Design GuidelinesDesign Guidelines

SWSH is derived from the brand’s full name, Somewhere Somehow, a phrase that reflects how meaningful moments bring people together across different places, perspectives, and experiences. It captures the spontaneous nature of live culture and the lasting connections created through the memories people share.

The brand name should always be written as SWSH in all capital letters. This treatment creates consistency between the written name and wordmark while reinforcing the meaning and structure behind Somewhere Somehow.

Use SWSH as the primary public-facing name. The full name, Somewhere Somehow, may be used when explaining its origin or when additional brand context is useful.

• Always write the name as SWSH.
• Never write it as “Swsh” or “swsh.”
• Do not use periods or write it as “S.W.S.H.”
• Do not translate, abbreviate, pluralize, or alter the name.
• Treat SWSH as a singular proper noun: “SWSH is,” not “SWSH are.”
• In body copy, typeset SWSH in the same style as the surrounding text. Do not substitute the logo for written text.

SWSH Icon

The SWSH logo is the visual cornerstone of our identity and the most recognizable expression of our brand. Its interlocking forms reflect connection and shared experience, representing the people, perspectives, and memories brought together through SWSH.

Distinctive and immediate, the mark is designed to remain recognizable wherever the brand appears. Its bold, continuous form allows it to perform across every scale and environment, from an app icon and social content to wristbands, stage signage, physical spaces, and large-scale event activations.

SWSH Lockup

Together, the icon and uppercase wordmark create a unified signature for the brand. Consistent use of this system strengthens recognition, protects the equity SWSH has established, and ensures that every application feels unmistakably SWSH. Always use the approved artwork and follow the standards outlined in this section.

Clearspace

The same protected zone applies to the full lockup. No type, imagery, graphic elements, or trim edges may enter this zone.

X equals the height of the lockup. The clearspace is 0.5X on all four sides.

On dense layouts, treat this as the absolute minimum. Give the logo more room whenever the composition allows.

When SWSH appears alongside a partner, the two logos are separated by a vertical divider rule.

The SWSH lockup is built as usual: icon and wordmark at equal height, separated by X. The divider rule sits 2X from the end of the wordmark, and the partner logo begins 2X after the rule.

The rule itself is fixed and never changes: its height is twice the height of the SWSH icon, and its stroke weight is one tenth the width of the vertical stem of the H in the wordmark. It is not scaled to the partner logo.

SWSH always appears on the left unless a partner agreement specifies otherwise.