Metro by T-Mobile

Official Websites

• https://www.metrobyt-mobile.com
• https://metropcs.com

Brand Guidelines

2020

Brand Summary

Mission

• Metro champions the self-made, supporting those who hustle and strive for success. The brand aims to empower customers to rule their day and thrive, not just survive, by providing tools and support for their modern, self-made stories and triumphs [^1].

Core Values

• focus
• determination
• swagger
• authenticity
• optimism
• ambition
• craftiness
• confidence
• pride
• earned power
• comfort
• functionality
• lived-in luxury

Target Audience

• Individuals who are self-made, focused, savvy, and determined. The brand targets customers who value empowerment, authenticity, and the ability to control their own success [^2].

Personality Traits

• proud
• confident
• optimistic
• ambitious
• crafty
• swagger
• authentic
• comfortable
• luxurious (but functional)
• powerful (but earned)
• lived-in

Visual Identity Overview

• Metro’s visual identity centers on bold use of Metro Purple, white, and Metro Gold, with clean, modern typography (TT Norms), prominent logo usage, and dynamic visual elements like the Metro Magnet and Throne. Photography is authentic, empowering, and customer-focused, with layouts emphasizing clarity, movement, and empowerment [^3].

Categories

Brand Voice

• The Metro Visual Tone Is: PROUD not vain CONFIDENT not pretentious OPTIMISTIC not ignorant AMBITIOUS not unrealistic CRAFTY not devious SWAGGER not arrogant AUTHENTIC not exploitative

Brand Imagery

• Photography should elevate and empower our customers in their natural, authentic environment. Customers will always be front and center in the composition. They should sit proudly or stand with a relaxed and confident posture in a way that feels comfortable to them.
• The camera angle should always be slightly lower in order for our customers to look heroic.
• It is preferred the photos feel as if they have been shot with film. This makes Metro portraits feel authentic and ownable.
• Choose photos with natural lighting so our protagonist and the environment appear rich in color.
• Choose photos with real, authentic environments-not constructed sets or studios.
• Environments should show our customers’ slice-of-life moments, where they are ruling their day.
• Environments should be varied and diverse. There should be imperfections and quirks in the environments that make it feel real and believable.
• Choose photos with backgrounds that give context to the location.
• Backgrounds should be natural, simple, and not distract attention from our customer.
• Try to keep clutter to a minimum.
• Other people can be present, but should not distract from the customer.
• Choose photos shot from straight on, or a lower angle to our hero talent.
• Customers are confidently seated or standing in the center of the composition.
• Phone should always be present but not in use.
• Camera is never angled down at the subject.
• Avoid environments that are bland, boring, or lacking authentic personality. The environment will have character but won’t be so complex as to distract from the main hero.
• Avoid images where person is posed in unnatural or “proper” ways.
• Avoid showing people taking part in frivolous or non-focused poses or actions.
• Avoid overly “smiley” or overly “happy” faces. Target is focused and determined.
• Avoid fake/manufactured/staged backgrounds and environments.

