# FERMÀT Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #180729 |
| Accent | #9E7E1A |
| Body Font | Hanken Grotesk |
| Heading Font | Hanken Grotesk |

## Color Palette

- primary: #180729
- secondary: #49505B
- accent: #9E7E1A
- background: #FFFFFF
- textPrimary: #0D3B25
- link: #0D3B25

## Typography

- primary: Hanken Grotesk — https://fonts.google.com/specimen/Hanken+Grotesk
- heading: Hanken Grotesk — https://fonts.google.com/specimen/Hanken+Grotesk

## Visual Assets

- Logo: https://cdn.prod.website-files.com/63f5f201b1f212a5c76681f0/63f6319f0b6d0beeffa89a24_Logo.svg
- Favicon: https://cdn.prod.website-files.com/63f5f201b1f212a5c76681f0/67bdeb13da3e4b177ee7095a_Favi.png
- Social card (og:image): https://cdn.prod.website-files.com/63f5f201b1f212a5c76681f0/67bdea221bc13325b7546c51_OpenGraphCover.png

## UI Components

- buttonPrimary: background=#9E7E1A, textColor=#FFFFFF, borderRadius=999px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#333333, borderRadius=0px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: businesses looking for AI commerce solutions

## FERMÀT Brand in the Wild

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

- **Cipher**
  - Image: https://cdn.prod.website-files.com/63f6b4ec9e29c4bd83f38216/680b94b871202a4b38c6ec32_Khaled%20Basir.jpg
  - Source: https://www.fermatcommerce.com/cipher
- **15 Listicle Examples That Drive Engagement (And How To Write Your Own)**
  - Image: https://cdn.prod.website-files.com/63f6b4ec9e29c4bd83f38216/689f29bcc3bb44371241434c_3Coverblog.png
  - Source: https://www.fermatcommerce.com/post/listicle
- **Careers**
  - Image: https://cdn.prod.website-files.com/63f5f201b1f212a5c76681f0/68fa3115197834f0e5083fe8__D9A2062%20(1).jpg
  - Source: https://www.fermatcommerce.com/careers
- **How Landing Pages Affect Ad Conversion Rate: Key Insights for Improved  Performance**
  - Image: https://cdn.prod.website-files.com/63f6b4ec9e29c4bd83f38216/66fbe1e767b14249b46bbc4e_How%20Landing%20Pages%20Affect%20Ad%20Conversion%20Rate.jpg
  - Source: https://www.fermatcommerce.com/post/how-landing-pages-affect-ad-conversion-rate
- **Careers**
  - Image: https://cdn.prod.website-files.com/63f5f201b1f212a5c76681f0/691f7e4c829566f60e575de1_IMG_0895.jpg
  - Source: https://www.fermatcommerce.com/careers
- **15 Listicle Examples That Drive Engagement (And How To Write Your Own)**
  - Image: https://cdn.prod.website-files.com/63f6b4ec9e29c4bd83f38216/681a04f7ebd14ccd2c5b8654_FERM%C3%80T%20Book%20a%20Demo.jpg
  - Source: https://www.fermatcommerce.com/post/listicle

## 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": "Hanken Grotesk",
      "role": "body"
    },
    {
      "family": "Arial",
      "role": "body"
    },
    {
      "family": "Span",
      "role": "unknown"
    },
    {
      "family": "Times New Roman",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#180729",
    "secondary": "#49505B",
    "accent": "#9E7E1A",
    "background": "#FFFFFF",
    "textPrimary": "#0D3B25",
    "link": "#0D3B25"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Hanken Grotesk",
      "heading": "Hanken Grotesk"
    },
    "fontStacks": {
      "heading": [
        "Span",
        "Times New Roman",
        "sans-serif"
      ],
      "body": [
        "Hanken Grotesk",
        "Arial",
        "sans-serif"
      ],
      "paragraph": [
        "Hanken Grotesk",
        "Arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "54px",
      "h2": "56px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "12px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#9E7E1A",
      "textColor": "#FFFFFF",
      "borderRadius": "999px",
      "borderRadiusCorners": {
        "topLeft": "999px",
        "topRight": "999px",
        "bottomRight": "999px",
        "bottomLeft": "999px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#333333",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.prod.website-files.com/63f5f201b1f212a5c76681f0/63f6319f0b6d0beeffa89a24_Logo.svg",
    "favicon": "https://cdn.prod.website-files.com/63f5f201b1f212a5c76681f0/67bdeb13da3e4b177ee7095a_Favi.png",
    "ogImage": "https://cdn.prod.website-files.com/63f5f201b1f212a5c76681f0/67bdea221bc13325b7546c51_OpenGraphCover.png",
    "logoHref": "/",
    "logoAlt": "FERMÀT Logo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 8,
    "reasoning": "Selected #0 because it is visible, located in the header, and matches the brand name 'FERMÀT'. It links to the homepage, confirming it as the primary brand logo.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 10,
      "text": "Explore Funnel Builder →",
      "reasoning": "Button #7 has a vibrant background color (#9E7E1A) and action-oriented text 'Explore Funnel Builder →', making it a strong candidate for the primary CTA."
    },
    "secondary": {
      "index": 6,
      "text": "LoginBook a Demo",
      "reasoning": "Button #3 has a different background color (#FFFFFF) and serves a secondary function with text 'LoginBook a Demo', suitable for a secondary CTA."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "businesses looking for AI commerce 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": 0,
        "selectedLogoReasoning": "Selected #0 because it is visible, located in the header, and matches the brand name 'FERMÀT'. It links to the homepage, confirming it as the primary brand logo.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```