This kit gives partners, funders, media and researchers the tools to represent tnAchieves accurately and consistently.
ForExternal Partners
Contactben@tnachieves.org
Who We Are
Building Tennessee’s Future Workforce
tnAchieves is a 501(c)(3) nonprofit organization with a simple but powerful belief: every student in Tennessee — regardless of family income, zip code or academic preparedness — deserves the opportunity to earn a postsecondary credential. Learn more at tnAchieves.org.
Our work begins in high school, where coaches and mentors help students navigate the path to college enrollment. It continues on campus, where near-peer COMPLETE Coaches support students through the unexpected barriers that derail too many from finishing. And it extends to career — connecting graduates with high-demand employers across Tennessee so that a credential becomes a launchpad, not just a piece of paper.
The result is economic mobility. When a student earns a high-quality credential and lands a meaningful career, the benefit reaches far beyond that individual — it strengthens the community they live in and helps build Tennessee’s future workforce for generations to come.
This brand guide exists so that every partner, funder, journalist and researcher who tells our story tells it accurately and consistently. If you have questions or need assets not listed here, contact Ben Sterling, Chief Content Officer.
Who We Are
Mission Statement
Our mission guides every communication, design decision and student interaction.
Mission
The mission of tnAchieves is to enhance postsecondary opportunities and outcomes by providing holistic student supports rooted in community and accountability.
Building Tennessee’s Future Workforce
Visual Identity
Logo & Name
How to display and refer to tnAchieves correctly — in visual materials and in writing.
Download high-resolution logo files for print and digital use.
tnAchieves is always written as one word with a lowercase “tn” and a capital “A.” It is spoken as Tennessee Achieves — never abbreviated verbally to “TN Achieves” or “ten-achieves.”
Spoken Name
Tennessee Achieves
Always pronounced as two words: Tennessee Achieves. Never abbreviated verbally to “TN Achieves” or “ten-achieves.”
Written Name
tnAchieves
Always written as one word: lowercase “tn” followed immediately by uppercase “A” — tnAchieves.
For media and publications: On first reference, “tnAchieves (Tennessee Achieves)” is acceptable to orient readers. On subsequent references, “tnAchieves” alone is correct. Never expand to “TN” in writing.
Logo Usage
Always
Use the Dark logo on white or light backgrounds
Use the Light logo on navy or dark backgrounds
Maintain clear space around the logo on all sides
Use only approved logo files — download from the link above
Never
Stretch, skew or alter the logo proportions
Recolor the logo or apply tints or filters
Place the logo on a busy background that reduces legibility
Recreate the logo in another font or software
Logo Misuse
These are the most common logo mistakes. Avoid all of them.
The logo should never be altered, recolored, distorted or placed on a background that reduces legibility. When in doubt, use the approved files and reach out to Ben Sterling for special requests.
Don’t
Don’t stretch or distort
Never scale the logo non-proportionally. Always hold Shift when resizing.
Don’t
Don’t place on busy backgrounds
Use only on solid white, light, dark or navy backgrounds for full legibility.
Don’t
Don’t recolor or apply filters
Use approved logo files only. Never alter colors, apply tints or add effects.
Don’t
Don’t use Dark logo on green
The dark logo loses contrast on green. Use the Light logo on dark backgrounds instead.
Don’t
Don’t use at very small sizes
The logo should be legible at all times. Minimum recommended width: 120px digital, 1.5″ print.
Don’t
Don’t use Dark logo on black
On dark or black backgrounds, always use the Light (white) logo version for contrast.
Visual Identity
Color Palette
Our palette leads with tnAchieves Green and is anchored by Navy. Gray and light neutrals support readability across all materials.
Green
#76bc21
Pantone 368
Navy
#1f4069
Gray
#636466
Light Gray
#e6e7e8
White
#ffffff
Color Combination Guide
Navy + Green — Primary pairing
The core brand combination. Navy backgrounds with Green accents, headlines, or CTAs. Used for headers, hero sections and high-impact materials.
White + Navy — Body content
White backgrounds with Navy text. The default for body copy, reports and documents. Clean and highly legible.
Light Gray + Gray — Supporting content
For secondary text, captions, dividers and supporting UI elements. Never used for primary messaging.
Default text color rule: Body copy is always dark Gray (#636466). Navy (#1f4069) is used for headings and labels. Green (#76bc21) is reserved for links, calls to action and deliberate emphasis only. Never use color to decorate — only to communicate. If you’re reaching for a color just because it looks nice, that’s the wrong reason.
Typography
Fonts
Two fonts. One purpose: clear, credible communication that feels human and grounded.
Weight: Extra Bold 800HeadlinesSection TitlesCalloutsDisplay TextAll caps acceptable for labels
Body / TextInter Regular & Bold
Students deserve clear pathways to postsecondary success. tnAchieves connects students with mentors, guidance and funding support to make that possible.
