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Hatch Brand Identity

A complete profile of Hatch's visual system — colors, typography, components, and personality — extracted from http://usehatch.ai. Built for designers, agents, and AI tools.

Download JSON

Primary

#9AB7B2

Accent

#0F281B

Body Font

Instrument Sans

Heading

Instrument Sans SemiCondensed

Color Palette

Brand palette extracted from http://usehatch.ai.

primary

#9AB7B2

rgb(154, 183, 178)

secondary

#2B4539

rgb(43, 69, 57)

accent

#0F281B

rgb(15, 40, 27)

background

#F9F8F6

rgb(249, 248, 246)

textPrimary

#0F281B

rgb(15, 40, 27)

link

#0F281B

rgb(15, 40, 27)

Typography

Each font links to its Google Fonts page where available.

primary

Instrument Sans

Instrument Sans Google Fonts →

heading

Instrument Sans SemiCondensed

Instrument Sans SemiCondensed Google Fonts →

Instrument Sans, Georgia, sans-serif

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.

Visual Assets

Logo

Favicon

Social Card

UI Components

Live previews rendered using Hatch's actual button styles.

input

background #FFFFFF textColor #0F281B borderColor null borderRadius 14px shadow none

buttonPrimary

background #0F281B textColor #FFFFFF borderRadius 12px shadow none

buttonSecondary

background #FFFFFF textColor #0F281B borderColor #D6D9D5 borderRadius 10px shadow none

Brand Personality

Tone: modern Energy: medium Audience: business professionals seeking AI communication solutions

Hatch Brand in the Wild

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

Image: cdn.prod.website-files.com

Source: usehatch.ai

Image: cdn.prod.website-files.com

Source: usehatch.ai

Image: cdn.prod.website-files.com

Source: usehatch.ai

Image: cdn.prod.website-files.com

Source: usehatch.ai

Image: cdn.prod.website-files.com

Source: usehatch.ai

Image: cdn.prod.website-files.com

Source: usehatch.ai

Frequently Asked Questions

What is Hatch's primary brand color?

Hatch's primary brand color is #9AB7B2. It anchors the visual identity across their website, product UI, and marketing materials.

What accent color does Hatch use?

Hatch uses #0F281B as an accent color, typically applied to interactive elements like links, buttons, and call-to-action emphasis.

What font does Hatch use?

Hatch uses Instrument Sans for body text and Instrument Sans SemiCondensed for headings. Fonts were detected on http://usehatch.ai as part of their live design system.

Does Hatch use a light or dark theme?

Hatch's primary site uses a light color scheme, with a background of #F9F8F6.

Where can I find Hatch's logo?

Hatch's logo is available directly on their site (http://usehatch.ai). The current logo URL is included in the machine-readable JSON profile linked above.

How was this brand profile generated?

This profile was extracted from http://usehatch.ai using the Firecrawl branding extraction API, which inspects the live page's CSS, fonts, color tokens, and component styles. It is not affiliated with or endorsed by Hatch.

Methodology

Brand data on this page was extracted from http://usehatch.ai on 2026-04-26 using the Firecrawl branding extraction API, which inspects each site's live CSS, font network requests, color tokens, and component styles. Brand-in-the-wild images were sourced via Google Image Search restricted to ad/webinar/report queries and link out to their original third-party publishers; we link to the source rather than re-hosting third-party content. This page is published by CharacterQuilt and is not affiliated with or endorsed by Hatch.

Machine-Readable Profile

Direct endpoints for agents, designers, and tooling. No login or auth required.

