HAKA Brand Guidelines
Brand Positioning & Essence
HAKA stands for comfort, style, and value, delivered through premium, well crafted trucker hats designed for everyday wear. The brand is rooted in quality materials, clean execution, and designs that let customers represent their city, state, country, or personal identity with confidence
Brand Promise
Fine crafted hats that look good, feel better, and are built to be worn daily.
Tone & Personality
Confident, not flashy
Clean, premium, and modern
Approachable and authentic
Focused on craftsmanship over hype
Avoid exaggerated claims, gimmicky language, or overly loud visuals.
Logo Usage Guidelines
Primary Logo
Use the HAKA logo with “FINE CRAFTED HATS” whenever possible
Primary colors are HAKA Green and Black
Preferred backgrounds are black or clean, dark backgrounds with no visual noise
Approved Variations
Wordmark on white background with green “HAKA” and black “FINE CRAFTED HATS”
Social icon version may omit “FINE CRAFTED HATS” only in established markets
Clear Space & Sizing
Minimum clear space equals the width of the “H” in HAKA on all sides
Minimum size:
Print: 12mm wide
Digital: 50px wide
Logo Misuse (Strictly Prohibited)
Changing logo colors
Using alternate fonts
Placing logo on busy, complex, or clashing imagery
Distorting, stretching, or reformatting the logo
Color Palette
Primary Brand Colors
HAKA Green
Hex: #00A94F | PMS 355C
Used for logo, accents, and highlights
Black
Hex: #000000
Primary text and background color
Secondary / Supporting Colors
Heather Gray
Hex: #999999
Used for contrast and secondary elements
White
Hex: #FFFFFF
Used for backgrounds and contrast
Haka Brand Guide V2 2024
Usage Rule
Designs should be predominantly black, white, and neutral tones, with HAKA Green used intentionally, not excessively.
Typography Guidelines
Primary Typeface
Poppins is the only approved primary font family.
Approved weights:
Extra Bold
Regular
Light
Typography Hierarchy
Main Headers (H1)
Poppins Extra Bold, standard capitalization
Secondary Headers (H2)
Poppins Bold, sentence case, 25% smaller than H1
Body Copy
Poppins Regular, sentence case only
Bold or underline may be used sparingly for emphasis
Haka Brand Guide V2 2024
Special Use Font
Road Rage may be used sparingly for stylistic emphasis or personality moments only. It should never replace core headers or body text
Imagery & Photography
Product Photography
Clean, well lit product shots
Neutral backgrounds preferred
Emphasis on craftsmanship, stitching, and materials
No cluttered or distracting elements
Lifestyle Imagery
Authentic environments
Real use cases
Natural, not staged
Avoid overly polished or artificial looks
Brand Consistency Rules
All touchpoints should feel cohesive across:
Website
Social
Email
Affiliate content
Paid media
Packaging
Consistency drives recognition and loyalty. All partners should treat this guide as the single source of truth for representing HAKA visually and verbally
