Fort Brand Identity

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

Quick Facts

Color Palette

• primary: #161413
• accent: #16A34A
• background: #FFFFFF
• textPrimary: #161413
• link: #16A34A

Typography

• primary: DM Sans — https://fonts.google.com/specimen/DM+Sans
• heading: Aspekta — https://fonts.google.com/specimen/Aspekta

Visual Assets

• Logo: https://fort.cx/images/fort-spellout-logo-black-transparent.png
• Favicon: https://fort.cx/favicon.ico?v=2
• Social card (og:image): https://fort.cx/images/og-image.png

UI Components

• input: background=transparent, textColor=#787776, borderColor=null, borderRadius=10px, shadow=none
• buttonPrimary: background=#161413, textColor=#FFFFFF, borderRadius=999px, shadow=none
• buttonSecondary: background=#FFFFFF, textColor=#161413, borderRadius=999px, shadow=none

Brand Personality

Tone: modern · Energy: medium · Audience: fitness enthusiasts

Fort Brand in the Wild

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

• About – Fort
  • Image: https://fort.cx/images/configs/silver_sportsfabric_black.webp
  • Source: https://fort.cx/about
• Fort | Strength Training Wearable
  • Image: https://fort.cx/images/wlu-lift.jpg
  • Source: https://fort.cx/
• Fort | Strength Training Wearable
  • Image: https://fort.cx/images/wlu-wear.jpg
  • Source: https://fort.cx/
• Privacy Policy | Fort
  • Image: https://fort.cx/videos/hero-poster.jpg
  • Source: https://fort.cx/privacy
• Pre-Order Fort | Strength Training Wearable
  • Image: https://fort.cx/images/device-render.png
  • Source: https://fort.cx/order
• Fort | Strength Training Wearable
  • Image: https://i.ytimg.com/vi/oBUjJfhvTvI/maxresdefault.jpg
  • Source: https://fort.cx/

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 and copy out the matching @font-face declarations.

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": "DM Sans",
   "role": "body"
  },
  {
   "family": "Aspekta",
   "role": "heading"
  }
 ],
 "colors": {
  "primary": "#161413",
  "accent": "#16A34A",
  "background": "#FFFFFF",
  "textPrimary": "#161413",
  "link": "#16A34A"
 },
 "typography": {
  "fontFamilies": {
   "primary": "DM Sans",
   "heading": "Aspekta"
  },
  "fontStacks": {
   "heading": [
    "Aspekta",
    "sans-serif"
   ],
   "body": [
    "DM Sans",
    "-apple-system",
    "BlinkMacSystemFont",
    "Segoe UI",
    "sans-serif"
   ],
   "paragraph": [
    "DM Sans",
    "-apple-system",
    "BlinkMacSystemFont",
    "Segoe UI",
    "sans-serif"
   ]
  },
  "fontSizes": {
   "h1": "52px",
   "h2": "44px",
   "body": "16px"
  }
 },
 "spacing": {
  "baseUnit": 4,
  "borderRadius": "12px"
 },
 "components": {
  "input": {
   "background": "transparent",
   "textColor": "#787776",
   "borderColor": null,
   "borderRadius": "10px",
   "shadow": "none"
  },
  "buttonPrimary": {
   "background": "#161413",
   "textColor": "#FFFFFF",
   "borderRadius": "999px",
   "shadow": "none"
  },
  "buttonSecondary": {
   "background": "#FFFFFF",
   "textColor": "#161413",
   "borderRadius": "999px",
   "shadow": "none"
  }
 },
 "images": {
  "logo": "https://fort.cx/images/fort-spellout-logo-black-transparent.png",
  "favicon": "https://fort.cx/favicon.ico?v=2",
  "ogImage": "https://fort.cx/images/og-image.png"
 },
 "personality": {
  "tone": "modern",
  "energy": "medium",
  "targetAudience": "fitness enthusiasts"
 },
 "confidence": {
  "buttons": 0.9,
  "colors": 0.9,
  "overall": 0.9
 }
}