BRANDGUIDELINESPhase 1 : Commercial

March 3, 2008

TABLE OFCONTENTS

Creative Snapshot 41-45

Guideline Rationale 4

Brand Values 5

Brand Essence 6

Creative Voice 7

Call To Action 8

Logo Usage 9-11

Font Family 20

Typographical Hierarchy 21-24

Graphic Elements 29

Photography 30-35

Design Hierarchy 36

Color Guidelines 37

Primary Palette 38

Wall Test 46

Online Ads 47-50

Mailer 54-56

Small Business Catalog 59-61

Co-op Advertising 68

Black and White 69

Global Communication 70-72

Dell.com Banners 51-53

Out of Home Advertising 73-75

Spec Sheet 57

Segment Identifiers 40

Solutions Guide 58

02

Events 76-77

Brochures 62-67

Promotional Printing Guidelines 12-19

Parnter Logo Treatment 25-28

ONECOMPANYONEBRANDONEBEAT

GUIDELINERATIONALE

In your hands is a living, breathing document.It guides us toward a unified and consistentrelationship with our customers. It is not adeparture, but a return, full-circle, to the corevalues of the Dell brand. The Dell Brand Bookcontains a set of guidelines. Do not use theseguidelines as an excuse for not thinking.

04

BRANDVALUES

From its inception, Dell has resonatedwith the individual. Guided by the beliefthat listening to customers will alwaysresult in real solutions for real needs.

Dell recognizes that the technology needof every business, every customer andevery person is unique.

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BRANDESSENCE

TOUCH Solid.New.Exciting.SMELL Clean.Fresh.Familiar.SOUND Steady.Driving.Reliable.TASTE Stimulating.Provocative.Fulfilling.SIGHT Sleek.Serious.Desirable.SIXTH SENSE Optimistic.Responsible.Green.

06

CREATIVEVOICE

Speaking with the frankness one wouldexpect from a friend, the tone of Dell isengaging and candid. We are bold enoughto let the facts speak for themselves.TECHNICAL LANGUAGEDell copy is performance-driven. Even technical features speak to a real world benefit.

07

CALL TOACTION

Every piece of communication ends with aninvitation. Our tagline is a call to action, period.• The call to action should be uppercase, short, compelling, and provide a reason to take action.• When listing URLs, the “DELL.COM” is capitalized and the “/XxxxxxXxxxx”is set in upper and lowercase.

• The typography baseline and preferred distance from the Dell badge are indicated below.

LEARN HOW DELL SIMPLIFIES _____ATDELL.COM/Simplify OR CALL 800.XXX.XXXX

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xx

LOGOUSAGE

The Dell badge is bold and dimensional,a symbol of simplicity you can touch.

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• The black version of the Dell badge should be used when the bubble/band are in color.

• The color version of the Dell badge should be used when the bubble/band is in white.

• Highlight color in headline should match the color version of the Dell badge.

• Colored badges can be used for events, promotional items, or holiday-themed marcom.

• Logo files can be found on dell.com/brandcentral in PSD and vector .ai formats.

LOGOUSAGE

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3

1. Badge

Placing the badge against color createsstopping power.

2. Band

The band of solid color works like anexclamation point. It is the line ofdifferentiation, the broad stroke pointing toor underscoring the Dell badge.

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x x

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4.Drop Shadow

Dell Logo must have a drop shadow.Blend Mode: MultiplyColor: BlackOpacity: 50%Angle: 120Distance: 7Spread: 0Size: 18

For Marcom Use

3. Bubble

The bubble adds an arc of color to allowthe badge to pop. The clearance space aroundthe badge is equal to the width of the verticalstroke in the “L” letter form.

LOGOUSAGE

Minimum Size and Placement• The badge should be sized no smaller than 42 pixels x 42 pixels (.5 inch).• The badge should always knock out from a primary color, form a notch breakingthe plane of the color field, and compliment the black background.

• Partner logo relationships, requirements and hierarchy still apply.

When representing the badge onthe right or left, the top and bottomof the “E” in the Dell logo should lineup with the color plane.

When representing the badgeon the top or bottom, the top ofthe “L” letter form should line

up with the color plane.

