Brand guidelines.
Three colors. Two type families. One way of saying things. The rules that keep Lumen looking and reading like Lumen, on the website, on the truck, on the invoice.
Three colors. No exceptions.
Pure black. Electric yellow. Bone. That's the system. Every additional color is a deviation that needs justification, not approval.
Two faces. Both Archivo.
Archivo Black for the headlines. Archivo (variable) for everything else. No serifs anywhere on the system. No third typeface.
Building blocks.
Black fill + yellow text by default. Outline is black-on-bone with a 3px black inset border. No rounded corners, no transitions beyond color flips.
Yellow background on em element. Always black text on yellow. Used for emphasis at the headline level only; never inside body copy.
Black surface, yellow number, white label. Reserved for hard, verifiable counts. Never decorative metrics.
Sound like a master electrician.
If a sentence wouldn't be said by Ray on a job site at 4pm on a Tuesday, it doesn't go on the website.
- Short. Declarative. Period. No semicolons, no asides. The trade is binary. The voice is binary.
- Permit-pulled, code-passed. Specifics that prove the work. Job counts, license numbers, inspection results.
- No "premium," no "professional." Adjectives that say nothing. The work says it.
- All caps for emphasis only. Headlines, button labels, stat numbers. Never inside body copy.
- No exclamation marks ever. Confidence doesn't shout.
Site by Pikes Peak Web Designs.
Designed, coded, hosted, and maintained by Pikes Peak Web Designs. $0 down, $175/month flat. Custom-coded, accessible, fast.