Design and Artists Copyright Society

Official Websites

• https://www.dacs.org.uk

Brand Guidelines

2017

Brand Summary

Mission

• DACS is a not-for-profit visual artists’ rights management organisation, established by artists for artists, passionate about transforming the financial landscape for visual artists through innovative products and services, and campaigning for artists’ rights [^1].

Core Values

• Artist-focused
• Collaborative
• Flexible
• Entrepreneurial
• World leader

Target Audience

• Visual artists and their estates, art market professionals, museums, galleries, publishers, advertising agencies, games developers, and beneficiaries or heirs of artists [^2].

Personality Traits

• Clear
• Consistent
• Contemporary
• Agile
• Innovative

Visual Identity Overview

• The visual identity is contemporary and minimalistic, centered on the DACS marque (logo) in Cool Grey tones, with strict rules for logo usage, clear space, and minimum size. Typography uses Futura as the primary typeface and Arial as secondary. The color palette consists of neutral greys for the master brand and bright colors for product differentiation. Brand imagery includes artist portraits and artworks, emphasizing diversity and creativity. Icons and graphic language are used functionally in print and digital applications [^3].

Categories

Brand Voice

• We aim to create a familiar image for our stakeholders by representing DACS in a clear way, using suitable imagery and language.
• Using these guidelines for every communication you produce will help us to depict an accurate picture of our organisation and the work that we do.
• An identity with personality helps our stakeholders to associate with our set of values and standards.
• The more consistently we put those values across, the stronger the identity and brand personality becomes.
• At DACS we believe that communications should be clear and concise, with as little jargon as possible. You should strive to avoid formal or complex language, as well as excessive use of acronyms or abbreviations. This means the widest possible audience can understand our messages and mission.
• Keep messages accurate and be specific. Choose words that clearly and easily instruct, guide or inform.
• People don’t have much time to read and want to understand content quickly.
• Get to the point. Keep sentences short and easy to read.
• Try to stick to one main point per sentence and think about dividing long sentences into two.
• Breaking up content into shorter paragraphs also helps them read through your text quicker.
• Don’t be afraid to use simple words. For instance, you can repeat ‘said’ rather than using ‘stated’, ‘revealed’, ‘declared’, ‘claimed’, etc.
• Also avoid puns, culture-specific slang and artspeak whenever possible, particularly for non-arts audiences.
• Construct sentences in which the subject “acts” or performs the action of the verb. The active voice clarifies and adds energy. “Art360 Foundation awarded £200,000 to 33 artists and estates for the Art360 project” rather than “33 artists and estates were awarded £200,000 by Art360 Foundation”.
• Write about the benefits of a service, rather than focusing on the features, and consider your audience. Be direct to the audience you’re targeting.

Brand Imagery

• This style guideline gives you all the information you need to maintain the integrity of the DACS marque. We use the DACS marque across all print and digital applications. The marque is reproduced in grey using the colour specs shown bottom left. The marque can be reproduced in white when reproducing the marque on an image. It is essential that the DACS marque is used correctly and consistently in all communications.
• Always use the approved and up-to-date artwork for the DACS marque.
• Never retypeset the marque.
• Don’t crop the marque.
• Don’t use the marque artwork in words or sentences.
• Don’t use a black marque on a colour background.
• Don’t rotate the marque.
• Don’t use the marque in colour on a colour background.
• Don’t use the marque on a photograph unless the DACS marque remains clearly legible.
• Don’t superimpose the marque over type or illustration unless it is an approved application such as a watermark.
• Don’t apply any visual effects to the marque in print or digitally.
• Don’t create any additional graphic devices.
• Don’t create a version of the marque in colour unless you are using approved brand assets.
• To maintain the integrity of the DACS identity it is important to allow the marque space to breath. The marque must be protected from competing visuals such as text and graphics. There must always be minimum white space around the marque. As indicated in the visual above, the absolute minimum space between the marque and other elements is equal to the width of the “D”.
• The minimum sizes for the DACS marque are 25 mm for the grey version and 25 mm for the black only version.
• The marque is generally used in grey or white in applications such as on our stationery and published reports.
• We use a black marque in very limited circumstances. Always seek approval if you want to use the marque in black.
• The DACS master brand colour palette is made up of hues of grey and, when printing process allows, litho silver or foil blocked silver.
• The DACS marque must always be reproduced in PMS Cool Grey 11 or its CMYK or RGB equivalent.
• The lighter hues of grey and percentage tints of black can be used for typography and colour backgrounds. Always ensure there is decent contrast when styling typography to provide a positive reading experience.

