llms.txt

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.

Quick Facts

Field Value
Primary #012E37
Accent #0A85EA
Body Font Cern
Heading Font Helvetica Neue

Color Palette

Typography

Visual Assets

UI Components

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.

Working with these fonts

Not found on Google Fonts? Agent Instructions that you can follow 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" (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": "Cern",
 "role": "body"
 },
 {
 "family": "Helvetica Neue",
 "role": "heading"
 },
 {
 "family": "Nimbus Sans",
 "role": "unknown"
 }
 ],
 "colors": {
 "primary": "#012E37",
 "secondary": "#00172E",
 "accent": "#0A85EA",
 "background": "#FFFFFF",
 "textPrimary": "#111111",
 "link": "#0A85EA"
 },
 "typography": {
 "fontFamilies": {
 "primary": "Cern",
 "heading": "Helvetica Neue"
 },
 "fontStacks": {
 "heading": [
 "Plaid Sans",
 "Cern",
 "Avenir Next",
 "Avenir",
 "Proxima Nova",
 "Jakarta Plus Sans",
 "Futura",
 "Avant Garde",
 "Montserrat",
 "Helvetica Neue",
 "Helvetica",
 "Nimbus Sans",
 "system-ui",
 "-apple-system",
 "BlinkMacSystemFont",
 "Arial",
 "Segoe UI",
 "Roboto",
 "Oxygen",
 "sans-serif"
 ],
 "body": [
 "Cern",
 "Helvetica",
 "Arial",
 "sans-serif"
 ],
 "paragraph": [
 "Plaid Sans",
 "Cern",
 "Avenir Next",
 "Avenir",
 "Proxima Nova",
 "Jakarta Plus Sans",
 "Futura",
 "Avant Garde",
 "Montserrat",
 "Helvetica Neue",
 "Helvetica",
 "Nimbus Sans",
 "system-ui",
 "-apple-system",
 "BlinkMacSystemFont",
 "Arial",
 "Segoe UI",
 "Roboto",
 "Oxygen",
 "sans-serif"
 ]
 },
 "fontSizes": {
 "h1": "76px",
 "h2": "20px",
 "body": "24px"
 }
 },
 "spacing": {
 "baseUnit": 4,
 "borderRadius": "8px"
 },
 "components": {
 "input": {
 "background": "#FFFFFF",
 "textColor": "#4B4B4B",
 "borderColor": "#02294B",
 "borderRadius": "8px",
 "borderRadiusCorners": {
 "topLeft": "8px",
 "topRight": "8px",
 "bottomRight": "8px",
 "bottomLeft": "8px"
 },
 "shadow": "none"
 },
 "buttonPrimary": {
 "background": "#0D0D3F",
 "textColor": "#FFFFFF",
 "borderRadius": "100px",
 "borderRadiusCorners": {
 "topLeft": "100px",
 "topRight": "100px",
 "bottomRight": "100px",
 "bottomLeft": "100px"
 },
 "shadow": "none"
 },
 "buttonSecondary": {
 "background": "#FFFFFF",
 "textColor": "#00172E",
 "borderRadius": "46px",
 "borderRadiusCorners": {
 "topLeft": "46px",
 "topRight": "46px",
 "bottomRight": "46px",
 "bottomLeft": "46px"
 },
 "shadow": "rgba(0, 0, 0, 0.15) 0px 1px 5px 0px"
 }
 },
 "images": {
 "logo": "data:image/svg+xml;utf8,%3Csvg%20height%3D%2248%22%20viewBox%3D%220%200%20777%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",
 "ogImage": "https://plaid.com/assets/img/plaid-social-card-landscape.jpg",
 "logoHref": "/",
 "logoAlt": "Plaid"
 },
 "__llm_logo_reasoning": {
 "selectedIndex": 20,
 "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Plaid'.",
 "confidence": 0.9,
 "source": "llm"
 },
 "__llm_button_reasoning": {
 "primary": {
 "index": 2,
 "text": "Read the docs",
 "reasoning": "Button #2 'Read the docs' has a vibrant brand color background (#0D0D3F) and is labeled as 'primary' in its class, indicating it's a key action button."
 },
 "secondary": {
 "index": 3,
 "text": "Talk with our team",
 "reasoning": "Button #3 'Talk with our team' has a different background color (#FFFFFF) and serves as a secondary action, complementing the primary CTA."
 },
 "confidence": 0.95
 },
 "personality": {
 "tone": "professional",
 "energy": "medium",
 "targetAudience": "businesses and developers in fintech"
 },
 "designSystem": {
 "framework": "material",
 "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 visible, located in the header, links to the homepage, and matches the brand name 'Plaid'.",
 "confidence": 0.9
 }
 },
 "buttonClassification": {
 "llmCalled": true,
 "llmSucceeded": true
 }
 }
}