What are brand assets? Examples, and how to get them by API

An integrations page, a CRM, an invoice or a chat answer about a company is easier to scan when every company in it appears as itself: its logo, its colors, sometimes its typeface. Those are the company's brand assets. Showing them well means knowing which assets exist, which formats they come in, and where to get them for a company that never sent you a press kit.

What brand assets are

Brand assets are the parts of a brand you can see, hear or download: the logo, the color palette, the typefaces, the imagery, and sometimes a mascot or a sound. Together they make the brand recognizable before anyone reads a word.

Three terms get mixed up:

• Brand identity is the whole system: how the brand looks, sounds and behaves.
• Brand assets are the concrete pieces of that identity: files and values you can store and reuse.
• Brand guidelines are the rules for using the assets: clear space, minimum sizes, which colors go together. We collected 12 public brand guidelines examples if you want to see how real companies write theirs.

The brand assets a product can use

For a product that displays other companies, the first three matter most. A logo identifies the company, a brand color can tint its row or its card, and the typeface tells you how its own interface reads.

Brand assets examples

These come from each company's own published brand guidelines, as of October 2026:

• Netflix publishes Netflix Red as #E50914 (RGB 229 9 20, Pantone 1795 C), with separate clear space rules for the N symbol and the wordmark, on its brand site.
• Discord lists Blurple #5865F2, Light Blurple #E0E3FF and Black #000000, with logo, symbol and banner downloads, on discord.com/branding.
• IBM sets everything in IBM Plex, an open-source family in Sans, Mono, Serif and Condensed, and gives each of its colors in HEX, RGB, Pantone and CMYK in the IBM Design Language.
• Mozilla uses black #161616, white #fafafa and green #00d230 in a ratio of roughly 45/45/10, with its own open-source typefaces, Mozilla Headline and Mozilla Text, on brand.mozilla.com.

For more, see the HEX codes of famous brand colors and the fonts famous brands use.

Where brand assets come from

There are four places to get a company's brand assets, from the most official to the most convenient:

1. The company's brand center or press kit. Official, but every company keeps it somewhere different, and many need a login. Most of Netflix's brand site, for example, needs an account.
2. The company's own website. The favicon and app icons are declared in its HTML, the logo is often an inline SVG in the header, the colors are in its CSS and the fonts in its @font-face rules. Accurate, but messy to extract: homepages often show their customers' logos too, and some sites block automated requests. Our guide to getting a company logo from a domain covers the pitfalls.
3. Wikidata. It records the official logo of many notable companies, often as a clean SVG, but only for companies notable enough to have an entry.
4. A brand API. It does the extraction once, cleans the result and returns every asset as one record per domain.

How to get any company's brand assets by API

Brand Identity API takes a domain and returns the company's brand assets as JSON: logos in each variant, brand colors in HEX with their roles, the fonts the website loads, and company facts. Every account starts with 50 free lookups, with no card.

curl https://brandidentityapi.com/v1/brands/discord.com \
  -H "Authorization: Bearer $BRAND_IDENTITY_API_KEY"

The record is ready to use. This script picks out the assets a typical interface needs: the accent color, the heading font and an SVG logo where one exists. Save it as brand-assets.mjs and run it with node brand-assets.mjs discord.com:

const domain = process.argv[2];
if (!domain) throw new Error("Usage: node brand-assets.mjs <domain>");

const response = await fetch(`https://brandidentityapi.com/v1/brands/${domain}`, {
  headers: { Authorization: `Bearer ${process.env.BRAND_IDENTITY_API_KEY}` },
});
if (!response.ok) {
  const { error } = await response.json();
  throw new Error(`${error.code}: ${error.message}`);
}
const brand = await response.json();

const accent = brand.colors.find((color) => color.type === "accent")?.hex ?? null;
const headingFont = brand.fonts.find((font) => font.type === "title")?.name ?? null;
const logo = brand.logos.find((entry) => entry.type === "logo") ?? brand.logos[0];
const logoFile = logo?.formats.find((file) => file.format === "svg") ?? logo?.formats[0];

console.log({ name: brand.name, accent, headingFont, logo: logoFile?.src ?? null });

Each color comes with a type (accent, dark, light or brand) and its brightness, so you can pick readable text to put on top of it. Each font says whether it sets headings or body text, and where it comes from: Google Fonts, Adobe Fonts, a custom file or the system. The Brand API reference lists every field.

You can store the record for as long as you like. Caching is allowed on every plan, so a company you look up once costs you one lookup, not one a month.

Using another company's brand assets

A few rules keep you on the right side of the brand and of the law:

• Identify, never endorse. Use a company's logo to show which company you mean, in a CRM, an integrations list or an invoice. Do not arrange it so it looks like the company endorses you.
• Follow the company's guidelines where it publishes them. Many say how partners may show the mark: Netflix wants its logo first in a co-branded layout, and Discord does not allow its marks in bot or server names.
• Store the domain, not a provider's URL. Build the asset URL when you render, and moving providers later is a one-line change.

Try it without code

The free tools show what the API returns for any domain, with no sign-up:

• the brand color extractor finds a company's HEX codes;
• the font finder shows the fonts its website uses;
• the logo downloader gets its logos as SVG or PNG.

Or browse the brand directory: brand colors, fonts and logos for every company in the index.