# Figma Brand Identity A complete profile of **Figma**'s visual system — colors, typography, components, and personality — extracted from https://figma.com. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/figma - Machine-readable JSON: https://characterquilt.com/branding/figma.json - Per-page llms.txt: https://characterquilt.com/branding/figma/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #697485 | | Accent | #4D49FC | | Body Font | Figma Sans | | Heading Font | SF Pro Display | ## Color Palette - primary: #697485 - secondary: #F3FFE3 - accent: #4D49FC - background: #FFFFFF - textPrimary: #000000 - link: #4D49FC ## Typography - primary: Figma Sans — https://fonts.google.com/specimen/Figma+Sans - heading: SF Pro Display — https://fonts.google.com/specimen/SF+Pro+Display ## Visual Assets - Logo: data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20width%3D%22480%22%20height%3D%22720%22%20fill%3D%22none%22%20viewBox%3D%220%200%20480%20720%22%20aria-label%3D%22Homepage%22%20class%3D%22fig-7vzs6a%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill%3D%22%2324CB71%22%20d%3D%22M0%20600c0-66.274%2053.726-120%20120-120h120v120c0%2066.274-53.726%20120-120%20120S0%20666.274%200%20600%22%20style%3D%22fill%3A%20rgb(36%2C%20203%2C%20113)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22%23FF7237%22%20d%3D%22M240%200v240h120c66.274%200%20120-53.726%20120-120S426.274%200%20360%200z%22%20style%3D%22fill%3A%20rgb(255%2C%20114%2C%2055)%20!important%3B%22%2F%3E%3Ccircle%20cx%3D%22359%22%20cy%3D%22360%22%20r%3D%22120%22%20fill%3D%22%2300B6FF%22%20style%3D%22fill%3A%20rgb(0%2C%20182%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22%23FF3737%22%20d%3D%22M0%20120c0%2066.274%2053.726%20120%20120%20120h120V0H120C53.726%200%200%2053.726%200%20120%22%20style%3D%22fill%3A%20rgb(255%2C%2055%2C%2055)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22%23874FFF%22%20d%3D%22M0%20360c0%2066.274%2053.726%20120%20120%20120h120V240H120C53.726%20240%200%20293.726%200%20360%22%20style%3D%22fill%3A%20rgb(135%2C%2079%2C%20255)%20!important%3B%22%2F%3E%3C%2Fsvg%3E - Favicon: https://static.figma.com/app/icon/2/icon-128.png - Social card (og:image): https://cdn.sanity.io/images/599r6htc/regionalized/342e17642c7afa81206490b0dd21c3e5724ae040-2400x1260.png?w=1200&q=70&fit=max&auto=format ## UI Components - buttonPrimary: background=#4D49FC, textColor=#FFFFFF, borderRadius=8px, shadow=none - buttonSecondary: background=#FFFFFF, textColor=#000000, borderRadius=8px, shadow=rgb(0, 0, 0) 0px 0px 0px 1px inset ## Brand Personality Tone: modern · Energy: high · Audience: design professionals and teams ## Figma Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **Free UI Components Library You can Edit | Figma** - Image: https://s3-figma-hubfile-images-production.figma.com/hub/file/carousel/img/c4bd8855b5a5a79542c316460587711e7a3d04ca - Source: https://www.figma.com/community/ui-kits/components - **The Blog - A Web Personal Blog | Figma** - Image: https://s3-alpha.figma.com/hub/file/3425182303/fe190d21-6aae-43f0-954b-2522d1d1e82d-cover.png - Source: https://www.figma.com/community/file/1235152009438565697/the-blog-a-web-personal-blog - **Color chip | Figma** - Image: https://www.figma.com/community/snapshot?resource_id=1296695635950588002&resource_type=widget - Source: https://www.figma.com/community/widget/1296695635950588002/color-chip - **Free Blog Template | 4 Theme Blog With Complete UI | Figma** - Image: https://s3-alpha.figma.com/hub/file/2168652571153751685/ff0c2a1f-b11f-406f-b388-716ed8933b34-cover.png - Source: https://www.figma.com/community/file/1456300075957972581/free-blog-template-4-theme-blog-with-complete-ui - **Config 2024 - Layout** - Image: https://i.vimeocdn.com/video/1884558516-606aea4ffaeb15ad887729e6307ae19afabe2f1453222f99cf5ecfbf25f5cf9f-d?f=webp - Source: https://www.figma.com/prototyping/ - **How To