# Shape Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #0000EE |
| Accent | #0000EE |
| Body Font | Inter |
| Heading Font | General Sans Regular |

## Color Palette

- primary: #0000EE
- accent: #0000EE
- background: #151817
- textPrimary: #151817
- link: #0000EE

## Typography

- primary: Inter — https://fonts.google.com/specimen/Inter
- heading: General Sans Regular — https://fonts.google.com/specimen/General+Sans+Regular

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20xmlns%3Axlink%3D%22http%3A%2F%2Fwww.w3.org%2F1999%2Fxlink%22%20viewBox%3D%220%200%2099%2024%22%3E%3Cpath%20d%3D%22M%2036.703%207.09%20C%2036.703%205.842%2037.733%205.034%2039.519%205.034%20C%2041.35%205.034%2042.562%205.889%2042.997%207.829%20L%2045.722%207.829%20C%2045.172%204.387%2042.655%202.909%2039.587%202.909%20C%2036.039%202.909%2034.07%204.941%2034.07%207.298%20C%2034.07%2013.605%2043.501%2010.301%2043.501%2014.736%20C%2043.501%2016.145%2042.38%2017.093%2040.252%2017.093%20C%2038.168%2017.093%2036.864%2016.122%2036.429%2014.343%20L%2033.751%2014.343%20C%2034.391%2017.624%2036.771%2019.218%2040.228%2019.218%20C%2043.638%2019.218%2046.134%2017.485%2046.134%2014.39%20C%2046.134%207.968%2036.703%2011.225%2036.703%207.09%20Z%20M%2048.43%2018.917%20L%2050.879%2018.917%20L%2050.879%2011.687%20C%2050.879%209.977%2051.978%208.337%2053.809%208.337%20C%2055.48%208.337%2056.258%209.423%2056.258%2011.202%20L%2056.258%2018.917%20L%2058.684%2018.917%20L%2058.684%2010.694%20C%2058.684%207.783%2057.105%206.281%2054.564%206.281%20C%2052.985%206.281%2051.703%206.928%2050.879%208.245%20L%2050.879%202.285%20L%2048.43%202.285%20Z%20M%2063.974%2010.624%20C%2064.204%209.238%2065.051%208.361%2066.63%208.361%20C%2068.507%208.361%2069.33%209.331%2069.33%2011.133%20L%2069.33%2011.409%20C%2067.134%2011.433%2065.486%2011.572%2063.86%2012.126%20C%2062.029%2012.749%2061.113%2013.997%2061.113%2015.683%20C%2061.113%2018.04%2062.807%2019.218%2065.28%2019.218%20C%2066.744%2019.218%2068.324%2018.571%2069.354%2017.115%20C%2069.377%2017.809%2069.446%2018.455%2069.628%2018.917%20L%2072.192%2018.917%20C%2071.917%2018.248%2071.78%2017.392%2071.78%2015.915%20L%2071.78%2011.109%20C%2071.78%208.244%2070.132%206.28%2066.813%206.28%20C%2063.769%206.28%2061.914%207.898%2061.526%2010.623%20L%2063.974%2010.623%20Z%20M%2063.585%2015.591%20C%2063.585%2014.181%2064.639%2013.143%2069.33%2013.096%20L%2069.33%2013.651%20C%2069.335%2014.616%2068.957%2015.543%2068.282%2016.224%20C%2067.606%2016.906%2066.69%2017.285%2065.737%2017.277%20C%2064.433%2017.277%2063.586%2016.63%2063.586%2015.591%20Z%20M%2077.3%2024%20L%2077.3%2017.508%20C%2078.079%2018.639%2079.223%2019.218%2080.619%2019.218%20C%2083.801%2019.218%2085.792%2016.908%2085.792%2012.727%20C%2085.792%208.707%2083.846%206.281%2080.619%206.281%20C%2079.223%206.281%2078.079%206.928%2077.3%208.084%20L%2077.3%206.605%20L%2074.851%206.605%20L%2074.851%2023.999%20L%2077.3%2023.999%20Z%20M%2080.321%208.361%20C%2082.199%208.361%2083.297%209.932%2083.297%2012.727%20C%2083.297%2015.568%2082.244%2017