Dow Chemical

Official Websites

• https://www.dow.com
• http://www.dow.com

Brand Guidelines

2021

Brand Summary

Mission

• Dow’s mission is to strengthen and support the One Dow brand, ensuring all initiatives benefit from a single strong brand reputation and high credibility, while focusing on collaboration, innovation, and building the future with others [^1].

Core Values

• collaboration
• innovation
• quality
• credibility
• diversity_and_inclusion
• sustainability

Target Audience

• Customers, partners, employees, and stakeholders seeking innovative solutions, quality products, and collaborative relationships in the chemical and materials industry [^2].

Personality Traits

• collaborative
• innovative
• forward-looking
• engaging
• quality-focused
• inclusive

Visual Identity Overview

• The visual identity centers on the DOW Diamond logo, which is always used as a unit (symbol, logotype, trademark) and supported by strict guidelines for color, clear space, and legibility. The brandline ‘Seek Together’ reinforces collaboration and is used in lockups with the logo. The color palette prioritizes Dow Red, black, and white, with emphasis on contrast and ADA compliance. Visual style is clean, professional, and consistent across applications [^3].

Categories

Brand Imagery

• Use the full-color Red logo is always preferred and should be used whenever possible. It is designed to work on most backgrounds. The Dow logotype MUST BE WHITE to ensure contrast and legibility.
• When the full-color logo isn’t applicable, such as when printing in grayscale, use this logo. The Dow Red logo is always the preferred logo, when possible.
• When the full-color logo doesn’t provide enough contrast and legibility, such as on a complicated background, use this logo. You may reverse the Dow logotype over a solid background color when printing limitations dictate, for example on a promotional items.
• As our focus at Dow becomes more digital, we have realigned the CMYK print values of Dow Red to better match the RGB and PANTONE (PMS 185) values of the color.
• Do not copy logos directly from these guidelines. Please be sure to download the new DOW Diamond logo package from the public page of the Brand Center for the latest approved Dow logos.
• To ensure the optimum legibility of the logo, maintain ample clear space around it. The minimum recommended clear space is one-half the height of the DOW Diamond, represented at right by the white area surrounding the Diamond.
• Do not place the brandline, type or graphic elements within this clear space.
• To maintain brand integrity, be sure that the logo stays legible when small. Best practice is to review the logo in real-world media, such as in a printed test and on-screen at various screen resolutions.
• Whenever we talk about the DOW Diamond in text, the word DOW is always in ALL Caps, and the word Diamond is initial capped.
• Ensuring consistent use of our logo is a crucial part of building brand equity. In protecting the logo, there are several things you need to avoid.
• Don’t lock-up the Dow Diamond logo with business names.
• Don’t lock-up the Dow Diamond logo with product names.
• Don’t use or create tagline lock-ups to the DOW Diamond logo. Taglines should be treated as text headlines or text subheadlines.
• Don’t create lock-ups to the DOW Diamond logo without Brand approval. The only lockup permitted is with the Seek Together brandline and must be used per master files.
• Don’t use the DOW Diamond logo as a word.
• Don’t use or create internal initiative logos.
• Don’t use or create product logos.
• Don’t use or create tagline logos. Taglines should be treated as text headlines or text subheadlines.
• Don’t use the DOW Diamond to identify fleet vehicles, such as tractor-trailers, tank cars, shuttle vehicles or rolling stock carrying hazardous materials.
• Don’t place the word “DOW” in a shape or design element other than the official Dow Diamond.
• Don’t use the DOW Diamond in repetition as a pattern.
• Don’t alter the logotype inside the DOW Diamond logo.
• Don’t add drop shadows to the DOW Diamond logo.
• Don’t use the 1-color black DOW Diamond logo for color printing.

