# Asana Brand Identity

A complete profile of **Asana**'s visual system — colors, typography, components, and personality — extracted from https://asana.com. Built for designers, agents, and AI tools.

- Page: https://characterquilt.com/branding/asana
- Machine-readable JSON: https://characterquilt.com/branding/asana.json
- Per-page llms.txt: https://characterquilt.com/branding/asana/llms.txt

## Quick Facts

| Field | Value |
|---|---|
| Primary | #151B26 |
| Accent | #FFEAEC |
| Body Font | Helvetica Neue |
| Heading Font | TWK Lausanne |

## Color Palette

- primary: #151B26
- secondary: #646F79
- accent: #FFEAEC
- background: #FFFFFF
- textPrimary: #0D0E10
- link: #222B37

## Typography

- primary: Helvetica Neue — https://fonts.google.com/specimen/Helvetica+Neue
- heading: TWK Lausanne — https://fonts.google.com/specimen/TWK+Lausanne

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20width%3D%22112%22%20height%3D%2222%22%20fill%3D%22none%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20aria-labelledby%3D%22asana-logo-title%22%20data-fc-idx%3D%220%22%3E%3Ctitle%20id%3D%22asana-logo-title%22%20style%3D%22fill%3A%20rgb(13%2C%2014%2C%2016)%20!important%3B%22%3EAsana%20Home%3C%2Ftitle%3E%3Cpath%20class%3D%22_nav_logo-link__text__2RL6n%22%20id%3D%22asana-horizontal-logo__text%22%20d%3D%22M108.202%2016.703c.067.765.679%201.739%201.74%201.739h.62a.44.44%200%200%200%20.438-.438V4.359h-.003a.437.437%200%200%200-.435-.414h-1.922a.437.437%200%200%200-.435.414h-.003v1.109c-1.178-1.452-3.035-2.055-4.897-2.055a7.667%207.667%200%200%200-7.665%207.67%207.668%207.668%200%200%200%207.665%207.672c1.862%200%203.892-.723%204.897-2.054v.002Zm-4.89-.633c-2.692%200-4.874-2.232-4.874-4.986%200-2.754%202.182-4.986%204.874-4.986%202.693%200%204.875%202.232%204.875%204.986%200%202.754-2.182%204.986-4.875%204.986ZM93.21%2017.172v-7.06c0-3.981-2.51-6.666-6.51-6.666-1.91%200-3.476%201.105-4.029%202.055-.12-.743-.513-1.523-1.735-1.523h-.622a.439.439%200%200%200-.438.438v13.646h.003c.012.23.203.414.435.414h1.923c.029%200%20.058-.004.086-.009.013-.002.024-.008.037-.011l.043-.013c.017-.008.032-.017.048-.026l.024-.013a.44.44%200%200%200%20.053-.043l.01-.007a.434.434%200%200%200%20.134-.292h.002v-8.06a3.87%203.87%200%200%201%203.868-3.871%203.87%203.87%200%200%201%203.868%203.87l.001%206.738v-.002l.002.018v1.307h.002c.013.23.203.414.435.414h1.923a.45.45%200%200%200%20.086-.009c.011-.002.022-.007.033-.01.016-.004.032-.008.047-.014.016-.007.03-.016.045-.024l.027-.015a.49.49%200%200%200%20.05-.04l.013-.01a.452.452%200%200%200%20.049-.057l.003-.004a.434.434%200%200%200%20.082-.23h.003v-.891ZM73.188%2016.703c.067.765.68%201.739%201.74%201.739h.62c.24%200%20.437-.197.437-.438V4.359h-.002a.438.438%200%200%200-.435-.414h-1.923a.438.438%200%200%200-.435.414h-.002v1.109c-1.178-1.452-3.035-2.055-4.898-2.055a7.667%207.667%200%200%200-7.664%207.67c0%204.237%203.431%207.672%207.664%207.672%201.863%200%203.892-.723%204.898-2.054v.002Zm-4.89-.633c-2.692%200-4.875-2.232-4.875-4.986%200-2.754%202.183-4.986%204.875-4.986s4.874%202.232%204.874%204.986c0%202.754-2.182%204.986-4.874%204.986ZM49.257%2014.748c1.283.89%202.684%201.322%204.03%201.322%201.283%200%202.609-.665%202.609-1.823%200-1.546-2.89-1.787-4.705-2.405-1.815-.617-3.379-1.893-3.379-3.96%200-3.163%202.816-4.47%205.444-4.47%201.665%200%203.383.55%204.497%201.338.384.29.15.625.15.625l-1.063%201.52c-.12.17-.328.318-.628.133s-1.352-.93-2.956-.93c-1.603%200-2.57.74-2.57%201.66%200%201.1%201.256%201.447%202.727%201.823%202.562.691%205.357%201.522%205.357%204.666%200%202.786-2.604%204.508-5.483%204.508-2.181%200-4.038-.622-5.596-1.766-.324-.325-.098-.627-.098-.627l1.058-1.512c.216-.282.487-.184.606-.102ZM41.866%2016.703c.068.765.68%201.739%201.74%201.739h.62a.44.44%200%200%200%20.438-.438V4.359h-.003a.437.437%200%200%200-.435-.414h-1.922a.438.438%200%200%200-.435.414h-.003v1.109c-1.178-1.452-3.035-2.055-4.897-2.055a7.668%207.668%200%200%200-7.665%207.67c0%204.237%203.432%207.672%207.665%207.672%201.862%200%203.892-.723%204.897-2.054v.002Zm-4.89-.633c-2.692%200-4.874-2.232-4.874-4.986%200-2.754%202.182-4.986%204.875-4.986%202.692%200%204.874%202.232%204.874%204.986%200%202.754-2.182%204.986-4.874%204.986Z%22%20fill%3D%22%230D0E10%22%20style%3D%22fill%3A%20rgb(105%2C%200%2C%2049)%20!important%3B%22%2F%3E%3Cpath%20class%3D%22_nav_logo-link__asana-icon__Un0sE%22%20id%3D%22asana-horizontal-logo__icon%22%20d%3D%22M18.559%2011.605a5.158%205.158%200%201%200%200%2010.317%205.158%205.158%200%200%200%200-10.317Zm-13.401.001a5.158%205.158%200%201%200%200%2010.315%205.158%205.158%200%200%200%200-10.315Zm11.858-6.448a5.158%205.158%200%201%201-10.316%200%205.158%205.158%200%200%201%2010.316%200Z%22%20fill%3D%22%23FF584A%22%20style%3D%22fill%3A%20rgb(255%2C%2088%2C%2074)%20!important%3B%22%2F%3E%3C%2Fsvg%3E
- Favicon: https://brand.asana.biz/image/upload/f_auto:image,fl_preserve_transparency/v1696462482/asana_favicon_57x57.png
- Social card (og:image): https://assets.asana.biz/m/4aecf2c7c66aa51b/original/asana-meta-coral-1x.png

