Purpose
Help people and teams ship digital products with judgment: solid code, intentional design and clear strategy.
Brand Guideline
Brand guidelines.
A visual and verbal system that defines how the Daniel Jiménez brand looks, sounds and behaves across every touchpoint.
01
Brand Overview
Brand Vision
Be the go-to freelance reference in Latin America bridging engineering, design and marketing in one voice.
Brand Mission
Deliver end-to-end digital products —from idea to deploy— with focus on quality, speed and honest communication.
Brand Promise
One person, three disciplines, zero middlemen. From wireframe to production code.
Positioning Statement
For founders and teams that need to move fast without losing judgment, Daniel is the full-stack freelancer who blends development, design and marketing in a single project.
Target Audience
Early-stage startups, digital SMBs, agencies looking for a technical-creative partner and product teams needing a cross-functional specialist.
Core Values
Precision, honesty, craft, curiosity, ownership.
Tone of Voice
Direct, specific, unadorned. Speaks like an expert that doesn't need to prove it.
Brand Personality
CasualFormal
→ Formal
ClassicModern
→ Modern
SeriousFriendly
→ Friendly
GenericPrecise
→ Precise
02
Brand Logo
Primary Logo
Main mark in cerulean blue on dark ground. Preferred use across all communication.
Logo Structure
Built on a modular grid with circular arcs and a golden ratio spiral (φ ≈ 1.618) governing the terminal curl.
Clear Space
Always maintain a clear area equal to the height of the mark (x) on all four sides.
24px40px64px96pxLogo Scale
Minimum size: 24px in digital, 10mm in print. Always scale proportionally.
Logo Variation
Horizontal lockup, isotype and reduced version for favicon and avatars.
Logo Background
Dark backgrounds are preferred. On light backgrounds, use the contrast version.
Monochrome Version
Pure white on dark grounds; pure black on light. No gradients in mono versions.
Placements
Top-left in interfaces, centered on graphic pieces, and as a signature footer on documents.
Logo Misuses
Do not rotate, distort, add shadows, recolor or break the clear space.
App Icon
Isotype centered on cerulean background with platform-appropriate rounded corners.
Favicon
Simplified isotype optimized for 32×32 and 16×16 pixels.
03
Brand Color
Palette derived from the mark. Cerulean blue anchors the brand; dark tones provide technical depth.
Primary
Cerulean Blue
#3AB5E8
RGB 58, 181, 232
Accent
Sky Highlight
#7DD4F5
RGB 125, 212, 245
Deep Blue
Ocean Depth
#1B7FB5
RGB 27, 127, 181
Background
Midnight Navy
#08101E
RGB 8, 16, 30
Surface
Deep Slate
#0E1A2E
RGB 14, 26, 46
Foreground
Frost White
#E8F0F8
RGB 232, 240, 248
Blue is reserved for CTAs, links and interactive elements. Greys and navys are the ground. Yellow, red and green accents are used sparingly to categorize content.
04
Typography
Primary Typeface
Aa
Gabarito
Gabarito — geometric, confident and distinctly digital. Headlines and display.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 .,:;!?
Secondary Typeface
Aa
Inter
Inter — neutral, readable and functional. Body copy, UI and microcopy.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 .,:;!?
Hierarchy
Display · 64px
Heading 1 · 40px
Heading 2 · 28px
Body Large · 18px
Body · 16px
Caption · 12px
Display 64px · H1 40px · H2 28px · Body Large 18px · Body 16px · Caption 12px. Tighter tracking on large sizes.
05
Graphic Elements
Icons
Linear icon set, 1.5px stroke, slightly rounded corners. Consistent with the mark geometry.
Icon Set
Brand Patterns
Patterns based on circular arcs and modular grids. Subtle use as backgrounds or dividers.
Pattern
06
Stationery & Print
Business Card
Letterhead
Envelope
ID Card
Notepad & Pen
07
Apparel & Merch
T-Shirt
Polo T-Shirt
Hoodie
Cap
Tote Bag
Mug & Water Bottle
08
Digital Applications
Website
X Profile
Facebook Profile
Instagram Post
Website & Mobile Mockup
09
Posters & Banners
Indoor & Outdoor Posters
Outdoor Banner
Indoor Banner