# Fivestars Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #6A737C |
| Accent | #0F131A |
| Body Font | Inter |
| Heading Font | Inter |

## Color Palette

- primary: #6A737C
- secondary: #AEB6BE
- accent: #0F131A
- background: #FFFFFF
- textPrimary: #0F131A
- link: #AEB6BE

## Typography

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

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20viewBox%3D%220%200%20214%2063%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20fill%3D%22var(--cui-fg-normal)%22%20class%3D%22css-10xwtma%20e103v8em1%22%20data-fc-idx%3D%220%22%3E%3Cg%20fill-rule%3D%22evenodd%22%20style%3D%22fill%3A%20rgb(15%2C%2019%2C%2026)%20!important%3B%22%3E%3Cpath%20d%3D%22M58.2.5H5.1C2.7.5.7%202.5.7%204.9v52.8c0%202.4%202%204.4%204.4%204.4h53.1c2.4%200%204.4-2%204.4-4.4V4.9c0-2.5-2-4.4-4.4-4.4zM39.5%2046.8c-5.4%205.4-14%205.6-19.7.7l-.1-.1c-.3-.3-.4-.9%200-1.3L38.9%2027c.4-.3.9-.3%201.3%200%205%205.8%204.8%2014.4-.7%2019.8zm4-30.5L24.3%2035.4c-.4.3-.9.3-1.3%200-5-5.7-4.8-14.3.6-19.7%205.4-5.4%2014-5.6%2019.7-.7%200%200%20.1%200%20.1.1.5.3.5.9.1%201.2z%22%20fill-rule%3D%22nonzero%22%20style%3D%22fill%3A%20rgb(15%2C%2019%2C%2026)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M144.5%2017.6h-.1c-2.4%200-4.5%201-6%202.5-1.5-1.5-3.7-2.5-6-2.5h-.1c-4.6%200-8.4%203.7-8.4%208.4v16.3c.1%201.3%201.1%202.3%202.4%202.3%201.3%200%202.3-1%202.4-2.3V26c0-2%201.6-3.6%203.6-3.6h.1c2%200%203.5%201.5%203.6%203.5v16.4c.121%201.182.953%202.3%202.3%202.3%201.3%200%202.3-1%202.4-2.3V25.8c.1-1.9%201.7-3.5%203.6-3.5h.1c2%200%203.6%201.6%203.6%203.6v16.4c.1%201.3%201.1%202.3%202.4%202.3%201.3%200%202.3-1%202.4-2.3V26c.1-4.6-3.7-8.4-8.3-8.4zm-28.4%200c-1.3%200-2.3%201-2.4%202.3v16.3c0%202-1.6%203.6-3.7%203.6h-.1c-2%200-3.7-1.6-3.7-3.6V19.8c-.1-1.3-1.1-2.3-2.4-2.3-1.3%200-2.3%201-2.4%202.3v16.3c0%204.6%203.8%208.4%208.5%208.4h.1c4.7%200%208.5-3.8%208.5-8.4V19.9c0-1.3-1.1-2.3-2.4-2.3zm56.8%200c-1.3%200-2.3%201-2.4%202.3v16.3c0%202-1.6%203.6-3.7%203.6h-.1c-2%200-3.7-1.6-3.7-3.6V19.8c-.1-1.3-1.1-2.3-2.4-2.3-1.3%200-2.3%201-2.4%202.3v16.3c0%204.6%203.8%208.4%208.5%208.4h.1c4.7%200%208.5-3.8%208.5-8.4V19.9c-.1-1.3-1.1-2.3-2.4-2.3z%22%20style%3D%22fill%3A%20rgb(15%2C%2019%2C%2026)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M188.8%2017.6h-.1c-4.8%200-8.6%203.8-8.6%208.5v29.6c0%201.3%201.1%202.4%202.4%202.4%201.3%200%202.4-1.1%202.4-2.4V43.4c.9.8%202.4%201.2%203.8%201.2h.1c4.8%200%208.4-4.1%208.4-8.8v-9.9c0-4.7-3.6-8.3-8.4-8.3zm3.8%2018.4c0%202.6-1.7%203.7-3.7%203.7h-.1c-2.1%200-3.7-1.1-3.7-3.7v-9.9c0-2%201.7-3.7%203.7-3.7h.1c2.1%200%203.7%201.6%203.7%203.7V36z%22%20fill-rule%3D%22nonzero%22%20style%3D%22fill%3A%20rgb(15%2C%2019%2C%2026)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M89.6%2028.3c-2.7-1.1-4.4-1.8-4.4-3.4%200-1.3%201-2.5%203.3-2.5%201.4%200%202.6.6%203.5%201.8.6.7%201.2%201.1%201.9%201.1%201.4%200%202.5-1.1%202.5-2.4%200-.5-.1-1-.4-1.3-1.5-2.3-4.6-3.9-7.5-3.9-4%200-8.1%202.5-8.1%207.3%200%204.9%204%206.5%207.3%207.7%202.6%201%204.9%201.9%204.9%204%200%201.6-1.5%203.2-4.3%203.2-.9%200-2.5-.2-3.6-1.5-.6-.7-1.3-1-1.9-1-1.3%200-2.5%201.1-2.5%202.4%200%20.5.2%201%20.5%201.4%201.5%202.3%204.9%203.4%207.5%203.4%204.4%200%209.2-2.8%209.2-7.9-.1-5.4-4.4-7.1-7.9-8.4z%22%20style%3D%22fill%3A%20rgb(15%2C%2019%2C%2026)%20!important%3B%22%2F%3E%3Cg%20fill-rule%3D%22nonzero%22%20style%3D%22fill%3A%20rgb(15%2C%2019%2C%2026)%20!important%3B%22%3E%3Cpath%20d%3D%22M208.4%2017.6c-2.6%200-4.8%202.1-4.8%204.8%200%202.6%202.1%204.8%204.8%204.8%202.6%200%204.8-2.1%204.8-4.8%200-2.6-2.1-4.8-4.8-4.8zm0%208.4c-2%200-3.6-1.6-3.6-3.6s1.6-3.6%203.6-3.6%203.6%201.6%203.6%203.6-1.6%203.6-3.6%203.6z%22%20style%3D%22fill%3A%20rgb(15%2C%2019%2C%2026)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M208.9%2022.6c.6-.1%201-.6%201-1.2%200-.8-.6-1.3-1.5-1.3h-1.2c-.3%200-.5.2-.5.5v3.3c0%20.3.2.5.5.5s.5-.2.5-.5v-1.2l1.2%201.5c.1.2.2.2.5.2.4%200%20.5-.3.5-.5s-.1-.3-.2-.4l-.8-.9zm-.4-.7h-.6v-1h.6c.3%200%20.5.2.5.5%200%20.2-.2.5-.5.5z%22%20style%3D%22fill%3A%20rgb(15%2C%2019%2C%2026)%20!important%3B%22%2F%3E%3C%2Fg%3E%3C%2Fg%3E%3C%2Fsvg%3E
- Favicon: https://static.sumup.com/favicons/favicon-96x96.png
- Social card (og:image): https://images.ctfassets.net/txhaodyqr481/1ytWVBLPSP2xxqlxu2gIw5/c2184dddc4e5da9926773eb53469cfd7/SumUp_US_Connect_Meta_Image_V01.jpg?q=85

