Miami Dolphins

Official Websites

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

Brand Guidelines

2021

Brand Summary

Mission

• Honor the proud winning tradition of the Miami Dolphins by building a high-integrity, team-first, innovative, and results-oriented organization that consistently competes for championships and makes an impact on and off the field [^1].

Core Values

• integrity
• team-first attitude
• innovation
• results-oriented
• hope
• passion
• grit
• unity
• community impact
• respect
• empathy
• inclusivity
• accountability
• resilience
• professionalism
• honor
• purposefulness
• responsibility
• confidence
• aspiration

Target Audience

• Fans of the Miami Dolphins, the South Florida community, families, children, and individuals who value tradition, community, and positive impact [^2].

Personality Traits

• team-first
• thoughtful
• hard working
• purposeful
• luxurious
• honorable
• classy
• intentional
• open-minded
• unwavering
• professional
• gritty
• resilient
• respected
• stylish
• refined
• responsible
• confident
• aspirational
• accountable

Visual Identity Overview

• The Miami Dolphins brand features a vibrant, energetic visual style with a primary color palette inspired by South Florida (aqua, white, orange), a dynamic dolphin and sun emblem, clean and elegant design ethos, and consistent logo usage guidelines. Typography includes Heroic Condensed for headlines and Avenir Roman for body copy. Imagery emphasizes motion, athleticism, and community [^3].

Categories

Brand Voice

• HOW WE SPEAK IS JUST AS IMPORTANT AS WHAT WE SAY.
• We are Team-First, Thoughtful, Hard Working, Purposeful, Luxurious, Honorable, Classy, Intentional, Open-Minded, Unwavering, Professional, Gritty, Resilient, Respected, Stylish, Refined, Responsible, Confident, Aspirational, Accountable.
• We are not Snarky, Bombastic, Audacious, Idle, Reckless, Amateur, Afraid, Cocky, Selfish, Cute, Sophomoric.
• CLEAN, STRAIGHT­FORWARD AND TO THE POINT
• We don’t over complicate our work. It has purpose. We lead with imagery and let our actions and character drive our messaging.
• The fundamental ethos of our design is clean, elegant, and simple, yet creative at the same time.

Brand Imagery

• The image should feature a stylized dolphin in a dynamic, leaping pose, positioned centrally against a background that suggests the sun with rays extending outward, possibly orange in color, creating a vibrant, energetic atmosphere. The dolphin should be depicted in shades of blue, with a sleek, streamlined body, a dorsal fin, and an elongated snout, emphasizing motion and agility. Behind the dolphin, there should be a large, circular white or light-colored sun or moon, with sharp, radiating rays in orange that contrast with the teal or dark blue background, enhancing the sense of brightness and vitality. The overall composition should evoke themes of aquatic life, energy, and vibrancy, with the dolphin appearing to leap through or in front of the sun, capturing a sense of motion and freedom.
• The image should depict a football player from the Miami Dolphins team, wearing a white helmet with the Dolphins logo on the side, which features a stylized dolphin in teal and orange leaping over a sunburst shape. The helmet includes a faceguard with multiple bars and a chin strap, and the player’s face is partially visible through the faceguard, showing only part of the eye and cheek. The player is dressed in the Dolphins’ teal jersey, which has the team logo on the shoulder and an NFL shield on the neckline, along with additional apparel details like a white arm sleeve. The scene appears to be set outdoors with a smoky or foggy background, adding a dramatic effect, and the overall lighting highlights the shiny surface of the helmet and the vibrant colors of the uniform.
• The picture should feature a football player in a dynamic kicking pose on a well-lit grassy field. The player is dressed in a dark uniform with white and gray accents, including a helmet with a faceguard, a jersey, pants, and cleats. The player’s right leg is extended forward, making contact with a football in mid-air, which is positioned above and slightly in front of him. The player’s arms are raised, with the left arm bent upward and the right arm extended back. The background is predominantly dark, creating a stark contrast with the brightly illuminated grass on which the player is standing. There is a thin, horizontal light blue line across the center of the image, possibly a guide or marker, which intersects the player’s torso. The image emphasizes motion and athletic action, with a focus on the kicking action and the football, and appears to be taken during nighttime or in a darkened setting with spotlighting on the player.
• The image features a large, bold, uppercase black text reading ‘OUR MISSION’ prominently centered at the top, occupying most of the visual space. Below this main heading, there is a horizontal thin turquoise line stretching across the width of the image, serving as a visual separator. Underneath the turquoise line, in smaller uppercase black font, the phrase ‘PERFECTION DRIVES US.’ is displayed, maintaining a consistent font style but reduced in size for emphasis. The background is plain white, providing high contrast to the text elements for clarity and visual impact. The overall layout is minimalistic, with a clean and professional appearance, focusing attention on the message conveyed through the text.

