Alex Brand Identity

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

Color Palette

Brand palette extracted from https://alex.com.

• primary: #EEF2E1 (rgb(238, 242, 225))
• secondary: #B7C7A7 (rgb(183, 199, 167))
• accent: #082900 (rgb(8, 41, 0))
• background: #F9FBF5 (rgb(249, 251, 245))
• textPrimary: #082900 (rgb(8, 41, 0))
• link: #082900 (rgb(8, 41, 0))

Typography

Each font links to its Google Fonts page where available.

• primary: DM Sans Google Fonts →
• heading: DM Sans Google Fonts →

Visual Assets

UI Components

Live previews rendered using Alex's actual button styles.

• Button Primary:

  • background: #082900
  • textColor: #F9FBF5
  • borderRadius: 8px
  • shadow: none

• Button Secondary:

  • background: #EEF2E1
  • textColor: #082900
  • borderRadius: 6px
  • shadow: none

Brand Personality

• Tone: modern
• Energy: medium
• Audience: recruiting professionals and HR teams

Frequently Asked Questions

• What is Alex's primary brand color? Alex's primary brand color is #EEF2E1. It anchors the visual identity across their website, product UI, and marketing materials.

• What accent color does Alex use? Alex uses #082900 as an accent color, typically applied to interactive elements like links, buttons, and call-to-action emphasis.

• What font does Alex use? Alex uses DM Sans as the primary typeface across body and headings.

• Does Alex use a light or dark theme? Alex's primary site uses a light color scheme, with a background of #F9FBF5.

• Where can I find Alex's logo? Alex's logo is available directly on their site (https://alex.com). 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://alex.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 Alex.

Methodology

Brand data on this page was extracted from https://alex.com on 2026-07-27 using the Firecrawl branding extraction API, which inspects each site's live CSS, font network requests, color tokens, and component styles.

Machine-Readable Profile

Direct endpoints for agents, designers, and tooling. No login or auth required.

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "DM Sans",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#EEF2E1",
    "secondary": "#B7C7A7",
    "accent": "#082900",
    "background": "#F9FBF5",
    "textPrimary": "#082900",
    "link": "#082900"
  },
  "typography": {
    "fontFamilies": {
      "primary": "DM Sans",
      "heading": "DM Sans"
    },
    "fontStacks": {
      "heading": [
        "DM Sans",
        "sans-serif"
      ],
      "body": [
        "DM Sans",
        "sans-serif"
      ],
      "paragraph": [
        "DM Sans",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "24px",
      "h2": "106px",
      "body": "14.96px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "8px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#082900",
      "textColor": "#F9FBF5",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#EEF2E1",
      "textColor": "#082900",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.prod.website-files.com/68aeb8386df2a4eb63bab7e3/69750bc464ed715437966e4c_Alex%20logo%20lockup.svg",
    "favicon": "https://cdn.prod.website-files.com/68aeb8386df2a4eb63bab7e3/696a8a2d80593be838a654aa_Alex_2026_favicon_sm.png",
    "ogImage": "https://cdn.prod.website-files.com/68aeb8386df2a4eb63bab7e3/69767c8fa91a4725f8da328c_Alex_2026_web_thumb_01.jpg"
  }
}