## UI Components

- input: background=#FFFFFF, textColor=#000000, borderColor=#AEB6BE, borderRadius=8px, shadow=none
- buttonPrimary: background=#0F131A, textColor=#FFFFFF, borderRadius=8px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#0F131A, borderColor=#AEB6BE, borderRadius=8px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: small to medium business owners

## Fivestars Brand in the Wild

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

- **Customer Loyalty in the Small Business Comic Book Community | Fivestars  Insights**
  - Image: https://blog.fivestars.com/wp-content/uploads/2015/06/IMG_0248.jpg
  - Source: https://blog.fivestars.com/smb-spotlight-mission-comics-arts/
- **9 Must-Use Instagram Tools That'll Make Your Business Pics Pop! | Fivestars  Insights**
  - Image: https://blog.fivestars.com/wp-content/uploads/2016/06/InstagramTools2.jpg
  - Source: https://blog.fivestars.com/9-instagram-tools-to-enhance-business-pictures/
- **Have a New Product? 4 Ways to Ignite Word of Mouth | Fivestars Insights**
  - Image: https://blog.fivestars.com/wp-content/uploads/2013/07/02J72817.jpg
  - Source: https://blog.fivestars.com/have-a-new-product-4-ways-to-ignite-word-of-mouth/
- **Get Marketing Tips | Fivestars Insights**
  - Image: https://blog.fivestars.com/wp-content/uploads/2018/02/BlogDefaultPhoto.jpg
  - Source: https://blog.fivestars.com/
- **Kansas City, Missouri - Best Rewards, Deals, and Coupons - Loyalty Programs  - Fivestars**
  - Image: https://media.fivestars.com/biz_logos/97ccfcc49bbf44858059254c7fc01eb7.png
  - Source: https://www.fivestars.com/business/mo/kansas-city/
- **Tips to help you make the most of your Fivestars Page | Fivestars Insights**
  - Image: https://blog.fivestars.com/wp-content/uploads/2018/06/pages-preview-1_web.jpg
  - Source: https://blog.fivestars.com/tips-to-help-you-make-the-most-of-your-fivestars-page/

