# KidPass Brand Identity

A complete profile of **KidPass**'s visual system — colors, typography, components, and personality — extracted from https://kidpass.com. Built for designers, agents, and AI tools.

- Page: https://characterquilt.com/branding/kidpass
- Machine-readable JSON: https://characterquilt.com/branding/kidpass.json
- Per-page llms.txt: https://characterquilt.com/branding/kidpass/llms.txt

## Quick Facts

| Field | Value |
|---|---|
| Primary | #007A72 |
| Accent | #007A72 |
| Body Font | Escalator |
| Heading Font | Moranga |

## Color Palette

- primary: #007A72
- secondary: #009382
- accent: #007A72
- background: #FFFFFF
- textPrimary: #0B3064
- link: #0B3064

## Typography

- primary: Escalator — https://fonts.google.com/specimen/Escalator
- heading: Moranga — https://fonts.google.com/specimen/Moranga

## Visual Assets

- Logo: https://static.beginlearning.com/deployedassets/7e29032/static/img/begin/begin-logo-sm.svg
- Favicon: https://static.beginlearning.com/deployedassets/7e29032/static/img/meta/begin/favicon-16x16.png
- Social card (og:image): https://static.beginlearning.com/deployedassets/7e29032/static/img/begin/begin-logo.svg

## UI Components

- buttonPrimary: background=#007A72, textColor=#FFFFFF, borderRadius=48px, shadow=none
- buttonSecondary: background=#FFF9EF, textColor=#007A72, borderRadius=48px, shadow=none

## Brand Personality

Tone: playful · Energy: medium · Audience: Parents of young children

## KidPass Brand in the Wild

Real-world brand assets — ads, campaigns, marketing materials.

- **Begin | Award-Winning Learning Products for Kids 2-10**
  - Image: https://www.beginlearning.com/parent-resources/podcast-kristen-belll/240828_episodeart_kristenbell/
  - Source: https://kidpass.com/
- **Begin | Award-Winning Learning Products for Kids 2-10**
  - Image: https://www.beginlearning.com/parent-resources/episode-101-the-milestones-that-actually-matter-ft-kier-gaines/podcastepisodeexplore2-1-1/
  - Source: https://kidpass.com/
- **Begin | Award-Winning Learning Products for Kids 2-10**
  - Image: https://www.beginlearning.com/parent-resources/podcast-season-trailer/240822_trailerlaunch/
  - Source: https://kidpass.com/
- **Begin | Award-Winning Learning Products for Kids 2-10**
  - Image: https://static.beginlearning.com/deployedassets/7e29032/static/img/begin/homepage/milestones-that-matter.webp
  - Source: https://kidpass.com/
- **Begin | Award-Winning Learning Products for Kids 2-10**
  - Image: https://www.beginlearning.com/wp-content/uploads/2024/02/Blog_Begin_Brands_2024-1024x575.png
  - Source: https://kidpass.com/
- **Begin | Award-Winning Learning Products for Kids 2-10**
  - Image: https://static.beginlearning.com/deployedassets/7e29032/static/img/begin/press-awards/parents-pick-best-educational.png
  - Source: https://kidpass.com/

## 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": "Escalator",
      "role": "body"
    },
    {
      "family": "Moranga",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#007A72",
    "secondary": "#009382",
    "accent": "#007A72",
    "background": "#FFFFFF",
    "textPrimary": "#0B3064",
    "link": "#0B3064"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Escalator",
      "heading": "Moranga"
    },
    "fontStacks": {
      "heading": [
        "Moranga",
        "Helvetica",
        "Arial",
        "Lucida",
        "sans-serif"
      ],
      "body": [
        "Escalator",
        "Helvetica",
        "Arial",
        "Lucida",
        "sans-serif"
      ],
      "paragraph": [
        "Arial",
        "Helvetica",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "56px",
      "h2": "42px",
      "body": "10px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "11px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#007A72",
      "textColor": "#FFFFFF",
      "borderRadius": "48px",
      "borderRadiusCorners": {
        "topLeft": "48px",
        "topRight": "48px",
        "bottomRight": "48px",
        "bottomLeft": "48px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFF9EF",
      "textColor": "#007A72",
      "borderRadius": "48px",
      "borderRadiusCorners": {
        "topLeft": "48px",
        "topRight": "48px",
        "bottomRight": "48px",
        "bottomLeft": "48px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://static.beginlearning.com/deployedassets/7e29032/static/img/begin/begin-logo-sm.svg",
    "favicon": "https://static.beginlearning.com/deployedassets/7e29032/static/img/meta/begin/favicon-16x16.png",
    "ogImage": "https://static.beginlearning.com/deployedassets/7e29032/static/img/begin/begin-logo.svg",
    "logoHref": "/",
    "logoAlt": "Image"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand inferred from the URL and page title.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 3,
      "text": "Shop Our Products",
      "reasoning": "Button #3 'Shop Our Products' uses the brand's vibrant green color (#007A72) and has action-oriented text, making it the primary CTA."
    },
    "secondary": {
      "index": 0,
      "text": "Shop Begin",
      "reasoning": "Button #0 'Shop Begin' has a different background color (#FFF9EF) and serves as a secondary action with a shopping focus."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "playful",
    "energy": "medium",
    "targetAudience": "Parents of young children"
  },
  "designSystem": {
    "framework": "material",
    "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 matches the brand inferred from the URL and page title.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```