Dynatrap 

Brand Guidelines

Index

Introduction

Strategy

Logo System

Typography

Colors

Graphic Elements

Photography

Packaging

Campaign

Introduction

This document has been developed to give definition to the Dynatrap brand. Here, you’ll find the visual elements and brand guidelines that make Dynatrap unique. When followed with consistency, they ensure that every decision made on behalf of the brand tells a clear, unified story.

Strategy

A clear, single-minded positioning paves the way for strong work. Our brand strategy overviews our vision, purpuse, mission, essence and positioning, while also stating our brand idea, tone of voice, brand personality and manifesto. It should serve as a guiding light for all communications.

Purpose  |  Why do we exist?

So our spaces stay ours to enjoy 

– without being bitten or bothered.

Mission  |  What do we do, and how do we go about it

To deliver unmatched control 

of mosquitoes – and more.

Essence

Performance

Our performance-driven approach to the design and creation of every DynaTrap device is key.

We’ve used science, technology and our ingenuity to engineer an entire range of products that deliver on repelling and trapping flying pests, all while disrupting the generational cycle of mosquitos and more. We are hyper-focused on effective results not just outside, but inside your home as well.

Simplicity

We’ve made all our devices easy to use, uncomplicated to maintain and effortless to pair with each other for greater effect. Quick videos on our website provide clear direction. 

We’ve kept it simple so nobody has to be a DIY person to access our products and everyone can benefit

from the results.

Complementarity

On the simple foundation that more is more, we have engineered devices that work with incredible efficiency on their own and give even greater results together. No device is extraneous. Each has a function that adds to a larger strategy to rid ourselves of mosquitoes and more, once and for all.

Tone of Voice

Driven

We’re are passionate about protecting our territory and apply our ingenuity to defend our spaces against mosquitoes and more.

Competent

We speak with authority and inspire confidence because we know our business. Our expertise is reflected in every aspect of our brand, from the performance of our products to the design of our packaging.

Straightforward

We seek clarity and brevity: always using the shorter, simpler words. If a word can be cut out, we do it. Clichés are lazy and dull: we either say something fresh or say it straight. No exclamation points.

Brand Personality

The Determined Doer

Committed, sharp, consistent – this person is on a mission and always mindful of the task at hand. Their sharp focus results in smart and efficient solutions. They are your go-to when there’s a problem to be solved or important work to be done.

Also:

We are empathic but not emotional.

We are assertive but not cocky.

We are informal but dignified.

We are friendly but not chatty.

Style:

We use short simple words.

No clichés.

No exclamation points.

Personality:

We are strong, focused and confident.

We are ourselves empowered and out to empower everyone else.

We are no-nonsense.

We express educated opinions.

We are protective of our spaces.

And we are one with those who absolutely, positively, have zero patience for flying insects.

Logotype and Symbol

Our logotype and symbol embody what Dynatrap stands for: the balance between performance and accessibility. 

Our symbol refers to getting rid of flying insects, while also associating it's shape to a house and a letter ' D'. Our logotype is precise and strong, while also being friendly and easy to read.

To preserve the integrity of our logo, ensure that there is always adequate space between it, other elements, and/or boundaries within a page.

Both the logotype and symbol can be used separately or in the lockup together. When using the lockup, please refer to the vector file from this page.

Always follow the guidelines included here when using our logotype.

Usage Badges

Another tool at our disposal is to use a badge for communicating the types of usage of our products. This also helps users navigate our products on shelf, so please keep it visible when possible.

Each badge was created based on our symbol and quickly communicates where and how to use our products. Please do not change the proportions between the elements and typography and use them based on the primary colors of the brand.

Typography

A bold, expressive headline san serif is contrasted by a hard-working, neutral sans serif for a distinctive look with enough range to carry the varied communication needs of the brand. The system was crafted for flexibility—we’re able to mix fully editorial pages with utilitarian systems without any problems.

FK Screamer should be used on headlines and on moments where we want our type to be expressive and call attention. We are also using it on front of packaging to bring attention to the main benefit of each product.

DM Sans is a work horse sans serif font family and should be used for any body copy, sub-head and footnote texts.

FK SCREAMER

DM Sans

Colors

The color palette is a core component of Dynatrap's identity and it plays a vital role in the system. It is vibrant and fresh, creating a sense of personality and excitement for the brand.

Primary colors are Black, Off White and Red. Black (and Off White on darker backgrounds) should be used as the main text and information color. All other primary colors can be used as blackgrounds.

Secondary colors can be used when further differentiation is needed, as for example the usage of Blue on front of packaging to determine indoor products. 

Graphic Elements

Our graphic elements give our brand personality and provide engaging methods for communication. Depending on the touchpoint, elements can be combined or used singularly.

Graphic elements should be used purposefully, not just decoratively. Avoid combining too many within one touchpoint.

House Graphic

Our house graphic element serves as a quick way to demostrate the benefits of our products, showcasing scenes where we see a familty being able to live care free of flying insects around their house. We can either use it as a single line element but also use it as a mask for photography.

Iconography Style

Our iconography style is characterized by simplicity, versatility, and clarity. The icons feature clean lines and consistent design, ensuring scalability and adaptability across various applications. 

Illustration Style

Illustration serves a crucial role when it comes to showing insects in our communication. They allow the content to represent complex concepts in a way that is simple, engaging, and relatable. We are inspired by the works of Charley  Harper and Ryo Takemasa. All examples here are not licensed and should only serve as references for future comissions.

Pattern

A pattern graphic was created based on our symbol and can be used when we need to add texture and dynamism to our layouts. 

Photography

Our photography is warm and shows people being able to enjoy their space without being disturbed by flying insects. The setting is usually around people's homes, focusing on indoors and outdoors moments. Compositions should aim to be simble, but iconic. 

Packaging

Our packaging design is an extension of our brand's essence, captivating customers with its striking visual appeal and thoughtful presentation. 

Inspired by our minimalist approach, the packaging features clean and elegant designs, allowing the product to take center stage. 

We use a consistent color palette and incorporate our iconic brand elements strategically to create a cohesive and recognizable packaging identity. 

Campaign

Here are some examples of specific usage of our brand elements for campaigns and other sorts of marketing materials.

Campaign lock-up

Campaign lock-up usage

Social - style 1 static

Social - animated 1

Social - one-two punch

Social - two months

Social - arsenal

Amazon Ads

Contextual Ads

Storyboard 30"

Storyboard 15"

OLV :06-09 with graphics

RHD in situ

End-cap

In-store