# Sesame Brand Identity

A complete profile of **Sesame**'s visual system — colors, typography, components, and personality — extracted from https://sesamecare.com/?ref=startups.gallery. Built for designers, agents, and AI tools.

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #5921CF |
| Accent | #5921CF |
| Body Font | Helvetica Neue |
| Heading Font | Helvetica Neue |

## Color Palette

- primary: #5921CF
- secondary: #8EA3CC
- accent: #5921CF
- background: #FFFFFF
- textPrimary: #5921CF
- link: #5921CF

## Typography

- primary: Helvetica Neue — https://fonts.google.com/specimen/Helvetica+Neue
- heading: Helvetica Neue — https://fonts.google.com/specimen/Helvetica+Neue

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20height%3D%2228%22%20width%3D%2287%22%20viewBox%3D%220%200%201556%20502%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20role%3D%22img%22%20data-fc-idx%3D%220%22%3E%3Ctitle%3ESesame%20Logo%3C%2Ftitle%3E%3Cg%20fill%3D%22%235921cf%22%20style%3D%22fill%3A%20rgb(89%2C%2033%2C%20207)%20!important%3B%22%3E%3Cpath%20d%3D%22M115.27%2C501C44.82%2C501%2C6.79%2C469.1%2C2.88%2C414.5c-1.68-22.7-1.12-28.84-1.12-58.29H79.48c0%2C22.71.56%2C39.88%2C1.12%2C43.56%2C2.23%2C16%2C12.3%2C27%2C32.43%2C27%2C21.8%2C0%2C33.55-13.5%2C33.55-38%2C0-41.11-11.19-62.58-44.17-95.09-5.6-5.52-28.52-28.22-40.26-39.26C21.89%2C215.73.65%2C184.44.65%2C118.18.65%2C47%2C43.14%2C1%2C113.59%2C1c71%2C0%2C101.76%2C44.17%2C107.91%2C100%2C1.68%2C10.43%2C3.35%2C36.2%2C3.35%2C50.31H146.58a360%2C360%2C0%2C0%2C0-2.24-39.88C142.1%2C91.8%2C134.28%2C79.53%2C113%2C79.53c-21.81%2C0-32.43%2C11-32.43%2C36.81%2C0%2C33.74%2C19%2C57.67%2C44.17%2C82.82%2C11.18%2C11%2C32.43%2C31.9%2C40.82%2C40.49%2C40.25%2C41.72%2C61.5%2C75.46%2C61.5%2C141.11%2C0%2C76.07-44.73%2C120.24-111.82%2C120.24%22%20style%3D%22fill%3A%20rgb(89%2C%2033%2C%20207)%20!important%3B%22%2F%3E%3Cpolygon%20points%3D%22257.84%20495.48%20257.84%205.91%20454.65%205.91%20454.65%2089.96%20339.47%2089.96%20339.47%20208.97%20446.82%20208.97%20446.82%20288.73%20339.47%20288.73%20339.47%20412.65%20455.77%20412.65%20455.77%20495.48%20257.84%20495.48%22%20style%3D%22fill%3A%20rgb(89%2C%2033%2C%20207)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M594.05%2C501c-70.46%2C0-108.48-31.9-112.39-86.5-1.68-22.7-1.12-28.84-1.12-58.29h77.73c0%2C22.71.55%2C39.88%2C1.11%2C43.56%2C2.23%2C16%2C12.3%2C27%2C32.43%2C27%2C21.81%2C0%2C33.55-13.5%2C33.55-38%2C0-41.11-11.18-62.58-44.17-95.09-5.59-5.52-28.52-28.22-40.26-39.26-40.26-38.65-61.51-69.94-61.51-136.2C479.42%2C47%2C521.92%2C1%2C592.37%2C1c71%2C0%2C101.76%2C44.17%2C107.91%2C100%2C1.68%2C10.43%2C3.35%2C36.2%2C3.35%2C50.31H625.36a360%2C360%2C0%2C0%2C0-2.24-39.88c-2.24-19.63-10.07-31.9-31.31-31.9-21.81%2C0-32.43%2C11-32.43%2C36.81%2C0%2C33.74%2C19%2C57.67%2C44.17%2C82.82%2C11.18%2C11%2C32.43%2C31.9%2C40.82%2C40.49%2C40.25%2C41.72%2C61.5%2C75.46%2C61.5%2C141.11%2C0%2C76.07-44.73%2C120.24-111.82%2C120.24%22%20style%3D%22fill%3A%20rgb(89%2C%2033%2C%20207)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M851.24%2C159.89c-2.24-25.76-3.92-74.23-3.92-74.23s-2.79%2C47.86-5%2C74.23c0%2C2.46-20.13%2C144.79-20.13%2C144.79H868s-16.78-142.33-16.78-144.79M798.68%2C495.48H717.05L791.41%2C5.91H906l66.54%2C489.57H889.82L875.28%2C377.07H814.33Z%22%20style%3D%22fill%3A%20rgb(89%2C%2033%2C%20207)%20!important%3B%22%2F%3E%3Cpolygon%20points%3D%221243.36%20495.48%201243.92%20193.64%201194.72%20495.48%201122.59%20495.48%201073.39%20194.25%201073.95%20495.48%20999.02%20495.48%20999.02%205.91%201108.05%205.91%201158.93%20314.5%201212.61%205.91%201317.72%205.91%201317.72%20495.48%201243.36%20495.48%22%20style%3D%22fill%3A%20rgb(89%2C%2033%2C%20207)%20!important%3B%22%2F%3E%3Cpolygon%20points%3D%221357.42%205.91%201357.42%20495.48%201555.35%20495.48%201555.35%20412.66%201439.06%20412.66%201439.06%2089.96%201554.23%2089.96%201554.23%205.91%201357.42%205.91%22%20style%3D%22fill%3A%20rgb(89%2C%2033%2C%20207)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M1492.87%2C213.15c-14%2C0-43.37%2C7-43.37%2C37.78s29.38%2C37.77%2C43.37%2C37.77c13.52%2C0%2C39.63-5.13%2C62.48-37.77C1532.5%2C218.28%2C1506.39%2C213.15%2C1492.87%2C213.15Z%22%20style%3D%22fill%3A%20rgb(89%2C%2033%2C%20207)%20!important%3B%22%2F%3E%3C%2Fg%3E%3C%2Fsvg%3E
- Favicon: https://sesamecare.com/assets/sesame-favicon.png
- Social card (og:image): https://sesamecare.com/assets/sesame-twitter.png

