Goodfire Brand Identity

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

Quick Facts

Color Palette

• primary: #A19576
• secondary: #7495AB
• accent: #DE9D50
• background: #FFFFFF
• textPrimary: #1D272A
• link: #DE9D50

Typography

• primary: Suisse Intl Book — https://fonts.google.com/specimen/Suisse+Intl+Book
• heading: Suisse Works Book — https://fonts.google.com/specimen/Suisse+Works+Book

Visual Assets

• Logo:
• Favicon:
• Social card (og:image):

UI Components

• buttonPrimary: background=#C4572A, textColor=#7B7B7B, borderRadius=9999px, shadow=none
• buttonSecondary: background=transparent, textColor=#000000, borderColor=#000000, borderRadius=9999px, shadow=none

Brand Personality

Tone: modern · Energy: medium · Audience: tech-savvy professionals

Goodfire Brand in the Wild

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

• Company
  • Image:
  • Source: https://www.goodfire.ai/company
• Blog
  • Image:
  • Source: https://www.goodfire.ai/blog
• Interpreting Evo 2: Arc Institute's Next-Generation Genomic Foundation Model
  • Image:
  • Source: https://www.goodfire.ai/research/interpreting-evo-2
• Blog
  • Image:
  • Source: https://www.goodfire.ai/blog
• Discovering Undesired Rare Behaviors via Model Diff Amplification
  • Image:
  • Source: https://www.goodfire.ai/research/model-diff-amplification
• Feature Steering for Reliable and Expressive AI Engineering
  • Image:
  • Source: https://www.goodfire.ai/blog/feature-steering-for-reliable-and-expressive-ai-engineering

Machine-Readable Profile

{
 "colorScheme": "light",
 "fonts": [
  {
   "family": "Suisse Intl Book",
   "role": "body"
  },
  {
   "family": "Suisse Works Book",
   "role": "heading"
  },
  {
   "family": "IBM Plex Mono",
   "role": "monospace"
  }
 ],
 "colors": {
  "primary": "#A19576",
  "secondary": "#7495AB",
  "accent": "#DE9D50",
  "background": "#FFFFFF",
  "textPrimary": "#1D272A",
  "link": "#DE9D50"
 },
 "typography": {
  "fontFamilies": {
   "primary": "Suisse Intl Book",
   "heading": "Suisse Works Book"
  },
  "fontStacks": {
   "heading": [
    "Suisse Works Book",
    "Georgia",
    "sans-serif"
   ],
   "body": [
    "Suisse Intl Book",
    "Arial",
    "sans-serif"
   ],
   "paragraph": [
    "Suisse Intl Book",
    "Arial",
    "sans-serif"
   ]
  },
  "fontSizes": {
   "h1": "59.375px",
   "h2": "43.89px",
   "body": "21.375px"
  }
 },
 "spacing": {
  "baseUnit": 4,
  "borderRadius": "5px"
 },
 "components": {
  "buttonPrimary": {
   "background": "#C4572A",
   "textColor": "#7B7B7B",
   "borderRadius": "9999px",
   "borderRadiusCorners": {
    "topLeft": "9999px",
    "topRight": "9999px",
    "bottomRight": "9999px",
    "bottomLeft": "9999px"
   },
   "shadow": "none"
  },
  "buttonSecondary": {
   "background": "transparent",
   "textColor": "#000000",
   "borderColor": "#000000",
   "borderRadius": "9999px",
   "borderRadiusCorners": {
    "topLeft": "9999px",
    "topRight": "9999px",
    "bottomRight": "9999px",
    "bottomLeft": "9999px"
   },
   "shadow": "none"
  }
 },
 "images": {
  "logo": "https://cdn.prod.website-files.com/67b4608695ee3b31a669d3a9/67ec4958590e172310498188_Clip%20path%20group.svg",
  "favicon": "https://cdn.prod.website-files.com/67b4608695ee3b31a669d3a9/67f7f5f3f64ba914bea7b94c_32.png",
  "ogImage": "https://cdn.prod.website-files.com/67b4608695ee3b31a669d3a9/67f8223b7a5017e5e1e983ac_opengraph.png",
  "logoHref": "/",
  "logoAlt": "go to home"
 },
 "__llm_logo_reasoning": {
  "selectedIndex": 0,
  "reasoning": "Selected #0 because it is located in the header, links to the homepage, and is visible with a medium size, making it the primary brand logo for Goodfire AI.",
  "confidence": 0.9,
  "source": "llm"
 },
 "__llm_button_reasoning": {
  "primary": {
   "index": 0,
   "text": "Request access",
   "reasoning": "Button #0 has a vibrant red/orange background (#C4572A), which is typically used for primary CTAs. The text 'Request access' is action-oriented, making it a strong candidate for the primary button."
  },
  "secondary": {
   "index": 1,
   "text": "View latest research",
   "reasoning": "Button #1 has a transparent background with a border, making it less prominent than Button #0. The text 'View latest research' suggests a secondary action, suitable for a secondary button."
  },
  "confidence": 0.95
 },
 "personality": {
  "tone": "modern",
  "energy": "medium",
  "targetAudience": "tech-savvy professionals"
 },
 "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 located in the header, links to the homepage, and is visible with a medium size, making it the primary brand logo for Goodfire AI.",
    "confidence": 0.9
   }
  },
  "buttonClassification": {
   "llmCalled": true,
   "llmSucceeded": true
  }
 }
}