00Overview
A quiet, precise identity for systems, security and software.
The brand is built on Swiss restraint: generous whitespace, a refined serif wordmark, one calm accent. It should feel considered and trustworthy — the visual equivalent of well-architected infrastructure. When in doubt, remove something.
01Wordmark & logo
The wordmark
The primary logo is the name set in Cormorant Garamond Medium, all caps, with wide tracking. The tagline sits beneath in Montserrat. Tracking is part of the identity — never tighten it.
Do & don’t
02The mark
The Swiss cross
A single brand mark for square spaces — favicons, avatars, app icons, stamps. A muted-red rounded square with the cross knocked out so the surface (paper or page) shows through. Use the wordmark wherever space allows; use the mark only where the wordmark won’t read.
Cross geometry: arm thickness = 21.5% of the square; arm length = 62%; corner radius = 10%. Keep these ratios fixed at any size.
03Colour
Palette
Mostly paper and ink, used at large scale, with the Swiss red reserved for small moments — a separator dot, a link on hover, one button. The red should never dominate a layout.
Usage balance
Roughly: paper dominates, ink for type, red as a thin seasoning.
* Ink is screen #211F1C; in print use the rich black C40 M30 Y30 K100 for the wordmark. For an official flag-red alternative on the mark, use Pantone 485 (≈ #D52B1E). Body text on cream clears WCAG AA; reserve Stone for non-essential captions.
04Typography
Two typefaces, clear roles
Cormorant Garamond carries every display moment — the wordmark, headlines, the occasional large quiet statement. Montserrat handles everything functional: body copy, labels, buttons, data. Don’t introduce a third family.
Display
Text & UI
Type scale
Web font setup
05Web components
Interface elements
Minimal, near-square corners (3 px), hairline borders, uppercase tracked labels. Motion is subtle — a 200 ms colour transition, nothing more.
Buttons
Form field
Link & divider
Inline links use ink with a hairline underline, turning red on hover.
06Layout & spacing
Room to breathe
Whitespace is the most important element. Center hero content; left-align reading content within a ~920 px column. Use an 8-point spacing scale so rhythm stays consistent.
07Email
Signature & templates
Email stays consistent with the web: white or cream ground, the wordmark, one accent. Keep messages text-first; the mark and a thin rule are enough decoration.
Signature
Template
A short, plain-language summary of what changed, what it means, and what (if anything) you need to do.
Read the briefluca@raml.ch · www.raml.ch
09Voice & tone
How it should sound
Calm, precise, expert. Explain security in plain language; never trade on fear or hype. Confidence comes from clarity, not volume.
- Lead with what changed and what it means.
- Use plain verbs: “block”, “review”, “restore”.
- Be specific — name the system, the risk, the fix.
- Keep it short. White space in writing, too.
- Sell with fear or breathless urgency.
- Hide behind jargon or acronyms.
- Over-promise (“100% secure”).
- Shout in all caps or stack exclamation marks.
10Licensing & credits
Free to use — with one small rule
Both typefaces are under the SIL Open Font License 1.1: free for personal and commercial use, including embedding. The licence files live in fonts/.
Cormorant Garamond
© 2015 The Cormorant Project Authors — Christian Thalmann, Catharsis Fonts.
SIL OFL 1.1 · fonts/OFL-CormorantGaramond.txt
Montserrat
© 2024 The Montserrat Project Authors — Julieta Ulanovsky et al.
SIL OFL 1.1 · fonts/OFL-Montserrat.txt
- Self-hosting webfonts (
.woff2/.ttf) on a site. - Bundling the fonts into an app or installer.
- Keep the matching
OFL-*.txtin the same folder as the fonts.
- Loading the fonts from the Google Fonts CDN (the default here).
- Exporting documents — PDF, PNG, SVG, the printed card.
- The OFL does not bind documents created with the fonts.
No attribution is required for normal use. Never rename a modified font to “Cormorant” or “Montserrat”. Colours, layout, the wordmark, the cross mark, and the code are original to this brand and free to use and modify; “Pantone 485” is named only as a colour reference, independent of Pantone’s proprietary system.
08Social media
Profiles & posts
Two avatar options: the Swiss-cross mark, or an “LR” monogram in Cormorant. Banners and posts keep the cream ground and lots of air. Ready-made image files are included alongside this guide.
Post template