Color Palette

• The DACS master brand colour palette is made up of hues of grey and, when printing process allows, litho silver or foil blocked silver.
• The DACS marque must always be reproduced in PMS Cool Grey 11 or its CMYK or RGB equivalent.
• The lighter hues of grey and percentage tints of black can be used for typography and colour backgrounds. Always ensure there is decent contrast when styling typography to provide a positive reading experience.
• The secondary brights colour palette is used in a functional way to help people identify the different DACS’ products and services. Care must be taken to ensure this bright palette does not overwhelm the house style and the more neutral master brand palette.
• Artist’s Resale Right uses orange
• Payback uses green
• Copyright Licensing uses blue
• There is also a yellow which can be used in approved circumstances to support the master brand colour palette.
• Cool Grey 11 CO M0 Y0 K80 R85 G86 B90 #55565A
• Cool Grey 8 CO M0 Y0 K60 R138 G138 B141 #8A8A8D
• Cool Grey 4 CO M0 Y0 K35 R189 G187 B187 #BDBBBB
• Cool Grey 1 CO M0 Y0 K17 R219 G217 B214 #DBD9D6
• PMS 158 CO M65 Y100 K0 R234 G111 B7 #EA6F07
• PMS 375 C50 M0 Y100 K0 R149 G214 B0 #95D600
• PMS 2925 C75 M25 Y0 K0 R38 G153 B214 #2699D6
• PMS 7409 CO M35 Y100 K0 R247 G179 B0 #F7B300
• The marque is reproduced in grey using the colour specs shown bottom left. The marque can be reproduced in white when reproducing the marque on an image.
• Don’t use a black marque on a colour background.
• Don’t use the marque in colour on a colour background.
• Don’t create a version of the marque in colour unless you are using approved brand assets.
• The minimum sizes for the DACS marque are 25 mm for the grey version and 25 mm for the black only version.
• The marque is generally used in grey or white in applications such as on our stationery and published reports.
• We use a black marque in very limited circumstances. Always seek approval if you want to use the marque in black.

Typography

• Our primary typeface is Futura – we use this font across all designed materials such as our stationery, publications, marketing materials and website. You can also use it when printing letters, documents or creating PDFs. For word processing the font size is 11pt.
• Our secondary typeface is Arial – we use it for email as the recipient may not have Futura installed on their computer. If emailing Word, Excel and PowerPoint documents Arial is also the default typeface. We use font size 10pt.
• Typographic design should be applied using the following parameters:
• Use Futura Light, Book, Medium and Bold for most applications. Light and Book works well for body copy and Bold for headlines and titling.
• Manipulating the typeface is prohibited. Stretching, condensing, outlining and drop shadow must never be used.
• Type should be set at 100% word spacing and 0% letter spacing. In some circumstances it may be necessary to adjust the spacing between individual characters manually, especially at large and display sizes.
• DACS is a contemporary brand. Type should be generally ranged left. Range right is used in some instances on screen and for applications such as infographics.
• Leading should always be set to aid a positive reading experience. For example, setting the type with 15% leading at 24pt type would be line spacing of 28pt. Above 36pt leading can be adjusted manually and closer leading is often visually more impactful. The ascenders and descenders in the typeface should never touch.
• Use colour to reflect the brand attributes of DACS and ensure legibility regardless of the medium.
• The lighter hues of grey and percentage tints of black can be used for typography and colour backgrounds. Always ensure there is decent contrast when styling typography to provide a positive reading experience.

