---
name: "lolly-demo-brand"
description: "The Lolly Demo brand standards for any piece of work made with the Lolly Demo design system. Read this first, before the photography or motion skill, whenever you design, write or review Lolly Demo material."
metadata:
  lolly-asset: "lolly/skill/brand"
  lolly-source: "https://lolly.tools/brand/lolly-demo/catalog/assets/lolly/skills/brand/SKILL.md"
  lolly-revision: "1.0"
  lolly-version: "1.0.0"
  lolly-sha256: "60217432d04703f3e7fdbefa98aaeda5f6b824e9afa2a3ec0da6570df5241a37"
  lolly-audience: "public"
---

# Lolly Demo brand standards

Lolly Demo is Lolly's own example brand. It exists so people can see what a complete design system looks like before they bring their own. Treat it like a real brand: follow these standards exactly, and use the catalog assets named here instead of drawing your own.

## Voice

- Plain, warm and specific. Say what the thing does in the first sentence.
- Sentence case for headings, buttons and labels. Never set a whole line in capitals.
- Short words over long ones. No exclamation marks in headings.
- Name colours by their Opal names (Spearmint, Green Apple, Honey), never by number.

## Colour

The palette is Opal: every colour is a treat or a piece of nature.

- Liquorice #09141a is the ink and Sugar #ffffff is the paper. Most work is Liquorice on Sugar.
- Spearmint #033633 is the accent on light surfaces. Green Apple #50c369 is the accent on dark surfaces.
- Honey #fac044, Reef #25c2c2, Jacaranda #7476e0 and Fuchsia #da1889 are highlights. Use one highlight per piece, and never as body text.
- A tint keeps its parent's name. Do not invent a colour that is not in the design system; ask for one instead.
- Check every text colour against the surface it sits on. Body text needs 4.5:1, large headings and graphics 3:1.

## Type

- Outfit sets display headings. SUSE sets body text and italics. SUSE Mono sets code and figures that line up in columns.
- Use the type scale the design system states. Do not nudge a size to make text fit: shorten the copy or change the layout.
- Keep one size and weight per kind of text across a whole piece, every page and every slide.

## Logo

- Use the catalog marks only: [the horizontal lockup](https://lolly.tools/brand/lolly-demo/catalog/assets/lolly/logo/horizontal.svg) on light surfaces and [the reverse horizontal lockup](https://lolly.tools/brand/lolly-demo/catalog/assets/lolly/logo/horizontal.svg-reverse) on dark ones. The square [primary mark](https://lolly.tools/brand/lolly-demo/catalog/assets/lolly/logo/primary.svg) suits avatars and app icons.
- Never redraw, recolour, stretch or outline a mark. The mono marks are for one-colour print only.
- Leave clear space around a mark of at least the height of the swirl's inner loop.

## Layout

- Generous margins. Let one idea lead each page or slide.
- Align to the grid the master states. Left-align body text; centre only short display lines.
- Photographs fill their frame edge to edge or sit in a frame with a clear margin, never a thin border.

## Don'ts

- Do not place a highlight colour behind body text.
- Do not mix Outfit and SUSE in one heading.
- Do not use stock icons or emoji in place of a logo.