Official brandbook of d . media Strategy. Identity. Communication systems. Applications. Governance.
General overview 02 Content 03 Introducing d . media 04 History and evolution of the brand 05 Mission and core message 06 Difference, values ​​and character 07 Audiences, tone and context 08 Architecture, Naming and Semantic Logic 09 B. Identity 10 Logo system and meaning construction 11 Variants, backgrounds and lockup logic 12 Geometry, protective field and dimensions 13 Correct and incorrect use 14 Color system 15 Typographic system 16 Typographic style and spelling in text 17 Usage matrix 18 C. Communication systems 19 Editorial system 20 Social system 21 Digital system 22 Documentation and presentation media 23 A4 documents and portrait pages 24 D. Applications 25 Posters, covers and printed media 26 Images, photography and video 27 Small format and icon applications 28 Handoff package and file line 29 System management Scope 29 pages / 4 sections Function Official system framework A principle One brand. Many carriers.
A. Strategic framework 03 Introducing d . media Brief description Independent creative brand and media platform d . media connects design, text, technology and digital culture in one consistent identity. Summary One system for many formats The brand works through clear typography, monochrome discipline and adaptive structure for web, social formats, documents and publications. Primary sign How it works Content, form and rhythm The system should hold equally well in site, post, presentation, cover and small icon format without losing character. How it looks Minimal, typographic, monochrome The language of d . media is built through Panton, generous margins, clear rhythm and controlled monochrome.
A. Strategic framework 04 History and evolution of the brand Origin From early visual experiments to a clear system The development begins with an interest in visual communication, digital tools and online environments that gradually shape a self author's direction. Development From descriptive names to universal form Over time, the longer and more descriptive identities give way to a shorter and more persistent sign, capable of operating outside of one particular service or industry. Today d . media collects name, scope and numeric character The current name combines the origin of the letter d, the width of the media and the role of the point as an axis of balance, rhythm and numerical association. A short summary A brand is not a genre, but a framework d . media functions as an open system for design, text, publications and digital media. MD media design first attempt at visual and media platform MEDIA STATION expanding to a wider digital environment Dragoev design stronger emphasis on the author's handwriting Dragoev advertising orientation to communication projects minimalistic and universal form
A. Strategic framework 05 Mission and Core Message Mission Independent creative media platform d . media brings together design, text, technology and cultural content in one working common system. Main message Form is part of content Any medium should instill clarity, editorial accuracy and discipline. Primary sign Brand function A platform, not an agency The brand is a framework for media formats, visual systems, author publications and digital media. Operational conclusion All materials must remain open to various formats Each new medium follows the same logic: monochrome, hierarchy, whitespace and discipline.
A. Strategic framework 06 Difference, values ​​and character How is it different? It works equally well as a brand and as an authoring framework The system holds both studio presentation, editorial content and personal cultural projects. Values Clarity Nothing should sound or seems overcomplicated. Values Consistency Every use should be recognizable as part of one system. Values Independence The brand does not adopt a ready-made language, but builds its own editorial rhythm. Values Cultural burden Content is not treated as noise, but as the argument it should be arranged. Character Minimal, editorial, precise The tone is calm, firm and measured. A code of conduct No visual noise Decorative effects, random accents and cluttered compositions contradict d . media.
A. Strategic framework 07 Audiences, tone and context Who are we talking to? Professional audiences Design environments, studios, publishers, cultural organizations and people, for whom form and argument are equally important. Who are we talking to? Editorial audiences Readers, watchers, and communities who log in through the content, but remain because of the consistent visual frame. Who are we talking to? Digital audiences Social networks, web readers and cultural audiences who meet the brand through short but clearly structured formats. Ton Categorical without pathos d . media speaks calmly, without posturing, without hyperbole and no vague promises. How we sound Briefly. Tight. Meaningful. Short formats are concentrated. Long ones work with a clear rhythm and distinct structure. How we don't sound We do not inflame the tongue No buzz wording, false modesty and jargon without function. Context of use The system must endure at different scales The brand must remain recognizable from a small icon to the website, cover, poster and PDF.