Color Palette

• Primary Palette The primary color palette is Metro Purple, white is primarily used for text with a highlight color of Metro Gold.
• Secondary Palette The secondary color palette adds tone and depth to the brand palette. These allow us to be a purple brand, but with variety.
• Please ensure the correct color values are being used in both RGB and CMYK color spaces.
• HERO Metro Purple C:80 M:100 Y:0 K:30 R:70 G:25 B:110 Hex #46196E PMS 2627C
• SECONDARY White C0 M0 Y0 K0 R255 G255 B255 Hex #FFFFFF
• HIGHLIGHT Metro Gold C:0 M:45 Y:95 K:0 R:250 G:157 B:40 Hex #FA9D28 PMS 2011C
• TERTIARY Royal Purple C:70 M:90 Y:0 K:0 R:110 G:50 B:160 Hex #6E32A0 PMS 7678C
• Orchid Purple C:50 M:65 Y:0 K:0 R:150 G:70 B:195 Hex #9646C3 PMS 2080C
• ADDITIONAL Metro Gold (Screen) R227 G117 B1 Hex #E37501
• PLEASE NOTE: The Metro Gold (Screen) should only be used for digital purposes when gold is represented on a white background to create more contrast.
• MONOCHROMATIC PALETTE White C0 M0 Y0 K0 R255 G255 B255 Hex #FFFFFF Black C0 M0 Y0 K100 R0 G0 B0 Hex #000000
• T-Mobile Magenta C0 M100 Y0 K0 R226 G0 B116 Hex #E20074 PMS Process Magenta
• PLEASE NOTE: This color is NOT for creative use, only for logo signature.
• Metro is a purple brand, primarily using Metro Purple, with a highlight color of Metro Gold.
• Please take into consideration the proportion of Metro Purple in use when deciding colorways.
• PROPORTION OF USE HERO METRO PURPLE The majority of communication should be in Metro Purple.
• SECONDARY WHITE Used primarily in text.
• TERTIARY ROYAL & ORCHID PURPLES Used as supporting colors
• HIGHLIGHT COLOR METRO GOLD The highlight color is used within headlines and our brand property.
• The primary colorway of Metro Purple background with white copy should be used in most situations.
• Tertiary colorways of Royal and Orchid Purples should be used as supportive colors. For example, changing the background from Metro Purple to a tertiary color for visual interest in an animation or digital banner. Tertiary backgrounds should primarily be used in motion/ animation/broadcast for variation.

Typography

• Our brand typeface is TT Norms. It is a robust sans serif typeface that is effective in large or small sizes on screen and in print.
• It comes in a variety of weights that enable its dynamic use across the brand. All weights can and should be used depending on the creative for maximum flexibility.
• Each individual at an agency or external group using or installing TT Norms is required to register for a license.
• The Content Management team has licenses available for TT Norms. Do not urchase the font directl . To request access, send names and email addresses to tma @t-mobile.com.
• For legal, use Arial at the minimum point size required by each medium’s legal requirements.
• To help with messaging hierarchy, please use the following combination of colors for headlines.
• When part of the message needs to be featured, pull this out using Metro Gold.
• When showing a feature color on white in digital spaces, use Metro Gold (screen). For print, use the standard Metro Gold.
• In some cases, the feature color needs to be reversed to white. For example, if it is a shorter copy option and the white pops more while Metro Gold falls back, then the feature color must be shifted to white.
• HEADLINE: •White FEATURE COLOR: •Metro Gold SUB TEXT: •White FEATURE COLOR: •White SUB TEXT COLOR: •Metro Gold
• On occasions when feature text needs EXTRA EMPHASIS, we can format this in uppercase. This is often the case with a small online ad: the entire headline may be in all uppercase letters.
• A delineator can be used to break up information in a lockup, while keeping it visually united. The best way to determine the width of the delineator is to match it to one third the width of the thickest stem in the copy information.
• Most headlines are designed using TT Norms -Bold and in Sentence Case. Shorter Headlines, Plan or Offer Information can be in upper case and typically use TT Norms -Extra Bold. Price points are designed with TT Norms -Black.
• PLAN INFO: • TT Norms -Extra Bold • All Caps • Color split between Metro Gold and white to highlight part of information
• OFFER INFORMATION: • TT Norms -Extra Bold •All Caps
• PRICE POINT: • TT Norms -Black • All Caps • Metro Gold
• The delineator utilizes about one third the width of the thickest copy stem in the copy information

Logo Usage

• The Metro logo is made up of the Metro brand name supported with the signature “by T-Mobile.” The Comma symbol links the two together by emerging from behind the “m.”
• This is our primary logo. Our logo must be visible on every communication we create. The White and Magenta logo on Metro Purple is the preferred colorway.
• 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”).
• Please always use supplied artwork and do not alter in any way.
• 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® or TM 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.
• Our logo has been supplied in the following colorways. The four-colored versions are for primary use and should be used whenever possible. In some cases where the print or image quality is uncertain, Magenta might not reproduce as sharply as desired. In those cases, the all-white version of the logo should be used to ensure maximum readability. For limited cases, when a logo needs to appear on top of a sponsorship background of contrasting color or footage, use the all-white logo. The monochrome versions are for limited use when one-color printing is required.