Bold is used for emphasis, labels, subheadings and supporting callouts.
Text color default: Body copy should always be dark Gray (#636466). Use Navy (#1f4069) for headings and labels. Reserve Green (#76bc21) for links and deliberate calls to action. Color should signal meaning — not add decoration.
Visual Standards
Photography
Photography is one of the most powerful parts of the tnAchieves brand. The images we choose communicate how we see our students. That framing matters.
tnAchieves maintains a library of approved photography free for use by partners and media.
Media use: All students photographed for use in tnAchieves materials must have a signed photo release on file. Please contact Ben Sterling before using any student imagery in external publications or media.
Do
Show students as capable, agentic individuals making decisions about their own futures
Capture real moments — on campus, in coaching sessions, at events
Use natural light and authentic settings whenever possible
Reflect the diversity of the students and communities tnAchieves serves
Ensure written photo releases are on file for all students pictured
Avoid
Posed, stock-style images that feel generic or inauthentic
Imagery that frames students as recipients of charity rather than agents of their own success
Low-resolution or poorly lit photos in published materials
Using student images without confirming release documentation
Visual Identity
Co-Branding
tnAchieves frequently appears alongside partner logos — state agencies, funders, county initiatives and employer partners. These guidelines ensure the tnAchieves brand is represented consistently in those contexts.
Always
Maintain clear space around the tnAchieves logo equal to the height of the “tn” letterform on all sides
Keep logos roughly equal in size unless the context clearly positions one organization as primary
Use the Dark logo on white or light backgrounds; the Light logo on navy or dark backgrounds
Separate logos with a vertical rule or consistent spacing — never overlap or crowd them
Confirm with Ben Sterling before finalizing any co-branded material
Never
Allow a partner logo to visually dominate to the point that tnAchieves is secondary unless contractually required
Recreate or redraw the tnAchieves logo to match a partner’s visual style
Place the tnAchieves logo on a partner’s brand colors without verifying contrast and legibility
Combine tnAchieves with partner branding on materials that haven’t been approved by both organizations
Common Partner Contexts
State Agencies i.e., THEC, TSAC, TBR
tnAchieves is a partner organization, not a state agency. Logos should appear side by side with equal visual weight. State seals or wordmarks should not crowd or overshadow the tnAchieves mark.
Funders i.e., FedEx, JPMorgan Chase, Kresge
Funder acknowledgment logos typically appear smaller and secondary, often in a footer or acknowledgment block. Follow the funder’s own logo usage guidelines and confirm placement with Ben Sterling.
County Initiatives i.e., ADVANCE865, Knox Access
For tnAchieves-led or co-led initiatives, the tnAchieves logo should appear first or at equal weight. The initiative name (e.g., ADVANCE865) functions as a program name, not a separate brand.
Employer Partners i.e., Team tnAchieves
Team tnAchieves partners (gold, silver, bronze) may use the tnAchieves logo in materials acknowledging their involvement. Download approved logo files above or contact Ben Sterling for placement guidance.
Communications
Voice & Tone
tnAchieves communicates with warmth, clarity and respect. When writing about or quoting tnAchieves, these principles reflect how we speak about our work and our students.
Student-First
Center the student
Students are the story. Frame outcomes around their decisions, their growth and their futures — not institutional metrics alone.
Clarity
Plain language always
tnAchieves works across communities with varying familiarity with higher education. Write accessibly, without jargon or acronyms that haven’t been defined.
Accuracy
Use approved data only
All statistics and program claims should be sourced from tnAchieves’ published reports. Contact Ben Sterling to verify any figures before publication.
Tone
Hopeful and grounded
Avoid both deficit framing (students as problems to be solved) and hollow optimism. tnAchieves is mission-driven and results-oriented — let both show.
Terminology note: Use “postsecondary” (one word, no hyphen), not “post-secondary.” Always write “tnAchieves” with a lowercase “tn” and capital “A.” Never: TNAchieves, TnAchieves, or TN Achieves.
Language
Program Glossary
Consistent terminology is part of consistent branding. Use these definitions when writing about tnAchieves programs, partners, and student populations in any external-facing material.
Capitalization note: Program names like COMPLETE, COMPLETE Coaching, Knox Promise, Knox Access, MemAccess, MemCOMPLETE and TN Promise are always capitalized as shown. “tnAchieves” is always lowercase “tn” with a capital “A” — no exceptions.
Access & Completion Programs & Pilots
Access Mentors
Volunteer mentors who support high school seniors as they move from high school to postsecondary enrollment. Access Mentors help students understand and complete college-going milestones such as FAFSA filing, TN Promise requirements, applications, enrollment planning and next-step questions, regardless of where the student enrolls.
