Foundation

Brand Identity

The reference all BerlinWalk content should defer to. Sourced from Berlin Walk Brand Identity Guide v1.2 Revised and the original logo family. Use the logos as-is — do not recolor, stretch, or decorate.

Logos

The original BerlinWalk logo family. Always proportional scaling.
BerlinWalk logo on yellow background
Primary · Yellow background Intros, title cards, covers, decks, brand-first contexts
BerlinWalk logo on light background
Light background Documents, website layouts, blog-supporting graphics
BerlinWalk logo on dark background
Dark / cinematic Black, night, or very dark visual environments
BW rounded short icon
BW circular icon Avatars, profile photos, app icons, favicons
BW square icon
BW square icon Badges, tight placements, app tiles
BerlinWalk small logo
Compact horizontal Headers, captions, narrow contexts

Logo files: berlinwalk-content-app/assets/logos/ — mirrored from brand/logos/.

Color palette

Tap a swatch to copy the hex.

Recommended primary moment: green on yellow. Recommended gradient: yellow → lime, left to right. Use Berlin Red sparingly, only for historical or caution emphasis.

Typography

Montserrat is the workhorse. Merriweather is rare and editorial.

Montserrat

Primary · headlines, body, UI, CTA labels

Free Berlin Walking Tour

2 hours, 12 stops, tip-based.

Weights in use: 400 regular body, 700 emphasis, 800 headings & CTA labels.

Merriweather

Supporting serif · editorial accents, history, quotes

"Berlin should click, not just be checked off."

Use rarely. Do not replace Montserrat as the core font. Best for blog accents, history-led storytelling, and pull quotes.

Logo usage rules

The short version of the brand guide.
Do
  • Use the restored main logo family as the default identity.
  • Use the yellow primary logo for intros, covers, decks, announcements.
  • Use the light-background logo for documents and editorial layouts.
  • Use the dark-background logo on cinematic / night images.
  • Use the BW icon family when the full horizontal logo becomes unreadable.
  • Use the BerlinWalk Blog logo only for editorial blog assets.
  • Keep clear space around the mark — minimum height of the .com box.
  • Scale logos proportionally only.
Don't
  • Don't recolor, stretch, distort, or decorate the logo.
  • Don't use the Blog logo as the main brand identity.
  • Don't force a single logo version into every context.
  • Don't crop the mark below its clear-space minimum.
  • Don't combine the logo with random off-brand colors or fonts.
  • Don't add drop shadows, outlines, or effects.
  • Don't crowd the layout — branding frames the story, doesn't overpower it.

Brand character & system

How everything should feel.

Character

  • Modern, clear, confident.
  • Culturally aware, readable, polished, urban.
  • Honest and a little dry; never tourist-trap.

Promise

Help people understand Berlin more deeply through walking, storytelling, and visually memorable content.

System principle

Branding frames the story, not the other way around. Consistency in color, typography, logo hierarchy, and restraint.

Public references

Site: berlinwalk.com  ·  Social: @berlinwalkingtour
No public email or phone reference until officially defined.

Social & visual direction

Defaults for reels, carousels, and blog covers.
  • Prefer green/yellow brand moments, cream editorial panels, restrained lime accents.
  • For dark cinematic photos: dark overlay + green/yellow/lime accents.
  • Watermark: @berlinwalkingtour, 70–80% opacity, bottom-right.
  • Keep layouts readable and uncluttered. Avoid decorative clutter.
  • Mobile breakpoint standard: ~520px.
  • Embed look: green header, yellow accent, cream or white body, rounded corners.

Source files

Stored in this workspace, not in this app folder.

Brand guide PDF: brand/BerlinWalk_Brand_Guide_v1_2_revised.pdf

Logo originals: brand/logos/

Font files: brand/fonts/ (Montserrat 400/700/800, Merriweather 400)