# Splunk Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #0064DA |
| Accent | #FFFFFF |
| Body Font | splunk_data_sans |
| Heading Font | splunk_data_sans |

## Color Palette

- primary: #0064DA
- secondary: #CE0070
- accent: #FFFFFF
- background: #FFFFFF
- textPrimary: #000000
- link: #0C1724

## Typography

- primary: splunk_data_sans — https://fonts.google.com/specimen/splunk_data_sans
- heading: splunk_data_sans — https://fonts.google.com/specimen/splunk_data_sans

## Visual Assets

- Logo: https://www.splunk.com/content/dam/splunk2/en_us/images/logos/splunk-logo.png
- Favicon: https://www.splunk.com/content/dam/splunk2/images/icons/favicons/apple-touch-icon-57x57.png
- Social card (og:image): https://www.splunk.com/content/dam/splunk2/en_us/images/social/splunk-cisco-social.jpg

## UI Components

- buttonPrimary: background=#FFFFFF, textColor=#0C1724, borderColor=#FFFFFF, borderRadius=24px, shadow=none
- buttonSecondary: background=transparent, textColor=#FFFFFF, borderColor=#FFFFFF, borderRadius=24px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: enterprise businesses

## Splunk Brand in the Wild

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

- **Splunk's Blog Posts | Splunk**
  - Image: https://www.splunk.com/content/dam/splunk-blogs/images/media_1882548f97bf0f04a1ea437cede9406806c759b8f.jpg?width=300&format=jpg&optimize=medium
  - Source: https://www.splunk.com/en_us/blog/author/admin.html
- **Splunk Video**
  - Image: https://play.vidyard.com/aQh1fnbbdoAGe4mVdYWi8F.jpg
  - Source: https://conf.splunk.com/about.html
- **Greg Leffler's Blog Posts | Splunk**
  - Image: https://www.splunk.com/content/dam/splunk-blogs/images/media_1f9e199915f41d2e7514afc2f4f6a3e2d17e32c3e.jpg?width=300&format=jpg&optimize=medium
  - Source: https://www.splunk.com/en_us/blog/author/gleffler.html
- **Ryan Kovar's Blog Posts | Splunk**
  - Image: https://www.splunk.com/content/dam/splunk-blogs/images/media_188ca2b51a2faace9e9f13dcae280f4406760c72d.png?width=300&format=png&optimize=medium
  - Source: https://www.splunk.com/en_us/blog/author/rkovar.html
- **Tell us what you think - Splunk Community**
  - Image: https://community.splunk.com/t5/image/serverpage/image-id/37963i9F19796415737191/image-dimensions/50x50/image-coordinates/8%2C92%2C2905%2C2988?v=v2
  - Source: https://community.splunk.com/t5/Tell-us-what-you-think/ct-p/join-tell-us
- **Playbook: TruSTAR Enrich Indicators | Splunk Security Content**
  - Image: https://raw.githubusercontent.com/splunk/security_content/develop/playbooks/trustar_enrich_indicators.png
  - Source: https://research.splunk.com/playbooks/trustar_enrich_indicators/

## 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": "splunk_data_sans",
      "role": "body"
    },
    {
      "family": "Helvetica",
      "role": "body"
    },
    {
      "family": "Arial",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#0064DA",
    "secondary": "#CE0070",
    "accent": "#FFFFFF",
    "background": "#FFFFFF",
    "textPrimary": "#000000",
    "link": "#0C1724"
  },
  "typography": {
    "fontFamilies": {
      "primary": "splunk_data_sans",
      "heading": "splunk_data_sans"
    },
    "fontStacks": {
      "heading": [
        "splunk_data_sans",
        "Helvetica",
        "Arial",
        "sans-serif"
      ],
      "body": [
        "splunk_data_sans",
        "Helvetica",
        "Arial",
        "sans-serif"
      ],
      "paragraph": [
        "splunk_data_sans",
        "Helvetica",
        "Arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "55px",
      "h2": "27px",
      "body": "12px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#FFFFFF",
      "textColor": "#0C1724",
      "borderColor": "#FFFFFF",
      "borderRadius": "24px",
      "borderRadiusCorners": {
        "topLeft": "24px",
        "topRight": "24px",
        "bottomRight": "24px",
        "bottomLeft": "24px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#FFFFFF",
      "borderColor": "#FFFFFF",
      "borderRadius": "24px",
      "borderRadiusCorners": {
        "topLeft": "24px",
        "topRight": "24px",
        "bottomRight": "24px",
        "bottomLeft": "24px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://www.splunk.com/content/dam/splunk2/en_us/images/logos/splunk-logo.png",
    "favicon": "https://www.splunk.com/content/dam/splunk2/images/icons/favicons/apple-touch-icon-57x57.png",
    "ogImage": "https://www.splunk.com/content/dam/splunk2/en_us/images/social/splunk-cisco-social.jpg",
    "logoHref": "https://www.splunk.com/",
    "logoAlt": "logo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 3,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Splunk'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "Request a demo",
      "reasoning": "Button #9 'Request a demo' is likely the primary CTA due to its action-oriented text and distinct white background, which stands out against the transparent buttons."
    },
    "secondary": {
      "index": 3,
      "text": "Learn about compliance solutions",
      "reasoning": "Button #0 'Learn about compliance solutions' is selected as secondary due to its transparent background, making it less prominent than the primary button."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "enterprise businesses"
  },
  "designSystem": {
    "framework": "bootstrap",
    "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 name 'Splunk'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```