Tone And Messaging

• The Metro Visual Tone Is: PROUD not vain CONFIDENT not pretentious OPTIMISTIC not ignorant AMBITIOUS not unrealistic CRAFTY not devious SWAGGER not arrogant AUTHENTIC not exploitative
• Photography should elevate and empower our customers in their natural, authentic environment. Customers will always be front and center in the composition. They should sit proudly or stand with a relaxed and confident posture in a way that feels comfortable to them.
• The camera angle should always be slightly lower in order for our customers to look heroic.
• It is preferred the photos feel as if they have been shot with film. This makes Metro portraits feel authentic and ownable.
• • Camera is never angled down at the subject. • Avoid environments that are bland, boring, or lacking authentic personality. The environment will have character but won’t be so complex as to distract from the main hero. • Avoid images where person is posed in unnatural or “proper” ways. • Avoid showing people taking part in frivolous or non-focused poses or actions. • Avoid overly “smiley” or overly “happy” faces. Target is focused and determined. • Avoid fake/manufactured/staged backgrounds and environments.
• We believe in our customers. We believe in their abilities. And we believe in our ability to deliver the tools they need to make their lives extraordinary. We celebrate their modern, self-made stories. Their triumphs. Their hustle. All the times they have overcome and outperformed. Because at Metro, we don’t want our customers to merely survive. We want them to thrive. So we’re putting our customers where they belong – in a literal seat of power – to demonstrate how Metro can positively impact their lives, hour by hour, day by day, right from the palm of their hand. With Metro by T-Mobile, customers rule their day, wherever it takes them.
• The Metro Throne is an iconic symbol of power occupied by those who rule. It is used to represent the feeling our customers get when they use Metro. The feeling of control over any situation. The feeling of power and autonomy. The ability to rule their day, no matter what. It’s a physical manifestation of these feelings that is only seen by the viewers and is never addressed by characters within actual Metro marketing pieces. The Metro Throne is a device used to elevate our customers, but is not associated with literal feelings of wealth and class differentiation. It is a seat occupied by people who rule; not by royalty. And most importantly, people who occupy the throne don’t rule Metro, they rule their day.
• The Throne is: COMFORTABLE not LA-Z-BOY LUXURIOUS not opulent FUNCTIONAL not superfluous POWERFUL not authoritative EARNED not anointed LIVED IN not pristine THRONE not chair

Brand Values

• We are champions of the self-made. Those who get after it and get it done without hesitation.
• They’re focused. They’re able. And they’re incredibly savvy.
• Inspired by their hustle, we do all we can to help them hustle harder. When they grind, we’re there. With the same focus, determination, and swag as them. Because when they succeed, we succeed.
• We believe in our customers. We believe in their abilities. And we believe in our ability to deliver the tools they need to make their lives extraordinary.
• We celebrate their modern, self-made stories. Their triumphs. Their hustle. All the times they have overcome and outperformed.
• Because at Metro, we don’t want our customers to merely survive. We want them to thrive.
• So we’re putting our customers where they belong – in a literal seat of power – to demonstrate how Metro can positively impact their lives, hour by hour, day by day, right from the palm of their hand.
• With Metro by T-Mobile, customers rule their day, wherever it takes them.
• The Metro Throne is an iconic symbol of power occupied by those who rule. It is used to represent the feeling our customers get when they use Metro.
• The feeling of control over any situation. The feeling of power and autonomy. The ability to rule their day, no matter what.
• It’s a physical manifestation of these feelings that is only seen by the viewers and is never addressed by characters within actual Metro marketing pieces.
• The Metro Throne is a device used to elevate our customers, but is not associated with literal feelings of wealth and class differentiation.
• It is a seat occupied by people who rule; not by royalty.
• And most importantly, people who occupy the throne don’t rule Metro, they rule their day.
• The Throne is: COMFORTABLE not LA-Z-BOY LUXURIOUS not opulent FUNCTIONAL not superfluous POWERFUL not authoritative EARNED not anointed LIVED IN not pristine THRONE not chair
• The Metro Visual Tone Is: PROUD not vain CONFIDENT not pretentious OPTIMISTIC not ignorant AMBITIOUS not unrealistic CRAFTY not devious SWAGGER not arrogant AUTHENTIC not exploitative

