# Framer

> Generated by BrandSweets from the framer BrandDoc (v2, schema 1). Do not edit by hand.

## Identity

**Tagline:** The web builder loved by designers.

**Mission:** Empower everyone to design and publish for the web.

**Sector:** design tools / website builder

**Audience:** designers, founders, and teams shipping sites

**Founded:** 2014

**Domain:** framer.com

**Guidelines:** https://www.framer.com/brand


Framer lets anyone ship a beautiful, responsive website without code — designing, publishing, and iterating in one place. The brand is high-contrast and confident: crisp black-on-white, one electric blue, tight Inter type, and motion baked into everything. It looks like the product feels — fast, precise, and a little electric.

### Values

- **Design-first** — Every pixel and every word is designed on purpose.
- **Speed** — From idea to published in minutes, in the product and the brand.
- **Motion** — Interfaces are alive; motion communicates, it doesn't decorate.

## Voice

**Tone:** confident, crisp, modern, energetic

### Do

- Be crisp and declarative — one strong idea per line
- Speak to designers as peers
- Show the outcome: a live, shipped site
- Keep energy high without hype

### Don't

- Don't pad with adjectives
- Avoid generic 'no-code' clichés
- Never bury the capability

### Sample copy

- **button** _(cta)_: "Start for free" — `cta-button`
- **empty canvas** _(empty-state)_: "Blank canvas. Drop a section to get started." — `empty-state`
- **feature subhead** _(headline)_: "Design, publish, and scale — all in one place." — `feature-line`
- **hero headline** _(headline)_: "The web builder loved by designers." — `hero-headline`

### Vocabulary

- **Preferred:** publish, responsive, canvas, components, sites
- **Avoided:** synergy, leverage, revolutionary, solutions
- **Canvas:** The infinite design surface; capitalized when naming the feature.
- **Framer:** Always capitalized; the product and the company.

## Colors

| Role | Name | Hex | Dark | Usage |
| --- | --- | --- | --- | --- |
| `primary` | Framer Blue | `#0055ff` | — | The electric blue — primary CTAs, links, brand highlights. |
| `surface` | White | `#ffffff` | `#0a0a0a` | High-key white canvas; dark mode is near-black. |
| `text` | Black | `#0a0a0a` | `#fafafa` | Body and heading text on white; near-white on dark. |

### Scales

- **primary:** 50 `#e6efff`, 100 `#cddfff`, 200 `#99bfff`, 300 `#669eff`, 400 `#337eff`, 500 `#0055ff`, 600 `#0045d1`, 700 `#0037a4`, 800 `#002b82`, 900 `#00246b`, 950 `#00133b`
- **surface:** 50 `#ffffff`, 100 `#f5f5f5`, 200 `#e5e5e5`, 300 `#d4d4d4`, 400 `#a3a3a3`, 500 `#737373`, 600 `#525252`, 700 `#404040`, 800 `#262626`, 900 `#171717`, 950 `#0a0a0a`
- **text:** 50 `#fafafa`, 100 `#ededed`, 200 `#d1d1d1`, 300 `#a8a8a8`, 400 `#7a7a7a`, 500 `#575757`, 600 `#3f3f3f`, 700 `#2e2e2e`, 800 `#1c1c1c`, 900 `#121212`, 950 `#0a0a0a`

## Typography

### Families

#### Inter `inter`
- **Source:** google
- **Foundry:** Rasmus Andersson
- **Weights:** 400 Regular, 500 Medium, 600 Semibold, 700 Bold
- **Fallback stack:** `Inter, system-ui, sans-serif`
- **Licensing:** Inter (SIL OFL) — safe to self-host. Used as a variable font.
- **License:** https://github.com/rsms/inter/blob/master/LICENSE.txt
- **Usage:** The single brand sans across display, heading, and body, set tight.
- **Variable axes:** wght 100–900 (def 400)

