Lucro — Brand Reference

Color palette

Background

#09100E

Surface

#0F1812

Rule

#1C2E26

Subdued

#7A9E8A

Ink

#E8F5EF

Accent

#1A7A60

Accent +

#22956F

Light mode: bg #ffffff · surface #F0F8F5 · accent #167A5E. The emerald teal carries across both modes — it owns "growth without noise."

Typography

Know where
you stand.

Newsreader · 64px · weight 300 · italic for em

Built for clarity, not complexity.

Newsreader · 36px · weight 400

Budget tracking, net worth, and financial clarity — without the spreadsheet. Lucro puts your full financial picture on one screen so nothing hides.

Hanken Grotesk · 16px · weight 400 · color: sub

Personal finance · getlucro.ca · Coming soon

JetBrains Mono · 11px · letter-spacing .2em · uppercase

Voice & tone

Clear, not clever

Plain language always wins. If a word needs explaining, use a simpler one. Lucro doesn't try to sound like a financial advisor — it sounds like a sharp friend who happens to be good with money.

Confident, not cold

This is personal. People's finances carry weight. We're honest and direct — but never clinical. We acknowledge that money is emotional and help people feel in control, not judged.

Brief, not blunt

Short sentences. Active voice. One idea per line. We don't pad copy to sound substantial — we say the thing and stop. Every word earns its place or gets cut.

Do / Don't

Use the emerald teal as the primary accent — never swap it for another green
Use Newsreader for all headlines. Italics for emotional/key phrases
Write in second person — "you", "your money", "your goals"
Keep pricing honest and upfront — pay once, own it forever
Pair Lucro with "a Dunwell company" in footers and about pages

Don't

Use financial jargon — no "liquidity optimization" or "portfolio diversification"
Use red anywhere except error states — red reads as financial loss
Overload screens with data — clarity is the product
Sound like a bank. Lucro is personal, not institutional
Add subscription fees — the pay-once model is a core brand promise

Brand placement

A Dunwell company

Always appear as "a Dunwell company" in the footer. The mark is lowercase — it's a quiet attribution, not a logo lockup. Link to dunwell.group. Lucro operates independently but benefits from the Dunwell brand association of quality and craft.