Finley Brand Identity

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

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: Finley CMS Blog
• Finley Technologies | Blog
  • Image:
  • Source: Finley CMS Blog
• Finley Technologies | January 2025 Product Release
  • Image:
  • Source: January 2025 Product Release
• Finley Technologies | Blog
  • Image:
  • Source: Finley CMS Blog
• Calculation Verification
  • Image:
  • Source: Calculation Verification
• Finley Technologies | What is Return on Assets (ROA)? Everything You Need to Know About This Critical Metric
  • Image:
  • Source: ROA Metric Article

Working with these fonts

Not found on Google Fonts? Here is 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 and copy out the matching @font-face declarations.

Programmatic alternative: load the URL with Playwright or Puppeteer to extract fonts programmatically.

Only do this if you have permission to use the brand assets.

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",
   "shadow": "none"
  },
  "buttonSecondary": {
   "background": "transparent",
   "textColor": "#FFFFFF",
   "borderColor": "#FFFFFF",
   "borderRadius": "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"
 },
 "personality": {
  "tone": "professional",
  "energy": "medium",
  "targetAudience": "financial institutions and businesses seeking debt management solutions"
 }
}