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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.

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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.

Plaid imagery

104 images from plaid.com, in 4 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Brand and marketing imagery

37 images

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.

  • A futuristic digital graphic features a central, woven geometric icon inside a large blue-to-teal gradient circle.
  • A glowing geometric knot logo sits at the center of a circular gradient portal, which is surrounded by an intricate, swirling wireframe grid.
  • A vibrant digital graphic featuring a central, solid teal-to-blue gradient circle set against a complex, warped wireframe grid.
  • The bold, dark blue text "Fall Release" is centered on a soft gradient background that transitions from pale yellow to light blue.
  • The words "Fall Release" are centered in a bold, dark navy sans-serif font against a soft, gradient background.
  • A stylized, cross-hatched engraving of Benjamin Franklin features him wearing a modern wireless earbud and holding a smartphone with a lightning bolt…
  • A modern, playful reinterpretation of Benjamin Franklin rendered in a traditional currency-style woodcut engraving.
  • A stylized, cross-hatched engraving of Benjamin Franklin, rendered in a teal and purple gradient, portrays him as a modern influencer taking a selfie.
  • A slender, iridescent horizontal bar stretches across the lower third of the frame, featuring a soft gradient of metallic pastels.
  • A vibrant, iridescent holographic texture features fluid swirls of pastel pink, lavender, cyan, and light blue.
  • A minimalist graphic illustration features a soft arch made of delicate, parallel cyan blue lines that curve elegantly across a pale, multi-toned pastel…
  • A digital graphic featuring a network of delicate, light blue curved lines that sweep across the frame in a gentle, rolling wave formation.
  • A digital graphic features a series of delicate, parallel cyan lines that curve upward to form a soft, central hill-like wave.
  • A close-up UI graphic of a mobile banking interface with a soft blue and white palette.
  • A circular digital dashboard graphic features a large '1863' in a purple gradient serif font at its center.
  • A minimalist digital illustration featuring a subtle, light blue fingerprint pattern centered against a soft gradient background.
  • A UI graphic displays six profile cards arranged in a grid, each featuring a portrait and a risk assessment label.
  • A digital graphic features a soft, ethereal palette of light lavender and pale blue gradients.
  • A UI mockup of a Plaid connection screen within a rounded white modal.
  • A soft, ethereal gradient background transitions smoothly from pale lavender at the bottom to a light mint cyan at the top.
  • A clean digital interface graphic features a profile picture of a woman with long dark hair atop a list of financial activity.
  • A stylized, blue-toned etching of Abraham Lincoln in a pensive pose, resting his hand against his chin while wearing a modern smartwatch.
  • A vibrant iridescent abstract background features soft, diagonal waves of pastel color.
  • A light purple, hand-drawn illustration of a kitchen grater with a large arched handle at the top.
  • A digital graphic for Plaid Transfer features a purple-to-blue gradient background with a smartphone mockup displaying a '$200' instant transfer interface.
  • A stylized teal woodcut-style illustration depicts a massive piggy bank housed within a classical bank building.
  • A vertically-oriented abstract graphic features a soft, iridescent gradient of pastel colors.
  • A minimalist graphic illustration featuring two broad, sweeping gray brushstrokes that frame the top left and bottom right corners.
  • A vibrant cyan and sky blue gradient serves as a smooth backdrop for this digital graphic.
  • A large, teal woodcut-style illustration of a piggy bank dominates the frame, surrounded by small human figures working together to manage savings.
  • A dark navy blue line-art globe icon sits at the center of a rounded square frame.
  • A minimalist, dark blue icon of a person's head and shoulders is centered within four corner brackets, suggesting a focus or scanning frame.
  • A vertical digital graphic features a soft, three-tone color gradient transitioning from a vibrant azure blue at the top to a pale mint green in the middle…
  • A digital graphic featuring a headshot of a smiling, salt-and-pepper bearded man centered within an oval frame.
  • A United States quarter coin featuring George Washington transitions into a digital column of binary code against a gradient blue background.
  • A silver US quarter featuring George Washington's profile appears to be dissolving into digital binary code against a wide, vibrant blue gradient background.
  • A long, panoramic cutout of a metal bridge railing features two workers in overalls and hats standing at the far right edge.

