Our brand expression

January 2023 Version 5.0

Building our brand

Brand builds our reputation in the marketplace.

Brand is the shorthand for all of the reasons why
people choose the products and services that they
trust to be part of their lives. Brand is what we say,
what we do, and how we do it every day. Brand
reflects the quality of the products that we deliver
and the quality of our communications.

The DuPont brand expression celebrates both

our heritage and our future. By adhering to the
standards and spirit described in this guide, we
help strengthen and protect the value of the
DuPont brand—both today and tomorrow.

Note: Our visual system should be used across all businesses with the exception of platform
brands, which have the option of having a unique visual expression.

DuPont | Brand expression | Version 5.0 2

 1802 Early 1900s 1907

An enduring mark E. I. du Pont breaks ground on gunpowder

mills along the Brandywine River
in Delaware.
The DuPont oval likely has its origins in the label for
Eagle gunpowder, which was named for the ship,
American Eagle, that brought the du Pont
DuPont commissioned artist G.A. Wolf to design the
logo trademark. The original version included a
ribbon with the words "Established 1802"—which

of quality and trust family from France to the United States in 1800. were later removed, as it was impossible to cut
clear stencils for wooden kegs and boxes.

The DuPont oval is one of the world’s most

iconic corporate marks.

1909 1918 1926 1930 1935 - 1980

The DuPont oval became the official corporate DuPont began a major advertising effort with the Product brands were occasionally placed over The “Triple Oval” was developed when The "Better things for better living…through
trademark in 1909. A version with the ribbon opening of a permanent exhibit on the boardwalk at the oval, such as in this DUCO advertisement DuPont began to expand into China. chemistry" advertising slogan began on a weekly
continued to appear on the annual report Atlantic City, New Jersey. from 1926. network radio show and remained in use on
through 1956. DuPont ads for more than four decades.
The showcase included Dulux paint, Fabrikoid
upholstery and fashions made of rayon.

1948 1981 1993 1995 1999

The proportions and layout of the DuPont oval were The words “through chemistry" were dropped from DuPont sponsored the Hendrick Motorsports #24 The registered trademark symbol ® replaced The “Miracles of science” campaign signaled a
mathematically defined and standardized in 1948, the corporate tagline in 1981 with the acquisition of Chevrolet for nearly 20 years. After winning four "Registered U.S. Patent Office” to protect the mark. major change in corporate brand positioning to
when an internal audit revealed that more than 45 Conoco. This change reflected the broader scope of Winston Cup championships, the blue-and-white reflect a push into life sciences and a strategy of
variations of the oval were in use within the company. the company. oval on the car's livery became one of the most combining biotechnology and classical chemistry.
recognizable versions of the mark at the time.

2011 2015 2018

The launch of a new brand platform, “Welcome to In 2015, DuPont and Dow entered into a “merger of The new DuPont, with its focus on innovation and
the Global Collaboratory,” showcased how DuPont equals,” with the intention of creating three specialized solutions for diverse markets, introduces
applies its scientific knowledge and expertise to the independent companies. The DowDuPont Specialty a new company purpose and refreshed brand
world’s greatest challenges. A colorful logo “Brand Products Division continues to carry the name DuPont. identity. It is the first significant update to the
Bar” helped unify brands in the portfolio, including DuPont logo in more than 100 years.
Kevlar®, Tyvek® and Danisco®.

DuPont | Brand expression | Version 5.0 3

Contents
Building our brand 2 Color and accessibility 34 Charts and graphs: Color 67
An enduring mark of quality and trust 3 Color pairing 35 3D data visualization 68
Contents 4 Color summary 36 Data visualization do nots 69
Our brand framework 5 Color dos and do nots 37 Motion
Our tone of voice 6 Imagery Motion principles 71
Our visual identity Image categories 39 Motion elements 72
Our visual expression 8 Macro and micro 40 Applications
Our brand toolkit 9 Product 41 Website 74
Overview of our visual expression 10 Industry and lifestyle 42 Email: Image-driven 75
Logo People 43 Email: Text-driven 76
Logo and color 12 Imagery summary 44 Presentations 77
Logo sizing and clear space 13 Image dos and do nots 45 Email: Event materials 78
Logo summary 14 Iconography Stationery 79
Logo do nots 15 Iconography 48 Literature: Brochures 80
Portfolio offering types 16 How to create icons 49 Literature: Handouts and data sheets 82
How each offering level is visually treated* 17 Iconography summary 50 Literature: Basic data sheets and reports 83
Business and function name treatment 18 Iconography do nots 51 Print ads 84
Business and function name treatment sizing and spacing 19 Graphic elements Banners 85
Business and function name treatment dos and do nots 20 Oval supergraphic 53 Poster 86
Product name treatment 21 Sizing the oval supergraphic 55 Social media banners 87
Product name treatment dos and do nots 22 Cropped-oval supergraphic 56 Social media posts 88
Co-branding and partner lockups 23 Sizing the cropped-oval supergraphic 57 Products 89
Joint venture branding 24 Supergraphic summary 58 Packaging and labels 90
Program visual treatments 25 3D supergraphic (limited use) 59 Promotional items 91
Typography End-to-end graphic (limited use) 60 Resources
Typography 28 Graphic elements dos and do nots 61 Trademarks and copyright 95
International typefaces 29 Data visualization Brand resources 96
Type hierarchy 30 Infographics: Format 63 Contacts 97
Type summary 31 Infographics: Principles 64
Color Infographics: Elements 65
Color specifications 33 Charts and graphs: Overview 66

DuPont | Brand expression | Version 5.0 4

Our brand framework

Purpose Empowering the world with the essential

innovations to thrive
Why we do what we do

Promise Constantly discovering and delivering results that matter

What our stakeholders can
expect from us

Differentiators Fine-Tuned Solutions Insights That Inspire Transformative Technologies

Customer-led and applications- A micro and macro view that Diverse scientific and engineering
What we uniquely deliver based solutions brought to life uncovers unseen connections expertise that shapes industries
through an agile and ever-improving between customer aspirations and everyday life
approach and market needs

Character Fearless Optimists

We’re not afraid to take on the most
Thinkers and Doers
We come up with ideas and roll
Passionate Partners
We work side-by-side with our
How we operate challenging and complex problems up our sleeves to execute customers to drive shared success

DuPont | Brand expression | Version 5.0 5

Our tone of voice
Brand voice is how we speak and write, in a
way that’s unique and true to us. It’s how people The DuPont master brand voice is made up
of six personality principles:
experience and understand the DuPont brand
personality. Using DuPont master brand voice
consistently across channels and customer
touchpoints is one of the most effective ways to
show people who we are, what our values are,
and how we stand out from our competitors.
• Purposefully curious
• Smitten by science
• Optimistic
• Experienced
• Inviting
• Serious not stuffy

Download Tone of Voice Guidelines

DuPont | Brand expression | Version 5.0 6

Our visual identity

DuPont | Brand expression | Version 5.0

Our visual expression
Our purpose is built on the idea of empowering the world with
the essential innovations to thrive. We express this with a bold
simplicity, both visually and verbally, in our communications,
product packaging and experiences. We use a combination of scale,
color, imagery, graphics and white space to convey a confident
clarity that speaks to our brand and our innovative leadership.

DuPont | Brand expression | Version 5.0 8

Our brand toolkit
Our brand toolkit gives us a flexible system of design elements that, when used consistently,
helps to create a brand expression that is distinctly DuPont.

Logo Type Color Graphics

The essential
innovations
to thrive

Imagery Infographics Iconography

DuPont | Brand expression | Version 5.0 9

Overview of our visual expression
Used effectively, our visual identity will drive unity across all of our touch-points
and reinforce our brand purpose.

Water & Protection

Business Unit

Putting safety
to work
We understand that those who do the dirty work aren’t made of
stone, and we’re committed to providing solutions for keeping
them as safe. Our solutions include some of the most trusted
brands in the industry: Kevlar® aramid fiber for ballistic vehicle
armor and cut and abrasion protection, Nomex® fiber for flame
hazards, Tychem® garments for liquid and gas chemical hazards,
and Tyvek® garments for dry particulate hazards.

Push your limits

DuPont™ Kevlar® aramid fiber allows people to Dare Bigger.
It’s used to make a variety of clothing, accessories, and
equipment safe and cut resistant. It’s lightweight, durable and
extraordinarily strong. Yes, it’s best known for its use in ballistic
and stab-resistant body armor, as Kevlar® brand aramid fiber
continues to evolve and allow heroes to be heroes. But it’s also
on the ski slopes, the switchback trails, in demanding desert
terrain, even the outer limits of space.

Isitiati atemquae nonsed ut et es idis rendio dolut volor atiasperiat ut lam rem eos volorem etur, into quiducimus autem

DuPont | Brand expression | Version 5.0 10

Logo
The DuPont oval celebrates our heritage and our future. Our oval is
implied but unconstrained by a border, signaling our open approach
to collaboration and ideas. Our oval highlights the role we play in
many consumers’ lives today, creating a breadth of unexpected and
innovative products that empower the world.

DuPont | Brand expression | Version 5.0 11

Logo and color
The DuPont oval may be applied over a variety of Red logo (preferred) White logo Black logo
backgrounds, including color and imagery. The key Use the red logo on white and light-color backgrounds. Use on a color or dark background where the red Use for black-and-white situations.
logo will not provide sufficient contrast.
considerations are visibility and legibility.

As a general rule, we prefer to use the DuPont red

oval on products and in our communications.

TM usage
The ™ may be removed in select applications
(e.g., signage, embroidery) where the scale of
the ™ would be too large, too small or too complex
to reproduce.

We have filed for trademark registrations in

countries around the world. For now, our logo
should be used with the ™ symbol.

DuPont name in text

When used in text, we spell the DuPont name as
shown, with a capital D and capital P
and no space between Du and Pont.

Download logos

DuPont | Brand expression | Version 5.0 12

Logo sizing and clear space
Our logo must be easily seen and recognized. Clear space Minimum size
Don’t crowd it with other images or type. Don’t Ensure enough breathing space when placing the logo, always allowing for Always use the logo at a legible size on
clear space that equals the height of the end-cap of our logo. all communications.
print it over a busy or heavily patterned image that
limits the logo’s visibility.
Print
Our general rule is to leave a border of white
space around the logo that is no less than the 0.5in
height of the end-cap in the DuPont logo.

