Brand Guidelines
This site is a guide to the brand communication style for TCP Analytical. It explains what our brand stands for, how it is expressed, and how the creative elements fit together in all our communications. By identifying and adhering to these brand standards, we will be able to effectively market our broad portfolio of services and products and showcase our distinctiveness to our customers and distributors
Our goal is to keep existing customers happy while avoiding confusion as new companies and personnel are added to the mix. Using established and consistent brand guidelines will:
Clarify brand positioning and messaging
Provide structure and opportunities for future products or services
Increase brand value by establishing clarity between companies, divisions, products, and services
TCP Analytical - Who We Are
TCP Analytical is dedicated to making research and production simpler, faster, and more reliable through a focused portfolio of chemical, research reagents, and laboratory product companies in the USA & Canada. Our brands are supporting research and discovery in virtually every industry by delivering innovative custom solutions, reliable performance, and exceptional customer service. Learn more at www.tcpanalytical.com.
Vision
To improve scientific outcomes through customer-driven excellence. When we do our best, we are more effective in supporting the industries we serve.
Mission
To combine strategic assets and shared visions with deep industry knowledge and operational expertise to expand and amplify the capabilities of our brands.
Promise
Expertise you can trust, service you can depend on, products that perform
Download a PDF of our full brand guidelines by clicking here.
To illustrate the Brand at Work please use the link below to view a sampling of branded marketing elements for Reagents. Click here to view.
TCP Analytical Brand Assets
All existing materials pertaining to the TCP Analytical brands are available via these links. To access the entire Brand Toolkit folder, click here.
Logos
Individual logos can be downloaded as high-resolution .png files (300 dpi) or .pdf files.
If you require original vector art please email marketing@tcpanalytical.com.
Icons and Graphic Devices
A brand hero image has been assigned to each brand. In addition, each brand has a unique “icon”. These items can be used for promotional and marketing materials.
Informational Flyers
Informational flyers for each brand, industry specific flyers, product specific flyers, and other branded flyers are available on Dropbox. For print ready PDF files and custom collateral requests please email marketing@tcpanalytical.com.
Email signatures
For brand consistency, please use our new standard email signature as shown in the Brand Guidelines. Users need to configure Outlook Express on their local machines by copying and pasting the template and typing your contact information over the text. Please do not add any additional language or images to the email signature.
Letterhead
Digital letterheads in Microsoft Word have been created for each brand. If you require printed letterhead, a print-ready PDF file has also been provided.
Presentations
Powerpoint templates (16:9 widescreen) have been created for each brand.
Promotional items and swag
We encourage brands to be creative with the production of promotional and swag items as long as the logo and icon usage meets the standards outlined in the brand guidelines.
FAQs
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Our company name is inspired by the life and legacy of Ted C. Pulkownik, Co-Founder of SilverMill, LLC and visionary of the TCP Analytical platform. At our core, we are driven by Ted’s vision to build a distinctive life sciences company by melding deep industry knowledge and operational expertise. We celebrate Ted’s personal brand and signature “TCP” as a mark of leadership, integrity, and resolve. Our company vision and mission honors these same principals of quality and performance in everything we do.
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As current supplies of print materials are exhausted, plan to apply the new brand elements in the next cycle for refreshment. Digital channels, including social media, can be updated immediately.
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For existing promotional items, brochures, etc., that carry old branding, there is no need to discard these. Please update the materials at a natural point of replenishment. The expectation is that all new materials fully follow the refreshed brand standards.
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When the portfolio brand logos are grouped they should be presented equally, and always appear in single color (white) against their assigned color block background.
When brand logos appear on their own they should be in the full color version.
The first mention on a page or document should always be the logo with the lock up “Part of TCP Analytical” - either the color block, or the bar version.
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The corporate brand font for TCP Analytical is Foundry Context. If you do not have that font on your system. the Ariel font family can be used. If you require the Foundry font for a specific reason email marketing@tcpanalytical.com.
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As you are approaching then end of your current business card supply, please email marketing@tcpanalytical.com to order new cards. Please allow about two weeks lead time to get the cards in-hand.
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New logos, colors, and language will be implemented on all websites. Right now, each website will continue to operate as its own entity. Other additional enhancements may be made to some websites to improve product offerings and customer experience.
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Third party platforms using our branding or selling our products may need updated logos. Please communicate with that platform as to what materials are needed for a branding update.
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Right now, all of these logo and branding instances will not change. In the coming months unified wall art and policy posters will be available for distribution. Requests for materials can be made to marketing@tcpanalytical.com.
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Be creative and have fun with promotional and swag items but always adhere to the brand guidelines provided.
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We have formally introduced key customers, partners, and suppliers to the TCP Analytical family of brands with an email and FAQ information sheet.
Please click here to download a PDF of the document should you wish to share with your own contacts.
We have reassured customers that key “Touch Points” for individual brands will not be changed, so customers will experience the same excellent support, product development and customer relationships they have come to rely on.
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Always refer first to the standards published here as they are updated regularly.
Click here to download a PDF of the current brand guidelines.
These brand guidelines were strategically established based on the needs and requirements of all the companies that make up TCP Analytical. By adhering to these guidelines, we unite our brands under one clean, consistent look that establishes us as a unified front to our customers and competitors. It eliminates confusion for customers and gives us legitimacy in the industry. As we continue to grow and learn about the future of TCP Analytical, we will continue to expand our guidelines so that everyone’s needs are met.
