Architectural Lighting
Brand Guidelines — Edition Two, 2026
Index
Contents
This document defines the identity of Velora House — its ideas, voice and visual system, and the rules that keep them coherent on every surface the house touches.
36 plates · 1536 × 864 · print via browser → Save as PDF · 16 × 9 in landscape
01 · Brand — Introduction
Most buildings are finished before the light is considered. Velora House begins where that habit ends.
We design lighting as architecture — measured, material, warm. Fixtures that hold a room by day and give it back, gentler, after dark.
Light is the last material of architecture. It is also the first thing a room is judged by.
Light, considered — house maxim · fig. 01 opposite
01 · Brand — Story
A decade of watching beautiful rooms fail at dusk.
Velora House was founded in Copenhagen in 2011 by lighting designer Elena Brandt and architect Aksel Vinter, after a decade of specifying other people’s fixtures — and watching handsome rooms flatten the moment they were switched on.
The first collection was drawn at a kitchen table in Nørrebro and blown in a glass workshop outside Porto. Three fixtures. One colour temperature. A written promise that everything we make can be opened, repaired and kept.
We remain deliberately small. Light is intimate; it does not scale like software.
Milestones
| 2011 | Founded in Copenhagen | 2019 | Hospitality studio opens |
| 2014 | First collection, Measure | 2023 | Northern Design Prize — STELE 03 |
| 2016 | Porto glass workshop partnership | 2026 | Identity & collection renewal |
Mission — present tense
What we do every day
To make rooms feel more human after dark — with light that is quiet to look at, generous to live with, and built to be kept.
The mission is operational. It governs product decisions, photometric targets, the alloys we buy and the lead times we promise.
Measured in: colour temperature · glare control · serviceability · years in place.
Vision — future tense
The world we are building toward
A built world where light is considered as carefully as structure — warm, measured, human.
The vision is a standard, not a destination. Every project either raises the average or lowers it.
If it cannot be dimmed, it is not finished.
01 · Brand — Principles
Five principles.
No exceptions.
The principles are the house’s constitution. When two good ideas disagree, the principles decide.
02 · Strategy — Positioning
Where the house stands.
Positioning is a compass, not a slogan. Five fixed points keep every decision — product, price, partnership — oriented.
“Sculptural architectural lighting for considered spaces.”
One-line category definition
02 · Strategy — Audience
Three people shape every project.
Secondary: design-minded consumers · boutique operators · retail designers · creative studios.
A — The architect
Sofia Reh, 47 · Berlin
Founding partner, Reh Feldmann Arkitekter
Needs
Photometric data up front, finish samples
early, lead times that survive the programme.
Frustrations
Decorative fixtures that fight the
architecture; dimming that flickers on camera.
Why Velora
“They speak architecture before
product.”
B — The interior designer
Jonas Feld, 38 · Amsterdam
Principal, hospitality interiors
Needs
Atmosphere on a schedule; bespoke lengths;
forty identical fixtures, truly identical.
Frustrations
Visible LED dots, glare at eye level,
collections discontinued mid-project.
Why Velora
“Warmth you can specify.”
C — The developer
Clara Voss, 52 · Copenhagen
Director, boutique residential development
Needs
Spaces with identity, longevity without
maintenance, value that reads instantly.
Frustrations
“Luxury” that feels cheap at close
range; fixtures replaced within five years.
Why Velora
“It reads as quality the moment it
switches on.”
02 · Strategy — Personality
Where we sit.
Warm, but never soft. Precise, but never clinical. The house is the calmest person in the room — and the best dressed.
Values are directional and stable across every channel — print, product, voice, behaviour.
03 · Voice — Character
Calm. Precise. Warm.
Confident. Understated.
We sound like a knowledgeable colleague walking a client through a finished building — unhurried, exact, generous with what matters, silent about the rest.
We write like
A measured specification. A well-placed pause. A room at the right temperature.
Never like
A launch event. A countdown. A superlative in search of a noun.
