Welcome to The Engine! We're thrilled to have you in our community. This guide will help you communicate clearly about your relationship to The Engine and use our brand assets. If you have questions, please reach out to marketing@engine.xyz. We are here to help you amplify your message, and we want to tell your story—all in the name of Tough Tech.
1. The Engine's Mission
The Engine's mission is to support and accelerate Tough Tech companies solving the world's most challenging problems, as they move from research breakthroughs to commercial impact.
2. Talking About Our Relationship
When referring to your relationship with The Engine, please use one of the following approved phrases:
"A resident company of The Engine" or “[Company name] are residents of The Engine”
"Located at The Engine."
Trademark Usage
Always use our full name "The Engine" with a capital "T" and "E" when referring to our organization. Always include "The". You can say “The Engine” or “The Engine, built by MIT”.
Do's and Don'ts
Do:
Be authentic! Share what you're excited about. If you want help writing or are unsure how to refer to us or our relationships, reach out to marketing@engine.xyz.
Don't:
Use the phrase “portfolio company” in conjunction with The Engine. You may separately use it to refer to an investor relationship with The Engine Ventures or another VC.
Misrepresent your relationship with us (e.g., claiming ownership of programs or initiatives that are not yours).
Unless The Engine Ventures has invested in you, please don't misrepresent your relationship with them.
Speak on behalf of The Engine unless explicitly authorized.
Share confidential information about us, other residents, or our partners.
3. Logo Usage
Clear Space
Maintain a clear space around the logo equal to the height of the "E" in "Engine" on all sides.
Minimum Size
Digital: The logo should never be smaller than 36 pixels in height.
Print: Minimum logo height is 0.5 inches.
Usage Guidelines
Use the logo exactly as provided. Logos can be found at the bottom of the page.
Do not distort, stretch, change colors, add effects or shadows to the logo.
Do not use the logo on busy backgrounds that reduce legibility.
Do not combine our logo with other logos or text without approval, as it implies endorsement and may confuse audiences. Please ask marketing@engine.xyz for help.
4. Social Media
Do's and Don'ts
Do:
Tag our official account: @The Engine on LinkedIn when mentioning The Engine.
Use the #ToughTech hashtag and other relevant hashtags.
Share milestones, wins, and behind-the-scenes moments. Please give us a heads up so we can amplify your news! Share in our new Resident Slack group.
Don't:
Post photos or content that include other residents or their work without their permission.
Use The Engine name in ways that could imply sponsorship or endorsement of specific opinions or products. When in doubt, check with marketing.
Feel free to share your personal experience, but avoid speaking on behalf of The Engine unless approved.
6. Approval Process
For marketing, communications, or brand-related inquiries or approvals, contact: marketing@engine.xyz. Please allow 3-5 business days for review and approval of materials using The Engine's brand elements. If you're unsure about anything, we're here to help! Contact marketing with questions about communications or brand usage.