## UI Components

- buttonPrimary: background=#0D0D0D, textColor=#FFFFFF, borderRadius=100px, shadow=none
- buttonSecondary: background=#FFEAEC, textColor=#690031, borderRadius=146px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: business professionals and teams

## Asana Brand in the Wild

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

- **Asana for Education Discount Program • Asana**
  - Image: https://assets.asana.biz/transform/671e36ab-0fea-4b81-bffa-c5d73fa079c6/SD040-web-nav-BellNavIcon-en-US
  - Source: https://asana.com/industry/education
- **AI Studio starter tutorial: Build a blog post request process**
  - Image: https://cc.sj-cdn.net/instructor/2608rvujpff4i-asana-academy/courses/fxkan0oobjxx/promo-image.1740790895.png
  - Source: https://academy.asana.com/ai-studio-starter-tutorial-blog-post-request-process
- **Asana-apps and -integraties • Asana**
  - Image: https://assets.asana.biz/transform/89333585-307a-44ef-b405-215d01eb4b1a/luciq
  - Source: https://asana.com/nl/apps
- **ESG at Asana • Asana, Inc.**
  - Image: https://investors.asana.com/system/files-encrypted/nasdaq_kms/inline-images/strategy-full_2.png
  - Source: https://investors.asana.com/esg/
- **The Inside Asana Blog - Company insights and updates • Asana**
  - Image: https://assets.asana.biz/m/12a8d15f8909d731/original/Maria_Blog.webp
  - Source: https://asana.com/inside-asana
- **Comics to use for training, blog... - Ask the Community - Asana Forum**
  - Image: https://us1.discourse-cdn.com/asana/original/3X/8/6/86d63dcacc16ddbf3c4959538a2e414501b6569b.jpeg
  - Source: https://forum.asana.com/t/comics-to-use-for-training-blog/96005

