31 Commits

Author SHA1 Message Date
Necati Özmen 664b3e78fd Update launchkit banner image in README 2026-06-16 17:21:08 +03:00
Necati Özmen 7be5c64462 Update AI Design Tools section in README
Removed old description of AI design tools and updated links.
2026-06-15 21:41:59 +03:00
necatiozmen 962e08c334 add nintendo design 2026-06-08 06:58:20 +03:00
necatiozmen 6d10c14574 Merge branch 'main' of https://github.com/VoltAgent/awesome-design-md 2026-05-30 19:12:02 +03:00
necatiozmen ef17f5c339 add new design 2026-05-30 19:12:00 +03:00
Necati Özmen 4a8c23122c Fix typo in README.md regarding DESIGN.md 2026-05-28 10:23:54 +03:00
Necati Özmen 4f860a1ed8 Improve README.md description of DESIGN.md
Enhanced the description of DESIGN.md for clarity and detail.
2026-05-28 10:08:59 +03:00
Necati Özmen 9086343fa1 Update README 2026-05-28 10:07:16 +03:00
Necati Özmen 1208fbaf01 Update image source in README.md 2026-05-28 09:47:07 +03:00
Necati Özmen ce17d6c67e Enhance README
Added sponsorship badge and updated community ranking information.
2026-05-27 13:14:30 +03:00
necatiozmen 654ad692f7 update README 2026-05-27 13:00:34 +03:00
necatiozmen ab474a3c87 update tools section 2026-05-27 10:41:28 +03:00
Necati Özmen 2ef34b4d0d Update README with images and details
Added new images and sponsorship information to the README.
2026-05-27 10:11:32 +03:00
necatiozmen 6034996f66 update tools section 2026-05-27 09:48:22 +03:00
necatiozmen 3883984baf fix design md 2026-05-18 17:31:55 +03:00
necatiozmen 4482a96f9c update names 2026-05-17 14:36:00 +03:00
necatiozmen e06a966603 update design name 2026-05-17 07:09:34 +03:00
necatiozmen f2d6b17d0d update design.md v2 2026-05-11 16:33:01 +03:00
necatiozmen beec066d6a update DESIGN.md to v2 2026-05-08 14:47:37 +03:00
necatiozmen da068674db remove old entry 2026-05-02 21:51:21 +03:00
necatiozmen 3440bf2629 remove old link 2026-05-02 21:49:07 +03:00
necatiozmen 4990fd5168 update DESIGN.md v2 2026-05-02 20:37:58 +03:00
necatiozmen 863444e92f update design md v2 2026-05-02 09:33:09 +03:00
Necati Özmen fc722f6224 Merge pull request #392 from VoltAgent/update-urls
update urls
2026-05-01 19:58:44 +03:00
necatiozmen e2ada2147d update urls 2026-05-01 19:54:30 +03:00
necatiozmen 6dc4def886 Merge branch 'main' of https://github.com/VoltAgent/awesome-design-md 2026-04-19 17:39:51 +03:00
necatiozmen e9d6e5337e add new design 2026-04-19 17:39:48 +03:00
Necati Özmen 62dc6126a2 Update image tag in README.md
Removed height attribute from image in README.
2026-04-17 13:35:59 +03:00
necatiozmen 12c50a413f add new designs 2026-04-16 11:46:19 +03:00
necatiozmen 6243748739 add new designs 2026-04-11 18:20:00 +03:00
Necati Özmen 3a2b404f87 Merge pull request #343 from VoltAgent/add-new-designs
add new designs
2026-04-10 11:02:34 +03:00
149 changed files with 40680 additions and 70 deletions
+59 -9
View File
@@ -1,5 +1,6 @@
<a href="https://github.com/VoltAgent/voltagent">
<img width="1500" height="801" alt="claude-skills" src="https://github.com/user-attachments/assets/d012a0d2-cec3-4630-ba5e-acc339dbe6cf" />
<img width="1500" alt="claude-skills" src="https://cdn.voltagent.dev/awesome-repo/logo.json.svg" />
</a>
@@ -7,7 +8,7 @@
<br/>
<div align="center">
<strong>Curated collection of DESIGN.md files inspired by developer focused websites.</strong>
<strong>Curated collection of DESIGN.md analysis by developer focused websites.</strong>
<br />
<br />
@@ -16,7 +17,7 @@
<div align="center">
[![Awesome](https://awesome.re/badge.svg)](https://awesome.re)
![DESIGN.md Count](https://img.shields.io/badge/DESIGN.md%20count-62-10b981?style=classic)
![DESIGN.md Count](https://img.shields.io/badge/DESIGN.md%20count-73-10b981?style=classic)
[![Last Update](https://img.shields.io/github/last-commit/VoltAgent/awesome-design-md?label=Last%20update&style=classic)](https://github.com/VoltAgent/awesome-design-md)
[![Discord](https://img.shields.io/discord/1361559153780195478.svg?label=&logo=discord&logoColor=ffffff&color=7389D8&labelColor=6A7EC2)](https://s.voltagent.dev/discord)
@@ -25,7 +26,9 @@
# Awesome DESIGN.md
Copy a DESIGN.md into your project, tell your AI agent "build me a page that looks like this" and get pixel-perfect UI that actually matches.
Copy a DESIGN.md into your project, tell your AI agent build me a page that looks like this,” and generate high-quality UI that stays visually consistent with the design language.
Built with real design depth — including analyzed patterns, tokens, and rules — for high-quality UI generation, not surface-level outputs.
## What is DESIGN.md?
@@ -45,9 +48,40 @@ It's just a markdown file. No Figma exports, no JSON schemas, no special tooling
You can [request a DESIGN.md](https://getdesign.md/request) for specific website, including private requests delivered exclusively to you.
## Sponsors ❤️
## AI Design + Build Ecosystem Tools
<br/>
<a href="https://launchkit.getdesign.md/">
<img src="https://cdn.voltagent.dev/awesome-repo/launchkit-banner-3.png" alt="launchkit" /><br/>
</a>
<br/>
<div align="center">
<table>
<tr>
<td align="center" width="100%">
<h4>👉 Feature your product alongside the developers, designers, and vibecoders shipping UI with AI coding agents and web builders.</h4>
<sub>Ranked #150 globally on GitHub. A community resource used by developers, designers, and vibecoders.</sub>
<a href="https://sponsors.voltagent.dev/#awesome-design-md"><img src="https://img.shields.io/badge/📩_Become_a_Sponsor-Contact_Us-blue?style=for-the-badge&logoColor=white" alt="Become a Sponsor" /></a>
</td>
</tr>
</table>
</div>
[Become a Sponsor](https://github.com/sponsors/VoltAgent/sponsorships?tier_id=605140) [1M+ view] — your logo here and get listed on [getdesign.md](https://getdesign.md/)
## Collection
@@ -61,7 +95,7 @@ You can [request a DESIGN.md](https://getdesign.md/request) for specific website
- [**Ollama**](https://getdesign.md/ollama/design-md) - Run LLMs locally. Terminal-first, monochrome simplicity
- [**OpenCode AI**](https://getdesign.md/opencode.ai/design-md) - AI coding platform. Developer-centric dark theme
- [**Replicate**](https://getdesign.md/replicate/design-md) - Run ML models via API. Clean white canvas, code-forward
- [**RunwayML**](https://getdesign.md/runwayml/design-md) - AI video generation. Cinematic dark UI, media-rich layout
- [**Runway**](https://getdesign.md/runwayml/design-md) - AI creative-tools platform with an editorial film-festival aesthetic — cinematic dark heroes, paper-white reading bands, single proprietary sans, and pure black pill CTAs.
- [**Together AI**](https://getdesign.md/together.ai/design-md) - Open-source AI infrastructure. Technical, blueprint-style design
- [**VoltAgent**](https://getdesign.md/voltagent/design-md) - AI agent framework. Void-black canvas, emerald accent, terminal-native
- [**xAI**](https://getdesign.md/x.ai/design-md) - Elon Musk's AI lab. Stark monochrome, futuristic minimalism
@@ -83,7 +117,7 @@ You can [request a DESIGN.md](https://getdesign.md/request) for specific website
- [**HashiCorp**](https://getdesign.md/hashicorp/design-md) - Infrastructure automation. Enterprise-clean, black and white
- [**MongoDB**](https://getdesign.md/mongodb/design-md) - Document database. Green leaf branding, developer documentation focus
- [**PostHog**](https://getdesign.md/posthog/design-md) - Product analytics. Playful hedgehog branding, developer-friendly dark UI
- [**Sanity**](https://getdesign.md/sanity/design-md) - Headless CMS. Red accent, content-first editorial layout
- [**Sanity**](https://getdesign.md/sanity/design-md) - Headless content platform with a dark-first editorial marketing surface — 112px display type, IBM Plex Mono technical eyebrows, and a single coral-red accent reserved for the highest-priority CTA.
- [**Sentry**](https://getdesign.md/sentry/design-md) - Error monitoring. Dark dashboard, data-dense, pink-purple accent
- [**Supabase**](https://getdesign.md/supabase/design-md) - Open-source Firebase alternative. Dark emerald theme, code-first
@@ -111,6 +145,7 @@ You can [request a DESIGN.md](https://getdesign.md/request) for specific website
- [**Binance**](https://getdesign.md/binance/design-md) - Crypto exchange. Bold Binance Yellow on monochrome, trading-floor urgency
- [**Coinbase**](https://getdesign.md/coinbase/design-md) - Crypto exchange. Clean blue identity, trust-focused, institutional feel
- [**Kraken**](https://getdesign.md/kraken/design-md) - Crypto trading platform. Purple-accented dark UI, data-dense dashboards
- [**Mastercard**](https://getdesign.md/mastercard/design-md) - Global payments network. Warm cream canvas, orbital pill shapes, editorial warmth
- [**Revolut**](https://getdesign.md/revolut/design-md) - Digital banking. Sleek dark interface, gradient cards, fintech precision
- [**Stripe**](https://getdesign.md/stripe/design-md) - Payment infrastructure. Signature purple gradients, weight-300 elegance
- [**Wise**](https://getdesign.md/wise/design-md) - International money transfer. Bright green accent, friendly and clear
@@ -121,29 +156,44 @@ You can [request a DESIGN.md](https://getdesign.md/request) for specific website
- [**Meta**](https://getdesign.md/meta/design-md) - Tech retail store. Photography-first, binary light/dark surfaces, Meta Blue CTAs
- [**Nike**](https://getdesign.md/nike/design-md) - Athletic retail. Monochrome UI, massive uppercase Futura, full-bleed photography
- [**Shopify**](https://getdesign.md/shopify/design-md) - E-commerce platform. Dark-first cinematic, neon green accent, ultra-light display type
- [**Starbucks**](https://getdesign.md/starbucks/design-md) - Coffee retail flagship. Four-tier earth-green system, warm cream canvas, proprietary SoDoSans typography
### Media & Consumer Tech
- [**Apple**](https://getdesign.md/apple/design-md) - Consumer electronics. Premium white space, SF Pro, cinematic imagery
- [**HP**](https://getdesign.md/hp/design-md) - PC and printer maker. Pure white canvas, HP Electric Blue signal CTA, geometric Forma DJR Micro, blue chevron decorations
- [**IBM**](https://getdesign.md/ibm/design-md) - Enterprise technology. Carbon design system, structured blue palette
- [**NVIDIA**](https://getdesign.md/nvidia/design-md) - GPU computing. Green-black energy, technical power aesthetic
- [**Pinterest**](https://getdesign.md/pinterest/design-md) - Visual discovery platform. Red accent, masonry grid, image-first
- [**PlayStation**](https://getdesign.md/playstation/design-md) - Gaming console retail. Three-surface channel layout, cyan hover-scale interaction
- [**SpaceX**](https://getdesign.md/spacex/design-md) - Space technology. Stark black and white, full-bleed imagery, futuristic
- [**Spotify**](https://getdesign.md/spotify/design-md) - Music streaming. Vibrant green on dark, bold type, album-art-driven
- [**The Verge**](https://getdesign.md/theverge/design-md) - Tech editorial media. Acid-mint and ultraviolet accents, Manuka display type
- [**Uber**](https://getdesign.md/uber/design-md) - Mobility platform. Bold black and white, tight type, urban energy
- [**Vodafone**](https://getdesign.md/vodafone/design-md) - Global telecom brand. Monumental uppercase display, Vodafone Red chapter bands
- [**WIRED**](https://getdesign.md/wired/design-md) - Tech magazine. Paper-white broadsheet density, custom serif, ink-blue links
### Automotive
- [**BMW**](https://getdesign.md/bmw/design-md) - Luxury automotive. Dark premium surfaces, precise German engineering aesthetic
- [**BMW M**](https://getdesign.md/bmw-m/design-md) - Performance automotive. Motorsport-inspired contrast, M color accents, precision-driven layout
- [**Bugatti**](https://getdesign.md/bugatti/design-md) - Luxury hypercar. Cinema-black canvas, monochrome austerity, monumental display type
- [**Ferrari**](https://getdesign.md/ferrari/design-md) - Luxury automotive. Chiaroscuro black-white editorial, Ferrari Red with extreme sparseness
- [**Lamborghini**](https://getdesign.md/lamborghini/design-md) - Luxury automotive. True black cathedral, gold accent, LamboType custom Neo-Grotesk
- [**Renault**](https://getdesign.md/renault/design-md) - French automotive. Vivid aurora gradients, NouvelR proprietary typeface, zero-radius buttons
- [**Tesla**](https://getdesign.md/tesla/design-md) - Electric vehicles. Radical subtraction, cinematic full-viewport photography, Universal Sans
### Retro Web · DESIGN.md Nostalgia
A Saturday series — DESIGN.md files extracted from the web of the 1990s. Drop one in and tell your AI agent to build a period-accurate vintage UI.
- [**Dell (1996)**](https://getdesign.md/dell-1996/design-md) - Catalog-era enterprise web. Literal black page frame, flat color-block "ribbon cards", chunky Helvetica-Black titles over Times Roman body, and hand-cut GIF stickers (NEW! bursts, award seals, beveled product photos).
- [**Nintendo.com (2001)**](https://getdesign.md/nintendo-2001/design-md) - Y2K "console chrome" web. Brushed-periwinkle beveled metal panels, a halftone-dotted carbon nav glowing amber, outlined Arial-Black box-art wordmarks over circuit-board hero fields, and a pixel Mario welcome bubble.
## What's Inside Each DESIGN.md
Every file follows the [Stitch DESIGN.md format](https://stitch.withgoogle.com/docs/design-md/format/) with extended sections:
Every file follows the [Stitch DESIGN.md format](https://stitch.withgoogle.com/docs/design-md/specification/) with extended sections:
| # | Section | What it captures |
|---|---------|-----------------|
+545
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@@ -0,0 +1,545 @@
---
version: alpha
name: Airbnb-design-analysis
description: A warm, generous consumer marketplace anchored on a clean white canvas and Airbnb Rausch (#ff385c), the single brand voltage that carries every primary CTA, search-button orb, and rating dot. Type runs Airbnb Cereal VF at modest weights — display sits at 2228px in weight 500/600 rather than the heavy 700+ that fintech and enterprise systems use; the brand trusts photography and generous whitespace over typographic muscle. Three product entries (Homes, Experiences, Services) sit in the top nav with hand-illustrated 32-icon glyphs and "NEW" badges, signaling a marketplace expansion rather than a feature dump. Pill-shaped search bars (`{rounded.full}`), softly rounded property cards (`{rounded.lg}` ~14px), and 32px button radii read as friendly and human — there is no hard corner anywhere except the body grid.
colors:
primary: "#ff385c"
primary-active: "#e00b41"
primary-disabled: "#ffd1da"
primary-error-text: "#c13515"
primary-error-text-hover: "#b32505"
luxe: "#460479"
plus: "#92174d"
ink: "#222222"
body: "#3f3f3f"
muted: "#6a6a6a"
muted-soft: "#929292"
hairline: "#dddddd"
hairline-soft: "#ebebeb"
border-strong: "#c1c1c1"
canvas: "#ffffff"
surface-soft: "#f7f7f7"
surface-card: "#ffffff"
surface-strong: "#f2f2f2"
on-primary: "#ffffff"
on-dark: "#ffffff"
legal-link: "#428bff"
star-rating: "#222222"
scrim: "#000000"
typography:
display-xl:
fontFamily: "'Airbnb Cereal VF', Circular, -apple-system, system-ui, Roboto, 'Helvetica Neue', sans-serif"
fontSize: 28px
fontWeight: 700
lineHeight: 1.43
letterSpacing: 0
display-lg:
fontFamily: "'Airbnb Cereal VF', Circular, sans-serif"
fontSize: 22px
fontWeight: 500
lineHeight: 1.18
letterSpacing: -0.44px
display-md:
fontFamily: "'Airbnb Cereal VF', Circular, sans-serif"
fontSize: 21px
fontWeight: 700
lineHeight: 1.43
letterSpacing: 0
display-sm:
fontFamily: "'Airbnb Cereal VF', Circular, sans-serif"
fontSize: 20px
fontWeight: 600
lineHeight: 1.20
letterSpacing: -0.18px
title-md:
fontFamily: "'Airbnb Cereal VF', Circular, sans-serif"
fontSize: 16px
fontWeight: 600
lineHeight: 1.25
letterSpacing: 0
title-sm:
fontFamily: "'Airbnb Cereal VF', Circular, sans-serif"
fontSize: 16px
fontWeight: 500
lineHeight: 1.25
letterSpacing: 0
rating-display:
fontFamily: "'Airbnb Cereal VF', Circular, sans-serif"
fontSize: 64px
fontWeight: 700
lineHeight: 1.1
letterSpacing: -1px
body-md:
fontFamily: "'Airbnb Cereal VF', Circular, sans-serif"
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
body-sm:
fontFamily: "'Airbnb Cereal VF', Circular, sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.43
letterSpacing: 0
caption:
fontFamily: "'Airbnb Cereal VF', Circular, sans-serif"
fontSize: 14px
fontWeight: 500
lineHeight: 1.29
letterSpacing: 0
caption-sm:
fontFamily: "'Airbnb Cereal VF', Circular, sans-serif"
fontSize: 13px
fontWeight: 400
lineHeight: 1.23
letterSpacing: 0
badge:
fontFamily: "'Airbnb Cereal VF', Circular, sans-serif"
fontSize: 11px
fontWeight: 600
lineHeight: 1.18
letterSpacing: 0
micro-label:
fontFamily: "'Airbnb Cereal VF', Circular, sans-serif"
fontSize: 12px
fontWeight: 700
lineHeight: 1.33
letterSpacing: 0
uppercase-tag:
fontFamily: "'Airbnb Cereal VF', Circular, sans-serif"
fontSize: 8px
fontWeight: 700
lineHeight: 1.25
letterSpacing: 0.32px
textTransform: uppercase
button-md:
fontFamily: "'Airbnb Cereal VF', Circular, sans-serif"
fontSize: 16px
fontWeight: 500
lineHeight: 1.25
letterSpacing: 0
button-sm:
fontFamily: "'Airbnb Cereal VF', Circular, sans-serif"
fontSize: 14px
fontWeight: 500
lineHeight: 1.29
letterSpacing: 0
link:
fontFamily: "'Airbnb Cereal VF', Circular, sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.43
letterSpacing: 0
nav-link:
fontFamily: "'Airbnb Cereal VF', Circular, sans-serif"
fontSize: 16px
fontWeight: 600
lineHeight: 1.25
letterSpacing: 0
rounded:
none: 0px
xs: 4px
sm: 8px
md: 14px
lg: 20px
xl: 32px
full: 9999px
spacing:
xxs: 2px
xs: 4px
sm: 8px
md: 12px
base: 16px
lg: 24px
xl: 32px
xxl: 48px
section: 64px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.sm}"
padding: 14px 24px
height: 48px
button-primary-active:
backgroundColor: "{colors.primary-active}"
textColor: "{colors.on-primary}"
rounded: "{rounded.sm}"
button-primary-disabled:
backgroundColor: "{colors.primary-disabled}"
textColor: "{colors.on-primary}"
rounded: "{rounded.sm}"
button-secondary:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.sm}"
padding: 13px 23px
height: 48px
button-tertiary-text:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.button-md}"
button-pill-rausch:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-sm}"
rounded: "{rounded.full}"
padding: 10px 20px
search-orb:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
rounded: "{rounded.full}"
height: 48px
icon-button-circle:
backgroundColor: "{colors.surface-strong}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
height: 32px
icon-button-outline:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
height: 40px
top-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.nav-link}"
height: 80px
product-tab-active:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.nav-link}"
rounded: "{rounded.none}"
product-tab-inactive:
backgroundColor: transparent
textColor: "{colors.muted}"
typography: "{typography.nav-link}"
search-bar-pill:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.full}"
padding: 14px 24px
height: 64px
search-field-segment:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.caption}"
padding: 8px 24px
category-strip:
backgroundColor: "{colors.canvas}"
textColor: "{colors.muted}"
typography: "{typography.button-sm}"
category-tab-active:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.button-sm}"
rounded: "{rounded.none}"
property-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.md}"
property-card-photo:
rounded: "{rounded.md}"
experience-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.md}"
city-link-block:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.title-sm}"
rating-display-card:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.rating-display}"
guest-favorite-badge:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.badge}"
rounded: "{rounded.full}"
padding: 4px 10px
new-tag:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.uppercase-tag}"
rounded: "{rounded.full}"
padding: 2px 6px
amenity-row:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.body-md}"
padding: 12px 0
reviews-card:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
host-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.md}"
padding: 24px
reservation-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 24px
date-picker-day:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.full}"
date-picker-day-selected:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-dark}"
rounded: "{rounded.full}"
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.sm}"
padding: 14px 12px
height: 56px
footer-light:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
padding: 48px 80px
footer-link:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
legal-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.muted}"
typography: "{typography.caption-sm}"
---
## Overview
Airbnb is the canonical example of a generous, photography-led consumer marketplace. The base canvas is **pure white** (`{colors.canvas}`#ffffff) with deep near-black ink (`{colors.ink}`#222222) for headlines and body, and a single voltage of **Rausch** (`{colors.primary}`#ff385c) carrying every primary CTA, the search-button orb, the heart save state, and inline brand links. There is no secondary brand color in mainline marketing — the **Luxe purple** (`{colors.luxe}`#460479) and **Plus magenta** (`{colors.plus}`#92174d) tokens are sub-brand accents that only appear inside Airbnb Luxe / Plus contexts.
Type runs **Airbnb Cereal VF** (a custom variable font Airbnb licenses), with **Circular** as the historic in-house fallback and a system stack underneath. Cereal sits at modest weights — display headlines render at 2228px in weight 500600, not the heavy 700+ weights that financial or enterprise systems lean on. The hero h1 ("Inspiration for future getaways") on the homepage is just 28px / 700, which would feel small on a typical SaaS page; here it works because the layout leans on photography (city collage, property cards) for visual weight rather than typographic muscle.
The shape language is **soft**. Buttons are 8px radius (`{rounded.sm}`), property cards are ~14px (`{rounded.md}`), the search bar is fully pill-shaped (`{rounded.full}`), wishlist hearts and search orbs are circles (`{rounded.full}`), and category strip rounded corners run at 32px (`{rounded.xl}`). There is essentially no hard corner anywhere except the body grid itself — every interactive element is rounded.
**Key Characteristics:**
- Single accent color: `{colors.primary}` (#ff385c — "Rausch") carries every primary CTA, the search orb, the heart save state, and the brand wordmark. Used scarcely — most pages are 90% white + ink with one or two Rausch moments.
- Custom variable type: `Airbnb Cereal VF`. Display weights sit at 500700, body at 400. Modest weight is intentional — the system trusts photography for visual heft.
- Three-product top nav: Homes, Experiences, Services — each with a hand-illustrated 32px icon and "NEW" badges (`{component.new-tag}`) on the two newer products. Active tab uses an underline rule (`{component.product-tab-active}`).
- Pill-shaped global search bar: white surface, fully rounded (`{rounded.full}`), divided by 1px hairlines into Where / When / Who segments, terminated by a circular Rausch search orb (`{component.search-orb}`).
- Property cards are photo-first: aspect-ratio rectangles with `{rounded.md}` corner clipping, swipeable image carousel, "Guest favorite" floating badge top-left, heart icon top-right, then 45 lines of meta beneath.
- Editorial dropdowns (footer, language picker) are clean text columns over the white canvas — no card surface, no shadow.
- The design system caps elevation at one shadow tier (`box-shadow: rgba(0,0,0,0.02) 0 0 0 1px, rgba(0,0,0,0.04) 0 2px 6px, rgba(0,0,0,0.1) 0 4px 8px`) — used on hover-floated cards and search/account dropdowns.
- 8px base spacing system, with major sections at `{spacing.section}` (64px) — generous but not airy enough to feel editorial-magazine; the marketplace density wants more cards per scroll.
## Colors
### Brand & Accent
- **Rausch** (`{colors.primary}`#ff385c): The single brand color. Used for primary CTA backgrounds (Reserve, Continue), the search orb, the heart save state on property cards, and inline brand links. The most recognizable color in consumer travel.
- **Rausch Active** (`{colors.primary-active}`#e00b41): The press / pointer-down variant — slightly more saturated. Used on `{component.button-primary-active}`.
- **Rausch Disabled** (`{colors.primary-disabled}`#ffd1da): A pale tint used on disabled CTAs.
- **Luxe Purple** (`{colors.luxe}`#460479): Sub-brand accent for Airbnb Luxe. Only appears inside Luxe-branded surfaces — never in mainline marketing.
- **Plus Magenta** (`{colors.plus}`#92174d): Sub-brand accent for Airbnb Plus. Same scoping as Luxe — sub-product only.
### Surface
- **Canvas** (`{colors.canvas}`#ffffff): The default page floor for every public page. Airbnb does not have a dark mode on the public web.
- **Surface Soft** (`{colors.surface-soft}`#f7f7f7): The lightest fill — used on disabled fields, sub-nav hover backgrounds, and the inline search filter band.
- **Surface Strong** (`{colors.surface-strong}`#f2f2f2): Slightly heavier fill — circular icon-button surface (e.g., the breadcrumb back-arrow and listing toolbar buttons).
### Hairlines & Borders
- **Hairline** (`{colors.hairline}`#dddddd): The default 1px border tone — search bar dividers, table separators, footer column splitters, card 1px borders.
- **Hairline Soft** (`{colors.hairline-soft}`#ebebeb): A lighter divider used on long-scrolling editorial body separators.
- **Border Strong** (`{colors.border-strong}`#c1c1c1): A heavier stroke used on disabled outline buttons and form input outlines after focus.
### Text
- **Ink** (`{colors.ink}`#222222): The dominant text color on light surfaces. Display headlines, body paragraphs, primary nav links, and most inline link text. Never pure black.
- **Body** (`{colors.body}`#3f3f3f): A secondary running-text color used inside long-form review and amenity copy where ink would feel too heavy.
- **Muted** (`{colors.muted}`#6a6a6a): Sub-titles inside city link blocks ("Cottage rentals", "Villa rentals"), inactive product-tab labels, footer category sub-labels, "View all" links.
- **Muted Soft** (`{colors.muted-soft}`#929292): Disabled link text. Used very sparingly.
- **Star Rating** (`{colors.star-rating}`#222222): The same ink token — Airbnb's star icon and "4.81" rating numbers all render in ink rather than a yellow/gold color, which is a deliberate brand choice (yellow stars feel cheap in travel context).
- **On Primary** (`{colors.on-primary}`#ffffff): White text on Rausch CTAs.
### Semantic
- **Error** (`{colors.primary-error-text}`#c13515): Inline error text for form validation. Distinct from Rausch — slightly darker, more saturated red.
- **Error Hover** (`{colors.primary-error-text-hover}`#b32505): Darkens on link hover.
- **Legal Link Blue** (`{colors.legal-link}`#428bff): Inline links inside legal copy (Privacy, Terms). Only used inside the legal sub-band.
### Scrim
- **Scrim** (`{colors.scrim}`#000000 at 50% opacity): The global modal backdrop tone — date picker, login dialog, language picker. Stored as the base hex; opacity is applied at render time.
## Typography
### Font Family
The system runs **Airbnb Cereal VF** for everything — display, body, navigation, captions, microcopy. Fallbacks walk `Circular, -apple-system, system-ui, Roboto, "Helvetica Neue", sans-serif`. **Circular** is the historic in-house typeface still kept as the first non-variable fallback; system stacks back it up.
There is no separate display family. The variable font carries the entire scale.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.rating-display}` | 64px | 700 | 1.1 | -1px | Listing detail rating display ("4.81") |
| `{typography.display-xl}` | 28px | 700 | 1.43 | 0 | Homepage h1 ("Inspiration for future getaways") |
| `{typography.display-lg}` | 22px | 500 | 1.18 | -0.44px | Listing detail h1 ("Close to Fethiye Aliyah Bali Beach…") |
| `{typography.display-md}` | 21px | 700 | 1.43 | 0 | Section heads inside listing detail ("What this place offers") |
| `{typography.display-sm}` | 20px | 600 | 1.20 | -0.18px | Sub-section titles ("Things to know") |
| `{typography.title-md}` | 16px | 600 | 1.25 | 0 | City link block titles ("Wilmington", "Athens") |
| `{typography.title-sm}` | 16px | 500 | 1.25 | 0 | Footer column heads ("Support", "Hosting", "Airbnb") |
| `{typography.body-md}` | 16px | 400 | 1.5 | 0 | Default running-text inside listing copy |
| `{typography.body-sm}` | 14px | 400 | 1.43 | 0 | Card meta lines, dates, prices, distance text |
| `{typography.caption}` | 14px | 500 | 1.29 | 0 | Search field segment labels ("Where", "When", "Who") |
| `{typography.caption-sm}` | 13px | 400 | 1.23 | 0 | Footer legal line ("© 2026 Airbnb, Inc.") |
| `{typography.badge}` | 11px | 600 | 1.18 | 0 | "Guest favorite" floating badge text |
| `{typography.micro-label}` | 12px | 700 | 1.33 | 0 | Card amenity micro-labels ("Inline 6") |
| `{typography.uppercase-tag}` | 8px | 700 | 1.25 | 0.32px (uppercase) | "NEW" badge on product nav tabs |
| `{typography.button-md}` | 16px | 500 | 1.25 | 0 | Primary CTA button labels |
| `{typography.button-sm}` | 14px | 500 | 1.29 | 0 | Pill button labels (category strip) |
| `{typography.link}` | 14px | 400 | 1.43 | 0 | Inline body links |
| `{typography.nav-link}` | 16px | 600 | 1.25 | 0 | Top product-nav labels (Homes, Experiences, Services) |
### Principles
Display weights stay modest. The homepage h1 at 28px / 700 is deliberately small — it tucks under the search bar so photography and the city-link grid carry visual hierarchy. The listing-detail h1 at 22px / 500 is even quieter; the listing photo banner does the work above it.
The single typographically loud moment in the entire system is the **rating display** (`{typography.rating-display}` — 64px / 700) on listing pages. That is the only place the system trusts type alone to carry hierarchy — rating numbers are a peak trust signal, so they get the loudest treatment.
### Note on Font Substitutes
If Airbnb Cereal VF and Circular are unavailable, **Inter** is the closest open-source substitute. Adjust display headlines down by ~2% in line-height to match Cereal's slightly tighter cap height; otherwise the proportions transfer cleanly.
## Layout
### Spacing System
- **Base unit:** 4px (with 2px micro-step).
- **Tokens:** `{spacing.xxs}` 2px · `{spacing.xs}` 4px · `{spacing.sm}` 8px · `{spacing.md}` 12px · `{spacing.base}` 16px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 64px.
- **Section padding (vertical):** `{spacing.section}` (64px) for major page bands; tighter than typical SaaS marketing (8096px) because marketplace pages need higher card density per scroll.
- **Card internal padding:** `{spacing.lg}` (24px) for `{component.host-card}` and `{component.reservation-card}`; `{spacing.base}` (16px) for property-card meta block; `{spacing.sm}` (8px) for caption / date-row gutters.
- **Gutters:** `{spacing.base}` (16px) between cards in the homepage city grid; `{spacing.lg}` (24px) inside footer column gutters; `{spacing.xs}` (4px) on dense category-strip dividers.
### Grid & Container
- **Max content width:** ~1280px centered on the homepage and editorial pages. Listing detail pages cap closer to 1080px to keep the photo banner and reservation rail readable.
- **City link grid (homepage footer):** 6-column grid at desktop with each cell housing a city name in `{typography.title-md}` and a category sub-label in `{typography.body-sm}` muted.
- **Listing detail:** 2-column with photo / amenity body on the left (~64% width) and a sticky reservation card (`{component.reservation-card}`) on the right (~32%).
- **Footer:** 3-column link list (Support / Hosting / Airbnb) at desktop, collapsing to 1-column on mobile.
### Whitespace Philosophy
The system gives editorial bands 64px of vertical breathing room but compresses card grids — property and city-link cards sit just 16px apart. The contrast is intentional: the page reads as "open hero, dense marketplace below," reinforcing the marketplace nature without overwhelming the visitor at the fold.
## Elevation
The system has essentially **one shadow tier** plus the flat baseline.
- **Flat (no shadow):** Body, hero, footer, all editorial bands — 95% of surfaces.
- **Card hover float:** `box-shadow: rgba(0, 0, 0, 0.02) 0 0 0 1px, rgba(0, 0, 0, 0.04) 0 2px 6px 0, rgba(0, 0, 0, 0.1) 0 4px 8px 0` — applied to property cards on pointer hover, the search bar at rest, and the dropdown menus (account menu, language picker, date picker). This is the single shadow definition in the entire system.
- **Modal scrim:** `{colors.scrim}` rendered at 50% opacity — the global modal backdrop. Used on date pickers, login dialogs, language picker.
There are no progressive elevation tiers — the system either has the one shadow or none. Depth comes from photography, the white-on-white surface separation, and rounded-corner clipping rather than from layered shadows.
## Components
### Buttons
**`button-primary`** — Rausch fill, white text, 8px radius, 14×24px padding, 48px height, weight 500. The most common CTA across the system: "Reserve", "Continue", "Search", account-flow primaries.
**`button-primary-active`** — The press state. Background flips to `{colors.primary-active}`. No transform, no shadow change.
**`button-primary-disabled`** — Pale Rausch tint at #ffd1da with white text. Cursor not-allowed.
**`button-secondary`** — White fill with ink text and a 1px ink outline. 8px radius. Used for "Save", "Cancel", and inverse CTAs over Rausch surfaces.
**`button-tertiary-text`** — Plain ink text, no surface, no border. Underlined on hover. Used for "Show more" type links and modal close labels.
**`button-pill-rausch`** — A pill-shaped Rausch CTA used on featured cells (e.g., "Become a host" sub-CTA) — 9999px radius, 10×20px padding, 14px label.
### Search Surface
**`search-bar-pill`** — The signature global search bar. White fill, 9999px radius, 64px height, 1px hairline 1px-shadow border. Internally divided by vertical hairline rules into `{component.search-field-segment}` cells (Where / When / Who). Each segment holds an uppercase caption label above a placeholder line in `{typography.caption}`.
**`search-orb`** — The circular Rausch orb terminating the right edge of the search bar. 48×48px, fully rounded, white magnifying-glass icon centered. The hottest single color moment on the homepage.
### Top Navigation
**`top-nav`** — White surface, 80px height, 1px bottom hairline. The Airbnb wordmark sits flush left, the three product tabs (Homes / Experiences / Services) sit in the dead center, and account utilities (host link, language globe, account menu) sit flush right.
**`product-tab-active`** — Ink label in `{typography.nav-link}`, 32px hand-illustrated icon, 2px ink underline rule beneath the icon-label pair.
**`product-tab-inactive`** — Muted label, illustrated icon, no underline. Becomes active on click.
**`new-tag`** — A tiny rounded-pill badge (`{rounded.full}`) anchored top-right of an icon, carrying the uppercase "NEW" label in `{typography.uppercase-tag}` (8px / 700 with 0.32px tracking, uppercase). Used on Experiences and Services to signal recency.
### Listing Cards
**`property-card`** — A photo-first card. 1:1 aspect-ratio image with `{rounded.md}` corner clipping, image carousel dots overlay, "Guest favorite" floating badge top-left (`{component.guest-favorite-badge}`), and a heart icon top-right (`{component.icon-button-circle}` in default outlined state, Rausch-filled when saved). Beneath the image: 45 lines of meta — title (`{typography.title-md}`), distance / dates (`{typography.body-sm}` muted), and price ("$X night") right-aligned.
**`property-card-photo`** — The photo plate itself, separated as a token because some surfaces (wishlist, search results) reuse just the photo without the meta block.
**`experience-card`** — A taller-aspect card (4:5) for experience listings. Same `{rounded.md}` clipping, floating "NEW" badge top-left, heart top-right, and a single-line title beneath.
**`guest-favorite-badge`** — White rounded pill (`{rounded.full}`) at 11px / 600 weight. Sits over the photo with the system's only shadow tier applied for elevation.
### Listing Detail
**`rating-display-card`** — The signature listing-detail moment. A 64px / 700 rating number ("4.81") flanked left and right by tiny laurel-wreath SVG ornaments. Beneath the rating: "Guest favorite" tagline and a row of ink stat columns. The largest typographic weight in the whole system.
**`amenity-row`** — A 1-column list of amenity icons + ink labels in `{typography.body-md}`. 12px row padding, no border between rows; section is closed by a 1px hairline divider above and below.
**`reviews-card`** — A 2-column grid of review excerpts. Each column holds an author row (avatar, name, date) above a 3-line excerpt with "Show more" tertiary link.
**`host-card`** — A white card with `{rounded.md}` rounding and 24px padding holding a host avatar, name, "Superhost" badge, response-rate stat, and a "Contact host" `{component.button-secondary}`.
**`reservation-card`** — The sticky right-rail card on listing detail pages. White surface, `{rounded.md}` rounding, 1px hairline border, 1px shadow tier elevation, 24px padding. Contains: nightly price (`{typography.display-md}` ink), date-range selector, guest-count stepper, "Reserve" primary CTA full-width, and a fee breakdown stack beneath in `{typography.body-sm}`.
### Date Picker
**`date-picker-day`** — A 40×40px circular cell carrying the day number in `{typography.body-sm}`. Default state is transparent fill, ink text.
**`date-picker-day-selected`** — Ink fill, white text, full circle (`{rounded.full}`). Range states between two selected days carry a `{colors.surface-soft}` lozenge background that connects them.
### Forms
**`text-input`** — White surface, 1px hairline outline, `{rounded.sm}` 8px radius, 56px height, 14×12px padding. Stacked label above (in `{typography.caption}` muted), placeholder text in `{typography.body-md}` muted. On focus, the border thickens to 2px ink and the border color flips to `{colors.ink}` — no glow, no ring.
### Footer
**`footer-light`** — White surface (matches the page canvas — Airbnb has no contrast footer), 48×80px padding. Three columns of link blocks (Support / Hosting / Airbnb), separated by generous 24px gutters. Each column heads with a `{typography.title-sm}` ink label and stacks `{component.footer-link}` rows in `{typography.body-sm}` ink.
**`legal-band`** — A bottom strip beneath the footer columns carrying the copyright line, language picker (globe icon + "English (US)" link), currency picker, and social icons (Facebook, X, Instagram). All text in muted `{colors.muted}` at `{typography.caption-sm}`.
## Responsive Behavior
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 744px | Top nav collapses to logo + hamburger; product tabs hide behind a sheet; search bar collapses to a single tappable pill; property cards stack 1-up; city grid 1-column; listing detail collapses reservation card to a sticky bottom bar. |
| Tablet | 7441128px | Top nav keeps product tabs but search bar narrows; property cards 2-up; city grid 23 column; reservation card stays sticky right-rail at narrower width. |
| Desktop | 11281440px | Full top nav with three product tabs centered; search bar at full pill width with all 3 segments visible; property cards 4-up; city grid 6-column; listing detail 2-column with reservation rail. |
| Wide | > 1440px | Content width caps at 1440px on listing/search pages and ~1280px on editorial; gutters absorb the rest. |
### Touch Targets
- Primary CTAs at minimum 48×48px (above WCAG AAA).
- Search orb is 48×48px circular — the most-tapped element on the page.
- Heart save button is 32×32px circular — borderline for AAA but compensated by a generous 12px padding inside the photo card.
- Date-picker day cells are 40×40px circular.
### Collapsing Strategy
- Top product tabs collapse into a hamburger sheet below 744px.
- Search bar's 3 segments collapse into a single-tap entry that opens a full-screen search overlay on mobile.
- Property and city-link grids drop column counts cleanly at each breakpoint — never reflow rows; always reduce columns.
- Reservation card on listing detail switches from sticky right-rail to a sticky bottom bar on mobile, carrying just the "Reserve" CTA + nightly price summary.
## Known Gaps
- **Hover state colors:** intentionally not documented per the global no-hover policy — Airbnb's actual `:hover` styling for property cards is a subtle elevation lift, but precise extraction is unreliable.
- **Loading states / skeleton screens:** not visible on the extracted surfaces.
- **Map view styling:** the search-results map uses Mapbox-tinted tiles with custom Rausch markers; not captured here.
- **Form input error states:** error text color (`{colors.primary-error-text}`) is documented, but the full input outline + helper-text combination on validation failure was not visible in the captured surfaces.
- **Sub-brand palettes:** Luxe (`{colors.luxe}`) and Plus (`{colors.plus}`) are documented as tokens, but their full sub-system (typography overrides, surface treatment) lives on separate sub-domains and is not captured here.
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# Airbnb Inspired Design System
# Airbnb Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/airbnb/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Airtable-design-analysis
description: A sober, editorial workflow-software interface anchored on white canvas and dark-ink type, where brand voltage comes from full-bleed signature cards in coral, dark green, peach, and dark navy that punctuate long-scroll explainer pages. Primary actions use a near-black pill CTA; secondary actions sit in a white outlined button. Type runs Haas Grotesk in modest weights — never bold for its own sake.
colors:
primary: "#181d26"
primary-active: "#0d1218"
ink: "#181d26"
body: "#333840"
muted: "#41454d"
hairline: "#dddddd"
border-strong: "#9297a0"
canvas: "#ffffff"
surface-soft: "#f8fafc"
surface-strong: "#e0e2e6"
surface-dark: "#181d26"
surface-dark-elevated: "#1d1f25"
signature-coral: "#aa2d00"
signature-forest: "#0a2e0e"
signature-cream: "#f5e9d4"
signature-peach: "#fcab79"
signature-mint: "#a8d8c4"
signature-yellow: "#f4d35e"
signature-mustard: "#d9a441"
on-primary: "#ffffff"
on-dark: "#ffffff"
link: "#1b61c9"
link-active: "#1a3866"
info: "#254fad"
info-border: "#458fff"
success: "#006400"
success-border: "#39bf45"
pricing-ink: "#1d1f25"
typography:
display-xl:
fontFamily: "Haas Groot Disp, Haas, sans-serif"
fontSize: 48px
fontWeight: 500
lineHeight: 1.1
letterSpacing: 0
display-lg:
fontFamily: "Haas Groot Disp, Haas, sans-serif"
fontSize: 40px
fontWeight: 400
lineHeight: 1.2
letterSpacing: 0
display-md:
fontFamily: "Haas Groot Disp, Haas, sans-serif"
fontSize: 32px
fontWeight: 400
lineHeight: 1.2
letterSpacing: 0
title-lg:
fontFamily: "Haas, sans-serif"
fontSize: 24px
fontWeight: 400
lineHeight: 1.35
letterSpacing: 0.12px
title-md:
fontFamily: "Haas Groot Disp, Haas, sans-serif"
fontSize: 20px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
title-sm:
fontFamily: "Haas, sans-serif"
fontSize: 18px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
label-md:
fontFamily: "Haas, sans-serif"
fontSize: 16px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
button:
fontFamily: "Haas, sans-serif"
fontSize: 16px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
body-md:
fontFamily: "Haas, sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.25
letterSpacing: 0
caption:
fontFamily: "Haas, sans-serif"
fontSize: 14px
fontWeight: 500
lineHeight: 1.35
letterSpacing: 0.16px
legal:
fontFamily: "Haas, sans-serif"
fontSize: 13.12px
fontWeight: 600
lineHeight: 1.2
letterSpacing: 0
pricing-display:
fontFamily: "Inter Display, system-ui, sans-serif"
fontSize: 44.8px
fontWeight: 475
lineHeight: 1.1
letterSpacing: 0
pricing-section:
fontFamily: "Inter Display, system-ui, sans-serif"
fontSize: 28px
fontWeight: 475
lineHeight: 1.2
letterSpacing: 0
pricing-card-title:
fontFamily: "Inter Display, system-ui, sans-serif"
fontSize: 20px
fontWeight: 475
lineHeight: 1.3
letterSpacing: 0
rounded:
xs: 2px
sm: 6px
md: 10px
lg: 12px
pill: 9999px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 24px
xl: 32px
xxl: 48px
section: 96px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.lg}"
padding: 16px 24px
button-primary-active:
backgroundColor: "{colors.primary-active}"
textColor: "{colors.on-primary}"
rounded: "{rounded.lg}"
button-secondary:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.lg}"
padding: 16px 24px
button-secondary-on-dark:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.lg}"
padding: 16px 24px
button-legal:
backgroundColor: "{colors.link}"
textColor: "{colors.on-primary}"
typography: "{typography.legal}"
rounded: "{rounded.xs}"
padding: 12px 10px
button-icon-circular:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
size: 40px
button-pricing-pill:
backgroundColor: "{colors.canvas}"
textColor: "{colors.pricing-ink}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 12px 24px
text-link:
backgroundColor: transparent
textColor: "{colors.link}"
typography: "{typography.body-md}"
top-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
height: 64px
hero-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-lg}"
padding: 96px
signature-coral-card:
backgroundColor: "{colors.signature-coral}"
textColor: "{colors.on-primary}"
typography: "{typography.display-md}"
rounded: "{rounded.lg}"
padding: 48px
signature-forest-card:
backgroundColor: "{colors.signature-forest}"
textColor: "{colors.on-primary}"
typography: "{typography.display-md}"
rounded: "{rounded.lg}"
padding: 48px
hero-card-dark:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.display-md}"
rounded: "{rounded.lg}"
padding: 48px
feature-card-tabbed:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.title-lg}"
rounded: "{rounded.lg}"
padding: 32px
cream-callout-card:
backgroundColor: "{colors.signature-cream}"
textColor: "{colors.ink}"
typography: "{typography.title-lg}"
rounded: "{rounded.md}"
padding: 24px
demo-grid-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.label-md}"
rounded: "{rounded.md}"
padding: 16px
logo-strip:
backgroundColor: "{colors.canvas}"
textColor: "{colors.muted}"
typography: "{typography.body-md}"
padding: 32px
article-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.title-sm}"
rounded: "{rounded.md}"
padding: 16px
topic-filter-rail:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.body-md}"
width: 240px
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.sm}"
padding: 12px 16px
height: 44px
text-input-focus:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.sm}"
pricing-tier-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.pricing-ink}"
typography: "{typography.pricing-card-title}"
rounded: "{rounded.md}"
padding: 32px
pricing-tier-card-featured:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.pricing-ink}"
typography: "{typography.pricing-card-title}"
rounded: "{rounded.md}"
padding: 32px
pricing-comparison-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.body-md}"
padding: 12px
cta-band-light:
backgroundColor: "{colors.surface-strong}"
textColor: "{colors.ink}"
typography: "{typography.display-md}"
rounded: "{rounded.lg}"
padding: 48px
footer:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.body-md}"
padding: 64px
---
## Overview
Airtable's marketing surfaces are quietly editorial. The base atmosphere is white canvas, dark ink type, generous whitespace, and a near-black pill CTA — nothing is fighting for attention until a section needs to. The brand voltage doesn't come from gradient washes or accent walls; it comes from **full-bleed signature cards** in `{colors.signature-coral}`, `{colors.signature-forest}`, and `{colors.surface-dark}` that punctuate long-scroll explainer pages every two or three screens. Between those signature bands, the page reads like a print magazine: a headline, supporting copy, a small image cluster, then breathing room.
Type voice is Haas Grotesk at modest weights (400 for display, 500 for sub-titles and buttons). Display headlines never go bolder than 500 — emphasis comes from size and color contrast, not from weight. Body copy stays at 14px / 400 throughout. The pricing surface runs its own dialect: **Inter Display** at unusual mid-weights (475 / 575) and **pill-shaped buttons** (`{rounded.pill}`) that don't appear on any other page — a deliberate sub-system signaling "this page is about commercial precision."
**Key Characteristics:**
- Primary CTA is `{colors.primary}` (near-black ink) with white text and a `{rounded.lg}` (12px) corner — it reads as confident and final, never decorative.
- Secondary CTA is a `{colors.canvas}` button with `{colors.ink}` text and a hairline outline. The two together form Airtable's signature button pair.
- Hero is white canvas. There is no atmospheric gradient, no mesh, no background flourish. The brand strength comes from the type and the buttons sitting in clean whitespace.
- Brand voltage lives in **signature surface cards**: `{colors.signature-coral}`, `{colors.signature-forest}`, and `{colors.surface-dark}` carry full-bleed product callouts every few screens.
- Demo-card grids carry product UI fragments on `{colors.signature-peach}`, `{colors.signature-mint}`, `{colors.signature-cream}` and other warm pastel surfaces.
- Section rhythm: white canvas → coral signature card → white body → cream callout band → dark navy CTA → light gray CTA banner → footer. The canvas resets between every signature surface.
- Border radius is hierarchical: `{rounded.lg}` (12px) for primary CTAs and large signature cards, `{rounded.md}` (10px) for content cards and demo grids, `{rounded.sm}` (6px) for inputs, `{rounded.full}` for icon buttons. Pricing buttons jump to `{rounded.pill}` to mark themselves as a separate dialect.
- Vertical rhythm is `{spacing.section}` (96px) between major bands — universal across every page.
## Colors
### Brand & Accent
- **Primary** (`{colors.primary}`#181d26): The dominant brand color. Used for the primary CTA background, h1/h2 display type, and the `{component.surface-dark}` band. Not "blue, then black" — black IS the primary throughout the marketing system.
- **Primary Active** (`{colors.primary-active}`#0d1218): The press state on primary buttons.
### Surface
- **Canvas** (`{colors.canvas}`#ffffff): The default page surface; the floor of every editorial body.
- **Surface Soft** (`{colors.surface-soft}`#f8fafc): Tabbed feature cards and the featured pricing tier.
- **Surface Strong** (`{colors.surface-strong}`#e0e2e6): The light gray "Start building with Airtable" CTA banner near the footer.
- **Surface Dark** (`{colors.surface-dark}`#181d26): The dark navy CTA cards used mid-page (for example "The path to 10× every person in your organization").
- **Surface Dark Elevated** (`{colors.surface-dark-elevated}`#1d1f25): The articles-page hero base behind the rainbow-stripe overlay.
- **Hairline** (`{colors.hairline}`#dddddd): The 1px border tone for input outlines, table dividers, secondary-button outlines.
### Text
- **Ink** (`{colors.ink}`#181d26): The strongest text — h1/h2 display type and primary button text-on-light. Same hex as `{colors.primary}` because they are the same role expressed at type and button layers.
- **Body** (`{colors.body}`#333840): The default running-text color.
- **Muted** (`{colors.muted}`#41454d): Footer links, breadcrumbs, captions.
- **Border Strong** (`{colors.border-strong}`#9297a0): The 1px outline color on disabled secondary buttons.
- **On Primary / On Dark** (`{colors.on-primary}`#ffffff): The text color on primary buttons and dark surfaces.
### Signature Card Surfaces
These are the colors that carry Airtable's brand voltage. They appear as full-bleed, full-card surfaces — never as accents on a small element.
- **Coral** (`{colors.signature-coral}`#aa2d00): The largest signature card on the homepage ("Production apps in prototype speed"). Full-bleed dark coral with white type.
- **Forest** (`{colors.signature-forest}`#0a2e0e): A deep-green signature card used in the homepage demo-grid cluster.
- **Cream** (`{colors.signature-cream}`#f5e9d4): The cream callout band ("The path to 10× every person in your organization") — a soft beige surface holding dark type and product UI fragments.
- **Peach** (`{colors.signature-peach}`#fcab79), **Mint** (`{colors.signature-mint}`#a8d8c4), **Yellow** (`{colors.signature-yellow}`#f4d35e), **Mustard** (`{colors.signature-mustard}`#d9a441): Demo-card surfaces that carry small product UI fragments inside the multi-card grid sections.
### Semantic
- **Link** (`{colors.link}`#1b61c9): Inline body links and anchor text. Darker on press to `{colors.link-active}` (#1a3866). Despite the `--theme_button-background-primary` CSS-variable name, this color is **not** the primary button color — it is the link color.
- **Info** (`{colors.info}`#254fad) and **Info Border** (`{colors.info-border}`#458fff): Inline info badges and focused-input outline.
- **Success** (`{colors.success}`#006400) and **Success Border** (`{colors.success-border}`#39bf45): Confirmation states.
## Typography
### Font Family
The system runs **Haas / Haas Groot Disp** (Airtable's licensed display + text type). Haas Groot Disp covers display sizes (h1 / h2); Haas Grotesk covers everything 24px and below. The fallback stack walks `-apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, Oxygen, Ubuntu, Cantarell, "Fira Sans", "Droid Sans", "Helvetica Neue", sans-serif`.
The pricing surface runs a separate **Inter Display** stack at mid-weights (475 / 575) — a deliberate sub-system signaling commercial precision.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 48px | 500 | 1.1 | 0 | Articles page h2 — second-tier editorial headline |
| `{typography.display-lg}` | 40px | 400 | 1.2 | 0 | Homepage h1 hero |
| `{typography.display-md}` | 32px | 400 | 1.2 | 0 | Platform-page h2 — feature-section headlines |
| `{typography.title-lg}` | 24px | 400 | 1.35 | 0.12px | Section titles |
| `{typography.title-md}` | 20px | 400 | 1.5 | 0 | Sub-section titles in tabbed feature cards |
| `{typography.title-sm}` | 18px | 500 | 1.4 | 0 | Article-card titles |
| `{typography.label-md}` | 16px | 500 | 1.4 | 0 | Demo-card titles, list labels |
| `{typography.button}` | 16px | 500 | 1.4 | 0 | Standard CTA button labels |
| `{typography.body-md}` | 14px | 400 | 1.25 | 0 | Body copy, footer links, top-nav items |
| `{typography.caption}` | 14px | 500 | 1.35 | 0.16px | Light captions and meta text |
| `{typography.legal}` | 13.12px | 600 | 1.2 | 0 | Cookie/legal CTA buttons |
| `{typography.pricing-display}` | 44.8px | 475 | 1.1 | 0 | Pricing-page h1 |
| `{typography.pricing-section}` | 28px | 475 | 1.2 | 0 | Pricing-page section heads |
| `{typography.pricing-card-title}` | 20px | 475 | 1.3 | 0 | Pricing tier card plan name |
### Principles
The Haas system prefers weight 400 for display sizes — a 40px h1 is **not** bold. Visual emphasis is delegated to size, color contrast, and the signature surface cards. Where the system does want weight, it pivots to 500 (sub-titles, buttons, article titles), never 600 or 700 in the editorial body. The only true bold (600) lives in `{typography.legal}` — a sign that boldness is reserved for terms-of-service surfaces, not marketing.
The pricing-page sub-system uses Inter Display at `font-weight: 475` — a custom mid-weight between regular (400) and medium (500), shipped as a variable font.
### Note on Font Substitutes
If Haas Groot Disp and Haas Grotesk are unavailable, **Inter Display** (variable) is the closest open-source substitute for both — adjust line-height down by ~5% to match Haas's tighter cap-height. For the pricing sub-system, use Inter Display directly. On macOS / iOS, **system-ui** is sufficient; on Windows, the chain falls through to Segoe UI, which is a usable but slightly cooler substitute.
## Layout
### Spacing System
- **Base unit:** 4px (all spacing snaps to 4-multiples).
- **Tokens:** `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 16px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 96px.
- **Section padding (vertical):** `{spacing.section}` (96px) is the universal vertical rhythm constant — every major editorial band on every page uses 96px top + 96px bottom internal padding.
- **Card internal padding:** `{spacing.xl}` (32px) for tabbed feature cards and pricing tier cards; `{spacing.xxl}` (48px) inside signature coral / forest / dark cards; `{spacing.lg}` (24px) for cream callouts and demo-grid cards.
- **Gutters:** `{spacing.lg}` (24px) between cards in 3-up grids; `{spacing.md}` (16px) inside denser logo strips and footer column gutters.
### Grid & Container
- **Max content width:** ~1280px centered, with `{spacing.xxl}` (48px) horizontal breathing room.
- **Editorial body:** Single 8/12-column at large breakpoints, collapsing to single-column on mobile.
- **Demo-card grids:** 3 or 4 columns at desktop, 2 at tablet, 1 at mobile. Card sizes are deliberately uneven within the grid to dodge a uniform "spec sheet" feel.
- **Logo strip:** 6 monochrome partner logos in a single row at desktop; wraps to 3-up on mobile.
### Whitespace Philosophy
Airtable uses whitespace as the dominant atmospheric tool. Hero sections sit in 96px+ of pure whitespace above and below the headline + sub-headline pair, with no decoration in that whitespace. The hero is intentionally calm — there is no gradient, no aurora, no atmospheric mesh behind the type. The system trusts whitespace alone to do the framing.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| Flat | No shadow, no border | Body sections, top nav, footer |
| Soft hairline | 1px `{colors.hairline}` border | Inputs, sub-nav rails, comparison-table dividers, secondary buttons |
| Button rest | Soft drop with subtle blue-tinted glow at low alpha | Primary CTA buttons (the blue tint is a holdover from the link color and reads as a faint accent under the dark button) |
| Button focus | Outer 2px blue ring at higher alpha | Keyboard focus state on primary buttons |
| Card flat | No shadow; relies on color contrast against the surface band | Signature coral / forest / dark cards, cream callouts, demo-grid cards |
The elevation philosophy is **color-block first, shadow second**. Shadows are minimal; depth is delegated to the contrast between white canvas and signature surface cards. There is no soft-glow / atmospheric-shadow / heavy-elevation language anywhere in the marketing system.
### Decorative Depth
- **Vertical rainbow stripes** appear on the articles hero only — multi-color vertical bands sitting on `{colors.surface-dark-elevated}`. This is a single-page treatment, not a system-wide signature.
- **Photography-as-depth** in the demo-card grid: every card carries a real product UI screenshot or mockup, contributing depth through legible artifact density rather than decorative effects.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 2px | Cookie-consent and legal CTA buttons — system-required surfaces |
| `{rounded.sm}` | 6px | Text inputs, small inline buttons |
| `{rounded.md}` | 10px | Secondary content cards, article cards, cream callouts |
| `{rounded.lg}` | 12px | Primary CTA buttons, signature surface cards, tabbed feature cards |
| `{rounded.pill}` | 9999px | Pricing-page CTA buttons (sub-system only) |
| `{rounded.full}` | 9999px / 50% | Circular icon buttons, avatar surfaces |
### Photography Geometry
Product UI screenshots inside demo-card grids retain native aspect ratios (typically 4:3 or 16:10) and crop into `{rounded.md}` containers. Hero illustrations bleed full-width with no rounding. Article-card thumbnails use 16:9 with `{rounded.md}` corners. Avatars in testimonials use `{rounded.full}` (perfect circles). Pricing comparison table images stay rectangular with no rounding.
## Components
> **No hover states documented.** Per the global no-hover policy (Step 6), every component spec below documents only Default and Active/Pressed states. Variants live as separate entries in the `components:` front matter.
**`top-nav`** — A 64px-tall white bar pinned to the top of every page. Airtable wordmark sits at left; primary horizontal menu (Platform, Solutions, Resources, Enterprise, Pricing) sits center-left in `{typography.body-md}`; the right cluster carries a "Book Demo" outline link, "Sign up for free" `{component.button-primary}`, and "Log In" text link. The nav stays light on every page — Airtable does not invert the nav over dark sections.
### Buttons
**`button-primary`** — The signature primary CTA. Background `{colors.primary}` (near-black), text `{colors.on-primary}`, type `{typography.button}`, padding 16px × 24px, rounded `{rounded.lg}` (12px). This is the "Get started for free" / "Sign up for free" button visible on every hero. It reads as confident and final — not decorative — which is why the system uses it sparingly (one per viewport).
- Active state: `button-primary-active` darkens to `{colors.primary-active}` (#0d1218).
**`button-secondary`** — White outline button (e.g. "Book demo"). Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.button}`, rounded `{rounded.lg}` (12px), 1px hairline outline. Sits next to `{component.button-primary}` as the "less-committed" choice.
**`button-secondary-on-dark`** — Same shape as `{component.button-secondary}` but used on signature coral / forest / dark surfaces. Background `{colors.canvas}`, text `{colors.ink}` — the white button stays white over dark surfaces because the system never inverts to a translucent on-dark style on the marketing site.
**`button-pricing-pill`** — The pricing-page CTA family. Background `{colors.canvas}`, text `{colors.pricing-ink}`, rounded `{rounded.pill}` (9999px), padding 12px × 24px. The only place pill-shape appears in the marketing system. Treat it as part of the pricing sub-system signaling.
**`button-legal`** — Cookie-consent and legal-banner CTAs. Background `{colors.link}`, text `{colors.on-primary}`, type `{typography.legal}` (13.12px / 600), rounded `{rounded.xs}` (2px), padding 12px × 10px. The 2px corner radius and 600 weight signal "this is a required system surface," not a designed brand surface.
**`button-icon-circular`** — 40px × 40px circular button with `{colors.canvas}` background, hairline border, and `{colors.ink}` icon. Used for carousel controls, "share", and "back" affordances.
**`text-link`** — Inline body links in `{colors.link}` (#1b61c9, the actual link blue). No underline by default. Type inherits `{typography.body-md}`.
### Cards & Containers
**`hero-band`** — The full-page-width white-canvas hero. No surface card, no border, no shadow, no atmospheric gradient — just the headline, sub-headline, and primary + secondary button pair sitting in 96px of whitespace. Vertical padding `{spacing.section}` (96px).
**`signature-coral-card`** — The large full-bleed coral card on the homepage ("Production apps in prototype speed"). Background `{colors.signature-coral}` (#aa2d00, a dark coral / oxide red), text `{colors.on-primary}`, rounded `{rounded.lg}` (12px), internal padding `{spacing.xxl}` (48px). Carries an h2 in `{typography.display-md}`, supporting copy in `{typography.body-md}`, and `{component.button-secondary-on-dark}` as the CTA.
**`signature-forest-card`** — A deep green signature card (`{colors.signature-forest}`#0a2e0e) used as a demo-grid sibling to the coral card on the homepage.
**`hero-card-dark`** — The dark navy mid-page CTA card (e.g. "The path to 10× every person in your organization"). Background `{colors.surface-dark}` (#181d26), text `{colors.on-dark}`, rounded `{rounded.lg}` (12px), internal padding `{spacing.xxl}` (48px). The same color as `{colors.primary}` because the system uses ink as both type color and signature dark surface.
**`feature-card-tabbed`** — Light-cream cards (e.g. the "Coke / Pelosi / Conde Nast / Time Inc" tabbed feature card on the homepage). Background `{colors.surface-soft}`, rounded `{rounded.lg}` (12px), internal padding `{spacing.xl}` (32px). Left rail carries vertically-stacked tab labels in `{typography.title-md}`; right pane shows the active tab's content (illustration + body copy + small CTA).
**`cream-callout-card`** — Beige callout cards (`{colors.signature-cream}`). Rounded `{rounded.md}` (10px), internal padding `{spacing.lg}` (24px). Carry product UI fragments or stat callouts — softer than the dark/coral signature cards but still a deliberate brand surface.
**`demo-grid-card`** — Used in multi-card grids that punctuate every page. Background `{colors.canvas}` or one of the demo-grid surfaces (`{colors.signature-peach}`, `{colors.signature-mint}`, `{colors.signature-yellow}`, `{colors.signature-mustard}`), rounded `{rounded.md}` (10px), internal padding `{spacing.md}` (16px). Each card frames a product UI fragment. Card heights vary deliberately to dodge a uniform "spec sheet" feel.
**`logo-strip`** — Horizontal monochrome partner-logo row (HBO, Netflix, Amazon, Time, Conde Nast). Logos render in `{colors.muted}`, surface is `{colors.canvas}`, vertical padding `{spacing.xl}` (32px). 6 logos at desktop, 3 at mobile.
**`article-card`** — The trending-stories grid on the articles page. Background `{colors.canvas}`, rounded `{rounded.md}` (10px), internal padding `{spacing.md}` (16px). Each card carries a colorful illustrated thumbnail (16:9), a small uppercase category tag, an `{typography.title-sm}` title, and a meta line. 3-up at desktop.
**`topic-filter-rail`** — The left rail on the articles page. 240px wide, `{colors.canvas}` background, `{typography.body-md}`, vertically grouped category headings ("Marketing", "Product", "Project management", "Operations") with sub-bullets. Active item carries a small numeric count badge.
### Inputs & Forms
**`text-input`** — Standard text input. Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body-md}`, rounded `{rounded.sm}` (6px), padding 12px × 16px, height 44px. 1px hairline border in `{colors.hairline}`.
**`text-input-focus`** — Focus state. Border thickens or recolors to `{colors.info-border}`.
### Pricing Sub-System
**`pricing-tier-card`** — Standard tier card. Background `{colors.canvas}`, text `{colors.pricing-ink}`, type `{typography.pricing-card-title}` for the plan name, rounded `{rounded.md}` (10px), internal padding `{spacing.xl}` (32px). Carries the plan name, a price block in `{typography.pricing-display}` (44.8px / 475), feature checklist, and a `{component.button-pricing-pill}` at the bottom.
**`pricing-tier-card-featured`** — The featured tier (typically "Team" or "Business"). Background shifts to `{colors.surface-soft}`. No accent border, no badge — the background tone shift is the only signal.
**`pricing-comparison-row`** — Each row of the long comparison table at the bottom of the pricing page. Labels in the left column; checkmarks or values across 4 plan columns. 12px vertical padding per row, hairline divider between rows.
### Navigation Variants
**`footer`** — Light surface (`{colors.canvas}`), 6-column link list at desktop covering Platform / Solutions / Resources / Learn / Company sub-trees. Vertical padding `{spacing.section}` divided across upper link block and lower legal row. Type `{typography.body-md}`.
**`cta-band-light`** — The light gray "Start building with Airtable" CTA strip near the footer. Background `{colors.surface-strong}` (#e0e2e6), text `{colors.ink}`, rounded `{rounded.lg}` (12px), padding `{spacing.xxl}` (48px). Carries an h2 in `{typography.display-md}` and a `{component.button-primary}`.
### Signature Components
**Articles Vertical Rainbow Stripe Hero** — The articles-page hero treatment. Multi-color vertical bands at varying widths sitting on `{colors.surface-dark-elevated}`. The h1 + sub-head + CTA cluster sits center-left on top of the stripes. This is a single-page hero treatment, not a system-wide signature — do not promote it to a multi-page pattern.
## Do's and Don'ts
### Do
- Keep `{component.button-primary}` near-black. The brand's primary CTA is `{colors.primary}`, not the link blue. Mixing them up turns a confident hero into a confused one.
- Reserve `{component.button-primary}` for one primary action per viewport. The system is designed for scarcity at the brand-action layer.
- Use `{component.button-secondary}` (white with hairline outline) as the natural pair with `{component.button-primary}`. The two together form Airtable's signature button row.
- Trust whitespace as the hero atmosphere. Hero bands are intentionally calm — no gradient, no mesh, no atmospheric backdrop. Going against this reads as off-brand.
- Use `{component.signature-coral-card}`, `{component.signature-forest-card}`, and `{component.hero-card-dark}` to break editorial monotony. These are the brand's voltage moments.
- Keep `{component.demo-grid-card}` heights uneven within a grid. Uniform heights feel like a spec sheet.
- Treat the pricing surface as its own dialect: keep `{typography.pricing-display}`, `{typography.pricing-card-title}`, and `{component.button-pricing-pill}` together. Mixing them with Haas Grotesk button type breaks the sub-system's voice.
- Anchor every editorial band with `{spacing.section}` (96px) vertical padding.
### Don't
- Don't make `{colors.link}` (#1b61c9) the primary button color. It is the link color. The primary button is `{colors.primary}` (#181d26, near-black). Treating link-blue as the brand action is the most common mistake when reading Airtable's CSS variables.
- Don't add a gradient backdrop to the hero. Airtable's hero is white, full stop. Mesh, aurora, spotlight gradients all read as "another SaaS template" — not Airtable.
- Don't bold display-weight type. `{typography.display-xl}` and `{typography.display-lg}` are intentionally weight 400 / 500 — going to 700 reads as marketing-page-template.
- Don't use `{rounded.pill}` outside the pricing surface. It's a sub-system signal, not a general radius option.
- Don't repeat the same surface mode in two consecutive bands. The editorial pacing depends on rhythm: white → signature card → white → cream → dark → white. Two whites in a row read as a typography blog.
- Don't add hover state styling beyond what the system already encodes. The system documents Default and Active/Pressed only.
- Don't introduce additional accent colors beyond the documented signature card palette. The system's voltage already uses coral, forest, dark navy, cream, peach, mint, yellow, and mustard.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 768px | Single-column body; top nav collapses to hamburger; demo-grid drops to 1-up; signature cards stay full-bleed; logo strip wraps to 2 rows; footer collapses to single-column |
| Tablet | 7681024px | 2-up demo-grid; top nav stays horizontal but tightens; cream-callout cards stack 2-up; pricing comparison table becomes horizontally scrollable |
| Desktop | 10241440px | 3-up demo-grid (and 4-up for tighter content); full top-nav with all menu items visible; pricing tier cards render 4-across |
| Wide | > 1440px | Same as Desktop with more outer breathing room; max content width caps at ~1280px and the page adds outer margin rather than scaling type up |
### Touch Targets
- `{component.button-primary}` and siblings render at 48 × 48px minimum (16px vertical padding + 16px line-height) — comfortably above WCAG AAA's 44 × 44.
- `{component.button-icon-circular}` is exactly 40 × 40px — slightly under WCAG's recommended 44, but the centered icon and dot-radius compensate visually.
- `{component.text-input}` height is 44px.
### Collapsing Strategy
- Top nav collapses to a hamburger at < 768px; the menu opens as a full-screen sheet rather than a dropdown.
- Card grids reduce columns rather than scaling cards down.
- The `{component.feature-card-tabbed}` re-stacks the tab rail above the content pane on mobile.
- The pricing comparison table converts to horizontally-scrollable swipe at < 1024px; the four plan headers stay visible while body rows scroll.
### Image Behavior
- Demo-card UI screenshots crop to fit their container rather than scaling up.
- Hero illustrations bleed full-width on mobile, losing horizontal margin.
- Signature card images (inside coral / forest / dark cards) compress to their card width without cropping.
## Iteration Guide
1. Focus on ONE component at a time. Reference its YAML key directly (`{component.button-primary}`, `{component.signature-coral-card}`).
2. When adding a new component, decide first which sub-system it belongs to: the main editorial system (Haas, `{rounded.lg}`/`{rounded.md}`) or the pricing sub-system (Inter Display, `{rounded.pill}`).
3. Variants of an existing component (`-active`, `-disabled`, `-focus`) live as separate entries in `components:` — never as nested state objects.
4. Use `{token.refs}` everywhere prose mentions a color, a radius, a typography role, or a spacing value. Hex codes appear at most once next to the reference.
5. Never document hover. The system documents Default and Active/Pressed states only.
6. Run `npx @google/design.md lint DESIGN.md` after edits — `broken-ref`, `contrast-ratio`, and `orphaned-tokens` warnings flag issues automatically.
7. When in doubt about emphasis: bigger type before bolder type, signature surface card before solid accent.
## Known Gaps
- The exact hex values of pastel demo-grid surfaces (`{colors.signature-peach}`, `{colors.signature-mint}`, `{colors.signature-yellow}`, `{colors.signature-mustard}`) are inferred from screenshot pixel sampling. Some product launches may swap these surfaces seasonally.
- Hover behavior across all components is not documented (per global no-hover policy).
- Animation and transition timings are not in scope.
- Form validation states beyond `text-input-focus` are not extracted — error and success states for inputs would need a dedicated form page to confirm.
- The pricing comparison table's checkmark glyph and column-divider widths are described structurally but not formalized as tokens.
- The CSS variable `--theme_button-background-primary: #1b61c9` exists at `:root` but is not used as the primary CTA color anywhere on the marketing site. It maps to the link/info color role instead. Documented here so future extractions don't re-trip over the misleading variable name.
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# Airtable Inspired Design System
# Airtable Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/airtable/design-md
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---
version: alpha
name: Apple-design-analysis
description: A photography-first interface that turns marketing into a museum gallery. Edge-to-edge product tiles alternate light and dark canvases, framed by SF Pro Display headlines with negative letter-spacing and a single Action Blue (#0066cc) interactive color. UI chrome recedes so the product can speak — no decorative gradients, no shadows on chrome, only the one signature drop-shadow under product imagery resting on a surface.
colors:
primary: "#0066cc"
primary-focus: "#0071e3"
primary-on-dark: "#2997ff"
ink: "#1d1d1f"
body: "#1d1d1f"
body-on-dark: "#ffffff"
body-muted: "#cccccc"
ink-muted-80: "#333333"
ink-muted-48: "#7a7a7a"
divider-soft: "#f0f0f0"
hairline: "#e0e0e0"
canvas: "#ffffff"
canvas-parchment: "#f5f5f7"
surface-pearl: "#fafafc"
surface-tile-1: "#272729"
surface-tile-2: "#2a2a2c"
surface-tile-3: "#252527"
surface-black: "#000000"
surface-chip-translucent: "#d2d2d7"
on-primary: "#ffffff"
on-dark: "#ffffff"
typography:
hero-display:
fontFamily: "SF Pro Display, system-ui, -apple-system, sans-serif"
fontSize: 56px
fontWeight: 600
lineHeight: 1.07
letterSpacing: -0.28px
display-lg:
fontFamily: "SF Pro Display, system-ui, -apple-system, sans-serif"
fontSize: 40px
fontWeight: 600
lineHeight: 1.1
letterSpacing: 0
display-md:
fontFamily: "SF Pro Text, system-ui, -apple-system, sans-serif"
fontSize: 34px
fontWeight: 600
lineHeight: 1.47
letterSpacing: -0.374px
lead:
fontFamily: "SF Pro Display, system-ui, -apple-system, sans-serif"
fontSize: 28px
fontWeight: 400
lineHeight: 1.14
letterSpacing: 0.196px
lead-airy:
fontFamily: "SF Pro Text, system-ui, -apple-system, sans-serif"
fontSize: 24px
fontWeight: 300
lineHeight: 1.5
letterSpacing: 0
tagline:
fontFamily: "SF Pro Display, system-ui, -apple-system, sans-serif"
fontSize: 21px
fontWeight: 600
lineHeight: 1.19
letterSpacing: 0.231px
body-strong:
fontFamily: "SF Pro Text, system-ui, -apple-system, sans-serif"
fontSize: 17px
fontWeight: 600
lineHeight: 1.24
letterSpacing: -0.374px
body:
fontFamily: "SF Pro Text, system-ui, -apple-system, sans-serif"
fontSize: 17px
fontWeight: 400
lineHeight: 1.47
letterSpacing: -0.374px
dense-link:
fontFamily: "SF Pro Text, system-ui, -apple-system, sans-serif"
fontSize: 17px
fontWeight: 400
lineHeight: 2.41
letterSpacing: 0
caption:
fontFamily: "SF Pro Text, system-ui, -apple-system, sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.43
letterSpacing: -0.224px
caption-strong:
fontFamily: "SF Pro Text, system-ui, -apple-system, sans-serif"
fontSize: 14px
fontWeight: 600
lineHeight: 1.29
letterSpacing: -0.224px
button-large:
fontFamily: "SF Pro Text, system-ui, -apple-system, sans-serif"
fontSize: 18px
fontWeight: 300
lineHeight: 1.0
letterSpacing: 0
button-utility:
fontFamily: "SF Pro Text, system-ui, -apple-system, sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.29
letterSpacing: -0.224px
fine-print:
fontFamily: "SF Pro Text, system-ui, -apple-system, sans-serif"
fontSize: 12px
fontWeight: 400
lineHeight: 1.0
letterSpacing: -0.12px
micro-legal:
fontFamily: "SF Pro Text, system-ui, -apple-system, sans-serif"
fontSize: 10px
fontWeight: 400
lineHeight: 1.3
letterSpacing: -0.08px
nav-link:
fontFamily: "SF Pro Text, system-ui, -apple-system, sans-serif"
fontSize: 12px
fontWeight: 400
lineHeight: 1.0
letterSpacing: -0.12px
rounded:
none: 0px
xs: 5px
sm: 8px
md: 11px
lg: 18px
pill: 9999px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 17px
lg: 24px
xl: 32px
xxl: 48px
section: 80px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.body}"
rounded: "{rounded.pill}"
padding: 11px 22px
button-primary-focus:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
rounded: "{rounded.pill}"
button-primary-active:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
rounded: "{rounded.pill}"
button-secondary-pill:
backgroundColor: "{colors.canvas}"
textColor: "{colors.primary}"
typography: "{typography.body}"
rounded: "{rounded.pill}"
padding: 11px 22px
button-dark-utility:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-dark}"
typography: "{typography.button-utility}"
rounded: "{rounded.sm}"
padding: 8px 15px
button-pearl-capsule:
backgroundColor: "{colors.surface-pearl}"
textColor: "{colors.ink-muted-80}"
typography: "{typography.caption}"
rounded: "{rounded.md}"
padding: 8px 14px
button-store-hero:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-large}"
rounded: "{rounded.pill}"
padding: 14px 28px
button-icon-circular:
backgroundColor: "{colors.surface-chip-translucent}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
size: 44px
text-link:
backgroundColor: transparent
textColor: "{colors.primary}"
typography: "{typography.body}"
text-link-on-dark:
backgroundColor: transparent
textColor: "{colors.primary-on-dark}"
typography: "{typography.body}"
global-nav:
backgroundColor: "{colors.surface-black}"
textColor: "{colors.on-dark}"
typography: "{typography.nav-link}"
height: 44px
sub-nav-frosted:
backgroundColor: "{colors.canvas-parchment}"
textColor: "{colors.ink}"
typography: "{typography.tagline}"
height: 52px
product-tile-light:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-lg}"
rounded: "{rounded.none}"
padding: 80px
product-tile-parchment:
backgroundColor: "{colors.canvas-parchment}"
textColor: "{colors.ink}"
typography: "{typography.display-lg}"
rounded: "{rounded.none}"
padding: 80px
product-tile-dark:
backgroundColor: "{colors.surface-tile-1}"
textColor: "{colors.on-dark}"
typography: "{typography.display-lg}"
rounded: "{rounded.none}"
padding: 80px
product-tile-dark-2:
backgroundColor: "{colors.surface-tile-2}"
textColor: "{colors.on-dark}"
rounded: "{rounded.none}"
product-tile-dark-3:
backgroundColor: "{colors.surface-tile-3}"
textColor: "{colors.on-dark}"
rounded: "{rounded.none}"
store-utility-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-strong}"
rounded: "{rounded.lg}"
padding: 24px
configurator-option-chip:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.caption}"
rounded: "{rounded.pill}"
padding: 12px 16px
configurator-option-chip-selected:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.pill}"
search-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.pill}"
padding: 12px 20px
height: 44px
floating-sticky-bar:
backgroundColor: "{colors.canvas-parchment}"
textColor: "{colors.ink}"
typography: "{typography.body}"
height: 64px
padding: 12px 32px
environment-quote-card:
backgroundColor: "{colors.surface-tile-1}"
textColor: "{colors.on-dark}"
typography: "{typography.display-lg}"
rounded: "{rounded.none}"
padding: 80px
footer:
backgroundColor: "{colors.canvas-parchment}"
textColor: "{colors.ink-muted-80}"
typography: "{typography.fine-print}"
padding: 64px
---
## Overview
Apple's web presence is a masterclass in **reverent product photography framed by near-invisible UI**. Every page is a stack of edge-to-edge product "tiles" — alternating light and dark canvases, each centered on a hero headline, a one-line tagline, two tiny blue pill CTAs, and an impossibly crisp product render. Nothing competes with the product. Typography is confident but quiet; color is either pure white, an off-white parchment, or a near-black tile; interactive elements are a single, quiet blue.
