Tehom builds the systems that turn the deep into form. Where intent meets infrastructure, where chaos meets order, where the work is spoken into being.
- Substrate owner · holds the canonical standards, IDP, operating substrate
- License grantor · grants consumption rights under written PLAs
- Development partner · delivers full-stack bespoke applications under DSAs
Magician 60% · Sage 40% (locked, Mark & Pearson canonical two-archetype)
Six tokens. Six is the maximum.
--tehom-deep#050A10--tehom-light#FAF7F2--tehom-deep-elevated#1A2638--tehom-muted#8A8680--tehom-signal#C9A961--tehom-utility#3D4F66--tehom-error#B05B3BReserved: Tov · Yom · Above the brand layer: YHWH · Davar
YHWH is the Source the family serves — outside the system. Davar (the Word) is the canonical content. The Tehom brand exists precisely because the Name does not reduce. Three sub-brands serve, three calibrated postures.
YHWH-OS. Pronounced ohr.Three active members. Each carries the same geometric DNA — dot, threshold, arcs — and inherits the typographic system, the locked color tokens, and the breath animation.
- Dot diameter: 1u · Gap above horizon: 1u
- Horizon line: 8u · weight 0.1u
- Arcs: 3 concentric · radii 1.5/2.25/3u · weight 0.1u
- All measurements proportional. Yehi inverts the descent; Or mirrors Tehom vertically (arcs ascending).
- · No glow, shadow, gradient, 3D effects
- · No rotation, skew, distortion
- · Three arcs is the count (Tehom & Or)
- · Wordmark only in Fraunces Light, lowercase
- · Hebrew script per § 09 Theology Surface Discipline
Not sub-brand wordmarks. They name what the family serves, not what it is. Permitted on theology surfaces only — see § 09.
- · The Name. Not vocalized. Tetragrammaton.
- · Hebrew יהוה is the canonical form.
- · Latin YHWH (uppercase) is the operational form — code, repo names, internal codenames only.
- · Internal codename:
YHWH-OS(Or's runtime).
- · The Word that was with God before any system existed.
- · Pronounced dah-VAHR. With niqqud.
- · Canonical content Or reads, never the layer that reads it.
- · Distinct from the icon
davar(in the icon set, propagating-utterance concept).
Permitted: foundation docs · about-page footer · business-card backs · internal codenames. Forbidden: marketing, product UI, sales surfaces, any sub-brand lockup.
The display serif carries gravity. The body sans carries clarity. The mono carries craft. Each typeface stays in its lane.
Mark & Pearson canonical two-archetype structure · locked 2026-05-14 · grounds every voice decision
Dominant · the brand's center
Transformation, vision, "make dreams come true." Tehom's brand essence is literally transformation language — turn the deep into form. The mark itself depicts the moment of transformation: light hovering above a threshold, order propagating through depth. Magician is what the brand is for.
build · transform · turn · propagate · unlock · reimagine · vision · possibility · breakthrough · alchemy
hope · vision · willingness · intrigue · "this brand sees something I haven't yet"
Shadow Magician = pure incantation, hype unbacked by substance. The Sage influencer is what keeps the Magician honest.
Influencer · the calibrating restraint
Truth, depth, "show the work." The locked voice attributes — restrained, grounded, lucid, patient, reverent — are Sage canon. Higher than a typical Magician-led brand carries (usually 30%) because Tehom's operating discipline is heavier-weighted Sage than the dominant alone allows.
research · evidence · framework · principle · considered · rigorous · learn · understand · depth · clarity
respected · well-informed · confident · "this brand thought before it sold"
Shadow Sage = ivory-tower hedging, won't commit to a recommendation. The Magician dominant is what makes Sage shippable.
The Magician supplies the verbs; the Sage supplies the qualifiers. Together they produce copy that promises something specific that the brand has actually done the work to deliver. Tehom builds, Tehom understands what it builds, Tehom can explain both. Avoid pure incantation (Magician shadow); avoid ivory-tower hedging (Sage shadow). The two-archetype lock is canonical Mark & Pearson — no accent archetype, no third member. Or carries the same mix; Or tilts slightly more Sage on alignment-anchoring copy but remains in the family.
- Apple · modern era · Magician-dominant
- DeepMind · Sage-leaning sister
- Anthropic · mirror · Sage-dominant
- Stripe · mirror · Sage-leaning
- Wolfram Research · Sage with Magician edge
- Character refs · Gandalf · Doctor Strange · Dumbledore · Morpheus
- · Not Hero/Outlaw · "relentless / disruptive" is locked-out vocabulary
- · Not Sage-dominant · essence verb is builds, not just understands
- · Not Magician/Creator · Tehom is transformation, not craft for craft's sake
- · Not Ruler-influenced · the structural authority is not yet earned
Full archetype profile · brand/persona/tehom-archetype-profile.md · customer-side mixes for H&J Petroleum (Ruler 70 / Magician 30) and PetroSuites (Hero 85 / Caregiver 15) live there.
- Restrained. Confidence as quietness.
- Grounded. Concrete particulars.
- Lucid. Plain language carrying depth.
- Patient. Nowhere to be in a hurry.
- Reverent. Toward the work.