## UI Components

- input: background=transparent, textColor=#000000, borderColor=null, borderRadius=8px, shadow=none
- buttonPrimary: background=#5921CF, textColor=#FFFFFF, borderColor=#5921CF, borderRadius=9999px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#5921CF, borderColor=#FFFFFF, borderRadius=9999px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: healthcare consumers

## Sesame Brand in the Wild

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

- **Sesame Blog Page 4**
  - Image: https://images.ctfassets.net/1clcztbbevpp/3syPd3vMBlvz8Lb7BtlpMW/8cc5d3feb1ca505ad7e35075ac475b8d/uti-treatment-sesame-blog-mobile.jpg
  - Source: https://sesamecare.com/blog/blog-page-4?srsltid=AfmBOoqip2CBaSwjua_8jIZ3IJRMRMIB9jv9gXwb9k45CfSEBgPDDLf0
- **5 Ways To Stick to Your 2025 Weight Loss Goals**
  - Image: https://images.ctfassets.net/1clcztbbevpp/7qFmvHjSKdzOw8rvJGytUr/587dc3b60aa5e951f8e29bf2208171e3/AdobeStock_303005585.jpeg
  - Source: https://sesamecare.com/blog/weight-loss-goals?srsltid=AfmBOorwc06lsje4QCZJwEDjBs_ipIgwF7cOio3qJHIBoMblMF6CoOlw
- **5 Ways To Stick to Your 2025 Weight Loss Goals**
  - Image: https://sesamecare.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2F1clcztbbevpp%2F7qFmvHjSKdzOw8rvJGytUr%2F587dc3b60aa5e951f8e29bf2208171e3%2FAdobeStock_303005585.jpeg&w=1500&q=75
  - Source: https://sesamecare.com/blog/weight-loss-goals?srsltid=AfmBOorxkPvdjAyo4-nj5XUm889yNGLsXIQXGvGymUOdeA5MFIlFzyoG
- **Sesame Blog Page 4**
  - Image: https://sesamecare.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2F1clcztbbevpp%2F4ZNAM8HmSa7MH0RlWklzZq%2Fdc096a322647ddee5cc103f3053d8cb0%2Fteststrips-sesame-blog.jpg&w=1500&q=75
  - Source: https://sesamecare.com/blog/blog-page-4?srsltid=AfmBOoqBErXFQHpRAusB9WVG179_dl5YhCP_OfERAWwsG_kWp4NV4xlq
- **What is Sea Lice? How to Treat and Prevent Bites & Rash**
  - Image: https://images.ctfassets.net/1clcztbbevpp/61bGqPTh4Mz66OIP14KhHe/e33f69969cc6b22a8ea574ef5f35f465/AdobeStock_478617573.jpeg
  - Source: https://sesamecare.com/blog/what-is-sea-lice?srsltid=AfmBOopP-yBu6zpi2kU6ZCPzKDhC6IYbT52QyxuR9xRpcroAiNJFdpfP
- **Editorial Process and Review Standards Policy**
  - Image: https://sesamecare.com/_next/image?url=https%3A%2F%2Fimages.ctfassets.net%2F1clcztbbevpp%2F17SlQKEKuVhs9beY8mOB7d%2F394e217b94192f3cefd3e00cdfd53fd2%2Fdani-ochoa.jpg&w=1500&q=75
  - Source: https://sesamecare.com/blog/editorial-process-review-standards-policy?srsltid=AfmBOopOxpYvnwOnNhY3o4o1SQrNIkR8ylwglO9LCrjAK5F1F4a-qXMY

