Everything on this page is generated from the same source the product uses. The mark comes from one geometry file, the colours from one stylesheet, the type from the same three files the site loads. Nothing here is a copy that can quietly fall behind.
Free to use for writing about, integrating with, or partnering with us. Not for suggesting we endorsed something we did not.
The mark
One context, reaching across many surfaces.
The core is the venture. Each arm is a surface a buyer might be on. The arm that reaches furthest carries a node: the channel that produced something this week.
The arms fan across one hemisphere and the gaps between them are uneven on purpose. Arms in every direction, short against a large core, with a knob on each one, is how a virus is drawn in every textbook, and it was the first thing anyone said about the version that looked like that.
There are two cuts. Seven arms above about 22px, and three heavier arms below it, where seven merge into a smudge and only the node stays readable.
96px
48px
24px
20px
16px
Files
Take what you need.
Vector first. Reach for a raster file only where a platform refuses SVG, which is most places that ask for an icon.
The mark
Vector, and the files to reach for first. No text in them, so they open correctly on a machine that has never seen the brand fonts.
Mark, light ground
The default. Anywhere the mark sits on white or near-white.
Navy with violet in it, lit by purple and magenta.
Light is the default and dark is a full redefinition rather than an inversion. Both values are listed for every token, because a colour only makes sense as the pair.
Purple is an accent. Links, active state, one button per screen. Never a large background wash.
Urgency runs on its own ramp, so a signal never reads as the accent.
Colour never carries a meaning alone. Every use pairs with a label or a numeral.
Every token that carries text clears 4.5:1 on canvas, surface and sunken, in both themes.
Ground
The surfaces everything else sits on. Light is the default; dark is a full redefinition, not an inversion.
--canvas
--surface
--surface-raised
--surface-sunken
Ink
Text. All three clear 4.5:1 on canvas, surface and surface-sunken in both themes, including ink-faint, which is used at 12px.
--ink
--ink-muted
--ink-faint
Line
Borders and dividers. Never carries text.
--line
--line-strong
Accent
Violet, lit by magenta. An accent, never a large background wash: links, active state, one button per screen. Every accent gradient runs brand into brand-alt.
--brand
--brand-deep
--brand-vivid
--brand-alt
--brand-subtle
--brand-ink
Signal
Urgency, kept on its own ramp so a signal never reads as the accent. Never used as the only cue: every use pairs with a label or a numeral.
--signal-hot
--signal-warm
--signal-cool
Status
Outcome, not urgency. Same rule: colour never carries the meaning alone.
--ok
--attention
--danger
Deep band
The inverted ground and its own token set. A dark band redefines all of these, because a descendant reading the light ink on a dark ground simply vanishes.
--band-deep
--band-deep-ink
--band-deep-muted
--band-deep-line
Type
Prose is inference. Mono is evidence.
Three faces, each with one job. All three are self-hosted, so no page waits on a font request.
Instrument Serif
Display
Be everywhere your buyers are.
Headlines and verdicts. Never below 20px, and never with negative letter-spacing: it is tight already.
General Sans
Interface
Approve and send, or edit the draft first.
Everything a person reads or operates. Body copy, labels, controls.
IBM Plex Mono
Evidence
Posted 11 September, on their careers page
Anything a claim rests on. Dates, sources, counts, identifiers.
Rules
Four things, and one of them matters most.
The last one is the only rule with a legal edge to it.
Please do
Leave clear space around the mark of at least the height of its core.
Use the three-arm cut below about 22px.
Put the light files on light grounds and the dark files on dark ones.
Never
Recolour the mark outside the two single-ink cuts provided.
Stretch it, rotate it, add a shadow, or set it in a box it did not come in.
Rebuild the wordmark by typing the name next to the mark in another face.
Use the mark in a way that suggests InstinctGTM endorsed, reviewed or partnered with something when it did not.
Words
The name, and the sentence that goes under it.
The category sentence is repeated word for word everywhere it appears. Four near-identical descriptions are four things for a reader, or a model, to reconcile, and the usual resolution is the category average.
Name
InstinctGTM
Domain
instinctgtm.com
Category sentence
AI go-to-market for founders doing their own distribution
Tagline
Be everywhere your buyers are, and know who to reach.
