LoRa Alliance

Official Websites

• https://lora-alliance.org
• http://lora-alliance.org

Brand Guidelines

2019

Brand Summary

Mission

• To standardize Low Power Wide Area Networks (LPWAN) globally, enabling Internet of Things (IoT), machine-to-machine (M2M), smart city, and industrial applications, and to drive the global success of the LoRaWAN protocol through collaboration and interoperability among members [^1].

Core Values

• openness
• collaboration
• interoperability
• global reach
• innovation

Target Audience

• Industry leaders, technology companies, solution providers, and organizations deploying IoT, M2M, smart city, and industrial applications [^2].

Personality Traits

• innovative
• collaborative
• global
• technologically advanced
• consistent

Visual Identity Overview

• The brand uses striking, bold imagery with a dominant yellow and cyan color palette, complemented by greys for contrast. Key visuals include cityscapes, landscapes, and global connectivity themes. Logos feature wireless signal motifs, and typography is clean and modern, primarily using Arial and Aperçu. Icons and illustrations are used to represent vertical markets and ecosystem components, always in brand colors and with a minimal, high-tech aesthetic [^3].

Categories

Brand Imagery

• The primary photography used to define the LoRa Alliance® should be striking and bold.
• The color yellow and black and white photography of cityscapes have become associated with the brand. This has been expanded to include landscapes and other environments where the LoRaWAN® specification is being deployed to enable a connected IoT environment.
• Use of LoRa Alliance key imagery by alliance members requires prior consent of the LoRa Alliance.

Color Palette

• Yellow has become a calling card for the LoRa Alliance® and remains the dominant color in our palette. This is complimented by the Cyan from the LoRa Alliance® and LoRaWAN® logos.
• The secondary palette consists of a series of Greys (Granite, Carbon, Silver) that allow our primary colors to shine when juxtaposed to one another.
• To help achieve greater brand recognition it is important that our color palette is applied consistently. Be sure to balance our brand colors with a smart use of Black and White to ensure everything stays vibrant and shows high contrast between elements.
• YELLOW CMYK C0/M0/Y93/K0 HEX #ffee00 RGB R255/G238/B0 PMS Pantone 102 C
• CYAN CMYK C100/M0/Y0/K0 HEX #00adef RGB R0/G174/B239 PMS Pantone Process Cyan
• GRANITE CMYK C15/M15/Y0/K84 HEX #232329 RGB R35/G35/B41 PMS Pantone 532 C
• CARBON CMYK C14/M14/Y0/K75 HEX #383841 RGB R56/G56/B65 PMS Pantone 432 C
• NICKEL CMYK C13/M13/Y0/K62 HEX #555562 RGB R85/G85/B98 PMS Pantone Cool Grey 2C

Typography

• The LoRa Alliance® uses two main typefaces in its designed materials: Arial is our primary typeface. It should be used in all instances where big type is required. It is simple, clean and legible and compliments our logo very well. The main weight we use is Arial Black. It is a bold, confident and great typeface for making a statement. We also use two other weights of the Arial family: Regular and Bold. Aperçu is one of our secondary typefaces.It is more condensed than Arial and works great for headings and subheadings. We use Aperçu in one weight: Bold.
• Arial Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890$&?/+”(.,:;) Arial Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890$&?/+”(.,:;) Arial Black abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890$&?/+”(.,:;)
• Big Headings > 100pt Headings, Subheadings, Body Copy
• Aperçu Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890$&?/+”(.,:;) Headings, Subheadings Bold
• ARIAL BLACK IS USED FOR BIG HEADLINES ABOVE 100 PT.
• APERÇU BOLD IS USED FOR HEADLINES AND SUBHEADLINES.
• Arial Regular is used for standard body copy.
• HEADLINE 1 AaBbCcDdEe -20 Tracking Optical Kerning
• HEADLINE 2 AaBbCcDdEe -20 Tracking Optical Kerning
• HEADLINE 3 AaBbCcDdEe -20 Tracking Optical Kerning
• HEADLINE 4 AaBbCcDdEe -20 Tracking Optical Kerning
• BODY COPY AaBbCcDdEe Optical Kerning
• CAPTIONS AaBbCcDdEe Optical Kerning

