Pure Brand Identity

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

Quick Facts

Color Palette

• primary: #00ED85
• secondary: #FCE2B6
• accent: #00ED85
• background: #FFFFFF
• textPrimary: #000000
• link: #FEF3C5

Typography

• primary: GeistMono — https://fonts.google.com/specimen/GeistMono
• heading: GeistMono — https://fonts.google.com/specimen/GeistMono

Visual Assets

• Logo:

UI Components

• input: background=transparent, textColor=#F4F4F5, borderColor=#52525B, borderRadius=6px, shadow=none
• buttonPrimary: background=#18181B, textColor=#FAFAFA, borderRadius=9999px, shadow=none
• buttonSecondary: background=#52525B, textColor=#FAFAFA, borderRadius=6px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: investors and collectors of precious metals

Pure Brand in the Wild

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

• How to Properly Ship Multiple Items to Pure
  • Image:
  • Source: https://www.collectpure.com/blog/how-to-properly-ship-multiple-items-to-pure
• 1943 Steel Penny Value
  • Image:
  • Source: https://www.collectpure.com/blog/1943-steel-penny-value
• 2025 US Mint Product Release Details: 25th Anniversary Sacagawea 2025 Golden Dollar 24K One Half-Ounce Gold Proof Coin (25SG1)
  • Image:
  • Source: https://www.collectpure.com/blog/2025-us-mint-product-release-details-25th-anniversary-sacagawea-2025-golden
• Buy 1 oz American Palladium Eagle $25 .9995 Fine (Random Date) | PURE
  • Image:
  • Source: https://www.collectpure.com/marketplace/product/1-oz-american-palladium-eagle-25-9999-fine-random-date000218
• Pure | Blog
  • Image:
  • Source: https://www.collectpure.com/blog
• How to Properly Ship your Items to Pure (U.S. Mint Edition)
  • Image:
  • Source: https://www.collectpure.com/blog/how-to-pack-and-ship-your-items-to-pure-us-mint-edition

Working with these fonts

Not found on Google Fonts? Instructions 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".
3. Hard-reload the page and click around — 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 and copy out the matching @font-face declarations.

Machine-Readable Profile

{
 "colorScheme": "light",
 "fonts": [
 {
 "family": "GeistMono",
 "role": "monospace"
 },
 {
 "family": "Roboto Mono",
 "role": "monospace"
 },
 {
 "family": "Menlo",
 "role": "monospace"
 },
 {
 "family": "Monaco",
 "role": "monospace"
 },
 {
 "family": "Courier New",
 "role": "monospace"
 }
 ],
 "colors": {
 "primary": "#00ED85",
 "secondary": "#FCE2B6",
 "accent": "#00ED85",
 "background": "#FFFFFF",
 "textPrimary": "#000000",
 "link": "#FEF3C5"
 },
 "typography": {
 "fontFamilies": {
 "primary": "GeistMono",
 "heading": "GeistMono"
 },
 "fontStacks": {
 "heading": [
 "GeistMono",
 "ui-monospace",
 "SFMono-Regular",
 "Roboto Mono",
 "Menlo",
 "Monaco",
 "Liberation Mono",
 "DejaVu Sans Mono",
 "Courier New",
 "monospace"
 ],
 "body": [
 "GeistMono",
 "ui-monospace",
 "SFMono-Regular",
 "Roboto Mono",
 "Menlo",
 "Monaco",
 "Liberation Mono",
 "DejaVu Sans Mono",
 "Courier New",
 "monospace"
 ],
 "paragraph": [
 "GeistSans",
 "GeistSans Fallback"
 ]
 },
 "fontSizes": {
 "h1": "16px",
 "h2": "16px",
 "body": "24px"
 }
 },
 "spacing": {
 "baseUnit": 4,
 "borderRadius": "6px"
 },
 "components": {
 "input": {
 "background": "transparent",
 "textColor": "#F4F4F5",
 "borderColor": "#52525B",
 "borderRadius": "6px",
 "shadow": "none"
 },
 "buttonPrimary": {
 "background": "#18181B",
 "textColor": "#FAFAFA",
 "borderRadius": "9999px",
 "shadow": "none"
 },
 "buttonSecondary": {
 "background": "#52525B",
 "textColor": "#FAFAFA",
 "borderRadius": "6px",
 "shadow": "none"
 }
 },
 "images": {
 "logo": "https://www.collectpure.com/_next/image?url=%2F_next%2Fstatic%2Fmedia%2Fblack-text.0~dqcjzogeow_.png&w=256&q=75",
 "favicon": null,
 "ogImage": null,
 "logoHref": "/",
 "logoAlt": "Logo"
 },
 "personality": {
 "tone": "professional",
 "energy": "medium",
 "targetAudience": "investors and collectors of precious metals"
 },
 "designSystem": {
 "framework": "tailwind",
 "componentLibrary": ""
 },
 "confidence": {
 "buttons": 0.95,
 "colors": 0.9,
 "overall": 0.925
 }
}