Massive Music

Official Websites

• https://massivemusic.com
• http://www.massivemusic.com
• https://massivemusic.com/en/about
• https://massivemusic.com/ja/about

Brand Guidelines

2015

Brand Summary

Mission

• MassiveMusic believes in the social value of music and how it transforms the way people connect and interact with brands [^1].

Core Values

• music as life
• connection
• communication
• creativity
• integrity
• irreverence
• confidence
• serious fun

Target Audience

• Brands and organizations seeking to connect with audiences through music, including global partners, creatives, and clients [^2].

Personality Traits

• confident
• intelligent
• irreverent
• serious fun
• creative
• bold

Visual Identity Overview

• The visual identity centers on the MM Squiggle logo, vibrant orange and black color palette, bold and confident typography, minimalistic and modern layouts, and playful, irreverent messaging [^3].

Categories

Brand Voice

• MassiveMusic’s communications get straight to the point with an attitude of confidence and intelligence, sprinkled with a little bit of irreverence. MassiveMusic communicates in a voice that’s more conversation than corporation.
• THE MM TONE OF VOICE CAN BE DESCRIBED AS SERIOUS FUN

Brand Imagery

• The MassiveMusic logo, affectionately known as the MM Squiggle, is the cornerstone of our visual or brand identity. The form consists of two conjoined M’s to suggest sound waves.
• The MM logo is our signature and should never be re-drawn or modified under any circumstances. Please always use master artwork when reproducing the MM logo. Otherwise, we will force you into a dark room with Miley Cyrus hits played on a continuous loop at an excruciating volume.
• These versions of the MM logo (consisting of the MM Squiggle and a simple wordmark) may be employed when an audience is unfamiliar with the MM Brand, or can’t understand semiotics.
• The precise position and proportion of all the elements are fixed and must always be reproduced in the set relationship shown here. Please always ensure you are using the correct artwork for your application.
• This version of the MM logo consists of the MM Squiggle, and a wordmark that is aligned with the X-height. This alternate version may be employed at your discretion, but is particularly suited for horizontal formats (such as the side of a drumstick or a bullet train).
• To ensure the integrity and visibility of the MM brand, the MM logo must always be kept clear of competing text, images and graphics. Think of it like the stage position of band members: from Jagger to Jay-Z, the frontman consistently demands a minimum clear space during a performance.
• All versions of the MM logo must be surrounded on all sides by a space equal in size to the X-height of the Squiggle.

Color Palette

• RGB: 255/55/0
• CMYK: 0/75/100/0
• Pantone: Orange 021 C
• MM’s primary colour palette is comprised of two colours: MM Orange and MM Black. The MM logo should be reproduced in the most vibrant orange possible. Colour occurs in many forms, e.g. as printing ink on paper, as foil for a DJ bag and pixels on a screen. This document outlines colour specifications for all media, except tattoo inks/pigments.
• RGB: 0/0/0
• CMYK: 0/0/0/100
• Pantone: Black
• In some situations, it may not be possible to reproduce the MM logo in orange -if so: please reproduce the logo in 100% black, and never a tint. Thanks.
• MM’s primary colour palette is comprised of two colours: MM Orange and MM Black.
• MM Colour Palette: Secondary As mentioned previously, colour is one of the most powerful visual components of a company’s brand. Colour inspires emotion and provides clear and immediate recognition. The below palette shows the complimentary colours for the MM brand identity.
• RGB: 255/100/0 RGB: 255/0/0 RGB: 220/20/60 RGB: 255/25/55 RGB: 255/80/55 RGB: 255/150/20 RGB: 210/105/30 CMYK: 0/60/100/0 CMYK: 0/90/90/0 CMYK: 100/0/0/0 CMYK: 0/90/80/0 CMYK: 0/70/80/0 CMYK: 0/40/90/0 CMYK: 0/50/86/18
• Note: White is an important colour in the brand identity (e.g. stationery items) that is used to create contrast and an open feeling. Alternatively, a dominant use of black (e.g. website) is used to create an atmosphere of sophistication and innovation.

