V1.0.1 Brand Style

Product Information

Specifications

• Version: V1.0.1
• Date: 12-14-2023
• Brand: Kadena

Product Usage Instructions

Kadena Logo Usage Guidelines

When using the Kadena logo, adhere to the following
guidelines:

1. Prioritizing the Wordmark: Ensure the Kadena
   wordmark is the primary logo used across all platforms to maintain
   brand consistency.

2. Strategic Use of the Icon: The ‘K’ emblem can
   be used in specific cases where the wordmark is not suitable, but
   authorization from the marketing team is required.

3. Compliance with Design Specifications: Follow
   the logo specifications strictly, including color palettes, clear
   space around the logo, and size requirements. Do not alter the logo
   design.

4. Contextual Integrity: Place the logo
   thoughtfully to ensure legibility and impact on any background.
   Maintain clarity in complex visual environments.

5. Seeking Approval for the Icon: Any exceptional
   use of the ‘K’ emblem must be approved by the marketing department
   based on strategy and design considerations.

6. Preventing Unauthorized Use: Use the Kadena
   logo appropriately to avoid misleading implications. Unauthorized
   alterations or applications are subject to legal action.

Primary Logo

The primary brand logo represents Kadena as a whole. It should
not be altered in any way to maintain its integrity.

Primary Lockup Assembly

This version of the logo should not be modified. Ensure the
correct positioning of elements X and Y.

MINIMUM SIZE: This version has a minimum size
requirement for optimal visibility.

Frequently Asked Questions (FAQ)

Q: Can I use the Kadena logo without prior authorization?

A: No, all uses of the Kadena logo require adherence to the
guidelines and, if necessary, authorization from the marketing
team.

Q: What should I do if I need to use the ‘K’ emblem alone?

A: If there is a compelling reason to use the ‘K’ emblem
separately, seek approval from the marketing department before
proceeding.

V1.0.1

12-14-2023

B r a n d
Style Guide

KADENA.IO COPYRIGHT ©2023. ALL RIGHTS RESERVED.

Using Kadena
brand materials
In the realm of our brand, we act with both wisdom and care, keeping a watchful eye on the landscape of our reputation. Excellence isn’t just a goal; it’s a standard we uphold with every fiber of our identity. We invite collaboration and innovation, but with the understanding that these high standards are shared and upheld.
To bring our brand into your story, you’ll need a key — official permission from us. Possessing our materials is a beginning, but it’s not a green light. To illuminate the path forward, every use of our visuals or graphics requires a clear nod from our side. We reserve the discerning right to approve or decline any use of our brand elements, always with the aim of protecting the integrity of our shared vision. Let’s embark on a journey that’s bound by mutual respect and a commitment to crafting stories that resonate and inspire. If you’re looking to align with our brand’s narrative, the details matter, and the process for approval is there to ensure harmony. If questions arise, they’re more than welcome. Reach out to [email protected], and we’ll guide you through.

Kadena Logo
Logo Usage and
Compliance Standards
Our logo is a promise of quality, consistency, and reliability. As such, it is vital that our logo is presented correctly in every execution. This section covers these guidelines in detail. Any use of our brand logo conflicting with the contents of this section will be considered unauthorized.

Logo Application Principles
Logo Usage and Compliance Standards

01
Prioritizing the Wordmark
The Kadena wordmark is the cornerstone of our brand identity and should be utilized as the primary logo across all platforms. It embodies our commitment to innovation in blockchain technology and is designed to be instantly recognizable. Ensure the wordmark is used in all official communications to maintain a consistent brand experience.

02
Strategic Use of the Icon
The ‘K’ emblem represents Kadena in its simplest form and is reserved for specific use cases where the wordmark is not a fit, such as small spaces or highly branded content where Kadena’s identity is clear. The use of the ‘K’ alone is by exception only and requires prior authorization from the marketing team to guarantee brand consistency.

04
Compliance with Design Specifications
Adherence to the logo specifications is non-negotiable. This includes the proper use of color palettes, maintaining clear space around the logo, and adhering to the size
specifications. The logo’s integrity is paramount; thus, it
must not be distorted, recolored, or otherwise altered from its original design as specified in the brand guidelines.

05
Contextual Integrity
Carefully consider the logo’s context to ensure maximum legibility and impact. The logo should stand out on any background without losing its integrity. Ensure the logo is used thoughtfully within complex visual environments to maintain its clarity and effectiveness.

