Vellum Brand Identity
A complete profile of Vellum's visual system — colors, typography, components, and personality — extracted from https://www.vellum.ai/. Built for designers, agents, and AI tools.
Color Palette
Brand palette extracted from https://www.vellum.ai/.
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 Vellum's actual button styles.
Brand Personality
Vellum Brand in the Wild
Real-world brand assets — ads, campaigns, and marketing materials.
Frequently Asked Questions
What is Vellum's primary brand color?
Vellum's primary brand color is #95A2AD. It anchors the visual identity across their website, product UI, and marketing materials.
What accent color does Vellum use?
Vellum uses #216C37 as an accent color, typically applied to interactive elements like links, buttons, and call-to-action emphasis.
What font does Vellum use?
Vellum uses DM Sans for body text and Instrument Serif for headings. Fonts were detected on https://www.vellum.ai/ as part of their live design system.
Does Vellum use a light or dark theme?
Vellum's primary site uses a light color scheme, with a background of #FFFFFF.
Where can I find Vellum's logo?
Vellum's logo is available directly on their site (https://www.vellum.ai/). 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://www.vellum.ai/ 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 Vellum.
Methodology
Brand data on this page was extracted from https://www.vellum.ai/ 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 Vellum.
Machine-Readable Profile
Direct endpoints for agents, designers, and tooling. No login or auth required.
{
"colorScheme": "light",
"fonts": [
{
"family": "DM Sans",
"role": "body"
},
{
"family": "Inter",
"role": "body"
},
{
"family": "Instrument Serif",
"role": "heading"
}
],
"colors": {
"primary": "#95A2AD",
"secondary": "#1264A3",
"accent": "#216C37",
"background": "#FFFFFF",
"textPrimary": "#1A1A1A",
"link": "#216C37"
},
"typography": {
"fontFamilies": {
"primary": "DM Sans",
"heading": "Instrument Serif"
},
"fontStacks": {
"heading": [
"instrumentSerif",
"instrumentSerif Fallback",
"Instrument Serif",
"serif"
],
"body": [
"ui-sans-serif",
"system-ui",
"sans-serif",
"Apple Color Emoji",
"Segoe UI Emoji",
"Segoe UI Symbol",
"Noto Color Emoji"
],
"paragraph": [
"DM Sans",
"sans-serif"
]
},
"fontSizes": {
"h1": "80px",
"h2": "56px",
"body": "17px"
}
},
"spacing": {
"baseUnit": 4,
"borderRadius": "14px"
},
"components": {
"input": {
"background": "transparent",
"textColor": "#1A1A1A",
"borderColor": null,
"borderRadius": "0px",
"borderRadiusCorners": {
"topLeft": "0px",
"topRight": "0px",
"bottomRight": "0px",
"bottomLeft": "0px"
},
"shadow": "none"
},
"buttonPrimary": {
"background": "#111111",
"textColor": "#FFFFFF",
"borderRadius": "999px",
"borderRadiusCorners": {
"topLeft": "999px",
"topRight": "999px",
"bottomRight": "999px",
"bottomLeft": "999px"
},
"shadow": "rgba(0, 0, 0, 0.08) 0px 2px 6px 0px"
},
"buttonSecondary": {
"background": "#FFFFFF",
"textColor": "#1A1A1A",
"borderRadius": "100px",
"borderRadiusCorners": {
"topLeft": "100px",
"topRight": "100px",
"bottomRight": "100px",
"bottomLeft": "100px"
},
"shadow": "none"
}
},
"images": {
"logo": "https://www.vellum.ai/vellum-logo.svg",
"favicon": "https://www.vellum.ai/favicon.svg",
"ogImage": "https://www.vellum.ai/cover-image.jpeg",
"logoHref": "/",
"logoAlt": "vellum"
},
"__llm_logo_reasoning": {
"selectedIndex": 2,
"reasoning": "Selected #2 because it is visible, has a medium size, and matches the brand name 'Vellum'. It is linked to the homepage, making it the primary brand logo.",
"confidence": 0.95,
"source": "llm"
},
"__llm_button_reasoning": {
"primary": {
"index": 0,
"text": "Download for macOS",
"reasoning": "Button #0 ('Download for macOS') is likely the primary CTA due to its prominent placement and action-oriented text. It uses a dark background (#111111) which stands out against the light theme, making it a strong candidate for primary action."
},
"secondary": {
"index": 1,
"text": "DOWNLOAD",
"reasoning": "Button #1 ('DOWNLOAD') is selected as the secondary CTA. It has a different background color (#FFFFFF) and serves as an alternative download option, complementing the primary CTA."
},
"confidence": 0.9
},
"personality": {
"tone": "modern",
"energy": "medium",
"targetAudience": "tech-savvy professionals"
},
"designSystem": {
"framework": "custom",
"componentLibrary": ""
},
"confidence": {
"buttons": 0.9,
"colors": 0.9,
"overall": 0.9
},
"__llm_metadata": {
"logoSelection": {
"llmCalled": true,
"llmSucceeded": true,
"finalSource": "llm",
"rawLogoSelection": {
"selectedLogoIndex": 2,
"selectedLogoReasoning": "Selected #2 because it is visible, has a medium size, and matches the brand name 'Vellum'. It is linked to the homepage, making it the primary brand logo.",
"confidence": 0.95
}
},
"buttonClassification": {
"llmCalled": true,
"llmSucceeded": true
}
}
}