Hype and Vice Brand Identity

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

Quick Facts

Color Palette

• primary: #FF0000
• secondary: #DE3618
• accent: #000000
• background: #FFFFFF
• textPrimary: #000000
• link: #434655

Typography

• primary: Titillium Web — Google Fonts
• heading: Armata — Google Fonts

Visual Assets

• Logo:
• Favicon:
• Social card (og:image):

UI Components

• buttonPrimary: background=#000000, textColor=#FFFFFF, borderRadius=0px, shadow=none
• buttonSecondary: background=#FFFFFF, textColor=#000000, borderRadius=0px, shadow=none

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.

• Cornell Puffer Jacket XX-Large / Black | Hype and Vice
  • Image:
  • Source: Link
• University of Washington Denim Corset X-Large / Denim | Hype and Vice
  • Image:
  • Source: Link
• University of Washington Gameday Romper Small / White | Hype and Vice
  • Image:
  • Source: Link
• Washington | Custom College Senior Top | Hype & Vice Apparel Medium / Black | Hype and Vice
  • Image:
  • Source: Link
• Washington | Custom Women Sweatshorts | UW Class of 2025 Merch Large | Hype and Vice
  • Image:
  • Source: Link
• University of South Carolina | Scoop Neck Crop Top XX-Large / White | Hype and Vice
  • Image:
  • Source: Link

Working with these fonts

Not found on Google Fonts? Here's a suggested 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 and copy out the matching @font-face declarations.

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.

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
 }
 }
}