# Upwave Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #005EFF |
| Accent | #627183 |
| Body Font | Lato |
| Heading Font | Lato |

## Color Palette

- primary: #005EFF
- secondary: #4E61CD
- accent: #627183
- background: #FFFFFF
- textPrimary: #627183
- link: #627183

## Typography

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

## Visual Assets

- Logo: https://www.upwave.com/wp-content/uploads/2024/11/Logo.svg
- Favicon: https://www.upwave.com/wp-content/uploads/2021/12/Fav-1.png
- Social card (og:image): https://www.upwave.com/wp-content/uploads/2021/12/Frame-5.jpg

## Brand Personality

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

## Upwave Brand in the Wild

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

- **Upwave**
  - Image: https://cdn2.hubspot.net/hubfs/4809496/Imported_Blog_Media/Image+uploaded+from+iOS+(14).jpg
  - Source: https://www.upwave.com/upwave-recognized-for-leadership-in-employing-people-with-developmental-disabilities/
- **7 outstanding tech tools for PR pros - PR Daily - Upwave. Bring Science to  Top-of-Funnel.**
  - Image: https://www.upwave.com/wp-content/uploads/2022/03/tech_pr_tools-1.jpeg
  - Source: https://www.upwave.com/presspost/7-outstanding-tech-tools-for-pr-pros-pr-daily/
- **A Costly Ad Measurement Mistake and How to Avoid it - Upwave. Bring Science  to Top-of-Funnel.**
  - Image: https://cdn2.hubspot.net/hubfs/4809496/AdobeStock_138599375%20(1)-1.jpeg
  - Source: https://www.upwave.com/a-costly-ad-measurement-mistake-and-how-to-avoid-it/
- **Introducing Real Time+ Norms: Brand Campaign Benchmarks with Baselines -  Upwave. Bring Science to Top-of-Funnel.**
  - Image: https://www.upwave.com/wp-content/uploads/2021/06/macbook-laptop-transparent-upwave-RTNPlus.png
  - Source: https://www.upwave.com/introducing-real-time-norms-brand-campaign-benchmarks-with-baselines/
- **Campaign and Portfolio Views - Upwave. Bring Science to Top-of-Funnel.**
  - Image: https://www.upwave.com/wp-content/uploads/2023/03/Upwave_Blog_Portfolio_Announcement_big-1.png
  - Source: https://www.upwave.com/campaign-portfolio-views/
- **For Publishers and Platforms 2 - Upwave. Bring Science to Top-of-Funnel.**
  - Image: https://www.upwave.com/wp-content/uploads/2022/03/Above-the-Fold-Cascade.png
  - Source: https://www.upwave.com/publishers_platforms2/

## 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": "Lato",
      "role": "body"
    },
    {
      "family": "Helvetica Neue",
      "role": "body"
    },
    {
      "family": "Roboto",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#005EFF",
    "secondary": "#4E61CD",
    "accent": "#627183",
    "background": "#FFFFFF",
    "textPrimary": "#627183",
    "link": "#627183"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Lato",
      "heading": "Lato"
    },
    "fontStacks": {
      "heading": [
        "Lato",
        "sans-serif"
      ],
      "body": [
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Oxygen-Sans",
        "Ubuntu",
        "Cantarell",
        "Helvetica Neue",
        "sans-serif"
      ],
      "paragraph": [
        "Lato",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "55px",
      "h2": "36px",
      "body": "20px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {},
  "images": {
    "logo": "https://www.upwave.com/wp-content/uploads/2024/11/Logo.svg",
    "favicon": "https://www.upwave.com/wp-content/uploads/2021/12/Fav-1.png",
    "ogImage": "https://www.upwave.com/wp-content/uploads/2021/12/Frame-5.jpg",
    "logoHref": "https://www.upwave.com/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, medium-sized, and links to the homepage, matching the brand 'Upwave' from the URL and page title.",
    "confidence": 0.85,
    "source": "llm"
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "business professionals"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0,
    "colors": 0.9,
    "overall": 0.45
  },
  "__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, matching the brand 'Upwave' from the URL and page title.",
        "confidence": 0.85
      }
    },
    "buttonClassification": {
      "llmCalled": false,
      "llmSucceeded": false
    }
  }
}
```