# Format Brand Identity

A complete profile of **Format**'s visual system — colors, typography, components, and personality — extracted from https://useformat.ai/. Built for designers, agents, and AI tools.

- Page: https://characterquilt.com/branding/format
- Machine-readable JSON: https://characterquilt.com/branding/format.json
- Per-page llms.txt: https://characterquilt.com/branding/format/llms.txt

## Quick Facts

| Field | Value |
|---|---|
| Primary | #000000 |
| Accent | #1A1A1A |
| Body Font | NHaasGrotesk Medium |
| Heading Font | NHaasGrotesk Bold |

## Color Palette

- primary: #000000
- accent: #1A1A1A
- background: #FFFFFF
- textPrimary: #000000
- link: #000000

## Typography

- primary: NHaasGrotesk Medium — https://fonts.google.com/specimen/NHaasGrotesk+Medium
- heading: NHaasGrotesk Bold — https://fonts.google.com/specimen/NHaasGrotesk+Bold

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20class%3D%22w-%5B144px%5D%20text-mono-100%20h-%5B18px%5D%20transition-colors%20text-mono-100%22%20viewBox%3D%220%200%2096%2019%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%22M93.8044%2018.7355C91.4608%2018.7355%2089.7837%2017.9708%2089.7837%2015.2574V8.47385H88.106V5.9578H89.7837V1.96167H93.7056V5.9578H96V8.47385H93.7056V14.3941C93.7056%2015.3807%2094.2486%2015.6275%2095.1117%2015.6275C95.457%2015.6275%2095.852%2015.6028%2096%2015.6028V18.5382C95.6543%2018.6369%2094.8899%2018.7355%2093.8044%2018.7355Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M80.2399%2018.9081C77.7237%2018.9081%2075.923%2017.5514%2075.923%2015.0599C75.923%2012.2725%2078.1432%2011.4339%2080.7578%2011.0885C83.126%2010.7925%2083.9646%2010.5458%2083.9646%209.68247C83.9646%208.86843%2083.4467%208.32573%2082.2378%208.32573C80.955%208.32573%2080.3137%208.89312%2080.1902%209.95382H76.4901C76.589%207.6104%2078.3896%205.61233%2082.2132%205.61233C84.1126%205.61233%2085.3954%205.95767%2086.3082%206.64836C87.3932%207.43772%2087.9111%208.6711%2087.9111%2010.2498V16.614C87.9111%2017.6254%2088.01%2018.1927%2088.3553%2018.4147V18.5874H84.4579C84.2607%2018.3161%2084.1372%2017.8227%2084.0384%2017.1813H83.9892C83.249%2018.242%2082.1394%2018.9081%2080.2399%2018.9081ZM81.5226%2016.3427C83.0272%2016.3427%2084.0635%2015.43%2084.0635%2014.0733V12.5685C83.5451%2012.8399%2082.8053%2013.0372%2081.9913%2013.2346C80.4371%2013.5799%2079.7958%2013.9746%2079.7958%2014.9366C79.7958%2015.948%2080.536%2016.3427%2081.5226%2016.3427Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M55.8148%2018.5877V5.95792H59.663V7.75864H59.7368C60.5262%206.45123%2061.7351%205.58789%2063.5603%205.58789C65.2129%205.58789%2066.471%206.45123%2067.1124%207.80797H67.1616C68.1487%206.2786%2069.5052%205.58789%2071.1332%205.58789C73.9947%205.58789%2075.4255%207.53662%2075.4255%2010.3734V18.5877H71.4047V11.0887C71.4047%209.73205%2070.8371%208.94265%2069.6286%208.94265C68.3459%208.94265%2067.6303%2010.0033%2067.6303%2011.5081V18.5877H63.6095V11.0887C63.6095%209.73205%2063.0424%208.94265%2061.8335%208.94265C60.5754%208.94265%2059.8356%2010.0033%2059.8356%2011.5081V18.5877H55.8148Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M47.111%2018.5874V5.95764H50.9592V7.93105H51.033C51.9213%206.42632%2052.9571%205.76032%2054.4867%205.76032C54.8566%205.76032%2055.1035%205.78496%2055.2761%205.85898V9.31243H55.1773C52.7107%208.96706%2051.1319%2010.1758%2051.1319%2012.9139V18.5874H47.111Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M39.8164%2016.1206C41.5678%2016.1206%2042.5052%2014.5913%2042.5052%2012.2972C42.5052%2010.0031%2041.5678%208.44908%2039.8164%208.44908C38.065%208.44908%2037.1524%2010.0031%2037.1524%2012.2972C37.1524%2014.5913%2038.065%2016.1206%2039.8164%2016.1206ZM39.8411%2018.9821C35.7957%2018.9821%2033.0822%2016.096%2033.0822%2012.2972C33.0822%208.49842%2035.7957%205.61233%2039.8411%205.61233C43.9112%205.61233%2046.5753%208.49842%2046.5753%2012.2972C46.5753%2016.096%2043.9112%2018.9821%2039.8411%2018.9821Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M20.9056%2018.5875V0.950305H34.0287V4.62576H25.2718V8.20255H32.598V11.73H25.2718V18.5875H20.9056Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M0.192374%2011.4072C0.262783%2011.4072%200.323182%2011.4574%200.337409%2011.5264C1.03303%2014.898%203.68841%2017.5533%207.05996%2018.2489C7.12892%2018.2631%207.17915%2018.3235%207.17915%2018.394V18.4396C7.17915%2018.5207%207.11345%2018.5864%207.03238%2018.5864H0V11.554C0%2011.4729%200.0657137%2011.4072%200.146776%2011.4072H0.192374Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M17.4913%2011.4072C17.5724%2011.4072%2017.6382%2011.4729%2017.6382%2011.554V18.5864H10.6057C10.5247%2018.5864%2010.4589%2018.5207%2010.4589%2018.4396V18.394C10.4589%2018.3235%2010.5092%2018.2631%2010.5782%2018.2489C13.9497%2017.5533%2016.6051%2014.898%2017.3007%2011.5264C17.3149%2011.4574%2017.3753%2011.4072%2017.4458%2011.4072H17.4913Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M17.6382%207.98061C17.6382%208.06168%2017.5724%208.12742%2017.4913%208.12742H17.4458C17.3754%208.12742%2017.315%208.07714%2017.3007%208.00818C16.6051%204.63665%2013.9497%201.98127%2010.5782%201.28565C10.5092%201.27142%2010.4589%201.21102%2010.4589%201.14061V1.09505C10.4589%201.01399%2010.5247%200.948273%2010.6057%200.948273H17.6382V7.98061Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%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- Favicon: https://useformat.ai/favicon.ico
- Social card (og:image): /og-image.png

