This guide provides the foundation from which to create TC Energy branded materials. It is intended to ensure that our brand shows up in a cohesive way, but also offers professional designers the flexibility to use their discretion to continue to find new and engaging ways of using brand elements to tell our story.
Our voice is made up of the words we choose to say, across content and contexts — and how we say them. The language we use — and the tone in which we use it — will work synergistically to create a consistent and compelling TC Energy Brand voice.
Thoughtful: We understand the challenges our world faces, and we are always in search of solutions. As such, we are open-minded, curious, and engaged.
Approachable: Our work can be complex and technical, but we should always strive for a conversational tone. We never want to intimidate or create confusion with insider jargon.When TC Energy speaks, it must be crisp, clear and able to create a comfortable dialogue with anyone.
Optimistic: The business we are in is the business of possibility. We believe big challenges create even bigger opportunities. And that when we do our jobs to the best of our ability, the world is better for it.
Ad copy 1
What if we could capture carbon before it’s emitted?
Pump hydro power up to keep costs down? And re-route natural gas to where it’s needed most?
We’ve got answers.
Ad copy 2
How might we deliver Natural Gas when and where it’s needed most?
By analyzing system wide data and modeling millions of scenarios to re-route in real time.
Energy problem solved.
Although by itself our logo is not a brand, it is an at-a-glance snapshot designed to trigger recognition of who TC Energy is and what we represent. Part of any logo’s strength and effectiveness comes from its consistent repetition.
Full logo. This version should be used in most instances to ensure brand recognition, as long as space permits.
Maximizes legibility and recognizability in smaller spaces. It also serves as a visual shortcut to the brand in a modern way to build memory structures to consumers.
It is important that the space around the TC Energy logo or emblem is not encroached upon in order to provide breathing room for the logo to stand out.
Using the width of one of the two emblem components will ensure that the safe space is always relative to the size of the logo.
The full logo should always be legible, so it should never be less than the minimum size. If it is not possible to avoid such a small size, use the emblem instead.
Use the emblem when you are unable to make the width of the full logo at least 150px.
Use the emblem when you are unable to make the width of the full logo at least 1.125in.
Our logo must always be presented in a single colour.
This is the preference when placing our logo on very light backgrounds.
This is the preference when placing our logo on dark backgrounds or photos.
Use this for greyscale design or print.
Avoid using the logo in these ways.
Do not stretch or skew the logo or emblem
Do not use low-contrast colour combinations
Do not rotate the logo on an angle
Do not outline the logo
Do not change the placement of the emblem
Do not overlap logo elements
We operate in three countries – Canada, the United States and Mexico, so it is important that we use the most appropriate logo for each audience.
The default variation for audiences with an English language preference or when the audience language preference is unknown. Used primarily in the U.S. and the English-speaking parts of Canada.
The default variation for audiences with a Spanish language preference. Used primarily in Mexico.
The default variation for audiences with a French language preference. Used primarily in French-speaking Canada.
Blue is a sign of stability and reliability. It also projects an image of security and a sense of orderly professionalism. The vibrancy of TCE Blue gives the brand a touch of modernity and newness that stands out and differentiates itself from the sea of sameness in the category.
Note: Pantone should be used in all instances where possible
Our secondary colour palette is to be used sparingly to enhance and compliment the primary colous used. These colours are particularly useful for background textures and bringing attention to a specific part of the design and should always be used very intentionally.
To be used for digital only with graphs and charts if it is not possible to present data clearly with primary and secondary colours.
Our primary colours should make up the largest percentage of our branded materials, with other colours used for background elements, accents or calls to action. This does not necessarily mean that every piece of creative needs to follow this weighting, but that collectively, this should be a fairly accurate representation of the weighting of the colours used.
There must always be sufficient contrast between text and the background it’s placed on. The following combinations pass WCAG 2.0 accessibility standards, so can be considered safe to use.
An open and inviting typeface family. Its slightly rounded corners have a warm and welcoming feel that’s clean and modern. Terrific for headlines that stand out and body copy that’s highly legible.
Weights: Regular, Semibold and Bold
At TC Energy, we ask questions that lead to solutions for the world’s biggest energy problems. Like, how do we dynamically move natural gas to where it’s needed most? How do we capture carbon before it’s even emitted? And how do we help transition North America to cleaner, more sustainable energy?
A powerful and meticulously crafted typeface Inspired by the aesthetics of robotics and machines. It’s a font suited for the future of technology which is reminiscent of the goals at TCEnergy. Its unique qualities grabs your attention and is a perfect contrast to the open and inviting qualities of Praxis Next.
Medium and Ultrabold (uppercase only)
Rolling out fonts to thousands of machines and servers across our company is both difficult and cost prohibitive. We therefore recommend the closest Windows system font to Praxis Next – Calibri -- for everyday use in applications such as Microsoft Office.
Light, Regular and Bold
Net zero means achieving an overall balance where our operations have eliminated Scope 1 and 2 GHG emissions on a net basis by 2050. This means we have removed or offset emissions through abatement activities and/or the use of carbon credits.
Born from the brand’s emblem, we want to create a set of icons that are unique to TC Energy. Implementing subtle cues to strengthen brand awareness, we’ll incorporate the same angled cut found in the brand’s emblem into the rings that house the icons. The icons themselves use a basic single line, single colour, hollow icon style with rounded corners.
We establish a cropping area for our icon’s frame by using the angles between the gaps in the TC Energy Emblem.
After drawing an outlined circle, we remove two of the areas (top and bottom) that fall into the crop area.
Line thickness of icons should always be consistent. At a size of 100px x 100px, the icon should have a 3px stroke and the frame a 5px stroke. Strokes must then be outlined to ensure that the icons scale up and down while maintaining the same line thickness relative to the icon size.
Since it is impossible to account for all content that we would like an icon to represent, we will continue to build this library as new categories or items arise. Use these as a guide when creating new icons.
Lifestyle photography should feel determined, solution oriented, emotional, playful and as authentic as possible. Incorporating interesting angles and perspectives while showing depth supports our Energy Problem Solvers narrative. Overly posed shots should be avoided.
Landscape photography should provide a sense of vast scale and depth that represent humans using energy. Taken from unique perspectives and angles. It should be rich and saturated. Avoid tropes such as models looking off into the distance.
We apply a crop to images that’s truly distinctive for the brand. Giving the brand a technical and sleek look that’s striking and stands out in the category. This must be used intentionally in a way that makes sense for the surrounding content.
The dot grid provides an additional design device, allowing designers to build consistent visual indicators to compliment the creative’s messaging.
Our pipelines traverse thousands of kilometers over three countries, and the terrain and geology are part of the fabric of our business. We use topography patterns as a subtle nod to these.
While abstract in nature, these elements represent the fluidity and ever-changing nature of our business. The particle style speaks to the numerous components that come together to form a complete solution.