Our World in Data Brand Identity
A complete profile of Our World in Data's visual system — colors, typography, components, and personality — extracted from https://ourworldindata.org/. Built for designers, agents, and AI tools.
Color Palette
Brand palette extracted from https://ourworldindata.org/.
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 Our World in Data's actual button styles.
Brand Personality
Our World in Data Brand in the Wild
Real-world brand assets — ads, campaigns, and marketing materials.
Frequently Asked Questions
What is Our World in Data's primary brand color?
Our World in Data's primary brand color is #1D3D63. It anchors the visual identity across their website, product UI, and marketing materials.
What accent color does Our World in Data use?
Our World in Data uses #426591 as an accent color, typically applied to interactive elements like links, buttons, and call-to-action emphasis.
What font does Our World in Data use?
Our World in Data uses Lato for body text and Playfair Display for headings. Fonts were detected on https://ourworldindata.org/ as part of their live design system.
Does Our World in Data use a light or dark theme?
Our World in Data'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://ourworldindata.org/ 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 Our World in Data.
Methodology
Brand data on this page was extracted from https://ourworldindata.org/ 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 Our World in Data.
Machine-Readable Profile
Direct endpoints for agents, designers, and tooling. No login or auth required.
{
"colorScheme": "light",
"fonts": [
{
"family": "Lato",
"role": "body"
},
{
"family": "Playfair Display",
"role": "heading"
}
],
"colors": {
"primary": "#1D3D63",
"secondary": "#002147",
"accent": "#426591",
"background": "#FFFFFF",
"textPrimary": "#426591",
"link": "#426591"
},
"typography": {
"fontFamilies": {
"primary": "Lato",
"heading": "Playfair Display"
},
"fontStacks": {
"heading": [
"Playfair Display",
"Georgia",
"Times New Roman",
"Liberation Serif",
"serif"
],
"body": [
"Lato",
"Helvetica Neue",
"Helvetica",
"Arial",
"Liberation Sans",
"sans-serif"
],
"paragraph": [
"Lato",
"Helvetica Neue",
"Helvetica",
"Arial",
"Liberation Sans",
"sans-serif"
]
},
"fontSizes": {
"h1": "20px",
"h2": "32px",
"body": "12px"
}
},
"spacing": {
"baseUnit": 4,
"borderRadius": "4px"
},
"components": {
"input": {
"background": "#FFFFFF",
"textColor": "#1D3D63",
"borderColor": "#DBE5F0",
"borderRadius": "0px",
"borderRadiusCorners": {
"topLeft": "0px",
"topRight": "0px",
"bottomRight": "0px",
"bottomLeft": "0px"
},
"shadow": "none"
},
"buttonPrimary": {
"background": "#426591",
"textColor": "#FFFFFF",
"borderRadius": "0px",
"borderRadiusCorners": {
"topLeft": "0px",
"topRight": "0px",
"bottomRight": "0px",
"bottomLeft": "0px"
},
"shadow": "none"
},
"buttonSecondary": {
"background": "#CE261E",
"textColor": "#FFFFFF",
"borderRadius": "0px",
"borderRadiusCorners": {
"topLeft": "0px",
"topRight": "0px",
"bottomRight": "0px",
"bottomLeft": "0px"
},
"shadow": "none"
}
},
"images": {
"favicon": "https://ourworldindata.org/apple-touch-icon.png",
"ogImage": "https://ourworldindata.org/default-thumbnail.png"
},
"__llm_logo_reasoning": {
"selectedIndex": -1,
"reasoning": "None of the candidates clearly match the brand logo typically found in the header area. The heuristic suggestion was incorrect as it pointed to a non-header image. No candidate links to the homepage or matches the favicon.",
"confidence": 0.2,
"rejected": true,
"source": "llm"
},
"__llm_button_reasoning": {
"primary": {
"index": 5,
"text": "Explore the data",
"reasoning": "Button #2 ('Explore the data') uses a vibrant blue color (#426591) that aligns with the brand's primary color, making it a strong candidate for the primary CTA. The text is action-oriented, encouraging users to engage with the site's main content."
},
"secondary": {
"index": 1,
"text": "Subscribe",
"reasoning": "Button #5 ('Subscribe') uses a vibrant red color (#CE261E), which is distinct from the primary button's blue. It serves as a secondary action, inviting users to subscribe to updates."
},
"confidence": 0.95
},
"personality": {
"tone": "professional",
"energy": "medium",
"targetAudience": "academics, researchers, and data enthusiasts"
},
"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 candidates clearly match the brand logo typically found in the header area. The heuristic suggestion was incorrect as it pointed to a non-header image. No candidate links to the homepage or matches the favicon.",
"confidence": 0.2
}
},
"buttonClassification": {
"llmCalled": true,
"llmSucceeded": true
}
}
}