affinity.json

Affinity Brand Identity

A complete profile of Affinity's visual system — colors, typography, components, and personality — extracted from https://itsaffinity.com. Built for designers, agents, and AI tools.

Quick Facts

Field Value
Primary #602CD5
Accent #602CD5
Body Font Inter
Heading Font IBM Plex Sans Hebrew

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Tone: professional · Energy: medium · Audience: business professionals seeking compliance and learning solutions

Affinity Brand in the Wild

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

Working with these fonts

Not found on Google Fonts? Here’s a suggested flow:

  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) and copy out the matching @font-face declarations. Rewrite each src: url(...) to point to your local file path.

Only do this if you have permission to use the brand assets — most proprietary fonts are licensed and may not be redistributable.

Machine-Readable Profile

{
  "colorScheme": "dark",
  "fonts": [
    {
      "family": "Inter",
      "role": "body"
    },
    {
      "family": "IBM Plex Sans Hebrew",
      "role": "heading"
    },
    {
      "family": "STIX Two Text",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#602CD5",
    "secondary": "#432092",
    "accent": "#602CD5",
    "background": "#05020D",
    "textPrimary": "#05020D",
    "link": "#5025B2"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Inter",
      "heading": "IBM Plex Sans Hebrew"
    },
    "fontStacks": {
      "heading": [
        "STIX Two Text",
        "sans-serif"
      ],
      "body": [
        "Inter",
        "sans-serif"
      ],
      "paragraph": [
        "Inter",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "72px",
      "h2": "12px",
      "body": "14px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "8px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#602CD5",
      "textColor": "#FFFFFF",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "rgba(255, 255, 255, 0.2) 0px 1px 0px 0px inset"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#FFFFFF",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.prod.website-files.com/64a9b5b311a1b2d91c2e2a01/68a769b329712e81fa5eed72_affinitiy-logo.svg",
    "favicon": "https://cdn.prod.website-files.com/64a9b5b311a1b2d91c2e2a01/65eb62ba9ddb27d4b81f3fe7_favicon.png",
    "ogImage": "https://cdn.prod.website-files.com/64a9b5b311a1b2d91c2e2a01/68ac8f475624f13b7c80ae14_og.jpg",
    "logoHref": "/",
    "logoAlt": "Affinity"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Affinity'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Book a demo",
      "reasoning": "Button #0 with text 'Book a demo' uses the vibrant brand color #602CD5, making it the primary CTA due to its prominence and action-oriented text."
    },
    "secondary": {
      "index": 3,
      "text": "Talk to Sales",
      "reasoning": "Button #3 with text 'Talk to Sales' has a different background color (#FFFFFF) and serves as a secondary action, complementing the primary CTA."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "business professionals seeking compliance and learning 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": 0,
        "selectedLogoReasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Affinity'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}