Dow Corning Corporation Visual Identity Standards Electronic ...

Dow Corning Corporation Visual Identity Standards 

ElECtroNIC mEDIa 

applICatIoNS 

JUNE 2009

table of Contents 

Introduction ........................................................................................................................................3 

Brand Elements overview ................................................................................................................4 

the Web Color palette.......................................................................................................................5 

the typefaces ....................................................................................................................................6 

the logotype and Signature 

Logotype – Minimum Size ...................................................................................................................7 

Signature for Web Use Only – Minimum Size .....................................................................................8 

Signature for Web Use Only – Construction, Clear Space and Placement ........................................9 

Logotype and Signature – Toray Lockup (Japan Only) .....................................................................10 

pBm E-mail Example .......................................................................................................................11 

PBM E-Mail – Enterprise: Logotype, Signature and Transformation Bar Placement .......................12 

PBM E-Mail – Design Elements ........................................................................................................13 

PBM E-Mail – Examples: Enterprise Level ........................................................................................14 

PBM E-Mail – Example: Industry Solutions.......................................................................................15 

PBM E-Mail – Industry Solutions: Lockup and Transformation Bar Placement ...............................16 

PBM E-Mail – Elements: Industry Solutions ......................................................................................17 

PBM E-Mail – Adapted to an E-Newsletter .......................................................................................18 

PBM E-Mail – Standard Elements .....................................................................................................19 

PBM E-Mail – Best Practices .............................................................................................................20 

PBM E-Mail – Disclosure Information ...............................................................................................21 

PBM E-Mail – Grid System ................................................................................................................22 

PBM E-Mail – Unacceptable Uses ....................................................................................................23 

Website Home page Example ........................................................................................................24 

Website Home Page – Elements .......................................................................................................25 

Website Home Page – Elements: Sizes, Fonts and Spacing ...........................................................26 

Web Section Example .....................................................................................................................27 

Web Section – Elements ....................................................................................................................28 

Web Section – Masthead Elements ..................................................................................................29 

Web Section – Body Copy Elements .................................................................................................30 

Web Section – Right Rail Elements ...................................................................................................31 

landing page Example ...................................................................................................................32 

Landing Page – Elements ..................................................................................................................33 

microsite Example ...........................................................................................................................34 

Microsite – Elements..........................................................................................................................35 

layout Standards 

Layout Standards – Default Fonts .....................................................................................................36 

Layout Standards – Link Text ...........................................................................................................37 

Layout Standards – Bullets and Lists ................................................................................................38 

Layout Standards – Buttons ..............................................................................................................39 

Layout Standards – Formatting Images and PDFs ...........................................................................40 

Layout Standards – Footer Elements ................................................................................................41 

Unacceptable Layout Examples ........................................................................................................42 

Banner advertising 

External Banner Advertising Examples .............................................................................................43 

External Banner Advertising – Elements ...........................................................................................44 

Dow Corning Website Promotional Banner Examples ......................................................................45 

Dow Corning Website Promotional Banner – Elements....................................................................46 

Banner Advertising – Best Practices .................................................................................................47 

Banner Advertising – Best Practices .................................................................................................48 

Co-Branded/Joint Venture ..............................................................................................................49

Introduction 

These standards are one of six in 

the series, which include: 

• Basic Elements 

• Electronic Media Applications 

• Marketing Collateral Applications 

• Advertising Applications 

• Corporate Identity Applications 

• Exhibit Applications 

The electronic media applications detailed in this section reflect our brand standards for typography, 

color, logotype use and other elements. For more detailed information about these basic standards, be 

sure to consult Dow Corning Visual Identity Standards – Basic Elements. 

Studying the fundamentals covered in Dow Corning Visual Identity Standards – Basic Elements will 

provide you the know-how to accurately design for all kinds of Dow Corning communications, including 

the specific electronic media applications contained in this document. 

If you have questions about any of the rules and applications presented here, please contact 

Global Corporate Communications via phone or e-mail: 

+1 989 496 8324 

g1media@dowcorning.com 

3 Dow Corning Visual Identity Standards › Electronic media applications

Brand Elements overview 

1 

Corporate Colors 

2 

Corporate Typefaces 

3 

Dow Corning Signature 

4 

Industry Solutions Lockup 

5 

Transformation Bar 

6 

Imagery 

We help you invent the future has been 

translated into a variety of languages. Note that 

only the tagline can be translated. Contact your 

Dow Corning representative for more information. 

Our visual identity is made up of several key elements that are used consistently throughout all communications. 

Through the rest of this document, you will see usage standards for all the elements shown below. 

4 Dow Corning Visual Identity Standards › Electronic media applications 

1 

Times New Roman Regular 

Times New Roman Italic 

Times New Roman Bold 

Times New Roman Bold Italic 

2 

6 

Arial Regular 

Arial Italic 

arial Bold 

Arial Bold Italic 

3 4 

5 

For Position Only 



Arial Narrow Regular 

Arial Narrow Italic 

Arial Narrow Bold 

Arial Narrow Bold Italic 

For Position Only

the Web Color palette 

Use no more than three or four colors, 

including black. (Shade variations within a 

color family are acceptable – e.g., dark teal 

and light teal versus orange and yellow.) 

Use the following color palette to select 

colors for fonts, backgrounds, lines and 

tables. (Colors in photos do not have to 

be limited to the color palette.) 

1 

Teal and gray are the primary colors of our 

identity system. Any shade of these colors 

can be used. 

The neutral colors, white and black, supplement 

the color palette. Black is used primarily in 

typography, and white (white space) brings 

sophistication to our communications. 

2 

Use these secondary colors and 

any shade of these colors. 

3 

When using the Dow Corning Toray or 

XIAMETER ® brand logo, you may use blue 

or orange as another secondary color. 

