# Checkr Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #009BB5 |
| Accent | #001730 |
| Body Font | National 2 |
| Heading Font | National 2 Narrow |

## Color Palette

- primary: #009BB5
- secondary: #334559
- accent: #001730
- background: #FFFFFF
- textPrimary: #001730
- link: #001730

## Typography

- primary: National 2 — https://fonts.google.com/specimen/National+2
- heading: National 2 Narrow — https://fonts.google.com/specimen/National+2+Narrow

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20width%3D%2290%22%20height%3D%2222%22%20viewBox%3D%220%200%2090%2022%22%20fill%3D%22none%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20class%3D%22defaultLogo%22%20data-fc-idx%3D%220%22%3E%3Cpath%20d%3D%22M40.1212%205.04346C35.613%205.04346%2032.2576%208.48124%2032.2576%2013.0512C32.2576%2017.6006%2035.6542%2021.059%2040.1212%2021.059C43.2503%2021.059%2045.8852%2019.3916%2047.2027%2016.7155L43.312%2015.6862C42.6739%2016.736%2041.5211%2017.3948%2040.1212%2017.3948C38.1244%2017.3948%2036.7658%2016.2626%2036.4158%2014.1834H47.9026C47.9438%2013.7923%2047.9849%2013.3806%2047.9849%2012.9895C47.9849%208.64593%2044.7942%205.04346%2040.1212%205.04346ZM36.5188%2011.4044C36.9922%209.61345%2038.2891%208.543%2040.1212%208.543C41.9534%208.543%2043.2914%209.55169%2043.8678%2011.4044H36.5188Z%22%20fill%3D%22%23009BB5%22%20style%3D%22fill%3A%20rgb(0%2C%20155%2C%20181)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M16.7155%2020.6473H20.812V12.6807C20.812%2010.2104%2022.1707%208.72827%2024.2087%208.72827C26.0614%208.72827%2026.8642%209.86048%2026.8642%2012.1249V20.6473H30.9607V11.425C30.9607%207.5549%2028.8198%205.10522%2025.382%205.10522C23.5705%205.10522%2021.9442%205.78454%2020.7915%206.87557V0H16.7155%22%20fill%3D%22%23009BB5%22%20style%3D%22fill%3A%20rgb(0%2C%20155%2C%20181)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M79.1102%205.47576H74.3755L69.8261%2012.2072V0H65.7296V20.6473H69.8261V13.3806L74.6843%2020.6473H79.6454L73.9638%2012.7013L79.1102%205.47576Z%22%20fill%3D%22%23009BB5%22%20style%3D%22fill%3A%20rgb(0%2C%20155%2C%20181)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M88.6414%205.39343C86.6857%205.39343%2085.3271%205.99041%2084.2361%207.32847L83.5156%205.47578H80.8806V20.6473H84.9977V12.7631C84.9977%2010.2928%2085.9035%209.26352%2088.2297%209.26352H90V5.39343H88.6414Z%22%20fill%3D%22%23009BB5%22%20style%3D%22fill%3A%20rgb(0%2C%20155%2C%20181)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M8.06953%2017.2301C5.86688%2017.2301%204.17887%2015.398%204.17887%2013.0512C4.17887%2010.7045%205.8463%208.91354%208.06953%208.91354C9.61345%208.91354%2010.9927%209.71638%2011.672%2011.178L15.4186%209.88106C14.2452%206.91674%2011.4867%205.04346%208.11071%205.04346C3.47896%205.04346%200%208.46066%200%2013.0101C0%2017.5595%203.49954%2021.0796%208.04895%2021.0796C11.4867%2021.0796%2014.3275%2019.124%2015.4597%2016.0567L11.6514%2014.7393C11.075%2016.2832%209.65462%2017.2301%208.06953%2017.2301Z%22%20fill%3D%22%23009BB5%22%20style%3D%22fill%3A%20rgb(0%2C%20155%2C%20181)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M57.0632%2017.2301C54.8605%2017.2301%2053.1725%2015.398%2053.1725%2013.0512C53.1725%2010.7045%2054.8399%208.91354%2057.0632%208.91354C58.6071%208.91354%2059.9863%209.71638%2060.6656%2011.178L64.4122%209.88106C63.2388%206.91674%2060.4804%205.04346%2057.1043%205.04346C52.4932%205.04346%2049.0142%208.46066%2049.0142%2013.0101C49.0142%2017.5595%2052.5138%2021.0796%2057.0632%2021.0796C60.501%2021.0796%2063.3418%2019.124%2064.474%2016.0567L60.6656%2014.7393C60.0892%2016.2832%2058.6483%2017.2301%2057.0632%2017.2301Z%22%20fill%3D%22%23009BB5%22%20style%3D%22fill%3A%20rgb(0%2C%20155%2C%20181)%20!important%3B%22%2F%3E%3C%2Fsvg%3E
- Favicon: https://checkr.com/favicon-32x32.png?v=a90454b0e98ec4f169c6b037c5274a9c
- Social card (og:image): https://a-us.storyblok.com/f/1014904/1254x705/92468959be/checkr-logo.png

