The document provides branding guidelines for the Light Human Hotel brand. It outlines the logo, color palette, typography, and proper usage of visual elements to ensure brand coherence and recognition. Specific rules are given for applying the logo and other identity elements correctly across various promotional materials and touchpoints like uniforms, signage, business cards and social media. Adhering to the guidelines will help achieve the brand's communication objectives.

2. Next time
you’re in
town
we’d love
if you
stayed
with us

3. TO A BRAND NAME BE ESTABLISHED
AND EASILY RECOGNIZED BY THE
PUBLIC, IT NEEDS COHERENCE IN ALL
OF ITS APPLICATION. FOR THAT
REASON, WE DEVELOPED THIS BRAND
BOOK. HERE YOU’LL FIND A COMPLETE
GUIDELINE THROUGH THE CORRECT
APPLICATION OF OUR BRAND
THROUGH THE PROMOTIONAL
MATERIAL IN GENERAL.
Following strictly to the instructions
established in this manual will allow you
to achieve our objectives written in those
pages: An efficient communication with
our target and a solid Brand
composition. This guide is essential for
the correct application of our brand.
In any situations that is not foreseen in
this Manual, our company should be
consulted
Any variations resulting from subjective
interpretations aren’t allowed either. The
development of materials and parts
containing the Light Human Hotel
brand must follow the guidelines
contained in this Manual.
For any question, please contact
Infinity Studio by the email:
suporte@studioinfinity.com.br
Or phone number +55 11 3571-0422

4. 05CONCEPT
06MAIN
LOGO
07GRID
CONSTRUCTION
08SAFETY
MARGIN
09Minimum
VISIBILITY
10Visual
signature
11COLOR
CAST
12Yellow
13color
applications
14Positive and
negative
15MAIN
typography
16support
typography
17font
ranking
18Incorrect
use of
the logo
20Polo
shirt
21Apron
waiter
22Cap
23Door
Hanger
24BUSINESS
CARD
25SOCIAL
MEDIA
26STICKERS

5. WE ARE LIGHT: BRIGHT AND CLEAR IN ALL THAT
WE DO. WE ARE HUMAN: MANAGEMENT IS NOT
VERTICAL NEITHER HORIZONTAL. THE
MANAGEMENT IS CIRCULAR LIKE THE
MYSTHYCAL ROUND TABLE: WITHOUT HEAD
AND WHERE EVERYONE, TOGETHER, SEEKS TO
BUILD THE BEST EXPERIENCE TO THE GUESTS.
WE ARE HOTEL: A PLACE FOR REST, HAVEN AND
REFUGE. WE ARE THE LIGHT IN THE MIDDLE OF
THE NIGHT, THE WARM IN THE COLD, THE
SHELTER IN THE MIDST OF THE STORM.
The word “light” has two distinct meanings:
Light means weightless, soft and gentle. The Hotel’s concept is
based on bringing to the guest a pleasant and hospitable
environment, more 1 on 1 and less stratified.
Light also symbolizes glow! Light means shine, clarity,
transparency and warmth likewise to the service offered to the
consumer: It is clear, transparent and pleasant as a spring sun.
Finally, the Circle crowns the concept. The circle is endless! It
adds the concept of continuity, it has no beginning and no end.
In today’s hotels, there are a huge hierarchy nearly military, but
at the Light Human Hotel, this is not how it works:

6. 06MAIN
LOGO
This is the Light Human
Hotel Logo’s final model
application.

7. 07GRID
CONSTRUCTION
The brand building grid
restrict its proportion based
into 4 parts’ division of the
yellow circle. On each
sideways we have the ratio of
3/4 to 1/4 of the circle.
The grid lines tends to align
the elements positions in an
organized and defined way.
The same logic has been
used in the other
applications of the logo.

8. 08SAFETY
MARGIN
This is the minimum
distance required between
the tag and another
element, including the page
edges. This space serves as a
brand’s protection against
interference, ensuring its
legibility and visual integrity.
1X
1X
1X
1X

9. 09Minimum
VISIBILITY
When reduced, the brand
must maintain the
proportion among its
elements. The minimum size
has been established so that
legibility and comprehension
are preserved.
The use of the Light Human
Hotel logo should not
exceed the reduction limit of
1.5 cm (or 44px). Smaller uses
can imply in elements losses
that compose the set and
compromise its original
configuration.
1,5cm
44px
3,5cm
104px
2,5cm
74px

10. 10Visual
signature
When necessary, for a better
composition, use the
signature in the distances
and proportions indicated.
OPTION 1 our brand:
e.g. independent owner.
OPTION 2 by your brand:
e.g. management company.
OPTION 3 your brand, LHH
concept:
e.g. hotel chain.
1x
1/2 x 1/2 x
by

11. 11
A2
R29 - G29 - B27
C0 - M0 - Y0 - K100
WEB #1D1D1B
A1
R227 - G196 - B41
C15 - M19 - Y90 - K00
WEB #E3C429
COLOR
CAST
Color is a fundamental part
on a brand consolidation
and recognition. Below we
have listed the institutional
color settings that builds
Light Human Hotel's main
logo on the CMYK, RGB and
Hexadecimal scales (both for
electronic and digital
media).
A1
A2

12. YELLOWA clear association between the color and the logo strengthens
the Brand mark. The yellow light brings warm and coziness. To
the human eye the yellow is a hot and thrilling color. This color
brings the feeling of bright, warm, relaxation, optimism and
happiness. Yellow is the sun, the summer, prosperity and joy. It’s
an inspiring color that awakens the creativity. It stimulates mental
activity and reasoning. It is a color that emits lightness,
transparency and well-being.
Combined with the black color it reflects refinement and finesse.
Aligned to the languid and elegant letter brings luxury but
without snobbery.

