Brand Basics
Secondary graphic pattern guide
Sophisticated, modern and memorable. Our graphic triangle pattern is derived from the core Delta Dental signature and evokes our commitment to community, connections and relationships with our customers. While use of our graphic pattern is optional, correct usage is essential to maintaining its integrity and effectiveness. If you have questions or comments, please contact branduse@deltadental.com.
Note: The target lifespan for secondary graphics is 3-5 years. By 2021, we will look to update/replace the secondary graphic.
The pattern defined
The standard graphic pattern comprises 24 connected triangles arranged in a specific abstract pattern shown below. It is important to use the correct art file without modifying the individual triangles or changing the overall pattern. It should not be reinterpreted by creating similar designs that clearly resemble or emulate the official secondary graphic pattern. There are Illustrator and EPS files available in PMS, CMYK and RGB. Please visit the Resource Library to obtain the correct art file for your application.
Print: correct usage
The graphic pattern should always anchor to the bottom left or top right corner of a print application. The points of the individual triangles should not bleed off the page. The graphic should come as close to the edge of the page as your printing technique allows. Additional guidelines for business cards and letterhead are available in the Business Operations section.
Lower left placement of the graphic pattern is the primary usage. The graphic should abut the edges of the piece and the images without overlapping.
The upper right placement is acceptable. The pattern is flipped horizontally and vertically. Text should be at least one triangle space away from the pattern.
The minimum width of the pattern is 3 inches (76.2 mm) and the minimum height is 1.16 inches (30 mm).
The graphic pattern should not take up more than 50% or less than 25% of the page width. Always be mindful of other elements on the page and observe the required clear space around the graphic.
The optimal width* is approximately 35%.
*Exception: business cards. See Business Operations section for additional details.
Print and PowerPoint: correct usage
Interior spread
The graphic pattern may be flipped vertically and placed in the top right corner.
Brochure cover
When used in close proximity to photos, the graphic pattern should abut precisely to the images.
Business cards
If there is no other content on the page, the graphic pattern can take the full-page width. When scaling and cropping, it is important to divide the individual triangles exactly in half.
Letterhead back
PowerPoint title page
PowerPoint title page (option)
For digital media
- When designed primarily for computers/tablets, follow the guidelines for printed materials ─ the graphic pattern should not take up more than 50% or less than 25% of the screen width.
- All other guidelines for use in printed materials apply.
- Be mindful when using the graphic pattern in mobile applications with small screens ─ it must be large enough for clear and easy viewing.
- For materials that are short and horizontal (e.g., banner ad), the graphic pattern can take up the full height of the canvas.
Specialty/premium merchandise: graphic pattern variations
We have created three additional patterns that provide more flexibility in specialty merchandise (e.g., note pads, baseball caps, picture frames, etc.) for promotional purposes. These variations are reserved exclusively for use in specialty/premium merchandise and therefore should never be used in other printed materials (e.g., stationery, brochures), screen presentations, (e.g., PowerPoint decks) or other marketing communications purposes. There are Illustrator and EPS files available in PMS, CMYK and RGB. Please select the correct file for your applications and send merchandise designs to branduse@deltadental.com for approval.
Variation one: mirror
The mirror pattern was created by duplicating the standard graphic pattern, flipping it vertically, and connecting the pattern in the center.
Variation two: half band
The half band was created by abutting several rectangle patterns side by side.
Variation three: full band
The full band was created by abutting two patterns together and stacking several rectangle patterns.
Standard option
The standard graphic pattern can be scaled up to 90% of the total width and can wrap around the front of the back of the item.
Half-band option
The half-band option does not need to anchor to the bottom or the top and can wrap around the front and back of the item.
Full-band option
The full-band pattern cannot take up more than 60% of the item’s vertical space. The pattern can wrap around the front and back.
Mirror option
The mirror pattern can wrap around the front and back of the item but cannot take up more than 90% of the total width.
Standard option
On small-scale merchandise, the standard pattern can be used at less than 3 inches.
Incorrect usage
The graphic pattern is always rendered in Delta Dental Green.
Never alter the color of individual triangles.
The graphic pattern should not overlay an image, typography or other graphic elements and should respect logo clear space.
The graphic pattern must always be perfectly horizontal, never vertical, or used at an angle.
Never alter the size of individual triangles.
Only use white or Delta Dental Green as a background color for the graphic pattern.
The standard and mirror versions of the graphic pattern should always anchor to the top right, left edge or bottom left of the piece, except when limited by the printing techniques available (e.g., specialty/premium merchandise items).
The graphic pattern cannot be used smaller than 3 inches wide. Shown here at 2 inches wide, the graphic pattern is too small to meet the minimum size requirement. Business cards and small merchandise items are an exception.