f2.json

F2 Brand Identity

A complete profile of F2's visual system — colors, typography, components, and personality — extracted from http://f2.ai. Built for designers, agents, and AI tools.

Quick Facts

Field Value
Primary #F04F22
Accent #F87171
Body Font Bureau Sans
Heading Font Bureau Serif

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Tone: professional · Energy: medium · Audience: private markets investors

F2 Brand in the Wild

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

Working with these fonts

Not found on Google Fonts? 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

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Bureau Sans",
      "role": "body"
    },
    {
      "family": "Bureau Serif",
      "role": "heading"
    },
    {
      "family": "Georgia",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#F04F22",
    "secondary": "#0F766E",
    "accent": "#F87171",
    "background": "#000000",
    "textPrimary": "#000000",
    "link": "#F87171"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Bureau Sans",
      "heading": "Bureau Serif"
    },
    "fontStacks": {
      "heading": [
        "Bureau Serif",
        "ui-serif",
        "Georgia",
        "serif"
      ],
      "body": [
        "Bureau Sans",
        "ui-sans-serif",
        "system-ui",
        "sans-serif"
      ],
      "paragraph": [
        "Bureau Sans",
        "ui-sans-serif",
        "system-ui",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "64px",
      "h2": "48px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 12,
    "borderRadius": "0px"
  },
  "components": {
    "input": {
      "background": "#1A1A1A",
      "textColor": "#A1A1A1",
      "borderColor": "#333333",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, lab(66.128 -0.0000298023 0.0000119209) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px"
    },
    "buttonPrimary": {
      "background": "#E5E5E5",
      "textColor": "#171717",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#000000",
      "textColor": "#FAFAFA",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20width%3D%2226%22%20height%3D%2219%22%20viewBox%3D%220%200%2026%2019%22%20fill%3D%22none%22%20role%3D%22img%22%20aria-label%3D%22F2%20logo%22%20class%3D%22w-full%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill%3D%22%23fff%22%20d%3D%22M.736%2018.5V.902h11.273v2.672H3.924v4.778h7.312v2.672H3.924V18.5H.736Zm12.796%200v-2.303l6.11-5.989a28.8%2028.8%200%200%200%201.46-1.572c.39-.459.682-.903.877-1.332a3.29%203.29%200%200%200%20.292-1.375c0-.556-.126-1.031-.378-1.427a2.514%202.514%200%200%200-1.04-.928c-.441-.217-.942-.326-1.504-.326-.578%200-1.085.12-1.52.36-.436.236-.774.57-1.015%201.006-.235.436-.352.954-.352%201.555H13.43c0-1.117.255-2.088.765-2.912a5.161%205.161%200%200%201%202.105-1.917c.9-.452%201.93-.678%203.093-.678%201.18%200%202.217.22%203.11.661.894.441%201.588%201.046%202.08%201.813.499.768.748%201.644.748%202.63a5.23%205.23%200%200%201-.378%201.942c-.252.635-.696%201.34-1.332%202.113-.63.774-1.515%201.71-2.655%202.81l-3.034%203.085v.12h7.665V18.5H13.532Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3C%2Fsvg%3E",
    "favicon": "https://f2.ai/favicon.ico?favicon.0-knztqiewf6b.ico",
    "ogImage": "https://cdn.sanity.io/images/wo1cdvoc/production/27e5248fd86cd051fd6b3d5066c7fd322de0428a-2048x1152.png",
    "logoHref": "/",
    "logoAlt": "F2 logo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, and links to the homepage, matching the brand 'F2'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Book a demo",
      "reasoning": "The 'Book a demo' button is likely the primary CTA due to its distinct background color (#E5E5E5) and action-oriented text, which suggests a direct engagement with the platform."
    },
    "secondary": {
      "index": 3,
      "text": "Private credit",
      "reasoning": "The 'Private credit' button is selected as secondary due to its different background color group (#000000) and less direct action-oriented text compared to the primary CTA."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "private markets investors"
  },
  "designSystem": {
    "framework": "tailwind",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.9,
    "overall": 0.9
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 0,
        "selectedLogoReasoning": "Selected #0 because it is visible, located in the header, and links to the homepage, matching the brand 'F2'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}