Framer Brand Identity

A complete profile of Framer's visual system — colors, typography, components, and personality.

Quick Facts

Color Palette

• primary: #0000EE
• secondary: #35E2EB
• accent: #0099FF
• background: #000000
• textPrimary: #000000
• link: #0099FF

Typography

• primary: Inter Variable — Google Fonts
• heading: GT Walsheim Framer Medium — Google Fonts

Visual Assets

• Logo: data:image/svg+xml;charset=utf-8,%3Csvg%20xmlns%3D%2522http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%2522%20xmlns%3Axlink%3D%2522http%3A%2F%2Fwww.w3.org%2F1999%2Fxlink%2522%20viewBox%3D%25220%200%2016%2024%2522%20overflow%3D%2522visible%2522%3E%3Cpath%20d%3D%2522M%2016%200%20L%2016%208%20L%208%208%20L%200%200%20Z%20M%200%208%20L%208%208%20L%2016%2016%20L%208%2016%20L%208%2024%20L%200%2016%20Z%2522%20fill%3D%2522rgb(255%2C%20255%2C%20255)%2522%3E%3C%2Fpath%3E%3C%2Fsvg%3E
• Favicon: Favicon Image
• Social card (og:image): Social Card Image

UI Components

• buttonPrimary: background=#FFFFFF, textColor=#0000EE, borderRadius=100px, shadow=none
• buttonSecondary: background=#262626, textColor=#0000EE, borderRadius=100px, shadow=none

Brand Personality

Tone: modern · Energy: high · Audience: designers and creatives

Framer Brand in the Wild

• Framer vs Claude Code: Vibe Coding Speed vs Design Control
  • Image: Framer vs Claude
  • Source: Comparative Page
• Lusia: Free Blog Website Template by Marcframe — Framer Marketplace
  • Image: Lusia Template
  • Source: Template Page
• Framer for Education: Students get Framer for free
  • Image: Framer for Education
  • Source: Education Page
• Free Tech Blog Website Templates — Framer Marketplace
  • Image: Tech Blog Templates
  • Source: Tech Blog Page
• Framer Store: Official Framer Merchandise
  • Image: Framer Store
  • Source: Store Page
• Compose Website Template
  • Image: Compose Template
  • Source: Compose Template Page

Working with these fonts

Not found on Google Fonts? Follow these instructions:

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.

Machine-Readable Profile

{
 "colorScheme": "dark",
 "fonts": [
 {
 "family": "Inter Variable",
 "role": "body"
 },
 {
 "family": "GT Walsheim Framer Medium",
 "role": "heading"
 }
 ],
 "colors": {
 "primary": "#0000EE",
 "secondary": "#35E2EB",
 "accent": "#0099FF",
 "background": "#000000",
 "textPrimary": "#000000",
 "link": "#0099FF"
 },
 "typography": {
 "fontFamilies": {
 "primary": "Inter Variable",
 "heading": "GT Walsheim Framer Medium"
 },
 "fontStacks": {
 "heading": [
 "GT Walsheim Framer Medium",
 "sans-serif"
 ],
 "body": [
 "sans-serif"
 ],
 "paragraph": [
 "Inter Variable",
 "sans-serif"
 ]
 },
 "fontSizes": {
 "h1": "110px",
 "h2": "62px",
 "body": "14px"
 }
 },
 "spacing": {
 "baseUnit": 10,
 "borderRadius": "8px"
 },
 "components": {
 "buttonPrimary": {
 "background": "#FFFFFF",
 "textColor": "#0000EE",
 "borderRadius": "100px",
 "borderRadiusCorners": {
 "topLeft": "100px",
 "topRight": "100px",
 "bottomRight": "100px",
 "bottomLeft": "100px"
 },
 "shadow": "none"
 },
 "buttonSecondary": {
 "background": "#262626",
 "textColor": "#0000EE",
 "borderRadius": "100px",
 "borderRadiusCorners": {
 "topLeft": "100px",
 "topRight": "100px",
 "bottomRight": "100px",
 "bottomLeft": "100px"
 },
 "shadow": "none"
 }
 },
 "images": {
 "logo": "data:image/svg+xml;charset=utf-8,%3Csvg%20xmlns%3D%2522http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%2522%20xmlns%3Axlink%3D%2522http%3A%2F%2Fwww.w3.org%2F1999%2Fxlink%2522%20viewBox%3D%25220%200%2016%2024%2522%20overflow%3D%2522visible%2522%3E%3Cpath%20d%3D%2522M%2016%200%20L%2016%208%20L%208%208%20L%200%200%20Z%20M%200%208%20L%208%208%20L%2016%2016%20L%208%2016%20L%208%2024%20L%200%2016%20Z%2522%20fill%3D%2522rgb(255%2C%20255%2C%20255)%2522%3E%3C%2Fpath%3E%3C%2Fsvg%3E",
 "favicon": "https://framerusercontent.com/images/Io89FonxEaWg4nxvQQllVLwPUUI.png",
 "ogImage": "https://framerusercontent.com/images/yyBL8MFizGZKUd27rQGHp30fyc.jpg",
 "logoHref": "./"
 },
 "__llm_logo_reasoning": {
 "selectedIndex": 4,
 "reasoning": "Selected #4 because it is located in the header, is visible, and links to the homepage, which are strong indicators of being the main brand logo.",
 "confidence": 0.9,
 "source": "llm"
 },
 "__llm_button_reasoning": {
 "primary": {
 "index": 2,
 "text": "Start for free",
 "reasoning": "Button #2 'Start for free' is likely the primary CTA due to its action-oriented text and distinct white background, which stands out against the dark theme."
 },
 "secondary": {
 "index": 0,
 "text": "Start with AI",
 "reasoning": "Button #0 'Start with AI' is selected as secondary due to its dark background, which contrasts with the primary button's light background."
 },
 "confidence": 0.9
 },
 "personality": {
 "tone": "modern",
 "energy": "high",
 "targetAudience": "designers and creatives"
 },
 "designSystem": {
 "framework": "custom",
 "componentLibrary": ""
 },
 "confidence": {
 "buttons": 0.9,
 "colors": 0.9,
 "overall": 0.9
 },
 "__llm_metadata": {
 "logoSelection": {
 "llmCalled": true,
 "llmSucceeded": true,
 "finalSource": "llm",
 "rawLogoSelection": {
 "selectedLogoIndex": 4,
 "selectedLogoReasoning": "Selected #4 because it is located in the header, is visible, and links to the homepage, which are strong indicators of being the main brand logo.",
 "confidence": 0.9
 }
 },
 "buttonClassification": {
 "llmCalled": true,
 "llmSucceeded": true
 }
 }
}