Haklo — Brand & Style Guide

01 — Name & Identity

Where the name comes from

Haklo

Choctaw language

“To hear; to listen — the act of truly paying attention to another person.”

“Your family, actually connected.”

Product name: Haklo · Domain: haklo.app · App Store ID: 6761346914

Positioning: Haklo is a family culture app — not a meeting scheduler. It helps families live the decisions they make together, day to day.

02 — Color

Color Palette

Canvas Cream

#F4F0E6

Primary background

Cream Dark

#EAE4D4

Section backgrounds, rows

Grounded Brown

#4A3C34

Headings, primary text, dark CTAs

Mid Brown

#6B5C52

Body text, secondary labels

Light Brown

#9E8E84

Placeholders, tertiary text

Haklo Sage

#8FA08C

Logo, links, primary accent

Sage Light

#B5C4B2

Subtle accents, borders

Sage Fade

#E3EAE2

Chip backgrounds, hovers

Warm Amber

#D4943A

Warmth, highlights — sparingly

Warm Border

#DDD8CF

Input borders, dividers

Muted Green

#7A9E7A

Success states

Muted Red

#C4827A

Errors, destructive actions

Do not use bright primaries (red, blue, green). The palette is intentionally warm, muted, and organic.

03 — Typography

Type System

Display & Headings — Fraunces 700–800

Your family,
actually connected.

Serif with ink-trap personality. For hero text, section titles, brand moments. Available at fonts.google.com

Body & UI — Plus Jakarta Sans 400–700

How is everyone really doing this week? You made a commitment last week — here’s a nudge. Clean, humanist, warm.

For all body copy, labels, buttons, navigation. Available at fonts.google.com

Name	Size
Hero	clamp(3rem, 8vw, 5rem)
H1	3rem
H2	2.25rem
H3	1.5rem
Body	1rem
Small	0.875rem
Label	0.75rem / uppercase / wide tracking

04 — Logo

Mark & Wordmark

Enso Mark — On Cream

Enso Mark — On Dark

haklo

Lockup — Horizontal

haklo

Lockup — Stacked

Mark: Enso circle — single brushstroke, incomplete, in Haklo Sage on cream rounded square. Gap at 12 to 2 o’clock (top-right).

Wordmark: “haklo” in lowercase Fraunces. Never use the wordmark without the enso on small surfaces.

Files: enso-mark.svg · haklo-logo.svg · haklo-logo-light.svg in haklo/assets/images/

05 — Voice & Tone

How Haklo speaks

Haklo speaks like a thoughtful friend — warm, direct, and never preachy. Use “you” and “your family” — never “users” or “members.” Coaching copy never uses exclamation points.

Do

“How is everyone really doing this week?”

“You made a commitment last week. Here’s a nudge.”

“Your family is building something real.”

Don’t

“Congratulations! You completed your meeting!”

“Users can now track their goals.”

“Boost your family engagement today!”

06 — Product

Subscription Tiers

Tier	Price	Core Value
Free	$0	Weekly meeting ritual — check-ins, goals, kindness commitments
Haklo Plus	$9.99/mo	AI coaching through the week, not just during the meeting
Haklo Culture	$24.99/mo	Decisions as governance — policies, principles, ancestry chains