Brand Identity

IAED Office Building

Our identity isn’t just a logo — it’s a design scheme of several core elements woven together to create a distinctive look and feel that makes the Priority Dispatch brand instantly recognizable. Providing a consistent message of who we are is essential in presenting a strong, unified image of our company. Adhering to our brand guidelines will reflect that Priority Dispatch is committed to quality and consistency.

The following core elements of the Priority Dispatch brand will aid you in designing and producing compelling communications, while still allowing a high degree of creative flexibility.


The Priority Dispatch logo is the key building block of our brand, the primary visual element that identifies us, and the universal signature across all communications — it’s a guarantee of quality. The Priority Dispatch logo is a combination of our signature arch element and the company name; they have a fixed relationship that is not to be changed in any way, under any circumstance.

The primary Priority Dispatch logo has two elements: the wordmark “Priority Dispatch,” and the supporting blue arch. These two elements work in concert and are never to be resized, rearranged, or altered.

Primary logo




*Please email marketing for vector options of logos.

Acceptable one-Color Variations

Sometimes, the color of the Priority Dispatch primary logo may not work with a given background, be it an image or a color. In these cases, options are available: The first is to use the simple, neutral single-color version of the logo set in PDC Blue. Another option is to use the simple white, or black, version of the logo. This solution is acceptable when a background is too busy, too dark, or only a single color is allowed for printing.

While the primary logo should be used whenever possible, scenarios will arise that can compromise the legibility of the logo, or are simply incompatible with surrounding elements. We offer the wordmark version of the logo as a secondary option, which is only to be used when the primary logo would otherwise be compromised.

Minimum size

To ensure legibility and recognition on printed materials, the primary Priority Dispatch logo may not appear smaller than 0.625 inches wide, or 100 pixels wide for web use.

Clear Space

Clear space is equal to 1x (x is equal to the cap height of the “P” in “Priority”), and should surround all sides of the Priority Dispatch logo, including the symbol and logotype, and should always encircle the logo to allow for maximum legibility. No elements, such as typography, other logos, or graphics, should intrude into the clear space. Placing the logo too near a cut or folded edge also violates the clear space. Photos and colors may appear beneath the logo, so long as the logo remains easily visible and recognizable.
Note: X is equal to the cap height of the “P” in “Priority.”

Unacceptable Applications

We ask that designers and users respect the Priority Dispatch logo by keeping it in its original form. To ensure consistency, do not alter, tweak, mutilate, or take any personal creative freedoms with the Priority Dispatch logo. Below are a few examples of practices that would violate the logo and, ultimately, the Priority Dispatch brand. If you ever have any questions about how to use the logo properly, please contact Marketing.

Discipline Dispatch System Logos


As with the Priority Dispatch logo, our logos for each Discipline System are fixed and not to be altered, either in design or color — though we’ve also created variations on the treatments for each. Medical Priority Dispatch System (MPDS) is green, Fire Priority Dispatch System (FPDS) is red, Police Priority Dispatch System (PPDS) is blue, and Emergency Communication Nurse System (ECNS) is orange; brand color palette details are in the following Color section.


The Priority Dispatch colors are as important to the brand as the logo itself. Visuals are noticed before text, and they should always be instantly identifiable.

The Priority Dispatch colors are as important to brand as the logo itself.


We’ve created five core colors to represent the personality of Priority Dispatch. They provide a modern take on our diverse past, and work together to from the company’s visual brand.

PDC Blue
CMYK: 100, 94, 28, 23
RGB: 35, 44, 100
HEX #: 222c64

Dispatcher Gold
CMYK: 0, 22, 100, 0
RGB: 255, 199, 0
HEX #: ffc700

Code Blue
CMYK: 81, 4, 5, 0
RGB: 0, 178, 226
HEX #: 00b2e2

GunMetal Gray
PANTONE: Cool gray 8 c
CMYK: 48, 40, 38, 4
RGB: 138, 138, 141
HEX #: 8a8a8d

Uniform Gray
PANTONE: Cool gray 4 c
CMYK: 26, 22, 22, 0
RGB: 189, 187, 187
HEX #: bcbbba

Color Relationships

Primary colors are used to direct the eye to important design elements and information. Use the blues and Gunmetal Gray strongly and purposefully; use Dispatcher Gold and Uniform Gray sparingly in support of the primary colors.


Three font families make up the Priority Dispatch typographic language, chosen for their contrast and boldness. Two of these fonts, Gotham and Garamond, are used as the predominant fonts that represent our brand. The other font, Open Sans, should only be used when access to Gotham is unavailable.

The primary font should be used whenever possible, availability and compatibility permitting. Primary usage is for headlines, sub-heads, and short-form body copy.


We offer this alternative font as an alternative to the primary font, only to be used in situations where the primary font is incompatible or unavailable (most typically in Windows OS environments), or in long form or official documents.


Typesetting Styles

Use of a consistent typesetting style on our communication materials is recommended to reflect a contemporary typographic sense in the treatment of headlines, subheads, or body copy.

The preferred look for typography uses various weights of the Gotham font family set in a flush-left/ragged-right alignment. See guidelines below for font weight and size recommendations.

The Adobe Garmond Pro font family may also be used in conjunction with Gotham to create visual interest within a layout. However, Gotham should be used as the primary font in most cases.

Display and script fonts may only be substituted for Gotham as the headline and sub-title font on special program and event communications, and only with prior approval from the Marketing department.


Open Sans – All Caps (Size 16/24 pt - 48/70 pt)

Title is All Open Sans Regular.


