# KAEN brand guidelines Edition 01. The current reference is https://kaen.io/brand. ## Overview KAEN helps people turn ideas into creative work and keep the process behind it. Our identity carries that same sense of energy, direction, and continuity. ### A spark becomes a process. KAEN connects the steps behind creative work. An idea becomes an image, a film, or a campaign—and a process you can use again. ### Human direction. Creative energy. The flame represents the idea that starts the work. Its two rising strokes suggest momentum and continuity, while the open form leaves room for what comes next. ### Simple enough to remember. A distinctive silhouette, one vivid accent, and generous space. The identity should be recognizable at a glance and leave the creative work in focus. ## Logo The flame is our signature. The original KAEN wordmark gives it a precise counterpoint. Use the lime flame with a white wordmark on ink as the default. Use kaen-primary.svg or .png on an ink background. These files are transparent. Use kaen-ink on light surfaces and kaen-white for monochrome reproduction. The original wordmark is outlined artwork. Clear space on every side = half the flame height (H). Symbol · 16px minimum height Lockup · 120px minimum width ## Color Ink gives the work a quiet foundation. Lime acid supplies the recognizable spark. Neutrals keep the system flexible without competing for attention. - Lime acid: #C7F525. Our signature. The flame, moments of energy, and primary actions. - Ink: #111111. Our foundation. The default background for the identity. - Paper: #F5F5F0. A softer canvas for editorial layouts and print. - White: #FFFFFF. The primary wordmark on ink. Clarity and breathing room. - Charcoal: #24251F. Supporting surfaces. Quiet depth within dark compositions. 14.85:1 contrast. Use for text and controls on lime. White on lime has only 1.27:1 contrast. Use ink text on lime backgrounds; reserve the white wordmark for dark surfaces. ## Typography Barlow carries our brand voice. Instrument Serif adds an expressive moment. The logo wordmark is supplied artwork and should never be recreated with either font. Headlines, body copy, and brand communication. Use a clear hierarchy and comfortable line spacing. One expressive word or a short phrase. Let it add warmth without taking over a whole paragraph. Product interface: Geist remains the utility typeface for controls, navigation, and dense information. Brand typography belongs to expressive and editorial moments. Barlow Regular, Medium, and SemiBold are supplied. Font license files are included. ## Motion A spark rises into the flame. The wordmark follows, then a shimmer carries the energy across KAEN. Motion comes from the shape itself. Flame ignition: 0.6s. First shimmer: 2s. Shimmer interval: 2.8s. Shimmer travel: 1.55s. Hover or focus the logo to lift the flame tips and pass a shimmer through the wordmark. Click to return to the logo guidelines. Reduced motion shows the final still logo. Loading never waits for an animation to finish. Decorative loops should stay subtle and offer a pause control. ## Art direction The identity gives creative work a frame. Keep it confident and restrained, with tactile imagery, deliberate crops, and a sense of movement. ### Human, cinematic, tangible. Show people making, observing, and choosing. Favor natural light, tactile detail, and a sense of place. The palette belongs to the identity; imagery can have a world of its own. ### Rhythm from the flame. Use a large crop of the flame as a graphic gesture. Let its curves guide the composition. Hokusai-inspired rhythm is a reference for flow and restraint, not a reason to add ornamental waves everywhere. ### Space for possibility. Balance precise sans-serif typography with a brief expressive serif accent. Keep a clear focal point and generous empty space. Show real creative work instead of invented dashboards or performance claims. ## Usage ### Start with the primary identity. Use the lime flame and white KAEN wordmark on ink. Choose the supplied ink version on light backgrounds, or white for single-color reproduction. ### Give the mark room. Keep at least half the flame’s height clear on all sides. Use the symbol alone when the full lockup would be too small. Minimum digital sizes: 120px-wide lockup or 16px-high symbol. ### Keep the geometry intact. Use the supplied artwork. Do not redraw, retype, stretch, rotate, or rearrange the logo. The wordmark is custom outlined artwork, not text set in a font. ### Protect the contrast. Pair lime with ink. Use ink lettering on lime surfaces. Avoid white lettering on lime, and keep the mark away from busy or low-contrast image areas. ### Let motion carry meaning. Flames rise along their own contours, then settle into a slow flicker. Shimmer travels through the wordmark. Avoid spinning, bouncing, or making people wait for an animation. ### Speak plainly. Lead with what someone can make. Use concrete words, short sentences, and real examples. Keep the person directing the work visible in both language and imagery. ## Files SVG is the scalable master. PNG is for uploads. Social profile marks use the default dark treatment. Supplied social covers are secondary campaign compositions; they do not replace the primary identity. Verify the platform crop before publishing. The coastal image is illustrative generated brand imagery, not product proof.