A. Strategic framework 08 Architecture, Naming and Semantic Logic Architecture One brand, many carriers d . media is a central identifier for web, social content, publications, objects, and video. Naming The name is always written exactly like this: d . media The spaces around the dot are required. Clumping, falling off is not allowed the dot, case shift, or stylistic modifications. Primary sign Meaning layer Digital reference remains conceptual, not graphic The idea of ​​an addressable digital sign is a semantic reference, but is not used as a stand-alone graphic element. Operational rule Even on a small scale, the logo is used Avatar, favicon and app icon use the reduced main logo.
d . media Identity Logo system, color, type and consistent use B. Sec 09 Identity B Identity The logo system, colors and typography are defined here and the way the brand should look consistently in all its variants. System media
B. Identity 10 Logo system and meaning construction Main logo Main logo Original sketch logotype Go to the end sign How it was created From a construction drawing to a stable sign The Sketch logo shows that the form is built through grid, optical balance, control over curves and a clear role of the point. What is he wearing? Clarity, digital nature and editorial weight The circular construction around the d, the relaxed rhythm of the letters and the detached dot create a sense of system, environment and precision. Meaningful message The name is not a caption, but a stacked media frame The logo and logo say that d . media is a compact, modern and open platform where form and content work together.
B. Identity 11 Variants, backgrounds and lockup logic Logotype on a light background Logotype on a dark background Primary sign Reduced frame Basic rule First logo, then logo If there is sufficient width and a readable field, it is used the logo. Logo is the second choice for short scale. Lockup logic Don't rearrange the items No new compositions are created by mechanical displacement of the logo and the logo. Broad formats such as web header, cover and document header use a logo. Small fields and square icon formats use the logo.
B. Identity 12 Geometry, protective field and dimensions Logotype in a constructive field Defense field 0.5x Minimum screen 140 px Minimal printing 24 mm Minimal icon 24 px Geometry is not a decorative scheme, but a means to preserve the optical balance, the space around the dot, and the visual weight of the d throughout the sign. For favicon, avatar and other small fields, the reduced one is used main logo, no stretching, no rotation and no separation of parts from the composition.
B. Identity 13 Correct and incorrect usage Correct: Confirmed option Error: unvalidated color Wrong: deformed proportion Wrong: orientation changed Correct use The right option for the right medium The logo is kept for wide formats and the logo for compact and small applications scale. Color errors No random coloring It is not allowed to replace the monochrome system with arbitrary colors, gradients and effects. Formal errors No stretching, rotation and false lockups Stretching, twisting, separating parts and mechanical modification of the construction.
B. Identity 14 Color system #000000 RGB 0 0 0 CMYK 0 0 0 100 #808080 RGB 128 128 128 CMYK 0 0 0 50 #CCCCCC RGB 204 204 204 CMYK 0 0 0 20 #F2F2F2 RGB 242 242 242 CMYK 0 0 0 5 Color policy Monochromy with controlled gradation The system kernel does not allow arbitrary addition of accent colors. Proportion Black for content, gray for structure Black holds the headline and main text, gray is for metadata and structure. Contrast Readability is more important than effect When the background weakens the contrast, it switches to a clearer one option. What is avoided No decorative halftones Random transparencies, textures and color overlays do not replace the hierarchy.
