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BRAND GUIDELINES
0106OUR STORY6TYPOGRAPHY13-150207OURVALUES7PRODUCTS160308TAGLINE8ASSETGLOSSARY170409LOGO9-11REGULATIONS & WRITING REQUIREMENTS180510COLORPALETTE12APPROVALPROCESS19TABLE OF CONTENTSWHERE IMPOSSIBLE BECOMES POSSIBLE
0106OUR STORY6TYPOGRAPHY13-150207OURVALUES7PRODUCTS160308TAGLINE8ASSETGLOSSARY170409LOGO9-11REGULATIONS & WRITING REQUIREMENTS180510COLORPALETTE12APPROVALPROCESS19TABLE OF CONTENTSWHERE IMPOSSIBLE BECOMES POSSIBLE
TAG Brand Guidelines | 54 | TAG Brand GuidelinesIn 1988, our founders had an ambitious dream to form the largest specialized travel company in the world—to set the example of how touring and travel should be done. Now, more than 30 years later, we have redefined the standards in entertainment and VIP travel altogether.As an award-winning travel and event management company, we provide bespoke, high-end services to the biggest names on the planet as well as top C-suite and corporate executives. Through these personalized and hands-on services, we believe we can alleviate the stress and complexity of travel.Operating from 19 offices across the globe, TAG Travel Specialists dissect intricate itineraries and ensure all nuanced preferences are taken care of. From the initial booking process all the way to arriving home, TAG is set apart from competitors because of our ability to manifest solutions in seemingly impossible scenarios. Our mission is to bring each client innovation, entrepreneurial flare, creativity and above all, unparalleled, luxury experiences.Our founders had a vision to create an industry-leading travel management company that put service and experience at its core. Their mission was to set the standard for the industry by being deliberately different, ambitious and passionate. We strive to have the right people on every team to support this mission and, as a result, our ambitious goals continue to be surpassed. TAG’s ambition isn’t solely confined to our organization, but to the travel industry as a whole. It is through our ambitious spirit that we continuously make the impossible, possible for our clients. Creating long-lasting and successful partnerships requires openness and honesty. We are respectful and considerate to everyone within our TAG team, never shying away from the difficult conversations and tackling each endeavor with genuine intentions. We take the same approach with our TAG clients—committing to efficiently action every task while keeping their best interests at heart.Collaboration is key to success in any organization. At TAG, we work across divisions and regions to bring clients seamless experiences. Through sharing knowledge, technology and insight, we enhance the level of service available to all TAG clients, while supporting one another along the way. Operating as one global team, we set expectations for clear communication, thoughtful feedback and productive brainstorming to increase our efficiencies and overall impact across the world.TeamworkOur LocationsAmbitious GenuineOUR STORY OUR VALUESAPACAdelaideAucklandCanberraDarwinGold CoastHong KongMelbournePerthSingaporeSydneySaudi Arabia RiyadhSouth AfricaCape TownUnited KingdomLondonManchesterUnited StatesAtlantaLos AngelesNashvilleNew YorkOrlandoOur Six DivisionsTouringProductionCorporateInvestment ManagementPrivate TravelEvents
TAG Brand Guidelines | 54 | TAG Brand GuidelinesIn 1988, our founders had an ambitious dream to form the largest specialized travel company in the world—to set the example of how touring and travel should be done. Now, more than 30 years later, we have redefined the standards in entertainment and VIP travel altogether.As an award-winning travel and event management company, we provide bespoke, high-end services to the biggest names on the planet as well as top C-suite and corporate executives. Through these personalized and hands-on services, we believe we can alleviate the stress and complexity of travel.Operating from 19 offices across the globe, TAG Travel Specialists dissect intricate itineraries and ensure all nuanced preferences are taken care of. From the initial booking process all the way to arriving home, TAG is set apart from competitors because of our ability to manifest solutions in seemingly impossible scenarios. Our mission is to bring each client innovation, entrepreneurial flare, creativity and above all, unparalleled, luxury experiences.Our founders had a vision to create an industry-leading travel management company that put service and experience at its core. Their mission was to set the standard for the industry by being deliberately different, ambitious and passionate. We strive to have the right people on every team to support this mission and, as a result, our ambitious goals continue to be surpassed. TAG’s ambition isn’t solely confined to our