plaid.json
Plaid Brand Identity
A complete profile of Plaid's visual system — colors, typography, components, and personality — extracted from https://plaid.com. Built for designers, agents, and AI tools.
- Page: https://characterquilt.com/branding/plaid
- Machine-readable JSON: https://characterquilt.com/branding/plaid.json
- Per-page llms.txt: https://characterquilt.com/branding/plaid/llms.txt
Quick Facts
| Field | Value |
|---|---|
| Primary | #012E37 |
| Accent | #0A85EA |
| Body Font | Cern |
| Heading Font | Helvetica Neue |
Color Palette
- primary: #012E37
- secondary: #00172E
- accent: #0A85EA
- background: #FFFFFF
- textPrimary: #111111
- link: #0A85EA
Typography
- primary: Cern — https://fonts.google.com/specimen/Cern
- heading: Helvetica Neue — https://fonts.google.com/specimen/Helvetica+Neue
Visual Assets
- Logo: data:image/svg+xml;utf8,%3Csvg%20height%3D%2248%22%20viewBox%3D%220%200%2077%2029%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20aria-label%3D%22Plaid%22%20class%3D%22css-6ht02i%22%20data-fc-idx%3D%220%22%3E%3Cg%20fill%3D%22currentColor%22%20fill-rule%3D%22evenodd%22%20style%3D%22fill%3A%20rgb(35%2C%2036%2C%2036)%20!important%3B%22%3E%3Cpath%20d%3D%22M37.3252%2014.9546H36.2239V12.5005H37.2135C38.4162%2012.5005%2039.0177%2012.9124%2039.0177%2013.7353C39.0177%2014.5484%2038.4537%2014.9546%2037.3252%2014.9546ZM40.3753%2010.9121C39.7365%2010.3878%2038.6455%2010.126%2037.1019%2010.126H33.6211V20.617H36.2239V17.33H37.3893C38.8052%2017.33%2039.8431%2017.0256%2040.5028%2016.417C41.2475%2015.7359%2041.6206%2014.8291%2041.6206%2013.6961C41.6206%2012.5218%2041.2058%2011.5939%2040.3753%2010.9121ZM46.0756%2010.1256H43.3611V20.6173H49.2216V18.2421H46.0758L46.0756%2010.1256ZM54.5063%2016.9683L55.6241%2013.382L56.7254%2016.9683H54.5063ZM54.538%2010.1256L50.275%2020.6173H53.197L53.7559%2019.0919H57.46L57.9707%2020.6173H60.9256L56.6937%2010.1256H54.538ZM62.2824%2020.6173H64.9969V10.1256H62.2824V20.6173ZM71.1922%2018.2422H70.0263V12.5005H71.2081C72.0385%2012.5005%2072.6766%2012.7536%2073.1239%2013.2592C73.5712%2013.7654%2073.7944%2014.4828%2073.7944%2015.4101C73.7944%2017.2986%2072.9266%2018.2422%2071.1922%2018.2422ZM75.5353%2012.0917C75.1737%2011.588%2074.7422%2011.1849%2074.2424%2010.8806C73.4221%2010.3769%2072.3043%2010.125%2070.8885%2010.125H67.3119V20.6167H71.4956C73.0068%2020.6167%2074.2209%2020.135%2075.1363%2019.1701C76.0517%2018.2052%2076.5091%2016.9261%2076.5091%2015.3319C76.5089%2014.0633%2076.1842%2012.9835%2075.5353%2012.0917Z%22%20style%3D%22fill%3A%20rgb(35%2C%2036%2C%2036)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M25.7629%2026.2628L28%2017.5309L24.9691%2014.5001L27.9999%2011.4691L25.7628%202.73706L17.0309%200.5L14.0001%203.531L10.969%200.50014L2.23706%202.73734L0%2011.4691L3.03128%2014.4999L0.00014%2017.531L2.2372%2026.2629L10.9691%2028.5L14.0001%2025.469L17.031%2028.4999L25.7629%2026.2628ZM15.7321%2023.7371L18.6186%2020.8505L22.2912%2024.5233L17.6956%2025.7007L15.7321%2023.7371ZM11.1136%209.88154L14.0003%206.99502L16.8868%209.8814L14.0001%2012.7679L11.1136%209.88154ZM12.2682%2014.5L9.38154%2017.3865L6.49502%2014.5L9.38154%2011.6135L12.2682%2014.5ZM18.6187%2011.6133L21.5053%2014.5L18.6186%2017.3865L15.7321%2014.5L18.6187%2011.6133ZM16.8867%2019.1186L14.0001%2022.0051L11.1135%2019.1185L14.0001%2016.2319L16.8867%2019.1186ZM10.3044%2025.7007L5.70864%2024.5233L9.38154%2020.8504L12.2682%2023.7371L10.3044%2025.7007ZM4.76308%2016.2319L7.6496%2019.1185L3.9767%2022.7914L2.7993%2018.1957L4.76308%2016.2319ZM3.9767%206.20836L7.64974%209.8814L4.76308%2012.7681L2.7993%2010.8041L3.9767%206.20836ZM12.2683%205.26294L9.38168%208.1496L5.70892%204.4767L10.3047%203.2993L12.2683%205.26294ZM17.6959%203.2993L22.2915%204.4767L18.6186%208.14946L15.7321%205.26294L17.6959%203.2993ZM23.2372%2012.7681L20.3505%209.8814L24.0233%206.20878L25.2007%2010.8046L23.2372%2012.7681ZM24.0233%2022.7914L20.3505%2019.1186L23.2372%2016.2321L25.2007%2018.1957L24.0233%2022.7914Z%22%20style%3D%22fill%3A%20rgb(35%2C%2036%2C%2036)%20!important%3B%22%2F%3E%3C%2Fg%3E%3C%2Fsvg%3E
- Favicon: https://plaid.com/assets/img/favicons/apple-touch-icon.png
- Social card (og:image): https://plaid.com/assets/img/plaid-social-card-landscape.jpg
UI Components
- input: background=#FFFFFF, textColor=#4B4B4B, borderColor=#02294B, borderRadius=8px, shadow=none
- buttonPrimary: background=#0D0D3F, textColor=#FFFFFF, borderRadius=100px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#00172E, borderRadius=46px, shadow=rgba(0, 0, 0, 0.15) 0px 1px 5px 0px
Brand Personality
Tone: professional · Energy: medium · Audience: businesses and developers in fintech
Plaid Brand in the Wild
Real-world brand assets — ads, campaigns, marketing materials.