Color Palette

• We have three logo color schemes to support a range of production needs.
• Full-color Dow Red logo Use the full-color Red logo is always preferred and should be used whenever possible. It is designed to work on most backgrounds. The Dow logotype MUST BE WHITE to ensure contrast and legibility.
• One-color black logo When the full-color logo isn’t applicable, such as when printing in grayscale, use this logo. The Dow Red logo is always the preferred logo, when possible.
• One-color reverse logo When the full-color logo doesn’t provide enough contrast and legibility, such as on a complicated background, use this logo. You may reverse the Dow logotype over a solid background color when printing limitations dictate, for example on a promotional items.
• As our focus at Dow becomes more digital, we have realigned the CMYK print values of Dow Red to better match the RGB and PANTONE (PMS 185) values of the color.
• The Dow logotype MUST BE WHITE to ensure contrast and legibility.
• Do not use a background that is not in our color palette.
• Do not choose a background that is very similar in color to the DOW Diamond.
• Do not use the black DOW Diamond when color is available.
• Do not use the black DOW Diamond on a photograph. Only place it on a solid background in one color applications.
• Do not use the reverse DOW Diamond on a photograph. Only place it on a solid background. Exceptions may be made for the DOW watermark in video applications.
• Do not allow the background to show through the logotype on the Dow Red Diamond logo. On the Red Diamond, the type must always be white.
• For ADA compliance, always ensure that there is sufficient contrast with the background for legibility.
• Use only over 100% Slate Gray only when the word “Together” will be displayed at 18pt/24px or larger.
• Use the one-color black positive lockup only in instances where one-color printing is indicated.
• Use the one-color reverse lockup only in instances where one-color printing is indicated, or when needed for ADA compliance.

Typography

• The Dow logotype MUST BE WHITE to ensure contrast and legibility.
• Whenever we talk about the DOW Diamond in text, the word DOW is always in ALL Caps, and the word Diamond is initial capped.

Logo Usage

• Our DOW Diamond logo consists of three elements always used as a unit: the symbol, the logotype and the trademark. symbol is the red Diamond, the logotype is our company name in white text and the trademark is the standard registered trademark symbol.
• We have three logo color schemes to support a range of production needs.
• Use the full-color Red logo is always preferred and should be used whenever possible. It is designed to work on most backgrounds. The Dow logotype MUST BE WHITE to ensure contrast and legibility.
• When the full-color logo isn’t applicable, such as when printing in grayscale, use this logo. The Dow Red logo is always the preferred logo, when possible.
• When the full-color logo doesn’t provide enough contrast and legibility, such as on a complicated background, use this logo. You may reverse the Dow logotype over a solid background color when printing limitations dictate, for example on a promotional items.
• Any third party use of the DOW Diamond requires legal approval from the Dow trademark department.
• As our focus at Dow becomes more digital, we have realigned the CMYK print values of Dow Red to better match the RGB and PANTONE (PMS 185) values of the color.
• Do not copy logos directly from these guidelines. Please be sure to download the new DOW Diamond logo package from the public page of the Brand Center for the latest approved Dow logos.
• To ensure the optimum legibility of the logo, maintain ample clear space around it. The minimum recommended clear space is one-half the height of the DOW Diamond, represented at right by the white area surrounding the Diamond.
• Do not place the brandline, type or graphic elements within this clear space.
• To maintain brand integrity, be sure that the logo stays legible when small. Best practice is to review the logo in real-world media, such as in a printed test and on-screen at various screen resolutions.
• NOTE: The DOW Diamond used with the with the notch configuration is no longer for general use, but limited to Dow signage and other special brand applications upon approval
• Do not copy logos directly from these guidelines. Always use the approved digital artwork files available from the Brand Center.
• Don’t lock-up the Dow Diamond logo with business names.
• Don’t lock-up the Dow Diamond logo with product names.
• Don’t use or create tagline lock-ups to the DOW Diamond logo. Taglines should be treated as text headlines or text subheadlines.
• Don’t create lock-ups to the DOW Diamond logo without Brand approval. The only lockup permitted is with the Seek Together brandline and must be used per master files.
• Don’t use the DOW Diamond logo as a word.
• Don’t use or create internal initiative logos.
• Don’t use or create product logos.
• Don’t use or create tagline logos. Taglines should be treated as text headlines or text subheadlines.
• Don’t use the DOW Diamond to identify fleet vehicles, such as tractor-trailers, tank cars, shuttle vehicles or rolling stock carrying hazardous materials.
• Don’t place the word “DOW” in a shape or design element other than the official Dow Diamond.
• Don’t use the Dow Diamond in repetition as a pattern.
• Don’t alter the logotype inside the DOW Diamond logo.
• Don’t add drop shadows to the DOW Diamond logo.
• Don’t use the 1-color black DOW Diamond logo for color printing.