You can select from a palette of secondary colors in addition to our brand’s primary teals and grays. 


tEal 

RGB R 8 G 148 B 143 

HEXADECIMAL 08948F 

lIGHt tEal 

RGB R 227 G 246 B 246 

HEXADECIMAL E3F6F6 

WHItE 

RGB R 255 G 255 B 255 

HEXADECIMAL FFFFFF 

1 

taN 

RGB R 231 G 225 B 215 

HEXADECIMAL E7E1D7 

roYal BlUE 

RGB R 77 G 142 B 203 

HEXADECIMAL 4D8ECB 

DarK BlUE 

RGB R 32 G 105 B 148 

HEXADECIMAL 206994 

2 

BlUE 

RGB R 3 G 78 B 162 

HEXADECIMAL 034EA2 

3 

GraY 

RGB R 102 G 102 B 102 


DarK GraY 

RGB R 51 G 51 B 51 


BlaCK 

RGB R 0 G 0 B 0 


GrEEN 

RGB R 153 G 204 B 210 

HEXADECIMAL 99CCD2 

pUrplE 

RGB R 128 G 0 B 128 


rED 

RGB R 255 G 102 B 102 

HEXADECIMAL FF6666 

oraNGE 

RGB R 255 G 153 B 0 

HEXADECIMAL FF9900

the typefaces 

The sans-serif typeface Arial is recommended 

for use online. The serif typeface Times New 

Roman is also allowed for use online provided 

it is no less than 14 pixels in height. 

text Images 

Text images should be avoided as much as 

possible for several reasons: 

• The website is translated into several 

languages, so you will need to provide 

multiple images instead of one, in case the 

page is translated. 

• If you use such graphics, search engines will 

NOT pick up the text included in the image. 

• If you do have keywords in the graphic, make 

sure they are written somewhere else on the 

page as well. 

• Some visitors with slower connections may 

disable the image feature on their browser. In 

this case, they will not see the image, but just 

the ALT text. If the image is clickable, or if it 

conveys major information, make sure the ALT 

text compensates for the loss of the graphic. 

Consistent typography is an important element of our brand identity system. For consistency in all online 

applications, we recommend Arial as the primary font. 

arial 123AaBbCc&?! 

123aaBbCc&?! 

Times New Roman 123AaBbCc&?! 

123AaBbCc&?! 

Character languages: When a character language is required, use Arial Unicode MS. 


123AaBbCc&?! 

123AaBbCc&?! 

123AaBbCc&?! 

123AaBbCc&?!

logotype – 

minimum Size 

“Dow Corning” needs to be legible 

on a 1024 x 768-pixel screen. 

1 

The preferred size for the width of 

the logotype is 108 pixels. 

2 

The minimum size allowed for the width of the 

logotype is 81 pixels. However, in extreme 

cases where the logotype is used in an online 

advertising placement, it can be as small as 

70 pixels providing “Dow Corning” is legible. 

Use only official reproduction artwork 

in RGB color space. 

animation 

The Dow Corning logotype may be animated 

provided it is not distorted and the animation does 

not violate any of the Dow Corning Visual Identity 

Standards. You may fade the logotype in and out 

or move it around on the page. However, at the 

end of the animation, the logotype must reside in 

one of the approved positions. Positions include 

the lower left, lower right, upper left or upper right 

of your application. In cases where the logotype 

is the only element, you may also center it. 

Use of the logotype as a link to 

dowcorning.com from External Websites 

Outside companies, such as suppliers and 

customers, as well as organizations, can request 

permission to use the Dow Corning logotype 

to link to our website. Should this happen, 

please follow the corporate policy for external 

use of the Dow Corning name and logotype. 

Online applications require careful use of the Dow Corning logotype. Protect the logotype’s legibility by keeping 

its width larger than the minimum 81 pixels. 

108 pixels 

1 2 


81 pixels

Signature for Web Use 

only – minimum Size 

To maintain the legibility of the tagline, 

use the Dow Corning Signature that 

is optimized for use online. 

1 

The preferred size for the width of the 

Dow Corning Signature is 274 pixels. 

2 

The minimum size allowed for the width 

of the Dow Corning Signature is 205 

pixels, which ensures that “Dow Corning” 

is legible on a 1024 x 768-pixel screen. 



To keep the tagline legible, use the online version of the Dow Corning Signature. 


1 

2 

205 pixels 

274 pixels

Signature for Web Use 

Only – Construction, Clear 

Space and placement 

To maintain the legibility of the tagline, 

use the Dow Corning Signature that 

is optimized for use online. 

1 

The construction of the logotype is similar to 

the standard Dow Corning Signature, but with 

a change in proportions of the tagline to the 

logotype. Please be sure to use the correct 

logotype in online applications. 

The clear space around the entire lockup is X, 

where X is equal to the height of the black bar 

in the logotype. 

The rightmost part of the Dow Corning 

Signature is considered the period and 

not the trademark symbol. 

2 

In most applications, the Dow Corning 

Signature should be placed in the upper left 

corner and “above the fold” at all times on 

a 1024 x 768-pixel screen. See examples 

later in this book for interactive applications. 

A special version of the Dow Corning Signature ensures legibility in online applications. 


1 

2 

0.6X 

0.6X 

0.3X

logotype and Signature – 

toray lockup (Japan only) 

The Dow Corning Toray logotype is always 

used in place of the Dow Corning logotype 

on applications produced for Japan. The 

logo should be placed in the upper left 

corner and “above the fold” at all times on 

a 1024 x 768-pixel screen. 

1 


Dow Corning Toray logotype lockup is 

108 pixels. 

2 

The minimum size allowed for the width of 

the Dow Corning Toray logotype lockup is 

81 pixels. “Dow Corning” needs to be legible 

on a 1024 x 768-pixel screen. 

3 


Dow Corning Toray Signature is 274 pixels. 

4 

The minimum size allowed for the width of 

the Dow Corning Toray Signature is 205 

pixels, which ensures that “Dow Corning” 

is legible on a 1024 x 768-pixel screen. 

When using the Dow Corning Toray 

Signature, the same construction and clear 

space rules apply. Do not translate the 

tagline in the Dow Corning Toray Signature. 



In applications produced for Japan, the Dow Corning logotype is always replaced with the 

Dow Corning Toray logotype. 

108 pixels 

1 2 


3 

4 

205 pixels 

274 pixels 

81 pixels

pBm E-mail Example 

Before you consult with an agency or 

begin building a PBM e-mail campaign, 

it is highly recommended that you 

contact your Dow Corning e-marketing 

specialist for assistance and direction. 

permission-Based marketing (pBm) e-mails provide an effective way to reach customers and link them to 

information in dowcorning.com. 

If you are having difficulty viewing this e-mail, click here. 

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Dow Corning Corporation, Attention WebMail, 2200 W. Salzburg Road, Midland, MI 48686-0994, United States 

Please add exactsolutions@dowcorning.biz to your address book to ensure proper delivery. 

