# Automattic Brand Identity A complete profile of **Automattic**'s visual system — colors, typography, components, and personality — extracted from https://automattic.com. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/automattic - Machine-readable JSON: https://characterquilt.com/branding/automattic.json - Per-page llms.txt: https://characterquilt.com/branding/automattic/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #3399CC | | Accent | #2E4453 | | Body Font | Source Serif Pro | | Heading Font | Source Serif Pro | ## Color Palette - primary: #3399CC - secondary: #008A20 - accent: #2E4453 - background: #FFFFFF - textPrimary: #000000 - link: #2E4453 ## Typography - primary: Source Serif Pro — https://fonts.google.com/specimen/Source+Serif+Pro - heading: Source Serif Pro — https://fonts.google.com/specimen/Source+Serif+Pro ## Visual Assets - Logo: https://automattic.com/wp-content/themes/a8c/automattic-2011/images/automattic-20.svg - Favicon: https://automattic.com/wp-content/uploads/2024/11/cropped-automattic-logo-square.png?w=32 - Social card (og:image): https://automattic.com/wp-content/uploads/2024/11/cropped-automattic-logo-square.png?w=200 ## Brand Personality Tone: professional · Energy: medium · Audience: web developers and digital creators ## Automattic Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **Shipping Tumblr and WordPress – Automattic** - Image: https://automattic.com/wp-content/uploads/2024/08/shipping-tumblr-and-wordpress-blog-header403x.jpg - Source: https://automattic.com/2024/08/27/shipping-tumblr-and-wordpress/ - **News – Automattic** - Image: https://automattic.com/wp-content/uploads/2025/12/a8c-wolfram-blog.png?w=1840&h=1380&crop=1 - Source: https://automattic.com/news/ - **News – Automattic** - Image: https://automattic.com/wp-content/uploads/2026/01/blogheader.png?w=1840&h=1380&crop=1 - Source: https://automattic.com/news/ - **What to Expect During a Trial – Automattic** - Image: https://automattic.com/wp-content/uploads/2025/06/bbb02062-edited.jpg - Source: https://automattic.com/what-to-expect-during-a-trial/ - **News – Automattic** - Image: https://automattic.com/wp-content/uploads/2026/02/blogheader-1.png?w=1840&h=1380&crop=1 - Source: https://automattic.com/news/ - **How Automattic Hires – Automattic** - Image: https://automattic.com/wp-content/uploads/2025/04/bbb01792-1-edited.jpg - Source: https://automattic.com/how-we-hire/ ## 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": "Source Serif Pro", "role": "body" }, { "family": "Roboto", "role": "body" }, { "family": "Oxygen-Sans", "role": "body" }, { "family": "Ubuntu", "role": "body" }, { "family": "Cantarell", "role": "body" } ], "colors": { "primary": "#3399CC", "secondary": "#008A20", "accent": "#2E4453", "background": "#FFFFFF", "textPrimary": "#000000", "link": "#2E4453" }, "typography": { "fontFamilies": { "primary": "Source Serif Pro", "heading": "Source Serif Pro" }, "fontStacks": { "heading": [ "Source Serif Pro", "serif" ], "body": [ "Source Serif Pro", "serif" ], "paragraph": [ "Source Serif Pro", "serif" ] }, "fontSizes": { "h1": "60.8px", "h2": "60px", "body": "16px" } }, "spacing": { "baseUnit": 4, "borderRadius": "0px" }, "components": {}, "images": { "logo": "https://automattic.com/wp-content/themes/a8c/automattic-2011/images/automattic-20.svg", "favicon": "https://automattic.com/wp-content/uploads/2024/11/cropped-automattic-logo-square.png?w=32", "ogImage": "https://automattic.com/wp-content/uploads/2024/11/cropped-automattic-logo-square.png?w=200", "logoHref": "/", "logoAlt": "Home of Automattic.com" }, "__llm_logo_reasoning": { "selectedIndex": 0, "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Automattic'.", "confidence": 0.95, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": -1, "text": "N/A", "reasoning": "The only detected button has a white background, which is not vibrant or indicative of a primary CTA. It also lacks action-oriented text." }, "secondary": { "index": -1, "text": "N/A", "reasoning": "There is only one button detected, and it does not qualify as a secondary button due to its lack of differentiation from a primary button." }, "confidence": 0.9 }, "personality": { "tone": "professional", "energy": "medium", "targetAudience": "web developers and digital creators" }, "designSystem": { "framework": "custom", "componentLibrary": "" }, "confidence": { "buttons": 0.9, "colors": 0.95, "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 name 'Automattic'.", "confidence": 0.95 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```