Logo Usage

• For complete guidelines and policies regarding the LoRa Alliance®, LoRaWAN CertifiedCM and LoRaWAN® marks and logo usage, please view the LoRa Alliance® Marks & Logo Usage Policy and Guidelines available in the member portal.
• Absent special permission, the LoRa Alliance marks may only be used by LoRa Alliance members in good standing, and must be accompanied by the attribution statements supplied below: [Insert mark used] is a mark used under license from the LoRa Alliance.
• Only devices that are LoRaWAN CertifiedCM may carry the LoRaWAN CertifiedCM logo; the LoRa Alliance® and LoRaWAN® logos are not approved for use on products or product packaging.
• The LoRa Alliance® logo has two parts: the “LoRa Alliance” logo followed by a “®” trademark notification as shown in this styleguide. There is also a version of the logo with the tagline “Wide Area Networks for IoT” below the “a” in “LoRa” and word “Alliance.”
• If the logo is to be used in color, it must follow the LoRa Alliance color guidelines in this document.
• The LoRa Alliance® Member logo has three parts: the “LoRa Alliance” logo followed by a “®” trademark notification, followed by a the term “Member” in a different color, as shown below.
• LoRa Alliance® members in good standing have the right to use this logo to promote their membership in the LoRa Alliance. Members are encouraged to use these logos on their websites, collateral, tradeshow stands, etc.
• The LoRaWAN® mark has the “LoRa” logo, followed by a stylized “WAN” in a different color, followed by a “®” trademark notification as shown here.
• If the logo is to be used in color, it must follow the Alliance color guidelines in this document (see Section 3.3).
• The LoRaWAN Mark should only be used in a manner that (i) identifies the specifications and protocols developed by the Alliance and other materials relating thereto, or (ii) identifies the services of the Alliance relating to the development and dissemination of such specifications and protocols and information relating thereto.
• The LoRaWAN® logo is not approved for use on products.
• Please always refer to the LoRaWAN® protocol in all collateral and when speaking: • For example, a LoRaWAN® network, the LoRaWAN® protocol … Never refer to it as a LoRa® network, or the LoRa® protocol.
• LoRa® is a trademark owned by Semtech.
• The LoRaWAN® Ambassador logo has three parts: the “LoRaWAN” logo, followed by a “®” trademark notification, with the term “Ambassador” underneath, in all caps and in a different color, as shown below.
• LoRaWAN® Ambassadors who are approved to speak on behalf of the LoRa Alliance® have the right to use this logo to promote their status as an approved speaker. Ambassadors are encouraged to use this logo on their bios, social media profiles, etc.
• The LoRaWAN CertifiedCM logo has three parts: the “LoRaWAN” logo, with the term “Certified” underneath, in all caps and in a different color, followed by a superscript “CM” certification mark notification in the same color as the word “Certified.”
• If the logo is to be used in color, it must follow the Alliance color guidelines in this document.
• The use of the LoRaWAN CertifiedCM logo or any claim to LoRaWAN certification is only allowed for member’s products that have successfully completed the LoRa Alliance’s certification process. Only LoRa Alliance® members in good standing are allowed to use the LoRaWAN CertifiedCM logo.
