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Wordmark
Section titled “Wordmark”The HELM wordmark is the single most important brand asset. Do not redraw, reset, or restyle it. Use approved files only.
| Property | Value |
|---|---|
| Typeface | Barlow Condensed Bold |
| Tracking | −2.3% of size |
| Case | UPPERCASE ONLY |
| Clear space | 0.6× cap height |
| Min size | 14pt / 20px |
Variants
Section titled “Variants”Three compositions: mark, horizontal lockup, stacked lockup.
Mark (H)
Section titled “Mark (H)”
Use the mark only where the full wordmark is illegible — favicons, app icons ≤32px.
Horizontal lockup
Section titled “Horizontal lockup”
Use the horizontal lockup for app headers, toolbars, and dense UI chrome.
Stacked lockup
Section titled “Stacked lockup”
Use the stacked lockup for hero surfaces: decks, covers, product boxes, posters.
Product lockups
Section titled “Product lockups”The slash-separator lockup reads as a rack-label — it is the default industrial form. For software surfaces, sentence-case is acceptable: Helm Cues, Helm DJ, Helm Clock.
Sizing
Section titled “Sizing”| Context | Minimum |
|---|---|
| Deck hero | 60pt |
| Cards | 32pt |
| In-app | 18pt |
Backgrounds
Section titled “Backgrounds”- Jet — preferred for dark surfaces.
- Graphite — OK for secondary surfaces.
- Paper — preferred for light surfaces.
- Signal — accent-on-accent. Avoid unless it’s a brand moment.
Never place the wordmark on busy photography without a solid plate underneath. No gradients. No photo fills.
Misuse
Section titled “Misuse”Never do these:
- Don’t stretch. Never scale non-proportionally or over-track.
- Don’t recolor. Wordmark is Cream on dark, Ink on light. Nothing else.
- Don’t outline. No stroke versions, no ghosted type.
- Don’t rotate. The mark always sits on its baseline.
- Don’t lowercase. Wordmark is UPPERCASE HELM only.
- Don’t bake taglines. Taglines live in layouts, not inside the mark.
Colour variants
Section titled “Colour variants”Every composition ships in six variants:
| Variant | Use |
|---|---|
cream-on-jet | Primary dark version |
ink-on-paper | Primary light version |
cream-transparent | Overlay on dark imagery |
ink-transparent | Overlay on light imagery |
white-mono | Pure white knockout (video / dark) |
black-mono | Pure black print |
Every variant ships as SVG (source of truth) plus PNG at 512px and 2048px width. For other sizes, re-export from the SVG.
See Assets for downloads and file-naming rules.