Arden Colectivo A.C. · Brandkit v2.2
The Arden brand, ready to use
Logos, colors, typography, social templates, swag and tokens for Arden and its four units. Made for vendors, staff, developers and AI agents.
Start here
What do you need to do?
Pick your case. Everything on this page can be downloaded and used as is.
Print or produce
Print shops, apparel, signage, merch.
Design a piece
Agencies, designers, staff.
- Arden logos and each unit's
- Social and deck templates
- How to write
Build an app or site
Developers and no-code.
Give the brand to an AI agent
ChatGPT, Claude, Lovart, Canva AI.
Downloads
Everything in one click
Each pack includes SVG and PNG logos, colors, templates, swag and the rule files.
Full kit
Arden and its four units
Logos, templates, swag, applications, icons, web fonts, tokens and rules.
Brand architecture
One parent brand, four units
Arden endorses its units. Each unit speaks under its own name to its audience, and it always shows that it belongs to Arden.
Colectivo A.C.VISIONTo train digital creators under global standards, with equitable access and measurable social impact.
Formar creadores digitales con estándares globales, acceso equitativo e impacto social medible.
MISSIONTo build a sustainable ecosystem of education, community engagement, and professional growth that connects talent with industry.
Construir un ecosistema sostenible de educación, comunidad y crecimiento profesional que conecte al talento con la industria.
PARENT BRAND
Arden brand kit
A non-profit based in Guadalajara, at Ciudad Creativa Digital, that develops talent for the video game industry and the creative sector in Mexico and Latin America. It endorses its three units: U-Echo Training Center, Logrus with Brandcade, and Echo GameDev Club.
Logos
Pick the version by background. SVG wherever possible; PNG only if the tool does not accept vectors.
Colors
Tap a color to copy its HEX.
Rules
Do
- Use the official SVGs as is. Pick the version by background.
- Leave at least the height of the wordmark's A clear around the logo.
- Let night dominate: 60% night, 30% light or photo, 10% green.
- Glyph 24 px or larger on screen (8 mm in print). Stacked 64 px or larger.
No
- Stretch, squash or rotate the logo.
- Change the green or put the glyph in a color outside the table.
- Add outlines, shadows, glows or gradients.
- Retype ARDEN with a font or change its spacing.
- Move the glyph to the right in the horizontal version.
- Put the green glyph on busy photos or on green.
- Green text on a light background (2:1) or white on green.
Social templates
More formats (LinkedIn, X, YouTube, Facebook and deck covers) in Templates.
Swag
Arden · the logo in depth
Clear space, size and what never to do
Clear space
Around the logo, at least the height of one wordmark letter (the A). For the glyph alone, 25% of its width. Nothing goes there: no text, no borders, no other logos.
Minimum size
- Glyph: 24 px on screen or 8 mm in print.
- Stacked: 64 px or 20 mm wide.
- Horizontal: 120 px or 35 mm wide.
Below that, use the glyph alone.
Logo color by background
- Night or dark: green glyph + white wordmark.
- White or light: green glyph + charcoal wordmark, glyph 48 px or larger.
- Photos, violet or busy backgrounds: all white.
- One color: all black.
What never to do
ArdenColor proportion
Green is never the background of a whole piece: it points to what matters.
Imagery and texture
Night skyNight #120C33, fine stars (starfield.svg), violet glow bottom left and indigo top right. One giant outlined glyph at 16%, one per piece.Motion
A single brand moment: the glyph draws itself (1.5 s of stroke and fill). In video, that drawing is the intro and the outro (2 s). Short fades for everything else. Respect reduced motion.
Photography
- Real people doing real things: the lab, classes, screens running Unreal, events, the campus at Ciudad Creativa Digital.
- Natural light, no heavy filters. On night, a 40% night overlay so the text reads.
- Never stock photos or generated images that pretend to be students or facilities.
- Student faces only with written consent; minors, with a guardian's consent.
The photo bank is shared separately, once every photo has its release.
Icons
Line icons, 2 px stroke, round caps, 16 to 24 px, in the text color (Lucide style). Fixed states: check mark (done), exclamation (attention), clock (pending). No emoji in interfaces, reports or formal decks.
