# Medplum Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #9C36B5 |
| Accent | #9C36B5 |
| Body Font | Poppins |
| Heading Font | Poppins |

## Color Palette

- primary: #9C36B5
- secondary: #EDDEFF
- accent: #9C36B5
- background: #666666
- textPrimary: #666666
- link: #868E96

## Typography

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

## Visual Assets

- Logo: data:image/svg+xml;utf8,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%201060%20230%22%20width%3D%22120%22%20height%3D%2226%22%20class%3D%22logoImage_r4eb%22%20data-fc-idx%3D%220%22%3E%3Cpath%20fill%3D%22currentColor%22%20d%3D%22M84%2056c-3-15-15-24-23-28l5-10c8%202%2014%208%2020%2014%200-12%201-16%205-21%208-9%2013-9%2041-9%200%207%201%2018-3%2024-7%209-16%207-41%208%205%208%207%2014%208%2022%2036-24%2074-7%2074%2039%200%2042-40%2083-80%2083s-80-41-80-83c0-46%2038-63%2074-39m-3%2043H65c-4%200-7%203-7%207v4c0%204%203%207%207%207h16v16c0%204%203%207%207%207h4c4%200%207-3%207-7v-16h16c4%200%207-3%207-7v-4c0-4-3-7-7-7H99V83c0-4-3-7-7-7h-4c-4%200-7%203-7%207z%22%20style%3D%22fill%3A%20rgb(156%2C%2054%2C%20181)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22currentColor%22%20d%3D%22M236.4%20178V34h21.7l49.7%20102%2049.8-102h21.7v144H357V85.8L312.8%20178h-9.6L259%2085.8V178z%22%20aria-label%3D%22M%22%20style%3D%22fill%3A%20rgb(156%2C%2054%2C%20181)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22currentColor%22%20d%3D%22M446.7%20180.9a57%2057%200%200%201-28.8-7.1%2050.5%2050.5%200%200%201-19.4-19.8c-4.6-8.3-7-18-7-28.9a64%2064%200%200%201%207-30.6A49.2%2049.2%200%200%201%20417.2%2074c8-4.8%2017.4-7.2%2028-7.2a46.4%2046.4%200%200%201%2046%2030%2075.8%2075.8%200%200%201%204.3%2033.8h-23.9v-9c0-11.6-2-20.2-6.2-25.6-4-5.4-10.5-8-19.2-8-9.9%200-17.2%203-21.9%209.1-4.8%206-7.2%2015-7.2%2026.7%200%2011%202.4%2019.4%207.2%2025.4q7.2%209%2021%209c5.8%200%2011-1.3%2015.2-4a26%2026%200%200%200%2010-11.4l23.7%207.2a47.7%2047.7%200%200%201-19.1%2022.7c-8.5%205.4-18%208-28.4%208zm-37.2-50.3v-18.2h74.2v18.3z%22%20aria-label%3D%22e%22%20style%3D%22fill%3A%20rgb(156%2C%2054%2C%20181)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22currentColor%22%20d%3D%22M556.8%20180.9c-9.9%200-18.5-2.5-26-7.5a49.6%2049.6%200%200%201-17.2-20.5%2066%2066%200%200%201-6.2-29c0-11%202-20.7%206.2-29.1A46.9%2046.9%200%200%201%20557.8%2067a42.6%2042.6%200%200%201%2041.6%2027.8%2075.5%2075.5%200%200%201%205.3%2029.2c0%2010.7-1.8%2020.3-5.3%2029-3.6%208.6-9%2015.4-16.1%2020.4-7.2%205-16%207.5-26.5%207.5m3.7-21.6c6.5%200%2011.7-1.5%2015.6-4.4%204-3%206.8-7.2%208.7-12.5a55.8%2055.8%200%200%200%202.7-18.4c0-7.2-.9-13.3-2.7-18.6a26.6%2026.6%200%200%200-8.5-12.4q-6-4.5-15-4.5a25.6%2025.6%200%200%200-25.3%2017.7%2050%2050%200%200%200-3%2017