Huila | Style Guide

BRAND STYLE GUIDE 2024

TABLE OF CONTENT BRAND STORY

4

MISSION STATEMENT & CORE VALUE

5

PRIMARY LOGO

6

COLOUR PALETTE

8

TYPOGRAPHY

11

WRONG USE OF LOGO

12

PATTERNS

13

IMAGE BACKGROUNDS

14

COLLATERAL ASSETS

16

BRAND STORY Huila is a Colombian coffee brand located in the heart of the Huila region, which aims to showcase the unique beauty of each region of Colombia through its products, flavors and packaging. Huila seeks to establish a connection between consumers and coffee growers and and deliver a high quality product and deliver a high quality product. We develop a delicate process from the moment we pick the ripe cherries from the tree one by one until the moment we deliver it to the door of your house.

MISSION STATEMENT Huila is committed to providing a high-quality product that meets the expectations of its customers, providing good service and making the consumer part of the company and the social projects we do.

Our mission is that more than a coffee, we want to create a connection between the consumer and the coffee grower, always highlighting and honoring the work of each coffee grower.

CORE VALUES Promote sustanability

We support our communities

Service & Integrity

Producing high quality product

Be proud for what we do as a Colombians

Reflect the work of our coffee growers

5

PRIMARY LOGO Huila’s logo aims to reflect the flora and fauna that characterizes Colombia. The name of the company was decided because Huila is one of the departments with the highest coffee production in Colombia, it is characterized by being a coffee region, tourist wealth and full of wonderful farmers and families.

The bird’s name is a great kiskadee is characterized by being loud, bold, making a presence wherever it goes and being peaceful. We think that as Colombians we can identify ourselves in that sense, that wherever we go we make a beautiful presence and we feel proud of our roots, and it is a bird often seen in Huila, Colombia.

6

LOGO VARIATIONS HORIZONTAL

HORIZONTAL 2.0

BADGE

VERTICAL

ICON

COLOUR PALETTE Our colors give the identity to our brand and reflect the colors of Colombia. Red is the color that dresses the deserts of the most vivid land such as Tatacoa located in Huila and the coffee plantations, green that reflects the lungs of the world which is the Amazon, Yellow is in the sand, beaches and the joy of people, orange is in the variety of fruits, each color has its meaning.

All these colors evoke a feeling of home, warmth, flavor, sunshine, vibrant, joy and culture and that is what we want to bring to the world. From Colombia to the world.

Camo

Rangoon Green

Cornell Red

WEB

WEB

WEB

#7B9154

#191918

R122 G144 B85

R25 G25 B24

R170 G31 B35

PRINT

PRINT

PRINT

C55 M28 Y81 K8

C72 M66 Y66 K79

C23 M100 Y99 K16

Irish Coffee

Fantasy

Pavlova

WEB

WEB

WEB

#5E361C

#F7F5ED

#D7C498

R94 G54 B28

R247 G245 B237

R213 G200 B153

PRINT

PRINT

PRINT

C41 M71 Y89 K50

8

#aa1f23

C2 M2 Y6 K0

C18 M17 Y45 K0

SECONDARY COLORS

Black Olive

Ochre

Cocoa Bean

Mango Tango

Dirt Brown

Pavlova

WEB

WEB

WEB

WEB

WEB

#212e1a

#BF9005

#561C24

WEB

#926233

#D7C498

R33 G46 B26

R191 G144 B5

R86 G28 B36

R225 G114 B38

R146 G98 B51

R213 G200 B153

PRINT

PRINT

PRINT

PRINT

PRINT

PRINT

C73 M54 Y83 K69

C25 M41 Y100 K4

C40 M88 Y69 K58

#E17226

C8 M67 Y100 K1

C34 M59 Y89 K21

C18 M17 Y45 K0

LOGO, HEADINGS

BODY COPY

Aa

Poppins Regular

Quesha Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%&/?*

Aa

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%&/?*

TYPOGRAPHY Huila uses the Quesha font as the typography for important elements such as headings and calls to action.

It is a modern classic font, which gives elegance to the brand, it is readable and friendly. On the other hand, Poppins regular font style is used for the rest, the combination of these two generates a feeling of professionalism and it’s eye-catching. The poppins font family works quite well for the web just like Quesha.

TITLE (Quesha 50pt & leading 40pt)

HEADING

CONTENT (Poppins regular 13pt & leading 18pt) Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer volutpat lacinia eros. Interdum et malesuada fames ac ante ipsum primis in faucibus. Nullam tellus massa, iaculis tincidunt tortor ac, bibendum maximus ligula.

Suspendisse eget suscipit dolor.

PRINT & WEB QUESHA : PRINT (max 300pt min 16pt ) WEB (30px) POPPINS : PRINT (min 13pts leading 18pts) WEB (min 16px)

11

PATTERNS

12

WRONG USE OF THE LOGO COLORS OUTSIDE THE COLOR PALETTE

OUTLINED

STRECHED OR SQUISH LOGO

ROTATED LOGO

IMAGE BACKGROUNDS

Using white space in the images allows for a clean design, generating a good contrast with the logo.

14

Do not place the light logo on a light background, it will not create contrast and will cause the logo to be lost and not easy to recognize. Use the other variations of the logo / color palette.

Use the colors of the palette according to the image you have, to create a connection between our logo and the image.

COLLATERAL ASSETS

16

18

21

22

24

Tatiana Suarez Suarez 2024