Panton Black Display titles Active burden from the main system. Panton Bold Leading headlines Active burden from the main system. Panton SemiBold Subheadings and Navigation Active burden from the main system. Panton Regular Main text Active burden from the main system. Panton Light Notes and secondary labels Active burden from the main system. ample whitespace and consistent use of weights. B. Identity 15 Typographic system Active weights Five roles, one system They cover display, headline, subhead, body and meta. Reserve weights ExtraLight, Thin and Heavy are rarely used Use them only when there is a real need for quieter or heavier emphasis. Display Leading headlines Subheadings and Navigation Body text that keeps the rhythm of the content. Notes and secondary labels Typographic principle Few means, clear roles Profits from distinct hierarchies,
B. Identity 16 Typographic style and spelling in text Writing in text Always exact: d . media No d.media, D . media, D.Media, d-media or other stylization. Eq Mostly left, rarely center For longer texts, left alignment is used. The center is for covers and single short formats. Rhythm Big breaks, not tight blocks The text must breathe. Spacing and margins are not leftover space. Headline style Short, tight, argumentative Headlines work with simple structures and no advertising formulas. Caption style Factual and clean Captions and meta lines name, classify and give context. In documents The text d . media can also stand as a typographic inscription The name can be written with Panton Black in black, and if necessary with the originals colors from the logo. For title and header areas, the original logo is also permissible. An example Form is part of content. A headline that sounds like a position, not an unsupported slogan. An example Long-form editorial system. A subtitle that explains what's to come without blowing the tone. An example Note: use reduced logo at small scale. Short instruction, written calmly and accurately.
B. Identity 17 Usage matrix Logotype Full bearer of the name It is used where there is sufficient width, readability and the need for completeness writing. Logo A compact recognizable sign It is used in small scale, square formats, icon roles and system miniatures. Typographic inscription Text usage in Panton Black It is acceptable in documents and title pages when the name works as part of an editorial composition. Logotype site/header yes Logotype cover / poster yes Logotype A4 letterhead / letterhead yes Logotype social cover yes Logotype favicon / app icon no Logo avatar / profile yes Logo story / square post yes Logo thumbnail / icon yes Logo wide document header only if the place is too small Inscription editorial title area permissible
d . media Communication systems Editorial, social, digital and presentation formats C. Sec 18 Communication systems C Communication systems The section translates the identity into repeatables communication formats: editorial, social, digital and presentational. System media
d . media Headline zone Headline, meta and lead d . media Authorial format Long-form cultural piece d . media Editorial format Repeatable editorial structure C. Communication systems 19 Editorial system Editorial format Author format Header area Mandatory props Headline, subtitle, author and date In long form, it should be clear what the title, format, and context are. Editorial principle Content comes before effect The weight comes from typography, hierarchy and pausing. Book / PDF / Cover An object with its own weight Books, PDFs and author covers should remain clear, quiet and monochromatically disciplined.
d . media Vertical story headline, theme and clear focus Next frame brief CTA or topic d . media Square post Short editorial format d . media Article cover Editorial cover format d . media Form is part of the content. Quote format for social C. Communication systems 20 Social system Profile Square post Quote post Vertical format Article cover Mandatory props Logo for profile and story, logo for cover Square and vertical formats work well with the logo. The wide covers formats may carry a logo. Platform principle The format changes, the system doesn't The proportion can be changed, but not the typographic logic, the color discipline and choosing the correct sign. What is avoided Don't turn social media into loud advertising No flashy callouts, aggressive accents, text clutter and random switching between logo and logo.
d . media Cards and modules Card headline + meta Card headline + meta Card headline + meta Card headline + meta Card headline + meta Card headline + meta d . media Home Articles Archive Home page Large lead area and calm rhythm Lead story Headline, meta and short lead Card Card Card d . media Article meta / date / category Long-form content needs a clear rhythm, a stable column and calm behavior of the elements. Sidebar C. Communication systems 21 Digital system Homepage Long form Maps and Modules Web logic One main axis and clear navigation The site works with clean navigation, distinct typography and long breaks between modules. Mandatory props Headline, meta, leading module The leader block clearly shows topic, content type and next move. Cards They contain little but clear information Most often, a title, a brief context, and a small one are enough system tag. UI behavior Calm states Hover, active and focus are delicate and functional.
d . media Presentation template Title and content slide d . media Email signature Clean system correspondence d . media Video opener Short logo identification C. Communication systems 22 Documentation and presentation media Email signature Presentation template Video opening Email signature Name, role, link and short system character The email signature is functional and clean, without banners and heavy HTML styling. Presentations Title shot and pure content core Presentations have a clear title box, a consistent footer, and a sequence typography. Video and motion Short opening with the logo Video openings use the logo, clean contrast and a leisurely pace.
