The Rebranding of Leonus

Oct 21, 2025

Leonus has always believed that technology should improve everyday life without demanding attention. In 2025, we introduced a refreshed visual identity that reflects that belief and the company we've become since our founding in 2013 in the United States. Today we operate internationally, and our brand now scales with that reach.

Technology should be intuitive, clear, and useful.

Why We Rebranded

As our product portfolio and audience grew, we needed a design system that communicates focus and trust across marketing, product UI, and documentation. The new identity reduces noise and emphasizes usability—because a brand should help people understand, not distract them.

A Monochrome System for Focus

We adopted a black-and-white foundation to keep interfaces and content legible in any context. Grays are purposeful, not ornamental, and used to guide hierarchy. This makes screenshots, product demos, and documentation equally readable in light or dark environments.

• Primary: Black on white (and white on black) for maximum contrast and consistency
• Grayscale: A restrained scale used for depth, states, and borders
• Accent usage: Color appears sparingly to signal interaction, not decoration

Type, Motion, and Layout

• Typography: Clear, modern sans-serif faces with generous line height for long-form reading and UI labels
• Motion: Subtle transitions that support comprehension (speed, easing, and distance are standardized)
• Layout: Grid-first, content-led pages that adapt to marketing and in-app use without bespoke overrides

Accessibility From the Start

Contrast targets meet or exceed WCAG AA across brand surfaces. We test components in real product contexts and continuously audit for readability, input size, and keyboard navigation. Accessibility is not a pass/fail gate; it is a design constraint that improves outcomes for everyone.

Iconography and the Mark

Our mark is designed to be immediately recognizable at small sizes and in monochrome environments (CLI, print, or embedded UI). Icons follow a consistent stroke weight and pixel grid to remain crisp on all screens.

What This Means for Customers

• Faster comprehension and less cognitive load
• Consistent experiences across website, apps, docs, and support
• Clearer language and patterns that reduce the time from idea to result

Frequently Asked Questions

Why monochrome? It keeps attention on information and tasks, which aligns with our mission to build technology that genuinely helps people.
Will product UIs be “black and white” only? No. Functional color remains for states and accessibility; the brand system simply starts from a intuitive baseline.
Does this change how we support customers? It improves it—our documentation and help surfaces are now easier to scan and maintain.