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The AMX typeface family emerged as a strategic and formally rigorous solution to the problems of visual homologation and high licensing costs associated with the use of the DIN family in different Latin American countries. The inconsistent implementation of incomplete and misaligned versions with local needs led to the decision to develop an exclusive, customized and technically robust typeface. Under the direction of Santa Marca and with the technical support of Elí Castellanos in manual hinting, a comprehensive typographic system was designed that not only meets the functional requirements of the Claro brand, but also expands its potential for use within the digital ecosystem of the América Móvil group.

From its conception, AMX responds to three fundamental conceptual guidelines: it should convey warmth and human closeness, in contrast to the geometric coldness of DIN; it should be versatile, able to coexist harmoniously with the Claro logo and its secondary typeface, Roboto; and finally, it should communicate strength and visual authority, essential qualities for a leading telecommunications brand. These premises resulted in a formal structure balanced between the rational and the expressive, with proportions carefully tuned to optimize its legibility on screen and in print.

The complete system consists of 19 fonts distributed in six roman weights with their respective italics, a condensed variant designed for environments with reduced space such as invoicing, and a version called Claro Brands, specifically designed for the typographic construction of sub-brands such as Claro Video, Claro Play and Claro Music. In addition, icons and graphic elements were incorporated to enrich institutional communication and reinforce the visual unity of the brand. The staggered implementation according to internal user profiles guarantees a rigorous control of the system and its correct application in all platforms.