04
Sub-brands — one parent,
one product, one rule.
Beora is the company and the agent. CareWiki is a product —
the LLM-Wiki for behavioral health that the agent reads from. They share the
same color palette and the same mono. They part ways on type, voice, and posture:
Beora is warm and italic; CareWiki is upright and clinical.
Hierarchy · lockups · co-presence · rules · surfaces
04.1
Hierarchy parent · product
PARENT — THE COMPANY & THE AGENT
beora.
— a kinder kind of attention.
USED FOR · the company, the agent, the consumer app
VOICE · warm, plain, calm
TYPE · Gambarino italic
·
PRODUCT — THE KNOWLEDGE LAYER
carewiki
— the LLM-Wiki the agent reads from.
USED FOR · clinical reference, dimension articles, citations
VOICE · upright, citational, clinical
TYPE · Space Grotesk + Newsreader
by beora
The relationship is endorsed-product, not endorsed-product-on-equal-footing. CareWiki always carries the “by beora” line in formal lockups. Beora never carries a “with CareWiki” line — the parent doesn’t take billing from the product.
04.2
How they differ side-by-side spec
PURPOSE
The agent — listens, drafts, escalates.
The reference — articles, dimensions, citations.
AUDIENCE
Care team, residents, families.
Clinicians, researchers, the agent itself.
TYPE — DISPLAY
Gambarino italic
DISPLAY · WORDMARK · WARM HEADLINES
Space Grotesk
UPRIGHT · WORDMARK · ARTICLE HEADINGS
TYPE — BODY
Space Grotesk for UI — buttons, labels, cards.
Newsreader for the agent’s drafts — the warm voice.
Newsreader is the dominant body — wiki articles run long.
SERIF · 17–19 PX · 1.55 LEADING
ACCENT
Iodine — agent / live / draft.
Iodine-700 — citation links, revision marks (no fill, no glow).
CORAL USE
Mascot, escalation, the human moment.
None. CareWiki has no mascot. Critical-callouts only.
VOICE
"Rita had a rough night — here's what I drafted."
"Persistent post-midnight systolic excursion above 160 mmHg in adults >75 is a leading indicator of CV-event risk."
CHROME
Bone page, ink linework, rounded mascot moments.
Bone page, ink linework, no mascot, more rules and dividers.
04.3
Approved CareWiki lockups L · 01–04
L · 01 stacked is canon — use it on covers, splash screens, login, the masthead. L · 02 inline is for nav and headers. L · 03 standalone is allowed only when the user is clearly inside Beora's surfaces already. L · 04 dark is the inverse on ink chrome.
L · 01STACKED · LIGHT · CANON
L · 02INLINE · NAV / HEADER
L · 03STANDALONE · INSIDE BEORA SURFACES ONLY
carewiki
See the full CareWiki wordmark exploration for the six options we considered, lockup variants, and reduction tests below 14px.
04.4
Co-presence when both appear on one surface
On the rare surface that needs both wordmarks side-by-side — investor decks, the about page, partner intros — keep them visually equal in mass, not equal in size. Beora is heavier per character because of italic; CareWiki balances by being slightly larger and wider.
PARENT · AGENT
beora.
The agent. Talks, listens, escalates. The face of the company.
PRODUCT · KNOWLEDGE
carewiki
The reference. Articles, dimensions, citations. What the agent reads.
The dashed divider down the middle is optional but encouraged when both marks share a single visual register — it reads as separation rather than competition.
04.5
Rules do · don't
✓
CareWiki ships with attribution by default
On any first appearance — covers, splash, header, footer — use the L·01 stacked lockup with "by beora". The standalone CareWiki wordmark is allowed only after the user is already inside Beora-branded chrome.
✕
Don't make Beora secondary to CareWiki
Beora is the parent. It never appears as "Beora · CareWiki" with CareWiki bigger. It never gets a "with CareWiki" tagline. CareWiki acknowledges Beora; not the other way around.
✓
CareWiki is upright, two-tone, lowercase
carewiki — care in ink, wiki in mid-gray. No camelCase. No Capitalization. No spaces. The two-tone is what makes it read as a wordmark and not a generic word.
✕
Don't put Gambarino on CareWiki
Gambarino italic is Beora's voice. CareWiki is upright Space Grotesk. The "by beora" attribution is the only place Gambarino appears in a CareWiki lockup, and it's at 13px or smaller.
✓
Mascot belongs to Beora
The parrot is Beora's. It appears on Beora consumer surfaces — the agent app, the marketing site, family-facing emails. CareWiki has no mascot. CareWiki article pages get clean ink linework, no warmth.
✕
Don't pair the parrot with CareWiki
No mascot in CareWiki articles, no parrot on the wiki masthead, no "CareWiki + mascot" lockup. The parrot signals warmth; CareWiki signals reference. They live on different surfaces.
04.6
Surface map where each lives
SURFACEWHO BRANDS ITLOCKUP
beora.care · marketingBeora — agent + company. CareWiki is mentioned as a feature.BEORA WORDMARK
beora.app · iOS / agentBeora — the agent app. Mascot present. CareWiki invisible to user.BEORA WORDMARK
care.beora.app · adminBeora — the desktop care-team console. CareWiki articles surface inside.BEORA WORDMARK
carewiki.beora.healthCareWiki — the public reference. Stacked lockup with "by beora".L · 01 STACKED
CareWiki article mastheadCareWiki — top of every article. Inline lockup with attribution.L · 02 INLINE
Embedded wiki article (in agent UI)Inside Beora chrome. Standalone CareWiki wordmark, no attribution needed.L · 03 STANDALONE
Investor / about pageBoth wordmarks, equal mass, dashed divider — co-presence panel.CO-PRESENCE
Family-facing emailBeora only. CareWiki is internal-only at this surface.BEORA WORDMARK