03
Seeking Approval for the Icon
Exceptions for using the ‘K’ emblem on its own are rare and must be compelling both in strategy and design. Any such usage must be pre-approved by the marketing department, who will evaluate the request based on brand strategy and legal guidelines.
06
Preventing Unauthorized Use
The Kadena logo is a legal asset and its use implies an official connection to the company. It must not be used in a misleading manner or imply endorsement where none
exists. Unauthorized use of the logo, including but not
limited to unapproved alterations or applications, is
subject to legal action to protect the integrity of the
Kadena brand.

Primary LoGO
The brand logo identifies the Kadena brand as a whole. This logo is a carefully created piece of locked artwork that should not be altered in any way.

Primary Lockup Assembly

X

Y

Y

X

X

X

MINIMUM SIZE

This version is not intended for extremely

25PX

small sizes. The minimum height is .25″ for

print applications and 25px for digital

applications.

X X X X

Primary Lockup Assembly

X

Y

X

X

Y

Size ratio formula

X

Width of Wordmark =
(Width of logomark / 1.619)+
Width of logomark

X X
X Y X

KADENA Logos

Primary

Vertical

Logo Mark

Color Variations
Each brand logo lockup has several color variations for use on different background types, tones, and colors. When in doubt, use the most legible version of the logo for the available background.For printed executions, special care should be given to ensure logo legibility on the final media or material used.

Single Color, Light

multi Color, Dark

Single Color, Light

Single Color, Dark

multi Color, light

Background Control
01
Light Photographic Backgrounds
Opt for the dark logo variant to achieve standout visibility against lighter photographic textures.
04
Patterned Backgrounds
For backgrounds with subtle patterns, choose a logo tone that offers the most contrast, enhancing visibility and impact.

02
Dark Photographic Backgrounds
Reverse to a light logo to maintain prominence over darker photographic scenes.
05
Uniformity Across Applications
Consistently apply these contrast principles to ensure the logo’s clarity and integrity in every context, maintaining its role as a beacon of the Kadena brand identity.

03
Solid Color Backgrounds
Apply the logo in a tone that contrasts clearly with the background, ensuring it remains distinct and legible.

PRODUCT Lockup Assembly

X

Y

Y

X

X
Z Z X

X X
X Z
Marmalade v2 Z
X

25PX
Marmalade v2

MINIMUM SIZE
This version is not intended for extremely small sizes. The minimum height is .25″ for print applications and 25px for digital applications.

KADENA Product Logos
Marmalade v2 Chainweb Pact

Brand Colors
Color sets us apart & helps to invoke emotion
The colors we’ve chosen for our brand is a key factor in differentiation and brand recognition. As such, it is vital that our colors are reproduced faithfully and combined in the right way. This section covers these guidelines in detail. Any color outside of those outlined within this section will be considered unauthorized.

Primary
Color Palette
Maintaining a consistent color scheme is critical for Kadena’s brand recognition. Our brand must be represented exclusively by the colors specified in this guide, without exceptions. Stray from this palette, and the brand’s integrity is compromised. If exact color matching options are limited or constrained by budget, take exceptional care to replicate the designated shades as closely as possible. Kadena favors a natural, matte finish for paper materials, reflecting the premium and authentic quality of our brand. Kadena Green mirrors the innovative and adaptable nature of Kadena, while Kadena Dark Blue offers a sense of depth and professionalism that underpins our reliable reputation.
Kadena Green
HEX: #4A9079

Kadena Dark Blue
HEX: #0B1D2E

SECONDARY
Color Palette
Our secondary palette, ranging from the soft Kadena Warm White to the energizing Kadena Pink, adds a complementary warmth and vitality, ensuring a versatile and engaging brand communication.

Kadena’s colors are key to brand cohesion, demanding precise application across all platforms to ensure consistent recognition. The strategic use of these colors is paramount in producing designs that are aesthetically compelling and true to Kadena’s pioneering ethos.

Kadena
Warm White
HEX: #F0EAE6

Kadena
Light Orange
HEX: #EDC4AB

Kadena
Orange
HEX: #E27B38

Kadena

Pink
HEX: #E41968

using

black & white
In the Kadena brand palette, nuanced shades take precedence over pure black and white. Opt for softened tones to convey sophistication and depth. These subdued hues of black and white are key to sculpting space within page layouts, packaging designs, and digital interfaces, offering a refined backdrop for high-contrast and legible typography. This style guide exemplifies the strategic use of such tones. Embrace ample negative space in your designs, crafted with these adjusted shades, to reinforce the Kadena brand’s precision and clarity.

