The Good Food Institute Brand Identity
A website-derived reference for The Good Food Institute: observed colors, typography, components, and assets extracted from http://www.gfi.org/. This snapshot is not official brand guidance. Verify current values and usage permissions with the original source.
Color Palette
Brand palette extracted from http://www.gfi.org/.
Typography
Each font links to its Google Fonts page where available.
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
UI Components
Live previews rendered using The Good Food Institute's actual button styles.
Brand Personality
The Good Food Institute Brand in the Wild
Real-world brand assets, ads, campaigns, and marketing materials.
Frequently Asked Questions
What is The Good Food Institute's primary brand color?
The website extraction recorded #FADE00 as the primary color for The Good Food Institute. This is an observed website value, not a verified official brand specification.
What font does The Good Food Institute use?
The extraction detected IBM Plex Sans as a primary typeface on http://www.gfi.org/. Other pages or materials may use different fonts.
Does The Good Food Institute 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 The Good Food Institute's logo?
The logo asset recorded from http://www.gfi.org/ 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://www.gfi.org/ 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 The Good Food Institute.
Methodology
Brand data on this page was extracted from http://www.gfi.org/ 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 The Good Food Institute.
Machine-Readable Profile
Direct endpoints for agents, designers, and tooling. No login or auth required.
{
"colorScheme": "light",
"fonts": [
{
"family": "IBM Plex Sans",
"role": "body"
},
{
"family": "Arial",
"role": "unknown"
},
{
"family": "Helvetica Neue",
"role": "unknown"
}
],
"colors": {
"primary": "#FADE00",
"secondary": "#FF0000",
"accent": "#FADE00",
"background": "#FFFFFF",
"textPrimary": "#000000",
"link": "#007C89"
},
"typography": {
"fontFamilies": {
"primary": "IBM Plex Sans",
"heading": "IBM Plex Sans"
},
"fontStacks": {
"heading": [
"IBM Plex Sans",
"Helvetica Neue",
"Arial",
"sans-serif"
],
"body": [
"IBM Plex Sans",
"Helvetica Neue",
"Arial",
"sans-serif"
],
"paragraph": [
"IBM Plex Sans",
"Helvetica Neue",
"Arial",
"sans-serif"
]
},
"fontSizes": {
"h1": "56px",
"h2": "48px",
"body": "20px"
}
},
"spacing": {
"baseUnit": 4,
"borderRadius": "10px"
},
"components": {
"input": {
"background": "#FFFFFF",
"textColor": "#000000",
"borderColor": "#CDCDCD",
"borderRadius": "37px",
"borderRadiusCorners": {
"topLeft": "37px",
"topRight": "37px",
"bottomRight": "37px",
"bottomLeft": "37px"
},
"shadow": "none"
},
"buttonPrimary": {
"background": "#FADE00",
"textColor": "#000000",
"borderRadius": "9999px",
"borderRadiusCorners": {
"topLeft": "9999px",
"topRight": "9999px",
"bottomRight": "9999px",
"bottomLeft": "9999px"
},
"shadow": "none"
},
"buttonSecondary": {
"background": "#F4F5F5",
"textColor": "#202722",
"borderRadius": "0px",
"borderRadiusCorners": {
"topLeft": "0px",
"topRight": "0px",
"bottomRight": "0px",
"bottomLeft": "0px"
},
"shadow": "none"
}
},
"images": {
"logo": "https://gfi.org/wp-content/uploads/2023/11/GFI-primary-logo.svg",
"favicon": "https://gfi.org/wp-content/uploads/2021/01/cropped-favicon-150x150.png",
"ogImage": "https://gfi.org/wp-content/uploads/2025/09/COM24049_Featured.jpg",
"logoHref": "https://gfi.org/",
"logoAlt": "https://gfi.org/The%20Good%20Food%20Institute"
},
"__llm_logo_reasoning": {
"selectedIndex": 0,
"reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and the alt text matches the brand name 'The Good Food Institute'.",
"confidence": 0.95,
"source": "llm"
},
"__llm_button_reasoning": {
"primary": {
"index": 7,
"text": "Learn more about our global impact",
"reasoning": "Button #0 uses the vibrant brand color #FADE00, which is consistent with the primary brand color and has action-oriented text 'Learn more about our global impact'."
},
"secondary": {
"index": 8,
"text": "Read our latest report",
"reasoning": "Button #1 has a different background color (#F4F5F5) and provides a secondary action 'Read our latest report', making it suitable as a secondary CTA."
},
"confidence": 0.95
},
"personality": {
"tone": "professional",
"energy": "medium",
"targetAudience": "environmentally conscious consumers and industry professionals"
},
"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 the alt text matches the brand name 'The Good Food Institute'.",
"confidence": 0.95
}
},
"buttonClassification": {
"llmCalled": true,
"llmSucceeded": true
}
}
}