# Brand Guidelines

Numex is a premium marketplace for certified coin collecting. The identity is inspired by Sardis, Lydia, early electrum coinage, and the Lydian lion. The square lion frame reads as a mint stamp, assay punch, app icon, and trust mark.

## Tagline

**Where Coin Collecting Begins**

Use this as the primary public tagline across website, social, investor, and partner materials.

## Logo System

The production identity uses a Lydian-lion icon and a horizontal NUMEX wordmark. Use the version that provides the clearest contrast against the background.

### Public Asset Links

These assets are served publicly from the production Numex website and can be shared with third parties.

| Asset                             | Best Use                                            | Public URL                                                 |
| --------------------------------- | --------------------------------------------------- | ---------------------------------------------------------- |
| Header logo for dark backgrounds  | Website headers, dark decks, dark social placements | <https://www.numex.pro/brand/header-logo-dark-bg.svg>      |
| Header logo for light backgrounds | White papers, light docs, partner one-pagers        | <https://www.numex.pro/brand/header-logo-light-bg.svg>     |
| Premium gold header logo          | Premium deck covers, hero moments, event graphics   | <https://www.numex.pro/brand/header-logo-premium-gold.svg> |
| Gold icon                         | Favicons, badges, app/social avatar variants        | <https://www.numex.pro/brand/numex-icon-gold.svg>          |
| White icon                        | Dark-background icon-only use                       | <https://www.numex.pro/brand/numex-icon-white.svg>         |
| Black icon                        | Light-background icon-only use                      | <https://www.numex.pro/brand/numex-icon-black.svg>         |
| Favicon                           | Browser favicon and compact browser/UI use          | <https://www.numex.pro/brand/favicon.svg>                  |
| App icon                          | Dark-background app/touch icon use                  | <https://www.numex.pro/brand/app-icon-dark-bg.svg>         |

## Color Palette

| Token         | Hex       | Usage                                                                     |
| ------------- | --------- | ------------------------------------------------------------------------- |
| Vault Navy    | `#1B2A4A` | Primary dark background, institutional surfaces, headers, premium layouts |
| Registry Gold | `#C9A84C` | Premium accent, certification highlights, CTAs, proof/registry moments    |
| Sardis Sage   | `#5F9B6A` | Secondary trust/custody accents and softer collector-facing surfaces      |
| Parchment     | `#F5F3EE` | Warm light background, inverse mark color, document surfaces              |
| Black         | `#000000` | Video stages, one-color production, monochrome fallback                   |

## Typography

* Display/editorial: **DM Serif Display**
* Body/UI: **DM Sans**
* Data/proof/pricing: **JetBrains Mono**

Use the NUMEX wordmark as a logo asset, not as body typography. Wide letter spacing should be reserved for labels and proof/status text, not paragraphs.

## Usage Rules

### Preferred Usage

* Use the white or dark-background header logo on Vault Navy, black, or photographic hero overlays.
* Use the black or light-background header logo on parchment, white, or light document surfaces.
* Use the gold logo sparingly for premium moments: investor covers, launch graphics, and hero-level brand moments.
* Use black media stages for coin product videos because the current 360 assets are generated on black backgrounds.

### Clear Space

Keep at least one icon-frame width of whitespace around the full horizontal logo. For icon-only use, keep at least 20% of the icon width as padding.

### Minimum Size

* Icon: 24px minimum in UI, 48px preferred.
* Full horizontal logo: 140px wide minimum, 180px preferred for headers.

## Do Not

* Do not use the old `NX` circle mark.
* Do not use the rejected reversed-square lockups.
* Do not use punch-mark letter experiments.
* Do not stretch, squash, rotate, or crop the lion icon or wordmark.
* Do not add gradients, bevels, shadows, embossing, or texture to the production SVG files.
* Do not place gold text on parchment at small sizes; contrast is too weak.
* Do not place coin videos on gold, parchment, or light gradients; use black stages.

## Third-Party Guidance

For partners, press, agencies, and marketplace/custody counterparties, use the public SVG URLs above. If a raster PNG is required, export from the SVG at the required size rather than screenshotting the website.

Before trademark filing, packaging, or physical production, Numex should complete a final manual vector refinement pass with a production identity designer.


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