Brand Identity
Dorman Brand Guide

Branding, Print

Dorman Brand Guide

Project Details

The branding guideline project at Dorman was a true team effort for our in-house creative group.  We started the process by conducting internal and external surveys to understand how the brand was perceived as an organization and within the market place.  We gathered and consolidated a number of logos and assets, developing strategy and rules for proper usage. This included choices on typography, updated color schemes, new corporate stationary, marketing templates, trade-show graphics, apparel as well as brand story, tone and voice.

The guideline was distributed through kickoff meetings through all levels of the company, providing a full set of guidelines for logo and identity use, including color palettes, fonts, and placement. Practice shows that the guidelines play the strategic role for the brand development: all the further contributors to this process will get the clear instruction about correct and wrong ways to use the graphics created for this brand. The document included several sections and informed about the idea which became the basis of a logo, its structure and specifications, color and monochrome versions which could be used for different purposes. Also, it showed examples of incorrect usage in order to avoid poor visual performance.


  • Category :

    Branding, Print

  • Date :

    Mar . 08 . 2017

  • Client:

    Dorman Products

  • Location:

    Colmar, PA

  • Website:


  • Software:


  • Dorman Website
  • Saltability Retreat