If you do not wish to receive e-mail communications from Dow Corning, you may unsubscribe from this 

e-mail newsletter or unsubscribe from all e-mail newsletters at any time. View privacy policy. 

Dow Corning is a registered trademark of Dow Corning Corporation. We help you invent the future is a 

trademark of Dow Corning Corporation. © 2009 Dow Corning Corporation. All rights reserved. 


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pBm E-mail – Enterprise: 

Logotype, Signature and 

transformation Bar placement 

Industry research suggests that most people 

preview e-mails in their preview panes and 

increasingly on mobile devices. Always place 

the Dow Corning Signature or Industry Solutions 

lockup in the top section of the e-mail to 

increase the chances of the e-mail being read. 

1 

The preferred direction of the Transformation 

Bar for online applications is shown here. In this 

position, the teal end of the Transformation Bar is 

aligned with the outside edge of the Dow Corning 

logotype. Use this directional lockup when the 

Transformation Bar and Dow Corning Signature 

are used together. 

2 

Optionally, you can use the Transformation 

Bar with logotype and tagline lockup in 

the top section in either direction. 

3 

Optionally, you can use the Dow Corning 

logotype at the top of the PBM e-mail 

instead of the Dow Corning Signature. In 

this position, make sure the teal end of 

the Transformation Bar is aligned with the 

outside edge of the Dow Corning logotype. 

Use the Transformation Bar with tagline. 

When these elements are used together in the 

same e-mail, they must be the same height, even 

when separated. 

Match the orientation of the Transformation Bar with the orientation of the Dow Corning Signature. 


1 

CoNtENt arEa 

3 

2 

CoNtENt arEa 

The gray boxes are for illustrative 

purposes only. Do not reproduce.

pBm E-mail – 

Design Elements 

1 

Include text at the top of the page that 

provides the recipient with the option of 

viewing a Web-hosted version of the e-mail. 

Include a value proposition directly below. 

2 

The Dow Corning Signature can be placed 

on either the left or right side of this space. 

You can optionally use the Transformation 

Bar with logotype and tagline lockup in 

this space. Either should be clickable and 

link back to the website home page. 

3 

This optional navigation bar may be modified. 

4 

The Transformation Bar should be used 

in this preferred direction and always on a 

white background. If, however, you place the 

Transformation Bar in the header, do not repeat 

the use of the Transformation Bar at the bottom. 

5 

Disclosure area elements are described on 

page 21. 

6 

The background of the e-mail, or legal frame, is 

a tint of one of the colors in the color palette. Be 

sure that the chosen color does not overpower 

the rest of the design. 

7 

The call-to-action rail includes text and image 

or graphics areas. 

refer to the layout standards beginning 

on page 19 for guidance on how to format 

the elements in the content area. 

The architecture of our standard e-mail allows customization while also building in consistency. 

Use the call-to-action rail to promote offers or more information. 



3 

4 

1 

2 

5 

6 

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CoNtENt arEa 

650 pixels 

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NaVIGatIoN 

DISCloSUrE arEa 

LEGAL FRAME 

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7 

The gray boxes and grid lines are for 

illustrative purposes only. Do not reproduce.


Examples: Enterprise level 

1 

Here is an example of a PBM e-mail with the 

Transformation Bar used at the top. 

2 

When communications are not of a marketing 

nature, but need to be more one-on-one, use an 

HTML letter. Adding a signature adds a personal 

touch to the communication. 

Enterprise-level PBM e-mail templates include promotional and letter formats. 


























trademark of Dow Corning Corporation. © 2009 Dow Corning Corporation. All rights reserved. 











1 2 


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If you do not wish to receive e-mail communications from Dow Corning, you may unsubscribe from 

this e-mail newsletter or unsubscribe from all e-mail newsletters at any time. View privacy policy. 

Dow Corning is a registered trademark of Dow Corning Corporation. We help you invent the future is a trademark 

of Dow Corning Corporation. © 2009 Dow Corning Corporation. All rights reserved.


Example: Industry Solutions 

Here is an example of a Dow Corning e-mail promoting an industry solution. 

On the next page, you will see the underlying structure for these kinds of e-mails. 



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trademark of Dow Corning Corporation. © 2009 Dow Corning Corporation. All rights reserved.


Industry Solutions: 

lockup and transformation 

Bar placement 

Industry research suggests that most people 

preview e-mails in their preview panes and 

increasingly on mobile devices. Always place 

the Dow Corning Signature or Industry Solutions 

lockup in the top section of the e-mail to 

increase the chances of the e-mail being read. 

1 

The preferred direction of the Transformation 

Bar for online applications is shown here. In 

this position, the teal end of the Transformation 

Bar is aligned with the outside edge of the 

Dow Corning Industry Solutions lockup. 

2 

Optionally, you can use the Transformation 

Bar in the opposite direction. In this 

position, make sure the teal end of the 

Transformation Bar is aligned with the 

outside edge of the Dow Corning Industry 

Solutions lockup. Use the Transformation 

Bar with tagline in these situations. 

When these elements are used together 

in the same e-mail, they must be the 

same height, even when separated. 

Match the orientation of the Transformation Bar with the orientation of the Dow Corning Industry Solutions lockup. 


1 

CoNtENt arEa 

2 

CoNtENt arEa 




Elements: Industry Solutions 

1 

Include text at the top of the page that provides 

the recipient with the option of viewing a Webhosted 

version of the e-mail. Include a value 

proposition directly below. 

2 

This header area is reserved for images, 

graphics and the Industry Solutions lockup. 

The Industry Solutions lockup can be placed 

on the left or the right side. 

3 

This optional navigation bar may be modified. 

4 

The Transformation Bar may be used in this 

optional direction and always on a white 

background. Be sure the bar flows according 

to the standards on page 12. 

5 

Disclosure area elements are described on 

page 21. 

6 

The background of the e-mail, or legal frame, 

is a tint of one of the colors in the color 

palette. Be sure that the chosen color does 

not overpower the rest of the design. 

7 

The call-to-action rail should include 

related resources, an image or graphics 

area and a text area. 




Our spectrum of Industry Solutions shares a consistent template for PBM e-mails. Refer to Dow Corning Visual 

Identity Standards – Basic Elements for details on Industry Solutions Signatures, logotype lockups and more. 



1 

2 

3 

4 

5 

6 

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CoNtENt arEa 

650 pixels 

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LEGAL FRAME 

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arEa 

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7 




adapted to an E-Newsletter 

A PBM e-mail can be adapted to an 

e-newsletter using similar elements. 

