Our brand illuminates
what’s around the bend.
This guide defines the visual language, voice, and standards that express who we are — built on 45 years of legacy, designed for the next era.
V3 · 2026 CanonicalClarity, confidence, forward momentum.
Every element of our brand — from logo to color palette — reflects our mission to illuminate opportunity, strengthen partnerships, and drive intelligent growth across the insurance landscape.
Bring clarity and confidence to every financial partnership through transparency, insight, and innovation.
Deliver intelligent insurance solutions combining financial strength with digital precision, helping partners grow, protect, and perform with confidence.
Financial institutions, lenders, and partners seeking growth through clarity — leveraging technology, trust, and experience to drive measurable value.
what’s around the bend.
“Illuminates” always appears in Sun Gold — in all applications.
Building on legacy to illuminate our future.
The Lumos logo brings together two timeless symbols — mountains for strength and stability, and sunlight for the clarity of insight rising above the horizon.
Variations
Whether for ads, presentations, or graphics — usage of the Lumos brand should always be clear and simple.
Stability illuminated by light.
Our palette captures the balance of stability and illumination. Deep blues ground the brand in trust and strength. Gold and light blues reflect clarity, optimism, and forward momentum.
Fonts that reflect who we are.
Our type system pairs a bold display identity with clean, highly readable body fonts — authority and approachability working as one.
Gilroy
LUMOS INSURANCE
Bold · All Caps · Logo and brand display only
Inter Bold
Carrier Strength. Partner Clarity.
700 weight · Primary web headline font
Franklin Gothic
Medium Condensed
Carrier Strength. Partner Clarity.
Section headings · Presentation titles · Print
Franklin Gothic Medium
Carrier Strength. Partner Clarity.
Subheadings · Print supporting text
Inter, Aptos, Arial Regular
General body copy, descriptions, and supporting content across all platforms and applications.
400 weight · All platforms
Four pillars. One voice.
Our voice reflects clarity, confidence, and precision while remaining approachable and human. Every message should reflect Lumos’s mission to bring clarity, insight, and partnership to everything we do.
We speak with authority, integrity, and precision. Our voice conveys financial strength and regulatory mastery without being stiff.
Forward-looking, data-driven, and digital. We speak with confidence about what’s next and our role in enabling it.
Approachable, transparent, and genuine. 45 years of partnership means we’ve earned the right to be warm — not just formal.
We say what we mean and stand behind what we say. Reliability and consistency are the foundation of every partnership.
Cinematic. Authentic. Emotionally grounded.
Each photo captures a sense of illumination — moments where light cuts through fog, dawn breaks over mountains, and possibility is visible. Our photography should feel bold, optimistic, and trust-inspiring.
Download & use with confidence.
All files below are approved for partner use. Use them as-is — do not alter colors, proportions, or elements. Questions? Contact the Lumos Marketing team.
Using the brand with intention.
Consistent application of these guidelines ensures the Lumos brand identity remains unified, recognizable, and full of light.
Use official colors. Always apply the specified colors in all brand communications. Reference the approved hex values in this guide.
Maintain typography. Use the fonts and styles in the brand system for all written communications.
Follow the imagery style. Use photography and illustrations that match the brand’s aesthetic direction.
Ensure consistent messaging. Confirm the message delivered is aligned with our brand values at all times.
Render “illuminates” in Sun Gold (#FFDA00) in all tagline and headline applications.
Modify the logo. Do not alter, distort, or recolor any logo elements without explicit approval from Marketing.
Misuse design elements. Ensure graphic elements are used in accordance with brand guidelines at all times.
Use unapproved colors. Do not use colors outside the brand palette — particularly the legacy Plateau palette (#0D2240, #2B7A9E, #E8A93A).
Use conflicting messaging. Avoid communications that contradict or obscure our brand message or values.
Use “formerly” language. Per Legal direction — use “assumed name of The Plateau Group” in formal contexts, or “Plateau is now Lumos Insurance” for transitions.
Brand protection standards.
Legal protection is a cornerstone of our brand’s robustness and credibility. Following these guidelines is imperative to ensure compliance and protect our brand’s reputation.
All materials pertaining to our brand are protected by copyright. Written permission is required before using any brand materials outside the organization.
When using “™” it applies for trademark elements. Follow naming guidelines to prevent any unlicensed use of our brand elements.
Ensure compliance with specific brand licenses, including proper usage, attribution, and conditions in all applications.
Strict guidelines safeguard brand integrity. Unauthorized representation across any platform or channel is a violation of our legal standards.
For any objections or violations, ensure compliance with guidelines and legal requirements. Refer matters to our legal department.
Legal department approval is required prior to external publication of any marketing materials referencing the Lumos brand.
“Lumos Insurance” is the assumed name of The Plateau Group, Inc., underwritten by Plateau Insurance Company (NAIC #97152) and Plateau Casualty Insurance Company (NAIC #10817). In formal or regulatory contexts, use: “Lumos Insurance, assumed name of The Plateau Group.” Avoid “formerly” language per Legal’s direction.
APPROVED DISCLOSURE
© 2026 Lumos Insurance™. All rights reserved. Lumos Insurance is the assumed name of The Plateau Group, Inc. Insurance products are underwritten by Plateau Insurance Company (NAIC #97152) and Plateau Casualty Insurance Company (NAIC #10817), both domiciled in Tennessee. Coverage is subject to policy terms and conditions.