# Midjourney Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #06051D |
| Accent | #0F1C36 |
| Body Font | JetBrains Mono |
| Heading Font | JetBrains Mono |

## Color Palette

- primary: #06051D
- accent: #0F1C36
- background: #06051D
- textPrimary: #ECFDF5
- link: #06051D

## Typography

- primary: JetBrains Mono — https://fonts.google.com/specimen/JetBrains+Mono
- heading: JetBrains Mono — https://fonts.google.com/specimen/JetBrains+Mono

## Visual Assets

- Favicon: https://www.midjourney.com/public/apple-touch-icon.png

## UI Components

- buttonPrimary: background=#0F1C36, textColor=#ECFDF5, borderColor=#1F1E34, borderRadius=9999px, 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 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 4px 6px -1px, rgba(0, 0, 0, 0.1) 0px 2px 4px -2px
- buttonSecondary: background=#1E0C1A, textColor=#FFF7ED, borderColor=#1F1E34, borderRadius=9999px, 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 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 4px 6px -1px, rgba(0, 0, 0, 0.1) 0px 2px 4px -2px

## Brand Personality

Tone: modern · Energy: medium · Audience: creative professionals and tech enthusiasts

## Midjourney Brand in the Wild

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

- **Issues - Midjourney Magazine**
  - Image: https://cdn.prod.website-files.com/649b12827d77ff32819fc308/68f935d14cb006defc140c91_MJ31.webp
  - Source: https://mag.midjourney.com/midjourneymag
- **Issues - Midjourney Magazine**
  - Image: https://cdn.prod.website-files.com/649b12827d77ff32819fc308/697ad310b72dafad12602d49_MJ33-Cropped.png.jpg
  - Source: https://mag.midjourney.com/midjourneymag
- **Issues - Midjourney Magazine**
  - Image: https://cdn.prod.website-files.com/649b12827d77ff32819fc308/69ab1ccf3f91d8f0e0f5fdf0_MJ35-Cropped.webp
  - Source: https://mag.midjourney.com/midjourneymag
- **Midjourney Magazine | Issues**
  - Image: https://cdn.prod.website-files.com/649b12827d77ff32819fc308/68ad28111d4f4f54c24d7558_MJ28_Cropped.webp
  - Source: https://mag.midjourney.com/midjourneymag
- **Midjourney Folders**
  - Image: https://i.vimeocdn.com/video/1984585113-ec3d3babaafcced3743bebdc42a308957812b28d45a5f83415c04613cbec3d32-d?f=webp
  - Source: https://docs.midjourney.com/hc/en-us/articles/41268334793613-Transitioning-to-Web
- **Midjourney Magazine | Issues**
  - Image: https://cdn.prod.website-files.com/649b12827d77ff32819fc308/69ce2c692a3da88b81d537f5_MJ36.webp
  - Source: https://mag.midjourney.com/midjourneymag

## 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": "JetBrains Mono",
      "role": "monospace"
    },
    {
      "family": "DM Sans",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#06051D",
    "accent": "#0F1C36",
    "background": "#06051D",
    "textPrimary": "#ECFDF5",
    "link": "#06051D"
  },
  "typography": {
    "fontFamilies": {
      "primary": "JetBrains Mono",
      "heading": "JetBrains Mono"
    },
    "fontStacks": {
      "heading": [
        "JetBrains Mono",
        "ui-monospace",
        "SFMono-Regular",
        "Menlo",
        "Monaco",
        "Consolas",
        "Liberation Mono",
        "Courier New",
        "monospace"
      ],
      "body": [
        "DM Sans",
        "system-ui",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Helvetica Neue",
        "Arial",
        "Noto Sans",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ],
      "paragraph": [
        "JetBrains Mono",
        "ui-monospace",
        "SFMono-Regular",
        "Menlo",
        "Monaco",
        "Consolas",
        "Liberation Mono",
        "Courier New",
        "monospace"
      ]
    },
    "fontSizes": {
      "h1": "30px",
      "h2": "30px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 8,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#0F1C36",
      "textColor": "#ECFDF5",
      "borderColor": "#1F1E34",
      "borderRadius": "9999px",
      "borderRadiusCorners": {
        "topLeft": "9999px",
        "topRight": "9999px",
        "bottomRight": "9999px",
        "bottomLeft": "9999px"
      },
      "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 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 4px 6px -1px, rgba(0, 0, 0, 0.1) 0px 2px 4px -2px"
    },
    "buttonSecondary": {
      "background": "#1E0C1A",
      "textColor": "#FFF7ED",
      "borderColor": "#1F1E34",
      "borderRadius": "9999px",
      "borderRadiusCorners": {
        "topLeft": "9999px",
        "topRight": "9999px",
        "bottomRight": "9999px",
        "bottomLeft": "9999px"
      },
      "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 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 4px 6px -1px, rgba(0, 0, 0, 0.1) 0px 2px 4px -2px"
    }
  },
  "images": {
    "logo": null,
    "favicon": "https://www.midjourney.com/public/apple-touch-icon.png",
    "ogImage": null
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "Sign Up",
      "reasoning": "Button #1 has a vibrant, brand-associated background color (#0F1C36) and action-oriented text ('Sign Up'), making it the primary CTA."
    },
    "secondary": {
      "index": 3,
      "text": "Documentation",
      "reasoning": "Button #3 ('Documentation') has a different background color (#1E0C1A) and serves a secondary function, making it suitable as the secondary CTA."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "creative professionals and tech enthusiasts"
  },
  "designSystem": {
    "framework": "tailwind",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.95,
    "colors": 0.9,
    "overall": 0.925
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": false,
      "llmSucceeded": false,
      "finalSource": "none"
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```