# OwnLocal Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #B2BBC8 |
| Accent | #227EF7 |
| Body Font | Roboto |
| Heading Font | Roboto |

## Color Palette

- primary: #B2BBC8
- secondary: #227EF7
- accent: #227EF7
- background: #F8F9FA
- textPrimary: #3C4858
- link: #3C4858

## Typography

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

## Visual Assets

- Logo: https://www.ownlocal.com/assets/images/logos/logotype-white.svg
- Favicon: https://www.ownlocal.com/assets/images/logos/favicon.png
- Social card (og:image): https://ucarecdn.com/0f20cb5b-5f4e-4207-be36-a5ee95dd54b5/ogimage1800optimized.png

## UI Components

- buttonPrimary: background=#FFFFFF, textColor=#586370, borderRadius=5px, shadow=rgba(0, 0, 0, 0.1) 0px 2px 2px 0px

## Brand Personality

Tone: professional · Energy: medium · Audience: local media businesses

## OwnLocal Brand in the Wild

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

- **Origami**
  - Image: https://origami.ownlocal.com/img/origami_reporting_new.png
  - Source: https://origami.ownlocal.com/
- **OwnLocal Online Advertising Platform**
  - Image: https://ucarecdn.com/4f7d62ac-cadc-4641-a1e8-92aaba03fb57/directory02.png
  - Source: https://www.ownlocal.com/technology/
- **OwnLocal - Automated Digital Ad Platform For Local Media**
  - Image: https://www.ownlocal.com/assets/video-poster.jpg
  - Source: https://ownlocal.com/
- **OwnLocal - Automated Digital Ad Platform For Local Media**
  - Image: https://ucarecdn.com/0f20cb5b-5f4e-4207-be36-a5ee95dd54b5/ogimage1800optimized.png
  - Source: https://ownlocal.com/
- **Origami (Beta) – OwnLocal**
  - Image: https://origami.ownlocal.com/uploads/background-2018.jpg
  - Source: https://origami.ownlocal.com/origami/
- **Demo: Print Ad – Español (El Salvador)**
  - Image: https://demos.ownlocal.com/images/lf_examples/sv_01/ad.jpg
  - Source: https://demos.ownlocal.com/es-sv/01/ad/

## 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": "Roboto",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#B2BBC8",
    "secondary": "#227EF7",
    "accent": "#227EF7",
    "background": "#F8F9FA",
    "textPrimary": "#3C4858",
    "link": "#3C4858"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Roboto",
      "heading": "Roboto"
    },
    "fontStacks": {
      "heading": [
        "system-ui",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Oxygen",
        "Ubuntu",
        "Cantarell",
        "Fira Sans",
        "Droid Sans",
        "Helvetica Neue",
        "sans-serif"
      ],
      "body": [
        "system-ui",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Oxygen",
        "Ubuntu",
        "Cantarell",
        "Fira Sans",
        "Droid Sans",
        "Helvetica Neue",
        "sans-serif"
      ],
      "paragraph": [
        "system-ui",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Oxygen",
        "Ubuntu",
        "Cantarell",
        "Fira Sans",
        "Droid Sans",
        "Helvetica Neue",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "70px",
      "h2": "38px",
      "body": "17px"
    }
  },
  "spacing": {
    "baseUnit": 8,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#FFFFFF",
      "textColor": "#586370",
      "borderRadius": "5px",
      "borderRadiusCorners": {
        "topLeft": "5px",
        "topRight": "5px",
        "bottomRight": "5px",
        "bottomLeft": "5px"
      },
      "shadow": "rgba(0, 0, 0, 0.1) 0px 2px 2px 0px"
    }
  },
  "images": {
    "logo": "https://www.ownlocal.com/assets/images/logos/logotype-white.svg",
    "favicon": "https://www.ownlocal.com/assets/images/logos/favicon.png",
    "ogImage": "https://ucarecdn.com/0f20cb5b-5f4e-4207-be36-a5ee95dd54b5/ogimage1800optimized.png",
    "logoHref": "."
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, and matches the brand name 'OwnLocal' from the URL and page title.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "Learn More",
      "reasoning": "Button #1 has a distinct text color (#586370) and a border radius, making it more visually prominent than Button #0, which has the same background and text color."
    },
    "secondary": {
      "index": 0,
      "text": "Learn More",
      "reasoning": "Button #0 is less visually distinct due to its lack of border radius and identical text and background color, making it a suitable secondary option."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "local media businesses"
  },
  "designSystem": {
    "framework": "custom",
    "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 visible, located in the header, and matches the brand name 'OwnLocal' from the URL and page title.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```