Brand guidelines · October 2026
Purpose made recognizable.
Our foundation guides what we build, how we work, and how we show up. These guidelines keep our words and visual identity connected to that purpose.
Our foundation
- Purpose
- Huluku Labs exists to expand people’s ability to build, own, and benefit from the systems shaping their lives.
- Asili
- Intelligence should strengthen our collective capacity to create, sustain ourselves, and determine our future.
- Mission
- Our mission is to turn overlooked resources and useful knowledge into productive capacity that people, businesses, and communities can own and benefit from.
- Who we are
- Huluku Labs is a research, development, and operating company connecting physical infrastructure, intelligent software, and businesses around useful outcomes.
We use asili in the sense of a generative cultural core, drawing on Marimba Ani’s work. Its expression here is Huluku’s own organizational foundation.
What success means
- Our customers achieve results they can recognize and measure.
- Our work expands people’s ability to earn, create, own, and make decisions.
- Our businesses generate the cash and capabilities to sustain themselves and keep building.
- Our organization can deliver reliably beyond the founder’s individual effort.
- The places and relationships supporting our work grow stronger through our participation.
Make the belief observable.
Every project needs a defined customer, a consequential problem, a credible path to sustainable economics, and capabilities that strengthen the wider lab. Before making a claim, name the evidence. Before entering a partnership, make authority, risk, responsibility, and reward clear.
Read the complete foundationThe mark and the name
Intelligence from the ground up
Use the existing identity.
Keep the connected-node symbol and lowercase “huluku labs” wordmark together in their existing proportions. “huluku” is electric green; “labs” is white. Use Huluku Labs in running prose.
Give it room.
Use a black background with clear space of at least the height of the lowercase wordmark around the visible mark. Keep supplied padding intact. At small sizes, use the icon when the full wordmark cannot remain legible.
Keep the tagline in sentence case with no comma or period. Do not stretch, redraw, rotate, add glow or shadows, or turn the symbol into a decorative 3D object.
Green. White. Black.
Electric green
#00FF00
Primary accent: the mark, key labels, links, and primary actions.
Black
#000000
Primary canvas. Gives the mark, words, and work space.
White
#FFFFFF
Headlines, the labs wordmark, and primary text.
Supporting gray
#D1D5DB
Body copy and secondary information on black.
Use green deliberately. Primary buttons pair green with black text; body copy stays white or gray on black. Pink and cyan belong to older materials and are not part of this brand direction. Check contrast at the actual size and weight, and use labels as well as color to communicate meaning.
Clear type. Room to read.
Geist Sans
Useful intelligence.
Use for headings, body copy, and actions. Headings use sentence case and a clear size hierarchy. Keep body copy at least 16px with generous line spacing and readable line lengths.
Geist Mono
Research · Development · Operations
Use sparingly for short labels, metadata, and technical information. Reserve spaced uppercase for brief labels. Keep paragraphs in the primary typeface.
The custom wordmark remains the supplied artwork. Do not recreate it with a substitute typeface. Use system sans-serif and monospace fallbacks when the brand fonts are unavailable.
Let the work carry meaning.
Composition
Start with the logo, a clear message, and generous space. Use simple alignment and quiet rules to organize content. One primary action per section is usually enough.
Images
Use photographs, maps, diagrams, and product views when they explain the work. Identify concept imagery as a concept. Show actual people and projects only with accurate context and appropriate permission.
Restraint
Avoid generic cinematic scenes, decorative molecular forms, glow, glitch effects, scanlines, and busy compositions. A grid may support a technical diagram; it is not required decoration.
Access
Keep content readable without animation. Provide descriptive links, meaningful image alternatives, visible keyboard focus, and layouts that work on small screens. Respect reduced-motion preferences.
Grounded. Thoughtful. Inventive. Capable.
Speak as we.
Use we, our, and us for the institution. Attribute individual views when a person is speaking in their own name.
Describe the work underway.
Use we are building, we are developing, or we are exploring when those verbs accurately describe the work. Use completed or operating only when the evidence supports it.
Start with the person and the outcome.
Name the customer, the problem, and what becomes possible. Introduce technical details when they help someone understand or make a decision.
Be specific and accountable.
Distinguish research, development, pilots, and operating services. Do not imply that a listed site is owned, power is secured, or capacity is available without verification.
Keep the institution coherent.
Describe Huluku as a lab working across infrastructure, intelligent software, and operating businesses. Book Blaster is one application. Name partners and their roles accurately; a collaboration does not imply employment or endorsement.
A sentence that sounds like us
We are connecting land, energy, compute, and software around work that people can use and outcomes they can measure.
Avoid inflated claims, unexplained acronyms, generic promises to transform everything, and treating automation itself as the result. State what we know, what we are doing, and the next useful action.
Put the identity to work.
Intelligence from the ground up
Social covers
Use the existing logo and exact tagline on black. Keep generous clear space and keep important text away from profile-image overlays and crop edges.
Presentations
Use one clear idea per slide. Support claims with evidence, label concepts and forecasts, and use restrained green accents with white text.
Website and email
Lead with purpose, the relevant work, and a concrete next step. Preserve the we voice and accurate descriptions of the work underway.
Standard description
Huluku Labs is a research, development, and operating company connecting physical infrastructure, intelligent software, and businesses around useful outcomes.
Download foundation and guidelines