## 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": "Inter",
      "role": "body"
    },
    {
      "family": "Arial",
      "role": "unknown"
    },
    {
      "family": "Segoe UI",
      "role": "unknown"
    },
    {
      "family": "Roboto",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#6A737C",
    "secondary": "#AEB6BE",
    "accent": "#0F131A",
    "background": "#FFFFFF",
    "textPrimary": "#0F131A",
    "link": "#AEB6BE"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Inter",
      "heading": "Inter"
    },
    "fontStacks": {
      "heading": [
        "Inter",
        "Arial",
        "system-ui",
        "sans-serif",
        "Segoe UI",
        "Roboto",
        "Apple Color Emoji"
      ],
      "body": [
        "Inter",
        "Arial",
        "system-ui",
        "sans-serif",
        "Segoe UI",
        "Roboto",
        "Apple Color Emoji"
      ],
      "paragraph": [
        "Inter",
        "Arial",
        "system-ui",
        "sans-serif",
        "Segoe UI",
        "Roboto",
        "Apple Color Emoji"
      ]
    },
    "fontSizes": {
      "h1": "94px",
      "h2": "32px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "3px"
  },
  "components": {
    "input": {
      "background": "#FFFFFF",
      "textColor": "#000000",
      "borderColor": "#AEB6BE",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#0F131A",
      "textColor": "#FFFFFF",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#0F131A",
      "borderColor": "#AEB6BE",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20viewBox%3D%220%200%20214%2063%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20fill%3D%22var(--cui-fg-normal)%22%20class%3D%22css-10xwtma%20e103v8em1%22%20data-fc-idx%3D%220%22%3E%3Cg%20fill-rule%3D%22evenodd%22%20style%3D%22fill%3A%20rgb(15%2C%2019%2C%2026)%20!important%3B%22%3E%3Cpath%20d%3D%22M58.2.5H5.1C2.7.5.7%202.5.7%204.9v52.8c0%202.4%202%204.4%204.4%204.4h53.1c2.4%200%204.4-2%204.4-4.4V4.9c0-2.5-2-4.4-4.4-4.4zM39.5%2046.8c-5.4%205.4-14%205.6-19.7.7l-.1-.1c-.3-.3-.4-.9%200-1.3L38.9%2027c.4-.3.9-.3%201.3%200%205%205.8%204.8%2014.4-.7%2019.8zm4-30.5L24.3%2035.4c-.4.3-.9.3-1.3%200-5-5.7-4.8-14.3.6-19.7%205.4-5.4%2014-5.6%2019.7-.7%200%200%20.1%200%20.1.1.5.3.5.9.1%201.2z%22%20fill-rule%3D%22nonzero%22%20style%3D%22fill%3A%20rgb(15%2C%2019%2C%2026)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M144.5%2017.6h-.1c-2.4%200-4.5%201-6%202.5-1.5-1.5-3.7-2.5-6-2.5h-.1c-4.6%200-8.4%203.7-8.4%208.4v16.3c.1%201.3%201.1%202.3%202.4%202.3%201.3%200%202.3-1%202.4-2.3V26c0-2%201.6-3.6%203.6-3.6h.1c2%200%203.5%201.5%203.6%203.5v16.4c.121%201.182.953%202.3%202.3%202.3%201.3%200%202.3-1%202.4-2.3V25.8c.1-1.9%201.7-3.5%203.6-3.5h.1c2%200%203.6%201.6%203.6%203.6v16.4c.1%201.3%201.1%202.3%202.4%202.3%201.3%200%202.3-1%202.4-2.3V26c.1-4.6-3.7-8.4-8.3-8.4zm-28.4%200c-1.3%200-2.3%201-2.4%202.3v16.3c0%202-1.6%203.6-3.7%203.6h-.1c-2%200-3.7-1.6-3.7-3.6V19.8c-.1-1.3-1.1-2.3-2.4-2.3-1.3%200-2.3%201-2.4%202.3v16.3c0%204.6%203.8%208.4%208.5%208.4h.1c4.7%200%208.5-3.8%208.5-8.4V19.9c0-1.3-1.1-2.3-2.4-2.3zm56.8%200c-1.3%200-2.3%201-2.4%202.3v16.3c0%202-1.6%203.6-3.7%203.6h-.1c-2%200-3.7-1.6-3.7-3.6V19.8c-.1-1.3-1.1-2.3-2.4-2.3-1.3%200-2.3%201-2.4%202.3v16.3c0%204.6%203.8%208.4