• Note: LoRa Alliance Certified and LoRaCERT logos have been retired and should not be used.
• The LoRa Alliance® Marks & Logo Usage Policy and Guidelines requires that each usage of the LoRa Alliance, LoRaWAN Certified or LoRaWAN logo include attribution as follows: [Insert mark used] is a mark used under license from the LoRa Alliance.
• When the Alliance Marks are used in typed form, the ‘L’ and ‘R’ in the term “LoRa” as used in the Alliance Marks should always be capitalized in the same capitalization, all lettering in the Alliance Marks should be in the same font. The LoRa Alliance Mark must be accompanied by a “®” trademark symbol, LoRaWAN Certified must be accompanied by a “CM” certification mark and the LoRaWAN Mark must be accompanied by a “®” registered trademark symbol in all headlines and headings, and the first time the mark appears in the text of any materials.
• The LoRa Alliance® , LoRa Alliance® Member, LoRaWAN CertifiedCM, and LoRaWAN® logos are available in several versions and different formats to meet any digital or print need.
• Black and White CMYK Black C0/M0/Y0/K100 RGB Black R0/G0/B0 Hex Black 000000 PMS Pantone Black PMS Black Grayscale/Black & White: Black 100% Black Grayscale 65% Black Note: DO NOT use if the width is less than 1.5” if horizontal logo, and .5” on vertical logo.
• The two color: black and cyan logo CMYK Black C0/M0/Y0/K100 Cyan C100/M0/Y0/K0 RGB Black R0/G0/B0 Blue R0/G174/B239 Hex Black 000000 Blue 00ADEF PMS Pantone Black PMS Black Blue 100% Cyan Grayscale/Black & White: Black 100% Black Grayscale 65% Black Note: DO NOT use if the width is less than 1.5” if horizontal logo, and .5” on vertical logo.
• Grayscale/Black & White: Black 100% Black Grayscale 65% Black Note: DO NOT use if the width is less than 1.5” if horizontal logo, and .5” on vertical logo.
• The two color: black and cyan logo CMYK Black C0/M0/Y0/K100 Cyan C100/M0/Y0/K0 RGB Black R0/G0/B0 Blue R0/G174/B239 Hex Black 000000 Blue 00ADEF PMS Pantone Black PMS Black Blue 100% Cyan Grayscale/Black & White: Black 100% Black Grayscale 65% Black Note: DO NOT use if the width is less than 1” horizontal.
• The two color: white and cyan logo CMYK White C0/M0/Y0/K0 Cyan C100/M0/Y0/K0 RGB White R255/G255/B255 Blue R0/G174/B239 Hex White FFFFFF Blue 00ADEF PMS Pantone White PMS White Blue 100% Cyan The one color: solid white logo CMYK White C0/M0/Y0/K0 RGB Black R255/G255/B255 Hex Black FFFFFF PMS Pantone White PMS White
• The two color: black and cyan logo CMYK Black C0/M0/Y0/K100 Cyan C100/M0/Y0/K0 RGB Black R0/G0/B0 Blue R0/G174/B239 Hex Black 000000 Blue 00ADEF PMS Pantone Black PMS Black Blue 100% Cyan Note: DO NOT use if the width is less than 1”. Grayscale/Black & White: Black 100% Black Grayscale 65% Black
• Don’t use the logo in any non-approved color combination. Don’t rotate the logo. Don’t use the logo in any non-approved color combination. Don’t resize the logo unproportionally. Don’t fill the logo with images or gradients. Don’t use the logo on low contrast backgrounds. Don’t use drop shadows or any other raster effect on the logo. Don’t use the logo on too busy backgrounds.
• Do not use logo forms of the Alliance Marks within a text sentence or within a title.

