# Brightwheel Brand Identity A complete profile of **Brightwheel**'s visual system — colors, typography, components, and personality — extracted from https://mybrightwheel.com. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/brightwheel - Machine-readable JSON: https://characterquilt.com/branding/brightwheel.json - Per-page llms.txt: https://characterquilt.com/branding/brightwheel/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #37458A | | Accent | #5463D6 | | Body Font | Helvetica Neue | | Heading Font | AvenirNext | ## Color Palette - primary: #37458A - secondary: #6476FF - accent: #5463D6 - background: #FFFFFF - textPrimary: #5463D6 - link: #5463D6 ## Typography - primary: Helvetica Neue — https://fonts.google.com/specimen/Helvetica+Neue - heading: AvenirNext — https://fonts.google.com/specimen/AvenirNext ## Visual Assets - Logo: https://mybrightwheel.com/wp-content/themes/_brightwheel/img/brightwheel-logo-white.svg - Favicon: https://mybrightwheel.com/wp-content/uploads/fbrfg/apple-touch-icon.png - Social card (og:image): https://mybrightwheel.com/wp-content/uploads/2026/01/OG_BW.png ## UI Components - buttonPrimary: background=#5463D6, textColor=#FFFFFF, borderRadius=0px, shadow=none - buttonSecondary: background=#FFFFFF, textColor=#6476FF, borderColor=#6476FF, borderRadius=8px, shadow=none ## Brand Personality Tone: professional · Energy: medium · Audience: childcare providers and administrators ## Brightwheel Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **3 Year Old preschools & child care in Silver Spring | brightwheel** - Image: https://images.mybrightwheel.com/provider-images/rhonda-s-child-care-4898513-98c4ca2c-1f08-49ba-a95a-27b4544792b2_IMG_4822.jpeg - Source: https://mybrightwheel.com/search/silver-spring/3-year-old - **Childcare Blog Tips: How to Write Content Parents Actually Read** - Image: https://mybrightwheel.com/hs-fs/hubfs/childcare-blog-tips.png?width=665&height=374&name=childcare-blog-tips.png - Source: https://mybrightwheel.com/blog/childcare-blog-tips - **Kiddie Academy Of Bee Cave | Austin | brightwheel** - Image: https://images.mybrightwheel.com/schools/18.jpg - Source: https://mybrightwheel.com/search/austin/kiddie-academy-of-bee-cave-44121 - **Brightwheel blog | Resources for child care and early education** - Image: https://mybrightwheel.com/hs-fs/hubfs/Blog%20Demo%20CTA%20-%20general.png?width=800&name=Blog%20Demo%20CTA%20-%20general.png - Source: https://mybrightwheel.com/blog - **How Laurel Heights Weekday School Stays Connected with 125+ Families During the COVID-19 Crisis** - Image: https://f.hubspotusercontent40.net/hubfs/2716595/apple%20books%20blocks%20colored%20pencils.jpg - Source: https://mybrightwheel.com/blog/case-study-laurel-heights - **What to Ask on a Daycare Center Tour** - Image: https://2716595.fs1.hubspotusercontent-na1.net/hubfs/2716595/lonely-planet-h_lvEhh25ro-unsplash_11zon.jpg - Source: https://mybrightwheel.com/blog/what-to-ask-on-a-daycare-center-tour ## Working with these fonts 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. ## Machine-Readable Profile ```json { "colorScheme": "light", "fonts": [ { "family": "Helvetica Neue", "role": "body" }, { "family": "AvenirNext", "role": "heading" }, { "family": "Roboto", "role": "unknown" } ], "colors": { "primary": "#37458A", "secondary": "#6476FF", "accent": "#5463D6", "background": "#FFFFFF", "textPrimary": "#5463D6", "link": "#5463D6" }, "typography": { "fontFamilies": { "primary": "Helvetica Neue", "heading": "AvenirNext" }, "fontStacks": { "heading": [ "AvenirNext", "Helvetica Neue", "helvetica", "arial", "sans-serif" ], "body": [ "system-ui", "-apple-system", "Segoe UI", "Roboto", "Helvetica Neue", "Arial", "Noto Sans", "Liberation Sans", "sans-serif", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji" ], "paragraph": [ "AvenirNext", "Helvetica Neue", "helvetica", "arial", "sans-serif" ] }, "fontSizes": { "h1": "24px", "h2": "55px", "body": "16px" } }, "spacing": { "baseUnit": 4, "borderRadius": "8px" }, "components": { "buttonPrimary": { "background": "#5463D6", "textColor": "#FFFFFF", "borderRadius": "0px", "borderRadiusCorners": { "topLeft": "0px", "topRight": "0px", "bottomRight": "0px", "bottomLeft": "0px" }, "shadow": "none" }, "buttonSecondary": { "background": "#FFFFFF", "textColor": "#6476FF", "borderColor": "#6476FF", "borderRadius": "8px", "borderRadiusCorners": { "topLeft": "8px", "topRight": "8px", "bottomRight": "8px", "bottomLeft": "8px" }, "shadow": "none" } }, "images": { "logo": "https://mybrightwheel.com/wp-content/themes/_brightwheel/img/brightwheel-logo-white.svg", "favicon": "https://mybrightwheel.com/wp-content/uploads/fbrfg/apple-touch-icon.png", "ogImage": "https://mybrightwheel.com/wp-content/uploads/2026/01/OG_BW.png", "logoHref": "https://mybrightwheel.com", "logoAlt": "brightwheel logo" }, "__llm_logo_reasoning": { "selectedIndex": 0, "reasoning": "Selected #0 because it is visible, medium-sized, located in the header, and links to the homepage. The alt text matches the brand name 'brightwheel'.", "confidence": 0.95, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": 4, "text": "First, tell us about yourself.\n\tI’m an admin or director I’m a staff member I’m a parent or guardian", "reasoning": "Button #4 has a vibrant blue background (#5463D6), which is the brand color, making it the most prominent CTA on the page." }, "secondary": { "index": 5, "text": "Learn more", "reasoning": "Button #5 has a white background (#FFFFFF) with a blue text color, making it a suitable secondary CTA with a different color group than the primary." }, "confidence": 0.95 }, "personality": { "tone": "professional", "energy": "medium", "targetAudience": "childcare providers and administrators" }, "designSystem": { "framework": "bootstrap", "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, medium-sized, located in the header, and links to the homepage. The alt text matches the brand name 'brightwheel'.", "confidence": 0.95 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```