Brand
Brand Guidelines
The visual and verbal foundation of Sport Cars Lux, the premier luxury and exotic car dealership in Miami, FL. Use these guidelines whenever you represent our brand, in print, on screen or in conversation.
Principles
01
Refined
Editorial and premium without being pompous. Restraint is part of the luxury.
02
Curated
Every car on our floor has been personally evaluated and selected. Our brand should feel just as intentional.
03
Personal
Exclusivity and personalized service over sales pressure. The cars really do sell themselves.
Logo
Our logo pairs the silhouette of a sports car with the Sport Cars Lux wordmark. It comes in two lockups: the horizontal logo for most uses and the shield for square or compact spaces.
Horizontal
The primary logo. Use it on the website, documents, email signatures and anywhere with horizontal space.
Shield
The emblem version. Use it for social avatars, stickers, merchandise and square formats.
Usage
- Clear space
- Keep a margin around the logo equal to the height of the letters in LUX. Nothing should enter that space.
- Minimum size
- Horizontal logo: 120 px wide on screen, 30 mm in print. Shield: 48 px on screen, 15 mm in print.
- Contrast
- Use the version with dark LUX lettering on light backgrounds and the version with white LUX lettering on dark backgrounds.
Don't
- Stretch, squash or rotate the logo.
- Change its colors or apply it in a single flat color.
- Add shadows, outlines, glows or other effects.
- Place it over busy photography without enough contrast.
- Rearrange, crop or separate its elements.
Color
A restrained palette anchored in black, with red as the signature accent. Use red sparingly: for calls to action, highlights and key moments.
Lux Red
Primary accent. Calls to action, links, highlights.
Black
Primary background. The canvas for our cars.
Midnight
Secondary surfaces and deep backgrounds.
Graphite
Supporting UI, borders and secondary text.
White
Text on dark backgrounds and light surfaces.
Typography
Two typefaces carry the brand: Naston for display and headings, Inter for everything people read at length.
Naston
Display
Headings, titles, buttons and short statements. Set in uppercase with generous letter spacing.
Curated for those who demand the best
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Inter
Body
Paragraphs, descriptions, forms and interface text. Clean and highly legible at every size.
Every car on our floor has been personally evaluated and selected. Visit our Miami showroom for a private viewing.
Aa Bb Cc Dd Ee Ff Gg 0123456789
Voice
How we sound is as considered as how we look. Aspirational yet professional, elevated but never pushy. Customer-facing copy is written in English by default.
Do
- Write with refined, editorial language: premier, curated, sought-after, exceptional, pristine.
- Be specific. Lead with concrete facts, not empty adjectives.
- Mention Sport Cars Lux and Miami naturally.
- Offer private, concierge-level service.
Don't
- Use aggressive sales tactics or urgency.
- Use emojis, ALL CAPS or exclamation marks.
- Invent or exaggerate details about a vehicle.