# Argo Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #0057FD |
| Accent | #0057FD |
| Body Font | Poppins |
| Heading Font | Poppins |

## Color Palette

- primary: #0057FD
- secondary: #0000EE
- accent: #0057FD
- background: #181C28
- textPrimary: #181C28
- link: #181C28

## Typography

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

## Visual Assets

- Favicon: https://argo.la/favicon.svg

## UI Components

- buttonPrimary: background=#0057FD, textColor=#FFFFFF, borderColor=#0057FD, borderRadius=4px, shadow=none
- buttonSecondary: background=transparent, textColor=#FFFFFF, borderColor=#FFFFFF, borderRadius=4px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: tech-savvy individuals interested in community engagement

## Argo Brand in the Wild

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

- **New Feature: Manage All Your Boat Trips with Argo Captain's Log Reports -  Argo**
  - Image: https://argonav.io/wp-content/uploads/2023/06/Argo-captains-log-reports.png
  - Source: https://argonav.io/blog/new-feature-captains-log-reports/
- **Argo - Training Course WordPress Landing Page Theme by kemoboy | ThemeForest**
  - Image: https://s3.envato.com/files/242963147/argo-cover.__large_preview.png
  - Source: https://themeforest.net/item/argo-training-course-wordpress-landing-page-theme/21577007?srsltid=AfmBOoqW9f7hOyViO-ZRVGB4XrPW_Dg8STiJpjoktBI3TP1ew4nisUOY
- **Argo Ads and Articles in Variety - CIA**
  - Image: https://www.cia.gov/static/e1bacd26e94f552db230dd3f945081b3/c0173/Argo_Articles.jpg
  - Source: https://www.cia.gov/legacy/museum/artifact/argo-ads-and-articles-in-variety/
- **Artifact Visualization - Argo Workflows - The workflow engine for Kubernetes**
  - Image: https://argo-workflows.readthedocs.io/en/latest/assets/graph-report.png
  - Source: https://argo-workflows.readthedocs.io/en/latest/artifact-visualization/
- **Argo - Construction & Architecture Landing page, Websites, UX and UI Kits  ft. industry & blueprint - Envato**
  - Image: https://elements-resized.envatousercontent.com/elements-cover-images/c820b337-f854-4b92-9f4d-7edb93297eac?w=433&cf_fit=scale-down&q=85&format=auto&s=254362656d62fe55a3c3ac3a88248efa3749e92f7650fae6bc333cd70b91075e
  - Source: https://elements.envato.com/argo-construction-architecture-landing-page-EBTX5A3?srsltid=AfmBOopBjpafPgVRl56IXxHVeA8lplvWL3Dr-uvdFuhdE1X8dEFcGLvw
- **Argo - Mudd-Ox IncMudd-Ox Inc**
  - Image: https://www.muddox.net/wp-content/uploads/2020/05/Argo-Brochure-8-IC_Page_1-1024x792.jpg
  - Source: https://www.muddox.net/argo/

## 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": "dark",
  "fonts": [
    {
      "family": "Poppins",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#0057FD",
    "secondary": "#0000EE",
    "accent": "#0057FD",
    "background": "#181C28",
    "textPrimary": "#181C28",
    "link": "#181C28"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Poppins",
      "heading": "Poppins"
    },
    "fontStacks": {
      "heading": [
        "Poppins",
        "sans-serif"
      ],
      "body": [
        "Poppins",
        "sans-serif"
      ],
      "paragraph": [
        "Poppins",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "16px",
      "h2": "16px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#0057FD",
      "textColor": "#FFFFFF",
      "borderColor": "#0057FD",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#FFFFFF",
      "borderColor": "#FFFFFF",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "favicon": "https://argo.la/favicon.svg",
    "ogImage": null
  },
  "__llm_logo_reasoning": {
    "selectedIndex": -1,
    "reasoning": "No candidate clearly matches the brand 'ARGO' as inferred from the URL and page title. All candidates are small and lack strong brand indicators like href to home or alt text matching the brand.",
    "confidence": 0.2,
    "rejected": true,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "Watch",
      "reasoning": "Button #1 ('Watch') uses the vibrant brand color #0057FD, indicating it is the primary call-to-action. The text 'Watch' suggests an action-oriented purpose, aligning with primary CTA characteristics."
    },
    "secondary": {
      "index": 2,
      "text": "Share",
      "reasoning": "Button #2 ('Share') has a transparent background, making it a suitable secondary button. It contrasts with the primary button's vibrant color, fitting the secondary role."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "tech-savvy individuals interested in community engagement"
  },
  "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": "No candidate clearly matches the brand 'ARGO' as inferred from the URL and page title. All candidates are small and lack strong brand indicators like href to home or alt text matching the brand.",
        "confidence": 0.2
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```