Make a WordPress Blog - Step by Step | Complete Website | Figma** - Image: https://s3-alpha.figma.com/hub/file/4921156199/6e07865d-8283-4468-90a2-5f6a76228be9-cover.png - Source: https://www.figma.com/community/file/1326129548383403182/how-to-make-a-wordpress-blog-step-by-step-complete-website ## 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": "Figma Sans", "role": "body" }, { "family": "SF Pro Display", "role": "heading" }, { "family": "Figma Mono", "role": "monospace" } ], "colors": { "primary": "#697485", "secondary": "#F3FFE3", "accent": "#4D49FC", "background": "#FFFFFF", "textPrimary": "#000000", "link": "#4D49FC" }, "typography": { "fontFamilies": { "primary": "Figma Sans", "heading": "SF Pro Display" }, "fontStacks": { "heading": [ "figmaSans", "figmaSans Fallback", "SF Pro Display", "system-ui", "helvetica", "sans-serif" ], "body": [ "figmaSans", "figmaSans Fallback", "SF Pro Display", "system-ui", "helvetica", "sans-serif" ], "paragraph": [ "figmaSans", "figmaSans Fallback", "SF Pro Display", "system-ui", "helvetica", "sans-serif" ] }, "fontSizes": { "h1": "86px", "h2": "18px", "body": "20px" } }, "spacing": { "baseUnit": 4, "borderRadius": "8px" }, "components": { "buttonPrimary": { "background": "#4D49FC", "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": "rgb(0, 0, 0) 0px 0px 0px 1px inset" } }, "images": { "logo": "data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20width%3D%22480%22%20height%3D%22720%22%20fill%3D%22none%22%20viewBox%3D%220%200%20480%20720%22%20aria-label%3D%22Homepage%22%20class%3D%22fig-7vzs6a%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill%3D%22%2324CB71%22%20d%3D%22M0%20600c0-66.274%2053.726-120%20120-120h120v120c0%2066.274-53.726%20120-120%20120S0%20666.274%200%20600%22%20style%3D%22fill%3A%20rgb(36%2C%20203%2C%20113)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22%23FF7237%22%20d%3D%22M240%200v240h120c66.274%200%20120-53.726%20120-120S426.274%200%20360%200z%22%20style%3D%22fill%3A%20rgb(255%2C%20114%2C%2055)%20!important%3B%22%2F%3E%3Ccircle%20cx%3D%22359%22%20cy%3D%22360%22%20r%3D%22120%22%20fill%3D%22%2300B6FF%22%20style%3D%22fill%3A%20rgb(0%2C%20182%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22%23FF3737%22%20d%3D%22M0%20120c0%2066.274%2053.726%20120%20120%20120h120V0H120C53.726%200%200%2053.726%200%20120%22%20style%3D%22fill%3A%20rgb(255%2C%2055%2C%2055)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22%23874FFF%22%20d%3D%22M0%20360c0%2066.274%2053.726%20120%20120%20120h120V240H120C53.726%20240%200%20293.726%200%20360%22%20style%3D%22fill%3A%20rgb(135%2C%2079%2C%20255)%20!important%3B%22%2F%3E%3C%2Fsvg%3E", "favicon": "https://static.figma.com/app/icon/2/icon-128.png", "ogImage": "https://cdn.sanity.io/images/599r6htc/regionalized/342e17642c7afa81206490b0dd21c3e5724ae040-2400x1260.png?w=1200&q=70&fit=max&auto=format", "logoHref": "https://www.figma.com/", "logoAlt": "Homepage" }, "__llm_logo_reasoning": { "selectedIndex": 0, "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Figma'.", "confidence": 0.9, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": 3, "text": "Get started", "reasoning": "Button #3 uses the vibrant brand color #4D49FC, which is a strong indicator of a primary CTA. The text 'Get started' is action-oriented, making it suitable as the main call-to-action." }, "secondary": { "index": 4, "text": "Contact sales", "reasoning": "Button #4 has a different background color (#FFFFFF) and offers a secondary action 'Contact sales', which complements the primary CTA." }, "confidence": 0.95 }, "personality": { "tone": "modern", "energy": "high", "targetAudience": "design professionals and teams" }, "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, located in the header, links to the homepage, and matches the brand name 'Figma'.", "confidence": 0.9 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```