Lora is the primary typeface across
all branding. Lora is described as
a well-balanced contemporary serif with
roots in calligraphy […] with moderate contrast well suited for body
text. It was chosen because of its humanist qualities and readability.
The following variations are used:
- Regular (400);
- Regular italic (400); and
- Bold (700).
The colour palette is made up of dark purple and beige. I chose these colours because I like them. Hooray for colours.
Desaturated versions of the primary and neutral colours exist for cases such as black and white printing.
Monochromatic primary colours
Monochromatic neutral colours
Sections of this website use themed branding, replacing the primary palette for a custom palette to better suit the content.
There are four variations of logo:
- icon and logotype; and
- sub branded icon and logotype.
The icon is a square containing a logo known as the "cut out" (e.g. the stylised "d" and "f").
The cut out can be changed in the sub branded icon and logotype variation. A custom cut out should be a simple silhouette.
The logotype is set in Lora, all lowercase, with a tracking of -20. The kerning between words (e.g. "daniel" and "franklin") is 220.
Icon and logotype
The icon is placed to the left of the logotype.
Sub branded icon and logotype
A subtitle is placed underneath the logotype, which is raised slightly higher to accommodate for the additional text.