W3C Design Tokens
3 filesCross-tool design-token spec (DTCG/W3C). Light + dark mode siblings.
Loom
Loom is an async-video messaging platform — quick screen and camera recordings shared as links — acquired by Atlassian in 2023. The brand voice is friendly, fast, and human. Visually, the identity is the record-spool mark in Loom Purple (#625DF5) on a clean white canvas with near-black body text. Where competing video tools lean on greens and blues, Loom commits to a single committed blue-violet.
1 palette 3 fonts 0 assets 8 rules
Preview prompt
Use the [email protected] brand from brand-atoms.com.
Fetch https://brand-atoms.com/dist/brands/loom/1.0.0/json/brand.json
and apply its role mappings (primary, accent, identity, etc.),
reference the fonts in references.fonts, and honor every rule where
severity is "error". Surface any deviation you choose to make.Downloads
All converter outputs for [email protected]. Served from
/dist/brands/loom/1.0.0/.
JSON
1 filePlain JSON mirror of the resolved brand — palette, fonts, roles, rules.
CSS variables
1 fileCSS custom properties on :root with prefers-color-scheme dark.
SCSS
1 fileSCSS variables + Sass maps for swatches, roles, and fonts.
Tailwind config
1 fileTailwind v3 theme.extend.colors + fontFamily.
Figma Tokens
1 fileFigma Tokens plugin JSON (Tokens Studio compatible).
Swift
1 fileSwift enums for SwiftUI / UIKit color + font tokens.
Kotlin / Compose
1 fileKotlin objects for Jetpack Compose color + typography tokens.
Markdown guide
1 fileHuman-readable brand guide. Same source as the on-page Brand Guide.
Brand Guide
Inline rendering of the Markdown brand guide. Same source as the
markdown/brand-guide.md download.
Loom
Loom is an async-video messaging platform — quick screen and camera recordings shared as links — acquired by Atlassian in 2023. The brand voice is friendly, fast, and human. Visually, the identity is the record-spool mark in Loom Purple (#625DF5) on a clean white canvas with near-black body text. Where competing video tools lean on greens and blues, Loom commits to a single committed blue-violet.
Tags: saas, productivity, loom, async-video, atlassian
Atoms
Palette
Loom · [email protected] · Proprietary — All Rights Reserved
Loom's brand palette, anchored on Loom Purple (#625DF5) — the signature blue-violet that carries the record-spool mark. Loom (acquired by Atlassian in 2023) keeps its own identity color for the async-video product surface. The institutional voice pairs that purple with a clean white canvas and near-black body text on marketing surfaces.
Fonts
| Role | Font | License | Classification |
|---|---|---|---|
heading |
Inter ([email protected]) |
OFL-1.1 | sans-serif |
body |
Inter ([email protected]) |
OFL-1.1 | sans-serif |
mono |
JetBrainsMono Nerd Font ([email protected]) |
OFL-1.1 | monospace |
Swatches
| ID | Name | Value |
|---|---|---|
loom-purple |
Loom Purple | #625DF5 |
loom-white |
Loom White | #FFFFFF |
loom-black |
Loom Black | #1A1A2E |
loom-canvas-dark |
Loom Canvas Dark | #15152B |
loom-surface-light |
Loom Surface Light | #F6F5FB |
loom-surface-dark |
Loom Surface Dark | #252442 |
loom-text-secondary |
Loom Text Secondary | #6B6B7D |
loom-text-tertiary |
Loom Text Tertiary | #9999A9 |
loom-purple-hover |
Loom Purple Hover | #7E7AF7 |
Mode role mappings
Light mode
| Role | Swatch | Hex |
|---|---|---|
background |
loom-white |
#FFFFFF |
surface |
loom-surface-light |
#F6F5FB |
surface-elevated |
loom-white |
#FFFFFF |
text-primary |
loom-black |
#1A1A2E |
text-secondary |
loom-text-secondary |
#6B6B7D |
text-tertiary |
loom-text-tertiary |
#9999A9 |
primary |
loom-purple |
#625DF5 |
primary-hover |
loom-purple-hover |
#7E7AF7 |
accent |
loom-purple |
#625DF5 |
accent-hover |
loom-purple-hover |
#7E7AF7 |
warning |
loom-purple |
#625DF5 |
warning-hover |
loom-purple-hover |
#7E7AF7 |
error |
loom-purple |
#625DF5 |
success |
loom-purple |
#625DF5 |
Dark mode
| Role | Swatch | Hex |
|---|---|---|
background |
loom-canvas-dark |
#15152B |
surface |
loom-surface-dark |
#252442 |
surface-elevated |
loom-surface-dark |
#252442 |
text-primary |
loom-white |
#FFFFFF |
text-secondary |
loom-text-tertiary |
#9999A9 |
text-tertiary |
loom-text-secondary |
#6B6B7D |
primary |
loom-purple |
#625DF5 |
primary-hover |
loom-purple-hover |
#7E7AF7 |
accent |
loom-purple |
#625DF5 |
accent-hover |
loom-purple-hover |
#7E7AF7 |
warning |
loom-purple |
#625DF5 |
warning-hover |
loom-purple-hover |
#7E7AF7 |
error |
loom-purple |
#625DF5 |
success |
