BRAND

How Helm looks and sounds.

One wordmark, one ink, one paper, one rule. Restraint is the brand: when in doubt, cut.

THE WORDMARK

helm.

Lowercase serif, a swash italic l, a full stop, a rule beneath. The full stop is the claim: the job is finished. The rule is the only emphasis device the brand owns.

Always the SVG, never live text. It takes the text colour of whatever it sits on: ink on paper, paper on ink. Minimum width 64px; navigation at 76px; clear space equal to the height of the full stop on every side.

Download the SVG

Set it alone, with room around it

Pair it with a client mark using a small ×

Use it as the only serif on the page

Let the period end a headline the same way

NEVER

Recolour it, add a gradient or a shadow

Add a dot, an icon or a symbol beside it

Set “helm.” in a web font

Crop the rule or separate it from the word

Place it on a photograph

COLOUR

Ink on paper. Nothing else.

There is no brand colour. Blue is for links only; green appears only as a state inside a workflow trace. Dark surfaces are reserved for the trace panel.

paper
#F5F5F3

paper-2
#EBEBE7

ink
#0A0D13

ink-2
#2A3038

slate
#5B6470

rule
#D6D6D1

blue (links only)
#2B63B3

ok (trace state only)
#2F7D32

TYPE

Two faces, three roles.

DM Sans 600 — headings.Tight, left-aligned, ending in a full stop. The rule under one phrase per page, never colour.

DM Sans 400 — body.16px, 1.55 line height, 66 characters wide. Emphasis is weight, never italics, never colour.

JetBrains Mono — labels, traces, numbers.Eyebrows, table headers, timestamps, route chips [[route: Team | intent]], and every number that lines up.

Banned: every serif as a web font, Inter, Roboto, Space Grotesk, Geist, Unbounded. Emoji, anywhere.

VOICE

Short, declarative, finished.

Helm's verbs, in Helm's headlines.Answered, decided, finished, booked, collected, routed, written. Never the customer's verbs; never a promise about what a customer will do next.

Business words, not product words.Lead qualification, follow-up, routing, triage, escalation, coordination. Never “chatbot”, “LLM”, “GPT”, “agentic AI” — including to say what Helm isn't.

Real numbers only.Every figure traces to the canonical narrative. Nothing rounded for effect; nothing borrowed from a global page.

English, no emoji, one glyph.The product replies in the customer's language. The brand writes in English. One sharp glyph is allowed — → or —.

Never shame the reader.Their asset, our outcome. Receipts are one-to-one; public copy never names a brand without its sign-off.