Visual Style

• The image should feature a dark blue or black background to create contrast for the visual elements. At the center, there should be a stylized, glowing world map with continents outlined in bright yellow, connected by thin, glowing white lines representing data or communication links. Below the map, near the bottom center, there should be a cluster of glowing, blue-tinted skyscrapers or cityscape silhouettes emitting a soft light upwards, symbolizing urban connectivity. In the top right corner, the text ‘LoRaWAN’ should be prominently displayed with the ‘LoRa’ part in white and the ‘WAN’ part in blue, accompanied by a small Wi-Fi signal icon above the letter ‘O’. Adjacent to this, the phrase ‘Creating Valuable’ should be in white, bold text, followed by ‘IoT’ in large, bold white letters with a three-dimensional appearance, and ‘Connections’ beneath it in smaller white font. The overall composition should convey a sense of global connectivity and technological innovation in IoT networks.
• The LoRa Alliance® logo has two parts: the “LoRa Alliance” logo followed by a “®” trademark notification as shown in this styleguide. There is also a version of the logo with the tagline “Wide Area Networks for IoT” below the “a” in “LoRa” and word “Alliance.”
• If the logo is to be used in color, it must follow the LoRa Alliance color guidelines in this document.
• The LoRa Alliance® Member logo has three parts: the “LoRa Alliance” logo followed by a “®” trademark notification, followed by a the term “Member” in a different color, as shown below.
• LoRa Alliance® members in good standing have the right to use this logo to promote their membership in the LoRa Alliance. Members are encouraged to use these logos on their websites, collateral, tradeshow stands, etc.

Iconography

• The icons represent the target vertical markets we serve, the Alliance’s silicon to solutions ecosystem as well as custom icons for use in the newsletter and other collateral to make them more engaging. The intent of an icon is to represent something without having to literally say it, so they should be used sparingly and in alignment with the key message being conveyed. They should always be used on a solid background, should not overpower the design and only be used in the colors provided here to retain brand alignment. Like the signal waves, the icons are meant to be used as accents and not as focal points.
• Use of LoRa Alliance illustration elements by alliance members requires prior consent of the LoRa Alliance.
• MARKET ICONS: 14 black line icons with accompanying labels underneath, representing various sectors such as buildings & construction, lighting, agriculture, transportation & fleet management, energy & utilities, industry, smart cities, telecommunications & telecom, health care & fitness, metrics, survey & feedback, environment, autonomous driving, and asset tracking. These icons are arranged in a single row of seven icons and a second row of seven icons, evenly spaced.
• NEWSLETTER ICONS: 12 icons, also in black line style with labels beneath, representing a variety of newsletter-related topics including disclaimer & letter, lockdown & challenges, new member, infrastructure facts, upcoming events, reports, business & commerce, newsletter, sponsors, community activities, crowdfunding, and out of scope & knowledge. These icons are organized in two rows of six each, with the labels clearly readable underneath.
• The layout includes neat borders separating the sections and the icons are uniformly styled for visual consistency.
• One Color Icons: The image is a structured chart divided into three sections, each with a title on the left side: ‘MARKET ICONS,’ ‘NEWSLETTER ICONS,’ and others. The top section, ‘MARKET ICONS,’ contains 15 small, evenly spaced icons arranged horizontally. These icons are simple white line drawings on a dark background, representing various concepts: a production line, light bulb, brain with circuits, robot arm, energy symbol, security shield, smart city, factory, hospital, heart with pulse, weather signal, supply chain, environment, autonomous vehicle, and aggregated trading. Each icon is accompanied by a small, white, uppercase label underneath describing its concept.
• The middle section, ‘NEWSLETTER ICONS,’ features 6 icons, also in white line art, arranged horizontally: a mailbox with letters, a document with a heartbeat, a newspaper with a quote, a presentation chart, a report/document with a pie chart, and a cloud with an arrow, each labeled with a brief uppercase description underneath.
• The bottom section contains icons representing different types of community meetings or interactions, such as community, dialogue, and workshops, depicted through simple white line drawings of groups of people, tables, or presentation setups, with uniform spacing and labels below each icon.
• The background of the entire image is dark, providing contrast to the white icons and text, creating a clean, minimalist, infographic style layout with a modern and technical appearance.
• MARKET ICONS: 16 iconographic illustrations arranged in four columns and four rows. Each icon is rendered in a consistent yellow color with simple, clean lines and minimal detail, depicting various market-related symbols such as a shopping cart, presentation board, medical cross, lightbulb, handshake, document, delivery truck, shop storefront, customer service headset, dollar sign, gear, factory, and globe, among others. These icons are evenly spaced and aligned within their grid.
• On the right side, spanning the remaining two-thirds of the width, there is a white background area with vertically oriented text that reads “ILLUSTRATION Graphic Elements” in bold, black font, and beneath it, a subtitle in lighter gray that states “One Color Icons.” The overall composition has a clear separation between the icon set and the textual information, with a clean, modern aesthetic emphasizing simplicity and clarity.
• Wireless Network Icons Diagram: The image is a horizontal arrangement of seven icons on a dark gray background, each representing different technological components or infrastructure elements. From left to right: the first icon depicts a computer monitor with a Wi-Fi signal emanating from it, indicating a ‘Computer’ and is labeled accordingly; the second icon shows a tablet or a similar mobile device with a Wi-Fi signal, labeled ‘Module’; the third icon illustrates a device with a connecting cable and a Wi-Fi signal symbol, labeled ‘Device’; the fourth icon features a tall, vertical structure with Wi-Fi signals at the top, labeled ‘Base Station’; the fifth icon is a cylindrical stack representing a ‘Network Server’ with Wi-Fi signals at the top; the sixth icon displays a rectangular device with a line graph on its screen, labeled ‘Applications Server’; the seventh icon shows a globe with lines and nodes around it, symbolizing a ‘Solutions Provider’, also emanating Wi-Fi signals. Above each icon, there is a small Wi-Fi signal symbol indicating wireless connectivity. The icons are evenly spaced across the width of the image, aligned horizontally, on a consistent dark gray background, conveying a network or communication architecture schematic.

