Let sky blue lead.
#8ED2FF remains the core brand blue. Build the atmosphere around it with depth, light, and neutral space.
NEW URBAN MEDIA / BRAND GUIDEOne mark.
One mark.
One design language.
The familiar sky-blue identity, set across charcoal, blue-black, and light neutral surfaces. A guide to using them together.
IDENTITY / WHAT CARRIES THROUGH
Keep the character.
THE SUPPLIED MARK
New Urban Media
The original mark anchors the system. The selected lighter display wordmark complements the icon. Hanken Grotesk and Newsreader remain the supporting typefaces for page content.
Download the original mark ↓Balance clarity and feeling.
Hanken Grotesk carries the everyday voice. Newsreader adds selective emphasis. Mono type handles the details.
Give light a role.
Blue gradients and quiet pinstripes add dimension. Keep functional areas calm and readable.
LOGO / COLOR STUDIES
One mark. A few expressions.
Original geometry.
Colors from this system.
Color studies for review. Sky blue stays the preferred brand color. All backgrounds come from this exploration’s blue and neutral palette; the supplied mark’s geometry is unchanged.
FULL LOGO / COLOR STUDIES
Icon and type. One signature.
New Urban.
Six coordinated color treatments.
Download complete logo bundle (ZIP)
All 12 brand mark and full-logo treatments in SVG, EPS, and PNG. Files have transparent backgrounds.
The selected New Urban logo pairs the original icon with lighter display lettering. Use this version and keep its spacing consistent in every color treatment.
APPLICATION / A FEW SIMPLE RULES
Make the details agree.
Logo & spacing
Preserve the mark’s proportions and path geometry. Use the original on light surfaces and a single-color reversal on dark blue. Keep the texture behind it subtle.
Proposed clear space: half the mark’s width on every side. Proposed interface minimum: 32px wide; test in context.
Accents & contrast
Blue and neutrals carry the identity. Amber is occasional emphasis, mint stays optional, and status colors retain their meaning.
Use dark ink on filled sky-blue buttons. In light sections, deeper blue makes small links readable.
THE LIBRARY
One place for the foundations.
01↗02↗03↗04↗06↗
Brand profile
What is established, and what still needs definition.
Voice & writing
A proposed language direction to review alongside the visuals.
Design system
Color, typography, surface recipes, components, and examples.
Guide map
How this library is organized.
Accessibility
Apply the system inclusively, on every surface.