THE DORMAN BRAND TOOLKIT
PURPOSE
The foundation of every strong brand is consistency. Frequently communicating and displaying the same look, feel and sound makes an organization more memorable and unified.
Every Dorman Contributor is a steward of our historic brand. With every communication and touchpoint, you have the ability to further solidify our familiarity in the marketplace by consistently implementing our brand system.
This site holds all the assets and information you need to build trust in Dorman. Whenever you have a question, use the guides and materials here as your source of truth. If you still have questions, reach out to our Marketing team using the provided contact forms.
Download Style GuideDORMAN® LOGO
The Dorman® logo features modern styled wings, paying homage to our company origins and original logo from 1937. The logo symbolizes innovation, freedom and speed to market.
The logo is the most significant feature of Dorman Products and our corporate identity. It should be used on all aspects of branded communication, and should never be altered, tilted, distorted, manipulated, or crowded on any application.
Zipped black and white .eps, 1200 pixel wide .jpg, and 300 dpi .tiff package
Zipped 600 pixel wide black and white, transparent background .png package
DRIVING NEW SOLUTIONS® TAGLINE
Our tagline clearly and succinctly communicates our current brand position in the aftermarket and our promise to our customers.
"Driving" references our relentless approach and focus on motor vehicles. "New" means novel, which in our world could be both newly manufactured as well as remanufactured. "Solutions" means products that solve repair and replacement problems.
Driving New Solutions can appear as a standalone graphic or locked up with the logo. Refer to the logo section for guidance on how the tagline should be displayed with the Dorman logo.
OE FIX® ICON
This is the OE FIX® logo should be used in conjunction with the primary logo on any communications about the OE FIX® line. Please refer to clear space guidelines shown below when inserting into layouts.
Ideally, we would not want to change the color scheme of the OE FIX® mark. There will be black and white versions created for situations when single color usage is necessary, but always use the color version whenever possible.
THE DORMAN D
This icon is often utilized in digital media like favicons and app icons. It’s also used when real estate is limited or a simple design is useful, such as on hats and other branded merchandise.
This mark can be used on its own for use cases where a design is helpful, but for branded communications it should be used in conjunction with our primary logo. Please refer to the following clear space guidelines when inserting into layouts.
DIY BRANDS
HEAVY-DUTY BRANDS
CHASSIS BRANDS
POWERPOINT AND TEMPLATES
Our presentations should follow our brand guidelines and use the appropriate templates to ensure consistency and a recognizable brand presence.
Use this email signature for all email communications. Click the button to open it in a new webpage, and copy and paste it into your signature.
Open in WebpageDORMAN COLORS
Dorman Orange
RGB: 251 - 99 - 23
HEX: #FB6317
Pantone: 165C
CYMK: 0 - 76 - 100 - 0
Slate
RGB: 47 - 51 - 56
HEX: #2f3338
Pantone: 426C
CYMK: 75 - 65 - 58 - 55
Grey
RGB: 70 - 70 - 70
HEX: #464646
Pantone: Cool Gray 10C
CYMK: 67 - 60 - 58 - 42
Warm Grey
RGB: 187 - 187 - 187
HEX: #BABABA
Pantone: Cool Gray 4C
CYMK: 27 - 21 - 22 - 0
Smoke
RGB: 247 - 247 - 247
HEX: #F7F7F7
Pantone: Cool Gray 1C
CYMK: 3 - 2 - 2 - 0
White
RGB: 255 - 255 - 255
HEX: #FFFFFF
CYMK: 0 - 0 - 0 - 0
When creating documents for digital use, refer to the RGB composition or the hex number for accurate colors.
When creating documents for print, use the CMYK composition. Basic word processor and digital programs (e.g., PowerPoint) only support RGB colors, so if a printed document is being prepared in a program like that, use the RGB equivalents.
Pantone Colors should be used when producing high-quality printing with spot inks, or as references to ensure proper color matching using the universal Pantone color chips.