# Ultra Brand Identity A complete profile of **Ultra**'s visual system — colors, typography, components, and personality — extracted from https://ultra.tech. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/ultra - Machine-readable JSON: https://characterquilt.com/branding/ultra.json - Per-page llms.txt: https://characterquilt.com/branding/ultra/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #FF4F00 | | Accent | #FF4F00 | | Body Font | Riforma | | Heading Font | Riforma | ## Color Palette - primary: #FF4F00 - secondary: #11490D - accent: #FF4F00 - background: #111111 - textPrimary: #111111 - link: #11270F ## Typography - primary: Riforma — https://fonts.google.com/specimen/Riforma - heading: Riforma — https://fonts.google.com/specimen/Riforma ## Visual Assets - Logo: data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%201074%20151.868%22%20fill%3D%22none%22%20class%3D%22h-5%20w-auto%20shrink-0%20transition-opacity%20duration-300%20ease-out%20opacity-100%22%20aria-hidden%3D%22true%22%20data-fc-idx%3D%220%22%3E%3Cpath%20d%3D%22M165.259%20111.531C165.259%20112.931%20164.11%20114.058%20162.711%20114.058H59.795C52.8933%20114.058%2049.6039%20108.85%2049.6039%20102.657V2.5387C49.6039%201.13878%2048.4556%200.0117188%2047.0561%200.0117188H2.54778C1.13634%200.0117188%200%201.15064%200%202.5387V117.973C0%20138.829%2010.1911%20151.868%2033.8388%20151.868H212.315C213.726%20151.868%20214.863%20150.729%20214.863%20149.341V2.5387C214.863%201.13878%20213.714%200.0117188%20212.315%200.0117188H167.806C166.395%200.0117188%20165.259%201.15064%20165.259%202.5387V111.531Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M284.18%20102.657V2.5387C284.18%201.13878%20283.031%200.0117188%20281.632%200.0117188H237.123C235.712%200.0117188%20234.576%201.15064%20234.576%202.5387V117.973C234.576%20138.829%20244.767%20151.868%20268.414%20151.868H446.568C447.979%20151.868%20449.115%20150.729%20449.115%20149.341V116.597C449.115%20115.197%20447.967%20114.07%20446.568%20114.07H294.371C287.469%20114.07%20284.18%20108.862%20284.18%20102.669V102.657Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M388.911%2037.8095H466.278C467.689%2037.8095%20468.825%2038.9485%20468.825%2040.3365V149.329C468.825%20150.729%20469.974%20151.856%20471.373%20151.856H515.882C517.293%20151.856%20518.429%20150.717%20518.429%20149.329V40.3484C518.429%2038.9487%20519.578%2037.8214%20520.977%2037.8214H598.343C599.755%2037.8214%20600.891%2036.6825%20600.891%2035.2944V2.53861C600.891%201.13869%20599.743%200.0116315%20598.343%200.0116315H388.899C387.488%200.0116315%20386.352%201.15055%20386.352%202.53861V35.2826C386.352%2036.6825%20387.5%2037.8095%20388.899%2037.8095H388.911Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M986.932%204.89973C984.959%201.6372%20982.004%200.0118637%20978.392%200.0118637H930.427C926.814%200.0118637%20923.86%201.6372%20921.886%204.89973L838.743%20143.682C837.881%20145.129%20835.86%20145.355%20834.688%20144.121L791.902%2099.1098C790.371%2097.4963%20791.519%2094.8388%20793.756%2094.8388H801.638C825.298%2094.8388%20835.477%2081.8005%20835.477%2060.9441V33.8947C835.477%2013.0383%20825.286%200%20801.638%200H623.162C621.751%200%20620.615%201.13892%20620.615%202.52698V149.317C620.615%20150.717%20621.763%20151.844%20623.162%20151.844H667.671C669.082%20151.844%20670.219%20150.705%20670.219%20149.317V97.3539C670.219%2095.954%20671.367%2094.8269%20672.766%2094.8269H726.27C726.975%2094.8269%20727.657%2095.1235%20728.136%2095.6337L780.18%20151.049C780.658%20151.559%20781.34%20151.856%20782.046%20151.856H892.437C893.37%20151.856%20894.232%20151.346%20894.674%20150.539L909.65%20123.205C910.092%20122.386%20910.954%20121.888%20911.887%20121.888H996.908C997.841%20121.888%20998.702%20122.398%20999.145%20123.205L1014.12%20150.539C1014.56%20151.358%201015.42%20151.856%201016.36%20151.856H1070.48C1072.46%20151.856%201073.69%20149.72%201072.67%20148.036L986.909%204.88786L986.932%204.89973ZM778.314%2057.0409H672.766C671.355%2057.0409%20670.219%2055.902%20670.219%2054.5139V40.3486C670.219%2038.9487%20671.367%2037.8216%20672.766%2037.8216H778.314C788.493%2037.8216%20788.493%2057.0528%20778.314%2057.0528V57.0409ZM933.13%2080.3532L952.173%2045.5093C953.141%2043.7416%20955.689%2043.7416%20956.658%2045.5093L975.701%2080.3532C976.622%2082.0378%20975.39%2084.0903%20973.452%2084.0903H935.367C933.429%2084.0903%20932.197%2082.0378%20933.118%2080.3532H933.13Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3C%2Fsvg%3E - Favicon: https://www.ultra.tech/icons/favicon.svg - Social card (og:image): https://cdn.sanity.io/images/cyk6luo4/production/6683a89bd942d28e9618d2471f34ff225788a027-1280x854.png?rect=0,91,1280,672&w=1200&h=630&fit=crop ## UI Components - buttonPrimary: background=#FF4F00, textColor=#FFFFFF, borderRadius=2px, shadow=none ## Brand Personality Tone: bold · Energy: high · Audience: tech-savvy professionals ## Ultra Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **Ultra Robotics** - Image: https://www.ultra.tech/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fcyk6luo4%2Fproduction%2Fbf590912bc0d49b7a0311cad508b379dc8d5bfda-7008x4672.jpg%3Frect%3D0%2C365%2C7008%2C3942%26w%3D3840%26h%3D2160%26q%3D100&w=3840&q=75 - Source: https://www.ultra.tech/ - **Ultra** - Image: https://www.ultra.tech/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fcyk6luo4%2Fproduction%2F2a33813e3b300dd033ea8c1d8adb232b9f94d800-3000x1818.png%3Frect%3D0%2C65%2C3000%2C1688%26w%3D3840%26h%3D2160%26q%3D100&w=3840&q=75 - Source: https://www.ultra.tech/ - **Ultra** - Image: https://cdn.sanity.io/images/cyk6luo4/production/853ead33e099b31b7e37be30d5c6a45ead3ec3dd-4672x7008.webp?w=1600&q=90 - Source: https://www.ultra.tech/ - **Privacy Policy | Ultra** - Image: https://cdn.sanity.io/images/cyk6luo4/production/6683a89bd942d28e9618d2471f34ff225788a027-1280x854.png?rect=0,91,1280,672&w=1200&h=630&fit=crop - Source: https://www.ultra.tech/privacy-policy - **Michelob Ultra Super Bowl Commercial 2026 ft Kurt Russell, Lewis Pullman, Chloe Kim, TJ Oshie** - Image: https://i.ytimg.com/vi/yfLNpG7vW_w/hq720.jpg?sqp=-oaymwEhCK4FEIIDSFryq4qpAxMIARUAAAAAGAElAADIQj0AgKJD&rs=AOn4CLClOXUDKPS9xWq1iG5qYObqyLXmkA - Source: https://www.youtube.com/watch?v=yfLNpG7vW_w - **Rachel Maddow Presents: Ultra | Podcast on Spotify** - Image: https://i.scdn.co/image/ab67656300005f1f0dc6a8222fa7f3375ae9a084 - Source: https://open.spotify.com/show/3ImqTb6CcfZINTgByeAThh ## 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": "Riforma", "role": "body" }, { "family": "Courier Prime", "role": "monospace" } ], "colors": { "primary": "#FF4F00", "secondary": "#11490D", "accent": "#FF4F00", "background": "#111111", "textPrimary": "#111111", "link": "#11270F" }, "typography": { "fontFamilies": { "primary": "Riforma", "heading": "Riforma" }, "fontStacks": { "heading": [ "Riforma", "system-ui", "-apple-system", "sans-serif" ], "body": [ "Riforma" ], "paragraph": [ "Riforma", "system-ui", "-apple-system", "sans-serif" ] }, "fontSizes": { "h1": "34px", "h2": "44px", "body": "17px" } }, "spacing": { "baseUnit": 8, "borderRadius": "0px" }, "components": { "buttonPrimary": { "background": "#FF4F00", "textColor": "#FFFFFF", "borderRadius": "2px", "borderRadiusCorners": { "topLeft": "2px", "topRight": "2px", "bottomRight": "2px", "bottomLeft": "2px" }, "shadow": "none" } }, "images": { "logo": "data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%201074%20151.868%22%20fill%3D%22none%22%20class%3D%22h-5%20w-auto%20shrink-0%20transition-opacity%20duration-300%20ease-out%20opacity-100%22%20aria-hidden%3D%22true%22%20data-fc-idx%3D%220%22%3E%3Cpath%20d%3D%22M165.259%20111.531C165.259%20112.931%20164.11%20114.058%20162.711%20114.058H59.795C52.8933%20114.058%2049.6039%20108.85%2049.6039%20102.657V2.5387C49.6039%201.13878%2048.4556%200.0117188%2047.0561%200.0117188H2.54778C1.13634%200.0117188%200%201.15064%200%202.5387V117.973C0%20138.829%2010.1911%20151.868%2033.8388%20151.868H212.315C213.726%20151.868%20214.863%20150.729%20214.863%20149.341V2.5387C214.863%201.13878%20213.714%200.0117188%20212.315%200.0117188H167.806C166.395%200.0117188%20165.259%201.15064%20165.259%202.5387V111.531Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M284.18%20102.