# Clau Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #7F8491 |
| Accent | #2B61E5 |
| Body Font | DM Sans |
| Heading Font | DM Sans |

## Color Palette

- primary: #7F8491
- accent: #2B61E5
- background: #FFFFFF
- textPrimary: #1D1D1F
- link: #2B61E5

## Typography

- primary: DM Sans — https://fonts.google.com/specimen/DM+Sans
- heading: DM Sans — https://fonts.google.com/specimen/DM+Sans

## Visual Assets

- Logo: https://cdn.prod.website-files.com/6643a82fc46ca462b5ef98ff/66453df22ea2921011413923_logo-clau-black.svg
- Favicon: https://cdn.prod.website-files.com/6643a82fc46ca462b5ef98ff/66f1ace3cc6464a6b2a5ac08_favicon-32x32.png

## UI Components

- buttonPrimary: background=#1D1D1F, textColor=#FFFFFF, borderColor=#1D1D1F, borderRadius=80px, shadow=none
- buttonSecondary: background=transparent, textColor=#FFFFFF, borderRadius=80px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: Real estate buyers and investors in Mexico

## Clau Brand in the Wild

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

- **Propiedades en venta con 3 recamaras en Ciudad de México, Xochimilco |  Clau.com**
  - Image: https://assets.easybroker.com/property_images/5316072/91701132/EB-TK6072.jpeg?version=1750112992
  - Source: https://www.clau.com/venta/propiedades-en-ciudad-de-mexico-xochimilco-con-3-recamaras
- **Propiedades en venta con 3 recamaras en Ciudad de México, Xochimilco |  Clau.com**
  - Image: https://assets.easybroker.com/property_images/5316072/91701075/EB-TK6072.jpeg?version=1750112992
  - Source: https://www.clau.com/venta/propiedades-en-ciudad-de-mexico-xochimilco-con-3-recamaras
- **Propiedades en venta con 3 recamaras en Ciudad de México, Xochimilco |  Clau.com**
  - Image: https://assets.easybroker.com/property_images/5316072/91701121/EB-TK6072.jpeg?version=1750112992
  - Source: https://www.clau.com/venta/propiedades-en-ciudad-de-mexico-xochimilco-con-3-recamaras
- **Propiedades en venta con 3 recamaras en Ciudad de México, Xochimilco |  Clau.com**
  - Image: https://assets.easybroker.com/property_images/5316072/91701117/EB-TK6072.jpeg?version=1750112992
  - Source: https://www.clau.com/venta/propiedades-en-ciudad-de-mexico-xochimilco-con-3-recamaras
- **Propiedades en venta con 3 recamaras en Ciudad de México, Xochimilco |  Clau.com**
  - Image: https://assets.easybroker.com/property_images/5316072/91701717/EB-TK6072.jpeg?version=1750112992
  - Source: https://www.clau.com/venta/propiedades-en-ciudad-de-mexico-xochimilco-con-3-recamaras
- **6776ddc4450803e673dee477_Portada Clau (1) (1).webp**
  - Image: https://cdn.prod.website-files.com/6643a82fc46ca462b5ef9921/6776ddc4450803e673dee477_Portada%20Clau%20(1)%20(1).webp
  - Source: https://www.clau.com/elliving/vive-en-pena-de-bernal

## 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": "DM Sans",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#7F8491",
    "accent": "#2B61E5",
    "background": "#FFFFFF",
    "textPrimary": "#1D1D1F",
    "link": "#2B61E5"
  },
  "typography": {
    "fontFamilies": {
      "primary": "DM Sans",
      "heading": "DM Sans"
    },
    "fontStacks": {
      "heading": [
        "DM Sans",
        "sans-serif"
      ],
      "body": [
        "DM Sans",
        "sans-serif"
      ],
      "paragraph": [
        "DM Sans",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "64px",
      "h2": "56px",
      "body": "24px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#1D1D1F",
      "textColor": "#FFFFFF",
      "borderColor": "#1D1D1F",
      "borderRadius": "80px",
      "borderRadiusCorners": {
        "topLeft": "80px",
        "topRight": "80px",
        "bottomRight": "80px",
        "bottomLeft": "80px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#FFFFFF",
      "borderRadius": "80px",
      "borderRadiusCorners": {
        "topLeft": "80px",
        "topRight": "80px",
        "bottomRight": "80px",
        "bottomLeft": "80px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.prod.website-files.com/6643a82fc46ca462b5ef98ff/66453df22ea2921011413923_logo-clau-black.svg",
    "favicon": "https://cdn.prod.website-files.com/6643a82fc46ca462b5ef98ff/66f1ace3cc6464a6b2a5ac08_favicon-32x32.png",
    "ogImage": null,
    "logoHref": "/",
    "logoAlt": "Clau logo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, links to home, and matches the brand name 'Clau'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Comienza ya",
      "reasoning": "Button #0 has a dark background with a strong call-to-action text 'Comienza ya', making it the primary CTA."
    },
    "secondary": {
      "index": 1,
      "text": "¿Necesitas un crédito hipotecario?",
      "reasoning": "Button #1 is transparent with a less prominent action, suitable as a secondary button."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "Real estate buyers and investors in Mexico"
  },
  "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, links to home, and matches the brand name 'Clau'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```