Latchel Brand Identity

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

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

Quick Facts

Color Palette

• primary: #FF9B8A
• secondary: #EA4335
• accent: #FF9B8A
• background: #FFFDFB
• textPrimary: #373737
• link: #EF3F56

Typography

• primary: GT Walsheim — https://fonts.google.com/specimen/GT+Walsheim
• heading: GT Walsheim — https://fonts.google.com/specimen/GT+Walsheim

Visual Assets

• Logo:
• Favicon:
• Social card (og:image):

UI Components

• buttonPrimary: background=#FF9B8A, textColor=#373737, borderColor=#373737, borderRadius=4px, shadow=none
• buttonSecondary: background=#FFFDFB, textColor=#333333, borderRadius=0px, shadow=none

Brand Personality

Tone: modern · Energy: medium · Audience: property managers and real estate professionals

Latchel Brand in the Wild

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

• Top 10 Real Estate ETFs | Latchel
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  • Source: Link
• Latchel Blog | News, Tips, and Insights from Property Management Experts
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  • Source: Link
• Knowing the Difference Between a Routine and an Emergency Maintenance Request | Latchel
  • Image:
  • Source: Link
• Latchel Blog | News, Tips, and Insights from Property Management Experts
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  • Source: Link
• Ep 44: What the Fast Expansion of ”Build For Rent” Means for Property Management Companies | The Latchel Property Management Podcast
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  • Source: Link
• Top 6 Best Free Property Management Software | Latchel
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  • Source: Link

Working with these fonts

Not found on Google Fonts? Follow these instructions 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.