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Annex 09 - Branding & Communication Framework

Identity, Messaging, Communication Protocols & Public Transparency​

Vigía Incubation Framework (VIF)​

National Public–Private Incubator Network Guide - Version 1.0

1. Introduction

This annex defines the branding, identity, communication, and public transparency standards for all actors operating within the Vigía Incubation Framework (VIF), including:

  • national innovation authorities,
  • public–private incubator nodes,
  • startups participating in the network,
  • universities and research centers,
  • investors and co-investors,
  • the National Steering Council (NSC),
  • the Technical Operations Unit (TOU),
  • the Investment Committee (IC).

The purpose of this annex is to:

  • ensure consistent use of the national incubator network brand,
  • protect the credibility and integrity of the system,
  • standardize messaging across public and private organizations,
  • reduce communication risks and misrepresentation,
  • align public communication with evidence (MCF 2.1) and maturity (IMM-P®),
  • ensure transparency without compromising compliance or confidentiality,
  • reflect futures-oriented insights from Vigía Futura.

This annex serves as the official guide for all branding and communication activities across the national network.

2. How to Use This Annex

2.1 Mandatory Components (Non‑Negotiable)​

Must be followed exactly as defined:

  • usage of the official national branding elements,
  • communication protocols and approval chains,
  • IC independence (communications must not influence investment decisions),
  • accurate representation of data based on VIF evidence standards,
  • use of VIF trademarks and proprietary frameworks,
  • compliance with Annex 07 (Data Privacy & Sharing),
  • transparent public reporting standards,
  • rules governing political neutrality.

2.2 Adaptable Components​

May be localized according to national context:

  • color variations to match national identity (while keeping core VIF marks intact),
  • font families (as long as legibility/accessibility is preserved),
  • multilingual adaptations,
  • national transparency requirements,
  • inclusion of relevant government ministry logos,
  • adaptations to communication channels (e.g., WhatsApp, SMS, national portals).

2.3 Prohibited Modifications​

Countries may NOT:

  • alter or rebrand MicroCanvas®, IMM-P®, or Vigía Futura,
  • modify official templates or logos without authorization,
  • use branding to promote political campaigns,
  • claim credit for proprietary Doulab methodologies,
  • misrepresent evidence, KPIs, or maturity results,
  • use VIF branding for unrelated or unauthorized initiatives.

3. Branding Architecture Diagram

Branding Architecture Flow
flowchart TD
    A(National Identity) --> B(VIF Core Brand)
    B --> C(Incubator Node Branding)
    B --> D(Program Branding)
    B --> E(Startups' Public Communications)
    C --> F(Templates & Visual Assets)
    D --> G(Campaigns & Public Outreach)
    E --> H(Transparency & Evidence-Based Communication)

4. VIF Brand System: Core Elements

4.1 Logo & Visual System​

  • Official national VIF logo (central identity).
  • Sub-brand lockups for incubator nodes.
  • Approved horizontal and vertical variants.
  • Minimum spacing and size requirements.

4.2 Color Palette​

A standardized palette ensures consistency:

PurposeColorNotes
National IdentityTo be set by local authorityAdjustable
VIF PrimaryDeep Blue / Neutral variantsNon-negotiable
Supportive ColorsLocal auxiliary paletteMust ensure contrast and accessibility

4.3 Typography​

  • Primary font (recommended): Sans-serif modern family.
  • Secondary font (for long-form text): Serif optional.
  • Minimum accessibility requirements (WCAG AA).

4.4 Usage Guidelines​

  • No stretching, distortion, or recoloring of official logos.
  • Placement rules for co-branded materials.
  • Clear space requirements.
  • Protection against misuse.

5. Communication Protocols (Governance-Aligned)

5.1 NSC Communication Role (Strategic Level)​

The NSC is responsible for:

  • national communication strategy,
  • major public announcements,
  • foresight-aligned narrative direction,
  • alignment with national development strategy,
  • annual transparency reports.

5.2 TOU Communication Role (Operational Level)​

The TOU oversees:

  • operational announcements,
  • program calendars,
  • public reporting of KPIs,
  • dissemination of calls for applications,
  • publication of templates and guidelines,
  • crisis communication execution.

5.3 IC Communication Role (Restricted)​

The Investment Committee may:

  • publish process-related communications (e.g., evaluation cycles),
  • publish anonymized performance summaries.