## 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": "Helvetica Neue",
      "role": "body"
    },
    {
      "family": "Inter",
      "role": "body"
    },
    {
      "family": "Roboto",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#5921CF",
    "secondary": "#8EA3CC",
    "accent": "#5921CF",
    "background": "#FFFFFF",
    "textPrimary": "#5921CF",
    "link": "#5921CF"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Helvetica Neue",
      "heading": "Helvetica Neue"
    },
    "fontStacks": {
      "heading": [
        "Saans",
        "Helvetica Neue",
        "Inter",
        "Roboto",
        "Arial",
        "sans-serif"
      ],
      "body": [
        "Saans",
        "Helvetica Neue",
        "Inter",
        "Roboto",
        "Arial",
        "sans-serif"
      ],
      "paragraph": [
        "Saans",
        "Helvetica Neue",
        "Inter",
        "Roboto",
        "Arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "48px",
      "h2": "20px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "10px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#000000",
      "borderColor": null,
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#5921CF",
      "textColor": "#FFFFFF",
      "borderColor": "#5921CF",
      "borderRadius": "9999px",
      "borderRadiusCorners": {
        "topLeft": "9999px",
        "topRight": "9999px",
        "bottomRight": "9999px",
        "bottomLeft": "9999px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#5921CF",
      "borderColor": "#FFFFFF",
      "borderRadius": "9999px",
      "borderRadiusCorners": {
        "topLeft": "9999px",
        "topRight": "9999px",
        "bottomRight": "9999px",
        "bottomLeft": "9999px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20height%3D%2228%22%20width%3D%2287%22%20viewBox%3D%220%200%201556%20502%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20role%3D%22img%22%20data-fc-idx%3D%220%22%3E%3Ctitle%3ESesame%20Logo%3C%2Ftitle%3E%3Cg%20fill%3D%22%235921cf%22%20style%3D%22fill%3A%20rgb(89%2C%2033%2C%20207)%20!important%3B%22%3E%3Cpath%20d%3D%22M115.27%2C501C44.82%2C501%2C6.79%2C469.1%2C2.88%2C414.5c-1.68-22.7-1.12-28.84-1.12-58.29H79.48c0%2C22.71.56%2C39.88%2C1.12%2C43.56%2C2.23%2C16%2C12.3%2C27%2C32.43%2C27%2C21.8%2C0%2C33.55-13.5%2C33.55-38%2C0-41.11-11.19-62.58-44.17-95.09-5.6-5.52-28.52-28.22-40.26-39.26C21.89%2C215.73.65%2C184.44.65%2C118.18.65%2C47%2C43.14%2C1%2C113.59%2C1c71%2C0%2C101.76%2C44.17%2C107.91%2C100%2C1.68%2C10.43%2C3.35%2C36.2%2C3.35%2C50.31H146.58a360%2C360%2C0%2C0%2C0-2.24-39.88C142.1%2C91.8%2C134.28%2C79.53%2C113%2C79.53c-21.81%2C0-32.43%2C11-32.43%2C36.81%2C0%2C33.74%2C19%2C57.67%2C44.17%2C82.82%2C11.18%2C11%2C32.43%2C31.9%2C40.82%2C40.49%2C40.25%2C41.72%2C61.5%2C75.46%2C61.5%2C141.11%2C0%2C76.07-44.73%2C120.24-111.82%2C120.24%22%20style%3D%22fill%3A%20rgb(89%2C%2033%2C%20207)%20!important%3B%22%2F%3E%3Cpolygon%20points%3D%22257.84%20495.48%20257.84%205.91%20454.65%205.91%20454.65%2089.96%20339.47%2089.96%20339.47%20208.97%20446.82%20208.97%20446.82%20288.73%20339.47%20288.73%20339.47%20412.65%20455.77%20412.65%20455