Digital

35px

Straight-line treatment Favicon

When space is extremely limited, DuPont may be typed in Diodrum We’ve developed a DuPont favicon for very small
Semibold. This is an exception and not considered a logo. uses in digital applications. This favicon is never
used as a substitute for the logo.
DuPont

DuPont | Brand expression | Version 5.0 13

Logo summary
The examples at right demonstrate the different 01 02 03
ways that business names and the logo may be
placed on a communication. Placement is Let it Show
flexible breathe our breadth
Logo placement is flexible and depends on the In certain applications, the logo itself can be We lead with the DuPont logo and follow an
application. The logo may be positioned at the top the hero element. The logo may be centered, established relationship for showing our breadth
or bottom of a layout and at left, right or center. surrounded by ample white space. of businesses and products. See page 18 for
additional detail.

Water & Protection

Business Unit

Putting safety
to work
We understand that those who do the dirty work aren’t made of
stone, and we’re committed to providing solutions for keeping
them as safe. Our solutions include some of the most trusted
brands in the industry: Kevlar® aramid fiber for ballistic vehicle
armor and cut and abrasion protection, Nomex® fiber for flame
hazards, Tychem® garments for liquid and gas chemical hazards,
and Tyvek® garments for dry particulate hazards.

Isitiati atemquae nonsed ut et es idis rendio dolut volor atiasperiat ut lam rem eos volorem etur, into quiducimus autem

DuPont | Brand expression | Version 5.0 14

Logo do nots
As our logo is the most visible and essential element of our identity, using it
correctly is critically important. Incorrect use of the DuPont oval can dilute its
meaning and weaken our trademark.

Do not change the color of the logo. Do not place the logo on a background with Do not add graphic effects such as a drop shadow. Do not place the logo on a busy or
insufficient contrast. complex background.

Larkin Center Entrance: Elevation Overview

Do not stretch or tilt the logo. Do not add an oval or other holding shape around Do not include the ™ symbol when the logo is Do not alter the logo in any way.
our logo. used inConcept
large formats (e.g.,Signage
signage).
A: Cabinet Concept B: Vertical Cabinet S

Larkin Center
Larkin Center

Larkin Center
Larkin Center

DuPont | Brand expression | Version 5.0 15

Portfolio offering types
Across all business units, we have four main Platform brands: Platforms of innovation and growth Rare
portfolio offering types, each with different Platform brands embody innovation at DuPont. They are best-of-breed, lead their industries in scale and
intentions of how they serve the market.
stature, create new markets and reach new audiences. Platform brands continue to find growth, supporting
Contact your business communications leader an expanding umbrella of new applications and uses. Their esteem gives DuPont credibility to continue to
on all product branding. launch new innovations across our portfolio.

When creating a proprietary name, consult with Brands: Strong relevance in meeting market needs
legal trademark counsel for trademark search
and registration.
Brands meet market needs with unique equity and customer relevance, which DuPont cannot deliver purely
on its own. When customers make their purchase decisions, they primarily focus on the brand and its unique
strengths relative to the parent company.

Unique products and services

For the majority of products and services, equity primarily comes through an efficient marketing association
with DuPont. In some cases, products and services will have differentiated benefits, necessitating a
proprietary name to elevate distinction and aid the purchase decision.

Standard products and services

For the majority of products and services, equity primarily comes through an efficient marketing association
with DuPont. In many cases, no distinction is needed through naming. Common

Download Brand Architecture Guidelines

DuPont | Brand expression | Version 5.0 16

How each offering level is visually treated*
A DuPont-led visual approach is the most efficient
way to go to market. That minimizes marketing Option to Logo Namestyle Proprietary Unique Additional Distinct Tagline
costs and ongoing investments and also creates a include… name visual color website /
more cohesive portfolio. Development of a unique social media
logo, namestyle or visual system should be done
cautiously, building the business case and
planning with the global business and corporate Platform
brand leaders.
Brands
Even if an offering meets the criteria for a unique
approach, there is no requirement to pursue that
course; there are optional elements.

*Note: These are general guidelines for each Brands

level of the portfolio; flexibility is allowed, based
on the situation.
.

Unique
Products &
Services

Standard
Products &
Services

Download Brand Architecture Guidelines

DuPont | Brand expression | Version 5.0 17

Business and function name treatment
At the highest portfolio level, business units and Proportional relationship In text
planning units are DuPont branded to convey In many cases, the logo will be placed on the upper left or right The business name may appear as a text-only
side, with the business name placed in the corner of the page that is treatment and integrated into the type on the
enterprise breadth. The business name should business card. Within text the DuPont name can be
adjacent to the logo. The logo may be centered at the top or bottom
appear separate and unconnected to the logo. The of the page, with the business name centered and placed opposite it. used with the business unit or functional name.
examples shown on the right demonstrate the
different ways that business names and our logo
may be placed on a communication.
Jane Smith
Vice President
Line of Business

• The name should be placed adjacent, Business&Unit

Transportation Industrial DuPont
Chestnut Run Plaza, CRP 730
opposite or centered with the DuPont logo, 974 Centre Road
Wilmington, DE 19805

always maintaining ample space between 123.456.7890 Office

123.456.7890 Mobile

the two elements. [email protected]

• Business unit or functional unit names follow

a proportional relationship to our logo, except
when they are included within text. Follow Hybrid vehicle
Business Unit
Transportation & Industrial

the specifications on the following page when

treating business names. solutions
• Including the business, function or product
name, which is not mandatory, should be
Tyvek
Hybrid vehicle
solutions

considered based on the communication.

• In limited-space applications, consider Centered (example banner)
removing the unit name for simplicity.
• Business units use descriptive naming to
Business Unit
clearly communicate and extend DuPont’s
equity into the markets we serve.
• Business and function names use the standard
typography; additional logos or stylized
lettering is not permitted.

Adjacent (example collateral)

Transportation- & Industrial

Business Unit

DuPont | Brand expression | Version 5.0

Opposite (example presentation) 18
Business and function name treatment sizing and spacing
The business or function name should appear Size relationship
separate and unconnected to the logo. The
examples shown on the right demonstrate the
different ways that business, function names and
our logo may be placed on a communication. X 33% X Business Unit Name
• Business unit or function unit names follow a
proportional relationship to our logo except
when they are included within text.
• Business unit or function unit names should
be set in Diodrum semibold.
• Use black type or white when reversed out of
an image.
• Cap height should be 33% of the height of
the DuPont logo (exceptions can be made for
trade-show situations to ensure legibility and
clarity of our offerings).
Minimum spacing (horizontal) Minimum spacing (vertical)
• The name should be placed adjacent, opposite
of centered with the DuPont logo, always 2X minimum
maintaining ample space between the two
2X minimum
elements.

Business Unit Name

Business Unit Name

DuPont | Brand expression | Version 5.0 19

Business and function name treatment dos and do nots
Effective use of our business names will help Do place the business name adjacent or opposite Do use Diodrum Semibold in black, or white Do consider the context of the communication
build the DuPont brand and clarify our breadth of the logo to provide ample space between the when reversed, for business names to establish a and only include the business name if
two elements. consistent approach across offerings. it’s necessary.
of offerings.

Business Unit & Industrial

Transportation

Hybrid vehicle
solutions Electronic solutions
Build the next thing that changes everything

Business Unit

Do not lockup a business name with Do not use alternate type color, weight or style for Do not include the business name if it’s repetitive
the DuPont logo. business names. or redundant.

Business Unit
Electronics & Imaging

Business Unit

Hybrid vehicle
solutions Electronic solutions
Build the next thing that changes everything

BUSINESS UNIT

DuPont | Brand expression | Version 5.0 20

Product name treatment
In general, how we visually treat a product Primary use Limited use
name depends on where we show it. The
product name should appear separate and Proportional relationship In text In situations when the product name needs
unconnected to the logo. The examples shown A proportional relationship between the logo A contextual relationship allows the treatment more prominence, we allow the relationship to
and product name allows for a consistent of the name to be adjusted to suit the channel shift. When using this treatment, always ensure
on the right demonstrate the different ways
that product names and our logo may be
Engineered
hierarchy. The product name will use a as needed. For example, the product name adequate space is maintained between the logo
consistent type weight when the name is could be included within the headline of a and product name.
placed on a communication. to perform
featured alongside the logo. communication.

• When using a proportional relationship Zytel® provides a portfolio of proven nylon resin materials for a
range of performance needs, from stiffness to heat resistance.
follow the proportion guidance for business When there’s a need for nylon, Zytel® gives you more ways to
respond. Zytel® PA has been an industry leader for more than
names. 70 years, and continues to provide new materials and technical
• Always include the appropriate trademark collaboration worldwide.

designations for the product name. Engineered

to perform

Note: Platform brands are allowed to use

DuPont provides a portfolio of proven nylon resin materials
for a range of performance needs, from stiffness to heat
resistance. When there’s a need for nylon, it gives you more
ways to respond. It has been an industry leader for more

distinct typefaces; all other business units,

than 70 years, and continues to provide new materials and
technical collaboration worldwide.

planning units and products should use

Diodrum, our brand font. Refer to our brand
architecture guidelines for additional detail.

Product name/trademark

Zytel™ Nylon
Product Resins
name/trademark

DuPont | Brand expression | Version 5.0 21

Product name treatment dos and do nots
Effective use of our product names will help Do use the product name as a headline to clearly Do use Diodrum for product names. Do use the same type size when showing product
build the DuPont brand and equity for our indicate the product with the DuPont logo brand names together.
prominently shown.
product brands.

Note: Platform brands are allowed to use

distinct typefaces; all other business units,
planning units and products should use
Diodrum, our brand font. Refer to our brand
architecture guidelines for additional detail.
DuPont
Business
Unit
Tyvek ®

Do not create a lockup with the product name and Do not create logos for products unless criteria Do not use multiple type sizes when showing
the DuPont logo. is met to be a brand or platform brand. See our brands together.
brand architecture guidance for more information.
.

DuPont
Business
Unit

DuPont | Brand expression | Version 5.0 22

Co-branding and partner lockups
When using our logo alongside a subsidiary or
partner logo, we create a horizontal lockup (using
our vertical logo) with a single rule divider, as
shown at right. Single co-brand

Ensure that the logos are visually aligned and

spaced evenly from the divider rule. The scale of
the logos should be even, although this may vary
by agreement of both parties.

When using our logo alongside multiple other

logos, we allow clear space and ensure that the
presentation feels visually balanced.