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PROMOTIONALPRINTING GUIDELINES

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*Only for use when full-color printing is not available

PROMOTIONALPRINTING GUIDELINES

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*Only for use when full-color printing is not available

PROMOTIONALPRINTING GUIDELINES

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*Only for use when full-color printing is not available

PROMOTIONALPRINTING GUIDELINES

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*Only for use when full-color printing is not available

PROMOTIONALPRINTING GUIDELINES

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*Only for use when full-color printing is not available

PROMOTIONALPRINTING GUIDELINES

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*Only for use when full-color printing is not available

PROMOTIONALPRINTING GUIDELINES

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*Only for use when full-color printing is not available

PROMOTIONALPRINTING GUIDELINES

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*Only for use when full-color printing is not available

FONTFAMILY

A bold and powerful message deservesbold and powerful typography.

GOTHAM ULTRA

ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789

GOTHAM BLACK

ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789

GOTHAM BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789

GOTHAM MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789

GOTHAM BOOK

ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789

GOTHAM LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789

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*Font can be purchased from Hoefler & Frere-Jones at http://typography.com

TYPOGRAPHICALHIERARCHY

LEVEL 1: MAIN HEADLINEThe dominant graphic anchor of this campaign isthe headline. It must be the most prominent copyon the page. The headline expresses the primarytopic or idea of a piece, spread or reveal.

Typeface: Gotham UltraStyle: Uppercase ONLYColor: Knocked out to white from black background with

key stat, word, or phrase in primary color

LEVEL 2: SUBHEADPays off main headline with detail or introducesand divides major sections.

Typeface: Gotham UltraStyle: Uppercase ONLYColor: Knocked out to white from black background with key

stat, word, or phrase in primary color (where appropriate)

LEVEL 3: CALL TO ACTIONExplains response device.

Typeface: Gotham BoldStyle: Upper Case with URL “DELL.COM” capitalized andthe “/XxxxxxXxxxx” is set in upper and lowercase.Color: Knocked out to white from black backgroundwith URL or phone number in primary color choice

LEVEL 4: QUOTESA quotation cited from an authoritative source.

Typeface: Gotham BookStyle: Upper/lowerColor: Knocked out to white from black background

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4

TYPOGRAPHICALHIERARCHY

LEVEL 5: BODY COPYThe main text of a piece of communication.

Typeface: Gotham BoldStyle: Upper/lowerColor: Black, white, or single primary color choice (color mustremain consistent throughout the piece or program)

LEVEL 6: PRODUCT NAME, CONFIGS, PRICINGSpecific product information.

Typeface: Gotham Book/Bold (all weights)Style: Upper/lowerColor: Black, white, or single primary color choice (color must

remain consistent throughout the piece or program)

LEVEL 7: REQUIRED PARTNER TAG LINE(Dell recommends...)Partner approved tag lines.

Typeface: Gotham face (weight determined by partner legalrequirements)Style: Determined by partner legal requirementsColor: Determined by partner legal requirements

LEVEL 8: BIRDSEEDLegal copy.

Typeface: Gotham BookStyle: Upper/lowerColor: Designer may choose color that best minimizes text

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TYPOGRAPHICALHIERARCHY

GOTHAM IS NOT YET AVAILABLE FOR THE FOLLOWING LANGUAGES, SUBSTITUTE FONT LISTED BY LANGUAGE.

Greek: Arial Black (Headline) Arial Regular / Arial regular Italic (Body Copy)

Russian: Arial Black (Headline) Arial Regular / Arial regular Italic (Body Copy)

Hebrew: Arial

Arabic: Arial

APJ Master: Gotham Bold / Gotham Medium. Arial Black / Arial Medium

China: Gotham Bold / Medium. Arial Black / Bold

Taiwan: Gotham Bold / Medium. Arial Black / Bold

Hong Kong: Gotham Bold / Medium. Arial Black / Bold

Japan: Gotham Bold / Medium. Arial Black / Bold

Korea: Gotham Bold / Medium. Arial Black / Bold

Thailand: Gotham Bold / Medium. Arial Black / Bold

Font Exceptions

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TYPOGRAPHICALHIERARCHY

HEADLINE & SUBHEAD COPY USAGE: IT must be upper case. The kerning should be increased to create a slightly larger spacebetween the I and T, to differentiate the acronym IT from the word it. The space is equal to the half width of the “I” in IT.

