# Vellum Brand Identity A complete profile of **Vellum**'s visual system — colors, typography, components, and personality — extracted from https://www.vellum.ai/. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/vellum - Machine-readable JSON: https://characterquilt.com/branding/vellum.json - Per-page llms.txt: https://characterquilt.com/branding/vellum/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #95A2AD | | Accent | #216C37 | | Body Font | DM Sans | | Heading Font | Instrument Serif | ## Color Palette - primary: #95A2AD - secondary: #1264A3 - accent: #216C37 - background: #FFFFFF - textPrimary: #1A1A1A - link: #216C37 ## Typography - primary: DM Sans — https://fonts.google.com/specimen/DM+Sans - heading: Instrument Serif — https://fonts.google.com/specimen/Instrument+Serif ## Visual Assets - Logo: https://www.vellum.ai/vellum-logo.svg - Favicon: https://www.vellum.ai/favicon.svg - Social card (og:image): https://www.vellum.ai/cover-image.jpeg ## UI Components - input: background=transparent, textColor=#1A1A1A, borderColor=null, borderRadius=0px, shadow=none - buttonPrimary: background=#111111, textColor=#FFFFFF, borderRadius=999px, shadow=rgba(0, 0, 0, 0.08) 0px 2px 6px 0px - buttonSecondary: background=#FFFFFF, textColor=#1A1A1A, borderRadius=100px, shadow=none ## Brand Personality Tone: modern · Energy: medium · Audience: tech-savvy professionals ## Vellum Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **LLM Agents: The Six Levels of Agentic Behavior** - Image: https://cdn.sanity.io/images/ghjnhoi4/production/bc127570dbddd3d2b71fdc6727e35d9a5ae0dc72-4724x2834.png - Source: https://www.vellum.ai/blog/levels-of-agentic-behavior - **Blog - Vellum** - Image: https://www.vellum.ai/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fghjnhoi4%2Fproduction%2Fca948b22083a0ec95f7b8cc80cc4d0e0c27f3a99-1920x1080.jpg&w=3840&q=75 - Source: https://www.vellum.ai/blog - **Reintroducing Vellum for 2025** - Image: https://cdn.sanity.io/images/ghjnhoi4/production/61cbebf8e13ac7d364ccd9f42d5ac70e80ff7d2a-3744x3409.heif - Source: https://www.vellum.ai/blog/reintroducing-vellum-for-2025 - **Liz Acosta - Vellum Blog** - Image: https://www.vellum.ai/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fghjnhoi4%2Fproduction%2Fd800eb8405d680fb84eb7f77fb8bd96628d3f7fb-2000x2000.png&w=3840&q=75 - Source: https://www.vellum.ai/blog/author/liz-acosta - **A practical guide for AI observability for agents (2025 edition)** - Image: https://cdn.sanity.io/images/ghjnhoi4/production/7cd26ead57c32cc538047bb58bcefc0140533898-4864x3264.heif - Source: https://www.vellum.ai/blog/understanding-your-agents-behavior-in-production - **Blog - Vellum** - Image: https://cdn.sanity.io/images/ghjnhoi4/production/141008e6eb0c19004c38a7e08307299506e2f16a-1165x627.png - Source: https://www.vellum.ai/blog ## 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": "DM Sans", "role": "body" }, { "family": "Inter", "role": "body" }, { "family": "Instrument Serif", "role": "heading" } ], "colors": { "primary": "#95A2AD", "secondary": "#1264A3", "accent": "#216C37", "background": "#FFFFFF", "textPrimary": "#1A1A1A", "link": "#216C37" }, "typography": { "fontFamilies": { "primary": "DM Sans", "heading": "Instrument Serif" }, "fontStacks": { "heading": [ "instrumentSerif", "instrumentSerif Fallback", "Instrument Serif", "serif" ], "body": [ "ui-sans-serif", "system-ui", "sans-serif", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji" ], "paragraph": [ "DM Sans", "sans-serif" ] }, "fontSizes": { "h1": "80px", "h2": "56px", "body": "17px" } }, "spacing": { "baseUnit": 4, "borderRadius": "14px" }, "components": { "input": { "background": "transparent", "textColor": "#1A1A1A", "borderColor": null, "borderRadius": "0px", "borderRadiusCorners": { "topLeft": "0px", "topRight": "0px", "bottomRight": "0px", "bottomLeft": "0px" }, "shadow": "none" }, "buttonPrimary": { "background": "#111111", "textColor": "#FFFFFF", "borderRadius": "999px", "borderRadiusCorners": { "topLeft": "999px", "topRight": "999px", "bottomRight": "999px", "bottomLeft": "999px" }, "shadow": "rgba(0, 0, 0, 0.08) 0px 2px 6px 0px" }, "buttonSecondary": { "background": "#FFFFFF", "textColor": "#1A1A1A", "borderRadius": "100px", "borderRadiusCorners": { "topLeft": "100px", "topRight": "100px", "bottomRight": "100px", "bottomLeft": "100px" }, "shadow": "none" } }, "images": { "logo": "https://www.vellum.ai/vellum-logo.svg", "favicon": "https://www.vellum.ai/favicon.svg", "ogImage": "https://www.vellum.ai/cover-image.jpeg", "logoHref": "/", "logoAlt": "vellum" }, "__llm_logo_reasoning": { "selectedIndex": 2, "reasoning": "Selected #2 because it is visible, has a medium size, and matches the brand name 'Vellum'. It is linked to the homepage, making it the primary brand logo.", "confidence": 0.95, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": 0, "text": "Download for macOS", "reasoning": "Button #0 ('Download for macOS') is likely the primary CTA due to its prominent placement and action-oriented text. It uses a dark background (#111111) which stands out against the light theme, making it a strong candidate for primary action." }, "secondary": { "index": 1, "text": "DOWNLOAD", "reasoning": "Button #1 ('DOWNLOAD') is selected as the secondary CTA. It has a different background color (#FFFFFF) and serves as an alternative download option, complementing the primary CTA." }, "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": 2, "selectedLogoReasoning": "Selected #2 because it is visible, has a medium size, and matches the brand name 'Vellum'. It is linked to the homepage, making it the primary brand logo.", "confidence": 0.95 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```