Brand
Helix brand assets
Marks, wordmarks, colors, and typography. Click any color to copy its hex. Hit the format buttons under each asset to download.
Mark
The double-helix glyph. Three variants: full color (default), white (reverse), and black (light surfaces).
Wordmark
Mark + the Iceland wordmark, locked at logo 0.75× wordmark height with gap 0 and letter-spacing 0em. Use this lockup wherever Helix appears alongside other brands.
Color · dark bg
Mark + Iceland wordmark, gradient on dark. Default for product/marketing.
Palette
Charcoal primary + Helix-mark emerald accent on a near-pure-white canvas for marketing surfaces. Portal stays on the dark canvas for operators. Click any swatch to copy its hex.
Brand
Marketing surfaces (light)
Portal surfaces (dark)
Pills
Semantic pill families with paired background, text, and border tokens. Use only these five for pill-style status chips and category tags across the portal.
| Family | Preview | Background | Text | Border |
|---|---|---|---|---|
Purple | community | bg-purple-100 #F3E8FF | text-purple-700 #7E22CE | border-purple-200 #E9D5FF |
Blue | in review | bg-blue-100 #DBEAFE | text-blue-700 #1D4ED8 | border-blue-200 #BFDBFE |
Pink | connected | bg-pink-100 #FCE7F3 | text-pink-700 #BE185D | border-pink-200 #FBCFE8 |
Teal | active | bg-teal-100 #CCFBF1 | text-teal-700 #0F766E | border-teal-200 #99F6E4 |
Yellow | attention | bg-yellow-100 #FEF9C3 | text-yellow-700 #A16207 | border-yellow-200 #FEF08A |
Grade ramp
Semantic A-to-F coloring on audit + scorecard surfaces. Conventional green-to-red so a prospect reads good vs bad at a glance.
A
#10B981
tw emerald-500
B
#84CC16
tw lime-500
C
#F59E0B
tw amber-500
D
#F97316
tw orange-500
F
#E11D48
tw rose-600
In use
Service 3 of 8 · AI Search (GEO)
Be cited by the AI models your buyers ask.
Same shimmer + CTA + grade-ramp shape that ships on the marketing surfaces. Charcoal carries the serious primary; emerald carries the energy and ties back to the mark.
Composite today
C+
At 6 months
B+
SEO
B-
Content
C
AI Search (GEO)
D+
Hero heading gradient
Reserved for hero titles and top-of-page section headers ONLY. Charcoal at the ends, emerald through the middle so the sentence hands off from the serious brand primary to the mark color and back. Do not use on body copy, buttons, chips, or subheadings.
Example
Be cited by the AI models your buyers ask.
CSS
background: linear-gradient( 90deg, #18181b, /* charcoal */ #3f3f46, /* charcoal soft */ #10b981, /* Helix emerald */ #059669, /* emerald deep */ #18181b /* charcoal */ ); background-size: 200% auto; -webkit-background-clip: text; -webkit-text-fill-color: transparent; background-clip: text;
Marketing-light theme only. On the dark portal canvas the gradient inverts to a lighter charcoal so it stays legible; portal hero headings should prefer solid white anyway. Not animated by default; the earlier text-shimmer animation was retired 2026-07-02.
CTA buttons
CTA buttons carry a LEADING semantic glyph by default. The icon should evoke the action: shield for audits, spark for AI-driven work, send for form submits, calendar for scheduling, etc. Trailing arrows are the exception, reserved for pure nav chrome (secondary link CTAs, breadcrumb tails) where the button just points somewhere and no domain glyph fits.
Pattern
{/* Default: leading semantic glyph. Pick the icon that evokes
the action - ShieldCheck (audit), Send (submit), PenLine
(draft/talk), Sparkles (AI), Calendar (schedule), etc. */}
<button className="inline-flex items-center gap-2 ...">
<Icon className="w-4 h-4" />
{label}
</button>
{/* Exception: text-only nav link with trailing arrow. Reserve
this for secondary link CTAs where the button just points
somewhere and no domain glyph fits. */}
<a className="inline-flex items-center gap-1 ...">
{label}
<ArrowRight className="w-3.5 h-3.5" />
</a>Rule: exactly one icon per button. Leading semantic glyph is the DEFAULT. Trailing arrow is the exception - if you find yourself adding it to a primary or accent button, pick a semantic icon instead. If nothing semantic fits, the label is probably too vague to be a CTA.
Typography
Two families do all the work. Iceland sets the wordmark; Geist runs everything else.
Wordmark / display
Helix
Iceland · Regular 400
Used only for the wordmark lockup. Never for body or UI.
Body & UI
The quick brown fox
jumps over the lazy dog · 0123456789
Geist · 400 / 500 / 600 / 700
Default for headings, body, and UI. Geist Mono for code, hex values, and run IDs.
Usage
The locked rules for putting Helix in the wild.
✓ Do
- Prefer SVG. Use the SVG files everywhere they render. PNG only for environments that cannot consume vector.
- Respect clearspace. Leave at least one mark-glyph height of clear space around the wordmark on every side.
- Use the locked lockup. Iceland all-caps · logo 0.75× wordmark height · gap 0 · letter-spacing 0em. Don’t re-typeset.
- Match contrast. Color variant on neutral or branded backgrounds; mono variants on photography or print.
✗ Don't
- Don’t recolor the gradient. The emerald → lime gradient is fixed. Use the mono Black or White marks if you need a single color.
- Don’t stretch or skew. Scale the asset uniformly. No rotation, drop shadow, outline, or warp.
- Don’t reset the typeface. Iceland is the wordmark. Don’t pair the mark with another typeface and call it Helix.
- Don’t crop the mark. The double-helix curves are the mark. Don’t use a partial silhouette.
Questions about brand use?
For partnerships, press, or anything else not covered here, drop us a line first.
hello@getlatest.ai