Logo
- —Primary lockup: logo with the London Base wordmark, transparent background.
- —Icon mark: used in the site header inside a white circular badge.
- —Minimum clear space around the mark equals the height of the letter L.
- —Place on white, cream or charcoal. Never stretch, rotate or recolour it.
Colour
Warm Tan is our main brand colour, anchored by Charcoal. Everything is built on a white base with generous white space, so the tan should always feel like an accent rather than a background.
Core palette
Warm Tan
#A39B8A
Primary brand accent. Rules, icons, kickers, borders, highlights.
Charcoal
#262626
Anchor dark. Body text, buttons, nav bars (#262421 on navigation).
Black
#000000
Headings on light backgrounds and solid CTA buttons.
White
#FFFFFF
Page background and headline text over photography.
Cream
#F5F3F0
Feature bands and section breaks (#F9F7F3 on property pages).
Extended palette
Deep Plum
#331725
Dark complementary background.
Sage Green
#8BA38B
Contrasting accent — 'Stay' destination panels.
Steel Blue
#8B93A3
Accent — 'Host' panels.
Dusty Rose
#A38B97
Accent — 'About' panels.
Typography
Fonts
Headings use Heimat Didone 20 Bold (fallback Georgia, serif). Body text uses Effra Light (fallback Arial, Helvetica). Effra is not licensed on the web build, so browsers substitute Arial — supply the licensed Effra files to your designer for print and advertising artwork.
Licensed font files (Heimat Didone and Effra): Font folder
Display headline
Heimat Didone 20 Bold
- 100px desktop · 72px tablet · 60px mobile
- Line height 0.95
- White #FFFFFF over photography
- Sentence case
Section headline
Heimat Didone 20 Bold
- 60px desktop · 48px tablet · 36px mobile
- Line height 1.13
- Colour #000000 on light, #FFFFFF on dark
Section title with rules
Heimat Didone 20 Bold
- 30px, colour #A39B8A
- 1px tan rule each side, 30px gap
- Always centred
Kicker / eyebrow
Effra Medium 500
- 12px, uppercase
- Letter spacing 0.3em
- Colour #A39B8A
- Sits directly above headlines
Lead paragraph
Effra Light 300
- 18px, weight 300
- Line height 1.625
- Colour #262626
Body copy
Effra Light 300
- 16px, weight 300
- Line height 1.625
- Letter spacing 0.004em
- Colour #262626 at 75% opacity
- Max line width 700px
Button label
Effra Medium 500
- 14px, weight 500, uppercase
- Letter spacing 0.08em
- Padding 40px × 16px
- Square corners — radius 0
- Primary fill #262626, secondary 1px #A39B8A border
Small link / nav
Effra Light 300
- 14px, weight 300
- Letter spacing 0.04em
- Uppercase 0.08em for CTAs
Advertising Quick Reference
- —Headline: Heimat Didone 20 Bold, white, tight leading (0.95) over a darkened photo.
- —Kicker: Effra 500, uppercase, 0.3em tracking, in Warm Tan #A39B8A.
- —Body: Effra 300, 16px with 1.625 line height, charcoal #262626 — on dark, white at 75%.
- —Buttons: charcoal #262626 fill, white uppercase 14px label, 0.08em tracking.
- —Corners are always square. No rounded corners, gradients or drop shadows.
- —Photography is the hero — overlay a black gradient (50% → 25% → 55%) to keep text legible.