Calm, useful, founder-led. A tool that respects your taste — and quietly looks like it.
The mark is the name set in Instrument Sans Medium with tight tracking, finished by an olive dot resting at the baseline. The dot is the brand's entire flourish — everything else stays quiet.
Instrument Sans · weight 500 · letter-spacing -0.045em · always lowercase.
Diameter ≈ 18% of the font size · color Olive #B8C24A· hangs low at the end of the mark, gapped ≈ 9% from the “a”. Never raised toward the x-height.
Keep a margin equal to the width of the “o” on all sides. Nothing shares that space — no taglines, no partner logos. The mark holds at 16px tall on screen; below that, use the dot alone at favicon scale.
Koza is a white-paper product with a disciplined ink scale, and it works in daylight — there are no dark grounds. Olive carries the brand and the call to action, the blue family does the work olive physically cannot, and spark is spent on one thing only.
The working ratio on any Koza surface: mostly paper, then ink, then an olive wash, then the olive itself, then a sliver of blue and a glint of spark.
Teal & Teal Deep — The colors meant to sell Koza, and the quietest in the set. Nothing replaces them: marketing weight now comes from type scale and white space, which is what makes a light brand read as considered rather than washed out.
Pine — This was Nexity's green, verbatim. Koza's product actions cannot be painted in a tenant's brand color. Ink takes the primary action; Blue Deep takes links, active tabs and focus; olive stays on the mark and the washes.
Sky Text — A fourth blue at 3.5:1, under the floor while being specified for emphasis words. Emphasis comes from the serif italic itself, set in ink.
Instrument Sans sets headlines, the wordmark and product headings. DM Sans sets paragraphs, UI text and labels. Emphasis is the third job, not a third face: Instrument Sans 600 in ink, one phrase per screen.
Clean, modern, friendly — without trying too hard. Body copy stays around 15px with relaxed leading; labels go uppercase with a touch of letter-spacing and never shout. Emphasis is the part you’d underline.
| Role | Size | Weight | Tracking | Face |
|---|---|---|---|---|
| Display | 34–56px | 500 | -0.02em | Instrument Sans |
| H2 | 24–32px | 500 | -0.025em | Instrument Sans |
| H3 | 16–18px | 500 | -0.01em | Instrument Sans |
| Body | 14–15px | 400 | normal | DM Sans |
| Caption | 11–12px | 400 | normal | DM Sans |
| Label | 10–11px | 600 | +0.1em | Instrument Sans |
Tracking tightens as size grows: −0.045em on the wordmark, −0.02em on display sizes, neutral at body, +0.1em on uppercase labels.
Oza is the AI inside Koza. It is never called “the AI,” never given a robot, and never dressed in a second palette. Its mark is the wordmark's dot with rays — the one piece of the logo that was already a circle, given something to do.
The mascot is still open. Oza is also a goat — the pun is worth having, and a mascot gives the assistant somewhere to live on an empty state. It is not drawn yet; a hand-drawn cartoon is illustration work, not geometry, and it needs an illustrator. The sparkle is what ships in the product; the goat, when it exists, is page furniture at large sizes only.
Koza talks like an operator who has done the work — never like software. Controls say exactly what happens. Nothing apologizes, nothing over-celebrates, and no infrastructure ever leaks into a sentence.
Flat white sections separated by hairlines, underline tabs instead of pill trays, soft parchment fields instead of bordered boxes, and actions that reveal themselves on hover.
| Element | Rule |
|---|---|
| Navigation | Tabs are quiet text with a 2px olive underline. Never segmented trays, never filled pills. |
| Fields | Inputs sit on parchment #FAF9F7 with no border; focus brightens to white with a Blue Deep ring. |
| Actions | One ink button per surface, in paper. Secondary actions are text. Destructive stays red and asks once. |
| Radii & chrome | Corners stop at 8–10px. Fully-round pills are reserved for avatars and nothing else. |
Every workspace starts fully Koza-branded: the wordmark in the sidebar, on the login screen, and across client-facing pages, signed “Powered by Koza.” The white-label add-on swaps client-facing surfaces to the workspace's own logo, favicon and brand color — and reverts to Koza automatically if the subscription lapses. Internal admin areas always stay Koza.
| Surface | Wears |
|---|---|
| Koza-branded | Login, team sidebar, settings, upgrade prompts, empty workspaces. |
| Workspace-branded | Share links, approval pages, connect pages, the client portal — once a logo is uploaded. |
| Attribution | “Powered by Koza” on default surfaces becomes “Powered by {workspace}” under white label. |
One decision made once, so nobody has to guess in a tooltip at 5pm.
| Thing | Write | Not | Why |
|---|---|---|---|
| The company | koza | Koza · KOZA | Lowercase everywhere, even opening a sentence. The mark and the word agree. |
| The assistant | Oza | Oza AI · the AI · OZA | It has a name. Using it is the whole point of giving it one. |
| A client's area | Space | Client Space · portal · workspace | One word, capitalised as a product noun. “Spaces” plural. |
| The people using it | your team | users | Nobody calls themselves a user. |
| Their clients | clients | customers · accounts | Agencies have clients. Match their language, not ours. |
| Possessive | Koza's | Kozas | — |
Brand color says this is Koza. Data color says this is different from that. They answer different questions, they come from different palettes, and confusing them is how a product ends up with four blues.
Statuses, formats, campaigns and stages draw from this ten-color set. Each is a tinted ground with its own darker ink, so a label is always legible and never depends on the accent.
Koza sends invites, magic links, booking confirmations, review requests, digests and automation mail. It is the only place the brand arrives uninvited, and the only place it is never checked.
| Structure | Rules |
|---|---|
| Wordmark or the agency’s logo, left, 20px tall | Sender name is the brand of the surface it came from, never “no-reply” |
| One sentence saying what happened, in the subject and again first line | Reply-to reaches a person |
| One ink button. Never two | Never email a password or a code that grants access on its own |
| The same link as plain text underneath — buttons get stripped | Tables and inline styles only — email clients ignore stylesheets |
| Footer: who sent it and how to stop receiving it | Readable with images off |
Subjects say the thing.“Zenah invited you to Koza” beats “You have a new invitation.” Name the person and the object; skip the greeting; never open with “Just a quick note.”
Scattered across three chapters this reads as trivia. Collected here it is a standard you can hold a screen against before it ships.
Six things that turn the wordmark into something else.