BODY COPY USAGE: In upper and lower case body copy, IT is capitalized. Kerning should not be increased.

Treatment Of The Acronym IT

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x

IT must never have periods.

INCORRECTUSAGE

CALL TO ACTION COPY USAGE: IT must be upper case. The kerning should be increased to create a slightly larger spacebetween the I and T, to differentiate the acronym IT from the word it. The space is equal to the width of the “I” in IT to accom-modate for the font weight.

x

HEADLINE & SUBHEADCOPY USAGE

x x

BODY COPYUSAGE

CALL TO ACTIONCOPY USAGE

PARTNER LOGOTREATMENT

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Applicable partner logo size requirementsand hierarchies still apply.

PARTNER LOGOTREATMENT

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Applicable partner logo size requirementsand hierarchies still apply.

PARTNER LOGOTREATMENT

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PARTNER LOGOTREATMENT

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GRAPHICELEMENTS

Movement and Momentum

GRAPHIC WAVE

RHYTHM PULSE

SOFTBEAT

LOUDBEAT

AMPLITUDE

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Graphic elements may be used as designer and creative director see fit. Do not limit yourself to these graphic elements.

DELLPHOTOGRAPHY

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Product is hero. Photographed with contrastand dramatic lighting, conveying the bold-ness and confidence of the Dell brand.

Lifestyle photos should tell a story, beingcandid, engaging, and above all real. In short,no cheesy stock photography.

Dell people are real, not models. They comein all shapes, sizes, races, and genders.They are the people who use our products.

LIFESTYLEPHOTOGRAPHY

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This approach focuses on a captured moment in timewith the emphasis on the interaction with product. Themost important part of the image is highlighted byremoving the accent color in that area. The photographyand itsʼ cropping, including the environment is clean andstreamlined for a bold graphic look.

This approach uses dramatic cropping and black andwhite photography layered over an accent color toenhance the intensity and boldness of the imagery. Theindividuals are removed from any specific context,meaning they could be customers or Dell stafff, andrelatable to a wide range of viewers-but the humanityand emotion comes through lour and clear.

LIFESTYLEPHOTOGRAPHY

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This approach focuses on captured moments in timeusing individuals without environments. The use of highcontrast black and white photography without accentcolors creates a sophisticated/editorial feel that tellsmore of a story.

The focus is always on individuals. The use ofphotography in these pieces reinforces that attitude-boldclose-ups of individual people with distinctivepersonalities. Layering high contrast black and whiteover the accent colors grabs the viewers attention. Thevisuals theme is always humanity. This approachcommunicates the end benefit of working withDell: Simplified solutions to your problems.

LIFESTYLEPHOTOGRAPHY

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In this approach, dramatic cropping enhances theintesity and immediacy of the imagery. The individualsare removed from any specific context but the humanityand emotion always comes through loud and clear. Thephotography is used 4/color with the dominant colormatching the accent color. The mix of soft focus keepsthe attention on the individual.

This approach brings the individual and the environmenttogether using 4/color photography. Allowing forenvironment enables a bigger story to be told butkeeping it soft and high contrast keeps the focus onhumanity. The photography should encompass adominant accent color to be matched in the layout. Agritty texture can be added (as shown here) when anedgier approach is appropriate.

PRODUCTPHOTOGRAPHY

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DESKTOPS NOTEBOOKS

Product photography should highlight product features with dramatic lighting, surface reflections, and should overall make theproduct look as desirable as possible.

PRODUCTPHOTOGRAPHY

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SERVERS

DESIGNHIERARCHY

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1. HEADLINEBold, all-caps, color highlight, no periods at end ofheadline

2. PRIMARY IMAGEProduct is hero

3. ENVIRONMENTDimensional background, colored band

4. MAIN COPYDirect and concise

5. CALL TO ACTIONDriving the point home

6. SIGNATUREWave, pulse, Dell badge

7. COLOR USAGE

Color can be used to highlight elements of headlineand copy. Do not use red to highlight numbers. Donot use color to highlight names of competitors.

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COLORGUIDELINES

One primary accent color per produced item.

Multiple colors for use in longer communica-tions is acceptable.

All colors must print at 100%. Tints are notpermissible for color band or highlight ofheadline. Tints are acceptable for use incomplex graphs or charts.

