Brand identity
This page holds every official Hocus logo version, the colours, typography and usage rules. Always use one of these versions; never build your own variant.
hocus.lt
Hocus is a next generation car wash and detailing brand built around a franchise based venture studio model. Unlike traditional car washes, Hocus is dedicated exclusively to handmade quality hand wash services, setting a new standard of luxury and craftsmanship in vehicle care. No tunnels, no machines, just pure handcrafted perfection. It is designed to elevate the car wash experience through luxury, exclusivity and a unique brand atmosphere, strategically positioned in major shopping malls and urban centres for maximum visibility.
Primary audience
Secondary audience
Demographics
Hocus runs two equal but distinct sub-brands. The colour signals the location type and price level, so choosing a colour is never decorative.
Premium car care centers in prime places: shopping malls and prestige locations. Highest service level, premium pricing, a luxurious and mysterious tone. Use the purple logo, purple mark and purple accent across everything for these locations.
#5624A6 · #642DBD
Locations outside shopping malls, built around speed, visibility and sharper pricing. Energetic, bold tone. Use the orange logo, orange mark and orange accent, consistently across the whole location.
#F63E00
Where a text field cannot carry a logo, one emoji stands for Hocus. The same symbol is used in the app, in SMS and in social bios, so the mark and the words always read as one brand.
✦
The sparkle from the mark. It opens every bio, every booking confirmation and every post title: once, followed by a space.
🚗
The car emoji is operational only: appointment reminders, “your car is ready” statuses and internal notifications.
The mark is the hand-wash motion, one continuous wave closing into a circle, plus the sparkle that marks the moment a car looks new again. It is the most recognisable Hocus element: it works without words, at the smallest sizes and in a single colour.
Below 24px, or when engraving, use the version without the sparkle. The wave stays recognisable even as a stamp.
Mark · purple
Mark · orange
Mark · white
Mark · simplified
Simplified · purple
Simplified · orange
Simplified · white
Simplified · black
The mark has to survive every surface we use. Eight backgrounds, one clear verdict each. If a background is not listed, pick the version with the highest contrast.
Light grey #F4F4F4
The default surface on web and in documents. Use the coloured mark.
White #FFFFFF
Print and invoices. Purple or black mark.
Black #0B0B0B
Premium communication. Use the white or sub-brand version.
Hocus Purple
White mark only. Purple on purple is never allowed.
Hocus Orange
White mark; black is allowed in single-ink print.
Light photo
Only with a light overlay, or use the single-colour black version.
Dark photo
Allowed with a dark gradient beneath the mark; use the white version.
Busy photo
The mark disappears. Create a calm area first or move the mark elsewhere.
Wordmark · purple
Wordmark · orange
Wordmark · black
Wordmark · white
Stacked lockup · purple
Stacked lockup · white
Invoice / document · black
Monochrome · white
Avatar · purple
Avatar · orange
An avatar is always a square with the mark centred, platforms crop it to a circle themselves. A lockup is never a profile picture: the wordmark becomes unreadable in a small circle.
The default profile picture. Purple mark on white.
White mark on black, for dark channels and dark themes.
White mark on a purple plate, for premium locations.
White mark on orange, Hocus Orange locations only.
Campaign avatar with the brand gradient. Not for favicons or 24px placements.
Below roughly 32px the sparkle turns into a smudge. Use the simplified mark without the sparkle for those placements: the shape stays recognisable even at 24px.
Purple mark without the sparkle on white. The default for favicons and small plates.
White mark without the sparkle on black, for dark interfaces and badges.
White mark on a purple plate, for stamps, embroidery and engraving.
Pair the light avatar with a dark cover, and the gradient avatar only with a calm black cover. Never place the gradient avatar on a gradient cover.
The app icon is the mark on a single-colour plate, no wordmark, no gradient noise, no shadow. The operating system adds the rounding and the shadow itself.
1024 × 1024px, purple plate, white mark, 22.5% corner radius.
The mark stays inside the 80% safe zone so Android masking never clips it.
Simplified mark without the sparkle, at 16px the sparkle turns into a blob.
Black or white mark with no plate: notifications, widgets, printers.
The Hocus loyalty system has three formats: a digital card on the phone, a plastic wallet card and a keychain fob. Every tier has its own colour, while structure, typography and mark placement stay identical.
The core loyalty card. Deep Hocus purple field, white type and a QR code inside a gradient frame. Used at the wash bays, in campaigns and in bookings.
Digital card
Tier
Purple Power
Points
0
First Name
[forename]
Last Name
[surname]
PURPLE POWER CARD
Earn rate
1 pts / 1 EUR
Redeem multiplier
1.0x
Free starting balance
5 EUR
Effective cashback
5.0%
The business tier. Black field, a subtle gold frame and gold typography. Wordmark only, with a QR code carrying the partner number.
