Brand Hub
Zaga's brand system as living documentation. Foundations and visual identity.
Foundations
The brand's bedrock: purpose, personality, the way Zaga speaks and who it speaks to. It is the conceptual base the entire visual and verbal identity is built on.
Brand Platform
The conceptual foundations of Zaga: purpose, vision, mission, values, value proposition and positioning.
Personality
How Zaga behaves as a brand. Temperament, attitude and the archetype it relates to clients, talent and ecosystem from.
Tone of Voice
How Zaga sounds when it writes and speaks. Verbal principles, brand lexicon, address and concrete examples.
Audiences
Who Zaga speaks to, what each audience needs to hear, and the core message for each one.
Visual Identity
The visual system the brand stands on: logo, color, typography, iconography, photography and graphic system.
Logo
The Zaga logo as a system: wordmark and reduced formats, with usage rules that guarantee consistent recognition.
Color Anatomy
A system built around an orange that occupies territory, with warm neutrals and editorial secondaries.
Typography
Inter as the system's single family, with roles distinguished by weight and size.
Iconography
An outline system with rounded corners: precise in construction, human in finish.
Photography
The principles and criteria that govern the use of photography in the Zaga brand.
Graphic System
The brand's graphic elements. The centerpiece is the line that links.