LUMINA Brand Guidelines

Visual identity and brand assets for the LUMINA mission.

Brand Identity

Measuring the Invisible

LUMINA's visual identity reflects our mission: observing and understanding the night environment. Our color palette evokes the night sky (noir), scientific data (teal), and space innovation (launch purple). Our typography balances technical precision with accessibility, creating a brand that is both scientific and approachable.

Colors

Brand color palette

Typography

Font families & styles

Layout

Spacing & elements

Tone of Voice

Writing guidelines

Logo

Logo assets & guidelines

Mission Patch

Official mission patch

AI Brand Prompt

Working with AI agents like Claude or ChatGPT? Click below to copy a comprehensive brand prompt to your clipboard. Paste it into your AI conversation to ensure all generated content matches LUMINA's brand guidelines - colors, typography, tone of voice, and more.

You are helping create content for LUMINA, the Light Usage Mapping in Nighttime Atmosphere mission. Please follow these brand guidelines strictly:
 
## COLORS
Core Colors:
- Noir #061626 (primary dark, backgrounds)
- Ivory #E4D5B7 (primary light text on dark)
- Teal #3CCFC9 (primary brand accent, CTAs)
- Launch #9D8FFF (secondary accent, specialty actions)
 
Secondary Colors:
- NeoNoir #1A2F4A (dark cards, secondary backgrounds)
- Grey #9CA3AF (body text, secondary text)
 
Semantic Colors: Red #E65A6B, Amber #FFA500, Blue #4BA6E8, Green #57C47E
Event Colors: Astro #9D8FFF, Nautical #51C8F0, Civil #F069E5, Solar #E4D5B7, Moon #FFFFFF, Photo Golden Hour #F28C28, Photo Blue Hour #4BA6E8
 
## TYPOGRAPHY
- Title headings: Space Grotesk, SemiBold/Bold (600-700)
- Section headings/UI: Calibri, Bold for headings, Regular for UI
- Body text: Segoe UI (Light for web, Regular for print)
- For web: Title 48-96px, Section 20-40px, Body 16-18px, line height 1.5-1.6
- For print/presentations: Title 36-72pt, Section 18-32pt, Body 11-14pt
 
Text Colors & Emphasis:
- Default text: Noir (#061626) on white, White (#FFFFFF) on noir/dark backgrounds
- Emphasis colors (use bold for contrast): Ivory (default), Teal (science), Launch (space)
- Can use any emphasis color on either white or noir backgrounds when bold
- Semantic guidance: Ivory=default, Teal=science, Launch=space (but visual clarity takes precedence)
- Example: Teal section titles common on web for visual appeal regardless of science context
- Never use italics - always use bold + color for emphasis
- Emphasize selectively: only words or short phrases for maximum impact
 
## TONE OF VOICE
Core Principles:
- Authoritative but Approachable: We know our stuff, but we're not lecturing
- Precise but Plain: Technical when necessary, clear always
- Earnest but Self-Aware: We care deeply, but we know we're just humans pointing instruments at the sky
- Warmth Without Sentimentality: Human and relatable, but we don't oversell the emotion
- A Gentle Guide: We invite people in rather than shout at them
- Impactful: Subtle observations with clear, meaningful implications
 
Writing Guidelines:
- Use British English spelling and conventions
- Prefer active voice, present tense where appropriate
- Be specific: use data, examples, and concrete details
- Avoid jargon unless necessary; explain when you must use it
- Use "we" for LUMINA, "you" for the reader
- Short sentences for impact; longer ones for nuance
- Humor is welcome but should be dry, understated, and purposeful
 
Do:
- Use measured confidence
- Cite real measurements or locations where possible
- Ground claims in data and evidence
- Use precise, specific language
 
Don't:
- Use dramatic language ("crisis", "catastrophic") without data
- Anthropomorphise the system excessively
- Make unsubstantiated claims
- Overstate or sensationalise findings
 
Data Ethics:
We treat environmental data as a public good: transparent, reproducible, and responsibly shared. This commitment to open science underpins all LUMINA communications.
 
## LAYOUT & DESIGN
Spacing:
- Section padding: 4rem (mobile), 5rem (desktop) top/bottom
- Between cards/elements: 2-3rem gap
- Card internal padding: 1.5-2rem
 
Buttons:
- Primary: Teal bg + Noir text (default), inverts to Noir bg + Teal text on hover (150ms transition)
- Secondary: White bg + Grey text + Grey border (default), inverts to Grey bg + White text on hover
- Tertiary: Launch bg + White text (default), inverts to Noir bg + Launch text on hover
- All buttons: Color inversion effect, consistent 150ms transitions, rounded-full style
- Button font: Calibri
 
Cards & Containers:
- Background: NeoNoir or White
- Border radius: 8px
- Shadow: medium or large
- Max-width: 1280px (max-w-7xl) or 896px (max-w-4xl)
 