Multiple co-brand

Sponsored by

DuPont | Brand expression | Version 5.0 23

Joint venture branding
When growing its business reputation or Is the Joint Venture What percentage Can the DuPont Recommended brand identity solution
expanding its competencies, we will partner business adversely of management brand be extended
with another company in a joint venture (JV) influenced by the control does into the venture’s
business agreement. When DuPont forms these presence of the DuPont possess? business category?
partnerships, we should use the DuPont brand in DuPont or
most situations to ensure those products gain an Partner brand?
edge over their competition and build the
parent brand.

The brand decision tree is designed to help you

decide what joint venture branding option you + DuPont business descriptor
YES
should use when creating marketing materials.
Answer each of the following questions and >50%
consult the decision tree to determine the correct
brand treatment of the DuPont name and brand. NO + DuPont partner name

Once you have determined the appropriate option

for branding the joint venture, use these rules to
tailor your design: YES DuPont partner name
• Never lock up the JV brand name with the
DuPont logo. NO =50%
• Never associate the DuPont logo with a JV
brand that DuPont does not own a controlling NO Partner name DuPont
share in.
• DuPont should precede the partner’s name in
all 50/50 ventures.
<50% Partner brand
All new joint venture brands require approval by
Corporate Brand Manager.
YES New brand

DuPont | Brand expression | Version 5.0 24

Program visual treatments
We visually communicate internal- and external- Examples
facing programs using a broader thematic identity
— not by creating a logo.

• Always include the DuPont logo when using a

program name treatment. The logo should not
be locked up to the program name.
• Leverage the Diodrum font family and DuPont
Winning WINTER
brand color palette (both primary and accent
palettes) as foundational tools.
Together TECHCON SUMMIT
At right, see examples of acceptable
treatments and refer to the following page for
additional guidance.

Do not add graphic elements. Do not create a hybrid logo with the Do not make a logo for internal programs.
DuPont oval.

Winning WINTER
Together TECHCON SUMMIT

DuPont | Brand expression | Version 5.0 25

Program visual treatments
Examples of approaches

Voice/typography Pattern/color Imagery/color

Use bold language to communicate the messaging Use strong patterns as a backdrop for text. Make meaningful photography a hero
of the program. Carefully select a color palette that best element. Carefully select a color palette that
expresses the broader program theme and best expresses the broader program theme.
Clarify key points and themes by using typographic provides legibility for the text.
treatments to highlight key words.

2019 DuPont Annual Gathering

WINTERSUMMIT
2019 ANNUAL REPORT

WinningTogether

Winning
Rethink
2019 DuPont Annual Gathering

Together WINTER
Change SUMMIT
Win
Win

DuPont | Brand expression | Version 5.0 26

Typography
Our primary typeface, Diodrum, is a highly flexible and functional
complement to our logo. Diodrum balances crisp edges and

Abcd
rounded curves, which makes it feel precisely engineered,
approachable and warm.

Did you know?

The Diodrum family was designed by an international trio of designers
based in Paris, France.

DuPont | Brand expression | Version 5.0 27

Typography
Diodrum comes in a range of typographic weights Diodrum Desktop
and lends itself to both display and text situations Diodrum is used for all print and digital marketing communications, Arial is used for all desktop applications,
including DuPont.com, collateral, signage and trade shows. including Microsoft PowerPoint, Excel and
across all channels. Word documents.

• Use Diodrum for all marketing communications Diodrum Semibold Arial Bold
(e.g., brochures, advertising).
• Arial is the default typeface that should be ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRS
used for general, everyday applications and TUVWXYZ
presentations that are developed in Microsoft® abcdefghijklmnopqrstuvwxyz !?$1234567890( )&%@., abcdefghijklmnopqrstuvwxyz
Office programs. Diodrum may be used for !?$1234567890( )&%@.,
high-profile presentations.
• Use Diodrum for our treatment of business Diodrum Regular
unit, function and product names. Arial Regular
Platform brands have the option of using a ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRST
unique typeface. UVWXYZ
• Use sentence case (capitalize the first word, as abcdefghijklmnopqrstuvwxyz !?$1234567890( )&%@.,
abcdefghijklmnopqrstuvwxyz
in a sentence). Proper nouns and titles should
be the only exception (e.g., Zytel®).
!?$1234567890( )&%@.,
• For text in body copy, use sentence case set in Diodrum Light
Diodrum Regular or Light. Use Bold sparingly
for copy emphasis. For most instances, ABCDEFGHIJKLMNOPQRSTUVWXYZ
paragraphs should be left-aligned. Digital
abcdefghijklmnopqrstuvwxyz !?$1234567890( )&%@., Noto Sans is used only for body copy on digital
applications, including website and mobile apps.
Diodrum license
Our license for Diodrum encompasses all Noto Sans
internal employees, as well as vendors and Diodrum Condensed
agency partners. Diodrum Condensed is used for data and legal informations,
ABCDEFGHIJKLMNOPQRS
including charts, graphs, legal copy and fact sheets. TUVWXYZ
abcdefghijklmnopqrstuvwxyz
Download Diodrum
Diodrum Condensed Semibold Diodrum Condensed Regular !?$1234567890( )&%@.,
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
Download Noto abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
!?$1234567890( )&%@., !?$1234567890( )&%@.,

DuPont | Brand expression | Version 5.0 28

International typefaces
Our international fonts align with our visual Language Font
identity system. We recommend specific fonts
for use in various parts of the world.

Diodrum
Latin Diodrum Download
Diodrum license
Our license for Diodrum encompasses all internal
employees as well as vendors and agency partners. Arabic Diodrum Arabic Download

Noto license
Noto is a free font and is available through Google.
Cyrillic Diodrum Cyrillic Download

Chinese (Simplified) Noto Sans CJK SC Download

Chinese (Traditional) Noto Sans CJK TC Download

Japanese Noto Sans CJK JP Download

Korean Noto Sans CJK KR Download

Download Diodrum

Download Noto

DuPont | Brand expression | Version 5.0 29

Type hierarchy
Diodrum’s range of typographic weights allows us to establish a clear
hierarchy of information that, in turn, helps us create approachable and
easy-to-read communications.

Headline
Diodrum semibold
45/48pt
A large headline
Intro text should be in Diodrum light 18/21pt font. Luptam Intro text
Diodrum light
qui dest aligentius. Imil idemped eveleni taerumque volo 18/21pt
dolupit faccus moluptasit inciet ut et re vidipsa comni officie
nditemp orerspellam estium qui re iuntior apidebi tionsed
quae.
Sub-headline A Sub-healine Bullet list header
Diodrum semibold • Bullet point 1. Bullet list
Body text should be in Diodrum regular Diodrum regular
10/12pt • Bullet point 2.
9/12pt font. Luptam qui dest aligentius. Imil 9/12pt
• Bullet point 3.
Body copy idemped eveleni taerumque volo dolupit
Diodrum regular faccus moluptasit inciet ut et re vidipsa
9/12pt comni officie nditemp orerspellam estium
qui re iuntior apidebi tionsed quae.

DuPont legal copy should be in Diodrum condensed light 6/8pta. Nam, idellor eremque ped moloris Legal copy
explibusto qui odi consequi volupta tibuscia eatem in pos sequodio. Ita quoditatemo quo to voluptat eatem
resti cum adi officit id que volum vendebis quatqui cuptae anissit, sumqui id uta dolum et eventio. Sed Diodrum condensed light
moloris aut mod magnimolum quam fugiatiae omnis 6/8pt
DuPont | Brand expression | Version 5.0 30
Type summary
Shown at right are a range of applications that 01 02 03
demonstrate how we use type to identify, inform
and engage our audiences. Distintinctly Create Use type
DuPont hierarchy as image
Our primary typeface, Diodrum, is a highly In most cases we uses Diodrum Semibold for Diodrum gives us a distinct typographic voice
flexible and functional complement to our logo. headlines, paired with our Regular and Light across all channels, including packaging.
Use of Diodrum across applications will keep weights for supporting copy. This allows for
communications easy to read, ownable, clarity, consistency, and a strong hierarchy for all
and highly recognizable. communications.

How we work

Partners in
innovation
Our scientists
Our scientists and
and engineers
engineerswork
workside
side
by side
by side with
with our
our partners
partners to
to deliver
deliver
innovative, successful
innovative, successful solutions
solutionsright
right
now and
now and for
for the
the future.
future.

With
With the world’spopulation
the world’s populationprojected
projectedtoto increase
increase from
from 7 Creatingthe
Creating thefuture
futuretogether
together
7toto9 9billion
billion
byby the
the year
year 2050,
2050, providing
providing food,
for the water,
food, water,
The DuPont
The DuPont Experimental
ExperimentalStation
StationininWilmington,
Wilmington, Delaware
enery,
energy,and andhealthcare
health careneeds
needsofofpeople
people everywhere
everywhere
presents unprecendented challenges. DuPont Delaware is one
is one of the of the
world’s firstworld’s firstR&D
industrial industrial R&D
facilities. The
presents unprecedented challenges. Approximately facilities. The breakthroughs made byengineers
scientistshereand are
scientists and engineers collaborate wth academics, breakthroughs made by scientists and
9,000 DuPont scientists and engineers collaborate with engineers
companies, governments, and others to develop recognizedhere are recognized
the world the world
over and include over and
groundbreaking
academics, companies,
sustainable solutions togovernments,
address theseand others to
challenges. include groundbreaking products like Kevlar®, Tyvek®,
products like Kevlar®, Tyvek®, and many others. Today, this
develop sustainable solutions to address these challenges. and many others. Today, this landmark site serves
landmark site serves as a core integrated business hub,
as a core integrated business hub, with world-class
Research & Development (R&D) with world class
laboratories, laboratories,
offices, and more.offices, and more.
Research & Development
Our diverse R&D toolkit includes nanotechnology,
Our diverse R&D toolkit includes industrial biotechnology,
chemistry, materials science, engineering, and more.
nanotechnology, chemistry, materials science,
We apply cutting-edge science to the development
engineering,
of alternativeand more.and
energy We lightweighting,
apply cutting-edge science
protective
to the development
apparel, of more
and electronics. Ourand better
efforts food production,
encompass
alternative
scientific energy and
discovery, lightweighting,
research, productprotective
development,
and process
apparel, and improvements.
electronics. Our efforts encompass scientific
discovery, research, product development, and process
improvements.

DuPont | Brand expression | Version 5.0 31

Color
Our colors help us build a strong association with our brand.
Our primary color is a new, brighter DuPont Red. In addition, our
color system includes a diverse palette of vibrant colors that will
help connect our messaging and imagery and also bring our
communications to life.