Tone And Messaging

• Whenever we talk about the DOW Diamond in text, the word DOW is always in ALL Caps, and the word Diamond is initial capped.
• Don’t use the DOW Diamond logo as a word.
• Taglines should be treated as text headlines or text subheadlines.

Visual Style

• Use the full-color Red logo is always preferred and should be used whenever possible. It is designed to work on most backgrounds. The Dow logotype MUST BE WHITE to ensure contrast and legibility.
• When the full-color logo isn’t applicable, such as when printing in grayscale, use this logo. The Dow Red logo is always the preferred logo, when possible.
• When the full-color logo doesn’t provide enough contrast and legibility, such as on a complicated background, use this logo. You may reverse the Dow logotype over a solid background color when printing limitations dictate, for example on a promotional items.
• As our focus at Dow becomes more digital, we have realigned the CMYK print values of Dow Red to better match the RGB and PANTONE (PMS 185) values of the color.
• Do not copy logos directly from these guidelines. Please be sure to download the new DOW Diamond logo package from the public page of the Brand Center for the latest approved Dow logos.
• To ensure the optimum legibility of the logo, maintain ample clear space around it. The minimum recommended clear space is one-half the height of the DOW Diamond, represented at right by the white area surrounding the Diamond.
• Do not place the brandline, type or graphic elements within this clear space.
• To maintain brand integrity, be sure that the logo stays legible when small. Best practice is to review the logo in real-world media, such as in a printed test and on-screen at various screen resolutions.
• Whenever we talk about the DOW Diamond in text, the word DOW is always in ALL Caps, and the word Diamond is initial capped.
• Don’t lock-up the Dow Diamond logo with business names.
• Don’t lock-up the Dow Diamond logo with product names.
• Don’t use or create tagline lock-ups to the DOW Diamond logo. Taglines should be treated as text headlines or text subheadlines.
• Don’t create lock-ups to the DOW Diamond logo without Brand approval. The only lockup permitted is with the Seek Together brandline and must be used per master files.
• Don’t use the DOW Diamond logo as a word.
• Don’t use or create internal initiative logos.
• Don’t use or create product logos.
• Don’t use or create tagline logos. Taglines should be treated as text headlines or text subheadlines.
• Don’t use the DOW Diamond to identify fleet vehicles, such as tractor-trailers, tank cars, shuttle vehicles or rolling stock carrying hazardous materials.
• Don’t place the word “DOW” in a shape or design element other than the official Dow Diamond.
• Don’t use the Dow Diamond in repetition as a pattern.
• Don’t alter the logotype inside the DOW Diamond logo.
• Don’t add drop shadows to the DOW Diamond logo.
• Don’t use the 1-color black DOW Diamond logo for color printing.
• Do not copy logos directly from these guidelines. Always use the approved digital artwork files available from the Brand Center.

