# Apollo Brand Identity A complete profile of **Apollo**'s visual system — colors, typography, components, and personality — extracted from http://apollographql.com/. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/apollo - Machine-readable JSON: https://characterquilt.com/branding/apollo.json - Per-page llms.txt: https://characterquilt.com/branding/apollo/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #2C3A41 | | Accent | #E75E15 | | Body Font | Inter | | Heading Font | Inter | ## Color Palette - primary: #2C3A41 - secondary: #E75E15 - accent: #E75E15 - background: #F8F8F8 - textPrimary: #15252D - link: #15252D ## 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%20width%3D%2285%22%20height%3D%2230%22%20fill%3D%22none%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill%3D%22%23fff%22%20d%3D%22M47.765%2017.173a5.5%205.5%200%200%201-2.097%202.187q-1.347.79-3.068.788-1.722%200-3.07-.788a5.5%205.5%200%200%201-2.096-2.187q-.75-1.398-.75-3.13t.75-3.13a5.5%205.5%200%200%201%202.097-2.186q1.346-.79%203.069-.79t3.068.79a5.5%205.5%200%200%201%202.097%202.186q.75%201.398.75%203.13t-.75%203.13m-8.064-1.106q.41.891%201.16%201.398.75.505%201.739.505.971%200%201.722-.505.75-.507%201.159-1.398.409-.893.41-2.024%200-1.133-.41-2.024t-1.16-1.397q-.75-.506-1.721-.506-.99%200-1.74.506t-1.159%201.397q-.408.893-.409%202.024%200%201.133.41%202.024M84.25%2017.173a5.5%205.5%200%200%201-2.097%202.187q-1.347.79-3.069.788-1.721%200-3.069-.788a5.5%205.5%200%200%201-2.097-2.187q-.75-1.398-.75-3.13t.75-3.13a5.5%205.5%200%200%201%202.097-2.186q1.346-.79%203.069-.79t3.069.79a5.5%205.5%200%200%201%202.097%202.186q.75%201.398.75%203.13t-.75%203.13m-8.064-1.106q.41.891%201.16%201.398.75.505%201.738.505.972%200%201.722-.505.75-.507%201.16-1.398.409-.893.409-2.024%200-1.133-.41-2.024-.409-.891-1.159-1.397t-1.722-.506q-.99%200-1.739.506t-1.16%201.397q-.408.893-.408%202.024%200%201.133.409%202.024M19.853%2017.94l-.563-1.61-.741-2.118-.537-1.534-.701-2.006-.816-2.331H12.54l-.631%201.805-.563%201.609-2.795%207.99h2.608l.818-2.332h3.956l-.702-2.006h-2.555l.537-1.534%201.12-3.201.185-.53.185.53%203.173%209.072v.002h2.609zM32.899%209.361q.886%201.02.886%202.633%200%201.697-.878%202.735t-2.72%201.038h-3.409v3.979H24.17V8.34h6.018q1.825%200%202.71%201.02m-3.53%204.382q.904%200%201.313-.463.41-.463.41-1.27%200-1.646-1.705-1.646h-2.609v3.38zM54.622%208.34v9.33h5.302v2.076h-7.91V8.34zM65.416%208.34v9.33h5.302v2.076h-7.91V8.34z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22%23fff%22%20d%3D%22M22.479%204.63a1.5%201.5%200%200%200%201.219-.62%201.525%201.525%200%200%200-.73-2.34%201.5%201.5%200%200%200-1.354.191%2014.45%2014.45%200%200%200-14.74.329%2014.6%2014.6%200%200%200-5.209%205.625%2014.68%2014.68%200%200%200%20.72%2014.815%2014.55%2014.55%200%200%200%205.73%205.087%2014.45%2014.45%200%200%200%2014.702-1.121.595.595%200%200%200%20.147-.83.593.593%200%200%200-.824-.147A13.267%2013.267%200%200%201%208.653%2026.65a13.36%2013.36%200%200%201-5.26-4.66%2013.48%2013.48%200%200%201-.69-13.588%2013.4%2013.4%200%200%201%204.76-5.175%2013.272%2013.272%200%200%201%2013.521-.356%201.53%201.53%200%200%200%20.345%201.226%201.51%201.51%200%200%200%201.15.532%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3C%2Fsvg%3E - Favicon: https://www.apollographql.com/favicon/apple-icon-57x57.png - Social card (og:image): https://www.apollographql.com/og.png ## UI Components - buttonPrimary: background=#E75E15, textColor=#15252D, borderRadius=999px, shadow=none - buttonSecondary: background=#15252D, textColor=#FFFFFF, borderColor=#E75E15, borderRadius=999px, shadow=none ## Brand Personality Tone: professional · Energy: medium · Audience: developers and tech companies ## Apollo Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **Enterprise Support** - Image: https://www.apollographql.com/_next/image?url=%2Fassets%2Fgraphos%2Fhero%2Fbackground-desktop.png&w=3840&q=75 - Source: https://www.apollographql.com/enterprise/support - **Save and share your GraphQL operations in Apollo Explorer! - Apollo GraphQL Blog** - Image: https://wp.apollographql.com/wp-content/uploads/2022/03/Blog-cover-Embeddable-Explorer-3.png - Source: https://www.apollographql.com/blog/save-and-share-your-graphql-operations-in-apollo-explorer - **Disabling cache in Apollo client when 'cache-control' response header is set with 'no-store' - Client SDKs - Apollo Community** - Image: https://us1.discourse-cdn.com/flex019/uploads/apollographql/original/2X/9/9291d15d0df39f9fb26a1e206c072fd7f3e7abd1.png - Source: https://community.apollographql.com/t/disabling-cache-in-apollo-client-when-cache-control-response-header-is-set-with-no-store/3230 - **Using GraphQL with Python - A Complete Guide - Apollo GraphQL Blog** - Image: https://paper-attachments.dropbox.com/s_EA97983148A602EA5834D427CC2608BC8BB2085BFEFE14AF7C04A52A162E68A7_1620522668844_image.png - Source: https://www.apollographql.com/blog/complete-api-guide - **Deliver tomorrow's roadmap today with Apollo** - Image: https://www.datocms-assets.com/102461/1711982295-wk-blue-tm.png - Source: https://www.apollographql.com/why-apollo - **New release of GraphQL Subscriptions for Javascript - Apollo GraphQL Blog** - Image: https://miro.medium.com/max/5092/1*OI8unw4F2B2NF37jeRaypw.png - Source: https://www.apollographql.com/blog/new-release-of-graphql-subscriptions-for-javascript-f11be19e6569 ## 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" } ], "colors": { "primary": "#2C3A41", "secondary": "#E75E15", "accent": "#E75E15", "background": "#F8F8F8", "textPrimary": "#15252D", "link": "#15252D" }, "typography": { "fontFamilies": { "primary": "Inter", "heading": "Inter" }, "fontStacks": { "heading": [ "Inter", "-apple-system", "blinkmacsystemfont", "segoe ui", "roboto", "oxygen", "ubuntu", "cantarell", "fira sans", "droid sans", "helvetica neue", "sans-serif" ], "body": [ "Inter", "-apple-system", "blinkmacsystemfont", "segoe ui", "roboto", "oxygen", "ubuntu", "cantarell", "fira sans", "droid sans", "helvetica neue", "sans-serif" ], "paragraph": [ "Inter", "-apple-system", "blinkmacsystemfont", "segoe ui", "roboto", "oxygen", "ubuntu", "cantarell", "fira sans", "droid sans", "helvetica neue", "sans-serif" ] }, "fontSizes": { "h1": "50px", "h2": "20px", "body": "14px" } }, "spacing": { "baseUnit": 4, "borderRadius": "6px" }, "components": { "buttonPrimary": { "background": "#E75E15", "textColor": "#15252D", "borderRadius": "999px", "borderRadiusCorners": { "topLeft": "999px", "topRight": "999px", "bottomRight": "999px", "bottomLeft": "999px" }, "shadow": "none" }, "buttonSecondary": { "background": "#15252D", "textColor": "#FFFFFF", "borderColor": "#E75E15", "borderRadius": "999px", "borderRadiusCorners": { "topLeft": "999px", "topRight": "999px", "bottomRight": "999px", "bottomLeft": "999px" }, "shadow": "none" } }, "images": { "logo": "data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20width%3D%2285%22%20height%3D%2230%22%20fill%3D%22none%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill%3D%22%23fff%22%20d%3D%22M47.765%2017.173a5.5%205.5%200%200%201-2.097%202.187q-1.347.79-3.068.788-1.722%200-3.07-.788a5.5%205.5%200%200%201-2.096-2.187q-.75-1.398-.75-3.13t.75-3.13a5.5%205.5%200