Brand Guidelines
The brand is the type, the slash, and the pager.
One reference for anyone touching the LavX Managed Systems identity: the mark, the color tokens, the type scale, the voice, and the rules that keep it from inflating. If a choice is not on this page, default to restraint.
01 / Mark
Logo & wordmark
The mark is the dot-matrix LED lockup: hand-built pixel glyphs for “LavX”, a gold blade that parks as the /, then “MANAGED SYSTEMS” in mono. It ships as a static SVG everywhere except the hero, where it animates. Reduced-motion paints the static lockup.
Primary & reversed
Rules
- Do
Use the dot-matrix lockup: light dots on dark, dark dots on paper.
- Do
Keep the blade gold (#DBB46B); the dots inherit ink.
- Do
Leave at least one matrix cell of clear space on every side.
- Do
Animate only in the hero; ship the static SVG everywhere else.
- Don't
Recolor the blade, gradient-fill the dots, or add a glow.
- Don't
Re-space the grid, round the dots into circles, or skew the lockup.
- Don't
Revive the old violet "LMS" serif icon or the glowing circle.
- Don't
Put the ink-dot version on light, or the dark-dot version on ink.
App icon · 1:1 · favicon
The square mark is the gold slash alone on warm ink: the brand’s signature glyph, no wordmark. It replaces the deprecated violet “LMS” serif icon. The full favicon family is generated from one source.
16 
32 
48 
apple 180 
android 192
Monochrome · one-color
For single-color contexts (watermarks, stamps, embossing, one-ink print): the blade drops to ink, no gold. Transparent ground, so it sits on any surface. Provided for both the wordmark and the mark.
02 / System
Color & type
Single-hue, warm-ink system. Gold is the only brand accent (violet, amber, and terracotta were considered and cut). Tokens are authored in OKLCH in production; the hex below is the dark-theme reference.
Core tokens · dark (default)
- Paper--bg#0F1210Page background
- Surface--surface#171B17Cards, console
- Ink--ink#E9E4D6Primary text
- Mute--muted#98998BSecondary text
- Gold--gold#C68F44Accent, links
- Gold strong--gold-strong#DBB46BHover, emphasis
- Ember--ember#CE6E2CLive dot, halo
- Line--border#262B23Hairlines
Contrast.Ink on Paper ≈ 14.8:1 (AAA). Muted on Paper ≈ 6.5:1 (AA). Gold ≈ 6.7:1, fine for labels and small mono. On the light theme, body text and links use the darker #7A471B; the logo blade keeps #DBB46B as a large graphic element, exempt from text-contrast minimums.
Type scale · JetBrains Mono
- Display / UI · JetBrains Mono
Headlines, nav, labels, numerals, the wordmark. Weight contrast (400 / 500 / 700) carries the hierarchy.
- Long-form body · Satoshi
Running prose only, where mono would tire the reader. Set at 16px, measure 66ch, leading 1.6.
03 / Voice
Voice & naming
Operator-steady, evidence-first, EU-specific. Concrete over abstract, plain verbs, one adjective maximum. Every tenet is a do/not pair, lifted from the brand direction.
- T1Concrete over abstractDo
"news.lavx.hu ships ~100 articles a day with no human in the loop, ~18,000 readers a month."
Not"Cutting-edge RAG leveraging next-generation knowledge retrieval."
- T2Operator voice, not vendor voiceDo
"We answer within one business day with a concrete next step."
Not"Our team of AI experts is committed to driving your transformation journey."
- T3EU-specific, not EU-flavoredDo
"GDPR by default. EU AI Act Art. 50 disclosed in chat. Data stays on EU infrastructure."
Not"We are committed to European compliance and data privacy standards."
- T4Evidence before adjectiveDo
"99.9%+ availability on the production systems we operate, in production since 2023."
Not"Lightning-fast deployment timelines."
- T5Restraint in adjective stacksDo
"Retrieval-grounded assistants."
Not"Cutting-edge, enterprise-grade, AI-powered intelligent assistants."
- T6Plain verbsDo
"We ship the code. We run the evals."
Not"We empower organizations to leverage AI for transformative outcomes."
- T7Auditable confidenceDo
"Every reply is auditable. Every tool call is logged."
Not"Welcome to the AI revolution!"
Naming hygiene
| Form | Where it belongs | Casing |
|---|---|---|
| LavX Managed Systems | First mention, footer, legal, structured data, og:site_name. | Title case. The X always uppercase. |
| LMS | Subsequent mentions in customer-facing prose, after the full first mention. | Plain caps. The enterprise short form. |
| LavX | The wordmark glyph only, product and domain handles (lavx.hu, news.lavx.hu), code, repo slugs. Never in running prose. | Always "LavX". X uppercase. |
| Lavx | Nowhere, ever. Hunt and remove (incl. meta, alt, JSON-LD). | Banned. |
| lavx | URL slug lavx.hu only. | Domain context only. Never in copy. |
04 / Restraint
Visual rules & trust
The brand inflates when decoration creeps in. These are the budgets that keep it honest: where gradient is allowed, where motion tells a truth, and how proof is presented.
Gradient budget · max 5 slots per page
- 01
Wordmark accent
A single character or stroke, never the whole logo.
- 02
Eyebrow / kicker
One label per page.
- 03
Hero emphasis word
One word of the kinetic line, not the line.
- 04
One numeric stat
The headline number, not all four.
- 05
Primary CTA
The primary button, not secondaries.
Everything else reverts to flat tokens. Cards, dividers, halos, ambient blooms: type does the lift, not gradient.
Motion & p5.js
- Allowed
Motion that tells a truth: the hero line ships, arrives, settles; an agent trace renders top-down. prefers-reduced-motion is the contract.
- Forbidden
Decoration: infinite-rotating gradients, hover-flares, idle shimmer. p5.js in 2 to 3 places max (hero, playground, one case study). Never in cards, nav, or footer.
Trust pattern · three tiers
- Tier 1 · Named
Preferred
Real name, title, company, ideally a logo. One quote, one concrete number.
- Tier 2 · Redacted
NDA cases
The redaction is the signal: the work was real enough to be confidential.
- Tier 3 · Stat + method
Denominators
Every number gets a source line in small type. "~18,000 readers / 30 days, news.lavx.hu, fully autonomous."
Banned.Anonymous-vague (“CEO, Cryptocurrency Exchange Platform”), un-sourced superlatives (“96% satisfaction”, no method), stock-headshot avatar testimonials.