lui
Clarity
One idea at a time. Direct language. Space to breathe.
One brand.
Endless connections.
IDENTITY ON THE MOVE — 2026
Lui exists to make space. To connect one idea to the next. To transform complexity into a flow you can feel.
Fewer repetitive tasks.
More possibilities.
Technology that moves with you. A calm presence, a lively energy and a constant desire to connect possibilities.
Autonomy
Control remains with the creator. The brand opens new paths.
Continuity
Forms and movements that connect, without sudden interruptions.
TONE OF VOICE
“You create the flow.
We take care of the infrastructure.”
How to talk about lui
The lui is a masculine presence. We use o lui, from lui and with lui, including when the name appears as lui.cx.
“Why choose lui.cx?”
“LUI takes care of your infrastructure.”
In product communication, we use concrete terms: plan, instance, server or infrastructure. Each term should make our offering clear.
Small in shape.
Broad in meaning.
lui's official avatar is our visual signature: a dark organic shape on green, with a light expression and connecting features. The brand appears accompanied by lui.cx in text, preserving the avatar's original design.
BREATHING AREA = ¼ THE WIDTH OF THE AVATARMinimum full signature: 100 px. Minimum avatar: 32 px. Preserve proportions, contrast and free space. Do not distort, contour or apply shadows.
Download Official Avatar PNG
Green by nature.
lui by choice.
The green Flow and dark Deep come from the current website. Paper, Mist and Forest expand the proposed system. Click on a color to copy the code.
Indicative proportions. Use Deep over Flow for texts; reserve white on green for art, without essential information.
An identity.
Two atmospheres.
Green maintains its energy. Text, surfaces, and edges shift together to preserve readability. The two applications are visible side by side, regardless of the theme chosen on this page.
Your next stream.
You create the automation. lui takes care of the infrastructure, with a clear interface at all times.
Start with luiFind out about the plans
GUIDEn8nautomationAI
INFRASTRUCTURE ON THE MOTION
Your next stream.
You create the automation. lui takes care of the infrastructure, with a clear interface at all times.
Start with luiFind out about the plans
GUIDEn8nautomationAI
INFRASTRUCTURE ON THE MOTION
Labels and tags
Labels identify the type of content, such as Guide or Featured. Tags show your subjects. The same component is used in the cards and blog article headers, with colors adapted to each theme.
Texts use Deep over Flow. In clear mode, links use Forest; in the dark, use Flow. The green color remains recognizable without losing contrast.
Precision meets
expression.
Hanken Grotesk preserves a family already declared in lui's current CSS. Fraunces adds an editorial voice to moments of expression. IBM Plex Mono identifies states, indexes, and data.
HANKEN GROTESK / STRUCTURE
Everything connects.
Aa Bb Cc 012345
ITALIC FRAUNCES / EXPRESSION
As close as possible.
Aa Bb Cc 012345
IBM PLEX MONO/SIGNAL
FLOW/001
SYSTEM READY
Titles: 48–112 px / 0.98 leading. Body: 16–20 px / 1.6 leading. Metadata: 10–12 px. On your cell phone, prioritize reading and adapt the scale.
Identity
is a living field.
An original shader combines currents, interference and grain. Movement reacts to the presence of the cursor. Three states form a family, with the same energy and different intensities.
Animation adapts to the device's capabilities.
Slow and continuous movement. No flashes, cuts or automatic sound. Reduced movement preference is respected; each field has its own pause control. Static fallback on devices without WebGL.
A universe.
Many contact points.
Your next
step is
possible.
Less operation.
More horizon.
START YOUR FLOW Reference applications for communication and social networks. Texts are outside the areas of greatest shader activity.
Icons: Solar Icons, from 480 Design, under CC BY 4.0. We use the Linear version with 1 px stroke, hosted locally. The stroke has been adjusted to maintain the same thickness across all sizes.
Fonts: Hanken Grotesk, Fraunces and IBM Plex Mono, hosted locally via Fontsource, under open licenses. Licenses are included in /brand/licenses.