BRAND

GUIDELINES
MAY 2023
TE CONNECTIVITY TABLE OF CONTENTS

01 Building an Industrial 07 Podcast: Connected World

Technology Brand • Our Approach to Podcasting
• Brand Architecture • Production Consistency
• Customer Value Proposition • Content Guide
• Brand Voice & Tone • Visual Style

02 Brand Identity • Social Media Promotion

• Logo 08 Templates
• Tagline • Presentation
• Typography • Collateral
• Colors • Email Headers

03 Headline Graphic • Stationary

• Specifications 09 Brand Channels

• Elements • Advertising

04 Photography • Digital

• Engineers • Spatial & Facility

• Industry • Merchandise

• Product 10 Additional Resources

05 Illustration • Guidelines

• Graphic Elements • Assets & Resources

• Icons

06 Video
• Generic End Card
• Campaign End Card
• Adding Subtitles

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01 BUILDING AN
INDUSTRIAL TECHNOLOGY BRAND
TE Connectivity (TE) is a global industrial technology leader of highly engineered connectivity
and sensor solutions. Every day, we provide the critical connections inside the products
that are changing the world – making these safer, greener, smarter, and more connected.
TE CONNECTIVITY BUILDING AND INDUSTRIAL TECHNOLOGY BRAND

Brand Architecture

The TE Connectivity brand is our “hero” brand

and the centerpiece of our brand architecture.

Goals
• Build and strengthen the TE Connectivity brand
• Leverage the TE brand to increase visibility of acquired brands’ capabilities
• Build TE Connectivity brand equity through acquired brands
• Create a consistent customer brand experience through
Extraordinary Customer Experience (ECE)

Guiding Principles
• M&A brand framework uses strategic complexity and brand strength
as key transition criteria
• Product names from acquisitions are an important part of our customer
experience and typically continue after an acquisition
• Business unit marketing leader owns the brand process
• This framework is ideally discussed with the M&A target prior to deal announcement

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TE CONNECTIVITY BUILDING AND INDUSTRIAL TECHNOLOGY BRAND

Brand Architecture Brand Framework

M&A BRAND FRAMEWORK
Who We Are, What We Do, What We Stand For, and
Plotting the strategic complexity and equity
of the acquisition leads to how the brand fits What Makes us Different.
within the larger organization.
Read more (TE Internal).
PURPOSE
We create a safer, sustainable, productive and connected future

VALUES
Integrity • Accountability • Teamwork • Innovation

BRAND POSITIONING
TE Connectivity advances industrial technology through collaboration
and connectivity believing that every connection has the power to create
something bigger, empowering engineers to move the world forward.

BRAND PROMISE TAGLINE

Empower engineers to solve problems, moving the world forward
EVERY
CONNECTION
CORE COMPETENCE COUNTS
Provide sensor and connectivity solutions for our increasingly
connected world

CUSTOMER VALUE PROPOSITION (CVP)

Technology Expertise, Design to Production and Co-Creation

BRAND ROLE PERSONALITY VOICE TONE

Catalyst for change • Substantive • Expert True to voice
• Relatable • Conversational and contextually
• Big thinker • Plainspoken variable by
• Empowering • Humble audience, situation,
• Personal medium, and
local culture.

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TE CONNECTIVITY BUILDING AND INDUSTRIAL TECHNOLOGY BRAND

Brand Architecture Boilerplate

THIRD PARTY USE PERMISSION All press releases, trade show booklets, and other official descriptions of TE should use
Third-party use of TE’s name, logo or endorsement our approved boilerplate. Please check the Marketing Hangout for translations and the
in a press release, case study, advertisement or promotion
atest boilerplate version:
is not permitted. If there is some tangible benefit to TE,
the specific use of should be explained and submitted
for approval.
ABOUT TE CONNECTIVITY
Requests to use the TE Connectivity name or logo can be
TE Connectivity is a global industrial technology leader creating a safer, sustainable,
approved by a BU Marketing Lead/VP. Other requests,
such as for endorsements in a press release, case study, productive, and connected future. Our broad range of connectivity and sensor solutions,
advertisement or promotion including impromptu proven in the harshest environments, enable advancements in transportation, industrial
interviews), need to be approved by our CMO. applications, medical technology, energy, data communications, and the home. With more
Requesting company should contact their TE than 85,000 employees, including over 8,000 engineers, working alongside customers in
representative and request them to submit the approximately 140 countries, TE ensures that EVERY CONNECTION COUNTS. Learn more
third-party use permission request (TE Internal). at www.te.com and on LinkedIn, Facebook, WeChat and Twitter.
View more details about the third-party branding
process (TE Internal).

Tagline

“EVERY CONNECTION COUNTS” is TE Connectivity’s platform for marketing our value

to our customers, investors, employees, and prospects. We want prospects, partners, and
customers to understand all the ways TE enables connectivity and how the products we
design and manufacture touch every aspect of people’s lives. Creating and strengthening
connections is what we do at TE. Our products protect connections, enhance the flow of
connections, and literally connect one thing to another. Our world is “always on” and relies
on connectivity to power the connections we use every day. From making fiber connections
to the home faster, smarter, and more precise, to making cars safe, green, and connected,
TE creates the solutions that enable people worldwide to rely on the products they use
every day. At TE, EVERY CONNECTION COUNTS.

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TE CONNECTIVITY BUILDING AND INDUSTRIAL TECHNOLOGY BRAND

Customer Value Connectivity is the belief inspiring everything we do. As a global technology leader, we
conceive, design, and manufacture smart connectors, sensors, antennas, and electronic
Proposition (CVP) components in a world in which every industry is being fundamentally disrupted and
transformed by connected things.
HOW TO USE THE VALUE PROPOSITION TE Connectivity creates a safer, sustainable, productive, and connected future by delivering
• Messaging guide for marketing, sales, and breakthrough industrial technology expertise in highly engineered sensors and connectors.
communication materials. The (CVP) is validated through engineering segmentation research, and will be reinforced
across marketing campaigns and consumer touchpoints.
• Evaluation tool for sponsorships, events and
programs (ex: assess alignment of a program
to the CVP).
• Source for themes, keywords, or other areas TECHNOLOGY EXPERTISE
related to the strategy of the company. As an industrial technology leader in sensors and connectors, TE is driving a more connected
future within high-growth technology applications. Our depth and breadth of proven
products are highly engineered and designed to work everywhere with precision mechanical
packaging. TE is committed to advancing engineering research, development, and expertise
to lead industrial technology long into the future.

DESIGN TO PRODUCTION
TECHNOLOGY DESIGN TO
We make what we design. By combining engineering excellence and global manufacturing
EXPERTISE PRODUCTION
scale, TE is able to take on the operational complexity for our customers. Our relentless
focus on uncompromising quality and continuous improvement enables engineers and
CONNECTIVITY
entrepreneurs to bring their solutions to market faster with more cost efficiency.

CO-CREATION
We’re committed to collaborative co-creation alongside customers to advance ideation and
CO-CREATION inventive application. TE works closely with innovation leaders and technology entrepreneurs
through engineer-to-engineer relationships and our digital resources with a shared pursuit of
long-term roadmap development. Together, we engineer transformative technology moving
humanity forward.

