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Brand guidelines

Servicio.ar visual identity

A technical service brand that reads like a tool: precise, flat and unadorned. This document defines how it is built and used.

02

Mark

Fixed-jaw wrench built on a 24-unit grid and rotated 45°. Chamfered head, 2.8-unit handle and 2.8-unit jaw. Single ink, no strokes or gradients. Minimum clear space: half its height.

  • 64px
  • 40px
  • 24px
  • 16px

03

Relationship with Paradise Host

Servicio.ar belongs to Paradise Host® S.A. The logotype is always used on its own, framed by its crop marks; group membership is communicated with the official Paradise Host logo in the hero, the legal footer and this page (positive or negative per theme).

SERVICIO.AR
Paradise HostbyParadise Host

04

Colour

Two-theme monochrome system. Light: white and black. Dark: dark grey and white. No accents, gradients or coloured shadows; hierarchy comes from ink, size and hairlines.

Light mode

  • Background

    #FFFFFF

    --bg

  • Ink

    #0A0A0A

    --fg

  • Secondary ink

    #5C5C5C

    --muted

  • Hairline

    #E0E0E0

    --line

  • Surface

    #F7F7F7

    --surface

Dark mode

  • Background

    #181818

    --bg

  • Ink

    #FFFFFF

    --fg

  • Secondary ink

    #A3A3A3

    --muted

  • Hairline

    #3A3A3A

    --line

  • Surface

    #202020

    --surface

Paradise Host (byline only)

#6C4796

05

Typography

IBM Plex Sans for headings and text; IBM Plex Mono for labels, technical data and microcopy in uppercase with wide tracking. Headings use tight leading (0.95–1.1) and negative tracking.

IBM Plex Sans · Semibold · 600 · tracking -0.02em

Specialized support and IT solutions

IBM Plex Sans · Regular · 400 · 16–18px

We repair, optimize and protect PCs, laptops and consoles across Buenos Aires City and the Northern Zone.

IBM Plex Mono · Regular · 400 · uppercase · tracking 0.14em

CABA — NORTHERN ZONE · 34.6037° S · 58.3816° W

Aa

H1 · 3–5.5rem

Aa

H2 · 1.875–2.75rem

Aa

Body · 1rem

Aa

Mono · 0.6875rem

06

Principles

Rules that make the system recognisable beyond the logo.

  1. 01

    Zero radius

    No element has rounded corners: buttons, fields, cards, images.

  2. 02

    Hairlines

    Divisions are 1px lines (line token) and 1px-gap grids, never shadows.

  3. 03

    No effects

    No gradients, glow, blur or soft shadows. Contrast comes from ink.

  4. 04

    Mono as metadata

    Any technical data (numbers, states, labels) is set in IBM Plex Mono, uppercase, tracking 0.12–0.16em.

  5. 05

    Numbering

    Lists and steps are numbered with two digits (01, 02…) in mono and secondary ink.

  6. 06

    Iconography

    1.75px stroke icons (Lucide) and third-party marks in a single ink.

07

Components

Base UI pieces, always with zero radius.

btn-primarybtn-secondary WhatsApp
tageyebrow
  • gap-px
  • border-line
  • bg-line

08

Incorrect usage

  • ✕Do not apply colour, gradients or shadows to the mark.
  • ✕Do not use the mark at any angle other than 45° or unrotated.
  • ✕Do not place the logotype over photography without a solid background block.
  • ✕Do not round corners of containers, buttons or images.
  • ✕Do not replace IBM Plex typefaces.
  • ✕Do not stretch or condense the wordmark.

09

Downloads