# Rec Brand Identity

A complete profile of **Rec**'s visual system — colors, typography, components, and personality — extracted from https://www.rec.us/. Built for designers, agents, and AI tools.

## Quick Facts

| Field      | Value   |
|------------|---------|
| Primary    | #6B7280 |
| Accent     | #2563EB |
| Body Font  | Inter   |
| Heading Font| theFuture |

## Color Palette

- primary: #6B7280
- secondary: #9CA3AF
- accent: #2563EB
- background: #0C0A09
- textPrimary: #0C0A09
- link: #2563EB

## Typography

- primary: Inter — https://fonts.google.com/specimen/Inter
- heading: theFuture — https://fonts.google.com/specimen/theFuture

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20fill%3D%22none%22%20height%3D%2224%22%20viewBox%3D%220%200%2065%2026%22%20width%3D%2260%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20role%3D%22img%22%20aria-label%3D%22Rec%20Logo%22%20class%3D%22hidden%20md%3Ablock%22%20data-fc-idx%3D%220%22%3E%3Cpath%20d%3D%22M32.1986%2019.8707C29.2227%2019.8707%2026.7087%2018.0913%2025.9391%2015.0266H44.8715C45.3846%206.42586%2040.4077%200%2031.9933%200C24.9129%200%2018.7047%205.48669%2018.7047%2013C18.7047%2020.4639%2024.9129%2026%2032.1986%2026C37.1754%2026%2041.4339%2023.8251%2043.8966%2019.9202L38.4068%2016.2624C36.9188%2018.4867%2035.2257%2019.8707%2032.1986%2019.8707ZM32.0446%206.07985C35.3796%206.07985%2037.1241%208.20532%2037.4832%2010.3308H26.1956C27.1191%207.6616%2029.428%206.07985%2032.0446%206.07985Z%22%20fill%3D%22%230B100E%22%20style%3D%22fill%3A%20rgb(11%2C%2016%2C%2014)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M59.6127%200C52.2245%200%2045.8624%205.48669%2045.8624%2013C45.8624%2020.5133%2052.2245%2026%2059.6127%2026C61.665%2026%2063.3582%2025.654%2065%2025.0114V17.6958C63.666%2018.6844%2062.1781%2019.3764%2060.0232%2019.3764C56.483%2019.3764%2053.3532%2016.8555%2053.3532%2013C53.3532%209.14449%2056.483%206.62357%2060.0232%206.62357C62.1781%206.62357%2063.666%207.26616%2064.9487%208.30418V0.988593C63.3582%200.346007%2061.665%200%2059.6127%200Z%22%20fill%3D%22%230B100E%22%20style%3D%22fill%3A%20rgb(11%2C%2016%2C%2014)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M0%200H7.8161V26H0V0Z%22%20fill%3D%22%230B100E%22%20style%3D%22fill%3A%20rgb(11%2C%2016%2C%2014)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M19.1836%205.2725C19.1836%208.18442%2016.7334%2010.545%2013.7108%2010.545C10.6883%2010.545%208.23806%208.18442%208.23806%205.2725C8.23806%202.36058%2010.6883%200%2013.7108%200C16.7334%200%2019.1836%202.36058%2019.1836%205.2725Z%22%20fill%3D%22%230B100E%22%20style%3D%22fill%3A%20rgb(11%2C%2016%2C%2014)%20!important%3B%22%2F%3E%3C%2Fsvg%3E
- Social card (og:image): https://rec.us/images/og.png

## UI Components

- input: background=#FFFFFF, textColor=#000000, borderColor=#D6D3D1, borderRadius=9999px, shadow=none
- buttonPrimary: background=#FFFFFF, textColor=#0C0A09, borderRadius=9999px, shadow=none
- buttonSecondary: background=#0C0A09, textColor=#FFFFFF, borderRadius=9999px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: recreational organizations and agencies

## Rec Brand in the Wild

Real-world brand assets — ads, campaigns, marketing materials.

