# Kindred Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #31210A |
| Accent | #742DDD |
| Body Font | Arial |
| Heading Font | Arial |

## Color Palette

- primary: #31210A
- secondary: #DFEAF3
- accent: #742DDD
- background: #F6F5F3
- textPrimary: #292D32
- link: #742DDD

## Typography

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

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20height%3D%2216%22%20viewBox%3D%220%200%201616%20375%22%20fill%3D%22currentColor%22%20data-fc-idx%3D%220%22%3E%3Cpath%20d%3D%22M151.744%20170.422L283.871%2023.6145H192.856L76.8615%20157.448V23.6145H0.897461V368.839H76.8615V249.885L99.8784%20223.909L210.951%20368.839H303.075L151.744%20170.422Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M395.825%20136.622H321.112V370.261H395.825V136.622Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M358.47%2094.1154C381.799%2094.1154%20400.748%2075.1386%20400.748%2051.8372C400.748%2028.5359%20381.771%209.55908%20358.47%209.55908C335.168%209.55908%20315.736%2028.5359%20315.736%2051.8372C315.736%2075.1386%20334.912%2094.1154%20358.47%2094.1154Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M564.397%20132.61C538.763%20132.61%20515.348%20143.194%20499.529%20161.801V138.044H427.662V368.839H499.529V242.09C499.529%20215.232%20515.376%20197.194%20538.962%20197.194C562.548%20197.194%20575.692%20212.301%20575.692%20236.627V368.839H647.56V217.565C647.56%20165.955%20614.926%20132.582%20564.397%20132.582V132.61Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M850.754%200V162.654C837.98%20147.575%20813.996%20132.61%20781.789%20132.61C717.832%20132.61%20667.758%20185.7%20667.758%20253.47C667.758%20321.24%20717.86%20374.329%20781.789%20374.329C813.996%20374.329%20837.98%20359.364%20850.754%20344.285V368.867H922.622V0H850.754ZM795.873%20311.965C763.552%20311.965%20739.17%20286.814%20739.17%20253.441C739.17%20220.068%20763.552%20194.918%20795.873%20194.918C828.193%20194.918%20853.031%20220.068%20853.031%20253.441C853.031%20286.814%20828.449%20311.965%20795.873%20311.965Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M1104.34%20137.02L1103.29%20136.736C1098.28%20135.37%201093.13%20133.976%201086.13%20133.976C1057.51%20133.976%201036.54%20150.42%201025.33%20167.178V138.073H953.463V368.867H1025.33V258.022C1025.33%20226.129%201045.84%20206.327%201078.85%20206.327C1087.92%20206.327%201094.98%20207.379%201102.46%20209.883L1104.34%20210.509V137.049V137.02Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M1311.89%20165.983C1291.26%20144.161%201262.9%20132.61%201229.87%20132.61C1164.23%20132.61%201110.83%20186.809%201110.83%20253.469C1110.83%20320.13%201163.92%20374.329%201231.69%20374.329C1276.44%20374.329%201314.59%20353.731%201336.44%20317.797L1337.13%20316.659L1286.23%20281.465L1285.43%20282.689C1270.55%20305.762%201254.99%20315.18%201231.69%20315.18C1205.43%20315.18%201185.05%20299.275%201178.11%20273.527H1345.18L1345.26%20272.19C1347.74%20229.144%201335.87%20191.418%201311.89%20166.011V165.983ZM1180.56%20227.494C1188.78%20205.103%201207.67%20191.276%201230.32%20191.276C1259.31%20191.276%201273.31%20210.423%201276.75%20227.494H1180.56Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M1544.13%200V162.654C1531.36%20147.575%201507.37%20132.61%201475.17%20132.61C1411.21%20132.61%201361.14%20185.7%201361.14%20253.47C1361.14%20321.24%201411.24%20374.329%201475.17%20374.329C1507.37%20374.329%201531.36%20359.364%201544.13%20344.285V368.867H1616V0H1544.13ZM1489.25%20311.965C1456.93%20311.965%201432.55%20286.814%201432.55%20253.441C1432.55%20220.068%201456.93%20194.918%201489.25%20194.918C1521.57%20194.918%201546.41%20220.068%201546.41%20253.441C1546.41%20286.814%201521.83%20311.965%201489.25%20311.965Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3C%2Fsvg%3E
- Social card (og:image): https://livekindred.com/api/og?title=Members+only+home+swapping&width=1200&height=600

## UI Components

- input: background=#EFEFEF, textColor=#FFFFFF, borderColor=null, borderRadius=0px, shadow=none
- buttonPrimary: background=#31210A, textColor=#FFFFFF, borderColor=#BABABA, borderRadius=9999px, shadow=none
- buttonSecondary: background=#292D32, textColor=#FFFFFF, borderRadius=9999px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: homeowners and travelers interested in home swapping

