DIME MKTG · Official Brand Kit · 2025
BEYOND
THE GAME.

The official DIME MKTG brand kit. Colors, logos, typography, and voice guidelines — everything you need to build on-brand.

01 — Color
Brand Colors
Primary
Primary
Lava
#FF5B4E
Copy
Primary
Onyx
#363636
Copy
Primary
Granite
#DAD8D5
Copy
Secondary
Secondary
Black
#000000
Copy
Secondary
Iron
#615250
Copy
Secondary
White
#FFFFFF
Copy
Color Pairing Rules
Black bg → Lava logo · White or Lava text
Lava bg → Black or Onyx logo · Black text
Onyx bg → Iron/Granite logo · White text
Granite bg → Onyx logo · Onyx text
02 — Logo
Logo Suite
Primary Logo — Brandmark + Wordmark
Primary Logo — Lava
Lava on Black
Primary Logo — White
White on Black
Primary Logo — Onyx
Onyx on Granite
Primary Logo — Granite
Granite on Lava
Primary Logo — Iron
Iron on White
Wordmark Only
Wordmark — Lava
Lava on Black
Wordmark — White
White on Black
Wordmark — Onyx
Onyx on Granite
Wordmark — Granite
Granite on Lava
Wordmark — Iron
Iron on White
Brandmark Only
Brandmark — Lava
Lava on Black
Brandmark — White
White on Black
Brandmark — Onyx
Onyx on Granite
Brandmark — Granite
Granite on Lava
Brandmark — Iron
Iron on White
DM Stamp — Secondary Accent
DM Stamp — Lava
Lava on Onyx · Accent
DM Stamp — White
White on Black · Accent
DM Stamp — Onyx
Onyx on Granite · Accent
DM Stamp — Granite
Granite on Lava · Accent
DM Stamp — Iron
Iron on White · Accent
Logo Usage Rules
Use the full logo (brandmark + wordmark) as the default. Use the wordmark only or brandmark only when space requires. The DM stamp is a secondary accent — use sparingly to punctuate copy, never as a focal point. Never place the logo on clashing backgrounds or stretch/distort it.
03 — Typography
Typefaces
CLASH
DISPLAY
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Clash Display
Display / Hero Headlines
Bold700 — Headlines
SemiBold600 — Section Heads
Medium500 — Sub-Headlines
Clash Display is for headlines ONLY — never use for body text or long passages. Always set in UPPERCASE at large sizes. This is the signature brand expression.
Clash
Grotesk
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z · a b c d e f g h i j k l m n o p q r s t u v w x y z · 0 1 2 3 4 5 6 7 8 9
Clash Grotesk
Body / UI / Labels
Regular400 — Body Copy
Medium500 — Labels / Buttons
Bold700 — Sub-Headlines
Light300 — Supporting Text
Clash Grotesk handles everything between Display and Mono. Clear and readable at all sizes. Use sentence case for body copy.
IBM Plex Mono
01 — Details_
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z · 0 1 2 3 4 5 6 7 8 9 · ! @ # $ % ^ & * ( )
IBM Plex Mono
Captions / Metadata / Technical
Medium500 — Labels
SemiBold600 — Callouts
Bold700 — Emphasis
Appears sparingly — page numbers, dates, metadata, version info, technical details. Adds precision and credibility.
04 — Voice & Tone
Brand Voice
Brand Archetype
The Champion
DIME MKTG speaks like an elite athlete's most trusted advisor — strategic, direct, culturally fluent, and deeply invested in the game beyond the game. We don't hype. We build.
Brand Voice Pillars — D.I.M.E.
D
Drive
Determined
Defiant
Disciplined
Dynamic
I
Inspire
Innovate
Invincible
Iconic
Impactful
M
Market
Motivate
Mastery
Meaningful
Momentum
E
Engage
Evolve
Elevate
Enrich
Empower
Voice Traits
Bold & Direct
Do this
Make strong statements. Lead with the most important idea. No hedging, no filler. DIME MKTG owns its position.
Avoid this
Wishy-washy qualifiers ("we think," "maybe," "sort of"). Corporate speak that dilutes the message.
Culturally Sharp
Do this
Reference real culture — sports moments, athlete journeys, the grind. Speak fluently to athletes and decision-makers alike.
Avoid this
Forced slang, try-hard references, or anything that feels calculated instead of authentic.
Strategic & Expert
Do this
Back claims with insight. Show the strategy behind the work. We are trusted advisors, not just vendors.
Avoid this
Surface-level generic marketing speak. "We do social media" tells no one anything.
Human & Invested
Do this
Show up like a partner, not a service provider. Care about the outcome as much as the client does.
Avoid this
Cold, transactional tone. Over-formal language that creates distance instead of trust.
Tone by Context
ContextTone
Proposals & SOWsConfident, strategic, precise. Let the plan speak for itself.
Social MediaBold, punchy, culturally aware. Energy first, explanation second.
Client CommunicationDirect, warm, expert. Like a trusted advisor checking in.
Content CaptionsVoice of the athlete/brand — not DIME's voice. Adaptive.
Brand TaglineCommanding. "Beyond the game." says everything.
Do's & Don'ts
✓ We say
Beyond the game.
We build brands that last after the final whistle.
Here's the strategy. Here's why it works.
Your brand is an asset. Let's build it like one.
Content that earns attention, not just fills feeds.
✗ We don't say
We're a full-service digital marketing agency!
Synergizing your brand across multiple touchpoints.
We think this might be a good idea for your brand.
Going viral is the goal!
Let us handle your socials for you.
Vocabulary — Words We Own
Blueprint Beyond Legacy Strategy Impact Authentic Elevated Platform Mission Culture
Words We Avoid
Viral Synergy Leverage Disrupting Ninja Guru Crushing it Epic