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Q: What are the guidelines on how/when to use the different brands?
A: The following information should help you understand our brand architecture. There is also basic guidance on how and when to use our brands.

  • Use Dell Technologies when referring to our family brands: Dell + Dell EMC + Pivotal + RSA + SecureWorks + Virtustream + VMware. Dell Technologies is used for marketing and communications that focus on the collective vision and benefit of our family of brands. It is not a replacement name for what today we know as “Dell” or “Dell + EMC.”

  • Dell Technologies is also the name for the holding company formerly called Denali Holding Inc.

  • Use Dell when referring to our Client Solutions brand and for internal corporate functions supporting both Dell and Dell EMC (e.g., HR, legal, finance, facilities, supply chain, IT, procurement etc.).

  • Use Dell EMC when referring to our infrastructure/data center brand (cloud, converged, storage, servers, networking, data/analytics, software-defined). In addition, sales and marketing teams that sell the full portfolio of products (client to data center) to commercial customers/partners, mid-market to large enterprises/ institutions, carry the Dell EMC brand. Please note that there is a space between “Dell” and “EMC” when written in copy/text. You should type/write it as “Dell EMC.”

  • Use Dell EMC Services when referring to all services that support Dell and Dell EMC — except when those services are 100% consumer facing, then use Dell.

Q: Will Virtustream, VMware, Pivotal, RSA and SecureWorks continue to use their names?
Yes. The names of these businesses will not change.

Q: Will they keep their visual identity?
Yes. They will maintain their current visual identity.

Q: What is happening to the Federation?
The EMC Federation has been retired as an entity and brand. All of the brands and businesses are now part of Dell Technologies.

Q: When would I use or where will I see the Dell Technologies brand? Is it a company name or brand, or both?
A: Dell Technologies is both a name and a brand. Dell Technologies should be used for marketing and communications that focus on the collective vision and benefit of our family of brands (e.g., press releases, executive keynotes, customer presentations, brand campaign). Dell Technologies is also the name for the holding company formerly called Denali Holding Inc.

Dell Technologies has its own logo and clearly defined visual personality, which is an important part of our new brand architecture and visual identity system. Built on the heritage of Dell, our visual identity system proudly showcases our family of industry-leading brands, illustrating our individual strengths and shared commitment to stand together with those we serve. The use of the Dell Technologies logo and brand is governed by the Office of the CMO, in partnership with our legal team.

Q: How are the names Dell EMC and Dell Inc. related to the BU names and are they the same?
A: Dell EMC is the name of a business unit, but it’s also a brand with a unique visual identity. That means we use the name in many different ways, including on product ID, marketing assets, business cards, employee badges and buildings.

Dell Inc. is still a legal entity and company. Dell is also the brand for client solutions and corporate functions—even if those corporate functions support Dell EMC teams.

Q: How will the brands be used on products?
A: Dell is still our brand for client products (e.g., Latitude, OptiPlex, XPS, Inspiron, Precision, etc.). Over time, Dell EMC will become the brand for all data center products and solutions (servers, networking, storage, converged infrastructure, etc.)


Q: Can I combine the Dell logo with logos from other companies or my product/service/internal group?
A: Other than approved logo lockups, no. Our logos are the primary unifying visual element for our creative. Locking up the logo with other elements is reserved only for a small group of external partners with whom we have a strategic relationship. This is to support the integrity of our brand and keep the primary focus on our brands. If you need the approved logo lockups, please reach out to your Corporate Brand Team.

Q: Can I create a unique logo for my product or solution?
A: No.  We do not allow for product/solution logos.  The product name should be typeset as copy (a word mark).  No design or graphic elements should be used.  An example of this is our Well at Dell word mark.

Q: Can I modify the logos? Are there any exceptions?
A: Generally, no. Our logos are a valuable corporate asset and any modification of our logos confuses their meaning, diminishes their impact, and is not allowed. Unacceptable modifications include, but are not limited to:

  • Stretching
  • Filling in with color
  • Adding graphic effects or elements
There are circumstances where we do allow for our logos to be modified, for example:
  • Cropping the logo so that it fits better into a specific space
  • Adding movement and dimension to the logo, specifically in videos and motion graphics
These modifications need to be approved by your Corporate Brand Team.

