Brand
Lumail brand guidelines
How to write our name, use the logo, and pick colors, type and words when you talk about Lumail. Every file you need is below.
01 · Name
Writing our name
Lumail is one word with a capital L. Use Lumail.io only when you mean the website address.
- LuMail
- LUMAIL
- lumail
- Lu-mail
- Lumail.IO
Lumail is a noun, never a verb: write “send it with Lumail”, not “lumail it”. Don’t translate it or add a possessive inside a headline.
One-line description
Lumail is an email marketing platform that sends newsletters, automated sequences and transactional email from one domain, for creators, newsletter writers and SaaS founders.
Press boilerplate
Lumail is an email marketing platform that sends newsletters, automated sequences and transactional email from one domain, for creators, newsletter writers and SaaS founders. Customers pay for the emails they send, not the subscribers they store, and can run the whole account from AI agents such as Claude Code, Codex and ChatGPT. Lumail is operated by Codelynx, LLC.
02 · Logo
The logo
A white L in a Flare rounded square, followed by the wordmark. Use the files as they are: they are drawn from the same source as the logo in our app.
Anatomy
The tile is 91 units with an 18-unit corner radius. The gap to the wordmark is 26/91 of the mark’s height, and the wordmark’s cap height sits centered on the tile.
¼ markClear space
Keep at least a quarter of the mark’s height empty on every side. Nothing else, including other logos, enters that space.
16 px22 px tallMinimum size
The mark works down to 16 px, our favicon size. Below 22 px tall, drop the wordmark and use the mark alone.
Don’t change the logo
- Stretch or squash it
- Rotate it
- Recolor the tile
- Add shadows or effects
- Place it on Flare or busy color
- Fade or tint it
Don’t redraw the L, set the wordmark in another font, or combine our logo with yours into a new lockup. Using the logo to refer to Lumail is fine; using it to suggest a partnership or endorsement needs our written approval. For “made with Lumail” credits, use the Lumail badge.
03 · Colors
Colors
Warm paper, near-black ink and one red. Flare does the work of pointing: the logo and a single filled action per view. It is never body text.
Primary
Flare
#FF3300The logo tile and the one filled action per view. As text, large type only.
RGB 255, 51, 0
--brand-flareInk
#1A1614Headlines, body copy and the wordmark on light backgrounds.
RGB 26, 22, 20
--brand-inkPaper
#F8F7F4The warm canvas behind every marketing page.
RGB 248, 247, 244
--brand-paperWhite
#FFFFFFCards, panels and the L inside the Flare tile.
RGB 255, 255, 255
--card
Support
Coral
#F26A4BHighlighted words inside headlines.
RGB 242, 106, 75
--marketing-coralPeach
#FFE3D9Chips, pills and eyebrow labels.
RGB 255, 227, 217
--marketing-limeWash
#FBEEE7Soft pads behind product mocks and callouts.
RGB 251, 238, 231
--marketing-washEmber
#C4320ARed text and icons on light backgrounds, where Flare is too light.
RGB 196, 50, 10
--brand-accentVoid
#08090ADark surfaces and the dark app icon tile.
RGB 8, 9, 10
--brand-void
Contrast pairs
- Ink on PaperBody copy16.8:1AAA
- Ember on PaperRed text5.1:1AA
- White on FlareButtons, logo3.7:1AA large
- Flare on PaperLarge type only3.4:1AA large
04 · Typography
Typography
Three working typefaces and one reserved for the wordmark. All four are free on Google Fonts.
Import your list. Send tonight.
Page titles and section headings. Regular weight, tight tracking, with character variants cv01–cv04 and ss03.
You pay for emails sent, never for subscribers stored.
Body copy, buttons, labels, tables and everything inside the product.
lumail campaigns send --segment vip
Code samples, API keys, IDs, terminal demos and small kicker labels.
Lumail
SemiBold (600) at -3.4% tracking, used only for the word Lumail in the logo. Never for headlines or copy.
05 · Voice
How we sound
Minimal, precise and calm, like the product. We write for busy people who want to know what happens next.
Direct
Short sentences, second person, the verb first. Say what happens and what it costs.
Precise
Numbers beat adjectives. “40,000 emails for $20” instead of “generous limits”.
Calm
No hype words, no exclamation marks, no urgency tricks. Confident because it is specific.
- You pay for emails sent. Never for subscribers stored.Unlock unbeatable value with our revolutionary pricing!
- Import your list. Send tonight.Leverage our cutting-edge AI solution to supercharge your campaigns.
- Brevo starts multi-step workflows on Standard, from $18 a month.Unlike other tools, we don’t nickel-and-dime you.
06 · Downloads
Logo files
SVG for anything on screen or in print, PNG when a tool cannot take SVG. Text is outlined, so no font is needed.
Symbol
The bare L, one color, for tiny or monochrome uses.
Writing about Lumail?
For interviews, screenshots or a logo format that is not here, email [email protected]. For numbers you can cite, see our email marketing statistics.