# Directed Edge Brand Identity

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

---

## Quick Facts

| Field   | Value    |
|---------|----------|
| Primary | #0088CC  |
| Accent  | #006DCC  |
| Body Font   | Helvetica Neue |
| Heading Font | Helvetica Neue |

## Color Palette

- primary: #0088CC
- secondary: #B94A48
- accent: #006DCC
- background: #F9F9F9
- textPrimary: #999999
- link: #006DCC

## Typography

- primary: Helvetica Neue — https://fonts.google.com/specimen/Helvetica+Neue
- heading: Helvetica Neue — https://fonts.google.com/specimen/Helvetica+Neue

## Visual Assets

- Logo:

## UI Components

- buttonPrimary: background=#006DCC, textColor=#FFFFFF, borderColor=#E0E0E0, borderRadius=4px, shadow=rgba(255, 255, 255, 0.2) 0px 1px 0px 0px inset, rgba(0, 0, 0, 0.05) 0px 1px 2px 0px

## Brand Personality

Tone: professional · Energy: medium · Audience: businesses using Shopify

## Directed Edge Brand in the Wild

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

- **Directed Edge - Home**  
  - Image:   
  - Source: [Directed Edge](https://www.directededge.com/)
- **Directed Edge - Blog - Facebook's news feed: The beginning of a recommendations dominated web**  
  - Image:   
  - Source: [Link](https://blog.directededge.com/2009/10/23/facebooks-news-feed-the-beginning-of-a-recommendations-dominated-web/)
- **Directed Edge - Home**  
  - Image:   
  - Source: [Directed Edge](https://www.directededge.com/)
- **Directed Edge - Blog - Related Pages on Wikipedia via our web services API.**  
  - Image:   
  - Source: [Link](https://blog.directededge.com/2008/08/23/related-pages-on-wikipedia/)
- **Directed Edge - Home**  
  - Image:   
  - Source: [Directed Edge](https://www.directededge.com/)
- **Directed Edge - Blog - Directed Edge delivering 33% of revenue for The Market Quarter**  
  - Image:   
  - Source: [Link](https://blog.directededge.com/2010/06/16/directed-edge-delivering-33-of-revenue-for-the-market-quarte/)

## 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": "Helvetica Neue",
 "role": "body"
 }
],
 "colors": {
 "primary": "#0088CC",
 "secondary": "#B94A48",
 "accent": "#006DCC",
 "background": "#F9F9F9",
 "textPrimary": "#999999",
 "link": "#006DCC"
 },
 "typography": {
 "fontFamilies": {
 "primary": "Helvetica Neue",
 "heading": "Helvetica Neue"
 },
 "fontStacks": {
 "heading": [
 "Helvetica Neue",
 "Helvetica",
 "Arial",
 "sans-serif"
 ],
 "body": [
 "Helvetica Neue",
 "Helvetica",
 "Arial",
 "sans-serif"
 ],
 "paragraph": [
 "Helvetica Neue",
 "Helvetica",
 "Arial",
 "sans-serif"
 ]
 },
 "fontSizes": {
 "h1": "30px",
 "h2": "30px",
 "body": "15.6px"
 }
 },
 "spacing": {
 "baseUnit": 4,
 "borderRadius": "4px"
 },
 "components": {
 "buttonPrimary": {
 "background": "#006DCC",
 "textColor": "#FFFFFF",
 "borderColor": "#E0E0E0",
 "borderRadius": "4px",
 "borderRadiusCorners": {
 "topLeft": "4px",
 "topRight": "4px",
 "bottomRight": "4px",
 "bottomLeft": "4px"
 },
 "shadow": "rgba(255, 255, 255, 0.2) 0px 1px 0px 0px inset, rgba(0, 0, 0, 0.05) 0px 1px 2px 0px"
 }
 },
 "images": {
 "logo": "https://www.directededge.com/images/directededge-logo.png",
 "favicon": null,
 "ogImage": null,
 "logoHref": "https://www.directededge.com/",
 "logoAlt": "Directed Edge"
 },
 "__llm_logo_reasoning": {
 "selectedIndex": 0,
 "reasoning": "Selected #0 because it is visible, medium-sized, and matches the brand name 'Directed Edge'. It links to the homepage, which is a strong indicator of being the primary brand logo.",
 "confidence": 0.9,
 "source": "llm"
 },
 "__llm_button_reasoning": {
 "primary": {
 "index": 0,
 "text": "Sign up in Shopify's App Store",
 "reasoning": "The button uses a vibrant blue color (#006DCC) which is a strong indicator of a primary call-to-action. The text 'Sign up in Shopify's App Store' is action-oriented, further supporting its role as the primary CTA."
 },
 "secondary": {
 "index": -1,
 "text": "N/A",
 "reasoning": "There is only one button detected, so no secondary button is available with a different color."
 },
 "confidence": 0.95
 },
 "personality": {
 "tone": "professional",
 "energy": "medium",
 "targetAudience": "businesses using Shopify"
 },
 "designSystem": {
 "framework": "bootstrap",
 "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, medium-sized, and matches the brand name 'Directed Edge'. It links to the homepage, which is a strong indicator of being the primary brand logo.",
 "confidence": 0.9
 }
 },
 "buttonClassification": {
 "llmCalled": true,
 "llmSucceeded": true
 }
 }
}
```