Q: Can I recreate the logos?
There are rare occasions when it may be acceptable to render our logo in other mediums, for example, in video/social/events, if it is purposeful and fits the concept (i.e., chalk, clay, icing, line art, marker). Note that you must recreate the logo artwork precisely and submit the creative on the Brand Knowledge Center to request an exception for the creative execution.

Q: Where can I find new logos and branding for the channel programs (Dell PartnerDirect and EMC Business Partner)?
A: The channel brand carries the Dell EMC name. However, the logos for our partner programs remain the same. They will be updated with the new brand in the coming months. You can access them through the respective Dell and EMC portals that are in place today.


Q: Where can I download the Replica font?
A: Replica is a licensed font only available to internal creative/design teams and third parties/agencies working on creative on our behalf. If you are creating materials in PowerPoint, you should use the Dell or Dell EMC template which uses the Arial font. If you believe you need Replica, please reach out to the Corporate Brand team.

Q: Where can I find the brand-approved regional fonts to use when Replica is not available?
A: Please login to or create an account on the Brand Knowledge Center and search for “regional fonts.”

Q: Where can I download the Roboto font?
A: Internal or external teams who create web/digital assets that use live/dynamic text. You can find the Roboto font here.

Q: I am creating datasheets, white papers and other product/solution-specific materials that aren’t used in advertising. What font do I use?
A: You should use Arial for these employee-generated materials.

Q: What is the correct font to use in video production?
A: All videos should use Replica. If your video or internal agency needs a license, please reach out to the Corporate Brand team.

Q: I am creating emails that get sent to customers and partners for lead-generation, nurture or other purposes. What font do I use?
A: Use Arial for the copy in the body of the email. Your banners can either use Replica or Roboto, depending on if they’re live text/responsive (Roboto) or static (Replica).


Please note Dell Blue is the primary color for both Dell and Dell EMC; however, each brand uses a distinct primary color palette.
Q: What is the solid ink formula for Dell Blue?
A: Dell Blue solid ink (coated) formula:

  • Extender 51% (transparent)
  • Phthalo 25%
  • Reflex blue 18%
  • Opaque white 2%
  • Additives (wax)
Our Dell Blue Pantone equivalent is PMS 3005U or PMS 2925, but please note both of these are not perfect matches.

Q: What are tints?
A: Tints are lighter versions of a color. A tint of a color is made when white is added. There are two ways of creating a tint: Adding white to the color (adjusting “Tint” in the swatch panel), or by placing a white object over a color and reducing its opacity. Using tints within moderation provides depth to illustrations while staying within the Dell color palette. Tint color with purpose and moderation. Dell colors that are tinted should still be identifiable as colors within the Dell color palette. Tints are best paired with their original value, creating a “tone on tone” visual effect. Do not lead with a tinted color.

Q: What is opacity?
A: Opacity refers to an element’s transparency. Adjusting the opacity of design elements (i.e., text, shapes and images) reduces the transparency of those elements, allowing objects underneath to be visible. Objects and colors appear lighter when their opacity is reduced. Reducing the opacity of a dark color that is placed over an image will darken that image. Always adjust opacity with purpose and moderation. Colors should remain noticeably true to their opaque value.

Q: What is the “multiply effect”?
A: Using a multiply effect makes the color transparent and allows the color of the image or object underneath to show through. Applying the multiply effect to an object over another with the same color or another color creates darker versions of the original colors and new colors. Use the multiply effect with purpose and moderation. Colors created by overlapping objects using the multiply effect are acceptable when our approved colors are clearly visible and lead.

Q: Can I use color gradients in design work?
A: Gradients are for use in digital assets only, and should be designed in partnership with your Corporate Brand Team.

