Brand Guidelines — 2026

The Curated Lobe

Fine jewelry and curated ear stacks. One system for every touchpoint.

Logo downloads
  1. 01Brand
  2. 02Assets
  3. 03Website Styles
  4. 04Rules

1.1 — Essence

Elevated, minimal, personal.

The Curated Lobe pairs modern clarity with expressive self-adornment: fine jewelry, precise placement, and each client's own style. The system stays restrained so the curation can speak.

  • Sophistication
  • Clarity
  • Individuality
  • Creativity
  • Luxury
  • Self-expression

1.2 — Tone of voice

Refined, helpful, direct.

Clear

Plain language for fit, materials, pricing, and care.

Elevated

Polished, never cold or inaccessible.

Personal

Speak to self-expression, anatomy, and the client's own style.

2.2 — Colour

White leads. Purple accents.

Click any swatch to copy its hex value.

Primary

Accents

2.3 — Typography

One family: Montserrat.

Montserrat

AaBbCcDdEeFfGgHhIiJjKk
0123456789

Download MontserratGoogle Fonts

2.4 — Files

The system, machine-readable.

Brand tokensJSON Brand rulesMarkdown

3.1 — Colour in UI

Every surface is white.

Colour on the site is functional: it marks actions, framing, and status — nothing else.

  • Background #FFFFFF Pages, cards, product tiles. No tinted page backgrounds.
  • Text #000000 All reading text and headings.
  • Primary action #9F658D Buttons and sale markers. Hovers to Deep Plum #30202A.
  • Framing #333333 Footer, announcement bar, secondary buttons, strong strokes.
  • Soft tint #F5EFF3 Badges and gentle highlight panels — the web tint of Pale Lavender.
  • Error #C50000 Validation and error states only.

3.2 — Type in UI

A quiet scale, close to the body.

Montserrat Regular at every level. The scale stays tight so product photography carries the drama.

Heading one H1 · 22px
Heading two H2 · 19px
Heading three H3 · 18px
Heading four & five H4–H5 · 16px
Body, buttons, and navigation share one size. Body · 14px

Tracking: 0.025em for body and buttons, 0.05em for navigation. Navigation stays sentence case; only buttons and small labels go uppercase.

3.3 — Buttons

Square, calm, deliberate.

Four button styles cover the whole site. All are 48px tall, square-cornered, uppercase, and ease between states over 300ms. Hover them to see the transitions.

Primary

Curated Purple #9F658D → Deep Plum #30202A on hover. White text. One per view.

Secondary

Charcoal #333333 → Curated Purple on hover. White text.

Outline

White fill, 1px #333333 stroke, black text. Stroke darkens to black on hover.

Text link

Underlined black text, no fill, sentence case. For tertiary actions inline.

Height 48px · radius 0 · type 14px, uppercase, 0.025em tracking · transition: background and colour, 300ms ease.

3.4 — Forms

Fields match the buttons.

Click into the field to see the focus state.

Rules

  • 48px tall, square-cornered, transparent fill.
  • 1px #CCCCCC stroke; labels sit above at body size.
  • Focus: text darkens to black with a soft shadow — no colour change.
  • 20px vertical rhythm between stacked fields.
  • Errors use #C50000, text and stroke.

3.5 — Layout & Shape

Twelve columns, zero radius.

Grid

12 columns, 1600px max width, 3% page margins, 1rem gutters.

Shape

Corners are square everywhere: buttons, fields, cards, badges, imagery.

Stroke

Hairlines only: 1px #CCCCCC for fields and dividers, 1px #333333 for outlines and emphasis.

Vertical rhythm: 48px controls, 20px stacks. Whitespace does the framing — not boxes or tints.

3.6 — Motion

Ease, never bounce.

  • One duration: 300ms, standard ease.
  • Only background and colour transition — elements don't move, scale, or spring.
  • Carousels and drawers slide; nothing else animates on its own.
  • Respect prefers-reduced-motion: state changes become instant.

4.1 — Rules

The dos and don'ts, in one place.

Clear space equals the largest bottom circle, on all sides.

Logo

  • Black or white only — never recoloured, never purple.
  • No distortion, warping, stretching, or squeezing.
  • No rotation.
  • Never place where contrast is weak.
  • Logo A is the default; Logo B when the brandmark is already present; Logo C for small spaces — favicons, avatars, stamps.

Colour

  • Backgrounds are white — always. No tinted page backgrounds.
  • Colour is functional: actions, framing, and status only.
  • Curated Purple marks actions and sale moments — use it sparingly.
  • Error red is for validation states only.

Typography

  • Montserrat only — no second typeface.
  • Regular weight leads; heavier weights only for small emphasis.
  • Body copy in sentence case, never all caps.
  • Uppercase only for buttons and small tracked labels.