It’s often said that “business” is built on relationships. In Tennessee, we couldn’t agree more.

After all, it’s that first handshake that tells you everything you need to know about a person. The same is true for a brand. Without the proper introduction and representation, it is impossible to form a connection.

Our brand is more than an identity. It’s the visual voice of our organization. It encompasses our core values and it is reflective of the unmatched experience of doing business in Tennessee.

As the single most touch point of the Tennessee Department of Economic and Community Development, it is only proper that our brand work just as hard as our employees and partners across the world.

The approach defined within the brand style and identity guidelines ensures that promise.Together, we’ll establish a unified voice that makes TNECD familiar to any business.

Download the official TNECD Brand and Usage Guidelines or view the individual sections below. 

Primary logo

This is the face of economic development in Tennessee. It is a key element of our brand identity. It must always be displayed properly and consistently.

The preferred usage of the primary logo is the full-color version on a light background. The preferred application of this logo should appear where space is not limited and in communication channels where the audience is not familiar with TNECD.
A one-color reverse treatment is available for dark backgrounds where color is limited.

A one-color variation of the primary logo may only be used in applications where color is limited.

Two alternative versions of the TNECD logo are available for use in certain restricted situations.

Additionally, our secondary logo should only be used in instances when our primary logo does not fit into the space allowed. For example, if the space available meets neither medium nor clear space requirements, then the secondary logo should be used.

Our digital media logo is to be used in instances when neither the primary or secondary logos will be legible. For example, the digital media logo is appropriate for social media avatars and digital advertising.

A full-color and one-color version of each logo variation exists. These modified logos adhere to the same color and placement rules as the primary logo.



The logo must appear at least once on all external marketing and communications materials. It should be the fundamental and integral part of any design.

It must be correctly proportioned within the medium to fit the design layout. The logo must remain distinct from other design elements. As a result, a clear space is required to give the logo attention from competing elements. The clear space around the logo should be .25 inches on all sides for all printed materials.

For maximum legibility, the primary logo should never be reproduced to a width smaller than 2” or 80 pixels. When adapting the logo for the Web, be thoughtful about legibility and consider one of our modified logo variations.

Screen Shot 2014-01-02 at 3.19.09 PM.png


Always allow at least half the logo height around all four sides for accurate logo spacing.
Screen Shot 2014-01-02 at 3.19.15 PM.png


Always allow at least half the logo height around all four sides for accurate logo spacing.
Screen Shot 2014-01-02 at 3.19.24 PM.png


Always allow at least half the logo height around all four sides for accurate logo spacing.

Our logo should always be used in a simplified manner. Please refrain from the following:

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  • Do not remove parts of the logo.
  • Do not compress or expand the logo.
  • Do no tilt or rotate the logo.
  • Do not reverse or mirror the logo.
  • Do not outline or stroke the logo.
  • Do not change the color of the logo.
  • Do not put the logo in a shape.
  • Do not add elements to the logo.

There’s nothing subtle about momentum.

As a result, It is only fitting that our brand colors are equally reflective of Tennessee’s business climate. The color red has long represented energy and innovation. The color black is bold, established and denotes strength and authority.

Together, this distinct color palate reinforces our world-class reputation for economic success. Engine Red and Charcoal are our primary colors. These colors should be used most frequently in all design layouts.
Screen Shot 2014-01-02 at 3.28.42 PM.png

PMS: 1795U

C:11, M:97, Y:100, K:2

R:212 G:42 B:39

HEX: #d42a27

Screen Shot 2014-01-02 at 3.28.55 PM.png

PMS: Cool Gray 11 U

C:64, M:58, Y:56, K:35

R:81 G:79 B:80

HEX: #514f50

Screen Shot 2014-01-02 at 3.29.01 PM.png

C:0, M:0, Y:0, K:0

R:255 G:255 B:255

HEX: #ffffff

Consistency plays an invaluable role in upholding the equity of our brand and our level of professionalism. As such, it is crucial that our name be used properly throughout all communications.

It is imperative to pay careful attention to type formatting such as uppercase versus lower case and character spacing. After all, if we neglect our brand down to the simplest written form, how can we expect to differentiate ourselves among other states? To the right is the application of our brand in written form.


“Tennessee Department of Economic and Community Development”

  • Never substitute “and” for “&” in written form
  • Use in legal documents, official statements, proposals and any business development correspondence



  • Never include a character space with the acronymn
  • TNECD must always appear in uppercase treatment
  • The remainder of the URL must appear in lowercase
  • URLs must never appear with “www.” preceding
  • Use in all marketing and communication channels



• Set in Arial 12pt.,

• Hex color: #000000

• Name should appear in bold.

• Email address should be set in lower case type

• URLs should be hyperlinked properly

• Never embed images within an email signature including the TNECD logo

Sample email signature

Click image to download a formatted email signature example