# Explo Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #0069ED |
| Accent | #0069ED |
| Body Font | DM Sans |
| Heading Font | Teko |

## Color Palette

- primary: #0069ED
- secondary: #0169ED
- accent: #0069ED
- background: #FFFFFF
- textPrimary: #000000
- link: #8875FF

## Typography

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

## Visual Assets

- Logo: https://cdn.prod.website-files.com/62f681c18d50329187681754/68f68460bd76086c254f4429_explo-omni-logo-black-text.svg
- Favicon: https://cdn.prod.website-files.com/62f681c18d50329187681754/62fab3561f541d0ff95147d9_6039f86fd0349047ae2840e9_icon-32.png
- Social card (og:image): https://cdn.prod.website-files.com/62f681c18d50329187681754/654198e19dd9d2a6544daab9_new%20OgImage.png

## UI Components

- buttonPrimary: background=#0069ED, textColor=#FFFFFF, borderRadius=8px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#000000, borderColor=#0169ED, borderRadius=8px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: businesses seeking analytics solutions

## Explo Brand in the Wild

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

- **Build Human Resources Dashboards**
  - Image: https://cdn.prod.website-files.com/62f681c18d50325bbd681758/62f94465071b673206db4a39_6074d89e72bba32b2aa826c0_recruiting%206.0.jpeg
  - Source: https://www.explo.co/industries/human-resources
- **Explo | General Blog**
  - Image: https://cdn.prod.website-files.com/62f681c18d50325bbd681758/65bbd8def57f340809b71bc0_e3h08b4kby.png
  - Source: https://www.explo.co/blog-category/general?0088a5c0_page=6
- **Build Education Dashboards**
  - Image: https://cdn.prod.website-files.com/62f681c18d50325bbd681758/62f94286803d4e732150b65e_6075ec47f71fd105909feca0_pexels-vlada-karpovich-4939667.jpeg
  - Source: https://www.explo.co/industries/education
- **Explo | Analytics for SaaS : The Ultimate Guide**
  - Image: https://cdn.prod.website-files.com/62f681c18d50325bbd681758/681ca6a9a943f2989de041d0_a-3.png
  - Source: https://www.explo.co/blog/analytics-for-saas
- **Tableau vs Explo**
  - Image: https://cdn.prod.website-files.com/62f681c18d50329187681754/6566820ad34e2c8088b09372_tablaeu.png
  - Source: https://www.explo.co/comparisons/tableau-vs-explo-new
- **Explo | Top 5 Enterprise Analytics Tools for 2025**
  - Image: https://cdn.prod.website-files.com/62f681c18d50325bbd681758/6810b2677813b7258953dafa_q-9.png
  - Source: https://www.explo.co/blog/enterprise-analytics-tools

## 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"
    },
    {
      "family": "Teko",
      "role": "heading"
    },
    {
      "family": "Manrope",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#0069ED",
    "secondary": "#0169ED",
    "accent": "#0069ED",
    "background": "#FFFFFF",
    "textPrimary": "#000000",
    "link": "#8875FF"
  },
  "typography": {
    "fontFamilies": {
      "primary": "DM Sans",
      "heading": "Teko"
    },
    "fontStacks": {
      "heading": [
        "Manrope",
        "sans-serif"
      ],
      "body": [
        "Arial",
        "Helvetica Neue",
        "Helvetica",
        "sans-serif"
      ],
      "paragraph": [
        "DM Sans",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "38px",
      "h2": "32px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 8,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#0069ED",
      "textColor": "#FFFFFF",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#000000",
      "borderColor": "#0169ED",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.prod.website-files.com/62f681c18d50329187681754/68f68460bd76086c254f4429_explo-omni-logo-black-text.svg",
    "favicon": "https://cdn.prod.website-files.com/62f681c18d50329187681754/62fab3561f541d0ff95147d9_6039f86fd0349047ae2840e9_icon-32.png",
    "ogImage": "https://cdn.prod.website-files.com/62f681c18d50329187681754/654198e19dd9d2a6544daab9_new%20OgImage.png",
    "logoHref": "/",
    "logoAlt": "logo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 2,
    "reasoning": "Selected #2 because it is visible, located in the header, links to the homepage, and matches the brand name 'Explo'. It is the most prominent logo fitting the brand criteria.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get started",
      "reasoning": "Button #0 is the primary CTA because it uses the vibrant brand color #0069ED, which is consistent with the primary brand color. The text 'Get started' is action-oriented, making it a strong primary call-to-action."
    },
    "secondary": {
      "index": 3,
      "text": "Go to app",
      "reasoning": "Button #3 is selected as the secondary button because it has a different background color (#FFFFFF) and a border color that matches the brand color (#0169ED). The text 'Go to app' suggests a secondary action."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "businesses seeking analytics solutions"
  },
  "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": 2,
        "selectedLogoReasoning": "Selected #2 because it is visible, located in the header, links to the homepage, and matches the brand name 'Explo'. It is the most prominent logo fitting the brand criteria.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```