Brand Guidelines

Make home maintenance as simple as ordering a ride.

Values

TrustSimplicity SpeedQualityInnovation

Tone of voice

Friendly
Warm, human, never robotic.

Professional
Competent and reliable.

Calm
Reassuring, unhurried.

Clear
Plain language, no jargon.

Color

LUMI Green · #14C871

Charcoal · #0B1220

Soft Gray · #F6F8FA

White · #FFFFFF

Gold accent · #E9C46A

Primary is LUMI Green; charcoal, soft gray and white are secondary. Gold is reserved for the mark's sparkle. Full palette + dark-mode variants live in design/tokens.css.

Typography

Inter / SF Pro

Display 800 · Headings 700 · Body 400–600. Tight tracking on large sizes.

Logo

LUMI

logo_primary

LUMI

logo_mono (reversed)

Keep clear space around the mark. Use the mono version on busy or dark backgrounds.

Don't stretch, rotate, recolor the wordmark, or add effects.

Icon style

Rounded outline · 24px grid · consistent 2px stroke.

Cleaning

Home

Payments

Chat

Calendar

Smart Home

Analytics

Photography

Real homes, natural light, authentic people. Never staged stock or clinical studio shots.

Taglines

Your Home. Smarter.

Home Care, Reimagined.