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Brand book.
Long lines, quiet strength.

Idea

LYS means light in Danish and lily in old French, as in fleur-de-lys.

An online and in-studio barre and pilates method from Ghent. The lily mark is drawn as one fine line: three petals for barre, pilates and flow, one stem for posture.

Logo

Colour

Ivory#F6F2EC
Sand#ECE5DA
Sage#DDE3CF
Clay#B4755B
Taupe#7A6E68
Espresso#3A2F2C

Type

Cormorant Garamond

the italic second line

Headlines always come in two lines: a plain statement, then a softer italic answer in taupe.

Manrope Light & Medium

Body text, buttons and navigation. Calm, legible, never shouty.

Voice