Brand Colours
The brand colours of the DARE® identity take cues from our culture, industry position, and disruptive vision. This palette has been specifically designed to support both the 'truth' and 'dare' faces of our brand and should be applied with this in mind.
The application of red and black is daring by nature, and this should be the hero of our identity anywhere we wish to challenge industry positioning and front foot our disruptive vision.
Contrasting this daring approach, our cream and green palette encapsulates our brand 'truths', with a trusted and established feel. Applying these colours, presents dare as a trusted building partner.
Primary Colours
We do everything different around here, even our black isn't really black. "BLACKOUT" [#171717] is our warm black, which slightly softens the harshness of our design system and allows the colour to be used both as a background as well as a foreground in certain applications.
"CRÈME DE LA CRÈME" [#E8E9DB] is our primary light colour, it's got a nostalgic feel and brings personality to our brand especially when used for text or graphics over imagery. We can also use it as a nice contrast in light applications such as documentation - where "Crème de la Crème" coupled with our "Builders White" presents a light, yet contrasting feel.
BLACKOUT
#171717
RGB (23,23,23)
CMYK (0,0,0,91)
PMS BLACK 6 C
CRÈME DE LA CRÈME
#E8E9DB
RGB (232,233,219)
CMYK (0,0,6,9)
PMS 162-1C
Secondary Colours
"RED HOT" [#DF1F26] represents our front footed approach to disrupting the industry, and not backing down from a fight. We use this colour to grab attention, and it's is equally suited for both background and foreground applications throughout digital and print mediums.
"TRADIE WHITE" [#F5F5F5] is true to our roots, it's a basic white - that went in the wash with a few mixed colours. You should apply it anywhere you would typically use 'white'. It's also our safest background colour, and should be treated as the default background when unsure of what colour to apply on digital or print assets.
"ACREAGE" [#09342B] is our trusty green. It speaks to the 'truth' side of our business and represents our growing presence. This colour should be applied anywhere we wish to look trusted, or established. It naturally lends itself to acreage type estates, or custom builds and can be used across collateral anytime we wish to drive a prestigious presence.
RED HOT
#DF1F26
RGB (223,31,38)
CMYK (0,86,83,13)
PMS 485 C
TRADIE WHITE
#F5F5F5
RGB (245,245,245)
CMYK (0,0,0,4)
PMS 75-1 C
ACREAGE
#09342B
RGB (9,52,43)
CMYK (83,0,17,80)
PMS 627 C
Brand Typeface
We use three primary fonts to communicate our message.
GEIST
This is our primary typeface for headings, sentences, and body text where legibility, readability, and clarity is the priority. The minimum applied weight is 'light' with the maximum applied weight is 'semibold' and should predominantly be used in it's regular weight.
GEIST MONO
We use GEIST MONO in 'uppercase' styling primarily when using numerals or symbols such [247M2] or $#%* - we should never be using this font in headings, body text or extended paragraphs where readability should be prioritised.
Used primarily in 'artistic' applications where we wish to draw attention to a more aggressive / dominant type of message. We never use this typeface in paragraph, or body composition and should be using sparingly throughout design assets.
Please note: this is OpenType-SVG font format requires Adobe Photoshop CC 2017 or Adobe Illustrator CC 2018 (or newer).
Using Type Rules
When constructing layouts, these tips will help you build interesting, and on-brand compositions with typography.
While these rules are proven and sound, sometimes we break these to best communicate in certain circumstances. Please contact our brand team if you wish to gain special use permission.
Stay Left Aligned
Legibility and clarity are vitally important to great typographical layouts. Since most people read from left to right, we should align our type accordingly.
Contrast is the name of the game when it comes to great design. When in doubt, skip a weight when pairing two weights, and double the size between two text elements.
Whenever you place text next to each other, either align the baselines (the line that the bottom of a lowercase x sits on) or align the x-heights (the top of a lowercase x). This helps align each line visually.
When setting paragraphs, to maintain clean and straight lines we must watch the ragged right edge. If the spacing unintentionally creates a weird looking shape, consider tweaking the language or resizing the container. Also, try to prevent single-word lines (orphans).
Negative space, or the space around elements is vitally important. That being said, if informational elements belong together, move them closer together. Use grouping wisely: just try not to cram too many things in one space!
It is easy for the user to get lost in long lines of text, and short ones are easily ignored. It’s best to keep lines between 45 and 70 characters long, depending on the size of the font. This will ensure legibility as the font sizes increase or decrease.