Thesis Brand Identity

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

Quick Facts

Color Palette

• primary: #F9E8C8
• secondary: #F9ECD4
• accent: #000000
• background: #FAFAF7
• textPrimary: #000000
• link: #E7EEF7

Typography

• primary: Inter — https://fonts.google.com/specimen/Inter
• heading: Crimson Text — https://fonts.google.com/specimen/Crimson+Text

Visual Assets

• Favicon: https://thesislabs.ai/favicon.ico?favicon.0e7e8eca.ico

UI Components

• buttonPrimary: background=#000000, textColor=#FAFAF7, borderRadius=9999px, shadow=none
• buttonSecondary: background=#FFFFFF, textColor=#000000, borderColor=#E1E1DE, borderRadius=9999px, shadow=none

Brand Personality

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

Thesis Brand in the Wild

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

• Thesis
  • Image:
  • Source: https://thesislabs.ai/
• Thesis
  • Image:
  • Source: https://thesislabs.ai/
• Thesis
  • Image:
  • Source: https://thesislabs.ai/
• Thesis
  • Image:
  • Source: https://thesislabs.ai/
• Thesis
  • Image:
  • Source: https://thesislabs.ai/

Working with these fonts

Not found on Google Fonts?

CharacterQuilt.com suggests this flow:

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.

Only do this if you have permission to use the brand assets.

Machine-Readable Profile

{
 "colorScheme": "light",
 "fonts": [
  {
   "family": "Inter",
   "role": "body"
  },
  {
   "family": "JetBrains Mono",
   "role": "monospace"
  },
  {
   "family": "Crimson Text",
   "role": "heading"
  }
 ],
 "colors": {
  "primary": "#F9E8C8",
  "secondary": "#F9ECD4",
  "accent": "#000000",
  "background": "#FAFAF7",
  "textPrimary": "#000000",
  "link": "#E7EEF7"
 },
 "typography": {
  "fontFamilies": {
   "primary": "Inter",
   "heading": "Crimson Text"
  },
  "fontStacks": {
   "heading": [
    "Crimson Text",
    "serif"
   ],
   "body": [
    "Inter"
   ],
   "paragraph": [
    "Inter"
   ]
  },
  "fontSizes": {
   "h1": "88px",
   "h2": "64px",
   "body": "20px"
  }
 },
 "spacing": {
  "baseUnit": 4,
  "borderRadius": "5px"
 },
 "components": {
  "buttonPrimary": {
   "background": "#000000",
   "textColor": "#FAFAF7",
   "borderRadius": "9999px",
   "borderRadiusCorners": {
    "topLeft": "9999px",
    "topRight": "9999px",
    "bottomRight": "9999px",
    "bottomLeft": "9999px"
   },
   "shadow": "none"
  },
  "buttonSecondary": {
   "background": "#FFFFFF",
   "textColor": "#000000",
   "borderColor": "#E1E1DE",
   "borderRadius": "9999px",
   "borderRadiusCorners": {
    "topLeft": "9999px",
    "topRight": "9999px",
    "bottomRight": "9999px",
    "bottomLeft": "9999px"
   },
   "shadow": "none"
  }
 },
 "images": {
  "logo": null,
  "favicon": "https://thesislabs.ai/favicon.ico?favicon.0e7e8eca.ico",
  "ogImage": null
 },
 "__llm_button_reasoning": {
  "primary": {
   "index": 1,
   "text": "Download for Linux→",
   "reasoning": "Button #1, 'Download for Linux→', has a dark background (#000000) which stands out as a strong call-to-action. The text is action-oriented, encouraging users to download, which is a primary action for the site."
  },
  "secondary": {
   "index": 0,
   "text": "Book a Demo",
   "reasoning": "Button #0, 'Book a Demo', has a light background (#FFFFFF) and serves as a secondary action, offering users an alternative engagement option."
  },
  "confidence": 0.95
 },
 "personality": {
  "tone": "modern",
  "energy": "medium",
  "targetAudience": "tech-savvy professionals"
 },
 "designSystem": {
  "framework": "tailwind",
  "componentLibrary": ""
 },
 "confidence": {
  "buttons": 0.95,
  "colors": 0.9,
  "overall": 0.925
 },
 "__llm_metadata": {
  "logoSelection": {
   "llmCalled": false,
   "llmSucceeded": false,
   "finalSource": "none"
  },
  "buttonClassification": {
   "llmCalled": true,
   "llmSucceeded": true
  }
 }
}