Color Usage
Purpose	Color Name	Hex Code	Notes	
Primary Color	Crimson Red	#C82127	Logo, primary buttons, strong CTAs	
Secondary Color	Dark Slate Grey	#505050	Neutral dividers, secondary text, light UI elements	
Text Color	Black Licorice	#1A1A1A	Body text, headings	
Accent Color	Midnight Blue	#003D73	Highlights, important links, small CTAs	
Background Color	Linen	#FAF3DC	Page backgrounds	
Hover Color (Primary Button)	Dark Crimson	#A51A1F	Primary button hover effect	
Hover Color (Accent Button or Text)	Deep Midnight Blue	#002D59	Accent hover effect (darker blue)	
Footer Background (Optional)	Light Grey	#E5E5E5	Optional light background shade for footers	

Layout Rules
Layout Element	Rule/Instruction	
Overall Structure	Asymmetric, high-contrast layouts	
Background	White or Linen only	
Headings	Top-heavy and bold (Red Hat Display)	
Text Alignment	Favor asymmetrical balance, avoid full center-alignments	
Background Details	Thin lines or light grids only	
Font Usage	Max two fonts per layout: Red Hat Display + Inter	
Mascot Usage	Sparingly; use for enhancement, not as background	
Page Margins	Minimum 10% padding on all sides	

Button Design
Button Type	Background	Text Color	Border	Border Radius	Hover Behavior	
Primary Button	Primary (Crimson Red)	White (#FFFFFF)	None	0px	Darker Crimson Red background on hover	
Secondary Button	Transparent	Primary (Crimson Red)	2px solid Primary Red	0px	Fill with Primary Red, White text on hover	
Accent Button	Transparent	Accent (Midnight Blue)	2px solid Accent Blue	0px	Fill with Accent Blue, White text on hover	

Mascot Usage Rules
Usage Scenario	Rule/Instruction	
Hero Elements	Use detailed octopus engraving as centerpiece sparingly	
Background Usage	Never use octopus as full background	
Proposals/Documents	Use watermark-sized or corner placement only	
Social Media Posts	Octopus can appear in call-to-action imagery, not dominate	
Flyers/Print Ads	Use at no more than 25% of total layout area	
Icon/Small Sizes	Avoid — octopus loses detail at very small sizes	
Color Treatments	Keep mascot black and white, or use brand red accents only	
Do Not	No cartoonish, colorful, or distorted octopus versions	

Typography and Computer Fonts
Usage	Font Name	Font Weight / Style	Notes	
Primary Headline	Red Hat Display	Bold (700)	Used for large titles (H1, H2) and important labels	
Secondary Headline	Red Hat Display	Medium (500–600)	Section headings, smaller titles (H3, H4)	
Body Text	Inter	Regular (400)	Default paragraph text for web, print, and digital	
Accent / Editorial Quotes	EB Garamond	Regular (400) or Medium (500)	Optional — used for large quotes, taglines, editorial headings	
Footer Text	Inter	Light (300) or Regular (400)	Used for footers, disclaimers, and small notes	
Element	Font	Size (px)	Line Height	Letter Spacing	Alignment	
H1 (Main Title)	Red Hat Display Bold	48px	110%	-1%	Left or Asymmetric	
H2 (Section Title)	Red Hat Display Medium	36px	110%	-1%	Left or Asymmetric	
H3 (Subsection)	Red Hat Display Medium	24px	120%	0%	Left	
Body Text	Inter Regular	18px	140%	0%	Left	
Accent Quotes	EB Garamond Regular	22px	140%	0%	Centered or Stylized Left	
Footer Text	Inter Light	14px	130%	0%	Center or Left	

Presentation Rules (Web, Email, Flyers, Print)
DO	DON'T	
Maintain color consistency across all media	Introduce additional colors	
Always use primary red for main CTAs	Use gradient backgrounds	
Keep borders sharp (0px radius unless otherwise specified)	Apply heavy shadows or glowing effects	
Use octopus mascot tastefully and sparingly	Use cartoonish or playful octopus styles	
Maintain clean, breathable layouts with asymmetry	Center-align all blocks of text	
Respect typographic hierarchy (H1 > H2 > body)	Mix random fonts outside Red Hat Display + Inter	
Use Linen or White backgrounds primarily	Overcrowd content without proper margins	

This document ensures brand consistency and professionalism across every Souza Hub touchpoint.