Equals Brand: Colors, Fonts, Logo & Visual Identity

Equals Brand Identity

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

Primary

Color: #B074CE

Accent

Color: #B074CE

Body Font

Font: Unica77

Heading

Font: Unica77

Color Palette

Brand palette extracted from https://equals.com/

Primary: #B074CE
rgb(176, 116, 206)
Secondary: #8800B5
rgb(136, 0, 181)
Accent: #B074CE
rgb(176, 116, 206)
Background: #FAF9F5
rgb(250, 249, 245)
Text Primary: #000000
rgb(0, 0, 0)
Link: #FFCC00
rgb(255, 204, 0)

Typography

Each font links to its Google Fonts page where available.

Primary: Unica77
View on Google Fonts →
Heading: Unica77
View on Google Fonts →
Fallback: Serrif Condensed, serif

Not found on Google Fonts? Agent Instructions that you can 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" (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.

Visual Assets

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UI Components

Live previews rendered using Equals's actual button styles.

Input
Background: transparent
Text Color: #000000
Border Color: null
Border Radius: 0px
Shadow: none
Button Primary
Background: #B074CE
Text Color: #FFFFFF
Border Radius: 60px
Shadow: none
Button Secondary
Background: #FAF9F5
Text Color: #000000
Border Radius: 0px
Shadow: none

Brand Personality

Tone: modern
Energy: medium
Audience: business professionals

Equals Brand in the Wild

Source: wrap-text.equals.com

Frequently Asked Questions

What is Equals's primary brand color?
Equals's primary brand color is #B074CE. It anchors the visual identity across their website, product UI, and marketing materials.
What font does Equals use?
Equals uses Unica77 as the primary typeface across body and headings.
Does Equals use a light or dark theme?
Equals's primary site uses a light color scheme, with a background of #FAF9F5.
Where can I find Equals's logo?
Equals's logo is available directly on their site (https://equals.com/). The current logo URL is included in the machine-readable JSON profile linked above.
How was this brand profile generated?
This profile was extracted from https://equals.com/ using the Firecrawl branding extraction API, which inspects the live page's CSS, fonts, color tokens, and component styles. It is not affiliated with or endorsed by Equals.

Methodology

Brand data on this page was extracted from https://equals.com/ on 2026-07-27 using the Firecrawl branding extraction API. Brand-in-the-wild images were sourced via Google Image Search restricted to ad/webinar/report queries and link out to their original third-party publishers; we link to the source rather than re-hosting third-party content. This page is published by CharacterQuilt and is not affiliated with or endorsed by Equals.