# Asseta Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #FD8D3A |
| Accent | #FD8D3A |
| Body Font | Helvetica Neue |
| Heading Font | Helvetica Neue |

## Color Palette

- primary: #FD8D3A
- accent: #FD8D3A
- background: #FFFFFF
- textPrimary: #444444
- link: #FD8D3A

## Typography

- primary: Helvetica Neue — https://fonts.google.com/specimen/Helvetica+Neue
- heading: Helvetica Neue — https://fonts.google.com/specimen/Helvetica+Neue

## Visual Assets

- Logo: https://d1ypa7j6d69s74.cloudfront.net/assets/asseta_logo-9375f2e629b94ad577d511923ce6b7177f4d397610758eb81f7b2595ed0129e2.png
- Favicon: https://d1ypa7j6d69s74.cloudfront.net/favicon.ico

## UI Components

- input: background=#FFFFFF, textColor=#333333, borderColor=#CCCCCC, borderRadius=4px, shadow=rgba(0, 0, 0, 0.06) 0px 1px 3px 0px inset
- buttonPrimary: background=#FD8D3A, textColor=#FFFFFF, borderRadius=4px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: business professionals looking for parts

## Asseta Brand in the Wild

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

- **Reporting & Dashboards | Asseta AI Family Office Suite**
  - Image: https://cdn.prod.website-files.com/679d1246ab67202deb6dc916/679d1246ab67202deb6dcb07_Untitled%20(1364%20x%201436%20px).png
  - Source: https://www.asseta.ai/platform/reporting-and-dashboards
- **Asseta Raises $4.2 Million Seed Round Led by Venture Firms Nyca and Motive**
  - Image: https://storage.ghost.io/c/d5/bf/d5bfacf8-a99d-4509-84a9-2d0edc68e9a3/content/images/2025/11/Stavtar_ad_1_CFO.png
  - Source: https://www.modus.news/as/
- **Reporting & Dashboards | Asseta AI Family Office Suite**
  - Image: https://cdn.prod.website-files.com/679d1246ab67202deb6dc916/679d1246ab67202deb6dcb1a_Reporting.png
  - Source: https://www.asseta.ai/platform/reporting-and-dashboards
- **Asseta Finance - Alternative Mortgage Lending Solutions**
  - Image: https://res.cloudinary.com/ddznmctxr/image/upload/v1706831979/Asseta%20Finance/flvbe90cgkubylapwggy.jpg
  - Source: https://www.assetafinance.com/
- **Asseta Privacy Policy**
  - Image: https://cdn.prod.website-files.com/679d1246ab67202deb6dc916/6903f67b08ac5ed58d61be42_Asseta_AI.png
  - Source: https://www.asseta.ai/legal/privacy-policy
- **Pitch Deck: Family Office Fintech Startup Asseta AI Raises $4.2 Million -  Business Insider**
  - Image: https://i.insider.com/69335db671107c9f34577996?width=1200&format=jpeg
  - Source: https://www.businessinsider.com/read-pitch-deck-family-office-fintech-startup-asseta-ai-raise-millions-2025-12

## 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": "Helvetica Neue",
      "role": "body"
    },
    {
      "family": "Roboto",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#FD8D3A",
    "accent": "#FD8D3A",
    "background": "#FFFFFF",
    "textPrimary": "#444444",
    "link": "#FD8D3A"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Helvetica Neue",
      "heading": "Helvetica Neue"
    },
    "fontStacks": {
      "heading": [
        "Helvetica Neue",
        "Helvetica",
        "Roboto",
        "Arial",
        "sans-serif"
      ],
      "body": [
        "Helvetica Neue",
        "Helvetica",
        "Roboto",
        "Arial",
        "sans-serif"
      ],
      "paragraph": [
        "Helvetica Neue",
        "Helvetica",
        "Roboto",
        "Arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "16px",
      "h2": "32px",
      "body": "28px"
    }
  },
  "spacing": {
    "baseUnit": 8,
    "borderRadius": "0px"
  },
  "components": {
    "input": {
      "background": "#FFFFFF",
      "textColor": "#333333",
      "borderColor": "#CCCCCC",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "rgba(0, 0, 0, 0.06) 0px 1px 3px 0px inset"
    },
    "buttonPrimary": {
      "background": "#FD8D3A",
      "textColor": "#FFFFFF",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://d1ypa7j6d69s74.cloudfront.net/assets/asseta_logo-9375f2e629b94ad577d511923ce6b7177f4d397610758eb81f7b2595ed0129e2.png",
    "favicon": "https://d1ypa7j6d69s74.cloudfront.net/favicon.ico",
    "ogImage": null,
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Asseta'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Search",
      "reasoning": "The button with text 'Search' uses the vibrant brand color #FD8D3A, making it the primary call-to-action."
    },
    "secondary": {
      "index": -1,
      "text": "N/A",
      "reasoning": "There is only one button detected, so no secondary button can be selected."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "business professionals looking for parts"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.9,
    "overall": 0.9
  },
  "__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 matches the brand name 'Asseta'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```