# Pulley Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #DF6631 |
| Accent | #DF6631 |
| Body Font | Inter |
| Heading Font | Inter |

## Color Palette

- primary: #DF6631
- secondary: #F2EDE0
- accent: #DF6631
- background: #F2EDE0
- textPrimary: #172111
- link: #172111

## Typography

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

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20width%3D%2290%22%20height%3D%2228%22%20viewBox%3D%220%200%2090%2028%22%20fill%3D%22none%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20data-fc-idx%3D%220%22%3E%0A%3Cpath%20d%3D%22M77.1306%2027.9999C76.5361%2027.9999%2075.9783%2027.9537%2075.4572%2027.8612C74.9435%2027.7758%2074.5178%2027.6655%2074.1802%2027.5304L75.2371%2024.1371C75.7875%2024.3007%2076.2829%2024.3897%2076.7233%2024.4039C77.171%2024.4181%2077.5563%2024.3185%2077.8792%2024.1051C78.2095%2023.8917%2078.4773%2023.5289%2078.6828%2023.0167L78.9581%2022.3231L72.8922%205.4635L77.8241%205.4635L81.325%2017.5H81.5011L85.0349%205.4635L89.9999%205.4635L83.4277%2023.6249C83.1121%2024.507%2082.6827%2025.2753%2082.1396%2025.9298C81.6039%2026.5914%2080.925%2027.1%2080.103%2027.4557C79.281%2027.8185%2078.2902%2027.9999%2077.1306%2027.9999Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(23%2C%2033%2C%2017)%20!important%3B%22%2F%3E%0A%3Cpath%20d%3D%22M63.8677%2022.1729C62.1283%2022.1729%2060.6311%2021.8314%2059.376%2021.1485C58.1284%2020.4585%2057.1669%2019.4839%2056.4917%2018.2248C55.8165%2016.9585%2055.4789%2015.4611%2055.4789%2013.7324C55.4789%2012.0465%2055.8165%2010.5668%2056.4917%209.29344C57.1669%208.02008%2058.1174%207.02771%2059.343%206.31633C60.576%205.60496%2062.0218%205.24927%2063.6805%205.24927C64.7961%205.24927%2065.8346%205.42356%2066.796%205.77213C67.7648%206.11359%2068.6088%206.62934%2069.3281%207.31937C70.0546%208.00941%2070.6198%208.87729%2071.0234%209.92301C71.4271%2010.9616%2071.6289%2012.1781%2071.6289%2013.5724V14.8208L57.3504%2014.8208V12.0038L67.2144%2012.0038C67.2144%2011.3493%2067.0676%2010.7695%2066.774%2010.2645C66.4804%209.75939%2066.0731%209.36458%2065.552%209.08003C65.0383%208.78836%2064.4401%208.64253%2063.7576%208.64253C63.0457%208.64253%2062.4145%208.80259%2061.8641%209.12271C61.3209%209.43572%2060.8953%209.85898%2060.587%2010.3925C60.2788%2010.9189%2060.121%2011.5058%2060.1136%2012.1532V14.8315C60.1136%2015.6425%2060.2678%2016.3432%2060.576%2016.9336C60.8916%2017.5241%2061.3356%2017.9793%2061.9081%2018.2995C62.4805%2018.6196%2063.1594%2018.7796%2063.9447%2018.7796C64.4658%2018.7796%2064.9429%2018.7085%2065.3759%2018.5662C65.8089%2018.424%2066.1795%2018.2105%2066.4878%2017.926C66.796%2017