The brand · living guidelines
We make difficult work simpler.
By Hugo! is the shared signature for practical products from Hugo & Friends. Tools we need ourselves, built close to the work and made available to more people.
Our belief
Good business software should be clear enough to use right away and robust enough to trust every day.
We do not start with a technical possibility and look for a problem. We start with work that is unnecessarily difficult, slow or unclear – and build the shortest path to a better way.
By Hugo! should feel human, direct and dependable. Capable without being loud. Ambitious without promising more than the product actually delivers.
Four principles
How we build trust.
The principles guide both our products and our communication. They help us reject things that look good but do not improve the work.
- 01
Start with real work
Begin with a task someone genuinely needs to complete, not technology for its own sake.
- 02
Keep the path short
Remove steps, translate jargon and make the next action obvious.
- 03
Own important technology
Build control where privacy, quality and Swedish context demand it.
- 04
Operate what we build
Take responsibility after launch. Availability, support and improvement are part of the product.
By Hugo!
Name and architecture
A signature, not a uniform.
By Hugo! is our shared sender promise. The exclamation mark belongs to the name and signals forward motion – never that we are shouting.
Hugo & Friends AB is the company behind the products. Each product carries the identity that suits its work, while origin, quality and responsibility connect through By Hugo!.
SenderBy Hugo!Shared promise
Products10 expressionsOne clear job each
Legal entityHugo & FriendsOwns and operates
By Hugo! brand kit
Master brand originals.
Use By Hugo! when the company, portfolio or our shared sender promise is the main message. These are the approved originals for digital communication.
Guidelines and data
Colour values, CSS tokens, type hierarchy and rules come directly from the same version-controlled source as the originals.
Tone of voice
Calm, direct and human.
We sound like a knowledgeable colleague who wants to move the work forward. We use ordinary words, concrete verbs and clearly state what has happened – and what has not happened yet.
Clear
Explain so the reader can act without first learning our jargon.
Specific
Say what the product does, for whom and in which situation. Avoid vague superlatives.
Warm
Write to a person, not a target audience. Helpful can still have personality.
Honest
Make limitations and status visible. Never say done when something is only prepared.
“The proposal is ready for review. Nothing has been posted.”
Clear status, simple language and control with the user.
“The AI has solved your finances for you.”
Imprecise, exaggerated and unclear about what has actually happened.
Visual system
Warm precision.
A calm, editorial foundation gives the content room. Plum adds weight, orange signals action and the light tones keep the whole expression human.
01
Colour
Use colour with a clear function. Orange indicates direction and action – it does not fill entire surfaces.
Register
#2B1734 · RGB 43 23 52
CMYK 17 56 0 80
Stamp
#FF6B35 · RGB 255 107 53
CMYK 0 58 79 0
Archive
#F4F0E8 · RGB 244 240 232
CMYK 0 2 5 4
Chalk
#FFFDF7 · RGB 255 253 247
CMYK 0 1 3 0
Ink
#261D28 · RGB 38 29 40
CMYK 5 28 0 84
Moss
#436956 · RGB 67 105 86
CMYK 36 0 18 59
02
Typography
Three families are enough. The hierarchy should be visible before the text needs to be read.
Display 64–96 px · H1 48–72 px · H2 36–52 px · H3 20–28 px
Lead 18–22 px · Body 16–18 px · Detail 12–14 px
11–13 px · Use capitals sparingly · Generous letter spacing
Space before decoration
Use clear grids, generous margins and few levels per view. One important thing should always win.
Simple and geometric
Icons explain function. Keep a consistent stroke weight and avoid illustrations that merely fill empty space.
Show relationships
Motion may aid orientation and provide feedback. No bouncing, no glow and never motion without purpose.
The product family
Ten products.
Distinct expressions.
Each product has a clear job and therefore its own identity. Web-ready originals are available here; the primary logo is always the first choice.
Sales and CRM
GoHugo
Market data, sales analytics and CRM in one workspace.
Swedish company data
BolagsAPI
Swedish company data, collected.
Product information and PIM
Pimble
Product data from Fortnox to GS1 and Validoo, without spreadsheets as middleware.
Business finance and AI
Rekly
Your finances, in plain language.
Network infrastructure
ProxyAPI
Swedish proxy capacity through one predictable connection.
Identity and access
Auth by Hugo
Swedish identity, sign-in and signing as a managed service.
Private AI infrastructure
Hamn AI
Private AI with control over data, models and operations.
Digital agreement signing
Avtalsklart
Prepare the agreement. Collect the signatures. Done.
Public company search
BolagsSök
Swedish companies and the relationships around them, clearly collected.
Operational visibility
By Hugo! Status
Current status, history and response times for By Hugo! services.
Logo rules
Give the brand room to work.
The rules apply to By Hugo! and the entire product family. Contact us when a format requires custom adaptation.
- 01
Use the originals
Do not recreate wordmarks with ordinary text and never alter their proportions.
- 02
Leave clear space
Keep at least one quarter of the symbol width clear around the logo.
- 03
Respect the minimum size
The wordmark must be at least 96 px digitally or 25 mm in print. The symbol at least 24 px or 8 mm.
- 04
Choose the right contrast
Use the primary version on light surfaces and the reversed logo on dark ones.
- 05
Skip the effects
No gradients, glow, decorative shadows, rotation or additional badges.
- 06
Keep brands separate
Do not create new combination logos. Keep sender and product as separate marks.
Use the brand correctly
Press, partnerships or production?
Tell us where the material will be used and we will help with the right original, file format and application. We are happy to review a draft before publication.
Talk to us →