# Hemut Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #F7C948 |
| Accent | #FFD33B |
| Body Font | Arial |
| Heading Font | Oldschool Grotesk |

## Color Palette

- primary: #F7C948
- secondary: #FFCC00
- accent: #FFD33B
- background: #000000
- textPrimary: #000000
- link: #FFD33B

## Typography

- primary: Arial — https://fonts.google.com/specimen/Arial
- heading: Oldschool Grotesk — https://fonts.google.com/specimen/Oldschool+Grotesk

## Visual Assets

- Logo: data:image/png;base64,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
- Favicon: https://www.hemut.com/favicon.png

## UI Components

- input: background=#0F0F0F, textColor=#FFFFFF, borderColor=#595959, borderRadius=9.6px, shadow=none
- buttonPrimary: background=#000000, textColor=#F5F5F5, borderRadius=4px, shadow=none
- buttonSecondary: background=#DADADA, textColor=#111111, borderRadius=4px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: tech-savvy professionals

## Hemut Brand in the Wild

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

- **Hemut**
  - Image: https://m9zz8guuuo8np5x2.public.blob.vercel-storage.com/CTA-2-graphic.png
  - Source: https://www.hemut.com/our-story-team
- **Hemut**
  - Image: https://www.hemut.com/assets/hero-bg-placeholder-DLpXlMK6.webp
  - Source: https://www.hemut.com/
- **Hemut**
  - Image: https://www.hemut.com/assets/sales-customer-CozuFr2n.webp
  - Source: https://www.hemut.com/
- **Hemut**
  - Image: https://hemut.com/assets/why-us-hero-DFh8mAfY.png
  - Source: https://hemut.com/why
- **Hemut**
  - Image: https://www.hemut.com/assets/zach-meiborg-gndkqoF2.png
  - Source: https://www.hemut.com/
- **Hemut**
  - Image: https://www.hemut.com/assets/james-cooper-DNLV71o0.png
  - Source: https://www.hemut.com/

## 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": "Oldschool Grotesk",
      "role": "heading"
    },
    {
      "family": "Arial",
      "role": "body"
    },
    {
      "family": "Helvetica Neue",
      "role": "body"
    },
    {
      "family": "Tobias",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#F7C948",
    "secondary": "#FFCC00",
    "accent": "#FFD33B",
    "background": "#000000",
    "textPrimary": "#000000",
    "link": "#FFD33B"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Arial",
      "heading": "Oldschool Grotesk"
    },
    "fontStacks": {
      "heading": [
        "Tobias",
        "Oldschool Grotesk",
        "sans-serif"
      ],
      "body": [
        "Oldschool Grotesk",
        "system-ui",
        "-apple-system",
        "sans-serif"
      ],
      "paragraph": [
        "Oldschool Grotesk",
        "Helvetica Neue",
        "Arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "57.6px",
      "h2": "48px",
      "body": "17.6px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "12px"
  },
  "components": {
    "input": {
      "background": "#0F0F0F",
      "textColor": "#FFFFFF",
      "borderColor": "#595959",
      "borderRadius": "9.6px",
      "borderRadiusCorners": {
        "topLeft": "9.6px",
        "topRight": "9.6px",
        "bottomRight": "9.6px",
        "bottomLeft": "9.6px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#000000",
      "textColor": "#F5F5F5",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#DADADA",
      "textColor": "#111111",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/png;base64,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",
    "favicon": "https://www.hemut.com/favicon.png",
    "ogImage": null,
    "logoHref": "/",
    "logoAlt": "Hemut"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is located in the header, is visible, and matches the brand name 'Hemut'. It links to the homepage, confirming its role as the primary brand logo.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 12,
      "text": "Book a Call",
      "reasoning": "Button #10 'Book a Call' has a distinct dark background (#000000) with a contrasting text color, making it stand out as a primary call-to-action. It uses the class 'btn-primary', indicating its primary status."
    },
    "secondary": {
      "index": 13,
      "text": "Book a Call",
      "reasoning": "Button #11 'Book a Call' has a light background (#DADADA), providing a clear visual distinction from the primary button. It serves as a secondary option with the same action text, but less emphasis."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "tech-savvy professionals"
  },
  "designSystem": {
    "framework": "bootstrap",
    "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 located in the header, is visible, and matches the brand name 'Hemut'. It links to the homepage, confirming its role as the primary brand logo.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```