.139%2080.322%2017.139%20C%2078.399%2017.139%2077.3%2015.544%2077.3%2012.727%20C%2077.3%209.909%2078.353%208.361%2080.321%208.361%20Z%20M%2099%2014.897%20L%2096.437%2014.897%20C%2096.025%2016.423%2094.926%2017.162%2093.37%2017.162%20C%2091.378%2017.162%2090.211%2015.753%2090.073%2013.235%20L%2098.909%2013.235%20L%2098.909%2012.634%20C%2098.909%208.684%2096.78%206.281%2093.255%206.281%20C%2089.776%206.281%2087.579%208.592%2087.579%2012.773%20C%2087.579%2016.792%2089.776%2019.218%2093.37%2019.218%20C%2096.231%2019.218%2098.337%2017.763%2099%2014.898%20Z%20M%2093.255%208.337%20C%2094.994%208.337%2096.071%209.469%2096.368%2011.548%20L%2090.142%2011.548%20C%2090.439%209.47%2091.493%208.337%2093.255%208.337%20Z%22%20fill%3D%22rgb(255%2C255%2C255)%22%3E%3C%2Fpath%3E%3Cpath%20d%3D%22M%2022.428%207.69%20C%2022.741%205.59%2022.052%203.464%2020.571%201.961%20C%2018.181%20-0.471%2014.358%20-0.665%2011.739%201.511%20L%2015.307%205.137%20C%2015.917%204.892%2016.613%205.039%2017.075%205.511%20C%2017.72%206.165%2017.72%207.224%2017.075%207.878%20L%2017.075%207.879%20L%2017.075%207.879%20L%2013.58%2011.429%20L%2011.716%2013.323%20L%2015.21%2016.874%20L%2016.61%2015.452%20L%2020.57%2011.427%20C%2021.569%2010.416%2022.22%209.106%2022.428%207.69%20Z%20M%2010.921%2013.462%20L%209.386%2011.902%20L%205.891%2015.452%20L%205.891%2015.453%20L%207.289%2016.873%20L%207.29%2016.872%20L%207.755%2017.345%20L%207.755%2017.347%20L%2011.25%2020.897%20L%2011.25%2020.895%20L%2011.355%2021.002%20C%2013.941%2023.517%2018.039%2023.47%2020.569%2020.897%20C%2022.987%2018.442%2023.133%2014.555%2021.013%2011.925%20L%2017.444%2015.551%20C%2017.676%2016.151%2017.553%2016.862%2017.075%2017.347%20C%2016.767%2017.661%2016.348%2017.837%2015.91%2017.837%20C%2015.473%2017.837%2015.054%2017.661%2014.745%2017.347%20L%2010.921%2013.463%20Z%20M%200.076%2015.149%20C%20-0.243%2017.254%200.446%2019.388%201.931%2020.895%20C%204.32%2023.326%208.141%2023.522%2010.761%2021.347%20L%207.191%2017.721%20C%206.582%2017.964%205.888%2017.816%205.426%2017.346%20C%204.781%2016.692%204.781%2015.633%205.426%2014.979%20L%209.25%2011.094%20L%2010.784%209.536%20L%207.29%205.985%20L%205.89%207.406%20L%205.425%207.879%20L%205.424%207.879%20L%201.929%2011.427%20L%201.929%2011.429%20L%201.876%2011.484%20C%200.912%2012.484%200.282%2013.767%200.076%2015.149%20Z%20M%205.056%207.306%20L%201.487%2010.932%20C%20-0.635%208.302%20-0.486%204.416%201.929%201.963%20C%203.163%200.708%204.84%200.002%206.589%200.002%20C%208.338%200.002%2010.015%200.708%2011.25%201.963%20L%2015.21%205.986%20L%2016.607%207.406%20L%2013.113%2010.957%20L%2011.249%209.063%20L%207.754%205.513%20C%207.446%205.199%207.026%205.023%206.589%205.023%20C%206.152%205.023%205.732%205.199%205.424%205.513%20C%204.961%205.984%204.816%206.688%205.055%207.307%20Z%22%20fill%3D%22rgb(255%2C255%2C255)%22%3E%3C%2Fpath%3E%3C%2Fsvg%3E
- Favicon: https://framerusercontent.com/images/QrR98ABmUdD8bPCGrvhT9JrbqI.svg
- Social card (og:image): https://framerusercontent.com/assets/dGtKZNVbYTrY9fTjWeoW7DqVkA.png