.6414%2067.0309%2017.2929%2067.1923%2016.8803L71.5298%2017.1577C71.3097%2018.1679%2070.8583%2019.05%2070.1757%2019.804C69.5005%2020.551%2068.6272%2021.1343%2067.5556%2021.554C66.4914%2021.9666%2065.2621%2022.1729%2063.8677%2022.1729Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(23%2C%2033%2C%2017)%20!important%3B%22%2F%3E%0A%3Cpath%20d%3D%22M52.405%200V21.8535H47.7152V0L52.405%200Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(23%2C%2033%2C%2017)%20!important%3B%22%2F%3E%0A%3Cpath%20d%3D%22M43.9581%200V21.8535H39.2684V0L43.9581%200Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(23%2C%2033%2C%2017)%20!important%3B%22%2F%3E%0A%3Cpath%20d%3D%22M30.8277%2014.875V5.4635L35.5175%205.4635V21.8536L31.0149%2021.8536V18.8765H30.8387C30.4571%2019.8369%2029.8222%2020.6087%2028.9342%2021.192C28.0535%2021.7754%2026.9783%2022.067%2025.7086%2022.067C24.5783%2022.067%2023.5839%2021.818%2022.7252%2021.3201C21.8665%2020.8221%2021.195%2020.1143%2020.7106%2019.1966C20.2335%2018.2789%2019.9913%2017.1799%2019.984%2015.8994V5.4635L24.6738%205.4635V15.0884C24.6811%2016.0559%2024.949%2016.8206%2025.4774%2017.3826C26.0058%2017.9446%2026.7141%2018.2256%2027.6021%2018.2256C28.1672%2018.2256%2028.6957%2018.1011%2029.1874%2017.8521C29.6791%2017.596%2030.0754%2017.219%2030.3763%2016.721C30.6846%2016.2231%2030.835%2015.6077%2030.8277%2014.875Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(23%2C%2033%2C%2017)%20!important%3B%22%2F%3E%0A%3Cpath%20d%3D%22M0%2021.8535L0%200L8.89516%200C10.6052%200%2012.062%200.316562%2013.2657%200.949687C14.4693%201.5757%2015.3867%202.44713%2016.0179%203.56399C16.6564%204.67374%2016.9757%205.95422%2016.9757%207.40543C16.9757%208.85663%2016.6527%2010.1371%2016.0069%2011.2469C15.361%2012.3566%2014.4253%2013.2209%2013.1996%2013.8398C11.9813%2014.4587%2010.5061%2014.7682%208.77406%2014.7682L3.1045%2014.7682L3.1045%2011.0655L8.00344%2011.0655C8.92084%2011.0655%209.67679%2010.9125%2010.2713%2010.6066C10.8731%2010.2936%2011.3208%209.86323%2011.6143%209.31547C11.9153%208.7606%2012.0657%208.12392%2012.0657%207.40543C12.0657%206.67982%2011.9153%206.0467%2011.6143%205.50605C11.3208%204.95829%2010.8731%204.53502%2010.2713%204.23625C9.66945%203.93035%208.90617%203.77741%207.98142%203.77741L4.76684%203.77741L4.76684%2021.8535H0Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(23%2C%2033%2C%2017)%20!important%3B%22%2F%3E%0A%3C%2Fsvg%3E
- Favicon: https://cdn.prod.website-files.com/68009f16fb924b0148b14053/680916a23e00ffc79c2975f1_Pulley.png
- Social card (og:image): https://cdn.prod.website-files.com/68009f16fb924b0148b14053/689f4833e95a5c3bee7c29a9_Pulley.avif

