# Finch Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #0D2E36 |
| Accent | #3E4AE7 |
| Body Font | Inter |
| Heading Font | Inter |

## Color Palette

- primary: #0D2E36
- secondary: #4253FF
- accent: #3E4AE7
- background: #FFFFFF
- textPrimary: #161616
- link: #3E4AE7

## Typography

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

## Visual Assets

- Logo: https://cdn.prod.website-files.com/63dd790039a2b29044f7d608/63dd95e9ebe31f280b24f322_logo.svg
- Favicon: https://cdn.prod.website-files.com/63dd790039a2b29044f7d608/63defe90dd106646e224a39c_Favicon.png
- Social card (og:image): https://cdn.prod.website-files.com/63dd790039a2b29044f7d608/64024687f813ceeca1ce0b47_finch-open-graph.webp

## Brand Personality

Tone: professional · Energy: medium · Audience: businesses and developers

## Finch Brand in the Wild

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

- **NAPA 401(k) Summit 2024: 3 Key Insights for Recordkeepers | Finch**
  - Image: https://cdn.prod.website-files.com/63deb4700c95fc8b0d114fde/660b0877a08ad7d5764d9b53_sean_kelly_crop_2.JPG
  - Source: https://www.tryfinch.com/blog/napa-401-k-summit-2024-3-key-insights-for-recordkeepers
- **The Finch Blog - Read Blogs Written by Ananya Banthia**
  - Image: https://cdn.prod.website-files.com/63deb4700c95fc8b0d114fde/69de8db75687685ff71878a0_Blog%2C%20Under%20the%20Hood%20_%20Benefits.png
  - Source: https://www.tryfinch.com/authors/ananya-banthia
- **Finch Named to the 2023 CB Insights' Fintech 100 List | Finch**
  - Image: https://cdn.prod.website-files.com/63deb4700c95fc8b0d114fde/66ac4524ca3be44291f258ec_651ddc56a63788d1519bfac5_Fintech%2520100%2520MM%2520102023%25205.png
  - Source: https://www.tryfinch.com/blog/finch-named-to-the-2023-cb-insights-fintech-100-list
- **The Finch Blog - Read Blogs Written by Amy Karr**
  - Image: https://cdn.prod.website-files.com/63deb4700c95fc8b0d114fde/69304e7b7c56fc98ca3595f7_G2%20blog%20image%20winter%2026.png
  - Source: https://www.tryfinch.com/authors/amy-miller
- **Careers at Finch | Shape the Future of Employment Data**
  - Image: https://cdn.prod.website-files.com/63dd790039a2b29044f7d608/6615c0dc404889f3e2b60161_fincht-boat-3.jpg
  - Source: https://www.tryfinch.com/careers
- **Finch Named to Built In's Best Places to Work 2025 | Finch**
  - Image: https://cdn.prod.website-files.com/63deb4700c95fc8b0d114fde/677d35cfb985bcb020cc2611_Blog%2C%20Built%20In.jpg
  - Source: https://www.tryfinch.com/blog/finch-named-to-built-ins-best-places-to-work-for-third-consecutive-year

## 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": "Inter",
      "role": "body"
    },
    {
      "family": "Flecha M",
      "role": "unknown"
    },
    {
      "family": "Georgia",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#0D2E36",
    "secondary": "#4253FF",
    "accent": "#3E4AE7",
    "background": "#FFFFFF",
    "textPrimary": "#161616",
    "link": "#3E4AE7"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Inter",
      "heading": "Inter"
    },
    "fontStacks": {
      "heading": [
        "Flecha M",
        "Georgia",
        "sans-serif"
      ],
      "body": [
        "Inter",
        "Arial",
        "sans-serif"
      ],
      "paragraph": [
        "Inter",
        "Arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "80px",
      "h2": "14px",
      "body": "20px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "8px"
  },
  "components": {},
  "images": {
    "logo": "https://cdn.prod.website-files.com/63dd790039a2b29044f7d608/63dd95e9ebe31f280b24f322_logo.svg",
    "favicon": "https://cdn.prod.website-files.com/63dd790039a2b29044f7d608/63defe90dd106646e224a39c_Favicon.png",
    "ogImage": "https://cdn.prod.website-files.com/63dd790039a2b29044f7d608/64024687f813ceeca1ce0b47_finch-open-graph.webp",
    "logoHref": "/",
    "logoAlt": "Finch logo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 9,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Finch'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": -1,
      "text": "N/A",
      "reasoning": "All buttons share the same background color (#F4F3F0), making it impossible to distinguish a primary CTA based on color differentiation."
    },
    "secondary": {
      "index": -1,
      "text": "N/A",
      "reasoning": "Since all buttons have the same background color, there is no valid secondary button with a different color."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "businesses and developers"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.95,
    "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 matches the brand name 'Finch'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```