UN-CARRIER

BRAND
GUIDELINES
JULY 2024
 WE ARE THE UN-CARRIER.
We love our customers. And, at T-Mobile we express that love through every touchpoint in the
Un-carrier experience—through our unrivaled network, our amazing people, and our beloved brand.
This is why the T-Mobile Brand Guidelines are important for all of us. This living document is
designed to provide a comprehensive understanding of who we are, what we believe, and why we
do what we do. And it breaks down how we bring all that to life through our unique Un-carrier brand
voice and distinctive visual identity.

T-MOBILE UN-CARRIER BRAND GUIDELINES 2

BRAND GUIDELINES

Table of Manifesto

Mission + Vision
4

5
Typography

TeleNeo 23
Visual Guidelines

Photography 38

Contents Our Values 6 TeleNeo Font Family 24 Brand Photography Style 39

TeleNeo Typeface 25 Neon 40

Core Brand Elements
TeleNeo Ultra 26 Neon Do’s 41
Core Brand Elements 8
TeleNeo Open Type Features 27 Neon Don’ts 42
Our Iconic T-Digit 9
Leading and Kerning 28 T-Connector Do’s 43
A New Look 10
Accessible Text Colors 29 T-Connector Don’ts 44
T-Mobile Logo 11

T-Digit Badge 12
Neon Text Do’s and Don’ts 30 Resources

Gradient Text Do’s and Don’ts 31 Resources 46

Trademark, Spacing, and Sizing 13
Typography Do’s 32
Contrast and Accessibility 14
Typography Don’ts 33
Logo Usage on Backgrounds 15

T-Mobile Logo Don’ts 16

Copy Guidelines

Our Voice 35
Logo Lockups Overview 17
Style and Grammar 36
We Love Magenta 18

Color Palette 19

Gradient Backgrounds 20

Mnemonic 21

T-MOBILE UN-CARRIER BRAND GUIDELINES 3

Un-carrier
Today, our success makes possible what was impossible before.
A transformative network experience connecting everyone everywhere.
And with the highest capacity network in US history comes the best value
in wireless history.

Manifesto
Eliminating the false choice between a great network and affordable access.

While the carriers focus on how much they can charge

We dream of what customers can do.
Frictionless, end-to-end experiences. On their terms.

We love our customers. Technology in the service of people. Not the other way around.

We don’t wait for change, we make it.

It’s who we are. We use our brand, our people, and our network as catalysts FOR GOOD.

Our future is in redefining wireless.

Not what is, but what it will be.
Our unstoppable mindset sparked a revolution.
In bringing choice, value and simplicity to customers in entirely new ways.
Putting people first, treating them right, and changing the rules in their favor.
In reimagining a connected world for us all–without limits.
As the Un-carrier, we changed wireless forever.
We are far from done.
We abolished barriers, cut the BS, and eliminated mind-bending costs and complexities.
We led by example. And forced an entire industry to follow. We’re taking this revolution to the next level.
That was just the start. Becoming the best in the world at connecting customers to their world.
And earning a place in our customers’ hearts forever.
This revolution is far from over.
Too many people are still unconnected, underserved, and unhappy.
Too many companies fail to put people first.
Entire industries are ripe for disruption and innovation. We are T-Mobile.
Now more than ever, customers need someone fighting on their behalf.
A company with a beating heart.
The Un-carrier.
That sees people over numbers.
A company inspired to change the world for the better. We won’t stop!
That celebrates differences–knowing we are better together than apart.

T-MOBILE UN-CARRIER BRAND GUIDELINES 4

 MISSION

BEST IN THE WORLD

AT CONNECTING CUSTOMERS TO THEIR WORLD.

1
VISION

# IN CUSTOMER CHOICE
IN CUSTOMERS’ HEARTS

T-MOBILE UN-CARRIER BRAND GUIDELINES 5

Our Values
TOGETHER WE ARE THE UN-CARRIER.
LOVE OUR CUSTOMERS.
We don’t just do customer service. We do customer love.
Simply put, their “happy” is our “happy.”

ONE TEAM, TOGETHER.

We celebrate each other. Listen to and empower each other. INCLUDE each other.
We value what each person brings. That’s how we win.

DREAM BIG AND DELIVER.

We aim high. We step out. Take smart risks and own our results.
We act like owners because we ARE owners.

DO IT THE RIGHT WAY. ALWAYS.

We do the right thing. For our customers, our shareholders, society and each other. Every time.

WE WON’T STOP.
We are relentless. Striving. Never complacent. We find a way, busting down barriers.
We don’t wait for change, we make it.

T-MOBILE UN-CARRIER
T-Mobile
BRAND
Brand
GUIDELINES
Guidelines 6
Core Brand Elements
IN THIS SECTION:
OVERVIEW | LOGOS | COLOR | MNEMONIC

T-MOBILE UN-CARRIER BRAND GUIDELINES 7

CORE BRAND ELEMENTS: OVERVIEW

PRIMARY LOGO

Core Brand
Elements
These are the cornerstones of our brand.
They are uniquely ours and instantly
recognizable, anywhere.