Inner page Subheading and internal rhythm The text column sits on the left and keeps a generous inner margin. A secondary information layer can sit as meta or a side note, but never displaces the main rhythm. Notes Meta lines Category Date Page number Letterhead / office document Recipient Document subject d . media contact / link / date Title page A4 portrait document Title / subtitle / date A clean title structure with generous margins and a stable logotype in the top zone. C. Communication systems 23 A4 documents and portrait pages Title page Internal page Blanka Basic rule The portrait document follows the same system A4 documents work with a wide margin, clear header, stable text column and restrained presence of the logo. What is mandatory Logo in header, logo only in secondary roles The title page and letterhead carry a logo. The logo is reserved for secondary markings, thumbnails and small internal applications. Where is it used Official PDFs, proposals, editorial files and internal documents When d . media appears in a portrait document, the system does not change its character. It simply adapts to a readable A4 format.
d . media Applications Posters, covers, imagery, print and maintenance D. Section 24 Applications D Applications The final section describes how the system is applied to posters, covers, small formats, images, file pack and general maintenance rules. System media
d . media Cover Book and publication d . media Printed carrier Sheet, letterhead and title frame d . media Poster Editorial poster format D. Applications 25 Posters, covers and printed media Poster Cover Printed media Poster Mandatory props For posters, title, format, date, place and organizer are required when appropriate. Cover Treat her like an object Book covers, PDFs, and author publications must remain loud, quiet, and clear typographically. Printed media Discipline over decoration Letterheads and cover pages must be clean and subject to the same spatial logic.
d . media Cover Book and publication d . media Article cover Editorial cover format d . media Video opener Short logo identification D. Applications 26 Images, photography and video Image requirements Architecture, detail, surface, context Preferred images are editorial, atmospheric and crisp. Photographic principle Less noise, more flats Images work well in monochrome mode and allow lossless text of readability. Video principle Short, clear, without flashy motion The video follows the same clear structure, economy of means and semantic weight. Cover as image logic Editorial image frame Video frame
d . media Avatar system Profile Icon Thumbnail D. Applications 27 Small format and icon applications favicon iOS Android App Avatar and miniature system Basic rule The logo keeps the small scale With small sizes, icons and system thumbnails, reduced becomes the main thing logo, not the logo. Miniature logic The logo is not forcibly shrunk When the field is too small for a legible logo, it is switched to the logo instead to compromise readability. Avatar logic Clean center, generous field Profile images and app icons should have enough air around the logo.
D. Applications 28 Handoff package and file line Package Logos, fonts, colors, icons, templates, exports The handoff package should be organized as a studio archive with clear names and versions. File line Predictable names and clear versioning Names describe the asset type, variant, and context of use. In partnerships Do not redo the assets locally Official assets are submitted to external studios and developers. At exports SVG / PDF / PNG according to the task SVG for identity, PNG for preview and social, PDF for manuals and print packages. Required folders logos / fonts / colors / icons / social / web / editorial / print This is the minimum package that keeps the system running. Reserved field guidelines / approvals / exports These folders keep the version of rules, approved deviations and production exports.
D. Applications 29 System management Management principle The system is tight but not closed New media and campaign solutions are eligible if they flow through the main ones system rules. When is an exception permissible? Only when the medium requires different behavior An exception is allowed for a specific technological, print or platform context. How it is approved Compare with system kernel Each new solution is tested against name, character, color, typography and rhythm. What is being kept? Readability, whitespace and consistency In any adaptation, the monochrome discipline, the typographic discipline, must remain clarity and editorial density. Practical conclusion New media = new app, not new identity A new format means a new application of the system, not a new style. A final note d . media should remain recognizable even when silent The strength of the brand comes from a permanent structure, intelligent economy and respect for the content. © d . media. All rights reserved.