# Heap Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #100841 |
| Accent | #31D891 |
| Body Font | Arial |
| Heading Font | Lettera Text |

## Color Palette

- primary: #100841
- secondary: #6B707A
- accent: #31D891
- background: #FFFFFF
- textPrimary: #111111
- link: #31D891

## Typography

- primary: Arial — https://fonts.google.com/specimen/Arial
- heading: Lettera Text — https://fonts.google.com/specimen/Lettera+Text

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20width%3D%22158%22%20height%3D%2251%22%20viewBox%3D%220%200%20158%2051%22%20fill%3D%22none%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20data-fc-idx%3D%220%22%3E%3Cpath%20d%3D%22M60.4875%2019.5826C60.2925%2020.1976%2060%2020.7751%2059.625%2021.3001C59.2425%2021.8326%2058.785%2022.3051%2058.26%2022.6951C57.705%2023.1076%2057.0975%2023.4151%2056.445%2023.6401C55.725%2023.8726%2054.9675%2023.9926%2054.21%2023.9851C53.295%2023.9851%2052.3875%2023.8201%2051.5325%2023.4901C50.685%2023.1676%2049.9275%2022.6726%2049.2825%2022.0426C48.615%2021.3751%2048.0975%2020.5801%2047.7525%2019.7026C47.355%2018.6976%2047.16%2017.6251%2047.175%2016.5451C47.16%2015.5176%2047.3475%2014.4976%2047.73%2013.5451C48.0675%2012.6826%2048.57%2011.9026%2049.2%2011.2201C49.8%2010.5751%2050.5275%2010.0651%2051.345%209.71256C52.14%209.36007%2053.0025%209.18007%2053.8725%209.18007C54.8475%209.16507%2055.83%209.34507%2056.7375%209.71256C57.54%2010.0426%2058.26%2010.5601%2058.845%2011.2126C59.43%2011.8876%2059.865%2012.6676%2060.135%2013.5226C60.45%2014.4826%2060.6%2015.4876%2060.585%2016.4926C60.585%2016.6651%2060.585%2016.8301%2060.57%2016.9876C60.57%2017.1151%2060.5475%2017.2351%2060.525%2017.3626H50.0025C50.0175%2017.9551%2050.1375%2018.5326%2050.3475%2019.0801C50.55%2019.5826%2050.85%2020.0401%2051.2325%2020.4301C51.615%2020.8126%2052.0725%2021.1051%2052.5675%2021.3001C53.0925%2021.5026%2053.6475%2021.6076%2054.21%2021.6001C55.35%2021.6001%2056.2275%2021.3301%2056.82%2020.7901C57.42%2020.2426%2057.87%2019.5601%2058.1325%2018.7876L60.48%2019.5976L60.4875%2019.5826ZM57.7275%2015.1501C57.7125%2014.2051%2057.3525%2013.3051%2056.7075%2012.6151C56.07%2011.9326%2055.125%2011.5876%2053.8875%2011.5876C53.355%2011.5876%2052.83%2011.6851%2052.335%2011.8951C51.9%2012.0901%2051.5025%2012.3601%2051.1725%2012.7051C50.85%2013.0426%2050.5875%2013.4251%2050.4%2013.8451C50.2125%2014.2576%2050.1%2014.7001%2050.085%2015.1501H57.7275Z%22%20fill%3D%22%23000000%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M42.2775%2023.565V14.43H32.85V23.565H30V3H32.85V11.79H42.2775V3H45.1275V23.565H42.2775Z%22%20fill%3D%22%23000000%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M60.4575%2019.5827C59.6775%2022.0502%2057.4425%2023.9927%2054.195%2023.9927C50.4525%2023.9927%2047.175%2021.2702%2047.175%2016.5452C47.175%2012.1652%2050