Ti Brand Book

Making Impact

You Are The Brand No matter who or where you are, you represent everything that TI can be. As an organization, our goal is to be the world’s most valuable semiconductor company. As a leader, we have a heritage of products and a way of thinking that sets the stage for the industry. As a partner, we work collaboratively with our customers to develop technology that’s perfectly tailored to their needs. As a culture, we value integrity and innovation. We thrive on our commitment—to our customers, each other and success. But customers, communities, investors and potential employees don’t always understand TI’s impact on technology, people’s lives and the world.

Rich Templeton President & Chief Executive Officer

As we move forward, our brand has the potential to help us achieve our goals, realize our values and communicate what truly makes us TI. We’re at a turning point. The opportunity for TI’s technology to make an impact is growing around the world. We can either make the most of it or we can allow the competitors to define what happens next. Now is the perfect time to focus, strengthen and support our brand with everything we say and do. Help us make that great impact. Thank you for making TI what it is today and everything it will be.

Building a Brand

The strength of our brand is a large part of the strength of our business. But what does “brand” really mean? Our brand is everything people think of when they think of TI. It’s rooted in TI’s reputation, mission, goals. It’s our promise to anyone who relies on TI and how it’s delivered.

The TI brand and our success rely on being consistent and focused in everything we do—in the way we act and communicate and the initiatives we pursue.

Great brands aren’t built in marketing departments or boardrooms. They’re built every single day by every one of you.

The TI Brand We want TI to represent impact to everyone who relies on TI. For over 75 years, TI has made an impact on technology and the world. Our ingenuity takes our customers’ ideas further, helping to continually create products that make lives better. Creating products that truly matter is becoming more difficult because of growing pressure to get to market more quickly and cheaply. TI solves those challenges that stand between customers’ ideas and reality. Only TI has the breadth and depth—with our manufacturing capabilities, worldwide local presence and proven track record—to turn great concepts into remarkable products time and time again. We’re inventive. We’re essential to the people we support. But what’s truly amazing is the positive impact that Texas Instruments makes on technology and lives around the world.

Impact

Living The Brand Whether customers look to TI or a competitor, they want a company that makes high quality products and delivers. Someone they can trust, who supports them and is easy to work with. You have to demonstrate that TI makes an impact by helping customers make an impact on the marketplace and the world. To do this, you have to be inventive, essential, passionate and connected.

A fisherman in a developing country gains access to an affordable mobile phone powered by products from TI. As a result, he can get his goods to the right marketplace faster, which makes his business easier and more profitable.

Inventive Our attribute

When you’re inventive, you’re making an impact TI has a history of coaxing ever more efficiency out of increasingly powerful semiconductors. We continue this drive toward innovation every day with customers and team members around the world.

In a university laboratory, a woman sees her first image of a human face thanks to TI digital signal processing, which allows the visionimpaired to “see” in ways never before possible.

Essential Our attribute

When you’re essential, you’re making an impact The technology that TI creates is essential to helping customers bring their ideas and designs to fruition. As a TI employee, your work advances technology throughout the world, and everything you do is essential to our customers, consumers and communities.

At sunrise, a man walks his dog for the first time without a wheelchair. TI semiconductors are at the heart of cutting-edge prosthetic devices that give people the ability to walk independently, shake the hand of a neighbor, and embrace their loved ones.

Passionate Our attribute

When you’re passionate, you’re making an impact TI is passionate about semiconductor technology and the creative possibilities it allows. We are passionate about the sophistication of our manufacturing processes and the impact they make on customers and on lives around the world.

A child pauses from his popcorn to stare in wonder at movie magic. TI DLP chips produced the first major innovation in cinema in over 70 years, providing movie fans with a crisper, cleaner cinematic experience than they’d ever seen before.

Connected Our attribute

When you’re connected, you’re making an impact TI is constantly engaged in open communication with our customers and employees. At TI, we cherish our connections to team members around the world and the enormous value of our collective talents.

A teacher smiles as a gasp of understanding spreads across her trigonometry classroom. TI calculators have unique networking capabilities that allow teachers to quickly track student progress and ultimately improve students’ math skills.

