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Lucia’s visual system: logo, mark, typography, spacing, imagery, and product presentation. The binding rules for product surfaces live on Lucia Interface Laws; this page describes the identity those laws serve.

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Identity Principle

Lucia should feel like a trusted operational intelligence system, not generic SaaS software. The visual language should support:
  • calm
  • clarity
  • warmth
  • trust
  • operational precision
  • emotional steadiness

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Logo System

Working set:
  • primary Lucia wordmark
  • horizontal lockup
  • icon-only mark
  • dark-on-light version
  • light-on-dark version

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Current Asset Reference

Primary Brand Logo: lucia-primary-logo Current Lucia Black Wordmark.

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Typography

Working set:
  • primary display typeface
  • UI/system typeface: the house sans carries every owner word
  • documentation typeface
  • JetBrains Mono: the machine-truth register in the admin, never for owner words (Spotlight labels go mono, LUCI-165, 2026-08-25)
Working principle:
Typography should feel premium and calm without becoming precious or hard to scan.

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Shape Language

As ruled by the founder on 2026-09-09 (the one dress, LUCI-249; the Masthead, LUCI-262; no left accent bars, LUCI-239):
  • rectangular panels with 0.3rem corners, the shared stroke, and the small app shadow
  • buttons 3 to 5px, chips 3px; never a pill on a button, card, field, or chip
  • dots and beacons stay round
  • no left accent bars, no blur blooms, no heavy shadows
  • every admin page opens with a Masthead on the 77px plane with the rule 24px above and below; the guest record’s bare top is the one ruled exception
  • low visual noise, strong hierarchy, minimal decorative clutter

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Imagery Direction

Direction:
  • quiet hospitality moments
  • real operational context
  • human warmth without stock-photo cheese
  • spaces, light, trust, movement, arrival, preparation

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Product UI Feel

Lucia’s UI should avoid robotic dashboard sludge. Preferred feel:
  • clear
  • lightly editorial
  • warm
  • low overwhelm
  • action-oriented
Avoid:
  • dense analytics dashboards
  • cold enterprise gray soup
  • empty AI sparkle language
  • decorative complexity that increases scanning burden