# PostHog Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #E1D7C2 |
| Accent | #CD8407 |
| Body Font | IBM Plex Sans |
| Heading Font | IBM Plex Sans |

## Color Palette

- primary: #E1D7C2
- secondary: #F5E2B2
- accent: #CD8407
- background: #E1D7C2
- textPrimary: #4D4F46
- link: #E3DFD1

## Typography

- primary: IBM Plex Sans — https://fonts.google.com/specimen/IBM+Plex+Sans
- heading: IBM Plex Sans — https://fonts.google.com/specimen/IBM+Plex+Sans

## Visual Assets

- Logo: https://res.cloudinary.com/dmukukwp6/image/upload/doc_2fa451a8e4.png
- Favicon: https://posthog.com/favicon-32x32.png?v=6e5ac8d4a5b381b5caa29396fbf7c955
- Social card (og:image): https://posthog.com/images/og/default.png

## UI Components

- buttonPrimary: background=#CD8407, textColor=#23251D, borderColor=#B17816, borderRadius=6px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: product engineers and developers

## PostHog Brand in the Wild

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

- **Everything we've learned about hiring for startups (so far)**
  - Image: https://substackcdn.com/image/fetch/$s_!dTHd!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F518566ce-5ceb-4c7a-b394-e555eef0de52_3447x3008.png
  - Source: https://newsletter.posthog.com/p/everything-weve-learned-about-hiring
- **All Blog posts - PostHog**
  - Image: https://res.cloudinary.com/dmukukwp6/image/upload/f_png,h_270,w_480,c_fill,g_auto,q_auto/v1/posthog.com/contents/images/blog/posthog-engineering-blog?_a=AXAH4nI0
  - Source: https://posthog.com/blog/all/6
- **Pragmatic startup lessons from Elon - by James Hawkins**
  - Image: https://substack-post-media.s3.amazonaws.com/public/images/33fe7e38-1350-4285-b767-f5d106665dbd_4836x2720.jpeg
  - Source: https://newsletter.posthog.com/p/pragmatic-startup-lessons-from-elon
- **All Blog posts - PostHog**
  - Image: https://res.cloudinary.com/dmukukwp6/image/upload/f_png,h_270,w_480,c_fill,g_auto,q_auto/v1/posthog.com/contents/images/blog/clarity-alternatives/clarity-alternatives?_a=AXAH4nI0
  - Source: https://posthog.com/blog/all/6
- **Good taste makes great products - by Danilo Campos**
  - Image: https://substackcdn.com/image/fetch/$s_!_hZf!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff22c918f-b00d-4612-840d-03e6916be163_4080x2392.png
  - Source: https://newsletter.posthog.com/p/good-taste-makes-great-products
- **All Blog posts - PostHog**
  - Image: https://res.cloudinary.com/dmukukwp6/image/upload/f_jpg,h_270,w_480,c_fill,g_auto,q_auto/v1/posthog.com/contents/images/blog/posthog-alternatives/posthog-alternatives?_a=AXAH4nI0
  - Source: https://posthog.com/blog/all/7

## 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": "IBM Plex Sans",
      "role": "body"
    },
    {
      "family": "Ubuntu",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#E1D7C2",
    "secondary": "#F5E2B2",
    "accent": "#CD8407",
    "background": "#E1D7C2",
    "textPrimary": "#4D4F46",
    "link": "#E3DFD1"
  },
  "typography": {
    "fontFamilies": {
      "primary": "IBM Plex Sans",
      "heading": "IBM Plex Sans"
    },
    "fontStacks": {
      "heading": [
        "IBM Plex Sans",
        "-apple-system",
        "BlinkMacSystemFont",
        "avenir next",
        "avenir",
        "segoe ui",
        "helvetica neue",
        "helvetica",
        "Ubuntu",
        "roboto",
        "noto",
        "arial",
        "sans-serif"
      ],
      "body": [
        "IBM Plex Sans",
        "-apple-system",
        "BlinkMacSystemFont",
        "avenir next",
        "avenir",
        "segoe ui",
        "helvetica neue",
        "helvetica",
        "Ubuntu",
        "roboto",
        "noto",
        "arial",
        "sans-serif"
      ],
      "paragraph": [
        "IBM Plex Sans",
        "-apple-system",
        "BlinkMacSystemFont",
        "avenir next",
        "avenir",
        "segoe ui",
        "helvetica neue",
        "helvetica",
        "Ubuntu",
        "roboto",
        "noto",
        "arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "16px",
      "h2": "16px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#CD8407",
      "textColor": "#23251D",
      "borderColor": "#B17816",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://res.cloudinary.com/dmukukwp6/image/upload/doc_2fa451a8e4.png",
    "favicon": "https://posthog.com/favicon-32x32.png?v=6e5ac8d4a5b381b5caa29396fbf7c955",
    "ogImage": "https://posthog.com/images/og/default.png",
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is located in the header, links to the homepage, and is visible. It matches the brand inferred from the URL and page title, 'PostHog'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get started – free",
      "reasoning": "The button 'Get started – free' has a vibrant orange background (#CD8407), which is a strong indicator of a primary CTA. The text is action-oriented, encouraging users to begin using the service."
    },
    "secondary": {
      "index": -1,
      "text": "N/A",
      "reasoning": "There is only one button detected, so no secondary button is available with a different color."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "product engineers and developers"
  },
  "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, links to the homepage, and is visible. It matches the brand inferred from the URL and page title, 'PostHog'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```