T ECHNOLOGIES

S PECIALIST,
I NC.

BRAND BOOK
 TABLE OF CONTENTS

BRAND INTRODUCTION BRAND ELEMENTS

Company Background 04 Typography 14
Brand Vision and Mission 05 Color Palette 16
Rationale 06 Brand Voice 17

BRAND IDENTITY BRAND COLLATERALS

Logo Lock Up 08 Business Card 19
Logo Lock Up Special Case 09 Letterhead 20
Tagline Lock Up 10 ID Layout 21
Logo Variations 11 Lanyard 22
Do’s and Dont’s 12 Polo Shirt 23

02
BRAND
INTRODUCTION
Company Background
Brand Vision and Mission
Rationale
BRAND INTRODUCTION

COMPANY BACKGROUND
We are Technologies Specialist, Inc. (TSI), your partner in cabling and network infrastructure solutions and services.
We help you reach your business goals via our technical backbone, expertise, and years in service.

As a subsidiary of Trends Group, Inc., we share the same pursuit of excellence and dedication to customer satisfaction.

Established in 1996, the company has grown significantly by helping our business partners across industries get
connected with the right solutions and services leading to their success.

04
 BRAND INTRODUCTION

VISION
To be the market leader trusted to provide advanced cabling and network infrastructure solutions and services.

MISSION
Driven by our core values, we design and deliver high quality and innovative cabling and network infrastructure
solutions and services that enable our clients to integrate the technologies they need to succeed.

05
BRAND INTRODUCTION

RATIONALE
Our logo symbolizes a flock moving towards success. Our
tagline “Success Connected” shows that we link our clients’
to success via our services and solutions.

The “Fly in a V formation” means effective teamwork and

TECHNOLOGIES
synergy; achieving substantial group performance, higher
output, and greater personal satisfaction.

SPECIALIST, INC. The 3 “Vs” means harmony, new life, and completeness.

Success Connected

06
BRAND
IDENTITY
Logo Lock Up
Logo Lock Up Special Case
Tagline Lock Up
Logo Variations
Do’s and Dont’s
 BRAND IDENTITY

LOGO LOCK UP
Our official logos should be included in all documents and collaterals, be it online or in print.

There are two versions: horizontal and vertical. These logos are to be used with the logotype and are to be strictly
used in accordance with guidelines.

T ECHNOLOGIES
0.5 x

0.5 x
0.5 x

S PECIALIST,
1x 1x
0.5 x

I NC.
1x 1x

TECHNOLOGIES
1x

SPECIALIST, INC.
0.5 x

Main Horizontal Style Secondary

Vertical Style

08
BRAND IDENTITY

LOGO LOCK UP SPECIAL CASE

In special cases, a single line horizontal style shall be used. This still allows us to gain maximum visibility in a
limited space.

Single line horizontal style shall be used for special cases.

0.6 x

TECHNOLOGIES SPECIALIST, INC.

2x

0.5 x

1x
1.3 x

Single Line Horizontal Style

09
 BRAND IDENTITY

TAGLINE LOCK UP
Our tagline is strictly used in a specific proportion and position with the logo.

The tagline lockup is the default logo to be used. Unless the tagline will be too small to read, the logo without the
tagline will be used instead.

T ECHNOLOGIES
0.5 x
0.5 x

S PECIALIST,
0.9 x 1x

I NC.
0.5 x 0.9 x 1x

1x TECHNOLOGIES
SPECIALIST, INC.
0.5 x

Success Connected 1x
Success Connected

Main Logo with Tagline Lock Up Secondary Logo

with Tagline Lock Up

10
BRAND IDENTITY

LOGO VARIATIONS

T ECHNOLOGIES Full color version shall be used on a plain white or

S PECIALIST, light-colored background in order to let the colors and its
I NC. gradients come through.

T ECHNOLOGIES
S PECIALIST, Black version shall be used as a variation on a white
I NC. background.

T ECHNOLOGIES
S PECIALIST, Flat colors can also be used as a variation on white
background.
I NC.

T ECHNOLOGIES Auburn version may serve as an alternative to explore

S PECIALIST, certain aesthetic options.
I NC.

11
 BRAND IDENTITY
DO’S AND DONT’S

TECHNOLOGIES TECHNOLOGIES TECHNOLOGIES TECHNOLOGIES TECHNOLOGIES

SPECIALIST, INC. SPECIALIST, INC. SPECIALIST, INC. SPECIALIST, INC. SPECIALIST, INC.

Original logo can be used White logo can be used on Do follow the color usage. White logo on photos with White logo can be used on
on a white background. a black background. dark backgrounds can be gradient backgrounds.
used as long as it is seen
clearly.