## 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

```json
{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Helvetica Neue",
      "role": "body"
    },
    {
      "family": "TWK Lausanne",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#151B26",
    "secondary": "#646F79",
    "accent": "#FFEAEC",
    "background": "#FFFFFF",
    "textPrimary": "#0D0E10",
    "link": "#222B37"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Helvetica Neue",
      "heading": "TWK Lausanne"
    },
    "fontStacks": {
      "heading": [
        "Ghost",
        "Helvetica Neue",
        "Helvetica",
        "sans-serif"
      ],
      "body": [
        "TWK Lausanne",
        "Helvetica Neue",
        "Helvetica",
        "sans-serif"
      ],
      "paragraph": [
        "TWK Lausanne",
        "Helvetica Neue",
        "Helvetica",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "72px",
      "h2": "60px",
      "body": "20px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "5px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#0D0D0D",
      "textColor": "#FFFFFF",
      "borderRadius": "100px",
      "borderRadiusCorners": {
        "topLeft": "100px",
        "topRight": "100px",
        "bottomRight": "100px",
        "bottomLeft": "100px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFEAEC",
      "textColor": "#690031",
      "borderRadius": "146px",
      "borderRadiusCorners": {
        "topLeft": "146px",
        "topRight": "146px",
        "bottomRight": "146px",
        "bottomLeft": "146px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20width%3D%22112%22%20height%3D%2222%22%20fill%3D%22none%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20aria-labelledby%3D%22asana-logo-title%22%20data-fc-idx%3D%220%22%3E%3Ctitle%20id%3D%22asana-logo-title%22%20style%3D%22fill%3A%20rgb(13%2C%2014%2C%2016)%20!important%3B%22%3EAsana%20Home%3C%2Ftitle%3E%3Cpath%20class%3D%22_nav_logo-link__text__2RL6n%22%20id%3D%22asana-horizontal-logo__text%22%20d%3D%22M108.202%2016.703c.067.765.679%201.739%201.74%201.739h.62a.44.44%200%200%200%20.438-.438V4.359h-.003a.437.437%200%200%200-.435-.414h-1.922a.437.437%200%200%200-.435.414h-.003v1.109c-1.178-1.452-3.035-2.055-4.897-2.055a7.667%207.667%200%200%200-7.665%207.67%207.668%207.668%200%200%200%207.665%207.672c1.862%200%203.892-.723%204.897-2.054v.002Zm-4.89-.633c-2.692%200-4.874-2.232-4.874-4.986%200-2.754%202.182-4.986%204.874-4.986%202.693%200%204.875%202.232%204.875%204.986%200%202.754-2.182%204.986-4.875%204.986ZM93.21%2017.172v-7.06c0-3.981-2.51-6.666-6.51-6.666-1.91%200-3.476%201.105-4.029%202.055-.12-.743-.513-1.523-1.735-1.523h-.622a.439.439%200%200%200-.438.438v13.646h.003c.012.23.203.414.435.414h1.923c.029%200%20.058-.004.086-.009.013-.002.024-.008.037-.011l.043-.013c.017-.008.032-.017.048-.026l.024-.013a.44.44%200%200%200%20.053-.043l.01-.007a.434.434%200%200%200%20.134-.292h.002v-8.06a3.87%203.87%200%200%201%203.868-3.871%203.87%203.87%200%200%201%203.868%203.87l.001%206.738v-.002l.002.018v1.307h.002c.013.23.203.414.435.414h1.923a.45.45%200%200%200%20.086-.009c.011-.002.022-.007.033-.01.016-.004.032-.008.047-.014.016-.007.03-.016.045-.024l.027-.015a.49.49%200%200%200%20.05-.04l.013-.01a.452.452%200%200%200%20.049-.057l.003-.004a.434.434%200%200%200%20.082-.23h.003v-.891ZM73.188%2016.703c.067.765.68%201.739%201.74%201.739h.62c.24%200%20.437