Verified contrast
| Pair | Combination | Contrast | Use |
|---|---|---|---|
| Aa | Night white on night | 16.7:1 | ✓ Text at any size |
| Aa | Green on night | 8.8:1 | ✓ Text and strokes |
| Aa | Night on green | 8.8:1 | ✓ Text on green buttons |
| Aa | UETC yellow on night | 12.4:1 | ✓ Text and strokes |
| Aa | Charcoal on white | 12.6:1 | ✓ Logo and text |
| Aa | Green on white | 2:1 | ✕ Large glyph only. Never text |
| Aa | White on green | 2:1 | ✕ Never |
TRAINING AND CERTIFICATION
U-Echo Training Center brand kit
Unreal Engine Authorized Training Center at Ciudad Creativa Digital. Trains and certifies in Unreal Engine, motion capture, and virtual and augmented reality.
Logos
Pick the version by background. SVG wherever possible; PNG only if the tool does not accept vectors.
Colors
Tap a color to copy its HEX.
Rules
Do
- The dot logo is primary. The classic lime block only in editorial or historical pieces.
- In UETC pieces, yellow replaces green as the accent.
- If the Arden glyph appears, it keeps its green.
- Write "U-Echo Training Center" in full the first time; then UETC.
No
- Mix the dot logo and the classic logo in the same piece.
- Recolor the dots in anything other than yellow, white or black.
- Use the Epic badge without the official file and its rules. Request it from Arden; it goes next to the UETC logo, never above Arden's.
- Say "UE5" in copy for a general audience: it is "Unreal Engine".
Social templates
More formats (LinkedIn, X, YouTube, Facebook and deck covers) in Templates.
Swag
PRODUCTION AND HANDS-ON TRAINING STUDIO
Logrus brand kit
Arden's AI-first, project-based studio. Here talent works on real projects: games for clients, original games (Echo Originals) and Brandcade, its games-as-a-service product for brands.
Logos
Pick the version by background. SVG wherever possible; PNG only if the tool does not accept vectors.
Colors
Tap a color to copy its HEX.
Rules
Do
- Use the logo in red #FF003D or white. Nothing else.
- In Logrus pieces, red replaces green as the accent.
- In Spanish, write Logrus without an article: "trabajamos en Logrus".
- Say "Training Studio", "program" or "studio".
No
- Recolor the logo in anything other than red and white.
- Attach the Arden glyph to the Logrus logo.
- Use the October type proposal: it was withdrawn.
- Call the studio's work "maquila" (outsourcing mill).
Social templates
More formats (LinkedIn, X, YouTube, Facebook and deck covers) in Templates.
Swag
GAMES AS A SERVICE FOR BRANDS ON ROBLOX
Brandcade brand kit
A Logrus product: games as a service for brands on Roblox. Its buyer is a brand, not a student: the project and the result come first, the institution second.
Logos
Pick the version by background. SVG wherever possible; PNG only if the tool does not accept vectors.
Colors
Tap a color to copy its HEX.
Rules
Do
- Purple → blue → cyan gradient, always in that order and only in the logo and Brandcade pieces.
- Talk about the project and the result for the brand.
- Show worlds, characters or game assets; if it is concept art, say so.
No
- Lead with "non-profit" when talking to brands.
- Present fan replicas as clients.
- Use Roblox figures by country (Roblox does not publish them).
- Categories banned by Roblox, such as alcohol.
Social templates
More formats (LinkedIn, X, YouTube, Facebook and deck covers) in Templates.
Swag
COMMUNITY
Echo GameDev Club brand kit
Arden's community: the free front door for anyone who wants to make video games. From here people move on to train at UETC and produce at Logrus.
Proposal. Free for internal use. In external pieces, only with Arden's sign-off.
Logos
Pick the version by background. SVG wherever possible; PNG only if the tool does not accept vectors.
Colors
Tap a color to copy its HEX.
Rules
Do
- Free for internal use. In external pieces, only with Arden's sign-off while it remains a proposal.