.3325%209.18018%2053.8425%209.18018C58.1325%209.18018%2060.5475%2012.1427%2060.5475%2016.4927C60.5475%2016.7852%2060.525%2017.0777%2060.495%2017.3627H49.995C50.0475%2019.8602%2051.855%2021.6002%2054.2025%2021.6002C56.55%2021.6002%2057.6%2020.3552%2058.1175%2018.7877L60.465%2019.5902L60.4575%2019.5827ZM57.705%2015.1502C57.6525%2013.1477%2056.34%2011.5802%2053.88%2011.5802C51.585%2011.5802%2050.1975%2013.3502%2050.085%2015.1502H57.705Z%22%20fill%3D%22%23000000%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M66.135%2015.5854L69.9075%2015.0379C70.755%2014.9179%2070.98%2014.4829%2070.98%2013.9879C70.98%2012.6229%2070.08%2011.4904%2067.965%2011.4904C66.0525%2011.4904%2064.98%2012.6829%2064.8075%2014.3029L62.205%2013.6954C62.4975%2011.0254%2064.8975%209.17285%2067.9125%209.17285C72.0825%209.17285%2073.71%2011.5504%2073.71%2014.2804V21.2629C73.71%2022.0354%2073.755%2022.7928%2073.8825%2023.5578H71.2125C71.1075%2022.9353%2071.0625%2022.3053%2071.07%2021.6753C70.4625%2022.6578%2069.0675%2024.0003%2066.57%2024.0003C63.7275%2024.0003%2061.8975%2022.0279%2061.8975%2019.8304C61.8975%2017.3254%2063.72%2015.9379%2066.135%2015.5854ZM70.9725%2017.5879V16.9504L66.7125%2017.5879C65.5575%2017.7604%2064.68%2018.4279%2064.68%2019.6728C64.68%2020.7228%2065.55%2021.7054%2066.9375%2021.7054C69.1725%2021.7054%2070.9725%2020.6329%2070.9725%2017.5879Z%22%20fill%3D%22%23000000%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M76.275%2029.0705V9.61547H78.915V11.7905C79.6725%2010.3955%2081.3225%209.29297%2083.5875%209.29297C87.7575%209.29297%2090%2012.518%2090%2016.568C90%2020.618%2087.585%2023.933%2083.4975%2023.933C81.3525%2023.933%2079.725%2022.9205%2078.975%2021.668V29.063H76.2825L76.275%2029.0705ZM83.1%2011.7005C80.6025%2011.7005%2078.9525%2013.7855%2078.9525%2016.5755C78.9525%2019.3655%2080.61%2021.503%2083.1%2021.503C85.59%2021.503%2087.2175%2019.448%2087.2175%2016.5755C87.2175%2013.703%2085.65%2011.7005%2083.1%2011.7005Z%22%20fill%3D%22%23000000%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M152.1%2043.2495C152.381%2044.2729%20153.234%2044.7044%20154.278%2044.7044C155.05%2044.7044%20155.672%2044.3833%20156.013%2043.9318L157.619%2044.8649C156.886%2045.9184%20155.732%2046.5205%20154.247%2046.5205C151.649%2046.5205%20150.003%2044.7445%20150.003%2042.4367C150.003%2040.129%20151.659%2038.353%20154.087%2038.353C156.375%2038.353%20158%2040.1591%20158%2042.4367C158%2042.7277%20157.97%2042.9986%20157.92%2043.2595H152.08L152.1%2043.2495ZM152.07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- Favicon: https://www.heap.io/favicon/favicon-32x32.png?v=1
- Social card (og:image): https://images.ctfassets.net/jicu8fwm4fvs/57SlD3uXZskS7cHKEOwGEm/793173d449f782f05fad3531ee05a1a5/heap-logo-social-twitter-1200x675__2_.png?w=1200&h=627&fit=fill&q=60&fm=jpg&fl=progressive

