# Loom

> `loom@1.0.0`

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** · `loom@1.0.0` · 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** `(inter@1.0.0)` | OFL-1.1 | sans-serif |
| `body` | **Inter** `(inter@1.0.0)` | OFL-1.1 | sans-serif |
| `mono` | **JetBrainsMono Nerd Font** `(jetbrainsmono-nerdfont@1.0.0)` | 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. 

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*Generated by the brand-atoms converter. Source: `loom@1.0.0` from the encyclopedia.*