T-DIGIT COLOR, MAGENTA SOUND, MNEMONIC

T-MOBILE UN-CARRIER BRAND GUIDELINES 8

CORE BRAND ELEMENTS: LOGOS

Our Iconic
T-Digit
The T-Digit is central to our brand identity and
how we show up in the market. We go BIG with
the T-Digit to BOLDLY represent the brand rather
than reserving it for small placements.
We selectively customize the T-Digit for
very specific purposes or audiences–like to
highlight certain moments and campaigns. For
example, adding neon to connote our network or
customizing the T-Digit to represent our
ERG groups.

Note: Any customizations to the T-Digit should

be approved and managed by the brand team
and T Studios.

T-MOBILE UN-CARRIER BRAND GUIDELINES 9

CORE BRAND ELEMENTS: LOGOS 2 1. STRAIGHTENED ANGLES
Geometric construction, instead of a drawn
feathered style, create a more precise and
modern look.

A New Look:
1
2. STRENGTHENED TOPLINE
3 Provides more stability in the mark even in small

Strengthened,
insert size.

4 3. OPTIMIZED CURVES

Simplified, More open, positive effect instead of previously

drooping arms.

Modernized 6 4. SHORTENED SERIFS, EXTENDED

INNER SPACE
Gives Digits and arms a proper distance from
5
each other, even in small sizes

5. STRONGER STEM
Emphasis in the center of the character creates
more trustworthy overall effect.
7
6. PRESERVATION OF INNER SPACES
Digit position moves slightly outwards analogous
to trunk thickening.
10
9 7. STRONGER BASE
For a solid stand and an aesthetic balance to the
upper character part.

8. CURVATURE SIMILAR TO 1T1

9. STRAIGHT TOP SERIFS

10. DOT IS A TRUE CIRCLE

8 12 11 11. SYMMETRICAL B SHAPE

12. STRAIGHT STROKE ENDING

T-MOBILE UN-CARRIER BRAND GUIDELINES 10

CORE BRAND ELEMENTS: LOGOS

T-Mobile Logo PRIMARY LOGOS

MAGENTA LOGO ON WHITE
PRIMARY T-DIGIT ICONS
MAGENTA T-DIGIT ON WHITE

Our primary logo is the full T-Mobile logo. The

T-Digit can also be used but should not be
used in place of the logo, except for in owned
properties like web and retail. The preferred
versions are the Magenta logo on White, or
White logo on Magenta.
To access the latest logo assets and for more
logo guidance, please access the external
T-Mobile Brand Portal.

WHITE LOGO ON MAGENTA MAGENTA LOGO ON BLACK* WHITE T-DIGIT ON MAGENTA MAGENTA T-DIGIT ON BLACK*

*Caution: Magenta on black can vibrate in small applications, especially in digital, so please ensure it’s large enough for clear readability.

SECONDARY LOGOS
WHITE LOGO ON BLACK BLACK LOGO ON WHITE WHITE T-DIGIT ON BLACK BLACK T-DIGIT ON WHITE

T-MOBILE UN-CARRIER BRAND GUIDELINES 11

CORE BRAND ELEMENTS: LOGOS

T-Digit Badge PRIMARY T-DIGIT BADGE ICON

MAGENTA ICON ON WHITE
LIMITED USE - T-DIGIT BADGE TEXT LOCKUP
MAGENTA LOCKUP ON WHITE

The T-Digit Badge icon is a secondary brand

mark that may be used for partnership creative,
apparel, merchandise, and environmental
designs where a presence of Magenta is needed.

LIMITED USE LOCKUP

The T-Digit Badge with text lockup is for limited
use and special occasions for promoting
our brand name with the T-Digit Badge
icon. Examples of this icon usage includes
partnerships in a new category to help with
recognition or in environments when the
T-Mobile brand name is not present elsewhere.
Please work with the Brand team before using in WHITE ICON ON MAGENTA MAGENTA ICON ON BLACK* WHITE LOCKUP ON MAGENTA MAGENTA LOCKUP ON BLACK*
creative executions.
To access the latest logo assets and for more
logo guidance, please access the external
T-Mobile Brand Portal.

*Caution: Magenta on black can vibrate in small applications, especially in digital, so please ensure it’s large enough for clear readability.

T-MOBILE UN-CARRIER BRAND GUIDELINES 12

CORE BRAND ELEMENTS: LOGOS

Trademark, NOTICE SYMBOLS

Spacing,
and Sizing
NOTICE SYMBOLS
Use trademark notice symbols (™ or ®) only
when our trademarks and logos are used on CLEAR SPACE
devices, accessories, packaging for devices The margins surrounding our T-Mobile lockup and T-Digit should be equal to at least 2 square digits. Avoid placing text or graphics within this space.
and accessories, and within apps (such as if
a trademark is used in the “splash” screen).
Trademark notice symbols are NOT required
on our trademarks and logos in any other media.
This guidance only applies to our trademarks.
When using other companies’ trademarks,
follow their brand guidelines.
Use this legal disclaimer in print advertising and
in the footer to our websites (near the copyright 2x digit width
notice). You don’t have to use these disclaimers
in any other media.

