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Carma Brand Identity

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

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Copy Agent Instructions Download JSON

Primary

#0000EE

Accent

#FF6600

Body Font

TWK Lausanne 350

Heading

TWK Lausanne 500

Color Palette

Brand palette extracted from https://www.joincarma.com/.

primary

#0000EE

rgb(0, 0, 238)

secondary

#FFEDDF

rgb(255, 237, 223)

accent

#FF6600

rgb(255, 102, 0)

background

#FFFFFF

rgb(255, 255, 255)

textPrimary

#FF6600

rgb(255, 102, 0)

link

#FF6600

rgb(255, 102, 0)

Typography

Each font links to its Google Fonts page where available.

primary

TWK Lausanne 350

TWK Lausanne 350 Google Fonts →

heading

TWK Lausanne 500

TWK Lausanne 500 Google Fonts →

TWK Lausanne 400, sans-serif

Not found on Google Fonts? Agent Instructions that you can follow if you have permission to use the fonts:

CharacterQuilt.com suggests this flow that can help:

1. Open the company's homepage in a browser with DevTools open.
2. In the Network tab, filter by "Font" (or by extension: woff2, woff, ttf, otf).
3. Hard-reload the page and click around (pricing, blog, careers) — some weights only load on specific routes.
4. For each captured font URL: right-click → Save As to download the file locally.
5. View the page's CSS (DevTools → Sources, or curl the stylesheet URLs) and copy out the matching @font-face declarations. Rewrite each `src: url(...)` to point to your local file path.

Programmatic alternative: load the URL with Playwright or Puppeteer, listen for `response` events whose `Content-Type` starts with `font/`, and write the body to disk. The CSS extraction step is the same.

Only do this if you have permission to use the brand assets — most proprietary fonts are licensed and may not be redistributable.

Visual Assets

Logo

Favicon

Social Card

UI Components

Live previews rendered using Carma's actual button styles.

Button Primary

buttonPrimary

background#FF6600textColor#0000EEborderRadius200pxshadownone

Button Secondary

buttonSecondary

background#FFFFFFtextColor#0000EEborderRadius200pxshadownone

Brand Personality

Tone: modernEnergy: highAudience: fleet managers and logistics companies

Carma Brand in the Wild

Real-world brand assets — ads, campaigns, and marketing materials.

Image: framerusercontent.com

Source: joincarma.com

Image: framerusercontent.com

Source: joincarma.com

Image: framerusercontent.com

Source: joincarma.com

Image: framerusercontent.com

Source: joincarma.com

Image: d9hhrg4mnvzow.cloudfront.net

Source: go.joincarma.com

Image: framerusercontent.com

Source: joincarma.com

Frequently Asked Questions

What is Carma's primary brand color?

Carma's primary brand color is #0000EE. It anchors the visual identity across their website, product UI, and marketing materials.

What accent color does Carma use?

Carma uses #FF6600 as an accent color, typically applied to interactive elements like links, buttons, and call-to-action emphasis.

What font does Carma use?

Carma uses TWK Lausanne 350 for body text and TWK Lausanne 500 for headings. Fonts were detected on https://www.joincarma.com/ as part of their live design system.

Does Carma use a light or dark theme?

Carma's primary site uses a light color scheme, with a background of #FFFFFF.

Where can I find Carma's logo?

Carma's logo is available directly on their site (https://www.joincarma.com/). The current logo URL is included in the machine-readable JSON profile linked above.

How was this brand profile generated?

This profile was extracted from https://www.joincarma.com/ using the Firecrawl branding extraction API, which inspects the live page's CSS, fonts, color tokens, and component styles. It is not affiliated with or endorsed by Carma.

Methodology

Brand data on this page was extracted from https://www.joincarma.com/ on 2026-07-27 using the Firecrawl branding extraction API, which inspects each site's live CSS, font network requests, color tokens, and component styles. Brand-in-the-wild images were sourced via Google Image Search restricted to ad/webinar/report queries and link out to their original third-party publishers; we link to the source rather than re-hosting third-party content. This page is published by CharacterQuilt and is not affiliated with or endorsed by Carma.

Machine-Readable Profile

Direct endpoints for agents, designers, and tooling. No login or auth required.

GET /branding/carma.json GET /branding/carma/llms.txt

{
  "colorScheme": "light",
  "fonts": [\
    {\
      "family": "TWK Lausanne 350",\
      "role": "body"\
    },\
    {\
      "family": "TWK Lausanne 300",\
      "role": "body"\
    },\
    {\
      "family": "TWK Lausanne 400",\
      "role": "body"\
    },\
    {\
      "family": "TWK Lausanne 500",\
      "role": "heading"\
    },\
    {\
      "family": "Inter",\
      "role": "unknown"\
    }\
  ],
  "colors": {
    "primary": "#0000EE",
    "secondary": "#FFEDDF",
    "accent": "#FF6600",
    "background": "#FFFFFF",
    "textPrimary": "#FF6600",
    "link": "#FF6600"
  },
  "typography": {
    "fontFamilies": {
      "primary": "TWK Lausanne 350",
      "heading": "TWK Lausanne 500"
    },
    "fontStacks": {
      "heading": [\
        "TWK Lausanne 400",\
        "sans-serif"\
      ],
      "body": [\
        "sans-serif"\
      ],
      "paragraph": [\
        "TWK Lausanne 300",\
        "sans-serif"\
      ]
    },
    "fontSizes": {
      "h1": "72px",
      "h2": "51px",
      "body": "14px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "16px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#FF6600",
      "textColor": "#0000EE",
      "borderRadius": "200px",
      "borderRadiusCorners": {
        "topLeft": "200px",
        "topRight": "200px",
        "bottomRight": "200px",
        "bottomLeft": "200px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#0000EE",
      "borderRadius": "200px",
      "borderRadiusCorners": {
        "topLeft": "200px",
        "topRight": "200px",
        "bottomRight": "200px",
        "bottomLeft": "200px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": 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    "favicon": "https://framerusercontent.com/images/1xkrN5a1tuWRdNRTzWFeWmOATwc.png",
    "ogImage": "https://framerusercontent.com/assets/jsL7WZIVrRqV4F3QzZrtwXbYs.png",
    "logoHref": "./"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is the only candidate, is visible, and links to the homepage, which is a strong indicator of the main brand logo.",
    "confidence": 0.8,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "Request a demo",
      "reasoning": "Button #1 uses the vibrant brand color #FF6600, which is a strong indicator of a primary call-to-action. The text 'Request a demo' is action-oriented, making it suitable as the primary CTA."
    },
    "secondary": {
      "index": 2,
      "text": "Request a demo",
      "reasoning": "Button #2 has a different background color (#FFFFFF) and also uses the text 'Request a demo', making it a suitable secondary option with a less prominent appearance."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "high",
    "targetAudience": "fleet managers and logistics companies"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.95,
    "colors": 0.9,
    "overall": 0.925
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 0,
        "selectedLogoReasoning": "Selected #0 because it is the only candidate, is visible, and links to the homepage, which is a strong indicator of the main brand logo.",
        "confidence": 0.8
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}

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