Digital card
Tier
Business
Points
0
First Name
[forename]
Last Name
[surname]
Company Name
[companyName]
${pid}
B2B LOYALTY CARD
Earn rate
1 pts / 1 EUR
Redeem multiplier
1.2x
Free starting balance
50 EUR
Effective cashback
6.0%
The creator tier. Bright red field, white wordmark and a QR code. Used for collaborations and campaigns.
Digital card
Tier
Influencer
Points
0
First Name
[forename]
Last Name
[surname]
INFLUENCER CARD
Earn rate
1 pts / 1 EUR
Redeem multiplier
1.5x
Free starting balance
25 EUR
Effective cashback
7.5%
The team tier. White field, dark wordmark and a purple accent. Carries a fixed 20 percent discount on all services.
Digital card
Tier
Employee
Points
0
First Name
[forename]
Last Name
[surname]
EMPLOYEE CARD
Earn rate
1 pts / 1 EUR
Redeem multiplier
1.5x
Free starting balance
0 EUR
Effective cashback
7.5%
Discount on all services
20%
Earn rate
Points earned per 1 EUR spent
1
Redeem rate
Points needed for 1 EUR credit
20
Example: customer spends 100 EUR
Spent
100 EUR
Points earned
100 pts
Credit value
5.00 EUR
Effective cashback
5.0%
Base rate: 1 point per 1 EUR spent, 20 points equal 1 EUR of credit. Each tier applies its own redeem multiplier, so the effective cashback differs per card. Points are collected automatically in Hocus One.
Primary colour, premium
A rich, luxurious tone symbolizing exclusivity, mystery and craftsmanship. It reflects the premium, handmade promise at the heart of Hocus.
Primary red-orange
A vibrant, energetic orange-red that stands for boldness, visibility and action. Ideal for dynamic locations and audiences who value performance and instant impact.
Primary neutral
A deep, premium black that complements both the purple and red-orange palettes while keeping the mysterious, luxurious feel.
Secondary colour
A soft, clean white-grey used for backgrounds and layout balance. It brings elegance and clarity without the harshness of pure white.
The interface references tokens; print and merch use the HEX and CMYK values in this table. Never hardcode a colour into a component.
| Token | HEX | RGB | CMYK | Use |
|---|---|---|---|---|
--primary | #5624A6 | 86, 36, 166 | 48 / 78 / 0 / 35 | Primary buttons, links, premium accents. |
--primary-logo | #642DBD | 100, 45, 189 | 47 / 76 / 0 / 26 | Logo purple, the mark and the logo only. |
--accent | #F63E00 | 246, 62, 0 | 0 / 75 / 100 / 4 | Hocus Orange locations, promotions, attention points. |
--foreground | #0B0B0B | 11, 11, 11 | 0 / 0 / 0 / 96 | Text and dark brand surfaces. |
--muted-foreground | #6B6B6B | 107, 107, 107 | 0 / 0 / 0 / 58 | Secondary text, never for prices or terms. |
--background | #F4F4F4 | 244, 244, 244 | 0 / 0 / 0 / 4 | Page canvas and light blocks. |
--card | #FFFFFF | 255, 255, 255 | 0 / 0 / 0 / 0 | Cards, forms, tables. |
Hocus uses Outfit, a geometric sans whose round shapes echo the wave in the mark. Headlines are Outfit ExtraBold with tight tracking; body copy is Outfit Regular.
Aa
Švaros centrai, kurie daro stebuklus
Outfit Regular · abcdefghijklmnopqrstuvwxyz · ABCDEFGHIJKLMNOPQRSTUVWXYZ · 0123456789
text-6xl font-black tracking-tightClean you can feel
text-4xl font-black tracking-tightBy hand. Every time.
text-2xl font-bold tracking-tightPremium care in Vilnius
text-baseEvery car is washed by hand, without brushes and without rushing.
text-smBook online, your confirmation arrives immediately.
text-xs text-muted-foregroundPrices incl. VAT · duration depends on vehicle size
text-[11px] font-semibold uppercase tracking-[0.18em]PREMIUM LOCATION
03
The Hocus tone is as much a part of the brand as the logo. From a website headline to an Instagram caption we speak boldly, refined and intentionally mysterious. Our words should feel as handcrafted as our service.
01
We speak with quiet confidence. Hocus is premium by presence, not by volume. No exclamation marks at the end of a line.
02
Exclusivity is built through intrigue. Less is more: we reveal only what is necessary and leave the rest to anticipation.