657V2.5387C284.18%201.13878%20283.031%200.0117188%20281.632%200.0117188H237.123C235.712%200.0117188%20234.576%201.15064%20234.576%202.5387V117.973C234.576%20138.829%20244.767%20151.868%20268.414%20151.868H446.568C447.979%20151.868%20449.115%20150.729%20449.115%20149.341V116.597C449.115%20115.197%20447.967%20114.07%20446.568%20114.07H294.371C287.469%20114.07%20284.18%20108.862%20284.18%20102.669V102.657Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M388.911%2037.8095H466.278C467.689%2037.8095%20468.825%2038.9485%20468.825%2040.3365V149.329C468.825%20150.729%20469.974%20151.856%20471.373%20151.856H515.882C517.293%20151.856%20518.429%20150.717%20518.429%20149.329V40.3484C518.429%2038.9487%20519.578%2037.8214%20520.977%2037.8214H598.343C599.755%2037.8214%20600.891%2036.6825%20600.891%2035.2944V2.53861C600.891%201.13869%20599.743%200.0116315%20598.343%200.0116315H388.899C387.488%200.0116315%20386.352%201.15055%20386.352%202.53861V35.2826C386.352%2036.6825%20387.5%2037.8095%20388.899%2037.8095H388.911Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M986.932%204.89973C984.959%201.6372%20982.004%200.0118637%20978.392%200.0118637H930.427C926.814%200.0118637%20923.86%201.6372%20921.886%204.89973L838.743%20143.682C837.881%20145.129%20835.86%20145.355%20834.688%20144.121L791.902%2099.1098C790.371%2097.4963%20791.519%2094.8388%20793.756%2094.8388H801.638C825.298%2094.8388%20835.477%2081.8005%20835.477%2060.9441V33.8947C835.477%2013.0383%20825.286%200%20801.638%200H623.162C621.751%200%20620.615%201.13892%20620.615%202.52698V149.317C620.615%20150.717%20621.763%20151.844%20623.162%20151.844H667.671C669.082%20151.844%20670.219%20150.705%20670.219%20149.317V97.3539C670.219%2095.954%20671.367%2094.8269%20672.766%2094.8269H726.27C726.975%2094.8269%20727.657%2095.1235%20728.136%2095.6337L780.18%20151.049C780.658%20151.559%20781.34%20151.856%20782.046%20151.856H892.437C893.37%20151.856%20894.232%20151.346%20894.674%20150.539L909.65%20123.205C910.092%20122.386%20910.954%20121.888%20911.887%20121.888H996.908C997.841%20121.888%20998.702%20122.398%20999.145%20123.205L1014.12%20150.539C1014.56%20151.358%201015.42%20151.856%201016.36%20151.856H1070.48C1072.46%20151.856%201073.69%20149.72%201072.67%20148.036L986.909%204.88786L986.932%204.89973ZM778.314%2057.0409H672.766C671.355%2057.0409%20670.219%2055.902%20670.219%2054.5139V40.3486C670.219%2038.9487%20671.367%2037.8216%20672.766%2037.8216H778.314C788.493%2037.8216%20788.493%2057.0528%20778.314%2057.0528V57.0409ZM933.13%2080.3532L952.173%2045.5093C953.141%2043.7416%20955.689%2043.7416%20956.658%2045.5093L975.701%2080.3532C976.622%2082.0378%20975.39%2084.0903%20973.452%2084.0903H935.367C933.429%2084.0903%20932.197%2082.0378%20933.118%2080.3532H933.13Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3C%2Fsvg%3E", "favicon": "https://www.ultra.tech/icons/favicon.svg", "ogImage": "https://cdn.sanity.io/images/cyk6luo4/production/6683a89bd942d28e9618d2471f34ff225788a027-1280x854.png?rect=0,91,1280,672&w=1200&h=630&fit=crop", "logoHref": "/" }, "__llm_logo_reasoning": { "selectedIndex": 1, "reasoning": "Selected #1 because it is a medium-sized, visible header logo that links to the homepage, matching the brand 'Ultra'.", "confidence": 0.85, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": 1, "text": "EXPLORE OPEN ROLES→", "reasoning": "Button #1 ('EXPLORE OPEN ROLES→') is the primary CTA due to its action-oriented text and vibrant brand color (#FF4F00), which aligns with the site's primary color scheme." }, "secondary": { "index": -1, "text": "N/A", "reasoning": "All buttons share the same background color (#FF4F00), making it impossible to select a secondary button with a different color." }, "confidence": 0.9 }, "personality": { "tone": "bold", "energy": "high", "targetAudience": "tech-savvy professionals" }, "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": 1, "selectedLogoReasoning": "Selected #1 because it is a medium-sized, visible header logo that links to the homepage, matching the brand 'Ultra'.", "confidence": 0.85 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```