Icons:
- Style: Outline/stroke-based (never filled)
- Stroke width: 2px
- Sizes: 16px, 20px, 24px
- Color: Inherit from parent
 
## LOGO USAGE
- Always use on Noir (#061626) or NeoNoir (#1A2F4A) backgrounds
- Never use on white or light backgrounds
- Minimum height: 48px web, 20mm print
- Clear space: 0.5x logo height on all sides
- Tagline: "Light Usage Mapping in Nighttime Atmosphere" (Inter, weight 300, white)
- Never distort, change colors, add effects, or place on photographs
 
## PROJECT CONTEXT
LUMINA is a science-first national capability measuring light pollution and sky quality across the UK. We deploy ground sensors and plan a CubeSat constellation. We work with schools, councils, researchers, and NGOs. Our data helps understand light pollution impacts on health, ecosystems, and astronomy.
 
When generating content, maintain scientific credibility while remaining accessible. Balance technical accuracy with clear communication. Show impact through specific examples and data. Invite participation without being pushy.

Color Palette

Brand Colors

Click any color to copy its hex code to your clipboard.

Core Colors

Noir

#061626

Primary dark color

Ivory

#E4D5B7

Light text & accents

Teal

#3CCFC9

Primary accent color

Launch

#9D8FFF

Secondary accent

Secondary Colors

NeoNoir

#1A2F4A

Cards & backgrounds

Grey

#9CA3AF

Text & outlines

Semantic Colors

Red

#E65A6B

Error states

Amber

#FFA500

Warning states

Blue

#4BA6E8

Info states

Green

#57C47E

Success states

Event Colors

Astro

#9D8FFF

Nautical

#51C8F0

Civil

#F069E5

Solar

#E4D5B7

Moon

#FFFFFF

Golden Hour

#F28C28

Blue Hour

#4BA6E8

Typography

Brand Fonts

LUMINA typography works across web, presentations, documents, and print materials.

Title Headings

Web: Space Grotesk • Print/Documents: Cascadia Code

LUMINA Mission

Usage

• Page titles and hero headings
• Presentation title slides
• Document covers
• Large display text

Specifications

• Size: 36-72pt (presentations), 48-96pt (web)
• Weight: SemiBold (600) or Bold (700)
• Color: White on dark backgrounds
• Alternative: Arial Black, Impact (if unavailable)

Section Headings

All Media: Calibri • Universal heading font

Measuring Darkness Across the UK

Usage

• Section titles
• Card headings
• Slide headings
• Navigation elements

Specifications

• Size: 18-32pt (presentations), 20-40pt (web)
• Weight: Bold for headings, Regular for UI
• Color: Noir on light bg, Ivory on dark bg
• Alternative: Arial, Helvetica (if unavailable)

Body Text

All Media: Segoe UI (Light for web, Regular for print)

Artificial light at night is one of the fastest-growing environmental pressures, yet it remains poorly measured. LUMINA fills this gap with scientifically rigorous monitoring of the UK night environment.

Usage

• Paragraphs and body content
• Descriptions and captions
• Presentation body text
• Document content

Specifications

• Size: 11-14pt (documents), 16-18pt (web)
• Weight: Light (300) for web, Regular (400) for print
• Line height: 1.5-1.6 for readability
• Alternative: Helvetica, Arial (if unavailable)

Text Color & Emphasis

Flexible guidelines that prioritize visual clarity while maintaining brand consistency.

Default Text Colors

White backgrounds: Noir text (#061626)
Noir/dark backgrounds: White text (#FFFFFF)
Simple, high-contrast defaults for readability

Emphasis Colors

For headings, emphasis words, or short phrases on any background:

IvoryDefault emphasis

TealScience emphasis

LaunchSpace emphasis

Must be bold for contrast. Visual clarity takes precedence.

Usage Guidelines

Example: Section titles on web often use Teal for visual appeal, even without science connection

Principle: Semantic meaning guides color choice, but clarity always wins

• Never use italics for emphasis
• Use bold + color for impact
• Emphasize selectively (words/short phrases)
• Visual hierarchy matters most

Layout & Design

Design Elements

Consistent spacing, buttons, and interactive elements create a cohesive LUMINA experience.

Spacing System

Section Padding

• Mobile: 4rem (64px) top/bottom
• Desktop: 5rem (80px) top/bottom
• Horizontal: 1-2rem responsive
• Use class: py-16 sm:py-20

Content Spacing

• Cards/Elements: 2-3rem (32-48px) gap
• Between sections: 3-4rem (48-64px)
• Card padding: 1.5-2rem (24-32px)
• Use classes: gap-6, gap-8, p-6, p-8

Text Spacing

• Paragraph spacing: 1rem (16px)
• Heading margins: 1.5-2rem below
• Line height: 1.5-1.6 for body text
• Use classes: space-y-4, mb-6, leading-relaxed

Buttons

All buttons use rounded-full style with consistent padding (px-8 py-2) and Calibri font.

