# Roca Beneficios: brand kit

The canonical brand contract. Everything visual or verbal that ships under the
Roca name follows this file; when something here conflicts with an older doc
(including `creative/landing-v2/brand-kit.md`), this file wins.

## Identity

- The name is **Roca Beneficios**. Casing is "Roca": not "RoCa", not "ROCA".
  The legacy all-caps logo is archived in `logos/roca-legacy.jpg` as reference.
- **"Roca" is just a name.** Never illustrate stone, rock, mountains or
  geology anywhere in the brand.
- The mark is the **ringed O**: a warm gold ring around a vivid violet disc.
  It descends from the legacy logo's ringed O, recolored into the clay
  palette. In 3D it becomes the clay "ring planet" (`logos/roca-mark-clay.jpg`).
- **The official logo (chosen 2026-09-04)** is the caps lockup sculpted in
  clay: ROCA in vivid violet #7C3AED plasticine (same clay as the disc),
  the O a gold clay ring with a violet disc, BENEFICIOS letterspaced in ink
  beneath
  (`logos/roca-logo-clay.jpg`, transparent version
  `roca-logo-clay-transparent.png`, flat vector twin `roca-caps-final.svg`
  and `roca-caps-final-ondark.svg`). The narrative, told in one breath:
  **el anillo de oro es la nómina, el ciclo que siempre regresa; el violeta
  es Roca: las letras y el centro son la misma arcilla, lo que vive
  protegido dentro del ciclo.** The caps and
  the ringed O come from the legacy mark; the clay, the gold and the violet
  come from this brand. **Rebrand 2026-09: the clay lockup itself IS the
  site chrome**: nav, footer and sidebar render the tight-cropped
  transparent render (`public/brand/roca-lockup-violeta.png`) via
  `src/components/brand/logo.tsx`. The flat caps SVGs remain the
  print/small-size form; the lowercase text lockup is retired to the kit
  as a compact fallback.
- **Heritage indigo `#2C00A8`** stays archived with the legacy logo only;
  since the violeta decision (2026-09-04) it appears in no live surface.
- The world is **handcrafted clay**: a mockumentary office (Papelería El
  Progreso) where the cast works, filmed with soft light and toy-diorama
  depth of field.

## Voice

Straightforward, warm, LP-minded when talking to investors. No buzzwords, no
hype. Never use em dashes; use commas, colons, periods, and write ranges as
"X to Y". No rate or yield numbers in marketing surfaces (saying "tasa fija"
exists is fine). Claims stay operational and honest: "mismo día hábil" always
carries the before-noon nuance.

## Logos (`logos/`)

| File | Use |
|---|---|
| `roca-logo-clay.jpg` / `-transparent.png` | THE logo (clay render + cutout) |
| `roca-caps-final.svg` / `-ondark.svg` | Flat vector twin: print, small sizes |
| `roca-mark.svg` | The mark alone: favicons, avatars, bullets |
| `roca-mark-ink.svg`, `roca-mark-white.svg` | Monochrome contexts |
| `roca-mark-clay.jpg` | Photographic hero of the mark (decks, og) |
| `png/` | Raster exports of each SVG |
| `roca-legacy.jpg` | The pre-2026 logo, archived, do not use |
| `archive/` | Retired lowercase lockups (pre-violeta rebrand), do not use |

Rules: clear space around the wordmark of at least the height of the "o".
Minimum sizes: mark 16px, wordmark 120px wide. Do not recolor outside the
palette, do not stretch, do not add shadows (the clay world already has
them), do not set the wordmark in any font other than Nunito.

Type in the lockup: "Roca" in Nunito Black, ink `#332F3A`; "Beneficios" in
Nunito Bold, violet `#7C3AED` (gold `#E8B54A` on dark). Source of truth for
regeneration: `creative/brand-kit/` scripts referenced in the PR that
introduced this kit; fonts are Google Fonts Nunito (OFL).

## Palette (`palette/palette.svg`)

`src/app/globals.css` is the machine source of truth. Headlines:

| Role | Hex |
|---|---|
| Canvas | `#F4F1FA` |
| Ink / soft ink | `#332F3A` / `#4A4552` |
| Vivid violet (primary) | `#7C3AED` |
| Warm gold (accent) | `#E8B54A` |
| Lavenders | `#C9ABE0` `#D0B7EA` `#E4DCF2` |
| Hot pink (product accent) | `#DB2777` |
| Clay nav bar | `#9E77C8` |
| App sidebar | `#9E77C8` (same clay as the nav) |
| Status | success `#16A34A` · warning `#E8B54A` · danger `#EF4444` · info `#9E77C8` |

Superseded: the old brand doc's Rosa `#EC4899` and Verde `#22C55E` gave way
to `#DB2777` and `#10B981` as shipped in globals.css.

