posthog.json

PostHog Brand Identity

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

Quick Facts

Field Value
Primary #E1D7C2
Accent #CD8407
Body Font IBM Plex Sans
Heading Font IBM Plex Sans

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Tone: modern · Energy: medium · Audience: product engineers and developers

PostHog 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": "IBM Plex Sans",
      "role": "body"
    },
    {
      "family": "Ubuntu",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#E1D7C2",
    "secondary": "#F5E2B2",
    "accent": "#CD8407",
    "background": "#E1D7C2",
    "textPrimary": "#4D4F46",
    "link": "#E3DFD1"
  },
  "typography": {
    "fontFamilies": {
      "primary": "IBM Plex Sans",
      "heading": "IBM Plex Sans"
    },
    "fontStacks": {
      "heading": [
        "IBM Plex Sans",
        "-apple-system",
        "BlinkMacSystemFont",
        "avenir next",
        "avenir",
        "segoe ui",
        "helvetica neue",
        "helvetica",
        "Ubuntu",
        "roboto",
        "noto",
        "arial",
        "sans-serif"
      ],
      "body": [
        "IBM Plex Sans",
        "-apple-system",
        "BlinkMacSystemFont",
        "avenir next",
        "avenir",
        "segoe ui",
        "helvetica neue",
        "helvetica",
        "Ubuntu",
        "roboto",
        "noto",
        "arial",
        "sans-serif"
      ],
      "paragraph": [
        "IBM Plex Sans",
        "-apple-system",
        "BlinkMacSystemFont",
        "avenir next",
        "avenir",
        "segoe ui",
        "helvetica neue",
        "helvetica",
        "Ubuntu",
        "roboto",
        "noto",
        "arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "16px",
      "h2": "16px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#CD8407",
      "textColor": "#23251D",
      "borderColor": "#B17816",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://res.cloudinary.com/dmukukwp6/image/upload/doc_2fa451a8e4.png",
    "favicon": "https://posthog.com/favicon-32x32.png?v=6e5ac8d4a5b381b5caa29396fbf7c955",
    "ogImage": "https://posthog.com/images/og/default.png",
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is located in the header, links to the homepage, and is visible. It matches the brand inferred from the URL and page title, 'PostHog'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get started – free",
      "reasoning": "The button 'Get started – free' has a vibrant orange background (#CD8407), which is a strong indicator of a primary CTA. The text is action-oriented, encouraging users to begin using the service."
    },
    "secondary": {
      "index": -1,
      "text": "N/A",
      "reasoning": "There is only one button detected, so no secondary button is available with a different color."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "product engineers and developers"
  },
  "designSystem": {
    "framework": "tailwind",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.9,
    "overall": 0.9
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 0,
        "selectedLogoReasoning": "Selected #0 because it is located in the header, links to the homepage, and is visible. It matches the brand inferred from the URL and page title, 'PostHog'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}