# Leland Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #15B078 |
| Accent | #15B078 |
| Body Font | Calibre |
| Heading Font | Calibre |

## Color Palette

- primary: #15B078
- secondary: #474BA5
- accent: #15B078
- background: #000000
- textPrimary: #000000
- link: #1A73E8

## Typography

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

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20class%3D%22h-6%20shrink-0%20sm%3Amr-6%20text-leland-primary%22%20viewBox%3D%220%200%2099%2023%22%20fill%3D%22none%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M20.5721%202.33411L6.8221%206.45911L2.23877%2020.6674L16.4471%2016.5424L20.5721%202.33411ZM11.4052%2013.7922C12.6709%2013.7922%2013.6969%2012.7662%2013.6969%2011.5006C13.6969%2010.2349%2012.6709%209.2089%2011.4052%209.2089C10.1396%209.2089%209.11354%2010.2349%209.11354%2011.5006C9.11354%2012.7662%2010.1396%2013.7922%2011.4052%2013.7922Z%22%20fill%3D%22currentColor%22%20vector-effect%3D%22non-scaling-stroke%22%20style%3D%22fill%3A%20rgb(21%2C%20176%2C%20120)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M80.2848%2012.707V19.1726H83.4802V12.0081C83.4802%209.11227%2082.6064%206.86554%2079.1365%206.86554C77.389%206.86554%2076.1658%207.63941%2075.5168%208.91256H75.4419L75.4668%207.09021H72.2715V19.1726H75.4668V13.1564C75.4668%2011.1343%2076.1409%209.48672%2078.113%209.48672C79.9603%209.48672%2080.2848%2010.9097%2080.2848%2012.707Z%22%20fill%3D%22currentColor%22%20vector-effect%3D%22non-scaling-stroke%22%20style%3D%22fill%3A%20rgb(21%2C%20176%2C%20120)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M66.415%2017.7747L66.4649%2019.1726H69.5355V12.2577C69.5355%2010.2107%2069.0861%209.11227%2068.2124%208.2635C67.3137%207.41474%2066.0905%206.86554%2063.9436%206.86554C61.8467%206.86554%2060.1491%207.58949%2059.2255%208.13869L60.1991%2010.1857C60.7233%209.78629%2062.0464%209.18716%2063.644%209.18716C65.3166%209.18716%2066.3401%209.91111%2066.3401%2011.4589V11.7834L63.4443%2011.9831C60.948%2012.1578%2058.4766%2013.1314%2058.4766%2015.6527C58.4766%2018.1741%2060.3738%2019.4472%2062.7204%2019.4472C64.5178%2019.4472%2065.9157%2018.6484%2066.415%2017.7747ZM64.1932%2013.8554L66.3651%2013.7305V15.9523C65.9407%2016.5514%2065.017%2017.2754%2063.7689%2017.2754C62.4458%2017.2754%2061.6719%2016.5764%2061.6719%2015.5529C61.6719%2014.5294%2062.4957%2013.9552%2064.1932%2013.8554Z%22%20fill%3D%22currentColor%22%20vector-effect%3D%22non-scaling-stroke%22%20style%3D%22fill%3A%20rgb(21%2C%20176%2C%20120)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M41.9788%2014.1549H50.8659C50.8659%2014.1549%2050.9158%2013.1564%2050.9158%2012.5323C50.9158%209.31198%2048.6691%206.86554%2044.9495%206.86554C41.5045%206.86554%2038.6836%209.46176%2038.6836%2013.3311C38.6836%2017.2255%2041.3797%2019.4472%2045.0244%2019.4472C47.9701%2019.4472%2049.7924%2018.199%2050.4664%2017.5001L49.2183%2015.7776C48.6441%2016.2768%2047.1962%2017.0008%2045.5736%2017.0008C43.7512%2017.0008%2042.2784%2016.0771%2041.9788%2014.1549ZM44.9245%209.23709C47.1712%209.23709%2047.6705%2010.7599%2047.7204%2012.0829H41.9289C42.0287%2010.5602%2043.0273%209.23709%2044.9245%209.23709Z%22%20fill%3D%22currentColor%22%20vector-effect%3D%22non-scaling-stroke%22%20style%3D%22fill%3A%20rgb(21%2C%20176%2C%20120)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M31.7384%203.55707V16.4751H37.7546V19.1711H28.5181V3.55707L31.7384%203.55707Z%22%20fill%3D%22currentColor%22%20vector-effect%3D%22non-scaling-stroke%22%20style%3D%22fill%3A%20rgb(21%2C%20176%2C%20120)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M56.332%203.55707V19.1711H53.1616V3.55707L56.332%203.55707Z%22%20fill%3D%22currentColor%22%20vector-effect%3D%22non-scaling-stroke%22%20style%3D%22fill%3A%20rgb(21%2C%20176%2C%20120)%20!important%3B%22%2F%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M98.5944%203.55707V19.1711H95.5738L95.5488%2017.2739H95.4739C94.5003%2018.8216%2093.0025%2019.4457%2091.3299%2019.4457C87.7851%2019.4457%2085.6133%2016.6997%2085.6133%2013.105C85.6133%209.68494%2087.885%206.86405%2091.5546%206.86405C93.1773%206.86405%2094.5503%207.46318%2095.399%208.76129H95.449C95.424%208.21209%2095.424%207.56303%2095.424%206.71427V3.55707L98.5944%203.55707ZM88.8586%2013.105C88.8586%2015.2019%2090.1567%2016.8495%2092.2286%2016.8495C94.1508%2016.8495%2095.4989%2015.3767%2095.4989%2013.105C95.4989%2011.0829%2094.1758%209.31049%2092.1288%209.31049C90.0568%209.31049%2088.8586%2011.0829%2088.8586%2013.105Z%22%20fill%3D%22currentColor%22%20vector-effect%3D%22non-scaling-stroke%22%20style%3D%22fill%3A%20rgb(21%2C%20176%2C%20120)%20!important%3B%22%2F%3E%3C%2Fsvg%3E
- Favicon: https://www.joinleland.com/favicon-32x32.png
- Social card (og:image): https://www.joinleland.com/images/leland-og.png