“Revolutionary lighting for the future!”
“Light that settles a room.”
“Dimmed by hand. Tuned by craft. Kept for decades.”
Words we keep: considered · quiet · warm · precise · lasting · honest · measure · room · atmosphere · craft
Master message
“Velora House makes sculptural light that helps architecture feel warmer, quieter, more human.”
Support 01 — Craft
Mouth-blown glass, honed travertine and brushed brass, assembled by hand in Europe.
Support 02 — Engineering
2200–2700 K, CRI 96, flicker-free dimming to 1% — comfort you can measure.
Support 03 — Service
From specification to installation, we work the way architects work.
Tagline
Light, considered.
04 · Identity — The mark
An arch,
a point of light.
The mark is a threshold — the arch of a doorway, the section of a vault — holding a single point of light. It stands for everything the house makes: architecture first, light within.
The arch — architecture, shelter, permanence.
The point of light — warmth held, not scattered.
The monoline letterforms — one continuous filament, a reference to the light source itself.
The ground line — the floor, the plinth, the horizon.
04 · Identity — Construction
Drawn on a unit, not a grid of convenience.
The identity is built on a single module u — the stroke width of the filament. Every curve is an arc of 4u or 2u; the point of light is Ø 2.1u; letterforms stand on a 60 × 100 field with a cap height of 100.
MONOLINE ALPHABET — STROKE 7u · ROUND TERMINALS
04 · Identity — Variations
Eight sanctioned states.
Use only as shown. No redraws, no retypes.
04 · Identity — Clear space
Give the mark room to stand.
Clear space equals Ø — the diameter of the point of light — measured on all four sides. Nothing enters this zone: no text, no imagery, no other marks.
Minimum sizes
| Element | Screen | |
|---|---|---|
| Primary lockup | 28 mm | 140 px |
| Secondary lockup | 34 mm | 170 px |
| Wordmark | 22 mm | 110 px |
| Symbol only | 9 mm | 24 px |
Below 140 px use the wordmark. Below 48 px use the symbol alone.
04 · Identity — Misuse
Never do these.
If a use is not shown in this document, ask the studio first.
05 · Colour — The palette
Warm neutrals, one ember.
Values verified 03·2026 · coated proofs held at the studio
Primary · ground
Obsidian
HEX 191713
RGB 25·23·19
CMYK 0·8·24·90
Primary · field
Warm Ivory
HEX F5F0E6
RGB 245·240·230
CMYK 0·2·6·4
Secondary · field
Limestone
HEX E9E1D0
RGB 233·225·208
CMYK 0·3·11·9
Neutral · support
Concrete
HEX B7AE9D
RGB 183·174·157
CMYK 0·5·14·28
Accent · ember
Oxide
HEX A04E2B
RGB 160·78·43
CMYK 0·51·73·37
Secondary · deep
Moss
HEX 4A4A33
RGB 74·74·51
CMYK 0·0·31·71
Material ref.
Brass
HEX A5854F
RGB 165·133·79
CMYK 0·19·52·35
Oxide is an ember, not a flood — never more than 5% of a composition.
Brass appears only as material or hairline reference, never as flat ink.
Contrast — Obsidian on Ivory 13.9:1 · Oxide on Ivory 4.6:1 (large text only).
05 · Colour — Relationships
Proportion is the discipline.
NEVER — oxide on moss · concrete as body text · brass gradients · more than one accent per layout.
ALWAYS — warm neutrals together · ink at ≥ 4.5:1 for body · oxide in lines, dots and single words.
WHEN IN DOUBT — remove a colour. The palette should feel inevitable, not applied.
06 · Typography — The family
Three voices, one register.
Licensed faces · system substitutes noted for digital
Display · editorial — “Aurea Serif”
Substitute: Palatino / Georgia
Aa
A room changes when the light changes — slowly, then all at once.
