# Proper Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #0000EE |
| Accent | #1D1E23 |
| Body Font | Inter |
| Heading Font | Inter |

## Color Palette

- primary: #0000EE
- accent: #1D1E23
- background: #FFFFFF
- textPrimary: #1D1E23
- link: #0000EE

## Typography

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

## Visual Assets

- Logo: https://cdn.prod.website-files.com/659aa55f311c32d67222b8fe/65b293dfdad51d5005f88449_Proper.svg
- Favicon: https://cdn.prod.website-files.com/61b259caf730d7d8455895a1/651e8c7825e282985134c4d9_favicon%20(2).svg
- Social card (og:image): https://cdn.prod.website-files.com/61b259caf730d7d8455895a1/642db0ee5fe941124de69405_home%20open%20graph%201.png

## UI Components

- input: background=transparent, textColor=#656A6C, borderColor=#656A6C, borderRadius=4px, shadow=none
- buttonPrimary: background=#1D1E23, textColor=#FCFDFD, borderRadius=10px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#1D1E23, borderColor=#1D1D1D, borderRadius=10px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: business professionals

## Proper Brand in the Wild

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

- **Techniques in Financial Reconciliation, Part I: Data Acquisition &  Transformation**
  - Image: https://cdn.prod.website-files.com/659aa55f311c32d67222b927/65bd68689f460790e7791da8_655c00ccf3ab51b567e7feea_Infograph_ForFintechs.png
  - Source: https://www.properfinance.io/post/techniques-in-financial-reconciliation-part-i-data-acquisition-transformation
- **Blog**
  - Image: https://cdn.prod.website-files.com/659aa55f311c32d67222b927/65bd6866f7d801fdcaf22925_659ebdc2abd620b199dccfc9_dec23_changelog.jpeg
  - Source: https://www.properfinance.io/blog
- **How It Works**
  - Image: https://cdn.prod.website-files.com/659aa55f311c32d67222b8fe/65a349401bf69dac464af173_Animation%20Placeholder.png
  - Source: https://www.properfinance.io/platform/how-it-works
- **Introducing Proper**
  - Image: https://cdn.prod.website-files.com/659aa55f311c32d67222b927/65bd68689943d8b6bc1e1403_650b4684c300a751904c001b_Group%252011909.jpeg
  - Source: https://www.properfinance.io/post/introducing-proper
- **Proper - Automated Reconciliation and Financial Operations Platform**
  - Image: https://cdn.prod.website-files.com/659aa55f311c32d67222b8fe/659cb7bed5a9ed25d5427f9d_Group%2012260.png
  - Source: https://www.properfinance.io/
- **Exception Management**
  - Image: https://cdn.prod.website-files.com/659aa55f311c32d67222b927/65bd68687f20437479264bd9_65af0b0d0d22a141f99dcffb_series-techniques-part1.png
  - Source: https://www.properfinance.io/platform/exception-management

## 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": "Open Sans",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#0000EE",
    "accent": "#1D1E23",
    "background": "#FFFFFF",
    "textPrimary": "#1D1E23",
    "link": "#0000EE"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Inter",
      "heading": "Inter"
    },
    "fontStacks": {
      "heading": [
        "Inter",
        "sans-serif"
      ],
      "body": [
        "Inter",
        "sans-serif"
      ],
      "paragraph": [
        "Inter",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "40px",
      "h2": "30px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 8,
    "borderRadius": "0px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#656A6C",
      "borderColor": "#656A6C",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#1D1E23",
      "textColor": "#FCFDFD",
      "borderRadius": "10px",
      "borderRadiusCorners": {
        "topLeft": "10px",
        "topRight": "10px",
        "bottomRight": "10px",
        "bottomLeft": "10px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#1D1E23",
      "borderColor": "#1D1D1D",
      "borderRadius": "10px",
      "borderRadiusCorners": {
        "topLeft": "10px",
        "topRight": "10px",
        "bottomRight": "10px",
        "bottomLeft": "10px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.prod.website-files.com/659aa55f311c32d67222b8fe/65b293dfdad51d5005f88449_Proper.svg",
    "favicon": "https://cdn.prod.website-files.com/61b259caf730d7d8455895a1/651e8c7825e282985134c4d9_favicon%20(2).svg",
    "ogImage": "https://cdn.prod.website-files.com/61b259caf730d7d8455895a1/642db0ee5fe941124de69405_home%20open%20graph%201.png",
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, and links to the homepage, which are strong indicators of the primary brand logo.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Request a demo",
      "reasoning": "Button #0 is the primary CTA because it uses a dark background (#1D1E23) which contrasts well with the light text, making it stand out. The text 'Request a demo' is action-oriented, indicating a primary call-to-action."
    },
    "secondary": {
      "index": 3,
      "text": "Contact Us",
      "reasoning": "Button #3 is selected as the secondary CTA because it has a different background color (#FFFFFF) and offers a supportive action 'Contact Us', which is typical for secondary actions."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "business professionals"
  },
  "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, and links to the homepage, which are strong indicators of the primary brand logo.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```