Brand Identity & Strategy, Standards Guide

"Dress Your Hue"


Hue is about embracing vibrant self-expression through transformative fashion.

"Transformative power of color and self-expression"

Hue is a fashion brand that celebrates the transformative power of color and self-expression. Founded by Mairi Rivers, a passionate designer, Hue aims to redefine the boundaries of fashion and empower individuals to embrace their unique hues. Inspired by Mairi's childhood experiences under the guidance of her mother, a skilled graphic and commercial designer, Hue embodies creativity, craftsmanship, and the boundless possibilities of fashion.



The objective was to design a visually captivating logo that embodies Hue's values and mission - to create a logo and brand standards guide that represents security and sustainability, while resonating with Hue's target audience. This audience includes fashion-forward individuals who value self-expression, appreciate sustainable practices, and seek timeless pieces that go beyond fleeting trends.

Create an elegant and iconic logo that represents Hue's brand essence and visually aligns with the high-end fashion aesthetic. The logo should be versatile, scalable, and suitable for various applications.

Creating Key Messaging:
Craft compelling and persuasive key messages that effectively communicate Hue's unique value proposition, brand positioning, and core values. Ensure consistency in tone and style across all communications.


Design Elements

The logo incorporated a circular shape, representing wholeness and continuity, reflecting Hue's commitment to embracing individuals' unique identities through fashion.

Serif Font: A sophisticated serif font was used for the wordmark, reflecting Hue's dedication to timeless elegance and craftsmanship.

Establishing Logo Standards:
Define clear guidelines for logo usage, including size, placement, color variations, and minimum clear space. Ensure consistency and protect the integrity of the logo across different contexts and materials.


Color Palette

Color Palette: The color palette was carefully selected to evoke feelings of vibrancy, creativity, and self-expression.
The primary color, Hue Sunshine HEX #F9BE02, represents the brand's bold and distinctive spirit, while complementary colors for marketing collateral and web, such as Cool Grey HEX #A0A4A9, Dark Grey HEX #424242, and Light Blue HEX #B3E5FC add depth and visual interest.



For Hue's wordmark, the custom-designed serif font Nevada was crafted to infuse elegance with a modern twist. This bespoke font encapsulates Hue's unwavering dedication to craftsmanship and innovation, reflecting the brand's distinctive personality.

For primary subheadings, when the Nevada workmark is present, the elegant and timeless font Libre Baskerville was chosen to enhance the visual impact and sophistication of Hue's brand materials. This font exudes a classic charm that complements the brand's aesthetics.

In contrast, for body text, the versatile and modern font DM Sans was selected to ensure optimal legibility and readability. DM Sans strikes a balance between professionalism and contemporary style, making it the perfect choice for delivering Hue's brand messages with clarity and visual appeal.


Brand Standards Guide

In the dynamic world of fashion, consistency and cohesiveness are paramount. Hue's brand standards serve as the guiding principles that ensure the essence remains strong and unmistakable. The brand standards lay the foundation for a cohesive brand identity. By adhering to these standards, a harmonious visual language is created that resonates with our audience, fosters brand recognition, and reinforces a commitment to craftsmanship, innovation, and self-expression.


By designing a logo and brand standards guide that seamlessly blend the key design elements, colors, and typography, Hue now possesses a captivating visual identity that resonates with its target audience. This logo and brand standards guide provide a solid foundation for a cohesive brand presence, reinforcing Hue's mission to empower individuals to embrace their unique hues and express their authentic selves through transformative fashion.