Visual Style

• The Metro logo is made up of the Metro brand name supported with the signature “by T-Mobile.” The Comma symbol links the two together by emerging from behind the “m.” Vertical Logo (PREFERRED) This is our primary logo. Our logo must be visible on every communication we create. The White and Magenta logo on Metro Purple is the preferred colorway. USE OF ® 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”). Please always use supplied artwork and do not alter in any way. 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 ® or TM 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.
• Our logo has been supplied in the following colorways. The four-colored versions are for primary use and should be used whenever possible. In some cases where the print or image quality is uncertain, Magenta might not reproduce as sharply as desired. In those cases, the all-white version of the logo should be used to ensure maximum readability. For limited cases, when a logo needs to appear on top of a sponsorship background of contrasting color or footage, use the all-white logo. The monochrome versions are for limited use when one-color printing is required.

Iconography

• The Metro Magnet has more swagger than a chevron, and more energy than an arrow. It has pull, power, and purpose. And it’s uniquely Metro. It’s always moving forward. Directing attention to what’s next. Seeking out the best option. Owning the future. And helping you Rule Your Day.
• The new Metro Magnet has a more sophisticated and symmetrical shape. The previous magnet had a very pointed tip in front, with tapered incurvate front edges, more angled in the front than in the back. The new Magnet 2.0 has a more consistent and modern design. The right point of the magnet is mirrored from the left, creating a bold, eye-catching graphic. But the shape does more than provide visual interest. It also emphasizes and creates a feeling of forward movement.
• The new Metro Magnet’s symmetrical shape creates an ease of use in animations, keyhole layouts, and as a container for copy.
• Magnets should only be used in the Metro Signature Brand Colors and not altered in any way.
• Stacked magnets add more depth and visual interest. Use the Metro Purple & Orchid Stack for additional brand color or when the image or footage is dark as the Orchid Purple in the stack can provide more contrast between the Metro Purple Magnet and the dark image or footage. Use approved stacked magnet files.
• Magnets should always appear in one of the signature brand colors.
• In animations, magnets move forward across the screen, left to right. They wipe the last frame and introduce the next.
• Magnets may be enlarged to-scale to create a container for copy.
• Magnets can be used to create a keyhole through which we view photography.
• Magnets may create a solid background for text, frames, and supers.
• Here are examples of how and why to use them: Magnets should always appear in one of the signature brand colors.
• Do NOT use the magnet to create other shapes.
• DO NOT use the magnet as a bullet point.
• DO NOT use retired versions of the magnet or retired magnet design elements, including flocks or formations of multiple magnets.
• DO NOT move/animate magnets from right to left or from top to bottom. DO NOT use left-facing magnets.
• DO NOT extend the magnet shape.
• DO NOT alter approved magnets by changing the color or adding strokes or shadows.