- **The Next Big Thing: Emerging Programming Trends in Parks & Recreation | Rec**  
  - Image: https://cdn.prod.website-files.com/66b42f22bdfa66df17c4b7cf/68795e92f1df0b92d052452e_SOCIALBLOGDONOTEDITProgrammingTrendsGraphics3%20(1).jpg  
  - Source: https://partner.rec.us/blog/the-next-big-thing-emerging-programming-trends-in-parks-recreation
- **Blog | Rec**  
  - Image: https://cdn.prod.website-files.com/66b42f22bdfa66df17c4b7cf/69a8964f5925ca0b5d765dc8_Group%202055246184%20(7)%202.png  
  - Source: https://partner.rec.us/blog
- **El Retiro Park**  
  - Image: https://www.rec.us/_next/image?url=https%3A%2F%2Fprod-rec-tech-img-bucket-8656aa2.s3.us-west-1.amazonaws.com%2Flocation-8889cf8a-c330-471f-9ceb-0df6c67cef59%2Fgallery%2FmainGallery.jpg&w=3840&q=75  
  - Source: https://www.rec.us/elretiropark
- **Blog | Rec**  
  - Image: https://cdn.prod.website-files.com/66b42f22bdfa66df17c4b7cf/69a18a5ad0a3083997f23d52_blog-cover.jpg.jpeg  
  - Source: https://partner.rec.us/blog
- **City of Watsonville , powered by Rec**  
  - Image: https://www.rec.us/_next/image?url=https%3A%2F%2Fprod-rec-tech-img-bucket-8656aa2.s3.us-west-1.amazonaws.com%2Flocation-fc5751ba-c431-4700-bd8c-8a7541c75543%2Fthumbnail.jpeg%3F1749860105726&w=3840&q=75  
  - Source: https://www.rec.us/Watsonville?tab=programs&reservable=all&organizationSlug=city-of-watsonville
- **5 Ways to use AI in Parks and Rec | Rec**  
  - Image: https://cdn.prod.website-files.com/66b42f22bdfa66df17c4b7cf/68002db4187c8512a7292937_ChatGPT%20Image%20Apr%2015%2C%202025%2C%2006_47_19%20PM.png  
  - Source: https://partner.rec.us/blog/5-ways-to-use-ai-in-parks-and-rec

