Heroku Brand Identity

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

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

Quick Facts

Color Palette

• primary: #240643
• secondary: #5A1BA9
• accent: #0176D3
• background: #FFFFFF
• textPrimary: #0176D3
• link: #0176D3

Typography

• primary: Salesforce Sans — Salesforce Sans
• heading: Avant Garde — Avant Garde

Visual Assets

• Logo:
• Favicon:
• Social card (og:image):

UI Components

• input: background=#FFFFFF, textColor=#000000, borderColor=null, borderRadius=10px, shadow=rgba(0, 0, 0, 0.1) 0px 1px 3px 0px inset, rgba(0, 0, 0, 0.1) 0px 0px 10px 0px
• buttonPrimary: background=#0176D3, textColor=#FFFFFF, borderColor=#0176D3, borderRadius=4px, shadow=none
• buttonSecondary: background=#FFFFFF, textColor=#0176D3, borderRadius=4px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: developers and businesses

Heroku Brand in the Wild

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

• Stackhero for RabbitMQ | Heroku Dev Center
  • Image:
  • Source: Stackhero for RabbitMQ
• ButterCMS | Heroku Dev Center
  • Image:
  • Source: ButterCMS
• DataVisor by Raiquun | Heroku Dev Center
  • Image:
  • Source: DataVisor by Raiquun
• How LitCharts Manages Growth on Heroku's Cloud Platform
  • Image:
  • Source: LitCharts
• Heroku is a Leader for Cloud-Native Application Platforms
  • Image:
  • Source: Gartner
• Simplify Your Cloud Security: Heroku ACM Now Supports Wildcard Domains | Heroku
  • Image:
  • Source: Wildcard Domains

Working with these fonts

Not found on Google Fonts? Instructions:

1. Open the company's homepage in a browser with DevTools open.
2. In the Network tab, filter by 'Font'.
3. Hard-reload the page and click around — 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. Rewrite src: url(...) to point to your local file path.

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": "Salesforce Sans",
      "role": "body"
    },
    {
      "family": "Avant Garde",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#240643",
    "secondary": "#5A1BA9",
    "accent": "#0176D3",
    "background": "#FFFFFF",
    "textPrimary": "#0176D3",
    "link": "#0176D3"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Salesforce Sans",
      "heading": "Avant Garde"
    },
    "fontStacks": {
      "heading": [
        "Avant Garde",
        "Arial",
        "Helvetica",
        "sans-serif"
      ],
      "body": [
        "Salesforce Sans",
        "Arial",
        "Helvetica",
        "sans-serif"
      ],
      "paragraph": [
        "Salesforce Sans",
        "Arial",
        "Helvetica",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "40px",
      "h2": "32px",
      "body": "14px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "input": {
      "background": "#FFFFFF",
      "textColor": "#000000",
      "borderColor": null,
      "borderRadius": "10px",
      "borderRadiusCorners": {
        "topLeft": "10px",
        "topRight": "10px",
        "bottomRight": "10px",
        "bottomLeft": "10px"
      },
      "shadow": "rgba(0, 0, 0, 0.1) 0px 1px 3px 0px inset, rgba(0, 0, 0, 0.1) 0px 0px 10px 0px"
    },
    "buttonPrimary": {
      "background": "#0176D3",
      "textColor": "#FFFFFF",
      "borderColor": "#0176D3",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#0176D3",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://www.heroku.com/wp-content/uploads/2025/03/Heroku-Logo-KO-RGB-300.webp",
    "favicon": "https://www.heroku.com/wp-content/uploads/2025/01/apple-touch-icon-180x180-1.png?w=32",
    "ogImage": "https://www.heroku.com/wp-content/uploads/2025/02/nodeJs.png?w=41",
    "logoHref": "https://www.heroku.com",
    "logoAlt": "Heroku - from Salesforce"
  }
}