Logo, voice & imagery
WeDance looks like an old travel poster and talks like a good host. The flame and wordmark are the same ones dancers already know from our t-shirts, Instagram and Telegram — keep them recognisable.
Logo
Two assets in /public, rendered by the Brand component. Don’t redraw or swap them without updating merch and social channels too.
/logo.svgFlame + wordmark. Default in the site header (h-6 sm:h-7), footers, print and anywhere there is width.
/icon.svgThe flame alone. Favicon, app icon, avatars, tight headers. Square.
<Brand /> <!-- full logo, links to / -->
<Brand variant="mark" /> <!-- flame only: tight spaces, avatars, app icons -->Clear space
Keep empty space around the logo of at least half the flame’s height on every side. Nothing — text, edges, photos — enters that box.
Minimum size
Full logo at least 24px tall on screen (the header size) — below that the wordmark blurs; switch to the mark. Mark at least 16px.
Backgrounds
White or cream. On photos or dark surfaces use the mark on a white/cream pill — there is no light-on-dark wordmark yet.
Don’t
Names
How we write the names people see.
WeDance
One word, capital W and D. Not “We Dance”, “Wedance” or “WEDANCE” (except inside an all-caps label).
Alösha — with ö
The founder’s public name — host captions, teacher credits, bylines, the founder letter — is always Alösha, with the umlaut. Never “Alosha” and never “Alex” in public copy; “Alex” is for internal and legal contexts only.
Tone of voice
A warm host
We talk like the person at the door who knows everyone — welcoming, a little playful, never salesy. The product is “your host”, not a platform.
Short
One idea per sentence. Fragments are fine. “Every dance. Every teacher. Every city.”
Second person
“Your next dance”, “Where you’re dancing.” Speak to one dancer, not to “users”.
Honest
No fake numbers, no fake friends, no fake urgency. If something is empty, we say so — and say “yet”.
From the site
- From your first night to your best year.Homepage hero
- Every face — real.Homepage
- See who’s going before you book.Homepage, /festivals
- Pick your next one. Plan the year./festivals
- No partner, no experience, no commitment. See what sticks.City taster
- List your event for free. Ticket it on us.Organizer CTA
- Going? → Going!Every pick button
Words
| Say | Instead of |
|---|---|
| dancers, the scene, the locals | users, customers, members |
| Going? / Going! | Add to cart, RSVP, Subscribe |
| night, social, class, festival | event instance, listing, session |
| not listed here yet | no results found, no data |
| Alösha (with ö) | Alex, Alosha, Alyosha |
Your next dance is closer than you think.
Do — speak to one dancer, warmly, in a few words.
Join 12,000+ users on Europe’s #1 dance event platform today!
Don't — platform language and hype.
Photography
- Real people at real nights — dancers, teachers, hosts. Never stock photography, never AI-generated people, never avatar generators.
- Show the floor, not the pose: partner work, laughter, the band, sweat. Mid-movement beats posed portraits.
- Cities without our own photos use a Wikipedia landmark with CC credit — never a stand-in “people dancing” image.
- Credit photographers and licences on the image. Get consent before featuring someone large on a page.
- Warm light suits the palette; avoid cold blue edits and heavy filters. Don’t overlay brand colour on faces.
- Captions are the host speaking: “— Alösha · Charanga Habanera, München”, in Playfair italic.
Colour & type
The rest of the brand lives in the foundations.