Thumbtack has two logos — the Wordmark and the Tack. Different flavors, same brand.
When you meet someone new, you ask their name. Same deal here. Use the Wordmark in places where people encounter Thumbtack for the first time. Like TV spots or out-of-home ads.
The Wordmark only comes in black or white. Clear space around the Wordmark should be equal to or greater than the x-height of the Wordmark’s "u".
Once we’re on a first-name basis, there’s no need to be formal. If the audience already knows us, use the Tack — ideally with copy that mentions Thumbtack. It’s typically blue, but also comes in white over blue, gray over white or white over footage.
Keep clear space around the Tack equal to or greater than the height of the T and the top edge of the circle.
For Thumbtack-owned properties, naming should be straightforward. For example, troubleshooting articles live under Thumbtack Help. Nice and simple. Since the audience is external, pair the name with the Wordmark, not the Tack.
Since Thumbtack employees know what Thumbtack is (we hope), use the Tack for internal branding, like team logos. Give each component space to breathe by making the distance between them 1/3 of the Tack's width.
While the Wordmark is used when people first meet Thumbtack, it should never share the spotlight. So when marketing a new partnership, use the Tack. Match the height of the partner logo with the optical height of the “T” in the Tack. The distance between the Tack, divider and partner logo should be 1/3 of the Tack’s width.
The Tack can evolve and shift for logos in branded programs. Key elements, like Mark font and Thumbtack blue, keep the brand consistent. New product features, on the other hand, usually don’t get a logo. But once in a while, when Thumbtack builds something that truly sets us apart from competitors, we go for it.
Logos in motion
Our logos aren’t designed to pair together, so we have an animated version where the Wordmark transitions into the Tack.