BRAND GUIDELINES

1. Introduction

Who we are

Teexpression is an e-commerce apparel store. It is committed to providing the highest quality apparel in the marketplace, which is why every garment that we print is hand selected and printed using water based and eco-friendly inks whenever possible. Our apparel is created with the latest in garment printing technology. This makes the feel much softer than traditional screen printed shirts, but just as durable. Our apparel uses CPSIA compliant inks, which are required when printing on children's wear 12 and below.

Teexpression pursues unique ways to bring art to life through new digital printing techniques. We are obsessed with design innovation.

You are an artist. We create a language, we are a medium, you choose it, you express it.

Through our products, we empower everyone by giving you a unique voice. We create a language with a voice so that anyone can express with our products.

When you buy from us, you are promoting creative art & artists. Teexpression pursues unique ways to bring art to life through new digital printing techniques. We are obsessed with design innovation. Our product quality is superior, the softness is undeniable and the surface will hold your expression for years to come.

You can upload artwork and can place it on graphic tees, or wall art prints so that you can personalize your own artwork through our online store. Our product quality is superior, the softness is undeniable and the surface will hold your expression for years to come.

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2. Teexpression Products

Teexpression Product Types are divided into five primary product categorization. The five main categories have its own secondary categories, tertiary categories, and may have quaternary categories.

Categorization and Terminology

The following are the main five primary product categories:

1	Men's clothing
2	Women's clothing
3	Kids & youth clothing
4	Accessories
5	Home & living

PRIMARY AND SECONDARY CATEGORIES

The website menu will reflect this and what falls under each.

Men's clothing	Women's clothing	Kids & youth clothing	Accessories	Home & living
Shirts Hoodies & sweatshirts Jackets & vests Bottoms Swimwear	Shirts Hoodies & sweatshirts Bottoms Dresses Swimwear Sports bras Jackets & vests Robes	Shirts Leggings Swimwear Hoodies Hats	Bags Footwear Patches Hair accessories Phone cases	Wall art Home decor Towels Drinkware & coasters Stationery Puzzles Aprons Fabrics Pet products

SECONDARY AND TERTIARY CATEGORIES

Men's clothing
Shirts T-shirts All-over shirts Polo shirts Tank tops 3/4 sleeve shirts Long sleeve shirts Embroidered shirts	Hoodies & sweatshirts Hoodies Sweatshirts	Bottoms Sweatpants & joggers Underwear Leggings Shorts Pants	Swimwear Jackets & vests

Women's clothing
Shirts T-shirts All-over shirts Tank tops Crop tops Embroidered shirts 3/4 sleeve shirts Long sleeve shirts	Hoodies & sweatshirts Hoodies Sweatshirts	Bottoms Sweatpants & joggers Leggings Skirts Shorts Pants	Swimwear Jackets & vests Dresses Dresses Robes

Kids & youth clothing
Shirts T-shirts All-over shirts 3/4 sleeve shirts Long sleeve shirts	Jackets Hoodies & vests Hats Baby bibs Leggings Baby bodysuits Swimwear

Accessories
Bags Tote bags Duffle bags Drawstring bags Fanny packs Backpacks	Footwear Flip flops Shoes Socks	Tech accessories Phone cases Earphone cases Laptop cases Mouse pads	Jewelry Bracelets Necklaces Earrings Hair accessories Face masks Keychains Patches

Home & living
Wall art Posters Framed posters Canvas prints Flags Metal prints	Home decor Holiday decor Blankets Candles Bean bag covers Pillows & pillow cases	Drinkware & coasters Water bottles Coffee mugs Tumblers Coasters	Stationery Postcards Notebooks Stickers Greeting cards Puzzles Aprons Fabrics Towels Pet products

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3. Logo Suite

All Teexpression communications include a logo, designed to be a simple way of instantly signaling the brand.

Consistent use of logo suite assets (primary and wordmark logos in available colorways) is essential. Whenever possible, use the primary logo. Logos should not be altered. Always use approved electronic artwork. Never reconstruct logos using regular type.

It is important to note that there are other cues beyond the visual design that should demonstrate and communicate the Teexpression brand.

Primary Logo

The primary Teexpression logo should be used whenever possible and considered the default logo option. It is available in solid black for use on white or light backgrounds as well as reversed (white) for use on dark backgrounds. Color logos are also available to use on white or dark backgrounds.

Consistent use of the logo is essential across all communications. Do not alter the logo in any way. Always use approved asset art; never reconstruct the logo using regular type, as the characters and spacing have been refined.

Clear Space

The primary logo clear space is based on the height of the letterform T. This space should be kept clear of text or other graphic elements. For ease of use, the clear space is built into the logo files. In most cases, placing the art will include the clear space by default.

PRIMARY LOGO

REVERSED LOGO

CLEAR SPACE

COLOR LOGO

Special-Use Wordmark

The wordmark should only be used when space and legibility are concerns. The content of these pieces should clearly communicate and reinforce the Teexpression brand. The wordmark is available in solid black for use on white or light backgrounds as well as reversed (white) for use on dark backgrounds.

Consistent use of the logo is essential across all communications. Do not alter the logo in any way. Always use approved asset art; never reconstruct the logo using regular type, as the characters and spacing have been refined.

Clear Space

The wordmark clear space is based on the height of the letterform T. This space should be kept clear of text or other graphic elements. For ease of use, the clear space is built into the logo files. In most cases, placing the art will include the clear space by default.

