# Sverdrup Systems Brand System

Version 1.0 / September 12, 2026

## Architecture

Sverdrup Systems is the company. Rutter is the product and platform.
Plot and Keep retain their product names and responsibilities.
Do not rename code, CLI commands, package paths, or product interfaces to
Sverdrup. Do not add "AI" to the company wordmark.

Positioning: Real structure for AI implementation.

Product promise: Know what a change creates, breaks, and invalidates before
agents build it.

System line: Keep the record. Plot the relationships. Rutter the way forward.

## The Emblem

The compass is Rutter's direction and coordination. It encloses Plot's
connected graph and Keep's three substantial, separated record layers.
The gold stack is an equal structural element, not a decorative pedestal.
Use the full emblem for the company and the individual product glyphs only
when naming their respective responsibilities.

The old K-shaped trail marker is retired. No Kairn initials, characters,
literal mythology, military imagery, or separate floating symbols.
The explorer association is expressed through direction and navigation.

## Assets

- sverdrup-symbol.svg: canonical flat vector emblem.
- sverdrup-symbol.png: transparent generated illustrative emblem, 1254 square.
- sverdrup-logo.svg: primary horizontal symbol and stacked wordmark.
- sverdrup-logo-reversed.svg: ice-colored structure for forest backgrounds.
- sverdrup-logo-mono.svg and sverdrup-symbol-mono.svg: single-ink outlines on white.
- rutter-direction.svg: coral compass.
- plot-relationships.svg: teal connected graph.
- keep-records.svg: gold durable record stack.

SVG lockups contain editable live text using Arial/Helvetica/sans-serif.
Check font substitution before print production; these are not outlined fonts.
The PNG is an illustrative rendering, not a pixel-identical SVG export.
Use the SVGs for deterministic reproduction and small-format digital use.

## Color

| Name | Hex | Role |
| --- | --- | --- |
| Forest | #172723 | Structure, outline, primary text |
| Teal | #7FB3A7 | Plot relationships |
| Gold | #F2C567 | Keep durable records; primary call to action |
| Coral | #DE674E | Rutter direction |
| Ice | #E8F2F4 | Light field, reversed structure |
| Paper | #F9FBFA | Reading surfaces |

Use forest for small text on light fields. Teal, coral, and gold are identity
accents, not default small-text colors. Color never replaces a product label.

## Typography and Composition

Use Inter where already available, then Helvetica Neue, Arial, sans-serif.
The site uses the system stack without a remote font dependency.
Wordmark: SVERDRUP SYSTEMS, uppercase, bold, zero letter spacing.
Company display headings may use title case. Body copy is sentence case.

Clear space: at least one graph-node diameter around the symbol and lockup.
Minimum full-emblem width: 40 CSS pixels. Below 40px, use the Rutter direction
glyph as the compact compass identifier; the full emblem remains for larger
identity uses. Do not shrink Keep's layers independently or crop the compass.
Minimum lockup width: 210px. Preserve proportions. Use the reversed artwork
on forest, and primary artwork on white or ice.

Use full-width editorial bands, an unframed primary brand image, distinct
product responsibilities, and restrained supporting graphics.
Do not introduce gradients, glowing dots, ornamental cards, or a second mark.

## Voice and Evidence

Direct, confident, specific. Structure makes ambition executable.
Describe what the product does, not generic AI superlatives.
Tie quantitative statements to fixtures, scope, and evidence.
No invented customer outcomes, certifications, market leadership, or savings.

## Provenance

The transparent PNG was created with the built-in image-generation tool
from the user's compass / Plot / strong Keep brief. The SVG system is a
hand-authored flat vector interpretation with matching responsibilities.
This is not a trademark registration, legal clearance, or affiliation claim.

Generation prompt: a clean original cloud-native compass medallion in forest,
with a coral north arrow, a teal connected graph in its upper half, and three
large gold durable record slabs in its lower half; one cohesive silhouette,
transparent background, no lettering, old K mark, scenery, characters, or 3D.