Kadena White
HEX: #F5F5F5

Kadena Black
HEX: #0A0A0A

Typography
Communicate clearly
Few things communicate the look and feel of a brand more clearly than the way letters, numbers, and symbols are put together. We believe typography should strike a balance between legibility and interest.

Harmonizing Character with Technology
Kadena’s custom Space Grotesk font embodies a harmonious blend of personality and technical precision, mirroring our blockchain’s innovative spirit. The clean, geometric lines resonate with the technological core of our brand, while the subtle quirks in the letterforms inject a humanistic quality, reflective of our accessible and user-friendly platform. This typographic balance is crucial in communicating Kadena’s dual nature as a forward-thinking yet approachable leader in blockchain solutions.

01
Distinctive Headers
Apply Kadena’s Space Grotesk for headers to echo our blend of innovation and approachability.

02
Legible Body Text
Use Neue Haas Grotesk for body copy to maintain visual clarity and complement headers.

04
Consistent Case Usage
Utilize all caps for H1 and H2 headings with Kadena’s Space Grotesk to command attention and signify importance.

05
Font Weights
Choose from the five specific weights of Space Grotesk to delineate different levels of content hierarchy effectively.

03
Alternate Fonts
If Kadena’s custom Space Grotesk is unavailable, default to the standard Space Grotesk. For body text, Arial may serve as a substitute, ensuring broad accessibility without compromising on legibility.
06
Cohesive Brand Voice
Across all media, the use of these fonts should be consistent, reinforcing Kadena’s identity and ensuring a cohesive brand experience.

Crafting Contrast
and Hierarchy
Kadena employs a custom selection of Space Grotesk with five weights–Light, Medium, Regular, Bold, and Semi-Bold. For optimal legibility and impact, create contrast by pairing heavier weights with lighter ones, thereby establishing a clear visual hierarchy that directs the reader through the content. Use this contrast thoughtfully across all Kadena communications to reinforce brand coherence.

01
Light
aåbcçdeéfghiîjklmµnñoøpqoerstuüvw xyzAÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTU VWXYZ 0123456789º(.,'”-;:)!?&©°®TM£
¢§·ªº
04
Semi Bold
aåbcçdeéfghiîjklmµnñoøpqoerstuüvw xyzAÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTU
VWXYZ 0123456789º(.,'”-;:)!&©°®TM£ ¢§·ªº

02
Regular
aåbcçdeéfghiîjklmµnñoøpqoerstuüvw xyzAÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTU VWXYZ0123456789º(.,'”-;:)!?&©°®TM£ ¢§·ªº
05
Bold
aåbcçdeéfghiîjklmµnñoøpqoerstuüvw xyzAÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTU VWXYZ 0123456789º(.,'”-;:)!&©°®TM£ ¢§·ªº

03
Medium
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Using Type
The Six Type Commandments
When constructing layouts, these tips will help you build dynamic, interesting, and on-brand compositions with typography. While these rules are proven and sound, sometimes breaking them is the right call.

01
Stay Left-Aligned, Rag Right
Legibility and clarity are vitally important to great typographical layouts. Since most people read from left to right, we should align our type accordingly. And besides, we’re a little off-center as a brand anyway.

02
Skip Weights & Double Size
Contrast is the name of the game when it comes to great design. When in doubt, skip a weight when pairing two weights, and double the size between two text elements.

04
Watch The Rag
When setting paragraphs, keep an eye on the right
(ragged) edge. If the rag unintentionally creates a
recognizable shape, consider tweaking the language or resizing the container. Also, try to prevent single-word lines (orphans).

05
Give Things Space, If Needed
Negative space, or the space around elements is vitally important. That being said, if informational elements belong together, move them closer together. Use grouping wisely: just try not to cram too many things in one space!

03
Align X-Heights or Baselines
Whenever you place text next to each other, either align the baselines (the line that the bottom of a lowercase x sits on) or align the x-heights (the top of a lowercase x). This helps align each line visually.
06
Keep Line Length Reasonable
It is easy for the user to get lost in long lines of text, and short ones are easily ignored. It’s best to keep lines between 45 and 70 characters long, depending on the
size of the font. This will ensure legibility as the font sizes increase or decrease.

KADENA.IO

COPYRIGHT ©2023. ALL RIGHTS RESERVED.

References

• Kadena: Powering the Human Layer of Blockchain | Kadena

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