Typography

• ITC Lubalin Graph ‘Extra Light’ is our primary typeface. It should always be set in capital letters and employed as the headline font. The ‘Book’ version can sometimes be used for support.
• Lubalin Graph is a slab serif typeface, where the serifs are unbracketed and similar in weight to the strokes of the letters. The typeface was designed by Herb Lubalin and Edward Benguiat, whilst they were listening to ‘The Way We Were’ by Barbra Streisand, in 1974.
• A usage licence can be purchased at www.linotype.com
• Akzidenz-Grotesk (‘Bold’ and ‘Regular’) is our supporting typeface and used for body copy. As a sans-serif, it is neutral, workmanlike and does not demand too much attention (just like a good bass player).
• The consistent use of the two MM typefaces allows our friends/ clients to readily recognise communication from MassiveMusic.
• A usage licence can be purchased at www.bertholdtypes.com
• All correspondence is to be set in ‘Akzidenz-Grotesk (Bold & Regular)’, the MM secondary typeface: Size 10/12pt leading, flush left. If this typeface is not available, please use ‘Arial’ -a bastard font freely found on all Mac and PC platforms.
• ITC Lubalin Graph BT ‘Extra Light’ can be used for lead copy.
• For showreels and case-study films, please position the MM logo in the top left of the screen -and colour it white with a 40% transparency. To convey the witty and irreverent MM tone-of-voice, the use of a MM disclaimer as an opening frame is encouraged. Treat the messaging in a minimal and confident manner. Use strong, bold typography that’s not afraid to speak out.
• For titles use the font ‘ITC Lubalin Graph’, set in Caps.
• Make the messaging stand out by using confident and bold typography. Make the copy memorable and engaging.
• Despite some of the rules earlier in this document, don’t be so precious when using the MM logo and typefaces: be original and playful!

Logo Usage

• The MassiveMusic logo, affectionately known as the MM Squiggle, is the cornerstone of our visual or brand identity. The form consists of two conjoined M’s to suggest sound waves.
• The MM logo is our signature and should never be re-drawn or modified under any circumstances. Please always use master artwork when reproducing the MM logo. Otherwise, we will force you into a dark room with Miley Cyrus hits played on a continuous loop at an excruciating volume.
• These versions of the MM logo (consisting of the MM Squiggle and a simple wordmark) may be employed when an audience is unfamiliar with the MM Brand, or can’t understand semiotics.
• The precise position and proportion of all the elements are fixed and must always be reproduced in the set relationship shown here. Please always ensure you are using the correct artwork for your application.
• This version of the MM logo consists of the MM Squiggle, and a wordmark that is aligned with the X-height. This alternate version may be employed at your discretion, but is particularly suited for horizontal formats (such as the side of a drumstick or a bullet train).
• To ensure the integrity and visibility of the MM brand, the MM logo must always be kept clear of competing text, images and graphics. Think of it like the stage position of band members: from Jagger to Jay-Z, the frontman consistently demands a minimum clear space during a performance.
• All versions of the MM logo must be surrounded on all sides by a space equal in size to the X-height of the Squiggle.
• To further ensure legibility and visibility, the MM Squiggle should never be reproduced at a size of less than 10mm in width.
• For the Horizontal version of the MM logo, the minimum size of the Squiggle must not be smaller than 15mm in width.
• MM’s primary colour palette is comprised of two colours: MM Orange and MM Black. The MM logo should be reproduced in the most vibrant orange possible.
• In some situations, it may not be possible to reproduce the MM logo in orange -if so: please reproduce the logo in 100% black, and never a tint. Thanks.

Tone And Messaging

• MassiveMusic’s communications get straight to the point with an attitude of confidence and intelligence, sprinkled with a little bit of irreverence. MassiveMusic communicates in a voice that’s more conversation than corporation.
• THE MM TONE OF VOICE CAN BE DESCRIBED AS SERIOUS FUN
• Creative copywriting plays an important, yet subtle, role in the MM website. Unique features such as ‘Image ON/OFF’ and the dynamic ‘Brand Proposition’ statement amplify the creativity, fun and irreverence of the people behind MassiveMusic.
• International greetings to convey the multinational nature of MassiveMusic
• Once again, copywriting plays an important role in conveying personality and attitude.
• Note: even the disclaimer text and social-media icons are an opportunity for wit and irreverence.
• To convey the witty and irreverent MM tone-of-voice, the use of a MM disclaimer as an opening frame is encouraged. Treat the messaging in a minimal and confident manner. Use strong, bold typography that’s not afraid to speak out.
• Make the messaging stand out by using confident and bold typography. Make the copy memorable and engaging.
• Despite some of the rules earlier in this document, don’t be so precious when using the MM logo and typefaces: be original and playful!

Brand Values

• MASSIVEMUSIC BELIEVES IN THE SOCIAL VALUE OF MUSIC – AND HOW THIS TRANSFORMS THE WAY PEOPLE CONNECT AND INTERACT WITH BRANDS.
• This Manifesto is a declaration of the intentions, spirit and views of the best-looking music agency in the world. Everyone at MM is obligated to recite (or even sing) this text on a daily basis.
• MUSIC IS THROBBING IN OUR VEINS, AND RINGING IN OUR EARS.
• MUSIC IS HOW WE COMMUNICATE, AND BRING PEOPLE TOGETHER.
• MUSIC CONNECTS TO MEMORIES, AND TAKES US SOMEWHERE ELSE.
• MUSIC CAUSES US TO WIGGLE, JUMP, AND SHOUT YEEHAW!
• MUSIC IS WHO WE ARE, AND HOW WE LIVE OUR LIVES.
• IN FACT, MUSIC IS OUR LIFE, AND WHAT WE DO.
• WE ARE MUSIC.
• MASSIVEMUSIC.

