hype and vice.json

Hype and Vice Brand Identity

A complete profile of Hype and Vice's visual system — colors, typography, components, and personality — extracted from http://hypeandvice.com. Built for designers, agents, and AI tools.

Quick Facts

Field Value
Primary #FF0000
Accent #000000
Body Font Titillium Web
Heading Font Armata

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Tone: playful · Energy: high · Audience: young women interested in college and pro sports apparel

Hype and Vice 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": "Titillium Web",
      "role": "body"
    },
    {
      "family": "Armata",
      "role": "heading"
    },
    {
      "family": "Quantico-Bold",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#FF0000",
    "secondary": "#DE3618",
    "accent": "#000000",
    "background": "#FFFFFF",
    "textPrimary": "#000000",
    "link": "#434655"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Titillium Web",
      "heading": "Armata"
    },
    "fontStacks": {
      "heading": [
        "Titillium Web",
        "sans-serif"
      ],
      "body": [
        "Titillium Web",
        "sans-serif"
      ],
      "paragraph": [
        "Quantico-Bold",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "30px",
      "h2": "12px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "3px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#000000",
      "textColor": "#FFFFFF",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#000000",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://www.hypeandvice.com/cdn/shop/files/logo_450x.jpg?v=1648804707",
    "favicon": "https://www.hypeandvice.com/cdn/shop/files/favicon-flag_96x96.png?v=1651118405",
    "ogImage": "http://www.hypeandvice.com/cdn/shop/files/logo_450x_446c31ae-73be-4d04-904d-13dc4c143501.jpg?v=1776369246",
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 117,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Hype and Vice'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Shop Now",
      "reasoning": "Button #0 'Shop Now' is likely the primary CTA due to its action-oriented text and dark background, which stands out against the light page background."
    },
    "secondary": {
      "index": 2,
      "text": "NEW ARRIVALS",
      "reasoning": "Button #2 'NEW ARRIVALS' is selected as secondary due to its contrasting light background and informative text, making it less prominent than the primary CTA."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "playful",
    "energy": "high",
    "targetAudience": "young women interested in college and pro sports apparel"
  },
  "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": 0,
        "selectedLogoReasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Hype and Vice'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}