# Loonen Brand Identity A complete profile of **Loonen**'s visual system — colors, typography, components, and personality — extracted from https://loonen.com/. Built for designers, agents, and AI tools. - Page: https://characterquilt.com/branding/loonen - Machine-readable JSON: https://characterquilt.com/branding/loonen.json - Per-page llms.txt: https://characterquilt.com/branding/loonen/llms.txt ## Quick Facts | Field | Value | |---|---| | Primary | #99B4FF | | Accent | #145E2E | | Body Font | BradfordLLWeb-Medium | | Heading Font | Interstate | ## Color Palette - primary: #99B4FF - secondary: #F4EEE4 - accent: #145E2E - background: #FFFFFF - textPrimary: #145E2E - link: #145E2E ## Typography - primary: BradfordLLWeb-Medium — https://fonts.google.com/specimen/BradfordLLWeb-Medium - heading: Interstate — https://fonts.google.com/specimen/Interstate ## Visual Assets - Logo: https://loonen.com/cdn/shop/files/loonen-logo.svg?v=1741374130&width=160 - Favicon: https://loonen.com/cdn/shop/files/Social_Favicon.png?crop=center&height=32&v=1760626342&width=32 - Social card (og:image): http://loonen.com/cdn/shop/files/loonen-share-v1.png?v=1754947939 ## UI Components - input: background=transparent, textColor=#145E2E, borderColor=null, borderRadius=120px, shadow=none - buttonPrimary: background=#145E2E, textColor=#FFDC48, borderRadius=120px, shadow=none - buttonSecondary: background=#99B4FF, textColor=#145E2E, borderColor=#99B4FF, borderRadius=30px, shadow=none ## Brand Personality Tone: modern · Energy: medium · Audience: health-conscious consumers ## Loonen Brand in the Wild Real-world brand assets — ads, campaigns, marketing materials. - **About Loonen | Our Story and the Team Behind the Water** - Image: https://loonen.com/cdn/shop/files/new_clara.jpg?v=1762554278&width=3840 - Source: https://loonen.com/pages/about-us?srsltid=AfmBOorfD643UC8FeeIuNNxAjhpvUPK-fswzCzKoTIuhWlneixX-HeFD - **Leading the Way** - Image: https://loonen.com/cdn/shop/articles/loonen-blog-loon_5a11a0b6-7804-440d-af02-54b24468e7b5.jpg?v=1762457991&width=3840 - Source: https://loonen.com/blogs/leading-the-way?srsltid=AfmBOorAN4PXeTZ-D-WvxhXtrVDvlas_rEfKseMrES8X1I84HvefVTKy - **Loonen Ambassador Program | Partner With Us** - Image: https://loonen.com/cdn/shop/files/loonen__jussioksanen-4157.jpg?v=1762273360&width=3840 - Source: https://loonen.com/pages/ambassador-program?srsltid=AfmBOopwp5y8fyRTzYG_YrrLjqPghfbGnaotTaBD0HGXQs9GTXncOtd0 - **Leading the Way** - Image: https://loonen.com/cdn/shop/articles/Blog_Images_1487e3ee-51e1-4067-a9e7-df837d64c082.png?v=1765824117&width=3840 - Source: https://loonen.com/blogs/leading-the-way?srsltid=AfmBOorNMkpbeVq8YxbOqeDh9kvPZ9cu3kIXAjFGcRp_N3SSD9KKk0LU - **About Loonen | Our Story and the Team Behind the Water** - Image: https://loonen.com/cdn/shop/files/loonen-water-transparent.jpg?v=1761930425&width=3840 - Source: https://loonen.com/pages/about-us?srsltid=AfmBOoriljyNEJMFDQR_ne7SIlsyGBq3aUzKTBFbZRU2I9nv0L8P_IZ- - **Leading the Way** - Image: http://loonen.com/cdn/shop/files/loonen-share-v1.png?v=1754947939 - Source: https://loonen.com/blogs/leading-the-way?srsltid=AfmBOoouYRz6f2sRLnK3E7euocjsvySa6JpymWddv5BICxAQs4vMByc7 ## 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": "Interstate", "role": "heading" }, { "family": "BradfordLLWeb-Medium", "role": "body" }, { "family": "BradfordLLWeb-Book", "role": "body" }, { "family": "Instrument Sans", "role": "unknown" } ], "colors": { "primary": "#99B4FF", "secondary": "#F4EEE4", "accent": "#145E2E", "background": "#FFFFFF", "textPrimary": "#145E2E", "link": "#145E2E" }, "typography": { "fontFamilies": { "primary": "BradfordLLWeb-Medium", "heading": "Interstate" }, "fontStacks": { "heading": [ "Instrument Sans", "sans-serif" ], "body": [ "Interstate" ], "paragraph": [ "BradfordLLWeb-Medium" ] }, "fontSizes": { "h1": "36px", "h2": "86.4px", "body": "20px" } }, "spacing": { "baseUnit": 4, "borderRadius": "10px" }, "components": { "input": { "background": "transparent", "textColor": "#145E2E", "borderColor": null, "borderRadius": "120px", "borderRadiusCorners": { "topLeft": "120px", "topRight": "120px", "bottomRight": "120px", "bottomLeft": "120px" }, "shadow": "none" }, "buttonPrimary": { "background": "#145E2E", "textColor": "#FFDC48", "borderRadius": "120px", "borderRadiusCorners": { "topLeft": "120px", "topRight": "120px", "bottomRight": "120px", "bottomLeft": "120px" }, "shadow": "none" }, "buttonSecondary": { "background": "#99B4FF", "textColor": "#145E2E", "borderColor": "#99B4FF", "borderRadius": "30px", "borderRadiusCorners": { "topLeft": "30px", "topRight": "30px", "bottomRight": "30px", "bottomLeft": "30px" }, "shadow": "none" } }, "images": { "logo": "https://loonen.com/cdn/shop/files/loonen-logo.svg?v=1741374130&width=160", "favicon": "https://loonen.com/cdn/shop/files/Social_Favicon.png?crop=center&height=32&v=1760626342&width=32", "ogImage": "http://loonen.com/cdn/shop/files/loonen-share-v1.png?v=1754947939", "logoHref": "/", "logoAlt": "Loonen" }, "__llm_logo_reasoning": { "selectedIndex": 2, "reasoning": "Selected #0 because it is visible, located in the header, links to the homepage, and matches the brand name 'Loonen'.", "confidence": 0.95, "source": "llm" }, "__llm_button_reasoning": { "primary": { "index": 12, "text": "Subscribe", "reasoning": "Button #11 'Subscribe' has a unique and prominent call-to-action text, with a distinct border radius and vibrant color, making it stand out as the primary CTA." }, "secondary": { "index": 2, "text": "Learn More", "reasoning": "Button #2 'Learn More' has a different color group (#99B4FF) and serves as a secondary action, providing additional information." }, "confidence": 0.9 }, "personality": { "tone": "modern", "energy": "medium", "targetAudience": "health-conscious consumers" }, "designSystem": { "framework": "custom", "componentLibrary": "" }, "confidence": { "buttons": 0.9, "colors": 0.9, "overall": 0.9 }, "__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 'Loonen'.", "confidence": 0.95 } }, "buttonClassification": { "llmCalled": true, "llmSucceeded": true } } } ```