Brand guidelines

How to use the Luminary brand

Everything a partner, designer or press office needs to represent The Luminary Project correctly: the logo and its clear space, the colour system, the typeface pairing and the rules that keep it consistent everywhere it appears.

Download the logo Jump to colour

Primary typeface: Plus Jakarta Sans
Body typeface: Source Sans 3
Core colour: Aubergine #92278F

The mark

The logo

The wordmark and flame are a single lockup. They are never separated, redrawn or rebuilt. Two versions cover every situation: aubergine on light surfaces, white on ink, photography and any dark field.

Primary — aubergine

Paper, paper alt, cream and wash surfaces.

PNG

Reversed — white

Ink bands, photography, video end cards.

PNG

Clear space

Give it the height of the flame

Keep an empty margin on all four sides equal to the height of the flame mark. No type, image edge, rule or button may enter it.

Minimum size

Never smaller than legible

32px tall on screen, 12mm tall in print. Below that the flame closes up and the wordmark breaks down — use the flame alone as a favicon instead.

48px — comfortable

32px — minimum

Misuse

What never happens to the logo

Do not: Recolour it. Only aubergine and white exist.
Do not: Stretch, squash or rotate the lockup.
Do not: Add a drop shadow, outline, gradient or bevel.
Do not: Place the aubergine logo on a dark or busy photograph.
Do not: Rebuild the wordmark in another typeface.
Do not: Enclose it in a box or lock it up with another mark.

Colour

The palette

Aubergine carries the brand; paper carries the page. Keep light surfaces dominant, use ink bands to punctuate, and let ember appear once or twice per screen — it is a signal, not a colour scheme. Tap any value to copy it.

Ink
bg-ink
All body text and headings. The default dark section background.
Primary
bg-primary
Primary buttons, links, eyebrows and active states.
Primary mid
bg-primary-mid
Accents on ink surfaces, dividers, decorative marks. Never body text.
Tint
bg-tint
Borders, inputs and quiet rules. Never body text.
Wash
bg-wash
Soft section backgrounds and image placeholders.
Paper
bg-paper
The default page surface. Keep it dominant.
Paper alt
bg-paper-alt
Alternating sections, so bands read apart without hard lines.

Warm accents

Ember and the tactile neutrals

Ember
bg-ember
The single warm signal. Rules, swashes, highlights. Never body text.
Honey
bg-honey
Card hover borders and soft glows in the warm, tactile treatment.
Cream
bg-cream
Warm neutral section background, paired with the paper grain.
Cream deep
bg-cream-deep
The heavier warm band, used to slow the page rhythm.

Contrast

Text is ink or white. Nothing else.

Do: Ink on paper, cream or wash for all reading text.
Do: White on ink, and white on primary for buttons.
Do not: Primary mid, tint, wash, ember or honey as text colour.
Do not: Aubergine text on the ember or honey fields.

Proportion

A working ratio

Roughly 65% light paper, 20% wash or cream, 10% ink, 5% aubergine and ember combined. If a layout feels loud, it has usually broken this ratio.

Typography

Two typefaces, one voice

Plus Jakarta Sans sets every heading, eyebrow, figure and button. Source Sans 3 sets every paragraph. There is no third typeface, and no italic display type.

Headings

Plus Jakarta Sans

Weights 600–800. Tight tracking, balanced line breaks, sentence case. Never all caps except in eyebrows.

Body

Source Sans 3

Weight 400 at 17px mobile, 18px desktop, 1.6 line height, measure capped at 70 characters.

The Luminary Project type scale
Style	Specimen	Size
`type-hero`	Light the way	38 → 84px
`type-display`	Light the way	36 → 56px
`type-h2`	Light the way	26 → 32px
`type-h3`	Light the way	20 → 24px
`type-body`	Light the way	17 → 18px
`type-small`	Light the way	15px
`type-eyebrow`	Light the way	13px

In practice

Layout, imagery and motion

Layout

Do: 1200px maximum content width, generous side padding.
Do: Sections alternate paper, paper alt, cream and ink.
Do: 12px card radius, 8px button radius, everywhere.
Do: An ember rule sits above section headings.

Imagery

Do: Real people, real work, natural light.
Do: Faces centred and cropped generously.
Do: Warm cast shadow and soft bottom vignette.
Do: No stock handshakes, no saturated filters.

Motion

Do: Short fade and 16px rise on scroll entry.
Do: Stagger cards by 50–80ms, never more.
Do: 300–600ms with the entry easing curve.
Do: Everything stops for reduced motion.

Voice

Do: Plain, specific and unhurried.
Do: Sentence case headings; no exclamation marks.
Do: Numbers stated once, sourced and dated.
Do: One primary action per page.

Using the brand

Need assets, or approval for a co-branded lockup?

Partners, press and agencies can ask for source files, event templates or sign-off on a joint mark. We answer quickly.

Book a partnership call