BRAND GUIDELINESVersion 1.1.4 November 1, 201817. Photography ... 34 7.1 Themes ... 35 7.2 Altering color ... 36 7.3 Applying the Magnets ... 378. Brand in application ... 38CONTENTS1. Logo & Tagline ... 3 1.1 Logo ... 4 1.2 Logo – Colorways ... 5 1.3 Logo – Clear space & Minimum size ... 6 1.4 Logo – Alignment ... 7 1.5 Tagline ... 8 1.6 Tagline – Position & Scale ... 92. Color ... 10 2.1 Color Palette ... 11 3. Typography ... 13 3.1 Typeface ... 14 3.2 Use in headlines ... 15 3.3 Use of upper case ... 16 3.4 Suitable colorways ... 174. Price Graphic ... 19 4.1 Price graphic ...20 4.2 Altering the shape ... 215. Brand property ... 22 5.1 The idea ... 23 5.2 Versions ... 26 5.3 1. Magnet ... 27 5.4 2. Magnet Formations ... 28 5.5 3. Magnet Flow ... 29 5.6 Colorways ... 306. Iconography ... 31 6.1 Hero icons ... 32 6.2 Colorways ... 332SECTION1. Logo & Tagline3PRIMARY LOGO (PREFERRED)REDUCED SIZE “m”The T-Mobile signature, including the T-Mobile logo, the digits design and the color magenta, may only be used as a signature in the Metro logo. Do not use a superscript (R) on the T-Mobile logo. Do not adjust the size or spacing of the T-Mobile logo with respect to the Metro logo. Do not use any of these elements - in particular, the color magenta - in any creative.41.1LOGOThe Metro logo is made up of the Metro brand name, supported with the signature “by T-Mobile”.PRIMARY LOGO (PREFERRED)This is our primary logo. Our logo must be visible on every communication we create. REDUCED SIZE “m”To maintain legibility, the reduced size “m” may be used. Our primary logo is always preferred.USE OF ® AND TM SYMBOLS Metro is a registered trademark, so always include the superscript ® symbol immediately after Metro in the logo. When used in copy, however, the superscript ® symbol should be used on the first or most prominent use of Metro (for example, “Introducing Metro® by T-Mobile”).The Reduced Size “m” logo is an unregistered trademark, so always include the superscript TM symbol immediately after M.Please always use supplied artwork and do not alter in any way.Metro Deep Purple 4-color logo– for White backgroundsWhite 4-color logo – for Purple backgroundsBlack logo – ONLY for monochrome useWhite logo – for monochrome use51.2LOGOColorwaysOur logo has been supplied in the following colorways.The 4-color versions are for primary use and should be used whenever possible.The monochome versions are for limited use when one color printing is required.1.3LOGOClear space & Minimum sizeClear spaceTo maintain legibility and clarity, a clear space is placed around the logo. No other elements such as detailed imagery or text should sit within this space.The clear space is calculated using the length of our “m” horizontally and the height of the “r” vertical-ly. The bottom part needs to be cheated...
