Home · Branding · Obvious (fka Flatfile)

Obvious (fka Flatfile) Brand Identity

A complete profile of Obvious (fka Flatfile)'s visual system — colors, typography, components, and personality — extracted from https://obvious.ai/. Built for designers, agents, and AI tools.

Download JSON

Primary

#3D5638

Accent

#3D5638

Body Font

Booton

Heading

Sharp Grotesk

Color Palette

Brand palette extracted from https://obvious.ai/.

primary

#3D5638

rgb(61, 86, 56)

secondary

#ABC9B0

rgb(171, 201, 176)

accent

#3D5638

rgb(61, 86, 56)

background

#F7F6F2

rgb(247, 246, 242)

textPrimary

#1C1D1B

rgb(28, 29, 27)

link

#354E41

rgb(53, 78, 65)

Typography

Each font links to its Google Fonts page where available.

primary

Booton

Booton Google Fonts →

heading

Sharp Grotesk

Sharp Grotesk Google Fonts →

Sharp Grotesk, Booton, ui-sans-serif, system-ui, 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 Obvious (fka Flatfile)'s actual button styles.

buttonPrimary

background #3D5638 textColor #FFFFFF borderRadius 8px shadow none

buttonSecondary

background #F7F6F2 textColor #313130 borderRadius 12px shadow rgba(0, 0, 0, 0.08) 0px 1px 0px -1px, rgba(0, 0, 0, 0.06) 0px 1px 1px -1px, rgba(0, 0, 0, 0.04) 0px 2px 4px -2px, rgba(0, 0, 0, 0.03) 0px 3px 6px -3px, rgba(0, 0, 0, 0.09) 0px 0px 0px 1px inset, rgba(255, 255, 255, 0.8) 0px 1px 0px 0px inset

Brand Personality

Tone: professional Energy: medium Audience: business professionals

Obvious (fka Flatfile) Brand in the Wild

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

Image: obvious-marketing-assets.s3.amazonaws.com

Source: obvious.ai

Image: i.ytimg.com

Source: obvious.ai

Image: obvious-marketing-assets.s3.amazonaws.com

Source: obvious.ai

Image: framerusercontent.com

Source: obvious.ai

Image: framerusercontent.com

Source: obvious.ai

Image: obvious-marketing-assets.s3.amazonaws.com

Source: obvious.ai

Frequently Asked Questions

What is Obvious (fka Flatfile)'s primary brand color?

Obvious (fka Flatfile)'s primary brand color is #3D5638. It anchors the visual identity across their website, product UI, and marketing materials.

What font does Obvious (fka Flatfile) use?

Obvious (fka Flatfile) uses Booton for body text and Sharp Grotesk for headings. Fonts were detected on https://obvious.ai/ as part of their live design system.

Does Obvious (fka Flatfile) use a light or dark theme?

Obvious (fka Flatfile)'s primary site uses a light color scheme, with a background of #F7F6F2.

Where can I find Obvious (fka Flatfile)'s logo?

Obvious (fka Flatfile)'s logo is available directly on their site (https://obvious.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 https://obvious.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 Obvious (fka Flatfile).

Methodology

Brand data on this page was extracted from https://obvious.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 Obvious (fka Flatfile).

Machine-Readable Profile

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

GET /branding/obvious-fka-flatfile.json GET /branding/obvious-fka-flatfile/llms.txt

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Booton",
      "role": "unknown"
    },
    {
      "family": "Sharp Grotesk",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#3D5638",
    "secondary": "#ABC9B0",
    "accent": "#3D5638",
    "background": "#F7F6F2",
    "textPrimary": "#1C1D1B",
    "link": "#354E41"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Booton",
      "heading": "Sharp Grotesk"
    },
    "fontStacks": {
      "heading": [
        "Sharp Grotesk",
        "Booton",
        "ui-sans-serif",
        "system-ui",
        "sans-serif"
      ],
      "body": [
        "Booton",
        "ui-sans-serif",
        "system-ui",
        "sans-serif"
      ],
      "paragraph": [
        "Booton",
        "ui-sans-serif",
        "system-ui",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "52px",
      "h2": "38px",
      "body": "20px"
    }
  },
  "spacing": {
    "baseUnit": 8,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#3D5638",
      "textColor": "#FFFFFF",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#F7F6F2",
      "textColor": "#313130",
      "borderRadius": "12px",
      "borderRadiusCorners": {
        "topLeft": "12px",
        "topRight": "12px",
        "bottomRight": "12px",
        "bottomLeft": "12px"
      },
      "shadow": "rgba(0, 0, 0, 0.08) 0px 1px 0px -1px, rgba(0, 0, 0, 0.06) 0px 1px 1px -1px, rgba(0, 0, 0, 0.04) 0px 2px 4px -2px, rgba(0, 0, 0, 0.03) 0px 3px 6px -3px, rgba(0, 0, 0, 0.09) 0px 0px 0px 1px inset, rgba(255, 255, 255, 0.8) 0px 1px 0px 0px inset"
    }
  },
  "images": {
    "logo": 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    "favicon": "https://obvious.ai/favicon.ico?favicon.0v5~asmlcckyk.ico",
    "ogImage": "https://obvious-marketing-assets.s3.amazonaws.com/marketing/og/og-home.jpg",
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, and links to the homepage, matching the brand 'Obvious'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get started",
      "reasoning": "Button #0 with text 'Get started' has a vibrant brand color background (#3D5638) and action-oriented text, making it the primary CTA."
    },
    "secondary": {
      "index": 4,
      "text": "Learn about our security",
      "reasoning": "Button #2 with text 'Learn about our security' has a different background color (#F7F6F2) and serves as a secondary action, providing additional information."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "business professionals"
  },
  "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, and links to the homepage, matching the brand 'Obvious'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}

Obvious (fka Flatfile) Brand Identity

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Obvious (fka Flatfile) Brand in the Wild

Frequently Asked Questions

Methodology

Machine-Readable Profile

Related Brand Profiles