diff --git a/frontend/src/components/AgendaPrint.tsx b/frontend/src/components/AgendaPrint.tsx
index d35def0..5cf16b5 100644
--- a/frontend/src/components/AgendaPrint.tsx
+++ b/frontend/src/components/AgendaPrint.tsx
@@ -1,6 +1,7 @@
 import type { FC } from 'react';
 import { Printer } from 'lucide-react';
 import { Button, Modal } from './ui';
+import { useAuth } from '../lib/auth';
 import type { Appointment, Bloqueo } from '../services/odoo';
 
 // Vista de impresión de la agenda del día (patrón print-*): un bloque por
@@ -50,6 +51,7 @@ const AgendaPrint: FC<AgendaPrintProps> = ({
   doctors,
   filterDoctorName,
 }) => {
+  const { brand } = useAuth();
   const dayApts = appointments.filter((a) => a.date === date);
   // Bloques: un doctor por bloque (o solo el filtrado). Incluye "Sin asignar"
   // si hay citas sin doctor.
@@ -122,7 +124,7 @@ const AgendaPrint: FC<AgendaPrintProps> = ({
         {/* Encabezado */}
         <div className="flex items-start justify-between border-b-2 border-[#1A1A1A] pb-3 mb-4">
           <div>
-            <p className="text-lg font-bold">SKEEN Derma Experts</p>
+            <p className="text-lg font-bold">{brand.nombre}</p>
             <p className="text-sm text-[#555]">Agenda del día</p>
           </div>
           <div className="text-right">
diff --git a/frontend/src/components/HomeNestLayout.tsx b/frontend/src/components/HomeNestLayout.tsx
index 507f0aa..d9161ff 100644
--- a/frontend/src/components/HomeNestLayout.tsx
+++ b/frontend/src/components/HomeNestLayout.tsx
@@ -53,8 +53,6 @@ interface LayoutProps {
   subtitle?: string;
 }
 
-const LOGO_HOMENEST = '/skeen-brand/logos/Logo%20Completo%20Negro.png';
-
 const topNavItems = [
   { label: 'Dashboard', icon: LayoutDashboard, href: '/' },
   { label: 'Agenda', icon: Calendar, href: '/agenda' },
@@ -114,7 +112,7 @@ const menuSections = [
 export const HomeNestLayout: FC<LayoutProps> = ({ children, title: _title, subtitle: _subtitle }) => {
   const location = useLocation();
   const navigate = useNavigate();
-  const { user, canSee, hasRole, logout } = useAuth();
+  const { user, canSee, hasRole, logout, brand } = useAuth();
   const [menuOpen, setMenuOpen] = useState(false);
   const [expanded, setExpanded] = useState<string[]>(['Clínica']);
   const chatUnread = useChatUnread();
@@ -239,7 +237,7 @@ export const HomeNestLayout: FC<LayoutProps> = ({ children, title: _title, subti
                 <Menu size={22} />
               </Button>
               <Link to="/" className="flex items-center gap-2">
-                <img src={LOGO_HOMENEST} alt="SKEEN" className="h-8 w-auto object-contain" />
+                <img src={brand.logo_oscuro} alt={brand.nombre} className="h-8 w-auto object-contain" />
               </Link>
             </div>
 
@@ -515,7 +513,7 @@ export const HomeNestLayout: FC<LayoutProps> = ({ children, title: _title, subti
           <div className="fixed inset-0 z-40 lg:hidden" style={{ backgroundColor: 'rgba(62,44,28,0.4)' }} onClick={() => setMenuOpen(false)} aria-hidden="true" />
           <aside className="fixed inset-y-0 left-0 w-80 z-50 flex flex-col overflow-y-auto lg:hidden" style={{ backgroundColor: 'var(--surface)' }}>
             <div className="flex items-center justify-between px-5 h-16 border-b" style={{ borderColor: 'var(--border)' }}>
-              <img src={LOGO_HOMENEST} alt="SKEEN" className="h-8 w-auto object-contain" />
+              <img src={brand.logo_oscuro} alt={brand.nombre} className="h-8 w-auto object-contain" />
               <Button variant="ghost" size="sm" onClick={() => setMenuOpen(false)} aria-label="Cerrar menú">
                 <X size={22} />
               </Button>
diff --git a/frontend/src/components/SkeenLayout.tsx b/frontend/src/components/SkeenLayout.tsx
index f68fca5..50e211a 100644
--- a/frontend/src/components/SkeenLayout.tsx
+++ b/frontend/src/components/SkeenLayout.tsx
@@ -55,8 +55,6 @@ interface LayoutProps {
   subtitle?: string;
 }
 
