Whatnot Brand Identity

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

Quick Facts

Color Palette

• primary: #FFE414
• secondary: #4285F4
• accent: #FFE414
• background: #000000
• textPrimary: #000000
• link: #1A73E8

Typography

• primary: system-ui — https://fonts.google.com/specimen/system-ui
• heading: system-ui — https://fonts.google.com/specimen/system-ui

Visual Assets

• Favicon:

UI Components

• buttonPrimary: background=#FFE414, textColor=#000000, borderColor=#000000, borderRadius=33554400px, shadow=none
• buttonSecondary: background=#000000, textColor=#000000, borderColor=#000000, borderRadius=33554400px, shadow=none

Brand Personality

Tone: modern · Energy: high · Audience: young, tech-savvy shoppers and sellers

Whatnot Brand in the Wild

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

• Whatnot TV Spot, 'You Know' - iSpot
  • Image:
  • Source: https://www.ispot.tv/ad/B4ag/whatnot-you-know
• Understanding and Using Seller Analytics – Whatnot Help Center
  • Image:
  • Source: https://help.whatnot.com/hc/en-us/articles/12231027226637-Understanding-and-Using-Seller-Analytics
• Whatnot And Live Shopping: Fashion's Product Page Becomes A Person
  • Image:
  • Source: https://www.forbes.com/sites/moinroberts-islam/2026/01/28/whatnot-and-live-shopping-fashions-product-page-becomes-a-person/
• Whatnot TV Spot, 'Brands You Love' - iSpot
  • Image:
  • Source: https://www.ispot.tv/ad/B0Xz/whatnot-brands-you-love
• Whatnot How To Report A User & How We Investigate : r/whatnotapp
  • Image:
  • Source: https://www.reddit.com/r/whatnotapp/comments/1csvskl/whatnot_how_to_report_a_user_how_we_investigate/
• Whatnot: Shop, Sell, Connect
  • Image:
  • Source: https://www.whatnot.com/?srsltid=AfmBOopDIHyUBWDL7_DxW7MAFOV1qZqxKMj8HmkXOCXdG76pkAl48dze

Working with these fonts

Not found on Google Fonts? Here’s a suggested 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 to capture font URLs.
4. For each captured font URL, right-click → Save As to download the file locally.
5. Rewrite each src: url(...) to point to your local file path.

Machine-Readable Profile

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "system-ui",
      "count": 46
    },
    {
      "family": "sans-serif",
      "count": 46
    },
    {
      "family": "Apple Color Emoji",
      "count": 46
    },
    {
      "family": "Segoe UI Emoji",
      "count": 46
    },
    {
      "family": "Segoe UI Symbol",
      "count": 46
    },
    {
      "family": "Noto Color Emoji",
      "count": 46
    }
  ],
  "colors": {
    "primary": "#FFE414",
    "secondary": "#4285F4",
    "accent": "#FFE414",
    "background": "#000000",
    "textPrimary": "#000000",
    "link": "#1A73E8"
  },
  "typography": {
    "fontFamilies": {
      "primary": "system-ui",
      "heading": "system-ui"
    },
    "fontStacks": {
      "body": [
        "system-ui",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ],
      "heading": [
        "system-ui",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ],
      "paragraph": [
        "system-ui",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ]
    },
    "fontSizes": {
      "h1": "52px",
      "h2": "52px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 8,
    "borderRadius": "6px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#FFE414",
      "textColor": "#000000",
      "borderColor": "#000000",
      "borderRadius": "33554400px",
      "borderRadiusCorners": {
        "topLeft": "33554400px",
        "topRight": "33554400px",
        "bottomRight": "33554400px",
        "bottomLeft": "33554400px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#000000",
      "textColor": "#000000",
      "borderColor": "#000000",
      "borderRadius": "33554400px",
      "borderRadiusCorners": {
        "topLeft": "33554400px",
        "topRight": "33554400px",
        "bottomRight": "33554400px",
        "bottomLeft": "33554400px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": null,
    "favicon": "https://www.whatnot.com/apple-touch-icon.png",
    "ogImage": null
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "How it works",
      "reasoning": "Button #1 has a vibrant brand color background (#FFE414), which is typically used for primary CTAs. The text 'How it works' suggests an introductory action, making it a strong candidate for primary CTA."
    },
    "secondary": {
      "index": 0,
      "text": "Sign up",
      "reasoning": "Button #0 has a different background color (#000000) and the text 'Sign up', which is a common secondary action. It complements the primary CTA by offering a direct action after learning 'How it works'."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "high",
    "targetAudience": "young, tech-savvy shoppers and sellers"
  },
  "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
    }
  }
}