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(Brand guidelines) // Automotive

Dodge brand
guidelines

Dodge’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from dodge.com.

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About Dodge

Dodge is an American performance automotive brand whose identity centers on muscle-car power, bold design, customization, and enthusiast culture. Its creative work pairs a confident, high-energy voice with dramatic vehicle imagery and a strong black, white, and red visual foundation.

Use Dodge’s own supplied marks as the brand identity. The Dodge wordmark appears in the website header; use the original artwork rather than recreating it as text. Choose the supplied logo version that fits the background and placement, and keep the mark visually distinct from vehicle badges, interface symbols, and partner identities.

The Dodge share image and brand backdrops are useful visual assets, but they are not standalone logos.

Dodge colors

  • Dodge Red

    Primary accent

    HEX
    RGB

  • Black

    Dark backgrounds

    HEX
    RGB

  • White

    Text and contrast

    HEX
    RGB

Dodge fonts

  • Barlow Condensed

    Display heading · 700

  • Roboto

    Body · 400

Font names only. The Brand Skill download doesn’t include font files.

Dodge’s voice

Write with muscular confidence, kinetic energy, and a playful edge. Dodge copy is direct and short on ceremony, often framing performance as action and self-expression. Enthusiast language can be vivid and irreverent; product descriptions should still make the feature or benefit clear.

Use phrases such as “UNLEASH YOUR LIMITS,” “RUTHLESS BY REPUTATION,” “PULL IN. PEEL OUT.” and “MUSCLE FOREVER” as examples of the brand’s punchy, action-led voice.

Use emphatic headlines, active verbs, and compact sentences. Let attitude amplify a real performance, design, or ownership benefit rather than obscure it.

  • “UNLEASH YOUR LIMITS”
  • “RUTHLESS BY REPUTATION”
  • “PULL IN. PEEL OUT”
  • “MUSCLE FOREVER”

Dos and don’ts

Do

  • Lead with a decisive, energetic headline and a clear benefit.
  • Use high-contrast black, white, and Dodge Red to keep the identity bold and legible.
  • Pair vehicle imagery with a clear view of its stance, exterior details, or driver-focused interior.
  • Use vivid, action-led language that feels confident and enthusiast-minded.

Don’t

  • Don’t dilute the brand’s performance focus with timid or overly formal language.
  • Don’t let decorative effects or dense copy compete with the vehicle or key message.
  • Don’t use a partner’s identity in place of Dodge’s own mark.

Dodge imagery

66 images from dodge.com, in 3 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Vehicle imagery

36 images

Show Dodge vehicles as bold, performance-focused subjects. Favor assertive stances, distinctive exterior details, dramatic roads or industrial settings, and views that reveal the relationship between performance and design. Interior images can emphasize the driver-centric cockpit, controls, screens, and performance-oriented seating.

Use product imagery as Dodge presents it: specific model, trim, paint, equipment, and any preproduction or availability context should remain clear when relevant.

