Love Asking Why
The essentials of our identity: the name, the mark, the colors, the type, and the voice, and how they fit together. If you are making something for Love Asking Why, or standing next to it, start here.
A publication of questions and their answers
Love Asking Why takes the question you cannot stop asking and answers it in full, by the group, an invited quest writer, or an expert who would actually know. We are slow, sourced, and human, and we treat wonder as something adults are allowed to keep.
Wonder, out loud.
Questions, answered in full.
You ask. We answer, or we find the mind that can.
The mark
Our emblem is a hooded celestial pilgrim cradling a small cosmos: a warm gold sun at the center of an orbital field, on a deep ink ground. It is dark-native and doubles as the favicon, app icon, and profile image. The wordmark sets Why in Lora italic, lavender, with a thin light outline.
Clear space: keep room around the mark equal to the height of the sun at its center. Minimum size: no smaller than 32 px on screen or 12 mm in print; use the favicon build below that.
Do
Keep the thin light outline. Place on dark or celestial fields. Give the mark room to breathe. Use the emblem alone where space is tight.
Don't
Place the mark on light or busy backgrounds. Recolor it. Stretch or rotate it. Add effects. Introduce greens; those belong to a separate property.
Night Sky
Purple leads, teal supports, and gold is the single focal accent: the sun, and the tagline. Ink is the ground everything sits on. Cloud is our light text. Never introduce greens.
Balance: ink is most of the surface, purple and lavender carry structure and emphasis, teal plays small supporting roles, and gold is used sparingly, for the one thing that matters most on a page.
Lora and Inter
Lora for display: the wordmark, headlines, and the questions themselves. Inter for body, captions, and everything functional.
This is Inter, our body type. It is quiet and legible, and it stays out of the way so the question and the answer can do the work. We keep sentences plain and unhurried.
How we sound
Warm, precise, unhurried, quietly delighted. Curious rather than knowing. The question leads; the invitation closes. Always "we," never a named author.
Do
Open with the question. Say what we know and what we don't. Credit experts and quest writers generously. Keep it plain and human.
Don't
Reach for hype (unlock, game-changing, must-read). Manufacture certainty. Talk down. Use an em dash; recast with a comma, semicolon, or period.
Taglines
Anchor: Wonder, out loud. · Promise: Questions, answered in full. · Invitation: You ask. We answer, or we find the mind that can. · Calls to action: Ask a Why, Pitch a Quest.
The Pilgrim
Every question is a small journey, and Olórin has taken more of them than anyone. He is the hooded figure you will see keeping company with the questions here: not an oracle, and never one to hand you a tidy answer. He simply knows these roads, and the minds who live along them. Bring him a question and he takes it seriously, carries it to the person best suited to answer it, and stays with it until it comes back in full. He is our emblem and our guide, the personification of our curiosity, not one of the people behind it. When we stay out of sight, Olórin is who you talk to. His full name, for those who like the lore, is Olórin Rigel, after the star travelers steer by.
Our signature unit
A single question, set large in Lora, cream on the Night Sky, with the emblem top-left and one invitation line at the bottom. The same frame everywhere, so the eye learns it is us.
Rules
One question only, two lines maximum. Emblem top-left, invitation line at the bottom. One gold accent maximum. Readable at phone size.
Sizes
Square 1080 for most feeds, portrait 1080 by 1350 for Instagram, wide 1920 by 1080 for YouTube and X. Start from the template in the downloads below.
Take the assets
The core marks and palette, ready to use. Keep to the guidance above.
Have a question, or want to work together?
Bring the one you cannot stop asking, or write to us about a partnership.