Resources

Brand Guidelines

The TAMS visual identity — open, and free for everyone to use.

The TAMS visual identity is built from the specification itself. The mark is four media segments across two timeline tracks, staggered so the negative space reads as a T. There are no curves, no gradients and no illustration — just simple shapes on a grid, which means it stays legible stamped at 16 pixels, printed in a single ink, or stitched into fabric.

The mark

The mark is drawn on a fixed 24 × 12 unit grid: two 5-unit tracks separated by a 2-unit gutter. The top track carries Playhead Amber; the bottom track carries the foreground colour — white on dark backgrounds, navy on light.

TAMS duotone mark in white and amber, for dark backgrounds
Duotone · on Control Navy
TAMS duotone mark in navy and amber, for light backgrounds
Duotone · on Paper
TAMS mark in solid white, for dark backgrounds
Mono white · on Control Navy
TAMS mark in solid navy, for light backgrounds
Mono navy · on Paper
  • Clearspace — keep clear space of at least one track height on all sides.
  • Minimum sizes — avatar at 48 / 32 / 24 px, favicon at 16 px. Below 24 px, use the mark inside its rounded navy tile, not the bare mark.
  • Single colour — where the duotone won’t work, use the single-colour mark in Signal White (on dark) or Control Navy (on light) only. Don’t recolour it in any other colour.

Lockup

The lockup pairs the mark with the Geist Bold wordmark — set side by side (horizontal) or above (stacked). Use the horizontal lockup by default; the stacked lockup suits square or narrow spaces. Like the mark, it comes in duotone and in single-colour white or navy.

TAMS horizontal duotone lockup in white and amber, for dark backgrounds
Horizontal · duotone · on Control Navy
TAMS horizontal duotone lockup in navy and amber, for light backgrounds
Horizontal · duotone · on Paper
TAMS stacked duotone lockup in white and amber, for dark backgrounds
Stacked · duotone · on Control Navy
TAMS stacked duotone lockup in navy and amber, for light backgrounds
Stacked · duotone · on Paper
TAMS horizontal lockup in solid white, for dark backgrounds
Horizontal · mono white · on Control Navy
TAMS horizontal lockup in solid navy, for light backgrounds
Horizontal · mono navy · on Paper

Colour

A broadcast-gallery navy with a single amber accent — the playhead. Amber is reserved for emphasis (the top track, cursors, links, highlights); never use it for body text or large fills.

Control Navy#141A28Primary background · ink on light.
Signal White#FFFFFFText on dark · UI surfaces.
Paper#F5F4F0Light backgrounds · documents.
Playhead Amber#E5A144Accent only · top track · links.

Typography

Geist for the wordmark, headlines, UI and body copy. IBM Plex Mono for anything machine-adjacent — endpoints, IDs, labels and timeranges. Both typefaces are under the SIL Open Font License.

Geist
Geist Bold
Geist Regular for body copy.
Aa Bb Cc Dd Ee — 0 1 2 3 4 5 6 7 8 9
wordmark · headlines · UI · body
IBM Plex Mono
IBM Plex Mono
GET /flows/{flowId}/segments
?timerange=[0:0_10:0)
descriptor · labels · code · timeranges

Download

Everything is open — no request form, no licence fee. The logo kit ships as SVG (outlined type, no fonts required) and transparent PNG. If you need a format that isn’t in the kit, open an issue on the TAMS repository and it’ll be added for everyone.