DISCLAIMER MINIMUM SIZES

For legibility and impression, our marks should never be smaller than you see here.
T-Mobile, the T logo, Magenta and the
magenta color are registered trademarks
of Deutsche Telekom AG.
PRINT: 1" WIDE PRINT: .25" WIDE PRINT: .30" WIDE
DIGITAL: 72 PX WIDE DIGITAL: 18 PX WIDE DIGITAL: 24 PX WIDE

T-MOBILE UN-CARRIER BRAND GUIDELINES 13

CORE BRAND ELEMENTS: LOGOS

Contrast and T-MOBILE BRAND COLORWAYS

Accessibility
When using the T-Mobile brand marks, be
mindful of color contrast for the best viewability
in print and digital applications. The logo
examples shown to the right meet level AA
criteria for contrast based on the Web Content
WHITE ICON ON MAGENTA WHITE ICON ON BLACK MAGENTA ICON ON WHITE MAGENTA ICON ON BLACK BLACK ICON ON WHITE
Accessibility Guidelines (WCAG) version AA PASS AA PASS AA PASS AA PASS
AA PASS
2.0. This guidance applies to all brand marks
outlined in this document.
Please utilize color contrast checking tools
to ensure the color combinations between NON T-MOBILE BACKGROUNDS
the brand marks and backgrounds pass for
accessibility.
For logo placement in non T-Mobile executions,
please get approval from the Brand team.

COLOR BURNING
Although the color contrast may pass for
accessibility, be mindful of colors that burn
or vibrate when paired with Magenta like the
examples shown on this page. AA FAIL AA FAIL AA PASS AA FAIL AA FAIL AA PASS AA FAIL AA FAIL AA PASS

T-MOBILE UN-CARRIER BRAND GUIDELINES 14

CORE BRAND ELEMENTS: LOGOS

Logo Usage on
Backgrounds
The brand marks work best when used over clean
and non-cluttered backgrounds with the brand
colors Magenta, Black and White.

PLACEMENT & POSITIONING

Be mindful of utilizing backgrounds that could
distract the viewer and position the marks in The Magenta brand marks are best used over Black and White colored To reinforce brand presence, only use approved gradient backgrounds with a
prominent and easily identifiable locations within backgrounds with minimally used graphic elements and patterns. 80% Magenta coverage in all applications.
the composition. This guidance applies to all
brand marks outlined in this document.

Select imagery that offer clear or blank space to position the brand marks. Be Add Black overlays or White overlays over busy imagery to help create a clear
mindful to use the appropriate logo colorway to reinforce brand presence. and blank space to position the brand mark.

T-MOBILE UN-CARRIER BRAND GUIDELINES 15

CORE BRAND ELEMENTS: LOGOS

T-Mobile
Logo Don’ts eams
Don’t use the old and outdated Don’t use alternate color Don’t rearrange or adjust the Don’t replace letters and create
versions of the brand marks combinations spacing of the brand marks words with the brand marks

Don’t change the notice Don’t distort, stretch or Don’t tilt or angle the marks in Don’t add a pipe or create
symbol size or position manipulate the angles diagonal orientations unapproved logo lockups

Don’t add strokes, outlines, Don’t alter the transparency Don’t resize, alter, or omit any Don’t place the marks over
or drop shadows or opacity of color elements of the brand marks busy, patterned backgrounds

T-MOBILE UN-CARRIER BRAND GUIDELINES 16

CORE BRAND ELEMENTS: LOGOS

Logo Lockups
Overview
T-Mobile is our master brand. To show affiliation
to the master brand, T-Mobile branded lines
of business, products, services, programs and
campaigns can be locked up with the T-Digit icon.
For partnerships, a pipe acts as a separation
device between the T-Mobile brand and external
entities. Partnership logo lockups will include the
LINE OF BUSINESS PRODUCT SERVICE PROGRAM
T-Mobile logo or T-Digit and a ‘pipe’ between the
T-Mobile brand and the external partner logo.
We only create official logos/lockups for
the specific categories listed here. For more logo
guidance, T-Mobile employees and vendors can
access the T-Mobile Brand Portal.

CAMPAIGN PARTNERSHIP

T-MOBILE UN-CARRIER BRAND GUIDELINES 17

CORE BRAND ELEMENTS: COLOR

We Love
Magenta
Our brand color, Magenta, is bold, spontaneous,
and fun. You don’t see it every day. But, when
you do, it means something. Energy. Excitement.
Possibility. Magenta immediately says “T-Mobile.”
It’s a registered trademark. It’s ours. Use it.

