# Retool Brand Identity A complete profile of **Retool**'s visual system — colors, typography, components, and personality — extracted from https://retool.com. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/retool - Machine-readable JSON: https://characterquilt.com/branding/retool.json - Per-page llms.txt: https://characterquilt.com/branding/retool/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #518DD2 | | Accent | #E9EBDF | | Body Font | pxGroteskFont | | Heading Font | pxGroteskFont | ## Color Palette - primary: #518DD2 - secondary: #C8BFB5 - accent: #E9EBDF - background: #151515 - textPrimary: #151515 - link: #C72844 ## Typography - primary: pxGroteskFont — https://fonts.google.com/specimen/pxGroteskFont - heading: pxGroteskFont — https://fonts.google.com/specimen/pxGroteskFont ## Visual Assets - Logo: data:image/svg+xml;utf8,%3Csvg%20id%3D%22retool-logo%22%20class%3D%22ActionNavLogo-module__cTIK-G__logo%22%20fill%3D%22currentColor%22%20viewBox%3D%220%200%2087%2017%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20data-fc-idx%3D%220%22%3E%3Cpath%20d%3D%22M35.866%2016.001h-3.07l-6.708-6.857h-1.25V16h-2.275V0h7.618c3.207%200%205.117%201.714%205.117%204.572%200%202.857-1.91%204.572-5.117%204.572h-1.137L35.866%2016Zm-2.842-11.43c0-1.622-.91-2.628-2.843-2.628h-5.344v5.258h5.344c1.933%200%202.843-1.006%202.843-2.63ZM41.689%2016.344c-3.639%200-5.913-2.72-5.913-6.286%200-3.566%202.274-6.287%205.799-6.287%202.843%200%204.548%201.6%205.299%203.978.273.891.386%201.874.386%202.88v.229h-9.3c.068%201.92%201.477%203.771%203.729%203.771%201.933%200%202.82-1.12%203.002-1.943h2.342c-.546%201.943-2.365%203.658-5.344%203.658Zm-3.73-7.2h7.118c-.114-2.058-1.205-3.658-3.502-3.658-2.297%200-3.547%201.714-3.616%203.657ZM47.373%205.943V4.115h2.842V1.372h2.183v2.743h3.07v1.828h-3.07v7.2c0%20.801.228%201.075%201.024%201.075h2.046v1.783h-2.501c-2.07%200-2.752-1.028-2.752-2.857v-7.2h-2.842ZM61.745%203.771c3.639%200%206.026%202.72%206.026%206.287%200%203.566-2.387%206.286-6.026%206.286s-6.026-2.72-6.026-6.286c0-3.566%202.387-6.287%206.026-6.287Zm0%201.83c-2.479%200-3.843%202.056-3.843%204.457%200%202.4%201.364%204.457%203.843%204.457s3.843-2.057%203.843-4.457S64.224%205.6%2061.745%205.6ZM74.762%203.771c3.638%200%206.026%202.72%206.026%206.287%200%203.566-2.388%206.286-6.026%206.286-3.639%200-6.027-2.72-6.027-6.286%200-3.566%202.388-6.287%206.027-6.287Zm0%201.83c-2.48%200-3.844%202.056-3.844%204.457%200%202.4%201.365%204.457%203.844%204.457%202.478%200%203.843-2.057%203.843-4.457S77.24%205.6%2074.762%205.6ZM84.234%200v16.001h-2.183V0h2.183ZM10%20.75A.75.75%200%200%200%209.25%200H.75A.75.75%200%200%200%200%20.75v3.5c0%20.414.336.75.75.75h8.5a.75.75%200%200%201%20.75.75v1a.75.75%200%200%201-.75.75h-5.5a.75.75%200%200%200-.75.75v3.5c0%20.414.336.75.75.75h5.5a.75.75%200%200%201%20.75.75v2c0%20.415.336.75.75.75h3.5a.75.75%200%200%200%20.75-.75v-3.5a.75.75%200%200%200-.75-.75h-3.5a.75.75%200%200%201-.75-.75v-1a.75.75%200%200%201%20.75-.75h3.5a.75.75%200%200%200%20.75-.75v-3.5a.75.75%200%200%200-.75-.75h-3.5a.75.75%200%200%201-.75-.75v-2Z%22%20style%3D%22fill%3A%20rgb(233%2C%20235%2C%20223)%20!important%3B%22%2F%3E%3C%2Fsvg%3E - Favicon: https://dqpcjghenxt8u.cloudfront.net/images/sanity/retool-favicon-light-128x128.svg - Social card (og:image): https://retool-dot-com.s3.us-west-2.amazonaws.com/page-assets/homepage/homepage-meta-image.png ## UI Components - buttonPrimary: background=#E9EBDF, textColor=#151515, borderRadius=9999px, shadow=none - buttonSecondary: background=#242424, textColor=#E9EBDF, borderColor=#8B867F, borderRadius=9999px, shadow=none ## Brand Personality Tone: modern · Energy: medium · Audience: business professionals and developers ## Retool Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **Retool Blog | How low-code for manufacturing transforms operations** - Image: https://cdn.sanity.io/images/bclf52sw/production/309ea750a9d28bff00afdc3e2d66b7d8b465170e-7680x4320.png - Source: https://retool.com/blog/how-low-code-for-manufacturing-transforms-operations - **Retool Blog | Retool Blog | Cache** - Image: https://retool.com/vc-ap-126ac9/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fbclf52sw%2Fproduction%2F81c2dc465e98626a36ddf06c91a31c8a6f9d5683-1920x1080.png&w=3840&q=75 - Source: https://retool.com/blog - **Retool | Doordash** - Image: https://cdn.sanity.io/images/bclf52sw/production/7127192132f621a159e04bb0351592533a6e2a53-3840x2560.png - Source: https://retool.com/customers/doordash - **Retool Blog | Retool Blog | Cache** - Image: https://retool-anthony-test.s3.us-west-1.amazonaws.com/blog/87935dfe593bcd1b9ddd03c82da9a39d064e96d4-2400x1260.webp - Source: https://retool.com/blog - **Retool Blog | Retool Blog | Cache** - Image: https://retool.com/vc-ap-126ac9/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fbclf52sw%2Fproduction%2Fcb112119b8d647f04ad8fab1c5f292104b3ece28-1920x1080.png&w=3840&q=75 - Source: https://retool.com/blog - **Retool Blog | Spreadsheets vs. custom apps: improving operational efficiency** - Image: https://cdn.sanity.io/images/bclf52sw/production/e4fb136f1471d15c01d86330324d8890810d3afe-7963x4500.png - Source: https://retool.com/blog/spreadsheets-vs-custom-apps ## 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": "dark", "fonts": [ { "family": "pxGroteskFont", "role": "unknown" }, { "family": "saansFont", "role": "unknown" } ], "colors": { "primary": "#518DD2", "secondary": "#C8BFB5", "accent": "#E9EBDF", "background": "#151515", "textPrimary": "#151515", "link": "#C72844" }, "typography": { "fontFamilies": { "primary": "pxGroteskFont", "heading": "pxGroteskFont" }, "fontStacks": { "heading": [ "saansFont", "sans-serif" ], "body": [ "ui-sans-serif", "system-ui", "sans-serif", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji" ], "paragraph": [ "saansFont", "sans-serif" ] }, "fontSizes": { "h1": "60px", "h2": "72px", "body": "14px" } }, "spacing": { "baseUnit": 4, "borderRadius": "8px" }, "components": { "buttonPrimary": { "background": "#E9EBDF", "textColor": "#151515", "borderRadius": "9999px", "borderRadiusCorners": { "topLeft": "9999px", "topRight": "9999px", "bottomRight": "9999px", "bottomLeft": "9999px" }, "shadow": "none" }, "buttonSecondary": { "background": "#242424", "textColor": "#E9EBDF", "borderColor": "#8B867F", "borderRadius": "9999px", "borderRadiusCorners": { "topLeft": "9999px", "topRight": "9999px", "bottomRight": "9999px", "bottomLeft": "9999px" }, "shadow": "none" } }, "images": { "logo": "data:image/svg+xml;utf8,%3Csvg%20id%3D%22retool-logo%22%20class%3D%22ActionNavLogo-module__cTIK-G__logo%22%20fill%3D%22currentColor%22%20viewBox%3D%220%200%2087%2017%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