Brand Guidelines
The TESS brand, engineered.
The "TESS" name, the TESS logo, symbol, and wordmark are property of TESS. These guidelines help partners, customers, developers, and press use our marks correctly. When in doubt, keep it monochrome and leave the mark alone.
Voice & Tone
Calm. Capable. Professional. Editorial.
TESS speaks like a senior operator, not a hype machine. Clear over clever, specific over vague, confident without shouting. The same restraint that shapes the writing shapes the identity.
Our Mark
The symbol
The five-second test: can a partner tell it's TESS at thumb size? The mark is engineered — flat fill, monochrome, no effects. Leave it alone.
Clearspace: X = height of the symbol ÷ 2
Optically centered — not mathematically
Logomark
The lockup
The primary lockup pairs the symbol with the wordmark at a fixed ratio. Two use cases only: black on white, white on black. Maximum contrast, minimum noise. No brand-color tints — monochrome, always.
Clearspace: X = cap height of the wordmark
Don'ts
If you have to ask, it's a don't.
Never alter the scale, proportions, or color of the marks. The identity is engineered — these are the most common ways it gets broken.
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Permission
How to use our logos
You may use the TESS marks to accurately reference TESS and its services, following these guidelines and our usage terms.
Do
- Use the marks only when they directly relate to TESS and its services.
- Use the marks exactly as provided, and acknowledge that they belong to TESS.
- Keep the established clearspace and monochrome rules on every surface.
- Follow these brand guidelines and the usage terms below.
Don't
- Use the marks without permission or outside our usage terms.
- Misrepresent your relationship with TESS or imply endorsement.
- Display our marks more prominently than your own.
- Modify the marks or incorporate them into your own logo or branding.
Co-branding
Partner lockups
Partner lockups pair the TESS mark with the partner's wordmark, optically aligned and separated by a hairline. Both marks stay monochrome and share a balanced height. Never mix palettes.
Partner
Typography
Three typefaces, three jobs
DM Sans, DM Mono, and DM Serif Display do everything. Sans carries the voice, Mono handles eyebrows and meta, and Serif Italic is reserved for editorial quotes.
- Headline
- DM Sans Bold
- H2
- DM Sans Medium
- Body
- DM Sans Regular
- CTA
- DM Sans Semibold
- Quotes
- DM Serif Display Italic
- Small
- DM Mono Regular
Assets
Download the brand assets
By downloading these assets you agree to use the TESS marks in line with these guidelines and the usage terms below.
Full brand pack
Logo, symbol, and favicon — SVG and PNG, light and dark.
Logomark (symbol + wordmark)
Symbol (mark only)
Contact & Usage Terms
Questions about using our marks?
For permission requests, co-branding approvals, press assets, or questions about these guidelines, contact us at [email protected].
The term "Marks" includes anything we use to identify our goods or services — names, logos, icons, and design elements. By using the TESS Marks you agree that we own them and that any goodwill from your use benefits us. Permission is limited as follows:
- Only use our Marks in a way that follows these brand guidelines.
- Permission is non-exclusive and non-transferable.
- Do not feature our Marks more prominently than your own company's name or marks.
- We may update these guidelines, and your usage must follow updates within a reasonable time.
- We may review your use of our Marks and require changes, or terminate permission at any time.