GET /branding/hatch.json GET /branding/hatch/llms.txt

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Instrument Sans",
      "role": "body"
    },
    {
      "family": "Instrument Sans SemiCondensed",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#9AB7B2",
    "secondary": "#2B4539",
    "accent": "#0F281B",
    "background": "#F9F8F6",
    "textPrimary": "#0F281B",
    "link": "#0F281B"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Instrument Sans",
      "heading": "Instrument Sans SemiCondensed"
    },
    "fontStacks": {
      "heading": [
        "Instrument Sans",
        "Georgia",
        "sans-serif"
      ],
      "body": [
        "Instrument Sans",
        "Arial",
        "sans-serif"
      ],
      "paragraph": [
        "Instrument Sans",
        "Arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "110px",
      "h2": "20px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "2px"
  },
  "components": {
    "input": {
      "background": "#FFFFFF",
      "textColor": "#0F281B",
      "borderColor": null,
      "borderRadius": "14px",
      "borderRadiusCorners": {
        "topLeft": "14px",
        "topRight": "14px",
        "bottomRight": "14px",
        "bottomLeft": "14px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#0F281B",
      "textColor": "#FFFFFF",
      "borderRadius": "12px",
      "borderRadiusCorners": {
        "topLeft": "12px",
        "topRight": "12px",
        "bottomRight": "12px",
        "bottomLeft": "12px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#0F281B",
      "borderColor": "#D6D9D5",
      "borderRadius": "10px",
      "borderRadiusCorners": {
        "topLeft": "10px",
        "topRight": "10px",
        "bottomRight": "10px",
        "bottomLeft": "10px"
      },
      "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%20100%2031%22%20class%3D%22u-svg%22%20data-fc-idx%3D%220%22%3E%3Cpath%20d%3D%22M87.9877%2026.9944V4.17556H92.3732V12.7643C93.263%2011.3064%2094.5977%2010.5141%2096.3773%2010.5141C98.6336%2010.5141%20100%2012.0354%20100%2014.6025V26.9944H95.6146V15.585C95.6146%2014.5074%2095.1379%2014.0003%2094.2481%2014.0003C93.0087%2014.0003%2092.3732%2015.0462%2092.3732%2016.2822V26.9944H87.9877Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M80.7749%2027.3114C77.2792%2027.3114%2074.6098%2024.3006%2074.6098%2018.8494C74.6098%2013.4299%2077.4063%2010.5142%2080.9337%2010.5142C84.1752%2010.5142%2086.6539%2012.701%2086.6539%2017.2331H82.7769C82.7769%2014.7293%2082.046%2013.937%2081.0609%2013.937C80.0122%2013.937%2079.0588%2014.8878%2079.0588%2018.8494C79.0588%2022.9061%2080.0122%2023.8885%2081.0609%2023.8885C82.046%2023.8885%2082.7769%2023.0962%2082.7769%2020.5925H86.6539C86.6539%2025.0929%2083.9527%2027.3114%2080.7749%2027.3114Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M72.0157%2027.3114C68.7108%2027.3114%2067.1536%2025.7584%2067.1536%2022.4941V14.254H65.088V10.8311H67.1536V7.69354L71.5391%205.76028V10.8311H74.1449V14.254H71.5391V22.4941C71.5391%2023.4449%2072.0475%2023.8886%2073.1598%2023.8886C73.5729%2023.8886%2073.9225%2023.7935%2074.272%2023.635V26.9311C73.8271%2027.1846%2073.0009%2027.3114%2072.0157%2027.3114Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M56.6973%2027.3113C54.7588%2027.3113%2053.2653%2025.7267%2053.2653%2023.1596C53.2653%2020.846%2054.1233%2019.4515%2056.7927%2018.0887L60.0659%2016.409V15.7117C60.0659%2014.2539%2059.6845%2013.6834%2058.7947%2013.6834C57.9049%2013.6834%2057.4283%2014.349%2057.4283%2015.7117H53.583C53.583%2012.7326%2055.7122%2010.5141%2059.1125%2010.5141C62.4175%2010.5141%2064.2607%2012.384%2064.2607%2015.585V24.3005C64.2607%2025.1879%2064.356%2026.107%2064.642%2026.9944H60.5743C60.3519%2026.4239%2060.2565%2025.7584%2060.2248%2025.0611C59.5256%2026.6141%2058.3181%2027.3113%2056.6973%2027.3113ZM57.46%2022.6525C57.46%2023.6349%2057.9685%2024.142%2058.7312%2024.142C59.4939%2024.142%2060.0659%2023.6666%2060.0659%2022.9694V19.705L59.335%2020.117C57.9685%2020.846%2057.46%2021.6383%2057.46%2022.6525Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M38.7847%2026.9944V4.17557H43.2973V13.3665H47.4285V4.17557H51.941V26.9944H47.4285V16.8527H43.2973V26.9944H38.7847Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M24.1171%2026.6465V31H6.96581V26.6465H24.1171ZM26.7304%2024.0342V6.96582C26.7302%205.52327%2025.5597%204.35352%2024.1171%204.35352H6.96581C5.52342%204.35377%204.35376%205.52343%204.35351%206.96582V24.0342C4.35376%2025.4766%205.52342%2026.6462%206.96581%2026.6465V31C3.23901%2030.9998%200.195546%2028.073%200.00878905%2024.3926L0%2024.0342V6.96582C0.000256071%203.11882%203.11881%200.000255322%206.96581%200H24.1171C27.9644%200%2031.0837%203.11866%2031.0839%206.96582V24.0342L31.0751%2024.3926C30.8884%2028.0732%2027.8442%2031%2024.1171%2031V26.6465C25.5597%2026.6465%2026.7302%2025.4767%2026.7304%2024.0342Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M17.8929%200V12.7139H13.5394V0H17.8929Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M17.8929%2018.1124V31.0001H13.5394V18.1124H17.8929Z%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://cdn.prod.website-files.com/6979136a27d403634304b470/69c313c2d3b72a9e8809db5b_favicon-2.png",
    "ogImage": "https://cdn.prod.website-files.com/6979136a27d403634304b470/69c2be9beb7874c215169569_hatch-homepage-og-image.png",
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, medium-sized, located in the body but links to the homepage, and matches the brand's style.",
    "confidence": 0.8,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get a demo   →",
      "reasoning": "Button #0 has a strong call-to-action text 'Get a demo' and uses a dark, prominent color (#0F281B) that aligns with the brand's accent color, making it the primary CTA."
    },
    "secondary": {
      "index": 2,
      "text": "Or talk to Hatch AI yourself",
      "reasoning": "Button #2 has a lighter background color (#FFFFFF) and serves as a secondary action with supportive text 'Or talk to Hatch AI yourself', making it suitable as a secondary button."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "business professionals seeking AI communication solutions"
  },
  "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, medium-sized, located in the body but links to the homepage, and matches the brand's style.",
        "confidence": 0.8
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}

Hatch Brand Identity

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Hatch Brand in the Wild

Frequently Asked Questions

Methodology

Machine-Readable Profile

Related Brand Profiles