# Diego Daniel Moro Brand System

Version 2.0 - July 12, 2026

The official visual standards, logo rules, application system, and data-visualization guidance are maintained in `VISUAL_IDENTITY.md`. This document defines the broader brand strategy and trust behavior.

## Brand Core

**Official name:** Diego Daniel Moro  
**Short mark:** DM  
**Category:** Evidence-backed finance operations  
**Primary line:** Decision-grade finance. Built to survive review.  
**Brand promise:** Make the source, scope, owner, and next decision visible.

The brand should make a CFO, founder, controller, or finance systems leader feel that the work will be handled with calm judgment. It should signal rigor without bureaucracy, technical fluency without theater, and confidence without hiding limitations.

## Desired Feelings

1. **Trust:** claims are specific, sourced, and bounded.
2. **Control:** ownership, review points, and exceptions are visible.
3. **Clarity:** dense finance work is organized for fast decisions.
4. **Modern competence:** systems and automation support judgment; they do not replace it.
5. **Calm:** the design does not use urgency, noise, or decoration to manufacture authority.

## Recognition System

Recognition comes from using the same signals repeatedly:

- The custom DM monogram with its signal-green Review Corner.
- Inter typography with strong hierarchy and tabular numerals for financial data.
- Ink, evidence green, decision blue, and review amber used by meaning.
- The phrase “Decision-grade finance. Built to survive review.”
- Bordered operating grids, source labels, verification dates, and explicit boundaries.
- A communication sequence of **claim -> evidence -> boundary**.

Inter alone is not a brand. The recognizable system is the combination of mark, language, color semantics, layout, and proof behavior.

## Logo

### Primary mark

Use `assets/dm-ledger-mark.svg` on light backgrounds. The green corner represents the review trail: work is not complete until evidence and ownership are visible. The monogram is a custom vector and must not be recreated as typed letters.

### Reverse mark

Use `assets/dm-ledger-mark-reverse.svg` only when the primary dark tile would disappear into a dark background.

### Clear space and minimum size

- Clear space: at least one quarter of the mark width on every side.
- Digital minimum: 24 px square.
- Preferred navigation size: 36 px square.
- Do not rotate, stretch, recolor, add shadows, or remove the review corner.
- Do not use the initials without the full name when the audience has not already seen the wordmark.

## Color

| Token | Hex | Meaning | Primary use |
| --- | --- | --- | --- |
| Ink | `#101827` | Authority and structure | Headings, primary text, mark |
| Signal Green | `#20A47A` | Distinctive review line | Non-text graphic marks and large chart accents |
| Evidence Green | `#08705D` | Verified or supported | Evidence, completed controls, source-backed states |
| Decision Blue | `#2457D6` | Action and navigation | Links, decisions, primary actions |
| Review Amber | `#9B6500` | Attention without alarm | Open review, caveats, pending decisions |
| Risk Red | `#B42318` | Exception or failure | Errors and genuine risk only |
| Muted | `#586174` | Supporting context | Secondary copy |
| Cloud | `#F4F6F9` | Quiet workspace | Page background and neutral bands |
| White | `#FFFFFF` | Clarity | Panels and reverse text |

Signal Green is not approved for normal body text on white; use Evidence Green for accessible green text. Green is not decorative; it means supported, completed, or verified. Blue means action or decision. Amber means review is still required. Red is reserved for real exceptions.

The principal text/color combinations meet WCAG AA for normal text. Never place amber text on Cloud or colored body text on dark backgrounds without checking contrast.

## Typography

Use Inter only, with Arial as the fallback.

- **Bold 700:** names, headlines, section labels, metrics, and commands.
- **Regular 400:** body copy, descriptions, metadata, and captions.
- Use tabular numerals for amounts, dates, periods, and finance metrics.
- Keep letter spacing at zero.
- Use sentence case. Avoid all caps except short metadata labels.
- Do not scale type with viewport width. Use explicit responsive breakpoints.

## Layout and Components

- Base spacing unit: 8 px, with 4 px allowed for compact metadata.
- Controls: 6 px radius. Panels: 8 px maximum.
- Use full-width bands and unframed sections; reserve cards for repeated objects or framed evidence.
- Prefer one-pixel borders over shadows. Use shadows only for overlays or meaningful depth.
- Keep finance tables and proof grids dense enough to scan but never cramped.
- Use real system screenshots, redacted workpapers, and actual diagrams. Avoid stock imagery and fabricated dashboards.
- Charts use Evidence Green for actual/proven, Decision Blue for plan/action, Review Amber for open review, Risk Red for exceptions, and gray for context.

## Voice

### Tone

Calm, direct, precise, candid, and operator-to-operator. Write as a senior finance leader speaking to another senior operator.

### Structure

1. **Claim:** what changed or what capability exists.
2. **Evidence:** the artifact, test, system, metric, or operating fact supporting it.
3. **Boundary:** what was not tested, what remains private, or where human approval remains.

### Preferred language

- “Verified on July 12, 2026.”
- “The workflow flags exceptions for review.”
- “This release snapshot is not live warehouse truth.”
- “Raw company records remain private.”
- “Human approval remains explicit.”

### Avoid

- “Revolutionary,” “game-changing,” “visionary,” or “world-class.”
- “Autonomous” when a human review or approval step exists.
- “Seamless” when integrations, controls, or exceptions are material.
- Unsupported superlatives, fake scarcity, fake certification seals, and trust badges.
- Vague claims such as “optimized finance” without a mechanism or outcome.

## Trust Standard

Every public proof item should answer:

1. What is the claim?
2. What supports it?
3. When was it verified?
4. What is the scope?
5. What remains private or unverified?
6. Who owns the next decision?

Trust is behavioral. The portfolio should never publish client credentials, account numbers, employee records, raw payroll, customer data, or unredacted transaction details. Redaction must be irreversible in the published file, not a removable overlay.

## File Inventory

- `assets/dm-ledger-mark.svg` - primary custom vector mark
- `assets/dm-ledger-mark-reverse.svg` - reverse mark
- `assets/dm-mark-mono-ink.svg` - monochrome ink mark
- `assets/dm-mark-mono-white.svg` - monochrome white mark
- `assets/dm-wordmark.svg` - horizontal wordmark
- `assets/dm-stacked-lockup.svg` - stacked lockup
- `assets/review-line-pattern.svg` - evidence-grid graphic device
- `assets/dm-document-cover.svg` - document-cover application
- `assets/dm-video-title-card.svg` - video title-card application
- `assets/favicon.svg` - browser icon
- `assets/diego-daniel-moro-social-card.png` - social-sharing image
- `brand/brand-tokens.css` - reusable design tokens
- `brand/VISUAL_IDENTITY.md` - official visual identity standards
- `brand.html` - public brand book

## Governance

This is the official version 2.0 system. New pages, CV supplements, case studies, video covers, and social posts should use these assets and rules. Change the system only when the new rule improves recognition, usability, or evidence quality across multiple artifacts; do not create one-off visual variants for individual posts.