SmartAsset Brand: Colors, Fonts, Logo & Visual Identity
SmartAsset Brand Identity
A complete profile of SmartAsset's visual system — colors, typography, components, and personality — extracted from http://smartasset.com. Built for designers, agents, and AI tools.
Copy Page
Copy Agent Instructions Download JSON
Primary
#20A7E2
Accent
#FF7226
Body Font
Roboto
Heading
Roboto
Color Palette
Brand palette extracted from http://smartasset.com.
primary
#20A7E2
rgb(32, 167, 226)
secondary
#FF7226
rgb(255, 114, 38)
accent
#FF7226
rgb(255, 114, 38)
background
#FFFFFF
rgb(255, 255, 255)
textPrimary
#1C9DD4
rgb(28, 157, 212)
link
#1C9DD4
rgb(28, 157, 212)
Typography
Each font links to its Google Fonts page where available.
primary
Roboto
Roboto Google Fonts →
heading
Roboto
Roboto Google Fonts →
Raleway, Raleway Fallback, sans-serif
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.
Visual Assets
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Logo
UI Components
Live previews rendered using SmartAsset's actual button styles.
Input
input
background#FFFFFFtextColor#595959borderColor#8C8C8CborderRadius4pxshadowrgba(166, 199, 214, 0.15) 0px 0px 24px 0px
Button Primary
buttonPrimary
background#FF7226textColor#FFFFFFborderRadius16pxshadowrgba(120, 42, 0, 0.12) 0px 4px 24px 0px
Button Secondary
buttonSecondary
background#F1FAFFtextColor#20A7E2borderRadius20pxshadownone
Brand Personality
Tone: professionalEnergy: mediumAudience: individuals seeking financial advice
SmartAsset Brand in the Wild
Real-world brand assets — ads, campaigns, and marketing materials.
Image: smartasset.com
Source: smartasset.com
Image: smartasset.com
Source: smartasset.com
Image: smartasset.com
Source: smartasset.com
Image: smartasset.com
Source: smartasset.com
Image: smartasset.com
Source: smartasset.com
Image: d31s10tn3clc14.cloudfront.net
Source: smartasset.com
Frequently Asked Questions
What is SmartAsset's primary brand color?
SmartAsset's primary brand color is #20A7E2. It anchors the visual identity across their website, product UI, and marketing materials.
What accent color does SmartAsset use?
SmartAsset uses #FF7226 as an accent color, typically applied to interactive elements like links, buttons, and call-to-action emphasis.
What font does SmartAsset use?
SmartAsset uses Roboto as the primary typeface across body and headings.
Does SmartAsset use a light or dark theme?
SmartAsset's primary site uses a light color scheme, with a background of #FFFFFF.
Where can I find SmartAsset's logo?
SmartAsset's logo is available directly on their site (http://smartasset.com). The current logo URL is included in the machine-readable JSON profile linked above.
How was this brand profile generated?
This profile was extracted from http://smartasset.com using the Firecrawl branding extraction API, which inspects the live page's CSS, fonts, color tokens, and component styles. It is not affiliated with or endorsed by SmartAsset.
Methodology
Brand data on this page was extracted from http://smartasset.com on 2026-07-27 using the Firecrawl branding extraction API, which inspects each site's live CSS, font network requests, color tokens, and component styles. Brand-in-the-wild images were sourced via Google Image Search restricted to ad/webinar/report queries and link out to their original third-party publishers; we link to the source rather than re-hosting third-party content. This page is published by CharacterQuilt and is not affiliated with or endorsed by SmartAsset.
Machine-Readable Profile
Direct endpoints for agents, designers, and tooling. No login or auth required.
GET /branding/smartasset.json GET /branding/smartasset/llms.txt
{
"colorScheme": "light",
"fonts": [\
{\
"family": "Roboto",\
"role": "body"\
}\
],
"colors": {
"primary": "#20A7E2",
"secondary": "#FF7226",
"accent": "#FF7226",
"background": "#FFFFFF",
"textPrimary": "#1C9DD4",
"link": "#1C9DD4"
},
"typography": {
"fontFamilies": {
"primary": "Roboto",
"heading": "Roboto"
},
"fontStacks": {
"heading": [\
"Raleway",\
"Raleway Fallback",\
"sans-serif"\
],
"body": [\
"-apple-system",\
"BlinkMacSystemFont",\
"Segoe UI",\
"Roboto",\
"Oxygen",\
"Ubuntu",\
"Cantarell",\
"Fira Sans",\
"Droid Sans",\
"Helvetica Neue",\
"sans-serif"\
],
"paragraph": [\
"Proxima Nova",\
"sans-serif"\
]
},
"fontSizes": {
"h1": "88px",
"h2": "64px",
"body": "16px"
}
},
"spacing": {
"baseUnit": 4,
"borderRadius": "16px"
},
"components": {
"input": {
"background": "#FFFFFF",
"textColor": "#595959",
"borderColor": "#8C8C8C",
"borderRadius": "4px",
"borderRadiusCorners": {
"topLeft": "4px",
"topRight": "4px",
"bottomRight": "4px",
"bottomLeft": "4px"
},
"shadow": "rgba(166, 199, 214, 0.15) 0px 0px 24px 0px"
},
"buttonPrimary": {
"background": "#FF7226",
"textColor": "#FFFFFF",
"borderRadius": "16px",
"borderRadiusCorners": {
"topLeft": "16px",
"topRight": "16px",
"bottomRight": "16px",
"bottomLeft": "16px"
},
"shadow": "rgba(120, 42, 0, 0.12) 0px 4px 24px 0px"
},
"buttonSecondary": {
"background": "#F1FAFF",
"textColor": "#20A7E2",
"borderRadius": "20px",
"borderRadiusCorners": {
"topLeft": "20px",
"topRight": "20px",
"bottomRight": "20px",
"bottomLeft": "20px"
},
"shadow": "none"
}
},
"images": {
"logo": 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},
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},
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},
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},
"personality": {
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},
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},
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"rawLogoSelection": {
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}
},
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}
}
}
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