Dell Brand Identity StandardsVersion 4.5 Dell Brand Identity Standards | 2011 Dell. All rights reserved. | Version 4.5 | Confidential iiA message from MichaelTo maintain and enhance our competitive advantage, we must remain focused on fulfilling our purpose and meeting the needs of our customers. The Dell brand is one of the most important resources we have to set us apart in the marketplace. Our brand reflects and defines who we are and how we are viewed by our customers and stakeholders. By tying all our actions and communications back to the Dell brand, we strengthen and enhance its value. Dell’s visual identity is a critical element of our overall brand strategy. As our unique signpost, it highlights our brand personality across all touchpoints with our stakeholders. As the champions and owners of our brand, each of us bears a responsibility to the visual identity. It is important that we all understand how and when to use it, adhering closely to the stated guidelines. Doing so will ensure that we consistently and proudly represent Dell, while bringing even greater success to both our company and our customers.Dell Brand Identity Standards | 2011 Dell. All rights reserved. | Version 4.5 | Confidential iiiOur brand purposeOur consistent focus on our customers leads our business. This focus underscores our core purpose: Delivering technology solutions that enable people everywhere to grow and thrive.As Michael Dell says, “Technology has always been about enabling human potential.” Democratizing technology is at the core of Dell’s philosophy. We believe deeply in making technology that works in service of people everywhere. In fact, we want to help every person at every age and in every profession achieve their potential. That extends from a four-year-old starting school to the data center systems administrator to the CIO of a global corporation. And we’ve made significant headway as we already serve millions of customers in 180 countries.Our purpose:Delivering technology solutions that enable people everywhere to grow and thriveDell Brand Identity Standards | 2011 Dell. All rights reserved. | Version 4.5 | Confidential ivOur brand positioningAll our ongoing communications require a clarity of purpose to help maintain brand consistency. For this reason we use our brand ladder and a single, enduring Dell brand platform to guide our messaging.Our brand ladder In our efforts to clearly define ourselves and effectively position Dell, we've outlined our primary customer benefits and unique offerings in a brand ladder. This brand ladder goes beyond a single positioning statement. It is a permanent compass that guides all messaging so we communicate consistently and successfully across all touch points and with all stakeholders. Our brand platformWhile our brand ladder establishes a clear direction for all our communications, we ne...
