v1.0 · October 2026
Brand
Overview
General Machines is an AI research lab studying how AI agents buy. This page holds everything needed to represent us correctly: the logo, colours, type, graphic language, social assets and approved wording. Use these files as they are, and write to us if you need something that isn’t here.
The brand is grounded and precise: deep forest greens, warm neutrals, a classic serif with a technical mono, and graphics that read like figures from a paper.
Logo
The logo is a lockup of the mark and the wordmark. The mark is built from square blocks on a grid. Use the Forest lockup on light backgrounds and the Growth lockup on dark ones.
Use the mark alone where space is tight or the name is already present, such as profile pictures and favicons. On Forest, use the white mark.
- Clear space: keep space around the logo equal to the height of the mark’s small centre square on every side.
- Minimum size: the mark at 16 px tall on screen; the lockup at 96 px wide.
- Don’t recolour it outside the palette, stretch it, rotate it, add shadows or outlines, or place the Forest version on dark or busy backgrounds.
Colour
Forest is the brand colour. Verdant marks small accents such as labels and axis markers. Growth is the accent on dark backgrounds. Text is Ink or Paper White, never a brand green.
#004E23 · RGB 0 78 35Primary: logo, buttons, key moments
#309D4B · RGB 48 157 75Accent: labels, markers, hover
#ABD49E · RGB 171 212 158Accent on dark; dark-mode logo
#F3F2EF · RGB 243 242 239Light backgrounds, graphics
#E4E3DB · RGB 228 227 219Warm neutral surfaces
#141210 · RGB 20 18 16Text on light; dark backgrounds use
#171715Typography
A classic serif paired with a technical mono: the voice of a lab notebook. All of these are free to use.
Data infrastructure for machines that act.
Page titles and long-form reading on generalmachines.ai.
An AI research lab studying how AI agents buy.
Social posts, slides and announcement cards. One line, sentence case.
01 Search 02 Compare 03 Cart 04 Checkout · Fig. 1
Section numbers, axis labels and figure captions. Uppercase with wide tracking for labels.
Navigation, buttons, captions and interface text.
Kept quiet so the serif and the data carry the voice.
Graphic language
Our graphics read like figures from a paper. Hairline graph paper forms the ground. Agent journeys run across it as step-shaped traces through four stages: search, compare, cart and checkout. Most traces stop early, which is what we see in the data. Text is kept to small mono labels and a figure caption.
| Element | Rule |
|---|---|
| Graph paper | Fine grid every 20–25 px; a stronger line every fifth cell. |
| Stages | Dashed vertical axes, each with a small Verdant square marker below. |
| Traces | Grey with a hollow square: a journey that stopped. Green with a filled square: reached checkout. The thick Forest line: the one highlighted journey. |
| Text | Only stage labels and a caption such as “Fig. 1 — How AI agents buy”, in IBM Plex Mono. |
| Never | Gradients, glows, stock imagery, or brand green behind body text. |
Social assets
Ready to upload, at each platform’s exact size.
Naming
| Name | Use |
|---|---|
| General Machines | Always two words, both capitalised. Not “GM” in public copy, not “General Machines AI”. |
| Machine Commerce | Our first research arm, focused on agentic commerce (machinecommerce.co). Refer to it as part of General Machines. |
| CartTrace | Our dataset of real AI agent shopping journeys. The first release is CartTrace-100k (lowercase k). |
| CartBench | Our benchmark for commerce agents, built from CartTrace. |
| Commerce-1 | Our small model, trained on CartTrace, that spots when a shopping agent is about to fail. |
Boilerplate
Contact
For press, partnerships or brand questions, write to founders@generalmachines.ai.