# SOLa — Corporate design
Draft 02 · v0.2 · 19 October 2026. Based on existing SOLa brand and pitch materials. Usage guidance is a draft.
SOLa / CORPORATE DESIGN
# Software that grows with your organisation.
Own the system.
Keep the ability to change it.
\
EXISTING ARTWORK / ORIGINAL GEOMETRY
CORAL \#FD6B4E
## Software that grows with your organisation.
SOLa gives a business a system it can make its own.
The cell is the starting point: a defined space for its data, workflows,
and change. Cells can share capabilities while retaining their own
authority.
The existing circular cell mark carries that idea. Coral gives it
recognition; navy and Roboto give the surrounding material a clear,
consistent frame.
The headline and ownership phrase come from the existing HHFL pitch.
Layout and usage recommendations in this guide are drafts.
01
### Owned
Give things a defined boundary. Show who decides, what belongs together,
and what changes.
02
### Connected
Use round cells and explicit interfaces in diagrams. Keep independent
entities visually distinct.
03
### Deliberate
Use the existing artwork, sourced colors, and Roboto consistently. Make
every element earn its place.
## The SOLa cell mark.
The existing logo uses a coral circular boundary and an organic S-shaped
path. Retain its curves, rounded stroke, opening, proportions, and
original color.
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SOLa
ORIGINAL MARK + ROBOTO NAME SETTING
### Use the actual artwork
Use **sola_cell_mark.svg** from the brand folder. The work-folder copy
matches it byte for byte. Keep the artwork intact.
### Give the mark space
Draft guidance: clear space of ¼ mark diameter. Start at 32 px on screen
or 10 mm in print; proof it at final size.
### Keep the source color
Coral \#FD6B4E. Use a white or navy field. The SOLa text here is a
layout setting in Roboto, not a newly invented logo file.
## Coral at the center. Navy for structure.
These values come from the existing logo and SOLa’s short business-plan
template. This guide uses that document palette consistently;
pitch-specific colors are recorded separately.
SOLAINK / DOCUMENT**Navy**\#0A1628
RGB 10 / 22 / 40
CANVAS / DOCUMENT**White**\#FFFFFF
RGB 255 / 255 / 255
SOLAACCENT / LOGO**Coral**\#FD6B4E
RGB 253 / 107 / 78
SOLABLUE / DOCUMENT**Blue**\#1747A6
RGB 23 / 71 / 166
**Supporting neutrals**
Pale \#F3F6FA
Muted \#5F6B7A
Line \#D8E0E9
**Existing pitch family.** HHFL uses blue \#346E8C, teal \#297B73, and
violet \#77628F. These are presentation-specific colors, not
replacements for the coral logo. Keep the palette of a given document
coherent.
**Readable combinations.** Navy on white: 18.1:1. White on blue: 8.4:1.
Navy on coral: 6.4:1. Coral on white is 2.8:1: use it for the logo and
decorative accents, not small text. Values are digital RGB; proof print
colors with the selected profile.
## Clear. Consistent. Already SOLa.
Roboto is already used in the business-plan templates and HHFL
presentation. Use the existing family across the guide, documents, and
product studies.
ROBOTO / 400 · 500 · 700
Aa Bb Cc
0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz & @ → / +
DISPLAY / 700
### Software that grows.
Draft scale: 48–80 px · 1.05 line height
Use short, left-aligned headlines.
READING / 400
### Space to understand.
Body: 16–18 px · 1.55 line height
Limit text to about 65 characters a line.
LABELS / 500
### Review the change.
Use medium weight for labels and controls. Let spacing and weight
establish hierarchy.
## Start with the cell.
The logo and existing pitch diagrams use round boundaries. Keep that
visual language: an independently scoped cell, its own contents, and a
deliberate connection to another cell.
### 01 / Bound the cell
A round boundary denotes an independently scoped operational cell.
### 02 / Name the interface
Connect at boundaries. In an actual architecture diagram, label what
crosses.
### 03 / Distinguish the parts
Rectangles represent artifacts. Keep them distinct from running cells.
**Existing notation.** Use Cellmark for architecture, dependency, and
transfer. Its editing guide distinguishes cells, artifacts, external
systems, and ports. These three sketches illustrate that vocabulary.
**Draft layout guidance.** Use an 8 px spacing unit, generous margins,
thin rules, and left-aligned text. Keep diagrams readable; split them
before shrinking labels.
## Recognizable. Before you read it.
One language across a first meeting, a proposal, and the small details
people keep.
SOLa / INDEPENDENT BY DESIGN
### Own the system. *Keep the ability to change it.*
\
**SOLa**Software that grows.
\
SOLa
**Your name**
Your role
your.name@example.com
OWN THE SYSTEM.
**SOLa**FIELD NOTES / 001
### Software that grows with your organisation.
------------------------------------------------------------------------
Business systems & independent cells
PROPOSAL / OCTOBER 2026
## Calm where the work happens.
The brand should frame the work. Clear states, readable numbers, and a
visible next step give the owner a sense of control.
\
**SOLa**WORKSPACE / STUDIOY
**Overview**BusinessChangesHistoryYOUR CELL
YOUR DIRECTION
MONDAY, 19 OCTOBER
### Your organisation, in view.
Review changes ↗
Active workflows**06**Across your business
Awaiting review**02**Your decision required
Latest revision**014**Recorded in history
RECENT CHANGESSTATE
Client intake workflow◇ Review
Weekly planning view✓ Recorded
Invoice export rule! Blocked
**Use shape with color.** Review uses an outlined diamond; recorded uses
a check; blocked uses an exclamation. Text always explains the state.
**Keep controls familiar.** 44 px minimum touch targets. A clear focus
ring. Explicit labels. No branded decoration inside dense data.
## Say what it means.
Direct, grounded, and quietly confident. Explain the action and its
consequence. Use “your” when ownership matters; use specific verbs when
something changes.
WHEN INTRODUCING SOLa
Software that grows
with your organisation.
Lead with the owner's purpose. Introduce cells when
the reader needs the detail.
WHEN A CHANGE IS READY
Your new workflow is ready
for review.
Name the change and next step. Reserve “live” for
something actually applied.
WHEN SOMETHING CANNOT PROCEED
This change needs your approval
before it can go live.
Explain what is needed. Keep the owner's authority
visible.
WORDS TO BUILD WITH
Your organisation · cell · own · connect · review · change · history ·
evolve
WORDS TO LEAVE OUT
Revolutionary · seamless · limitless · fully autonomous · guaranteed
## Existing identity. Consistent application.
### Verified source material
Logo
aelabs / brand/logo/sola_cell_mark.svg
Matches work/Logos exactly.
Core colors
SOLa_short_VII_header.tex
Navy, coral, blue, pale, muted, line.
Typography
Roboto · existing HHFL font assets
Regular / Medium / Bold.
Pitch language
HHFL deck: “Software that grows with your organisation.”
Diagrams
HHFL Cellmark guide: round cells, explicit interfaces, distinct
artifacts.
DESIGN GUIDE / FOR REVIEW
### Build on what is yours.
The logo, source colors, type family, and quoted pitch language are
existing materials. Layouts, type sizes, spacing, and application
studies are proposed guidance for this document.
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