# Pallet Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #FF142C |
| Accent | #FF142C |
| Body Font | Booton |
| Heading Font | Booton |

## Color Palette

- primary: #FF142C
- secondary: #FFC0CB
- accent: #FF142C
- background: #0B0405
- textPrimary: #0B0405
- link: #9CA3AF

## Typography

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

## Visual Assets

- Logo: https://cdn.sanity.io/images/1ua24syd/production/74fe685c08623755f39030861f5567dafc73a934-100x21.svg
- Favicon: https://www.pallet.com/static/favicon-96x96.png
- Social card (og:image): https://cdn.sanity.io/images/1ua24syd/production/9e6b6371626a4ae6220937feaeea3ceca82a3a62-3600x1890.png?rect=0,5,3600,1881&w=1200&h=627&q=95&fit=crop&auto=format

## UI Components

- input: background=transparent, textColor=#FFFFFF, borderColor=null, borderRadius=0px, shadow=none
- buttonPrimary: background=#FF142C, textColor=#FFFFFF, borderRadius=2px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#0B0405, borderRadius=2px, shadow=none

## Brand Personality

Tone: modern · Energy: high · Audience: businesses in logistics and AI sectors

## Pallet Brand in the Wild

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

- **Pallet**
  - Image: https://app.pallet.com/_next/static/media/trucks.a2505c57.jpeg
  - Source: https://app.pallet.com/
- **Articles | Pallet.com**
  - Image: https://cdn.sanity.io/images/1ua24syd/production/ccd3e4d611cb1241f679eed2b8ff7267946129e6-3186x2451.png?rect=6,0,3175,2451&w=544&h=420&q=95&fit=crop&auto=format
  - Source: https://www.pallet.com/blog
- **Company | Pallet.com**
  - Image: https://cdn.sanity.io/images/1ua24syd/production/2cce7aca75951b878a69eaf9232de1819823c9f2-2416x3200.jpg?w=1208&h=1600&q=95&fit=crop&auto=format
  - Source: https://www.pallet.com/company
- **Articles | Pallet.com**
  - Image: https://cdn.sanity.io/images/1ua24syd/production/83adfa179deddc355148f1fbdf117b48d9845065-3186x2451.png?w=338&h=260&q=95&fit=crop&auto=format
  - Source: https://www.pallet.com/blog
- **Automated Freight Quoting for CLI | Pallet.com**
  - Image: https://cdn.sanity.io/images/1ua24syd/production/d31c0301d8b819735d42904b824fc1c39597c2f7-2880x1556.png?w=1440&h=778&q=95&fit=crop&auto=format
  - Source: https://www.pallet.com/use-cases/quoting/cli
- **Articles | Pallet.com**
  - Image: https://cdn.sanity.io/images/1ua24syd/production/6234fc629ecc34771d42f2622e6c530f899b1fcb-3186x2451.png?w=338&h=260&q=95&fit=crop&auto=format
  - Source: https://www.pallet.com/blog

## 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": "dark",
  "fonts": [
    {
      "family": "Booton",
      "role": "unknown"
    },
    {
      "family": "OnsiteSemiMono",
      "role": "monospace"
    }
  ],
  "colors": {
    "primary": "#FF142C",
    "secondary": "#FFC0CB",
    "accent": "#FF142C",
    "background": "#0B0405",
    "textPrimary": "#0B0405",
    "link": "#9CA3AF"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Booton",
      "heading": "Booton"
    },
    "fontStacks": {
      "heading": [
        "Booton",
        "sans-serif"
      ],
      "body": [
        "Booton",
        "sans-serif"
      ],
      "paragraph": [
        "Booton",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "80px",
      "h2": "46px",
      "body": "20px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "2px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#FFFFFF",
      "borderColor": null,
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#FF142C",
      "textColor": "#FFFFFF",
      "borderRadius": "2px",
      "borderRadiusCorners": {
        "topLeft": "2px",
        "topRight": "2px",
        "bottomRight": "2px",
        "bottomLeft": "2px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#0B0405",
      "borderRadius": "2px",
      "borderRadiusCorners": {
        "topLeft": "2px",
        "topRight": "2px",
        "bottomRight": "2px",
        "bottomLeft": "2px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.sanity.io/images/1ua24syd/production/74fe685c08623755f39030861f5567dafc73a934-100x21.svg",
    "favicon": "https://www.pallet.com/static/favicon-96x96.png",
    "ogImage": "https://cdn.sanity.io/images/1ua24syd/production/9e6b6371626a4ae6220937feaeea3ceca82a3a62-3600x1890.png?rect=0,5,3600,1881&w=1200&h=627&q=95&fit=crop&auto=format",
    "logoHref": "/",
    "logoAlt": "Pallet logo"
  },
  "__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 'Pallet'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "Get started",
      "reasoning": "Button #0 has a vibrant brand color (#FF142C) and action-oriented text ('Get started'), making it the primary CTA."
    },
    "secondary": {
      "index": 12,
      "text": "Explore product",
      "reasoning": "Button #1 has a different background color (#FFFFFF) and serves as a secondary action ('Explore product')."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "high",
    "targetAudience": "businesses in logistics and AI sectors"
  },
  "designSystem": {
    "framework": "tailwind",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.95,
    "colors": 0.9,
    "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 'Pallet'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```