# Prefect Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #FFFFFF |
| Accent | #FAFAFA |
| Body Font | Geist |
| Heading Font | Geist |

## Color Palette

- primary: #FFFFFF
- accent: #FAFAFA
- background: #0A0A0A
- textPrimary: #0A0A0A
- link: #FFFFFF

## Typography

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

## Visual Assets

- Logo: https://www.prefect.io/_next/image?url=%2Fwordmark.png&w=256&q=75&dpl=dpl_8Tah3nsyJoVo1zdy7HuiGorvMk2m
- Favicon: https://www.prefect.io/favicon.ico?favicon.09a45e64.ico
- Social card (og:image): https://www.prefect.io/og/home.png

## UI Components

- buttonPrimary: background=#FAFAFA, textColor=#0A0A0A, borderRadius=6px, shadow=none
- buttonSecondary: background=transparent, textColor=#FAFAFA, borderColor=#232323, borderRadius=6px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: developers and tech professionals

## Prefect Brand in the Wild

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

- **Index - Prefect**
  - Image: https://mintcdn.com/prefect-bd373955/61rCXJ5a7pFAZAcb/images/integrations/github.png?fit=max&auto=format&n=61rCXJ5a7pFAZAcb&q=85&s=354f3ddc48b7188884da90e8260c0024
  - Source: https://docs.prefect.io/integrations/
- **Prefect Blog**
  - Image: https://www.prefect.io/og/blog-building-a-knowledge-work-stack-with-fastmcp-instead-of-microsoft-office.png
  - Source: https://www.prefect.io/blog
- **Orchestrating Event Driven Serverless Data Pipelines**
  - Image: https://www.prefect.io/images/blog/orchestrating-event-driven-serverless-data-pipelines-prefect-pulumi-aws-inline-3-11ab6d52cf10535a632b3ceaad9ad25029061540.png
  - Source: https://www.prefect.io/blog/orchestrating-event-driven-serverless-data-pipelines-prefect-pulumi-aws
- **Prefect Blog**
  - Image: https://www.prefect.io/og/blog.png
  - Source: https://www.prefect.io/blog
- **Hey folks wave I m getting these warnings while running test Prefect  Community #prefect-contributors-archived**
  - Image: https://avatars.slack-edge.com/2023-01-26/4691118888423_f9331a26716d4cf51c08_original.jpg
  - Source: https://linen.prefect.io/t/8808340/hey-folks-wave-i-m-getting-these-warnings-while-running-test
- **Prefect Blog**
  - Image: https://www.prefect.io/_next/image?url=%2Fog%2Fblog-dagster-vs-prefect-self-serve-plans-compared.png&w=3840&q=75&dpl=dpl_93zeqAbrbAvQwE7esyy4ssaPsNTU
  - Source: https://www.prefect.io/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": "dark",
  "fonts": [
    {
      "family": "Geist",
      "role": "unknown"
    },
    {
      "family": "Articulat CF",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#FFFFFF",
    "accent": "#FAFAFA",
    "background": "#0A0A0A",
    "textPrimary": "#0A0A0A",
    "link": "#FFFFFF"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Geist",
      "heading": "Geist"
    },
    "fontStacks": {
      "heading": [
        "Articulat CF",
        "system-ui",
        "sans-serif"
      ],
      "body": [
        "Geist"
      ],
      "paragraph": [
        "Geist"
      ]
    },
    "fontSizes": {
      "h1": "64px",
      "h2": "18px",
      "body": "12px"
    }
  },
  "spacing": {
    "baseUnit": 6,
    "borderRadius": "3px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#FAFAFA",
      "textColor": "#0A0A0A",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#FAFAFA",
      "borderColor": "#232323",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://www.prefect.io/_next/image?url=%2Fwordmark.png&w=256&q=75&dpl=dpl_8Tah3nsyJoVo1zdy7HuiGorvMk2m",
    "favicon": "https://www.prefect.io/favicon.ico?favicon.09a45e64.ico",
    "ogImage": "https://www.prefect.io/og/home.png",
    "logoHref": "/",
    "logoAlt": "Prefect"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 4,
    "reasoning": "Selected #4 because it is visible, medium-sized, located in the header, and links to the homepage. The alt text matches the brand name 'Prefect', confirming it as the main brand logo.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 3,
      "text": "Try Prefect Cloud",
      "reasoning": "Button #3 has a light background (#FAFAFA) with contrasting text, making it stand out as a primary CTA. The text 'Try Prefect Cloud' is action-oriented, encouraging users to engage with the product."
    },
    "secondary": {
      "index": 2,
      "text": "Try Horizon",
      "reasoning": "Button #2 has a transparent background, making it suitable as a secondary button. The text 'Try Horizon' suggests an alternative action, complementing the primary CTA."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "developers and tech professionals"
  },
  "designSystem": {
    "framework": "tailwind",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.9,
    "overall": 0.9
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 4,
        "selectedLogoReasoning": "Selected #4 because it is visible, medium-sized, located in the header, and links to the homepage. The alt text matches the brand name 'Prefect', confirming it as the main brand logo.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```