Nauw Ur Music

Nauw Ur Music2025

A promoter that changes its style with every line-up.

Nauw Ur Music is an emerging-music promoter based in Madrid. It started with a pilot event in October 2024 and was incorporated as a company in March 2025, with a clear model: micro-festivals, DJ sets and networking meet-ups where the artist never pays to play, and the income comes from tickets and sponsorship. The name joins the English now with the Dutch nauw, which means close. It opens a call for artists twice a year, in March and in September, and its line-ups take in indie, pop, reggae and the alternative scene, so a fixed identity would have fallen short. From Hüan, our design and web branch, we built the whole brand: a logo of soft, 3D-modelled letters that changes colour and material with each style.

The brief

Nauw Ur Music was born to make room for artists who have not yet found their place. Its name sounds like now, the English word, and like nauw, Dutch for close. They needed an identity that would work just as well on a reggae poster as on a rock one. A static brand was no use to a project that lives on very different styles. We started from four brand values: transformation, a habitat of one's own, creativity and connection. On that basis we set two design principles: the use of 3D and the use of texture.

The logo

We designed a logo of soft, 3D-modelled letters with a sphere floating above them. In its main version it uses four colours in sequence: violet, yellow, orange and pink. The rule is that there are as many symbols as there are musical styles. The same stroke turns magenta and red for indie and flat green with an outline for reggae. Lilac and light blue for pop, orange and teal for the alternative scene. There is also a chrome version and a glass one for when the event calls for texture. In corporate settings the brand is simplified to a flat black stroke, with three arrangements of the words ur music.

Colour and typography

The main palette has four colours: violet #7C00FE, yellow #EBD719, orange #FFAF00 and pink #F5004F. The secondary palette adds two greens, a teal, an orange, a pink, a coral, a light blue and a lilac. The manual itself qualifies that: in practice, whichever colours each event asks for. The typeface is PP Neutral Montreal, chosen for its legibility. It sets the information that matters: venue, date, time and price, in Book for text and Medium for emphasis. Each musical style uses a typeface of its own for the name of the artist or the event. PP Neutral Montreal is the link between them all.

System and pieces

The system is completed with 3D icons that anyone can recognise from a phone: a burger, a ghost, a play button, a pair of hands. They mark the food stall, the bar or the screen at a gig, and they combine with the logo. On the posters, the artist poses beside a 3D column of the logo. Event cards come in portrait and square formats, and there is price signage for the hot dog stand. We also designed the LED screen for the stage, business cards with the phone number in 3D figures, stickers, a mug and a retro television. We delivered the full manual, from the manifesto to the layout system for the signature.

Worth a closer look

The main logo in 3DSoft, 3D-modelled letters in violet, yellow, orange and pink, with the yellow sphere over the A as an accent. This is the main version, the one that fixes the order of the colours.

One symbol per musical styleThe same stroke in four variants: indie in magenta and red and alternative in orange and teal, in 3D. Reggae in green and pop in lilac and light blue, flat with a black outline.

Corporate version in blackThe flat black stroke with three arrangements of the words ur music: under the logo, to the right and next to the dot. This is the monochrome version the manual sets for corporate settings.

Main and secondary palettesFour base colours on a black background, with their codes, and eight secondary ones open to whatever each event asks for. The palette is a starting point, not a limit.

PP Neutral MontrealThe full alphabet in two weights on a yellow background. A neutral, legible grotesque that organises venue, date, time and price. Each musical style adds its own typeface for the artist's name.

3D iconography with the logoA burger, a smiley face, a play button and crossed fingers share the scene with the logo. The icons are modelled in 3D so they can combine with the brand in the signage at events.