# Axis Brand Identity

A complete profile of **Axis**'s visual system — colors, typography, components, and personality — extracted from http://axis.xyz. Built for designers, agents, and AI tools.

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #FFC9D9 |
| Accent | #F23C73 |
| Body Font | Helvetica Now Text |
| Heading Font | Helvetica Now Display |

## Color Palette

- primary: #FFC9D9
- secondary: #F23C73
- accent: #F23C73
- background: #FFFFFF
- textPrimary: #656A70
- link: #FFABC5

## Typography

- primary: Helvetica Now Text — https://fonts.google.com/specimen/Helvetica+Now+Text
- heading: Helvetica Now Display — https://fonts.google.com/specimen/Helvetica+Now+Display

## Visual Assets

- Logo: https://cdn.prod.website-files.com/60fcc056465edf8e97191ad9/67447965a6a254942af2eeda_Logo.svg
- Favicon: https://cdn.prod.website-files.com/60fcc056465edf8e97191ad9/60fcc056465edf1f67191b1b_Axis%20Favicon%202.png
- Social card (og:image): https://i.imgur.com/C0NVxpM.png

## UI Components

- buttonPrimary: background=#F23C73, textColor=#FFFFFF, borderRadius=4px, shadow=rgba(242, 60, 115, 0.25) 0px 12px 16px -2px
- buttonSecondary: background=#FFFFFF, textColor=#333333, borderColor=#CCCCCC, borderRadius=4px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: corporate teams and professionals

## Axis Brand in the Wild

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

- **Axis**
  - Image: https://i.imgur.com/C0NVxpM.png
  - Source: https://www.axis.xyz/
- **Axis**
  - Image: https://cdn.prod.website-files.com/60fcc056465edf8e97191ad9/6799055ac7ff58e0db1e373e_WMap-new.png
  - Source: https://www.axis.xyz/
- **Axis**
  - Image: https://cdn.prod.website-files.com/60fcc056465edf8e97191ad9/6791513b6290d28e2ad12911_rive1-mob.png
  - Source: https://www.axis.xyz/

## 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": "Helvetica Now Text",
      "role": "body"
    },
    {
      "family": "Helvetica Now Display",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#FFC9D9",
    "secondary": "#F23C73",
    "accent": "#F23C73",
    "background": "#FFFFFF",
    "textPrimary": "#656A70",
    "link": "#FFABC5"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Helvetica Now Text",
      "heading": "Helvetica Now Display"
    },
    "fontStacks": {
      "heading": [
        "Helvetica Now Display",
        "sans-serif"
      ],
      "body": [
        "Helvetica Now Text",
        "sans-serif"
      ],
      "paragraph": [
        "Helvetica Now Text",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "48px",
      "h2": "40px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#F23C73",
      "textColor": "#FFFFFF",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "rgba(242, 60, 115, 0.25) 0px 12px 16px -2px"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#333333",
      "borderColor": "#CCCCCC",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.prod.website-files.com/60fcc056465edf8e97191ad9/67447965a6a254942af2eeda_Logo.svg",
    "favicon": "https://cdn.prod.website-files.com/60fcc056465edf8e97191ad9/60fcc056465edf1f67191b1b_Axis%20Favicon%202.png",
    "ogImage": "https://i.imgur.com/C0NVxpM.png",
    "logoHref": "#",
    "logoAlt": "Axis logo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, and matches the brand name 'Axis' in the alt text.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "Schedule a Demo",
      "reasoning": "Button #1 has a vibrant background color (#F23C73) and action-oriented text ('Schedule a Demo'), making it the primary CTA."
    },
    "secondary": {
      "index": 2,
      "text": "Login",
      "reasoning": "Button #2 has a different background color (#FFFFFF) and serves a secondary function ('Login'), making it suitable as the secondary CTA."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "corporate teams and 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": 0,
        "selectedLogoReasoning": "Selected #0 because it is visible, located in the header, and matches the brand name 'Axis' in the alt text.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```