UpKeep Brand: Colors, Fonts, Logo & Visual Identity
UpKeep Brand Identity
A complete profile of UpKeep's visual system — colors, typography, components, and personality — extracted from https://www.upkeep.com/. Built for designers, agents, and AI tools.
Copy Page
Copy Agent Instructions Download JSON
Primary
#1269EC
Accent
#1269EC
Body Font
Poppins
Heading
Poppins
Color Palette
Brand palette extracted from https://www.upkeep.com/.
primary
#1269EC
rgb(18, 105, 236)
secondary
#355168
rgb(53, 81, 104)
accent
#1269EC
rgb(18, 105, 236)
background
#DFE3E6
rgb(223, 227, 230)
textPrimary
#071621
rgb(7, 22, 33)
link
#071621
rgb(7, 22, 33)
Typography
Each font links to its Google Fonts page where available.
primary
Poppins
Poppins Google Fonts →
heading
Poppins
Poppins Google Fonts →
Poppins, sans-serif
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.
Visual Assets
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Logo
Favicon
Social Card
UI Components
Live previews rendered using UpKeep's actual button styles.
Input
input
background#081A28textColor#BECEDCborderColor#9AACBEborderRadius9999pxshadowrgba(16, 24, 40, 0.05) 0px 1px 2px 0px
Button Primary
buttonPrimary
background#1269ECtextColor#FFFFFFborderColor#1269ECborderRadius72pxshadowrgba(8, 26, 40, 0.05) 0px 1px 2px 0px
Button Secondary
buttonSecondary
background#FFFFFFtextColor#071621borderColor#1269ECborderRadius72pxshadowrgba(8, 26, 40, 0.05) 0px 1px 2px 0px
Brand Personality
Tone: professionalEnergy: mediumAudience: maintenance professionals and businesses
UpKeep Brand in the Wild
Real-world brand assets — ads, campaigns, and marketing materials.
Image: datocms-assets.com
Source: upkeep.com
Image: datocms-assets.com
Source: upkeep.com
Image: datocms-assets.com
Source: upkeep.com
Image: i.ytimg.com
Source: upkeep.com
Image: datocms-assets.com
Source: upkeep.com
Image: datocms-assets.com
Source: upkeep.com
Frequently Asked Questions
What is UpKeep's primary brand color?
UpKeep's primary brand color is #1269EC. It anchors the visual identity across their website, product UI, and marketing materials.
What font does UpKeep use?
UpKeep uses Poppins as the primary typeface across body and headings.
Does UpKeep use a light or dark theme?
UpKeep's primary site uses a light color scheme, with a background of #DFE3E6.
Where can I find UpKeep's logo?
UpKeep's logo is available directly on their site (https://www.upkeep.com/). The current logo URL is included in the machine-readable JSON profile linked above.
How was this brand profile generated?
This profile was extracted from https://www.upkeep.com/ using the Firecrawl branding extraction API, which inspects the live page's CSS, fonts, color tokens, and component styles. It is not affiliated with or endorsed by UpKeep.
Methodology
Brand data on this page was extracted from https://www.upkeep.com/ on 2026-07-27 using the Firecrawl branding extraction API, which inspects each site's live CSS, font network requests, color tokens, and component styles. Brand-in-the-wild images were sourced via Google Image Search restricted to ad/webinar/report queries and link out to their original third-party publishers; we link to the source rather than re-hosting third-party content. This page is published by CharacterQuilt and is not affiliated with or endorsed by UpKeep.
Machine-Readable Profile
Direct endpoints for agents, designers, and tooling. No login or auth required.
GET /branding/upkeep.json GET /branding/upkeep/llms.txt
{
"colorScheme": "light",
"fonts": [\
{\
"family": "Poppins",\
"role": "body"\
}\
],
"colors": {
"primary": "#1269EC",
"secondary": "#355168",
"accent": "#1269EC",
"background": "#DFE3E6",
"textPrimary": "#071621",
"link": "#071621"
},
"typography": {
"fontFamilies": {
"primary": "Poppins",
"heading": "Poppins"
},
"fontStacks": {
"heading": [\
"Poppins",\
"sans-serif"\
],
"body": [\
"Poppins",\
"sans-serif"\
],
"paragraph": [\
"Poppins",\
"sans-serif"\
]
},
"fontSizes": {
"h1": "60px",
"h2": "48px",
"body": "20px"
}
},
"spacing": {
"baseUnit": 4,
"borderRadius": "8px"
},
"components": {
"input": {
"background": "#081A28",
"textColor": "#BECEDC",
"borderColor": "#9AACBE",
"borderRadius": "9999px",
"borderRadiusCorners": {
"topLeft": "9999px",
"topRight": "9999px",
"bottomRight": "9999px",
"bottomLeft": "9999px"
},
"shadow": "rgba(16, 24, 40, 0.05) 0px 1px 2px 0px"
},
"buttonPrimary": {
"background": "#1269EC",
"textColor": "#FFFFFF",
"borderColor": "#1269EC",
"borderRadius": "72px",
"borderRadiusCorners": {
"topLeft": "72px",
"topRight": "72px",
"bottomRight": "72px",
"bottomLeft": "72px"
},
"shadow": "rgba(8, 26, 40, 0.05) 0px 1px 2px 0px"
},
"buttonSecondary": {
"background": "#FFFFFF",
"textColor": "#071621",
"borderColor": "#1269EC",
"borderRadius": "72px",
"borderRadiusCorners": {
"topLeft": "72px",
"topRight": "72px",
"bottomRight": "72px",
"bottomLeft": "72px"
},
"shadow": "rgba(8, 26, 40, 0.05) 0px 1px 2px 0px"
}
},
"images": {
"logo": 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"favicon": "https://upkeep.com/favicon-32x32.png?v=ca523e9b48d4a77251d82a0bb7d021c9",
"ogImage": "/static/UpKeep_Feature@2x-d036c046c1e1e066da62e77cfb8299b5.png",
"logoHref": "/"
},
"__llm_logo_reasoning": {
"selectedIndex": 0,
"reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand inferred from the URL and page title.",
"confidence": 0.9,
"source": "llm"
},
"__llm_button_reasoning": {
"primary": {
"index": 0,
"text": "Start a Free Trial",
"reasoning": "Button #0 'Start a Free Trial' uses the vibrant brand color #1269EC, making it the most prominent CTA."
},
"secondary": {
"index": 1,
"text": "Try for free",
"reasoning": "Button #1 'Try for free' has a different background color (#FFFFFF) and serves as a secondary action with a border that matches the brand color."
},
"confidence": 0.95
},
"personality": {
"tone": "professional",
"energy": "medium",
"targetAudience": "maintenance professionals and businesses"
},
"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 matches the brand inferred from the URL and page title.",
"confidence": 0.9
}
},
"buttonClassification": {
"llmCalled": true,
"llmSucceeded": true
}
}
}
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