Gusto Brand Identity
A complete profile of Gusto's visual system — colors, typography, components, and personality — extracted from https://gusto.com. Built for designers, agents, and AI tools.
Color Palette
Brand palette extracted from https://gusto.com.
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 Gusto's actual button styles.
Brand Personality
Gusto Brand in the Wild
Real-world brand assets — ads, campaigns, and marketing materials.
Frequently Asked Questions
What is Gusto's primary brand color?
Gusto's primary brand color is #0A8080. It anchors the visual identity across their website, product UI, and marketing materials.
What font does Gusto use?
Gusto uses Roboto as the primary typeface across body and headings.
Does Gusto use a light or dark theme?
Gusto's primary site uses a light color scheme, with a background of #FFFFFF.
Where can I find Gusto's logo?
Gusto's logo is available directly on their site (https://gusto.com). The current logo URL is included in the machine-readable JSON profile linked above.
How was this brand profile generated?
This profile was extracted from https://gusto.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 Gusto.
Methodology
Brand data on this page was extracted from https://gusto.com on using the Firecrawl branding extraction API, which inspects each site's live CSS, font network requests, color tokens, and component styles. Brand-in-the-wild images were sourced via Google Image Search restricted to ad/webinar/report queries and link out to their original third-party publishers; we link to the source rather than re-hosting third-party content. This page is published by CharacterQuilt and is not affiliated with or endorsed by Gusto.
Machine-Readable Profile
Direct endpoints for agents, designers, and tooling. No login or auth required.
{
"colorScheme": "light",
"fonts": [
{
"family": "GCentra",
"role": "unknown"
},
{
"family": "Roboto",
"role": "body"
}
],
"colors": {
"primary": "#0A8080",
"secondary": "#C53336",
"accent": "#0A8080",
"background": "#FFFFFF",
"textPrimary": "#1C1C1C",
"link": "#005C5C"
},
"typography": {
"fontFamilies": {
"primary": "Roboto",
"heading": "Roboto"
},
"fontStacks": {
"heading": [
"GCentra",
"-apple-system",
"BlinkMacSystemFont",
"Segoe UI",
"Roboto",
"Helvetica",
"Arial",
"sans-serif"
],
"body": [
"GCentra",
"-apple-system",
"BlinkMacSystemFont",
"Segoe UI",
"Roboto",
"Helvetica",
"Arial",
"sans-serif"
],
"paragraph": [
"GCentra",
"-apple-system",
"BlinkMacSystemFont",
"Segoe UI",
"Roboto",
"Helvetica",
"Arial",
"sans-serif"
]
},
"fontSizes": {
"h1": "72px",
"h2": "18px",
"body": "16px"
}
},
"spacing": {
"baseUnit": 4,
"borderRadius": "4px"
},
"components": {
"buttonPrimary": {
"background": "#0A8080",
"textColor": "#FFFFFF",
"borderRadius": "8px",
"borderRadiusCorners": {
"topLeft": "8px",
"topRight": "8px",
"bottomRight": "8px",
"bottomLeft": "8px"
},
"shadow": "none"
},
"buttonSecondary": {
"background": "#FFFFFF",
"textColor": "#0A8080",
"borderColor": "#0A8080",
"borderRadius": "8px",
"borderRadiusCorners": {
"topLeft": "8px",
"topRight": "8px",
"bottomRight": "8px",
"bottomLeft": "8px"
},
"shadow": "none"
}
},
"images": {
"logo": "https://res.cloudinary.com/dja3z8nt6/image/upload/v1768526039/cms-gcorp-static/gusto_logo.svg",
"favicon": "https://gusto.com/favicon.ico?88db8e20abc9e227",
"ogImage": "https://res.cloudinary.com/dja3z8nt6/image/upload/f_auto/q_auto/v1760546724/contentful-articles-migration/og-gusto-1.jpg",
"logoHref": "/",
"logoAlt": "Gusto | Online Payroll Services, HR, and Benefits"
},
"__llm_logo_reasoning": {
"selectedIndex": 0,
"reasoning": "Selected #0 because it is visible, medium-sized, located in the header, and links to the homepage, matching the brand 'Gusto'.",
"confidence": 0.9,
"source": "llm"
},
"__llm_button_reasoning": {
"primary": {
"index": 1,
"text": "Get started",
"reasoning": "Button #1 with text 'Get started' uses the brand color #0A8080, which is vibrant and action-oriented, making it the primary CTA."
},
"secondary": {
"index": 3,
"text": "Compare Gusto",
"reasoning": "Button #3 with text 'Compare Gusto' has a different background color (#FFFFFF) and serves as a secondary action with a less prominent style."
},
"confidence": 0.95
},
"personality": {
"tone": "professional",
"energy": "medium",
"targetAudience": "businesses seeking HR solutions"
},
"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, medium-sized, located in the header, and links to the homepage, matching the brand 'Gusto'.",
"confidence": 0.9
}
},
"buttonClassification": {
"llmCalled": true,
"llmSucceeded": true
}
}
}