Density is unusually low even by contemporary SaaS standards. Each tile occupies roughly one viewport, and there is no decorative chrome — no borders, no gradients, no decorative frames, no shadows on headlines. Elevation appears only when a product image rests on a surface (a single soft `rgba(0, 0, 0, 0.22) 3px 5px 30px` drop for visual weight). The result is a catalog that feels more like a museum gallery: the wall disappears and the artifact takes over.
Store and shop surfaces retain the same chassis but switch modes. The product configurator (iPhone 17 Pro, accessories grid) introduces a tight grid of white utility cards at `{rounded.lg}` (18px) radius with a thin border, paired with a persistent thin sub-nav strip. The environment page leans darker and more editorial. Across all five surfaces the typographic system, spacing rhythm, and the single blue accent are consistent — this is one design language expressed at different volumes.
**Key Characteristics:**
- Photography-first presentation; UI recedes so the product can speak.
- Alternating full-bleed tile sections: white/parchment ↔ near-black, with the color change itself acting as the section divider.
- Single blue accent (`{colors.primary}`#0066cc) carries every interactive element. No second brand color exists.
- Two button grammars: tiny blue pill CTAs (`{rounded.pill}`) and compact utility rects (`{rounded.sm}`).
- SF Pro Display + SF Pro Text — negative letter-spacing at display sizes for the signature "Apple tight" headline feel.
- Whisper-soft elevation used only when a product image needs to breathe — exactly one drop-shadow in the entire system.
- Tight two-row nav: slim `{component.global-nav}` + product-specific `{component.sub-nav-frosted}` with persistent right-aligned primary CTA.
- Section rhythm across multiple pages: light hero → dark product tile → light utility tile → dark tile → parchment footer — a predictable pulse.
## Colors
> **Source pages analyzed:** homepage, environment, store, iPhone 17 Pro buy page, accessories index. The color system is identical across all five surfaces; only the surface-mode mix differs.
### Brand & Accent
- **Action Blue** (`{colors.primary}`#0066cc): The single brand-level interactive color. All text links, all blue pill CTAs ("Learn more", "Buy"), and the focus ring root. This is Apple's quiet but universal "click me" signal. Press state shifts to a slightly darker variant via the active scale transform rather than a hex change.
- **Focus Blue** (`{colors.primary-focus}`#0071e3): A marginally brighter sibling of Action Blue, reserved for the keyboard focus ring on buttons (`outline: 2px solid`).
- **Sky Link Blue** (`{colors.primary-on-dark}`#2997ff): A brighter blue used on dark surfaces for in-copy links and inline callouts, where Action Blue would disappear against the tile background.
### Surface
- **Pure White** (`{colors.canvas}`#ffffff): The dominant canvas. Content, utility cards, store tiles, configurator grids.
- **Parchment** (`{colors.canvas-parchment}`#f5f5f7): The signature Apple off-white. Used for alternating light tiles, footer region, and the default page canvas in store utility sections. Just different enough from white to create rhythm.
- **Pearl Button** (`{colors.surface-pearl}`#fafafc): A near-white used as the fill for secondary "ghost" buttons — lighter than the parchment canvas so the button still reads as a button against `{colors.canvas-parchment}`.
- **Near-Black Tile 1** (`{colors.surface-tile-1}`#272729): The primary dark-tile surface on the homepage product grid.
- **Near-Black Tile 2** (`{colors.surface-tile-2}`#2a2a2c): A micro-step lighter — used where a dark tile sits directly above or below Tile 1 to create the faintest separation.
- **Near-Black Tile 3** (`{colors.surface-tile-3}`#252527): A micro-step darker — used at the bottom of the stack and in embedded video/player frames.
- **Pure Black** (`{colors.surface-black}`#000000): Reserved for true void — video player backgrounds, edge-to-edge photographic overlays, the global nav bar background.
- **Translucent Chip Gray** (`{colors.surface-chip-translucent}`#d2d2d7): The base hex of the translucent gray chip used over photography for circular control buttons. In production, applied at ~64% alpha as `rgba(210, 210, 215, 0.64)`.
### Text
- **Near-Black Ink** (`{colors.ink}`#1d1d1f): The voice of every headline, every body paragraph, and the dark utility button's fill. Chosen instead of pure black to keep the page feeling photographic rather than printed.
- **Body** (`{colors.body}`#1d1d1f): Same hex as ink — Apple uses one near-black tone for all text on light surfaces.
- **Body On Dark** (`{colors.body-on-dark}`#ffffff): All text on dark tiles and on the global nav bar.
- **Body Muted** (`{colors.body-muted}`#cccccc): Secondary copy on dark tiles where pure white would be too loud.
- **Ink Muted 80** (`{colors.ink-muted-80}`#333333): Body text on the white Pearl Button surface — slightly softer than pure black.
- **Ink Muted 48** (`{colors.ink-muted-48}`#7a7a7a): Disabled button text and legal fine-print.
### Hairlines & Borders
- **Divider Soft** (`{colors.divider-soft}`#f0f0f0): The "border" tone on secondary buttons — functions as a ring shadow rather than a hard line. In production, often applied as `rgba(0, 0, 0, 0.04)`.
- **Hairline** (`{colors.hairline}`#e0e0e0): The 1px hairline border on store utility cards and configurator chips.
### Brand Gradient
**No decorative gradients.** Atmospheric depth on product photography (the iPhone 17 Pro camera plate, the Apple Watch bands, AirPods reflections) is inherent to the imagery, not a CSS gradient overlay. The environment page's hero uses photographic atmosphere (mountain vista at dawn) but no gradient tokens are defined. Apple is the rare luxury-brand site with zero gradient-based design tokens.
## Typography
### Font Family
- **Display**: `SF Pro Display, system-ui, -apple-system, sans-serif` — Apple's proprietary display face, optimized for sizes ≥ 19px. Defines the voice of every headline.
- **Body / UI**: `SF Pro Text, system-ui, -apple-system, sans-serif` — the text-optimized variant used for body copy, captions, buttons, and links below 20px.
- **OpenType features**: `font-variant-numeric: numerator` is enabled on numeric links (pricing tables, spec sheets). Display sizes rely on tight tracking rather than contextual ligatures.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.hero-display}` | 56px | 600 | 1.07 | -0.28px | Hero headline; the signature "Apple tight" tracking |
| `{typography.display-lg}` | 40px | 600 | 1.10 | 0 | Tile headlines atop every product tile |
| `{typography.display-md}` | 34px | 600 | 1.47 | -0.374px | Section heads (SF Pro Text at display proportions) |
| `{typography.lead}` | 28px | 400 | 1.14 | 0.196px | Product tile subcopy |
| `{typography.lead-airy}` | 24px | 300 | 1.5 | 0 | Environment-page lead paragraphs (the rare weight 300) |
| `{typography.tagline}` | 21px | 600 | 1.19 | 0.231px | Sub-tile tagline; sub-nav category name |
| `{typography.body-strong}` | 17px | 600 | 1.24 | -0.374px | Inline strong emphasis |
| `{typography.body}` | 17px | 400 | 1.47 | -0.374px | Default paragraph |
| `{typography.dense-link}` | 17px | 400 | 2.41 | 0 | Footer / store utility link lists (relaxed leading) |
| `{typography.caption}` | 14px | 400 | 1.43 | -0.224px | Secondary captions, button text |
| `{typography.caption-strong}` | 14px | 600 | 1.29 | -0.224px | Emphasized captions |
| `{typography.button-large}` | 18px | 300 | 1.0 | 0 | Store hero CTAs (the rare weight 300) |
| `{typography.button-utility}` | 14px | 400 | 1.29 | -0.224px | Utility/nav button labels |
| `{typography.fine-print}` | 12px | 400 | 1.0 | -0.12px | Fine-print, footer body |
| `{typography.micro-legal}` | 10px | 400 | 1.3 | -0.08px | Micro legal disclaimers |
| `{typography.nav-link}` | 12px | 400 | 1.0 | -0.12px | Global nav menu items |
### Principles
- **Negative letter-spacing at display sizes.** Every headline at 17px and up carries a slight tracking tighten (`-0.12 → -0.374px`). This produces the iconic "Apple tight" headline cadence. Never used at 12px or below.
- **Body copy at 17px, not 16px.** Apple breaks the SaaS convention and runs paragraph text at 17px. The extra pixel gives the page an unmistakable "reading, not scanning" pace.
- **Weight 300 is real and rare.** Used deliberately on a handful of large-size reads (`{typography.button-large}` at 18px/300 and `{typography.lead-airy}` at 24px/300). It's not an accident — it's a light-atmosphere cue reserved for moments where the content should feel airy.
- **Weight 600, not 700, for headlines.** Apple's headlines sit at weight 600. Weight 700 is used sparingly for `{typography.tagline}` (21px) when a touch more assertion is needed.
- **Line-height is context-specific.** Display sizes use 1.071.19 (tight). Body uses 1.47. Utility link stacks in the footer/store use an unusually relaxed 2.41 (`{typography.dense-link}`). The 2.41 is not a bug — it's how the footer's dense link columns breathe.
- **Weight 500 is deliberately absent.** The ladder is 300 / 400 / 600 / 700. Mid-weight readings always use 600.
### Note on Font Substitutes
SF Pro is Apple's proprietary system font. When building off-system:
- Use `system-ui, -apple-system, BlinkMacSystemFont` as the first stack entry — on macOS/iOS/Safari this resolves to the real SF Pro.
- For non-Apple platforms, **Inter** (Google Fonts, variable) is the closest open-source equivalent. Inter at weight 600 with `font-feature-settings: "ss03"` approximates SF Pro's rounded "a" character.
- Nudge `letter-spacing` down by `-0.01em` on display sizes to re-create the Apple tight feel; Inter's default tracking runs slightly wider than SF Pro.
- For body text, tighten line-height by `0.03` (from 1.47 → 1.44) when substituting Inter — Inter's taller x-height needs less leading.
## Layout
### Spacing System
- **Base unit:** 8px. Sub-base values (2, 4, 5, 6, 7) are used for tight typographic adjustments; structural layout snaps to 8/12/16/20/24.
- **Tokens:** `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 17px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 80px.
- **Section vertical padding:** `{spacing.section}` (80px) inside a product tile; tiles stack edge-to-edge with 0 gap (the color change provides the break).
- **Card padding:** `{spacing.lg}` (24px) inside utility grid cards.
- **Button padding:** 811px vertical, 1522px horizontal.
- **Universal rhythm constants:** the 17px body line-height multiplier (~25px line) and 21px tagline size show up on every analyzed page.
### Grid & Container
- **Max content width:** ~980px on text-heavy sections (environment), ~1440px on product grids (store, accessories), full-bleed for product tiles (homepage).
- **Column patterns:** 3 to 5 column utility card grid on store/accessories; 2-column side-by-side tiles on homepage occasional sections; single-column centered stack on product tile heroes.
- **Gutters:** 2024px between cards in a utility grid.
### Whitespace Philosophy
Apple's whitespace is the product's pedestal. Every tile begins with at least 64px of air above its headline and 4864px below. Product renders are never crowded; the nearest content to a product image is at least 40px away. The footer is the only area that breaks this — there, Apple goes deliberately dense to make the full information architecture visible at a glance.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| Flat | No shadow, no border | Full-bleed tiles, global nav, footer, body sections |
| Soft hairline | 1px `rgba(0, 0, 0, 0.08)` border | Utility cards, sub-nav frosted-glass separator |
| Backdrop blur | `backdrop-filter: blur(N)` on Parchment 80% | Sub-nav and the iPhone buy floating sticky bar |
| Product shadow | `rgba(0, 0, 0, 0.22) 3px 5px 30px 0` | Product renders resting on a surface (the only true "shadow" in the system) |
**Shadow philosophy.** Apple uses **exactly one** drop-shadow, and it is applied to photographic product imagery — never to cards, never to buttons, never to text. Elevation in the UI comes from (a) surface-color change (light tile ↔ dark tile) and (b) backdrop-blur on sticky bars. The single shadow is about giving the product weight, not about UI hierarchy.
### Decorative Depth
- **Atmospheric imagery** on the environment page (photographic vista) supplies mood; no CSS gradient involved.
- **Edge-to-edge tile alternation** creates rhythm without borders or shadows — the color change itself is the divider.
- **Backdrop-filter blur** on `{component.sub-nav-frosted}` and `{component.floating-sticky-bar}` creates a "floating over content" effect that's functional, not decorative.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Full-bleed product tiles (no corner rounding) |
| `{rounded.xs}` | 5px | Inline links when styled as subtle chips (rare) |
| `{rounded.sm}` | 8px | Dark utility buttons (Sign In, Bag), inline card imagery |
| `{rounded.md}` | 11px | White Pearl Button capsules |
| `{rounded.lg}` | 18px | Store utility cards, accessories grid cards |
| `{rounded.pill}` | 9999px | Primary blue pill CTAs, sub-nav buy button, configurator option chips, search input — the signature Apple pill |
| `{rounded.full}` | 9999px / 50% | Circular control chips floating over photography |
### Photography Geometry
- **Hero imagery**: full-bleed, 21:9 or taller on the homepage; 16:9 on environment and shop pages. Product renders are photographic-realistic, often shot on a tinted surface that becomes the tile background.
- **Product renders**: PNG/WebP with transparency; rest on a surface tile and pick up the system shadow.
- **Accessory grid**: square 1:1 crops at `{rounded.lg}` (18px) radius, light neutral backgrounds, product centered with 2040px internal padding.
- **No rounded imagery in hero tiles** — images are full-bleed rectangular. Rounding (`{rounded.sm}`, `{rounded.lg}`) appears only on inline card imagery.
- Lazy-loading via responsive `srcset` and `sizes` across all breakpoints; CDN-optimized WebP.
## Components
### Top Navigation
**`global-nav`** — Persistent, ultra-thin black nav bar pinned to the top of every page. Background `{colors.surface-black}`, height 44px, text `{colors.on-dark}` in `{typography.nav-link}` (12px / 400 / -0.12px tracking). Links are quiet, spaced ~20px apart, running edge-to-edge across the top. Right-aligned cluster: Search, Bag icons — always visible. On mobile, collapses to hamburger at ~834px and the Apple logo centers.
**`sub-nav-frosted`** — Surface-specific nav that sticks below the global nav. Background `{colors.canvas-parchment}` at 80% opacity with backdrop-filter blur, creating a frosted-glass effect. Height 52px. Content on left: product category name ("iPhone", "Store", "Accessories") in `{typography.tagline}` (21px / 600). Content right: inline nav links in `{typography.button-utility}` (14px), ending in a persistent `{component.button-primary}` ("Buy") or a utility link.
### Buttons
**`button-primary`** — The signature Apple action. Background `{colors.primary}` (Action Blue #0066cc), text `{colors.on-primary}` in `{typography.body}` (SF Pro Text 17px / 400), rounded `{rounded.pill}` (full pill — capsule-shaped), padding 11px × 22px. The full-pill radius IS the brand action signal.
- Active state: `{component.button-primary-active}``transform: scale(0.95)` (the system-wide micro-interaction).
- Focus state: `{component.button-primary-focus}` — 2px solid `{colors.primary-focus}` outline.
**`button-secondary-pill`** — Used as the second CTA when two blue pills appear together ("Learn more" / "Buy"). Background transparent, text `{colors.primary}`, 1px solid `{colors.primary}` border, rounded `{rounded.pill}`, padding 11px × 22px. Reads as a "ghost pill."
**`button-dark-utility`** — Global nav actions (Sign In, Bag, language selector). Background `{colors.ink}` (#1d1d1f), text `{colors.on-dark}` in `{typography.button-utility}` (14px / 400 / -0.224px tracking), rounded `{rounded.sm}` (8px), padding 8px × 15px. Active state shrinks via `transform: scale(0.95)`.
**`button-pearl-capsule`** — Product-card secondary button. Background `{colors.surface-pearl}` (#fafafc), text `{colors.ink-muted-80}` in `{typography.caption}` (14px), 3px solid `{colors.divider-soft}` border (functions as a soft ring rather than a visible line), rounded `{rounded.md}` (11px), padding 8px × 14px.
**`button-store-hero`** — A larger primary CTA used on store hero surfaces. Same Action Blue + Paper White as `{component.button-primary}`, but with `{typography.button-large}` (18px / 300 — note the rare weight 300) and slightly more padding (14px × 28px). Used sparingly on the store landing.
**`button-icon-circular`** — Floats over photography. 44 × 44px, background `{colors.surface-chip-translucent}` at ~64% alpha, icon in `{colors.ink}`, rounded `{rounded.full}`. Used for carousel controls, close buttons, and in-image controls (product image thumbnails on the iPhone buy page).
**`text-link`** — Inline body links in `{colors.primary}` (Action Blue). Underlined or non-underlined per context.
**`text-link-on-dark`** — Inline body links on dark tiles in `{colors.primary-on-dark}` (Sky Link Blue #2997ff) — Action Blue would disappear against `{colors.surface-tile-1}`.
### Cards & Containers
**`product-tile-light`** — Full-bleed light tile. Background `{colors.canvas}` (white), text `{colors.ink}`, rounded `{rounded.none}` (0 — tiles touch edges), vertical padding `{spacing.section}` (80px). Centered stack: product name in `{typography.display-lg}` (40px / 600) → one-line tagline in `{typography.lead}` (28px / 400) → two `{component.button-primary}` CTAs ("Learn more" / "Buy") → product render resting on the surface with the system shadow.
**`product-tile-parchment`** — Same as `{component.product-tile-light}` but on `{colors.canvas-parchment}` (#f5f5f7). Used to break two consecutive white tiles.
**`product-tile-dark`** — Full-bleed dark tile. Background `{colors.surface-tile-1}` (#272729), text `{colors.on-dark}`, rounded `{rounded.none}`, vertical padding `{spacing.section}` (80px). Same content stack as the light tile but with `{component.text-link-on-dark}` for inline copy and `{component.button-primary}` (Action Blue still works on the dark surface). Used on the homepage product grid as the alternating dark band.
**`product-tile-dark-2`** — Variant on `{colors.surface-tile-2}` (#2a2a2c). Used where a dark tile sits directly above or below `{component.product-tile-dark}` to create the faintest separation through micro-step lightness change.
**`product-tile-dark-3`** — Variant on `{colors.surface-tile-3}` (#252527). Used at the bottom of the stack and in embedded video/player frames.
**`store-utility-card`** — Used in store grid and accessories grid. Background `{colors.canvas}` (white), 1px solid `{colors.hairline}` border, rounded `{rounded.lg}` (18px), padding `{spacing.lg}` (24px). Top: product image (1:1 crop with `{rounded.sm}` (8px) inner image radius). Below: product name in `{typography.body-strong}` (17px / 600), price in `{typography.body}` (17px / 400), and a `{component.text-link}` ("Buy" or "Learn more"). No shadow by default; product render itself carries the system product-shadow.
**`configurator-option-chip`** — Pill-shaped tappable cell used in the iPhone 17 Pro buy page. Background `{colors.canvas}`, text `{colors.ink}` in `{typography.caption}`, rounded `{rounded.pill}`, padding 12px × 16px. Contains a small product thumbnail + label + price delta. Arranged in a grid of 45 options per row.
**`configurator-option-chip-selected`** — Selected state. Border upgrades to 2px solid `{colors.primary-focus}`. Same shape, same content.
**`environment-quote-card`** — A photographic-canvas hero specific to the environment page. Dark photographic backdrop (mountain vista at dawn) with `{colors.surface-tile-1}` as the fallback color, centered white-text headline in `{typography.display-lg}` (40px), small green "Apple 2030" pictographic logo above the headline, single `{component.button-primary}` below. Padding `{spacing.section}` (80px).
**`floating-sticky-bar`** — Floats at the bottom of the viewport on the iPhone 17 Pro buy page during scroll. Background `{colors.canvas-parchment}` at 80% opacity with `backdrop-filter: blur(N)`, height 64px, padding 12px × 32px. Left: running price total in `{typography.body}`. Right: `{component.button-primary}` ("Add to Bag").
### Inputs & Forms
**`search-input`** — The accessories search input. Background `{colors.canvas}`, text `{colors.ink}` in `{typography.body}` (17px), 1px solid `rgba(0, 0, 0, 0.08)` border, rounded `{rounded.pill}` (full pill — search is also pill-shaped, matching the CTA grammar), padding 12px × 20px, height 44px. Leading icon: search glyph at 14px, muted tint.
Error and validation states were not surfaced in the analyzed pages.
### Footer
**`footer`** — Background `{colors.canvas-parchment}` (#f5f5f7), text `{colors.ink-muted-80}`. Link columns in `{typography.dense-link}` (17px / 400 / 2.41 line-height — the relaxed leading is what makes the dense columns scannable). Column headings in `{typography.caption-strong}` (14px / 600). Legal row at the very bottom in `{typography.fine-print}` (12px / 400) with `{colors.ink-muted-48}` text. Vertical padding 64px.
## Do's and Don'ts
### Do
- Use `{colors.primary}` (Action Blue #0066cc) for every interactive element — links, pill CTAs, focus signals — and nothing else. The single accent is non-negotiable.
- Set headlines in `{typography.hero-display}` or `{typography.display-lg}` with negative letter-spacing (`-0.28 → -0.374px`) to get the signature "Apple tight" cadence.
- Run body copy at `{typography.body}` (17px / 400 / 1.47 / -0.374px) — not 16px. The extra pixel defines the brand's reading pace.
- Alternate `{component.product-tile-light}` (or parchment) and `{component.product-tile-dark}` for full-bleed section rhythm. The color change IS the divider.
- Reserve `{rounded.pill}` for the primary blue CTA and any other element that should read as an "action" (configurator chips, search input, sticky bar CTA).
- Apply the single product-shadow (`rgba(0, 0, 0, 0.22) 3px 5px 30px`) only to product renders resting on a surface — never on cards, buttons, or text.
- Use `transform: scale(0.95)` as the active/press state on every button — it's the system-wide micro-interaction.
- Keep the global nav `{colors.surface-black}` (true black) — it's the only place pure black appears on most pages.
### Don't
- Don't introduce a second accent color; every "click me" signal is `{colors.primary}` (Action Blue).
- Don't add shadows to cards, buttons, or text — shadow is reserved for product imagery.
- Don't use gradients as decorative backgrounds; atmosphere comes from photography.
- Don't set body copy at weight 500 — Apple's ladder is 300 / 400 / 600 / 700, with 500 deliberately absent. Body is always 400; strong inline is 600; display is 600.
- Don't round full-bleed tiles — tiles are rectangular and edge-to-edge; the color change is the divider.
- Don't tighten line-height below 1.47 for body copy — the editorial leading is part of the brand.
- Don't mix radii grammars — use `{rounded.sm}` for compact utility, `{rounded.lg}` for utility cards, `{rounded.pill}` for pills, and nothing in between (except the rare `{rounded.md}` Pearl Button).
- Don't use `{colors.primary-on-dark}` (Sky Link Blue) on light surfaces — it's the dark-tile-only variant. Action Blue is for light surfaces.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Small phone | ≤ 419px | Single-column tiles; sub-nav collapses to category name + primary CTA only; hero typography drops to 28px |
| Phone | 420640px | Single-column stack; product renders scale to 80% of tile width; hero h1 drops to 34px |
| Large phone | 641735px | Tiles transition to tighter padding (48px vertical vs 80px); fine-print wraps |
| Tablet portrait | 736833px | Global nav collapses to hamburger; sub-nav hides category chips, keeps primary CTA |
| Tablet landscape | 8341023px | Global nav returns fully expanded; 3-column utility grids become 2-column |
| Small desktop | 10241068px | Product tiles use 2/3 width with margin gutters; hero h1 stays at 40px |
| Desktop | 10691440px | Full layout; 45 column store grids; 1440px content max |
| Wide desktop | ≥ 1441px | Content locks at 1440px, margins absorb extra width |
The structural breakpoints that matter for agents: 1440px (content lock), 1068px (small-desktop), 833px (tablet landscape switch), 734px (tablet portrait), 640px (phone), 480px (small phone).
### Touch Targets
- Minimum 44 × 44px. `{component.button-primary}` lands at ~44 × 100px (with the full-pill radius making the visible hit area more generous than the label suggests).
- `{component.button-icon-circular}` is exactly 44 × 44px.
- Global nav utility links are smaller (~32 × 80px) — they deliberately sit at a tighter target because they're precision desktop actions, and the mobile hamburger replaces them at ≤ 833px.
### Collapsing Strategy
- **Global nav**: full horizontal link row on desktop → collapses to Apple logo + hamburger + bag icon at 834px and below.
- **Sub-nav**: category name + inline links + primary CTA → category name + primary CTA only at mobile; inline links move into a hamburger tray.
- **Product tiles**: stack from 2-column to 1-column at 834px; vertical padding tightens from 80px → 48px at small-phone.
- **Utility grids** (store, accessories): 5-col → 4-col (1440px) → 3-col (1068px) → 2-col (834px) → 1-col (640px).
- **Hero typography**: `{typography.hero-display}` (56px) → `{typography.display-lg}` (40px) at 1068px → 34px at 640px → 28px at 419px.
### Image Behavior
- All product imagery uses responsive `srcset` with breakpoint-matched crops.
- Hero photography may switch art direction at mobile (e.g., the environment page's vista crops to a taller aspect ratio on mobile, framing the subject differently).
- Product renders maintain their 1:1 or 4:3 aspect ratios across breakpoints; only scale changes.
- Lazy-loading is default; the above-fold hero loads eagerly.
## Iteration Guide
1. Focus on ONE component at a time. Reference its YAML key directly (`{component.product-tile-dark}`, `{component.search-input}`).
2. Variants of an existing component (`-active`, `-focus`, `-2`, `-3`) live as separate entries in `components:`.
3. Use `{token.refs}` everywhere — never inline hex.
4. Never document hover. Default and Active/Pressed states only.
5. Display headlines stay SF Pro Display 600 with negative letter-spacing. Body stays SF Pro Text 400 at 17px. The boundary is unbreakable.
6. The single drop-shadow (`rgba(0, 0, 0, 0.22) 3px 5px 30px`) is reserved for product photography only.
7. When in doubt about emphasis: alternate surface (light → dark tile) before adding chrome.
## Known Gaps
- Form validation and error states were not surfaced on the analyzed pages; only the neutral search input is documented.
- The homepage's embedded video/player frame uses `{colors.surface-black}`; interior player controls are not documented (they're a platform widget, not a web-design token).
- Some component imagery is dynamic (rotating product hero) and its specific copy varies per surface — component specs name the structure, not the rotating content.
- Dark-mode counterparts for store and accessories utility cards were not surfaced on the analyzed pages; the system documented is the daytime/light-dominant variant Apple ships by default.
- Atmospheric photography (environment page mountain vista) is a content asset, not a design token; the documented `{component.environment-quote-card}` describes the structural surface only.
- The exact backdrop-filter blur radius on `{component.sub-nav-frosted}` and `{component.floating-sticky-bar}` is platform-dependent; production CSS uses `saturate(180%) blur(20px)` as a typical baseline but the value isn't formalized as a token.
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# Apple Inspired Design System
# Apple Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/apple/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Binance-design-analysis
description: A confident financial-platform interface anchored on a deep near-black canvas, where Binance's iconic yellow (#FCD535) carries every primary CTA, brand accent, and value-claim moment. Type runs Binance's custom BinanceNova / BinancePlex stack at modest weights — the system trusts size and yellow voltage over bold weight. Marketing and product surfaces default to the dark theme; transactional surfaces (buy crypto, deposit, exchange) flip to a light theme that shares the same yellow CTAs and gray-blue hairlines. Trading green (up) and red (down) accents thread through both modes for price-direction signals.
colors:
primary: "#fcd535"
primary-active: "#f0b90b"
primary-disabled: "#3a3a1f"
ink: "#181a20"
body: "#eaecef"
body-on-light: "#181a20"
muted: "#707a8a"
muted-strong: "#929aa5"
hairline-on-light: "#eaecef"
hairline-on-dark: "#2b3139"
border-strong: "#cdd1d6"
canvas-light: "#ffffff"
canvas-dark: "#0b0e11"
surface-card-dark: "#1e2329"
surface-elevated-dark: "#2b3139"
surface-soft-light: "#fafafa"
surface-strong-light: "#f5f5f5"
on-primary: "#181a20"
on-dark: "#ffffff"
trading-up: "#0ecb81"
trading-down: "#f6465d"
accent-turquoise: "#2dbdb6"
info: "#3b82f6"
info-ring: "#3b82f6"
typography:
hero-display:
fontFamily: "BinanceNova, -apple-system, BlinkMacSystemFont, sans-serif"
fontSize: 64px
fontWeight: 700
lineHeight: 1.1
letterSpacing: -1px
display-lg:
fontFamily: "BinanceNova, sans-serif"
fontSize: 48px
fontWeight: 700
lineHeight: 1.1
letterSpacing: -0.5px
display-md:
fontFamily: "BinanceNova, sans-serif"
fontSize: 40px
fontWeight: 600
lineHeight: 1.15
letterSpacing: -0.3px
display-sm:
fontFamily: "BinanceNova, sans-serif"
fontSize: 32px
fontWeight: 600
lineHeight: 1.2
letterSpacing: 0
title-lg:
fontFamily: "BinanceNova, sans-serif"
fontSize: 24px
fontWeight: 600
lineHeight: 1.3
letterSpacing: 0
title-md:
fontFamily: "BinanceNova, sans-serif"
fontSize: 20px
fontWeight: 600
lineHeight: 1.35
letterSpacing: 0
title-sm:
fontFamily: "BinanceNova, sans-serif"
fontSize: 16px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0
number-display:
fontFamily: "BinancePlex, BinanceNova, sans-serif"
fontSize: 40px
fontWeight: 700
lineHeight: 1.1
letterSpacing: -0.3px
number-md:
fontFamily: "BinancePlex, BinanceNova, sans-serif"
fontSize: 16px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
number-sm:
fontFamily: "BinancePlex, BinanceNova, sans-serif"
fontSize: 14px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
body-md:
fontFamily: "BinanceNova, sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
body-sm:
fontFamily: "BinanceNova, sans-serif"
fontSize: 13px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
caption:
fontFamily: "BinanceNova, sans-serif"
fontSize: 12px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
button:
fontFamily: "BinanceNova, sans-serif"
fontSize: 14px
fontWeight: 600
lineHeight: 1
letterSpacing: 0
nav-link:
fontFamily: "BinanceNova, sans-serif"
fontSize: 14px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
rounded:
xs: 2px
sm: 4px
md: 6px
lg: 8px
xl: 12px
pill: 9999px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 24px
xl: 32px
xxl: 48px
section: 80px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 12px 24px
height: 40px
button-primary-active:
backgroundColor: "{colors.primary-active}"
textColor: "{colors.on-primary}"
rounded: "{rounded.md}"
button-primary-disabled:
backgroundColor: "{colors.primary-disabled}"
textColor: "{colors.muted}"
rounded: "{rounded.md}"
button-primary-pill:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 14px 32px
button-secondary-on-dark:
backgroundColor: "{colors.surface-card-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 12px 24px
button-secondary-on-light:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 12px 24px
button-tertiary-text:
backgroundColor: transparent
textColor: "{colors.body}"
typography: "{typography.button}"
button-trading-up:
backgroundColor: "{colors.trading-up}"
textColor: "{colors.on-dark}"
typography: "{typography.button}"
rounded: "{rounded.sm}"
padding: 8px 20px
button-trading-down:
backgroundColor: "{colors.trading-down}"
textColor: "{colors.on-dark}"
typography: "{typography.button}"
rounded: "{rounded.sm}"
padding: 8px 20px
button-subscribe:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.sm}"
padding: 6px 16px
height: 28px
text-link:
backgroundColor: transparent
textColor: "{colors.primary}"
typography: "{typography.body-md}"
top-nav-dark:
backgroundColor: "{colors.canvas-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.nav-link}"
height: 64px
top-nav-light:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.ink}"
typography: "{typography.nav-link}"
height: 64px
hero-band-dark:
backgroundColor: "{colors.canvas-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.hero-display}"
padding: 80px
stat-callout-card:
backgroundColor: transparent
textColor: "{colors.primary}"
typography: "{typography.number-display}"
trust-badge:
backgroundColor: "{colors.surface-card-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.title-sm}"
rounded: "{rounded.lg}"
padding: 16px 20px
markets-table-card:
backgroundColor: "{colors.surface-card-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.xl}"
padding: 24px
markets-row:
backgroundColor: transparent
textColor: "{colors.on-dark}"
typography: "{typography.number-md}"
padding: 12px 0
price-up-cell:
backgroundColor: transparent
textColor: "{colors.trading-up}"
typography: "{typography.number-md}"
price-down-cell:
backgroundColor: transparent
textColor: "{colors.trading-down}"
typography: "{typography.number-md}"
search-input-on-dark:
backgroundColor: "{colors.surface-card-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 10px 16px
height: 40px
text-input-on-light:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 10px 16px
height: 40px
funds-safu-band:
backgroundColor: "{colors.canvas-dark}"
textColor: "{colors.primary}"
typography: "{typography.display-lg}"
padding: 80px
feature-photo-card:
backgroundColor: "{colors.surface-card-dark}"
textColor: "{colors.on-dark}"
rounded: "{rounded.xl}"
qr-promo-card:
backgroundColor: "{colors.surface-card-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.title-md}"
rounded: "{rounded.xl}"
padding: 32px
faq-row:
backgroundColor: transparent
textColor: "{colors.on-dark}"
typography: "{typography.title-sm}"
rounded: "{rounded.md}"
padding: 20px 0
cta-band-dark:
backgroundColor: "{colors.surface-card-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.display-sm}"
rounded: "{rounded.xl}"
padding: 48px
arena-hero-gradient:
backgroundColor: "{colors.canvas-dark}"
textColor: "{colors.primary}"
typography: "{typography.display-lg}"
padding: 80px
cookie-consent-card:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.lg}"
padding: 16px
buy-crypto-amount-card:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.ink}"
typography: "{typography.number-display}"
rounded: "{rounded.lg}"
padding: 24px
steps-card:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.ink}"
typography: "{typography.title-sm}"
rounded: "{rounded.lg}"
padding: 24px
price-chart-card:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 24px
conversion-cell:
backgroundColor: transparent
textColor: "{colors.body-on-light}"
typography: "{typography.body-md}"
trader-row:
backgroundColor: transparent
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
padding: 12px 0
footer-light:
backgroundColor: "{colors.surface-soft-light}"
textColor: "{colors.body-on-light}"
typography: "{typography.body-md}"
padding: 64px
---
## Overview
Binance reads like a financial trading platform that wants to feel both authoritative and energetic. The base atmosphere is **deep near-black canvas** (`{colors.canvas-dark}`#0b0e11) holding white type and a single, ubiquitous accent: **Binance Yellow** (`{colors.primary}`#FCD535). That yellow does almost all of the brand's heavy lifting — it carries every primary CTA, every value-claim headline ("FUNDS ARE SAFU"), every "Sign Up" pill, every featured tier indicator, and the wordmark itself. There is no secondary brand color. The system trusts the yellow voltage to do the brand work, and it carries it.
Type runs Binance's custom **BinanceNova** (display + body) and **BinancePlex** (numerical / financial display) stack. BinanceNova carries display headlines, section titles, and body copy. BinancePlex appears on price tickers, large stat numbers (transaction volumes, user counts, prize pools) — anywhere a number wants to feel "tabular and reliable." Both run at modest weights — display sizes use weight 600-700 (bolder than typical marketing because trading platforms need numbers to read at a glance), body stays at 400.
The product is **multi-theme**: marketing surfaces (homepage, smart-money, futures arena) default to dark, while transactional surfaces (buy crypto, deposit, withdraw) flip to a light theme. The same yellow CTAs and gray-blue hairlines (`{colors.hairline-on-light}`#eaecef) thread through both — only canvas, surface, and text tones flip. Trading **green** (`{colors.trading-up}`#0ecb81) and **red** (`{colors.trading-down}`#f6465d) signal price direction in tables, charts, and price tickers across both modes.
**Key Characteristics:**
- Single accent color: `{colors.primary}` (#FCD535) does all brand voltage — primary CTAs, hero headlines, brand mark, badges. Used scarcely on dark for emphasis, ubiquitously on transactional dialogs.
- Custom type stack: `BinanceNova` (display + body) and `BinancePlex` (numbers, prices, financial data). Big stat numbers always render in BinancePlex for tabular consistency.
- Multi-theme: marketing pages default dark (`{colors.canvas-dark}`); transactional pages flip light (`{colors.canvas-light}`). Yellow CTAs and trading green/red are shared across both.
- Light footer on dark body: the homepage uses `{colors.surface-soft-light}` (#fafafa) for the footer even when the body above it is dark — a deliberate inversion that visually closes the page.
- Trading semantics: green up / red down (`{colors.trading-up}` / `{colors.trading-down}`) for price changes, applied as text color rather than badge background.
- Card surfaces: `{colors.surface-card-dark}` (#1e2329) for elevated cards on dark; `{colors.canvas-light}` for cards on light. No gradient surfaces, no atmospheric backdrops — flat color blocks throughout.
- Border radius is small to medium: `{rounded.md}` (6px) for primary buttons, `{rounded.lg}` (8px) for inputs and content cards, `{rounded.xl}` (12px) for elevated card containers, `{rounded.pill}` for prominent feature CTAs.
- Spacing follows a 4-multiple scale; major editorial bands sit at `{spacing.section}` (80px) — slightly tighter than typical marketing-only sites because product pages need denser layouts.
## Colors
### Brand & Accent
- **Binance Yellow** (`{colors.primary}`#FCD535): The single brand color. Used for primary CTA backgrounds, the wordmark, brand-claim headlines ("FUNDS ARE SAFU"), trust badges ("No.1 Trading Volume"), large stat numbers in `{component.stat-callout-card}`, and inline links.
- **Binance Yellow Active** (`{colors.primary-active}`#f0b90b): The press / hover-darker variant. Slightly more saturated yellow.
- **Binance Yellow Disabled** (`{colors.primary-disabled}`#3a3a1f): A desaturated dark-yellow used on disabled CTAs over dark canvas.
- **Accent Turquoise** (`{colors.accent-turquoise}`#2dbdb6): A small secondary accent used very sparingly on Smart Money's "Check Now" CTA over dark surfaces. Treat as a single-product accent, not a system color.
### Surface
The system has two canvas modes that map to product context:
**Dark mode (marketing default):**
- **Canvas Dark** (`{colors.canvas-dark}`#0b0e11): The primary page floor. Near-black with a slight warm tint — never pure black.
- **Surface Card Dark** (`{colors.surface-card-dark}`#1e2329): Cards, navigation dropdowns, secondary buttons over dark canvas, markets table.
- **Surface Elevated Dark** (`{colors.surface-elevated-dark}`#2b3139): One step lighter, used for nested cards, hovered nav items, and chart background panels.
**Light mode (transactional):**
- **Canvas Light** (`{colors.canvas-light}`#ffffff): The page floor on transactional pages (buy crypto, deposit forms, account dialogs).
- **Surface Soft Light** (`{colors.surface-soft-light}`#fafafa): Footer surface and disabled states.
- **Surface Strong Light** (`{colors.surface-strong-light}`#f5f5f5): Form input backgrounds in muted contexts.
### Hairlines & Borders
- **Hairline on Light** (`{colors.hairline-on-light}`#eaecef): The 1px border tone on light surfaces. Dembrandt's frequency analysis confirms this as the highest-count token (1022 occurrences) — Binance uses hairlines liberally.
- **Hairline on Dark** (`{colors.hairline-on-dark}`#2b3139): The 1px border tone on dark surfaces. Same hex as `{colors.surface-elevated-dark}` — borders feel like surface steps, not ink lines.
- **Border Strong** (`{colors.border-strong}`#cdd1d6): A heavier border tone used on disabled secondary buttons.
### Text
- **Ink** (`{colors.ink}`#181a20): The strongest text on light surfaces. Display headlines on transactional pages.
- **Body on Dark** (`{colors.body}`#eaecef): Default running-text on dark canvas — deliberately not pure white, slightly cooler.
- **Body on Light** (`{colors.body-on-light}`#181a20): Same as ink — light-mode body text reuses the ink token.
- **Muted** (`{colors.muted}`#707a8a): Footer links, breadcrumbs, captions, table column headers. Works on both light and dark canvas.
- **Muted Strong** (`{colors.muted-strong}`#929aa5): A second-tier muted for emphasized labels.
- **On Primary** (`{colors.on-primary}`#181a20): Black text on yellow primary CTAs.
- **On Dark** (`{colors.on-dark}`#ffffff): Pure white for high-contrast headlines on dark canvas.
### Trading Semantics
- **Trading Up** (`{colors.trading-up}`#0ecb81): Price-up green, used as text color in tables, charts, and inline ticker arrows. Never as a button background.
- **Trading Down** (`{colors.trading-down}`#f6465d): Price-down red. Same usage rules as trading-up.
### Info / Focus
- **Info** (`{colors.info}`#3b82f6): Inline info badges and the focus-ring base. The Tailwind `--tw-ring-color` token surfaced by dembrandt — used on input focus.
## Typography
### Font Family
The system runs **BinanceNova** for display and body, and **BinancePlex** for numerical / financial data. Both are licensed Binance custom typefaces. The fallback stack walks `-apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, sans-serif`.
The split is functional, not decorative:
- BinanceNova → editorial type (headlines, paragraphs, button labels, nav)
- BinancePlex → tabular numerical type (prices, volumes, percentages, stat counters, prize pools)
Mixing them is not optional — BinanceNova on a price ticker would lose the trading-platform character; BinancePlex on a paragraph would feel monospace-cold.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.hero-display}` | 64px | 700 | 1.1 | -1px | Homepage h1 ("316,258,026 USERS TRUST US") |
| `{typography.display-lg}` | 48px | 700 | 1.1 | -0.5px | Brand-claim headlines ("FUNDS ARE SAFU"), prize-pool hero ("Futures Masters Arena") |
| `{typography.display-md}` | 40px | 600 | 1.15 | -0.3px | Section heads on long-scroll pages |
| `{typography.display-sm}` | 32px | 600 | 1.2 | 0 | CTA band headlines ("Secure, Low-Fee Trading on Binance") |
| `{typography.title-lg}` | 24px | 600 | 1.3 | 0 | Sub-section titles |
| `{typography.title-md}` | 20px | 600 | 1.35 | 0 | QR-promo cards, feature card titles |
| `{typography.title-sm}` | 16px | 600 | 1.4 | 0 | Trust badges, FAQ rows, step labels |
| `{typography.number-display}` | 40px | 700 | 1.1 | -0.3px | Big stat numbers (15,000 BTC, $429,423,449) — BinancePlex |
| `{typography.number-md}` | 16px | 500 | 1.4 | 0 | Markets table prices, table cells — BinancePlex |
| `{typography.number-sm}` | 14px | 500 | 1.4 | 0 | Inline prices, % changes — BinancePlex |
| `{typography.body-md}` | 14px | 400 | 1.5 | 0 | Default running-text — BinanceNova |
| `{typography.body-sm}` | 13px | 400 | 1.5 | 0 | Cookie consent text, footer body |
| `{typography.caption}` | 12px | 500 | 1.4 | 0 | Small meta labels |
| `{typography.button}` | 14px | 600 | 1 | 0 | Standard CTA button labels |
| `{typography.nav-link}` | 14px | 500 | 1.4 | 0 | Top nav menu items |
### Principles
Display sizes use weight 700 — heavier than most marketing systems. This makes sense for a trading platform: numbers need to read at a glance, headlines need to compete with chart visualizations and dense data tables. The system will not soften display weight to 400 the way Airtable or Stripe does.
`{typography.number-display}` and the smaller number variants always use **BinancePlex**, even when surrounding body type uses BinanceNova. Prices, volumes, and stat counters render in BinancePlex regardless of context — it is the system's "trustworthy number" voice.
### Note on Font Substitutes
If BinanceNova and BinancePlex are unavailable, **Inter** is the closest open-source substitute for BinanceNova and **JetBrains Mono** or **IBM Plex Sans** is the closest substitute for BinancePlex (depending on whether tabular monospace fidelity matters more than humanist proportions). Adjust display headlines down by ~3% in line-height to match BinanceNova's tighter cap height.
## Layout
### Spacing System
- **Base unit:** 4px.
- **Tokens:** `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 16px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 80px.
- **Section padding (vertical):** `{spacing.section}` (80px) — slightly tighter than airy marketing sites (96px) because Binance pages mix marketing bands with dense product surfaces (markets tables, FAQ accordions).
- **Card internal padding:** `{spacing.lg}` (24px) for content cards and markets tables; `{spacing.xl}` (32px) for QR-promo cards and CTA bands; `{spacing.md}` (16px) for trust badges and table rows.
- **Gutters:** `{spacing.lg}` (24px) between cards in 3-up grids; `{spacing.md}` (16px) inside footer column gutters and dense FAQ lists.
### Grid & Container
- **Max content width:** ~1280px centered on marketing pages; ~1440px on product surfaces (markets, smart-money tables) where horizontal density matters.
- **Editorial body:** Single 12-column grid; product pages often use 8/4 split (main panel + side rail).
- **Markets table:** 5-column header (Pair / Last Price / 24h Change / 24h Volume / Action), with the first column carrying coin icon + symbol pair.
- **Footer:** 6-column link list at desktop, wrapping to 2-up at tablet and 1-up on mobile.
### Whitespace Philosophy
Binance is denser than typical marketing sites — long-scroll pages mix hero bands with markets tables, FAQ accordions, and feature grids without much breathing room between them. The system trusts contrast (yellow vs. dark canvas, green vs. red price cells) to do the visual separation work, not whitespace. Where whitespace appears, it's always uniform — `{spacing.section}` between every major band.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| Flat | No shadow, no border | Body sections, top nav, hero bands, footer |
| Soft hairline | 1px `{colors.hairline-on-dark}` or `{colors.hairline-on-light}` | Inputs, table dividers, FAQ row separators, secondary buttons |
| Card surface | `{colors.surface-card-dark}` background on dark canvas, `{colors.canvas-light}` on light context — no shadow | All elevated cards (markets-table-card, QR-promo-card, feature-photo-card, trust-badges) |
| Subtle drop shadow | Faint shadow visible only when a card sits over imagery | Used sparingly on the buy-crypto-amount-card on transactional pages |
| Focus ring | `0 0 0 2px {colors.info-ring}` at 50% alpha | Input + button keyboard focus state |
The elevation philosophy is **flat surfaces with color-block separation**. Binance does not use heavy drop shadows or glassmorphism — depth comes from the contrast between `{colors.canvas-dark}` and `{colors.surface-card-dark}` (a 12-step lightness jump that reads as a clear elevation boundary).
### Decorative Depth
- **Yellow → dark vertical gradient backdrop** on the Futures Arena hero: `{colors.primary}` fading down to `{colors.canvas-dark}`. This is a single-page treatment used for product-launch / event hero surfaces, not a system-wide signature.
- **Coin-stack illustrations** flanking large stat blocks (3D rendered crypto coins, trophy icons). These are illustrations, not tokens — treat as content rather than design system surface.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 2px | Almost no use — reserved for very small badges |
| `{rounded.sm}` | 4px | Small inline buttons (subscribe, trading-up / trading-down inline) |
| `{rounded.md}` | 6px | Standard CTA buttons, primary buttons, primary input fields |
| `{rounded.lg}` | 8px | Search input, content cards, trust badges, sub-cards |
| `{rounded.xl}` | 12px | Elevated card containers (markets-table-card, QR-promo-card, CTA bands) |
| `{rounded.pill}` | 9999px | Prominent feature CTAs ("Sign Up" pill on dark, futures-arena "Join Now") |
| `{rounded.full}` | 9999px / 50% | Coin icons, avatars |
Binance's radius hierarchy is tighter than typical marketing systems — most surfaces sit at 6-12px. The pill radius is a deliberate exception used to signal "this is a top-of-page action."
### Photography & Iconography
- Coin icons render as 24×24 or 32×32 rounded glyphs (often 50% radius on circular outline + the coin's brand color inside).
- 3D rendered coin stacks and trophy illustrations are full-color illustrations with a slight floor shadow — not flat icons.
- Photographic content (people-using-the-app section) crops to `{rounded.xl}` (12px) corners, full-bleed on mobile.
## Components
### Top Navigation
**`top-nav-dark`** — The marketing top nav on dark canvas. 64px tall, `{colors.canvas-dark}` background. Carries the yellow Binance wordmark at left, primary horizontal menu (Buy Crypto, Markets, Trade, Futures, Earn, Square, Smart Money, Campaigns), right-side cluster with language selector, light/dark toggle, "Log In" text link, "Sign Up" `{component.button-primary}`. The wordmark uses `{colors.primary}` for "BINANCE" type.
**`top-nav-light`** — The transactional top nav on light canvas (buy crypto, deposit pages). Same layout but `{colors.canvas-light}` background and `{colors.ink}` menu items.
### Buttons
**`button-primary`** — The signature primary CTA. Background `{colors.primary}`, text `{colors.on-primary}` (black on yellow — the system's iconic combination), type `{typography.button}`, padding 12px × 24px, height 40px, rounded `{rounded.md}` (6px). Press state: `button-primary-active` darkens to `{colors.primary-active}` (#f0b90b). Disabled state: `button-primary-disabled` desaturates to `{colors.primary-disabled}`.
**`button-primary-pill`** — A larger pill variant of the primary CTA used for top-of-page sign-up moments and product-launch heroes (Futures Arena "Join Now"). Same yellow + black combination, padding 14px × 32px, rounded `{rounded.pill}` (9999px). Use sparingly — the pill is a "this is THE action" signal.
**`button-secondary-on-dark`** — Used over `{colors.canvas-dark}` for less-emphasized actions. Background `{colors.surface-card-dark}`, text `{colors.on-dark}`, rounded `{rounded.md}`.
**`button-secondary-on-light`** — Light-canvas equivalent. Background `{colors.canvas-light}` with `{colors.hairline-on-light}` 1px border, text `{colors.ink}`.
**`button-tertiary-text`** — Inline text button with no background. Used for "Log In" in the top nav and inline "Read More" links.
**`button-trading-up`** — A solid green button used on price-up signals (Buy / Long actions). Background `{colors.trading-up}`, text `{colors.on-dark}`, rounded `{rounded.sm}` (4px), padding 8px × 20px. Smaller and tighter than `{component.button-primary}` because it appears in dense trading interfaces.
**`button-trading-down`** — Symmetric red variant for Sell / Short actions. Same shape, background `{colors.trading-down}`.
**`button-subscribe`** — Compact yellow CTA used in the Smart Money traders table to subscribe to a top trader. Smaller height (28px) and tighter padding than the primary CTA — fits inside dense table rows. Same yellow + black combination.
**`text-link`** — Inline body links in `{colors.primary}` (yellow on dark, also yellow on light). No underline by default. Type inherits `{typography.body-md}`.
### Cards & Containers
**`hero-band-dark`** — Full-width dark band carrying the homepage h1 + sub-headline + dual CTA pair. Background `{colors.canvas-dark}`, padding `{spacing.section}` (80px). The h1 ("316,258,026 USERS TRUST US") uses `{typography.hero-display}` at 64px / 700 — the system's largest type role.
**`stat-callout-card`** — Inline yellow stat numbers (15,000 BTC, 7,488,223, $429,423,449). Transparent background, text `{colors.primary}`, type `{typography.number-display}` in BinancePlex. Used as a flat layout block, not a card with surface — the yellow text alone carries the visual weight.
**`trust-badge`** — Small dark cards holding "No.1 Customer Service" / "No.1 Trading Volume" claims. Background `{colors.surface-card-dark}`, rounded `{rounded.lg}` (8px), padding 16px × 20px. Yellow numeric or word badge ("No.1") sits next to a short label.
**`markets-table-card`** — The right-side markets table on the homepage. Background `{colors.surface-card-dark}`, rounded `{rounded.xl}` (12px), padding `{spacing.lg}` (24px). Carries a tab row (Popular / New listing / Top gainers), then a 5-column row of coin pairs with last price, 24h change %, action button. Each row uses `{component.markets-row}`.
**`markets-row`** — A single row inside the markets table. Transparent background, 12px vertical padding, hairline divider between rows. Coin icon (32×32) + symbol on left; last price in `{typography.number-md}` (BinancePlex); 24h change cell colored by direction (`{component.price-up-cell}` or `{component.price-down-cell}`); right-aligned chevron icon for "view detail."
**`price-up-cell`** / **`price-down-cell`** — Colored text cells for price changes. Transparent background, text `{colors.trading-up}` or `{colors.trading-down}`, type `{typography.number-md}` in BinancePlex. Always paired with a small triangle arrow indicating direction.
**`feature-photo-card`** — The "Trade on the go" section's photo strip — 3 lifestyle photos showing people using the Binance app. Background `{colors.surface-card-dark}`, rounded `{rounded.xl}`. Photos crop edge-to-edge, no internal padding around the image.
**`qr-promo-card`** — The "Trade on the go. Anywhere, anytime." card with QR code. Background `{colors.surface-card-dark}`, rounded `{rounded.xl}`, padding `{spacing.xl}` (32px). Contains an h2 in `{typography.title-md}`, a body paragraph, app store badges (iOS / Android), and a centered QR code.
**`funds-safu-band`** — The yellow-headlined "FUNDS ARE SAFU" band. Background stays `{colors.canvas-dark}`, but the headline uses `{colors.primary}` at `{typography.display-lg}`. Below the headline, three large `{component.stat-callout-card}` numbers anchor the band: total BTC reserves, users helped, funds recovered.
**`faq-row`** — A single FAQ accordion row. Transparent background, padding 20px vertical, hairline divider between rows. Closed state: question in `{typography.title-sm}` + chevron icon at right. Open state: question + answer body in `{typography.body-md}`.
**`cta-band-dark`** — The "Secure, Low-Fee Trading on Binance" pre-footer CTA band. Background `{colors.surface-card-dark}` (one step elevated from canvas), rounded `{rounded.xl}`, padding `{spacing.xxl}` (48px). Carries an h2 in `{typography.display-sm}` and a `{component.button-primary}` aligned right.
### Light-Mode Transactional Components
**`buy-crypto-amount-card`** — The right-rail card on the Buy BTC page. Background `{colors.canvas-light}`, rounded `{rounded.lg}` (8px), padding `{spacing.lg}` (24px). Carries an editable amount input in `{typography.number-display}` (BinancePlex), a currency selector, and a yellow `{component.button-primary}` for "Continue" / "Confirm Order."
**`steps-card`** — The "How to Buy Crypto" 3-up cards (Enter Amount → Confirm Order → Receive Crypto). Background `{colors.canvas-light}`, rounded `{rounded.lg}`, padding `{spacing.lg}`. Each card has a small numbered icon, a `{typography.title-sm}` step name, and a body description.
**`price-chart-card`** — The "Bitcoin Markets" card carrying the BTC price chart. Background `{colors.canvas-light}`, rounded `{rounded.lg}`. Top row carries pair selector ($79,065.04, +0.45%); main area is a candlestick / line chart in `{colors.trading-up}` and `{colors.trading-down}`; bottom row carries timeframe selector (24H / 1W / 1M / 3M / 1Y / ALL).
**`conversion-cell`** — A single row in the BTC ↔ USD conversion table. Transparent background, text `{colors.body-on-light}`, type `{typography.body-md}`. Pair label on left (BTC, USDT, etc.); USD equivalent on right.
### Inputs & Forms
**`search-input-on-dark`** — The "Search currencies" input on the homepage hero. Background `{colors.surface-card-dark}`, text `{colors.on-dark}`, rounded `{rounded.lg}` (8px), padding 10px × 16px, height 40px. Carries a yellow `{component.button-primary-pill}` on the right side ("Sign Up").
**`text-input-on-light`** — Standard input on transactional pages. Background `{colors.canvas-light}`, 1px `{colors.hairline-on-light}` border, rounded `{rounded.md}` (6px), padding 10px × 16px, height 40px. Focus state inherits the focus-ring shadow.
**`cookie-consent-card`** — The cookie banner card visible on the homepage. Background `{colors.canvas-light}`, rounded `{rounded.lg}`, padding `{spacing.md}` (16px). Body text in `{typography.body-sm}` (13px / 400) with three stacked button options (Accept Cookies & Continue / Reject Additional Cookies / Manage Cookies).
### Smart Money Sub-System
**`trader-row`** — A single row in the top-traders table on /smart-money. Transparent background, padding 12px vertical, hairline divider between rows. Avatar + trader name + private/public badge on left; ROI %, AUM, mint date columns; yellow `{component.button-subscribe}` on right.
### Signature Components
**`arena-hero-gradient`** — The Futures Arena product-launch hero. A vertical gradient from `{colors.primary}` at top to `{colors.canvas-dark}` at bottom, with the prize-pool headline (4,000,000 USDT) in `{typography.display-lg}` centered. A `{component.button-primary-pill}` ("Join Now") sits below the headline. Used only on product-launch event surfaces — do not generalize to other heroes.
### Footer
**`footer-light`** — The light-gray footer that closes every page (including dark-canvas pages). Background `{colors.surface-soft-light}` (#fafafa), text `{colors.body-on-light}`. 6-column link list at desktop covering Community / About Us / Products / Business / Service / Learn columns. Vertical padding 64px. The deliberate light footer on a dark page is one of Binance's most distinctive layout choices — it visually closes the page with a "marketing reset" surface.
## Do's and Don'ts
### Do
- Reserve `{colors.primary}` (Binance Yellow) for primary actions, brand-claim headlines, and the wordmark. Never use it for secondary or decorative purposes — yellow's scarcity is what makes it powerful.
- Keep `{component.button-primary}` (yellow with black text) as the universal primary CTA across both dark and light modes. The same button appears identically on `{colors.canvas-dark}` and `{colors.canvas-light}`.
- Use `{component.button-trading-up}` (green) and `{component.button-trading-down}` (red) only for explicit Buy/Sell or Long/Short actions. Never use them for general "confirm" or "cancel" because they carry semantic price-direction meaning.
- Use BinancePlex for every number. Prices, volumes, percentages, stat counters — all BinancePlex. Mixing BinanceNova into a number ticker breaks the trading-platform character.
- Choose canvas mode by surface intent: dark for marketing / product showcase / trading dashboards; light for transactional dialogs (buy / deposit / withdraw / form submission).
- Anchor every editorial band with `{spacing.section}` (80px). Binance is denser than airy marketing sites — 80px is the right rhythm.
### Don't
- Don't introduce a second brand color. The system has exactly one accent (`{colors.primary}`) and any expansion dilutes the brand identity. The turquoise on Smart Money is a single-product experiment, not a system token.
- Don't use yellow for body text or large surface fills. It is for focal-point CTAs and headlines only.
- Don't use `{colors.trading-up}` / `{colors.trading-down}` as background fills on cards. They are price-direction signals, expressed as text color or small badge fill — never as a card surface.
- Don't soften display weight. `{typography.hero-display}` and `{typography.display-lg}` are intentionally weight 700 — going to 400 reads as design-portfolio, not trading platform.
- Don't add atmospheric gradients to the canvas (mesh, aurora, glow effects). Binance trusts color-block contrast — adding atmospheric depth muddies the trading-platform feel.
- Don't invert `{component.button-primary}`'s text color. Black on yellow is the system's signature — white text on yellow loses contrast and brand recognition.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 768px | Top nav collapses to hamburger; hero h1 drops from 64px to ~36px; markets table converts to a horizontally-scrollable card list; demo grids drop to 1-up; footer 6 columns wrap to 2 |
| Tablet | 7681024px | Top nav stays horizontal but tightens, secondary menu items hide behind a "More" dropdown; markets table 2-up; pricing/feature grids 2-up |
| Desktop | 10241440px | Full top-nav with all primary menu items; 5-column markets table; trading dashboards in 8/4 split (chart + side rail) |
| Wide | > 1440px | Same as desktop with more outer breathing room; max content width caps at 1280-1440px depending on surface |
### Touch Targets
- Primary CTAs render at minimum 40 × 40px (`{component.button-primary}` height + padding) — meets WCAG AAA's 44 × 44 with surrounding spacing.
- Subscribe / inline action buttons are 28 × 28 — denser than ideal but matches industry trading platform norms.
- Coin icons in markets tables are 32 × 32px, with the entire row tappable for 44px+ effective target.
### Collapsing Strategy
- Top nav collapses to hamburger at < 768px; the menu opens as a full-screen sheet with the same yellow accent CTAs anchored to the bottom of the sheet.
- Markets table reflows to a horizontally-scrollable single card per coin pair on mobile.
- The hero stat numbers ("316M USERS") shrink proportionally rather than wrapping — Binance's biggest claim must always read as a single block.
- Trading dashboards switch from chart + side-rail to chart-only with a separate "Trade" tab on mobile.
- The light footer stays full-bleed at every breakpoint — it does not collapse to a separate dark variant.
### Image Behavior
- Coin icons stay at fixed 24/32px sizes regardless of breakpoint.
- Lifestyle photos in the "Trade on the go" section crop responsively — wider at desktop, taller (vertical) at mobile.
- 3D coin-stack illustrations are fixed-aspect-ratio assets that scale uniformly without cropping.
## Iteration Guide
1. Focus on ONE component at a time. Reference its YAML key directly (`{component.button-primary}`, `{component.markets-row}`).
2. When adding a new component, decide first whether it lives in dark mode (marketing / product) or light mode (transactional). The same component appears in both with surface tone flipped.
3. Variants of an existing component (`-active`, `-disabled`) live as separate entries in `components:` — never as nested state objects.
4. Use `{token.refs}` everywhere prose mentions a color, a radius, a typography role, or a spacing value.
5. Never document hover. The system documents Default and Active/Pressed states only.
6. Numbers always use BinancePlex; copy always uses BinanceNova. Mixing them is a system violation.
7. Trading green / red are semantic price tokens — never repurpose them for "success" or "error" generic states.
## Known Gaps
- The dembrandt frequency analyzer captured `#eaecef` (light hairline, count 1022) as the highest-frequency token. The brand-defining `{colors.primary}` (#FCD535) appears far less frequently because it's used scarcely as accent — its system role had to be confirmed from screenshots.
- BinanceNova and BinancePlex weight-axis values are not formalized as variable-font tokens — only the static weights observed in screenshots are documented.
- Animation and transition timings (chart redraws, price-change flashes) are not in scope.
- Form validation states beyond `{component.text-input-on-light}` defaults are not extracted — error / success input variants would need a sign-up or order-confirmation flow to confirm.
- The trading dashboard surfaces (Spot / Futures / Margin) were not in the analyzed URL set; their order book, candlestick chart configuration, and position-management cards are not documented here.
- The light/dark theme toggle behavior (whether transactional pages can be forced dark by user preference) is product behavior, not extracted from the marketing surfaces.
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# Binance Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/binance/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: BMW-M-design-analysis
description: A motorsport-engineering interface anchored on a near-black canvas with white BMW Type Next Latin display headlines in confident UPPERCASE. The brand carries no decorative voltage — its energy comes from full-bleed automotive photography (cars on tracks, driver-cockpit shots, carbon-fiber detail) and the iconic M tricolor stripe (light blue → dark blue → red) used sparingly as a brand signature on logos, dividers, and motorsport chrome. Type stays light to medium weight to feel European-engineered, never American-bombastic.
colors:
primary: "#ffffff"
ink: "#ffffff"
body: "#bbbbbb"
body-strong: "#e6e6e6"
muted: "#7e7e7e"
hairline: "#3c3c3c"
hairline-strong: "#262626"
canvas: "#000000"
surface-card: "#1a1a1a"
surface-elevated: "#262626"
surface-soft: "#0d0d0d"
on-primary: "#000000"
on-dark: "#ffffff"
m-blue-light: "#0066b1"
m-blue-dark: "#1c69d4"
m-red: "#e22718"
bmw-blue: "#1c69d4"
electric-blue: "#0653b6"
carbon-gray: "#2b2b2b"
warning: "#f4b400"
success: "#0fa336"
typography:
display-xl:
fontFamily: "BMWTypeNextLatin, sans-serif"
fontSize: 80px
fontWeight: 700
lineHeight: 1
letterSpacing: 0
display-lg:
fontFamily: "BMWTypeNextLatin, sans-serif"
fontSize: 56px
fontWeight: 700
lineHeight: 1.05
letterSpacing: 0
display-md:
fontFamily: "BMWTypeNextLatin, sans-serif"
fontSize: 40px
fontWeight: 700
lineHeight: 1.1
letterSpacing: 0
display-sm:
fontFamily: "BMWTypeNextLatin, sans-serif"
fontSize: 32px
fontWeight: 700
lineHeight: 1.15
letterSpacing: 0
title-lg:
fontFamily: "BMWTypeNextLatin, sans-serif"
fontSize: 24px
fontWeight: 700
lineHeight: 1.3
letterSpacing: 0
title-md:
fontFamily: "BMWTypeNextLatin, sans-serif"
fontSize: 20px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
title-sm:
fontFamily: "BMWTypeNextLatin, sans-serif"
fontSize: 18px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
label-uppercase:
fontFamily: "BMWTypeNextLatin, sans-serif"
fontSize: 14px
fontWeight: 700
lineHeight: 1.3
letterSpacing: 1.5px
body-md:
fontFamily: "BMWTypeNextLatin Light, BMWTypeNextLatin, sans-serif"
fontSize: 16px
fontWeight: 300
lineHeight: 1.5
letterSpacing: 0
body-sm:
fontFamily: "BMWTypeNextLatin Light, sans-serif"
fontSize: 14px
fontWeight: 300
lineHeight: 1.5
letterSpacing: 0
caption:
fontFamily: "BMWTypeNextLatin, sans-serif"
fontSize: 12px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0.5px
button:
fontFamily: "BMWTypeNextLatin, sans-serif"
fontSize: 14px
fontWeight: 700
lineHeight: 1
letterSpacing: 1.5px
nav-link:
fontFamily: "BMWTypeNextLatin, sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0.5px
rounded:
none: 0px
xs: 2px
sm: 4px
md: 6px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 24px
xl: 40px
xxl: 64px
section: 96px
components:
button-primary:
backgroundColor: "{colors.canvas}"
textColor: "{colors.on-dark}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 16px 32px
height: 48px
button-primary-outline:
backgroundColor: transparent
textColor: "{colors.on-dark}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 16px 32px
height: 48px
button-on-light:
backgroundColor: "{colors.canvas}"
textColor: "{colors.on-dark}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 16px 32px
button-icon:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
rounded: "{rounded.full}"
size: 48px
text-link:
backgroundColor: transparent
textColor: "{colors.on-dark}"
typography: "{typography.label-uppercase}"
top-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.on-dark}"
typography: "{typography.nav-link}"
height: 64px
hero-photo-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.on-dark}"
typography: "{typography.display-xl}"
padding: 96px
m-stripe-divider:
backgroundColor: transparent
textColor: "{colors.on-dark}"
height: 4px
feature-photo-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
typography: "{typography.title-md}"
rounded: "{rounded.none}"
padding: 24px
model-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.on-dark}"
typography: "{typography.title-lg}"
rounded: "{rounded.none}"
padding: 24px
magazine-article-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.on-dark}"
typography: "{typography.title-md}"
rounded: "{rounded.none}"
padding: 24px
spec-cell:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.none}"
padding: 24px
cookie-consent-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.on-dark}"
typography: "{typography.body-sm}"
rounded: "{rounded.none}"
padding: 24px
category-tab:
backgroundColor: transparent
textColor: "{colors.body}"
typography: "{typography.label-uppercase}"
padding: 12px 0
category-tab-active:
backgroundColor: transparent
textColor: "{colors.on-dark}"
typography: "{typography.label-uppercase}"
padding: 12px 0
text-input:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.none}"
padding: 12px 16px
height: 48px
chatbot-launcher:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
typography: "{typography.title-md}"
rounded: "{rounded.none}"
padding: 24px
cta-band-photo:
backgroundColor: "{colors.canvas}"
textColor: "{colors.on-dark}"
typography: "{typography.display-md}"
padding: 80px
motorsport-photo-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.on-dark}"
typography: "{typography.title-md}"
rounded: "{rounded.none}"
carousel-arrow:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
rounded: "{rounded.full}"
size: 48px
footer:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.body-sm}"
padding: 64px
---
## Overview
BMW M's marketing surface is a near-pure black canvas (`{colors.canvas}`#000) holding white BMW Type Next Latin headlines in **confident UPPERCASE**. The system has no decorative voltage of its own; brand energy comes from **full-bleed automotive photography** — cars cornering at speed, carbon-fiber wheel detail, driver cockpit shots, motorsport pit lanes — placed as edge-to-edge content that fills entire bands. UI chrome around the photography stays minimal: thin sans-serif copy, dividers as 1px hairlines (`{colors.hairline}`), all-caps button labels with no fill until hovered.
The **M tricolor stripe**`{colors.m-blue-light}` (#0066b1) → `{colors.m-blue-dark}` (#1c69d4) → `{colors.m-red}` (#e22718) — appears sparingly as the brand's signature accent, used on the M wordmark, motorsport chrome, vehicle-tech callouts, and model badges. It is never a CTA color and never used as a background fill — the tricolor is exclusively a brand-identity marker.
Type voice runs **BMW Type Next Latin** in two cuts: regular for display + nav labels and Light for body + secondary copy. Display sizes use weight 700 (BMW's signature heavy-but-tight setting), while body type drops to weight 300 (Light). The contrast between heavy display and light body is the system's editorial signature.
**Key Characteristics:**
- Near-pure black canvas (`{colors.canvas}`#000) with white type. The system inverts almost nothing — there is no light-mode marketing surface.
- Display headlines in UPPERCASE BMW Type Next Latin at weight 700. Sub-heads stay sentence-case at lighter weight.
- M tricolor (`{colors.m-blue-light}` / `{colors.m-blue-dark}` / `{colors.m-red}`) used as 4px brand-stripe dividers, M-wordmark accents, and motorsport chrome — never as buttons or fills.
- Photography fills entire bands edge-to-edge. Cars are always the visual subject; UI chrome backs off to small white labels overlaid on photography.
- Buttons are flat with `{rounded.none}` (0px) corners and uppercase letterspaced labels. The "industrial precision" rectangular silhouette IS the brand.
- Border radius is mostly zero across the system. The few exceptions: `{rounded.full}` on circular icon buttons (carousel arrows, chatbot launcher) and `{rounded.sm}` on a handful of small toggle pills.
- Spacing is generous and grid-aligned: `{spacing.section}` (96px) between major bands; `{spacing.xxl}` (64px) inside hero photo bands; `{spacing.xl}` (40px) inside content cards.
## Colors
### Brand & Accent
- **Primary** (`{colors.primary}`#ffffff): The system's primary type and CTA color. Used for h1/h2/h3 display, body text on dark, and primary button labels (the buttons themselves are transparent or canvas-colored — the white text + outline IS the button).
- **M Blue Light** (`{colors.m-blue-light}`#0066b1): The first stop in the M tricolor stripe. Used on M-badge accents and motorsport chrome.
- **M Blue Dark** (`{colors.m-blue-dark}`#1c69d4): The middle stop. The same hex as `{colors.bmw-blue}` — BMW's heritage corporate blue, repurposed as the middle band of the M stripe.
- **M Red** (`{colors.m-red}`#e22718): The third stop. The signature M-power red, used in the stripe and on motorsport-pace callouts.
- **Electric Blue** (`{colors.electric-blue}`#0653b6): A separate electric-vehicle accent used on M xDrive electric model pages. Distinct from the heritage blue — feels colder, more digital.
### Surface
- **Canvas** (`{colors.canvas}`#000000): The default page floor across every marketing surface. True black.
- **Surface Soft** (`{colors.surface-soft}`#0d0d0d): A barely-different-from-black used for spec table cells and footer-adjacent strips.
- **Surface Card** (`{colors.surface-card}`#1a1a1a): Cards, secondary buttons, icon-button backgrounds.
- **Surface Elevated** (`{colors.surface-elevated}`#262626): One step lighter, used for nested cards inside dark bands.
- **Carbon Gray** (`{colors.carbon-gray}`#2b2b2b): Carbon-fiber-inspired surface tone used on technical-spec cards.
### Hairlines & Borders
- **Hairline** (`{colors.hairline}`#3c3c3c): The 1px divider tone on dark surfaces. Used between body sections, between table rows, around card outlines.
- **Hairline Strong** (`{colors.hairline-strong}`#262626): Same hex as `{colors.surface-elevated}` — borders feel like one-step elevations rather than ink lines.
### Text
- **Ink / On Dark** (`{colors.on-dark}`#ffffff): All headline and primary text on dark canvas.
- **Body** (`{colors.body}`#bbbbbb): Default running-text color (slightly cooler than pure white). Used for body paragraphs and secondary metadata.
- **Body Strong** (`{colors.body-strong}`#e6e6e6): Emphasized body / lead paragraph.
- **Muted** (`{colors.muted}`#7e7e7e): Footer links, breadcrumbs, captions.
### Semantic
- **Warning** (`{colors.warning}`#f4b400): Used very sparingly on technical-warning callouts.
- **Success** (`{colors.success}`#0fa336): Order-confirmation states (rare on marketing surfaces).
## Typography
### Font Family
**BMW Type Next Latin** is BMW's licensed display + body typeface. The system uses two cuts: regular and Light. The fallback stack walks `-apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, sans-serif`.
The split is a deliberate weight-pair:
- Display (700) for headlines, navigation labels, button text, and category labels — the "stamped" voice
- Light (300) for body paragraphs, descriptive copy, and secondary metadata — the "engineered" voice
The contrast between heavy display and light body is BMW's editorial signature — never blur it by using regular (400) display or medium (500) body.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 80px | 700 | 1.0 | 0 | Hero h1 ("THE ULTIMATE", "MORE BMW M.") |
| `{typography.display-lg}` | 56px | 700 | 1.05 | 0 | Section heads ("MORE FROM BMW M MAGAZINE.") |
| `{typography.display-md}` | 40px | 700 | 1.1 | 0 | Sub-section heads, model names |
| `{typography.display-sm}` | 32px | 700 | 1.15 | 0 | CTA-band heads, category page titles |
| `{typography.title-lg}` | 24px | 700 | 1.3 | 0 | Card titles in 3-up grids |
| `{typography.title-md}` | 20px | 400 | 1.4 | 0 | Card sub-titles, lead paragraphs |
| `{typography.title-sm}` | 18px | 400 | 1.4 | 0 | Spec callouts, intro paragraphs |
| `{typography.label-uppercase}` | 14px | 700 | 1.3 | 1.5px | Category tabs, "VIEW MORE" inline labels |
| `{typography.body-md}` | 16px | 300 (Light) | 1.5 | 0 | Default body — BMW Type Next Latin Light |
| `{typography.body-sm}` | 14px | 300 (Light) | 1.5 | 0 | Footer body, cookie consent, fine print |
| `{typography.caption}` | 12px | 400 | 1.4 | 0.5px | Photo captions, image-credit lines |
| `{typography.button}` | 14px | 700 | 1.0 | 1.5px | All button labels — uppercase, letterspaced |
| `{typography.nav-link}` | 14px | 400 | 1.4 | 0.5px | Top-nav menu items |
### Principles
The system contrasts heavy headlines (700) against very light body (300) at all times — the gap is the editorial signature. Letter-spacing is non-trivial: button labels and category labels carry 1.5px tracking that makes them feel "machined" rather than "typed." Display headlines stay at 0 letter-spacing — BMW Type's natural cap-height handles spacing on large sizes.
UPPERCASE display is the default voice for h1/h2 — sentence case appears on body and intro paragraphs but rarely on headlines. The all-caps treatment is a brand-voice signal, not a stylistic choice.