Layout And Composition

• Use the full-color Red logo is always preferred and should be used whenever possible. It is designed to work on most backgrounds. The Dow logotype MUST BE WHITE to ensure contrast and legibility.
• When the full-color logo isn’t applicable, such as when printing in grayscale, use this logo. The Dow Red logo is always the preferred logo, when possible.
• When the full-color logo doesn’t provide enough contrast and legibility, such as on a complicated background, use this logo. You may reverse the Dow logotype over a solid background color when printing limitations dictate, for example on a promotional items.
• To ensure the optimum legibility of the logo, maintain ample clear space around it. The minimum recommended clear space is one-half the height of the DOW Diamond, represented at right by the white area surrounding the Diamond.
• Do not place the brandline, type or graphic elements within this clear space.
• To maintain brand integrity, be sure that the logo stays legible when small. Best practice is to review the logo in real-world media, such as in a printed test and on-screen at various screen resolutions.
• Don’t lock-up the Dow Diamond logo with business names.
• Don’t lock-up the Dow Diamond logo with product names.
• Don’t use or create tagline lock-ups to the Dow Diamond logo. Taglines should be treated as text headlines or text subheadlines.
• Don’t create lock-ups to the DOW Diamond logo without Brand approval. The only lockup permitted is with the Seek Together brandline and must be used per master files.
• Don’t use the DOW Diamond logo as a word.
• Don’t use or create internal initiative logos.
• Don’t use or create product logos.
• Don’t use or create tagline logos. Taglines should be treated as text headlines or text subheadlines.
• Don’t use the DOW Diamond to identify fleet vehicles, such as tractor-trailers, tank cars, shuttle vehicles or rolling stock carrying hazardous materials.
• Don’t place the word “DOW” in a shape or design element other than the official Dow Diamond.
• Don’t use the Dow Diamond in repetition as a pattern.
• Don’t alter the logotype inside the DOW Diamond logo.
• Don’t add drop shadows to the DOW Diamond logo.
• Don’t use the 1-color black DOW Diamond logo for color printing.

Ada Compliance

• For ADA compliance, always ensure that there is sufficient contrast with the background for legibility.
• For more information, see ADA Compliance information in the typography section of the Brand Center.
• Use the one-color reverse lockup only in instances where one-color printing is indicated, or when needed for ADA compliance.
• Exception for horizontal lockup and when required in small type sizes for ADA compliance

2014

Brand Summary

Mission

• To passionately create innovation for our stakeholders at the intersection of chemistry, biology, and physics, delivering solutions for human progress.

Core Values

• Integrity
• Respect for People
• Protecting our Planet

Target Audience

• Stakeholders including customers, partners, and global audiences seeking science-driven solutions for societal challenges.

Personality Traits

• Confident
• Engaging
• Inspiring
• Straightforward
• Adventurous
• Caring
• Collaborative
• Curious
• Diverse
• Dynamic
• Experts
• Global
• Innovative
• Progressive
• Responsible
• Smart
• Sophisticated

Visual Identity Overview

• The visual identity centers on the Dow Diamond logo, a masterbrand strategy, a bold color palette led by Dow Red, proprietary and default typefaces, crisp and authentic imagery, and a structured approach to layout and design elements for consistent, impactful communications.

Categories

Brand Voice

• Our brand voice is grounded in our brand strategy. It is the guide for bringing our attributes to life verbally.
• Brand voice is a reflection of who we are
• Just as the brand promise and pillars were developed to celebrate and evolve the existing Dow brand, the brand voice was created to reflect Dow’s culture. Everything that makes Dow and its employees unique should shine through in our communications.
• To capture the spirit of Dow, one of our key goals as communicators is to express a sense of passion, measured with a sense of purpose.
• Be passionate… Approach your writing as a craft you truly love. Be genuine, enthusiastic and interested, always speaking positively about what Dow can do.
• Be purposeful… Walk the walk: Always consider your audience, their needs and what matters most to them. Lead with the benefit. Back up your claims with credible facts.
• Proper Company Name: Dow vs. Dow Chemical Use the company identifier “Dow” in all advertising and promotional material. Avoid the use of “Dow Chemical” where possible as means of supporting the company’s transformation to a broader, solutions-based brand.
• Use “The Dow Chemical Company” where legal identification is required, beneficial or promotes clarity.
• IMPORTANT NOTE: As with all legally trademarked names, the name “DOW” should never be translated.
• Dow’s power words Use this handy glossary of on-brand language as a starting point to help you infuse the new brand voice into your communications.
• Dow and its people are… Our solutions are… Adventurous Advanced Caring Complex Collaborative Energizing Curious Essential to progress Diverse Game-changing Dynamic Imaginative Engaging Impactful Experts Sophisticated Global Unique Innovative Vital Problem solvers Progressive Other useful words… Responsible Opportunity Smart Possibility Sophisticated Tomorrow

