# Latchel Brand Identity

A complete profile of **Latchel**'s visual system — colors, typography, components, and personality.

## Quick Facts

| Field       | Value   |
|-------------|---------|
| Primary     | #FF9B8A |
| Accent      | #FF9B8A |
| Body Font   | GT Walsheim |
| Heading Font | GT Walsheim |

## 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**  
  - Image:   
  - Source: [Top 10 Real Estate ETFs](https://latchel.com/top-10-real-estate-etfs/)  
- **Latchel Blog | News, Tips, and Insights from Property Management Experts**  
  - Image:   
  - Source: [Latchel Blog](https://latchel.com/blog/)  
- **Knowing the Difference Between a Routine and an Emergency Maintenance Request | Latchel**  
  - Image:   
  - Source: [Routine vs Emergency Request](https://latchel.com/knowing-the-difference-between-a-routine-and-an-emergency-maintenance-request/)  
- **Latchel Blog | News, Tips, and Insights from Property Management Experts**  
  - Image:   
  - Source: [Latchel Blog](https://latchel.com/blog/)  
- **Ep 44: What the Fast Expansion of ”Build For Rent” Means for Property Management Companies | The Latchel Property Management Podcast**  
  - Image:   
  - Source: [Podcast Episode](https://podcast.latchel.com/e/ep-44-what-the-fast-expansion-of-build-for-rent-means-for-property-management-companies/)  
- **Top 6 Best Free Property Management Software | Latchel**  
  - Image:   
  - Source: [Best Free Property Management Software](https://latchel.com/top-6-best-free-property-management-software/)

## 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.