Apptio Brand Identity

A complete profile of Apptio's visual system — colors, typography, components, and personality.

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

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",
         "borderRadiusCorners": {
             "topLeft": "8px",
             "topRight": "8px",
             "bottomRight": "8px",
             "bottomLeft": "8px"
         },
         "shadow": "none"
     },
     "buttonPrimary": {
         "background": "#266CFF",
         "textColor": "#FFFFFF",
         "borderRadius": "8px",
         "borderRadiusCorners": {
             "topLeft": "8px",
             "topRight": "8px",
             "bottomRight": "8px",
             "bottomLeft": "8px"
         },
         "shadow": "rgba(0, 0, 0, 0.08) 0px 2px 4px 0px"
     },
     "buttonSecondary": {
         "background": "#FFFFFF",
         "textColor": "#1E2124",
         "borderRadius": "8px",
         "borderRadiusCorners": {
             "topLeft": "8px",
             "topRight": "8px",
             "bottomRight": "8px",
             "bottomLeft": "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",
     "logoHref": "https://www.apptio.com",
     "logoAlt": "Apptio"
 },
 "personality": {
     "tone": "professional",
     "energy": "medium",
     "targetAudience": "technology decision-makers"
 },
 "designSystem": {
     "framework": "custom",
     "componentLibrary": ""
 },
 "confidence": {
     "buttons": 0.95,
     "colors": 0.9,
     "overall": 0.925
 }
}