In our digital design work, there are many situations where photography is not appropriate — either because of the way it renders when the size is decreased or because we want to ensure we’re relevant to a large audience. Gradients can help us communicate a similar intent as photography without using an actual photo. Gradients should feel natural and organic, not neon or cold, and they should always start or end with a brand-approved color.

Q: Can I use colors that aren’t in the Dell color palette?
A: The primary color palette for all three identities should work for the majority of creative assets. Colors outside of this palette can be used selectively depending on the visual need in specific scenarios. Also, black is an approved color.


Q: What template do I use?
A: Use the Dell EMC template for all enterprise and data center content, and for communications focused on commercial/institutional customers and channel partners.
Use the Dell template for all client product and solutions content, and for corporate content (HR, Legal, IT, Corporate Social Responsibility, etc.).

Q: Where can I find the Dell Technologies template?
A: There is no Dell Technologies template available for general use. Dell Technologies refers to our family of brands, and its use in internal and external materials is governed by the CMO’s office. Do not replace the Dell or Dell EMC logo with the Dell Technologies logo. If you believe you need to use the Dell Technologies branding and template, please reach out to


Q: What are best practices for writing on voice?
In addition to our main voice principle, here are a few more guidelines:

  • Lead with a solution, rather than a problem.
  • Tie copy to campaigns, handover guides, etc. when possible.
  • Treat customers and partners with respect. Talk to them like they’re human beings, using conversational language and tone.
  • Ensure continuity around the larger customer experience (i.e., have insight into where a call-to-action directs a customer/how they arrived at your page).
  • Keep translations and cultural sensitivities in mind.
  • Consider starting sentences with what the customer can achieve, such as “You can…” or “Be more productive…”

Q: How can I bring humor/wit into my communication?
Avoid using humor for the sake of humor or language that could be perceived as negative, offensive or petty. Consider how our personality traits help create ownable copy/content. Seize opportunities to leverage clever tie-ins with seasons, events, etc. to draw readers into our communications. Use wit that creates empathy around a customer need or problems.

Q: How do I create a transactional/purchase message without going against our brand voice?
A: Focus on specific, high-level benefits enabled by our products/solutions. Being both concise and engaging will draw customers into the offer. Although there are exceptions for certain seasonal and holiday campaigns, we should avoid leading with sales or savings messages in headlines. Consider making the product name or specific offer part of the call-to-action rather than making it part of the headline.


Q: What are some best practices to follow for illustration?
Use high quality, simple, flat and non-pixelated images. Avoid using illustrations that are visually complex. Be sure to obtain permission from artists when utilizing any artwork that aligns with our style. Do not use offensive, violent illustrations or themes that are overtly sexual. Avoid showing our products being damaged. Please note that illustrations should not be purely for decorative purposes. Please ensure the illustration is relevant to the overall message.

Q: What does “flat” mean in regards to our illustration style?
All illustrations should be flat art — meaning no added dimension, gradients or drop shadows should be used. Our illustration style is simple, functional and clear; all illustrations should be intentional and support the primary message of a piece. Note: Layering colors from the brand color palette to “imply” dimension is acceptable.

Q: Can I mix illustration and iconography on the same creative?
Yes, you can use icons to make an illustration/infographic.


Q: What is the difference between an icon and illustration?
A: Icons represent an idea or a singular concept (i.e., a phone icon for phone support; an electrical cord icon to mean power supply). Generally, icons are universally recognized and directly tied to the idea or word they represent. Illustrations depict a story or a concept, and are typically more complex (i.e., converged infrastructure, Internet of Things)

Q: Can I mix illustration and iconography on the same creative?
Yes, you can use icons to make an illustration/infographic.

Q: If a third party or partner does not have a flattened icon, should we just use what they have?
Yes. The majority of third party icons should have a “flat” looking icon, but in the case that one does not, it is okay to use the non-flat icon. Ultimately, we just want to make sure that we are not altering other company’s icons.