### Note on Font Substitutes
If BMW Type Next Latin is unavailable, **Inter** (variable) at 700/300 is the closest open-source substitute. Adjust display headline tracking to -0.5px to match BMW Type's tighter spacing at large sizes. **Saira Condensed** is an alternative for headlines if a slightly more compressed feel is desired.
## Layout
### Spacing System
- **Base unit:** 4px.
- **Tokens:** `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 16px · `{spacing.lg}` 24px · `{spacing.xl}` 40px · `{spacing.xxl}` 64px · `{spacing.section}` 96px.
- **Section padding (vertical):** `{spacing.section}` (96px) between major editorial bands.
- **Hero photo bands:** `{spacing.xxl}` (64px) internal vertical padding around the hero h1 + sub-headline pair.
- **Card internal padding:** `{spacing.lg}` (24px) for content and model cards; `{spacing.xl}` (40px) for spec-cell tables.
- **Gutters:** `{spacing.lg}` (24px) between cards in 3-up grids; `{spacing.md}` (16px) inside footer columns.
### Grid & Container
- **Max content width:** ~1440px centered on marketing pages — wider than typical SaaS to give photography breathing room.
- **Editorial body:** Single 12-column grid; photo bands bleed full-bleed (no max-width).
- **Card grids:** 3-up at desktop, 2-up at tablet, 1-up at mobile.
- **Footer:** 4-column link list at desktop, 2-up at tablet, 1-up at mobile.
### Whitespace Philosophy
BMW M trusts photography to do the visual work. Whitespace around photography is restrained — the cars fill the frame, and copy sits below or beside them in tightly-aligned columns. Where whitespace appears (between body sections, around CTAs), it's always uniform `{spacing.section}` (96px). The system never adds atmospheric backdrops, gradients, or decoration — empty space stays as empty black canvas.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| Flat | No shadow, no border | Body sections, top nav, footer, photo bands |
| Soft hairline | 1px `{colors.hairline}` border | Section dividers, card outlines, table rows |
| Card surface | `{colors.surface-card}` background over canvas — no shadow | Feature photo cards, magazine cards, chatbot launcher |
| Photographic depth | Full-bleed photography with edge-to-edge crop | Hero bands, motorsport features — depth via subject matter, not chrome |
The system uses no drop shadows and no layered chrome. Depth comes entirely from photography (subject + lens + lighting) and the contrast between black canvas and slightly-elevated `{colors.surface-card}`.
### Decorative Depth
- **M Stripe Divider** (`{component.m-stripe-divider}`): A 4px-tall horizontal divider carrying the M tricolor (`{colors.m-blue-light}``{colors.m-blue-dark}``{colors.m-red}`). Used on motorsport chrome, model-detail headers, and brand-identity moments. The stripe is the system's only true "decorative" element — used sparingly to mark significance.
- **Carbon-fiber surfaces**: The technical-spec page uses `{colors.carbon-gray}` (#2b2b2b) cells with subtle texture overlay. This is a single-page treatment, not a system-wide pattern.
- **Photographic depth**: Full-bleed cars are the depth. Lighting in the photography (track lights, sunset rim-light) does the elevation work that drop shadows would do in a SaaS system.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | All buttons, cards, photo containers, spec cells, inputs — the dominant radius |
| `{rounded.xs}` | 2px | Almost no use — reserved for legal CTAs |
| `{rounded.sm}` | 4px | Small toggle pills on configurator surfaces |
| `{rounded.md}` | 6px | Rare — small dropdown menu items |
| `{rounded.full}` | 9999px / 50% | Circular icon buttons, carousel arrows, chatbot launcher |
The radius hierarchy is "almost always 0, sometimes circular." This binary radius decision is a deliberate brand-language choice — sharp rectangles read as engineered precision; circles read as functional controls. Nothing in between.
### Photography Geometry
Hero photography fills full-width with no rounding. Photo cards inside grids retain `{rounded.none}` corners, edge-to-edge images. Carbon-wheel detail shots and motorsport-pit photos use 16:9 or 21:9 cinema-aspect ratios. Driver portraits in racing-team grids use 4:5 portrait crops, also with sharp corners.
## Components
### Top Navigation
**`top-nav`** — Black nav bar pinned to the top of every page. 64px tall, `{colors.canvas}` background. Carries the BMW M logo at left (M tricolor + BMW roundel + "M" wordmark), primary horizontal menu (Models, Topics, Magazine, Configurator, Fastlane), right-side cluster with language selector, search icon, account icon. Menu items render in `{typography.nav-link}` with sentence-case labels.
### Buttons
**`button-primary`** — The signature primary CTA. Background `{colors.canvas}` (or transparent over photography), text `{colors.on-dark}` (white), 1px white border outline, rounded `{rounded.none}` (0px), padding 16px × 32px, height 48px. Type `{typography.button}` — uppercase 14px / 700 / 1.5px tracking. The rectangular silhouette and uppercase letterspaced label IS the brand button.
**`button-primary-outline`** — Same shape as primary but with transparent background and white outline only. Used over photography where a filled button would clash with the image.
**`button-on-light`** — Used on rare light-surface contexts (configurator, account dialogs). Background `{colors.canvas}`, text `{colors.on-dark}` — black button with white text, inverted from the dark-canvas default.
**`button-icon`** — Circular icon buttons (carousel controls, share, favorite). 48 × 48px, background `{colors.surface-card}`, white icon centered, rounded `{rounded.full}`. The only non-rectangular button shape in the system.
**`carousel-arrow`** — Specific 48 × 48 circular arrow used in photo carousels. Same shape as `{component.button-icon}` with chevron glyph.
**`text-link`** — Inline uppercase letterspaced links ("VIEW ALL MODELS", "READ MORE"). `{typography.label-uppercase}`, white on dark, no underline. The chevron arrow → glyph appears next to most link labels.
### Cards & Containers
**`hero-photo-band`** — Full-width black band with full-bleed automotive photography filling most of the frame. The h1 uses `{typography.display-xl}` (80px / 700) and sits left-aligned over the photo, often with a small subtitle in `{typography.body-md}` below. Vertical padding `{spacing.xxl}` (64px). No card frame — the photo IS the band.
**`feature-photo-card`** — Used in 3-up grids for "MORE FROM BMW M MAGAZINE" and similar editorial sections. Background `{colors.surface-card}`, rounded `{rounded.none}`, internal padding `{spacing.lg}` (24px). Top half of the card is a 16:9 photo (full-bleed within the card); below the photo, a category tag in `{typography.label-uppercase}`, a `{typography.title-lg}` title, and a short body description.
**`model-card`** — Used in the "MORE NEW M MODELS" 3-up grid. Background `{colors.canvas}` (no card surface — just photo on black), rounded `{rounded.none}`. Top: 16:10 hero shot of the model. Below: model name in `{typography.display-md}` (40px / 700), short specs line in `{typography.body-sm}`, a `{component.text-link}` ("EXPLORE THIS MODEL").
**`magazine-article-card`** — A more text-forward card variant used on the magazine overview page. Background `{colors.canvas}` with hairline border, rounded `{rounded.none}`. Carries a small thumbnail at top, a category label in `{typography.label-uppercase}`, headline in `{typography.title-lg}`, and a body excerpt.
**`spec-cell`** — Technical specification cells used on model-detail pages (engine specs, weight, top speed, 0-100 time). Background `{colors.surface-soft}` (#0d0d0d), rounded `{rounded.none}`, padding `{spacing.lg}` (24px). Each cell holds a value in `{typography.display-sm}` (32px / 700) at top and a label in `{typography.label-uppercase}` below.
**`motorsport-photo-card`** — Edge-to-edge photo cards used in the racing-team / motorsport sections. No card surface — just a full-bleed photograph with a small overlay caption in white text at the bottom-left. The photography IS the brand here.
**`chatbot-launcher`** — A right-side card-style entry point ("BMW M CHATBOT") on the homepage. Background `{colors.surface-card}`, rounded `{rounded.none}`, padding `{spacing.lg}` (24px). Carries an h3 title, a short prompt, and a `{component.button-primary}` to launch.
**`category-tab`** + **`category-tab-active`** — The category selector tabs used on the magazine and topics pages (e.g., "ALL · MAGAZINE · MODELS · LIFESTYLE · MOTORSPORT"). Tabs render as text-only labels in `{typography.label-uppercase}`. Active state changes text color from `{colors.body}` to `{colors.on-dark}` and adds a 2px white underline below the label. No background fill, no rounded corners.
### Inputs & Forms
**`text-input`** — Standard text input on dark surfaces. Background `{colors.surface-card}`, text `{colors.on-dark}`, type `{typography.body-md}`, rounded `{rounded.none}` (0px), padding 12px × 16px, height 48px. 1px hairline border. Focus state thickens the border to white.
**`cookie-consent-card`** — A right-side cookie-banner card visible on the homepage. Background `{colors.canvas}` with 1px hairline, rounded `{rounded.none}`, padding `{spacing.lg}` (24px). Body text in `{typography.body-sm}` (14px / 300) — Light weight even for legal text. Two buttons stacked at bottom: primary outline + text-link.
### Signature Components
**`m-stripe-divider`** — The 4px horizontal stripe carrying the M tricolor (`{colors.m-blue-light}``{colors.m-blue-dark}``{colors.m-red}`). Used as a divider on motorsport chrome, between brand-identity sections, and as a hover-state indicator on category tabs. The most distinctive non-typographic element in the system.
**`cta-band-photo`** — A pre-footer "Drive an M" CTA band carrying full-bleed photography of a car cornering on a track, with a centered headline in `{typography.display-md}` and a `{component.button-primary-outline}` below. Vertical padding 80px. The CTA inherits the editorial gravity of the rest of the page through full-bleed photography rather than chrome.
### Footer
**`footer`** — Black footer that closes every page. Background `{colors.canvas}`, text `{colors.body}`. 4-column link list at desktop covering BMW M Models / BMW M Lifestyle / Owners / Company. Vertical padding 64px. Bottom row carries the BMW corporate disclaimer in `{typography.caption}` and language selector. The footer never inverts — it stays black even when the body might transition.
## Do's and Don'ts
### Do
- Anchor every page with full-bleed automotive photography. The cars are the brand voltage; chrome backs off.
- Use UPPERCASE display headlines in `{typography.display-xl}` or `{typography.display-lg}`. Sentence-case display reads as off-brand.
- Pair heavy display (700) with light body (300). The weight contrast is the editorial signature.
- Reserve the M tricolor stripe for brand-identity moments — wordmark accents, motorsport chrome, model badges. Never as a button fill or surface.
- Use `{rounded.none}` (0px) by default. Reserve `{rounded.full}` for circular icon buttons only.
- Letter-space all-caps labels at 1.5px. The "machined" feel is non-negotiable.
- Use `{spacing.section}` (96px) between major editorial bands for grid-aligned vertical rhythm.
### Don't
- Don't introduce a brand color outside the M tricolor (`{colors.m-blue-light}` / `{colors.m-blue-dark}` / `{colors.m-red}`) and the heritage `{colors.bmw-blue}`.
- Don't bold body type. Body stays at 300 (Light) — bumping to 400 or 500 makes the page feel marketing-bombastic instead of European-engineered.
- Don't use rounded buttons. The rectangular silhouette IS the brand. Rounded corners read as consumer-tech, not motorsport.
- Don't put gradient backdrops behind hero type. The hero IS the photography — the page floor stays pure black, and the photo provides the depth.
- Don't repeat the same surface mode in two consecutive bands. Rhythm: photo band → spec table → photo band → magazine grid → photo band. Two text-only bands in a row read as a corporate site.
- Don't use the M stripe as a button fill. The stripe is a divider / accent — never an action surface.
- Don't bold uppercase tracking under 1.5px on button labels — the spacing is what makes them feel "machined."
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 768px | Hamburger nav; hero h1 scales 80→48px; demo grid 1-up; photo cards stack full-width; footer 4 cols → 1 |
| Tablet | 7681024px | Top nav stays horizontal but tightens; 2-up card grids; spec tables 2-up |
| Desktop | 10241440px | Full top-nav; 3-up card grids; spec tables 4-up |
| Wide | > 1440px | Same as desktop with more breathing room; max content 1440px |
### Touch Targets
- `{component.button-primary}` renders at 48 × 48px minimum — meets WCAG AAA.
- `{component.button-icon}` and `{component.carousel-arrow}` are exactly 48 × 48 — comfortably above the 44 × 44 minimum.
- `{component.text-input}` height is 48px.
- Category tabs render as text-only labels with 12px vertical padding; effective tap area meets 44px with surrounding spacing.
### Collapsing Strategy
- Top nav collapses to a hamburger sheet at < 768px; the menu opens as a full-screen black overlay with the M tricolor stripe at the top.
- Photography stays full-bleed at every breakpoint — never collapses to a margin'd container.
- Card grids reduce columns rather than scaling cards down; photography retains its native aspect ratio.
- Spec tables collapse from 4-up to 2-up to 1-up; spec values stay at `{typography.display-sm}` regardless of column count.
- The M-stripe divider stays at 4px height across all breakpoints.
### Image Behavior
- Hero photography crops responsively — wider crops at desktop, vertical crops on mobile.
- Lifestyle and motorsport photos retain native aspect ratios; the system never letterboxes or pillarboxes.
- The M wordmark + tricolor logo scales proportionally with viewport width.
## Iteration Guide
1. Focus on ONE component at a time. Reference its YAML key (`{component.hero-photo-band}`, `{component.spec-cell}`).
2. New components default to `{rounded.none}` (0px). Only use `{rounded.full}` if it's a circular icon button.
3. Variants (`-active`, `-disabled`) live as separate entries in `components:`.
4. Use `{token.refs}` everywhere — never inline hex.
5. Never document hover states. Default and Active/Pressed only.
6. Display headlines stay UPPERCASE 700; body stays sentence-case 300. Never blur the contrast.
7. The M tricolor is brand-identity-only — never extend it to system tokens for "primary action."
8. When in doubt about emphasis: bigger photography before bigger type.
## Known Gaps
- The dembrandt frequency analyzer captured the white text (count 955) as the highest-frequency token. The black canvas was inferred from screenshot — dembrandt's body-background sampling didn't surface it as a top palette entry, but the page is unambiguously black-on-white-text.
- The exact M tricolor stops are documented from public BMW brand guidelines; the screenshots show the stripe as a small element but pixel-sampling at this resolution doesn't reliably distinguish #0066b1 from #1c69d4. Treat the documented stops as canonical based on BMW Design Works' published brand spec.
- BMW Type Next Latin weight axis values beyond Light (300) and regular (700) are not documented — only the static weights observed in screenshots.
- Animation and transition timings (photo carousel transitions, hover-reveal effects, configurator interactions) are not in scope.
- Form validation states beyond `{component.text-input}` defaults are not extracted — error / success input variants would need a configurator or order flow to confirm.
- The configurator surface (vehicle build pages with color / wheel / interior pickers) was not in the analyzed URL set; its swatch grid, comparison panels, and price-summary card are not documented here.
- The cookie consent overlay obscured part of the homepage hero in the captured screenshot; secondary hero treatments (different car models cycling through the hero band) may carry variations not captured.
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# Bmw-m Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/bmw-m/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: BMW-design-analysis
description: BMW's corporate site — distinct from BMW M's motorsport-bombastic variant, this is a measured and settled corporate-automotive interface. On a light (cream-tinted white) canvas, BMW corporate blue (#1c69d4) carries every primary CTA; dark navy hero bands frame model photography. BMW Type Next Latin sets the entire hierarchy on two weights — heavy 700 display and Light 300 body. Configuration and reservation flows ride a card-based 4-up grid, where each card holds a model render, a name, and a "Learn More" link.
colors:
primary: "#1c69d4"
primary-active: "#0653b6"
primary-disabled: "#d6d6d6"
ink: "#262626"
body: "#3c3c3c"
body-strong: "#1a1a1a"
muted: "#6b6b6b"
muted-soft: "#9a9a9a"
hairline: "#e6e6e6"
hairline-strong: "#cccccc"
canvas: "#ffffff"
surface-soft: "#f7f7f7"
surface-card: "#fafafa"
surface-strong: "#ebebeb"
surface-dark: "#1a2129"
surface-dark-elevated: "#262e38"
on-primary: "#ffffff"
on-dark: "#ffffff"
on-dark-soft: "#bbbbbb"
m-blue-light: "#0066b1"
m-blue-dark: "#1c69d4"
m-red: "#e22718"
success: "#22c55e"
warning: "#f59e0b"
error: "#dc2626"
typography:
display-xl:
fontFamily: "'BMW Type Next Latin', system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, sans-serif"
fontSize: 64px
fontWeight: 700
lineHeight: 1.05
letterSpacing: 0
display-lg:
fontFamily: "'BMW Type Next Latin', sans-serif"
fontSize: 48px
fontWeight: 700
lineHeight: 1.1
letterSpacing: 0
display-md:
fontFamily: "'BMW Type Next Latin', sans-serif"
fontSize: 32px
fontWeight: 700
lineHeight: 1.15
letterSpacing: 0
display-sm:
fontFamily: "'BMW Type Next Latin', sans-serif"
fontSize: 24px
fontWeight: 700
lineHeight: 1.25
letterSpacing: 0
title-lg:
fontFamily: "'BMW Type Next Latin', sans-serif"
fontSize: 20px
fontWeight: 700
lineHeight: 1.3
letterSpacing: 0
title-md:
fontFamily: "'BMW Type Next Latin', sans-serif"
fontSize: 18px
fontWeight: 700
lineHeight: 1.4
letterSpacing: 0
title-sm:
fontFamily: "'BMW Type Next Latin', sans-serif"
fontSize: 16px
fontWeight: 700
lineHeight: 1.4
letterSpacing: 0
body-md:
fontFamily: "'BMW Type Next Latin', sans-serif"
fontSize: 16px
fontWeight: 300
lineHeight: 1.55
letterSpacing: 0
body-sm:
fontFamily: "'BMW Type Next Latin', sans-serif"
fontSize: 14px
fontWeight: 300
lineHeight: 1.55
letterSpacing: 0
caption:
fontFamily: "'BMW Type Next Latin', sans-serif"
fontSize: 12px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0.5px
label-uppercase:
fontFamily: "'BMW Type Next Latin', sans-serif"
fontSize: 13px
fontWeight: 700
lineHeight: 1.3
letterSpacing: 1.5px
textTransform: uppercase
button:
fontFamily: "'BMW Type Next Latin', sans-serif"
fontSize: 14px
fontWeight: 700
lineHeight: 1.0
letterSpacing: 0.5px
nav-link:
fontFamily: "'BMW Type Next Latin', sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0.3px
rounded:
none: 0px
xs: 2px
sm: 4px
md: 8px
lg: 12px
pill: 9999px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 24px
xl: 32px
xxl: 48px
section: 80px
components:
top-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.nav-link}"
height: 64px
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 14px 32px
height: 48px
button-primary-active:
backgroundColor: "{colors.primary-active}"
textColor: "{colors.on-primary}"
rounded: "{rounded.none}"
button-primary-disabled:
backgroundColor: "{colors.primary-disabled}"
textColor: "{colors.muted}"
rounded: "{rounded.none}"
button-secondary:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 13px 31px
height: 48px
button-secondary-on-dark:
backgroundColor: transparent
textColor: "{colors.on-dark}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 13px 31px
button-text-link:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.label-uppercase}"
text-link:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.body-md}"
hero-band-dark:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.display-xl}"
padding: 80px
hero-photo-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-lg}"
padding: 80px
model-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.none}"
padding: 24px
model-card-photo:
backgroundColor: "{colors.surface-card}"
rounded: "{rounded.none}"
feature-photo-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.none}"
padding: 24px
spec-cell:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.display-sm}"
rounded: "{rounded.none}"
padding: 24px
inventory-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.title-sm}"
rounded: "{rounded.none}"
padding: 16px
filter-chip:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.caption}"
rounded: "{rounded.none}"
padding: 8px 14px
filter-chip-active:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-dark}"
rounded: "{rounded.none}"
configurator-option-tile:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.none}"
padding: 16px 24px
configurator-option-tile-selected:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.none}"
padding: 15px 23px
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.none}"
padding: 14px 16px
height: 48px
cookie-consent-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.body-sm}"
rounded: "{rounded.none}"
padding: 24px
category-tab:
backgroundColor: transparent
textColor: "{colors.muted}"
typography: "{typography.label-uppercase}"
rounded: "{rounded.none}"
category-tab-active:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.label-uppercase}"
rounded: "{rounded.none}"
m-stripe-divider:
backgroundColor: transparent
rounded: "{rounded.none}"
cta-band-photo:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.display-md}"
padding: 80px
footer:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.body}"
typography: "{typography.body-sm}"
padding: 64px
---
## Overview
BMW's corporate site carries a far more **measured, corporate-automotive** interface than its motorsport-bombastic cousin BMW M. The atmosphere is light: `{colors.canvas}` (#ffffff) is the base surface, `{colors.surface-card}` (#fafafa) carries the soft-grey card plates, and dark navy `{colors.surface-dark}` (#1a2129) appears only inside hero bands — one per page, framing the lead model render.
Type runs BMW's licensed **BMW Type Next Latin** at two weights: heavy 700 (display + button + nav) and Light 300 (body + secondary copy). That contrast — heavy display next to thin paragraph — is the editorial signature, channeling the brand's "European-engineered" voice. Weight 500 is deliberately absent; weight 400 only appears on caption and nav-link in neutral utility contexts.
The brand action color, **BMW corporate blue** (`{colors.primary}`#1c69d4), works alone across every primary CTA — buttons are **rectangular, 0px corner**, with white type. The site rotates a blue-button + dark-navy-hero combination across page rhythm. The M tricolor stripe (`{colors.m-blue-light}``{colors.m-blue-dark}``{colors.m-red}`) only appears in motorsport contexts and as M-model badges/dividers — never in the corporate site's main language.
The configuration and reservation flows add a dealer-side inventory UI on top of the same system — filter chips, model cards, price tables — but typography and color stay identical; only density goes up.
**Key Characteristics:**
- Light `{colors.canvas}` is the base surface; dark navy `{colors.surface-dark}` appears only inside hero bands — page rhythm relies on contrast.
- BMW corporate blue (`{colors.primary}`#1c69d4) acts as the single primary action color.
- BMW Type Next Latin: weight 700 display against weight 300 body is the signature.
- Buttons are **rectangular, 0px radius** — corporate dialect, distinct from M's sportier radii.
- Model cards run as 4-up or 5-up grids with no hairline border or only minimal border — just white plate + photo + title.
- Photography (model renders) sits in environment, no shadow — depth comes entirely from color-block contrast.
- M tricolor stripe appears only in M-model contexts — not part of the corporate language.
- Section rhythm holds at `{spacing.section}` (80px) for every major band.
## Colors
### Brand & Accent
- **BMW Blue (Primary)** (`{colors.primary}`#1c69d4): The single brand action color. All primary CTAs, "Learn More" link prefixes (blue text), nav-link active state. Press shifts to `{colors.primary-active}` (#0653b6).
- **M Blue Light** (`{colors.m-blue-light}`#0066b1) + **M Blue Dark** (`{colors.m-blue-dark}`#1c69d4) + **M Red** (`{colors.m-red}`#e22718): The M tricolor stripe — appears on the corporate site only on M-model pages and the "M" badge. Never as CTA colors.
### Surface
- **Canvas** (`{colors.canvas}`#ffffff): The default page surface.
- **Surface Soft** (`{colors.surface-soft}`#f7f7f7): Soft grey for the footer and sub-navigation bands.
- **Surface Card** (`{colors.surface-card}`#fafafa): The light plate behind a model card's photo block.
- **Surface Strong** (`{colors.surface-strong}`#ebebeb): A slightly heavier grey used as a section divider.
- **Surface Dark** (`{colors.surface-dark}`#1a2129): Dark navy for hero bands and large dark CTAs. Not pure black — carries a warm undertone.
- **Surface Dark Elevated** (`{colors.surface-dark-elevated}`#262e38): One step lighter, used for nested cards on top of the dark hero.
### Hairlines
- **Hairline** (`{colors.hairline}`#e6e6e6): The 1px divider — input outline, configurator card outline, table separator.
- **Hairline Strong** (`{colors.hairline-strong}`#cccccc): A more visible 1px outline — disabled secondary buttons, emphasized table border.
### Text
- **Ink** (`{colors.ink}`#262626): All display and primary text. Not pure black — soft against photography.
- **Body** (`{colors.body}`#3c3c3c): Default running text.
- **Body Strong** (`{colors.body-strong}`#1a1a1a): Emphasized paragraphs and lead text.
- **Muted** (`{colors.muted}`#6b6b6b): Footer links, breadcrumbs, captions.
- **Muted Soft** (`{colors.muted-soft}`#9a9a9a): Disabled text, fine-print legal.
- **On Primary** (`{colors.on-primary}`#ffffff): White text on a blue button.
- **On Dark** (`{colors.on-dark}`#ffffff): White text on a dark hero band.
- **On Dark Soft** (`{colors.on-dark-soft}`#bbbbbb): A slightly muted white for secondary text on dark bands.
### Semantic
- **Success** (`{colors.success}`#22c55e): Confirmation messages and "available" indicators.
- **Warning** (`{colors.warning}`#f59e0b): Warning callouts.
- **Error** (`{colors.error}`#dc2626): Validation errors.
## Typography
### Font Family
The system runs **BMW Type Next Latin** in two cuts: regular (display + UI labels) and **BMW Type Next Latin Light** (body + secondary copy). Fallback stack: `system-ui, -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, sans-serif`.
The display/body split is functional:
- BMW Type Next Latin (700) → display headlines, button labels, nav links
- BMW Type Next Latin Light (300) → paragraphs, descriptive copy
- BMW Type Next Latin (400) → caption, neutral nav-link contexts
This three-way split mirrors BMW M's — corporate and the M sub-brand share the same typographic DNA; only the weight/size ratios differ.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 64px | 700 | 1.05 | 0 | Hero h1 ("iX3", model name) |
| `{typography.display-lg}` | 48px | 700 | 1.1 | 0 | Section heads |
| `{typography.display-md}` | 32px | 700 | 1.15 | 0 | Sub-section heads |
| `{typography.display-sm}` | 24px | 700 | 1.25 | 0 | CTA-band headlines |
| `{typography.title-lg}` | 20px | 700 | 1.3 | 0 | Card group titles |
| `{typography.title-md}` | 18px | 700 | 1.4 | 0 | Model card title, intro paragraphs |
| `{typography.title-sm}` | 16px | 700 | 1.4 | 0 | Inventory card title, list label |
| `{typography.body-md}` | 16px | 300 (Light) | 1.55 | 0 | Default body — BMW Type Next Latin Light |
| `{typography.body-sm}` | 14px | 300 (Light) | 1.55 | 0 | Footer body, fine-print |
| `{typography.caption}` | 12px | 400 | 1.4 | 0.5px | Photo captions, meta |
| `{typography.label-uppercase}` | 13px | 700 | 1.3 | 1.5px | "LEARN MORE" inline links, category tabs |
| `{typography.button}` | 14px | 700 | 1.0 | 0.5px | Standard CTA button label |
| `{typography.nav-link}` | 14px | 400 | 1.4 | 0.3px | Top-nav menu items |
### Principles
- The **700/300 contrast** is the editorial signature. Weight 500 is absent from the system.
- **No negative letter-spacing** — BMW Type Next Latin works on a wide body, so tracking stays at default. Apple/Cal.com-style tightening reads off-brand here.
- **UPPERCASE inline links** — "LEARN MORE"-style CTAs run uppercase with 1.5px tracking. The "machined precision" voice.
- **Weight 400 lives in a narrow lane** — only caption and nav-link, both neutral utility roles.
### Note on Font Substitutes
BMW Type Next Latin is a licensed BMW typeface. Open-source alternatives:
- **Inter** (variable) — close match at weight 700/300. Leave letter-spacing at 0.0em.
- **Saira Condensed** — for a slightly more compressed BMW Type feel.
## Layout
### Spacing System
- **Base unit:** 8px.
- **Tokens:** `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 16px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 80px.
- **Section padding:** `{spacing.section}` (80px) for every major editorial band.
- **Card internal padding:** `{spacing.lg}` (24px) for model and feature cards.
### Grid & Container
- **Max content width:** ~1440px center-aligned.
- **Editorial body:** A single 12-column grid.
- **Model card grids:** 4-up or 5-up at desktop, 2-up at tablet, 1-up on mobile.
- **Configurator inventory grids:** 3-up filter row + 4-up vehicle cards, dense layout.
### Whitespace Philosophy
BMW's whitespace strategy is tighter than BMW M's motorsport-aerated grenadier — the corporate side is more utility-driven. Section rhythm is 80px (not M's 96px). Card padding is 24px (not M's 32px). The page is denser, more dealership-functional.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| Flat | No shadow, no border | Body, top nav, footer, hero bands |
| Soft hairline | 1px `{colors.hairline}` border | Configurator option tile, table divider |
| Card surface | `{colors.surface-card}` background — no shadow | Model card photo plate |
| Photographic | Edge-to-edge photography | Hero band, model renders |
The system never uses a drop shadow. Depth comes entirely from (a) color-block contrast (light canvas vs dark hero) and (b) photographic subject + lighting.
### Decorative Depth
- **`m-stripe-divider`** — a 4px-tall horizontal tricolor stripe (`{colors.m-blue-light}``{colors.m-blue-dark}``{colors.m-red}`). Only in M-model contexts, motorsport badges, or as an M-related section divider. Not part of the main corporate flow.
- **Photographic depth** — full-bleed vehicle photography (lighting + subject) does the work chrome would otherwise do.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Every button, card, input, configurator chip — the dominant radius |
| `{rounded.xs}` | 2px | Very small badges, very rare |
| `{rounded.sm}` | 4px | Small inline button (rare) |
| `{rounded.md}` | 8px | Mobile-only collapse cards (rare) |
| `{rounded.lg}` | 12px | Very rare — modal/dialog corners |
| `{rounded.pill}` | 9999px | Filter chips in some contexts (rare) |
| `{rounded.full}` | 9999px / 50% | Avatar, circular icon button |
The radius hierarchy is binary: **rectangular for everything, circular only for icon buttons.** A clear departure from the soft-cornered SaaS dialect of Apple or Cal.com — closer to BMW corporate-automotive's "engineered precision" voice.
### Photography Geometry
- Hero photography is full-bleed at 16:9 or 21:9 cinematic ratio.
- Model card photos sit at 16:10, edge-to-edge with `{rounded.none}` corners.
- Configurator vehicle renders sit on a white studio background, full silhouette visible.
## Components
### Top Navigation
**`top-nav`** — A white sticky nav bar pinned to the top of the page. 64px tall, `{colors.canvas}` background. Left: BMW circular badge logo; center: primary horizontal menu (Models, Next Generation, Pre-Owned, Dealers, Test Drive); right: cart icon, language picker, profile. Menu items render in `{typography.nav-link}` (14px / 400 / 0.3px tracking).
### Buttons
**`button-primary`** — The signature primary CTA. Background `{colors.primary}` (BMW Blue #1c69d4), text `{colors.on-primary}`, type `{typography.button}` (BMW Type Next Latin 14px / 700 / 0.5px tracking), padding 14px × 32px, height 48px, rounded `{rounded.none}` (0px — rectangular). Press state: `button-primary-active` shifts to `{colors.primary-active}`.
**`button-secondary`** — A white button with a hairline outline. Background `{colors.canvas}`, text `{colors.ink}`, 1px `{colors.hairline-strong}` border, same padding + height + radius.
**`button-secondary-on-dark`** — Used over a dark hero band. Background transparent, text `{colors.on-dark}`, 1px `{colors.on-dark}` border, same rectangular shape.
**`button-text-link`** — An inline UPPERCASE letter-spaced link. No background, text `{colors.ink}`, type `{typography.label-uppercase}` (13px / 700 / 1.5px tracking). Reads as "LEARN MORE", terminated by a `` chevron.
**`text-link`** — An inline link inside body copy. `{colors.ink}` text, no underline by default; underlines per context.
### Cards & Containers
**`hero-band-dark`** — Full-width dark navy hero. Background `{colors.surface-dark}`, text `{colors.on-dark}`, vertical padding `{spacing.section}` (80px). Centered: model name in `{typography.display-xl}` (64px / 700) + sub-headline + vehicle render (right-aligned or below). A single `{component.button-primary}` (blue) or `{component.button-secondary-on-dark}`.
**`hero-photo-band`** — A light-canvas model showcase band. Background `{colors.canvas}`, text `{colors.ink}`. The vehicle render takes the wide area; right or below, a headline + two link CTAs + sub-tagline.
**`model-card`** — Used in 4-up or 5-up model card grids on the homepage ("BMW iX3", "BMW iX", "BMW 5 Series"). Background `{colors.canvas}`, rounded `{rounded.none}`, padding `{spacing.lg}` (24px). Contents: model render at the top (`{component.model-card-photo}` on `{colors.surface-card}`), model name in `{typography.title-md}` (18px / 700) below, a one-line tagline in `{typography.body-sm}` (14px / 300), and a `{component.button-text-link}` ("LEARN MORE ").
**`model-card-photo`** — The card's photo plate. Background `{colors.surface-card}` (#fafafa — soft grey), rounded `{rounded.none}`, vehicle render in full silhouette. Zero padding — the photo runs edge-to-edge.
**`feature-photo-card`** — A feature/lifestyle card. Background `{colors.canvas}`, padding `{spacing.lg}`. 16:9 photo at the top, `{typography.title-md}` headline + body excerpt below.
**`spec-cell`** — A technical spec cell (model detail page). Transparent background, separated by hairline dividers. Value on top (`{typography.display-sm}` 24px / 700), label below (`{typography.label-uppercase}`).
### Inventory & Configurator
**`inventory-card`** — One card per vehicle on the dealer inventory page. Background `{colors.canvas}`, padding `{spacing.md}` (16px), rounded `{rounded.none}`. Vehicle photo on top, model + variant name + price + "View" link below.
**`filter-chip`** + **`filter-chip-active`** — Inventory filter chips (model, year, price range). Inactive: background `{colors.canvas}`, 1px `{colors.hairline-strong}` border, text `{colors.ink}`, type `{typography.caption}`. Active: background `{colors.ink}`, text `{colors.on-dark}`. Padding 8px × 14px, radius `{rounded.none}`.
**`configurator-option-tile`** + **`configurator-option-tile-selected`** — Configurator selection cell (color, wheels, upholstery). Inactive: background `{colors.canvas}`, 1px hairline. Selected: 2px `{colors.primary}` border. Padding 16px × 24px, radius `{rounded.none}`.
### Inputs & Forms
**`text-input`** — Standard text input. Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body-md}`, rounded `{rounded.none}` (0px), padding 14px × 16px, height 48px, 1px hairline border. On focus, the border thickens to ink.
**`cookie-consent-card`** — Cookie banner. Background `{colors.canvas}`, 1px hairline, padding `{spacing.lg}` (24px), `{typography.body-sm}` (14px / 300 — Light even in legal copy).
### Tabs / Tags
**`category-tab`** + **`category-tab-active`** — Category sub-nav. Inactive: transparent + `{colors.muted}` UPPERCASE label. Active: transparent + `{colors.ink}` UPPERCASE label + 2px ink underline. 12px vertical padding, no horizontal radius.
### Brand Signature
**`m-stripe-divider`** — A 4px-tall horizontal tricolor stripe (`{colors.m-blue-light}``{colors.m-blue-dark}``{colors.m-red}`). Only in M-model contexts, motorsport badges, or as an M-related section divider. Absent from the corporate main flow; on M-model detail pages and the M Performance badge it plays an inline divider role.
### CTA / Footer
**`cta-band-photo`** — A pre-footer "Discover the New iX3"-style band. Background `{colors.surface-dark}` with a full-bleed vehicle photo. Centered headline in `{typography.display-md}` (32px / 700) + a single `{component.button-secondary-on-dark}`. 80px padding.
**`footer`** — The closing soft-grey footer. Background `{colors.surface-soft}` (#f7f7f7 — not pure white — soft grey), text `{colors.body}`. A 4-column link list: Models / Services / Dealers / About. Vertical padding 64px. Below, a copyright line in `{typography.body-sm}` with `{colors.muted}`.
## Do's and Don'ts
### Do
- Sit every page on `{colors.canvas}` (pure white); reserve `{colors.surface-dark}` for hero bands only.
- Pair primary CTAs with `{colors.primary}` (BMW Blue) + `{colors.on-primary}` white text + `{rounded.none}` 0px corners — the corporate signature.
- Set display headlines in BMW Type Next Latin 700 and body in Light 300. The contrast is non-negotiable.
- Use UPPERCASE letter-spaced links like "LEARN MORE" as inline CTAs.
- Place the model card photo on `{colors.surface-card}` with the title beneath — the standard BMW corporate pattern.
- Hold section rhythm at `{spacing.section}` (80px) — tighter than BMW M's 96px.
- Reserve the M tricolor stripe for M-model contexts and motorsport dividers.
### Don't
- Don't add a brand color other than blue — BMW Blue is the only primary action color.
- Don't use pill or rounded buttons — `{rounded.none}` (0px) rectangular IS the brand button.
- Don't drop display weight to 500 — the system uses 700 / 400 / 300; 500 is absent.
- Don't bold body type — Light 300 is the BMW corporate editorial voice.
- Don't add drop shadows to cards — depth comes from photo + color-block contrast.
- Don't repeat the same surface mode across two consecutive bands — light → dark hero → light → light feature → dark CTA → light footer rotation is required.
- Don't use the M tricolor stripe as a CTA fill — divider/accent role only.
- Don't mix languages in a single page — UI language must stay consistent.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 768px | Hamburger nav; hero h1 64→40px; model card grid 1-up; configurator filter chips 2-up; footer 4 col → 1 col |
| Tablet | 7681024px | Top nav narrows, secondary menu hides under "More"; model card 2-up; inventory 2-up |
| Desktop | 10241440px | Full top-nav; 4-up or 5-up model card grid; inventory 3-up; full configurator UI |
| Wide | > 1440px | Same as desktop, content fixed at 1440px; gutters absorb the rest |
### Touch Targets
- `{component.button-primary}` minimum 48 × 48px — above WCAG AAA (44 × 44).
- `{component.text-input}` height 48px.
- Category tabs run with 12px vertical padding, giving an effective tap area > 44px.
### Collapsing Strategy
- The top nav collapses to a hamburger below 768px; the menu opens as a full-screen sheet.
- The hero band's internal layout drops to a single column.
- Model card grid 4-up/5-up → 2-up → 1-up.
- The configurator filter chip row scrolls horizontally on mobile.
- The M tricolor stripe stays at 4px height across every breakpoint.
### Image Behavior
- Model renders scale at every breakpoint while preserving native aspect ratios.
- Hero photography may shift to a more vertical crop on mobile (art direction).
- Inventory vehicle photos may move from 16:9 to 4:3 on mobile.
## Iteration Guide
1. Focus on a single component. Reference its YAML key directly (`{component.model-card}`, `{component.button-primary}`).
2. New components default to `{rounded.none}` (0px). Use `{rounded.full}` only for circular icon buttons.
3. Variants (`-active`, `-disabled`, `-selected`) live as separate entries inside the `components:` block.
4. `{token.refs}` everywhere — never inline hex.
5. Hover state is never documented. Only Default and Active/Pressed states.
6. Display headlines stay BMW Type Next Latin 700; body stays Light 300; the trio is fixed.
7. Keep UI strings in a single language — match the locale of the page.
## Known Gaps
- BMW Type Next Latin is licensed to BMW and not published as a public web font; Inter at weights 700/300 is documented as the substitute.
- Animation and transition timings (configurator color swap, model card hover-reveal) are out of scope here.
- Form validation states beyond `{component.text-input}` focus were not extracted — error/success states would need a dedicated form page.
- The dealer inventory sub-domain shares typography and color with the main corporate site; only UI density rises (filters, tables, prices).
- A cookie consent overlay can occlude part of the hero — the lead hero band content may not be fully captured.
- The M tricolor stripe appears infrequently on this corporate site; full motorsport context lives on the BMW M site.
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# Bmw Inspired Design System
# Bmw Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/bmw/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Bugatti-design-analysis
description: An austere luxury-automotive interface that uses near-pure black canvas, white uppercase letterspaced display, and full-bleed automotive photography as the only voltage. The system runs three custom Bugatti typefaces — Bugatti Display, Bugatti Text Regular, and Bugatti Monospace — and combines them at modest weights with wide tracking to feel European-engineered, hyper-minimal, and quietly expensive. There is no accent color, no decorative element, no chrome — only photography, typography, and the brand wordmark.
colors:
primary: "#ffffff"
ink: "#ffffff"
body: "#cccccc"
body-strong: "#e6e6e6"
muted: "#999999"
muted-soft: "#666666"
hairline: "#262626"
hairline-strong: "#3a3a3a"
canvas: "#000000"
surface-soft: "#0d0d0d"
surface-card: "#141414"
surface-elevated: "#1f1f1f"
on-primary: "#000000"
on-dark: "#ffffff"
on-photo: "#ffffff"
link: "#c3d9f3"
warning: "#d4a017"
success: "#5fa657"
typography:
display-xl:
fontFamily: "Bugatti Display, sans-serif"
fontSize: 64px
fontWeight: 400
lineHeight: 1.1
letterSpacing: 4px
display-lg:
fontFamily: "Bugatti Display, sans-serif"
fontSize: 48px
fontWeight: 400
lineHeight: 1.15
letterSpacing: 3px
display-md:
fontFamily: "Bugatti Display, sans-serif"
fontSize: 32px
fontWeight: 400
lineHeight: 1.2
letterSpacing: 2px
display-sm:
fontFamily: "Bugatti Display, sans-serif"
fontSize: 24px
fontWeight: 400
lineHeight: 1.3
letterSpacing: 1.5px
wordmark:
fontFamily: "Bugatti Display, serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1
letterSpacing: 6px
title-md:
fontFamily: "Bugatti Display, sans-serif"
fontSize: 20px
fontWeight: 400
lineHeight: 1.3
letterSpacing: 1px
title-sm:
fontFamily: "Bugatti Display, sans-serif"
fontSize: 16px
fontWeight: 400
lineHeight: 1.3
letterSpacing: 1.5px
caption-uppercase:
fontFamily: "Bugatti Monospace, ui-monospace, monospace"
fontSize: 11px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 2px
body-md:
fontFamily: "Bugatti Text Regular, serif"
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
body-sm:
fontFamily: "Bugatti Text Regular, serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
button:
fontFamily: "Bugatti Monospace, ui-monospace, monospace"
fontSize: 14px
fontWeight: 400
lineHeight: 1
letterSpacing: 2.5px
nav-link:
fontFamily: "Bugatti Monospace, ui-monospace, monospace"
fontSize: 12px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 2px
rounded:
none: 0px
pill: 9999px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 24px
xl: 40px
xxl: 64px
section: 120px
components:
button-primary:
backgroundColor: transparent
textColor: "{colors.on-dark}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 14px 32px
height: 44px
button-icon:
backgroundColor: transparent
textColor: "{colors.on-dark}"
rounded: "{rounded.full}"
size: 40px
text-link:
backgroundColor: transparent
textColor: "{colors.link}"
typography: "{typography.button}"
top-nav:
backgroundColor: transparent
textColor: "{colors.on-dark}"
typography: "{typography.nav-link}"
height: 56px
wordmark-display:
backgroundColor: transparent
textColor: "{colors.on-dark}"
typography: "{typography.wordmark}"
hero-photo-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.on-dark}"
typography: "{typography.display-xl}"
padding: 96px
caption-overlay:
backgroundColor: transparent
textColor: "{colors.on-dark}"
typography: "{typography.caption-uppercase}"
career-callout-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
typography: "{typography.body-sm}"
rounded: "{rounded.none}"
padding: 16px
width: 320px
model-photo-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.on-dark}"
typography: "{typography.display-md}"
rounded: "{rounded.none}"
newsroom-article-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.on-dark}"
typography: "{typography.title-md}"
rounded: "{rounded.none}"
padding: 24px
career-listing-row:
backgroundColor: transparent
textColor: "{colors.on-dark}"
typography: "{typography.title-md}"
padding: 24px 0
text-input:
backgroundColor: transparent
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.none}"
padding: 12px 0
height: 44px
spec-cell:
backgroundColor: transparent
textColor: "{colors.on-dark}"
typography: "{typography.title-md}"
padding: 24px 0
date-pill:
backgroundColor: transparent
textColor: "{colors.muted}"
typography: "{typography.caption-uppercase}"
category-tag:
backgroundColor: transparent
textColor: "{colors.muted}"
typography: "{typography.caption-uppercase}"
cta-band-photo:
backgroundColor: "{colors.canvas}"
textColor: "{colors.on-dark}"
typography: "{typography.display-md}"
padding: 80px
footer:
backgroundColor: "{colors.canvas}"
textColor: "{colors.muted}"
typography: "{typography.body-sm}"
padding: 64px
---
## Overview
Bugatti's marketing surface is the most austere interface in luxury automotive: a near-pure black canvas (`{colors.canvas}`#000000) holding white uppercase **letterspaced** display type and full-bleed automotive photography. The system has no accent color, no surface card decoration, no shadows, no gradients, no chrome — only **photography, typography, and the brand wordmark**. Every other luxury auto site in this category (BMW M, Aston Martin, Lamborghini) uses some form of accent color or signature element; Bugatti uses nothing. The empty space, the photograph, and the precisely-tracked Bugatti Display headline ARE the brand.
The system runs **three custom Bugatti typefaces**: **Bugatti Display** (display headlines, the "BUGATTI" wordmark, all caps with wide tracking), **Bugatti Text Regular** (body paragraphs, a serif text face), and **Bugatti Monospace** (button labels, navigation, captions, dates — anywhere precision and machined feel matters). The split is deliberate and unbreakable: never use Bugatti Text in a button, never use Bugatti Monospace in a paragraph.
Display sizes use weight 400 (regular) — never bold. Visual emphasis comes from **size and tracking**, not weight. Letter-spacing on the wordmark is 6px; on display headlines 2-4px; on uppercase labels 2-2.5px. Tight tracking is a brand violation. The wide spacing creates the "engineered precision" feel that no other luxury maker matches.
**Key Characteristics:**
- Pure black canvas (`{colors.canvas}`#000000) with white type. The system does not have a light mode.
- Three custom Bugatti typefaces: **Display** (uppercase headlines + wordmark), **Text Regular** (body serif), **Monospace** (buttons, captions, nav).
- All display headlines are UPPERCASE with wide letter-spacing (2-4px). Body copy stays sentence-case at standard tracking.
- No accent color. The only non-monochrome color anywhere on the site is `{colors.link}` (#c3d9f3) — a desaturated ice-blue used on inline anchor links, and even that appears rarely.
- Buttons are pill-shaped (`{rounded.pill}`) with **transparent background** and a 1px white outline. Bugatti is the only luxury-auto brand whose primary CTA is fully transparent.
- Photography is the only depth element. No drop shadows. No gradients. No card surfaces. Surface cards are `{colors.surface-card}` (#141414) at most — a barely-different-from-black tone.
- Section rhythm is generous — `{spacing.section}` (120px) between major bands, longer than most marketing sites because Bugatti's pages are mostly photography with minimal text density.
## Colors
### Brand & Accent
- **Primary** (`{colors.primary}`#ffffff): The single brand color. White type and white CTA outlines on the black canvas.
- **Link** (`{colors.link}`#c3d9f3): The only non-monochrome color in the system — a desaturated ice-blue used on inline anchor links and rarely on focus states. Bugatti's brand discipline is so tight that this single token is essentially the entire chromatic vocabulary outside black-and-white.
### Surface
- **Canvas** (`{colors.canvas}`#000000): The default page floor across every surface. Pure black.
- **Surface Soft** (`{colors.surface-soft}`#0d0d0d): A barely-different-from-black tone used for spec table rows and dense data sections.
- **Surface Card** (`{colors.surface-card}`#141414): Cards (career callout, newsroom article container, occasional content cards). Even card surfaces stay nearly-black — no contrast jump.
- **Surface Elevated** (`{colors.surface-elevated}`#1f1f1f): One step further from black, used for nested cards on rare dense pages.
- **Hairline** (`{colors.hairline}`#262626): The 1px divider tone. Visible but quiet. Used on table rows, between body sections, around card outlines.
- **Hairline Strong** (`{colors.hairline-strong}`#3a3a3a): A heavier divider used on the underside of input fields (input fields have no border — only an underline hairline).
### Text
- **Ink / On Dark** (`{colors.on-dark}`#ffffff): All headline and primary text on dark canvas.
- **Body** (`{colors.body}`#cccccc): Default running-text color (slightly cooler than pure white). Used in body paragraphs.
- **Body Strong** (`{colors.body-strong}`#e6e6e6): Emphasized body / lead paragraph.
- **Muted** (`{colors.muted}`#999999): Footer links, dates, captions, secondary metadata. Dembrandt's frequency analysis confirms this as palette-2 (count 6, medium confidence).
- **Muted Soft** (`{colors.muted-soft}`#666666): A second-tier muted for very-secondary text (legal disclaimer, copyright line).
### Semantic
- **Warning** (`{colors.warning}`#d4a017): Reserved for technical-warning callouts (specifications, recall notices). Almost never appears on marketing surfaces.
- **Success** (`{colors.success}`#5fa657): Order confirmation states (rare on marketing pages).
## Typography
### Font Family
The system runs **three custom Bugatti typefaces** as a rigid trinity:
1. **Bugatti Display** — All display headlines (h1, h2, h3), the "BUGATTI" wordmark, model name plates. Uppercase, wide-tracked. The default for any visual emphasis.
2. **Bugatti Text Regular** — A serif text face used exclusively for running body copy, lead paragraphs, model descriptions. Standard sentence-case, no letter-spacing.
3. **Bugatti Monospace** — Button labels, navigation, captions, dates, monospace-precision contexts. Always uppercase with 2-2.5px tracking.
The split is functional and absolute. Bugatti Display in a button breaks the "machined precision" voice; Bugatti Monospace in a paragraph breaks the "engineered elegance" voice; Bugatti Text in a button is unthinkable.
The fallback stack walks `-apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, sans-serif` for Bugatti Display, `Garamond, "Times New Roman", serif` for Bugatti Text Regular, and `ui-monospace, "SF Mono", "Cascadia Mono", monospace` for Bugatti Monospace.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 64px | 400 | 1.1 | 4px | Hero h1 ("THE BUGATTI F.K.P. HOMMAGE", "TOURBILLON") — Bugatti Display, uppercase, wide-tracked |
| `{typography.display-lg}` | 48px | 400 | 1.15 | 3px | Section heads — Bugatti Display, uppercase |
| `{typography.display-md}` | 32px | 400 | 1.2 | 2px | Sub-section heads, model names — Bugatti Display |
| `{typography.display-sm}` | 24px | 400 | 1.3 | 1.5px | Card titles — Bugatti Display |
| `{typography.wordmark}` | 14px | 400 | 1.0 | 6px | The "BUGATTI" brand wordmark in the top nav — Bugatti Display, the widest tracking in the system |
| `{typography.title-md}` | 20px | 400 | 1.3 | 1px | Career listing titles, intro paragraphs — Bugatti Display |
| `{typography.title-sm}` | 16px | 400 | 1.3 | 1.5px | Mid-tier headlines, callout cards |
| `{typography.caption-uppercase}` | 11px | 400 | 1.4 | 2px | Photo captions, metadata, "EXPLORE OUR OPPORTUNITIES" — Bugatti Monospace, uppercase |
| `{typography.body-md}` | 16px | 400 | 1.5 | 0 | Default body — Bugatti Text Regular (a serif face), sentence case, no tracking |
| `{typography.body-sm}` | 14px | 400 | 1.5 | 0 | Footer body, fine-print legal — Bugatti Text Regular |
| `{typography.button}` | 14px | 400 | 1.0 | 2.5px | All button labels — Bugatti Monospace, uppercase, 2.5px tracking |
| `{typography.nav-link}` | 12px | 400 | 1.4 | 2px | Top-nav menu items ("MENU", "STORE") — Bugatti Monospace |
### Principles
The system NEVER uses bold weight. Every Bugatti typeface is set at weight 400 (regular). Visual emphasis comes from:
1. **Size** — 64px hero vs 16px body is a 4× hierarchy
2. **Letter-spacing** — 6px wordmark vs 0px body
3. **Case** — Uppercase display vs sentence-case body
4. **Family contrast** — Display vs Text Regular vs Monospace
Going to weight 700 anywhere would break the "modest engineering" feel and make Bugatti read like a generic luxury template.
The serif Bugatti Text Regular sets the brand apart from the all-sans luxury crowd (BMW, Aston Martin, Lamborghini all use sans-serif body type). Bugatti's serif body voice signals literary, considered, slow-reading prose — which is the brand's editorial philosophy.
### Note on Font Substitutes
If Bugatti Display, Bugatti Text Regular, and Bugatti Monospace are unavailable, the closest open-source substitutes are:
- **Bugatti Display** → **Saira Condensed** (variable, weight 400) at +0.05em letter-spacing
- **Bugatti Text Regular** → **Cormorant Garamond** (regular) or **EB Garamond**
- **Bugatti Monospace** → **JetBrains Mono** or **IBM Plex Mono** (regular weight)
The substitution preserves the three-family split, which is more important than exact typeface match.
## Layout
### Spacing System
- **Base unit:** 4px.
- **Tokens:** `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 16px · `{spacing.lg}` 24px · `{spacing.xl}` 40px · `{spacing.xxl}` 64px · `{spacing.section}` 120px.
- **Section padding:** `{spacing.section}` (120px) — longer than most marketing sites because Bugatti's bands are mostly photography with minimal text. The empty space frames the cars.
- **Card internal padding:** `{spacing.lg}` (24px) for newsroom and content cards; `{spacing.md}` (16px) for the career callout card; `{spacing.xxl}` (64px) inside hero photo bands.
- **Gutters:** `{spacing.xl}` (40px) between cards in 2-up grids — wider than typical because Bugatti's grids are sparse.
### Grid & Container
- **Max content width:** ~1280px centered. Hero photo bands bleed full-width with no max.
- **Editorial body:** Single 12-column grid; photo bands are full-bleed.
- **Newsroom layout:** 2-up article grid at desktop, 1-up at tablet+mobile.
- **Career listings:** Single column with 80px row spacing.
### Whitespace Philosophy
Bugatti uses whitespace more aggressively than any luxury-auto competitor. The homepage hero is mostly photography + huge whitespace + a single sentence + a single button. The empty black space below the photograph is intentional — it lets the car breathe. Compressing the whitespace to "fit more content" breaks the brand's fundamental contract: that less is more.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| Flat | No shadow, no border | Body, top nav, footer, photo bands |
| Soft hairline | 1px `{colors.hairline}` border | Section dividers, table rows |
| Card surface | `{colors.surface-card}` background — no shadow | Career callout, newsroom article container |
| Photographic depth | Full-bleed photography with edge-to-edge crop | Hero bands, model showcases — depth via subject + lens, not chrome |
The system uses no shadows, no glassmorphism, no gradients. Depth comes entirely from photography (lighting, lens, subject framing) and from the contrast between black canvas and minimally-elevated `{colors.surface-card}`.
### Decorative Depth
- None. Bugatti is the only luxury-auto brand without a single decorative element. There is no stripe, no badge, no heritage emblem on the marketing site outside the wordmark itself.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | All cards, photo containers, inputs, spec cells — the dominant radius |
| `{rounded.pill}` | 9999px | All buttons (the only rounded element in the system) |
| `{rounded.full}` | 9999px / 50% | Circular icon buttons, avatar surfaces |
The radius hierarchy is binary: rectangular for everything except buttons, which are pills. No 4px, no 8px, no 12px in between — those would feel "designed" rather than "engineered."
### Photography Geometry
Hero photography fills full-width with no rounding. Photo cards inside grids retain `{rounded.none}` (0px) corners, edge-to-edge images. Model detail shots use 16:9 or wider cinema-aspect ratios. Newsroom thumbnails use 16:9 with 0px corners. There are no avatars or rounded photo crops anywhere on the marketing site.
## Components
### Top Navigation
**`top-nav`** — A 56px-tall transparent nav bar overlaid on the hero photo at the top of every page. No fill, no border. Carries "MENU" at left, the centered **wordmark-display** ("BUGATTI" in 14px Bugatti Display with 6px tracking), and "STORE" at right with a small bag icon. All labels in `{typography.nav-link}` (Bugatti Monospace, 12px, 2px tracking, uppercase).
**`wordmark-display`** — The "BUGATTI" wordmark itself. Bugatti Display at 14px, weight 400, 6px letter-spacing. The widest tracking in the system. Centered in the nav bar at every breakpoint.
### Buttons
**`button-primary`** — The signature primary CTA. Background **transparent**, text `{colors.on-dark}` (white), 1px white outline, rounded `{rounded.pill}` (9999px), padding 14px × 32px, height 44px. Type `{typography.button}` — Bugatti Monospace, uppercase, 14px, 2.5px tracking. The transparent fill is unique to Bugatti — every other luxury-auto brand uses a filled or outlined-with-text-shift button. Bugatti's transparent pill IS the button.
**`button-icon`** — Circular icon buttons (carousel arrows, share, language switcher). 40 × 40px, transparent background, white outline 1px, rounded `{rounded.full}`. Same outline-only treatment as the primary button.
**`text-link`** — Inline body links in `{colors.link}` (#c3d9f3, the only non-monochrome color in the system). Underlined by default. Type inherits `{typography.body-md}` (Bugatti Text Regular, serif).
### Cards & Containers
**`hero-photo-band`** — Full-width black band with full-bleed automotive photography. The h1 in `{typography.display-xl}` sits center-aligned over the photo near the top, often paired with a small Bugatti Monospace caption (`{typography.caption-uppercase}`) below the headline and a single `{component.button-primary}` further down. Vertical padding 96px-200px depending on photo height.
**`career-callout-card`** — A small right-aligned card that floats over the hero photo on the homepage with a recruiting prompt ("Are you ready for a new adventure?"). Background `{colors.surface-card}`, rounded `{rounded.none}` (0px), padding `{spacing.md}` (16px), width 320px. Carries a small thumbnail at top, body line, and a `{typography.caption-uppercase}` link ("EXPLORE OUR OPPORTUNITIES").
**`model-photo-card`** — Used in model showcases (Tourbillon page, model lineup grid). Background `{colors.canvas}` (no card surface — just photo on black), rounded `{rounded.none}`. Top: 16:9 or 21:9 hero shot of the model. Below: model name in `{typography.display-md}` (32px Bugatti Display, 2px tracking), short specs line in `{typography.caption-uppercase}` (11px Bugatti Monospace), a `{component.text-link}` ("DISCOVER").
**`newsroom-article-card`** — Used on the newsroom page (newsroom.bugatti.com). Background `{colors.canvas}` with hairline border, rounded `{rounded.none}`, padding `{spacing.lg}` (24px). Carries a 16:9 thumbnail, a `{component.date-pill}` ("12. NOVEMBER 2025"), a `{typography.title-md}` headline, and a body excerpt in `{typography.body-md}` (Bugatti Text Regular serif).
**`career-listing-row`** — Each row of the careers page job listing. Transparent background, padding 24px vertical, hairline divider between rows. Job title in `{typography.title-md}` (Bugatti Display 20px) at left; location + department in `{typography.caption-uppercase}` at right; chevron arrow (→) at far right.
**`spec-cell`** — Vehicle technical-spec display on model-detail pages (Tourbillon engine specs). Transparent background with hairline dividers between cells (not between cells inside a card). Each spec shows a value in `{typography.title-md}` at top and a label in `{typography.caption-uppercase}` below. Padding 24px vertical.
### Inputs & Forms
**`text-input`** — Standard text input on dark canvas. Background **transparent**, text `{colors.on-dark}`, 1px hairline-strong bottom border only (no top, left, right border), padding 12px × 0px, height 44px. Type `{typography.body-md}` (Bugatti Text Regular). Placeholder in `{colors.muted}`. Focus thickens the bottom border to white.
### Tags & Captions
**`caption-overlay`** — Photo-overlay caption (e.g., "HONORING THE OEYRON AND ITS VISIONARY CREATOR"). Centered or left-aligned over photography in `{typography.caption-uppercase}` (Bugatti Monospace, 11px, 2px tracking, white).
**`category-tag`** + **`date-pill`** — Both render as transparent inline labels in `{typography.caption-uppercase}`, color `{colors.muted}`. No background fill, no border. The "tag" is the type itself.
### CTA / Footer
**`cta-band-photo`** — A pre-footer "Discover Bugatti" band with full-bleed photography of a Bugatti car at speed and a centered headline in `{typography.display-md}` + a `{component.button-primary}` below. Vertical padding 80px. Inherits the editorial gravity of the hero through full-bleed photography.
**`footer`** — Black footer that closes every page. Background `{colors.canvas}`, text `{colors.muted}`. 4-column link list at desktop covering Bugatti / Models / Heritage / Connect. Vertical padding 64px. Bottom row carries the copyright line in `{typography.body-sm}` (Bugatti Text Regular). The wordmark sits center-aligned at the very bottom. The footer never inverts.
## Do's and Don'ts
### Do
- Anchor every page with full-bleed automotive photography. The cars are the brand voltage; chrome backs off entirely.
- Keep all display headlines in UPPERCASE Bugatti Display with 2-4px letter-spacing. The wordmark gets 6px.
- Use Bugatti Display for headlines, Bugatti Text Regular (serif!) for body, Bugatti Monospace for buttons + captions + nav. The trinity is unbreakable.
- Keep `{component.button-primary}` transparent with a 1px white outline. The transparent pill IS the brand button.
- Use weight 400 everywhere. Bold breaks the brand voice — the system has no bold weight role.
- Use `{spacing.section}` (120px) between major editorial bands. The whitespace is part of the brand.
- Reserve `{colors.link}` (#c3d9f3) for inline anchor links only. It's the system's only non-monochrome color.
### Don't
- Don't introduce any accent color outside `{colors.link}`. Bugatti's brand discipline is total monochrome + photography. Adding a brand-blue or brand-red breaks the contract.
- Don't bold any type. The system has no bold weight — every typeface stays at 400.
- Don't fill primary buttons. Transparent + outline only. A solid white button reads as off-brand.
- Don't compress whitespace between sections. The 120px rhythm is part of the editorial pacing.
- Don't use rounded corners outside buttons. Cards, photos, inputs all stay at 0px. Rounded cards read as consumer-tech, not luxury-engineered.
- Don't tighten letter-spacing on display headlines. 2-4px tracking on Bugatti Display is non-negotiable.
- Don't use Bugatti Display in a button (use Bugatti Monospace) or Bugatti Monospace in a paragraph (use Bugatti Text Regular). The trinity split is the brand voice.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 768px | Hamburger nav; hero h1 64→32px; career callout card hides; photo bands stay full-bleed; footer 4 cols → 1 |
| Tablet | 7681024px | Top nav stays minimal (MENU + wordmark + STORE); 2-up newsroom grid; career rows full-width |
| Desktop | 10241440px | Full minimal top-nav; 2-up newsroom grid; spec tables 4-up |
| Wide | > 1440px | Same as desktop with more breathing room; max content 1280px |
### Touch Targets
- `{component.button-primary}` renders at minimum 44 × 44px (matches WCAG AAA).
- `{component.button-icon}` is exactly 40 × 40px.
- `{component.text-input}` height is 44px.
- Career listing rows have 24px vertical padding; effective tap area meets 44px+ with surrounding spacing.
### Collapsing Strategy
- Top nav stays minimal at all breakpoints (MENU label + wordmark + STORE label). On mobile the labels hide behind a hamburger but the wordmark stays centered.
- Hero photography stays full-bleed at every breakpoint. Photo crops adjust — wider crops at desktop, vertical crops on mobile.
- The career callout card on the homepage hides at < 768px (it's a desktop-only floating element).
- 2-up newsroom grid collapses to 1-up at < 768px.
- Spec cells reflow from 4-up to 2-up to 1-up; values stay at the same display size regardless of column count.
### Image Behavior
- Hero photography crops responsively — wider crops at desktop, vertical crops on mobile. Bugatti cars are always shown in motion or at-angle (never flat profiles).
- Newsroom thumbnails retain 16:9 ratio and 0px corners.
## Iteration Guide
1. Focus on ONE component at a time. Reference its YAML key (`{component.hero-photo-band}`, `{component.career-callout-card}`).
2. New components default to `{rounded.none}` (0px). Only `{component.button-primary}` and `{component.button-icon}` use pill / full radius.
3. Variants live as separate entries in `components:`.
4. Use `{token.refs}` everywhere — never inline hex.
5. Never document hover. Default and Active/Pressed states only.
6. Display headlines stay UPPERCASE Bugatti Display 400 with 2-4px tracking. Body stays sentence-case Bugatti Text Regular (serif). Button labels stay Bugatti Monospace 2.5px tracking. The trinity does not blur.
7. When in doubt about emphasis: bigger photography before bigger type.
## Known Gaps
- The dembrandt frequency analyzer captured only 3 colors at root level (`#000000`, `#999999`, `#c3d9f3`). The white text (#ffffff) and dark surface tones (`#0d0d0d`, `#141414`, `#1f1f1f`) were inferred from screenshot — Bugatti's pages are so monochrome that the frequency-based analyzer didn't surface body text or surface tones as distinct palette entries.
- The three Bugatti typefaces (Display, Text Regular, Monospace) are licensed to Bugatti and not available as web fonts publicly. Substitutes are documented in the typography section.
- Animation and transition timings (photo carousel transitions, hover-reveal of menu, configurator animations) are not in scope.
- Form validation states beyond the underline-only `{component.text-input}` are not extracted — error / success states are inferred from general standards, not from the analyzed surfaces.
- The configurator surface (vehicle build pages with custom paint / interior pickers) was not in the analyzed URL set; its swatch grid, customization controls, and price-summary card are not documented here.
- The German-language newsroom (newsroom.bugatti.com/de) shares the system with the English Bugatti.com surfaces — no design-system-level differences observed, only language localization.
- The actual Tourbillon page rendered as a sparse minimal page in the captured screenshot, suggesting either lazy-loaded content or an interactive configurator-style UI that doesn't render fully in static screenshots; engine-spec layout is documented from general luxury-auto patterns informed by the captured spec cell tokens.
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# Bugatti Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/bugatti/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Cal.com-design-analysis
description: A clean, calendar-software-first interface anchored on white canvas with black primary CTAs and custom Cal Sans display typography. The system reads as friendly modern SaaS — generous whitespace, soft-rounded cards (~12px), product UI fragments shown directly inside cards, and a dark navy footer that visually closes long-scroll pages. Brand voltage comes from the Cal Sans display headline (a custom geometric face) and from product UI artifacts shown in-card rather than from accent colors.
colors:
primary: "#111111"
primary-active: "#242424"
primary-disabled: "#e5e7eb"
ink: "#111111"
body: "#374151"
muted: "#6b7280"
muted-soft: "#898989"
hairline: "#e5e7eb"
hairline-soft: "#f3f4f6"
canvas: "#ffffff"
surface-soft: "#f8f9fa"
surface-card: "#f5f5f5"
surface-strong: "#e5e7eb"
surface-dark: "#101010"
surface-dark-elevated: "#1a1a1a"
on-primary: "#ffffff"
on-dark: "#ffffff"
on-dark-soft: "#a1a1aa"
brand-accent: "#3b82f6"
success: "#10b981"
warning: "#f59e0b"
error: "#ef4444"
badge-orange: "#fb923c"
badge-pink: "#ec4899"
badge-violet: "#8b5cf6"
badge-emerald: "#34d399"
typography:
display-xl:
fontFamily: "Cal Sans, Inter, sans-serif"
fontSize: 64px
fontWeight: 600
lineHeight: 1.05
letterSpacing: -2px
display-lg:
fontFamily: "Cal Sans, Inter, sans-serif"
fontSize: 48px
fontWeight: 600
lineHeight: 1.1
letterSpacing: -1.5px
display-md:
fontFamily: "Cal Sans, Inter, sans-serif"
fontSize: 36px
fontWeight: 600
lineHeight: 1.15
letterSpacing: -1px
display-sm:
fontFamily: "Cal Sans, Inter, sans-serif"
fontSize: 28px
fontWeight: 600
lineHeight: 1.2
letterSpacing: -0.5px
title-lg:
fontFamily: "Inter, sans-serif"
fontSize: 22px
fontWeight: 600
lineHeight: 1.3
letterSpacing: -0.3px
title-md:
fontFamily: "Inter, sans-serif"
fontSize: 18px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0
title-sm:
fontFamily: "Inter, sans-serif"
fontSize: 16px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0
body-md:
fontFamily: "Inter, sans-serif"
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
body-sm:
fontFamily: "Inter, sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
caption:
fontFamily: "Inter, sans-serif"
fontSize: 13px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
code:
fontFamily: "JetBrains Mono, ui-monospace, monospace"
fontSize: 14px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
button:
fontFamily: "Inter, sans-serif"
fontSize: 14px
fontWeight: 600
lineHeight: 1
letterSpacing: 0
nav-link:
fontFamily: "Inter, sans-serif"
fontSize: 14px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
rounded:
xs: 4px
sm: 6px
md: 8px
lg: 12px
xl: 16px
pill: 9999px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 24px
xl: 32px
xxl: 48px
section: 96px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 12px 20px
height: 40px
button-primary-active:
backgroundColor: "{colors.primary-active}"
textColor: "{colors.on-primary}"
rounded: "{rounded.md}"
button-primary-disabled:
backgroundColor: "{colors.primary-disabled}"
textColor: "{colors.muted}"
rounded: "{rounded.md}"
button-secondary:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 12px 20px
height: 40px
button-icon-circular:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
size: 36px
button-text-link:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.button}"
text-link:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.body-md}"
top-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.nav-link}"
height: 64px
nav-pill-group:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.nav-link}"
rounded: "{rounded.pill}"
padding: 6px
hero-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-xl}"
padding: 96px
hero-app-mockup-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.xl}"
feature-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.lg}"
padding: 32px
feature-icon-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.title-sm}"
rounded: "{rounded.lg}"
padding: 24px
product-mockup-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.lg}"
padding: 24px
testimonial-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 24px
pricing-tier-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.title-lg}"
rounded: "{rounded.lg}"
padding: 32px
pricing-tier-card-featured:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.title-lg}"
rounded: "{rounded.lg}"
padding: 32px
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 10px 14px
height: 40px
text-input-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.md}"
category-tab:
backgroundColor: transparent
textColor: "{colors.muted}"
typography: "{typography.nav-link}"
padding: 8px 14px
rounded: "{rounded.md}"
category-tab-active:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.nav-link}"
rounded: "{rounded.md}"
avatar-circle:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
size: 36px
badge-pill:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.caption}"
rounded: "{rounded.pill}"
padding: 4px 12px
rating-stars:
backgroundColor: transparent
textColor: "{colors.badge-orange}"
typography: "{typography.caption}"
cta-band-light:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.display-sm}"
rounded: "{rounded.lg}"
padding: 48px
footer:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark-soft}"
typography: "{typography.body-sm}"
padding: 64px
---
## Overview
Cal.com's marketing surface is a clean, friendly modern-SaaS interface — white canvas (`{colors.canvas}`#ffffff) with black primary CTAs (`{colors.primary}`#111111), custom **Cal Sans** display typography, and `{colors.surface-card}` (#f5f5f5) light-gray cards holding product UI fragments. The system reads as confidently engineered without trying to impress — every band has clear hierarchy, generous whitespace, and a single primary action.
Type voice splits cleanly into two roles: **Cal Sans** (the brand's custom geometric display face — used for h1, h2, h3, and hero headlines) and **Inter** (used for everything else — body, buttons, nav, captions). Cal Sans uses weight 600 with negative letter-spacing (-0.5px to -2px depending on size) — it feels modern, slightly condensed, distinctly Cal.com.
Component voltage comes from **product UI fragments shown directly inside cards** — calendar widgets, scheduling forms, automation diagrams, integration tiles. Cal.com doesn't paint marketing illustrations of the product; it shows the actual product chrome at small scale embedded in the marketing flow.
The footer flips to `{colors.surface-dark}` (#101010) — a deep near-black that visually closes every long-scroll page. The footer is the only dark surface in the system; everything above stays white-with-light-gray-cards.
**Key Characteristics:**
- White canvas with black primary CTA (`{colors.primary}`#111111). Buttons are `{rounded.md}` (8px) with confident weight-600 labels. Standard friendly-SaaS button.
- Custom `Cal Sans` display typeface for headlines (substituted with Inter weight 600 here). Negative letter-spacing on display sizes — geometric, precise, slightly condensed.
- Light-gray card surfaces (`{colors.surface-card}`#f5f5f5) for feature cards, testimonials, and pricing tiers (non-featured). The featured pricing tier flips to `{colors.surface-dark}` (the only dark card on light pages).
- Product UI fragments embedded directly in cards — Cal.com shows real schedule pickers, calendar widgets, integration grids inside its marketing cards. Brand voltage from real product chrome at small scale.
- Nav-pill-group (`{component.nav-pill-group}`) — a small pill-radius wrapper around grouped nav segments (e.g., the sub-nav switcher between product views). The pill wrapper is one of the system's signature interactive components.
- Avatars are circular (`{rounded.full}`), 36px diameter, used in testimonial rows and team-listing surfaces.
- Footer is dark navy (`{colors.surface-dark}`#101010) with light text (`{colors.on-dark-soft}`#a1a1aa). The dark footer closes every page even though the body above is white.
- Spacing rhythm is `{spacing.section}` (96px) between major bands — tight enough to feel modern-SaaS but generous enough to breathe.
- Border radius is hierarchical: `{rounded.md}` (8px) for buttons + inputs, `{rounded.lg}` (12px) for content cards, `{rounded.xl}` (16px) for the hero app-mockup container, `{rounded.pill}` for nav-pill-group + badges, `{rounded.full}` for avatars + icon buttons.
## Colors
### Brand & Accent
- **Primary** (`{colors.primary}`#111111): The dominant action color. All primary CTAs, h1/h2 display type. Press state shifts to `{colors.primary-active}` (#242424).
- **Brand Accent** (`{colors.brand-accent}`#3b82f6): Used sparely on inline links and on a small badge / "Customer story" highlight. Cal.com is a near-monochrome brand — the blue appears rarely.
- **Badge Pastels** — A small pastel set for category badges and avatar fills: `{colors.badge-orange}` (#fb923c), `{colors.badge-pink}` (#ec4899), `{colors.badge-violet}` (#8b5cf6), `{colors.badge-emerald}` (#34d399). These appear on tag pills and small accent moments inside product UI fragments — never on hero CTAs.
### Surface
- **Canvas** (`{colors.canvas}`#ffffff): The default page floor.
- **Surface Soft** (`{colors.surface-soft}`#f8f9fa): Nav-pill-group background, very-soft section dividers.
- **Surface Card** (`{colors.surface-card}`#f5f5f5): Feature cards, testimonial cards, badge pills, default avatar fills.
- **Surface Strong** (`{colors.surface-strong}`#e5e7eb): Hairline border alternative; disabled button background.
- **Surface Dark** (`{colors.surface-dark}`#101010): The footer background — the only dark surface on every page. Also used for the featured pricing tier card.
- **Surface Dark Elevated** (`{colors.surface-dark-elevated}`#1a1a1a): Used for nested cards inside the dark footer or featured pricing card.
- **Hairline** (`{colors.hairline}`#e5e7eb): The 1px border tone on light surfaces. Used on input borders, table dividers, content card outlines (sometimes).
- **Hairline Soft** (`{colors.hairline-soft}`#f3f4f6): A barely-visible divider used between sections that share the white canvas.
### Text
- **Ink** (`{colors.ink}`#111111): All headlines and primary text.
- **Body** (`{colors.body}`#374151): Default running-text color.
- **Muted** (`{colors.muted}`#6b7280): Secondary text — sub-headings, breadcrumbs, footer body.
- **Muted Soft** (`{colors.muted-soft}`#898989): Tertiary text — captions, fine-print, copyright lines.
- **On Primary / On Dark** (`{colors.on-primary}` / `{colors.on-dark}`#ffffff): Text on primary buttons and dark footer.
- **On Dark Soft** (`{colors.on-dark-soft}`#a1a1aa): Footer body text — slightly muted white for the link rows.
### Semantic
- **Success** (`{colors.success}`#10b981): Confirmation states, success badges in product UI.
- **Warning** (`{colors.warning}`#f59e0b): Warning callouts.
- **Error** (`{colors.error}`#ef4444): Validation errors.
## Typography
### Font Family
The system runs **Cal Sans** for display + brand wordmark and **Inter** for everything else. Cal Sans is Cal.com's custom geometric display typeface — slightly condensed, weight 600, negative letter-spacing. Inter handles body, buttons, navigation, captions, and tabular code blocks. The fallback stack walks `-apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, sans-serif` for both families.
The split is functional:
- Cal Sans (display, 600 weight, -0.5 to -2px tracking) — h1, h2, h3
- Inter (body + UI, 400-600 weight, 0 letter-spacing) — paragraphs, labels, buttons, nav
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 64px | 600 | 1.05 | -2px | Homepage h1 ("The better way to schedule your meetings") — Cal Sans |
| `{typography.display-lg}` | 48px | 600 | 1.1 | -1.5px | Section heads ("Your all-purpose scheduling app") — Cal Sans |
| `{typography.display-md}` | 36px | 600 | 1.15 | -1px | Sub-section heads, card titles — Cal Sans |
| `{typography.display-sm}` | 28px | 600 | 1.2 | -0.5px | CTA-band heads, pricing tier prices — Cal Sans |
| `{typography.title-lg}` | 22px | 600 | 1.3 | -0.3px | Pricing plan names — Inter |
| `{typography.title-md}` | 18px | 600 | 1.4 | 0 | Feature card titles, intro paragraphs |
| `{typography.title-sm}` | 16px | 600 | 1.4 | 0 | Small card titles, list labels |
| `{typography.body-md}` | 16px | 400 | 1.5 | 0 | Default running-text |
| `{typography.body-sm}` | 14px | 400 | 1.5 | 0 | Footer body, fine-print |
| `{typography.caption}` | 13px | 500 | 1.4 | 0 | Badge labels, captions |
| `{typography.code}` | 14px | 400 | 1.5 | 0 | Code snippets, API examples — JetBrains Mono |
| `{typography.button}` | 14px | 600 | 1.0 | 0 | Standard button labels |
| `{typography.nav-link}` | 14px | 500 | 1.4 | 0 | Top-nav menu items |
### Principles
Cal Sans is the brand voice — every display headline uses it. Inter handles the supporting type. The boundary is strict: never put body copy in Cal Sans, never put a display headline in Inter. Cal Sans without negative letter-spacing reads as off-brand — the -0.5 to -2px tracking is part of the voice.
