HI THERE!
Welcome to the PUQ Brand Guidelines.
PUQ is where precision meets simplicity, bringing out the best in every coffee experience. Whether you’re a partner, distributor, or just discovering our brand, this guide will walk you through the values, design, and mindset that power our innovation. Together, we’ll raise the bar for coffee, one press at a time.
For questions email to marketing@puqpress.com
VISION
At PUQ, we believe in elevating the craft of coffee-making by empowering baristas with smart, intuitive tools that enhance precision, consistency, and workflow efficiency. Our mission goes beyond simply automating repetitive tasks—we aim to free up mental space, allowing baristas to focus on what truly matters: creativity, experimentation, and the pursuit of perfecting their craft.
Our journey started with a singular goal: to remove the physical strain of tamping while ensuring flawless espresso extraction every time. Since then, PUQ has grown into a brand that stands for innovation, precision, and barista empowerment. We believe that technology, when thoughtfully applied, doesn’t replace craftsmanship—it amplifies it.
As we expand from the Press category into Prep, and beyond, our vision remains clear: to continually push the boundaries of what’s possible in the coffee world, creating tools that not only solve everyday challenges but open new doors for exploration and mastery. With PUQ, baristas around the globe are supported to thrive in their creative process, and the coffee experience is elevated for everyone.
For the love of craft, PUQ will always be committed to shaping the future of coffee, one innovation at a time.
TAGLINE
At PUQ, we believe that true mastery lies in the perfect balance between skill and innovation. Our tagline, Master Your Craft, encapsulates this philosophy. It reflects our commitment to helping baristas around the world reach their full potential by providing tools that enhance their craft—without taking away the artistry.
By automating the repetitive tasks, we give baristas more time and mental space to focus on what truly matters: refining their techniques, exploring new flavors, and delivering a consistent, high-quality coffee experience. It’s not about replacing craftsmanship; it’s about empowering baristas to take control and elevate their skills to the next level.
Registered as a trademark, 'Master Your Craft' isn’t just a tagline—it’s a promise. A promise to continue innovating and supporting the global coffee community in their pursuit of excellence.
TONE OF VOICE
At PUQ, our Tone of Voice is the foundation of how we communicate—whether it’s with baristas, café owners, or distributors. It’s not just about the words we choose, but about how we convey our values of precision, innovation, and empowerment. We keep it clear and straightforward, confident without being overbearing, and always connected to the craft and community we serve.
This ensures that every interaction—whether a product description, social post, or conversation—reflects who we are as a brand. Consistency in how we speak and write allows us to build stronger relationships, foster trust, and make sure the essence of PUQ comes through, every time.
Want to dive deeper into the details? Click the button below to download our full TOV guidelines.
VERSIONS
The PUQ logo comes in a few key variations, each built for a specific purpose. Whether you’re working with the full wordmark, our standalone brandmark, or a version paired with a tagline or product name—each one has its moment.
These variations help ensure clarity, consistency, and flexibility across every application. Think of them as tools: different shapes for different jobs.
Before placing a logo, ask yourself: What is this for? Where will it live? What message are we reinforcing? Choose the version that best fits the format and context.
Logo
Brandmark
Logo + tagline, vertical
Logo + tagline, horizontal
Logo + product category, vertical
Logo + product category, horizontal
Logo + product name, vertical
Logo + product name, horizontal
ALIGNMENT
Precision matters—even in alignment. Hoover over, to see the perfect alignment!
When positioning the PUQ logo, use the guides provided in this section. For horizontal alignment, the center of the ‘U’ marks the true midpoint. For vertical alignment, use the full height of the ‘P’. This rule holds true even when taglines or product names are stacked below.
If you’re using a horizontal lockup—such as logo plus product name or category—center the entire block based on its full dimensions. For the standalone brandmark ‘Q’, use its vertical line and overall height to align it precisely.
Getting alignment right ensures the logo feels grounded, intentional, and balanced—just like everything else we build.
WHITE SPACE
The PUQ logo is bold, clean, and confident. And just like a great espresso, it needs room to breathe.
Clearspace ensures the logo stands out in every setting—whether it’s on packaging, presentations, or product labels. Nothing should crowd or compete with it.
We follow two rules:
• For logos larger than 200px or 5cm, keep a margin of 2 times the width of the ‘P’ foot.
• For logos smaller than that, increase the margin to 3 times the width.
This isn’t just a design guideline—it’s a principle. Respect the space, and the logo will always hold its own.
SIZE
Designed for flexibility, the PUQ logo performs well at a range of sizes.
The minimum size for digital or print is 50 pixels or 1 cm in height—anything smaller compromises clarity and impact. There’s no upper limit, but as you scale up, remember: size means nothing without proper clearspace. So always follow the rules of the whitespace above.
Whether it’s on a card, a tote bag, or a trade show wall—clarity is king.
COLOR VARIATIONS
Consistency in color is key to brand recognition. That’s why the PUQ logo is only used in a limited number of approved color combinations.
These are your go-to setups:
• Black + Orange Q → for white or light grey backgrounds
• White + Orange Q → for black or dark grey backgrounds
• All-white → for orange like backgrounds, to avoid blending out the Q
Never create your own mix. The orange ‘Q’ is core to our identity—it’s not just a color, it’s a statement.
PLACEMENT
Wherever the PUQ logo appears, it needs to lead—not follow.
It can be placed anywhere within a layout, as long as it’s clearly visible and never overshadowed by other elements. It should always sit on top of the visual hierarchy, and never be treated as a background element.
When placed on photo or video content, ensure strong contrast so the logo stays legible. Use the all-white version only when the background includes orange tones that risk obscuring the ‘Q’.
Everything else? Use the version with the orange Q. Always.
