# Pesto Brand Identity A complete profile of **Pesto**'s visual system — colors, typography, components, and personality — extracted from https://www.getpesto.com/. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/pesto - Machine-readable JSON: https://characterquilt.com/branding/pesto.json - Per-page llms.txt: https://characterquilt.com/branding/pesto/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #183221 | | Accent | #2EA355 | | Body Font | Archivo | | Heading Font | Archivo | ## Color Palette - primary: #183221 - secondary: #297543 - accent: #2EA355 - background: #000000 - textPrimary: #000000 - link: #2EA355 ## Typography - primary: Archivo — https://fonts.google.com/specimen/Archivo - heading: Archivo — https://fonts.google.com/specimen/Archivo ## Visual Assets - Logo: data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20width%3D%221em%22%20height%3D%221em%22%20fill%3D%22none%22%20viewBox%3D%220%200%20108%2032%22%20class%3D%22mx-auto%20h-%5B28px%5D%20w-%5B105px%5D%20sm%3Amx-0%20text-black%22%20data-fc-idx%3D%220%22%3E%3Cg%20fill%3D%22currentColor%22%20clip-path%3D%22url(%23pestoLogo_svg__a)%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%3E%3Cpath%20d%3D%22M.222%2015.501c-.042-.333-.042-.706-.042-1.04C.18%205.943%205.582%200%2013.437%200c6.858%200%2011.927%204.53%2011.927%2011.305%200%207.77-6.608%2012.593-14.588%2012.593-.955%200-2.077-.082-3.2-.249.748%202.577%201.745%205.236%202.867%207.937H4.336c-1.288-3.116-2.32-6.381-3.159-9.516-.42-1.58-.86-4.713-.955-6.569m6.109%202.62c1.413.373%202.783.54%204.114.54%205.776%200%209.06-3.284%209.06-7.44%200-3.533-2.453-5.985-6.027-5.985-4.281%200-7.44%203.532-7.44%209.226%200%201.164.082%202.368.291%203.656zM25.973%2021.28c0-6.319%204.447-10.973%2010.763-10.973s10.347%204.115%2010.347%2010.1c0%20.748-.082%201.578-.249%202.367H31.333c.54%203.241%202.66%204.696%205.651%204.696%202.744%200%204.323-1.206%205.03-2.992l4.862.998C45.63%2029.59%2042.014%2032%2036.985%2032c-6.9%200-11.014-4.53-11.014-10.723zm5.527-2.536h10.056c-.457-2.659-2.161-4.072-4.82-4.072-2.41%200-4.488%201.289-5.236%204.072M48.887%2025.767l5.362-1.08c.415%202.161%201.953%203.074%204.114%203.074%202.162%200%203.408-.83%203.408-2.326%200-1.58-2.244-1.788-4.739-2.243-3.365-.54-7.314-1.455-7.314-6.234%200-3.865%203.656-6.649%208.685-6.649%204.697%200%207.522%202.077%208.728%205.776l-5.196%201.08c-.415-1.786-1.661-2.619-3.532-2.619-2.077%200-3.325.915-3.325%202.161%200%201.538%201.912%201.87%204.28%202.244%203.49.582%207.813%201.288%207.813%206.151%200%203.948-2.91%206.9-8.81%206.9-4.654%200-8.312-1.786-9.476-6.234zM76.405%206.027h1.413v4.738h6.61v4.572h-6.61v8.852c0%202.161%201.08%202.992%202.95%202.992.915%200%201.788-.249%202.826-.706l1.164%204.323a11.6%2011.6%200%200%201-5.153%201.206c-4.406%200-7.025-2.453-7.025-6.609V15.338h-3.947v-4.571h3.947V6.029h3.824zM107.819%2021.153c0%206.275-4.696%2010.847-11.096%2010.847s-11.096-4.572-11.096-10.847c0-6.276%204.696-10.847%2011.096-10.847s11.096%204.613%2011.096%2010.847m-16.705%200c0%203.656%202.203%206.067%205.61%206.067%203.405%200%205.61-2.41%205.61-6.067s-2.243-6.027-5.61-6.027-5.61%202.41-5.61%206.027%22%2F%3E%3C%2Fg%3E%3Cdefs%20style%3D%22fill%3A%20none%20!important%3B%22%3E%3CclipPath%20id%3D%22pestoLogo_svg__a%22%20style%3D%22fill%3A%20none%20!important%3B%22%3E%3Cpath%20fill%3D%22%23fff%22%20d%3D%22M.18%200h107.64v32H.18z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3C%2FclipPath%3E%3C%2Fdefs%3E%3C%2Fsvg%3E - Social card (og:image): https://www.getpesto.com/seoImage.png ## UI Components - buttonPrimary: