Afternoon.co Brand Identity

A complete profile of Afternoon.co's visual system — colors, typography, components, and personality.

Quick Facts

Color Palette

• primary: #6B7280
• secondary: #9CA3AF
• accent: #374151
• background: #FFFFFF
• textPrimary: #09090B
• link: #374151

Typography

• primary: Apple Color Emoji — https://fonts.google.com/specimen/Apple+Color+Emoji
• heading: Apple Color Emoji — https://fonts.google.com/specimen/Apple+Color+Emoji

Visual Assets

• Logo:

UI Components

• input: background=transparent, textColor=#374151, borderColor=null, borderRadius=0px, shadow=none
• buttonPrimary: background=#F4F4F5, textColor=#18181B, borderRadius=9999px, shadow=none
• buttonSecondary: background=#262626, textColor=#FFFFFF, borderColor=#E4E4E7, borderRadius=6px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: founders and entrepreneurs

Afternoon.co Brand in the Wild

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

• 2026 U.S. State Sales Tax Guide for SaaS Businesses | Afternoon Blog
  • Image:
  • Source: https://www.afternoon.co/blog/SaaS-sales-tax-guide
• Blog | Afternoon
  • Image:
  • Source: https://www.afternoon.co/blog
• Blog | Afternoon
  • Image:
  • Source: https://www.afternoon.co/blog
• Oklahoma Sales Tax Guide for SaaS and E-Commerce Businesses 2026 | Afternoon Blog
  • Image:
  • Source: https://www.afternoon.co/blog/oklahoma-sales-tax-guide
• Vermont Sales Tax Guide for SaaS and E-Commerce Businesses 2026 | Afternoon Blog
  • Image:
  • Source: https://www.afternoon.co/blog/vermont-sales-tax-guide
• Utah Sales Tax Guide for SaaS and E-Commerce Businesses 2026 | Afternoon Blog
  • Image:
  • Source: https://www.afternoon.co/blog/utah-sales-tax-guide

Working with these fonts

Not found on Google Fonts? Instructions that you can follow if you have permission to use the fonts:

1. Open the company's homepage in a browser with DevTools open.
2. In the Network tab, filter by "Font".
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 and copy out the matching @font-face declarations.

Only do this if you have permission to use the brand assets.

Machine-Readable Profile

{
  "colorScheme": "light",
  "fonts": [
    {"family": "Apple Color Emoji", "role": "unknown"},
    {"family": "Segoe UI Emoji", "role": "unknown"},
    {"family": "Segoe UI Symbol", "role": "unknown"},
    {"family": "Noto Color Emoji", "role": "unknown"}
  ],
  "colors": {
    "primary": "#6B7280",
    "secondary": "#9CA3AF",
    "accent": "#374151",
    "background": "#FFFFFF",
    "textPrimary": "#09090B",
    "link": "#374151"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Apple Color Emoji",
      "heading": "Apple Color Emoji"
    },
    "fontStacks": {
      "heading": ["fontSans", "fontSans Fallback"],
      "body": ["fontSans", "fontSans Fallback", "ui-sans-serif", "system-ui", "sans-serif", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"],
      "paragraph": ["fontSans", "fontSans Fallback"]
    },
    "fontSizes": {
      "h1": "60px",
      "h2": "48px",
      "body": "14px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#374151",
      "borderColor": null,
      "borderRadius": "0px",
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#F4F4F5",
      "textColor": "#18181B",
      "borderRadius": "9999px",
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#262626",
      "textColor": "#FFFFFF",
      "borderColor": "#E4E4E7",
      "borderRadius": "6px",
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://www.afternoon.co/_next/image?url=%2Fimages%2Fnew_logo_2.png&w=64&q=75",
    "favicon": null,
    "logoHref": "/",
    "logoAlt": "Hedron Logo"
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "founders and entrepreneurs"
  }
}