1 

The header can be customized by adding 

graphics or photos. Be sure to allow 

for the appropriate clear space around 

the Dow Corning Signature or Industry 

Solutions lockup. 

Before you consult with an agency or begin 

building an e-newsletter campaign, it is 

highly recommended that you contact your 

Dow Corning e-marketing specialist for 

assistance and direction. They can assist 

you in understanding your hosting options. 

The e-newsletter design provides another way to customize the format to your specific Industry Solutions. 




















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trademark of Dow Corning Corporation. © 2009 Dow Corning Corporation. All rights reserved.


Standard Elements 

Commercial e-mail messages include 

any e-mail sent for the purpose of direct 

marketing or promotion for the sale of 

products and services regardless of the 

method of delivering the e-mail. Surveys 

are considered commercial e-mails. 

Before beginning any PBM e-mail, check 

with local regulations. Each country has 

enacted laws to govern e-mail spam. 

all pBm e-mail campaigns must 

include all standard elements. 

Promoting our solutions through e-mail carries with it a set of rules for how to handle subject lines, header 

information and more. 

From A registered Dow Corning brand is to be used in the “From” line. 

Subject line The subject must clearly and conspicuously identify the e-mail message 

as an advertisement or solicitation. 

E-mail Header Enter truthful, unaltered header information. All Dow Corning commercial 

e-mail campaigns will be sent from an identified Dow Corning server. 

return E-mail Include a button or link. 

Deliverability To help ensure the proper delivery of your e-mail messages (i.e., to 

avoid spam filters or being placed in a junk folder), include a message 

somewhere (e.g., footer or side column) on the page to remind recipients 

to add our e-mail address to their address book/white list. This can be 

accomplished with a simple message like: “Please add exactsolutions@ 

dowcorning.biz to your address book to ensure proper delivery.” 



Best practices 

optimize for preview pane 

It is recommended that the standard header 

area should not exceed 100 pixels in height. 

This area typically contains the header image, 

Dow Corning Signature or Transformation Bar 

with logotype and tagline lockup, standard 

menu bar, and administrative text (e.g., 

“Click here to view this e-mail online.”). 

The space required to communicate this 

information should be minimized to preserve 

as much space as possible in the preview 

pane for viewing the value proposition and 

call-to-action messages. 

lead the Eye 

Use typography and color to your advantage. 

Lead the eye along the page through the 

value proposition to the call-to-action. 

Use white space, large copy and graphics in a 

deliberate manner to make a long e-mail seem 

much shorter. Place the important information 

close to the top and middle of the page. 

Use images carefully. A large image will demand 

a lot of attention. If it is misplaced or irrelevant, 

it can ruin the communication of your message. 

Avoid putting interesting material in 

sidebars. This pulls the eye away from the 

main body. If it is interesting and valuable, 

keep it close to the top and center. 

International pBm E-mails and Spam 

E-mail advertising rules, regulations 

and practices vary across the globe. 

Contact your Dow Corning e-marketing 


Follow the tips compiled here to make sure your e-mail campaign reaches and is read by your target audiences. 

Subject lines Subject lines with fewer than 30 characters receive higher open rates. 

reinforce offer Consider using an image for the offer (e.g., a picture of a sample or 

white paper) in addition to a text link. Repeat the key offer in multiple 

places in the e-mail. 

Navigation Standard menu items should be included in each e-mail in the menu bar 

near the top or on the side. Standard menu items include links to 

Dow Corning or Industry Solutions Web pages, Customer Support, 

E-mail Archive, Update E-mail Preferences, Subscribe, and Contact Us. 

avoiding 

Spam Filters 

Avoid the common triggers: 

• Using bright red fonts, or a proliferation of colors, styles and formatting. 

• Yelling with lots of exclamation points!!!!!!! YELLING WITH ALL CAPS. 

• Using spam words like “click here!” or “click here now!” or “act now!” 

or “limited time!” (Be especially careful of your unsubscribe link, 

where you might say something like “click here to unsubscribe.”) 

• Make sure the HTML code is “clean.” 

• Do not use “dummy text” in your message, even 

if you are sending a test campaign. 

• Spam filters get suspicious of “lorem ipsum” text. 

• When sending test campaigns, use content that is as real as possible. 

• Do not type in one paragraph, then copy-paste it ten times. Spam 

filters can see all the duplicate content, and they think it is spam. 

• Do not use the word “test” in your subject line (if you include external 

ISPs in your test list). 

• Do not make a PBM e-mail that is just a collection of pretty graphics. 

You need some text in your message, too. Otherwise, spam filters 

will have nothing to read and will think your message is junk. 



Disclosure Information 

Disclosure information must contain: 

1 

A Dow Corning postal address will be 

used and displayed on all commercial 

e-mail messages. The standard is: 

Dow Corning Corporation 

Attention WebMail 

2200 W. Salzburg Road 

Midland, MI 48686-0994 

United States 

Mail sent to this address will be forwarded to 

Customer Service for appropriate follow-up. 

For local language, geographic-specific e-mail 

campaigns, a Dow Corning office address may 

be substituted, if a process is in place to respond 

effectively to incoming mail. 

2 

A functioning return e-mail button or link 

3 

A clear and conspicuously displayed opt-out link 

4 

Copyright information 

5 

See page 41 for the link to our Privacy Statement. 

Proper disclosure information is required in e-mails generated by Dow Corning. 

Dow Corning Corporation, Attention WebMail, 

2200 W. Salzburg Road, Midland, MI 48686-0994, United States 

Please add exactsolutions@dowcorning.biz to your 

address book to ensure proper delivery. 

If you do not wish to receive e-mail communications from Dow Corning, 

you may unsubscribe from this e-mail newsletter or unsubscribe 

from all e-mail newsletters at any time. View privacy policy. 

Dow Corning is a registered trademark of Dow Corning Corporation. 

We help you invent the future is a trademark of Dow Corning Corporation. 

© 2009 Dow Corning Corporation. All rights reserved. 


1 

2 

3 

4 

5


Grid System 

Our PBM e-mail Grid System is adapted from 

the Grid System mentioned in Dow Corning 

Visual Identity Standards – Basic Elements. 

The 3-column structure is defined by the blue 

lines, and the sections are 50 pixels apart. 

The magenta line represents the margin. 