Logo Usage

• This style guideline gives you all the information you need to maintain the integrity of the DACS marque. We use the DACS marque across all print and digital applications. The marque is reproduced in grey using the colour specs shown bottom left. The marque can be reproduced in white when reproducing the marque on an image. It is essential that the DACS marque is used correctly and consistently in all communications.
• Always use the approved and up-to-date artwork for the DACS marque.
• Never retypeset the marque.
• Don’t crop the marque.
• Don’t use the marque artwork in words or sentences.
• Don’t use a black marque on a colour background.
• Don’t rotate the marque.
• Don’t use the marque in colour on a colour background.
• Don’t use the marque on a photograph unless the DACS marque remains clearly legible.
• Don’t superimpose the marque over type or illustration unless it is an approved application such as a watermark.
• Don’t apply any visual effects to the marque in print or digitally.
• Don’t create any additional graphic devices.
• Don’t create a version of the marque in colour unless you are using approved brand assets.
• To maintain the integrity of the DACS identity it is important to allow the marque space to breath. The marque must be protected from competing visuals such as text and graphics. There must always be minimum white space around the marque. As indicated in the visual above, the absolute minimum space between the marque and other elements is equal to the width of the “D”.
• The minimum sizes for the DACS marque are 25 mm for the grey version and 25 mm for the black only version.
• The marque is generally used in grey or white in applications such as on our stationery and published reports.
• We use a black marque in very limited circumstances. Always seek approval if you want to use the marque in black.
• The DACS marque must always be reproduced in PMS Cool Grey 11 or its CMYK or RGB equivalent.

Tone And Messaging

• We aim to create a familiar image for our stakeholders by representing DACS in a clear way, using suitable imagery and language.
• Using these guidelines for every communication you produce will help us to depict an accurate picture of our organisation and the work that we do.
• An identity with personality helps our stakeholders to associate with our set of values and standards.
• The more consistently we put those values across, the stronger the identity and brand personality becomes.
• Established by artists for artists, DACS acts as trusted broker for 100,000 artists worldwide
• DACS is a not-for-profit organisation passionate about transforming the financial landscape for visual artists through innovative new products and services.
• DACS campaigns for artists’ rights, championing their sustained and vital contribution to the creative economy.
• DACS is a flagship organisation for visual artists’ rights management operating internationally for over 30 years.
• Artist-focused The interests of artists are at the heart of everything DACS does.
• Collaborative DACS works collaboratively and in partnership with a broad range of stakeholders unless this conflicts with our primary role in safeguarding the interests of artists.
• Flexible DACS is an agile and flexible organisation, responding positively and innovatively to a rapidly changing external environment.
• Entrepreneurial DACS takes creative risks within a framework of ethical values and financial propriety.
• World leader DACS is a world leader in representing and safeguarding the rights of British and international artists within a global network of sister societies.
• Our house style sets out how we phrase, punctuate, spell and capitalise words and phrases that often arise in our external and internal communications. This is to be applied by all staff as well as by external consultants, writers, editors, designers and web developers, to keep our communications consistent and clear.
• At DACS we believe that communications should be clear and concise, with as little jargon as possible. You should strive to avoid formal or complex language, as well as excessive use of acronyms or abbreviations. This means the widest possible audience can understand our messages and mission.
• Keep messages accurate and be specific. Choose words that clearly and easily instruct, guide or inform.
• People don’t have much time to read and want to understand content quickly.
• Get to the point. Keep sentences short and easy to read.
• Try to stick to one main point per sentence and think about dividing long sentences into two.
• Breaking up content into shorter paragraphs also helps them read through your text quicker.
• Don’t be afraid to use simple words. For instance, you can repeat ‘said’ rather than using ‘stated’, ‘revealed’, ‘declared’, ‘claimed’, etc.
• Also avoid puns, culture-specific slang and artspeak whenever possible, particularly for non-arts audiences.
• Construct sentences in which the subject “acts” or performs the action of the verb. The active voice clarifies and adds energy. “Art360 Foundation awarded £200,000 to 33 artists and estates for the Art360 project” rather than “33 artists and estates were awarded £200,000 by Art360 Foundation”.
• Write about the benefits of a service, rather than focusing on the features, and consider your audience. Be direct to the audience you’re targeting.
• Engage your readers by using pronouns such as ‘you’, ‘we’ and ‘our’.
• It is well-known that people scan, rather than read when they are online. Short sentences and paragraphs, sub­headings, bullet-points and lists will help your reader find the information that is relevant to them.

