Brand Identity Guidelines for MassiveMusic: a music agency with offices in Amsterdam, London, New York, Los Angeles and Shanghai. Brand Strategy, Design & Text: The Stone Twins, Amsterdam © 2015

1. MASSIVEMUSIC
BRAND IDENTITY
GUIDELINES
Version 2.0

2. 1 Introduction
Our brand identity is the face and personality we present to the
global community. It’s as important as the music we make and
the services we provide. Our identity is the total effect of our
logo(s), products, brand names, trademarks, website, social media,
presentations and parties/events: everything that represents us.
Because the MassiveMusic (MM) brand cannot be compromised,
we’ve created this guide to provide all the pertinent specifications
you need to maintain its integrity.
The guidelines in this document are not meant to inhibit, but to
improve the creative process. In fact, when used correctly,
they help to energize and invigorate the brand. By following these
guidelines, the materials you create will represent MassiveMusic
cohesively to the world.
We have tried to provide guidelines that are easy to follow.
Whenever questions arise, please ask Steve Johnsen at MM
Amsterdam for more information or contact The Stone Twins,
the agency behind the MM Brand (they’ll try to answer as
quick as possible – but, you know what they’re like).
Thank you in advance for your help in following these simple rules.
MassiveMusic.
Note: We employ the initialism MM to represent
MassiveMusic’ throughout this document –
as we’re too lazy to type MassiveMusic all the time.
‘

3. 2
MASSIVEMUSIC BELIEVES IN
THE SOCIAL VALUE OF MUSIC –
AND HOW THIS TRANSFORMS
THE WAY PEOPLE CONNECT
AND INTERACT WITH BRANDS.
Brand Positioning Statement

4. 3
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.
MM 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.

5. 4 Contents
BRAND IDENTITY ELEMENTS
MM LOGO
MM LOGO WITH WORDMARK
CLEAR SPACE
MINIMUM SIZE
MM TYPOGRAPHY
MM COLOUR PALETTE
MM TONE OF VOICE
APPLICATIONS
VARIOUS APPLICATIONS
WEBSITE
DIGITAL NEWSLETTER
POWERPOINT/KEYNOTE
E-MAIL SIGNATURE
SOCIAL MEDIA
SHOWREEL/CASE-STUDY FILM
STATIONERY
SPONSORED APPLICATIONS
INSPIRATION
DYNAMIC LOGO
CONTACT
05
06
08
09
10
12
14
16
20
22
24
26
27
28
29
32
33
38
42

6. 5 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.
MM Logo

7. MassiveMusic MassiveMusic
London
MassiveMusic
Press Room
MassiveMusic
Broadcast Design
MassiveMusic
Research
SonicBranding Events MassiveMannschaft
MassiveMusic
Amsterdam
MassiveMusic
New York
MassiveMusic
Amsterdam
Combination/Lock-Up
Logo/Squiggle
Wordmark/Name
(Akzidenz-Grotesk Bold)
6 MM Logo with Wordmark:
Stacked Version (Variations)
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.

8. MassiveMusic
Combination/Lock-Up
Logo/Squiggle Wordmark/Name (Akzidenz-Grotesk Bold)
*Nickname = MM Squiggle
MassiveMusic Press Room
MassiveMusic Broadcast Design
MassiveMusic Research
Sonic Branding
MassiveVoices
Etc…
7 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).
MM Logo with Wordmark:
Horizontal Version (Variations)

9. MassiveMusic
Amsterdam
Combination/Lock-Up
X
X X
X
X
MassiveMusicX
X X
X
X
X
X X
X
X
8 MM Logo:
Clear Space
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.

10. MM Logo + Wordmark:
Stacked Version
15mm (actual size)
10mm (Horizontal Version)
15mm (Stacked Version)
MM Logo + Wordmark:
Horizontal Version
10mm (actual size)
MM Logo
10mm (actual size)
9 MM Logo:
Minimum Size
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.

