hex.json

Hex Brand Identity

A complete profile of Hex's visual system — colors, typography, components, and personality — extracted from https://hex.tech/. Built for designers, agents, and AI tools.

Quick Facts

Field Value
Primary #43394C
Accent #31263B
Body Font Cinetype
Heading Font Cinetype

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Tone: modern · Energy: medium · Audience: business professionals and teams

Hex Brand in the Wild

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

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

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Cinetype",
      "role": "heading"
    },
    {
      "family": "Cinetype Mono",
      "role": "monospace"
    }
  ],
  "colors": {
    "primary": "#43394C",
    "secondary": "#01011B",
    "accent": "#31263B",
    "background": "#FFFCFC",
    "textPrimary": "#31263B",
    "link": "#31263B"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Cinetype",
      "heading": "Cinetype"
    },
    "fontStacks": {
      "heading": [
        "PP Formula SemiExtended",
        "ui-sans-serif",
        "system-ui",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ],
      "body": [
        "Cinetype",
        "ui-sans-serif",
        "system-ui",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ],
      "paragraph": [
        "Cinetype",
        "ui-sans-serif",
        "system-ui",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ]
    },
    "fontSizes": {
      "h1": "60px",
      "h2": "16px",
      "body": "24px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "3px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#01011B",
      "borderColor": null,
      "borderRadius": "7px",
      "borderRadiusCorners": {
        "topLeft": "7px",
        "topRight": "7px",
        "bottomRight": "7px",
        "bottomLeft": "7px"
      },
      "shadow": "rgb(255, 255, 255) 0px 0px 0px 1px inset"
    },
    "buttonPrimary": {
      "background": "transparent",
      "textColor": "#14141C",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20class%3D%22Nav__Hex-sc-17jcvjp-1%20jRnRVC%22%20fill%3D%22none%22%20viewBox%3D%220%200%2052%2020%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20data-fc-idx%3D%220%22%3E%3Cpath%20clip-rule%3D%22evenodd%22%20d%3D%22M9%200V6.97333H7V0H0V5.65333V5.67333V12.3267V20H7V10H9V20H16V0H9ZM18%2020H34V12H27V17H25V10H34V0H18V20ZM25%207V3H27V7H25ZM45%207V0H52V5L49%208.5L52%2012V20H45V9.97333H43V20H36V12L39%208.5L36%205V0H43V7H45Z%22%20fill%3D%22currentColor%22%20fill-rule%3D%22evenodd%22%20style%3D%22fill%3A%20rgb(67%2C%2057%2C%2076)%20!important%3B%22%2F%3E%3C%2Fsvg%3E",
    "favicon": "https://hex.tech/favicon-32x32.png?v=5ec444c71e4751bb5308d69de923cd78",
    "ogImage": "https://cdn.sanity.io/images/e92memrj/production/b4431d6084551660838ede6609fe4e299c1430f7-1200x630.png",
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 1,
    "reasoning": "Selected #1 because it is visible, located in the header, links to the homepage, and matches the brand inferred from the URL and page title.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "Get started for free",
      "reasoning": "Button #1 'Get started for free' is likely the primary CTA due to its action-oriented text, encouraging users to begin using the platform. It is a common primary action for SaaS platforms."
    },
    "secondary": {
      "index": 0,
      "text": "Request a demo",
      "reasoning": "Button #0 'Request a demo' serves as a secondary action, offering an alternative way to engage with the product. It complements the primary action by targeting users who prefer a guided introduction."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "business professionals and teams"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.9,
    "overall": 0.9
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 1,
        "selectedLogoReasoning": "Selected #1 because it is visible, located in the header, links to the homepage, and matches the brand inferred from the URL and page title.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}