-const LOGO_SKEEN = '/skeen-brand/logos/Logo%20Completo%20Blanco.png';
-
 const menuGroups = [
   {
     label: 'Principal',
@@ -122,7 +120,7 @@ const menuGroups = [
 export const SkeenLayout: FC<LayoutProps> = ({ children, title, subtitle }) => {
   const location = useLocation();
   const navigate = useNavigate();
-  const { user, canSee, hasRole, logout } = useAuth();
+  const { user, canSee, hasRole, logout, brand } = useAuth();
   const [sidebarOpen, setSidebarOpen] = useState(false);
   const chatUnread = useChatUnread();
   // Sidebar colapsable (modo iconos). Preferencia persistente; en pantallas
@@ -266,7 +264,7 @@ export const SkeenLayout: FC<LayoutProps> = ({ children, title, subtitle }) => {
   }) => (
     <>
       <div className={`h-20 flex items-center border-b border-white/10 shrink-0 ${collapsed ? 'flex-col justify-center gap-1 px-1' : 'px-5 lg:px-6'}`}>
-        <img src={LOGO_SKEEN} alt="SKEEN" className={collapsed ? 'h-5 w-auto object-contain' : 'h-7 w-auto object-contain'} />
+        <img src={brand.logo_claro} alt={brand.nombre} className={collapsed ? 'h-5 w-auto object-contain' : 'h-7 w-auto object-contain'} />
         {showToggle && (
           <button
             type="button"
@@ -466,7 +464,7 @@ export const SkeenLayout: FC<LayoutProps> = ({ children, title, subtitle }) => {
         style={{ backgroundColor: 'var(--sidebar-bg)' }}
       >
         <div className="h-20 flex items-center justify-between px-5 border-b border-white/10 shrink-0">
-          <img src={LOGO_SKEEN} alt="SKEEN" className="h-7 w-auto object-contain" />
+          <img src={brand.logo_claro} alt={brand.nombre} className="h-7 w-auto object-contain" />
           <Button variant="ghost" size="sm" onClick={() => setSidebarOpen(false)} aria-label="Cerrar menú">
             <X size={22} />
           </Button>
diff --git a/frontend/src/components/inventario/AlertasPanel.tsx b/frontend/src/components/inventario/AlertasPanel.tsx
index a25f89a..3a5dc2d 100644
--- a/frontend/src/components/inventario/AlertasPanel.tsx
+++ b/frontend/src/components/inventario/AlertasPanel.tsx
@@ -6,6 +6,7 @@ import { ExportButton } from '../ui/ExportButton';
 import MovimientoModal from './MovimientoModal';
 import { exportToExcel } from '../../lib/exporter';
 import { odooApi, type CaducidadRow, type SugerenciaRow } from '../../services/odoo';
+import { useAuth } from '../../lib/auth';
 import type { BadgeVariant } from '../ui/Badge';
 
 const fmtMoney = (n: number) =>
@@ -18,6 +19,7 @@ const caducidadBadge = (row: CaducidadRow): { variant: BadgeVariant; label: stri
 };
 
 const AlertasPanel: FC = () => {
+  const { brand } = useAuth();
   const [caducidades, setCaducidades] = useState<CaducidadRow[]>([]);
   const [sugerencia, setSugerencia] = useState<SugerenciaRow[]>([]);
   const [totalSugerencia, setTotalSugerencia] = useState({ items: 0, costo_total: 0 });
@@ -51,7 +53,7 @@ const AlertasPanel: FC = () => {
       await exportToExcel({
         filename: `sugerencia-compra-${new Date().toISOString().split('T')[0]}`,
         sheetName: 'Sugerencia de compra',
-        title: 'Sugerencia de compra — inventario SKEEN',
+        title: `Sugerencia de compra — inventario ${brand.nombre}`,
         subtitle: `${totalSugerencia.items} artículos bajo mínimo · costo estimado ${fmtMoney(totalSugerencia.costo_total)}`,
         columns: [
           { header: 'Artículo', key: 'name' },
diff --git a/frontend/src/components/reportes/ExportarReport.tsx b/frontend/src/components/reportes/ExportarReport.tsx
index 870f844..8dd46f1 100644
--- a/frontend/src/components/reportes/ExportarReport.tsx
+++ b/frontend/src/components/reportes/ExportarReport.tsx
@@ -37,7 +37,7 @@ const ExportarReport: FC = () => {
         return;
       }
       await exportToExcel({
-        filename: `${soloVip ? 'correos-vip' : 'correos'}-skeen-${new Date().toISOString().split('T')[0]}`,
+        filename: `${soloVip ? 'correos-vip' : 'correos'}-${new Date().toISOString().split('T')[0]}`,
         sheetName: soloVip ? 'Correos VIP' : 'Correos',
         title: soloVip ? 'Correos de pacientes VIP' : 'Correos de pacientes',
         subtitle: `${filtrados.length} correos`,
@@ -74,7 +74,7 @@ const ExportarReport: FC = () => {
         page += 1;
       } while (page <= totalPages);
       await exportToExcel({
-        filename: `lista-precios-skeen-${new Date().toISOString().split('T')[0]}`,
+        filename: `lista-precios-${new Date().toISOString().split('T')[0]}`,
         sheetName: 'Lista de precios',
         title: 'Lista de precios de servicios',
         subtitle: `${rows.length} servicios activos`,
diff --git a/frontend/src/components/reportes/KpisReport.tsx b/frontend/src/components/reportes/KpisReport.tsx
index 7617d42..8833891 100644
--- a/frontend/src/components/reportes/KpisReport.tsx
+++ b/frontend/src/components/reportes/KpisReport.tsx
@@ -15,6 +15,7 @@ import { ExportButton } from '../ui/ExportButton';
 import { exportToExcel } from '../../lib/exporter';
 import { odooApi, type KpisReport as KpisData } from '../../services/odoo';
 import { useReportRange } from '../../lib/reportRange';
+import { useAuth } from '../../lib/auth';
 
 const pct = (v: number) => `${Math.round(v * 100)}%`;
 
