Brand Guidelines · 2026 / V3.2.2
— v3.2.2 · CHRIS-DO COMPLIANT · SIGNATURES LOCKED
Issued 2026·05·20
Replaces v1.0 (2015) · v2 · v3 · v3.1 (today)
Owner: Brandon Reed, CVO
Loft Six Four
Studio of One · Dream Team Many
Type ladder upstream:
TheFutur · Chris Do · 2018
Issued · 26·05·20
— Locked type ladder · v3

One scale.
Every L64 surface.

Chris Do's Rule 04: double point size. Each step visibly distinct. No murky in-betweens. This is the ladder for every L64 deliverable going forward.

128 PX Aa HERO · Cover · Section Heads
72 PX Aa SECTION · § Heads
48 PX Aa PROJECT · Card titles
28 PX Aa intro / pull INTRO · Lead paragraphs
20 PX Aa body copy at twenty pixels — confident, readable BODY · Reading text
14 PX — UTILITY · CAPS · EYEBROW · META UTILITY · Min size

v2 broke this: 16px body → 9px utility (0.56× ratio, sub-readable). v3 honors it: 20px body → 14px utility (1.4× ratio, comfortable).

//

Content

01 /The LogoP. 03 02 /AlternativesP. 04 03 /ColorP. 05 04 /TypographyP. 06 05 /Spacing & CornersP. 07 06 /Rule of ThreeP. 08 07 /Voice & TaglinesP. 09 08 /Three RegistersP. 10 09 /Proof CorpusP. 11 10 /CompositionP. 12 11 /Anti-PatternsP. 13 12 /MisuseP. 14 13 /ThanksP. 15
2026·05·19 Hard Rule

Always the
real logo.

Anywhere L64's name belongs in a logo position — header, footer, masthead, signoff, brand stamp, watermark, avatar, hero — embed the actual asset file — SVG for the mark, lockup, and tagline lockup; PNG for the wordmark-only ("LOFTSIXFOUR"), which has no SVG version. Never style "LOFTSIXFOUR" as plain text. Never fake the 6/4 with a CSS box. Never approximate.

01 / THE MARK
PRIMARY LOCKUP · MARK + WORDMARK
01 / DARK BG
DARK BACKGROUND VARIANT
P. 04
§ 02 · ALTERNATIVES
02/

Alter-
natives.

The Loft Six Four brand is a valued graphic element — used consistently, with intention. Minor variations undermine the system. In certain applications, the L64 logo may be used in alternative form.

Most-Used Lockup

The website
lockup.

The mark + wordmark + tagline ("Designing Outdoor Living Experiences") lockup appears across loftsixfour.com, email signatures, and first-impression placements. This is the most-used variant in the wild — featured on the site more than the wordmark alone.

FEATURED / WORDMARK + TAGLINE · WEBSITE
USE ON: WEBSITE HEADER · FOOTER · EMAIL SIGNATURE · FIRST-IMPRESSION · MOST-USED IN THE WILD
JUST THE MARK
SOCIAL AVATARS · WATERMARKS · COMPACT
JUST THE WORDMARK
SPACE-LIMITED · TEXT-HEAVY LAYOUTS
BLOCKED WORDMARK
STAMP · CALLOUT · PRINT MARK
MARK · DARK BG
DARK BACKGROUND VARIANT
WORDMARK + TAGLINE · DARK BG
DARK BACKGROUND · WEBSITE HEADER · FOOTER
P. 04b
HERO COMPOSITION
— EDITORIAL ALTERNATE · WHEN VOICE BEATS IDENTITY

An alternate hero treatment for surfaces where the L64 logo would feel too transactional — About hero, press features, case-study openers, monograph spreads. The 6/4 mark gives way to typography: oversized Fraunces, red diagonal slash through the words, italic body. A second register for identity — composed, not stamped.

Six Four.

