Brand Guidelines

Thank you for your interest in Breakin’ Convention the “brand.” We’re providing a handy guide so you can see exactly how we want to present ourselves to the world, how to use our name and logo, and maybe even inspire you to take influence if you are a hip hop organisation.

We have made these guidelines public to be transparent - with almost two decades in the game we have nothing to hide, and hope other organisations follow our example

Last updated: November 2021

Index:
[Naming conventions] [Logo] [Describing Breakin’ Convention]

Naming Conventions

This applies to external publicity as well as internal communications.

Breakin’ Convention

  • That’s our name both as a festival and as an organisation.

  • There’s no G in Breakin’ but there is an apostrophe.

  • If you are referring to the organisation or the festival it’s just Breakin’ Convention, please don’t use a definite article before it, we are not the Breakin’ Convention.

  • Breakin’ Convention is a mass noun, so singular and plural semantics do not apply, it’s always Breakin’ Convention and never Breakin’ Conventions.

  • Please don’t shorten Breakin’ Convention to BC.

Here are some examples of Breakin’ Convention in a sentence:
Breakin’ Convention’s festival of hip hop theatre returns for another year! For more about getting involved, contact Breakin’ Convention.
Get ready for Breakin’ Convention, the international festival of hip hop theatre.

Here is an example tagline you can use to describe our organisation:
Breakin’ Convention is the award-winning and critically acclaimed powerhouse behind a hip hop theatre revolution.

 

Logos and imagery

Logo

  • Breakin’ Convention the name and the logo are registered trademarks in the UK, EU and US regions.

  • Please don’t add our logo to artwork, marketing material or merchandise without consulting us. While we don’t want to, we’re entitled to write to you asking to remove, change, or amend wherever you use our logo in your material.

  • Do not post the logo by itself or as a headline image. Our logo is for branding our festivals and events, but promotional materials should focus on images of the dancers and performers themselves.

  • Our festival logos come in a colour version and a positive and negative version for dark or light backgrounds (see below).

  • Please don’t manipulate or edit our logo, images or artwork without consulting us first.

  • Do not rotate or skew the logo to straighten its perspective.

  • If in doubt, don’t use our logo; A mention to us in text will suffice.

Primary Breakin’ Convention logo

We provide the Breakin’ Convention logo in two monotone colours for use on light and dark colours. Which version should be used should contrast to what it is placed on. The logo is flat with mild shading where there is overlap in the lettering. The logo is -18 degrees off the X-axis. It should not be corrected to make it level.

Incorrect and old logos examples

Up to 2019, Breakin’ Convention was a Sadler’s Wells Project. This old tagline has been retired and should not be used as it does not reflect the additional activities Breakin’ Convention runs as an organisation.

As above, our logo is flat, diagonal, and no longer 3D morphed. The following logos with their retired taglines and alignments are incorrect:

Images

  • Please use the promotional images we supply for our artists and events, if you require additional images please contact us.

  • Please do not take images from our website or social media without permission.

  • The images we share are for promotional use for our festival and events. Please do not use our images for unauthorised promotion of other events.

  • Our promotional images are intended to be used as they are supplied though you may crop them as appropriate, please contact us before you manipulate or edit them to get approval first.

All designs must be submitted to us for our approval

Designs should be submitted to us allowing at least working 5 days for our approval unless otherwise agreed in writing.

 

Describing Breakin’ Convention

Here are some useful taglines

The world’s biggest festival of hip hop theatre.

Breakin’ Convention represents the origins and evolution of hip hop culture from around the world and around the corner.

Important notes

Breakin’ Convention is not a battle, it’s about celebrating hip hop culture and dance theatre in an inclusive way. It’s an interactive showcase of the best acts from around the world and around the corner.

Breakin’ Convention is family friendly, though it’s worth noting sometimes some pieces may deal with challenging subject matters. Please check our programme notes.