# Nuuptech identity system

Working guide to apply the Nuuptech brand to documents, apps, presentations and print. Version 2026.10 (2026-10-06). Full page: https://www.nuuptech.com/en/brand/

Uniting technologies — Nuup means “to unite” in Maya; tech, technology. The symbol is a low-poly feathered serpent drawn on the golden ratio: it unites Mesoamerican roots with engineering.

## Rules that never break

- Always use the official logo files; never redraw the logo or retype the name in a font.
- Red is an accent: under 8% of any piece. Build hierarchy with type and space.
- Screens and apps: dark theme by default. Documents and print: light theme (white background).
- All type outside the logo is Geist (text) and Geist Mono (data, labels, code).
- Red text on white: use #AE181F (not #E8232B, which fails AA contrast for small text).
- In running text the brand is written “Nuuptech” (capital N, one word).

## Logo

URL pattern: https://www.nuuptech.com/marca/logos/nuuptech-<form>-<color>.<svg|png>. Color names are Spanish: “color” = for light backgrounds; “negativo” = full color for dark backgrounds; “negro” (black) and “blanco” (white) = one ink. Forms: horizontal, vertical, simbolo (symbol), logotipo (wordmark), logotipo-sin-lema (wordmark without tagline).

| Forms | Use | colors |
| --- | --- | --- |
| `horizontal` (Horizontal) | Preferred version: documents, web, signatures, presentations. | color, negativo, negro, blanco |
| `vertical` (Vertical) | Square or vertical formats: covers, stickers, banners, merch. | color, negativo, negro, blanco |
| `simbolo` (Symbol) | Avatars, app icons, seals and places where the name is already present. | color, negro, blanco |
| `logotipo` (Wordmark with tagline) | Single-ink engraving and embroidery (bottles, pens, hoodies). | negro, blanco |
| `logotipo-sin-lema` (Wordmark without tagline) | Sizes where the tagline no longer reads (under 120 px wide). | negro, blanco |

- Horizontal, full color: https://www.nuuptech.com/marca/logos/nuuptech-horizontal-color.svg
- Horizontal for dark backgrounds: https://www.nuuptech.com/marca/logos/nuuptech-horizontal-negativo.svg
- Symbol: https://www.nuuptech.com/marca/logos/nuuptech-simbolo-color.svg
- Full kit (ZIP): https://www.nuuptech.com/marca/nuuptech-kit-de-marca.zip

### Clear space

Around the horizontal lockup keep half the symbol’s height clear; around the vertical, a quarter. No text, edge or other brand enters that zone. The logo never covers more than 75% of the surface, nor less than 15% when it is the hero of the piece.

### Minimum sizes

| Forms | Screen | Print |
| --- | --- | --- |
| horizontal | 120 px | 30 mm |
| vertical | 72 px | 18 mm |
| simbolo | 24 px | 6 mm |

### Misuse

- Retype the name in another font
- Stretch, squash or skew
- Recolor the symbol outside the official versions
- Place it over busy photos or backgrounds
- Add shadows, outlines, glows or 3D
- Rearrange symbol and name or change their ratio

## Color

### Screen

- Brand red: #E8232B (RGB 232 35 43)
- Graphite (dark background): #0B0B0F
- Corporate black: #231F20

### Print (2019 manual inks)

| Name | Pantone | CMYK | RGB | HEX | Use |
| --- | --- | --- | --- | --- | --- |
| Red 173 | 173 C | 8 91 95 1 | 216 49 28 | #D8311C | Main ink for print |
| Red 7579 | 7579 C | 0 87 87 0 | 231 59 40 | #E73B28 | Bright fills and accents |
| Red 7621 | 7621 C | 21 100 92 15 | 174 24 31 | #AE181F | Shadows, red text on paper |
| Black | Neutral Black C | 0 0 0 100 | 35 31 32 | #231F20 | Logotype and text |

