Brand guidelines.

• Light On dark backgrounds, as in the dark theme SVG PNG
• Near black On white or light backgrounds SVG PNG
• Profile icon White on LFW Blue, square, for social profiles and app icons. Fits a circle crop. SVG PNG

The wordmark files are transparent and tightly cropped, with the letterforms outlined; the profile icon is a full square. Give the mark clear space, keep its proportions and never recolor or stretch it.

• LFW Blue #1849B8 The brand color: the header, closing sections, primary buttons, eyebrows and active states.
• Deep Blue #123A96 LFW Blue for dark backgrounds: the header and closing sections in the dark theme, and hover states.
• Ink #0A0A0A Headings and body text on light pages; the dark theme’s background.
• Gray 600 #555555 Secondary text and descriptions.
• Gray 500 #666666 Labels, captions and small print.
• Line #EBEBEB Card outlines and table rows. Space, not lines, separates items.
• Surface #FAFAFA Soft panels, cards on white and the footer.
• White #FFFFFF The page. LFW.com is light by default.
• Green #0E7D57 Healthy status only: checks passed, uptime, published.

• DisplayPublic Sans 500 · 72px · 1.02 · −0.045emYour web agency of record.
• HeadingPublic Sans 500 · 48px · 1.08 · −0.035emWhat the fee covers.
• SubheadingPublic Sans 500 · 28px · 1.15 · −0.025emSignup form spins on iPhone
• TitlePublic Sans 600 · 20px · 1.25 · −0.02emUnlimited small changes
• Small titlePublic Sans 600 · 16px · 1.35 · −0.01emOffice hours
• BodyPublic Sans 400 · 17px · 1.65We make the changes you send, keep your site updated and check it every day.
• LabelPublic Sans 500 · 14pxSample data for a fictional organization.

• Light by defaultWhite pages, with a dark theme for visitors who choose it.
• Blue is an accentButtons, links and active states. Never a full-width band.
• Show the servicePortal, Monitor and report visuals explain the work. Every sample is labeled.
• Sparse and scannableShort headings, one line under each, then the proof.
• Text under its headingNever beside it. Buttons sit under the words that earn them.
• Space between itemsCards and items are separated by space, not dividers.
• Cards, not tablesOptions, timings and comparisons are cards. Tables only inside product visuals.
• Serif for the logo onlyEvery heading and title is Public Sans.

Positioning

Mission-critical web operations.

The relationship

Your web agency of record.

The attitude

There is no lift too heavy.

• Be direct about what we do, what it costs and what happens next.
• Plain facts in the client’s words. No slogans that leave the reader asking what they mean.
• Take ambitious requests seriously, and be honest about scope, tradeoffs and the tools we use, including AI.
• Promise what clients will get, such as response times and full ownership of their site. Don’t make claims about staff size or who does the work, which change as LFW grows.
• State business hours wherever a response time appears.
• Short paragraphs. When the content is a list of steps, features or requirements, make it a real list.
• No em dashes. American spelling. The domain is written LFW.com, and lowercase only when a path follows it.
• WordPress only as a descriptor, as in “sites built on WordPress.”
• A little humor where it feels personal, never in legal, security or procurement copy.