## UI Components

- buttonPrimary: background=#DF6631, textColor=#F2EDE0, borderColor=#172111, borderRadius=50px, shadow=none
- buttonSecondary: background=transparent, textColor=#172111, borderColor=#172111, borderRadius=50px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: founders and finance leaders

## Pulley Brand in the Wild

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

- **Token Compensation Insights: Best Practices and Benchmarks 2023**
  - Image: https://cdn.prod.website-files.com/682c476a87d71838f52de301/682cd15943f99ec43142cf2b_65f99760aebbf0e8e11e21a1_Distribution%2520Frequency.png
  - Source: https://pulley.com/guides/token-compensation-insights-report
- **Blog | Pulley**
  - Image: https://cdn.prod.website-files.com/682c476a87d71838f52de301/68631d8e355c586606b4b387_green_triangle_2x.png
  - Source: https://pulley.com/blog
- **The Corporate Transparency Act: A Practical Guide for Founders and Operators**
  - Image: https://cdn.prod.website-files.com/682c476a87d71838f52de301/682cd14b440af79bbedf620e_6570d19fa5a25dae1c9c7f04_The%2520Corporate%2520Transparency%2520Act_%2520Practical%2520Guide%2520for%2520Founders%2520and%2520Operators%2520(3).png
  - Source: https://pulley.com/guides/corporate-transparency-act
- **Announcing our new integration with Gunderson | Pulley**
  - Image: https://cdn.prod.website-files.com/682c476a87d71838f52de301/682cd1c8d4f52899e037b0d9_64ee68c0ef5937fc52126a70_Blog.png
  - Source: https://pulley.com/blog-posts/pulley-gunderson-integration
- **Token Compensation Insights: Best Practices and Benchmarks 2023**
  - Image: https://cdn.prod.website-files.com/682c476a87d71838f52de301/682cd15943f99ec43142cf3c_65f996f704cc071256e69576_Lockup.png
  - Source: https://pulley.com/guides/token-compensation-insights-report
- **Blog | Pulley**
  - Image: https://cdn.prod.website-files.com/682c476a87d71838f52de301/690263eaaacee029757b5a65_Screenshot%202025-10-29%20at%2011.58.37%E2%80%AFAM.png
  - Source: https://pulley.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": "light",
  "fonts": [
    {
      "family": "Inter",
      "role": "body"
    },
    {
      "family": "Nekst",
      "role": "unknown"
    },
    {
      "family": "DM Mono",
      "role": "monospace"
    }
  ],
  "colors": {
    "primary": "#DF6631",
    "secondary": "#F2EDE0",
    "accent": "#DF6631",
    "background": "#F2EDE0",
    "textPrimary": "#172111",
    "link": "#172111"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Inter",
      "heading": "Inter"
    },
    "fontStacks": {
      "heading": [
        "Nekst",
        "Arial",
        "sans-serif"
      ],
      "body": [
        "Inter",
        "Arial",
        "sans-serif"
      ],
      "paragraph": [
        "Inter",
        "Arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "60px",
      "h2": "44px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "3px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#DF6631",
      "textColor": "#F2EDE0",
      "borderColor": "#172111",
      "borderRadius": "50px",
      "borderRadiusCorners": {
        "topLeft": "50px",
        "topRight": "50px",
        "bottomRight": "50px",
        "bottomLeft": "50px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#172111",
      "borderColor": "#172111",
      "borderRadius": "50px",
      "borderRadiusCorners": {
        "topLeft": "50px",
        "topRight": "50px",
        "bottomRight": "50px",
        "bottomLeft": "50px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20width%3D%2290%22%20height%3D%2228%22%20viewBox%3D%220%200%2090%2028%22%20fill%3D%22none%22%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20data-fc-idx%3D%220%22%3E%0A%3Cpath%20d%3D%22M77.1306%2027.9999C76.5361%2027.9999%2075.9783%2027.9537%2075.4572%2027.8612C74.9435%2027.7758%2074.5178%2027.6655%2074.1802%2027.5304L75.2371%2024.1371C75.7875%2024.3007%2076.2829%2024.3897%2076.7233%2024.4039C77.171%2024.4181%2077.5563%2024.3185%2077.8792%2024.1051C78.2095%2023.8917%2078.4773%2023.5289%2078.6828%2023.0167L78.9581%2022.3231L72.8922%205.4635L77.8241%205.4635L81.325%2017.5H81.5011L85.0349%205.4635L89.9999%205.4635L83.4277%2023.6249C83.1121%2024.507%2082.6827%2025.2753%2082.1396%2025.9298C81.6039%2026.5914%2080.925%2027.1%2080.103%2027.4557C79.281%2027.8185%2078.2902%2027.9999%2077.1306%2027.9999Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(23%2C%2033%2C%2017)%20!important%3B%22%2F%3E%0A%3Cpath%20d%3D%22M63.8677%2022.1729C62.1283%2022.1729%2060.6311%2021.8314%2059.376%2021.1485C58.1284%2020.4585%2057.1669%2019.4839%2056.4917%2018.2248C55.8165%2016.9585%2055.4789%2015.4611%2055.4789%2013.7324C55.4789%2012.0465%2055.8165%2010.5668%2056.4917%209.29344C57.1669%208.02008%2058.1174%207.02771%2059.343%206