Apptio Brand Identity

A complete profile of Apptio's visual system — colors, typography, components, and personality — extracted from https://apptio.com. Built for designers, agents, and AI tools.

• Page: https://characterquilt.com/branding/apptio
• Machine-readable JSON: https://characterquilt.com/branding/apptio.json
• Per-page llms.txt: https://characterquilt.com/branding/apptio/llms.txt

Quick Facts

Color Palette

• primary: #266CFF
• secondary: #FF5A6E
• accent: #266CFF
• background: #FFFFFF
• textPrimary: #1E2124
• link: #008F89

Typography

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

Visual Assets

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

UI Components

• input: background=#FFFFFF, textColor=#686E73, borderColor=#1E2124, borderRadius=8px, shadow=none
• buttonPrimary: background=#266CFF, textColor=#FFFFFF, borderRadius=8px, shadow=rgba(0, 0, 0, 0.08) 0px 2px 4px 0px
• buttonSecondary: background=#FFFFFF, textColor=#1E2124, borderRadius=8px, shadow=rgba(0, 0, 0, 0.08) 0px 2px 4px 0px

Brand Personality

Tone: professional · Energy: medium · Audience: technology decision-makers

Apptio Brand in the Wild

Real-world brand assets — ads, campaigns, marketing materials.

• TBM Conference - TBM by Design - Apptio
  • Image:
  • Source: Link
• Digitizing the PI Planning Experience - Apptio
  • Image:
  • Source: Link
• Public Sector IT – Optimize Government Technology Spend
  • Image:
  • Source: Link
• From Guesswork to Confidence: Introducing Intelligent Forecasting for Tech Spend Planning - Apptio
  • Image:
  • Source: Link
• Introducing IBM Apptio Mainframe TCO: Complete Visibility into Mainframe Costs and Usage - Apptio
  • Image:
  • Source: Link
• 10 Lean Agile Principles That Transform Your Business - Apptio
  • Image:
  • Source: Link

Working with these fonts

Not found on Google Fonts? Here’s a 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": "Lato","role": "body"}
  ],
  "colors": {
    "primary": "#266CFF",
    "secondary": "#FF5A6E",
    "accent": "#266CFF",
    "background": "#FFFFFF",
    "textPrimary": "#1E2124",
    "link": "#008F89"
  },
  "typography": {
    "fontFamilies": {"primary": "Lato","heading": "Lato"},
    "fontStacks": {"heading": ["Lato","sans-serif"],"body": ["Lato","sans-serif"],"paragraph": ["Lato","sans-serif"]},
    "fontSizes": {"h1": "60.8px","h2": "36px","body": "15.4px"}
  },
  "spacing": {"baseUnit": 4,"borderRadius": "6px"},
  "components": {
    "input": {"background": "#FFFFFF","textColor": "#686E73","borderColor": "#1E2124","borderRadius": "8px","shadow": "none"},
    "buttonPrimary": {"background": "#266CFF","textColor": "#FFFFFF","borderRadius": "8px","shadow": "rgba(0, 0, 0, 0.08) 0px 2px 4px 0px"},
    "buttonSecondary": {"background": "#FFFFFF","textColor": "#1E2124","borderRadius": "8px","shadow": "rgba(0, 0, 0, 0.08) 0px 2px 4px 0px"}
  },
  "images": {
    "logo": "https://cdn.shortpixel.ai/spai/ret_img/www.apptio.com/wp-content/uploads/Apptio-IBM-Logo-Color-1.svg",
    "favicon": "https://www.apptio.com/wp-content/uploads/favicon.ico",
    "ogImage": "https://www.apptio.com/wp-content/uploads/Apptio-anIBMCompany-social.png"
  },
  "personality": {"tone": "professional","energy": "medium","targetAudience": "technology decision-makers"}
}