Ascend Systems — Lighthouse 27 LLC

Brand
Standards

Everything you need to represent Ascend Systems correctly. Files, values and the rules that go with them. If something you need is missing, ask before improvising.

Colour values on this page are read from the live stylesheet at build time. They cannot drift from the site.

The Ascend Systems logo: two charcoal peaks with an orange chevron and ascending arrow above the ASCEND SYSTEMS wordmark

Shown on surface. See 01.

01

The mark

Correct — on surface
Do not — wordmark disappears

Light-background lockup

The default. Use on white, on surface, or on any light background. The wordmark is charcoal.

2000 × 2000 PNG

Download PNG
Do not — wordmark disappears
Correct — on charcoal

Dark-background lockup

Use on charcoal or dark photography. The wordmark is white. Despite its filename this is not a mark-only file — it is the same lockup with the wordmark reversed.

2000 × 2000 PNG

Download PNG

Pick the file that matches your background. The two lockups differ only in the wordmark: charcoal on one, white on the other. Put the charcoal wordmark on a dark surface and it vanishes. That is the failure shown above, and it is the most common way this logo gets used wrongly.

The filename “logo-mark-only” is misleading. It is not a mark-only file. It is the same full lockup with the wordmark reversed to white. There is currently no icon-only asset, so for favicons and avatars, crop the mark yourself or ask.

The peaks are charcoal in both files. On pure black they lose definition. Prefer the brand charcoal #1E2A32 or a mid-dark surface over true black.

Neither is vector. Both PNGs are 2000 × 2000, which holds up in decks, on the web and in moderate print. For large-format print, ask before scaling one up.

02

Clear space & minimum size

Clear space on all sides = the height of the “A” in ASCEND

Full lockup, web
160px min width
Full lockup, print
1.75in min width
Cropped mark, web
24px min width
Cropped mark, print
0.375in min width

Below roughly 120px the wordmark stops being readable and you should crop to the peaks alone. There is no packaged icon asset for this yet, so crop from the lockup that matches your background.

03

Never

  1. 01 Recolour it. Charcoal, orange and white are the only permitted values.
  2. 02 Remove or alter the cross, the chevron, or the arrow.
  3. 03 Stretch, squash, rotate, or skew it.
  4. 04 Add gradients, shadows, glows, outlines, or 3D effects.
  5. 05 Place it on a busy photograph or a low-contrast background.
  6. 06 Rebuild the wordmark in a heavier weight or tighter tracking.
  7. 07 Crowd it. Respect the clear space on every side.
04

Colour

Core

The two colours the brand is built from.

Charcoal

Surfaces and depth on dark layouts.

Orange

Accent only. It works because it is rare.

Surface

Light backgrounds and borders.

Semantic

State only. Never decorative.

05

Typography

Headings & body

Inter

ABCDEFGHIJKLM
abcdefghijklm 0123456789

"Inter", system-ui, -apple-system, sans-serif

Data & technical values

JetBrains Mono

ABCDEFGHIJKLM
abcdefghijklm 0123456789

"JetBrains Mono", monospace

ElementSizeWeightTracking
Display 3.5rem 800 -0.03em
H1 2.75rem 700 -0.025em
H2 2.25rem 700 -0.02em
H3 1.75rem 600 -0.015em
Body 1rem 400 0
Caption 0.75rem 500 0.02em
06

Name & voice

Ascend Systems

Ascend

Always the full name. Never “Ascend” on its own, in body copy, headlines, or a URL slug you are writing by hand.

Words we use

  • handled
  • covered
  • managed
  • built
  • running
  • automated
  • set up
  • configured
  • monitored

Words we don’t

  • leverage
  • synergy
  • ecosystem
  • paradigm
  • disrupt
  • revolutionary
  • cutting-edge
  • game-changing