Altrax Labs — Brand Guide

THE BRAND GUIDE · REV 01

altrax labs_

Engineering your
unfair advantage.

Altrax Labs builds AI systems that do the repetitive work for small businesses. This is the operating manual for the brand: the wordmark, the colour, the type, the AX-### system, and the voice. One system, applied consistently — that's the unfair advantage on the page too.

→ For the full system — brand story, templates, imagery, offer ladder & applications — see the complete Brand Book (REV 02).

CategoryAI systems / automation

RegisterBuilder, not guru

SurfaceEditorial · terminal

Rev01 — 2026

The name

A coined word, wide-open to own. It ends in x — the same red-accent motif carried from the founder's @buildxaman channel — so the personal brand and the agency share a signature without sharing a name.

Altrax

Coined. No dictionary meaning to fight — the brand defines it.

Alt →

Alternative · advantage. The edge a small business doesn't have yet.

…trax

Traction · on track to ship. Systems that move the work.

…x

The red x — the shared mark. Build × Altrax.

Lockup: Altrax Labs. "Labs" signals a build-and-test shop (R&D, systems, technical depth) and gives category clarity; the coined "Altrax" keeps it from ever feeling generic.

Logo &
wordmark

Wordmark-led. Set in Courier Prime Bold (typewriter), lowercase, even mono spacing. The x is the single accent; the trailing _ is a cursor — a build is always in progress.

altrax labs_

PRIMARY WORDMARK · COURIER PRIME BOLD · x = RED-PEN · _ BLINKS IN MOTION

THE TWO LAWS — NON-NEGOTIABLE

One red x. One trailing cursor.

1 · The x. Only the x in altrax is Red-Pen #C8341F. Never two-tone it, never colour "labs", never add tracking around the x.
2 · The underscore. The mark is always written altrax labs_ — the _ is part of it, never optional. In motion (web, reels) it blinks (~1.06s); in static print it stays solid.

Lockups & the x-monogram

altrax labs_

Primary · on ivory

altrax labs_

Reversed · on near-black

altrax labs_

On sage panel

Icon / avatar / favicon

Clear space = one cap-height on all sides. Min size 120px wide (digital) / 30mm (print); the x mark min 24px. The _ sits one character-cell after the final "s", on the baseline.

Do

Keep the x single-accent red

Always include the trailing _

Even monospace spacing, Courier Prime Bold

Blink the _ only in motion

Don't

Drop the underscore

Two-tone the x or colour "labs"

Stretch, skew, add shadows or gradients

Blink the _ in static print

Colour

Two palettes, one accent logic. Editorial (ivory paper) is the default for the site and stills. Terminal (dark) is the video / reels / console palette. Click any swatch to copy the hex.

Editorial — flagship / site & stills

Terminal — video / reels / console

ACCENT DISCIPLINE

~90% neutral. ~10% signal.

One accent per frame. On paper the eye is carried by ink; Red-Pen is for the x, active states, stamps and one key number only — never body text. On dark, Signal Green carries the eye and Red is the annotation. Sage & Lilac are surfaces, never text on ivory.

/* Editorial — flagship */ --ivory:#F4EFE1; --sage:#BFC7B0; --lilac:#D9DAE6; --near-black:#14161A; --ink:#181A1F; --red:#C8341F; --sub:#6B6253; --paper:#FBF9F1; /* Terminal — video / console */ --bg:#0A0A0B; --panel:#15181D; --green:#2BE08C; --red:#FF4D3D; --ink:#E8E8EA; --sub:#8A909A;

Typography

One contrast axis: heavy condensed gothic (Anton) against typewriter (Courier Prime), with JetBrains Mono for technical chrome and Caveat for the margin note. Three lanes, kept distinct — Anton shouts, Courier talks, Mono labels.

Display — Anton

Headlines, covers, big numbers, CTAs. UPPERCASE, line-height 0.82–0.92, tracking −0.5%.

Engineering your unfair advantage.

Body — Courier Prime

Body copy, standfirsts, captions, quotes — the typewriter voice. Sentence case, left-aligned. Also the logo.

We build AI systems that do the repetitive work for small businesses — so owners get their time back and stop losing revenue.

Chrome — JetBrains Mono

Masthead, nav, kickers, part numbers (AX-002), spec tables, footers. UPPERCASE + tracking +0.08–0.14em.

AX-002 · AI RECEPTIONIST · BUILT TO RUN WITHOUT YOU

Annotation — Caveat

Red-pen margin notes. Rare; rotate −2 to −3°.

→ this is the bit that converts

The AX-###
system

Straight off the manufacturing floor. Every system Altrax builds gets an AX-### part number and a one-line spec — so the body of work reads like an engineered product line. When a new build starts, assign the next number and open a build log.

AX-001

Lead Nurture Machine

Instant lead follow-up by call & text; books the appointment.

AX-002

AI Receptionist

Answers calls & DMs, books & reschedules, 24/7.

AX-003

No-Show Killer

Reminder, confirmation & reactivation sequences.

AX-004

Custom Build

Whatever repetitive work is unique to the business.

Usage: part numbers are brand-agnostic labels for the product line — they carry across the site, the guide, decks, and content. Format: AX- + zero-padded number.

Voice &
messaging

Builder, not guru. Show the work, translate tech into time and money, use specific numbers. A small-business owner should understand every word.

The lines

Master lineEngineering your unfair advantage.
Method tagBuilt in public, one system at a time.
SupportAutomating the boring work. · If it's repetitive, it's automatable. · From spec to shipped. · Built to run without you.