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TE CONNECTIVITY BUILDING AND INDUSTRIAL TECHNOLOGY BRAND

Brand Voice & Tone Brand Promise

Brand-building communications inform our Empower engineers to solve problems, moving the world forward.
audiences, demonstrate our expertise, and
To that end, the role we play is catalyst for change.
strengthen awareness of TE as a leader and
innovator in connectivity and sensor solutions. We provide a transformative spark — contributing expertise, equipping solutions,
empowering people, expanding thoughts, and sharing stories — that advances their journey.
Messages that demonstrate our Brand
Promise with consistency in voice, tone,
and quality provide a differentiating and
distinct Brand experience.
Personality Attributes

SUBSTANTIVE RELATABLE
Expert, confident, serious, articulate, Approachable, friendly, accessible,
smart, curious, aware, skillful, reliable, plainspoken, modest, conversational,
rigorous, professional, concrete. modern, collegial.

Not arrogant, superior, or boastful. Not irreverent or juvenile.

THINKS BIG EMPOWERING

Inspiring, optimistic, convening, creative, Passionate, supportive, driven,
imaginative, influential, open, moving, championing, generative, explaining,
inclusive, risk-willing. equipping, advancing, loyal.

Not abstract or dreamy. Not controlling or commanding.

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TE CONNECTIVITY BUILDING AND INDUSTRIAL TECHNOLOGY BRAND

Brand Voice & Tone Voice

HELPFULLY EXPERT
We speak as a peer partner contributing expertise, supported by facts. We’re respectful and
never condescending or authoritarian. We offer expertise to equip and empower the change
our customers create for their customers.

PROFESSIONALLY CONVERSATIONAL
Our language is professional and conversational, not impersonally formal nor best-friend
casual. It’s straightforward and modern. Never flippant, slang, or irreverent.

CONCISELY PLAINSPOKEN
We use simple, direct language, and aggressively edit ourselves, respectful of our audience’s
time. Short sentences. Avoid jargon. No clichés or slang.

CONFIDENTLY HUMBLE
We’re confident in our value and capability, but let them speak for themselves. We don’t
boast or boss. We have the humility to continually earn respect and trust. We live up to and
lend our expertise, leading the way, convening like minds, and proactively advancing dialog.

EMPATHETICALLY PERSONAL
We are people talking to people. We communicate with awareness of our audience and
sensitivity to context. We use personal pronouns: you, we, us, our. We reflect the imperatives,
aspirations, and ambitions of our customers.

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TE CONNECTIVITY BUILDING AND INDUSTRIAL TECHNOLOGY BRAND

Brand Voice & Tone Tone

Personality and voice are constants. Tone should vary.
Adjusting your tone means you’re sensitive to what your audience needs. Think about
your interactions with people throughout your day. Your personality and way of thinking
stays the same. You adjust your tone depending on where and to whom you’re talking.
You talk to a colleague, customer, best friend, or stranger in different ways. That’s
calibrating your tone for context.
Tone adjustments extend to local cultures as well. The business language norm in Germany is
more formal than in the United States, so the German tone should incorporate that difference
when content is translated. Social posts in WeChat are more abbreviated and familiar than on
LinkedIn or Facebook. The tone of social posts should change for each of those channels.

Message Quality
Credibility is the core of high-quality communications, through which we establish our
integrity and authenticity. We establish ourselves as a credible source of information when:
• We deliver accurate, relevant information and strive to communicate complex ideas
clearly and concisely.
• Our messages provide unique insight on topics relevant to our customers’ concerns.
• We align with our customer value proposition (CVP), demonstrate our expertise, and
consider the context and needs of each communication’s unique audience.

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02 BRAND
IDENTITY
The following pages provide a detailed look at the various TE brand elements
that define our company’s visual identity.
TE CONNECTIVITY BRAND IDENTITY

Logo THE TE TAB

Our logo is the cornerstone of our visual

identity as a company and is used on almost
all TE materials. It functions as the visual
shorthand for our brand – our distinctive mark
in the world.
The TE tab is a combination of an orange
stamp, a unique symbol and wordmark for our
name. Our name and tab support our unrivaled
position as a global leader in
enabling connectivity.

OUR SYMBOL
The movement of the streaks in the symbol reflects
the dynamism of our company and our commitment
to delivering the expertise, innovation and customer
collaboration that enable a connected world. Stamp Our Symbol Our Name/Wordmark

OUR NAME/WORDMARK
Our name is displayed in the logo in italic letters,
conveying the pace and dynamism of our business. Included in the TE Connectivity logo suite are two configurations:

STAMP
Orange is a strong and confident color that both defines
and differentiates us in the market. The orange rectangular
stamp, in specific proportion to the combined symbol and
name/wordmark that sit on top, provides a bold anchor
wherever it appears.
THE TAB LOGO THE LOCKUP LOGO
Primary Secondary
The preferred appearance is the The lockup logo, which omits the tab, should be used in
tab logo, which should be used the rare circumstance where use of the tab is impossible.
in all applications and media In cases where there is need to dial up orange for visual
whenever possible. impact, particularly in events or tradeshows, the white
lock up logo is to be used.

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TE CONNECTIVITY BRAND IDENTITY

Logo APPROVED TAB LOGOS

The strongest protection we can give our logo

is to use it consistently and correctly. Variations
in use can eventually cause confusion, loss of
recognition in the public arena and subsequent
loss of our legal trademark protection. TAB LOGO ORANGE TAB LOGO BLACK Note: No such version of the TE
Always use approved master artwork for The orange version of the For situations where the use tab logo exists where the tab is
TE Connectivity logo should of color is restricted, the black white and letters are in orange.
our tab — do not re-create. Approved logo
be used whenever possible. version of the logo may be used. It should never be created or used.
variations and exceptions are shown
on this page.

EXCEPTIONS
EXCEPTIONS
The exceptions shown here are designed to allow the best
possible use of the logo in specialized media where the
logo cannot be reproduced as is or where size limitations
would make “connectivity” illegible.

The exceptions are for use by professional communicators

and graphic artists, and should never be substituted for
the approved TE tab logo in routine communications. LOGO WITHOUT SOCIAL MEDIA LOGO SOCIAL MEDIA AVATAR
‘CONNECTIVITY’ WITHOUT ‘CONNECTIVITY’ The avatar should only be used
This logo should only be used This logo should be used to digitally for social channels.
FILE FORMAT
for small applications where minimize text and simplify for
EPS (vector): Use for highest quality reproduction in offset “connectivity” would be illegible. legibility across social channels.
and digital print, and special applications.

JPG (raster): High compression with no transparency

support; for digital use including PowerPoint and Word.

PNG (raster): Little to no compression with transparency

support; for digital use including PowerPoint and Word.

COLOR SPACE The black version should only EMBROIDERY/MERCHANDISE

Use CMYK Process or Pantone Spot for printed material. be used for small monochrome This lockup logo should only
applications/product stamping. be used for embroidery and
Use RGB or HEX for all digital/online use.
merchandise when the use of
the tab is impossible.
Any exceptions require an approval by the Global Brand
team. TE users can submit a request online on myTE.

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TE CONNECTIVITY BRAND IDENTITY

Logo EXTERIOR CLEAR SPACE INTERIOR CLEAR SPACE

X X .75X X
CLEAR SPACE
Exterior Clear Space X X
1.25X 1.25X
The exterior clear space is defined as X on all sides, with X
being 1/2 the width of a hash mark in the logo. The exterior
clear space should be increased when possible.

