dbt labs.json

Dbt Labs Brand Identity

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

Quick Facts

Field Value
Primary #FFAE00
Accent #FE6703
Body Font Helvetica Neue
Heading Font Helvetica Neue

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Tone: professional · Energy: medium · Audience: data professionals and businesses

Dbt Labs Brand in the Wild

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

Working with these fonts

Not found on Google Fonts? Here are some instructions 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": "Helvetica Neue",
      "role": "body"
    },
    {
      "family": "Ubuntu",
      "role": "body"
    },
    {
      "family": "Roboto",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#FFAE00",
    "secondary": "#FF8C00",
    "accent": "#FE6703",
    "background": "#FFFFFF",
    "textPrimary": "#030711",
    "link": "#FFF7E6"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Helvetica Neue",
      "heading": "Helvetica Neue"
    },
    "fontStacks": {
      "heading": [
        "polymath",
        "-apple-system",
        "BlinkMacSystemFont",
        "Helvetica Neue",
        "segoe ui",
        "Ubuntu",
        "Roboto",
        "noto",
        "Arial",
        "sans-serif"
      ],
      "body": [
        "polymath-text",
        "-apple-system",
        "BlinkMacSystemFont",
        "Helvetica Neue",
        "segoe ui",
        "Ubuntu",
        "Roboto",
        "noto",
        "Arial",
        "sans-serif"
      ],
      "paragraph": [
        "polymath-text",
        "-apple-system",
        "BlinkMacSystemFont",
        "Helvetica Neue",
        "segoe ui",
        "Ubuntu",
        "Roboto",
        "noto",
        "Arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "64px",
      "h2": "32px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#FE6703",
      "textColor": "#030711",
      "borderRadius": "12px",
      "borderRadiusCorners": {
        "topLeft": "12px",
        "topRight": "12px",
        "bottomRight": "12px",
        "bottomLeft": "12px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#FFFFFF",
      "borderColor": "#FFFFFF",
      "borderRadius": "12px",
      "borderRadiusCorners": {
        "topLeft": "12px",
        "topRight": "12px",
        "bottomRight": "12px",
        "bottomLeft": "12px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://www.getdbt.com/_next/image?url=%2Fimg%2Flogos%2Fdbt-labs-logo.svg&w=384&q=75",
    "favicon": "https://www.getdbt.com/favicon.ico",
    "ogImage": "https://www.getdbt.com/img/site-meta/facebook.png",
    "logoHref": "/",
    "logoAlt": "dbt"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 4,
    "reasoning": "Selected #4 because it is visible, located in the header, links to the homepage, and the alt text matches the brand name 'dbt'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get started with dbt",
      "reasoning": "Button #0 is the primary CTA because it uses a vibrant brand color (#FE6703) and has action-oriented text ('Get started with dbt'), which is a strong indicator of a primary call-to-action."
    },
    "secondary": {
      "index": 11,
      "text": "Read Now",
      "reasoning": "Button #3 is selected as the secondary button because it has a transparent background, which contrasts with the vibrant primary button, and it serves a supportive action ('Read Now')."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "data professionals and businesses"
  },
  "designSystem": {
    "framework": "tailwind",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.95,
    "colors": 0.9,
    "overall": 0.925
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 4,
        "selectedLogoReasoning": "Selected #4 because it is visible, located in the header, links to the homepage, and the alt text matches the brand name 'dbt'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}