Clio Brand Identity
A complete profile of Clio's visual system — colors, typography, components, and personality — extracted from https://clio.com. Built for designers, agents, and AI tools.
Color Palette
Brand palette extracted from https://clio.com.
Typography
Each font links to its Google Fonts page where available.
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.
Visual Assets
UI Components
Live previews rendered using Clio's actual button styles.
Brand Personality
Clio Brand in the Wild
Real-world brand assets — ads, campaigns, and marketing materials.
Frequently Asked Questions
What is Clio's primary brand color?
Clio's primary brand color is #04304C. It anchors the visual identity across their website, product UI, and marketing materials.
What accent color does Clio use?
Clio uses #0069D1 as an accent color, typically applied to interactive elements like links, buttons, and call-to-action emphasis.
What font does Clio use?
Clio uses Source Sans Pro for body text and Poppins for headings. Fonts were detected on https://clio.com as part of their live design system.
Does Clio use a light or dark theme?
Clio's primary site uses a light color scheme, with a background of #FFFFFF.
Where can I find Clio's logo?
Clio's logo is available directly on their site (https://clio.com). The current logo URL is included in the machine-readable JSON profile linked above.
How was this brand profile generated?
This profile was extracted from https://clio.com using the Firecrawl branding extraction API, which inspects the live page's CSS, fonts, color tokens, and component styles. It is not affiliated with or endorsed by Clio.
Methodology
Brand data on this page was extracted from https://clio.com on using the Firecrawl branding extraction API, which inspects each site's live CSS, font network requests, color tokens, and component styles. Brand-in-the-wild images were sourced via Google Image Search restricted to ad/webinar/report queries and link out to their original third-party publishers; we link to the source rather than re-hosting third-party content. This page is published by CharacterQuilt and is not affiliated with or endorsed by Clio.
Machine-Readable Profile
Direct endpoints for agents, designers, and tooling. No login or auth required.
{
"colorScheme": "light",
"fonts": [
{
"family": "Source Sans Pro",
"role": "body"
},
{
"family": "Poppins",
"role": "heading"
}
],
"colors": {
"primary": "#04304C",
"secondary": "#0F478D",
"accent": "#0069D1",
"background": "#FFFFFF",
"textPrimary": "#0069D1",
"link": "#0069D1"
},
"typography": {
"fontFamilies": {
"primary": "Source Sans Pro",
"heading": "Poppins"
},
"fontStacks": {
"heading": [
"Poppins",
"Helvetica",
"sans-serif",
"Arial"
],
"body": [
"Source Sans Pro",
"Helvetica",
"sans-serif",
"Arial"
],
"paragraph": [
"Source Sans Pro",
"Helvetica",
"sans-serif",
"Arial"
]
},
"fontSizes": {
"h1": "52px",
"h2": "43.4568px",
"body": "17.7778px"
}
},
"spacing": {
"baseUnit": 4,
"borderRadius": "5px"
},
"components": {
"buttonPrimary": {
"background": "#0069D1",
"textColor": "#FFFFFF",
"borderColor": "#0069D1",
"borderRadius": "500px",
"borderRadiusCorners": {
"topLeft": "500px",
"topRight": "500px",
"bottomRight": "500px",
"bottomLeft": "500px"
},
"shadow": "rgba(0, 0, 0, 0.1) 0px 4px 16px 0px"
},
"buttonSecondary": {
"background": "#FCFBFB",
"textColor": "#0069D1",
"borderColor": "#0069D1",
"borderRadius": "500px",
"borderRadiusCorners": {
"topLeft": "500px",
"topRight": "500px",
"bottomRight": "500px",
"bottomLeft": "500px"
},
"shadow": "none"
}
},
"images": {
"logo": "https://www.clio.com/wp-content/uploads/2025/09/clio-logo.svg",
"favicon": "https://www.clio.com/wp-content/uploads/2019/01/cropped-Favicon-32x32.png",
"ogImage": "https://www.clio.com/wp-content/uploads/2021/02/Clio_Meta-Image_Homepage.png",
"logoHref": "https://www.clio.com/"
},
"__llm_logo_reasoning": {
"selectedIndex": 0,
"reasoning": "Selected #0 because it is located in the header, links to the homepage, and matches the brand name 'Clio'. It is the most appropriate representation of the brand.",
"confidence": 0.9,
"source": "llm"
},
"__llm_button_reasoning": {
"primary": {
"index": 1,
"text": "Book a demo",
"reasoning": "Button #1 ('Book a demo') uses the vibrant brand color #0069D1, making it stand out as the primary CTA. It also has action-oriented text, which is typical for primary buttons."
},
"secondary": {
"index": 0,
"text": "Start a free trial",
"reasoning": "Button #0 ('Start a free trial') has a different background color (#FCFBFB) and serves as a secondary action, complementing the primary CTA."
},
"confidence": 0.95
},
"personality": {
"tone": "professional",
"energy": "medium",
"targetAudience": "Legal professionals and law firms"
},
"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 located in the header, links to the homepage, and matches the brand name 'Clio'. It is the most appropriate representation of the brand.",
"confidence": 0.9
}
},
"buttonClassification": {
"llmCalled": true,
"llmSucceeded": true
}
}
}