MISSION STATEMENT
MISSION
Our Core Purpose—Why We Exist
We are a worldwide community of professionals who drive business to individuals who work with companies to increase enterprise value, preserve equity, manage disruption, and drive significantly improved results.
VISION
Our Future—Where We Are Headed
TMA members will be universally recognized for their expertise, knowledge, and experience. In our future, companies turn first to TMA members to help them achieve their goals.
WHO WE ARE
TMA is a community of professionals who work with companies to improve performance, manage disruption, restructure, work through insolvency, preserve equity, and drive significantly improved results.
TMA’s VALUE PROPOSITION
Through TMA, members acquire access to new opportunities that lead to new business and gain the knowledge and expertise needed to succeed.
OUR CORE VALUES—What We Stand For
The following core values reflect what is truly important to us as an organization:
Driving Business: Be the go-to source for industry networking opportunities.
Chapter-Centric: Ensure an active, vibrant, and consistent chapter experience.
Focus on Members: Create an inclusive community of engaged and diverse members who span varying professions, geographies, career stages, and deal sizes to achieve their goals.
Industry Expertise: Attract, represent, and develop industry experts through certification and professional development.
Knowledgeable and Professional: Be the central point for the exchange of timely market intelligence, business insights, and practice knowledge.
Inclusion: Maintain and enhance a multidisciplinary community of professionals and thought leaders. Create a culture of heightened interdisciplinary cooperation to help companies achieve their goals.
MAINTAINING BRAND CONSISTENCY
Do any of these statements sound familiar?
- “We made a minor update to the logo.”
- “We’re tired of the old logo.”
- “It’s fun to print the logo in different colors.”
- “It’s not a new tagline. It’s just a different way of conveying the same thing.”
Historically, consistency has meant two things in branding. First, it refers to the implementation of a brand’s visual identity and tone of voice across all customer touch points. Second, consistency is a qualitative and quantitative measure of a brand’s ability to repeatedly deliver the experience it promises to its customers. For the purpose of these branding guidelines, we’ll focus on the implementation of TMA’s visual identity.
With more than 50 chapters on six continents, maintaining a consistent brand across all of TMA’s chapters and members is a difficult task. Still, most theories of brand creation and management include consistency as a major component of the process.
For that reason, TMA insists that all marketing vehicles and other forms of written and electronic communication intended for consumption by members or the general public consistently reproduce TMA’s unique identity, which enables our organization to be easily recognized, distinguished from other brands and trusted to deliver on our mission (see previous page).
As a representative of TMA, you have a unique role to play in making certain that your chapter or department conveys TMA’s brand identity in a consistent manner. As you will see in the guidelines contained on the following pages, this means that:
WITH EVERY RULE ARE EXCEPTIONS
Within that framework, however, there exists a measure of flexibility. This is because, over the years, the definition of brand consistency has evolved. Largely, customers who understand brand consistency and reliability, but who expect and benefit from some degree of personalization, have prompted the changes.
Therefore, more recent approaches to brand management—in contrast with centrally produced and enforced guidelines demanding 100% compliance—call for capitalizing on the benefits of ubiquity and uniformity, while at the same time encouraging some degree of customization to ensure relevance and differentiation.
Make no mistake: Branding still requires consistency over time, and such uniformity remains critically and centrally important to TMA. In marketing, however, the key is to communicate the TMA brand as our central organizing principle, while remaining open to adjustment and renewal based on the wants, needs, and expectations of our diverse communities.
In this spirit, we are pleased to introduce TMA’s updated brand guidelines. We appreciate your diligence and adherence to these principles as critical parts of our overall branding efforts.
LOGOS | TMA
The TMA logo is the most vital aspect of our visual identity and must be used on all TMA marketing materials.
LOGO COLOR
Consistent color usage across all media is essential to the integrity of the TMA brand. Below are approved color formula variations for print and web formats.
Certain printing systems may require different color specifications. When Pantone colors can be specified, please use Pantone® 299. When Pantone colors cannot be specified, use the four-color (CMYK) process equivalents.
If full color is not available, the TMA logo may be reproduced in solid black or reversed out to white, as shown. Care must be taken when using the TMA logo on color and photographic backgrounds. Please ensure there is sufficient contrast between the logo and the background color.
In all cases, never scale the logo unproportionately, apply distortion effects, or place at random angles–and never use a tint or any other colors other than the recommended palettes.
These logos can be requested via: marketing@turnaround.org
LOGOS | SIZE AND SPACING
CLEAR SPACE
To ensure the prominence and clarity of the TMA logo, a minimum clear space has been established so that the logo will not have to compete visually with other graphic elements.
The gray lines in these illustrations show how the minimum clear area is calculated. They are for reference only and should never be printed.
