Brand & Messaging Guide

Culture
A stated mission and vision, which defines what we do,
who works here, and how we operate.

Our Mission | Our Vision | Lunar is | Our People | Our Mantras

 CULTURE / OUR MISSION 5

Our Mission:
Make connectivity more accessible.
We are a team of hackers and makers joined forces to enable access to the most important
network known to man - the internet. To accomplish monumental task, we have set out on a
mission to be truly transparent, with products that simplify archaic processes and give users
control to make decisions that truly fit their needs in the moment.
 CULTURE / OUR PEOPLE 9

Our People
Passionate Efficient
Technical Hungry
Detail-oriented Organized
Scrappy Open Minded
Strategic

We akin ourselves to
Hackers
Makers
Nerds

Culturally, we value
The resurgence of cities.
Local businesses and entrepreneurs.
Total transparency.
Embracing passions.
Communities.
Hacktivity.
Internet culture or as one would say, mms.
Visuals
Guidelines for the use of any visual components
across all mediums.

Logo | Typography | Color | Graphic Elements | Photography

Applications
 VISUALS / LOGO 23

1 2
The Lunar Logo
There are four variations of the Lunar logo.

1) The Lunar symbol

2) Lunar Wireless combination mark, stacked.

3) Lunar Wireless combination mark, long.

4) Lunar combination mark (no wireless).

3

Lunars wordmark is inspired by NASAs worm

logo from 1975. Lunar is founded on the idea
of connecting the world, using the rocket as a
symbol of our upward path to that goal. The
Lunar logo uses an altered form of Gotham
4
Bold and Gotham Book.
 VISUALS / LOGO 24

Lunar Logo Variations

The Lunar logo comes in a few different colors which are used in specific instances. Whenever possible, use the full color versions of the
logo (Space blue/red streak, or White/red streak) dependent on what color background it sits on top of. The greyscale, all black, and all
white versions of the logo are only used when constrained to one color. See the next page for logo usage donts.

SPACE BLUE / RED STREAK WHITE / RED STREAK

GREYSCALE ALL BLACK ALL WHITE

 VISUALS / LOGO 25

Lunar Logo MisUse

The Lunar logo is the brands primary visual representation. Make sure the logo can be
clearly seen and doesnt blend in with the background it is on. The Lunar logo should
never be altered, titled, distorted, manipulated, or disassembled on any application.
X

Changing any graphic element of the signature will change the impact the mark has.
This page includes some but not all examples of misuse of the Lunar Logo.

X X X

X X X
 VISUALS / COLOR 28

Color
Our colors were chosen to convey that Lunar is a vibrant and approachable brand.
These are the main colors used on any application of our brand. Included in this
section are light/dark variants that should be used for accents.

Primary Colors

#325EA7 #1C4785 #132648 #0D172C

Space Blue Meteor Red Nebula Teal

#F59D8E #F27E6C #E53D2F #C0352D
#1C3049 #CA4832 #44AF94

#77C8B8 #53C0AB #15947D #117563

RGB (28, 48, 73) RGB (202, 72, 50) RGB (68, 175, 148)
CMYK (62%, 34%, 0%, 71%) CMYK (0%, 64%, 75%, 21%) CMYK (61%, 0%, 15%, 31%)

Secondary Colors

Midnight Blue Pandora Pink Jupiter Orange Asteroid Grey

#0E182B #922469 #E18433 #525252

RGB (14, 24, 43) RGB (146, 36, 105) RGB (225, 132, 51) RGB (82, 82, 82)
CMYK (67%, 44%, 0%, 83%) CMYK (0%, 75%, 28%, 43%) CMYK (0%, 41%, 77%, 12%) CMYK (0%, 0%, 0%, 68%)
 VISUALS / COLOR 29

Gradients
The Lunar brand uses gradients to add depth and
texture to background elements. The gradient
transition should be smooth/subtle and only used in
illustration purposes.

See the next page for examples of how gradients are

used with illustration.