.31633C60.576%205.60496%2062.0218%205.24927%2063.6805%205.24927C64.7961%205.24927%2065.8346%205.42356%2066.796%205.77213C67.7648%206.11359%2068.6088%206.62934%2069.3281%207.31937C70.0546%208.00941%2070.6198%208.87729%2071.0234%209.92301C71.4271%2010.9616%2071.6289%2012.1781%2071.6289%2013.5724V14.8208L57.3504%2014.8208V12.0038L67.2144%2012.0038C67.2144%2011.3493%2067.0676%2010.7695%2066.774%2010.2645C66.4804%209.75939%2066.0731%209.36458%2065.552%209.08003C65.0383%208.78836%2064.4401%208.64253%2063.7576%208.64253C63.0457%208.64253%2062.4145%208.80259%2061.8641%209.12271C61.3209%209.43572%2060.8953%209.85898%2060.587%2010.3925C60.2788%2010.9189%2060.121%2011.5058%2060.1136%2012.1532V14.8315C60.1136%2015.6425%2060.2678%2016.3432%2060.576%2016.9336C60.8916%2017.5241%2061.3356%2017.9793%2061.9081%2018.2995C62.4805%2018.6196%2063.1594%2018.7796%2063.9447%2018.7796C64.4658%2018.7796%2064.9429%2018.7085%2065.3759%2018.5662C65.8089%2018.424%2066.1795%2018.2105%2066.4878%2017.926C66.796%2017.6414%2067.0309%2017.2929%2067.1923%2016.8803L71.5298%2017.1577C71.3097%2018.1679%2070.8583%2019.05%2070.1757%2019.804C69.5005%2020.551%2068.6272%2021.1343%2067.5556%2021.554C66.4914%2021.9666%2065.2621%2022.1729%2063.8677%2022.1729Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(23%2C%2033%2C%2017)%20!important%3B%22%2F%3E%0A%3Cpath%20d%3D%22M52.405%200V21.8535H47.7152V0L52.405%200Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(23%2C%2033%2C%2017)%20!important%3B%22%2F%3E%0A%3Cpath%20d%3D%22M43.9581%200V21.8535H39.2684V0L43.9581%200Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(23%2C%2033%2C%2017)%20!important%3B%22%2F%3E%0A%3Cpath%20d%3D%22M30.8277%2014.875V5.4635L35.5175%205.4635V21.8536L31.0149%2021.8536V18.8765H30.8387C30.4571%2019.8369%2029.8222%2020.6087%2028.9342%2021.192C28.0535%2021.7754%2026.9783%2022.067%2025.7086%2022.067C24.5783%2022.067%2023.5839%2021.818%2022.7252%2021.3201C21.8665%2020.8221%2021.195%2020.1143%2020.7106%2019.1966C20.2335%2018.2789%2019.9913%2017.1799%2019.984%2015.8994V5.4635L24.6738%205.4635V15.0884C24.6811%2016.0559%2024.949%2016.8206%2025.4774%2017.3826C26.0058%2017.9446%2026.7141%2018.2256%2027.6021%2018.2256C28.1672%2018.2256%2028.6957%2018.1011%2029.1874%2017.8521C29.6791%2017.596%2030.0754%2017.219%2030.3763%2016.721C30.6846%2016.2231%2030.835%2015.6077%2030.8277%2014.875Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(23%2C%2033%2C%2017)%20!important%3B%22%2F%3E%0A%3Cpath%20d%3D%22M0%2021.8535L0%200L8.89516%200C10.6052%200%2012.062%200.316562%2013.2657%200.949687C14.4693%201.5757%2015.3867%202.44713%2016.0179%203.56399C16.6564%204.67374%2016.9757%205.95422%2016.9757%207.40543C16.9757%208.85663%2016.6527%2010.1371%2016.0069%2011.2469C15.361%2012.3566%2014.4253%2013.2209%2013.1996%2013.8398C11.9813%2014.4587%2010.5061%2014.7682%208.77406%2014.7682L3.1045%2014.7682L3.1045%2011.0655L8.00344%2011.0655C8.92084%2011.0655%209.67679%2010.9125%2010.2713%2010.6066C10.8731%2010.2936%2011.3208%209.86323%2011.6143%209.31547C11.9153%208.7606%2012.0657%208.12392%2012.0657%207.40543C12.0657%206.67982%2011.9153%206.0467%2011.6143%205.50605C11.3208%204.95829%2010.8731%204.53502%2010.2713%204.23625C9.66945%203.93035%208.90617%203.77741%207.98142%203.77741L4.76684%203.77741L4.76684%2021.8535H0Z%22%20fill%3D%22currentColor%22%20style%3D%22fill%3A%20rgb(23%2C%2033%2C%2017)%20!important%3B%22%2F%3E%0A%3C%2Fsvg%3E",
    "favicon": "https://cdn.prod.website-files.com/68009f16fb924b0148b14053/680916a23e00ffc79c2975f1_Pulley.png",
    "ogImage": "https://cdn.prod.website-files.com/68009f16fb924b0148b14053/689f4833e95a5c3bee7c29a9_Pulley.avif",
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 1,
    "reasoning": "Selected #1 because it is visible, located in the header, links to the homepage, and matches the brand name 'Pulley'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "GET A DEMO",
      "reasoning": "Button #0 is selected as the primary CTA because it uses a vibrant brand color (#DF6631) and has action-oriented text ('GET A DEMO'), which is typical for primary CTAs."
    },
    "secondary": {
      "index": 6,
      "text": "Learn more about pricing",
      "reasoning": "Button #6 is selected as the secondary CTA because it has a transparent background, which is different from the primary button's vibrant color, and offers additional information ('Learn more about pricing')."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "founders and finance leaders"
  },
  "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": 1,
        "selectedLogoReasoning": "Selected #1 because it is visible, located in the header, links to the homepage, and matches the brand name 'Pulley'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```