A landscape architecture studio for rooftops, outdoor amenities, and luxury homes across the US.

— THREE TREATMENTS · ONE COMPOSITION

The Six/Four. composition reads in three registers. Same letterforms, same slash, same period. The field and ink swap by surface.

— EDITORIAL
Six Four.

Bone field, black ink, red slash. The default. About hero, monograph openers, press features. Reads composed.

— CINEMATIC
Six Four.

Dark field, bone ink, red slash. Campaign openers, case-study back-covers, full-bleed editorial. Reads moody.

— STAMP
Six Four.

Red field, black ink, black slash. The brand mark expanded — used sparingly for stamp moments, deliverable signoffs, single-impression hits. Reads burned-in.

— WHEN TO USE

Surfaces where identity should feel like voice not transaction — About hero, press features, case-study openers, monograph spreads, single-impression stamp moments. The 6/4 mark steps aside; the words do the work.

— WHERE THE LOGO STILL WINS

Homepage hero, headers, footers, signoffs, anywhere identity matters more than voice. The "Six/Four." treatment is an editorial alternate, not a replacement.

— L64. SIGNATURE · THE WORDMARK STAMP

A shorter signature.

When even "Six/Four." is too much real estate, the L64. signature steps in. Same three registers, same period-as-punchline discipline. Reserved for About hero, project signoffs, Edit signoffs, and stamp moments. Scarce by design — overuse dulls the mark.

— EDITORIAL
L64.

Bone field, black ink, red period. Default signature. About hero, monograph end-marks, project signoffs. Reads composed.

— CINEMATIC
L64.

Dark field, bone ink, red period. Campaign signoffs, case-study back-covers, full-bleed Edit moments. Reads moody.

— STAMP
L64.

Red field, black ink, black period. The signature burned in — deliverable stamps, business-card backs, achievement marks. Reads burned-in.

P. 05
§ 03 · COLOR
03/

Color.

The colors associated with the Loft Six Four brand are particular and should always be used consistently. The 2015 palette evolved — pure #fff and #000 retired in favor of warmer bone and near-black. Red, the constant since 2015, remains the only accent.

SIGNAL
--red / --accent
Signal Red
#EE243A · RGB 238, 36, 58
PANTONE 185 C · CMYK 0, 98, 81, 0

The constant since 2015. Action. Brand mark. One earned emphasis per page.

FG / DARK
--dark / --fg
Near Black
#0a0a0a · RGB 10, 10, 10
2026 — replaces 2015 #000000

Softer at scale than pure black. Default text + dark surface fill.

PAGE
--white / --bg
Bone
#F5F5F3 · RGB 245, 245, 243
2026 — replaces 2015 #FFFFFF

Warm off-white. Default page surface.

BODY
--mid
Body
#333333 · RGB 51, 51, 51
CARRYOVER · NEUTRAL

Long-form body copy. Easier than pure black.

META
Legacy Medium · 2015 carryover
Medium
#797979 · RGB 121, 121, 121
PANTONE 424 C · CMYK 45, 46, 45, 11

Captions. Meta info. Distinct from the 2026 --mid-soft token at rgba(0,0,0,.55) — same family, different binding.

MUTED
--muted
Muted
#9E9F9E · RGB 158, 159, 158
PANTONE 422 C · CMYK 40, 33, 33, 0

Page meta. Page numbers. 2015 carryover.

RULE
--rule / --light
Rule
#E8E8E8 · RGB 232, 232, 232
PANTONE 427 C · CMYK 8, 6, 6, 0

Dividers on bone. 2015 carryover.

BAND SHIFT
--off / --bg-alt
Off
#F7F7F7 · RGB 247, 247, 247
2026 — new token

Subtle band shift between sections.

DIM ACCENT
--red-dim
Red Dim
rgba(238, 36, 58, .25)
2026 — derived from red

Hairline accents on dim surfaces.

P. 06
§ 04 · TYPOGRAPHY
04/

Typo-
graphy.

