NovaLuum — Brand Manual

01 — Logo

Brand Mark

The NovaLuum mark combines a geometric diamond—symbolising light, clarity and precision—with a refined serif wordmark. The dual-tone treatment (teal + gold) anchors the brand in trust and warmth.

Primary — Light background

Reversed — Dark background

On brand primary

✓ Do

Keep minimum clear space equal to the diamond mark's height around the logo
Use on backgrounds with sufficient contrast (4.5:1 minimum)
Scale proportionally maintaining aspect ratio
Minimum size: 120px wide on digital, 30mm on print

✗ Don't

Stretch, distort or rotate the logo
Recolor individual elements outside the defined palette
Place on busy photographic backgrounds without an overlay
Add drop shadows or other effects

02 — Color Palette

Brand Colors

The palette draws from the Caribbean landscape — deep jungle teal, warm sand, and golden sunlight. Each color has a defined role to maintain hierarchy and visual consistency.

Primary #305D59 Jungle Teal Main brand color · CTAs · Headers RGB 48 93 89

Secondary #6D9295 Sea Mist Supporting elements · Borders · Icons RGB 109 146 149

Background #F2EEE9 Warm Sand Page backgrounds · Cards · Light surfaces RGB 242 238 233

Natural Support #5E6B5D Sage Stone Body text on light · Secondary text RGB 94 107 93

Warm Accent #E1CAAF Desert Linen Subtle highlights · Section dividers RGB 225 202 175

Gold Accent #D19A6A Riviera Gold Premium highlights · Logo · Key accents RGB 209 154 106

Main Text #261E0A Dark Earth Primary text · Headings on light bg RGB 38 30 10

Color Combinations

Primary on Background AAA ✓ CTA buttons, headers

Text on Background AAA ✓ Body copy, paragraphs

Gold on Dark AA ✓ Premium sections, hero

Gold on Primary AA ✓ Logo reversed, links

03 — Typography

Type System

Two typefaces define the NovaLuum voice: Cormorant Garamond for prestige and emotion, Jost for clarity and modernity.

Cormorant Garamond

Display · Headings · Hero Text

Light 300 Regular 400 SemiBold 600 Italic 300

Use light weight for large display text. Regular/SemiBold for subheadings.

Jost

Body · UI · Labels · Navigation

Light 300 Regular 400 Medium 500 SemiBold 600

Use for all UI text, body copy, labels and navigation items.

Type Scale

Display / Hero
5rem · Light · Serif Where Dreams Become Home

H1 · 3.5rem · Light · Serif Riviera Maya Properties

H2 · 2.75rem · Light · Serif Featured Developments

H3 · 2rem · SemiBold · Serif Cancún · Playa · Tulum

Eyebrow · 0.75rem · 600 · Wide Luxury Real Estate

Body · 1rem · 400 · Sans En NovaLuum somos un equipo apasionado por el estilo de vida de la Riviera Maya, con 21 años de experiencia en diseño y comercialización de desarrollos habitacionales.

Small / Label · 0.875rem · 500 3 Bedrooms · 2 Bathrooms · 180m²

04 — UI Components

Buttons & Interactive Elements

Buttons

Tags & Badges

For Sale Featured New Development Investment

Form Elements

Full Name

Interested In

Property Card

Property Image

Featured

Cancún, Quintana Roo

Residencial Luum Vista

🛏 3 Bed 🚿 2 Bath 📐 180 m²

05 — Voice & Tone

Brand Voice

NovaLuum speaks with the confidence of 21 years of expertise and the warmth of someone who genuinely loves the Riviera Maya lifestyle. We are guides, not salespeople.

◆

Trustworthy

We speak with authority backed by two decades of experience. Numbers, credentials, and track record over hype.

"21 years building homes in the Riviera Maya — and counting."

◇

Aspirational

We paint a picture of the lifestyle, not just the property. The Caribbean dream is tangible and achievable with us.

"Where routine ends and the Riviera begins."

◆

Warm & Personal

We speak to people, not markets. Canadians, expats, investors — all share a desire for belonging. We honor that.

"Your home in paradise. We'll help you find it."

◇

Clear & Direct

No jargon. No fluff. We respect our clients' time and intelligence with concise, honest communication.

"3 bed · 2 bath · $285K · Move-in ready."

Brand Slogans

"El Caribe que sueñas, con la seguridad que mereces."

Primary tagline — Spanish market

"Where Trust Becomes Home."

Primary tagline — International / EN market

"Properties that Inspire Confidence and New Beginnings."

Extended tagline — digital ads

06 — Spacing & Grid

Layout System

--sp-14pxIcon gaps

--sp-28pxInput padding

--sp-416pxDefault gap

--sp-624pxCard padding

--sp-832pxSection horizontal padding

--sp-1248pxComponent spacing

--sp-1664pxSection padding

--sp-2496pxMajor section separation