.8%2052%2052%200%200%200%203%2018c2%205.2%205%209.5%209%2012.6s9.2%204.7%2015.5%204.7m27%2018.6v-75.7h-3V34h24.3v144Z%22%20aria-label%3D%22d%22%20style%3D%22fill%3A%20rgb(156%2C%2054%2C%20181)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22currentColor%22%20d%3D%22M675.5%20181a44.8%2044.8%200%200%201-26.4-7.5%2045.5%2045.5%200%200%201-16-20.5%2075%2075%200%200%201-5.4-29c0-10.9%201.8-20.6%205.4-29.2A47%2047%200%200%201%20649%2074.4c7-5%2015.7-7.5%2026-7.5a46.2%2046.2%200%200%201%2043.8%2027.9%2066.1%2066.1%200%200%201%206.2%2029.1q0%2016.2-6%2029.1a50%2050%200%200%201-17.2%2020.5%2045%2045%200%200%201-26%207.5zm-52%2045V70h21.3v75.6h3v80.2zm48.4-66.6a24%2024%200%200%200%2015.4-4.8c4.1-3.1%207.1-7.4%209-12.7a52%2052%200%200%200%203-18q0-9.75-3-17.7c-2-5.5-5-9.7-9.2-12.8a25.5%2025.5%200%200%200-16-4.9%2024%2024%200%200%200-15%204.6%2025%2025%200%200%200-8.6%2012.3%2058%2058%200%200%200-2.7%2018.5c0%207%201%2013.2%202.7%2018.5a26%2026%200%200%200%208.7%2012.5c4%203%209.2%204.5%2015.8%204.5z%22%20aria-label%3D%22p%22%20style%3D%22fill%3A%20rgb(156%2C%2054%2C%20181)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22currentColor%22%20d%3D%22M737.3%20178V34h24v144z%22%20aria-label%3D%22l%22%20style%3D%22fill%3A%20rgb(156%2C%2054%2C%20181)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22currentColor%22%20d%3D%22M818.3%20180.2c-8%200-14.5-1.3-19.7-4a34.5%2034.5%200%200%201-12.4-10.2%2049.5%2049.5%200%200%201-7-13.2%2074.1%2074.1%200%200%201-3.4-23.4V69.2h24.5v51.9c0%203.3.2%207%20.7%2011.2.4%204.2%201.5%208.2%203.1%2012%201.8%203.9%204.3%207%207.6%209.4a23%2023%200%200%200%2013.8%203.8q4.5%200%209-1.5c4.5-1.5%205.7-2.8%208-5.1%202.6-2.5%204.6-5.9%206-10%201.5-4.4%202.2-9.8%202.2-16.4l14.3%206.2c0%209.2-1.8%2017.5-5.3%2025a42%2042%200%200%201-15.8%2017.8%2046%2046%200%200%201-25.6%206.7m35.3-3.2v-33.5h-3V69.2H875v108Z%22%20aria-label%3D%22u%22%20style%3D%22fill%3A%20rgb(156%2C%2054%2C%20181)%20!important%3B%22%2F%3E%3Cpath%20fill%3D%22currentColor%22%20d%3D%22M1020.5%20177.3v-65.7q0-11-5.4-17.2-5.5-6.4-14.9-6.4-6%200-10.5%202.8-4.5%202.6-7.2%207.8-2.7%205-2.7%2012.1l-10.7-6.3q0-11.1%205-19.7%205.2-8.5%2014-13.3%208.8-4.9%2019.6-4.9%2017.9%200%2027.3%2010.9%209.7%2010.6%209.7%2028.2v71.6zm-129.8%200v-108H912v33.4h3v74.4zm65.1%200V112q0-11.2-5.5-17.5-5.5-6.4-15-6.4-9.2%200-14.8%206.4-5.5%206.3-5.5%2016.3l-10.9-7.2q0-10.4%205.4-18.8%205-8.4%2014-13.2%208.8-5%2019.8-5%2012.1%200%2020.2%205.3%208.2%205.1%2012.1%2014%204.2%208.9%204.2%2020v71.4z%22%20aria-label%3D%22m%22%20style%3D%22fill%3A%20rgb(156%2C%2054%2C%20181)%20!important%3B%22%2F%3E%3C%2Fsvg%3E
- Favicon: https://www.medplum.com/favicon.ico
- Social card (og:image): https://www.medplum.com/img/medplum-og-cover-image.png