- Same rhythm as the UETC logo: ECHO in ExtraBold and GAMEDEV CLUB in spaced Medium.
- Warm and motivating tone, without overselling.
No
- Make up other temporary logos.
- Separate the glyph from the text or change its green.
- Use the community as a showcase or cheap labor.
Social templates
More formats (LinkedIn, X, YouTube, Facebook and deck covers) in Templates.
Swag
Typography
Montserrat for headlines, Rubik for text
Both are free on Google Fonts (OFL license) and available in Google Slides, Canva and Figma. Two families per piece, never three.
600 · 700 · 800
400 · 500 · 600
| Style | Family | Size | Weight | Use |
|---|---|---|---|---|
hero | Montserrat | 64 px (38 on mobile) | 800 | Cover or page title |
gate-title | Montserrat | 42 px | 800 | Section covers |
section | Montserrat | 28 px | 700 | Section titles |
kpi-value | Montserrat | 38 px | 700 | Large figures, tabular numbers |
eyebrow | Montserrat | 12 px · 0.14em | 700 | EYEBROW IN CAPS |
body | Rubik | 15 px · 1.55 line height | 400 | Body text |
card-title | Rubik | 15 px | 600 | Panel titles |
small | Rubik | 13 px | 400 | Notes, labels, sources |
Rules
- Headlines in sentence case, not all caps.
- Spaced capitals only in the wordmark and the eyebrow.
- -0.02em tracking on large headlines; body text is never tracked out.
- Tabular figures in tables and numbers.
- 60 to 65 characters per line.
In print
- Headlines 28 to 48 pt.
- Text 9.5 to 11 pt.
- Notes, 7.5 pt minimum.
Without the fonts installed
Fallback: Arial Black for headlines and Arial for text. Install the fonts before delivering a file.
Voice and messaging
Concrete before inspirational
In Spanish: Mexican Spanish, informal "tú". In English: plain and direct. Short sentences, active verbs. Every figure carries its source and date.
Do it like this
- Concrete. Open Unreal class, Thursday 7 pm at CCD.
- With proof. Every figure with its source and date.
- Friendly. Warm Mexican Spanish (informal "tú"), short sentences, active verbs.
- Studio. "Training Studio", "program", "studio".
Never say
Tone by audience
| Audience | What they care about | How we speak to them | Proof we show |
|---|---|---|---|
| Companies | Finding people who know Unreal | Practical, results-driven | Epic authorization, mocap lab, Logrus |
| Government and institutions | Measurable impact | Formal and evidence-based | Non-profit status, sourced metrics, partners under agreement |
| Brands (Brandcade) | Reaching a young audience | Fast, visual, project-based | Real cases, verified audience |
| Students and community | A first opportunity | Warm and motivating without overselling | Open classes, graduates at work, the club |
| Sponsors | That the money goes far | Direct, in English, Spanish and Romanian | Numbers with source and date |
Boilerplate
Use it as is. No figures: figures change and live in each piece with their source. Never translate: Arden, U-Echo Training Center, Logrus, Brandcade, Echo GameDev Club, Echo Originals.
Arden Colectivo A.C. is a non-profit based in Guadalajara that develops talent for the video game industry and the creative sector in Mexico and Latin America. From Ciudad Creativa Digital it runs U-Echo Training Center, an Unreal Engine Authorized Training Center; Logrus, its hands-on training and production studio and the home of Brandcade; and Echo GameDev Club, its community.
Arden Colectivo A.C. es una asociación civil de Guadalajara que forma talento para la industria de videojuegos y el sector creativo en México y Latinoamérica.
Arden Colectivo A.C. es una asociación civil de Guadalajara que forma talento para la industria de videojuegos y el sector creativo en México y Latinoamérica. Desde Ciudad Creativa Digital opera U-Echo Training Center, centro autorizado de Unreal Engine; Logrus, su estudio de formación práctica y producción, dueño de Brandcade; y Echo GameDev Club, su comunidad.