  • A high-angle graphic shows a dark, textured asphalt racetrack heavily marked with overlapping black tire skid marks and a curved white boundary line.
  • A top-down, high-contrast photograph of a weathered asphalt racetrack covered in arcing black tire burn marks.
  • Three high-performance Dodge vehicles—a white Charger, a dark blue Durango, and a red Charger—are staged head-on in a low-angle shot on an asphalt track.
  • A trio of high-performance vehicles, a dark blue Dodge Durango SRT and two sleek Dodge Chargers in white and metallic red, are captured in a low-angle shot…
  • A vibrant red electric muscle car speeds through a banked asphalt curve in a forest, captured with a dramatic motion blur.
  • A white Dodge Durango drives along a winding desert road at sunset, its motion captured with a dynamic low-angle blur.
  • A vibrant yellow modern muscle car with black racing stripes and accents is parked on a dark, wet race track at night under bright stadium lights.
  • A trio of modern muscle cars is staged in a gritty, concrete industrial parking structure with massive pillars.
  • A side profile of a dark blue SUV is captured in a minimalist, dimly lit studio setting with dramatic lighting casting large window-pane shadows onto the…
  • A vibrant purple Dodge Durango and a matte olive green Durango with white racing stripes sit parked outside a weathered industrial brick building.
  • A high-performance gray Dodge Durango SRT Hellcat speeds across a wet mountain road, kicking up a mist of road spray.
  • The interior of a vehicle showcases three rows of premium black leather seats highlighted by bold red contrast stitching.
  • A collage of interior car photos showcasing a black dashboard with red accent stitching and a Dodge-branded steering wheel.
  • A sleek black Dodge Hornet SUV speeds down a paved road, captured in a dynamic wide-angle action shot.
  • This split-frame photo focuses on the high-performance details of an olive-green muscle car.
  • A wide-angle photo captures the futuristic interior of a vehicle from the back seat, highlighting its expansive panoramic glass roof reflecting a weathered…
  • A side-profile studio photograph of a vibrant metallic blue Dodge Challenger muscle car.
  • A profile shot of a modern, electric blue four-door muscle car positioned against a weathered grey brick wall.
  • A collage of three professional photographs features a matte olive green Dodge Durango SRT Hellcat parked on a dusty dirt lot in front of low white desert…
  • A high-angle studio photograph captures three Dodge vehicles positioned in a dark, industrial warehouse with concrete floors and support pillars.
  • A silver SRT muscle car performs a wheelie, lifting its front tires off the ground as it launches down a drag strip.
  • A sleek, deep red muscle car with a black roof and black multi-spoke wheels is captured in a clean product shot from a three-quarter front angle.
  • A vibrant blue muscle car is showcased in a three-quarter studio shot against a clean white background.
  • A professional studio shot of an olive green Dodge Durango SRT, angled to show its muscular front and profile.
  • A vibrant yellow modern muscle car with black racing stripes and a black hood scoop sits angled on a dark, textured asphalt surface under dramatic studio…
  • A white Dodge Charger Daytona SRT concept car speeds along a racetrack, featuring bold black racing stripes with thin red accents.
  • A high-angle aerial photograph captures a red performance car performing a burnout on dark asphalt.
  • A cherry-red modern muscle car drifts aggressively on an asphalt track, engulfed in massive plumes of thick white tire smoke.
  • A dark olive green muscle car performs a powerful burnout, enveloped in thick plumes of white tire smoke on an urban street.
  • A silver SUV pulls a large, two-tone black and white enclosed trailer along a highway with motion-blurred yellow lines in the foreground.
  • A gray Dodge Durango SRT with dual black and red racing stripes speeds toward the camera on a desert road.
  • A vibrant red Fratzog logo is centered on a solid black background.
  • An olive green Dodge Durango sits prominently on the right side of a wide, panoramic composition against a dark, textured charcoal background that resembles…
  • A vibrant red modern muscle car is positioned on the far right of a wide, panoramic dark charcoal textured concrete background.
  • A vibrant blue Dodge Durango SUV is positioned on the right side of a wide, cinematic banner.
  • A vibrant blue modern muscle car is positioned on the far right of a panoramic charcoal-colored textured asphalt background.

Product experience imagery

8 images

Preserve Dodge’s own product and digital experience imagery when creating work about vehicle configuration, connected services, or in-vehicle technology. Use the interface in context: show how the product appears in the vehicle, alongside the vehicle, or as a clearly recognizable interactive modelizer.

  • A studio product shot of a sleek, black Dodge Durango SUV positioned at a three-quarter angle facing left.
  • A bright, warm photograph captures a smiling man with glasses driving a car during a golden hour sunset.
  • A head-on shot of a vibrant blue Dodge Charger Daytona parked on an asphalt lot with a suspension bridge and city skyline in the background.
  • Two olive green Dodge vehicles, a Durango SUV with white racing stripes and a sleek Charger Daytona muscle car, sit angled toward each other inside a…
  • A close-up lifestyle photo shows a woman from behind her shoulder as she interacts with the Dodge vehicle app on her smartphone.
  • Distressed red text in a bold sans-serif font is stacked on a white background, reading "10 YEARS OF DODGE CONNECT ONE AT NO EXTRA COST".
  • A low-angle action photo features a black Dodge Durango SUV speeding down a paved track toward the viewer, positioned on the right side of a wide banner.
  • A wide-angle interior photograph focuses on the high-tech cockpit of a modern vehicle, featuring a perforated leather steering wheel with red stitching.