## UI Components

- buttonPrimary: background=#151817, textColor=#0000EE, borderRadius=8px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: tech-savvy professionals

## Shape Brand in the Wild

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

- **Terms of Service - Shape**
  - Image: https://framerusercontent.com/assets/dGtKZNVbYTrY9fTjWeoW7DqVkA.png
  - Source: https://shape.xyz/t-cs/terms-of-service
- **Shape**
  - Image: https://framerusercontent.com/images/oXv4ePIGSpYwfM98UA9SphtouQ.png
  - Source: https://shape.xyz/about
- **Shape**
  - Image: https://framerusercontent.com/images/l0uKJowkXTb91lc8GqvSrVfgqM.png
  - Source: https://shape.xyz/about
- **Hello World! - Shape**
  - Image: https://framerusercontent.com/images/JeGPukwHAkamkA6xq3o6wrbUjw.png
  - Source: https://shape.xyz/blog/hello-world
- **Shape**
  - Image: https://framerusercontent.com/images/GVOKTzQcvm7kx2aQma4hgPQ.png
  - Source: https://shape.xyz/updates

## 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": "Inter",
      "role": "body"
    },
    {
      "family": "General Sans Regular",
      "role": "heading"
    },
    {
      "family": "General Sans Medium",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#0000EE",
    "accent": "#0000EE",
    "background": "#151817",
    "textPrimary": "#151817",
    "link": "#0000EE"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Inter",
      "heading": "General Sans Regular"
    },
    "fontStacks": {
      "heading": [
        "General Sans Regular",
        "sans-serif"
      ],
      "body": [
        "sans-serif"
      ],
      "paragraph": [
        "General Sans Medium",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "132px",
      "h2": "20px",
      "body": "14px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#151817",
      "textColor": "#0000EE",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20xmlns%3Axlink%3D%22http%3A%2F%2Fwww.w3.org%2F1999%2Fxlink%22%20viewBox%3D%220%200%2099%2024%22%3E%3Cpath%20d%3D%22M%2036.703%207.09%20C%2036.703%205.842%2037.733%205.034%2039.519%205.034%20C%2041.35%205.034%2042.562%205.889%2042.997%207.829%20L%2045.722%207.829%20C%2045.172%204.387%2042.655%202.909%2039.587%202.909%20C%2036.039%202.909%2034.07%204.941%2034.07%207.298%20C%2034.07%2013.605%2043.501%2010.301%2043.501%2014.736%20C%2043.501%2016.145%2042.38%2017.093%2040.252%2017.093%20C%2038.168%2017.093%2036.864%2016.122%2036.429%2014.343%20L%2033.751%2014.343%20C%2034.391%2017.624%2036.771%2019.218%2040.228%2019.218%20C%2043.638%2019.218%2046.134%2017.485%2046.134%2014.39%20C%2046.134%207.968%2036.703%2011.225%2036.703%207.09%20Z%20M%2048.43%2018.917%20L%2050.879%2018.917%20L%2050.879%2011.687%20C%2050.879%209.977%2051.978%208.337%2053.809%208.337%20C%2055.48%208.337%2056.258%209.423%2056.258%2011.202%20L%2056.258%2018.917%20L%2058.684%2018.917%20L%2058.684%2010.694%20C%2058.684%207.783%2057.105%206.281%2054.564%206.281%20C%2052.985%206.281%2051.703%206.928%2050.879%208.245%20L%2050.879%202.285%20L%2048.43%202.285%20Z%20M%2063.974%2010.624%20C%2064.204%209.238%2065.051%208.361%2066.63%208.361%20C%2068.507%208.361%2069.33%209.331%2069.33%2011.133%20L%2069.33%2011.409%20C%2067.134%2011.433%2065.486%2011.572%2063.86%2012.126%20C%2062.029%2012.749%2061.113%2013.997%2061.113%2015.683%20C%2061.113%2018.04%2062.807%2019.218%2065.28%2019.218%20C%2066.744%2019.218%2068.324%2018.571%2069.354%2017.115%20C%2069.377%2017.809%2069.446%2018.455%2069.628%2018.917%20L%2072.192%2018.917%20C%2071.917%2018.248%2071.78%2017.392%2071.78%2015.915%20L%2071.78%2011.109%20C%2071.78%208.244%2070.132%206.28%2066.813%206.28%20C%2063.769%206.28%2061.914%207.898%2061.526%2010.623%20L%2063.974%2010.623%20Z%20M%2063.585%2015.591%20C%2063.585%2014.181%2064.639%2013.143%2069.33%2013.096%20L%2069.33%2013.651%20C%2069.335%2014.616%2068.957%2015.543%2068.282%2016.224%20C%2067.606%2016.906%2066.69%2017.285%2065.737%2017.277%20C%2064.433%2017.277%2063.586%2016.63%2063.586%2015.591%20Z%20M%2077.3%2024%20L%2077