Visual Brand Extractor

Visual Brand Extractor

Extract a client's visual identity from their website and generate reusable style presets for slides and content assets. This is an agent-executed skill — the AI reads pages via WebFetch and performs the analysis directly.

Quick Start

Extract visual branding from https://vapi.ai for the Vapi client.

Inputs

| Input | Required | Description |

|-------|----------|-------------|

| Website URL | Yes | Client's homepage or landing page URL |

| Client name | Yes | For naming the output files |

| Additional pages | No | Product page, docs page, etc. for richer extraction |

Output

Two files saved to clients/<client-name>/brand/visual-identity.md:

• Slide preset — CSS custom properties, typography, and signature elements matching the format in skills/create-html-slides/STYLE_PRESETS.md
• Brand config JSON — Simple color/font config matching skills/content-asset-creator format

Process

Phase 1: Fetch Target Pages

Fetch 2-3 pages to get a representative sample of the brand:

• Homepage (mandatory) — the primary brand expression
• Product/feature page (if available) — deeper color and layout usage
• Blog or about page (optional) — secondary design context

Use WebFetch on each URL with a prompt like:

> "Extract the full content of this page. I need: all color values (hex, rgb, hsl), font family names, CSS class names (especially Tailwind utility classes), any CSS custom properties/variables, meta tags, and the general structure of the page layout. Preserve exact color codes and font names."

Phase 2: Extract Color Palette

Analyze the fetched content to identify the color palette. Look for these sources in priority order:

2.1 CSS Custom Properties

Look for :root, html, or body blocks containing color variables:

--color-primary, --primary, --brand, --accent
--bg-*, --background-*
--text-*, --foreground-*

2.2 Meta Tags

Check for:

• <meta name="theme-color" content="#..."> — often the primary brand color
• <meta name="msapplication-TileColor" content="#...">

2.3 Explicit CSS Color Declarations

Search for color values in these properties:

• background-color, background (including gradients)
• color (text colors)
• border-color, border
• box-shadow (accent/glow colors)
• fill, stroke (SVG logo colors)

2.4 Tailwind Utility Classes

If the site uses Tailwind CSS, map utility classes to hex values using the reference table below.

2.5 Classify Colors into Roles

| Role | How to Identify |

|------|----------------|

| bg-primary | background-color on body, html, or outermost container. The most common background. |

| bg-secondary | Background on cards, sections, or secondary containers. Slightly different from primary. |

| text-primary | color on body or the most common text color. |

| text-secondary | Muted text variant — used on subtitles, descriptions, .text-gray-* elements. |

| accent | Most prominent non-bg, non-text color. Found on buttons, links, CTAs, highlights. Also check <meta name="theme-color">. |

| accent-secondary | Second accent color, or gradient partner. Found on secondary buttons, hover states. |

| card-bg | Background of cards, modals, or elevated surfaces (if different from bg-primary). |

2.6 Determine Theme Type

Check the luminance of bg-primary:

• Dark theme: Dark background (black, navy, charcoal) with light text
• Light theme: White or cream background with dark text
• Mixed: Note if the site uses both (e.g., dark hero + light content sections)

Phase 3: Extract Typography

3.1 Find Font Sources

Look for font loading in this order:

• Google Fonts <link> tags — Font name is in the URL:

   fonts.googleapis.com/css2?family=Inter:wght@400;700

→ Font: Inter, weights: 400, 700

• Fontshare <link> tags — Similar URL pattern:

   api.fontshare.com/v2/css?f[]=clash-display@400,700

→ Font: Clash Display

• @font-face declarations — Extract the font-family value

• font-family CSS properties — Direct declarations on elements

3.2 Classify into Display vs Body

| Role | How to Identify |

|------|----------------|

| Display font | Font on h1, h2, .title, .heading, .hero-title, or the largest/boldest text. |

| Body font | Font on body, p, or general content elements. |

If both use the same font family, it's a single-family pairing (like "Manrope + Manrope"). Note the different weights used for display (700-900) vs body (400-500).

3.3 Handle Proprietary Fonts

If the site uses a font NOT available on Google Fonts or Fontshare, map it to the closest available equivalent using the Font Fallback Table below.