## Typography

- **Nunito** (700 to 900): headings and the wordmark. `--font-heading`.
- **DM Sans** (400 to 700): body. `--font-sans`.
- **Geist Mono**: numbers and tabular data. `--font-mono`.

## Claymorphism

Radii `--radius-clay: 20px` and `--radius-clay-lg: 32px` (nav uses 26px).
Shadows are the 4-layer stacks in globals.css (`--shadow-clay-*`): outer
dark `rgba(160,150,180,…)`, outer light white, inner violet tint, inner
white. The grain overlay is `public/landing/img/clay-texture.webp` at
opacity 30 with `mix-blend-soft-light`; solid clay fills live in
`textures/clay-violet.jpg` and `textures/clay-gold.jpg`.

## The cast (`characters/`)

Five locked characters. One master per character; every new generation
references the master image, never redesigns. Full bios and cast rules in
`creative/landing-v2/character-cast.md`.

| Character | Role | Signature |
|---|---|---|
| Beto | Almacén, the employee | Pink polo, lanyard, expressive eyebrows |
| Lupita | Recursos Humanos, protagonist | Purple cardigan, glasses on a chain, name tag |
| Don Rafa | Finanzas, converted skeptic | Mustache, reading glasses low, sweater vest, sky-blue tie |
| Sofi | Directora, empresa aliada | Sky-blue blazer, laptop, oversized coffee |
| Lic. Germán | Director General, comic relief | Purple tie askew, proud stance, JEFE mug |

Files per character: `<name>-master.jpg` (canonical look),
`<name>-cutout.png` (transparent), `<name>-expressions.jpg` (expression
sheet). Group shot: `cast-lineup.jpg`. Germán's mug (`prop-mug.png`) was the
site favicon until the ringed O took over; it remains his prop.

Cast rules: nobody is the butt of a money joke; skin tones and builds stay
locked per character; no real logos, no readable screens, no real-person
likeness.

## Prompt library

All images: **nano_banana_pro**, resolution 1k. Character work attaches the
master as `image_references`. Video: Seedance 2.5 with `mode:
"omni_reference"` when referencing stills (Veo frames-to-video was used for
the hero film). Cutouts: `remove_background` on the master.

### Master STYLE block (prefix of every image prompt)

> Handcrafted claymation 3D render, matte plasticine texture with subtle
> fingerprints, soft top-left studio key light, gentle shadows, toy-diorama
> depth of field. Background solid #F4F1FA. Palette: vivid violet #7C3AED,
> warm gold #E8B54A, lavender family #C9ABE0/#D0B7EA/#E4DCF2, ink #332F3A.
> Never illustrate stone, rock, or mountains (Roca is just a name). No real
> logos, no readable screens, no text unless specified.

### Templates

**Expression sheet** (16:9, master as reference):
> [STYLE] Character expression sheet, one full-body reference of the
> character on the left standing head-to-toe, and a 2x2 grid of
> head-and-shoulders portraits on the right showing varied expressions:
> {four expressions}. Identical clay character in every view, exactly the
> person in the reference image with unchanged design: {signature}.
> Identical proportions, outfit and colors in all views. Single subject
> only, no other people, no props, no furniture, no text, no watermark, no
> logos, no frame borders.

**Product og card** (16:9, ~140KB jpg at 1376x768):
> [STYLE] {product scene: one clay object story, e.g. "a clay wall calendar
> with one day marked in gold, a big gold clay coin with a Mexican peso $
> sign leaping ahead"}. Large clean rounded title text reading exactly:
> {short Spanish product name}. Centered banner composition, generous
> margins, no other text.
> Mexico guardrails: peso $ signs only (no euro), Spanish labels only
> (Factura, not Invoice).

**Mark hero** (1:1):
> [STYLE] A single physical clay object centered: a thick torus ring of warm
> gold #E8B54A clay wrapped around a solid sphere of vivid violet #7C3AED
> clay, like a small planet with a ring, resting on a lavender surface with
> a soft contact shadow. Product-photography framing, generous margins, no
> text.

**Clay texture tile** (1:1):
> Full-frame seamless texture of {color} modeling clay, gently kneaded matte
> plasticine surface with subtle fingerprints and soft directional light
> from the top left, edge-to-edge, uniform tone, no objects, no horizon, no
> text, no watermark.

### Review gates for every generated asset

Spanish text spelled exactly (accents included), peso signs not euro, no
stone imagery, character on-model against the master, palette within the
table above.
