# Pluto.markets Brand Identity

A complete profile of **Pluto.markets**'s visual system — colors, typography, components, and personality — extracted from http://pluto.markets/. Built for designers, agents, and AI tools.

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #012818 |
| Accent | #0ECC73 |
| Body Font | Roboto |
| Heading Font | Montserrat |

## Color Palette

- primary: #012818
- secondary: #05321D
- accent: #0ECC73
- background: #FFFFFF
- textPrimary: #0ECC73
- link: #0ECC73

## Typography

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

## Visual Assets

- Logo: https://framerusercontent.com/images/23SUx73cQSzMozKp0BsEifho.png?width=380&height=90
- Favicon: https://framerusercontent.com/images/YrOVNLf9eMQjtZtu3yT85Bkhw.png
- Social card (og:image): https://framerusercontent.com/assets/NYT2IQ9ZiivNSuCHqhKEAB2UVwk.png

## UI Components

- buttonPrimary: background=#0ECC73, textColor=#000000, borderRadius=100px, shadow=none
- buttonSecondary: background=#F4F4F4, textColor=#0000EE, borderRadius=100px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: investors in Denmark

## Pluto.markets Brand in the Wild

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

- **Billigste aktier med Pluto investeringsplatform | Køb aktier uden gebyrer**
  - Image: https://framerusercontent.com/images/ak05piBOJ53E4a0TB5Y466sS2I.jpeg?width=3111&height=3488
  - Source: https://pluto.markets/priser
- **Få nyheder om markederne og billige aktier. Tilmeld dig nyhedsbrevet | Pluto**
  - Image: https://framerusercontent.com/images/mUIevy0lbw0ndBErV0J2BDpsJVA.png?width=2082&height=2334
  - Source: https://pluto.markets/newsletter
- **Flyt din portefølje til Puto | Invester i aktier uden kurtage | Reguleret i  Danmark**
  - Image: https://framerusercontent.com/images/OID0YHhXEdvkqIb6Kx8VphGqc.jpg?width=2329&height=1536
  - Source: https://pluto.markets/transfer
- **Få nyheder om markederne og billige aktier. Tilmeld dig nyhedsbrevet | Pluto**
  - Image: https://framerusercontent.com/images/eho5EClM3YCSahGhuAOvdIn23NM.png?width=2076&height=1497
  - Source: https://pluto.markets/newsletter
- **Pluto aktie app | Invester i aktier uden kurtage | Reguleret i Danmark**
  - Image: https://framerusercontent.com/assets/NYT2IQ9ZiivNSuCHqhKEAB2UVwk.png
  - Source: https://pluto.markets/
- **Nyeste om investering i aktier, ETF'er og krypto | Pluto investeringsapp |  Invester uden kurtage | Reguleret i Danmark**
  - Image: https://framerusercontent.com/images/HngUSGAFo4pzdMuf8gDbqIb8D8.jpg?width=2000&height=1429
  - Source: https://pluto.markets/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": "light",
  "fonts": [
    {
      "family": "Montserrat",
      "role": "heading"
    },
    {
      "family": "Roboto",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#012818",
    "secondary": "#05321D",
    "accent": "#0ECC73",
    "background": "#FFFFFF",
    "textPrimary": "#0ECC73",
    "link": "#0ECC73"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Roboto",
      "heading": "Montserrat"
    },
    "fontStacks": {
      "heading": [
        "Montserrat",
        "sans-serif"
      ],
      "body": [
        "sans-serif"
      ],
      "paragraph": [
        "Montserrat",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "56px",
      "h2": "56px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "10px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#0ECC73",
      "textColor": "#000000",
      "borderRadius": "100px",
      "borderRadiusCorners": {
        "topLeft": "100px",
        "topRight": "100px",
        "bottomRight": "100px",
        "bottomLeft": "100px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#F4F4F4",
      "textColor": "#0000EE",
      "borderRadius": "100px",
      "borderRadiusCorners": {
        "topLeft": "100px",
        "topRight": "100px",
        "bottomRight": "100px",
        "bottomLeft": "100px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://framerusercontent.com/images/23SUx73cQSzMozKp0BsEifho.png?width=380&height=90",
    "favicon": "https://framerusercontent.com/images/YrOVNLf9eMQjtZtu3yT85Bkhw.png",
    "ogImage": "https://framerusercontent.com/assets/NYT2IQ9ZiivNSuCHqhKEAB2UVwk.png",
    "logoHref": "./"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, and links to the homepage, aligning with the brand 'Pluto'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Start i dag",
      "reasoning": "Button #0 with text 'Start i dag' is the primary CTA due to its vibrant green color (#0ECC73) and action-oriented text, making it the most prominent call-to-action."
    },
    "secondary": {
      "index": 3,
      "text": "Kontakt",
      "reasoning": "Button #3 with text 'Kontakt' is selected as secondary due to its different background color (#F4F4F4) and supportive action text, fitting the secondary role."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "investors in Denmark"
  },
  "designSystem": {
    "framework": "custom",
    "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, aligning with the brand 'Pluto'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```