Phase 4: Analyze Visual Patterns

Examine the CSS and page structure for these aesthetic signals:

| Signal | What to Look For | Aesthetic Implication |

|--------|-----------------|---------------------|

| Border radius | border-radius values — large (12px+, 9999px) vs small (2-4px) vs none | Rounded = friendly/modern. Sharp = corporate/bold. |

| Gradients | linear-gradient, radial-gradient in backgrounds | Gradient-forward = modern SaaS aesthetic |

| Shadows | box-shadow frequency and intensity | Heavy shadows = depth/elevation. None = flat/minimal. |

| Spacing | Padding/margin sizes — generous (4rem+) vs tight (1rem) | Airy = premium/minimal. Dense = information-rich. |

| Animations | @keyframes, transition, transform presence | Motion-forward = energetic. Minimal = calm/professional. |

| Grid patterns | Background grid/dot patterns, decorative overlays | Technical/developer aesthetic |

| Gradient orbs | radial-gradient on positioned pseudo-elements | Modern, atmospheric aesthetic |

| Borders as accents | Colored border-left or border-top on sections | Editorial, organized aesthetic |

Synthesize the Vibe

Based on the signals above, compose:

• Vibe: 2-4 adjectives (e.g., "Clean, technical, developer-focused, modern")
• Layout description: 1 sentence (e.g., "Full-width dark sections with centered content and generous whitespace")
• Signature elements: 3-4 reproducible CSS patterns from the site

Phase 5: Generate Output

Create the file clients/<client-name>/brand/visual-identity.md with both output formats.

Output Template

# Visual Brand Identity: [Company Name]

**Extracted from:** [URL(s)]
**Date:** [YYYY-MM-DD]

---

## Slide Preset

**Vibe:** [2-4 adjectives]

**Layout:** [1 sentence describing dominant layout pattern]

**Typography:**
- Display: `[Font Name]` ([weight, e.g., 700/800])
- Body: `[Font Name]` ([weight, e.g., 400/500])

**Colors:**

:root {

--bg-primary: [hex];

--bg-secondary: [hex];

--text-primary: [hex];

--text-secondary: [hex];

--accent: [hex];

--accent-secondary: [hex];

}

**Signature Elements:**
- [Element 1, e.g., "Subtle gradient orbs as background decoration"]
- [Element 2, e.g., "Rounded cards with 12px border-radius and light shadow"]
- [Element 3, e.g., "Accent-colored left border on feature blocks"]
- [Element 4, e.g., "Grid dot pattern overlay on hero sections"]

**Font Loading:**

<link href="https://fonts.googleapis.com/css2?family=[Font1]:wght@[weights]&family=[Font2]:wght@[weights]&display=swap" rel="stylesheet">

---

## Brand Config (JSON)

For use with `content-asset-creator` and other skills:

{

"name": "[Company]",

"primary_color": "[accent hex]",

"secondary_color": "[accent-secondary hex]",

"accent_color": "[accent hex]",

"background": "[bg-primary hex]",

"text_color": "[text-primary hex]",

"font_heading": "[Display Font]",

"font_body": "[Body Font]",

"logo_url": "[if discovered, otherwise omit]"

}

---

## Extraction Notes

[Any notes about the extraction — proprietary fonts that were mapped, multiple themes detected, sparse CSS from JS-rendered sites, etc.]

Font Fallback Table

When a site uses a proprietary font not available on Google Fonts or Fontshare, use this mapping to find the closest available alternative:

| Font Category | Proprietary Examples | Google Fonts Alternative | Fontshare Alternative |

|--------------|---------------------|-------------------------|----------------------|

| Geometric sans | Circular, Roobert, Graphik, Product Sans | Plus Jakarta Sans, Outfit, Manrope | General Sans, Satoshi |

| Humanist sans | Proxima Nova, Calibri, Gill Sans | Source Sans 3, DM Sans, Work Sans | — |

| Neo-grotesque | Akkurat, Aktiv Grotesk, Suisse Int'l | Space Grotesk, Archivo, Albert Sans | Switzer |

| Modern serif | Tiempos, Canela, GT Sectra | Fraunces, Cormorant, Playfair Display | Zodiak, Sentient |

| Slab serif | Sentinel, Clarendon, Rockwell | Zilla Slab, Roboto Slab | — |

| Classic serif | Mercury, Chronicle, Minion | Source Serif 4, Lora, Libre Baskerville | Bespoke Serif |

| Monospace | SF Mono, Berkeley Mono, Dank Mono | JetBrains Mono, Fira Code, Space Mono | Jet Brains Mono |

| Display / decorative | GT Walsheim, Recoleta, Campton | Syne, Archivo Black, Bricolage Grotesque | Clash Display, Cabinet Grotesk |

Decision heuristic: If unsure which category a font falls into, look at its characteristics:

• Round dots and geometric 'o' → Geometric sans
• Varies stroke widths, warm feel → Humanist sans
• Uniform strokes, neutral → Neo-grotesque
• Serifs with high contrast → Modern serif

Tailwind CSS Color Reference

If the site uses Tailwind utility classes, map them to hex values:

