Formal Brand Identity
A complete profile of Formal's visual system — colors, typography, components, and personality — extracted from https://joinformal.com. Built for designers, agents, and AI tools.
Color Palette
Brand palette extracted from https://joinformal.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 Formal's actual button styles.
Brand Personality
Formal Brand in the Wild
Real-world brand assets — ads, campaigns, and marketing materials.
Frequently Asked Questions
What is Formal's primary brand color?
Formal's primary brand color is #44445C. It anchors the visual identity across their website, product UI, and marketing materials.
What accent color does Formal use?
Formal uses #254BB0 as an accent color, typically applied to interactive elements like links, buttons, and call-to-action emphasis.
What font does Formal use?
Formal uses JetBrains Mono as the primary typeface across body and headings.
Does Formal use a light or dark theme?
Formal's primary site uses a light color scheme, with a background of #FFFFFF.
How was this brand profile generated?
This profile was extracted from https://joinformal.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 Formal.
Methodology
Brand data on this page was extracted from https://joinformal.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 Formal.
Machine-Readable Profile
Direct endpoints for agents, designers, and tooling. No login or auth required.
{
"colorScheme": "light",
"fonts": [
{
"family": "JetBrains Mono",
"role": "monospace"
}
],
"colors": {
"primary": "#44445C",
"secondary": "#1A1A2E",
"accent": "#254BB0",
"background": "#FFFFFF",
"textPrimary": "#254BB0",
"link": "#254BB0"
},
"typography": {
"fontFamilies": {
"primary": "JetBrains Mono",
"heading": "JetBrains Mono"
},
"fontStacks": {
"heading": [
"JetBrains Mono",
"Berkeley Mono",
"SF Mono",
"Cascadia Code",
"Fira Code",
"monospace"
],
"body": [
"JetBrains Mono",
"Berkeley Mono",
"SF Mono",
"Cascadia Code",
"Fira Code",
"monospace"
],
"paragraph": [
"JetBrains Mono",
"Berkeley Mono",
"SF Mono",
"Cascadia Code",
"Fira Code",
"monospace"
]
},
"fontSizes": {
"h1": "30px",
"h2": "24px",
"body": "15px"
}
},
"spacing": {
"baseUnit": 4,
"borderRadius": "0px"
},
"components": {
"buttonPrimary": {
"background": "#254BB0",
"textColor": "#FFFFFF",
"borderColor": "#254BB0",
"borderRadius": "0px",
"borderRadiusCorners": {
"topLeft": "0px",
"topRight": "0px",
"bottomRight": "0px",
"bottomLeft": "0px"
},
"shadow": "none"
},
"buttonSecondary": {
"background": "#FFFFFF",
"textColor": "#44445C",
"borderColor": "#D4D4DE",
"borderRadius": "0px",
"borderRadiusCorners": {
"topLeft": "0px",
"topRight": "0px",
"bottomRight": "0px",
"bottomLeft": "0px"
},
"shadow": "none"
}
},
"images": {
"favicon": "https://formal.ai/favicon.png",
"ogImage": "https://www.formal.ai/og-image.png"
},
"__llm_logo_reasoning": {
"selectedIndex": -1,
"reasoning": "None of the logo candidates match the brand 'Formal' as inferred from the page title and URL. All candidates appear to be client logos rather than the main brand logo.",
"confidence": 0.2,
"rejected": true,
"source": "llm"
},
"__llm_button_reasoning": {
"primary": {
"index": 0,
"text": "Get a demo →",
"reasoning": "Button #0 has a vibrant blue background (#254BB0) which matches the brand's accent color and features action-oriented text 'Get a demo →', making it the primary CTA."
},
"secondary": {
"index": 3,
"text": "Read the docs",
"reasoning": "Button #3 has a different background color (#FFFFFF) and serves a supportive role with the text 'Read the docs', making it a suitable secondary CTA."
},
"confidence": 0.95
},
"personality": {
"tone": "professional",
"energy": "medium",
"targetAudience": "businesses seeking data security solutions"
},
"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": -1,
"selectedLogoReasoning": "None of the logo candidates match the brand 'Formal' as inferred from the page title and URL. All candidates appear to be client logos rather than the main brand logo.",
"confidence": 0.2
}
},
"buttonClassification": {
"llmCalled": true,
"llmSucceeded": true
}
}
}