Interior Clear Space

X X
The interior clear space is defined as X on the right and
bottom, 1.25X on the top and .75X on the left. The versions X X .75X X
of the logo which omit the tab use these measurements
for their exterior clear space.

MINIMUM SIZE MINIMUM SIZE FOR TAB LOGO MINIMUM SIZE FOR LOCKUP LOGO
Tab
.2875 in.
The minimum size for the tab logo is .5625” high when .5625 in. or 7.3025 mm
used in print and 74px high when used digitally. or 14.2875 mm or 38 px
Lockup or 74 px
The minimum size for the lockup logo is .2875” high
when used in print and 38px high when used digitally.

Embroidery
MINIMUM RECOMMENDED SIZE MINIMUM SIZE FOR
The minimum size for the embroidery logo is
FOR EMBROIDERY ENGRAVING/ETCHING
2.75 - 3” wide.

Engraving/Etching 2.75 - 3 in. or 69.85 - 76.2 mm 1.5 in. or 38.1 mm

The minimum size for the engraving and etching logo
is 1.5” wide.

NOTE
Resolutions can vary greatly between devices therefore
ensure to test for readability.

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TE CONNECTIVITY BRAND IDENTITY

Logo Guidelines
WHAT NOT TO DO WITH THE LOGO • Avoid sub-brand or internal logos, including graphics, illustrations and visual stylizations,
The examples shown on the next page illustrate some, that include and/or alienate the TE logo.
but not all, unacceptable uses of the TE logo. Always use
• Avoid the use of “TE” in the name of your program, event or communication name
approved artwork.
(e.g., opt for “Department Newsletter” over “TE Department Newsletter”).
Do NOT use any part of our logo to create a sub-brand or
internal logo. The logo tab must be used as shown on the • Do not highlight or stylize “TE” in the name your program, event or communication.
previous pages and never altered in anyway. It devalues • If you include the TE Connectivity logo on your communication, use only the approved
the strength of our brand equity.
TE logo.
It’s also important to ensure that the TE brand and
logo are not “competing” with other logos and names • Keep the name of the program, department, event or communication visually and
whenever possible. conceptually separate from the TE Connectivity logo (e.g., on opposite sides of a header;
in different corners of a document).
CUSTOMIZED LOGOS PROHIBITED
The creation of logos for internal departments, websites,
trademarks and products is prohibited. As an optional If you are unsure whether your text treatments, headings, images or themes constitute a prohibited logo, please
approach to help your department, group or event contact the Global Brand team. TE users can submit a request online on myTE.
standout, the use of text treatments is recommended.

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TE CONNECTIVITY BRAND IDENTITY

Examples: What NOT to do with the TE logo

DEPARTMENT NAME

Do not reposition the symbol or use it separately. Do not replace the logo symbol Do not add text to the logo.
with any other icon or illustration.

Do not make the logo any color other than prescribed. Do not replace the orange tab When scaling, do not distort
with a photograph or texture. the original proportions.

Do not distort or change the shape the logo. Do not add a drop shadow to the tab or the text.

Be mindful of resolution. Do not use low resolution or blurry files. Do not add any elements to the TE logo. 16
TE CONNECTIVITY BRAND IDENTITY

Logo How to Bleed the Tab Logo

1. When the logo is positioned at the bottom,
use the Direct Selection tool to select the
bottom left and right anchor points of the
orange stamp.
2. When positioned at the top, use the Direct
Selection tool to select the top left and right
anchor points.
3. Once the anchor points are selected, extend
the orange stamp downwards if placed at
the bottom or upwards if placed on the top.
Select bottom anchor points
4. Extend the orange stamp beyond the and extend downwards

artboard to a minimum bleed size of 0.125”.

5. It’s important to note this customization only
applies for creating the bleed and the logo
should NOT be used elsewhere with this
extension of the orange stamp.

Minimum
0.125 in.

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TE CONNECTIVITY BRAND IDENTITY

Tagline HORIZONTAL VERSION COLOR PALETTE

EVERY CONNECTION COUNTS

EVERY CONNECTION COUNTS is TE’s tagline,
positioning TE as an industrial tech leader.
We want prospects, partners and customers EVERY CONNECTION COUNTS
to understand all the ways TE enables
connectivity and how the products we design
and manufacture affect their lives. Because EVERY CONNECTION COUNTS
everything we do and make is to move
humanity forward, we are reinforcing that
every connection counts.

APPEARANCE VERTICAL VERSION

As an important element of our visual branding, the

tagline should have a consistent, specific appearance. EVERY EVERY EVERY
Whether using the art file or type, the tagline has only two CONNECTION CONNECTION CONNECTION
versions: horizontal and vertical/stacked. Use the version COUNTS COUNTS COUNTS
that is most appropriate within a layout.
In a color application the use of TE orange is
preferred; however, TE gray and white (reversed)
are also acceptable.
Always use upper case and do not add a period at the end. CLEAR SPACE AROUND THE TAGLINE
Please use the tagline only in English, do not translate.
In black-and-white printing (such as newsprint), a black 2x 2x
version of the tagline should be used.
EVERY CONNECTION COUNTS x x EVERY
PROPER USE
CONNECTION
Include the tagline on corporate communications
COUNTS
whenever practical.
Do not use the tagline on routine office documents or
internal memos, or where it will compete with other
To maintain the integrity of the tagline as a branding element, a minimum area of clear space must be
important information like a document title.
maintained to separate it from any other elements, such as text, graphics or colored shapes.
No other tagline should be associated with the company.
The clear space is also the minimum distance to page or screen edges.

NOTE The minimum clear space (x) around the TE tagline is defined as twice the height of the letters (2x).

Gotham Black type is acceptable for the tagline

in exhibits considering the available space and
for visual impact.
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TE CONNECTIVITY BRAND IDENTITY

Logo & Tagline DIGITAL BANNER

The TE Connectivity logo and tagline are the

backbone of the brand, and should be used in
a consistent way across all materials.
The TE Connectivity logo and tagline are
designed to work in all advertising applications,
which feature full color photography. Together,
they are intended to be an end or signoff to
the headline message that culminates in the
corporate tagline. This should be used in all
advertising communications.
PRINT

PLACEMENT IN ADS
The TE tab should be positioned in one of the 4 corners,
using the appropriate clear space and bleed as identified
in the logo section of this document and as shown in the
examples to the right. The preferred location is right upper
or right lower.

The tagline should appear in compliance with guidelines

presented on the previous page detailing tagline usage.
The tagline is not mandatory or is not required, but is
preferred when possible.

Any exceptions require an approval by the Global Brand

team. TE users can submit a request online on myTE.

Example placement of tagline on bottom

of advertisement or poster.