Grays

| Class | Hex | Class | Hex |

|-------|-----|-------|-----|

| gray-50 | #F9FAFB | gray-500 | #6B7280 |

| gray-100 | #F3F4F6 | gray-600 | #4B5563 |

| gray-200 | #E5E7EB | gray-700 | #374151 |

| gray-300 | #D1D5DB | gray-800 | #1F2937 |

| gray-400 | #9CA3AF | gray-900 | #111827 |

| | | gray-950 | #030712 |

Slate (common for dark themes)

| Class | Hex | Class | Hex |

|-------|-----|-------|-----|

| slate-50 | #F8FAFC | slate-500 | #64748B |

| slate-100 | #F1F5F9 | slate-600 | #475569 |

| slate-200 | #E2E8F0 | slate-700 | #334155 |

| slate-300 | #CBD5E1 | slate-800 | #1E293B |

| slate-400 | #94A3B8 | slate-900 | #0F172A |

| | | slate-950 | #020617 |

Blues

| Class | Hex | Class | Hex |

|-------|-----|-------|-----|

| blue-400 | #60A5FA | blue-700 | #1D4ED8 |

| blue-500 | #3B82F6 | blue-800 | #1E40AF |

| blue-600 | #2563EB | blue-900 | #1E3A8A |

Greens

| Class | Hex | Class | Hex |

|-------|-----|-------|-----|

| green-400 | #4ADE80 | green-600 | #16A34A |

| green-500 | #22C55E | green-700 | #15803D |

Common Accent Colors

| Class | Hex | Class | Hex |

|-------|-----|-------|-----|

| indigo-500 | #6366F1 | purple-500 | #A855F7 |

| indigo-600 | #4F46E5 | violet-500 | #8B5CF6 |

| emerald-500 | #10B981 | amber-500 | #F59E0B |

| teal-500 | #14B8A6 | rose-500 | #F43F5E |

| cyan-500 | #06B6D4 | orange-500 | #F97316 |

Note: Tailwind classes appear as bg-blue-600, text-gray-900, border-indigo-500, etc. Strip the property prefix (bg-, text-, border-) to get the color token, then look up the hex value above.

For custom Tailwind themes (e.g., bg-brand, text-brand-light), check the page's <script> tags for a tailwind.config object that defines custom colors.

Edge Cases

JS-Rendered Sites (Sparse CSS)

Many modern sites (Next.js, React) inject styles via JavaScript. WebFetch may return minimal inline CSS. In this case:

• Focus on Tailwind utility classes in class attributes
• Check <script> tags for embedded config objects
• Look for <style> tags that contain CSS-in-JS output
• If still sparse, ask the user: "The site appears to use dynamic styling. Could you share a screenshot or provide their brand guidelines directly?"

Multiple Color Schemes (Light/Dark Mode)

Some sites define both light and dark themes via prefers-color-scheme. Extract the default (non-media-query) theme. If a dark mode variant is detected, note it in the Extraction Notes section.

Too Many Colors

Enterprise sites may use dozens of colors. Focus on:

• The hero/above-the-fold section for the primary palette
• Button/CTA colors for accent identification
• Frequency analysis — top 5-7 unique colors define the brand

No Usable Font Information

If font detection fails completely:

• Check if the site mentions font names in its CSS comments or config
• Look at the overall aesthetic and pick a matching pairing from the existing slide presets
• Default to a safe, distinctive pairing based on vibe: serif display + sans body for premium; geometric sans for modern tech

Example

Running this skill on https://vapi.ai might produce:

# Visual Brand Identity: Vapi

**Extracted from:** https://vapi.ai, https://docs.vapi.ai
**Date:** 2026-02-26

---

## Slide Preset

**Vibe:** Technical, developer-focused, clean, modern

**Layout:** Dark full-width sections with centered content, card-based feature grids, generous spacing

**Typography:**
- Display: `Inter` (700/800)
- Body: `Inter` (400/500)

**Colors:**
\```css
:root {
    --bg-primary: #0F172A;
    --bg-secondary: #1E293B;
    --text-primary: #F8FAFC;
    --text-secondary: #94A3B8;
    --accent: #22C55E;
    --accent-secondary: #3B82F6;
}
\```

**Signature Elements:**
- Subtle gradient orbs in background (green-to-blue radial gradients)
- Rounded cards with slate-800 background and subtle border
- Code-style monospace accents for technical terms
- Green accent on CTAs and interactive elements

**Font Loading:**
\```html
<link href="https://fonts.googleapis.com/css2?family=Inter:wght@400;500;700;800&display=swap" rel="stylesheet">
\```

*(This is an illustrative example — actual extraction results will vary based on the live site.)*

Tips

• Homepage is usually enough. If the homepage has clear branding, you don't need additional pages. Fetch a second page only if the homepage is sparse or uses a different aesthetic from the rest of the site.
• Buttons reveal the accent color. The most reliable way to identify the primary accent is to find the button/CTA background color.
• Check the favicon/logo. SVG logos often contain the exact brand colors as fill values.
• Don't over-extract. The goal is 5-7 colors, 1-2 fonts, and 3-4 signature elements. More than that creates noise, not signal.
• When in doubt, simplify. A 3-color palette (bg + text + accent) with one font family at two weights makes a clean, usable preset.

Dependencies

• Web fetch capability (for reading website pages)
• No API keys or paid tools required