11. 10 Typography (or the arrangement of type) plays an important role
in communicating an overall image and quality. Careful use of
typography reinforces our personality, and ensures clarity and
harmony in all MassiveMusic communications.
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.
MM Typography:
Primary Typeface ‘ITC Lubalin Graph’
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
ABCDEFGHIJKLMM
NOPQRSTUVWXYZ
ABCDEFGHIJKLMM
NOPQRSTUVWXYZ
ITC Lubalin Graph BT ‘Extra Light’
ITC Lubalin Graph BT ‘Book’

12. 11
abcdefghijklmmnopqrstuvwxyz
ABCDEFGHIJKLMMN
OPQRSTUVWXYZ
abcdefghijklmmnopqrstuvwxyz
ABCDEFGHIJKLMMN
OPQRSTUVWXYZ
Just like band members, typefaces have different personalities and
perform specific roles. 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.
MM Typography:
Secondary Typeface ‘Akzidenz-Grotesk’
A usage licence can be purchased at www.bertholdtypes.com
Berthold Akzidenz Grotesk Pro ‘Bold’
Berthold Akzidenz Grotesk Pro ‘Regular’

13. CMYK: 0/0/0/100
12 Colours, like typefaces, lead to easy recognition when used
consistently. The MM colour palette was carefully chosen to give
a cohesive brand identity.
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.
MM Colour Palette:
Primary
RGB: 255/55/0
CMYK: 0/75/100/0
Pantone: Orange 021 C
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.

14. 13 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.
These colours are generally associated with energy, excitement,
and the skin tones of Oompa Loompas.
MM Colour Palette:
Secondary
RGB: 255/100/0
CMYK: 0/60/100/0
RGB: 255/80/55
CMYK: 0/70/80/0
RGB: 255/25/55
CMYK: 0/90/80/0
RGB: 220/20/60
CMYK: 100/0/0/0
RGB: 255/0/0
CMYK: 0/90/90/0
RGB: 255/150/20
CMYK: 0/40/90/0
RGB: 210/105/30
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.

15. 14 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.
Tone of Voice
THE MM TONE OF VOICE
CAN BE DESCRIBED AS
SERIOUS FUN

16. SO, HOW DO ALL
THESE BRAND
ELEMENTS WORK
TOGETHER?
Applications

17. ???Inspiration16 Various Applications

18. ???Inspiration17 Cannes Party

19. 18 Car with bullet holes

20. 19 Amsterdam Office

21. 20 Website 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.

22. 21
International greetings
to convey the
multinational nature
of MassiveMusic
Website
(Copywriting + Creative)
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.
Dynamic Brand Proposition:
based on iconic song lyrics.
Unique ‘Image ON/OFF’ feature
highlights the music/soundscapes.

23. 22 Digital Newsletter 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.
ZDRAVO
CIAO
SALUT

24. 23
Note: even the disclaimer text and
social-media icons are an opportunity
for wit and irreverence.
CONTACT
LEGAL STUFF

25. RFP RESPONSE – SONIC BRANDING PROJECT PROPOSAL – 26.11.14
DEFINING ABC’S
AUDIO IDENTITY
RFP RESPONSE – SONIC BRANDING PROJECT PROPOSAL – 26.11.14
MassiveMusic is a music agency with offices in
Amsterdam, London, New York, LA and Shanghai. We
believe that the power of music within a branded world
is ever growing. Music can play a vital role in achieving
a more emotional and profound connection between
brands and their audiences. We love making this
happen. Working with a network of creative-, strategy-
and legal/rights experts. By searching, writing and
producing music for picture. Working with scouts, acts
and a huge pool of exclusive composers and sound
designers, all over the world.
ABOUT
RFP RESPONSE – SONIC BRANDING PROJECT PROPOSAL – 26.11.14
We at MassiveMusic have been working closely with the
partners since 2012 to assist with the audio part of the
development of a brand refresh for ABC. We incorporated
our own unique approach to sonic branding. With the
partner’s visual development process, we have now
reached a point where the actual creation of the sonic
branding assets and deliverables can be created. This
RFP response aims to provide a brief overview of
MassiveMusic, its operational structure, experience and
credentials, along with a review of our work on the ABC
sonic branding so far.
INTRODUCTION
RFP RESPONSE – SONIC BRANDING PROJECT PROPOSAL – 26.11.14
MUSIC COMPOSING & PRODUCTION
SOUND DESIGN
SEARCH & LICENSING SONIC BRANDING
MUSIC STRATEGY
MUSIC CONSULTANCY
LEGAL & MANAGEMENT
MUSIC MARKETING
MUSIC INTELLIGENCE
TALENT A&R
VOICE CASTING
CORE SERVICES
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24 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!
ITC Lubalin Graph BT ‘Extra Light’ can be used for lead copy.
Powerpoint/Keynote Presentations

