[Home](/content/site-root.html) · [Branding](/content/branding/index.html) · Heap
# Heap Brand Identity
A complete profile of **Heap**'s visual system —
colors, typography, components, and personality — extracted from
[https://heap.io/](https://heap.io/).
Built for designers, agents, and AI tools.
Copy Page
Copy Agent Instructions
[Download JSON](/content/branding/heap.json)
Primary
#100841
Accent
#31D891
Body Font
Arial
Heading
Lettera Text
## Color Palette
Brand palette extracted from https://heap.io/.
primary
#100841
rgb(16, 8, 65)
secondary
#6B707A
rgb(107, 112, 122)
accent
#31D891
rgb(49, 216, 145)
background
#FFFFFF
rgb(255, 255, 255)
textPrimary
#111111
rgb(17, 17, 17)
link
#31D891
rgb(49, 216, 145)
## Typography
Each font links to its Google Fonts page where available.
primary
Arial
Arial [Google Fonts →](https://fonts.google.com/specimen/Arial)
heading
Lettera Text
Lettera Text [Google Fonts →](https://fonts.google.com/specimen/Lettera+Text)
Circular Standard, Lettera Text, system-ui, Helvetic Neue, Helvetica, Arial, sans-serif
```
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.
```
## Visual Assets
%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M42.2775%2023.565V14.43H32.85V23.565H30V3H32.85V11.79H42.2775V3H45.1275V23.565H42.2775Z%22%20fill%3D%22%23000000%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M60.4575%2019.5827C59.6775%2022.0502%2057.4425%2023.9927%2054.195%2023.9927C50.4525%2023.9927%2047.175%2021.2702%2047.175%2016.5452C47.175%2012.1652%2050.3325%209.18018%2053.8425%209.18018C58.1325%209.18018%2060.5475%2012.1427%2060.5475%2016.4927C60.5475%2016.7852%2060.525%2017.0777%2060.495%2017.3627H49.995C50.0475%2019.8602%2051.855%2021.6002%2054.2025%2021.6002C56.55%2021.6002%2057.6%2020.3552%2058.1175%2018.7877L60.465%2019.5902L60.4575%2019.5827ZM57.705%2015.1502C57.6525%2013.1477%2056.34%2011.5802%2053.88%2011.5802C51.585%2011.5802%2050.1975%2013.3502%2050.085%2015.1502H57.705Z%22%20fill%3D%22%23000000%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M66.135%2015.5854L69.9075%2015.0379C70.755%2014.9179%2070.98%2014.4829%2070.98%2013.9879C70.98%2012.6229%2070.08%2011.4904%2067.965%2011.4904C66.0525%2011.4904%2064.98%2012.6829%2064.8075%2014.3029L62.205%2013.6954C62.4975%2011.0254%2064.8975%209.17285%2067.9125%209.17285C72.0825%209.17285%2073.71%2011.5504%2073.71%2014.2804V21.2629C73.71%2022.0354%2073.755%2022.7928%2073.8825%2023.5578H71.2125C71.1075%2022.9353%2071.0625%2022.3053%2071.07%2021.6753C70.4625%2022.6578%2069.0675%2024.0003%2066.57%2024.0003C63.7275%2024.0003%2061.8975%2022.0279%2061.8975%2019.8304C61.8975%2017.3254%2063.72%2015.9379%2066.135%2015.5854ZM70.9725%2017.5879V16.9504L66.7125%2017.5879C65.5575%2017.7604%2064.68%2018.4279%2064.68%2019.6728C64.68%2020.7228%2065.55%2021.7054%2066.9375%2021.7054C69.1725%2021.7054%2070.9725%2020.6329%2070.9725%2017.5879Z%22%20fill%3D%22%23000000%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M76.275%2029.0705V9.61547H78.915V11.7905C79.6725%2010.3955%2081.3225%209.29297%2083.5875%209.29297C87.7575%209.29297%2090%2012.518%2090%2016.568C90%2020.618%2087.585%2023.933%2083.4975%2023.933C81.3525%2023.933%2079.725%2022.9205%2078.975%2021.668V29.063H76.2825L76.275%2029.0705ZM83.1%2011.7005C80.6025%2011.7005%2078.9525%2013.7855%2078.9525%2016.5755C78.9525%2019.3655%2080.61%2021.503%2083.1%2021.503C85.59%2021.503%2087.2175%2019.448%2087.2175%2016.5755C87.2175%2013.703%2085.65%2011.7005%2083.1%2011.7005Z%22%20fill%3D%22%23000000%