# Zed Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #2F343E |
| Accent | #1348DC |
| Body Font | Writer |
| Heading Font | Plex Serif |

## Color Palette

- primary: #2F343E
- secondary: #A9AFBC
- accent: #1348DC
- background: #F5F5F3
- textPrimary: #3B414D
- link: #3B414D

## Typography

- primary: Writer — https://fonts.google.com/specimen/Writer
- heading: Plex Serif — https://fonts.google.com/specimen/Plex+Serif

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20width%3D%2295%22%20height%3D%2232%22%20viewBox%3D%220%200%2095%2032%22%20fill%3D%22none%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20class%3D%22w-auto%20h-%5B23px%5D%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M2.93144%201.95429C2.39177%201.95429%201.95429%202.39177%201.95429%202.93144V24.4286H0V2.93144C0%201.31245%201.31245%200%202.93144%200H29.112C30.4178%200%2031.0718%201.57879%2030.1484%202.50214L14.0237%2018.6268H18.5658V16.6115H20.5201V19.1154C20.5201%2019.9249%2019.8638%2020.5811%2019.0543%2020.5811H12.0694L8.71049%2023.9401H23.9401V11.7257H25.8944V23.9401C25.8944%2025.0194%2025.0194%2025.8944%2023.9401%2025.8944H6.7562L3.33618%2029.3144H28.3372C28.8769%2029.3144%2029.3144%2028.8769%2029.3144%2028.3372V6.84002H31.2687V28.3372C31.2687%2029.9562%2029.9562%2031.2687%2028.3372%2031.2687H2.15667C0.850848%2031.2687%200.196896%2029.6899%201.12024%2028.7665L17.1839%2012.7029H12.7029V14.6572H10.7486V12.2143C10.7486%2011.4048%2011.4048%2010.7486%2012.2143%2010.7486H19.1382L22.5582%207.32859H7.32859V19.5429H5.3743V7.32859C5.3743%206.24927%206.24927%205.3743%207.32859%205.3743H24.5125L27.9325%201.95429H2.93144Z%22%20class%3D%22fill-accent-blue%20dark%3Afill-%5Bcolor-mix(in_oklch%2Cvar(--color-accent-blue)_80%25%2Cwhite)%5D%22%20style%3D%22fill%3A%20oklch(0.48%200.23%20264)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M92.454%2022.9431C92.454%2023.2044%2092.6658%2023.4162%2092.9271%2023.4162H94.384C94.6453%2023.4162%2094.8571%2023.628%2094.8571%2023.8893V25.3755C94.8571%2025.6368%2094.6453%2025.8486%2094.384%2025.8486H90.0551C89.7938%2025.8486%2089.582%2025.6368%2089.582%2025.3755V25.1913C89.582%2024.7066%2088.8297%2024.4659%2088.4665%2024.7869C87.3853%2025.7424%2085.8983%2026.2882%2084.1311%2026.2882C80.0283%2026.2882%2077.0098%2023.1524%2077.0098%2018.1704C77.0098%2013.1298%2080.0576%209.96477%2084.1897%209.96477C85.8979%209.96477%2087.3987%2010.5232%2088.5273%2011.5576C88.8785%2011.8794%2089.582%2011.6501%2089.582%2011.1737V6.77462C89.582%206.51334%2089.3702%206.30153%2089.1089%206.30153H85.7764C85.5151%206.30153%2085.3033%206.08972%2085.3033%205.82845V4.34223C85.3033%204.08095%2085.5151%203.86914%2085.7764%203.86914H91.9809C92.2422%203.86914%2092.454%204.08095%2092.454%204.34223V22.9431ZM84.8638%2023.6799C87.6771%2023.6799%2089.582%2021.3648%2089.582%2018.0825C89.582%2014.7416%2087.7357%2012.573%2084.8638%2012.573C82.0211%2012.573%2080.1748%2014.7709%2080.1748%2018.1118C80.1748%2021.3941%2082.0797%2023.6799%2084.8638%2023.6799Z%22%20class%3D%22fill-offgray-1000%20dark%3Afill-white%22%20style%3D%22fill%3A%20oklch(0.063734%200.001859%20262.86)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M67.3121%2026.3175C62.2714%2026.3175%2059.2236%2023.0646%2059.2236%2018.2291C59.2236%2013.6574%2062.2714%209.96484%2067.2535%209.96484C72.0889%209.96484%2074.9316%2013.4522%2074.9316%2017.9947V18.3714C74.9316%2018.6327%2074.7198%2018.8445%2074.4585%2018.8445H62.8C62.5287%2018.8445%2062.3111%2019.0727%2062.3475%2019.3415C62.6831%2021.8156%2064.5057%2023.6214%2067.2828%2023.6214C69.6852%2023.6214%2071.0449%2022.4769%2071.5988%2020.9462C71.6712%2020.7461%2071.8554%2020.6029%2072.0682%2020.6029H74.3363C74.6312%2020.6029%2074.8552%2020.8703%2074.7817%2021.1559C74.0166%2024.1308%2071.5104%2026.3175%2067.3121%2026.3175ZM62.547%2015.8369C62.4621%2016.1177%2062.686%2016.3828%2062.9793%2016.3828H71.2105C71.4918%2016.3828%2071.713%2016.1377%2071.6476%2015.8641C71.2387%2014.1516%2069.7251%2012.6024%2067.1948%2012.6024C64.5755%2012.6024%2063.055%2014.155%2062.547%2015.8369Z%22%20class%3D%22fill-offgray-1000%20dark%3Afill-white%22%20style%3D%22fill%3A%20oklch(0.063734%200.001859%20262.86)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M54.0124%2023.2985C54.2737%2023.2985%2054.4855%2023.0867%2054.4855%2022.8254V18.2621C54.4855%2018.0008%2054.6973%2017.789%2054.9586%2017.789H56.7086C56.9699%2017.789%2057.1817%2018.0008%2057.1817%2018.2621V25.375C57.1817%2025.6363%2056.9699%2025.8481%2056.7086%2025.8481H41.7416C41.4804%2025.8481%2041.2686%2025.6363%2041.2686%2025.375V23.4295C41.2686%2023.3255%2041.3028%2023.2245%2041.366%2023.1419L52.4671%208.6443C52.7054%208.33304%2052.4835%207.8836%2052.0914%207.8836H44.7015C44.4403%207.8836%2044.2285%208.09541%2044.2285%208.35668V12.0995C44.2285%2012.3607%2044.0166%2012.5725%2043.7554%2012.5725H42.0054C41.7441%2012.5725%2041.5323%2012.3607%2041.5323%2012.0995V5.80707C41.5323%205.54579%2041.7441%205.33398%2042.0054%205.33398H56.2104C56.4717%205.33398%2056.6835%205.54579%2056.6835%205.80707V7.75163C56.6835%207.85619%2056.6488%207.95781%2056.585%208.0406L45.4024%2022.5365C45.1625%2022.8475%2045.3842%2023.2985%2045.777%2023.2985H54.0124Z%22%20class%3D%22fill-offgray-1000%20dark%3Afill-white%22%20style%3D%22fill%3A%20oklch(0.063734%200.001859%20262.86)%20!important%3B%22%2F%3E%3C%2Fsvg%3E
- Favicon: https://zed.dev/favicon_black_16.png
- Social card (og:image): https://zed.dev/img/home/og.webp

