# Concord Materials Brand Identity

A complete profile of **Concord Materials**'s visual system — colors, typography, components, and personality.

## Quick Facts

| Field | Value |
|---|---|
| Primary | #B1B5D3 |
| Accent | #52BD95 |
| Body Font | Lato |
| Heading Font | Lato |

## Color Palette

- primary: #B1B5D3
- secondary: #211E32
- accent: #52BD95
- background: #FFFFFF
- textPrimary: #000000
- link: #52BD95

## Typography

- primary: Lato — [Lato on Google Fonts](https://fonts.google.com/specimen/Lato)
- heading: Lato — [Lato on Google Fonts](https://fonts.google.com/specimen/Lato)

## Visual Assets

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

## UI Components

- input: background=transparent, textColor=#424242, borderColor=null, borderRadius=0px, shadow=none
- buttonPrimary: background=#52BD95, textColor=#FFFFFF, borderRadius=4px, shadow=rgba(17, 17, 17, 0.04) 0px 2px 4px 0px, rgba(33, 33, 33, 0.08) 0px 8px 32px 0px
- buttonSecondary: background=#1090FF, textColor=#FFFFFF, borderColor=#1090FF, borderRadius=4px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: construction industry professionals

## Concord Materials Brand in the Wild

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

- **Concord Materials**  
  - Image:   
  - Source: [Concord Materials](https://www.concordmaterials.com/)  
- **Concord Materials**  
  - Image:   
  - Source: [Concord Materials](https://www.concordmaterials.com/)  
- **Concord Materials**  
  - Image:   
  - Source: [Concord Materials](https://www.concordmaterials.com/)  
- **Concord Materials**  
  - Image:   
  - Source: [Concord Materials](https://www.concordmaterials.com/)  
- **Concord Materials**  
  - Image:   
  - Source: [Concord Materials](https://www.concordmaterials.com/)  
- **Concord Materials - Rock Demo Day 2021**  
  - Image:   
  - Source: [YouTube](https://www.youtube.com/watch?v=VrPonKmafqM)

## Working with these fonts

Not found on Google Fonts? Steps to follow 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".
3. Hard-reload the page and click around to capture specific font URL.
4. For each font URL: right-click → Save As to download the file locally.
5. View the page's CSS and copy the matching @font-face declarations.

## Machine-Readable Profile

```json
{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Lato",
      "role": "body"
    },
    {
      "family": "Roboto",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#B1B5D3",
    "secondary": "#211E32",
    "accent": "#52BD95",
    "background": "#FFFFFF",
    "textPrimary": "#000000",
    "link": "#52BD95"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Lato",
      "heading": "Lato"
    },
    "fontStacks": {
      "heading": [
        "Lato"
      ],
      "body": [
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Helvetica Neue",
        "Arial",
        "Noto Sans",
        "Liberation Sans",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ],
      "paragraph": [
        "Lato"
      ]
    },
    "fontSizes": {
      "h1": "48px",
      "h2": "36px",
      "body": "30px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#424242",
      "borderColor": null,
      "borderRadius": "0px",
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#52BD95",
      "textColor": "#FFFFFF",
      "borderRadius": "4px",
      "shadow": "rgba(17, 17, 17, 0.04) 0px 2px 4px 0px, rgba(33, 33, 33, 0.08) 0px 8px 32px 0px"
    },
    "buttonSecondary": {
      "background": "#1090FF",
      "textColor": "#FFFFFF",
      "borderColor": "#1090FF",
      "borderRadius": "4px",
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://assets.softr-files.com/applications/cdaf4107-cea4-4a72-8fdf-c4b253a24788/assets/722905e7-e285-4397-8776-1d54a7a6c5d6.svg",
    "favicon": "https://www.concordmaterials.com/favicon.ico",
    "ogImage": "https://assets.softr-files.com/assets/images/random/og_default_image.png",
    "logoHref": "/",
    "logoAlt": "Home Link"
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "construction industry professionals"
  },
  "designSystem": {
    "framework": "material",
    "componentLibrary": ""
  }
}
```