Visual Style

• The MassiveMusic logo, affectionately known as the MM Squiggle, is the cornerstone of our visual or brand identity. The form consists of two conjoined M’s to suggest sound waves.
• The MM logo is our signature and should never be re-drawn or modified under any circumstances. Please always use master artwork when reproducing the MM logo. Otherwise, we will force you into a dark room with Miley Cyrus hits played on a continuous loop at an excruciating volume.
• These versions of the MM logo (consisting of the MM Squiggle and a simple wordmark) may be employed when an audience is unfamiliar with the MM Brand, or can’t understand semiotics.
• The precise position and proportion of all the elements are fixed and must always be reproduced in the set relationship shown here. Please always ensure you are using the correct artwork for your application.
• This version of the MM logo consists of the MM Squiggle, and a wordmark that is aligned with the X-height. This alternate version may be employed at your discretion, but is particularly suited for horizontal formats (such as the side of a drumstick or a bullet train).
• To ensure the integrity and visibility of the MM brand, the MM logo must always be kept clear of competing text, images and graphics. Think of it like the stage position of band members: from Jagger to Jay-Z, the frontman consistently demands a minimum clear space during a performance.
• All versions of the MM logo must be surrounded on all sides by a space equal in size to the X-height of the Squiggle.

Layout And Composition

• The MassiveMusic logo, affectionately known as the MM Squiggle, is the cornerstone of our visual or brand identity. The form consists of two conjoined M’s to suggest sound waves.
• The MM logo is our signature and should never be re-drawn or modified under any circumstances. Please always use master artwork when reproducing the MM logo.
• These versions of the MM logo (consisting of the MM Squiggle and a simple wordmark) may be employed when an audience is unfamiliar with the MM Brand, or can’t understand semiotics.
• The precise position and proportion of all the elements are fixed and must always be reproduced in the set relationship shown here. Please always ensure you are using the correct artwork for your application.
• This version of the MM logo consists of the MM Squiggle, and a wordmark that is aligned with the X-height. This alternate version may be employed at your discretion, but is particularly suited for horizontal formats (such as the side of a drumstick or a bullet train).
• To ensure the integrity and visibility of the MM brand, the MM logo must always be kept clear of competing text, images and graphics. Think of it like the stage position of band members: from Jagger to Jay-Z, the frontman consistently demands a minimum clear space during a performance.
• All versions of the MM logo must be surrounded on all sides by a space equal in size to the X-height of the Squiggle.

Brand Positioning

• MASSIVEMUSIC BELIEVES IN THE SOCIAL VALUE OF MUSIC – AND HOW THIS TRANSFORMS THE WAY PEOPLE CONNECT AND INTERACT WITH BRANDS.

Manifesto

• This Manifesto is a declaration of the intentions, spirit and views of the best-looking music agency in the world. Everyone at MM is obligated to recite (or even sing) this text on a daily basis.
• MUSIC IS THROBBING IN OUR VEINS, AND RINGING IN OUR EARS.
• MUSIC IS HOW WE COMMUNICATE, AND BRING PEOPLE TOGETHER.
• MUSIC CONNECTS TO MEMORIES, AND TAKES US SOMEWHERE ELSE.
• MUSIC CAUSES US TO WIGGLE, JUMP, AND SHOUT YEEHAW!
• MUSIC IS WHO WE ARE, AND HOW WE LIVE OUR LIVES.
• IN FACT, MUSIC IS OUR LIFE, AND WHAT WE DO.
• WE ARE MUSIC.
• MASSIVEMUSIC.