- · Startup-warrior vocabulary
- · Cute, quippy, relatable
- · Jargon-as-credentialing
- · Effusive (no emoji)
- · Religious in surface posture (Tehom · Yehi)
- · AI-marketing-dust ("AI-powered")
How the names are written across surfaces
- Sentence case · Tehom, Yehi, Or
- Full form (first introduction) · Tehom AI
- Sub-brand first-introduction · Yehi by Tehom, Or by Tehom
- Short form thereafter · Tehom
- Never TehomAI · never tehom.ai in prose
- Wordmark · always lowercase
- Always Fraunces Light · opsz 144 · weight 300
- Never bold, italic, stretched, or substituted
- teh-HOHM · Sephardic / modern Hebrew · two syllables
- YEH-hee · two syllables, soft h
- ohr · one syllable, long o, soft r
- dah-VAHR · two syllables · Davar (reverent glyph)
Section labels use MONO UPPERCASE TRACKED — IBM Plex Mono, 9–10px, letter-spacing 0.2em. Used for section numbers (00, 01…), surface labels (THESIS, STACK, WORK), status badges. Never for sentences.
Base 64px · 1.5× progression
| space-quarter | 16px |
| space-half | 32px |
| space-three-quarter | 48px |
| space-base | 64px |
| space-and-a-half | 96px |
| space-double | 128px |
Quiet easing · short durations · one load-bearing animation
The dot pulses on a 4-second cycle, opacity 1.0 → 0.82 → 1.0. Subtle by design — confidence as quietness. If the badge above reads motion enabled, the animation is running per spec.
| --motion-instant | 120ms |
| --motion-quick | 160ms |
| --motion-settle | 240ms |
| --ease | cubic-bezier(.4, 0, .2, 1) |
No springs, no bounces, no overshoot. No fade-in-on-scroll, no parallax, no scroll-jacking. Respect prefers-reduced-motion.
Solid backgrounds · hairline separation · sharp corners · no shadows
- · Always solid · default
--tehom-deep - · No gradients (brand does not perform)
- · No photographic backgrounds
- · No repeating patterns or textures
- · No hand-drawn illustrations
- · 1px hairline strokes everywhere
--hairline: rgba(250,247,242,0.12)- · Sharp corners ·
border-radius: 0 - · No drop shadows, no inner shadows, no glows
- · Link hover: underline slate → light (160ms quiet ease)
- · Nav text hover: opacity 72% → 100%
- · Button hover (ghost): hairline → full
--tehom-lightborder - · Button hover (signal): gold lightens #C9A961 → #d6b873
- · Press: brief opacity dip (~0.9). No shrink. No scale.
- · Focus (standard): slate ring
- · Focus (critical): gold ring
- · No backdrop-blur (nav is solid deep)
- · Body copy at 78% opacity
- · Supporting text at 66%, captions at muted token
- · 24×24 viewBox · stroke-width 1.0 hairline · round caps + joins ·
currentColor - · Fills: none · only the dot motif (presence/focus/status)
- · Family vocabulary: circles, horizons, concentric arcs, radial propagation, dot grids, frame brackets
- · Dashed strokes = act-in-motion (yehi, orchestration, faith bridge)
- · Solid strokes = stable artifacts
- · Must look like it belongs beside the master mark — sibling test before lock
- · No emoji, no unicode glyphs as icons — every needed glyph has an explicit SVG
- · The
davaricon (concept of propagating utterance) is distinct from the Davar reverent glyph - · 60 icons · v1.4 inventory · synced from
brand/tehom-brand-assets/icons/
The substrate group breaks into seven subfamilies the v1.4 spec names — Genesis-1 creation arc, Or alignment, cardinal virtues, biblical-graph, stewardship/vocation, Tehom operational, Yehi methodology.
How the system is applied. Calibrated examples at the locked tokens — not mockups, working renders.
The active dot is the brand's load-bearing presence moment. Gold pulses on the 4-second breath. The only place the brand performs is when the agent is thinking.
// substrate · runtime · evaluation
import { runYehi } from "@tehom/yehi";
const cycle = await runYehi({
bets: ["bet-650"],
proof: "deterministic",
});
// → cycle.complete === trueThree calibrated postures. Tehom & Yehi sell — theology covert. Or names what it serves — theology explicit. YHWH & Davar are above the brand layer.
- · Origin docs, founding charter
- · Internal references, architecture notes
- · About-page footer (existing תְּהוֹם treatment)
- · Business-card backs
- · Marketing copy, paid acquisition
- · Tehom/Yehi product UI
- · Goal docs, status dashboards
- · Anywhere selling rather than describing
- · Alignment surfaces, canon views, virtue lattices, alignment reports
- · Bible chapter references inline with virtues (Phil 4:5, Prov 4:18…)
- · Hebrew transliterations: tov, or, davar
- · The internal codename
YHWH-OSas operational reference - · Or marketing copy when functionally about the alignment layer
The alignment-memory layer's function is to anchor work to the canonical Source. Or names what it serves; the stealth posture would obscure the function.
- · Foundation documents (yhwh-foundation.md)
- · About-page footer
- · Business-card backs
- · Internal codenames (
YHWH-OSonly)
- · Never as wordmarks
- · Never on marketing or product UI in any form
- · Never in a sub-brand lockup
- · The codename appearing on Or surfaces is operational reference, not a reverent-glyph rendering