Brand Imagery

• Photography plays a vital role in expressing our brand. Photographs capture and hold a person’s attention in ways that words seldom can. They’re very immediate and add meaning and a sense of place. Use high-quality imagery that is consistent with our brand attributes.
• Our imagery style is: - Crisp - Optimistic - Balanced in contrast - Clean - Naturally lit - Authentic
• When choosing images, keep in mind: - Dynamic cropping - Micro/macro contrasting - Focus on subject
• Science and technology are the building blocks of our solutions, but they should not be the focus of our imagery. Abstract, technical images distract from the larger story (our commitment to improving human lives), and they have become industry cliches. If we want others to believe we can change the world, we have to show we can think outside the box.
• Don’t use over-saturated or artificially lit images or images that use filters and gels.
• Don’t use blurred or “motion” photos.
• Don’t use staged or cliche styled photos. We want to capture real moments in real situations.
• Don’t use black and white photos when full color is possible.
• Don’t use purely abstract photos or photos with no context, meaning or subject matter.
• Don’t use vignettes or other photographic treatments.
• Don’t crop imagery in shapes other than boxes.

Color Palette

• Dow red is an integral part of the Dow visual identity. It connotes leadership, courage, willpower, vigor, faithfulness and heritage.
• Primary palette PANTONE 185 C Dow Red C:0 M:92 Y:76 K:0 R:232 G:0 B:51 HEX: #E80033
• While our color palette includes an array of vibrant accent and neutral colors, please keep in mind that these colors are used to complement — not compete with — red.
• Secondary palette PANTONE 1235 C Dow Yellow C:0 M:29 Y:91 K:0 R:253 G:187 B:48 HEX: #FDBB30
• PANTONE 221 C Dow Purple C:0 M:100 Y:26 K:38 R:145 G:0 B:72 HEX: #910048
• PANTONE 144 C Dow Orange C:0 M:51 Y:100 K:0 R:237 G:139 B:0 HEX: #ED8B00
• PANTONE 226 C Dow Magenta C:0 M:100 Y:2 K:0 R:208 G:0 B:111 HEX: #D0006F
• PANTONE 179 C Dow Dark Orange C:0 M:79 Y:100 K:0 R:241 G:93 B:34 HEX: #F15D22
• PANTONE 193 C Dow Dark Red C:2 M:99 Y:62 K:11 R:191 G:13 B:62 HEX: #BF0D3E
• Neutral palette White C:0 M:0 Y:0 K:0 R:255 G:255 B:255 HEX: #FFFFFF
• Black C:0 M:0 Y:0 K:100 R:0 G:0 B:0 HEX: #000000
• 25% Black C:0 M:0 Y:0 K:25 R:230 G:230 B:230 HEX: #E6E6E6
• 50% Black C:0 M:0 Y:0 K:50 R:191 G:191 B:191 HEX: #BFBFBF
• 75% Black C:0 M:0 Y:0 K:75 R:128 G:128 B:128 HEX: #808080

Typography

• Our primary typeface is Dow Corporate, a Swiss sans serif. It has a similar character to a number of classic typefaces. The six samples on the right show the approved weights. Consistency is key to strong brand communications, so use this typeface whenever possible.
• Swift Neue LT provides a balance to the bold sharpness of Dow Corporate. Swift Neue LT is a compact serif typeface that brings warmth and consistency to secondary copy applications, such as interior spreads and corporate communications.
• Dow Primary Typeface: Dow Corporate Family (Dow proprietary font)
• Dow Corporate Light
• Dow Corporate Light Italic
• Dow Corporate Regular
• Dow Corporate Regular Italic
• Dow Corporate Bold
• Dow Corporate Bold Italic
• Dow Secondary Typeface: Swift Neue LT Pro (available online for purchase) Swift Neue LT Pro Regular
• Swift Neue LT Pro Ita
• Swift Neue LT Pro Bold
• Swift Neue LT Pro Bold Italic
• Dow Secondary Typeface: Dow Script (Dow proprietary font)
• Dow Script
• NOTE: To be used sparingly as a highlight, accent, texture or graphic element. NOT for use as text or full headers.
• Our primary and secondary typefaces (see previous page) are not standard on most computers. In order to ensure that our messages are presented properly in all situations, we specify default typefaces (Arial and Times New Roman) to be used when the primary and secondary typefaces are not available. Web, email and MS Office applications are areas where the default typefaces are recommended.
• Default system typeface for Dow Corporate: Arial
• Arial Regular
• Arial Italic
• Arial Bold
• Arial Bold Italic
• Default system typeface for Swift Neue Pro: Times New Roman
• Times New Roman Regular
• Times New Roman Regular Italic Times New Roman Bold Times New Roman Bold Italic
• There is no default desktop substitute for Dow Script.

