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Payload Brand Identity

A website-derived reference for Payload: observed colors, typography, components, and assets extracted from https://payloadcms.com/. This snapshot is not official brand guidance. Verify current values and usage permissions with the original source.

Download JSON

Primary

#001923

Accent

#FF0000

Body Font

Untitled Sans

Heading

Untitled Sans

Color Palette

Brand palette extracted from https://payloadcms.com/.

primary

#001923

rgb(0, 25, 35)

secondary

#E5F2F7

rgb(229, 242, 247)

accent

#FF0000

rgb(255, 0, 0)

background

#FFFFFF

rgb(255, 255, 255)

textPrimary

#000000

rgb(0, 0, 0)

link

#FF0000

rgb(255, 0, 0)

Typography

Each font links to its Google Fonts page where available.

primary

Untitled Sans

heading

Untitled Sans

untitledSans, untitledSans Fallback

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.

Visual Assets

Logo

Favicon

Social Card

UI Components

Live previews rendered using Payload's actual button styles.

input

background #070707 textColor #D0D0D0 borderColor #FFFFFF borderRadius 0px shadow none

buttonPrimary

background #000000 textColor #FFFFFF borderColor #FFFFFF borderRadius 0px shadow none

buttonSecondary

background #FFFFFF textColor #000000 borderColor #FFFFFF borderRadius 4px shadow none

Brand Personality

Tone: modern Energy: medium Audience: developers and tech companies

Payload Brand in the Wild

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

Image: l4wlsi8vxy8hre4v.public.blob.vercel-storage.com

Source: payloadcms.com

Image: l4wlsi8vxy8hre4v.public.blob.vercel-storage.com

Source: payloadcms.com

Image: l4wlsi8vxy8hre4v.public.blob.vercel-storage.com

Source: payloadcms.com

Image: payloadcms.com

Source: payloadcms.com

Image: payloadcms.com

Source: payloadcms.com

Image: payloadcms.com

Source: payloadcms.com

Frequently Asked Questions

What is Payload's primary brand color?

The website extraction recorded #001923 as the primary color for Payload. This is an observed website value, not a verified official brand specification.

What accent color does Payload use?

The website extraction recorded #FF0000 as an accent color for Payload. Check the source website or official brand guidelines before using it in new work.

What font does Payload use?

The extraction detected Untitled Sans as a primary typeface on https://payloadcms.com/. Other pages or materials may use different fonts.

Does Payload use a light or dark theme?

The captured website used a light color scheme, with a recorded background of #FFFFFF. The current website may differ from this snapshot.

Where can I find Payload's logo?

The logo asset recorded from https://payloadcms.com/ is included in the machine-readable JSON profile linked above. Check the original source for the current asset and usage permissions.

How was this brand profile generated?

This profile was extracted from https://payloadcms.com/ using the Firecrawl branding extraction API, which inspects the live page's CSS, fonts, color tokens, and component styles. It is not affiliated with or endorsed by Payload.

Methodology

Brand data on this page was extracted from https://payloadcms.com/ using the Firecrawl branding extraction API, which extracts website design information. An extraction date was not recorded for this profile. The source site may have changed since the snapshot was captured, and a redirect may lead to a different company or product. Brand-in-the-wild images were found using image search. Cached previews link to original third-party sources. This page is published by CharacterQuilt and is not affiliated with or endorsed by Payload.

Machine-Readable Profile

Direct endpoints for agents, designers, and tooling. No login or auth required.

