BRAND

As the most visible element of our identity, the Hermosillo logo embodies the strength and sophistication of our company.

An iconic “H” serves as our logo’s centerpiece and features unique, dynamic angles suggesting forward momentum and leadership. The Hermosillo name is set in bold type and is occasionally paired with our tagline, Experience Matters.

The horizontal orientation of our logo is an acceptable alternative when use of the vertical format fails to allow proper clear space or creates unnecessary tension with surrounding elements in your layout.

There are circumstances that the logotype, symbol, and one-color logo may be used. These uses must be approved by the Hermosillo marketing team.

In select cases, the Hermosillo logotype may be used separate from the “H” symbol.

In select cases, the “H” symbol may be used separate from the Hermosillo logotype.

Use of the logo in one-color should be used sparingly and only when printing or fabrication limitations require it. The preferred one-color option is an all-white logo reversed out of a field of color. An all-black logo can be used for newsprint. On unprinted finished, etching or embossing is allowed.

To ensure high visibility and an uncluttered presentation, always maintain clear space around the Hermosillo logo. Determine clear space by measuring the height of the “H” symbol (see diagram below) and keep an area equal to this height clear on all sides of the logo. Note that the clear space will change depending on the size of the logo.

To ensure legibility, the width of the logo must be a minimum of 70 pixels for digital (on-screen) applications or 1” (25 mm) for print.

The full-color logo is the primary version of the logo and is always preferred, however the background on which the logo is placed must be considered. The logo may be reversed out in all-white when dark backgrounds or photographs reduce the legibility of the full-color version. See Restricted Uses above for additional one-color application rules.

Consistent use of color will help unify all applications of the Hermosillo brand, connecting them to our logo from which our color palette originates. Our color system is intended to provide a modern look, an approachable feel and an overall presentation distinctive from others in our industry. The bold, blue and orange hues of our color system are complemented by a range of muted secondary tones, creating a unified family of striking colors. Certain colors within the secondary palette have also been assigned to to represent Hermosillo’s other divisions (in the near future).

While our brand is bold and confident, our use of color is restrained to allow content and photography to take the lead. Secondary colors and tints should dominant your layouts. The primary colors derived from our logo should act as an accent.

Typographic style is a strong component to our identity. Our brand fonts have been chosen for their sophistication, legibility and modernity. Commitment to these typefaces will create a consistent and strong identity. Flama, a sans serif font, comes in a variety of weights that offer flexibility for use in headlines and captions. A serif font, Enriqueta, is intended for optimal legibility of body copy or large blocks of text.

Certain digital applications, like PowerPoint or outbound marketing emails, may require more universally installed fonts to ensure readability by a wide audience. In these instances, Arial Bold can be substituted for Flama and Georgia Regular for Enriqueta.

Setting headlines in all caps helps reinforce our bold, confident message.

We complement the strength of the san serif with the refined character of Enriqueta.

Use our light condensed font to create hierarchy and enhance the interest of your layout.

Our photography is an important way our brand tells its story. Powerful images featuring our construction portfolio reflect the quality and sophistication of what we deliver. Photographs of our people and process also connect on an emotional level, providing familiarity and context for our communications.

Appropriately showcasing completed construction projects begins with dramatic, detailed exterior photos. When shooting macro shots, consider the weather and time of day. Ideal lighting (overcast to partial sun, but not gloomy) will provide vibrancy while avoiding flat colors or undesirable shadows. Select angles that minimize environmental clutter and that provide interesting perspectives. Establishing a depth of field will further enhance the dramatic quality of your photos.

Attention to detail and craftsmanship are what makes Hermosillo the premier builder in Mexico. To help reinforce the message, we complement our project photography with tight detailed shots that celebrate the finer points of our work.

Ensure horizons and verticals are level and perpendicular.

Schedule photography late morning or late afternoon to capture the best light.

Settle for quick iphone or hand-held images.

We’re all about people, so our photography should reveal authentic moments that are human and relatable. Avoid staged photographs, consider diversity and select shots that share believable scenarios and convey an emotive quality.

Focus on individuals working together and collaborating.

Ensure every workplace image reflects proper safety protocols.

Stage photos. Subjects should be shown in real-world context.

For added flexibility when combining photography and messaging, we have created a textural system utilizing a blue overlay. Images are converted to black and white and a Hermosillo Medium Blue color is added and set to multiply, creating an even tone.

Use textures for cover templates, video and digital pieces.

Use high-contrast imagery.

Use textures without messaging or large color areas without textural imagery.

As a company with deep architecture roots, having an organizing, underlying grid for our layouts seems only natural. A grid is intended to bring simplicity to complexity so that the presentation of our brand is always as professional as possible.

Add a margin all the way around the layout to define the layout. Page margins should generally be equal on all sides. For the alignment of text elements and the logo, create interior margins and gutters.

Establish your grid by first defining the columns and their width. A number divisible by three is ideal, based on a rule of thirds approach to composition. Then create a vertical grid of squares based on your column width. Test your grid by roughly populating your layout with content, aligning copy and visuals to the column identifiers. If the grid fails to provide enough organizational structure, expand the number of columns. Test again. Decrease or increase the number of columns as necessary.

Once your grid is established, ensure your content adheres to it. Modify the grid structure only if you find it continuing to hinder your layout, instead of helping it.