# Mimos Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #7C3AED |
| Accent | #7C3AED |
| Body Font | DM Sans |
| Heading Font | Playfair Display |

## Color Palette

- primary: #7C3AED
- accent: #7C3AED
- background: #F6F6F6
- textPrimary: #0A0A0A
- link: #7C3AED

## Typography

- primary: DM Sans — https://fonts.google.com/specimen/DM+Sans
- heading: Playfair Display — https://fonts.google.com/specimen/Playfair+Display

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20width%3D%2236%22%20height%3D%2236%22%20viewBox%3D%220%200%2043%2043%22%20data-fc-idx%3D%220%22%3E%3Cg%20clip-path%3D%22url(%23clip_nav)%22%3E%3Cpath%20d%3D%22M21.4979%200C27.769%200%2032.9201%202.0177%2036.9512%206.04881C40.9823%2010.0799%2043%2015.231%2043%2021.4979C43%2027.7647%2040.9823%2032.9201%2036.9512%2036.9512C32.9201%2040.9823%2027.769%2043%2021.4979%2043C15.2268%2043%2010.0757%2040.9823%206.04454%2036.9512C2.0177%2032.9201%200%2027.7732%200%2021.4979C0%2015.2225%202.0177%2010.0799%206.04454%206.04881C10.0757%202.0177%2015.2268%200%2021.4979%200Z%22%20class%3D%22fill-white%20group-hover%3Afill-white%2F80%20transition-colors%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M16.7186%2018.0763C15.8402%2018.0763%2015.1383%2018.3364%2014.6049%2018.8566C14.0755%2019.3768%2013.8107%2020.061%2013.8107%2020.9174V29.0685H9.83203V20.8854C9.83203%2019.909%2010.0045%2019.0046%2010.3534%2018.1683C10.6984%2017.332%2011.1797%2016.6157%2011.7933%2016.0155C12.407%2015.4153%2013.1289%2014.9471%2013.9672%2014.611C14.8054%2014.2748%2015.7199%2014.1068%2016.7226%2014.1068C17.7253%2014.1068%2018.6077%2014.2708%2019.4459%2014.595C20.2842%2014.9191%2020.9981%2015.3793%2021.5877%2015.9675C22.2013%2015.3793%2022.9233%2014.9191%2023.7615%2014.595C24.5998%2014.2708%2025.5062%2014.1068%2026.4849%2014.1068C27.4635%2014.1068%2028.402%2014.2748%2029.2403%2014.611C30.0785%2014.9471%2030.8005%2015.4153%2031.4141%2016.0155C32.0278%2016.6157%2032.501%2017.332%2032.838%2018.1683C33.1749%2019.0046%2033.3433%2019.909%2033.3433%2020.8854V29.0685H29.3646V20.9174C29.3646%2020.061%2029.1039%2019.3768%2028.5825%2018.8566C28.0611%2018.3364%2027.3632%2018.0763%2026.4849%2018.0763C25.6065%2018.0763%2024.9046%2018.3364%2024.3752%2018.8566C23.8458%2019.3768%2023.581%2020.061%2023.581%2020.9174V29.0685H19.6023V20.9174C19.6023%2020.061%2019.3416%2019.3768%2018.8202%2018.8566C18.2988%2018.3364%2017.6009%2018.0763%2016.7226%2018.0763H16.7186Z%22%20class%3D%22fill-%5B%230a0a0a%5D%22%20style%3D%22fill%3A%20rgb(10%2C%2010%2C%2010)%20!important%3B%22%2F%3E%3C%2Fg%3E%3Cdefs%3E%3CclipPath%20id%3D%22clip_nav%22%3E%3Crect%20width%3D%2243%22%20height%3D%2243%22%20fill%3D%22white%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3C%2FclipPath%3E%3C%2Fdefs%3E%3C%2Fsvg%3E
- Favicon: https://www.trymimos.com/favicon.ico?favicon.0x3dzn~oxb6tn.ico?dpl=dpl_H6cA2YgbMwua24ddLmfjtxnCVaBt

## UI Components

- buttonPrimary: background=#FFFFFF, textColor=#0A0A0A, borderRadius=33554400px, shadow=none
- buttonSecondary: background=#0A0A0A, textColor=#FCFCFC, borderColor=#F8F8F8, borderRadius=33554400px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: parents of infants

## Mimos Brand in the Wild

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

- **Mimos spent RM28 mil without relevant approvals — AG's Report**
  - Image: https://theedgemalaysia.com/_next/image?url=https%3A%2F%2Fassets.theedgemarkets.com%2FMIMOS_www.mimos_.my_20260223112126-APP.jpg&w=1920&q=75
  - Source: https://theedgemalaysia.com/node/793596
- **MIMOS Enterprise Web Portal Platform (Mi-Portal) - MIMOS Berhad**
  - Image: https://www.mimos.my/wp-content/uploads/2023/01/MiPortal1.jpg
  - Source: https://www.mimos.my/mimos-enterprise-web-portal-platform-mi-portal/
- **Publications - MIMOS Berhad**
  - Image: https://www.mimos.my/wp-content/uploads/2025/12/MIMOS-800x800.webp
  - Source: https://www.mimos.my/publications/
- **MIMOS E-Marketplace Platform (Mi-Market) - MIMOS Berhad**
  - Image: https://www.mimos.my/wp-content/uploads/2023/01/MiMarket1.jpg
  - Source: https://www.mimos.my/mimos-e-marketplace-platform-mi-market/

