# Midday Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #9CA3AF |
| Accent | #18181B |
| Body Font | Hedvig Letters Sans |
| Heading Font | Hedvig Letters Serif |

## Color Palette

- primary: #9CA3AF
- secondary: #D3F3DF
- accent: #18181B
- background: #FFFFFF
- textPrimary: #121212
- link: #D8E6FD

## Typography

- primary: Hedvig Letters Sans — https://fonts.google.com/specimen/Hedvig+Letters+Sans
- heading: Hedvig Letters Serif — https://fonts.google.com/specimen/Hedvig+Letters+Serif

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20width%3D%2228%22%20height%3D%2228%22%20viewBox%3D%220%200%2028%2028%22%20fill%3D%22currentColor%22%20stroke%3D%22currentColor%22%20stroke-width%3D%220.25%22%20stroke-linecap%3D%22round%22%20stroke-linejoin%3D%22round%22%20class%3D%22w-full%20h-full%20text-foreground%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill%3D%22currentColor%22%20d%3D%22M14.854%202.698a9.148%209.148%200%200%201%200%205.786l-.542%201.623%202.012-1.783a7.378%207.378%200%200%200%202.333-4.04l.57-2.786%201.733.354-.57%202.787a9.149%209.149%200%200%201-2.892%205.01l-1.283%201.137%202.635-.538a7.379%207.379%200%200%200%204.04-2.333l1.888-2.129%201.324%201.174-1.887%202.129a9.148%209.148%200%200%201-5.01%202.892l-1.68.344%202.551.85a7.379%207.379%200%200%200%204.666%200l2.698-.9.56%201.68-2.698.9a9.148%209.148%200%200%201-5.785%200l-1.625-.543%201.784%202.012a7.375%207.375%200%200%200%204.04%202.331l2.787.572-.355%201.733-2.787-.57a9.148%209.148%200%200%201-5.01-2.892l-1.136-1.281.539%202.633a7.376%207.376%200%200%200%202.331%204.04l2.129%201.887L21.04%2026.1l-2.129-1.887a9.146%209.146%200%200%201-2.892-5.01l-.343-1.677-.85%202.55a7.379%207.379%200%200%200%200%204.665l.9%202.698-1.68.56-.9-2.698a9.148%209.148%200%200%201%200-5.785l.541-1.627-2.01%201.785a7.38%207.38%200%200%200-2.334%204.04l-.57%202.788-1.733-.357.57-2.785a9.148%209.148%200%200%201%202.892-5.01l1.281-1.138-2.633.54a7.377%207.377%200%200%200-4.04%202.332l-1.887%202.129L1.9%2021.04l1.887-2.129a9.146%209.146%200%200%201%205.01-2.892l1.678-.345-2.55-.849a7.379%207.379%200%200%200-4.666%200l-2.698.9-.56-1.68%202.698-.9a9.148%209.148%200%200%201%205.786%200l1.623.542-1.783-2.01a7.377%207.377%200%200%200-4.04-2.334l-2.786-.57.354-1.733%202.787.57a9.148%209.148%200%200%201%205.01%202.892l1.135%201.28-.538-2.632a7.376%207.376%200%200%200-2.331-4.04L5.786%203.223%206.96%201.898%209.09%203.785a9.148%209.148%200%200%201%202.892%205.01l.344%201.68.85-2.551a7.379%207.379%200%200%200%200-4.666l-.9-2.698%201.68-.56.9%202.698ZM14%2011.234A2.767%202.767%200%200%200%2011.234%2014l.015.283a2.766%202.766%200%200%200%205.502%200l.014-.283-.014-.283a2.766%202.766%200%200%200-2.468-2.468L14%2011.234Z%22%20style%3D%22fill%3A%20rgb(18%2C%2018%2C%2018)%20!important%3B%20stroke%3A%20rgb(18%2C%2018%2C%2018)%20!important%3B%20stroke-width%3A%200.25px%20!important%3B%22%2F%3E%3C%2Fsvg%3E
- Favicon: https://midday.ai/favicon.ico?favicon.0e.v4tc9__obk.ico
- Social card (og:image): https://midday.ai/api/og?title=Midday&description=The+business+stack+for+modern+founders

## UI Components

- buttonPrimary: background=#18181B, textColor=#FAFAFA, borderRadius=0px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#616161, borderColor=#DBDAD7, borderRadius=9999px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: modern founders and business professionals

## Midday Brand in the Wild

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

- **Midday | Run your business smarter**
  - Image: https://feature-widgets.midday.ai/_next/image?url=%2F_next%2Fstatic%2Fmedia%2Fscreen-5.f8f83f01.png&w=3840&q=100
  - Source: https://feature-widgets.midday.ai/
- **How we take data-driven decisions with LogSnag | Midday**
  - Image: https://midday.ai/images/logsnag.png
  - Source: https://midday.ai/updates/lognsag/
- **Midday | Run your business smarter**
  - Image: https://feature-widgets.midday.ai/_next/image?url=%2F_next%2Fstatic%2Fmedia%2Fscreen-2-light.075c998f.png&w=3840&q=100
  - Source: https://feature-widgets.midday.ai/
- **How we take data-driven decisions with LogSnag | Midday**
  - Image: https://midday.ai/images/signin.png
  - Source: https://midday.ai/updates/lognsag/
- **January Product Update | Midday**
  - Image: https://midday.ai/images/update/january/api.png
  - Source: https://midday.ai/updates/january-product-update/
- **Midday v1.1 | Midday**
  - Image: https://cdn.midday.ai/blog/v1.1/sdk.png
  - Source: https://midday.ai/updates/midday-v1-1/

