How to use
the Kakero brand.
A short, opinionated guide to the mark, the wordmark, color, type, voice, and how it all comes together in the wild. Read it once. Keep it close.
What's inside.
Twelve short pages — the mark, the why, and how to keep both consistent.
The K catches fire.
The first K in KAKERO is the mark. The lower diagonal stroke becomes a flame — letter, name, and concept resolve to a single shape.
The K stands alone.
When space is tight — favicon, app icon, avatar — the K monogram carries the brand by itself.
Give it room.
Minimum clearspace around the mark is x — the width of the K's stem. Treat it as the brand's personal space.
Don't let it fall below.
The flame is the most fragile detail. Below these sizes, switch to the mono mark or a wordmark-only setting.
Eight ways to wear it.
Pick by background and reproduction method. When in doubt, use the full-color wordmark on paper.
Two colors do the work.
Flame and ink carry the brand. Paper is the surface. Everything else is a quiet utility.
Geist does the talking.
One typeface family. Different weights for hierarchy, mono for utility. No exceptions in marketing or product.
Geist · Display & body
Geist Mono · Labels & code
Don't do these.
Six things that erode the mark fast. If you find yourself reaching for any of them, step back.
How Kakero talks.
Imperative. Confident. Specific. We sell modernization to people who have heard a lot of pitches. We don't add to the noise.
Direct.
Short sentences. Strong verbs. If a word doesn't earn its place, cut it. The name is a command — match the energy.
Specific.
We work in security and AI — vagueness is a tell. Cite numbers, name systems, describe outcomes. No buzzwords without payload.
Calm.
We don't need to shout — the work is the proof. No exclamation points in marketing, no hedging in technical writing.
How it shows up.
Four standard surfaces, ready to lift. Anything beyond these — keep the colorway logic, keep the clearspace, and you're fine.
Questions about the brand?
When in doubt, write us. We'd rather review one quick mock than spend a quarter undoing a misuse.
駆けろ · go.