# Smartsheet Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #404B66 |
| Accent | #10826A |
| Body Font | TT Norms |
| Heading Font | TT Norms |

## Color Palette

- primary: #404B66
- secondary: #184BC3
- accent: #10826A
- background: #FFFFFF
- textPrimary: #000F33
- link: #000F33

## Typography

- primary: TT Norms — https://fonts.google.com/specimen/TT+Norms
- heading: TT Norms — https://fonts.google.com/specimen/TT+Norms

## Visual Assets

- Logo: https://www.smartsheet.com/sites/default/files/smartsheet-logo-blue-new.svg
- Favicon: https://www.smartsheet.com/sites/default/files/favicons/apple-touch-icon.png
- Social card (og:image): https://www.smartsheet.com/sites/default/files/2024-10/smartsheet-og-teaser-image-dusk-on-light.jpg

## UI Components

- input: background=transparent, textColor=#FFFFFF, borderColor=null, borderRadius=10px, shadow=none
- buttonPrimary: background=#10826A, textColor=#FFFFFF, borderColor=#10826A, borderRadius=10px, shadow=none
- buttonSecondary: background=#3A6FE9, textColor=#FFFFFF, borderColor=#3A6FE9, borderRadius=10px, shadow=none

## Brand Personality

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

## Smartsheet Brand in the Wild

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

- **Free Excel Budget Templates**
  - Image: https://www.smartsheet.com/sites/default/files/2025-07/IC-Personal-Budget-Template-Monthly-Income-c.png
  - Source: https://www.smartsheet.com/top-excel-budget-templates?srsltid=AfmBOop38Vx61wFVp1WFqefjwDZJvlclxFwcod9IeoeyrQ2YkGoCWKdS
- **Create Effective Blog Content Strategy | Smartsheet**
  - Image: https://www.smartsheet.com/sites/default/files/2020-10/IC-Content-Blog-Relationship.png
  - Source: https://www.smartsheet.com/content/blog-content-strategy-plan?srsltid=AfmBOop4NwbJjqqqgS2QFrNqICeiC5oHSWDm8JU8eKsJ-zdNFxf7aF_i
- **Fast-moving creative studio uses Smartsheet to power competitive advantage  and growth | Smartsheet**
  - Image: https://www.smartsheet.com/sites/default/files/2024-03/hotopp_photo_3.jpg
  - Source: https://www.smartsheet.com/customers/hotopp?srsltid=AfmBOor5nxK7n52y9EzHyDwkUaVl73a8EpkK3dPIL2PjTfQW98eQJTFm
- **Create Effective Blog Content Strategy | Smartsheet**
  - Image: https://www.smartsheet.com/sites/default/files/2020-10/ic-og-BlogContentStrategy-FacebookLinkedIn.jpg
  - Source: https://www.smartsheet.com/content/blog-content-strategy-plan?srsltid=AfmBOord7rqWMLamD0VdksP8y8wagtJg82gFbIR4ppNhWiICcL3NZmUG
- **Strumenti di project management per le piccole e medie imprese | Smartsheet**
  - Image: https://it.smartsheet.com/sites/default/files/smb-image-1edited.jpg
  - Source: https://it.smartsheet.com/solutions/small-to-medium-business
- **Free Blog Calendar Templates and Samples | Smartsheet**
  - Image: https://www.smartsheet.com/sites/default/files/2021-04/IC-Food-Blog-Editorial-Calendar-Template.png
  - Source: https://www.smartsheet.com/content/blog-content-calendar-template?srsltid=AfmBOoo-OGH14utCU_Iqqn5K2RIh2FYsOo4tK0z7evf59ivAoQyxZI63

## 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": "TT Norms",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#404B66",
    "secondary": "#184BC3",
    "accent": "#10826A",
    "background": "#FFFFFF",
    "textPrimary": "#000F33",
    "link": "#000F33"
  },
  "typography": {
    "fontFamilies": {
      "primary": "TT Norms",
      "heading": "TT Norms"
    },
    "fontStacks": {
      "heading": [
        "TT Norms",
        "Helvetica",
        "Arial",
        "sans-serif"
      ],
      "body": [
        "TT Norms",
        "Helvetica",
        "Arial",
        "sans-serif"
      ],
      "paragraph": [
        "TT Norms",
        "Helvetica",
        "Arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "64px",
      "h2": "48px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "10px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#FFFFFF",
      "borderColor": null,
      "borderRadius": "10px",
      "borderRadiusCorners": {
        "topLeft": "10px",
        "topRight": "10px",
        "bottomRight": "10px",
        "bottomLeft": "10px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#10826A",
      "textColor": "#FFFFFF",
      "borderColor": "#10826A",
      "borderRadius": "10px",
      "borderRadiusCorners": {
        "topLeft": "10px",
        "topRight": "10px",
        "bottomRight": "10px",
        "bottomLeft": "10px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#3A6FE9",
      "textColor": "#FFFFFF",
      "borderColor": "#3A6FE9",
      "borderRadius": "10px",
      "borderRadiusCorners": {
        "topLeft": "10px",
        "topRight": "10px",
        "bottomRight": "10px",
        "bottomLeft": "10px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://www.smartsheet.com/sites/default/files/smartsheet-logo-blue-new.svg",
    "favicon": "https://www.smartsheet.com/sites/default/files/favicons/apple-touch-icon.png",
    "ogImage": "https://www.smartsheet.com/sites/default/files/2024-10/smartsheet-og-teaser-image-dusk-on-light.jpg",
    "logoHref": "/"
  },
  "__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 'Smartsheet'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Try Smartsheet for free",
      "reasoning": "The button 'Try Smartsheet for free' is the primary CTA due to its action-oriented text and vibrant green color, which is typically used for primary actions."
    },
    "secondary": {
      "index": 1,
      "text": "Watch a demo",
      "reasoning": "The button 'Watch a demo' serves as a secondary action with a different vibrant blue color, providing an alternative action to the primary CTA."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "business 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": 0,
        "selectedLogoReasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Smartsheet'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```