Experience the Dynamic Difference
DYNAMIC ATTRACTIONS
BRAND GUIDE
Trust
Reliability
Safety
Innovation
Dynamic Branding
This branding style guide was made to ensure the correct usage of the brand elements. All merchandise, advertisements whether they are printed or digital, should be made according to these guides to solidify the brands in the customers minds.
What dynamic Represents
The Dynamic Attractions brand is a visual representation of our company, and reflects its core values of Trust, Reliability, and Innovation. A consistent use of our brand assets is necessary both for brand recognition and for proper representation of our core values. This branding guide has been designed to ensure that our identity and values are properly represented in all print (advertising, contracts, clothing, swag, etc.) and screen work (presentations, videos, websites, etc.).
If at any time you have questions about the use of these assets, please feel free to contact us.
The Dynamic Mark
The Dynamic Mark may be used with or without the Dynamic Attractions type. The Mark represents our core values of Trust, Reliability and Innovation.
Trust
The triangle is the strongest shape in geometry. The triangle in our logo represents our legacy of creating strong, safe rides that earn the trust of our clients year after year.
Reliability
The precise layout of our mark represents the care in crafting our ride systems. It is this care and attention to detail that have given Dynamic Attractions a reputation for creating reliable ride systems.
Innovation
The angle of our mark is indicative of an arrow pointing upwards. This arrow represents the forward-thinking innovation which has resulted in ground-breaking rides which lead the attractions industry.
Full Color
This is the primary logo for Dynamic Attractions. The logo has 4 colors with 2 tones for each (8 total swatches). The Full Color logo should be used over white whenever possible.
For Black Background
In those instances where a white background is not possible, the Black Background variation may be used. This variation must be used over a solid black background. Shades of gray are not permitted.
Dynamic Red & Gray
The Red and Gray logo is ideally suited for limited color purposes (clothing or swag) and may be used as a stylistic replacement for the Full Color logo. The Red & Gray version should be used over white whenever possible.
For Black Background
In those instances where a white background is not possible, the Red & Gray Black Background variation may be used. This variation must be used over a solid black background. Shades of gray are not permitted.
White Out
This form of the logo must only
be used against background colors strong and dark enough to hold enough contrast to maintain legibility.
All rules of white out also apply when the color variations is used.
Color
Our Color Palette
Dynamic Red
HEX: C40D0D
CMYK: 16 100 87 7
PMS: 200 C
Dynamic Gray
HEX: 5D5E60
CMYK: 44 34 22 77
PMS: Cool Gray 11 C
Dynamic Blue
HEX: 1D8FBC
CMYK: 100 23 19 0
PMS: 313 C
Dynamic Teal
HEX: 16A2A5
CMYK: 100 4 50 0
PMS: 3272 C
Dynamic Red Light
HEX: FF4438
CMYK: 0 87 80 0
PMS: Pantone Warm Red C
Dynamic Gray Light-1
HEX: 75787B
CMYK: 30 22 17 57
PMS: Cool Gray 9 C
Dynamic Blue Light
HEX: 96DAEA
CMYK: 38 0 7 0
PMS: 304 C
Dynamic Teal Light
HEX: 95DBD8
CMYK: 38 0 17 0
PMS: 324 C
Primary Logo on Black Background
Whenever using the full color logo on a black background, the specific color variety of the logo must be used.
Dynamic Red
HEX: C40D0D
CMYK: 16 100 87 7
PMS: 200 C
Dynamic Gray XtraLight
HEX: BBBCBC
CMYK: 12 8 9 23
PMS: Cool Gray 4 C
Dynamic Blue
HEX: 1D8FBC
CMYK: 100 23 19 0
PMS: 313 C
Dynamic Teal
HEX: 16A2A5
CMYK: 100 4 50 0
PMS: 3272 C
Dynamic Red Light
HEX: FF4438
CMYK: 0 87 80 0
PMS: Pantone Warm Red C
Dynamic Gray Light-2
HEX: 97999B
CMYK: 20 14 12 40
PMS: Cool Gray 7 C
Dynamic Blue Light
HEX: 96DAEA
CMYK: 38 0 7 0
PMS: 304 C
Dynamic Teal Light
HEX: 95DBD8
CMYK: 38 0 17 0
PMS: 324 C
Primary Logo on Black Background
Whenever using the full color logo on a black background, the specific color variety of the logo must be used.
Dynamic Red
HEX: C40D0D
CMYK: 16 100 87 7
PMS: 200 C
Dynamic Gray
HEX: 5d5e60
CMYK: 44 34 22 77
PMS: Cool Gray 11 C
Dynamic Red
HEX: C40D0D
CMYK: 16 100 87 7
PMS: 200 C
Dynamic Gray XtraLight
HEX: BBBCBC
CMYK: 12 8 9 23
PMS: Cool Gray 4 C
Primary Logo on Black Background
Whenever using the Dynamic Red and Gray logo on a black background, the color Dynamic Gray must be replaced with the Dynamic Gray Light swatch.
