Pinwheel Brand Identity

A complete profile of Pinwheel's visual system — colors, typography, components, and personality — extracted from https://www.pinwheelapi.com/. Built for designers, agents, and AI tools.

Quick Facts

Color Palette

• primary: #072D66
• secondary: #ECF4FF
• accent: #1170FF
• background: #FFFFFF
• textPrimary: #1170FF
• link: #1170FF

Typography

• primary: Plus Jakarta Sans — https://fonts.google.com/specimen/Plus+Jakarta+Sans
• heading: Euclid Circular A — https://fonts.google.com/specimen/Euclid+Circular+A

Visual Assets

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

UI Components

• buttonPrimary: background=#1170FF, textColor=#FFFFFF, borderRadius=4px, shadow=none
• buttonSecondary: background=#ECF4FF, textColor=#1170FF, borderColor=#1170FF, borderRadius=8px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: financial services and developers

Pinwheel Brand in the Wild

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

• Implement Taxes
  • Image:
  • Source: https://docs.pinwheelapi.com/public/docs/taxes-technical-implementation
• The anatomy and potential of payroll data: Transforming complex data into insights
  • Image:
  • Source: https://www.pinwheelapi.com/blog-post/payroll-data-insights
• Monitoring
  • Image:
  • Source: https://docs.pinwheelapi.com/public/docs/monitoring-implementation
• Blog | Pinwheel
  • Image:
  • Source: https://www.pinwheelapi.com/blog
• Resource Center | Pinwheel
  • Image:
  • Source: https://www.pinwheelapi.com/resource-center
• The branch of the future
  • Image:
  • Source: https://www.pinwheelapi.com/blog-post/the-branch-of-the-future

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

{
 "colorScheme": "light",
 "fonts": [
 {
 "family": "Plus Jakarta Sans",
 "role": "body"
 },
 {
 "family": "Euclid Circular A",
 "role": "heading"
 }
 ],
 "colors": {
 "primary": "#072D66",
 "secondary": "#ECF4FF",
 "accent": "#1170FF",
 "background": "#FFFFFF",
 "textPrimary": "#1170FF",
 "link": "#1170FF"
 },
 "typography": {
 "fontFamilies": {
 "primary": "Plus Jakarta Sans",
 "heading": "Euclid Circular A"
 },
 "fontStacks": {
 "heading": [
 "Euclid Circular A",
 "sans-serif"
 ],
 "body": [
 "Plus Jakarta Sans",
 "sans-serif"
 ],
 "paragraph": [
 "Euclid Circular A",
 "sans-serif"
 ]
 },
 "fontSizes": {
 "h1": "120px",
 "h2": "84.8px",
 "body": "28.8px"
 }
 },
 "spacing": {
 "baseUnit": 4,
 "borderRadius": "10px"
 },
 "components": {
 "buttonPrimary": {
 "background": "#1170FF",
 "textColor": "#FFFFFF",
 "borderRadius": "4px",
 "borderRadiusCorners": {
 "topLeft": "4px",
 "topRight": "4px",
 "bottomRight": "4px",
 "bottomLeft": "4px"
 },
 "shadow": "none"
 },
 "buttonSecondary": {
 "background": "#ECF4FF",
 "textColor": "#1170FF",
 "borderColor": "#1170FF",
 "borderRadius": "8px",
 "borderRadiusCorners": {
 "topLeft": "8px",
 "topRight": "8px",
 "bottomRight": "8px",
 "bottomLeft": "8px"
 },
 "shadow": "none"
 }
 },
 "images": {
 "logo": "https://cdn.prod.website-files.com/632be9850bc65a6eacc40d2f/686b09bdbb53d5dd40c1e7a4_Pinwheel%20logo%20isolated.png",
 "favicon": "https://cdn.prod.website-files.com/632be9850bc65a6eacc40d2f/6911fdac4b18974d4e291f73_fava.png",
 "ogImage": "https://cdn.prod.website-files.com/632be9850bc65a6eacc40d2f/68a71e3ed62ff61eae4fc5d0_meta%20homepage.jpg"
 },
 "__llm_logo_reasoning": {
 "selectedIndex": 0,
 "reasoning": "Logo rejected: Red flags detected (menu word). Selected #0 because it is located in the header, is visible, and links to the homepage, matching the brand 'Pinwheel'.",
 "confidence": 0.9,
 "rejected": true,
 "source": "llm"
 },
 "__llm_button_reasoning": {
 "primary": {
 "index": 0,
 "text": "Contact Us",
 "reasoning": "Button #0 uses the vibrant brand color #1170FF, which is a strong indicator of a primary CTA. The text 'Contact Us' suggests an action-oriented purpose."
 },
 "secondary": {
 "index": 3,
 "text": "Deposit switch",
 "reasoning": "Button #3 has a different background color (#ECF4FF) and serves as a secondary action with the text 'Deposit switch', making it suitable as a secondary CTA."
 },
 "confidence": 0.95
 },
 "personality": {
 "tone": "professional",
 "energy": "medium",
 "targetAudience": "financial services and developers"
 },
 "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, is visible, and links to the homepage, matching the brand 'Pinwheel'.",
 "confidence": 0.9
 }
 },
 "buttonClassification": {
 "llmCalled": true,
 "llmSucceeded": true
 }
 }
}