# Apptio Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #266CFF |
| Accent | #266CFF |
| Body Font | Lato |
| Heading Font | Lato |

## Color Palette

- primary: #266CFF
- secondary: #FF5A6E
- accent: #266CFF
- background: #FFFFFF
- textPrimary: #1E2124
- link: #008F89

## Typography

- primary: Lato — https://fonts.google.com/specimen/Lato
- heading: Lato — https://fonts.google.com/specimen/Lato

## Visual Assets

- Logo: https://cdn.shortpixel.ai/spai/ret_img/www.apptio.com/wp-content/uploads/Apptio-IBM-Logo-Color-1.svg
- Favicon: https://www.apptio.com/wp-content/uploads/favicon.ico
- Social card (og:image): https://www.apptio.com/wp-content/uploads/Apptio-anIBMCompany-social.png

## UI Components

- input: background=#FFFFFF, textColor=#686E73, borderColor=#1E2124, borderRadius=8px, shadow=none
- buttonPrimary: background=#266CFF, textColor=#FFFFFF, borderRadius=8px, shadow=rgba(0, 0, 0, 0.08) 0px 2px 4px 0px
- buttonSecondary: background=#FFFFFF, textColor=#1E2124, borderRadius=8px, shadow=rgba(0, 0, 0, 0.08) 0px 2px 4px 0px

## Brand Personality

Tone: professional · Energy: medium · Audience: technology decision-makers

## Apptio Brand in the Wild

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

- **TBM Conference - TBM by Design - Apptio**
  - Image: https://cdn.shortpixel.ai/spai/q_lossless+ret_img+to_webp/www.apptio.com/wp-content/uploads/TBMC25-Matt-Guarini.jpg
  - Source: https://www.apptio.com/tbm-conference/
- **Digitizing the PI Planning Experience - Apptio**
  - Image: https://www.apptio.com/wp-content/uploads/T3950-Digitizing-the-PI-Planning-Experience-blog-graphic-1.png
  - Source: https://www.apptio.com/blog/digitizing-the-pi-planning-experience/
- **Public Sector IT – Optimize Government Technology Spend**
  - Image: https://cdn.shortpixel.ai/spai/w_977+q_lossless+ret_img+to_webp/www.apptio.com/wp-content/uploads/PubSec-Summit-24-Session-Title-Card-5.png
  - Source: https://www.apptio.com/solutions/public-sector-it/
- **From Guesswork to Confidence: Introducing Intelligent Forecasting for Tech  Spend Planning - Apptio**
  - Image: https://www.apptio.com/wp-content/uploads/4107400_Intelligent-Forecasting-Blog_social-custom_1200x628.png
  - Source: https://www.apptio.com/blog/from-guesswork-to-confidence-introducing-intelligent-forecasting-for-tech-spend-planning/
- **Introducing IBM Apptio Mainframe TCO: Complete Visibility into Mainframe  Costs and Usage - Apptio**
  - Image: https://www.apptio.com/wp-content/uploads/Mainframe-Cost-Transparency.png
  - Source: https://www.apptio.com/blog/introducing-ibm-apptio-mainframe-tco-complete-visibility-into-mainframe-costs-and-usage/
- **10 Lean Agile Principles That Transform Your Business - Apptio**
  - Image: https://www.apptio.com/wp-content/uploads/T2508-10-Lean-Agile-Principles-That-Transform-Your-Business-blog-graphic-1.png
  - Source: https://www.apptio.com/blog/10-lean-agile-principles-that-transform-your-business/

## 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": "Lato",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#266CFF",
    "secondary": "#FF5A6E",
    "accent": "#266CFF",
    "background": "#FFFFFF",
    "textPrimary": "#1E2124",
    "link": "#008F89"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Lato",
      "heading": "Lato"
    },
    "fontStacks": {
      "heading": [
        "Lato",
        "sans-serif"
      ],
      "body": [
        "Lato",
        "sans-serif"
      ],
      "paragraph": [
        "Lato",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "60.8px",
      "h2": "36px",
      "body": "15.4px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "6px"
  },
  "components": {
    "input": {
      "background": "#FFFFFF",
      "textColor": "#686E73",
      "borderColor": "#1E2124",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#266CFF",
      "textColor": "#FFFFFF",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "rgba(0, 0, 0, 0.08) 0px 2px 4px 0px"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#1E2124",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "rgba(0, 0, 0, 0.08) 0px 2px 4px 0px"
    }
  },
  "images": {
    "logo": "https://cdn.shortpixel.ai/spai/ret_img/www.apptio.com/wp-content/uploads/Apptio-IBM-Logo-Color-1.svg",
    "favicon": "https://www.apptio.com/wp-content/uploads/favicon.ico",
    "ogImage": "https://www.apptio.com/wp-content/uploads/Apptio-anIBMCompany-social.png",
    "logoHref": "https://www.apptio.com",
    "logoAlt": "Apptio"
  },
  "__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 'Apptio'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 2,
      "text": "Request Your Demo",
      "reasoning": "Button #8 'Request Your Demo' uses the vibrant brand color #266CFF, which aligns with the primary brand color and has action-oriented text, making it the main call-to-action."
    },
    "secondary": {
      "index": 10,
      "text": "Explore More Solutions",
      "reasoning": "Button #5 'Explore More Solutions' has a different background color (#FFFFFF) and serves as a secondary action with less emphasis."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "technology decision-makers"
  },
  "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 'Apptio'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```