Helix v6.2 · 2026
Brand identity · Data platform

An identity that has to survive being a 16px favicon and a keynote wall.

Client — Helix Data
Scope — Identity & product system
Surfaces — 40+ product
Helix
Minimum mark
16px
Contrast floor
4.5:1
Product surfaces
40+
Components
210
01 / Construction

Two strands, one crossing. The mark is a join, not a spiral.

Both strands are the same curve, mirrored on the vertical axis, crossing exactly once at the optical centre. The single crossing is what keeps it legible at favicon size — a true double helix turns to mush below 24px.

7 × 6 UNITS CROSSING AT 50%
a

One crossing, dead centre

Tested down to 16px. Two crossings read as a blur; one reads as a knot, which is the idea.

b

Stroke is 1/9 of the height

Constant at every size. The mark is never optically thinned for large display use.

c

Indigo leads, cyan follows

The strand order is fixed. Reversed, it reads as a different company at a glance.

d

The gradient is for surfaces

Never inside the mark. The mark is two flat strands; gradient belongs to backgrounds and data only.

02 / Lockups

Four builds, and the mark carries the product alone.

Horizontal everywhere by default. Mark-only owns the app icon, the favicon and anything under 120px wide.

01 Horizontal
Helix
Data platform
02 Stacked
Helix
03 Inverted
Helix
Dark surfaces
04 Keynote
03 / Colour

Built as tokens, not swatches — because it ships in two modes.

Every value is a semantic token resolved per theme. Try the theme switch in the header: nothing below was redrawn, the tokens simply resolved differently. That is the whole point of the system.

Indigo
#4F46E5
Primary action and the leading strand.
Cyan
#06B6D4
The following strand. Live data only.
Violet
#A855F7
Third series in charts. Never UI chrome.
Mint
#10B981
Healthy state. Reserved for status.
Ink
#0B0D14
Type in light mode, ground in dark.
Spectrum
102° · 3 stops
Marketing surfaces only. Never behind body copy.
Semantic, not literalComponents reference --surface and --accent. No component hard-codes a hex value anywhere in the product.
Both modes ship togetherA colour that only works in light mode is not a brand colour. It is rejected at design review.
Contrast floor 4.5:1Enforced in CI. The build fails on any token pair below it, in either theme.
04 / Typography

One grotesque, six steps. Mono for anything executable.

A single family across marketing and product removes the seam customers usually feel when they sign up. Mono is reserved for values a machine produced or a person can paste into a terminal.

Display / 70
Query anything.
Headline / 32
Petabyte scale, sub-second reads.
Subhead / 18
Connect a source and start querying in minutes.
Body / 14.5
Helix is a managed analytical database used by teams who outgrew their warehouse. The identity had to work across marketing, a product console, CLI output, API docs, three mobile apps and a conference stage — without ever feeling like two different companies.
Code / 12
helix query --source prod --limit 100

Setting rules

Display
Inter · 700 · −3.4px tracking
Headline
Inter · 650 · −1.4px
Body
Inter · 400 · 14.5/1.68
Code
Mono · 12px · normal case
Measure
Max 72 characters, always
Never
Uppercase display. Letterspaced body. A second family.
If a user could paste it into a terminal, it is mono and it is selectable. No exceptions in docs.
05 / Product

The identity is mostly experienced as an interface.

Console, CLI, app icons, docs and status page. Ninety per cent of the time a customer sees Helix, they are logged in — so the product is the brand's primary surface, not its afterthought.

Console · query workspace
CLI · output styling
$ helix query --source prod
→ connecting to cluster eu-west-2…
4,182,904 rows in 0.41s
$
App icons · three surfaces
Conference badge
Helix Conf Berlin · 2026
Status page
APIOperational
Query engineOperational
IngestDegraded
ConsoleOperational
06 / Motion

Motion signals state, never decoration.

Three behaviours: the mark resolving on load, work in progress, and a live connection. If an animation does not report a system state, it does not ship.

Mark resolve · 0.6s
Query running
Live connection
HelixIdentity systemDesign tokensProduct UICLIMotion Light & dark210 components HelixIdentity systemDesign tokensProduct UICLIMotion Light & dark210 components