Logo Usage

• Our anchoring element is the Dow Diamond logo, the single most important visual identifier of our brand and center point of our masterbrand strategy.
• Our Dow Diamond logo consists of three elements that are always used as a unit: the symbol, the logotype and the trademark. The symbol is the red Diamond; the logotype is our company name in white text; and the trademark is the standard registered trademark symbol.
• Using our logo consistently ensures that we build equity and recognition. Always use approved electronic logo artwork.
• Dow Diamond logo assets are available through the Brand administrator: dowbrand@dow.com
• IMPORTANT NOTE: As with all legally trademarked names, the name “DOW” should never be translated.
• The Dow Diamond logo is synonymous with our entire enterprise and is only used to identify all of Dow. The word “Dow” is used to identify and qualify our portfolio of offer­ings. This allows for the easy transfer of equity up and down our portfolio.
• To preserve the impact of the Dow Diamond logo, it is only used to identify Dow as a complete enterprise, and is not placed in close proximity to other words, logos or messag­es. This ensures that our iconic logo remains a timeless, powerful identifier of Dow and of all we achieve.
• Important Note: as shown on this page, business or function names should NEVER be used as a lock-up logo with the Dow Diamond.
• Don’t lock-up the Dow Diamond logo with business names.
• Don’t lock-up the Dow Diamond logo with product names.
• Don’t use or create tagline lock-ups to the Dow Diamond logo. Tag lines should be treated as text headlines or text subhead lines.
• Don’t use or create internal initiative logos.
• Don’t use or create product logos.
• Don’t use or create tagline logos. Tag lines should be treated as text headlines or text subheadlines.
• Clear space refers to the area around the logo that is kept free of text and graphics to provide the logo with optimum visibility. The clear space shown to the right is a guideline showing the MINIMUM clear space required. Additional clear space is preferred whenever possible.
• Scenario 1 : Clear space from objects Half the height of the Diamond (1/2X) is the minimum clear space between the Dow Diamond logo and application edges, objects and graphics.
• This 1/2X distance is a minimum that is in accordance with industry standards. It will provide protection for the logo in most instances. However, the preferred clear space is more than 1/2X. The Dow Diamond logo is most effective when surrounded by as much open space as possible.
• Scenario 2: Clear space from text Twice the height of the Diamond (2X) is the minimum clear space between the Dow Diamond logo and text.
• Any deviation from the guidelines shown here require Brand Council approval. Special considerations, however, will be given to digital applications due to space limitations.

Tone And Messaging

• Our brand voice is grounded in our brand strategy. It is the guide for bringing our attributes to life verbally.
• Brand voice is a reflection of who we are
• Just as the brand promise and pillars were developed to celebrate and evolve the existing Dow brand, the brand voice was created to reflect Dow’s culture. Everything that makes Dow and its employees unique should shine through in our communications.
• To capture the spirit of Dow, one of our key goals as communicators is to express a sense of passion, measured with a sense of purpose.
• Be passionate… Approach your writing as a craft you truly love. Be genuine, enthusiastic and interested, always speaking positively about what Dow can do.
• Be purposeful… Walk the walk: Always consider your audience, their needs and what matters most to them. Lead with the benefit. Back up your claims with credible facts.
• Use the company identifier “Dow” in all advertising and promotional material. Avoid the use of “Dow Chemical” where possible as means of supporting the company’s transformation to a broader, solutions-based brand.
• Use “The Dow Chemical Company” where legal identification is required, beneficial or promotes clarity.
• IMPORTANT NOTE: As with all legally trademarked names, the name “DOW” should never be translated.
• Use this handy glossary of on-brand language as a starting point to help you infuse the new brand voice into your communications.
• Dow and its people are… Adventurous, Caring, Collaborative, Curious, Diverse, Dynamic, Engaging, Experts, Global, Innovative, Problem solvers, Progressive, Responsible, Smart, Sophisticated.
• Our solutions are… Advanced, Complex, Energizing, Essential to progress, Game-changing, Imaginative, Impactful, Sophisticated, Unique, Vital, Opportunity, Possibility, Tomorrow.