The minimum clear area to be left around the logo is at least the width of one of the TMA Bars in the TMA logo, as shown at right.
MINIMUM LOGO SIZE
To ensure the legibility of the TMA logo, the complete TMA logo cannot be smaller than .95”. When using a TMA logo smaller
than 2”, use the logo without “Turnaround Management Association” as shown on the right (1).
When using the TMA logo smaller then .95”, use of the bars by themselves is acceptable, as shown on the right (2).
LOGOS | DO AND DON’T
These do and don’t restrictions apply to the full logo mark and not the bars (for the bars, see the next section)
DO
- Reverse the logo over dense and dark images
- Place the logo over light and simple photos
DON’T
- Reposition, resize or separate parts of the logo
- Recolor the logo
- Change the font
- Overlap text or other graphics on the logo–follow clear space requirements
- Alter the transparency of the logo
- Rotate or cut off the logo
LOGOS | ICON USAGE
The icon serves as a versatile symbol of our brand, offering flexibility in its application across various media. Unlike the strict guidelines accompanying our brand logo, the icon invites creativity and experimentation. It can be resized and adapted to suit different contexts while retaining its essence. However, it’s essential to maintain the integrity of the icon’s design elements to ensure consistency and recognition. Whether it’s integrated into digital interfaces, printed materials, or promotional merchandise, the icon embodies the spirit of our brand and should be utilized thoughtfully to enhance visual communication.
Creative Applications:
In this section, we showcase some innovative ways to utilize our icon to capture attention and convey brand messaging effectively. These examples demonstrate the adaptability of the icon in different scenarios. Feel free to explore these ideas and experiment with your interpretations, keeping in mind the core values and aesthetics of our brand. By embracing our icon’s flexibility, you can create compelling visuals that resonate with our audience and reinforce brand identity across diverse platforms.
While there is more flexibility in how you may use the TMA icon, please be sure your iterations include:
- Colors that are in the TMA color family
- Three lines—the lines can be larger or smaller and may contain imagery such as in the examples shown here, but there should always be three.
Sharp angles–for example, do not use ovals or rounded shapes. The icon should still include sharp angled lines.
LOGOS | CHAPTERS
Specific logos for chapters can be requested via: marketing@turnaround.org
To maintain brand consistency, these logos should follow all color, font, and usage specifications as designated for the TMA logo.
LOGO COLOR
Certain printing systems may require different color specifications. When Pantone colors can be specified, please use Pantone® 299. When Pantone colors cannot be specified, use the four-color (CMYK) process equivalents.
LOGO COLOR
Certain printing systems may require different color specifications. When Pantone colors can be specified, please use Pantone® 299. When Pantone colors cannot be specified, use the four-color (CMYK) process equivalents.
CLEAR SPACE
To ensure the prominence and clarity of the TMA logo, a minimum clear space has been established so that the logo will not have to compete visually with other graphic elements.
The gray lines in these illustrations show how the minimum clear area is calculated. They are for reference only and should never be printed.
The minimum clear area to be left around the logo is at least the width of one of the TMA bars in the TMA logo, as shown at right.
DO
- Reverse the logo over dense and dark images
- Place the logo over light and simple photos
DON’T
- Reposition, resize or separate parts of the logo
- Recolor the logo
- Change the font
- Overlap text or other graphics on the logo–follow clear space requirements
- Alter the transparency of the logo
- Rotate or cut-off the logo
TMA COLOR PALETTE
PRIMARY COLORS
PRINT:
Certain printing systems may require different color specifications. When Pantone colors can be specified, please use the Pantone® color. When Pantone colors cannot be specified, use the four-color (CMYK) process equivalents.
DIGITAL:
If the use of color is for digital only, use the RGB or HEX equivalent.
Please note: Years ago, TMA used TMA teal as a primary color and logos were created in that color. TMA Teal is no longer a primary color and any logos in teal should be discarded and replaced with the TMA blue logo.
SECONDARY COLORS
Use these colors to distinguish the TMA brand. TMA blue should be considered the official color, followed by TMA gray. The remaining should be used as secondary options. TMA orange is frequently used as a secondary color with TMA blue.
Official TMA logos may be blue, gray, black, or reversed out.
GROUP COLORS
Use these colors to distinguish the groups and sub-brands of TMA.
TYPEFACES FOR USE IN PRINT MEDIA
Use the Calibri Family and DIN family typefaces for all TMA print media, as well as letterhead, envelopes, business cards, mailing labels, and other
documents.
TYPEFACES FOR USE IN DIGITAL AND WEB
Use the Calibri family typeface approved for email communications both internal and external email and other electronic copy.