## Kindred Brand in the Wild

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

- **Kindred - Kindred Photography Guidelines**
  - Image: https://cdn.prod.website-files.com/64d144bbfb27bb254f0b1e6e/67fecbf245cbd3021da1d3a0_Image%203.png
  - Source: https://resources.livekindred.com/guide/kindred-photography-guidelines?lng=en
- **Kindred Blog | House Swapping & Travel Tips**
  - Image: https://storage.ghost.io/c/1e/7c/1e7c966c-9a24-4392-837a-93cfc0031173/content/images/size/w600/2026/02/Screenshot-2026-02-02-at-8.42.05---PM-2.png
  - Source: https://blog.livekindred.com/?lng=en
- **Kindred Original Crewneck – Kindred Community**
  - Image: https://shop.livekindred.com/cdn/shop/files/IMG_5415.jpg?crop=center&height=4284&v=1746455583&width=4284
  - Source: https://shop.livekindred.com/products/kindred-crewneck
- **Kindred Blog | House Swapping & Travel Tips**
  - Image: https://storage.ghost.io/c/1e/7c/1e7c966c-9a24-4392-837a-93cfc0031173/content/images/size/w600/2025/07/Frame-36.png
  - Source: https://blog.livekindred.com/?lng=en
- **Swap Cribs Onesie – Kindred Community**
  - Image: https://shop.livekindred.com/cdn/shop/files/IMG_8613.jpg?crop=center&height=3024&v=1746455519&width=3024
  - Source: https://shop.livekindred.com/products/swap-cribs-onesie
- **This Brooklyn Icon House Swaps Her Hamptons Home on Kindred**
  - Image: https://storage.ghost.io/c/1e/7c/1e7c966c-9a24-4392-837a-93cfc0031173/content/images/size/w2000/2025/05/erickson-family_brooklyn-5.jpeg
  - Source: https://blog.livekindred.com/this-brooklyn-icon-is-house-swapping-her-hamptons-home-on-kindred/?lng=en