The IC may not:

  • issue recommendations directly to startups,
  • publish any startup‑specific evidence, KPIs, or decisions,
  • make promotional statements,
  • engage in public commentary about ongoing investment processes.

5.4 Incubator Nodes​

Nodes must:

  • use approved templates,
  • follow TOU review/approval processes before issuing materials,
  • conduct public events aligned with national guidance,
  • ensure accurate representation of evidence and KPIs,
  • avoid overstatement of results or guarantees.

5.5 Startups​

Startups must:

  • avoid misrepresenting their maturity or evidence,
  • avoid fabricating KPIs or user metrics,
  • request approval before using national network branding,
  • follow Annex 07 rules when mentioning users or data,
  • refrain from political messaging using the national brand.

6. Evidence‑Based Communication Requirements

All communication must align with VIF’s evidence and maturity principles.

6.1 Mandatory Elements​

  • Every claim must be supported by verifiable evidence (MCF 2.1).
  • Maturity levels must reflect IMM-P® assessments.
  • KPI reporting must be accurate and auditable.
  • Media and public materials must avoid premature claims.

6.2 Prohibited Practices​

  • Exaggerated claims about user growth, investment, or traction.
  • Statements implying guaranteed outcomes.
  • Claiming endorsements by NSC, TOU, IC, or the government.
  • Using confidential or personal data in marketing.

7. Digital Communication Standards

7.1 Website & Portal Standards​

  • Accessibility: WCAG AA compliance.
  • Clear attribution to VIF.
  • Correct use of logos and disclaimers.
  • Open graph metadata standards.
  • Analytics practices aligned with privacy laws (Annex 07).

7.2 Social Media​

  • Clear guidelines for posts, shared content, co-branding, and partner mentions.
  • Mandatory disclaimers when communicating early-stage results.
  • Prohibition of political content.

7.3 Public Data & Dashboards​

  • Use anonymized KPI sets.
  • Avoid raw data releases unless legally required.
  • Ensure transparency while protecting confidentiality.

8. Brand Misuse: Examples & Enforcement

8.1 Acceptable​

  • Announcing participation in the national network.
  • Sharing validated progress.
  • Publishing events, calls, or workshops.
  • Acknowledging support from incubator nodes.

8.2 Restricted (Requires Approval)​

  • Using logos in investor decks.
  • Co‑branding with private sponsors.
  • Announcing major program achievements.
  • Launching public campaigns.

8.3 Prohibited​

  • Using VIF identity for political campaigns.
  • Using the brand to imply government endorsement of a startup.
  • Misrepresenting maturity, evidence, or KPI data.
  • Altering logos or proprietary frameworks.
  • Sharing confidential evidence or user data.

9. Crisis Communication Protocol

9.1 Trigger Conditions​

  • data breach (Annex 07),
  • fraud or evidence manipulation,
  • misconduct by startups or mentors,
  • reputational threats to the network,
  • legal non‑compliance or media controversies.

9.2 Response Framework​

  1. Immediate notification to TOU.
  2. NSC oversight for severe cases.
  3. Temporary suspension of public communication by affected node/startup.
  4. Official statement prepared by TOU.
  5. Follow‑up transparency report when applicable.

10. Localization Guidance

Countries must adapt:

  • national transparency laws and communication obligations,
  • local accessibility requirements,
  • multilingual identity adaptations,
  • national color and symbol requirements.

Countries may NOT:

  • alter or rebrand proprietary frameworks (MCF, IMM-P®, Vigía Futura),
  • change governance-related communication rules,
  • dilute evidence-based communication principles,
  • use the national incubator branding for political messaging.

11. Reference Snapshot

Primary Doulab frameworks:

External influences (non-primary):

  • OECD Guiding Principles for Public Communication
  • UNESCO Guidelines for Ethical Communication
  • OECD Public Governance Principles
  • WIPO Guidelines on Branding for Innovation Ecosystems
  • WCAG Accessibility Standards

Full bibliography available in 11-references.md.

12. Licensing

Vigia Incubation Framework © 2025 by Luis A. Santiago is licensed under CC BY-NC-ND 4.0 CC BY NC ND See: LICENSE.md

MicroCanvas®, IMM-P® and VIF are proprietary methodologies of Doulab.