# ActiveCampaign Brand Identity

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

- Page: https://characterquilt.com/branding/activecampaign
- Machine-readable JSON: https://characterquilt.com/branding/activecampaign.json
- Per-page llms.txt: https://characterquilt.com/branding/activecampaign/llms.txt

## Quick Facts

| Field | Value |
|---|---|
| Primary | #004CFF |
| Accent | #004CFF |
| Body Font | IBM Plex Sans |
| Heading Font | IBM Plex Sans |

## Color Palette

- primary: #004CFF
- secondary: #E3FF65
- accent: #004CFF
- background: #FFFFFF
- textPrimary: #00002D
- link: #00002D

## Typography

- primary: IBM Plex Sans — https://fonts.google.com/specimen/IBM+Plex+Sans
- heading: IBM Plex Sans — https://fonts.google.com/specimen/IBM+Plex+Sans

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20class%3D%22w-full%20h-auto%22%20width%3D%22516%22%20height%3D%2253%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20fill%3D%22none%22%20viewBox%3D%220%200%20516%2053%22%20focusable%3D%22false%22%20role%3D%22img%22%20aria-label%3D%22ActiveCampaign%22%20aria-hidden%3D%22true%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill%3D%22currentColor%22%20d%3D%22M387.3%201.2h-3.5v3.5c0%20.9.4%202%202.2%202h3.5V3.2c0-.8-.3-2-2.2-2Zm-.3%2011.3h-2.8v28.9c0%201.2.8%202%201.9%202.1v.1h3.2v-29c-.1-1.3-.8-2.1-2.3-2.1ZM217.6%2035.1c-1.2-1.2-2.7-.9-3.6-.1-3.7%203.1-7.1%204.3-11.5%204.3-8.8%200-15.8-7.4-15.8-16.9%200-9.5%206.8-16.8%2015.8-16.8%204.3%200%207.9%201.3%2011.3%204.2.8.7%202.2%201%203.2-.1.9-.9%201.8-1.9%201.8-1.9l.2-.2-.2-.2c-3.6-3.5-8.1-6.7-16.3-6.7-11.9%200-21.1%209.6-21.1%2021.8%200%2012.3%209%2021.6%2021%2021.6%206.7%200%2011.6-2.2%2016.6-7.4l.1-.2-.1-.2c0%20.2-.3-.2-1.4-1.2Zm76-23.3c-4.4%200-7.9%201.9-10.6%205.7-1.2-2.4-4-5.9-9.8-5.9-5%200-7.7%202.6-9.7%205.2v-2.2c0-1.5-.9-2.4-2.3-2.4h-2.8v31.1h2.8c1.4%200%202.2-.4%202.2-2.1V25.7c0-5.4%203.5-9.4%208.2-9.4%204.8%200%207.6%203.3%207.6%208.9v16c0%201.5.8%202.2%202.2%202.2h2.8V25.6c0-6.4%204.1-9.2%208.2-9.2%204.9%200%207.7%203.3%