Chariot Brand Identity

A complete profile of Chariot's visual system — colors, typography, components, and personality.

Quick Facts

Color Palette

• primary: #075A92
• secondary: #42788F
• accent: #42788F
• background: #FFFFFF
• textPrimary: #212529
• link: #003A5C

Typography

• primary: LatoWeb — https://fonts.google.com/specimen/LatoWeb
• heading: Avenir — https://fonts.google.com/specimen/Avenir

Visual Assets

• Logo:
• Favicon:
• Social card (og:image):

UI Components

• input: background=#FFFFFF, textColor=#212529, borderColor=#97999B, borderRadius=4.675px, shadow=none
• buttonPrimary: background=#42788F, textColor=#FFFFFF, borderColor=#FFFFFF, borderRadius=850px, shadow=none
• buttonSecondary: background=#FFFFFF, textColor=#003A5C, borderColor=#FFFFFF, borderRadius=850px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: business professionals

Chariot Brand in the Wild

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

• Ad Chariot Synthesizes Free Rides and Mobile Billboards - Greater Phoenix In Business Magazine
  • Image:
  • Source: Source
• Chariot + Tower Tarot Birth Cards Report
  • Image:
  • Source: Source
• Chariot: Build websites with AI
  • Image:
  • Source: Source
• The Chariot AD | Goatlings Wiki | Fandom
  • Image:
  • Source: Source
• Chariot Project, Phase 2, June 1960. Interim Final Report - UNT Digital Library
  • Image:
  • Source: Source
• Your Chariot - Sleek and Intuitive Car Rental Website Design by Softvence UI/UX for Softvence Agency on Dribbble
  • Image:
  • Source: Source

Working with these fonts

This section describes how to work with fonts if not found on Google Fonts. The suggested workflow allows you to extract and download fonts if you have permission to use them.

Machine-Readable Profile

{
 "colorScheme": "light",
 "fonts": [
   {
     "family": "LatoWeb",
     "role": "body"
   },
   {
     "family": "Avenir",
     "role": "heading"
   },
   {
     "family": "Avenir Heavy",
     "role": "heading"
   },
   {
     "family": "Avenir Medium",
     "role": "body"
   },
   {
     "family": "Avenir Black",
     "role": "display"
   }
 ],
 "colors": {
   "primary": "#075A92",
   "secondary": "#42788F",
   "accent": "#42788F",
   "background": "#FFFFFF",
   "textPrimary": "#212529",
   "link": "#003A5C"
 },
 "typography": {
   "fontFamilies": {
     "primary": "LatoWeb",
     "heading": "Avenir"
   },
   "fontStacks": {
     "heading": [
       "Avenir",
       "sans-serif"
     ],
     "body": [
       "LatoWeb",
       "sans-serif"
     ],
     "paragraph": [
       "LatoWeb",
       "sans-serif"
     ]
   },
   "fontSizes": {
     "h1": "51px",
     "h2": "34px",
     "body": "18px"
   }
 },
 "spacing": {
   "baseUnit": 4,
   "borderRadius": "5px"
 },
 "components": {
   "input": {
     "background": "#FFFFFF",
     "textColor": "#212529",
     "borderColor": "#97999B",
     "borderRadius": "4.675px",
     "borderRadiusCorners": {
       "topLeft": "4.675px",
       "topRight": "4.675px",
       "bottomRight": "4.675px",
       "bottomLeft": "4.675px"
     },
     "shadow": "none"
   },
   "buttonPrimary": {
     "background": "#42788F",
     "textColor": "#FFFFFF",
     "borderColor": "#FFFFFF",
     "borderRadius": "850px",
     "borderRadiusCorners": {
       "topLeft": "850px",
       "topRight": "850px",
       "bottomRight": "850px",
       "bottomLeft": "850px"
     },
     "shadow": "none"
   },
   "buttonSecondary": {
     "background": "#FFFFFF",
     "textColor": "#003A5C",
     "borderColor": "#FFFFFF",
     "borderRadius": "850px",
     "borderRadiusCorners": {
       "topLeft": "850px",
       "topRight": "850px",
       "bottomRight": "850px",
       "bottomLeft": "850px"
     },
     "shadow": "none"
   }
 },
 "images": {
   "logo": "https://cscwebcontentstorage.blob.core.windows.net/cscmarketing-cscglobal-media/includes/centralized_code/logos/csc-logo-marketing-horizontal-color.svg",
   "favicon": "https://www.cscdbs.com/templates/rebrand_reskin/favicon.ico",
   "ogImage": "https://cscwebcontentstorage.blob.core.windows.net/cscmarketing-cscglobal-media/images/headers/cscglobal-2024-homepage-hero.jpg",
   "logoHref": "https://www.cscdbs.com/",
   "logoAlt": "CSC - We are the business behind business"
 },
 "confidence": {
   "buttons": 0.95,
   "colors": 0.9,
   "overall": 0.925
 }
}