%208.5%208.4h.1c4.7%200%208.5-3.8%208.5-8.4V19.9c-.1-1.3-1.1-2.3-2.4-2.3z%22%20style%3D%22fill%3A%20rgb(15%2C%2019%2C%2026)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M188.8%2017.6h-.1c-4.8%200-8.6%203.8-8.6%208.5v29.6c0%201.3%201.1%202.4%202.4%202.4%201.3%200%202.4-1.1%202.4-2.4V43.4c.9.8%202.4%201.2%203.8%201.2h.1c4.8%200%208.4-4.1%208.4-8.8v-9.9c0-4.7-3.6-8.3-8.4-8.3zm3.8%2018.4c0%202.6-1.7%203.7-3.7%203.7h-.1c-2.1%200-3.7-1.1-3.7-3.7v-9.9c0-2%201.7-3.7%203.7-3.7h.1c2.1%200%203.7%201.6%203.7%203.7V36z%22%20fill-rule%3D%22nonzero%22%20style%3D%22fill%3A%20rgb(15%2C%2019%2C%2026)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M89.6%2028.3c-2.7-1.1-4.4-1.8-4.4-3.4%200-1.3%201-2.5%203.3-2.5%201.4%200%202.6.6%203.5%201.8.6.7%201.2%201.1%201.9%201.1%201.4%200%202.5-1.1%202.5-2.4%200-.5-.1-1-.4-1.3-1.5-2.3-4.6-3.9-7.5-3.9-4%200-8.1%202.5-8.1%207.3%200%204.9%204%206.5%207.3%207.7%202.6%201%204.9%201.9%204.9%204%200%201.6-1.5%203.2-4.3%203.2-.9%200-2.5-.2-3.6-1.5-.6-.7-1.3-1-1.9-1-1.3%200-2.5%201.1-2.5%202.4%200%20.5.2%201%20.5%201.4%201.5%202.3%204.9%203.4%207.5%203.4%204.4%200%209.2-2.8%209.2-7.9-.1-5.4-4.4-7.1-7.9-8.4z%22%20style%3D%22fill%3A%20rgb(15%2C%2019%2C%2026)%20!important%3B%22%2F%3E%3Cg%20fill-rule%3D%22nonzero%22%20style%3D%22fill%3A%20rgb(15%2C%2019%2C%2026)%20!important%3B%22%3E%3Cpath%20d%3D%22M208.4%2017.6c-2.6%200-4.8%202.1-4.8%204.8%200%202.6%202.1%204.8%204.8%204.8%202.6%200%204.8-2.1%204.8-4.8%200-2.6-2.1-4.8-4.8-4.8zm0%208.4c-2%200-3.6-1.6-3.6-3.6s1.6-3.6%203.6-3.6%203.6%201.6%203.6%203.6-1.6%203.6-3.6%203.6z%22%20style%3D%22fill%3A%20rgb(15%2C%2019%2C%2026)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M208.9%2022.6c.6-.1%201-.6%201-1.2%200-.8-.6-1.3-1.5-1.3h-1.2c-.3%200-.5.2-.5.5v3.3c0%20.3.2.5.5.5s.5-.2.5-.5v-1.2l1.2%201.5c.1.2.2.2.5.2.4%200%20.5-.3.5-.5s-.1-.3-.2-.4l-.8-.9zm-.4-.7h-.6v-1h.6c.3%200%20.5.2.5.5%200%20.2-.2.5-.5.5z%22%20style%3D%22fill%3A%20rgb(15%2C%2019%2C%2026)%20!important%3B%22%2F%3E%3C%2Fg%3E%3C%2Fg%3E%3C%2Fsvg%3E",
    "favicon": "https://static.sumup.com/favicons/favicon-96x96.png",
    "ogImage": "https://images.ctfassets.net/txhaodyqr481/1ytWVBLPSP2xxqlxu2gIw5/c2184dddc4e5da9926773eb53469cfd7/SumUp_US_Connect_Meta_Image_V01.jpg?q=85",
    "logoHref": "https://www.sumup.com/en-us/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, and links to the homepage, which are strong indicators of the main brand logo.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "Get a DemoGet a Demo",
      "reasoning": "Button #1 'Get a DemoGet a Demo' is likely the primary CTA due to its action-oriented text and prominent dark background color, which stands out against the page's light theme."
    },
    "secondary": {
      "index": 6,
      "text": "LoadingNext page",
      "reasoning": "Button #6 'LoadingNext page' is chosen as secondary because it has a different background color (#FFFFFF) and serves a navigational purpose, making it less prominent than the primary CTA."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "small to medium business owners"
  },
  "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 links to the homepage, which are strong indicators of the main brand logo.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```