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TE CONNECTIVITY BRAND IDENTITY

Typography PRINT CHINESE

GOTHAM GOTHAM 方正兰亭黑 - FZLanTingHeiS

Gotham is our corporate font and is used as the primary Black HEADLINE BOLD: EB-GB HEADLINE, CAPTION
branding font for all printed materials through all levels
of text hierarchy: headlines, introductory text, body text
BOLD HEADLINE REGULAR: DB-GB HEADLINE, CAPTION
and captions. Gotham should be used for any non-HTML MEDIUM SUBHEAD LIGHT: R-GB BODY COPY
digital text, including digital ads, headers and similar.* BOOK BODY COPY LIGHT: EL-GB BODY COPY
LIGHT CAPTIONS TE China has contracted the proprietary FZLanTingHeiS font.
AVENIR
For questions regarding FZLanTingHeiS font contact the China
Avenir is the primary HTML font for all digital text Marketing team.

including TE.com, and for all other external use, as it

closely mimics Gotham online.
DIGITAL JAPANESE
Arial is a HTML digital font and a substitute for Avenir for
use in Emailers and Newsletters.
AVENIR
HIND BLACK HEADLINE
Hind is a HTML digital font and a substitute for Avenir for
HEAVY SUBHEAD
use in internal sites only.
MEDIUM Body Copy
FZLANTINGGHEIS (CHINESE) Caption
FZLanTingHeiS is the primary Chinese font for all print Link
and HTML/digital text. ROMAN CALL OUTS
TE Japan has contracted the proprietary Shin Go font. Design teams
with no license of the Shin Go font please use Adobe font Noto Sans
SHIN GO (JAPANESE) CJK (included in any Adobe CC license).

Shin Go is the primary Japanese font for all print and

HTML/digital text. As the license is limited, design teams
Typography should be set flush left, ragged right with normal letter spacing. Large-sized type, such as in
with no license please use Adobe Noto Sans CJK.
headings or where a strongly typographic treatment is used, should be kerned as needed. Do not alter any type
by expanding or condensing it or substitute other typefaces, no matter how similar they may appear.
ARIAL & CALIBRI
Arial should be used for PowerPoint presentations. Arial
or Calibri can be used for electronic communications
* TE has contracted the proprietary Gotham font from Hoefler-Frere Jones, Incorporated (HFJ) and can only be installed
and media such as email correspondence and Word on a limited number of computers within TE.
documents but should never appear in printed pieces. Only TE graphics professionals engaged in producing company-sanctioned catalogs, brochures, banners, signage, etc.,
using licensed versions of design applications such as Adobe Photoshop/Illustrator and InDesign should request this
font and will be provided access.
Outside vendors such as advertising agencies, printers, desktop publishers, exhibit houses, etc., who need these fonts to
If you have any questions, contact the Global Brand team. work on TE projects will need to purchase licenses to use these fonts from HFJ at www.typography.com.
TE users can submit a request online on myTE.

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TE CONNECTIVITY BRAND IDENTITY

Colors PRIMARY SECONDARY Use of Black:

Black is not an officially approved color. There may
be cases when black can be used as an accent color
TE ORANGE DARK TEAL although for Spatial only.
TE’s color system is comprised of three groups:
Please confirm use of black with the Global Brand
PRIMARY PANTONE 144 PANTONE 7477 team. TE users can submit a request online on myTE.
CMYK 0 52 100 0k CMYK 84 62 48 34
The primary color is the core to our color identity; to keep
RGB 233 131 0 RGB 46 73 87
a consistent and recognizable brand TE Orange should be HEX E98300 HEX 2E4957
used as the foundation for anything produced. RAL 2011 - Deep Orange RAL 5020 – Ocean Blue

TE Orange is the preferred color to be used in all

branded communication. TERTIARY

SECONDARY
The secondary color should be used to support the ECO GREEN SKY BLUE TURQUOIS
primary color.
PANTONE 368 PANTONE 2975 PANTONE 7713
TERTIARY CMYK 50 9 100 O CMYK 34 4 6 0 CMYK 85 37 47 8
RGB 143 184 56 RGB 164 212 230 RGB 22 122 135
Tertiary colors are paired with primary and secondary
HEX 8FB838 HEX A4D4E6 HEX 167A87
colors to distinguish industry, usage or application. All
RAL 6018 – Yellow Green RAL 5024 – Pastel Blue RAL 5021 – Water Blue
colors are interchangeable, with preference given to using
primary colors first, secondary colors second and tertiary
TERTIARY - RESERVED
colors last.

Tertiary - Reserved
Reserved colors should only be applied by a trained NAVY PURPLE RUBY
creative designer with Adobe Creative Suite when used
in publications and digital graphic design. Some of these
PANTONE 2758 PANTONE 2425 PANTONE 7621
colors are already included in the PowerPoint template for CMYK 100 93 32 30 CMYK 55 100 19 4 CMYK 18 100 100 10
charts and graphs, and should be used sparingly in overall RGB 04 33 93 RGB 137 09 122 RGB 188 31 0
PPT design. HEX 04215D HEX 89097A HEX BC1F00
RAL 5022 – Night Blue RAL 4006 – Traffic Purple RAL 3003 – Ruby Red
COLOR SPACE
Use CMYK Process or Pantone Spot for printed material. GRAYSCALE

Use RGB or HEX for all digital/online use.

Use RAL for application on plastic or similar. LITE GRAY MEDIUM GRAY DARK GRAY CHARCOAL
FOR TEXT ONLY!
Note: RAL has a limited color palette and not always
perfect matches when converting Pantone to RAL. Plastic PANTONE Cool Gray 1 PANTONE Cool Gray 4 PANTONE Cool Gray 9 PANTONE 447
colors may be affected by matte, gloss or pearl. RAL color CMYK 14 11 12 0 CMYK 25 20 20 0 CMYK 29 23 16 51 CMYK 0 0 0 88
books with the colors shown in actual plastic chips are RGB 217 216 214 RGB 191 191 191 RGB 116 118 120 RGB 51 51 51
HEX D9D8D6 HEX BFBFBF HEX 747678 HEX 333333
more accurate and should be consulted.
RAL 7047 – Telegrey 4 RAL 7040 – Window Grey RAL 7043 – Traffic Grey RAL 7021 – Black Grey

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03 HEADLINE
GRAPHIC
To maintain brand consistency across many different applications and layouts,
use these guidelines to create headlines.
TE CONNECTIVITY HEADLINE GRAPHIC | SPECIFICATIONS

Specifications
1. The headline should be set in Gotham Black,
all caps, left justified with font size and

ANY
leading equal.
2. Headline in white, with lines above and

CONNECTION
below, also in white is preferred.
3. TE Orange and TE Gray are also acceptable

CAN CHANGE
for headline and lines where the background
is white or a light shade.

THE WORLD
4. When possible, headlines should be on
the left side of the layout and vertically
centered.
5. The top bar should bleed off the left side of
the layout and align flush to the right edge
of the top copy line.
6. The bottom bar should align flush to the left
edge of the bottom copy line and bleed off
the right side of the layout.
7. When possible, the bottom bar should
interact with the image, passing behind the
main subject of the image.

EXCEPTION
Gotham Bold should be used for headline in digital banner
ads, social media posts or similar small scale creative
artwork since Gotham Black appears heavy when used in
small size graphics.

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TE CONNECTIVITY HEADLINE GRAPHIC | ELEMENTS

Elements
Always include these elements, at minimum,
to maintain the creative integrity.

TOP LINE

WHEN
Bleeds off left; x
right aligned to top line.

TECHNOLOGY
GOTHAM BLACK
All caps
Left justified
Punctuation

CONNECTS
LEADING
Match headline
point size
BACKGROUND

SO DOES
TE Orange or an image x

HUMANITY.
x

BOTTOM LINE
Left-aligned to headline;
bleeds off right.

