# Onward Brand Identity A complete profile of **Onward**'s visual system — colors, typography, components, and personality — extracted from https://useonward.com. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/onward - Machine-readable JSON: https://characterquilt.com/branding/onward.json - Per-page llms.txt: https://characterquilt.com/branding/onward/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #EC5800 | | Accent | #EC5800 | | Body Font | Inter | | Heading Font | GT Super Text Book | ## Color Palette - primary: #EC5800 - secondary: #FF7700 - accent: #EC5800 - background: #FFFFFF - textPrimary: #000000 - link: #0000EE ## Typography - primary: Inter — https://fonts.google.com/specimen/Inter - heading: GT Super Text Book — https://fonts.google.com/specimen/GT+Super+Text+Book ## Visual Assets - Logo: data:image/svg+xml, - Favicon: https://framerusercontent.com/images/EgPFI5H4INdgsD7Z25mMzPMA2E.png - Social card (og:image): https://framerusercontent.com/images/M7o9QMd7ICFLa0zFnShfCSeo4s.webp ## UI Components - input: background=#FFFFFF, textColor=#000000, borderColor=null, borderRadius=16px, shadow=rgb(0, 0, 0) 0px 0px 0px 0px inset, rgba(0, 0, 0, 0.1) 0px 0px 0px 1px inset - buttonPrimary: background=#EC5800, textColor=#0000EE, borderRadius=40px, shadow=none - buttonSecondary: background=#FFFFFF, textColor=#0000EE, borderRadius=40px, shadow=none ## Brand Personality Tone: modern · Energy: medium · Audience: e-commerce businesses ## Onward Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **Onward vs. Route: Which Shipping Protection Solution Is Right for You - Onward Checkout+** - Image: https://framerusercontent.com/images/2vErbw3XwQhmvlFeaaU5ZZ3Ug.png - Source: https://useonward.com/blog/onward-vs-route - **Why Your Ecommerce Business Absolutely Needs a Loyalty Program - Onward Checkout+** - Image: https://framerusercontent.com/images/8jFhsGzMHAer8nShnoI7jaGug.webp?width=1000&height=667 - Source: https://useonward.com/blog/loyalty-program - **How Laundry Sauce bolstered customer experience and increased cashback revenue by $141k with Onward - Onward Checkout+** - Image: https://framerusercontent.com/images/7KKwOlArIMQLulNRSsS4pnw8.jpg?width=2523&height=1419 - Source: https://useonward.com/case-studies/how-onward-helped-laundry-sauce-improve-customer-experience-and-cashback-revenue - **Why Your Ecommerce Business Absolutely Needs a Loyalty Program - Onward Checkout+** - Image: https://framerusercontent.com/images/L0ObPcvh0ckZkvVy1U46WCv9zxA.jpg?width=1104&height=600 - Source: https://useonward.com/blog/loyalty-program - **Comparison - Onward Checkout+** - Image: https://framerusercontent.com/images/xoOV7G0ICpLseTP5WaC5GE0E4.webp?width=2000&height=1334 - Source: https://useonward.com/blog/categories/comparison - **Post-Purchase Ecommerce Insights & Guides | Onward Blog** - Image: https://framerusercontent.com/images/M7o9QMd7ICFLa0zFnShfCSeo4s.webp - Source: https://useonward.com/blog ## 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": "Inter", "role": "body" }, { "family": "GT Super Text Book", "role": "heading" } ], "colors": { "primary": "#EC5800", "secondary": "#FF7700", "accent": "#EC5800", "background": "#FFFFFF", "textPrimary": "#000000", "link": "#0000EE" }, "typography": { "fontFamilies": { "primary": "Inter", "heading": "GT Super Text Book" }, "fontStacks": { "heading": [ "GT Super Text Book", "sans-serif" ], "body": [ "sans-serif" ], "paragraph": [ "Inter", "sans-serif" ] }, "fontSizes": { "h1": "56px", "h2": "48px", "body": "15px" } }, "spacing": { "baseUnit": 10, "borderRadius": "8px" }, "components": { "input": { "background": "#FFFFFF", "textColor": "#000000", "borderColor": null, "borderRadius": "16px", "borderRadiusCorners": { "topLeft": "16px", "topRight": "16px", "bottomRight": "16px", "bottomLeft": "16px" }, "shadow": "rgb(0, 0, 0) 0px 0px 0px 0px inset, rgba(0, 0, 0, 0.1) 0px 0px 0px 1px inset" }, "buttonPrimary": { "background": "#EC5800", "textColor": "#0000EE", "borderRadius": "40px", "borderRadiusCorners": { "topLeft": "40px", "topRight": "40px", "bottomRight": "40px", "bottomLeft": "40px" }, "shadow": "none" }, "buttonSecondary": { "background": "#FFFFFF", "textColor": "#0000EE", "borderRadius": "40px", "borderRadiusCorners": { "topLeft": "40px", "topRight": "40px", "bottomRight": "40px", "bottomLeft": "40px" }, "shadow": "none" } }, "images": { "logo": "data:image/svg+xml,", "favicon": "https://framerusercontent.com/images/EgPFI5H4INdgsD7Z25mMzPMA2E.png", "ogImage": "https://framerusercontent.com/images/M7o9QMd7ICFLa0zFnShfCSeo4s.webp", "logoHref": "./" }, "__llm_logo_reasoning": { "selectedIndex": 0, "reasoning": "Selected #0 because it is located in the header, is visible, and links to the homepage, which are strong indicators of the main brand logo.", "confidence": 0.9, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": 2, "text": "Offer Customer Upgrades", "reasoning": "Button #2 uses the brand's vibrant orange color (#EC5800), which is a strong indicator of a primary call-to-action. The text 'Offer Customer Upgrades' suggests a direct action related to the site's purpose." }, "secondary": { "index": 1, "text": "Book a demo", "reasoning": "Button #1, 'Book a demo', has a different background color (#FFFFFF) and serves as a secondary action, inviting users to engage further with the product." }, "confidence": 0.95 }, "personality": { "tone": "modern", "energy": "medium", "targetAudience": "e-commerce businesses" }, "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 located in the header, is visible, and links to the homepage, which are strong indicators of the main brand logo.", "confidence": 0.9 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```