Branding & Identity Book UNDRGRND Entertainment
Take a look at who we are...
04..................................................About Us 06........................................................Logo 12...........................................Color Palette 14.............................................Deliverables
UNDRGRND Entertainment takes Hip Hop and Rap back to its roots... before record labels ruled the music industry. In a time where mixtapes is how many music artists get big, there’s always been a line dividing those who are good enough to have a label versus those who aren’t. We are here to change that.
We decided we needed a company that gives these artist a chance to flourish in this dog-eat-dog industry. Music is important to you, but just as important to us. So join us, and show us what you have to offer.
Logo
Our logo makes our company whole. UNDRGRND Entertainment brings out the cool and new music finds for all to enjoy. And for those of you hip hop conosseurs who want a place to put your stuff, we got your back.
The angling of the sqare surrounding the type represents this “underground” feeling we’re trying to portray with the type of music and artists we support. This is the logo that will be used for all our platforms, digital and print.
Logo
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Logo
Usage of our logo: Do’s and Don’ts Colors The only colors that should be on this logo are white and black, with the occasional inclusion of our red for certain details. The logo’s type must stay in the confides of the rectangle that holds it. No type should spill over the rectangles edge.
Logo
UNDR GRND
UNDR GRND
UNDR GRND
UNDR GRND
G
Logo
Usage of our logo: Do’s and Don’ts Typeface The typeface within the rectangle logo should ALWAYS be: “28 Days Later” The separation of the type in the logo should stay at the same distance The size of the type versus the size of the logo should always stay the same as well. For example, if the point size is 52, the rectangle size should be: X: 162.349 pt Y: 289.712 pt W: 138.823 pt H: 129.175 pt
Logo
UNDR
GRND
UNDR GRND
UNDR
GRND UNDR GRND
Colors
We chose such this limited color palette for our design because we like simple... when it comes to anything but music. Our UNDRGRND red completes our simple usage of black and white and makes us pop, which is what we want as a music business.
Colors
C-0
M-0 Y-0
K-100
C-0
M-0
Y-0
K-0
C-15 M-100 Y-100 K-0
Deliverables
Our deliverables are a big deal. We want our products to make a name not for ourselves, but for you artists out there. Our designs will help you become something bigger than a simple soundcloud account. We will help you develop your name in hip hop because that’s what we’re best at.
Deliverables
01.................................Vinyl Design 02.........................................Posters 03....................................Stationery 04................................Stage Design 05.......................................Clothing
Deliverables
Vinyls Vinyl’s aren’t dead, people. In fact, we’re here to tell you that the sound is actually much better quality than the digital music you are used to hearing. We know digital is easier and cheaper, so we have both options for our artists available. However... We take great pride in our vinyl designs because of how originial the hip hop artists we support are. Our aesthetic for each cover remains similar with the color palette, but varies depending on the featured artist. (Some examples of our work follow)
Deliverables
Deliverables
Deliverables
Deliverables
Deliverables
Deliverables
Deliverables
Posters Although we are UNDRGRND, we still take pride in our ability to give new hip hop artists a presence in the industry. Our presence throughout the country depends on our enorsement of our featured underground artists. Our individualistic style of concert posters/advertising helps these artists get noticed, making our venues more packed and giving our artists a enthusiastic audience for performing.
Deliverables ENT
ERT AIN ME
NT
REST EASY STEELO
A INTIMATE SHOW DEDICATED TO PRO ERA’S CAPITAL STEEZ
JULY 7th 2012 9PM
$8 PRESALE $13 AT DOOR THE HIGHLINE BALLROOM 431 W. 16TH ST -NYC-
ONE NIGHT ONLY
Deliverables
Stationery/ Business Cards We’re not all fun and hip hop here at UNDRGRND. We are a functioning business that has a corportate presence, so for that, it’s important our identity shows even in the smallest assets like our business cards and letter heads. We use both black and white for our letters, and our business cards are always the same.
Deliverables
Deliverables
Indoor Venue Space UNDRGRND to us means hip hop in that exact fashion. Underground. All of the venues we rent out for our underground hip-hop artists stay underground. We utilize fun spaces that have bars (for those eligible to drink) as well as platforms for our artists to perform on. For the flooring, we stick with a metallic texture that reflects the lighting we use to enhance the experience for both the audience members and our performers. The stage utilizes our logo in a variety of ways, but most of the time we take the box element out and wrap the type around the sound system/ DJ set up (as shown). We always pick venues that have plenty of space so our audience can interact with eachother and the artist at a safe and fun distance.
Deliverables
Deliverables
Our Gear To really immerse yourselves in the UNDRGRND experience, you’ll need the proper get-up. Our clothing and other merchandise is available at every show at the entrance of the venue. We offer hoodies, crew necks, and t-shirts in a variety of colors with the style remaining similar from each type of garmet.
Deliverables
Linear design should be kept the same for each crewneck sweatshirt. (Meaning the arrangement of the linear graphics) Colors should change (lines) depending on the color of the article and only TWO colors can be use for the lines in the design.
Deliverables
Logo should stay on the bottom left side of the crewneck sweater (standard coloring/size).
Deliverables
Linear design should be kept the same for each hooded sweatshirt.Colors can change (lines) depending on the color of the article, however, keep the lines all the same color.
Deliverables
Logo should stay on left shoulder of hooded s weatshirt (standard coloring/size).