What can be used and how. If you are going to print, ask for the vector files.
The brand
A black bear facing forward, no smile, wearing a crown of henequen. Valerosos means the brave ones, and inside the word are the bears (osos).
The logo
The horizontal version is for everyday use. The mark on its own, the seal, goes where the name does not fit: avatar, favicon, sticker.
The crown is made of henequen leaves, the plant that built Yucatán. It is always in Cobre.
Six colors
Two come from the black bear: Carbón and Canela. The rest come from Mérida: the limewash on the walls, the stone of the albarradas, the copper of the crown. This site uses neutral white and very light grays as its base, with copper as an accent. The logo keeps its original colors.
Ink, and the bear's coat
The paper: Mérida's limewashed walls
Surface, one step above Cal
The bear's muzzle
The henequen crown
Secondary text, the dry-stone wall
Two typefaces
Fraunces for headings and figures, with the SOFT axis at maximum. Albert Sans for everything you read. Both are open (OFL license) and live on the site.
Más vale que te encuentren.
Albert Sans, 17 to 20 pixels, line height 1.5. Short sentences. No “boost”, no “digital transformation”, no “#1”.
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The manual
The logo usage manual, five pages: versions, clear space, minimum sizes, color and what not to do. The text is in Spanish.
