Brand Guide
The brand guide forms the basis for a consistent visual appearance of TICA. It provides guidelines for everyone working on visual communication and design, both internally and externally.
TICA is for European lifestyle professionals. Entrepreneurial, inspiring, and always looking for something special. Our communication is recognizable, professional, and attracts attention. Always with courage and character.
Logo
Wordmark
We use one logo: the TICA wordmark. In running text, TICA is always in uppercase. This keeps our brand style strong and recognizable.
Use in expressions
All external expressions always include the TICA logo. Instore signs also usually bear the logo. Are there multiple expressions close to each other? Then the logo does not have to be repeated on every expression. Use your insight to determine what is logical and clear.
Logo
Color usage
Logo
Things to avoid
- Never stretch or distort the logo.
- Do not use an outline.
- Do not use gradients or other colors.
- Use the correct file format.
- Do not add shadows, glows, or other effects.
- Do not place the logo in an unofficial form.
Color Usage
Primary palette
TICA’s primary color palette consists of black, white, blue, and orange. Black and white form the base; they provide calmness and contrast.
Blue
Blue is used sparingly. TICA blue may only be used on specific occasions, such as events, promotions, extras and internal use. This gives TICA a fresh and energetic look for these occasions.
Orange
We use orange specifically for important calls to action such as ‘Become a TICA member’. This makes it stand out and reinforces the conversion goal. In-store routing is also orange because this needs to be eye-catching.
Color usage
Paint colors
Black | general
Ral 9005
White | general
Ral 9016
Orange | for emphasis
Histor lemonade
S 0580 Y60R
Blue | events
Ral 5002
Trout | general
Histor Forel
S 2005-Y30R
Beige | TICA Projects
Natural Color System S
1505-Y30R
Typography
Typographic rules
Titles are preferably in Regular, unless extra emphasis is needed. Then use Bold.
Formatting rules
- Only hyperlinks are underlined
- Only quotes may be in italics
- No FULL CAPS, except for the word TICA
- Use capital letters at the beginning of sentences, but also for individual words in expressions and wherever written language prescribes
- Titles and subtitles do not have a period; running texts do
- Limit exclamation marks – too many feels cheap
- The &-sign remains in use (as a nod to our origin: Trends & Trade)
Alignment
Text is almost always left-aligned. Logos, QR codes and other elements are also positioned on the left where possible. Does the layout differ? Then you may deviate from this.
Typography
Text formatting in Microsoft Word
Fonts and sizes
- File name: 24 pt, Century Gothic regular
- Title: 14 pt, Century Gothic Bold
- Subtitle: 10 pt, Century Gothic Bold
- Text: 10 pt, Century Gothic
Spacing
- Under a file name: always 2 paragraphs of space
- Under a title: always 1 paragraph of space and above a title 2 paragraphs of space
- Above a subtitle: always 1 paragraph of space
Exception
For Word files intended for signs (such as shop communication), larger text sizes may be necessary for readability.
Download the complete brand guide
Disclaimer – brand guide usage
This brand guide has been created by PW Markets | TICA and remains the property of PW Markets | TICA at all times. The guidelines in this document are intended solely for use by external parties who develop communications on behalf of or commissioned by PW Markets | TICA.
It is not permitted to share (parts of) this brand guide, logos, visual material, or other brand assets with third parties, to publish them, or to reuse them for other purposes without prior written consent from PW Markets | TICA.
PW Markets | TICA is not liable for damage or loss of reputation as a result of incorrect use, interpretation or application of these guidelines. PW Markets | TICA reserves the right to change the content of this brand guide at any time.