Display weight stays at 600 across all sizes — never 700, never 500. The middle weight is what makes Cal Sans feel modern and confident without becoming bombastic.
### Note on Font Substitutes
If Cal Sans is unavailable, **Inter** at weight 600 with -0.04em letter-spacing is a usable approximation. The geometric character of Cal Sans differs from Inter's humanist forms, but the substitution preserves the weight + tracking signature. **Manrope** at weight 700 is another close alternative.
## Layout
### Spacing System
- **Base unit:** 4px.
- **Tokens:** `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 16px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 96px.
- **Section padding:** `{spacing.section}` (96px) — the universal vertical rhythm between editorial bands.
- **Card internal padding:** `{spacing.xl}` (32px) for feature cards and pricing tier cards; `{spacing.lg}` (24px) for testimonial and product-mockup cards.
- **Gutters:** `{spacing.lg}` (24px) between cards in 3-up grids; `{spacing.md}` (16px) inside footer columns.
### Grid & Container
- **Max content width:** ~1200px centered on marketing pages.
- **Editorial body:** Single 12-column grid; hero band often uses 7/5 split (h1 left, app mockup card right).
- **Feature card grids:** 3-up at desktop, 2-up at tablet, 1-up at mobile.
- **Pricing grid:** 4-up at desktop, 2-up at tablet, 1-up at mobile.
- **Footer:** 4-column link list at desktop, wrapping to 2-up at tablet, 1-up at mobile.
### Whitespace Philosophy
Cal.com uses generous but not excessive whitespace — section padding sits at 96px (modern-SaaS standard), and card internal padding stays at 32px. The rhythm is calibrated for fast scanning: every band has a single h1 + h2 + supporting cards, never densely packed lists. The result reads as confident-not-shouting.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| Flat | No shadow, no border | Body sections, top nav, hero bands |
| Soft hairline | 1px `{colors.hairline}` border | Inputs, table dividers, occasionally on cards |
| Card surface | `{colors.surface-card}` background — no shadow | Feature cards, testimonials |
| Subtle drop shadow | Faint shadow at low alpha | Pricing tier cards, hover-elevated states (the system uses `0 1px 2px rgba(0,0,0,0.05)` and `0 4px 12px rgba(0,0,0,0.08)`) |
| Featured tier | `{colors.surface-dark}` background, no shadow needed | The featured pricing tier inverts to dark surface — color contrast does the elevation work |
The elevation philosophy is **soft and modern** — small drop shadows on elevated cards, color-block contrast for emphasis. No heavy shadows, no neumorphism, no glassmorphism.
### Decorative Depth
- Calendar widgets and product UI fragments embedded inside marketing cards carry their own internal shadows from the product UI itself — these are not system tokens, they're product chrome shown as content.
- Avatar circles in testimonial sections sometimes carry pastel fill colors (`{colors.badge-orange}`, `{colors.badge-pink}`, etc.) — adds a small chromatic flourish without breaking the monochrome brand voice.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 4px | Almost no use — reserved for badge accents |
| `{rounded.sm}` | 6px | Small inline buttons, dropdown items |
| `{rounded.md}` | 8px | Standard CTA buttons, text inputs, category tabs |
| `{rounded.lg}` | 12px | Content cards (feature cards, testimonial cards, pricing tier cards) |
| `{rounded.xl}` | 16px | Hero app-mockup card (a slightly larger radius for the marquee component) |
| `{rounded.pill}` | 9999px | Nav-pill-group, badge pills |
| `{rounded.full}` | 9999px / 50% | Avatars, icon buttons |
### Photography Geometry
Avatar photos use `{rounded.full}` (perfect circles) at 36px or 40px. Product UI fragments inside marketing cards retain their native chrome (which often has its own internal radii — e.g., calendar grid cells, button rows). Hero illustration zones use 16:9 or 4:3 ratios with `{rounded.xl}` corners.
## Components
### Top Navigation
**`top-nav`** — White nav bar pinned to the top of every page. 64px tall, `{colors.canvas}` background. Carries the Cal.com wordmark + logo at left (the lowercase "Cal.com" with the brand circle), primary horizontal menu (Product, Solutions, Resources, Pricing, Enterprise) center, right-side cluster with "Sign in" text-link, "Sign up free" `{component.button-primary}`, and a sometimes-visible language selector. Menu items in `{typography.nav-link}` (Inter 14px / 500).
**`nav-pill-group`** — A small pill-radius wrapper around 2-3 sub-nav segments (e.g., the product-mode switcher between "Personal" / "Teams" / "Enterprise"). Background `{colors.surface-soft}` with internal padding 6px, rounded `{rounded.pill}`. Active segment renders as a white-canvas pill with a subtle drop shadow inside the wrapper. The pill-in-pill treatment is one of Cal.com's signature interactive components.
### Buttons
**`button-primary`** — The signature primary CTA. Background `{colors.primary}` (#111111), text `{colors.on-primary}`, type `{typography.button}` (Inter 14px / 600), padding 12px × 20px, height 40px, rounded `{rounded.md}` (8px). Active state `button-primary-active` shifts to `{colors.primary-active}` (#242424).
**`button-secondary`** — White button with hairline outline. Background `{colors.canvas}`, text `{colors.ink}`, 1px hairline border, same padding + height + radius as primary.
**`button-icon-circular`** — 36 × 36px circular icon button. Background `{colors.canvas}`, hairline border, ink-color icon. Used for share, "view more", carousel arrows.
**`button-text-link`** — Inline text button, no background. Used for "Sign in" in the top nav and inline CTA links inside cards.
**`text-link`** — Inline body links in `{colors.ink}` (the brand keeps inline links monochrome). Underlined on hover (not documented per the no-hover policy, but mentioned for context).
### Cards & Containers
**`hero-band`** — White-canvas hero with a 7-5 grid: h1 + sub-headline + button row on the left, `{component.hero-app-mockup-card}` on the right. Vertical padding `{spacing.section}` (96px).
**`hero-app-mockup-card`** — A larger product-UI mockup card showing the actual Cal.com booking widget with calendar grid, time slots, and a primary "Confirm" button inside. Background `{colors.canvas}`, 1px hairline border, rounded `{rounded.xl}` (16px), subtle drop shadow. Used as the hero's right-side artifact.
**`feature-card`** — Used in 3-up feature grids ("With us, appointment scheduling is easy"). Background `{colors.surface-card}` (#f5f5f5), rounded `{rounded.lg}` (12px), internal padding `{spacing.xl}` (32px). Carries a small icon at top, an `{typography.title-md}` headline, and a body description in `{typography.body-md}`.
**`feature-icon-card`** — A simpler card variant used in 4-up feature grids on lower-density bands. Background `{colors.canvas}` with hairline border, rounded `{rounded.lg}`, padding `{spacing.lg}` (24px). Carries a small icon, `{typography.title-sm}` title, short description.
**`product-mockup-card`** — A card showing actual Cal.com product UI fragments (workflow editor, calendar grid, integration grid, automation flow). Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.lg}` (24px). The product UI inside has its own internal chrome — these cards display the product, they don't decorate around it.
**`testimonial-card`** — Used in customer-quote grids. Background `{colors.surface-card}`, rounded `{rounded.lg}`, padding `{spacing.lg}` (24px). Top row carries a `{component.avatar-circle}` + name + role; below sits the testimonial quote in `{typography.body-md}`.
**`pricing-tier-card`** — Standard tier card. Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xl}` (32px). Carries the plan name in `{typography.title-lg}`, price in `{typography.display-sm}`, feature checklist in `{typography.body-md}`, and a `{component.button-primary}` at the bottom.
**`pricing-tier-card-featured`** — The featured tier (typically "Teams"). Background flips to `{colors.surface-dark}` (#101010), text inverts to `{colors.on-dark}`. The dark surface IS the featured-tier signal — no accent border, no badge, no scale shift.
### Inputs & Forms
**`text-input`** — Standard text input. Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body-md}`, rounded `{rounded.md}` (8px), padding 10px × 14px, height 40px. 1px hairline border in `{colors.hairline}`.
**`text-input-focused`** — Focus state. Border thickens or shifts to `{colors.ink}` for emphasis.
### Tags / Badges
**`badge-pill`** — Small pill label used for category tags ("Product", "Article", "New") and pastel-fill avatar substitutes. Background `{colors.surface-card}` or one of the badge pastels (`{colors.badge-orange}`, `{colors.badge-pink}`, etc.), text `{colors.ink}`, type `{typography.caption}` (13px / 500), rounded `{rounded.pill}`, padding 4px × 12px.
**`avatar-circle`** — 36px diameter, rounded `{rounded.full}`. Either holds a photo or a pastel fill with initials in `{typography.caption}`.
**`rating-stars`** — Inline star rating in `{colors.badge-orange}` (#fb923c). Used near testimonial avatars to display a 5-star satisfaction score.
### Tab / Filter
**`category-tab`** + **`category-tab-active`** — Used inside the nav-pill-group. Inactive: transparent background, `{colors.muted}` text. Active: `{colors.canvas}` background, `{colors.ink}` text, subtle drop shadow inside the pill-group wrapper. Padding 8px × 14px, rounded `{rounded.md}`.
### CTA / Footer
**`cta-band-light`** — A pre-footer "Smarter, simpler scheduling" CTA card. Background `{colors.surface-card}`, rounded `{rounded.lg}`, padding `{spacing.xxl}` (48px). Carries an h2 in `{typography.display-sm}`, a sub-line, and a `{component.button-primary}` centered.
**`footer`** — Dark navy footer that closes every page. Background `{colors.surface-dark}` (#101010), text `{colors.on-dark-soft}`. 4-column link list at desktop covering Product / Solutions / Company / Resources. Vertical padding 64px. The Cal.com wordmark sits at the top-left in `{colors.on-dark}`. The footer is the only dark surface on every page — the deliberate inversion visually closes the page.
## Do's and Don'ts
### Do
- Reserve `{colors.primary}` (#111111) for primary CTAs and h1/h2 type. Cal.com's button is near-black, not blue.
- Use Cal Sans for every display headline. Pair with Inter body. Never blur the boundary.
- Apply negative letter-spacing on display sizes (-0.5 to -2px). Cal Sans without it reads as off-brand.
- Use `{component.feature-card}` (light gray) and `{component.product-mockup-card}` (white with chrome) deliberately — the gray cards signal "abstract feature claim", white cards signal "look at the actual product".
- Embed real product UI fragments inside marketing cards. Don't paint marketing illustrations of the product when you can show the product itself.
- Keep avatar circles at 36px, perfect circles, sometimes with pastel fills. Avatars are the only place where badge pastels appear.
- Use `{component.nav-pill-group}` for grouped sub-nav segments. The pill-in-pill treatment is signature.
- End every page with the dark footer. The light-to-dark transition is part of the editorial rhythm.
### Don't
- Don't use accent colors (`{colors.brand-accent}`, badge pastels) on primary CTAs. The system is monochrome at the action layer.
- Don't bold display weight beyond 600. Cal Sans at 700 reads as bombastic.
- Don't use rounded radius beyond `{rounded.xl}` (16px) on cards. Larger radii read as consumer-app, not professional booking software.
- Don't put dark surface cards anywhere except the footer and the featured pricing tier. The dark surface is a deliberate, scarce signal.
- Don't repeat the same surface mode in two consecutive bands. Cal.com's pacing alternates white → light-gray → white → product-mockup-card → white → dark-footer.
- Don't add hover state styling beyond what the system already encodes — primary darkens on press; nothing else changes.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 768px | Hamburger nav; hero h1 64→32px; hero-app-mockup-card stacks below content; feature grids 1-up; pricing 1-up; footer 4 cols → 1 |
| Tablet | 7681024px | Top nav stays horizontal but tightens; nav-pill-group wraps; feature cards 2-up; pricing 2-up |
| Desktop | 10241440px | Full top-nav with all menu items; 3-up feature cards; 4-up pricing tiers |
| Wide | > 1440px | Same as desktop with more outer breathing room; max content width caps at 1200px |
### Touch Targets
- `{component.button-primary}` at minimum 40 × 40px.
- `{component.button-icon-circular}` at exactly 36 × 36 — slightly under WCAG's 44 × 44 but the centered icon and full-circle silhouette compensate.
- `{component.text-input}` height is 40px.
- `{component.category-tab}` rendered inside nav-pill-group has 8 × 14 padding; effective tap area meets 44px+ with the surrounding pill.
### Collapsing Strategy
- Top nav collapses to hamburger at < 768px; menu opens as a full-screen sheet.
- Hero band's 7-5 grid collapses to single-column on mobile — h1 + sub-head + buttons first, then the app-mockup card below.
- Feature grids reduce columns rather than scaling cards down.
- Pricing tier cards collapse 4 → 2 → 1; featured-tier dark surface stays visually distinct at every breakpoint.
- Nav-pill-group wraps to multi-row on tablet if the segments don't fit horizontally.
- Avatar + testimonial card layouts stay grid-aligned at every breakpoint.
### Image Behavior
- Product UI fragments inside cards retain native aspect ratios; the cards themselves resize.
- Avatar photos crop to circles at every breakpoint.
- Hero app-mockup card scales proportionally on mobile — the calendar grid stays legible.
## Iteration Guide
1. Focus on ONE component at a time. Reference its YAML key directly (`{component.feature-card}`, `{component.pricing-tier-card-featured}`).
2. Variants of an existing component (`-active`, `-disabled`, `-focused`) live as separate entries in `components:`.
3. Use `{token.refs}` everywhere — never inline hex.
4. Never document hover. Default and Active/Pressed states only.
5. Display headlines stay Cal Sans 600 with negative letter-spacing. Body stays Inter 400. The trinity does not blur.
6. The dark footer is the only dark surface on most pages. Don't add other dark cards casually.
7. When in doubt about emphasis: bigger Cal Sans before bolder Cal Sans.
## Known Gaps
- The dembrandt frequency analyzer captured `Buttons: 0 variants` — Cal.com renders most CTAs as styled `<a>` link elements rather than `<button>` tags, which dembrandt's button selector doesn't capture. Button styles are documented from screenshot ground-truth + standard Cal Sans / Inter baselines.
- Cal Sans is licensed to Cal.com and not available as a public web font; substitutes are documented in the typography section.
- The badge pastel set (orange / pink / violet / emerald) is documented from observed avatar fill colors; exact hex values may shift seasonally.
- Animation and transition timings (calendar slot picker, schedule confirmation, integration grid hover-reveal) are not in scope.
- Form validation states beyond `{component.text-input-focused}` are not extracted — error / success states would need a sign-up or booking flow to confirm.
- The actual booking widget surface (cal.com/{username}) is the product, not a marketing surface; its spec is out of scope.
- Avatar photos in testimonial sections sometimes carry pastel circular fills with initials instead of photographs; both treatments coexist on the same page.
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# Cal Inspired Design System
# Cal Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/cal/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Claude-design-analysis
description: A warm-canvas editorial interface for Anthropic's Claude product. The system anchors on a tinted cream canvas with serif display headlines, warm coral CTAs, and dark navy product surfaces (code editor mockups, model showcase cards). Brand voltage comes from the cream/coral pairing — deliberately warm and humanist where most AI brands use cool blue + slate. Type voice runs a slab-serif display ("Copernicus" / Tiempos Headline) for h1/h2 and a humanist sans for body. The signature Anthropic black-radial-spike mark anchors the wordmark.
colors:
primary: "#cc785c"
primary-active: "#a9583e"
primary-disabled: "#e6dfd8"
ink: "#141413"
body: "#3d3d3a"
body-strong: "#252523"
muted: "#6c6a64"
muted-soft: "#8e8b82"
hairline: "#e6dfd8"
hairline-soft: "#ebe6df"
canvas: "#faf9f5"
surface-soft: "#f5f0e8"
surface-card: "#efe9de"
surface-cream-strong: "#e8e0d2"
surface-dark: "#181715"
surface-dark-elevated: "#252320"
surface-dark-soft: "#1f1e1b"
on-primary: "#ffffff"
on-dark: "#faf9f5"
on-dark-soft: "#a09d96"
accent-teal: "#5db8a6"
accent-amber: "#e8a55a"
success: "#5db872"
warning: "#d4a017"
error: "#c64545"
typography:
display-xl:
fontFamily: "Copernicus, Tiempos Headline, serif"
fontSize: 64px
fontWeight: 400
lineHeight: 1.05
letterSpacing: -1.5px
display-lg:
fontFamily: "Copernicus, Tiempos Headline, serif"
fontSize: 48px
fontWeight: 400
lineHeight: 1.1
letterSpacing: -1px
display-md:
fontFamily: "Copernicus, Tiempos Headline, serif"
fontSize: 36px
fontWeight: 400
lineHeight: 1.15
letterSpacing: -0.5px
display-sm:
fontFamily: "Copernicus, Tiempos Headline, serif"
fontSize: 28px
fontWeight: 400
lineHeight: 1.2
letterSpacing: -0.3px
title-lg:
fontFamily: "StyreneB, Inter, sans-serif"
fontSize: 22px
fontWeight: 500
lineHeight: 1.3
letterSpacing: 0
title-md:
fontFamily: "StyreneB, Inter, sans-serif"
fontSize: 18px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
title-sm:
fontFamily: "StyreneB, Inter, sans-serif"
fontSize: 16px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
body-md:
fontFamily: "StyreneB, Inter, sans-serif"
fontSize: 16px
fontWeight: 400
lineHeight: 1.55
letterSpacing: 0
body-sm:
fontFamily: "StyreneB, Inter, sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.55
letterSpacing: 0
caption:
fontFamily: "StyreneB, Inter, sans-serif"
fontSize: 13px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
caption-uppercase:
fontFamily: "StyreneB, Inter, sans-serif"
fontSize: 12px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 1.5px
code:
fontFamily: "JetBrains Mono, ui-monospace, monospace"
fontSize: 14px
fontWeight: 400
lineHeight: 1.6
letterSpacing: 0
button:
fontFamily: "StyreneB, Inter, sans-serif"
fontSize: 14px
fontWeight: 500
lineHeight: 1
letterSpacing: 0
nav-link:
fontFamily: "StyreneB, Inter, sans-serif"
fontSize: 14px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
rounded:
xs: 4px
sm: 6px
md: 8px
lg: 12px
xl: 16px
pill: 9999px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 24px
xl: 32px
xxl: 48px
section: 96px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 12px 20px
height: 40px
button-primary-active:
backgroundColor: "{colors.primary-active}"
textColor: "{colors.on-primary}"
rounded: "{rounded.md}"
button-primary-disabled:
backgroundColor: "{colors.primary-disabled}"
textColor: "{colors.muted}"
rounded: "{rounded.md}"
button-secondary:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 12px 20px
height: 40px
button-secondary-on-dark:
backgroundColor: "{colors.surface-dark-elevated}"
textColor: "{colors.on-dark}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 12px 20px
button-text-link:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.button}"
button-icon-circular:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
size: 36px
text-link:
backgroundColor: transparent
textColor: "{colors.primary}"
typography: "{typography.body-md}"
top-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.nav-link}"
height: 64px
hero-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-xl}"
padding: 96px
hero-illustration-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.xl}"
feature-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.lg}"
padding: 32px
product-mockup-card-dark:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.title-md}"
rounded: "{rounded.lg}"
padding: 32px
code-window-card:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.code}"
rounded: "{rounded.lg}"
padding: 24px
model-comparison-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.lg}"
padding: 32px
pricing-tier-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.title-lg}"
rounded: "{rounded.lg}"
padding: 32px
pricing-tier-card-featured:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.title-lg}"
rounded: "{rounded.lg}"
padding: 32px
callout-card-coral:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.title-md}"
rounded: "{rounded.lg}"
padding: 32px
connector-tile:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.title-sm}"
rounded: "{rounded.lg}"
padding: 20px
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 10px 14px
height: 40px
text-input-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.md}"
cookie-consent-card:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.body-sm}"
rounded: "{rounded.lg}"
padding: 24px
category-tab:
backgroundColor: transparent
textColor: "{colors.muted}"
typography: "{typography.nav-link}"
padding: 8px 14px
rounded: "{rounded.md}"
category-tab-active:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.nav-link}"
rounded: "{rounded.md}"
badge-pill:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.caption}"
rounded: "{rounded.pill}"
padding: 4px 12px
badge-coral:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.caption-uppercase}"
rounded: "{rounded.pill}"
padding: 4px 12px
cta-band-coral:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.display-sm}"
rounded: "{rounded.lg}"
padding: 64px
cta-band-dark:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.display-sm}"
rounded: "{rounded.lg}"
padding: 64px
footer:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark-soft}"
typography: "{typography.body-sm}"
padding: 64px
---
## Overview
Claude.com is the warmest, most editorial interface in the AI-product category. The base atmosphere is a **tinted cream canvas** (`{colors.canvas}`#faf9f5) — distinctly warm, deliberately not the cool gray-white that every other AI brand uses. Headlines run a **slab-serif display** ("Copernicus" / Tiempos Headline) at weight 400 with negative letter-spacing, paired with **StyreneB / Inter** body sans. The combination feels like a literary publication, not a SaaS marketing page.
Brand voltage comes from the **cream + coral pairing** — coral (`{colors.primary}`#cc785c) is the signature Anthropic accent, used on every primary CTA, on the brand wordmark, and on full-bleed callout cards. The coral is warm, slightly muted, never cyan/blue — a deliberate counter-positioning against OpenAI's cool slate, Google's saturated blue, and Microsoft's corporate cyan.
The system has three surface modes that alternate page-by-page:
1. **Cream canvas** (`{colors.canvas}`) — default body floor
2. **Light cream cards** (`{colors.surface-card}`) — feature card backgrounds
3. **Dark navy product surfaces** (`{colors.surface-dark}`) — code editor mockups, model showcase cards, pre-footer CTAs, footer itself
The dark surfaces are where Claude shows its product chrome — code blocks, terminal output, model comparison tables, agentic-flow diagrams. The cream-to-dark contrast is the page's pacing rhythm.
**Key Characteristics:**
- Warm cream canvas (`{colors.canvas}`#faf9f5) with dark warm-ink text (`{colors.ink}`#141413). The brand's defining color choice.
- Coral primary CTA (`{colors.primary}`#cc785c). Used scarcely on individual buttons, generously on full-bleed coral callout cards.
- Slab-serif display headlines via Copernicus / Tiempos Headline at weight 400 with negative letter-spacing. Pairs with humanist sans body for a literary editorial voice.
- Dark navy product mockup cards (`{colors.surface-dark}`#181715) carrying code blocks, terminal panels, model comparison data — the brand shows the product chrome at scale rather than abstract marketing illustrations.
- Light cream feature cards (`{colors.surface-card}`#efe9de) — slightly darker than canvas, used for content-driven feature explanations.
- Anthropic radial-spike mark — a small black asterisk-like glyph (4-spoke radial) — appears as the brand wordmark prefix and as a content marker.
- Border radius is hierarchical: `{rounded.md}` (8px) for buttons + inputs, `{rounded.lg}` (12px) for content + product cards, `{rounded.xl}` (16px) for the hero illustration container, `{rounded.pill}` for badges.
- Section rhythm `{spacing.section}` (96px) — modern-SaaS standard. Internal card padding stays generous at `{spacing.xl}` (32px).
## Colors
### Brand & Accent
- **Coral / Primary** (`{colors.primary}`#cc785c): The signature Anthropic warm coral. Used on every primary CTA background, on full-bleed coral callout cards, on the brand wordmark accent. The most-recognized Anthropic color outside of the spike-mark logo.
- **Coral Active** (`{colors.primary-active}`#a9583e): The press / hover-darker variant.
- **Coral Disabled** (`{colors.primary-disabled}`#e6dfd8): A desaturated cream-tinted disabled state.
- **Accent Teal** (`{colors.accent-teal}`#5db8a6): Used sparingly on secondary product surfaces (terminal status indicators, "active connection" dots in connectors page).
- **Accent Amber** (`{colors.accent-amber}`#e8a55a): A small companion warm-tone used on category badges and inline highlights.
### Surface
- **Canvas** (`{colors.canvas}`#faf9f5): The default page floor. Tinted cream — warm, deliberately not pure white.
- **Surface Soft** (`{colors.surface-soft}`#f5f0e8): Section dividers, very-soft band backgrounds.
- **Surface Card** (`{colors.surface-card}`#efe9de): Feature cards, content cards. One step darker than canvas.
- **Surface Cream Strong** (`{colors.surface-cream-strong}`#e8e0d2): A strongest-cream variant used on selected category tabs and emphasized section bands.
- **Surface Dark** (`{colors.surface-dark}`#181715): Code editor mockups, model showcase cards, footer. The dominant dark surface.
- **Surface Dark Elevated** (`{colors.surface-dark-elevated}`#252320): Elevated cards inside dark bands (settings panels in mockups).
- **Surface Dark Soft** (`{colors.surface-dark-soft}`#1f1e1b): Slightly lighter dark, used for code block backgrounds inside larger dark cards.
- **Hairline** (`{colors.hairline}`#e6dfd8): The 1px border tone on cream surfaces. Same hex as `{colors.primary-disabled}` — borders feel like one elevation step rather than ink lines.
- **Hairline Soft** (`{colors.hairline-soft}`#ebe6df): Barely-visible divider used inside the same band.
### Text
- **Ink** (`{colors.ink}`#141413): All headlines and primary text. Warm dark, slightly off-pure-black.
- **Body Strong** (`{colors.body-strong}`#252523): Emphasized paragraphs, lead text.
- **Body** (`{colors.body}`#3d3d3a): Default running-text color.
- **Muted** (`{colors.muted}`#6c6a64): Sub-headings, breadcrumbs, footer-adjacent secondary text.
- **Muted Soft** (`{colors.muted-soft}`#8e8b82): Captions, fine-print, copyright lines.
- **On Primary** (`{colors.on-primary}`#ffffff): Text on coral buttons.
- **On Dark** (`{colors.on-dark}`#faf9f5): Cream-tinted white used on dark surfaces (echoes the canvas tone).
- **On Dark Soft** (`{colors.on-dark-soft}`#a09d96): Footer body text, secondary labels in dark mockups.
### Semantic
- **Success** (`{colors.success}`#5db872): Green status dots, "available" indicators.
- **Warning** (`{colors.warning}`#d4a017): Warning callouts (rare on marketing surfaces).
- **Error** (`{colors.error}`#c64545): Validation errors.
## Typography
### Font Family
The system runs **Copernicus** (or **Tiempos Headline** as substitute) as the slab-serif display face for headlines, and **StyreneB** (or **Inter** as substitute) as the humanist sans for body, navigation, and UI labels. **JetBrains Mono** handles code blocks. The fallback stack walks `Tiempos Headline, Garamond, "Times New Roman", serif` for display and `Inter, -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, sans-serif` for body.
The display/body split is editorial:
- Copernicus serif (weight 400, negative tracking) → h1, h2, h3, hero display
- StyreneB sans (weight 400-500) → body, navigation, buttons, captions, labels
- JetBrains Mono → all code blocks and terminal text
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 64px | 400 | 1.05 | -1.5px | Homepage h1 ("Meet your thinking partner") — Copernicus serif |
| `{typography.display-lg}` | 48px | 400 | 1.1 | -1px | Section heads — Copernicus |
| `{typography.display-md}` | 36px | 400 | 1.15 | -0.5px | Sub-section heads, model names — Copernicus |
| `{typography.display-sm}` | 28px | 400 | 1.2 | -0.3px | Pricing tier names, callout headlines — Copernicus |
| `{typography.title-lg}` | 22px | 500 | 1.3 | 0 | Pricing plan size labels — StyreneB |
| `{typography.title-md}` | 18px | 500 | 1.4 | 0 | Feature card titles, intro paragraphs |
| `{typography.title-sm}` | 16px | 500 | 1.4 | 0 | Connector tile titles, list labels |
| `{typography.body-md}` | 16px | 400 | 1.55 | 0 | Default running-text — StyreneB |
| `{typography.body-sm}` | 14px | 400 | 1.55 | 0 | Footer body, fine-print |
| `{typography.caption}` | 13px | 500 | 1.4 | 0 | Badge labels, captions |
| `{typography.caption-uppercase}` | 12px | 500 | 1.4 | 1.5px | Category tags, "NEW" badges |
| `{typography.code}` | 14px | 400 | 1.6 | 0 | Code blocks — JetBrains Mono |
| `{typography.button}` | 14px | 500 | 1.0 | 0 | Standard button labels |
| `{typography.nav-link}` | 14px | 500 | 1.4 | 0 | Top-nav menu items |
### Principles
Display sizes use weight 400 (regular), never bold. Negative letter-spacing (-0.3 to -1.5px) is essential — Copernicus without it reads as off-brand. The serif character is what gives Anthropic its literary, considered voice; switching to a sans-serif display would make Claude feel like every other AI tool.
Body type stays at weight 400 for paragraphs, weight 500 for labels and emphasized phrases. The sans body is humanist (StyreneB) — never geometric. Inter is an acceptable substitute because of its similar humanist proportions; Helvetica or Arial would be too neutral and break the warm-editorial feel.
### Note on Font Substitutes
If Copernicus / Tiempos Headline is unavailable, **Cormorant Garamond** at weight 500 with -0.02em letter-spacing is the closest open-source approximation. **EB Garamond** is a fallback. For StyreneB, **Inter** is the closest match — both are humanist sans designed for screen reading. **Söhne** is another close alternative if licensed.
## Layout
### Spacing System
- **Base unit:** 4px.
- **Tokens:** `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 16px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 96px.
- **Section padding:** `{spacing.section}` (96px) — modern-SaaS rhythm.
- **Card internal padding:** `{spacing.xl}` (32px) for feature cards, pricing tier cards, model comparison cards; `{spacing.lg}` (24px) for code-window cards and connector tiles.
- **Callout / CTA bands:** `{spacing.xxl}` (48px) inside coral callout cards; 64px inside the larger dark CTA band.
### Grid & Container
- **Max content width:** ~1200px centered.
- **Editorial body:** Single 12-column grid; hero often uses 6/6 split (h1 left, illustration right).
- **Feature card grids:** 3-up at desktop, 2-up at tablet, 1-up at mobile.
- **Connector tile grids:** 4-up or 6-up at desktop, 2-up at tablet, 1-up at mobile.
- **Pricing grid:** 3-up at desktop (Free / Pro / Team / Enterprise often), 1-up at mobile.
### Whitespace Philosophy
The cream canvas + serif display + generous internal padding create an editorial pacing — Claude reads like a long-form magazine column rather than a marketing template. Whitespace between bands stays uniform at 96px; whitespace inside cards is generous (32px), letting type breathe.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| Flat | No shadow, no border | Body sections, top nav, hero bands |
| Soft hairline | 1px `{colors.hairline}` border | Inputs, sub-nav, occasionally on cards |
| Cream card | `{colors.surface-card}` background — no shadow | Feature cards, content cards |
| Dark surface card | `{colors.surface-dark}` background — no shadow | Code editor mockups, model showcase cards |
| Subtle drop shadow | Faint shadow at low alpha | Hover-elevated states (the system uses `0 1px 3px rgba(20,20,19,0.08)` rarely) |
The elevation philosophy is **color-block first, shadow rare**. Most depth comes from the cream-vs-dark surface contrast. Shadows are minimal. The dark surface mockups have their own internal product chrome (code editor scrollbars, line numbers, syntax highlighting) which adds detail without needing external shadows.
### Decorative Depth
- The Anthropic spike-mark glyph (4-spoke radial asterisk) appears as a small black mark in the brand wordmark and inline as a content marker.
- Code editor mockups carry their own internal depth: syntax-highlighted text in muted blues / oranges / grays, line numbers in `{colors.muted-soft}`, status bars at the bottom in `{colors.surface-dark-elevated}`.
- Some hero illustrations use simple line-art with coral and dark-navy strokes on cream — minimal, hand-drawn-feeling, never photorealistic.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 4px | Reserved for badge accents and tiny dropdowns |
| `{rounded.sm}` | 6px | Small inline buttons, dropdown items |
| `{rounded.md}` | 8px | Standard CTA buttons, text inputs, category tabs |
| `{rounded.lg}` | 12px | Content cards (feature, pricing, code-window, model-comparison) |
| `{rounded.xl}` | 16px | Hero illustration container, the larger marquee components |
| `{rounded.pill}` | 9999px | Badge pills, "NEW" tags |
| `{rounded.full}` | 9999px / 50% | Avatar substitutes, icon buttons |
### Photography & Illustrations
Claude's hero rarely uses photography. Instead it uses:
- Simple line-art illustrations with coral + dark-navy strokes on the cream canvas
- Code editor mockups (the dominant "hero" treatment on developer-focused pages)
- Terminal output mockups with monospace text on dark
- Model comparison cards (Opus / Sonnet / Haiku) with abstract geometric thumbnails
When photography is used (rare — mostly testimonials), avatars crop to perfect circles at 40px diameter.
## Components
### Top Navigation
**`top-nav`** — Cream nav bar pinned to the top of every page. 64px tall, `{colors.canvas}` background. Carries the Anthropic spike-mark + "Claude" wordmark at left, primary horizontal menu (Product, Solutions, Use Cases, Pricing, Research, Company) center-left, right-side cluster with "Sign in" text-link, "Try Claude" `{component.button-primary}` (coral). Menu items in `{typography.nav-link}` (StyreneB 14px / 500).
### Buttons
**`button-primary`** — The signature coral CTA. Background `{colors.primary}` (#cc785c), text `{colors.on-primary}` (white), type `{typography.button}` (StyreneB 14px / 500), padding 12px × 20px, height 40px, rounded `{rounded.md}` (8px). Active state `button-primary-active` darkens to `{colors.primary-active}` (#a9583e).
**`button-secondary`** — Cream button with hairline outline. Background `{colors.canvas}`, text `{colors.ink}`, 1px hairline border, same padding + height + radius as primary.
**`button-secondary-on-dark`** — Used over `{colors.surface-dark}` cards. Background `{colors.surface-dark-elevated}` (#252320), text `{colors.on-dark}`. Stays dark — the system never inverts to a light secondary on dark surfaces.
**`button-text-link`** — Inline text button, no background. Used for "Sign in" in the top nav and inline CTA links.
**`button-icon-circular`** — 36px circular icon button. Background `{colors.canvas}`, hairline border, ink-color icon. Used for carousel arrows, share, "view more".
**`text-link`** — Inline body links in `{colors.primary}` (the coral). Underlined on press; the coral inline link is one of the system's most distinctive small details.
### Cards & Containers
**`hero-band`** — Cream-canvas hero with a 6-6 grid: h1 + sub-headline + button row on the left, hero illustration card or product mockup card on the right. Vertical padding `{spacing.section}` (96px).
**`hero-illustration-card`** — A larger card holding the hero's right-side artifact — sometimes a coral-stroke line illustration on cream background, sometimes a dark code editor mockup. Background `{colors.canvas}` or `{colors.surface-dark}` depending on context, rounded `{rounded.xl}` (16px).
**`feature-card`** — Used in 3-up feature grids. Background `{colors.surface-card}` (#efe9de — slightly darker cream), rounded `{rounded.lg}` (12px), internal padding `{spacing.xl}` (32px). Carries a small icon at top, an `{typography.title-md}` headline, and a body description in `{typography.body-md}`.
**`product-mockup-card-dark`** — Dark navy card showing actual Claude product chrome (chat interface, code editor, agent controls). Background `{colors.surface-dark}`, rounded `{rounded.lg}`, internal padding `{spacing.xl}` (32px). Carries text labels in `{colors.on-dark}` and product UI fragments below.
**`code-window-card`** — A specialized dark card showing a code editor with line numbers, syntax-highlighted code in `{typography.code}` (JetBrains Mono), and sometimes a "Run" button or terminal output panel below. Background `{colors.surface-dark}` with `{colors.surface-dark-soft}` for the inner code block, rounded `{rounded.lg}`, padding `{spacing.lg}` (24px). The signature visual element of Claude Code product pages.
**`model-comparison-card`** — Used on the homepage's "Which problem are you up against?" section comparing Opus / Sonnet / Haiku. Background `{colors.canvas}` with hairline border, rounded `{rounded.lg}`, internal padding `{spacing.xl}` (32px). Carries the model name, a short capability blurb, and a `{component.text-link}` to learn more.
**`pricing-tier-card`** — Standard tier card. Background `{colors.canvas}` with hairline border, rounded `{rounded.lg}`, padding `{spacing.xl}` (32px). Carries the plan name in `{typography.title-lg}` (StyreneB), price in `{typography.display-sm}` (Copernicus serif!), feature checklist in `{typography.body-md}`, and a `{component.button-primary}` at the bottom.
**`pricing-tier-card-featured`** — The featured tier (typically "Pro" or "Team"). Background flips to `{colors.surface-dark}`, text inverts to `{colors.on-dark}`. The dark surface IS the featured-tier signal.
**`callout-card-coral`** — A full-bleed coral card carrying a major call-to-action. Background `{colors.primary}` (#cc785c), text `{colors.on-primary}` (white), rounded `{rounded.lg}`, padding `{spacing.xxl}` (48px). The coral surface IS the voltage; the CTA inside uses an inverted button style (cream/canvas button on coral).
**`connector-tile`** — Used on the connectors page's integration grid. Background `{colors.canvas}` with hairline border, rounded `{rounded.lg}`, padding 20px. Each tile carries a logo at top, a `{typography.title-sm}` connector name, and a short description.
### Inputs & Forms
**`text-input`** — Standard text input. Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body-md}`, rounded `{rounded.md}` (8px), padding 10px × 14px, height 40px. 1px hairline border in `{colors.hairline}`.
**`text-input-focused`** — Focus state. Border thickens or shifts to `{colors.primary}` (coral) for emphasis. Carries a 3px coral-at-15%-alpha outer ring.
**`cookie-consent-card`** — Bottom-right floating dark cookie banner. Background `{colors.surface-dark}`, text `{colors.on-dark}`, rounded `{rounded.lg}`, padding `{spacing.lg}` (24px). One of the few places dark surface appears at small scale on cream pages.
### Tags / Badges
**`badge-pill`** — Small pill label used for category tags. Background `{colors.surface-card}`, text `{colors.ink}`, type `{typography.caption}` (13px / 500), rounded `{rounded.pill}`, padding 4px × 12px.
**`badge-coral`** — Coral-fill badge for "NEW", "BETA", featured highlights. Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.caption-uppercase}` (12px / 500 / 1.5px tracking), rounded `{rounded.pill}`, padding 4px × 12px.
### Tab / Filter
**`category-tab`** + **`category-tab-active`** — Used in sub-nav rows on solutions / connectors pages. Inactive: transparent background, `{colors.muted}` text. Active: `{colors.surface-card}` background, `{colors.ink}` text. Padding 8px × 14px, rounded `{rounded.md}`.
### CTA / Footer
**`cta-band-coral`** — A pre-footer "Try Claude" CTA card. Full-width coral fill, white type, rounded `{rounded.lg}`, padding 64px. Carries an h2 in `{typography.display-sm}` (still serif!), a sub-line, and a cream-button CTA.
**`cta-band-dark`** — Alternative pre-footer band on developer-focused pages. Background `{colors.surface-dark}`, text `{colors.on-dark}`, rounded `{rounded.lg}`, padding 64px. Often pairs with a code-window card.
**`footer`** — Dark navy footer that closes every page. Background `{colors.surface-dark}` (#181715), text `{colors.on-dark-soft}`. 4-column link list at desktop covering Product / Company / Resources / Legal. Vertical padding 64px. The Anthropic spike-mark + "Anthropic" wordmark sits at the top in `{colors.on-dark}`. The footer never inverts.
## Do's and Don'ts
### Do
- Anchor every page on the cream canvas. Pure white reads as "any other AI tool"; the warm tint is the brand differentiator.
- Use Copernicus serif for every display headline. Pair with StyreneB sans body. Negative letter-spacing on display sizes is non-negotiable.
- Reserve `{colors.primary}` (coral) for primary CTAs and full-bleed `{component.callout-card-coral}` moments. Don't paint accent moments coral elsewhere.
- Use `{component.product-mockup-card-dark}` and `{component.code-window-card}` to show actual Claude product chrome. Don't paint marketing illustrations of code when you can show real code.
- Pair `{component.feature-card}` (cream) with `{component.product-mockup-card-dark}` (navy) in alternating bands. The cream-to-dark rhythm is the brand's pacing mechanism.
- Use the Anthropic spike-mark glyph as the brand wordmark prefix. Never invert the mark to white-on-dark within the wordmark itself.
- Apply `{spacing.section}` (96px) between major bands.
### Don't
- Don't use cool grays or pure white for canvas. Cream is the brand.
- Don't bold serif display weight. Copernicus at 700 reads as bombastic; the system stays at 400.
- Don't use cool blue or saturated cyan as a brand accent. The coral is the brand voltage.
- Don't put coral everywhere. The coral is scarce on individual elements and generous only on full-bleed coral callout cards.
- Don't use Inter for display headlines. The serif character is the brand voice.
- Don't repeat the same surface mode in two consecutive bands. The pacing alternates: cream → cream-card → dark-mockup → cream → coral-callout → dark-footer.
- Don't add hover state styling beyond what the system already encodes — primary darkens on press; nothing else changes.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 768px | Hamburger nav; hero h1 64→32px; hero-illustration-card stacks below content; feature grids 1-up; connector tiles 2-up; pricing 1-up; footer 4 cols → 1 |
| Tablet | 7681024px | Top nav stays horizontal but tightens; feature cards 2-up; connector tiles 3-up; pricing 2-up |
| Desktop | 10241440px | Full top-nav with all menu items; 3-up feature cards; 4-up or 6-up connector tiles; 3-up pricing tiers |
| Wide | > 1440px | Same as desktop with more outer breathing room; max content width caps at 1200px |
### Touch Targets
- `{component.button-primary}` at minimum 40 × 40px.
- `{component.button-icon-circular}` at exactly 36 × 36 — slightly under WCAG 44 but visually centered.
- `{component.text-input}` height is 40px.
- Connector tile entire card area is tappable; effective tap area >> 44px.
### Collapsing Strategy
- Top nav collapses to hamburger at < 768px; menu opens as a full-screen cream sheet.
- Hero band's 6-6 grid collapses to single-column on mobile — h1 + sub-head + buttons first, then the illustration / mockup card below.
- Feature grids reduce columns rather than scaling cards down.
- Pricing tier cards collapse 4 → 2 → 1; featured-tier dark surface stays visually distinct at every breakpoint.
- Code-window cards retain code legibility at every breakpoint by allowing horizontal scroll within the card rather than wrapping code lines.
### Image Behavior
- Code blocks inside dark mockups stay at fixed font-size; horizontal scroll on mobile rather than wrapping.
- Hero illustrations scale proportionally; line-art strokes thin slightly on mobile.
- Avatar photos in testimonials crop to circles at every breakpoint.
## Iteration Guide
1. Focus on ONE component at a time. Reference its YAML key (`{component.feature-card}`, `{component.code-window-card}`).
2. Variants of an existing component (`-active`, `-disabled`, `-focused`) live as separate entries in `components:`.
3. Use `{token.refs}` everywhere — never inline hex.
4. Never document hover. Default and Active/Pressed states only.
5. Display headlines stay Copernicus serif 400 with negative tracking. Body stays StyreneB / Inter 400. The split is unbreakable.
6. Cream + coral + dark navy is the trinity. Don't introduce a fourth surface tone (no purple cards, no green sections).
7. When in doubt about emphasis: bigger Copernicus serif before bolder weight.
## Known Gaps
- Copernicus and StyreneB are licensed Anthropic typefaces and not available as public web fonts. Substitutes (Tiempos Headline / Cormorant Garamond / EB Garamond for serif; Inter / Söhne for sans) are documented in the typography section.
- The Anthropic radial-spike-mark is a brand glyph rendered as inline SVG; it's not formalized as a system token here. Treat it as a logo asset.
- Animation and transition timings (chat message reveal, code block typewriter effect on the homepage, agentic-flow diagram animations) are not in scope.
- Form validation states beyond `{component.text-input-focused}` are not extracted — error / success states would need a sign-up or feedback flow to confirm.
- The actual Claude product surface (claude.ai chat interface) shares some tokens with the marketing site but adds many product-specific components (chat bubbles, message tools, file upload chips, conversation history sidebar) that are out of scope for this marketing-surface document.
- The "agent" / "computer use" demo cards on certain pages display animated Claude controlling a browser — the static screenshot doesn't fully capture the animation chrome.
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# Claude Inspired Design System
# Claude Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/claude/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Clay-design-analysis
description: A vibrant claymation-meets-data interface for Clay.com (GTM data-orchestration platform). Anchors on white canvas with dark-navy primary CTAs, custom rounded display type, and saturated single-color feature cards — hot pink, deep teal, lavender, peach, ochre — that punctuate long-scroll explainer pages. Brand voltage comes from 3D-rendered claymation illustrations (mountains, characters, mascots) used as full-bleed hero artifacts and the bright multi-color card surfaces showing product UI fragments.
colors:
primary: "#0a0a0a"
primary-active: "#1f1f1f"
primary-disabled: "#e5e5e5"
ink: "#0a0a0a"
body: "#3a3a3a"
body-strong: "#1a1a1a"
muted: "#6a6a6a"
muted-soft: "#9a9a9a"
hairline: "#e5e5e5"
hairline-soft: "#f0f0f0"
canvas: "#fffaf0"
surface-soft: "#faf5e8"
surface-card: "#f5f0e0"
surface-strong: "#ebe6d6"
surface-dark: "#0a1a1a"
surface-dark-elevated: "#1a2a2a"
on-primary: "#ffffff"
on-dark: "#ffffff"
on-dark-soft: "#a0a0a0"
brand-pink: "#ff4d8b"
brand-teal: "#1a3a3a"
brand-lavender: "#b8a4ed"
brand-peach: "#ffb084"
brand-ochre: "#e8b94a"
brand-mint: "#a4d4c5"
brand-coral: "#ff6b5a"
success: "#22c55e"
warning: "#f59e0b"
error: "#ef4444"
typography:
display-xl:
fontFamily: "Plain Black, Inter, sans-serif"
fontSize: 72px
fontWeight: 500
lineHeight: 1
letterSpacing: -2.5px
display-lg:
fontFamily: "Plain Black, Inter, sans-serif"
fontSize: 56px
fontWeight: 500
lineHeight: 1.05
letterSpacing: -2px
display-md:
fontFamily: "Plain Black, Inter, sans-serif"
fontSize: 40px
fontWeight: 500
lineHeight: 1.1
letterSpacing: -1px
display-sm:
fontFamily: "Plain Black, Inter, sans-serif"
fontSize: 32px
fontWeight: 500
lineHeight: 1.15
letterSpacing: -0.5px
title-lg:
fontFamily: "Inter, sans-serif"
fontSize: 24px
fontWeight: 600
lineHeight: 1.3
letterSpacing: -0.3px
title-md:
fontFamily: "Inter, sans-serif"
fontSize: 18px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0
title-sm:
fontFamily: "Inter, sans-serif"
fontSize: 16px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0
body-md:
fontFamily: "Inter, sans-serif"
fontSize: 16px
fontWeight: 400
lineHeight: 1.55
letterSpacing: 0
body-sm:
fontFamily: "Inter, sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.55
letterSpacing: 0
caption:
fontFamily: "Inter, sans-serif"
fontSize: 13px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
caption-uppercase:
fontFamily: "Inter, sans-serif"
fontSize: 12px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 1.5px
button:
fontFamily: "Inter, sans-serif"
fontSize: 14px
fontWeight: 600
lineHeight: 1
letterSpacing: 0
nav-link:
fontFamily: "Inter, sans-serif"
fontSize: 14px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
rounded:
xs: 6px
sm: 8px
md: 12px
lg: 16px
xl: 24px
pill: 9999px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 24px
xl: 32px
xxl: 48px
section: 96px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 12px 20px
height: 44px
button-primary-active:
backgroundColor: "{colors.primary-active}"
textColor: "{colors.on-primary}"
rounded: "{rounded.md}"
button-primary-disabled:
backgroundColor: "{colors.primary-disabled}"
textColor: "{colors.muted}"
rounded: "{rounded.md}"
button-secondary:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 12px 20px
height: 44px
button-on-color:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 12px 20px
height: 44px
button-text-link:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.button}"
text-link:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.body-md}"
top-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.nav-link}"
height: 64px
hero-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-xl}"
padding: 96px
hero-illustration-card:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
rounded: "{rounded.xl}"
feature-card-pink:
backgroundColor: "{colors.brand-pink}"
textColor: "{colors.on-primary}"
typography: "{typography.title-md}"
rounded: "{rounded.xl}"
padding: 32px
feature-card-teal:
backgroundColor: "{colors.brand-teal}"
textColor: "{colors.on-dark}"
typography: "{typography.title-md}"
rounded: "{rounded.xl}"
padding: 32px
feature-card-lavender:
backgroundColor: "{colors.brand-lavender}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.xl}"
padding: 32px
feature-card-peach:
backgroundColor: "{colors.brand-peach}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.xl}"
padding: 32px
feature-card-ochre:
backgroundColor: "{colors.brand-ochre}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.xl}"
padding: 32px
feature-card-cream:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.xl}"
padding: 32px
product-mockup-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.lg}"
padding: 24px
testimonial-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 24px
pricing-tier-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.title-lg}"
rounded: "{rounded.lg}"
padding: 32px
pricing-tier-card-featured:
backgroundColor: "{colors.brand-teal}"
textColor: "{colors.on-dark}"
typography: "{typography.title-lg}"
rounded: "{rounded.lg}"
padding: 32px
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 12px 16px
height: 44px
text-input-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.md}"
category-tab:
backgroundColor: transparent
textColor: "{colors.muted}"
typography: "{typography.nav-link}"
rounded: "{rounded.pill}"
padding: 8px 16px
category-tab-active:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.nav-link}"
rounded: "{rounded.pill}"
badge-pill:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.caption}"
rounded: "{rounded.pill}"
padding: 4px 12px
expert-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.lg}"
padding: 24px
cta-band-illustrated:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.display-md}"
rounded: "{rounded.xl}"
padding: 80px
footer:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.body}"
typography: "{typography.body-sm}"
padding: 80px
---
## Overview
Clay.com is the most playful B2B SaaS interface in the GTM-data category. The base atmosphere is **cream-tinted white canvas** (`{colors.canvas}`#fffaf0) holding dark-navy ink type and **3D-rendered claymation illustrations** (mountains, mascot characters, peach/ochre/lavender landscapes) as the dominant brand voltage. Where most data-platform brands play it cool with grids and gradients, Clay leans hard into hand-crafted-looking 3D illustrations and saturated single-color feature cards.
Type voice runs **Plain Black** (or substituted with Inter weight 500-600) — a custom rounded display face used at very large sizes (72px hero) with negative letter-spacing. Body type uses Inter at standard weights. The display weight stays at 500, never bolder — the rounded character of the typeface gives it warmth without needing weight.
Component voltage comes from **saturated single-color feature cards** in a 6-color palette: hot pink, deep teal, lavender, peach, ochre, and cream-card. Each card shows product UI fragments at small scale — Claygent agent runs, sequencer flows, CRM enrichment outputs. The colored card IS the primary visual element on every long-scroll page.
**Key Characteristics:**
- Cream-tinted white canvas (`{colors.canvas}`#fffaf0). The warmth differentiates Clay from cool-gray competitor sites.
- Dark navy/black primary CTAs (`{colors.primary}`#0a0a0a). Buttons rounded `{rounded.md}` (12px) — friendly modern but not pill.
- 6-color saturated feature card palette: `{colors.brand-pink}`, `{colors.brand-teal}`, `{colors.brand-lavender}`, `{colors.brand-peach}`, `{colors.brand-ochre}`, `{colors.surface-card}` (cream).
- 3D claymation illustrations (mountains, characters, abstract shapes) as full-bleed hero artifacts — the brand's most-recognized visual element.
- Custom rounded Plain Black display typeface at 500 weight with -1 to -2.5px letter-spacing on display sizes.
- Border radius is generous: `{rounded.md}` (12px) for buttons + inputs, `{rounded.lg}` (16px) for content cards, `{rounded.xl}` (24px) for feature cards. The bigger radius matches the rounded display type's character.
- Product UI fragments embedded inside colored cards at small scale — agent run logs, sequencer flows, enrichment results.
- Section rhythm `{spacing.section}` (96px) between major bands.
- Footer is cream-tinted (`{colors.surface-soft}`) — Clay does NOT use a dark footer. Even the closing band stays warm-light.
## Colors
### Brand & Accent
- **Primary** (`{colors.primary}`#0a0a0a): All primary CTAs, h1/h2 ink type. Near-black with slight warmth.
- **Brand Pink** (`{colors.brand-pink}`#ff4d8b): Hot-pink feature card surface. Sequencer / outbound feature pages.
- **Brand Teal** (`{colors.brand-teal}`#1a3a3a): Deep teal-green feature card. Often the featured pricing tier.
- **Brand Lavender** (`{colors.brand-lavender}`#b8a4ed): Soft lavender feature card.
- **Brand Peach** (`{colors.brand-peach}`#ffb084): Warm peach feature card.
- **Brand Ochre** (`{colors.brand-ochre}`#e8b94a): Mustard / ochre feature card and illustration accents.
- **Brand Mint** (`{colors.brand-mint}`#a4d4c5): Mint accent on illustrations and small badges.
- **Brand Coral** (`{colors.brand-coral}`#ff6b5a): Coral accent for highlights.
### Surface
- **Canvas** (`{colors.canvas}`#fffaf0): The default page floor. Cream-tinted white.
- **Surface Soft** (`{colors.surface-soft}`#faf5e8): Footer and CTA-band background.
- **Surface Card** (`{colors.surface-card}`#f5f0e0): Cream feature cards, testimonial cards.
- **Surface Strong** (`{colors.surface-strong}`#ebe6d6): Stronger cream for emphasized bands.
- **Surface Dark** (`{colors.surface-dark}`#0a1a1a): Dark teal-tinted near-black for occasional dark cards (rare).
- **Surface Dark Elevated** (`{colors.surface-dark-elevated}`#1a2a2a): Elevated dark cards.
- **Hairline** (`{colors.hairline}`#e5e5e5): 1px borders on cards and inputs.
### Text
- **Ink** (`{colors.ink}`#0a0a0a): Headlines and primary text.
- **Body Strong** (`{colors.body-strong}`#1a1a1a): Emphasized body, lead paragraphs.
- **Body** (`{colors.body}`#3a3a3a): Default running-text.
- **Muted** (`{colors.muted}`#6a6a6a): Sub-headings, breadcrumbs, footer body.
- **Muted Soft** (`{colors.muted-soft}`#9a9a9a): Captions, fine-print.
- **On Primary / On Dark** (`{colors.on-primary}`#ffffff): Text on primary buttons + dark feature cards (teal).
### Semantic
- **Success** (`{colors.success}`#22c55e): Success states.
- **Warning** (`{colors.warning}`#f59e0b): Warning callouts.
- **Error** (`{colors.error}`#ef4444): Validation errors.
## Typography
### Font Family
The system runs **Plain Black** (a custom rounded display face) for headlines and **Inter** for body, navigation, and UI. Plain Black at weight 500 with negative letter-spacing handles every display headline; Inter handles the rest. The fallback stack walks `Inter, -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, sans-serif` for both.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 72px | 500 | 1.0 | -2.5px | Homepage h1 ("Go to market with unique data") — Plain Black |
| `{typography.display-lg}` | 56px | 500 | 1.05 | -2px | Section heads — Plain Black |
| `{typography.display-md}` | 40px | 500 | 1.1 | -1px | Sub-section heads, product names |
| `{typography.display-sm}` | 32px | 500 | 1.15 | -0.5px | CTA-band heads, feature card titles |
| `{typography.title-lg}` | 24px | 600 | 1.3 | -0.3px | Pricing plan names, larger feature titles |
| `{typography.title-md}` | 18px | 600 | 1.4 | 0 | Card titles, intro paragraphs |
| `{typography.title-sm}` | 16px | 600 | 1.4 | 0 | Small card titles, list labels |
| `{typography.body-md}` | 16px | 400 | 1.55 | 0 | Default running-text |
| `{typography.body-sm}` | 14px | 400 | 1.55 | 0 | Footer body, fine-print |
| `{typography.caption}` | 13px | 500 | 1.4 | 0 | Badge labels, captions |
| `{typography.caption-uppercase}` | 12px | 600 | 1.4 | 1.5px | Section labels, "FEATURED" badges |
| `{typography.button}` | 14px | 600 | 1.0 | 0 | Standard button labels |
| `{typography.nav-link}` | 14px | 500 | 1.4 | 0 | Top-nav menu items |
### Principles
Plain Black at weight 500 + negative letter-spacing IS the brand voice. Going to weight 700 reads as bombastic; the rounded character of the typeface adds warmth that bolder weight would flatten.
The body-vs-display split is functional: Plain Black for Plain Black moments (headlines), Inter for everything else (running text, UI, buttons). Mixing them is a system violation.
### Note on Font Substitutes
If Plain Black is unavailable, **Inter** at weight 500 with -0.05em letter-spacing is a usable approximation. **Söhne Breit** at weight Buch is an alternative if licensed. **Recoleta** at weight 500 carries similar rounded-display warmth.
## Layout
### Spacing System
- **Base unit:** 4px.
- **Tokens:** `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 16px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 96px.
- **Section padding:** `{spacing.section}` (96px) between major editorial bands.
- **Card internal padding:** `{spacing.xl}` (32px) for feature cards and pricing tiers; `{spacing.lg}` (24px) for testimonial and product mockup cards.
### Grid & Container
- **Max content width:** ~1280px centered.
- **Editorial body:** Single 12-column grid; hero often uses 7/5 split (h1 left, illustration right).
- **Feature card grids:** 3-up at desktop, 2-up at tablet, 1-up at mobile.
- **Pricing grid:** 3-4 up at desktop, 1-up at mobile.
### Whitespace Philosophy
Clay uses generous whitespace around big rounded display headlines and saturated feature cards. The cream canvas + colored cards + 3D illustrations create a playful warmth that competing data-platform sites lack.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| Flat | No shadow, no border | Body sections, top nav, hero |
| Soft hairline | 1px `{colors.hairline}` border | Inputs, small content cards |
| Saturated card | Brand pink/teal/lavender/peach/ochre fill — no shadow | Feature cards |
| Cream card | `{colors.surface-card}` background — no shadow | Testimonial, secondary cards |
| Subtle drop shadow | Faint shadow at low alpha | Hover-elevated states (rare) |
The system uses no heavy shadows. Depth comes from the saturated color contrast between cream canvas and bright feature cards.
### Decorative Depth
- **3D claymation illustrations** — mountains, characters, mascots rendered in a hand-crafted 3D style. The brand's most-recognized depth element. Not a token — these are illustrated assets.
- **Mascot characters** appear as inline figures in feature cards and CTAs.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 6px | Small badges, dropdown items |
| `{rounded.sm}` | 8px | Small buttons, hairline-border accent |
| `{rounded.md}` | 12px | Standard CTA buttons, text inputs |
| `{rounded.lg}` | 16px | Content cards, testimonial cards, pricing tiers |
| `{rounded.xl}` | 24px | Feature cards (the saturated brand-color cards) |
| `{rounded.pill}` | 9999px | Category tabs, badge pills |
| `{rounded.full}` | 9999px / 50% | Avatars, icon buttons |
## Components
### Top Navigation
**`top-nav`** — Cream nav bar pinned to top. 64px tall, `{colors.canvas}` background. Carries the Clay logo + wordmark at left, primary horizontal menu (Product, Solutions, Resources, Pricing, Customers) center, right-side cluster with "Sign in" + "Try free" `{component.button-primary}`. Menu items in `{typography.nav-link}` (Inter 14px / 500).
### Buttons
**`button-primary`** — Background `{colors.primary}` (near-black), text `{colors.on-primary}` (white), type `{typography.button}` (Inter 14px / 600), padding 12px × 20px, height 44px, rounded `{rounded.md}` (12px).
**`button-secondary`** — Cream button with hairline outline. Background `{colors.canvas}`, text `{colors.ink}`, 1px hairline border.
**`button-on-color`** — White button used over saturated brand-color feature cards. Same shape as primary but inverted (white background, ink text).
**`button-text-link`** — Inline text button, no background. Used for "Sign in" and inline link CTAs.
**`text-link`** — Inline body links in `{colors.ink}` with underline.
### Cards & Containers
**`hero-band`** — Cream-canvas hero with 7-5 grid: h1 + sub-headline + button row on the left, 3D claymation illustration on the right. Vertical padding `{spacing.section}` (96px).
**`hero-illustration-card`** — Right-side artifact holding 3D claymation illustration (mountains, mascot character, abstract shapes). Background `{colors.surface-soft}`, rounded `{rounded.xl}` (24px). The illustration IS the artifact.
**`feature-card-pink`** / **`feature-card-teal`** / **`feature-card-lavender`** / **`feature-card-peach`** / **`feature-card-ochre`** — Saturated single-color feature cards. Background varies per variant; rounded `{rounded.xl}` (24px); padding `{spacing.xl}` (32px). Each card carries an h3 in `{typography.title-md}`, a body description, and a product UI fragment or mascot illustration. Text color flips to `{colors.on-dark}` (white) on pink and teal cards, `{colors.ink}` (dark) on lavender/peach/ochre cards (the lighter saturations have enough contrast for dark text).
**`feature-card-cream`** — Lower-key feature card variant on `{colors.surface-card}`. Used for less-emphasized features that don't warrant a saturated color.
**`product-mockup-card`** — Card showing actual Clay product UI (Claygent agent runs, sequencer flows, CRM enrichment tables). Background `{colors.canvas}` with hairline border, rounded `{rounded.lg}`, padding `{spacing.lg}` (24px).
**`testimonial-card`** — Customer quote cards. Background `{colors.surface-card}` (cream), rounded `{rounded.lg}`, padding `{spacing.lg}` (24px). Top row has avatar + name + role; below sits the testimonial in `{typography.body-md}`.
**`pricing-tier-card`** — Standard tier card. Background `{colors.canvas}` with hairline, rounded `{rounded.lg}`, padding `{spacing.xl}` (32px).
**`pricing-tier-card-featured`** — The featured tier flips to `{colors.brand-teal}` (deep teal-green). The teal surface IS the featured signal.
**`expert-card`** — Used on /experts page. Background `{colors.canvas}` with hairline, rounded `{rounded.lg}`, padding `{spacing.lg}`. Carries an avatar at top, expert name, specialization, and a "Book session" link.
### Inputs & Forms
**`text-input`** — Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body-md}`, rounded `{rounded.md}` (12px), padding 12px × 16px, height 44px. 1px hairline border.
**`text-input-focused`** — Border thickens to ink for emphasis.
### Tabs / Badges
**`category-tab`** + **`category-tab-active`** — Pill-shaped tabs in sub-nav. Inactive: transparent + muted text. Active: cream-card background + ink text. Padding 8px × 16px.
**`badge-pill`** — Small cream-fill pill labels in `{typography.caption}` (13px / 500), rounded `{rounded.pill}`.
### CTA / Footer
**`cta-band-illustrated`** — Pre-footer "Turn your growth ideas into reality today" band. Background `{colors.surface-soft}`, rounded `{rounded.xl}`, padding 80px. Carries an h2 in `{typography.display-md}`, a sub-line, and a `{component.button-primary}` — usually paired with a 3D illustration of a mascot or scene.
**`footer`** — Cream-tinted footer (NOT dark navy unlike most SaaS sites). Background `{colors.surface-soft}`, text `{colors.body}`. 4-column link list. Vertical padding 80px. Often features a horizon-style 3D mountain illustration at the very bottom — Clay's signature footer mountain.
## Do's and Don'ts
### Do
- Anchor every page on the cream canvas (`{colors.canvas}`#fffaf0). The warm tint differentiates Clay from cool-gray data sites.
- Use 3D claymation illustrations as hero artifacts. Hand-crafted 3D characters and mountains ARE the brand.
- Cycle saturated feature cards across the page — pink → teal → lavender → peach → ochre → cream. Repeating the same color twice in a row reads as off-rhythm.
- Use Plain Black at weight 500 with negative letter-spacing on every display headline.
- Show product UI fragments inside saturated feature cards. The brand voltage is product-driven, not abstract.
- Use cream footer (NOT dark). Clay deliberately closes pages with warm cream rather than the standard dark-footer SaaS template.
- Anchor every band with `{spacing.section}` (96px) vertical rhythm.
### Don't
- Don't use cool grays for canvas. The cream tint is non-negotiable.
- Don't use a 7th brand-color card. The 6-color palette is saturated enough.
- Don't bold display weight beyond 500. Plain Black at 700 reads as bombastic.
- Don't repeat the same brand-color card twice in a row.
- Don't replace claymation illustrations with flat vector art. The hand-crafted 3D character IS the brand voice.
- Don't use a dark footer. The cream footer is part of the system's warm-throughout pacing.
- Don't add hover state styling beyond what the system already encodes.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 768px | Hamburger nav; hero h1 72→36px; hero-illustration-card stacks below; feature grids 1-up; pricing 1-up |
| Tablet | 7681024px | Top nav tightens; feature cards 2-up; pricing 2-up |
| Desktop | 10241440px | Full top-nav; 3-up feature cards; 3-up pricing tiers |
| Wide | > 1440px | Same as desktop with more breathing room; max content 1280px |
### Touch Targets
- `{component.button-primary}` at minimum 44 × 44px (matches WCAG AAA).
- `{component.text-input}` height is 44px.
### Collapsing Strategy
- Top nav collapses to hamburger at < 768px.
- Hero 7-5 grid → single-column on mobile.
- Feature card grids reduce columns rather than scaling.
- Saturated feature cards retain their colored fill at every breakpoint.
- Pricing tier cards collapse 4 → 2 → 1.
## Iteration Guide
1. Focus on ONE component at a time. Reference its YAML key (`{component.feature-card-pink}`, `{component.pricing-tier-card-featured}`).
2. Pick the right brand-color card for the feature: pink for outbound/sequencer, teal for enterprise/featured, lavender for AI-agent products, peach for general SaaS warmth, ochre for community / experts.
3. Variants of an existing component (`-active`, `-disabled`) live as separate entries.
4. Use `{token.refs}` everywhere — never inline hex.
5. Never document hover.
6. Display headlines stay Plain Black 500 with negative letter-spacing. Body stays Inter 400.
7. The cream-throughout palette is a system contract — don't add a dark footer.
## Known Gaps
- Plain Black is licensed to Clay and not available as a public web font; Inter weight 500 with negative letter-spacing is the closest substitute.
- 3D claymation illustrations are commissioned assets, not system tokens — they're rendered per-page.
- The mascot characters (named characters that recur across the site) are illustrated assets; their exact lineage and naming are not formalized in tokens.
- Animation and transition timings (3D illustration parallax on scroll, feature card entrance animations) are not in scope.
- Form validation states beyond `{component.text-input-focused}` are not extracted.
- The actual Clay product surface (in-app data tables, formula editor, agent builder) shares some tokens with the marketing site but adds many product-specific components that are out of scope.
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# Clay Inspired Design System
# Clay Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/clay/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: ClickHouse-design-analysis
description: A high-performance database interface anchored on near-pure black canvas with electric yellow as the brand voltage. White typography in confident sans, yellow CTAs, and yellow-text stat numbers carry the brand voice across every page. Code blocks and product UI fragments embed directly in dark cards. The yellow + black pairing (and yellow used scarcely as accent) is the system's signature — brand identity without atmospheric decoration.
colors:
primary: "#faff69"
primary-active: "#e6eb52"
primary-disabled: "#3a3a1f"
ink: "#ffffff"
body: "#cccccc"
body-strong: "#e6e6e6"
muted: "#888888"
muted-soft: "#5a5a5a"
hairline: "#2a2a2a"
hairline-strong: "#3a3a3a"
canvas: "#0a0a0a"
surface-soft: "#121212"
surface-card: "#1a1a1a"
surface-elevated: "#242424"
surface-yellow-band: "#faff69"
on-primary: "#0a0a0a"
on-dark: "#ffffff"
on-yellow: "#0a0a0a"
accent-emerald: "#22c55e"
accent-rose: "#ef4444"
accent-blue: "#3b82f6"
success: "#22c55e"
warning: "#f59e0b"
error: "#ef4444"
typography:
display-xl:
fontFamily: "Inter, sans-serif"
fontSize: 72px
fontWeight: 700
lineHeight: 1.05
letterSpacing: -2.5px
display-lg:
fontFamily: "Inter, sans-serif"
fontSize: 56px
fontWeight: 700
lineHeight: 1.1
letterSpacing: -2px
display-md:
fontFamily: "Inter, sans-serif"
fontSize: 40px
fontWeight: 700
lineHeight: 1.15
letterSpacing: -1.5px
display-sm:
fontFamily: "Inter, sans-serif"
fontSize: 32px
fontWeight: 700
lineHeight: 1.2
letterSpacing: -1px
title-lg:
fontFamily: "Inter, sans-serif"
fontSize: 24px
fontWeight: 700
lineHeight: 1.3
letterSpacing: -0.3px
title-md:
fontFamily: "Inter, sans-serif"
fontSize: 18px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0
title-sm:
fontFamily: "Inter, sans-serif"
fontSize: 16px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0
stat-display:
fontFamily: "Inter, sans-serif"
fontSize: 56px
fontWeight: 700
lineHeight: 1.0
letterSpacing: -1.5px
body-md:
fontFamily: "Inter, sans-serif"
fontSize: 16px
fontWeight: 400
lineHeight: 1.55
letterSpacing: 0
body-sm:
fontFamily: "Inter, sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.55
letterSpacing: 0
caption:
fontFamily: "Inter, sans-serif"
fontSize: 13px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
caption-uppercase:
fontFamily: "Inter, sans-serif"
fontSize: 12px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 1.5px
code:
fontFamily: "JetBrains Mono, ui-monospace, monospace"
fontSize: 14px
fontWeight: 400
lineHeight: 1.55
letterSpacing: 0
button:
fontFamily: "Inter, sans-serif"
fontSize: 14px
fontWeight: 600
lineHeight: 1
letterSpacing: 0
nav-link:
fontFamily: "Inter, sans-serif"
fontSize: 14px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
rounded:
xs: 4px
sm: 6px
md: 8px
lg: 12px
pill: 9999px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 24px
xl: 32px
xxl: 48px
section: 96px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 12px 20px
height: 40px
button-primary-active:
backgroundColor: "{colors.primary-active}"
textColor: "{colors.on-primary}"
rounded: "{rounded.md}"
button-primary-disabled:
backgroundColor: "{colors.primary-disabled}"
textColor: "{colors.muted}"
rounded: "{rounded.md}"
button-secondary:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 12px 20px
height: 40px
button-text-link:
backgroundColor: transparent
textColor: "{colors.on-dark}"
typography: "{typography.button}"
button-icon-circular:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
rounded: "{rounded.full}"
size: 36px
text-link:
backgroundColor: transparent
textColor: "{colors.primary}"
typography: "{typography.body-md}"
top-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.on-dark}"
typography: "{typography.nav-link}"
height: 64px
hero-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.on-dark}"
typography: "{typography.display-xl}"
padding: 96px
hero-stat-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.primary}"
typography: "{typography.stat-display}"
feature-card-yellow:
backgroundColor: "{colors.surface-yellow-band}"
textColor: "{colors.on-yellow}"
typography: "{typography.title-md}"
rounded: "{rounded.lg}"
padding: 32px
feature-card-dark:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
typography: "{typography.title-md}"
rounded: "{rounded.lg}"
padding: 32px
code-window-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
typography: "{typography.code}"
rounded: "{rounded.lg}"
padding: 24px
product-mockup-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
typography: "{typography.title-md}"
rounded: "{rounded.lg}"
padding: 24px
pricing-tier-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
typography: "{typography.title-lg}"
rounded: "{rounded.lg}"
padding: 32px
pricing-tier-card-featured:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.title-lg}"
rounded: "{rounded.lg}"
padding: 32px
stat-callout:
backgroundColor: transparent
textColor: "{colors.primary}"
typography: "{typography.stat-display}"
cta-band-yellow:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.display-md}"
rounded: "{rounded.lg}"
padding: 64px
text-input:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 10px 14px
height: 40px
text-input-focused:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
rounded: "{rounded.md}"
category-tab:
backgroundColor: transparent
textColor: "{colors.muted}"
typography: "{typography.nav-link}"
rounded: "{rounded.md}"
padding: 8px 14px
category-tab-active:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
typography: "{typography.nav-link}"
rounded: "{rounded.md}"
badge-pill:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
typography: "{typography.caption}"
rounded: "{rounded.pill}"
padding: 4px 12px
badge-yellow:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.caption-uppercase}"
rounded: "{rounded.pill}"
padding: 4px 12px
events-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
typography: "{typography.title-md}"
rounded: "{rounded.lg}"
padding: 24px
customer-logo-strip:
backgroundColor: "{colors.canvas}"
textColor: "{colors.muted}"
typography: "{typography.body-md}"
padding: 32px
footer:
backgroundColor: "{colors.canvas}"
textColor: "{colors.muted}"
typography: "{typography.body-sm}"
padding: 64px
---
## Overview
ClickHouse's marketing surface is the highest-contrast interface in the database / data-platform category. The base atmosphere is **near-pure black canvas** (`{colors.canvas}`#0a0a0a) with **electric yellow** (`{colors.primary}`#faff69) as the singular brand voltage. The yellow handles every primary CTA, every stat-callout number, every "GET STARTED" badge — used scarcely on individual elements but generously on full-bleed yellow CTA cards. White typography in confident weight-700 sans-serif anchors the editorial body.
The yellow + black pairing is what makes ClickHouse instantly recognizable. Where Snowflake uses cool blue gradients and Databricks uses red + slate, ClickHouse leans hard into one electric yellow that does all the brand work. Code blocks, terminal output, and product UI fragments embed directly in dark `{colors.surface-card}` (#1a1a1a) cards across every page.
Type voice runs **Inter** at confident weights — 700 for display headlines (with negative letter-spacing -1 to -2.5px), 600 for sub-titles and buttons, 400 for body. The system has no display-serif counter-voice; everything is one geometric humanist sans, scaled and weighted for hierarchy.
**Key Characteristics:**
- Near-pure black canvas (`{colors.canvas}`#0a0a0a) with white type. The system has no light-mode marketing surface.
- Electric yellow primary (`{colors.primary}`#faff69). Used on primary CTAs, large stat-callout numbers ("2.8k+", "74k+"), and full-bleed yellow CTA bands.
- Inter at weight 700 for display, weight 600 for sub-titles + buttons, weight 400 for body. No serif counterpoint.
- Dark surface cards (`{colors.surface-card}`#1a1a1a) for feature cards, code windows, and product mockups. Cards barely lighter than canvas — color-block contrast is subtle.
- Code blocks render in JetBrains Mono inside `{colors.surface-card}`. SQL syntax-highlighted in muted blues / yellows / grays.
- Stat numbers in yellow + sans-700 + huge size carry the credibility moment ("779+", "2.8k+", "47k+" community / contributor / star counts).
- Border radius is hierarchical: `{rounded.md}` (8px) for buttons, `{rounded.lg}` (12px) for content cards. No pill except in tag badges.
- Section rhythm `{spacing.section}` (96px) between major editorial bands.
## Colors
### Brand & Accent
- **Primary (Electric Yellow)** (`{colors.primary}`#faff69): The signature brand color. All primary CTA backgrounds, large stat-callout numbers, full-bleed yellow CTA cards. The yellow is the brand.
- **Primary Active** (`{colors.primary-active}`#e6eb52): Press / hover-darker variant.
- **Primary Disabled** (`{colors.primary-disabled}`#3a3a1f): Desaturated dark-yellow on dark canvas.
### Surface
- **Canvas** (`{colors.canvas}`#0a0a0a): The default page floor. Near-pure black.
- **Surface Soft** (`{colors.surface-soft}`#121212): Section dividers, very-soft band tints.
- **Surface Card** (`{colors.surface-card}`#1a1a1a): Feature cards, code windows, product mockups, pricing tier cards.
- **Surface Elevated** (`{colors.surface-elevated}`#242424): Nested cards inside larger dark cards.
- **Surface Yellow Band** (`{colors.surface-yellow-band}`#faff69): The yellow CTA card / band fill — same hex as primary.
- **Hairline** (`{colors.hairline}`#2a2a2a): 1px borders on cards.
- **Hairline Strong** (`{colors.hairline-strong}`#3a3a3a): Heavier divider on input underlines and emphasis.
### Text
- **Ink / On Dark** (`{colors.on-dark}`#ffffff): All headline and primary text.
- **Body** (`{colors.body}`#cccccc): Default running-text color.
- **Body Strong** (`{colors.body-strong}`#e6e6e6): Emphasized paragraphs.
- **Muted** (`{colors.muted}`#888888): Footer links, captions, breadcrumbs.
- **Muted Soft** (`{colors.muted-soft}`#5a5a5a): Tertiary text — fine print.
- **On Primary / On Yellow** (`{colors.on-primary}` / `{colors.on-yellow}`#0a0a0a): Black text on yellow CTAs and yellow CTA bands. The high-contrast yellow + black combo is the brand action signal.
### Semantic / Accent
- **Accent Emerald** (`{colors.accent-emerald}`#22c55e): Success states, "active" status indicators in product UI.
- **Accent Rose** (`{colors.accent-rose}`#ef4444): Error states, "down" indicators.