Layout And Composition

• To 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 horizontal length of the crossbar in the letter “t” from the word “metro”. That horizontal length is the clearance measurement on all sides of the logo.
• The minimum width of the logo is one inch for print or 100 pixels for web applications.
• In instances where four-colored logo is used in small reproductions, please switch to the all-white logo to ensure readability. One inch for print or 100 pixels for web applications.
• Please follow these guidelines closely and avoid placing the logo in situations where it is altered beyond its original supplied form.
• DO NOT ROTATE
• DO NOT ALTER PROPORTIONS
• DO NOT USE OTHER COLORS OR GRADIENTS
• DO NOT SEPARATE ELEMENTS
• DO NOT CHANGE T-MOBILE SIGNATURE POSITION OR SIZE.
• DO NOT STROKE OR OUTLINE LOGOS
• DO NOT ALTER LOGO FOR OTHER PURPOSES OR NEW LOCKUPS
• DO NOT USE DROP SHADOWS
• DO NOT USE UNAUTHORIZED BACKGROUND COLORS
• In cases where logo needs to appear on sponsorship background, use all white logo on contrasting color
• DO NOT USE TWO-COLOR LOGO ON NON-WHITE BACKGROUNDS
• The “Metro” wordmark should be used as the base for any alignment decisions.
• LEFT | When aligning text to the left, the stem of the “m” should be used as the anchor point. The Comma design element should hang slightly to the left.
• RIGHT | When aligning text to the right, the “o” should be used as the anchor point. The trademark symbol should hang slightly to the right.
• CENTER | When center-aligning text, the rules above should be used as the anchor points for each side of the copy: “m” for the left and “o” for the right, the Comma and registration symbol slightly hanging to the sides.
• BOTTOM | When aligning text to the bottom, the “metro” wordmark should serve as the baseline. The Comma symbol and “by T-Mobile” signature should hang to the bottom.
• LINE UP TYPE TO THE M
• LINE UP TYPE TO THE O
• LINE UP TYPE TO THE M AND THE O
• LINE UP TYPE TO BASELINE WITH METRO

Co Branding

• In cases of brand partnership, you may need a lockup of the Metro logo with another brand logo.
• Here is an example of Metro brand assets paired with or arranged with respect to clear areas. Note that partnership lockups follow the spacing rules outlined on page 8 of this document.
• Logo sheet templates and examples for creating these lockups can be found HERE.
• Layout instructions and design elements such as the logo and delineator are contained in the linked document.

Motion Graphics

• Tertiary backgrounds should primarily be used in motion/ animation/broadcast for variation.
• Magnets move forward across the screen from left to right, wiping the footage or last super to create a clean space for additional copy to animate on.
• Broadcast example of magnet motion
• Digital animation example of magnets in motion
• po Nor move/animate magnets from right to jet or from top to bottom. DO NOT use left-facing magnets.

Digital Guidelines

• The minimum width of the logo is one inch for print or 100 pixels for web applications.
• In instances where four-colored logo is used in small reproductions, please switch to the all-white logo to ensure readability. One inch for print or 100 pixels for web applications.
• Use all-white logo against purple backgrounds on smaller applications.
• The Metro Gold (Screen) should only be used for digital purposes when gold is represented on a white background to create more contrast.
• When showing a feature color on white in digital spaces, use Metro Gold (screen). For print, use the standard Metro Gold.
• The Metro Gold CTA should only be used for digital purposes.

Print Guidelines

• The minimum width of the logo is one inch for print or 100 pixels for web applications.
• In instances where four-colored logo is used in small reproductions, please switch to the all-white logo to ensure readability. One inch for print or 100 pixels for web applications.
• Our brand typeface is TT Norms. It is a robust sans serif typeface that is effective in large or small sizes on screen and in print.
• For legal, use Arial at the minimum point size required by each medium’s legal requirements.
• When showing a feature color on white in digital spaces, use Metro Gold (screen). For print, use the standard Metro Gold.

2018

Brand Summary

Mission

• To empower early adopters and savvy customers, known as ‘The Outsmarters,’ by providing a better option in mobile services, reflecting drive, direction, and smart choices.