The 2015 spec was Roboto. The 2026 refresh evolves to a three-tier system: Fraunces + DM Sans + JetBrains Mono for web, Bebas + DM Serif + Fira for client HTML, Roboto carried forward as the legacy wordmark + internal tier. Upstream: TheFutur / Chris Do's 10 rules.

TIER 01

Web
+ Digital

loftsixfour.com · LinkedIn · Microsites
Fraunces Variable · opsz 9–144 DM Sans 300 · 400 · 500 + italic JetBrains Mono 300 · 400 · 500 + italic 400
TIER 02

Client
HTML

Proposals · Briefs · Case Studies
Bebas Neue 400 · All caps · Condensed DM Serif Display Regular + Italic Fira Code 400 · 500
TIER 03

Wordmark
+ Internal

Wordmark · Internal Docs · 2015 Legacy
Roboto Black 900 · Wordmark "LOFT" + internal heads Roboto Light 300 · Wordmark "SIXFOUR" Carried from 2015 Moon & Crater. Not deprecated.

Tier 1 — Semantic roles.

HERO · 128PXFraunces 900 · opsz 144
Brace for goosebumps.
SECTION · 72PXFraunces 900 · opsz 72
Where outdoor lives earn it.
PROJECT · 48PXFraunces 900 · opsz 48
4th West · Salt Lake City
INTRO · 28PXRoboto Light · LH 1.4
Studio of one with a rotating Dream Team. Licensed across 15 states. We design the spaces people talk about.
BODY · 20PXRoboto Light · LH 1.55
Body copy reads at twenty pixels with comfortable line-height. Capped at 65–75 characters per line. This is the readable minimum for confident reading on screen — the Chris Do floor.
UTILITY · 14PXRoboto Bold · .15em · CAPS
— SECTION LABEL · LEADING HAIRLINE RULE · NEVER BELOW 14
WORDMARKRoboto 900 + 300 · Tier 3
P. 07
§ 05 · SPACING + CORNERS
05/

Spacing
+ corners.

One page-padding token, locked. Vary internal rhythm against it. Same padding everywhere reads monotonous. Square corners by default. No pills, ever.

— PAGE PAD
CLAMP(60PX, 9VW, 120PX)
— HERO PAD
×1.5 HERO MULTIPLIER
— BODY LINE
65–75CH · MAX-W 720
— CORNER · DEFAULT
SQUARE — 0 RADIUS
— CORNER · INPUTS
3PX RADIUS ONLY
— CORNER · RARE
8PX · SPARINGLY
P. 08
§ 06 · NON-NEGOTIABLE
06/

Rule of
three.

Every L64 surface obeys three non-negotiable moves. Homepage hero, LinkedIn post graphic, proposal cover, case study one-pager, CORTEX-OS dashboard component. If a surface breaks any of these, it's off-brand.

01

One accent.
One reason.

Red appears once per viewport band, on the thing you want the eye to hit. Never as fill across multiple elements. When unsure → gray.

02

Italic
punchline.

Every display heading has an italic phrase in Fraunces opsz 72 (or 36 for smaller heads), weight 400. Usually red. "Brace for goosebumps" is the template.

03

Mono-caps
utility.

All eyebrows, tags, buttons, section numbers, meta = JetBrains Mono (Tier 1 web / digital). Brand book itself is the locked exception — Roboto + Fraunces only. 14px minimum. Never below.

P. 09
§ 07 · VOICE
07/

Voice.

Foundation copy is Nikita Morell's Apr 19 final. Don't rewrite without Brandon's sign-off. Refine within her register — editorial confidence, not salesy. Specific over hyperbolic.

Three Taglines

Always
show up.

Three taglines anchor every L64 surface. Each has a locked role. Don't swap. Don't blend. Don't invent new ones.