@@ -30,6 +31,7 @@ const Kpi: FC<{ label: string; value: React.ReactNode; icon: React.ReactNode; ro
 );
 
 const KpisReport: FC = () => {
+  const { brand } = useAuth();
   // Rango global de Reportes; los campos Inicio/Fin fijan uno propio
   const { start, end, setStart, setEnd } = useReportRange('kpis');
   const [data, setData] = useState<KpisData | null>(null);
@@ -69,7 +71,7 @@ const KpisReport: FC = () => {
       await exportToExcel({
         filename: `kpis-${start}_${end}`,
         sheetName: 'KPIs',
-        title: 'KPIs clínicos SKEEN',
+        title: `KPIs clínicos ${brand.nombre}`,
         subtitle: `Del ${start} al ${end}`,
         columns: [
           { header: 'Sección', key: 'seccion' },
diff --git a/frontend/src/lib/auth.tsx b/frontend/src/lib/auth.tsx
index ba772d2..d509e91 100644
--- a/frontend/src/lib/auth.tsx
+++ b/frontend/src/lib/auth.tsx
@@ -1,10 +1,11 @@
 import { createContext, useContext, useEffect, useState, useCallback } from 'react';
 import type { FC, ReactNode } from 'react';
-import { odooApi, type FrontendUser, type FrontendRole, type AgendaPerm } from '../services/odoo';
+import { odooApi, type FrontendUser, type FrontendRole, type AgendaPerm, type ClinicBrand, BRAND_DEFAULT } from '../services/odoo';
 
 const TOKEN_KEY = 'skeen_token';
 const USER_KEY = 'skeen_user';
 const MENU_ROLES_KEY = 'skeen_menu_roles';
+const BRAND_KEY_LS = 'skeen_clinic_brand';
 
 const ROLE_RANK: Record<FrontendRole, number> = {
   admin: 100,
@@ -76,6 +77,9 @@ interface AuthContextValue {
   hasRole: (min: FrontendRole) => boolean;
   canSee: (href: string) => boolean;
   canAgenda: (perm: AgendaPerm) => boolean;
+  // Brand de la clínica (white-label). BRAND_DEFAULT hasta que /brand responde.
+  brand: ClinicBrand;
+  setBrand: (b: ClinicBrand) => void;
 }
 
 const AuthContext = createContext<AuthContextValue | undefined>(undefined);
@@ -96,6 +100,34 @@ export const AuthProvider: FC<{ children: ReactNode }> = ({ children }) => {
       return null;
     }
   });
+  // Brand de la clínica: se hidrata del caché para no parpadear y se refresca
+  // con /brand en el arranque (mismo patrón que menuRoles).
+  const [brand, setBrandState] = useState<ClinicBrand>(() => {
+    try {
+      const cached = localStorage.getItem(BRAND_KEY_LS);
+      return cached ? { ...BRAND_DEFAULT, ...JSON.parse(cached) } : BRAND_DEFAULT;
+    } catch {
+      return BRAND_DEFAULT;
+    }
+  });
+
+  const setBrand = useCallback((b: ClinicBrand) => {
+    setBrandState(b);
+    localStorage.setItem(BRAND_KEY_LS, JSON.stringify(b));
+    // Título de la pestaña sigue al brand configurado.
+    if (typeof document !== 'undefined' && b.nombre) {
+      document.title = b.nombre;
+    }
+  }, []);
+
+  const refreshBrand = useCallback(async () => {
+    try {
+      const res = await odooApi.getBrand();
+      if (res.status === 'success' && res.brand) setBrand(res.brand);
+    } catch {
+      // fallback: BRAND_DEFAULT / caché
+    }
+  }, [setBrand]);
 
   const refreshMenuRoles = useCallback(async () => {
     try {
@@ -146,6 +178,7 @@ export const AuthProvider: FC<{ children: ReactNode }> = ({ children }) => {
           setUser(res.user);
           localStorage.setItem(USER_KEY, JSON.stringify(res.user));
           refreshMenuRoles();
+          refreshBrand();
         } else {
           clear();
         }
@@ -184,6 +217,7 @@ export const AuthProvider: FC<{ children: ReactNode }> = ({ children }) => {
     setToken(res.token);
     setUser(res.user);
     refreshMenuRoles();
+    refreshBrand();
     return res.user;
   };
 
@@ -232,7 +266,7 @@ export const AuthProvider: FC<{ children: ReactNode }> = ({ children }) => {
   };
 
   return (
-    <AuthContext.Provider value={{ user, token, loading, bootError, retryBoot, login, logout, hasRole, canSee, canAgenda }}>
+    <AuthContext.Provider value={{ user, token, loading, bootError, retryBoot, login, logout, hasRole, canSee, canAgenda, brand, setBrand }}>
       {children}
     </AuthContext.Provider>
   );
diff --git a/frontend/src/lib/ticketConfig.ts b/frontend/src/lib/ticketConfig.ts
index a5c7608..6bbcb9a 100644
--- a/frontend/src/lib/ticketConfig.ts
+++ b/frontend/src/lib/ticketConfig.ts
@@ -1,5 +1,6 @@
 import { useEffect, useState } from 'react';
 import { odooApi } from '../services/odoo';
+import { useAuth } from './auth';
 
