# Brand system & press kit - Bjorn Laku

> The mark, colour, type, motion and voice behind bjornlaku.com - documented the way Bjorn Laku would for any brand he builds. Plus everything needed for an introduction, programme or article.

Official page: https://www.bjornlaku.com/brand/ · Full profile: https://www.bjornlaku.com/ · Last updated: 2026-10-30

Press kit (ZIP): https://www.bjornlaku.com/press/bjorn-laku-press-kit.zip - free to use with attribution to bjornlaku.com.

## The mark: two triangles, one direction

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

- 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
- Files: [mark for dark backgrounds (SVG)](https://www.bjornlaku.com/press/bjorn-laku-mark-on-dark.svg), [mark for light backgrounds (SVG)](https://www.bjornlaku.com/press/bjorn-laku-mark-on-light.svg), [app icon tile (PNG, 1024 × 1024)](https://www.bjornlaku.com/press/bjorn-laku-app-icon-1024.png)

## Colour: midnight, signal and ice

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.

| Name | Hex | Use |
|---|---|---|
| Midnight | #050B16 | Hero and dark surfaces |
| Deep navy | #0B1D3A | Panels and gradients |
| Signal blue | #1D6FF2 | Primary actions |
| Azure | #3D8BFF | Gradient end, data |
| Sky | #6CB8FF | Accents on dark |
| Ice | #B8DFFF | Gradient highlight |
| Mint | #3DDC97 | Live and positive states |
| Porcelain | #F3F6FA | Light background |

Signature gradient: #FFFFFF → #B8DFFF → #3D8BFF.

Design tokens (W3C Design Tokens format, plus CSS variables): [tokens.json](https://www.bjornlaku.com/press/bjorn-laku-design-tokens.json) · [tokens.css](https://www.bjornlaku.com/press/bjorn-laku-design-tokens.css)

## Typography: Geist, set tight and confident

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 400, Medium 550, Semibold 650
- Labels & data: Geist Mono - uppercase, tracked 0.16em
- H1: 650, −0.06em · H2: 650, −0.048em · Lead: 400 · Label: Mono 500

## Motion & grid: motion that explains

Everything sits on an 8-point grid, and everything that moves has a reason to - to show a connection, a change or a result. Easing: cubic-bezier(.2, .75, .2, 1).

1. Explain, don't decorate - motion shows how things connect.
2. One easing curve - quick to start, soft to land.
3. Driven by scroll - reveals follow the reader's pace, using native scroll-driven animation.
4. Always optional - every effect switches off for visitors who prefer reduced motion.

## Voice: clear, commercial, confident

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

| Principle | Meaning | Say | Avoid |
|---|---|---|---|
| Clear | Plain words, short sentences, one idea at a time. | Two ways to fund your next move. | Holistic, end-to-end funding solutions. |
| Commercial | Every claim ties back to a business outcome. | Measure commercial progress, not activity. | We love creating buzz around the brand. |
| Confident | State the point, then prove it. No hype. | Data before opinion, every time. | The best in the world, guaranteed. |
| Considered | Respect the reader's time and intelligence. | Start with the objective, not a preferred channel. | Ten hacks to go viral this week. |

## Press kit: everything for an introduction

Official photos, bios and files - free to use with attribution to bjornlaku.com. Press enquiries: bjorn@cashbookfinance.co.uk

- [Portrait, 820 × 1024 JPG](https://www.bjornlaku.com/press/bjorn-laku-portrait.jpg)
- [Square, 1024 × 1024 JPG](https://www.bjornlaku.com/press/bjorn-laku-square.jpg)
- [Landscape, 1920 × 1080 JPG](https://www.bjornlaku.com/press/bjorn-laku-landscape.jpg)
- Bios in four lengths: https://www.bjornlaku.com/bio/
- The ZIP contains three official photos, bios in four lengths, mark and app icon files, brand colours and citation, and design tokens (JSON + CSS).

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