General Matter Brand Identity

A complete profile of General Matter's visual system — colors, typography, components, and personality — extracted from https://generalmatter.com/. Built for designers, agents, and AI tools.

Primary

• Color: #000000
• Accent: #C4C9C3
• Body Font: Avenir Next
• Heading Font: Avenir Next

Color Palette

Brand palette extracted from https://generalmatter.com/.

• Primary:
  • Color: #000000
  • RGB: rgb(0, 0, 0)
• Accent:
  • Color: #C4C9C3
  • RGB: rgb(196, 201, 195)
• Background:
  • Color: #FFFFFF
  • RGB: rgb(255, 255, 255)
• Text Primary:
  • Color: #000000
  • RGB: rgb(0, 0, 0)
• Link:
  • Color: #000000
  • RGB: rgb(0, 0, 0)

Typography

Each font links to its Google Fonts page where available.

• Primary:
  • Avenir Next
  • Google Fonts →
• Heading:
  • Avenir Next
  • Google Fonts →
    Font Stack: Gerstner Programm, -apple-system, BlinkMacSystemFont, Avenir Next, avenir, segoe ui, Helvetica Neue, helvetica, Cantarell, Ubuntu, roboto, noto, arial, sans-serif

Visual Assets

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Logo

Favicon

UI Components

Live previews rendered using General Matter's actual button styles.

• Button Primary:

  • Background: #C4C9C3
  • Text Color: #FFFFFF
  • Border Radius: 0px
  • Shadow: none

• Button Secondary:

  • Background: #FFFFFF
  • Text Color: #FFFFFF
  • Border Radius: 36px
  • Shadow: none

Brand Personality

• Tone: professional
• Energy: medium
• Audience: business professionals and industry stakeholders

Frequently Asked Questions

• What is General Matter's primary brand color?
  General Matter's primary brand color is #000000.
• What accent color does General Matter use?
  General Matter uses #C4C9C3 as an accent color.
• What font does General Matter use?
  Avenir Next is used across body and headings.
• Does General Matter use a light or dark theme?
  General Matter's primary site uses a light color scheme, with a background of #FFFFFF.
• Where can I find General Matter's logo?
  The logo is available directly on their site (https://generalmatter.com/)
• How was this brand profile generated?
  This profile was extracted from https://generalmatter.com/ using the Firecrawl branding extraction API.

Machines-Readable Profile

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Gerstner Programm",
      "role": "unknown"
    },
    {
      "family": "Avenir Next",
      "role": "body"
    },
    {
      "family": "Helvetica Neue",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#000000",
    "accent": "#C4C9C3",
    "background": "#FFFFFF",
    "textPrimary": "#000000",
    "link": "#000000"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Avenir Next",
      "heading": "Avenir Next"
    },
    "fontStacks": {
      "heading": [
        "Gerstner Programm",
        "-apple-system",
        "BlinkMacSystemFont",
        "Avenir Next",
        "avenir",
        "segoe ui",
        "Helvetica Neue",
        "helvetica",
        "Cantarell",
        "Ubuntu",
        "roboto",
        "noto",
        "arial",
        "sans-serif"
      ],
      "body": [
        "Gerstner Programm",
        "-apple-system",
        "BlinkMacSystemFont",
        "Avenir Next",
        "avenir",
        "segoe ui",
        "Helvetica Neue",
        "helvetica",
        "Cantarell",
        "Ubuntu",
        "roboto",
        "noto",
        "arial",
        "sans-serif"
      ],
      "paragraph": [
        "Gerstner Programm",
        "-apple-system",
        "BlinkMacSystemFont",
        "Avenir Next",
        "avenir",
        "segoe ui",
        "Helvetica Neue",
        "helvetica",
        "Cantarell",
        "Ubuntu",
        "roboto",
        "noto",
        "arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "25.875px",
      "h2": "75.9375px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#C4C9C3",
      "textColor": "#FFFFFF",
      "borderRadius": "0px",
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#FFFFFF",
      "borderRadius": "36px",
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20class%3D%22svg-logo-spark%22%20aria-hidden%3D%22true%22%20focusable%3D%22false%22%20data-astro-cid-xaas34xa%3D%22%22%20data-fc-idx%3D%220%22%3E%20%3Cuse%20xmlns%3Axlink%3D%22http%3A%2F%2Fwww.w3.org%2F1999%2Fxlink%22%20xlink%3Ahref%3D%22%2Fassets%2Fimages%2Fsprite.svg%23logo-spark%22%20data-astro-cid-xaas34xa%3D%22%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%20%3C%2Fsvg%3E",
    "favicon": "https://generalmatter.com/favicon-96x96.png"
  }
}