Three Dots symbol
Introduction
Three Dots
Who knew something so simple could hold so much meaning?
These Three Dots represent our three brand forces. Plus, our constant movement towards progress and life. In this chapter, you’ll learn all about this super versatile brand element and how to use it like a pro.
Genesis
The Three Dots symbol represents an object in motion.
But it's also more: it is a vessel to a broader set of meaning.
It is the visual depiction of our three forces, a perpetual movement towards the future, the striking leap to progress, it is an evolving conversation, two companies becoming one...
Content and context
The Three Dots symbol is an iconic element of the rich and diverse brand language of dsm-firmenich.
Use the Three Dots in communications where you have enough space and control to implement if effectively. If not, there is no need to use the Three Dots on every communication.
When considering layouts, remember to use color, type, photography and other visual assets as well as the Three Dots.
Ideally you should use them, but don't force it if there are already plenty of other brand elements on the communication (type, imagery, etc), otherwise it will overload the composition.
Style
The Three Dots could be used both full color or outline.
Plese remember that it's not possible to use outline strokes when dots are full colored, and vice versa it's not possible to add fill in outlined dots.
Moreover, the Three Dots cannot be used as placeholders for text or imagery.
Colour treatment
The Three Dots can be used on both solid color or photographic backgrounds.
When used on colored or photographic backgrounds, they should be applied in a darker or lighter shade of the same hue from the palette. Please refer to the 'Colors' section. In addition, white may also be used.
Three Dots Color Treatment Visual
Graphic permutation
The Three Dots symbol permutations can work in four different ways to turn the volume up or down on communications.
Level 1 The Three Dots symbol become a graphical element and can be used as a decoration on touchpoints using the different colors from our palette. The proportions of the elements must not be modified at this level.
Level 2Â The proportions of the dots must not be modified, but the distance between them can be modified.
Level 3Â The proportions of the dots and their distance can be modified.
Level 4Â The dots double their number. The proportions of the dots and their distance can be modified.
Levels 1 and 2 should be used primarily (70%) on simple and short communications.
Levels 3 and 4 should be used sparingly on more complex or longer communications to create pace (30%).
Application Examples
This page shows the suggested percentage of application of the Three Dots permutations.
Levels 1 and 2 should be used primarily (70%) on simple and short communications.
Levels 3 and 4 should be used sparingly on more complex or longer communications to create pace (30%).
The importance of the document will help you decide which levels of dots to use.
For instance, a corporate document - like the Annual Report or a corporate advert - may want to use Level 1 and Level 2 staying closer to the original symbol. However, less formal communications can utilise all levels, in order to ensure maximum engagement with the intended audience.
For example, a bolder or more dynamic communication - like an internal communication or an instagram stories - may want to use Level 3 and Level 4 permutations
Examples of the symbol in an application.Â
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Level 1
Construction
The Three Dots symbol is a graphic element and can be used as a decoration using the different colors from our palette.
The proportions of the dots and their distance must not be modified at this level.
Only one visual adjustment must be made when using it outline, making the slightly intersecting right dots become tangent.
How to use
We want to create the feeling that each communication is a window into a larger scene. To achieve this a part of the Three Dots should always be hidden outside of the communication frame.
This makes it feel as the Three Dots are moving around other elements in the communication creating dynamism.
Please note that all three dots should be visible inside the communication frame (with at least 3/4 of the three dots) and at least one dot should be cropped outside the frame.
Crop and alignment
Inside the communication frame the dots can be placed accordingly to needs, but they should only be aligned horizontally or vertically.
The Three Dots can be divided across more than one communication frame (eg. Instagram multi-post or a series of billboards).
The only limitations are:
- alignment: dots should always be aligned on the same horizontal or veritcal axis
- position of the media on which the dots are applied: they should always be nearby to maintain the group effect
Don'ts
Here are some examples of incorrect level 1 dots usage.
Level 2
Construction
The proportions of the dots must not be modified, but the distance between them can be modified as follows:
- the two intersecting dots (left side) can be moved apart as long as they continue to intersect
- the right dot (tangent one) should be separated from the other two. The recommended distance between the dots is 1/2 dot.
How to use
We want to create the feeling that each communication is a window into a larger scene. To achieve this a part of the Three Dots should always be hidden outside of the communication frame. This makes it feel as the Three Dots are moving around other elements in the communication creating dynamism.
Please note that all three dots should be visible inside the communication frame (with at least 3/4 of the three dots) and at least one dot should be cropped outside the frame.
Crop and alignment
Inside the communication frame the dots can be placed accordingly to needs, but they should only be aligned horizontally or vertically.
The Three Dots can be divided across more than one communication frame (eg. Instagram multi-post or a series of billboards).
The only limitations are:
- alignment: dots should always be aligned on the same horizontal or veritcal axis
- position of the media on which the dots are applied: they should always be nearby to maintain the group effect
Don'ts
Here are some examples of incorrect level 2 dots usage.
Level 3
Construction
The proportions of the dots and their distance can be modified, but at least two dots must be intersecting.
This permutation level is meant to guarantee a maximum level of flexibility in application, all the dots can have the same size or have different sizes.
Hence they must follow some rules:
- the minimum size for a dot should be equal to half of the starting dot dimension
- the maximum size for a dot should never exceed 1.5 times the starting dot dimension
How to use
We want to create the feeling that each communication is a window into a larger scene. To achieve this a part of the Three Dots should always be hidden outside of the communication frame. This makes it feel as the Three Dots are moving around other elements in the communication creating dynamism.
Please note that all Three Dots should be visible inside the communication frame (with at least 3/4 of the three dots) and at least one dot should be cropped outside the frame.
Crop and alignment
Inside the communication frame the dots can be placed accordingly to needs, moving freely into the canvas.
The Three Dots can be divided across more than one communication frame (eg. Instagram multi-post or a series of billboards).
The only limitations is the position of the media on which the dots are applied - they should always be nearby to maintain the group effect.
Don'ts
Here are some examples of incorrect level 3 dots usage.
Level 4
Construction
The dots double their number.
It is possible to use six dots instead of three.
The proportions of the dots and their distance can be modified, but at least two dots out of six must be intersecting.
This permutation level is meant to guarantee a maximum level of flexibility in application, all the dots can have the same size or have different sizes.
Hence they must follow some rules:
- the minimum size for a dot should be equal to half of the starting dot dimension
- the maximum size for a dot should never exceed 1.5 times the starting dot dimension
How to use
We want to create the feeling that each communication is a window into a larger scene. To achieve this a part of the Three Dots should always be hidden outside of the communication frame. This makes it feel as the Three Dots are moving around other elements in the communication creating dynamism.
Please note that all six dots should be visible inside the communication frame (with at least 3/4 of the three dots) and at least two dots should be cropped outside the frame. Remember at this level that dots can either be the same sizes or different sizes
Crop and alignment
Inside the communication frame the dots can be placed accordingly to needs, moving freely into the canvas.
The Three Dots can be divided across more than one communication frame (eg. Instagram multi-post or a series of billboards).
The only limitations is the position of the media on which the dots are applied - they should always be nearby to maintain the group effect
Don'ts
Here are some examples of incorrect level 4 dots usage.
Logo animation
The animated version of the logo conveys a sense of movement and progress where the dots gradually appear together, while displaying a pulse effect.
This version can be used in digital environments as an opening or closing
Brand outro animation
The brand outro consist of the purpose followed by the animated version of the logo.
This version is especially recommended to be used as a closing animation in digital environments.
