Alerta sustains a careful visual identity and editorial voice, coherent with the institutional character of the project. This section documents the basic guidelines for internal use, press and partner entities.
Typography
The institutional typography of Alerta combines three families:
- Fraunces for display text, headlines and editorial voice. Variable, with optical size and SOFT adjustment.
- Geist for body text in interfaces and long documents. Variable, with weights from 300 to 600.
- Geist Mono for metadata, labels, timestamps and technical elements.
Color palette
The institutional palette rests on four principal values: warm paper (#F3EFE7), deep ink (#0F0E0C), deep forest (#1F3A2E) and supporting greens and grays. The use of the palette is oriented toward transmitting the quality of a document rather than that of an application. The complete details are in the internal brand manual.
Editorial voice
The editorial voice of Alerta is declarative, sober, without exaggeration. It forgoes persuasive language, unnecessary superlatives and negative-parallelism constructions. Its model is closer to a sober institutional document than to a product publication. The voice is formalized in the internal editorial manual and is the responsibility of the editorial team.
Press contact
Media outlets and journalists interested in coverage of Alerta may request accreditation as Press Contact in accordance with the protocol described in the Roles chapter. Accreditation grants access to the distributed Public Agenda and to interviews with the team. Accreditation is revocable in accordance with the published criteria.