The specification line. Cylinders, linear, spec-grade troffers and configurable downlights, sold through spec reps to people who will be blamed if it is wrong.
Architectural specification grade. $1.9M, transitioning.
Every rule in this document comes from that moment. When a decision is unclear, ask what helps the person described above, in the situation described above.
Alta — Latin for high. It is the high end of the range, and it says so in two syllables.
Where it comes from. Latin altus, high or elevated. The root of altitude, alto and exalt.
| Correct | Alta — or Alta by Liron where the parent needs to be explicit in running text |
|---|---|
| Never | All caps in body copy · possessive forms of the mark · abbreviations · translating the name |
| First use | Pair it with the descriptor once: “Alta, architectural specification grade”, then use the name alone |
Liron is the umbrella. Alta is one of six lines beneath it. On anything a customer keeps — a datasheet, a label, a catalogue — the parent appears at least once, as “by Liron”: the Liron signature, always the same object. In a lockup it sits under the wordmark at 40% of the wordmark's cap height; on documents it sits bottom right. The string never changes, and it is always ink, black or white, never the line's colour. Never merge the two into one glyph.
Why endorsement, and not freestanding. Across 175 candidate names checked, essentially every freestanding .com was already registered and essentially every liron<name>.com was free. The endorsed architecture is the only one with a clean digital footprint, and it is the only one that lets a new line inherit the parent's standing on day one.
orthogonal · machined
The system. Three silhouette families, assigned by register, exactly matching the three colour poles. Organic and open for living. Orthogonal and machined for technical. Circular and enclosing for safety. Colour then reinforces a distinction the shape has already made.
Production artwork v1: horizontal (the default) and stacked, on light and on dark. This line has no full-colour version for dark grounds: its colour is below 3:1 on dark, so it reverses to white. Never retype the wordmark; use the files.
Clear space around a lockup is X, the cap height of the wordmark, on all four sides. Around the mark alone it is a quarter of the mark's width. Nothing enters it: no type, no rule, no image edge, no trim.
The mark's minimum is 16 px wide on screen and 5 mm in print. That is not a guess. All six marks were rasterised at 16 px and every pair compared; this set holds a worst-pair separation of 18.8%. Sizes below 16 px were not measured, so 16 px is the floor.
Pantone 432 C
| Coated | 432 C |
|---|---|
| Uncoated | 432 U — prints lighter and duller; check a Bridge guide |
| HEX | #333F48 |
| RGB | 51, 63, 72 |
| Home plane | Paper — use on light backgrounds |
Contrast of the primary against each surface:
| On white | 10.8:1 — passes for text |
|---|---|
| On dark | 1.68:1 — fill only |
Type on white: use steps 600, 700, 800, 900, 950.
Type on dark: use steps 25, 50, 100, 200, 300, 400, 500.
Twelve steps. The outlined step is the brand colour, pinned to its exact Pantone value; the rest are generated around it on a lightness curve shared by all six brands, so the ramps step in parallel — Alta 300 is the same brightness as every other brand's 300. ● carries white text at 4.5:1. ○ carries black text. Neither mark means fill only.
Sora for display. Inter for everything else. No monospace anywhere.
The standing decision, and the evidence supports it. If name, colour and icon all vary per brand, one thing has to stay constant or the six stop looking related. The sweep found type cannot carry differentiation in this category anyway — Luminis, which is spec-grade, and Kichler, which is decorative, land 6.5 degrees apart in tracking with near-identical constructions. So type should carry family resemblance instead, and it should be the same across all six.
| Role | Face | Size / weight |
|---|---|---|
| Wordmark | Sora 800, outlined | Tracking −0.025em, the font's own kerning. Supplied as artwork; never retyped |
| Headline | Sora 700–800 | 28–46px screen, 18–30pt print |
| Subhead | Sora 600 | 17–20px |
| Body | Inter 400 | 15–16px screen, 9.5–10.5pt print, 1.6 leading |
| Spec / table | Inter 500, tabular figures | 13–14px; never below 7pt in print |
| Label / eyebrow | Inter 700 | 10.5–11px, 0.12em tracking, uppercase |
Never set a monospace face anywhere in this identity — a standing directive, June 2026. Use Inter with tabular figures where numbers must align.
The specification voice. Numbers, not adjectives. A specifier trusts a brand that states its tolerances and declines to exaggerate. Write like a datasheet with good manners.
Why. This name means high. If the copy reaches for adjectives the name has already been contradicted — Alta earns the claim by being precise, not by asserting it.
The specifications in these examples are taken from Liron's April 2026 product line document. Check every figure against the current datasheet and listing file before it is published.
| Spot printing | 432 C coated, 432 U uncoated. A standard stocked Pantone; no custom match required. |
|---|---|
| Process (CMYK) | Convert from the Pantone, not from the hex. Pull the build off a Bridge guide and proof it. |
| Embroidery | The mark is a single flat shape with no detail finer than a twentieth of its width; it digitises without simplification at 25 mm and above. |
| Powder coat / anodise | Match to the coated chip. Metallic and textured finishes shift hue — approve a physical sample, never a screen. |
| Reversed / one colour | Full colour only where the brand colour clears 3:1 against the ground; everywhere else 100% black, or white on dark. Reversed files are drawn 0.12 units lighter on every edge, because light shapes on dark read bolder. Never a tint. |