## UI Components

- input: background=transparent, textColor=#DCE0E5, borderColor=null, borderRadius=0px, shadow=none
- buttonPrimary: background=#1348DC, textColor=#FFFFFF, borderRadius=4px, shadow=rgb(5, 55, 148) 0px -2px 0px 0px inset, rgb(230, 239, 254) 0px 1px 3px 0px
- buttonSecondary: background=#FDFDFC, textColor=#1348DC, borderRadius=0px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: developers

## Zed Brand in the Wild

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

- **Introducing Parallel Agents in Zed — Zed's Blog**
  - Image: https://zed.dev/img/post/parallel-agents/layout.webp
  - Source: https://zed.dev/blog/parallel-agents
- **Zed — From The Blog**
  - Image: https://zed.dev/api/og?title=Zed%3A%20From%20The%20Blog
  - Source: https://zed.dev/blog
- **Project Panel | Project Panel - Zed**
  - Image: https://images.zed.dev/docs/project-panel/compare-marked-files.png
  - Source: https://zed.dev/docs/project-panel.html
- **Zed — From The Blog**
  - Image: https://zed.dev/_next/image?url=%2Fimg%2Fpost%2Fparallel-agents%2Fthumbnail.webp&w=3840&q=75
  - Source: https://zed.dev/blog
- **Bring Your Own Agent to Zed — Featuring Gemini CLI — Zed's Blog**
  - Image: https://zed.dev/img/post/extensible-agents/thumbnail.webp
  - Source: https://zed.dev/blog/bring-your-own-agent-to-zed
- **Zed Is Our Office — Zed's Blog**
  - Image: https://images.zed.dev/blog/zed-is-our-office/people-channel.webp
  - Source: https://zed.dev/blog/zed-is-our-office