background=#2EA355, textColor=#FFFFFF, borderColor=#2EA355, borderRadius=12px, shadow=rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 4px 6px -1px, rgba(0, 0, 0, 0.1) 0px 2px 4px -2px - buttonSecondary: background=#FFFFFF, textColor=#2EA355, borderColor=#FFFFFF, borderRadius=12px, shadow=rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 4px 6px -1px, rgba(0, 0, 0, 0.1) 0px 2px 4px -2px ## Brand Personality Tone: professional · Energy: medium · Audience: financially savvy individuals looking for credit solutions ## Pesto Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **Launch a secured credit card with zero hassle | Pesto Mastercard®** - Image: https://getpesto.com/assets/images/landing/animatedPlatform/heroBg.webp - Source: https://getpesto.com/ - **Don't Get a Pawn Loan When You Can Get an Affordable Credit Card | Pesto Mastercard®** - Image: https://getpesto.com/assets/images/landing/elle/howItWorks/howItWorks4.webp - Source: https://getpesto.com/compare-to-pawn-loans/ - **Launch a secured credit card with zero hassle | Pesto Mastercard®** - Image: https://www.getpesto.com/seoImage.png - Source: https://getpesto.com/ - **Don't Get a Pawn Loan When You Can Get an Affordable Credit Card | Pesto Mastercard®** - Image: https://getpesto.com/assets/images/landing/elle/howItWorks/howItWorks2.webp - Source: https://getpesto.com/compare-to-pawn-loans/ - **Launch a secured credit card with zero hassle | Pesto Mastercard®** - Image: https://getpesto.com/assets/images/solutions/solutions-cards.webp - Source: https://getpesto.com/ - **Launch a secured credit card with zero hassle | Pesto Mastercard®** - Image: https://getpesto.com/assets/images/landing/animatedPlatform/exploded/pesto-exploded.webp - Source: https://getpesto.com/ ## 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": "Archivo", "role": "heading" } ], "colors": { "primary": "#183221", "secondary": "#297543", "accent": "#2EA355", "background": "#000000", "textPrimary": "#000000", "link": "#2EA355" }, "typography": { "fontFamilies": { "primary": "Archivo", "heading": "Archivo" }, "fontStacks": { "heading": [ "Archivo", "Helvetica", "Arial", "sans-serif", "ui-sans-serif", "system-ui", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji" ], "body": [ "Archivo", "Helvetica", "Arial", "sans-serif", "ui-sans-serif", "system-ui", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji" ], "paragraph": [ "Archivo", "Helvetica", "Arial", "sans-serif", "ui-sans-serif", "system-ui", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji" ] }, "fontSizes": { "h1": "16px", "h2": "16px", "body": "60px" } }, "spacing": { "baseUnit": 4, "borderRadius": "4px" }, "components": { "buttonPrimary": { "background": "#2EA355", "textColor": "#FFFFFF", "borderColor": "#2EA355", "borderRadius": "12px", "borderRadiusCorners": { "topLeft": "12px", "topRight": "12px", "bottomRight": "12px", "bottomLeft": "12px" }, "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 4px 6px -1px, rgba(0, 0, 0, 0.1) 0px 2px 4px -2px" }, "buttonSecondary": { "background": "#FFFFFF", "textColor": "#2EA355", "borderColor": "#FFFFFF", "borderRadius": "12px", "borderRadiusCorners": { "topLeft": "12px", "topRight": "12px", "bottomRight": "12px", "bottomLeft": "12px" }, "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0) 0px 0px 0px 0px, rgba(0, 0, 0, 0.1) 0px 4px 6px -1px, rgba(0, 0, 0, 0.1) 0px 2px 4px -2px" } }, "images": { "logo": "data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20width%3D%221em%22%20height%3D%221em%22%20fill%3D%22none%22%20viewBox%3D%220%200%20108%2032%22%20class%3D%22mx-auto%20h-%5B28px%5D%20w-%5B105px%5D%20sm%3Amx-0%20text-black%22%20data-fc-idx%3D%220%22%3E%3Cg%20fill%3D%22currentColor%22%20clip-path%3D%22url(%23pestoLogo_svg__a)%22%20style%3D%22fill%3A%20rgb(0%2C%200%2C%200)%20!important%3B%22%3E%3Cpath%20d%3D%22M.222%2015.501c-.042-.333-.042-.706-.042-1.04C.18%205.943%205.582%200%2013.437%200c6.858%200%2011.927%204.53%2011.927%2011.305%200%207.77-6.608%2012.593-14.588%2012.593-.955%200-2.077-.082-3.2-.249.748%202.577%201.745%205.236%202.867%207.937H4.336c-1.288-3.116-2.32-6.381-3.159-9.516-.42-1.58-.86-4.713-.955-6.569m6.109%202.62c1.413.373%202.783.54%204.114.54%205.776%200%209.06-3.284%209.06-7.44%200-3.533-2.453-5.985-6.027-5.985-4.281%200-7.44%203.532-7.44%209.226%200%201.164.082%202.368.291%203.656zM25.973%2021.28c0-6.319%204.447-10.973%2010.763-10.973s10.347%204.115%2010.347%2010.1c0%20.748-.082%201.578-.249%202.367H31.333c.54%203.241%202.66%204.696%205.651%204.696%202.744%200%204.323-1.206%205.03-2.992l4.862.998C45.63%2029.59%2042.014%2032%2036.985%2032c-6.9%200-11.014-4.53-11.014-10.723zm5.527-2.536h10.056c-.457-2.659-2.161-4.072-4.82-4.072-2.41%200-4.488%201.289-5.236%204.072M48.887%2025.767l5.362-1.08c.415%202.161%201.953%203.074%204.114%203.074%202.162%200%203.408-.83%203.408-2.326%200-1.58-2.244-1.788-4.739-2.243-3.365-.54-7.314-1.455-7.314-6.234%200-3.865%203.656-6.649%208.685-6.649%204.697%200%207.522%202.077%208.728%205.776l-5.196%201.08c-.415-1.786-1.661-2.619-3.532-2.619-2.077%200-3.325.915-3.325%202.161%200%201.538%201.912%201.87%204.28%202.244%203.49.582%207.813%201.288%207.813%206.151%200%203.948-2.91%206.9-8.81%206.9-4.654%200-8.312-1.786-9.476-6.234zM76.405%206.027h1.413v4.738h6.61v4.572h-6.61v8.852c0%202.161%201.08%202.992%202.95%202.992.915%200%201.788-.249%202.826-.706l1.164%204.323a11.6%2011.6%200%200%201-5.153%201.206c-4.406%200-7.025-2.453-7.025-6.609V15.338h-3.947v-4.571h3.947V6.029h3.824zM107.819%2021.153c0%206.275-4.696%2010.847-11.096%2010.847s-11.096-4.572-11.096-10.847c0-6.276%204.696-10.847%2011.096-10.847s11.096%204.613%2011.096%2010.847m-16.705%200c0%203.656%202.203%206.067%205.61%206.067%203.405%200%205.61-2.41%205.61-6.067s-2.243-6.027-5.61-6.027-5.61%202.41-5.61%206.027%22%2F%3E%3C%2Fg%3E%3Cdefs%20style%3D%22fill%3A%20none%20!important%3B%22%3E%3CclipPath%20id%3D%22pestoLogo_svg__a%22%20style%3D%22fill%3A%20none%20!important%3B%22%3E%3Cpath%20fill%3D%22%23fff%22%20d%3D%22M.18%200h107.64v32H.18z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3C%2FclipPath%3E%3C%2Fdefs%3E%3C%2Fsvg%3E", "favicon": null, "ogImage": "https://www.getpesto.com/seoImage.png", "logoHref": "/" }, "__llm_logo_reasoning": { "selectedIndex": 0, "reasoning": "Selected #0 because it is visible, located in the header, and links to the homepage, which are strong indicators of a primary brand logo.", "confidence": 0.9, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": 0, "text": "Get a Demo", "reasoning": "Button #0 uses a vibrant green color (#2EA355), which is typically used for primary CTAs. It stands out as the main action button on the page." }, "secondary": { "index": 1, "text": "Get a Demo", "reasoning": "Button #1 has a white background, making it less prominent than the primary button. It serves as a secondary option with the same text but a different color scheme." }, "confidence": 0.95 }, "personality": { "tone": "professional", "energy": "medium", "targetAudience": "financially savvy individuals looking for credit solutions" }, "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, and links to the homepage, which are strong indicators of a primary brand logo.", "confidence": 0.9 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```