SO TANZT

HAMBURG
BRAND
IDENTITY
MANUAL

01 / ABOUT

WHO WE ARE
Group of event photographers and music
promoters in Hamburg, Germany, focused on
electonic events and urban alternative culture.
So Tantz Hamburg ( translated This is how
Hamburg is dancing ) is Hamburgs electonic
movement. Its the pulse of the 2nd biggest city
in Germany in an post industrial culture.
Our vision is to bring people together through
music. We want you to set yourself free and just
move to the soundwaves.

01 / ABOUT

CONTEXT
Hamburg is a big city with lots of events and performances.
Being one of the biggest cities in Germany its hard for
people to decide where to go or to know whats going on.
There are many event photographers in the city but none
of them are involved in the actual event, most of them just
being there to snap photos.

CHALLENGE
So Tanzt Hamburg is more than a group of photographers,
its a community. We get involved in the process of the
event, not only taking photographs but also helping the
promoters run their event and creating photo reviews of
everything that happened.
Were happy to be part of the Hamburg community and
making a positive contribution to the urban scene.

02 / IDENTITY

SOLUTION
We started from the idea of partying. This is
what its all about. Dancing, music, fun and
setting yourself free. This is the first element we
had in mind when we started the branding.
Techo culture is deep rooted in Hamburgs
society, so we had to make it clear that its all
happening in this urban electronic bubble. We
chose Hamburg as the second element of
inspiration for the identity.
The identity had to be bold, colourful and edgy.
It had to make you want to party and have fun.
But most of all, it had to represent the people in
Hamburg and their attitude.

So we worked a system that combines all of

the above into a simple and clean identity.

PA R T Y

ANC H O R

S O TANZT
H AMB UR G

02 / IDENTITY

ICON

Icon

Our logomark is the symbol youre gonna

recognise us after. It represents our brand and
everything we believe in. It refers to the strong
relation of the electronic culture with the city
were active in, Hamburg.

WORDMARK

SO TA N ZT
HAMBU RG

Our wordmark is our written logo. Its SO

TANZT HAMBURG (this is how Hamburg dances). This is the thing we believe in: music,
friends and having fun.
Written in all caps, just to let you know were
here.

Wordmark

02 / IDENTITY
x

LOGO
CONSTRUCTION
To build a cohesive logo we had to follow some
rules based on the weight of the letter. We built
a simple grid so that all the elements can be in
perfect symmetry.

4x

2x

SAFETY SPACE
To make sure the logos presence is evident we
have to follow some small guidelines regarding
the safety space.
The safety space is the clear zone around the
logo where no other elements such as text or
imagery can intrude.

03 / STYLE

COLOR
SCHEME
Until now youve probably figured
out what the basic color scheme is.
But in here were gonna give you
more details about it.
So Tanzt Hamburg has a fun and
colourful identity. Its supposed to
be like this to reflect the spirit of
Hamburg.
When using the colors in print its
important to use the Pantone Solid
color code and send the files in
CMYK. For web, just use the RGB
one.
So here are the allowed color
combinations.

SO RED

SO DARK

SO WOW

Pantone P57 C

Pantone 179 C

Pantone 100 C

CMYK 0 91 60 0

CMYK 76 67 53 63

CMYK 93 87 6 0

RGB 230 48 75

RGB 46 46 53

RGB 57 57 137

SO LOW

SO PALE

Pantone 10 C

Pantone P127 C

CMYK 0 19 71 0

CMYK 31 0 16 0

RGB 254 209 91

RGB 188 224 222

03 / STYLE

TYPOGRAPHY
Typography is one of the most important parts
in our identity so we have to respect these
guidelines.
Our typographic style contributes to our aesthetic and make our communication appear
consistent.
Our typography system is made out of two
fonts: Blender Pro - for headlines and titles, and
Proxima Nova - for body text.

Blender Pro is a font designed by Nik Thoenen

and released under Gestalten Fonts in 2003. It
can be purchased on: fonts.gestalten.com
Proxima Nova is a font designed and published
by Mark Simonson in 2005. The family can be
purchased on myfonts.com

ABCDEFGHIJKLMN
OPQRSTUVXYZ
abcdefghijklmn
opqrstuvxyz
Eat. Sleep. Rave. Repeat.
0123456789
!@#$%^&*()_+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Party. Party. Party. Rave. Rave. Rave.
0123456789
!@#$%^&*()_+

03 / STYLE

BRANDING
SYSTEM
So that our style can be recognized we
created a system that allows us to show
what were all about without being too
intrusive.
Our eclectic style can be represented by
bringing contrast in combining colourful
backgrounds with shapes of all sizes.
This way we create a strong powerful
system that allows us to be playful within
the SO TANZT HAMBURG brand
guidelines.
Just dont go too crazy with it. Simplicity
is the key. Use shapes responsibly.
Soooo?

03 / STYLE

OTHER
EXAMPLES
Just to make it clear. These are some
more examples about how you can create SO TANZT graphics + other simple
rules.
1. Never use other colors that the ones in
the brandbook.
2. Always use the shapes provided in the
brandbook.
3. When you have more information try
and play with different circles / shapes in
order to prioritise the information.
4. Overlapping lines & shapes is fine.
Actually, we kind of encourage you to do
that for a more eclectic feel.
5. Dont go too crazy. Crazy is not ok.

SO...
THANKS!