Brand guidelines · v1 · September 2026
Kaya
Kaya is the AI agent that does marketing for people who build products. The identity is black and white, warm, and a little playful: serious about money, never stiff about it.
Logo
Three clay pills rising on an ink tile: a product that grows one step at a time. The wordmark is always lowercase, set in Host Grotesk Semibold at −5% tracking. Keep clear space equal to the height of the first pill around the logo.
48px
32px
20px
16px
The mark alone works for app icons, favicons and avatars. Never smaller than 16px.
Don't recolor the pills
Don't stretch
Don't add effects
Don't rotate
Color
Black and white carry the brand. Cream warms it. Each accent owns one idea of the growth loop and is used one at a time per surface: a soft tint for the ground, the base for shapes, the deep shade for text on that tint.
#0B0B0B
Text, primary buttons, the logo tile
#FFFFFF
Page ground, cards
#F7F5F0
Soft sections, footer, app canvas family
#EDEAE3
Hover grounds, dividers on cream
#5F5B54
Secondary text (7.0:1 on white)
#24533D
Under the hero illustration only
#D4F36B · soft #F3FBD6 · deep #56700F
Signature accent. Highlights, secondary CTA, selection.
#4D78FF · soft #EAF0FF · deep #2240B0
Understand. In the product, the agent's presence (#2F56E8).
#FF7A3D · soft #FFF0E7 · deep #B0450F
Decide. Budget, spend, momentum.
#3DA863 · soft #E8F6EC · deep #1C653A
Experiment. Wins and healthy states.
#9C80FF · soft #F1EDFF · deep #5636BF
Control. Autonomy, policy, trust.
#FFC83D · soft #FFF7DC · deep #8A6000
Learn. Memory, briefs, attention needed.
#FF8FC0 · soft #FFEEF5 · deep #B23A70
Illustration only. Playful details.
Deep shades on their soft tint for text (all pass WCAG AA).
Ink on Lime and Sun; white on Blue, Grass, Lilac and Tangerine at 18px+.
Never place two accents side by side as grounds, or accent text on white below 18px.
Typography
One family does everything. Host Grotesk is friendly at display sizes and precise at 13px in the product. Headlines are tight and never bold: 500–560 with negative tracking. Geist Mono labels numbers, IDs and small caps.
Display
Host Grotesk 560 · 100/96 · −4.5%
Kaya grows it.
Heading 1
Host Grotesk 500 · 72/72 · −4.5%
Founders grow on Kaya
Heading 2
Host Grotesk 500 · 44/46 · −3.5%
Run experiments, not campaigns
Heading 3
Host Grotesk 500 · 22/28 · −2%
Channel fit, scored from 0 to 100
Body
Host Grotesk 400 · 17/28 · 0
Kaya reads your pricing, docs and changelog, then writes down who buys and why they switch.
Label
Geist Mono 400 · 11/16 · +12% · uppercase
EXP-014 · Winner
Clay illustration
Kaya's world is made of clay: soft matte objects lit from the top left, with a light grain and a soft shadow. One idea per scene, drawn from the palette, placed on its own tint. Illustrations explain; they never decorate a number.
Understand
Decide
Experiment
Control
Learn
Clay objects carry one familiar idea each. Use them to vary a page: never show the same object twice in one view.
Magnifier
Target
Gears
Rocket
Megaphone
Trophy
Bulb
Padlock
Envelopes
Compass
Interface
Buttons
Black leads. White follows. Lime only once per view, on dark or illustrated grounds.
Tags and status
Status colors appear only where they carry meaning.
Shape
12px
16px
28px
32px
Controls 12px, cards 16px, panels 28px, sections 32px. The product app stays tighter (4–8px).
Voice
Plain
Say what Kaya does in words a founder uses.
Kaya paused the ad. It cost $212 per customer.
Leveraging AI-driven optimization to maximize ROAS.
Specific
Numbers, sources and reasons beat adjectives.
+31% trial starts, p = 0.02, over 14 days.
Massive growth, instantly.
Honest
Say what's uncertain or blocked.
Not enough data yet. We'll know by Friday.
Your campaign is crushing it!