Color Palette

• Our colors are taken from the beauty and vibrancy of South Florida. The aqua is inspired from the shoreline, the white from the crashing waves, and the orange from the sunsets. Aqua is the primary color, accentuated by pure white. Orange should be used as an accent color. Our current team colors pay homage to the iconic and traditional colors of our franchise.
• AQUA 321 C 100/21/42/2 0/142/151 6 0 % 008E97
• | PURE WHITE | ORANGE | | NO INK | 1655 C | | 0/0/0/0 | 0/72/98/0 | | 255/255/255 | 252/76/2 | | 0 % | 5 0 % | | FFFFFF | FC4C02 |
• Grayscale marks should be used when applications require non­color printing with tonal values. One-color marks should be used on their respective light and dark backgrounds.
• Grayscale versions of the logo should be printed using screens of black.
• The versions above are different from the grayscale versions or the color mechanical art, and should ONLY be employed for NFLP-approved one-color uses, such as etching, embossing, and tonal applications.
• ONE-COLOR I BLACK (For light backgrounds)
• ONE-COLOR I BLACK (For dark backgrounds)

Typography

• For body copy in all applications, utilize Avenir LT STD. Heroic Condensed should be used for primary text and headlines while Avenir Roman should be used for secondary text or body copy.
• HEADLINES HEROIC CONDENSED // BOLD
• BODY COPY AVENIR LT // ROMAN

Logo Usage

• The Miami Dolphins’ primary mark in full color is the preferred mark for most usage applications. The primary mark should always face right and should not be altered in any way, including stretching, bending, shrinking, warping, or rotating. See pages 14 and 15 for more examples of background control and incorrect usage.
• Grayscale marks should be used when applications require non­color printing with tonal values. One-color marks should be used on their respective light and dark backgrounds.
• Grayscale versions of the logo should be printed using screens of black.
• The versions above are different from the grayscale versions or the color mechanical art, and should ONLY be employed for NFLP-approved one-color uses, such as etching, embossing, and tonal applications.
• The primary logo is to be used at all times.
• The throwback logo should only be used when celebrating our history and throwback games.
• Retired should never be used for any reason.
• It is important to maintain our logo’s legibility through the use of clear space. To ensure the visibility and impact of the logo, it is essential to adhere to the regulations in this guide. No type, graphic elements, or patterns should be used in the clear space. The mandatory clear space of each is equal to an element of the graphic.
• MINIMUM HEIGHTS: .5 inches. NOTE: Rule applies to ALL logo and logotype versions
• Center of logo is based off of the sun and not the dolphin

Tone And Messaging

• HOW WE SPEAK IS JUST AS IMPORTANT AS WHAT WE SAY.
• We are Team-First, Thoughtful, Hard Working, Purposeful, Luxurious, Honorable, Classy, Intentional, Open-Minded, Unwavering, Professional, Gritty, Resilient, Respected, Stylish, Refined, Responsible, Confident, Aspirational, Accountable.
• We are not Snarky, Bombastic, Audacious, Idle, Reckless, Amateur, Afraid, Cocky, Selfish, Cute, Sophomoric.
• CLEAN, STRAIGHT­FORWARD AND TO THE POINT
• We don’t over complicate our work. It has purpose. We lead with imagery and let our actions and character drive our messaging.

Brand Values

• PERFECTION DRIVES US.
• HOPE SUSTAINS US.
• EXPERIENCE CONNECTS US.
• Honor the proud winning tradition of the Miami Dolphins by building a high-integrity, team-first, innovative, and results-oriented organization that consistently competes for championships and makes an impact on and off the field.
• The Miami Dolphins have a storied past as being the only perfect team in the NFL history. The brand will always be proud to honor the countless legends who have built this franchise.
• The Miami Dolphins organization is focused on building an equally honorable future, with a culture that demands a team-first attitude and with leaders who are willing to make tough decisions. Our goal is to reignite the Dolphins brand in a manner that celebrates our heritage, but speaks to the now.
• The Miami Dolphins are more than a football team. They are a cherished tradition, a story of struggle and perseverance, a Sunday afternoon with family and friends, and a kid’s best day ever.
• We know how important it is to strengthen the community that we live in. We are dedicated to creating a healthier, more educated and united South Florida. We believe in connecting people of different beliefs to promote respect, empathy and inclusivity. We are change agents in our community.
• Maintaining and growing our connection with Miami culture and the South Florida area is key to continuing to raise the next generation of Miami Dolphins fans.
• The entire Miami Dolphins organization is committed to going to work every day with the goal of reflecting the hope, passion, grit and unity of South Florida.

