Brand Identity | Visit Dallas

Colors

Typography

Secondary Marks

Our Brand Logo and Brand Mark

We use our logo with pride and fill it with meaning. It is the primary visual icon of our identity. The typefaces exude a blend of relaxed, friendly confidence and ambitious worldliness. A larger than life place with a maverick, can-do personality and just the right amount of swagger. Pure, simple and powerful, by design.

The center of our Brand Mark is the D. The star of our brand. It’s where we shine—as a city, a community and a people. The trail of energy emanating from the star delivers on our progressive, can-do spirit: bold, brave, ambitious. A grand sense of arrival, pride and playful audacity lives in the mark.

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Our Logo

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Brand Mark

Our Brand Colors

Can-Do Blue is our hero color. It’s the distillation of a city powered and empowered by human energy. The hue itself is pure in its elements—a flood of cyan with a touch of magenta. Stardust and Twilight Grey serve as accents for the star in the two versions of the brand mark.

Our expanded palette is a vibrant reflection of the collective electricity of Dallas—greater than the sum of its sparks. A diverse intermingling of energies and colors. Keep things fresh and relevant, coupling hues and messages with intent—employing the emotional values of color.

PRIMARY COLORS

CAN-DO Blue

Stardust

Twilight Grey

SECONDARY COLORS

Pegasus

Deep Yellum

Victory

Swagger

Fuchsia Looks Bright

Tajin

Fletch

Trinity

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Brand Typography

Basic Sans Black is the typeface used for primary headlines and the foundation of the Dallas Brand voice. Tight tracking and leading creates a visually compact graphic to deliver that confident, can-do attitude.

Basic Sans Black typeface is used for primary headlines while Roboto Serif Regular typeface is used for secondary subheads. Finally, Basic Sans Regular typeface used for long form copy.

Typography

Basic Sans Black

Roboto Serif Regular

Basic Sans Regular

Secondary Brand Marks

The Dallas D is a strong graphic with progressive energy and future-facing intention. It can act as a container for our brand assets—a portal to the endless capacity of a can-do, can-be dynamic. It’s another simple, powerful extension of the brand.

Use the star of Dallas as a graphic device to amplify the energy that lives in the D of the brand logo. The star joins pieces of content, visually delivering a more cohesive message. Use the star responsibly and sparingly, so the unique quality of brand logo and mark are not diminished.

Additional Marks

The Dallas D

The Star