◆ Admin / Brand Identity

BRAND IDENTITY.

The LDW brand is built on a dark, editorial aesthetic — luxury operator meets ministry leader. Every design decision reinforces authority, warmth, and intentionality.

Color System

All colors are defined as CSS custom properties in :root. Never hardcode hex values — always reference the variable.

Primary Palette

Name	Variable	Hex	Usage
Obsidian	`--obsidian`	`#0D0D0D`	Primary background
Warm Black	`--warm-black`	`#1A1714`	Cards, forms, secondary dark
Off-White	`--off-white`	`#F2F0EB`	Primary text on dark
Concrete	`--concrete`	`#8A8A8A`	Body text, muted labels
Copper	`--copper`	`#C17F59`	PRIMARY ACCENT — CTAs, buttons, links
Copper Light	`--copper-light`	`#D4956A`	Hover state for copper only
Signal Green	`--signal`	`#00E676`	Positive indicators ONLY

Vantage Domain Colors

Used only inside the Vantage Command Center:

Domain	Color	Hex
Operations	Teal	`#00BFA5`
Finance	Gold	`#FFD740`
People	Coral	`#FF6E6E`
Growth	Emerald	`#69F0AE`
Revenue	Gold	`#FFD740`
Audience	Cyan	`#40C4FF`
Content	Purple	`#B388FF`
Pipeline	Pink	`#FF80AB`

CSS Variables (copy-paste ready)

:root {
  --obsidian: #0D0D0D;
  --warm-black: #1A1714;
  --off-white: #F2F0EB;
  --concrete: #8A8A8A;
  --copper: #C17F59;
  --copper-light: #D4956A;
  --signal: #00E676;
}

Typography

Bebas Neue (Headlines)

Weight: 400. ALL headlines — always uppercase, always tight tracking.

font-family: 'Bebas Neue'; letter-spacing: 6px; text-transform: uppercase;

DM Sans (Body)

Weights: 300, 400, 600. Body copy, descriptions, paragraphs.

font-family: 'DM Sans'; font-weight: 300;

Space Mono (Labels)

Weights: 400, 700. Section labels, eyebrows, monospace UI elements.

font-family: 'Space Mono'; font-size: 9px; letter-spacing: 5px; text-transform: uppercase;

Font Loading

<link href="https://fonts.googleapis.com/css2?family=Bebas+Neue&family=DM+Sans:wght@300;400;600&family=Space+Mono:wght@400;700&display=swap" rel="stylesheet">

Logo / Brand Mark

The LDW brand uses a geometric diamond mark rendered as inline SVG. No traditional logo file — the mark is code-based.

LONNELL WILLIAMS

Diamond Mark SVG Code

<svg width="28" height="28" viewBox="0 0 240 240" fill="none">
  <polygon points="40,180 120,130 120,55 40,105" fill="#F2F0EB"/>
  <polygon points="120,55 200,105 200,180 120,130" fill="#C17F59"/>
  <polygon points="40,180 120,230 200,180 120,130" fill="rgba(242,240,235,0.06)"/>
</svg>

Usage Rules

Always pair with "LONNELL WILLIAMS" in Bebas Neue at 18px with 4px letter-spacing
The mark always links to the homepage (href="/")
Never distort, recolor, or add effects
Minimum size: 20x20px
On Vantage page, use 20px size; all other pages use 28px

Brand Rules

Do

Use Bebas Neue for ALL headlines — always uppercase, always tight tracking
Use copper (--copper) as the primary action color
Use the period accent pattern: HEADLINE<span class="accent">.</span>
Use the diamond mark ◆ for premium/Vantage branding
Keep dark sections truly dark — --obsidian or --warm-black only
Use signal green exclusively for positive data indicators
Maintain generous whitespace — sections use 100px+ padding

Don't

Never use sentence case for headlines
Never use copper for negative indicators or warnings
Never mix brand fonts with system fonts in visible UI
Never use pure white (#FFFFFF) — use --off-white (#F2F0EB)
Never use signal green for text, buttons, or decoration
Never add drop shadows to text — the brand is flat and editorial

Signature Elements

The Period Accent

Every major headline ends with a colored period. Core brand element.

<h2>YOUR HEADLINE<span class="accent">.</span></h2>

The Diamond Mark

Symbol: ◆ — Used in Vantage branding, footer, premium section eyebrows. Typically small (8-10px), copper or off-white colored.

Brand Identity is Typographic

There is no traditional logo. The brand is defined by typography, color, and editorial layout. The name "LDW" or "LONNELL WILLIAMS" in Bebas Neue with a copper period accent IS the brand mark.