# Northstar Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #4047FF |
| Accent | #FFAD3D |
| Body Font | FaktPro |
| Heading Font | Garnett |

## Color Palette

- primary: #4047FF
- secondary: #D8EBE9
- accent: #FFAD3D
- background: #F1F6F6
- textPrimary: #004A43
- link: #004A43

## Typography

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

## Visual Assets

- Logo: 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- Favicon: https://d2dizdekwkg6b2.cloudfront.net/assets/favicon/apple-touch-icon-a0694e312bfe63e45531d48bef335518a0ce055228bd6f3bf2e4625ae5a15ace.png
- Social card (og:image): https://images.ctfassets.net/spo69q0wewfi/7wYTtJ49FRAgAZQZDPmIv5/56b003331e41f318f527eadc964860a4/Northstar-the-financial-benefit-employees-deserve.png

## UI Components

- buttonPrimary: background=#FFAD3D, textColor=#004A43, borderRadius=8px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: employees seeking financial wellness programs

## Northstar Brand in the Wild

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

- **Northstar has raised $24.4M to bring financial wellness to the 100% |  Northstar**
  - Image: https://images.ctfassets.net/spo69q0wewfi/22s1VLZJklqhUIpXkk0Oty/4b6eeb91dca7fb310cd12a05fd83f639/Northstar-Financial-Wellness-Program-Equity-Chat.png
  - Source: https://www.northstarmoney.com/blog/northstar-raised-24-4m-financial-wellness-for-all
- **High yield savings vs CD: Where should I put my money? | Northstar**
  - Image: https://images.ctfassets.net/spo69q0wewfi/45dPLdFPMZmqZocZ2MXkKI/0c2de00be5177a0258b24399e689adc3/bank__1_.jpg
  - Source: https://www.northstarmoney.com/blog/high-yield-savings-vs-cd
- **How (and why) to build an emergency fund | Northstar**
  - Image: https://images.ctfassets.net/spo69q0wewfi/2Co5Xx0I5oniRDyFZVSn8g/2de93528b08332d1df28aa65db2a2eb5/build_an_emergency_fund__1_.jpg
  - Source: https://www.northstarmoney.com/blog/build-an-emergency-fund
- **Think like a marketer: Communicating the value of your total rewards  package | Northstar**
  - Image: https://images.ctfassets.net/spo69q0wewfi/7sv0EFrNeDoF1o9CXsBPTu/5ab8c93a10c855c2c1e046802e2d1e69/communicating-employee-benefits.jpg
  - Source: https://www.northstarmoney.com/blog/think-like-a-marketer-communicating-value-total-rewards-package
- **Financial education | Northstar**
  - Image: https://images.ctfassets.net/spo69q0wewfi/7gKYLMCL9jSkq3u7T2vIE5/d4a323b6e5bd345eb0baf5e366c87f32/Northstar-Financial-Literacy-Program.png
  - Source: https://www.northstarmoney.com/financial-education
- **The evolution of benefits | Northstar**
  - Image: https://images.ctfassets.net/spo69q0wewfi/3ceZeZYwrHiZWrA2pv2EsA/2787948a7ab86b186c27b5a18c97df97/evolution-of-benefits-northstar-header.png
  - Source: https://www.northstarmoney.com/blog/the-evolution-of-benefits

## 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": "FaktPro",
      "role": "body"
    },
    {
      "family": "Garnett",
      "role": "heading"
    },
    {
      "family": "PostGrotesk",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#4047FF",
    "secondary": "#D8EBE9",
    "accent": "#FFAD3D",
    "background": "#F1F6F6",
    "textPrimary": "#004A43",
    "link": "#004A43"
  },
  "typography": {
    "fontFamilies": {
      "primary": "FaktPro",
      "heading": "Garnett"
    },
    "fontStacks": {
      "heading": [
        "Garnett",
        "Helvetica",
        "sans-serif"
      ],
      "body": [
        "PostGrotesk",
        "Helvetica",
        "sans-serif"
      ],
      "paragraph": [
        "FaktPro",
        "Helvetica",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "48px",
      "h2": "32px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#FFAD3D",
      "textColor": "#004A43",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": 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    "logoHref": "/"
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  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is located in the header, is visible, links to the homepage, and matches the brand inferred from the URL and page title.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Request a tour",
      "reasoning": "Button #0 is selected as the primary CTA because it uses a vibrant brand color (#FFAD3D) and has action-oriented text ('Request a tour'), making it stand out as the main call-to-action."
    },
    "secondary": {
      "index": -1,
      "text": "N/A",
      "reasoning": "Both buttons share the same background color (#FFAD3D), so no valid secondary button exists with a different color."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "employees seeking financial wellness programs"
  },
  "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 located in the header, is visible, links to the homepage, and matches the brand inferred from the URL and page title.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```