sei.json

Sei Brand Identity

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

Quick Facts

Field Value
Primary #020817
Accent #004224
Body Font DM Sans
Heading Font GeistSans

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Tone: professional · Energy: medium · Audience: financial institutions

Sei Brand in the Wild

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

Working with these fonts

Not found on Google Fonts? Here are some instructions to follow if you have permission to use the fonts:

  1. Open the company's homepage in a browser with DevTools open.
  2. In the Network tab, filter by "Font" (or by extensions woff2, woff, ttf, otf).
  3. Hard-reload the page and navigate around (pricing, blog, careers) — some weights may 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.

Machine-Readable Profile

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "DM Sans",
      "role": "body"
    },
    {
      "family": "GeistSans",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#020817",
    "secondary": "#293241",
    "accent": "#004224",
    "background": "#F9F8F1",
    "textPrimary": "#2E2E27",
    "link": "#004224"
  },
  "typography": {
    "fontFamilies": {
      "primary": "DM Sans",
      "heading": "GeistSans"
    },
    "fontStacks": {
      "heading": [
        "__DM_Sans_0d7163",
        "__DM_Sans_Fallback_0d7163",
        "sans-serif"
      ],
      "body": [
        "GeistSans"
      ],
      "paragraph": [
        "__DM_Sans_0d7163",
        "__DM_Sans_Fallback_0d7163",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "40px",
      "h2": "18px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "input": {
      "background": "#EBEAE3",
      "textColor": "#020817",
      "borderColor": null,
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "rgb(255, 255, 255) 0px 0px 0px 0px, rgba(46, 46, 39, 0.15) 0px 0px 0px 1px, rgba(0, 0, 0, 0) 0px 0px 0px 0px"
    },
    "buttonPrimary": {
      "background": "#2E2E27",
      "textColor": "#F9F8F1",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FEFEFC",
      "textColor": "#2E2E27",
      "borderColor": "#E9E9E1",
      "borderRadius": "12px",
      "borderRadiusCorners": {
        "topLeft": "12px",
        "topRight": "12px",
        "bottomRight": "12px",
        "bottomLeft": "12px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://www.seiright.com/_next/image?url=%2F_next%2Fstatic%2Fmedia%2Fsei-logo-black.eeba0645.svg&w=256&q=75",
    "favicon": "https://www.seiright.com/favicon.ico",
    "ogImage": "https://seiright.com/opengraph-image?fed58c10eef6531d",
    "logoHref": "/",
    "logoAlt": "sei"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is the only candidate, matches the brand name 'Sei', and links to the homepage, indicating it is the primary logo.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Book a demo",
      "reasoning": "Button #1 'Book a demo' is likely the primary CTA due to its action-oriented text and prominent placement. It uses a dark background color (#2E2E27), which contrasts well with the page's light theme, making it stand out."
    },
    "secondary": {
      "index": 2,
      "text": "Collections Outreach0:00 / 2:54",
      "reasoning": "Button #4 'Collections Outreach0:00 / 2:54' is selected as secondary due to its lighter background color (#FEFEFC), which differentiates it from the primary button and suggests a less urgent action."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "financial institutions"
  },
  "designSystem": {
    "framework": "tailwind",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.95,
    "overall": 0.925
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 0,
        "selectedLogoReasoning": "Selected #0 because it is the only candidate, matches the brand name 'Sei', and links to the homepage, indicating it is the primary logo.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}