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).

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.