BRAND GUIDELINES
OUR PRODUCT IS OUR PEOPLE
EVERY DAY OUR PEOPLE PROVIDE AN ENTIRELY POSITIVE, ABOVE AND BEYOND SERVICE EXPERIENCE TO EVERY CLIENT IN THE TSP FAMILY. We believe in the power of relationships and bringing heart to the IT services industry, which differentiates us from our competitors. We re passionate about investing in our people and providing #TSProckstars with fulfilling careers. We pride ourselves on creating custom, flexible and flawlessly executed IT solutions for every customer. At the beginning of each day, we set out to continually exceed expectations, because TSP is focused on long-term values rather than short-term gains. OUR MISSION We empower our employees so that our customers can focus on what they do best. Our employees are trusted to innovate, integrate and creatively solve technology problems. TSP s personalized approach will not be found in any other partner. OUR VISION To be a company that retains and nurtures its strong beliefs and culture as it grows by serving our clients with integrity, honoring our employees, and investing time and money into the communities where we live, work and play. OUR VALUES Integrity First Empowered Difference Makers Thrive Here Real Conversations Are Welcomed Employee Safety, Health and Happiness
INSIDE OUR BRAND
INTRODUCTION CONTENTS LOGO Construct & Clear Space Usage Minimum size Dont s COLOR PALETTE Primary Colors Primary Shades Secondary Colors VOICE History Tone ICONOGRAPHY PHOTOGRAPHY WEB & DIGITAL EXAMPLES TYPOGRAPHY TSP typeface Primary typeface Typeface hierarchy
01 TSP LOGO
CONSTRUCT & CLEAR SPACE [EQUAL The TSP logo appears primarily in 3 color PMS, but can also appear in black or white, depending on usage. No other colors are permitted. The logo has only one horizontal configuration. Before utilizing the TSP logo, please be sure to follow our basic usage rules: Don t alter the shape, proportion or the color of the logo. Keep them in one of their three stated colors and only as they appear below. Provide a minimum padding around the logo as displayed above. The padding should be equal to the height of the T in the logo (the y-axis). It helps our logo remain legible, visible and uncluttered, and prevents it from competing against any other graphic elements. The clear space should be maintained as the logo is proportionately resized. Comply with our Brand Guidelines.
USAGE PMS 2766 C WHITE BLACK PMS 7453 C PMS 7450 C The primary TSP logo uses 3 Pantone colors: 2766 C (dark blue), 7453 C (light blue), and 7450 C (light purple). The logo may be used in either white or black when there is need to use logo against a neutral background.
MINIMUM SIZE 1 MINIMUM WIDTH DONT S The TSP logo may appear in any size respective to the size of file, document or item it is being used on. The TSP logo should never appear smaller than any other logo(s) when displayed with other logos. The minimum width of the TSP logo should never be shorter than 1 inch (x-axis, including the rings). The following rules should be acknowledged and followed when displaying the TSP logo: Don t change the logo s orientation Don t place the logo on a busy background, pattern or photograph, or a similarly colored background that may compete with or obscure the logo Don t change the logo s colors and don t place the logo inside of a light/white box when used on a dark background Don t add any effects to the logo, including bevel and/or emboss, glows, or present the logo in an outline only manner Don t reconfigure the logo or any of it s graphic elements, their placement and/or size Don t use a tagline under the logo ( Technology Service Professionals or People Technology Solutions )
02 COLOR PALETTE
PRIMARY COLORS TSP DARK BLUE TSP LIGHT BLUE TSP LIGHT PURPLE TSP GREEN PMS 2766 C PMS 7453 C PMS 7450 C PMS 802 C CMYK 100, 100, 6, 60 CMYK 53, 26, 0, 0 CMYK 25, 13, 0, 0 CMYK 54, 0, 100, 0 RGB 20, 27, 77 RGB 123, 166, 222 RGB 189, 197, 219 RGB 68, 214, 44 web #003366 web #6699cc web #cccccc web #33cc33 hex #141b4d hex #7ba6de hex #bdc5db hex #44d62c Color is an integral part of brand identity. Consistent use of the color palette both reinforces brand cohesiveness and also communicates a specific feeling and emotion to our audience. Dark blue is often used to convey integrity and knowledge, establishes trust and loyalty, and reinforces the importance of meaningful relationships. Light blue conveys stability, unity, trust, confidence, security, loyalty, and technology. Light purple is wise and creative. Green has a strong emotional connection with service and safety, symbolizing growth and harmony, and suggests stability and endurance.
PRIMARY COLOR SHADES RGB 56, 76, 217 RGB 130, 176, 235 RGB 200, 208, 232 RGB 72, 227, 47 RGB 40, 54, 153 TSP LIGHT BLUE RGB 123, 166, 222 TSP LIGHT PURPLE RGB 189, 197, 219 TSP GREEN RGB 68, 214, 44 RGB 23, 31, 90 RGB 109, 147, 196 RGB 167, 174, 193 RGB 60, 188, 39 TSP DARK BLUE RGB 20, 27, 77 RGB 88, 118, 158 RGB 134, 140, 155 RGB 48, 150, 31 RGB 13, 18, 51 RGB 52, 71, 94 RGB 79, 82, 91 RGB 27, 86, 18 The primary color shades should be utilized in conjunction with it s respective primary color and should not over power or compete against it s respective primary color, either in size or amount of usage.
