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).

Helix Color

Color

Default. Use on dark or neutral surfaces.

Helix White

White

For dark photographic backgrounds where the gradient lacks contrast.

Helix Black

Black

For light surfaces: print, light UI, monochrome.

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.

Helix Color · dark bg

Color · dark bg

Mark + Iceland wordmark, gradient on dark. Default for product/marketing.

Helix Color · light bg

Color · light bg

Same lockup tuned for light surfaces.

Helix White

White

Reverse, monochrome white on dark/photographic.

Helix Black

Black

Monochrome black on light.

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.

FamilyPreviewBackgroundTextBorder

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+

Primary tagAccent tagNeutral tag

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.

Default: leading semantic glyph

Exception: trailing arrow for nav chrome

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