LATO
Use Lato Heavy/Black for campaign headlines, Lato Bold for section headings and Lato Regular/Medium for body copy.
MASTER BRAND STANDARD · VERSION 2.9 · 21 SEPTEMBER 2026
HES-BRAND-STD-2026-12
Hospitality, considered.
Current controlled HES identity, contact, legal, privacy and commercial-risk framework. No deviation without written approval.
01 · Control hierarchy
One current master.
Version 2.9 is the current controlling HES master standard.
Version 2.8 remains controlling only for the exclusive colour palette. Version 2.7 remains controlling for the standard client/public-facing email. Earlier controls remain operative only where they are not superseded.
Legal entityHotel Equipment Suppliers (Pty) Ltd
Primary signatureHospitality, considered.
Brand promiseRight product. Right specification. Right partner.
Public contactadmin@hotelequip.co.za
02 · Exclusive colour control
Only four HES brand colours.
HES Navy#073C5C
HES Ocean#008EAE
HES Aqua#63D7C5
HES Mist#F2F8F9
No additional HES brand or accent colour may be introduced unless a later approved HES Brand Standard explicitly changes the palette.
03 · Official logo
Use the supplied master asset unchanged.
Preferred backgroundWhite or HES Mist for maximum clarity.
Digital minimum180 px wide for standard digital master use.
Clear spaceMaintain at least 1× the height of the H/tower-building icon reference on all sides.
Non-negotiableNever recreate, trace, re-typeset, recolour, stretch, crop, distort, approximate or generate the HES logo with AI.
04 · Typography
Lato is the HES working typeface.
ARIAL
Arial is permitted only where Lato is unavailable. Do not introduce editorial serif or unrelated display typefaces as part of the HES identity.
05 · Public contact and social control
One HES public contact route.
admin@hotelequip.co.za
Use for general HES client/public-facing websites, adverts, brochures, presentations, quotations, proposals, social content, contact blocks and calls to action.
#HospitalityConsidered
Use as the preferred HES brand hashtag. Add only subject- and platform-relevant hashtags.
Keep controlled exceptions
The public-contact rule does not by itself rewrite backend form routing, operational mailboxes or separately controlled specialist-platform addresses.
06 · Advertising formats
Reflow for the placement.
Facebook / Instagram organic feed1080 × 1350 px (4:5); 1080 × 1080 px square alternative.
LinkedIn feed1200 × 1200 px default; 1200 × 628 px landscape alternative.
Stories / Reels1080 × 1920 px (9:16); create a separate asset rather than blind-cropping feed artwork.
Static exportPNG/JPG in sRGB. Keep logo, headline, CTA and footer readable in mobile previews.
07 · Legal, privacy and commercial control
Brand governance includes operating risk.
POPIA and reasonable safeguards
Collect only necessary information, apply appropriate access/security controls and route data-subject requests through admin@hotelequip.co.za.
No cleared funds - no project commitment
Unless a signed written exception applies, project and supplier commitments proceed on the controlled prepaid basis.
Republic of South Africa
South African law is the primary governing-law framework, subject to mandatory laws that may apply in another jurisdiction.