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M152.1%2043.2495C152.381%2044.2729%20153.234%2044.7044%20154.278%2044.7044C155.05%2044.7044%20155.672%2044.3833%20156.013%2043.9318L157.619%2044.8649C156.886%2045.9184%20155.732%2046.5205%20154.247%2046.5205C151.649%2046.5205%20150.003%2044.7445%20150.003%2042.4367C150.003%2040.129%20151.659%2038.353%20154.087%2038.353C156.375%2038.353%20158%2040.1591%20158%2042.4367C158%2042.7277%20157.97%2042.9986%20157.92%2043.2595H152.08L152.1%2043.2495ZM152.07%2041.7043H156.013C155.763%2040.5905%20154.93%2040.139%20154.097%2040.139C153.033%2040.139%20152.301%2040.7109%20152.07%2041.7043Z%22%20fill%3D%22%23000000%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M147.184%2039.8878C147.585%2038.8343%20148.558%2038.4028%20149.542%2038.4028V40.6303C148.508%2040.5099%20147.184%2040.9715%20147.184%2042.5969V46.2994H145.187V38.5634H147.184V39.8979V39.8878Z%22%20fill%3D%22%23000000%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M141.374%2038.5637H143.371V46.2997H141.374V45.3866C140.812%2046.079%20139.979%2046.5205%20138.856%2046.5205C136.799%2046.5205%20135.093%2044.7445%20135.093%2042.4367C135.093%2040.129%20136.799%2038.353%20138.856%2038.353C139.989%2038.353%20140.822%2038.7845%20141.374%2039.4868V38.5738V38.5637ZM139.227%2044.6141C140.471%2044.6141%20141.384%2043.7311%20141.384%2042.4267C141.384%2041.1223%20140.471%2040.2394%20139.227%2040.2394C137.983%2040.2394%20137.09%2041.1223%20137.09%2042.4267C137.09%2043.7311%20138.003%2044.6141%20139.227%2044.6141Z%22%20fill%3D%22%23000000%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M131.672%2038.564H133.668V46.2999H131.672V45.437C131.21%2046.1294%20130.407%2046.5207%20129.364%2046.5207C127.728%2046.5207%20126.434%2045.3768%20126.434%2043.3199V38.564H128.431V43.0691C128.431%2044.1226%20129.063%2044.6645%20129.966%2044.6645C130.939%2044.6645%20131.672%2044.0925%20131.672%2042.748V38.564Z%22%20fill%3D%22%23000000%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M122.742%2038.5637H124.738V49.4001H122.742V45.3866C122.18%2046.099%20121.367%2046.5205%20120.233%2046.5205C118.156%2046.5205%20116.46%2044.7445%20116.46%2042.4367C116.46%2040.129%20118.166%2038.353%20120.233%2038.353C121.367%2038.353%20122.18%2038.7744%20122.742%2039.4868V38.5738V38.5637ZM120.604%2044.6141C121.828%2044.6141%20122.742%2043.7311%20122.742%2042.4267C122.742%2041.1223%20121.828%2040.2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046.5103C33.3713%2046.5103%2032.5586%2046.0888%2031.9967%2045.3765V46.2895H30V35.4531H31.9967V39.4666C32.5586%2038.7542%2033.3713%2038.3328%2034.5051%2038.3328V38.3428ZM34.1339%2044.6139C35.368%2044.6139%2036.2811%2043.7309%2036.2811%2042.4265C36.2811%2041.1222%2035.368%2040.2392%2034.1339%2040.2392C32.8997%2040.2392%2031.9967%2041.1222%2031.9967%2042.4265C31.9967%2043.7309%2032.9098%2044.6139%2034.1339%2044.6139Z%22%20fill%3D%22%23000000%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3C%2Fsvg%3E)
Logo
Favicon
Social Card
## UI Components
Live previews rendered using Heap's actual button styles.
Input
input
background#F7F7F7textColor#111111borderColor#DFDFDFborderRadius4pxshadownone
Button Primary
buttonPrimary
background#F6F6F7textColor#FFFFFFborderRadius0pxshadownone
Button Secondary
buttonSecondary
background#FFFFFFtextColor#111111borderRadius16pxshadownone
## Brand Personality
**Tone:** professional**Energy:** medium**Audience:** business professionals
## Heap Brand in the Wild
Real-world brand assets — ads, campaigns, and marketing materials.
