Deed Brand Identity

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

Quick Facts

Color Palette

• primary: #5128AA
• secondary: #1A1A2E
• accent: #5128AA
• background: #FFFFFF
• textPrimary: #170F49
• link: #170F49

Typography

• primary: Gt Walsheim — https://fonts.google.com/specimen/Gt+Walsheim
• heading: Gt Walsheim — https://fonts.google.com/specimen/Gt+Walsheim

Visual Assets

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

UI Components

• buttonPrimary: background=#5128AA, textColor=#000000, borderRadius=20px, shadow=rgba(0, 0, 0, 0.2) 0px 1px 20px -20px
• buttonSecondary: background=#FFFFFF, textColor=#000000, borderRadius=20px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: corporate and non-profit organizations focused on employee engagement and social impact.

Deed Brand in the Wild

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

• Why Patagonia's Founder Gave Away the Company

  Source: Why Patagonia's Founder Gave Away the Company

• Blog Series - Making it Measurable: Proving the ROI of Impact

  Source: Making it Measurable

• Cause of the Month Toolkits

  Source: Toolkits

• Blog Series - Culture in Action: Building a Purpose-Driven Workforce

  Source: Culture in Action

• Blog Series - ERG-Driven Impact: A Catalyst for Culture, Belonging, and Change

  Source: ERG-Driven Impact

• The Top 10 Ideas on Corporate Social Impact from 2023

  Source: Top 10 Ideas

Working with these fonts

CharacterQuilt.com suggests this 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": "Gt Walsheim",
 "role": "body"
 }
],
 "colors": {
 "primary": "#5128AA",
 "secondary": "#1A1A2E",
 "accent": "#5128AA",
 "background": "#FFFFFF",
 "textPrimary": "#170F49",
 "link": "#170F49"
 },
 "typography": {
 "fontFamilies": {
 "primary": "Gt Walsheim",
 "heading": "Gt Walsheim"
 },
 "fontStacks": {
 "heading": [
 "Gt Walsheim",
 "sans-serif"
 ],
 "body": [
 "Gt Walsheim",
 "sans-serif"
 ],
 "paragraph": [
 "Gt Walsheim",
 "sans-serif"
 ]
 },
 "fontSizes": {
 "h1": "32px",
 "h2": "36px",
 "body": "14px"
 }
 },
 "spacing": {
 "baseUnit": 4,
 "borderRadius": "15px"
 },
 "components": {
 "buttonPrimary": {
 "background": "#5128AA",
 "textColor": "#000000",
 "borderRadius": "20px",
 "borderRadiusCorners": {
 "topLeft": "20px",
 "topRight": "20px",
 "bottomRight": "20px",
 "bottomLeft": "20px"
 },
 "shadow": "rgba(0, 0, 0, 0.2) 0px 1px 20px -20px"
 },
 "buttonSecondary": {
 "background": "#FFFFFF",
 "textColor": "#000000",
 "borderRadius": "20px",
 "borderRadiusCorners": {
 "topLeft": "20px",
 "topRight": "20px",
 "bottomRight": "20px",
 "bottomLeft": "20px"
 },
 "shadow": "none"
 }
 },
 "images": {
 "logo": "https://cdn.prod.website-files.com/60ecc49886bb2cc8b11d875a/69a8f35e25cab49add9cc16a_Deed-Bonterra-logo_white.svg",
 "favicon": "https://cdn.prod.website-files.com/60ecc49886bb2cc8b11d875a/66d9d97c6997c5af246a57f7_deed-favicon-32x32.png",
 "ogImage": "https://cdn.prod.website-files.com/60ecc49886bb2cc8b11d875a/6980cf1d7511416c83c8e6cd_Home%20Page_Thumbnail.png"
 },
 "personality": {
 "tone": "professional",
 "energy": "medium",
 "targetAudience": "corporate and non-profit organizations focused on employee engagement and social impact."
 },
 "designSystem": {
 "framework": "custom",
 "componentLibrary": ""
 }
}