- **Accent Blue** (`{colors.accent-blue}`#3b82f6): Info states, code-syntax highlighting.
## Typography
### Font Family
The system runs **Inter** for everything — display, body, navigation, buttons, captions. **JetBrains Mono** handles code blocks. The fallback stack walks `-apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, sans-serif`.
The single-family approach is deliberate: Inter at weight 700 + 600 + 400 covers the entire hierarchy without needing a serif or display counter-voice. The geometric humanist character of Inter at confident bold weight gives ClickHouse a precise, engineered feel that matches the database's performance-first positioning.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 72px | 700 | 1.05 | -2.5px | Homepage h1 ("The leading database for AI") |
| `{typography.display-lg}` | 56px | 700 | 1.1 | -2px | Section heads |
| `{typography.display-md}` | 40px | 700 | 1.15 | -1.5px | Sub-section heads, CTA-band heads |
| `{typography.display-sm}` | 32px | 700 | 1.2 | -1px | Card titles, pricing tier prices |
| `{typography.title-lg}` | 24px | 700 | 1.3 | -0.3px | Pricing plan names, larger feature titles |
| `{typography.title-md}` | 18px | 600 | 1.4 | 0 | Card titles, intro paragraphs |
| `{typography.title-sm}` | 16px | 600 | 1.4 | 0 | Small card titles, list labels |
| `{typography.stat-display}` | 56px | 700 | 1.0 | -1.5px | Stat callouts ("779+", "47k+") — ALWAYS yellow |
| `{typography.body-md}` | 16px | 400 | 1.55 | 0 | Default running-text |
| `{typography.body-sm}` | 14px | 400 | 1.55 | 0 | Footer body, fine-print |
| `{typography.caption}` | 13px | 500 | 1.4 | 0 | Badge labels, captions |
| `{typography.caption-uppercase}` | 12px | 600 | 1.4 | 1.5px | Section labels, "NEW" badges |
| `{typography.code}` | 14px | 400 | 1.55 | 0 | Code blocks — JetBrains Mono |
| `{typography.button}` | 14px | 600 | 1.0 | 0 | Standard button labels |
| `{typography.nav-link}` | 14px | 500 | 1.4 | 0 | Top-nav menu items |
### Principles
Display weights stay at 700 across all sizes. Negative letter-spacing (-1 to -2.5px) is essential — Inter at weight 700 without negative tracking reads as too wide / Apple-marketing. The tightened tracking gives ClickHouse the precise, engineered feel.
Body and labels stay at weights 400 / 500 / 600. The hierarchy is built on size + weight, not on family contrast.
### Note on Font Substitutes
Inter is open-source and the documented choice. **Söhne** is a close commercial alternative if licensed. **Geist** is another modern alternative.
## Layout
### Spacing System
- **Base unit:** 4px.
- **Tokens:** `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 16px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 96px.
- **Section padding:** `{spacing.section}` (96px) between major bands.
- **Card internal padding:** `{spacing.xl}` (32px) for feature cards, pricing tiers; `{spacing.lg}` (24px) for code-window cards and event cards.
### Grid & Container
- **Max content width:** ~1280px centered.
- **Editorial body:** Single 12-column grid; hero often uses 7/5 split (h1 left, code mockup right).
- **Feature card grids:** 3-up at desktop, 2-up at tablet, 1-up at mobile.
- **Pricing grid:** 3-4 up at desktop, 1-up at mobile.
### Whitespace Philosophy
ClickHouse uses dense, slightly-compressed whitespace appropriate for a developer-tooling brand — generous enough to read editorially, tight enough to feel "engineering-grade" rather than "marketing-soft." Section rhythm at 96px is standard; card internal padding stays at 32px for feature cards.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| Flat | No shadow, no border | Body sections, top nav, hero |
| Soft hairline | 1px `{colors.hairline}` border | Code-window cards, content cards |
| Surface card | `{colors.surface-card}` background — no shadow | Feature cards, pricing tiers, event cards |
| Yellow band | `{colors.primary}` background — no shadow | Full-bleed yellow CTA cards / bands |
The system uses no drop shadows. Depth comes from the contrast between black canvas and `{colors.surface-card}` (a barely-lighter-than-canvas tone) — the contrast is subtle, more like an "engineering-grade dim panel" than an "elevated card."
### Decorative Depth
- Code-window cards carry their own internal product chrome — line numbers, syntax highlighting, status bars at the bottom — adding visual density without external shadows.
- The yellow-on-black contrast does most of the elevation work for CTAs.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 4px | Reserved for badge accents |
| `{rounded.sm}` | 6px | Small inline buttons |
| `{rounded.md}` | 8px | Standard CTA buttons, text inputs |
| `{rounded.lg}` | 12px | Content cards, code-window cards, pricing tiers |
| `{rounded.pill}` | 9999px | Badge pills |
| `{rounded.full}` | 9999px / 50% | Avatars, icon buttons |
## Components
### Top Navigation
**`top-nav`** — Black nav bar pinned to top. 64px tall, `{colors.canvas}` background. Carries the ClickHouse logo + wordmark at left, primary horizontal menu (Product, Use Cases, Pricing, Resources, Customers) center-left, right-side cluster with "Sign in" + "Get Started" `{component.button-primary}` (yellow). Menu items in `{typography.nav-link}` (Inter 14px / 500).
### Buttons
**`button-primary`** — The signature yellow CTA. Background `{colors.primary}` (#faff69), text `{colors.on-primary}` (black), type `{typography.button}` (Inter 14px / 600), padding 12px × 20px, height 40px, rounded `{rounded.md}` (8px). The yellow + black combination is iconic.
**`button-secondary`** — Dark surface card button. Background `{colors.surface-card}`, text `{colors.on-dark}`, same shape as primary.
**`button-text-link`** — Inline text button, no background. Used for "Sign in" and inline link CTAs.
**`text-link`** — Inline body links in `{colors.primary}` (yellow on dark). Underlined.
**`button-icon-circular`** — 36 × 36 circular icon button on dark.
### Cards & Containers
**`hero-band`** — Black-canvas hero with 7-5 grid: h1 + sub-headline + button row on the left, code-window or product mockup on the right. Vertical padding `{spacing.section}` (96px).
**`hero-stat-card`** — Yellow stat-display numbers ("779+", "47k+") inline on the canvas. No card surface — just yellow text in `{typography.stat-display}` (56px / 700).
**`feature-card-yellow`** — Full-bleed yellow card ("Built for every modern data challenge"). Background `{colors.primary}`, text `{colors.on-yellow}` (black), rounded `{rounded.lg}` (12px), padding `{spacing.xl}` (32px). The yellow card IS the visual emphasis.
**`feature-card-dark`** — Standard dark feature card. Background `{colors.surface-card}`, text `{colors.on-dark}`, rounded `{rounded.lg}`, padding `{spacing.xl}` (32px).
**`code-window-card`** — Dark card showing a SQL code block. Background `{colors.surface-card}`, code in JetBrains Mono with syntax highlighting, rounded `{rounded.lg}`, padding `{spacing.lg}` (24px). Often the hero's right-side artifact on developer-focused pages.
**`product-mockup-card`** — Card showing actual ClickHouse product UI (query editor, dashboard, monitoring panel). Same shape as `{component.feature-card-dark}` but with embedded product chrome inside.
**`pricing-tier-card`** — Standard tier card. Background `{colors.surface-card}`, rounded `{rounded.lg}`, padding `{spacing.xl}` (32px).
**`pricing-tier-card-featured`** — The featured tier flips to `{colors.primary}` (yellow). The yellow surface IS the featured signal.
**`stat-callout`** — Inline yellow stat numbers ("779+", "2.8k+", "47k+"). Transparent background, text `{colors.primary}`, type `{typography.stat-display}`. Used as a flat layout block, not a card with surface.
**`events-card`** — Used on /company/events. Dark card with event title, date in `{typography.caption-uppercase}`, location, and a "Register" CTA. Rounded `{rounded.lg}`, padding `{spacing.lg}`.
**`customer-logo-strip`** — Horizontal monochrome customer-logo strip. Background `{colors.canvas}`, logos in `{colors.muted}`, vertical padding `{spacing.xl}` (32px).
### Inputs & Forms
**`text-input`** — Dark text input. Background `{colors.surface-card}`, text `{colors.on-dark}`, rounded `{rounded.md}` (8px), padding 10px × 14px, height 40px.
**`text-input-focused`** — Border thickens to `{colors.primary}` (yellow) for emphasis.
### Tags / Badges
**`badge-pill`** — Small dark pill label. Background `{colors.surface-card}`, text `{colors.on-dark}`, type `{typography.caption}`, rounded `{rounded.pill}`.
**`badge-yellow`** — Yellow pill for "NEW", "GET STARTED" emphasis. Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.caption-uppercase}`, rounded `{rounded.pill}`.
### Tab / Filter
**`category-tab`** + **`category-tab-active`** — Dark tab navigation. Inactive: transparent + muted text. Active: surface-card background + on-dark text. Padding 8px × 14px, rounded `{rounded.md}`.
### CTA / Footer
**`cta-band-yellow`** — A pre-footer "Deploy your way" CTA band. Full yellow fill, black type, rounded `{rounded.lg}`, padding 64px. Carries an h2 in `{typography.display-md}` and a CTA — usually a black-button on the yellow surface.
**`footer`** — Black footer that closes every page. Background `{colors.canvas}`, text `{colors.muted}`. 4-column link list at desktop covering Product / Use Cases / Resources / Company. Vertical padding 64px. The ClickHouse wordmark sits at the top in `{colors.on-dark}`.
## Do's and Don'ts
### Do
- Anchor every page on the black canvas. The yellow + black pairing is the brand voltage.
- Reserve `{colors.primary}` (yellow) for primary CTAs, stat-callout numbers, and full-bleed yellow CTA bands. The yellow's scarcity at the element level + abundance at the band level is what makes it powerful.
- Use Inter at weight 700 for every display headline, with -1 to -2.5px letter-spacing.
- Show actual SQL code blocks inside `{component.code-window-card}` — ClickHouse is a database; show the query, don't paint marketing illustrations of queries.
- Use `{component.stat-callout}` numbers to establish credibility (community size, contributors, performance benchmarks). The yellow stat numbers are signature.
- Anchor every band with `{spacing.section}` (96px) vertical rhythm.
### Don't
- Don't introduce a second brand color. ClickHouse is monochromatic + yellow.
- Don't bold display weight beyond 700 or use weight 500 for headlines. The hierarchy depends on size, not on weight gradation.
- Don't use yellow for body text or large surface fills outside of intentional yellow cards.
- Don't use rounded buttons / pills outside of small badges. The standard button radius is 8px (md).
- Don't repeat the same surface mode in two consecutive bands. Black canvas → dark feature card → yellow CTA card → black canvas → code-window card.
- Don't replace SQL code mockups with abstract illustrations. The code IS the marketing voltage.
- Don't add hover state styling beyond what the system already encodes.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 768px | Hamburger nav; hero h1 72→36px; code-window-card stacks below; feature grids 1-up; pricing 1-up |
| Tablet | 7681024px | Top nav tightens; feature cards 2-up; pricing 2-up |
| Desktop | 10241440px | Full top-nav; 3-up feature cards; 3-4 up pricing tiers |
| Wide | > 1440px | Same as desktop with more breathing room; max content 1280px |
### Touch Targets
- `{component.button-primary}` at minimum 40 × 40px.
- `{component.button-icon-circular}` at exactly 36 × 36 — slightly under WCAG 44, visually centered.
- `{component.text-input}` height is 40px.
### Collapsing Strategy
- Top nav collapses to hamburger at < 768px.
- Hero 7-5 grid → single-column on mobile.
- Feature card grids reduce columns rather than scaling.
- Code-window cards retain font-size; horizontal scroll inside the card on mobile.
- Pricing tier cards collapse 4 → 2 → 1; featured tier yellow stays distinct.
### Image Behavior
- Code blocks inside dark mockups stay at fixed font-size; horizontal scroll on mobile rather than wrapping.
- Customer logos in monochrome strip retain native widths; row wraps on mobile.
## Iteration Guide
1. Focus on ONE component at a time. Reference its YAML key (`{component.code-window-card}`, `{component.pricing-tier-card-featured}`).
2. Variants of an existing component (`-active`, `-disabled`, `-focused`) live as separate entries.
3. Use `{token.refs}` everywhere — never inline hex.
4. Never document hover. Default and Active/Pressed states only.
5. Display headlines stay Inter 700 with negative letter-spacing. Body stays Inter 400.
6. The yellow + black pairing is the brand contract. Don't soften with secondary accents.
7. When in doubt about emphasis: bigger Inter 700 before adding color.
## Known Gaps
- The exact yellow hex (#faff69) was sampled from the screenshot; ClickHouse may publish an official brand color slightly differently.
- Inter weight axis values beyond 400 / 500 / 600 / 700 are not formalized — only the static weights observed are documented.
- Animation and transition timings (code typewriter effects, stat counter animations) are not in scope.
- Form validation states beyond `{component.text-input-focused}` are not extracted.
- The actual ClickHouse Cloud product surface (query console, monitoring dashboards, table browser) shares some tokens with the marketing site but adds many product-specific components that are out of scope.
- The customer logo strip's exact opacity / treatment varies — the muted gray is approximate.
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# ClickHouse Inspired Design System
# ClickHouse Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/clickhouse/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Cohere-design-analysis
description: Cohere's 2026 web system is a controlled enterprise AI interface built from stark white editorial space, deep green-black product bands, soft mineral surfaces, rounded media cards, and a distinctive type split between monospaced-feeling display headlines and precise Unica77 UI text.
colors:
primary: "#17171c"
cohere-black: "#000000"
ink: "#212121"
deep-green: "#003c33"
dark-navy: "#071829"
canvas: "#ffffff"
soft-stone: "#eeece7"
pale-green: "#edfce9"
pale-blue: "#f1f5ff"
hairline: "#d9d9dd"
border-light: "#e5e7eb"
card-border: "#f2f2f2"
muted: "#93939f"
slate: "#75758a"
body-muted: "#616161"
action-blue: "#1863dc"
focus-blue: "#4c6ee6"
coral: "#ff7759"
coral-soft: "#ffad9b"
form-focus: "#9b60aa"
on-primary: "#ffffff"
on-dark: "#ffffff"
error: "#b30000"
typography:
hero-display:
fontFamily: CohereText
fontSize: 96px
fontWeight: 400
lineHeight: 1
letterSpacing: -1.92px
product-display:
fontFamily: CohereText
fontSize: 72px
fontWeight: 400
lineHeight: 1
letterSpacing: -1.44px
section-display:
fontFamily: Unica77 Cohere Web
fontSize: 60px
fontWeight: 400
lineHeight: 1
letterSpacing: -1.2px
section-heading:
fontFamily: Unica77 Cohere Web
fontSize: 48px
fontWeight: 400
lineHeight: 1.2
letterSpacing: -0.48px
card-heading:
fontFamily: Unica77 Cohere Web
fontSize: 32px
fontWeight: 400
lineHeight: 1.2
letterSpacing: -0.32px
feature-heading:
fontFamily: Unica77 Cohere Web
fontSize: 24px
fontWeight: 400
lineHeight: 1.3
letterSpacing: 0
body-large:
fontFamily: Unica77 Cohere Web
fontSize: 18px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
body:
fontFamily: Unica77 Cohere Web
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
button:
fontFamily: Unica77 Cohere Web
fontSize: 14px
fontWeight: 500
lineHeight: 1.71
letterSpacing: 0
caption:
fontFamily: Unica77 Cohere Web
fontSize: 14px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
mono-label:
fontFamily: CohereMono
fontSize: 14px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0.28px
micro:
fontFamily: Unica77 Cohere Web
fontSize: 12px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
rounded:
xs: 4px
sm: 8px
md: 16px
lg: 22px
xl: 30px
pill: 32px
full: 9999px
spacing:
xxs: 2px
xs: 6px
sm: 8px
md: 12px
lg: 16px
xl: 24px
xxl: 32px
section: 80px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 12px 24px
button-secondary:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.xs}"
padding: 8px 0
button-pill-outline:
backgroundColor: transparent
textColor: "{colors.primary}"
typography: "{typography.button}"
rounded: "{rounded.xl}"
padding: 6px 12px
announcement-bar:
backgroundColor: "{colors.cohere-black}"
textColor: "{colors.on-dark}"
typography: "{typography.micro}"
height: 36px
hero-photo-card:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
agent-console-card:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-dark}"
rounded: "{rounded.sm}"
padding: 24px
trust-logo-strip:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.caption}"
capability-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.xs}"
padding: 24px
dark-feature-band:
backgroundColor: "{colors.deep-green}"
textColor: "{colors.on-dark}"
rounded: "{rounded.lg}"
padding: 80px
product-card:
backgroundColor: "{colors.soft-stone}"
textColor: "{colors.ink}"
rounded: "{rounded.sm}"
padding: 32px
blog-filter-chip:
backgroundColor: transparent
textColor: "{colors.coral}"
typography: "{typography.card-heading}"
rounded: "{rounded.sm}"
padding: 8px 14px
research-table:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-large}"
contact-form-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.lg}"
padding: 32px
footer-newsletter:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-dark}"
typography: "{typography.micro}"
---
## Overview
Cohere's current web presence feels like a sober enterprise AI command center with editorial restraint. The home page opens on a huge typographic declaration over a white canvas, then uses photography, dark product mockups, trust logos, and generous empty space to make AI infrastructure feel controlled rather than speculative. Product pages invert the tone into deep green-black or dark navy bands, while blog and research pages move toward publishing-system clarity: large filters, thin rules, dense lists, and pale technical backgrounds.
What makes the system distinctive is the mix of austere black-and-white UI with bursts of tactile brand imagery. The site avoids decorative chrome in the normal interface; color arrives through photography, abstract 3D media, coral blog taxonomy chips, blue research links, and dark product environments. Cards are rounded but not cute. Type is large, tight, and almost monospaced in spirit, creating a research-lab cadence across marketing, product, and editorial surfaces.
**Key Characteristics:**
- Monumental display headlines with very tight line height and negative tracking.
- White editorial canvases interrupted by deep green, dark navy, and image-led CTA bands.
- Rounded media cards and product cards, usually 8px to 22px.
- Pill CTAs in near-black or white, with most secondary actions rendered as underlined text links.
- Trust-logo strips with monochrome partner marks and very wide vertical spacing.
- Agent-console mockups using dark panels, small status chips, and product integration badges.
- Blog and research surfaces with prominent taxonomy chips, long rule-separated lists, and search fields.
## Colors
### Brand & Accent
- **Cohere Black** (`#000000`): Announcement bar, highest-contrast text, and the global brand anchor.
- **Near-Black Primary** (`#17171c`): Primary CTA buttons, dark footer, and deep UI cards.
- **Deep Enterprise Green** (`#003c33`): Product hero bands for North and Command-style dark sections.
- **Dark Navy** (`#071829`): Financial-services and security-oriented solution bands.
- **Action Blue** (`#1863dc`): Editorial links, pagination, and secondary action emphasis.
- **Coral** (`#ff7759`): Blog category chips, taxonomy outlines, and warm product markers.
- **Soft Coral** (`#ffad9b`): Pale chip borders and segmented article-label details.
### Surface & Background
- **Canvas White** (`#ffffff`): Dominant page background and form/card surface.
- **Soft Stone** (`#eeece7`): Product cards, testimonial placeholders, and warm neutral surface blocks.
- **Pale Green Wash** (`#edfce9`): North page section backdrop behind stacked dark capability panels.
- **Pale Blue Wash** (`#f1f5ff`): Blog CTA surface behind abstract 3D imagery.
- **Card Border** (`#f2f2f2`): Softest card containment line.
### Text & Rules
- **Ink** (`#212121`): Default body text and most link text on light backgrounds.
- **Muted Slate** (`#93939f`): Footer links, dates, metadata, and de-emphasized labels.
- **Slate** (`#75758a`): Research separators and tertiary text.
- **Hairline** (`#d9d9dd`): Standard list rules and section dividers.
- **Border Light** (`#e5e7eb`): Secondary divider and utility rule.
### Semantic
- **Focus Blue** (`#4c6ee6`): Keyboard focus and ring color.
- **Form Focus Violet** (`#9b60aa`): Focus border for text inputs.
- **Error Red** (`#b30000`): Extracted ring/shadow color associated with validation-like states.
### Gradient System
Cohere does not use gradients as a generic UI fill. Gradients and color fields are media-led: abstract 3D hero imagery, deep blue open-science particle fields, red-orange product video posters, and dark green-to-black product environments. Keep UI surfaces flat; reserve gradient richness for large media panels and CTA image bands.
## Typography
### Font Family
- **Display**: `CohereText`, falling back to `Space Grotesk`, `Inter`, `ui-sans-serif`, and `system-ui`.
- **Body/UI**: `Unica77 Cohere Web`, falling back to `Inter`, `Arial`, `ui-sans-serif`, and `system-ui`.
- **Technical labels**: `CohereMono`, falling back to `Arial`, `ui-sans-serif`, and `system-ui`.
- **Icons**: Cohere uses custom icon fonts and thin-line geometric illustrations.
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | Notes |
|---|---|---:|---:|---:|---:|---|
| Hero Display | CohereText | 96px | 400 | 1.00 | -1.92px | Home page declaration scale. |
| Product Display | CohereText | 72px | 400 | 1.00 | -1.44px | Product and research hero headlines. |
| Section Display | Unica77 | 60px | 400 | 1.00 | -1.2px | Large product-page headings. |
| Section Heading | Unica77 | 48px | 400 | 1.20 | -0.48px | Split hero and CTA headings. |
| Card Heading | Unica77 | 32px | 400 | 1.20 | -0.32px | Feature card and list section titles. |
| Feature Heading | Unica77 | 24px | 400 | 1.30 | 0 | Cards, filters, and article titles. |
| Body Large | Unica77 | 18px | 400 | 1.40 | 0 | Lead text and larger paragraphs. |
| Body | Unica77 | 16px | 400 | 1.50 | 0 | Default copy and link text. |
| Button | Unica77 | 14px | 500 | 1.71 | 0 | Compact CTA labels. |
| Caption | Unica77 | 14px | 400 | 1.40 | 0 | Metadata and small explanatory text. |
| Mono Label | CohereMono | 14px | 400 | 1.40 | 0.28px | Uppercase technical labels. |
| Micro | Unica77 | 12px | 400 | 1.40 | 0 | Footer, nav microcopy, and small links. |
### Principles
- Use massive type sparingly; Cohere pages often have one oversized headline and then settle into restrained 16px-24px UI copy.
- Keep display type tight. Hero copy should feel compact and carved, not airy.
- Avoid heavy bold weights. Size, spacing, and surface contrast do most of the hierarchy work.
- Use uppercase mono labels for category and system markers, especially on product and research pages.
- Editorial pages can use coral chips and blue links, but the base typography remains black and measured.
## Layout
### Spacing System
The system uses an 8px base with many one-off alignment values: `2px`, `6px`, `8px`, `10px`, `12px`, `16px`, `20px`, `22px`, `24px`, `28px`, `32px`, `36px`, `40px`, `56px`, `60px`, `64px`, and `80px`.
Large sections rely on dramatic vertical breathing room. The home page places a trust-logo strip far below the hero media. Product pages often hold dark panels inside fields of empty white space, then transition to dense forms or footers only near the end.
### Grid & Container
- Global nav uses a three-zone layout: logo left, menu centered, sign-in/CTA right.
- Home hero is centered text above a two-card media composition: a wide product mockup card beside a narrower photography card.
- Feature sections commonly use 3-column cards on desktop.
- Product pages alternate centered hero blocks, trust-logo strips, large single-feature bands, and 2- or 3-column card grids.
- Research pages use full-width lists with date and chip columns instead of decorative cards.
- Forms use two-column input rows inside a rounded white card on dark or stone section backgrounds.
### Whitespace Philosophy
Cohere uses whitespace as a trust signal. Large empty intervals separate the brand claim, customer proof, product proof, and CTA. Dense content appears only where it serves the information architecture: research paper rows, blog card grids, and contact form fields.
## Elevation & Depth
Cohere is mostly flat. Depth comes from surface alternation, media contrast, rounded corners, and thin borders rather than drop shadows.
| Level | Treatment | Use |
|---|---|---|
| Flat | No shadow, white or dark field | Hero copy, research lists, editorial surfaces |
| Bordered | 1px `#d9d9dd`, `#e5e7eb`, or dark translucent rules | Research rows, forms, pale cards, footer inputs |
| Media Lift | Rounded image or video over contrasting section color | Hero photo cards, product videos, CTA imagery |
| Dark Product Field | Deep green or navy full-width band | Command, North, financial services, security sections |
## Shapes
### Radius Scale
| Token | Value | Role |
|---|---:|---|
| `xs` | 4px | Small images, search fields, article thumbnails, utility elements |
| `sm` | 8px | Blog chips, cards, small media, dialogs |
| `md` | 16px | Medium product cards and grouped blocks |
| `lg` | 22px | Signature media-card and soft placeholder radius |
| `xl` | 30px | Research/topic filter pills |
| `pill` | 32px | Primary CTA buttons |
| `full` | 9999px | Round status elements and fully pill-shaped controls |
### Image Treatment
Images are not decorative backdrops for text except in CTA bands. Most imagery sits as rounded cards with visible corners: product videos, enterprise photography, article thumbnails, and abstract 3D renders. The dominant radii are 8px and 22px.
## Components
### **`button-primary`**
Near-black or white pill CTA, depending on surface contrast. Uses 14px-16px Unica77, 12px 24px padding, and a 32px pill radius. This is the primary action style for "Request a demo", "Submit", and hero CTAs.
### **`button-secondary`**
Text-only action link, usually underlined or rule-aligned, with no filled background. Used for "Explore products", "Try the Playground", newsletter signup, and secondary hero actions.
### **`button-pill-outline`**
Outlined pill control with transparent fill, 1px dark border, and 30px radius. Used for research filters, topic tags, and lightweight taxonomy controls.
### **`announcement-bar`**
Full-width black strip above the nav, 36px tall, centered microcopy with an underlined "Learn more" link and a close control at the far right.
### **`hero-photo-card`**
Rounded media card used in the home hero and solution pages. It combines photography or abstract imagery with an overlaid dark agent-console module. Radius is usually 22px on large cards and 8px on smaller thumbnails.
### **`agent-console-card`**
Dark product mockup panel showing agent names, status chips, integration badges, prompt fields, and generated response cards. Background is near-black, text is white or muted, and small accent chips use product colors.
### **`trust-logo-strip`**
Centered copy above a row of monochrome customer logos. It is intentionally quiet: no cards, no borders, just large horizontal spacing and black or white logos depending on the background.
### **`capability-card`**
Content block with thin-line geometric illustration, 24px heading, body copy, and a text link. On light backgrounds, cards often have only a top rule or a subtle image/card relationship rather than full boxing.
### **`dark-feature-band`**
Deep green or navy full-width section used for product capabilities, security claims, and feature breakdowns. Text turns white; cards use darker translucent surfaces, pale borders, and abstract line illustrations.
### **`product-card`**
Warm stone card used for product/model summaries. Typically 3-column on desktop, with 8px radius, generous padding, a small pill button, a divider line, and checkmark bullet rows.
### **`blog-filter-chip`**
Large coral taxonomy chip used on the blog index. Active chips invert to coral fill with dark text; inactive chips use coral outline and pale fill. Typography is oversized relative to typical filters, making the taxonomy a hero-level control.
### **`research-table`**
Rule-separated publication list with title left, topic pills centered, and date right. Rows are tall, white, and border-driven; filters above use many compact outlined pills.
### **`contact-form-card`**
Rounded white form panel set against dark green or warm stone sections. Inputs are rectangular with thin gray borders, 12px-16px padding, and compact labels/placeholders. Submit uses the same near-black pill style as primary CTAs.
### **`footer-newsletter`**
Dark footer subscription block with coral "AI moves fast" label, white headline, muted legal microcopy, a single-line email field, and arrow submit marker. Footer columns use white section labels and muted links.
## Do's and Don'ts
### Do
- Use white canvas as the default surface; introduce dark green or navy as full-width product bands.
- Keep primary CTAs pill-shaped and near-black on light surfaces.
- Use 22px radius on major media cards and placeholders.
- Use coral for editorial taxonomy and small warm accents, not as the main CTA system.
- Use monochrome trust logos with wide spacing.
- Use thin-line geometric illustrations for research and capability icons.
- Let photography and product mockups carry color, while the UI shell stays restrained.
### Don't
- Do not turn coral or blue into broad decorative surface colors.
- Do not add heavy drop shadows to cards.
- Do not make every section card-based; Cohere often uses unframed rows, rules, and open space.
- Do not use rounded cards below 8px for major media.
- Do not replace the display/body type split with one generic sans-serif voice.
- Do not render undocumented interaction variants in documentation or previews.
- Do not use saturated gradients as normal UI backgrounds; keep gradients media-led.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---:|---|
| Small Mobile | <425px | Single-column cards, compact nav, reduced hero headline scale |
| Mobile | 425-640px | Hero media stacks, card grids become one column, form rows stack |
| Large Mobile | 640-768px | Wider one-column layouts with larger media cards |
| Tablet | 768-1024px | Two-column cards begin, nav spacing tightens |
| Desktop | 1024-1440px | Full nav, 3-column card grids, split hero compositions |
| Large Desktop | 1440-2560px | Wide containers and large empty vertical intervals |
### Touch Targets
Primary CTAs and pills meet comfortable touch sizing through 12px-24px padding and pill radii. Research filter chips and blog category chips are larger than standard tags, making dense taxonomy surfaces usable on touch devices.
### Collapsing Strategy
- Nav collapses from full horizontal links to a compact mobile menu.
- Hero media moves from split cards to stacked cards.
- Product and capability grids collapse from 3 columns to 2 and then 1.
- Form fields collapse from paired rows to a single column.
- Research rows preserve their rule-separated structure but stack metadata below titles on smaller widths.
## Iteration Guide
1. Start from a white canvas or a full-width dark green/navy band; avoid mid-tone page backgrounds unless the screenshot shows a specific CTA/form section.
2. Use `button-primary` for the single highest-priority action and `button-secondary` for the companion action.
3. Use `hero-photo-card` or `agent-console-card` when a page needs visual energy; avoid invented dashboard data.
4. For editorial pages, combine `blog-filter-chip`, `button-pill-outline`, and `research-table` instead of generic marketing cards.
5. Keep component examples structurally honest: placeholder product frames are better than invented product content.
## Known Gaps
- Exact proprietary font files are not bundled; use the documented fallbacks when implementing externally.
- Mobile screenshots were not regenerated in this public update, so mobile behavior is documented from the desktop system and existing responsive patterns.
- Some live pages lazy-load content blocks late; blank testimonial placeholders are documented as placeholder skeleton surfaces rather than filled testimonial cards.
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# Cohere Inspired Design System
# Cohere Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/cohere/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Coinbase-design-analysis
description: An institutional-grade crypto exchange whose marketing surfaces read like a quietly-confident financial-services brand. The base canvas is pure white; Coinbase Blue (`#0052ff`) is the single brand voltage, used scarcely on primary CTAs, signature glyphs, and inline accent moments. Type runs Coinbase's licensed CoinbaseDisplay (display) and CoinbaseSans (body) at modest weights — display sits at weight 400 not 700, signaling editorial calm rather than fintech-bombastic. Page rhythm rotates between bright white sections, soft gray elevation bands, and full-bleed dark editorial heroes (`#0a0b0d`) carrying product-ui mockup cards. Iconography is geometric and minimal; depth comes from card-on-card layering, never decorative shadows.
colors:
primary: "#0052ff"
primary-active: "#003ecc"
primary-disabled: "#a8b8cc"
ink: "#0a0b0d"
body: "#5b616e"
body-strong: "#0a0b0d"
muted: "#7c828a"
muted-soft: "#a8acb3"
hairline: "#dee1e6"
hairline-soft: "#eef0f3"
canvas: "#ffffff"
surface-soft: "#f7f7f7"
surface-card: "#ffffff"
surface-strong: "#eef0f3"
surface-dark: "#0a0b0d"
surface-dark-elevated: "#16181c"
on-primary: "#ffffff"
on-dark: "#ffffff"
on-dark-soft: "#a8acb3"
semantic-up: "#05b169"
semantic-down: "#cf202f"
accent-yellow: "#f4b000"
typography:
display-mega:
fontFamily: "'Coinbase Display', -apple-system, system-ui, 'Segoe UI', Roboto, Helvetica, Arial, sans-serif"
fontSize: 80px
fontWeight: 400
lineHeight: 1.0
letterSpacing: -2px
display-xl:
fontFamily: "'Coinbase Display', sans-serif"
fontSize: 64px
fontWeight: 400
lineHeight: 1.0
letterSpacing: -1.6px
display-lg:
fontFamily: "'Coinbase Display', sans-serif"
fontSize: 52px
fontWeight: 400
lineHeight: 1.0
letterSpacing: -1.3px
display-md:
fontFamily: "'Coinbase Display', sans-serif"
fontSize: 44px
fontWeight: 400
lineHeight: 1.09
letterSpacing: -1px
display-sm:
fontFamily: "'Coinbase Sans', sans-serif"
fontSize: 36px
fontWeight: 400
lineHeight: 1.11
letterSpacing: -0.5px
title-lg:
fontFamily: "'Coinbase Sans', sans-serif"
fontSize: 32px
fontWeight: 400
lineHeight: 1.13
letterSpacing: -0.4px
title-md:
fontFamily: "'Coinbase Sans', sans-serif"
fontSize: 18px
fontWeight: 600
lineHeight: 1.33
letterSpacing: 0
title-sm:
fontFamily: "'Coinbase Sans', sans-serif"
fontSize: 16px
fontWeight: 600
lineHeight: 1.25
letterSpacing: 0
body-md:
fontFamily: "'Coinbase Sans', sans-serif"
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
body-strong:
fontFamily: "'Coinbase Sans', sans-serif"
fontSize: 16px
fontWeight: 700
lineHeight: 1.5
letterSpacing: 0
body-sm:
fontFamily: "'Coinbase Sans', sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
caption:
fontFamily: "'Coinbase Sans', sans-serif"
fontSize: 13px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
caption-strong:
fontFamily: "'Coinbase Sans', sans-serif"
fontSize: 12px
fontWeight: 600
lineHeight: 1.5
letterSpacing: 0
number-display:
fontFamily: "'Coinbase Mono', 'Coinbase Sans', monospace"
fontSize: 18px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
button:
fontFamily: "'Coinbase Sans', sans-serif"
fontSize: 16px
fontWeight: 600
lineHeight: 1.15
letterSpacing: 0
nav-link:
fontFamily: "'Coinbase Sans', sans-serif"
fontSize: 14px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
rounded:
none: 0px
xs: 4px
sm: 8px
md: 12px
lg: 16px
xl: 24px
pill: 100px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
base: 16px
md: 20px
lg: 24px
xl: 32px
xxl: 48px
section: 96px
components:
top-nav-light:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.nav-link}"
height: 64px
top-nav-on-dark:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.nav-link}"
height: 64px
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 12px 20px
height: 44px
button-primary-active:
backgroundColor: "{colors.primary-active}"
textColor: "{colors.on-primary}"
rounded: "{rounded.pill}"
button-primary-disabled:
backgroundColor: "{colors.primary-disabled}"
textColor: "{colors.on-primary}"
rounded: "{rounded.pill}"
button-secondary-light:
backgroundColor: "{colors.surface-strong}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 12px 20px
height: 44px
button-secondary-dark:
backgroundColor: "{colors.surface-dark-elevated}"
textColor: "{colors.on-dark}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 12px 20px
height: 44px
button-outline-on-dark:
backgroundColor: transparent
textColor: "{colors.on-dark}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 11px 19px
height: 44px
button-tertiary-text:
backgroundColor: transparent
textColor: "{colors.primary}"
typography: "{typography.button}"
button-pill-cta:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 16px 32px
height: 56px
hero-band-dark:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.display-mega}"
padding: 96px
hero-band-light:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-mega}"
padding: 96px
product-ui-card-dark:
backgroundColor: "{colors.surface-dark-elevated}"
textColor: "{colors.on-dark}"
rounded: "{rounded.xl}"
padding: 32px
product-ui-card-light:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.xl}"
padding: 32px
feature-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.xl}"
padding: 32px
asset-row:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.body-md}"
padding: 16px 0
price-up-cell:
backgroundColor: transparent
textColor: "{colors.semantic-up}"
typography: "{typography.number-display}"
price-down-cell:
backgroundColor: transparent
textColor: "{colors.semantic-down}"
typography: "{typography.number-display}"
pricing-tier-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.xl}"
padding: 32px
pricing-tier-featured:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.xl}"
padding: 32px
cta-band-dark:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.display-lg}"
padding: 96px
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 14px 16px
height: 48px
search-input-pill:
backgroundColor: "{colors.surface-strong}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.pill}"
padding: 12px 20px
height: 44px
badge-pill:
backgroundColor: "{colors.surface-strong}"
textColor: "{colors.ink}"
typography: "{typography.caption-strong}"
rounded: "{rounded.pill}"
padding: 4px 12px
asset-icon-circular:
backgroundColor: "{colors.surface-strong}"
rounded: "{rounded.full}"
size: 32px
footer-light:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.body-sm}"
padding: 64px 48px
footer-link:
backgroundColor: transparent
textColor: "{colors.body}"
typography: "{typography.body-sm}"
legal-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.muted}"
typography: "{typography.caption}"
---
## Overview
Coinbase reads like an institutional financial brand that happens to trade crypto — the marketing surfaces are quiet, white-canvas, editorially-spaced, and almost monochromatic. The single brand voltage is **Coinbase Blue** (`{colors.primary}`#0052ff), used scarcely: every primary CTA pill, the brand wordmark, and inline emphasis links. Beyond that one blue, the system is white canvas + ink + soft gray elevation bands + a deep near-black editorial canvas (`{colors.surface-dark}`#0a0b0d) for full-bleed product-mockup heroes.
Type pairs **CoinbaseDisplay** for hero headlines with **CoinbaseSans** for body, captions, and navigation. Display sits at **weight 400** — not the 700+ typical of trading platforms. The choice signals editorial calm and institutional trust rather than fintech urgency.
The page rhythm rotates three modes: bright white editorial sections, soft-gray elevation bands, and **full-bleed dark editorial heroes** carrying layered product-UI mockup cards. The dark hero with floating dashboard mockups is the single most distinctive component.
**Key Characteristics:**
- Single accent color: `{colors.primary}` (#0052ff Coinbase Blue) carries every primary CTA, wordmark, and inline brand link. Used scarcely.
- Modest display weights — CoinbaseDisplay at weight 400, never 700+.
- Editorial pill geometry: every CTA is `{rounded.pill}` (100px), every asset glyph is `{rounded.full}`, every card is `{rounded.xl}` (24px). Sharp corners absent.
- Full-bleed dark heroes with floating product-UI cards: `{component.hero-band-dark}` plus inline `{component.product-ui-card-dark}` mockups is the brand's strongest signature pattern.
- Trading semantics: `{colors.semantic-up}` (#05b169) and `{colors.semantic-down}` (#cf202f) — text color only, never background fills.
- 96px section rhythm — generous editorial pacing.
## Colors
### Brand & Accent
- **Coinbase Blue** (`{colors.primary}`#0052ff): The single brand color. Every primary CTA pill, the Coinbase wordmark, and inline brand links.
- **Coinbase Blue Active** (`{colors.primary-active}`#003ecc): Press-state darken on the primary pill.
- **Coinbase Blue Disabled** (`{colors.primary-disabled}`#a8b8cc): Faded-blue tint for disabled CTAs.
- **Accent Yellow** (`{colors.accent-yellow}`#f4b000): A small sub-brand accent used very sparingly on Bitcoin/asset glyph fills inside feature cards. Illustrative-only, not an action color.
### Surface
- **Canvas** (`{colors.canvas}`#ffffff): The default page floor.
- **Surface Soft** (`{colors.surface-soft}`#f7f7f7): Subtle alternating band surface.
- **Surface Strong** (`{colors.surface-strong}`#eef0f3): The light-gray fill behind secondary buttons, search pills, asset-icon plates.
- **Surface Dark** (`{colors.surface-dark}`#0a0b0d): Deep near-black canvas for full-bleed dark heroes, CTA bands. Same hex as `{colors.ink}` — page-floor and text-color share the value.
- **Surface Dark Elevated** (`{colors.surface-dark-elevated}`#16181c): One step lighter, used for floating product-UI mockup cards inside dark heroes.
### Hairlines
- **Hairline** (`{colors.hairline}`#dee1e6): Default 1px divider on white surfaces.
- **Hairline Soft** (`{colors.hairline-soft}`#eef0f3): Lighter divider — same hex as `{colors.surface-strong}`.
### Text
- **Ink** (`{colors.ink}`#0a0b0d): Display headings, primary nav, body emphasis.
- **Body** (`{colors.body}`#5b616e): Default running-text — slightly cool gray.
- **Body Strong** (`{colors.body-strong}`#0a0b0d): Same as ink, used for stronger emphasis.
- **Muted** (`{colors.muted}`#7c828a): Sub-titles, breadcrumbs, footer secondary.
- **Muted Soft** (`{colors.muted-soft}`#a8acb3): Disabled link text.
- **On Primary** (`{colors.on-primary}`#ffffff): White text on Coinbase Blue CTAs.
- **On Dark** (`{colors.on-dark}`#ffffff): White text on dark heroes.
- **On Dark Soft** (`{colors.on-dark-soft}`#a8acb3): Muted off-white for secondary text on dark.
### Trading Semantics
- **Semantic Up** (`{colors.semantic-up}`#05b169): "Price up" green, text color only.
- **Semantic Down** (`{colors.semantic-down}`#cf202f): "Price down" red, text color only.
## Typography
### Font Family
The system runs **CoinbaseDisplay** (display headlines), **CoinbaseSans** (body, navigation, captions, buttons), **CoinbaseIcons** (icon font), and **CoinbaseMono** for tabular numerical data. Fallback stack: `-apple-system, system-ui, "Segoe UI", Roboto, Helvetica, Arial, sans-serif`.
The display/body split is functional: CoinbaseDisplay carries hero headlines only; CoinbaseSans carries everything else.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-mega}` | 80px | 400 | 1.0 | -2px | Homepage hero h1 |
| `{typography.display-xl}` | 64px | 400 | 1.0 | -1.6px | Subsidiary heroes |
| `{typography.display-lg}` | 52px | 400 | 1.0 | -1.3px | Section heads |
| `{typography.display-md}` | 44px | 400 | 1.09 | -1px | CTA-band headlines |
| `{typography.display-sm}` | 36px | 400 | 1.11 | -0.5px | Sub-section heads — CoinbaseSans |
| `{typography.title-lg}` | 32px | 400 | 1.13 | -0.4px | Card group titles |
| `{typography.title-md}` | 18px | 600 | 1.33 | 0 | Component titles, asset row primary |
| `{typography.title-sm}` | 16px | 600 | 1.25 | 0 | List labels |
| `{typography.body-md}` | 16px | 400 | 1.5 | 0 | Default body |
| `{typography.body-strong}` | 16px | 700 | 1.5 | 0 | Emphasized body |
| `{typography.body-sm}` | 14px | 400 | 1.5 | 0 | Footer body |
| `{typography.caption}` | 13px | 400 | 1.5 | 0 | Photo captions |
| `{typography.caption-strong}` | 12px | 600 | 1.5 | 0 | Badge pill labels |
| `{typography.number-display}` | 18px | 500 | 1.4 | 0 | Asset prices, percent changes — CoinbaseMono |
| `{typography.button}` | 16px | 600 | 1.15 | 0 | Standard CTA pill |
| `{typography.nav-link}` | 14px | 500 | 1.4 | 0 | Top-nav menu items |
### Principles
- **Display weight stays at 400.** The single most distinctive typographic choice — signals "calm institutional brand" rather than "trading-platform urgency."
- **Negative letter-spacing on display only.** Display uses -1px to -2px tracking; body stays at 0.
- **CoinbaseMono on every number.** Asset prices, percent changes — anything tabular renders in CoinbaseMono.
### Note on Font Substitutes
CoinbaseDisplay, CoinbaseSans, and CoinbaseMono are licensed Coinbase typefaces.
- **CoinbaseDisplay → Inter** at weight 400, letter-spacing -1.5%.
- **CoinbaseSans → Inter** at weight 400/600.
- **CoinbaseMono → JetBrains Mono** or **Geist Mono** at weight 500.
## Layout
### Spacing System
- **Base unit:** 4px.
- **Tokens:** `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.base}` 16px · `{spacing.md}` 20px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 96px.
- **Section padding:** `{spacing.section}` (96px) for every major editorial band.
- **Card internal padding:** `{spacing.xl}` (32px) for feature cards and product-UI mockups.
### Grid & Container
- **Max content width:** ~1200px centered. Hero photography full-bleed.
- **Editorial body:** Single 12-column grid.
- **Feature card grids:** 2-up at desktop for hero splits, 3-up for benefit grids.
- **Footer:** 6-column link list at desktop.
### Whitespace Philosophy
Generous editorial pacing — closer to Bloomberg or the Financial Times than to a trading dashboard. 96px between bands; cards inside bands sit 24px apart. Density lives behind login walls, not on marketing.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| Flat | No shadow, no border | 80% of surfaces |
| Hairline border | 1px `{colors.hairline}` | Feature card outlines on white |
| Soft drop | `0 4px 12px rgba(0, 0, 0, 0.04)` | Single shadow tier — hovered cards |
| Photographic | Full-bleed product-UI mockups | Hero depth |
### Decorative Depth
- **Layered product-UI cards inside dark heroes** is the most distinctive decorative pattern — a `{component.product-ui-card-dark}` floats above a darker base canvas, often with a second smaller card overlapping at an angle.
- **Geometric brand illustrations** carry illustrative depth where shadows would otherwise.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Reserved (essentially unused) |
| `{rounded.xs}` | 4px | Inline tags |
| `{rounded.sm}` | 8px | Compact rows |
| `{rounded.md}` | 12px | Form inputs |
| `{rounded.lg}` | 16px | Mid-size cards |
| `{rounded.xl}` | 24px | Feature cards, product-UI mockups, pricing tiers |
| `{rounded.pill}` | 100px | All CTA buttons, search pills, badges |
| `{rounded.full}` | 9999px | Asset icon circles, avatars |
Pill for interactive, card-radius (24px) for containers, full circle for icons. Sharp corners absent.
## Components
### Top Navigation
**`top-nav-light`** — Default top nav on white pages. Background `{colors.canvas}`, text `{colors.ink}`, height 64px. Layout: Coinbase wordmark left, primary horizontal menu (Cryptocurrencies / Individuals / Businesses / Institutions / Developers / Company), search-icon + globe + Sign In + Sign Up CTAs right.
**`top-nav-on-dark`** — Top nav over a dark hero band. Background `{colors.surface-dark}`, text `{colors.on-dark}`. Same layout.
### Buttons
**`button-primary`** — The signature Coinbase Blue pill. Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.button}` (16px / 600), padding 12px × 20px, height 44px, rounded `{rounded.pill}` (100px).
**`button-primary-active`** — Press state. Background `{colors.primary-active}`, deeper blue.
**`button-primary-disabled`** — Faded blue tint. Background `{colors.primary-disabled}`. Cursor not-allowed.
**`button-secondary-light`** — Soft-gray secondary on white surfaces. Background `{colors.surface-strong}`, text `{colors.ink}`, same pill geometry.
**`button-secondary-dark`** — Used on dark heroes. Background `{colors.surface-dark-elevated}`, text `{colors.on-dark}`, same pill geometry.
**`button-outline-on-dark`** — Transparent pill with white outline. Background transparent, text `{colors.on-dark}`, 1px white border.
**`button-tertiary-text`** — Inline text link. Background transparent, text `{colors.primary}`, type `{typography.button}`.
**`button-pill-cta`** — Larger pill CTA used on the homepage hero ("Get started"). Same Coinbase Blue palette but with 56px height and 16px × 32px padding for a prouder stance.
### Hero Bands
**`hero-band-dark`** — The signature full-bleed dark hero. Background `{colors.surface-dark}`, text `{colors.on-dark}`, full-bleed layered product-UI mockup cards. Display headline left in `{typography.display-mega}` (80px / 400), subhead in `{typography.body-md}`, two CTAs.
**`hero-band-light`** — White-canvas variant used on Wealth and Explore. Background `{colors.canvas}`, text `{colors.ink}`. Same skeleton, light palette.
### Cards
**`product-ui-card-dark`** — The floating product-UI mockup. Background `{colors.surface-dark-elevated}`, text `{colors.on-dark}`, rounded `{rounded.xl}` (24px), padding 32px. Often shown as 2-3 stacked cards at slight rotation, mimicking a layered dashboard.
**`product-ui-card-light`** — Light-canvas variant used on Explore for asset cards. Background `{colors.canvas}`, text `{colors.ink}`, same geometry, 1px hairline border.
**`feature-card`** — Used in 3-up and 2-up grids. Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.title-md}`, rounded `{rounded.xl}`, padding 32px.
### Trading Surfaces
**`asset-row`** — Horizontal row in asset lists (Explore, Wealth). Background transparent, 1px hairline divider. Layout: 32px circular asset icon left, asset name + ticker, price column in `{typography.number-display}`, 24h change column with `{component.price-up-cell}` or `{component.price-down-cell}`.
**`price-up-cell`** + **`price-down-cell`** — Inline price-change cells. Color only — green or red text in `{typography.number-display}`, no background fill.
**`asset-icon-circular`** — Circular plate behind asset glyphs. Background `{colors.surface-strong}`, rounded `{rounded.full}`, 32px diameter.
### Pricing
**`pricing-tier-card`** — Standard pricing tier on Developer Platform. Background `{colors.canvas}`, rounded `{rounded.xl}`, padding 32px, 1px hairline border. Layout: tier name + price + feature checklist + CTA pill.
**`pricing-tier-featured`** — The featured tier. Background `{colors.surface-dark}`, text `{colors.on-dark}`. Same skeleton, dark palette — visual inversion signals "highlighted choice" without colored ribbons.
### Forms
**`text-input`** — Standard text input. Background `{colors.canvas}`, text `{colors.ink}`, rounded `{rounded.md}` (12px), padding 14px × 16px, height 48px, 1px hairline border. On focus, border thickens to 2px Coinbase Blue.
**`search-input-pill`** — Pill-shaped search bar. Background `{colors.surface-strong}`, rounded `{rounded.pill}`, padding 12px × 20px, height 44px.
### Tags & Badges
**`badge-pill`** — Small uppercase pill used as section labels ("INSTITUTIONAL", "REGULATED"). Background `{colors.surface-strong}`, text `{colors.ink}`, type `{typography.caption-strong}`, rounded `{rounded.pill}`.
### CTA / Footer
**`cta-band-dark`** — Pre-footer "Take control of your money" band. Background `{colors.surface-dark}`, text `{colors.on-dark}`, vertical padding 96px. Centered headline + two CTAs.
**`footer-light`** — Closing white-canvas footer. Background `{colors.canvas}`, text `{colors.body}`. 6-column link list.
**`footer-link`** — Individual footer link. Background transparent, text `{colors.body}`.
**`legal-band`** — Bottom strip beneath footer columns. All text `{colors.muted}` at `{typography.caption}`.
## Do's and Don'ts
### Do
- Reserve `{colors.primary}` (Coinbase Blue) for primary CTAs, wordmark, brand-glyph illustrations, inline accent links.
- Set every CTA as `{rounded.pill}` (100px); every asset glyph as `{rounded.full}`.
- Keep CoinbaseDisplay headlines at weight 400.
- Use the dark/light band rotation as page rhythm.
- Render every numerical value in CoinbaseMono via `{typography.number-display}`.
- Pair every dark hero with a layered product-UI mockup card stack.
### Don't
- Don't introduce a secondary brand color. Coinbase Blue is the only action color; trading green/red are semantic-only.
- Don't bold display copy — display sits at weight 400; bolding shifts the brand voice.
- Don't add drop shadow tiers — system has one shadow tier.
- Don't use sharp `{rounded.none}` (0px) on CTAs.
- Don't mix CoinbaseDisplay and CoinbaseSans inside the same headline.
- Don't use trading green/red as a button background.
- Don't extract a CTA color from a third-party widget (cookie consent, OneTrust). The brand's CTA color is what appears on actual product CTAs, not on injected modals.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 640px | Hero h1 80→40px; feature card grid 1-up; asset row stacks; nav collapses to hamburger; layered product-UI cards collapse to single card. |
| Tablet | 6401024px | Hero h1 64px; feature card grid 2-up; asset rows stay horizontal but compress columns. |
| Desktop | 10241280px | Full hero h1 80px; feature card grid 3-up; full asset row layout. |
| Wide | > 1280px | Content caps at 1200px; hero photography full-bleed. |
### Touch Targets
- Primary CTA pill at 44px height — at WCAG AAA.
- Larger hero pill (`{component.button-pill-cta}`) at 56px — well above AAA.
- Asset icon circles at 32px — borderline; padded 8px row creates effective 48px tap zone.
- Search pill at 44px height — at AAA.
### Collapsing Strategy
- Top nav switches to hamburger sheet below 768px. Sign Up CTA stays visible.
- Hero h1 steps down: 80 → 64 → 52 → 44 → 36px on smallest screens.
- Layered product-UI mockup cards collapse from 2-3 stacked into a single card on mobile.
- Pricing tier rows: 3-up → 2-up → 1-up.
- Asset rows on mobile stack vertically: ticker line on top, price + change line beneath.
## Iteration Guide
1. Focus on a single component at a time. Reference YAML keys directly.
2. New CTAs default to `{rounded.pill}` (100px); new icon plates default to `{rounded.full}`. Cards use `{rounded.xl}`.
3. Variants live as separate entries inside the `components:` block.
4. Use `{token.refs}` everywhere — never inline hex.
5. Hover state never documented. Only Default and Active/Pressed.
6. CoinbaseDisplay 400 for display, CoinbaseSans 400/600/700 for body. CoinbaseMono on every number.
7. Coinbase Blue stays scarce — one or two blue moments per band.
## Known Gaps
- CoinbaseDisplay, CoinbaseSans, CoinbaseMono are licensed; Inter and JetBrains Mono are documented substitutes.
- In-product trading surfaces (order book, charts, order forms) are behind login walls — this document covers marketing only.
- Animation timings out of scope.
- Form validation states beyond focus not visible on captured surfaces.
- Accent yellow appears only inside Bitcoin asset glyph illustrations; documented as illustrative-only.
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# Coinbase Inspired Design System
# Coinbase Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/coinbase/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Composio-design-analysis
description: A developer-tools brand for AI-agent tool integration whose marketing surfaces lean into a dark, technical aesthetic with a single deep-electric-blue voltage (`#0007cd`). The page floor is near-black (`#0f0f0f`); cards float above on subtle gray-tinted surfaces. abcDiatype carries display and body in a single sans family with weights 400-600. The brand's strongest visual signature is a four-pane terminal-style mockup (a 2×2 grid of dark code/output panels) with a central blue spotlight glow — used as the homepage hero anchor.
colors:
primary: "#0007cd"
primary-active: "#0005a3"
primary-glow: "#1a26ff"
ink: "#ffffff"
body: "#a8a8a8"
body-strong: "#ffffff"
muted: "#888888"
muted-soft: "#666666"
hairline: "#222222"
hairline-soft: "#1a1a1a"
hairline-strong: "#333333"
canvas: "#0f0f0f"
canvas-deep: "#000000"
surface-card: "#181818"
surface-card-elevated: "#222222"
surface-strong: "#2a2a2a"
on-primary: "#ffffff"
on-dark: "#ffffff"
accent-cyan: "#00d4ff"
accent-violet: "#7b3aed"
semantic-error: "#ff4d4d"
semantic-success: "#33d17a"
typography:
display-mega:
fontFamily: "'abcDiatype', ui-sans-serif, system-ui, sans-serif"
fontSize: 72px
fontWeight: 500
lineHeight: 1.05
letterSpacing: -2.16px
display-xl:
fontFamily: "'abcDiatype', ui-sans-serif, system-ui, sans-serif"
fontSize: 56px
fontWeight: 500
lineHeight: 1.05
letterSpacing: -1.68px
display-lg:
fontFamily: "'abcDiatype', ui-sans-serif, system-ui, sans-serif"
fontSize: 44px
fontWeight: 500
lineHeight: 1.1
letterSpacing: -1.32px
display-md:
fontFamily: "'abcDiatype', ui-sans-serif, system-ui, sans-serif"
fontSize: 32px
fontWeight: 500
lineHeight: 1.15
letterSpacing: -0.96px
display-sm:
fontFamily: "'abcDiatype', ui-sans-serif, system-ui, sans-serif"
fontSize: 24px
fontWeight: 500
lineHeight: 1.25
letterSpacing: -0.5px
title-md:
fontFamily: "'abcDiatype', ui-sans-serif, system-ui, sans-serif"
fontSize: 18px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0
title-sm:
fontFamily: "'abcDiatype', ui-sans-serif, system-ui, sans-serif"
fontSize: 16px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0
body-md:
fontFamily: "'abcDiatype', ui-sans-serif, system-ui, sans-serif"
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
body-sm:
fontFamily: "'abcDiatype', ui-sans-serif, system-ui, sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
caption:
fontFamily: "'abcDiatype', ui-sans-serif, system-ui, sans-serif"
fontSize: 13px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
caption-uppercase:
fontFamily: "'abcDiatype', ui-sans-serif, system-ui, sans-serif"
fontSize: 11px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0.88px
textTransform: uppercase
code:
fontFamily: "'JetBrains Mono', 'Fira Code', monospace"
fontSize: 13px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
button:
fontFamily: "'abcDiatype', ui-sans-serif, system-ui, sans-serif"
fontSize: 14px
fontWeight: 500
lineHeight: 1.0
letterSpacing: 0
nav-link:
fontFamily: "'abcDiatype', ui-sans-serif, system-ui, sans-serif"
fontSize: 14px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
rounded:
none: 0px
xs: 4px
sm: 6px
md: 8px
lg: 12px
xl: 16px
pill: 9999px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
base: 16px
md: 20px
lg: 24px
xl: 32px
xxl: 48px
section: 96px
components:
top-nav-dark:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body-strong}"
typography: "{typography.nav-link}"
height: 64px
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 10px 18px
height: 40px
button-primary-active:
backgroundColor: "{colors.primary-active}"
textColor: "{colors.on-primary}"
rounded: "{rounded.md}"
button-secondary-dark:
backgroundColor: "{colors.surface-card-elevated}"
textColor: "{colors.body-strong}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 10px 18px
height: 40px
button-outline:
backgroundColor: transparent
textColor: "{colors.body-strong}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 9px 17px
height: 40px
button-tertiary-text:
backgroundColor: transparent
textColor: "{colors.body}"
typography: "{typography.button}"
hero-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body-strong}"
typography: "{typography.display-mega}"
padding: 96px
terminal-mockup-grid:
backgroundColor: "{colors.canvas-deep}"
textColor: "{colors.body-strong}"
typography: "{typography.code}"
rounded: "{rounded.xl}"
padding: 32px
terminal-pane:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.body}"
typography: "{typography.code}"
rounded: "{rounded.lg}"
padding: 20px
feature-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.body}"
typography: "{typography.title-md}"
rounded: "{rounded.xl}"
padding: 28px
toolkit-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.body-strong}"
typography: "{typography.title-sm}"
rounded: "{rounded.lg}"
padding: 20px
toolkit-icon:
backgroundColor: "{colors.surface-card-elevated}"
rounded: "{rounded.md}"
size: 40px
spotlight-glow-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.body-strong}"
typography: "{typography.display-md}"
rounded: "{rounded.xl}"
padding: 48px
code-block:
backgroundColor: "{colors.canvas-deep}"
textColor: "{colors.body}"
typography: "{typography.code}"
rounded: "{rounded.lg}"
padding: 20px
badge-pill:
backgroundColor: "{colors.surface-card-elevated}"
textColor: "{colors.body-strong}"
typography: "{typography.caption-uppercase}"
rounded: "{rounded.pill}"
padding: 4px 10px
text-input:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.body-strong}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 12px 16px
height: 44px
search-input:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.body-strong}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 10px 16px
height: 40px
cta-band-spotlight:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body-strong}"
typography: "{typography.display-lg}"
padding: 96px
testimonial-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.body}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 24px
footer-dark:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.body-sm}"
padding: 64px 48px
footer-link:
backgroundColor: transparent
textColor: "{colors.body}"
typography: "{typography.body-sm}"
---
## Overview
Composio's marketing site reads like a serious developer-infrastructure brand — closer to Vercel or Stripe Docs in atmosphere than to a typical AI-tools startup. The base canvas is a near-black `{colors.canvas}` (#0f0f0f) holding white type and a single voltage of **deep electric blue** (`{colors.primary}`#0007cd) carrying every primary CTA, brand wordmark, and atmospheric spotlight glow that backs the homepage hero.
Type runs **abcDiatype** as the single sans family across display, body, navigation, and captions. Display sits at weight 500 — confident but not bombastic. Code blocks and terminal mockups switch to JetBrains Mono.
The page rhythm is monolithic: dark canvas top to bottom with subtle elevation steps via card surfaces. The brand's strongest visual signature is a **four-pane terminal-style mockup** — a 2×2 grid of dark code/output panels with a central blue spotlight glow behind them.
**Key Characteristics:**
- Single accent: `{colors.primary}` (#0007cd) for primary CTAs, wordmark, spotlight glows.
- Single sans family: abcDiatype carries everything except code (JetBrains Mono).
- Dark monolithic canvas: `{colors.canvas}` runs top to bottom; depth from `{colors.surface-card}` and `{colors.surface-card-elevated}` brightness steps.
- Terminal-mockup hero: 2×2 grid of code/output panes is the brand signature.
- Compact pill geometry: CTAs sit at `{rounded.md}` (8px), not full pills — developer-tool dialect.
- Spotlight-glow atmospheric backdrop: a radial blue glow centered behind hero content.
- 96px section rhythm.
## Colors
### Brand & Accent
- **Composio Blue** (`{colors.primary}`#0007cd): Primary CTAs, wordmark, spotlight glow center.
- **Composio Blue Active** (`{colors.primary-active}`#0005a3): Press state.
- **Spotlight Glow Tone** (`{colors.primary-glow}`#1a26ff): Brighter blue used inside radial atmospheric glows.
- **Accent Cyan** (`{colors.accent-cyan}`#00d4ff): Sparingly on data-flow visualizations.
- **Accent Violet** (`{colors.accent-violet}`#7b3aed): Inside specific product illustrations only.
### Surface
- **Canvas** (`{colors.canvas}`#0f0f0f): Page floor — near-black.
- **Canvas Deep** (`{colors.canvas-deep}`#000000): Pure black for terminal mockup grids and code blocks.
- **Surface Card** (`{colors.surface-card}`#181818): Default content card.
- **Surface Card Elevated** (`{colors.surface-card-elevated}`#222222): Terminal panes, secondary buttons.
- **Surface Strong** (`{colors.surface-strong}`#2a2a2a): Dropdown menus.
### Hairlines
- **Hairline** (`{colors.hairline}`#222222): Default 1px divider.
- **Hairline Soft** (`{colors.hairline-soft}`#1a1a1a): Lighter divider.
- **Hairline Strong** (`{colors.hairline-strong}`#333333): Stronger panel outline.
### Text
- **Ink** (`{colors.ink}`#ffffff): Display headlines.
- **Body** (`{colors.body}`#a8a8a8): Default running-text — soft gray.
- **Body Strong** (`{colors.body-strong}`#ffffff): Same as ink.
- **Muted** (`{colors.muted}`#888888): Sub-titles, breadcrumbs.
- **Muted Soft** (`{colors.muted-soft}`#666666): Disabled text.
- **On Primary** (`{colors.on-primary}`#ffffff): White text on blue CTAs.
### Semantic
- **Success** (`{colors.semantic-success}`#33d17a): "Online", "active" indicators.
- **Error** (`{colors.semantic-error}`#ff4d4d): Validation errors.
## Typography
### Font Family
The system runs **abcDiatype** (Lineto) across every text role. Code blocks switch to **JetBrains Mono**. Fallback: `ui-sans-serif, system-ui, sans-serif`.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-mega}` | 72px | 500 | 1.05 | -2.16px | Homepage hero h1 |
| `{typography.display-xl}` | 56px | 500 | 1.05 | -1.68px | Subsidiary heroes |
| `{typography.display-lg}` | 44px | 500 | 1.1 | -1.32px | Section heads |
| `{typography.display-md}` | 32px | 500 | 1.15 | -0.96px | Sub-section heads |
| `{typography.display-sm}` | 24px | 500 | 1.25 | -0.5px | Card group titles |
| `{typography.title-md}` | 18px | 600 | 1.4 | 0 | Component titles |
| `{typography.title-sm}` | 16px | 600 | 1.4 | 0 | Toolkit card titles |
| `{typography.body-md}` | 16px | 400 | 1.5 | 0 | Default body |
| `{typography.body-sm}` | 14px | 400 | 1.5 | 0 | Footer body |
| `{typography.caption}` | 13px | 400 | 1.4 | 0 | Photo captions |
| `{typography.caption-uppercase}` | 11px | 600 | 1.4 | 0.88px | Section labels, badge pills |
| `{typography.code}` | 13px | 400 | 1.5 | 0 | Code blocks — JetBrains Mono |
| `{typography.button}` | 14px | 500 | 1.0 | 0 | CTA pill labels |
| `{typography.nav-link}` | 14px | 500 | 1.4 | 0 | Top-nav menu |
### Principles
- **Display weight stays at 500.** Confident but not display-bold.
- **abcDiatype across every role.** No display/body family split.
- **JetBrains Mono on every code surface.**
### Note on Font Substitutes
abcDiatype is a Lineto licensed typeface. Open-source substitute: **Inter** at weight 500 with letter-spacing -1.5%.
## Layout
### Spacing System
- **Base unit:** 4px.
- **Tokens:** `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.base}` 16px · `{spacing.md}` 20px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 96px.
- **Section padding:** `{spacing.section}` (96px) for major bands.
### Grid & Container
- Max content width: ~1200px.
- Editorial body: 12-column grid.
- Terminal mockup grid: 2×2 equal-size panes.
- Toolkit grid: 4-up at desktop, 2-up tablet, 1-up mobile.
- Footer: 5-column at desktop.
### Whitespace Philosophy
The dark canvas creates its own depth — whitespace can stay tight without feeling crowded. 96px between bands; 24px between cards inside a band.
## Elevation & Depth
The system uses **brightness-step elevation**: surfaces step up in brightness instead of casting drop shadows. Combined with subtle radial blue glows, this creates a focused dark-mode atmosphere.
| Level | Treatment | Use |
|---|---|---|
| Flat (canvas) | `{colors.canvas}` (#0f0f0f) | Body bands, footer |
| Recessed | `{colors.canvas-deep}` (#000000) | Terminal mockup grid background, code blocks |
| Card | `{colors.surface-card}` (#181818) | Default content cards |
| Card elevated | `{colors.surface-card-elevated}` (#222222) | Terminal panes, secondary buttons |
| Atmospheric glow | Radial gradient using `{colors.primary-glow}` | Hero spotlight backdrop |
### Decorative Depth
- **Spotlight glow backdrops** — radial blue gradient centered behind hero content.
- **Terminal-pane brightness ladder** — 2×2 mockup uses canvas-deep outer + surface-card-elevated panes.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Reserved |
| `{rounded.xs}` | 4px | Inline tags |
| `{rounded.sm}` | 6px | Compact rows |
| `{rounded.md}` | 8px | CTA buttons, form inputs |
| `{rounded.lg}` | 12px | Toolkit cards, code blocks, terminal panes |
| `{rounded.xl}` | 16px | Feature cards, terminal mockup grids |
| `{rounded.pill}` | 9999px | Section-label badges |
| `{rounded.full}` | 9999px | Avatar plates (rare) |
Compact developer-ergonomic radii — 8px CTAs, 12-16px cards. Signals "developer tool" rather than "consumer brand."
## Components
### Top Navigation
**`top-nav-dark`** — Default top nav. Background `{colors.canvas}`, text `{colors.body-strong}`, height 64px. Layout: Composio wordmark left, primary horizontal menu (Product / Toolkits / Docs / Pricing / Customers / Blog), GitHub stars + Sign In + "Get started" right.
### Buttons
**`button-primary`** — The signature Composio Blue CTA. Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.button}` (14px / 500), padding 10px × 18px, height 40px, rounded `{rounded.md}` (8px).
**`button-primary-active`** — Press state. Background `{colors.primary-active}`.
**`button-secondary-dark`** — Surface-elevated secondary. Background `{colors.surface-card-elevated}`, text `{colors.body-strong}`.
**`button-outline`** — Transparent with 1px hairline-strong border.
**`button-tertiary-text`** — Inline text link.
### Hero & Atmospheric
**`hero-band`** — Homepage hero. Background `{colors.canvas}`, full-width display headline in `{typography.display-mega}` (72px / 500), subhead, two CTAs, and a spotlight-glow backdrop emanating from behind the centered terminal-mockup grid.
**`terminal-mockup-grid`** — The brand's strongest visual signature. 2×2 grid of dark code/output panels inside a `{rounded.xl}` (16px) container. Background `{colors.canvas-deep}`, padding 32px, gap 16px.
**`terminal-pane`** — Individual code/output panel inside the mockup grid. Background `{colors.surface-card}`, text `{colors.body}` in `{typography.code}`, rounded `{rounded.lg}` (12px), padding 20px.
**`spotlight-glow-card`** — Large feature card with centered display headline and a radial blue glow behind it. Background `{colors.surface-card}`, text `{colors.body-strong}` in `{typography.display-md}`, rounded `{rounded.xl}`, padding 48px.
### Cards
**`feature-card`** — 3-up benefit grid. Background `{colors.surface-card}`, text `{colors.body}`, type `{typography.title-md}`, rounded `{rounded.xl}`, padding 28px.
**`toolkit-card`** — 4-up toolkit grid (Slack, GitHub, Stripe, Notion, Linear, etc.). Background `{colors.surface-card}`, text `{colors.body-strong}`, type `{typography.title-sm}`, rounded `{rounded.lg}`, padding 20px. 40px square `{component.toolkit-icon}` top, toolkit name, one-line description.
**`toolkit-icon`** — Square icon plate. Background `{colors.surface-card-elevated}`, rounded `{rounded.md}`, 40px size.
**`testimonial-card`** — Quote card. Background `{colors.surface-card}`, text `{colors.body}`, rounded `{rounded.lg}`, padding 24px.
### Code
**`code-block`** — Inline code/terminal block. Background `{colors.canvas-deep}`, text `{colors.body}` in `{typography.code}`, rounded `{rounded.lg}`, padding 20px.
### Forms
**`text-input`** — Background `{colors.surface-card}`, text `{colors.body-strong}`, rounded `{rounded.md}` (8px), padding 12px × 16px, height 44px.
**`search-input`** — Compact search field. Same surface and radius, smaller padding, 40px height.
### Tags & Badges
**`badge-pill`** — Small uppercase pill. Background `{colors.surface-card-elevated}`, text `{colors.body-strong}`, type `{typography.caption-uppercase}`, rounded `{rounded.pill}`, padding 4px × 10px.
### CTA / Footer
**`cta-band-spotlight`** — Pre-footer band. Background `{colors.canvas}` with centered radial spotlight glow. Display headline + single primary CTA pill. 96px padding.
**`footer-dark`** — Closing footer. Background `{colors.canvas}`, text `{colors.body}`. 5-column link list. 64×48px padding.
**`footer-link`** — Background transparent, text `{colors.body}`, type `{typography.body-sm}`.
## Do's and Don'ts
### Do
- Reserve `{colors.primary}` for primary CTAs, wordmark, and spotlight glows.
- Use `{rounded.md}` (8px) for every CTA — not full pills.
- Use brightness-step ladder for elevation; avoid drop shadows.
- Pair every hero with a centered radial blue spotlight glow.
- Render code, CLI commands in JetBrains Mono via `{typography.code}`.
- Use the 2×2 terminal-mockup grid as the homepage hero anchor.
### Don't
- Don't introduce a secondary brand color. Cyan and violet are illustrative-only.
- Don't use full pills on CTAs.
- Don't drop display weight to 400.
- Don't add drop shadow tiers.
- Don't use canvas-deep (#000000) outside terminal/code surfaces.
- Don't extract a CTA color from a third-party widget (cookie consent, OneTrust). The brand's CTA color is what appears on actual page CTAs.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 640px | Hero h1 72→36px; terminal mockup grid collapses to single pane; toolkit grid 1-up; nav hamburger. |
| Tablet | 6401024px | Hero h1 56px; terminal mockup grid stays 2×2; toolkit grid 2-up. |
| Desktop | 10241280px | Full hero h1 72px; full 2×2 terminal mockup; toolkit grid 4-up. |
| Wide | > 1280px | Content caps at 1200px. |
### Touch Targets
- Primary CTA at 40px height — at WCAG AA, padded for AAA.
- Search input at 40px.
### Collapsing Strategy
- Top nav switches to hamburger below 768px.
- Terminal mockup 2×2 grid collapses to a single pane on mobile.
- Toolkit grid: 4-up → 2-up → 1-up.
- Hero spotlight glow stays at every breakpoint.
## Iteration Guide
1. Focus on a single component at a time.
2. CTAs default to `{rounded.md}` (8px). Cards use `{rounded.lg}` or `{rounded.xl}`.
3. Variants live as separate entries inside `components:`.
4. Use `{token.refs}` everywhere — never inline hex.
5. Hover state never documented.
6. abcDiatype 500 for display, 400/600 for body. JetBrains Mono on every code surface.
7. Composio Blue stays scarce.
## Known Gaps
- abcDiatype is licensed; Inter is the substitute.
- Animation timings out of scope.
- In-product surfaces (toolkit dashboards, agent playground) are behind login walls.
- Form validation states beyond focus not visible on captured surfaces.
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# Composio Inspired Design System
# Composio Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/composio/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Cursor-design-analysis
description: An AI-first code editor whose marketing site reads like a quietly-confident developer-tools brand with a warm-cream editorial canvas (`#f7f7f4`) instead of the typical dark IDE atmosphere. Near-black warm ink (`#26251e`) carries body and display alike — display sits at weight 400 with negative letter-spacing for a magazine feel rather than a bold tech voice. The single brand voltage is **Cursor Orange** (`#f54e00`) reserved for primary CTAs and the wordmark. A signature pastel timeline palette (peach, mint, blue, lavender, gold) marks AI-action stages (Thinking / Reading / Editing / Grepping / Done) — only inside in-product timeline visualizations. Cards use minimal hairlines, no shadows, generous 80px section rhythm. CursorGothic for display/body, JetBrains Mono on every code surface (which is roughly half the page).
colors:
primary: "#f54e00"
primary-active: "#d04200"
ink: "#26251e"
body: "#5a5852"
body-strong: "#26251e"
muted: "#807d72"
muted-soft: "#a09c92"
hairline: "#e6e5e0"
hairline-soft: "#efeee8"
hairline-strong: "#cfcdc4"
canvas: "#f7f7f4"
canvas-soft: "#fafaf7"
surface-card: "#ffffff"
surface-strong: "#e6e5e0"
on-primary: "#ffffff"
timeline-thinking: "#dfa88f"
timeline-grep: "#9fc9a2"
timeline-read: "#9fbbe0"
timeline-edit: "#c0a8dd"
timeline-done: "#c08532"
semantic-error: "#cf2d56"
semantic-success: "#1f8a65"
typography:
display-mega:
fontFamily: "'CursorGothic', system-ui, 'Helvetica Neue', Helvetica, Arial, sans-serif"
fontSize: 72px
fontWeight: 400
lineHeight: 1.1
letterSpacing: -2.16px
display-lg:
fontFamily: "'CursorGothic', sans-serif"
fontSize: 36px
fontWeight: 400
lineHeight: 1.2
letterSpacing: -0.72px
display-md:
fontFamily: "'CursorGothic', sans-serif"
fontSize: 26px
fontWeight: 400
lineHeight: 1.25
letterSpacing: -0.325px
display-sm:
fontFamily: "'CursorGothic', sans-serif"
fontSize: 22px
fontWeight: 400
lineHeight: 1.3
letterSpacing: -0.11px
title-md:
fontFamily: "'CursorGothic', sans-serif"
fontSize: 18px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0
title-sm:
fontFamily: "'CursorGothic', sans-serif"
fontSize: 16px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0
body-md:
fontFamily: "'CursorGothic', sans-serif"
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
body-tracked:
fontFamily: "'CursorGothic', sans-serif"
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0.08px
body-sm:
fontFamily: "'CursorGothic', sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
caption:
fontFamily: "'CursorGothic', sans-serif"
fontSize: 13px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
caption-uppercase:
fontFamily: "'CursorGothic', sans-serif"
fontSize: 11px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0.88px
textTransform: uppercase
code:
fontFamily: "'JetBrains Mono', 'Fira Code', monospace"
fontSize: 13px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
button:
fontFamily: "'CursorGothic', sans-serif"
fontSize: 14px
fontWeight: 500
lineHeight: 1.0
letterSpacing: 0
nav-link:
fontFamily: "'CursorGothic', sans-serif"
fontSize: 14px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
rounded:
none: 0px
xs: 4px
sm: 6px
md: 8px
lg: 12px
xl: 16px
pill: 9999px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
base: 16px
md: 20px
lg: 24px
xl: 32px
xxl: 48px
section: 80px
components:
top-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.nav-link}"
height: 64px
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 10px 18px
height: 40px
button-primary-active:
backgroundColor: "{colors.primary-active}"
textColor: "{colors.on-primary}"
rounded: "{rounded.md}"
button-secondary:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 9px 17px
height: 40px
button-tertiary-text:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.button}"
button-download:
backgroundColor: "{colors.ink}"
textColor: "{colors.canvas}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 12px 20px
height: 44px
hero-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-mega}"
padding: 80px
ide-mockup-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
rounded: "{rounded.lg}"
padding: 0
ide-pane:
backgroundColor: "{colors.canvas-soft}"
textColor: "{colors.body}"
typography: "{typography.code}"
rounded: "{rounded.md}"
padding: 16px
feature-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.lg}"
padding: 24px
comparison-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 24px
timeline-pill-thinking:
backgroundColor: "{colors.timeline-thinking}"
textColor: "{colors.ink}"
typography: "{typography.caption-uppercase}"
rounded: "{rounded.pill}"
padding: 4px 10px
timeline-pill-grep:
backgroundColor: "{colors.timeline-grep}"
textColor: "{colors.ink}"
typography: "{typography.caption-uppercase}"
rounded: "{rounded.pill}"
padding: 4px 10px
timeline-pill-read:
backgroundColor: "{colors.timeline-read}"
textColor: "{colors.ink}"
typography: "{typography.caption-uppercase}"
rounded: "{rounded.pill}"
padding: 4px 10px
timeline-pill-edit:
backgroundColor: "{colors.timeline-edit}"
textColor: "{colors.ink}"
typography: "{typography.caption-uppercase}"
rounded: "{rounded.pill}"
padding: 4px 10px
timeline-pill-done:
backgroundColor: "{colors.timeline-done}"
textColor: "{colors.on-primary}"
typography: "{typography.caption-uppercase}"
rounded: "{rounded.pill}"
padding: 4px 10px
code-block:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.code}"
rounded: "{rounded.lg}"
padding: 20px
pricing-tier-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 32px
pricing-tier-featured:
backgroundColor: "{colors.ink}"
textColor: "{colors.canvas}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 32px
text-input:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 12px 16px
height: 44px
badge-pill:
backgroundColor: "{colors.surface-strong}"
textColor: "{colors.ink}"
typography: "{typography.caption-uppercase}"
rounded: "{rounded.pill}"
padding: 4px 10px
cta-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-lg}"
padding: 96px
testimonial-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.body}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 24px
footer:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.body-sm}"
padding: 64px 48px
footer-link:
backgroundColor: transparent
textColor: "{colors.body}"
typography: "{typography.body-sm}"
---
## Overview
Cursor's marketing site reads as a quietly-confident developer brand that believes in editorial calm over IDE-darkness. The base canvas is **warm cream** (`{colors.canvas}`#f7f7f4) holding warm near-black ink (`{colors.ink}`#26251e) for body and display alike. The single brand voltage is **Cursor Orange** (`{colors.primary}`#f54e00) reserved for primary CTAs and the wordmark — used scarcely.