organization, but to the travel industry as a whole. It is through our ambitious spirit that we continuously make the impossible, possible for our clients. Creating long-lasting and successful partnerships requires openness and honesty. We are respectful and considerate to everyone within our TAG team, never shying away from the difficult conversations and tackling each endeavor with genuine intentions. We take the same approach with our TAG clients—committing to efficiently action every task while keeping their best interests at heart.Collaboration is key to success in any organization. At TAG, we work across divisions and regions to bring clients seamless experiences. Through sharing knowledge, technology and insight, we enhance the level of service available to all TAG clients, while supporting one another along the way. Operating as one global team, we set expectations for clear communication, thoughtful feedback and productive brainstorming to increase our efficiencies and overall impact across the world.TeamworkOur LocationsAmbitious GenuineOUR STORY OUR VALUESAPACAdelaideAucklandCanberraDarwinGold CoastHong KongMelbournePerthSingaporeSydneySaudi Arabia RiyadhSouth AfricaCape TownUnited KingdomLondonManchesterUnited StatesAtlantaLos AngelesNashvilleNew YorkOrlandoOur Six DivisionsTouringProductionCorporateInvestment ManagementPrivate TravelEvents
TAG Brand Guidelines | 76 | TAG Brand GuidelinesOur TAGline—Where Impossible Becomes Possible—is a unique, supporting element to our brand. The statement reinforces our innate ability to satisfy any client request, no matter how challenging it may seem upfront. At TAG, we are constantly in awe of the different demands that our team successfully executes. On a daily basis, each member of our TAG team finds creative ways to manifest solutions in seemingly impossible scenarios.The TAG logo is central to our identity. Through careful and accurate replication, the logo style becomes recognizable and consistent. The logo style must not be altered or changed in any way, except for the versions produced. Our general logo with our TAG teal can be used for universal branding on TAG documents. The TAG events logo with TAG pink should only be used for branding on documents in relation to TAG events. When placing the logo on documents, the full black logo or full white logo may also be used.TAGLINE LOGO03 04General LogoAlternate ColorsEvents LogoWHERE IMPOSSIBLE BECOMES POSSIBLE
TAG Brand Guidelines | 76 | TAG Brand GuidelinesOur TAGline—Where Impossible Becomes Possible—is a unique, supporting element to our brand. The statement reinforces our innate ability to satisfy any client request, no matter how challenging it may seem upfront. At TAG, we are constantly in awe of the different demands that our team successfully executes. On a daily basis, each member of our TAG team finds creative ways to manifest solutions in seemingly impossible scenarios.The TAG logo is central to our identity. Through careful and accurate replication, the logo style becomes recognizable and consistent. The logo style must not be altered or changed in any way, except for the versions produced. Our general logo with our TAG teal can be used for universal branding on TAG documents. The TAG events logo with TAG pink should only be used for branding on documents in relation to TAG events. When placing the logo on documents, the full black logo or full white logo may also be used.TAGLINE LOGO03 04General LogoAlternate ColorsEvents LogoWHERE IMPOSSIBLE BECOMES POSSIBLE
TAG Brand Guidelines | 98 | TAG Brand GuidelinesLOGO DON’TSThe TAG logo should always be manipulated in the same way to maintain consistency. The size of the logo should be proportional to the size and the type of media. In most applications, the logo should align at the top of the document. In limited circumstances, the logo may be centered in the media. There should be a distance of at least 0.25” from all sides of the logo. The distance allows for visual space and recognition of the logo.Because the TAG logo is central to our identity, it is important that we remain consistent when using it in our branding. Incorrect usage of the logo includes, but is not limited to: adding effects to the logo, tilting or skewing, recreating the logo, distorting in any way or changing its color. Should you have any questions on how to brand a document using our TAG logo, please reach out to marketing@tag-group.com.LOGO SPACING & MINIMUM SIZINGSpacing Minimum SizingPrintWeb.25” | 6.5mm18pxDo NOT Change Orientation Do NOT Color Logo Do NOT Distort Logo
