Assets

Where canonical assets live

The /brand/ directory at the monorepo root is the source of truth. Products vendor what they need into their own /assets directory at build time — never hand-copy.

This docs site publishes a subset at /brand/ for preview and download; those files are a copy, not the canonical location.

Repository layout

brand/
├── logo/
│   ├── wordmark/           HELM wordmark (SVG + PNG 512/2048)
│   ├── mark/               H mark
│   ├── lockup-horizontal/  H | HELM
│   ├── lockup-stacked/     HELM with signal underline
│   └── social/             Avatars, banners, email-signature
├── products/               HELM / CUES, HELM / DJ, HELM / CLOCK, HELM / PROTOCOL
├── app-icons/              Per-product app icons (SVG + PNG @ 1024/512/256/128/64)
│   ├── helm/
│   ├── helm-cues/
│   ├── helm-dj/
│   ├── helm-clock/
│   └── helm-protocol/
├── favicons/               favicon.svg + PNG 16/32/48/64/192/512 + .ico + apple-touch-icon-180
├── icons-24/               18 in-app icons, 24×24, 1.5px stroke, currentColor
├── color/                  helm-palette.{json,css,scss} + SVG swatches
└── preview/                Single-page preview sheet (PDF)

Naming rules

• Lowercase, hyphens, no spaces. helm-cues.svg, never helm_cues.svg or HelmCues.svg.
• Parent-first. helm-<product>-<variant>.<ext>.
• Color suffixes. -cream, -ink, -signal, -on-jet, -on-paper, -transparent, -mono.
• Size-specific icons. -16, -24, -32.
• Version only on breaking changes. helm-wordmark-v2.svg.

Logo variant quick-pick

Use case	File
Website header on dark hero	lockup-horizontal/helm-lockup-horizontal-cream-on-jet.svg
Document / letter / light PDF	wordmark/helm-wordmark-ink-on-paper.svg
Overlay on dark photography	wordmark/helm-wordmark-cream-transparent.svg
Overlay on light photography	wordmark/helm-wordmark-ink-transparent.svg
One-colour press / merch	mark/helm-mark-black-mono.svg
Video lower-third / white knockout	mark/helm-mark-white-mono.svg
Social avatar (Twitter/IG/YouTube)	social/helm-avatar-jet-1024.png
Twitter/X header	social/helm-banner-1500.png
Email signature image	social/helm-email-signature-400.png

App icon quick-pick

Source SVG is the truth — re-export PNG at any size.

Product	1024 PNG	SVG
Helm	helm-app-icon-1024.png	helm-app-icon.svg
Helm Cues	helm-cues-app-icon-1024.png	helm-cues-app-icon.svg
Helm DJ	helm-dj-app-icon-1024.png	helm-dj-app-icon.svg
Helm Clock	helm-clock-app-icon-1024.png	helm-clock-app-icon.svg
Helm Protocol	helm-protocol-app-icon-1024.png	helm-protocol-app-icon.svg

Everything else

• Colour tokens — helm-palette.json · helm-palette.css · helm-palette.scss
• Favicons — helm-favicon.svg · favicon.ico · apple-touch-icon-180.png
• Preview sheet — Helm_Brand_Assets_Preview.pdf
• Full brand pack README — brand/README.md

Trademark note

Trademark research for “Helm” has not been completed. Do not file yet. “ShowLink” is being retired due to Shure’s SHOWLINK® registration in the pro-audio class.