Brightwheel Brand Identity

A complete profile of Brightwheel's visual system — colors, typography, components, and personality.

Quick Facts

Color Palette

• primary: #37458A
• secondary: #6476FF
• accent: #5463D6
• background: #FFFFFF
• textPrimary: #5463D6
• link: #5463D6

Typography

• primary: Helvetica Neue — https://fonts.google.com/specimen/Helvetica+Neue
• heading: AvenirNext — https://fonts.google.com/specimen/AvenirNext

Visual Assets

• Logo:
• Favicon:
• Social card (og:image):

UI Components

• buttonPrimary: background=#5463D6, textColor=#FFFFFF, borderRadius=0px, shadow=none
• buttonSecondary: background=#FFFFFF, textColor=#6476FF, borderColor=#6476FF, borderRadius=8px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: childcare providers and administrators

Brightwheel Brand in the Wild

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

• 3 Year Old preschools & child care in Silver Spring | brightwheel

  Source: https://mybrightwheel.com/search/silver-spring/3-year-old

• Childcare Blog Tips: How to Write Content Parents Actually Read

  Source: https://mybrightwheel.com/blog/childcare-blog-tips

• Kiddie Academy Of Bee Cave | Austin | brightwheel

  Source: https://mybrightwheel.com/search/austin/kiddie-academy-of-bee-cave-44121

• Brightwheel blog | Resources for child care and early education

  Source: https://mybrightwheel.com/blog

• How Laurel Heights Weekday School Stays Connected with 125+ Families During the COVID-19 Crisis

  Source: https://mybrightwheel.com/blog/case-study-laurel-heights

• What to Ask on a Daycare Center Tour

  Source: https://mybrightwheel.com/blog/what-to-ask-on-a-daycare-center-tour

Working with these 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 and copy out the matching @font-face declarations. Rewrite each src: url(...) to point to your local file path.

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

{
 "colorScheme": "light",
 "fonts": [
 {"family": "Helvetica Neue", "role": "body"},
 {"family": "AvenirNext", "role": "heading"},
 {"family": "Roboto", "role": "unknown"}
 ],
 "colors": {
 "primary": "#37458A",
 "secondary": "#6476FF",
 "accent": "#5463D6",
 "background": "#FFFFFF",
 "textPrimary": "#5463D6",
 "link": "#5463D6"
 },
 "typography": {
 "fontFamilies": {
 "primary": "Helvetica Neue",
 "heading": "AvenirNext"
 },
 "fontStacks": {
 "heading": ["AvenirNext", "Helvetica Neue", "helvetica", "arial", "sans-serif"],
 "body": ["system-ui", "-apple-system", "Segoe UI", "Roboto", "Helvetica Neue", "Arial", "Noto Sans", "Liberation Sans", "sans-serif", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"],
 "paragraph": ["AvenirNext", "Helvetica Neue", "helvetica", "arial", "sans-serif"]
 },
 "fontSizes": {
 "h1": "24px",
 "h2": "55px",
 "body": "16px"
 }
 },
 "spacing": {
 "baseUnit": 4,
 "borderRadius": "8px"
 },
 "components": {
 "buttonPrimary": {
 "background": "#5463D6",
 "textColor": "#FFFFFF",
 "borderRadius": "0px",
 "shadow": "none"
 },
 "buttonSecondary": {
 "background": "#FFFFFF",
 "textColor": "#6476FF",
 "borderColor": "#6476FF",
 "borderRadius": "8px",
 "shadow": "none"
 }
 },
 "images": {
 "logo": "https://mybrightwheel.com/wp-content/themes/_brightwheel/img/brightwheel-logo-white.svg",
 "favicon": "https://mybrightwheel.com/wp-content/uploads/fbrfg/apple-touch-icon.png",
 "ogImage": "https://mybrightwheel.com/wp-content/uploads/2026/01/OG_BW.png",
 "logoHref": "https://mybrightwheel.com",
 "logoAlt": "brightwheel logo"
 },
 "personality": {
 "tone": "professional",
 "energy": "medium",
 "targetAudience": "childcare providers and administrators"
 },
 "designSystem": {
 "framework": "bootstrap",
 "componentLibrary": ""
 },
 "confidence": {
 "buttons": 0.95,
 "colors": 0.9,
 "overall": 0.925
 }
}