The forbidden number forb(m, F ), which denotes the maximum number of unique columns in an m-rowed (0, 1)-matrix with no submatrix that is a row and column permutation of F , has been widely studied in extremal set theory. Recently, this function was extended to r-matrices, whose entries lie in {0, 1, . . . , r − 1}. The combinatorics of the generalized forbidden number is less well-studied. In this paper, we provide exact bounds for many (0, 1)-matrices F , including all 2-rowed matrices when r > 3. We also prove a stability result for the 2 × 2 identity matrix. Along the way, we introduce some interesting qualitative differences between the cases r = 2, r = 3, and r > 3.