## 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": "Writer",
      "role": "body"
    },
    {
      "family": "Plex Serif",
      "role": "heading"
    },
    {
      "family": "Zed Mono",
      "role": "monospace"
    }
  ],
  "colors": {
    "primary": "#2F343E",
    "secondary": "#A9AFBC",
    "accent": "#1348DC",
    "background": "#F5F5F3",
    "textPrimary": "#3B414D",
    "link": "#3B414D"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Writer",
      "heading": "Plex Serif"
    },
    "fontStacks": {
      "heading": [
        "__plexSerif_fc47f9",
        "__plexSerif_Fallback_fc47f9"
      ],
      "body": [
        "Writer"
      ],
      "paragraph": [
        "Writer"
      ]
    },
    "fontSizes": {
      "h1": "48px",
      "h2": "26.4px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 8,
    "borderRadius": "4px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#DCE0E5",
      "borderColor": null,
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#1348DC",
      "textColor": "#FFFFFF",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "rgb(5, 55, 148) 0px -2px 0px 0px inset, rgb(230, 239, 254) 0px 1px 3px 0px"
    },
    "buttonSecondary": {
      "background": "#FDFDFC",
      "textColor": "#1348DC",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20width%3D%2295%22%20height%3D%2232%22%20viewBox%3D%220%200%2095%2032%22%20fill%3D%22none%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20class%3D%22w-auto%20h-%5B23px%5D%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M2.93144%201.95429C2.39177%201.95429%201.95429%202.39177%201.95429%202.93144V24.4286H0V2.93144C0%201.31245%201.31245%200%202.93144%200H29.112C30.4178%200%2031.0718%201.57879%2030.1484%202.50214L14.0237%2018.6268H18.5658V16.6115H20.5201V19.1154C20.5201%2019.9249%2019.8638%2020.5811%2019.0543%2020.5811H12.0694L8.71049%2023.9401H23.9401V11.7257H25.8944V23.9401C25.8944%2025.0194%2025.0194%2025.8944%2023.9401%2025.8944H6.7562L3.33618%2029.3144H28.3372C28.8769%2029.3144%2029.3144%2028.8769%2029.3144%2028.3372V6.84002H31.2687V28.3372C31.2687%2029.9562%2029.9562%2031.2687%2028.3372%2031.2687H2.15667C0.850848%2031.2687%200.196896%2029.6899%201.12024%2028.7665L17.1839%2012.7029H12.7029V14.6572H10.7486V12.2143C10.7486%2011.4048%2011.4048%2010.7486%2012.2143%2010.7486H19.1382L22.5582%207.32859H7.32859V19.5429H5.3743V7.32859C5.3743%206.24927%206.24927%205.3743%207.32859%205.3743H24.5125L27.9325%201.95429H2.93144Z%22%20class%3D%22fill-accent-blue%20dark%3Afill-%5Bcolor-mix(in_oklch%2Cvar(--color-accent-blue)_80%25%2Cwhite)%5D%22%20style%3D%22fill%3A%20oklch(0.48%200.23%20264)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M92.454%2022.9431C92.454%2023.2044%2092.6658%2023.4162%2092.9271%2023.4162H94.384C94.6453%2023.4162%2094.8571%2023.628%2094.8571%2023.8893V25.3755C94.8571%2025.6368%2094.6453%2025.8486%2094.384%2025.8486H90.0551C89.7938%2025.8486%2089.582%2025.6368%2089.582%2025.3755V25.1913C89.582%2024.7066%2088.8297%2024.4659%2088.4665%2024.7869C87.3853%2025.7424%2085.8983%2026.2882%2084.1311%2026.2882C80.0283%2026.2882%2077.0098%2023.1524%2077.0098%2018.1704C77.0098%2013.1298%2080.0576%209.96477%2084.1897%209.96477C85.8979%209.96477%2087.3987%2010.5232%2088.5273%2011.5576C88.8785%2011.8794%2089.582%2011.6501%2089.582%2011.1737V6.77462C89.582%206.51334%2089.3702%206.30153%2089.1089%206.30153H85.7764C85.5151%206.30153%2085.3033%206.08972%2085.3033%205.82845V4.34223C85.3033%204.08095%2085.5151%203.86914%2085.7764%203.86914H91.9809C92.2422%203.86914%2092.454%204.08095%2092.454%204.34223V22.9431ZM84.8638%2023.6799C87.6771%2023.6799%2089.582%2021.3648%2089.582%2018.0825C89.582%