Brand Guidelines for Lumen. Lumen is a device that creates light by utilizing your body heat.

1. Brand Guidelines
By Cory McCord

2. lumen Brand Guidelines

3. lumen Brand Guidelines
Contents of our brand.
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6 - 10
Brand Statement
Logo Usage
Incorrect Logo Usage
Typography
Imagery
Colors

4. lumen Brand Guidelines1
Brand Statement
lumen illuminates your way to new adventures.
lumen is revolutionizing the way we handle energy
waste and consumption. By utilizing our own
natural energy source, lumen turns body heat
into instant light.

5. lumen Brand Guidelines 2
Logo Usage
The lumen logo illuminates
your way to new adventure.
The preferred way of displaying
the lumen logo is full color on
a white backgrond.
Logo clear space must not be
intruded by other elements.
It is acceptable to use any of the
other displayed combinations.

6. lumen Brand Guidelines3
Incorrect Logo Usage
DO NOT
1. Obstruct the logo.
2. Add extra lighting or shading effects.
3. Change the logo colors.
4. Attempt to recreate the logo.
5. Scale unproportionately.
6. Use the logo as a repeating pattern.
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4.
2.
5.
3.
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7. lumen Brand Guidelines 4
Colors
lumen logo Indigo
CMYK: 100 94 24 21
RGB: 36 45 105
#232d69
CMYK: 75 15 11 0
RGB: 5 166 206
#04a6cd
CMYK: 0 14 78 0
RGB: 255 216 85
#ffd754
CMYK: 76 5 39 0
RGB: 0 176 170
#00b0aa
The logo colors must not be muted
by any other surrounding imagery.
Use supporting colors for marketing to avoid
muting the logo colors.
CMYK: 0 28 100 0
RGB: 254 188 17
#fdbc11
lumen logo Gold
lumen’s colors resemble the dark of night
and the golden fire that illuminates it.

8. lumen Brand Guidelines5
Typography – Print & Web
Roboto Light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Roboto Regular
Roboto Bold
Clear communication is a priority for lumen,
therefore we have selected Roboto.

9. lumen Brand Guidelines 6
Imagery
Striking photographic imagery is necessary
to convey to our viewers a sense of –
Excitement, Discovery, Community, and Solidarity.

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