Primary Colors
Dynamic Red
HEX: C40D0D
CMYK: 16 100 87 7
PMS: 200 C
Dynamic Gray
HEX: 5d5e60
CMYK: 44 34 22 77
PMS: Cool Gray 11 C
Accent Colors
Dynamic Red XtraDark
HEX: 960000
CMYK: 0 59 59 41
PMS: 7427 C
Dynamic Blue
HEX: 1D8FBC
CMYK: 100 23 19 0
PMS: 313 C
Dynamic Teal
HEX: 16A2A5
CMYK: 100 4 50 0
PMS: 3272 C
Dynamic Gray XtraLight
HEX: BBBCBC
CMYK: 12 8 9 23
PMS: Cool Gray 4 C
Duotones
gradient angle
Gradients can be built from the following color combinations. Working from the provided color palettes, choose a palette that best suits your intended purpose. Enhance linear gradients with movement and fluidity by adding a -45 degree directional angle to your gradient.
Brand Typography
Montserrat Regular
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
!@#$%^&*() 0123456677890
Montserrat Semibold
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
!@#$%^&*() 0123456677890
MONTSERRAT should be used for all body text and may be used for display text and for sub headers.
Â
It is advised to use all Caps when using Montserrat as a display text font.
*GOTHAM is also an acceptable font to use in place of MONTSERRAT (if properly licensed)
(https://github.com/JulietaUla/Montserrat)
This Font Software is licensed under the SIL Open Font License, Version 1.1. This license is copied below, and is also available with a FAQ at: http://scripts.sil.org/OFL
SIL OPEN FONT LICENSE Version 1.1 – 26 February 2007
Calps Bold Italic
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
!@#$%^&*() 0123456677890
Calps Medium Italic
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
!@#$%^&*() 0123456677890
Calps Italic
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
!@#$%^&*() 0123456677890
Calps Regular
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
!@#$%^&*() 0123456677890
CALPS should be used for display type and headers as needed and can be paired with Montserrat or Gotham.
The free font BARLOW CONDENSED is also an acceptable font to use in place of CALPS.
Â
The free font BARLOW CONDENSED is also an acceptable font to use in place of CALPS.
(https://github.com/jpt/barlow)
Calps Bold Italic
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
!@#$%^&*() 0123456677890
Calps Medium Italic
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
!@#$%^&*() 0123456677890
Calps Italic
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
!@#$%^&*() 0123456677890
Calps Regular
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
!@#$%^&*() 0123456677890
Logo Sizes
There are 2 versions of the Dynamic Attractions
logo for use at different sizes. The relationship between the two elements of the logo must be the same as shown for all versions.
Logo A
For use over 27mm wide as a whole unit.
Logo B
For use over 26mm wide as a whole unit.
Exclusion Zone
The ‘exclusion zone’ refers to the area around the logo which must remain free from other copy to ensure that the logo is not obscured.
As the diagram indicates, the ‘exclusion zone’ is equal to that of the width of the ‘D’ in Dynamic.
The Spacing of the mark from the Dynamic Logo Type is the height of two of the ‘O’s in Attractions stacked on their side. In contrary to the spacing of the mark, the spacing of Dynamic to Attractions should use the cap height of the ‘O’.
As the diagram indicates, when the horizontal version of the logo is to be used, then the ‘exclusion zone’ is equal to that of the width of the ‘N’ in Dynamic on all sides except the right side. In opposition to the other sides, the right side ‘exclusion zone’ is equal to that of the width of the ‘N’ in Dynamic and additionally, the ‘T’ in Attractions.Â
The Spacing of the mark from the Dynamic Logo Type is the width of the ‘T’ in Attractions.
Incorrect Logo Use
DO NOT change the type or element spacing of the logo.
DO NOT change the relative sizes of the logo elements.
DO NOT change the fonts of the logo.
DO NOT place the logo on an angle.
DO NOT distort the logo elements.
DO NOT use any drop shadows without prior approval.
DO NOT place any colored logo on a gray background. The White Out logo is acceptable on a dark gray background when necessary.
DO NOT place the logo on a background or pattern that is too busy.
DO NOT use the logo over black unless it is the specific color variation intended for use over a black background.
DO NOT invert the logo colors.
DO NOT change the logo colors.
DO NOT change logo colors in any shape or form.
Approved Taglines
Experience The Dynamic Difference.
Dark Rides  |  Theaters  |  Coasters
Icons
Dark Rides
Theaters
Coasters
Branding Usage
Magazine Ads
Logo
Our Brand Signature
For any questions regarding Logo and brand guidelines, please contact Steve Warner at steve.warner@dynamicattractions.com