BERGAMONT
BRAND GUIDELINES
Ver. 1.0, 2024
BRAND
BRAND
WE ARE BERGAMONT
We have a lot to tell.
A damn good story.
A story that starts small and
conquers the city.
One pedal stroke at a time.
Our home port: St. Pauli.
Right in the heart of Hamburg.
Right in the middle of the city.
What we love: human not horsepower.
Bikes with a bite. Bikes with an attitude. Bikes for city dwellers, night owls. Newcomers, know-it-alls.
For enthusiasts, do-gooders and globetrotters. Bikes for all who love their neighborhood and rush into the city, or finally head out again. Bikes for all who want to be mobile and truly free.
MISSION STATEMENT
We believe that every cyclist can make our world a better place. That‘s why we want to motivate as many people as possible to make the bike their first choice.
That is our mission.
We preach a better tomorrow.
We rock the future.
We are the good guys.
We are mobility.
BRAND CLAIM
WE ARE MOBILITY
We stands for the so-called WE FEELING a strong sense of unity. We at Bergamont are a sworn in community and passionately fight for a better world where the bicycle will play the main role.
WE ARE MOBILIY
Philosophically speaking “being” means existence, being in the world. Transferred to Bergamont, „to be“ symbolizes being alive and energetic.
WE ARE MOBILITY
The term „mobility“ usually stands for the ability of people to reach the places or destinations they desire. Mobility can thus be seen as a basic human need.
TONALITY
IMAGERY
The brand has evolved towards colorful campaign movies and color photography.
We create independent, expressive images with an emotional and captivating impact which are perfectly adapted for digital media.
TONE OF VOICE
Finding the right tone of voice to engage with your audience is a sensitive matter. While the wording may vary depending on cultural norms and social conventions specific to your market the tone of voice must remain the same.
BERGAMONT is rooted in Hamburg‘s lively district of St. Pauli. The spirit of this district with its creative energy and inspiring diversity is what our tone of voice has to convey.
WE’RE OPEN AND OUTSPOKEN
OUR LANGUAGE IS BOLD AND CONFIDENT
WE DON’T RAMBLE ON
OUR MESSAGES ARE LOUD AND DISTINCTIVE
WE’RE HUMOROUS AND LOVE A PUN
WE GET TO THE POINT
DESIGN
BRANDING
FIGURATIVE MARK
First and foremost, we use the stylized BERGAMONT B as a head badge on our bikes. In addition, this figurative mark can be used as a trademark on other products and advertising materials in compliance with the design guidelines
LOGOTYPE
The particular, angular design of the BERGAMONT word mark in capital letters creates a striking, self-confident brand look and presence at all touchpoints and guarantees maximum visibility and legibility on our products.
CLAIM
The brand claim WE ARE MOBILITY summarizes the positioning of the brand in a short, concise, even programmatic statement.
WE ARE MOBILITY
LOGO
The BERGAMONT logo is available in different versions, which can be used depending on the application.
The positive versions are used for light backgrounds, the negative versions guarantee contrast on dark backgrounds.
For printed products and product info in 1C the monochrome versions of the logos are used.
The spacing and distance of the elements and the protective area is defined as shown and may not be changed.
Please note the subsection with further design guidelines and application examples.
PRIMARY LOGO
The primary logo consists of the figurative mark, the logotype and the brand claim – it always has priority.
Smallest size for print use: 25mm
SECONDARY LOGO
The secondary logo consists of the figurative mark and the logotype.
Smallest size for print use: 22mm
TERTIARY LOGO
The tertiary logo consists of the figurative mark and the logotype.
Smallest size for print use: 28mm
COLOURS
CYAN
BLACK
WHITE
GREY
ICONOGRAPHY
The different product categories are marked with a symbol representing the respective purpose or range of use.
TYPOGRAPHY
Bergamont‘s corporate font is the CEREBRI SANS. With a clean and simple font we want to create a link between graphics and product.
Thanks to a big variety of font styles we stay flexible and our brand will be recognized on social media and in other digital media.
HEADLINES AND COPY TEXT
Headlines: Bold, capital
Copy text: Light,
line spacing 145%
Highlighted words: bold mixed letters
CAMPAIGN CLAIMS
The campaign claims are always written in 2 font styles:
Cerebri Sans light and Cerebri Sans heavy italic for highlighted keywords.
line spacing 110%, capitals
PRINT USAGE
ADVERTISEMENT
Bergamont ads consist of the logo placed in one of the four corners, the campaign claim placed either right or left depending on contrast and readability and optional a copy text placed in the bottom left corner.
All templates are linked below.
