Home · Branding · Liquid Death

Liquid Death Brand Identity

A complete profile of Liquid Death's visual system — colors, typography, components, and personality — extracted from https://liquiddeath.com/?ref=startups.gallery. Built for designers, agents, and AI tools.

Download JSON
Primary
#2563EB
Accent
#CBA14F
Body Font
Roboto
Heading
Acumin Pro

Color Palette

Brand palette extracted from https://liquiddeath.com/?ref=startups.gallery.

primary
#2563EB
rgb(37, 99, 235)
secondary
#6B7280
rgb(107, 114, 128)
accent
#CBA14F
rgb(203, 161, 79)
background
#FFFFFF
rgb(255, 255, 255)
textPrimary
#000000
rgb(0, 0, 0)
link
#CBA14F
rgb(203, 161, 79)

Typography

Each font links to its Google Fonts page where available.

primary
Roboto
Roboto Google Fonts →
heading
Acumin Pro
Acumin Pro Google Fonts →
Acumin Pro, -apple-system, BlinkMacSystemFont, Segoe UI, Roboto, Oxygen-Sans, Ubuntu, Cantarell, Helvetica Neue, 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

Liquid Death logo
Logo
Liquid Death favicon
Favicon
Liquid Death social image
Social Card

UI Components

Live previews rendered using Liquid Death's actual button styles.

buttonPrimary
background #FFFFFF textColor #000000 borderRadius 0px shadow none
buttonSecondary
background #000000 textColor #FFFFFF borderColor #000000 borderRadius 0px shadow none

Brand Personality

Tone: bold Energy: high Audience: young adults and alternative lifestyle enthusiasts

Liquid Death Brand in the Wild

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

Liquid Death brand asset featured on liquiddeath.com
Image: liquiddeath.com
Source: liquiddeath.com
Liquid Death brand asset featured on liquiddeath.com
Image: liquiddeath.com
Source: liquiddeath.com
Liquid Death brand asset featured on liquiddeath.com
Image: liquiddeath.com
Source: liquiddeath.com
Liquid Death brand asset featured on liquiddeath.com
Image: liquiddeath.com
Source: liquiddeath.com
Liquid Death brand asset featured on liquiddeath.com
Image: liquiddeath.com
Source: liquiddeath.com
Liquid Death brand asset featured on liquiddeath.com
Image: liquiddeath.com
Source: liquiddeath.com

Frequently Asked Questions

What is Liquid Death's primary brand color?

Liquid Death's primary brand color is #2563EB. It anchors the visual identity across their website, product UI, and marketing materials.

What accent color does Liquid Death use?

Liquid Death uses #CBA14F as an accent color, typically applied to interactive elements like links, buttons, and call-to-action emphasis.

What font does Liquid Death use?

Liquid Death uses Roboto for body text and Acumin Pro for headings. Fonts were detected on https://liquiddeath.com/?ref=startups.gallery as part of their live design system.

Does Liquid Death use a light or dark theme?

Liquid Death's primary site uses a light color scheme, with a background of #FFFFFF.

Where can I find Liquid Death's logo?

Liquid Death's logo is available directly on their site (https://liquiddeath.com/?ref=startups.gallery). 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://liquiddeath.com/?ref=startups.gallery 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 Liquid Death.

Methodology

Brand data on this page was extracted from https://liquiddeath.com/?ref=startups.gallery on 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 Liquid Death.

Machine-Readable Profile

Direct endpoints for agents, designers, and tooling. No login or auth required.

GET /branding/liquid-death.json GET /branding/liquid-death/llms.txt 
{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Acumin Pro",
      "role": "heading"
    },
    {
      "family": "Roboto",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#2563EB",
    "secondary": "#6B7280",
    "accent": "#CBA14F",
    "background": "#FFFFFF",
    "textPrimary": "#000000",
    "link": "#CBA14F"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Roboto",
      "heading": "Acumin Pro"
    },
    "fontStacks": {
      "heading": [
        "Acumin Pro",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Oxygen-Sans",
        "Ubuntu",
        "Cantarell",
        "Helvetica Neue",
        "sans-serif"
      ],
      "body": [
        "Acumin Pro",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Oxygen-Sans",
        "Ubuntu",
        "Cantarell",
        "Helvetica Neue",
        "sans-serif"
      ],
      "paragraph": [
        "Acumin Pro",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Oxygen-Sans",
        "Ubuntu",
        "Cantarell",
        "Helvetica Neue",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "16px",
      "h2": "60px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "3px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#FFFFFF",
      "textColor": "#000000",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#000000",
      "textColor": "#FFFFFF",
      "borderColor": "#000000",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": 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    "favicon": "https://liquiddeath.com/cdn/shop/files/Liquiddeath-Skull-Favicon_32x32.png?v=1682460908",
    "ogImage": "http://liquiddeath.com/cdn/shop/files/Liquid-Death-Preview-Image_7033558e-a84d-4880-8a70-87e84739f262.jpg?v=1681949476",
    "logoHref": "/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, and links to the homepage, matching the brand 'Liquid Death'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 9,
      "text": "SHOP NOW",
      "reasoning": "Button #9 ('SHOP NOW') has a white background with black text, making it stand out as a primary CTA. The text 'SHOP NOW' is action-oriented, indicating a strong call-to-action."
    },
    "secondary": {
      "index": 6,
      "text": "Shop Now",
      "reasoning": "Button #6 ('Shop Now') has a dark background, providing a contrast to the primary button's light background. It serves as a secondary option with similar action-oriented text."
    },
    "confidence": 0.9
  },
  "personality": {
    "tone": "bold",
    "energy": "high",
    "targetAudience": "young adults and alternative lifestyle enthusiasts"
  },
  "designSystem": {
    "framework": "tailwind",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.9,
    "colors": 0.9,
    "overall": 0.9
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": 0,
        "selectedLogoReasoning": "Selected #0 because it is visible, located in the header, and links to the homepage, matching the brand 'Liquid Death'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}

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