TCAP’s Brand

A clear brand promise—supported by a consistent brand look, feel, tone of voice, and messaging—are critical to building consumer confidence, trust, and loyalty. Failure to meticulously maintain such consistency has the opposite effect. 

Research shows that eighty percent of consumer confidence in a brand occurs at a subconscious level. Regardless of what we “know” about a brand, it’s how we “feel” about it that counts. Our subconscious minds are exquisitely sensitive to subtle cues that either add to or subtract from our trust in a brand. Therefore, brand loyalty lives or dies on that fidelity to look, feel, tone of voice, and messaging.

It is imperative, then, that all TCAP’s communications align with and reinforces this brand promise: TCAP is by-cities, for-cities.


The TCAP logo is our visual signature that is used across all our communications. We strive for instant recognizability, and therefore consistency is paramount. Please don’t edit, change, distort, recolor, or reconfigure it.

The TCAP logomark is comprised of the State of Texas, with the letters TCAP reversed out of it, with a lightning bolt bisecting the A at the crossbar. The logomark, when rendered in 2-4 colors, is always done so with the top half in Red and the bottom half in Blue.

The logo can be rendered in 1 color, and when done so, it is preferred that it be black or a solid, dark grey.

Logo Alternates

In cases when the full name of the organization is spelled out elsewhere, the logo mark can be used alone. When the name would otherwise be absent, the name must be associated with the logomark in an appropriate relative scale, as illustrated at left.

The logo preceded by our tagline, and followed by the logo may be used when set in documentation where the full name is also rendered elsewhere.

In some instances, the logo is best rendered inside a circle, such as on buttons, shirt tags, on the bottom of mugs, etc. In these cases, it is permissible to use this variation of the TCAP logo with the full name spelled out in a circle around the logomark.

Minimum acceptable size for this reproduction is 1” tall.


As important as our logos are, consistent reproduction of our standard colors is key to communicating consistency. The colors below are approved for use on all TCAP branded materials. Please do not add to or modify these colors.


TCAP utilizes the Myriad Pro font family for official printed communications. However, online and as an alternative, we allow the use of Robot, by Google, in various weights.

Use of our brand materials

In general

Unless agreed to in writing, please do not use our brand materials to suggest that TCAP is in any way sponsoring, partnering, or endorsing your organization.

Please do not alter our brand materials in any way. We like them the way we designed them.

Linking to TCAP

If you want to use our logo to link to our site, you can use our logo if it meets the rest of these guidelines. For example, “Written by TCAP [linked logo or link near logo]”.”

Our Reports

We provide our reports to the public at no cost, and ask that you do not reproduce any part of any report unless given express permission, and never at a cost to users. To request usage or reproduction of any of the assets in any of our reports, please contact us.

By using TCAP’s brand materials, you agree to the TCAP Terms of Service, these branding guidelines, and all TCAP rules and policies, as may be updated from time to time. You also acknowledge that TCAP is the sole owner of TCAP’s trademarks, promise not to interfere with TCAP’s rights in them, and acknowledge that goodwill derived from their use accrues only to TCAP. TCAP may review use of the branding materials at any time and reserves the right to terminate or modify any use.