 // Configuración del ticket (diseño + datos de la clínica + logo).
 //
@@ -178,15 +179,16 @@ export const ticketConfigActual = (): TicketConfig => actual;
  * Datos de la clínica para los documentos impresos (ticket, recibo, estado de
  * cuenta, receta, corte, conteo). Sale de la configuración del servidor; si
  * nunca se configuró, cae al skeen_clinic_settings de este navegador y de ahí
- * a los valores históricos de SKEEN.
+ * al nombre del brand (SKEEN por omisión, o la clínica white-label).
  */
 export const useClinicaPrint = () => {
+  const { brand } = useAuth();
   const c = useTicketConfig().clinica;
   const local = leerLocal()?.clinica;
   const mix = (campo: keyof TicketClinica, porDefecto = '') =>
     String(c[campo] || local?.[campo] || porDefecto || '');
   return {
-    nombre: mix('nombre', 'SKEEN Derma Experts'),
+    nombre: mix('nombre', brand.nombre),
     direccion: mix('direccion', 'Playas de Rosarito, Baja California'),
     telefono: mix('telefono'),
     email: mix('email'),
diff --git a/frontend/src/pages/Configuracion.tsx b/frontend/src/pages/Configuracion.tsx
index f0318c0..d2ba0bb 100644
--- a/frontend/src/pages/Configuracion.tsx
+++ b/frontend/src/pages/Configuracion.tsx
@@ -1,5 +1,5 @@
 import type { FC } from 'react';
-import { useEffect, useMemo, useState } from 'react';
+import { useEffect, useMemo, useRef, useState } from 'react';
 import { useSearchParams } from 'react-router-dom';
 import { Phone, MapPin, Mail, Globe, Save, Building2, ArrowRightLeft, Percent, Check, Calculator } from 'lucide-react';
 import Layout from '../components/Layout';
@@ -11,7 +11,7 @@ import AuditoriaPanel from '../components/AuditoriaPanel';
 import TicketDesigner from '../components/TicketDesigner';
 import ImpactoModal from '../components/ImpactoModal';
 import { Card, Button, Input, PageHeader, toast } from '../components/ui';
-import { odooApi, type Doctor } from '../services/odoo';
+import { odooApi, type Doctor, BRAND_DEFAULT } from '../services/odoo';
 import { useAuth } from '../lib/auth';
 
 const TABS = [
@@ -48,7 +48,7 @@ const defaultSettings: ClinicSettings = {
 const STORAGE_KEY = 'skeen_clinic_settings';
 
 const Configuracion: FC = () => {
-  const { user } = useAuth();
+  const { user, brand, setBrand } = useAuth();
   // Gerencia gestiona usuarios y roles; la sección "Clínica" (tipo de cambio y
   // comisiones) queda para administración del sistema.
   const esAdmin = user?.role === 'admin';
@@ -66,7 +66,12 @@ const Configuracion: FC = () => {
     const sub = searchParams.get('sub');
     return sub === 'procedimientos' ? 'procedimientos' : 'diagnosticos';
   });
-  const [settings, setSettings] = useState<ClinicSettings>(defaultSettings);
+  const [settings, setSettings] = useState<ClinicSettings>(() => ({
+    ...defaultSettings,
+    // El nombre default sigue al brand (white-label); teléfono/dirección
+    // quedan en localStorage o los valores históricos de la clínica.
+    name: brand.nombre,
+  }));
   const [loading, setLoading] = useState(true);
 
   useEffect(() => {
@@ -97,6 +102,43 @@ const Configuracion: FC = () => {
   const [tcCurrent, setTcCurrent] = useState<{ rate: number; date: string; source: string } | null>(null);
   const [tcInput, setTcInput] = useState('');
   const [tcSaving, setTcSaving] = useState(false);
+  // ---- Identidad de la clínica (brand white-label) ----
+  const [brandForm, setBrandForm] = useState({
+    nombre: '', pie: '', logo_claro: '', logo_oscuro: '',
+  });
+  const [brandSaving, setBrandSaving] = useState(false);
+  const brandCargadoRef = useRef(false);
+  useEffect(() => {
+    if (brandCargadoRef.current || !brand.nombre) return;
+    brandCargadoRef.current = true;
+    setBrandForm({
+      nombre: brand.nombre === BRAND_DEFAULT.nombre ? '' : brand.nombre,
+      pie: brand.pie === BRAND_DEFAULT.pie ? '' : brand.pie,
+      logo_claro: brand.logo_claro === BRAND_DEFAULT.logo_claro ? '' : brand.logo_claro,
+      logo_oscuro: brand.logo_oscuro === BRAND_DEFAULT.logo_oscuro ? '' : brand.logo_oscuro,
+    });
+  }, [brand]);
+
+  const saveBrand = async () => {
+    setBrandSaving(true);
+    try {
+      const res = await odooApi.putBrand({
+        brand: {
+          nombre: brandForm.nombre.trim() || BRAND_DEFAULT.nombre,
+          pie: brandForm.pie.trim() || BRAND_DEFAULT.pie,
+          logo_claro: brandForm.logo_claro.trim() || BRAND_DEFAULT.logo_claro,
+          logo_oscuro: brandForm.logo_oscuro.trim() || BRAND_DEFAULT.logo_oscuro,
+        },
+        motivo: 'Identidad desde Configuración',
+      });
+      setBrand(res.brand);
+      toast.success('Identidad de la clínica actualizada (se ve al recargar en los demás equipos)');
+    } catch {
+      toast.error('No se pudo guardar la identidad de la clínica');
+    } finally {
+      setBrandSaving(false);
+    }
+  };
 
   useEffect(() => {
     if (!esAdmin) return;
@@ -368,6 +410,65 @@ const Configuracion: FC = () => {
           </Card.Body>
         </Card>
 
