# Shelf Engine Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #005257 |
| Accent | #007672 |
| Body Font | Semplicitapro |
| Heading Font | Semplicitapro |

## Color Palette

- primary: #005257
- secondary: #00BB7E
- accent: #007672
- background: #FFFFFF
- textPrimary: #007672
- link: #007672

## Typography

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

## Visual Assets

- Logo: https://www.gocrisp.com/wp-content/uploads/2021/10/crisp-logo.svg
- Favicon: https://www.gocrisp.com/wp-content/uploads/2021/08/favicon-96x96-2-1.png
- Social card (og:image): https://www.gocrisp.com/wp-content/uploads/2026/02/crisp-social-image-2026.png

## UI Components

- buttonPrimary: background=#007672, textColor=#F8FEFD, borderColor=#007672, borderRadius=0px, shadow=none
- buttonSecondary: background=#00BB7E, textColor=#FFFFFF, borderColor=#00BB7E, borderRadius=0px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: retail businesses and data professionals

## Shelf Engine Brand in the Wild

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

- **Crisp: The leading vertical AI company for retail data**
  - Image: https://www.gocrisp.com/wp-content/uploads/2023/05/Crisp-Foundation-Loop-V11-frame.png
  - Source: https://www.shelfengine.com/
- **Crisp: The leading vertical AI company for retail data**
  - Image: https://www.gocrisp.com/wp-content/uploads/2026/02/crisp-social-image-2026.png
  - Source: https://www.shelfengine.com/
- **Careers & Culture - Crisp**
  - Image: https://www.gocrisp.com/wp-content/uploads/2025/07/Crisp-FastCompanyAward2025.webp
  - Source: https://www.shelfengine.com/careers/
- **Careers & Culture - Crisp**
  - Image: https://www.gocrisp.com/wp-content/uploads/2021/10/Screen-Shot-2022-05-12-at-9.28.01-AM.png
  - Source: https://www.shelfengine.com/careers/
- **Careers & Culture - Crisp**
  - Image: https://www.gocrisp.com/wp-content/uploads/2025/07/1200x630-CrispCulture-SocialShare.webp
  - Source: https://www.shelfengine.com/careers/
- **Careers & Culture - Crisp**
  - Image: https://www.gocrisp.com/wp-content/uploads/2025/07/fork-and-salad.jpg
  - Source: https://www.shelfengine.com/careers/

## 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": "Semplicitapro",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#005257",
    "secondary": "#00BB7E",
    "accent": "#007672",
    "background": "#FFFFFF",
    "textPrimary": "#007672",
    "link": "#007672"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Semplicitapro",
      "heading": "Semplicitapro"
    },
    "fontStacks": {
      "heading": [
        "Semplicitapro",
        "sans-serif"
      ],
      "body": [
        "Semplicitapro",
        "sans-serif"
      ],
      "paragraph": [
        "Semplicitapro",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "48px",
      "h2": "36px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#007672",
      "textColor": "#F8FEFD",
      "borderColor": "#007672",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#00BB7E",
      "textColor": "#FFFFFF",
      "borderColor": "#00BB7E",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://www.gocrisp.com/wp-content/uploads/2021/10/crisp-logo.svg",
    "favicon": "https://www.gocrisp.com/wp-content/uploads/2021/08/favicon-96x96-2-1.png",
    "ogImage": "https://www.gocrisp.com/wp-content/uploads/2026/02/crisp-social-image-2026.png",
    "logoHref": "https://www.gocrisp.com",
    "logoAlt": "Crisp - Programmatic Commerce for the CPG Industry"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, medium-sized, and matches the brand name 'Crisp' with a source URL that includes 'crisp-logo.svg'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Talk to one of our experts",
      "reasoning": "Button #0 ('Talk to one of our experts') uses a vibrant brand color (#007672) and is action-oriented, making it a strong primary CTA."
    },
    "secondary": {
      "index": 2,
      "text": "Talk to an Expert",
      "reasoning": "Button #2 ('Talk to an Expert') uses a different vibrant color (#00BB7E), making it suitable as a secondary CTA."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "retail businesses and data 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, medium-sized, and matches the brand name 'Crisp' with a source URL that includes 'crisp-logo.svg'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```