Regular · Italic · four optical sizes
Body · interface — “Havn Grotesk”
Substitute: Helvetica Neue
Aa
Fixtures that hold a room by day and give it back, gentler, after dark.
Light · Regular · Medium
Data · spec — “Tabula Mono”
Substitute: SF Mono / Consolas
Aa
ORBE 01 — Ø380 · 2200K
940 lm · CRI 96 · 1%
One weight · tabular figures
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 — · ’ “ ”
06 · Typography — Hierarchy
Type does the talking. Colour punctuates. Imagery sets the temperature.
SCALE RATIO 1.35 · BASE 15
SERIF
FOR MEANING · SANS FOR FUNCTION · MONO FOR FACTS
ONE EMPHASIS PER PAGE · ITALIC FOR
THE HUMAN VOICE
OXIDE MAY COLOUR A SINGLE WORD, NEVER A PARAGRAPH
08 · Graphic system — Grid
One frame, twelve columns, no accidents.
Every plate in this document is built on the same grid. It is not a cage; it is the floor plan. Deviations are measured against it, which is what makes them intentional.
| Artboard | 1536 × 864 · 16:9 · 16 × 9 in |
| Outer margin | 84 px |
| Columns | 12 · fluid |
| Gutter | 20 px |
| Baseline unit | 8 px |
| Chrome | 54 top · 48 bottom |
Spacing scale — multiples of 8. Toggle “Grid” in the viewer to see this page’s live columns.
08 · Graphic system — Layout
Five ways to hold a page.
Asymmetry is permitted. Randomness is not. Every page declares one dominant element.
A · Split editorial
Text left, image right. Story pages.
B · Asymmetric plate
Weighted image, narrow rail of fact.
C · Full-bleed statement
One sentence, one image, no competition.
D · Index grid
Catalogues, materials, variations.
E · Specification
Tables, figures, the language of trade.
07 · Image — Philosophy
We photograph the light, not the object.
Every image begins with a source, a direction and a temperature. The fixture is the protagonist only insofar as it is the bearer of warmth.
01 · Light first
One dominant warm source. Shadows are kept, not filled.
02 · Honest material
Texture at true scale. Stone looks like stone.
03 · Geometry at rest
Composed, never staged. Nothing performed for the camera.
04 · Empty rooms
People are implied by the furniture they have just left.
Direction 2400 K · lens 35–50 mm equivalent · shadow preserved · grain subtle
ONE CAMPAIGN, ONE TEMPERATURE — all imagery graded to the same warm register.
NEVER — HDR, wide-angle distortion, staged styling, visible LED dots, people performing.
CAPTIONS in Tabula Mono, upper case, figure-numbered. Plates framed, never rounded.
CROPPING — protect the light source; crop architecture, never the glow.
07 · Image — Product
The collection.
Product is shot on plaster, in the same light, at the same temperature. Nothing floats; everything casts a shadow.
| Code | Name | Type | Source |
|---|---|---|---|
| VH-P-0101 | ORBE 01 | Pendant · Ø380 | 2200K · 940lm |
| VH-P-0202 | LINEA 02 | Linear · 1200–2400 | 2700K · 2×1400lm |
| VH-W-0303 | STELE 03 | Wall · H1400 | 2400K · 640lm |
| VH-T-0404 | TAVOLA 04 | Table · Ø260 | 2400K · 420lm |
| VH-F-0505 | CANTO 05 | Floor · H1650 | 2400K · 780lm |
| VH-B-0606 | LUME 06 | Portable · Ø110 | 2200K · 120lm |
All fixtures: CRI 96 · flicker-free · dimming to 1% · serviceable.
“Mouth-blown in Porto. Dimmed to one percent.”
ORBE 01 — product copy, approved register
07 · Image — Material
Six materials. Chosen for how they age.
Material board · macro studies at true grain
08 · Graphic system — Language
Small marks, strict rules.
The graphic language is punctuation. It never becomes decoration.
FIG. 03 — AFTERNOON STAIR,
HOUSE 04, COPENHAGEN.
