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(Brand guidelines) // Finance

Plaid brand
guidelines

Plaid’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from plaid.com.

Download the Brand Skill
Plaid logo
  • Black#111111
  • Mint#42F0CD
  • Ocean blue#0E94D8
  • Navy#00172E

About Plaid

Plaid builds developer-friendly financial infrastructure that securely connects people’s financial accounts to the services they choose. Its mission is to unlock financial freedom for everyone through accessible, thoughtfully designed financial experiences.

Use the Plaid logo, the woven symbol beside the PLAID wordmark, for clear brand identification, and the symbol on its own where a compact brand signature is needed. Plaid sets its logo in black on light backgrounds. Preserve each mark’s proportions and artwork.

Plaid colors

  • Black

    Logo and text on light backgrounds

    HEX
    RGB

  • Mint

    Bright end of the signature gradient

    HEX
    RGB

  • Ocean blue

    Middle of the signature gradient

    HEX
    RGB

  • Navy

    Dark text and dark backgrounds

    HEX
    RGB

  • Deep blue

    Dark end of the signature gradient

    HEX
    RGB

  • White

    Light backgrounds

    HEX
    RGB

Plaid fonts

  • Plaid Sans

    Headings · 500

  • Cern

    Body · 400, Small headings · 500

  • Inconsolata

    Code · 400

Font names only. The Brand Skill download doesn’t include font files.

Plaid’s voice

Plaid’s voice is direct, optimistic, and grounded in practical outcomes. Explain complex financial infrastructure in clear language, connect capabilities to what people and businesses can do, and keep the mission of broader access in view.

Use confident, benefit-led statements that name what Plaid makes possible, and allow a light, knowing wink for developers.

  • “Turn data into revolutionary financial products”
  • “Powered by the largest financial network. Built for every financial need”
  • “Want access to 12K banks? We’ve got the API keys”
  • “A network that makes your products better”

Dos and don’ts

Do

  • Lead with the outcome, then explain the product capability in concrete terms. Plaid connects financial data and payments to faster, safer, more useful experiences.
  • Keep language clear and active, with short benefit-led headlines such as “Turn data into revolutionary financial products.”
  • Tie innovation to the human benefit: access, control, confidence, and less friction.
  • Set headlines in Plaid Sans and body text in Cern, and use the blue-to-mint gradient for brand moments.

Don’t

  • Don’t make financial infrastructure sound abstract or detached from people’s needs; explain what it enables.
  • Don’t use vague hype in place of a specific benefit or capability. Plaid’s product language names the work: verify, connect, move, protect, and understand.
  • Don’t let decorative visuals obscure the product, data, or user outcome. Plaid’s product storytelling makes the function legible through clear interface examples and focused illustrations.
  • Don’t redraw, recolor, or stretch the logo; keep it in black on light backgrounds.

More from the Brand Skill

Brand and marketing imagery

Plaid’s own visual world includes identity artwork, campaign graphics, and marketing compositions. The work pairs financial subject matter with confident, contemporary visual treatments, including abstract linework, gradients, and playful money-related imagery.

Illustrations

Plaid’s illustrations translate financial actions and data into approachable, modern visuals. Look for clean shapes, purposeful linework, gradients, and visual metaphors that make a capability easy to understand. Product illustrations should clarify the use case rather than function as decoration alone.

Photography and culture imagery

For company and careers storytelling, use candid, human imagery that feels connected to real work and shared purpose. Plaid’s culture material shows team members, workplaces, and the people building financial services.

Product experience and interface imagery

Preserve Plaid’s product interfaces as product references. Use real-feeling, legible interface compositions to show how people connect accounts, review information, configure rules, and act on insights. Pair interface detail with a clear explanation of what the user can accomplish.

Download Plaid’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Plaid’s guidelines. It starts at SKILL.md, which points to the right file for each task.

This copy includes the guidance and logos. It leaves out the reference images and font files.

Download the Brand Skill

plaid-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ imagery-brand-and-marketing.md

│ ├ imagery-illustration.md

│ ├ imagery-photography-and-culture.md

│ ├ voice.md

│ ├ dos-and-donts.md

│ ├ imagery-product-experience.md

│ ├ colors.md

│ ├ logo.md

│ └ typography.md

└ assets/logos/

├ plaid-wordmark.svg

└ plaid-icon-2.svg

Rainbrand’s Brand Agent built this Brand Skill from plaid.com on 30 Oct 2026. It isn’t Plaid’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Plaid and its logos are trademarks of Plaid Inc. Rainbrand isn’t affiliated with or endorsed by Plaid Inc.

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