### Symbol reds (low-poly illustration only)

#EE302C · #DC2E29 · #C01D2A · #BC1C2A · #AC1B29 · #8F1218

### Interface tokens

| token | Dark (web, apps, on-screen presentations) | Light (documents, print, back-office apps) |
| --- | --- | --- |
| `bg` | #0B0B0F | #F7F7F8 |
| `surface` | #131318 | #FFFFFF |
| `surface2` | #1B1B22 | #EFEFF2 |
| `line` | rgba(255, 255, 255, 0.08) | rgba(11, 11, 15, 0.10) |
| `line-strong` | rgba(255, 255, 255, 0.14) | rgba(11, 11, 15, 0.18) |
| `text` | #F5F5F6 | #16161B |
| `text-soft` | #B8B8C0 | #44444E |
| `text-muted` | #A0A0AC | #62626D |
| `brand` | #E8232B | #D81F26 |
| `brand-text` | #FF3B41 | #AE181F |
| `brand-cta` | #D81F26 | #C4151C |
| `brand-deep` | #8F1218 | #8F1218 |
| `brand-soft` | rgba(232, 35, 43, 0.12) | rgba(232, 35, 43, 0.08) |
| `success` | #2FBF71 | #156B3F |
| `warning` | #E5A53D | #8A5700 |
| `error` | #FF5A5F | #B42318 |
| `info` | #4E9CF5 | #2563C9 |
| `sunken` | #07070A | #F7F7F8 |
| `overlay` | rgba(7, 7, 10, 0.94) | #FFFFFF |
| `on-brand` | #FFFFFF | #FFFFFF |
| `data-cyan` | #4FC3DD | #0E7490 |
| `data-violet` | #A78BFA | #7C3AED |
| `data-slate` | #98A2B3 | #64748B |

## Typography

- Geist (text, headings): https://fonts.google.com/specimen/Geist
- Geist Mono (data, labels, code): https://fonts.google.com/specimen/Geist+Mono
- The name inside the logo is custom lettering (drawn Dream Orphans): never re-typeset it.
- If Geist is not installed: Helvetica Neue / Helvetica (Mac) or Segoe UI (Windows). Not allowed in official documents: Arial, Times New Roman, Century Gothic and Comic Sans (2019 manual).

### Document scale

| Style | pt | Weight |
| --- | --- | --- |
| Title | 18 | Bold |
| Heading 1 | 14 | Bold |
| Heading 2 (red 7621) | 11.5 | Bold |
| Body | 10.5 | Regular |
| Note | 8.5 | Regular |
| Footer | 7.5 | Regular |

## Templates

- **Letterhead** (Word · Carta 21.59 × 27.94 cm): https://www.nuuptech.com/marca/plantillas/nuuptech-hoja-membretada.docx — Editable in Word, Pages and LibreOffice. Embeds Geist, includes Title/Heading 1/Heading 2/Note styles and a footer with legal data and automatic page numbers.

### Reference formats

| Piece | Size | Spec |
| --- | --- | --- |
| Letterhead | 21.59 × 27.94 cm | US Letter · bond 90 g · inks 173 C, 7579 C, Neutral Black · full bleed: +3 mm per side |
| Business card | 9 × 5 cm | Coated 150 g, matte lamination, spot varnish |
| Envelope | 11 × 22 cm | Bond 150 g |
| Letter folder | 22 × 29 cm | Matte coated 150 g |
| Notebook | 14 × 21 cm | Hardcover, gloss lamination |
| Sticker | 5 × 5 cm | Varnished adhesive |
| Rubber stamp | 4 × 4 cm | Symbol or wordmark, one ink |
| Signage | 10.5 × 24 cm | Black field, red triangles at the base |
| Slide deck | 1920 × 1080 px (16:9) | Dark theme; light for print |
| Social / app avatar | 1024 × 1024 px | Symbol at 68% on graphite or white |
| Share image (OG) | 1200 × 630 px | Graphite background, grid, title and logo |

## Company data

- Tagline: Uniting technologies
- Correct: Nuuptech · Wrong: NuupTech, NUUPTECH, Nuup Tech, nuuptech (en texto corrido), NuupTech AI
- Mexico: Nuuptech S.A. de C.V. · RFC NUU140207K61 · Calle Manuel J. Clouthier 1123, Piso 1, Col. Pilares, C.P. 52179, Metepec, Estado de México
- El Salvador: Nuuptech El Salvador, S.A. de C.V. · Calle La Mascota No. 533, Colonia San Benito, San Salvador, El Salvador
- Contact: hola@nuuptech.com · www.nuuptech.com

## Tokens for code

- CSS: https://www.nuuptech.com/marca/tokens.css
- JSON: https://www.nuuptech.com/marca/tokens.json