The System

[ 01 · PRINCIPLES ]

Two looks, one voice

• Clarity first: one idea at a time, easy to scan.
• Editorial precision: type and spacing feel intentional and calm.
• Restrained signal: a stable black-and-white base, with accents used sparingly so they mean something.
• Space is a material: more empty room than feels comfortable.
• Recognizable in three seconds, without the name and without sound.

[ 02 · PERSONALITY ]

Serious frame, playful mouth

The image stays elegant everywhere, social included. The fun never comes from the visuals; it comes from what I say. The contrast between the two is the brand.

The frame

Black, space, one hard light, a still pose. It could hang in a gallery.

The mouth

A line that makes you smile. Short, sharp, written natively in Spanish and English.

Not the brand

• GradesTeal and orange, sepia, vintage filters, vignettes, light leaks.
• EffectsBlur, glow, shadows of any kind, decorative gradients. The D is the only metallic thing in the brand.
• Craft storeStickers, tape, paper textures, stamps, cutouts, collage.
• TemplatesSwooshes, stock transitions, preset text animations.
• Visual jokesMemes, bouncing or spinning graphics. The joke is in the words.
• Borrowed marksAnother house’s logo or emblem, even next to a greca.

[ 05 · COLOR ]

Six core inks, four extended

Black and white carry the page. Pink is the signal, once per piece. Orange is the action. Gold colors the ornament, so it lives in video, print and slides, never on this site. The extended inks are for data, categories and languages, one per piece. Click a swatch to copy it.

• #000000
  Black --black Ink: text, lines, structure On white 21.0:1 · on black 1.0:1
• #FFFFFF
  White --white Paper: background On white 1.0:1 · on black 21.0:1
• #F4F4F4
  Gray --gray Second sheet: quiet surfaces On white 1.1:1 · on black 19.1:1
• #FF0088
  Pink --pink Signal: emphasis, once per piece On white 3.7:1 · on black 5.6:1
• #FA8334
  Orange --orange Action: calls, time, warmth On white 2.5:1 · on black 8.4:1
• #BF9B4E
  GoldNot on the web --gold Ornament only: video, print and slides On white 2.6:1 · on black 8.0:1
• #0078BF
  Blue --blue Data, long links On white 4.7:1 · on black 4.4:1
• #FFD23F
  Yellow --yellow Data highlight on black On white 1.4:1 · on black 14.5:1
• #765BA7
  Violet --violet Categories, chapters On white 5.5:1 · on black 3.8:1
• #2F2F2F
  Graphite --graphite Secondary text On white 13.4:1 · on black 1.6:1

Couture proportions: black ~68%, white and gray ~23%, pink ~6%, orange ~2%, gold ~1%. Solid inks only: no tints, no gradients, no green.

[ 06 · TYPE ]

Four families, one job each

[ 07 · WEB ]

Square, hairline, no shadows

The components below are the site’s own CSS, not pictures of it. Depth comes from a line, never from a shadow. Buttons never move on hover; only their fill changes. No ornament on the web: the site stays pure line and type.

• Focus is always visible: outline: 2px solid var(--accent), offset 2px.
• Transitions are short and linear (160ms), and reduced-motion turns them off.
• Breakpoints: 640px, 780px, 900px, 1060px. Hierarchy and readability come before decorative structure.

[ 10 · VOICE ]

Witty in words, quiet in images

Spanish and English, each written natively; Portuguese in subtitles. Short sentences, one idea per line, confidence without adjectives.

[ 11 · TOKENS ]

One file, every value

Every value on this page and on the site comes from one file. A build step writes it into the site’s CSS, and a check fails if a brand color is typed by hand anywhere.