01 Next-level outdoor experiences. The brand promise
02 Brace for goosebumps. The hero punch
03 There's a method
to the magic. IMMRSV™ method (5-phase process)
— VOICE PRINCIPLES
  1. Editorial confidence, not salesy
  2. Specific over hyperbolic — real names, real numbers
  3. Empathy before objection-handling (StoryBrand)
  4. One italic punchline per heading
  5. Short clauses, ≤ 7 words each
  6. Disappointment as a hook — "Oh." is earned red
— NEVER LIST
  • — Em-dashes in conversational copy
  • — Emoji
  • — Exclamation points
  • — Bullet lists where a paragraph reads better
  • — "Transform" / "elevate" / "leverage"
  • — "Help you" softeners
  • — Corporate boilerplate
P. 10
§ 08 · REGISTERS
08/

Three
registers.

A page is one register. A multi-section deck may move between registers section to section. Mixing registers on one surface breaks the system.

— EDITORIAL

Editorial.

HOME · PROJECT DETAIL · ABOUT

Bone bg, oversized serif, asymmetric image column, red italic punctuation.

— CINEMATIC

Cinematic.

CAMPAIGN · CASE STUDY · THE EDIT

Near-black full-bleed, stat marquee, horizontal reel, moody gradients.

— MAGAZINE

Magazine.

INDEX · ARCHIVE · COLOPHON · PRESS

Masthead rules, asymmetric grid, pull-quotes, tabular rows.

— STAMP

Stamp.

SIGNOFFS · CALLOUTS · ACHIEVEMENT MARKERS · BACK COVERS

Red field, black ink. The brand mark expanded to a stamp moment. Used sparingly — single hits, not section backgrounds.

P. 11
§ 09 · PROOF CORPUS
09/

Proof
corpus.

The locked numbers L64 leads with on developer-persona surfaces. Don't swap. Don't invent. Don't round up.

$160M+
4TH WEST SALE · 2024
95%
SKYHOUSE OCCUPANCY
28,127
MODERN ELM PARADE
$4M+
PARK AVE ADDED VALUE
— SAME CORPUS · DARK / CINEMATIC REGISTER · STATS RENDER RED
$160M+

4th West sale · 2024 · anchored by the rooftop in marketing

95%

Skyhouse occupancy · downtown SLC amenity deck

28,127

Modern Elm Parade of Homes visitors · Utah Valley

$4M+

Park Ave added value · Park City private residence

— RULE · stats render RED on dark / cinematic registers · BLACK on light / editorial registers · never mixed

— SAME CORPUS · STAMP REGISTER · RED FIELD, BLACK INK
$160M+

4th West sale · 2024 · anchored by the rooftop in marketing

95%

Skyhouse occupancy · downtown SLC amenity deck

28,127

Modern Elm Parade of Homes visitors · Utah Valley

$4M+

Park Ave added value · Park City private residence

— STAMP USE · the brand mark expanded to a stamp moment · red field, black ink · case-study back covers, deliverable signoffs, achievement callouts · never as a page background

Signature projects.

  1. 01
    4th WestSalt Lake City · rooftop pool · $160M+ sale, 2024
  2. 02
    Modern ElmUtah Valley · luxury estate · 28,127 Parade visitors
  3. 03
    SkyhouseDowntown SLC · amenity deck · 95% occupancy
  4. 04
    Park AvePark City · private residence · $4M+ added value
  1. 05
    Post HouseProvo · multifamily courtyard
  2. 06
    SlatePro video footage · placement TBD
  3. 07
    Sugar AlleyPro video footage
  4. 08
    The GrandeurPro video footage
P. 12
§ 10 · COMPOSITION
10/

Compo-
sition.

Asymmetry over centering. Rules over boxes. Numbers over bullets. Scale over ornament. Centered titles are the exception, not the rule.

