# Ordo Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #155DFC |
| Accent | #155DFC |
| Body Font | Outfit |
| Heading Font | Noto Serif |

## Color Palette

- primary: #155DFC
- secondary: #F8D4D4
- accent: #155DFC
- background: #FFFFFF
- textPrimary: #191919
- link: #FCE9E9

## Typography

- primary: Outfit — https://fonts.google.com/specimen/Outfit
- heading: Noto Serif — https://fonts.google.com/specimen/Noto+Serif

## Visual Assets

- Logo: https://ordo-playground.cdn.prismic.io/ordo-playground/aUMLAnNYClf9oXhR_Ordologo.svg?fit=max&w=256
- Favicon: https://www.ordo.com/icon.png?c8c563dda4c82c19
- Social card (og:image): https://images.prismic.io/ordo-playground/aXomtQIvOtkhCCda_OrdoGraphImage2026.png?auto=format,compress&rect=0,0,3600,1890&w=2400&h=1260

## UI Components

- buttonPrimary: background=#155DFC, textColor=#FFFFFF, borderRadius=11.4px, shadow=none
- buttonSecondary: background=#F4F4F4, textColor=#191919, borderRadius=11.4px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: tech-savvy consumers

## Ordo Brand in the Wild

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

- **Top 3 School Meal Vendors in Philadelphia**
  - Image: https://images.prismic.io/ordo-playground/aXPBgQIvOtkhB4vN_top-3-school-meal-vendors-in-philadelphia-feature.jpg?auto=format,compress
  - Source: https://www.ordo.com/articles/top-3-school-meal-vendors-in-philadelphia
- **The Delicious History of Coney Dogs: A Detroit Favorite**
  - Image: https://images.prismic.io/ordo-playground/aXPBVQIvOtkhB4uu_the-delicious-history-of-coney-dogs-a-detroit-favorite-feature.jpg?auto=format,compress
  - Source: https://www.ordo.com/articles/the-delicious-history-of-coney-dogs-a-detroit-favorite
- **How Ordo Provides Scratch-Made Food for Schools in 15+ States**
  - Image: https://images.prismic.io/ordo-playground/aW-egQIvOtkhBvgY_ImagefromiOS-9--2-.jpg?auto=format%2Ccompress&fit=max&w=3840
  - Source: https://www.ordo.com/articles/how-ordo-provides-scratch-made-food-for-schools-in-15-states
- **Blog**
  - Image: https://images.prismic.io/ordo-playground/aXO_ywIvOtkhB4qZ_applying-for-cacfp-in-mississippi-what-child-care-centers-need-to-know-feature.jpg?auto=format%2Ccompress&fit=max&w=3840
  - Source: https://www.ordo.com/articles
- **Top 3 School Meal Vendors in Cincinnati**
  - Image: https://images.prismic.io/ordo-playground/aXPBfAIvOtkhB4vK_top-3-school-meal-vendors-in-cincinnati-feature.jpg?auto=format%2Ccompress&fit=max&w=3840
  - Source: https://www.ordo.com/articles/top-3-school-meal-vendors-in-cincinnati
- **What California students think of universal school meals**
  - Image: https://images.prismic.io/ordo-playground/aXPBoQIvOtkhB4vf_what-california-students-think-of-universal-school-meals-feature.jpg?auto=format,compress
  - Source: https://www.ordo.com/articles/what-california-students-think-of-universal-school-meals

## 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": "Outfit",
      "role": "body"
    },
    {
      "family": "Noto Serif",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#155DFC",
    "secondary": "#F8D4D4",
    "accent": "#155DFC",
    "background": "#FFFFFF",
    "textPrimary": "#191919",
    "link": "#FCE9E9"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Outfit",
      "heading": "Noto Serif"
    },
    "fontStacks": {
      "heading": [
        "Noto Serif",
        "Georgia",
        "Times New Roman",
        "serif"
      ],
      "body": [
        "Outfit",
        "system-ui",
        "-apple-system",
        "sans-serif"
      ],
      "paragraph": [
        "Outfit",
        "system-ui",
        "-apple-system",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "60.8px",
      "h2": "45.6px",
      "body": "20.9px"
    }
  },
  "spacing": {
    "baseUnit": 6,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#155DFC",
      "textColor": "#FFFFFF",
      "borderRadius": "11.4px",
      "borderRadiusCorners": {
        "topLeft": "11.4px",
        "topRight": "11.4px",
        "bottomRight": "11.4px",
        "bottomLeft": "11.4px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#F4F4F4",
      "textColor": "#191919",
      "borderRadius": "11.4px",
      "borderRadiusCorners": {
        "topLeft": "11.4px",
        "topRight": "11.4px",
        "bottomRight": "11.4px",
        "bottomLeft": "11.4px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://ordo-playground.cdn.prismic.io/ordo-playground/aUMLAnNYClf9oXhR_Ordologo.svg?fit=max&w=256",
    "favicon": "https://www.ordo.com/icon.png?c8c563dda4c82c19",
    "ogImage": "https://images.prismic.io/ordo-playground/aXomtQIvOtkhCCda_OrdoGraphImage2026.png?auto=format,compress&rect=0,0,3600,1890&w=2400&h=1260",
    "logoHref": "/"
  },
  "__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 'Ordo'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 9,
      "text": "Request a quote",
      "reasoning": "Button #8 has a vibrant blue background (#155DFC), which is the brand color, and the text 'Request a quote' is action-oriented, making it the primary CTA."
    },
    "secondary": {
      "index": 8,
      "text": "Learn more",
      "reasoning": "Button #0 has a light background (#F4F4F4) and the text 'Learn more', which is less prominent and serves as a secondary action."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "tech-savvy consumers"
  },
  "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 'Ordo'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```