# Branding and Identity > [!summary] > Eval Labs identity is product infrastructure. It should make the platform feel precise, trustworthy, calm, proprietary, and inspectable. --- <div class="eval-logo-gallery eval-logo-gallery--2"> <figure> <img src="assets/eval-labs-logos/el-black-flat.png" alt="Black Original Eval Labs logo"> <figcaption>Black Original</figcaption> </figure> <figure> <img src="assets/eval-labs-logos/el-blue-purple-gradient.png" alt="Blue Purple Eval Labs logo"> <figcaption>Blue / Purple</figcaption> </figure> <figure> <img src="assets/eval-labs-logos/el-dark-gradient.png" alt="Dark Gradient Eval Labs logo"> <figcaption>Dark Gradient</figcaption> </figure> <figure> <img src="assets/eval-labs-logos/el-green-blue-gradient.png" alt="Green Blue Eval Labs logo"> <figcaption>Green / Blue</figcaption> </figure> <figure> <img src="assets/eval-labs-logos/el-green-yellow-gradient.png" alt="Green Yellow Eval Labs logo"> <figcaption>Green / Yellow</figcaption> </figure> <figure> <img src="assets/eval-labs-logos/el-orange-yellow-gradient.png" alt="Orange Yellow Eval Labs logo"> <figcaption>Orange / Yellow</figcaption> </figure> <figure> <img src="assets/eval-labs-logos/el-pink-yellow-gradient.png" alt="Pink Yellow Eval Labs logo"> <figcaption>Pink / Yellow</figcaption> </figure> <figure> <img src="assets/eval-labs-logos/el-red-purple-gradient.png" alt="Red Purple Eval Labs logo"> <figcaption>Red / Purple</figcaption> </figure> </div> --- ## What this section is for This section records how Eval Labs should look, sound, and present itself across: - the public documentation site - internal Canon notes - screenshots and examples - product UI references - employee-facing training material - future marketing or launch surfaces The goal is not brand theater. The goal is consistency. --- ## Core identity statement ```text Eval Labs is Lucia’s proprietary evaluation platform for testing, reviewing, and hardening AI behavior before it becomes trusted product behavior. ``` It exists to make Lucia better at: - intent recognition - emotional containment - operational judgment - tone calibration - truth-state discipline - reviewer-guided improvement --- ## Brand principles ### 1. Precise over flashy Eval Labs should feel like a serious evaluation environment, not a hype site. ### 2. Warm over sterile The platform evaluates human-facing AI behavior. The identity should feel calm and human, not cold or academic. ### 3. Proprietary over generic Eval Labs is not a clone of generic eval tooling. It is Lucia-native behavioral judgment infrastructure. ### 4. Source-truth over sales copy Documentation should explain what is true, what is live, what is deferred, and what is being tested. --- ## Reading order 1. [[01 - Eval Labs Brand Positioning|Eval Labs Brand Positioning]] 2. [[02 - Logo System|Logo System]] 3. [[03 - Color System|Color System]] 4. [[04 - Typography and Visual Rhythm|Typography and Visual Rhythm]] 5. [[05 - Voice and Language|Voice and Language]] 6. [[06 - Usage Examples|Usage Examples]] 7. [[07 - Access Matrix Component|Access Matrix Component]] --- ## Homepage identity block The homepage Logo/Text Table is the primary identity moment in the docs. It should stay: ```text small logo left body text right purple rail left no visible table borders mobile-safe inset ``` See: [[02 - Logo System#Homepage Logo/Text Table|Homepage Logo/Text Table]].