Arden Colectivo A.C. este o organizație non-profit din Guadalajara care formează talente pentru industria jocurilor video și pentru sectorul creativ din Mexic și America Latină. Din Ciudad Creativa Digital coordonează U-Echo Training Center, centru autorizat Unreal Engine; Logrus, studioul său de formare practică și producție, care deține Brandcade; și Echo GameDev Club, comunitatea sa.
Glossary
| Arden / Arden Colectivo A.C. | The parent brand. |
| U-Echo Training Center (UETC) | Full name the first time, then UETC. |
| Logrus | The studio. In Spanish, no article: "trabajamos en Logrus". |
| Brandcade | A Logrus product. One word, capital B. |
| Echo GameDev Club (EGDC) | The community. |
| Echo Originals | The original games. |
| Echo Engine | The AI production system. |
| Unreal Engine | In full the first time; "Unreal" after that. Never "UE5" for a general audience. |
Templates
Social, covers and deck
Editable SVG (Figma, Illustrator, Inkscape; Canva imports it) and ready PNG. Safe zone: 80 px per side on posts; 250 px top and bottom on stories. One message per piece in Montserrat 800, logo in the same corner across a series. Template text is in Spanish; edit the SVG to change it.
Arden
U-Echo Training Center
Logrus
Brandcade
Echo GameDev Club
Applications
Everyday pieces
- Night front with the large green glyph.
- White back: full-color horizontal logo, name, title and contact.
- Two sides, matte stock of 350 g or more.
- White with a night band on the left.
- Name in Montserrat 800, course, hours, date and signatures.
- Unique serial number. The Epic badge only on courses that qualify.
- Night with stars, stacked logo in the top third.
- One big message in the center.
- Partner strip at the bottom, 80 cm or more off the floor, only with a current agreement.
- Name in Montserrat 700 and title in Rubik on an 85% night bar.
- Intro and outro: the glyph draws itself on night in 2 s.
- Subtitles in white Rubik 500 with a soft shadow.
- Night cover: green eyebrow, white title, horizontal logo on top.
- Content on a light background: 6 lines max or one big figure with its source.
- 64 px margins on 1920 × 1080. Close with the stacked logo.
Deck covers per unit in Templates. Arden shares the full 12-layout template with anyone who needs it.
- Night top band with horizontal logo, title and one line of context.
- Light two-column body: what it is, what we offer, figures with sources.
- Footer with short boilerplate, website and contact. 18 mm margins, Rubik 9.5 to 10.5 pt.
Social avatars
1080 × 1080, safe for circular crops.
Email signature
Fill in your details, copy and paste into Gmail or Outlook. Name in Rubik 600, title and unit, contact and a single 140 px logo. No taglines or banners.
Swag
Merch with its spec
Mockups to quote and approve with the vendor. Each one states technique, ink and logo size. Ask for a physical proof before producing in volume.
Arden
U-Echo Training Center
Logrus
Brandcade
Echo GameDev Club
Vendors and production
For print, apparel and signage
| Topic | Specification |
|---|---|
| Logo files | SVG from this site (or vector PDF exported from them). Never redraw, trace from a PNG or retype with a font. |
| Print color | CMYK with a color proof. Suggested Pantone: Arden green 376 C, charcoal 426 C, violet 268 C, UETC yellow 116 C, Brandcade 526 C / 301 C / 297 C. Night and the Logrus colors are set with a press proof. |
| Final file | PDF/X-1a or PDF/X-4, 3 mm bleed, crop marks, fonts converted to outlines, images at 300 dpi. |
| Screen printing | Pantone inks. Up to 2 inks per logo (green 376 C + white on a night garment). |
| Embroidery | Glyph 5 cm or larger. Wordmark only if it is 8 cm wide or more; otherwise, glyph alone. Green thread as close to 376 C as possible. |
| Brandcade gradient | DTF, sublimation or digital print. Never faked with spot inks. |
| Laser engraving and one color | Black or white versions of the logo. Never an in-between tone. |
| Garment color | Night or black (main), white, bone (Logrus) or natural canvas. Avoid green garments: the green glyph gets lost. |
| Signage and banners | Matte vinyl. Key information 80 cm or more off the floor. Minimum text readable at 3 m: 4 cm tall. |
| Approval | Digital and physical proof to Arden before producing in volume. Pieces with partners, figures or people always need approval. |
Before delivering or publishing
- Logo from the official SVGs, with clear space and on an allowed background.
