# Luthor Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #FA4616 |
| Accent | #FA4616 |
| Body Font | Inter |
| Heading Font | Inter |

## Color Palette

- primary: #FA4616
- secondary: #FFE9E0
- accent: #FA4616
- background: #F7F6F2
- textPrimary: #111111
- link: #4A5768

## Typography

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

## Visual Assets

- Logo: https://www.luthor.ai/luthor-wordmark.svg?dpl=dpl_CqR7uM32vTXdRHYzZr6x35m3SwGR
- Favicon: https://www.luthor.ai/favicon.ico?v=3
- Social card (og:image): https://www.luthor.ai/og-default.jpg

## UI Components

- buttonPrimary: background=#FA4616, textColor=#FFFFFF, borderRadius=0px, shadow=none
- buttonSecondary: background=#F2F0EA, textColor=#2D2D2D, borderRadius=0px, shadow=none

## Brand Personality

Tone: professional · Energy: medium · Audience: regulated industries

## Luthor Brand in the Wild

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

- **Multi-Language Compliance Tools (January 2026) | Luthor**
  - Image: https://cdn.prod.website-files.com/68d2fbea9310761b6198a93d/69740f0641c39d088d2d4f2b_0Sh8Uup06lkYsrAhhDfsH.png
  - Source: https://www.luthor.ai/blog-post/multi-language-marketing-compliance-tools
- **Resources | Luthor**
  - Image: https://www.luthor.ai/og/compliance-meaning.png
  - Source: https://www.luthor.ai/resources
- **Content Approval Tools Financial Marketing Nov 2025**
  - Image: https://cdn.prod.website-files.com/68d2fbea9310761b6198a93d/6920fe90024b8f3dd652f162_WcV_c1Kn4JHs2Pr_UJJwH.jpeg
  - Source: https://www.luthor.ai/blog-post/content-approval-tools-financial-marketing
- **WhatsApp, Signal, iMessage: Writing a 17a-4 Retention Policy for Modern  Messaging Apps (Template Included) | Luthor**
  - Image: https://www.luthor.ai/og/whatsapp-signal-imessage-17a-4-retention-policy-template.png
  - Source: https://www.luthor.ai/guides/whatsapp-signal-imessage-17a-4-retention-policy-template
- **ADA Website Lawsuit Trends 2024: Key Lessons for Financial Firms Ahead of  Q4 2025 | Luthor**
  - Image: https://www.luthor.ai/og/ada-website-lawsuit-trends-2024-financial-firms-q4-2025.png
  - Source: https://www.luthor.ai/guides/ada-website-lawsuit-trends-2024-financial-firms-q4-2025
- **Full Guide on FTC Influencer Guidelines, Endorsement Rules, & More | Luthor**
  - Image: https://www.luthor.ai/og/ftc-guidelines.png
  - Source: https://www.luthor.ai/resources/ftc-guidelines

## 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": "Inter",
      "role": "body"
    },
    {
      "family": "Roboto",
      "role": "body"
    },
    {
      "family": "DM Mono",
      "role": "monospace"
    }
  ],
  "colors": {
    "primary": "#FA4616",
    "secondary": "#FFE9E0",
    "accent": "#FA4616",
    "background": "#F7F6F2",
    "textPrimary": "#111111",
    "link": "#4A5768"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Inter",
      "heading": "Inter"
    },
    "fontStacks": {
      "heading": [
        "Inter",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "sans-serif"
      ],
      "body": [
        "Inter",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Helvetica",
        "Arial",
        "sans-serif"
      ],
      "paragraph": [
        "Inter",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Roboto",
        "Helvetica",
        "Arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "54px",
      "h2": "46px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "0px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#FA4616",
      "textColor": "#FFFFFF",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "#F2F0EA",
      "textColor": "#2D2D2D",
      "borderRadius": "0px",
      "borderRadiusCorners": {
        "topLeft": "0px",
        "topRight": "0px",
        "bottomRight": "0px",
        "bottomLeft": "0px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://www.luthor.ai/luthor-wordmark.svg?dpl=dpl_CqR7uM32vTXdRHYzZr6x35m3SwGR",
    "favicon": "https://www.luthor.ai/favicon.ico?v=3",
    "ogImage": "https://www.luthor.ai/og-default.jpg",
    "logoHref": "/",
    "logoAlt": "Luthor"
  },
  "__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 'Luthor'.",
    "confidence": 0.9,
    "source": "llm"
  },
  "__llm_button_reasoning": {
    "primary": {
      "index": 0,
      "text": "Get a demo",
      "reasoning": "Button #0 with text 'Get a demo' uses the vibrant brand color #FA4616, making it the most prominent call-to-action on the page."
    },
    "secondary": {
      "index": 2,
      "text": "Fact Checking",
      "reasoning": "Button #2 with text 'Fact Checking' uses a different background color #F2F0EA, making it suitable as a secondary option."
    },
    "confidence": 0.95
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "regulated industries"
  },
  "designSystem": {
    "framework": "tailwind",
    "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 'Luthor'.",
        "confidence": 0.9
      }
    },
    "buttonClassification": {
      "llmCalled": true,
      "llmSucceeded": true
    }
  }
}
```