# NewLimit Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #363647 |
| Accent | #0F0156 |
| Body Font | seq |
| Heading Font | seq |

## Color Palette

- primary: #363647
- secondary: #2D163E
- accent: #0F0156
- background: #FFFFFF
- textPrimary: #1F1F29
- link: #0F0156

## Typography

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

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20width%3D%2211.6875em%22%20height%3D%222.5em%22%20viewBox%3D%220%200%20187%2040%22%20fill%3D%22currentColor%22%20fill-rule%3D%22evenodd%22%20role%3D%22img%22%20aria-label%3D%22logo%22%20data-fc-idx%3D%220%22%3E%3Cpath%20d%3D%22M137.045%2013.013a2.25%202.25%200%201%200%200-4.5%202.25%202.25%200%201%200%200%204.5zM53.662%2031.356V15.202h.127l9.904%2016.154h5.253V8.829h-4.367v15.87h-.126l-9.778-15.87h-5.379v22.527h4.367zm26.01.379c2.384%200%204.24-.531%205.569-1.593s2.194-2.308%202.595-3.739l-4.493-.379a4.1%204.1%200%200%201-1.202%201.83c-.569.505-1.392.757-2.468.757-1.16%200-2.088-.426-2.785-1.278s-1.065-1.982-1.108-3.392h12.215l.032-.978c0-1.83-.348-3.402-1.044-4.717s-1.677-2.308-2.943-2.982-2.732-1.01-4.399-1.01c-1.73%200-3.222.357-4.478%201.073s-2.22%201.73-2.895%203.045-1.013%202.866-1.013%204.654c0%201.767.343%203.308%201.028%204.622s1.661%202.324%202.927%203.029%202.753%201.057%204.462%201.057zm-3.829-10.632h7.626c-.084-1.094-.459-1.993-1.123-2.698s-1.566-1.057-2.706-1.057c-1.118%200-2.009.358-2.674%201.073s-1.039%201.609-1.123%202.682zm22.276%2010.254l3.228-11.421h.126l3.196%2011.421h4.937l5.442-16.69h-4.683l-3.196%2011.674h-.126l-3.038-11.674h-4.937L96.03%2026.339h-.127l-3.164-11.674h-4.873l5.443%2016.69h4.81zm34.933-3.975v3.975h-16.644V8.829h4.746V27.38h11.898zm6.201-12.715v16.69h-4.43v-16.69h4.43zm7.277%2016.69v-9.086c0-1.43.317-2.529.949-3.297s1.403-1.152%202.31-1.152c.95%200%201.667.284%202.152.852s.728%201.504.728%202.808v9.875h4.43v-9.086c0-1.43.317-2.529.949-3.297s1.403-1.152%202.311-1.152c.949%200%201.666.284%202.151.852s.728%201.504.728%202.808v9.875h4.43V20.345c0-1.998-.527-3.513-1.582-4.543s-2.394-1.546-4.019-1.546c-1.265%200-2.341.242-3.227.726s-1.709%201.167-2.469%202.051c-.464-.925-1.123-1.62-1.977-2.082s-1.82-.694-2.896-.694c-2.13%200-3.808.883-5.031%202.65h-.127v-2.24h-4.24v16.69h4.43zm28.358-20.592a2.25%202.25%200%201%201-4.5%200%202.25%202.25%200%201%201%204.5%200zm-.07%2020.593v-16.69h-4.43v16.69h4.43zm12.055%200l-2.911.063c-1.202%200-2.152-.11-2.848-.331s-1.213-.62-1.55-1.199-.507-1.415-.507-2.508v-9.749h-2.658v-2.966h2.658V9.996h4.431v4.669H187v2.966h-3.512v8.645c0%20.694.137%201.141.411%201.341s.791.3%201.55.3h1.424v3.439zM3.565%2013.005c2.73-6.387%209.086-10.866%2016.494-10.866s13.764%204.479%2016.494%2010.866H3.565zM2.139%2020a17.83%2017.83%200%200%201%20.59-4.562c8.888.001%2017.702%208.555%2017.702%2020.562v1.857l-.371.004c-9.9%200-17.92-8-17.92-17.86zm31.636%2011.496a17.91%2017.91%200%200%201-11.205%206.191V36c0-9.311-4.923-16.934-11.487-20.508%208.801.599%2017.158%206.186%2022.693%2016.003zm1.386-1.876c-4.158-7.011-9.794-11.977-16.096-14.475H37.31c.437%201.544.67%203.173.67%204.856a17.73%2017.73%200%200%201-2.819%209.62zM20.059%200C8.984%200%200%208.951%200%2020s8.984%2020%2020.059%2020%2020.06-8.951%2020.06-20-8.985-20-20.06-20z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3C%2Fsvg%3E
- Favicon: https://cdn.prod.website-files.com/61e68fe4e7bec7037d55d34e/626307a176c2fcc20d82c21e_favicon.png
- Social card (og:image): https://cdn.prod.website-files.com/61e68fe4e7bec7037d55d34e/626b875e7de5968525202299_newlimit-open-graph.png

