# Branding Guide

By [Mundo Lingo](https://paragraph.com/@mundolingo) · 2023-10-24

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**Mission Statement**
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![](https://storage.googleapis.com/papyrus_images/6c8e042bb5a61d823524b345f94b038e66a79d96f1de4ae1250753140f562b79.png)

**Brand Values**
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*   Integrity
    
*   Dignity
    
*   Community
    

**Target Audience**
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Foreigners who are new residents in the city.

**Logo Guidelines**
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![](https://storage.googleapis.com/papyrus_images/27b8efd284b89ca8defb08c94e0a11c215610c0dd7bea5994dcdf055d652c4ff.png)

*   Always white
    
*   No corporal alterations.
    
*   Not set over busy or highly contrasted backgrounds.
    

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**Brand Identity**
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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

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**Color Palette**
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*   **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_](https://i.imgur.com/Nnolatl.png)\*\*_._
    
*   **Backgrounds:** Big photography or small solid ‘Main Colors’.
    
*   **Avoid**: Black, primary colors, flat gradients, glowing, shine and gimmicky effects.
    

![](https://storage.googleapis.com/papyrus_images/d80110758d4fd647d033546e7ee91d54c9525b1ca1647de52198966930421c6d.png)

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🔠 **Typography**
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*   **Primary Design Font**: Nanami HM · [**Download**](https://www.fontslots.com/nanami-font/)
    
*   **Website Fonts**: Roboto + Source Sans Pro
    

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💬 **Voice and Tone**
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*   **Tone**: Casual.
    
*   **Avoid**: Cheesy phrases and clichés.
    
*   **Promotion**: Build in public, share event updates and stories.
    

**See** [**Online Representation**](https://mirror.xyz/mundolingo.eth/5pOLm1CmbONl1_hIOHy3sXwboHe1KmjSsP--sIHA52c) **for a full guide on voice.**

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🎸**Audio and Music**
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*   **Tone**: Funky, Retro, 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**](https://open.spotify.com/playlist/7icsZKhbl9PvHHBWRmPPEN?si=a80c81a341254f76) **and** **Mundo Lingo Funky** **on Spotify for examples.**

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**Imagery, Video and Photography**
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*   **Mood**: Warm and candid
    
*   **Subjects**: Urban scenes, diverse people, genuine interactions.
    
*   **Colors**: Vibrant and aligned with the brand's palette.
    
*   **Avoid**: Staged, eye-contact photos
    
*   **Avoid**: nauseatingly intense smiles. Chill, not cheesy.
    

![](https://storage.googleapis.com/papyrus_images/29f614751ef657b5484a7ae870b84c5f3510ad6121e2f8fba6b92f0b851b2aa0.png)

📽 **See** [**Videographers Guide**](https://mirror.xyz/mundolingo.eth/EbriX_TMrCM_wpMQqYqLDEY-RuxhCcPH4ruSqIMasEA) **for a full guide on Videography**

📸 **See** [**Photographers Guide**](https://mirror.xyz/mundolingo.eth/1whrv0SVEOekZOP0AVoSK5nfjgrOqgS-aPecUOaTHn8) **for a full guide on photography**

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*Originally published on [Mundo Lingo](https://paragraph.com/@mundolingo/branding-guide)*