DIN Alternate Bold and the Open Sans typefaces are used for the website HTML.
EMAIL SIGNATURES
For consistent company-wide branding, the following email signature format and logo addition should be implemented by all employees.
First Last
Job Title
Turnaround Management Association
150 North Wacker Drive, Suite 1900
Chicago, IL 60606
Phone +1 312-578-2031
Email flast@turnaround.org
Website turnaround.org
Join TMA | Renew Membership | Read JCR
Specs:
- 14 pt Calibri Bold for Name
- 12 pt Calibri Bold for phone (Title), Email (title), and Website (title)
- 12 pt Calibri Italic for Job title
- 12 pt Calibri Regular for address, phone number, email, website, and “Join TMA | Renew Membership | Read JCR”.
- Horizontal spacing on |: one space before, one space after
- One hard return between address and Phone
- Two hard returns between “Website” and “Join TMA.”
- Conference graphic should be 450px X 165px
Note: Make sure email, website, “Join TMA | Renew Membership | Read JCR,” and the conference graphic are all HTML links.
VOICE OF TMA
At TMA, we pride ourselves on a distinctive brand voice characterized by clarity, conciseness, and a strong focus on our members. Central to our identity is our commitment to community, which is reflected in our communication style. We strive for inclusivity, fostering a sense of belonging and unity among our members. By speaking from a position of inclusivity, we ensure that our messaging resonates with our diverse audience, strengthening our connection and enriching the overall member experience.
TMA Boilerplate
When describing TMA in general to an outside audience or via a press release,
use this approved TMA boilerplate:
About TMA
TMA is the most diverse group of professionals in the turnaround, restructuring, and corporate health space. It is the only non-profit global organization that allows members of the industry to build their personal brand and develop their professional network. Members include
turnaround specialists, attorneys, accountants, advisors, liquidators, consultants, as well as academics, government employees, and members of the judiciary. Visit https://turnaround.org/ for more information.
How to list names of members/ speakers
Speakers/lists of people in alphabetical order by last name. Use this format:
Name, Company Name (Chapter Name)
A note about credentials: TMA only lists the following credentials after names:
- CTA
- CTP
- Esq.
- J.D.
- M.D.
Honorifics
TMA only uses the following honorifics when applicable:
The Honorable or Hon. Example:
The Honorable First M. Last
United States Bankruptcy Court, Central District of California
If retired, please list judges as follows:
The Honorable First M. Last (Retired)
United States Bankruptcy Court, Central District of California
Incorrect:
Dr. Jane Doe, PhD, CTP, CPA, Acme Co. (TMA Chicago)
Correct:
Jane Doe, CTP, Acme Co. (TMA Chicago)
If having a CPA or a PhD is important to demonstrate a speaker’s expertise, consider including that in the bio information. For example, “Jane Doe, CTP, Acme Corp. (TMA Chicago) holds a PhD in Economics from XYZ University…”
Additional TMA Style Choices
Links should be styled TMA blue in bold and not underlined. All links should use the same format. For events that have their own color scheme, links can be in a different color (eg., TMA red for TMA DIC) but must be consistent throughout the document.
Ensure words that are not clickable links are not formatted in the color we use for links.
Dates are listed in cardinals, not ordinals. For example, “This event takes place January 1, 2024” and not “This event takes place January 1st 2024.”
Times are listed in this format: 2 p.m. CT. Use two digits for the time zone to avoid errors related to daylight savings time.
Do not use periods in headlines or subheads unless there is more than one sentence in a headline or subhead.
Single quotes are only used for headline, subheads, or quotes within a quote. Standard quotation marks are used elsewhere.
The word “committee” should be lowercase unless it is being used as part of the full formal name. For example, “The TMA Annual Conference Planning Committee is amazing!” and, “If you’re interested in joining this committee, please let us know.”
The word “sponsor” should be lowercase unless it is being used in reference to a specific sponsor or sponsorship. For example, “Special thanks to our Closing Reception Sponsor Acme Co.” or “Would you like to sponsor an upcoming TMA event?”
Capitalize the first letter after a colon if the statement is a complete sentence. For example, “Attention everyone: Make sure you are using the correct date format.”
The year precedes TMA in conference names (eg., 2024 TMA Distressed Investing Conference).
When not spelling out the conference name, note that we never use DIC alone. Acceptable: #TMADIC, TMA DIC, 2024 TMA DIC.
