Brand Guidelines

The Principia Labs logo, colours and typefaces, with the files to download and the rules for using them.

Download the brand kit (ZIP, 1.3 MB)

Logos

• Lockup, white on black: SVG · PNG
• Lockup, black on white: SVG · PNG
• Lockup, blue on white: SVG · PNG
• Lockup, white on principia blue: SVG · PNG
• The P, white on black: SVG · PNG
• The P, black on white: SVG · PNG
• The P, blue on white: SVG · PNG
• The P, white on principia blue: SVG · PNG

Colours

• Principia Blue #0D0D85 — The brand colour. Large fills on either ground; text and lines on white only.
• Bright Blue #6A6AFF — Text, links and data lines on black, where Principia Blue would disappear.
• Black #000000 — The black ground; text and logo on white.
• White #FFFFFF — The white ground; text and logo on black.

Typography

• DejaVu Sans Mono — The wordmark’s typeface. Headings, labels, data and the figures in tables.
• DejaVu Sans — English body text: paragraphs longer than three lines, business cards, footers.
• Source Han Sans / Noto Sans SC — All Chinese headings and text. There is no monospaced Chinese face to pair, so Chinese is always set in this.