SMS Assist Brand Identity

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

Primary

#187ABA

Accent

#187ABA

Body Font

Times New Roman

Heading

Karla

Color Palette

Brand palette extracted from https://morganstanley.com.

• primary: #187ABA (rgb(24, 122, 186))
• secondary: #0F8EC7 (rgb(15, 142, 199))
• accent: #187ABA (rgb(24, 122, 186))
• background: #FFFFFF (rgb(255, 255, 255))
• textPrimary: #333333 (rgb(51, 51, 51))
• link: #0000EE (rgb(0, 0, 238))

Typography

Each font links to its Google Fonts page where available.

• primary: Times New Roman
• heading: Karla

Visual Assets

UI Components

Live previews rendered using SMS Assist's actual button styles.

• Input:

  • background: #FFFFFF
  • textColor: #4C4C4C
  • borderColor: #BDBDBD
  • borderRadius: 10px
  • shadow: none

• Button Primary:

  • background: #187ABA
  • textColor: #FFFFFF
  • borderColor: #187ABA
  • borderRadius: 0px
  • shadow: none

• Button Secondary:

  • background: #FFFFFF
  • textColor: #187ABA
  • borderColor: #187ABA
  • borderRadius: 0px
  • shadow: none

Brand Personality

• Tone: professional
• Energy: medium
• Audience: financial professionals and investors

SMS Assist Brand in the Wild

Image: morganstanley.com

Image: morganstanley.com

Image: ourhistory.morganstanley.com

Image: morganstanley.com

Image: morganstanley.com

Image: advisor.morganstanley.com

Frequently Asked Questions

1. What is SMS Assist's primary brand color?
   SMS Assist's primary brand color is #187ABA. It anchors the visual identity across their website, product UI, and marketing materials.

2. What font does SMS Assist use?
   SMS Assist uses Times New Roman for body text and Karla for headings. Fonts were detected on https://morganstanley.com as part of their live design system.

3. Does SMS Assist use a light or dark theme?
   SMS Assist's primary site uses a light color scheme, with a background of #FFFFFF.

4. Where can I find SMS Assist's logo?
   SMS Assist's logo is available directly on their site (https://morganstanley.com). The current logo URL is included in the machine-readable JSON profile linked above.

5. How was this brand profile generated?
   This profile was extracted from https://morganstanley.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 SMS Assist.

Methodology

Brand data on this page was extracted from https://morganstanley.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. This page is published by CharacterQuilt and is not affiliated with or endorsed by SMS Assist.