# Diego Daniel Moro Visual Identity Standards

Version 2.0 - July 12, 2026

## 1. Identity Summary

**Official name:** Diego Daniel Moro  
**Descriptor:** Evidence-backed finance operations  
**Primary line:** Decision-grade finance. Built to survive review.  
**Visual concept:** The Review Line

The visual identity should feel calm, rigorous, modern, and accountable. Its purpose is not to imitate a large consulting firm. It should make a founder, CFO, controller, or finance systems leader expect clear thinking, controlled execution, and honest boundaries.

The system has four recognizable elements:

1. The custom DM monogram.
2. The signal-green Review Corner.
3. Thin evidence rails and structured metadata.
4. Dense but quiet Inter typography on cool neutral fields.

Inter by itself is not a brand. Recognition comes from repeating the entire system.

## 2. The Review Line

The Review Line is the central graphic device. It appears as a signal-green L-shaped corner, a short terminal line, or a controlled edge on a proof frame.

It means: the work has reached a visible review point.

Use it to identify:

- Verified evidence.
- A document or system boundary.
- The end of a decision path.
- A frame containing source, scope, owner, or date metadata.

Do not use it as random decoration. One dominant Review Line per composition is usually enough. It should never look like a checkmark, certification seal, or compliance badge.

## 3. Logo System

### Primary mark

`assets/dm-ledger-mark.svg`

The custom vector DM monogram is the official primary mark. It no longer depends on a font rendering correctly. The dark tile communicates structure; the signal-green corner communicates review and evidence.

### Reverse mark

`assets/dm-ledger-mark-reverse.svg`

Use on ink or dark photographic fields. The green is the accessible Evidence Green on a white field.

### Monochrome marks

- `assets/dm-mark-mono-ink.svg`
- `assets/dm-mark-mono-white.svg`

Use when color reproduction is not reliable, including one-color print, embossing, or third-party systems that permit only a single ink.

### Lockups

- `assets/dm-wordmark.svg` - primary horizontal lockup.
- `assets/dm-stacked-lockup.svg` - centered or square-format lockup.

### Clear space

Keep clear space equal to one quarter of the mark width on all sides. No text, border, crop, or competing shape may enter that area.

### Minimum size

- Digital mark: 24 px.
- Preferred navigation mark: 36 px.
- Print mark: 8 mm.
- Horizontal wordmark: 150 px digital or 40 mm print.

### Never

- Recreate the monogram with typed letters.
- Remove or reposition the Review Corner.
- Stretch, rotate, outline, bevel, or shadow the mark.
- Put the primary mark on a field with insufficient contrast.
- place the mark inside another decorative badge.

## 4. Color System

### Foundation

| Name | Hex | Use |
| --- | --- | --- |
| Ink | `#101827` | Primary text, structure, primary mark |
| White | `#FFFFFF` | Panels, reverse text, clear space |
| Cloud | `#F4F6F9` | Main workspace background |
| Cloud Deep | `#E9EDF4` | Secondary neutral bands |
| Steel | `#586174` | Supporting text |
| Subtle | `#788196` | Metadata and inactive context |
| Line | `#D8DDE7` | Rules, tables, frames |

### Semantic colors

| Name | Hex | Meaning |
| --- | --- | --- |
| Evidence Green | `#08705D` | Verified, sourced, complete |
| Decision Blue | `#2457D6` | Action, navigation, decision |
| Review Amber | `#9B6500` | Pending review, caveat, attention |
| Risk Red | `#B42318` | Error, exception, genuine risk |

### Signature color

**Signal Green:** `#20A47A`

Signal Green is the distinctive graphic color used in the Review Line, large chart marks, and non-text accents. It is not approved for normal-sized body text on white. Use Evidence Green when green text must be accessible.

### Color behavior

- Green must communicate evidence or review state, not generic decoration.
- Blue must communicate action, navigation, or a planned decision.
- Amber must communicate an open review, never a completed state.
- Red must be rare. If red appears, the reader should understand what is wrong.
- Keep at least 70 percent of most compositions neutral.

## 5. Typography

Use Inter with Arial as fallback.

| Role | Weight | Typical size |
| --- | --- | --- |
| Display | 700 | 48-64 px web |
| Section title | 700 | 28-38 px web |
| Subheading | 700 | 16-21 px web |
| Body | 400 | 15-19 px web |
| Metadata | 400 or 700 | 10-13 px web |

Rules:

- Use sentence case.
- Keep letter spacing at zero.
- Use tabular numerals for money, dates, percentages, periods, and operational metrics.
- Avoid long all-caps text. All caps is reserved for short labels and coordinates.
- Bold the decision, not whole paragraphs.
- Do not use a decorative secondary font.

