Equals Brand Identity

Color Palette

Brand palette extracted from https://equals.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

Logo

Favicon

Social Card

UI Components

Live previews rendered using Equals's actual button styles.

Brand Personality

Equals Brand in the Wild

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

Image: substack-post-media.s3.amazonaws.com

Source: wrap-text.equals.com

Image: substackcdn.com

Source: wrap-text.equals.com

Image: substackcdn.com

Source: wrap-text.equals.com

Image: substackcdn.com

Source: wrap-text.equals.com

Image: substackcdn.com

Source: wrap-text.equals.com

Image: substackcdn.com

Source: wrap-text.equals.com

Frequently Asked Questions

Methodology

Brand data on this page was extracted from https://equals.com/ on 2026-04-27 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 Equals.

Machine-Readable Profile

Direct endpoints for agents, designers, and tooling. No login or auth required.

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Unica77",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#B074CE",
    "secondary": "#8800B5",
    "accent": "#B074CE",
    "background": "#FAF9F5",
    "textPrimary": "#000000",
    "link": "#FFCC00"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Unica77",
      "heading": "Unica77"
    },
    "fontStacks": {
      "heading": [
        "Serrif Condensed",
        "serif"
      ],
      "body": [
        "Unica77",
        "sans-serif"
      ],
      "paragraph": [
        "Unica77",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "110px",
      "h2": "40px",
      "body": "14px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "6px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#000000",
      "borderColor": null,
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#B074CE",
      "textColor": "#FFFFFF",
      "borderRadius": "60px",
      "borderRadiusCorners": {
        "topLeft": "60px",
        "topRight": "60px",
        "bottomRight": "60px",
        "bottomLeft": "60px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FAF9F5",
      "textColor": "#000000",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20width%3D%22108%22%20height%3D%2222%22%20viewBox%3D%220%200%20108%2022%22%20fill%3D%22none%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20data-fc-idx%3D%220%22%3E%0A%3Cpath%20d%3D%22M12.0278%2017.0997V14.657H0V17.0997H12.0278Z%22%20fill%3D%22black%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%0A%3Cpath%20d%3D%22M12.0278%209.77085V7.32812H0V9.77085H12.0278Z%22%20fill%3D%22black%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%0A%3Cpath%20d%3D%22M36.0261%200V2.44273H26.7739V7.32831H36.0261V9.77104H26.7739V14.6566H36.0261V17.0994L23.9983%2017.0994V0H36.0261Z%22%20fill%3D%22black%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%0A%3Cpath%20d%3D%22M90.6223%2014.656V0H84.0376V2.44353H87.8444V14.656H84.0376V17.0995H94.4034V14.656H90.6223Z%22%20fill%3D%22black%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%0A%3Cpath%20d%3D%22M107.395%2013.1381C107.395%2015.6588%20105.029%2017.2535%20101.865%2017.2535C98.3928%2017.2535%2096.0007%2015.6074%2095.8978%2012.7523H98.6243C98.7272%2014.1155%2099.9104%2015.0929%20101.891%2015.0929C103.563%2015.0929%20104.669%2014.4242%20104.669%2013.3696C104.669%2012.003%20103.565%2011.8605%20101.704%2011.6206C101.639%2011.6121%20101.572%2011.6036%20101.505%2011.5948C98.5214%2011.2347%2096.1808%2010.5917%2096.1808%207.86524C96.1808%205.37027%2098.3928%203.77554%20101.505%203.77554C104.72%203.77554%20106.984%205.26738%20107.164%207.96812H104.437C104.283%206.75922%20103.177%205.91041%20101.557%205.91041C99.9618%205.91041%2098.8815%206.57917%2098.8815%207.63374C98.8815%208.86837%20100.142%209.0227%20102.02%209.22847C104.952%209.58857%20107.395%2010.2059%20107.395%2013.1381Z%22%20fill%3D%22black%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%0A%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M81.4816%2014.6814C80.8901%2014.6814%2080.6586%2014.5013%2080.6586%2013.8326V8.55971C80.6586%205.44743%2078.6523%203.77554%2075.1799%203.77554C71.8619%203.77554%2069.7013%205.39599%2069.3926%207.9424H72.1448C72.3506%206.78494%2073.4309%206.0133%2075.0513%206.0133C76.8518%206.0133%2077.9064%206.91355%2077.9064%208.37966V9.17703H74.6398C70.9873%209.17703%2069.0582%2010.6689%2069.0582%2013.3953C69.0582%2015.8389%2071.0388%2017.2535%2073.8938%2017.2535C75.9516%2017.2535%2077.3148%2016.379%2078.1893%2015.0929C78.215%2016.3533%2078.8581%2017.0992%2080.5814%2017.0992H82.0218V14.6814H81.4816ZM77.9064%2011.7492C77.9064%2013.7297%2076.5431%2015.0929%2074.2797%2015.0929C72.7878%2015.0929%2071.8619%2014.3213%2071.8619%2013.2153C71.8619%2011.8778%2072.8135%2011.2347%2074.5112%2011.2347H77.9064V11.7492Z%22%20fill%3D%22black%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%0A%3Cpath%20d%3D%22M60.3694%2014.7845C62.4014%2014.7845%2063.6618%2013.2927%2063.6618%2010.6949V3.93013H66.4397V17.0995H63.9961L63.6875%2015.4533C62.8901%2016.4307%2061.6555%2017.2538%2059.7264%2017.2538C57.0257%2017.2538%2054.6336%2015.8134%2054.6336%2011.4408V3.93013H57.4372V11.1578C57.4372%2013.4985%2058.4146%2014.7845%2060.3694%2014.7845Z%22%20fill%3D%22black%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%0A%3Cpath%20fill-rule%3D%22evenodd%22%20clip-rule%3D%22evenodd%22%20d%3D%22M49.0875%205.75609C48.2645%204.59862%2046.8498%203.77554%2044.8692%203.77554C41.2682%203.77554%2038.6447%206.47628%2038.6447%2010.5145C38.6447%2014.7586%2041.2425%2017.2535%2044.7921%2017.2535C46.8241%2017.2535%2048.1873%2016.3276%2049.0361%2015.1701V22H51.814V3.92987H49.3962L49.0875%205.75609ZM45.2808%2014.9129C42.9916%2014.9129%2041.474%2013.0867%2041.474%2010.5145C41.474%207.9424%2042.9916%206.14191%2045.2808%206.14191C47.57%206.14191%2049.0618%207.9424%2049.0618%2010.5403C49.0618%2013.0867%2047.57%2014.9129%2045.2808%2014.9129Z%22%20fill%3D%22black%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%0A%3C%2Fsvg%3E",
    "favicon": "https://equals.com/images/favicon-32-e7320124a4.png",
    "ogImage": "https://main--affectionate-borg-319c7a.netlify.app/images/social/home-9dc298e735.png",
    "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 being the main brand logo for 'Equals'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "Get a demo",
      "reasoning": "Button #1 uses the vibrant brand color #B074CE, which stands out as the primary CTA. It also has action-oriented text 'Get a demo' and a distinct design with a rounded border, making it the most prominent call-to-action."
    },
    "secondary": {
      "index": 0,
      "text": "Get a demo",
      "reasoning": "Button #0, although it shares the same text 'Get a demo', has a different background color #FAF9F5. It is less vibrant and lacks the rounded design, making it suitable as a secondary option."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "business 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 located in the header, is visible, and links to the homepage, which are strong indicators of being the main brand logo for 'Equals'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}

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