## UI Components

- buttonPrimary: background=#0F0156, textColor=#FFFFFF, borderColor=#FFFFFF, borderRadius=950px, shadow=none
- buttonSecondary: background=transparent, textColor=#FFFFFF, borderColor=#FFFFFF, borderRadius=950px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: health and longevity enthusiasts

## NewLimit Brand in the Wild

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

- **2025 Year in Review - by Jacob C. Kimmel - NewLimit Blog**
  - Image: https://substackcdn.com/image/fetch/$s_!lPlO!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F24f047c8-9bdd-44c4-be96-943c535f5ae7_3597x2724.png
  - Source: https://blog.newlimit.com/p/2025-year-in-review
- **Developing reprogramming therapies - by Jacob C. Kimmel**
  - Image: https://substackcdn.com/image/fetch/$s_!5His!,w_1200,h_675,c_fill,f_jpg,q_auto:good,fl_progressive:steep,g_auto/https%3A%2F%2Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%2Fpublic%2Fimages%2F9f589414-4950-4f60-8916-0ad80a1fb2ea_1200x630.png
  - Source: https://blog.newlimit.com/p/developing-reprogramming-therapies
- **October 2022 Progress Update - by Jacob C. Kimmel**
  - Image: https://substackcdn.com/image/fetch/$s_!dSO6!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%2Fpublic%2Fimages%2F4a025e67-2005-4cf8-a8d9-3e45038adc4f_3024x4032.png
  - Source: https://blog.newlimit.com/p/october-2022-progress-update
- **Sitemap - 2025 - NewLimit Blog**
  - Image: https://substackcdn.com/image/fetch/$s_!piBn!,f_auto,q_auto:best,fl_progressive:steep/https%3A%2F%2Fnewlimit.substack.com%2Ftwitter%2Fsubscribe-card.jpg%3Fv%3D462675683%26version%3D9
  - Source: https://blog.newlimit.com/sitemap/2025
- **January 2023 Update - by Greg Johnson - NewLimit Blog**
  - Image: https://substackcdn.com/image/fetch/f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3ae69285-f1c4-404b-8bb8-69240ce5078c_3330x2841.png
  - Source: https://blog.newlimit.com/p/january-2023-update
- **NewLimit Blog | Brian Armstrong | Substack**
  - Image: https://substackcdn.com/image/fetch/$s_!YLy6!,w_1250,h_654,c_fill,f_auto,q_auto:good,fl_progressive:steep,g_center/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F1d83600a-1db0-4e3a-8e1e-fda8079cb47f_1600x847.png
  - Source: https://blog.newlimit.com/

