# Positive Brand Identity
A complete profile of **Positive**'s visual system — colors, typography, components, and personality — extracted from https://www.positive.co. Built for designers, agents, and AI tools.
- Page: https://characterquilt.com/branding/positive
- Machine-readable JSON: https://characterquilt.com/branding/positive.json
- Per-page llms.txt: https://characterquilt.com/branding/positive/llms.txt
## Quick Facts
| Field | Value |
|---|---|
| Primary | #00263E |
| Accent | #00263E |
| Body Font | Inter |
| Heading Font | Inter |
## Color Palette
- primary: #00263E
- secondary: #E53E3E
- accent: #00263E
- background: #F7F2EA
- textPrimary: #2D2A26
- link: #9B9389
## Typography
- primary: Inter — https://fonts.google.com/specimen/Inter
- heading: Inter — https://fonts.google.com/specimen/Inter
## Visual Assets
- Logo: https://www.positive.co/_next/image?url=%2Flogo-dark.png&w=256&q=75&dpl=dpl_Agx2Yak8uwunf7DGkRDENoosQ96a
- Favicon: data:image/svg+xml,
## UI Components
- buttonPrimary: background=#00263E, textColor=#FFFFFF, borderRadius=8px, shadow=none
- buttonSecondary: background=#F7F2EA, textColor=#2D2A26, borderColor=#E5DFD4, borderRadius=8px, shadow=none
## Brand Personality
Tone: modern · Energy: medium · Audience: health-conscious consumers
## Positive Brand in the Wild
Real-world brand assets — ads, campaigns, marketing materials.
- **Positive Food Co.**
- Image: https://www.positive.co/img/hero-shelf-dark.png
- Source: https://www.positive.co/
- **Positive Food Co.**
- Image: https://www.positive.co/img/hero-shelf.png
- Source: https://www.positive.co/
- **16 Section A: Positive Ads ideas | real beauty campaign, dove real beauty, body image**
- Image: https://i.pinimg.com/474x/7e/b8/8a/7eb88af44a7326b69e0c95d2f1f59ef6.jpg
- Source: https://www.pinterest.com/ubjuniorenglish/section-a-positive-ads/
- **23 Positive Report Card Comments - Learn Grow Blossom**
- Image: https://learngrowblossom.co/wp-content/uploads/2024/06/positive-report-card-comments-1.png
- Source: https://learngrowblossom.co/positive-report-card-comments/
- **Body positive landing page template | Free PSD**
- Image: https://img.freepik.com/free-psd/body-positive-landing-page-template_23-2148974256.jpg
- Source: https://www.freepik.com/free-psd/body-positive-landing-page-template_14491231.htm
- **16 Section A: Positive Ads ideas | real beauty campaign, dove real beauty, body image**
- Image: https://i.pinimg.com/originals/b4/c0/ee/b4c0eeccdde9ab27146e2b7fd4219863.jpg
- Source: https://www.pinterest.com/ubjuniorenglish/section-a-positive-ads/
## 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": "SF Mono",
"role": "monospace"
},
{
"family": "Fira Code",
"role": "monospace"
}
],
"colors": {
"primary": "#00263E",
"secondary": "#E53E3E",
"accent": "#00263E",
"background": "#F7F2EA",
"textPrimary": "#2D2A26",
"link": "#9B9389"
},
"typography": {
"fontFamilies": {
"primary": "Inter",
"heading": "Inter"
},
"fontStacks": {
"heading": [
"Inter",
"-apple-system",
"BlinkMacSystemFont",
"sans-serif"
],
"body": [
"Inter",
"-apple-system",
"BlinkMacSystemFont",
"sans-serif"
],
"paragraph": [
"Inter",
"-apple-system",
"BlinkMacSystemFont",
"sans-serif"
]
},
"fontSizes": {
"h1": "69px",
"h2": "69px",
"body": "18px"
}
},
"spacing": {
"baseUnit": 4,
"borderRadius": "4px"
},
"components": {
"buttonPrimary": {
"background": "#00263E",
"textColor": "#FFFFFF",
"borderRadius": "8px",
"borderRadiusCorners": {
"topLeft": "8px",
"topRight": "8px",
"bottomRight": "8px",
"bottomLeft": "8px"
},
"shadow": "none"
},
"buttonSecondary": {
"background": "#F7F2EA",
"textColor": "#2D2A26",
"borderColor": "#E5DFD4",
"borderRadius": "8px",
"borderRadiusCorners": {
"topLeft": "8px",
"topRight": "8px",
"bottomRight": "8px",
"bottomLeft": "8px"
},
"shadow": "none"
}
},
"images": {
"logo": "https://www.positive.co/_next/image?url=%2Flogo-dark.png&w=256&q=75&dpl=dpl_Agx2Yak8uwunf7DGkRDENoosQ96a",
"favicon": "data:image/svg+xml,",
"ogImage": null,
"logoHref": "/",
"logoAlt": "Positive Food Co"
},
"__llm_logo_reasoning": {
"selectedIndex": 0,
"reasoning": "Selected #0 because it is visible, medium-sized, and matches the brand name 'Positive Food Co.' with a source URL indicating it's the main logo.",
"confidence": 0.9,
"source": "llm"
},
"__llm_button_reasoning": {
"primary": {
"index": 2,
"text": "Get started",
"reasoning": "Button #2 has a vibrant background color (#00263E) which aligns with the brand's primary color and features action-oriented text 'Get started', making it the primary CTA."
},
"secondary": {
"index": 1,
"text": "Contact Sales",
"reasoning": "Button #1 has a different background color (#F7F2EA) and serves as a secondary action with the text 'Contact Sales'."
},
"confidence": 0.95
},
"personality": {
"tone": "modern",
"energy": "medium",
"targetAudience": "health-conscious 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, medium-sized, and matches the brand name 'Positive Food Co.' with a source URL indicating it's the main logo.",
"confidence": 0.9
}
},
"buttonClassification": {
"llmCalled": true,
"llmSucceeded": true
}
}
}
```