Lumen Labs · Brand kit
Your business at the centre. Everything else in orbit.
A lumen is the unit of light. The mark is the star from our system pages — the business you run — with one gold orbit and one planet riding it: the systems we build around it. Same picture on the site, the socials and the proposals, just at different sizes.
The mark
Every file is a self-contained SVG — the lockups carry their own fonts — so it renders the same in a browser, a slide deck, an email and at the printer.
Palette
Void, violet and gold carry the brand. Teal is the live light. The seven system colours below belong to the worlds — use them to tag a system, never as a background.
Type
Headlines are two moves: a straight line in Inter Tight, then the turn in gold Instrument Serif italic — “No rate card. Because your business isn’t a template.”
- Inter Tight · 600 · tracking −0.035emHeadlines. 400–500 for body copy.
- Instrument Serif Italic · 400 · gold gradientOne phrase per headline — the second line, the turn.
- Geist Mono · 500 · uppercase · tracking 0.2emKickers, labels, stamps, numbers.
Voice
Conversational, direct and professional — and still the most informative thing on the page.
Say it like
“One 25-minute call. Then your report.” — short sentences, hard facts.
Say it like
“Then it’s yours.” — a fragment is fine when it lands a point.
Say it like
Talk like an Atlanta builder talking to a shop owner: confident, direct, professional, never corny.
Say it like
Every line still says something concrete — what it does, how long, what you walk away with.
Never
No corporate filler: “leverage”, “synergy”, “solutions”, “cutting-edge”.
Never
No slang either: “ain’t”, “real talk”, “slide in”, “keep it lit”. Conversational, never casual.
Never
Never name the tools or vendors behind the work. We build the machine; nobody needs the parts list.
Never
No prices on any public surface — the number comes in the proposal, after the call.
Never
Slang is seasoning. If a sentence only works because of the slang, rewrite it.
Social
- Profile picture · 720 × 720Facebook and Instagram. Circle-safe — the crop never clips the ring.
- Facebook cover · 1640 × 624Copy sits inside the middle 1100px (phones crop the sides); nothing bottom-left, where the profile photo overlaps.
- Link preview · 1200 × 630What Facebook, Messenger and texts show when someone shares the site.
- Feed post · 1080 × 13504:5 portrait — the most screen a feed will give you. Square 1080 × 1080 when it has to be.
- Story / Reel · 1080 × 1920Keep words out of the top and bottom 250px; the app UI lives there.
Usage
Do
Give the mark clear space of at least two planet-widths on every side.
Do
Use the avatar for every profile picture — it is drawn circle-safe on the void.
Do
Put the paper mark on light grounds. It drops the glow on purpose.
Do
Keep the orbit at its tilt. It is the same angle as the rings on the 3D pages.
Don't
Do not recolour the star or the ring. Violet is the business, gold is the orbit — always.
Don't
Do not add glow on paper. On a light ground a glow reads as a print defect, never as light.
Don't
Do not stretch, rotate or outline the mark, and do not rebuild the wordmark in another font.
Don't
Do not place the mark on a mid-tone. It needs the void or paper to read.
Files
- lumen-mark.svgThe mark, transparent, for dark grounds.
- lumen-mark-light.svgThe mark for paper — no glow.
- lumen-avatar.svgMark on the void, circle-safe. Profile pictures.
- lumen-lockup-dark.svgMark + wordmark for dark grounds. Fonts embedded.
- lumen-lockup-light.svgMark + wordmark for paper. Fonts embedded.
- lumen-wordmark-dark.svgWordmark alone, dark grounds.
- favicon.svgRe-cut for 16–32px: star and ring, nothing finer.
- lumen-mark-1024.pngTransparent PNG of the mark.
- lumen-lockup-dark.pngTransparent PNG lockup, 2160 × 600.
- lumen-lockup-light.pngTransparent PNG lockup for paper, 2160 × 600.
