How to wearthe KHAL name.
The whole press kit, no email required. Read the rules, take the assets, credit us when you can.
One wordmark. One K-mark.
The wordmark is the primary signature. The K-mark is the square version for favicons, avatars, and spots where the full word doesn't fit.
- 01
Clearspace around the mark equals the height of the lowercase strokes.
- 02
Don't recolor outside the palette below.
- 03
Don't rotate, skew, stretch, or outline the wordmark.
- 04
Minimum size: 80px on screen, 20mm in print.
- 05
Over photos: white wordmark on a darkened overlay. Never on busy areas.
Six tokens. That's the whole brand.
Click a swatch to copy its hex. Copper is for emphasis, not paragraphs.
Geist for system. Fraunces for accent.
Geist handles the technical surface. Fraunces italic is the editorial accent — one line at a time, never a paragraph.
Geist
Built by builders, not marketers.
Fraunces
the customer journey.
Geist Mono
tx://2026 · uptime=99.97% · agents=ok
- Display80–96 / -4% / Medium
- H144–60 / -4% / Medium
- H232–44 / -3.5% / Medium
- Body15–16 / 1.6 / Regular
- Eyebrow11 mono / 18% tracking / Uppercase
Soft blurs, slow motion.
We use mesh blurs behind heroes and CTAs. They animate slowly and never compete with the headline. Grab a still if you need one for a slide deck or a press hit.
- 01
Behind text, drop opacity to 0.4 on dark or 0.18 on light.
- 02
Mask the edges so the blur fades into the page, not slams into it.
- 03
Animate slowly: 0.5–0.6× speed if you're using a shader version. Otherwise leave it still.
- 04
Never the focal point. If the blur is the first thing you notice, it's too strong.
Quiet system, loud results.
KHAL is a technical brand. The way it shows up should feel like the product: clean, observable, quiet about itself.
- 01
Built by builders.
No agency layer. The copy is written by the people writing the code.
- 02
Anti-hype.
If a number shows up in the copy, it has to be true in the product.
- 03
Dark by default.
Charcoal is home. Light sections are the exception, not the rule.
- 04
Restraint over volume.
Tight type. Small palette. Slow motion. Empty space counts.
Plain sentences. Auditable claims.
Read it back aloud. If it sounds like a brochure, rewrite it.
- Lead with the outcome. Mechanism after.
- Use mono for numbers, times, and system states.
- Cite the metric. If you can't, don't claim it.
- Short sentences. Active voice. No throat-clearing.
- Don't use 'revolutionary', 'cutting-edge', 'synergy', 'unlock'.
- Don't promise transformation. Promise the next ninety days.
- KHAL is always uppercase. Lowercase 'khal' is fine in tight UI labels.
- Don't translate the axioms. They carry the tone in any language.