Visual Identity
Primary Logo
Tandem X Visuals primary logo features bold uppercase letters, complemented by a strong icon, evoking a timeless appeal. Inspired by the original logo, the refined TX version exudes modernity, offering enhanced legibility through well-spaced design. The two letters, TX, achieve visual harmony, blending seamlessly together. The icon seamlessly complements the refined Fuji Sans typeface. Influenced by the golden hour’s enchantment, our color palette expertly harmonizes deep and light tones, evoking the radiant moments cherished in photography and video.
The primary logo should be used as a first priority when applying our brand logo. It should be used primarily on black with a golden hour coloured icon with white coloured text. It will fit and look best in horizontal compositions.
Primary Logo Variations
The primary logo offers a versatile range of eight iterations: gold reverse (with a gold icon and white type), dark reverse (featuring a dark icon and white type), white, black, gold, full-color, dark, and light. Given the choice, the gold reverse logo takes precedence over the dark reverse option. Furthermore, a white or lightcolored logo can be employed against colored backgrounds, provided ample contrast for optimal visibility.
Primary Logo Wide
The primary logo wide is an extension of our primary logo, displaying the full “Tandem X Visuals” wording. It shares the same eight color options as the primary logo and should be reserved for situations where the complete brand name is essential. This wide version is best suited for broad, horizontal spaces or designs.
Primary Logo Stack
The primary logo stack is an extension of our core logo, presenting “Tandem X” and “Visuals” stacked alongside the icon. It maintains the same eight color choices as the primary logo and should be employed when the complete brand name is required. This stacked version is most effective in horizontal or square spaces.
Secondary Logo
The secondary logo, a vertical stack of the icon and text, serves as our second logo choice. Ideal for Secondary vertical or narrow spaces, it complements our primary logo.
Secondary Logo Variations
The secondary logo encompasses eight versatile iterations: gold reverse (with a gold icon and white type), dark reverse (showcasing a dark icon and white type), white, black, gold, full-color, dark, and light. Similar to the primary version, the gold reverse logo is preferred over the dark reverse when options allow. Moreover, a white or light-colored logo may be used against colored backgrounds, ensuring visibility through sufficient contrast.
Secondary Logo Stack
The secondary logo stack is an extension of our vertical logo options, presenting “Tandem X” and “Visuals” stacked below the icon. It maintains the same eight color choices as the primary logo and should be employed when the complete brand name is required in vertical composition. This stacked version is most effective in vertical or square spaces.
Wordmark Logo
The wordmark logo is a reserved choice, best suited for audiences familiar with the Tandem X Visuals brand. Its use should be approached thoughtfully and selectively, taking into account the brand’s recognition.
Wordmark Logo Variations
The wordmark logo presents an array of five adaptable versions: white, black, gold, dark, and light. A white or light-colored logo can be utilized on colored backgrounds, ensuring clear visibility through effective contrast.
Wordmark Wide Variations
The wordmark wide logo offers five versatile versions: white, black, gold, dark, and light. Similarly, a white or light-colored logo can be employed on colored backgrounds, guaranteeing clear visibility with strong contrast when the full brand name needs to be conveyed.
Wordmark Stack Variations
The wordmark stack logo provides five versatile options: white, black, gold, dark, and light. Likewise, a logo in white or light hues can be applied against colored backgrounds, ensuring distinct visibility and robust contrast when communicating the full brand name.
Icon Variations
The secondary logo includes seven iterations: reverse (with a gold T and white X), white, black, gold, flare, dark, and light. A white or light-colored logo may be used against colored backgrounds, ensuring visibility through sufficient contrast.
Logo Guidelines
The following examples illustrate how the logo should not be used. These rules must be adhered to. The logo should always be placed with care to ensure a consistent, high quality look across your brand image.
Do not rotate the logo
Do not change the size of the logo elements
Do not use any special effects such as drop shadows or transparencies on the logo
Do not change the logos typeface
Do not recolour the logo; only use the provided colour variations
Do not scale the logo disproportionately
Colour
All elements throughout Tandem X Visuals’s brand will use this colour palette. Fade to black serves as the foundation of the Tandem X Visuals brand. Golden Hour is rich and luxurious complementary colour that may be used for backgrounds. Candlelight and Flare serve as the main accent colours and bring a sense of warmth, familiarity, trustworthiness and approachability to the brand colour palette.