Layout And Composition

• The image should feature a dark blue or black background to create contrast for the visual elements. At the center, there should be a stylized, glowing world map with continents outlined in bright yellow, connected by thin, glowing white lines representing data or communication links. Below the map, near the bottom center, there should be a cluster of glowing, blue-tinted skyscrapers or cityscape silhouettes emitting a soft light upwards, symbolizing urban connectivity. In the top right corner, the text ‘LoRaWAN’ should be prominently displayed with the ‘LoRa’ part in white and the ‘WAN’ part in blue, accompanied by a small Wi-Fi signal icon above the letter ‘O’. Adjacent to this, the phrase ‘Creating Valuable’ should be in white, bold text, followed by ‘IoT’ in large, bold white letters with a three-dimensional appearance, and ‘Connections’ beneath it in smaller white font. The overall composition should convey a sense of global connectivity and technological innovation in IoT networks.
• The LoRa Alliance® logo has two parts: the “LoRa Alliance” logo followed by a “®” trademark notification as shown in this styleguide. There is also a version of the logo with the tagline “Wide Area Networks for IoT” below the “a” in “LoRa” and word “Alliance.”
• If the logo is to be used in color, it must follow the LoRa Alliance color guidelines in this document.
• The LoRa Alliance® Member logo has three parts: the “LoRa Alliance” logo followed by a “®” trademark notification, followed by a the term “Member” in a different color, as shown below.
• LoRa Alliance® members in good standing have the right to use this logo to promote their membership in the LoRa Alliance. Members are encouraged to use these logos on their websites, collateral, tradeshow stands, etc.

Social Media Guidelines

• The LoRa Alliance® social media channels are one of the primary communications channels to our audience. As such, channel branding and assets used with posts need to adhere to LoRa Alliance® brand guidelines. Sample assets are shown here, new assets will be continuously added to our library.

