Design system

declaracion.slogan: Real stories · Honest voices · No bullshit
declaracion.institutional: the projects and those who start them up; a Singular Works program — content label
declaracion.leitmotiv: The asterisk: the small print of real entrepreneurship. It points to what never makes the headline, the effort, the risk and the failures, which is what really counts.
valor.real-stories: Real stories · Each piece starts from a named project and from the person who started it. Cases are not invented nor several merged into one. The fact (when, with what, what happened) comes before the adjective. · What is told has happened: a specific project and a specific person. It is the first clause of the tagline and the meaning of “the projects and those who start them up”.
valor.honest-voices: Honest voices · The project's person is the one who tells, in the first person. The mistake, the doubt and what remains unresolved are left in. Quotation marks are reserved for literal quotes. The brand does not speak for them. · The one who starts up speaks, in their own words, and also says what went wrong or was not known. It is the second clause of the tagline and the meaning of “starting up, told by the one who starts up”.
valor.no-bullshit: No bullshit · Direct, concrete sentences. If a sentence could be in a brochure, it is rewritten. No formulas or results are promised. Inflated words (“disruptive”, “benchmark”, “inspiring”) and the press-release tone are avoided. · No posturing, no jargon and no inflated success story. It is the third clause of the tagline.

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NEVER accessibility color.prohibido.1: Do not use #D4A843 on #F4F4F4: contrast 2.01:1, below AA.
NEVER accessibility color.prohibido.2: Do not use #AAAAAA on #F4F4F4: contrast 2.11:1, below AA.
NEVER accessibility color.prohibido.3: Do not use #8C6B20 on #0E0E0E: contrast 3.89:1, below AA.
NEVER accessibility color.prohibido.4: Do not use #707070 on #0E0E0E: contrast 3.89:1, below AA.
NEVER logo directriz.logo.never.sobre-fondo-claro-nunca-las-variantes: On a light background, never the .W or .O.B variants (cream and white on #F4F4F4 are unreadable); on a dark background, never the color ones or the .B ones. (Deduced from each variant's colors: cream letters #EDE8E0 on #F4F4F4 give a contrast below 1.2:1 (calculated).)
NEVER logo directriz.logo.never.no-deformar-ni-girar-el-logotipo: Do not distort or rotate the logo; do not add shadow, outline or effect to it; do not separate the S from the rest of the name or move the asterisk. On photography it only fits on a flat area where the chosen tone meets 4.5:1 with what is behind it. (Consequence of “not redrawn or recolored”: each variant is a closed file. The contrast condition applies to the letters, which are what is read.)
color.primario.50: #fff9ec · Gold 50 · Derived in OKLCH. Gold ramp. Step 300 = color.primario (#D4A843) and step 500 = color.secundario (#8C6B20), exact from Illustrator; the others, derived.
color.primario.100: #f8e8c9 · Gold 100 · Derived in OKLCH. Gold ramp. Step 300 = color.primario (#D4A843) and step 500 = color.secundario (#8C6B20), exact from Illustrator; the others, derived.
color.primario.200: #e7c889 · Gold 200 · Derived in OKLCH. Gold ramp. Step 300 = color.primario (#D4A843) and step 500 = color.secundario (#8C6B20), exact from Illustrator; the others, derived.
color.primario: #d4a843 · Gold · Exact from Illustrator (color.primario). Gold ramp. Step 300 = color.primario (#D4A843) and step 500 = color.secundario (#8C6B20), exact from Illustrator; the others, derived.
color.primario.400: #af8932 · Gold 400 · Derived in OKLCH. Gold ramp. Step 300 = color.primario (#D4A843) and step 500 = color.secundario (#8C6B20), exact from Illustrator; the others, derived.
color.secundario: #8c6b20 · Dark gold · Exact from Illustrator (color.secundario). Gold ramp. Step 300 = color.primario (#D4A843) and step 500 = color.secundario (#8C6B20), exact from Illustrator; the others, derived.
color.primario.600: #6d510b · Gold 600 · Derived in OKLCH. Gold ramp. Step 300 = color.primario (#D4A843) and step 500 = color.secundario (#8C6B20), exact from Illustrator; the others, derived.
color.primario.700: #4d3805 · Gold 700 · Derived in OKLCH. Gold ramp. Step 300 = color.primario (#D4A843) and step 500 = color.secundario (#8C6B20), exact from Illustrator; the others, derived.
color.primario.800: #302203 · Gold 800 · Derived in OKLCH. Gold ramp. Step 300 = color.primario (#D4A843) and step 500 = color.secundario (#8C6B20), exact from Illustrator; the others, derived.
color.primario.900: #150d00 · Gold 900 · Derived in OKLCH. Gold ramp. Step 300 = color.primario (#D4A843) and step 500 = color.secundario (#8C6B20), exact from Illustrator; the others, derived.
color.claro: #f4f4f4 · Off-white · Exact from Illustrator (color.claro). Neutral ramp. Steps 50, 300, 500 and 900 = color.claro, color.primario-monocromo, color.gris and color.oscuro, exact from Illustrator; the others, derived.
color.neutro.100: #e5e5e5 · Neutral 100 · Derived in OKLCH. Neutral ramp. Steps 50, 300, 500 and 900 = color.claro, color.primario-monocromo, color.gris and color.oscuro, exact from Illustrator; the others, derived.
color.neutro.200: #c7c7c7 · Neutral 200 · Derived in OKLCH. Neutral ramp. Steps 50, 300, 500 and 900 = color.claro, color.primario-monocromo, color.gris and color.oscuro, exact from Illustrator; the others, derived.
color.gris: #707070 · Gray · Field borders and dividers with a function. Derived proposal.
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