## UI Components

- input: background=#FCFCFD, textColor=#000000, borderColor=#D8D9DA, borderRadius=6px, 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
- buttonPrimary: background=#1A1A1A, textColor=#FFFFFF, borderRadius=6px, 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=#1A1A1A, borderRadius=6px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: tech-savvy professionals

## Format Brand in the Wild

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

- **Format**
  - Image: https://useformat.ai/_next/image?url=%2Fwaitlist%2Fatf%2Fdesktop-1-black.webp&w=3840&q=75
  - Source: https://useformat.ai/
- **Format**
  - Image: https://useformat.ai/_next/image?url=%2Fwaitlist%2Fatf%2Fdesktop-1.webp&w=3840&q=75
  - Source: https://useformat.ai/
- **Format**
  - Image: https://framerusercontent.com/images/6abXAlUJTqGWtvkLbUcYCd0xYGo.png?width=2880&height=1612
  - Source: https://useformat.ai/speed
- **Format**
  - Image: https://useformat.ai/_next/image?url=%2Fwaitlist%2Fproduct%2Fread-desktop%2Fmd.png&w=3840&q=75
  - Source: https://useformat.ai/
- **Lessons from Outreach's $4.4B Journey | Manny Medina, Paid - Format**
  - Image: https://framerusercontent.com/images/tU8yXXk3UyE7uqolKgiZAlBmsTo.png?width=840&height=1494
  - Source: https://useformat.ai/speed/episodes/manny-medina
- **From Designer to $250M Founder in Two Years | Sam Stephenson, Granola -  Format**
  - Image: https://framerusercontent.com/images/S3zJdIo87HBq1Lr0z5YDbxBHo.png?width=832&height=1502
  - Source: https://useformat.ai/speed/episodes/sam-stephenson

## 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

```json
{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "NHaasGrotesk Medium",
      "role": "body"
    },
    {
      "family": "NHaasGrotesk Bold",
      "role": "heading"
    },
    {
      "family": "NHaasGrotesk Light",
      "role": "body"
    },
    {
      "family": "Neue Haas Grotesk TX Pro",
      "role": "unknown"
    },
    {
      "family": "PS Times",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#000000",
    "accent": "#1A1A1A",
    "background": "#FFFFFF",
    "textPrimary": "#000000",
    "link": "#000000"
  },
  "typography": {
    "fontFamilies": {
      "primary": "NHaasGrotesk Medium",
      "heading": "NHaasGrotesk Bold"
    },
    "fontStacks": {
      "heading": [
        "NHaasGrotesk Bold"
      ],
      "body": [
        "Neue Haas Grotesk TX Pro",
        "ui-sans-serif",
        "system-ui",
        "-apple-system",
        "Segoe UI",
        "Roboto",
        "Helvetica Neue",
        "Arial",
        "Noto Sans",
        "Apple Color Emoji",
        "Segoe UI Emoji"
      ],
      "paragraph": [
        "PS Times"
      ]
    },
    "fontSizes": {
      "h1": "72px",
      "h2": "36px",
      "body": "64px"
    }
  },
  "spacing": {
    "baseUnit": 8,
    "borderRadius": "0px"
  },
  "components": {
    "input": {
      "background": "#FCFCFD",
      "textColor": "#000000",
      "borderColor": "#D8D9DA",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "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"
    },
    "buttonPrimary": {
      "background": "#1A1A1A",
      "textColor": "#FFFFFF",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "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": "#1A1A1A",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": 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    "favicon": "https://useformat.ai/favicon.ico",
    "ogImage": "/og-image.png"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is located in the header, matches the brand name 'Format', and is the most prominent logo in the expected location.",
    "confidence": 0.85,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get early access",
      "reasoning": "Button #0 with text 'Get early access' is likely the primary CTA due to its action-oriented text and prominent placement. It uses a dark background (#1A1A1A) with white text, making it stand out."
    },
    "secondary": {
      "index": 4,
      "text": "Log in",
      "reasoning": "Button #4 with text 'Log in' is selected as secondary due to its lighter background (#FFFFFF) and less prominent action compared to the primary CTA."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "tech-savvy professionals"
  },
  "designSystem": {
    "framework": "tailwind",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.9,
    "overall": 0.9
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 0,
        "selectedLogoReasoning": "Selected #0 because it is located in the header, matches the brand name 'Format', and is the most prominent logo in the expected location.",
        "confidence": 0.85
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```