Mission Statement

Brand Values

• Integrity

• Dignity

• Community

Target Audience

Foreigners who are new residents in the city.

Logo Guidelines

• Always white

• No corporal alterations.

• Not set over busy or highly contrasted backgrounds.

Brand Identity

In words:

• Bold: Fearless.

• Warm: Genuine, authentic and friendly

• Bohemian: Unconventional, non-commercial, and artistic.

• Urban: Street, rough and metropolitan.

We are not: Minimalist, sleek, clean, prestigious, luxury, empty

Color Palette

• Main Colors: Bright and warm like golden yellow #ffbf00ff, fuchsia #FF0066, aqua blue #00c7ffff and turquoise #1ae5b6ff

• Logo & Text in solid white, or background colour** like this**.

• Backgrounds: Big photography or small solid ‘Main Colors’.

• Avoid: Black, primary colors, flat gradients, glowing, shine and gimmicky effects.

🔠 Typography

• Primary Design Font: Nanami HM · Download

• Website Fonts: Roboto + Source Sans Pro

💬 Voice and Tone

• Tone: Casual.

• Avoid: Cheesy phrases and clichés.

• Promotion: Build in public, share event updates and stories.

See Online Representation for a full guide on voice.

🎸Audio and Music

• Tone: Funky, Upbeat, Blues, Soft Rock, Indie.

• Avoid: Cheesy, Comercial, EDM, Pop, (‘Hard’-anything, eg. Rock, Metal, House)

• Promotion: Build in public, share event updates and stories.

See ML VIDEO MUSIC on Spotify for examples.

Imagery, Video and Photography

• Mood: Warm and candid

• Subjects: Urban scenes, diverse people, genuine interactions.

• Colors: Vibrant and aligned with the brand's palette.

• Avoid: Staged, eye-contact, or artificial-looking photographs.

📽 See Videographers Guide for a full guide on Videography

📸 See Photographers Guide for a full guide on photography