Brand

Guidelines
ABOUT LEMA COLLECTIVE
LEMA® steps in when momentum stops.
Think of us as your Race Engineers. With your leadership team in the drivers seat.
Not an agency. Not a typical consultancy. Instead, a curated network of data architects, software developers and growth marketing leaders brought together to engineer better business intelligence with speed and depth, ensuring quality at every step of the process. LEMA® embeds with your team to solve today’s problems and build resilience for what’s next.
LOGO
The icon
THE IDEA
This logo integrates the initials L and C into a circular labyrinth-like form, symbolizing both the identity of LEMA® Collective and its purpose. The labyrinth suggests complexity, challenges, and the feeling of being surrounded by many possible routes.
At the same time, the design makes it clear that there is always a way forward
- a solution, a path out of complexity. By embedding the letters within this form, the logo communicates how LEMA® Collective helps clients find direction, clarity, and resolution.
Labyrinths and Mottos:
Symbols of Journey,
Identity, and Guidance
1/
Guidance and Meaning:
Mottos and labyrinths both serve as guides: labyrinths as physical paths leading to a goal or understanding, and mottos as verbal or written expressions that convey core values or guiding principles.
2/
Symbolic of Journey:
Labyrinths represent a journey or a quest through physical exploration,
while mottos represent a journey through intellectual or moral reflection.
3/
Encapsulation of Identity:
Both can encapsulate the identity or essence of a person, group, or organization. Labyrinths showcase complexity and challenge and mottos as concise representations of ethos.
4/
Reflection of Values:
They can both reflect deeper values, encouraging contemplation or perseverance.
In essence, both serve to inspire, communicate, and symbolize a path—whether literal or metaphorical
—that holds significance for those engaging with them.
Primary Logo
Secondary Logos
Logo with tagline
Alternatives
Primary Logo Usage
​
The primary logo is the main visual identifier of the brand. It should be used in most situations where the brand needs to be represented.
Use the primary logo when:
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Placing the logo on a white or light neutral background.
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Representing the brand in official documents, marketing materials, or digital assets.
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The logo needs to be instantly recognizable as the main brand identity.
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Creating high-visibility applications like signage, advertisements, or packaging.

Example Scenario:

A website header, business card, or brochure cover where the brand’s main identity should be clear and prominent.
Secondary Logo Usage​
​
The secondary logo is a simplified, alternative, or color-adapted version of the primary logo. It’s meant for special contexts where the primary logo may not work as effectively.
Use the secondary logo when:
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The background color conflicts with the primary logo (e.g., dark backgrounds).
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Space is limited, and a more compact version is needed.
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The logo needs to be subtle, like on merchandise, watermarking, or social media icons.
-
A different visual treatment is required for design flexibility without losing brand recognition.
Example Scenario:

Placing the logo on a colored background, a promotional pen, or an app icon where the primary logo would be hard to read or too complex.
Colors
#1B2836
​​
Midnight

Navy
A deep, almost-black navy that adds strength and sophistication.
#5D8BB3
​
Dusty
Sky Blue
A soft, muted blue with a calm and approachable feel.
#FAF7F2
​
Soft
Linen
A warm off-white that brings lightness and balance.
#D0AF99
Warm
Sandstone
A beige-taupe tone with a natural, grounded warmth.
#C14F2C
Rustic
Terracotta
A slightly deeper, redder terracotta with a grounded feel.
Gradient N1
Typography
Bebas Neue
Primary Font
Lato
Primary Font
Light
Regular
Bold
Black
Italic Light
Italic Regular
Italic Bold
Italic Black
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
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Patterns
The colors and backgrounds shown are just examples. You can play around with them, change the colors, and use different backgrounds as needed.
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LEMA as the Conduit
Leveraging LEMA’s extensive network of experts, we collaborate closely with your team to identify challenges and develop tailored solutions that drive lasting impact. We walk away leaving your organisation stronger and better equipped for what’s next.
Thank you for respecting and following the LEMA brand guidelines.
By using these standards, you help maintain the integrity, clarity, and impact of our visual identity. Every application of our colors, logo, and design principles strengthens the way we communicate our expertise, precision, and human-centered approach.
Together, we ensure that LEMA’s brand is consistent, confident, and instantly recognizable-across every medium, touchpoint, and interaction.