# New Story Brand Identity A complete profile of **New Story**'s visual system — colors, typography, components, and personality — extracted from http://newstoryhomes.org. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/new-story - Machine-readable JSON: https://characterquilt.com/branding/new-story.json - Per-page llms.txt: https://characterquilt.com/branding/new-story/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #4D595C | | Accent | #00BAE0 | | Body Font | Barlow | | Heading Font | Mint Grotesk Display | ## Color Palette - primary: #4D595C - secondary: #3898EC - accent: #00BAE0 - background: #FFFFFF - textPrimary: #333333 - link: #00BAE0 ## Typography - primary: Barlow — https://fonts.google.com/specimen/Barlow - heading: Mint Grotesk Display — https://fonts.google.com/specimen/Mint+Grotesk+Display ## Visual Assets - Logo: https://cdn.prod.website-files.com/6553cf69648c427a4cd53fb3/6553cf69648c427a4cd53fe8_logo_wordmark.svg - Favicon: https://cdn.prod.website-files.com/6553cf69648c427a4cd53fb3/6553cf69648c427a4cd54002_favicon.png - Social card (og:image): https://cdn.prod.website-files.com/6553cf69648c427a4cd53fb3/68482a372769a759bd48e54f_New%20Story%20Open%20Graph.jpg ## UI Components - input: background=transparent, textColor=#FFFFFF, borderColor=#FFFFFF, borderRadius=52px, shadow=none - buttonPrimary: background=#00BAE0, textColor=#333333, borderRadius=200px, shadow=none - buttonSecondary: background=#FFFFFF, textColor=#333333, borderRadius=200px, shadow=none ## Brand Personality Tone: professional · Energy: medium · Audience: families seeking home ownership ## New Story Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **The Gateway to Affordable Housing: Land Ownership | New Story** - Image: https://cdn.prod.website-files.com/6553cf69648c427a4cd53fb3/65a9a58625bee1c0b3596525_EtzatlanBlogNumbers.png - Source: https://www.newstoryhomes.org/blog/the-gateway-to-affordable-housing-land-ownership - **Innovation | New Story** - Image: https://cdn.prod.website-files.com/6553cf69648c427a4cd53fb3/6553cf69648c427a4cd540a3_3D_Mexico_2_Web.webp - Source: https://www.newstoryhomes.org/es/innovation - **Foundation for the Future: Ahualulco de Mercado Celebrates Historic Land Titles | New Story** - Image: https://cdn.prod.website-files.com/6553cf69648c427a4cd53fb3/680f975cf731e0325d64809b_HousingContinuum-Blog.png - Source: https://www.newstoryhomes.org/blog/foundation-for-the-future-ahualulco-de-mercado-celebrates-historic-land-titles - **An Impact Report for Q1 2022 | New Story** - Image: https://cdn.prod.website-files.com/6553cf69648c427a4cd53fb3/6553cf69648c427a4cd542ad_648a0c09f459433e51e91222_blog-divider-01-1600x486.png - Source: https://www.newstoryhomes.org/blog/an-impact-report-for-q1-2022 - **Diseñando para pertenecer en San Vicente, El Salvador | New Story** - Image: https://cdn.prod.website-files.com/6553cf69648c427a4cd53fb3/6553cf69648c427a4cd5431b_648a20f0d05eef1a06bb28c2_IMG_1732-edited-scaled.jpeg - Source: https://www.newstoryhomes.org/es/blog/designing-for-belonging-in-san-vicente-el-salvador - **An Impact Report for H1 2024 | New Story** - Image: https://cdn.prod.website-files.com/6553cf69648c427a4cd53fb3/668feabb0ac1cfde14a449a2_ElEspino2024.png - Source: https://www.newstoryhomes.org/blog/an-impact-report-for-h1-2024 ## 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 ```json { "colorScheme": "light", "fonts": [ { "family": "Mint Grotesk Display", "role": "display" }, { "family": "Barlow", "role": "body" } ], "colors": { "primary": "#4D595C", "secondary": "#3898EC", "accent": "#00BAE0", "background": "#FFFFFF", "textPrimary": "#333333", "link": "#00BAE0" }, "typography": { "fontFamilies": { "primary": "Barlow", "heading": "Mint Grotesk Display" }, "fontStacks": { "heading": [ "Mint Grotesk Display", "sans-serif" ], "body": [ "Barlow", "sans-serif" ], "paragraph": [ "Barlow", "sans-serif" ] }, "fontSizes": { "h1": "108px", "h2": "31.5px", "body": "15.75px" } }, "spacing": { "baseUnit": 8, "borderRadius": "0px" }, "components": { "input": { "background": "transparent", "textColor": "#FFFFFF", "borderColor": "#FFFFFF", "borderRadius": "52px", "borderRadiusCorners": { "topLeft": "52px", "topRight": "52px", "bottomRight": "52px", "bottomLeft": "52px" }, "shadow": "none" }, "buttonPrimary": { "background": "#00BAE0", "textColor": "#333333", "borderRadius": "200px", "borderRadiusCorners": { "topLeft": "200px", "topRight": "200px", "bottomRight": "200px", "bottomLeft": "200px" }, "shadow": "none" }, "buttonSecondary": { "background": "#FFFFFF", "textColor": "#333333", "borderRadius": "200px", "borderRadiusCorners": { "topLeft": "200px", "topRight": "200px", "bottomRight": "200px", "bottomLeft": "200px" }, "shadow": "none" } }, "images": { "logo": "https://cdn.prod.website-files.com/6553cf69648c427a4cd53fb3/6553cf69648c427a4cd53fe8_logo_wordmark.svg", "favicon": "https://cdn.prod.website-files.com/6553cf69648c427a4cd53fb3/6553cf69648c427a4cd54002_favicon.png", "ogImage": "https://cdn.prod.website-files.com/6553cf69648c427a4cd53fb3/68482a372769a759bd48e54f_New%20Story%20Open%20Graph.jpg", "logoHref": "/?r=0", "logoAlt": "New Story" }, "__llm_logo_reasoning": { "selectedIndex": 0, "reasoning": "Selected #0 because it is visible, located in the header, and the alt text matches the brand name 'New Story'.", "confidence": 0.9, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": 2, "text": "Work With Us", "reasoning": "Button #2 ('Work With Us') has a vibrant blue background (#00BAE0), which is the accent color and stands out as the primary call-to-action." }, "secondary": { "index": 1, "text": "Sign up", "reasoning": "Button #1 ('Sign up') has a white background, providing a clear contrast to the primary button's vibrant color, making it a suitable secondary option." }, "confidence": 0.95 }, "personality": { "tone": "professional", "energy": "medium", "targetAudience": "families seeking home ownership" }, "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, and the alt text matches the brand name 'New Story'.", "confidence": 0.9 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```