LOGO
Bottom right corner
EVERY CONNECTION COUNTS

TAGLINE
Left-aligned with headline;
base aligned with the “TE” in the logo.
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04 PHOTOGRAPHY
Our photography has an ownable, authentic look. An unpolished, blue-collar aesthetic
demonstrates the hard work, passion, and perseverance it takes to create landscape-shifting
technology. Images should capture real people in real moments, with a sense of drama and
unmistakable emotion that conveys EVERY CONNECTION COUNTS.
TE CONNECTIVITY PHOTOGRAPHY

Photography ENGINEERS

Photography is the preferred visualization style

for our brand.
Our photographic style is human, earnest,
authentic, and approachable.
To present TE as authentic, accessible, and
engaging, people should be photographed
naturally and candidly whenever possible.
Not all photographs will include people, but INDUSTRY
you should include them as often as possible.
Types of photos:

ENGINEERS
Environmental
Images that show our engineers in workshops, out in the
field, or rolling up their sleeves, creating what’s next.

Portrait
Hero images of our engineers, portrayed naturally within
their normal working environments.
PRODUCT

INDUSTRY
Images that highlight a particular industry such
as transportation.

PRODUCTS
Environmental
Images showing products in the hands of engineers
or on a worktable.

Hero
Hero photos of key products in TE’s product categories.

26
TE CONNECTIVITY PHOTOGRAPHY | ENGINEERS

Engineers
ENVIRONMENTAL
Environmental photos that show people
working in or engaging with their typical
surroundings are another way to incorporate
humanity into the TE brand.
These images should show TE engineers in
their everyday environments, and convey
the emotions present in their work: the
determination of problem-solving, the anxiety
of testing, the pride of accomplishment, etc.
In these cases, the engineers are not engaged
with the viewer, but are captured in the
moment, documentary style.
Images can consist of individuals or groups
of people working. Ideally, the number of
images consisting of people sitting at desks
or on phones is limited. Try to use images that
provide energy and visual interest.

27
TE CONNECTIVITY PHOTOGRAPHY | ENGINEERS

Engineers
PORTRAIT
Images that portray engineers should
be shot in their natural environment and
have an unpolished aesthetic. Our goal is
to demonstrate hard work, passion, and
perseverance, and convey emotion such
as the pride of accomplishment, the curiosity
of possibility, or the reward of making
a difference.
We define a human image as a portrait if the
person, usually an engineer, is the main focus
of the composition and is framed in a manner
that directs the viewer’s attention to the
subject. The engineer should be the focus,
their environment is the background. The
subject can be looking at the camera, but
it is not mandatory.

28
TE CONNECTIVITY PHOTOGRAPHY | INDUSTRY

Industry
These images should be used to identify a
particular industry, and tell a story about
industry accomplishments and everyday
moments made possible by TE.
They are primarily used to focus on a TE
product by showing the setting in which it
would be applied (e.g., a sensor for industrial
transportation would feature a diesel truck as
its main image). Industry scenes should convey
or elicit emotions that are relatable
to engineers.
The pride of accomplishment, amazement,
the anxiety of testing, the curiosity of
possibility, the reward of making a difference,
the teamwork in problem solving, etc.
The background of these images should be
simple, if possible, with a strong focal point.

29
TE CONNECTIVITY PHOTOGRAPHY | PRODUCT

Product
ENVIRONMENTAL
These images show TE products in the hands
of engineers. As with other image categories,
these should feel authentic, unpolished and
in the moment.
The product in the image should be in sharp
focus with the background being soft and
slightly blurred. Framing should also be used
to bring attention to the product as the subject
of the image.

HEROES
“Hero” images are designed to take a mundane
or ordinary subject matter and make it more
visually interesting through the use of light,
color and depth of field.
Hero images of products should apply to
category leaders and products that can be
used to represent a wider family of similar
TE offerings.
These images are designed to be perceived
as dramatic and enticing, but they are not
meant to be full representations of a particular
product and its attributes.
Usually, the product is the part of the image
that is shown in crisp, high-quality resolution;
whereas, the background is softened, slightly
blurred, out of focus.

30
05 ILLUSTRATION
Illustration is our secondary visualization style. Illustrations have the ability to convey the details,
the abstract and the conceptual, and can make an image much easier to understand which a
photograph would struggle to do.
TE CONNECTIVITY ILLUSTRATION

Illustration
Our illustration style is minimalistic, simple,
modern, vivid and recognizable.
Minimalism and simplicity of forms emphasize
neat and visually appealing designs. They really
make a design piece look minimalistic and
clean, avoiding a busy and cluttered look.
Simple illustrations are more comprehensible
and easy to perceive and convey messages
more quickly.
Our illustrations are two- as well as three-
dimensional and feature clean, open space, and
crisp line art with solid backgrounds. Bright,
solid, and contrasting colours make illustrations
easily grab attention.
Our illustrations avoid unnecessary clutter and
exclude any types of abstraction, gradients,
highlights and other shiny, textured effects.

FLIGHT CONTROLS AND CABIN, GALLEY, AND CARGO

• Cabin p ressure indica tor
ACTUATION
• Gall ey temperature sensors
• High lift load senso rs
• Environmental cabin c ontrol pressure sensor s
• Aile ron LVDT position sensor s
• Cargo humidity sensor s
• THSA secondary load p ath engagement sensors
• Resolvers for flap and slat position moni toring

COCKPIT CONTROLS
• Automatic au topilot disc onnect
force sensor s
• Motorized potentiome ters for
position f eedback
• Brake pedal position sensor s
• Rotary panel s witches and sens ors

ENGINE, TURBINE, AND APU

• Thermo couple harne sses for exhaust gas
temperature
• Rotor track and balanc e accelerometers
• LVDT for thrust reverser position moni toring
• Health and usage moni toring s ystems (HUMS) LANDING GEAR AND BRAKES
accelerometers • Brake torque sensors
• Load on wheels force sensors
• Pressure sensors for nose wheel st eering feedback
• Center of g ravity f orce sensors

32
TE CONNECTIVITY ILLUSTRATION

Illustration GRAPHICS

4.4B
$
$
4.6B
AMERICAS
GRAPHIC ELEMENTS EMEA
APAC

21%
EMEA
AMERICAS

Graphic elements such as charts, graphs SALES BY SEGMENT $4.4B

Transportation $4.8B
$4.2B
and infographics should be customized to
53% Industrial
meet the specific narrative needed at the Communications
time of development. 26% FY19 SALES
BY REGION

The graphics to the right should give you

an idea of the style that best fits the TE
brand look. TE CONNECTIVITY (TEL) AND S&P 500 - RELATIVE PERFORMANCE FY13

Bold, simple graphics using thick strokes 160

150 INDUSTRIAL TECHNOLOGY

of orange and gray as the dominant colors 140 LEADERSHIP IN

should be utilized.
130

120 150
110 COUNTRIES
100

90

ICONS Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13

NYSE: TEL - share pricing

Icons should be developed based on a

specific taxonomy that derives from a specific
communication objective. The sample icons
illustrate the overall look you should strive for ICONS
creating icons.
The icons can be any of TE’s approved brand
2.2B
$
colors, but generally only one or two colors CHINA
should be used at a time. 4.4B
$
AMERICAS
$
4.6B $
2.1B
Aim for simple, bold designs that can stand EMEA ASIA
21% SALES BY SEGMENT (excluding China)

alone without further description. Transportation

53% Industrial
Communications
26%

$
13.3B
SALES WORLDWIDE

33
06 VIDEO
Our videos bring our brand to life with inspirational images, action, words, and music that
convey how TE uses technology to connect humanity. While videos within campaigns will
be different, our brand framework ensures viewers know the videos are from the same
company and/or campaign.
TE CONNECTIVITY VIDEO | GENERIC END CARD

