Brand

Typography

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).

Voice and tone

Spelling, formatting, language and citations are outlined in the voice and tone guidelines.

Colours

• background #FFFBF5
• background variant #EFECE1

• on-background #11081A
• on-background variant #2F1C41

• borders #11081A

• link #1378BF
• hovered link #49ACF2
• active link #D94436
• visited link #734C99

Dark theme

• background #1D1C1E
• background variant #302C34

• on-background #FFFBF5
• on-background variant #EFECE1

• borders #FFFBF5

• link #FFFFFF
• hovered link #49ACF2
• active link #D94436
• visited link #E0DCC5

Logo

There are four variations of logo:

1. icon;
2. logotype;
3. icon and logotype; and
4. sub branded icon and logotype.

Icon

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.

Logotype

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.

Style guide

The components used across this website are outlined in the style guide.