-.197.437-.438V4.359h-.002a.438.438%200%200%200-.435-.414h-1.923a.438.438%200%200%200-.435.414h-.002v1.109c-1.178-1.452-3.035-2.055-4.898-2.055a7.667%207.667%200%200%200-7.664%207.67c0%204.237%203.431%207.672%207.664%207.672%201.863%200%203.892-.723%204.898-2.054v.002Zm-4.89-.633c-2.692%200-4.875-2.232-4.875-4.986%200-2.754%202.183-4.986%204.875-4.986s4.874%202.232%204.874%204.986c0%202.754-2.182%204.986-4.874%204.986ZM49.257%2014.748c1.283.89%202.684%201.322%204.03%201.322%201.283%200%202.609-.665%202.609-1.823%200-1.546-2.89-1.787-4.705-2.405-1.815-.617-3.379-1.893-3.379-3.96%200-3.163%202.816-4.47%205.444-4.47%201.665%200%203.383.55%204.497%201.338.384.29.15.625.15.625l-1.063%201.52c-.12.17-.328.318-.628.133s-1.352-.93-2.956-.93c-1.603%200-2.57.74-2.57%201.66%200%201.1%201.256%201.447%202.727%201.823%202.562.691%205.357%201.522%205.357%204.666%200%202.786-2.604%204.508-5.483%204.508-2.181%200-4.038-.622-5.596-1.766-.324-.325-.098-.627-.098-.627l1.058-1.512c.216-.282.487-.184.606-.102ZM41.866%2016.703c.068.765.68%201.739%201.74%201.739h.62a.44.44%200%200%200%20.438-.438V4.359h-.003a.437.437%200%200%200-.435-.414h-1.922a.438.438%200%200%200-.435.414h-.003v1.109c-1.178-1.452-3.035-2.055-4.897-2.055a7.668%207.668%200%200%200-7.665%207.67c0%204.237%203.432%207.672%207.665%207.672%201.862%200%203.892-.723%204.897-2.054v.002Zm-4.89-.633c-2.692%200-4.874-2.232-4.874-4.986%200-2.754%202.182-4.986%204.875-4.986%202.692%200%204.874%202.232%204.874%204.986%200%202.754-2.182%204.986-4.874%204.986Z%22%20fill%3D%22%230D0E10%22%20style%3D%22fill%3A%20rgb(105%2C%200%2C%2049)%20!important%3B%22%2F%3E%3Cpath%20class%3D%22_nav_logo-link__asana-icon__Un0sE%22%20id%3D%22asana-horizontal-logo__icon%22%20d%3D%22M18.559%2011.605a5.158%205.158%200%201%200%200%2010.317%205.158%205.158%200%200%200%200-10.317Zm-13.401.001a5.158%205.158%200%201%200%200%2010.315%205.158%205.158%200%200%200%200-10.315Zm11.858-6.448a5.158%205.158%200%201%201-10.316%200%205.158%205.158%200%200%201%2010.316%200Z%22%20fill%3D%22%23FF584A%22%20style%3D%22fill%3A%20rgb(255%2C%2088%2C%2074)%20!important%3B%22%2F%3E%3C%2Fsvg%3E",
    "favicon": "https://brand.asana.biz/image/upload/f_auto:image,fl_preserve_transparency/v1696462482/asana_favicon_57x57.png",
    "ogImage": "https://assets.asana.biz/m/4aecf2c7c66aa51b/original/asana-meta-coral-1x.png",
    "logoHref": "/?noredirect",
    "logoAlt": "Asana Home"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, and matches the brand name 'Asana' with a source URL indicating it is the main logo.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get started",
      "reasoning": "Button #0 with text 'Get started' is the primary CTA due to its action-oriented text and dark background color, which stands out as a strong call-to-action."
    },
    "secondary": {
      "index": 3,
      "text": "Marketing",
      "reasoning": "Button #3 with text 'Marketing' is selected as secondary due to its distinct red/orange background color, differentiating it from the primary button's dark color."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "business professionals and teams"
  },
  "designSystem": {
    "framework": "custom",
    "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, and matches the brand name 'Asana' with a source URL indicating it is the main logo.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```