## 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": "seq",
      "count": 43
    },
    {
      "family": "sans-serif",
      "count": 43
    }
  ],
  "colors": {
    "primary": "#363647",
    "secondary": "#2D163E",
    "accent": "#0F0156",
    "background": "#FFFFFF",
    "textPrimary": "#1F1F29",
    "link": "#0F0156"
  },
  "typography": {
    "fontFamilies": {
      "primary": "seq",
      "heading": "seq"
    },
    "fontStacks": {
      "body": [
        "seq",
        "sans-serif"
      ],
      "heading": [
        "seq",
        "sans-serif"
      ],
      "paragraph": [
        "seq",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "88px",
      "h2": "72px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "3px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#0F0156",
      "textColor": "#FFFFFF",
      "borderColor": "#FFFFFF",
      "borderRadius": "950px",
      "borderRadiusCorners": {
        "topLeft": "950px",
        "topRight": "950px",
        "bottomRight": "950px",
        "bottomLeft": "950px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#FFFFFF",
      "borderColor": "#FFFFFF",
      "borderRadius": "950px",
      "borderRadiusCorners": {
        "topLeft": "950px",
        "topRight": "950px",
        "bottomRight": "950px",
        "bottomLeft": "950px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20width%3D%2211.6875em%22%20height%3D%222.5em%22%20viewBox%3D%220%200%20187%2040%22%20fill%3D%22currentColor%22%20fill-rule%3D%22evenodd%22%20role%3D%22img%22%20aria-label%3D%22logo%22%20data-fc-idx%3D%220%22%3E%3Cpath%20d%3D%22M137.045%2013.013a2.25%202.25%200%201%200%200-4.5%202.25%202.25%200%201%200%200%204.5zM53.662%2031.356V15.202h.127l9.904%2016.154h5.253V8.829h-4.367v15.87h-.126l-9.778-15.87h-5.379v22.527h4.367zm26.01.379c2.384%200%204.24-.531%205.569-1.593s2.194-2.308%202.595-3.739l-4.493-.379a4.1%204.1%200%200%201-1.202%201.83c-.569.505-1.392.757-2.468.757-1.16%200-2.088-.426-2.785-1.278s-1.065-1.982-1.108-3.392h12.215l.032-.978c0-1.83-.348-3.402-1.044-4.717s-1.677-2.308-2.943-2.982-2.732-1.01-4.399-1.01c-1.73%200-3.222.357-4.478%201.073s-2.22%201.73-2.895%203.045-1.013%202.866-1.013%204.654c0%201.767.343%203.308%201.028%204.622s1.661%202.324%202.927%203.029%202.753%201.057%204.462%201.057zm-3.829-10.632h7.626c-.084-1.094-.459-1.993-1.123-2.698s-1.566-1.057-2.706-1.057c-1.118%200-2.009.358-2.674%201.073s-1.039%201.609-1.123%202.682zm22.276%2010.254l3.228-11.421h.126l3.196%2011.421h4.937l5.442-16.69h-4.683l-3.196%2011.674h-.126l-3.038-11.674h-4.937L96.03%2026.339h-.127l-3.164-11.674h-4.873l5.443%2016.69h4.81zm34.933-3.975v3.975h-16.644V8.829h4.746V27.38h11.898zm6.201-12.715v16.69h-4.43v-16.69h4.43zm7.277%2016.69v-9.086c0-1.43.317-2.529.949-3.297s1.403-1.152%202.31-1.152c.95%200%201.667.284%202.152.852s.728%201.504.728%202.808v9.875h4.43v-9.086c0-1.43.317-2.529.949-3.297s1.403-1.152%202.311-1.152c.949%200%201.666.284%202.151.852s.728%201.504.728%202.808v9.875h4.43V20.345c0-1.998-.527-3.513-1.582-4.543s-2.394-1.546-4.019-1.546c-1.265%200-2.341.242-3.227.726s-1.709%201.167-2.469%202.051c-.464-.925-1.123-1.62-1.977-2.082s-1.82-.694-2.896-.694c-2.13%200-3.808.883-5.031%202.65h-.127v-2.24h-4.24v16.69h4.43zm28.358-20.592a2.25%202.25%200%201%201-4.5%200%202.25%202.25%200%201%201%204.5%200zm-.07%2020.593v-16.69h-4.43v16.69h4.43zm12.055%200l-2.911.063c-1.202%200-2.152-.11-2.848-.331s-1.213-.62-1.55-1.199-.507-1.415-.507-2.508v-9.749h-2.658v-2.966h2.658V9.996h4.431v4.669H187v2.966h-3.512v8.645c0%20.694.137%201.141.411%201.341s.791.3%201.55.3h1.424v3.439zM3.565%2013.005c2.73-6.387%209.086-10.866%2016.494-10.866s13.764%204.479%2016.494%2010.866H3.565zM2.139%2020a17.83%2017.83%200%200%201%20.59-4.562c8.888.001%2017.702%208.555%2017.702%2020.562v1.857l-.371.004c-9.9%200-17.92-8-17.92-17.86zm31.636%2011.496a17.91%2017.91%200%200%201-11.205%206.191V36c0-9.311-4.923-16.934-11.487-20.508%208.801.599%2017.158%206.186%2022.693%2016.003zm1.386-1.876c-4.158-7.011-9.794-11.977-16.096-14.475H37.31c.437%201.544.67%203.173.67%204.856a17.73%2017.73%200%200%201-2.819%209.62zM20.059%200C8.984%200%200%208.951%200%2020s8.984%2020%2020.059%2020%2020.06-8.951%2020.06-20-8.985-20-20.06-20z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3C%2Fsvg%3E",
    "favicon": "https://cdn.prod.website-files.com/61e68fe4e7bec7037d55d34e/626307a176c2fcc20d82c21e_favicon.png",
    "ogImage": "https://cdn.prod.website-files.com/61e68fe4e7bec7037d55d34e/626b875e7de5968525202299_newlimit-open-graph.png",
    "logoHref": "/",
    "logoAlt": "logo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'NewLimit'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Read our Operating Plan",
      "reasoning": "Button #0 has a vibrant brand color (#0F0156) and action-oriented text ('Read our Operating Plan'), making it the most prominent CTA."
    },
    "secondary": {
      "index": 4,
      "text": "Explore Our Science",
      "reasoning": "Button #4 has a transparent background, providing a clear contrast to the primary button's vibrant color, and offers an exploratory action ('Explore Our Science')."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "health and longevity enthusiasts"
  },
  "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, links to the homepage, and matches the brand name 'NewLimit'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```