LOOM.

Brand

The visual language.

Logo, colors, typography, voice, and social assets. Everything needed to represent Loom consistently across surfaces.

Logo

LOOM.

LOOM.

Wordmark

The primary logo. Always set in the brand typeface at weight 800. The period is part of the mark — never remove it.

L

Monogram

For favicons, app icons, and small spaces. The teal dot is the accent — it stays with the L.

Usage rules

Clear spaceMinimum padding equal to the height of the "L" on all sides.
Minimum sizeWordmark: 80px wide. Monogram: 24px.
Don'tRotate, stretch, recolor with gradients, add drop shadows, or remove the period.
BackgroundDark or light — both are correct. Never place on busy imagery.

Profile images

Social avatars.

LOOM.

Square — 400 × 400

GitHub, LinkedIn. Full wordmark with namespace tree watermark.

SVG
L

Round — 400 × 400

X / Twitter, Discord. L monogram with teal accent dot.

SVG

Banners

Social headers.

X / Twitter — 1500 × 500

SVG
LOOM.Version control for teamsthat don't lose track.Immutable history · Agent attribution · Hosted control plane

LinkedIn — 1584 × 396

SVG
LOOM.Version control for teams that don't lose track.Immutable history · Agent attribution · Hosted control plane

GitHub — 1280 × 640

SVG
LOOM.AI-native version control.Immutable history. Explicit attribution for everyhuman and AI actor. Nothing disappears.getloom.ai

Color

Palette.

All colors are defined as CSS custom properties. Toggle the theme to see them shift.

Background --bg
Panel --panel
Surface --surface
Text --text
Muted --muted
Accent --accent
Accent deep --accent-deep
Stroke --stroke

Typography

Type scale.

Primary — Space Grotesk

The record is always yours.

Weight 800 for headlines, 400 for body. Tracking tightens with scale: -0.05em at display sizes, -0.02em at body.

Accent — Spectral italic

scales, clarity, human

Used sparingly in headlines for the emotionally loaded word. Always italic, always teal. Applied via <span class="serif">.

Monospace

loom/platform/infrastructure

For IDs, paths, code, and technical values. Semantic use only — never decorative.

Voice

How we write.

Direct

Technical, second-person. Write to a staff engineer. Never explain what they already know.

Outcome-first

Lead with what the reader gets, not how it works. Identity before mechanism.

Declarative

State facts. No exclamation marks. No "excited to announce." Periods, not questions.

Precise

Numbers, specifics, named concepts. Avoid "seamlessly," "easily," "powerful."

Calm

Loom doesn't shout. It states. The reader recognizes quality without being told.

Taglines

Primary Version control for teams that don't lose track.
Technical Immutable history. Stable change IDs. Explicit agent attribution.
Short AI-native version control. Nothing disappears.
Aspirational The record is always yours.