Brand Values

• Artist-focused The interests of artists are at the heart of everything DACS does.
• Collaborative DACS works collaboratively and in partnership with a broad range of stakeholders unless this conflicts with our primary role in safeguarding the interests of artists.
• Flexible DACS is an agile and flexible organisation, responding positively and innovatively to a rapidly changing external environment.
• Entrepreneurial DACS takes creative risks within a framework of ethical values and financial propriety.
• World leader DACS is a world leader in representing and safeguarding the rights of British and international artists within a global network of sister societies.

Visual Style

• This style guideline gives you all the information you need to maintain the integrity of the DACS marque. We use the DACS marque across all print and digital applications. The marque is reproduced in grey using the colour specs shown bottom left. The marque can be reproduced in white when reproducing the marque on an image. It is essential that the DACS marque is used correctly and consistently in all communications.
• Always use the approved and up-to-date artwork for the DACS marque. Never retypeset the marque. Don’t crop the marque. Don’t use the marque artwork in words or sentences. Don’t use a black marque on a colour background. Don’t rotate the marque. Don’t use the marque in colour on a colour background. Don’t use the marque on a photograph unless the DACS marque remains clearly legible. Don’t superimpose the marque over type or illustration unless it is an approved application such as a watermark. Don’t apply any visual effects to the marque in print or digitally. Don’t create any additional graphic devices. Don’t create a version of the marque in colour unless you are using approved brand assets.
• Cool Grey 11 C0 M0 Y0 K80 R85 G86 B90 #55565A
• To maintain the integrity of the DACS identity it is important to allow the marque space to breath. The marque must be protected from competing visuals such as text and graphics. There must always be minimum white space around the marque. As indicated in the visual above, the absolute minimum space between the marque and other elements is equal to the width of the “D”.
• The minimum sizes for the DACS marque are 25 mm for the grey version and 25 mm for the black only version.
• The marque is generally used in grey or white in applications such as on our stationery and published reports. We use a black marque in very limited circumstances. Always seek approval if you want to use the marque in black.
• The DACS master brand colour palette is made up of hues of grey and, when printing process allows, litho silver or foil blocked silver. The DACS marque must always be reproduced in PMS Cool Grey 11 or its CMYK or RGB equivalent. The lighter hues of grey and percentage tints of black can be used for typography and colour backgrounds. Always ensure there is decent contrast when styling typography to provide a positive reading experience.
• Cool Grey 11 C0 M0 Y0 K80 R85 G86 B90 #55565A Cool Grey 8 C0 M0 Y0 K60 R138 G138 B141 #8A8A8D Cool Grey 4 C0 M0 Y0 K35 R189 G187 B187 #BDBBBB Cool Grey 1 C0 M0 Y0 K17 R219 G217 B214 #DBD9D6
• The secondary brights colour palette is used in a functional way to help people identify the different DACS’ products and services. Care must be taken to ensure this bright palette does not overwhelm the house style and the more neutral master brand palette. Artist’s Resale Right uses orange Payback uses green Copyright Licensing uses blue There is also a yellow which can be used in approved circumstances to support the master brand colour palette.
• PMS 158 C0 M65 Y100 K0 R234 G111 B7 #EA6F07 PMS 375 C50 M0 Y100 K0 R149 G214 B0 #95D600 PMS 2925 C75 M25 Y0 K0 R38 G153 B214 #2699D6 PMS 7409 C0 M35 Y100 K0 R247 G179 B0 #F7B300

Iconography

• Some icons used on the DACS website and in DACS print materials have been developed to explain specific DACS services. For a full set of available icons, please contact the Communications Team at DACS.
• The strong visuaI content and focus on artwork for the Artimage brand requires a minimal graphic language, as indicated by the icons shown on the right.

