TCE BRAND
GUIDELINES
Brewing the Aroma of 2nd Chances
One brand. Three expressions. Marginality is not destiny.
Photo by Battlecreek Coffee Roasters · Unsplash
Now maintained at brand.theofficialtce.com
The Brand Hub has moved
Logos, colour, typography, theme tokens and the WCAG accessibility gate now live on a single always-current page — with one-click downloads, a bulk asset ZIP, a live contrast checker, and every mark shown on the ground it is approved for. This page stays up for reference, but the hub is the version we keep updated.
Open the Brand Hub →About this page
One brand. Three expressions.
This is the canonical reference for The Caffeine Experience (TCE), The TCE Academy (TCA — formerly The Caffeine Academy), and our café sub-brand RAMU. Use it to grab logos, fonts, colours, type, and voice rules whenever you create something for us — a deck, a poster, a partner co-brand, a piece of merchandise, or a grant proposal. If anything you see elsewhere disagrees with this page, this page wins.
Colour
The v9 Palette
TCE Teal #76AEBB is the anchor of the brand. Pair it with Navy text for contrast, lean on Teal Mist and Teal Paper for backgrounds, and reserve Coral or Gold for single, deliberate accents.
TCE Teal Family
Warm Accents
Document / Print
Neutrals
RAMU Sub-brand
Accessibility note: primary teal #76AEBB doesn't pass AA for white body text. Put Navy text on teal — or use white text only on #2F6573 (Dark Teal).
Typography
The TCE Type Hierarchy
Five families, one ladder. Battery Park is reserved for hero titles only. Dazzle Unicase Bold takes section heads. HWT Artz handles sub-heads. Nunito carries body, UI, and footer. Georgia italic is for Scripture and the doxology.
H1 — Hero only
Marginality Is Not Destiny
H2 — Section headings
Brewing The Aroma
H3 — Sub-heads
A New Chapter Starts Here
Body — Nunito Regular
We equip people on the margins with the craft, character, and confidence to write a new chapter — through the coffee trade, hospitality, and the dignity of meaningful work.
Scripture / Doxology
Soli Deo Gloria — To God alone be the glory.
Identity
Logos & Lockups
Filenames use underscores. Never stretch, rotate, recolour, or add effects. Maintain clear space equal to the height of the cap "T" on all sides. Minimum width: 120px digital, 30mm print. On dark backgrounds, use the white-reverse file — don't recolour the black one.
Check for transparency before you place a mark. Some files are flattened onto a solid white background rather than a transparent one — the RAMU signage roundel is the main example. A flattened file is only correct on the exact colour it was flattened onto, so on cream, paper, or a dark panel it shows up as a white box around the logo. Each RAMU card below says which ground it belongs on.
The Caffeine Experience Mark
The café brand's own sticker-style lockup — same family as The TCE Academy's mark. Use wherever the café is named, never the holding-company lockup.
Download PNG
The TCE Academy (TCA)
Training arm · coursework & certs. Formerly The Caffeine Academy.
Download PNG
RAMU by TCE — Signage
White backgrounds only. Indigo badge on an opaque white disc — it has no transparency, so on any other colour the disc shows as a box.
Download PNG
RAMU by TCE — Indigo Transparent
Light backgrounds that aren't white — cream, paper, any tint. Same roundel, no disc.
Download PNG
RAMU by TCE — White Reverse
Dark backgrounds — navy, espresso, photography. Same roundel in white line art.
Download PNG
Fonts
Type Files
Nunito (the body family) is open-licensed under SIL OFL and free to download here.
Battery Park, Dazzle Unicase, and HWT Artz are licensed display fonts on the TCE Adobe account —
activate them via the TCE Adobe Fonts library
(web kit ID cfb7seg) and request the TTFs from Hello@theofficialtce.com for internal documents.
Nunito — Body family SIL OFL · free
The full 14-file Nunito family — every weight plus italics — is now on the Brand Hub, along with a one-click ZIP of every logo.
Display Fonts — Adobe-licensed
For the web, link the Adobe kit:
https://use.typekit.net/cfb7seg.css
— this activates Battery Park, Dazzle Unicase, HWT Artz, and the full Nunito family in one drop-in.
Voice
How TCE Sounds
Warm, purposeful, faith-grounded, empowering. Lead with dignity. Show, don't tell. Always thread the message back to the mission: marginality is not destiny.
Dignity first
Never frame our people as charity cases. They bring resilience forged through real struggle.
Transformation over pity
Talk about what's possible, not what's broken.
Faith-rooted, respectful
Soli Deo Gloria is who we are; we serve people of all faiths and none.
Show, don't tell
Specific stories beat abstract claims. One barista's name beats "many beneficiaries."
Mission-connected
Every piece of copy should lead back to "Marginality is not destiny."
Organisation
The Caffeine Experience Pte Ltd
UEN 201725426R · Holdings: TCE Holdings Pte Ltd · Training arm: The TCE Academy (TCA — formerly The Caffeine Academy) · Active location: URA Centre, 45 Maxwell Road, Singapore · Website: theofficialtce.com · Social: @theofficialtce & @ramu.sg.