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.
The KAEN identity · Edition 01
Built from
a spark.
A living reference for the way KAEN looks, moves, and speaks. One identity, wherever the work takes us.
Explore the guidelinesCreative energy. Human direction.Lime acid / Ink
01 / Overview
An idea worth carrying forward.
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.
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.
02 / Logo
Two strokes. One flame.
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.
Primary identityLime flame · White wordmark · Ink background
½ H
Clear space on every side = half the flame height (H).Recognizable at every size.
Keep the proportions and spacing of the supplied artwork. At small sizes, use the flame alone.
Symbol · 16px minimum height
Lockup · 120px minimum width
Inverse and monochrome files are included in the asset pack. They are secondary to the lime-on-ink identity.
03 / Color
A little acid. A lot of clarity.
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.
Select a hex value to copy it.
Aa
Ink on lime
14.85:1 contrast. Use for text and controls on lime.
Aa
Ink on paper
Clear editorial reading. Keep lime as an accent.
White on lime has only 1.27:1 contrast. Use ink text on lime backgrounds; reserve the white wordmark for dark surfaces.
04 / Typography
Clear thinking. A human touch.
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.
Make
what’s next.
what’s next.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 &!?@
Headlines, body copy, and brand communication. Use a clear hierarchy and comfortable line spacing.
Download BarlowA spark of
possibility.
possibility.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 &!?@
One expressive word or a short phrase. Let it add warmth without taking over a whole paragraph.
Download Instrument SerifProduct interface: Geist remains the utility typeface for controls, navigation, and dense information. Brand typography belongs to expressive and editorial moments.
05 / Motion
Energy with a direction.
A spark rises into the flame. The wordmark follows, then a shimmer carries the energy across KAEN. Motion comes from the shape itself.
Reduced motion · final still
0.6sFlame ignition
2sFirst shimmer
2.8sShimmer interval
1.55sShimmer travel
A small response to interaction.
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.
06 / Art direction
Make room for the work.
The identity gives creative work a frame. Keep it confident and restrained, with tactile imagery, deliberate crops, and a sense of movement.
KAEN / Creative workflows
One idea.
New possibilities.
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.
07 / Usage
Consistency makes it ours.
Use these principles across the product, campaigns, social posts, presentations, and partner materials. Start from the supplied assets and let the work do the talking.
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.
Don’t stretch or reshape.
Don’t lose the contrast.
Don’t rotate the identity.
Made to be used
Take the spark with you.
Logo masters, PNGs, profile assets, fonts, and the current brand reference. This page is the source of truth as the identity evolves.