Denim
City AMS
The visual identity system for Denim City Amsterdam. Typography, color, social templates, and copy guidelines — everything needed to communicate with one voice.
Brand Guide — Version 1.0 — 2026
Section 01
Typography
Type scale, font pairing, specimens, vertical rhythm, color interaction, and component specs.
→ View spec
Section 02
Social Media
Instagram grid, post templates, story templates, LinkedIn formats, and grid composition rules.
→ View templates
Section 03
Copy & Tone
Voice characteristics, word choices, sentence structure, key phrases, and headline rules.
→ View guidelines
Section 04
Video
Motion guidelines, intro/outro templates, caption styling, and editing rhythm. Coming in fase 2.
Fase 2
Design principles
Specific, Not Generic
Every choice has a reason. No placeholder language, no stock solutions. If you can swap the brand name and the text still works, it is not specific enough.
Structure First
Typography creates the architecture. Topol builds the structure, Apercu fills it with warmth. The hierarchy is always visible.
Pink, Never White
The background is always #FFE0DB. White exists only as letter color at display scale and as image frames. The pink is the brand.
Strictly Offline
The real experience happens in De Hallen. The brand guide creates materials that drive people to the physical space, not away from it.
Color palette
DC Pink
#FFE0DB
DC Surface
#F5D0CB
DC Blue
#0000A5
DC Red
#FF2B2B