ADVANCE865
A countywide initiative focused on increasing postsecondary outcomes for Knox County graduates, with a goal of 80% of graduates pursuing a postsecondary pathway by 2028.
COMPLETE
A tnAchieves program providing proactive coaching to Tennessee’s most vulnerable students — from high school through college credential to career. Students are identified using Student Aid Index (SAI) data. Always written in all caps.
COMPLETE Coaching
The proactive, high-touch coaching model at the core of the COMPLETE program. COMPLETE Coaches are embedded on college campuses to support students through unexpected barriers. Learn more at tnAchieves.org/complete.
COMPLETE Grants
Emergency aid funding paired with coaching for Pell-eligible TN Promise students. Supports basic needs like food, transportation, books and housing. Up to $1,000 per academic period; up to $1,000 per semester for Knox Promise and MemCOMPLETE students.
Job Shadow Days
Career exploration opportunities hosted by Team tnAchieves partners. Students who job shadow are 24% more likely to graduate. Offered each semester in partnership with employers across Tennessee.
Knox Access
A tnAchieves initiative providing dedicated coaching to Knox County high school seniors through college-going milestones. Currently a five-year pilot serving 18 high schools, with the final cohort being the Class of 2028.
Knox Promise
An enhanced coaching and financial support program for Knox County TN Promise students. Knox Promise students have dedicated coaches and access to increased COMPLETE Grant funding.
MemAccess
A tnAchieves Access initiative serving Memphis-area high school seniors. Coaches support students through FAFSA completion, college applications and the transition to postsecondary education.
MemCOMPLETE
The COMPLETE coaching and grant model applied to Shelby County TN Promise students, supporting persistence toward a postsecondary degree or credential.
Summer Bridge
A free, three-week academic readiness program at Tennessee community colleges preparing students for their first semester through math, reading and English instruction.
Summer Institute
A free, six-week program at Southwest Tennessee Community College allowing students to complete remedial coursework and earn nine college credit hours before the fall semester.
Workforce Mentors
Volunteer, industry-specific mentors who support college students preparing to enter the workforce. Workforce Mentors help students explore career opportunities, understand their selected industry, strengthen resumes, prepare for interviews and build professional networks during the transition from college to career.
TN Promise
A state-administered last-dollar scholarship covering tuition and mandatory fees at eligible community colleges and TCATs. tnAchieves serves as the partnering organization for TN Promise in 74 counties, supporting 93% of applicants statewide.
UT Promise
A last-dollar scholarship for qualifying Tennessee residents attending University of Tennessee system campuses. Includes mentoring and community service requirements. Operates separately from TN Promise.
Financial Aid Terms
FAFSA
Free Application for Federal Student Aid. Required for TN Promise eligibility. tnAchieves supports statewide FAFSA completion — Tennessee leads the nation in FAFSA filing; tnAchieves students file at an 83% rate.
Pell Grant
Federal need-based grant that does not need to be repaid. Pell eligibility is a key criterion for COMPLETE Grant access. Students who qualify are referred to as “economically disadvantaged.”
SAI
Student Aid Index. Replaced Expected Family Contribution (EFC) beginning with the 2024–25 FAFSA cycle. Lower or negative SAI indicates higher financial need. tnAchieves uses SAI to identify students for COMPLETE.
HOPE Scholarship
Tennessee state lottery scholarship providing merit-based financial aid to eligible students in postsecondary education.
OFA
Other Financial Assistance. A financial aid calculation used by colleges to ensure students do not exceed their cost of attendance. COMPLETE Grants must not cause a student to exceed their OFA limit.
Student Populations & Key Terms
Economically Disadvantaged
Students who qualify for the federal Pell Grant. 54% of tnAchieves students in 2024. Use this term, not “low-income” or “underprivileged.”
Academically At-Risk
Students who scored below a 19 on the ACT. 52% of tnAchieves students in 2024. Avoid “struggling students” or deficit framing.
Postsecondary
Preferred term for any education after high school — college, TCAT, or university. One word, no hyphen. Do not use “higher ed” in formal or external writing.
Community Service
TN Promise students must complete 32 hours total. Since 2009, tnAchieves students have contributed over 5 million hours. Use “community service,” not “volunteer hours.”
Key Acronyms
TCATTennessee College of Applied Technology
TBRTennessee Board of Regents
THECTennessee Higher Education Commission
TSACTennessee Student Assistance Corporation
FASTFinancial Aid Systems of Tennessee (TSAC system)
SAIStudent Aid Index (replaced EFC in 2024–25)
OFAOther Financial Assistance
WL / LOAWait List / Leave of Absence
Get in Touch
Brand & Media Contact
For logo files, photography, media inquiries, data verification or any questions about representing tnAchieves accurately, reach out directly.
Don’t