A.1. TSC Master Brand Logo Advertising Circulars

A.1. TSC Master Brand Logo Advertising Circulars
This logo is the
approved format for
use in Advertising
Circulars.
The “Boxed Logo”, shown right,
was specifically designed to be
an integral part of the masthead
within the cover page of the
circular. The white box creates
visual tension around the mark,
and provides flexibility for the
mark to live on photographic or
colored backgrounds.
THE “BOXed LOGO” IS suitable for most applications
CMYK
186 RED
1
C: 0
C: 0
M: 100
M: 0
Y: 81
Y: 0
K: 4
K: 100
PANTONE
K
A.2. TSC Master Brand Logo Print, Multichannel and Web Use
The logos to the right
represent the two
approved formats for
Tractor Supply Co.
PRINT USE
The print logo, shown top right, is
to be used in all advertising
channels with the exception of Web.
The web logo, shown bottom right,
is to be used in all digital channels.
Any other color treatment or
application of the Tractor Supply
Logo must first be approved by
the TSC Creative Team.
Web Use
2
A.3. TSC Master Brand Logo Usage Minimum Size and Clearspace
Both clear space
and size are
important attributes
in maintaining
brand integrity.
The TSC logo is a two color type
treatment. It can be used with or
without the web address.
Ideally the logo will be used on
a white background for maximum
impact and clarity. The logo
will have a minimum of one
”O-width” whitespace around it.
In order to maintain legibility of
the TSC logo the minimum width
is 3/4”, 1.905 centimeters, 4.5 picas,
or 54 points.
3
The clearspace around either logo is exactly the width of the letter “O” IN THE WORD TRACTOR.
.75”
.75”
The minimum width
for any tractor
supply company
logo is 3/4” or .75
A.4. TSC Master Brand Logo Accepted Variations
The following logos
on the right represent
the three accepted
formats for Tractor
Supply Co. logo.
With respect to logo variations,
the same rules apply to size and
clearspace: the minimum width is
3/4”, 1.905 centimeters, 4.5 picas,
or 54 points.
.75”
THE “BOX LOGO” — PREFERRED LOGO IN ONE-COLOR FORMAT
THE “BOX LOGO” — PREFERRED LOGO AGAINST BLACK
4
A.5. TSC Master Brand Logo Logo Dont’s
Do not rotate or use the logo at any angle
Do not remove any elements of the logo
Do not stretch or distort the logo in any way
Do not rearrange any elements of the logo
Do not alter the logo colors
5
Do not USE THE LOGO IN UNAPPROVED COLORS
(A SOLID COLOR OTHER THAN BLACK)
DO NOT USE THE LOGO ON SAME-COLOR BACKGROUNDS
DO NOT GHOST THE LOGO IN ANY WAY
Do not use the logo with a drop shadow
B.
TSC Master Brand Tagline
It’s one simple
phrase that conveys
our company’s vision
and what we offer.
Tractor Supply Company is the
go-to source for the lifestyle
needs of recreational farmers and
ranchers, and serves the needs of
those who enjoy the rural lifestyle.
Simply put, we carry everything you
need for life out here.
.75”
The minimum width
for any tractor
supply company
logo is 3/4” or .75”
CMYK
186 RED
C: 0
C: 0
M: 100
M: 0
Y: 81
Y: 0
K: 4
K: 100
PANTONE
K
6
B.1. TSC Master Brand Tagline Accepted Variations
Our tagline
reinforces the
position that TSC
offers lifestyleinspired equipment,
products and apparel
that are unique to
our customer.
The strong first-person statement
reminds the consumer that there
are real people behind the brand,
who live the brand.
The logo and tagline combination
must be used according to the
configurations shown. The tagline
must always bear the service mark
(sm) designation.
In certain instances, the tagline
may be positioned away from the
logo, but not without pre-approval
by the TSC Creative Team.
7
STACKED VERSION:
CMYK
186 RED
C: 0
C: 0
M: 100
M: 0
Y: 81
Y: 0
K: 4
K: 100
PANTONE
K
C.1. Typography Use of Decorative Type
Sometimes called
script, novelty,
or ornamental,
decorative fonts
stand out for their
unique shapes and
personalities.
HEADLINES / SUBHEADS / DISPLAY TYPE
SCRIPT- ARB POSTER
HANDRAWN- SPOLETO
AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
1234567890
1234567890
Since 1938
Fall Into Savings!
These tend to have a stronger
personality or character than
traditional serif or sans-serif fonts.
TSC employs alternative typefaces
in efforts to evoke personalization
while adding a classic variety
to advertising materials. These
typefaces are used only to
indicate a personal tone, and
not to be overused.
8
BODY COPY / SANS SERIF
C. Typography
Stymie, Trade
Gothic and Venetian
are the approved
font families to be
used as support
typography for
all TSC
communications.
These fonts have been chosen
for their compatibility with the
logotype. Consistent use of these
fonts as outlined in this guide
will promote typography as
a recognizable brand
identity element.
9
HEADLINES / SUBHEADS / DISPLAY TYPE
BODY COPY / SANS SERIF
PRIMARY- STYMIE EXTRA BOLD, BOLD
PRIMARY/ SANS-SERIF- TRADE GOTHIC NO. 18, NO. 20
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
SECONDARY DISPLAY TYPE
ALTERNATE- TRADE GOTHIC BOLD
PRIMARY/ SERIF- VENETIAN 301 BT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
D.
TSC Brand Color Palette
Our brand colors
live out here.
TSC basic brand colors are
lifestyle-inspired in nature and
consist of: Pantone 186 Red, 122
Yellow (Know How Central and
Clearance) 576 Green (Lawn
and Garden) and 159 Orange
(Heating). Bright neon hues and
pastel tints are not permitted.
Any additional colors other than
those listed within this guide
must be approved by the TSC
Creative Manager/Team.
approved TSC PRIMARY COLORS*
C: 0
C: 0
C: 0
M: 100
M: 17
M: 0
Y: 81
Y: 80
Y: 0
K: 4
K: 0
K: 0
PANTONE
186
PANTONE
122
WHITE
C: 15
C: 64
C: 0
M: 76
M: 25
M: 0
Y: 100
Y: 100
Y: 0
K: 4
K: 7
K: 100
PANTONE
159
PANTONE
576
PANTONE
K
OPTIONAL TSC SECONDARY COLORS*
PANTONE
7505
C: 0
C: 100
C: 100
C: 20
M: 1
M: 56
M: 56
M: 100
Y: 0
Y: 0
Y: 0
Y: 100
K: 43
K: 23
K: 23
K: 17
PANTONE
COOL GRAY 10
DEMO DAYS GRAY
10
PANTONE
647
MEMORIAL DAY BLUE
PANTONE
1807
REd BARNWOOD