◆ 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

Thunder (Headlines)

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

font-family: 'Thunder'; 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 Thunder at 18px with 1px 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 Thunder 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 Thunder with a copper period accent IS the brand mark.