# NewLimit Brand Identity A complete profile of **NewLimit**'s visual system — colors, typography, components, and personality — extracted from https://www.newlimit.com/. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/newlimit - Machine-readable JSON: https://characterquilt.com/branding/newlimit.json ## Quick Facts | Field | Value | |---|---| | Primary | #363647 | | Accent | #0F0156 | | Body Font | seq | | Heading Font | seq | ## Color Palette - primary: #363647 - secondary: #2D163E - accent: #0F0156 - background: #FFFFFF - textPrimary: #1F1F29 - link: #0F0156 ## Typography - primary: seq — https://fonts.google.com/specimen/seq - heading: seq — https://fonts.google.com/specimen/seq ## Visual Assets - Logo: %20!important%3B%22%2F%3E%3C%2Fsvg%3E - Favicon: - Social card (og:image): ## UI Components - buttonPrimary: background=#0F0156, textColor=#FFFFFF, borderColor=#FFFFFF, borderRadius=950px, shadow=none - buttonSecondary: background=transparent, textColor=#FFFFFF, borderColor=#FFFFFF, borderRadius=950px, shadow=none ## Brand Personality Tone: professional · Energy: medium · Audience: health and longevity enthusiasts ## NewLimit Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **2025 Year in Review - by Jacob C. Kimmel - NewLimit Blog** - Image: - Source: [link](https://blog.newlimit.com/p/2025-year-in-review) - **Developing reprogramming therapies - by Jacob C. Kimmel** - Image: - Source: [link](https://blog.newlimit.com/p/developing-reprogramming-therapies) - **October 2022 Progress Update - by Jacob C. Kimmel** - Image: - Source: [link](https://blog.newlimit.com/p/october-2022-progress-update) - **Sitemap - 2025 - NewLimit Blog** - Image: - Source: [link](https://blog.newlimit.com/sitemap/2025) - **January 2023 Update - by Greg Johnson - NewLimit Blog** - Image: - Source: [link](https://blog.newlimit.com/p/january-2023-update) - **NewLimit Blog | Brian Armstrong | Substack** - Image: - Source: [link](https://blog.newlimit.com/) ## 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": "seq", "count": 43 }, { "family": "sans-serif", "count": 43 } ], "colors": { "primary": "#363647", "secondary": "#2D163E", "accent": "#0F0156", "background": "#FFFFFF", "textPrimary": "#1F1F29", "link": "#0F0156" }, "typography": { "fontFamilies": { "primary": "seq", "heading": "seq" }, "fontStacks": { "body": [ "seq", "sans-serif" ], "heading": [ "seq", "sans-serif" ], "paragraph": [ "seq", "sans-serif" ] }, "fontSizes": { "h1": "88px", "h2": "72px", "body": "16px" } }, "spacing": { "baseUnit": 4, "borderRadius": "3px" }, "components": { "buttonPrimary": { "background": "#0F0156", "textColor": "#FFFFFF", "borderColor": "#FFFFFF", "borderRadius": "950px", "borderRadiusCorners": { "topLeft": "950px", "topRight": "950px", "bottomRight": "950px", "bottomLeft": "950px" }, "shadow": "none" }, "buttonSecondary": { "background": "transparent", "textColor": "#FFFFFF", "borderColor": "#FFFFFF", "borderRadius": "950px", "borderRadiusCorners": { "topLeft": "950px", "topRight": "950px", "bottomRight": "950px", "bottomLeft": "950px" }, "shadow": "none" } }, "images": { "logo": 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"favicon": "https://cdn.prod.website-files.com/61e68fe4e7bec7037d55d34e/626307a176c2fcc20d82c21e_favicon.png", "ogImage": "https://cdn.prod.website-files.com/61e68fe4e7bec7037d55d34e/626b875e7de5968525202299_newlimit-open-graph.png", "logoHref": "/", "logoAlt": "logo" }, "__llm_logo_reasoning": { "selectedIndex": 0, "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'NewLimit'.", "confidence": 0.9, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": 0, "text": "Read our Operating Plan", "reasoning": "Button #0 has a vibrant brand color (#0F0156) and action-oriented text ('Read our Operating Plan'), making it the most prominent CTA." }, "secondary": { "index": 4, "text": "Explore Our Science", "reasoning": "Button #4 has a transparent background, providing a clear contrast to the primary button's vibrant color, and offers an exploratory action ('Explore Our Science')." }, "confidence": 0.95 }, "personality": { "tone": "professional", "energy": "medium", "targetAudience": "health and longevity enthusiasts" }, "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, links to the homepage, and matches the brand name 'NewLimit'.", "confidence": 0.9 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```