- Colors and fonts come from the tokens.
- Never white on green or green text on a light background.
- Every figure with source and date.
- Clean Mexican Spanish without filler; trilingual if the piece goes to sponsors.
- Releases for photos and partner logos.
- Looks right on a phone and in print.
Not on this site: photos of people (per-photo releases in progress) and partner logos, including the Epic Games badge. Request them directly from Arden; they are only used under a current agreement.
Apps, sites and developers
Code-ready tokens
Interface palette with light and dark versions, self-hosted fonts and a Tailwind config. States always carry a word and an icon, never color alone.
<link rel="stylesheet" href="https://brandkit.uetc.mx/tokens.css">
<html data-theme="light"> <!-- or "dark" -->
.hero { background: var(--night); color: var(--night-ink); font-family: var(--font-display); }
.btn { background: var(--btn); color: var(--btn-ink); font-family: var(--font-body); }
.text { color: var(--ink); max-width: var(--measure); }<link rel="icon" href="https://brandkit.uetc.mx/favicon.svg" type="image/svg+xml">
<link rel="icon" href="https://brandkit.uetc.mx/iconos/arden-icon-32.png" sizes="32x32">
<link rel="apple-touch-icon" href="https://brandkit.uetc.mx/apple-touch-icon.png">
<meta name="theme-color" content="#120C33">
Sample components
Interface palette
| Token | Light | Dark |
|---|---|---|
--bg | #F6F5FA | #0F0A2B |
--surface | #FFFFFF | #1A1440 |
--ink | #17122E | #F0EEF9 |
--ink-2 | #4B4566 | #C0BADC |
--muted | #77728E | #8F89B0 |
--line | #E2DFEC | #2F2862 |
--link | #2D2275 | #B9DE79 |
--btn | #17122E | #93C11F |
--btn-ink | #FFFFFF | #120C33 |
--good | #3B7414 | #A9D466 |
--good-bg | #EAF3DC | #24331C |
--attn | #B4432C | #F2907A |
--attn-bg | #F8E7E2 | #3A1F2A |
--pending | #5D5880 | #ABA5CC |
--pending-bg | #ECEAF4 | #262054 |
AI agents
Give the brand to any agent
This site is built so an agent can read it on its own. Share the link or paste this prompt.
You are going to produce a brand piece for Arden (or one of its units: U-Echo Training Center, Logrus, Brandcade or Echo GameDev Club).
Before you start, read https://brandkit.uetc.mx/AGENTS.md and https://brandkit.uetc.mx/brand.json (both in Spanish).
Use only the logos in https://brandkit.uetc.mx/logos/ and the tokens in https://brandkit.uetc.mx/tokens.json.
Do not invent colors, taglines, figures or logos. If something is not covered, ask.Governance and versions
Who decides and what is missing
Status of each asset
- Official: comes from a master file or has been approved.
- Traced: vectorized from the best source; replaced once the master turns up.
- Proposal: defined here, pending validation.
Approval
Jorge Suárez, General Manager of Arden, approves changes in brand direction and every external piece that names partners, impact figures or people.
Open items
- Approve the Echo GameDev Club logotype.
- Validate the Pantone matches against the physical guide and a press proof, especially night and the Logrus colors.
- Compare the rebuilt UETC logo with the original designer's file, if anyone still has it.
- Confirm releases for photos of people before adding a public photo bank.
Changelog
| Version | Date | Change |
|---|---|---|
| 2.2 | 2026-10-15 | Logrus moves to its official red #FF003D logo and palette. EGDC remains a proposal. |
| 2.1 | 2026-10-12 | UETC dot logo in vector, Brandcade in vector, Pantone, deck template. |
| 2.0 | 2026-10-11 | Logos from the Illustrator masters; green #93C11F and charcoal #333333; Montserrat + Rubik. |
| 1.0 | 2026-10-10 | First version. |