TOP RULES
• Always make Magenta the hero.
• Place non-Magenta elements in close
proximity to Magenta.
• Use black and white for balance. They help to
make the Magenta pop.
• Use tertiary colors sparingly—and primarily in
owned environments.

T-MOBILE UN-CARRIER BRAND GUIDELINES 18

CORE BRAND ELEMENTS: COLOR

Color Palette
PRIMARY
MAGENTA is the backbone of our visual
identity, providing consistency throughout
all brand communications.

SECONDARY Black
Black & White support and balance Pantone Process Black
Magenta without distracting or detracting C60, M60, Y40, K100
from its vibrancy. R0, G0, B0
HEX #000000
TERTIARY
Use sparingly for accents and shading only.
Never in a large swath of color. Primarily used
in owned environments.

COLOR PROFILES
To ensure T-Mobile brand colors stay consistent, it
is important your workspace color profile settings
are always the same. Please work, save, and
export your files in this color space:
Magenta
Pantone Process Magenta
C0, M100, Y0, K0
RGB: sRGB EC61966−2.1
R226, G0, B116
HEX #E20074
CMYK: Coated GRACoL 2013 (ISO 12647−2:2004)

Adobe Creative Suite: Find install instructions for

both RGB and CMYK color spaces with T-Mobile Berry Dark Gray Light Gray White
preferences on the T-Mobile Brand Portal. Pantone 228 Pantone Cool Gray 10 Pantone 420 Pantone White
C16, M100, Y14, K42 C0, M0, Y0, K72 C0, M0, Y0, K10 C0, M0, Y0, K0
R134, G27, B84 R106, G106, B106 R232, G232, B232 R255, G255, B255
HEX #861B54 HEX #6A6A6A HEX #E8E8E8 HEX #FFFFFF

T-MOBILE UN-CARRIER BRAND GUIDELINES 19

CORE BRAND ELEMENTS: COLOR

GRADIENT TYPES

Gradient
Backgrounds
Gradients are great way to add depth and focus
to a design while helping to create the illusion
of space in a flat 2D environment. Compared
to solid and flat colors, gradients provide
dimensionality and a natural transition between
light and shadow. Use the lightest point of the
gradient to define the positioning of your light
source.
RADIAL
COLOR DISTRIBUTION
Be sure to follow an 80/20 color split distribution
in all gradient applications ensuring Magenta has
80% coverage and is the hero color within the
composition.
Only use approved branded gradients in your
creative. T-Mobile employees and vendors can
access the gradients shown on this page on the
T-Mobile Brand Portal.

LINEAR FREEFORM

T-MOBILE UN-CARRIER BRAND GUIDELINES 20

CORE BRAND ELEMENTS: MNEMONIC

Mnemonic
The T-Mobile Mnemonic is our audio brand
signature. Our primary, hero Mnemonic is in the
key of C and should be used in all creative that
does not include music or other audio tones.
For creative that includes music or other audio
tones, 11 supplemental mnemonics in different
keys are available to harmoniously transition to
the Mnemonic.
The Mnemonic has a duration of 2.5 seconds and
a tempo of 108 bpm.
The mnemonic files are available for download
on the T-Mobile Brand Portal.

T-MOBILE UN-CARRIER BRAND GUIDELINES 21

Typography
IN THIS SECTION:
FONT | TEXT TREATMENT

T-MOBILE UN-CARRIER BRAND GUIDELINES 22

TYPOGRAPHY: FONT

BREAK FREE FROM VERIZON

TeleNeo INTRODUCING
TeleNeo is designed exclusively for our brand.
Its contemporary character style makes it
recognizable and more flexible than our former
TeleGrotesk typeface. This font is made to feel
confident yet unique.
A central brand design element, TeleNeo is made
to be used across all products and channels in
order to achieve a cohesive customer experience
and recognition.

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Learn more and T-MOBILE UN-CARRIER BRAND GUIDELINES 23

TYPOGRAPHY: FONT

TeleNeo
TeleNeo has 12 different styles to provide a variety of weights and italics to meet creative needs.
It has 529 characters for optimal design flexibility.

Font Family HOW TO ACCESS THE TELENEO FILES:

TMUS IT installs the TeleNeo Office fonts to all internal T-Mobile employee computers for automatic access.
TeleNeo Office is optimized and recommended for Microsoft Windows and Office 365.
For licensing reasons, only employees of
Each individual at an agency or external group that installs/uses the T-Mobile brand font is required to register
T-Mobile USA and Deutsche Telekom are
for a license.
authorized to have the T-Mobile typeface
installed on their computers. There is no cost to register or obtain font files. Please reference this document for guidance on how to register
and download the font files from the Deutsche Telekom site.
Do not pass the typeface to third parties as
licensing is required. External and agency For any questions on how to obtain font files, please contact TMAP@T-Mobile.com
partners can obtain the font at no charge
but need approval to do so. Please have your
partners visit the Deutsche Telekom Brand Site
to request approval to download the font.
TYPOGRAPHY: FONT
TELENEO THIN TELENEO THIN ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

