What’s in a name?
LEMA means ‘motto’ in Portuguese: a guiding principle you hold to. It stands for clarity of thought, shared values, and a voice that keeps a team aligned.
A labyrinth, built from L and E.
The mark is a labyrinth built from the letters L and E. It stands for the complexity every organisation runs into as it grows, and the single path through it. We find the path, walk it with you, and leave you knowing the route.
Grounded, not tech-blue.
Navy
#1b2836
Sky
#5d8bb3
Suede
#d0af99
Rust
#c14f2c
Near-white
#faf7f2
Bebas Neue and Lato.
Bebas Neue sets the headlines.
Lato carries the body copy: clear, warm, and easy to read at length. Two faces, one voice.
How LEMA sounds.
Direct, human, and specific. We lead with the business, not ourselves. We name the real problem plainly, we do not oversell, and we never reach for hype where a clear sentence will do.
- Confident, not smug. We back claims, we do not boast.
- Warm, not corporate. We write like a senior person talking to a peer.
- Plain over clever. Short sentences, real words, no jargon for its own sake.
- No em dashes. Commas, colons and full stops do the work.
Using the mark.
Do
- Keep the LC mark near-white on the sky-blue or navy circle.
- Give it clear space on every side.
- Pair it with the wordmark LEMA® Collective in Bebas Neue.
Do not
- Recolour, stretch, or add effects to the mark.
- Place it on busy or low-contrast backgrounds.
- Rebuild the letters. Use the supplied files.
Know where you stand before you spend.
Start with an audit. A fixed-scope diagnostic that tells you what to fix first, and what it is worth fixing.
Start with an audit