LOOP automates documents to decisions — and gets smarter every time an expert uses it.
Two concentric rings — outer thicker, inner narrower. Reads as a target, an "O", a record's eye, and the closing of a loop. The mark is the primary brand expression. It works at icon size (16px) and on billboards (no minimum size in V1).
Cream on forest green — primary
Forest green on cream — inverse
Black on white — emergency only
"loop" in Fraunces — lowercase always, never uppercase. The lockup pairs the wordmark with the mark in a small rounded-square container. Use the lockup wherever space allows — the mark alone for tight surfaces (favicons, small icons).
Warm, restrained, and document-grounded. Forest green is the brand color. Cream is the canvas. Amber and red surface uncertainty and risk. Bright tech blues and neon greens are not in this system — they would betray the "respectful upgrade of paper" tone the product is going for.
Forest green (primary)
Warm cream (canvas)
Sage tint
Mint accent (italic)
Ink (primary text)
Muted (secondary text)
Surface 2 (alt)
Border
Tier green — pass / verified
Tier amber — review / warn
Tier red — fail / not found
Tier purple — extracting
Doc tab bar
Viewport "dark room"
Cream paper
Three faces, used with discipline. Fraunces (display + headlines + deal names) signals "this is a financial document, treat it with gravity." DM Sans does all UI and body copy. DM Mono carries every value, citation, and timestamp — the system speaking to the underwriter in machine voice. Mixing rule: any extracted value renders in DM Mono. Any label describing that value renders in DM Sans. Any name or title renders in Fraunces.
Confident but never boastful. Specific, never vague. Plain, never breathless. The product is built for finance professionals who have a low tolerance for marketing language and a high tolerance for nuance. Lead with what the system does, not how clever it is.
"LOOP automates the pipeline from documents to decisions — and gets smarter every time an expert uses it."
Specific verb. Names a real workflow. Implies a feedback loop without overpromising. Reads the same to an underwriter and a CFO.
"Revolutionary AI-powered platform reimagining underwriting for the modern enterprise."
Vague verb. No real workflow named. Marketing language ("revolutionary," "reimagining") that finance professionals tune out. Reads as if written by someone who's never met an underwriter.
"3 docs needed"
Quantified, neutral, action-oriented. Tells the user what's missing without judging.
"Oops! Looks like you're missing some files."
Faux-friendly tone, no quantification, infantilizes the user. Avoid every word in this sentence.
Three sample applications drawn from the wireframe set, each showing the brand system in context.