26. THE MASSIVEMUSIC TEAM
SONIC BRANDING SPECIALISTS
PAUL REYNOLDS
MANAGING DIRECTOR
First Record ‘Hangin’ Tough’, NKOTB
Fav Album ‘Homework’, Daft Punk
Favourite Noise Whooomp
Skills Endurance
NICO STEIGER
MANAGING DIRECTOR
First Record ‘New Song’, Howard Jones
Fav Album ‘Violator’, Depeche Mode
Favourite Noise Boing
Skills Bicycle Repairman
LUC VAN STIPHOUT
ACCOUNT DIRECTOR
First Record ‘Feel The Rhythm’, Def La Desh
Fav Album ‘What’s Going On’, Marvin Gaye
Favourite Noise Ocean waves
Skills Making the cut
MICHIEL CREMERS
HEAD OF SONIC BRANDING
First Record ‘Hangin’ Tough’, NKOTB
Fav Album ‘Homework’, Daft Punk
Favourite Noise Whooomp
Skills Endurance
LONDON OFFICE
MassiveMusic Amsterdam 5
LOCATIONS &
TIMELINE
AM
STERDAM
M
assiveM
usic
w
as
founded
in
2000
in
Am
sterdam
.
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EW
YO
RK
LO
S
AN
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ELES
M
ASSIVEM
USIC
BRAN
D
IN
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Servicing
internationalbrands
in
the
field
of
sonic
branding,m
usic
strategy,m
usic
activation,
creative
concepts,m
usic
research
and
legaladvice
SHAN
G
HAI
LO
N
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O
N
2000 2005 2007 2009
MassiveMusic Amsterdam 7
¥€$MassiveMusic Amsterdam 6
3
SONIC SCAN
The first step was to gather as much information as possible,
to make sure we knew where we were going. This sonic scan consisted of:
An historical audit: an in depth evaluation of the audio that was
used for the ABC brand in the past and what is used today.
A benchmark audit: an analysis of the competitive landscape in
the audible domain.
Touch point analysis: a list of needed deliverables and possible
utilities of the new Colagte’s sound.
Brand analysis: an analysis of the initial briefing, the brand book,
the style guide, the brand values, the target group, the mission
statement, the strategic visions, etc.
1
2
3
4
MassiveMusic Amsterdam 8
RFP RESPONSE – SONIC BRANDING PROJECT PROPOSAL – 26.11.14
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25 Powerpoint/Keynote Presentations

27. Hey Mike,
Thanks for your e-mail!
Wednesday is perfect for me. Shall we do 15.30?
NB: Hans is on holiday and although, Joep is working half-days the next weeks,
I’ll ask him if he can join us. But, let’s get things going indeed.
I’ll share the list of required items after this e-mail.
Thanks again - have a great weekend!
Steve
Steve Johnsen
MassiveMusic Amsterdam
Oostenburgervoorstraat 85, 1018 MP Amsterdam, The Netherlands
T: +31(0) 20 4272 432 M: +31(0)6 2481 5590
Steve Johnsen
To: Mike Rotch
Cc: Joep Beving, Hans Brouwer
Re: MassiveMusic Brand Expression
26 Email Signature
MassiveMusic Amsterdam

28. 27 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.
Social Media
(Facebook/Twitter/Google+)
Always use the
MassiveMusic
logo as the
‘Profile Photo’
Celebrate the MM showreel by regularly
updating the ‘Cover Photo’ with
a key image from a current campaign.

