Luma brand guide

This page collects the visual identity of Luma Clinic: our name, logo, colours, and type, with the rules for using them. If you are designing, printing, or writing anything that carries our brand, start here. For writing style and vocabulary, ask us for the voice guide.

The name

  • LUMA in capitals is the wordmark only: the logo, signage, and the email header. It is never written in capitals in a sentence.
  • Luma Clinic is the business name in writing, sender names, and link titles.
  • Luma on its own is fine in casual copy, for example "back in stock at Luma".
  • luma.clinic is the domain, always lowercase, used as written.

Never "LUMA Clinic" or "Luma clinic" in a sentence. The former name "Dermatology Rejuvenation Center" is retired and must not be used. Luma Clinic was established in 2004 and is a physician led cosmetic medicine clinic in Halifax, Nova Scotia.

Logo

Dark wordmark

The default mark for light backgrounds, print, and documents. Dark grey (#333333) on a transparent background.

LUMA wordmark in dark grey on white

White wordmark

For dark backgrounds only: charcoal #35352e, near black #1b1b1b, or photography darkened by at least a third. This is the mark in the site header and at the top of our emails.

LUMA wordmark in white on charcoal

Secondary marks

The blush lockup adds CLINIC beneath the wordmark and suits dark backgrounds. The stamp carries our founding year and works where a wide wordmark does not fit: social avatars, stickers, packaging. The favicon is the letter L alone, for browser tabs only.

LUMA CLINIC lockup in blush on charcoal
Circular LUMA stamp, white type on a dusty rose disc
Black letter L favicon on white

Logo rules

  • Keep clear space around the wordmark of at least the height of the letter L, on all sides.
  • Use only the documented colours: dark grey, white, or blush. Do not recolour, stretch, outline, or add shadows.
  • Do not place the wordmark on a busy photo without a dark overlay behind it.
  • Keep the wordmark at least 70 pixels wide on screen. Smaller than that, use the stamp or the L.

Colour

Neutrals

The brand reads as warm charcoal ink on white. Most of a Luma page is these five colours.

Charcoal ink
#35352e

White
#ffffff

Body grey
#4d4d4d

Near black
#1b1b1b

Light grey
#e6e6e6

Accents

A warm blush and mauve family that softens the charcoal. Use it as an accent for consult invitations and service tiles, never as the main ink. The stamp logo carries its own dusty rose, which lives with the logo art.

Blush peach
#dfbeb5

Dusty rose
#d4aca1

Dusty mauve
#bc948a

Brown mauve
#7d5d5d

Blush panels may also use this soft peach wash:

Functional colour

Sale red
#ba4444

Sale red marks discounts and savings, nothing else. It is never decorative.

Typography

Headings are set in Madera Bold, always in sentence case, with slightly tightened spacing. Body copy is Harmonia Sans Regular. The headings and paragraphs on this page are live samples of both.

Considered care for your skin

Heading, Madera Bold, sentence case

Every treatment starts with a conversation about your skin, your goals, and what to expect. No pressure, no jargon, just a clear plan.

Body, Harmonia Sans Regular

  • Sentence case everywhere: "Book a consult", never "Book A Consult" or "BOOK A CONSULT". The wordmark is the only all caps LUMA.
  • Both fonts are Monotype fonts licensed to our Shopify store. They cannot be copied into documents or other websites.
  • Off the website, use Helvetica Neue or Arial: bold for headings, regular for body.

Buttons and shapes

Everything at Luma has square corners: buttons, cards, images, and inputs. The primary button is solid charcoal with white text and no underline.

Book a consultation

On blush panels, buttons switch to dusty mauve (#bc948a) with white text, or white with dusty mauve text.

Voice

We write like a knowledgeable clinician explaining a treatment to a friend who has never had one: calm, accurate, never condescending. We say patient, not customer. We name ingredients and devices properly and explain what they do. We avoid hype, guarantees, exclamation points, and miracle words. Headings are sentence case. A full voice guide with examples and a vocabulary list is available on request.

Photography

We use real photography of our clinic and our team, not stock composites. Hero images run full width with white text over a subtle dark overlay. Product photography is square, on clean white.

Social and contact

Quick rules

  • White wordmark on charcoal, dark wordmark on white. Never white on light.
  • Square corners, always.
  • Sale red for discounts only.
  • Sentence case headings, no all caps outside the wordmark.
  • Blush and mauve are accents, charcoal is the ink.
  • Use the stamp for small or square placements, not a squeezed wordmark.
  • Do not extract or copy our web fonts; use Helvetica Neue or Arial instead.
  • The name is Luma Clinic. The old name is retired.

Questions about brand use: hello@luma.clinic. Last updated July 2026.