Dell Technologies Brand Overview

Our brands share a common visual foundation but also have distinct elements that differentiate them. Learn about our imagery, fonts and more.

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Dell Technologies

Primary logo

The Dell Technologies logo is made up of two colors. It is important to ensure both colors are clear and legible when sitting upon an image.


Primary logo

The Dell logo is made up of just one color, Dell Blue.

Dell EMC

Primary logo

The Dell EMC logo is made up of two colors. It is important to ensure both colors are clear and legible when sitting upon an image.

Logo Library

We have reengineered our core logo assets. A modernized, thinner Dell logo signals change but maintains the heritage of one of the most recognizable brands in the world.


This grid shows an image for each of the three divisions (horizontally), in each of the five categories (vertically).

We use Dell Technologies imagery when we are referring to all of our strategically-aligned businesses as one, whole entity. These businesses are: Dell, Dell EMC, Pivotal, RSA, SecureWorks, Virtustream, and VMware.


We use Dell imagery when we are referring to consumer-facing company and hardware with client products, solutions and services.

We use Dell EMC imagery when we are referring to our data center and infrastructure solutions.


Our photography represents the start of something new through the transition from night to day.

Dawn: Optimistic, active, radiant 

Dawn uses colorful, active and radiant images to balance optimism and humanity with strength and confidence embracing the Dell Technologies brand.

Day: Authentic, clean, fresh

Representing Dell, Day uses light, fresh and energetic photography to relate to our customers with authenticity and humanity.

Night: Dark, confident, vibrant

Representing Dell EMC, Night exudes strength and assurance through dark, energetic, and vibrant photography.


Images should be intriguing. Our customers are curious, creative and intelligent, and our images should represent this group by being creative in their crop, subject or focus.


Light is an element that we use to separate the three divisions of Dell Technologies. Images that capture the time of day help to create an atmosphere. As a general rule, Dell EMC is dark, Dell is light and Dell Technologies sits in between.


We are not solely about computers and technology. We are a lifestyle brand – present in people’s lives, helping to solve complicated problems. Our images, therefore, are not limited to tech, metals or products, but should showcase the busy lives of the world around us.


One of our brand qualities is human, but we must be real in the way we represent this through photographs. Stock images have a bad reputation for capturing people in unreal, over-dramatic poses, and we do not want these to appear in our brands’ world. We select only candid images.


We are an active and involved company, and using images from our events is a hugely helpful way of reminding our customers of our presence in the innovation and education sectors.


Images that suggest a dominant mood or emotional tone. These are not object-specific, but instead contain subjects of curiosity by including blurry lights, window reflections or intense sunsets.


Images that contain a person or object doing something. The pace at which the object is moving – or not – is suggested in the image through blur, silhouettes or light.


Images that are specific to the content in which they sit. Tools of the trade or identifiable objects specific to the industry should be visible. How natural light frames these images is important.

Candid Portraits

Images of people from stock sites can often appear staged or forced. As a human brand, we want to show people in genuine situations. Even better, they will be using or benefiting from our products.

Thought Leadership

Images that come directly from our events, headquarters or photo shoots. These images should be candid and non-posed.

Fonts Overview

We have a family of three fonts, each with very specific usages. Together, they represent a modern brand while being optimized for ease-of-use/implementation across our entire company.

Replica: Corporate/agency font

Replica is the font used across our family of logos and in official marketing assets. Its elegance and differentiation can be seen best in large format assets such as signage and billboards.

Who uses Replica?
Replica is limited to internal or external teams/agencies who create marketing assets for campaigns, product launches and events. These assets generally have a paid media investment to support them.

What are examples of assets created in Replica?
Examples include static banners or graphics, print, out-of-home, TV commercials, corporate videos, packaging, physical product badges and event signage.

The Corporate Brand team controls access to the Replica licenses.

Roboto: Web font

Roboto is a font optimized for digital and responsive platforms. It is similar to Replica except it has a simplicity that makes it ideal for small, dense text.

Who uses Roboto?
Internal or external teams who create web/digital assets that use live/dynamic text. You can find the Roboto font here.

What are examples of assets created in Roboto?
Dynamic copy on our websites, in mobile apps and UIs will use Roboto.

Arial: Employee use

Arial is the font for all-employee use. It resembles both Replica and Roboto. Because Arial is a standard system font, it is already available to employees and easily readable by people outside of the company.

Who uses Arial?
All employees should use Arial for their day-to-day work.

What are examples of assets created in Arial?
Examples include PowerPoint presentations, emails and Word documents. Spec sheets, white papers and other product/solutions collateral also use Arial.

The priority for our written communications is that our copy and messaging is easy for our audiences to read and understand. For this reason:

  • Avoid using italics in your copy/text
  • Use “all caps” selectively and make sure the use aligns with the style of your creative and messaging
  • Do not use shadows, gradients or any dimensional treatments with your text