The grid sections can be repeated through 

the length of your e-mail. 

the pBm e-mail Grid System applies to 

all PBM e-mail communications. 

This underlying Grid System defines consistent design parameters for all PBM e-mails created by Dow Corning. 

650 pixels 

200 pixels 25 pixels 


50 pixels 

The grid lines are for illustrative 



Unacceptable Uses 

1 

Do not place e-mails on a white background. 

2 

Do not alter the direction of the 

Transformation Bar or use it as a design 

element in a way that has not been 

prescribed in the previous pages. 

3 

Do not place the logotype, Dow Corning 

Signature or Industry Solutions lockup at the 

bottom of an e-mail. 

4 

Do not stack the logotype, Dow Corning 

Signature or Industry Solutions lockup 

with the Transformation Bar. 

Specific rules govern the use of Dow Corning identity elements in PBM e-mails. Some unacceptable uses 

are shown below. 


1 

3 

CoNtENt arEa 

CoNtENt arEa 

2 

4 

CoNtENt arEa 

CoNtENt arEa

Website Home page Example 

The website and Web sections are maintained 

by an internal Dow Corning group in support of 

long-term business objectives. The message and 

offers within the content are updated as business 

needs dictate. 

Typically, there are two types of Web sections 

on dowcorning.com: 

• Industry Web Sections 

These provide a location for each Dow Corning 

industry to display its external market offerings 

to customers and prospects. Common types of 

information displayed in these sections consist 

of product applications, technical information, 

and detail on services and solutions. 

• Corporate Web Sections 

These contain general information about 

the corporation and our horizontal offerings. 

Common types of information displayed in these 

sections include About Dow Corning, Silicone 

Technology, Careers, Services and Solutions, 

Sustainability, and Customer Support. 


building a website home page or Web section, 

it is highly recommended that you contact 

your Dow Corning e-marketing specialist for 

assistance and direction. 

the Dow Corning home page packages a mix of informational and branding messaging to help customers and 

prospects learn more about our company’s solutions. The dowcorning.com website splits its content between 

corporate information and Industry Solutions information. 


Website Home page – 

Elements 

1 

Use the Dow Corning Signature for online 

use. The logotype is clickable and links 

back to the website home page. 

2 

Global navigation is required on all Web sections 

and subsection pages. Links are Products, 

Technical Library, Solutions, Premier Services 

and About Dow Corning. Global and secondary 

navigations are translated into the local language. 

the use of the global navigation within the 

Transformation Bar is an exception. 

3 

This area can include one of the following 

elements: free e-mail updates subscription, 

product search + free e-mail updates registration 

boxes, or up to six clickable thumbnails with 

description and links underneath. 

4 

Standard footer navigation is required on all 

pages. Links are Media Center, Careers, Site 

Map and Other Dow Corning Websites. 

5 

Secondary navigation links are Log In, 

Profile/Preferences, Customer Support, 

Contact Us and an option to change the 

language. Below the secondary navigation 

links is the standard search bar. 

6 

This required section provides Dow Corning 

trademark and copyright notes, links to the Privacy 

Statement, and Terms and Conditions Documents. 




The standardized format for Dow Corning Web pages includes specific placement of navigation, search, 

logotype and content areas. 


1 

2 

3 

4 

BraNDING/KEY mESSaGE CHaNNEl 

WItH tItlE aND lINKS 

Small BaNNEr ICoN 

SUBHEaD or taGlINE arEa 

CoNtENt arEa 

promotIoNal arEa 

SEarCH arEa 


5 

6 



Website Home page – 

Elements: Sizes, 

Fonts and Spacing 

1 

Global Navigation links 

Default font: 12-point bold white; text vertically 

centered in the Transformation Bar 

2 

Image size can be 398 x 346 pixels 

or 398 x 398 pixels when there is 

no small banner/icon area. 

Default title font: 18 points 

Default links font: 13 points 

3 

Footer Navigation Links 

Space above footer bar: 45 pixels 

Default font: 11 points in gray 

Rollover and active links in teal 

4 

Secondary Navigation links 


Rollover and active links: teal 

5 

Branding message 

Background color: tan 


6 

Disclaimer 


Spaced 15 pixels below the footer bar 

20 pixels from the left of the page 

The underlying architecture and specifications of the Dow Corning website are detailed below. 


1 

2 

3 

BraNDING/KEY mESSaGE CHaNNEl 

WItH tItlE aND lINKS 

Small BaNNEr/ICoN arEa 

1024 pixels 

CoNtENt arEa 

BraNDING mESSaGE 

SolUtIoNS or NEWS rElEaSES 

SEarCH arEa 



illustrative purposes only. Do not reproduce. 

4 

5 

6

Web Section Example 

Before you start developing content for 

a Web section, you will need to do some 

preparation work. 

objectives 

Define your purpose and objectives for 

creating a Web section. 

measures 

How will you evaluate, track and measure 

performance against objectives? 

audience 

Define your target audience. Do not construct 

a Web section for multiple market segments. 

Key messages 

Align your key messages to the intended 

audience and to achieve your objectives. 

Avoid generic messages. 

offers 

A Web section must contain an offer 

that supports your key message and is 

aligned to the next step of you audience’s 

buying process. 

It is often desirable to assign a specific URL 

path for tracking advertising response rates. 

Rather than purchasing a unique URL, use 

the dowcorning.com URL with a unique 

extension – dowcorning.com/solarpower, 

for example. This serves two purposes: 1) It 

reduces the number of URLs Dow Corning 

has to buy and maintain, and 2) It enhances 

the memorability of the Dow Corning 

website name. 

Important Elements Above the Fold 

Important elements, such as the Dow Corning 

Signature, key message and offer, should be 

on the first screen before you scroll on a 

1024 x 768-pixel screen. 

Your marketing effort may utilize Web sections to make an offer or to guide prospects into deeper 

information on the Dow Corning website. 


Web Section – 

Elements 

1 

These elements are the same as 

the Dow Corning website. 

2 

An optional site map side navigation 

leads you to supporting pages or content 

within the specific Web section. 

3 

An optional supporting content section 

suggests additional materials and links 

to other pages or documents that might 

be related to this Web section. 

4 

Footer navigation and legal information are the 

same as the Dow Corning website. Additional 

legal information may be added as needed. 

5 

The right rail may contain links for 

downloadable information, banners with a 

specific call-to-action and an area for sign-up. 




Web sections contain several elements, detailed here. 