Open Sans – Title Case (Size 14/18 pt - 27/36 pt)

Sub-title is Open Sans Bold Title Case.


Open Sans – All Caps (Size 9/12 pt - 16/20 pt)

Heading is Open Sans All Caps.


Open Sans – Title Case (Size 9/12 pt - 16/20 pt)

Sub-header is Open Sans Bold Title Case

Body Copy

Open Sans – Sentence Case (Size 8/10 pt, 1.25 line spacing)

Body Copy is 12pt .Viti venis voloritas sitem quae dipsum cum nonem quam, sit quam fugit, sitius apicia volupti qui blabor senisquis aditatet fuga. Ad quo dolene iunt. Et ut de is molluptatem vel et la verro beat liquibus, aut laborep error.


Open Sans - (Size 9/12 pt - 16/20 pt)

Call-out Open Sans

Email Signature

Open Sans Bold and Regular – Name in All Caps  |  Title/Address in sentence case (9/12 pt (business cards) - 8/10 pt (applications).

Amanda Addressblock
Title Goes Here
123456 Your Street  |  SLC, UT 84XXX
P 123.456.7890  |  C 123.456.7890


Word Template

Use the Priority Dispatch Word Template for common communications that require a branded document. Wherever possible, convert the document to a PDF file before sharing externally. This Word Template is not official PDC letterhead; for formal correspondence, use the pre-printed letterhead available from Marketing.


Powerpoint SlideDoc Template

The Priority Dispatch PowerPoint "SlideDoc" Template is built for content that is meant to be READ and REFERENCED rather than projected, most often in printed form. It provides more open space for more content, requires less color for printing, and features smaller type. The template includes a variety of options for covers, section breaks, content slides, etc. Official fonts and colors are built in. PDC SlideDocs should be converted to PDF files before sharing externally.


Powerpoint Presentation Template

The Priority Dispatch PowerPoint Presentation Template is built for presentations that are meant to be PROJECTED, often in classroom or conference room settings. It is more colorful and features larger type. The template includes a variety of options for covers, section breaks, content slides, etc. PDC presentations should be converted to PDF files before sharing externally.



We use iconography to provide a simple, easily-distinguished visual indicator of a brand, discipline or topic, while creating stronger contextual emphasis on the page.

Discipline ICONS

Use these icons to provide a quickly-identifiable visual indicator of the discipline, while creating stronger contextual emphasis.






Discipline Icon COLORS

We have created four distinct colors, one assigned to each discipline.

Medical Green
CMYK: 90, 33, 100, 26
RGB: 4, 105, 55
HEX #: 036936

Police Blue
CMYK: 100, 84, 11, 3
RGB: 26, 70, 141
HEX #: 172a54

Fire Red
CMYK: 1, 100, 92, 0
RGB: 235, 28, 45
HEX #: ea1c2c

Nurse Orange
CMYK: 0, 84, 100, 0
RGB: 255, 76, 0
HEX #: ff4c00


These thin-line icons can be used for the direction of specific user actions (such as conducting a search). Use them in instances where you need to grab the users’ attention quickly, or as pathfinding tools on the page, or in your own presentations. These icons are built using 3-pixel strokes, usually with hard edges.


Design Elements

Graphic elements enhance and tie everything come together. We use what we call a “color stack” as our main design element in Priority Dispatch marketing and design materials. This stack has two different combinations.

Stack Option 1: Three colors; PDC Blue, Code Blue (cyan) and Gray Matter. This color stack relationship MUST always be arranged in this order, with an 80: 5: 15 ratio. This stack is to be used in a horizontal format ONLY, never in a vertical orientation.


Stack Option 2 Samples: Two colors; PDC Blue and Code Blue (cyan). This color stack relationship can be used in both color orders (blue/cyan, or cyan/blue). This stack may be used in either horizontal or vertical orientations.


Imagery is one of our most important brand assets, a powerful tool to draw immediate attention.

Priority Dispatch images are shot in a certain style to convey depth and emotion. PDC images are purposefully cool, with a blue hue. Note that images in the IAED library, while similar in content, are warm and golden in hue. DO NOT MIX AND MATCH images between PDC and IAED libraries. Wherever possible, only use images from the official PDC library in your document. Do not copy images from Google or elsewhere. Not only does it violate copyright, it most likely does not conform to our brand style. If you need specific images that are not found in our current library, please contact Chris Carr, Creative Director, for assistance.

NOTE: Our image library is a work in progress, and will be developed and enhanced over time to reflect our global presence. We recognize that certain types of shots are not available today. If you have suggestions for specific types of images that would be useful in the future, please contact Chris Carr.

Follow these guidelines whenever choosing images for projects.


These photos should provide a candid view of dispatchers, consultants, emergency responders, etc., as they go about their daily work lives. Photos of people should, above all else, feel genuine and familiar. Don’t use models, and don’t ask anyone to “pose” for a photo. There doesn’t even need to be a person in the picture, just evidence of a strong human presence. The color tone of photos should be warm, golden, and bright.

DO find real people doing real things. Find candid moments, where people don’t know you’re taking their photo.

DO find interesting elements to focus on in your composition—it might not always be people, and that’s OK. These types of photos are great because text can be placed over blurry sections and still be legible. Imply a human presence, even if there is no person in the picture. Photos should be cool/blue in color tone, and reflect a serious tone in composition and setting.

DON’T be clichéd – shoot photos as candidly as possible. Also, never use selfies.