Brand Kit - Bright Machines

About Bright Machines
Visual Guidelines
Press Inquiries

About Bright Machines

Bright Machines is a next-generation, AI-enabled manufacturer focused on data center infrastructure assembly operations. Bright Machines uses its proprietary AI-based robotics and software to assemble AI infrastructure hardware products (i.e., data center servers) for hyperscalers and leading Original Equipment Manufacturers (OEMs). With its new AI factory, Bright Machines addresses increasing market demands for computing power due to the surge of AI and the U.S. national mandate to reshore manufacturing by building data center infrastructure at scale with higher quality and shorter time-to-market.

Our tagline

Rethink Manufacturing

Our Mission

Leverage robotics and AI to transform how the world designs and builds products

Our Vision

Be the world’s most innovative manufacturer

About Bright Machines
Visual Guidelines
Press Inquiries

Visual Guidelines

Our Logo

Our signature represents an evolution of the Bright Machines brand. The wordmark is set in Neue Haas Grotesk, a grotesk sans-serif typeface that brings warmth and friendliness to the wordmark.

The approachable feeling is emphasized through the use of round dots & periods. The symbol is a box shape containing a matrix of dots that form an abstract brain image. It is inspired by Bright Robotic Cells (BRCs) and the machine learning that improve our algorithms.

The signature is set in a modern bright red with jet black. Color is strategically used to make the type most legible while injecting high energy into the symbol.

Download logo files

Logo Clear Space

The clear space zone defines the area surrounding the logo that must remain clear in all applications. This diagram is built to provide a guide for consistently utilizing the proper space around the logo.

Sizing Requirements

To preserve strong graphic recognition and legibility, the signature should conform to the minimum specifications outlined.

Logo

Bright Machines has four logo variations. Their usage is dependent on both context and color environment.

Typography

Primary Typography

Neue Haas Grotesk is a modern revival of the typeface that ultimately became Helvetica, optimized specifically for body text reading. It carries the neutral, clean essence of mid-20th-century Swiss sans-serifs while reintroducing subtle details from the original Neue Haas Grotesk design.

Neue Haas Grotesk Display Pro Medium is used for primary messaging

Neue Haas Grotesk Text Pro Roman is used for body copy. Neue Haas Grotesk Text Pro is a neo-grotesque sans-serif, so its strokes are mostly uniform in thickness with minimal contrast.

Neue Haas Grotesk on Adobe Fonts

Photography

If you’d like to use photos while mentioning Bright Machines, please refer to the approved images provided below. These photos reflect our brand’s visual identity and should be used to represent Bright Machines in a clear, consistent, and respectful way.