DuPont:|Brand
DuPont Brandexpression
expression||Version
Version2.0
5.0
Color specifications
The primary color palette should be used first and frequently throughout the visual system. Hero application areas — such as brochure covers,
presentation covers and website home pages — should use this palette to reinforce the DuPont brand. In addition to our primary DuPont red and white,
our palette also includes a vibrant palette of secondary colors that adds flexibility and vibrancy to our communication materials.

Primary color palette Secondary color palette

Purple Blue Teal Green Orange Pink Medium gray

Pantone 267 C Pantone 2995 C Pantone 3272 C Pantone 369 C Pantone 2011 C Pantone 225 C K:50
C:82 M:97 Y:0 K:0 C:90 M:0 Y:0 K:0 C:100 M:18 Y:50 K:0 C:68 M:0 Y:100 K:0 C:0 M:48 Y:99 K:0 C:3 M:90 Y:0 K:0 R:150 G:150 B:150
R:95 G:37 B:159 R:0 G:169 B:224 R:18 G:131 B:112 R:85 G:149 B:27 R:255 G:158 B:25 R:252 G:45 B:114 #969696
#5F259F #00A9E0 #128370 #58b947 #FF9E19 #FC2D72

Light

Light purple Light blue Light teal Light green Light orange Light pink Light gray
Pantone 2087 C Pantone 305 C Pantone 3252 C Pantone 367 C Pantone 116 C Pantone 211 C K:25
C:45 M:50 Y:0 K:0 C:48 M:0 Y:2 K:0 C:56 M:0 Y:26 K:0 C:45 M:0 Y:70 K:0 C:0 M:17 Y:100 K:0 C:0 M:60 Y:3 K:0 R:225 G:225 B:225
R:173 G:135 B:247 R:139 G:220 B:249 R:109 G:216 B:205 R:164 G:214 B:94 R:255 G:205 B:0 R:255 G:163 B:202 #E1E1E1
#AD87F7 #8BDCF9 #6DD8CD #A4D65E #FFCD00 #FFA3CA

Pale (20% of the light colors)

Red White Black Pale purple Pale blue Pale teal Pale green Pale yellow Pale pink Pale gray
Pantone 2035 C K:0 K:100 C:5 M:9 Y:0 K:0 C:6 M:1 Y:0 K:0 C:10 M:0 Y:4 K:0 C:6 M:0 Y:18 K:0 C:1 M:0 Y:24 K:0 C:0 M:8 Y:0 K:0 K:2
C:0 M:100 Y:100 K:5 R:255 G:255 B:255 R:0 G:0 B:0 R:239 G:231 B:253 R:234 G:244 B:251 R:226 G:247 B:245 R:238 G:247 B:217 R:255 G:251 B:204 R:255 G:237 B:244 R:248 G:248 B:248
R:228 G:0 B:28 #FFFFFF #000000 #EFE7FD #EAF4FB #E2F7F5 #EEF7D9 #FFFBCC #FFEDE4 #F8F8F8
#E4001C

DuPont | Brand expression | Version 5.0 33

Color and accessibility
Our color palette was chosen to meet ADA color-contrast standards. When combining colors for on-screen text—
such as on buttons, infographics or tables—we must be careful to meet color-contrast accessibility requirements
to ensure that all audiences can easily read our materials. See WCAG 2.0 guidelines for contrast accessibility for
details about accessible colors.

18px or larger 14px or larger 18px or larger 18px or larger 18px or larger 18px or larger
AA AAA AA AA AA AA

14px or larger 14px or larger 14px or larger 18px or larger 18px or larger
AA AA AA AA AA

14px or larger 18px or larger 18px or larger 18px or larger

AA AA AA AA

14px or larger 14px or larger

A AA AAA

DuPont | Brand expression | Version 5.0 34

Color pairing
Business Unit

Our color system includes a diverse palette of

Mobility & Materials
Transportation & Industrial

vibrant colors that help connect our messaging

and imagery. Our flexible color palette may be
Red + white + imagery
In most cases, we pair red and white with imagery.
We keep layouts open and bright.
E Hybrid vehicle
solutions

applied in different scenarios.

Headline, icons and Background
Multiple secondary colors information graphic
We can use multiple secondary colors when
dealing with complex data.

Secondary color + imagery Business

Water &Unit
Protection

Select the color family that works harmoniously and complements Protecting
the overall tone of the featured image or select the color family that the planet
highlights or draws attention to specific details within the image.
Growing populations, mounting pressures, rising hostilities,

Headline, icons and Background

inhospitable surroundings — these are the harsh realities
of living in the world today. That’s why DuPont takes safety
and protection so seriously. We innovate and collaborate
with companies, governments, industrial manufacturers,

information graphic
and academics to develop and test a wide range of
materials, like DuPont™ Kevlar® aramid fiber for ballistic
and cut protection, DuPont™ Tyvek® for general industrial
protection, DuPont™ Tychem® for industrial chemical and
chemical warfare agent protection , and DuPont™ Nomex®
flame resistant fiber for fire dangers.

Suited for your situation

DuPont understands that not all situations are life-and-death scenarios. That’s why we
engineered our ProShield® apparel to provide just the right amount of protection against
non-hazardous exposures. These limited-use garments have been optimized for comfort,
softness, and breathability. Affordable and practical, ProShield® garments can protect
against non-hazardous dry particles and light liquid splash applications typically found in
industrial situations. For non-hazardous, light duty jobs, DuPont has the protection your
workers need.

Flood of color
We may use a flood of a primary or secondary color for impact.
Limit each separate object to one secondary color plus white.

Headline and Background

all other copy (single color)

DuPont | Brand expression | Version 5.0 35

Color summary
Shown at right are a range of applications that 01 02 03
illustrate how we can leverage color in our
communications. Contrasted with a generous A little red goes Bring in color Our secondary
use of white space, color creates a bright, clean,
modern look. Each of our businesses may use
a long way through imagery colors support
our full color palette; color coding by individual Red is our primary brand color. We may use a Use color and lighting in imagery to add Our secondary colors may be used to add energy
businesses should be avoided. flood of red to create a bold brand statement or atmosphere and impact. and connect our content to our imagery.
use red as a headline or quote to help attract or
direct the reader. We always balance color with
white space to create a clean, modern look
and feel.

DuPont | Brand expression | Version 5.0 36

Color dos and do nots
Do use a flood of red to create a bold brand statement. Do balance color with white space to create a Do use secondary colors to add energy and Do bring color in through imagery.
clean, modern look and feel. connect our content to our imagery.

Business Unit

Headline
Solving water here
challenges
Lorem ipsum dolor sit amet, consectetuer adipi-
scing elit, sed diam nonummy nibh euismod tin-
cidunt ut laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lobor-
tis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in
With a deep understanding of materials science, a
vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero eros commitment to technology leadership, a wide range
of process expertise and a long history of innovation,
et accumsan et iusto odio dignissim qui blandit
praesent luptatum zzril delenit

DuPont offers the industry’s broadest array of high

performance electronic materials.
Companies, communities, and homes around the
world choose DuPont Water Solutions to help
make water safer and more accessible. Industries
and markets count on us to become more efficient;
to make food more nutritious; and to offer more
effective pharmaceuticals.
Eliciatiae exceseq uatur? Itatet quiducia que doluption Ur sinullu ptatest, sam a dissi ilit quam corerat estiore
eaqui quaectur rerro dolorib usciaectiis debis adis icienim il illam rem. Et eum volla perio. Ilic temod
ulparitem. Nem quate audant autecaeceat premporem modiore rfernatia veliae. Nam nihillu ptatempor
am quassin corro ius dolenis min nima voluptu restion assenditame pel et pratem volorestrum enet et quunt
eos dem qui ut et volupta tectemp orrumqu iasinus. deri nonessita quos ercia volorpo ribusante in es do-

Do not overuse red. Do not mix colors in one spread. Do not use colors that are not shown through imagery. Do not use busy imagery showing too many colors
Arcil is volut exped magnim hicatur sit aut aliametur?
luptatur? Quistiundae nit labo. Nam, odiatet molo mi, si
dolessim earibus a nis di bera et as iur, si od que ducilig
Temperi bearum iusa dem ipsam, vitaturem fuga. enihilique nusapit adigendiae nus aliquianda am faccul-

at once.
Nequatia niminvelitas sum etur sequam volupitiatatur
solut labo. Ullenis sinvel magnati orionse desseque
parit, te et aut quiamen diatque pore nostem doloriae
exceperum dolut autemporepra dolore vitia qui dolecte
plantia etur sequae porectaspit eossitatisci occalemero catecae dendebisquam qui re nempore mporrorepta pa
bea coneces dis expedit atibusa ndandaecust ratur? ea est intem quia dolupti istorest, sequo omnimus con
Qui vollupis aut doluptatiam, aut eum rem eos magitae pos ent od qui omnisti doluptature, andiore caborem
eius di od que ilignimoles et voluptur? Quiassimost quo cum faccae voluptatem. Officti bernatquo quaes-
expe voluptisit, endit, que omnis venis ut harcipiente tiam, explati onsequam, iur ad mos ut

Business Unit

Headline
Energize Innovate
Solving water here
challenges Lorem ipsum dolor sit amet, consectetuer adipi-
scing elit, sed diam nonummy nibh euismod tin-
cidunt ut laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lobor-
tis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in
vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero eros With a deep understanding of materials science, a
commitment to technology leadership, a wide range
et accumsan et iusto odio dignissim qui blandit
praesent luptatum zzril delenit

of process expertise and a long history of innovation,

DuPont offers the industry’s broadest array of high
performance electronic materials.
Companies, communities, and homes around the
world choose DuPont Water Solutions to help
make water safer and more accessible. Industries
DuPont | Brand expression | Version 5.0 and markets count on us to become more efficient;
to make food more nutritious; and to offer more
37
effective pharmaceuticals.
Eliciatiae exceseq uatur? Itatet quiducia que doluption Ur sinullu ptatest, sam a dissi ilit quam corerat estiore
eaqui quaectur rerro dolorib usciaectiis debis adis icienim il illam rem. Et eum volla perio. Ilic temod
ulparitem. Nem quate audant autecaeceat premporem modiore rfernatia veliae. Nam nihillu ptatempor
am quassin corro ius dolenis min nima voluptu restion assenditame pel et pratem volorestrum enet et quunt
Imagery
We use photography as a storytelling device to reinforce our
purpose: Empowering the world with the essential innovations
to thrive and to create a powerful emotional connection with
our people, partners and customers.