WORDMARK

REVERSED WORDMARK

CLEAR SPACE

COLOR WORDMARKS

Minimum Logo Sizes

To maintain legibility, a minimum (print) size has been established (assuming a resolution of 300 dpi or higher). Note that the clear space is not included in the minimum sizes listed.

MINIMUM PRIMARY LOGO SIZE

MINIMUM WORDMARK SIZE

How to Select a Logo Asset

The suite of Texpression signatures has been created in three formats: EPS, SVG, JPG, and PNG.

EPS (Encapsulated Postscript), vector files should be used for any printed applications as they can be scaled infinitely without losing image quality. EPS logo assets are available in both Pantone PMS colors, to be used when spot color printing is available, and four-color CMYK process, to be used for offset or digital printing.

SVG (Scalable Vector Graphics) files can be used for displaying two-dimensional graphics, charts, and illustrations on websites. SVG is a web-friendly vector file format, it can be scaled up or down without losing any of its resolution.

JPG and PNG file formats should be used for screen based applications.

JPG files are compressed and are therefore more economical to use when file size is a concern, such as on a website. However, JPG files do not support transparency; all JPG logo files will contain a white background.

PNGs may be slightly larger files but use a transparent background.

JPG files have been created in full color RGB (for use on screen) and solid black (also formatted in RGB color) at 300 dpi. Please note that a solid white or reversed signature is not available in JPG format.

PNG signatures are also available in full color RGB (for use on screen), as well as solid black and solid white; both of these are formatted in RGB colors at 300 dpi.

Please consult Teexpression team with any questions on selecting the appropriate assets.

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4. Color Palettes

Consistent use of color can help to unify a brand across a wide variety of communications. Teexpression’s palette consists primarily of elegant, neutral grays that are supported by bright pops of color, inspired by the color of rainbow.

BLACK
CMYK 0/0/0/100
RGB 0/0/0
HEX #000000

NEUTRAL GRAY N10
CMYK 0/0/0/80
RGB 51/51/51
HEX #333333

NEUTRAL GRAY N8
CMYK 0/0/0/60
RGB 102/102/102
HEX #666666

NEUTRAL GRAY N6
CMYK 0/0/0/40
RGB 153/153/153
HEX #999999

NEUTRAL GRAY N3
CMYK 0/0/0/20
RGB 204/204/204
HEX #CCCCCC

WHITE
CMYK 0/0/0/0
RGB 255/255/255
HEX #FFFFFF

RHYTHM
CMYK 24/23/0/41
RGB 115/116/151
HEX #737497

CERULEAN BLUE
CMYK 75/54/0/25
RGB 47/88/190
HEX #2F58BE

EMERALD
CMYK 44/0/34/24
RGB 108/193/128
HEX #6CC180

AERO BLUE
CMYK 14/0/12/2
RGB 214/250/220
HEX #D6FADC

JASMINE
CMYK 0/13/49/0
RGB 225/222/130
HEX #FFDE82

BITTERSWEET
CMYK 0/57/58/7
RGB 238/102/100
HEX #EE6664

Primary Color Palette

Teexpression primary color palette consists of neutral colors: black, white, and stepped shades of gray.

These hues may be used for text, holding shapes, or graphic accents, such as rule lines.

If using more than one gray within a single layout, be sure that the shades are differentiated enough; alternate shades are recommended (such as selecting N10 and N6, while omitting N8).

Always consider legibility when selecting colors, especially for text.

Secondary Color Palette

Teexpression secondary color palette exists to support the primary palette. These colors should be used as accents only.

Do not use multiple secondary colors within a single layout; instead, select a single, secondary accent that best supports the primary color palette and photography used in the communication.

How to Select a Color Breakdown

The Teexpression color palettes are specified in Pantone, CMYK, RGB, and HEX breakdowns. Please choose the appropriate format for the production method, outlined below.

PMS or Pantone Matching System is a solid color matching system. It is a purchased color or ink which is blended to provide a consistent match to the colors specified in the Pantone color guide. PMS inks are generally used in offset printing and as a standardized point of reference.

CMYK is a four-color print process consisting of cyan, magenta, yellow, and black. CMYK color should be used when designing for print and PMS colors are not available.

RGB is used for on-screen purposes. It consists of red, green, and blue, which is the basic color model on computer monitors. RGB colors should be used when designing screen based pieces, such as for the web or Microsoft PowerPoint. RGB is not used for print production.

Like RGB colors, HEX breakdowns are also used for screen based work. HEX naming is simply an alternate way of specifying colors for this use.

Please note that color will differ between screen and a printed piece.

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5. Typography

Teexpression’s primary typeface is Proxima Nova, a versatile family font. Proxima Nova bridges the gap between typefaces like Futura and Akzidenz Grotesk that combines modern proportions with a geometric appearance. It has a modern, geometric base with open, friendly curves. The family includes up to 8 weights, from Thin, Light, Regular, Medium, Semibold, Bold, Extrabold, and Black 3 widths: Normal, Condensed, and Extra Condensed.

Proxima

Nova

"Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Primary Typeface

While the primary typeface offers a wide variety of weights, Teexpression system uses primarily the Light, Regular, Medium weights, and Bold and Black.

Always consider legibility, hierarchy, and contrast when setting type. Please see the following page for recommended use.

Proxima Nova Bold