The mark consists of an isotype and logo. The isotype the form represents Coatl, the snake that is related to the Aztec deity Quetzalcoatl. The logo typography is the name of the restaurant, made to be shown in a versatile typography that allows to play with vivid colors. Both, the isotype and logo create an imago type. They can be used separately or together. The typeface used as representatives of the brand is the New Wave Aztec for headlines and Gotham in its different variations for the body of the texts. There are two version of the isotype and logo. The main version, using the isotype on the left side and the logo on the right side, forming the imago type. The secondary version, only using the logo. Both versions cannot be changed. The chromaticity used comes from the colors with which the imago type was created, each with a specific meaning that allows the target to experience different positive sensations. The colors used are yellow, blue, indigo, magenta, orange, and turquoise. Finally, the imago type has patterns inspired by Mayan and Aztec cultures, these patterns are used in different elements, like the brand manual, stationery, merchandising, marketing, etc.