Brand kit

The official logo

Clay logo

JPGPNG

Flat version (vector)

SVGSVG oscuro

Animated doodle

MP4

Mark

Mark (the ring)

SVGPNG

Mark in ink

SVGPNG

Mark in white

SVGPNG

Palette and extras

Palette sheet

SVG

The mark in clay

JPG

Use the files as they are: no stretching, no recoloring outside the palette, and give them room to breathe. The full brand contract lives in the repo at creative/brand-kit/BRAND.md.

The ring comes from way back

Roca's previous logo already had a ringed O. The official logo brings it into the clay world: ROCA in the inherited indigo, the gold ring is payroll (the cycle that always comes back) and the violet center is Roca, what lives protected inside that cycle. In running text, Roca is set in Nunito Black ink and Beneficios in Nunito Bold violet.

The legacy logo, archived

ROCA in indigo with BENEFICIOS in black. It lives in the kit as reference and is not used in anything new. Official casing since 2026 is Roca: not RoCa, not ROCA, except the legal entity name.

The candy shop palette

The source of truth is the site's code. Violet leads, gold accents, everything rests on lavender. No rate numbers and no stones: Roca is just a name.

Nunito speaks, DM Sans explains

The claymorphism recipe

Radii of 20 and 32 px, four-layer shadows (outer dark, outer light, inner violet tint, inner white) and a 30% plasticine grain over the canvas.

Five characters, one master each

Every new generation references the approved master; nobody gets redesigned mid-project. Nobody is the butt of a money joke, skin tones stay locked per character, no real logos and no readable screens.

Beto

Warehouse

“I asked for the loan on a Tuesday. By Wednesday it was there. Not even my mother-in-law found out.”

Lupita

Human Resources

“People used to borrow from me. Now I just say: go to Roca. And I get back to my work.”

Don Rafa

Finance

“I do not approve anything that does not add up. This... adds up.”

Sofi

Director · Allied company

“We turned on three benefits. My team thinks we doubled the budget. We just hired well.”

Lic. Germán

General Director

“The payroll loan was my idea. Well, Lupita's. But I said yes. Leadership.”

The brand regenerates with these words

Image model: nano_banana_pro at 1k. Characters always reference their master. Video: Seedance 2.5 in omni_reference mode. This style block opens every image prompt:

STYLE 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.