vellum.json

Vellum Brand Identity

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

Quick Facts

Field Value
Primary #95A2AD
Accent #216C37
Body Font DM Sans
Heading Font Instrument Serif

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Tone: modern · Energy: medium · Audience: tech-savvy professionals

Vellum 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": "Inter",
      "role": "body"
    },
    {
      "family": "Instrument Serif",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#95A2AD",
    "secondary": "#1264A3",
    "accent": "#216C37",
    "background": "#FFFFFF",
    "textPrimary": "#1A1A1A",
    "link": "#216C37"
  },
  "typography": {
    "fontFamilies": {
      "primary": "DM Sans",
      "heading": "Instrument Serif"
    },
    "fontStacks": {
      "heading": [
        "instrumentSerif",
        "instrumentSerif Fallback",
        "Instrument Serif",
        "serif"
      ],
      "body": [
        "ui-sans-serif",
        "system-ui",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ],
      "paragraph": [
        "DM Sans",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "80px",
      "h2": "56px",
      "body": "17px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "14px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#1A1A1A",
      "borderColor": null,
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#111111",
      "textColor": "#FFFFFF",
      "borderRadius": "999px",
      "borderRadiusCorners": {
        "topLeft": "999px",
        "topRight": "999px",
        "bottomRight": "999px",
        "bottomLeft": "999px"
      },
      "shadow": "rgba(0, 0, 0, 0.08) 0px 2px 6px 0px"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#1A1A1A",
      "borderRadius": "100px",
      "borderRadiusCorners": {
        "topLeft": "100px",
        "topRight": "100px",
        "bottomRight": "100px",
        "bottomLeft": "100px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://www.vellum.ai/vellum-logo.svg",
    "favicon": "https://www.vellum.ai/favicon.svg",
    "ogImage": "https://www.vellum.ai/cover-image.jpeg",
    "logoHref": "/",
    "logoAlt": "vellum"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 2,
    "reasoning": "Selected #2 because it is visible, has a medium size, and matches the brand name 'Vellum'. It is linked to the homepage, making it the primary brand logo.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Download for macOS",
      "reasoning": "Button #0 ('Download for macOS') is likely the primary CTA due to its prominent placement and action-oriented text. It uses a dark background (#111111) which stands out against the light theme, making it a strong candidate for primary action."
    },
    "secondary": {
      "index": 1,
      "text": "DOWNLOAD",
      "reasoning": "Button #1 ('DOWNLOAD') is selected as the secondary CTA. It has a different background color (#FFFFFF) and serves as an alternative download option, complementing the primary CTA."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "tech-savvy professionals"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.9,
    "overall": 0.9
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 2,
        "selectedLogoReasoning": "Selected #2 because it is visible, has a medium size, and matches the brand name 'Vellum'. It is linked to the homepage, making it the primary brand logo.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}