Brand identity

Brush script,
olive leaf.

How Lycia looks: logo, colour, type, the leaf, photographs, and the printed cards inside each house.

Logo
Clear space
Colour
Type
The leaf
Photography
Photographs in use
In the house
Files

01 Logo

A brush-written name with an olive leaf at its end

The logo is one piece: «Lycia» written with a brush, and an olive leaf growing from the tail of the a. Lettering and leaf are ink; the vein of the leaf is olive green.

Two things that never change

Colour on light grounds; white on dark grounds and over photographs.

The brush gaps inside the letters and the vein that thins at both ends belong to the logo. They are never filled in or removed.

Four files

Which logo goes on which ground.

ColourPrimary. Light grounds: cream, white, pale paper.

WhiteDark grounds and photographs. The site menu and footer.

Single colourEmbossing, engraving, one-colour print.

Green leafThe body of the leaf in green. Special uses only.

02 Clear space

Room to breathe, and a shape that never changes

Clear space. Half the leaf length (x/2) on all four sides.

120 px

< 120 px

Smallest size. 120 pixels wide. Below that, the leaf stands alone.

Proportion. 1.87 to 1. Set the width or the height, never both.

Don'tStretched or squeezed.

Don'tCropped.

Don'tPlaced in a filled box, badge or circle.

Don'tColour logo over a photograph. Use white.

03 Colour

Six colours

Ink and olive come from the logo. Navy, gold and cream are the grounds and the accents.

Ink#22261E

The logo lettering; text on light grounds.

Olive#869728

The vein of the leaf; accent and links on dark grounds.

Deep olive#56691F

Olive as text and line on light grounds.

Navy#0A0F1E

The ground of dark sections.

Gold#C9A96E

Labels and buttons, on dark grounds only.

Cream#F5F0E8

The ground of light sections.

Readable pairs and two rules

Contrast between text and ground is at least 4.5 to 1 (WCAG AA).

Ink on cream13.6:1 · Passes for text

Navy on cream16.8:1 · Passes for text

Deep olive on cream5.4:1 · Passes for text

Deep gold on cream5.0:1 · Passes for text

White on navy19.1:1 · Passes for text

Gold on navy8.5:1 · Passes for text

Olive on navy5.9:1 · Passes for text

Gold on cream2.0:1 · Not for text

Gold is never text on a light ground. There, deep gold #7F6230 takes its place.

Olive is an accent and stays under a tenth of any surface. Buttons are gold.

04 Type

Two type families

Cormorant Garamond

Headlines and accent lines · 300 / 400 / 500 · italic

Aa Bb Cc Ğğ Şş 0123456789

Inter

Body text, labels and interface · 300 / 400 / 500 / 600

Aa Bb Cc Ğğ Şş 0123456789

Example

Creating spaces, experiences and opportunities

in Hakuba and beyond

Stay. Build. Experience. We are Lycia, rooted in Hakuba, open to the world.

Japanese text is set in Noto Sans JP.

English and Japanese carry equal weight; Turkish is the third language.

05 The leaf

The stroke and the leaf carry on through the site

The leaf appears in four places only.

Section dividerUnder every section title; the vein stays open.

Stay
Build
Experience

BulletLevel with the line of text.

Gallery cornerIt appears on touch or hover.

Site iconBrowser tab and phone home screen.

Colour in interaction

Links under the pointer and selected items turn olive green.

Labels and buttons are gold; there is one button colour.

06 Photography

Which photograph goes where

Photographs come from Lycia’s own archive: the valley, the houses, the stages. Each one takes a leading role in one place only.

Full-screen photographEdge to edge between sections. 4:3 or 16:9, at least 2400 px.

Card16:9, at least 720 px.

GalleryIts own proportion, uncropped. 1600 px.

Portrait4:5, at least 1200 px.

Rules for every photograph

Text over a photograph sits on a navy surface: a card, a band, navy glass, or a navy veil across the whole frame.
The photograph itself keeps a sharp edge. It is never faded into the ground and never colour-filtered.
Framing. The horizon is level; people, houses and roads look into the page; a photograph is never flipped.
Clean. Number plates, fingers and other people’s signs stay out of frame.
Colour. Natural colour; whatever the season is, it shows.
Source. Lycia’s own photographs of the valley, the houses and the events. No stock, no generated images.
Captions say what is seen: place, season, and the date if there is one.

07 Photographs in use

Eight ways to use the same archive

Each one is built here as it would be on a page.

Autumn on the lakeHakuba Valley

Full screen, with a glass card

To open a page or a project.

Technical

16:9 or 4:3 · long edge at least 2400 px · navy at 60% over the softened photograph · white text at least 4.5:1

StayRiverside CottageAutumn, with the maple in front of the house.

Half photograph, half cream

When the words need as much room as the picture.

Technical

Photograph cropped between 4:5 and 1:1 · at least 1200 px · navy text on cream 16.8:1

Looking up, autumn. Hakuba Valley.

Diptych

Two portrait frames of one place, read as one picture.

Technical

Two frames at 3:4 · each at least 900 px wide · a narrow even gap · the caption sits below, never on the frames

A lake under the ridge, late autumn

Framed by a hairline and the leaf

One quiet frame in an article or on a printed card.

Technical

Any proportion, uncropped · at least 1600 px · 1 px ink hairline with an even margin inside · brush divider and caption below

Summer

Autumn

Winter

Night

Season strip

The valley across the year, at one glance.

Technical

Four frames at 3:4 · each at least 720 px wide · even gaps, sharp edges · gold labels on navy 8.5:1

We’ve built it. We’ve operated it. Now we help others build with confidence.

Navy veil, one sentence

For a sentence that needs the place behind it.

Technical

A wide frame · at least 2400 px · navy at 66% across the whole frame · white text 6.2:1 even over snow

Riverside Cottage, winter: the setting and the timber.

Wide frame with a detail

The setting and the texture of a place, side by side.

Technical

Wide frame 3:2, at least 1600 px · detail 1:1, cut from a frame of at least 2400 px so the crop keeps 800 px

One frame, three formats

For Instagram: feed, story and square from one photograph.

Technical

Feed 3:4 · 1080 × 1440 px · story and reel 9:16 · 1080 × 1920 px · square 1:1 · 1080 × 1080 px · source at least 1350 × 2400 px

Not this

Don’tStretched or squeezed.

Don’tMirrored.

Don’tColour-filtered.

Don’tA photograph laid over the logo.

08 In the house

Cards, a house-rules plate and a magnet

Printed cards for each room. The QR code on each one opens the matching part of the house guide.

Kitchen card · A5

Bath card · A5

Services flyer · A5

House rules · A4 plate

How the cards are made

English and Japanese share each card, with equal weight.
Ink on cream paper; it prints cleanly on a matt stock.
Appliance brands, hours and house rules are filled in for each house.

Magnet · 90 mm

09 Files

Logo files

Vector files (SVG). They scale to any size without losing their edge.

Colour wordmarkSVG White wordmarkSVG Single colourSVG Green leafSVG LeafSVG DividerSVG Site iconSVG

Brush script,olive leaf.

A brush-written name with an olive leaf at its end

Four files

Room to breathe, and a shape that never changes

Six colours

Two type families

Creating spaces, experiences and opportunities

The stroke and the leaf carry on through the site

Which photograph goes where

Eight ways to use the same archive

Full screen, with a glass card

Half photograph, half cream

Diptych

Framed by a hairline and the leaf

Season strip

Navy veil, one sentence

Wide frame with a detail

One frame, three formats

Not this

Cards, a house-rules plate and a magnet

Logo files

Brush script,
olive leaf.