Generic End Card LINES + ORANGE SUPER

An end cards appears at the end of the video

and will keep the video consistent with the
larger campaign look.
Here is an example of a generic video end card
to be used as a guide:
1. While the video nears the end, lines animate in from
the left and right as the TE brand orange grows out
from the center of the screen.
2. As the orange fills the screen, lines fully appear along
TRANSITION LOGO
with the tagline, EVERY CONNECTION COUNTS.
3. EVERY CONNECTION COUNTS should rest on-screen
for a beat before transitioning into the TE pills and
resolving on the full TE logo.
4. Orange background and TE logo should scale down
to resolve on the official TE tab logo on white in
the center, with legal and copyright information, if
applicable, in the bottom center.

Download video end cards.

TE TAB
COPYRIGHT AND TRADEMARK INFO
Video end cards should include the following:
© 2023 TE Connectivity. All Rights Reserved.

TE Connectivity, TE, TE connectivity (logo) and EVERY

CONNECTION COUNTS are trademarks owned or
licensed by the TE Connectivity Ltd. family of companies.
Other logos, product and/or company names may be
trademarks of their respective owners.

The above line in bold maybe ommited if the

video does not include other logos, product
and/or company names.
For more specific guidance on trademarks,
please view the Trademark Guidelines.
35
TE CONNECTIVITY VIDEO | CAMPAIGN END CARD

Campaign End Card LINES SUPER

Here is an example of a campaign video end

card to be used as a guide:
• While the video nears the end, lines animate in from the
left and right.
• As the lines settle, the super fades in on-screen.
• The super should stay on-screen long enough
to be read.
• Fade the super into the TE tab logo tagline lockup.
• Any voice-over audio may continue while the super
is on-screen, but should wrap up by the time the LOGO + TAGLINE
logo appears.

Download video end cards.

COPYRIGHT AND TRADEMARK INFO

Video end cards should include the following:

© 2023 TE Connectivity. All Rights Reserved.

TE Connectivity, TE, TE connectivity (logo) and

EVERY CONNECTION COUNTS are trademarks owned or
licensed by the TE Connectivity Ltd. family of companies.
Other logos, product and/or company names may be
trademarks of their respective owners.

The above line in bold maybe ommited if the video does

not include other logos, product and/or company names.

For more specific guidance on trademarks, please view

the Trademark Guidelines.

36
TE CONNECTIVITY VIDEO | ADDING SUBTITLES

Adding Subtitles
Adding subtitles in native language is
recommended for videos when used or
displayed in regions other than in the
place of origin. Subtitles are preferred over
closed captioning. Adding subtitles is also
recommended for all social media video posts.
Here are specifications for adding subtitles;
however, these may vary based on video
editing software and regional preference.

SPECIFICATION
1. Helvetica Bold is recommended for English and
languages which use the same characters.
2. Recommended font size is 50pt for HD 1080p,
GRAPHIC SAFE ZONE
100pt for 4K UHD. Font size may vary for foreign
language font, and also on video resolution.
3. Recommended placement of text is bottom center
above the graphic safe zone.
4. Although modern monitors generally show most of the
picture it is recommended to keep a graphic safe zone
(or safe margin). As an estimate keep 5% on the top
and bottom, and 10% on the left and right free from
text or other important imformation.
5. Avoid black frame around text and if necessary, use
a subtle drop shadow effect for text readability on
lighter backgrounds.
6. For purchased media and sponsored content,
follow publishing guidelines.

37
07 PODCAST:
CONNECTED WORLD
TE’s podcasts are branded “Connected World”. The following pages provide guidance
on our approach to podcasting, production consistency, content, visual style and
social media promotion of podcasts.
TE CONNECTIVITY PODCAST: CONNECTED WORLD

Our Approach to Production Consistency

Podcasting A single voice to all audiences
TYPES OF TE PODCASTS CUSTOMER VALUE PROPOSITION
TECHNOLOGY EXPERTISE
MARKET TRENDS
Select topics, speakers, and materials that affirm TE expertise around crucial audience
• Primarily on our podcasting channels, also on TE.com
interests.
• Scripted or open discussion, 1-3 speakers
• Minimum 5 minutes | Maximum 25 minutes DESIGN TO PRODUCTION
Demonstrate a structured approach to excellence on a global scale of an engineering and
PRODUCT OVERVIEW manufacturing leader. Think across regions and industries.
• Specifically for TE.com product pages, also for ads
CO-CREATION
• Scripted, 1 speaker
• Minimum 2 minutes | Maximum 10 minutes Highlight the TE way of collaborative ideation and innovation, particularly around engineer-
to-engineer relationships pursuing long-term roadmap development for transformative
EXPERT INSIGHT technology that’s moving the world forward.
• Mostly for TE.com campaigns, trends,
thought leadership
• Outlined, 2-4 speakers CURRENT OPENING AND CLOSING PRE-RECORDED SCRIPTS
• Minimum 5 minutes | Maximum 25 minutes OPENING
Welcome to Our CONNECTED World, a podcast series from TE Connectivity, featuring
straight talk for engineers about today’s technology trends and the technical challenges in
WEBINARS PODCASTS
driving innovations crucial to making the world safer, sustainable, productive, and connected.
TOPICS Products + Applications Trends, Applications, and
Engineering Stories
CLOSING
DURATION 30-60 minutes 5-25 minutes
Thank you for tuning in to our conversation. You can learn about more about the solutions we
SPEAKERS Moderator | 1-6 participants Host | 1-3 partipants discussed today by visiting TE.com, where you can connect with our engineer support teams
and sign up for CIRCUIT, our monthly trends newsletter featuring a selection of articles on
DRIVERS Visuals (slides) and video Voice, video, and
ambient sound tech innovation, written by engineers for engineers.
FORMAT Q&A | Open Discussion Story driven around a topic To find out more, follow us on Spotify, iTunes, and Google Podcasts as well as LinkedIn,
/ open conversations
Twitter, and Facebook. Until next time, think big, move fast, and make every connection
USES • Lead generation • Insights on product pages
• External promotions • Overviews of application count.
• Onsite videos challenges
• Insights on trends,
industries
• Engineering stories
and anecdotes

39
TE CONNECTIVITY PODCAST: CONNECTED WORLD

Content Guide

OUTLINE EPISODES: CHARACTER COUNTS

INTRODUCTION
See sample script.

TE BRAND NARRATIVE
Content should align to the overall message.

GRAPHICS
Visual elements should have consistent
visual treatment.

SOUND BED/MUSIC TRACKS

Music should be faded at intro and outro.

OUTRO
See sample script.