03
Language is clean, modern and grown-up. No slang, no advertising noise. Every word is intentional.
04
We know our craft and our value. The tone reflects precision and mastery, we never apologise for the price.
05
Short, working phrases instead of long explanations. Silence, spacing and simplicity are part of our voice.
We're the best hand car wash in the city!
No machines. No noise. Just pure, handcrafted clean.
We offer eco-friendly car washing services.
Luxury meets sustainability.
Our team uses advanced techniques.
Every detail. By hand. By experts.
Fast and affordable car wash.
Effortless luxury. Zero compromise.
We're opening soon!
Something premium is coming. 01.09.
This framework keeps every text, from the website to outdoor advertising, in one voice and pointed at our two key audiences.
Say more with less. Every word serves a purpose; silence leaves space for curiosity.
Speak with poise. No gimmicks, no generic claims, everything must reflect an artisanal standard.
Hocus is not for everyone, and that is the point. Invite, but never over-explain.
Always show the difference: by hand, no machines, water-conscious, with a real care benefit.
Audiences
Values time, paint condition and order. We talk about the result, paint safety and easy booking, not discounts.
Audiences
Values the model, the numbers and the support. We talk about the system, training and brand strength, without inflated promises.
The same voice runs at different lengths per channel. These rules govern format, never tone.
Hocus imagery is dark, high-contrast and close to the work. We show hands, water, reflections and detail, not smiles against a white backdrop.
Ready-made copy for profiles. Click to copy.
QR codes to hocusweb.com with UTM tagging so print traffic is measurable. Error correction level H, so the mark fits in the centre.
https://hocusweb.com/?utm_source=qr&utm_medium=print&utm_campaign=hocusweb_qrHocus Purple
Hocus Orange
Mono
Inverse
How the brand looks in the real world, in both sub-brands.
Business card
Signage
Wash bay
From a business card to a facade sign, same rules, different scale.
A minimal card in purple or orange, heavy stock, matte finish.
No machines. No noise.
Dark background, one strong message at the top, full-width photography.
Maximum visibility: mark plus wordmark, no extra copy.
Black polo, softshell jacket, work trousers and cap, always with the white mark.
How the brand looks on vehicles and clothing. The photos are visualisations; the files you download are the real artwork for vinyl and textile printing.
White body, large purple logo on the side and a single thin accent line low on the flank. Orange locations use the orange logo instead.
Files for vehicle lettering
Black piqué polo with the white logo small on the left chest. Calm and professional, used across both sub-brands.
Files for textile print (white)
Purple cotton t-shirt with the white logo centred on the chest. For the team and campaigns; orange locations get the orange variant.
Files for shirt print (white)
The car care line is sold as one set only, the Hocus Bucket Deal at €129. These shots are both the selling images and the reference for how products are photographed and presented.
Purple rim light, the 20 L bucket centred, products in an arc: use as the main shop image.
Black background, even light, products in rows: use for catalogue and detail views.
€129 · one bundle
The eight most common violations. If you receive a file like this, it is not usable.
Stretched
Proportions changed.
Rotated
The logo is always horizontal.
Recoloured
Colour outside the palette.
Shadowed
No effects or outlines.
On a busy photo
No contrast left.
Mixed sub-brands
Purple and orange together.
Boxed
Never build a container around the logo.
Too close to the edge
Clear space broken.
Em dashes and en dashes are banned across the entire Hocus website. This rule overrides stylistic preferences, editor habits and any generated copy.
Official policy wording
Em dashes and en dashes are prohibited in all website copy. They must never appear in titles, descriptions, interface text, metadata, accessibility text, marketing content, legal content, or generated text. Rewrite the sentence using standard punctuation or separate sentences. This is a permanent brand rule and applies to all current and future content.
WrongHOCUS [em dash] car care centres
RightHOCUS: car care centres
WrongBook online [em dash] pick a centre and a time.
RightBook online. Pick a centre and a time that suits you.
WrongWash [en dash] from EUR 20
RightWash from EUR 20
Social images and og:image
Generated images in the brand style. The 1200×630 variant is used as the og:image when a link is shared.
og:image · 1200×630 · Purple
og:image · 1200×630 · Orange
X post · 1600×900 · Purple
X post · 1600×900 · Orange
Instagram / X square · 1080×1080 · Purple
Instagram / X square · 1080×1080 · Orange
Instagram portrait · 1080×1350 · Purple
Instagram portrait · 1080×1350 · Orange
Story / Reels / TikTok · 1080×1920 · Purple
Story / Reels / TikTok · 1080×1920 · Orange
og:image · 1200×630 · Purple · with tagline
og:image · 1200×630 · Orange · with tagline