Brand system · Sistema de marca · 2026
Edition 02Brand
System
Guía de identidad visual
A complete system for presenting one clear idea: Jos Molina builds brands that move markets.
Download complete PDFCore identity / Identidad
Jos Molina
I build brands that move markets.
Global executive · Brand builder · Founder
01 / Foundation · Fundamento
Evidence builds authority.
The identity pairs executive precision with the energy of someone who builds at moments of market change.
La identidad combina precisión ejecutiva con la energía de quien construye durante cambios de mercado.
Positioning / Posicionamiento
Global perspective. Category creation. Measurable growth.
14×
Cannes Lions
$20B
TVL built
5.5M
Bitso users
02 / Graphic language · Lenguaje gráfico
One grammar / Una gramática
Motion through geometry.
Six symbols translate the brand's recurring ideas: building, movement, markets, networks, insight and frontier thinking.
Seis símbolos traducen las ideas recurrentes de la marca con líneas precisas y una retícula consistente.
03 / Color & type · Color y tipografía
Ivory / Marfil
#F5F1EA
Paper / Papel
#DDD5C8
Ink / Tinta
#171714
Signal / Señal
#B8944F
Aa
Space Grotesk
Headlines, statements, metrics
Aa
DM Sans
Body, labels, documents
Think clearly.
Move decisively.
Pensar con claridad. Moverse con decisión.
04 / Documents · Documentos
Ivory is the canvas.
All authored documents begin on Ivory. Ink carries the argument. Gold only signals what matters.
Document 01
Point of view / Perspectiva
A clear argument deserves a clear page.
Ivory · Ink · One signal
05 / Voice · Voz
Precise.
Confident.
Modest.
Precisa. Segura. Modesta.
Use / Usar
“Grew Bitso from 800K to 5.5M users.”
“Llevó a Bitso de 800K a 5.5M usuarios.”
Avoid / Evitar
“Visionary leader redefining the future.”
“Líder visionario redefiniendo el futuro.”
06 / Downloads · Descargas
One source of truth.
Una sola fuente oficial para toda la marca.
Consolidated brandbook
Brandbook consolidado
Complete brand system
Sistema completo de marca
Ivory document template
Plantilla documental Ivory
Editorial social template
Plantilla editorial para redes
Icon system
Sistema de iconografía
Typography family
Familia tipográfica
Official portrait
Retrato oficial
JM monogram
Monograma JM