# Abacum Brand Identity

A complete profile of **Abacum**'s visual system — colors, typography, components, and personality — extracted from https://www.abacum.ai/. Built for designers, agents, and AI tools.

- Page: https://characterquilt.com/branding/abacum
- Machine-readable JSON: https://characterquilt.com/branding/abacum.json
- Per-page llms.txt: https://characterquilt.com/branding/abacum/llms.txt

## Quick Facts

| Field | Value |
|---|---|
| Primary | #7700FE |
| Accent | #7700FE |
| Body Font | Inter |
| Heading Font | Inter |

## Color Palette

- primary: #7700FE
- secondary: #1863DC
- accent: #7700FE
- background: #FFFFFF
- textPrimary: #000000
- link: #0000EE

## Typography

- primary: Inter — https://fonts.google.com/specimen/Inter
- heading: Inter — https://fonts.google.com/specimen/Inter

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20style%3D%22width%3A100%25%3Bheight%3A100%25%3B%22%20viewBox%3D%220%200%20338%2048%22%20preserveAspectRatio%3D%22none%22%20width%3D%22100%25%22%20height%3D%22100%25%22%20data-fc-idx%3D%220%22%3E%3Csvg%20width%3D%22338%22%20height%3D%2248%22%20fill%3D%22none%22%20id%3D%22svg-42022309_3326%22%3E%3Cpath%20d%3D%22m128.993%2029.31-4.816-13.945c-.278-.802-1.419-.806-1.701-.003l-4.869%2013.949-2.461%206.974-3.358%209.556a.898.898%200%200%201-.85.599h-6.821a.895.895%200%200%201-.847-1.197l15.601-43.054a.899.899%200%200%201%20.846-.592h7.86l15.813%2043.646a.895.895%200%200%201-.847%201.197h-6.997a.9.9%200%200%201-.853-.609l-3.242-9.546-2.458-6.974Zm52.249%202.212c-.063%209.911-6.338%2015.721-15.015%2015.721-4.148%200-7.162-1.466-9.041-3.219-.545-.51-1.439-.2-1.521.543l-.119%201.085a.897.897%200%200%201-.893.796h-5.558a.898.898%200%200%201-.9-.895V1.644c0-.493.404-.894.9-.894h6.08c.496%200%20.9.401.9.894v15.788c0%20.776.91%201.167%201.502.66%202.289-1.956%205.501-2.903%208.713-2.903%208.551%200%2015.015%205.873%2014.952%2016.333Zm-8.061-.368c0-5.383-3.507-8.81-8.432-8.81-4.923%200-8.433%203.427-8.433%208.81%200%205.383%203.51%208.81%208.433%208.81%204.925%200%208.432-3.427%208.432-8.81Zm32.179%2014.547c-.023-.151-.049-.312-.072-.483-.103-.704-.94-.997-1.482-.533-1.737%201.483-4.39%202.558-7.787%202.558-6.401%200-11.079-3.61-11.079-9.848%200-6.116%204.37-9.543%2011.079-9.543h7.962c.496%200%20.9-.401.9-.894v-.145c0-3.732-2.524-5.199-6.031-5.199-3.232%200-5.405%201.253-6.837%203.535a.9.9%200%200%201-1.205.31l-4.28-2.42a.897.897%200%200%201-.318-1.257c2.944-4.775%207.708-6.59%2013.133-6.59%206.894%200%2013.354%203%2013.354%2012.785v11.624c0%202.273.143%204.472.345%205.834a.893.893%200%200%201-.89%201.02h-5.902a.905.905%200%200%201-.89-.754Zm-.42-12.407h-7.016c-3.199%200-4.863%201.592-4.863%203.976%200%202.568%201.846%203.975%205.108%203.975%202.891%200%206.768-1.47%206.768-7.342v-.609h.003Zm28.618-18.105c6.834%200%2012.008%203.528%2013.937%208.651a.897.897%200%200%201-.51%201.148l-5.259%202.101a.905.905%200%200%201-1.158-.476c-1.191-2.588-3.811-4.203-6.884-4.203-4.863%200-7.817%203.548-7.817%208.872%200%205.505%203.139%208.747%207.817%208.747%203.139%200%205.769-1.575%207.003-4.074a.907.907%200%200%201%201.125-.46l5.12%201.897a.898.898%200%200%201%20.52%201.183c-2.21%205.364-7.582%208.675-13.953%208.675-9.418%200-15.694-6.363-15.694-15.968-.003-9.671%206.276-16.093%2015.753-16.093Zm41.608%2030.575a9.84%209.84%200%200%201-.102-.5.897.897%200%200%200-1.482-.507c-1.889%201.69-4.556%202.486-7.586%202.486-5.723%200-12.616-2.568-12.616-12.663V16.998c0-.494.403-.895.899-.895h6.262c.497%200%20.9.401.9.894V32.99c0%206.24%204.062%207.158%206.279%207.158%202.646%200%206.894-1.407%206.894-7.218V16.997c0-.493.403-.894.899-.894h6.262c.497%200%20.9.401.9.894v23.821c0%201.16.156%203.124.401%204.59a.892.892%200%200%201-.887%201.036h-6.143a.885.885%200%200%201-.88-.68ZM337.75%2027.3v18.253a.898.898%200%200%201-.9.895h-5.954a.898.898%200%200%201-.9-.895v-17.03c0-4.222-2.276-6.363-5.723-6.363-3.324%200-6.156%202.082-6.156%207.096v16.297a.898.898%200%200%201-.9.895h-6.08a.898.898%200%200%201-.899-.895v-17.09c0-4.096-2.217-6.3-5.66-6.3-3.325%200-6.157%202.141-6.157%207.097v16.296a.897.897%200%200%201-.899.895h-6.262a.898.898%200%200%201-.9-.895V16.998c0-.494.403-.895.9-.895h5.742c.46%200%20.844.342.893.796.08.72.937%201.039%201.492.566%201.787-1.52%204.324-2.28%207.284-2.28%203.99%200%207.179%201.457%209.147%204.246a.9.9%200%200%200%201.482-.023c1.767-2.614%204.909-4.222%209.064-4.222%206.712.003%2011.386%204.284%2011.386%2012.114ZM11.282%2036.442c6.093%200%2011.032-5.018%2011.032-11.208s-4.94-11.208-11.032-11.208S.25%2019.044.25%2025.234s4.94%2011.208%2011.032%2011.208Zm18.387-11.208c0-2.064%201.646-3.736%203.677-3.736h14.71c2.03%200%203.677%201.672%203.677%203.736%200%202.063-1.646%203.736-3.677%203.736h-14.71c-2.03%200-3.677-1.673-3.677-3.736ZM70.12%2036.442c6.093%200%2011.032-5.018%2011.032-11.208s-4.94-11.209-11.032-11.209c-6.093%200-11.032%205.019-11.032%2011.209%200%206.19%204.939%2011.208%2011.032%2011.208Z%22%20fill%3D%22%23000%22%20fill-opacity%3D%22.87%22%2F%3E%3C%2Fsvg%3E%3C%2Fsvg%3E
- Favicon: https://framerusercontent.com/images/iqEm7ZRoZDFODBSqJVZqwBOutY.png
- Social card (og:image): https://framerusercontent.com/images/Xlv87HIlTj3ncQi5jZqYzXOo0.png