GET /branding/payload.json GET /branding/payload/llms.txt

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Untitled Sans",
      "role": "body"
    },
    {
      "family": "Geist Mono",
      "role": "monospace"
    },
    {
      "family": "Roboto Mono",
      "role": "monospace"
    }
  ],
  "colors": {
    "primary": "#001923",
    "secondary": "#E5F2F7",
    "accent": "#FF0000",
    "background": "#FFFFFF",
    "textPrimary": "#000000",
    "link": "#FF0000"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Untitled Sans",
      "heading": "Untitled Sans"
    },
    "fontStacks": {
      "heading": [
        "untitledSans",
        "untitledSans Fallback"
      ],
      "body": [
        "untitledSans",
        "untitledSans Fallback"
      ],
      "paragraph": [
        "untitledSans",
        "untitledSans Fallback"
      ]
    },
    "fontSizes": {
      "h1": "80px",
      "h2": "50px",
      "body": "22px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "input": {
      "background": "#070707",
      "textColor": "#D0D0D0",
      "borderColor": "#FFFFFF",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#000000",
      "textColor": "#FFFFFF",
      "borderColor": "#FFFFFF",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#000000",
      "borderColor": "#FFFFFF",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20class%3D%22w-auto%20h-%5B30px%5D%22%20height%3D%2244%22%20id%3D%22b%22%20viewBox%3D%220%200%20193.38%2043.5%22%20width%3D%22194%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20data-fc-idx%3D%220%22%3E%3Cg%20id%3D%22c%22%3E%3Cpath%20d%3D%22M18.01%2C35.63l-12.36-7.13c-.15-.09-.25-.25-.25-.43v-11.02c0-.19.21-.31.37-.22l14.35%2C8.28c.2.12.45-.03.45-.26v-5.37c0-.21-.11-.41-.3-.52L3.01%2C9c-.15-.09-.35-.09-.5%2C0l-2.26%2C1.31c-.15.09-.25.25-.25.43v20.47c0%2C.18.1.34.25.43l17.73%2C10.24c.15.09.35.09.5%2C0l14.89-8.6c.2-.12.2-.4%2C0-.52l-4.64-2.68c-.19-.11-.41-.11-.6%2C0l-9.61%2C5.55c-.15.09-.35.09-.5%2C0Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M36.21%2C10.3L18.48.07c-.15-.09-.35-.09-.5%2C0l-9.37%2C5.41c-.2.12-.2.4%2C0%2C.52l4.6%2C2.66c.19.11.41.11.6%2C0l4.2-2.42c.15-.09.35-.09.5%2C0l12.36%2C7.13c.15.09.25.25.25.43v11.07c0%2C.21.11.41.3.52l4.6%2C2.65c.2.12.45-.03.45-.26V10.74c0-.18-.1-.34-.25-.43Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cg%20id%3D%22d%22%3E%3Cpath%20d%3D%22M193.38%2C9.47c0%2C1.94-1.48%2C3.32-3.3%2C3.32s-3.31-1.39-3.31-3.32%2C1.49-3.31%2C3.31-3.31%2C3.3%2C1.39%2C3.3%2C3.31ZM192.92%2C9.47c0-1.68-1.26-2.88-2.84-2.88s-2.84%2C1.2-2.84%2C2.88%2C1.26%2C2.89%2C2.84%2C2.89%2C2.84-1.2%2C2.84-2.89ZM188.69%2C11.17v-3.51h1.61c.85%2C0%2C1.35.39%2C1.35%2C1.15%2C0%2C.53-.3.86-.67%2C1.02l.79%2C1.35h-.89l-.72-1.22h-.64v1.22h-.82ZM190.18%2C9.31c.46%2C0%2C.64-.16.64-.5s-.19-.49-.64-.49h-.67v.99h.67Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M54.72%2C24.84v10.93h-5.4V6.1h12.26c7.02%2C0%2C11.1%2C3.2%2C11.1%2C9.39s-4.07%2C9.35-11.06%2C9.35h-6.9%2C0ZM61.12%2C20.52c4.07%2C0%2C6.11-1.66%2C6.11-5.03s-2.04-5.03-6.11-5.03h-6.4v10.06h6.4Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M85.94%2C32.45c-1%2C2.41-3.66%2C3.78-7.02%2C3.78-4.11%2C0-7.11-2.29-7.11-6.11%2C0-4.24%2C3.32-5.98%2C7.61-6.48l6.32