Brand
The Kelven mark.
One centre, one decision.
The signal core is the mark: a coordinating centre with a clear direction through it. The two concepts beside it are kept on record — same line weights, same gradient, same geometry, different answer to the same idea.
- Concept CLive
Signal core
One coordinating centre. A path arrives, the resolved path leaves, the rest wait quietly.
Direction and judgement — asymmetric on purpose, and legible down to 20px.
- Concept A
Converging paths
Two paths arrive, one leaves. A K formed by the moment of selection.
Set aside: the letter competes with the wordmark sitting next to it.
- Concept B
Geometric monogram
A precise K built from directional planes, no decoration.
Set aside: durable, but says nothing about what the product does.
The signal core now runs everywhere — header, footer, browser tab and app icon.
Lockups
One system, every context.
Usage
Rules that keep it calm.
Clear space
Keep space equal to the height of the mark on every side.
Minimum size
20px for the mark, 90px wide for the horizontal lockup.
Colour
Gradient mark on quiet surfaces; single-colour where contrast is tight.
Don't
No stretching, no outlines, no shadows, no re-colouring the wordmark.