loom-purple |
#625DF5 |
Brand semantic roles
Colors
| Role | Swatch | Hex |
|---|---|---|
identity |
loom-purple |
#625DF5 |
on-identity |
loom-white |
#FFFFFF |
primary |
loom-purple |
#625DF5 |
primary-hover |
loom-purple-hover |
#7E7AF7 |
accent |
loom-purple |
#625DF5 |
accent-hover |
loom-purple-hover |
#7E7AF7 |
success |
loom-purple |
#625DF5 |
warning |
loom-purple |
#625DF5 |
error |
loom-purple |
#625DF5 |
background-light |
loom-white |
#FFFFFF |
background-dark |
loom-canvas-dark |
#15152B |
surface-light |
loom-surface-light |
#F6F5FB |
surface-dark |
loom-surface-dark |
#252442 |
text-primary-light |
loom-black |
#1A1A2E |
text-primary-dark |
loom-white |
#FFFFFF |
Typography
| Role | Font role key |
|---|---|
display |
heading |
prose |
body |
code |
mono |
Rules
🛑 error (6)
colorChoice → logo.mark
- allowed: loom-purple, loom-white, loom-black
- forbidden: any-non-brand-color
The Loom record-spool mark renders in Loom Purple on light surfaces and in white on dark surfaces. Recoloring the mark into off-brand hues violates Loom's brand-use guidance.
forbiddenTreatment → logo
- treatments: stretched, rotated, recolored, drop-shadow, on-busy-photo, gradient-fill
Loom's press resources prohibit stretching, rotating, recoloring, or applying decorative effects to the mark.
contrastRatio → text-primary
- against:
background - minRatio:
4.5 - standard:
WCAG-AA
WCAG 2.1 Level AA contrast minimum for body text. Loom Black (#1A1A2E) on Loom White (#FFFFFF) clears AA comfortably.
variantSelection → logo
- use:
logo-light - when:
backgroundColorScheme="dark"
On dark surfaces, use Loom's documented light-fill mark variant; do not invert the purple mark on the fly.
contextRestriction → roles.colors.identity
- forbiddenContexts: product-of-competitor, merchandise, endorsement-implication, company-name-or-domain
Loom's trademark guidance forbids use of the Loom name and mark in third-party company names, domains, and uses that imply affiliation or endorsement.
accessibilityRequirement → *
- standard:
WCAG-AA - criterion:
1.4.3
WCAG 2.1 Success Criterion 1.4.3 (Contrast Minimum) — Level AA. Loom-skinned surfaces must clear AA on body text.
⚠️ warning (1)
enumMembership → typography.heading.fontWeight
- allowed: 500, 600, 700
Loom's marketing surfaces render headings in the 500–700 band; lighter weights undermine the confident voice of the brand.
💡 recommendation (1)
compositionConstraint → roles.colors.identity
- pairsWith: loom-white, loom-black, loom-surface-light
Loom Purple is calibrated to read on white and near-black. Pairing it with another saturated hue at the same weight breaks the friendly, focused voice of the brand surface.
Provenance
- Source: https://www.loom.com/press
- License:
Proprietary — All Rights Reserved - Attribution: Loom and the Loom logo are trademarks of Loom, Inc. (an Atlassian company). The primary brand color Loom Purple (#625DF5) is documented on Loom's press resources. brand-atoms catalogues only the publicly documented signature color and authored neutrals; licensed application of the Loom name and mark is governed by Loom's brand-use guidance at loom.com/press.
- Imported:
2026-05-18 - Notes: Loom's marketing pages render in a neutral humanist sans consistent with Inter; Inter is referenced here as the primary face and is already in the brand-atoms catalog.
Generated by the brand-atoms converter. Source: [email protected] from the encyclopedia.
Components — same template, themed by Loom
Every block below renders from the resolved palette + font references on this brand. Swap the brand and the same template re-themes — no per-brand component code required.
Loom
A clear hierarchy in Loom's typeface
Tertiary heading — supporting structure
Body copy renders in the brand's prose font on the brand's background.
Inline links and highlighted phrases pick up
the brand's primary and highlight roles. Code spans like brand.references.palette
fall back to the monospace face.
A blockquote uses the brand's accent color as its rule. Useful for pulling tagline copy out of running prose.
Bulleted list
- Bullet markers inherit the brand's primary color.
- Item spacing reads as a deliberate vertical rhythm.
- Nested items still resolve to the same primary.
- Second-level item using the accent.
- Third bullet wraps cleanly at narrow widths.
Numbered list
- Open the brand's resolved spec.
- Apply roles to the component template.
- Render the surface in the brand's identity.
- Audit the output against the typed rules.
