# Circular Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #EA2F5D |
| Accent | #EA2F5D |
| Body Font | Lexend Deca |
| Heading Font | Lexend Deca |

## Color Palette

- primary: #EA2F5D
- secondary: #501EC4
- accent: #EA2F5D
- background: #FFFFFF
- textPrimary: #190644
- link: #190644

## Typography

- primary: Lexend Deca — https://fonts.google.com/specimen/Lexend+Deca
- heading: Lexend Deca — https://fonts.google.com/specimen/Lexend+Deca

## Visual Assets

- Logo: https://cdn.prod.website-files.com/622e2a9ca955ec864400395e/64957d7b65a257fb517de818_Header%20-%20Left%20-%20Big%202.svg
- Favicon: https://cdn.prod.website-files.com/622e2a9ca955ec864400395e/622e2ea09a2c51b9f55f71ae_logoicon.png
- Social card (og:image): https://cdn.prod.website-files.com/622e2a9ca955ec864400395e/6268c1096424b20243791661_OpenGraph1.png

## UI Components

- buttonPrimary: background=#EA2F5D, textColor=#FFFFFF, borderRadius=5px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#501EC4, borderRadius=0px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: environmentally conscious consumers and businesses

## Circular Brand in the Wild

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

- **About**
  - Image: https://cdn.prod.website-files.com/62361a4d0ade6954331ea325/65e94bd329cca63d8155c97a_KOH%20Wen%20Jie%20-%20Photo.jpg
  - Source: https://www.nowcircular.com/about
- **Circular**
  - Image: https://cdn.prod.website-files.com/622e2a9ca955ec864400395e/66f642ea3af4b2116ba4ff06_iStock-1301081654.jpg
  - Source: https://nowcircular.com/
- **About**
  - Image: https://cdn.prod.website-files.com/62361a4d0ade6954331ea325/65f7e106098f69f12496f6f9_ben-headshot.jpg
  - Source: https://www.nowcircular.com/about
- **Circular**
  - Image: https://cdn.prod.website-files.com/622e2a9ca955ec864400395e/649977a89f4eaba465d13ac2_Diagram.png
  - Source: https://nowcircular.com/
- **About**
  - Image: https://cdn.prod.website-files.com/622e2a9ca955ec864400395e/64bf98e18058dd315597be1b_istockphoto-iStock-1177497715.jpg-2048x2048%201.jpg
  - Source: https://www.nowcircular.com/about
- **Careers**
  - Image: https://cdn.prod.website-files.com/622e2a9ca955ec864400395e/64c003652102be7c0becb1af_1.jpg
  - Source: https://www.nowcircular.com/careers

## 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": "Lexend Deca",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#EA2F5D",
    "secondary": "#501EC4",
    "accent": "#EA2F5D",
    "background": "#FFFFFF",
    "textPrimary": "#190644",
    "link": "#190644"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Lexend Deca",
      "heading": "Lexend Deca"
    },
    "fontStacks": {
      "heading": [
        "Lexend Deca",
        "sans-serif"
      ],
      "body": [
        "Lexend Deca",
        "sans-serif"
      ],
      "paragraph": [
        "Lexend Deca",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "32px",
      "h2": "24px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 8,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#EA2F5D",
      "textColor": "#FFFFFF",
      "borderRadius": "5px",
      "borderRadiusCorners": {
        "topLeft": "5px",
        "topRight": "5px",
        "bottomRight": "5px",
        "bottomLeft": "5px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#501EC4",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.prod.website-files.com/622e2a9ca955ec864400395e/64957d7b65a257fb517de818_Header%20-%20Left%20-%20Big%202.svg",
    "favicon": "https://cdn.prod.website-files.com/622e2a9ca955ec864400395e/622e2ea09a2c51b9f55f71ae_logoicon.png",
    "ogImage": "https://cdn.prod.website-files.com/622e2a9ca955ec864400395e/6268c1096424b20243791661_OpenGraph1.png"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 1,
    "reasoning": "Logo rejected: Red flags detected (menu word). Selected #1 because it is visible, located in the header, links to the homepage, and matches the brand name 'Circular'.",
    "confidence": 0.9,
    "rejected": true,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 4,
      "text": "Circular careers",
      "reasoning": "Button #4 with text 'Circular careers' uses the vibrant brand color #EA2F5D, indicating a primary call-to-action related to career opportunities, which is often a key focus for businesses."
    },
    "secondary": {
      "index": 10,
      "text": "Circular careers",
      "reasoning": "Button #10 with text 'Circular careers' uses a different color group (#FFFFFF background), making it suitable as a secondary CTA, complementing the primary button."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "environmentally conscious consumers and businesses"
  },
  "designSystem": {
    "framework": "bootstrap",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.95,
    "overall": 0.925
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 1,
        "selectedLogoReasoning": "Selected #1 because it is visible, located in the header, links to the homepage, and matches the brand name 'Circular'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```