## UI Components

- input: background=#FFFFFF, textColor=#333333, borderColor=null, borderRadius=0px, shadow=none
- buttonPrimary: background=#15B078, textColor=#FFFFFF, borderColor=#15B078, borderRadius=8px, shadow=rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 1px
- buttonSecondary: background=#FFFFFF, textColor=#333333, borderColor=#E5E5E5, borderRadius=8px, shadow=rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 1px

## Brand Personality

Tone: modern · Energy: medium · Audience: ambitious professionals and students

## Leland Brand in the Wild

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

- **MIT Sloan MBA: Acceptance Rate, Deadlines, Cost, Requirements, & Program  Overview | Leland**
  - Image: https://cdn.sanity.io/images/anl9abaw/production/90526963a994e252b2420bc404f4a7c275c96c8b-1600x1200.jpg?w=3840&q=75&fit=clip&auto=format
  - Source: https://www.joinleland.com/library/a/mit-sloan-school-of-management
- **The Top 5+ Web Design Coaches & Consultants (2025-2026) | Leland**
  - Image: https://cdn.sanity.io/images/anl9abaw/production/e07ba17d65e301d18c19630aabe5ab09b50931b6-1920x1280.png?rect=0,136,1920,1008&w=1200&h=630&q=75&auto=format
  - Source: https://www.joinleland.com/library/a/top-web-design-coaches
- **Indrani S. | Leland**
  - Image: https://cdn.sanity.io/images/anl9abaw/production/31880b8ce923cc75882e7c4633d93e19a34c5c49-1920x1280.png?w=3840&q=75&fit=clip&auto=format
  - Source: https://www.joinleland.com/coach/indrani-stangl
- **Beyond the Résumé: How to Build a Personal Brand for Marketing Success |  Leland**
  - Image: https://cdn.sanity.io/images/anl9abaw/production/7b757c6300dab1c7e195e2ae9eae83bb18e08f6c-768x512.png
  - Source: https://www.joinleland.com/library/a/beyond-the-rsum-how-to-build-a-personal-brand-for-marketing-success
- **Top 10 MBA Consultants for Columbia Business School (2025-2026) | Leland**
  - Image: https://cdn.sanity.io/images/anl9abaw/production/63b95ea824b2b1e8563f32136b5db9c7b37800ca-960x900.jpg?w=3840&q=75&fit=clip&auto=format
  - Source: https://www.joinleland.com/library/a/top-mba-admissions-consultants-for-columbia-business-school
- **Beyond the Résumé: How to Build a Personal Brand for Marketing Success |  Leland**
  - Image: https://cdn.sanity.io/images/anl9abaw/production/3096fd361ff1d44ba776395310833fecb10a55f4-768x512.png
  - Source: https://www.joinleland.com/library/a/beyond-the-rsum-how-to-build-a-personal-brand-for-marketing-success

