Brand guidelines · v1.1
LCX Liberty.American DeFi.
The visual identity for the LCX DeFi product line. Non-custodial by design, built in the USA and open to the world, anchored by a gradient X mark that runs LCX blue into patriotic red.
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Brand at a glance
Positioning
Financial liberty for everyone. A complete, open, non-custodial product line, where you hold your own keys and your assets stay yours.
Personality
Confident, precise, trustworthy. Patriotic without being literal: the blue-to-red gradient signals US jurisdiction with restraint.
Heritage
Built on the LCX starburst lineage, reimagined as a sharp geometric X with a blue-to-red gradient and a bold Geist display voice.
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The logo
The identity is built from two parts: the gradient X mark (a six-point starburst running LCX blue into patriotic red) and the wordmark set in Geist.
Clearspace
Maintain clearspace equal to X, the height of one arm of the star, on all sides. Keep it free of type, imagery, and edges.
Minimum size: 24px
Do not reproduce the gradient mark below 24px. Under that size the fine negative-space gaps close up. Switch to the flat single-colour mark.
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Logo misuse
The mark is a fixed asset. Do not redraw, restyle, or recolor it. These are the six most common violations.
- Don't stretch or distort
- Don't rotate or tilt
- Don't recolor the gradient
- Don't place on clashing color
- Don't add effects or shadows
- Don't crowd the clearspace
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Colour
LCX blue stays the primary brand colour. Old Glory navy and red enter as the US accent pair, driving the gradient mark, jurisdiction cues, and highlights.
Usage ratio
Neutral and white dominate at 60%. Navy anchors structure and text at 24%. Blue drives interaction at 10%. Red is a spark: accents only, never a background wash.
Accessibility (WCAG AA)
- Navy on white
- 14.8 : 1AAA for all text
- Red on white
- 6.9 : 1AA for all text
- White on red
- 6.9 : 1AA for all text
- Blue on white
- 3.6 : 1Large text and UI only
Blue at 3.6:1 clears the 3:1 floor for large text and UI, but not the 4.5:1 body-copy threshold. Small text on white uses navy.
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Typography
Geist, a geometric grotesk, carries both bold headlines and clean body/UI. One typeface, tuned by weight and tracking.
Own it. Trade it.
Financial liberty
Built in the USA
A complete, open, non-custodial product line. Your keys, your assets, your control.
TOTAL VALUE LOCKED
Geist Bold: weights 600/700. Tight letter-spacing (−0.02 to −0.03em) on large sizes. Headlines, numbers, hero.
Geist Regular: weights 400/500. Default line height 1.55. Paragraphs, labels, tables, inputs.
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Iconography & UI
Lucide icons at 2px stroke, round caps. Navy is the default icon colour; blue marks active actions; red flags alerts.
UI keeps the LCX hairline aesthetic: 8px radius, 0.5px borders, no drop shadows.
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Voice & tone
Confident and spare. Few words, strong ones. We lead with trust, never hype. Second person for the customer, terse and declarative in-product. No exclamation marks.
We say
- “Financial liberty for everyone.”
- “Your keys. Your assets. Your control.”
- “Own it. Trade it. Tokenize it.”
We avoid
- “Get rich with crypto now!”
- “The #1 DeFi platform ever made”
- “Moon 🚀 guaranteed gains”
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Assets
Vector first. Raster sizes are provided for surfaces that cannot take an SVG.
| File | Use | Download |
|---|---|---|
| Gradient X mark | SVG for every digital surface, any size above 24px | Download |
| Mark · 1024 PNG | Transparent raster, presentations and docs | Download |
| Mark · navy tile | Dark contexts and app icons | Download |
| Mark · white tile | iOS / desktop app icon | Download |
| Full kit | All sizes to 4096px, plus the guidelines PDF | Download |
These assets are provided for press, partners, and integrations to represent LCX Liberty accurately. They remain the property of LCX Liberty Labs Inc. Use them as supplied. The rules above are the licence. hello@lcx.com for anything the guidelines do not cover.
LCX Liberty. American DeFi.