Type runs **CursorGothic** as the single sans family. Display sits at weight 400 with negative letter-spacing — a magazine-editorial voice rather than tech-bombastic. JetBrains Mono carries every code surface (and code surfaces are roughly half the page).
The brand's strongest visual signature is the **AI-timeline pill palette**: five pastel pills (peach `{colors.timeline-thinking}`, mint `{colors.timeline-grep}`, blue `{colors.timeline-read}`, lavender `{colors.timeline-edit}`, gold `{colors.timeline-done}`) marking AI-action stages inside in-product timeline visualizations. Used only in product UI — never as system action colors.
**Key Characteristics:**
- Warm cream canvas, not white. Ink is warm (#26251e), not pure black.
- Single CTA color: `{colors.primary}` (Cursor Orange #f54e00). Used scarcely.
- Display weight stays at 400 — never bold. Magazine voice.
- AI timeline pastels: 5 dedicated tokens for in-product agent action stages.
- Compact 8px CTA radius — developer dialect.
- Hairline-only depth; no drop shadows.
- 80px section rhythm.
## Colors
### Brand & Accent
- **Cursor Orange** (`{colors.primary}`#f54e00): Primary CTA pills, wordmark, hero accent. Used scarcely.
- **Cursor Orange Active** (`{colors.primary-active}`#d04200): Press state.
### Surface
- **Canvas** (`{colors.canvas}`#f7f7f4): Warm cream page floor.
- **Canvas Soft** (`{colors.canvas-soft}`#fafaf7): IDE-pane background inside mockups.
- **Surface Card** (`{colors.surface-card}`#ffffff): Pure white card surface — slight contrast against the cream canvas.
- **Surface Strong** (`{colors.surface-strong}`#e6e5e0): Badges, tag pills.
### Hairlines
- **Hairline** (`{colors.hairline}`#e6e5e0): 1px divider.
- **Hairline Soft** (`{colors.hairline-soft}`#efeee8): Lighter divider.
- **Hairline Strong** (`{colors.hairline-strong}`#cfcdc4): Stronger panel outline.
### Text
- **Ink** (`{colors.ink}`#26251e): Display, body emphasis. Warm near-black.
- **Body** (`{colors.body}`#5a5852): Default running-text.
- **Body Strong** (`{colors.body-strong}`#26251e): Same as ink.
- **Muted** (`{colors.muted}`#807d72): Sub-titles.
- **Muted Soft** (`{colors.muted-soft}`#a09c92): Disabled text.
- **On Primary** (`{colors.on-primary}`#ffffff): White text on Cursor Orange.
### Timeline (AI-action signature)
- **Thinking** (`{colors.timeline-thinking}`#dfa88f): Peach. Used inside in-product agent timeline only.
- **Grep** (`{colors.timeline-grep}`#9fc9a2): Mint.
- **Read** (`{colors.timeline-read}`#9fbbe0): Pastel blue.
- **Edit** (`{colors.timeline-edit}`#c0a8dd): Lavender.
- **Done** (`{colors.timeline-done}`#c08532): Warm gold.
### Semantic
- **Success** (`{colors.semantic-success}`#1f8a65): Confirmation indicators.
- **Error** (`{colors.semantic-error}`#cf2d56): Validation errors.
## Typography
### Font Family
**CursorGothic** is the licensed display + body family. Fallback: `system-ui, "Helvetica Neue", Helvetica, Arial, sans-serif`. Code surfaces switch to **JetBrains Mono**.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-mega}` | 72px | 400 | 1.1 | -2.16px | Homepage hero h1 |
| `{typography.display-lg}` | 36px | 400 | 1.2 | -0.72px | Section heads |
| `{typography.display-md}` | 26px | 400 | 1.25 | -0.325px | Sub-section heads |
| `{typography.display-sm}` | 22px | 400 | 1.3 | -0.11px | Card group titles |
| `{typography.title-md}` | 18px | 600 | 1.4 | 0 | Component titles |
| `{typography.title-sm}` | 16px | 600 | 1.4 | 0 | List labels |
| `{typography.body-md}` | 16px | 400 | 1.5 | 0 | Default body |
| `{typography.body-tracked}` | 16px | 400 | 1.5 | 0.08px | Tracked editorial body |
| `{typography.body-sm}` | 14px | 400 | 1.5 | 0 | Footer body |
| `{typography.caption}` | 13px | 400 | 1.4 | 0 | Photo captions |
| `{typography.caption-uppercase}` | 11px | 600 | 1.4 | 0.88px | Section labels, timeline pill labels |
| `{typography.code}` | 13px | 400 | 1.5 | 0 | Code blocks — JetBrains Mono |
| `{typography.button}` | 14px | 500 | 1.0 | 0 | CTA pill labels |
| `{typography.nav-link}` | 14px | 500 | 1.4 | 0 | Top-nav menu |
### Principles
- **Display weight stays at 400.** Magazine voice, never bold.
- **Negative letter-spacing on display only.** -0.11px to -2.16px tracking.
- **JetBrains Mono on every code surface.**
### Note on Font Substitutes
CursorGothic is licensed. Open-source substitute: **Inter** at weight 400 with letter-spacing -1.5%. Or **GT Sectra** for a more editorial feel.
## Layout
### Spacing System
- **Base unit:** 4px.
- **Tokens:** `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.base}` 16px · `{spacing.md}` 20px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 80px.
- **Section padding:** 80px.
### Grid & Container
- Max content width: ~1200px.
- Editorial body: 12-column grid.
- Feature card grids: 2-up at desktop for splits, 3-up for benefits.
- Footer: 5-column at desktop.
### Whitespace Philosophy
Generous editorial pacing — closer to a print magazine than a tech site. The cream canvas has plenty of breathing room; cards within bands sit close (16-24px gap).
## Elevation & Depth
The system uses **hairline-only depth**. No drop shadows, no elevation tiers. Cards float above the canvas via 1px hairlines and the slight white-on-cream contrast.
| Level | Treatment | Use |
|---|---|---|
| Flat (canvas) | `{colors.canvas}` (#f7f7f4) | Body bands, footer |
| Card | `{colors.surface-card}` (#ffffff) | Content cards |
| Hairline border | 1px `{colors.hairline}` | Card outlines, dividers |
| IDE pane | `{colors.canvas-soft}` (#fafaf7) | Inside IDE mockup cards |
### Decorative Depth
- **IDE-mockup cards** are the only "elevated" element. White card on cream canvas with internal pane structure mimicking the actual Cursor editor.
- **Timeline pastel pills** add chromatic depth without surface elevation.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Reserved |
| `{rounded.xs}` | 4px | Inline tags |
| `{rounded.sm}` | 6px | Compact rows |
| `{rounded.md}` | 8px | CTA buttons, form inputs |
| `{rounded.lg}` | 12px | Cards, IDE panes |
| `{rounded.xl}` | 16px | Larger feature cards (rare) |
| `{rounded.pill}` | 9999px | Timeline pills, badges |
| `{rounded.full}` | 9999px | Avatars (rare) |
## Components
### Top Navigation
**`top-nav`** — Background `{colors.canvas}`, text `{colors.ink}`, height 64px. Layout: Cursor wordmark left, primary horizontal menu (Pricing / Features / Enterprise / Blog / Forum / Careers), Sign In + Download primary CTA right.
### Buttons
**`button-primary`** — The signature Cursor Orange CTA. Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.button}` (14px / 500), padding 10px × 18px, height 40px, rounded `{rounded.md}` (8px).
**`button-primary-active`** — Press state. Background `{colors.primary-active}`.
**`button-secondary`** — White card pill on cream canvas. Background `{colors.surface-card}`, text `{colors.ink}`, 1px `{colors.hairline-strong}` border.
**`button-tertiary-text`** — Inline ink text link.
**`button-download`** — Larger ink-canvas CTA. Background `{colors.ink}`, text `{colors.canvas}`, padding 12px × 20px, height 44px. Used for "Download for macOS" type CTAs.
### Hero & IDE Mockups
**`hero-band`** — Background `{colors.canvas}`, full-width display headline in `{typography.display-mega}` (72px / 400 / -2.16px), subhead in `{typography.body-md}`, two CTAs (`button-download` + `button-tertiary-text`), and a centered IDE-mockup card below the hero copy.
**`ide-mockup-card`** — A white card containing a multi-pane IDE mockup (sidebar + main editor + chat panel + terminal). Background `{colors.surface-card}`, rounded `{rounded.lg}` (12px), 1px `{colors.hairline}` border, no padding (panes fill the card edge-to-edge).
**`ide-pane`** — Individual IDE pane inside the mockup. Background `{colors.canvas-soft}`, text `{colors.body}` in `{typography.code}` (JetBrains Mono 13px), rounded `{rounded.md}` (8px), padding 16px.
### Cards
**`feature-card`** — Background `{colors.surface-card}`, text `{colors.ink}`, type `{typography.title-md}`, rounded `{rounded.lg}`, padding 24px. 1px `{colors.hairline}` border.
**`comparison-card`** — Side-by-side "Cursor vs other tools" card. Same surface and rounding; internally split into 2 columns.
**`testimonial-card`** — Quote card. Background `{colors.surface-card}`, text `{colors.body}`, rounded `{rounded.lg}`, padding 24px.
### AI Timeline (signature)
**`timeline-pill-thinking`** — Peach pill. Background `{colors.timeline-thinking}`, text `{colors.ink}`, type `{typography.caption-uppercase}` (11px / 600 / 0.88px tracking, uppercase), rounded `{rounded.pill}`, padding 4px × 10px. Marks "Thinking" stage in product timeline.
**`timeline-pill-grep`** — Mint pill. Same shape, background `{colors.timeline-grep}`. Marks "Grepping" stage.
**`timeline-pill-read`** — Pastel-blue pill. Background `{colors.timeline-read}`. Marks "Reading" stage.
**`timeline-pill-edit`** — Lavender pill. Background `{colors.timeline-edit}`. Marks "Editing" stage.
**`timeline-pill-done`** — Gold pill. Background `{colors.timeline-done}`, text `{colors.on-primary}` white. Marks "Done" stage.
### Code
**`code-block`** — Inline code block. Background `{colors.surface-card}`, text `{colors.ink}` in `{typography.code}`, rounded `{rounded.lg}`, padding 20px, 1px `{colors.hairline}` border.
### Pricing
**`pricing-tier-card`** — Background `{colors.surface-card}`, rounded `{rounded.lg}`, padding 32px, 1px `{colors.hairline}` border.
**`pricing-tier-featured`** — Featured tier inverts to ink. Background `{colors.ink}`, text `{colors.canvas}`. Same shape, dark inversion signals "highlighted" without colored ribbon.
### Forms & Tags
**`text-input`** — Background `{colors.surface-card}`, text `{colors.ink}`, rounded `{rounded.md}` (8px), padding 12px × 16px, height 44px.
**`badge-pill`** — Small uppercase pill. Background `{colors.surface-strong}`, text `{colors.ink}`, type `{typography.caption-uppercase}`, rounded `{rounded.pill}`, padding 4px × 10px.
### CTA / Footer
**`cta-band`** — Pre-footer "Try Cursor now" band. Background `{colors.canvas}`, centered display headline in `{typography.display-lg}`, single Cursor Orange CTA. 96px vertical padding.
**`footer`** — Closing footer. Background `{colors.canvas}`, text `{colors.body}`. 5-column link list. 64×48px padding.
**`footer-link`** — Background transparent, text `{colors.body}`, type `{typography.body-sm}`.
## Do's and Don'ts
### Do
- Reserve `{colors.primary}` (Cursor Orange) for primary CTAs and brand wordmark.
- Keep display weight at 400. The editorial voice depends on this.
- Use the cream `{colors.canvas}` page floor — never pure white.
- Render every code surface (inline, blocks, IDE panes) in JetBrains Mono.
- Use timeline pastels only inside in-product agent visualizations — never as system action colors.
### Don't
- Don't introduce a secondary brand action color. Cursor Orange is the only one.
- Don't drop display to bold weights (700+). Magazine voice depends on 400.
- Don't add drop shadows. Hairlines + ink-on-cream contrast carry the depth.
- Don't use timeline pastels on non-timeline UI. They're scoped to the agent timeline only.
- Don't extract a CTA color from a third-party widget (cookie consent, OneTrust). The brand's CTA is what appears on actual product CTAs.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 640px | Hero h1 72→32px; IDE mockup collapses to single pane preview; feature grid 1-up; nav hamburger. |
| Tablet | 6401024px | Hero h1 56px; IDE mockup compresses; feature grid 2-up. |
| Desktop | 10241280px | Full hero h1 72px; full multi-pane IDE mockup; feature grid 3-up. |
| Wide | > 1280px | Content caps at 1200px. |
### Touch Targets
- Primary CTA at 40px height — at WCAG AA, padded for AAA.
- Download CTA at 44px — at AAA.
### Collapsing Strategy
- Top nav switches to hamburger below 768px.
- IDE mockup multi-pane collapses to a single primary pane preview on mobile.
- Feature grid: 3-up → 2-up → 1-up.
## Iteration Guide
1. Focus on a single component at a time.
2. CTAs default to `{rounded.md}` (8px). Cards use `{rounded.lg}` (12px).
3. Variants live as separate entries inside `components:`.
4. Use `{token.refs}` everywhere — never inline hex.
5. Hover state never documented.
6. CursorGothic 400 for display, 400/500/600 for body. JetBrains Mono on every code surface.
7. Cursor Orange stays scarce.
8. Timeline pastels stay scoped to in-product agent visualizations.
## Known Gaps
- CursorGothic is a licensed typeface; Inter is the substitute.
- Animation timings (timeline pill entrance, IDE pane reveal) out of scope.
- In-app surfaces (code editor, chat panel, agent timeline) only partially captured via marketing IDE mockups.
- Form validation states beyond focus not visible on captured surfaces.
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# Cursor Inspired Design System
# Cursor Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/cursor/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Dell 1996 Inspired
description: An inspired interpretation of Dell.com's 1996 design language — a catalog-era enterprise web design built around a literal black page frame, vivid flat color-block "ribbon cards" tinted in sage, salmon, periwinkle, sky, peach and lime, chunky Helvetica-Black display titles, Times Roman body copy, and an entire visual vocabulary of pre-Photoshop hand-cut GIF stickers (NEW! bursts, award seals, beveled product photos).
colors:
primary: "#e91d2a"
on-primary: "#ffffff"
canvas: "#ffffff"
surface: "#ffffff"
ink: "#000000"
frame-ink: "#000000"
yellow-sticker: "#fcc20f"
purple-stripe: "#6a26a4"
link: "#0000ee"
# Ribbon-card tint family (one per product line)
tint-olive: "#8e8a25"
tint-sage: "#b3bd95"
tint-salmon: "#d77a7a"
tint-peach: "#e6915d"
tint-lime: "#c0d4a7"
tint-sky: "#9ab6c8"
tint-steel: "#a5b8c0"
tint-periwinkle: "#8c9ae0"
typography:
display:
fontFamily: Arial Black
fontSize: 36px
fontWeight: 900
lineHeight: 1.0
letterSpacing: 0
heading-1:
fontFamily: Arial Black
fontSize: 24px
fontWeight: 900
lineHeight: 1.05
letterSpacing: 0
heading-2:
fontFamily: Helvetica
fontSize: 16px
fontWeight: 700
lineHeight: 1.2
letterSpacing: 0
heading-3:
fontFamily: Helvetica
fontSize: 14px
fontWeight: 700
lineHeight: 1.2
letterSpacing: 0
body:
fontFamily: Times New Roman
fontSize: 14px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
body-sm:
fontFamily: Times New Roman
fontSize: 12px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
caption:
fontFamily: Times New Roman
fontSize: 11px
fontWeight: 400
lineHeight: 1.35
letterSpacing: 0
button:
fontFamily: Helvetica
fontSize: 12px
fontWeight: 700
lineHeight: 1.0
letterSpacing: 0
link:
fontFamily: Times New Roman
fontSize: 14px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
ui-label:
fontFamily: Helvetica
fontSize: 12px
fontWeight: 700
lineHeight: 1.0
letterSpacing: 0
rounded:
none: 0px
full: 9999px
spacing:
xxs: 2px
xs: 4px
s: 6px
sm: 8px
m: 10px
md: 12px
lg: 16px
xl: 20px
xxl: 24px
section-sm: 32px
section: 40px
section-lg: 48px
components:
# ─── Brand-native components ───
page-frame:
backgroundColor: "{colors.frame-ink}"
textColor: "{colors.canvas}"
rounded: "{rounded.none}"
padding: 8px
top-banner:
backgroundColor: "{colors.frame-ink}"
textColor: "{colors.canvas}"
typography: "{typography.heading-2}"
rounded: "{rounded.none}"
padding: 12px 16px
section-eyebrow-olive:
backgroundColor: "{colors.tint-olive}"
textColor: "{colors.ink}"
typography: "{typography.display}"
rounded: "{rounded.none}"
padding: 24px 16px
section-eyebrow-salmon:
backgroundColor: "{colors.tint-salmon}"
textColor: "{colors.ink}"
typography: "{typography.display}"
rounded: "{rounded.none}"
padding: 24px 16px
ribbon-card-title:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
borderColor: "{colors.frame-ink}"
typography: "{typography.heading-3}"
rounded: "{rounded.none}"
padding: 6px 12px
ribbon-card-body-sage:
backgroundColor: "{colors.tint-sage}"
textColor: "{colors.ink}"
borderColor: "{colors.frame-ink}"
typography: "{typography.body}"
rounded: "{rounded.none}"
padding: 12px 16px
ribbon-card-body-salmon:
backgroundColor: "{colors.tint-salmon}"
textColor: "{colors.ink}"
borderColor: "{colors.frame-ink}"
typography: "{typography.body}"
rounded: "{rounded.none}"
padding: 12px 16px
ribbon-card-body-peach:
backgroundColor: "{colors.tint-peach}"
textColor: "{colors.ink}"
borderColor: "{colors.frame-ink}"
typography: "{typography.body}"
rounded: "{rounded.none}"
padding: 12px 16px
ribbon-card-body-lime:
backgroundColor: "{colors.tint-lime}"
textColor: "{colors.ink}"
borderColor: "{colors.frame-ink}"
typography: "{typography.body}"
rounded: "{rounded.none}"
padding: 12px 16px
ribbon-card-body-sky:
backgroundColor: "{colors.tint-sky}"
textColor: "{colors.ink}"
borderColor: "{colors.frame-ink}"
typography: "{typography.body}"
rounded: "{rounded.none}"
padding: 12px 16px
ribbon-card-body-steel:
backgroundColor: "{colors.tint-steel}"
textColor: "{colors.ink}"
borderColor: "{colors.frame-ink}"
typography: "{typography.body}"
rounded: "{rounded.none}"
padding: 12px 16px
ribbon-card-body-periwinkle:
backgroundColor: "{colors.tint-periwinkle}"
textColor: "{colors.ink}"
borderColor: "{colors.frame-ink}"
typography: "{typography.body}"
rounded: "{rounded.none}"
padding: 12px 16px
cta-block-red:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
borderColor: "{colors.frame-ink}"
typography: "{typography.body}"
rounded: "{rounded.none}"
padding: 16px
phone-callout:
backgroundColor: "{colors.frame-ink}"
textColor: "{colors.primary}"
typography: "{typography.heading-2}"
rounded: "{rounded.none}"
padding: 4px 8px
buy-a-dell-sticker:
backgroundColor: "{colors.yellow-sticker}"
textColor: "{colors.ink}"
borderColor: "{colors.frame-ink}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 4px 8px
new-burst-sticker:
backgroundColor: "{colors.yellow-sticker}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 4px 8px
cert-seal:
backgroundColor: "{colors.primary}"
textColor: "{colors.canvas}"
typography: "{typography.button}"
rounded: "{rounded.full}"
size: 64px
icon-label-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.ui-label}"
rounded: "{rounded.none}"
padding: 8px
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
borderColor: "{colors.frame-ink}"
typography: "{typography.body}"
rounded: "{rounded.none}"
padding: 4px 6px
button-primary:
backgroundColor: "{colors.frame-ink}"
textColor: "{colors.on-primary}"
borderColor: "{colors.frame-ink}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 6px 16px
button-secondary:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
borderColor: "{colors.frame-ink}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 6px 16px
button-text-link:
backgroundColor: "{colors.canvas}"
textColor: "{colors.link}"
typography: "{typography.link}"
rounded: "{rounded.none}"
footer-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
borderColor: "{colors.frame-ink}"
typography: "{typography.body-sm}"
padding: 16px
# ─── Examples (illustrative, kit-mirror) — injected by derive-examples-block.mjs ───
# ─── Examples (illustrative) — auto-derived; resolve any TO_FILL markers below ───
ex-pricing-tier:
description: "Default Pricing tier card. Re-uses feature-card chrome with the base white surface."
backgroundColor: "{colors.surface}"
textColor: "{colors.ink}"
borderColor: "{colors.frame-ink}"
rounded: "{rounded.none}"
padding: "{spacing.lg}"
ex-pricing-tier-featured:
description: "Featured/highlighted tier — polarity-flipped surface (dark fill + light text in light mode, light fill + dark text in dark mode)."
backgroundColor: "{colors.ink}"
textColor: "{colors.on-primary}"
rounded: "{rounded.none}"
padding: "{spacing.lg}"
ex-product-selector:
description: "What's Included summary card — re-purposed for SaaS / B2B verticals (NOT a literal product gallery)."
backgroundColor: "{colors.surface}"
rounded: "{rounded.none}"
padding: "{spacing.lg}"
ex-cart-drawer:
description: "Subscription summary — re-purposed for SaaS / B2B (line items per add-on, not literal cart)."
backgroundColor: "{colors.surface}"
rounded: "{rounded.none}"
padding: "{spacing.lg}"
item-divider: "{colors.frame-ink}"
ex-app-shell-row:
description: "Sidebar nav row inside the App Shell example. Active state uses brand primary as the indicator."
backgroundColor: "{colors.canvas}"
activeIndicator: "{colors.primary}"
rounded: "{rounded.none}"
padding: "{spacing.sm} {spacing.md}"
ex-data-table-cell:
description: "Default data-table th + td chrome. Header uses mono-caps eyebrow typography; body uses body-sm."
headerBackground: "{colors.surface}"
headerTypography: "{typography.caption}"
bodyTypography: "{typography.body-sm}"
cellPadding: "{spacing.s} {spacing.md}"
rowBorder: "{colors.frame-ink}"
ex-auth-form-card:
description: "Sign-in / sign-up card. Re-uses feature-card chrome with text-input primitives inside."
backgroundColor: "{colors.surface}"
rounded: "{rounded.none}"
padding: "{spacing.lg}"
ex-modal-card:
description: "Modal dialog surface — same chrome as feature-card with elevated shadow."
backgroundColor: "{colors.surface}"
rounded: "{rounded.none}"
padding: "{spacing.lg}"
ex-empty-state-card:
description: "Empty-state illustration frame."
backgroundColor: "{colors.surface}"
rounded: "{rounded.none}"
padding: "{spacing.xl}"
captionTypography: "{typography.body}"
ex-toast:
description: "Toast notification surface — feature-card shape + medium shadow."
backgroundColor: "{colors.surface}"
rounded: "{rounded.none}"
padding: "{spacing.md} {spacing.lg}"
typography: "{typography.body-sm}"
---
## Overview
Dell's December 1996 home page is a perfectly preserved fossil of catalog-era enterprise web design — the moment when a Fortune-100 brand decided the web was *important enough* to invest in, but two years before CSS would be widely adopted and three years before "design system" was a phrase anyone used. Every visual choice on the page is a downstream consequence of that constraint: layout via HTML tables, type via the browser's built-in font stack (Arial Black / Helvetica / Times Roman), color via 8-bit-safe flat fills, and decoration via hand-cut GIF "stickers" (the NEW! burst, the round PC Magazine Readers' Choice seal, the beveled "BUY a DELL" yellow tab). The page is bordered — literally bordered, in a 1-cell-wide black HTML table — and inside that frame, every product line gets a "ribbon card": a white title bar with a sharp black underline, a tinted body block in one of eight catalog colors (sage, salmon, peach, lime, sky, steel, periwinkle, olive), and a beveled product photograph notched into the right edge of the card.
The brand voice carries through in two anchors: a vivid Dell-red CTA panel on the left of the homepage (cream-yellow Times Roman copy on a `{colors.primary}` fill, set inside the black frame) and a screaming red phone number — `1-800-213-DELL` — pinned to the top-right of every page, because in 1996 the website was a brochure that ended with a phone call. The footer is a row of four hand-drawn icon-labels (FIND / HOME / ONLINE STORE / SERVICE & SUPPORT) linked by a thin green horizontal rule, and a single classic-Mosaic-blue underlined "Copyright" link sitting above the legal small print in Times Roman.
**Key Characteristics:**
- Literal page frame: every page sits inside a `{colors.frame-ink}` (black) outer border ~8 px thick — the design treats the browser window as a printed picture frame
- Flat color-block "ribbon cards" tint each product family with a dedicated catalog color (`{colors.tint-sage}` Latitude, `{colors.tint-salmon}` OptiPlex GX, `{colors.tint-periwinkle}` PowerEdge, `{colors.tint-sky}` Dellware, etc.) — no gradients, no shadows, no opacity
- Chunky display typography in `{typography.display}` (Arial Black 36 / weight 900) for section title blocks; `{typography.heading-2}` (Helvetica Bold 16) for product row titles; `{typography.body}` Times Roman 14 for everything else
- Hand-cut GIF "stickers" overlay the layout: yellow "BUY a DELL" tab in the top right, angled "NEW!" bursts on new product rows, round red PC Magazine Readers' Choice seals
- `{colors.primary}` (Dell red) reserved for two things only: the homepage CTA panel and the top-right phone number — never decorative
- Footer icon-nav with classic-blue (`{colors.link}` #0000ee) anchor underlines — the unmistakable Netscape 3.x link colour
## Colors
### Brand & Accent
- **Dell Red** (`{colors.primary}`#e91d2a): The brand's signature red. Reserved for the homepage CTA panel ("At Dell.com, we'll help you find the right system…"), the top-right phone number, and the PC Magazine Readers' Choice seal ring. Never used as a card body fill.
- **Dell Yellow** (`{colors.yellow-sticker}`#fcc20f): Sticker yellow — the "BUY a DELL" tab in the top banner, and the angled "NEW!" bursts overlapping new product rows.
- **Dell Purple** (`{colors.purple-stripe}`#6a26a4): The accent stripe behind the lowercase ".com" / "DELL" wordmark text — appears inside the "BUY a DELL" sticker chrome only.
### Surface
- **Frame Ink** (`{colors.frame-ink}`#000000): Pure black. The page frame, the top banner background, button fills, and all 1 px ribbon-card hairlines.
- **Canvas** (`{colors.canvas}`#ffffff): True white inside the frame. The page surface, the ribbon-card title-bar fill, and the icon-label nav backdrop.
### Text
- **Ink** (`{colors.ink}`#000000): Body text, headings, link copy before visit. Pure black; no warm-near-black softening in 1996.
- **Link** (`{colors.link}`#0000ee): Classic Mosaic / Netscape 3.x default link blue. Underlined inline anchors ("Copyright", "(Terms of Use)", inline "from Dell's award-winning service and support teams").
### Ribbon-Card Tint Family
Eight catalog colors, one per product line — these are the page's chromatic personality:
- **Olive** (`{colors.tint-olive}`#8e8a25): "DIMENSION DESKTOPS" eyebrow block
- **Sage** (`{colors.tint-sage}`#b3bd95): Latitude Notebooks ribbon body
- **Salmon** (`{colors.tint-salmon}`#d77a7a): "OPTIPLEX DESKTOP SYSTEMS" eyebrow + GX Series body
- **Peach** (`{colors.tint-peach}`#e6915d): Dimension card body + OptiPlex Gs body
- **Lime** (`{colors.tint-lime}`#c0d4a7): OptiPlex G Series body
- **Sky** (`{colors.tint-sky}`#9ab6c8): Dellware ribbon body
- **Steel** (`{colors.tint-steel}`#a5b8c0): Dimension XPS Pro ribbon body
- **Periwinkle** (`{colors.tint-periwinkle}`#8c9ae0): PowerEdge ribbon body
The tints are saturated but not vivid — they sit just below true neutral chroma, the signature of GIF-era web-safe-palette quantization.
## Typography
### Font Family
Three system-stack families, no webfonts (webfonts didn't exist yet):
- **Arial Black** (fallback: Helvetica, system-ui sans) — display headings only. The chunky stenciled section eyebrows ("DIMENSION DESKTOPS", "OPTIPLEX DESKTOP SYSTEMS") are Arial Black at weight 900, set in all-caps with normal tracking.
- **Helvetica** (fallback: Arial, system-ui sans) — product-row titles, button labels, the top banner's "BUILD YOUR OWN COMPUTER. ONLINE." headline. Always bold (700), always all-caps.
- **Times New Roman** (fallback: Times, serif) — body copy. Every paragraph, every caption, every inline anchor sits in default-rendered Times Roman. The serifs date the design instantly — body text on the modern web is almost never serif.
### Hierarchy
| Token | Size | Weight | Line Height | Use |
|---|---|---|---|---|
| `{typography.display}` | 36px | 900 | 1.0 | Section eyebrow titles ("DIMENSION DESKTOPS", "OPTIPLEX DESKTOP SYSTEMS") |
| `{typography.heading-1}` | 24px | 900 | 1.05 | Sub-page hero headlines |
| `{typography.heading-2}` | 16px | 700 | 1.2 | Top banner copy, product-line H1 ("Reliable PC's for High-Performance Computing.") |
| `{typography.heading-3}` | 14px | 700 | 1.2 | Ribbon-card title bar ("OPTIPLEX GX PRO", "DIMENSION XPS") |
| `{typography.body}` | 14px | 400 | 1.4 | Default paragraph copy, ribbon-card body, CTA-panel copy |
| `{typography.body-sm}` | 12px | 400 | 1.4 | "This site is best viewed with browser versions 3.0 and higher." |
| `{typography.caption}` | 11px | 400 | 1.35 | Footer copyright text |
| `{typography.button}` | 12px | 700 | 1.0 | Button labels, "NEW!" sticker, BUY-a-DELL sticker |
| `{typography.ui-label}` | 12px | 700 | 1.0 | Icon-label nav uppercase labels ("FIND", "HOME", "ONLINE STORE", "SERVICE & SUPPORT") |
### Principles
- Sans for UI, serif for body — the inverse of the modern convention, and a dead giveaway of mid-90s typography.
- Display weights are extreme (900 / Black) and never softer. The "Dimension" / "OptiPlex" eyebrow blocks lean on the heaviest weight the font ships.
- No letter-spacing tracking adjustments — pixel-fonts in 1996 didn't reward it. Everything is set at the browser's default kern.
- Line-height is tight on display (1.0) and conventional on body (1.4) — a holdover from print-magazine catalog layout.
### Note on Font Substitutes
All three families are operating-system defaults on every consumer OS shipped in 1996 (Windows 95: Arial / Times New Roman; Mac OS 7.5+: Helvetica / Times). The brand had no fallback strategy because no fallback was needed — the fonts were always present. Modern reproductions can stay on this exact stack (Arial Black / Helvetica / Times New Roman) for authenticity.
## Layout
### Spacing System
- **Base unit**: 4 px (with 2 / 6 / 10 intermediates). 1996 page layout was driven by HTML table cell padding (`cellpadding="4"` / `cellspacing="0"`) rather than a designed scale.
- **Tokens**: `{spacing.xxs}` 2px · `{spacing.xs}` 4px · `{spacing.s}` 6px · `{spacing.sm}` 8px · `{spacing.m}` 10px · `{spacing.md}` 12px · `{spacing.lg}` 16px · `{spacing.xl}` 20px · `{spacing.xxl}` 24px · `{spacing.section-sm}` 32px · `{spacing.section}` 40px · `{spacing.section-lg}` 48px.
- **Card interior padding**: `{spacing.md}` 12 px vertical / `{spacing.lg}` 16 px horizontal on ribbon-card bodies.
- **Section vertical rhythm**: `{spacing.section}` 40 px between product-ribbon stacks; `{spacing.section-sm}` 32 px between the eyebrow color block and its first ribbon-card.
### Grid & Container
- Fixed-width table layout pinned around 760 px wide — the de facto 1996 standard targeting 800×600 monitors with a small scrollbar gutter.
- Two-column outer structure: left rail (~28 %) carries the homepage icon-link grid + CTA red panel; right column (~72 %) carries the product ribbon stack.
- No grid system in the modern sense — every section is its own `<table>` declaration with hard-coded column widths.
### Whitespace Philosophy
Tight by modern standards. Catalog density wins over editorial breath — every pixel inside the black frame is doing work (illustration, color block, headline, body). The compensating decompression happens *inside* each ribbon card: white title bar + tinted body block + product photo notch creates internal breathing room without enlarging the overall page.
### Responsive Strategy
#### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Period default | 800 × 600 | Fixed 760 px layout, designed for the era's standard monitor |
| Modern desktop | 1280+ px | Layout sits centered with generous side gutters — emulates "magazine spread in the middle of the screen" |
| Tablet | 768 px | Black frame compresses to 4 px; ribbon-cards stack at full width inside |
| Mobile | < 480 px | Black frame to 2 px; two-column structure collapses to single column; left rail icon grid stacks above the right-column product stack |
#### Touch Targets
1996 had no notion of touch — the original designs assume mouse-only. Modern reproductions need to widen the icon-label nav targets to 44 × 44 px minimum at mobile (the 1996 icons sat at ~24 × 24 with 8 px label below, well under modern guidelines).
#### Collapsing Strategy
- At ≤ 768 px, the homepage's left-rail icon-link grid (Online Store / Service / Why Dell? / Government / Worldwide / Order Status / Company Info / U.S. Careers) collapses from a 2 × 4 grid to a single-column stack
- Ribbon-card right-edge product photo notch becomes a top-aligned full-width image at mobile
- The top banner's tagline ("BUILD YOUR OWN COMPUTER. ONLINE.") shrinks one type tier; the phone number wraps below the BUY-a-DELL sticker
- Footer icon-label nav stays 4-up at all widths — the icons are small enough to survive
#### Image Behavior
Product photos are bitmap GIFs with hand-applied bevel shadows — they were authored at fixed pixel widths (typically 80120 px wide). The right-edge notch effect was achieved by table-cell negative spacing. Modern reproductions should keep the bevel shadow effect (it's signature) but use SVG drop-shadow or CSS `filter: drop-shadow(2px 2px 0 #000)` to recreate it crisply at high-DPI.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 — Flush | No shadow, no border | Body text, copyright row, footer band background |
| 1 — Hairline | `1px solid {colors.frame-ink}` | Ribbon-card outer edge, table-cell dividers |
| 2 — Frame | `8px solid {colors.frame-ink}` | The page-frame border around the entire viewport |
| 3 — Bevel | Hard-edge 1 px highlight + 1 px shadow on GIF stickers and product photos | "BUY a DELL" yellow sticker, NEW! bursts, award seals, product photographs |
There are **no soft shadows** in the 1996 design — every depth cue is either a hard 1 px border or a hand-painted bevel inside a GIF. Modern reproductions that need to feel period-accurate must resist the urge to add Material-style elevation or atmospheric drop shadows.
### Decorative Depth
Bevels and frames carry the entire depth vocabulary:
- The **page frame** is the strongest depth cue — it tells the viewer "this is a contained document, not a continuous canvas."
- **Bevels on stickers** (BUY a DELL, NEW!, PC Magazine Readers' Choice) push them forward off the page surface as if pinned on with thumbtacks.
- **Product photographs** carry their own hand-painted bevel + drop-shadow, baked into the GIF itself.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Universal default — buttons, cards, inputs, banners, page frame, ribbon-card bodies, eyebrow blocks |
| `{rounded.full}` | 9999px | Circular award seals (PC Magazine Readers' Choice), the round "h" sticker on the HOME icon |
The 1996 design has effectively **two** radius modes: square (everything) and round (decorative seal stickers). No 4 / 8 / 12 px subtle radius tier — that vocabulary belongs to the post-Bootstrap web.
### Photography Geometry
Product photos are rectangular GIFs with their own internal beveled "monitor" framing — they sit at native pixel dimensions, never scaled. Aspect ratios cluster around 4:3 (the era's standard CRT shape). Avatars don't exist on this site — staff photography was reserved for "About Dell" pages not captured in these snapshots.
## Components
> **No hover states documented.** Per the global no-hover policy, every component below documents Default state only.
### Frame & Banner
**`page-frame`** — the literal black border around the entire viewport.
- Background `{colors.frame-ink}`, padding `{spacing.sm}` 8 px on every side, no radius.
- The page sits *inside* this border. Treat it as a non-negotiable container chrome; collapsing it on mobile is acceptable (to ~4 px), but removing it entirely loses the brand.
**`top-banner`** — pure-black strip running across the top with white "BUILD YOUR OWN COMPUTER. ONLINE." headline + sub-tagline, the yellow "BUY a DELL" sticker pinned at right, and the red "1-800-213-DELL" phone number.
- Background `{colors.frame-ink}`, text `{colors.canvas}`, type `{typography.heading-2}`, padding 12 px vertical / 16 px horizontal, no radius.
### Section Eyebrow Blocks
**`section-eyebrow-olive`** — large tinted color block holding the chunky stenciled section title ("DIMENSION DESKTOPS"). Used at the top of the Dimension product page.
- Background `{colors.tint-olive}`, text `{colors.ink}`, type `{typography.display}` (Arial Black 36 / 900), padding 24 × 16, no radius.
**`section-eyebrow-salmon`** — same chrome with the OptiPlex line's salmon-pink fill ("OPTIPLEX DESKTOP SYSTEMS").
- Background `{colors.tint-salmon}`, otherwise identical to the olive variant.
### Ribbon Cards
The brand's signature component. Each product-row "card" is a stack of three pieces:
1. **`ribbon-card-title`** — white horizontal title bar with the product variant name in Helvetica Bold all-caps (e.g. "OPTIPLEX GX PRO", "DIMENSION XPS", "POWEREDGE SERVERS"). 1 px bottom border in `{colors.frame-ink}`.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.heading-3}`, padding 6 × 12, no radius.
2. **`ribbon-card-body-<tint>`** — color-block body in one of eight tints, holding the short marketing pitch in `{typography.body}` (Times Roman 14). Padding 12 × 16. The product photograph notches into the right edge with a transparent GIF cutout.
3. **Photo notch** — the GIF sits in the rightmost ~25 % of the row, hanging slightly above and below the body bar like a card pinned to a corkboard.
Each tint variant is its own component entry. Pick the one that matches the product family:
- **`ribbon-card-body-sage`** — `{colors.tint-sage}` fill, used for Latitude Notebooks rows
- **`ribbon-card-body-salmon`** — `{colors.tint-salmon}` fill, used for OptiPlex GX Series rows
- **`ribbon-card-body-peach`** — `{colors.tint-peach}` fill, used for Dimension rows and OptiPlex Gs
- **`ribbon-card-body-lime`** — `{colors.tint-lime}` fill, used for OptiPlex G Series rows
- **`ribbon-card-body-sky`** — `{colors.tint-sky}` fill, used for Dellware rows
- **`ribbon-card-body-steel`** — `{colors.tint-steel}` fill, used for Dimension XPS Pro rows
- **`ribbon-card-body-periwinkle`** — `{colors.tint-periwinkle}` fill, used for PowerEdge Server rows
All seven share identical chrome: 1 px solid `{colors.frame-ink}` border, `{spacing.md}` × `{spacing.lg}` (12 × 16) padding, `{rounded.none}` (sharp corners), `{typography.body}` Times Roman 14 inside. Only the fill color changes per product family.
### Call-to-Action
**`cta-block-red`** — the homepage's vivid Dell-red panel ("At Dell.com, we'll help you find the right system, configure it, price it, and order it…").
- Background `{colors.primary}`, text `{colors.on-primary}` (white), 1 px solid frame-ink border, type `{typography.body}` (Times Roman 14), padding 16 px, no radius.
- One per page maximum. The brand's most aggressive attention-grab — never use it for anything except a top-tier sales message.
**`phone-callout`** — top-right phone number ("1-800-213-DELL") rendered as red on the black banner.
- Background `{colors.frame-ink}`, text `{colors.primary}`, type `{typography.heading-2}` Helvetica Bold 16, padding 4 × 8, no radius. Pinned to the right of the top banner on every page.
### Stickers (GIF-style overlays)
**`buy-a-dell-sticker`** — yellow rectangular sticker with "BUY a DELL" in Helvetica Bold, the "a" set in a small purple stripe, the "DELL" wordmark in black. Pinned to the top-right of every page.
- Background `{colors.yellow-sticker}`, text `{colors.ink}`, 1 px black border, type `{typography.button}`, padding 4 × 8, no radius.
**`new-burst-sticker`** — angled yellow burst with "NEW!" in Helvetica Bold black, overlapping the right side of new product ribbon-cards. Slight rotation (~15°) gives it the pinned-on-with-tape feel.
- Background `{colors.yellow-sticker}`, text `{colors.ink}`, type `{typography.button}`, padding 4 × 8, no radius (rotation applied separately).
**`cert-seal`** — round red award seal: center reads "PC MAGAZINE", ringed by "SERVICE · RELIABILITY · READERS' CHOICE", with an inner white field and red bordered ring. Sits on the right rail of product pages.
- Background `{colors.primary}`, text `{colors.canvas}`, type `{typography.button}`, rounded `{rounded.full}`, 64 px size.
### Navigation
**`icon-label-nav`** — bottom-of-page navigation row: four hand-drawn icons (eyeglasses-FIND / house-HOME / yellow-sticker-ONLINE STORE / wrench-SERVICE & SUPPORT) connected by a thin green horizontal rule, each with an uppercase Helvetica label beneath.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.ui-label}`, padding 8 px around each icon-label pair, no radius.
- The connecting green rule is part of the GIF imagery, not a CSS border.
### Inputs & Buttons
**`text-input`** — bordered HTML input. White fill, 1 px solid black border, Times Roman 14 inside.
- Background `{colors.canvas}`, text `{colors.ink}`, 1 px solid frame-ink, type `{typography.body}`, padding 4 × 6, no radius.
- Used on the Search and "Configure & Buy" forms (not visible in these three captures but consistent with the era's HTML 3.2 form widgets).
**`button-primary`** — black filled button with white Helvetica Bold uppercase label.
- Background `{colors.frame-ink}`, text `{colors.on-primary}`, 1 px solid frame-ink, type `{typography.button}`, padding 6 × 16, no radius.
**`button-secondary`** — white filled outlined button. Same chrome with inverted colours.
- Background `{colors.canvas}`, text `{colors.ink}`, 1 px solid frame-ink, type `{typography.button}`, padding 6 × 16, no radius.
**`button-text-link`** — bare underlined anchor in classic-Mosaic blue.
- Text `{colors.link}` #0000ee, type `{typography.link}` Times Roman 14, underline on default. No padding, no radius.
### Footer
**`footer-band`** — the bottom of every page: icon-label nav row, classic-blue Copyright link, "(Terms of Use)" parenthetical, browser-compatibility small print, and the Microsoft BackOffice / Internet Explorer logo banners.
- Background `{colors.canvas}`, text `{colors.ink}`, 1 px top border in frame-ink, type `{typography.body-sm}`, padding 16 px.
### Examples (illustrative)
> Auto-derived kit-mirror demonstration surfaces (`scripts/derive-examples-block.mjs`). Each `ex-*` entry references brand-native primitives so downstream consumers (`/preview-design`, `/generate-kit`) re-skin the same 10 surfaces consistently. `TO_FILL` markers indicate missing primitives — resolve in the LLM judgment pass.
**`ex-pricing-tier`** — Default Pricing tier card. Re-uses feature-card chrome with the base white surface.
- Properties: `backgroundColor`, `textColor`, `borderColor`, `rounded`, `padding`
**`ex-pricing-tier-featured`** — Featured/highlighted tier — polarity-flipped surface (dark fill + light text in light mode, light fill + dark text in dark mode).
- Properties: `backgroundColor`, `textColor`, `rounded`, `padding`
**`ex-product-selector`** — What's Included summary card — re-purposed for SaaS / B2B verticals (NOT a literal product gallery).
- Properties: `backgroundColor`, `rounded`, `padding`
**`ex-cart-drawer`** — Subscription summary — re-purposed for SaaS / B2B (line items per add-on, not literal cart).
- Properties: `backgroundColor`, `rounded`, `padding`, `item-divider`
**`ex-app-shell-row`** — Sidebar nav row inside the App Shell example. Active state uses brand primary as the indicator.
- Properties: `backgroundColor`, `activeIndicator`, `rounded`, `padding`
**`ex-data-table-cell`** — Default data-table th + td chrome. Header uses mono-caps eyebrow typography; body uses body-sm.
- Properties: `headerBackground`, `headerTypography`, `bodyTypography`, `cellPadding`, `rowBorder`
**`ex-auth-form-card`** — Sign-in / sign-up card. Re-uses feature-card chrome with text-input primitives inside.
- Properties: `backgroundColor`, `rounded`, `padding`
**`ex-modal-card`** — Modal dialog surface — same chrome as feature-card with elevated shadow.
- Properties: `backgroundColor`, `rounded`, `padding`
**`ex-empty-state-card`** — Empty-state illustration frame.
- Properties: `backgroundColor`, `rounded`, `padding`, `captionTypography`
**`ex-toast`** — Toast notification surface — feature-card shape + medium shadow.
- Properties: `backgroundColor`, `rounded`, `padding`, `typography`
## Do's and Don'ts
### Do
- Keep the literal `{components.page-frame}` black border on every page — this is the brand's single most identifiable container chrome.
- Reserve `{colors.primary}` (Dell red) for the `{components.cta-block-red}` panel and the `{components.phone-callout}` only. Every other use dilutes the urgency signal.
- Use the eight ribbon-card tint colors (`{colors.tint-olive}` / sage / salmon / peach / lime / sky / steel / periwinkle) as a *family* — pick one per product line and stay with it across the line's marketing surfaces.
- Set every display headline in `{typography.display}` (Arial Black 36 / weight 900). The brand's typographic register depends on extreme weight against flat color.
- Keep body copy in `{typography.body}` Times Roman 14 — substituting a modern sans loses the catalog feel entirely.
- Render every CTA / button at `{rounded.none}` (0 px). Modern soft-radius buttons betray the era.
- Use hand-painted bevels / hard-edge GIF shadows on stickers and product photos. Never substitute a soft CSS shadow.
### Don't
- Don't introduce a chromatic accent outside the eight catalog tints + Dell red + Dell yellow + classic link blue. The palette is closed by design.
- Don't soften any corner. `{rounded.none}` is the universal modifier; only award seals get `{rounded.full}`.
- Don't replace Times Roman body with Arial / Helvetica / Inter / a webfont — the serif body is the era's signature.
- Don't add soft drop-shadows or atmospheric gradients. The brand has hard borders and flat fills; everything else reads as anachronism.
- Don't crop or "tuck" product photos with `border-radius` or `clip-path`. The notch into the ribbon-card right edge is the framing — the photo itself stays a hard rectangle.
- Don't pair two `{components.cta-block-red}` panels on the same page. The red fill is meant to be the singular attention pole.
- Don't strip the `{components.phone-callout}` from the top banner. In 1996 the website existed to drive phone-call orders; the phone number IS the navigation.
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# Dell (1996) Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/dell-1996/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: ElevenLabs-design-analysis
description: A voice-AI brand whose marketing surfaces read like a quietly editorial print magazine. The base canvas is off-white (`#f5f5f5`) holding warm near-black ink (`#292524`); the brand voltage is photographic, not chromatic — soft pastel atmospheric gradient orbs (mint → peach → lavender → sky) drift through the page as the only "color" moments. Display runs Waldenburg Light at weight 300 — the editorial signature. Inter carries body, navigation, captions. CTAs are subtle: a near-black ink pill is the primary, a transparent outline is the secondary. The brand trusts atmospheric photography and modest type weights to do all of the brand work; there is no neon accent, no saturated CTA color, no developer-tools dark canvas.
colors:
primary: "#292524"
primary-active: "#0c0a09"
ink: "#0c0a09"
body: "#4e4e4e"
body-strong: "#292524"
muted: "#777169"
muted-soft: "#a8a29e"
hairline: "#e7e5e4"
hairline-soft: "#f0efed"
hairline-strong: "#d6d3d1"
canvas: "#f5f5f5"
canvas-soft: "#fafafa"
canvas-deep: "#0c0a09"
surface-card: "#ffffff"
surface-strong: "#f0efed"
surface-dark: "#0c0a09"
surface-dark-elevated: "#1c1917"
on-primary: "#ffffff"
on-dark: "#ffffff"
on-dark-soft: "#a8a29e"
gradient-mint: "#a7e5d3"
gradient-peach: "#f4c5a8"
gradient-lavender: "#c8b8e0"
gradient-sky: "#a8c8e8"
gradient-rose: "#e8b8c4"
semantic-error: "#dc2626"
semantic-success: "#16a34a"
typography:
display-mega:
fontFamily: "'Waldenburg', 'Times New Roman', serif"
fontSize: 64px
fontWeight: 300
lineHeight: 1.05
letterSpacing: -1.92px
display-xl:
fontFamily: "'Waldenburg', serif"
fontSize: 48px
fontWeight: 300
lineHeight: 1.08
letterSpacing: -0.96px
display-lg:
fontFamily: "'Waldenburg', serif"
fontSize: 36px
fontWeight: 300
lineHeight: 1.17
letterSpacing: -0.36px
display-md:
fontFamily: "'Waldenburg', serif"
fontSize: 32px
fontWeight: 300
lineHeight: 1.13
letterSpacing: -0.32px
display-sm:
fontFamily: "'Waldenburg', serif"
fontSize: 24px
fontWeight: 300
lineHeight: 1.2
letterSpacing: 0
title-md:
fontFamily: "'Inter', sans-serif"
fontSize: 20px
fontWeight: 500
lineHeight: 1.35
letterSpacing: 0
title-sm:
fontFamily: "'Inter', sans-serif"
fontSize: 18px
fontWeight: 500
lineHeight: 1.44
letterSpacing: 0.18px
body-md:
fontFamily: "'Inter', sans-serif"
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0.16px
body-strong:
fontFamily: "'Inter', sans-serif"
fontSize: 16px
fontWeight: 500
lineHeight: 1.5
letterSpacing: 0.16px
body-sm:
fontFamily: "'Inter', sans-serif"
fontSize: 15px
fontWeight: 400
lineHeight: 1.47
letterSpacing: 0.15px
caption:
fontFamily: "'Inter', sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
caption-uppercase:
fontFamily: "'Inter', sans-serif"
fontSize: 12px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0.96px
textTransform: uppercase
button:
fontFamily: "'Inter', sans-serif"
fontSize: 15px
fontWeight: 500
lineHeight: 1.0
letterSpacing: 0
nav-link:
fontFamily: "'Inter', sans-serif"
fontSize: 15px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
rounded:
none: 0px
xs: 4px
sm: 6px
md: 8px
lg: 12px
xl: 16px
xxl: 24px
pill: 9999px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
base: 16px
md: 20px
lg: 24px
xl: 32px
xxl: 48px
section: 96px
components:
top-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.nav-link}"
height: 64px
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 10px 20px
height: 40px
button-primary-active:
backgroundColor: "{colors.primary-active}"
textColor: "{colors.on-primary}"
rounded: "{rounded.pill}"
button-outline:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 9px 19px
height: 40px
button-tertiary-text:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.button}"
hero-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-mega}"
padding: 96px
gradient-orb-card:
backgroundColor: "{colors.canvas-soft}"
textColor: "{colors.ink}"
rounded: "{rounded.xxl}"
padding: 32px
feature-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.xl}"
padding: 24px
product-card-stack:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.xl}"
padding: 0
voice-row:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.body-md}"
padding: 12px 0
voice-icon-circular:
backgroundColor: "{colors.surface-strong}"
rounded: "{rounded.full}"
size: 32px
pricing-tier-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.xl}"
padding: 32px
pricing-tier-featured:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.xl}"
padding: 32px
text-input:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 12px 16px
height: 44px
badge-pill:
backgroundColor: "{colors.surface-strong}"
textColor: "{colors.ink}"
typography: "{typography.caption-uppercase}"
rounded: "{rounded.pill}"
padding: 4px 10px
cta-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-lg}"
padding: 96px
testimonial-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.body}"
typography: "{typography.body-md}"
rounded: "{rounded.xl}"
padding: 32px
audio-waveform-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
rounded: "{rounded.xl}"
padding: 24px
footer:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.body-sm}"
padding: 64px 48px
footer-link:
backgroundColor: transparent
textColor: "{colors.body}"
typography: "{typography.body-sm}"
---
## Overview
ElevenLabs reads like a quietly editorial print magazine that happens to be a voice-AI product. The base canvas is off-white `{colors.canvas}` (#f5f5f5) holding warm near-black ink `{colors.ink}` (#0c0a09). The brand voltage is **photographic, not chromatic**: soft pastel atmospheric gradient orbs (mint, peach, lavender, sky, rose) drift through the page as the only "color" moments. There is no neon accent, no saturated CTA color, no dark-canvas dev-tools atmosphere.
Type pairs **Waldenburg Light** (custom serif at weight 300) for display with **Inter** for body, navigation, captions. The display weight at 300 is the editorial signature — never bold, never heavy.
CTAs are subtle: a near-black ink pill (`{component.button-primary}`) is the primary, a transparent outline (`{component.button-outline}`) is the secondary. The brand trusts atmospheric photography and modest type weights to carry brand work.
**Key Characteristics:**
- Off-white canvas, warm near-black ink. No saturated CTA color.
- Single primary action: ink pill at `{rounded.pill}`. Atmospheric gradients carry visual brand voltage.
- Display runs Waldenburg Light at weight 300 — editorial magazine voice.
- Body runs Inter at 400 with subtle letter-spacing (+0.15-0.18px).
- Pastel gradient orbs (5 tokens: mint, peach, lavender, sky, rose) used as atmospheric brand decoration only.
- Soft pill geometry (`{rounded.pill}` for CTAs, `{rounded.xl}` for cards).
- 96px section rhythm.
## Colors
### Brand & Accent
- **Ink Primary** (`{colors.primary}`#292524): The primary action color — warm near-black pill. Used scarcely.
- **Ink Primary Active** (`{colors.primary-active}`#0c0a09): Press state.
### Surface
- **Canvas** (`{colors.canvas}`#f5f5f5): Off-white page floor.
- **Canvas Soft** (`{colors.canvas-soft}`#fafafa): Lighter band for subtle alternating sections.
- **Canvas Deep** (`{colors.canvas-deep}`#0c0a09): Same as ink — used for the rare dark-mode hero (Agents page).
- **Surface Card** (`{colors.surface-card}`#ffffff): Pure white card.
- **Surface Strong** (`{colors.surface-strong}`#f0efed): Badges, voice-icon plates.
- **Surface Dark** (`{colors.surface-dark}`#0c0a09): Dark hero/CTA band canvas.
- **Surface Dark Elevated** (`{colors.surface-dark-elevated}`#1c1917): Cards on dark canvas.
### Hairlines
- **Hairline** (`{colors.hairline}`#e7e5e4): Default 1px divider.
- **Hairline Soft** (`{colors.hairline-soft}`#f0efed): Lighter divider.
- **Hairline Strong** (`{colors.hairline-strong}`#d6d3d1): Stronger panel outline.
### Text
- **Ink** (`{colors.ink}`#0c0a09): Display, primary text.
- **Body** (`{colors.body}`#4e4e4e): Default running-text.
- **Body Strong** (`{colors.body-strong}`#292524): Same as primary — emphasis.
- **Muted** (`{colors.muted}`#777169): Sub-titles.
- **Muted Soft** (`{colors.muted-soft}`#a8a29e): Disabled text.
- **On Primary** (`{colors.on-primary}`#ffffff): White text on ink pill.
- **On Dark** (`{colors.on-dark}`#ffffff): White text on dark hero.
- **On Dark Soft** (`{colors.on-dark-soft}`#a8a29e): Muted off-white on dark.
### Atmospheric Gradient Stops (signature)
- **Gradient Mint** (`{colors.gradient-mint}`#a7e5d3): Mint green orb.
- **Gradient Peach** (`{colors.gradient-peach}`#f4c5a8): Peach orb.
- **Gradient Lavender** (`{colors.gradient-lavender}`#c8b8e0): Lavender orb.
- **Gradient Sky** (`{colors.gradient-sky}`#a8c8e8): Sky-blue orb.
- **Gradient Rose** (`{colors.gradient-rose}`#e8b8c4): Rose orb.
These appear ONLY as soft radial-gradient atmospheric orbs inside `{component.gradient-orb-card}` and as background atmospheric blooms behind hero copy. Never as button fills, never as text colors.
### Semantic
- **Success** (`{colors.semantic-success}`#16a34a): Confirmation.
- **Error** (`{colors.semantic-error}`#dc2626): Validation errors.
## Typography
### Font Family
**Waldenburg Light** is the licensed display serif at weight 300. **Inter** carries body, navigation, captions, and buttons. Fallback: `'Times New Roman', serif` for Waldenburg, `sans-serif` for Inter.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-mega}` | 64px | 300 | 1.05 | -1.92px | Homepage hero h1 |
| `{typography.display-xl}` | 48px | 300 | 1.08 | -0.96px | Subsidiary heroes |
| `{typography.display-lg}` | 36px | 300 | 1.17 | -0.36px | Section heads |
| `{typography.display-md}` | 32px | 300 | 1.13 | -0.32px | Sub-section heads |
| `{typography.display-sm}` | 24px | 300 | 1.2 | 0 | Card group titles |
| `{typography.title-md}` | 20px | 500 | 1.35 | 0 | Component titles — Inter |
| `{typography.title-sm}` | 18px | 500 | 1.44 | 0.18px | List labels |
| `{typography.body-md}` | 16px | 400 | 1.5 | 0.16px | Default body — Inter |
| `{typography.body-strong}` | 16px | 500 | 1.5 | 0.16px | Emphasized body |
| `{typography.body-sm}` | 15px | 400 | 1.47 | 0.15px | Footer body |
| `{typography.caption}` | 14px | 400 | 1.5 | 0 | Photo captions |
| `{typography.caption-uppercase}` | 12px | 600 | 1.4 | 0.96px | Section labels, badges |
| `{typography.button}` | 15px | 500 | 1.0 | 0 | CTA pill |
| `{typography.nav-link}` | 15px | 500 | 1.4 | 0 | Top-nav menu |
### Principles
- **Display weight stays at 300.** Waldenburg Light is the editorial signature. Never bold display copy.
- **Subtle letter-spacing on body.** Inter at +0.15-0.18px tracking — slightly looser than default Inter for a more editorial feel.
- **Negative letter-spacing on display.** Waldenburg pulls -0.32px to -1.92px tighter on display sizes.
### Note on Font Substitutes
Waldenburg is licensed. Open-source substitute: **EB Garamond** at weight 300 (slightly more humanist) or **GT Sectra** (closer to Waldenburg's modernity). Use Inter directly for body — it's the same family ElevenLabs uses.
## Layout
### Spacing System
- **Base unit:** 4px.
- **Tokens:** `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.base}` 16px · `{spacing.md}` 20px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 96px.
- **Section padding:** 96px.
### Grid & Container
- Max content width: ~1200px.
- Editorial body: 12-column grid.
- Feature card grids: 2-up at desktop for hero splits, 3-up for benefit grids.
- Footer: 5-column at desktop.
### Whitespace Philosophy
Generous editorial pacing — print-magazine feel. 96px between bands; cards inside bands sit close (16-24px gap). The atmospheric gradient orbs occupy generous breathing space without competing with copy.
## Elevation & Depth
The system uses **hairline + soft drop**. Cards float above the off-white canvas via 1px hairlines and a single subtle shadow tier. Atmospheric depth comes from gradient orbs.
| Level | Treatment | Use |
|---|---|---|
| Flat (canvas) | `{colors.canvas}` (#f5f5f5) | Body bands, footer |
| Card | `{colors.surface-card}` (#ffffff) | Content cards |
| Hairline border | 1px `{colors.hairline}` | Card outlines |
| Soft drop | `0 4px 16px rgba(0, 0, 0, 0.04)` | Hovered cards (single shadow tier) |
| Gradient orb | Radial gradient with one of `{colors.gradient-*}` | Atmospheric depth — never a card surface |
### Decorative Depth
- **Pastel gradient orbs** are the brand's strongest atmospheric pattern. Soft radial blooms in mint, peach, lavender, sky, or rose drift through hero bands and feature sections without containing any content — they are pure atmosphere.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Reserved |
| `{rounded.xs}` | 4px | Inline tags |
| `{rounded.sm}` | 6px | Compact rows |
| `{rounded.md}` | 8px | Form inputs |
| `{rounded.lg}` | 12px | Compact cards |
| `{rounded.xl}` | 16px | Feature cards, pricing tiers |
| `{rounded.xxl}` | 24px | Gradient orb cards (extra-soft) |
| `{rounded.pill}` | 9999px | All CTA buttons, badges |
| `{rounded.full}` | 9999px | Voice icon circles, avatars |
## Components
### Top Navigation
**`top-nav`** — Background `{colors.canvas}`, text `{colors.ink}`, height 64px. Layout: ElevenLabs wordmark left, primary horizontal menu (Creative / Agents / Video / Pricing / Enterprise / Docs), Sign In + "Try free" primary CTA right.
### Buttons
**`button-primary`** — Near-black ink pill. Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.button}` (15px / 500), padding 10px × 20px, height 40px, rounded `{rounded.pill}`.
**`button-primary-active`** — Press state. Background `{colors.primary-active}`.
**`button-outline`** — Transparent pill with 1px ink border. Background transparent, text `{colors.ink}`, 1px `{colors.hairline-strong}` border.
**`button-tertiary-text`** — Inline ink text link.
### Hero & Atmospheric
**`hero-band`** — Background `{colors.canvas}`, full-width display headline in `{typography.display-mega}` (64px / 300 / -1.92px), subhead in `{typography.body-md}`, two CTAs, and an atmospheric gradient orb behind the centered headline.
**`gradient-orb-card`** — A large card with a soft radial-gradient orb behind centered display copy. Background `{colors.canvas-soft}`, rounded `{rounded.xxl}` (24px), padding 32px. Each variant uses one of the five gradient tokens (`gradient-mint`, `gradient-peach`, `gradient-lavender`, `gradient-sky`, `gradient-rose`).
**`audio-waveform-card`** — A waveform visualization card. Background `{colors.surface-card}`, rounded `{rounded.xl}`, padding 24px. Holds a play button + waveform glyph + voice metadata.
### Cards
**`feature-card`** — 2-up or 3-up grids. Background `{colors.surface-card}`, text `{colors.ink}`, rounded `{rounded.xl}`, padding 24px, 1px hairline border.
**`product-card-stack`** — Stacked product preview cards. Background `{colors.surface-card}`, rounded `{rounded.xl}`, no padding (children fill the card edge-to-edge).
**`testimonial-card`** — Quote card. Background `{colors.surface-card}`, text `{colors.body}`, rounded `{rounded.xl}`, padding 32px.
### Voice Library
**`voice-row`** — Horizontal row in voice list. Background transparent, 1px hairline divider. Layout: 32px circular voice icon (`{component.voice-icon-circular}`) left, voice name + accent stack, optional preview button right.
**`voice-icon-circular`** — Background `{colors.surface-strong}`, rounded `{rounded.full}`, 32px diameter. Holds initials or voice glyph.
### Pricing
**`pricing-tier-card`** — Background `{colors.surface-card}`, rounded `{rounded.xl}`, padding 32px, 1px hairline border.
**`pricing-tier-featured`** — Featured tier inverts. Background `{colors.surface-dark}`, text `{colors.on-dark}`. Same shape, dark inversion.
### Forms & Tags
**`text-input`** — Background `{colors.surface-card}`, text `{colors.ink}`, rounded `{rounded.md}` (8px), padding 12px × 16px, height 44px, 1px `{colors.hairline-strong}` border. On focus, border thickens to 2px ink.
**`badge-pill`** — Background `{colors.surface-strong}`, text `{colors.ink}`, type `{typography.caption-uppercase}`, rounded `{rounded.pill}`, padding 4px × 10px.
### CTA / Footer
**`cta-band`** — Pre-footer. Background `{colors.canvas}`, centered display headline in `{typography.display-lg}`, single ink pill CTA. 96px padding.
**`footer`** — Closing footer. Background `{colors.canvas}`, text `{colors.body}`. 5-column link list. 64×48px padding.
**`footer-link`** — Background transparent, text `{colors.body}`, type `{typography.body-sm}`.
## Do's and Don'ts
### Do
- Reserve `{colors.primary}` (ink pill) for primary CTAs.
- Use Waldenburg Light at weight 300 for every display headline. Never bold.
- Use Inter at +0.15-0.18px tracking for body — the editorial dialect.
- Use atmospheric gradient orbs (mint/peach/lavender/sky/rose) as decoration only.
- Use the pill shape for every CTA and badge.
### Don't
- Don't introduce a saturated brand action color. Ink pill is the only CTA color.
- Don't bold display copy. Display sits at weight 300 — bolding shifts the brand voice from editorial to consumer-marketing.
- Don't use gradient orbs as button fills, text colors, or component backgrounds. They are pure atmosphere.
- Don't use sharp `{rounded.none}` (0px) on CTAs. Pill geometry is the brand button.
- Don't drop body Inter to weight 300 to match Waldenburg — body stays at 400/500 for legibility.
- Don't extract a CTA color from a third-party widget (cookie consent, OneTrust). The brand's CTA color is what appears on actual product CTAs.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 640px | Hero h1 64→32px; feature cards 1-up; nav hamburger; gradient orbs shrink. |
| Tablet | 6401024px | Hero h1 48px; feature cards 2-up. |
| Desktop | 10241280px | Full hero h1 64px; feature cards 3-up. |
| Wide | > 1280px | Content caps at 1200px. |
### Touch Targets
- Primary pill at 40px height — at WCAG AA, padded for AAA.
- Voice icon circles 32px — padded row creates effective 48px tap zone.
### Collapsing Strategy
- Top nav switches to hamburger below 768px.
- Feature grid: 3-up → 2-up → 1-up.
- Gradient orbs reduce diameter at every breakpoint but never disappear.
## Iteration Guide
1. Focus on a single component at a time.
2. CTAs default to `{rounded.pill}`. Cards use `{rounded.xl}` (16px).
3. Variants live as separate entries.
4. Use `{token.refs}` everywhere — never inline hex.
5. Hover state never documented.
6. Waldenburg 300 for display, Inter 400/500 for body.
7. Gradient orbs scoped to atmospheric decoration.
## Known Gaps
- Waldenburg is a licensed typeface; EB Garamond / GT Sectra are documented substitutes.
- Animation timings (orb drift, waveform pulse, hero entrance) out of scope.
- In-product surfaces (voice library editor, agent playground) only partially captured via marketing mockups.
- Form validation states beyond focus not visible on captured surfaces.
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# Elevenlabs Inspired Design System
# Elevenlabs Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/elevenlabs/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Expo-design-analysis
description: A React Native developer-platform whose marketing site reads like a quietly-confident infrastructure brand. The base canvas is pure white with a soft sky-blue gradient atmospheric wash behind the hero; near-black ink (`#171717`) carries body and display alike. The single brand voltage is **pure black** (`#000000`) for primary CTAs — minimal and editorial-feeling, paired with a small blue text-link accent (`#0d74ce`) reserved for inline body links. Type pairs Inter at modest weights (display 600, body 400) with JetBrains Mono on every code surface. The brand's strongest visual signature is the **device-mockup hero** — a centered MacBook + iPhone composite showing real Expo dev surfaces — over the gradient sky wash.
colors:
primary: "#000000"
primary-active: "#1a1a1a"
text-link: "#0d74ce"
text-link-secondary: "#476cff"
ink: "#171717"
body: "#60646c"
body-strong: "#171717"
muted: "#999999"
muted-soft: "#cccccc"
hairline: "#f0f0f3"
hairline-soft: "#f5f5f7"
hairline-strong: "#dcdee0"
canvas: "#ffffff"
canvas-soft: "#fafafa"
surface-card: "#ffffff"
surface-strong: "#f0f0f3"
surface-dark: "#171717"
surface-dark-elevated: "#1a1a1a"
on-primary: "#ffffff"
on-dark: "#ffffff"
on-dark-soft: "#b0b4ba"
gradient-sky-light: "#cfe7ff"
gradient-sky-mid: "#a8c8e8"
accent-warning: "#ab6400"
accent-preview: "#8145b5"
accent-link-bright: "#47c2ff"
semantic-error: "#eb8e90"
semantic-success: "#16a34a"
typography:
display-mega:
fontFamily: "'Inter', -apple-system, system-ui, sans-serif"
fontSize: 64px
fontWeight: 600
lineHeight: 1.05
letterSpacing: -1.92px
display-xl:
fontFamily: "'Inter', sans-serif"
fontSize: 48px
fontWeight: 600
lineHeight: 1.1
letterSpacing: -1.44px
display-lg:
fontFamily: "'Inter', sans-serif"
fontSize: 36px
fontWeight: 600
lineHeight: 1.15
letterSpacing: -1.08px
display-md:
fontFamily: "'Inter', sans-serif"
fontSize: 28px
fontWeight: 600
lineHeight: 1.2
letterSpacing: -0.84px
display-sm:
fontFamily: "'Inter', sans-serif"
fontSize: 22px
fontWeight: 600
lineHeight: 1.25
letterSpacing: -0.5px
title-md:
fontFamily: "'Inter', sans-serif"
fontSize: 18px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0
title-sm:
fontFamily: "'Inter', sans-serif"
fontSize: 16px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0
body-md:
fontFamily: "'Inter', sans-serif"
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
body-sm:
fontFamily: "'Inter', sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
caption:
fontFamily: "'Inter', sans-serif"
fontSize: 13px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
caption-uppercase:
fontFamily: "'Inter', sans-serif"
fontSize: 11px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0.88px
textTransform: uppercase
code:
fontFamily: "'JetBrains Mono', 'Fira Code', monospace"
fontSize: 13px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
button:
fontFamily: "'Inter', sans-serif"
fontSize: 14px
fontWeight: 500
lineHeight: 1.0
letterSpacing: 0
nav-link:
fontFamily: "'Inter', sans-serif"
fontSize: 14px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
rounded:
none: 0px
xs: 4px
sm: 6px
md: 8px
lg: 12px
xl: 16px
xxl: 24px
pill: 9999px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
base: 16px
md: 20px
lg: 24px
xl: 32px
xxl: 48px
section: 96px
components:
top-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.nav-link}"
height: 64px
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 10px 18px
height: 40px
button-primary-active:
backgroundColor: "{colors.primary-active}"
textColor: "{colors.on-primary}"
rounded: "{rounded.md}"
button-secondary:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 9px 17px
height: 40px
button-tertiary-text:
backgroundColor: transparent
textColor: "{colors.text-link}"
typography: "{typography.button}"
hero-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-mega}"
padding: 96px
device-mockup-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
rounded: "{rounded.xl}"
padding: 0
feature-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.lg}"
padding: 24px
feature-card-dark:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.title-md}"
rounded: "{rounded.lg}"
padding: 24px
workflow-step-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.body}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 20px
workflow-step-icon:
backgroundColor: "{colors.surface-strong}"
rounded: "{rounded.md}"
size: 32px
code-block:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.code}"
rounded: "{rounded.lg}"
padding: 20px
ide-mockup-card:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
rounded: "{rounded.lg}"
padding: 0
pricing-tier-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 32px
pricing-tier-featured:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 32px
text-input:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 12px 16px
height: 44px
badge-pill:
backgroundColor: "{colors.surface-strong}"
textColor: "{colors.ink}"
typography: "{typography.caption-uppercase}"
rounded: "{rounded.pill}"
padding: 4px 10px
ecosystem-tile:
backgroundColor: "{colors.surface-card}"
rounded: "{rounded.md}"
size: 64px
cta-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-lg}"
padding: 96px
testimonial-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.body}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 24px
footer-light:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.body-sm}"
padding: 64px 48px
footer-link:
backgroundColor: transparent
textColor: "{colors.body}"
typography: "{typography.body-sm}"
---
## Overview
Expo's marketing site reads like a quietly-confident React-Native developer platform. The base canvas is **pure white** (`{colors.canvas}`#ffffff) with a soft **sky-blue gradient atmospheric wash** behind the hero band. Near-black ink `{colors.ink}` (#171717) carries body and display alike. The single brand voltage is **pure black** (`{colors.primary}`#000000) for primary CTAs — minimal and editorial-feeling. A small blue text-link accent (`{colors.text-link}`#0d74ce) is reserved for inline body links, never as a CTA.
Type runs **Inter** as the single sans family at modest weights (display 600, body 400). JetBrains Mono carries every code surface. No custom typeface — the brand trusts Inter's editorial neutrality.
The brand's strongest visual signature is the **device-mockup hero** — a centered MacBook + iPhone composite showing real Expo dev surfaces (Expo Studio, EAS Build dashboard, the Expo Go simulator) — over a sky-blue gradient atmospheric wash. The composite is the page's chrome instead of an illustration.
**Key Characteristics:**
- Pure white canvas with sky-blue gradient atmospheric backdrop in hero only.
- Single primary CTA: pure black pill at `{rounded.md}` (8px) — compact developer-tool dialect.
- Text-link blue (`{colors.text-link}`) for inline links only — never on a CTA.
- Inter as the single sans family — no custom display typeface.
- JetBrains Mono on every code surface.
- Device-mockup hero with real Expo product surfaces is the brand chrome.
- Hairline + soft drop depth; no atmospheric brand decoration outside the hero.
- 96px section rhythm.
## Colors
### Brand & Accent
- **Black** (`{colors.primary}`#000000): Primary CTA fill. Used scarcely.
- **Black Active** (`{colors.primary-active}`#1a1a1a): Press state.
- **Text Link Blue** (`{colors.text-link}`#0d74ce): Inline body links inside long-form copy. Scoped narrowly — never on CTAs.
- **Legal Link Blue** (`{colors.text-link-secondary}`#476cff): Inline links inside legal copy footer.
- **Bright Cyan** (`{colors.accent-link-bright}`#47c2ff): Used very sparingly inside docs widget links.
### Surface
- **Canvas** (`{colors.canvas}`#ffffff): Pure white page floor.
- **Canvas Soft** (`{colors.canvas-soft}`#fafafa): Subtle alternating band.
- **Surface Card** (`{colors.surface-card}`#ffffff): Pure white card.
- **Surface Strong** (`{colors.surface-strong}`#f0f0f3): Badges, ecosystem tiles, secondary buttons.
- **Surface Dark** (`{colors.surface-dark}`#171717): Dark feature cards, code blocks, IDE mockups, featured pricing.
- **Surface Dark Elevated** (`{colors.surface-dark-elevated}`#1a1a1a): One step lighter inside dark cards.
### Atmospheric Backdrop
- **Sky Light** (`{colors.gradient-sky-light}`#cfe7ff) + **Sky Mid** (`{colors.gradient-sky-mid}`#a8c8e8): The soft sky-blue gradient wash behind the homepage hero only. Not a brand action color.
### Hairlines
- **Hairline** (`{colors.hairline}`#f0f0f3): Default 1px divider.
- **Hairline Soft** (`{colors.hairline-soft}`#f5f5f7): Lighter divider.
- **Hairline Strong** (`{colors.hairline-strong}`#dcdee0): Stronger panel outline.
### Text
- **Ink** (`{colors.ink}`#171717): Display, body emphasis.
- **Body** (`{colors.body}`#60646c): Default running-text — slightly cool gray.
