TEMPO TANTRUM

VERY PRETENTIOUS
BRANDING GUIDE

MARCH 2016

THE BASICS
Our colors are Northwestern Purple, Gold, and White.
The hex codes for the specific shades are:
Northwestern Purple: 4e2a84
Gold: f7bd06
Our preferred font is Gotham.
For body text, use Gotham Book.
For emphasis, use Gotham Medium.
For titles, use GOTHAM BOLD.

For emphasis on our name, use GOTHAM ULTRA ITALIC.

*Please note uppercase and lowercase usage above.

BRAND IDENTITY
Spontaneous.
Strong.
Bold.
Loud.
These are all traits of the Tempo Tantrum brand.
When we set out to design a logo, we wanted
something that could convey this to the Northwestern
community.
This is the basis for our lightning design.

LOGO

There are three main attributes of the new logo.

Presence.

From the first glance, our logo makes a loud statement. The outline on the text
allows us to use the logo in pretty much any color context. There is also a
version of the logo available for use on dark backgrounds that excludes the
outline in favor of creating contrast organically. The outline paves a place on
which the name can be placed, symbolizing Tempo Tantrums loudness,
boldness, and adaptability. We even create a symbol, the lightning
exclamation mark, that communicates strength and creativity. The usage of
the official Northwestern Purple establishes our place on campus, and our use
of Gold and White, which often accompany NU Purple, further solidifies this.

Motion.

The italicized font creates a feeling of movement and progress forward. The
lightning exclamation mark is a dynamic and dramatic punctuation to this
sentiment.

Defiance.

Tempo Tantrum has faced many obstacles in our early days, including (but not
limited to) genre ambiguity, being initially denied student group status, and
dealing with Bens illiteracy. Against all odds, we have been able to preserve
and move forward stronger than ever. This logo breaks plenty of rules,
including ones that it establishes itself. For example, there is negative space
created between most letters in Tantrum, yet the space between the peaks
of the N and U are filled in completely purple. The lightning bolt is
unsymmetrical, and, as further illustrated by our Badge, it defines the symbol
and Tempo Tantrum as a wholeas unique and proprietary.

BADGE

The badge is our short-hand form of identification.

Our logo is critical for establishing ourselves on
campus, as people need to learn our name before we
can expect them to identify any symbol with it. The
integration of the T, our colors, and the lightning bolt
should help bridge the connection between our name,
our logo, and our badge.
On merchandise, we will most likely prefer to use the
Badge, as it is a simple yet efficient way of identifying
ourselves and our brand.
The unique slants juxtaposed between the lightning
bold and the edges of the T are asymmetrical with
each other and create a sense of motion and
spontaneity.

APPLICATIONS

STRIPES

The Tempo Tantrum concert aesthetic would be

incomplete without our (soon-to-be iconic) striped
ties. Although the logo and badge forgo the stripes in
favor of solid colors for the purpose of legibility and
clarity, we still have the opportunity to incorporate
stripes into our marketing and presence. We have a
stripe pattern featuring our colors that has been
created for our use.
Whether in bar or rectangular formatting, the stripes
may be used to accent our marketing material and any
other correspondence we release. Additionally, we can
use our stripes to create profile picture overlays for
promotional activities.