## 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": "Calibre",
      "role": "body"
    },
    {
      "family": "departureMono",
      "role": "monospace"
    }
  ],
  "colors": {
    "primary": "#15B078",
    "secondary": "#474BA5",
    "accent": "#15B078",
    "background": "#000000",
    "textPrimary": "#000000",
    "link": "#1A73E8"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Calibre",
      "heading": "Calibre"
    },
    "fontStacks": {
      "heading": [
        "Calibre",
        "ui-sans-serif",
        "system-ui",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ],
      "body": [
        "Calibre",
        "ui-sans-serif",
        "system-ui",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ],
      "paragraph": [
        "Calibre",
        "ui-sans-serif",
        "system-ui",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ]
    },
    "fontSizes": {
      "h1": "16px",
      "h2": "48px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "input": {
      "background": "#FFFFFF",
      "textColor": "#333333",
      "borderColor": null,
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#15B078",
      "textColor": "#FFFFFF",
      "borderColor": "#15B078",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 1px"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#333333",
      "borderColor": "#E5E5E5",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 1px"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20class%3D%22h-6%20shrink-0%20sm%3Amr-6%20text-leland-primary%22%20viewBox%3D%220%200%2099%2023%22%20fill%3D%22none%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M20.5721%202.33411L6.8221%206.45911L2.23877%2020.6674L16.4471%2016.5424L20.5721%202.33411ZM11.4052%2013.7922C12.6709%2013.7922%2013.6969%2012.7662%2013.6969%2011.5006C13.6969%2010.2349%2012.6709%209.2089%2011.4052%209.2089C10.1396%209.2089%209.11354%2010.2349%209.11354%2011.5006C9.11354%2012.7662%2010.1396%2013.7922%2011.4052%2013.7922Z%22%20fill%3D%22currentColor%22%20vector-effect%3D%22non-scaling-stroke%22%20style%3D%22fill%3A%20rgb(21%2C%20176%2C%20120)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M80.2848%2012.707V19.1726H83.4802V12.0081C83.4802%209.11227%2082.6064%206.86554%2079.1365%206.86554C77.389%206.86554%2076.1658%207.63941%2075.5168%208.91256H75.4419L75.4668%207.09021H72.2715V19.1726H75.4668V13.1564C75.4668%2011.1343%2076.1409%209.48672%2078.113%209.48672C79.9603%209.48672%2080.2848%2010.9097%2080.2848%2012.707Z%22%20fill%3D%22currentColor%22%20vector-effect%3D%22non-scaling-stroke%22%20style%3D%22fill%3A%20rgb(21%2C%20176%2C%20120)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M66.415%2017.7747L66.4649%2019.1726H69.5355V12.2577C69.5355%2010.2107%2069.0861%209.11227%2068.2124%208.2635C67.3137%207.41474%2066.0905%206.86554%2063.9436%206.86554C61.8467%206.86554%2060.1491%207.58949%2059.2255%208.13869L60.1991%2010.1857C60.7233%209.78629%2062.0464%209.18716%2063.644%209.18716C65.3166%209.18716%2066.3401%209.91111%2066.3401%2011.4589V11.7834L63.4443%2011.9831C60.948%2012.1578%2058.4766%2013.1314%2058.4766%2015.6527C58.4766%2018.1741%2060.3738%2019.4472%2062.7204%2019.4472C64.5178%2019.4472%2065.9157%2018.6484%2066.415%2017.7747ZM64.1932%2013.8554L66.3651%2013.7305V15.9523C65.9407%2016.5514%2065.017%2017.2754%2063.7689%2017.2754C62.4458%2017.2754%2061.6719%2016.5764%2061.6719%2015.5529C61.6719%2014.5294%2062.4957%2013.9552%2064.1932%2013.