# FamPay Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #007BFF |
| Accent | #FBAF03 |
| Body Font | Metropolis |
| Heading Font | Metropolis |

## Color Palette

- primary: #007BFF
- secondary: #6C757D
- accent: #FBAF03
- background: #000000
- textPrimary: #000000
- link: #FBAF03

## Typography

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

## Visual Assets

- Logo: https://www.famapp.in/assets/images/icons/common/headerWhiteLogoIcon.svg
- Favicon: https://www.famapp.in/assets/localImages/favicon.ico
- Social card (og:image): /assets/localImages/fampayLogo.png

## UI Components

- buttonPrimary: background=#FBAF03, textColor=#1C1C1C, borderRadius=32px, shadow=none
- buttonSecondary: background=#000000, textColor=#212529, borderRadius=0px, shadow=none

## Brand Personality

Tone: modern · Energy: high · Audience: young adults and tech-savvy users

## FamPay Brand in the Wild

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

- **Implementing an In-memory Queue 🧑‍💻 | by Sumit Badsara | FamPay  Engineering**
  - Image: https://miro.medium.com/v2/resize:fit:4000/1%2AjxwHNrlibe4HgcZv6D2OhQ.png
  - Source: https://tech.fampay.in/implementing-an-in-memory-queue-bd696d48eea8
- **Writing content for a content-saturated generation**
  - Image: https://blog.famapp.in/blog/content/images/size/w1000/2021/01/Diya--Blog--1--1.png
  - Source: https://fampay.in/blog/writing-content-for-a-content-saturated-generation/
- **FamApp: Make payments with your own UPI and Card**
  - Image: https://www.famapp.in/assets/images/images/pages/index/FamXCard.png
  - Source: https://fampay.in/
- **Implementing an In-memory Queue 🧑‍💻 | by Sumit Badsara | FamPay  Engineering**
  - Image: https://miro.medium.com/1*qhMTXzI3AnjiBX4SZ9-D3Q.png
  - Source: https://tech.fampay.in/implementing-an-in-memory-queue-bd696d48eea8
- **FamApp: Make payments with your own UPI and Card**
  - Image: https://www.famapp.in/assets/images/images/pages/index/FamXTeens.png
  - Source: https://fampay.in/
- **Writing content for a content-saturated generation**
  - Image: https://blog.famapp.in/blog/content/images/2021/01/Diya--Blog--1--1.png
  - Source: https://fampay.in/blog/writing-content-for-a-content-saturated-generation/

## 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": "dark",
  "fonts": [
    {
      "family": "Metropolis",
      "role": "body"
    },
    {
      "family": "Roboto",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#007BFF",
    "secondary": "#6C757D",
    "accent": "#FBAF03",
    "background": "#000000",
    "textPrimary": "#000000",
    "link": "#FBAF03"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Metropolis",
      "heading": "Metropolis"
    },
    "fontStacks": {
      "heading": [
        "Metropolis"
      ],
      "body": [
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Helvetica Neue",
        "Arial",
        "Noto Sans",
        "Liberation Sans",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ],
      "paragraph": [
        "Metropolis"
      ]
    },
    "fontSizes": {
      "h1": "52.8px",
      "h2": "52.8px",
      "body": "52.8px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#FBAF03",
      "textColor": "#1C1C1C",
      "borderRadius": "32px",
      "borderRadiusCorners": {
        "topLeft": "32px",
        "topRight": "32px",
        "bottomRight": "32px",
        "bottomLeft": "32px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#000000",
      "textColor": "#212529",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://www.famapp.in/assets/images/icons/common/headerWhiteLogoIcon.svg",
    "favicon": "https://www.famapp.in/assets/localImages/favicon.ico",
    "ogImage": "/assets/localImages/fampayLogo.png",
    "logoHref": "/",
    "logoAlt": "FamPay"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, has a medium size, and matches the brand name 'FamApp' in the source URL.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get your own UPI ID",
      "reasoning": "Button #0 ('Get your own UPI ID') uses a vibrant brand color (#FBAF03) and has action-oriented text, making it the primary CTA."
    },
    "secondary": {
      "index": 3,
      "text": "Open Account",
      "reasoning": "Button #3 ('Open Account') has a different background color (#000000) and serves as a secondary action, complementing the primary CTA."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "high",
    "targetAudience": "young adults and tech-savvy users"
  },
  "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, has a medium size, and matches the brand name 'FamApp' in the source URL.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```