# Flex Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #394943 |
| Accent | #F6F3EE |
| Body Font | Ppneuemontreal |
| Heading Font | Georgia |

## Color Palette

- primary: #394943
- secondary: #437E5B
- accent: #F6F3EE
- background: #051310
- textPrimary: #071C14
- link: #071C14

## Typography

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

## Visual Assets

- Logo: https://cdn.prod.website-files.com/6363baf98b4d847ae3242ef5/6712cd378f6bad3270235703_Union.svg
- Favicon: https://cdn.prod.website-files.com/6363baf98b4d847ae3242ef5/67c65c8ec0a7304f71533277_smallicon.png
- Social card (og:image): https://cdn.prod.website-files.com/6363baf98b4d847ae3242ef5/699759a1a3d32c7a17bb1ae4_homepagebanner.png

## UI Components

- buttonPrimary: background=#F6F3EE, textColor=#071C14, borderRadius=0px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#071C14, borderRadius=8px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: business owners and financial professionals

## Flex Brand in the Wild

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

- **Bill Pay Later**
  - Image: https://cdn.prod.website-files.com/6363baf98b4d847ae3242ef5/69176ccc31399feae371210f_Bill%20Pay%20later%20v1.png
  - Source: https://www.flex.one/bill-pay-later
- **Why Flex is the Optimal Alternative to Ramp and Brex for Ambitious Owners**
  - Image: https://cdn.prod.website-files.com/6504ef5e1f237c53cebd137e/6925da80d3b84b5d80bc45e6_Blog-Hero-A-Guide-to-Global-Expansion-for-Business-Owners-800x800.png
  - Source: https://www.flex.one/resource-hub/alternatives-to-ramp-brex
- **Owner Intelligence**
  - Image: https://cdn.prod.website-files.com/6363baf98b4d847ae3242ef5/6930c5840eb923b7e03b2726_hero_with%20eyebrow_center%20(2).png
  - Source: https://www.flex.one/owner-intelligence
- **Bookkeeper vs. Accountant vs. Fractional CFO: What They Do & When to Hire**
  - Image: https://cdn.prod.website-files.com/6504ef5e1f237c53cebd137e/686d349cdfce05cb11a81183_Blog-Metadata-Bookkeeper-vs-Accountant-vs-Fractional-CFO-What-They-Do-%26-When-to-Hire-1200x630.png
  - Source: https://www.flex.one/resource-hub/bookkeeper-vs-accountant-vs-fractional-cfo
- **AR Automation: Invoicing | Flex**
  - Image: https://cdn.prod.website-files.com/6363baf98b4d847ae3242ef5/68c05cfc6e004a4d3aafba6e_frame-10%20-%20step%202.png
  - Source: https://www.flex.one/invoicing
- **Bookkeeper vs. Accountant vs. Fractional CFO: What They Do & When to Hire**
  - Image: https://cdn.prod.website-files.com/6504ef5e1f237c53cebd137e/686d33fa9eb368874ee03609_Blog-Preview-Bookkeeper-vs-Accountant-vs-Fractional-CFO-What-They-Do-%26-When-to-Hire-800x800.png
  - Source: https://www.flex.one/resource-hub/bookkeeper-vs-accountant-vs-fractional-cfo

## 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": "Ppneuemontreal",
      "role": "body"
    },
    {
      "family": "Reflex",
      "role": "unknown"
    },
    {
      "family": "Georgia",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#394943",
    "secondary": "#437E5B",
    "accent": "#F6F3EE",
    "background": "#051310",
    "textPrimary": "#071C14",
    "link": "#071C14"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Ppneuemontreal",
      "heading": "Georgia"
    },
    "fontStacks": {
      "heading": [
        "Reflex",
        "Georgia",
        "sans-serif"
      ],
      "body": [
        "Ppneuemontreal",
        "Arial",
        "sans-serif"
      ],
      "paragraph": [
        "Ppneuemontreal",
        "Arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "56px",
      "h2": "48px",
      "body": "14px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "10px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#F6F3EE",
      "textColor": "#071C14",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#071C14",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.prod.website-files.com/6363baf98b4d847ae3242ef5/6712cd378f6bad3270235703_Union.svg",
    "favicon": "https://cdn.prod.website-files.com/6363baf98b4d847ae3242ef5/67c65c8ec0a7304f71533277_smallicon.png",
    "ogImage": "https://cdn.prod.website-files.com/6363baf98b4d847ae3242ef5/699759a1a3d32c7a17bb1ae4_homepagebanner.png",
    "logoHref": "/",
    "logoAlt": "Flex logo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and the alt text matches the brand name 'Flex'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "Get Started",
      "reasoning": "Button #1 has a vibrant red/orange background (#F6F3EE) and action-oriented text 'Get Started', making it a strong candidate for the primary CTA."
    },
    "secondary": {
      "index": 16,
      "text": "Read Customer Stories",
      "reasoning": "Button #4 has a different background color (#FFFFFF) and serves as a secondary action with the text 'Read Customer Stories'."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "business owners and financial professionals"
  },
  "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 the alt text matches the brand name 'Flex'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```