Three coral-red dots arranged in a triangle formation representing collaboration and structure alongside a clean, sans-serif wordmark.

Asana

asana.com · sampled · confidence 0.77 stale — sampled 32 days ago

Confidence is 0 to 1 — a low score is reported, never hidden. Set a floor in your own code and fall back to your defaults below it, rather than shipping the raw score as certainty.

Is this your brand?

The kit

Brand colours

Click a colour to copy its hex.

primary
secondary
accent
background
surface
Also on the page · 4 colours
#f2ddf0
#3860be
#c8ebfc
#55649e

Fonts

TWK Lausannedisplay
Headline case
none
Headline tracking
tight
Headline weight
regular
Three coral-red dots arranged in a triangle formation representing collaboration and structure alongside a clean, sans-serif wordmark.

Three coral-red dots arranged in a triangle formation representing collaboration and structure alongside a clean, sans-serif wordmark.

Sampled from the mark

#000000#000020#ff6060#e06060#ff8080
Source
jsonld-org
Lightness
0.12
Transparent
yes

The page we read

The capture every value above was read from. Its top, at readable scale.

Asana's site as it was sampled

The read

The company

Positioning

Asana exists to connect human teams and artificial intelligence into a unified operational system. Built for modern organizations managing complex cross-functional work, Asana allows teams to plan, automate, and execute critical workflows seamlessly. By orchestrating both human and AI-driven tasks, Asana elevates work management from static tracking to dynamic execution.

Who it is for

Cross-functional enterprise teams, operations leaders, project managers, and organizations integrating AI agents into work management.

Values

Human and AI CollaborationOperational EfficiencyGlobal AccessibilityWorkflow Execution

Look and feel

Rounded corners, spacious layout, modern, enterprise.

Reads as

modernenterprisecleandiagrammaticstructured

Recurring motifs

connected workflow nodesspeech bubbles with outline pathsUI card containers
Theme
light
Corners
rounded
Density
spacious
Borders
solid
Shadows
subtle
Gradients
no
Icons
outlined
Illustration
line-art
Photography
full-color
Imagery shows
headshots of team members inside interactive workflow nodes and speech bubbles
Imagery composition
small circular avatars integrated directly into UI diagrams and node graphs
Imagery grading
natural, clean, high-clarity portraits

Motion

Subtle and functional accents feature a constantly shimmering gradient text highlight alongside smooth opacity fades and long linear background movements.

Signature effects

Looping multi-color background gradient shift on highlighted hero copyQuick linear opacity fade-ins on product screenshot imagesSlow, steady 10-second background element translations
Intensity
subtle
Speed
moderate
Easing
Linear gradient shifts paired with custom cubic-bezier ease-out curves
Scroll animations
no
Hover effects
yes
Honours reduced motion
yes

Voice

The voice reads Modern, Empowering, Direct, Systemic.

Tone

ModernEmpoweringDirectSystemic

Voice

AuthoritativeClearForward-thinking

Words it uses

OSAI agentsWorkflowsPlanAutomateExecute

Words it avoids

To-do listTask trackingBasic planner
Calls to action
Direct, clear, and focused on value proposition and trial
Headline case
sentence
hero headline
Bold, tech-forward, and vision-focused
meta description
Action-oriented, practical, and clear
The recordwhat we measured, and how sure we are

How the brand reads

Asana is a work management software platform designed for human teams and AI agents. It enables organizations to plan, automate, and execute complex business workflows in one place.

Known for

Project managementWorkflow automationTeam collaboration software

Design personality

Clean, light-mode operational interface with high-contrast neutral surfaces (#FEFEFE background with dark text) elevated by vibrant, multi-colored gradient highlights.

Design conventions

Minimalist light background layout with heavy dark contrastGradient animated typography for core keyword emphasisMulti-language global navigation dropdowns

Writing style

Short, active sentences utilizing strong action verbs ('Plan, automate, and execute') paired with high-level tech framing like 'The OS for...'.

Audience, inferred

Enterprise managers, team leads, software teams, and modern operations leaders combining humans and AI workflows.

Values, inferred

Human-AI SynergyClarity and ControlAutomated Efficiency

Applying the brand

Use a light background canvas (#FEFEFE) with crisp dark text (#0C0C0C) for high readability. Utilize subtle blue accents (#3860BE) for interactive focal points, and introduce energetic red-to-pink linear gradients for emphasis on key vision headlines.

Spacing and accessibility

Base unit
8px
Scale
0.5 · 1 · 2 · 3 · 4 · 6 · 8
Content margin
24px
Contrast target
AAA
Minimum font size
16px
Colourblind safe
yes

How this was read

Platform
NextJsVite
Overall confidence
0.77
Font confidence
1.00
Schema version
v2

The score was built from

Logo found (jsonld-org)Primary color extractedSecondary color extractedFonts found: TWK LausanneCompany name found: Asana

Nothing could fill

font_availability

Confidence is 0 to 1 — a low score is reported, never hidden. Set a floor in your own code and fall back to your defaults below it, rather than shipping the raw score as certainty.

Read something wrong? Sample it again — this page follows within 15 minutes.

Confidence per field · 19 fields
description
0.00
industry
0.00
tagline
0.00
font_availability
0.30
accessibility.contrast_target
0.85
audience
0.85
brand_intelligence
0.85
colors
0.85
contrast
0.85
copywriting
0.85
fonts
0.85
logo_description
0.85
motion
0.85
name
0.85
positioning_statement
0.85
tone
0.85
values
0.85
visual_style
0.85
voice
0.85

Get this as JSON

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curl https://api.extractbrand.dev/v1/brands/asana.com \
  -H "Authorization: Bearer YOUR_API_KEY"
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