The spirit of the GRUIZ brand image is inspired by the qualities of Gustavo Ruiz himself: multidisciplinary, dynamic, fresh, versatile, proactive and restless. In addiction to concepts such as:

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- KAOS: in it is creativity and new perspectives. Kaos is a creative order.

- STRENGTH: represented with intense colors, it shows the power to fight for all the goals that you want to achieve.

- TRANSPARENCY: generates confidence and tranquility, as well as seriousness.

- FRESHNESS: brings with it new and innovative ideas, special concepts that not everyone reaches.

- TANGIBILITY: it is represented by imperfect lines, which provide the most human and tactile side.​​​