Font Sizing for copy
When creating print documents, follow this format:
MAIN HEADING – TMA Blue, 20pt text, Calibri Bold, 22pt leading, all caps
SUBHEADING – TMA Purple, 16pt text, Calibri Bold, 18pt leading, all caps
SUBHEADING 2 – TMA Teal, 12pt text, Calibri Bold, 14pt leading, all caps
Body text – TMA Black or TMA Dark Grey, 12pt text, Calibri Regular, 13pt leading, sentence case
When creating email documents, follow this format:
MAIN HEADING – TMA Blue, 22pt text, Calibri Bold, all caps
SUBHEADING – TMA Purple, 18pt text, Calibri Bold, all caps
SUBHEADING 2 – TMA Teal, 16pt text, Calibri Bold, all caps
Body text – TMA Black, 16pt text, Calibri Regular, sentence case
IMAGERY OF TMA
TMA is all about community and being better together. We also pride ourselves on not only being the most professionally diverse association in the corporate renewal space, but DEI is central to our mission. To that end, when using imagery and photos, please keep the following in mind:
When it comes to photography, try to find images that showcase the engagement of TMA members engagement.
When it comes to photography, try to find images that showcase the engagement of TMA members engagement.
- Groups of happy, smiling members
- Members who seem interested/listening
- Networking activities
- Diversity in terms of race, gender, and age
Look for photos depicting:
- The backs of people’s heads
- People at conferences looking at their phones/laptops or looking bored
- Empty rooms/chairs
- Animated, cartoon-like graphics, and clip art
- Conference food pictures
Avoid photo/images depicting:
TMA NOW (Network of Women)
LOGO COLOR
Consistent color usage across all media is essential to the integrity of the TMA brand. Below are approved color formula variations for print and web formats.
Certain printing systems may require different color specifications. When Pantone colors can be specified, please use Pantone® 272 C. When Pantone colors cannot be specified, use the four-color (CMYK) process equivalents.
If full color is not available, the TMA NOW logo may be reproduced in black and white or reversed out to black and white, as shown.
CLEAR SPACE
To ensure the prominence and clarity of the TMA NOW logo, a minimum clear space has been established so that the logo will not have to compete visually with other graphic elements.
The gray lines in these illustrations show how the minimum clear area is calculated. They are for reference only and should never be printed.
The minimum clear area to be left around the logo is at least the width of the stem of the “n” in the TMA NOW logo, as shown at right.
NOW COLOR PALETTE
TMA NextGen
LOGO COLOR
Consistent color usage across all media is essential to the integrity of the TMA brand. Below are approved color formula variations for print and web formats.
Certain printing systems may require different color specifications. When Pantone colors can be specified, please use Pantone® 144 C. When Pantone colors cannot be specified, use the four-color (CMYK) process equivalents.
If full color is not available, the TMA NextGen logo may be reproduced in black and white or reversed out to black and white, as shown.
CLEAR SPACE
To ensure the prominence and clarity of the TMA NextGen logo, a minimum clear space has been established so that the logo will not have to compete visually with other graphic elements.
The gray lines in these illustrations show how the minimum clear area is calculated. They are for reference only and should never be printed.
The minimum clear area to be left around the logo is at least the width of the stem of the “n” in the TMA NextGen logo, as shown at right.
NextGen COLOR PALETTE
TMA CTP, CTA, AND CERTIFICATION
LOGO COLOR
Consistent color usage across all media is essential to the integrity of the TMA brand. Below are approved color formula variations for print and web formats.
Certain printing systems may require different color specifications. When Pantone colors can be specified, please use Pantone® 362 C and Pantone® 2269 C. When Pantone colors cannot be specified, use the four-color (CMYK) process equivalents.
If full color is not available, the TMA CTP and CTA logos may be reproduced in black and white or reversed out to black and white, as shown.
CLEAR SPACE
To ensure the prominence and clarity of the TMA CTP and CTA logos, a minimum clear space has been established so that the logo will not have to compete visually with other graphic elements.
The gray lines in these illustrations show how the minimum clear area is calculated. They are for reference only and should never be printed.
The minimum clear area to be left around the logo is at least the width of the stem of the “n” in the TMA CTP and CTA logos, as shown at right.
CTP, CTA and CERTIFICATION COLOR PALETTE
LETTERHEAD
Below is the TMA letterhead template. You can find a downloadable file at: turnaround.org/brand-guide
- 12 pt Calibri Regular should be used
BUSINESS CARDS
Below is the TMA business card template.
POWERPOINT
Below is the TMA powerpoint template.
MAIN HEADING – TMA Blue, 36pt text, Calibri Bold, 1.0 line spacing, all caps
SUBHEADING – TMA Purple, 32pt text, Calibri Bold, 1.0 line spacing, all caps
SUBHEADING 2 – TMA Teal, 28pt text, Calibri Bold, 1.0 line spacing, all caps
Body text – TMA Black or TMA Dark Grey, 24pt text, Calibri Regular, 1.0 line spacing, sentence case