Brand Values

• Integrity
• Respect for People
• Protecting our Planet

Visual Style

• Our anchoring element is the Dow Diamond logo, the single most important visual identifier of our brand and center point of our masterbrand strategy.
• Our Dow Diamond logo consists of three elements that are always used as a unit: the symbol, the logotype and the trademark. The symbol is the red Diamond; the logotype is our company name in white text; and the trademark is the standard registered trademark symbol.
• Using our logo consistently ensures that we build equity and recognition. Always use approved electronic logo artwork.
• IMPORTANT NOTE: As with all legally trademarked names, the name “DOW” should never be translated.
• The Dow Diamond logo is synonymous with our entire enterprise and is only used to identify all of Dow. The word “Dow” is used to identify and qualify our portfolio of offer­ings. This allows for the easy transfer of equity up and down our portfolio.
• To preserve the impact of the Dow Diamond logo, it is only used to identify Dow as a complete enterprise, and is not placed in close proximity to other words, logos or messag­es. This ensures that our iconic logo remains a timeless, powerful identifier of Dow and of all we achieve.
• Important Note: as shown on this page, business or function names should NEVER be used as a lock-up logo with the Dow Diamond.
• Don’t lock-up the Dow Diamond logo with business names.
• Don’t lock-up the Dow Diamond logo with product names.
• Don’t use or create tagline lock-ups to the Dow Diamond logo. Tag lines should be treated as text headlines or text subhead lines.
• Don’t use or create internal initiative logos.
• Don’t use or create product logos.
• Don’t use or create tagline logos. Tag lines should be treated as text headlines or text subheadlines.
• Clear space refers to the area around the logo that is kept free of text and graphics to provide the logo with optimum visibility. The clear space shown to the right is a guideline showing the MINIMUM clear space required. Additional clear space is preferred whenever possible.
• Half the height of the Diamond (1/2X) is the minimum clear space between the Dow Diamond logo and application edges, objects and graphics.
• This 1/2X distance is a minimum that is in accordance with industry standards. It will provide protection for the logo in most instances. However, the preferred clear space is more than 1/2X. The Dow Diamond logo is most effective when surrounded by as much open space as possible.
• Twice the height of the Diamond (2X) is the minimum clear space between the Dow Diamond logo and text.
• Any deviation from the guidelines shown here require Brand Council approval. Special considerations, however, will be given to digital applications due to space limitations.

Product Branding

• We use a masterbrand strategy to ensure that it is easy for our various audiences to recognize our products and the value we deliver. Our masterbrand is Dow, and this is the point of reference for anything and everything we do. We offer a broad portfolio of named products and services. Each of these products and services may have an individual trademark, but they should not have individual logos (with the limited exception of a few approved Dow Branded products).
• Descriptor Dow +descriptor name Associative Dow +associative.name Branded Product Product visible to consumer.or identified breakthrough, market-facing product Stand-alone Stand-alone product brand not associated with Dow
• Descriptor Product samples: DOW Chlorine DOW Ethylene Glycol Associative Product samples: Common treatment: BIOBAN"" Antimicrobials DOWSEA-NINE* Marine Antifouling Agents Ingredient Brand treatment: Made with DCWSEA-NINE■ marireardiksulirggens Processed with DCWIORAN* antimicrobials Branded Product samples: TILE BOND* Stand-alone Product samples: Agro es Widestrike»

Stationery And Templates

• Dow-Olympic stationery is the approved stationery for business cards and letterheads for all Dow businesses and functions.
• Dow Corporate PowerPoint presentation templates are available for any function or business to use.

Branded Samples

• Branded Samples Print, online, advertising, events

Additional Properties

Revenue History