### Role assignments

- **display:** Inter (`inter`) — weights 600, 700 — Set tight with negative tracking for headlines.
- **heading:** Inter (`inter`) — weights 500, 600
- **body:** Inter (`inter`) — weights 400, 500

### Scale

| Step | Size (rem) | Line height | Tracking (em) |
| --- | --- | --- | --- |
| xs | 0.75 | 1.5 | — |
| sm | 0.875 | 1.5 | — |
| base | 1 | 1.5 | — |
| lg | 1.25 | 1.35 | — |
| xl | 1.75 | 1.15 | -0.02 |
| display | 3.5 | 1 | -0.035 |

## Logos

### primary
- **Formats:**
  - `svg` (24×24): data:image/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%2024%2024%22%20role%3D%22img%22%3E%3Ctitle%3EFramer%3C%2Ftitle%3E%3Cpath%20d%3D%22M4%200h16v8h-8zM4%208h8l8%208H4zM4%2016h8v8z%22%20fill%3D%22%230055FF%22%2F%3E%3C%2Fsvg%3E
  - `png` (960×240): brands/framer/logo-primary@2x.png
- **Clearspace:** 1× cap-height — One cap-height of clear space on all sides.
- **Min size:** 88px w (screen)
- **Allowed backgrounds:** light, dark
- **Notes:** Official monochrome mark from simple-icons (CC0 / public domain). Source: https://framer.com

### mark
- **Symbol name:** The Framer F
- **Formats:**
  - `svg` (96×96): brands/framer/mark.svg
- **Clearspace:** 0.5× mark-width
- **Min size:** 20px w (screen)
- **Allowed backgrounds:** any

### mono
- **Formats:**
  - `svg` (24×24): data:image/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%2024%2024%22%20role%3D%22img%22%3E%3Ctitle%3EFramer%3C%2Ftitle%3E%3Cpath%20d%3D%22M4%200h16v8h-8zM4%208h8l8%208H4zM4%2016h8v8z%22%20fill%3D%22%23111111%22%2F%3E%3C%2Fsvg%3E
- **Clearspace:** 1× logo-height — Default clearspace of one logo-height on all sides (auto-seeded; refine after review).
- **Min size:** 24px w (screen)
- **Allowed backgrounds:** light, muted
- **Disallowed backgrounds:** dark
- **Notes:** Official monochrome mark from simple-icons (CC0 / public domain). Source: https://framer.com

### inverse
- **Formats:**
  - `svg` (480×120): brands/framer/logo-inverse.svg
- **Clearspace:** 1× cap-height
- **Min size:** 88px w (screen)
- **Allowed backgrounds:** dark, brand

### favicon
- **Formats:**
  - `svg` (32×32): brands/framer/favicon.svg
  - `ico` (32×32): brands/framer/favicon.ico
- **Allowed backgrounds:** any

## Usage Rules

- **[MUST] Meet WCAG AA for text** (accessibility) — Black on white clears AA easily; keep blue for fills and links. `contrast-aa`
- **[MUST] Respect logo clear space** (logo) — Keep at least one cap-height of clear space around the lockup. `logo-clearspace`
- **[SHOULD] Set display type tight** (typography) — Headlines use Inter with negative tracking. Keep leading tight for the crisp Framer feel. `tight-type`
- **[SHOULD] One idea per line** (voice) — Be crisp and declarative. Cut the second sentence if it isn't load-bearing. `voice-crisp`

## Boards

- **Framer — Brand** — `cover` (`board-cover`)
- **Logo** — `logo-suite` (`board-logos`)
- **Color** — `color-system` (`board-colors`)
- **Typography** — `type-specimen` (`board-type`)
- **Voice** — `voice` (`board-voice`)
- **Social** — `social-mockups` (`board-social`)

## Resources

- Tokens (JSON): /b/framer/tokens.json
- Tokens (CSS): /b/framer/brand.css
- This document: /b/framer/brand.md
- MCP endpoint (public read): mcp.brandsweets.com/framer/mcp
- Agent integration guide: /agents.md