# Eligible Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #3E4F64 |
| Accent | #E8427C |
| Body Font | BasierCircle |
| Heading Font | BasierCircle |

## Color Palette

- primary: #3E4F64
- secondary: #757C85
- accent: #E8427C
- background: #FFFFFF
- textPrimary: #192534
- link: #192534

## Typography

- primary: BasierCircle — https://fonts.google.com/specimen/BasierCircle
- heading: BasierCircle — https://fonts.google.com/specimen/BasierCircle

## Visual Assets

- Logo: https://eligible.com/assets/logo-black-b21ff9632fc78036c25edb7498e5f056.digested.svg
- Favicon: https://eligible.com/assets/favicon-a8d6f840be0990d41e2c3b33760f5c7a660a925e9696c1d9f817c94b782083bb.png
- Social card (og:image): https://eligible.com/assets/redesign2017/pic-hero-home@2x-0902d522d004c6b992ce8d44b0d265c161aceb873a06c7dacc7c9d2fd7d94e86.png

## UI Components

- buttonPrimary: background=#E8427C, textColor=#FFFFFF, borderRadius=30px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: healthcare businesses

## Eligible Brand in the Wild

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

- **Introducing Ellie – Eligible’s Bot-Sized Assistant**
  - Image: https://eligible.com/blog/wp-content/uploads/2016/04/ellie.png
  - Source: https://eligible.com/blog/introducing-ellie-eligibles-bot-sized-assistant/
- **Introducing Eligible’s New Network Page**
  - Image: https://eligible.com/blog/wp-content/uploads/2017/01/network_banner-1b@2x.png
  - Source: https://eligible.com/blog/introducing-eligibles-new-network-page/
- **Introducing Ellie – Eligible’s Bot-Sized Assistant**
  - Image: https://eligible.com/blog/wp-content/uploads/2016/04/ellie_chat-1a@2x.png
  - Source: https://eligible.com/blog/introducing-ellie-eligibles-bot-sized-assistant/
- **Styleguide-Driven Development**
  - Image: https://eligible.com/blog/wp-content/uploads/2016/05/wardrobe-screenshot-1.jpg
  - Source: https://eligible.com/blog/styleguide-driven-development/
- **Heal’s Doctor on Demand Service Gets an Eligible Power Up**
  - Image: https://eligible.com/blog/wp-content/uploads/2016/03/heal-app.jpg
  - Source: https://eligible.com/blog/heal-introduction/
- **Commit Signing With Git, Hub, Keybase, and GPG**
  - Image: https://eligible.com/blog/wp-content/uploads/2016/11/change-primary-uid.png
  - Source: https://eligible.com/blog/commit-signing-with-git-hub-keybase-and-gpg/

## 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": "BasierCircle",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#3E4F64",
    "secondary": "#757C85",
    "accent": "#E8427C",
    "background": "#FFFFFF",
    "textPrimary": "#192534",
    "link": "#192534"
  },
  "typography": {
    "fontFamilies": {
      "primary": "BasierCircle",
      "heading": "BasierCircle"
    },
    "fontStacks": {
      "heading": [
        "BasierCircle",
        "sans-serif"
      ],
      "body": [
        "BasierCircle",
        "sans-serif"
      ],
      "paragraph": [
        "BasierCircle",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "16px",
      "h2": "64px",
      "body": "20px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#E8427C",
      "textColor": "#FFFFFF",
      "borderRadius": "30px",
      "borderRadiusCorners": {
        "topLeft": "30px",
        "topRight": "30px",
        "bottomRight": "30px",
        "bottomLeft": "30px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://eligible.com/assets/logo-black-b21ff9632fc78036c25edb7498e5f056.digested.svg",
    "favicon": "https://eligible.com/assets/favicon-a8d6f840be0990d41e2c3b33760f5c7a660a925e9696c1d9f817c94b782083bb.png",
    "ogImage": "https://eligible.com/assets/redesign2017/pic-hero-home@2x-0902d522d004c6b992ce8d44b0d265c161aceb873a06c7dacc7c9d2fd7d94e86.png",
    "logoHref": "/",
    "logoAlt": "Eligible"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and the alt text matches the brand name 'Eligible'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Log in",
      "reasoning": "The button with text 'Log in' has a vibrant background color (#E8427C) which is distinct and stands out as the primary call-to-action on the page."
    },
    "secondary": {
      "index": -1,
      "text": "N/A",
      "reasoning": "There is only one button detected, so no secondary button with a different color exists."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "healthcare businesses"
  },
  "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": 0,
        "selectedLogoReasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and the alt text matches the brand name 'Eligible'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```