Kita Brand Identity

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

Quick Facts

Color Palette

• primary: #418D62
• secondary: #15241C
• accent: #E7E7E7
• background: #0A0A0A
• textPrimary: #FFFFFF
• link: #1B3124

Typography

• primary: Public Sans — https://fonts.google.com/specimen/Public+Sans
• heading: DM Serif Display — https://fonts.google.com/specimen/DM+Serif+Display

Visual Assets

• Logo: https://www.usekita.com/Group_14-1.png
• Favicon: https://www.usekita.com/favicon.ico

UI Components

• buttonPrimary: background=#E7E7E7, textColor=#171717, borderRadius=9999px, shadow=rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 10px 15px -3px, rgba(0, 0, 0, 0.1) 0px 4px 6px -4px
• buttonSecondary: background=#0A0A0A, textColor=#FFFFFF, borderColor=#545454, borderRadius=9999px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: financial institutions in emerging markets

Kita Brand in the Wild

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

• Kita Capture
  • Image: https://portal.usekita.com/Favicon.png
  • Source: https://portal.usekita.com/
• Kita | Document intelligence for lending in emerging markets
  • Image: https://www.usekita.com/Group_14-1.png
  • Source: https://www.usekita.com/
• Kita | Document intelligence for lending in emerging markets
  • Image: https://www.usekita.com/Group_14.png
  • Source: https://www.usekita.com/
• Kita Kita: Creating Space for Connection through Employee Resource Groups
  • Image: https://i.ytimg.com/vi/4ukaWAl_dYE/hq720.jpg?sqp=-oaymwEhCK4FEIIDSFryq4qpAxMIARUAAAAAGAElAADIQj0AgKJD&r=AOn4CLDMvoaTjuafg_WFjvIwrKhGN_8Gnw
  • Source: https://www.youtube.com/watch?v=4ukaWAl_dYE
• New report: Are carbon credits the next billion-dollar insurance market? — Kita
  • Image: https://images.squarespace-cdn.com/content/v1/61b1112b32e4550980845d3b/1707143354144-QO4IHKO23DAA8QQP92AL/Asset+137%405x+%283%29.png
  • Source: https://www.kita.earth/blog/are-carbon-credits-the-next-billion-dollar-insurance-market
• Medis Kita - Multilingual Healthcare Template, Websites, UX and UI Kits ft. healthcare & clinic - Envato
  • Image: https://elements-resized.envatousercontent.com/elements-cover-images/e6ec53e4-fa17-454e-a9fa-cdb6949fc8dd?w=433&cf_fit=scale-down&q=85&format=auto&s=e1975ee26973d534cbc3f44f4151adbed8e29ecd46cfaaa9f1a16cb3575e6813
  • Source: https://elements.envato.com/medis-kita-multilingual-healthcare-template-YSTPBMJ?srsltid=AfmBOopOeoqs3ecFbHLfG03mgWzBX0Su_oXxSYdu8vTLSeddwRrxQTqO

Working with these fonts

Not found on Google 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.

Machine-Readable Profile

{
 "colorScheme": "dark",
 "fonts": [
 {"family": "Public Sans","role": "body"},
 {"family": "DM Serif Display","role": "heading"}
 ],
 "colors": {
 "primary": "#418D62",
 "secondary": "#15241C",
 "accent": "#E7E7E7",
 "background": "#0A0A0A",
 "textPrimary": "#FFFFFF",
 "link": "#1B3124"
 },
 "typography": {
 "fontFamilies": {
 "primary": "Public Sans",
 "heading": "DM Serif Display"
 },
 "fontStacks": {
 "heading": ["DM Serif Display", "Georgia", "serif"],
 "body": ["Public Sans", "Arial", "sans-serif"],
 "paragraph": ["Public Sans", "Arial", "sans-serif"]
 },
 "fontSizes": {
 "h1": "64.8px",
 "h2": "43.2px",
 "body": "16.2px"
 }
 },
 "spacing": {
 "baseUnit": 12,
 "borderRadius": "0px"
 },
 "components": {
 "buttonPrimary": {
 "background": "#E7E7E7",
 "textColor": "#171717",
 "borderRadius": "9999px",
 "borderRadiusCorners": {"topLeft": "9999px","topRight": "9999px","bottomRight": "9999px","bottomLeft": "9999px"},
 "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 10px 15px -3px, rgba(0, 0, 0, 0.1) 0px 4px 6px -4px"
 },
 "buttonSecondary": {
 "background": "#0A0A0A",
 "textColor": "#FFFFFF",
 "borderColor": "#545454",
 "borderRadius": "9999px",
 "borderRadiusCorners": {"topLeft": "9999px","topRight": "9999px","bottomRight": "9999px","bottomLeft": "9999px"},
 "shadow": "none"
 }
 },
 "images": {
 "logo": "https://www.usekita.com/Group_14-1.png",
 "favicon": "https://www.usekita.com/favicon.ico",
 "ogImage": null,
 "logoHref": "/",
 "logoAlt": "Kita Logo"
 },
 "personality": {
 "tone": "professional",
 "energy": "medium",
 "targetAudience": "financial institutions in emerging markets"
 },
 "designSystem": {
 "framework": "tailwind",
 "componentLibrary": ""
 },
 "confidence": {
 "buttons": 0.9,
 "colors": 0.9,
 "overall": 0.9
 }
}