Core Values

• innovation
• savvy
• drive
• direction
• magnetism
• smart choices

Target Audience

• Early adopters, customers who are always looking for a better option, active individuals on the move, and those exploring new surroundings or using transport.

Personality Traits

• energetic
• dynamic
• smart
• magnetic
• modern
• bold

Visual Identity Overview

• The brand identity is centered around a vibrant purple palette with Metro Gold highlights, dynamic magnet-inspired graphic properties, bold sans-serif typography (TT Norms), and a clean, modern logo. Visuals emphasize movement, magnetism, and clarity, with consistent use of purple tones, abstract shapes, and purposeful iconography.

Categories

Brand Imagery

• Our visual brand identity can reflect our customer. Because being smart attracts others. We can depict the magnetism that draws followers.
• We can take the comma form found in our logo as the starting point to create something that has more meaning. Giving us the Metro Magnet.
• Through repetition we can create something powerful. A magnetic force. By using the same Magnet shape, multiple formations can be made. One example is shown here.
• We can break down the Magnet brand property into three groups. These will be discussed further on the following pages. 1. MAGNET 2. MAGNET FORMATION 3. MAGNET FLOW
• In its simplest form, the magnet can be used solo, becoming a useful pointer. Two versions have been supplied: 1. MAGNET-FOR PRINT This version is distinguishable by its flat color. 2. MAGNET-FOR DIGITAL This version has a gradient in the purple section of the magnet. This gives an element of subtlety that lends itself to digital use.
• By repeating the magnet form, we can create formations. These create a dynamic graphic property that can interact with text and imagery. Magnets should always have a purpose. Pointing and leading the eye to areas of importance, featured products, key words and/or price points. The following three designs have been supplied for use.
• The Magnet Flow uses the magnet formations in a more three dimensional way. Altering perspective to make the formation recede into pictorial space. 1. MAGNET FLOW-SOLID This version uses solid, flat color. This can be used to create depth. 2. MAGNET FLOW - PHOTOGRAPHIC This version uses blur to create a point of focus. Suitable for photographic application, interacting with the subject within the image.
• The brand property has been supplied in the following color options. PRIMARY This version is for primary use. SECONDARY The following colorways can be used to add variety and dial up and down the subtly when required.
• On hero or campaign photography our brand property can be applied to interact with the content of the image. Please use the ‘MAGNET FLOW - PHOTOGRAPHIC’ version of the brand property.

Color Palette

• The primary color palette is Deep Metro Purple with a highlight color of Metro Gold.
• The secondary color palette adds tone and depth to the brand palette. These allow us to be a purple brand, but with variety.
• T-Mobile, the T-Mobile logo and the color magenta may only be used as nominative elements in the Metro logo. Do not use any of these elements - in particular, the color magenta - in any other creative.
• Please ensure the right color values are being used in both RBG and CMYK color spaces.
• Deep Metro Purple: C80 M100 Y0 K30, R70 G25 B110, Hex #46196e, PMS 269C
• Metro Gold: C0 M45 Y95 K0, R250 G157 B40, Hex #FA9D28, PMS 144C | 130U
• ADDITIONAL Metro Gold (Screen) R227 G117 B1 Hex #E37501
• White Black C0 M0 Y0 K0 C0 M0 Y0 K100 R255 G255 B255 R0 G0 B0 Hex #FFFFFF Hex #000000
• Royal Metro Purple: C70 M90 Y0 K0, R110 G50 B160, Hex #6E32A0, PMS 266C
• Orchid Metro Purple: C50 M65 Y0 K0, R150 G70 B195, Hex #9646C3, PMS 265C
• T-Mobile Magenta: C0 M100 Y0 K0, R226 G0 B116, Hex #E20074, PMS Process Magenta
• The following color is NOT for creative use, only for logo signature.
• Metro is a purple brand, primarily using Deep Metro Purple, with a highlight color of Metro Gold.
• Please take into consideration the proportion of Deep Metro Purple in use when deciding colorways.
• The majority of communication should be in Deep Metro Purple.
• White can be used to add variety.
• Royal Metro Purple, Orchid Metro Purple can be used as supporting colors.
• The highlight color is used within headlines and our brand property.
• Metro Gold is NOT to be used as a background color.
• Gradient background colors should not be used.