EPISODE TITLES EPISODE DESCRIPTIONS

Maximum: 100 characters Maximum: 1000 characters

40
TE CONNECTIVITY PODCAST: CONNECTED WORLD

Visual Style
KEY ART

EPISODIC ART

41
TE CONNECTIVITY PODCAST: CONNECTED WORLD

Visual Style

KEY ART EPISODIC ART

• Key art doesn’t change • Episodic art remains visually consistent
• Always in orange and dark teal • Each category will have a headline and reference image
• Key art should never be used • All images should either be pulled from the template library provided (link below)
as episodic art or created following the same visual style.

DIMENSIONS
Minimum
1400 X 1400 px

Maximum
3000 x 3000 px

42
TE CONNECTIVITY PODCAST: CONNECTED WORLD

Social Media Promotion EXAMPLES

New standardized size

The design takes into account the move of
the new size requirements for social media
creatives. There is a focus on ensuring creatives
are mobile friendly.
Therefore templates for all social media
channels have been changed to a square
format (prefered size 1200 x 1200 px).
• The “wandering” circles allow to vary the
graphic and focus on specific areas of the
background image.
• Headline is optional.

REQUEST A PROMOTION GRAPHIC

For creative design support TE users can contact the
internal agency The Orangery.

43
08 TEMPLATES
The following pages contain templates for a variety of commonly used communication pieces.
To present a consistent brand to the public, it is imperative that you use the approved templates.
There are several options to choose from within each type of business document.

After you have chosen the design that is right for your business need, you will need to customize
the layout. In the application, you will be able to insert photos, create overlays, add headlines and
body copy, and create the necessary file for output.

Templates can be downloaded from Brandfolder. Non-TE users may send a request,
with business reason, to the Global Brand team for access to Brandfolder.
TE CONNECTIVITY TEMPLATES | PRESENTATION

Presentation
Presentations are an important opportunity to
reinforce our brand, both internally and
externally.
Presentation software provides a flexible
medium for presenting information in a variety
of ways; however, this flexibility introduces
an opportunity to easily veer away from our
brand-building design language. Presenting
a consistent look in all our communications
takes a disciplined approach, and these easy-
to-use templates have been created to provide
maximum flexibility and impact.
Type sizes and styles and the color palette
have been built into the templates to make
formatting easy and charts attractive.
PowerPoint templates are available in both 16:9
and 4:3 sizes. A lite version is also available
which does not include images and should
only be used for internal presentations.

NOTE
It is highly recommended to use and create
presentations in the wide screen 16:9 aspect
ratio format. The 16:9 format is more modern
and appealing as the slide area is used far
more economically.
This 4:3 aspect ratio template should only
be used when regularly presenting on old
projectors/monitors or displays that still do not
support 16:9.

45
TE CONNECTIVITY TEMPLATES | COLLATERAL

Collateral
CONNECTING
DATA ACROSS SUSTAINABLE
MICROSOFT WORD
THE CLOUD AND ENGINEERING FOR
Templates currently available in EDGE NETWORKS A LASTING FUTURE
Microsoft Word: We are engineering a future where data We maintain a strong operational focus on environmental
and cloud computing drive us to a more sustainability delivering highly engineered products
connected world. co-created with our customers that improve our lives

Newsletter, Document, Letterhead, Memo, te.com

and keep our planet healthy.

te.com
News Release, Poster, Product Sheet, and
White Paper.

ADOBE InDesign
Templates currently available in
Adobe Indesign:
Poster, Case Study, Catalog, Product
Line Card, Product Sheet, Brochure,
and White Paper. EVERY CONNECTION COUNTS EVERY CONNECTION COUNTS

© 2023 TE Connectivity. All Rights Reserved. TE Connectivity, TE, TE connectivity (logo) and EVERY CONNECTION COUNTS are trademarks owned or licensed by the TE Connectivity Ltd. family of companies. © 2023 TE Connectivity. All Rights Reserved. TE Connectivity, TE, TE connectivity (logo) and EVERY CONNECTION COUNTS are trademarks owned or licensed by the TE Connectivity Ltd. family of companies.

Templates are available in both U.S. and

International size DIN A4.

NOTE
There are many different names given to templates
throughout the organization and not all are available
within these templates.

For example: For the Microsoft Word templates, the white

paper and product sheet can be used as a base to also
create case studies, brochures, catalogs, and product
line cards.

46
TE CONNECTIVITY TEMPLATES | EMAIL HEADER

Email Header EXECUTIVE PHOTO HEADER

EXECUTIVE PHOTO HEADER

Executive photo email header includes a
good quality and up-to-date portrait and
“Office of”. See the example to the right of
Terrence Curtin’s email header. These headers
are reserved for higher level internal and
external email.
STANDARD EMAIL HEADER

EXECUTIVE PHOTO SPECIFICATIONS

• High resolution imagery, 300 dpi;
no thumbnails from Outlook.
• Professional photo with appropriate lighting;
no mobile phone pictures.
• Portrait shot; if possible do not crop the shoulders.
• Against a plain, high contrast background
(e.g. no black suit against a black wall).

STANDARD EMAIL HEADER

The standard email header is in the brand template with
the name of the department the email will come from.
These are only used internally.

DIMENSIONS AND RESOLUTION

Email headers should always be 7.5 inches wide x 1.75”
height and saved at a minimum of 96 dpi as a PNG or JPG
file. This will ensure the best quality results when setting
up in Outlook.

REQUEST A NEW EMAIL HEADER

For creative design support TE users can contact the
internal agency The Orangery.

47
TE CONNECTIVITY TEMPLATES | STATIONERY

Stationery LETTERHEAD IN U.S. AND INTERNATIONAL

Address Line 1
Address Line 2
Address Line 3

The TE stationery system has been designed LARGE 10” X 13” ENVELOPE
Tel (+1) 234 567 8901
Fax (+1) 234 567 8902 te.com

to portray a world-class organization.

Letterheads and business envelopes are January 11, 2016

available in both U.S. and International sizes. Number, Street, or Road

Building Number / Floor
City, State, Country 00000
First Last Name
Company Name
1234 Street Address
Suite 1234
City, State Zip Code

BUSINESS CARD Dear Addressee,

Begin body text here. Text is Arial 11pt with 13pt spacing.

STANDARD Firstname Lastname

Title/Department 1
Front Title/Department 2
Market Facing Name or BU EVERY CONNECTION COUNTS
The front of the business card Legal Name (if required)
Number, Street or Road | Suite Number/Floor | City, State
displays the primary contact te.com
ZIP | Country
Tel (+1) 000 000 0000 x 22222
information and the TE tab logo. Mobile (+1) 000 000 0000
[email protected]
linkedin.com/in/name
Back www.optionalwebaddress.com te.com
The back of the card displays the Legal Entity name,
a TE Connectivity Ltd. company.

address, website and tagline.

OPTIONAL
Firstname Lastname
Title
Front Department
Market Facing Name or BU
The front of the business Number, Street or Road EVERY CONNECTION COUNTS
card displays all the contact Suite Number/Floor
City, State ZIP Country te.com

information including the address, Tel (+1) 000 000 0000 x 22222
Mobile (+1) 000 000 0000
website and the TE tab logo. [email protected]
linkedin.com/in/name te.com
Back BUSINESS ENVELOPE IN U.S. #10 AND
The back of the card displays only IN INTERNATIONAL SIZES
the website and tagline.

