# Tumblr

> Generated by BrandSweets from the tumblr-com BrandDoc (v4, schema 1). Do not edit by hand.

## Identity

**Tagline:** Tumblr is the place you go to be yourself on the internet. No performance, no perfection. Just you, and the people who get it.

**Sector:** social

**Domain:** tumblr.com

**Guidelines:** https://www.tumblr.com/brand-guidelines


Tumblr is the place you go to be yourself on the internet. No performance, no perfection. Just you, and the people who get it.

## Colors

| Role | Name | Hex | Dark | Usage |
| --- | --- | --- | --- | --- |
| `primary` | Charcoal | `#304058` | — | Primary brand color: CTAs, links, active states. |
| `secondary` | Charcoal | `#36465d` | — | Secondary brand color. |
| `accent` | Orange Red | `#ff4930` | — | Accent: highlights and secondary emphasis. |
| `surface` | White | `#ffffff` | — | Page and card background. |
| `text` | Near Black | `#111111` | — | Body text on surface. |

### Scales

- **primary:** 50 `#f3f4f6`, 100 `#e1e5ea`, 200 `#c4cede`, 300 `#a0b1ca`, 400 `#7f96b8`, 500 `#617ea8`, 600 `#506a91`, 700 `#415676`, 800 `#304058`, 900 `#263040`, 950 `#192029`
- **secondary:** 50 `#f3f5f6`, 100 `#e2e5e9`, 200 `#c5cfdd`, 300 `#a1b2c9`, 400 `#8197b6`, 500 `#647fa6`, 600 `#526b8e`, 700 `#435875`, 800 `#36465d`, 900 `#27313f`, 950 `#1a2029`
- **accent:** 50 `#faf0ef`, 100 `#f4dbd7`, 200 `#ffaea3`, 300 `#ff7c6b`, 400 `#ff4930`, 500 `#ff270a`, 600 `#e01a00`, 700 `#b81500`, 800 `#8f1100`, 900 `#5e1208`, 950 `#3d0c05`
- **surface:** 50 `#ffffff`, 100 `#e6e6e6`, 200 `#d1d1d1`, 300 `#b5b5b5`, 400 `#9c9c9c`, 500 `#858585`, 600 `#707070`, 700 `#5c5c5c`, 800 `#474747`, 900 `#333333`, 950 `#212121`
- **text:** 50 `#f5f5f5`, 100 `#e6e6e6`, 200 `#d1d1d1`, 300 `#b5b5b5`, 400 `#9c9c9c`, 500 `#858585`, 600 `#707070`, 700 `#5c5c5c`, 800 `#474747`, 900 `#333333`, 950 `#111111`

## Typography

### Families

#### Favorit `favorit`
- **Source:** custom
- **Weights:** 400 Regular, 700 Bold
- **Fallback stack:** `Favorit, "Helvetica Neue", HelveticaNeue, Helvetica, Arial, sans-serif`
- **Licensing:** Auto-detected web font; provenance unconfirmed. Reference only — never rehost without a license.

#### Gibson `gibson`
- **Source:** custom
- **Weights:** 400 Regular, 600 Semibold, 700 Bold
- **Fallback stack:** `Gibson, sans-serif`
- **Licensing:** Auto-detected web font; provenance unconfirmed. Reference only — never rehost without a license.

### Role assignments

- **heading:** Gibson (`gibson`)
- **body:** Favorit (`favorit`)

### Scale

| Step | Size (rem) | Line height | Tracking (em) |
| --- | --- | --- | --- |
| sm | 0.875 | 1.5 | — |
| base | 1 | 1.6 | — |
| lg | 1.25 | 1.4 | — |
| xl | 1.75 | 1.25 | — |
| 2xl | 2.25 | 1.15 | — |
| display | 3.5 | 1.05 | -0.02 |

## Gradients

Derived from the colour roles (perceptual interpolation; same tokens in brand.css / tokens.json):

- **--brand-gradient:** `linear-gradient(135deg in oklch shorter hue, #61728d 0%, #304058 50%, #061328 100%)` — worst-case contrast white 4.88:1 AA, black 1.13:1
- **--brand-gradient-hero:** `linear-gradient(135deg in oklch shorter hue, #6c717b 0%, #3a4048 50%, #0f141b 100%)` — ink #ffffff; worst-case contrast white 4.90:1 AA, black 1.14:1
- **--brand-gradient-button:** `linear-gradient(180deg in oklch shorter hue, #3a4b63 0%, #26364d 100%)` — ink #ffffff; hover `linear-gradient(180deg in oklch shorter hue, #42536c 0%, #2d3d55 100%)`; active `linear-gradient(180deg in oklch shorter hue, #33435b 0%, #1f2e45 100%)`

## Logos

### primary
- **Formats:**
  - `svg`: https://iihdrqhzaupyssngtrja.supabase.co/storage/v1/object/public/brand-assets/workspaces/9fa09c23-9560-4b2e-87b6-eae0d28b47fe/brands/e1b40a57-a3cb-4155-9fe1-d9aab188846c/logos/primary-ea645c5ed2f70c37.svg
- **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:** any
- **Notes:** Re-sourced 2026-09-02 from the brand's own site (inline-svg). Hosted by us. Selection: source=home-link-svg (100); vector SVG (+16); single trivial glyph (0 el / 0 cmds) (-32)

### mark
- **Formats:**
  - `svg` (24×24): https://iihdrqhzaupyssngtrja.supabase.co/storage/v1/object/public/brand-assets/workspaces/9fa09c23-9560-4b2e-87b6-eae0d28b47fe/brands/e1b40a57-a3cb-4155-9fe1-d9aab188846c/logos/mark-simpleicons-5a018573bca01413.svg
- **Clearspace:** 1× logo-height — Default clearspace of one logo-height on all sides (auto-seeded; refine after review).
- **Min size:** 16px w (screen)
- **Allowed backgrounds:** any
- **Notes:** Brand mark from Simple Icons (CC0 1.0, public domain). source: simple-icons · slug: tumblr · artwork citation: https://www.tumblr.com/logo

### favicon
- **Formats:**
  - `png`: https://assets.tumblr.com/pop/manifest/apple-touch-icon-f8ea2554.png
- **Allowed backgrounds:** any

## Boards

- **Cover** — `cover` (`board-cover`)
- **Color System** — `color-system` (`board-colors`)
- **Type Specimen** — `type-specimen` (`board-type`)
- **Logo Suite** — `logo-suite` (`board-logos`)

## Resources

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