# goodfin Brand Identity

A complete profile of **goodfin**'s visual system — colors, typography, components, and personality — extracted from [http://www.goodfin.com](http://www.goodfin.com/). Built for designers, agents, and AI tools.

## Color Palette

Brand palette extracted from http://www.goodfin.com.

- **primary**
  - Hex: #0000EE
  - RGB: rgb(0, 0, 238)
- **accent**
  - Hex: #F7F7F8
  - RGB: rgb(247, 247, 248)
- **background**
  - Hex: #F0EEF0
  - RGB: rgb(240, 238, 240)
- **textPrimary**
  - Hex: #554F59
  - RGB: rgb(85, 79, 89)
- **link**
  - Hex: #FF0000
  - RGB: rgb(255, 0, 0)

## Typography

Each font links to its Google Fonts page where available.

- **primary**
  - Söhne Buch [Google Fonts →](https://fonts.google.com/specimen/S%C3%B6hne+Buch)
- **heading**
  - Test Signifier Regular [Google Fonts →](https://fonts.google.com/specimen/Test+Signifier+Regular)
  - Test Signifier Regular, sans-serif

## Visual Assets

Logo

Favicon

Social Card

## UI Components

Live previews rendered using goodfin's actual button styles.

### Button Primary
- **Background:** #F7F7F8
- **Text Color:** #0000EE
- **Border Radius:** 40px
- **Shadow:** rgba(227, 227, 227, 0.25) 0px 2px 4px 0px

### Button Secondary
- **Background:** #554F59
- **Text Color:** #0000EE
- **Border Radius:** 12px
- **Shadow:** none

## Brand Personality

- **Tone:** modern  
- **Energy:** medium  
- **Audience:** financial professionals

## goodfin Brand in the Wild

Source: [goodfin.com](https://www.goodfin.com/events)

Source: [goodfin.com](https://www.goodfin.com/)

Source: [blog.goodfin.com](https://blog.goodfin.com/blog/introducing-goodfin-go)

Source: [goodfin.com](https://www.goodfin.com/events)

Source: [blog.goodfin.com](https://blog.goodfin.com/blog/community-spotlight-how-proactive-tax-planning-saves-millions)

Source: [blog.goodfin.com](https://blog.goodfin.com/blog/community-spotlight-nick-raffin)

## Frequently Asked Questions

**What is goodfin's primary brand color?**  
goodfin's primary brand color is #0000EE. It anchors the visual identity across their website, product UI, and marketing materials.

**What accent color does goodfin use?**  
goodfin uses #F7F7F8 as an accent color, typically applied to interactive elements like links, buttons, and call-to-action emphasis.

**What font does goodfin use?**  
goodfin uses Söhne Buch for body text and Test Signifier Regular for headings. Fonts were detected on http://www.goodfin.com as part of their live design system.

**Does goodfin use a light or dark theme?**  
goodfin's primary site uses a light color scheme, with a background of #F0EEF0.

**Where can I find goodfin's logo?**  
goodfin's logo is available directly on their site (http://www.goodfin.com). The current logo URL is included in the machine-readable JSON profile linked above.

**How was this brand profile generated?**  
This profile was extracted from http://www.goodfin.com using the Firecrawl branding extraction API, which inspects the live page's CSS, fonts, color tokens, and component styles. It is not affiliated with or endorsed by goodfin.

## Methodology

Brand data on this page was extracted from [http://www.goodfin.com](http://www.goodfin.com/) on 2026-07-27 using the [Firecrawl](https://firecrawl.dev/) branding extraction API, which inspects each site's live CSS, font network requests, color tokens, and component styles. Brand-in-the-wild images were sourced via Google Image Search restricted to ad/webinar/report queries.

## Machine-Readable Profile

```json
{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Söhne Buch",
      "role": "body"
    },
    {
      "family": "Test Signifier Regular",
      "role": "heading"
    },
    {
      "family": "Open Sans",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#0000EE",
    "accent": "#F7F7F8",
    "background": "#F0EEF0",
    "textPrimary": "#554F59",
    "link": "#FF0000"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Söhne Buch",
      "heading": "Test Signifier Regular"
    },
    "fontStacks": {
      "heading": [
        "Test Signifier Regular",
        "sans-serif"
      ],
      "body": [
        "sans-serif"
      ],
      "paragraph": [
        "Open Sans",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "64px",
      "h2": "40px",
      "body": "14px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "7px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#F7F7F8",
      "textColor": "#0000EE",
      "borderRadius": "40px",
      "borderRadiusCorners": {
        "topLeft": "40px",
        "topRight": "40px",
        "bottomRight": "40px",
        "bottomLeft": "40px"
      },
      "shadow": "rgba(227, 227, 227, 0.25) 0px 2px 4px 0px"
    },
    "buttonSecondary": {
      "background": "#554F59",
      "textColor": "#0000EE",
      "borderRadius": "12px",
      "borderRadiusCorners": {
        "topLeft": "12px",
        "topRight": "12px",
        "bottomRight": "12px",
        "bottomLeft": "12px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://framerusercontent.com/images/1DVZmm6sv6tKQw4ZcznoFmc3P0.png?width=239&height=57",
    "favicon": "https://framerusercontent.com/images/oNR9ZgSkpsPmOxxARFHeBTlPY.png",
    "ogImage": "https://framerusercontent.com/images/qtBoeq9ra2MVskQmIgyYOrIzJGw.png",
    "logoHref": "./"
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "financial professionals"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  }
}
```