GoCardless Brand Identity

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

Quick Facts

Color Palette

• primary: #F1F252
• secondary: #EAE8F9
• accent: #F1F252
• background: #EFECE7
• textPrimary: #1C1B18
• link: #8C8579

Typography

• primary: Haffer — Haffer Font
• heading: Haffer — Haffer Font

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: favicon
• Social card (og:image): og:image

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
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  • Source: Source
• Welcome to our new blog | GoCardless
  • Image:
  • Source: Source
• GoCardless Embed | GoCardless
  • Image:
  • Source: Source
• 10 ideas about 2.5 years | GoCardless
  • Image:
  • Source: Source
• Top articles by Neil Morgan | GoCardless
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  • Source: Source
• How US SaaS Businesses are Leveraging Bank Debit Payments to Scale Internationally | GoCardless
  • Image:
  • Source: Source

Working with these fonts

Not found on Google Fonts? Follow these instructions if you have permission to use the fonts:

1. Open the company's homepage in a browser with DevTools open.
2. In the Network tab, filter by "Font".
3. Hard-reload the page and capture font URLs.
4. Save the font files locally.
5. Copy the matching @font-face declarations to your local path.

Programmatic alternative: Use Playwright or Puppeteer to capture font responses.

Machine-Readable Profile

{
 "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/"
 },
 "personality": {
  "tone": "professional",
  "energy": "medium",
  "targetAudience": "businesses seeking payment solutions"
 },
 "designSystem": {
  "framework": "custom",
  "componentLibrary": ""
 },
 "confidence": {
  "buttons": 0.95,
  "colors": 0.9,
  "overall": 0.925
 }
}