# Obvious (fka Flatfile) Brand Identity

A complete profile of **Obvious (fka Flatfile)**'s visual system — colors, typography, components, and personality — extracted from [https://obvious.ai/](https://obvious.ai/). Built for designers, agents, and AI tools.

## Color Palette

Brand palette extracted from https://obvious.ai/.

- primary: **#3D5638**  
  rgb(61, 86, 56)  
- secondary: **#ABC9B0**  
  rgb(171, 201, 176)  
- accent: **#3D5638**  
  rgb(61, 86, 56)  
- background: **#F7F6F2**  
  rgb(247, 246, 242)  
- textPrimary: **#1C1D1B**  
  rgb(28, 29, 27)  
- link: **#354E41**  
  rgb(53, 78, 65)

## Typography

Each font links to its Google Fonts page where available.

- primary: **Booton**  
  [Google Fonts →](https://fonts.google.com/specimen/Booton)  
- heading: **Sharp Grotesk**  
  [Google Fonts →](https://fonts.google.com/specimen/Sharp+Grotesk)

```
Sharp Grotesk, Booton, ui-sans-serif, system-ui, sans-serif
```

## Visual Assets

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Favicon:

Social Card:

## UI Components

Live previews rendered using Obvious (fka Flatfile)'s actual button styles.

### Button Primary

- background: **#3D5638**  
- textColor: **#FFFFFF**  
- borderRadius: **8px**  
- shadow: none

### Button Secondary

- background: **#F7F6F2**  
- textColor: **#313130**  
- borderRadius: **12px**  
- shadow: rgba(0, 0, 0, 0.08) 0px 1px 0px -1px, rgba(0, 0, 0, 0.06) 0px 1px 1px -1px, rgba(0, 0, 0, 0.04) 0px 2px 4px -2px, rgba(0, 0, 0, 0.03) 0px 3px 6px -3px, rgba(0, 0, 0, 0.09) 0px 0px 0px 1px inset, rgba(255, 255, 255, 0.8) 0px 1px 0px 0px inset

## Brand Personality

- **Tone:** professional  
- **Energy:** medium  
- **Audience:** business professionals

## Obvious (fka Flatfile) Brand in the Wild

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

Image: [obvious-marketing-assets.s3.amazonaws.com](https://obvious-marketing-assets.s3.amazonaws.com/marketing/www/images/team-photo.jpg)  
Source: [obvious.ai](https://obvious.ai/careers)

Image: [i.ytimg.com](https://i.ytimg.com/vi/NrrTl-Fj2Lk/maxresdefault.jpg)  
Source: [obvious.ai](https://obvious.ai/blog)

Image: [obvious-marketing-assets.s3.amazonaws.com](https://obvious-marketing-assets.s3.amazonaws.com/marketing/www/images/Hero.webp)  
Source: [obvious.ai](https://obvious.ai/)

Image: [framerusercontent.com](https://framerusercontent.com/images/y9z6WdOy7Jjx5a38nATwKpVMew.png)  
Source: [obvious.ai](https://obvious.ai/whatsnew)

Image: [framerusercontent.com](https://framerusercontent.com/images/4WwzHqyx8dLt3pt8tjyC6lLyWKE.png)  
Source: [obvious.ai](https://obvious.ai/whatsnew)

Image: [obvious-marketing-assets.s3.amazonaws.com](https://obvious-marketing-assets.s3.amazonaws.com/marketing/www/images/team/craig-wattrus.jpg)  
Source: [obvious.ai](https://obvious.ai/careers)

## Frequently Asked Questions

### What is Obvious (fka Flatfile)'s primary brand color?
Obvious (fka Flatfile)'s primary brand color is **#3D5638**. It anchors the visual identity across their website, product UI, and marketing materials.

### What font does Obvious (fka Flatfile) use?
Obvious (fka Flatfile) uses **Booton** for body text and **Sharp Grotesk** for headings. Fonts were detected on [https://obvious.ai/](https://obvious.ai/) as part of their live design system.

### Does Obvious (fka Flatfile) use a light or dark theme?
Obvious (fka Flatfile)'s primary site uses a light color scheme, with a background of **#F7F6F2**.

### Where can I find Obvious (fka Flatfile)'s logo?
Obvious (fka Flatfile)'s logo is available directly on their site ([https://obvious.ai/](https://obvious.ai/)). 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://obvious.ai/](https://obvious.ai/) 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 Obvious (fka Flatfile).

## Methodology

Brand data on this page was extracted from [https://obvious.ai/](https://obvious.ai/) 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 Obvious (fka Flatfile).