# Laguna Brand Identity

A complete profile of **Laguna**'s visual system — colors, typography, components, and personality — extracted from https://withlaguna.com. Built for designers, agents, and AI tools.

- Page: https://characterquilt.com/branding/laguna
- Machine-readable JSON: https://characterquilt.com/branding/laguna.json
- Per-page llms.txt: https://characterquilt.com/branding/laguna/llms.txt

## Quick Facts

| Field | Value |
|---|---|
| Primary | #8995A9 |
| Accent | #FFFF00 |
| Body Font | Source Sans Pro |
| Heading Font | Playfair Display |

## Color Palette

- primary: #8995A9
- secondary: #09757A
- accent: #FFFF00
- background: #000000
- textPrimary: #000000
- link: #FFFF00

## Typography

- primary: Source Sans Pro — https://fonts.google.com/specimen/Source+Sans+Pro
- heading: Playfair Display — https://fonts.google.com/specimen/Playfair+Display

## Visual Assets

- Favicon: https://img1.wsimg.com/isteam/ip/static/pwa-app/logo-default.png/:/rs=w:57,h:57,m
- Social card (og:image): https://img1.wsimg.com/isteam/videos/uA41GmyyG8IMaxXdb

## UI Components

- input: background=transparent, textColor=#ABABAB, borderColor=#FFFFFF, borderRadius=4px, shadow=none
- buttonPrimary: background=#FFFFFF, textColor=#000000, borderColor=#8995A9, borderRadius=4px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: tech-savvy individuals

## Laguna Brand in the Wild

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

- **Original 1973 CHEVROLET CHEVELLE LAGUNA Full Color Ad ~ Vintage GM  Advertisement**
  - Image: https://i.ebayimg.com/images/g/PAoAAOSwrxdaSUs7/s-l1200.jpg
  - Source: https://www.ebay.com/itm/192414516301
- **Landing Page Template Laguna Graphic by raharjabagus7 · Creative Fabrica**
  - Image: https://www.creativefabrica.com/wp-content/uploads/2022/07/18/Landing-Page-Template-Laguna-Graphics-34374914-1.jpg
  - Source: https://www.creativefabrica.com/product/landing-page-template-laguna/
- **Laguna Beach launches ad campaign to stop bad behavior as complaints rise  about visitors - ABC7 Los Angeles**
  - Image: https://cdn.abcotvs.com/dip/images/15151978_080624-kabc-6pm-laguna-tourists-vid.jpg?w=1600
  - Source: https://abc7.com/post/laguna-beach-launches-ad-campaign-stop-bad-behavior-complaints-rise-visitors/15151075/
- **Landing Page Template Laguna Graphic by raharjabagus7 · Creative Fabrica**
  - Image: https://www.creativefabrica.com/wp-content/uploads/2022/07/18/Landing-Page-Template-Laguna-Graphics-34374914-2-580x387.jpg
  - Source: https://www.creativefabrica.com/product/landing-page-template-laguna/
- **Shiseido Americas Corporation - Did you hear? NARS brought the heat! | Work  | dentsu X | experience beyond**
  - Image: https://deib16pf1gezr.cloudfront.net/images/NARS3.png
  - Source: https://www.dxglobal.com/work/did-you-hear-nars-brought-the-heat/
- **Visit Laguna Beach Dashboard 11/6 by visitlaguna - Issuu**
  - Image: https://image.isu.pub/231105230533-03ecd7bc228ceaac8f0f07dfc7d18b28/jpg/page_1_thumb_large.jpg
  - Source: https://issuu.com/visitlaguna/docs/vlb_economic_dash_11-06-2023_r3b

## 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

```json
{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Source Sans Pro",
      "role": "body"
    },
    {
      "family": "Playfair Display",
      "role": "heading"
    },
    {
      "family": "GD Sherpa",
      "role": "unknown"
    }
  ],
  "colors": {
    "primary": "#8995A9",
    "secondary": "#09757A",
    "accent": "#FFFF00",
    "background": "#000000",
    "textPrimary": "#000000",
    "link": "#FFFF00"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Source Sans Pro",
      "heading": "Playfair Display"
    },
    "fontStacks": {
      "heading": [
        "Playfair Display",
        "Georgia",
        "serif"
      ],
      "body": [
        "Times New Roman"
      ],
      "paragraph": [
        "Source Sans Pro",
        "arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "64px",
      "h2": "48px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#ABABAB",
      "borderColor": "#FFFFFF",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#FFFFFF",
      "textColor": "#000000",
      "borderColor": "#8995A9",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "favicon": "https://img1.wsimg.com/isteam/ip/static/pwa-app/logo-default.png/:/rs=w:57,h:57,m",
    "ogImage": "https://img1.wsimg.com/isteam/videos/uA41GmyyG8IMaxXdb"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": -1,
    "reasoning": "No valid brand logo was found as the only candidate is invisible and too small to be considered a primary brand logo.",
    "confidence": 0.2,
    "rejected": true,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 2,
      "text": "Learn More",
      "reasoning": "Button #2 ('Learn More') is selected as the primary CTA because it has a distinct border color (#8995A9) that aligns with the brand's primary color, making it stand out more than the other buttons."
    },
    "secondary": {
      "index": 1,
      "text": "Send",
      "reasoning": "Button #1 ('Send') is chosen as secondary because it shares the same background color as the other buttons but lacks the distinct border of Button #2, making it less prominent."
    },
    "confidence": 0.8
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "tech-savvy individuals"
  },
  "designSystem": {
    "framework": "custom",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0.8,
    "colors": 0.9,
    "overall": 0.8500000000000001
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": -1,
        "selectedLogoReasoning": "No valid brand logo was found as the only candidate is invisible and too small to be considered a primary brand logo.",
        "confidence": 0.2
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```