# Latchel Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #FF9B8A |
| Accent | #FF9B8A |
| Body Font | GT Walsheim |
| Heading Font | GT Walsheim |

## Color Palette

- primary: #FF9B8A
- secondary: #EA4335
- accent: #FF9B8A
- background: #FFFDFB
- textPrimary: #373737
- link: #EF3F56

## Typography

- primary: GT Walsheim — https://fonts.google.com/specimen/GT+Walsheim
- heading: GT Walsheim — https://fonts.google.com/specimen/GT+Walsheim

## Visual Assets

- Logo: https://latchel.com/wp-content/uploads/2021/12/Primary-Latchel-Black-1.svg
- Favicon: https://latchel.com/wp-content/uploads/2021/12/favicon.png
- Social card (og:image): https://latchel.com/wp-content/uploads/2022/02/Video-Troubleshooting-3.png

## UI Components

- buttonPrimary: background=#FF9B8A, textColor=#373737, borderColor=#373737, borderRadius=4px, shadow=none
- buttonSecondary: background=#FFFDFB, textColor=#333333, borderRadius=0px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: property managers and real estate professionals

## Latchel Brand in the Wild

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

- **Top 10 Real Estate ETFs | Latchel**
  - Image: https://latchel.com/wp-content/uploads/2022/01/rawpixel-656709-unsplash-scaled.jpg
  - Source: https://latchel.com/top-10-real-estate-etfs/
- **Latchel Blog | News, Tips, and Insights from Property Management Experts**
  - Image: https://latchel.com/wp-content/uploads/elementor/thumbs/Blog-Graphics-23-r9954zcvspth854m6nbb310a8tn1tf60jzzg7m93us.png
  - Source: https://latchel.com/blog/
- **Knowing the Difference Between a Routine and an Emergency Maintenance  Request | Latchel**
  - Image: https://latchel.com/wp-content/uploads/2022/01/img-5.jpg
  - Source: https://latchel.com/knowing-the-difference-between-a-routine-and-an-emergency-maintenance-request/
- **Latchel Blog | News, Tips, and Insights from Property Management Experts**
  - Image: https://latchel.com/wp-content/uploads/2024/10/67.png
  - Source: https://latchel.com/blog/
- **Ep 44: What the Fast Expansion of ”Build For Rent” Means for Property  Management Companies | The Latchel Property Management Podcast**
  - Image: https://pbcdn1.podbean.com/imglogo/ep-logo/pbblog5453302/Podcast_IG_tempaltes_2__pe7fm3.png
  - Source: https://podcast.latchel.com/e/ep-44-what-the-fast-expansion-of-build-for-rent-means-for-property-management-companies/
- **Top 6 Best Free Property Management Software | Latchel**
  - Image: https://latchel.com/wp-content/uploads/2024/03/Blog-Graphics-5.jpg
  - Source: https://latchel.com/top-6-best-free-property-management-software/

## 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": "GT Walsheim",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#FF9B8A",
    "secondary": "#EA4335",
    "accent": "#FF9B8A",
    "background": "#FFFDFB",
    "textPrimary": "#373737",
    "link": "#EF3F56"
  },
  "typography": {
    "fontFamilies": {
      "primary": "GT Walsheim",
      "heading": "GT Walsheim"
    },
    "fontStacks": {
      "heading": [
        "GT Walsheim",
        "sans-serif"
      ],
      "body": [
        "GT Walsheim",
        "sans-serif"
      ],
      "paragraph": [
        "GT Walsheim",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "70px",
      "h2": "60px",
      "body": "20px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#FF9B8A",
      "textColor": "#373737",
      "borderColor": "#373737",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFDFB",
      "textColor": "#333333",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://latchel.com/wp-content/uploads/2021/12/Primary-Latchel-Black-1.svg",
    "favicon": "https://latchel.com/wp-content/uploads/2021/12/favicon.png",
    "ogImage": "https://latchel.com/wp-content/uploads/2022/02/Video-Troubleshooting-3.png",
    "logoHref": "https://latchel.com/",
    "logoAlt": "latchel-logo"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and has an alt text matching the brand name 'Latchel'.",
    "confidence": 0.95,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 1,
      "text": "Get a Demo",
      "reasoning": "Button #1 uses the vibrant brand color #FF9B8A, which is consistent with the primary brand color and has action-oriented text 'Get a Demo', making it the main call-to-action."
    },
    "secondary": {
      "index": 0,
      "text": "Get a Demo",
      "reasoning": "Button #0 has a different background color #FFFDFB and serves as a less prominent option with the same text, suitable for a secondary action."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "property managers and real estate professionals"
  },
  "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 has an alt text matching the brand name 'Latchel'.",
        "confidence": 0.95
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```