BILINGUAL
Firstname Lastname 名字

Bilingual card (dual language)

Title
Department
称号
面对姓名市场BU Note on Business Card Titles
Market Facing Name or BU
templates are available upon 地址，街，路
Employees may add descriptive words to their job titles
Number, Street or Road
special request. Please contact Suite Number/Floor
City, State ZIP Country te.com
地址2
市，州，邮编国家 te.com
on business cards or correspondence to assist in clarifying
your BU marketing lead to obtain Tel (+1) 000 000 0000 x 22222 联系电话 (+1) 234 567 8901 responsibilities. While this is acceptable, it is not appropriate
Mobile (+1) 000 000 0000 行动 (+1) 234 567 8902
translation assistance, as a high [email protected] [email protected] to misrepresent the authority level in one’s title.
linkedin.com/in/name linkedin.com/in/name
resolution PDF/design file must Source
be presented. A strong business
case must be presented, prior to
using bilingual cards.
48
09 BRAND
CHANNELS
Our brand is what people think and feel when they hear our name, defined over time
via every experience they may have with TE – on TE.com, engaging with our employees,
entering our facilities, seeing our marketing materials, ordering and using our products,
or working with customer support.
TE CONNECTIVITY BRAND CHANNELS | ADVERTISING

Advertising PRINT DIGITAL

Brand advertising is typically driven and

implemented by TE’s corporate marketing TOGETHER,
department. It delivers a general awareness LET’S ENGINEER
message about TE with a strong focus THE FUTURE.
on industrial technology leadership. Our As engineers, the future is ours to design and build.
Together, let’s co-create a future we all can be proud of.

marketing and advertising exists in digital, te.com/ecc

TE Connectivity salutes the work
traditional print, video, out-of-home, trade of Philadelphia VIP and its volunteers
as we celebrate the Annual Awards Night.

shows and sponsorships. Congratulations to all!

TE advertising headlines are bold, powerful

statements that invite our audience to partner
with us. They act as invitations and are a key
part of the campaign look and feel.
Photography will feature highly saturated
color imagery only.

APPROVAL
In order to maintain a consistent look, please have your
creative, both digital and print, reviewed and approved by
the Global Brand team as well as the Legal Department. © 2023 TE Connectivity Corporation. All Rights Reserved.
TE Connectivity, TE, and TE connectivity (logo) are trademarks.

COPYRIGHT AND TRADEMARK INFO

All print advertising should include the following legal
disclaimer:

© 2023 TE Connectivity. All Rights Reserved.

TE Connectivity, TE, TE connectivity (logo) and

EVERY CONNECTION COUNTS are trademarks
owned or licensed by the TE Connectivity Ltd. family
of companies.

Other logos, product and/or company names may

be trademarks of their respective owners.

The above line in bold may be ommited if the creative

does not include other logos, product and/or company
names.

For more specific guidance on trademarks, please view

the Trademark Guidelines. 50
TE CONNECTIVITY BRAND CHANNELS | DIGITAL

Digital
Because of the way customers interact and
engage in the digital channel, it’s essential
that every touchpoint — across platforms and
environments like TE.com, social, mobile and
email — deliver a consistent and connected
brand experience.

TE.COM
As the most comprehensive digital destination about
TE Connectivity, TE.com serves more than 27 million
visits a year, enabling customers to get crucial technical
information for the nearly 350k products available to view
in its online catalog.

SOCIAL MEDIA

FACEBOOK TWITTER LINKEDIN

INSTAGRAM YOUTUBE WECHAT
WEIBO YOUKu LINE

All microsites and additional social channels require

approval from Corporate Marketing.

Please reference the separate Social Media Guidelines for

additional design and implementation guidelines and
standards, and templates for social.

51
TE CONNECTIVITY BRAND CHANNELS | DIGITAL

Digital NEWSLETTER EMAIL

EMAIL COMMUNICATION
Email remains a convenient way to keep customers
up to date on TE’s latest innovations and keep products
they may need front of mind. The key is to not overuse
email and always target relevant messages to the
appropriate audience.

MOBILE APP
TE’s mobile app connects all employees – even offline
employees – to the latest company news, updates,
on-demand resources, procedures and alerts.

Use it to target content to your team or site, or chat with

other employees. Download the app from the Apple or
Google Play Store, and email [email protected] if you want to
create content for the app for your business or function.

APP ICON APP USER INTERFACE

52
TE CONNECTIVITY BRAND CHANNELS | SPACIAL & FACILITIES

Spatial & Facility

Physical environments play an important role
in the day-to-day brand experience of our
TE employees, as well as a key contribution
to brand perception for those customers and
partners who spend time in TE spaces including
exhibition spaces, trade shows, meeting,
hospitality spaces, regional headquarters,
showroom, office locations and other work
facilities. Consistent, highly recognizable spatial
experiences are an essential part of the
TE brand.

SPATIAL GUIDELINES
The spatial guidelines book provides design basics for TE’s
teams and agencies to effectively communicate the TE
brand and implement TE’s identity in spatial touchpoints,
such as tradeshows, events and office spaces.

The guidelines offer help for scalable solutions for all

kinds of spaces and how to maintain brand when creating
custom solutions.

Specific measurements and material specs are purposely

left out of these guideline due to the global reach and
need for flexibility in this area.

Office/lobby facilities are tough to standardize and

require customization based on regional preferences and
materials.Flexibility is required in this area. The guidelines
provide visual examples from other global locations which
you may choose to replicate or customize for your space.

Download Spacial Guidelines

53
TE CONNECTIVITY BRAND CHANNELS | MERCHANDISE

Merchandise
Promotional items can be a valuable way
of extending our brand to many different
audiences and events. TE Connectivity
promotional items may be ordered online from
approved vendor sources and stores:
Branded Merchandise - SharePoint
(TE Internal)

PRODUCING INDIVIDUAL TE BRANDED MERCHANDISE

When getting other TE promotional items produced,
follow these guidelines:

• Select an item that builds on or supports our positioning

strategy and design elements.
• Use items of high quality. Do not select items that are
cheaply made or flimsy.
• Make sure the item has value to the recipient.
• Imprint the items with the TE signature in an appropriate
color and at a correct scale.
• Use vendors who can produce the highest-quality
imprints, whether engraved, printed, stamped or
embroidered.

Preview samples before production

Before producing items, review an actual sample of the
object to be imprinted first to make sure it’s of high
quality. Leave sufficient lead time for this preproduction
review to avoid errors and expensive rush charges.

54
10 ADDITIONAL
RESOURCES
Reference the additional resources and usage guides
for detailed implementation and production instructions.
TE CONNECTIVITY ADDITIONAL RESOURCES

Additional Resources GUIDELINES ASSETS & RESOURCES

BRAND GUIDELINES BRANDFOLDER

For all brand questions, please send inquiries Brand Assets
MEDIA AND PR GUIDELINES
to the Global Brand team:
SPATIAL GUIDELINES
MARKETING HANGOUT
OFFICE AND FACILITY GUIDELINES
TE Internal
TE USERS AUTHORIZED DISTRIBUTOR AND RESELLER
Brand Resources
Submit a request online GUIDELINES
TEOA STANDARD WORK FOR MARKETING -
VENDOR ON-BOARDING
EXTERNAL TO TE TRADEMARK GUIDELINES
[email protected]
Download

THIRD PARTY USE PERMISSION MERGERS & ACQUISITIONS FRAMEWORK

TE Internal TE Internal
Use Permission Request​ Download

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