1. Dyson Brand Identity Eliminating Additional Costs
Tested to Last (5,127 Prototypes)
Built for Performance
‘Obvious’ Design
Innovative
Dependable
Truly Aesthetic

2. Dyson Brand Image Stylish Gray Tone
Iconic Bright Accent Colors (Yellow)
Representative Red
Transparency
An apparent emphasis on functionality which drives their design.
Often, what occurs internally is reflected externally.

3. Dyson Brand Community Seek Well-Designed Functional Products
Appreciate Research & Development
Find Value Beyond Price
Loyal Despite Imperfection(s)

4. Dyson Brand Essence
“Our mission is simple. We solve the problems others seem to ignore.”
– James Dyson
“No clogging. No loss of suction.”
“Designed to Move.”
Innovation
Engineering
Design