TeleNeo 0123456789!?@©™#$%&()-+”/’
TELENEO REGULAR
0123456789!?@©™#$%&()-+”/’
TELENEO REGULAR ITALIC
Typeface ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
TeleNeo is to be used for all external 0123456789!?@©™#$%&()-+”/’ 0123456789!?@©™#$%&()-+”/’
communications.
TELENEO MEDIUM TELENEO MEDIUM ITALIC
The complete family of available TeleNeo fonts
is shown here for reference only. Note that TeleNeo ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
Italic fonts are not approved for use in creative abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
executions.
0123456789!?@©™#$%&()-+”/’ 0123456789!?@©™#$%&()-+”/’
We use TeleNeo Ultra for short, concise messages. In
addition, a minimum size of 14 pt must be ensured. TELENEO BOLD TELENEO BOLD ITALIC
For web, apps, and legal copy Arial or another ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
system font may be substituted. abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
BRUSH-STYLE STROKE ENDINGS: 0123456789!?@©™#$%&()-+”/’ 0123456789!?@©™#$%&()-+”/’
T-Mobile is a human-centered brand. These subtle
brush-style elements lend a friendly, human touch to TELENEO EXTRA BOLD TELENEO EXTRA BOLD ITALIC
the typeface. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
VERTICAL & HORIZONTAL TERMINALS: abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
All stroke terminals are perfectly vertical or 0123456789!?@©™#$%&()-+”/’ 0123456789!?@©™#$%&()-+”/’
horizontal, conveying a sense of technical precision.
TELENEO ULTRA TELENEO ULTRA ITALIC
CLEAR NUMERALS:
All numerals are designed to be perfectly clear and ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
legible, reflecting and reinforcing our use of clear abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
and credible facts and numbers.
0123456789!?@©™#$%&()-+”/’ 0123456789!?@©™#$%&()-+”/’

T-MOBILE UN-CARRIER BRAND GUIDELINES 25

TYPOGRAPHY: FONT

TeleNeo Ultra
TeleNeo Ultra is our newest font style, used for short,
concise messaging. It’s considered special use due
to its heavy weight and readability issues in certain
layout and type size. TeleNeo Extra Bold remains the
preferred font weight for headlines and powerlines.
EMPHASIS IN CREATIVE
TeleNeo Ultra should only be considered for short
statements or bold single words. It can be combined
with other core TeleNeo type styles for emphasis
Use TeleNeo Ultra for short, concise messages. Do not apply TeleNeo Ultra to multiple lines of copy because the copy
when communicating key messaging.
block is too bold, dominates the layout, and appears to be yelling in an
SCALE & READABILITY unapproachable way.
When using TeleNeo Ultra in your layout, pay close
attention to scale for visual balance and kerning of the
type for readability.
Scale: The heavy weight of the type style becomes an
accessibility issue at a smaller scale as it’s harder to TA K E

STATUS
read and decipher the letterforms and words. Larger
formats like big digital screens are good use cases for
this type style versus smaller sized executions.
Kerning: Most often, hand kerning between individual
letters will be needed for adequate spacing to FOR A SPIN
decipher the letter forms.
Minimum Size: To maintain readability across various
mediums and viewing conditions, always ensure that
TeleNeo Ultra can be used on single words for emphasis in layouts or logos. Do not use TeleNeo Ultra without hand kerning the type to ensure adequate
text set in TeleNeo Ultra is no smaller than 14 points.
spacing so the letters don’t run together making it hard to read.
This minimum size helps guarantee that the text
remains clear and legible.

T-MOBILE UN-CARRIER BRAND GUIDELINES 26

TYPOGRAPHY: FONT

TeleNeo Open
UPPER & LOWERCASE STYLISTIC SETS PROPORTIONAL NUMBERS

Type Features
TeleNeo supports OpenType features to
(a-z) (A-Z) 01 234
56 7 89
manage the typeface. It’s designed to scale
both in numbers and case sensitivity.
Specific treatments are prescribed for
commonly used characters, including
dollar ($) and percent (%) signs.
Price points and offer lines should use the Hyphens, brackets, and other punctuation automatically aligns with the center The numbers have a different character width and are arranged optically.
TeleNeo Extra Bold and TeleNeo Bold typefaces axis of the capital letters when using ALL CAPS.
for creative executions.

SYMBOL, PRICE SIGN SYMBOL, PERCENTAGE SIGN

In lockups, do not use automatic superscript or subscript for symbols.

T-MOBILE UN-CARRIER BRAND GUIDELINES 27

TYPOGRAPHY: TEXT TREATMENT

FORMULA

Leading Type size x Percentage = Leading

and Kerning
LEADING
We use a percentage-based formula to calculate EXAMPLE
the leading for headlines. This approach ensures
enhanced consistency and scalability across all
creative materials and media.
To determine the leading, start with the type
size, then multiply by 85%. The result will yield
100pt/px x 85% = 85 Leading
the leading to use.