Visual Style

• Our colors are taken from the beauty and vibrancy of South Florida. The aqua is inspired from the shoreline, the white from the crashing waves, and the orange from the sunsets. Aqua is the primary color, accentuated by pure white. Orange should be used as an accent color. Our current team colors pay homage to the iconic and traditional colors of our franchise.
• AQUA 321 C 100/21/42/2 0/142/151 60 % 008E97
• PURE WHITE NO INK 0/0/0/0 255/255/255 0 % FFFFFF
• ORANGE 1655 C 0/72/98/0 252/76/2 50 % FC4C02
• The Miami Dolphins’ primary mark in full color is the preferred mark for most usage applications. The primary mark should always face right and should not be altered in any way, including stretching, bending, shrinking, warping, or rotating. See pages 14 and 15 for more examples of background control and incorrect usage.
• Grayscale marks should be used when applications require non­color printing with tonal values. One-color marks should be used on their respective light and dark backgrounds.
• Center of logo is based off of the sun and not the dolphin
• Grayscale versions of the logo should be printed using screens of black.
• The versions above are different from the grayscale versions or the color mechanical art, and should ONLY be employed for NFLP-approved one-color uses, such as etching, embossing, and tonal applications.
• The primary logo is to be used at all times.
• The throwback logo should only be used when celebrating our history and throwback games.
• Retired should never be used for any reason.
• It is important to maintain our logo’s legibility through the use of clear space. To ensure the visibility and impact of the logo, it is essential to adhere to the regulations in this guide. No type, graphic elements, or patterns should be used in the clear space. The mandatory clear space of each is equal to an element of the graphic.
• MINIMUM HEIGHTS .5 NOTE: Rule applies to ALL logo and logotype versions
• For body copy in all applications, utilize Avenir LT STD. Heroic Condensed should be used for primary text and headlines while Avenir Roman should be used for secondary text or body copy.
• HEADLINES HEROIC CONDENSED // BOLD
• BODY COPY AVENIR LT // ROMAN

Layout And Composition

• Center of logo is based off of the sun and not the dolphin
• It is important to maintain our logo’s legibility through the use of clear space. To ensure the visibility and impact of the logo, it is essential to adhere to the regulations in this guide. No type, graphic elements, or patterns should be used in the clear space. The mandatory clear space of each is equal to an element of the graphic.
• MINIMUM HEIGHTS .5" NOTE: Rule applies to ALL logo and logotype versions
• tail length = t “2t” height is used when placing text is not part of the identifier/wordmark/lockup t MIAMI “t” height is used to determine minimum clear space Dolphins “2i” height is used when placing text is not part of the identifier/wordmark/lockup “i” height is used to determine minimum clear space ** the “i” from MIAMI should be used as a reference for “i” size/ LOCKUP 2m 2m Dolphins 7z µAgi t 2m 2m “m” is the distance from the first sun tip below the ** clear space is measured from the color end to end, NOT from white outline nose to the adjacent angle of the “D” in Dolphins

Brand Architecture

• The Miami Dolphins have several internal brands that fall under the organization’s umbrella. Included are a sampling of the official logos. These brands are treated like the Miami Dolphins’ brand and follow the same guidelines. There is no need to use the Miami Dolphins mark in conjunction with these internal brands.
• Partner logos and the Miami Dolphins mark are equal in visual proportion and separated by a vertical line. Partner logos should always be placed on the right of the line with the Dolphins logo on the left.
• There are unique partnership instances where specific branding is created in support of the partnership.

Co Branding

• Partner logos and the Miami Dolphins mark are equal in visual proportion and separated by a vertical line. Partner logos should always be placed on the right of the line with the Dolphins logo on the left.
• There are unique partnership instances where specific branding is created in support of the partnership.

Brand Partnerships

• Partner logos and the Miami Dolphins mark are equal in visual proportion and separated by a vertical line. Partner logos should always be placed on the right of the line with the Dolphins logo on the left.
• There are unique partnership instances where specific branding is created in support of the partnership.

Additional Properties