LAN KING
brand guidelines
The tech-lion mark, the LAN KING wordmark, and the three segment systems — Gaming, Amenities, Academy.
Every asset in this kit is provided as both .svg (vector) and .png (transparent raster).
01The mark
Side-profile stencil lion with circuit traces. The single colored dot behind the jaw is the only element that changes color across segments.
02Mark · segment colors
Same lion, dot tinted to each segment's accent.
03Wordmark
Orbitron 900, tight tracking. KING takes the accent color.
04Master lockups
Lion + LAN KING — horizontal and stacked, on dark and light surfaces.
05LK Gaming
Gaming lounge · accent #d4af44
06LK Amenities
Managed amenity · accent #8a99ad
07LK Academy
Nonprofit youth & collegiate · accent #b347d9
08Color system
09Usage rules
- Clear space: keep at least the height of the dot (the colored node behind the lion's jaw) clear on all sides.
- Minimum size: 16 px / 4 mm wide for the lion alone. For lockups with text, 24 px / 6 mm.
- Don't recolor the lion strokes — only the dot may change color (gold, steel, violet, or removed for monochrome).
- Don't add effects — no gradients, drop shadows, outlines, 3D extrusions, or animations of the mark itself.
- Don't stretch, rotate, or skew the mark or wordmark.
- Use the right surface variant — white lion on dark backgrounds (#0a0a0a, #1f2630, #1c0a24); dark lion on light backgrounds.
10Type system
Orbitron for display, Manrope for marketing body, Inter for product UI, Fraunces for editorial accents. In code, reference via CSS variables — never hardcode font names.
11Brand voice
Tagline, hook, and the one-liner everyone should be able to recite.
LAN King connects people and creates community through accessible gaming. We turn forgotten corners of buildings into fully-managed esports gaming lounges that drive both financial return and social impact. Not just an amenity — where friendships start.
One-liner: LAN King builds esports gaming lounges that tenants love and owners value.
12Personality
Five traits to apply to every sentence we write.
For the first-time player, the casual gamer, and the late-night ranked grinder — in the same sentence. Never gate-keep.
We know the numbers, we've seen the impact. Plain claims, no hedging. Lead with data when we have it.
The magic of learning to game with friends. Memory-shaped, not feature-shaped. We build spaces that recreate that feeling.
Every word reads like a gamer wrote it: smooth, immersive, hype-worthy. Designed by and for the people who'll use it.
Lead with connection. Stories over jargon. We don't take ourselves too seriously.
13Voice & tone
Warm. Empowering. Real. We speak like a friend who understands gaming and believes in what we're building. Use these rewrites as your North Star.
14Brand pillars
A landing page should land at least one note from each. If a hero only hits Performance, it reads like every other PropTech pitch — add Belonging or Gamified Spirit.
People come for the games — they stay for each other.
High-quality equipment. Hands-off management. We sweat the details so you don't.
Joy, connection, and core memories — with the data to back it up.
From the voice to the lighting in each lounge, LAN King feels like logging into something legendary.
15Audience framing
Tailor the angle based on who the page or piece of copy is for. Check the segment + URL before picking a frame.
| Audience | What they care about | How we connect |
|---|---|---|
| Property owners | ROI, cap rate, retention | Payback math, data, simplicity. Use numbers. |
| Property managers | Activation, engagement, satisfaction | Usage stats, event support, ease of operation. |
| Residents (tenants) | Community, fun, pride in their building | Style, hype, friend-making. |
| Developers | Use of space, differentiation | Modular installs, competitive edge over comp-set. |
16Messaging building blocks
Paste-ready paragraphs. Use or remix — don't write new versions of the same idea.
"We don't just build amenities — we create community." LAN King creates vibrant, fully-managed gaming lounges inside apartment communities — turning overlooked spaces into powerful engines of engagement, retention, and joy.
Born from a love of gaming and the friendships it creates, LAN King was inspired by the feeling of connection that only happens when people come together around a shared experience. We're not here to throw flat-screens on a wall and call it luxury — we're here to build places where people show up, stay late, and form memories that last.
Yes, the numbers are strong. Our lounges often pay for themselves in under 20 months and show up to 400% ROI. But residents don't renew leases for spreadsheets — they stay for community, convenience, and culture.
We handle everything — design, installation, management, and support. All you do is unlock the room. We'll take it from there.
17What we avoid
Hard rules. If something on a page is hard to map back to a brand pillar or audience, it probably doesn't belong on the page.
- Corporate buzzwords with no soul: synergy, leverage, ecosystem, solutions, best-in-class, white-glove, turnkey, stakeholders.
- Empty amenity language: luxury entertainment suite, premium experience, world-class, state-of-the-art.
- Talking at gamers instead of as one. Don't explain ranked play to a gamer audience.
- Feature-list dumps. Translate features into outcomes (memory, friendship, status, payback).
- Generic stock-photo language ("diverse group of professionals collaborating").
- Inflated claims without numbers we can stand behind.