# Orkasa — Brand Guide

**Design system:** DS 03 Aurora Dark Orange
**Version:** 1.0 · May 2026
**For:** journalists, partners, designers using Orkasa marks in editorial or co-branded contexts.

---

## 1. The mark

The Orkasa mark is a **house** inside an **octagon** inside a **circle**.

- **House** — the product (real estate).
- **Octagon** — the boundary, the structure, the regulated frame (LATAM compliance is built-in, not bolted on).
- **Circle** — completion, the unified surface where leads, listings, contracts, and accounting all live.
- **Orange door** — the signal. Every house has one entry point; ours is alive.

The mark works at any size down to 16px (favicon). At small sizes, prefer the favicon variant which drops the octagon for legibility.

### Variants

| File | Use case |
|---|---|
| `orkasa-mark.svg` | Primary mark, light or warm backgrounds. Self-contained dark circle. |
| `orkasa-mark-on-dark.svg` | Dark backgrounds. Ring outline replaces the dark circle. |
| `orkasa-mark-mono.svg` | Single-color contexts (B&W press, embossing, embroidery). Uses `currentColor`. |
| `orkasa-app-icon.svg` | iOS/Android app icon. Rounded square (1024px, 22% radius). |
| `orkasa-app-icon-gradient.svg` | App icon with brand orange gradient. Use sparingly. |
| `orkasa-favicon.svg` | Browser favicon. Simplified — no octagon, smaller door. |

PNG versions exist at 256 / 512 / 1024 / 2048 px in `/logos/png/`.

### Clear space

Always reserve a minimum clear space of **¼ of the mark's height** on all sides. Nothing — text, image edges, other logos — may enter that zone.

### Minimum size

- Screen: **24px** for the favicon variant, **40px** for the full mark.
- Print: **8mm** for the favicon, **12mm** for the full mark.

### Don'ts

- Don't rotate the mark.
- Don't change the door color (must be `#FF4F1F`).
- Don't outline the mark.
- Don't apply drop shadows. DS 03 has no shadows on identity assets.
- Don't crop or split the mark.
- Don't recreate the mark with a different house silhouette.

---

## 2. Color

DS 03 Aurora Dark Orange. **Dark-first**: the canonical Orkasa surface is `#0A0805`, never pure black, never pure white. Light theme uses warm cream `#F2EBDD`, never `#FFFFFF`.

### Brand

| Token | Hex | Use |
|---|---|---|
| **Orange (Signal)** | `#FF4F1F` | The brand. Door, primary buttons, accents. Use sparingly — it earns attention. |
| Orange deep | `#D63A0A` | Hover states, gradient end, deep emphasis. |
| Orange light (Peach) | `#FFA070` | Eyebrows, soft glow, secondary accent. |
| Gold | `#FFD46B` | Premium / status accents (rare). |

### Surfaces — Dark theme (default)

| Token | Hex | Use |
|---|---|---|
| Background | `#0A0805` | Page background. |
| Surface | `#161008` | Cards, sections. |
| Surface 2 | `#1F1810` | Elevated surfaces. |
| Surface warm | `#1B130C` | "Human" sections (WhatsApp, BrokerDay). |

### Surfaces — Light theme

| Token | Hex | Use |
|---|---|---|
| Background | `#F2EBDD` | Warm cream. Never `#FFFFFF`. |
| Surface warm | `#FFFAEF` | Elevated cream surface. |
| Surface neutral | `#EDE5D5` | Stats strips, quiet bands. |

### Text — Dark theme

| Token | Hex | Use |
|---|---|---|
| Primary | `#F5F0E8` | Body text on dark. |
| Secondary | `#EAE3D5` | Sub-headings. |
| Muted | `#9A8E7E` | Labels, captions. |
| Subtle | `#6E6354` | Disabled, tertiary. |

### Text — Light theme

| Token | Hex | Use |
|---|---|---|
| Primary | `#1F1A14` | Body text. Dark warm brown, never black. |
| Secondary | `#3F352A` | Sub-headings. |
| Muted | `#6E6354` | Labels. |

### Semantic

| Token | Dark | Light | Use |
|---|---|---|---|
| Success | `#5BD68A` | `#1E9648` | Green confirmations. |
| Danger | `#FF6B8E` | `#D62A52` | Rose-red, not pure red. |
| Warning | `#FFA070` | `#D45A12` | Same as orange-light. |
| Info | `#5BA3FA` | `#1E78D6` | Neutral blue. |

### Gradients

| Name | Definition |
|---|---|
| Brand | `linear-gradient(135deg, #FF4F1F, #FFA070)` — orange to peach. |
| Brand hot | `linear-gradient(135deg, #FF4F1F, #D63A0A)` — primary buttons. |
| Aurora | `linear-gradient(135deg, #FFD46B, #FFA070, #FF4F1F)` — feature accents. |
| Headline | `linear-gradient(135deg, #F5F0E8, #FFA070, #FF4F1F)` — hero text only. |
| Gold | `linear-gradient(135deg, #FFD46B, #FF4F1F)` — premium emphasis. |