## UI Components

- input: background=#FFFFFF, textColor=#000000, borderColor=#CCCCCC, borderRadius=6px, shadow=none
- buttonPrimary: background=#7700FE, textColor=#FFFFFF, borderRadius=6px, shadow=none
- buttonSecondary: background=#1863DC, textColor=#F4F4F4, borderColor=#1863DC, borderRadius=2px, shadow=none

## Brand Personality

Tone: modern · Energy: high · Audience: finance professionals

## Abacum Brand in the Wild

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

- **How to Connect Headcount to Business Strategy | Abacum**
  - Image: https://framerusercontent.com/images/KH8dNd5LyZLnBKqc0AIm2iihs.png?width=4329&height=2442
  - Source: https://www.abacum.ai/watch-and-learn/connect-headcount-to-business-strategy
- **FP&A Trends and Finance Industry Updates | Abacum**
  - Image: https://framerusercontent.com/images/Da1HEC7PRHrzhMpZrjO8kMo71IU.png?width=800&height=400
  - Source: https://www.abacum.ai/blog
- **Meet the Team Behind Abacum**
  - Image: https://framerusercontent.com/images/1OPiLbi5kKhgSyF6MQk0tuotS0.jpg?width=4096&height=2731
  - Source: https://www.abacum.ai/company/about
- **Top 10 Finance Newsletters for CFOs | Abacum**
  - Image: https://framerusercontent.com/images/3TpyNeT3DeIrHMVL5WzGehKpfE.png?width=800&height=400
  - Source: https://www.abacum.ai/blog/finance-newsletters
- **How to Streamline Reporting with AI Summaries | Abacum**
  - Image: https://framerusercontent.com/images/KG9iw10AelJQFToNVZNrRYhTQk.png?width=4329&height=2428
  - Source: https://www.abacum.ai/watch-and-learn/ai-summaries
- **How to Evolve Excel Into AI-Native FP&A | Abacum**
  - Image: https://framerusercontent.com/images/nLv1TbtCZAveAXTgOW7m6eOhdcg.png?width=1200&height=600
  - Source: https://www.abacum.ai/blog/from-excel-to-ai-native-fpa-with-torq

## Working with these fonts

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.

