Brand profile

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Dell
Brand DNA

Dell

Dell Technologies builds laptops, workstations, servers and storage, sold direct and through partners with configurable specifications and business support.

50%
Background#FFFFFF
28%
Secondary#F2F5F7
12%
Text#1A1A1A
7%
Primary#0076CE
3%
Surface#00447C
Typography
Aa
RobotoDisplay · Modern & cleanRobotoText · Softly rounded

Plain corporate sans with a clear ramp. Specifications set in tidy tables; configuration options never hidden in prose.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

quote a price without the configuration it applies to

state support terms without the region

show a machine configuration that is not orderable

Never says
empowerjourneyreimagineeffortless
Sounds like this

Three year next business day onsite support, included.

Practical and configuration led. State the specification, the warranty and the price. Written for a buyer with a list.

Audience

IT buyers specifying fleets and infrastructure, and individuals who want to choose the exact configuration.

Loves

+Machines you can configure and repair

+Support that turns up

+Direct selling

Loathes

×Sealed hardware

×Specification that hides upgrades

×Support queues

The hill it
would die on

A buyer should be able to see exactly what is in the box before they pay.

DensityDense
AlignmentLeft
MotionNone
AddressFormal
Dell · brand DNA at a glance 10 of 12 traits
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