## UI Components

- buttonPrimary: background=#F6F6F7, textColor=#001730, borderRadius=25px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: businesses looking for employee background screening solutions

## Checkr Brand in the Wild

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

- **How to Hire Faster with Checkr: 5 Product Features to Use Today - Checkr**
  - Image: https://a-us.storyblok.com/f/1014904/0384c44ad7/shutterstock_1209433882-2.jpg/m/
  - Source: https://checkr.com/resources/webinar/hire-faster-5-product-features
- **5 Ways to Brighten Your New Hire's First Day | Checkr Blog**
  - Image: https://a-us.storyblok.com/f/1014904/c65ca0fdd2/5-11-blog.png/m/
  - Source: https://checkr.com/blog/5-ways-to-brighten-your-new-hires-first-day
- **A New Era for Checkr Reports: Redesigned for Clarity and Speed | Checkr**
  - Image: https://a-us.storyblok.com/f/1014904/1100x618/056eb4e38d/checkr-web-blog-report-page-launch-hero-image.png/m/
  - Source: https://checkr.com/blog/redesigned-checkr-reports
- **Background Checks 101 with Square | Webinar**
  - Image: https://a-us.storyblok.com/f/1014904/3744829b6c/6-23-blog.png/m/filters:quality(0):blur(15)/
  - Source: https://checkr.com/resources/webinar/background-checks-101
- **5 Ways to Show Loyalty to Employees & Job Candidates | Checkr Blog**
  - Image: https://a-us.storyblok.com/f/1014904/6bd8e3ec5c/5ways_blog.png/m/
  - Source: https://checkr.com/blog/5-ways-to-show-loyalty-to-job-candidates-and-employees
- **Stop Losing Good Candidates to a Bad Background Check Process | Checkr**
  - Image: https://a-us.storyblok.com/f/1014904/6016x4016/c904d3ad13/shutterstock_776540299.jpg/m/
  - Source: https://checkr.com/resources/articles/stop-losing-candidates-bad-background-checks

