Brand Guidelines
Brand Strategy
Our brand strategy clearly defines why we exist and why it matters.
What we do
We make it easier for businesses to grow globally by overcoming major barriers effectively and efficiently
Why we do it
We believe in breaking down barriers — linguistic, cultural, or technological — to create seamless and meaningful interactions between businesses and their customers.
How we do it
By leveraging our expertise in multilingual support, advanced technology, and customer service excellence, & combining innovation, cultural sensitivity, and a deep understanding of our clients' unique needs
Multilingual Expertise
Utilizing our team's extensive language skills to ensure clear and effective communication across diverse customer groups
Technological Innovation
Incorporating the latest AI and automation technologies to streamline processes and enhance customer interactions
Personalized Solutions
Tailoring our services to each client's unique needs, ensuring a perfect fit for their specific customer experience goals
Cultural Sensitivity
Emphasizing respect and understanding for cultural differences, ensuring every customer feels valued and understood
What we are building
We are building a world-class, globally recognized brand for customer experience solutions. KALAM CX is not just a service provider but a partner in growth, helping businesses navigate and excel in the ever-evolving landscape of customer interactions.
The world we hope to see
Our vision is to see a business world without communication barriers, where every customer interaction is an opportunity for growth and connection. We strive for a future where businesses of all sizes can easily and effectively engage with a global customer base
Our Brand Idea
KALAM CX embodies the idea of Connecting Worlds, Enhancing Experiences. We unite businesses with their customers across linguistic and cultural divides, transforming customer interactions into valuable, lasting relationships
Solutions Strategy
Our solutions strategy outlines our solutions vision and our approach to solutions design.
Solutions Vision
Our vision is centered around offering solutions that truly matter to our clients. We believe in helping people choose solutions that address their real needs, enhancing their business operations and customer experiences. Our aim is to provide valuable, impactful services that go beyond mere transactions to foster genuine, long-term partnerships.
Personas
Who we build our products for
Business Innovators
Traits
Visionary, forward-thinking, and open to new technologies.
Needs
Seeking cutting-edge solutions to stay ahead in the market.
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Global Communicators
Traits
Multicultural, diverse, and globally oriented.
Needs
Requiring services that transcend language and cultural barriers.
Quality Advocates
Traits
Detail-oriented, quality-focused, and customer-centric.
Needs
Looking for reliable, high-standard customer service solutions.
Growth Seekers
Traits
Ambitious, growth-oriented, and adaptable.
Needs
In need of scalable solutions that grow with their business.
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Design Principles
Our Design Principles help guide our decision making when designing and building our solutions.
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User-Centricity
Designing with the end-user's experience and needs as the priority.
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Simplicity and Clarity
Ensuring solutions are easy to understand and use, avoiding unnecessary complexity.
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Adaptability
Creating flexible solutions that can evolve with changing business landscapes.
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Innovation
Continuously exploring new ideas and technologies to enhance our solutions.
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Cultural Sensitivity
Respecting and incorporating cultural differences in our solution design.
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Quality Assurance
Maintaining high standards of quality and performance in all our solutions.
Tone & Voice
Our Tone & voice defines what we say and how we say it when communicating with our clients.
Tone and personality
KALAM CX is knowledgeable yet approachable, innovative yet grounded. We speak with confidence and expertise, but always in a manner that is inclusive and respectful of diverse perspectives.
Example headlines
Things we say in our tone of voice
Tailored CX Solutions Driving Startup Success
Breaking Language Barriers, Building Global Connections
Unite Global Customers with Seamless Interpretation Services
Automate Intelligently, Personalize Efficiently, Engage Innovatively.
Transform Customer Service into a Journey of Engagement and Satisfaction
Tips
Here’s some helpful tips when writing in Kalam’s tone of voice
Focus on clarity and conciseness without sacrificing warmth and charm.
While maintaining professionalism, avoid jargon that might alienate non-specialist audiences.
Share insights that help clients make informed decisions, establishing KALAM CX as a thought leader.
Relate to the audience with language that is familiar yet intelligent.
Use them sparingly and only when they genuinely enhance the message.
Whenever using specific terms (like 'customer experience solutions'), provide enough context to be easily understood.
Our Tone & voice defines what we say and how we say it when communicating with our clients.
While embracing our role as a tech-forward company, always keep the human element at the forefront, especially in the context of customer service.
Brand Logo
Symbolizing the company's core pillars and values through its four distinct shapes
Logo Design
Symbolizing the company's core pillars and values through its four distinct shapes.
Each shape is a visual representation of one of the foundational elements of KALAM CX's service:
Interpret, Connect, Grow, and Automate.
The interconnected shapes use a fluid, organic design to convey flexibility and adaptability, suggesting the company's ability to provide tailored solutions
The KALAM CX logo is a harmonious blend of form and meaning
the elements of the KALAM CX logo encapsulate the brand's commitment to providing comprehensive, customer-centric solutions that foster strong relationships and drive business success in a connected world.
Logo Variations
Logo Rules
It is important that the appearance of the logo remains consistent. It should not be reinterpreted, modified or embellished. No attempt should be made to alter the logo in any way. Below are some mistakes to avoid.
Correct use
Ensure contrast between the logo and the background colour.
Incorrect use
Don’t place the logo on background colours with insufficient contrast.
correct use
Horizontal
Incorrect use
Vertical
Logo Placement
Regardless of communication size or composition, the logo should always be placed in one of the locations outlined below. This keeps logo placement simple and consistent, while offering enough flexibility to accommodate a variety of layouts.
correct use
Correct: top left corner
Incorrect use
Incorrect: Top right corner
Color Pallete
Our thoughtfully selected color palette reflects our commitment to excellence, creativity, and innovation, ensuring a cohesive and engaging brand experience across all platform
Primary Color
A deep, rich color that carries significant meaning and can be strategically used to reflect Kalam's business core values.