.77%20495.48%20257.84%20495.48%22%20style%3D%22fill%3A%20rgb(89%2C%2033%2C%20207)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M594.05%2C501c-70.46%2C0-108.48-31.9-112.39-86.5-1.68-22.7-1.12-28.84-1.12-58.29h77.73c0%2C22.71.55%2C39.88%2C1.11%2C43.56%2C2.23%2C16%2C12.3%2C27%2C32.43%2C27%2C21.81%2C0%2C33.55-13.5%2C33.55-38%2C0-41.11-11.18-62.58-44.17-95.09-5.59-5.52-28.52-28.22-40.26-39.26-40.26-38.65-61.51-69.94-61.51-136.2C479.42%2C47%2C521.92%2C1%2C592.37%2C1c71%2C0%2C101.76%2C44.17%2C107.91%2C100%2C1.68%2C10.43%2C3.35%2C36.2%2C3.35%2C50.31H625.36a360%2C360%2C0%2C0%2C0-2.24-39.88c-2.24-19.63-10.07-31.9-31.31-31.9-21.81%2C0-32.43%2C11-32.43%2C36.81%2C0%2C33.74%2C19%2C57.67%2C44.17%2C82.82%2C11.18%2C11%2C32.43%2C31.9%2C40.82%2C40.49%2C40.25%2C41.72%2C61.5%2C75.46%2C61.5%2C141.11%2C0%2C76.07-44.73%2C120.24-111.82%2C120.24%22%20style%3D%22fill%3A%20rgb(89%2C%2033%2C%20207)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M851.24%2C159.89c-2.24-25.76-3.92-74.23-3.92-74.23s-2.79%2C47.86-5%2C74.23c0%2C2.46-20.13%2C144.79-20.13%2C144.79H868s-16.78-142.33-16.78-144.79M798.68%2C495.48H717.05L791.41%2C5.91H906l66.54%2C489.57H889.82L875.28%2C377.07H814.33Z%22%20style%3D%22fill%3A%20rgb(89%2C%2033%2C%20207)%20!important%3B%22%2F%3E%3Cpolygon%20points%3D%221243.36%20495.48%201243.92%20193.64%201194.72%20495.48%201122.59%20495.48%201073.39%20194.25%201073.95%20495.48%20999.02%20495.48%20999.02%205.91%201108.05%205.91%201158.93%20314.5%201212.61%205.91%201317.72%205.91%201317.72%20495.48%201243.36%20495.48%22%20style%3D%22fill%3A%20rgb(89%2C%2033%2C%20207)%20!important%3B%22%2F%3E%3Cpolygon%20points%3D%221357.42%205.91%201357.42%20495.48%201555.35%20495.48%201555.35%20412.66%201439.06%20412.66%201439.06%2089.96%201554.23%2089.96%201554.23%205.91%201357.42%205.91%22%20style%3D%22fill%3A%20rgb(89%2C%2033%2C%20207)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M1492.87%2C213.15c-14%2C0-43.37%2C7-43.37%2C37.78s29.38%2C37.77%2C43.37%2C37.77c13.52%2C0%2C39.63-5.13%2C62.48-37.77C1532.5%2C218.28%2C1506.39%2C213.15%2C1492.87%2C213.15Z%22%20style%3D%22fill%3A%20rgb(89%2C%2033%2C%20207)%20!important%3B%22%2F%3E%3C%2Fg%3E%3C%2Fsvg%3E",
    "favicon": "https://sesamecare.com/assets/sesame-favicon.png",
    "ogImage": "https://sesamecare.com/assets/sesame-twitter.png",
    "logoHref": "/",
    "logoAlt": "Sesame Logo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Sesame'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 12,
      "text": "Learn more",
      "reasoning": "Button #2 has a vibrant brand color (#5921CF) and action-oriented text 'Learn more', making it a strong candidate for the primary CTA."
    },
    "secondary": {
      "index": 0,
      "text": "Get started",
      "reasoning": "Button #1 has a different background color (#FFFFFF) and a clear call-to-action 'Get started', suitable for a secondary button."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "healthcare 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, located in the header, links to the homepage, and matches the brand name 'Sesame'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```