Image: [images.ctfassets.net](https://images.ctfassets.net/jicu8fwm4fvs/3sLuTb0zY8gnqNreFDkSos/669c279a9438e2b0264a7f68c67f639e/HEAP_GA4_blog_post_header_rebranded.png)
Source: [heap.io](https://www.heap.io/topics/what-is-product-adoption-how-do-you-measure-it-properly)
Image: [images.ctfassets.net](https://images.ctfassets.net/jicu8fwm4fvs/3EebF8JLDlYhEeLutLDpKB/b4117961d78c62e51d1ca66fd33ef06d/Blog_04_24_experience_analytics.png?q=60&fm=png)
Source: [heap.io](https://www.heap.io/blog)
Image: [images.ctfassets.net](https://images.ctfassets.net/jicu8fwm4fvs/5M0d86feeVhxGHcTLU7IQZ/8e60ea50f8ebc0be52f0a8acf108f054/fy24-q3_survey_data-decoded_blog_header_2000x600.png?q=60&fm=png)
Source: [heap.io](https://www.heap.io/blog/survey-launch-blog-oct-2023)
Image: [images.ctfassets.net](https://images.ctfassets.net/jicu8fwm4fvs/6t7sQCGGSXHSpdrIqlS6hY/744d6c0e3da61c6cb9be46528d7838c2/blog-hero-naming-conventions-_thumbnail-1200x675.png?w=1200&h=627&fit=fill&q=60&fm=jpg&fl=progressive)
Source: [heap.io](https://www.heap.io/blog/naming-conventions-and-their-place-in-analytics)
Image: [content.partnerpage.io](https://content.partnerpage.io/eyJidWNrZXQiOiJwYXJ0bmVycGFnZS5wcm9kIiwia2V5IjoibWVkaWEvY29udGFjdF9pbWFnZXMvMzk3ODA1OWItNWFkNC00NjFjLTk5MmYtMTdmOTkwMDI4ZjVlL2dvb2dsZS1iaWdxdWVyeS1sb2dvLTFfMS5wbmciLCJlZGl0cyI6eyJ0b0Zvcm1hdCI6IndlYnAiLCJyZXNpemUiOnsiZml0IjoiY29udGFpbiIsImJhY2tncm91bmQiOnsiciI6MjU1LCJnIjoyNTUsImIiOjI1NSwiYWxwaGEiOjB9fX19)
Source: [partners.heap.io](https://partners.heap.io/technology-partners/bigquery)
Image: [images.ctfassets.net](https://images.ctfassets.net/jicu8fwm4fvs/6gXShtMKXRvQCEreN4nmF9/53e3360b4798c3eaab56798c21c77eac/GS-4_social_thumbnail_1200x675.png?q=60&fm=png)
Source: [heap.io](https://www.heap.io/blog)
## Frequently Asked Questions
What is Heap's primary brand color?
Heap's primary brand color is #100841. It anchors the visual identity across their website, product UI, and marketing materials.
What accent color does Heap use?
Heap uses #31D891 as an accent color, typically applied to interactive elements like links, buttons, and call-to-action emphasis.
What font does Heap use?
Heap uses Arial for body text and Lettera Text for headings. Fonts were detected on https://heap.io/ as part of their live design system.
Does Heap use a light or dark theme?
Heap's primary site uses a light color scheme, with a background of #FFFFFF.
Where can I find Heap's logo?
Heap's logo is available directly on their site (https://heap.io/). The current logo URL is included in the machine-readable JSON profile linked above.
How was this brand profile generated?
This profile was extracted from https://heap.io/ using the Firecrawl branding extraction API, which inspects the live page's CSS, fonts, color tokens, and component styles. It is not affiliated with or endorsed by Heap.
## Methodology
Brand data on this page was extracted from
[https://heap.io/](https://heap.io/) on 2026-07-27 using the [Firecrawl](https://firecrawl.dev/) branding extraction API,
which inspects each site's live CSS, font network requests, color tokens, and component styles.
Brand-in-the-wild images were sourced via Google Image Search restricted to ad/webinar/report queries
and link out to their original third-party publishers; we link to the source rather than re-hosting third-party content.
This page is published by **CharacterQuilt** and is not affiliated with or endorsed by Heap.
