# EquipmentShare Brand Identity A complete profile of **EquipmentShare**'s visual system — colors, typography, components, and personality — extracted from https://www.equipmentshare.com. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/equipmentshare - Machine-readable JSON: https://characterquilt.com/branding/equipmentshare.json - Per-page llms.txt: https://characterquilt.com/branding/equipmentshare/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #F16622 | | Accent | #F16622 | | Body Font | Trade Gothic Next | | Heading Font | Trade Gothic Next | ## Color Palette - primary: #F16622 - secondary: #FCE0D3 - accent: #F16622 - background: #FFFFFF - textPrimary: #24242D - link: #FD6600 ## Typography - primary: Trade Gothic Next — https://fonts.google.com/specimen/Trade+Gothic+Next - heading: Trade Gothic Next — https://fonts.google.com/specimen/Trade+Gothic+Next ## Visual Assets - Logo: https://cdn.prod.website-files.com/60cb2013a506c737cfeddf74/6904da9e57a68f97541e5b62_ES%20Logo.svg - Favicon: https://cdn.prod.website-files.com/60cb2013a506c737cfeddf74/615b728bc86ddc3555605abc_EquipmentShare-Favicon.png - Social card (og:image): https://cdn.prod.website-files.com/60cb2013a506c737cfeddf74/620bbc52f1de86cc1ff1e219_Company%20Page-100.jpg ## UI Components - input: background=transparent, textColor=#24242D, borderColor=null, borderRadius=0px, shadow=none - buttonPrimary: background=#F16622, textColor=#FFFFFF, borderRadius=5px, shadow=none - buttonSecondary: background=transparent, textColor=#24242D, borderColor=#F16622, borderRadius=5px, shadow=none ## Brand Personality Tone: professional · Energy: medium · Audience: construction industry professionals ## EquipmentShare Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **Sany Oil Filter 60276787 | Sany Parts Catalog – EquipmentShare Parts Store** - Image: http://shop.equipmentshare.com/cdn/shop/products/60276787_1_SANY.png?v=1679586892 - Source: https://shop.equipmentshare.com/products/sany-oil-filter-60276787?srsltid=AfmBOoopLraqXPTsvZFwjHcCGGLw8HoG2zZGA3kVdoYHXi0DGN8YRSmZ - **Articles and Resources | EquipmentShare** - Image: https://cdn.prod.website-files.com/6103ec620a0d5041b36face6/69e655e7e687ca00a3994f0c_ES26-101_BlogImage_GivingBackWeek_1200x627_4.16.26_v2.webp - Source: https://www.equipmentshare.com/articles - **EquipmentShare Debuts on Nasdaq as “EQPT”, Advancing the Digital Transformation of Construction** - Image: https://cdn.prod.website-files.com/6103ec620a0d5041b36face6/69739727a192594f2ba3e8e3_eqpt-bell-ringing-1-23-26-final%20(1).JPG - Source: https://www.equipmentshare.com/press-releases/equipmentshare-debuts-on-nasdaq-as-eqpt-advancing-the-digital-transformation-of-construction - **Articles and Resources | EquipmentShare** - Image: https://cdn.prod.website-files.com/6103ec620a0d5041b36face6/69b428e5f6def7150bf64df2_Wichita%20Project%20Blog%20Thumbnail.jpg - Source: https://www.equipmentshare.com/articles - **Access Work Order and Asset from Time Card in Link Mobile App | EquipmentShare and T3 Release Notes** - Image: https://assets.releasenotes.io/production/team-1990/68275c581fd96_clock_in_screen.png - Source: https://updates.equipmentshare.com/release/B9Fap-access-work-order-and-asset-from-time-card-in-link-mobile-app - **Articles and Resources | EquipmentShare** - Image: https://cdn.prod.website-files.com/6103ec620a0d5041b36face6/69c13ccd99e798b5d4f890c5_GearHub%20Blog%20Thumbnail.jpg - Source: https://www.equipmentshare.com/articles ## 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": "Trade Gothic Next", "role": "body" } ], "colors": { "primary": "#F16622", "secondary": "#FCE0D3", "accent": "#F16622", "background": "#FFFFFF", "textPrimary": "#24242D", "link": "#FD6600" }, "typography": { "fontFamilies": { "primary": "Trade Gothic Next", "heading": "Trade Gothic Next" }, "fontStacks": { "heading": [ "trade-gothic-next", "sans-serif" ], "body": [ "trade-gothic-next", "sans-serif" ], "paragraph": [ "trade-gothic-next-condensed", "sans-serif" ] }, "fontSizes": { "h1": "64px", "h2": "64px", "body": "12px" } }, "spacing": { "baseUnit": 4, "borderRadius": "5px" }, "components": { "input": { "background": "transparent", "textColor": "#24242D", "borderColor": null, "borderRadius": "0px", "borderRadiusCorners": { "topLeft": "0px", "topRight": "0px", "bottomRight": "0px", "bottomLeft": "0px" }, "shadow": "none" }, "buttonPrimary": { "background": "#F16622", "textColor": "#FFFFFF", "borderRadius": "5px", "borderRadiusCorners": { "topLeft": "5px", "topRight": "5px", "bottomRight": "5px", "bottomLeft": "5px" }, "shadow": "none" }, "buttonSecondary": { "background": "transparent", "textColor": "#24242D", "borderColor": "#F16622", "borderRadius": "5px", "borderRadiusCorners": { "topLeft": "5px", "topRight": "5px", "bottomRight": "5px", "bottomLeft": "5px" }, "shadow": "none" } }, "images": { "logo": "https://cdn.prod.website-files.com/60cb2013a506c737cfeddf74/6904da9e57a68f97541e5b62_ES%20Logo.svg", "favicon": "https://cdn.prod.website-files.com/60cb2013a506c737cfeddf74/615b728bc86ddc3555605abc_EquipmentShare-Favicon.png", "ogImage": "https://cdn.prod.website-files.com/60cb2013a506c737cfeddf74/620bbc52f1de86cc1ff1e219_Company%20Page-100.jpg", "logoHref": "/" }, "__llm_logo_reasoning": { "selectedIndex": 2, "reasoning": "Selected #2 because it is visible, located in the header, and links to the homepage. It matches the brand name 'EquipmentShare' and is the most prominent logo.", "confidence": 0.9, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": 5, "text": "Apply Now", "reasoning": "Button #10 'Apply Now' uses the vibrant brand color #F16622, which is a strong indicator of a primary CTA. The text 'Apply Now' is action-oriented, making it a clear primary call-to-action." }, "secondary": { "index": 4, "text": "GET STARTED", "reasoning": "Button #3 'GET STARTED' has a transparent background with a border color matching the brand, making it a suitable secondary CTA. It contrasts with the primary button's solid color." }, "confidence": 0.95 }, "personality": { "tone": "professional", "energy": "medium", "targetAudience": "construction industry professionals" }, "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": 2, "selectedLogoReasoning": "Selected #2 because it is visible, located in the header, and links to the homepage. It matches the brand name 'EquipmentShare' and is the most prominent logo.", "confidence": 0.9 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```