Rootly Brand Identity

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

Quick Facts

Color Palette

• primary: #8D6FDE
• secondary: #EBE5FF
• accent: #E9E8EB
• background: #FFFFFF
• textPrimary: #100F12
• link: #F0EBFE

Typography

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

Visual Assets

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

UI Components

• input: background=transparent, textColor=#4A3E8A, borderColor=null, borderRadius=1920px, shadow=none
• buttonPrimary: background=#E9E8EB, textColor=#100F12, borderRadius=20.2px, shadow=none
• buttonSecondary: background=#100F12, textColor=#FFFFFF, borderRadius=20.2px, shadow=none

Brand Personality

Tone: modern · Energy: medium · Audience: tech-savvy professionals

Rootly Brand in the Wild

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

• Rootly | Remote Team Rotations: On-Call Across Timezones
  • Image:
  • Source: Remote Team Rotations
• Rootly | New Blog Series: RescueOps
  • Image:
  • Source: New Blog Series
• Rootly | Practical Guide to SRE: Incident Severity Levels
  • Image: .jpeg)
  • Source: Incident Severity Levels
• Rootly | Blog
  • Image:
  • Source: Rootly Blog
• Rootly | Rootly Announces $3.2 Million in Seed Funding from XYZ Venture Capital, 8VC, & Y Combinator
  • Image: .png)
  • Source: Seed Funding Announcement

Working with these fonts

Not found on Google Fonts? Follow the suggested 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 to capture the font URLs.
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.

Machine-Readable Profile

{
"colorScheme": "light",
"fonts": [
    {
        "family": "Ppmori",
        "role": "unknown"
    },
    {
        "family": "Arial",
        "role": "body"
    }
],
"colors": {
    "primary": "#8D6FDE",
    "secondary": "#EBE5FF",
    "accent": "#E9E8EB",
    "background": "#FFFFFF",
    "textPrimary": "#100F12",
    "link": "#F0EBFE"
},
"typography": {
    "fontFamilies": {
        "primary": "Arial",
        "heading": "Arial"
    },
    "fontStacks": {
        "heading": [
            "Ppmori",
            "Arial",
            "sans-serif"
        ],
        "body": [
            "Ppmori",
            "Arial",
            "sans-serif"
        ],
        "paragraph": [
            "Ppmori",
            "Arial",
            "sans-serif"
        ]
    },
    "fontSizes": {
        "h1": "60.6px",
        "h2": "36.36px",
        "body": "16.16px"
    }
},
"spacing": {
    "baseUnit": 4,
    "borderRadius": "24px"
},
"components": {
    "input": {
        "background": "transparent",
        "textColor": "#4A3E8A",
        "borderColor": null,
        "borderRadius": "1920px",
        "borderRadiusCorners": {
            "topLeft": "1920px",
            "topRight": "1920px",
            "bottomRight": "1920px",
            "bottomLeft": "1920px"
        },
        "shadow": "none"
    },
    "buttonPrimary": {
        "background": "#E9E8EB",
        "textColor": "#100F12",
        "borderRadius": "20.2px",
        "borderRadiusCorners": {
            "topLeft": "20.2px",
            "topRight": "20.2px",
            "bottomRight": "20.2px",
            "bottomLeft": "20.2px"
        },
        "shadow": "none"
    },
    "buttonSecondary": {
        "background": "#100F12",
        "textColor": "#FFFFFF",
        "borderRadius": "20.2px",
        "borderRadiusCorners": {
            "topLeft": "20.2px",
            "topRight": "20.2px",
            "bottomRight": "20.2px",
            "bottomLeft": "20.2px"
        },
        "shadow": "none"
    }
},
"images": {
    "logo": "https://cdn.prod.website-files.com/65eb28a668c15a253c5417a6/65eea312675af0c080b3abad_cd27b62cced1110f8b0c1823e10a0610_rootly-logo-min.svg",
    "favicon": "https://cdn.prod.website-files.com/65eb28a668c15a253c5417a6/6914d3cdf2b405d3d668acfc_rootly-favicon.svg",
    "ogImage": "https://cdn.prod.website-files.com/65eb28a668c15a253c5417a6/68d2c0bdaefe4bc653d26500_OG%20Image.avif",
    "logoHref": "/"
},
"personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "tech-savvy professionals"
},
"designSystem": {
    "framework": "custom",
    "componentLibrary": ""
}
}