Logo
The data-bar fish.
Horizontal · full-colour (primary)
Horizontal · Basalt-on-Bone (mono)
Horizontal · Bone-on-Basalt (knockout)
Stacked · full-colour + baseline
Stacked · Bone-on-Basalt + baseline
Sigil · full-colour (primary mark)
Sigil · Basalt (mono ink)
Sigil · Bone (knockout)
Sigil · Magenta “Verified Seal” (PROOF ONLY)
Wordmark · Basalt-on-Bone
Wordmark · Bone-on-Basalt (knockout)
App tile · Bone + full-colour mark
Proof tile · Basalt + Magenta seal (PROOF ONLY)
Color
Teal · Magenta · Basalt · Bone.
Teal = action. Magenta = proof. Basalt ink, bone bg. Purple is mark-only and not a UI token.
Type
Display · UI · Mono.
Display — headlines, the KALA wordmark, category claims
A catch that’s charted, not claimed.
Use — Reach for Display only on headlines and category claims (“A fish made of proof.”). Never set running body or UI labels in it.
Body / UI — paragraphs, buttons, navigation, form fields
Verified sessions, verified catches — proof of catch, verified in stone.
Use — The default voice for everything that isn’t a headline, a number, or a proof label. Optical, even colour, quiet.
Mono — proof labels, hex values, eyebrows, data & timestamps
VFS-2026-0518-7Q · BHRV ✓ · 18.4 in · 41.812°N
Use — Mono carries proof and machine-truth: hex codes, timestamps, VFS IDs, the small-caps eyebrow. Never set a headline or paragraph in it.
Canon: Arizona · Söhne · Berkeley Mono (licensed). Specimens use OFL substitutes via next/font/google: Fraunces · Hanken Grotesk · IBM Plex Mono.
Favicons & App icons
Sigil in a tile. 512 → 16.
App tile — Bone + full-colour data-bar fish (the live favicon & PWA icon)
Proof tile — Basalt + Magenta seal (proof contexts only, never the shipped app icon)
Open Graph
The link preview.
Site OG card — the live /opengraph-image
1200 × 630 — shared when kala.fish (or any non-definition route) is posted to X, LinkedIn, Slack, iMessage. Generated at the edge from the Kala mark + palette + type — no image file.
Definition-page OG variant
1200 × 630 — shared when a definition/glossary page is posted. A left-aligned, claim-forward variant carrying the term + proof stamp. Generated from the same mark & tokens.
Deck templates
A 16:9 concept — system, not binaries.
Title slide — mark + wordmark top-left, the category claim in Display, mono kicker.
Section divider — Basalt field, mono section index in Teal, Bone mono mark.
Content slide — mono eyebrow, Display headline, body list; Teal steps, Magenta only on the proof step.
Clearspace & Sizing
Give the mark room. × = sigil cap-height.
Minimum sizes
- Sigil — never below 20 px (16 px only for a favicon tile, where the rounded square carries it).
- Horizontal lockup — never below 120 px wide; the wordmark must stay legible.
- Stacked lockup — never below 72 px tall; drop the “Verified Fishing.” baseline under 96 px.
Misuse
The mark is locked. These are the ways it breaks — don't ship any of them.
Don't recolor
The mark's colours are fixed — teal head/tail, white check, magenta/provisional-purple bars. No off-palette hues, gradients, or tints.
Don't stretch or skew
Scale uniformly. Never distort the proportions of the sigil or wordmark.
Don't put magenta on actions
Magenta is proof-only. It never appears as a button, a link, or the primary lockup — buttons are always teal.
Don't add effects
No drop-shadows, glows, bevels, or outlines added to the mark. The carved relief is built-in and reserved for the hero only.
Don't crowd clearspace
Keep at least one sigil cap-height of clear space on every side — no type or edges inside it.
Don't rotate or flip
The fish swims right at one fixed orientation, head leading the data-bars. Never rotate, mirror, or invert it.
Original vector mark from the founder's real logo. Wordmark uses Fraunces as an OFL stand-in for licensed Arizona. Purple is mark-only, not a UI token.
Social
Profiles and headers, at platform size.
Bone tile, the real canonical multi-tone mark centred. The fish keeps its own colours inside the circular mask.
Bone field — canonical mark left, KALA + slogan in basalt right. A small magenta proof pill anchors the lower-right.
Bone tile, canonical multi-tone mark centred. The data-bar fish stays itself.
Channel art — bone field with the canonical mark + KALA wordmark anchored in the TV-safe centre. Outer edges deepen slightly for app-bar contrast.
Company logo — bone tile, canonical mark centred. Reads tall on a feed of corporate squares.
Company cover — slim bone band, canonical mark + KALA wordmark in basalt on the left, magenta proof pill on the right.
Bone tile, canonical mark centred. Ready for IG's circular mask.
Square post — bone field, MASSIVE canonical mark, KALA + slogan in basalt below. A magenta proof seal in the corner. Stops the scroll.