# Duna Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #0000EE |
| Accent | #160F0C |
| Body Font | GT America Regular |
| Heading Font | GT America Trial Md |

## Color Palette

- primary: #0000EE
- secondary: #1B0624
- accent: #160F0C
- background: #FFFFFF
- textPrimary: #160F0C
- link: #766A7C

## Typography

- primary: GT America Regular — https://fonts.google.com/specimen/GT+America+Regular
- heading: GT America Trial Md — https://fonts.google.com/specimen/GT+America+Trial+Md

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20style%3D%22width%3A100%25%3Bheight%3A100%25%3B%22%20data-fc-idx%3D%220%22%3E%3Csvg%20viewBox%3D%220%200%2066%2016%22%20id%3D%22svg8877093282%22%3E%3Cpath%20d%3D%22M%2065.001%2015.706%20L%2061.746%2015.706%20L%2060.211%2011.254%20L%2053.815%2011.254%20L%2052.187%2015.706%20L%2049.803%2015.706%20L%2056.176%200%20L%2058.491%200%20Z%20M%2054.525%209.446%20L%2059.5%209.446%20L%2057.047%203.254%20L%2056.932%203.254%20Z%20M%2034.066%200%20L%2037.55%200%20L%2044.84%2011.909%20L%2044.978%2011.909%20L%2044.978%200%20L%2047.064%200%20L%2047.064%2015.706%20L%2044.129%2015.706%20L%2036.29%203.006%20L%2036.152%203.006%20L%2036.152%2015.706%20L%2034.066%2015.706%20Z%20M%2023.794%2016%20C%2019.645%2016%2017.238%2013.514%2017.238%209.22%20L%2017.238%200%20L%2019.966%200%20L%2019.966%209.243%20C%2019.966%2011.977%2021.364%2013.808%2024.069%2013.808%20C%2026.682%2013.808%2028.172%2012.113%2028.172%209.265%20L%2028.172%200%20L%2030.281%200%20L%2030.281%209.198%20C%2030.281%2013.446%2027.943%2016%2023.794%2016%20Z%20M%200%200%20L%205.295%200%20C%2010.591%200%2014.006%203.119%2014.006%207.842%20C%2014.006%2012.565%2010.591%2015.706%205.295%2015.706%20L%200%2015.684%20L%200%200%20Z%20M%202.751%2013.943%20L%204.699%2013.943%20C%208.459%2013.943%2011.003%2012.136%2011.003%207.842%20C%2011.003%203.571%208.459%201.763%204.699%201.763%20L%202.751%201.763%20Z%22%20fill%3D%22var(--token-89828b4b-df5f-4a04-ab85-820f9a85335a%2C%20rgb(13%2C%2013%2C%2013))%22%2F%3E%3C%2Fsvg%3E%3C%2Fsvg%3E
- Favicon: https://framerusercontent.com/images/NE8JsjXIjzJVlyyyktYN06ZoPY.png
- Social card (og:image): https://framerusercontent.com/images/R0DdHhOBgKcuDCdUZPBqDoSyc.jpg

## UI Components

- buttonPrimary: background=#160F0C, textColor=#0000EE, borderRadius=999px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#0000EE, borderRadius=999px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: business professionals seeking compliance solutions

## Duna Brand in the Wild

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

- **Duna raises €10.7 mn seed round from Index Ventures and global tech leaders  - Duna**
  - Image: https://framerusercontent.com/images/b6F3Is6SRKdShad532xNv0dAlj0.jpg?width=5633&height=4023
  - Source: https://duna.com/news/duna-announces-10m-seed-round-led-by-index-ventures
- **Duna - The new standard in compliance**
  - Image: https://framerusercontent.com/images/gC12092Qjayqp7RTNHsQaMKeFM.png?width=1724&height=664
  - Source: https://duna.com/transparency
- **The Business Identity Network: CapitalG's thesis on Duna - Duna**
  - Image: https://framerusercontent.com/images/LZKLDgQ9eZY40LwBK10yibp5OFU.jpeg?width=5787&height=7716
  - Source: https://duna.com/news/capitalg-seriesa-blog
- **The Business Identity Network: CapitalG's thesis on Duna - Duna**
  - Image: https://framerusercontent.com/images/0WwsY9f7o5vexeekndEVYYgM.webp?width=1091&height=520
  - Source: https://duna.com/news/capitalg-seriesa-blog
- **Building an Identity system of record in times of AI - Duna**
  - Image: https://framerusercontent.com/images/xr4VFE9bSmwDk01Rb7glg9yqw0.webp?width=4096&height=2926
  - Source: https://duna.com/news/ai-memo
- **Duna - The new standard in compliance**
  - Image: https://framerusercontent.com/images/R0DdHhOBgKcuDCdUZPBqDoSyc.jpg
  - Source: https://duna.com/product/data-platform