+        {/* Identidad de la clínica (white-label): nombre, pie y logos que ve
+            el usuario en login, menú lateral, impresos y títulos. Solo admin. */}
+        {esAdmin && (
+        <Card>
+          <Card.Body>
+            <h3 className="font-heading text-xl text-theme-heading mb-1">Identidad de la clínica</h3>
+            <p className="text-sm text-theme-muted mb-4">
+              Nombre, pie de página y logos que aparecen en el inicio de sesión, el menú y los
+              documentos impresos. Dejar un campo vacío vuelve al valor por omisión.
+            </p>
+            <div className="grid grid-cols-1 sm:grid-cols-2 gap-4">
+              <Input
+                label="Nombre comercial"
+                value={brandForm.nombre}
+                onChange={(e) => setBrandForm((f) => ({ ...f, nombre: e.target.value }))}
+                placeholder={BRAND_DEFAULT.nombre}
+              />
+              <Input
+                label="Pie de página (login / documentos)"
+                value={brandForm.pie}
+                onChange={(e) => setBrandForm((f) => ({ ...f, pie: e.target.value }))}
+                placeholder={BRAND_DEFAULT.pie}
+              />
+              <Input
+                label="Logo fondo oscuro (ruta o URL)"
+                value={brandForm.logo_claro}
+                onChange={(e) => setBrandForm((f) => ({ ...f, logo_claro: e.target.value }))}
+                placeholder={BRAND_DEFAULT.logo_claro}
+              />
+              <Input
+                label="Logo fondo claro (ruta o URL)"
+                value={brandForm.logo_oscuro}
+                onChange={(e) => setBrandForm((f) => ({ ...f, logo_oscuro: e.target.value }))}
+                placeholder={BRAND_DEFAULT.logo_oscuro}
+              />
+            </div>
+            <div className="flex items-center gap-3 mt-4">
+              {(brandForm.logo_claro || brandForm.logo_oscuro) && (
+                <div className="flex items-center gap-2">
+                  {brandForm.logo_claro && (
+                    <span className="inline-flex items-center justify-center w-24 h-10 rounded-lg bg-[#1A1A1A] border border-theme-border">
+                      <img src={brandForm.logo_claro} alt="logo oscuro" className="max-h-7 max-w-[88px] object-contain" />
+                    </span>
+                  )}
+                  {brandForm.logo_oscuro && (
+                    <span className="inline-flex items-center justify-center w-24 h-10 rounded-lg bg-white border border-theme-border">
+                      <img src={brandForm.logo_oscuro} alt="logo claro" className="max-h-7 max-w-[88px] object-contain" />
+                    </span>
+                  )}
+                </div>
+              )}
+              <Button onClick={saveBrand} loading={brandSaving}>
+                Guardar identidad
+              </Button>
+            </div>
+          </Card.Body>
+        </Card>
+        )}
+
         <Card className="lg:col-span-2">
           <Card.Body>
             <h3 className="font-heading text-xl text-theme-heading mb-1 flex items-center">
diff --git a/frontend/src/pages/Cortes.tsx b/frontend/src/pages/Cortes.tsx
index 498703e..15c4e48 100644
--- a/frontend/src/pages/Cortes.tsx
+++ b/frontend/src/pages/Cortes.tsx
@@ -18,6 +18,7 @@ import {
 } from '../components/ui';
 import { CortePrint } from '../components/CortePrint';
 import { odooApi, type CashClosing } from '../services/odoo';
+import { useAuth } from '../lib/auth';
 import { exportToExcel } from '../lib/exporter';
 
 const money = (v: number) =>
@@ -33,6 +34,7 @@ const PASOS = [
 ] as const;
 
 const Cortes: FC = () => {
+  const { brand } = useAuth();
   const [closings, setClosings] = useState<CashClosing[]>([]);
   const [loading, setLoading] = useState(true);
   const [error, setError] = useState<string | null>(null);
@@ -79,9 +81,9 @@ const Cortes: FC = () => {
     }
     try {
       await exportToExcel({
-        filename: `cortes-skeen-${mes}`,
+        filename: `cortes-${mes}`,
         sheetName: 'Cortes',
-        title: 'Cortes de caja SKEEN',
+        title: `Cortes de caja ${brand.nombre}`,
         subtitle: `Mes ${mes} · ${cortesDelMes.length} cortes`,
         columns: [
           { header: 'Referencia', key: 'name' },
diff --git a/frontend/src/pages/Cumpleanos.tsx b/frontend/src/pages/Cumpleanos.tsx
index 94ee1da..5a9063a 100644
--- a/frontend/src/pages/Cumpleanos.tsx
+++ b/frontend/src/pages/Cumpleanos.tsx
@@ -6,6 +6,7 @@ import { Card, PageHeader, Button, toast } from '../components/ui';
 import { odooApi } from '../services/odoo';
 import type { Birthday } from '../services/odoo';
 import { waLink } from '../lib/whatsapp';
+import { useAuth } from '../lib/auth';
 import { exportToExcel } from '../lib/exporter';
 
 type Period = 'today' | 'week' | 'month';
@@ -25,10 +26,11 @@ const fmtDate = (s: string | null) => {
   return d.toLocaleDateString('es-MX', { day: '2-digit', month: 'short' });
 };
 
