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).

Colour palette

The colour palette is made up of dark purple and beige. I chose these colours because I like them. Hooray for colours.

Primary colours

Neutral colours

Monochromatic colours

Desaturated versions of the primary and neutral colours exist for cases such as black and white printing.

Monochromatic primary colours

Monochromatic neutral colours

Theme colours

Sections of this website use themed branding, replacing the primary palette for a custom palette to better suit the content.

birds theme

notes theme

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.