# Clarus Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #0000EE |
| Accent | #104127 |
| Body Font | Inter |
| Heading Font | Inter Display |

## Color Palette

- primary: #0000EE
- accent: #104127
- background: #FFFFFF
- textPrimary: #000000
- link: #104127

## Typography

- primary: Inter — https://fonts.google.com/specimen/Inter
- heading: Inter Display — https://fonts.google.com/specimen/Inter+Display

## Visual Assets

- Favicon: https://framerusercontent.com/images/lnC3jaAlbzMGgHEabkHll0mTmxE.png
- Social card (og:image): https://framerusercontent.com/images/lnC3jaAlbzMGgHEabkHll0mTmxE.png

## UI Components

- buttonPrimary: background=#000000, textColor=#0000EE, borderRadius=48px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#0000EE, borderRadius=48px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: financial professionals

## Clarus Brand in the Wild

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

- **Clarus**
  - Image: https://framerusercontent.com/images/d9OQlTNnIQ6kiKlXx9IY3LFkbk.png?width=3121&height=890
  - Source: https://clarus.finance/
- **1951 PAPER AD Clarus 35MM Camera Telephoto Lens Flexaret III Reflex Meopla  Ansco | eBay**
  - Image: https://i.ebayimg.com/images/g/rVgAAOSwpcxZy8Z7/s-l400.jpg
  - Source: https://www.ebay.com/itm/152719678896
- **ZEISS CLARUS 500 – Exporting & Printing**
  - Image: https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/product-insights/clarus/clarus_article2.jpg
  - Source: https://www.zeiss.com/meditec/en/myzeiss/product-training/clarus/exporting-printing.html
- **Clarus Website Template | Landing Page Builder**
  - Image: https://i.ytimg.com/vi/CluVGS25Kb0/maxresdefault.jpg
  - Source: https://www.youtube.com/watch?v=CluVGS25Kb0
- **The SKYWORTH Clarus Outdoor TV, the World's First Outdoor Google TV™ device  Launching 1st Half 2023**
  - Image: https://mma.prnewswire.com/media/1970262/SKYWORTH_Clarus_Outdoor_TV_World_s_First_Outdoor_Google_TV__device.jpg?p=twitter
  - Source: https://www.prnewswire.com/news-releases/the-skyworth-clarus-outdoor-tv-the-worlds-first-outdoor-google-tv-device-launching-1st-half-2023-301705167.html
- **Clarus (NASDAQ:CLAR) Misses Q4 CY2025 Revenue Estimates**
  - Image: https://s.yimg.com/ny/api/res/1.2/7Agoo_58f3_ZaCWKnBUoWQ--/YXBwaWQ9aGlnaGxhbmRlcjt3PTEyMDA7aD02MDA-/https://media.zenfs.com/en/stockstory_922/9cdc923be9daca7ea592dcd6b154d712
  - Source: https://finance.yahoo.com/news/clarus-nasdaq-clar-misses-q4-212517000.html

## 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

```json
{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Inter Display",
      "role": "heading"
    },
    {
      "family": "Inter",
      "role": "body"
    },
    {
      "family": "Georgia",
      "role": "unknown"
    },
    {
      "family": "Geist",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#0000EE",
    "accent": "#104127",
    "background": "#FFFFFF",
    "textPrimary": "#000000",
    "link": "#104127"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Inter",
      "heading": "Inter Display"
    },
    "fontStacks": {
      "heading": [
        "Georgia",
        "sans-serif"
      ],
      "body": [
        "sans-serif"
      ],
      "paragraph": [
        "Georgia",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "72px",
      "h2": "37px",
      "body": "35px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#000000",
      "textColor": "#0000EE",
      "borderRadius": "48px",
      "borderRadiusCorners": {
        "topLeft": "48px",
        "topRight": "48px",
        "bottomRight": "48px",
        "bottomLeft": "48px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#0000EE",
      "borderRadius": "48px",
      "borderRadiusCorners": {
        "topLeft": "48px",
        "topRight": "48px",
        "bottomRight": "48px",
        "bottomLeft": "48px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": null,
    "favicon": "https://framerusercontent.com/images/lnC3jaAlbzMGgHEabkHll0mTmxE.png",
    "ogImage": "https://framerusercontent.com/images/lnC3jaAlbzMGgHEabkHll0mTmxE.png"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "get started",
      "reasoning": "Button #0 has a dark background (#000000) which contrasts strongly with the page's light theme, making it stand out as a primary CTA. The text 'get started' is action-oriented, reinforcing its role as a primary button."
    },
    "secondary": {
      "index": 1,
      "text": "get started",
      "reasoning": "Button #1 has a light background (#FFFFFF), which is less prominent compared to the dark background of Button #0. This makes it suitable as a secondary button, providing a less dominant visual cue."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "financial professionals"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.95,
    "colors": 0.9,
    "overall": 0.925
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": false,
      "llmSucceeded": false,
      "finalSource": "none"
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```