Brand
A core, and two orbits that never close.
Many bodies, one intelligence. The gaps are the correction branch — the thing this company is actually about — which is why the mark is not a ring.
The mark
Below 20px the detailed mark stops being a drawing and becomes a smudge, so the solid variant is a different drawing rather than the same one scaled. That is the only reason to have two.
Lockup
Clear space either side of the lockup is half the mark’s width. The wordmark aligns to the core, not to the type’s bounding box — a mark with a heavy centre sits visibly low against cap height otherwise.
Palette
Warm graphite and ember.
Every AI infrastructure company is indigo on cold white. We sell machine autonomy to people who run plants, and that world reads as warm metal, printed paper, and one signal colour meaning look here.
Ember has two steps on purpose. #E4551A is the fill — marks, buttons, solid shapes. #C2410C is the text step, because the fill does not clear contrast as small type on paper.
Typography
IBM Plex Sans and Mono.
Drawn for an engineering company, and it reads that way — precise and slightly technical, without Inter’s startup-default warmth or the trend risk of a display face. Type should feel like instrumentation, not like a pitch deck.
Don’t
Five ways to get it wrong.
- Do not close the orbits. The gaps are the correction branch — a closed ring claims a loop that always works.
- Do not rotate the mark. The gaps are diagonally opposed on purpose; rotating breaks the balance and reads as an error state.
- Do not scale the detailed mark below 20px. Use the solid variant — two hairline arcs mush into a grey smudge.
- Do not recolour ember. It appears about six times on a page and that scarcity is what makes it mean something.
- Do not set the wordmark in another face. IBM Plex is chosen because it was drawn for an engineering company.
Assets