## Machine-Readable Profile

```json
{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Inter",
      "role": "body"
    },
    {
      "family": "Mars Standard Regular",
      "role": "unknown"
    },
    {
      "family": "Mars Standard Medium",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#7700FE",
    "secondary": "#1863DC",
    "accent": "#7700FE",
    "background": "#FFFFFF",
    "textPrimary": "#000000",
    "link": "#0000EE"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Inter",
      "heading": "Inter"
    },
    "fontStacks": {
      "heading": [
        "Mars Standard Regular",
        "sans-serif"
      ],
      "body": [
        "sans-serif"
      ],
      "paragraph": [
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "56px",
      "h2": "48px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "6px"
  },
  "components": {
    "input": {
      "background": "#FFFFFF",
      "textColor": "#000000",
      "borderColor": "#CCCCCC",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#7700FE",
      "textColor": "#FFFFFF",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#1863DC",
      "textColor": "#F4F4F4",
      "borderColor": "#1863DC",
      "borderRadius": "2px",
      "borderRadiusCorners": {
        "topLeft": "2px",
        "topRight": "2px",
        "bottomRight": "2px",
        "bottomLeft": "2px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20style%3D%22width%3A100%25%3Bheight%3A100%25%3B%22%20viewBox%3D%220%200%20338%2048%22%20preserveAspectRatio%3D%22none%22%20width%3D%22100%25%22%20height%3D%22100%25%22%20data-fc-idx%3D%220%22%3E%3Csvg%20width%3D%22338%22%20height%3D%2248%22%20fill%3D%22none%22%20id%3D%22svg-42022309_3326%22%3E%3Cpath%20d%3D%22m128.993%2029.31-4.816-13.945c-.278-.802-1.419-.806-1.701-.003l-4.869%2013.949-2.461%206.974-3.358%209.556a.898.898%200%200%201-.85.599h-6.821a.895.895%200%200%201-.847-1.197l15.601-43.054a.899.899%200%200%201%20.846-.592h7.86l15.813%2043.646a.895.895%200%200%201-.847%201.197h-6.997a.9.9%200%200%201-.853-.609l-3.242-9.546-2.458-6.974Zm52.249%202.212c-.063%209.911-6.338%2015.721-15.015%2015.721-4.148%200-7.162-1.466-9.041-3.219-.545-.51-1.439-.2-1.521.543l-.119%201.085a.897.897%200%200%201-.893.796h-5.558a.898.898%200%200%201-.9-.895V1.644c0-.493.404-.894.9-.894h6.08c.496%200%20.9.401.9.894v15.788c0%20.776.91%201.167%201.502.66%202.289-1.956%205.501-2.903%208.713-2.903%208.551%200%2015.015%205.873%2014.952%2016.333Zm-8.061-.368c0-5.383-3.507-8.81-8.432-8.81-4.923%200-8.433%203.427-8.433%208.81%200%205.383%203.51%208.81%208.433%208.81%204.925%200%208.432-3.427%208.432-8.81Zm32.179%2014.547c-.023-.151-.049-.312-.072-.483-.103-.704-.94-.997-1.482-.533-1.737%201.483-4.39%202.558-7.787%202.558-6.401%200-11.079-3.61-11.079-9.848%200-6.116%204.37-9.543%2011.079-9.543h7.962c.496%200%20.9-.401.9-.894v-.145c0-3.732-2.524-5.199-6.031-5.199-3.232%200-5.405%201.253-6.837%203.535a.9.9%200%200%201-1.205.31l-4.28-2.42a.897.897%200%200%201-.318-1.257c2.944-4.775%207.708-6.59%2013.133-6.59%206.894%200%2013.354%203%2013.354%2012.785v11.624c0%202.273.143%204.472.345%205.834a.893.893%200%200%201-.89%201.02h-5.902a.905.905%200%200%201-.89-.754Zm-.42-12.407h-7.016c-3.199%200-4.863%201.592-4.863%203.976%200%202.568%201.846%203.975%205.108%203.975%202.891%200%206.768-1.47%206.768-7.342v-.609h.003Zm28.618-18.105c6.834%200%2012.008%203.528%2013.937%208.651a.897.897%200%200%201-.51%201.148l-5.259%202.101a.905.905%200%200%201-1.158-.476c-1.191-2.