29. We at MassiveMusic love working with Wieden+Kennedy
Similar to the MM website, employ the filter option ‘turn off
image’ to emphasise the soundtrack.
Sometimes subtitles can be used for added effect.
For titles use the font ‘ITC Lubalin Graph’, set in Caps.
The end frame should always feature the MM logo with
wordmark (stacked version), positioned in the center of
the screen.
MassiveMusic
CC II8888 8888
PGPG CC II8888 8888 Not suitable for those
aged 88 and older
Material only suitable
for Creatives and their Clients
Special MM disclaimer text at start
28 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.
WHAT DO WE DO?
WOW
Showreel/Case-Study Films

30. MassiveMusic
Auke Riemersma
First Record ‘Lovesexy’, Prince
Favourite Album ‘Court Of The Crimson King’
Favourite Noise Moog filtersweep
Skills Recording, mixing and remixing
MassiveMusic
Dieuwertje Heuvelings
First Record ‘Sorry Mrs. Jackson’, Outkast
Favourite Album ‘Rumours’, Fleetwood Mac
Favourite Noise Harmonica
Skills Soccer on heels
MassiveMusic
Moos Lamerus
First Record ‘Superfly’, Curtis Mayfield
Favourite Album ‘Lions’, The Black Crowes
Favourite Noise Pinch Harmonic
Skills Handstand
Hans Brouwer
MassiveMusic Amsterdam
Oostenburgervoorstraat 85
1018 MP Amsterdam
The Netherlands
T: +31 (0)20 4272 432
F: +31 (0)20 4227 989
M: +31 (0)6 123 456 78
E: hans@massivemusic.com
www.massivemusic.com
MassiveMusic
Nico Steiger
First Record ‘Trio’, Trio
Favourite Album It changes daily...
Favourite Noise Kapow!!
Skills Neutrality
MassiveMusic
Mark Adair
First Record ‘Bad’, Michael Jackson
Favourite Album ‘A Night At The Opera’, Queen
Favourite Noise ‘Monkeys (Oh oh ahh ahhh)’
Skills Fast, accurate typing
MassiveMusic
Tommy Zee
First Record ‘The Chase’, Giorgio Moroder
Favourite Album ‘It Takes a Nation...’, Public Enemy
Favourite Noise Voices inside my head
Skills Making it interesting
MassiveMusic
Tracey-Lee Permall
First Record ‘Karma Chameleon’, Culture Club
Favourite Album Way too many to mention...
Favourite Noise Waves lapping on sand
Skills Librarian
29 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.
Stationery
(Business Cards)