Layout And Composition

• Always use the approved and up-to-date artwork for the DACS marque. Never retypeset the marque. Don’t crop the marque. Don’t use the marque artwork in words or sentences. Don’t use a black marque on a colour background. Don’t rotate the marque. Don’t use the marque in colour on a colour background. Don’t use the marque on a photograph unless the DACS marque remains clearly legible. Don’t superimpose the marque over type or illustration unless it is an approved application such as a watermark. Don’t apply any visual effects to the marque in print or digitally. Don’t create any additional graphic devices. Don’t create a version of the marque in colour unless you are using approved brand assets.
• The marque is reproduced in grey using the colour specs shown bottom left. The marque can be reproduced in white when reproducing the marque on an image.
• There must always be minimum white space around the marque. As indicated in the visual above, the absolute minimum space between the marque and other elements is equal to the width of the “D”.
• The minimum sizes for the DACS marque are 25 mm for the grey version and 25 mm for the black only version.
• The marque is generally used in grey or white in applications such as on our stationery and published reports.
• We use a black marque in very limited circumstances. Always seek approval if you want to use the marque in black.
• The DACS marque must always be reproduced in PMS Cool Grey 11 or its CMYK or RGB equivalent.
• The lighter hues of grey and percentage tints of black can be used for typography and colour backgrounds. Always ensure there is decent contrast when styling typography to provide a positive reading experience.
• Care must be taken to ensure this bright palette does not overwhelm the house style and the more neutral master brand palette.

Brand Architecture

• This style guideline gives you all the information you need to maintain the integrity of the DACS master brand and the DACS marque. We use the DACS name across all publications in both text and headings. It is essential that our master brand and DACS marque are used correctly and consistently in all communications.
• This style guideline gives you all the information you need to maintain the integrity of the DACS marque. We use the DACS marque across all print and digital applications. The marque is reproduced in grey using the colour specs shown bottom left. The marque can be reproduced in white when reproducing the marque on an image. It is essential that the DACS marque is used correctly and consistently in all communications.
• Always use the approved and up-to-date artwork for the DACS marque.
• Never retypeset the marque.
• Don’t crop the marque.
• Don’t use the marque artwork in words or sentences.
• Don’t use a black marque on a colour background.
• Don’t rotate the marque.
• Don’t use the marque in colour on a colour background.
• Don’t use the marque on a photograph unless the DACS marque remains clearly legible.
• Don’t superimpose the marque over type or illustration unless it is an approved application such as a watermark.
• Don’t apply any visual effects to the marque in print or digitally.
• Don’t create any additional graphic devices.
• Don’t create a version of the marque in colour unless you are using approved brand assets.
• To maintain the integrity of the DACS identity it is important to allow the marque space to breath. The marque must be protected from competing visuals such as text and graphics. There must always be minimum white space around the marque. As indicated in the visual above, the absolute minimum space between the marque and other elements is equal to the width of the “D”.
• The minimum sizes for the DACS marque are 25 mm for the grey version and 25 mm for the black only version.
• The marque is generally used in grey or white in applications such as on our stationery and published reports.
• We use a black marque in very limited circumstances. Always seek approval if you want to use the marque in black.
• The DACS master brand colour palette is made up of hues of grey and, when printing process allows, litho silver or foil blocked silver.
• The DACS marque must always be reproduced in PMS Cool Grey 11 or its CMYK or RGB equivalent.
• The lighter hues of grey and percentage tints of black can be used for typography and colour backgrounds. Always ensure there is decent contrast when styling typography to provide a positive reading experience.

