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Brand Center
Brand Guidelines
This page is a reference for partners, staff, media, and community members who need to represent Leaders of Tomorrow (LOT) visually and verbally. Please follow these guidelines to keep our brand consistent, accessible, and true to our mission.
Our History
Leaders of Tomorrow (LOT) was founded in 2019 and launched its first cohort in June 2019 as a youth-led, self-funded international digital exchange program. From our base in Baghdad, Iraq, we have grown into a global community of over 1,100+ alumni from 50+ countries, connecting hundreds of participants each year through meaningful online dialogue and collaboration.
LOT remains fully digital and 100% online, removing financial and geographic barriers to participation while keeping the experience deeply human, relational, and community-driven.
Our Mission Statement
Leaders of Tomorrow (LOT) is an international digital exchange program connecting young people aged 14–24 from around the world through meaningful dialogue, collaborative projects, and cross-cultural learning. The program operates 100% online with no travel required.
Our Vision Statement
We envision a world where young people from every background can form genuine cross-cultural relationships, practice courageous dialogue, and lead with empathy, regardless of borders, passports, or financial resources.
Core Values
- Authentic DialogueWe prioritize honest, nuanced conversations over performative engagement or simplified narratives.
- Youth LeadershipLOT is youth-led and youth-centered. Young people shape, lead, and sustain the program.
- Accessibility & EquityWe keep the program 100% online to reduce financial and geographic barriers and actively seek diverse participation.
- Diversity & InclusionWe intentionally bring together participants from different countries, identities, and perspectives to learn with and from one another.
- Integrity & CareWe handle stories, experiences, and data with respect, consent, and care for participant safety and dignity.
- Continuous LearningWe evolve the program each year based on participant feedback, reflection, and experimentation.
Visual Identity
Logo & Icon System
The Leaders of Tomorrow logo and icons represent our community in all formal communications. Use the official assets from our brand folder and avoid editing, redrawing, or recreating them.
Logo Usage Guidelines
- Use official logo files from the LOT brand asset folder.
- Maintain clear space equal to the height of the “L” around the logo.
- Use the primary logo on light or white backgrounds when possible.
- When space is limited (e.g., avatars, favicons), use the icon/mark instead of the full logo.
Please avoid:
- Stretching, distorting, or changing the logo’s proportions.
- Recoloring the logo outside the approved color palette.
- Adding drop shadows, outlines, or effects to the logo.
- Placing the logo on busy or low-contrast backgrounds.
Color System
Colors (Primary & Secondary)
LOT uses a bold, friendly palette built around our signature mint green, with supporting accent colors. Use these values consistently across digital and print materials.
Primary Colors
--mint-green#00D19FPrimary brand color, key actions, and emphasis backgrounds.
--black#111111Primary text, outlines, borders, and structural elements.
Secondary & Supporting Colors
--sunshine-yellow#FFC700Highlights, underlines, accents, and playful callouts.
--pop-blue#0057FFLinks, emphasis text, and high-contrast accents.
--pop-red#FF3B30Alerts, warnings, and occasional emphasis.
--bg-light#FAFAFAPage backgrounds, cards, and soft sections.
Typography
Typeface
LOT uses General Sans Variable as its primary typeface across the website and brand materials. It is loaded via Fontshare as a variable font and exposed in code as var(--font-general-sans).
General Sans Variable
Leaders of Tomorrow
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Type Usage Guidelines
- Use General Sans for all headings, body copy, and UI labels where available.
- Headings typically use heavier weights (600–700) with tight letter-spacing.
- Body text uses medium weights (500) for comfortable reading and good contrast.
- When General Sans is unavailable, fall back to system sans-serif fonts.
Stickers
Sticker Set
LOT uses a playful sticker system across the website, games, and social graphics. Stickers are brand illustrations, not logos, and should be used to add personality, highlight content, and celebrate our community.
Sticker Usage Guidelines
- Use stickers to emphasize key ideas, break up dense content, or add delight to digital experiences.
- Do not replace the LOT logo with stickers in formal or external communications.
- Avoid overusing stickers in serious policy, legal, or data-protection materials.
- Keep stickers at high resolution and avoid adding extra effects or filters.
Using the Brand
Brand Guidelines & How to Use Them
When using LOT's brand and visual assets, please prioritize clarity, accessibility, and respect for the communities we serve. Our visual identity should always support the substance of our work, not distract from it.
Do
- Use official logo, color, and type assets from LOT folders.
- Keep messaging aligned with LOT's mission, vision, and verified statistics.
- Maintain strong contrast and legibility for all text and interface elements.
- Credit "Leaders of Tomorrow (LOT) - https://lotep.org" when appropriate.
Don't
- Alter or remix logos, stickers, or illustrations.
- Use LOT branding to suggest partnerships we have not agreed to.
- Fabricate statistics, outcomes, or testimonials not verified by LOT.
- Use LOT's brand for commercial products or services without explicit permission.
Need Assets or Clarification?
For the full brand and visual identity package (including PDF guidelines and high-resolution assets), or if you're unsure about correct usage, please reach out to our team.
Email: lot@lotep.org