DuPont | Brand expression | Version 5.0 1.38

Image categories
Imagery plays a powerful role in illustrating the Macro & micro Product in action Lifestyle
exciting stories of our people and our product Shows our expansive view and impact from essential Showcases the applied use and performance of Showcases the role of our products and services in
elements to how we help the world thrive our products in dynamic situations everyday life
performance across our businesses.

Whether selecting or shooting still images or video

footage, the same principles for style and content,
as outlined in this guideline, apply.

Industry People Product hero

Showcases the industries, businesses and Uses portraits of our people in context to tell a Showcases the products and technologies that
geographies that we serve broad story of the person and our brand we enable

See following pages for links to specific image

libraries on Media Valet.

DuPont | Brand expression | Version 5.0 39

Macro and micro
We use macro and micro imagery to illustrate Macro
our impact on the world and to bring focus to the
essential innovations and ingredients that either
make up or go into our products.

Micro images of ingredients may be used as

textural patterns in our communications.

To increase legibility, you may use colors from our

palette applied over an image using the multiply
effect in Adobe® CC.

Micro

Macro + micro library

DuPont | Brand expression | Version 5.0 40

Product
Product-in-action shots feature our products in Product in action Product in use Product as hero
“wow” moments, creating a dynamic and
dramatic energy.

Our product-in-use photography captures the

moments in which people interact with our
products and services.

Product-as-hero shots help tell the story of our

partnerships and the products that we enable.
To emphasize a product itself, we present it on a
clean background.

Product library

DuPont | Brand expression | Version 5.0 41

Industry and lifestyle
We use industry photography to celebrate Industry
and recognize our innovative facility and
creative environment.

We use lifestyle photography to illustrate how our

innovations live in and benefit our world.

Lifestyle

Lifestyle library

DuPont | Brand expression | Version 5.0 42

People
Our people photography demonstrates the People in action
diversity of our talent and how we work.

Our candid portrait imagery captures our

employees’ genuine expressions while showing
them in action. The overall look feels bright and
open, with purposeful use of lighting.

Portraits

Lifestyle library

DuPont | Brand expression | Version 5.0 43

Imagery summary
Imagery plays a powerful role in illustrating the 01 03 02
authentic and exciting stories that DuPont helps
make possible in the lives of our customers, Tell a story Shift the scale True to life
people and partnerships.

Use photographs that tell a story and connect Use dramatic scale to showcase our breadth and our Imagery should feel personal, relevant and
emotionally with our audiences. Use imagery to impact on the world and to reveal different layers in relatable. Use color and lighting to add
help tell the story of our partnerships and what our stories. atmosphere and impact.
we enable.

DuPont Water Solutions

Join us in celebrating water for #EarthDay this week. From reading a book about
water, enjoying local water resources or practicing responsible water use, there are
many ways you can honor this vital resource. Download our interactive PDF and let
us know how you #CelebrateWater.

Did you know?

Approximately 71% of the
Earth's surface is covered by
one of its most important
substances: Water.

DuPont™ Kevlar®

Push your limits

®

DuPont™ Kevlar® aramid fiber allows people to Dare Bigger. It’s used to make a
variety of clothing, accessories, and equipment safe and cut resistant. It’s
lightweight, durablethe
delivering andright
extraordinarily
dose strong. Yes, it’s best known for its use in
ballistic and stab-resistant body armor, as Kevlar® brand aramid fiber continues to
evolve and allow heroes to be heroes. But it’s also on the ski slopes, the switch-
back trails, in demanding desert terrain, even the outer limits of space.

Dupont.com/kevlar

DuPont | Brand expression | Version 5.0 44

Image dos and do nots
Do show how we help businesses and families Do use bold imagery to help tell the story of our Do demonstrate the diversity of our people Do use time of day and location to add drama
thrive in everyday life. partnerships and what we enable. and locations. and interest.

Do not use photos that feel unauthentic. Do not use imagery that lacks a sense of humanity Do not use photography that is posed or has Do not use imagery with a contrived angle or
or visual interest. staged diversity. busy composition.

DuPont | Brand expression | Version 5.0 45

Image dos and do nots, continued
Do use macro images that demonstrate our scale Do use micro images that demonstrate our Do use scale and cropping to illustrate the power Do allow ample copy space.
and reach. technical understanding and passion for the of what we enable.
smallest details.

Fresh
thinking

Do not use highly manipulated imagery. Do not use clip art or imagery that doesn’t reflect Do not use product-in-action images that lack a Do not use complex photos or layer messaging in
the quality of our products. sense of story or drama. a way that makes it difficult to read.

Fresh
thinking

DuPont | Brand expression | Version 5.0 46

Iconography
Our iconography serves as a simple shorthand to illustrate
products and services. Like photography, our icons are excellent
storytelling devices.

DuPont | Brand expression | Version 5.0 47

Iconography
Inspired by the oval form of the DuPont logo, Standard icons Proprietary icons
our icons are uniquely styled and built to
complement our identity system. Each icon is
reduced to its minimal form, with every idea edited
to its essence.

Icons may be scaled up or down and may appear

in any color from our palette. We pair our icons
with descriptive text to call out specific actions. Safety & health Respect for people

Standard icons
A standard set of icons has been developed for
your use; always contact the communications team
before creating a new icon.

Protect the planet Highest ethical behavior

Proprietary icons
Proprietary icons should be used exclusively for
their intended purpose (e.g., Core Values and
Culture Principles).

Make an impact Act like an owner

Partner with
customers
Download business icons

Download corporate icons

DuPont | Brand expression | Version 5.0 48

How to create icons
Our icons are drawn with a single-weight line on
a 1.5” by 1.5” grid structure to ensure a consistent Mix straight and
curved lines to
level of detail and brand expression. reflect the geometry
of our logo

The grid structure is

1.5” x 1.5”

Use a single-weight
2pt line

Visually center icon

on the grid

Add a stylistic
reference to our logo

DuPont | Brand expression | Version 5.0 49

Iconography summary
Our icons are uniquely styled and built to 01 02 03
complement our identity system. Icons may be
scaled up or down and may appear in any color Keep it simple Crafted & precise Make it visual
from our palette.
Icons transcend language and may be used Icons may be used as part of an information Icons may be used in editorial contexts to support
as a shorthand to quickly and effectively direct graphic to describe a process or tell a story. data, headlines or sub-headlines.
the reader.
Icons may be used at large sizes for presentations,
cover art or event signage.

DuPont | Brand expression | Version 5.0 50

Iconography do nots
As our icons are uniquely styled and built to complement our identity system,
using them correctly is critically important. Incorrect use of our icons can break
our system and weaken our cohesive impression.

Do not make icons overly complex. Do not mix multiple colors in one icon. Do not vary the line weight when shown as a set. Do not make a distinct-style icon that does not
align with our existing library.

Do not mix multiple line weights in one icon. Do not used solid fills within an icon. Do not lock up business units, internal functions, Do not alter approved icons in any way.
campaign themes or legal entities to the icons.

Connect Summit

DuPont | Brand expression | Version 5.0 51

Graphic elements
We use the DuPont oval and the end-to-end graphics from
our logo to add a rich visual texture to our identity system.

DuPont | Brand expression | Version 5.0 52

Oval supergraphic
The oval is a rich part of DuPont history. Oval supergraphic Cropped-oval supergraphic 3D supergraphic (limited use)
We leverage it as both a flat and a 3D
supergraphic for different communication
and product needs.

We don’t overuse our supergraphic;

use it for hero moments to establish the
DuPont brand.

DuPont Water Solutions

Join us in celebrating water for #EarthDay this week. From reading a book about
water, enjoying local water resources or practicing responsible water use, there are
many ways you can honor this vital resource. Download our interactive PDF and let
us know how you #CelebrateWater.

Did you know?

Approximately 71% of the
Earth's surface is covered by
one of its most important
substances: Water.

Download oval supergraphics

Download 3D supergraphics

DuPont | Brand expression | Version 5.0 53

Oval supergraphic
The oval supergraphic may be used in any color Primary uses of the oval supergraphic
from our color palette and as a highlight element
layered over photography.

Contact the Corporate Communications team for

our supergraphic artwork suite.

Secondary uses of the oval supergraphic

Download oval supergraphics

DuPont | Brand expression | Version 5.0 54

Sizing the oval supergraphic
Our oval supergraphic is a flexible element Too small Optimal Too large
that can adapt to different communication
and product needs. Refer to the guidance at right
for different versions of the oval graphic.

Crop the supergraphic to express its energy and

movement. We allow for breathing room above
the supergraphic and limit its use to keep our
layouts simple.

Horizontal Square Vertical

Download oval supergraphics

DuPont | Brand expression | Version 5.0 55

Cropped-oval supergraphic
The cropped-oval supergraphic may be used in Primary uses of the cropped-oval supergraphic
any color from our color palette and as a highlight
element beneath key content.

Secondary uses of the cropped-oval supergraphic

Download oval supergraphics

DuPont | Brand expression | Version 5.0 56

Sizing the cropped-oval supergraphic
Refer to the guidance at right for scaling the Too small Optimal Too large
cropped-oval supergraphic to an optimal size.

Crop the supergraphic to express its energy and

movement. We allow for breathing room below
and on the side of the supergraphic and limit its
use to keep our layouts simple.

Note: In extreme vertical applications, the

cropped-oval supergraphic may be rotated to
accommodate the layout.

Horizontal Square Vertical

Download oval supergraphics

DuPont | Brand expression | Version 5.0 57

Supergraphic summary
Our supergraphics are inspired by our logo. We use 01 02 03
the supergraphic sparingly to create impact and to
establish the DuPont brand. Use supergraphics Consider the Coordinate
sparingly format colors
We don’t overuse our supergraphic; use it for hero Multiple versions of our supergraphic are We use our supergraphic in a secondary color to
moments to establish the DuPont brand. available to suit different formats. bring energy and vitality to communications.

DuPont | Brand expression | Version 5.0 58

3D supergraphic (limited use)
The 3D supergraphic is primarily used as a Red White Multicolor
background texture and should be reserved for
important hero communications and events. The
supergraphic is available in two sizes—small and
large, as shown—and in white, red and multicolor.

The small size supergraphic is also available

as an animated gif.

Our 3D supergraphic should be reserved for

important hero communications and events.
Contact your brand advisor for approval.

