BotsLabs · Brand Guide v3 · 2026-07-22

THE LAB
NOTEBOOK.

BotsLabs is where the thinking gets worked out — before it becomes the system a business runs on. The brand is graphite, paper and notes: black and white, no color at all. The parent stays neutral so every product it endorses can carry the color.

01 — The idea

Restraint is the strategy.

BotsLabs is the corporate parent: it owns the IP, the engine and the thinking. It is rarely customer-facing, and that's the point — its authority comes from being quiet while Market Bots, Emily and ~53 vertical skins do the talking.

Practically, a parent that wears no color can lock up beside any product or vertical accent without ever clashing. That is the whole reason this brand is achromatic.

Every system starts as a note.
Then it gets built.
02 — The mark

Three readings, all true.

A B built from three chevron stripes driving right. It resolves three ways at once — and the three together are the brand story: thinking becomes infrastructure.

A "B"
BOTSLabs. The letter is the mark.
Three sharpened pencils
The lab notebook — the thinking and the working-out. The chevron tips are the sharpened points.
Three stacked server blades
AI infrastructure — the stack the thinking gets built into.

// RULE  Explain them in that order. Never illustrate them literally — no pencil drawings, no server icons. The mark carries all three on its own, which is the point.

Construction
Drawn on a 12-unit grid, viewBox 0 0 92 100. Bars 26u tall with 9u gaps; body ends at 62u, tip extends 24u to a point. Left edge flush at 6u.
B
BOTSLabs — the letter is the mark.
3 stripes
Systems — People · Process · Technology.
The chevron
Forward motion — every system moves the business.
Flush left
Structure — one hard edge holds all three in line.
Equal bars
Growth — the layers are equal partners, never ranked.
3 stripes = systems. Keep it simple.
03 — Logo variations
BOTSLABS
Primary · horizontal
The default. Use wherever width allows.
BOTSLABS
Stacked
Square-ish spaces, merch, profile images.
Mark only
Favicon, app icon, stamp. Only once the brand is known.
Layers variant
Middle stripe in graphite. For the layers story and diagrams only — never the primary.
Clear space
Equal to one bar height (26u) on all sides. Nothing enters it.
Minimum size
Horizontal 120px / 30mm · stacked 64px / 16mm · mark alone 16px / 4mm (proofed).
Colorways
White on obsidian (default) · ink #0E0E10 on paper. Nothing else.
04 — Color

There is no accent color.

Graphite is the accent. The ramp runs obsidian to paper and nothing leaves it.

Obsidian#0E0E10
Ink#2E2E30
Graphite#5A5A5E
Pencil#9C9C9F
Rule#D5D5D1
Paper#F3F3F1
Ground
Obsidian on screen. Paper for editorial + print surfaces.
Body text
#2E2E30 on paper, #EAEAEC on obsidian. Pencil grays are for rules and marks only — they fail contrast as text.
Semantic color
Data / Intelligence / Action / Success / Attention / Critical exist only inside dashboards and diagrams. Never brand surfaces.
Retired
  • ×Blueprint blue #2E63C4 — the last remaining accent. Retired 2026-07-22: "No color."
  • ×Copper #C97945 / Bronze #E6B07A — collided with Market Bots clay #B94534.
  • ×The rainbow "dynamic" accent — no recall color, dies in one-color print, reads generic-AI.
  • ×Verdigris · Satoshi · General Sans — off-system.
05 — Typography
Aa Geist — Display 700/800, Body 400/500
Geist
House typeface, shared with Market Bots. Display, body and UI.
Aa // SYSTEM · LAYERS · SPEC
Geist Mono
Labels, data, spec captions, the // tick. Keeps the hand layer credible.
Aa the pencil hand
Architects Daughter
The pencil. A drafting hand, not a cursive script — so it never collides with Emily's signature. SIL OFL.
Hierarchy
From size and weight only — never color. One dominant idea per surface.
Wordmark
Geist Medium, 0.22em tracking, all caps. Supplied as outlines — never re-typed.
The pencil hand
Architects Daughter, only for genuine notes, stickies and annotations. Never headlines, never UI, never the wordmark.
06 — The notebook kit

Four devices. Use one at a time.

One engine. Skinned per niche.
Ruled paper
The writing ground — quotes, principles, editorial sections.
construction · diagrams
Graph paper
The engineering ground — logo construction, specs, system diagrams.
People. Process. Technology.
Sticky note
The idea card. Gray/white only — never yellow.
the parent
Pencil annotation
Hand underline or circle. Emphasis and corrections. Sparingly.
07 — Endorsement

Why the parent wears no color.

BotsLabs sits above a house that is already warm and getting warmer — clay, blush, honey. Neutral is what lets one mark sit beside all of them, including ~53 vertical skins, without a single clash.

+ MARKET BOTS
Master · clay
#B94534 — no conflict.
+ EMILY
Persona · blush + seal
#DD7A6E, seal #D69A4C — no conflict.
+ VERTICALS ×53
Verticals · own accent
Each skin brings its own color — warm or cool. Still no conflict.
Lockup
Endorsement reads "A BotsLabs company" in Geist Mono caps, 0.2em tracking, pencil gray. Mark height = 1× the cap height of the line.
08 — Applications
App icon / favicon
Mark only, white on obsidian, 12/64 corner radius.
BOTSLABS
Kim
FOUNDER // BOTSLABS.COM
Business card
Obsidian stock, white foil mark, mono detail line. No color anywhere.
BOTSLABS
Signage
Flat obsidian, brushed-steel or white lettering. No paper texture at architectural scale.
09 — Guardrails

How this stays premium, not scrapbook.

Do
  • ✓Keep paper cool #F3F3F1. Never warm cream.
  • ✓Pair every hand element with a hard grid + mono labels. That's what says lab notebook, not notepad.
  • ✓One hand element per view — a single annotation or one sticky.
  • ✓Let the products carry color. The parent stays neutral.
Don't
  • ×Don't add an accent color, gradient or glow to the mark.
  • ×Don't outline, skew, rotate, restretch or reorder the stripes.
  • ×Don't use paper texture at architectural scale or on app icons.
  • ×Don't scatter stickies and scribbles — that's whiteboard-startup cliché.
  • ×Don't set the wordmark or the pencil hand in live text where outlines are required.
10 — Downloads

Take the kit.

Everything here is production-ready. The wordmark is supplied as outlines, so no font install is needed to use the logo.

Logo pack ↓
Mark, wordmark, horizontal + stacked lockups, layers variant, construction sheet. SVG + PNG @1200.
Favicons ↓
SVG + 32 / 180 / 512 PNG, app-tile ready.
Aa
Pencil hand ↓
Architects Daughter (ttf + woff2) with its SIL OFL license. Notes and annotations only.
BOTSLABS — BRAND GUIDE v3 · THE LAB NOTEBOOKASSETS: /opt/Products/BotsLabs/brand/logo-v3/