Identity system
TAMS Brand Guidelines
Use the TAMS identity consistently across websites, product interfaces, presentations, documents, and partner materials.
Current digital guidance based on the approved TAMS logo, typography, and core color references.
01 / Identity
One name, used consistently
The concise public brand is TAMS. Use the full company name when legal, corporate, or first-reference context benefits from it.
Use TAMS in headings, navigation, product interfaces, and everyday references.
Use the full company name for formal identification, contracts, legal copy, and corporate descriptions.
02 / Logo
Primary and reversed logos
Use the primary blue logo on white or very light surfaces. Use the white logo on Primary Blue, Charcoal, or another sufficiently dark surface.
Keep it intact
- Use the supplied production files.
- Preserve the original proportions.
- Leave open space around the full mark.
- Choose the variant with the strongest contrast.
Do not alter it
- Do not stretch, compress, crop, or rotate the logo.
- Do not recolor individual parts.
- Do not add outlines, shadows, gradients, or effects.
- Do not place it over a visually busy background.
03 / Color
Core color palette
These four colors define the TAMS visual system. Hex and RGB values are the source of truth for digital work; CMYK values are print references.
Primary Blue
- HEX
#0d6cac- RGB
13, 108, 172- CMYK
92, 37, 0, 33
White
- HEX
#ffffff- RGB
255, 255, 255- CMYK
0, 0, 0, 0
Neutral Gray
- HEX
#b8babc- RGB
184, 186, 188- CMYK
2, 1, 0, 26
Charcoal
- HEX
#333132- RGB
51, 49, 50- CMYK
0, 4, 2, 80
04 / Typography
A direct display face and a readable workhorse
Bebas creates the distinctive display voice. Roboto keeps body copy and interface text clear across screen sizes.
Connect. Validate. Use.
Use for concise page titles, major section headings, and short display statements. Avoid long paragraphs and all-uppercase body copy.
Manufacturing data becomes useful when teams can connect equipment, validate its meaning, and apply it with confidence.
Use Roboto for paragraphs, navigation, controls, labels, tables, captions, and other information-dense content.
05 / Usage
Design for recognition and readability
Brand consistency includes accessible contrast, a clear information hierarchy, and enough space for the content to work.
Approved text pairings
Keep hierarchy clear
Use one page title, concise section headings, short line lengths, and consistent spacing so readers can scan before they read in depth.
Use color with meaning
Do not make color the only way to communicate status or intent. Pair it with labels, icons, patterns, or other visible text.
Protect legibility
Keep text away from busy imagery, use sufficient text size, and verify contrast in the final medium rather than relying on appearance alone.
06 / Downloads
Use the supplied production logo files
SVG files are preferred for scalable digital and print layouts. PNG files are available for applications that do not support vector artwork.
Primary Blue logo
Vector artwork for light backgrounds.
Primary Blue logo
Raster artwork for light backgrounds.
White logo
Vector artwork for dark backgrounds.
White logo
Raster artwork for dark backgrounds.
Need help with a use not covered here? Contact TAMS about brand usage.