Example Example Example

DuPont News
DuPont is structured in a way that lets us focus our expertise to solve today’s most
pressing challenges, across industries, around the world. Together with our many
partners, we’re helping to invent a better now.

Did you know?

Download 3D supergraphics

DuPont | Brand expression | Version 5.0 59

End-to-end graphic (limited use)
The end-to-end graphic is used very selectively Example for sizing and spacing Example for sizing and spacing
in our communications. It may be used on the
hero image on our website, on presentations and
for animation. The end-to-end graphic highlights
moments where we help customers thrive.

When using the end-to-end graphic, make sure the

space between the two end pieces maintains the
same relative distance as in the DuPont logo.

Our end-to-end graphic should be reserved for

important hero communications and events.
Contact your brand advisor for approval.

DuPont | Brand expression | Version 5.0 60

Graphic elements dos and do nots
Our supergraphics are inspired by our logo. We use the supergraphic sparingly
to create impact and to establish the DuPont brand. Using it correctly is critically
important. Incorrect use of graphic elements can fail to create a cohesive and
harmonious brand system.

Do pair with colors pulled from the photography. Do use existing supergraphics from the library. Do use the available versions from the Do keep the space between the end-to-end graphics
supergraphics library. relative to the spacing in the DuPont logo.

Come by our DuPont booth

#927 next week at the NSBE
Convention in Detroit, MI
and learn how you can be Our Vision
a maker of new!
Transforming Industries and Improving
Lives through Material Science

Do not mismatch colors and photography. Do not alter or create new coloring or gradients. Do not create new versions using the same Do not change the spacing between the two end pieces.
graphic shapes.

Come by our DuPont booth

#927 next week at the NSBE
Convention in Detroit, MI
and learn how you can be Our Vision
a maker of new!
Transforming Industries and Improving
Lives through Material Science

DuPont | Brand expression | Version 5.0 61

Data visualization
Charts and graphs can aid understanding and add an element
of color to our data.

50

40

30

20

10

DuPont | Brand expression | Version 5.0

Infographics: Format
Infographics can take many forms. Choosing the
right vehicle or format for your message will
ensure an effective infographic.

The spectrum at right includes some popular

format types for consideration and may be used as
a general tool for considering what format may be
best for the particular content and audience.

1 Lorem ipsum dolor sit amet,

consectetuer adipiscing elit,
sed diam nonummy nibh
85
Lorem ipsum Lorem ipsum

Lorem ipsum
72

2
91

82%
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, Capabilities 68
sed diam nonummy nibh

3 82% 59%
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit,
sed diam nonummy nibh
Lorem ipsum

LIST CHART HUB AND SPOKE COMPILATION PROCESS PICTORIAL

Functional / Data-driven Promotional / Concept-driven

• Straightforward and direct • Greater opportunity for storytelling

• Useful when conveying a large amount of data • More opportunity for icons and illustrations
• Less opportunity for storytelling

DuPont | Brand expression | Version 5.0 63

Infographics: Principles

1
Simple forms, bold primary colors, clear and
Clear & simple
concise information—these are essential Use simple, two-dimensional geometric forms (e.g.,
characteristics of our charts and graphs. squares and rectangles with straight corners, circles
or triangles).

2
Crafted & precise
Information graphics can make a powerful statement.
Data becomes more compelling when using large-scale,
bold visuals.

3
Consistent & seamless By Business Segment
Focus on the point being made. Use color or imagery 100

to emphasize the most important details or to call out

the benefits.
80 19%
29%
Aramids
60

Increased inhibition
Construction

40 Tyvek®

Water

23%
29%
20

.22
.10

.70

.22

.28

.57

.27

6
.4

.4

8.5
.4

K8

K7
K.3

K3
K.6
K.3
K.2

K.8

K8
K.3

G7
DuPont | Brand expression | Version 5.0 64
Infographics: Elements
Our 2D data visualizations present easy- Type Iconography Photography
to-understand content and call out
essential information. You may pull from

30%
the approaches illustrated at right when
creating 2D data visualizations. 100%
of silicone transdermal

70%
patches on the market use
DuPont™ Liveo™ adhesives

of the thermal protection

in a firefighter’s suit comes
from inner components
Reduction in Scope 1 and 2 made of Nomex® fiber
GHG emissions compared
to the 2019 baseline

245 310 567 200+ million

33%
MILLION MILLION MILLION

premium smartphone devices

are enabled by DuPont flexible
2016 2017 2018

North America circuit materials

DuPont | Brand expression | Version 5.0 65

Charts and graphs: Overview
Our 2D data visualizations present easy- Pie chart (single color) Line chart Hierarchy
to-understand content and call out
essential information. You may pull from
the approaches illustrated at right when
creating 2D data visualizations. DuPont adhesives
7

Next
Generation

Specific Activity (hr/mg protein)

6
Industrial Automotive

5 Technologies
Protection

40 %
35 % 4

Water Electronics
of all vehicles produced contain of vehicles produced contain 1
DuPont elastic adhesives for DuPont structural adhesives to
glass bonding assist with lightweighting, safety, 0
noise and vibration 20 40 60 80 100 120 140

Time (days)

Pie chart (multicolor) Scatter Process

By Business Segment
100 250

19% 80 200

29%

Units sold (in millions)

Aramids 60 150

Increased inhibition
Construction

Tyvek® 100
40

Water

23% 50

29%
20

0
0 Jan Feb March April May June July Aug Sept Oct Nov Dec

.22
0

42

22

.28

.57

.27

56
2.4

3.7
3.1

3.4

6.

K8

K7
8.

8.
K3
K8
Month of year

K.

K.
K.

K.
K.

K.

G7
DuPont | Brand expression | Version 5.0 66
Charts and graphs: Color
Our 2D data visualizations present easy- Work from primary to tertiary Secondary color + imagery
to-understand content and call out When creating charts and graphs, always pull When featuring charts and graphs alongside an
image, ensure that the color coordinates with the
essential information. You may pull from from our reds and grays first. Move to tints of image for a harmonious feel.
the approaches illustrated at right when those colors before expanding to tertiary colors.
creating 2D data visualizations. Always ensure adequate contrast between
adjoining values.

Lead with red and gray Next, use our Lastly, add multiple
Use our red to highlight secondary colors secondary colors
one important piece of Use a single secondary Use multiple secondary
data and gray to fill in the color family along with colors, along with our red
rest of the chart. our red and gray, to show and gray, to show more
multiple pieces of data. complex data.

DuPont | Brand expression | Version 5.0 67

3D data visualization
Our 3D data visualizations highlight our Combine macro and micro views to Use an exploded view to reveal a DuPont Demonstrate how a material is made or how
essential innovations in an engaging and reveal an essential innovation. innovation, material or benefit within a product. it functions.
informative way.

Design considerations Powertrain and chassis

Improved bond strength and
longevity expected for OEM quality repairs.
• Address a specific audience
• Keep it simple
• Keep text short and to the point
• Use ample white space

DuPont | Brand expression | Version 5.0 68

Data visualization do nots
As our data visualization is simple, bold, clear, concise and aligns with our brand
identity system, using it correctly is critically important. Incorrect use of our data
visualization style can dilute the most essential highlights and fail to deliver the
information in an easy-to-understand and engaging way.

Do not round the corners and complicate simple Do not mix colors and hierarchy to highlight key Do not emphasize multiple pieces of information. Do not lose the focus on the most essential information
geometric shapes. information. by having no hierarchy.

100

567
80

245 310 60

Increased inhibition
40
MILLION MILLION MILLION

6 in 10
20
33%
North America
2016 2017 2018

people - insert statistic here. 0

.22
0

42

22

.28

.57

.27

56
2.4

3.7
3.1

3.4

6.

K8

K7
8.

8.
K3
K8
K.

K.
K.

K.
K.

K.

G7
Do not mix secondary colors in text. Do not create dimensional charts and graphs. Do not illustrate with a flat, isometric-layered diagram. Do not overload with too much information.

By Business Segment

37%
19% of the polymer is made Recommended for:
using annually renewable Everybody for typical,

29% plant-based ingredients. moderately long exercises

Aramids

Construction

Tyvek®

Water

23% The revolutionary Bio-PDO

29%
compound turns a formerly
chemical process into an
eco-efficient biological one.

DuPont | Brand expression | Version 5.0 69

Motion
Our approach to motion expresses the openess of the
DuPont brand. By building out a consistent approach to
motion states, we’ll connect out digital experiences with
the goal of creating an ownable motion system.

DuPont | Brand expression | Version 5.0

Motion principles
Overview Reveal Expand Zoom
Our approach to motion builds on the concept
of openness. We use transitions to both guide
and call out important information.

We use a simple forward motion to We use an outward movement as a We zoom from macro to micro to shift the
reveal content. subtle connection to our logo and to scale and reveal layers of a story.
express openness.

Download motion assets

DuPont | Brand expression | Version 5.0 71

Motion elements
Use the elements illustrated at right as a Title card Hero statement Supergraphic
starting point for videos. AfterEffect files for
animations and the demo reel, which can be
downloaded from Media Valet, will help us
create unified videos that reinforce our values.

Lower third Macro and micro Data visualization

Iconography Animated logo

Download motion assets

DuPont | Brand expression | Version 5.0 72

Applications

DuPont | Brand expression | Version 5.0

Website
Creating a seamless digital experience
that showcases the breadth of the DuPont
portfolio is a critical part of our brand strategy.
The DuPont.com web platform features
pre-designed templates and components
that balance brand consistency and technical
efficiency with the flexibility businesses need to
develop their own unique customer journeys..

Our DuPont.com Digital Playbook defines how

the DuPont brand is expressed across our
website and the tools available for working
within the DuPont.com digital ecosystem.

For access to the Digital Playbook and

for questions about creating new digital
experiences, please contact your business
digital marketing leader or
corporate communications.

DuPont | Brand expression | Version 5.0 74

Email: Image-driven
Our email communication style defines how Lifestyle left-aligned Mobile Lifestyle top-centered Mobile
the DuPont brand is expressed both internally
and externally.

Consistent use of the imagery style and
layout with our unique voice will bring a
unified messaging and identity system to
customers and employees to reinforce and
strengthen the brand.

DuPont | Brand expression | Version 5.0 75

Email: Text-driven
Our email communication style defines how Supergraphic header Mobile Letter Mobile
the DuPont brand is expressed both internally
and externally.

Consistent use of the imagery style and
layout with our unique voice will bring a
unified messaging and identity system to
customers and employees to reinforce and
strengthen the brand.