LEFT NAvIGATION 

INtroDUCtIoN/BoDY 

aCtIoNaBlE CoNtENt 

SUpportING CoNtENt 

(optIoNal) 


3 

1 

2 

4 

maStHEaD 

rIGHt raIl 

5 




masthead Elements 

1 

The heading should be left-justified 

using Text Head 2 at 26 pixels. The 

subhead should be set in Text Head 4 

at 15 pixels. The copy should bottomalign 

12 pixels from the edge. 

2 

The background color is teal. 

3 

There is a 3-pixel tan rule between 

the teal box and photography. 

4 

There is a 6-pixel tan rule around 

the entire masthead. 

The Web section features a header comprising an image and text components. 

2 3 4 


1 

Building materials 

protection Solutions 

A dependable, worldwide supply of 

proven construction chemicals and 

collaborative development support. 

700 pixels 

up to 

201 

pixels


Body Copy Elements 

1 


using Body Text Head 1 at 20 pixels. 

Subsequent headings should be set 


2 

The body copy should be leftjustified 

using Body Text 1. When 

using a link, use Link Text 1. 

Maintain consistency by adhering to these formatting rules for Web section body elements. 


1 

2 


Create value-added building materials, dry mixes and 

water-repellent formulations 

You are working hard to develop building materials, additives and construction chemicals 

with differentiating performance benefits. We want to help you invent the next generation of 

building materials by providing you with proven performance and global resources. You can 

rely on us for: 

• A secure, high-volume supply of building protection chemicals 

• Confidential product development support 

• Silicone chemistry expertise 

• A firm understanding of your local and global market challenges


right rail Elements 

1 



Subsequent headings should be set 


2 

The body copy should be leftjustified 

using Body Text 1. 

3 

There is a 3-pixel tan rule 

between boxes. 

4 

There is a 6-pixel tan rule 

around the entire right rail. 

5 

When using a link, use Link Text 1. 

Specific formatting rules apply to the right column area on Web sections. 


1 

12 pixels 

5 pixels 

2 

3 

4 

5 

10 pixels 

10 pixels

landing page Example 

Landing pages are stand-alone pages that 

provide a pathway for prospects and customers to 

see more detailed information about our products 

and services. They are used to support a targeted 

marketing offer with a predefined life span as 

determined by the marketing objectives. 

landing pages provide a pathway for prospects and customers to see more detailed information about our 

products and services. 


landing page – 

Elements 

1 

Use this area to create a header and hold 

all content. The content may include text, 

imagery or a combination of the two. 

2 

The Transformation Bar can be placed 

above the footer when there is not a 

search box in the header. 

3 

Include disclaimers or additional 

legal information as needed. 

4 

The optional navigation allows for a more 

controlled, specific navigation and may 

be omitted in certain circumstances. 


on page 36 for guidance on how to 

format the elements in the content area. 

Structure your landing pages as shown below to include areas for content, identity components and navigation. 


1 

2 

3 

CoNtENt arEa 

FOOTER 

NaVIGatIoN (optIoNal) 

4 



microsite Example 

Use these standards as a starting point for your 

microsite and refer to the standards in this section 

and Dow Corning Visual Identity Standards – 

Basic Elements when using colors, logotypes, 

signature or Transformation Bar in your design. 


building a microsite, it is highly recommended 

that you contact your Dow Corning e-marketing 


It is often desirable to assign a specific URL 

path for tracking advertising response rates. 

Rather than purchasing a unique URL, use 

the dowcorning.com URL with a unique 

extension – dowcorning.com/solarpower, 

for example. This serves two purposes: 

• It reduces the number of URLs 

Dow Corning has to buy and maintain, and 

• It enhances the memorability of the 

Dow Corning website name. 

A microsite is a stand-alone mini-website which serves as a destination or hub for a specific promotional topic, 

audience or action. On the next page, you will see the structure and specifications of Dow Corning microsites. 


microsite – 

Elements 

1 

Use this area to create a header 

for the microsite. It can be a 

combination of text and/or images. 

2 

The Transformation Bar is placed above 

the footer of a microsite when there 

is not a search box in the header. 

3 

Include disclaimers or additional 

legal information as needed. 

4 

The optional navigation allows for a more 

controlled, specific navigation and may 

be omitted in certain circumstances. 


on page 36 for guidance on how to 

format the elements in the content area. 

Special promotional microsites can be created using this approved format. Customize to fit your need. 

BraNDING arEa 


1 

2 

3 

CoNtENt arEa 

FOOTER 

NaVIGatIoN (optIoNal) 

4 



layout Standards – 

Default Fonts 

Headings, titles and subtitles should be widely 

used, as they are an effective way of making 

online content easy to scan. 

Refer to page 5 for the color breakdowns of 

each color listed to the right. 

things to avoid 

• Never use underline to emphasize text. 

Underline is reserved for links. 

• Do not use italics for large blocks of 

text because italics are more difficult 

to read online. 

• Sparingly use all caps to highlight words, 

as this makes it harder to read online. All 

caps may be perceived as “shouting.” Bold 

text is used to highlight words and phrases. 

Limit this use to one or two words. 

• Do not highlight the words “Dow Corning” 

since all the pages are about Dow Corning. 

• Avoid highlighting entire sentences or 

long phases. A scanning eye can pick 

up only about two words at a time. 

• Never use Times New Roman 

at less than 14 pixels. 

Refer to the information here for default type specifications and programming recommendations for 

Dow Corning online communications. 

For Websites, Web Sections, Landing Pages and Microsites: 

tEXt 

HEaDS 

text Head 1 

Arial 

30 Pixels 

Color: White 

text Head 2 

Arial 

23 Pixels 

Color: White 

text Head 3 

Arial 

17 Pixels 

Color: White 

For PBM E-Mail Campaigns and E-newsletters: 

tEXt 

HEaDS 


Arial 

14 Pixels 

BoDY tEXt 

HEaDS 

Body text Head 1 

Arial 

20 Pixels 

Color: Gray 

Body text Head 2 

Arial 

17 Pixels 

Color: Gray 

BoDY tEXt 

HEaDS 

Arial 

11 Pixels 

BoDY 

tEXt 

Body text 1 

Arial Regular or Bold 

11 Pixels 

Color: Dark Gray 

Body text 2 


10 Pixels 


BoDY 

tEXt 


9 Pixels 


lINK 

tEXt 

link text 1 


11 Pixels 

Color: Teal 

lINK 

tEXt 


9 Pixels 

Color: Teal


link text 

Links stand out by virtue of being colored, 

so they should be written to do double 

duty as highlighted keywords. 

