Primary use
HES Navy anchors the brand: navigation, core messaging, footer fields and information-led communications. Ocean is used for emphasis, not as a competing base.
Brand identity · Version 1.0 · August 2026Brand identity system
Hospitality supply, considered.
A practical, confident identity for the people who make hotels, lodges, restaurants and guest experiences work brilliantly.
01 · Brand foundation
The expertise behind the experience.
HES brings the thousand practical details of hospitality into one clear, capable relationship.
This identity balances operational confidence with a considered guest-facing feel. It is precise enough for specifications and procurement, yet warm enough to speak to comfort, care and memorable stays.
PurposeMake hospitality supply simpler, more responsible and easier to manage.
PositioningThe knowledgeable, end-to-end supply partner for hospitality across Africa and the Indian Ocean.
Brand promiseRight product. Right specification. Right partner.
02 · Colour system
Built on trust, movement and clear progress.
PrimaryHES Navy
#073C5C
#073C5C
Brand accentHES Ocean
#008EAE
#008EAE
Progress accentHES Aqua
#63D7C5
#63D7C5
Base neutralHES Mist
#F2F8F9
#F2F8F9
Responsible progress
Aqua signals active improvement, sustainability and calls to action. Use it sparingly for highlights, movement and confirmation—not paragraphs of copy.
03 · Logo & strapline
Use the supplied assets with confidence.
Preferred backgroundUse the primary logo on HES Mist or white for maximum clarity.
Clear spaceMaintain a clear area equal to the height of the building icon around all sides.
Minimum sizeDo not use the full primary logo below 38 mm / 144 px wide in digital applications.
Dark applicationsPlace the supplied logo on a white label or field. Do not recolour, trace or distort the artwork.
Sustainability bannerUse the supplied #changetheworld banner at the foot of a campaign or as a quiet section sign-off; retain its full proportion and arrow end.
AvoidDo not add drop shadows, new outlines, competing coloured panels or tight crops around the logo.
04 · Typography
Warm editorial thinking. Operational clarity.
Every detail,
perfectly supplied.
perfectly supplied.
Use a characterful serif display face for lead brand stories, strategic viewpoints and high-value hospitality messaging. In this system: Georgia / Source Serif style, regular weight.
CLEAR. CAPABLE.
CONNECTED.
CONNECTED.
Use a modern humanist sans-serif for UI, social campaign headlines, specifications and body copy. In this system: Inter / Manrope style, medium to bold weights.
05 · Voice
Knowledgeable. Direct. Never generic.
Make it clear
Explain the product, process or decision in useful language. Lead with what it helps the customer achieve.
Respect the detail
Show real operational empathy. Every category should connect product choice to people, flow, guests or outcomes.
Open the conversation
Use questions and practical next steps. The tone should feel like an experienced partner, never a hard sell.
06 · Graphic language
One identifiable system across every touchpoint.
Flow forward, without clutter.
The campaign system takes its cue from the curved blue device visible in existing HES collateral. It creates a deliberate transition between clear information and the hospitality environment, while the ocean-to-aqua palette signals energy and responsible progress.
- Use a strong HES Navy information field before imagery.
- Use Ocean arcs, rails or rules as a directional device—not decoration.
- Use Aqua only as a high-contrast accent and confirmation colour.
- Choose crisp, operationally relevant imagery with real hospitality context.