Corporate Identity Standards and Support

WHAT

TVA's corporate identity is projected through the visual consistency of its products, services, facilities, and communication materials. Careful planning, integration, and control throughout TVA are required to ensure the Corporate Identity program is effective in achieving the goal of projecting a positive and distinct image of TVA in the marketplace. Specific standards and guidelines have been established for the use of TVA's logo as a single brand identifier, as well as for developing and producing TVA products and services that include but are not limited to:

Publications
Film and photography
Marketing collateral (TVA Company Store)
Corporate advertising
Stationery
Signage

This practice provides an overview of Corporate Identity guidelines and indicates where complete guidelines or other assistance can be found.

WHO

All employees

WHY

Corporate identity standards enable TVA to project an image of corporate unity and communicate consistent standards of quality to customers and the public.

HOW

PUBLICATIONS

The TVA Product Development Design Guidelines outline proper use of the TVA logo, color, type, and grid when developing publications such as brochures, folders, manuals, reports, employee magazines, informal flyers, newspapers, and displays. All employees creating printed material for internal and external audiences must use these guidelines, which are available from the Creative Services design staff or on the TVA Intranet . Help needed in planning, scheduling or implementing a project should be requested from Creative Services at (865) 632-8287 or (865) 632-4337.

FILM AND PHOTOGRAPHY

Video productions are developed to communicate news about TVA's corporate goals and objectives and to promote and market programs, activities, and accomplishments to internal and external audiences. Other video productions are done on an as-requested basis to meet the needs of the requesting office. Contact Creative Services film and photography group at (865) 632-8038 for assistance.

MARKETING COLLATERAL

Marketing collateral is obtained using the Company Store, an online catalog program for all TVA employees, retirees, and the public. It supports TVA programs by providing a variety of merchandise using TVA's single logo design. Merchandise may be ordered with additional graphics or type treatments that recognize a unique event or accomplishment, and to identify a specific user group. The online Company Store is available on the Intranet.

If a project requires custom graphics/type treatments or is a request for new products using the TVA logo, contact Creative Services at (865) 632-8287 or (865) 632-4337.

CORPORATE ADVERTISING

Corporate advertisements are produced to promote TVA goals and objectives, special events, individual and group programs, and to publicize community involvement. Once an advertising need is identified, marketing plans and strategies are developed to roll out the new program or initiative. The determination of a print ad or broadcast ad is then made to suit the needs of the project. Advertisements target internal and external audiences. Contact Creative Services at (865) 632-8287 or (865) 632-4337 for assistance.

STATIONERY

The Correspondence Guidelines outline proper use of the stationery program. Stationery products, which include letterhead, business cards, invitations, note cards, name tags, mailing labels, and many more items, can be ordered online through the Office Supply Ordering System or from Chattanooga Publishing by calling (423) 751-3444.

SIGNAGE

Signage reinforces TVA's business image by providing a unifying visual link between TVA's many diverse locations. All signs must adhere to TVA's graphic standards. The Corporate Signage staff determines what type of signage is appropriate, designs and produces signs, or contracts with outside companies as necessary. For more information about property-related signage, e-mail Facilities and Real Estate Management at facilities@tva.gov.

ROLES

Employees

Adhere to TVA's graphic standards, which govern proper use of the TVA logo as well as publication design and layout.

Use the Corporate Communications staffs as a resource for any projects and products involving the use of TVA's logo or production of publications, videos, advertising, signage, and other communications materials or TVA services.

Creative Services Staff

Continually assess the Corporate Identity design standards and modify them as necessary to ensure quality and keep the program current.

Develop, review, secure approval, publish, and distribute design standards, guidelines, and supporting literature for each segment of the Corporate Identity program to all user groups.

Coordinate implementation of the program with all TVA organizations and outside user groups.

Provide design and product development assistance and complete projects for all organizations.

RESOURCES

Creative Services
Communications Homepage

Last Revised 10/06