Packaging Design

• This style guideline gives you all the information you need to maintain the integrity of the DACS marque. We use the DACS marque across all print and digital applications. The marque is reproduced in grey using the colour specs shown bottom left. The marque can be reproduced in white when reproducing the marque on an image. It is essential that the DACS marque is used correctly and consistently in all communications.
• Always use the approved and up-to-date artwork for the DACS marque.
• Never retypeset the marque.
• Don’t crop the marque.
• Don’t use the marque artwork in words or sentences.
• Don’t use a black marque on a colour background.
• Don’t rotate the marque.
• Don’t use the marque in colour on a colour background.
• Don’t use the marque on a photograph unless the DACS marque remains clearly legible.
• Don’t superimpose the marque over type or illustration unless it is an approved application such as a watermark.
• Don’t apply any visual effects to the marque in print or digitally.
• Don’t create any additional graphic devices.
• Don’t create a version of the marque in colour unless you are using approved brand assets.
• To maintain the integrity of the DACS identity it is important to allow the marque space to breath. The marque must be protected from competing visuals such as text and graphics. There must always be minimum white space around the marque. As indicated in the visual above, the absolute minimum space between the marque and other elements is equal to the width of the “D”.
• The minimum sizes for the DACS marque are 25 mm for the grey version and 25 mm for the black only version.
• The marque is generally used in grey or white in applications such as on our stationery and published reports.
• We use a black marque in very limited circumstances. Always seek approval if you want to use the marque in black.
• The DACS master brand colour palette is made up of hues of grey and, when printing process allows, litho silver or foil blocked silver.
• The DACS marque must always be reproduced in PMS Cool Grey 11 or its CMYK or RGB equivalent.
• The lighter hues of grey and percentage tints of black can be used for typography and colour backgrounds. Always ensure there is decent contrast when styling typography to provide a positive reading experience.
• The secondary brights colour palette is used in a functional way to help people identify the different DACS’ products and services. Care must be taken to ensure this bright palette does not overwhelm the house style and the more neutral master brand palette.
• Artist’s Resale Right uses orange
• Payback uses green
• Copyright Licensing uses blue
• There is also a yellow which can be used in approved circumstances to support the master brand colour palette.

Accessibility Guidelines

• The marque is reproduced in grey using the colour specs shown bottom left. The marque can be reproduced in white when reproducing the marque on an image. It is essential that the DACS marque is used correctly and consistently in all communications.
• Always use the approved and up-to-date artwork for the DACS marque. Never retypeset the marque. Don’t crop the marque. Don’t use the marque artwork in words or sentences. Don’t use a black marque on a colour background. Don’t rotate the marque. Don’t use the marque in colour on a colour background. Don’t use the marque on a photograph unless the DACS marque remains clearly legible. Don’t superimpose the marque over type or illustration unless it is an approved application such as a watermark. Don’t apply any visual effects to the marque in print or digitally. Don’t create any additional graphic devices. Don’t create a version of the marque in colour unless you are using approved brand assets.
• There must always be minimum white space around the marque. As indicated in the visual above, the absolute minimum space between the marque and other elements is equal to the width of the “D”.
• The minimum sizes for the DACS marque are 25 mm for the grey version and 25 mm for the black only version.
• The marque is generally used in grey or white in applications such as on our stationery and published reports. We use a black marque in very limited circumstances. Always seek approval if you want to use the marque in black.
• The DACS marque must always be reproduced in PMS Cool Grey 11 or its CMYK or RGB equivalent.
• The lighter hues of grey and percentage tints of black can be used for typography and colour backgrounds. Always ensure there is decent contrast when styling typography to provide a positive reading experience.

