Formal Brand Identity

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

Quick Facts

Color Palette

• primary: #44445C
• secondary: #1A1A2E
• accent: #254BB0
• background: #FFFFFF
• textPrimary: #254BB0
• link: #254BB0

Typography

• primary: JetBrains Mono — https://fonts.google.com/specimen/JetBrains+Mono
• heading: JetBrains Mono — https://fonts.google.com/specimen/JetBrains+Mono

Visual Assets

• Favicon: https://formal.ai/favicon.png
• Social card (og:image): https://www.formal.ai/og-image.png

UI Components

• buttonPrimary: background=#254BB0, textColor=#FFFFFF, borderColor=#254BB0, borderRadius=0px, shadow=none
• buttonSecondary: background=#FFFFFF, textColor=#44445C, borderColor=#D4D4DE, borderRadius=0px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: businesses seeking data security solutions

Formal Brand in the Wild

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

• The Permission Pitfall: Securing MCP Servers Without Limiting Value - Formal
  • Image:
  • Source: Link
• Allowlisting Some Bash Commands is Often the Same as Allowlisting All with Claude Code - Formal
  • Image:
  • Source: Link

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": "JetBrains Mono",
 "role": "monospace"
 }
 ],
 "colors": {
 "primary": "#44445C",
 "secondary": "#1A1A2E",
 "accent": "#254BB0",
 "background": "#FFFFFF",
 "textPrimary": "#254BB0",
 "link": "#254BB0"
 },
 "typography": {
 "fontFamilies": {
 "primary": "JetBrains Mono",
 "heading": "JetBrains Mono"
 },
 "fontStacks": {
 "heading": [
 "JetBrains Mono",
 "Berkeley Mono",
 "SF Mono",
 "Cascadia Code",
 "Fira Code",
 "monospace"
 ],
 "body": [
 "JetBrains Mono",
 "Berkeley Mono",
 "SF Mono",
 "Cascadia Code",
 "Fira Code",
 "monospace"
 ],
 "paragraph": [
 "JetBrains Mono",
 "Berkeley Mono",
 "SF Mono",
 "Cascadia Code",
 "Fira Code",
 "monospace"
 ]
 },
 "fontSizes": {
 "h1": "30px",
 "h2": "24px",
 "body": "15px"
 }
 },
 "spacing": {
 "baseUnit": 4,
 "borderRadius": "0px"
 },
 "components": {
 "buttonPrimary": {
 "background": "#254BB0",
 "textColor": "#FFFFFF",
 "borderColor": "#254BB0",
 "borderRadius": "0px",
 "borderRadiusCorners": {
 "topLeft": "0px",
 "topRight": "0px",
 "bottomRight": "0px",
 "bottomLeft": "0px"
 },
 "shadow": "none"
 },
 "buttonSecondary": {
 "background": "#FFFFFF",
 "textColor": "#44445C",
 "borderColor": "#D4D4DE",
 "borderRadius": "0px",
 "borderRadiusCorners": {
 "topLeft": "0px",
 "topRight": "0px",
 "bottomRight": "0px",
 "bottomLeft": "0px"
 },
 "shadow": "none"
 }
 },
 "images": {
 "favicon": "https://formal.ai/favicon.png",
 "ogImage": "https://www.formal.ai/og-image.png"
 },
 "personality": {
 "tone": "professional",
 "energy": "medium",
 "targetAudience": "businesses seeking data security solutions"
 },
 "designSystem": {
 "framework": "custom",
 "componentLibrary": ""
 },
 "confidence": {
 "buttons": 0.95,
 "colors": 0.9,
 "overall": 0.925
 }
}