pave.json

Pave Brand Identity

A complete profile of Pave's visual system — colors, typography, components, and personality — extracted from https://pave.com. Built for designers, agents, and AI tools.

Quick Facts

Field Value
Primary #021340
Accent #235CF3
Body Font DM Sans
Heading Font Aeonik

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Tone: professional · Energy: medium · Audience: business professionals

Pave 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": "DM Sans",
      "role": "body"
    },
    {
      "family": "Aeonik",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#021340",
    "secondary": "#461F7A",
    "accent": "#235CF3",
    "background": "#FFFFFF",
    "textPrimary": "#235CF3",
    "link": "#235CF3"
  },
  "typography": {
    "fontFamilies": {
      "primary": "DM Sans",
      "heading": "Aeonik"
    },
    "fontStacks": {
      "heading": [
        "Aeonik",
        "Arial",
        "sans-serif"
      ],
      "body": [
        "DM Sans",
        "sans-serif"
      ],
      "paragraph": [
        "DM Sans",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "32px",
      "h2": "32px",
      "body": "20px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "24px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#FFFFFF",
      "borderColor": null,
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#235CF3",
      "textColor": "#FFFFFF",
      "borderColor": "#235CF3",
      "borderRadius": "32px",
      "borderRadiusCorners": {
        "topLeft": "32px",
        "topRight": "32px",
        "bottomRight": "32px",
        "bottomLeft": "32px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#FFFFFF",
      "borderColor": "#FFFFFF",
      "borderRadius": "32px",
      "borderRadiusCorners": {
        "topLeft": "32px",
        "topRight": "32px",
        "bottomRight": "32px",
        "bottomLeft": "32px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20xmlns%3Axlink%3D%22http%3A%2F%2Fwww.w3.org%2F1999%2Fxlink%22%20viewBox%3D%220%200%20230%20230%22%20width%3D%22230%22%20height%3D%22230%22%20preserveAspectRatio%3D%22xMidYMid%20meet%22%20style%3D%22width%3A%20100%25%3B%20height%3A%20100%25%3B%20transform%3A%20translate3d(0px%2C%200px%2C%200px)%3B%20content-visibility%3A%20visible%3B%22%20data-fc-idx%3D%220%22%3E%3Cdefs%3E%3CclipPath%20id%3D%22__lottie_element_2%22%3E%3Crect%20width%3D%22230%22%20height%3D%22230%22%20x%3D%220%22%20y%3D%220%22%2F%3E%3C%2FclipPath%3E%3C%2Fdefs%3E%3Cg%20clip-path%3D%22url(%23__lottie_element_2)%22%3E%3Cg%20transform%3D%22matrix(-0.9132199883460999%2C0%2C0%2C1%2C178.599609375%2C213)%22%20opacity%3D%221%22%20style%3D%22display%3A%20block%3B%20opacity%3A%201%20!important%3B%22%3E%3Cg%20opacity%3D%221%22%20transform%3D%22matrix(1%2C0%2C0%2C1%2C-40.00400161743164%2C-50.38100051879883)%22%20style%3D%22opacity%3A%201%20!important%3B%22%3E%3Cpath%20fill%3D%22rgb(35%2C92%2C243)%22%20fill-opacity%3D%221%22%20d%3D%22%20M0%2C-42.11899948120117%20C0%2C-42.11899948120117%200%2C-40.77470016479492%200%2C-39.11899948120117%20C0%2C-39.11899948120117%200%2C39.11899948120117%200%2C39.11899948120117%20C0%2C40.77470016479492%200%2C42.11899948120117%200%2C42.11899948120117%20C0%2C42.11899948120117%200%2C42.11899948120117%200%2C42.11899948120117%20C0%2C42.11899948120117%200%2C40.77470016479492%200%2C39.11899948120117%20C0%2C39.11899948120117%200%2C-39.11899948120117%200%2C-39.11899948120117%20C0%2C-40.77470016479492%200%2C-42.11899948120117%200%2C-42.11899948120117%20C0%2C-42.11899948120117%200%2C-42.11899948120117%200%2C-42.11899948120117z%22%20style%3D%22fill%3A%20rgb(35%2C%2092%2C%20243)%20!important%3B%20fill-opacity%3A%201%20!important%3B%22%2F%3E%3C%2Fg%3E%3C%2Fg%3E%3Cg%20transform%3D%22matrix(0.9132199883460999%2C0%2C0%2C1%2C50.60275650024414%2C117.98100280761719)%22%20opacity%3D%221%22%20style%3D%22display%3A%20block%3B%20opacity%3A%201%20!important%3B%22%3E%3Cg%20opacity%3D%221%22%20transform%3D%22matrix(1%2C0%2C0%2C1%2C-41.50400161743164%2C-50.38100051879883)%22%20style%3D%22opacity%3A%201%20!important%3B%22%3E%3Cpath%20fill%3D%22rgb(35%2C92%2C243)%22%20fill-opacity%3D%221%22%20d%3D%22%20M0%2C-42.11899948120117%20C0%2C-42.11899948120117%200%2C-40.77470016479492%200%2C-39.11899948120117%20C0%2C-39.11899948120117%200%2C39.11899948120117%200%2C39.11899948120117%20C0%2C40.77470016479492%200%2C42.11899948120117%200%2C42.11899948120117%20C0%2C42.11899948120117%200%2C42.11899948120117%200%2C42.11899948120117%20C0%2C42.11899948120117%200%2C40.77470016479492%200%2C39.11899948120117%20C0%2C39.11899948120117%200%2C-39.11899948120117%200%2C-39.11899948120117%20C0%2C-40.77470016479492%200%2C-42.11899948120117%200%2C-42.11899948120117%20C0%2C-42.11899948120117%200%2C-42.11899948120117%200%2C-42.11899948120117z%22%20style%3D%22fill%3A%20rgb(35%2C%2092%2C%20243)%20!important%3B%20fill-opacity%3A%201%20!important%3B%22%2F%3E%3C%2Fg%3E%3C%2Fg%3E%3C%2Fg%3E%3C%2Fsvg%3E",
    "favicon": "https://cdn.prod.website-files.com/67c9ec9cbabd3c136dc96a33/6846c28a79dddb1f99a02314_pave-favicon.png",
    "ogImage": "https://cdn.prod.website-files.com/67c9ec9cbabd3c136dc96a33/682615343fc7eb685e6ee6dd_CP-Hero.png",
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 7,
    "reasoning": "Selected #7 because it is visible, located in the header, and links to the homepage. It matches the brand inferred from the URL and page title.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 2,
      "text": "Sign up",
      "reasoning": "Button #0 ('Sign up') uses the vibrant brand color #235CF3, which is a strong indicator of a primary CTA. The text 'Sign up' is action-oriented, making it a clear primary call-to-action."
    },
    "secondary": {
      "index": 3,
      "text": "Sign up for free",
      "reasoning": "Button #1 ('Sign up for free') has a transparent background, making it a suitable secondary button. It complements the primary button by offering a similar action with less visual emphasis."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "business professionals"
  },
  "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": 7,
        "selectedLogoReasoning": "Selected #7 because it is visible, located in the header, and links to the homepage. It matches the brand inferred from the URL and page title.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}