2014.7416%2087.7357%2012.573%2084.8638%2012.573C82.0211%2012.573%2080.1748%2014.7709%2080.1748%2018.1118C80.1748%2021.3941%2082.0797%2023.6799%2084.8638%2023.6799Z%22%20class%3D%22fill-offgray-1000%20dark%3Afill-white%22%20style%3D%22fill%3A%20oklch(0.063734%200.001859%20262.86)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M67.3121%2026.3175C62.2714%2026.3175%2059.2236%2023.0646%2059.2236%2018.2291C59.2236%2013.6574%2062.2714%209.96484%2067.2535%209.96484C72.0889%209.96484%2074.9316%2013.4522%2074.9316%2017.9947V18.3714C74.9316%2018.6327%2074.7198%2018.8445%2074.4585%2018.8445H62.8C62.5287%2018.8445%2062.3111%2019.0727%2062.3475%2019.3415C62.6831%2021.8156%2064.5057%2023.6214%2067.2828%2023.6214C69.6852%2023.6214%2071.0449%2022.4769%2071.5988%2020.9462C71.6712%2020.7461%2071.8554%2020.6029%2072.0682%2020.6029H74.3363C74.6312%2020.6029%2074.8552%2020.8703%2074.7817%2021.1559C74.0166%2024.1308%2071.5104%2026.3175%2067.3121%2026.3175ZM62.547%2015.8369C62.4621%2016.1177%2062.686%2016.3828%2062.9793%2016.3828H71.2105C71.4918%2016.3828%2071.713%2016.1377%2071.6476%2015.8641C71.2387%2014.1516%2069.7251%2012.6024%2067.1948%2012.6024C64.5755%2012.6024%2063.055%2014.155%2062.547%2015.8369Z%22%20class%3D%22fill-offgray-1000%20dark%3Afill-white%22%20style%3D%22fill%3A%20oklch(0.063734%200.001859%20262.86)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M54.0124%2023.2985C54.2737%2023.2985%2054.4855%2023.0867%2054.4855%2022.8254V18.2621C54.4855%2018.0008%2054.6973%2017.789%2054.9586%2017.789H56.7086C56.9699%2017.789%2057.1817%2018.0008%2057.1817%2018.2621V25.375C57.1817%2025.6363%2056.9699%2025.8481%2056.7086%2025.8481H41.7416C41.4804%2025.8481%2041.2686%2025.6363%2041.2686%2025.375V23.4295C41.2686%2023.3255%2041.3028%2023.2245%2041.366%2023.1419L52.4671%208.6443C52.7054%208.33304%2052.4835%207.8836%2052.0914%207.8836H44.7015C44.4403%207.8836%2044.2285%208.09541%2044.2285%208.35668V12.0995C44.2285%2012.3607%2044.0166%2012.5725%2043.7554%2012.5725H42.0054C41.7441%2012.5725%2041.5323%2012.3607%2041.5323%2012.0995V5.80707C41.5323%205.54579%2041.7441%205.33398%2042.0054%205.33398H56.2104C56.4717%205.33398%2056.6835%205.54579%2056.6835%205.80707V7.75163C56.6835%207.85619%2056.6488%207.95781%2056.585%208.0406L45.4024%2022.5365C45.1625%2022.8475%2045.3842%2023.2985%2045.777%2023.2985H54.0124Z%22%20class%3D%22fill-offgray-1000%20dark%3Afill-white%22%20style%3D%22fill%3A%20oklch(0.063734%200.001859%20262.86)%20!important%3B%22%2F%3E%3C%2Fsvg%3E",
    "favicon": "https://zed.dev/favicon_black_16.png",
    "ogImage": "https://zed.dev/img/home/og.webp",
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is located in the header, is visible, and links to the homepage, which are strong indicators of the main brand logo.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 15,
      "text": "Download nowD",
      "reasoning": "Button #1 has a vibrant blue background, which is a strong indicator of a primary CTA. The text 'Download nowD' suggests an action-oriented purpose, making it the primary call-to-action."
    },
    "secondary": {
      "index": 12,
      "text": "Learn More →",
      "reasoning": "Button #3 has a light background with blue text, making it distinct from the primary button's vibrant blue background. The text 'Learn More →' suggests a secondary action, suitable for a secondary button."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "developers"
  },
  "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 located in the header, is visible, and links to the homepage, which are strong indicators of the main brand logo.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```