Gaga's branding guidelines document outlines the brand's core values of passion, awareness, discovery, pleasure and acceptance. It provides specifications for proper logo usage, including preferred color backgrounds and minimum margin sizes. The document establishes guidelines for tone of voice in marketing copy, aiming for a tone that encourages continuity and discovery. Color palette and typography choices are also specified to ensure a consistent brand look and feel across platforms.
2. Gaga’s branding is essential to its user experience.
This document was created to help communicate Gaga’s branding guidelines for future usage
of the platform, for both development and marketing platforms. It is needed to ensure that the
brand maintains a consistent look and feel regardless of the platform where it’s being used, this
requires strict dedication to standards. This guide is provided to keep the Gaga brand focused
and unique.
3. Table of Contents
GAGA brandbook / 03
Introduction
Core Values
Logo Usage
Incorrect Logo Usage
Copy & Tone of voice
Color Palette
Typography
Tagline
04
05
06
07
08
10
11
12
4. Introduction
Originally invented as a tool for restoring a dancer’s body, Gaga has evolved into
a “language of movement”, practised today by everyone who wishes to explore
their physical potential. Gaga focuses on motions and sensations, rather than fixed
gestures. It releases both the body and the mind from tension, builds strength and
stamina, and encourages self-awareness.
Developed by Ohad Naharin with his years of experience in choreography and
contemporary dance, Gaga has become a foundation for every dancer’s practice
and for any person willing to experience movement.
Gaga teaches to let go of judgmental
perceptions and aids in discovery of true
capabilities of the body, by acknowledging all
physical senses.
GAGA brandbook / 04
6. GAGA brandbook / 06
Logo Usage
GAGA's logo is the touchstone of the brand and one of its most valuable assets.
BACKGROUND COLORS
The preferred way to use the GAGA logo is on a white background.
The logo can also be used on a black background in white.
LOGO MINIMUM MARGINES
LOGO VARIATIONS
x1
x1
x3
7. GAGA brandbook / 07
Incorrect Logo Usage
DONT
1. Change the logo's orientation.
2. Add extraneous effect to the logo. this
includes but it is not limited to: bevel and
emboss, lighting effects and drop shadows.
3. Place the logo on busy background.
4. Change the logo colors.
5. Scale the logo unproportionately.
6. Make alterations, additions or substitutions
to the words and of colors contained in
the logo.
1. 3. 5.
2. 4. 6.
8. GAGA brandbook / 08
Copy & Tone
of Voice Continuity
& Discovery
Awareness
& Pleasure
Acceptance
& Passion
There is no other
movement today that
is similar to Gaga and
therefore the voice
should be unique
and recognisable. It
is a framework for
experiencing movement,
thus the tone should be
vibrant and educative.
Gaga encourages one to break familiar
boundaries and let go of limitations, by
constantly exploring bodily sensations. It
aims to provide a feeling of progression and
uninterruptedness while emphasizing the
ongoing process of discovery.
The tone of voice must reflect this by the
usage of sentences that provoke interest
and imagination. The copy should include
a lot of descriptive adjectives and adverbs,
however, they must not carry any limiting
connotation.
There is a belief that anyone can practice
Gaga, regardless of origin, background, age
and gender. Anyone who has a passion and
who wants to move is welcomed.
Therefore, the voice must project
receptiveness and openness to both the
dancer's community and general public.
The tone should be enticing with practical
explanations, examples from real life that
can relate to everyone. The copy must be
concise with easy to read phrases and call
to action buttons.
Gaga instructs to give in to both internal
and external forces, by recognising the
importance of both and take pleasure in
movement. The copy should promote a
joyful, and inspiring feeling. The tone should
be conversational with informal verbs and
adjectives, that stimulate positive emotions.
Chaotic and complicated phrases should
be avoided, as well as inconsistencies
and exaggeration in the text. Avert from
exclamation marks.
10. GAGA brandbook / 10
Color Palette
The Gaga color palette consists of two primary colors:
a very dark grey and a dirty white streamlined to match the brand’s values
PRIMARY & LOGO COLORS
The dominant colors are black and white to emphasize the simple and
effortless feel.
SUPPORTING COLOR PALETTE
The light blue-grey and the vibrant orang are supporting colors to give contrast to
the primary colors and to contribute to the feel of liveliness. They will be used as
backgrounds and other supporting elements.
Primary & Logo colors
Supporting colors
HEX
RGB
HSV
HEX
RGB
HSV
HEX
RGB
HSV
HEX
RGB
HSV
#1A1A1A
26 26 26
0 0 10
#FF9100
255 145 0
33 100 100
#F7F7F7
247 247 247
168 0 96
#BCD5D8
188 213 216
188 213 216
11. GAGA brandbook / 11
Typography
Questrial Regular
Patua One regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Aa
Aa
Typography is a key element to communicate a unified personality for Gaga.
We have selected Questrial Regular and Patua one Regular as our fonts. Questrial
is a modern and clean font, chosen to contrast the free and expressive logo.
Questrial is a sans-serif typeface optimized for uses across print, web, and mobile
interfaces. The typeface is highly legible on screen and in small sizes.
Patua One is a Slab-Serif, bold and blunt font, chosen for use in headlines, to
contrast the fine and clean lines of Questrial, and for making a bold statement.
When using Questrial for body copy use it in sentence case. Usually, title font size
needs to be three times the size of the body font size.
12. GAGA brandbook / 12
Tagline
“Movement research” perfectly describes the essence of Gaga. It is what sets Gaga
apart from the rest of dance movements. Gaga is scientific, all encompassing and
goes way beyond the common physical training. Gaga has its own vocabulary, one
that is much more advanced than any other dance language. It acknowledges every
sensation as a physical entity on its own.
It is a system of information, developed by the best of choreographers and teachers
in modern dance today. Gaga is a physical discipline that is based on careful
observation and constant exploration.
