# SmartPath Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #FFC107 |
| Accent | #FFC107 |
| Body Font | Sofia Pro |
| Heading Font | Sofia Pro |

## Color Palette

- primary: #FFC107
- secondary: #C6EC32
- accent: #FFC107
- background: #FFFFFF
- textPrimary: #213452
- link: #213452

## Typography

- primary: Sofia Pro — https://fonts.google.com/specimen/Sofia+Pro
- heading: Sofia Pro — https://fonts.google.com/specimen/Sofia+Pro

## Visual Assets

- Logo: https://cdn.prod.website-files.com/64f205445005fd88ad5ca350/651b212262cb88823df6258b_smartpath-logo.svg
- Favicon: https://cdn.prod.website-files.com/64f205445005fd88ad5ca350/64fb8c256f7b21fc591433c4_favicon-smartpath.svg
- Social card (og:image): https://cdn.prod.website-files.com/64f205445005fd88ad5ca350/6500b318283ad6f18b0b8f6d_opengraph.webp

## UI Components

- buttonPrimary: background=#FFC107, textColor=#213452, borderRadius=12px, shadow=none
- buttonSecondary: background=#6126DE, textColor=#FFFFFF, borderRadius=12px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: individuals seeking financial education

## SmartPath Brand in the Wild

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

- **Interview with SmartPath COO, Stuart Lawder | SmartPath**
  - Image: https://cdn.prod.website-files.com/6500a96b633839e2c9f9f336/651b233b3e6735de5123b21b_Blog_Image_FinancialWellness.jpg
  - Source: https://www.joinsmartpath.com/blog/interview-with-stuart-smartpath-coo
- **News & Press | SmartPath**
  - Image: https://cdn.prod.website-files.com/6500a96b633839e2c9f9f336/65dfabc55218139c34abf771_Press%20Release_2024_Inc%20Regionals.png
  - Source: https://www.joinsmartpath.com/news-press
- **Blog | SmartPath**
  - Image: https://cdn.prod.website-files.com/6500a96b633839e2c9f9f336/679109f18d7af08a89d83721_Blog_FinancialTrend_2025_Resize_1.png
  - Source: https://www.joinsmartpath.com/blog
- **Participant Education: Do-It-Yourself or Outsource It? | SmartPath Content**
  - Image: https://cdn.prod.website-files.com/6500a96b633839e2c9f9f336/655d197fe39216b007dd2d9c_Screenshot%202023-11-21%20at%2012.56.00%E2%80%AFPM.png
  - Source: https://www.joinsmartpath.com/content/participant-education-do-it-yourself-or-outsource-it
- **5 Steps to Combat Wealth Inequality | SmartPath**
  - Image: https://cdn.prod.website-files.com/6500a96b633839e2c9f9f336/66e3293b0b59fb2e66d0a432_66e3292cff2becfac8edb3fe_Blog_Wealth%2520Gap_2.jpeg
  - Source: https://www.joinsmartpath.com/blog/5-steps-to-combat-wealth-inequality
- **Budgeting with Broke Betty | SmartPath**
  - Image: https://cdn.prod.website-files.com/6500a96b633839e2c9f9f336/66e9a9c3e18aa9bfc3c11de4_66e9a9932d57a8046e316c86_Blog_BrokeBetty_2.jpeg
  - Source: https://www.joinsmartpath.com/blog/1-budgeting-with-broke-betty

## 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": "Sofia Pro",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#FFC107",
    "secondary": "#C6EC32",
    "accent": "#FFC107",
    "background": "#FFFFFF",
    "textPrimary": "#213452",
    "link": "#213452"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Sofia Pro",
      "heading": "Sofia Pro"
    },
    "fontStacks": {
      "heading": [
        "Sofia Pro",
        "sans-serif"
      ],
      "body": [
        "Sofia Pro",
        "sans-serif"
      ],
      "paragraph": [
        "Sofia Pro",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "69.6px",
      "h2": "56px",
      "body": "20px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "12px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#FFC107",
      "textColor": "#213452",
      "borderRadius": "12px",
      "borderRadiusCorners": {
        "topLeft": "12px",
        "topRight": "12px",
        "bottomRight": "12px",
        "bottomLeft": "12px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#6126DE",
      "textColor": "#FFFFFF",
      "borderRadius": "12px",
      "borderRadiusCorners": {
        "topLeft": "12px",
        "topRight": "12px",
        "bottomRight": "12px",
        "bottomLeft": "12px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.prod.website-files.com/64f205445005fd88ad5ca350/651b212262cb88823df6258b_smartpath-logo.svg",
    "favicon": "https://cdn.prod.website-files.com/64f205445005fd88ad5ca350/64fb8c256f7b21fc591433c4_favicon-smartpath.svg",
    "ogImage": "https://cdn.prod.website-files.com/64f205445005fd88ad5ca350/6500b318283ad6f18b0b8f6d_opengraph.webp",
    "logoHref": "/",
    "logoAlt": "SmartPath Logo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 9,
    "reasoning": "Selected #9 because it is visible, medium-sized, located in the body but links to the homepage, and has alt text matching the brand 'SmartPath'.",
    "confidence": 0.85,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Schedule A Demo",
      "reasoning": "Button #0 ('Schedule A Demo') uses a vibrant brand color (#FFC107) and has action-oriented text, making it a strong candidate for the primary CTA."
    },
    "secondary": {
      "index": 5,
      "text": "Learn More",
      "reasoning": "Button #5 ('Learn More') uses a different vibrant color (#6126DE) and serves as a secondary action, complementing the primary CTA."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "individuals seeking financial education"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.9,
    "overall": 0.9
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 9,
        "selectedLogoReasoning": "Selected #9 because it is visible, medium-sized, located in the body but links to the homepage, and has alt text matching the brand 'SmartPath'.",
        "confidence": 0.85
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```