## Machine-Readable Profile
Direct endpoints for agents, designers, and tooling. No login or auth required.
[GET /branding/heap.json](/content/branding/heap.json) [GET /branding/heap/llms.txt](/content/branding/heap/llms.txt)
```
{
"colorScheme": "light",
"fonts": [\
{\
"family": "Arial",\
"role": "body"\
},\
{\
"family": "Lettera Text",\
"role": "heading"\
},\
{\
"family": "Circular Standard",\
"role": "body"\
}\
],
"colors": {
"primary": "#100841",
"secondary": "#6B707A",
"accent": "#31D891",
"background": "#FFFFFF",
"textPrimary": "#111111",
"link": "#31D891"
},
"typography": {
"fontFamilies": {
"primary": "Arial",
"heading": "Lettera Text"
},
"fontStacks": {
"heading": [\
"Circular Standard",\
"Lettera Text",\
"system-ui",\
"Helvetic Neue",\
"Helvetica",\
"Arial",\
"sans-serif"\
],
"body": [\
"Lettera Text",\
"system-ui",\
"Helvetic Neue",\
"Helvetica",\
"Arial",\
"sans-serif"\
],
"paragraph": [\
"Lettera Text",\
"system-ui",\
"Helvetic Neue",\
"Helvetica",\
"Arial",\
"sans-serif"\
]
},
"fontSizes": {
"h1": "72px",
"h2": "32px",
"body": "16px"
}
},
"spacing": {
"baseUnit": 4,
"borderRadius": "4px"
},
"components": {
"input": {
"background": "#F7F7F7",
"textColor": "#111111",
"borderColor": "#DFDFDF",
"borderRadius": "4px",
"borderRadiusCorners": {
"topLeft": "4px",
"topRight": "4px",
"bottomRight": "4px",
"bottomLeft": "4px"
},
"shadow": "none"
},
"buttonPrimary": {
"background": "#F6F6F7",
"textColor": "#FFFFFF",
"borderRadius": "0px",
"borderRadiusCorners": {
"topLeft": "0px",
"topRight": "0px",
"bottomRight": "0px",
"bottomLeft": "0px"
},
"shadow": "none"
},
"buttonSecondary": {
"background": "#FFFFFF",
"textColor": "#111111",
"borderRadius": "16px",
"borderRadiusCorners": {
"topLeft": "16px",
"topRight": "16px",
"bottomRight": "16px",
"bottomLeft": "16px"
},
"shadow": "none"
}
},
"images": {
"logo": 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"favicon": "https://www.heap.io/favicon/favicon-32x32.png?v=1",
"ogImage": "https://images.ctfassets.net/jicu8fwm4fvs/57SlD3uXZskS7cHKEOwGEm/793173d449f782f05fad3531ee05a1a5/heap-logo-social-twitter-1200x675__2_.png?w=1200&h=627&fit=fill&q=60&fm=jpg&fl=progressive",
"logoHref": "https://www.heap.io/"
},
"__llm_logo_reasoning": {
"selectedIndex": 0,
"reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand 'Heap'.",
"confidence": 0.95,
"source": "llm"
},
"__llm_button_reasoning": {
"primary": {
"index": 1,
"text": "Request Demo",
"reasoning": "Button #8 'Request Demo' has a distinct background color (#F6F6F7) and is action-oriented, making it a strong candidate for the primary CTA."
},
"secondary": {
"index": 13,
"text": "ebook and whitepaperHumans lead, AI assists: how product teams embrace generative AI at workLearn th",
"reasoning": "Button #3 has a different background color (#FFFFFF) and serves as a secondary action with informative content, making it suitable as a secondary CTA."
},
"confidence": 0.9
},
"personality": {
"tone": "professional",
"energy": "medium",
"targetAudience": "business professionals"
},
"designSystem": {
"framework": "custom",
"componentLibrary": ""
},
"confidence": {
"buttons": 0.9,
"colors": 0.95,
"overall": 0.925
},
"__llm_metadata": {
"logoSelection": {
"llmCalled": true,
"llmSucceeded": true,
"finalSource": "llm",
"rawLogoSelection": {
"selectedLogoIndex": 0,
"selectedLogoReasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand 'Heap'.",
"confidence": 0.95
}
},
"buttonClassification": {
"llmCalled": true,
"llmSucceeded": true
}
}
}
```
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