# Looker Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #0000EE |
| Accent | #1A73E8 |
| Body Font | Noto Sans |
| Heading Font | Noto Sans |

## Color Palette

- primary: #0000EE
- secondary: #C792EA
- accent: #1A73E8
- background: #FFFFFF
- textPrimary: #1A73E8
- link: #1A73E8

## Typography

- primary: Noto Sans — https://fonts.google.com/specimen/Noto+Sans
- heading: Noto Sans — https://fonts.google.com/specimen/Noto+Sans

## Visual Assets

- Logo: data:image/svg+xml;base64,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
- Favicon: https://marketplace.looker.com/favicon-32x32.png?v=b3d18d73dd54ab06662828ad82837e66

## UI Components

- input: background=transparent, textColor=#262D33, borderColor=null, borderRadius=0px, shadow=none
- buttonPrimary: background=#1A73E8, textColor=#FFFFFF, borderColor=#1A73E8, borderRadius=4px, shadow=none
- buttonSecondary: background=#FFFFFF, textColor=#1A73E8, borderColor=#DEE1E5, borderRadius=4px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: business professionals and data analysts

## Looker Brand in the Wild

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

- **Cloud Cost Management: Phase 2 - Looker Marketplace**
  - Image: https://marketplace-api.looker.com/block-screenshots/multicloud_billing_bq_export_1.jpg
  - Source: https://marketplace.looker.com/marketplace/detail/multicloud-billing-bq-export
- **Cloud Cost Management: Phase 2 - Looker Marketplace**
  - Image: https://marketplace-api.looker.com/block-icons/multicloud_billing.png
  - Source: https://marketplace.looker.com/marketplace/detail/multicloud-billing-bq-export
- **Braintree Payments - Looker Marketplace**
  - Image: https://marketplace-api.looker.com/block-screenshots/braintree2.jpg
  - Source: https://marketplace.looker.com/marketplace/detail/braintree-v2
- **Google Analytics 360 - Looker Marketplace**
  - Image: https://marketplace-api.looker.com/block-screenshots/ga360_1.jpg
  - Source: https://marketplace.looker.com/marketplace/detail/ga360-v2
- **Gauge Visualization - Looker Marketplace**
  - Image: https://static-a.cdn.looker.app/marketplace/visualization-screenshots/gauge_img.jpg
  - Source: https://marketplace.looker.com/marketplace/detail/viz-gauge
- **Shopify - Looker Marketplace**
  - Image: https://marketplace-api.looker.com/block-screenshots/shopify_2.jpg
  - Source: https://marketplace.looker.com/marketplace/detail/shopify-v2

## 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": "Noto Sans",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#0000EE",
    "secondary": "#C792EA",
    "accent": "#1A73E8",
    "background": "#FFFFFF",
    "textPrimary": "#1A73E8",
    "link": "#1A73E8"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Noto Sans",
      "heading": "Noto Sans"
    },
    "fontStacks": {
      "heading": [
        "Google Sans",
        "Noto Sans",
        "Helvetica",
        "Arial",
        "sans-serif"
      ],
      "body": [
        "Times New Roman"
      ],
      "paragraph": [
        "Times New Roman"
      ]
    },
    "fontSizes": {
      "h1": "18px",
      "h2": "18px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "3px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#262D33",
      "borderColor": null,
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#1A73E8",
      "textColor": "#FFFFFF",
      "borderColor": "#1A73E8",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#FFFFFF",
      "textColor": "#1A73E8",
      "borderColor": "#DEE1E5",
      "borderRadius": "4px",
      "borderRadiusCorners": {
        "topLeft": "4px",
        "topRight": "4px",
        "bottomRight": "4px",
        "bottomLeft": "4px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "data:image/svg+xml;base64,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",
    "favicon": "https://marketplace.looker.com/favicon-32x32.png?v=b3d18d73dd54ab06662828ad82837e66",
    "ogImage": null,
    "logoHref": "/",
    "logoAlt": "Looker"
  },
  "__llm_logo_reasoning": {
    "selectedIndex": 0,
    "reasoning": "Selected #0 because it is located in the header, is visible, and links to the homepage, aligning with the brand 'Looker Marketplace'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Browse",
      "reasoning": "Button #0 with text 'Browse' uses the vibrant brand color #1A73E8, making it the most prominent and likely primary CTA."
    },
    "secondary": {
      "index": 2,
      "text": "Decline",
      "reasoning": "Button #2 with text 'Decline' has a different background color (#FFFFFF) and serves as a secondary action, contrasting with the primary button."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "business professionals and data analysts"
  },
  "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 located in the header, is visible, and links to the homepage, aligning with the brand 'Looker Marketplace'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```