## 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": "National 2",
      "role": "body"
    },
    {
      "family": "National 2 Narrow",
      "role": "heading"
    },
    {
      "family": "argent-cf",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#009BB5",
    "secondary": "#334559",
    "accent": "#001730",
    "background": "#FFFFFF",
    "textPrimary": "#001730",
    "link": "#001730"
  },
  "typography": {
    "fontFamilies": {
      "primary": "National 2",
      "heading": "National 2 Narrow"
    },
    "fontStacks": {
      "heading": [
        "argent-cf",
        "serif"
      ],
      "body": [
        "National 2",
        "sans-serif"
      ],
      "paragraph": [
        "National 2",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "50px",
      "h2": "42px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "10px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#F6F6F7",
      "textColor": "#001730",
      "borderRadius": "25px",
      "borderRadiusCorners": {
        "topLeft": "25px",
        "topRight": "25px",
        "bottomRight": "25px",
        "bottomLeft": "25px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20width%3D%2290%22%20height%3D%2222%22%20viewBox%3D%220%200%2090%2022%22%20fill%3D%22none%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20class%3D%22defaultLogo%22%20data-fc-idx%3D%220%22%3E%3Cpath%20d%3D%22M40.1212%205.04346C35.613%205.04346%2032.2576%208.48124%2032.2576%2013.0512C32.2576%2017.6006%2035.6542%2021.059%2040.1212%2021.059C43.2503%2021.059%2045.8852%2019.3916%2047.2027%2016.7155L43.312%2015.6862C42.6739%2016.736%2041.5211%2017.3948%2040.1212%2017.3948C38.1244%2017.3948%2036.7658%2016.2626%2036.4158%2014.1834H47.9026C47.9438%2013.7923%2047.9849%2013.3806%2047.9849%2012.9895C47.9849%208.64593%2044.7942%205.04346%2040.1212%205.04346ZM36.5188%2011.4044C36.9922%209.61345%2038.2891%208.543%2040.1212%208.543C41.9534%208.543%2043.2914%209.55169%2043.8678%2011.4044H36.5188Z%22%20fill%3D%22%23009BB5%22%20style%3D%22fill%3A%20rgb(0%2C%20155%2C%20181)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M16.7155%2020.6473H20.812V12.6807C20.812%2010.2104%2022.1707%208.72827%2024.2087%208.72827C26.0614%208.72827%2026.8642%209.86048%2026.8642%2012.1249V20.6473H30.9607V11.425C30.9607%207.5549%2028.8198%205.10522%2025.382%205.10522C23.5705%205.10522%2021.9442%205.78454%2020.7915%206.87557V0H16.7155%22%20fill%3D%22%23009BB5%22%20style%3D%22fill%3A%20rgb(0%2C%20155%2C%20181)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M79.1102%205.47576H74.3755L69.8261%2012.2072V0H65.7296V20.6473H69.8261V13.3806L74.6843%2020.6473H79.6454L73.9638%2012.7013L79.1102%205.47576Z%22%20fill%3D%22%23009BB5%22%20style%3D%22fill%3A%20rgb(0%2C%20155%2C%20181)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M88.6414%205.39343C86.6857%205.39343%2085.3271%205.99041%2084.2361%207.32847L83.5156%205.47578H80.8806V20.6473H84.9977V12.7631C84.9977%2010.2928%2085.9035%209.26352%2088.2297%209.26352H90V5.39343H88.6414Z%22%20fill%3D%22%23009BB5%22%20style%3D%22fill%3A%20rgb(0%2C%20155%2C%20181)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M8.06953%2017.2301C5.86688%2017.2301%204.17887%2015.398%204.17887%2013.0512C4.17887%2010.7045%205.8463%208.91354%208.06953%208.91354C9.61345%208.91354%2010.9927%209.71638%2011.672%2011.178L15.4186%209.88106C14.2452%206.91674%2011.4867%205.04346%208.11071%205.04346C3.47896%205.04346%200%208.46066%200%2013.0101C0%2017.5595%203.49954%2021.0796%208.04895%2021.0796C11.4867%2021.0796%2014.3275%2019.124%2015.4597%2016.0567L11.6514%2014.7393C11.075%2016.2832%209.65462%2017.2301%208.06953%2017.2301Z%22%20fill%3D%22%23009BB5%22%20style%3D%22fill%3A%20rgb(0%2C%20155%2C%20181)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M57.0632%2017.2301C54.8605%2017.2301%2053.1725%2015.398%2053.1725%2013.0512C53.1725%2010.7045%2054.8399%208.91354%2057.0632%208.91354C58.6071%208.91354%2059.9863%209.71638%2060.6656%2011.178L64.4122%209.88106C63.2388%206.91674%2060.4804%205.04346%2057.1043%205.04346C52.4932%205.04346%2049.0142%208.46066%2049.0142%2013.0101C49.0142%2017.5595%2052.5138%2021.0796%2057.0632%2021.0796C60.501%2021.0796%2063.3418%2019.124%2064.474%2016.0567L60.6656%2014.7393C60.0892%2016.2832%2058.6483%2017.2301%2057.0632%2017.2301Z%22%20fill%3D%22%23009BB5%22%20style%3D%22fill%3A%20rgb(0%2C%20155%2C%20181)%20!important%3B%22%2F%3E%3C%2Fsvg%3E",
    "favicon": "https://checkr.com/favicon-32x32.png?v=a90454b0e98ec4f169c6b037c5274a9c",
    "ogImage": "https://a-us.storyblok.com/f/1014904/1254x705/92468959be/checkr-logo.png",
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand inferred from the URL and page title.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Trust humans with Checkr AIAI transforms messy data into clear answers, making trust decisions faste",
      "reasoning": "The button has a distinct background color (#F6F6F7) and is the only button detected, making it the primary CTA by default."
    },
    "secondary": {
      "index": -1,
      "text": "N/A",
      "reasoning": "There is only one button detected, so no secondary button exists."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "businesses looking for employee background screening solutions"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.95,
    "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 inferred from the URL and page title.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```