02 Expressions · 01

Graphic system

The icon generates the system. Three derivatives, one rule: prolong only the straight segments — curves and radii stay intact.

The derivation chain

1. El punto — the Bugambilia square in the wordmark’s “n” gap. The single point of saturation.
2. The icon — el punto meets the big square and seats in its corner step. A speech bubble with nothing left to remove.
3. The positive container — the icon stretched into a surface.
4. The conversation module — the same form speaking.

If a shape cannot be traced back to the icon through these steps, it does not belong to the brand.

Positive container

The icon stretched into a solid surface that contains text, logos, or CTAs. Bugambilia with Lienzo type, or Lienzo with Núcleo type. 20px inner radius, square outer corners, generous inner air.

Negative container

A window that frames images — the same geometry used as a mask. Text enters through a squared corner. Photography breathes inside the brand’s form without effects or overlays.

Conversation module

Chat bubbles derived from the icon’s shape — the bubble’s tail is the icon’s step.

In marketing, the module is full Bugambilia with Lienzo display type: short lines, large sizes. In product chat, agent bubbles use the subtle Bugambilia tint with dark ink — full-intensity pink fails contrast for body text; reading surfaces are never saturated. User bubbles are surface plus hairline.

Rules for any new expression

• Always start from the icon.
• The small square never changes proportion relative to the big one.
• Only approved combinations: Bugambilia with Lienzo, Lienzo with Núcleo.
• No shadows, no outlines, no deformation. The form is sufficient.