Finley Brand Identity

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

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

Quick Facts

Color Palette

• primary: #3898EC
• secondary: #DFE4D5
• accent: #DFE4D5
• background: #F7FDF7
• textPrimary: #272B27
• link: #012E32

Typography

• primary: BDO Grotesk — https://fonts.google.com/specimen/BDO+Grotesk
• heading: Recoleta — https://fonts.google.com/specimen/Recoleta

Visual Assets

• Logo:
• Favicon:

UI Components

• buttonPrimary: background=#DFE4D5, textColor=#272B27, borderColor=#DFE4D5, borderRadius=200px, shadow=none
• buttonSecondary: background=transparent, textColor=#FFFFFF, borderColor=#FFFFFF, borderRadius=200px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: financial institutions and businesses seeking debt management solutions

Finley Brand in the Wild

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

• Finley Technologies | Announcing Finley's Monthly Servicer Report Capabilities
  • Image:
  • Source: Source
• Finley Technologies | Blog
  • Image:
  • Source: Source
• Finley Technologies | January 2025 Product Release
  • Image:
  • Source: Source
• Finley Technologies | Blog
  • Image:
  • Source: Source
• Calculation Verification
  • Image:
  • Source: Source
• Finley Technologies | What is Return on Assets (ROA)? Everything You Need to Know About This Critical Metric
  • Image:
  • Source: Source

Working with these fonts

Not found on Google Fonts? Agent Instructions that you can follow if you have permission to use the 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": "BDO Grotesk",
      "role": "body"
    },
    {
      "family": "Recoleta",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#3898EC",
    "secondary": "#DFE4D5",
    "accent": "#DFE4D5",
    "background": "#F7FDF7",
    "textPrimary": "#272B27",
    "link": "#012E32"
  },
  "typography": {
    "fontFamilies": {
      "primary": "BDO Grotesk",
      "heading": "Recoleta"
    },
    "fontStacks": {
      "heading": [
        "Recoleta",
        "sans-serif"
      ],
      "body": [
        "BDO Grotesk",
        "sans-serif"
      ],
      "paragraph": [
        "BDO Grotesk",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "61px",
      "h2": "61px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "5px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#DFE4D5",
      "textColor": "#272B27",
      "borderColor": "#DFE4D5",
      "borderRadius": "200px",
      "borderRadiusCorners": {
        "topLeft": "200px",
        "topRight": "200px",
        "bottomRight": "200px",
        "bottomLeft": "200px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#FFFFFF",
      "borderColor": "#FFFFFF",
      "borderRadius": "200px",
      "borderRadiusCorners": {
        "topLeft": "200px",
        "topRight": "200px",
        "bottomRight": "200px",
        "bottomLeft": "200px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.prod.website-files.com/6630252fd9eb86eb14063bf2/699c9af76fd713aa317d4e9d_FinleyByConcord_Option1_primary_copper%2001%20Artboard%201.svg",
    "favicon": "https://cdn.prod.website-files.com/6630252fd9eb86eb14063bf2/69a0758456b0490c2843a268_finley%20favicon%2032x32.png",
    "ogImage": null,
    "logoHref": "/"
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "financial institutions and businesses seeking debt management solutions"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.9,
    "overall": 0.9
  }
}