Brand · Register identity

The Lofrio brand, ready to use.

Logo files, colours, type and the rules for using them. Every logo, cover, profile and icon shown here can be downloaded.

01 · Logo

Ten approved treatments.

Six wordmarks and four symbols. Use the primary wordmark on light surfaces, the reverse on dark surfaces, and ink on amber. Choose the transparent artwork so it sits cleanly on the surface.

Wordmarks

Primary wordmarkOn light surfaces. This is the default.SVG PNG

Reverse wordmarkOn dark surfaces.SVG PNG

Ink wordmarkOn signal amber.SVG

Amber wordmarkAll amber, on ink only.SVG

Black wordmarkOne-colour printing on white.SVG

White wordmarkOne-colour use on dark or on a photo with a dark scrim.SVG

Symbols

Amber symbolThe symbol on its own, on ink.SVG PNG

Ink symbolOn signal amber.SVG

Black symbolOne-colour printing.SVG

White symbolOne-colour use on dark.SVG

Every treatment in the kit also comes as a transparent PNG, a solid-background PNG and a JPG, at several sizes. For a 144 px navigation logo on a 2× screen, use the 288 px transparent PNG or the SVG.

02 · Clear space and size

Give it room.

Clear space. Keep text, graphics and edges out of the area around the logo. The solid-background files already include this breathing room.
Smallest wordmark. 80 px wide, the smallest size in the kit.
Smallest symbol. 16 px, for browser tabs. Below 32 px use the symbol, not the wordmark.

Clear space

The hatched band stays empty.

03 · Colour

One amber. Everything else is quiet.

Amber is the one accent colour. Ink and paper do the rest, so the amber always reads as the signal.

Signal amber#E8950CThe brand colour. Never tint, shade or replace it in the logo.

Ink#17181BText, dark surfaces and the dark half of the logo.

Paper#FBFAF7The page background.

White#FFFFFFCards and panels.

Supporting colours

Amber hover #D4870AHover and pressed state of amber buttons

Amber soft #FFF4DESoft amber backgrounds

Amber text #A26400Amber text on amber-soft and light surfaces

Ink 2 #5B5E66Secondary text

Ink 3 #8A8D95Muted text

Line #E6E3DCHairlines

Line strong #D9D4C8Outlines and dividers

Success #2F7D4FConfirmations

Danger #B4382FErrors and destructive actions

Info #2F5FB3Information

04 · Type

Two typefaces.

Display · Sora

From booking to delivery.

Headings and display. Weights 400 to 700, with −0.02em letter-spacing.

Text · Figtree

Agents book on your address. You review every photo, then deliver the listing under your company’s name.

Body text, labels and buttons. Weights 400 to 800.

05 · Do and don’t

Use it as it is.

The logo is finished artwork. Place it; don’t change it.

Do

Primary on lightPaper or white behind the primary wordmark.

Reverse on darkInk behind the reverse wordmark.

Ink on amberSignal amber behind the ink wordmark.

Don’t

Don’t stretch or squash itScale the logo in proportion only.

Don’t rotate or tilt itThe wordmark always sits level.

Don’t recolour itSignal amber is #E8950C. No other hue, tint or gradient.

Don’t add effectsNo shadows, glows, outlines or bevels.

Don’t put it on a busy photoUse a clear area or a dark scrim, and pick the reverse or white mark.

Don’t use low contrastThe primary mark is for light surfaces; on dark use the reverse.

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Don’t crowd itKeep other text and graphics out of its clear space.

Lofrio

Don’t retype itNever set the name in another typeface. Use the logo files.

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