-const waBirthdayText = (name: string) =>
-  `¡Feliz cumpleaños ${(name || '').split(' ')[0]}! Le saluda el equipo de SKEEN Derma Experts.`;
+const waBirthdayText = (name: string, marca: string) =>
+  `¡Feliz cumpleaños ${(name || '').split(' ')[0]}! Le saluda el equipo de ${marca}.`;
 
 const Cumpleanos: FC = () => {
+  const { brand } = useAuth();
   const [period, setPeriod] = useState<Period>('month');
   const [items, setItems] = useState<Birthday[]>([]);
   const [range, setRange] = useState<{ start: string; end: string } | null>(null);
@@ -57,9 +59,9 @@ const Cumpleanos: FC = () => {
   const exportBirthdays = async () => {
     try {
       await exportToExcel({
-        filename: `cumpleaneros-skeen-${period}-${new Date().toISOString().split('T')[0]}`,
+        filename: `cumpleaneros-${period}-${new Date().toISOString().split('T')[0]}`,
         sheetName: 'Cumpleañeros',
-        title: 'Cumpleañeros SKEEN',
+        title: `Cumpleañeros ${brand.nombre}`,
         subtitle: `Periodo: ${period} · ${items.length} pacientes`,
         columns: [
           { header: 'Nombre', key: 'name' },
@@ -160,9 +162,9 @@ const Cumpleanos: FC = () => {
                         {fmtMoney(b.amount_due)}
                       </td>
                       <td className="px-4 py-3 text-right">
-                        {waLink(b.whatsapp || b.phone, waBirthdayText(b.name)) ? (
+                        {waLink(b.whatsapp || b.phone, waBirthdayText(b.name, brand.nombre)) ? (
                           <a
-                            href={waLink(b.whatsapp || b.phone, waBirthdayText(b.name)) || '#'}
+                            href={waLink(b.whatsapp || b.phone, waBirthdayText(b.name, brand.nombre)) || '#'}
                             target="_blank"
                             rel="noreferrer"
                             className="inline-flex items-center gap-1 text-theme-heading hover:text-theme-accent text-xs font-medium"
diff --git a/frontend/src/pages/Login.tsx b/frontend/src/pages/Login.tsx
index 8983305..2228df7 100644
--- a/frontend/src/pages/Login.tsx
+++ b/frontend/src/pages/Login.tsx
@@ -1,16 +1,14 @@
 import type { FC, FormEvent } from 'react';
-import { useState } from 'react';
+import { useEffect, useState } from 'react';
 import { useNavigate } from 'react-router-dom';
 import { Eye, EyeOff, LogIn } from 'lucide-react';
 import { Button, Input } from '../components/ui';
+import { odooApi } from '../services/odoo';
 import { useAuth } from '../lib/auth';
 import { useTheme } from '../lib/theme';
 
-const LOGO_SKEEN = '/skeen-brand/logos/Logo%20Completo%20Blanco.png';
-const LOGO_HOMENEST = '/skeen-brand/logos/Logo%20Completo%20Negro.png';
-
 const Login: FC = () => {
-  const { login } = useAuth();
+  const { login, brand, setBrand } = useAuth();
   const { theme } = useTheme();
   const navigate = useNavigate();
   const [username, setUsername] = useState('');
@@ -19,7 +17,18 @@ const Login: FC = () => {
   const [submitting, setSubmitting] = useState(false);
   const [error, setError] = useState<string | null>(null);
   const isHomeNest = theme === 'homenest';
-  const logo = isHomeNest ? LOGO_HOMENEST : LOGO_SKEEN;
+  // El logo sigue al tema (claro/oscuro) pero el asset lo define el brand.
+  const logo = isHomeNest ? brand.logo_oscuro : brand.logo_claro;
+
+  // Sin sesión aún: el login pide el brand directo (GET público) para pintar
+  // nombre/logo de la clínica antes de autenticar.
+  useEffect(() => {
+    let vivo = true;
+    odooApi.getBrand()
+      .then((res) => { if (vivo && res.status === 'success' && res.brand) setBrand(res.brand); })
+      .catch(() => { /* queda el brand cacheado/default */ });
+    return () => { vivo = false; };
+  }, [setBrand]);
 
   const onSubmit = async (e: FormEvent) => {
     e.preventDefault();
@@ -68,7 +77,7 @@ const Login: FC = () => {
         <div className="text-center mb-10">
           <img
             src={logo}
-            alt="SKEEN Derma Experts"
+            alt={brand.nombre}
             className="h-10 w-auto object-contain mx-auto mb-6"
           />
           <h1 className="font-display text-3xl mb-2 tracking-wide" style={{ color: isHomeNest ? 'var(--text-heading)' : '#fff' }}>Bienvenido</h1>
@@ -128,7 +137,7 @@ const Login: FC = () => {
         </form>
 
         <p className="text-center text-xs mt-6" style={{ color: isHomeNest ? 'var(--text-muted)' : 'rgba(255,255,255,0.3)' }}>
-          SKEEN Derma Experts · Playas de Rosarito, B.C.
+          {brand.pie}
         </p>
       </div>
     </div>
diff --git a/frontend/src/pages/Pacientes.tsx b/frontend/src/pages/Pacientes.tsx
index 2825d03..2324a66 100644
--- a/frontend/src/pages/Pacientes.tsx
+++ b/frontend/src/pages/Pacientes.tsx
@@ -31,6 +31,7 @@ import type { BadgeVariant } from '../components/ui/Badge';
 import { useSearchParams } from 'react-router-dom';
 import { odooApi, type Patient, type Appointment, type Sale, type Visita, type Doctor, type EstadoCuenta, type PatientWallet, type ReceiptData } from '../services/odoo';
 import { exportToExcel } from '../lib/exporter';
+import { useAuth } from '../lib/auth';
 
 const fmtMoney = (n: number) =>
   (n || 0).toLocaleString('es-MX', { style: 'currency', currency: 'MXN', maximumFractionDigits: 0 });
@@ -120,6 +121,7 @@ const CRITICAL_ALERTS: { key: keyof Patient; label: string }[] = [
 ];
 
