# Fello Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #111827 |
| Accent | #14532D |
| Body Font | Source Sans Pro |
| Heading Font | Source Sans Pro |

## Color Palette

- primary: #111827
- secondary: #CFE3CF
- accent: #14532D
- background: #262C2B
- textPrimary: #262C2B
- link: #9CA3AF

## Typography

- primary: Source Sans Pro — https://fonts.google.com/specimen/Source+Sans+Pro
- heading: Source Sans Pro — https://fonts.google.com/specimen/Source+Sans+Pro

## Visual Assets

- Logo: https://fello.in/logos/fello_black.png
- Social card (og:image): https://d37gtxigg82zaw.cloudfront.net/fello-thumbnail.png

## UI Components

- input: background=transparent, textColor=#111827, borderColor=null, borderRadius=0px, shadow=none
- buttonPrimary: background=#14532D, textColor=#FFFFFF, borderRadius=8px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#000000, borderRadius=8px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: tech-savvy investors

## Fello Brand in the Wild

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

- **What Are Mutual Funds and How to Invest in Them?**
  - Image: https://fello.in/wp-content/uploads/2025/01/Blog-22.png
  - Source: https://fello.in/blogs/what-are-mutual-funds-and-how-to-invest-in-them/
- **Essential Financial Tips for 2025**
  - Image: https://fello.in/wp-content/uploads/2025/01/Blog-35.png
  - Source: https://fello.in/blogs/essential-financial-tips-for-2025/
- **What Are the Best Personal Finance Apps for You?**
  - Image: https://fello.in/wp-content/uploads/2024/12/Blog-20-2.png
  - Source: https://fello.in/blogs/what-are-the-best-personal-finance-apps-for-you/
- **Why Is Gold The Best Investment To Make Right Now?**
  - Image: https://fello.in/wp-content/uploads/2022/04/blog-banners-07.png
  - Source: https://fello.in/blogs/why-is-gold-the-best-investment-to-make-right-now/
- **Best Budget Electric Cars in India**
  - Image: https://fello.in/wp-content/uploads/2025/02/Best-budget-Electric-cars-in-India.png
  - Source: https://fello.in/blogs/best-budget-electric-cars-in-india/
- **How Much Wealth Can You Build with Mutual Funds in 10 Years?**
  - Image: https://fello.in/wp-content/uploads/2025/01/Blog-3.png
  - Source: https://fello.in/blogs/how-much-wealth-can-you-build-with-mutual-funds-in-10-years/

## 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": "Source Sans Pro",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#111827",
    "secondary": "#CFE3CF",
    "accent": "#14532D",
    "background": "#262C2B",
    "textPrimary": "#262C2B",
    "link": "#9CA3AF"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Source Sans Pro",
      "heading": "Source Sans Pro"
    },
    "fontStacks": {
      "heading": [
        "ui-sans-serif",
        "system-ui",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ],
      "body": [
        "Source Sans Pro",
        "system-ui",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Oxygen",
        "Ubuntu",
        "Cantarell",
        "Open Sans",
        "Helvetica Neue",
        "sans-serif"
      ],
      "paragraph": [
        "ui-sans-serif",
        "system-ui",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ]
    },
    "fontSizes": {
      "h1": "64px",
      "h2": "36px",
      "body": "12px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "6px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#111827",
      "borderColor": null,
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#14532D",
      "textColor": "#FFFFFF",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#000000",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://fello.in/logos/fello_black.png",
    "favicon": null,
    "ogImage": "https://d37gtxigg82zaw.cloudfront.net/fello-thumbnail.png",
    "logoHref": "/",
    "logoAlt": "Fello"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, and links to the homepage. The alt text matches the brand name 'Fello', making it the primary brand logo.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Start FD",
      "reasoning": "Button #0 has a vibrant green color (#14532D) which stands out as the primary CTA. The text 'Start FD' is action-oriented, making it a strong candidate for the primary button."
    },
    "secondary": {
      "index": 5,
      "text": "Auto Invest",
      "reasoning": "Button #5 has a different background color (#FFFFFF) and offers a secondary action 'Auto Invest', which complements the primary action without competing visually."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "tech-savvy investors"
  },
  "designSystem": {
    "framework": "tailwind",
    "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, located in the header, and links to the homepage. The alt text matches the brand name 'Fello', making it the primary brand logo.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```