Sverdrup Systems / Identity
A system.
Not a collection.
One compass. Connected understanding above a durable record. Rutter, Plot, and Keep belong together, with a clear responsibility for each.
The identity library
Built to belong together.
Color system
A shared palette.
Distinct responsibilities.
Forest / Structure
#172723Teal / Plot
#7FB3A7Gold / Keep
#F2C567Coral / Rutter
#DE674EIce / Space
#E8F2F4The names
Sverdrup Systems is the company. Rutter is the product. Plot and Keep retain their own names and responsibilities within the system.
The mark
The compass surrounds both the graph and the record stack. Keep's three gold layers remain substantial and unmistakable, never reduced to a decorative base.
The voice
Direct, confident, and specific. Structure makes ambition executable. Evidence earns the claim.
The wordmark
SVERDRUP SYSTEMS. Bold, clean, and unembellished. No K-shaped marker, additional initials, or “AI” inserted into the company name.