Illustrations

31 images

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.

  • A digital graphic depicting a financial workflow against a soft purple and blue gradient.
  • A complex 3D graphic features a large central iridescent sphere surrounded by six smaller, floating spheres orbiting within a swirling, net-like ring of light.
  • A minimalist square icon with rounded corners features a stylized blue bar chart.
  • A blue shield icon featuring a centered checkmark sits within a soft, rounded light blue square.
  • A blue linear icon of a clipboard with a person symbol at its center, representing a profile or contact.
  • A minimalist, square app icon featuring a blue line graph that trends upward with three distinct peaks over a horizontal baseline.
  • A square icon with rounded corners features two horizontal arrows pointing in opposite directions, suggesting exchange or transfer.
  • A square icon with rounded corners features two right-pointing chevrons centered in the middle.
  • An isometric 3D bar chart icon features four rectangular columns of increasing height, rendered in a hand-drawn blueprint style with diagonal blue…
  • A blue, woodcut-style line drawing of a person's hand interacting with a smartphone on a gradient blue-and-pink background.
  • A blue and purple gradient line drawing depicts a large hand carefully placing a square block atop two others.
  • A digital graphic showcasing identity verification through a close-up portrait of a man with dark hair and a patterned orange and blue jacket.
  • A digital graphic of a Hawaii USA driver's license for 'Rich Abe' features a pale mint-green and white gradient background set against a vibrant purple and…
  • A close-up digital graphic of a young man with dark hair against a gradient teal and purple background.
  • A glowing, iridescent orb featuring the white text 'Ti2' in its center is surrounded by several floating informational bubbles.
  • A vibrant blue and teal glassmorphic graphic centers a glowing white circle containing a black geometric interwoven logo.
  • A clean digital graphic featuring a verification window for 'Brocade Bank' with a light blue and white color palette.
  • A digital UI illustration shows a blue and purple gradient background with white interface elements.
  • A close-up graphic shows a smartphone interface confirming 'Payment successful' with a checkmark icon above details for a $147.81 electric bill.
  • A flat-style graphic shows a brown-skinned hand tapping a green checkmark button on a black smartphone screen.
  • A minimalist flat illustration features a white bank building with light blue pillars and a stack of green banknotes in front.
  • A vertical flowchart graphic connects technical data to real-world impact against a textured grey background.
  • A clean UI graphic displays a financial comparison card against a vibrant blue and teal gradient background.
  • A vibrant blue and teal gradient graphic features a network of light-colored rounded squares connected by thin white lines to a central glowing circle.
  • A flat vector illustration depicts a woman with dark skin and hair sitting at a desk, looking at a computer screen showing an upward-pointing arrow.
  • A minimalist flat icon features a simplified data dashboard with a mint green jagged line graph trending upward within a black-outlined square window.
  • A minimalist flat line icon depicts a bank or government building with four pillars and a triangular roof, outlined in black.
  • A colorful flat-line icon illustrates an organizational hierarchy featuring a woman with black hair and a yellow shirt at the top.
  • A vibrant, flat-style icon of a small storefront featuring a bright blue scalloped awning and a solid teal door.
  • A minimalist, flat vector icon of a circular pie chart with a bold black outline.
  • A flat, monolinear icon illustrates a flow between a retail storefront and a bank building using a connecting path of black lines and yellow circular nodes.

Photography and culture imagery

7 images

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.

