Keeper Brand Identity

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

Quick Facts

Color Palette

• primary: #000A2C
• secondary: #D6E0FF
• accent: #001149
• background: #FFFFFF
• textPrimary: #001149
• link: #001149

Typography

• primary: Arial — https://fonts.google.com/specimen/Arial
• heading: F37blanka — https://fonts.google.com/specimen/F37blanka

Visual Assets

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

UI Components

• buttonPrimary: background=#001149, textColor=#FFFFFF, borderColor=#001149, borderRadius=8px, shadow=none
• buttonSecondary: background=#F2F6FF, textColor=#001149, borderRadius=0px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: individuals and small businesses needing tax assistance

Keeper Brand in the Wild

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

• The Benefits of 1099 Work: How to Know if It's Right for You
  • Image:
  • Source: Link
• 27 Tax Write-Offs for Bloggers
  • Image:
  • Source: Link
• What Is An S-Corp And Should I Start One?
  • Image: .png)
  • Source: Link
• 27 Tax Write-Offs for Bloggers
  • Image:
  • Source: Link
• Consultation with a tax pro
  • Image:
  • Source: Link
• 27 Tax Write-Offs for Bloggers
  • Image:
  • Source: Link

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

{
 "colorScheme": "light",
 "fonts": [
 {"family": "F37blanka", "role": "heading"},
 {"family": "Arial", "role": "body"}
 ],
 "colors": {
 "primary": "#000A2C",
 "secondary": "#D6E0FF",
 "accent": "#001149",
 "background": "#FFFFFF",
 "textPrimary": "#001149",
 "link": "#001149"
 },
 "typography": {
 "fontFamilies": {
 "primary": "Arial",
 "heading": "F37blanka"
 },
 "fontStacks": {
 "heading": ["F37blanka", "Arial", "sans-serif"],
 "body": ["F37blanka", "Arial", "sans-serif"],
 "paragraph": ["F37blanka", "Arial", "sans-serif"]
 },
 "fontSizes": {
 "h1": "62px",
 "h2": "52px",
 "body": "24px"
 }
 },
 "spacing": {
 "baseUnit": 4,
 "borderRadius": "10px"
 },
 "components": {
 "buttonPrimary": {
 "background": "#001149",
 "textColor": "#FFFFFF",
 "borderColor": "#001149",
 "borderRadius": "8px",
 "borderRadiusCorners": {
 "topLeft": "8px",
 "topRight": "8px",
 "bottomRight": "8px",
 "bottomLeft": "8px"
 },
 "shadow": "none"
 },
 "buttonSecondary": {
 "background": "#F2F6FF",
 "textColor": "#001149",
 "borderRadius": "0px",
 "borderRadiusCorners": {
 "topLeft": "0px",
 "topRight": "0px",
 "bottomRight": "0px",
 "bottomLeft": "0px"
 },
 "shadow": "none"
 }
 },
 "images": {
 "logo": "https://cdn.prod.website-files.com/5cdcb07b95678daa55f2bd83/632a98a2fe442d754d05d845_Logo.svg",
 "favicon": "https://cdn.prod.website-files.com/5cdcb07b95678daa55f2bd83/65403fe33b79c88541d6b174_Group%20383.png",
 "ogImage": "https://cdn.prod.website-files.com/5cdcb07b95678daa55f2bd83/69740f084edcbab5822a7784_linkinbio-final.png"
 },
 "personality": {
 "tone": "professional",
 "energy": "medium",
 "targetAudience": "individuals and small businesses needing tax assistance"
 },
 "designSystem": {
 "framework": "custom",
 "componentLibrary": ""
 },
 "confidence": {
 "buttons": 0.95,
 "colors": 0.9,
 "overall": 0.925
 }
}