Typography

• Our brand typeface is TT Norms. It is a robust sans serif typeface that is effective at large or small sizes on screen and in print.
• It comes in a variety of weights that enable its dynamic use across the brand.
• TT Norms can be purchased here: https://www.linotype.com/5537101/ tt-norms-family.html
• Each individual at an agency or external group using or installing TT Norms is required to register for a license. Please ensure you have purchased the appropriate licence before use.
• For legal, use TT Norms Regular at the minimum point size required by each medium’s legal requitements. If not available, please use Helvetica.
• To help with messaging hierarchy, please use the following approach for headline font use.
• When there is part of the message that needs featuring, we pull this out in white.
• When showing a feature color on white we use Metro Gold.
• An alternative to this is Royal Metro Purple.
• The following examples are for headline use. Body text, price messaging and online use is being explored.
• HEADLINE: • TT Norms -Bold • Sentence case • Metro Gold
• FEATURE COLOR: • White
• SUB TEXT: • TT Norms -Bold • Sentence case
• On occasions where text needs extra emphasis, we can format this in upper case.
• Price information is also shown in upper case to help separate this from body text.
• FEATURE TEXT • Upper case
• PRICE INFORMATION • Upper case
• To maintain legibility, please use the following colorways when applying text.
• Indicates preferred colorways, for maximum legibility. With preference being Metro Gold and White on Deep Purple.
• Shown here are suitable colorways for key pieces of communication.

Logo Usage

• The Metro logo is made up of the Metro brand name, supported with the signature “by T-Mobile”.
• This is our primary logo. Our logo must be visible on every communication we create.
• To maintain legibility, the reduced size “m” may be used. Our primary logo is always preferred.
• 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.
• 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.
• Our logo has been supplied in the following colorways.
• White 4-color logo -for Purple backgrounds
• 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.
• Metro Deep Purple 4-color logo -for White backgrounds
• White logo -for monochrome use
• Black logo -ONLY for monochrome use
• To 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” vertical­ly. The bottom part needs to be cheated down a minimal part in order to visually center the logo.
• The minimum width of the logo is 1" for print or 72 pixels for web applications.
• The “metro” wordmark should be used as the base for any alignment decisions.
• When aligning text to the left, the stem of the “m” should be used as the anchor point. The Comma symbol should hang slightly to the left.
• When aligning text to the right, the “o” should be used as the anchor point. The trademark symbol should hang slightly to the right.
• When aligning text to the bottom, the “metro” wordmark should serve as the baseline. The Comma symbol and “by T-Mobile” signature should hang to the bottom.

Tone And Messaging

• Our tagline “THAT’S GENIUS!” aligns with the brand strategy of The Outsmarters – our customer. They are the early adopters, smart enough to see the better option.
• The tagline must: • Be in upper case • Include an ‘!’ • Finish with a ‘TM’ placed to the upper right of the exclamation point .
• Our tagline is to be used on campaign communications.
• Tagline should NOT be used anywhere in Metro Stores.
• Please use the supplied artwork and do not recreate.
• When using our tagline within text, please follow the guidance shown here. • Bold • Upper case …ipsum dolor sit THAT’S GENIUS!™ • Regular • Upper case
• Our tag line should sit opposite the Metro logo on a horizontal axis.
• The size is based on the height of the tag line being half the height of the “o” in the Metro logo.
• The minimum distance between the Metro logo and the tag line is the length of the Metro logo.
• More exploration is to be done for use in smaller scale.