## 6. Grid, Spacing, and Shape

- Base unit: 8 px.
- Compact metadata may use 4 px increments.
- Controls: 6 px radius.
- Panels: 8 px maximum radius.
- Primary rules: 1 px.
- Review Lines: 4 px digital or visually equivalent in print.
- Use borders before shadows. Shadows indicate true elevation only.
- Use full-width bands and unframed sections. Cards are for repeated evidence, tools, or individually selectable objects.
- Never nest decorative cards.

The optional Evidence Grid uses 80 px major cells in large-format assets. It should be very low contrast and should not compete with text or real data.

## 7. Evidence Frames

An Evidence Frame is a rectangular content area with:

- A one-pixel neutral border.
- One Review Corner or short evidence rail.
- Clear source, scope, owner, and verification metadata when relevant.
- No fake seal, rating, or badge.

Use Evidence Frames for case-study verification, artifact previews, report covers, and selected system diagrams.

## 8. Data Visualization

Use color semantically:

- Actual or verified: Evidence Green.
- Plan, target, or decision path: Decision Blue.
- Pending review: Review Amber.
- Exception or breach: Risk Red.
- Historical context or comparison: Steel and Line grays.

Additional rules:

- Label lines and bars directly when space permits.
- Do not use green and red as the only distinction; include labels, symbols, or line styles.
- Use zero baselines for bars unless the chart explicitly explains otherwise.
- Avoid 3D charts, decorative gauges, excessive gridlines, and rainbow category palettes.
- Keep financial numbers tabular and retain units in labels.

## 9. Photography and Screenshots

Preferred visual evidence:

- Real system interfaces.
- Redacted operating documents.
- Real dashboards and workpapers.
- Clear diagrams of actual system boundaries.

Treatment:

- Preserve enough context to show what the system is.
- Redact irreversibly before publication.
- Use a neutral one-pixel frame.
- Add a short factual caption.
- Do not blur a screenshot until it becomes decorative atmosphere.
- Do not use stock images of offices, handshakes, city skylines, calculators, or generic dashboards.

## 10. Motion and Video

- Motion should explain hierarchy or state change.
- Standard transition: 160 ms ease.
- Avoid bouncing, pulsing, parallax, or decorative looping animation.
- Video title cards should hold for 1.5-2.5 seconds.
- Use the Review Line as the entrance or closing motion: draw the horizontal segment, then the vertical segment.
- Captions should use Inter and remain inside title-safe margins.

Use `assets/dm-video-title-card.svg` as the official 16:9 starting point.

## 11. Application System

### Portfolio and case studies

Use the mark in navigation, evidence rails on verified content, short green labels, cool neutral backgrounds, and explicit verification dates.

### Documents and proposals

Use `assets/dm-document-cover.svg` as the cover system. Keep title, purpose, source, scope, owner, and date visible. Do not add generic taglines to technical workpapers.

### Social cards

Use the existing 1200 x 630 social card system: one literal topic, one supporting sentence, one mark, and the portfolio domain. Avoid quote-card clutter.

### CVs

CVs remain ATS-first. Use Inter, Ink, Steel, Decision Blue links, and neutral rules. The full logo should not displace name, role, contact information, or keywords.

## 12. Recognition Test

Before publishing, hide the name and ask:

1. Is the Review Line visible but restrained?
2. Does the page use the official neutral and semantic colors correctly?
3. Is the hierarchy unmistakably Inter, dense, and calm?
4. Are source, scope, date, or ownership visible where trust matters?
5. Does the composition contain real evidence rather than generic decoration?

If at least four answers are yes, the application should remain recognizable without relying only on the name.

## 13. Official Files

- `assets/dm-ledger-mark.svg`
- `assets/dm-ledger-mark-reverse.svg`
- `assets/dm-mark-mono-ink.svg`
- `assets/dm-mark-mono-white.svg`
- `assets/dm-wordmark.svg`
- `assets/dm-stacked-lockup.svg`
- `assets/review-line-pattern.svg`
- `assets/dm-document-cover.svg`
- `assets/dm-video-title-card.svg`
- `brand/brand-tokens.css`
- `brand/BRAND_GUIDELINES.md`
- `brand/VISUAL_IDENTITY.md`
- `brand.html`

This is the official visual identity system. New visual variants require a repeatable use case across more than one artifact, not a one-off preference.