Q: If I can’t find an icon that fits my need, can I create a new one?
Sure, but ask yourself if an illustration may be a better fit.  Icons are meant to be simple representations of an idea.  They are not meant to describe a complete product or service, in which case an illustration may better suit your needs.


Q: How do I correctly utilize product photography?
Here is general guidance:

  • Whenever possible, ground the product using subtle shadows and reflections.
  • Consider depth and varying angles to highlight features.
  • Ensure multiple products are on the same perspective plane and relatively sized.
  • Always show products with appropriate screen fills. Screen fills should align to product launch, campaign or transactional creative toolkits.
Some things to avoid:
  • Do not show outdated products.
  • Do not add background imagery or illustration elements to product shots.
  • Do not show product hanging off the edge of a surface as though it is in danger of falling.
  • Do not show products on backgrounds that lack proper contrast.
  • Do not show more than three products in one composite shot unless shot as a family. Too many products risk cluttering the creative.

Q: What are best practices for capturing our photographic style?
Here are general tips for both original and stock photography

  • Show authentic moments and don’t show scenes that are posed, staged or overly cheerful.
  • Allow little imperfections or “happenings” such as glare from a window, a slightly messy desk or someone in mid-thought.
  • Show people’s real-life use of our products; allow product to provide context for the story without always being the focus of the shot.
  • Consider the point of view; try tight crops on an image, unconventional points of view, or using a forced perspective and control depth of field to isolate subjects and emphasize their story.
  • Consider use of black and white imagery to enhance the drama of stock photos, or to provide a more documentary feel.
  • Present natural environments; do not clip people and objects out of their original environment or show overly manicured environments.
  • Be conscious of diversity inclusion (ethnicities, gender, ages, etc.)
  • Avoid cliché́ images for success, winning or any other representation.
  • Avoid imagery that evokes fear or anxiety.
  • Do not show our products being damaged unless you’re highlighting a specific feature (e.g., the durability of rugged laptops).


Q: I am a partner, but I have not received my logo and tier notification email. Who should I contact?
A: Please contact your Dell EMC Partner Program Manager/Account Manager, or log into the Dell EMC Partner Program portal using your credentials.

Q: I am a partner, and I received my tier notification. However, my tier does not reflect what I believe to be my status. Who do I contact?
A: Please contact your Dell EMC Partner Program Manager/Account Manager, or log into the Dell EMC Partner Program portal using your credentials.

Q: What is the new channel brand that replaces the Dell PartnerDirect and EMC Business Partner programs?
The new channel brand is the “Dell EMC Partner Program.” Dell PartnerDirect and EMC Business Partner programs will be retired February 3, 2017, and after this time, will no longer be current program brands. 

Q: Are there new Tier logos for the Dell EMC Partner Program, and how do partners receive their logos?
 Yes. Partners will receive their new designated logos through the Dell EMC Partner Program account teams and direct communications. Partners should discontinue use of the Dell PartnerDirect and EMC Business Partner program logos when they receive their newly designated Tier logo.

Q: Which logos should partners and Dell/Dell EMC teams use?
Partners who are members of the formal Dell EMC Partner Program should follow these guidelines:

a. For materials created by partners, including marketing materials, presentations, event assets, emails, website presence, social media posts, etc.:

  • Use the designated Dell EMC Partner Program Tier logo and partner company logo.

  • Logo placement: Please separate the Dell EMC Partner Program Tier logo from the company logo (e.g., one logo on the right, one logo on the left).

b. For physical merchandise that partners give to their employees or end users:
Partners should produce these assets with the primary Dell EMC Partner Program logo or the Dell EMC logo.

