The Lullabot Identity

This page exists to provide you with the various parts of the Lullabot identity system, as well as basic usage guidance. Lullabot and the Lullabot logo are registered trademarks of Lullabot, Inc. All uses of Lullabot's trademarks including the Lullabot logo need to be approved in writing by Lullabot. If you wish to use the Lullabot trademarks, please let us know where and how you intend to use them.

Lullabot Logo

The Lullabot Identity System

The Lullabot identity is made up of various parts, each with optional variations. Below is an example of each key variation, including logo mark, wordmark, and lockups.

The Lullabot identity system

Clear Space for the Lullabot Logo

The Lullabot logo always needs clear space that is free of imagery and text. The clear space is based on proportioning systems within the mark or lockup itself, and therefore varies based upon which version of the mark or lockup you’re using. The minimum clear space for each variation of our identity system is visualized below.

The Lullabot identity clear space rules

Minimum Sizes

The word “Lullabot” should always be easily readable, and the logo mark should always be recognizable and without visual noise. The minimum size for each logo and lockup variation is provided below.

The Lullabot identity minimum size rules

What NOT to do with the Lullabot logo

The Lullabot identity system and logo are designed to be a recognizable symbol, and therefore not altered outside of the rules of the system. Some examples of things to avoid doing with the Lullabot logo include:

  • Add visual effects (e.g. drop shadows, bevels, embosses, etc.).
  • Create new lockups using the logo mark and some other word, phrase or item.
  • Add to the logo mark (e.g. body, apparel, facial hair, etc.).
  • Type the word “Lullabot” in some other typeface and combine it with the logo mark.
  • Warp or change the shape of either the logo mark or wordmark.
  • Change the spacing within the lockup between the logo mark and the wordmark.
  • Change the colors of either the logo mark or wordmark to anything other than those defined within the guidance.
  • Rotate the logo or lockup.
Lullabot identity - what not to do

Color & Background Options

The Lullabot identity system includes three colors for use in varied contexts.

Lullabot brand colors

On Solid Backgrounds

On solid backgrounds that are black, white or shades of gray, the full-color versions of the lockup and logo can still be used. There are two full-color versions of the lockup; one using Lullabot Red and Charcoal, the other using Lullabot Red and White.

Lullabot logo on solid backgrounds

On imagery

If imagery is dark enough to maintain legibility, the Lullabot Red and White lockup can be used. If imagery is light enough, the standard Lullabot Red and Charcoal lockup can be used.

Lullabot Logo - On Imagery

Monochrome versions

If the background either makes the Lullabot logo difficult to see and read or if it clashes in color with the logo, the monochrome versions (Charcoal and White) can be used.

Lullabot Logo - Monochrome versions

Which Logo / Lockup Should I Use?

The Lullabot identity system is flexible to provide up to five different versions (not including color options) to suit varied use cases. The right mark or lockup for your situation will often be dictated by the size and shape of the space available (see minimum sizes info above), and the familiarity of your audience with Lullabot. Unless space will not allow, please use a lockup (logo and wordmark together) for public use to wide audiences.

The outlined mark versions are to be used specifically for official Lullabot gear and communications only. Please use the filled-in mark for all public scenarios.

Lullabot logo public vs. internal

More Questions?

Please reach out any time with your questions or concerns regarding the use of our identity. We'd love to help!