DuPont | Brand expression | Version 5.0 76

Email: Event materials
Event invitations and information use a large Invitation Invitation Invitation
banner for a more impactful layout. We keep
content concise and focused on the theme of
the event with details clearly called out and,
if applicable, a call-to-action.

DuPont | Brand expression | Version 5.0 77

Presentations
The slides at right illustrate examples of our
onscreen presentations.

The templates are simple, and these examples

demonstrate the look and feel of brand
elements in presentations, including type,
chart and table treatments.

The amount of content within presentations

can vary, but we should always strive for
simplicity, and clarity.

Download PowerPoint templates

DuPont | Brand expression | Version 5.0 78

Stationery
Stationery materials are a highly visible
Letterhead Notepad Envelopes

reflection of our brand in everyday

correspondence. Our flexible set of materials
Location name

support a wide range of communication Location name

123 Street Address
City, State 12345-6789
123 Street Address
City, State 12345-6789

Location name

needs.
123 Street Address
City, State 12345-6789

Do not add product logos or other symbols

to DuPont stationery with the exception of
business card backs which can be included on
a very limited basis and must be approved by
corporate communications.

Notecard

Labels

Legal entity

Location name
123 Street Address
City, State 12345-6789

Business card

Name
Title line 1
Title line 2
Sub Business Unit

Business Name
Address line 1
Address line 2
Address line 3
City, State, Zip

Download stationery templates

123.345.6789 Office
123.345.6789 Mobile
[email protected]
Legal entity name

Download business card templates

DuPont | Brand expression | Version 5.0 79

Literature: Brochures
Design considerations
Full-bleed image Half-page image White-paper option

• When designing brochures for high-profile

uses, consider using a full-bleed photo.
• Refer to the templates for default type
size, styles and logo size.
• Select imagery that provides sufficient
clear space to place the logo, headline and
business name.
• The logo must be positioned in the upper-
right corner of the page and the business
name in the upper-left corner.
• The placement of the headline may also
be placed, along the left-hand margin in a
manner that balances the image subject
matter and the logo.

Download brochure templates

DuPont | Brand expression | Version 5.0 80

Literature: Brochures
Design considerations
• Use full-bleed photography sparingly to
create an engaging rhythm between text-
heavy pages.
• Use callouts to call attention to quotations,
statistics or other important data.
• Apply photography within text columns
to break up information and maintain
visual interest.
• Pull from our secondary color palette
to coordinate imagery with the
overall layout.

Download brochure templates

DuPont | Brand expression | Version 5.0 81

Literature: Handouts and data sheets
Design considerations
Image Supergraphic

• Use handouts for general information

when the content is more concise than in
a brochure. Business name

• Refer to the templates for default type

size, styles and logo size. Product name
• Select imagery that provides sufficient Product information subheadline

clear space to place the logo, headline and

business name. Body text headline

Ut rectota di occum dolorectota aut am

Table title
Figure headline

labore eos re qui volupti officaborest

• The logo must be positioned in the upper- eossimus dolorpossit in et am aliquia
Table section title Table section title

Table body Data: lorem ipsum dolor amet

ectorum nihit conectur solorionsed mod
right corner of the page and the business magnimilia dolupta tectior sit dit acculla Table body Data: lorem ipsum dolor amet
udandicius ad mi. Consequi adigendia
name in the upper-left corner. vera id que cusaess enihil il magnatur,
Table body Data: lorem ipsum dolor amet

eicipie ndiciis prem rem. Ibusant diatium Table body Data: lorem ipsum dolor amet

Body text headline Table body Data: lorem ipsum dolor amet

• List item #1: iducit reserum re earchic

Table body Data: lorem ipsum dolor amet
• List item #2: oditate ne culpa doles quas nonsendent
• List item #3: qui ad quuntis aceatque comniatur
• List item #4: aut alis rent odipitistis ut quam, am reicaec

These templates are available in both Microsoft

Figure headline
• List item #5: endae nobis erum volectatum
• List item #6: hitem simusda ecabore dipsum lam que
Table section title Table section title

Word and InDesign. Body text headline Table body Data: lorem ipsum dolor amet

Alignatio to iducit reserum re earchic ilitatusant hitem simusda

Table body Data: lorem ipsum dolor amet
ecabore dipsum lam que moloritati oditate ne culpa doles
quas. Nonsendent. Rum qui ad quuntis aceatque comniatur re
Table body Data: lorem ipsum dolor amet
nes iuntiam rest, ut ant. Bus aut alis rent odipitistis ut quam, am
reicaec aboreri busaese cessequ iatemolore endae nobis erum
volectatum nonsed quae Table body Data: lorem ipsum dolor amet

Table body Data: lorem ipsum dolor amet

Body text headline
Alignatio to iducit reserum re earchic ilitatusant hitem simusda Table body Data: lorem ipsum dolor amet
ecabore dipsum lam que moloritati oditate ne culpa doles
quas. Nonsendent. Rum qui ad quuntis aceatque comniatur re
nes iuntiam rest, ut ant. Bus aut alis rent odipitistis ut quam, am Body text headline
reicaec aboreri busaese cessequ iatemolore endae nobis erum Alignatio to iducit reserum re earchic ilitatusant hitem simusda
volectatum nonsed quae ecabore dipsum lam que moloritati oditate ne culpa doles
quas. Nonsendent. Rum qui ad quuntis aceatque comniatur re
nes iuntiam rest, ut ant. Bus aut alis rent odipitistis ut quam, am
reicaec aboreri busaese cessequ iatemolore endae nobis erum
volectatum nonsed quae

Download data sheet templates

Download handout templates

DuPont | Brand expression | Version 5.0 82

Literature: Basic data sheets and reports
Templates for basic data sheets and reports
Basic report Basic data sheet Basic data sheet

have been developed for materials that

don’t include imagery and are primarily
text driven.
B us i n e s s n
Business am e
name Business name Business name

Maintain the styles defined within the

template for text size and placement. Report
ProductTitle
name Product name Product name
Subheadline
Product information subheadline Product information subheadline Product information subheadline

Position the DuPont logo in the upper-right Address line 1

Agnimagnis
Address line 2
Address line 3
maximaio verae viduntio excerun tisciisquae milit Agnimagnis maximaio verae viduntio excerun tisciisquae milit Agnimagnis maximaio verae viduntio excerun tisciisquae milit
omnis audaerisim eum eate intis dolorep eruptur, que ea essimol orruptas omnis audaerisim eum eate intis dolorep eruptur, que ea essimol orruptas omnis audaerisim eum eate intis dolorep eruptur, que ea essimol orruptas
corner of the page.
City, State, Zip
si ut moluptatus sae aut ulpa quiae int aperciendae. si ut moluptatus sae aut ulpa quiae int aperciendae. si ut moluptatus sae aut ulpa quiae int aperciendae.
Body headline
Figure headline

These templates are available in both Body text headline

Table section title
Ut rectota di occum dolorectota
Table section title
Body text headline Body text headline Body text headline Body text headline
Ipsaerio. Osaperu ptaquib erroriam iunt. On nonsecatem expercimodis et faccum
Chart headline

Tableaut
data:am Ut rectota di occum dolorectota aut am Alignatio to Reserum re
Figure headline Figure headline
Table body Lorem ipsum dolor amet soluptatur a doloreritis es commost iatempos explis doluptiis dolo mi, occustem nis iducit earchic

Microsoft Word and InDesign. labore eos re qui volupti officaborest

Table body Table data: Lorem ipsum
eossimus dolorpossit in et am aliquia
dolor
Table amet title
section Table section title
labore eos re qui volupti officaborest
eossimus dolorpossit in et am aliquia
Table section title Table section title
il magnatquatur se pa doluptaquis autecto doloremolut audis eat quo magnihitae
non rehente molorib eruptatibus, is iur seque con cus sust, odi cores es arum coriae
Table body Table data: Lorem ipsum dolor amet consequam fuga.
ectorum nihit conectur solorionsed mod Table body Data: lorem ipsum dolor amet ectorum nihit conectur solorionsed mod Table body Data: lorem ipsum dolor amet
Table body Table data: Lorem ipsum dolor amet
Body text headline
Bodybody
text headline Table body Data: lorem ipsum dolor amet Body text headline Table body Data: lorem ipsum dolor amet
Table Table data: Lorem ipsum dolor amet Magnatquatur se pa doluptaquis autecto doloremolut audis eat quo magnihitae el
• List item #1: iducit reserum re earchic • List item #1: iducit reserum re earchic non rehente molorib eruptatibus, is iur seque con cus sust, odi cores es arum coriae
Table body Data: lorem ipsum dolor amet Table body Data: lorem ipsum dolor amet
• List item #2: oditate ne culpa doles quas nonsendent • List item #2: oditate ne culpa doles quas nonsendent consequam fuga. Nempeditius abor autentur a et vernat que debis aut velendi
Section
• List itemtitle
#3: qui ad quuntis aceatque comniatur • List item #3: qui ad quuntis aceatque comniatur orehend ipitian dundios ni cullor re imporpo rporiatem non ea cust, erum nienima
Rum qui
Table body Data: lorem ipsum dolor amet Table body Data: lorem ipsum dolor amet ad quuntis
• List item #4: aut alis rent odipitistis ut quam, am reicaec • List item #4: aut alis rent odipitistis ut quam, am reicaec consed ma ipsunda ndemporrum volorum quatur, ne rem solupta pro quatur,
Nonsendent.
• List item #5:Rum quinobis
endae ad quuntis
erum aceatque
volectatumcomniatur re nes iuntiam rest, ut ant. Bus aut alis rent odipitistis ut quam, am reicaec • List item #5: endae nobis erum volectatum nonet aliquat ecaepudis digenda nis as escias earcien ihillabo. Borem. Nequae es
aboreri busaese cessequ iatemolore endae nobis
• List item #6: hitem simusda ecabore dipsum lam que erum volectatum nonsed quae.
Figure headline • List item #6: hitem simusda ecabore dipsum lam que Figure headline ex eatibusam iuret quiam consed que plaborrum alitatem es enditas ut es exerfer Body text headline
Menis a cone natum volorum dollaut atureptaspel ipsam re aditate plique res quae conseque voluptat estium etus duci cimagnis net auta il pero quis mod ut et eum fugiaspit et occus aut quibusam, qui Alignatio to iducit reserum re earchic
a plaudic testiore est, omnitas debitati odissi. Alignatio to iducit reserum re earchic ilitatusant hitem simusda ecabore dipsum. quodis aut dendis et fuga. Optaspe lluptatin re vent que si quo duciatam aspe eos ilitatusant hitem simusda ecabore
Table section title Table section title Table section title Table section title
Body text headline Body text headline doluptas nectur? plabo. Ut int. dipsum lam que moloritati oditate ne
Etusae ex ea dignim inus, quis et utempedit rereperibus que Etusae ex ea dignim inus, quis et utempedit rereperibus que culpa doles quas nonsendent. Rum qui
Table body Data: lorem ipsum dolor amet Table body Data: lorem ipsum dolor amet Table title
dellabo. Et vel idipsunt, ipiciusciis expel in eum rentoreium dellabo. Et vel idipsunt, ipiciusciis expel in eum rentoreium ad quuntis aceatque comniatur re nes
endigna temost rae ipis conet la venientota nis in et aut vellece endigna temost rae ipis conet la venientota nis in et aut vellece iuntiam rest, ut ant. Bus aut alis rent
Table body Data: lorem ipsum dolor amet Table body Data: lorem ipsum dolor amet
rnatum fuga. Nequas eatis endel est quatur? Alignatio to iducit rnatum fuga. Nequas eatis endel est quatur? Alignatio to iducit Table section title Table section title odipitistis ut quam, am reicaec aboreri
reserum re earchic ilitatusant hitem simusda ecabore dipsum reserum re earchic ilitatusant hitem simusda ecabore dipsum busaese cessequ iatemolore endae nobis
lam que moloritati oditate ne culpa doles quas nonsendent. Table body Data: lorem ipsum dolor amet lam que moloritati oditate ne culpa doles quas nonsendent. Table body Data: lorem ipsum dolor amet erum volectatum nonsed quae
Table body Data: lorem ipsum dolor amet