## UI Components

- input: background=#F7F7F7, textColor=#111111, borderColor=#DFDFDF, borderRadius=4px, shadow=none
- buttonPrimary: background=#F6F6F7, textColor=#FFFFFF, borderRadius=0px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#111111, borderRadius=16px, shadow=none

## Brand Personality

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

## Heap Brand in the Wild

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

- **What is Product Adoption & How Do You Measure It Properly? | Heap**
  - Image: https://images.ctfassets.net/jicu8fwm4fvs/3sLuTb0zY8gnqNreFDkSos/669c279a9438e2b0264a7f68c67f639e/HEAP_GA4_blog_post_header_rebranded.png
  - Source: https://www.heap.io/topics/what-is-product-adoption-how-do-you-measure-it-properly
- **Blog | Heap**
  - Image: https://images.ctfassets.net/jicu8fwm4fvs/3EebF8JLDlYhEeLutLDpKB/b4117961d78c62e51d1ca66fd33ef06d/Blog_04_24_experience_analytics.png?q=60&fm=png
  - Source: https://www.heap.io/blog
- **Introducing the Heap Digital Insights Report: the definitive survey of data  habits in 2023 | Heap**
  - Image: https://images.ctfassets.net/jicu8fwm4fvs/5M0d86feeVhxGHcTLU7IQZ/8e60ea50f8ebc0be52f0a8acf108f054/fy24-q3_survey_data-decoded_blog_header_2000x600.png?q=60&fm=png
  - Source: https://www.heap.io/blog/survey-launch-blog-oct-2023
- **What's in a Name: Naming Conventions and Their Place in Analytics | Heap**
  - Image: https://images.ctfassets.net/jicu8fwm4fvs/6t7sQCGGSXHSpdrIqlS6hY/744d6c0e3da61c6cb9be46528d7838c2/blog-hero-naming-conventions-_thumbnail-1200x675.png?w=1200&h=627&fit=fill&q=60&fm=jpg&fl=progressive
  - Source: https://www.heap.io/blog/naming-conventions-and-their-place-in-analytics
- **BigQuery - Heap Tech Partner Directory**
  - Image: https://content.partnerpage.io/eyJidWNrZXQiOiJwYXJ0bmVycGFnZS5wcm9kIiwia2V5IjoibWVkaWEvY29udGFjdF9pbWFnZXMvMzk3ODA1OWItNWFkNC00NjFjLTk5MmYtMTdmOTkwMDI4ZjVlL2dvb2dsZS1iaWdxdWVyeS1sb2dvLTFfMS5wbmciLCJlZGl0cyI6eyJ0b0Zvcm1hdCI6IndlYnAiLCJyZXNpemUiOnsiZml0IjoiY29udGFpbiIsImJhY2tncm91bmQiOnsiciI6MjU1LCJnIjoyNTUsImIiOjI1NSwiYWxwaGEiOjB9fX19
  - Source: https://partners.heap.io/technology-partners/bigquery
- **Blog | Heap**
  - Image: https://images.ctfassets.net/jicu8fwm4fvs/6gXShtMKXRvQCEreN4nmF9/53e3360b4798c3eaab56798c21c77eac/GS-4_social_thumbnail_1200x675.png?q=60&fm=png
  - Source: https://www.heap.io/blog

## 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": "Arial",
      "role": "body"
    },
    {
      "family": "Lettera Text",
      "role": "heading"
    },
    {
      "family": "Circular Standard",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#100841",
    "secondary": "#6B707A",
    "accent": "#31D891",
    "background": "#FFFFFF",
    "textPrimary": "#111111",
    "link": "#31D891"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Arial",
      "heading": "Lettera Text"
    },
    "fontStacks": {
      "heading": [
        "Circular Standard",
        "Lettera Text",
        "system-ui",
        "Helvetic Neue",
        "Helvetica",
        "Arial",
        "sans-serif"
      ],
      "body": [
        "Lettera Text",
        "system-ui",
        "Helvetic Neue",
        "Helvetica",
        "Arial",
        "sans-serif"
      ],
      "paragraph": [
        "Lettera Text",
        "system-ui",
        "Helvetic Neue",
        "Helvetica",
        "Arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "72px",
      "h2": "32px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "input": {
      "background": "#F7F7F7",
      "textColor": "#111111",
      "borderColor": "#DFDFDF",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#F6F6F7",
      "textColor": "#FFFFFF",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#111111",
      "borderRadius": "16px",
      "borderRadiusCorners": {
        "topLeft": "16px",
        "topRight": "16px",
        "bottomRight": "16px",
        "bottomLeft": "16px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": 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    "favicon": "https://www.heap.io/favicon/favicon-32x32.png?v=1",
    "ogImage": "https://images.ctfassets.net/jicu8fwm4fvs/57SlD3uXZskS7cHKEOwGEm/793173d449f782f05fad3531ee05a1a5/heap-logo-social-twitter-1200x675__2_.png?w=1200&h=627&fit=fill&q=60&fm=jpg&fl=progressive",
    "logoHref": "https://www.heap.io/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand 'Heap'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "Request Demo",
      "reasoning": "Button #8 'Request Demo' has a distinct background color (#F6F6F7) and is action-oriented, making it a strong candidate for the primary CTA."
    },
    "secondary": {
      "index": 13,
      "text": "ebook and whitepaperHumans lead, AI assists: how product teams embrace generative AI at workLearn th",
      "reasoning": "Button #3 has a different background color (#FFFFFF) and serves as a secondary action with informative content, making it suitable as a secondary CTA."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "business professionals"
  },
  "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 'Heap'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```