# Tendo Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #09407C |
| Accent | #09407C |
| Body Font | Source Serif 4 |
| Heading Font | Space Grotesk |

## Color Palette

- primary: #09407C
- secondary: #0D5C5C
- accent: #09407C
- background: #F6F5F4
- textPrimary: #09427D
- link: #09427D

## Typography

- primary: Source Serif 4 — https://fonts.google.com/specimen/Source+Serif+4
- heading: Space Grotesk — https://fonts.google.com/specimen/Space+Grotesk

## Visual Assets

- Logo: https://tendo.app/logo.png
- Social card (og:image): https://storage.googleapis.com/gpt-engineer-file-uploads/attachments/og-images/1365ec76-20f6-4f74-9b3e-a8355066ef35?Expires=1773177462&GoogleAccessId=go-api-on-aws%40gpt-engineer-390607.iam.gserviceaccount.com&Signature=GdHPKcpF4zCC6D%2BmWkp4enqvEkrh1Yaa3VetPpgxSG9d8GPw8gvtyViBCS6K3shB6NVm2yKnCh0d40lfHBr%2FTy0I2PLYvbEO0qwKFy7rYivJsxU9VHYyIN%2B1KgkS%2BW9ktkl9KLgbck9nbj%2FIy%2BvbZTiOHFF0snABoE%2B6pn9%2BoJPxxwsnNtgWVWITCIMJPl3f5rGkKXz8ycekdh%2FtQ%2BMYIqgKyTCPCgEiU78Ozwc30oy2sLjFRfHGU2Xax1%2BckBmN%2F7fcVe%2BEXeMKunhbz9jfkIhtXU55RyatlKoeLhy%2BEBk%2BwWWSFvy%2BVu88tynoIOynt%2Bat6A2UifpGFUK7Xu2pYQ%3D%3D

## UI Components

- buttonPrimary: background=#09407C, textColor=#F6F5F4, borderRadius=9999px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#111827, borderRadius=9999px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: entrepreneurs and small business owners in Africa

## Tendo Brand in the Wild

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

- **Tendo - Africa's #1 Reselling Platform**
  - Image: https://tendo.app/images/benefit.png
  - Source: https://tendo.app/
- **Tendo - Africa's #1 Reselling Platform**
  - Image: https://tendo.app/images/from-home.png
  - Source: https://tendo.app/
- **Tendo - Africa's #1 Reselling Platform**
  - Image: https://tendo.app/images/mama.png
  - Source: https://tendo.app/
- **Tendo - Africa's #1 Reselling Platform**
  - Image: https://tendo.app/images/earn.png
  - Source: https://tendo.app/
- **Tendo - Africa's #1 Reselling Platform**
  - Image: https://tendo.app/images/testimony-2.png
  - Source: https://tendo.app/
- **Tendo - Africa's #1 Reselling Platform**
  - Image: https://tendo.app/images/add-product.png
  - Source: https://tendo.app/

## 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": "Source Serif 4",
      "role": "body"
    },
    {
      "family": "Space Grotesk",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#09407C",
    "secondary": "#0D5C5C",
    "accent": "#09407C",
    "background": "#F6F5F4",
    "textPrimary": "#09427D",
    "link": "#09427D"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Source Serif 4",
      "heading": "Space Grotesk"
    },
    "fontStacks": {
      "heading": [
        "Space Grotesk",
        "sans-serif"
      ],
      "body": [
        "Source Serif 4",
        "Georgia",
        "serif"
      ],
      "paragraph": [
        "Source Serif 4",
        "Georgia",
        "serif"
      ]
    },
    "fontSizes": {
      "h1": "72px",
      "h2": "60px",
      "body": "20px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#09407C",
      "textColor": "#F6F5F4",
      "borderRadius": "9999px",
      "borderRadiusCorners": {
        "topLeft": "9999px",
        "topRight": "9999px",
        "bottomRight": "9999px",
        "bottomLeft": "9999px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#111827",
      "borderRadius": "9999px",
      "borderRadiusCorners": {
        "topLeft": "9999px",
        "topRight": "9999px",
        "bottomRight": "9999px",
        "bottomLeft": "9999px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://tendo.app/logo.png",
    "favicon": null,
    "ogImage": "https://storage.googleapis.com/gpt-engineer-file-uploads/attachments/og-images/1365ec76-20f6-4f74-9b3e-a8355066ef35?Expires=1773177462&GoogleAccessId=go-api-on-aws%40gpt-engineer-390607.iam.gserviceaccount.com&Signature=GdHPKcpF4zCC6D%2BmWkp4enqvEkrh1Yaa3VetPpgxSG9d8GPw8gvtyViBCS6K3shB6NVm2yKnCh0d40lfHBr%2FTy0I2PLYvbEO0qwKFy7rYivJsxU9VHYyIN%2B1KgkS%2BW9ktkl9KLgbck9nbj%2FIy%2BvbZTiOHFF0snABoE%2B6pn9%2BoJPxxwsnNtgWVWITCIMJPl3f5rGkKXz8ycekdh%2FtQ%2BMYIqgKyTCPCgEiU78Ozwc30oy2sLjFRfHGU2Xax1%2BckBmN%2F7fcVe%2BEXeMKunhbz9jfkIhtXU55RyatlKoeLhy%2BEBk%2BwWWSFvy%2BVu88tynoIOynt%2Bat6A2UifpGFUK7Xu2pYQ%3D%3D",
    "logoHref": "/",
    "logoAlt": "Tendo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, and links to the homepage, matching the brand 'Tendo'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Start Selling",
      "reasoning": "Button #0 ('Start Selling') uses a vibrant brand color (#09407C) and has action-oriented text, making it the primary CTA."
    },
    "secondary": {
      "index": 2,
      "text": "Get Started Free",
      "reasoning": "Button #2 ('Get Started Free') has a different background color (#FFFFFF) and serves as a secondary action with a less prominent style."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "entrepreneurs and small business owners in Africa"
  },
  "designSystem": {
    "framework": "tailwind",
    "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, matching the brand 'Tendo'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```