8554Z%22%20fill%3D%22currentColor%22%20vector-effect%3D%22non-scaling-stroke%22%20style%3D%22fill%3A%20rgb(21%2C%20176%2C%20120)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M41.9788%2014.1549H50.8659C50.8659%2014.1549%2050.9158%2013.1564%2050.9158%2012.5323C50.9158%209.31198%2048.6691%206.86554%2044.9495%206.86554C41.5045%206.86554%2038.6836%209.46176%2038.6836%2013.3311C38.6836%2017.2255%2041.3797%2019.4472%2045.0244%2019.4472C47.9701%2019.4472%2049.7924%2018.199%2050.4664%2017.5001L49.2183%2015.7776C48.6441%2016.2768%2047.1962%2017.0008%2045.5736%2017.0008C43.7512%2017.0008%2042.2784%2016.0771%2041.9788%2014.1549ZM44.9245%209.23709C47.1712%209.23709%2047.6705%2010.7599%2047.7204%2012.0829H41.9289C42.0287%2010.5602%2043.0273%209.23709%2044.9245%209.23709Z%22%20fill%3D%22currentColor%22%20vector-effect%3D%22non-scaling-stroke%22%20style%3D%22fill%3A%20rgb(21%2C%20176%2C%20120)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M31.7384%203.55707V16.4751H37.7546V19.1711H28.5181V3.55707L31.7384%203.55707Z%22%20fill%3D%22currentColor%22%20vector-effect%3D%22non-scaling-stroke%22%20style%3D%22fill%3A%20rgb(21%2C%20176%2C%20120)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M56.332%203.55707V19.1711H53.1616V3.55707L56.332%203.55707Z%22%20fill%3D%22currentColor%22%20vector-effect%3D%22non-scaling-stroke%22%20style%3D%22fill%3A%20rgb(21%2C%20176%2C%20120)%20!important%3B%22%2F%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M98.5944%203.55707V19.1711H95.5738L95.5488%2017.2739H95.4739C94.5003%2018.8216%2093.0025%2019.4457%2091.3299%2019.4457C87.7851%2019.4457%2085.6133%2016.6997%2085.6133%2013.105C85.6133%209.68494%2087.885%206.86405%2091.5546%206.86405C93.1773%206.86405%2094.5503%207.46318%2095.399%208.76129H95.449C95.424%208.21209%2095.424%207.56303%2095.424%206.71427V3.55707L98.5944%203.55707ZM88.8586%2013.105C88.8586%2015.2019%2090.1567%2016.8495%2092.2286%2016.8495C94.1508%2016.8495%2095.4989%2015.3767%2095.4989%2013.105C95.4989%2011.0829%2094.1758%209.31049%2092.1288%209.31049C90.0568%209.31049%2088.8586%2011.0829%2088.8586%2013.105Z%22%20fill%3D%22currentColor%22%20vector-effect%3D%22non-scaling-stroke%22%20style%3D%22fill%3A%20rgb(21%2C%20176%2C%20120)%20!important%3B%22%2F%3E%3C%2Fsvg%3E",
    "favicon": "https://www.joinleland.com/favicon-32x32.png",
    "ogImage": "https://www.joinleland.com/images/leland-og.png",
    "logoHref": "/search"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is located in the header, is visible, and matches the brand inferred from the URL and page title.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 2,
      "text": "Get Started",
      "reasoning": "Button #2 has a vibrant green background (#15B078), which is the brand's primary color, and the text 'Get Started' is action-oriented, making it the main call-to-action."
    },
    "secondary": {
      "index": 5,
      "text": "See all reviews",
      "reasoning": "Button #5 has a white background (#FFFFFF), which is different from the primary button's color, and the text 'See all reviews' suggests a secondary action."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "ambitious professionals and students"
  },
  "designSystem": {
    "framework": "tailwind",
    "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 located in the header, is visible, and matches the brand inferred from the URL and page title.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```