  • A minimalist illustration features a Black woman in a purple top and white trousers sitting atop a mountain of geometric shapes and data symbols.
  • A dynamic collage featuring three energetic women jumping in mid-air against a blue and purple studio background, all wearing black shirts and light-colored…
  • A horizontal pill-shaped graphic button with a light grey, slightly textured surface.
  • A digital graphic featuring the text "New York City" in a clean, teal sans-serif font.
  • A pill-shaped graphic button with a light grey gradient background contains the text "Raleigh-Durham" in a vibrant green sans-serif font.
  • A minimalist graphic featuring the word "London" centered within a white, pill-shaped capsule button.
  • A horizontal, white pill-shaped graphic contains the word "Remote" in a clean, sans-serif font.

Product experience and interface imagery

29 images

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.

  • A digital graphic illustrates a banking app's 'Transfer funds' interface initiating a $200 'Instant transfer' to 'Gingham Bank'.
  • Two glass-morphic text bubbles with soft glowing edges float against a lavender and pink gradient background.
  • A flat-style illustration features a woman with long dark hair, wearing a white shirt and blue pants, standing before a collage of abstract and…
  • A mint-green, stylized hand-stamp icon sits atop a cluster of geometric shapes, including a white square with blue stairs, a yellow rectangle, and a yellow…
  • A minimalist flat-line icon features a document with a folded top-right corner, containing a profile picture of a woman with blue details.
  • A flat line-art icon depicting a sequence of geometric shapes being analyzed.
  • A minimalist line-art icon features two stacked document pages with folded top corners and horizontal lines representing text.
  • A flat-style digital illustration featuring a white dashboard window with a bar chart and numerical data boxes labeled '1234' and '5678'.
  • A close-up UI screenshot of a 'Carsurance' payment interface, focusing on the 'Payment method' step with a chosen 'Pay by bank instantly' option.
  • A digital graphic featuring a mobile interface overlay atop fluid, purple and blue gradient wave lines.
  • A floating digital verification card sits against a soft gradient background of blue and lavender.
  • A digital interface screenshot titled Workflow Management displays a settings panel with country tabs for United States, CA, and UK.
  • A digital interface module titled "Risk Rules" sits against a vibrant blue and purple gradient background with a rounded frame.
  • This digital graphic shows a verification status window for 'Rich Abe' set against a rounded blue-to-purple gradient background.
  • A glassmorphism-style software interface graphic floating on a blue-to-purple gradient background.
  • A close-up software screenshot displays a natural language query translated into logic filters.
  • A digital graphic interface displays a circular portrait of a smiling woman in a blue checkered top against a soft blue and purple gradient background.
  • A smiling woman with curly hair is centered in a glowing circular frame, surrounded by an orbital graphic of five icons including a home, mail, and…
  • A close-up UI screenshot displays a 'Configure matching rules' setup screen over a soft blue and purple gradient background.
  • A digital UI notification modal titled 'Payment failed' sits against a vibrant blue background with wavy line patterns.
  • A digital graphic features a rounded white interface card displaying banking balances against a vibrant blue background with thin, wavy lines.
  • A clean software interface screenshot shows a list of 'Rule conditions' against a light blue, wavy gradient background.
  • A dark-themed 'Recent Transactions' UI card for Trellis Bank floats at the center, listing expenses like 'Fitness Inc' and 'Rent Payment' alongside icons for…
  • A digital graphic displays a banking software interface against a bright blue gradient backdrop.
  • A minimalist flat illustration featuring three staggered rectangular pedestals against a wide, mint-green textured brushstroke.
  • A flat-style illustration depicts a person operating a lever to process data through a yellow funnel.
  • A clean graphic illustration shows the conversion of raw bank data into a merchant record within a dashed border.
  • A man with dark curly hair and a mustache is centered in a glowing circular portal, surrounded by blue Spirograph-like geometric patterns on a dark blue…
  • A digital UI dashboard for 'Repayment likelihood' is centered against a dark blue background with floating data pills like 'Account balances' and 'Income data'.

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.

It has the guidance, 104 images and the logos. The font files belong to Plaid Inc, so they’re left out.

Download the Brand SkillZIP, 8.1 MB

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/

├ images/

└ logos/

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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