Blue Onion Brand Identity

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

Quick Facts

Color Palette

• primary: #FFE32C
• secondary: #569EFF
• accent: #FFE32C
• background: #FFFFFF
• textPrimary: #152462
• link: #152462

Typography

• primary: Host Grotesk — https://fonts.google.com/specimen/Host+Grotesk
• heading: Plus Jakarta Display — https://fonts.google.com/specimen/Plus+Jakarta+Display

Visual Assets

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

UI Components

• buttonPrimary: background=#FFE32C, textColor=#0000EE, borderRadius=5px, shadow=none
• buttonSecondary: background=#569EFF, textColor=#0000EE, borderRadius=5px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: retail & ecommerce businesses

Blue Onion Brand in the Wild

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

• How to Think About AI Adoption: A Practical Framework for Finance Teams
  • Image: .png)
  • Source: Blog Post
• How to Ask for More Resources at Work in a Corporate Setting
  • Image:
  • Source: Blog Post
• Making Daily Close a Reality: Announcing our Series A
  • Image:
  • Source: Blog Post
• The Essential Checklist for FP&A Teams in Retail Ecommerce: A CTO's Guide
  • Image:
  • Source: Blog Post
• Register for the Every Day Summit hosted by Blue Onion
  • Image:
  • Source: Event Registration
• Key Recommendations to Increase Productivity for Hybrid & Remote Work
  • Image:
  • Source: Blog Post

Working with these fonts

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

CharacterQuilt.com suggests this flow that can help:

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.

Programmatic alternative: load the URL with Playwright or Puppeteer, listen for response events whose Content-Type starts with font/, and write the body to disk. The CSS extraction step is the same.

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": "light",
 "fonts": [
 {"family": "Plus Jakarta Display","role": "display"},
 {"family": "Host Grotesk","role": "body"}
 ],
 "colors": {
 "primary": "#FFE32C",
 "secondary": "#569EFF",
 "accent": "#FFE32C",
 "background": "#FFFFFF",
 "textPrimary": "#152462",
 "link": "#152462"
 },
 "typography": {
 "fontFamilies": {
 "primary": "Host Grotesk",
 "heading": "Plus Jakarta Display"
 },
 "fontStacks": {
 "heading": ["Hostgrotesk","Arial","sans-serif"],
 "body": ["Plusjakartadisplay","sans-serif"],
 "paragraph": ["Plusjakartadisplay","sans-serif"]
 },
 "fontSizes": {
 "h1": "56px",
 "h2": "54px",
 "body": "16px"
 }
 },
 "spacing": {
 "baseUnit": 4,
 "borderRadius": "12px"
 },
 "components": {
 "buttonPrimary": {
 "background": "#FFE32C",
 "textColor": "#0000EE",
 "borderRadius": "5px",
 "borderRadiusCorners": {
 "topLeft": "5px",
 "topRight": "5px",
 "bottomRight": "5px",
 "bottomLeft": "5px"
 },
 "shadow": "none"
 },
 "buttonSecondary": {
 "background": "#569EFF",
 "textColor": "#0000EE",
 "borderRadius": "5px",
 "borderRadiusCorners": {
 "topLeft": "5px",
 "topRight": "5px",
 "bottomRight": "5px",
 "bottomLeft": "5px"
 },
 "shadow": "none"
 }
 },
 "images": {
 "logo": "https://cdn.prod.website-files.com/61dc98856049676bd9b4ceeb/6776691d3ee9c1f1faa13057_Blue%20Onion%20Logo%20Nav%402x.svg",
 "favicon": "https://cdn.prod.website-files.com/61dc98856049676bd9b4ceeb/6777af29202d5aa733c9e526_Group%20469367%402x.png",
 "ogImage": "https://cdn.prod.website-files.com/61dc98856049676bd9b4ceeb/691cdf0e7a88a6325a7307da_Blue%20Onion%20Vertical%20Lockup%20Blue.jpg"
 },
 "__llm_logo_reasoning": {
 "selectedIndex": 0,
 "reasoning": "Logo rejected: Red flags detected (menu word). Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Blue Onion'.",
 "confidence": 0.9,
 "rejected": true,
 "source": "llm"
 },
 "__llm_button_reasoning": {
 "primary": {
 "index": 0,
 "text": "Request a demo",
 "reasoning": "Button #7 with text 'Request a demo' is a strong call-to-action, using the vibrant accent color #FFE32C, which aligns with the brand's primary action focus."
 },
 "secondary": {
 "index": 8,
 "text": "Read More",
 "reasoning": "Button #0 with text 'Read More' uses a different color group (#569EFF) and serves as a secondary action, providing additional information."
 },
 "confidence": 0.95
 },
 "personality": {
 "tone": "professional",
 "energy": "medium",
 "targetAudience": "retail & ecommerce businesses"
 },
 "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 'Blue Onion'.",
 "confidence": 0.9
 }
 },
 "buttonClassification": {
 "llmCalled": true,
 "llmSucceeded": true
 }
 }
}