KERNING
In general, kerning should be set to “Optical”
for most static headlines. TeleNeo is designed
to be user-friendly and easy on the eyes, with PERCENTAGE
REFERENCE
consistent kerning for maximum legibility.

THE LEADER
Maintain just enough space between the letters
to avoid the appearance of crowding.

BASELINE

IN 5G
85% of
font size
CAP LINE

T-MOBILE UN-CARRIER BRAND GUIDELINES 28

TYPOGRAPHY: TEXT TREATMENT

Accessible White TeleNeo Bold on Magenta, 18pts White TeleNeo Extra Bold on Magenta
Text Colors
All examples shown on the right pass the AA
level contrast standards for digital executions
Black TeleNeo Bold on Magenta, 18pts Black TeleNeo Extra Bold on Magenta
with a minimum font size of 18 points.
When using text smaller than 14 points (typically
18.66 pixels), Black is the only color that provides
the highest contrast over a White background. White TeleNeo Bold on Black, 18pts White TeleNeo Extra Bold on Black

Magenta TeleNeo Bold on Black, 18pts Magenta TeleNeo Extra Bold on Black

Magenta TeleNeo Bold on White, 18pts Magenta TeleNeo Extra Bold on White

Black TeleNeo Bold on White, 18pts* Black TeleNeo Extra Bold on White
*Note: When using text smaller than 14 points (typically 18.66 pixels), Black is the only color that provides the highest contrast over a White background.

T-MOBILE UN-CARRIER BRAND GUIDELINES 29

TYPOGRAPHY: TEXT TREATMENT

Neon Text
Do’s and Don’ts
Our neon glow text treatment should be used to
draw attention to select messaging.

The neon glow should be applied only to select words for special emphasis. Do not make the glow so strong that the message becomes hard to read.

When using previously designed lockups for common phrases (like 5G Do not put the entire message in neon.
Network), other type should be sized both in relation to the lockup and with
messaging hierarchy or emphasis in mind.

T-MOBILE UN-CARRIER BRAND GUIDELINES 30

TYPOGRAPHY: TEXT TREATMENT

Gradient Text
Do’s and Don’ts
Gradients should be used selectively and with
purpose—generally to distinguish a unique, high-
profile product or service.
A gradient type treatment is used to add
emphasis and signify the importance of a
word or phrase. It creates more dimensionality
by energizing and elevating the design in an
otherwise flat environment. It should make an Gradient treatments should be rendered in magenta or white. Do not render the gradient in any other color other than magenta or white.
impact without being visually overwhelming.

For designs that have multiple lines, you may extend the gradient from the Do not render the lighter font weights with a gradient.
top to bottom of the entire text block.

T-MOBILE UN-CARRIER BRAND GUIDELINES 31

TYPOGRAPHY: TEXT TREATMENT

Typography ALL CAPS, HEAVIER WEIGHT FONT SENTENCE CASE, HEAVIER WEIGHT

Do’s
Choose the type style, size, weighting and
capitalization style that is most appropriate
for the medium and the message.

TOP RULES
• Be consistent with typeface and weight
• Maintain a clear hierarchy
Great for grabbing attention as a short headline or to highlight short phrases. Communicates clearly and with confidence. Ideal for longer headlines
• Type treatments should reflect or use within web applications.
our conversational, approachable
brand personality
SENTENCE CASE, MIDDLE TO LIGHTER WEIGHT GIVE SUFFICIENT CONTRAST BETWEEN THE IMAGE & TEXT

Good for narrative creative with a personal tone. Sounds conversational and Type can be overlaid on imagery when there’s sufficient contrast.
not shouting at the audience. Center-aligned type may work best for certain compositions.

T-MOBILE UN-CARRIER BRAND GUIDELINES 32

TYPOGRAPHY: TEXT TREATMENT

Typography
Don’ts

Don’t lose focus on the part of the Don’t use too many styles, weights, Don’t use light weights for important Do not mix extreme tracking styles.
message you should be highlighting. sizes, and colors (a.k.a. type-soup). messaging. Most headlines require a
heavier weight.

YOUR NETFLIX SUBSCRIPTION ON US.

BINGE YOUR FAVORITE SHOWS
AND MOVIES — VIA TV, PHONE, OR
TABLET — ON UP TO 2 SCREENS.

Don’t forget to maintain hierarchy between sections of type. Ex: if your body
copy is the same size as the headline, it should not also be the same weight.

Don’t run copy over faces or too much Don’t lose contrast between type and
of the subject. an image.

Don’t use Italics as a design treatment. Italics are often more difficult to read.