Within the brand application, there should be clear colour hierarchy. At the bottom of the page you will find a chart identifying this hierarchy.
Palette
Fade to Black
CMYK
90 90 80 7
RGB
10 10 18
HEX
0A0A12
Pantone C
Black C
Golden Hour
CMYK
0 30 85 11
RGB
227 166 43
HEX
E3A62B
Pantone C
1235 C
Candlelight
CMYK
0 6 12 6
RGB
242 232 224
HEX
F2E8E0
Pantone C
7534 C
Flare
CMYK
0 70 80 20
RGB
204 70 38
HEX
CC4F26
Pantone C
1675 C
Hierarchy
Fade to Black
Golden Hour
Candlelight
Flare
Typography
Fuji Sans is a beautiful bold sans-serif grotesk. Its slightly condensed feature and structured curves make this font a perfect fit for those bold designs and brands. Fuji Sans may be purchased from Pangram Pangram Type Foundry or they have a version available to try for free with some publishing limitations and only two of the weights.
If your website or application requires an open source font that is available through Google Fonts, it is suitable to use Martel as an alternative, it is a very similar looking font to Fuji Sans and has a variety of weights available.
PRIMARY TYPEFACE
FUJI Sans
Headings and titles should be set as title case or uppercase.
Typography
Helvetica Neue is an iconic and robust sans-serif grotesque font with an elegantly condensed design and meticulously crafted curves. Its attributes make it an ideal choice for projects seeking bold and impactful aesthetics. Helvetica Neue may be purchased from My Fonts, and is available in single weights or family packages.
If your website or application requires an open source font that is available through Google Fonts, it is suitable to use Inter as an alternative, it is a very similar looking font to Helvetica Neue and has a variety of weights available.
PRIMARY TYPEFACE
Body copy should be set as sentence case.
File Formats
On this page and the next you will find a standard that can be referenced if there is uncertainty about which file type should be used online or in print. The logo folder containing all of Tandem X Visuals logos is also structured to help you choose the best logo possible for your needs. Using the correct file format is crucial to creating consistency in the Tandem X Visuals brand. Some formats are best suited for digital purposes while others are better suited for print. There are also formats better suited for when the logo needs to be scaled to a large size. In a few cases, some programs may not support a specific file format.
For the most part, each logo is available in four file types:
Ai is a vector-based file. It is resolution-independent meaning that it can be sized infinitely and will never become pixelated. When possible, the Ai version of the logo should be used; especially for print purposes. It should be noted that not all programs support Ai files.
EPS is a vector-based file. It is resolutionindependent meaning that it can be scaled infinitely and will never become pixelated. EPS files can be edited in any vector program. It should be noted that not all programs support EPS files.
JPG is a resolution-dependent file format meaning that it will become pixelated if scaled too large. The resolution of the CMYK files are 300 PPI, which is suitable for print. The resolution of the RGB files are 72 PPI, which is suitable for web. JPGs should only ever be placed on a white background as their backgrounds are not transparent.
PNG is a resolution-dependent file format meaning that it will become pixelated if scaled too large. The resolution of the RGB files are 72 PPI, which is suitable for web. PNGs may be placed on backgrounds other than white as their backgrounds are transparent.
Files
PRINT
For anything that will be printed, use the CMYK version of the logo. CMYK files have been placed in the PRINT Tandem X Visuals logo folder
WEB & DIGITAL
For web & digital, use the RGB version of the logo. Note that there may be colour shifts on various devices due to inconsistencies in monitor or screen calibration. RGB files have been placed in the WEB Tandem X Visuals logo folder. All logo files can be located in the Tandem X Visuals logo folder.
For more information on file formats refer to the text on the previous page or see the chart.
Contact Tandem X Visuals directly:
1911 Broad Street, Regina, SK. S4P 1Y1
info@tandemxvisuals.com