## 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": "DM Sans",
      "role": "body"
    },
    {
      "family": "Playfair Display",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#7C3AED",
    "accent": "#7C3AED",
    "background": "#F6F6F6",
    "textPrimary": "#0A0A0A",
    "link": "#7C3AED"
  },
  "typography": {
    "fontFamilies": {
      "primary": "DM Sans",
      "heading": "Playfair Display"
    },
    "fontStacks": {
      "heading": [
        "Playfair Display"
      ],
      "body": [
        "DM Sans"
      ],
      "paragraph": [
        "DM Sans"
      ]
    },
    "fontSizes": {
      "h1": "92px",
      "h2": "56px",
      "body": "14px"
    }
  },
  "spacing": {
    "baseUnit": 8,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#FFFFFF",
      "textColor": "#0A0A0A",
      "borderRadius": "33554400px",
      "borderRadiusCorners": {
        "topLeft": "33554400px",
        "topRight": "33554400px",
        "bottomRight": "33554400px",
        "bottomLeft": "33554400px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#0A0A0A",
      "textColor": "#FCFCFC",
      "borderColor": "#F8F8F8",
      "borderRadius": "33554400px",
      "borderRadiusCorners": {
        "topLeft": "33554400px",
        "topRight": "33554400px",
        "bottomRight": "33554400px",
        "bottomLeft": "33554400px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20width%3D%2236%22%20height%3D%2236%22%20viewBox%3D%220%200%2043%2043%22%20data-fc-idx%3D%220%22%3E%3Cg%20clip-path%3D%22url(%23clip_nav)%22%3E%3Cpath%20d%3D%22M21.4979%200C27.769%200%2032.9201%202.0177%2036.9512%206.04881C40.9823%2010.0799%2043%2015.231%2043%2021.4979C43%2027.7647%2040.9823%2032.9201%2036.9512%2036.9512C32.9201%2040.9823%2027.769%2043%2021.4979%2043C15.2268%2043%2010.0757%2040.9823%206.04454%2036.9512C2.0177%2032.9201%200%2027.7732%200%2021.4979C0%2015.2225%202.0177%2010.0799%206.04454%206.04881C10.0757%202.0177%2015.2268%200%2021.4979%200Z%22%20class%3D%22fill-white%20group-hover%3Afill-white%2F80%20transition-colors%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M16.7186%2018.0763C15.8402%2018.0763%2015.1383%2018.3364%2014.6049%2018.8566C14.0755%2019.3768%2013.8107%2020.061%2013.8107%2020.9174V29.0685H9.83203V20.8854C9.83203%2019.909%2010.0045%2019.0046%2010.3534%2018.1683C10.6984%2017.332%2011.1797%2016.6157%2011.7933%2016.0155C12.407%2015.4153%2013.1289%2014.9471%2013.9672%2014.611C14.8054%2014.2748%2015.7199%2014.1068%2016.7226%2014.1068C17.7253%2014.1068%2018.6077%2014.2708%2019.4459%2014.595C20.2842%2014.9191%2020.9981%2015.3793%2021.5877%2015.9675C22.2013%2015.3793%2022.9233%2014.9191%2023.7615%2014.595C24.5998%2014.2708%2025.5062%2014.1068%2026.4849%2014.1068C27.4635%2014.1068%2028.402%2014.2748%2029.2403%2014.611C30.0785%2014.9471%2030.8005%2015.4153%2031.4141%2016.0155C32.0278%2016.6157%2032.501%2017.332%2032.838%2018.1683C33.1749%2019.0046%2033.3433%2019.909%2033.3433%2020.8854V29.0685H29.3646V20.9174C29.3646%2020.061%2029.1039%2019.3768%2028.5825%2018.8566C28.0611%2018.3364%2027.3632%2018.0763%2026.4849%2018.0763C25.6065%2018.0763%2024.9046%2018.3364%2024.3752%2018.8566C23.8458%2019.3768%2023.581%2020.061%2023.581%2020.9174V29.0685H19.6023V20.9174C19.6023%2020.061%2019.3416%2019.3768%2018.8202%2018.8566C18.2988%2018.3364%2017.6009%2018.0763%2016.7226%2018.0763H16.7186Z%22%20class%3D%22fill-%5B%230a0a0a%5D%22%20style%3D%22fill%3A%20rgb(10%2C%2010%2C%2010)%20!important%3B%22%2F%3E%3C%2Fg%3E%3Cdefs%3E%3CclipPath%20id%3D%22clip_nav%22%3E%3Crect%20width%3D%2243%22%20height%3D%2243%22%20fill%3D%22white%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3C%2FclipPath%3E%3C%2Fdefs%3E%3C%2Fsvg%3E",
    "favicon": "https://www.trymimos.com/favicon.ico?favicon.0x3dzn~oxb6tn.ico?dpl=dpl_H6cA2YgbMwua24ddLmfjtxnCVaBt",
    "ogImage": null,
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is located in the header, is visible, and links to the homepage, aligning with the brand 'Mimos'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "Book a Call",
      "reasoning": "The 'Book a Call' button is likely the primary CTA due to its action-oriented text, encouraging direct engagement with the brand."
    },
    "secondary": {
      "index": 0,
      "text": "How It Works",
      "reasoning": "The 'How It Works' button serves as a secondary action, providing additional information rather than direct engagement."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "parents of infants"
  },
  "designSystem": {
    "framework": "tailwind",
    "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 links to the homepage, aligning with the brand 'Mimos'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```