--- title: "About the brand — Identity lui.cx" description: "Lui's identity: official avatar, color, typography and automation with fewer repetitive tasks and more possibilities." url: https://lui.cx/en/about-the-brand source: https://lui.cx/en/about-the-brand generated_by: aeo.js --- # About the brand — Identity lui.cx Lui's identity: official avatar, color, typography and automation with fewer repetitive tasks and more possibilities. LUI.CX / ABOUT THE BRAND / LIVING IDENTITY ## 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. ![Official lui avatar](/brand/lui-avatar.webp) ## Fewer repetitive tasks. _More possibilities._ Technology that moves with you. A calm presence, a lively energy and a constant desire to connect possibilities. ### Clarity One idea at a time. Direct language. Space to breathe. ### 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.” Close, safe and simple. Concrete benefits before specifications. No absolute promises. ### 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. ![lui official avatar](/brand/lui-avatar.webp)BREATHING AREA = ¼ THE WIDTH OF THE AVATAR ![Avatar lui on light background](/brand/lui-avatar.webp) ![Avatar lui on dark background](/brand/lui-avatar.webp) ![Avatar lui on green background](/brand/lui-avatar.webp) Minimum 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](/brand/lui-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. CLARO / PAPER ### Your next stream. You create the automation. lui takes care of the infrastructure, with a clear interface at all times. [Start with lui](/en#cadastro) [Find out about the plans](/en#planos) GUIDEn8nautomationAI INFRASTRUCTURE ON THE MOTION DARK / DEEP ### Your next stream. You create the automation. lui takes care of the infrastructure, with a clear interface at all times. [Start with lui](/en#cadastro) [Find out about the plans](/en#planos) 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. 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._ LUI.CX / AUTOMATION ### Your next step is _possible._ ![lui.cx](/brand/lui-avatar.webp) IDEAS IN MOTION. ### 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](https://solar-icons.vercel.app/icons?style=linear), from [480 Design](https://github.com/480-Design/Solar-Icon-Set), under [CC BY 4.0](https://creativecommons.org/licenses/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.