31. Pleasenote,thislettercontainswordssampledfromthebackcatalogueofTheRollingStones,ElvisPresleyandTheBeatles.
MassiveMusic Amsterdam Oostenburgervoorstraat 85, 1018 MP Amsterdam, The Netherlands.
T +31(0)20 427 2432 F +31(0)20 422 7989 E info@massivemusic.com www.massivemusic.com
ING 0000000 SWIFT ABCDNL21 IBAN NL00ABCD0000000000 KvK Amsterdam 00000000 BTW/VAT NL000000000A00
Super Agency
Att: Ura Snotball
143 Abcdegghij Avenue
AB1 2AB London
United Kingdom
Amsterdam, November 12, 2013
Quote: AB1234567
Ref: AB12-0000 - Alan Smithee ‘Monster’ BO renewal
Dear Ura,
Thanks for your request.
Hereby our quote for the renewal of the music rights.
Music usage: € X,XXX.XX
Territory: Europe
Period: 1 month
Media: TV, Total digital package
(client website, internet paid media, UGC sites)
Buyout amount: € XXX.XX
Track title: ‘Monster’
Best regards,
Steve Johnsen
Massive Music
Pleasenote,thislettercontainswordssampledfromthebackcatalogueofTheRollingStones,ElvisPresleyandTheBeatles.
MassiveMusic Amsterdam Oostenburgervoorstraat 85, 1018 MP Amsterdam, The Netherlands.
T +31(0)20 427 2432 F +31(0)20 422 7989 E info@massivemusic.com www.massivemusic.com
ING 0000000 SWIFT ABCDNL21 IBAN NL00ABCD0000000000 KvK Amsterdam 00000000 BTW/VAT NL000000000A00
ABC Agency
Att: Yuri Nater
Apita Quiasimin Perferum
123-ii
00 ABCD
State Country
Amsterdam, 12 December 2013
Quote: AB1234567
Ref: AP11•04817 Campaign ‘XXXX Pro’
Dear Yuri,
Thanks for having us involved in the X project.
Hereby the quote for the production and buy-out:
Costs Research
MassiveMusic un-used moods (per search): € XXX.XX
Music / mood search:
Apita quiasimin perferum aperehentus sus et de perum raecti,
consequid eles dolupiet, quisimi, si dendandit dellorpore repudae,
perchien tiatur aut offictur d eos se. € XXX.XX
Productions Costs - per track 45” € X,XXX.XX
1st Adjustment: € XXX.XX
Final fee 1 track: € XXX.XX
Cutdowns: € XXX.XX p/cutdown
Demo: € XXX.XX
Apita quiasimin perferum aperehentus sus et de perum raect onsequid
eles dolupiet, quisimi, si dendandit dellorpore repudae perchitiatur
offictur Id eos serum, ut repre nimusan imporepuda quunt doluptatios
voluptio quod mint, quunt ant et licimag natiscia qui bea cullor a aut
qui dolenda erchili quatur. Obit, volorum qui volut estium aut quia quo
to quam eum alitibus que nons eque nia doloraepe.
Productions Costs - per track 45” € XXX.XX
1st Adjustment € XXX.XX
Final fee 1 track: € XXX.XX
Cutdowns: € XXX.XX p/cutdown
Demo: € XXX.XX
I hope this information reaches you well.
If you have any questions, please let me know.
Best Regards,
Steve Johnsen
Massive Music
30 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.
Stationery
(Letterhead)
* Imagine, in former times, these items were printed with shiny
inks on fancy paper. You could actually touch and smell them.

32. 31 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.
Stationery
(Address Stickers)

33. 32 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.
Sponsored Applications
(Logo with Wordmark)
MassiveMusic
Message: Arum rat. Rerum
re num quodia erum rem
ea peribus, ipsam iur, as et
es erum harum rae volores
sincillab imporrunt acero ea
sapis ditius doluptas untis
evelenis aborepe rovidunt
raest aut audigendi dolo
voloremporem as adisci oc
abores id molorum nus unt
vero quatur, sam doluptiam.
MassiveMusic
MESSAGE
Sponsored by
Event
Production Company Drink Company
Event Company
MassiveMusic
PARTNERS
INTERNATIONAL
CONFERENCE
Production Company Production CompanyDrink Company
Drink Company
Event Company
AN
ADVERTISING
AGENCY
MassiveMusic

34. MASSIVEMUSIC PRESENTS
ADCN BASEMENT PARTY
CINNAMAN AND MR WIX
KOORZAAL / CONCERTGEBOUW
26.04.2012 / FROM 23.00
YO!
WHAT’S
UP
MASSIVEMUSIC
TO THE POINT
FRIDAY 19TH JULY 2013
MUZIEKGEBOUW
TICKETS AT MASSIVEMUSIC.COM
33 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!
Posters
Note: we’ve ‘borrowed’ the image on the left from our
good friend Parra (who owns all copyright and is probably
going to sue us now).

35. MASSIVE PARTY
10.10.12
MASSIVE MUSIC: NOW PLAYING NEW YORK
MassiveMusic
OUR MUSIC IS 100% BEEF
NO
HORSE-
SHIT.
34 Posters

36. 35 Flyers

37. 2
2
2
2
2
3
3
36 Inspiration

38. 37 T-Shirts

39. 38 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.
Dynamic Logo

40. 39 Dynamic Logo

42. 41 So, what’s happening? Aahh, now, are
you going to go ahead and have those
MM reports for us this afternoon?

43. 42
Design + Text: The Stone Twins, Amsterdam © 2015
Questions?
If you have any questions about this guide,
or just feel lonely, please contact:
Steve Johnsen at MassiveMusic Amsterdam.
steve@massivemusic.com
T: +31(0) 20 4272 432
MassiveMusic Amsterdam
Oostenburgervoorstraat 85
1018 MP Amsterdam
The Netherlands