%200%201%202.097-2.186q1.346-.79%203.069-.79t3.068.79a5.5%205.5%200%200%201%202.097%202.186q.75%201.398.75%203.13t-.75%203.13m-8.064-1.106q.41.891%201.16%201.398.75.505%201.739.505.971%200%201.722-.505.75-.507%201.159-1.398.409-.893.41-2.024%200-1.133-.41-2.024t-1.16-1.397q-.75-.506-1.721-.506-.99%200-1.74.506t-1.159%201.397q-.408.893-.409%202.024%200%201.133.41%202.024M84.25%2017.173a5.5%205.5%200%200%201-2.097%202.187q-1.347.79-3.069.788-1.721%200-3.069-.788a5.5%205.5%200%200%201-2.097-2.187q-.75-1.398-.75-3.13t.75-3.13a5.5%205.5%200%200%201%202.097-2.186q1.346-.79%203.069-.79t3.069.79a5.5%205.5%200%200%201%202.097%202.186q.75%201.398.75%203.13t-.75%203.13m-8.064-1.106q.41.891%201.16%201.398.75.505%201.738.505.972%200%201.722-.505.75-.507%201.16-1.398.409-.893.409-2.024%200-1.133-.41-2.024-.409-.891-1.159-1.397t-1.722-.506q-.99%200-1.739.506t-1.16%201.397q-.408.893-.408%202.024%200%201.133.409%202.024M19.853%2017.94l-.563-1.61-.741-2.118-.537-1.534-.701-2.006-.816-2.331H12.54l-.631%201.805-.563%201.609-2.795%207.99h2.608l.818-2.332h3.956l-.702-2.006h-2.555l.537-1.534%201.12-3.201.185-.53.185.53%203.173%209.072v.002h2.609zM32.899%209.361q.886%201.02.886%202.633%200%201.697-.878%202.735t-2.72%201.038h-3.409v3.979H24.17V8.34h6.018q1.825%200%202.71%201.02m-3.53%204.382q.904%200%201.313-.463.41-.463.41-1.27%200-1.646-1.705-1.646h-2.609v3.38zM54.622%208.34v9.33h5.302v2.076h-7.91V8.34zM65.416%208.34v9.33h5.302v2.076h-7.91V8.34z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22%23fff%22%20d%3D%22M22.479%204.63a1.5%201.5%200%200%200%201.219-.62%201.525%201.525%200%200%200-.73-2.34%201.5%201.5%200%200%200-1.354.191%2014.45%2014.45%200%200%200-14.74.329%2014.6%2014.6%200%200%200-5.209%205.625%2014.68%2014.68%200%200%200%20.72%2014.815%2014.55%2014.55%200%200%200%205.73%205.087%2014.45%2014.45%200%200%200%2014.702-1.121.595.595%200%200%200%20.147-.83.593.593%200%200%200-.824-.147A13.267%2013.267%200%200%201%208.653%2026.65a13.36%2013.36%200%200%201-5.26-4.66%2013.48%2013.48%200%200%201-.69-13.588%2013.4%2013.4%200%200%201%204.76-5.175%2013.272%2013.272%200%200%201%2013.521-.356%201.53%201.53%200%200%200%20.345%201.226%201.51%201.51%200%200%200%201.15.532%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3C%2Fsvg%3E", "favicon": "https://www.apollographql.com/favicon/apple-icon-57x57.png", "ogImage": "https://www.apollographql.com/og.png", "logoHref": "/" }, "__llm_logo_reasoning": { "selectedIndex": 0, "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand inferred from the URL and page title.", "confidence": 0.9, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": 0, "text": "Start for free", "reasoning": "Button #0, 'Start for free', uses a vibrant brand color (#E75E15) and has action-oriented text, making it the primary CTA." }, "secondary": { "index": 1, "text": "See how it works", "reasoning": "Button #1, 'See how it works', has a different background color (#15252D) and serves as a secondary action with informative text." }, "confidence": 0.95 }, "personality": { "tone": "professional", "energy": "medium", "targetAudience": "developers and tech companies" }, "designSystem": { "framework": "tailwind", "componentLibrary": "" }, "confidence": { "buttons": 0.95, "colors": 0.9, "overall": 0.925 }, "__llm_metadata": { "logoSelection": { "llmCalled": true, "llmSucceeded": true, "finalSource": "llm", "rawLogoSelection": { "selectedLogoIndex": 0, "selectedLogoReasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand inferred from the URL and page title.", "confidence": 0.9 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```