Spur Brand Identity

A complete profile of Spur's visual system — colors, typography, components, and personality.

Quick Facts

Color Palette

• primary: #0435DD
• secondary: #E9F0FE
• accent: #ECF0FE
• background: #FFFEFB
• textPrimary: #232323
• link: #ECF0FE

Typography

• primary: Geist — https://fonts.google.com/specimen/Geist
• heading: Geist — https://fonts.google.com/specimen/Geist

Visual Assets

• Logo:
• Favicon:
• Social card (og:image):

UI Components

• input: background=transparent, textColor=#0435DD, borderColor=null, borderRadius=9px, shadow=none
• buttonPrimary: background=#ECF0FE, textColor=#0435DD, borderColor=#0435DD, borderRadius=9px, shadow=none
• buttonSecondary: background=#1B1919, textColor=#FFFFFF, borderRadius=9px, shadow=none

Brand Personality

Tone: modern · Energy: medium · Audience: e-commerce businesses

Working with these 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": "Geist",
   "role": "body"
  },
  {
   "family": "Martinaplantijn",
   "role": "unknown"
  }
 ],
 "colors": {
  "primary": "#0435DD",
  "secondary": "#E9F0FE",
  "accent": "#ECF0FE",
  "background": "#FFFEFB",
  "textPrimary": "#232323",
  "link": "#ECF0FE"
 },
 "typography": {
  "fontFamilies": {
   "primary": "Geist",
   "heading": "Geist"
  },
  "fontStacks": {
   "heading": [
    "Martinaplantijn",
    "Arial",
    "sans-serif"
   ],
   "body": [
    "Geist",
    "Arial",
    "sans-serif"
   ],
   "paragraph": [
    "Geist",
    "Arial",
    "sans-serif"
   ]
  },
  "fontSizes": {
   "h1": "57.6px",
   "h2": "18.9px",
   "body": "18.9px"
  }
 },
 "spacing": {
  "baseUnit": 4,
  "borderRadius": "9px"
 },
 "components": {
  "input": {
   "background": "transparent",
   "textColor": "#0435DD",
   "borderColor": null,
   "borderRadius": "9px",
   "borderRadiusCorners": {
    "topLeft": "9px",
    "topRight": "9px",
    "bottomRight": "9px",
    "bottomLeft": "9px"
   },
   "shadow": "none"
  },
  "buttonPrimary": {
   "background": "#ECF0FE",
   "textColor": "#0435DD",
   "borderColor": "#0435DD",
   "borderRadius": "9px",
   "borderRadiusCorners": {
    "topLeft": "9px",
    "topRight": "9px",
    "bottomRight": "9px",
    "bottomLeft": "9px"
   },
   "shadow": "none"
  },
  "buttonSecondary": {
   "background": "#1B1919",
   "textColor": "#FFFFFF",
   "borderRadius": "9px",
   "borderRadiusCorners": {
    "topLeft": "9px",
    "topRight": "9px",
    "bottomRight": "9px",
    "bottomLeft": "9px"
   },
   "shadow": "none"
  }
 },
 "images": {
  "logo": "https://cdn.prod.website-files.com/68bf710aaf7ebf743a5d286f/68bf7bd48133d9aff3f3eea0_spur-logo.png",
  "favicon": "https://cdn.prod.website-files.com/68bf710aaf7ebf743a5d286f/68c3700bab2021bf005ebf9f_68007742c175fde8d41409cf_Spur-Favicon.png",
  "ogImage": "https://cdn.prod.website-files.com/68bf710aaf7ebf743a5d286f/68c3710fc8c6f2e091bab803_824c45defcb2dd5ab907c2129cb42df2_social-share.jpg",
  "logoHref": "/",
  "logoAlt": "Spur Logo"
 },
 "personality": {
  "tone": "modern",
  "energy": "medium",
  "targetAudience": "e-commerce businesses"
 },
 "designSystem": {
  "framework": "custom",
  "componentLibrary": ""
 },
 "confidence": {
  "buttons": 0.9,
  "colors": 0.9,
  "overall": 0.9
 }
}