Tactive Brand Guidelines
Bring our brand to (real) life
Trusted by some of the most innovative brands in America, Tactive helps marketers develop and deploy multi-sensory marketing campaigns that engage audiences and drive ROI.
This section contains guidance and inspiration that will enable you to create the assets, applications, and campaigns that bring the Tactive brand to life.
Introduction
A brand guide is a vital tool for any business, large or small. Without one, your brand’s story will be haphazard and shapeless. Your employees will have conflicting ideas of what your brand stands for. Your logo may be used inconsistently or incorrectly. Even company managers and owners may find themselves at a loss to “explain” the brand.
This is bad for business. Why? Because telling a clear, consistent, and compelling brand story is critical to building a strong brand.
This brand guide is a tool to help you do that. It will help everyone in your organization gain a clear understanding of what your brand stands for, who it serves, and why it matters. It should be used as a training tool, a reference book, and, most of all, a marketing resource. When creating an ad, sponsoring an event, or doing a media interview, you can consult this guide to ensure your brand story is told with powerful clarity and consistency across all mediums.
Some Practical Applications for This Brand Guide: An Overview
Below are a few ways you can “use” this guide.
Training new employees. Providing a copy of this booklet to new staff—and reviewing it with them—will give them a clear understanding of what your brand is all about: its mission, its core values, its distinctive qualities, and how to tell its story to the world.
Creating social media, ad, or website copy. When a member of your team (or an outsourced vendor) is writing social media or ad copy, refer them to this brand guide to ensure all messaging is aligned with, and rooted in, the foundation laid out in the Messaging Platform.
Using elements of your visual identity system. Whenever an employee or an outside designer is creating brand assets, be sure their usage complies with the fonts, color palette, and logo versions provided in the Visual Identity section of this guide.
PRIMARY LOGO
The primary logo is critically important, as it acts both as an identifier and a visual representation of the brand. It is, and should always be, the most consistent component in your visual communications. In order to maintain that consistency, it should always be used in accordance with the examples and rules outlined in this guide.
NOTE: The logo should never be recreated or typeset. Only official logo files should be used in communications.
FILE TYPES PROVIDED:
PRINT: .pdf and .eps
DIGITAL/WEB: .png (preferred) and .jpg
PRIMARY LOGO WITH TAGLINE
This version is identical to our primary logo, but includes our company tagline. It can be used in marketing and communication materials at your discretion.
FILE TYPES PROVIDED:
PRINT: .pdf and .eps
DIGITAL/WEB: .png (preferred) and .jpg
TACTIVE T + LOGOMARK
The Tactive “T” combined with our logomark provides an option that can be used in situations when the full identity of the brand isn’t needed, or where space limits your ability to use the primary logo. For example, it can be used as a social media icon, on brand merchandise, on company envelopes, etc.
FILE TYPES PROVIDED:
PRINT: .pdf and .eps
DIGITAL/WEB: .png (preferred) and .jpg
MESSAGING
PLATFORM
Corporate Profile | Brand Essence
Brand Positioning Statement
Brand Story | Brand Pillars
Corporate Profile
Tactive is a leading tactile marketing company based in Indianapolis, Indiana. Founded in 2000, we specialize in creating innovative and engaging print & promotional marketing solutions that help businesses of all sizes connect with their target audience in meaningful ways. Our team is dedicated to delivering high-quality products and services that drive results and exceed our clients’ expectations.
At Tactive, we understand that in today’s digital age, it can be challenging for businesses to stand out in a crowded market. That’s why we offer a wide range of tactile marketing solutions that help our clients break through the noise and make a lasting impression. From custom promotional products and direct mail campaigns to branded apparel and company stores, we work closely with our clients to create personalized solutions that drive engagement and build brand awareness.
Our team of experienced print + promo experts are passionate about creating innovative solutions that deliver results, and we are committed to helping our clients achieve their marketing goals. If you’re looking for a tactile marketing partner that can help you connect with your audience in a meaningful way, Tactive can help you bring your brand to (real) life.
WHAT IT IS:
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HOW TO USE IT:
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BRAND ESSENCE
WHAT IT IS:
Your brand essence is the “big idea” or core concept that audiences should most associate with your brand. It is clearly defined, easy to grasp, and true to who you are as a company and culture. It captures what the customer feels during an encounter with your brand.
