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.

Color Palette

• Primary Colors: Bright and warm like sunset yellow (hex #ffaf00) and pink (hex #FF0066).

• Logo & Text: Always in solid white or transparent*

  • *transparant meaning the text is the same colour as the background

• Text Background: Solid primary colour, or faded photography.

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

Typography

• Primary Design Font: Nanami HM · Download

• Website Fonts: Roboto + Source Sans Pro

• Design texts are in white always.

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.

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 or artificial-looking photographs.

📽 See Videographers Guide for a full guide on Videography

📸 See Photographers Guide for a full guide on photography