SECONDARY COLORS TSP ORANGE PMS 7583 C CMYK 0, 69, 98, 12 RGB 196, 98, 45 web #cc6633 hex #c4622d TSP CREAM CMYK 0, 2, 5, 1 RGB 253, 247, 241 web #ffffff hex #fdf7f1 TSP TURQUOISE PMS 325 C CMYK 53, 0, 23, 0 RGB 100, 204, 201 web #66cccc hex #64ccc9 These secondary colors can be used for a wide range of applications, such as: subtle highlights and call outs to color associations with new products and/or service offerings.
03 TYPOGRAPHY
TSP TYPEFACE Univers LT Std ABCDEFGHIJKLMNOP QRSTUVWXYZ 0123456789 Typography is a powerful brand tool that conveys feeling and emotion. This typeface, Univers LT Std, represents the confident and modern character of the brand. It should influence how a given piece is understood, as it can evoke a sense of power, confidence and importance. It should not detract from the message, but instead allow the reader to focus on the content not how the content looks. It should go unnoticed and should feel comfortable for the reader. It should establish a hierarchy within the content, utilizing different weights, sizes and colors to convey what content is of the most importance to the reader. It should create harmony within the document, and also cohesion throughout your brand, helping to build brand recognition beyond the logo and color palette.
PRIMARY TYPEFACE Univers LT Std BOLD 65 ROMAN 55 LIGHT 45 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?#$%&()@ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?#$%&()@ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?#$%&()@
TYPEFACE HIERARCHY Univers LT Std BOLD 65 HEADLINES & MAIN TITLE 16pt, 20 leading, 250 tracking, all caps,.0625 or.125 space after, can be colored ROMAN 55 SUBHEAD & SUBTITLE 14pt, 17 leading, 175 tracking, all caps,.0625 or.125 space after, can be colored Light 45 Body copy 10/11pt, 13/14 leading, 0 tracking, sentence case,.0625 or.125 space after, black or 80% grey TSP s typographic hierarchy is established through a combination of size, weight, color, position and contrast. Typically, the typographic hierarchy will be set in 3 levels: the headline, the subheadline and the body copy. When appropriate, standard light typeface may be substituted for condensed typeface within the Univers family: Condensed: Bold Condensed 67, Condensed 57, and Light Condensed 47 Special application use for Thin Ultra Condensed 39, Light Ultra Condensed 49 and Ultra Condensed 59
04 VOICE
HISTORY As our company has grown and evolved since our inception, so has our tone. To the outside world, we are best-represented as TSP. There is obviously going to be an extenuating circumstance or two when it is grammatically correct and/or required to use a singular instance of our formal company name (Technology Service Professionals, Inc.), but those instances are few and far between. Someone important once said, Look back to learn, look forward to succeed. As we continue on, it s important to remember where we ve come from, but with our gaze fixed on the future, we are TSP. THE TONE OF TSP You won t hear orders being bellowed here. Our words are conversational, casual and informative an expression of the people behind our brand, our #TSProckstars. As our vision states, real conversations are welcomed here our best ideas are cultivated when we engage in genuine dialogue that vision is woven into the fabric of TSP. Our words are... Lively, not boisterous Authentic, not indirect Inventive, not aggressive Informal, not rigid Interdependent, not disjointed Skilled, not strict Uncommon, not ordinary
05 ICONOGRAPHY
ICONOGRAPHY TSP s iconography is used in 3 tiers to represent our lines of business, our service offerings, as well as graphic representation of numerous components and processes. The 3 lines of business icons are accentuated with our 3 primary colors, while the 4 service offerings icons are emphasized by our TSP Green hue. The icons representing our components and processes can be used in any color appropriate for that specific usage. 3 lines of business: Data Management & Cloud Solutions, IT Infrastructure, and Industrial Automation & Controls 4 service offerings: Maintenance Services, Managed Services, Project Services, and Consulting Services Graphic representation of components and processes, such as: motors, electrical connections, transformers, fans, pumps and compressors, steam and steam leaks, moist streaks during the paper manufacturing process and the drying stage of paper manufacturing process
06 PHOTOGRAPHY
PHOTOGRAPHY TSP s photography simple, honest and straightforward. It s meant to evoke our mission, vision and values that our product is our people, our #TSProckstars. The photography should never detract from the message or content, but instead reinforce it. The photography isn t hyper-stylized or overly post processed. It is conscious of color, composition and the use of negative space.
07 WEB & DIGITAL
WEB & DIGITAL We are smart. We re warm, engaging and welcoming. We take care of our people. Our people are rockstars, #TSProckstars actually. Our digital footprint presents a cohesive look and feel across all channels, from our blog to our social media platforms. The illustrations we use reflect those same warm, engaging and welcoming characteristics.
08 USAGE EXAMPLES
EXAMPLES State of the IT Industry
@tsprockstars mytsp.net #tsprockstars