## 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": "Hedvig Letters Sans",
      "role": "body"
    },
    {
      "family": "Hedvig Letters Serif",
      "role": "heading"
    },
    {
      "family": "Georgia",
      "role": "unknown"
    },
    {
      "family": "Arial",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#9CA3AF",
    "secondary": "#D3F3DF",
    "accent": "#18181B",
    "background": "#FFFFFF",
    "textPrimary": "#121212",
    "link": "#D8E6FD"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Hedvig Letters Sans",
      "heading": "Hedvig Letters Serif"
    },
    "fontStacks": {
      "heading": [
        "Hedvig Letters Serif",
        "Georgia",
        "Times New Roman",
        "serif"
      ],
      "body": [
        "Hedvig Letters Sans",
        "system-ui",
        "Arial"
      ],
      "paragraph": [
        "Hedvig Letters Sans",
        "system-ui",
        "Arial"
      ]
    },
    "fontSizes": {
      "h1": "96px",
      "h2": "24px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "9999px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#18181B",
      "textColor": "#FAFAFA",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#616161",
      "borderColor": "#DBDAD7",
      "borderRadius": "9999px",
      "borderRadiusCorners": {
        "topLeft": "9999px",
        "topRight": "9999px",
        "bottomRight": "9999px",
        "bottomLeft": "9999px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20width%3D%2228%22%20height%3D%2228%22%20viewBox%3D%220%200%2028%2028%22%20fill%3D%22currentColor%22%20stroke%3D%22currentColor%22%20stroke-width%3D%220.25%22%20stroke-linecap%3D%22round%22%20stroke-linejoin%3D%22round%22%20class%3D%22w-full%20h-full%20text-foreground%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill%3D%22currentColor%22%20d%3D%22M14.854%202.698a9.148%209.148%200%200%201%200%205.786l-.542%201.623%202.012-1.783a7.378%207.378%200%200%200%202.333-4.04l.57-2.786%201.733.354-.57%202.787a9.149%209.149%200%200%201-2.892%205.01l-1.283%201.137%202.635-.538a7.379%207.379%200%200%200%204.04-2.333l1.888-2.129%201.324%201.174-1.887%202.129a9.148%209.148%200%200%201-5.01%202.892l-1.68.344%202.551.85a7.379%207.379%200%200%200%204.666%200l2.698-.9.56%201.68-2.698.9a9.148%209.148%200%200%201-5.785%200l-1.625-.543%201.784%202.012a7.375%207.375%200%200%200%204.04%202.331l2.787.572-.355%201.733-2.787-.57a9.148%209.148%200%200%201-5.01-2.892l-1.136-1.281.539%202.633a7.376%207.376%200%200%200%202.331%204.04l2.129%201.887L21.04%2026.1l-2.129-1.887a9.146%209.146%200%200%201-2.892-5.01l-.343-1.677-.85%202.55a7.379%207.379%200%200%200%200%204.665l.9%202.698-1.68.56-.9-2.698a9.148%209.148%200%200%201%200-5.785l.541-1.627-2.01%201.785a7.38%207.38%200%200%200-2.334%204.04l-.57%202.788-1.733-.357.57-2.785a9.148%209.148%200%200%201%202.892-5.01l1.281-1.138-2.633.54a7.377%207.377%200%200%200-4.04%202.332l-1.887%202.129L1.9%2021.04l1.887-2.129a9.146%209.146%200%200%201%205.01-2.892l1.678-.345-2.55-.849a7.379%207.379%200%200%200-4.666%200l-2.698.9-.56-1.68%202.698-.9a9.148%209.148%200%200%201%205.786%200l1.623.542-1.783-2.01a7.377%207.377%200%200%200-4.04-2.334l-2.786-.57.354-1.733%202.787.57a9.148%209.148%200%200%201%205.01%202.892l1.135%201.28-.538-2.632a7.376%207.376%200%200%200-2.331-4.04L5.786%203.223%206.96%201.898%209.09%203.785a9.148%209.148%200%200%201%202.892%205.01l.344%201.68.85-2.551a7.379%207.379%200%200%200%200-4.666l-.9-2.698%201.68-.56.9%202.698ZM14%2011.234A2.767%202.767%200%200%200%2011.234%2014l.015.283a2.766%202.766%200%200%200%205.502%200l.014-.283-.014-.283a2.766%202.766%200%200%200-2.468-2.468L14%2011.234Z%22%20style%3D%22fill%3A%20rgb(18%2C%2018%2C%2018)%20!important%3B%20stroke%3A%20rgb(18%2C%2018%2C%2018)%20!important%3B%20stroke-width%3A%200.25px%20!important%3B%22%2F%3E%3C%2Fsvg%3E",
    "favicon": "https://midday.ai/favicon.ico?favicon.0e.v4tc9__obk.ico",
    "ogImage": "https://midday.ai/api/og?title=Midday&description=The+business+stack+for+modern+founders",
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is located in the header, is visible, and links to the homepage, which aligns with the brand 'Midday'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Start your trial",
      "reasoning": "Button #0 with text 'Start your trial' is the primary CTA due to its action-oriented text and distinct dark background color, making it stand out as the main call-to-action."
    },
    "secondary": {
      "index": 5,
      "text": "Introducing Midday Computer→",
      "reasoning": "Button #5 with text 'Introducing Midday Computer→' is selected as secondary due to its different white background color and rounded design, making it a less prominent but still important action."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "modern founders and business professionals"
  },
  "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 links to the homepage, which aligns with the brand 'Midday'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```