cruise.json

Cruise Brand Identity

A complete profile of Cruise's visual system — colors, typography, components, and personality — extracted from http://getcruise.com. Built for designers, agents, and AI tools.

Quick Facts

Field Value
Primary #0956FF
Accent #0956FF
Body Font Overpass
Heading Font Overpass

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Tone: professional · Energy: medium · Audience: tech-savvy consumers interested in automotive innovation

Cruise Brand in the Wild

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

Working with these fonts

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.

Machine-Readable Profile

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Overpass",
      "role": "body"
    },
    {
      "family": "Arial",
      "role": "unknown"
    },
    {
      "family": "Helvetica",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#0956FF",
    "secondary": "#EC5840",
    "accent": "#0956FF",
    "background": "#FFFFFF",
    "textPrimary": "#000000",
    "link": "#2199E8"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Overpass",
      "heading": "Overpass"
    },
    "fontStacks": {
      "heading": [
        "Overpass",
        "sans-serif"
      ],
      "body": [
        "Overpass",
        "sans-serif"
      ],
      "paragraph": [
        "Overpass",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "48px",
      "h2": "36px",
      "body": "14px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "2px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#0956FF",
      "textColor": "#FFFFFF",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#000000",
      "borderColor": "#000000",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20width%3D%2255%22%20height%3D%2255%22%20alt%3D%22GM%20Logo%22%20title%3D%22GM%22%20viewBox%3D%220%200%2054%2055%22%20fill%3D%22none%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20data-fc-idx%3D%220%22%3E%3Cpath%20d%3D%22M24.6285%2040.4839H43.9691V37.0484H24.6285V40.4839ZM50.5549%2046.4516V8.54839C50.5549%205.51613%2048.9846%203.93548%2045.9401%203.93548H8.04392C4.99941%203.93548%203.42908%205.51613%203.42908%208.54839V46.4032C3.42908%2049.4355%204.99941%2051.0161%208.04392%2051.0161H45.892C48.9846%2051.0645%2050.5549%2049.5%2050.5549%2046.4677V46.4516ZM53.984%2046.7903C53.984%2051.4516%2050.9395%2054.5%2046.2766%2054.5H7.70742C3.04451%2054.5%200%2051.4677%200%2046.7903V8.20968C0%203.53226%203.04451%200.5%207.70742%200.5H46.2926C50.9555%200.5%2054%203.53226%2054%208.20968V46.7903H53.984ZM17.7223%2017.8871H15.527C14.6777%2017.8387%2014.0047%2018.5%2013.9567%2019.2903V28.1774C13.8926%2029.0161%2014.5816%2029.7581%2015.4148%2029.7581H17.7223V17.8871ZM21.6641%2014.5161V33.9839C21.6641%2036.2903%2020.6546%2040.5161%2013.9567%2040.5161H12.3223V37.0806H13.9567C16.6006%2037.0323%2017.6742%2035.9032%2017.7223%2033.9839V33.1936H14.4053C12.0979%2033.3065%2010.127%2031.5645%2010.0148%2029.2581V18.9032C10.0148%2016.2581%2011.7614%2014.5161%2014.4053%2014.5161H21.6641ZM43.9852%2018.9032V33.1936H40.0433V19.4677C40.1074%2018.6774%2039.4825%2017.9516%2038.6973%2017.8871H36.2777V33.1774H32.3359V17.8871H28.5703V33.1774H24.6285V14.5H39.5947C42.3507%2014.5%2043.9852%2016.1935%2043.9852%2018.8871V18.9032Z%22%20fill%3D%22black%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3C%2Fsvg%3E",
    "favicon": "https://www.gm.com/content/dam/company/img/us/en/gmcom/v4_webready/favicons/icon-192.png",
    "ogImage": "https://www.gm.com/content/public/us/en/gm/jcr:content/image.img.png/1760035950532.png",
    "logoHref": "https://www.gm.com"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is located in the header, is visible, and links to the homepage, matching the brand 'General Motors'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "See our network",
      "reasoning": "Button #1 ('See our network') uses the vibrant brand color #0956FF, making it the most prominent and likely primary CTA."
    },
    "secondary": {
      "index": 0,
      "text": "Start your journey at GM",
      "reasoning": "Button #0 ('Start your journey at GM') has a transparent background with a black border, making it a suitable secondary CTA distinct from the primary."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "tech-savvy consumers interested in automotive innovation"
  },
  "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 located in the header, is visible, and links to the homepage, matching the brand 'General Motors'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}