# Chipotle

> Generated by BrandSweets from the chipotle-com BrandDoc (v2, schema 1). Do not edit by hand.

## Identity

**Tagline:** Order tacos, burritos, salads, bowls and more at Chipotle Mexican Grill. Order online for pick up or delivery and join our rewards program today.

**Sector:** food

**Domain:** chipotle.com

**Guidelines:** https://newsroom.chipotle.com/welcome


Order tacos, burritos, salads, bowls and more at Chipotle Mexican Grill. Order online for pick up or delivery and join our rewards program today.

## Colors

| Role | Name | Hex | Dark | Usage |
| --- | --- | --- | --- | --- |
| `primary` | Firebrick | `#ac241c` | — | Primary brand color: CTAs, links, active states. |
| `secondary` | Black Chocolate | `#441404` | — | Secondary brand color. |
| `accent` | Caramel | `#a76721` | — | Accent: highlights and secondary emphasis. |
| `surface` | White | `#ffffff` | — | Page and card background. |
| `text` | Near Black | `#111111` | — | Body text on surface. |

### Scales

- **primary:** 50 `#f9f1f1`, 100 `#f0dcdb`, 200 `#f2b3b0`, 300 `#ea8580`, 400 `#e35b54`, 500 `#dd352c`, 600 `#c1271f`, 700 `#ac241c`, 800 `#7b1914`, 900 `#521714`, 950 `#350f0d`
- **secondary:** 50 `#faf2f0`, 100 `#f2dfd9`, 200 `#fabda8`, 300 `#f79473`, 400 `#f46f43`, 500 `#f24e18`, 600 `#d43e0c`, 700 `#ae330a`, 800 `#872808`, 900 `#5a200c`, 950 `#441404`
- **accent:** 50 `#f9f5f1`, 100 `#efe6dc`, 200 `#f0d2b2`, 300 `#e7b784`, 400 `#de9e59`, 500 `#d78733`, 600 `#bb7325`, 700 `#a76721`, 800 `#774918`, 900 `#503416`, 950 `#34220e`
- **surface:** 50 `#ffffff`, 100 `#e6e6e6`, 200 `#d1d1d1`, 300 `#b5b5b5`, 400 `#9c9c9c`, 500 `#858585`, 600 `#707070`, 700 `#5c5c5c`, 800 `#474747`, 900 `#333333`, 950 `#212121`
- **text:** 50 `#f5f5f5`, 100 `#e6e6e6`, 200 `#d1d1d1`, 300 `#b5b5b5`, 400 `#9c9c9c`, 500 `#858585`, 600 `#707070`, 700 `#5c5c5c`, 800 `#474747`, 900 `#333333`, 950 `#111111`

## Typography

### Families

#### Gotham `gotham`
- **Source:** custom
- **Weights:** 400 Regular, 600 Semibold, 700 Bold
- **Fallback stack:** `Gotham, Arial, sans-serif`
- **Licensing:** Auto-detected web font; provenance unconfirmed. Reference only — never rehost without a license.

#### Nunito `nunito`
- **Source:** google
- **Weights:** 300 Light, 400 Regular, 600 Semibold, 700 Bold, 800 Extrabold
- **Fallback stack:** `Nunito, "Helvetica Neue", Arial, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol"`

### Role assignments

- **heading:** Gotham (`gotham`)
- **body:** Nunito (`nunito`)

### Scale

| Step | Size (rem) | Line height | Tracking (em) |
| --- | --- | --- | --- |
| sm | 0.875 | 1.5 | — |
| base | 1 | 1.6 | — |
| lg | 1.25 | 1.4 | — |
| xl | 1.75 | 1.25 | — |
| 2xl | 2.25 | 1.15 | — |
| display | 3.5 | 1.05 | -0.02 |

## Gradients

Derived from the colour roles (perceptual interpolation; same tokens in brand.css / tokens.json):

- **--brand-gradient:** `linear-gradient(135deg in oklab, #ac241c 0%, #441404 100%)` — worst-case contrast white 6.95:1 AA, black 1.35:1
- **--brand-gradient-hero:** `linear-gradient(135deg in oklab, #7e524c 0%, #32211c 100%)` — ink #ffffff; worst-case contrast white 6.57:1 AA, black 1.37:1
- **--brand-gradient-button:** `linear-gradient(180deg in oklch shorter hue, #ba3329 0%, #9e110d 100%)` — ink #ffffff; hover `linear-gradient(180deg in oklch shorter hue, #c43e32 0%, #a92019 100%)`; active `linear-gradient(180deg in oklch shorter hue, #af281f 0%, #940000 100%)`

## Logos

### primary
- **Formats:**
  - `svg`: https://www.chipotle.com/content/experience-fragments/chipotle/us/en/xf-header/master/_jcr_content/root/container_712714414/image_411084835.coreimg.svg/1689182077517/cmg-medallion-logo.svg
- **Clearspace:** 1× logo-height — Default clearspace of one logo-height on all sides (auto-seeded; refine after review).
- **Min size:** 24px w (screen)
- **Allowed backgrounds:** any

### mark
- **Formats:**
  - `svg` (81×81): https://iihdrqhzaupyssngtrja.supabase.co/storage/v1/object/public/brand-assets/workspaces/9fa09c23-9560-4b2e-87b6-eae0d28b47fe/brands/dc5345bc-0628-4b4d-a8ff-6cb568b18231/logos/mark-7113227252190404.svg
- **Clearspace:** 0.5× logo-height — Default clearspace (auto-seeded from the primary; refine after review).
- **Min size:** 16px w (screen)
- **Allowed backgrounds:** any
- **Notes:** The primary logo is a standalone symbol; reused as the mark.

### favicon
- **Formats:**
  - `svg`: https://www.chipotle.com/content/experience-fragments/chipotle/us/en/xf-header/master/_jcr_content/root/container_712714414/image_411084835.coreimg.svg/1689182077517/cmg-medallion-logo.svg
- **Allowed backgrounds:** any

## Boards

- **Cover** — `cover` (`board-cover`)
- **Color System** — `color-system` (`board-colors`)
- **Type Specimen** — `type-specimen` (`board-type`)
- **Logo Suite** — `logo-suite` (`board-logos`)

## Resources

- Tokens (JSON): /b/chipotle-com/tokens.json
- Tokens (CSS): /b/chipotle-com/brand.css
- This document: /b/chipotle-com/brand.md
- MCP endpoint (public read): mcp.brandsweets.com/chipotle-com/mcp
- Agent integration guide: /agents.md