# Avery Brand Identity

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

- Page: https://characterquilt.com/branding/avery
- Machine-readable JSON: https://characterquilt.com/branding/avery.json
- Per-page llms.txt: https://characterquilt.com/branding/avery/llms.txt

## Quick Facts

| Field | Value |
|---|---|
| Primary | #164951 |
| Accent | #2C9C88 |
| Body Font | Instrument Sans |
| Heading Font | gascogneSerial |

## Color Palette

- primary: #164951
- secondary: #FC9082
- accent: #2C9C88
- background: #FAF7F4
- textPrimary: #062A2F
- link: #062A2F

## Typography

- primary: Instrument Sans — [Instrument Sans](https://fonts.google.com/specimen/Instrument+Sans)
- heading: gascogneSerial — [gascogneSerial](https://fonts.google.com/specimen/gascogneSerial)

## Visual Assets

- Logo: 
- Favicon: 
- Social card (og:image):

## UI Components

- input: background=#FBF8F5, textColor=#FFFFFF, borderColor=#FBF9F6, borderRadius=33554400px, shadow=none
- buttonPrimary: background=#FC9082, textColor=#062A2F, borderRadius=33554400px, shadow=rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 4px 6px -1px, rgba(0, 0, 0, 0.1) 0px 2px 4px -2px
- buttonSecondary: background=#2C9C88, textColor=#FFFFFF, borderRadius=33554400px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: property managers and real estate professionals

## Avery Brand in the Wild

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

- **Avery Dennison Digital Media - Universal Products, Inc.**
  - Image: 
  - Source: [Avery Dennison Digital Media](https://u-p.com/avery-dennison-digital-media/)
- **Clear Front Report Covers, 25 Black Covers 47961**
  - Image: 
  - Source: [Clear Front Report Covers](https://www.avery.com/products/folder-pockets/47961)
- **Free Label Making Software - Avery Design & Print | Avery.com**
  - Image: 
  - Source: [Free Label Making Software](https://www.avery.com/software/design-and-print/)
- **Avery Dennison Intertraffic AD.Live Experience**
  - Image: 
  - Source: [Avery Dennison Intertraffic](https://www.youtube.com/watch?v=sloiUxDWAXc)
- **Lay Flat Report Cover, 1 Gray Cover 47781**
  - Image: 
  - Source: [Lay Flat Report Cover](https://www.avery.com/products/folder-pockets/47781)
- **How to Download Templates on Avery.com | Avery**
  - Image: 
  - Source: [How to Download Templates](https://www.avery.com/help/article/how-to-download-templates-on-avery-com)

## Working with these fonts

Not found on Google Fonts? Follow these instructions 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" (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.

## Machine-Readable Profile

```json
{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Instrument Sans",
      "role": "body"
    },
    {
      "family": "gascogneSerial",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#164951",
    "secondary": "#FC9082",
    "accent": "#2C9C88",
    "background": "#FAF7F4",
    "textPrimary": "#062A2F",
    "link": "#062A2F"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Instrument Sans",
      "heading": "gascogneSerial"
    },
    "fontStacks": {
      "heading": [
        "gascogneSerial",
        "system-ui",
        "sans-serif"
      ],
      "body": [
        "Instrument Sans",
        "system-ui",
        "sans-serif"
      ],
      "paragraph": [
        "Instrument Sans",
        "system-ui",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "60px",
      "h2": "48px",
      "body": "20px"
    }
  },
  "spacing": {
    "baseUnit": 8,
    "borderRadius": "0px"
  },
  "components": {
    "input": {
      "background": "#FBF8F5",
      "textColor": "#FFFFFF",
      "borderColor": "#FBF9F6",
      "borderRadius": "33554400px",
      "borderRadiusCorners": {
        "topLeft": "33554400px",
        "topRight": "33554400px",
        "bottomRight": "33554400px",
        "bottomLeft": "33554400px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#FC9082",
      "textColor": "#062A2F",
      "borderRadius": "33554400px",
      "borderRadiusCorners": {
        "topLeft": "33554400px",
        "topRight": "33554400px",
        "bottomRight": "33554400px",
        "bottomLeft": "33554400px"
      },
      "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 4px 6px -1px, rgba(0, 0, 0, 0.1) 0px 2px 4px -2px"
    },
    "buttonSecondary": {
      "background": "#2C9C88",
      "textColor": "#FFFFFF",
      "borderRadius": "33554400px",
      "borderRadiusCorners": {
        "topLeft": "33554400px",
        "topRight": "33554400px",
        "bottomRight": "33554400px",
        "bottomLeft": "33554400px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://averyiq.com/avery-full-inverse.svg",
    "favicon": "https://averyiq.com/favicon.ico?favicon.0e8_vkkv63vy9.ico",
    "ogImage": "https://averyiq.com/og-image-avery.jpg",
    "logoHref": "/",
    "logoAlt": "Avery"
  },
  "__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 'Avery'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "Get Started",
      "reasoning": "Button #0 with text 'Get Started' uses a vibrant brand color (#FC9082) and action-oriented text, making it the primary CTA."
    },
    "secondary": {
      "index": 2,
      "text": "Subscribe",
      "reasoning": "Button #3 'Subscribe' uses a different vibrant color (#2C9C88) and serves as a secondary action, complementing the primary CTA."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "property managers and real estate professionals"
  },
  "designSystem": {
    "framework": "tailwind",
    "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 'Avery'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```