207.7%208.9v15.6c0%201.3.3%202.5%202.3%202.5h2.7V24.3c.1-7.7-4.3-12.5-11.5-12.5Zm36.1.1c-4.6%200-8.4%202-11.5%206.3V15c0-1.6-.9-2.4-2.5-2.4h-2.5v38.2c0%201.5.7%202.2%202.2%202.2h2.8V38.2c3.1%204%206.8%206%2011.5%206%207.2%200%2014.8-5.7%2014.8-16.2s-7.6-16.1-14.8-16.1Zm9.6%2016.1c0%206.8-4.3%2011.5-10.5%2011.5-5.3%200-10.8-4.4-10.8-11.6%200-7.2%205.5-11.6%2010.8-11.6%205.2.1%2010.5%204.1%2010.5%2011.7Zm82.9-13.3v2.6c-2.1-2.7-5.8-5.7-11.7-5.7-3.7%200-7.4%201.4-10.1%203.9-2.9%202.7-4.5%206.6-4.5%2010.8%200%209.5%207.5%2014.6%2014.6%2014.6%204.6%200%208.5-1.9%2011.8-5.9v3c0%206.8-4%2010.7-10.8%2010.7-3.3%200-6.5-.8-9.5-2.5-.8-.5-1.4-.7-1.9-.7-.6%200-1.2.3-1.6%201-.8%201.3-1.1%201.9-1.1%201.9l-.1.2.2.1c4.1%202.9%208.8%204.3%2014%204.3%2010%200%2015.8-5.5%2015.8-15.1V12.4h-2.8c-.9%200-2.3.8-2.3%202.3Zm.3%2011.9c0%206.4-5.6%2010.2-11%2010.2-5.9%200-10.3-4.4-10.3-10.2%200-5.9%204.4-10.1%2010.3-10.1%205.3-.1%2011%203.4%2011%2010.1Zm28.4-14.7c-4.4%200-7.8%201.8-10.2%205.4v-2.6c0-1.5-1.2-2.1-2.4-2.1h-2.8v31.1h5.1l-.1-17.8c0-5.5%203.7-9.3%209-9.3%205.2%200%208.2%203.3%208.2%209v16c0%201.5.7%202.1%202%202.1h3V24.3c.1-7.6-4.5-12.4-11.8-12.4Zm-87.6.1c-3.9%200-7.4.8-11.2%202.5l-.2.1.1.2s.5%201.4.9%202.4%201.6%201.1%202.5.7c2.6-1%204.9-1.5%207.5-1.5%205.7%200%208.8%202.9%208.8%208.1V32c0%204.7-4.2%208-10%208-3.6%200-7.5-1.8-7.5-5.8%200-3.8%203.1-5.9%208.7-5.9h2.5c1.5%200%202.2-.7%202.2-2.1v-1.7h-5.2c-8.5%200-13.3%203.6-13.3%209.8%200%204.7%203.6%209.9%2011.7%209.9%204.4%200%208.1-1.7%2010.8-4.9v2.1c0%201.4.7%202%202.2%202h2.8v-19c-.1-7.9-4.8-12.4-13.3-12.4Zm-125.9%200c-4.8%200-8.2%201.2-11.2%202.5l-.2.2.1.2s.5%201.4.9%202.4%201.6%201.1%202.5.7c2.6-1%204.9-1.5%207.5-1.5%205.7%200%208.9%202.9%208.9%208.1V32c0%204.7-4.2%208-10%208-3.6%200-7.4-1.8-7.4-5.8%200-3.8%203.1-5.9%208.6-5.9h2.5c1.5%200%202.2-.7%202.2-2.1v-1.7h-5.1c-8.5%200-13.4%203.6-13.4%209.8%200%204.7%203.6%209.9%2011.6%209.9%204.4%200%208.1-1.7%2010.9-4.9v2.1c0%201.4.7%202%202.1%202h2.8v-19c-.1-7.9-4.8-12.4-13.3-12.4Zm276.8%2011.6c-.7-.6-29.2-20.