INCORRECT USE
The PUQ logo is more than just a graphic. That’s why we don’t stretch it, recolor it, crop it, or add effects.
No gradients. No shadows. No distortions.
No slicing, spacing, or experimenting.
If you’re unsure whether something is allowed, it probably isn’t. The safest rule? Treat the logo with the same care we bring to every detail of our products.
Don't use your own colorways
Don't let the logo drop off the frame
Don't use any effects on the logo
Don't stretch the logo in any way
Don't try to reinvent the logo
Don't put the logo in different angles
DOWNLOADS
Use the button below to download all PUQ logos in one go.
For print materials, use the EPS files.
For digital use, go with the PNG versions.
Looking for something specific that’s not included?
Just drop us a line at marketing@puqpress.com—we’re happy to help.
COLOR PALETTE
Just like our logo, our colors are a vital part of how PUQ is recognized and remembered. Bold, clean and distinctive—our palette ensures the brand looks consistent and stands out across every channel.
The PUQ color palette includes five primary colors, carefully selected for their balance and contrast. These tones work together across both digital and physical applications, and can be complemented by photography or neutral visuals—but never replaced or reinvented.
For digital use, always apply the RGB values.
For print, use CMYK to get the closest possible match.
Because PUQ Orange is a vivid and energetic tone, it’s important to note that it may print less vibrant in CMYK. That’s why we’ve defined Pantone (PMS) equivalents for situations that demand maximum color accuracy—like flags, signage, packaging, apparel or vehicle branding. These options may come at a higher production cost, but deliver a level of precision that reflects the quality and care we stand for.
When in doubt: keep it sharp, keep it true, and stay within the palette.
PUQ ORANGE
HEX #EB6600
RGB 235, 102, 0
CMYK 3, 73, 100, 0
PMS 3564 C
WHITE
HEX #FFFFFF
RGB 255, 255, 255
CMYK 0, 0, 0, 0
PMS -
WHITE SMOKE
HEX #F1F1F1
RGB 241, 241, 241
CMYK 4, 3, 3, 0
PMS P 179-1 C
PLATINUM
HEX #E1E1E1
RGB 225, 225, 225
CMYK 10, 8, 8, 0
PMS Cool Gray 1 C
EERIE BLACK
HEX #1C1C1C
RGB 28, 28, 28
CMYK 72, 66, 65, 77
PMS Process Black C
INCORRECT USE
Color matters—so stick to the rules.
To keep the PUQ identity strong and sharp, the color palette must always be applied correctly. Below are a few examples of what not to do:
• Don’t use colors outside of the PUQ palette
• Don’t apply low-contrast text or backgrounds
• Don’t use gradients or color fades
• Don’t recolor signature phrases like “Master your craft.”
In short: our colors are part of what makes PUQ instantly recognizable. Use them well—and only as intended.
Don't use too little contrast
Do not use gradients
Don't use a color that isn't in the palette
Only use PUQ black
DOWNLOADS
Download the full PUQ color set using the button below—or simply copy the values directly from this brand guide.
Looking for a specific format or missing something?
Shoot us a message at marketing@puqpress.com—we’ve got you covered.
TYPEFACE
At PUQ, we use the typeface Barlow Semi Condensed, part of the broader Barlow family. Originally designed by Jeremy Tribby, this slightly rounded, low-contrast grotesque font offers clarity, modernity, and character in one. With a wide range of weights and stylistic options, Barlow lets us keep communication consistent while staying flexible across applications.
To maintain simplicity and recognizability, we stick to a limited set of weights—Regular, Medium, Semi Bold, and Bold. Regular is used for most body copy, while Medium and Bold help create a clear hierarchy in headings. Light, Italic or other variants may be used when needed, but always with restraint to avoid distraction.
APPLICATION
We use all caps for headings to keep things bold and easy to scan—except for the PUQ tagline, which remains in sentence case. Text is preferably aligned to the left or centered, but right alignment is allowed in rare exceptions.
For body copy, the minimum line spacing should be 120% of the font size. So if you’re using 12pt text, aim for at least 14.4pt line spacing to improve legibility. Heading spacing can be tighter, but never less than 100%.
Avoid splitting words in headings or body copy where possible. It typically looks better and supports readability. Think of typography as a collective rhythm of shapes, not just letters on a line.
To guide you, here are some suggested combinations:
• Heading 1 – Bold, 60pt, ≥100% line height
• Heading 2 – Semi Bold, 36pt, ≥100% line height
• Heading 3 – Regular, 24pt, ≥100% line height
These values ensure a visual balance and keep your layout in line with the PUQ identity. If your layout calls for smaller copy—say, 10pt—use these ratios to scale headings appropriately.
INCORRECT USE
Here are a few examples of things to avoid when setting up typography. Sometimes there can be problems that are not listed in these examples. In such cases, consult the guidelines and use your common sense. Look for solutions that fit the overall brand identity.
Don’t squeeze the line height too tightly
Avoid unnecessary hyphenation or awkward line breaks
Don’t justify body copy or rely too much on right-alignment
And most importantly, stick to Barlow Semi Condensed—no font substitutions
Dont' use too much spacing inbetween the letters
Use all caps for titles
DOWNLOADS
You can download Barlow Semi Condensed using the button below. It’s a free Google Font, so you’re good to go. Want to read the full license? Click through to the source.
Not finding what you’re looking for? Drop us an email at marketing@puqpress.com—we’re here to help.
ARTWORK
COMING SOON
Each means of communication requires a specific approach to the design process. Start by determining the goal of the means and then choose the brand elements that support that goal according to the given guidelines. It is essential that the design not only serves the goal but remains recognisable as part of PUQ. Soon, you can download the PUQ artwork pack here, which you can use to design merchandise or other marketing materials.
ADVERTISE-MENTS
COMING SOON
