slate.json

Slate Brand Identity

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

Quick Facts

Field Value
Primary #FF4F00
Accent #FF4F00
Body Font Slate General Font
Heading Font Slate General Font

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Tone: modern · Energy: medium · Audience: tech-savvy consumers interested in electric vehicles

Slate 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": "dark",
  "fonts": [
    {
      "family": "Slate General Font",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#FF4F00",
    "secondary": "#222C3C",
    "accent": "#FF4F00",
    "background": "#262626",
    "textPrimary": "#262626",
    "link": "#FA4E02"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Slate General Font",
      "heading": "Slate General Font"
    },
    "fontStacks": {
      "heading": [
        "__slateGeneralFont_216559",
        "__slateGeneralFont_Fallback_216559"
      ],
      "body": [
        "__slateGeneralFont_216559",
        "__slateGeneralFont_Fallback_216559"
      ],
      "paragraph": [
        "__slateGeneralFont_216559",
        "__slateGeneralFont_Fallback_216559"
      ]
    },
    "fontSizes": {
      "h1": "80px",
      "h2": "48px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "3px"
  },
  "components": {
    "input": {
      "background": "#FFFFFF",
      "textColor": "#050505",
      "borderColor": "#535353",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#262626",
      "textColor": "#F9F9F9",
      "borderColor": "#FF4F00",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#535353",
      "textColor": "#CFCFCF",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://images.ctfassets.net/20dhmw20vttc/4CeH3VxRJDo6Q2JqrpMeD7/7d7b22d292c04817010907dd45370840/Logo.svg?w=640&q=100",
    "favicon": "https://www.slate.auto/apple-icon.png?0914f279f2906c47",
    "ogImage": "https://images.ctfassets.net/20dhmw20vttc/3ExGHgsfJNJ8d4yh0w5ocN/d2c0ed3e1738d6eed1d24e97d39a899d/Studio_60_Front_Three_Quarter_Truck__Driver_Side-HK-Fix.jpg",
    "logoHref": "/",
    "logoAlt": "Slate Logo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and the alt text matches the brand name 'Slate'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "SIGN UP NOW",
      "reasoning": "Button #0 ('SIGN UP NOW') is selected as the primary CTA due to its action-oriented text and the presence of a vibrant border color (#FF4F00), which aligns with the brand's accent color."
    },
    "secondary": {
      "index": 2,
      "text": "Reserve For $50Need help finding available incentives? Start here.",
      "reasoning": "Button #3 ('Reserve For $50Need help finding available incentives? Start here.') is selected as the secondary CTA because it has a different background color (#535353) and serves a supportive role with informative text."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "tech-savvy consumers interested in electric vehicles"
  },
  "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 visible, located in the header, links to the homepage, and the alt text matches the brand name 'Slate'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}