Link the key information-carrying words. 

Links are also a way to make keywords 

stand out for search engines. 

Links to external websites must open 

in a new window. 

When linking to anything other than a Web 

page (e.g., PDF, Microsoft ® document), 

warn users what kind of document they are 

about to open (especially if the file requires a 

separate plug-in) and mention the document 

size. Note that Web users typically prefer to 

navigate Web pages, so provide Web pages 

rather than PDFs whenever you can. 

Do not use a link if the information can be 

succinctly presented on the current page. 

Gather cross-references under a 

“See also” (or similar) heading when 

appropriate, and use a bulleted list. 

Make it clear what visitors will get when 

they click on the link. The text for links 

should be self-explanatory when taken out 

of context and never read “click here.” 

Link text works better for users when we follow these best practices. 

INSTEAD OF 

“ Click here to learn more about 

Dow Corning® 200 Fluid.” 

“Click here for more details.” 

“ See the list of products available 

in our Product Finder.” 


WrItE 

“ Learn more about Dow Corning® 200 Fluid.” 

“Get the white paper.” 

“Search our catalog now.” 

“See the new additions to our product lineup.” 

“ See the list of products available in our 

Product Finder.”


Bullets and lists 

Bullets should be set at the same height 

as text or at a minimum of 14 pixels tall. 

You may use a standard bullet that matches 

the text color or one of two optional, custom 

bullets. Bullets can be set in either gray or teal. 

Note: If you are using a bulleted list in a 

component, leave the default bullets and 

the style sheet will apply the website default 

color and shape. 

Bring consistency to HTML text lists by adhering to these conventions. 

Bullets 

Bulleted lists • You can include a greater number of lists on electronic media than on a 

printed document. 

• Break a long list of items into a bulleted list. 

• Using bulleted lists is an effective way of drawing the reader’s attention. 

They make the content stand out on the page and easier to scan. 

List Format • Capitalize the first word of every bullet point. 

• Use consistent punctuation. 

• Generally, limit lists to two levels: primary and secondary. 

• Limit the number of items in a single list to nine. 

Do not write 

Dow Corning ® silicone sealants 

are used on pavement, parking 

structures, windows and doors. 


> 

Not to scale – for illustrative purposes only 

rather 

Dow Corning ® silicone sealants 

are used on: 

• Pavement 

• Parking structures 

• Windows 

• Doors


Buttons 

The main action links can be 

designed as image buttons. 

1 

The buttons use a rounded-corner radius of 

4 pixels. The text is set in the default font. 

Text is centered at least 10 pixels from the left 

and right sides and 4 pixels from the top and 

bottom edges. Default color is teal. Gray is 

also acceptable. 

Button text 

• Keep the text as short as possible. 

• Make it clear. Directly refer to the 

action the button will initiate. 

• For all call-to-action buttons, fully 

describe the action and value. 

• Avoid clever or cute expressions. 

Exception 

Some websites or online applications do 

not allow changing the shapes of buttons to 

match what is shown here. In this case, the 

colors and font may be altered to comply with 

the standards established for those sites. 

Link buttons used in Dow Corning online communications should follow these standards. 

Search 


10 pixels 

1 


2 pixels 

2 pixels


Formatting Images and PDFs 

Part of making smaller files is understanding 

the differences between file formats. The color, 

tonal quality and graphic characteristics of 

the original image determine the file format 

you choose for an optimized image. 

Image Size and Quality 

Images must be optimized for the Web. As an 

example, a 150-pixel-wide image should be 

no more than 10 KB. 

A good quality image will be required. If the 

image includes text, it should be easily legible. 

alt text and Captions 

When using images, ALT text is required. ALT 

text is the text that shows when the image 

cannot be displayed. ALT text should provide 

a 2- to 3-word description of the image. 

Whenever possible, add a caption to images, 

as it is picked up by search engines as well. 

PDFs 

PDF files need to be optimized. Optimize their 

sizes and also the relevant title, subject and 

keywords to enable search engine indexing. 

Preparing graphics for online use means making choices in file size, file type and quality. Follow these tips 

to convert your graphic files for use in Web, e-mail and PDF applications. 

JPG 

Typically used for continuous-tone images, such as photographs. When saving JPEG images, we 

recommend compressing images at 55-65%. 

GIF 

Used for images with text and illustrations with flat colors or sharp edges, like logos and graphs. 

When saving GIF images, we recommend no dither and adaptive color. Use the optimal number of 

colors to reach the target size. 

PNG 

Acceptable as a replacement for GIF files, and commonly used in Microsoft ® Office ® products. 

PDF 

Also known as Portable Document Format files, these documents retain full layout quality but are 

compressed for easy distribution. They can be read using the free Adobe ® Reader ® application. 



Footer Elements 

All electronic media partly or completely hosted 

on dowcorning.com must include the following 

elements in the footer. Some PBM e-mail 

campaigns may include additional information. 

Contact your Dow Corning e-marketing specialist 

for assistance and guidance. 

1 

When linking to the Privacy Statement, 

use this link. 

2 

When linking to the Terms and Conditions, 

use this link. 

3 

All copyright and trademark notifications 

should be included in the footer. 

Note: Electronic media hosted by other 

agents cannot use our dowcorning.com 

Privacy Statement or Terms and Conditions 

documents, as we cannot be held responsible 

for the hosts’ behavior regarding the 

information they will be collecting. 

Proper footer links are required on every online communication we create. 

http://www.dowcorning.com/content/webhelp/privacy_statement.asp 


1 

2 

3 

http://www.dowcorning.com/content/webhelp/terms_and_conditions.asp 

When using the Dow Corning logotype 


© 2009 Dow Corning Corporation. All rights reserved. 

When using We help you invent the future 

We help you invent the future is a trademark of Dow Corning Corporation.

Unacceptable 

layout Examples 

1 

Do not add artificial dimensions 

to elements. 

2 

Do not add drop shadows that 

are too dark or distracting. 

3 

Do not use gradated type. 

4 

Avoid using dark copy on 

dark backgrounds. 

To bring consistency to all online communications, avoid using these graphic devices and treatments. 

Search Dow Corning 

Solar Learn More 


1 

3 

2 

4

External Banner 

advertising Examples 

External banner advertising must conform to the specific standards covered in the following pages. 