The Promise We Make When you choose to work for TI, you choose to live up to and help us deliver on these promises, rooted in our values and focused on our success.

house once to rescue a grandmother trapped on the top floor. TI worked with manufacturers to create state-of-the-art personal monitoring systems for firefighters, helping to ensure

We promise to make a positive impact on technology and on lives around the world — like we have for over 75 years. To customers, we promise that working with TI will positively impact their creativity, capabilities and the bottom line–allowing them to create products that change the marketplace and the world.

To consumers, we promise to continually impact the world around them—allowing technology to enrich their lives in ways that make a beneficial difference on the environment and in communities around the globe.

To employees, TI promises to impact your personal success by giving you the ability to do more with your skills and knowledge— allowing you to change lives and the world for the better with every action you take.

A firefighter knows she only has time to go into a burning

Communicating Our Brand

The way we represent ourselves is a key element in standing out and standing for something that matters to people. To be the world’s most valuable semiconductor company, everything we do has to demonstrate our brand’s focus, passion and impact. As the world and our markets evolve, we have an opportunity, right now, to demonstrate that impact.

Our Signature The new signature represents what we want TI to become. We have impact, passion and global relevance. The red color and the strong black wordmark, reminiscent of the old signature, are nods to our heritage.

The frame serves as a square canvas and gives our signature logic, control and precision, evoking both embedded technology and semiconductors.

The handwriting in the symbol possesses an approachable human touch, a sign of our personal integrity and commitment. It also captures our essential, connected nature.

The red we have used for years is now more prominent to represent our bold strength. It creates visual impact, helping us stand out from our competitors.

The strong black wordmark, reminiscent of the old signature, is a nod to our heritage.

Our Visual Style Essential, passionate, inventive and connected— that’s the criteria for everything we create. Our new design system incorporates a new signature, bold and simple color palette, and contemporary typography and imagery.

The Family of TI Brands As the TI brand develops consistency, you’ll see all of TI’s essential pieces evolve as well.

A close brand relationship allows product groups to take full advantage of their connection to TI, helping people understand what we do and what we stand for. Corporate

Product groups

TI History

Making impact for over 75 years 30s

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GSI, TI’s predecessor, developed seismic signal processing which helped to find the world’s previously untapped oil reserves.

GSI managers, Eugene McDermott, Erik Jonsson, Cecil Green, and H. Bates Peacock, use their own assets to purchase the company.

GSI changes its name to TI – currently one of the most trusted and recognized names in the industry.

As the first U.S. semiconductor company to manufacture outside the U.S., TI makes global connections and impact in Europe, South America and Asia.

TI invents the singlechip microprocessor, which makes possible a wide range of portable, handheld electronics.

TI announces its first single-chip digital signal processor (DSP), enabling the proliferation of home computers.

The placement of TI technology in calculators and the “Speak and Spell,” makes it easier for teachers to educate and connect with their students.

TI makes diversity a central part of its strategy while passionately supporting all of its employees and attracting the widest range of talent possible.

TI shifts its focus to digital signal processing and analog technology. Its DSP chips increase the speed of cell phones, downloading and email servers worldwide, helping the world to connect a little faster.

TI’s competitive edge in specialized semiconductor chips and software fuels explosive growth in wireless applications. More than a third of the world’s 140 million high-speed-access subscribers use TI technology.

TI invents the first Digital Light Processing™ chip, which enables seamless pictures, clarity and brilliant color in cinema, TV and multimedia.

TI unveils the world’s first 1GHz DSP, the fastest in the industry, according to the Guinness Book of World Records.

Shifting their focus to electronics, GSI creates submarine detection equipment that proves essential in World War II.

Jack Kilby invents the integrated circuit, solving the fundamental problem of how to make miniature parts fit in electronics. In 2000, he receives the Nobel Prize in physics for this crucial contribution.

The powerful combination of integrated circuits and automated manufacturing allows electronics to become a pervasive and convenient part of daily life.

The Future of TI TI isn’t the world’s most valuable semiconductor company—yet. However, as we align our actions and communications and focus on being true to our values, we’re well on our way to making true impact.

You’ll see more and more of our brand focus in coming months. From signage and business cards to the energy in the hallways, you’ll see signs of impact everywhere you see TI. As we communicate, act on and believe in impact, we’ll see a positive impact on development, partnerships and the way people look at TI.

It’s up to you–to be inventive, essential, passionate and connected. To live up to the promises we make to our customers, the world and each other. To help TI be the company you know it can be.

Go ahead and make an impact.