Visual Style

• Please always use supplied artwork and do not alter in any way.
• 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.
• Our logo has been supplied in the following colorways. White 4-color logo -for Purple backgrounds 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. Metro Deep Purple 4-color logo -for White backgrounds White logo -for monochrome use Black logo -ONLY for monochrome use
• To 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” vertical­ly. The bottom part needs to be cheated down a minimal part in order to visually center the logo.
• The minimum width of the logo is 1" for print or 72 pixels for web applications.
• The “metro” wordmark should be used as the base for any alignment decisions.
• When aligning text to the left, the stem of the “m” should be used as the anchor point. The Comma symbol should hang slightly to the left.
• When aligning text to the right, the “o” should be used as the anchor point. The trademark symbol should hang slightly to the right.
• When aligning text to the bottom, the “metro” wordmark should serve as the baseline. The Comma symbol and “by T-Mobile” signature should hang to the bottom.
• Our brand typeface is TT Norms. It is a robust sans serif typeface that is effective at large or small sizes on screen and in print. It comes in a variety of weights that enable its dynamic use across the brand. TT Norms can be purchased here: https://www.linotype.com/5537101/ tt-norms-family.html Each individual at an agency or external group using or installing TT Norms is required to register for a license. Please ensure you have purchased the appropriate licence before use. For legal, use TT Norms Regular at the minimum point size required by each medium’s legal requitements. If not available, please use Helvetica.
• To help with messaging hierarchy, please use the following approach for headline font use. When there is part of the message that needs featuring, we pull this out in white. When showing a feature color on white we use Metro Gold. An alternative to this is Royal Metro Purple.
• On occasions where text needs extra emphasis, we can format this in upper case. Price information is also shown in upper case to help separate this from body text.
• To maintain legibility, please use the following colorways when applying text. PREFERRED Indicates preferred colorways, for maximum legibility. With preference being Metro Gold and White on Deep Purple.
• The primary color palette is Deep Metro Purple with a highlight color of Metro Gold. The secondary color palette adds tone and depth to the brand palette. These allow us to be a purple brand, but with variety. Please ensure the right color values are being used in both RBG and CMYK color spaces.
• Metro is a purple brand, primarily using Deep Metro Purple, with a highlight color of Metro Gold. Please take into consideration the proportion of Deep Metro Purple in use when deciding colorways.
• The majority of communication should be in Deep Metro Purple.
• White can be used to add variety.
• Royal Metro Purple, Orchid Metro Purple can be used as supporting colors.
• The highlight color is used within headlines and our brand property. Metro Gold is NOT to be used as a background color. Gradient background colors should not be used.

Iconography

• Our hero iconography are created around the key form that originates in the Metro logo. By using this detail, we create a set that is ownable to Metro. Examples are shown here.
• Please use the following colorways when creating your icons.

Layout And Composition

• To 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” vertical­ly. The bottom part needs to be cheated down a minimal part in order to visually center the logo.
• The minimum width of the logo is 1" for print or 72 pixels for web applications.
• The “metro” wordmark should be used as the base for any alignment decisions.
• When aligning text to the left, the stem of the “m” should be used as the anchor point. The Comma symbol should hang slightly to the left.
• When aligning text to the right, the “o” should be used as the anchor point. The trademark symbol should hang slightly to the right.
• When aligning text to the bottom, the “metro” wordmark should serve as the baseline. The Comma symbol and “by T-Mobile” signature should hang to the bottom.
• Our tag line should sit opposite the Metro logo on a horizontal axis.
• The size is based on the height of the tag line being half the height of the “o” in the Metro logo.
• The minimum distance between the Metro logo and the tag line is the length of the Metro logo.

Price Graphic

• To highlight our price messaging, a Metro price graphic is available to use. Prev info can be shown in upper case.
• There is flexibility to alter the shape of the price graphic to allow for variations in tariff information.
• In Adobe Illustrator, use the direct selection tool to select the two points you wish to reduce/extend.
• :y reducing/extending horizontally and vertically, the correct shape can be found to frame the text.

Additional Properties