SMS Assist Brand Identity
A complete profile of SMS Assist's visual system — colors, typography, components, and personality — extracted from https://morganstanley.com. Built for designers, agents, and AI tools.
Color Palette
Brand palette extracted from https://morganstanley.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 SMS Assist's actual button styles.
Brand Personality
SMS Assist Brand in the Wild
Real-world brand assets — ads, campaigns, and marketing materials.
Frequently Asked Questions
What is SMS Assist's primary brand color?
SMS Assist's primary brand color is #187ABA. It anchors the visual identity across their website, product UI, and marketing materials.
What font does SMS Assist use?
SMS Assist uses Times New Roman for body text and Karla for headings. Fonts were detected on https://morganstanley.com as part of their live design system.
Does SMS Assist use a light or dark theme?
SMS Assist's primary site uses a light color scheme, with a background of #FFFFFF.
Where can I find SMS Assist's logo?
SMS Assist's logo is available directly on their site (https://morganstanley.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://morganstanley.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 SMS Assist.
Methodology
Brand data on this page was extracted from https://morganstanley.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 SMS Assist.
Machine-Readable Profile
Direct endpoints for agents, designers, and tooling. No login or auth required.
{
"colorScheme": "light",
"fonts": [
{
"family": "Karla",
"role": "heading"
},
{
"family": "Times New Roman",
"role": "body"
},
{
"family": "MS Gloriola II Std",
"role": "unknown"
}
],
"colors": {
"primary": "#187ABA",
"secondary": "#0F8EC7",
"accent": "#187ABA",
"background": "#FFFFFF",
"textPrimary": "#333333",
"link": "#0000EE"
},
"typography": {
"fontFamilies": {
"primary": "Times New Roman",
"heading": "Karla"
},
"fontStacks": {
"heading": [
"Times New Roman"
],
"body": [
"Times New Roman"
],
"paragraph": [
"Karla",
"sans-serif"
]
},
"fontSizes": {
"h1": "16px",
"h2": "20px",
"body": "16px"
}
},
"spacing": {
"baseUnit": 4,
"borderRadius": "0px"
},
"components": {
"input": {
"background": "#FFFFFF",
"textColor": "#4C4C4C",
"borderColor": "#BDBDBD",
"borderRadius": "10px",
"borderRadiusCorners": {
"topLeft": "10px",
"topRight": "10px",
"bottomRight": "10px",
"bottomLeft": "10px"
},
"shadow": "none"
},
"buttonPrimary": {
"background": "#187ABA",
"textColor": "#FFFFFF",
"borderColor": "#187ABA",
"borderRadius": "0px",
"borderRadiusCorners": {
"topLeft": "0px",
"topRight": "0px",
"bottomRight": "0px",
"bottomLeft": "0px"
},
"shadow": "none"
},
"buttonSecondary": {
"background": "#FFFFFF",
"textColor": "#187ABA",
"borderColor": "#187ABA",
"borderRadius": "0px",
"borderRadiusCorners": {
"topLeft": "0px",
"topRight": "0px",
"bottomRight": "0px",
"bottomLeft": "0px"
},
"shadow": "none"
}
},
"images": {
"logo": "https://www.morganstanley.com/etc.clientlibs/msdotcomr4/clientlibs/components/site/resources/img/logo-black.png",
"favicon": "https://www.morganstanley.com/etc.clientlibs/msdotcomr4/clientlibs/components/site/resources/img/favicon-196x196.png",
"ogImage": "https://www.morganstanley.com/content/dam/msdotcom/about-us/about-us-opco/tw-ms-logo.jpg",
"logoHref": "/",
"logoAlt": "Morgan Stanley"
},
"__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 'Morgan Stanley'.",
"confidence": 0.95,
"source": "llm"
},
"__llm_button_reasoning": {
"primary": {
"index": 0,
"text": "Subscribe",
"reasoning": "Button #1 has a vibrant blue background (#187ABA), which is the brand color, and the text 'Subscribe' indicates a strong call-to-action."
},
"secondary": {
"index": 1,
"text": "View More Insights",
"reasoning": "Button #0 has a white background with a blue border, making it a suitable secondary button with a less prominent appearance than the primary."
},
"confidence": 0.95
},
"personality": {
"tone": "professional",
"energy": "medium",
"targetAudience": "financial professionals and investors"
},
"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 'Morgan Stanley'.",
"confidence": 0.95
}
},
"buttonClassification": {
"llmCalled": true,
"llmSucceeded": true
}
}
}