Cheetah Brand Identity

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

Quick Facts

Color Palette

• primary: #FE6412
• secondary: #555D66
• accent: #FE6412
• background: #F6F6F6
• textPrimary: #1ABC9C
• link: #1ABC9C

Typography

• primary: Raleway — https://fonts.google.com/specimen/Raleway
• heading: Basis Grotesque Pro — https://fonts.google.com/specimen/Basis+Grotesque+Pro

Visual Assets

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

UI Components

• buttonPrimary: background=#FE6412, textColor=#FFFFFF, borderRadius=3px, shadow=none

Brand Personality

Tone: modern · Energy: medium · Audience: food distributors and businesses

Cheetah Brand in the Wild

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

• Cheetah News Archives - Cheetah
  • Image:
  • Source: Cheetah News Archives
• CHEETAH RAISES ADDITIONAL $60M CO-LED BY MANNA TREE AND SATOR GROVE HOLDINGS TO BRING PRICE AND SOURCING TRANSPARENCY TO INDEPENDENT RESTAURANTS AND FOOD ENTREPRENEURS - Cheetah
  • Image:
  • Source: Cheetah Press Release
• Cheetah News Archives - Cheetah
  • Image:
  • Source: Cheetah News Archives
• Blog - Cheetah
  • Image:
  • Source: Cheetah Blog
• Cheetah News Archives - Cheetah
  • Image:
  • Source: Cheetah News Archives
• Blog - Cheetah
  • Image:
  • Source: Cheetah Blog

Working with these fonts

Not found on Google Fonts? Here are some instructions:

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.

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

Machine-Readable Profile

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Raleway",
      "role": "body"
    },
    {
      "family": "Basis Grotesque Pro",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#FE6412",
    "secondary": "#555D66",
    "accent": "#FE6412",
    "background": "#F6F6F6",
    "textPrimary": "#1ABC9C",
    "link": "#1ABC9C"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Raleway",
      "heading": "Basis Grotesque Pro"
    },
    "fontStacks": {
      "heading": [
        "Raleway",
        "sans-serif"
      ],
      "body": [
        "Raleway",
        "sans-serif"
      ],
      "paragraph": [
        "ARIAL"
      ]
    },
    "fontSizes": {
      "h1": "14px",
      "h2": "40px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "5px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#FE6412",
      "textColor": "#FFFFFF",
      "borderRadius": "3px",
      "borderRadiusCorners": {
        "topLeft": "3px",
        "topRight": "3px",
        "bottomRight": "3px",
        "bottomLeft": "3px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://gocheetah.com/wp-content/uploads/2022/12/Cheetah_Logo_White-800.png",
    "favicon": "https://gocheetah.com/wp-content/uploads/2023/02/cropped-chh-icon-favicon-32x32.png",
    "ogImage": "https://gocheetah.com/wp-content/uploads/2024/06/ls-project-60-slide-1.jpg",
    "logoHref": "https://gocheetah.com/",
    "logoAlt": "Logo"
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "food distributors and businesses"
  },
  "designSystem": {
    "framework": "bootstrap",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.9,
    "overall": 0.9
  }
}