# Directed Edge Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #0088CC |
| Accent | #006DCC |
| Body Font | Helvetica Neue |
| Heading Font | Helvetica Neue |

## Color Palette

- primary: #0088CC
- secondary: #B94A48
- accent: #006DCC
- background: #F9F9F9
- textPrimary: #999999
- link: #006DCC

## Typography

- primary: Helvetica Neue — https://fonts.google.com/specimen/Helvetica+Neue
- heading: Helvetica Neue — https://fonts.google.com/specimen/Helvetica+Neue

## Visual Assets

- Logo: https://www.directededge.com/images/directededge-logo.png

## UI Components

- buttonPrimary: background=#006DCC, textColor=#FFFFFF, borderColor=#E0E0E0, borderRadius=4px, shadow=rgba(255, 255, 255, 0.2) 0px 1px 0px 0px inset, rgba(0, 0, 0, 0.05) 0px 1px 2px 0px

## Brand Personality

Tone: professional · Energy: medium · Audience: businesses using Shopify

## Directed Edge Brand in the Wild

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

- **Directed Edge - Home**
  - Image: https://www.directededge.com/images/recommendations.png
  - Source: https://www.directededge.com/
- **Directed Edge - Blog - Facebook's news feed: The beginning of a  recommendations dominated web**
  - Image: http://blog.directededge.com/wp-content/uploads/2009/10/facebook-news.png
  - Source: https://blog.directededge.com/2009/10/23/facebooks-news-feed-the-beginning-of-a-recommendations-dominated-web/
- **Directed Edge - Home**
  - Image: https://www.directededge.com/images/hand-picker.png
  - Source: https://www.directededge.com/
- **Directed Edge - Blog - Related Pages on Wikipedia via our web services API.**
  - Image: https://blog.directededge.com/wp-content/uploads/2008/08/wikipedia-related-articles1.jpg
  - Source: https://blog.directededge.com/2008/08/23/related-pages-on-wikipedia/
- **Directed Edge - Home**
  - Image: https://www.directededge.com/images/email.png
  - Source: https://www.directededge.com/
- **Directed Edge - Blog - Directed Edge delivering 33% of revenue for The  Market Quarter**
  - Image: https://blog.directededge.com/wp-content/uploads/2010/06/marketquarter.png
  - Source: https://blog.directededge.com/2010/06/16/directed-edge-delivering-33-of-revenue-for-the-market-quarte/

## 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 Neue",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#0088CC",
    "secondary": "#B94A48",
    "accent": "#006DCC",
    "background": "#F9F9F9",
    "textPrimary": "#999999",
    "link": "#006DCC"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Helvetica Neue",
      "heading": "Helvetica Neue"
    },
    "fontStacks": {
      "heading": [
        "Helvetica Neue",
        "Helvetica",
        "Arial",
        "sans-serif"
      ],
      "body": [
        "Helvetica Neue",
        "Helvetica",
        "Arial",
        "sans-serif"
      ],
      "paragraph": [
        "Helvetica Neue",
        "Helvetica",
        "Arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "30px",
      "h2": "30px",
      "body": "15.6px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#006DCC",
      "textColor": "#FFFFFF",
      "borderColor": "#E0E0E0",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "rgba(255, 255, 255, 0.2) 0px 1px 0px 0px inset, rgba(0, 0, 0, 0.05) 0px 1px 2px 0px"
    }
  },
  "images": {
    "logo": "https://www.directededge.com/images/directededge-logo.png",
    "favicon": null,
    "ogImage": null,
    "logoHref": "https://www.directededge.com/",
    "logoAlt": "Directed Edge"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, medium-sized, and matches the brand name 'Directed Edge'. It links to the homepage, which is a strong indicator of being the primary brand logo.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Sign up in Shopify's App Store",
      "reasoning": "The button uses a vibrant blue color (#006DCC) which is a strong indicator of a primary call-to-action. The text 'Sign up in Shopify's App Store' is action-oriented, further supporting its role as the primary CTA."
    },
    "secondary": {
      "index": -1,
      "text": "N/A",
      "reasoning": "There is only one button detected, so no secondary button is available with a different color."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "businesses using Shopify"
  },
  "designSystem": {
    "framework": "bootstrap",
    "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, medium-sized, and matches the brand name 'Directed Edge'. It links to the homepage, which is a strong indicator of being the primary brand logo.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```