## 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": "theFuture",
 "role": "heading"
 },
 {
 "family": "Inter",
 "role": "body"
 },
 {
 "family": "DM Sans",
 "role": "body"
 }
],
 "colors": {
 "primary": "#6B7280",
 "secondary": "#9CA3AF",
 "accent": "#2563EB",
 "background": "#0C0A09",
 "textPrimary": "#0C0A09",
 "link": "#2563EB"
 },
 "typography": {
 "fontFamilies": {
 "primary": "Inter",
 "heading": "theFuture"
 },
 "fontStacks": {
 "heading": [
 "ui-sans-serif",
 "system-ui",
 "sans-serif",
 "Apple Color Emoji",
 "Segoe UI Emoji",
 "Segoe UI Symbol",
 "Noto Color Emoji"
 ],
 "body": [
 "ui-sans-serif",
 "system-ui",
 "sans-serif",
 "Apple Color Emoji",
 "Segoe UI Emoji",
 "Segoe UI Symbol",
 "Noto Color Emoji"
 ],
 "paragraph": [
 "Inter"
 ]
 },
 "fontSizes": {
 "h1": "16px",
 "h2": "80px",
 "body": "14px"
 }
 },
 "spacing": {
 "baseUnit": 4,
 "borderRadius": "8px"
 },
 "components": {
 "input": {
 "background": "#FFFFFF",
 "textColor": "#000000",
 "borderColor": "#D6D3D1",
 "borderRadius": "9999px",
 "borderRadiusCorners": {
 "topLeft": "9999px",
 "topRight": "9999px",
 "bottomRight": "9999px",
 "bottomLeft": "9999px"
 },
 "shadow": "none"
 },
 "buttonPrimary": {
 "background": "#FFFFFF",
 "textColor": "#0C0A09",
 "borderRadius": "9999px",
 "borderRadiusCorners": {
 "topLeft": "9999px",
 "topRight": "9999px",
 "bottomRight": "9999px",
 "bottomLeft": "9999px"
 },
 "shadow": "none"
 },
 "buttonSecondary": {
 "background": "#0C0A09",
 "textColor": "#FFFFFF",
 "borderRadius": "9999px",
 "borderRadiusCorners": {
 "topLeft": "9999px",
 "topRight": "9999px",
 "bottomRight": "9999px",
 "bottomLeft": "9999px"
 },
 "shadow": "none"
 }
 },
 "images": {
 "logo": "data:image/svg+xml;utf8,%3Csvg%20fill%3D%22none%22%20height%3D%2224%22%20viewBox%3D%220%200%2065%2026%22%20width%3D%2260%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20role%3D%22img%22%20aria-label%3D%22Rec%20Logo%22%20class%3D%22hidden%20md%3Ablock%22%20data-fc-idx%3D%220%22%3E%3Cpath%20d%3D%22M32.1986%2019.8707C29.2227%2019.8707%2026.7087%2018.0913%2025.9391%2015.0266H44.8715C45.3846%206.42586%2040.4077%200%2031.9933%200C24.9129%200%2018.7047%205.48669%2018.7047%2013C18.7047%2020.4639%2024.9129%2026%2032.1986%2026C37.1754%2026%2041.4339%2023.8251%2043.8966%2019.9202L38.4068%2016.2624C36.9188%2018.4867%2035.2257%2019.8707%2032.1986%2019.8707ZM32.0446%206.07985C35.3796%206.07985%2037.1241%208.20532%2037.4832%2010.3308H26.1956C27.1191%207.6616%2029.428%206.07985%2032.0446%206.07985Z%22%20fill%3D%22%230B100E%22%20style%3D%22fill%3A%20rgb(11%2C%2016%2C%2014)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M59.6127%200C52.2245%200%2045.8624%205.48669%2045.8624%2013C45.8624%2020.5133%2052.2245%2026%2059.6127%2026C61.665%2026%2063.3582%2025.654%2065%2025.0114V17.6958C63.666%2018.6844%2062.1781%2019.3764%2060.0232%2019.3764C56.483%2019.3764%2053.3532%2016.8555%2053.3532%2013C53.3532%209.14449%2056.483%206.62357%2060.0232%206.62357C62.1781%206.62357%2063.666%207.26616%2064.9487%208.30418V0.988593C63.3582%200.346007%2061.665%200%2059.6127%200Z%22%20fill%3D%22%230B100E%22%20style%3D%22fill%3A%20rgb(11%2C%2016%2C%2014)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M0%200H7.8161V26H0V0Z%22%20fill%3D%22%230B100E%22%20style%3D%22fill%3A%20rgb(11%2C%2016%2C%2014)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M19.1836%205.2725C19.1836%208.18442%2016.7334%2010.545%2013.7108%2010.545C10.6883%2010.545%208.23806%208.18442%208.23806%205.2725C8.23806%202.36058%2010.6883%200%2013.7108%200C16.7334%200%2019.1836%202.36058%2019.1836%205.2725Z%22%20fill%3D%22%230B100E%22%20style%3D%22fill%3A%20rgb(11%2C%2016%2C%2014)%20!important%3B%22%2F%3E%3C%2Fsvg%3E",
 "favicon": null,
 "ogImage": "https://rec.us/images/og.png",
 "logoHref": "/",
 "logoAlt": "Rec Logo"
 },
 "__llm_logo_reasoning": {
 "selectedIndex": 1,
 "reasoning": "Selected #1 because it is visible, has a reasonable size, and matches the brand name 'Rec' in the alt text. It is also positioned prominently, suggesting it is the main logo.",
 "confidence": 0.9,
 "source": "llm"
 },
 "__llm_button_reasoning": {
 "primary": {
 "index": 0,
 "text": "Sign Up",
 "reasoning": "Button #0 ('Sign Up') is likely the primary CTA due to its action-oriented text and prominent placement. It uses a light background, which stands out against the darker page background."
 },
 "secondary": {
 "index": 2,
 "text": "Learn more",
 "reasoning": "Button #2 ('Learn more') is selected as secondary due to its different dark background color and supportive action text, complementing the primary CTA."
 },
 "confidence": 0.9
 },
 "personality": {
 "tone": "modern",
 "energy": "medium",
 "targetAudience": "recreational organizations and agencies"
 },
 "designSystem": {
 "framework": "tailwind",
 "componentLibrary": ""
 },
 "confidence": {
 "buttons": 0.9,
 "colors": 0.9,
 "overall": 0.9
 },
 "__llm_metadata": {
 "logoSelection": {
 "llmCalled": true,
 "llmSucceeded": true,
 "finalSource": "llm",
 "rawLogoSelection": {
 "selectedLogoIndex": 1,
 "selectedLogoReasoning": "Selected #1 because it is visible, has a reasonable size, and matches the brand name 'Rec' in the alt text. It is also positioned prominently, suggesting it is the main logo.",
 "confidence": 0.9
 }
 },
 "buttonClassification": {
 "llmCalled": true,
 "llmSucceeded": true
 }
 }
}
```