# Alex Brand Identity

A complete profile of **Alex**'s visual system — colors, typography, components, and personality — extracted from [https://alex.com](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 →](https://fonts.google.com/specimen/DM+Sans)
- **heading**: DM Sans [Google Fonts →](https://fonts.google.com/specimen/DM+Sans)

## 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](https://alex.com/) on 2026-07-27 using the [Firecrawl](https://firecrawl.dev/) 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.

```json
{
  "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"
  }
}
```