T-Mobile

Official Websites

• https://www.t-mobile.com
• https://www.telekom.de

Brand Guidelines

2022

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

Revenue History

Operating Income History

Net Profit History

Employees History