Brand Guidelines

This is OCHO’s home for all brand guidelines, usages, and assets. We built this page to make it as easy as possible for you to deliver on-brand designs while respecting our brand and legal/licensing restrictions. Read on and follow the guide.

Primary Logo

This is the OCHO Primary Logo. The color for it is Morado (Pantone PMS 2124 C). It should be used for all brand related materials. Please see brand assets and guidelines below.

The Owl Mascot

Ocho is also a grandpa owl who originally comes from Mexico. Ocho (named after the number of his street house in the village he grew up in Michoacán), is a warm and wise abuelo who is here to help our community to navigate the world of insurance and personal finances.

Expressions

Poses

Logo with Owl

We use the logo with the owl mascot for out-of-home or digital assets such as banners, posters, stickers etc... See all examples in the BRAND ADVERTISING. We sometimes use it on T-Shirts, caps, mugs and other merchandise.

L’O D’OCHO

We use the O of OCHO in instances where the brand as already been established either through use of the full logo or in copy. Most of the time we use it either as a graphic element on a collateral or for merchandising such as polo shirts, hoodies etc. The full O is also used as pre-text for subtitles such as O HELPLINE or O AUTO INSURANCE.

4-Color Logo

This is the OCHO 4-Colored Logo. It is only used for social media related materials and some animated content. It can also be presented in a stackable form.

Space / Size

Appropriate Clearance

The negative space in the letter O is used as a basic unit to measure the Primary Logo, the Logo with Owl, the L’O D’OCHO and the 4-Color Logo clear space. The logo clear space should be free of any interference at all times in order to give our logo maximum legibility and exposure.

Minimum Size

Never reproduce the Primary Logo, O icon or the Owl mascot at a size smaller than these recommendations below as it will result in the loss of their impact and / or readability.

The OCHO logo should never be smaller than 50px in digital or 38mm in print.

The O should never be smaller than 28px in digital or 10mm in print.

Logo Use

OCHO Logo

Do's

Dont's

Black & White Print

For printing receipts, documents, reports when color printing isn't possible.

Logo with Owl

Do's

Dont's

Black & White Print

For printing receipts, documents, reports when color printing isn't possible.

4-Color Logo

Do's

Dont's

Do's

Dont's

A Fair Start

A FAIR START represents the core value that the company strives for. It is the belief that everyone deserves to start from the same starting blocks.  It's an aspiration for achieving financial security and life goals with equity for all. When we use A FAIR START as a tagline we capitalize all letters.

Short definition

OCHO. Helping low income people afford insurance, avoid down payments, and build their credit score in the process.

Longer definition

OCHO is an online platform that offers Hispanic people the opportunity to purchase insurance products like paying for their car, home, and even life on a payment plan that’s customized to them. OCHO lets consumers pay what they can afford in increments matched with their ability to pay over time based on their credit score. Consumers can use OCHO’s technology as a means of building better credit so they can access other products such as loans and personal bank accounts at better rates.

Wordmarks

The O symbol is used in place of the full Wordmark for OCHO sub-brands: i.e. products, departments and teams. The systematized structure of our Wordmarks ensure consistency throughout the company. Do not create a product, team or department logo outside of these guidelines.

Color Palette

The palette is inspired by traditional Mexican art, design, and architecture.

Primary Colors

Our main three colors for all brand communications.

MORADO
#7664EF
C66 M66 Y0 K0
R110 G100 B239
Pantone PMS 2124 C

VERDE
#11CD67
C71 M0 Y82 K0
R17 G205 B103
Pantone PMS 2420 C

MAGENTA
#C2417D
C23 M89 Y23 K0
R194 G65 B125
Pantone PMS 4073 C

Secondary Colors

This colors support the primary colors remain secondary in all applications.

LAVANDA
#C6C6EE
C20 M19 Y0 K0
R198 G198 B238
Pantone PMS 2120

NARANJA
#FF7110
C0 M68 Y100 K0
R255 G114 B16
Pantone PMS 2018 C

MELÓN
#FF9933
C0 M47 Y87 K0
R255 G103 B31
Pantone PMS 3588 C

DURAZNO
#F6BFAF
C0 M26 Y21 K0
R255 G199 B184
Pantone PMS 4033 C

AMARILLO
#FAD000
C4 M8 Y100 K0
R250 G221 B0
Pantone PMS 109 C

PLATANO
#FCEC9D
C2 M4 Y47 K0
R252 G236 B157
Pantone PMS 2001 C

SANDÍA
#E5454B
C4 M88 Y70 K0
R185 G19 B63
Pantone PMS 710 C

ROSADO
#FFCED9
C0 M23 Y4 K0
R255 G206 B217
Pantone PMS 706 C

LIMA
#21EC81
C61 M0 Y73 K0
R33 G236 B129
Pantone PMS 2412

Light Colors

CREMA
#FFFFF4
C0 M0 Y4 K0
R255 G255 B244

BLANCO
#FFFFFF
C0 M0 Y0 K0
R545 G255 B255

Grays

NEGRO
#000000
C0 M0 Y0 K100
R0 G0 B0
Pantone PMS Black 6 C

GRIS 1
#43434A
C70 M63 Y53 K40
R67 G67 B74

GRIS 2
#88888F
C49 M41 Y36 K3
R136 G136 B143

GRIS 3
#CCCCD3
C19 M15 Y11 K0
R204 G204 B211

N
#E6E6ED
C8 M6 Y2 K0
R230 G230 B237

N
#F1F1F8
C3 M3 Y0 K0
R241 G241 B248

Please note that the CMYK, offset and digital printing will require calibrating through multiple print tests.

Font

The type family for OCHO is Spezia.

Spezia Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789

Spezia Medium
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789

Spezia SemiBold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789

Spezia Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789

Spezia Black
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789

Photography

Lighting

Bright, diffused lighting with little to no shadows.Images should be crisp with well lit subjects.

Environment

Shot in studio on seamless backdrop from the color palette. Punchy, bright, colorful, joyful.

Subject

Diverse range of model talent.Models are happy, energetic, and approachable.

Half O

It is used to add a little something extra to your design. They are intended to represent a simple and clean element from our Logo.

Icons

Icons are used to assist copy in representing instructional and actionable meaning.

Illustrations

Illustrations are used to help visualize offers, moments of celebration, and challenging concepts or education.

Emojis

Emojis are fun, useful and diverse symbols that help out when giving out a message by text.