DIME MKTG — Brand Kit

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

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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_

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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.

Drive

Determined

Defiant

Disciplined

Dynamic

Inspire

Innovate

Invincible

Iconic

Impactful

Market

Motivate

Mastery

Meaningful

Momentum

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

Context	Tone
Proposals & SOWs	Confident, strategic, precise. Let the plan speak for itself.
Social Media	Bold, punchy, culturally aware. Energy first, explanation second.
Client Communication	Direct, warm, expert. Like a trusted advisor checking in.
Content Captions	Voice of the athlete/brand — not DIME's voice. Adaptive.
Brand Tagline	Commanding. "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