T-MOBILE UN-CARRIER BRAND GUIDELINES 33

Copy Guidelines
IN THIS SECTION:
BRAND VOICE | STYLE AND GRAMMAR

T-MOBILE UN-CARRIER BRAND GUIDELINES 34

COPY GUIDELINES: BRAND VOICE

Our Voice ATTRIBUTE IT MEANS IT SOUNDS... BUT NOT...

HUMAN We’re a company with a BEATING HEART, we talk to people Emotional Sappy
like people and humanize the brand to earn a place in our Active Disingenuous
customers’ hearts. Approachable Cheesy

OPTIMISTIC The brand has a sense of vibrancy and movement. We believe Positive Out of touch
the future will be better than the past because our brand, our Energetic Frenzied
people and our network are CATALYSTS FOR GOOD. Fun Fun!!!!

ACCESSIBLE Our way of communicating is INCLUSIVE because we want Uncomplicated Generic

everyone to join in on the fun. When we talk tech, we make Open Cliché
it simple and clear, but not too serious because tech talk Relatable Academic
can feel like too much like homework and not enough like
a conversation.

ENERGETIC We want our language to be concise and ENGAGING because Clever Slang
tech doesn’t need to sound complex and boring. We look for Intelligent Arrogant
ways to infuse our communications with energy and wit. Straightforward Chatty

DISRUPTIVE We’re disruptive with a purpose. We challenge the status quo Fearless Argumentative
and speak our truth. We put people first and change the rules in Irreverent Disrespectful
their favor. We are as BOLD in our voice as we are in our actions. Assertive Aggressive

T-MOBILE UN-CARRIER BRAND GUIDELINES 35

COPY GUIDELINES: STYLE AND GRAMMAR

Style and STYLE GRAMMAR

Grammar Do not use abbreviations unless you absolutely Always use title case for Unlimited & Un-carrier
must, due to space constraints. unless it is in all caps

Typically, we stick to first- or second-person Use an em dash (—) to set off an explanatory
perspective. On occasion, we’ll use third person. or amplifying statement, as in
“Online exclusive—limited time only!”
• Talking about T-Mobile? Use first or
third person. • Do not use a hyphen (-) or an en dash (–)
in place of an em dash
• Talking to the customer? Use second person.
• Do not add spacing on either side of the
• Avoid gender-specific pronouns (he or she) em dash
—instead use plural for gender inclusivity
(they or them).
It is okay to use ampersands for design purposes
when space is very limited (as in a headline).
Use personal (you) and possessive (you, yours)
whenever possible to engage visitors. Use exclamation points sparingly.

CTAs should be in sentence case and use an Do not use parentheses. If tempted, try using
engaging, conversational tone. commas instead.

Sentence fragments are okay if it works best

for the message and design.

T-MOBILE UN-CARRIER BRAND GUIDELINES 36

Visual Guidelines
IN THIS SECTION:
PHOTOGRAPHY | NEON | T-CONNECTOR

T-MOBILE UN-CARRIER BRAND GUIDELINES 37

VISUAL GUIDELINES: PHOTOGRAPHY

Photography
We embrace a customer-centric approach to imagery –
both still and motion. Let’s capture people’s true selves
and their true lifestyle in moments of connection.
Elevated mobile documentary style in motion, short
vibrant sequences of human moments worth sharing.
Authentic and in-the-moment photography (never
staged or forced), captured through the lens of our
customers’ phones (incl. phone moments), shot from
both a directors’ and talent POV.
Allowing for camera awareness when possible but also
interactions with the camera as if your friend/family is
taking the photo (not necessarily looking at camera all
the time).
Real people, friends & families sharing real emotions,
energy and optimism. Authentic human connections
with real people and their communities.
Local landscapes and locations as backdrops for
layering action.
For more details on photography, T-Mobile employees
and vendors can access the T-Mobile Brand Portal.

T-MOBILE UN-CARRIER BRAND GUIDELINES 38

VISUAL GUIDELINES: PHOTOGRAPHY

Brand THIS IS US NOT US

Photography mobile documentary beauty shot

Style elevated amateur

sharp light soft, moody

vibrant pastel, subtle

focus blur, motion blur

energetic passive, relaxed

spontaneous posed, manufactured

real, authentic stereotype, fake

relatable exclusive

diverse idealized

customer-centric device-centric

T-MOBILE UN-CARRIER BRAND GUIDELINES 39

VISUAL GUIDELINES: NEON

Neon
Magenta neon makes the invisible visible.
The treatment was created to be instantly
recognizable and to visually bring to life
T-Mobile’s dynamic, ever-expanding network,
connecting person to person, place to place.
In static, the treatment adds dimensionality and
drama. Add motion, and magenta neon becomes
an experience. As it moves, it traces our world,
following the contours of the landscape,
buildings, and roads.

Note: Flat T-Mobile Magenta remains our

primary color treatment. Magenta neon is a
supplemental treatment to be used as an accent.
For more details on neon, T-Mobile employees
and vendors can access the Network Portal.

