Many of the name, style and text parameters are collected in smc-util/theme.coffee. Since the name is trademarked and many of the aspects like the company name are only specific to the in-house software, there should be a second configuration for the pure "open source" aspect of all this without being tied to the company and the trademark.
The goal of this ticket is to create a new configuration, a new identity, and maybe even a modified logo, and then also tie this into the internal infrastructure how the webapp is deployed.