Callout boxes
Info
Neutral status — provides supplemental context without urgency. Uses the brand's primary as the rule.
Success
Confirms a completed action — palette role success determines the rule color.
Warning
Calls out something that needs attention but isn't an error — palette role warning.
Error
Surfaces a failure that blocks progress — palette role error. Use sparingly.
Table
| Role | Resolves to | Mode |
|---|---|---|
| primary | brand color #1 | light + dark |
| accent | brand color #2 | light + dark |
| warning | brand warning | light + dark |
| error | brand error | light + dark |
Atoms
Brand semantic roles
Brand-level role overrides on top of palette-default mappings. Each role resolves to a concrete swatch or font reference.
Colors
accent
→ loom-purple #625DF5 accent-hover
→ loom-purple-hover #7E7AF7 background-dark
→ loom-canvas-dark #15152B background-light
→ loom-white #FFFFFF error
→ loom-purple #625DF5 identity
→ loom-purple #625DF5 on-identity
→ loom-white #FFFFFF primary
→ loom-purple #625DF5 primary-hover
→ loom-purple-hover #7E7AF7 success
→ loom-purple #625DF5 surface-dark
→ loom-surface-dark #252442 surface-light
→ loom-surface-light #F6F5FB text-primary-dark
→ loom-white #FFFFFF text-primary-light
→ loom-black #1A1A2E warning
→ loom-purple #625DF5 Typography
code
→ mono JetBrainsMono Nerd Font display
→ heading Inter prose
→ body Inter Palette mode mappings (from loom)
Light mode (14 roles)
accent
→ loom-purple accent-hover
→ loom-purple-hover background
→ loom-white error
→ loom-purple primary
→ loom-purple primary-hover
→ loom-purple-hover success
→ loom-purple surface
→ loom-surface-light surface-elevated
→ loom-white text-primary
→ loom-black text-secondary
→ loom-text-secondary text-tertiary
→ loom-text-tertiary warning
→ loom-purple warning-hover
→ loom-purple-hover Dark mode (14 roles)
accent
→ loom-purple accent-hover
→ loom-purple-hover background
→ loom-canvas-dark error
→ loom-purple primary
→ loom-purple primary-hover
→ loom-purple-hover success
→ loom-purple surface
→ loom-surface-dark surface-elevated
→ loom-surface-dark text-primary
→ loom-white text-secondary
→ loom-text-tertiary text-tertiary
→ loom-text-secondary warning
→ loom-purple warning-hover
→ loom-purple-hover Rules (8 typed constraints)
error · 6 rules
colorChoice logo.mark allowed loom-purple, loom-white, loom-black forbidden any-non-brand-color The Loom record-spool mark renders in Loom Purple on light surfaces and in white on dark surfaces. Recoloring the mark into off-brand hues violates Loom's brand-use guidance.
forbiddenTreatment logo treatments stretched, rotated, recolored, drop-shadow, on-busy-photo, gradient-fill Loom's press resources prohibit stretching, rotating, recoloring, or applying decorative effects to the mark.
contrastRatio text-primary against background minRatio 4.5 standard WCAG-AA WCAG 2.1 Level AA contrast minimum for body text. Loom Black (#1A1A2E) on Loom White (#FFFFFF) clears AA comfortably.
variantSelection logo use logo-light when backgroundColorScheme="dark" On dark surfaces, use Loom's documented light-fill mark variant; do not invert the purple mark on the fly.
contextRestriction roles.colors.identity forbiddenContexts product-of-competitor, merchandise, endorsement-implication, company-name-or-domain Loom's trademark guidance forbids use of the Loom name and mark in third-party company names, domains, and uses that imply affiliation or endorsement.
accessibilityRequirement * standard WCAG-AA criterion 1.4.3 WCAG 2.1 Success Criterion 1.4.3 (Contrast Minimum) — Level AA. Loom-skinned surfaces must clear AA on body text.
warning · 1 rule
enumMembership typography.heading.fontWeight allowed 500, 600, 700 Loom's marketing surfaces render headings in the 500–700 band; lighter weights undermine the confident voice of the brand.
recommendation · 1 rule
compositionConstraint roles.colors.identity pairsWith loom-white, loom-black, loom-surface-light Loom Purple is calibrated to read on white and near-black. Pairing it with another saturated hue at the same weight breaks the friendly, focused voice of the brand surface.
Provenance
- Source
- https://www.loom.com/press
- License
Proprietary — All Rights Reserved- Attribution
- Loom and the Loom logo are trademarks of Loom, Inc. (an Atlassian company). The primary brand color Loom Purple (#625DF5) is documented on Loom's press resources. brand-atoms catalogues only the publicly documented signature color and authored neutrals; licensed application of the Loom name and mark is governed by Loom's brand-use guidance at loom.com/press.
- Imported
2026-05-18- Notes
- Loom's marketing pages render in a neutral humanist sans consistent with Inter; Inter is referenced here as the primary face and is already in the brand-atoms catalog.