Enthusiast and performance imagery

22 images

Dodge’s enthusiast world spans racing, track experiences, performance parts, events, news, and community. Show vehicles in motion or in purposeful performance settings, and bring forward the energy of racing and customization. Keep Dodge’s own identity clear when a scene includes a team, event, or collaborator.

  • A high-performance red sports car and a white SUV are positioned side-by-side against a dark, dramatic backdrop with subtle amber backlighting.
  • A deep burgundy Dodge Durango SRT Hellcat speeds through a dark, low-angle tunnel, its headlights glowing white.
  • A vibrant yellow and black muscle car takes center stage on a dark racetrack at night, illuminated by bright overhead floodlights.
  • A white and red Dodge Challenger SRT performance car performs a burnout, thick white smoke billowing from its rear tires on a dark asphalt track.
  • A black Dodge drag racer emits massive bursts of white and yellow flame from its side exhausts on a dark track at night.
  • A white Dodge Durango SRT Hellcat is parked under a dark urban bridge, shrouded in a cinematic mist.
  • A side-profile photo of a black Dodge Challenger drifting on a racetrack, enveloped in a massive cloud of white tire smoke.
  • Two high-performance Dodge dragsters, one an elongated Top Fuel rail and the other a sleek Funny Car, are parked on asphalt in front of a white garage with…
  • A metallic midnight-blue Dodge Durango SRT is positioned at a three-quarter angle in a minimalist, dimly lit studio.
  • Two funny car dragsters sit poised at the starting line of an outdoor track under a bright afternoon sun.
  • A close-up, eye-level photograph captures the aggressive front profile of a deep plum-colored Dodge Charger Daytona SRT concept car.
  • A vibrant yellow and black Dodge muscle car is positioned on an asphalt surface covered in dark tire burn marks.
  • A low-angle, head-on shot of a custom Dodge muscle car featuring a striking split-design wrap with diagonal purple and black stripes on the left and muted…
  • A customized Dodge Durango features a unique two-tone aesthetic with a dark blue front end transitioning into a silver body via a pixelated, digital…
  • A cherry red Dodge Durango SUV is the center focus, angled three-quarters towards the viewer inside a vast, moody warehouse.
  • A high-action promotional graphic features a red Dodge muscle car performing a smoky burnout against a gritty, textured background of dark red and deep purple.
  • An aerial, high-angle shot captures a vibrant red muscle car performing a burnout on dark asphalt.
  • A deep red muscle car is engulfed in a massive, thick plume of white tire smoke while performing a burnout on an asphalt road.
  • A horizontal badge logo featuring the white text "direct connection" on a red parallelogram, set against a black background.
  • A wide, cinematic horizontal logo for 'DODGEGARAGE' set against a solid black background.
  • A wide graphic banner features the bold white text "GOT WHAT IT TAKES TO BE A DODGE BADASSADOR?" against a dark, textured carbon fiber background.
  • A horizontal graphic logo for 'DODGEGARAGE' features a red manual gear shift pattern icon on the left side.

Download Dodge’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Dodge’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 66 images and the logos. The font files belong to FCA US LLC, so they’re left out.

Download the Brand SkillZIP, 5.1 MB

dodge-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ voice.md

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ vehicle-imagery.md

│ ├ product-experience-imagery.md

│ └ enthusiast-imagery.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from dodge.com on 3 Nov 2026. It isn’t Dodge’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Dodge and its logos are trademarks of FCA US LLC. Rainbrand isn’t affiliated with or endorsed by FCA US LLC.

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