TAG Brand Guidelines | 98 | TAG Brand GuidelinesLOGO DON’TSThe TAG logo should always be manipulated in the same way to maintain consistency. The size of the logo should be proportional to the size and the type of media. In most applications, the logo should align at the top of the document. In limited circumstances, the logo may be centered in the media. There should be a distance of at least 0.25” from all sides of the logo. The distance allows for visual space and recognition of the logo.Because the TAG logo is central to our identity, it is important that we remain consistent when using it in our branding. Incorrect usage of the logo includes, but is not limited to: adding effects to the logo, tilting or skewing, recreating the logo, distorting in any way or changing its color. Should you have any questions on how to brand a document using our TAG logo, please reach out to marketing@tag-group.com.LOGO SPACING & MINIMUM SIZINGSpacing Minimum SizingPrintWeb.25” | 6.5mm18pxDo NOT Change Orientation Do NOT Color Logo Do NOT Distort Logo
TAG Brand Guidelines | 1110 | TAG Brand GuidelinesSimilar to the consistency with our TAG logo, the colors in which we brand documents also need to remain the same. Below are the approved colors for the TAG color palette.COLOR PALETTE 05The Libre Franklin font family has been chosen as the primary font for all external communication and, where possible, for internal documents. Libre Franklin is a sans serif font with a wide range of weights. The font is free to download from Google Fonts.TYPOGRAPHYLibre FranklinThinExtra LightLightRegularMediumSemi BoldBoldExtra BoldBlackAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789~!@#$%^&*()_+<>?/Download FontPrimary Font06RGB 0 0 0CMYK 0 0 0 100HEX 000000 RGB 40 40 40CMYK 0 0 0 95HEX 282828 RGB 93 93 93CMYK 0 0 0 78HEX 5d5d5dRGB 230 230 230CMYK 0 0 0 10HEX e6e6e6RGB 0 169 160CMYK 100 0 48 0HEX 009a96RGB 238 62 128CMYK 0 90 20 0HEX ee3d7f
TAG Brand Guidelines | 1110 | TAG Brand GuidelinesSimilar to the consistency with our TAG logo, the colors in which we brand documents also need to remain the same. Below are the approved colors for the TAG color palette.COLOR PALETTE 05The Libre Franklin font family has been chosen as the primary font for all external communication and, where possible, for internal documents. Libre Franklin is a sans serif font with a wide range of weights. The font is free to download from Google Fonts.TYPOGRAPHYLibre FranklinThinExtra LightLightRegularMediumSemi BoldBoldExtra BoldBlackAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789~!@#$%^&*()_+<>?/Download FontPrimary Font06RGB 0 0 0CMYK 0 0 0 100HEX 000000 RGB 40 40 40CMYK 0 0 0 95HEX 282828 RGB 93 93 93CMYK 0 0 0 78HEX 5d5d5dRGB 230 230 230CMYK 0 0 0 10HEX e6e6e6RGB 0 169 160CMYK 100 0 48 0HEX 009a96RGB 238 62 128CMYK 0 90 20 0HEX ee3d7f
TAG Brand Guidelines | 1312 | TAG Brand GuidelinesThe Open Sans font family has been chosen as the headline font for all external communication and, where possible, for internal documents. Open Sans is a sans serif font with a wide range of weights. This font is to be used for any and all headlines that are not the body text.TYPOGRAPHY TYPOGRAPHYOpen SansLightRegularSemi BoldBoldExtra BoldAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789~!@#$%^&*()_+<>?/Download FontHeadline FontFor internal use, where Libre Franklin is not available, the font that should be used is Calibri. Calibri Regular and Calibri Bold are system fonts that can be used across Microsoft packages and for digital communication, specifically emails.CalibriRegularBoldAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789~!@#$%^&*()_+<>?/Email FontDownload Font06 06
TAG Brand Guidelines | 1312 | TAG Brand GuidelinesThe Open Sans font family has been chosen as the headline font for all external communication and, where possible, for internal documents. Open Sans is a sans serif font with a wide range of weights. This font is to be used for any and all headlines that are not the body text.TYPOGRAPHY TYPOGRAPHYOpen SansLightRegularSemi BoldBoldExtra BoldAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789~!@#$%^&*()_+<>?/Download FontHeadline FontFor internal use, where Libre Franklin is not available, the font that should be used is Calibri. Calibri Regular and Calibri Bold are system fonts that can be used across Microsoft packages and for digital communication, specifically emails.CalibriRegularBoldAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789~!@#$%^&*()_+<>?/Email FontDownload Font06 06
TAG Brand Guidelines | 1514 | TAG Brand GuidelinesTAGdigital is our in-house, technology suite. Its purpose is to enhance our client experience. TAGdigital has its own subset of logos which help to further explain our range of services.All TAG assets can be found within this glossary. Please feel free to download any of the following assets to maintain consistency when communicating across the TAG brand.PRODUCTS ASSET GLOSSARYDownload Product LogosFlip Books (UK, US & AUS Versions)Corporate, Events, Investment Management, Private Travel, Production and Touring Online Versions PDF VersionsTemplates (UK, US & AUS Versions)Word Documents, Powerpoint Presentations and FormsDownload TemplateTAG Logo (EPS, JPEG & PNG formats)Black and White, Full Color and WhiteDownload TAG LogoFontsLibre Franklin, Open Sans and CalibriDownload Fonts07 08
