Kaleron Brand Identity
The official visual identity and brand rules for Kaleron. Use this guide to maintain consistency across all products and communications.
Logo
The Kaleron logo is a stylised letter "K" formed from two overlapping diagonal strokes, symbolising connection and trust.
Standard Logo
Light background
Dark Logo
Dark background
Preserve clear space
Always keep padding around the logo equal to at least the height of the "K". Never crowd it with other elements.
Use the provided assets
Always use the official logo files provided in `/static/Assets/`. Do not recreate or modify proportions.
Don't recolour arbitrarily
The logo must appear in its original colour on light backgrounds, or white on dark backgrounds. No other colours.
Don't rotate or skew
Never rotate, stretch, skew, or apply effects (drop shadows, gradients, outlines) to the logo.
Colour Palette
The Kaleron palette is minimal, inspired by Apple's design language — clean greys with a single accent blue for interactive elements.
Typography
Inter is the official typeface of Kaleron. It is used across all digital products, marketing materials, and documentation.
| Element | Font | Weight | Size | Letter-spacing |
|---|---|---|---|---|
| Hero / H1 | Inter | Bold (700) | clamp(38px, 7vw, 68px) | -0.03em |
| Page Title (H1) | Inter | Bold (700) | clamp(32px, 5vw, 48px) | -0.03em |
| Section Title (H2) | Inter | Bold (700) | clamp(24px, 3.4vw, 34px) | -0.02em |
| Card Title (H3) | Inter | SemiBold (600) | 20px | -0.01em |
| Body Text | Inter | Regular (400) | 15px | 0 |
| Button / Link | Inter | Medium (500) | 15px | 0 |
| Caption / Footer | Inter | Regular (400) | 13px | 0 |
| Tag / Badge | Inter | SemiBold (600) | 11–12px | 0.04–0.05em uppercase |
Tone of Voice
Kaleron speaks with clarity, warmth, and conviction. We are direct about privacy, but never aggressive or fear-mongering.
Confident, not arrogant
We state our privacy stance firmly — "Your data, your privacy" — but we never shame competitors or users.
Clear and simple
Avoid jargon. Explain technical concepts in plain language. Our Privacy Policy is written to be read and understood.
Welcoming
We are an independent organisation. Our tone is human, approachable, and community-oriented.
Professional, not corporate
We maintain a professional standard (proper grammar, no slang) without sounding like a faceless corporation.
Use the motto
"Your data, your privacy" is the core brand statement. Use it in hero sections, taglines, and closing statements.
Don't exaggerate
Avoid hyperbole like "the most secure ever" or "unbreakable". We state facts, not marketing fluff.
Don't use fear tactics
We don't scare users into caring about privacy. We inform and empower them with facts.
Be inclusive
Use gender-neutral language. Address the reader as "you" and Kaleron as "we" / "us".
Spacing & Layout
Consistent spacing ensures a clean, Apple-like reading experience across all devices.
| Element | Rule |
|---|---|
| Page max width | 1080px (centered with .wrap) |
| Section padding | clamp(48px, 8vw, 88px) top & bottom |
| Side padding | clamp(20px, 5vw, 32px) left & right |
| Grid gap | 20px |
| Card padding | 28px |
| Border radius (cards) | 16px |
| Border radius (buttons) | 980px (fully rounded) |
| Header height | 52px |
Buttons & Interactive Elements
All interactive elements follow a consistent pill-shaped design with smooth hover transitions.
Quick Reference
A summary of the most important brand rules.
Use Inter everywhere
All digital products, websites, and communications must use Inter as the primary typeface.
Keep it minimal
White space is a feature, not a bug. Let content breathe. Avoid unnecessary decorative elements.
No external branding
Do not place the Kaleron logo alongside other brands' logos without prior approval.
No data collection claims
Never claim we collect zero data at all — we collect IPs for security. Be accurate and transparent.