Table body Data: lorem ipsum dolor amet Table body Data: lorem ipsum dolor amet
Figure headline Figure headline Table body Data: lorem ipsum dolor amet Bullet list headline
• List item #1
Unit Nonsendent. Rum qui ad quuntis aceatque comniatur re nes Unit Nonsendent. Rum qui ad quuntis aceatque comniatur re nes Table body Data: lorem ipsum dolor amet
• List item #2
iuntiam rest, ut ant. Bus aut alis rent odipitistis ut quam, am iuntiam rest, ut ant. Bus aut alis rent odipitistis ut quam, am
Unit Unit • List item #3
reicaec aboreri busaese cessequ iatemolore endae nobis erum reicaec aboreri busaese cessequ iatemolore endae nobis erum Table body Data: lorem ipsum dolor amet
• List item #4
Y Value

Y Value
Unit volectatum nonsed quae Unit volectatum nonsed quae
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam sed velit id mi tincidunt molestie. In arcu enim, lacinia in dignissim et, interdum nec ex. Proin aliquam ut ipsum vitae eleifend. • List item #5
Aenean pellentesque eu massa at imperdiet. Praesent ut risus vitae nisl suscipit ultrices. Etiam sodales id tellus sit amet commodo. Nullam volutpat congue finibus. Table body Data: lorem ipsum dolor amet • List item #6
Unit Unit
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam sed velit id mi tincidunt molestie. In arcu Menis a cone
enim, lacinia natum
in dignissim volorum
et, interdum nec ex.dollaut atureptaspel
Proin aliquam ipsam
ut ipsum vitae eleifend. re
Aenean Menis a cone natum volorum dollaut atureptaspel ipsam re
pellentesque eu massa at imperdiet. Praesent ut risus vitae nisl suscipit ultrices. Etiam sodales id tellus sit amet commodo. Nullam volutpat congue finibus.
aditate plique res quae conseque voluptat estium etus ducia aditate plique res quae conseque voluptat estium etus ducia
Unit
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam sed velit id mi tincidunt molestie. In arcu enim, lacinia in dignissim et, interdum nec ex. Proin aliquam ut ipsum vitae eleifend. Aenean
Unit Table body Data: lorem ipsum dolor amet
plaudic
pellentesque eu massa at imperdiet. Praesent ut risus vitae nisl suscipit ultrices. Etiam sodales id tellus sit testiore
amet commodo. est,
Nullam omnitas
volutpat congue debitati
finibus. odissi. Alignatio to iducit plaudic testiore est, omnitas debitati odissi. Alignatio to iducit
Unit reserum re earchic ilitatusant hitem simusda ecabore dipsum Unit reserum re earchic ilitatusant hitem simusda ecabore dipsum
1
Unit Unit Unit Unit Unit Unit Unit Unit
lam que moloritati oditate ne culpa doles quas nonsendent. lam que moloritati oditate ne culpa doles quas nonsendent.
X Value X Value

Download data sheet templates

Download report templates

DuPont | Brand expression | Version 5.0 83

Print ads
Design considerations
• Select imagery that provides sufficient
clear space to place the logo, headline and
business name.
• The placement of the headline may also
be positioned, along the left-hand margin
in a manner that balances the image Putting safety
subject matter and the logo. to work
We understand that those who do the dirty work aren’t made of
stone, and we’re committed to providing solutions for keeping them
as safe. Our solutions include some of the most trusted brands in
the industry: Kevlar® aramid fiber for ballistic vehicle armor and cut
and abrasion protection, Nomex® fiber for flame hazards, Tychem®
garments for liquid and gas chemical hazards, and Tyvek® garments
for dry particulate hazards.

Business Unit

Isitiati atemquae nonsed ut et es idis rendio dolut volor atiasperiat ut lam rem eos volorem etur, into quiducimus autem

DuPont | Brand expression | Version 5.0 84

Banners

Download banner templates

DuPont | Brand expression | Version 5.0 85

Poster

100% of commercial aircraft are built with

Nomex® and Kevlar® honeycomb materials

DuPont | Brand expression | Version 5.0

Social media banners

Download social profile templates

DuPont | Brand expression | Version 5.0 87

Social media posts
We pull from our full kit of visual elements
DuPont Water Solutions DuPont News DuPont DuPont Photovoltaic and Advanced Materials
to create engaging content for our social Join us in celebrating water for #EarthDay this week. From reading a book about If you'll be attending the 52nd Annual Orientation Program & Career Forum in spr.ly/6010EZIJy #FunFactFriday
water, enjoying local water resources or practicing responsible water use, there are Orlando this week, stop by DuPont Booth #600 to learn more about our career More than half of the 900 million solar panels installed globally in the past 40 years
media channels. many ways you can honor this vital resource. Download our interactive PDF and let opportunities! contain DuPont materials.
us know how you #CelebrateWater.

Did you know?

Approximately 71% of the
Earth's surface is covered by
50%
one of its most important We’re hiring More than half of the 900
million solar panels installed
substances: Water.
globally in the past 40 years
contain DuPont materials.

Download social post templates

DuPont | Brand expression | Version 5.0 88

Products

DuPont | Brand expression | Version 5.0 89

Packaging and labels

MOLYKOTE® G-N Metal Batch

Assembly Paste 1234567890

Manufacture Date

1/1
06/2021
Best before

WARNING! May form

06/2024
combustible dust
Net weight
concentrations in air.
ATTENTION! Peut former des
concentrations de poussières
25 kg
combustibles dans l’air.
Gross weight

26 kg
MOLYKOTE® is a trademark of DuPont or its affiliates.

Destiné à la fabrication de denrées

alimentaires et non à la vente au détail.
Store cool and dry.
For commercial use, not for retail sale.
DuPont, 974 Centre Rd, Wilmington, Delaware 19805 CK123456789000001

DuPont | Brand expression | Version 5.0 90

Promotional items
Design considerations
• When selecting promotional items, they
should feel modern and innovative and
reflect the quality of the products that
we deliver.
• To make items truly unique to us, consider
opportunities to make promotional items
out of DuPont products.

DuPont | Brand expression | Version 5.0 91

Promotional items
Design considerations
• When selecting promotional items, they
should feel modern and innovative and
reflect the quality of the products that
we deliver.
• To make items truly unique to us, consider
opportunities to make promotional items
out of DuPont products.

DuPont | Brand expression | Version 5.0 92

Resources

DuPont | Brand expression | Version 5.0

Trademarks and copyright
Our trademarks are among the most Glossary
recognized and famous in the world. Because
of their invaluable equity, we must ensure that
they are used properly and are protected from
infringement. Your compliance will enhance Trademark Notice DuPont™, the DuPont Oval Logo, and all trademarks and service marks
our ability to take legal action against third
parties who improperly use our trademarks.
denoted with ™, SM or ® are owned by affiliates of DuPont de Nemours, Inc.
unless otherwise noted.
For questions on disclaimers and other notices
or which legal entity to use for stationary,
labels, registrations and contracts contact your
Legal or HR business partner.
Copyright Notice © 2023 DuPont.

Download trademark usage guidelines

DuPont | Brand expression | Version 5.0 94

Brand resources
To access any brand materials or additional Guidelines Assets
information, including guidelines, fonts, • Brand architecture guidelines Logos
photography, logos, marketing templates and • Lines Icons
information graphics artwork files, visit • Workplace branding guidelines Supergraphics
DuPont Media Valet. • Tradeshow guidelines Fonts
• Authorized distributor guidelines
To request access to DuPont’s Media Valet, • Tone of voice guidelines Templates
register for an account here. Brochure
Access to additional brand guidelines here. Handout
Data sheet
Digital Playbook Report
For access to the Digital Playbook and Letterhead and stationery
for questions about creating new digital Business cards
experiences, please contact your business digital Pull-up banners
marketing leader or the corporate digital team. Social media

DuPont | Brand expression | Version 5.0 95

Contacts
For questions about these guidelines or our brand Corporate Communications Adhesives & Fluids, MULTIBASE™, Tedlar® Global Procurement
and communications, contact the appropriate [email protected] Carolyn Bazzini Jen Sheridan
communications leader. [email protected] [email protected]

Media Inquires Delrin® IT&P

Dan Turner John Lenox Hilary Eberle
[email protected] [email protected] [email protected]

Logo or Branding-Related Requests Electronics & Industrial

Amy Pu Gia Oei
[email protected] [email protected]

Water & Protection

Megan Morris
[email protected]

DuPont | Brand expression | Version 5.0 96

© 2023 DuPont. All rights reserved. DuPont™, the DuPont Oval Logo, and all trademarks and service marks
denoted with TM, SM or ® are owned by affiliates of DuPont de Nemours, Inc. unless otherwise noted.
DuPont: Brand expression | Version 2.0