# HappiLabs Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #5991ED |
| Accent | #5991ED |
| Body Font | Open Sans |
| Heading Font | Montserrat |

## Color Palette

- primary: #5991ED
- accent: #5991ED
- background: #FFFFFF
- textPrimary: #000000
- link: #5991ED

## Typography

- primary: Open Sans — https://fonts.google.com/specimen/Open+Sans
- heading: Montserrat — https://fonts.google.com/specimen/Montserrat

## Visual Assets

- Logo: https://images.squarespace-cdn.com/content/v1/618183a15280fd127cb9c0a4/5d362282-d3f4-4b29-b016-8ab8fe002065/New+HL+logo.png?format=1500w
- Favicon: https://images.squarespace-cdn.com/content/v1/618183a15280fd127cb9c0a4/69d213fe-bfff-4890-9e63-93965e7f5825/favicon.ico?format=100w
- Social card (og:image): http://static1.squarespace.com/static/618183a15280fd127cb9c0a4/t/67e8723956da4c2a033bc970/1743286841125/New+HL+icon.png?format=1500w

## UI Components

- buttonPrimary: background=#5991ED, textColor=#FFFFFF, borderRadius=6px, shadow=none
- buttonSecondary: background=#000000, textColor=#FFFFFF, borderRadius=6px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: scientific and research professionals

## HappiLabs Brand in the Wild

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

- **happilabs — Happilabs Blog — HappiLabs**
  - Image: https://images.squarespace-cdn.com/content/v1/618183a15280fd127cb9c0a4/1645541587219-RJBG1IXPL9VZ01WONX8I/pexels-olia-danilevich-8531336.jpg
  - Source: https://www.happilabs.org/blog/tag/happilabs
- **labsave — Happilabs Blog — HappiLabs**
  - Image: https://images.squarespace-cdn.com/content/v1/618183a15280fd127cb9c0a4/1645541052451-4LVZK2OMJMR1E3CNDHUA/pexels-jill-burrow-6402532.jpg
  - Source: https://www.happilabs.org/blog/tag/labsave
- **Scientists — Happilabs Blog — HappiLabs**
  - Image: https://images.squarespace-cdn.com/content/v1/618183a15280fd127cb9c0a4/1645540181228-7Z8CQS7M1J3FP6J5SL8M/pexels-pressmaster-3851254.jpg
  - Source: https://www.happilabs.org/blog/tag/Scientists
- **Sustainability at HappiLabs - Polycarbin and plastic lab waste — HappiLabs**
  - Image: https://images.squarespace-cdn.com/content/v1/618183a15280fd127cb9c0a4/1707496498328-L9UBBBB17Z63AKA44LQ0/Pipette+box+recycling+scientific+lab+waste_2.jpeg
  - Source: https://www.happilabs.org/blog/sustainability-at-happilabs
- **Contributing to the Chicago Community — HappiLabs**
  - Image: https://images.squarespace-cdn.com/content/v1/618183a15280fd127cb9c0a4/1694029852104-A95GH2YIJ6K70V154352/HappiLabs+contributing+to+community2.jpeg
  - Source: https://www.happilabs.org/blog/contributing-to-the-chicago-community
- **happilabs — Happilabs Blog — HappiLabs**
  - Image: https://images.squarespace-cdn.com/content/v1/618183a15280fd127cb9c0a4/1645541325361-M6WASEENO9SHHBORG6U2/pexels-karolina-grabowska-8539077.jpg
  - Source: https://www.happilabs.org/blog/tag/happilabs

## 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": "Montserrat",
      "role": "heading"
    },
    {
      "family": "Open Sans",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#5991ED",
    "accent": "#5991ED",
    "background": "#FFFFFF",
    "textPrimary": "#000000",
    "link": "#5991ED"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Open Sans",
      "heading": "Montserrat"
    },
    "fontStacks": {
      "heading": [
        "Montserrat"
      ],
      "body": [
        "sans-serif"
      ],
      "paragraph": [
        "Montserrat"
      ]
    },
    "fontSizes": {
      "h1": "47px",
      "h2": "25.5px",
      "body": "13.5px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#5991ED",
      "textColor": "#FFFFFF",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#000000",
      "textColor": "#FFFFFF",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://images.squarespace-cdn.com/content/v1/618183a15280fd127cb9c0a4/5d362282-d3f4-4b29-b016-8ab8fe002065/New+HL+logo.png?format=1500w",
    "favicon": "https://images.squarespace-cdn.com/content/v1/618183a15280fd127cb9c0a4/69d213fe-bfff-4890-9e63-93965e7f5825/favicon.ico?format=100w",
    "ogImage": "http://static1.squarespace.com/static/618183a15280fd127cb9c0a4/t/67e8723956da4c2a033bc970/1743286841125/New+HL+icon.png?format=1500w",
    "logoHref": "/",
    "logoAlt": "HappiLabs"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 1,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and the alt text matches the brand name 'HappiLabs'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "BOOK DEMO",
      "reasoning": "Button #0 'BOOK DEMO' uses the vibrant brand color #5991ED, making it the most prominent CTA. The action-oriented text further supports its primary role."
    },
    "secondary": {
      "index": 2,
      "text": "Skip to Content",
      "reasoning": "Button #2 'Skip to Content' has a different background color (#000000) and serves a secondary navigational purpose, making it suitable as a secondary button."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "scientific and research 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 'HappiLabs'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```