-.71v-1c0-2.58-1.58-3.82-3.99-3.82s-3.74%2C1.29-3.91%2C3.24h-5.11c.46-4.53%2C3.99-7.19%2C9.18-7.19%2C5.74%2C0%2C9.02%2C2.7%2C9.02%2C8.19v8.15c0%2C1.95.08%2C3.58.42%2C5.28h-5.11c-.21-1.16-.29-2.29-.29-3.32h0ZM85.73%2C27.58v-1.29l-4.7.54c-2.24.29-3.95.79-3.95%2C2.99%2C0%2C1.66%2C1.16%2C2.7%2C3.28%2C2.7%2C2.74%2C0%2C5.36-1.62%2C5.36-4.95h0Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M90.39%2C14.66h5.4l5.86%2C15.92h.08l5.57-15.92h5.28l-8.23%2C21.49c-2%2C5.28-4.45%2C7.32-8.89%2C7.36-.71%2C0-1.7-.08-2.45-.21v-4.03c.62.13.96.13%2C1.41.13%2C2.16%2C0%2C3.07-.75%2C4.2-3.66l-8.23-21.07h0Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M113.46%2C35.77V6.1h5.32v29.67h-5.32Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M130.79%2C36.27c-6.23%2C0-10.68-4.2-10.68-11.05s4.45-11.05%2C10.68-11.05%2C10.68%2C4.24%2C10.68%2C11.05-4.45%2C11.05-10.68%2C11.05ZM130.79%2C32.32c3.41%2C0%2C5.36-2.66%2C5.36-7.11s-1.95-7.11-5.36-7.11-5.36%2C2.7-5.36%2C7.11%2C1.91%2C7.11%2C5.36%2C7.11Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M156.19%2C32.45c-1%2C2.41-3.66%2C3.78-7.02%2C3.78-4.11%2C0-7.11-2.29-7.11-6.11%2C0-4.24%2C3.32-5.98%2C7.61-6.48l6.32-.71v-1c0-2.58-1.58-3.82-3.99-3.82s-3.74%2C1.29-3.91%2C3.24h-5.11c.46-4.53%2C3.99-7.19%2C9.19-7.19%2C5.74%2C0%2C9.02%2C2.7%2C9.02%2C8.19v8.15c0%2C1.95.08%2C3.58.42%2C5.28h-5.11c-.21-1.16-.29-2.29-.29-3.32h0ZM155.98%2C27.58v-1.29l-4.7.54c-2.24.29-3.95.79-3.95%2C2.99%2C0%2C1.66%2C1.16%2C2.7%2C3.28%2C2.7%2C2.74%2C0%2C5.36-1.62%2C5.36-4.95h0Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M178.5%2C32.41c-1.04%2C2.12-3.58%2C3.87-6.78%2C3.87-5.53%2C0-9.31-4.49-9.31-11.05s3.78-11.05%2C9.31-11.05c3.28%2C0%2C5.69%2C1.83%2C6.69%2C3.95V6.1h5.32v29.67h-5.24v-3.37h0ZM178.55%2C24.84c0-4.11-1.95-6.78-5.32-6.78s-5.45%2C2.83-5.45%2C7.15%2C2%2C7.15%2C5.45%2C7.15%2C5.32-2.66%2C5.32-6.78v-.75h0Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%2F%3E%3C%2Fg%3E%3C%2Fg%3E%3C%2Fsvg%3E",
    "favicon": "https://payloadcms.com/images/favicon.svg",
    "ogImage": "https://payloadcms.com/images/og-image.jpg",
    "logoHref": "https://payloadcms.com/",
    "logoAlt": "https://payloadcms.com/b"
  },
  "__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 'Payload'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 2,
      "text": "Get StartedGet Started",
      "reasoning": "Button #2 with text 'Get Started' is likely the primary CTA due to its action-oriented text and prominence in the list. It uses a dark background (#000000), which is consistent with a strong call-to-action style."
    },
    "secondary": {
      "index": 5,
      "text": "Get Started",
      "reasoning": "Button #5 with text 'Get Started' has a different background color (#FFFFFF) and serves as a secondary option with a more subtle appearance, suitable for a secondary CTA."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "developers and tech companies"
  },
  "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 'Payload'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}

Payload Brand Identity

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

Payload Brand in the Wild

Frequently Asked Questions

Methodology

Machine-Readable Profile

Related Brand Profiles