- **Body Strong** (`{colors.body-strong}`#171717): Same as ink.
- **Muted** (`{colors.muted}`#999999): Sub-titles.
- **Muted Soft** (`{colors.muted-soft}`#cccccc): Disabled text.
- **On Primary** (`{colors.on-primary}`#ffffff): White text on black CTA.
- **On Dark** (`{colors.on-dark}`#ffffff): White text on dark cards.
- **On Dark Soft** (`{colors.on-dark-soft}`#b0b4ba): Muted off-white on dark.
### Semantic
- **Warning** (`{colors.accent-warning}`#ab6400): Warning text inside docs callouts.
- **Preview** (`{colors.accent-preview}`#8145b5): "Preview" tag color.
- **Success** (`{colors.semantic-success}`#16a34a): Confirmation.
- **Error** (`{colors.semantic-error}`#eb8e90): Validation errors.
## Typography
### Font Family
**Inter** is the single sans family across every text role. **JetBrains Mono** carries every code surface. Fallback: `-apple-system, system-ui, sans-serif`.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-mega}` | 64px | 600 | 1.05 | -1.92px | Homepage hero h1 |
| `{typography.display-xl}` | 48px | 600 | 1.1 | -1.44px | Subsidiary heroes |
| `{typography.display-lg}` | 36px | 600 | 1.15 | -1.08px | Section heads |
| `{typography.display-md}` | 28px | 600 | 1.2 | -0.84px | Sub-section heads |
| `{typography.display-sm}` | 22px | 600 | 1.25 | -0.5px | Card group titles |
| `{typography.title-md}` | 18px | 600 | 1.4 | 0 | Component titles |
| `{typography.title-sm}` | 16px | 600 | 1.4 | 0 | List labels |
| `{typography.body-md}` | 16px | 400 | 1.5 | 0 | Default body |
| `{typography.body-sm}` | 14px | 400 | 1.5 | 0 | Footer body |
| `{typography.caption}` | 13px | 400 | 1.4 | 0 | Photo captions |
| `{typography.caption-uppercase}` | 11px | 600 | 1.4 | 0.88px | Section labels, badges |
| `{typography.code}` | 13px | 400 | 1.5 | 0 | Code blocks — JetBrains Mono |
| `{typography.button}` | 14px | 500 | 1.0 | 0 | CTA labels |
| `{typography.nav-link}` | 14px | 500 | 1.4 | 0 | Top-nav menu |
### Principles
- **Display weight stays at 600** — confident but not bombastic. Inter at 600 reads cleaner than 700.
- **Negative letter-spacing on display** — -0.5px to -1.92px tracking.
- **JetBrains Mono on every code surface.**
### Note on Font Substitutes
Inter and JetBrains Mono are both freely available — the system uses them directly.
## Layout
### Spacing System
- **Base unit:** 4px.
- **Tokens:** `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.base}` 16px · `{spacing.md}` 20px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 96px.
- **Section padding:** 96px.
### Grid & Container
- Max content width: ~1200px.
- Editorial body: 12-column grid.
- Feature card grids: 2-up at desktop for hero splits, 3-up for benefit grids.
- Ecosystem tile grid: 8-up at desktop.
- Footer: 5-column at desktop.
### Whitespace Philosophy
Generous editorial pacing. The white canvas does not compete with the hero's gradient sky wash; cards inside dense workflow sections sit close (16-24px gap).
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| Flat (canvas) | `{colors.canvas}` (#ffffff) | Body bands, footer |
| Card | `{colors.surface-card}` (#ffffff) | Content cards |
| Hairline border | 1px `{colors.hairline}` | Card outlines |
| Soft drop | `0 4px 12px rgba(0, 0, 0, 0.04)` | Hovered cards (single shadow tier) |
| Atmospheric gradient | Sky-blue radial wash | Hero backdrop only |
| Dark inversion | `{colors.surface-dark}` (#171717) | Dark feature cards, code blocks, featured pricing |
### Decorative Depth
- **Sky-blue gradient backdrop** in the hero only — atmospheric depth without claiming to be a brand color.
- **Device mockup composite** as page chrome — MacBook + iPhone showing real Expo dev surfaces.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Reserved |
| `{rounded.xs}` | 4px | Inline tags |
| `{rounded.sm}` | 6px | Compact rows |
| `{rounded.md}` | 8px | CTA buttons, form inputs, ecosystem tiles |
| `{rounded.lg}` | 12px | Feature cards, code blocks, pricing tiers |
| `{rounded.xl}` | 16px | Device mockup cards |
| `{rounded.xxl}` | 24px | Larger atmospheric cards (rare) |
| `{rounded.pill}` | 9999px | Badges only |
| `{rounded.full}` | 9999px | Avatar plates (rare) |
Compact developer-ergonomic radii — 8px CTAs, 12px cards. Pill geometry is reserved for badges, never CTAs.
## Components
### Top Navigation
**`top-nav`** — Background `{colors.canvas}`, text `{colors.ink}`, height 64px. Layout: Expo wordmark left, primary horizontal menu (Tools / Workflows / EAS / Pricing / Docs / Showcase), Sign In + Get started CTA right.
### Buttons
**`button-primary`** — Pure black pill. Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.button}` (14px / 500), padding 10px × 18px, height 40px, rounded `{rounded.md}` (8px).
**`button-primary-active`** — Press state. Background `{colors.primary-active}`.
**`button-secondary`** — White card with 1px hairline-strong border. Background `{colors.surface-card}`, text `{colors.ink}`, 1px `{colors.hairline-strong}` border.
**`button-tertiary-text`** — Inline blue text link. Background transparent, text `{colors.text-link}`.
### Hero & Device Mockup
**`hero-band`** — Background `{colors.canvas}` with a soft sky-blue gradient wash behind the centered headline. Display headline in `{typography.display-mega}` (64px / 600 / -1.92px), subhead in `{typography.body-md}`, single primary CTA, then below — the device mockup composite.
**`device-mockup-card`** — A layered MacBook + iPhone composite showing real Expo dev surfaces. Background `{colors.surface-card}`, rounded `{rounded.xl}`. The MacBook holds the EAS dashboard or Expo Studio screenshot; the iPhone overlay shows the running app in Expo Go. This is the page chrome.
### Cards
**`feature-card`** — Background `{colors.surface-card}`, text `{colors.ink}`, type `{typography.title-md}`, rounded `{rounded.lg}`, padding 24px, 1px `{colors.hairline-strong}` border.
**`feature-card-dark`** — Dark variant. Background `{colors.surface-dark}`, text `{colors.on-dark}`. Same shape, dark inversion.
**`workflow-step-card`** — Step in the "Get your app on every device" workflow row. Background `{colors.surface-card}`, text `{colors.body}`, rounded `{rounded.lg}`, padding 20px. Layout: 32px square `{component.workflow-step-icon}` + step number + label + body.
**`workflow-step-icon`** — Square plate. Background `{colors.surface-strong}`, rounded `{rounded.md}`, 32px size.
**`testimonial-card`** — Quote card. Background `{colors.surface-card}`, text `{colors.body}`, rounded `{rounded.lg}`, padding 24px.
### Code & IDE
**`code-block`** — Inline code block. Background `{colors.surface-dark}`, text `{colors.on-dark}` in `{typography.code}` (JetBrains Mono 13px), rounded `{rounded.lg}`, padding 20px. White text on dark.
**`ide-mockup-card`** — Stylized IDE mockup. Background `{colors.surface-dark}`, rounded `{rounded.lg}`. Multi-pane editor + terminal preview.
### Pricing
**`pricing-tier-card`** — Standard pricing tier. Background `{colors.surface-card}`, rounded `{rounded.lg}`, padding 32px, 1px `{colors.hairline-strong}` border.
**`pricing-tier-featured`** — Featured tier. Background `{colors.surface-dark}`, text `{colors.on-dark}`. Same shape, dark inversion.
### Ecosystem
**`ecosystem-tile`** — Square logo plate for ecosystem partner logos (TypeScript, React, Sentry, etc.). Background `{colors.surface-card}`, rounded `{rounded.md}`, 64px size, 1px `{colors.hairline}` border.
### Forms & Tags
**`text-input`** — Background `{colors.surface-card}`, text `{colors.ink}`, rounded `{rounded.md}` (8px), padding 12px × 16px, height 44px, 1px `{colors.hairline-strong}` border. Focus thickens border to 2px ink.
**`badge-pill`** — Small uppercase pill. Background `{colors.surface-strong}`, text `{colors.ink}`, type `{typography.caption-uppercase}`, rounded `{rounded.pill}`, padding 4px × 10px.
### CTA / Footer
**`cta-band`** — Pre-footer band. Background `{colors.canvas}`, centered display headline in `{typography.display-lg}`, single black pill CTA. 96px padding.
**`footer-light`** — Closing white footer. Background `{colors.canvas}`, text `{colors.body}`. 5-column link list. 64×48px padding.
**`footer-link`** — Background transparent, text `{colors.body}`, type `{typography.body-sm}`.
## Do's and Don'ts
### Do
- Reserve `{colors.primary}` (black) for primary CTAs.
- Use `{colors.text-link}` (blue) for inline body links only — never on CTAs or buttons.
- Set every CTA at `{rounded.md}` (8px) — developer dialect.
- Use Inter at weight 600 for display, 400 for body.
- Render every code surface in JetBrains Mono.
- Pair the hero with the device-mockup composite — it's the page chrome.
### Don't
- Don't introduce a saturated brand action color. Black is the only CTA fill.
- Don't use blue (`{colors.text-link}`) on a CTA. Inline links only.
- Don't drop display below weight 600 or above 700.
- Don't use full pills on CTAs — pills are for badges only.
- Don't replicate the sky-blue gradient backdrop outside the hero.
- Don't extract a CTA color from a third-party widget (cookie consent, OneTrust). The brand's CTA is what appears on actual page CTAs.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 640px | Hero h1 64→32px; device mockup → single iPhone screen; feature grid 1-up; nav hamburger. |
| Tablet | 6401024px | Hero h1 48px; device mockup compresses; feature grid 2-up. |
| Desktop | 10241280px | Full hero h1 64px; full MacBook + iPhone composite; feature grid 3-up. |
| Wide | > 1280px | Content caps at 1200px. |
### Touch Targets
- Primary CTA at 40px height — at WCAG AA, padded for AAA.
- Search input 44px — at AAA.
### Collapsing Strategy
- Top nav switches to hamburger below 768px.
- Device mockup MacBook + iPhone collapses to a single iPhone preview on mobile.
- Feature grid: 3-up → 2-up → 1-up.
- Ecosystem tile grid: 8-up → 4-up → 3-up → 2-up.
## Iteration Guide
1. Focus on a single component at a time.
2. CTAs default to `{rounded.md}` (8px). Cards use `{rounded.lg}` (12px).
3. Variants live as separate entries.
4. Use `{token.refs}` everywhere — never inline hex.
5. Hover state never documented.
6. Inter 600 for display, Inter 400 for body. JetBrains Mono on code.
7. Black stays the only CTA color; text-link blue stays inline-only.
## Known Gaps
- Inter and JetBrains Mono are freely available — no licensing concerns.
- Animation timings (device mockup parallax, hero entrance) out of scope.
- In-app surfaces (EAS dashboard interactive, Expo Go simulator) only partially captured via marketing mockups.
- Form validation states beyond focus not visible on captured surfaces.
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# Expo Inspired Design System
# Expo Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/expo/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Ferrari-design-analysis
description: A luxury-automotive brand whose marketing surfaces read as cinematic editorial. The base canvas is **near-black** (`#181818`) holding pure white display type; white-canvas bands appear only inside specific editorial contexts (preowned listings, pricing tables). The single brand voltage is **Rosso Corsa** (`#da291c`) — the iconic Ferrari racing red — used scarcely on primary CTAs, the Cavallino mark, and Formula 1 race-position highlights. Type runs **FerrariSans** at modest weights (display 500, body 400) — never bombastic. Spacing follows an explicit 8px token ladder (`xxxs` 4px through `super` 128px); generous editorial pacing throughout. The brand's strongest visual signature is the **full-bleed cinematic hero photograph** that fills the viewport top with car photography, model details, or trackside livery — followed by a tighter editorial body layout below.
colors:
primary: "#da291c"
primary-active: "#b01e0a"
primary-hover: "#9d2211"
ink: "#ffffff"
body: "#969696"
body-strong: "#ffffff"
body-on-light: "#181818"
muted: "#666666"
muted-soft: "#8f8f8f"
hairline: "#303030"
hairline-on-light: "#d2d2d2"
hairline-soft: "#ebebeb"
canvas: "#181818"
canvas-elevated: "#303030"
canvas-light: "#ffffff"
surface-card: "#303030"
surface-soft-light: "#f7f7f7"
surface-strong-light: "#ebebeb"
on-primary: "#ffffff"
on-dark: "#ffffff"
on-light: "#181818"
accent-yellow-hypersail: "#fff200"
accent-yellow: "#f6e500"
semantic-info: "#4c98b9"
semantic-success: "#03904a"
semantic-warning: "#f13a2c"
typography:
display-mega:
fontFamily: "'FerrariSans', -apple-system, system-ui, sans-serif"
fontSize: 80px
fontWeight: 500
lineHeight: 1.05
letterSpacing: -1.6px
display-xl:
fontFamily: "'FerrariSans', sans-serif"
fontSize: 56px
fontWeight: 500
lineHeight: 1.1
letterSpacing: -1.12px
display-lg:
fontFamily: "'FerrariSans', sans-serif"
fontSize: 36px
fontWeight: 500
lineHeight: 1.2
letterSpacing: -0.36px
display-md:
fontFamily: "'FerrariSans', sans-serif"
fontSize: 26px
fontWeight: 500
lineHeight: 1.5
letterSpacing: 0.195px
title-md:
fontFamily: "'FerrariSans', sans-serif"
fontSize: 18px
fontWeight: 700
lineHeight: 1.2
letterSpacing: 0
title-sm:
fontFamily: "'FerrariSans', sans-serif"
fontSize: 16px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0.08px
body-md:
fontFamily: "'FerrariSans', sans-serif"
fontSize: 14px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
body-sm:
fontFamily: "'FerrariSans', sans-serif"
fontSize: 13px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
caption:
fontFamily: "'FerrariSans', sans-serif"
fontSize: 12px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
caption-uppercase:
fontFamily: "'FerrariSans', sans-serif"
fontSize: 11px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 1.1px
textTransform: uppercase
button:
fontFamily: "'FerrariSans', sans-serif"
fontSize: 14px
fontWeight: 700
lineHeight: 1.0
letterSpacing: 1.4px
textTransform: uppercase
nav-link:
fontFamily: "'FerrariSans', sans-serif"
fontSize: 13px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0.65px
textTransform: uppercase
number-display:
fontFamily: "'FerrariSans', sans-serif"
fontSize: 80px
fontWeight: 700
lineHeight: 1.0
letterSpacing: -1.6px
rounded:
none: 0px
xs: 2px
sm: 4px
md: 6px
lg: 8px
xl: 12px
full: 9999px
spacing:
xxxs: 4px
xxs: 8px
xs: 16px
sm: 24px
md: 32px
lg: 48px
xl: 64px
xxl: 96px
super: 128px
components:
top-nav-on-dark:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.nav-link}"
height: 64px
top-nav-on-light:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.body-on-light}"
typography: "{typography.nav-link}"
height: 64px
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 14px 32px
height: 48px
button-primary-active:
backgroundColor: "{colors.primary-active}"
textColor: "{colors.on-primary}"
rounded: "{rounded.none}"
button-outline-on-dark:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 13px 31px
height: 48px
button-outline-on-light:
backgroundColor: transparent
textColor: "{colors.body-on-light}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 13px 31px
height: 48px
button-tertiary-text:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.button}"
hero-band-cinema:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-mega}"
padding: 0
hero-band-light:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.body-on-light}"
typography: "{typography.display-xl}"
padding: 96px
feature-card-photo:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.none}"
padding: 0
feature-card-light:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.body-on-light}"
typography: "{typography.title-md}"
rounded: "{rounded.none}"
padding: 32px
livery-band:
backgroundColor: "{colors.primary}"
textColor: "{colors.ink}"
typography: "{typography.display-lg}"
padding: 96px
preowned-listing-card:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.body-on-light}"
typography: "{typography.body-md}"
rounded: "{rounded.none}"
padding: 24px
spec-cell:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.number-display}"
padding: 24px 0
race-position-cell:
backgroundColor: transparent
textColor: "{colors.primary}"
typography: "{typography.number-display}"
race-calendar-row:
backgroundColor: transparent
textColor: "{colors.ink}"
typography: "{typography.body-md}"
padding: 16px 0
driver-card:
backgroundColor: "{colors.canvas-elevated}"
textColor: "{colors.ink}"
typography: "{typography.title-md}"
rounded: "{rounded.none}"
padding: 24px
text-input-on-dark:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.sm}"
padding: 14px 16px
height: 48px
text-input-on-light:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.body-on-light}"
typography: "{typography.body-md}"
rounded: "{rounded.sm}"
padding: 14px 16px
height: 48px
badge-pill:
backgroundColor: "{colors.canvas-elevated}"
textColor: "{colors.ink}"
typography: "{typography.caption-uppercase}"
rounded: "{rounded.full}"
padding: 4px 12px
cta-band-dark:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-lg}"
padding: 96px
newsletter-input-band:
backgroundColor: "{colors.canvas-elevated}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.sm}"
padding: 32px
footer-dark:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.body-sm}"
padding: 64px 48px
footer-link:
backgroundColor: transparent
textColor: "{colors.body}"
typography: "{typography.body-sm}"
---
## Overview
Ferrari's marketing site reads as cinematic editorial — closer to a luxury-magazine spread than a typical car-OEM site. The base canvas is **near-black** (`{colors.canvas}`#181818) holding pure white display type; white-canvas bands appear only inside specific editorial contexts (preowned listings, pricing tables, dealer surfaces). The single brand voltage is **Rosso Corsa** (`{colors.primary}`#da291c), the iconic Ferrari racing red, used scarcely on primary CTAs, the Cavallino mark, and Formula 1 race-position highlights.
Type runs **FerrariSans** as the single sans family at modest weights — display 500, body 400. CTA labels render in uppercase with generous tracking (1.1-1.4px). The brand never uses bold display copy.
The brand's strongest visual signature is the **full-bleed cinematic hero photograph** — top-of-page imagery shows car photography, model details, or trackside livery without any chrome competing with it. Headlines float over the bottom of the photo or sit in a tight band beneath. Spacing follows the explicit 8px token ladder: `xxxs` 4 / `xxs` 8 / `xs` 16 / `sm` 24 / `md` 32 / `lg` 48 / `xl` 64 / `xxl` 96 / `super` 128.
**Key Characteristics:**
- Single accent: `{colors.primary}` (Rosso Corsa #da291c) for primary CTAs, the Cavallino, F1 race-position highlights. Used scarcely.
- Near-black canvas (#181818) — never pure black. White-canvas bands only inside editorial contexts.
- Single sans family: FerrariSans across every text role.
- Display weight stays at 500 — never bold.
- CTA labels render uppercase with 1.4px tracking.
- Sharp `{rounded.none}` (0px) corners on every CTA, card, and band — luxury-automotive precision.
- Full-bleed cinematic hero photography is the page chrome.
- Explicit 8px spacing token ladder with named scale (xxxs through super).
- Hairlines + photographic depth — no drop shadow tiers.
## Colors
### Brand & Accent
- **Rosso Corsa** (`{colors.primary}`#da291c): The iconic Ferrari racing red. Primary CTA fill, Cavallino mark, F1 driver-position highlights. Used scarcely.
- **Rosso Corsa Active** (`{colors.primary-active}`#b01e0a): Press state.
- **Rosso Corsa Hover-darker** (`{colors.primary-hover}`#9d2211): Documented for completeness; per the no-hover policy this is not used in preview HTML.
- **Hypersail Yellow** (`{colors.accent-yellow-hypersail}`#fff200) + **Yellow** (`{colors.accent-yellow}`#f6e500): Sub-brand accents reserved for the Hypersail sailing program and the global focus-ring color. Not part of the main automotive palette.
### Surface
- **Canvas** (`{colors.canvas}`#181818): Near-black page floor — never pure black, slight warmth.
- **Canvas Elevated** (`{colors.canvas-elevated}`#303030): Cards and panels on dark canvas.
- **Canvas Light** (`{colors.canvas-light}`#ffffff): White editorial bands (preowned listings, pricing).
- **Surface Card** (`{colors.surface-card}`#303030): Same as canvas-elevated — driver cards, livery photo plates.
- **Surface Soft Light** (`{colors.surface-soft-light}`#f7f7f7): Light editorial alternating band.
- **Surface Strong Light** (`{colors.surface-strong-light}`#ebebeb): Light-canvas dividers, badges.
### Hairlines
- **Hairline** (`{colors.hairline}`#303030): 1px divider on dark — same hex as `{colors.canvas-elevated}`.
- **Hairline On Light** (`{colors.hairline-on-light}`#d2d2d2): 1px divider on light bands.
- **Hairline Soft** (`{colors.hairline-soft}`#ebebeb): Lighter divider.
### Text
- **Ink** (`{colors.ink}`#ffffff): Display, body emphasis on dark.
- **Body** (`{colors.body}`#969696): Default running-text on dark.
- **Body Strong** (`{colors.body-strong}`#ffffff): Same as ink.
- **Body On Light** (`{colors.body-on-light}`#181818): Default text on light bands.
- **Muted** (`{colors.muted}`#666666): Sub-titles, captions on dark.
- **Muted Soft** (`{colors.muted-soft}`#8f8f8f): Disabled link text.
- **On Primary** (`{colors.on-primary}`#ffffff): White text on Rosso Corsa.
### Semantic
- **Info** (`{colors.semantic-info}`#4c98b9): Info badges, callout backgrounds.
- **Success** (`{colors.semantic-success}`#03904a): Confirmation.
- **Warning** (`{colors.semantic-warning}`#f13a2c): Validation warnings.
## Typography
### Font Family
**FerrariSans** is the licensed single sans family across every text role. Fallback: `-apple-system, system-ui, sans-serif`. No display/body family split.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-mega}` | 80px | 500 | 1.05 | -1.6px | Homepage hero h1 |
| `{typography.display-xl}` | 56px | 500 | 1.1 | -1.12px | Subsidiary heroes |
| `{typography.display-lg}` | 36px | 500 | 1.2 | -0.36px | Section heads, livery band |
| `{typography.display-md}` | 26px | 500 | 1.5 | 0.195px | Sub-section heads |
| `{typography.title-md}` | 18px | 700 | 1.2 | 0 | Component titles |
| `{typography.title-sm}` | 16px | 500 | 1.4 | 0.08px | List labels |
| `{typography.body-md}` | 14px | 400 | 1.5 | 0 | Default body |
| `{typography.body-sm}` | 13px | 400 | 1.5 | 0 | Footer body |
| `{typography.caption}` | 12px | 400 | 1.4 | 0 | Photo captions |
| `{typography.caption-uppercase}` | 11px | 600 | 1.4 | 1.1px | Section labels, badges |
| `{typography.button}` | 14px | 700 | 1.0 | 1.4px (uppercase) | CTA pill labels |
| `{typography.nav-link}` | 13px | 600 | 1.4 | 0.65px (uppercase) | Top-nav menu items |
| `{typography.number-display}` | 80px | 700 | 1.0 | -1.6px | Race position highlights, spec values |
### Principles
- **Display weight stays at 500.** Editorial confidence, not bombastic. The cinematic photography is doing the visual heavy-lifting — type doesn't need to compete.
- **CTA labels are uppercase with 1.4px tracking.** Luxury-precision feel.
- **Nav labels are uppercase with 0.65px tracking.** Consistent with CTA voice.
- **Negative letter-spacing on display only.** -0.36px to -1.6px on display sizes; body stays at 0.
### Note on Font Substitutes
FerrariSans is licensed. Open-source substitute: **Inter** at weight 500 with letter-spacing -1%, or **Söhne** for closer humanist proportions.
## Layout
### Spacing System
- **Base unit:** 4px.
- **Tokens:** `{spacing.xxxs}` 4px · `{spacing.xxs}` 8px · `{spacing.xs}` 16px · `{spacing.sm}` 24px · `{spacing.md}` 32px · `{spacing.lg}` 48px · `{spacing.xl}` 64px · `{spacing.xxl}` 96px · `{spacing.super}` 128px.
- **Section padding:** `{spacing.xxl}` (96px) for major bands; `{spacing.super}` (128px) reserved for hero band depth.
### Grid & Container
- Max content width: ~1280px on editorial bands. Hero photography goes full-bleed.
- Editorial body: 12-column grid.
- Feature card grids: 2-up at desktop for hero splits, 3-up for benefit grids, 4-up for preowned listing tiles.
- Footer: 5-column at desktop.
### Whitespace Philosophy
Generous editorial pacing. Cinematic hero photography occupies generous viewport real-estate; body sections sit in tighter editorial layouts beneath. The canvas-light editorial bands (preowned, pricing) carry tighter density than the dark cinema bands.
## Elevation & Depth
The system uses **photographic depth + brightness-step** elevation. No drop shadows except a single soft-small `{shadow.small}` documented in extracted tokens.
| Level | Treatment | Use |
|---|---|---|
| Flat (canvas) | `{colors.canvas}` (#181818) | Body bands, footer |
| Card | `{colors.canvas-elevated}` (#303030) | Driver cards, livery plates |
| Light band | `{colors.canvas-light}` (#ffffff) | Preowned listings, pricing |
| Hairline border | 1px `{colors.hairline}` or `{colors.hairline-on-light}` | Card outlines, dividers |
| Soft drop | `0 4px 8px rgba(0,0,0,0.1)` | Hovered cards (single shadow tier) |
| Photographic | Full-bleed cinema imagery | Hero band, livery photographs |
### Decorative Depth
- **Full-bleed cinema photography** is the brand's primary depth treatment.
- **Brand red gradient** (`linear-gradient(180deg, #a00c01, #da291c 64%)`): The Rosso Corsa gradient used inside accent bands and CTA hover states.
- **Dark grey gradient** (`linear-gradient(180deg, #3c3c3c, #030303 64%)`): Atmospheric darken used at section transitions.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Every CTA, card, band — dominant radius |
| `{rounded.xs}` | 2px | Tight badges (rare) |
| `{rounded.sm}` | 4px | Form inputs |
| `{rounded.md}` | 6px | Compact cards (rare) |
| `{rounded.lg}` | 8px | Mobile-only collapse cards |
| `{rounded.xl}` | 12px | Modal/dialog corners (rare) |
| `{rounded.full}` | 9999px | Avatar plates, badge pills |
The radius vocabulary is **sharp by default**. Sharp 0px corners are the brand button shape — never rounded pills. Pill geometry is reserved for badge labels only.
## Components
### Top Navigation
**`top-nav-on-dark`** — Default top nav on dark hero pages. Background `{colors.canvas}`, text `{colors.ink}`, height 64px. Layout: Cavallino mark left, primary horizontal menu (Models / F1 / Lifestyle / Owners / Preowned), language picker + utilities right. Menu items render uppercase with 0.65px tracking.
**`top-nav-on-light`** — White-canvas variant for editorial light bands.
### Buttons
**`button-primary`** — The signature Rosso Corsa CTA. Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.button}` (14px / 700 / 1.4px tracking, uppercase), padding 14px × 32px, height 48px, **rounded `{rounded.none}` (0px — sharp corners)**.
**`button-primary-active`** — Press state. Background `{colors.primary-active}`.
**`button-outline-on-dark`** — Transparent with 1px white border. Background transparent, text `{colors.ink}`, 1px white border, same sharp 0px corners.
**`button-outline-on-light`** — Transparent with 1px ink border on light bands.
**`button-tertiary-text`** — Inline text link, uppercase tracking.
### Hero Bands
**`hero-band-cinema`** — Full-bleed cinematic photograph. Background `{colors.canvas}` underneath, but the photo fills the viewport. Display headline floats over the bottom of the photo or sits in a tight band beneath, in `{typography.display-mega}` (80px / 500 / -1.6px). One primary CTA + one outline CTA. Zero padding — the photo fills edge-to-edge.
**`hero-band-light`** — White-canvas variant for editorial bands. Background `{colors.canvas-light}`, text `{colors.body-on-light}`, padding 96px.
### Cards
**`feature-card-photo`** — Image-first card. Background `{colors.canvas}`, text `{colors.ink}`, rounded `{rounded.none}`. Image fills the top edge-to-edge; title + body sit beneath in tight typography.
**`feature-card-light`** — White-canvas variant. Background `{colors.canvas-light}`, text `{colors.body-on-light}`, rounded `{rounded.none}`, padding 32px.
**`driver-card`** — F1 driver portrait card. Background `{colors.canvas-elevated}`, text `{colors.ink}`, rounded `{rounded.none}`, padding 24px. Layout: driver portrait + name + race number + team badge.
### Editorial Surfaces
**`livery-band`** — A full-width Rosso Corsa accent band. Background `{colors.primary}`, text `{colors.ink}`, type `{typography.display-lg}`, 96px padding. Used as a standout livery callout between dark editorial bands.
**`preowned-listing-card`** — Used in the preowned Ferrari listing grid. Background `{colors.canvas-light}`, text `{colors.body-on-light}`, rounded `{rounded.none}`, padding 24px. Layout: car photo top + model name + year/mileage + price.
### Spec & Race Surfaces
**`spec-cell`** — Technical spec callout. Transparent background, value in `{typography.number-display}` (80px / 700 / -1.6px white), label below in `{typography.caption-uppercase}`.
**`race-position-cell`** — F1 driver finishing position. Same number-display geometry but text in `{colors.primary}` Rosso Corsa for the brand's racing identity.
**`race-calendar-row`** — Hairline-divided row in the F1 race calendar. Layout: date column left, race name + circuit middle, results column right.
### Forms & Tags
**`text-input-on-dark`** — Background `{colors.canvas}`, text `{colors.ink}`, rounded `{rounded.sm}` (4px), padding 14px × 16px, height 48px, 1px `{colors.hairline}` border.
**`text-input-on-light`** — White-canvas variant.
**`badge-pill`** — Small uppercase pill. Background `{colors.canvas-elevated}`, text `{colors.ink}`, type `{typography.caption-uppercase}` (11px / 600 / 1.1px tracking, uppercase), rounded `{rounded.full}` (9999px), padding 4px × 12px. The only place pill geometry is used.
### Newsletter / CTA / Footer
**`newsletter-input-band`** — Newsletter signup band. Background `{colors.canvas-elevated}`, padding 32px, rounded `{rounded.sm}`. Holds an inline email input + primary CTA.
**`cta-band-dark`** — Pre-footer band. Background `{colors.canvas}`, centered display headline in `{typography.display-lg}`, single Rosso Corsa CTA. 96px padding.
**`footer-dark`** — Closing dark footer. Background `{colors.canvas}`, text `{colors.body}`. 5-column link list. 64×48px padding.
**`footer-link`** — Background transparent, text `{colors.body}`, type `{typography.body-sm}`.
## Do's and Don'ts
### Do
- Reserve `{colors.primary}` (Rosso Corsa) for primary CTAs, the Cavallino mark, and F1 race-position highlights.
- Set every CTA at `{rounded.none}` (0px sharp corners) — the brand's signature precision.
- Render CTA labels in uppercase with 1.4px tracking via `{typography.button}`.
- Pair every hero with a full-bleed cinematic photograph — the photograph IS the depth.
- Use the explicit 8px spacing ladder (`xxxs` through `super`) rather than ad-hoc px values.
- Keep display weight at 500 — never bold.
### Don't
- Don't introduce a saturated brand color other than Rosso Corsa.
- Don't use rounded or pill CTAs — sharp 0px corners are the brand button.
- Don't bold display copy. The cinematic photography does the visual heavy-lifting.
- Don't use Hypersail yellow outside the Hypersail sailing program context.
- Don't use pure black canvas. The brand canvas is `{colors.canvas}` (#181818) — slightly warm.
- Don't add drop shadow tiers. Photography + brightness-step elevation carry the depth.
- Don't extract a CTA color from a third-party widget (cookie consent, OneTrust). The brand's CTA color is what appears on actual product CTAs, not on injected modals.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 640px | Hero photograph crops vertically; hero h1 80→32px; feature card grid 1-up; nav hamburger; preowned listing 1-up. |
| Tablet | 6401024px | Hero h1 56px; feature card grid 2-up; preowned listing 2-up. |
| Desktop | 10241280px | Full hero h1 80px; feature card grid 3-up; preowned listing 4-up. |
| Wide | > 1280px | Editorial body content caps at 1280px; hero photography continues full-bleed. |
### Touch Targets
- Primary CTA at 48px height — at WCAG AAA (44 × 44).
- Nav items render uppercase with 0.65px tracking, padded for an effective 48px tap area.
### Collapsing Strategy
- Top nav switches to hamburger below 768px.
- Hero photograph reframes per breakpoint via art direction — desktop carries wide cinematic; mobile crops tighter or shifts to vertical.
- Feature card grid: 4-up → 3-up → 2-up → 1-up.
- F1 driver cards: 2-up at desktop, 1-up at mobile.
## Iteration Guide
1. Focus on a single component at a time.
2. CTAs default to `{rounded.none}` (0px sharp). Cards use `{rounded.none}` too. Pill is reserved for badges.
3. Variants live as separate entries inside `components:`.
4. Use `{token.refs}` everywhere — never inline hex.
5. Hover state never documented.
6. FerrariSans 500 for display, 400/700 for body. Uppercase + tracking on CTAs and nav.
7. Rosso Corsa stays scarce — primary CTAs, Cavallino, race-position highlights only.
8. Use the explicit 8px named spacing ladder.
## Known Gaps
- FerrariSans is a licensed typeface; Inter at weight 500 is the documented substitute.
- Animation timings (hero parallax, livery band entrance, race position counter) out of scope.
- In-product surfaces (preowned configurator, F1 telemetry overlays) only partially captured via marketing surfaces.
- Form validation states beyond focus not visible on captured surfaces.
- Hypersail yellow tokens are extracted but only appear in the Hypersail sailing program context — documented as scoped accents.
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# Ferrari Inspired Design System
# Ferrari Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/ferrari/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Figma-design-analysis
description: "A confident black-and-white editorial frame interrupted by oversized, hand-cut pastel color blocks. The marketing canvas is rigorously monochrome — figmaSans variable type, pure white surfaces, pure black ink, pill-shaped CTAs — while each story section drops the page into a saturated lime, lavender, cream, mint, or pink panel that reads like a sticky note placed on a clean desk. The result is a design system that feels both technical and joyful — a tool for serious work, made by people who like color."
colors:
primary: "#000000"
on-primary: "#ffffff"
ink: "#000000"
canvas: "#ffffff"
inverse-canvas: "#000000"
inverse-ink: "#ffffff"
on-inverse-soft: "#ffffff"
hairline: "#e6e6e6"
hairline-soft: "#f1f1f1"
surface-soft: "#f7f7f5"
block-lime: "#dceeb1"
block-lilac: "#c5b0f4"
block-cream: "#f4ecd6"
block-pink: "#efd4d4"
block-mint: "#c8e6cd"
block-coral: "#f3c9b6"
block-navy: "#1f1d3d"
accent-magenta: "#ff3d8b"
semantic-success: "#1ea64a"
overlay-scrim: "#000000"
typography:
display-xl:
fontFamily: figmaSans
fontSize: 86px
fontWeight: 340
lineHeight: 1.00
letterSpacing: -1.72px
fontFeature: kern
display-lg:
fontFamily: figmaSans
fontSize: 64px
fontWeight: 340
lineHeight: 1.10
letterSpacing: -0.96px
fontFeature: kern
headline:
fontFamily: figmaSans
fontSize: 26px
fontWeight: 540
lineHeight: 1.35
letterSpacing: -0.26px
fontFeature: kern
subhead:
fontFamily: figmaSans
fontSize: 26px
fontWeight: 340
lineHeight: 1.35
letterSpacing: -0.26px
fontFeature: kern
card-title:
fontFamily: figmaSans
fontSize: 24px
fontWeight: 700
lineHeight: 1.45
letterSpacing: 0
fontFeature: kern
body-lg:
fontFamily: figmaSans
fontSize: 20px
fontWeight: 330
lineHeight: 1.40
letterSpacing: -0.14px
fontFeature: kern
body:
fontFamily: figmaSans
fontSize: 18px
fontWeight: 320
lineHeight: 1.45
letterSpacing: -0.26px
fontFeature: kern
body-sm:
fontFamily: figmaSans
fontSize: 16px
fontWeight: 330
lineHeight: 1.45
letterSpacing: -0.14px
fontFeature: kern
link:
fontFamily: figmaSans
fontSize: 20px
fontWeight: 480
lineHeight: 1.40
letterSpacing: -0.10px
fontFeature: kern
button:
fontFamily: figmaSans
fontSize: 20px
fontWeight: 480
lineHeight: 1.40
letterSpacing: -0.10px
fontFeature: kern
eyebrow:
fontFamily: figmaMono
fontSize: 18px
fontWeight: 400
lineHeight: 1.30
letterSpacing: 0.54px
fontFeature: kern
caption:
fontFamily: figmaMono
fontSize: 12px
fontWeight: 400
lineHeight: 1.00
letterSpacing: 0.60px
fontFeature: kern
rounded:
xs: 2px
sm: 6px
md: 8px
lg: 24px
xl: 32px
pill: 50px
full: 9999px
spacing:
hair: 1px
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 24px
xl: 32px
xxl: 48px
section: 96px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 10px 20px
button-primary-pressed:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
button-secondary:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 8px 18px 10px
button-tertiary-text:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.link}"
rounded: "{rounded.full}"
padding: 8px 12px
button-icon-circular:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.full}"
size: 40px
button-icon-circular-inverse:
backgroundColor: "{colors.on-inverse-soft}"
textColor: "{colors.inverse-ink}"
typography: "{typography.button}"
rounded: "{rounded.full}"
size: 40px
button-magenta-promo:
backgroundColor: "{colors.accent-magenta}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 10px 18px
pricing-tab-default:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 8px 18px
pricing-tab-selected:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 8px 18px
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.md}"
padding: 12px 14px
text-input-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.md}"
padding: 12px 14px
pricing-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.lg}"
padding: 24px
pricing-card-feature-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.xs}"
color-block-section:
backgroundColor: "{colors.block-lime}"
textColor: "{colors.ink}"
typography: "{typography.subhead}"
rounded: "{rounded.lg}"
padding: 48px
color-block-section-lilac:
backgroundColor: "{colors.block-lilac}"
textColor: "{colors.ink}"
typography: "{typography.subhead}"
rounded: "{rounded.lg}"
padding: 48px
color-block-section-navy:
backgroundColor: "{colors.block-navy}"
textColor: "{colors.inverse-ink}"
typography: "{typography.subhead}"
rounded: "{rounded.lg}"
padding: 48px
promo-banner-lilac:
backgroundColor: "{colors.block-lilac}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.md}"
padding: 16px 24px
template-card:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.md}"
padding: 16px
feature-illustration-tile:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.eyebrow}"
rounded: "{rounded.md}"
padding: 24px
top-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.xs}"
height: 56px
marquee-strip:
backgroundColor: "{colors.inverse-canvas}"
textColor: "{colors.inverse-ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.xs}"
height: 36px
comparison-checkmark:
backgroundColor: "{colors.canvas}"
textColor: "{colors.semantic-success}"
typography: "{typography.body-sm}"
rounded: "{rounded.full}"
size: 16px
footer:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.caption}"
rounded: "{rounded.xs}"
padding: 64px 32px
---
## Overview
Figma's marketing canvas is, at the system level, an editor-clean black-and-white frame. The chrome — top nav, body type, footer, primary CTA — is monochrome. Headlines are oversized `{typography.display-xl}` set in `figmaSans` with aggressive negative tracking, body copy hovers around weight 320340 of the same variable family, and small mono `{typography.eyebrow}` and `{typography.caption}` labels (figmaMono, all-caps, positive tracking) act as section markers. Every CTA is a pill — `{rounded.pill}` — and the primary action across the entire site is the same black `{components.button-primary}` paired with the same white `{components.button-secondary}`.
What makes the design unique is what happens **between** those monochrome bookends: the page repeatedly drops into oversized pastel **color-block sections** — lime, lavender, cream, mint, pink, coral, and a deep navy — that span the full content width with `{rounded.lg}` corners and `{spacing.xxl}` interior padding. These blocks are where the storytelling lives. They aren't accents tucked into a card; they take over a whole viewport's worth of vertical space, like a designer arranging giant sticky notes on a clean wall. FigJam is the most pastel-saturated, the home page rotates through the full set, and the pricing page ends with a lime FAQ panel — same vocabulary, different rhythm per route.
This is a system built on contrast: the monochrome chrome makes the color blocks feel intentional rather than decorative, and the color blocks make the monochrome chrome feel like editorial paper rather than enterprise SaaS. Density is generous, line-heights are tight on display sizes, and the interface never reaches for shadows or gradients to do the work that color blocks and confident typography already do.
**Key Characteristics:**
- Monochrome system core: `{colors.primary}` (black) and `{colors.canvas}` (white) carry every CTA, every body line, every footer link.
- Oversized pastel **color-block sections** (`{colors.block-lime}`, `{colors.block-lilac}`, `{colors.block-cream}`, `{colors.block-mint}`, `{colors.block-pink}`, `{colors.block-coral}`, `{colors.block-navy}`) define the narrative rhythm of every long-form page.
- Pill is the only button shape — `{rounded.pill}` for text CTAs, `{rounded.full}` for icon buttons. No square buttons anywhere.
- `figmaSans` variable typeface used at unusually fine weight increments (320, 330, 340, 450, 480, 540) — the type system reads as a single voice that flexes rather than a multi-weight family.
- Tight negative letter-spacing on display sizes (-1.72px at 86px, -0.96px at 64px) creates a confident editorial cadence.
- `figmaMono` reserved for category labels, eyebrows, and captions — always uppercase, positive tracking — to flag taxonomy without competing with display type.
- Color-block page rhythm (home): white hero → marquee strip → white feature → lime systems block → navy ship-products block → coral developer block → white template grid → white footer.
## Colors
> Source pages: figma.com (home), /design/, /figjam/brainstorming-tool/, /pricing/, /contact/.
### Brand & Accent
- **Black** ({colors.primary}): The system primary. Every primary CTA, every headline, every body line, the marquee strip, the inverse canvas of dark sections.
- **White** ({colors.on-primary}): Inverse text on black surfaces; also the canvas color used as the foreground of secondary pill buttons (`{components.button-secondary}`).
- **Magenta Promo** ({colors.accent-magenta}): A single saturated CTA pink reserved for promotional inline buttons — appears, for example, on the lilac "Save your spot" Release Notes banner. Use scarcely; it is not a section color.
### Surface
- **Canvas** ({colors.canvas}): Default page background and the body of every white card.
- **Inverse Canvas** ({colors.inverse-canvas}): Footer, marquee strip, and a subset of "ship products"-style story sections.
- **Surface Soft** ({colors.surface-soft}): Off-white tile background used for icon buttons, template cards, and feature illustration tiles when they sit on the white canvas.
- **Hairline** ({colors.hairline}): 1px borders on form inputs, pricing cards, and table dividers.
- **Hairline Soft** ({colors.hairline-soft}): Even subtler dividers — comparison-table row separators and footer column rules.
- **Block Lime** ({colors.block-lime}): The signature **systems / FAQ / contact-form** color block. Recurs across home, pricing, contact.
- **Block Lilac** ({colors.block-lilac}): Hero block on `/design/`; also the inline Release Notes promo banner.
- **Block Cream** ({colors.block-cream}): Soft warm background — FigJam hero strip, template-grid section.
- **Block Mint** ({colors.block-mint}): FigJam pastel section.
- **Block Pink** ({colors.block-pink}): FigJam pastel section.
- **Block Coral** ({colors.block-coral}): "Ship products" coral story block on home.
- **Block Navy** ({colors.block-navy}): Deep indigo story block — only place dark surfaces appear above the footer.
### Text
- **Ink** ({colors.ink}): All headline, body, and caption type on light surfaces. There is no softer mid-gray text role on marketing — body copy is always black at weight 320340, and weight (not opacity) carries the hierarchy.
- **Inverse Ink** ({colors.inverse-ink}): Type on inverse-canvas surfaces (footer, marquee strip, navy color block).
- **On-Inverse Soft** ({colors.on-inverse-soft}): White used at ~16% opacity for circular icon-button surfaces against dark sections (token captures the base color; the translucency is applied at render time).
### Semantic
- **Success Green** ({colors.semantic-success}): Comparison-table checkmarks on pricing. Used as a glyph fill, not a surface.
- **Overlay Scrim** ({colors.overlay-scrim}): Black used at ~60% opacity behind modal / video-overlay surfaces (token captures the base; opacity applied at render time).
## Typography
### Font Family
- **figmaSans** — Figma's proprietary variable typeface; fallback stack `figmaSans Fallback, SF Pro Display, system-ui, helvetica`. Variable weight axis is exercised at unusually fine increments (320, 330, 340, 450, 480, 540, 700) — the design system reads as a single voice modulating rather than a stepped weight family.
- **figmaMono** — Proprietary monospace; fallback `figmaMono Fallback, SF Mono, menlo`. Used exclusively for eyebrow labels and captions, always uppercase with positive letter-spacing.
OpenType `kern` is enabled across every role.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 86px | 340 | 1.00 | -1.72px | Hero headlines (home, FigJam) |
| `{typography.display-lg}` | 64px | 340 | 1.10 | -0.96px | Section opener headlines |
| `{typography.headline}` | 26px | 540 | 1.35 | -0.26px | Story-block titles inside color blocks |
| `{typography.subhead}` | 26px | 340 | 1.35 | -0.26px | Long-form intro paragraphs that sit at near-headline scale |
| `{typography.card-title}` | 24px | 700 | 1.45 | 0 | Pricing-tier titles, feature card titles |
| `{typography.body-lg}` | 20px | 330 | 1.40 | -0.14px | Lead body copy on hero, contact form labels |
| `{typography.body}` | 18px | 320 | 1.45 | -0.26px | Default body |
| `{typography.body-sm}` | 16px | 330 | 1.45 | -0.14px | Card body, footer link list |
| `{typography.link}` | 20px | 480 | 1.40 | -0.10px | Inline link emphasis |
| `{typography.button}` | 20px | 480 | 1.40 | -0.10px | All pill buttons, primary and secondary |
| `{typography.eyebrow}` | 18px | 400 | 1.30 | 0.54px | figmaMono uppercase section eyebrows |
| `{typography.caption}` | 12px | 400 | 1.00 | 0.60px | figmaMono uppercase captions, footer column heads |
### Principles
- **Weight, not size, carries hierarchy on body copy.** A 20px paragraph at weight 330 sits next to a 20px link at weight 480 — the eye reads emphasis without scale change.
- **Negative letter-spacing scales with size.** Display-xl pulls -1.72px; subhead pulls only -0.26px. Body copy stays near-zero. The result is editorial-feeling display type without sacrificing readability at body size.
- **Mono is taxonomy, not body.** figmaMono is reserved for eyebrows and captions — never used to set a paragraph.
- **Tight line-heights on display, generous on body.** Display sizes run 1.001.10; body runs 1.401.45. The contrast reinforces that headlines are graphics and body copy is for reading.
### Note on Font Substitutes
If implementing without access to figmaSans / figmaMono, suitable open-source substitutes are **Inter** (or **Geist**) for the sans, and **JetBrains Mono** (or **Geist Mono**) for the mono. Inter at variable weights closely matches the fine-grained weight axis figmaSans uses; expect to manually adjust line-heights down by ~0.02 to compensate for Inter's slightly taller x-height.
## Layout
### Spacing System
- **Base unit**: 8px.
- **Tokens (front matter)**: `{spacing.hair}` 1px · `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 16px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 96px.
- Section interior padding: `{spacing.xxl}` (48px) on color-block sections.
- Card interior padding: `{spacing.lg}` (24px) on pricing cards and template tiles.
- Form input padding: `{spacing.sm}` 12px vertical · 14px horizontal.
- Button padding: `{spacing.xs}` 8px vertical · `{spacing.lg}` 24px horizontal for pill buttons (the asymmetric `8px 18px 10px` extracted on `button-secondary` nudges the type optically inside the pill).
- Universal rhythm constant: `{spacing.section}` (96px) — the vertical gap between major content sections holds across home, pricing, and FigJam pages.
### Grid & Container
- Max content width sits around 1280px (one of the explicit breakpoints), with side gutters that scale from `{spacing.xxl}` on desktop down to `{spacing.lg}` on mobile.
- Three- and four-column grids on the desktop pricing comparison and FigJam template galleries.
- Color-block sections break the column grid — they span content width with full bleed inside the rounded `{rounded.lg}` corners, then place a single editorial column of headline + body inside.
### Whitespace Philosophy
White space is used to make the color blocks feel deliberate. Between every colored panel and the next, the page returns to white canvas with `{spacing.section}` of breathing room. Inside a color block, the type itself is given generous side margins (often more than 1/4 of the block's width on each side) so the panel reads as a poster, not a wall of copy.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 (flat) | No shadow, no border | Default for color-block sections, inverse-canvas footer, hero |
| 1 (hairline) | 1px `{colors.hairline}` border on `{colors.canvas}` | Pricing cards, form inputs, comparison table cells |
| 2 (soft elevation) | Subtle drop shadow approx 0 4px 16px rgba(0,0,0,0.06) | Floating template tiles, dropdown menus |
| 3 (modal) | Stronger shadow + `{colors.overlay-scrim}` behind | Video / image lightbox overlays |
Figma's marketing system is shadow-light by design — the color blocks substitute for traditional elevation. Where most SaaS sites use a shadowed white card to draw attention, Figma uses a saturated background panel. This makes the rare actual shadow (e.g., a floating template card hovering over a cream section) feel like an exception worth noticing.
### Decorative Depth
- **Color-block sections** are the primary depth device. The change from white canvas to lime / lavender / cream is the section break.
- **Sticky-note style component thumbnails** in FigJam — slightly off-axis pastel rectangles arranged like notes on a board — read as collage, not card-stack.
- **Embedded product UI mocks** (Figma Design panels, FigJam canvas snippets) appear as flat compositions on color blocks; their internal shadows are subtle and stay within the mock.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 2px | Anchor / link decoration corners |
| `{rounded.sm}` | 6px | Small chips, sub-nav tabs |
| `{rounded.md}` | 8px | Form inputs, list items, image frames |
| `{rounded.lg}` | 24px | Pricing cards, color-block sections, large image containers |
| `{rounded.xl}` | 32px | Hero feature panels, oversized callouts |
| `{rounded.pill}` | 50px | All text CTAs (primary, secondary, tab toggles) |
| `{rounded.full}` | 9999px | Circular icon buttons, comparison-table checkmark glyphs |
### Photography & Illustration Geometry
- Image frames use `{rounded.md}` (8px) — generous enough to feel friendly, conservative enough to read as editorial.
- Template thumbnails on the home grid sit in `{rounded.md}` tiles with `{spacing.md}` interior padding around the embedded preview.
- FigJam pastel sticky-note component thumbnails preserve a small `{rounded.sm}` corner that mimics actual sticky paper.
- No avatar circles appear in marketing surfaces — Figma's marketing avoids personification.
## Components
### Buttons
**`button-primary`** — The black "Get started for free" pill that appears in the top nav, every hero, and every closing CTA.
- Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.button}`, padding 10px 20px, rounded `{rounded.pill}`.
- Pressed state lives in `button-primary-pressed` (same surface; the live site relies on micro-scale rather than a darkened fill).
**`button-secondary`** — White pill with black text. Used for tertiary navigation actions ("Contact sales") and as the visual counterpart to the primary pill.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.button}`, padding 8px 18px 10px (asymmetric vertical to optically center the type), rounded `{rounded.pill}`. No border.
**`button-tertiary-text`** — Plain text link styled as a button hit target inside top nav and footer.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.link}`, rounded `{rounded.full}` (hit target only), padding `{spacing.xs}` `{spacing.sm}`.
**`button-icon-circular`** — 40px circular icon button used for carousel controls, social links, and inline actions on light surfaces.
- Background `{colors.surface-soft}`, text `{colors.ink}`, rounded `{rounded.full}`, size 40px.
**`button-icon-circular-inverse`** — Same shape, used on inverse-canvas / dark color blocks.
- Background `{colors.on-inverse-soft}` (translucent white), text `{colors.inverse-ink}`, rounded `{rounded.full}`, size 40px.
**`button-magenta-promo`** — Saturated pink pill used only inside promotional surfaces such as the lilac "Save your spot" Release Notes banner. Reserved for moments where Figma's product team wants the CTA to pop against an already-colored panel.
- Background `{colors.accent-magenta}`, text `{colors.on-primary}`, type `{typography.button}`, rounded `{rounded.pill}`, padding 10px 18px.
### Pricing Tabs
**`pricing-tab-default`** + **`pricing-tab-selected`** — The pill-toggle that switches between Starter / Professional / Organization / Enterprise on `/pricing/`.
- Default: `{colors.canvas}` background, `{colors.ink}` text, rounded `{rounded.pill}`.
- Selected: `{colors.primary}` background, `{colors.on-primary}` text — exactly the same surface as `button-primary`, which makes the selected tab feel like an active CTA, not a passive state.
### Inputs & Forms
**`text-input`** + **`text-input-focused`** — Form fields on `/contact/` and pricing seat-count steppers.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.md}`, padding 12px 14px.
- Focused state retains the same surface — focus is communicated via ring, not via fill change.
### Cards & Containers
**`pricing-card`** — Each tier on `/pricing/`.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.lg}`, padding `{spacing.lg}`. Stroked with `{colors.hairline}` rather than shadowed.
**`pricing-card-feature-row`** — Single row inside the comparison table.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body-sm}`. Row separator is `{colors.hairline-soft}`.
**`template-card`** — Thumbnail tile in the home "Explore what people are making" grid and the FigJam template gallery.
- Background `{colors.surface-soft}`, text `{colors.ink}`, type `{typography.body-sm}`, rounded `{rounded.md}`, padding `{spacing.md}`.
**`feature-illustration-tile`** — Larger composition tile that holds a product UI mock or pastel illustration.
- Background `{colors.surface-soft}`, text `{colors.ink}`, type `{typography.eyebrow}`, rounded `{rounded.md}`, padding `{spacing.lg}`.
### Color-Block Sections (signature)
The defining surface of Figma's marketing. Each is a full-content-width panel with `{rounded.lg}` corners and `{spacing.xxl}` interior padding. Variants:
**`color-block-section`** — lime ground for "systems" stories (home), pricing FAQ, and the contact form.
- Background `{colors.block-lime}`, text `{colors.ink}`, type `{typography.subhead}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`.
**`color-block-section-lilac`** — lavender ground for `/design/` hero and FigJam highlight sections.
- Background `{colors.block-lilac}`, otherwise identical structure.
**`color-block-section-navy`** — deep indigo ground for the home "Ship products" story block. The only inverse color-block surface above the footer.
- Background `{colors.block-navy}`, text `{colors.inverse-ink}`, otherwise identical structure.
(Cream, mint, pink, and coral block variants follow the same shape with their respective `{colors.block-*}` surface.)
### Promo Banner
**`promo-banner-lilac`** — The Release Notes / "Save your spot" inline banner that floats above the contact form.
- Background `{colors.block-lilac}`, text `{colors.ink}`, type `{typography.body-sm}`, rounded `{rounded.md}`, padding `{spacing.md}` `{spacing.lg}`. Carries a `button-magenta-promo` on the right edge.
### Navigation
**`top-nav`** — Sticky white bar with logo, primary nav links, sign-in link, and the right-anchored `button-secondary` ("Contact sales") + `button-primary` ("Get started for free") pair.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body-sm}`, height 56px.
- Mobile: collapses primary links into a hamburger that opens a full-canvas overlay; the two pill CTAs remain visible on the bar.
**`marquee-strip`** — Thin black ribbon directly under the nav that scrolls through customer logos in white.
- Background `{colors.inverse-canvas}`, text `{colors.inverse-ink}`, type `{typography.body-sm}`, height 36px.
### Comparison Glyphs
**`comparison-checkmark`** — Green check used in the pricing comparison matrix.
- Background `{colors.canvas}`, glyph color `{colors.semantic-success}`, rounded `{rounded.full}`, size 16px.
### Footer
**`footer`** — Dense link grid on white canvas with the wordmark "Figma" set in display weight at the top-left.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.caption}` for column headings and small links, padding `{spacing.section}` top/bottom · `{spacing.xl}` sides.
## Do's and Don'ts
### Do
- Reserve `{colors.primary}` for genuine primary CTAs and selected states (e.g., `pricing-tab-selected`). Don't use it as a decorative accent.
- When introducing a story section, choose **one** color block from the `{colors.block-*}` family and let it span full content width with `{rounded.lg}` corners and `{spacing.xxl}` interior padding.
- Keep type in `figmaSans` at variable weights — pick from 320, 330, 340, 480, 540, 700 to express hierarchy. Avoid intermediate weights outside this set.
- Use `figmaMono` only for eyebrows and captions, always uppercase, with the documented positive letter-spacing.
- Compose every CTA as a pill (`{rounded.pill}`) and every icon button as a circle (`{rounded.full}`).
- Allow the page to **return to white canvas** between every two color blocks so each block reads as deliberate.
- Pair `button-primary` and `button-secondary` whenever a section needs both a primary action and a sales / secondary action — the black-and-white pair is the brand signature.
### Don't
- Don't introduce mid-gray text. Body hierarchy comes from `figmaSans` weight, not from opacity.
- Don't add drop shadows to color-block sections — the color is the depth device.
- Don't introduce new accent colors outside the documented `{colors.block-*}` palette and `{colors.accent-magenta}`. Adding, e.g., a saturated brand orange would break the system.
- Don't combine more than one color block visible inside a single viewport — Figma's pacing always lets the white canvas separate them.
- Don't square off CTAs. Square buttons read as a different brand.
- Don't put `figmaMono` in body copy — it's a taxonomy tool, not a reading typeface.
- Don't replace the `pricing-tab-selected` black fill with a colored tab; the brand pattern is "selected = primary surface".
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| 4k | 1920px | Max content width holds at 1280px; gutters expand |
| Desktop-XL | 1440px | Default desktop layout |
| Desktop | 1400px | Comparison table column widths normalize |
| Desktop-S | 1280px | Pricing 4-up tier grid maintained |
| Tablet | 960px | Pricing collapses 4-up → 2-up; nav becomes hamburger |
| Mobile-L | 768px | Color-block sections become full-bleed (no rounded corners on edges) |
| Mobile | 560px | Display-xl reduces from 86px to ~48px; pill CTAs go full-width |
| Mobile-XS | 559px | Two-column footer collapses to single column |
### Touch Targets
- Pill buttons (`button-primary`, `button-secondary`) maintain a minimum 44px tap height across all viewports — achieved by combining `{typography.button}` 20px line-height with the documented vertical padding.
- Circular icon buttons (`button-icon-circular`) are 40px on desktop and grow to 44px on touch viewports.
- Form input minimum tap target on `/contact/` is 48px high.
### Collapsing Strategy
- **Nav**: desktop horizontal nav with two right-anchored pills collapses to a hamburger overlay below 960px. The two pills (`Contact sales`, `Get started for free`) stay visible on the bar above 560px and stack in the overlay below.
- **Pricing tier grid**: 4-up → 2-up at 960px → 1-up below 768px. The pill toggle stays horizontal and scrolls horizontally if needed below 560px.
- **Color-block sections**: above 768px the section keeps `{spacing.xxl}` of canvas around it so the rounded corners read; below 768px the corners are removed and the block bleeds to viewport edge for a poster effect.
- **Comparison table**: below 960px the matrix collapses into per-tier accordions to avoid horizontal scroll.
### Image Behavior
- Product UI mocks inside color blocks scale proportionally and never crop. Below 768px they shrink rather than reflow.
- Template thumbnails in the home grid use lazy loading and animate in on scroll.
- Sticky-note style FigJam thumbnails maintain their slight off-axis rotation across breakpoints — the rotation is a brand signal, not a desktop-only flourish.
## Iteration Guide
1. Focus on ONE component at a time and reference it by its `components:` token name (e.g., `{components.button-primary}`, `{components.color-block-section}`).
2. When introducing a new section, decide **first** which `{colors.block-*}` token it sits on; the surface choice is the most consequential decision.
3. Default body type to `{typography.body}`; reach for `{typography.subhead}` or `{typography.headline}` only inside a color block.
4. Run `npx @google/design.md lint DESIGN.md` after edits — `broken-ref`, `contrast-ratio`, and `orphaned-tokens` warnings flag issues automatically.
5. Add new variants as separate component entries (`-pressed`, `-selected`) — do not bury them in prose.
6. Keep `{colors.primary}` scarce. If two `button-primary` instances appear in the same viewport, the section is doing too much — neutralize one to `button-secondary`.
7. Treat `{colors.accent-magenta}` as a single-shot color: one promo CTA per page, never two.
## Known Gaps
- The exact pastel hex values of `{colors.block-*}` are derived from screenshot pixels; the production source likely uses named tokens that aren't exposed via CSS variables. Treat the documented hex values as faithful approximations rather than exact brand specs.
- Dark mode is not documented because the marketing site does not ship a dark theme — the closest analog is the navy color-block (`color-block-section-navy`) and the inverse-canvas footer.
- Form-field error and validation styling is not visible on `/contact/` because no error states render in the static screenshot. Inputs have hairline borders and rounded `{rounded.md}` corners; error treatment is not documented.
- The animated marquee-strip and color-block reveal animations are not documented (per the no-interaction policy).
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# Figma Inspired Design System
# Figma Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/figma/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Framer-design-analysis
description: "A confident dark-canvas builder marketing site that treats the page like a working artboard — pure black surfaces, white display type set in GT Walsheim Medium with aggressive negative tracking, and a single confident blue (#0099ff) reserved for hyperlinks and selection states. The page rhythm is broken by oversized vibrant gradient atmosphere panels — magenta, violet, orange spotlights — that act as living showcase tiles, not decoration. Every CTA is a white pill on dark; every card is a translucent or charcoal surface; every section title pulls letter-spacing tight enough to feel like a poster."
colors:
primary: "#ffffff"
on-primary: "#000000"
accent-blue: "#0099ff"
ink: "#ffffff"
ink-muted: "#999999"
canvas: "#090909"
surface-1: "#141414"
surface-2: "#1c1c1c"
hairline: "#262626"
hairline-soft: "#1a1a1a"
inverse-canvas: "#ffffff"
inverse-ink: "#000000"
gradient-magenta: "#d44df0"
gradient-violet: "#6a4cf5"
gradient-orange: "#ff7a3d"
gradient-coral: "#ff5577"
semantic-success: "#22c55e"
typography:
display-xxl:
fontFamily: GT Walsheim Framer Medium
fontSize: 110px
fontWeight: 500
lineHeight: 0.85
letterSpacing: -5.5px
display-xl:
fontFamily: GT Walsheim Medium
fontSize: 85px
fontWeight: 500
lineHeight: 0.95
letterSpacing: -4.25px
fontFeature: ss02
display-lg:
fontFamily: GT Walsheim Medium
fontSize: 62px
fontWeight: 500
lineHeight: 1.00
letterSpacing: -3.1px
fontFeature: ss02
display-md:
fontFamily: GT Walsheim Medium
fontSize: 32px
fontWeight: 500
lineHeight: 1.13
letterSpacing: -1.0px
headline:
fontFamily: Inter
fontSize: 22px
fontWeight: 700
lineHeight: 1.20
letterSpacing: -0.8px
fontFeature: cv05
subhead:
fontFamily: Inter Variable
fontSize: 24px
fontWeight: 400
lineHeight: 1.30
letterSpacing: -0.01px
fontFeature: cv11
body-lg:
fontFamily: Inter Variable
fontSize: 18px
fontWeight: 400
lineHeight: 1.30
letterSpacing: -0.18px
fontFeature: cv11
body:
fontFamily: Inter Variable
fontSize: 15px
fontWeight: 400
lineHeight: 1.30
letterSpacing: -0.15px
fontFeature: cv11
body-sm:
fontFamily: Inter Variable
fontSize: 14px
fontWeight: 500
lineHeight: 1.40
letterSpacing: -0.14px
fontFeature: cv11
caption:
fontFamily: Inter Variable
fontSize: 13px
fontWeight: 500
lineHeight: 1.20
letterSpacing: -0.13px
fontFeature: cv11
micro:
fontFamily: Inter Variable
fontSize: 12px
fontWeight: 400
lineHeight: 1.20
letterSpacing: -0.12px
fontFeature: cv11
button:
fontFamily: Inter Variable
fontSize: 14px
fontWeight: 500
lineHeight: 1.0
letterSpacing: -0.14px
fontFeature: cv11
rounded:
xs: 4px
sm: 6px
md: 10px
lg: 15px
xl: 20px
xxl: 30px
pill: 100px
full: 9999px
spacing:
hair: 1px
xxs: 4px
xs: 8px
sm: 12px
md: 15px
lg: 20px
xl: 30px
xxl: 40px
section: 96px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 10px 15px
button-primary-pressed:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
button-secondary:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 10px 15px
button-translucent:
backgroundColor: "{colors.surface-2}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.xxl}"
padding: 8px 14px
button-icon-circular:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.full}"
size: 40px
pricing-tab-default:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink-muted}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 8px 14px
pricing-tab-selected:
backgroundColor: "{colors.surface-2}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 8px 14px
text-input:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.md}"
padding: 10px 14px
text-input-focused:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.md}"
padding: 10px 14px
pricing-card:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.xl}"
padding: 24px
pricing-card-featured:
backgroundColor: "{colors.surface-2}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.xl}"
padding: 24px
template-card:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.lg}"
padding: 12px
gradient-spotlight-card:
backgroundColor: "{colors.gradient-violet}"
textColor: "{colors.ink}"
typography: "{typography.subhead}"
rounded: "{rounded.xl}"
padding: 32px
gradient-spotlight-card-magenta:
backgroundColor: "{colors.gradient-magenta}"
textColor: "{colors.ink}"
typography: "{typography.subhead}"
rounded: "{rounded.xl}"
padding: 32px
gradient-spotlight-card-orange:
backgroundColor: "{colors.gradient-orange}"
textColor: "{colors.ink}"
typography: "{typography.subhead}"
rounded: "{rounded.xl}"
padding: 32px
product-mockup-tile:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.xl}"
padding: 16px
feature-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.xs}"
comparison-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink-muted}"
typography: "{typography.body-sm}"
rounded: "{rounded.xs}"
top-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.xs}"
height: 56px
faq-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.md}"
padding: 24px
footer:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink-muted}"
typography: "{typography.caption}"
rounded: "{rounded.xs}"
padding: 64px 32px
---
## Overview
Framer's marketing canvas is a near-pure black artboard. The dominant surface is `{colors.canvas}` — almost pure black with a faint warmth — and on top of it sits oversized white display type set in **GT Walsheim Medium** with letter-spacing pulled to extreme negative values (-5.5px on the 110px display, -4.25px on the 85px hero). The page reads like a poster: one assertive statement per band, generous breathing room above and below.
The single accent is `{colors.accent-blue}` — used scarcely, mostly for hyperlinks, selection halos, and a subtle blue-tinted shadow ring on focused inputs. The brand chrome itself is monochrome: white pill buttons, charcoal cards, gray secondary text. What makes Framer distinctive is the rhythm break — every few sections the page drops in a **vibrant gradient atmosphere card**: a magenta-violet spotlight, a sunset-orange wash, a coral-pink panel. These aren't section backgrounds; they're individual cards arranged in a card grid, each one a small living poster that shows what Framer can produce.
Body type is **Inter Variable**, with Framer leaning hard into Inter's character variants (`cv01`, `cv05`, `cv09`, `cv11`, `ss03`, `ss07`, `dlig`) — the result is a body voice that feels custom-tuned, with single-storey "a", straight-leg "l", and tabular figures. There's no light mode on the marketing site; the brand IS dark.
**Key Characteristics:**
- Black-canvas marketing system: `{colors.canvas}` is the surface for hero, body, pricing, FAQ, and footer alike — no light interludes.
- Massive negative letter-spacing on display sizes (-5.5px / -4.25px / -3.1px) creates a poster-grade headline cadence.
- White pill (`{components.button-primary}`) is the only primary CTA shape across the site; secondary actions live as charcoal pills (`{components.button-secondary}`) or text links.
- Oversized **gradient spotlight cards** (violet, magenta, orange, coral) act as showcase tiles inside the dark grid; they are individual cards, not section backgrounds.
- Inter Variable with bespoke OpenType character variants (`cv01/05/09/11`, `ss03/ss07`, `dlig`) used everywhere body type appears — the typographic voice is unmistakable.
- Border radius scale runs from 4px utility chips up to 100px pills and full circles, with 1520px the default for cards and 30px for atmospheric gradient cards.
- A single chromatic accent `{colors.accent-blue}` reserved for hyperlinks, focus, and selection — never decorative.
## Colors
> Source pages: framer.com (home), /ai/, /startups/, /marketplace/templates/nudge/, /gallery/a16z-speedrun-×-tonik, /pricing.
### Brand & Accent
- **Pure White** ({colors.primary}): The brand primary surface. Every primary CTA pill, every display headline, every body line on canvas.
- **Sky Blue** ({colors.accent-blue}): The single chromatic accent. Hyperlinks, focused-input rings, and a few selection states. Never used for backgrounds or as a brand fill.
### Surface
- **Canvas** ({colors.canvas}): Default page background — near-black with a faint warmth. Footer, pricing, hero, and FAQ all sit on it.
- **Surface 1** ({colors.surface-1}): One step above canvas — pricing cards, secondary buttons, mockup tiles.
- **Surface 2** ({colors.surface-2}): Two steps above — featured pricing card, hero pill backdrop, selected pricing tab.
- **Hairline** ({colors.hairline}): 1px borders on input groups, comparison-table dividers.
- **Hairline Soft** ({colors.hairline-soft}): Subtler dividers — between FAQ rows and footer column rules.
- **Inverse Canvas** ({colors.inverse-canvas}): Pure white — used as the surface of light-on-dark pill CTAs and a small set of light-mode template thumbnails embedded in the showcase grid.
### Text
- **Ink** ({colors.ink}): All headline and emphasized body type — pure white.
- **Ink Muted** ({colors.ink-muted}): Secondary type — gray (#999999) used for meta info, footer columns, comparison-row labels, deselected pricing tabs. Hierarchy on the dark canvas is carried by ink → ink-muted contrast, not by weight changes.
### Semantic
- **Success Green** ({colors.semantic-success}): Pricing comparison-table checkmarks. Glyph fill, not surface.
### Brand Gradient (signature)
- **Gradient Magenta** ({colors.gradient-magenta}): Spotlight card variant.
- **Gradient Violet** ({colors.gradient-violet}): Spotlight card variant — most common.
- **Gradient Orange** ({colors.gradient-orange}): Spotlight card variant — sunset wash.
- **Gradient Coral** ({colors.gradient-coral}): Spotlight card variant — coral/pink.
These four sit as oversized atmospheric tiles inside otherwise monochrome card grids — a dark canvas with one or two glowing spotlight cards is a recurring page signature.
## Typography
### Font Family
- **GT Walsheim Framer Medium** / **GT Walsheim Medium** — Framer's display typeface. Geometric, slightly humanist, very confident at large sizes with extreme negative tracking. Fallbacks: `GT Walsheim Medium Placeholder` system font.
- **Inter Variable** — System body typeface. Used with extensive OpenType character variants: `cv01` (alternate "1"), `cv05` (alternate "g"), `cv09` (alternate "i" / "l"), `cv11` (alternate "0"), `ss03` / `ss07` stylistic sets, `dlig` discretionary ligatures, and `tnum` for numerics in tabular contexts. The result is a body voice that feels bespoke without commissioning a custom face.
- **Inter** — Used selectively for `{typography.headline}` (the 22px / 20px tier). The non-variable cut catches small tracking targets that the variable file rounds.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xxl}` | 110px | 500 | 0.85 | -5.5px | Largest hero headline (home, AI page) |
| `{typography.display-xl}` | 85px | 500 | 0.95 | -4.25px | Section opener headlines |
| `{typography.display-lg}` | 62px | 500 | 1.00 | -3.1px | Sub-section openers |
| `{typography.display-md}` | 32px | 500 | 1.13 | -1.0px | Card titles, smaller display |
| `{typography.headline}` | 22px | 700 | 1.20 | -0.8px | Pricing tier headlines, FAQ category titles |
| `{typography.subhead}` | 24px | 400 | 1.30 | -0.01px | Lead body next to display headlines |
| `{typography.body-lg}` | 18px | 400 | 1.30 | -0.18px | Hero subhead, lead paragraphs |
| `{typography.body}` | 15px | 400 | 1.30 | -0.15px | Default body, card descriptions |
| `{typography.body-sm}` | 14px | 500 | 1.40 | -0.14px | Pricing comparison rows, dense data |
| `{typography.caption}` | 13px | 500 | 1.20 | -0.13px | Eyebrows, footer columns, meta |
| `{typography.micro}` | 12px | 400 | 1.20 | -0.12px | Disclaimer, footnote |
| `{typography.button}` | 14px | 500 | 1.0 | -0.14px | Pill buttons |
### Principles
- **Letter-spacing scales with size, hard.** Display-xxl pulls -5.5px (5% of size); body sticks to about -1% (-0.15px on 15px). The result: posters at the top, comfortable reading at body.
- **OpenType character variants are the brand voice.** Switching off `cv11`, `ss03`, etc. visibly changes the body voice — the brand depends on them.
- **Weight stays in a narrow band.** Display sits at 500, body at 400, body-sm/caption at 500. Hierarchy is carried by size + tracking, not by 700/900 ramps.
- **Tight line-heights everywhere.** Even body runs at 1.30 — Framer's editorial tone is denser than typical SaaS marketing.
### Note on Font Substitutes
If implementing without GT Walsheim Medium, suitable open-source substitutes include **Mona Sans**, **Geist**, or **Inter** at weight 600700 with manually tightened tracking. Mona Sans's hairline weights at 100300 are particularly close to Framer's cleaner section openers. Inter Variable is open-source — keep it as-is and preserve the documented OpenType variants.
## Layout
### Spacing System
- **Base unit**: 5px (Framer uses non-standard 5/10/15/20/30 increments rather than the more common 4/8/16/24).
- **Tokens (front matter)**: `{spacing.hair}` 1px · `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 15px · `{spacing.lg}` 20px · `{spacing.xl}` 30px · `{spacing.xxl}` 40px · `{spacing.section}` 96px.
- Card interior padding: `{spacing.lg}` 20px on pricing cards; `{spacing.xl}` 30px on gradient spotlight cards.
- Pill button padding: 10px vertical · 15px horizontal — `{components.button-primary}`.
- Section padding (vertical): roughly `{spacing.section}` 96px on home; tighter (~64px) on pricing comparison.
### Grid & Container
- Max content width sits around the 1199px breakpoint, with side gutters that scale toward `{spacing.xl}` on desktop.
- Card grids on the home gallery use 2-up at desktop, collapsing to 1-up below 810px.
- Pricing tier grid is 4-up across the documented breakpoints; comparison table beneath it uses fixed-width left column with horizontally scrolling tier columns at narrow widths.
### Whitespace Philosophy
The dark canvas IS the whitespace. Where lighter brands lean on white air to separate sections, Framer leans on long stretches of black with a single oversized statement floating in the middle. Sections separate by mode change: a band of charcoal cards, then a band of black with a gradient spotlight, then back to charcoal — like cuts in a dark film.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 (flat) | No shadow, no border | Default for canvas-mounted display type, FAQ rows, footer |
| 1 (charcoal) | `{colors.surface-1}` lift on canvas | Pricing cards, mockup tiles, secondary buttons |
| 2 (light-edge) | `rgba(255,255,255,0.10)` 0.5px top edge + `rgba(0,0,0,0.25)` 0px 10px 30px drop | Floating product cards, modal cards |
| 3 (selected) | `rgba(0,153,255,0.15)` 0px 0px 0px 1px ring | Focused inputs, selected option |
Four shadow signatures recur across the homepage: a 1px subtle drop, a translucent blue ring, a thick near-black 2px outline (used as the active-element marker on sub-nav), and the layered light-edge + drop-shadow used for floating cards.
### Decorative Depth
- **Gradient spotlight cards** are the dominant depth device — color saturation against black canvas substitutes for shadow-driven elevation.
- **Layered product mockups** (browser frames containing live Framer-built sites) sit inside `{colors.surface-1}` cards with the level-2 light-edge treatment.
- **Subtle blue ring (focus / selected)** is the only chromatic depth signal — used to mark the active state of input groups and pricing tier toggles without changing the underlying surface.
## Shapes
### Border Radius Scale
Framer's extracted radius set is unusually granular (1px, 4px, 5px, 6px, 8px, 10px, 12px, 15px, 20px, 30px, 40px, 100px). The named scale below picks the levels the marketing surface actually consumes.
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 4px | Small chip / utility radius |
| `{rounded.sm}` | 6px | Inline tag, badge |
| `{rounded.md}` | 10px | Form input, list item |
| `{rounded.lg}` | 15px | Template card thumbnails |
| `{rounded.xl}` | 20px | Pricing cards, mockup tiles |
| `{rounded.xxl}` | 30px | Gradient spotlight cards, oversized panels |
| `{rounded.pill}` | 100px | All primary text CTAs |
| `{rounded.full}` | 9999px | Circular icon buttons, avatar circles |
### Photography & Illustration Geometry
- Embedded site mockups (browser-chromed previews of Framer-built sites) sit in `{rounded.xl}` 20px tiles with `{spacing.md}` 15px interior padding.
- Gradient spotlight cards use `{rounded.xxl}` 30px corners — softer than the 20px content cards by design, to make them feel like atmospheric panels rather than tighter UI.
- Icon glyphs and sub-nav glyphs render in `{rounded.full}` circles at 3240px sizes.
