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).
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.