Sift Brand Identity

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

Quick Facts

Color Palette

• primary: #00124D
• accent: #FF3B84
• background: #FFFFFF
• textPrimary: #000000
• link: #FF3B84

Typography

• primary: Inter — https://fonts.google.com/specimen/Inter
• heading: Titillium Web — https://fonts.google.com/specimen/Titillium+Web

Visual Assets

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

UI Components

• buttonPrimary: background=#FF3B84, textColor=#000000, borderColor=#FF3B84, borderRadius=100px, shadow=none
• buttonSecondary: background=#FFFFFF, textColor=#000000, borderColor=#FFFFFF, borderRadius=200px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: businesses seeking fraud prevention solutions

Sift Brand in the Wild

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

• Fraud Trends & Risk Insights | Sift Blog
  • Image:
  • Source: https://sift.com/blog/
• Shahar Ronen, Author at Sift Engineering Blog : Sift Engineering Blog
  • Image:
  • Source: https://engineering.sift.com/author/shahar/
• engineering Archives - Sift Engineering Blog : Sift Engineering Blog
  • Image:
  • Source: https://engineering.sift.com/tag/engineering/
• How to Evaluate Payment Fraud Analytics and Measure Risk - Sift
  • Image:
  • Source: https://sift.com/blog/how-to-evaluate-payment-fraud-analytics-and-measure-risk/
• AI Rules Engine: Real-Time Decisions & Examples - Sift
  • Image:
  • Source: https://sift.com/blog/humans-in-the-loop-ai-first-fraud-decisioning-vs-weighted-rules/

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": "Inter",
   "role": "body"
  },
  {
   "family": "Titillium Web",
   "role": "heading"
  }
 ],
 "colors": {
  "primary": "#00124D",
  "accent": "#FF3B84",
  "background": "#FFFFFF",
  "textPrimary": "#000000",
  "link": "#FF3B84"
 },
 "typography": {
  "fontFamilies": {
   "primary": "Inter",
   "heading": "Titillium Web"
  },
  "fontStacks": {
   "heading": [
    "Titillium Web"
   ],
   "body": [
    "Inter",
    "sans-serif"
   ],
   "paragraph": [
    "Inter",
    "sans-serif"
   ]
  },
  "fontSizes": {
   "h1": "72px",
   "h2": "52px",
   "body": "16px"
  }
 },
 "spacing": {
  "baseUnit": 4,
  "borderRadius": "5px"
 },
 "components": {
  "buttonPrimary": {
   "background": "#FF3B84",
   "textColor": "#000000",
   "borderColor": "#FF3B84",
   "borderRadius": "100px",
   "borderRadiusCorners": {
    "topLeft": "100px",
    "topRight": "100px",
    "bottomRight": "100px",
    "bottomLeft": "100px"
   },
   "shadow": "none"
  },
  "buttonSecondary": {
   "background": "#FFFFFF",
   "textColor": "#000000",
   "borderColor": "#FFFFFF",
   "borderRadius": "200px",
   "borderRadiusCorners": {
    "topLeft": "200px",
    "topRight": "200px",
    "bottomRight": "200px",
    "bottomLeft": "200px"
   },
   "shadow": "none"
  }
 },
 "images": {
  "logo": "https://sift.com/wp-content/uploads/2026/02/Sift-Logo-New.svg",
  "favicon": "https://sift.com/wp-content/uploads/2023/12/cropped-favicon-32x32.png",
  "ogImage": "https://sift.com/wp-content/uploads/2025/12/digital-fraud-prevention-and-risk-based-authentication.jpg",
  "logoHref": "/",
  "logoAlt": "Sift Logo"
 },
 "__llm_logo_reasoning": {
  "selectedIndex": 0,
  "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Sift'.",
  "confidence": 0.95,
  "source": "llm"
 },
 "__llm_button_reasoning": {
  "primary": {
   "index": 4,
   "text": "Demo Sift",
   "reasoning": "Button #4 'Demo Sift' has a vibrant brand color background (#FF3B84), which is consistent with the accent color and is action-oriented, making it the primary CTA."
  },
  "secondary": {
   "index": 2,
   "text": "see sift in action",
   "reasoning": "Button #2 'see sift in action' has a different background color (#FFFFFF) and serves as a secondary action with a more neutral tone."
  },
  "confidence": 0.95
 },
 "personality": {
  "tone": "professional",
  "energy": "medium",
  "targetAudience": "businesses seeking fraud prevention solutions"
 },
 "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 visible, located in the header, links to the homepage, and matches the brand name 'Sift'.",
    "confidence": 0.95
   }
  },
  "buttonClassification": {
   "llmCalled": true,
   "llmSucceeded": true
  }
 }
}