 const Pacientes: FC = () => {
+  const { brand } = useAuth();
   const [patients, setPatients] = useState<Patient[]>([]);
   const [loading, setLoading] = useState(true);
   const [submitting, setSubmitting] = useState(false);
@@ -481,9 +483,9 @@ const Pacientes: FC = () => {
       }
       const todos = res.patients;
       await exportToExcel({
-        filename: `pacientes-skeen-${new Date().toISOString().split('T')[0]}`,
+        filename: `pacientes-${new Date().toISOString().split('T')[0]}`,
         sheetName: 'Pacientes',
-        title: 'Pacientes SKEEN',
+        title: `Pacientes ${brand.nombre}`,
         subtitle: res.truncado
           ? `${res.total} de ${res.total_disponible} pacientes (límite ${res.limite})`
           : `${res.total} pacientes (exportación completa)`,
diff --git a/frontend/src/pages/Reportes.tsx b/frontend/src/pages/Reportes.tsx
index bd34797..796296f 100644
--- a/frontend/src/pages/Reportes.tsx
+++ b/frontend/src/pages/Reportes.tsx
@@ -142,7 +142,7 @@ interface CashReport {
 
 const ReportesContent: FC = () => {
   const [searchParams, setSearchParams] = useSearchParams();
-  const { hasRole, canSee } = useAuth();
+  const { hasRole, canSee, brand } = useAuth();
   const esAdmin = hasRole('admin');
   // PuedeVer una pestana = canSee('/reportes?tab=x'): la matriz guarda claves
   // por pestana y, cuando no existe la del tab, canSee cae al prefijo
@@ -262,9 +262,9 @@ const ReportesContent: FC = () => {
       commissions.forEach((c) =>
         rows.push({ seccion: 'Comisiones', concepto: c.doctor, cantidad: c.items, monto: c.commission }));
       await exportToExcel({
-        filename: `reporte-skeen-${start}_${end}`,
+        filename: `reporte-${start}_${end}`,
         sheetName: 'General',
-        title: 'Reporte general SKEEN',
+        title: `Reporte general ${brand.nombre}`,
         subtitle: `Rango ${start} a ${end} · efectivo del ${today}`,
         columns: [
           { header: 'Sección', key: 'seccion' },
diff --git a/frontend/src/pages/Ventas.tsx b/frontend/src/pages/Ventas.tsx
index 51c8bc6..8f5fc65 100644
--- a/frontend/src/pages/Ventas.tsx
+++ b/frontend/src/pages/Ventas.tsx
@@ -47,7 +47,7 @@ const paymentMethods = ['Efectivo', 'Tarjeta', 'Transferencia', 'MercadoPago'];
 
 const Ventas: FC = () => {
   const { openPatient } = usePatientDrawer();
-  const { user } = useAuth();
+  const { user, brand } = useAuth();
   const puedeCancelar = ROLES_CANCELAN.includes(user?.role || '');
   const [sales, setSales] = useState<Sale[]>([]);
   const [services, setServices] = useState<Service[]>([]);
@@ -314,9 +314,9 @@ const Ventas: FC = () => {
   const exportSales = async () => {
     try {
       await exportToExcel({
-        filename: `ventas-skeen-${new Date().toISOString().split('T')[0]}`,
+        filename: `ventas-${new Date().toISOString().split('T')[0]}`,
         sheetName: 'Ventas',
-        title: 'Ventas SKEEN',
+        title: `Ventas ${brand.nombre}`,
         subtitle: `${sales.length} ventas de la vista actual`,
         columns: [
           { header: 'Referencia', key: 'name' },
diff --git a/frontend/src/services/odoo.ts b/frontend/src/services/odoo.ts
index 9d10e0d..f05bb98 100644
--- a/frontend/src/services/odoo.ts
+++ b/frontend/src/services/odoo.ts
@@ -898,6 +898,22 @@ export const AGENDA_PERM_ITEMS: { key: AgendaPerm; label: string; nota: string }
   { key: 'visitas', label: 'Generar visitas', nota: 'Check-in (En cabina) y todo el expediente del día.' },
 ];
 
+// Brand de la clínica (white-label). El backend resuelve herencia: si la
+// clínica no configuró un campo, devuelve el default de SKEEN.
+export interface ClinicBrand {
+  nombre: string;
+  logo_claro: string;   // fondos oscuros (login SKEEN, sidebar)
+  logo_oscuro: string;  // fondos claros (tema HomeNest)
+  pie: string;          // línea del pie (login / documentos)
+}
+
+export const BRAND_DEFAULT: ClinicBrand = {
+  nombre: 'SKEEN Derma Experts',
+  logo_claro: '/skeen-brand/logos/Logo%20Completo%20Blanco.png',
+  logo_oscuro: '/skeen-brand/logos/Logo%20Completo%20Negro.png',
+  pie: 'SKEEN Derma Experts · Playas de Rosarito, B.C.',
+};
+
 export interface FrontendUser {
   id: number;
   login: string;
@@ -1338,6 +1354,17 @@ export const odooApi = {
     return data;
   },
 
+  // Brand de la clínica (white-label): nombre, logos y pie desde Config.
+  async getBrand(): Promise<{ status: string; brand: ClinicBrand; message?: string }> {
+    const { data } = await axios.get(`${ODOO_BASE}/skeen/frontend/v1/brand`);
+    return data;
+  },
+
+  async putBrand(payload: { brand: Partial<ClinicBrand>; motivo?: string }): Promise<{ status: string; brand: ClinicBrand; message?: string }> {
+    const { data } = await axios.put(`${ODOO_BASE}/skeen/frontend/v1/brand`, payload);
+    return data;
+  },
+
   async updateRolePermissions(matrix: Record<string, FrontendRole[]>): Promise<{ status: string; matrix: Record<string, FrontendRole[]>; message?: string }> {
     const { data } = await axios.put(`${ODOO_BASE}/skeen/frontend/v1/roles/permissions`, { matrix });
     return data;
diff --git a/odoo-addons/skeen_whatsapp/controllers/frontend.py b/odoo-addons/skeen_whatsapp/controllers/frontend.py
index 885203d..f857f97 100644
--- a/odoo-addons/skeen_whatsapp/controllers/frontend.py
+++ b/odoo-addons/skeen_whatsapp/controllers/frontend.py
@@ -6244,6 +6244,79 @@ class SkeenFrontendController(http.Controller):
         except Exception as e:
             return json_response({'status': 'error', 'message': str(e)}, 500)
 
