Visual Identity
Logo
The logo is built from geometric shapes, curves and parallel lines. It's flexible and adapts to the formats in which it's applied to optimize impact and recall.
Usage rules
Use on black, dark backgrounds, saturated solid colors or images with good contrast
White/outline version on brand-colored backgrounds or dark photography
Respect the 1-module safety zone around the logo
Do NOT expand, condense or alter the logo's tilt
Do NOT alter internal proportions or the color palette
Do NOT use on low-contrast backgrounds (mid-gray) that hinder legibility
Do NOT modify the typography or internal spacing of the logo
Color palette
The primary palette comes directly from the logo. Secondary colors complement the graphic family and can be used across all applications.
Primary colors
Secondary colors
Typography
The typographic structure combines different sizes and weights to generate contrast and dynamism, facilitating reading and message impact.
Primary typeface — Rift Soft
NOPQRSTUVWXYZ
0123456789 !@#$%&
Secondary typeface — Roboto
Tertiary typeface — Barlow
Typographic hierarchy
in the Spanish-speaking world
Patterns and Textures
The graphic elements of the system originate from the logo itself: circles (unit/pixel), rounded rectangles (containers) and parallel lines (shapes). They combine to build patterns, backgrounds and containers with color and shape variations.
Use patterns as backgrounds for graphic pieces, social media, presentations and signage
Vary color combinations within the palette — each piece can be unique
Logo shapes work as containers for text, images and data
Do NOT use colors outside the palette for patterns
Photography
Images should convey closeness, naturalness and realism. Real event photography, people in believable situations, variety of shots.
Closeness and naturalness in the shot
Variety of photographic angles
People in real and believable situations
Realism: elements and people predominate
Own event photos whenever possible
Generic corporate stock photos
Excessive effects or post-production abuse
Obviously artificial poses
Images that don't reflect the real tech community
Corporate high-fives and office whiteboards
Real event photography examples
Additional resources: photos can be toned with brand colors and overlaid with patterns as a graphic resource for communication backgrounds.
Communication
Voice and Tone
Nerdearla communicates with a neutral voice, professional tone and natural tech spanglish. Industry terms are kept in English when that's the community standard.
Neutral voice: "Sign up for free" instead of informal second-person forms
Natural spanglish: deploy, merge, PR, open source, streaming
Professional but approachable, never cold or corporate
Direct, no beating around the bush. Clear and precise information
Emojis: minimal or none in main communications
Informal second-person forms in official communications
Excessive emojis or overly informal language
Country-specific slang
Forced translation of tech terms already accepted in English
Distant corporate tone or excessively formal
Communication principles
Inclusive: Language that works across Argentina, Chile, Mexico and Spain without favoring any dialect
Technical but accessible: We can talk about Kubernetes without being condescending or cryptic
Community first: The tone celebrates shared knowledge, not self-promotion
Free as a value: Free access is a central part of the message, always present
Co-branding
When Nerdearla coexists with other brands (sponsors, partners, allied communities), the logo is presented on a separate base to maintain its visual integrity.
On white base: full color version of the logo
On black or other color base: white/outline version of the logo
Maintain proportion and safety zone relative to third-party logos
Do NOT merge or overlap the logo with a sponsor's logo
Do NOT reduce the logo to a size where it loses legibility next to larger logos
Social Media
Unified presence across all platforms.
Official handles
Avatar and cover
Avatar: Vertical abbreviation (NERD 2x2) on black background, circular format
Cover: Event photo with logo, next event info and main sponsors
Official hashtag: #nerdearla — always lowercase, no spaces
Official tagline
ES: El evento tech gratuito más grande de Hispanoamérica
EN: The largest free tech event in the Spanish-speaking world
