Prefect Brand Identity

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

Quick Facts

Color Palette

• primary: #FFFFFF
• accent: #FAFAFA
• background: #0A0A0A
• textPrimary: #0A0A0A
• link: #FFFFFF

Typography

• primary: Geist — https://fonts.google.com/specimen/Geist
• heading: Geist — https://fonts.google.com/specimen/Geist

Visual Assets

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

UI Components

• buttonPrimary: background=#FAFAFA, textColor=#0A0A0A, borderRadius=6px, shadow=none
• buttonSecondary: background=transparent, textColor=#FAFAFA, borderColor=#232323, borderRadius=6px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: developers and tech professionals

Prefect Brand in the Wild

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

• Index - Prefect
  • Image:
  • Source: https://docs.prefect.io/integrations/
• Prefect Blog
  • Image:
  • Source: https://www.prefect.io/blog
• Orchestrating Event Driven Serverless Data Pipelines
  • Image:
  • Source: https://www.prefect.io/blog/orchestrating-event-driven-serverless-data-pipelines-prefect-pulumi-aws
• Prefect Blog
  • Image:
  • Source: https://www.prefect.io/blog
• Hey folks wave I m getting these warnings while running test Prefect Community #prefect-contributors-archived
  • Image:
  • Source: https://linen.prefect.io/t/8808340/hey-folks-wave-i-m-getting-these-warnings-while-running-test
• Prefect Blog
  • Image:
  • Source: https://www.prefect.io/blog

Working with these fonts

Not found on Google Fonts? Follow this flow if you have permission to use the fonts:

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 (pricing, blog, etc.).
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.

Programmatic alternative: load the URL with Playwright or Puppeteer, and listen for response events whose Content-Type starts with font/.

Machine-Readable Profile

{
 "colorScheme": "dark",
 "fonts": [
  {
   "family": "Geist",
   "role": "unknown"
  },
  {
   "family": "Articulat CF",
   "role": "unknown"
  }
 ],
 "colors": {
  "primary": "#FFFFFF",
  "accent": "#FAFAFA",
  "background": "#0A0A0A",
  "textPrimary": "#0A0A0A",
  "link": "#FFFFFF"
 },
 "typography": {
  "fontFamilies": {
   "primary": "Geist",
   "heading": "Geist"
  },
  "fontStacks": {
   "heading": [
    "Articulat CF",
    "system-ui",
    "sans-serif"
   ],
   "body": [
    "Geist"
   ],
   "paragraph": [
    "Geist"
   ]
  },
  "fontSizes": {
   "h1": "64px",
   "h2": "18px",
   "body": "12px"
  }
 },
 "spacing": {
  "baseUnit": 6,
  "borderRadius": "3px"
 },
 "components": {
  "buttonPrimary": {
   "background": "#FAFAFA",
   "textColor": "#0A0A0A",
   "borderRadius": "6px",
   "borderRadiusCorners": {
    "topLeft": "6px",
    "topRight": "6px",
    "bottomRight": "6px",
    "bottomLeft": "6px"
   },
   "shadow": "none"
  },
  "buttonSecondary": {
   "background": "transparent",
   "textColor": "#FAFAFA",
   "borderColor": "#232323",
   "borderRadius": "6px",
   "borderRadiusCorners": {
    "topLeft": "6px",
    "topRight": "6px",
    "bottomRight": "6px",
    "bottomLeft": "6px"
   },
   "shadow": "none"
  }
 },
 "images": {
  "logo": "https://www.prefect.io/_next/image?url=%2Fwordmark.png&w=256&q=75&dpl=dpl_8Tah3nsyJoVo1zdy7HuiGorvMk2m",
  "favicon": "https://www.prefect.io/favicon.ico?favicon.09a45e64.ico",
  "ogImage": "https://www.prefect.io/og/home.png",
  "logoHref": "/",
  "logoAlt": "Prefect"
 },
 "__llm_logo_reasoning": {
  "selectedIndex": 4,
  "reasoning": "Selected #4 because it is visible, medium-sized, located in the header, and links to the homepage. The alt text matches the brand name 'Prefect', confirming it as the main brand logo.",
  "confidence": 0.95,
  "source": "llm"
 },
 "__llm_button_reasoning": {
  "primary": {
   "index": 3,
   "text": "Try Prefect Cloud",
   "reasoning": "Button #3 has a light background (#FAFAFA) with contrasting text, making it stand out as a primary CTA. The text 'Try Prefect Cloud' is action-oriented, encouraging users to engage with the product."
  },
  "secondary": {
   "index": 2,
   "text": "Try Horizon",
   "reasoning": "Button #2 has a transparent background, making it suitable as a secondary button. The text 'Try Horizon' suggests an alternative action, complementing the primary CTA."
  },
  "confidence": 0.9
 },
 "personality": {
  "tone": "professional",
  "energy": "medium",
  "targetAudience": "developers and tech professionals"
 },
 "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": 4,
    "selectedLogoReasoning": "Selected #4 because it is visible, medium-sized, located in the header, and links to the homepage. The alt text matches the brand name 'Prefect', confirming it as the main brand logo.",
    "confidence": 0.95
   }
  },
  "buttonClassification": {
   "llmCalled": true,
   "llmSucceeded": true
  }
 }
}