Digital Guidelines

• We use the DACS marque across all print and digital applications. The marque is reproduced in grey using the colour specs shown bottom left. The marque can be reproduced in white when reproducing the marque on an image. It is essential that the DACS marque is used correctly and consistently in all communications.
• Always use the approved and up-to-date artwork for the DACS marque. Never retypeset the marque. Don’t crop the marque. Don’t use the marque artwork in words or sentences. Don’t use a black marque on a colour background. Don’t rotate the marque. Don’t use the marque in colour on a colour background. Don’t use the marque on a photograph unless the DACS marque remains clearly legible. Don’t superimpose the marque over type or illustration unless it is an approved application such as a watermark. Don’t apply any visual effects to the marque in print or digitally. Don’t create any additional graphic devices. Don’t create a version of the marque in colour unless you are using approved brand assets.
• The minimum sizes for the DACS marque are 25 mm for the grey version and 25 mm for the black only version.
• There must always be minimum white space around the marque. As indicated in the visual above, the absolute minimum space between the marque and other elements is equal to the width of the “D”.
• The marque is generally used in grey or white in applications such as on our stationery and published reports.
• We use a black marque in very limited circumstances. Always seek approval if you want to use the marque in black.
• The DACS master brand colour palette is made up of hues of grey and, when printing process allows, litho silver or foil blocked silver. The DACS marque must always be reproduced in PMS Cool Grey 11 or its CMYK or RGB equivalent.
• The lighter hues of grey and percentage tints of black can be used for typography and colour backgrounds. Always ensure there is decent contrast when styling typography to provide a positive reading experience.
• The secondary brights colour palette is used in a functional way to help people identify the different DACS’ products and services. Care must be taken to ensure this bright palette does not overwhelm the house style and the more neutral master brand palette.
• Artist’s Resale Right uses orange Payback uses green Copyright Licensing uses blue There is also a yellow which can be used in approved circumstances to support the master brand colour palette.

Print Guidelines

• We use the DACS marque across all print and digital applications. The marque is reproduced in grey using the colour specs shown bottom left. The marque can be reproduced in white when reproducing the marque on an image. It is essential that the DACS marque is used correctly and consistently in all communications.
• Always use the approved and up-to-date artwork for the DACS marque.
• Never retypeset the marque.
• Don’t crop the marque.
• Don’t use the marque artwork in words or sentences.
• Don’t use a black marque on a colour background.
• Don’t rotate the marque.
• Don’t use the marque in colour on a colour background.
• Don’t use the marque on a photograph unless the DACS marque remains clearly legible.
• Don’t superimpose the marque over type or illustration unless it is an approved application such as a watermark.
• Don’t apply any visual effects to the marque in print or digitally.
• Don’t create any additional graphic devices.
• Don’t create a version of the marque in colour unless you are using approved brand assets.
• There must always be minimum white space around the marque. As indicated in the visual above, the absolute minimum space between the marque and other elements is equal to the width of the “D”.
• The minimum sizes for the DACS marque are 25 mm for the grey version and 25 mm for the black only version.
• The marque is generally used in grey or white in applications such as on our stationery and published reports.
• We use a black marque in very limited circumstances. Always seek approval if you want to use the marque in black.
• The DACS master brand colour palette is made up of hues of grey and, when printing process allows, litho silver or foil blocked silver.
• The DACS marque must always be reproduced in PMS Cool Grey 11 or its CMYK or RGB equivalent.
• The lighter hues of grey and percentage tints of black can be used for typography and colour backgrounds. Always ensure there is decent contrast when styling typography to provide a positive reading experience.
• Care must be taken to ensure this bright palette does not overwhelm the house style and the more neutral master brand palette.

Naming Conventions

• We use ‘DACS’ across all publications in both text and headings.
• This is our registered company name and we are required to use it on official documents such as our letterhead, annual audited accounts, website and email footer.
• For example, Design and Artists Copyright Society is a Company Limited by Guarantee. Reg England No. 1780482
• Payback is a registered trade mark in the European Union. Please note that the word Payback cannot be used in a blue font or in combination with a logo or stylised element which is predominantly blue.
• If you have any doubts about this, please do not hesitate to contact us.
• It is important to identify registered and unregistered trade marks to give third parties notice of the rights. They can be accompanied by the ® and ™ graphic respectively, which is advisable, though not compulsory. You should always check in which territory any trade mark rights are effective, and in which territories they are not.

Social Media Guidelines

• On social media use ‘hashtags’ (e,g #Paybackl 6) and ‘handles’ (e.g. @DACSforArtists) to link your content into wider conversations, target your stakeholders and engage them in your brand and content.
• dacs.org.uk @DACSforArtists f/DACSforArtists

Additional Properties