## 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": "GT America Regular",
      "role": "body"
    },
    {
      "family": "GT America Trial Md",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#0000EE",
    "secondary": "#1B0624",
    "accent": "#160F0C",
    "background": "#FFFFFF",
    "textPrimary": "#160F0C",
    "link": "#766A7C"
  },
  "typography": {
    "fontFamilies": {
      "primary": "GT America Regular",
      "heading": "GT America Trial Md"
    },
    "fontStacks": {
      "heading": [
        "GT America Regular",
        "sans-serif"
      ],
      "body": [
        "sans-serif"
      ],
      "paragraph": [
        "GT America Regular",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "72px",
      "h2": "44px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#160F0C",
      "textColor": "#0000EE",
      "borderRadius": "999px",
      "borderRadiusCorners": {
        "topLeft": "999px",
        "topRight": "999px",
        "bottomRight": "999px",
        "bottomLeft": "999px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#0000EE",
      "borderRadius": "999px",
      "borderRadiusCorners": {
        "topLeft": "999px",
        "topRight": "999px",
        "bottomRight": "999px",
        "bottomLeft": "999px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20style%3D%22width%3A100%25%3Bheight%3A100%25%3B%22%20data-fc-idx%3D%220%22%3E%3Csvg%20viewBox%3D%220%200%2066%2016%22%20id%3D%22svg8877093282%22%3E%3Cpath%20d%3D%22M%2065.001%2015.706%20L%2061.746%2015.706%20L%2060.211%2011.254%20L%2053.815%2011.254%20L%2052.187%2015.706%20L%2049.803%2015.706%20L%2056.176%200%20L%2058.491%200%20Z%20M%2054.525%209.446%20L%2059.5%209.446%20L%2057.047%203.254%20L%2056.932%203.254%20Z%20M%2034.066%200%20L%2037.55%200%20L%2044.84%2011.909%20L%2044.978%2011.909%20L%2044.978%200%20L%2047.064%200%20L%2047.064%2015.706%20L%2044.129%2015.706%20L%2036.29%203.006%20L%2036.152%203.006%20L%2036.152%2015.706%20L%2034.066%2015.706%20Z%20M%2023.794%2016%20C%2019.645%2016%2017.238%2013.514%2017.238%209.22%20L%2017.238%200%20L%2019.966%200%20L%2019.966%209.243%20C%2019.966%2011.977%2021.364%2013.808%2024.069%2013.808%20C%2026.682%2013.808%2028.172%2012.113%2028.172%209.265%20L%2028.172%200%20L%2030.281%200%20L%2030.281%209.198%20C%2030.281%2013.446%2027.943%2016%2023.794%2016%20Z%20M%200%200%20L%205.295%200%20C%2010.591%200%2014.006%203.119%2014.006%207.842%20C%2014.006%2012.565%2010.591%2015.706%205.295%2015.706%20L%200%2015.684%20L%200%200%20Z%20M%202.751%2013.943%20L%204.699%2013.943%20C%208.459%2013.943%2011.003%2012.136%2011.003%207.842%20C%2011.003%203.571%208.459%201.763%204.699%201.763%20L%202.751%201.763%20Z%22%20fill%3D%22var(--token-89828b4b-df5f-4a04-ab85-820f9a85335a%2C%20rgb(13%2C%2013%2C%2013))%22%2F%3E%3C%2Fsvg%3E%3C%2Fsvg%3E",
    "favicon": "https://framerusercontent.com/images/NE8JsjXIjzJVlyyyktYN06ZoPY.png",
    "ogImage": "https://framerusercontent.com/images/R0DdHhOBgKcuDCdUZPBqDoSyc.jpg",
    "logoHref": "./"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 1,
    "reasoning": "Selected #1 because it is larger, visible, and links to the homepage, aligning with the brand 'Duna'.",
    "confidence": 0.8,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get started",
      "reasoning": "Button #0 with text 'Get started' is likely the primary CTA due to its action-oriented text and dark background color, which stands out as a strong call-to-action."
    },
    "secondary": {
      "index": 3,
      "text": "Discover Duna AI",
      "reasoning": "Button #3 with text 'Discover Duna AI' is selected as secondary because it has a different background color (#FFFFFF) and serves as a supportive action."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "business professionals seeking compliance solutions"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.9,
    "overall": 0.9
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 1,
        "selectedLogoReasoning": "Selected #1 because it is larger, visible, and links to the homepage, aligning with the brand 'Duna'.",
        "confidence": 0.8
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```