---
title: Brand kit
url: https://lukefwalton.com/brand-kit/
recordKind: surface
source: src/pages/brand-kit.astro
derivedFrom:
  - ask-the-archive/src/lib/legibility-records.ts
  - src/lib/brand-assets.ts
recordIds:
  - page:brand-kit
---

# Brand kit

## Page text

_Static prose extracted from the page source; dynamic parts omitted. See the record below._

<a href="home.html">Luke F. Walton</a>
<h3>Brand kit</h3>
<p>Marks, colors, and type. The palette is built from traditional Japanese colors: woodblock blues, pigment greens, earth-toned accents.</p>
<p><a href="#logos">Logos</a>·<a href="#colors">Colors</a>·<a href="#type">Type</a></p>
<section>
<p>Logos</p>
<h4>Marks</h4>
<p>Self-hosted brand marks. SVG and PNG for web; EPS where available for print. The Surmado originals also live on <a href="https://www.surmado.com/">surmado.com</a>.</p>
</section>
<section>
<p>Colors · his personal brand colors</p>
<h4>1: Green (primary)</h4>
<p>The primary brand color, from the site homepage. Forest is the dark anchor; verdigris is the lighter shade for tints and accents.</p>
<h4>2: Blue (secondary)</h4>
<p>All the blues come from Japanese woodblock prints, not a generic web-blue: the Prussian blue (ベロ藍, <em>bero-ai</em>) and indigo (藍, <em>ai</em>) Hokusai used in <em>The Great Wave</em>.</p>
<h4>3: Accents</h4>
<p>Used sparingly: gold for calls to action, plus two rarer warm accents.</p>
<h4>Surfaces</h4>
<p>The website uses warm paper; the apps use cool paper over dark themes. Green ties the two together.</p>
<b>Web: warm</b> Rice-paper #F4EEDD · ink #111714.
<b>Apps: cool</b> Paper #EFF9FE over dark themes · ink #071D2B.
</section>
<section>
<p>Type · by purpose</p>
<h4>Three typefaces, by purpose</h4>
<p>One typeface per purpose: Literata for reading, Fraunces for display, Inter for UI.</p>
<p>Display → <b>Fraunces</b></p>
<p>Answer for it.</p>
<p>Hero words, large titles, and display type. The app default.</p>
<p>Prose → <b>Literata</b></p>
<p>A serif for reading at length: essays, definitions, and long-form pages.</p>
<p>Website body and long-form text.</p>
<p>UI → <b>Inter</b></p>
<p>Settings · Log a set · 12:04 · 87 kg · Continue</p>
<p>App chrome, controls, onboarding, and numbers.</p>
<p>Japanese (<a href="jp.html">/jp</a>) pairs <b>Noto Serif JP</b> with Literata.</p>
</section>
<p>Full spec and tokens: the design system's STYLE-GUIDE.md.</p>

## Record

### Brand kit

**Summary.** Logos, personal brand colors, and type for Luke F. Walton: Scoobert Doobert, Love Music More, and Surmado marks, plus the forest-and-verdigris palette and the site typefaces.

Brand kit at /brand-kit/. Sections: Logos (#logos), Colors (#colors), Type (#type). The marks are the Scoobert Doobert SD monogram, the LOVE y? graphic, the Love Music More stacked wordmark (Grizzard Graphics), and the Surmado marks. Colors are his personal brand colors: forest and verdigris first, then the woodblock blues, then gold, rust, and jacaranda. Type is Fraunces, Literata, Inter, and Noto Serif JP, one face per purpose. /style/ redirects here. The #colors and #type anchors kept their names.

- Record id: page:brand-kit

Archived from https://lukefwalton.com/brand-kit/. Canonical: https://lukefwalton.com/brand-kit/. This is a surface record: a normalized public-canon summary built from the same data modules as the live page, not a copy of the rendered page.