AI.STARTUP.HUB Brand Identity Guide



The AI.STARTUP.HUB Hamburg promotes the successful growth of AI startups in northern Germany by combining entrepreneurial experience and technical expertise. Supported by the entire AI ecosystem in the north, connecting leading startup and AI players with business, teaching and research.

When referencing AI.STARTUP.HUB, use our logo mark. Do not modify our logos in any way. Do not use AI.STARTUP.HUB’s branding for your own open or closed source projects. AI.STARTUP.HUB should always be referred to as just AI.STARTUP.HUB. No tagline below it, and written with all CAPS (AI.STARTUP.HUB). The color logo should always be on a white background, with enough padding when placed on a page or around other page or graphic elements. Only the two primary brand colors should be used.

Our logo mark is also available in black and white. All rules for our primary logo apply to these as well, except the background color can vary.


The color palette should cover all the required colors. The options are reduced so not to dilute the brand visuals, and keep the designs clean and recognizable.


Pantone: tbc
Hex: #d71920
RGB: 215, 25, 32
CMYK: 0%, 88%,85%, 16%


Pantone: tbc
Hex: #2793c8
RGB: 39, 147, 20
CMYK: 81%, 27%, 0%, 22%


Pantone: tbc
Hex: #5b6a7d
RGB: 7, 51, 96
CMYK: 93%, 47%, 0%, 62%



Primary Font

Barlow is a slightly rounded, low-contrast, grotesk type family. Drawing from the visual style of the California public, Barlow shares qualities with the state’s car plates, highway signs, busses, and trains. This is the Normal family, which is part of the superfamily along with Semi Condensed and Condensed, each with 9 weights in Roman and Italic.

Secondary Font

Arial is used as the secondary font, and is the preferred font to be used on presentations and other offline documents and stationery. It has been chosen for its basic font weights, clear legibility, and compatibility with offline use.


To download logos, icons, or this brand guide, please use the links below:


If you have any questions regarding the brand guidelines, need the logo in a specific file format, or photos of our executive staff for PR, please contact the Marketing team at: