Capital Test
Every visual must answer this question before publishing: "Would this look credible inside an investment memo?" If no → redesign. This applies to everything — web, print, social, thumbnail, document.
Colour Palettev3.0 — Locked
Navy
#2E4A5F
Primary headers, section bars, nav
Steel Blue
#4A7A9B
Sub-headers, accents, CTA
Kill Red
#C0392B
Kill decisions, warnings
Survive Green
#27AE60
Go signals, positive outcomes
Park Amber
#E67E22
Caution, park decisions
Background
#F5F6F7
Page and card backgrounds
TypographyThree fonts · No substitutions
Display
Barlow Condensed 800
Headers · Section bars · Titles · All caps
Body
Barlow Regular — body copy, descriptions, paragraph text.
Body copy · Descriptions · Sentence case
Mono / Data
DM Mono 400 — metadata, numbers, dates, codes
Dates · Numbers · Labels · Mono data
Layout RulesRequired + Prohibited
× Prohibited
- ×Gradients — any gradient anywhere
- ×Rounded corners — hard edges only
- ×Drop shadows on cards
- ×Watercolour or decorative illustration
- ×Emotional stock imagery
- ×Rounded ecosystem wheels or diagrams
- ×More than 2 accent colours in one layout
→ Required
- →Hard edges on all cards and containers
- →Flat colour blocks — no blending
- →Dark header bars (white text) labelling sections
- →White cards below section headers
- →Generous whitespace — never crowded
- →Geometric, flat, monochromatic icons only
- →Every element earns its place
Brand ArchetypesPrimary + Secondary
Primary Archetype
The Allocator
Disciplined. Calm. High standards. Emotionally regulated. Not performative. Capital follows proof — not narrative.
Secondary Archetype
The Trainer
Structured. Demanding. Framework-first. Builds decision capability in operators — not motivation, not warmth.
Tone of Voice
Disciplined
Calm
High Standards
Emotionally Regulated
Not Performative
Collateral StandardsStanding files — all must stay current
Brand Kit
brand_kit.html — Visual identity system. Colour palette, score circles, decision tags, typography, layout rules, AI brand prompt, archetypes, design intensity rules, capital positioning test.
Six Lenses Poster
six_lenses_poster.html — A4 print-safe poster. All 6 lenses with questions, scoring, and decision outputs. Produced for every workshop.
Architecture Poster
kallor-architecture.html — A4 print-safe. Signal → KDE → Execution → Capital. Full four-layer system diagram with internal tools section.
Idea Engine Poster
kallor-idea-engine.html — A4 print-safe. Idea OS pathway: 1000 ideas → Cull → Sprint → Revenue → Capital. Produced for workshop use.
On every brand kit update: regenerate all four standing collateral files. All must be self-contained print-safe HTML using current brand tokens.