The Good Food Institute Brand Identity
A complete profile of The Good Food Institute's visual system — colors, typography, components, and personality — extracted from http://www.gfi.org. Built for designers, agents, and AI tools.
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 Good Food Institute's primary brand color is #FADE00. It anchors the visual identity across their website, product UI, and marketing materials.
What font does The Good Food Institute use?
The Good Food Institute uses IBM Plex Sans as the primary typeface across body and headings.
Does The Good Food Institute use a light or dark theme?
The Good Food Institute's primary site uses a light color scheme, with a background of #FFFFFF.
Where can I find The Good Food Institute's logo?
The Good Food Institute's logo is available directly on their site (http://www.gfi.org). 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 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 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 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": "The Good Food Institute"
},
"__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
}
}
}