Primary Button

Primary Action

Default: Teal bg + Noir text + Teal border

Hover: Noir bg + Teal text + Teal border

Effect: Color inversion (150ms)

Use for: Main calls-to-action, commit actions

Secondary Button

Secondary Action

Default: White bg + Grey text + Grey border

Hover: Grey bg + White text + Grey border

Effect: Color inversion (150ms)

Use for: Secondary actions, navigation

Tertiary Button

Tertiary Action

Default: Launch bg + White text + Launch border

Hover: Noir bg + Launch text + Launch border

Effect: Color inversion (150ms)

Use for: Specialty actions, unique emphasis

Cards & Containers

Standard Card

Example card content

• Background: NeoNoir (#1A2F4A) or White
• Border radius: rounded-lg (8px)
• Padding: p-4 to p-8 (16-32px)
• Shadow: shadow-md or shadow-lg
• Use class: lumina-card

Content Containers

• Max-width: max-w-4xl or max-w-7xl
• Center with: mx-auto
• Responsive padding: px-4 sm:px-6 lg:px-8
• Background alternation: white/gray-50 sections

Icons

• Style: Outline/stroke-based (never filled)
• Stroke width: 2px consistent
• Standard sizes: w-4 h-4, w-5 h-5, w-6 h-6
• Color: Inherit from parent text color
• Use: Heroicons or similar outline icon sets
• Spacing: mr-2 or ml-2 next to text

Interactive States

• Hover: Scale (scale-105) or color change
• Transition: transition-all duration-200
• Focus: Outline with teal color
• Links: Use teal color with hover effect
• Cursor: cursor-pointer for clickable elements

Communication

Tone of Voice

LUMINA's voice balances scientific credibility with accessibility and a even subtle touch of dry wit for imapct. We are authoritative but approachable, precise but plain, earnest but self-aware.

Core Principles

Authoritative but Approachable

We know our stuff, but we're not lecturing from an ivory tower.

Precise but Plain

Technical when necessary, clear always.

Earnest but Self-Aware

We care deeply, but we know we're just humans pointing instruments at the sky.

Warmth Without Sentimentality

We're human and relatable, but we don't oversell the emotion.

A Gentle Guide

We invite people in rather than shout at them.

Impactful

Subtle observations with clear, meaningful implications.

Do / Don't

Do

Use measured confidence
Cite real measurements or locations where possible
Ground claims in data and evidence
Use precise, specific language

Don't

Use dramatic language ("crisis", "catastrophic") without data
Anthropomorphise the system excessively
Make unsubstantiated claims
Overstate or sensationalise findings

We treat environmental data as a public good: transparent, reproducible, and responsibly shared.

LUMINA's commitment to open science and data ethics underpins everything we do.

Logo Assets

LUMINA Logo

The LUMINA wordmark should always appear on Noir or NeoNoir backgrounds. It can be used standalone or with the tagline lockup below.

Light Usage Mapping in Nighttime Atmosphere

Download Logo SVG

Vector format • Scalable • Ivory color (#E4D5B7)

Logo Usage Guidelines

Background

• Always use Noir (#061626) or NeoNoir (#1A2F4A)
• Never use on white or light backgrounds
• Avoid busy or patterned backgrounds
• Ensure sufficient contrast

Sizing & Spacing

• Minimum height: 48px for web, 20mm for print
• Clear space: 0.5× logo height on all sides
• Scale proportionally only
• Center on backgrounds when possible

Tagline Lockup

• Tagline: "Light Usage Mapping in Nighttime Atmosphere"
• Font: Inter, weight 300 (light), white
• Size: 0.15–0.20× logo height
• Spacing: minimal spacing between logo and tagline

Do

• Use the official SVG file
• Maintain logo integrity
• Use on dark backgrounds only
• Preserve clear space
• Keep colors as specified (Ivory)

Don't

• Don't use on light backgrounds
• Don't change colors or opacity
• Don't add effects, shadows, or outlines
• Don't distort, rotate, or skew
• Don't place on photographs

Mission Patch

LUMINA Mission Patch

The official mission patch symbolizes LUMINA's commitment to measuring and protecting the night environment.

Download Patch PNG

High resolution • 1024x1024px

Patch Symbolism

The LUMINA mission patch embodies our core mission: to observe, measure, and protect the night environment through scientific innovation.

Usage Guidelines:

Official communications and presentations
Educational materials and outreach
Merchandise and promotional items
Partner organization materials (with permission)

Do not modify, crop, or alter the patch design.

Questions About Usage?

If you have questions about using LUMINA brand assets or need high-resolution versions, please get in touch.