Design System
One dark world, one warm metal accent, and a corner language borrowed from the logo itself: curved where a stroke turns, sharp where it cuts. Everything HKA puts in front of people follows the rules on this page. A machine-readable version lives at /brand.md.
1 · Colour
A committed single-theme palette. The tan is the voice; everything else stays quiet. Never add a new hue for emphasis — use weight and scale instead.
2 · Typography
DIN Pro does the talking — uppercase, spaced, structural. Helvetica LT Light does the reading. Arabic is set in IBM Plex Sans Arabic, which carries the same engineered, modern confidence.
Arabic · IBM Plex Sans Arabic
Rules for Arabic: never letter-space Arabic text; keep line-height at 1.8–2 for body and ≥1.5 for display; weights map one-to-one (Bold→700, Medium→600, Light body→400); layout mirrors to RTL including the corner language.
3 · The Corner Language
Taken from the logo: curved where a stroke turns, sharp where it cuts. Surfaces round one diagonal pair of corners — top-left and bottom-right — and keep the opposite pair sharp. App icons are the exception: fully rounded at the iOS ratio (22%).
Images & panels: 28px / 0 / 28px / 0. Buttons: 18px / 0 / 18px / 0. Small controls: 10px. App icons: all four corners, 22% of size.
4 · Components
Primary button
info@hka.group ↘
Solid tan, two-line uppercase label, arrow glyph. Hover lifts to Sand. Never rounded on all four corners.
Section rule
Every section opens with a short 40×2px tan rule — the quiet signature that precedes a heading. Decorative language: tan line-art circles and zigzags over duotone photography; ambient motion is long sine loops, small distances — felt, not seen.
5 · Voice
- Understated. We never pitch. One idea, stated with total confidence, beats three stated loudly.
- Factual. Est. 2015. London. In memory of Henry Kofi Amankwah. Facts carry the weight.
- Human. Henry’s words are the emotional centre — quoted verbatim, never paraphrased.
- Select. We say what we do — business development, marketing, consultancy — and never the word “services”.