The Human Utility Brand Identity
A complete profile of The Human Utility's visual system — colors, typography, components, and personality — extracted from https://www.detroitwaterproject.org/. Built for designers, agents, and AI tools.
Color Palette
Brand palette extracted from https://www.detroitwaterproject.org/.
Typography
Each font links to its Google Fonts page where available.
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
UI Components
Live previews rendered using The Human Utility's actual button styles.
Brand Personality
The Human Utility Brand in the Wild
Real-world brand assets — ads, campaigns, and marketing materials.
Frequently Asked Questions
What is The Human Utility's primary brand color?
The Human Utility's primary brand color is #6C757D. It anchors the visual identity across their website, product UI, and marketing materials.
What accent color does The Human Utility use?
The Human Utility uses #007BFF as an accent color, typically applied to interactive elements like links, buttons, and call-to-action emphasis.
What font does The Human Utility use?
The Human Utility uses Roboto as the primary typeface across body and headings.
Does The Human Utility use a light or dark theme?
The Human Utility's primary site uses a light color scheme, with a background of #FFFFFF.
Where can I find The Human Utility's logo?
The Human Utility's logo is available directly on their site (https://www.detroitwaterproject.org/). 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://www.detroitwaterproject.org/ 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 The Human Utility.
Methodology
Brand data on this page was extracted from https://www.detroitwaterproject.org/ on 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 The Human Utility.
Machine-Readable Profile
Direct endpoints for agents, designers, and tooling. No login or auth required.
{
"colorScheme": "light",
"fonts": [
{
"family": "Roboto",
"role": "body"
},
{
"family": "Segoe UI",
"role": "body"
},
{
"family": "Helvetica Neue",
"role": "body"
},
{
"family": "Arial",
"role": "body"
}
],
"colors": {
"primary": "#6C757D",
"secondary": "#FFC107",
"accent": "#007BFF",
"background": "#FFFFFF",
"textPrimary": "#007BFF",
"link": "#007BFF"
},
"typography": {
"fontFamilies": {
"primary": "Roboto",
"heading": "Roboto"
},
"fontStacks": {
"heading": [
"acumin-pro",
"sans-serif"
],
"body": [
"-apple-system",
"BlinkMacSystemFont",
"Segoe UI",
"Roboto",
"Helvetica Neue",
"Arial",
"sans-serif",
"Apple Color Emoji"
],
"paragraph": [
"acumin-pro",
"sans-serif"
]
},
"fontSizes": {
"h1": "72px",
"h2": "32px",
"body": "20px"
}
},
"spacing": {
"baseUnit": 4,
"borderRadius": "4px"
},
"components": {
"input": {
"background": "#FFFFFF",
"textColor": "#495057",
"borderColor": "#CED4DA",
"borderRadius": "4px",
"borderRadiusCorners": {
"topLeft": "4px",
"topRight": "4px",
"bottomRight": "4px",
"bottomLeft": "4px"
},
"shadow": "none"
},
"buttonPrimary": {
"background": "#FFC107",
"textColor": "#212529",
"borderColor": "#FFC107",
"borderRadius": "4.8px",
"borderRadiusCorners": {
"topLeft": "4.8px",
"topRight": "4.8px",
"bottomRight": "4.8px",
"bottomLeft": "4.8px"
},
"shadow": "none"
},
"buttonSecondary": {
"background": "#007BFF",
"textColor": "#FFFFFF",
"borderColor": "#007BFF",
"borderRadius": "4.8px",
"borderRadiusCorners": {
"topLeft": "4.8px",
"topRight": "4.8px",
"bottomRight": "4.8px",
"bottomLeft": "4.8px"
},
"shadow": "none"
}
},
"images": {
"logo": "https://d1hb0md5k97kb0.cloudfront.net/assets/white-hu-logo-017ef416cb100ffd9abeae3102a5662155b2a4c3648cf0005cdb10427f67ffd1.png",
"favicon": "https://www.detroitwaterproject.org/assets/apple-touch-icon-57x57.png",
"ogImage": "https://blog.humanutility.org/wp-content/uploads/2020/03/AdobeStock_192809974-870x600.jpeg",
"logoHref": "https://www.detroitwaterproject.org/?ref=logo",
"logoAlt": "The Human Utility logo"
},
"__llm_logo_reasoning": {
"selectedIndex": 6,
"reasoning": "Selected #6 because it is visible, located in the header, links to the homepage, and the alt text matches the brand 'The Human Utility'.",
"confidence": 0.95,
"source": "llm"
},
"__llm_button_reasoning": {
"primary": {
"index": 1,
"text": "Yes, I want to help with a water bill",
"reasoning": "Button #1 ('Yes, I want to help with a water bill') is the primary CTA due to its distinct vibrant orange color (#FFC107) and strong action-oriented text, making it stand out as the main call-to-action."
},
"secondary": {
"index": 2,
"text": "I need help with my water bill",
"reasoning": "Button #2 ('I need help with my water bill') is selected as secondary because it has a different color (#007BFF) from the primary and offers an alternative action for users needing assistance."
},
"confidence": 0.95
},
"personality": {
"tone": "professional",
"energy": "medium",
"targetAudience": "individuals seeking water bill assistance"
},
"designSystem": {
"framework": "bootstrap",
"componentLibrary": ""
},
"confidence": {
"buttons": 0.95,
"colors": 0.9,
"overall": 0.925
},
"__llm_metadata": {
"logoSelection": {
"llmCalled": true,
"llmSucceeded": true,
"finalSource": "llm",
"rawLogoSelection": {
"selectedLogoIndex": 6,
"selectedLogoReasoning": "Selected #6 because it is visible, located in the header, links to the homepage, and the alt text matches the brand 'The Human Utility'.",
"confidence": 0.95
}
},
"buttonClassification": {
"llmCalled": true,
"llmSucceeded": true
}
}
}