588-3.811-4.203-6.884-4.203-4.863%200-7.817%203.548-7.817%208.872%200%205.505%203.139%208.747%207.817%208.747%203.139%200%205.769-1.575%207.003-4.074a.907.907%200%200%201%201.125-.46l5.12%201.897a.898.898%200%200%201%20.52%201.183c-2.21%205.364-7.582%208.675-13.953%208.675-9.418%200-15.694-6.363-15.694-15.968-.003-9.671%206.276-16.093%2015.753-16.093Zm41.608%2030.575a9.84%209.84%200%200%201-.102-.5.897.897%200%200%200-1.482-.507c-1.889%201.69-4.556%202.486-7.586%202.486-5.723%200-12.616-2.568-12.616-12.663V16.998c0-.494.403-.895.899-.895h6.262c.497%200%20.9.401.9.894V32.99c0%206.24%204.062%207.158%206.279%207.158%202.646%200%206.894-1.407%206.894-7.218V16.997c0-.493.403-.894.899-.894h6.262c.497%200%20.9.401.9.894v23.821c0%201.16.156%203.124.401%204.59a.892.892%200%200%201-.887%201.036h-6.143a.885.885%200%200%201-.88-.68ZM337.75%2027.3v18.253a.898.898%200%200%201-.9.895h-5.954a.898.898%200%200%201-.9-.895v-17.03c0-4.222-2.276-6.363-5.723-6.363-3.324%200-6.156%202.082-6.156%207.096v16.297a.898.898%200%200%201-.9.895h-6.08a.898.898%200%200%201-.899-.895v-17.09c0-4.096-2.217-6.3-5.66-6.3-3.325%200-6.157%202.141-6.157%207.097v16.296a.897.897%200%200%201-.899.895h-6.262a.898.898%200%200%201-.9-.895V16.998c0-.494.403-.895.9-.895h5.742c.46%200%20.844.342.893.796.08.72.937%201.039%201.492.566%201.787-1.52%204.324-2.28%207.284-2.28%203.99%200%207.179%201.457%209.147%204.246a.9.9%200%200%200%201.482-.023c1.767-2.614%204.909-4.222%209.064-4.222%206.712.003%2011.386%204.284%2011.386%2012.114ZM11.282%2036.442c6.093%200%2011.032-5.018%2011.032-11.208s-4.94-11.208-11.032-11.208S.25%2019.044.25%2025.234s4.94%2011.208%2011.032%2011.208Zm18.387-11.208c0-2.064%201.646-3.736%203.677-3.736h14.71c2.03%200%203.677%201.672%203.677%203.736%200%202.063-1.646%203.736-3.677%203.736h-14.71c-2.03%200-3.677-1.673-3.677-3.736ZM70.12%2036.442c6.093%200%2011.032-5.018%2011.032-11.208s-4.94-11.209-11.032-11.209c-6.093%200-11.032%205.019-11.032%2011.209%200%206.19%204.939%2011.208%2011.032%2011.208Z%22%20fill%3D%22%23000%22%20fill-opacity%3D%22.87%22%2F%3E%3C%2Fsvg%3E%3C%2Fsvg%3E",
    "favicon": "https://framerusercontent.com/images/iqEm7ZRoZDFODBSqJVZqwBOutY.png",
    "ogImage": "https://framerusercontent.com/images/Xlv87HIlTj3ncQi5jZqYzXOo0.png",
    "logoHref": "./"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 1,
    "reasoning": "Selected #1 because it is a medium-sized, visible logo in the header area, linking to the homepage, which aligns with the brand 'Abacum'.",
    "confidence": 0.85,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Book a Demo",
      "reasoning": "Button #0 with text 'Book a Demo' uses the vibrant brand color #7700FE, making it the most prominent call-to-action on the page."
    },
    "secondary": {
      "index": 1,
      "text": "Save My Preferences",
      "reasoning": "Button #1 with text 'Save My Preferences' uses a different vibrant color #1863DC, making it suitable as a secondary action."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "high",
    "targetAudience": "finance professionals"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.95,
    "colors": 0.9,
    "overall": 0.925
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 1,
        "selectedLogoReasoning": "Selected #1 because it is a medium-sized, visible logo in the header area, linking to the homepage, which aligns with the brand 'Abacum'.",
        "confidence": 0.85
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```