Loft501 / Visual identity 01 / Electric Carnival
Ideas with
a pulse.
A confident identity for creative thinking, digital craft and ideas that move people.
Bold by nature. Precise by design.
Energy, in balance.
Four expressive colours. Two disciplined typefaces.
One clear, recognisable visual language.
Primary action & signature
Feature panels & structure
Campaigns & personality
Highlights & key moments
01 / The identity
Built around a pulse.
Four open arcs share a centre: individual ideas becoming one experience. The opening creates direction; the repeated geometry creates recognition.
Give it room.
Keep a clear space of at least 27 units around the entire lockup, measured against the 256-unit symbol. Keep text, edges and images outside that space.
Keep it consistent.
Use the supplied lockups. Preserve proportions, arc thickness and colour order. Use monochrome ink on light backgrounds; paper on dark backgrounds.
Keep it legible.
Full lockup: minimum 220 px wide or 55 mm in print. Symbol: minimum 40 px or 10 mm. Below that, use the simplified favicon supplied in the pack.
02 / Colour system
One colour leads.
The others support.
Use a neutral canvas for around 70% of a typical composition. Choose one accent for the next 20%; use the remaining colours sparingly within the final 10%.
A composition guide, not a required pixel count. Full-colour logo and swatch sheets are deliberate exceptions.
Ink / #101117
Primary dark canvas and text colour. Creates a consistent base for all four accents.
Paper / #F7F7F2
Warm white for documents, reading surfaces and quieter layouts. Added as a supporting neutral.
Use contrast deliberately.
Use ink text on every bright accent. Use paper text on ink. Keep bright colour out of small body text on paper.
| Background | Hex | Ink text contrast | Paper text contrast | Preferred text |
|---|---|---|---|---|
| Turquoise | #00F5D4 | 13.47:1 | 1.30:1 | Ink |
| Violet | #9B5DE5 | 4.57:1 | 3.84:1 | Ink |
| Pink | #F15BB5 | 6.19:1 | 2.83:1 | Ink |
| Yellow | #FEE440 | 14.70:1 | 1.19:1 | Ink |
Calculated sRGB contrast ratios. All four ink-on-accent combinations exceed 4.5:1. Paper-on-ink: 17.53:1. Do not communicate meaning through colour alone; pair labels with icons or words.
03 / Typography
Expressive headlines.
Effortless reading.
Two free Google Fonts, with distinct jobs. Use these exact families and weights so the personality stays consistent.
Make your
next move
matter.
Logo and display: 600. Short headings only.
Optical spacing: −0.04em to −0.055em at large sizes.
Good ideas deserve a clear expression. We bring structure, character and thoughtful detail to every experience, helping people understand what matters and feel ready for what comes next.
Mobile display: 40–48 px. Print body: 10.5–11 pt / 15 pt leading. Long copy: 55–75 characters per line. Use sentence case; reserve uppercase for short labels.
04 / In the world
One identity.
Different expressions.
A calm digital introduction, a vivid campaign and a restrained business card. The typography and geometry keep them connected.
Good ideas.
Great energy.
We turn creative ambition into clear, memorable digital experiences.
Explore the possibilities ↗Alex Morgan
Creative director
loft501
Make something
worth paying attention to.
Loft501 ↗Illustrative creative studio positioning, sample copy and fictional contact name. These are brand applications, not a live website.
05 / Brand voice
Clear words.
Good energy.
Be confident, curious and direct. Say what you do, why it matters and what happens next. Let one strong idea lead each message.
The brand promise
Bring clarity and creative energy to ideas that deserve to be seen.
The signature line
Ideas with a pulse.
The writing style
Short, active sentences. Specific benefits. A warm, capable voice. Avoid hype, jargon and repeated exclamation marks.
06 / Your brand kit
Ready to build with.
Editable SVG logos, a simplified favicon, local Google Font files and licences, colour tokens and practical implementation notes.
SVG wordmarks contain embedded Sora font data and editable text. Install the included Sora font before editing in design software; outline text there if required by a print supplier.