Applications

• These versions of the MM logo (consisting of the MM Squiggle and a simple wordmark) may be employed when an audience is unfamiliar with the MM Brand, or can’t understand semiotics. The precise position and proportion of all the elements are fixed and must always be reproduced in the set relationship shown here. Please always ensure you are using the correct artwork for your application.
• This version of the MM logo consists of the MM Squiggle, and a wordmark that is aligned with the X-height. This alternate version may be employed at your discretion, but is particularly suited for horizontal formats (such as the side of a drumstick or a bullet train).
• To ensure the integrity and visibility of the MM brand, the MM logo must always be kept clear of competing text, images and graphics. Think of it like the stage position of band members: from Jagger to Jay-Z, the frontman consistently demands a minimum clear space during a performance. All versions of the MM logo must be surrounded on all sides by a space equal in size to the X-height of the Squiggle.
• To further ensure legibility and visibility, the MM Squiggle should never be reproduced at a size of less than 10mm in width. For the Horizontal version of the MM logo, the minimum size of the Squiggle must not be smaller than 15mm in width.
• Business presentations to potential or existing partners are most effective when there is consistency in how MM brand assets are used. Please use the available PPT and Keynote templates, and never ever use those cheesy twirl animations!
• For all social media pages, please use the MM logo as the ‘Profile Photo’. The ‘Cover-Picture/Header’ can use a key image from a current campaign. The result is a brand identity that is unified yet not uniform; coherent but not monotonous. A bit like Lady Gaga, actually.
• Always use the Massive Music logo as the ‘Profile Photo’
• The examples below show how the MM logo can be used when MassiveMusic is an endorsed or sponsored partner. As noted, there are two versions of the MM logo: stacked & horizontal. These can be presented in different ways as illustrated below.

Website Guidelines

• The design of the MM website adheres to durable and functional modernist principles (a ’less is more’ philosophy). Just like great rhythm sections, the design provides a foundation to allow the award-winning showreel to revel in its glory.
• Creative copywriting plays an important, yet subtle, role in the MM website. Unique features such as ‘Image ON/OFF’ and the dynamic ‘Brand Proposition’ statement amplify the creativity, fun and irreverence of the people behind MassiveMusic.
• International greetings to convey the multinational nature of MassiveMusic

Digital Newsletter Guidelines

• For the email newsletter, the template design follows a strict grid to allow the great projects to shine. Once again, copywriting plays an important role in conveying personality and attitude.

Showreel Guidelines

• Material only suitable for Creatives and their Clients
• Not suitable for those aged 88 and older
• Special MM disclaimer text at start
• Similar to the MM website, employ the filter option ’turn off image’ to emphasise the soundtrack.
• For showreels and case-study films, please position the MM logo in the top left of the screen -and colour it white with a 40% transparency.
• To convey the witty and irreverent MM tone-of-voice, the use of a MM disclaimer as an opening frame is encouraged. Treat the messaging in a minimal and confident manner. Use strong, bold typography that’s not afraid to speak out.
• For titles use the font ‘ITC Lubalin Graph’, set in Caps.
• Sometimes subtitles can be used for added effect.
• The end frame should always feature the MM logo with wordmark (stacked version), positioned in the center of the screen.

Stationery Guidelines

• The brand identity of MassiveMusic is often first established with a business card - so please, never underestimate the importance of making a favourable first impression.
• The MM business cards feature illustrations of each member of staff, and a listing of their musical tastes – to convey the passion for music that is at the heart of MassiveMusic.
• Wherever you are located around the world, please use our corporate templates for the letterhead.*
• All correspondence is to be set in ‘Akzidenz-Grotesk (Bold & Regular)’, the MM secondary typeface: Size 10/12pt leading, flush left. If this typeface is not available, please use ‘Arial’ -a bastard font freely found on all Mac and PC platforms.
• As with the majority of applications, it is not just the bold graphic styling, but the witty, irreverent and engaging copywriting that forms an integral part of the MM brand identity.
• In the example shown, simple stickers contain messages for the postman or courier.
• Note: White is an important colour in the brand identity (e.g. stationery items) that is used to create contrast and an open feeling.

Letterhead Guidelines

• Wherever you are located around the world, please use our corporate templates for the letterhead.*
• All correspondence is to be set in ‘Akzidenz-Grotesk (Bold & Regular)’, the MM secondary typeface: Size 10/12pt leading, flush left. If this typeface is not available, please use ‘Arial’ -a bastard font freely found on all Mac and PC platforms.
• • Imagine, in former times, these items were printed with shiny inks on fancy paper. You could actually touch and smell them.

Address Sticker Guidelines

• As with the majority of applications, it is not just the bold graphic styling, but the witty, irreverent and engaging copywriting that forms an integral part of the MM brand identity.
• In the example shown, simple stickers contain messages for the postman or courier.

Sponsored Applications Guidelines

• The examples below show how the MM logo can be used when MassiveMusic is an endorsed or sponsored partner.
• As noted, there are two versions of the MM logo: stacked & horizontal. These can be presented in different ways as illustrated below.

Poster Guidelines

• Make the messaging stand out by using confident and bold typography. Make the copy memorable and engaging.
• Despite some of the rules earlier in this document, don’t be so precious when using the MM logo and typefaces: be original and playful!

Dynamic Logo Guidelines

• Despite some of the aforementioned rules, the MM brand is also fluid and dynamic. Sometimes, the MM logo doesn’t have be in orange -and even the graphic form may be altered. To avoid trouble from Hans, please check with Steve about such playful and expressive design approaches.

Additional Properties