.3%2017.508%20C%2078.079%2018.639%2079.223%2019.218%2080.619%2019.218%20C%2083.801%2019.218%2085.792%2016.908%2085.792%2012.727%20C%2085.792%208.707%2083.846%206.281%2080.619%206.281%20C%2079.223%206.281%2078.079%206.928%2077.3%208.084%20L%2077.3%206.605%20L%2074.851%206.605%20L%2074.851%2023.999%20L%2077.3%2023.999%20Z%20M%2080.321%208.361%20C%2082.199%208.361%2083.297%209.932%2083.297%2012.727%20C%2083.297%2015.568%2082.244%2017.139%2080.322%2017.139%20C%2078.399%2017.139%2077.3%2015.544%2077.3%2012.727%20C%2077.3%209.909%2078.353%208.361%2080.321%208.361%20Z%20M%2099%2014.897%20L%2096.437%2014.897%20C%2096.025%2016.423%2094.926%2017.162%2093.37%2017.162%20C%2091.378%2017.162%2090.211%2015.753%2090.073%2013.235%20L%2098.909%2013.235%20L%2098.909%2012.634%20C%2098.909%208.684%2096.78%206.281%2093.255%206.281%20C%2089.776%206.281%2087.579%208.592%2087.579%2012.773%20C%2087.579%2016.792%2089.776%2019.218%2093.37%2019.218%20C%2096.231%2019.218%2098.337%2017.763%2099%2014.898%20Z%20M%2093.255%208.337%20C%2094.994%208.337%2096.071%209.469%2096.368%2011.548%20L%2090.142%2011.548%20C%2090.439%209.47%2091.493%208.337%2093.255%208.337%20Z%22%20fill%3D%22rgb(255%2C255%2C255)%22%3E%3C%2Fpath%3E%3Cpath%20d%3D%22M%2022.428%207.69%20C%2022.741%205.59%2022.052%203.464%2020.571%201.961%20C%2018.181%20-0.471%2014.358%20-0.665%2011.739%201.511%20L%2015.307%205.137%20C%2015.917%204.892%2016.613%205.039%2017.075%205.511%20C%2017.72%206.165%2017.72%207.224%2017.075%207.878%20L%2017.075%207.879%20L%2017.075%207.879%20L%2013.58%2011.429%20L%2011.716%2013.323%20L%2015.21%2016.874%20L%2016.61%2015.452%20L%2020.57%2011.427%20C%2021.569%2010.416%2022.22%209.106%2022.428%207.69%20Z%20M%2010.921%2013.462%20L%209.386%2011.902%20L%205.891%2015.452%20L%205.891%2015.453%20L%207.289%2016.873%20L%207.29%2016.872%20L%207.755%2017.345%20L%207.755%2017.347%20L%2011.25%2020.897%20L%2011.25%2020.895%20L%2011.355%2021.002%20C%2013.941%2023.517%2018.039%2023.47%2020.569%2020.897%20C%2022.987%2018.442%2023.133%2014.555%2021.013%2011.925%20L%2017.444%2015.551%20C%2017.676%2016.151%2017.553%2016.862%2017.075%2017.347%20C%2016.767%2017.661%2016.348%2017.837%2015.91%2017.837%20C%2015.473%2017.837%2015.054%2017.661%2014.745%2017.347%20L%2010.921%2013.463%20Z%20M%200.076%2015.149%20C%20-0.243%2017.254%200.446%2019.388%201.931%2020.895%20C%204.32%2023.326%208.141%2023.522%2010.761%2021.347%20L%207.191%2017.721%20C%206.582%2017.964%205.888%2017.816%205.426%2017.346%20C%204.781%2016.692%204.781%2015.633%205.426%2014.979%20L%209.25%2011.094%20L%2010.784%209.536%20L%207.29%205.985%20L%205.89%207.406%20L%205.425%207.879%20L%205.424%207.879%20L%201.929%2011.427%20L%201.929%2011.429%20L%201.876%2011.484%20C%200.912%2012.484%200.282%2013.767%200.076%2015.149%20Z%20M%205.056%207.306%20L%201.487%2010.932%20C%20-0.635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    "favicon": "https://framerusercontent.com/images/QrR98ABmUdD8bPCGrvhT9JrbqI.svg",
    "ogImage": "https://framerusercontent.com/assets/dGtKZNVbYTrY9fTjWeoW7DqVkA.png",
    "logoHref": "./"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, medium-sized, and links to the homepage, matching the brand 'Shape'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Book a call",
      "reasoning": "The button 'Book a call' is the only button available and uses a distinct color scheme with a dark background and blue text, making it the primary call-to-action."
    },
    "secondary": {
      "index": -1,
      "text": "N/A",
      "reasoning": "There is only one button available, so no secondary button can be selected."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "tech-savvy professionals"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.9,
    "overall": 0.9
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 0,
        "selectedLogoReasoning": "Selected #0 because it is visible, medium-sized, and links to the homepage, matching the brand 'Shape'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```