20data-fc-idx%3D%220%22%3E%3Cpath%20d%3D%22M35.866%2016.001h-3.07l-6.708-6.857h-1.25V16h-2.275V0h7.618c3.207%200%205.117%201.714%205.117%204.572%200%202.857-1.91%204.572-5.117%204.572h-1.137L35.866%2016Zm-2.842-11.43c0-1.622-.91-2.628-2.843-2.628h-5.344v5.258h5.344c1.933%200%202.843-1.006%202.843-2.63ZM41.689%2016.344c-3.639%200-5.913-2.72-5.913-6.286%200-3.566%202.274-6.287%205.799-6.287%202.843%200%204.548%201.6%205.299%203.978.273.891.386%201.874.386%202.88v.229h-9.3c.068%201.92%201.477%203.771%203.729%203.771%201.933%200%202.82-1.12%203.002-1.943h2.342c-.546%201.943-2.365%203.658-5.344%203.658Zm-3.73-7.2h7.118c-.114-2.058-1.205-3.658-3.502-3.658-2.297%200-3.547%201.714-3.616%203.657ZM47.373%205.943V4.115h2.842V1.372h2.183v2.743h3.07v1.828h-3.07v7.2c0%20.801.228%201.075%201.024%201.075h2.046v1.783h-2.501c-2.07%200-2.752-1.028-2.752-2.857v-7.2h-2.842ZM61.745%203.771c3.639%200%206.026%202.72%206.026%206.287%200%203.566-2.387%206.286-6.026%206.286s-6.026-2.72-6.026-6.286c0-3.566%202.387-6.287%206.026-6.287Zm0%201.83c-2.479%200-3.843%202.056-3.843%204.457%200%202.4%201.364%204.457%203.843%204.457s3.843-2.057%203.843-4.457S64.224%205.6%2061.745%205.6ZM74.762%203.771c3.638%200%206.026%202.72%206.026%206.287%200%203.566-2.388%206.286-6.026%206.286-3.639%200-6.027-2.72-6.027-6.286%200-3.566%202.388-6.287%206.027-6.287Zm0%201.83c-2.48%200-3.844%202.056-3.844%204.457%200%202.4%201.365%204.457%203.844%204.457%202.478%200%203.843-2.057%203.843-4.457S77.24%205.6%2074.762%205.6ZM84.234%200v16.001h-2.183V0h2.183ZM10%20.75A.75.75%200%200%200%209.25%200H.75A.75.75%200%200%200%200%20.75v3.5c0%20.414.336.75.75.75h8.5a.75.75%200%200%201%20.75.75v1a.75.75%200%200%201-.75.75h-5.5a.75.75%200%200%200-.75.75v3.5c0%20.414.336.75.75.75h5.5a.75.75%200%200%201%20.75.75v2c0%20.415.336.75.75.75h3.5a.75.75%200%200%200%20.75-.75v-3.5a.75.75%200%200%200-.75-.75h-3.5a.75.75%200%200%201-.75-.75v-1a.75.75%200%200%201%20.75-.75h3.5a.75.75%200%200%200%20.75-.75v-3.5a.75.75%200%200%200-.75-.75h-3.5a.75.75%200%200%201-.75-.75v-2Z%22%20style%3D%22fill%3A%20rgb(233%2C%20235%2C%20223)%20!important%3B%22%2F%3E%3C%2Fsvg%3E", "favicon": "https://dqpcjghenxt8u.cloudfront.net/images/sanity/retool-favicon-light-128x128.svg", "ogImage": "https://retool-dot-com.s3.us-west-2.amazonaws.com/page-assets/homepage/homepage-meta-image.png", "logoHref": "/", "logoAlt": "retool-logo" }, "__llm_logo_reasoning": { "selectedIndex": 0, "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Retool'.", "confidence": 0.95, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": 0, "text": "Start for freeStart for free", "reasoning": "Button #6 has a vibrant green background (#E9EBDF) and action-oriented text 'Start for free', making it the primary CTA." }, "secondary": { "index": 2, "text": "Book a demoBook a demo", "reasoning": "Button #9 has a different background color (#242424) and offers a secondary action 'Book a demo', suitable as a secondary CTA." }, "confidence": 0.95 }, "personality": { "tone": "modern", "energy": "medium", "targetAudience": "business professionals and developers" }, "designSystem": { "framework": "tailwind", "componentLibrary": "" }, "confidence": { "buttons": 0.95, "colors": 0.9, "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 name 'Retool'.", "confidence": 0.95 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```