# GoCardless Brand Identity A complete profile of **GoCardless**'s visual system — colors, typography, components, and personality — extracted from http://gocardless.com. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/gocardless - Machine-readable JSON: https://characterquilt.com/branding/gocardless.json - Per-page llms.txt: https://characterquilt.com/branding/gocardless/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #F1F252 | | Accent | #F1F252 | | Body Font | Haffer | | Heading Font | Haffer | ## Color Palette - primary: #F1F252 - secondary: #EAE8F9 - accent: #F1F252 - background: #EFECE7 - textPrimary: #1C1B18 - link: #8C8579 ## Typography - primary: Haffer — https://fonts.google.com/specimen/Haffer - heading: Haffer — https://fonts.google.com/specimen/Haffer ## Visual Assets - Logo: data:image/svg+xml;charset=utf-8,%3Csvg%20height='23'%20width='150'%20xmlns='http://www.w3.org/2000/svg'%20version='1.1'%3E%3C/svg%3E - Favicon: https://gocardless.com/content-platform/favicon-32x32.png?v=782d298e4e4d81e33987efc57ce8e4d0 - Social card (og:image): https://gocardless.com/content-platform/static/816e9048c2a134da3e79b8677556ad0f/f8482/og-full.png ## UI Components - buttonPrimary: background=#F1F252, textColor=#1C1B18, borderRadius=32px, shadow=rgba(0, 0, 0, 0) 0px 0px 0px 1px inset, rgba(0, 0, 0, 0) 0px 0px 0px 0px - buttonSecondary: background=#1C1B18, textColor=#FAF9F7, borderRadius=32px, shadow=rgba(0, 0, 0, 0) 0px 0px 0px 1px inset, rgba(0, 0, 0, 0) 0px 0px 0px 0px ## Brand Personality Tone: professional · Energy: medium · Audience: businesses seeking payment solutions ## GoCardless Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **Manage payment schedules for your templates – Support Centre** - Image: https://support.gocardless.com/hc/article_attachments/17145013360796 - Source: https://support.gocardless.com/hc/en-nz/articles/17145030724636-Manage-payment-schedules-for-your-templates - **Welcome to our new blog | GoCardless** - Image: https://images.ctfassets.net/40w0m41bmydz/62b2OfvTRyqfdYmCj9FSa/7d11e7681b6f6f3a9862e7c3f9c4c45f/images_-_blog_-_newblog.jpg?w=1980&h=1114&fl=progressive&q=50&fm=jpg - Source: https://gocardless.com/blog/welcome-to-our-new-blog/ - **GoCardless Embed | GoCardless** - Image: https://images.ctfassets.net/40w0m41bmydz/7uaY5Rp6mRWYgKJwbc3RFM/e1783a2d8d99c65bca5d61ee241f4cc7/BD-745_Payment-Providers-Global-Marketing-Assets-Preview-Image-Diagram-EN.png - Source: https://gocardless.com/solutions/gocardless-embed/ - **10 ideas about 2.5 years | GoCardless** - Image: https://images.ctfassets.net/40w0m41bmydz/1uOgaWuyb5vaKUIpPpx6Dq/0d29d6ae096c5b7b8a108a01185b811e/ten-ideas_team1.jpg?w=1600&h=1132&fl=progressive&q=50&fm=jpg - Source: https://gocardless.com/blog/10-ideas-about-2-point-5-years/ - **Top articles by Neil Morgan | GoCardless** - Image: https://images.ctfassets.net/40w0m41bmydz/5X56DzO6KrmjTGAesziRAD/0b76f19ce61f31872aad94976019a5d0/blog___images___global.jpg?w=680&h=383&fl=progressive&q=50&fm=jpg - Source: https://gocardless.com/resources/authors/neil-morgan/ - **How US SaaS Businesses are Leveraging Bank Debit Payments to Scale Internationally | GoCardless** - Image: https://images.ctfassets.net/40w0m41bmydz/4s6E5bDfw6lk2qmn3C3SOm/9151ab3d0736ef6c795a481919fc7d1d/BD-43-Blog_Post-SAAS_Businesses-Hero-International_1.jpg?w=1980&h=1120&fl=progressive&q=50&fm=jpg - Source: https://gocardless.com/en-us/blog/how-saas-businesses-are-leveraging-bank-debit-payments-to-scale/ ## 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 ```json { "colorScheme": "light", "fonts": [ { "family": "Haffer", "role": "heading" }, { "family": "Nudge", "role": "unknown" } ], "colors": { "primary": "#F1F252", "secondary": "#EAE8F9", "accent": "#F1F252", "background": "#EFECE7", "textPrimary": "#1C1B18", "link": "#8C8579" }, "typography": { "fontFamilies": { "primary": "Haffer", "heading": "Haffer" }, "fontStacks": { "heading": [ "Nudge", "Helvetica Neue", "Helvetica", "Arial", "sans-serif" ], "body": [ "Haffer", "Helvetica Neue", "Helvetica", "Arial", "sans-serif" ], "paragraph": [ "Haffer", "Helvetica Neue", "Helvetica", "Arial", "sans-serif" ] }, "fontSizes": { "h1": "102px", "h2": "14px", "body": "20px" } }, "spacing": { "baseUnit": 4, "borderRadius": "5px" }, "components": { "buttonPrimary": { "background": "#F1F252", "textColor": "#1C1B18", "borderRadius": "32px", "borderRadiusCorners": { "topLeft": "32px", "topRight": "32px", "bottomRight": "32px", "bottomLeft": "32px" }, "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 1px inset, rgba(0, 0, 0, 0) 0px 0px 0px 0px" }, "buttonSecondary": { "background": "#1C1B18", "textColor": "#FAF9F7", "borderRadius": "32px", "borderRadiusCorners": { "topLeft": "32px", "topRight": "32px", "bottomRight": "32px", "bottomLeft": "32px" }, "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 1px inset, rgba(0, 0, 0, 0) 0px 0px 0px 0px" } }, "images": { "logo": "data:image/svg+xml;charset=utf-8,%3Csvg%20height='23'%20width='150'%20xmlns='http://www.w3.org/2000/svg'%20version='1.1'%3E%3C/svg%3E", "favicon": "https://gocardless.com/content-platform/favicon-32x32.png?v=782d298e4e4d81e33987efc57ce8e4d0", "ogImage": "https://gocardless.com/content-platform/static/816e9048c2a134da3e79b8677556ad0f/f8482/og-full.png", "logoHref": "/en-us/" }, "__llm_logo_reasoning": { "selectedIndex": 0, "reasoning": "Selected #0 because it is visible, located in the header, and links to the homepage, which are strong indicators of the main brand logo.", "confidence": 0.9, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": 0, "text": "Sign up", "reasoning": "Button #0 uses the vibrant brand color #F1F252, which is eye-catching and typically used for primary CTAs. The text 'Sign up' is action-oriented, making it a strong candidate for the primary button." }, "secondary": { "index": 1, "text": "Sign up", "reasoning": "Button #1 has a different background color (#1C1B18) and serves as a secondary option with the same 'Sign up' text, but less vibrant, making it suitable as a secondary button." }, "confidence": 0.95 }, "personality": { "tone": "professional", "energy": "medium", "targetAudience": "businesses seeking payment solutions" }, "designSystem": { "framework": "custom", "componentLibrary": "" }, "confidence": { "buttons": 0.95, "colors": 0.9, "overall": 0.925 }, "__llm_metadata": { "logoSelection": { "llmCalled": true, "llmSucceeded": true, "finalSource": "llm", "rawLogoSelection": { "selectedLogoIndex": 0, "selectedLogoReasoning": "Selected #0 because it is visible, located in the header, and links to the homepage, which are strong indicators of the main brand logo.", "confidence": 0.9 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```