DiligenceSquared Brand Identity

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

• Page: https://characterquilt.com/branding/diligencesquared
• Machine-readable JSON: https://characterquilt.com/branding/diligencesquared.json

Quick Facts

Color Palette

• primary: #397681
• secondary: #0000EE
• accent: #397681
• background: #FFFFFF
• textPrimary: #233940
• link: #233940

Typography

• primary: Source Serif 4 — https://fonts.google.com/specimen/Source+Serif+4
• heading: Geist — https://fonts.google.com/specimen/Geist

Visual Assets

• Logo:
• Favicon:

UI Components

• buttonPrimary: background=#397681, textColor=#0000EE, borderRadius=4px, shadow=none
• buttonSecondary: background=#FFFFFF, textColor=#0000EE, borderRadius=99px, shadow=rgba(36, 114, 163, 0.2) 0px 0px 16px 0px

Brand Personality

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

DiligenceSquared Brand in the Wild

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

• Contact | DiligenceSquared
  • Image:
  • Source: https://www.diligencesquared.com/contact
• Home | DiligenceSquared
  • Image:
  • Source: https://www.diligencesquared.com/
• Team | DiligenceSquared
  • Image:
  • Source: https://www.diligencesquared.com/team
• Team | DiligenceSquared
  • Image:
  • Source: https://www.diligencesquared.com/team
• Home | DiligenceSquared
  • Image:
  • Source: https://www.diligencesquared.com/
• Home | DiligenceSquared
  • Image:
  • Source: https://www.diligencesquared.com/

Working with these fonts

Not found on Google 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": "Geist",
      "role": "heading"
    },
    {
      "family": "Source Serif 4",
      "role": "body"
    },
    {
      "family": "Inter",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#397681",
    "secondary": "#0000EE",
    "accent": "#397681",
    "background": "#FFFFFF",
    "textPrimary": "#233940",
    "link": "#233940"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Source Serif 4",
      "heading": "Geist"
    },
    "fontStacks": {
      "heading": [
        "Source Serif 4",
        "serif"
      ],
      "body": [
        "sans-serif"
      ],
      "paragraph": [
        "Geist",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "48px",
      "h2": "30px",
      "body": "14px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#397681",
      "textColor": "#0000EE",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#0000EE",
      "borderRadius": "99px",
      "borderRadiusCorners": {
        "topLeft": "99px",
        "topRight": "99px",
        "bottomRight": "99px",
        "bottomLeft": "99px"
      },
      "shadow": "rgba(36, 114, 163, 0.2) 0px 0px 16px 0px"
    }
  },
  "images": {
    "logo": "https://framerusercontent.com/images/xjyWYSGLoKfeuOsoARdehWMm5aE.svg?width=175&height=32",
    "favicon": "https://framerusercontent.com/images/SpZ9jLEmgWHfA4vq5oEmDwrwDc.svg",
    "ogImage": null,
    "logoHref": "./"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is located in the header, links to the homepage, and is visible with a medium size, making it the primary brand logo.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "Request a Demo",
      "reasoning": "The 'Request a Demo' button is likely the primary CTA due to its action-oriented text and vibrant brand color (#397681), which aligns with the site's primary color scheme."
    },
    "secondary": {
      "index": 2,
      "text": "$5M raised from",
      "reasoning": "The '$5M raised from' button is secondary as it has a different background color (#FFFFFF) and serves a less direct call-to-action purpose."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "business professionals"
  },
  "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 located in the header, links to the homepage, and is visible with a medium size, making it the primary brand logo.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}