TAG Brand Guidelines | 1514 | TAG Brand GuidelinesTAGdigital is our in-house, technology suite. Its purpose is to enhance our client experience. TAGdigital has its own subset of logos which help to further explain our range of services.All TAG assets can be found within this glossary. Please feel free to download any of the following assets to maintain consistency when communicating across the TAG brand.PRODUCTS ASSET GLOSSARYDownload Product LogosFlip Books (UK, US & AUS Versions)Corporate, Events, Investment Management, Private Travel, Production and Touring Online Versions PDF VersionsTemplates (UK, US & AUS Versions)Word Documents, Powerpoint Presentations and FormsDownload TemplateTAG Logo (EPS, JPEG & PNG formats)Black and White, Full Color and WhiteDownload TAG LogoFontsLibre Franklin, Open Sans and CalibriDownload Fonts07 08
TAG Brand Guidelines | 1716 | TAG Brand GuidelinesIt is imperative that all TAG communications remain consistent to the brand guidelines written out within this document. Prior to sending any external communications, please send to marketing@tag-group.com for final approval to ensure the tone, story and design are aligned with the overall brand. With the recent increase in popularity of AI technology, it is important to note that AI should not be used to generate internal and, especially, external communications. Should you need additional assistance in writing communications, please reach out to marketing@tag-group.com. REGULATIONS & WRITING REQUIREMENTS APPROVAL PROCESS09 10AI RegulationsTAG is a professional, global company; as such, our staff must adhere to global writing standards. All external communications must follow The Associated Press (AP) Stylebook guidelines, including press releases, news or magazine articles, and all other assets. Please email marketing@tag-group.com with any questions around the required guidelines, prior to publishing externally.External Communication RequirementsAs an integral part of the TAG brand, it is each team member’s responsibility to post on social media in a respectful, responsible and informative manner. Understand that when posting on social media accounts that you are representing TAG as a whole. Should a social media post misrepresent the TAG brand and what it stands for, the respective persons behind the post will be held accountable. TAG reserves the right to remove any such posts that do not accurately represent the brand. Social Media RegulationsWhen mentioning the company in any external communications, including social media, our name should only read, “TAG.” Our company name should not be listed as: TAG Group Travel, TAG Travel & Events, TAG Group, etc.
TAG Brand Guidelines | 1716 | TAG Brand GuidelinesIt is imperative that all TAG communications remain consistent to the brand guidelines written out within this document. Prior to sending any external communications, please send to marketing@tag-group.com for final approval to ensure the tone, story and design are aligned with the overall brand. With the recent increase in popularity of AI technology, it is important to note that AI should not be used to generate internal and, especially, external communications. Should you need additional assistance in writing communications, please reach out to marketing@tag-group.com. REGULATIONS & WRITING REQUIREMENTS APPROVAL PROCESS09 10AI RegulationsTAG is a professional, global company; as such, our staff must adhere to global writing standards. All external communications must follow The Associated Press (AP) Stylebook guidelines, including press releases, news or magazine articles, and all other assets. Please email marketing@tag-group.com with any questions around the required guidelines, prior to publishing externally.External Communication RequirementsAs an integral part of the TAG brand, it is each team member’s responsibility to post on social media in a respectful, responsible and informative manner. Understand that when posting on social media accounts that you are representing TAG as a whole. Should a social media post misrepresent the TAG brand and what it stands for, the respective persons behind the post will be held accountable. TAG reserves the right to remove any such posts that do not accurately represent the brand. Social Media RegulationsWhen mentioning the company in any external communications, including social media, our name should only read, “TAG.” Our company name should not be listed as: TAG Group Travel, TAG Travel & Events, TAG Group, etc.
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