## UI Components

- buttonPrimary: background=#9C36B5, textColor=#FFFFFF, borderRadius=40px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#343A40, borderRadius=40px, shadow=rgba(229, 219, 255, 0.5) 0px 8px 16px 0px, rgba(229, 219, 255, 0.75) 0px -1px 16px 0px

## Brand Personality

Tone: professional · Energy: medium · Audience: healthcare professionals

## Medplum Brand in the Wild

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

- **PlumCon 2025 - Materials & Agenda | Medplum**
  - Image: https://www.medplum.com/assets/images/plumcon-2025-4-93476dc76c59097c25d4c7777ebc3bd1.jpg
  - Source: https://www.medplum.com/blog/plumcon-2025-materials
- **Blog | Medplum**
  - Image: https://github.com/everett-williams.png
  - Source: https://www.medplum.com/blog
- **Medplum**
  - Image: https://www.medplum.com/img/provider/medplum-provider-app-cover-image.webp
  - Source: https://www.medplum.com/
- **Medplum Year in Review 2025 | Medplum**
  - Image: https://www.medplum.com/assets/images/2025-in-review-6d8ddeed047fb6dccdc8cc3d39ee8a11.png
  - Source: https://www.medplum.com/blog/2025-year-in-review-medplum
- **FHIR + AI for Life Sciences | Medplum**
  - Image: https://i.ytimg.com/vi/akAtxHFPrX8/maxresdefault.jpg
  - Source: https://www.medplum.com/blog/fhir-ai-for-life-sciences
- **PlumCon 2025 - Materials & Agenda | Medplum**
  - Image: https://www.medplum.com/assets/images/plumcon-2025-1-950c3ed893e72a38f58018276ee8a1cb.jpg
  - Source: https://www.medplum.com/blog/plumcon-2025-materials

## 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": "Poppins",
      "role": "body"
    },
    {
      "family": "Roboto",
      "role": "unknown"
    },
    {
      "family": "Noto Sans",
      "role": "unknown"
    },
    {
      "family": "Ubuntu",
      "role": "unknown"
    },
    {
      "family": "Cantarell",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#9C36B5",
    "secondary": "#EDDEFF",
    "accent": "#9C36B5",
    "background": "#666666",
    "textPrimary": "#666666",
    "link": "#868E96"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Poppins",
      "heading": "Poppins"
    },
    "fontStacks": {
      "heading": [
        "Poppins",
        "sans-serif"
      ],
      "body": [
        "Poppins",
        "sans-serif"
      ],
      "paragraph": [
        "Poppins",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "56px",
      "h2": "40px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "12px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#9C36B5",
      "textColor": "#FFFFFF",
      "borderRadius": "40px",
      "borderRadiusCorners": {
        "topLeft": "40px",
        "topRight": "40px",
        "bottomRight": "40px",
        "bottomLeft": "40px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#343A40",
      "borderRadius": "40px",
      "borderRadiusCorners": {
        "topLeft": "40px",
        "topRight": "40px",
        "bottomRight": "40px",
        "bottomLeft": "40px"
      },
      "shadow": "rgba(229, 219, 255, 0.5) 0px 8px 16px 0px, rgba(229, 219, 255, 0.75) 0px -1px 16px 0px"
    }
  },
  "images": {
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      }
    },
    "buttonClassification": {
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}
```