# Pelago Brand Identity A complete profile of **Pelago**'s visual system — colors, typography, components, and personality — extracted from https://www.pelagohealth.com. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/pelago - Machine-readable JSON: https://characterquilt.com/branding/pelago.json - Per-page llms.txt: https://characterquilt.com/branding/pelago/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #FAE355 | | Accent | #FAE355 | | Body Font | Roboto | | Heading Font | Roboto | ## Color Palette - primary: #FAE355 - secondary: #FFF4DC - accent: #FAE355 - background: #FFFFFF - textPrimary: #000000 - link: #DDF1C4 ## Typography - primary: Roboto — https://fonts.google.com/specimen/Roboto - heading: Roboto — https://fonts.google.com/specimen/Roboto ## Visual Assets - Logo: 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- Favicon: https://www.pelagohealth.com/static/images/favicons/apple-touch-icon.png - Social card (og:image): https://pelagocms.wpengine.com/wp-content/uploads/2023/06/Pelago-OG-1024x538.png ## UI Components - input: background=transparent, textColor=#000000, borderColor=null, borderRadius=2px, shadow=none - buttonPrimary: background=#FAE355, textColor=#000000, borderRadius=5px, shadow=none - buttonSecondary: background=#FFFFFF, textColor=#000000, borderColor=#FFFFFF, borderRadius=5px, shadow=none ## Brand Personality Tone: professional · Energy: medium · Audience: healthcare professionals and organizations ## Pelago Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **Pelago | Virtual clinic for substance use management** - Image: https://pelagocms.wpengine.com/wp-content/uploads/2024/07/img-homepage-testimonial.png - Source: https://www.pelagohealth.com/ - **Ten of the ultimate quit-smoking tips | Pelago** - Image: https://uploads-ssl.webflow.com/5d3e1394c89f6a479128ed9c/6151e914918dec7411823633_blog-quit-smoking-tips_opt.jpg - Source: https://www.pelagohealth.com/blog/ten-of-the-ultimate-quit-smoking-tips/ - **5 tips for staying smoke-free during lockdown | Pelago** - Image: https://uploads-ssl.webflow.com/5d3e1394c89f6a479128ed9c/614cdb357eaf7502e938d2e1_blog-pandemic-smoking-cessation_opt.jpg - Source: https://www.pelagohealth.com/blog/5-tips-for-staying-smoke-free-during-lockdown/ - **Why Is secondhand smoking so bad? | Pelago** - Image: https://uploads-ssl.webflow.com/5d3e1394c89f6a479128ed9c/6151eb19be44892bb9c51aee_blog-second-hand-smoke_opt.jpg - Source: https://www.pelagohealth.com/blog/why-is-secondhand-smoking-so-bad/ - **Announcing Quit Genius' $11M Series A and Our Manifesto to Help 100M Quit Their Addiction | Pelago** - Image: https://uploads-ssl.webflow.com/5d3e1394c89f6a479128ed9c/614cebef6838fa76e132f001_blog-series-a.jpg - Source: https://www.pelagohealth.com/blog/announcing-quit-genius-11m-series-a-and-our-manifesto-to-help-100m-quit-their-addiction/ - **Quit Genius will help smokers quit during Stoptober | Pelago** - Image: https://uploads-ssl.webflow.com/5d3e1394c89f6a479128ed9c/614cacd69c323316a4eb840c_blog-stoptober.jpg - Source: https://www.pelagohealth.com/blog/quit-genius-will-help-smokers-quit-during-stoptober/ ## 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": "EsRebond", "role": "unknown" }, { "family": "Roboto", "role": "body" }, { "family": "Segoe UI", "role": "body" }, { "family": "Helvetica", "role": "body" }, { "family": "Arial", "role": "body" } ], "colors": { "primary": "#FAE355", "secondary": "#FFF4DC", "accent": "#FAE355", "background": "#FFFFFF", "textPrimary": "#000000", "link": "#DDF1C4" }, "typography": { "fontFamilies": { "primary": "Roboto", "heading": "Roboto" }, "fontStacks": { "heading": [ "EsRebond", "system-ui", "-apple-system", "Segoe UI", "Roboto", "Helvetica", "Arial", "sans-serif", "Apple Color Emoji" ], "body": [ "EsRebond", "sans-serif" ], "paragraph": [ "Suisse", "system-ui", "-apple-system", "Segoe UI", "Roboto", "Helvetica", "Arial", "sans-serif", "Apple Color Emoji" ] }, "fontSizes": { "h1": "74px", "h2": "44px", "body": "22px" } }, "spacing": { "baseUnit": 4, "borderRadius": "5px" }, "components": { "input": { "background": "transparent", "textColor": "#000000", "borderColor": null, "borderRadius": "2px", "borderRadiusCorners": { "topLeft": "2px", "topRight": "2px", "bottomRight": "2px", "bottomLeft": "2px" }, "shadow": "none" }, "buttonPrimary": { "background": "#FAE355", "textColor": "#000000", "borderRadius": "5px", "borderRadiusCorners": { "topLeft": "5px", "topRight": "5px", "bottomRight": "5px", "bottomLeft": "5px" }, "shadow": "none" }, "buttonSecondary": { "background": "#FFFFFF", "textColor": "#000000", "borderColor": "#FFFFFF", "borderRadius": "5px", "borderRadiusCorners": { "topLeft": "5px", "topRight": "5px", "bottomRight": "5px", "bottomLeft": "5px" }, "shadow": "none" } }, "images": { "logo": 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"favicon": "https://www.pelagohealth.com/static/images/favicons/apple-touch-icon.png", "ogImage": "https://pelagocms.wpengine.com/wp-content/uploads/2023/06/Pelago-OG-1024x538.png", "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": 6, "text": "WebinarTreating Substance Use With a Dedicated Program: A Case Study on the ROI of Compassionate Car", "reasoning": "Button #6 has a vibrant background color (#FAE355) which aligns with the brand's primary color and features action-oriented text related to a webinar, making it a strong candidate for the primary CTA." }, "secondary": { "index": 10, "text": "Calculate savings", "reasoning": "Button #10 has a different background color (#FFFFFF) and offers a secondary action ('Calculate savings'), making it suitable as a secondary CTA." }, "confidence": 0.95 }, "personality": { "tone": "professional", "energy": "medium", "targetAudience": "healthcare professionals and organizations" }, "designSystem": { "framework": "tailwind", "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 } } } ```