## 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": "Arial",
      "role": "body"
    },
    {
      "family": "Helvetica Neue",
      "role": "body"
    },
    {
      "family": "diatype",
      "role": "unknown"
    },
    {
      "family": "Roboto",
      "role": "body"
    },
    {
      "family": "Segoe UI",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#31210A",
    "secondary": "#DFEAF3",
    "accent": "#742DDD",
    "background": "#F6F5F3",
    "textPrimary": "#292D32",
    "link": "#742DDD"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Arial",
      "heading": "Arial"
    },
    "fontStacks": {
      "heading": [
        "otto",
        "serif",
        "Segoe UI",
        "Roboto",
        "system-ui",
        "Helvetica Neue",
        "Arial",
        "sans-serif"
      ],
      "body": [
        "ui-sans-serif",
        "system-ui",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Noto Sans",
        "Ubuntu",
        "Cantarell",
        "Helvetica Neue",
        "sans-serif",
        "Apple Color Emoji",
        "Noto Color Emoji"
      ],
      "paragraph": [
        "diatype",
        "sans-serif",
        "Helvetica Neue",
        "Arial",
        "system-ui"
      ]
    },
    "fontSizes": {
      "h1": "55px",
      "h2": "24px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "8px"
  },
  "components": {
    "input": {
      "background": "#EFEFEF",
      "textColor": "#FFFFFF",
      "borderColor": null,
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#31210A",
      "textColor": "#FFFFFF",
      "borderColor": "#BABABA",
      "borderRadius": "9999px",
      "borderRadiusCorners": {
        "topLeft": "9999px",
        "topRight": "9999px",
        "bottomRight": "9999px",
        "bottomLeft": "9999px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#292D32",
      "textColor": "#FFFFFF",
      "borderRadius": "9999px",
      "borderRadiusCorners": {
        "topLeft": "9999px",
        "topRight": "9999px",
        "bottomRight": "9999px",
        "bottomLeft": "9999px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20height%3D%2216%22%20viewBox%3D%220%200%201616%20375%22%20fill%3D%22currentColor%22%20data-fc-idx%3D%220%22%3E%3Cpath%20d%3D%22M151.744%20170.422L283.871%2023.6145H192.856L76.8615%20157.448V23.6145H0.897461V368.839H76.8615V249.885L99.8784%20223.909L210.951%20368.839H303.075L151.744%20170.422Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M395.825%20136.622H321.112V370.261H395.825V136.622Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M358.47%2094.1154C381.799%2094.1154%20400.748%2075.1386%20400.748%2051.8372C400.748%2028.5359%20381.771%209.55908%20358.47%209.55908C335.168%209.55908%20315.736%2028.5359%20315.736%2051.8372C315.736%2075.1386%20334.912%2094.1154%20358.47%2094.1154Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M564.397%20132.61C538.763%20132.61%20515.348%20143.194%20499.529%20161.801V138.044H427.662V368.839H499.529V242.09C499.529%20215.232%20515.376%20197.194%20538.962%20197.194C562.548%20197.194%20575.692%20212.301%20575.692%20236.627V368.839H647.56V217.565C647.56%20165.955%20614.926%20132.582%20564.397%20132.582V132.61Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M850.754%200V162.654C837.98%20147.575%20813.996%20132.61%20781.789%20132.61C717.832%20132.61%20667.758%20185.7%20667.758%20253.47C667.758%20321.24%20717.86%20374.329%20781.789%20374.329C813.996%20374.329%20837.98%20359.364%20850.754%20344.285V368.867H922.622V0H850.754ZM795.873%20311.965C763.552%20311.965%20739.17%20286.814%20739.17%20253.441C739.17%20220.068%20763.552%20194.918%20795.873%20194.918C828.193%20194.918%20853.031%20220.068%20853.031%20253.441C853.031%20286.814%20828.449%20311.965%20795.873%20311.965Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M1104.34%20137.02L1103.29%20136.736C1098.28%20135.37%201093.13%20133.976%201086.13%20133.976C1057.51%20133.976%201036.54%20150.42%201025.33%20167.178V138.073H953.463V368.867H1025.33V258.022C1025.33%20226.129%201045.84%20206.327%201078.85%20206.327C1087.92%20206.327%201094.98%20207.379%201102.46%20209.883L1104.34%20210.509V137.049V137.02Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M1311.89%20165.983C1291.26%20144.161%201262.9%20132.61%201229.87%20132.61C1164.23%20132.61%201110.83%20186.809%201110.83%20253.469C1110.83%20320.13%201163.92%20374.329%201231.69%20374.329C1276.44%20374.329%201314.59%20353.731%201336.44%20317.797L1337.13%20316.659L1286.23%20281.465L1285.43%20282.689C1270.55%20305.762%201254.99%20315.18%201231.69%20315.18C1205.43%20315.18%201185.05%20299.275%201178.11%20273.527H1345.18L1345.26%20272.19C1347.74%20229.144%201335.87%20191.418%201311.89%20166.011V165.983ZM1180.56%20227.494C1188.78%20205.103%201207.67%20191.276%201230.32%20191.276C1259.31%20191.276%201273.31%20210.423%201276.75%20227.494H1180.56Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3Cpath%20d%3D%22M1544.13%200V162.654C1531.36%20147.575%201507.37%20132.61%201475.17%20132.61C1411.21%20132.61%201361.14%20185.7%201361.14%20253.47C1361.14%20321.24%201411.24%20374.329%201475.17%20374.329C1507.37%20374.329%201531.36%20359.364%201544.13%20344.285V368.867H1616V0H1544.13ZM1489.25%20311.965C1456.93%20311.965%201432.55%20286.814%201432.55%20253.441C1432.55%20220.068%201456.93%20194.918%201489.25%20194.918C1521.57%20194.918%201546.41%20220.068%201546.41%20253.441C1546.41%20286.814%201521.83%20311.965%201489.25%20311.965Z%22%20style%3D%22fill%3A%20rgb(255%2C%20255%2C%20255)%20!important%3B%22%2F%3E%3C%2Fsvg%3E",
    "favicon": null,
    "ogImage": "https://livekindred.com/api/og?title=Members+only+home+swapping&width=1200&height=600",
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is a medium-sized, visible logo located in the body with a href to the homepage, matching the brand 'Kindred'.",
    "confidence": 0.85,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 5,
      "text": "Download the app",
      "reasoning": "Button #3 ('Download the app') has a distinct dark background color (#31210A) compared to the other buttons, making it stand out as the primary CTA."
    },
    "secondary": {
      "index": 0,
      "text": "Learn more on how it works",
      "reasoning": "Button #0 ('Learn more on how it works') is selected as secondary due to its neutral background color (#292D32), which is different from the primary button's color."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "homeowners and travelers interested in home swapping"
  },
  "designSystem": {
    "framework": "tailwind",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.95,
    "overall": 0.925
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 0,
        "selectedLogoReasoning": "Selected #0 because it is a medium-sized, visible logo located in the body with a href to the homepage, matching the brand 'Kindred'.",
        "confidence": 0.85
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```