# MoonPay Brand Identity A complete profile of **MoonPay**'s visual system — colors, typography, components, and personality — extracted from https://www.moonpay.com/?ref=startups.gallery. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/moonpay - Machine-readable JSON: https://characterquilt.com/branding/moonpay.json - Per-page llms.txt: https://characterquilt.com/branding/moonpay/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #D8C8FF | | Accent | #7D00FF | | Body Font | Luna | | Heading Font | Sohne | ## Color Palette - primary: #D8C8FF - secondary: #D8B3FF - accent: #7D00FF - background: #FFFFFF - textPrimary: #000000 - link: #7D00FF ## Typography - primary: Luna — https://fonts.google.com/specimen/Luna - heading: Sohne — https://fonts.google.com/specimen/Sohne ## Visual Assets - Logo: 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- Favicon: https://www.moonpay.com/apple-touch-icon-120.png - Social card (og:image): https://www.moonpay.com/banner.jpg ## UI Components - input: background=#FFFFFF, textColor=#626262, borderColor=null, borderRadius=8px, shadow=none - buttonPrimary: background=#000000, textColor=#FEFEFE, borderRadius=9999px, shadow=none - buttonSecondary: background=#FFFFFF, textColor=#111111, borderColor=#FFFFFF, borderRadius=9999px, shadow=none ## Brand Personality Tone: modern · Energy: high · Audience: tech-savvy individuals interested in cryptocurrency ## MoonPay Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **Crypto Cards - MoonPay** - Image: https://payload-marketing.moonpay.com/api/media/file/MPMinute-CryptoCards-BlogAsset-02-Rounded-min.webp - Source: https://www.moonpay.com/de/newsroom/crypto-cards - **What is the Blockchain Trilemma and How to Solve It? - MoonPay** - Image: https://payload-marketing.moonpay.com/api/media/file/ethereum-eth-logo-2.png - Source: https://www.moonpay.com/learn/blockchain/what-is-the-blockchain-trilemma - **Liquid integrates MoonPay for seamless crypto deposits - MoonPay** - Image: https://payload-marketing.moonpay.com/api/media/file/BlogHeader_1080x1080.png - Source: https://www.moonpay.com/newsroom/liquid - **Decentralized Prediction Markets - MoonPay** - Image: https://payload-marketing.moonpay.com/api/media/file/Prediction%20Markets-BlogAsset-01-Round-min.webp - Source: https://www.moonpay.com/newsroom/decentralized-prediction-markets - **Crypto Cards - MoonPay** - Image: https://payload-marketing.moonpay.com/api/media/file/MPMinute-CryptoCards-BlogAsset-01-Rounded-min.webp - Source: https://www.moonpay.com/newsroom/crypto-cards - **CFTC Acting Chairman Caroline D. Pham to Join MoonPay - MoonPay** - Image: https://payload-marketing.moonpay.com/api/media/file/caroline.jpg - Source: https://www.moonpay.com/newsroom/caroline-d-pham?from=%2Fnewsroom ## 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": "Sohne", "role": "heading" }, { "family": "Luna", "role": "body" }, { "family": "Roboto", "role": "body" }, { "family": "Oxygen", "role": "body" }, { "family": "Ubuntu", "role": "body" } ], "colors": { "primary": "#D8C8FF", "secondary": "#D8B3FF", "accent": "#7D00FF", "background": "#FFFFFF", "textPrimary": "#000000", "link": "#7D00FF" }, "typography": { "fontFamilies": { "primary": "Luna", "heading": "Sohne" }, "fontStacks": { "heading": [ "Sohne", "Luna", "system-ui", "BlinkMacSystemFont", "-apple-system", "Segoe UI", "Roboto", "Oxygen", "Ubuntu", "Cantarell", "Fira Sans", "Droid Sans", "Helvetica Neue", "sans-serif" ], "body": [ "Sohne", "Luna", "system-ui", "BlinkMacSystemFont", "-apple-system", "Segoe UI", "Roboto", "Oxygen", "Ubuntu", "Cantarell", "Fira Sans", "Droid Sans", "Helvetica Neue", "sans-serif" ], "paragraph": [ "Sohne", "Luna", "system-ui", "BlinkMacSystemFont", "-apple-system", "Segoe UI", "Roboto", "Oxygen", "Ubuntu", "Cantarell", "Fira Sans", "Droid Sans", "Helvetica Neue", "sans-serif" ] }, "fontSizes": { "h1": "52px", "h2": "64px", "body": "12px" } }, "spacing": { "baseUnit": 4, "borderRadius": "16px" }, "components": { "input": { "background": "#FFFFFF", "textColor": "#626262", "borderColor": null, "borderRadius": "8px", "borderRadiusCorners": { "topLeft": "8px", "topRight": "8px", "bottomRight": "8px", "bottomLeft": "8px" }, "shadow": "none" }, "buttonPrimary": { "background": "#000000", "textColor": "#FEFEFE", "borderRadius": "9999px", "borderRadiusCorners": { "topLeft": "9999px", "topRight": "9999px", "bottomRight": "9999px", "bottomLeft": "9999px" }, "shadow": "none" }, "buttonSecondary": { "background": "#FFFFFF", "textColor": "#111111", "borderColor": "#FFFFFF", "borderRadius": "9999px", "borderRadiusCorners": { "topLeft": "9999px", "topRight": "9999px", "bottomRight": "9999px", "bottomLeft": "9999px" }, "shadow": "none" } }, "images": { "logo": 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"favicon": "https://www.moonpay.com/apple-touch-icon-120.png", "ogImage": "https://www.moonpay.com/banner.jpg", "logoHref": "https://www.moonpay.com/" }, "__llm_logo_reasoning": { "selectedIndex": 0, "reasoning": "Selected #0 because it is visible, located in the header, and links to the homepage, matching the brand 'MoonPay'.", "confidence": 0.95, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": 1, "text": "Buy Crypto", "reasoning": "Button #0 'Buy Crypto' has a vibrant background color (#000000) and action-oriented text, making it the primary CTA." }, "secondary": { "index": 0, "text": "Buy Crypto", "reasoning": "Button #7 'Buy Crypto' has a different background color (#FFFFFF) and serves as a secondary option with a less prominent style." }, "confidence": 0.9 }, "personality": { "tone": "modern", "energy": "high", "targetAudience": "tech-savvy individuals interested in cryptocurrency" }, "designSystem": { "framework": "tailwind", "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, and links to the homepage, matching the brand 'MoonPay'.", "confidence": 0.95 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```