On your first question as with many perm questions, the answer is it depends. When looking for material for hugel i think it's good to begin with what is freely available on site. I would probably put big logs and the bottom, sticks and brush, then soil, then mulch on top.
Guild is a word that describes a collection of plants who's specific attributes aid each other's growth when they are planted in close proximity to one another. A lot of them are structured around one main plant like a fruit tree, vegetable, or one main pollinator. Here is an example of a bee specific guild.
Here is a link to Midwest permacultures free ebooklet on guilds.