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ProfileAbout Bjorn Brand playbookDiagnose to measure Brand workCashbook Finance case study ExpertiseSix disciplines BackgroundSector experience CredentialsLearning and community Cashbook FinanceCurrent role NotesWriting on brand and growth FAQQuick answers ContactGet in touch
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Brand system & press kit

The system behind the brand.

The mark, colour, type, motion and voice behind bjornlaku.com - documented the way I would for any brand I build. Plus everything you need for an introduction, programme or article.

Download press kit Explore the system

01 / The mark

Two triangles, one direction.

The idea

A play symbol, doubled: forward motion that compounds. The second triangle overlaps the first at 60% strength - momentum built on what came before.

Construction60 × 36 units · two 32-unit triangles · 24-unit offset
Grid
60 × 36 units, built on the site’s 8pt system
Shapes
Two identical triangles, offset by 24 units
Second triangle
60% opacity - the overlap carries the motion
Clear space
Half the mark’s height on every side
Minimum size
16 px wide on screen, 6 mm in print
Tile
Midnight to deep navy, 23% corner radius

02 / Colour

Midnight, signal and ice.

In use

Deep navy surfaces carry the brand; one electric blue does the work. Gradients run from ice to azure, left to right - the direction of the mark. Click a colour to copy it.

Design tokens

The whole system - colour, type, spacing, radius and motion - as data your team can build with. W3C Design Tokens format, plus CSS variables.

tokens.jsontokens.css

03 / Typography

Geist, set tight and confident.

Two families

Geist for headlines and reading; Geist Mono for labels, data and the small print that makes a system feel engineered. Self-hosted and subset for speed.

Display & text

Geist

Regular 400Medium 550Semibold 650

Labels & data

Geist Mono

UPPERCASE · TRACKED 0.16EMX 0656 · Y 0320 · 8PT

  1. H1 · 650 · −0.06emBjorn Laku
  2. H2 · 650 · −0.048emBrands that grow.
  3. Lead · 400Clarity before activity. Data before opinion.
  4. Label · Mono 500Director & CMO · London

04 / Motion & grid

Motion that explains.

Principle

Everything sits on an 8-point grid, and everything that moves has a reason to - to show a connection, a change or a result.

Easingcubic-bezier(.2, .75, .2, 1)
  • 01

    Explain, don’t decorate

    Motion shows how things connect - a line that draws, a figure that counts up.

  • 02

    One easing curve

    cubic-bezier(.2, .75, .2, 1): quick to start, soft to land.

  • 03

    Driven by scroll

    Reveals follow the reader’s pace, using native scroll-driven animation.

  • 04

    Always optional

    Every effect switches off for visitors who prefer reduced motion.

05 / Voice

Clear, commercial, confident.

Tone of voice

Four principles that keep every page, post and proposal sounding like one person.

  • Clear

    Plain words, short sentences, one idea at a time.

    SayTwo ways to fund your next move.

    AvoidHolistic, end-to-end funding solutions.

  • Commercial

    Every claim ties back to a business outcome.

    SayMeasure what matters - commercial progress, not activity.

    AvoidWe love creating buzz.

  • Confident

    State the point, then prove it. No hype.

    SayData before opinion.

    AvoidThe best in the world, guaranteed.

  • Considered

    Respect the reader’s time and intelligence.

    SayStart with the objective, not a preferred channel.

    AvoidTen hacks to go viral this week.

06 / Playground

Try the system yourself.

Live tokens

Change the palette, type, tone and corners - the preview rebuilds from the same design tokens this site runs on. Then copy them as CSS.

Palette
Type
Tone
Corners
Brand playbook

Two ways to fund your next move.Data before opinion.Start with the objective, not the channel.

One registered UK lender, two specialist funding lines - cash from invoices, bridging on property.State the point, then prove it: up to 90% advanced, often within 24–48 hours.Respect the reader’s time - one idea, said plainly, with the proof close by.

Get in touchLearn more

Two ways to fund your next move.Data before opinion.Start with the objective, not the channel.

bjornlaku.comBjorn Laku · Director & CMO

07 / Press kit

Everything for an introduction.

For organisers & editors

Official photos, bios and files - free to use with attribution to bjornlaku.com.

Short bio

Bjorn Laku is a London-based Director and CMO at Cashbook Finance, specialising in commercial strategy, brand development, digital marketing and growth.

All four bio lengths