Visual Style
Brand Colors
The primary colors of the Lucrative Dynamics brand are a rich near-black and pure white. These were selected to reflect the clarity, professionalism, and modern sophistication at the core of the brand. The black provides a strong, grounded foundation that conveys trust and confidence, while the white adds balance, space, and timeless simplicity.
For secondary backgrounds, a light grey and mid-tone charcoal are introduced to complement the core palette. The light grey adds softness and a modern edge, while the charcoal provides visual weight without overpowering. Together, these four colors create a cohesive and flexible system that adapts beautifully across both digital and print environments.
Primary Colors
The primary color combination—Lucrative Black and Lucrative White—is designed for maximum contrast, legibility, and brand recognition. The black offers a bold presence that reflects strength and precision, while the white delivers a clean canvas that elevates the brand’s minimal aesthetic.
This pairing is ideal for logos, headings, and key visual elements, ensuring the brand maintains a consistent and professional look across all touchpoints. Whether used in print, on-screen, or over imagery, these colors anchor the identity with clarity and confidence.
LUCRATIVE BLACK
HEX #010111
RGB 01 01 17
CMYK 94 94 0 93
LUCRATIVE WHITE
HEX #FFFFFF
RGB 255 255 255 255
CMYK 0 0 0 0 0
Secondary Colors
The secondary colors—Lucrative Light Grey and Lucrative Charcoal—are intended to support the primary palette by offering flexibility and tonal range. The light grey is perfect for background usage, bringing subtle contrast and an airy, contemporary feel.
Lucrative Charcoal adds depth and is ideal for supporting text, UI elements, or soft accents where black would feel too heavy. These tones ensure the brand remains refined and visually consistent, especially in content-heavy layouts or environments where a softer touch is needed.
LUCRATIVE Light Grey
HEX #F6F7F9
RGB 246 247 249
CMYK 1 1 0 2
LUCRATIVE Charcoal
HEX #555555
RGB 85 85 85
CMYK 0 0 0 67
Heading Typeface
Power Grotesk is the chosen display typeface for Lucrative Dynamics. With its bold, geometric forms and distinctive personality, it commands attention in headlines, hero sections, and key brand messaging. Its clean, modern aesthetic aligns with the brand’s identity—confident, minimal, and cutting-edge—making it perfect for real estate media that values clarity and impact. Power Grotesk is used sparingly to create emphasis and visual hierarchy, often paired with more neutral body fonts for contrast.
Primary Typeface
BDO Grotesk is our core typeface for body copy and general content. With its balanced structure and excellent readability, BDO Grotesk is ideal for both web and print applications. Its modern, humanist construction allows it to feel approachable yet professional—supporting the brand’s tone of trust, sophistication, and precision.
Whether used for captions, paragraphs, or UI elements, BDO Grotesk ensures consistency and clarity across all touchpoints.
Weights
BDO Grotesk comes in a flexible range of weights—from Light to Bold—offering versatility across headings, subheadings, and body content. We use heavier weights to emphasize important information and lighter weights to create breathing space and visual rhythm. This weight system helps establish hierarchy and guides the reader’s attention, while maintaining a clean and cohesive visual flow throughout all brand communications.
BDO Grotesk Light
BDO Grotesk Regular
BDO Grotesk Medium
BDO Grotesk Bold
Using Type Rules
When constructing layouts, these tips will help you build dynamic, interesting, and on-brand compositions with typography.
While these rules are proven and sound, sometimes breaking them is the right call.
1 – Stay Left-Aligned
Legibility and clarity are vitally important to great typographical layouts. Since most people read from left to right, we should align our type accordingly. And besides, we’re a little off-center as a brand anyway.
2 – Skip Weights & Double Size
Contrast is the name of the game when it comes to great design. When in doubt, skip a weight when pairing two weights, and double the size between two text elements.
3 – Align X-Heights or Baselines
Whenever you place text next to each other, either align the baselines (the line that the bottom of a lowercase x sits on) or align the x-heights (the top of a lowercase x). This helps align each line visually.
4 – Watch The Rag
When setting paragraphs, keep an eye on the right (ragged) edge. If the rag unintentionally creates a recognizeable shape, consider tweaking the language or resizing the container. Also, try to prevent single-word lines (orphans).
5 – Give Things Space, If Needed
Negative space, or the space around elements is vitally important. That being said, if informational elements belong together, move them closer together. Use grouping wisely: just try not to cram too many things in one space!
6 – Keep Line Length Reasonable
It is easy for the user to get lost in long lines of text, and short ones are easily ignored. It’s best to keep lines between 45 and 70 characters long, depending on the size of the font. This will ensure legibility as the font sizes increase or decrease.
Grids
Lucrative Dynamics uses a grid structure on the website design to ensure a clean, organized and visually appealing layout, while maintaining a consistent and balanced design. The grid enhances user experience and adapts to different screens. It aligns with our brand's minimalistic approach and focus on precision and attention to detail.
