Home · Branding · SmartAsset

SmartAsset Brand Identity

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

Download JSON

Primary

#20A7E2

Accent

#FF7226

Body Font

Roboto

Heading

Roboto

Color Palette

Brand palette extracted from http://smartasset.com/.

primary

#20A7E2

rgb(32, 167, 226)

secondary

#FF7226

rgb(255, 114, 38)

accent

#FF7226

rgb(255, 114, 38)

background

#FFFFFF

rgb(255, 255, 255)

textPrimary

#1C9DD4

rgb(28, 157, 212)

link

#1C9DD4

rgb(28, 157, 212)

Typography

Each font links to its Google Fonts page where available.

primary

Roboto

Roboto Google Fonts →

heading

Roboto

Roboto Google Fonts →

Raleway, Raleway Fallback, sans-serif

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

UI Components

Live previews rendered using SmartAsset's actual button styles.

input

background #FFFFFF textColor #595959 borderColor #8C8C8C borderRadius 4px shadow rgba(166, 199, 214, 0.15) 0px 0px 24px 0px

buttonPrimary

background #FF7226 textColor #FFFFFF borderRadius 16px shadow rgba(120, 42, 0, 0.12) 0px 4px 24px 0px

buttonSecondary

background #F1FAFF textColor #20A7E2 borderRadius 20px shadow none

Brand Personality

Tone: professional Energy: medium Audience: individuals seeking financial advice

SmartAsset Brand in the Wild

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

Image: smartasset.com

Source: smartasset.com

Image: smartasset.com

Source: smartasset.com

Image: smartasset.com

Source: smartasset.com

Image: smartasset.com

Source: smartasset.com

Image: smartasset.com

Source: smartasset.com

Image: d31s10tn3clc14.cloudfront.net

Source: smartasset.com

Frequently Asked Questions

What is SmartAsset's primary brand color?

The website extraction recorded #20A7E2 as the primary color for SmartAsset. This is an observed website value, not a verified official brand specification.

What accent color does SmartAsset use?

The website extraction recorded #FF7226 as an accent color for SmartAsset. Check the source website or official brand guidelines before using it in new work.

What font does SmartAsset use?

The extraction detected Roboto as a primary typeface on http://smartasset.com/. Other pages or materials may use different fonts.

Does SmartAsset 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 SmartAsset's logo?

The logo asset recorded from http://smartasset.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 http://smartasset.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 SmartAsset.

Methodology

Brand data on this page was extracted from http://smartasset.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 SmartAsset.

Machine-Readable Profile

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

GET /branding/smartasset.json GET /branding/smartasset/llms.txt

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Roboto",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#20A7E2",
    "secondary": "#FF7226",
    "accent": "#FF7226",
    "background": "#FFFFFF",
    "textPrimary": "#1C9DD4",
    "link": "#1C9DD4"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Roboto",
      "heading": "Roboto"
    },
    "fontStacks": {
      "heading": [
        "Raleway",
        "Raleway Fallback",
        "sans-serif"
      ],
      "body": [
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Oxygen",
        "Ubuntu",
        "Cantarell",
        "Fira Sans",
        "Droid Sans",
        "Helvetica Neue",
        "sans-serif"
      ],
      "paragraph": [
        "Proxima Nova",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "88px",
      "h2": "64px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "16px"
  },
  "components": {
    "input": {
      "background": "#FFFFFF",
      "textColor": "#595959",
      "borderColor": "#8C8C8C",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "rgba(166, 199, 214, 0.15) 0px 0px 24px 0px"
    },
    "buttonPrimary": {
      "background": "#FF7226",
      "textColor": "#FFFFFF",
      "borderRadius": "16px",
      "borderRadiusCorners": {
        "topLeft": "16px",
        "topRight": "16px",
        "bottomRight": "16px",
        "bottomLeft": "16px"
      },
      "shadow": "rgba(120, 42, 0, 0.12) 0px 4px 24px 0px"
    },
    "buttonSecondary": {
      "background": "#F1FAFF",
      "textColor": "#20A7E2",
      "borderRadius": "20px",
      "borderRadiusCorners": {
        "topLeft": "20px",
        "topRight": "20px",
        "bottomRight": "20px",
        "bottomLeft": "20px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": 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    "logoHref": "https://smartasset.com/"
  },
  "__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 'SmartAsset.com'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Subscribe",
      "reasoning": "Button #0 has a vibrant brand color (#FF7226) and action-oriented text ('Subscribe'), making it the primary CTA."
    },
    "secondary": {
      "index": 1,
      "text": "Retirement",
      "reasoning": "Button #1 has a different background color (#F1FAFF) and serves as a secondary navigation option ('Retirement')."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "individuals seeking financial advice"
  },
  "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, links to the homepage, and matches the brand name 'SmartAsset.com'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}

SmartAsset Brand Identity

Color Palette

Typography

Visual Assets

UI Components

Brand Personality

SmartAsset Brand in the Wild

Frequently Asked Questions

Methodology

Machine-Readable Profile

Related Brand Profiles