The following section provides detailed information on the correct size, color, clear space, and other visual aspects for the Decker logo.

Horizontal

The horizontal formatted logo is preferred when using a left or right-aligned layout.

Secondary Wordmark

This variation shows the wordmark locked up with the subtext reading “Communication.” It should be used only as an alternate to the primary wordmark when…

Brandmark

The brandmark may stand alone if the wordmark appears elsewhere within the collateral piece or in contexts where the brand has already been explicitly established.

Logo clear space and minimum size

Clearance

To protect the clarity and integrity of the primary wordmark, it has an exclusion zone that is equal to its total height. It must always appear legibly on an unobtrusive background.

Minimum size

For any print application, the minimum size, measured by width, that the primary logomark should appear is 1 inch. For any digital applications, the minimum size, measured by width, is 140 pixels. The brandmark should appear is .375 inch. For any digital applications, the minimum size, measured by width, is 40 pixels.

Clearance

To protect the clarity and integrity of the logomark, it has an exclusion zone that is equal to the total height of the wordmark only. It must always appear legibly on an unobtrusive background.

Minimum size

For any print application, the minimum size, measured by width, that the secondary wordmark should appear is 2 inches. For any digital applications, the minimum size, measured by width, is 100 pixels.

Incorrect logo usage

Even in the most flexible and dynamic visual system, guidelines and consistency are critical to ensure we understand who we are. Here, we offer guidelines on what not to do with the Decker logomarks.

Logo color usage

Full color logo

The full color logo treatment is the best representation for displaying the logo and should be used in all applications when available.

Single color logo

In the event that using multiple colors is not an option, the following single color treatment examples can be used.

The Decker brand palette was chosen for its vibrancy and versatile contrast. The hero orange evokes a strong, confident energy while the violet and blue tones bring a sense of calmness and approachability — together, embodying the personality of the Decker brand and the traits they intend to pass along to their clients.

Primary

Secondary

Typography

Montserrat is Decker’s primary typeface. This font is a clean, modern, sans serif typeface that is used for headlines, subheadings and all body copy.

Our illustration system is based on geometric shapes and simple movements. Illustrations and Icons can provide a visual aid to convey abstract concepts or function as a shorthand where details are not warranted. Additionally, they can communicate concepts or actions when there are no photographs. Use them sparingly and as supporting visuals in our people-forward brand identity.

Derived from our logo, we have created a halftone pattern that can be used to build depth and texture to our visual system. Only the approved patterns and color combinations can be used, and should be deployed as background elements where overlying content is minimal. Never apply patterns to photography.

Photography

A photo-documentary, editorial, and reportage style imparts the brand with humanity. It’s essential to expressing the tone we believe to be absolute for Decker. As a brand, we are trying to separate ourselves. A clear, authentic and consistent point of view is critical to building a brand that is ownable, memorable, and effective.

Our images capture people and their personal experiences, interactions and human connections. Highlight them and celebrate the unique individuals we work with, and the diverse team members at Decker. In group settings, keep the focus on one individual and capture their emotions and reactions. The tone should be upbeat but not campy, and determined but not overly serious. Finally, keep to cooler color palettes to best align with the overall brand system.