SMS Assist Brand Identity

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

Quick Facts

Color Palette

• primary: #187ABA
• secondary: #0F8EC7
• accent: #187ABA
• background: #FFFFFF
• textPrimary: #333333
• link: #0000EE

Typography

• primary: Times New Roman — https://fonts.google.com/specimen/Times+New+Roman
• heading: Karla — https://fonts.google.com/specimen/Karla

Visual Assets

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

UI Components

• input: background=#FFFFFF, textColor=#4C4C4C, borderColor=#BDBDBD, borderRadius=10px, shadow=none
• buttonPrimary: background=#187ABA, textColor=#FFFFFF, borderColor=#187ABA, borderRadius=0px, shadow=none
• buttonSecondary: 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

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

• Technology Insights | Morgan Stanley
  • Image:
  • Source: https://www.morganstanley.com/insights/topics/technology
• This MAKER Makes Sure She Always “Asks The Question” | Morgan Stanley
  • Image:
  • Source: https://www.morganstanley.com/blog/multicultural/brianna-perez-make-sure-you-ask-the-right-question
• Our History — Morgan Stanley
  • Image:
  • Source: https://ourhistory.morganstanley.com/stories/a-bank-built-on-integrity/story-1935-morgan-and-stanley
• Grandparent Scams: Online Security Guide | Morgan Stanley
  • Image:
  • Source: https://www.morganstanley.com/what-we-do/wealth-management/online-security/grandparent-scams
• Newsroom | Morgan Stanley
  • Image:
  • Source: https://www.morganstanley.com/about-us-newsroom
• Julia Turshen's Feel-Good Kitchen - The Hopps Group | Morgan Stanley
  • Image:
  • Source: https://advisor.morganstanley.com/the-hopps-group/articles/mosaic-magazine/julia-turshen-s-feel-good-kitchen

Machine-Readable Profile

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Karla",
      "role": "heading"
    },
    {
      "family": "Times New Roman",
      "role": "body"
    },
    {
      "family": "MS Gloriola II Std",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#187ABA",
    "secondary": "#0F8EC7",
    "accent": "#187ABA",
    "background": "#FFFFFF",
    "textPrimary": "#333333",
    "link": "#0000EE"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Times New Roman",
      "heading": "Karla"
    },
    "fontStacks": {
      "heading": [
        "Times New Roman"
      ],
      "body": [
        "Times New Roman"
      ],
      "paragraph": [
        "Karla",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "16px",
      "h2": "20px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "0px"
  },
  "components": {
    "input": {
      "background": "#FFFFFF",
      "textColor": "#4C4C4C",
      "borderColor": "#BDBDBD",
      "borderRadius": "10px",
      "borderRadiusCorners": {
        "topLeft": "10px",
        "topRight": "10px",
        "bottomRight": "10px",
        "bottomLeft": "10px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#187ABA",
      "textColor": "#FFFFFF",
      "borderColor": "#187ABA",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#187ABA",
      "borderColor": "#187ABA",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://www.morganstanley.com/etc.clientlibs/msdotcomr4/clientlibs/components/site/resources/img/logo-black.png",
    "favicon": "https://www.morganstanley.com/etc.clientlibs/msdotcomr4/clientlibs/components/site/resources/img/favicon-196x196.png",
    "ogImage": "https://www.morganstanley.com/content/dam/msdotcom/about-us/about-us-opco/tw-ms-logo.jpg",
    "logoHref": "/",
    "logoAlt": "Morgan Stanley"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and the alt text matches the brand name 'Morgan Stanley'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Subscribe",
      "reasoning": "Button #1 has a vibrant blue background (#187ABA), which is the brand color, and the text 'Subscribe' indicates a strong call-to-action."
    },
    "secondary": {
      "index": 1,
      "text": "View More Insights",
      "reasoning": "Button #0 has a white background with a blue border, making it a suitable secondary button with a less prominent appearance than the primary."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "financial professionals and investors"
  },
  "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 the alt text matches the brand name 'Morgan Stanley'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}