Arcus Brand Identity
A website-derived reference for Arcus: observed colors, typography, components, and assets extracted from http://arcusfi.com/. This snapshot is not official brand guidance. Verify current values and usage permissions with the original source.
Color Palette
Brand palette extracted from http://arcusfi.com/.
Typography
Each font links to its Google Fonts page where available.
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
Brand Personality
Arcus Brand in the Wild
Real-world brand assets, ads, campaigns, and marketing materials.
Frequently Asked Questions
What is Arcus's primary brand color?
The website extraction recorded #CF4500 as the primary color for Arcus. This is an observed website value, not a verified official brand specification.
What accent color does Arcus use?
The website extraction recorded #F37439 as an accent color for Arcus. Check the source website or official brand guidelines before using it in new work.
What font does Arcus use?
The extraction detected Roboto for body text and MarkForMC for headings on http://arcusfi.com/. Font usage and licensing should be checked with the source.
Does Arcus use a light or dark theme?
The captured website used a light color scheme, with a recorded background of #141413. The current website may differ from this snapshot.
Where can I find Arcus's logo?
The logo asset recorded from http://arcusfi.com/ is included in the machine-readable JSON profile linked above. Check the original source for the current asset and usage permissions.
How was this brand profile generated?
This profile was extracted from http://arcusfi.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 Arcus.
Methodology
Brand data on this page was extracted from http://arcusfi.com/ using the Firecrawl branding extraction API, which extracts website design information. An extraction date was not recorded for this profile. The source site may have changed since the snapshot was captured, and a redirect may lead to a different company or product. Brand-in-the-wild images were found using image search. Cached previews link to original third-party sources. This page is published by CharacterQuilt and is not affiliated with or endorsed by Arcus.
Machine-Readable Profile
Direct endpoints for agents, designers, and tooling. No login or auth required.
{
"colorScheme": "light",
"fonts": [
{
"family": "Roboto",
"role": "body"
},
{
"family": "MarkForMC",
"role": "heading"
}
],
"colors": {
"primary": "#CF4500",
"secondary": "#9A3A0A",
"accent": "#F37439",
"background": "#141413",
"textPrimary": "#373736",
"link": "#F37439"
},
"typography": {
"fontFamilies": {
"primary": "Roboto",
"heading": "MarkForMC"
},
"fontStacks": {
"heading": [
"MarkForMC",
"-apple-system",
"system-ui",
"BlinkMacSystemFont",
"Segoe UI",
"Roboto",
"Arial",
"sans-serif"
],
"body": [
"MarkForMC",
"-apple-system",
"system-ui",
"BlinkMacSystemFont",
"Segoe UI",
"Roboto",
"Arial",
"sans-serif"
],
"paragraph": [
"MarkForMC",
"-apple-system",
"system-ui",
"BlinkMacSystemFont",
"Segoe UI",
"Roboto",
"Arial",
"sans-serif"
]
},
"fontSizes": {
"h1": "48px",
"h2": "36px",
"body": "16px"
}
},
"spacing": {
"baseUnit": 4,
"borderRadius": "4px"
},
"components": {},
"images": {
"logo": "https://www.arcusfi.com/content/dam/public/arcusfi/LOGO%20MC%20ARCUS%20REGULADO.png",
"favicon": "https://www.arcusfi.com/content/dam/dxp/favicon/mastercardfavicon.ico",
"logoHref": "https://www.arcusfi.com/es.html"
},
"__llm_logo_reasoning": {
"selectedIndex": 0,
"reasoning": "Selected #0 because it is visible, located in the header, and matches the brand name 'Arcus' from the URL and page title. It is the most appropriate representation of the brand.",
"confidence": 0.9,
"source": "llm"
},
"__llm_button_reasoning": {
"primary": {
"index": -1,
"text": "N/A",
"reasoning": "None of the buttons have a vibrant or brand-specific color that stands out as a primary CTA. All buttons share the same background color, making it difficult to distinguish a primary action."
},
"secondary": {
"index": -1,
"text": "N/A",
"reasoning": "Since no primary button was identified, a secondary button cannot be selected. All buttons share the same color group."
},
"confidence": 0.6
},
"personality": {
"tone": "professional",
"energy": "medium",
"targetAudience": "financial services professionals"
},
"designSystem": {
"framework": "custom",
"componentLibrary": ""
},
"confidence": {
"buttons": 0.6,
"colors": 0.9,
"overall": 0.75
},
"__llm_metadata": {
"logoSelection": {
"llmCalled": true,
"llmSucceeded": true,
"finalSource": "llm",
"rawLogoSelection": {
"selectedLogoIndex": 0,
"selectedLogoReasoning": "Selected #0 because it is visible, located in the header, and matches the brand name 'Arcus' from the URL and page title. It is the most appropriate representation of the brand.",
"confidence": 0.9
}
},
"buttonClassification": {
"llmCalled": true,
"llmSucceeded": true
}
}
}