# JxL Lens™ — Brand
> JxL Lens™ is a synthetic simulation panel by Julkee × Lempee: target-group feedback in minutes, not weeks.
> Online: **brand.jxl.fi/lens.html** · CSS variables: **lens-tokens.css** · Parent brand: **jxl-brand.md**
> Source: the Lens brand sheet ("Sama perhe, oma katse", 30 Sep 2026). Updated: 2026-11-10

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## 1. BRAND AND VOICE

| | |
|---|---|
| Name | **JxL Lens™** the first time, **Lens** after that (working name "Prism" is retired) |
| Line | "Synteettinen simulaatiopaneeli." · "Testaa ennen kuin julkaiset." |
| Minutes | Say what the user gets and how fast: "Kohderyhmän palaute minuuteissa, ei viikoissa." |
| Simulation | Say plainly that the panel is synthetic. Lens never poses as traditional research. |
| In numbers | NPS, scales, themes, quotes. Figures exact, in tabular numerals. |

Voice is JxL's: direct, benefit first, Finnish first.

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## 2. LOGO

- The logo is a **hand-cut "LENS" wordmark whose horizontal lines form a lens**. It comes from the Julkee × Lempee 6th-anniversary artwork, where DICE has a matching piece.
- **Lockup: Julkee × Lempee always above Lens** — centred, at half the Lens logo's width, with a gap equal to its own height.
- White on blue and on dark, black on light. **Never in colour, never red, never redrawn.**
- The ring and dot (a lens that focuses) stays as the favicon and app icon only.

| File | Use |
|---|---|
| `lens-lockup-white.png` / `-black.png` | The lockup (transparent) |
| `lens-logo-white.svg` / `-black.svg`, `.png` | The logo |
| `lens-mark-white.svg` / `-black.svg` | Ring and dot: favicon and app icon |

---|---|
| `lens-lockup-white.png` / `-black.png` | The lockup (transparent) |
| `lens-logo-white.png` / `-black.png` | Mark + wordmark (transparent) |
| `lens-mark-white.svg` / `-black.svg` | The ring and dot |

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## 3. COLOUR

| Name | HEX | Use |
|---|---|---|
| Julkee Blue | `#0B63F6` | Dominant: panels and CTAs |
| Blue hover | `#0950C9` | Hover and pressed states only |
| Infinity Black | `#000000` | Canvas, text |
| Off-White | `#EFEFEF` | Neutral surface |
| White | `#FFFFFF` | Cards |

Roughly 60 / 30 / 10, blue leading. **No red**: Lempee Red is DICE's colour, and the two are never set side by side as equals.

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## 4. TYPOGRAPHY

**Work Sans, no exceptions.** 900 headings (always uppercase, no full stops or colons) · 700 buttons and names · 500 eyebrows and labels · 400 body (line-height 1.6; leads 18–20 px). Figures in tabular numerals, never monospace.

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## 5. MOTIFS

- **Rings** — faint concentric rings in the background, never behind text.
- **Focus frame** — four corners around whatever the panel is looking at right now. Lens's own gesture.
- **Persona card** — initial, name and age, role and town. Personas are synthetic, so they never get faces or photos.
- **Buttons** — JxL pills, 700 uppercase. Hover: blue → deeper blue, black → blue, white → black; press scale .955; the label rolls on the JxL spring.

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## 6. IMAGERY

The JxL rule: real people in black and white, often on blue. Team photos tell who the makers are; panel respondents never get faces, so a simulation never looks like research.

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## 7. RELATION TO JULKEE × LEMPEE

| | |
|---|---|
| Lockup | Julkee × Lempee always above the Lens logo |
| Colour | JxL's colours with Julkee Blue leading. In the family each product is known by its colour: DICE red, Lens blue |
| DICE | Sold on its own and as a DICE add-on (JxL Lens™ simulations) |