13. 13
R330 - G33 - B84
C00 - M95 - Y50 - K00
WEB #E62154
R199 - G213 - B48
C30 - M00 - Y90 - K00
WEB #C7D530
R29 - G29 - B27
C00 - M00 - Y0 - K100
WEB #1D1D1B
R238 - G114 - B3
C00 - M65 - Y100 - K00
WEB #EE7203
R110 - G54 - B140
C70 - M90 - Y00 - K00
WEB #6E368C
color
applications
This color palette will ensure
the brand versatility and
application in several
materials and occasions.
Here are the color scales set
for application in
institutional materials.

14. 14Positive and
negative
For special cases where the
use of the Light Human
Hotel Brand is necessary in a
single color, we provide
positive and negative
monochrome versions.
Those versions ensure good
visibility and legibility. On
materials with a light
background, use the positive
version. And on a dark
background materials, use
the negative version.

15. 15
Aa Bb Cc Dd Ee Ff Gg Hh Ii Kk Ll
Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz
01234567890!@£$%
Dolce Vita
regular
Aa bold
Aa
MAIN
typography
The typography used in the
brand development is
DOLCE VITA. It was chosen
because it is a geometric
letter that brings straight
and angled lines, revealing a
strong personality.

16. 16
Aa Bb Cc Dd Ee Ff Gg Hh Ii
Kk Ll Mm Nn Oo Pp Qq Rr
Ss Tt Uu Vv Ww Xx Yy Zz
01234567890!@£$%
Montserrat
Hairline
Aa regular
Aa bold
Aa
support
typography
We chose the MONTSERRAT
family font as a support
typography. It’s a Modern
letter that brings clean and
direct lines, used along with
the main fount brings a
modern atmosphere.

17. 17 T1 TITLE:
T2 SubTITLE:
D Highlights:
P Body text:
Dolce Vita Bold | 28pt/32pt
Dolce Vita regular | 18pt/21pt
Montserrat Regular | 9pt/12pt
Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec
elit. Donec sed odio dui. Duis mollis, est non commodo luctus, nisi erat porttitor ligula,
eget lacinia odio sem nec elit. Praesent commodo cursus magna, vel scelerisque nisl
consectetur et. Nullam id dolor id nibh ultricies vehicula ut id elit. Sed posuere
consectetur est at lobortis.
Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec
elit. Donec sed odio dui. Duis mollis, est non commodo luctus, nisi erat porttitor ligula,
eget lacinia odio sem nec elit. Praesent commodo cursus magna, vel scelerisque nisl
consectetur et. Nullam id dolor id nibh ultricies vehicula ut id elit. Sed posuere
consectetur est at lobortis.
Montserrat Light | 12pt/15pt
Duis mollis, est non commodo luctus, nisi erat porttitor ligula,
eget lacinia odio sem nec elit. Donec sed odio dui.
font
ranking
In titles use the Dolce Vita
Bold. In subtitles use the
regular version. In long texts
should be used the
Montserrat font family.

18. 18Incorrect
use of
the logo
The manual’s purpose is to
equalize the applications and
ensure their correct use.
Application errors such as:
distortion of shapes, main
color distortion, palette and
typography changes must be
avoided.
The rules for the brand and
logo application must be
fulfilled so that there isn`t a
malformation on the visual
identity. Proper use
strengthens the connections
that Light Human Hotel seeks
to establish with its public.
Inappropriate use (as
demonstrated in the examples
below) is a strong impediment
to that goal.
DO NOT ALTER
THE COLORS
DO NOT APPLY
AS WATERMARK
DO NOT APPLY
ON BACKGROUND
WITHOUT CONSTRAST
DO NOT DISTORT DO NOT APPLY
CONTOURS
DO NOT CHANGE
TYPOGRAPHY
DO NOT ALTER
THE SYMBOL POSITION
DO NOT APPLY
SHADOW
DO NOT ROTATE

20. 20
From now on it will be
suggested application of the
logo in clothes and also on
printed and digital media.
The frames suggested here
will guarantee the legibility,
understandable and
penetration of the brand.
Polo shirt
7cm
4cm
*For reference and use of the
original files, see the
appendices of this manual.
*Fabric colors MUST follow (or
approximate) the color scale
established on page 11 of this
manual.

21. 21Apron
waiter
*For reference and use of the
original files, see the
appendices of this manual.
*Fabric colors MUST follow (or
approximate) the color scale
established on page 11 of this
manual.

22. 22Cap
5cm
*For reference and use of the
original files, see the
appendices of this manual.
*Fabric colors MUST follow (or
approximate) the color scale
established on page 11 of this
manual.

23. 23Door
hanger
Please
CLEAN
Please
do not
disturb
*For reference and use of the
original files, see the
appendices of this manual.

24. 24BUSINESS
CARD
NOME SOBRENOME
gerente
nome@lighthumanhotel.com
Rua Nome da Rua, 155 | bairro
+55 11 2222 2222 | +55 11 2222 2222
*For reference and use of the
original files, see the
appendices of this manual.

25. 25SOCIAL
MEDIA
*For reference and use of the
original files, see the
appendices of this manual.

26. 26STICKERS
lighthumanhotel.com
*For reference and use of the
original files, see the
appendices of this manual.

27. by