5-30.5-21.3l-.4-.3v4.9c0%201.6.8%202.1%201.8%202.9l.2.1c1.4%201%2021.7%2015.1%2024.4%2017-2.7%201.9-23.3%2016.2-24.6%2017-1.6%201-1.7%201.7-1.7%203.1v4.7s30.3-21.1%2030.9-21.6c1.4-1%201.7-2.3%201.7-3.1v-.6c0-1-.6-2-1.8-2.8Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22currentColor%22%20d%3D%22M496.4%2029.1c.8%200%201.6-.3%202.4-.9%201-.7%201.9-1.3%201.9-1.3l.3-.2-.3-.2c-.1-.1-13.4-9.3-14.8-10.2-.6-.5-1.4-.6-1.9-.3s-.9.8-.9%201.6v3.1l.1.1c.1.1%209.2%206.4%2011%207.6.8.5%201.5.7%202.2.7ZM72.3%2036.4c-1.1-1.1-2.5-.4-3.1.1-2.3%202.1-4.9%203.1-7.7%203.1-6.1%200-10.9-5.1-10.9-11.7%200-6.5%204.7-11.6%2010.6-11.6%203.4%200%205.6%201.5%207.4%202.9%201.3%201.1%202.4%201.2%203.3.2.8-.8%201.7-1.8%201.7-1.8l.2-.2-.2-.2c-3.5-3.8-7.4-5.5-12.4-5.5-8.9%200-16%207.1-16%2016.2%200%208.9%207.2%2016.2%2016%2016.2%206.5%200%2010.2-3.3%2012.6-6.1h.2l-.2-.2s-.5-.4-1.5-1.4Zm33.2-35.2H102v3.5c0%20.9.4%202%202.2%202h3.5V3.6c.1-1.4-.8-2.4-2.2-2.4Zm-.4%2011.3h-2.9v28.9c0%201.2.8%202%201.9%202.1v.1h3.2v-29c.1-1.3-.7-2.1-2.2-2.1Zm32.9%201.7c-.4%201.1-8%2019.5-9.5%2022.9-1.4-3.5-9-21.9-9.4-22.9-.5-1.2-1.5-1.9-2.8-1.9h-3.6l.2.3c.1.4%2012.2%2028.3%2012.7%2029.4.5%201.3%201.3%201.6%202.6%201.6h.6c1.2%200%202-.5%202.5-1.6s12.6-28.8%2012.7-29.1l.2-.4h-3.5c-1.3%200-2.2.5-2.7%201.7Zm31.3%2012h-11.9c-1.3%200-2.1.8-2.1%202.1v2h.3c5.7-.1%2012.3-.1%2015-.1%201.6%200%202.8-.4%203.7-1.3.8-.9%201.2-2.3%201.1-3.9-.9-8-6.6-13.2-14.4-13.2-8.5%200-15%207-15%2016.2%200%209.3%206.7%2016.2%2015.6%2016.2%205.2%200%209.1-1.8%2012.8-5.8l.2-.2-.2-.2s-.7-.6-1.5-1.3c-1.2-1-2.3-.6-2.9%200-2.2%202-4.9%203-8.2%203-5.7%200-9.9-4.1-10.6-10.2%200%200-.1-.7-.1-1.6%200-1%20.1-1.7.1-1.7.6-6%204.6-10.2%209.7-10.2s8.8%203.4%209.3%208.6c.1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- Favicon: https://www.activecampaign.com/dist/favicon-32x32.png
- Social card (og:image): https://active-campaign.transforms.svdcdn.com/production/general/AC_Opengraph-1.png?w=1200&h=630&q=82&auto=format&fit=clip&dm=1753306175&s=1b0f698fac52d45ef9b2f8a250d6f8f5

