Sin cable. Sin letra chica.
No cable. No fine print.
01 · Context and brief
Zapping, 2026. The logo stays.
In 2026, Zapping needed a new brand system. The previous one used a gradient from pink to yellow.
The brief was to rebuild color, typography and motion, and to define the system in code. The wordmark and the symbol already existed and were kept. The system defines how they are used, from the app icon to the monumental format.
02 · Scope
From color. To code.
- Color: black, one pink and white, with usage rules
- Usage rules for the symbol, in two modes
- Typography: four voice tiers and the Punchline
- Pulse Motion System: three curves and BrandLoader
- 362 design tokens, components and a live TV kit
- Publishing flow and two adoption tools
03 · Color
Blues and reds. One pink.
In the category, Entel, Movistar, DGO and Claro used blues and reds. With saturated magenta unclaimed, Zapping sets a single pink, Zapink Pulse #E90068, alongside black and white. The gradient from pink to yellow in the previous system was removed, and the new one allows none.
On a black background, pink and white coexist. On a pink background, only white is used, in Bold weight. Interface states are handled with the opacity of the same color, without creating new shades of pink.
04 · Symbol
One Z. Whole or cropped.
The symbol is the Z of the wordmark: two mirrored arrows whose negative space forms the letter. It has two modes, one for small scale and one for monumental scale.
Content mode. The symbol appears whole and small, as an app icon, watermark, merch or interface element, and replaces the wordmark.
Dominant mode. At monumental scale, the symbol exceeds the format and the edge crops it.
05 · Typography and Punchline
Ten styles. Four voices.
ZappingFont is Zapping's own typeface and has 10 styles. They are sorted into four voice tiers, from gestures to body text. The Punchline pairs a calm setup with a hit in Black Italic, at most two per piece.
-
¿No sabes qué ver? ZAPPING & CHILL.
Don't know what to watch? ZAPPING & CHILL. -
prende. Y MIRA.
turn it on. AND WATCH.
| Tier | Use | Sample |
|---|---|---|
| Black Italic | gestures and hits | prende.turn it on. |
| Black | heavyweight display | EN VIVOLIVE |
| Bold Italic | default titles | Todo el fútbol, en vivoAll the soccer, live |
| Medium | body text and interface | La TV que se tomó Chile.The TV that took over Chile. |
06 · Pulse Motion System
Enters fast. Lands soft.
Peak speed arrives at 25% of the path: movement enters fast and lands soft. Exits are faster and last a third of the entrance, a 1:3 ratio. The curves do not bounce or overshoot, and no motion blur is used.
| Curve | Use | Timing function |
|---|---|---|
| Pulse In | Entrances | cubic-bezier(0, 0, .20, 1) |
| Pulse Out | Exits · a third of the entrance | cubic-bezier(.62, 0, 1, 1) |
| Pulse Shift | Repositioning | cubic-bezier(.33, 0, .20, 1) |
BrandLoader, the loading animation
BrandLoader covers waits of 1.5 s or more with a single 5.9 s pass, never looped. Inside an interface control, the wait is reduced to a dot that breathes along the Pulse curves. No interaction in the system takes longer than 500 ms.
07 · System in code
Lives in code. 362 tokens.
362 design tokens cover color, typography, spacing and motion. Each one is defined once in the repository, the single source, and exported to the W3C DTCG format for Figma and web.
On top sit accessible components (visible focus, 44 px touch targets, WCAG contrast) and a live TV kit. Two adoption tools keep the system from depending on one person. Changes start in the repository, are published at brand.zapping.com, the public Brand Hub, and are documented in Notion.
- design tokens in code
- 362
- ZappingFont styles
- 10
- motion curves
- 3
- pink · gradients
- 1·0
- adoption tools
- 2
08 · In use
One horizontal. Two verticals.
Diseñamos un servicio que pone a las personas primero, sin letra chica, y con tecnología de punta.
A service designed to put people first, with no fine print and state-of-the-art technology.
09 · Credits
- Client
- Zapping, a live streaming TV service in Chile.
- Project
- Brand system, 2026.
- Role
- Brian Vicuña led the design of the brand system: design tokens in code, components, motion, publishing flow and adoption tools.
- Preexisting
- Zapping's wordmark and symbol, which predate the project. The contribution is the system that defines their use.
- Disciplines
- Brand system, design tokens in code, typography and motion (After Effects).