HOW TO USE IT:
Your brand essence serves as a “North Star” for your brand. From operations to sales to marketing, everything your brand “does” in the world should fully align with your brand essence. Companies with strong brands use their essence as a decision-making tool. If an action conflicts with your brand essence, there’s a strong chance it’s bad for your brand—and bad for business.
Engagement Experts
“We call it ‘paying attention’ for a reason. It’s worth quite a bit, and ought to be cherished.”
– Seth Godin
Often, that means putting together tactile marketing campaigns. But it may also mean delivering excellent print products, or building an e-commerce store that puts high-quality branded items in the hands of their employees and fans.
The point is: everything you do—direct mail, printing, e-commerce—is a means to an end. And that end is audience engagement that enables your clients to build trust, drive interest, and inspire action in their prospective audiences.
BRAND POSITIONING
STATEMENT
WHAT IT IS:
A clear statement defining your unique position in the marketplace. It describes what you do, how you do it, and the value it delivers to customers. It is the cornerstone of everything you do, from operations and customer service to marketing and advertising.
HOW TO USE IT:
Whenever making a marketing or business decision, ask yourself: Is this true to our positioning? Does it support our efforts to maintain that position? A positioning statement can change as your business evolves. Revisit it every six months to ensure it still aligns with your business objectives.
Trusted by some of the most innovative brands in America, Tactive helps marketers develop and deploy multi-sensory marketing campaigns that engage audiences and drive ROI.
BRAND STORY
BRAND STORYWho is Tactive?
We are brand engagement experts. We develop and deploy multisensory marketing campaigns that delight audiences, drive leads, and deliver ROI.
What is our purpose?
To help busy marketers meet their most ambitious goals.
How do we do it?
By leveraging our unique suite of services— dimensional mail, print, promotions, e-commerce, fulfillment—to bring clients’ brands to life in a uniquely powerful way.
Who do we do it for?
Any company or organization can benefit from the power of multisensory marketing. But we have a particularly strong affinity for technology companies, whose needs align well with our approach.
BRAND PILLARS
Engagement is our expertise.
Everything we do, every single day, serves a larger goal: To help our clients achieve engagement with target audiences in an increasingly distracted world.
People are our purpose.
We are, above all else, a human brand. Both within our walls and in our relationships with clients, we lead with empathy, kindness, and respect.
Trust is our top priority.
We are true to our word, no matter what. If we say it’ll be done by Tuesday, it will. If we say it won’t, that’s because we prize honesty over telling clients what they want to hear.
Quality is our conviction.
National and global companies trust us with their brands because they know we will meet their high standards every time, no matter what.
Service is our secret weapon.
We have a “do whatever it takes” credo when it comes to meeting client needs. Our fierce commitment to client service is the secret to our success.
SOCIAL MEDIA PROFILES
These social media icons can be used for LinkedIn, Twitter, Facebook, Pinterest, and Instagram profiles. Using the Tactive T + Logomark alone is acceptable because our business name will appear on these pages. We’ve provided additional options for you to use at your discretion.
FILE TYPES PROVIDED:
PRINT: .pdf and .eps
DIGITAL/WEB: .png (preferred) and .jpg
DOS AND DON’TS
CLEAR SPACE The clear space has been established to ensure logo visibility and impact. Maintaining the clear space zone between the logo and other graphic elements such as type, images, other logos, etc. ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements.
Never use the Color version of the logo on top of a color background. Color Reverse or White are acceptable options.
Never change the proportion of logomark to logotype. Please see previous pages for acceptable logo variations.
Never change the location of the logomark in relation to the full wordmark.
COLOR PALETTE
CMYK – 4-color process ink color build for professional/digital printing (RECOMMENDED FOR PRINT)
RGB – Digital color build for use on monitors and screens
HEX – Digital color build for use on the web P
MS – Pantone Matching System for professional/digital printing (will typically be converted to the CMYK equivalent)
TYPE FACES
* The Montserrat Alternates Bold font (which is used in your primary logo) should not be used in headline or body copy. Instead, use the regular Montserrat family. It’s far more reader-friendly, yet maintains a strong tie to your primary logo.
HEADLINE & BODY COPY EXAMPLE
Using the regular Montserrat font family.
Download our full style guide
Our brand guide is a direct representation of our brand’s story. Telling a clear, consistent, and compelling brand story is critical. This brand guide is a tool to help you bring our brand to (real) life!
It should be used as a training tool, a reference book, and, most of all, a marketing resource. When creating an ad, sponsoring an event, or doing a media interview, you can consult this guide to ensure our brand story is told with powerful clarity and consistency across all mediums.