# Index Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #1B3B4F |
| Accent | #E95424 |
| Body Font | Inter |
| Heading Font | Inter |

## Color Palette

- primary: #1B3B4F
- secondary: #1F4560
- accent: #E95424
- background: #1B3B4F
- textPrimary: #666666
- link: #152F3F

## Typography

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

## Visual Assets

- Logo: https://www.index.io/images/logo.png
- Favicon: https://www.index.io/apple-touch-icon.png
- Social card (og:image): https://index.io/og-image.png

## UI Components

- input: background=#152F3F, textColor=#F2F7F7, borderColor=#131414, borderRadius=8px, shadow=none
- buttonPrimary: background=#E95424, textColor=#FFFFFF, borderRadius=6px, shadow=none
- buttonSecondary: background=#1B3B4F, textColor=#F2F7F7, borderRadius=0px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: business professionals

## Index Brand in the Wild

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

- **Index — The Firm's Managed Data Foundation**
  - Image: https://index.io/og-image.png
  - Source: https://index.io/
- **Index Exchange Builds 'Exchange of the Future,' Scaling its Omnichannel  Capabilities for New Channels and Creative Formats - Index Exchange**
  - Image: https://s46182.pcdn.co/wp-content/uploads/2022/03/Index_Exchange_Brand_Refresh_v2-1-1-1.jpg
  - Source: https://www.indexexchange.com/en-gb/press/press-releases/index-exchange-builds-exchange-of-the-future-scaling-its-omnichannel-capabilities-for-new-channels-and-creative-formats/
- **How to Create an Index Report (and some info on Re... - SAP Community**
  - Image: https://community.sap.com/legacyfs/online/storage/blog_attachments/2013/01/index_176067.png
  - Source: https://community.sap.com/t5/technology-blog-posts-by-sap/how-to-create-an-index-report-and-some-info-on-report-part-linking/ba-p/12961030
- **Create a Landing Page Index to Link to Other Forms - Formsite**
  - Image: https://formsite.com/wp-content/uploads/2019/05/formsite-landing-page-index-example.png
  - Source: https://www.formsite.com/blog/landing-page-index/
- **We gave The Index a much needed design refresh and introduced advertising,  site-wide - Piccalilli**
  - Image: https://piccalil.b-cdn.net/images/blog/index-key-value-groups.jpg?auto=format&w=1500
  - Source: https://piccalil.li/blog/we-gave-the-index-a-much-needed-design-refresh-and-introduced-advertising/

## 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": "Inter",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#1B3B4F",
    "secondary": "#1F4560",
    "accent": "#E95424",
    "background": "#1B3B4F",
    "textPrimary": "#666666",
    "link": "#152F3F"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Inter",
      "heading": "Inter"
    },
    "fontStacks": {
      "heading": [
        "Inter",
        "-apple-system",
        "BlinkMacSystemFont",
        "sans-serif"
      ],
      "body": [
        "Inter",
        "-apple-system",
        "BlinkMacSystemFont",
        "sans-serif"
      ],
      "paragraph": [
        "Inter",
        "-apple-system",
        "BlinkMacSystemFont",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "56px",
      "h2": "44px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "6px"
  },
  "components": {
    "input": {
      "background": "#152F3F",
      "textColor": "#F2F7F7",
      "borderColor": "#131414",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#E95424",
      "textColor": "#FFFFFF",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#1B3B4F",
      "textColor": "#F2F7F7",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://www.index.io/images/logo.png",
    "favicon": "https://www.index.io/apple-touch-icon.png",
    "ogImage": "https://index.io/og-image.png",
    "logoHref": "index.html",
    "logoAlt": "Index"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, and matches the brand name 'Index'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 2,
      "text": "Contact Us",
      "reasoning": "Button #2 has a vibrant red/orange background (#E95424) and clear action-oriented text 'Contact Us', making it the most prominent CTA."
    },
    "secondary": {
      "index": 0,
      "text": "Get in Touch\n      See How It Works",
      "reasoning": "Button #0 has a different background color (#1B3B4F) and serves as a secondary action with text 'Get in Touch'."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "business 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, and matches the brand name 'Index'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```