# FIRST Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #0F223D |
| Accent | #0F223D |
| Body Font | Roboto |
| Heading Font | Roboto |

## Color Palette

- primary: #0F223D
- secondary: #020817
- accent: #0F223D
- background: #FFFFFF
- textPrimary: #111827
- link: #111827

## Typography

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

## Visual Assets

- Logo: https://firstdelivery.com/first-delivery-logo-blue.png
- Favicon: https://firstdelivery.com/Assets/first-logo-icon.png

## UI Components

- buttonPrimary: background=#0F223D, textColor=#FFFFFF, borderRadius=10px, shadow=rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 10px 15px -3px, rgba(0, 0, 0, 0.1) 0px 4px 6px -4px
- buttonSecondary: background=#FFFFFF, textColor=#0F223D, borderColor=#E2E8F0, borderRadius=10px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: businesses seeking delivery solutions

## FIRST Brand in the Wild

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

- **First Delivery**
  - Image: https://firstdelivery.com/Integrations/Ordering%20Services/felipeslogo.png
  - Source: https://firstdelivery.com/
- **DoorDash Refund Matrix | FIRST Help Center**
  - Image: https://files.atlas.so/rxhiIeWvSpGpVWAuofQh_image.png
  - Source: https://help.firstdelivery.com/articles/909229-doordash-refund-matrix
- **Merchant Support | FIRST Help Center**
  - Image: https://files.atlas.so/xGlh14kSNaRtmFomr3EQ_image.png
  - Source: https://help.firstdelivery.com/articles/108891-getting-support
- **Contact Relay about a Delivery | FIRST Help Center**
  - Image: https://cdn.fs.atlas.so/y8ID7SLpSV6ik2TF6SFN
  - Source: https://help.firstdelivery.com/articles/885934-contact-relay-about-a-delivery
- **Contact Motoclick about a Delivery | FIRST Help Center**
  - Image: https://cdn.fs.atlas.so/resize=width:1300,fit:max/fn4OBffaSYKCMZOK5HUV
  - Source: https://help.firstdelivery.com/articles/147669-contact-motoclick-about-a-delivery
- **Contact Relay about a Delivery | FIRST Help Center**
  - Image: https://files.atlas.so/sb1EKrtpQwR2M5EpOgye_image.png
  - Source: https://help.firstdelivery.com/articles/885934-contact-relay-about-a-delivery

## 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": "Roboto",
      "role": "body"
    },
    {
      "family": "Helvetica Neue",
      "role": "body"
    },
    {
      "family": "Arial",
      "role": "body"
    },
    {
      "family": "Noto Sans",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#0F223D",
    "secondary": "#020817",
    "accent": "#0F223D",
    "background": "#FFFFFF",
    "textPrimary": "#111827",
    "link": "#111827"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Roboto",
      "heading": "Roboto"
    },
    "fontStacks": {
      "heading": [
        "ui-sans-serif",
        "system-ui",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Helvetica Neue",
        "Arial",
        "Noto Sans",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ],
      "body": [
        "ui-sans-serif",
        "system-ui",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Helvetica Neue",
        "Arial",
        "Noto Sans",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ],
      "paragraph": [
        "ui-sans-serif",
        "system-ui",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Helvetica Neue",
        "Arial",
        "Noto Sans",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ]
    },
    "fontSizes": {
      "h1": "48px",
      "h2": "18px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#0F223D",
      "textColor": "#FFFFFF",
      "borderRadius": "10px",
      "borderRadiusCorners": {
        "topLeft": "10px",
        "topRight": "10px",
        "bottomRight": "10px",
        "bottomLeft": "10px"
      },
      "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 10px 15px -3px, rgba(0, 0, 0, 0.1) 0px 4px 6px -4px"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#0F223D",
      "borderColor": "#E2E8F0",
      "borderRadius": "10px",
      "borderRadiusCorners": {
        "topLeft": "10px",
        "topRight": "10px",
        "bottomRight": "10px",
        "bottomLeft": "10px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://firstdelivery.com/first-delivery-logo-blue.png",
    "favicon": "https://firstdelivery.com/Assets/first-logo-icon.png",
    "ogImage": null,
    "logoHref": "/",
    "logoAlt": "First Delivery Logo"
  },
  "__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 'First Delivery'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get Started",
      "reasoning": "Button #0 has a vibrant brand color (#0F223D) and action-oriented text ('Get Started'), making it the primary CTA."
    },
    "secondary": {
      "index": 2,
      "text": "Schedule Demo",
      "reasoning": "Button #2 has a different background color (#FFFFFF) and serves as a secondary action ('Schedule Demo')."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "businesses seeking delivery solutions"
  },
  "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, links to the homepage, and matches the brand name 'First Delivery'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```