#0B0B0D
Carbon
HEX #0B0B0DRGB 11, 11, 13
Background
Mood board, recurring palette. Close to the firesuit’s black panel in photograph #1 (#182221) and the book-cover ground in photograph #8 (#1D0D0E).
Deliverable 03 of 05 · LSJA project hub
Direction v1Brand Direction
LSJA — the Lyn St. James Academy — is a racing academy whose mission is expanding opportunities for women in modern race-car driving. The brand should read as a contemporary motorsport program: exacting, welcoming, and built for the track, not as a retrospective or a lifestyle label. Color and typography are drawn from Lyn St. James’s firesuits and liveries, and from the carbon-and-cream direction already established on the mood board.
- Precise
- Courageous
- Welcoming
- Modern
- Track-ready
Palette
Seven colors. The two grounds and the red come from the mood board’s recurring palette and from the white, black, and red piping of the firesuit. The magenta is not a decorative “women’s” pink — it is sampled from the No. 90 Lifetime livery. Every value below is taken from a source, not adjusted.
#0B0B0D
#F5F2EC
#C4161C
#AC3F86
#E4E6E8
#182221
#4A4D52
Contrast checks
WCAG 2.2 AA is 4.5:1 for normal text and 3:1 for large text (18pt regular or 14pt bold, and above). Ratios below are for the pairs this system actually uses.
| Pair | Ratio | WCAG AA | Use |
|---|---|---|---|
| Cream on Carbon | 17.60 | AAA | Headings and body on dark grounds. |
| Carbon on Cream | 17.60 | AAA | Headings and body on light grounds. |
| Panel on Cream | 14.57 | AAA | Preferred body ink on Cream. |
| Pit Wall on Carbon | 15.72 | AAA | Muted text on dark. Use this, not Ink Soft. |
| Ink Soft on Cream | 7.60 | AAA | Captions and supporting copy on light. |
| Panel on Pit Wall | 13.01 | AAA | Text on neutral surfaces. |
| Cream on Piping Red | 5.40 | AA | Primary button labels. |
| Piping Red on Cream | 5.40 | AA | Kickers and links on light. |
| Piping Red on Pit Wall | 4.82 | AA | Accent text on neutral. |
| Cream on Lifetime Magenta | 4.93 | AA | Secondary button labels. |
| Lifetime Magenta on Cream | 4.93 | AA | Secondary accent text on light. |
| Piping Red on Carbon | 3.26 | AA large only | Kickers and large display only — not small body text. |
| Lifetime Magenta on Carbon | 3.57 | AA large only | Large highlights only — not captions or UI labels. |
| Ink Soft on Carbon | 2.32 | Fail | Do not use. Switch muted text on dark to Pit Wall. |
Type pairing
Both faces are free and licensable under the SIL Open Font License, served from this site so the direction works offline in the meeting. They are not loaded from Google Fonts at runtime.
Display · SIL OFL
Big Shoulders Display
The track is wide enough
Text and UI · SIL OFL
Archivo
A racing academy expanding opportunities for women in modern race-car driving. Body copy stays in Archivo at 17px / 1.55. Italic is reserved for captions, photo credits, and short annotations.
Room on the grid.
Programs and courses
Introduction to the car
The academy is for drivers who want a professional path into modern race-car driving. Section copy stays short, specific, and free of invented claims.
Photograph credits, figure labels, and placeholder notes. Names and sponsors are used only when they are visible in a source or have been confirmed.
1:32.458Lap time
+0.064Delta
90Car number
Numeral style only — these figures are format examples, not academy records or results.
The mood board’s typography pattern is consistent: oversized condensed gothic display, tight often-red kickers, and neo-grotesk body and UI — never serif. Big Shoulders Display is that condensed gothic, with an American industrial cut that sits closer to an Indy paddock than to a generic sports-broadcast face. Archivo is already in use on the photograph showcase and the project hub; it holds up at interface sizes, and the italic gives captions a distinct voice without introducing a third family. Together they can carry a stacked editorial headline, a form, and a lap-time without borrowing a proprietary Formula 1 font.
Logo Design
Twenty-two working concepts for Next Level Mindset, treated here as a tagline or program mark — not as a finished LSJA academy logo, and not as a claim about what that name will mean in the program. The first set arrived as seventeen images; two were exact duplicates and were removed, keeping a single copy of each. A later set of seven images was added in full — all seven were unique. Each concept is tagged for whether it stays on the LSJA palette (carbon, cream, piping red, and magenta) or goes off-palette into gold or navy.
Livery stripes / sticker
14 conceptsOn-palette: red, cream, carbon, and magenta.
Crest & wings
3 conceptsShield, wing, feather, and wheel lockups.
Monogram
1 conceptA stacked NLM mark.
Gold / heritage
4 conceptsOff-palette: gold or navy, which are not in the LSJA direction palette.
Homepage wireframe
A first structural pass at the public academy homepage — not a finished layout. Copy inside the frames is labeled as placeholder. Any date or calendar box shows exactly one date, never a range. A founder portrait is marked optional; photography is to be confirmed and is not required to make the page work.
Desktop
Navigation
LSJA
Hero · apply / enroll
May
14
Open session (placeholder)
Mission
Programs / courses
Lyn legacy
Portrait optional · TBD
Instructors
Women-in-motorsport impact
Schedule / events · one date
May
14
Open session (placeholder)
Partners / sponsors
Newsletter
Footer
Mobile
Navigation
LSJA
Hero · apply / enroll
May
14
Open session (placeholder)
Mission
Programs / courses
Lyn legacy
Optional
Instructors
Impact
Schedule · one date
May
14
Open session (placeholder)
Partners
Newsletter
Footer
Annotations
- 1Hero with one job. A short aspirational headline, one-line mission, a primary CTA to apply or enroll, and a secondary link to programs. The date tile in the hero — if used — is the same single session as the schedule below, not a second event and not a range.
- 2One date only. Any calendar or date box shows a single day (here, a placeholder “May 14”). Never a range, never a week strip. The same rule applies on mobile.
- 3Lyn legacy, typography first. The section can hold a short, confirmed statement and the academy name. A portrait is optional and marked TBD — the page should stand without it.
- 4Impact without invented figures. The wireframe reserves a typographic stats row. Live numbers stay off this board until they are supplied. The magenta accent is available here because it comes from the No. 90 livery, not as decoration.
- 5Programs, instructors, partners, newsletter, footer. Four program cards (or fewer if the offering is smaller), a compact instructor row, a quiet logo row for partners once they are confirmed, a single email field, and a short footer. Nothing in these blocks is real course or roster copy yet.
Styled hero preview
Lyn St. James Academy
Room on the grid.
A racing academy expanding opportunities for women in modern race-car driving.
Apply to the academy
View programs
Preview only. Headline and date are placeholder direction, not published copy or a scheduled event. The diagonal hatch is a nod to the firesuit’s black panel, cut on the diagonal in photograph #1.
Sources for this direction: the LSJA Digital Experience Mood Board (twenty-four sites and the “Patterns to borrow” notes on palettes, typography, and layout) and the photograph showcase “Lyn St. James: ten photographs,” including sampled swatches and the documented firesuit piping. No career statistics, quotations, or event dates have been invented for this page. Direction v1 — November 2026.