Purple is traditionally a color of royalty and quality. It implies high standards, premium service, and excellence.The color is often associated with creativity, imagination, and innovation. It stimulates creative thinking and problem-solving
While blue is commonly associated with trust, purple combines the stability of blue and the energy of red, suggesting reliable yet dynamic solutions.Purple is also linked to wisdom, dignity, and professionalism. It is often used to convey a sense of authority and knowledge.
- #611a74
- #4f2c9e
- #cebfed
- #e6dff6
- #f3effa
Secondary Color Pallete
Our secondary color palette enhances our primary brand color by providing vibrant and complementary hues that add depth and interest to our designs
- #f8f3b4
- #fed7ad
- #b9dfcd
- #c5f277
- #abadee
- #dbd2ee
- #ffadb0
- #e9bfe3
Shades
To ensure readability and maintain a clean design, use shades of black and white for text & background elements
- Light Theme
- Heading
- Subtitle
- Paragraph
- #fff
- #c0c0c0
- #dfdfdf
- Dark Theme
- Heading
- Subtitle
- Paragraph
- #fff
- #c0c0c0
- #dfdfdf
Shades
To ensure readability and maintain a clean design, use shades of black and white for text & background elements
- Light Theme
- Heading
- Subtitle
- Paragraph
- #fff
- #c0c0c0
- #dfdfdf
- Dark Theme
- Heading
- Subtitle
- Paragraph
- #fff
- #c0c0c0
- #dfdfdf
Rules of Color Usge
60:30:10 Rule
The 60:30:10 rule is a timeless interior design principle that can be applied to web design to create balanced and visually appealing layouts. This rule suggests that a design should be composed of three colors in the following proportions:
- 60%: Background (dominant color)
- 30%: Design Elements/Icons (complementary color)
- 10%: Button/CTA/Link (highlight color)
Contrast and Highlight Rules
Always use shades of black or white for text to ensure maximum readability and contrast
Always use the accent color Yellow for all call-to-action elements such as links and buttons. This ensures they stand out and draw attention effectively.
The color of the Kalam CX logo must not be altered. Always use either the designated light or dark version of the logo.
Do not use accent colors for large sections of the design. Accent colors should only be used for highlighting key elements such as buttons, links, and call-to-action elements.
Do not use low-contrast color combinations that makes important elements difficult to read, especially for accessibility purposes
Do not deviate from the 60:30:10 color ratio. Ensure that 60% of the design used in the background, 30% used in design elements, and 10% uses an accent color.
Typography
Our brand typography styles to maintain a consistent hierarchy
Poppins
Poppins is chosen as our typeface because it strikes a perfect balance between professional and approachable, mirroring KALAM CX's brand ethos. Its geometric form is modern and clean, which conveys a sense of clarity and efficiency, while its rounded edges offer a touch of warmth and friendliness.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
!@#$%^&*(
Font Weight
Normal
Aa
Medium
Aa
Semi Bold
Aa
Bold
Aa
Type scale
The type scale has been designed for use across Kalam digital product. Use the outlined type styles to maintain a consistent hierarchy. Apply the same principles when designing for other formats.
H1
H2
H3
H4
H5
Paragraph
Text Block Formulation
In designing text blocks, it is essential to use consistent typography to ensure clarity, readability, and visual hierarchy. Here’s a guideline on how to formulate text blocks for titles, subtitles, paragraphs, and buttons, including recommendations on colors, weight, opacity, and spacing
Photography
Storytelling Through Authentic Moments
Shot list
We use photography to tell stories about our work, and environment, how we interact with clients, and how we solve problems as a team. When creating photography for kalamcx consider using the medium to tell a story, capturing the person’s environment, and details.
Capturing Authenticity
Focus on setting a scene that tells a story about KALAM CX’s impact and presence.
Capture dynamic work environments, showcasing team interactions, customer engagements, or technology in use.
Emphasize a balance of professional settings with a sense of approachability and warmth.
Aim for natural lighting to give a sense of authenticity and relatability.
Capture candid moments rather than posed ones to reflect genuineness.
Include diverse and real people to represent KALAM CX's global and inclusive approach.
Highlight small but significant details that represent the essence of KALAM CX, such as hands interacting with technology, multicultural elements, or close-ups of meaningful interactions.
Use these details to accentuate the narrative and add depth to the storytelling.
Photographic Principles
Each photograph should narrate a part of KALAM CX’s story, whether it's about problem-solving, client interaction, or teamwork.
While maintaining a professional aesthetic, ensure the imagery feels approachable, resonating with KALAM CX's empathetic approach to customer service.
Ensure diversity in your imagery to represent KALAM CX's global clientele and multicultural team
Highlight human interactions and emotions to emphasize the customer experience and relationship-building aspect of your services.
Design Elements
Our brand's design elements are deeply inspired by our core values
Kalam Pillars
It represents the four core values of Kalam CX. This symbol not only embodies our principles but also serves as a versatile design tool that can be manipulated to enhance our visual identity
Symbol Representation
Our brand's deThe symbol, characterized by its unique shape and interconnected forms, reflects the essence of our core values:sign elements are deeply inspired by our core values
Clear communication is the foundation of success.
Strong relationships drive business excellence.
Continuous improvement fosters innovation.
Streamlined processes enhance productivity.
Usage of the Symbol in Design Elements
The symbol can be used to create decorative shapes that add visual interest to our designs.
Utilize the symbol to frame images, ensuring that our visual content is consistently branded.
The symbol can be repeated and arranged to form patterns for backgrounds, adding a subtle yet recognizable brand element.
The symbol can be used as a highlight elements in various materials.