T-MOBILE UN-CARRIER BRAND GUIDELINES 40

VISUAL GUIDELINES: NEON

Neon Do’s NEON

Because neon represents our network in motion,

it should move swiftly and with purpose.
Neon beams, glow, and wash should have
dimensionality and interact with the environment.
Our neon aligns to z-space principles (e.g., thicker
close-up and thinning into the distance).
Neon should feel like a true network
representation (e.g. connecting most,
but not all, people and places).
Magenta wash and outline on houses ignites the power of our network. Black & white footage turns into color with the power of magenta.

Apply neon outlines to devices to indicate our network. Magenta neon outlines may be applied to roads (except when representing
T-Mobile Home Internet) as well as to other structural and landscape imagery.

T-MOBILE UN-CARRIER BRAND GUIDELINES 41

VISUAL GUIDELINES: NEON

Neon Don’ts

Please avoid every single house in a busy environment, this looks cluttered. Do not create a magenta arc that resembles a rainbow.

Do not apply a magenta-in-motion effect to environments where it appears Do not direct neon beams vertically or up into the skies.
unnatural. Do not show too much black & white as this could be interpreted as
poor network coverage. Do not place a neon outline on a busy horizon.

T-MOBILE UN-CARRIER BRAND GUIDELINES 42

VISUAL GUIDELINES: T-CONNECTOR

T-Connector
Do’s THE LEADER
The T-Digit can function as a visual bridge
between two distinct, but related images. Or,
it can connect a single image with branding or
IN 5G
messaging in internal communications.

TOP RULES
• The T-Connector can be used to connect two Fastest: According to Open signal Awards based on average speeds (USA: 5G User Experience Report April 2021). Most Reliable: According to independent
third party umlaut from crowd sourced user experience data (Sept 2020 to Feb 2021). See 5G device, coverage, & access details at T-Mobile.com.

images and visual transitions.

• Images should relate to each other and add
context to messaging.

CONNECTING
• Please omit the ® symbol from the T-Digit in
T-Connector executions.
• The T-Digit should be white or magenta in
T-Connector layouts. CHIEFS KINGDOM
THE LEADER IN 5G
Fastest: According to Open signal Awards based on average speeds (USA: 5G User Experience Report April 2021). Most Reliable: According to independent
third party umlaut from crowd sourced user experience data (Sept 2020 to Feb 2021). See 5G device, coverage, & access details at T-Mobile.com.

Make sure the T-Digit completely covers the adjoining edges of each photo or background.

T-MOBILE UN-CARRIER BRAND GUIDELINES 43

VISUAL GUIDELINES: T-CONNECTOR

T-Connector
Don’ts OUR BEST THE LEADER
NETWORK IN 5G
YET.
Fastest: According to Open signal Awards based on average speeds (USA: 5G User Experience Report April 2021). Most Reliable: According to independent third Fastest: According to Open signal Awards based on average speeds (USA: 5G User Experience Report April 2021). Most Reliable: According to independent third party umlaut
party umlaut from crowds sourced user experience data (Sept 2020 to Feb 2021). See 5G device, coverage, & access details at T-Mobile.com. from crowd sourced user experience data (Sept 2020 to Feb 2021). See 5G device, coverage, & access details at T-Mobile.com.

Don’t crop or make the T-Digit bigger than the image height. Always stick to one T-Digit.

KC LOUD OUR BEST

NETWORK YET
KC PROUD
The leader in 5G is rooting for KC.

Fastest: According to Open signal Awards based on average speeds (USA: 5G User Experience Report April 2021). Most Reliable: According to independent third party umlaut from crowds Fastest: According to Open signal Awards based on average speeds (USA: 5G User Experience Report April 2021). Most Reliable: According to independent third party umlaut
sourced user experience data (Sept 2020 to Feb 2021). See 5G device, coverage, & access details at T-Mobile.com. from crowd sourced user experience data (Sept 2020 to Feb 2021). See 5G device, coverage, & access details at T-Mobile.com.

Don’t use any color other than Magenta or white for the T-Digit. Don’t pair images that feel random and unrelated.

T-MOBILE UN-CARRIER BRAND GUIDELINES 44

Resources

T-MOBILE UN-CARRIER BRAND GUIDELINES 45

Resources BRAND ASSETS
To access brand photography, supplementary style guides, and toolkits
noted in this document visit: https://tmap.t-mobile.com

TELENEO FONT
For licensing reasons, only employees of T-Mobile USA and Deutsche Telekom will
automatically have the font loaded to their computer. Please do not send TeleNeo
to third parties. External and agency partners can obtain the font at no charge but
need approval to do so. How to Register for TeleNeo

T-MOBILE INTERNAL APPROVALS

For T-Mobile Brand review and approval of your creative, submit a T-Mobile Creative
Brand Review request through Workfront.

WORKFRONT
https://tmobileusa.sharepoint.com/sites/MarketingandCommunicationsOperations/SitePages/Workfront.aspx

T-MOBILE UN-CARRIER BRAND GUIDELINES 46