# Understood Care Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #444C99 |
| Accent | #FCD303 |
| Body Font | Inter |
| Heading Font | Montserrat |

## Color Palette

- primary: #444C99
- secondary: #FFF0B1
- accent: #FCD303
- background: #FFFFFF
- textPrimary: #36383D
- link: #FCD303

## Typography

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

## Visual Assets

- Logo: https://cdn.prod.website-files.com/68068c5e59be87abb54147aa/6968352c4849cd5507cb9f0d_Logo%205.avif
- Favicon: https://cdn.prod.website-files.com/68068c5e59be87abb54147aa/6807c6f1941d010ad4100479_32.png
- Social card (og:image): https://cdn.prod.website-files.com/68068c5e59be87abb54147aa/6887c54c3013ea38603b90b0_Share%20Image.png

## UI Components

- buttonPrimary: background=#444C99, textColor=#FFFFFF, borderColor=#535CB8, borderRadius=48px, shadow=none
- buttonSecondary: background=#FFF0B1, textColor=#36383D, borderRadius=0px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: seniors and caregivers seeking Medicare support

## Understood Care Brand in the Wild

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

- **Mobility Equipment**
  - Image: https://cdn.prod.website-files.com/68068c5e59be87abb54147aa/68c0801a97e5cce3cfb23811_20200217_200434_IMG_1653.JPG.webp
  - Source: https://understoodcare.com/uc-care-types/mobility-equipment
- **Articles**
  - Image: https://cdn.prod.website-files.com/68068c5e59be87abb54147b4/69ba2f09b2613725e5c576d9_GettyImages-1380716338.jpg
  - Source: https://understoodcare.com/articles
- **Home Care**
  - Image: https://cdn.prod.website-files.com/68068c5e59be87abb54147aa/68d1877b96fd81da832aa497_IMG_0956.webp
  - Source: https://understoodcare.com/uc-care-types/home-care
- **Home Care**
  - Image: https://cdn.prod.website-files.com/68068c5e59be87abb54147aa/68d19b9e82ba528c8fd29a12_image%20(2).webp
  - Source: https://understoodcare.com/uc-care-types/home-care
- **Pet-friendly Housing**
  - Image: https://cdn.prod.website-files.com/68068c5e59be87abb54147aa/684c87d43897cec6be3697f3_Spinner.gif
  - Source: https://understoodcare.com/uc-care-types/housing-with-a-pet
- **Articles**
  - Image: https://cdn.prod.website-files.com/68068c5e59be87abb54147b4/69ba35429affdeb68f841c90_10-Benefits-of-Safe-Transportation-for-Seniors.jpg
  - Source: https://understoodcare.com/articles

## 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": "Inter",
      "role": "body"
    },
    {
      "family": "Montserrat",
      "role": "heading"
    },
    {
      "family": "Merriweather",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#444C99",
    "secondary": "#FFF0B1",
    "accent": "#FCD303",
    "background": "#FFFFFF",
    "textPrimary": "#36383D",
    "link": "#FCD303"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Inter",
      "heading": "Montserrat"
    },
    "fontStacks": {
      "heading": [
        "Merriweather",
        "serif"
      ],
      "body": [
        "Montserrat",
        "sans-serif"
      ],
      "paragraph": [
        "Inter",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "68px",
      "h2": "51px",
      "body": "12px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "32px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#444C99",
      "textColor": "#FFFFFF",
      "borderColor": "#535CB8",
      "borderRadius": "48px",
      "borderRadiusCorners": {
        "topLeft": "48px",
        "topRight": "48px",
        "bottomRight": "48px",
        "bottomLeft": "48px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFF0B1",
      "textColor": "#36383D",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.prod.website-files.com/68068c5e59be87abb54147aa/6968352c4849cd5507cb9f0d_Logo%205.avif",
    "favicon": "https://cdn.prod.website-files.com/68068c5e59be87abb54147aa/6807c6f1941d010ad4100479_32.png",
    "ogImage": "https://cdn.prod.website-files.com/68068c5e59be87abb54147aa/6887c54c3013ea38603b90b0_Share%20Image.png",
    "logoHref": "/",
    "logoAlt": "Understood Care Logo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 1,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and the alt text matches the brand 'Understood Care'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get Started with Understood Care",
      "reasoning": "Button #0 is the primary CTA because it uses a vibrant brand color (#444C99) and has action-oriented text 'Get Started with Understood Care', which aligns with the site's main service offering."
    },
    "secondary": {
      "index": 10,
      "text": "Find an Advocate",
      "reasoning": "Button #11 is selected as secondary because it uses a different vibrant color (#FFF0B1) and offers a supportive action 'Find an Advocate', which complements the primary CTA."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "seniors and caregivers seeking Medicare support"
  },
  "designSystem": {
    "framework": "custom",
    "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 the alt text matches the brand 'Understood Care'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```