Brand Guidelines

brAnd

The Kazam brand identity — personality, voice, visual language, and the rules that keep it consistent across every touchpoint.

perSonality

Kazam is the energetic challenger. Bold, fast, a bit rebellious.

Bold & Direct

Says uncomfortable truths. No jargon-hiding. Clear problem statements. The opposite of mealy-mouthed corporate speak.

Technically Confident

Deep specialist knowledge of the tracking layer. We know this cold. Our confidence comes from competence, not bluster.

Energetic Challenger

We make the boring stuff exciting. Tracking is unsexy — we make it feel fast, powerful, and essential.

voicE

How Kazam sounds across every touchpoint.

Sounds Like

"Your ad platforms are casting spells with half the ingredients. Let us fix that."

"Most advertisers are missing 30–40% of their conversion data. Want to see where you stand?"

"We set it up, we verify it, we watch over it. You focus on your campaigns."

Never Sounds Like

"We leverage cutting-edge AI to synergise your data touchpoints."

"Unlock the power of your first-party data ecosystem."

"Schedule a call with our growth specialists."

chAracter strategy

ED Nimpkish has two glyph sets: rigid lowercase and curly uppercase alternates. We use the curly alternates as a personality accent — sparingly and strategically.

Rigid — lowercase glyphs (default)

abcdefghijklmnopqrstuvwxyz

Clean, geometric, standard. Used for 95% of display text.

Curly — uppercase glyphs (accent)

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Script alternates. Used only for approved accent letters.

Approved Curly Letters

Only these 4 letters may be rendered as curly alternates. All others stay rigid.

Aa
curly/rigid
Ee
curly/rigid
Gg
curly/rigid
Ss
curly/rigid

Rules

Do
  • Max 1 curly letter per word
  • Only use A, E, G, S as curlies
  • Vary the position — not always the first letter
  • Some headings should have zero curlies for contrast
  • Use curlies in display/headline text only (24px+)
Don't
  • Never use curlies on every heading — it looks silly
  • Never use more than 1 curly per word
  • Never use curlies on words under 4 characters
  • Never use curlies on body text or small sizes
  • Never use letters outside A, E, G, S as curlies

Examples

alchEmy

Brand name — curly E

trAcking becomEs visiblE

Hero copy — one curly per word, varied positions

componEnts

Section heading — curly E in the middle

type system

No curlies — not every heading needs one

pixel icon syStem

8x8 grid icons — 0 icons. Sharp, technical, unmistakably Alchemy.

Color Usage

brAnd rules

Non-negotiable guidelines for brand consistency.

Do

  • Use sharp rectangles for CTAs and UI elements
  • Lead with the problem, not the feature
  • Use UK English throughout (optimise, colour)
  • Use pixel icons at grid-aligned positions
  • Keep body text at 15px or smaller
  • Use uppercase tracking-wide for labels and buttons
  • Use orange sparingly — it should detonate, not spray
  • Use Inter for all body text
  • Use Nimpkish for display headlines only (24px minimum)

Don't

  • Use rounded corners or pill shapes on buttons
  • Make it look like a developer tool or IDE
  • Use pastels, gradients, or warm cream backgrounds
  • Use generic stock phrases (leverage, synergy, ecosystem)
  • Use bouncy or spring animations
  • Display pricing publicly
  • Use competitor names in copy
  • Use Nimpkish for body text or small sizes
  • Use generic AI-generated aesthetics