Corporate Identity
Manual
Official guide for the use, application and guidelines of the D3sconocidos® brand. Ensures visual and communicative consistency across all channels.
01 — Brand
Who we are
D3sconocidos® eradicates operational chaos in traditional companies and transforms them into high-performance organizations through the D3 Method.
Corporate values
02 — Construction and Application
The logotype
The D3sconocidos® logotype combines an iconic "D3" symbol with custom typography. Three official versions exist depending on the context of use.
Protection zone
Minimum space equivalent to the height of the "D" in the symbol. No graphic element may invade this zone.
Minimum sizes
Digital: full logotype min. 120px, symbol min. 32px. Print: full logotype min. 30mm, symbol min. 8mm.
03 — Corporate Colors
Color palette
The colors of D3sconocidos® communicate transformation, rigor and trust. The purple-to-blue gradient is the central chromatic element of the identity.
Primary colors
Complementary colors
Chromatic applications
04 — Typography
Typographic system
The D3sconocidos® type family consists of Montserrat and Open Sans, chosen for their modernity, legibility and versatility.
05 — Brand Voice
How D3sconocidos® speaks
The voice is constant — we are always the same. The tone varies by context: direct when facing problems, empathetic when teaching, rigorous when diagnosing.
Do
"Your company has classic operational chaos in the sales area. Here is the diagnosis and the 3 steps of the D3 Method to resolve it this week."
Direct, actionable, uses the brand's language.
Avoid
"In today's dynamic business world, organizations face multiple challenges that require innovative solutions."
Generic, vague, no real value or brand connection.
Do
"We detected that your technical past is blocking your growth. That has a solution. The D3 Method starts with a 48-hour diagnosis."
Empathetic, uses the brand's vocabulary, drives to action.
Avoid
"Great question! I'm super excited to help you with this fascinating topic about digital business transformation."
False enthusiasm. Not authentic for a high-performance brand.
Do
"70% of companies in Latin America don't close because of lack of money — they close because of operational chaos. D3sconocidos® exists to change that."
Data + brand-specific problem + purpose.
Avoid
"We are leaders in world-class solutions that empower synergies to maximize your organization's potential."
Empty corporate jargon. Contradicts the transparency value.
Tone variables
energy
Motivating but grounded. Celebrate achievements with facts, not adjectives. Always connect to business impact.
density
High. More useful information per sentence. Eliminate filler. Every sentence must contribute something concrete to the client's problem.
proximity
Close but professional. Like a consulting diagnosis, not a corporate chatbot or an informal friend.
humor
Subtle and contextual. Only when the context allows. Never in topics of crisis, operational losses or client complaints.
empathy
High. Acknowledge the effort before giving critical feedback. Operational chaos is painful — approach from that understanding.
authority
Grounded in the D3 Method and client data. Not in titles. Cite transformation cases when possible.