# Truss Brand Identity A complete profile of **Truss**'s visual system — colors, typography, components, and personality — extracted from https://trusspayments.com. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/truss - Machine-readable JSON: https://characterquilt.com/branding/truss.json - Per-page llms.txt: https://characterquilt.com/branding/truss/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #DAF657 | | Accent | #85E8DF | | Body Font | Generalsans | | Heading Font | Generalsans | ## Color Palette - primary: #DAF657 - secondary: #3898EC - accent: #85E8DF - background: #FFFFFF - textPrimary: #121918 - link: #85E8DF ## Typography - primary: Generalsans — https://fonts.google.com/specimen/Generalsans - heading: Generalsans — https://fonts.google.com/specimen/Generalsans ## Visual Assets - Logo: 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- Favicon: https://cdn.prod.website-files.com/67c6ba2c65db234784dea6b9/67c6bb0de2d8f7ca26bd638a_Truss%20Favicon.png - Social card (og:image): https://cdn.prod.website-files.com/67c6ba2c65db234784dea6b9/68001b2692988da1b13bba10_truss-og.avif ## UI Components - input: background=#FFFFFF, textColor=#333333, borderColor=#E7EEED, borderRadius=120px, shadow=none - buttonPrimary: background=#121918, textColor=#FFFFFF, borderColor=#000000, borderRadius=120px, shadow=none - buttonSecondary: background=#FFFFFF, textColor=#121918, borderColor=#FFFFFF, borderRadius=1920px, shadow=none ## Brand Personality Tone: professional · Energy: medium · Audience: construction industry professionals ## Truss Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **Truss | Actionable Strategies for Managing Cash Flow During HVAC Off-Seasons** - Image: https://cdn.prod.website-files.com/67e2b35d0070b54b3c311233/6830c8aed1ee9a76526ac8e3_67ebed8d1b8235f80ee793bb_6796ac00b84ddfdd81b1c07c_6796abb172fda3c1fd89310d_HVAC_Off_Season.webp - Source: https://trusspayments.com/blog-posts/actionable-strategies-for-managing-cash-flow-during-hvac-off-seasons - **Truss | Job Costing Made Simple: How Better Payment Tracking Can Save Your Projects** - Image: https://cdn.prod.website-files.com/67e2b35d0070b54b3c311233/686c146b588093df9dee87b8_Blog%20Images%20July%2010th%20.png - Source: https://trusspayments.com/blog-posts/job-costing-made-simple-how-better-payment-tracking-can-save-your-projects - **Checks ruin a productive schedule.”** - Image: https://cdn.prod.website-files.com/67e2b35d0070b54b3c311233/67ebf015982b79dcdb09344a_660ecd8eb7bf4cf813d5ac9e_silverpeak2.webp - Source: https://trusspayments.com/customer-stories/checks-ruin-a-productive-schedule - **Truss | Navigating Construction Accounting CPE: Why It Matters for Your Business** - Image: https://cdn.prod.website-files.com/67e2b35d0070b54b3c311233/6882503c8007be9958c6a14c_Blog%20Images.png - Source: https://trusspayments.com/blog-posts/construction-accounting-cpe-why-construction-cpe-matters-for-your-business - **Truss | The 2025 Guide to Secure Payment Options for Roofing Contractors** - Image: https://cdn.prod.website-files.com/67e2b35d0070b54b3c311233/6830c871f88f50cf51b75d6a_67ebed9f189981a725592d15_67609e96c8edf63c2dd66b66_Secure_Payments.webp - Source: https://trusspayments.com/blog-posts/the-2025-guide-to-secure-payment-options-for-roofing-contractors - **Truss | 6 steps to creating an efficient payment routine for your construction business** - Image: https://cdn.prod.website-files.com/67e2b35d0070b54b3c311233/6830c87603d317fc5b298d46_67ebed9d4b7d39ab0653136e_64f0f1799d6bfa131d4ce62b_63b72cac0fb70e2c46b2c7b1_thumbnail-resolutions.webp - Source: https://trusspayments.com/blog-posts/six-resolutions-for-your-construction-payments-routine ## 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": "Generalsans", "role": "body" } ], "colors": { "primary": "#DAF657", "secondary": "#3898EC", "accent": "#85E8DF", "background": "#FFFFFF", "textPrimary": "#121918", "link": "#85E8DF" }, "typography": { "fontFamilies": { "primary": "Generalsans", "heading": "Generalsans" }, "fontStacks": { "heading": [ "Generalsans", "Arial", "sans-serif" ], "body": [ "Generalsans", "Arial", "sans-serif" ], "paragraph": [ "Generalsans", "Arial", "sans-serif" ] }, "fontSizes": { "h1": "19.2px", "h2": "136px", "body": "14px" } }, "spacing": { "baseUnit": 4, "borderRadius": "48px" }, "components": { "input": { "background": "#FFFFFF", "textColor": "#333333", "borderColor": "#E7EEED", "borderRadius": "120px", "borderRadiusCorners": { "topLeft": "120px", "topRight": "120px", "bottomRight": "120px", "bottomLeft": "120px" }, "shadow": "none" }, "buttonPrimary": { "background": "#121918", "textColor": "#FFFFFF", "borderColor": "#000000", "borderRadius": "120px", "borderRadiusCorners": { "topLeft": "120px", "topRight": "120px", "bottomRight": "120px", "bottomLeft": "120px" }, "shadow": "none" }, "buttonSecondary": { "background": "#FFFFFF", "textColor": "#121918", "borderColor": "#FFFFFF", "borderRadius": "1920px", "borderRadiusCorners": { "topLeft": "1920px", "topRight": "1920px", "bottomRight": "1920px", "bottomLeft": "1920px" }, "shadow": "none" } }, "images": { "logo": 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"favicon": "https://cdn.prod.website-files.com/67c6ba2c65db234784dea6b9/67c6bb0de2d8f7ca26bd638a_Truss%20Favicon.png", "ogImage": "https://cdn.prod.website-files.com/67c6ba2c65db234784dea6b9/68001b2692988da1b13bba10_truss-og.avif", "logoHref": "/" }, "__llm_logo_reasoning": { "selectedIndex": 0, "reasoning": "Selected #0 because it is visible, located in the header, and links to the homepage, matching the brand 'Truss'.", "confidence": 0.9, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": 1, "text": "Get started free", "reasoning": "The button 'Get started free' with a dark background (#121918) is action-oriented and likely the main CTA, encouraging users to begin using the service." }, "secondary": { "index": 5, "text": "Get started free", "reasoning": "The button 'Get started free' with a light background (#FFFFFF) serves as a secondary option, providing a less prominent but still important action." }, "confidence": 0.95 }, "personality": { "tone": "professional", "energy": "medium", "targetAudience": "construction 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, and links to the homepage, matching the brand 'Truss'.", "confidence": 0.9 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```