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).
Coined. No dictionary meaning to fight — the brand defines it.
Alternative · advantage. The edge a small business doesn't have yet.
Traction · on track to ship. Systems that move the work.
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.
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.
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.
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.
Instant lead follow-up by call & text; books the appointment.
Answers calls & DMs, books & reschedules, 24/7.
Reminder, confirmation & reactivation sequences.
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.
website/assets/brand/. SVGs are shown with a system-monospace fallback; final art is set in Courier Prime Bold.
