# LendUp Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #2563EB |
| Accent | #FBBF24 |
| Body Font | Montserrat |
| Heading Font | Montserrat |

## Color Palette

- primary: #2563EB
- secondary: #FBBF24
- accent: #FBBF24
- background: #FFFFFF
- textPrimary: #0F172A
- link: #0F172A

## Typography

- primary: Montserrat — https://fonts.google.com/specimen/Montserrat
- heading: Montserrat — https://fonts.google.com/specimen/Montserrat

## Visual Assets

- Logo: https://www.lendup.com/logo.png
- Favicon: https://www.lendup.com/favicon.png

## UI Components

- input: background=#FFFFFF, textColor=#1E293B, borderColor=#1E293B, borderRadius=10px, shadow=none
- buttonPrimary: background=#FBBF24, textColor=#0F172A, borderColor=#FBBF24, borderRadius=8px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#1E293B, borderColor=#CBD5E1, borderRadius=10px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: individuals seeking loans

## LendUp Brand in the Wild

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

- **LendUp Privacy Policy**
  - Image: https://www.lendup.com/licenses/ca_ddt_2017.jpg
  - Source: https://www.lendup.com/privacy
- **Improving Financial Health By Improving Credit Scores**
  - Image: https://www.lendup.com/licenses/ca_cfl_2015.jpg
  - Source: https://www.lendup.com/blog/improving-financial-health-by-improving-credit-scores.html
- **LendUp Loan - App on Amazon Appstore**
  - Image: https://m.media-amazon.com/images/I/61L6YWHkBHL.png
  - Source: https://www.amazon.com/Drenoid-LendUp-Loan/dp/B086DQ6C1L
- **LendUp: Loans and Credit Card Products that Can Help Borrowers Build Credit  History for the Long Run - BadCredit.org**
  - Image: https://www.badcredit.org/wp-content/uploads/Lendup-2-3.jpg
  - Source: https://www.badcredit.org/lendup-review/
- **LendUp Offers Socially Responsible Credit Products to Benefit the Needs of  the Emerging Middle Class**
  - Image: https://www.cardrates.com/wp-content/uploads/2017/10/Lendup.jpg
  - Source: https://www.cardrates.com/news/lendup-offers-socially-responsible-credit-products-to-the-emerging-middle-class/
- **LendUp Loan - App on Amazon Appstore**
  - Image: https://m.media-amazon.com/images/I/61prEOr-TjL.png
  - Source: https://www.amazon.com/Drenoid-LendUp-Loan/dp/B086DQ6C1L

## 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": "Montserrat",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#2563EB",
    "secondary": "#FBBF24",
    "accent": "#FBBF24",
    "background": "#FFFFFF",
    "textPrimary": "#0F172A",
    "link": "#0F172A"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Montserrat",
      "heading": "Montserrat"
    },
    "fontStacks": {
      "heading": [
        "Montserrat",
        "sans-serif"
      ],
      "body": [
        "Montserrat",
        "sans-serif"
      ],
      "paragraph": [
        "Montserrat",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "40px",
      "h2": "24px",
      "body": "17px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "10px"
  },
  "components": {
    "input": {
      "background": "#FFFFFF",
      "textColor": "#1E293B",
      "borderColor": "#1E293B",
      "borderRadius": "10px",
      "borderRadiusCorners": {
        "topLeft": "10px",
        "topRight": "10px",
        "bottomRight": "10px",
        "bottomLeft": "10px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#FBBF24",
      "textColor": "#0F172A",
      "borderColor": "#FBBF24",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#1E293B",
      "borderColor": "#CBD5E1",
      "borderRadius": "10px",
      "borderRadiusCorners": {
        "topLeft": "10px",
        "topRight": "10px",
        "bottomRight": "10px",
        "bottomLeft": "10px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://www.lendup.com/logo.png",
    "favicon": "https://www.lendup.com/favicon.png",
    "ogImage": null,
    "logoHref": "https://www.lendup.com/"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'LendUp'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Start Your Free Request ›",
      "reasoning": "Button #2, 'Start Your Free Request ›', uses the vibrant brand color #FBBF24 and has action-oriented text, making it the primary CTA."
    },
    "secondary": {
      "index": 8,
      "text": "How It Works",
      "reasoning": "Button #9, 'How It Works', has a different background color (#FFFFFF) and serves as a secondary action with informative text."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "individuals seeking loans"
  },
  "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 matches the brand name 'LendUp'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```