---

## 3. Typography

Three families, one role each. **Never mix sans-serifs.** Never use a font outside this list.

| Family | Weights | Role |
|---|---|---|
| **Inter** | 400, 500, 600, 700, 800 | UI, body, captions, buttons. |
| **JetBrains Mono** | 400, 500, 700 | Data, numerics, code, eyebrows, labels. Always tabular numerals. |
| **Fraunces** | 400, 500, 600 | Editorial headlines, hero, page titles. Optical size 9-144. |

### Hierarchy

| Level | Family | Weight | Size desktop | Tracking |
|---|---|---|---|---|
| Display (hero) | Fraunces | 500 | 64-96px | -0.03em |
| H1 page | Fraunces | 500 | 48-56px | -0.025em |
| H2 section | Fraunces | 500 | 32-40px | -0.02em |
| H3 sub | Inter | 600 | 20-24px | -0.01em |
| Body | Inter | 400 | 15-17px | 0 |
| Eyebrow | JetBrains Mono | 700 | 11px | 0.25em |
| Label | JetBrains Mono | 600 | 10px | 0.08em uppercase |
| Caption | Inter | 400 | 13px | 0 |

### Numerals

All numbers — KPIs, stats, prices, percentages — use **JetBrains Mono with tabular-nums**. Inter's proportional numerals are forbidden in stat blocks. `font-feature-settings: 'tnum'` mandatory.

### Don'ts

- No font outside the three above.
- No italic on Inter (use Fraunces if emphasis needed).
- No tracked-out Fraunces — kerning is editorial, breathe but don't space.
- No proportional digits in data tables.

---

## 4. Spacing & radii

Brutalist Swiss minimal: no shadows on identity assets, **8-24px corner radii**, generous whitespace.

| Token | Value | Use |
|---|---|---|
| Radius sm | 8px | Inputs, chips. |
| Radius md | 11px | Buttons, small cards. |
| Radius lg | 16px | Section cards. |
| Radius xl | 20-24px | Hero cards, feature panels. |

### Shadows

DS 03 uses **only two card shadows** + two glows. No neon poster effects.

```
--shadow-card:        0 4px 20px rgba(0, 0, 0, 0.28);
--shadow-card-lg:     0 8px 28px rgba(0, 0, 0, 0.32);
--shadow-glow-orange: 0 4px 20px rgba(255, 79, 31, 0.32);
--shadow-glow-gold:   0 4px 16px rgba(255, 212, 107, 0.28);
```

Never apply shadow to the logo mark.

---

## 5. Voice

**Direct. Specific. Operator-grade.** Orkasa speaks like a senior LATAM broker writing to a peer — not like a SaaS marketing department.

- **Concrete over abstract.** Not "boost productivity" — "republish 12 platforms in 5 minutes."
- **Numbers and proper nouns.** "Ley 81 de Panamá," "PSE Colombia," "form 43," "CFDI 4.0." Specifics signal competence.
- **No emojis in editorial copy.** They survive only in product UI as functional indicators.
- **Spanish first, then English, then French.** The product is Spanish-native; English copy reads as a translation only when there's no other option.
- **Never say "platform."** Say "the operating system for your brokerage," "the cockpit," "the workspace."

---

## 6. Photography style

For founder portraits and editorial photography:

- **Warm temperature.** 3200-4500K. Never cold blue.
- **Negative space.** Leave room around the subject — Orkasa breathes.
- **No corporate "looking at camera, arms crossed."** Working postures preferred: at a screen, on a call, walking a property.
- **Real environments.** Apartments, offices, streets of Panama City. No studio backdrop.
- **Earth tones in wardrobe.** Cream, charcoal, terracotta, deep brown. Avoid pure black, pure white, primary blue.
- **Output:** RAW + edited JPEG, 4000px on longest edge minimum.

For product photography (listings):

- Wide-angle, level horizon, daytime natural light.
- Before/after pairs are encouraged.
- See `/photos/product/` for examples sourced from the listing-studio dataset.

---

## 7. Attribution

When using Orkasa marks in editorial contexts:

- "Orkasa" — never "Orkasa, Inc." or "Orkasa SA" unless a legal entity reference is required.
- Founder: "Denys Saisse, founder of Orkasa."
- Logo credit not required for editorial use of provided marks.
- For co-branded materials, ask: `press@orkasa.com`.

---

## 8. Contact

| Topic | Channel |
|---|---|
| Press inquiries | press@orkasa.com |
| Partnerships | partners@orkasa.com |
| Founder | denys@orkasa.com |
| Website | https://orkasa.com |

> Logo files, photos and high-res assets ship in `orkasa-press-kit.zip`. If you need a custom asset (cropped horizontal lockup, alternative format, etc.), email `press@orkasa.com` — turnaround under 48h.
