Brand Identity System
Vol. 02 — 2025
Movement: Botanical Luminance
Tricky Studio × AI
Identity System — Complete Edition
Lumière
Fine Jewellery · Paris
La lumière qui révèle votre brillance naturelle
01 — Logo System
The Wordmark
Lumière
Fine Jewellery
01 — Primary · Light
Lumière
Fine Jewellery
02 — Reversed · Dark
L
03 — Monogram
Lumière
Fine Jewellery
04 — On Sage
Lumière
Fine Jewellery
05 — On Gold
L
06 — Monogram · Dark
02 — Color System
Palette Signature
C01
Crème Pétale
HEX #F7F3ED
RGB 247 / 243 / 237
Primary Background
C02
Or Botanique
HEX #D4A574
RGB 212 / 165 / 116
Accent / Warmth
C03
Blush Poudré
HEX #E8D5C4
RGB 232 / 213 / 196
Secondary / Soft
C04
Sauge Profond
HEX #4A5240
RGB 74 / 82 / 64
Contrast / Nature
03 — Typography
Type System
Primary — Display
Playfair
Display
Typeface · Serif · Italic 300–400
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Secondary — UI & Body
Raleway
Typeface · Sans Serif · Weight 100–300
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Display 01
La lumière naturelle
Display 02
Lumière Joaillerie
Heading
Botanical Luminance
Body
Inspired by the first light of dawn through a glass conservatory — warm, directional, alive with botanical green.
Caption
Paris · Fine Jewellery · Maison Est. 2025
04 — Stationery
Business Card
Lumière
Fine Jewellery
Chloé Martin — Maison Director
chloe@lumiere-joaillerie.com
+84 90 000 0001
Front
Lumière
La lumière · La brillance · L'éternité
Back
Format
85 × 55 mm
Stock
Invercote 400gsm
Finish
Soft Touch Matte
Special
Foil + Emboss
Print
Offset + Letterpress
05 — Brand Pattern
Botanical Texture
Lumière
Fine Jewellery
The Botanical Pattern
Petal & Light
Six overlapping ellipses arranged around a central point — the geometry of a flower petal, the mathematics of natural growth. Derived from the sacred geometry of botanical illustration: the proportions that appear in the spiral of a rose, the unfurling of a fern. The gold center represents the light source. The sage lines represent nature as foundation. Together they speak of organic brilliance refined by craft.
Product packaging wrap
Gift box interior
Digital backgrounds at 8% opacity
Tissue paper full bleed
Website header texture
06 — Usage Rules
Clear Space & Protection
× cap height
× cap height
× cap
× cap
Minimum Size — Print
The wordmark in italic must not appear smaller than 30mm wide in print. Below this threshold, the L monogram in a circle is the approved mark.
Minimum Size — Digital
On screen, minimum width is 140px. For app icons and favicons, use the L monogram in a circle only.
Italic Requirement
The wordmark is always set in italic. Never use the roman (upright) weight for the Lumière wordmark — the italic is core to brand identity.
07 — Digital Templates
Social Media System
08 — Guidelines
Do's & Don'ts
Do
✓
Always use the wordmark in italic — the italic is not stylistic, it is structural to the identity
✓
Pair photography with botanical, organic, soft-light references — never clinical or harsh
✓
Use Sauge Profond as the only dark background — it roots the palette in nature
✓
Maintain the Crème Pétale base as the default canvas across all primary touchpoints
✓
Allow generous white space — Lumière communicates through lightness and breathing room
Don't
✕
Never use the wordmark in roman (upright) weight — the italic is non-negotiable
✕
Never use cold whites or stark greys — they contradict the warm, botanical palette
✕
Never combine Lumière imagery with hard-edged, architectural, or industrial aesthetics
✕
Never use Or Botanique at full saturation on digital screens — it becomes garish
✕
Never apply the brand pattern at more than 15% opacity in any digital application