08 · Graphic system — Iconography
Eight icons, one hand.
Icons share the filament logic of the logotype: one stroke weight, round terminals, a 24-unit field with a 20-unit keyline. They are drawn, not collected. Minimum size 20 px; single colour only; no fills, no shadows, no perspective.
09 · Applications — Stationery
Paper carries the same temperature as light.
Uncoated cotton stocks · oxide foil reserved for the ember
Elena Brandt
DESIGN DIRECTOR · CO-FOUNDER
CARD FRONT · 85 × 55 MM · 350 GSM COTTON
CARD BACK · OBSIDIAN · IVORY FOIL
PILESTRÆDE 8
1112 COPENHAGEN K
Re:
lighting specification,
House 07 — atrium & stair…
STUDIO@VELORAHOUSE.EXAMPLE · +45 33 12 06 26
LETTERHEAD · A4 · 120 GSM LAID
VELORA HOUSE
PILESTRÆDE 8 · 1112 KBH K
ENVELOPE DL · 120 GSM
FOLDER · 350 GSM · OXIDE SPINE
09 · Applications — Packaging
Unboxing as dimming: slow, warm, deliberate.
One recycled board, one ink colour, one foil. The box opens like the house behaves — no plastic, no gloss, no waste of gesture.
DIE-LINE · ORBE 01 CARTON · 420 × 420 × 420 MM
ORBE 01 —
PENDANT
Ø 380 MM · OPAL / BRASS
2200 K · 940 LM · CRI 96
220–240 V · 50/60
HZ
MADE IN PORTO & COPENHAGEN
KEEP DRY · LIFT WITH TWO HANDS
Tissue + seal
Symbol-pattern tissue, 17 gsm. Paper tape with oxide thumb mark. No adhesives visible; no plastics anywhere in the box.
10 · Digital — velorahouse.example
ORBE 01 · VH-P-0101
LINEA 02 · VH-P-0202
STELE 03 · VH-W-0303
Journal — “Light for the quiet hour.”
TRADE ENQUIRY →The site is the guidelines, working.
1 Lockup — plate 12
2 Palette ratios — plate 18
3 Hierarchy — plate 20
4 Imagery temperature — plate 23
5 Voice in microcopy — plate 10
NAV IN MONO CAPS · BUTTONS SQUARE · HOVER = OXIDE UNDERLINE ONLY · NO CAROUSELS, EVER
A room changes when the light changes.
@VELORAHOUSE
ORBE 01 — mouth-blown opal, dimmed to 1%.
LIGHT, CONSIDERED.
BRASS,
BRUSHED.
CHOSEN FOR HOW IT AGES.
FEED 1:1 · STORY 9:16 · ONE IDEA PER POST · NEVER MORE THAN TWO TYPE SIZES · HASHTAGS: NONE
Campaign 2026 — Considered Light
Rooms remember their light.
A staircase kept in low, warm light becomes the most honest room in the house. Velora House — sculptural lighting for architecture that cares how the evening feels.
ARCHITECTURAL LIGHTING
SHOWROOM COPENHAGEN
PILESTRÆDE 8 · TUE–SAT 10–18
09 · Applications — In space
Signage reads like the identity: quiet, structural, warm.
Primary
Routed fumed-oak letters, 60
mm, waxed. Mounted 12 mm proud of the plaster wall.
Plaque
Brushed brass, 140 × 200 mm, engraved
in Tabula Mono. Fixed at 1400 mm to centre.
Light
The
sign is lit by STELE 03 wall columns — the house lights the house.
NO ILLUMINATED CHANNEL LETTERS · NO VINYL BANNERS · EVER
09 · Applications — In context
One identity, many surfaces.
Every application is a plate from this document, at work
Light, considered.
STUDIO@VELORAHOUSE.EXAMPLE · VELORAHOUSE.EXAMPLE
PILESTRÆDE 8 · 1112 COPENHAGEN K · +45 33 12
06 26