1. Mark Only
Mark — Dark
Dark container fill
SVG
Mark — Light
Transparent container
SVG
Mark — Mono White
No container, white strokes
SVG
Mark — Mono Dark
No container, dark strokes
SVG
2. Horizontal Lockup
Horizontal — Dark
On dark backgrounds
SVG
Horizontal — Dark + TM
First prominent use
SVG
Horizontal — Light
On light backgrounds
SVG
Horizontal — Light + TM
First prominent use
SVG
Horizontal — Mono White
Single color, dark bg
SVG
Horizontal — Mono Dark
Single color, light bg
SVG
3. Vertical Lockup
Vertical — Dark
Stacked, dark bg
SVG
Vertical — Dark + TM
First prominent use
SVG
Vertical — Light
Stacked, light bg
SVG
Vertical — Light + TM
First prominent use
SVG
4. Wordmark Only
Undercurrent
Wordmark — Dark
No mark, dark bg
SVG
Undercurrent
Wordmark — Light
No mark, light bg
SVG
Undercurrent ™
Wordmark — Dark + TM
First prominent use
SVG
Undercurrent ™
Wordmark — Light + TM
First prominent use
SVG
5. App Icons & Favicon
Favicon
48×48 viewBox, scales to any size
SVG
App Icon — 512px
Store-ready, 512×512
SVG
App Icon — 1024px
Apple App Store, 1024×1024
SVG
Undercurrent
Discover What No One Knew to Name
theundercurrentapp.com
OG / Social Image
1200×630 — Open Graph
SVG
6. Color Palette
Teal (Dark)
Interaction & actions · on dark
#1A3D38 #2D8B7A #3AAFA0 #7AD4C6
Teal (Light)
Interaction & actions · on light
#E0F2EF #1E7A6A #167060 #14655A
Amber
Intelligence & engine
#3D2E1A #D4A054 #E8B86A #F0CC8A
Red
Risk & danger
#3D1A1A #D45454 #E87070 #F09090
Purple
Frameworks & theory
#2A1A3D #8B6BBF #A080D0 #C0A8E8
Blue
Data & baselines
#1A2A3D #5478A8 #6B90C0 #90B0D8
Sage
Progress & positive
#1A3D2A #54A87A #6BC090 #90D8B0
Canvas (Dark)
Deep → Base → Raised → Elevated → Overlay
#0C0F14 #141820 #232A36 #2F3A4A #3E4C60
Canvas (Light)
Deep → Base → Raised → Elevated → Overlay
#E8E6E3 #F5F4F2 #FFFFFF #F0EEEB #E4E2DF
Text (Dark)
Primary → Secondary → Tertiary
#E8E6E3 #9B9690 #948e88
Text (Light)
Primary → Secondary → Tertiary
#1A1D21 #4A4540 #6A655F
Border (Dark)
Subtle → Visible
#2A2F36 #3A3F46
Border (Light)
Subtle → Visible
#E4E2DF #D0CEC8
7. Typography
Aa
Fraunces
Headings & brand · variable · OFL
Aa
Source Sans 3
Body & UI · variable · OFL
Aa
JetBrains Mono
Code & data · variable · OFL
Role Family Weights Headings & brand Fraunces (optical size 9-144) 400, 600, 700 Body & UI Source Sans 3 400, 500, 600, 700 Code & data JetBrains Mono 400, 500
Token Size Usage type-xs 13px Captions, timestamps, badges type-sm 14px Secondary text, chips, meta type-base 15px Body, inputs, cards type-md 17px Emphasized body, subheadings type-lg 20px Section titles type-xl 24px Page headings type-2xl 28px Hero headings
8. Brand Voice & Messaging
Line Copy Primary tagline Discover What No One Knew to Name Category line Behavioral Intelligence for Institutional Systems Secondary (optional) You read the room. We read the system. Product hook Understand the quiet part clients won’t say out loud. Positioning A software company whose platform operationalizes Institutional Behavioral Analysis — a new analytical category we originated through our own research. Category Institutional Behavioral Analysis (IBA)
Naming Usage Product Undercurrent™ — the ™ on first prominent use Company Undercurrent Research Labs, Inc. — a software company Domains theundercurrentapp.com (marketing) · undercurrentapp.ai (app) Contact hello@theundercurrentapp.com
Voice. Speak in terms of insight , analysis , assessment , and “your read.” The platform analyzes, surfaces, shows, points, and coaches — the practitioner does the reading; we build the instrument.