chrt Brand Identity

A complete profile of chrt's visual system — colors, typography, components, and personality. Built for designers, agents, and AI tools.

Quick Facts

Color Palette

• primary: #1A73E8
• secondary: #D2E3FC
• accent: #161616
• background: #FAFAFA
• textPrimary: #161616
• link: #4285F4

Typography

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

Visual Assets

• Favicon:
• Social card (og:image):

UI Components

• buttonPrimary: background=#161616, textColor=#F8F8F8, borderRadius=8px, shadow=rgba(0, 0, 0, 0) 0px 0px 0px 0px
• buttonSecondary: background=#FFFFFF, textColor=#0B0B0B, borderColor=#E5E5E5, borderRadius=8px, shadow=rgba(0, 0, 0, 0) 0px 0px 0px 0px

Brand Personality

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

chrt Brand in the Wild

• Couriers | Chrt
  • Image:
  • Source: https://docs.chrt.com/couriers
• The Underinsured in Michigan in 2013: Cover MI Survey - CHRT
  • Image:
  • Source: https://chrt.org/publication/cover-michigan-the-underinsured-in-michigan-2013/
• Center for Health and Research Transformation (CHRT) | LinkedIn
  • Image:
  • Source: https://www.linkedin.com/company/chrt
• Table 2 from Concise Health Risk Tracking scale: a brief self-report and clinician rating of suicidal risk. | Semantic Scholar
  • Image:
  • Source: https://www.semanticscholar.org/paper/Concise-Health-Risk-Tracking-scale%3A-a-brief-and-of-Trivedi-Wisniewski/5a74379dfc4ece7fb67b584c6b9c08c36b785a15/figure/2
• Table 4 from Concise Health Risk Tracking scale: a brief self-report and clinician rating of suicidal risk. | Semantic Scholar
  • Image:
  • Source: https://www.semanticscholar.org/paper/Concise-Health-Risk-Tracking-scale%3A-a-brief-and-of-Trivedi-Wisniewski/5a74379dfc4ece7fb67b584c6b9c08c36b785a15/figure/4

Working with these 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 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.

Machine-Readable Profile

{
 "colorScheme": "light",
 "fonts": [
  {
   "family": "GeistSans",
   "role": "body"
  }
 ],
 "colors": {
  "primary": "#1A73E8",
  "secondary": "#D2E3FC",
  "accent": "#161616",
  "background": "#FAFAFA",
  "textPrimary": "#161616",
  "link": "#4285F4"
 },
 "typography": {
  "fontFamilies": {
   "primary": "GeistSans",
   "heading": "GeistSans"
  },
  "fontStacks": {
   "heading": [
    "GeistSans",
    "Arial",
    "Helvetica",
    "sans-serif"
   ],
   "body": [
    "GeistSans",
    "Arial",
    "Helvetica",
    "sans-serif"
   ],
   "paragraph": [
    "GeistSans",
    "Arial",
    "Helvetica",
    "sans-serif"
   ]
  },
  "fontSizes": {
   "h1": "60px",
   "h2": "16px",
   "body": "20px"
  }
 },
 "spacing": {
  "baseUnit": 4,
  "borderRadius": "8px"
 },
 "components": {
  "buttonPrimary": {
   "background": "#161616",
   "textColor": "#F8F8F8",
   "borderRadius": "8px",
   "borderRadiusCorners": {
    "topLeft": "8px",
    "topRight": "8px",
    "bottomRight": "8px",
    "bottomLeft": "8px"
   },
   "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.05) 0px 1px 2px 0px"
  },
  "buttonSecondary": {
   "background": "#FFFFFF",
   "textColor": "#0B0B0B",
   "borderColor": "#E5E5E5",
   "borderRadius": "8px",
   "borderRadiusCorners": {
    "topLeft": "8px",
    "topRight": "8px",
    "bottomRight": "8px",
    "bottomLeft": "8px"
   },
   "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.05) 0px 1px 2px 0px"
  }
 },
 "images": {
  "logo": null,
  "favicon": "https://chrt.com/favicon.ico?favicon.0b7cz8wwig9ce.ico",
  "ogImage": "https://chrt.com/images/chrt_light_1024.jpg"
 },
 "__llm_button_reasoning": {
  "primary": {
   "index": 3,
   "text": "Book Demo",
   "reasoning": "Button #7, 'Book Demo', is likely the primary CTA due to its action-oriented text and dark background color, which stands out prominently against the page's light background."
  },
  "secondary": {
   "index": 10,
   "text": "Learn more about Trackers",
   "reasoning": "Button #1, 'Learn more about Trackers', is chosen as the secondary CTA because it has a light background, contrasting with the primary button's dark color, and offers additional information, which is typical for secondary actions."
  },
  "confidence": 0.95
 },
 "personality": {
  "tone": "professional",
  "energy": "medium",
  "targetAudience": "logistics professionals"
 },
 "designSystem": {
  "framework": "tailwind",
  "componentLibrary": ""
 },
 "confidence": {
  "buttons": 0.95,
  "colors": 0.9,
  "overall": 0.925
 },
 "__llm_metadata": {
  "logoSelection": {
   "llmCalled": false,
   "llmSucceeded": false,
   "finalSource": "none"
  },
  "buttonClassification": {
   "llmCalled": true,
   "llmSucceeded": true
  }
 }
}