  • Use the Dell EMC Partner Program logo if the partner is promoting the relationship with Dell EMC.
  • Use the Dell EMC logo if the partner is promoting Dell EMC products/solutions.
  • If the partner needs the Dell EMC logo, the merchant/vendor will need to contact with full event details. The Dell EMC logo will not be shared with partners directly.

c. For “partner-through” marketing assets created by Dell/Dell EMC for partners to use with their buyers/customers (including marcom, social media, print/digital ads and campaign assets):

  • Partners should place their company logo on the assets created by Dell/Dell EMC. These assets will be delivered to partners with either the Dell or Dell EMC flagship logo, and the assets will have a space for partners to place their company logo.
  • Logo placement: The Dell or Dell EMC logo will be in the upper left portion of the asset. The partner’s company logo should be placed in the upper right portion of the asset.

d. For other assets created by Dell/Dell EMC that are considered intellectual property such as data sheets, whitepapers and videos:

  • These carry the Dell EMC logo only. There is no place for the partner Tier logo or partner company logo on these assets, given they are intellectual property owned and created by Dell/Dell EMC.

e. For communications from the Dell EMC Partner Program to the partner community, Dell EMC teams will use the Dell EMC Partner Program logo. Examples include emails to partners from Dell EMC executives and presentations delivered to partners by Dell EMC teams.

Q:  When do partners need to change/transition their materials, website and other assets to their new logo?
 We are asking partners to complete transitioning all of their materials to the new logo by July 31, 2016. We suggest that partners place a priority on those materials and communications most-widely seen/used by partners’ end users.

Q:  Can partners use the Dell EMC logo?
 There may be special circumstances when partners can use the Dell EMC logo. Reach out to with these requests.

Q:  How do partners refer to themselves?
 Once partners receive their designated levels and contractual terms, they should refer to themselves as part of the Dell EMC Partner Program, followed by the name of their designated Tier level.

Q: What are specific examples of how partners should refer to themselves, such as in social media posts, telemarketing scripts, etc.?
A: When referring to their affiliation with Dell EMC, they should use the Dell EMC Partner Program name – or it’s acceptable to shorten. For example: @ACMESOLUTIONSDELLEMC or @ACME DELLEMCPARTNER.

When partners are referring to products or solutions from Dell EMC in their communications, here are several options:

“Visit Acme to learn about storage from Dell EMC”
“Come to Acme’s next event featuring Dell EMC solutions”
“Hi, I’m calling from Acme to talk with you about Dell EMC converged infrastructure solutions”

Q: What if Dell EMC is participating in and/or sponsoring a partner-created event or program (i.e., a user conference, tradeshow, etc.)
A: If Dell EMC is sponsoring an event where they are promoting the partner program, they will use the primary Dell EMC Partner Program logo. If Dell EMC is sponsoring an event where the primary purpose is to promote products and solutions, they will use the Dell EMC logo.

Q: What happens if a partner uses the Dell EMC logo without approval?
A: The Dell EMC channel team will involve Legal to determine the appropriate course of action.

Q: Can a partner use partner program marketing dollars/MDF in support of combined company events, such as Dell EMC World?
A: Yes, if those events occurred after Sept. 7, 2016. Our goal is to ensure that as many partners sell as much of the full portfolio as possible.

  • Dell EMC World: Eligible and follows the policy and guidelines for the “EMC World” category
  • Other large events: Eligible; categorized as “Dell EMC, Dell or EMC Sponsored Events”

Q: What logo should be used on events funded out of MDF?
A: Partner events will use the Dell EMC Partner Program designated Tier logo that includes their assigned level.

Q: What about presentations produced by Dell EMC employees for use at partner events?
A: Presentations that Dell EMC employees create to use at partner events should use the Dell EMC Partner Program PowerPoint template.

Q: Who is approved to use the “Powered by Dell EMC” logo?
A: This logo is approved for use by OEM partners, and others to be determined.

Q: Can partners use the Dell Technologies logo?
A: No. The channel program carries the Dell EMC Partner Program brand – not Dell Technologies. Dell Technologies is reserved exclusively for programs that encompass all of the brands and businesses as a whole entity (not just a few) – Dell, Dell EMC, Pivotal, RSA, SecureWorks, Virtustream and VMware.

For more frequently asked questions, please visit the Brand Knowledge Center. If you need an account click here. If you are not an employee, please reach out to us here.