There is no color designation by LOBor solution.

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PRIMARYPALETTE

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DELL BLUE BLACK WHITE

CMYK

C- 100M- 43Y- 0K- 0

RGB

R- 0G- 102B- 204

PANTONE

300C

CMYK

C- 0M- 0Y- 0K- 100

RGB

R- 30G- 30B- 30

PANTONE

BLACK 3C

CMYK

RGB

R- 250G- 250B- 250

PANTONE

RED ORANGE YELLOW GREEN BLUE BROWN

CMYK

C- 0M- 93Y- 95K- 0

RGB

R- 213G- 43B- 30

PANTONE

485C

CMYK

C- 0M- 45Y- 95K- 0

RGB

R- 255G- 110B- 0

PANTONE

1375C

CMYK

C- 0M- 27Y- 100K- 0

RGB

R- 234G- 171B- 0

PANTONE

124C

CMYK

C- 54M- 7Y- 79K- 21

RGB

R- 106G- 150B- 59

PANTONE

7490C

CMYK

C- 60M- 29Y- 0K- 0

RGB

R- 106G- 173B- 228

PANTONE

659C

CMYK

C- 29M- 78Y- 91K- 78

RGB

R- 130G- 92B- 38

PANTONE

4625C

CMYK

C- 5M- 3Y- 4K- 8

RGB

R- 213G- 214B- 210

PANTONE

COOL GRAY 2C

NEUTRAL LIGHT

CMYK

C- 7M- 100Y- 65K- 32

RGB

R- 152G- 30B- 50

PANTONE

201C

RUBY

CMYK

C- 29M- 23Y- 16K- 51

RGB

R- 116G- 118B- 120

PANTONE

COOL GRAY 9C

NEUTRAL DARK

CMYK

C- 37M- 35Y- 87K- 7

RGB

R- 162G- 145B- 70

PANTONE

GOLD 872C

METALLIC GOLD

RHYTHM ISSOMETHINGYOUEITHER HAVEORDON’T HAVE,BUTWHENYOUHAVE IT, YOUHAVEITALL OVER.

—ELVIS PRESLEY

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SEGMENTIDENTIFIERS

SEGMENT IDENTIFIERS ARE NOT ALLOWED

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CREATIVESNAPSHOT

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CREATIVESNAPSHOT

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CREATIVESNAPSHOT

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CREATIVESNAPSHOT

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CREATIVESNAPSHOT

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WALLTEST

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ONLINEADS

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ONLINEADS

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ONLINEADS

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ONLINEADS

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DELL.COMBANNERS

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BANNER CREATIVE ANATOMY

Headlines: 3 lines maxSubheads: 2 lines max

SolidColorbar

SoftBeat

Layered Product Photography(backstage lighting), reflections

Headlines & Subheads:Gotham Black, All CapsSplit Color Highlighting

Call To Action:Gotham Bold

DELL.COMBANNERS

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FONT USAGE - MLB EXAMPLE

Translation may not be correct

German

Italian

English

Headlines & Subheads:Gotham Black, All CapsSplit Color Highlighting

Call To Action:Gotham Bold

DELL.COMBANNERS

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FONT USAGE - SMB EXAMPLE

Translation may not be correct

German

Italian

English

Headlines & Subheads:Gotham Black, All CapsSplit Color Highlighting

Call To Action:Gotham Bold

MAILERPANEL

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MAILERCOVER

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MAILERSPREAD

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SPECSHEET

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SOLUTIONSGUIDE

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SMALL BUSINESSCATALOG

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SMALL BUSINESSCATALOG

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SMALL BUSINESSCATALOG

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BROCHURES

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BROCHURES

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BROCHURES

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BROCHURES

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*This is an example of a regional version

BROCHURES

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BROCHURES

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CO-OPADVERTISING

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*Pending Intel Approval.

BLACKANDWHITE

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GLOBALCOMMUNICATION

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GLOBALCOMMUNICATION

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GLOBALCOMMUNICATION

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OUT OF HOMEADVERTISING

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OUT OF HOMEADVERTISING

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OUT OF HOMEADVERTISING

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EVENTS

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EVENTS

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MUSIC IN THESOULCAN BEHEARD BYTHEUNIVERSE.

—LAO TZU

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