figma.json

Figma Brand Identity

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

Quick Facts

Field Value
Primary #697485
Accent #4D49FC
Body Font Figma Sans
Heading Font SF Pro Display

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Tone: modern · Energy: high · Audience: design professionals and teams

Figma Brand in the Wild

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

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

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Figma Sans",
      "role": "body"
    },
    {
      "family": "SF Pro Display",
      "role": "heading"
    },
    {
      "family": "Figma Mono",
      "role": "monospace"
    }
  ],
  "colors": {
    "primary": "#697485",
    "secondary": "#F3FFE3",
    "accent": "#4D49FC",
    "background": "#FFFFFF",
    "textPrimary": "#000000",
    "link": "#4D49FC"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Figma Sans",
      "heading": "SF Pro Display"
    },
    "fontStacks": {
      "heading": [
        "figmaSans",
        "figmaSans Fallback",
        "SF Pro Display",
        "system-ui",
        "helvetica",
        "sans-serif"
      ],
      "body": [
        "figmaSans",
        "figmaSans Fallback",
        "SF Pro Display",
        "system-ui",
        "helvetica",
        "sans-serif"
      ],
      "paragraph": [
        "figmaSans",
        "figmaSans Fallback",
        "SF Pro Display",
        "system-ui",
        "helvetica",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "86px",
      "h2": "18px",
      "body": "20px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "8px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#4D49FC",
      "textColor": "#FFFFFF",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#000000",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "rgb(0, 0, 0) 0px 0px 0px 1px inset"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20width%3D%22480%22%20height%3D%22720%22%20fill%3D%22none%22%20viewBox%3D%220%200%20480%20720%22%20aria-label%3D%22Homepage%22%20class%3D%22fig-7vzs6a%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill%3D%22%2324CB71%22%20d%3D%22M0%20600c0-66.274%2053.726-120%20120-120h120v120c0%2066.274-53.726%20120-120%20120S0%20666.274%200%20600%22%20style%3D%22fill%3A%20rgb(36%2C%20203%2C%20113)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22%23FF7237%22%20d%3D%22M240%200v240h120c66.274%200%20120-53.726%20120-120S426.274%200%20360%200z%22%20style%3D%22fill%3A%20rgb(255%2C%20114%2C%2055)%20!important%3B%22%2F%3E%3Ccircle%20cx%3D%22359%22%20cy%3D%22360%22%20r%3D%22120%22%20fill%3D%22%2300B6FF%22%20style%3D%22fill%3A%20rgb(0%2C%20182%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22%23FF3737%22%20d%3D%22M0%20120c0%2066.274%2053.726%20120%20120%20120h120V0H120C53.726%200%200%2053.726%200%20120%22%20style%3D%22fill%3A%20rgb(255%2C%2055%2C%2055)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22%23874FFF%22%20d%3D%22M0%20360c0%2066.274%2053.726%20120%20120%20120h120V240H120C53.726%20240%200%20293.726%200%20360%22%20style%3D%22fill%3A%20rgb(135%2C%2079%2C%20255)%20!important%3B%22%2F%3E%3C%2Fsvg%3E",
    "favicon": "https://static.figma.com/app/icon/2/icon-128.png",
    "ogImage": "https://cdn.sanity.io/images/599r6htc/regionalized/342e17642c7afa81206490b0dd21c3e5724ae040-2400x1260.png?w=1200&q=70&fit=max&auto=format",
    "logoHref": "https://www.figma.com/",
    "logoAlt": "Homepage"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Figma'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 3,
      "text": "Get started",
      "reasoning": "Button #3 uses the vibrant brand color #4D49FC, which is a strong indicator of a primary CTA. The text 'Get started' is action-oriented, making it suitable as the main call-to-action."
    },
    "secondary": {
      "index": 4,
      "text": "Contact sales",
      "reasoning": "Button #4 has a different background color (#FFFFFF) and offers a secondary action 'Contact sales', which complements the primary CTA."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "high",
    "targetAudience": "design professionals and teams"
  },
  "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 visible, located in the header, links to the homepage, and matches the brand name 'Figma'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}