xAI Brand Identity
A complete profile of xAI's visual system — colors, typography, components, and personality — extracted from https://x.ai. Built for designers, agents, and AI tools.
Color Palette
Brand palette extracted from https://x.ai.
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
Brand Personality
xAI Brand in the Wild
Real-world brand assets — ads, campaigns, and marketing materials.
Frequently Asked Questions
What is xAI's primary brand color?
xAI's primary brand color is #153621. It anchors the visual identity across their website, product UI, and marketing materials.
What accent color does xAI use?
xAI uses #39A15F as an accent color, typically applied to interactive elements like links, buttons, and call-to-action emphasis.
What font does xAI use?
xAI uses universalSans as the primary typeface across body and headings.
Does xAI use a light or dark theme?
xAI's primary site uses a dark color scheme, with a background of #121212.
How was this brand profile generated?
This profile was extracted from https://x.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 xAI.
Methodology
Brand data on this page was extracted from https://x.ai 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 xAI.
Machine-Readable Profile
Direct endpoints for agents, designers, and tooling. No login or auth required.
{
"colorScheme": "dark",
"fonts": [
{
"family": "universalSans",
"role": "unknown"
},
{
"family": "GeistMono",
"role": "monospace"
},
{
"family": "Roboto Mono",
"role": "monospace"
}
],
"colors": {
"primary": "#153621",
"secondary": "#39A15F",
"accent": "#39A15F",
"background": "#121212",
"textPrimary": "#121212",
"link": "#6B7280"
},
"typography": {
"fontFamilies": {
"primary": "universalSans",
"heading": "universalSans"
},
"fontStacks": {
"heading": [
"universalSans"
],
"body": [
"universalSans"
],
"paragraph": [
"universalSans"
]
},
"fontSizes": {
"h1": "30px",
"h2": "30px",
"body": "16px"
}
},
"spacing": {
"baseUnit": 4,
"borderRadius": "16px"
},
"components": {},
"images": {
"favicon": "https://x.ai/favicon.ico",
"ogImage": "https://x.ai/opengraph-image.png?6014284994b18e1d"
},
"__llm_logo_reasoning": {
"selectedIndex": -1,
"reasoning": "The only logo candidate is tiny and located in the body, not in the header. It does not match typical brand logo characteristics.",
"confidence": 0.3,
"rejected": true,
"source": "llm"
},
"__llm_button_reasoning": {
"primary": {
"index": -1,
"text": "N/A",
"reasoning": "The only detected button has a dark background, which is not vibrant or action-oriented enough to be considered a primary CTA."
},
"secondary": {
"index": -1,
"text": "N/A",
"reasoning": "There is only one button detected, so no secondary button can be identified."
},
"confidence": 0.9
},
"personality": {
"tone": "modern",
"energy": "medium",
"targetAudience": "tech enthusiasts and researchers"
},
"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": "The only logo candidate is tiny and located in the body, not in the header. It does not match typical brand logo characteristics.",
"confidence": 0.3
}
},
"buttonClassification": {
"llmCalled": true,
"llmSucceeded": true
}
}
}