## UI Components

- input: background=#FFFFFF, textColor=#00002D, borderColor=null, borderRadius=4px, shadow=none
- buttonPrimary: background=#004CFF, textColor=#FFFFFF, borderRadius=9999px, shadow=none
- buttonSecondary: background=#E3FF65, textColor=#00002D, borderRadius=14px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: businesses seeking marketing automation solutions

## ActiveCampaign Brand in the Wild

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

- **Content Marketing vs Traditional Marketing: What's the Difference |  ActiveCampaign**
  - Image: https://i.pinimg.com/originals/b0/b0/e2/b0b0e2722b8523b8e037d0e3b9fdd125.jpg
  - Source: https://www.activecampaign.com/blog/content-marketing-vs-traditional-marketing
- **What Does It Mean To Be A Professional Blogger? | ActiveCampaign**
  - Image: https://active-campaign.transforms.svdcdn.com/production/general/wp/2021_10_avmniyyqp_blog_travelblog.png?w=1200&h=630&q=82&auto=format&fit=crop&dm=1732054750&s=712667472b783c6376ad9bd93bd6079a
  - Source: https://www.activecampaign.com/blog/professional-blogger
- **AddEvent | ActiveCampaign**
  - Image: https://d226aj4ao1t61q.cloudfront.net/gu801mmda_addeventlogo.png
  - Source: https://www.activecampaign.com/fr/apps/addevent-integration
- **How to Write a Perfect Blog Post: 8 Formatting Tips to Craft a Great Post |  ActiveCampaign**
  - Image: https://active-campaign.transforms.svdcdn.com/production/general/wp/2021_10_tdbkxf5e_how-to-write-a-perfect-blog-post.png?w=1200&h=630&q=82&auto=format&fit=crop&dm=1731929014&s=e408cb802adfaa4d132079be12f14349
  - Source: https://www.activecampaign.com/blog/how-to-write-a-perfect-blog-post
- **We want to feature your ActiveCampaign success story**
  - Image: https://ac-landing-pages-user-uploads-production.s3.amazonaws.com/0000102082/67e6ffce-cca5-412b-a331-1879943e3233.JPG
  - Source: https://myacstory.activecampaign.com/
- **WordPress 101: How To Set Up a Blog on WordPress (A 6-Step Guide) |  ActiveCampaign**
  - Image: https://active-campaign.transforms.svdcdn.com/production/general/wp/2024_04_wordpress-theme-directory.png?w=1920&q=80&auto=format&fit=clip&dm=1731942231&s=c5a62008cadb110a0e6ccf98b5b952d5
  - Source: https://www.activecampaign.com/blog/how-to-set-up-a-blog-on-wordpress

## 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

```json
{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "IBM Plex Sans",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#004CFF",
    "secondary": "#E3FF65",
    "accent": "#004CFF",
    "background": "#FFFFFF",
    "textPrimary": "#00002D",
    "link": "#00002D"
  },
  "typography": {
    "fontFamilies": {
      "primary": "IBM Plex Sans",
      "heading": "IBM Plex Sans"
    },
    "fontStacks": {
      "heading": [
        "IBM Plex Sans",
        "ui-sans-serif",
        "system-ui",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ],
      "body": [
        "IBM Plex Sans",
        "ui-sans-serif",
        "system-ui",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ],
      "paragraph": [
        "IBM Plex Sans",
        "ui-sans-serif",
        "system-ui",
        "sans-serif",
        "Apple Color Emoji",
        "Segoe UI Emoji",
        "Segoe UI Symbol",
        "Noto Color Emoji"
      ]
    },
    "fontSizes": {
      "h1": "16px",
      "h2": "29.4406px",
      "body": "17.4042px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "10px"
  },
  "components": {
    "input": {
      "background": "#FFFFFF",
      "textColor": "#00002D",
      "borderColor": null,
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#004CFF",
      "textColor": "#FFFFFF",
      "borderRadius": "9999px",
      "borderRadiusCorners": {
        "topLeft": "9999px",
        "topRight": "9999px",
        "bottomRight": "9999px",
        "bottomLeft": "9999px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#E3FF65",
      "textColor": "#00002D",
      "borderRadius": "14px",
      "borderRadiusCorners": {
        "topLeft": "14px",
        "topRight": "14px",
        "bottomRight": "14px",
        "bottomLeft": "14px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": 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    "logoAlt": "ActiveCampaign"
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    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 3,
      "text": "Start your free trial",
      "reasoning": "Button #3, 'Start your free trial', uses a vibrant blue color (#004CFF) which is a strong brand color and has action-oriented text, making it the primary CTA."
    },
    "secondary": {
      "index": 5,
      "text": "Start trial",
      "reasoning": "Button #5, 'Start trial', uses a different vibrant color (#E3FF65) and serves as a secondary action with a similar call-to-action focus."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "businesses seeking marketing automation solutions"
  },
  "designSystem": {
    "framework": "tailwind",
    "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 'ActiveCampaign'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```