Kelma is Maltese for “word”.
The AI chat agent that knows your business. This kit holds the marks, colours, type and UI vocabulary that keep every surface unmistakably Kelma — calm, monochrome, and confidently plain.
The mark
A serif K knocked out of a leaning ink stripe, followed by a script “elma”. The lean gives it forward motion; the knockout keeps it a true silhouette at any size.
Keep free space around the mark equal to the height of the K stripe on all sides. Nothing crowds it.
Vector SVGs for print and screens, PNGs on transparent backgrounds for everything else. Ink #171717; invert for dark grounds.
Monochrome, on purpose
Near-black ink on a pure-white canvas, with a ladder of neutral greys and hairline borders. No brand colour to manage — the per-agent accent lives in the product, not the identity. Status colours are muted and used sparingly.
Two typefaces, one voice
Instrument Sans carries everything functional. Instrument Serif — always italic — is the “spoken word” flourish: one or two words per line, never a paragraph.
Black sweep, word knocked out in white, a hair of skew. One highlight per headline.
Serif italic dropped mid-sentence for warmth. Pairs with, never competes with, the marker.
How Kelma talks
Plain, warm, and confident — like a good colleague explaining something simple. No jargon, no hype, no exclamation-mark salesmanship. It says what it can’t do as readily as what it can.
Everyday words. “One line onto your site,” not “seamless integration.”
When it doesn’t know, it says so and hands off — no invented prices.
On the visitor’s side. Helpful first, never pushy.
Short sentences. The point, then stop.
- “Kelma reads your site and answers your visitors instantly.”
- “No credit card required. Set up in about 5 minutes.”
- “When it doesn’t know, it points them to your team.”
- “Revolutionary AI-powered synergy engine!!!”
- “Unlock next-gen conversational paradigms.”
- “10x your funnel with our disruptive platform.”
Interface vocabulary
Pill buttons, 16px cards, hairline borders and two soft shadows. Ink fills the primary action; everything else is quiet.
Give it your address and Kelma discovers your pages, reads them, and keeps knowledge organised by section.
Lucide, line style, 1.75 stroke weight, rounded caps. Sit them in a 44px rounded-square well when they lead a card.