# Move Loot Brand Identity

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

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

## Quick Facts

| Field | Value |
|---|---|
| Primary | #000000 |
| Accent | #4183C4 |
| Body Font | Helvetica Neue |
| Heading Font | Helvetica Neue |

## Color Palette

- primary: #000000
- accent: #4183C4
- background: #F1F1F1
- textPrimary: #4183C4
- link: #4183C4

## Typography

- primary: Helvetica Neue — https://fonts.google.com/specimen/Helvetica+Neue
- heading: Helvetica Neue — https://fonts.google.com/specimen/Helvetica+Neue

## Brand Personality

Tone: professional · Energy: low · Audience: unknown

## Move Loot Brand in the Wild

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

- **Move Loot co-founders power start-up's growth**
  - Image: https://www.usatoday.com/gcdn/-mm-/6b306ea5cb01a7de88709fda105bbe8a554baccf/c=0-26-1997-1154/local/-/media/USATODAY/USATODAY/2014/11/14/635515752069034810-XXX-Move-Loot-04.JPG
  - Source: https://www.usatoday.com/story/money/business/2014/11/17/baverman/18965353/
- **Move loot arrives in the Triangle with a new way to buy and sell used  furniture - ABC11 Raleigh-Durham**
  - Image: https://cdn.abcotvs.com/dip/images/364795_102414-wtvd-ms-move-loot-post.jpg
  - Source: https://abc11.com/post/move-loot-arrives-in-the-triangle-with-a-new-way-to-buy-and-sell-used-furniture/363978/
- **Move Loot UX Design — BC**
  - Image: https://images.squarespace-cdn.com/content/v1/553bf7efe4b066b8cc4b3e8e/1433222194634-0PSJV1OO0ITRV8LREZUN/MoveLoot-mockup.png?format=1500w
  - Source: http://www.bclendenen.com/move-loot
- **Move Loot Design — Shirley Wong**
  - Image: https://images.squarespace-cdn.com/content/v1/52e5e575e4b07d33024a09b0/127a962e-f44e-4a34-8a42-b4c44df14b3b/Artboard.png
  - Source: http://www.heyshirley.com/move-loot-1
- **help] Move or resize loot pop-up notifications? : r/WowUI**
  - Image: https://preview.redd.it/help-move-or-resize-loot-pop-up-notifications-v0-z0aiapzu89uf1.png?width=640&crop=smart&auto=webp&s=482e2f53f075f93d9bdb45143d5076bf46d6775f
  - Source: https://www.reddit.com/r/WowUI/comments/1o2wfxx/help_move_or_resize_loot_popup_notifications/
- **Move Loot UX Design — BC**
  - Image: https://images.squarespace-cdn.com/content/v1/553bf7efe4b066b8cc4b3e8e/1433288312954-JE9QP204JOY6POQLBUSK/image-asset.png
  - Source: http://www.bclendenen.com/move-loot

## 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": "Helvetica Neue",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#000000",
    "accent": "#4183C4",
    "background": "#F1F1F1",
    "textPrimary": "#4183C4",
    "link": "#4183C4"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Helvetica Neue",
      "heading": "Helvetica Neue"
    },
    "fontStacks": {
      "heading": [
        "Helvetica Neue",
        "Helvetica",
        "Arial",
        "sans-serif"
      ],
      "body": [
        "Helvetica Neue",
        "Helvetica",
        "Arial",
        "sans-serif"
      ],
      "paragraph": [
        "Helvetica Neue",
        "Helvetica",
        "Arial",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "60px",
      "h2": "60px",
      "body": "16px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "0px"
  },
  "components": {},
  "images": {
    "favicon": null,
    "ogImage": null
  },
  "__llm_logo_reasoning": {
    "selectedIndex": -1,
    "reasoning": "No valid brand logo - only tiny/invisible/UI icons. The page is a GitHub Pages error page, not representing a specific brand.",
    "confidence": 0.2,
    "rejected": true,
    "source": "llm"
  },
  "personality": {
    "tone": "professional",
    "energy": "low",
    "targetAudience": "unknown"
  },
  "designSystem": {
    "framework": "unknown",
    "componentLibrary": ""
  },
  "confidence": {
    "buttons": 0,
    "colors": 0.9,
    "overall": 0.45
  },
  "__llm_metadata": {
    "logoSelection": {
      "llmCalled": true,
      "llmSucceeded": true,
      "finalSource": "llm",
      "rawLogoSelection": {
        "selectedLogoIndex": -1,
        "selectedLogoReasoning": "No valid brand logo - only tiny/invisible/UI icons. The page is a GitHub Pages error page, not representing a specific brand.",
        "confidence": 0.2
      }
    },
    "buttonClassification": {
      "llmCalled": false,
      "llmSucceeded": false
    }
  }
}
```