sanity.json

Sanity Brand Identity

A complete profile of Sanity's visual system — colors, typography, components, and personality — extracted from https://www.sanity.io/. Built for designers, agents, and AI tools.

Quick Facts

Field Value
Primary #FF4100
Accent #FF4100
Body Font Waldenburg
Heading Font Waldenburg

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Tone: modern · Energy: high · Audience: developers and tech companies

Sanity 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": "Waldenburg",
      "role": "body"
    },
    {
      "family": "IBM Plex Mono",
      "role": "monospace"
    }
  ],
  "colors": {
    "primary": "#FF4100",
    "secondary": "#CCD6DD",
    "accent": "#FF4100",
    "background": "#FFFFFF",
    "textPrimary": "#0B0B0B",
    "link": "#0052EF"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Waldenburg",
      "heading": "Waldenburg"
    },
    "fontStacks": {
      "heading": [
        "Waldenburg",
        "ui-sans-serif",
        "system-ui",
        "sans-serif"
      ],
      "body": [
        "Waldenburg",
        "ui-sans-serif",
        "system-ui",
        "sans-serif"
      ],
      "paragraph": [
        "ibmPlexMono",
        "ibmPlexMono Fallback",
        "ui-monospace",
        "monospace"
      ]
    },
    "fontSizes": {
      "h1": "112px",
      "h2": "72px",
      "body": "10px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "5px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#B9B9B9",
      "borderColor": null,
      "borderRadius": "3px",
      "borderRadiusCorners": {
        "topLeft": "3px",
        "topRight": "3px",
        "bottomRight": "3px",
        "bottomLeft": "3px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#FF4100",
      "textColor": "#0B0B0B",
      "borderColor": "#FF4100",
      "borderRadius": "99999px",
      "borderRadiusCorners": {
        "topLeft": "99999px",
        "topRight": "99999px",
        "bottomRight": "99999px",
        "bottomLeft": "99999px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#0B0B0B",
      "textColor": "#FFFFFF",
      "borderColor": "#0B0B0B",
      "borderRadius": "99999px",
      "borderRadiusCorners": {
        "topLeft": "99999px",
        "topRight": "99999px",
        "bottomRight": "99999px",
        "bottomLeft": "99999px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20height%3D%2235%22%20viewBox%3D%220%200%20280%20102%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20class%3D%22mt-px%20h-%5B31px%5D%20w-auto%20text-fg-base%20transition-colors%22%20fill%3D%22none%22%20data-fc-idx%3D%220%22%3E%3Ctitle%20style%3D%22fill%3A%20none%20!important%3B%22%3ESanity%3C%2Ftitle%3E%3Cg%20style%3D%22fill%3A%20none%20!important%3B%22%3E%3Cpath%20d%3D%22M29.067%2034.736c-7.425-5.729-14.943-10.163-14.943-16.627%200-3.882%203.35-7.852%207.968-7.852%208.33%200%2013.22%208.869%2018.021%2019.955H43.1v-25.5H22.27C5.074%204.711%200%2015.337%200%2023.648c0%2010.904%209.144%2017.368%2019.105%2024.943%206.976%205.264%2012.862%2010.163%2012.862%2015.798%200%206.099-4.076%209.61-9.236%209.61-5.523%200-13.674-7.393-19.376-22.726H.363v28.272h23.815c14.672%200%2022.005-11.828%2022.276-21.344.364-11.086-9.327-17.274-17.387-23.466Zm65.11%2036.03V40.922c0-12.933-7.88-16.35-19.29-16.35H54.602l.092%2021.061h3.35c3.533-8.963%208.601-15.52%2014.037-15.52%204.71%200%206.883%204.157%206.883%208.498v4.064C71.36%2047.293%2050.98%2051.175%2050.98%2065.22c0%208.129%205.523%2014.874%2013.583%2014.874%206.975%200%2011.864-4.617%2014.308-10.069.455%204.529%203.258%209.516%209.87%209.516h10.412v-4.064c-3.35%200-4.981-2.311-4.981-4.71h.005Zm-15.485-23.28v18.662c-1.447%202.123-3.804%204.528-6.52%204.528-3.805%200-6.249-2.958-6.249-8.869%200-6.745%208.965-11.086%2012.77-14.32ZM229.65%2030.395c2.081%200%204.255.277%205.344%202.864l18.384%2046.375c-3.534%208.222-9.599%209.516-20.466%206.099v16.262c5.523%200%2010.596.094%2011.865-.277%207.154-2.123%2011.501-16.444%2013.49-21.985l15.577-42.958c1.718-4.71%203.17-8.128%206.157-8.128v-4.064h-16.753v4.064c5.707%200%207.333%203.047%204.526%2011.27l-6.792%2018.755-8.693-22.82c-1.995-4.434-.905-7.205%203.257-7.205v-4.064h-43.104V6.1h-3.984c-1.176%206.281-7.789%2018.479-18.748%2018.479v4.064h7.063v37.97c0%206.376%202.081%2013.763%2014.216%2013.763h18.835V59.313h-3.079c-1.36%204.9-4.439%2014.692-10.504%2014.692-3.349%200-3.805-3.788-3.805-6.834V30.395H229.649Zm-46.276%2040.37V24.573h-20.644v4.064c3.533%200%205.073%202.217%205.073%204.805v37.323c-.179%202.494-1.811%204.711-5.073%204.711v4.064h26.08v-4.064c-2.536%200-5.252-2.311-5.431-4.71h-.005Zm-59.673%200%20.092-31.595c2.173-2.958%204.438-5.54%208.238-5.54s5.707%203.046%205.707%206.834v30.301c0%202.4-1.631%204.711-4.981%204.711v4.064h25.718v-4.064c-3.258%200-4.889-2.588-4.889-4.71V39.17c0-9.886-4.618-15.703-13.767-15.703-7.604%200-12.406%205.175-16.026%2010.622v-9.516h-21.279v4.064c3.804%200%205.344%202.587%205.344%204.805v37.323c0%202.4-1.632%204.711-4.981%204.711v4.064h25.717v-4.064c-3.257%200-4.888-2.588-4.888-4.71h-.005Zm50.622-51.92c5.794%200%209.42-4.159%209.42-9.517S180.121%200%20174.322%200c-5.799%200-9.507%203.97-9.507%209.328%200%205.358%203.892%209.516%209.507%209.516Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3C%2Fg%3E%3C%2Fsvg%3E",
    "favicon": "https://www.sanity.io/static/images/favicons/android-icon-192x192.png?v=2",
    "ogImage": "https://cdn.sanity.io/images/3do82whm/next/f21df064721ee7867372278bcbd0de4b512de556-1200x630.png",
    "logoHref": "/",
    "logoAlt": "Sanity"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Sanity'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get started nowGet started now",
      "reasoning": "Button #0 has a vibrant brand color (#FF4100) and action-oriented text 'Get started now', making it the primary CTA."
    },
    "secondary": {
      "index": 1,
      "text": "Contact sales",
      "reasoning": "Button #3 has a different background color (#0B0B0B) and a secondary action 'Contact sales', suitable as a secondary CTA."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "high",
    "targetAudience": "developers and tech companies"
  },
  "designSystem": {
    "framework": "tailwind",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.95,
    "colors": 0.9,
    "overall": 0.925
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 0,
        "selectedLogoReasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Sanity'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}