TECHNOLOGIES TECHNOLOGIES TECHNOLOGIES

TECHNOLOGIES
TECHNOLOGIES
SPECIALIST, INC. SPECIALIST, INC. SPECIALIST, INC. SPECIALIST, INC. SPECIALIST, INC.

Do not distort the logo. Do not place the logo with Do not change the logo’s Do not put heavy drop Do not alter the proportion
busy photography. original colors. shadows on the logo. of the logo.

TECHNOLOGIES
SPECIALIST, INC.

TE PEC
S
CH IA
N LIST
TECHNOLOGIES TECHNOLOGIES

O
LO , IN
SPECIALIST, INC. S PECIALIST, INC.

G C.
IE
S
Do not put an outer glow Do not change the logo’s Do not outline the logo. Do not change the Do not change the logo’s
effect on the logo. original font. positioning of the icon and alignment.
text.

12
BRAND
ELEMENTS
Typography
Color Palette
Brand Voice
 BRAND ELEMENTS

TYPOGRAPHY
Avenir is a minimal and modular sans serif font intended to be more organic and suitable for extended text. Its
clean look is ideal for minimal, advanced content which also reflects our brand.

Aa4
Avenir

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789

14
BRAND ELEMENTS

Aa4 Aa4 Aa4

Avenir - Light Avenir - Book Oblique Avenir - Black

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 0123456789 0123456789

Aa4 Aa4 Aa4

Avenir - Light Oblique Avenir - Oblique Avenir - Black Oblique

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 0123456789 0123456789

Aa4 Aa4 Aa4

Avenir - Book Avenir - Medium Avenir - Heavy

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 0123456789 0123456789

Aa4 Aa4 Aa4

Avenir - Roman Avenir - Medium Oblique Avenir - Heavy Oblique

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 0123456789 0123456789

15
 BRAND ELEMENTS

COLOR PALETTE
Our colors are deep and rich as to best reflect TSI’s persona. These colors must be dominant in every material to
ensure brand retention and association.

CMYK: 4.43, 37.71, 100, 0 RGB: 240, 167, 29 #f0a71d MARIGOLD “passion, creativity, and strength”

CMYK: 20.98, 99.9, 99.52, 12.26 RGB: 178, 31, 36 #b21f24 AUBURN “energy and stability”

CMYK: 35.51, 88.79, 94.99, 53.9 RGB: 97, 28, 11 #611c0b MERLOT “power, dependability, and steadfastness”

CMYK: 65.79, 59.65, 59.4, 43.09 RGB: 70, 69, 68 #464544 GREY “timelessness and practicality”

CMYK: 74.97, 67.92, 67.05, 90.15 RGB: 0, 0, 0 #000000 BLACK “elegance, sophistication, and authority”

16
BRAND ELEMENTS

BRAND VOICE

PERSONALITY TONALITY
As TSI, we are: We always convey:

• Professional • Leadership
• Strong • Confidence
• Efficient • Enthusiasm
• Industrial • Flexibility
• Credible • Innovation
• Progressive • Trustworthiness

17
BRAND
COLLATERALS
Business Card
Letterhead
ID Layout
Lanyard
Polo Shirt
BUSINESS CARD BRAND COLLATERALS

Emelito D. Padullon
Project Engineer
Project Management Services
www.tsiphil.net
TECHNOLOGIES
SPECIALIST, INC. T ECHNOLOGIES
S PECIALIST,
+63 917 868 4598
+63 2 8813 6369 local 0928
I NC.
Success Connected
emelito_dp@tsiphil.net

9th Floor Trafalgar Plaza, 105 H.V. Dela Costa St.,

Salcedo Village, Makati City, 1227 Philippines

19
BRAND COLLATERALS LETTERHEAD

TECHNOLOGIES
SPECIALIST, INC.
Success Connected

9th Floor Trafalgar Plaza, 105 H.V. Dela Costa St.,

Salcedo Village, Makati City, 1227 Philippines

+63 2 8813 6369

www.tsiphil.net

20
ID LAYOUT BRAND COLLATERALS

21
 22
BRAND COLLATERALS

IES SPECIALIST, INC.

SUCCESS CONNECTED
LANYARD
POLO SHIRT BRAND COLLATERALS

Success Connected

TECHNOLOGIES
SPECIALIST, INC.

23
 T ECHNOLOGIES
S PECIALIST,
I NC.
Success Connected

9th Floor Trafalgar Plaza, 105 H.V. Dela Costa St., Salcedo Village, Makati City, 1227 Philippines

www.tsiphil.net | T +63 2 8813 6369 | F +63 2 8814 0130