# Upstream Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #BFCADC |
| Accent | #BFCADC |
| Body Font | Inter |
| Heading Font | TT Commons Pro Trial |

## Color Palette

- primary: #BFCADC
- secondary: #001423
- accent: #BFCADC
- background: #FFFFFF
- textPrimary: #000000
- link: #0000EE

## Typography

- primary: Inter — https://fonts.google.com/specimen/Inter
- heading: TT Commons Pro Trial — https://fonts.google.com/specimen/TT+Commons+Pro+Trial

## Visual Assets

- Logo: https://framerusercontent.com/images/DrULdMF08SD3tFxZET3f4a6bvfE.svg?width=1515&height=298
- Favicon: https://framerusercontent.com/images/Pl7PUhW6GIt6eumE6hy3eKACaA.png
- Social card (og:image): https://framerusercontent.com/images/Om8dUVi5KfLVJmZUWq5M7GzCRA.png

## UI Components

- buttonPrimary: background=#BFCADC, textColor=#0000EE, borderRadius=26px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#0000EE, borderRadius=16px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: tech-savvy professionals

## Upstream Brand in the Wild

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

- **Upstream**
  - Image: https://app.upstream.do/images/secondary_logo.png
  - Source: https://app.upstream.do/
- **Upstream**
  - Image: https://app.upstream.do/images/og-preview.png
  - Source: https://app.upstream.do/
- **Upstream (1927) - IMDb**
  - Image: https://m.media-amazon.com/images/M/MV5BYzRkZjYxODUtOWQ4Ny00MDI2LWExMWEtMjdjOWNjMTY3YTM3XkEyXkFqcGc@._V1_FMjpg_UX1000_.jpg
  - Source: https://www.imdb.com/title/tt0018530/
- **Upstream's New 2024 Automotive Cybersecurity Report is Officially Released  - Upstream Security**
  - Image: https://upstream.auto/wp-content/uploads/2024/02/2024-Report-PR-2120-%C3%97-600-px.png
  - Source: https://upstream.auto/press-releases/upstream-releases-new-2024-global-automotive-cybersecurity-report/
- **Upstream Landing Page - Heath Brothers Heath Brothers**
  - Image: https://heathbrothers.com/wp-content/uploads/2019/11/Upstream-left-facing-853x1024.png
  - Source: https://heathbrothers.com/intl-upstream-landing-page/
- **CTV Should Be Automated – But It Doesn't Need To Be Programmatic |  AdExchanger**
  - Image: https://www.adexchanger.com/wp-content/uploads/2026/02/NASDAQ_MOCKUP_Square-1024x1024.jpeg
  - Source: https://www.adexchanger.com/tv/ctv-should-be-automated-but-it-doesnt-need-to-be-programmatic/

## 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": "TT Commons Pro Trial",
      "role": "heading"
    },
    {
      "family": "Archivo",
      "role": "unknown"
    },
    {
      "family": "Gustavo_trial Bold",
      "role": "display"
    }
  ],
  "colors": {
    "primary": "#BFCADC",
    "secondary": "#001423",
    "accent": "#BFCADC",
    "background": "#FFFFFF",
    "textPrimary": "#000000",
    "link": "#0000EE"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Inter",
      "heading": "TT Commons Pro Trial"
    },
    "fontStacks": {
      "heading": [
        "Gustavo_trial Bold",
        "sans-serif"
      ],
      "body": [
        "sans-serif"
      ],
      "paragraph": [
        "Archivo",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "44px",
      "h2": "48px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "10px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#BFCADC",
      "textColor": "#0000EE",
      "borderRadius": "26px",
      "borderRadiusCorners": {
        "topLeft": "26px",
        "topRight": "26px",
        "bottomRight": "26px",
        "bottomLeft": "26px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#0000EE",
      "borderRadius": "16px",
      "borderRadiusCorners": {
        "topLeft": "16px",
        "topRight": "16px",
        "bottomRight": "16px",
        "bottomLeft": "16px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://framerusercontent.com/images/DrULdMF08SD3tFxZET3f4a6bvfE.svg?width=1515&height=298",
    "favicon": "https://framerusercontent.com/images/Pl7PUhW6GIt6eumE6hy3eKACaA.png",
    "ogImage": "https://framerusercontent.com/images/Om8dUVi5KfLVJmZUWq5M7GzCRA.png",
    "logoHref": "./"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, medium-sized, and links to the homepage, aligning with the brand 'Upstream'.",
    "confidence": 0.85,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Sign Up",
      "reasoning": "Button #0 has a distinct blue background (#BFCADC) which stands out as the primary CTA. The text 'Sign Up' is action-oriented, making it a strong candidate for the primary button."
    },
    "secondary": {
      "index": 1,
      "text": "Sign Up with Gmail",
      "reasoning": "Button #1 has a white background (#FFFFFF) and offers an alternative sign-up method ('Sign Up with Gmail'), making it suitable as a secondary option."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "tech-savvy professionals"
  },
  "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, medium-sized, and links to the homepage, aligning with the brand 'Upstream'.",
        "confidence": 0.85
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```