Digital Guidelines

• The LoRa Alliance® , LoRa Alliance® Member, LoRaWAN CertifiedCM, and LoRaWAN® logos are available in several versions and different formats to meet any digital or print need.
• Black and White CMYK Black C0/M0/Y0/K100 RGB Black R0/G0/B0 Hex Black 000000 PMS Pantone Black PMS Black Grayscale/Black & White: Black 100% Black Grayscale 65% Black Note: DO NOT use if the width is less than 1.5” if horizontal logo, and .5” on vertical logo.
• The two color: black and cyan logo CMYK Black C0/M0/Y0/K100 Cyan C100/M0/Y0/K0 RGB Black R0/G0/B0 Blue R0/G174/B239 Hex Black 000000 Blue 00ADEF PMS Pantone Black PMS Black Blue 100% Cyan Grayscale/Black & White: Black 100% Black Grayscale 65% Black Note: DO NOT use if the width is less than 1.5” if horizontal logo, and .5” on vertical logo.
• LoRa Alliance® Member Logo Black & White and Grayscale Grayscale/Black & White: Black 100% Black Grayscale 65% Black Note: DO NOT use if the width is less than 1.5” if horizontal logo, and .5” on vertical logo.
• LoRaWAN® Logo The two color: black and cyan logo CMYK Black C0/M0/Y0/K100 Cyan C100/M0/Y0/K0 RGB Black R0/G0/B0 Blue R0/G174/B239 Hex Black 000000 Blue 00ADEF PMS Pantone Black PMS Black Blue 100% Cyan Grayscale/Black & White: Black 100% Black Grayscale 65% Black Note: DO NOT use if the width is less than 1” horizontal.
• The two color: white and cyan logo CMYK White C0/M0/Y0/K0 Cyan C100/M0/Y0/K0 RGB White R255/G255/B255 Blue R0/G174/B239 Hex White FFFFFF Blue 00ADEF PMS Pantone White PMS White Blue 100% Cyan The one color: solid white logo CMYK White C0/M0/Y0/K0 RGB Black R255/G255/B255 Hex Black FFFFFF PMS Pantone White PMS White
• LoRaWAN® Ambassador and LoRaWAN CertifiedCM Logos b. Color The two color: black and cyan logo CMYK Black C0/M0/Y0/K100 Cyan C100/M0/Y0/K0 RGB Black R0/G0/B0 Blue R0/G174/B239 Hex Black 000000 Blue 00ADEF PMS Pantone Black PMS Black Blue 100% Cyan Note: DO NOT use if the width is less than 1”. Grayscale/Black & White: Black 100% Black Grayscale 65% Black

Print Guidelines

• The LoRa Alliance® , LoRa Alliance® Member, LoRaWAN CertifiedCM, and LoRaWAN® logos are available in several versions and different formats to meet any digital or print need.
• Black and White CMYK Black C0/M0/Y0/K100 RGB Black R0/G0/B0 Hex Black 000000 PMS Pantone Black PMS Black Grayscale/Black & White: Black 100% Black Grayscale 65% Black
• Note: DO NOT use if the width is less than 1.5” if horizontal logo, and .5” on vertical logo.
• The two color: black and cyan logo CMYK Black C0/M0/Y0/K100 Cyan C100/M0/Y0/K0 RGB Black R0/G0/B0 Blue R0/G174/B239 Hex Black 000000 Blue 00ADEF PMS Pantone Black PMS Black Blue 100% Cyan
• Grayscale/Black & White: Black 100% Black Grayscale 65% Black
• The two color: black and cyan logo CMYK Black C0/M0/Y0/K100 Cyan C100/M0/Y0/K0 RGB Black R0/G0/B0 Blue R0/G174/B239 Hex Black 000000 Blue 00ADEF PMS Pantone Black PMS Black Blue 100% Cyan Grayscale/Black & White: Black 100% Black Grayscale 65% Black
• Note: DO NOT use if the width is less than 1” horizontal.
• The two color: white and cyan logo CMYK White C0/M0/Y0/K0 Cyan C100/M0/Y0/K0 RGB White R255/G255/B255 Blue R0/G174/B239 Hex White FFFFFF Blue 00ADEF PMS Pantone White PMS White Blue 100% Cyan
• The one color: solid white logo CMYK White C0/M0/Y0/K0 RGB Black R255/G255/B255 Hex Black FFFFFF PMS Pantone White PMS White
• Note: DO NOT use if the width is less than 1”.

2019

Guidelines data not available

Additional Properties