— DEFAULTS
  • Asymmetry over centering
  • Rules over boxes (1px / 4px heavy)
  • Numbers over bullets (§ 01, never •)
  • Scale over ornament
  • Square corners by default
  • Grain overlay 3.5% multiply
— ICONOGRAPHY LOCKDOWN
  • → Arrow → in CTAs + hover states
  • → § and ✦ as typographic dividers
  • → The 6/4 mark (red square)
  • ✗ No Lucide / Feather / Heroicons / Tabler
  • ✗ No emoji
  • ✗ No filled SVG illustrations
P. 13
§ 11 · ANTI-PATTERNS
11/

What L64
is not.

Not a generic landscape-architecture site. Not a SaaS / agency landing page. Not a static portfolio archive. Not a WordPress brochure.

✗Pure #fff or pure #000Use bone #F5F5F3 and near-black #0a0a0a
✗Body type below 16px in client-facing surfacesChris Do Rule 04 — never below 14px even for utility
✗Numeral larger than headline in section openersThe head wins. 2015 + Chris Do agree.
✗Hero-to-body ratio above 8×Target 5–8×. v2 ran 12× (too dramatic).
✗More than 3 typefaces in chrome of a single documentBrand SPEC can have 4-tier; individual deliverables use 1–2
✗Meta blocks in cornersChris Do Rule 08 — let it breathe
✗Side-stripe borders (border-left: 4px solid)Structural failure
✗Gradient text on gradient fillBanned outright
✗Pill-shaped buttonsSquare corners default
✗"Transform" / "elevate" / marketing-speak verbsVoice violation
✗More than one red element per viewport bandRule of Three violation
✗CSS-typeset "LOFT SIX FOUR" in a logo position2026·05·19 hard rule — always use the real SVG
✗Auto-advancing carouselsReads anxious
✗Forced justified typeChris Do Rule 09 — creates rivers
✗400-Regular as primary weightChris Do Rule 10 — bold or italic, never regular
P. 14
§ 12 · MISUSE
12/

Mis-
use.

In order to maintain consistency, take note of what is acceptable and what is not. Even minor variations undermine the system.

✓
DO — CORRECT LOCKUPMark + wordmark, original proportions, on bone or dark background using the right variant file.
✗
DON'T — STRETCH / SQUISHNever alter the proportions of the mark or wordmark. The square stays square; the wordmark stays at its original tracking.
✗
DON'T — RECOLORThe mark stays in near-black (or bone on dark bg). Never gold, never teal. Single accent rule applies to the surface, not the mark.
✗
DON'T — TYPESET THE WORDMARKNever style "LOFT SIX FOUR" as plain text with spaces. The wordmark is LOFTSIXFOUR as one word, baked into the SVG.
LOFT SIX FOUR
✗
DON'T — RECOLOR THE WORDMARKThe wordmark stays in near-black on bone, or bone on dark. Never green, never red. The wordmark is identity, not accent.
LOFTSIXFOUR
✗
DON'T — APPROXIMATE THE MARKNever re-draw the 6/4 mark in CSS. Never fake it with a div + border. Always the SVG.
6/4
P. 15
§ 13 · THANKS
13/

Thanks.

— BRAND CUSTODIAN

Thanks for adhering and following
the Loft Six Four branding guidelines.

If you find yourself having any questions
about the brand or would like any
clarification, please do not hesitate to
get in touch.

✕
Brandon Reed
CVO / BRAND CUSTODIAN
brandon@loftsixfour.com
loftsixfour.com
— v1.0 ORIGIN

2015 brand identity designed by Moon & Crater. Mark, wordmark, and signal red carried forward intact.

— v2.0 EVOLUTION

2026 refresh: 3-tier typography, Bone + near-black surfaces, Voice / register system, Editorial-Minimal direction.

— v3.0 UPSTREAM

2026·05·20 — anchored to TheFutur / Chris Do's 10 Typography Rules. Type scale honors the double rule.

Mirror of context/l64-design-system.md · CHIEF custodian