Format Brand Identity

Color Palette

Brand palette extracted from https://useformat.ai/.

Typography

Each font links to its Google Fonts page where available.

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.

Visual Assets

Logo

Favicon

Social Card

UI Components

Live previews rendered using Format's actual button styles.

Brand Personality

Format Brand in the Wild

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

Image: useformat.ai

Source: useformat.ai

Image: useformat.ai

Source: useformat.ai

Image: framerusercontent.com

Source: useformat.ai

Image: useformat.ai

Source: useformat.ai

Image: framerusercontent.com

Source: useformat.ai

Image: framerusercontent.com

Source: useformat.ai

Frequently Asked Questions

Methodology

Brand data on this page was extracted from https://useformat.ai/ using the Firecrawl branding extraction API, which extracts website design information. An extraction date was not recorded for this profile. The source site may have changed since the snapshot was captured, and a redirect may lead to a different company or product. Brand-in-the-wild images were found using image search. Cached previews link to original third-party sources. This page is published by CharacterQuilt and is not affiliated with or endorsed by Format.

Machine-Readable Profile

Direct endpoints for agents, designers, and tooling. No login or auth required.

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "NHaasGrotesk Medium",
      "role": "body"
    },
    {
      "family": "NHaasGrotesk Bold",
      "role": "heading"
    },
    {
      "family": "NHaasGrotesk Light",
      "role": "body"
    },
    {
      "family": "Neue Haas Grotesk TX Pro",
      "role": "unknown"
    },
    {
      "family": "PS Times",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#000000",
    "accent": "#1A1A1A",
    "background": "#FFFFFF",
    "textPrimary": "#000000",
    "link": "#000000"
  },
  "typography": {
    "fontFamilies": {
      "primary": "NHaasGrotesk Medium",
      "heading": "NHaasGrotesk Bold"
    },
    "fontStacks": {
      "heading": [
        "NHaasGrotesk Bold"
      ],
      "body": [
        "Neue Haas Grotesk TX Pro",
        "ui-sans-serif",
        "system-ui",
        "-apple-system",
        "Segoe UI",
        "Roboto",
        "Helvetica Neue",
        "Arial",
        "Noto Sans",
        "Apple Color Emoji",
        "Segoe UI Emoji"
      ],
      "paragraph": [
        "PS Times"
      ]
    },
    "fontSizes": {
      "h1": "72px",
      "h2": "36px",
      "body": "64px"
    }
  },
  "spacing": {
    "baseUnit": 8,
    "borderRadius": "0px"
  },
  "components": {
    "input": {
      "background": "#FCFCFD",
      "textColor": "#000000",
      "borderColor": "#D8D9DA",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.05) 0px 1px 2px 0px"
    },
    "buttonPrimary": {
      "background": "#1A1A1A",
      "textColor": "#FFFFFF",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.05) 0px 1px 2px 0px"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#1A1A1A",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": 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    "favicon": "https://useformat.ai/favicon.ico",
    "ogImage": "https://useformat.ai/og-image.png"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is located in the header, matches the brand name 'Format', and is the most prominent logo in the expected location.",
    "confidence": 0.85,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get early access",
      "reasoning": "Button #0 with text 'Get early access' is likely the primary CTA due to its action-oriented text and prominent placement. It uses a dark background (#1A1A1A) with white text, making it stand out."
    },
    "secondary": {
      "index": 4,
      "text": "Log in",
      "reasoning": "Button #4 with text 'Log in' is selected as secondary due to its lighter background (#FFFFFF) and less prominent action compared to the primary CTA."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "tech-savvy professionals"
  },
  "designSystem": {
    "framework": "tailwind",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.9,
    "overall": 0.9
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 0,
        "selectedLogoReasoning": "Selected #0 because it is located in the header, matches the brand name 'Format', and is the most prominent logo in the expected location.",
        "confidence": 0.85
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}

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