Our values
ALWAYS TRUE
As engineers, we deal in facts not opinions. We are meticulous.
NATURALLY ATTUNED
We respect the ingenuity and interconnectivity of natural cycles, harnessing it’s power to engineer better.
ACTION-DRIVEN
Science and technology is what we know. Engineering is what we do.
EVER POSSIBLE
We believe anything is possible. Our curiosity drives us to discover a better future.
HUMAN-CENTRIC
Everyone has the innate power to feel and look their best, waiting to be released.
Our tone
STRAIGHTFORWARD
In a category ruled by myth and hyperbole we are factual and direct.
HONEST
In an opaque landscape, we are transparent.
HUMBLE
Where there is ego, we are humble and approachable.
PASSIONATE
We take pride in sharing what we know.
Our visual principles
SHINE A LIGHT
Natural light is an elemental, organic, playful and highly recognisable ‘golden thread, that unites our visual language.
From product to people, natural light provides us with a visual energy and distinctive code; from the way in which it refracts and engages with the subject through shadows and textures, to how it might frame or draw attention to a subject, it signals our connection to the natural world and is engineered to stand out.
FIND THE BEAUTY
Paul Klee’s “One eye sees, the other feels” is
a guiding mantra. If you look closely enough,
as engineers are known to do, you will see
that there is beauty in everything: it comes from balance and composition, from cropping and framing, from art direction, choice of backgrounds, props, positionals and tones. In video and motion graphics it can be how the camera addresses the subject, frame the focus, the grade. Everything means something.
CELEBRATE THE SCIENCE
As natural engineers, we’re fascinated by the aesthetic of science as much as the efficacy it brings. Focusing on the details, the minutiae, the composition of the science we’re harnessing will make us distinctive and signal knowledge, passion and expertise.
ELEVATE ELEVATE ELEVATE
It’s critical that we continue to elevate the LYMA visual and design experience. We are a luxury brand, competing for attention in that world, not the world of supplements or skin care. To that end, maintaining the quality of aesthetic that is set at a Masterbrand level is vital. Repetition is recognition.
Logo scale and minimum size
Considered sizing of the logo allows us to be modest with how we present ourselves. For high-impact brand awareness use the logo full-width, but it doesn’t always need to be the dominant element within a layout. Always follow the minimum space rules. Don’t make the logo any smaller than 160px wide for screen applications, or 20mm for print.
COLOUR
The wordmark only appears in black or white, apart from on product packaging where it’s applied using a copper foil. Never change the colour of the logo for any other reason. Always use the version of the logo that provides the best legibility and contrast.
PLACEMENT
Wherever possible the LYMA logo should be placed at the top of layouts. If this isn’t possible, for example where an image has a strong focal point within the top half, the logo can be placed at the bottom of the layout.
Colour rules
01. LOGO COLOUR
The wordmark only appears in black or white, apart from on product packaging where it’s currently applied using a copper foil. Never change the colour of the logo for any other reason.
02. LASER COLOUR
The indigo blue is to be used specifically for lyma laser-focused communcations on online platforms. Do not use this colour for any communications which do not speak directly to the laser.
03. COPY COLOUR
Black is our preferred colour for copy, but always make sure it’s legible. You can use white copy on top of images or dark backgrounds. Never use coloured type for brand executions.
04. BACKGROUND COLOURS
Never mix secondary colours: use them individually as dividers and backgrounds. Don’t combine them with each other – use them one at a time.
05. IMAGE COLOURS
Our imagery is almost always captured in full colour, with ‘Closer than Close’ imagery very occasionally captured in black and white.