+    # ============================================================
+    # Brand de la clínica (nombre, logos, pie) — white-label
+    # ============================================================
+    BRAND_KEY = 'skeen.clinic.brand'
+
+    def _brand_dict(self):
+        """Brand vigente: lo guardado en ir.config_parameter o defaults SKEEN.
+
+        Este endpoint es lo que permite desplegar la plataforma para otra
+        clínica sin tocar código: la instancia nueva solo cambia este
+        parámetro y sube sus logos. Los campos:
+          nombre      - nombre comercial (login, títulos, mensajes, tickets)
+          logo_claro  - logo para fondos oscuros (login SKEEN, sidebar)
+          logo_oscuro - logo para fondos claros (tema HomeNest)
+          pie         - línea del pie (login / documentos impresos)
+        """
+        defaults = {
+            'nombre': 'SKEEN Derma Experts',
+            'logo_claro': '/skeen-brand/logos/Logo%20Completo%20Blanco.png',
+            'logo_oscuro': '/skeen-brand/logos/Logo%20Completo%20Negro.png',
+            'pie': 'SKEEN Derma Experts · Playas de Rosarito, B.C.',
+        }
+        raw = request.env['ir.config_parameter'].sudo().get_param(self.BRAND_KEY)
+        if raw:
+            try:
+                guardado = json.loads(raw)
+                if isinstance(guardado, dict):
+                    defaults.update({k: str(v) for k, v in guardado.items()
+                                     if k in defaults and v is not None and str(v).strip()})
+            except Exception:
+                pass  # JSON roto: se sirven los defaults
+        return defaults
+
+    @http.route('/skeen/frontend/v1/brand', type='http',
+                auth='none', methods=['GET', 'OPTIONS'], csrf=False)
+    def get_brand(self, **kw):
+        """Brand de la clínica. PÚBLICO: el login (sin sesión) lo necesita
+        para pintar nombre/logo de la clínica antes de autenticar. Solo expone
+        nombre y URLs de logos, nada sensible."""
+        try:
+            return json_response({'status': 'success', 'brand': self._brand_dict()})
+        except Exception as e:
+            return json_response({'status': 'error', 'message': str(e)}, 500)
+
+    @http.route('/skeen/frontend/v1/brand', type='http',
+                auth='none', methods=['PUT', 'OPTIONS'], csrf=False)
+    @require_role('admin')
+    def put_brand(self, **kw):
+        """Guarda el brand. Solo admin del sistema; queda en la bitácora."""
+        try:
+            data = _parse_json_body()
+            brand = data.get('brand')
+            if not isinstance(brand, dict):
+                return json_response({'status': 'error',
+                                      'message': 'brand debe ser un objeto'}, 400)
+            antes = self._brand_dict()
+            limpio = {k: str(brand[k]).strip() for k in
+                      ('nombre', 'logo_claro', 'logo_oscuro', 'pie')
+                      if brand.get(k) is not None and str(brand.get(k)).strip()}
+            request.env['ir.config_parameter'].sudo().set_param(
+                self.BRAND_KEY, json.dumps(limpio, ensure_ascii=False))
+            nuevo = self._brand_dict()
+            self._auditar('clinica', 'brand', 'brand',
+                          old_value=json.dumps(antes, ensure_ascii=False)[:500],
+                          new_value=json.dumps(nuevo, ensure_ascii=False)[:500],
+                          entity_label='Identidad de la clínica (brand)',
+                          notes=(data.get('motivo') or 'actualizado').strip())
+            return json_response({'status': 'success', 'brand': nuevo,
+                                  'message': 'Identidad de la clínica actualizada'})
+        except Exception as e:
+            request.env.cr.rollback()
+            return json_response({'status': 'error', 'message': str(e)}, 500)
+
     # ============================================================
     # Diseño de tickets (Configuración › Tickets)
     # ============================================================
diff --git a/odoo-addons/skeen_whatsapp/data/frontend_users.xml b/odoo-addons/skeen_whatsapp/data/frontend_users.xml
index cc1adcb..64f2443 100644
--- a/odoo-addons/skeen_whatsapp/data/frontend_users.xml
+++ b/odoo-addons/skeen_whatsapp/data/frontend_users.xml
@@ -5,7 +5,7 @@
          Cámbiala en cuanto se tenga pantalla de usuarios. -->
     <record id="seed_admin" model="skeen.frontend.user">
         <field name="login">admin</field>
-        <field name="name">Administrador SKEEN</field>
+        <field name="name">Administrador</field>
         <field name="password_hash">scrypt:32768:8:1$qUN8LJrWj2F6a5Fe$699e6d72d42004abb0fb401843c2ccb497eccc39600ea2e7160eda276148fbc246c3a1e777eb3d44161cfe1cd86bc490e35c062cabf8c3d753cd170c478ae06a</field>
         <field name="role">admin</field>
         <field name="active" eval="True"/>