Legal
Brand Use Guidelines
Please see below a set of guidelines for using the DFI Brand Features in commercial and non-commercial settings. To request approval to use the DFI Brand Features in a commercial setting, please email legal@dfirentals.com.
You should never imply endorsement by DFI, DFI Rentals, DFI Spaces, DFI Studio, or any other brands under the “DFI” group.
We consider the DFI Brand Features valuable assets and adhering to these guidelines helps us protect and maintain the value and goodwill of our Brand Features.
Should you identify an individual or entity using DFI’s Brand Features inappropriately, we would love to hear about it. You can report any issues by contacting us at legal@dfirentals.com.
Names
DFI’s Trademarks
Instructions*
DFI Spaces™
Use when referring to the company as a production location rental service.
Use when referring to the company as a production equipment rental service.
DFI Rentals™
Use when referring to the company as a whole, including all subsidiaries and affiliates such as DFI Studio’s production services, DFI Rentals’ production equipment rental service, and DFI Spaces’ production location rental service. Not to be used unless referring to the company as a whole.
Examples:
Do:
“DFI provides a comprehensive array of services, ranging from rentals, production, and production spaces.”
Don’t:
“DFI has a variety of equipment available for rent.”
DFI™
Use when referring to the company’s equipment rental damage waiver service. Not to be used when referring to the company’s “insurance opt-out” or “insurance waiver” programs.
Examples:
Do:
“Use DFICover to provide coverage to rented equipment through DFI Rentals’ damage waiver program”
Don’t:
“Use DFICover to waive insurance”
DFICover™
Use when referring to the company’s equipment delivery service.
DFI Deliver™
Use when referring to the company’s equipment consignment program.
DFI Consign™
Use when referring to DFI Rentals’ events, workshops, and educational programs.
DFI Drop-In™
*These instructions do not represent an exhaustive list of use cases. If you have any questions, or would like to propose an alternative use case, please email marketing@dfirentals.com to obtain approval. Do not use the DFI Brand Features in any way inconsistent with the above instructions.
Slogans and Taglines
The easiest rental house™
Make all your days, including pickup and return™
Let’s get you rolling™
Everything you need, conveniently located near you™
Lights, Camera, Prep™
The rental house that has cameras, lenses, lights, grip, everything.™
Logos
Illustrative, non-exhaustive images are provided below for reference.
When using the DFI Rentals logo on a black background, please use the inverse logo. When using the DFI logo on a white background, please use the standard DFI Rentals logo. The DFI Logo is a trademark of DFI Creative Solutions Corp.
Do not:
Rotate the logo
Change the logo color or tone outside of black and white.
Encase the logo within a box or other confining visual element
Distort or warp the logo in any way
Change the typeface nor recreate or manipulate the words and icons
There are no exceptions to the above.
The main logo should never be smaller than 70px in digital, or 20mm in print.
The DFI Icon should never be smaller than 21px in digital, or 6mm in print.
Under no circumstance should the DFI logo be encased in a box or other confining visual element. Do not modify the DFI logo in any way. Proper spacing should be given to ensure the DFI logo does not overlap or make contact with other design elements. There are no exceptions.
The “DFI drop in” logo should always be used against a black background.
Typefaces
DFI uses the “Coolvetica” typeface under license from Adobe Fonts and Typodermic Fonts Inc. When using the DFI Brand Features, please obtain a license for the “Coolvetica” typeface.
Typeface Sample:
Colors
Please use the following brand color palette when referencing or designing according to the DFI Brand Features.