External Banner advertising – 

Elements 

Banners come in many shapes and sizes. 

Here are a few examples of logotype 

placements for the most popular sizes. In all 

instances, online banners must follow the 

clear space and minimum size rules. 

In most cases, do not use the Transformation 

Bar in external banners unless you can meet 

the minimum size and clear space requirements 

when it comes to rest. If the Transformation Bar 

is used, it must be at the same height as the 

logotype or Dow Corning Signature. 

The logotype may be used in the lower left, 

lower right, upper left or upper right of the 

banner. In cases where the logotype is the only 

element, you may also center it. Where clear 

space and minimum size allows, you may also 

use the Dow Corning Signature in place of the 

logotype. 

Adhere to proper clear space and size rules for logotype placement in online banners. Correct treatments for 

popular banner formats are shown below. 

160 x 600-pixel Banner Ad 728 x 90-pixel Banner Ad 

CoNtENt 

arEa 


CoNtENt arEa 


100 pixels 

300 x 250-pixel Banner Ad 120 x 60-pixel Button 

CoNtENt arEa 

70 pixels 



Dow Corning 

Website promotional 

Banner Examples 

Banner units used within the Dow Corning website must conform to certain sizing and layout parameters. 


Dow Corning Website 

promotional Banner – 

Elements 

Throughout the Dow Corning website, 

there are four promotional banner sizes. 

1 

In Web sections and within the website, 

banners on the right column are set in 

the optimal size of 150 x 200 pixels. 

2 

An optional size is 177 x 200 pixels. 

3 

On the home page, the banner at the 

bottom of the page is 580 x 120 pixels. 

4 

A smaller banner on the home page is 

195 x 35 pixels. Due to the minimum 

size and clear space requirements, the 

logotype or Dow Corning Signature 

cannot be placed in this banner. 

Four sizes of banner ads are acceptable for use on the Dow Corning website. 

ImaGE or 

GrapHICS arEa 

ImaGE or 

GrapHICS arEa 

ImaGE or 

GrapHICS arEa 

ImaGE or 

GrapHICS arEa 


1 

3 

4 

2 



Banner advertising – 



begin building a banner campaign, it is 

highly recommended that you contact 

your Dow Corning e-marketing specialist 

for assistance and direction. 

For assistance with placements and purchasing 

of advertising space, you are encouraged to 

work with our corporate agency to maximize 

your advertising investment. Because of its 

relationship with advertisers, its extensive 

reach and the vast numbers of clients it 

serves, our corporate agency can often get 

more advertising for your dollar. For additional 

information, contact your Dow Corning 

e-marketing specialist before beginning. 

Further Ways to Improve Your Banner Ads 

• Compare with others. Scan other banner 

ads on the website on which you plan to 

place your ad. Compare the ones you 

like with the ones you do not, and see if 

any common factors are apparent. 

• Colors. Always design banner ads while 

keeping in mind the context in which they will 

be displayed. Review the other banner ads 

on the website to ensure that your ad uses 

colors that differentiate it from the others. 

• International audiences. Banner advertising 

practices vary across the world. Where 

appropriate, consider tailoring the campaigns 

to different countries. 

• Testing. Always check your final product on 

multiple computers, browsers and devices. 

To generate the best response and also promote brand consistency, be sure to follow these general 

guidelines for your banner advertising efforts. 

animation The Dow Corning logotype may be animated provided it is not distorted 

and the animation does not violate any of the Dow Corning Visual 

Identity Standards. You may fade the logo in and out or move it around 

on the page. However, at the end of the animation, the logotype must 

reside in one of the approved positions. Positions include the lower left, 

center or right, upper left, center or right of your application. In cases 

where the logotype is the only element, you may also center it. 

File Size Keep it small: Refer to the advertiser’s standards for specifications to 

adhere to their limitations regarding file size. 

Word Count Seven words is optimum. Use larger fonts and fewer words. People simply 

do not have the time or the patience to read long or complex messages in 

tiny text to understand what you have to offer. 

logotype Whenever space allows, use the logotype or Dow Corning Signature on 

banner ads. 

Final Frame Banner ads should have a call-to-action with a direct link back to the 

website. The call-to-action should be aligned with the next step in the 

buying process. 


Banner advertising – 



begin building a banner campaign, it is 

highly recommended that you contact 

your Dow Corning e-marketing specialist 

for assistance and direction. 

Before embarking on an online advertising program, be sure to define your goals, messages and offers. 

objectives Define your purpose and objectives for creating a banner ad. 

measures Determine how you will evaluate, track and measure performance 

against objectives. 

audience Define your target audience. 

Key messages Align your key messages to the intended audience and to achieve 

your objectives. Avoid generic messages. 

offers Banner ads must contain an offer that supports your key message and 

is aligned with the next step of your audience’s buying process. 

Writing Style Keep it short and simple. Banner ads are usually displayed among a large 

amount of other information, competing with several other factors on the 

page for the user’s attention. Unlike print media, banner ads get limited 

display area, so it is imperative to keep the banner ad simple and easy 

to understand. Therefore, you must clearly articulate your key message. 

Industry research indicates that banner ads that do not follow these 

standards result in fewer clicks and lower brand recall. 


Co-Branded/Joint Venture 

When jointly communicating information to a 

target audience, more than one logotype can be 

used on a page. In this case, the Dow Corning 

Signature must receive at least equal emphasis 

as other company logotypes. 

• The Dow Corning logotype or Signature 

should be the same size as the other 

suppliers’ logotypes. 

• The two-color version of the Dow Corning 

logotype or Signature must be used. 

• Check the specifications regarding the 

correct use of the other suppliers’ logotype. 

1 

On PBM e-mails, websites, landing pages, 

Web sections and microsites, the co-brand 

logotype can be placed in line with text or used 

as an element anywhere in the content area. 

2 

On banners, the co-brand logotype can be 

placed anywhere in the content area. 

Be sure to follow the guidelines for 

the use of each co-brand logotype. 

In co-branded and joint venture situations which require joint online communication, the Dow Corning Signature 

or logotype remains at the top of the page, while the co-brand logotype appears in the content area. 


1 

CoNtENt arEa 

CoNtENt arEa 

2 




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© 2009 Dow Corning Corporation. All rights reserved.

Dow Corning Corporation Visual Identity Standards Electronic ...

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