01 Foundations · 02

Logo

Two marks, one dot. The wordmark carries the name; the icon carries the geometry. El punto — the Bugambilia square — is the brand’s single point of saturation.

The wordmark

Lowercase “semantiks” with one Bugambilia square dot seated in the gap of the “n”. The dot is always Bugambilia. It never changes color.

The icon

A large square with a small square seated at its corner step — an L-notch. Inner corners rounded, outer corners square. A conversation reduced to its minimal geometry: a speech bubble with nothing left to remove.

Safe area

The base unit x is the width of the wordmark’s “s”. For the icon, x is the icon itself. Keep an x of clear space on all sides. Nothing may intrude — text, images, edges.

Approved treatments

There are exactly four:

1. Núcleo wordmark + Bugambilia dot on Lienzo backgrounds.
2. Lienzo wordmark + Bugambilia dot on Núcleo backgrounds.
3. Lienzo wordmark on Bugambilia backgrounds.
4. Lienzo wordmark + Bugambilia dot over photography.

Never

• No shadows or graphic effects on the marks.
• No mirroring, rotation, or distortion.
• No outline or contour versions.
• No other colors — the dot never changes.
• No changed proportions between elements.
• No alternate versions over photographs.

Where the icon comes from

The most subtle and most important geometry in the brand. Every new expression must be traceable to this chain:

1. El punto — the Bugambilia square in the wordmark’s “n” gap.
2. The icon — that square meets the big square and seats in its corner step.
3. The positive container — the icon stretched into a surface. Prolong only the straight segments; curves stay intact.
4. The conversation module — the same form speaking. The bubble’s tail is the icon’s step.

If a shape cannot be traced back to the icon through these steps, it does not belong to the brand. The full derivation lives in Expressions → Graphic system.