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Loom Brand Identity

A complete profile of Loom's visual system — colors, typography, components, and personality — extracted from http://loom.com. Built for designers, agents, and AI tools.

Download JSON
Primary
#E9F2FE
Accent
#1868DB
Body Font
Charlie Text
Heading
Charlie Display

Color Palette

Brand palette extracted from http://loom.com.

primary
#E9F2FE
rgb(233, 242, 254)
secondary
#EFFFD6
rgb(239, 255, 214)
accent
#1868DB
rgb(24, 104, 219)
background
#FFFFFF
rgb(255, 255, 255)
textPrimary
#1868DB
rgb(24, 104, 219)
link
#1868DB
rgb(24, 104, 219)

Typography

Each font links to its Google Fonts page where available.

primary
Charlie Text
Charlie Text Google Fonts →
heading
Charlie Display
Charlie Display Google Fonts →
Charlie Display, 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

Loom logo
Logo
Loom favicon
Favicon
Loom social image
Social Card

UI Components

Live previews rendered using Loom's actual button styles.

buttonPrimary
background #1868DB textColor #FFFFFF borderRadius 9999px shadow none
buttonSecondary
background #E9F2FE textColor #000000 borderRadius 9999px shadow rgba(0, 0, 0, 0) 0px 0px 0px 4.56px

Brand Personality

Tone: modern Energy: medium Audience: tech-savvy professionals

Loom Brand in the Wild

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

Loom brand asset featured on loom.com
Image: cdn.loom.com
Source: loom.com
Loom brand asset featured on loom.com
Image: atlassianblog.wpengine.com
Source: loom.com
Loom brand asset featured on loom.com
Image: loom.com
Source: loom.com
Loom brand asset featured on loom.com
Image: atlassianblog.wpengine.com
Source: loom.com
Loom brand asset featured on loom.com
Image: cdn.sanity.io
Source: loom.com
Loom brand asset featured on loom.com
Image: loom.com
Source: loom.com

Frequently Asked Questions

What is Loom's primary brand color?

Loom's primary brand color is #E9F2FE. It anchors the visual identity across their website, product UI, and marketing materials.

What accent color does Loom use?

Loom uses #1868DB as an accent color, typically applied to interactive elements like links, buttons, and call-to-action emphasis.

What font does Loom use?

Loom uses Charlie Text for body text and Charlie Display for headings. Fonts were detected on http://loom.com as part of their live design system.

Does Loom use a light or dark theme?

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

Where can I find Loom's logo?

Loom's logo is available directly on their site (http://loom.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 http://loom.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 Loom.

Methodology

Brand data on this page was extracted from http://loom.com 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 Loom.

Machine-Readable Profile

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

GET /branding/loom.json GET /branding/loom/llms.txt 
{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Charlie Text",
      "role": "body"
    },
    {
      "family": "Charlie Display",
      "role": "heading"
    }
  ],
  "colors": {
    "primary": "#E9F2FE",
    "secondary": "#EFFFD6",
    "accent": "#1868DB",
    "background": "#FFFFFF",
    "textPrimary": "#1868DB",
    "link": "#1868DB"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Charlie Text",
      "heading": "Charlie Display"
    },
    "fontStacks": {
      "heading": [
        "Charlie Display",
        "sans-serif"
      ],
      "body": [
        "Charlie Text",
        "sans-serif"
      ],
      "paragraph": [
        "Charlie Text",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "70px",
      "h2": "48px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "12px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#1868DB",
      "textColor": "#FFFFFF",
      "borderRadius": "9999px",
      "borderRadiusCorners": {
        "topLeft": "9999px",
        "topRight": "9999px",
        "bottomRight": "9999px",
        "bottomLeft": "9999px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#E9F2FE",
      "textColor": "#000000",
      "borderRadius": "9999px",
      "borderRadiusCorners": {
        "topLeft": "9999px",
        "topRight": "9999px",
        "bottomRight": "9999px",
        "bottomLeft": "9999px"
      },
      "shadow": "rgba(0, 0, 0, 0) 0px 0px 0px 4.56px"
    }
  },
  "images": {
    "logo": 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    "favicon": "https://cdn.loom.com/assets/favicons-loom/favicon.ico",
    "ogImage": "https://cdn.sanity.io/images/pvn35iyy/production/6f62a5ee8e9e6a4a980876e632eb1f58c3125591-2400x1254.jpg",
    "logoHref": "/",
    "logoAlt": "Atlassian Loom Logo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and the alt text matches the brand 'Loom'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get Loom for free",
      "reasoning": "Button #0 'Get Loom for free' uses the vibrant brand color #1868DB, which is consistent with a primary CTA. It is action-oriented and encourages users to start using the product for free, making it the main call-to-action."
    },
    "secondary": {
      "index": 3,
      "text": "Install Chrome ExtensionOpen in new window",
      "reasoning": "Button #3 'Install Chrome Extension' uses a different background color #E9F2FE, which is less vibrant and serves as a secondary action, complementing the primary CTA."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "tech-savvy professionals"
  },
  "designSystem": {
    "framework": "tailwind",
    "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 the alt text matches the brand 'Loom'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}

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