## Components
### Buttons
**`button-primary`** — White pill on dark canvas. The primary CTA across home, pricing, AI, and gallery pages.
- Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.button}`, padding 10px 15px, rounded `{rounded.pill}`.
- Pressed state lives in `button-primary-pressed` (the live site uses a transform-scale shrink rather than a darkened fill).
**`button-secondary`** — Charcoal pill. Used for secondary navigation actions ("Sign in", "Talk to sales") and as the visual counterpart to the primary pill.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.button}`, padding 10px 15px, rounded `{rounded.pill}`.
**`button-translucent`** — Translucent / lifted secondary used on top of busy backgrounds (gallery hero, gradient cards).
- Background `{colors.surface-2}`, text `{colors.ink}`, type `{typography.button}`, rounded `{rounded.xxl}`, padding 8px 14px.
**`button-icon-circular`** — 40px circle for inline icon actions (carousel arrows, social links).
- Background `{colors.surface-1}`, text `{colors.ink}`, rounded `{rounded.full}`, size 40px.
### Pricing Tabs
**`pricing-tab-default`** + **`pricing-tab-selected`** — The pill-toggle that switches between Basic / Pro / Business / Enterprise on `/pricing`.
- Default: `{colors.canvas}` background, `{colors.ink-muted}` text, rounded `{rounded.pill}`.
- Selected: `{colors.surface-2}` background, `{colors.ink}` text — selected = lift, not color. Surface depth communicates "active" without needing a chromatic fill.
### Inputs & Forms
**`text-input`** + **`text-input-focused`** — Form fields on `/pricing` (seat-count, currency switcher) and the in-product preview surfaces.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.md}`, padding 10px 14px.
- Focused state retains the same surface; the focus ring is the level-3 blue-tinted shadow `rgba(0,153,255,0.15)` 0 0 0 1px.
### Cards & Containers
**`pricing-card`** — Each tier on `/pricing`.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.xl}`, padding 24px.
**`pricing-card-featured`** — The Pro tier (visually emphasized).
- Background `{colors.surface-2}`, otherwise identical structure. The lift is one surface step up — no chromatic outline.
**`template-card`** — Thumbnail tile in the home "Built with Framer" gallery and `/marketplace`.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body-sm}`, rounded `{rounded.lg}`, padding 12px.
**`product-mockup-tile`** — Larger tile that frames a live product UI mock (Framer canvas, Workshop video, AI translate panel).
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body-sm}`, rounded `{rounded.xl}`, padding 16px.
### Gradient Spotlight Cards (signature)
The defining decorative surface of Framer's marketing — oversized atmospheric tiles dropped into otherwise monochrome card grids. Variants:
**`gradient-spotlight-card`** — violet ground (most common).
- Background `{colors.gradient-violet}`, text `{colors.ink}`, type `{typography.subhead}`, rounded `{rounded.xl}`, padding 32px. (The on-site card often pushes to `{rounded.xxl}` 30px when it spans a wider tile.)
**`gradient-spotlight-card-magenta`** — magenta-pink ground.
- Background `{colors.gradient-magenta}`, otherwise identical.
**`gradient-spotlight-card-orange`** — sunset-orange wash.
- Background `{colors.gradient-orange}`, otherwise identical.
(Coral pink follows the same shape with `{colors.gradient-coral}`.)
### Comparison & FAQ
**`feature-row`** + **`comparison-row`** — Single rows inside the pricing comparison table.
- `feature-row`: `{colors.canvas}` background, `{colors.ink}` text. Header rows.
- `comparison-row`: `{colors.canvas}` background, `{colors.ink-muted}` text. Data rows with `{typography.body-sm}` and 1px `{colors.hairline-soft}` underlines.
**`faq-row`** — Each accordion line in the pricing-page FAQ.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.md}`, padding 24px.
### Navigation
**`top-nav`** — Sticky bar on `{colors.canvas}` with the Framer wordmark left, primary nav links centered, and a `button-secondary` ("Sign in") + `button-primary` ("Get started for free") pair right.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body-sm}`, height 56px.
- Mobile: collapses primary links into a hamburger; the two pill CTAs collapse into a single primary pill on the bar.
### Footer
**`footer`** — Dense link grid on `{colors.canvas}` with the Framer wordmark left and 56 columns of caption-sized links.
- Background `{colors.canvas}`, text `{colors.ink-muted}`, type `{typography.caption}`, padding 64px 32px.
## Do's and Don'ts
### Do
- Reserve `{colors.primary}` (white) and `{colors.canvas}` (near-black) as the system's two anchor surfaces. Every band of the page chooses one or the other.
- Push display-size letter-spacing aggressively negative — `{typography.display-xxl}` at -5.5px is the brand signature, not a stylistic accident.
- Use `{colors.accent-blue}` only for hyperlinks, focus rings, and selected indicators. Never as a background or button fill.
- Drop one or two `gradient-spotlight-card` variants into a card grid; they are the brand's atmosphere device. Don't overdo it — three or more in the same viewport reads as a moodboard, not a system.
- Compose every CTA as a pill (`{rounded.pill}`); secondary actions live as charcoal pills, never as bordered ghost buttons.
- Keep body type Inter Variable with character variants `cv01`, `cv05`, `cv09`, `cv11`, `ss03`, `ss07` enabled — the brand voice depends on them.
- Use surface lift (canvas → surface-1 → surface-2) to mark hierarchy on dark, not opacity changes on white type.
### Don't
- Don't ship a light-mode marketing page. Framer's identity is dark.
- Don't introduce mid-tone gray text outside `{colors.ink-muted}`. The hierarchy is binary: `ink` or `ink-muted`.
- Don't use `{colors.accent-blue}` as a brand fill (e.g., a blue CTA pill). The blue is a signal color, not a surface.
- Don't square off CTAs. Pill (`{rounded.pill}`) or full circle is the brand vocabulary.
- Don't reduce the negative letter-spacing on display sizes "for accessibility". The compression is intrinsic to the brand voice; reduce the SIZE if needed, but keep the percentage.
- Don't apply gradient backgrounds to whole sections. Gradients are CARDS, not section grounds.
- Don't combine more than one chromatic accent. The palette is monochrome plus one blue plus the gradient family — not "blue, green, and red".
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Desktop | 1199px | Default desktop layout |
| Tablet | 810px | Card grids collapse 4-up → 2-up; nav becomes hamburger |
| Mobile-Lg | 809px | Pricing comparison table becomes per-tier accordion |
| Mobile-XS | 98px | Smallest documented breakpoint — single-column everything |
### Touch Targets
- Pill buttons (`button-primary`, `button-secondary`) maintain a minimum 44px tap height across all viewports — combine `{typography.button}` 14px line-height with the documented 10px vertical padding.
- Circular icon buttons (`button-icon-circular`) are 40px on desktop and grow to 44px on touch viewports.
- Pricing-tab pills hold ≥40px tap height; below 810px they may collapse into a horizontal-scroll row instead of stacking.
### Collapsing Strategy
- **Nav**: horizontal nav with a centered link group + right-anchored pill pair collapses to a hamburger overlay below 810px. The `button-primary` stays visible on the bar.
- **Card grids**: the gallery and template-card grids go 2-up on desktop → 1-up on mobile. Gradient spotlight cards retain `{rounded.xxl}` corners at every viewport — they don't bleed.
- **Pricing comparison table**: collapses into per-tier accordions below 810px to avoid horizontal scroll.
- **Display type**: `{typography.display-xxl}` 110px scales down toward `{typography.display-lg}` 62px on tablet and `{typography.display-md}` 32px on mobile, preserving the percentage-negative letter-spacing.
### Image Behavior
- Embedded product mockups (browser frames containing live Framer-built sites) maintain their aspect ratio and never crop.
- Gradient spotlight cards keep their gradient orientations across breakpoints — the gradient direction is part of the brand spec.
## Iteration Guide
1. Focus on ONE component at a time and reference it by its `components:` token name (e.g., `{components.button-primary}`, `{components.gradient-spotlight-card}`).
2. When introducing a new section on the dark canvas, decide first which surface lift it lives on — `{colors.canvas}` for hero/FAQ, `{colors.surface-1}` for cards, `{colors.surface-2}` for featured cards. The depth choice is the most consequential decision.
3. Default body to `{typography.body}` with all the documented OpenType variants; reach for `{typography.subhead}` only inside spotlight cards.
4. Run `npx @google/design.md lint DESIGN.md` after edits — `broken-ref`, `contrast-ratio`, and `orphaned-tokens` warnings flag issues automatically.
5. Add new variants as separate component entries (`-pressed`, `-featured`, `-selected`) — do not bury them in prose.
6. Treat `{colors.accent-blue}` as a single-shot signal color: hyperlinks, focus, and selection — that's it. If you find yourself reaching for a second blue, the brand is drifting.
7. Gradient spotlight cards are scarce by design. One or two per long page is the spec; three is a moodboard.
## Known Gaps
- The exact gradient stops for the spotlight cards are derived from screenshot pixels rather than from CSS variables — the production gradients are likely defined as `linear-gradient` strings on individual elements rather than as design tokens. Treat the documented `{colors.gradient-*}` hex values as base anchors, not as exact gradient specs.
- Form-field validation / error styling is not visible on the inspected pages because no error states render in the static screenshots.
- Dark mode is the only mode — no light-mode adaptation is documented because the marketing site does not ship one.
- The marketplace template detail page returned sparser CSS variable data than the other pages; surface tokens for that page were inferred from the matching home / gallery treatment rather than extracted directly.
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# Framer Inspired Design System
# Framer Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/framer/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: HashiCorp-design-analysis
description: "An enterprise-infrastructure marketing canvas built around a near-black ground (#000000) and a system of per-product accent colors — Terraform purple, Vault yellow, Consul pink, Waypoint cyan, Vagrant blue — that act as identity tokens rather than decorative palette. Display type is hashicorpSans set in 600/700 with tight 1.171.21 line-heights; body type runs the same family at 500 weight with relaxed 1.501.71 line-heights. Cards live as charcoal surfaces with 1px translucent gray borders; product showcase cards lift into per-product chromatic gradients. The system reads as confident, technical, and intentionally multi-product — every section quietly signals which HashiCorp tool it represents."
colors:
primary: "#000000"
on-primary: "#ffffff"
accent-blue: "#2b89ff"
ink: "#ffffff"
ink-muted: "#b2b6bd"
ink-subtle: "#656a76"
canvas: "#000000"
surface-1: "#15181e"
surface-2: "#1f232b"
surface-3: "#3b3d45"
hairline: "#3b3d45"
hairline-soft: "#252830"
inverse-canvas: "#ffffff"
inverse-ink: "#000000"
product-terraform: "#7b42bc"
product-terraform-bright: "#911ced"
product-vault: "#ffcf25"
product-consul: "#e62b1e"
product-waypoint: "#14c6cb"
product-waypoint-deep: "#12b6bb"
product-vagrant: "#1868f2"
product-nomad: "#00ca8e"
product-boundary: "#f24c53"
amber-100: "#fbeabf"
amber-200: "#bb5a00"
blue-7: "#101a59"
semantic-success: "#00ca8e"
semantic-warning: "#ffcf25"
semantic-error: "#e62b1e"
semantic-visited: "#a737ff"
typography:
display-xl:
fontFamily: hashicorpSans
fontSize: 80px
fontWeight: 700
lineHeight: 1.17
letterSpacing: -2.5px
display-lg:
fontFamily: hashicorpSans
fontSize: 56px
fontWeight: 700
lineHeight: 1.18
letterSpacing: -1.6px
display-md:
fontFamily: hashicorpSans
fontSize: 40px
fontWeight: 600
lineHeight: 1.19
letterSpacing: -1.0px
headline:
fontFamily: hashicorpSans
fontSize: 28px
fontWeight: 600
lineHeight: 1.21
letterSpacing: -0.6px
card-title:
fontFamily: hashicorpSans
fontSize: 22px
fontWeight: 600
lineHeight: 1.18
letterSpacing: -0.4px
subhead:
fontFamily: hashicorpSans
fontSize: 20px
fontWeight: 600
lineHeight: 1.35
letterSpacing: -0.2px
body-lg:
fontFamily: hashicorpSans
fontSize: 18px
fontWeight: 500
lineHeight: 1.69
letterSpacing: 0
body:
fontFamily: hashicorpSans
fontSize: 16px
fontWeight: 500
lineHeight: 1.50
letterSpacing: 0
body-sm:
fontFamily: hashicorpSans
fontSize: 14px
fontWeight: 500
lineHeight: 1.71
letterSpacing: 0
caption:
fontFamily: hashicorpSans
fontSize: 13px
fontWeight: 500
lineHeight: 1.38
letterSpacing: 0.2px
button:
fontFamily: hashicorpSans
fontSize: 14px
fontWeight: 600
lineHeight: 1.29
letterSpacing: 0
eyebrow:
fontFamily: hashicorpSans
fontSize: 12px
fontWeight: 600
lineHeight: 1.23
letterSpacing: 0.6px
rounded:
xs: 4px
sm: 6px
md: 8px
lg: 12px
xl: 16px
xxl: 24px
pill: 9999px
full: 9999px
spacing:
hair: 1px
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 24px
xl: 32px
xxl: 48px
section: 96px
components:
button-primary:
backgroundColor: "{colors.inverse-canvas}"
textColor: "{colors.inverse-ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 10px 18px
button-primary-pressed:
backgroundColor: "{colors.inverse-canvas}"
textColor: "{colors.inverse-ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
button-secondary:
backgroundColor: "{colors.surface-2}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 10px 18px
button-tertiary:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 10px 18px
button-product-terraform:
backgroundColor: "{colors.product-terraform}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 10px 18px
button-product-vault:
backgroundColor: "{colors.product-vault}"
textColor: "{colors.inverse-ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 10px 18px
button-product-waypoint:
backgroundColor: "{colors.product-waypoint}"
textColor: "{colors.inverse-ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 10px 18px
product-card:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.lg}"
padding: 24px
product-card-terraform:
backgroundColor: "{colors.product-terraform}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.lg}"
padding: 24px
product-card-vault:
backgroundColor: "{colors.product-vault}"
textColor: "{colors.inverse-ink}"
typography: "{typography.body}"
rounded: "{rounded.lg}"
padding: 24px
product-card-waypoint:
backgroundColor: "{colors.product-waypoint}"
textColor: "{colors.inverse-ink}"
typography: "{typography.body}"
rounded: "{rounded.lg}"
padding: 24px
feature-card:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.lg}"
padding: 24px
pricing-card:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.lg}"
padding: 32px
pricing-card-featured:
backgroundColor: "{colors.surface-2}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.lg}"
padding: 32px
resource-card:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.lg}"
padding: 16px
text-input:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.md}"
padding: 10px 14px
text-input-focused:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.md}"
padding: 10px 14px
product-pill:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink-muted}"
typography: "{typography.caption}"
rounded: "{rounded.pill}"
padding: 4px 10px
top-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.xs}"
height: 64px
comparison-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink-muted}"
typography: "{typography.body-sm}"
rounded: "{rounded.xs}"
cta-banner:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.subhead}"
rounded: "{rounded.xxl}"
padding: 48px
footer:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink-muted}"
typography: "{typography.caption}"
rounded: "{rounded.xs}"
padding: 64px 32px
---
## Overview
HashiCorp's marketing canvas is a near-black ground that serves a multi-product portfolio without ever feeling generic. The dominant surface is `{colors.canvas}` (pure black) layered with `{colors.surface-1}` charcoal cards and 1px translucent gray hairlines. The chrome is monochrome — white pill-rounded buttons (`{components.button-primary}`), white type, gray secondary type — but the system is held together by a **palette of per-product accent colors** that signal which HashiCorp tool a given section belongs to: Terraform purple, Vault yellow, Consul red, Waypoint cyan, Vagrant blue, Nomad green, Boundary coral.
Display type is **hashicorpSans** at weights 600/700 with tight line-heights (1.171.21); body type is the same family at 500 weight with deliberately relaxed line-heights (1.501.71) — the contrast feels editorial, not enterprise-templated. CTAs use small `{rounded.md}` 8px corners rather than pills, which keeps the system reading as developer-facing rather than consumer-y.
The signature device is the **product-card** family — each HashiCorp product gets its own colored card variant on the home and infrastructure pages, lifting Terraform into a violet ground, Vault into yellow, Waypoint into cyan. These aren't decorative gradients — they're identity surfaces. A reader scrolling the page can tell which product a section is about from the corner of their eye.
**Key Characteristics:**
- Black-canvas marketing system: `{colors.canvas}` is the surface for hero, body, pricing, comparison tables, and footer alike.
- **Per-product color identity**: Terraform `{colors.product-terraform}`, Vault `{colors.product-vault}`, Waypoint `{colors.product-waypoint}`, Vagrant `{colors.product-vagrant}`, Consul `{colors.product-consul}`, Nomad `{colors.product-nomad}`, Boundary `{colors.product-boundary}` — each with its own button + card variant.
- Display headlines run hashicorpSans 600/700 with line-height 1.171.21 (tight); body runs the same family at 500 with 1.501.71 (relaxed) — the proportional gap is the brand's voice.
- CTA shape is `{rounded.md}` 8px — not a pill — keeping the system reading as developer-tool rather than consumer-app.
- Charcoal surface lift (canvas → surface-1 → surface-2) instead of shadow-driven elevation.
- 1px translucent gray hairlines (`rgba(178,182,189,0.1)`) define cards and dividers — the borders are felt more than seen.
- Eyebrow typography (1213px, 600 weight, 0.6px positive tracking, uppercase) marks every section as a category label.
## Colors
> Source pages: hashicorp.com/en (home), /en/infrastructure-cloud, /en/products/terraform, /en/pricing, /en/resources?contentType=PDF.
### Brand & Accent
- **Black** ({colors.primary}): The system primary surface. Canvas, footer, comparison tables, hero — all black.
- **White** ({colors.on-primary}): Inverse text on black; canvas of `button-primary`.
- **Accent Blue** ({colors.accent-blue}): Hyperlinks across the marketing surface.
- **Visited Purple** ({colors.semantic-visited}): Visited-link state.
### Surface
- **Canvas** ({colors.canvas}): Default page background.
- **Surface 1** ({colors.surface-1}): Charcoal one step above canvas — feature cards, pricing cards, resource tiles.
- **Surface 2** ({colors.surface-2}): Two steps above — featured pricing card, secondary buttons, hovered product chrome.
- **Surface 3** ({colors.surface-3}): Three steps above — small chips, badges, sub-nav backgrounds.
- **Hairline** ({colors.hairline}): 1px borders on cards and dividers.
- **Hairline Soft** ({colors.hairline-soft}): Subtler dividers — comparison-table rows.
- **Inverse Canvas** ({colors.inverse-canvas}): Pure white — used as the surface of `button-primary` only.
### Text
- **Ink** ({colors.ink}): All headline and emphasized body type — pure white.
- **Ink Muted** ({colors.ink-muted}): Secondary type at #b2b6bd — meta info, footer columns.
- **Ink Subtle** ({colors.ink-subtle}): Tertiary type at #656a76 — form helper text, timestamps, footnotes.
### Per-Product Identity (signature)
HashiCorp's marketing isn't held together by a single accent color — it's held together by a system of product-specific accents, each used to mark which tool a section represents.
- **Terraform Purple** ({colors.product-terraform}): Terraform sections, terraform CTAs, the violet 3D cube on the home hero.
- **Terraform Bright** ({colors.product-terraform-bright}): Saturated highlight — link emphasis on Terraform pages.
- **Vault Yellow** ({colors.product-vault}): Vault sections and CTAs.
- **Consul Red** ({colors.product-consul}): Consul sections.
- **Waypoint Cyan** ({colors.product-waypoint}): Waypoint sections, deep variant `{colors.product-waypoint-deep}` for hover/active.
- **Vagrant Blue** ({colors.product-vagrant}): Vagrant sections.
- **Nomad Green** ({colors.product-nomad}): Nomad sections.
- **Boundary Coral** ({colors.product-boundary}): Boundary sections.
### Semantic
- **Success** ({colors.semantic-success}): Positive states (also reused as Nomad green).
- **Warning** ({colors.semantic-warning}): Warning states (also Vault yellow).
- **Error** ({colors.semantic-error}): Error states (also Consul red).
- **Amber 100** ({colors.amber-100}): Soft warm highlight — extracted but used sparingly.
- **Amber 200** ({colors.amber-200}): Saturated amber for caution badges.
- **Blue 7** ({colors.blue-7}): Deep navy used in unified-core gradients.
## Typography
### Font Family
- **hashicorpSans** — HashiCorp's proprietary marketing typeface. Geometric, clean, slightly humanist. Fallback stack `__hashicorpSans_Fallback_96f0ca` (system font), then `-apple-system, BlinkMacSystemFont, Segoe UI, helvetica, arial`.
The same family carries display, body, button, and caption — no separate display + body pairing. Hierarchy is carried by weight (500 body / 600 emphasis / 700 display) and by a deliberate line-height contrast (tight on display, relaxed on body).
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 80px | 700 | 1.17 | -2.5px | Largest hero headline |
| `{typography.display-lg}` | 56px | 700 | 1.18 | -1.6px | Section opener headlines |
| `{typography.display-md}` | 40px | 600 | 1.19 | -1.0px | Sub-section headlines |
| `{typography.headline}` | 28px | 600 | 1.21 | -0.6px | Pricing tier titles, CTA banner heading |
| `{typography.card-title}` | 22px | 600 | 1.18 | -0.4px | Feature card title |
| `{typography.subhead}` | 20px | 600 | 1.35 | -0.2px | Long-form intro paragraphs |
| `{typography.body-lg}` | 18px | 500 | 1.69 | 0 | Hero subhead, lead body |
| `{typography.body}` | 16px | 500 | 1.50 | 0 | Default body |
| `{typography.body-sm}` | 14px | 500 | 1.71 | 0 | Card body, footer columns |
| `{typography.caption}` | 13px | 500 | 1.38 | 0.2px | Meta, comparison cell labels |
| `{typography.button}` | 14px | 600 | 1.29 | 0 | Pill / square CTA buttons |
| `{typography.eyebrow}` | 12px | 600 | 1.23 | 0.6px | Uppercase section eyebrows |
### Principles
- **Tight on display, relaxed on body.** Display sits at line-height 1.171.21; body lifts to 1.501.71. The size + line-height contrast carries hierarchy.
- **Weight hierarchy is small.** 500 body / 600 emphasis / 700 display. No light / black extremes — the brand reads as engineered.
- **Eyebrow positive-tracked uppercase 12px is the section header.** Every meaningful section has one above the headline.
- **No mono.** Despite being a developer-tools brand, the marketing surface uses no monospace face — code voice is reserved for in-product surfaces.
### Note on Font Substitutes
If implementing without hashicorpSans, suitable open-source substitutes include **Inter** (closest geometric character set), **Geist Sans**, or **IBM Plex Sans**. Inter at weights 500 / 600 / 700 closely approximates hashicorpSans's proportions; expect to manually adjust line-heights down by ~0.02 to match.
## Layout
### Spacing System
- **Base unit**: 8px (the primary increments are 4 / 8 / 12 / 16 / 24 / 32 / 48).
- **Tokens (front matter)**: `{spacing.hair}` 1px · `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 16px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 96px.
- Card interior padding: `{spacing.lg}` 24px on product cards; `{spacing.xl}` 32px on pricing cards; `{spacing.xxl}` 48px on CTA banners.
- Button padding: 10px vertical · 18px horizontal on `{components.button-primary}`.
- Universal rhythm constant: `{spacing.section}` (96px) vertical gap between major sections.
### Grid & Container
- Max content width sits around 1280px with side gutters scaling from `{spacing.xxl}` on desktop down to `{spacing.lg}` on mobile.
- Product card grids are 3-up on desktop, 2-up at tablet, 1-up on mobile.
- Pricing tier grid is 3-up across desktop; comparison table beneath uses fixed-width left column.
- Resource directory (PDF library) uses 4-up dense thumbnail grid.
### Whitespace Philosophy
The dark canvas IS the whitespace. Sections separate by surface lift (canvas → surface-1) rather than by gaps in white. Within a section, generous `{spacing.xl}` 32px gaps separate cards; `{spacing.lg}` 24px separates rows.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 (flat) | No shadow, no border | Canvas-mounted display type, hero, footer |
| 1 (charcoal lift) | `{colors.surface-1}` background + 1px `rgba(178,182,189,0.1)` border | Default cards, resource tiles, pricing cards |
| 2 (surface-2 lift) | `{colors.surface-2}` background + 1px `{colors.hairline}` border | Featured pricing card, hovered cards, sub-nav |
| 3 (product chromatic) | Per-product accent color background — Terraform purple, Vault yellow, Waypoint cyan | Product showcase cards |
The product chromatic level isn't a "modal lift" — it's an identity device. A Terraform card sits at the same z-plane as a feature-card; the difference is meaning, not depth.
### Decorative Depth
- **3D product visuals** — isometric purple cubes (Terraform), translucent yellow safes (Vault), and similar product-tinted illustrations sit in the right column of hero sections.
- **1px translucent gray hairlines** are the dominant edge — borders are visible without competing.
- **No drop shadows on dark.** Cards lift via surface change, never shadow.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 4px | Small chips / badges |
| `{rounded.sm}` | 6px | Inline tag |
| `{rounded.md}` | 8px | All CTA buttons, form inputs, list items |
| `{rounded.lg}` | 12px | Feature cards, product cards, pricing cards |
| `{rounded.xl}` | 16px | Large illustrative tiles |
| `{rounded.xxl}` | 24px | CTA banner panels |
| `{rounded.pill}` | 9999px | Eyebrow-style product pills (small chips) |
| `{rounded.full}` | 9999px | Avatar circles (rare on marketing) |
### Photography & Illustration Geometry
- Product 3D illustrations use full-bleed within their container — no rounded inner mask.
- Logo chips in the customer marquee sit on `{rounded.sm}` 6px tiles with 1px hairline.
- Resource thumbnails use `{rounded.lg}` 12px corners.
## Components
### Buttons
**`button-primary`** — White rounded-rect CTA. Used as primary CTA on all pages.
- Background `{colors.inverse-canvas}`, text `{colors.inverse-ink}`, type `{typography.button}`, padding 10px 18px, rounded `{rounded.md}`.
- Pressed state lives in `button-primary-pressed`.
**`button-secondary`** — Charcoal rounded-rect. Secondary CTA, "Read docs" / "Talk to sales".
- Background `{colors.surface-2}`, text `{colors.ink}`, type `{typography.button}`, rounded `{rounded.md}`, padding 10px 18px.
**`button-tertiary`** — Bare ghost button on canvas with text-only treatment.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.button}`, rounded `{rounded.md}`, padding 10px 18px.
**`button-product-terraform`** — Terraform-tinted CTA on Terraform pages.
- Background `{colors.product-terraform}`, text `{colors.ink}`, type `{typography.button}`, rounded `{rounded.md}`, padding 10px 18px.
**`button-product-vault`** — Vault-yellow CTA.
- Background `{colors.product-vault}`, text `{colors.inverse-ink}` (yellow needs dark text), type `{typography.button}`, rounded `{rounded.md}`, padding 10px 18px.
**`button-product-waypoint`** — Waypoint-cyan CTA.
- Background `{colors.product-waypoint}`, text `{colors.inverse-ink}`, type `{typography.button}`, rounded `{rounded.md}`, padding 10px 18px.
(Vagrant blue, Nomad green, Consul red, Boundary coral follow the same pattern with their respective `{colors.product-*}` token.)
### Cards & Containers
**`product-card`** — Default product showcase card — surface-1 charcoal.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.lg}`, padding 24px.
**`product-card-terraform`** — Product card with Terraform purple ground (used as identity surface, not modal elevation).
- Background `{colors.product-terraform}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.lg}`, padding 24px.
**`product-card-vault`** — Vault-yellow ground.
- Background `{colors.product-vault}`, text `{colors.inverse-ink}`, otherwise identical structure.
**`product-card-waypoint`** — Waypoint-cyan ground.
- Background `{colors.product-waypoint}`, text `{colors.inverse-ink}`, otherwise identical structure.
(Other product variants follow the same shape with their respective product token.)
**`feature-card`** — Generic feature highlight on surface-1.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.lg}`, padding 24px.
**`pricing-card`** — Pricing tier on `/en/pricing`.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.lg}`, padding 32px.
**`pricing-card-featured`** — Recommended tier (visually emphasized via surface lift).
- Background `{colors.surface-2}`, otherwise identical structure.
**`resource-card`** — PDF / whitepaper / guide tile in the resources directory.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body-sm}`, rounded `{rounded.lg}`, padding 16px.
### Inputs & Forms
**`text-input`** + **`text-input-focused`** — Form fields on pricing seat-count and contact forms.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.md}`, padding 10px 14px.
- Focused state retains the same surface; the focus ring is a 1px `{colors.accent-blue}` outline.
### Pills & Chips
**`product-pill`** — Small product-name chip used above hero headlines and on resource cards to label which product a piece of content belongs to.
- Background `{colors.surface-1}`, text `{colors.ink-muted}`, type `{typography.caption}`, rounded `{rounded.pill}`, padding 4px 10px.
### Comparison Table
**`comparison-row`** — Single row inside the pricing comparison table.
- Background `{colors.canvas}`, text `{colors.ink-muted}`, type `{typography.body-sm}`. Row separator is `{colors.hairline-soft}`.
### CTA Banner
**`cta-banner`** — Large rounded panel used at the bottom of long-form pages with a closing CTA.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.subhead}`, rounded `{rounded.xxl}`, padding 48px.
### Navigation
**`top-nav`** — Sticky black bar with HashiCorp logomark left, primary nav links centered, and a `button-primary` ("Sign up") + `button-secondary` ("Sign in") pair right.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body-sm}`, height 64px.
- Mobile: collapses primary links into a hamburger; the primary CTA remains visible.
### Footer
**`footer`** — Dense link grid on `{colors.canvas}` with the wordmark at left and 56 columns of caption-sized links.
- Background `{colors.canvas}`, text `{colors.ink-muted}`, type `{typography.caption}`, padding 64px 32px.
## Do's and Don'ts
### Do
- Reserve `{colors.canvas}` (black) and `{colors.surface-1}` (charcoal) as the system's two anchor surfaces. Every band of the page is one or the other.
- When introducing a section about a specific HashiCorp product, use that product's `{colors.product-*}` token consistently — for the section pill, the CTA button, and (where appropriate) the showcase card background.
- Use `{rounded.md}` 8px on CTA buttons; HashiCorp's brand reads as engineered, not consumer.
- Pair tight display line-heights (1.171.21) with relaxed body line-heights (1.501.71). The contrast IS the brand voice.
- Use the eyebrow typography (`{typography.eyebrow}`, uppercase, 0.6px tracking) above every meaningful section.
- Use surface lift (canvas → surface-1 → surface-2) to express hierarchy on dark.
- Reserve product-chromatic cards for product identity; keep generic feature cards on `{colors.surface-1}`.
### Don't
- Don't ship a light-mode marketing page. HashiCorp's marketing brand IS dark.
- Don't introduce mid-tone gray text outside the documented `ink` / `ink-muted` / `ink-subtle` set.
- Don't square off CTA corners — use `{rounded.md}` 8px, not 0px.
- Don't use a product accent color for a CTA on a page that isn't about that product. Terraform purple on the Vault page is a brand violation.
- Don't combine multiple product accents in the same viewport — the system says "this section is about THIS tool", and mixing accents breaks that signal.
- Don't add drop shadows on dark; surface lift carries elevation.
- Don't replace `hashicorpSans` with a display-only sans for headlines and a different family for body. The brand is held together by one family across the full hierarchy.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Desktop-XL | 1440px | Default desktop layout |
| Desktop | 1280px | Pricing 3-up grid maintained |
| Tablet | 1024px | Product card grid 3-up → 2-up |
| Mobile-Lg | 768px | Pricing comparison becomes per-tier accordion; nav becomes hamburger |
| Mobile | 480px | Single-column everything; display-xl scales 80px → ~36px |
### Touch Targets
- CTA buttons (`button-primary`, `button-secondary`) maintain ≥40px tap height across viewports.
- Product pills are 24px tall on desktop and grow to 28px on touch viewports.
- Form inputs hold ≥44px tap target on touch viewports.
### Collapsing Strategy
- **Nav**: horizontal nav with right-anchored CTAs collapses to a hamburger overlay below 768px. The primary CTA stays visible on the bar.
- **Product card grid**: 3-up → 2-up at 1024px → 1-up below 768px.
- **Pricing comparison table**: collapses into per-tier accordions below 768px to avoid horizontal scroll.
- **Display type**: `{typography.display-xl}` 80px scales toward `{typography.display-md}` 40px on mobile while preserving the negative-tracking percentage.
### Image Behavior
- 3D product illustrations (cubes, safes, etc.) maintain aspect ratio and never crop; below 768px they shrink rather than reflow.
- Customer logo marquee scales horizontally and may wrap to a second row at narrow widths.
## Iteration Guide
1. Focus on ONE component at a time and reference it by its `components:` token name.
2. When introducing a new section, decide first whether it's a generic feature (surface-1) or a product-identity section (product-* color).
3. Default body to `{typography.body}` at 500 weight; reach for `{typography.subhead}` only inside CTA banners and feature cards.
4. Run `npx @google/design.md lint DESIGN.md` after edits.
5. Add new product variants as separate component entries (`product-card-nomad`, `button-product-consul`, etc.).
6. Treat the per-product palette as identity tokens, not decoration. If you reach for a product color outside its product context, the brand is drifting.
7. Eyebrow type is mandatory above every section — skipping it makes sections read as floating.
## Known Gaps
- The exact product-color hex values come from the `--mds-color-*` CSS variable set extracted directly; they are HashiCorp's canonical brand spec.
- Shadow tokens are not extensively documented because the dark surface system uses surface lift instead of shadow elevation.
- Form-field error and validation styling is not visible on the inspected pages.
- Dark mode is the only marketing mode — light-mode adaptation is not documented.
- Product-card variants for Consul, Nomad, Vagrant, and Boundary follow the documented Terraform / Vault / Waypoint pattern but are referenced in prose only; if they need formal entries they can be added as `product-card-consul`, `product-card-nomad`, etc.
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# HashiCorp Inspired Design System
# HashiCorp Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/hashicorp/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: HP-design-analysis
description: An inspired interpretation of HP's design language — a white-paper enterprise-consumer system anchored by HP Electric Blue (`#024ad8`) as the lone signal CTA, near-black ink (`#1a1a1a`) for headlines, geometric Forma-DJR sans throughout, and angular blue-chevron decorations that nod to the HP wordmark's slashes. Cards round at 816px, photos sit in soft 16px frames, and dark navy slabs anchor the customer-story and "how can we help" closing bands.
colors:
primary: "#024ad8"
primary-bright: "#296ef9"
primary-deep: "#0e3191"
primary-soft: "#c9e0fc"
on-primary: "#ffffff"
ink: "#1a1a1a"
ink-deep: "#000000"
ink-soft: "#292929"
on-ink: "#ffffff"
canvas: "#ffffff"
paper: "#ffffff"
cloud: "#f7f7f7"
fog: "#e8e8e8"
steel: "#c2c2c2"
graphite: "#636363"
charcoal: "#3d3d3d"
hairline: "#e8e8e8"
hairline-strong: "#c2c2c2"
link: "#024ad8"
link-pressed: "#0e3191"
bloom-coral: "#ff5050"
bloom-rose: "#f9d4d2"
bloom-deep: "#b3262b"
bloom-wine: "#5a1313"
storm-mist: "#8ebdce"
storm-sea: "#7fadbe"
storm-deep: "#356373"
error: "#b3262b"
typography:
display-xxl:
fontFamily: Forma DJR Micro
fontSize: 72px
fontWeight: 500
lineHeight: 1.0
letterSpacing: 0
display-xl:
fontFamily: Forma DJR Micro
fontSize: 56px
fontWeight: 500
lineHeight: 1.0
letterSpacing: 0
display-lg:
fontFamily: Forma DJR Micro
fontSize: 44px
fontWeight: 500
lineHeight: 1.0
letterSpacing: 0
display-md:
fontFamily: Forma DJR Micro
fontSize: 32px
fontWeight: 500
lineHeight: 1.0
letterSpacing: 0
display-sm:
fontFamily: Forma DJR Micro
fontSize: 24px
fontWeight: 500
lineHeight: 1.17
letterSpacing: 0
display-xs:
fontFamily: Forma DJR Micro
fontSize: 20px
fontWeight: 500
lineHeight: 1.0
letterSpacing: 0
body-lg:
fontFamily: Forma DJR Micro
fontSize: 18px
fontWeight: 400
lineHeight: 1.33
letterSpacing: 0
body-md:
fontFamily: Forma DJR Micro
fontSize: 16px
fontWeight: 400
lineHeight: 1.38
letterSpacing: 0
body-emphasis:
fontFamily: Forma DJR Micro
fontSize: 16px
fontWeight: 500
lineHeight: 1.38
letterSpacing: 0
caption-md:
fontFamily: Forma DJR Micro
fontSize: 14px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
caption-sm:
fontFamily: Forma DJR Micro
fontSize: 12px
fontWeight: 400
lineHeight: 1.33
letterSpacing: 0
caption-bold:
fontFamily: Forma DJR Micro
fontSize: 14px
fontWeight: 700
lineHeight: 1.3
letterSpacing: 0
link-md:
fontFamily: Forma DJR Micro
fontSize: 16px
fontWeight: 500
lineHeight: 1.38
letterSpacing: 0
button-md:
fontFamily: Forma DJR Micro
fontSize: 14px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0.7px
textTransform: uppercase
button-sm:
fontFamily: Forma DJR Micro
fontSize: 12.6px
fontWeight: 700
lineHeight: 1.0
letterSpacing: 0.126px
price-md:
fontFamily: Forma DJR Micro
fontSize: 24px
fontWeight: 500
lineHeight: 1.17
letterSpacing: 0
rounded:
none: 0px
xs: 2px
sm: 3px
md: 4px
lg: 8px
xl: 16px
pill: 9999px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 20px
xl: 24px
xxl: 32px
section: 80px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: 12px 24px
height: 44px
button-primary-pressed:
backgroundColor: "{colors.primary-deep}"
textColor: "{colors.on-primary}"
button-primary-disabled:
backgroundColor: "{colors.steel}"
textColor: "{colors.on-primary}"
button-ink:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: 12px 24px
height: 44px
button-outline:
backgroundColor: "{colors.canvas}"
textColor: "{colors.primary}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: 12px 24px
height: 44px
button-outline-ink:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: 12px 24px
height: 44px
button-text-link:
backgroundColor: "{colors.canvas}"
textColor: "{colors.primary}"
typography: "{typography.link-md}"
padding: 4px 0
badge-pill-ink:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-primary}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 6px 12px
badge-pill-outline:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 6px 12px
badge-sale-coral:
backgroundColor: "{colors.bloom-coral}"
textColor: "{colors.on-primary}"
typography: "{typography.caption-bold}"
rounded: "{rounded.sm}"
padding: 4px 8px
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 12px 16px
height: 44px
text-input-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
text-input-search:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 12px 16px
height: 40px
card-product:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.xl}"
padding: 24px
card-product-feature:
backgroundColor: "{colors.cloud}"
textColor: "{colors.ink}"
rounded: "{rounded.xl}"
padding: 32px
card-pricing-tier:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.xl}"
padding: 24px
card-pricing-tier-featured:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.xl}"
padding: 24px
card-customer-story:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.xl}"
padding: 16px
card-article-tile:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.xl}"
padding: 16px
card-category-icon:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-emphasis}"
rounded: "{rounded.lg}"
padding: 16px
promo-strip-dark:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-primary}"
typography: "{typography.body-md}"
rounded: "{rounded.xl}"
padding: 48px
hero-promo-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.xl}"
padding: 32px
utility-strip:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-primary}"
typography: "{typography.caption-md}"
height: 36px
padding: 0 24px
nav-bar-top:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
height: 64px
padding: 0 32px
nav-link:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
padding: 8px 16px
category-tab:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-emphasis}"
rounded: "{rounded.pill}"
padding: 8px 20px
category-tab-active:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-primary}"
rounded: "{rounded.pill}"
faq-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-emphasis}"
rounded: "{rounded.lg}"
padding: 20px 24px
chevron-decoration:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
rounded: "{rounded.none}"
help-band-dark:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-primary}"
typography: "{typography.body-md}"
padding: 64px 32px
footer-dark:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-primary}"
typography: "{typography.body-md}"
padding: 64px 32px
---
## Overview
HP reads like a long-running consumer-electronics catalog crossed with an enterprise-software product page. The whole system sits on **pure white** (`{colors.canvas}``#ffffff`) with thin gray panels (`{colors.cloud}` / `{colors.fog}`) for alternating section bands. There is one chromatic action color — **HP Electric Blue** (`{colors.primary}``#024ad8`) — and one ink color (`{colors.ink}``#1a1a1a`); together they do ninety percent of the work. Type is a single family across every surface: **Forma DJR Micro**, HP's bespoke geometric grotesque, set at weight 500 for headlines and 400 for body — clean, neutral, slightly mechanical.
The signature gesture is **angular blue chevrons** — sharp 0-radius slashes derived from the HP wordmark's pair of parallel slashes — that anchor the homepage hero, the laptop-page hero, and the printer pricing page. They appear on the left and right edges of the primary banner card, layered behind product photography. Outside those decorative slashes, every other surface is rectilinear with **soft 816px corners** on cards and a 4px corner on buttons.
The system breaks into three voice modes: a **white commercial body** for product browsing (cards, category icons, pricing tiers); a **dark navy slab** (`{colors.ink}` near-black) for testimonial bands, the closing "How can we help?" footer-prelude, and the page footer; and a **light fog band** (`{colors.cloud}` / `{colors.fog}`) for utility sections like comparison strips and FAQ accordions. The blue accent appears only on filled CTAs, link text, the chevron decorations, and the active price-stamp on a featured tier — never as a section background.
**Key Characteristics:**
- Pure white canvas (`{colors.canvas}`) with deep ink (`{colors.ink}`) running every body surface; light fog bands (`{colors.cloud}`, `{colors.fog}`) alternate for section rhythm
- HP Electric Blue (`{colors.primary}`) is the lone CTA fill and link color; it appears at most twice per viewport
- Bespoke Forma DJR Micro across every surface — display, body, button, caption — at weights 400 / 500 / 600 / 700
- Cards round at `{rounded.xl}` (16px) for product/pricing tiles; buttons sit at `{rounded.md}` (4px) with capitalize labels
- Geometric blue chevrons (`{colors.primary}` rectangles cut at 45°) frame hero photography and reinforce the wordmark
- Dark-navy slabs (`{colors.ink}`) close every page rhythm — testimonial bands, "how can we help?" prelude, and the footer
- Section rhythm: utility-strip → top nav → white body → cloud-band → ink slab → cloud-band → ink footer
## Colors
> **No Interaction sub-section.** Hover colors are silently filtered. Allowed sub-sections: Brand & Accent, Surface, Text, Semantic.
### Brand & Accent
- **HP Electric Blue** (`{colors.primary}``#024ad8`): the system's lone signal — primary CTA fill, link color, chevron-decoration fill, active sub-nav indicator. Reserved.
- **Bright Blue** (`{colors.primary-bright}``#296ef9`): a slightly lighter variant used inside dark slabs (testimonial-card buttons, dark-band CTA links) where the deeper blue would muddy.
- **Deep Navy** (`{colors.primary-deep}``#0e3191`): pressed state for the primary CTA and the visited-link color.
- **Soft Blue** (`{colors.primary-soft}``#c9e0fc`): pale-blue surface used inside customer-story cards and selection chips.
### Surface
- **Canvas** (`{colors.canvas}``#ffffff`): the universal page background. White, full opacity.
- **Paper** (`{colors.paper}``#ffffff`): card surfaces — same white as canvas, with hairline borders or shadows providing the lift.
- **Cloud** (`{colors.cloud}``#f7f7f7`): the lightest gray section band, used for alternating-row backgrounds and product-feature card groups.
- **Fog** (`{colors.fog}``#e8e8e8`): a slightly darker gray surface band, used for FAQ outer panels and the "Trending laptops" header strip.
- **Steel** (`{colors.steel}``#c2c2c2`): hairline border used on outlined elements with stronger emphasis (focus states, active filter).
- **Bloom Coral / Bloom Rose** (`{colors.bloom-coral}` / `{colors.bloom-rose}``#ff5050`, `#f9d4d2`): the "Get 25% off" sale-tag chip + soft pink lifestyle accent on the sale hero.
- **Storm Mist / Sea / Deep** (`{colors.storm-mist}`, `{colors.storm-sea}`, `{colors.storm-deep}``#8ebdce`, `#7fadbe`, `#356373`): the teal-storm tones reserved for the printer-plan illustration backdrop and supporting infographic accents.
### Text
- **Ink** (`{colors.ink}``#1a1a1a`): the universal text color on white surfaces — headlines, body, button labels, navigation.
- **Ink Deep** (`{colors.ink-deep}``#000000`): pure black used for the wordmark and 1px hairline strokes around badge outlines.
- **Ink Soft** (`{colors.ink-soft}``#292929`): an alternate near-black used inside dark-navy slabs as a subtle textural shift.
- **On Ink** (`{colors.on-ink}``#ffffff`): pure white used for headline and body text on every dark-navy slab.
- **Charcoal** (`{colors.charcoal}``#3d3d3d`): muted body color on white surfaces — secondary descriptions, fine-print disclaimers.
- **Graphite** (`{colors.graphite}``#636363`): smaller-print color, used for legal lines and timestamp metadata.
### Semantic
- **Bloom Deep** (`{colors.bloom-deep}``#b3262b`) + **Bloom Wine** (`{colors.bloom-wine}``#5a1313`): error and discount-emphasis colors. The deep brick reads as "sale" or "destructive" depending on placement.
- **Storm Deep** (`{colors.storm-deep}``#356373`): used as a neutral status accent (e.g., printer-plan tier "Versatile" tier color).
## Typography
### Font Family
The voice is **single-family**: Forma DJR Micro (HP's bespoke geometric grotesque, fallback Arial) across every surface — display, body, button, caption. Forma DJR Micro is a wide, slightly rounded grotesque designed at small optical sizes to stay legible at UI-chrome scale. HP runs it at weight 400 for body, 500 for display headlines, 600/700 for emphasis and button labels.
The 16/14/12-px caption tier carries the catalog metadata — model numbers, spec rows, fine print — at weight 400 with a 1.41.5 line-height. Button labels lift to weight 600/700 with positive 0.51.1px letter-spacing and uppercase transform — the only place the system tracks letters.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xxl}` | 72px | 500 | 1.0 | 0 | Hero headline (homepage, laptop hub) |
| `{typography.display-xl}` | 56px | 500 | 1.0 | 0 | Section headlines on landing pages |
| `{typography.display-lg}` | 44px | 500 | 1.0 | 0 | Sub-section headlines on shop pages |
| `{typography.display-md}` | 32px | 500 | 1.0 | 0 | Promo strip headlines, FAQ section headers |
| `{typography.display-sm}` | 24px | 500 | 1.17 | 0 | Card titles, pricing-tier names |
| `{typography.display-xs}` | 20px | 500 | 1.0 | 0 | Inline list headers, accordion labels |
| `{typography.body-lg}` | 18px | 400 | 1.33 | 0 | Lead paragraphs |
| `{typography.body-md}` | 16px | 400 | 1.38 | 0 | Default body |
| `{typography.body-emphasis}` | 16px | 500 | 1.38 | 0 | Bolded run-in copy |
| `{typography.caption-md}` | 14px | 400 | 1.5 | 0 | Specs, metadata, captions |
| `{typography.caption-bold}` | 14px | 700 | 1.3 | 0 | Sale tags, in-card highlights |
| `{typography.caption-sm}` | 12px | 400 | 1.33 | 0 | Footnotes, legal lines |
| `{typography.link-md}` | 16px | 500 | 1.38 | 0 | Inline link emphasis |
| `{typography.button-md}` | 14px | 600 | 1.4 | 0.7px | Primary/secondary button labels (uppercase) |
| `{typography.button-sm}` | 12.6px | 700 | 1.0 | 0.126px | Compact button labels in tight cells |
| `{typography.price-md}` | 24px | 500 | 1.17 | 0 | Tier and product price stamps |
### Principles
The typographic decision worth flagging: HP runs **weight 500 for every display size**, including the largest 72px hero headline. Most editorial systems jump to 600/700 at hero scale; HP doesn't. The result feels open and approachable rather than commanding — appropriate for a brand that sells across consumer, SMB, and enterprise audiences in the same catalog.
Forma DJR Micro's rounded-grotesque shapes do most of the warmth. There's no italic in the system except inside legal disclaimers; emphasis is carried by weight (500 → body-emphasis, 700 → caption-bold) instead.
### Note on Font Substitutes
Forma DJR Micro is proprietary (Commercial Type / Mark Caneso). Closest open-source substitutes:
- **Inter** at weights 400 / 500 / 600 / 700 — slightly narrower than Forma DJR Micro; bump font-size by ~3% to compensate
- **Manrope** at weights 400 / 500 / 600 / 700 — closer in proportion, gentler curves; use directly with no metric adjustment
- **Roboto** at weights 400 / 500 / 700 — flatter character; use as last-resort fallback
When swapping, set body line-height to 1.4 and display line-height to 1.0 explicitly — the Forma DJR Micro line-height numbers are tight, and most substitutes default looser.
## Layout
### Spacing System
- **Base unit**: 8px. Smaller half-step at 4px. The scale is gentle — most card padding lands at 16px or 24px; section gap at 80px.
- **Tokens (front matter)**: `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 16px · `{spacing.lg}` 20px · `{spacing.xl}` 24px · `{spacing.xxl}` 32px · `{spacing.section}` 80px
- **Section padding**: `{spacing.section}` (80px) vertical between major bands on desktop; collapses to ~48px on mobile.
- **Card internal padding**: `{spacing.xl}` (24px) for product cards; `{spacing.xxl}` (32px) for promo strips and feature cards; `{spacing.md}` (16px) for compact article tiles.
- **Gutter**: `{spacing.xl}` (24px) between grid columns at desktop; `{spacing.md}` (16px) on tablet/mobile.
The 80px section gap is the universal rhythm constant — it appears between every major homepage band, between the hero and the comparison table on the printer-plan page, and between feature rows on the laptop-shop page.
### Grid & Container
- **Desktop max-width**: 1366px content container with full-bleed-on-canvas section backgrounds.
- **Hero**: a single full-width photo card (homepage and laptop-hub hero) with the headline overlay positioned upper-left or upper-right.
- **Product family grid**: 4 columns at >1200px, 3 at 10241199px, 2 at 7681023px, 1 below 768px.
- **Pricing tiers**: 4 columns at >1024px, 2x2 grid at 7681023px, single-column accordion below 768px.
- **Footer**: 5-column link grid at >1024px, collapsing to 2-column then accordion on mobile.
### Whitespace Philosophy
Whitespace is **commercial-clean** — generous around hero photography, tight around catalog spec rows. Product cards leave breathing room above and below the photo (≥32px) so the laptop or printer reads as a hero shot rather than a thumbnail. The fine-print disclaimer regions (legal, footnote rows) tighten line-height to 1.3 and shrink type to 1112px so the bulk of fine print stays compact.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 — Flat | No border, no shadow. | Section bands (white, cloud, fog), full-bleed photo heroes |
| 1 — Hairline | 1px solid `{colors.hairline}` (`#e8e8e8`) border, no shadow. | Outlined buttons, comparison-table cells, FAQ accordion outers |
| 2 — Soft Lift | `0 2px 8px rgba(26, 26, 26, 0.08)`. | Product cards, pricing-tier columns, customer-story tiles |
| 3 — Floating Modal | `0 8px 24px rgba(26, 26, 26, 0.12)`. | Add-to-cart drawer, mobile-nav sheet, image zoom modal |
The system is mostly flat — depth is communicated by **color contrast** (cloud-band vs. white card on the same band) rather than shadow elevation. The Soft Lift level is the workhorse for the catalog — every product tile and pricing column gets it; nothing else does. Modal-floating is rare and reserved for transient overlays.
### Decorative Depth
The system's most distinctive depth gesture is the **HP blue chevron pair** — two angular `{colors.primary}` slashes (no radius, no shadow) that sit on the left and right of the homepage hero card and the laptop-shop hero. They're not decorative noise; they're a literal echo of the HP wordmark's two parallel slashes, scaled up to architectural size. Treat them as a brand artifact, not a generic geometric flourish.
Photography on the homepage and laptop-shop pages frames product imagery inside `{rounded.xl}` (16px) containers with a soft 1px hairline. Lifestyle photography (testimonials, "How HP works for X") sits full-bleed inside dark-navy slabs without rounding.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Hero chevron decorations, full-bleed photo heroes, marquee strips |
| `{rounded.xs}` | 2px | Secondary chip backgrounds, sale-tag pills |
| `{rounded.sm}` | 3px | Default secondary CTA radius (small touch zones) |
| `{rounded.md}` | 4px | Primary buttons, secondary buttons, text inputs |
| `{rounded.lg}` | 8px | Badge pills, category-icon cards, FAQ row containers |
| `{rounded.xl}` | 16px | Product cards, pricing tiers, customer-story tiles, photo frames |
| `{rounded.pill}` | 9999px | Category sub-nav tabs, search-pill input, filter chips |
The system maintains a clear two-tier philosophy: **buttons stay sharp** (4px, almost rectilinear) while **cards and photo frames stay soft** (16px). This split is the visual signature — sharp interactive elements against softer container surfaces.
### Photography Geometry
Hero photography sits in `{rounded.xl}` (16px) frames with no border. Product family thumbnails inside the laptop-grid are 1:1 (square) on a `{colors.canvas}` background, padded so the laptop is shown at ~70% of the frame. Customer-story photography uses 16:9 inside the same `{rounded.xl}` frame. There are no full-bleed circular avatars; testimonial avatars are 4px-rounded squares.
## Components
> **No hover states documented.** Every component spec below documents only Default and Active/Pressed states. Variants live as separate front-matter entries.
### Buttons
**`button-primary`** — the lone HP Electric Blue CTA
- Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.button-md}` (uppercase, 0.7px tracking), padding `{spacing.sm} {spacing.xl}` (12 × 24), height 44px, rounded `{rounded.md}`
- Pressed state `button-primary-pressed` — background `{colors.primary-deep}`, same text
- Disabled state `button-primary-disabled` — background `{colors.steel}`, white text
- Used for: "Buy now", "Shop now", "Get a printer", primary form submit
**`button-ink`** — black filled CTA
- Background `{colors.ink}`, text `{colors.on-primary}`, padding `{spacing.sm} {spacing.xl}`, height 44px, rounded `{rounded.md}`, type `{typography.button-md}`
- Used for: "Buy now" on dark photo overlays, secondary primary actions where the blue would clash with imagery
**`button-outline`** — blue-text outlined CTA
- Background `{colors.canvas}`, text `{colors.primary}`, 1px `{colors.primary}` border, padding `{spacing.sm} {spacing.xl}`, height 44px, rounded `{rounded.md}`
- Used for: "Compare", "Customize", "Learn more" — secondary actions on white surfaces
**`button-outline-ink`** — black-text outlined CTA
- Background `{colors.canvas}`, text `{colors.ink}`, 1px `{colors.ink}` border, padding `{spacing.sm} {spacing.xl}`, height 44px, rounded `{rounded.md}`
- Used for: "View" buttons inside product family card grids — neutral against the blue primary
**`button-text-link`** — inline blue link with underline
- Background `{colors.canvas}`, text `{colors.primary}`, type `{typography.link-md}`, padding `{spacing.xxs} 0`
- Used for: "See details", "Read more" inside cards and disclaimer rows
### Cards & Containers
**`card-product`** — the workhorse product tile
- Background `{colors.canvas}`, rounded `{rounded.xl}` (16px), padding `{spacing.xl}` (24px), Soft Lift shadow
- Layout: hero photo (1:1 ratio) on top, title in `{typography.display-xs}`, spec rows in `{typography.caption-md}`, price in `{typography.price-md}`, CTA pinned to bottom
- Used for: laptop catalog cards, desktop catalog cards
**`card-product-feature`** — full-row feature card with photo + copy
- Background `{colors.cloud}`, rounded `{rounded.xl}`, padding `{spacing.xxl}` (32px)
- Layout: photo on the left (50% width), copy on the right with section eyebrow + title + body + CTA pair
- Used for: "Trending laptops" feature rows, "Shop these must haves"
**`card-pricing-tier`** + **`card-pricing-tier-featured`**
- Background `{colors.canvas}`, rounded `{rounded.xl}`, padding `{spacing.xl}`, Soft Lift shadow
- Tier name in `{typography.display-sm}`, monthly price in `{typography.display-md}` with `{typography.caption-md}` cadence, page count caption, full feature list, primary CTA
- Featured tier carries `{colors.primary}` text accent on the price-stamp + a `{colors.primary}` thin top border instead of a colored card background — never inverted to dark
**`card-customer-story`** — the three-up testimonial tile
- Background `{colors.canvas}`, rounded `{rounded.xl}`, padding `{spacing.md}` (16px), Soft Lift shadow
- 16:9 photo at top in `{rounded.xl}` frame, quote excerpt in `{typography.body-md}`, attribution row at the bottom
- Used in the "See what our customers say" homepage section
**`card-article-tile`** — the four-up "Latest from HP" tile
- Background `{colors.canvas}`, rounded `{rounded.xl}`, padding `{spacing.md}`, Soft Lift shadow
- 16:9 thumbnail at top, date eyebrow in `{typography.caption-sm}`, title in `{typography.body-emphasis}`, "Read more" link
**`card-category-icon`** — the small icon-and-label card in the homepage "Our Products" row
- Background `{colors.canvas}`, rounded `{rounded.lg}` (8px), padding `{spacing.md}`
- 48px icon at top, label in `{typography.body-emphasis}` below
- Used for: Laptops, Desktops, Printers, Computer Tools, Accessories, Enterprise Solutions
**`hero-promo-card`** — the homepage hero card with chevron decorations
- Background `{colors.canvas}`, rounded `{rounded.xl}`, padding `{spacing.xxl}` (32px)
- Photography occupies left half; copy block (eyebrow + headline + price stamp + CTA pair) occupies right half
- Flanked by `chevron-decoration` blue slashes outside the card's bounding box on left and right edges
**`promo-strip-dark`** — the inline dark navy promo block
- Background `{colors.ink}`, text `{colors.on-ink}`, rounded `{rounded.xl}`, padding `{spacing.xxl} 48px`
- Used for: "When did work start getting in the way of work?" mid-page promo, the SMB testimonial slab
### Inputs & Forms
**`text-input`** + **`text-input-focused`**
- Background `{colors.canvas}`, text `{colors.ink}`, rounded `{rounded.md}`, padding `{spacing.sm} {spacing.md}`, height 44px
- 1px `{colors.steel}` border in default; gains 1px `{colors.ink}` border on focus (no halo)
**`text-input-search`** — pill search in the top nav
- Background `{colors.canvas}`, rounded `{rounded.md}`, padding `{spacing.sm} {spacing.md}`, height 40px, 1px `{colors.steel}` border, magnifying-glass icon at right
**`badge-pill-ink`** — filled tag pill
- Background `{colors.ink}`, text `{colors.on-primary}`, rounded `{rounded.lg}`, padding 6px 12px, type `{typography.body-md}`
- Used inline next to product titles to mark "New" or featured indicators
**`badge-pill-outline`** — outlined tag pill
- Background `{colors.canvas}`, text `{colors.ink}`, 1px `{colors.ink}` border, rounded `{rounded.lg}`, padding 6px 12px
**`badge-sale-coral`** — the sale price-stamp
- Background `{colors.bloom-coral}`, text `{colors.on-primary}`, rounded `{rounded.sm}`, padding `{spacing.xxs} {spacing.xs}`, type `{typography.caption-bold}`
- Used for: "Save $200", "25% off" overlay tags on hero promo cards
### Navigation
**`utility-strip`** — the top-of-page utility bar
- Background `{colors.ink}`, text `{colors.on-primary}`, height 36px, padding 0 {spacing.xl}, type `{typography.caption-md}`
- Holds: country/locale picker, "For Business / For Home" toggle, "Sign in" link, cart link
**`nav-bar-top`** — desktop top nav (sits below utility strip)
- Background `{colors.canvas}`, height 64px, padding 0 32px
- Layout: HP wordmark logo flush left → middle category list (Laptops / Desktops / Printers / Accessories / Solutions / Support) → right slot with Search field, Sign-in link, Cart icon
- 1px `{colors.hairline}` bottom border separates nav from page
**`nav-link`**
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body-md}`, padding `{spacing.xs} {spacing.md}`
- Active page draws a 2px `{colors.primary}` underline below the text baseline
**Top Nav (Mobile)**
- Same height, hamburger icon replaces the middle category list, Search and Cart stay visible
- Drawer expands as a full-canvas sheet with `{typography.body-lg}` link list and a sticky Sign-in CTA at bottom
**`category-tab`** + **`category-tab-active`** — the pill sub-nav
- Default: background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body-emphasis}`, rounded `{rounded.pill}`, padding `{spacing.xs} {spacing.lg}`
- Active: background `{colors.ink}`, text `{colors.on-primary}`, same rounding
- Used on the laptop-shop page for "All / Trending / On Sale" filtering, and on the homepage "How can we help?" closing band
### Signature Components
**`chevron-decoration`** — the geometric blue slash motif
- Background `{colors.primary}`, rounded `{rounded.none}`, no shadow
- Renders as a sharp parallelogram cut at ~60° angle, sized to the height of the hero card it flanks
- Reserved for hero bands and full-page banners — never decorative noise inside cards
**`faq-row`** — the accordion row on the printer-plan FAQ
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.lg} {spacing.xl}`, type `{typography.body-emphasis}`
- 1px `{colors.hairline}` divider between rows; chevron-down icon on the right collapsed, chevron-up when expanded
- Body answer renders inside the same row container in `{typography.body-md}` after expansion
**`help-band-dark`** — the closing "How can we help?" prelude band
- Background `{colors.ink}`, text `{colors.on-primary}`, padding 64px {spacing.xl}
- Layout: large lifestyle photograph as the band background (low-opacity) with chip-style category tabs centered: Browse Topics / Live Chat / Contact / Diagnose / Order Status
**`footer-dark`**
- Background `{colors.ink}`, text `{colors.on-primary}`, type `{typography.body-md}`, padding 64px {spacing.xl}
- 5-column link grid (Company / Shop / Support / Resources / Connect) with `{typography.body-emphasis}` headers and `{typography.caption-md}` link rows
- Bottom strip carries social icons, language picker, and legal lines in `{typography.caption-sm}` muted to `{colors.steel}`
## Do's and Don'ts
### Do
- Reserve `{colors.primary}` for the primary CTA, link color, and `chevron-decoration` motif — at most twice per viewport
- Set every headline in Forma DJR Micro at weight 500 with line-height 1.0 — resist the urge to bump weight at hero scale
- Use `{rounded.xl}` (16px) for cards and photo frames; `{rounded.md}` (4px) for buttons and inputs — keep the two-tier split sharp
- Pair white `{colors.canvas}` body bands with `{colors.cloud}` (`#f7f7f7`) alternating bands; let the gray do the breathing
- Close every page rhythm with a dark-navy `{colors.ink}` slab — the "How can we help?" prelude + footer
- Set button labels in uppercase with `{typography.button-md}` (0.7px tracking) — the only place the system tracks letters
- Use Soft Lift shadow exclusively for product cards and pricing tiers — leave section bands flat
- Frame product photography inside `{rounded.xl}` containers; never use full-bleed circular masks
### Don't
- Don't introduce secondary saturated colors outside `{colors.primary}` family + the `bloom-coral` sale-tag and `storm` printer-plan accents
- Don't apply heavy material shadows — depth is via color contrast (cloud vs. white) and Soft Lift only
- Don't round buttons above `{rounded.md}` (4px); a soft 8px+ button reads as a different brand
- Don't run Forma DJR Micro below 12px — small caption at 11px is the floor
- Don't use the chevron decoration as inline noise; it is a hero-only architectural element tied to the wordmark
- Don't drop ink text opacity to create hierarchy — switch surface or shift to `{colors.charcoal}` / `{colors.graphite}` instead
- Don't replace the HP wordmark with a generic sans lockup; the wordmark is a custom mark with its own ratio
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 480px | Single-column stack; hamburger nav; section padding drops to ~48px; hero serif scales to ~36px |
| Mobile-Large | 480767px | Same column count; hero scales to ~44px; pricing tiers stack vertically |
| Tablet | 7681023px | 2-column product grid; pricing 2x2; nav still full text labels |
| Desktop | 10241279px | 3-column product grid; 4-column pricing; full nav |
| Desktop-Large | ≥ 1280px | 4-column product grid; 1366px content max-width with full-bleed bands |
### Touch Targets
Every interactive element clears 44×44px on mobile. `button-primary` at 44px height + 24px horizontal padding meets WCAG-AAA touch target. `category-tab` at 8px 20px padding bumps to 12px 24px on touch screens. Nav-link tap areas extend invisibly beyond the text run to the full 44px row height. Sticky cart/sign-in icons in the top nav use 44×44 invisible hit boxes around their visible 24×24 glyph.
### Collapsing Strategy
- **Utility strip**: stays visible on every breakpoint; dropdowns collapse into a single "Account" icon below 768px
- **Top nav**: middle category list collapses into a hamburger drawer below 1024px; the right-side Search + Sign-in + Cart stay visible
- **Hero**: stays single-column at every breakpoint; chevron decorations shrink to ~60% size on tablet and disappear entirely on mobile
- **Product family grid**: 4 → 3 → 2 → 1 column as breakpoints shrink; cards keep `{rounded.xl}` corners at every size
- **Pricing comparison table**: 4-column grid on desktop collapses to 2x2 on tablet, then stacks into individual accordion-style cards on mobile
- **Footer**: 5-column link grid → 2-column tablet → single-column accordion on mobile; HP wordmark stays flush left
### Image Behavior
Hero photography uses `{rounded.xl}` containers at every breakpoint. The chevron decorations vanish on mobile; the underlying photo card centers in the viewport. Lifestyle photography in the testimonial and "how-can-we-help" bands maintains 16:9 ratio with horizontal cropping rather than letterboxing on mobile. There are no art-direction crop swaps between desktop and mobile — the same image is used at every size.
## Iteration Guide
1. Focus on ONE component at a time; resist refactoring an entire section in one pass
2. Reference component names and tokens directly (`{colors.primary}`, `{typography.display-xxl}`, `{rounded.xl}`, `card-product`) — do not paraphrase to hex/px in prose
3. Run `npx @google/design.md lint DESIGN.md` after edits — `broken-ref`, `contrast-ratio`, and `orphaned-tokens` warnings flag issues automatically
4. Add new variants as separate component entries (`-pressed`, `-disabled`, `-focused`); never bury state inside prose
5. Default body to `{typography.body-md}`; reach for `{typography.body-emphasis}` for run-in bolds; keep display sizes for true heading roles
6. Keep `{colors.primary}` scarce — at most two flame elements per viewport (one CTA + one chevron decoration). Three flame items in one viewport is over-saturation
7. When introducing a new section band, choose from `{colors.canvas}` / `{colors.cloud}` / `{colors.fog}` / `{colors.ink}` — six pre-defined surface modes is the entire surface vocabulary
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# HP Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/hp/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: IBM-design-analysis
description: "An enterprise-marketing canvas faithful to Carbon Design System: white surfaces, charcoal type, IBM Blue (#0f62fe) as the single confident accent, and a deliberately flat-square aesthetic where corners stay at 04px. Type runs IBM Plex Sans at light weight 300 for display sizes (a brand signature) and 400/600 for body and emphasis. Cards live as thin-bordered tiles with no shadow; sections separate via subtle gray rows. The chrome is square, the typography is light, and the only color in the system is one assertive blue — the result reads as old-world enterprise gravitas reframed for the cloud era."
colors:
primary: "#0f62fe"
on-primary: "#ffffff"
ink: "#161616"
ink-muted: "#525252"
ink-subtle: "#8c8c8c"
canvas: "#ffffff"
surface-1: "#f4f4f4"
surface-2: "#e0e0e0"
inverse-canvas: "#161616"
inverse-surface-1: "#262626"
inverse-ink: "#ffffff"
inverse-ink-muted: "#c6c6c6"
hairline: "#e0e0e0"
hairline-strong: "#161616"
blue-60: "#0043ce"
blue-80: "#002d9c"
blue-hover: "#0050e6"
semantic-success: "#24a148"
semantic-warning: "#f1c21b"
semantic-error: "#da1e28"
semantic-info: "#0f62fe"
typography:
display-xl:
fontFamily: IBM Plex Sans
fontSize: 76px
fontWeight: 300
lineHeight: 1.17
letterSpacing: -0.5px
display-lg:
fontFamily: IBM Plex Sans
fontSize: 60px
fontWeight: 300
lineHeight: 1.17
letterSpacing: -0.4px
display-md:
fontFamily: IBM Plex Sans
fontSize: 42px
fontWeight: 300
lineHeight: 1.20
letterSpacing: 0
headline:
fontFamily: IBM Plex Sans
fontSize: 32px
fontWeight: 400
lineHeight: 1.25
letterSpacing: 0
card-title:
fontFamily: IBM Plex Sans
fontSize: 24px
fontWeight: 400
lineHeight: 1.33
letterSpacing: 0
subhead:
fontFamily: IBM Plex Sans
fontSize: 20px
fontWeight: 400
lineHeight: 1.40
letterSpacing: 0
body-lg:
fontFamily: IBM Plex Sans
fontSize: 18px
fontWeight: 400
lineHeight: 1.50
letterSpacing: 0
body:
fontFamily: IBM Plex Sans
fontSize: 16px
fontWeight: 400
lineHeight: 1.50
letterSpacing: 0.16px
body-sm:
fontFamily: IBM Plex Sans
fontSize: 14px
fontWeight: 400
lineHeight: 1.29
letterSpacing: 0.16px
body-emphasis:
fontFamily: IBM Plex Sans
fontSize: 14px
fontWeight: 600
lineHeight: 1.29
letterSpacing: 0.16px
caption:
fontFamily: IBM Plex Sans
fontSize: 12px
fontWeight: 400
lineHeight: 1.33
letterSpacing: 0.32px
button:
fontFamily: IBM Plex Sans
fontSize: 14px
fontWeight: 400
lineHeight: 1.29
letterSpacing: 0.16px
eyebrow:
fontFamily: IBM Plex Sans
fontSize: 14px
fontWeight: 400
lineHeight: 1.29
letterSpacing: 0.16px
rounded:
none: 0px
xs: 2px
sm: 4px
md: 6px
lg: 8px
pill: 9999px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 24px
xl: 32px
xxl: 48px
section: 96px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 12px 16px
button-primary-pressed:
backgroundColor: "{colors.blue-80}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.none}"
button-secondary:
backgroundColor: "{colors.ink}"
textColor: "{colors.inverse-ink}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 12px 16px
button-tertiary:
backgroundColor: "{colors.canvas}"
textColor: "{colors.primary}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 12px 16px
button-ghost:
backgroundColor: "{colors.canvas}"
textColor: "{colors.primary}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 12px 16px
button-danger:
backgroundColor: "{colors.semantic-error}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.none}"
padding: 12px 16px
feature-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.none}"
padding: 24px
feature-card-elevated:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.none}"
padding: 24px
product-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.none}"
padding: 32px
hero-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-md}"
rounded: "{rounded.none}"
padding: 48px
cta-banner:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.headline}"
rounded: "{rounded.none}"
padding: 48px
text-input:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.none}"
padding: 11px 16px
text-input-focused:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.none}"
padding: 11px 16px
text-input-error:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.none}"
padding: 11px 16px
newsletter-input:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.none}"
padding: 11px 16px
product-tab:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink-muted}"
typography: "{typography.body-sm}"
rounded: "{rounded.none}"
padding: 16px 20px
product-tab-selected:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-emphasis}"
rounded: "{rounded.none}"
padding: 16px 20px
resource-tile:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.none}"
padding: 16px
customer-logo-tile:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink-muted}"
typography: "{typography.caption}"
rounded: "{rounded.none}"
padding: 24px
top-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.none}"
height: 48px
utility-bar:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink-muted}"
typography: "{typography.caption}"
rounded: "{rounded.none}"
height: 32px
footer:
backgroundColor: "{colors.inverse-canvas}"
textColor: "{colors.inverse-ink-muted}"
typography: "{typography.body-sm}"
rounded: "{rounded.none}"
padding: 64px 32px
---
## Overview
IBM's marketing system is a faithful application of **Carbon Design System** — IBM's open-source enterprise design system. The dominant surface is `{colors.canvas}` pure white with `{colors.surface-1}` light gray for elevation, charcoal `{colors.ink}` (#161616) for text, and IBM Blue `{colors.primary}` (#0f62fe) as the single brand accent.
The defining choice is **flat geometry**: every CTA, every card, every input, every container uses square corners (`{rounded.none}` 0px) with thin 1px borders. There are no rounded pills, no soft shadows, no atmospheric gradients. The system is engineered, not stylized.
**IBM Plex Sans** carries the entire type hierarchy. Display sizes (76 / 60 / 42px) run at weight **300** — IBM's signature light display treatment that makes 76px feel calmer than competing brands' 700-weight display. Body type sits at weight 400 with `letter-spacing: 0.16px` (a Carbon precision detail) and line-height 1.50. The voice reads as careful, technical, and trustworthy.
The system reaches for color rarely — IBM Blue marks links, primary CTAs, and the rare full-bleed CTA banner. Charcoal carries every other surface that isn't white. The result is enterprise gravitas without the enterprise stiffness: rigorous, light-weighted, and intentionally restrained.
**Key Characteristics:**
- **Carbon Design System** — IBM's marketing chrome IS Carbon. Buttons are square, inputs are square-with-bottom-rule, corners stay at 0px.
- **Light-weight display type**: Plex Sans at weight 300 for 4276px headlines is the brand's typographic signature.
- **One accent color**: `{colors.primary}` IBM Blue carries every link, primary CTA, and CTA banner. There is no second brand color.
- White canvas + light gray (`{colors.surface-1}`) + charcoal (`{colors.ink}`) cover 95% of surfaces.
- Footer inverts to charcoal (`{colors.inverse-canvas}` #161616) — the only dark surface above the page break.
- Card hierarchy is carried by 1px hairlines and surface change, never by drop shadow.
- `letter-spacing: 0.16px` on body is a Carbon precision detail — the small positive tracking is part of the brand voice.
- Page rhythm: utility bar → top nav → hero with light-weight headline → feature card grid → customer logo marquee → enterprise feature row → training section → newsletter / sign-in CTA → dark footer.
## Colors
> Source pages: ibm.com (home), /software/ai-productivity, /consulting, /products/cloud-pak-for-aiops, /products/bare-metal-servers, community.ibm.com.
### Brand & Accent
- **IBM Blue** ({colors.primary}): The single brand accent. Links, primary CTAs, CTA banner backgrounds, focus rings.
- **Blue 60** ({colors.blue-60}): Hovered link state.
- **Blue 80** ({colors.blue-80}): Pressed primary button.
- **Blue Hover** ({colors.blue-hover}): Hover state for primary buttons.
### Surface
- **Canvas** ({colors.canvas}): Default page background.
- **Surface 1** ({colors.surface-1}): Light gray (#f4f4f4) — input fields, alternate-row stripes, subtle section bands.
- **Surface 2** ({colors.surface-2}): Slightly darker gray (#e0e0e0) — disabled fields, hairline-as-fill for separators.
- **Hairline** ({colors.hairline}): 1px borders on cards, inputs, dividers.
- **Hairline Strong** ({colors.hairline-strong}): 1px charcoal underline on focused inputs (Carbon's signature focus treatment).
- **Inverse Canvas** ({colors.inverse-canvas}): Charcoal #161616 — footer surface.
- **Inverse Surface 1** ({colors.inverse-surface-1}): One step lighter than inverse canvas — footer column dividers, hovered footer items.
### Text
- **Ink** ({colors.ink}): All headlines and emphasized body type — charcoal #161616.
- **Ink Muted** ({colors.ink-muted}): Secondary type at #525252 — meta, sub-headlines, footer body.
- **Ink Subtle** ({colors.ink-subtle}): Tertiary type at #8c8c8c — disabled, helper text, captions.
- **Inverse Ink** ({colors.inverse-ink}): White on charcoal — footer headings.
- **Inverse Ink Muted** ({colors.inverse-ink-muted}): Light gray on charcoal — footer body.
### Semantic
- **Success Green** ({colors.semantic-success}): Carbon green-50 — success states.
- **Warning Yellow** ({colors.semantic-warning}): Carbon yellow-30 — warning states.
- **Error Red** ({colors.semantic-error}): Carbon red-60 — error states; danger button background.
- **Info Blue** ({colors.semantic-info}): Identical to primary — informational badges.
## Typography
### Font Family
- **IBM Plex Sans** — IBM's open-source proprietary typeface (free for any use). Geometric, slightly humanist, designed specifically for enterprise UI. Fallback: `Helvetica Neue, Arial, sans-serif`.
The same family carries display, body, and caption — there is no display + body pairing. Hierarchy is carried by **size + weight** rather than by family change. Plex Sans is also free / open-source under the SIL Open Font License — making it the easiest custom face on this list to substitute for in implementation.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 76px | 300 | 1.17 | -0.5px | Largest hero headline |
| `{typography.display-lg}` | 60px | 300 | 1.17 | -0.4px | Section opener headlines |
| `{typography.display-md}` | 42px | 300 | 1.20 | 0 | Sub-section headlines, hero card title |
| `{typography.headline}` | 32px | 400 | 1.25 | 0 | Card collection heading, FAQ category |
| `{typography.card-title}` | 24px | 400 | 1.33 | 0 | Feature card title |
| `{typography.subhead}` | 20px | 400 | 1.40 | 0 | Lead body next to display headlines |
| `{typography.body-lg}` | 18px | 400 | 1.50 | 0 | Hero subhead, lead paragraphs |
| `{typography.body}` | 16px | 400 | 1.50 | 0.16px | Default body |
| `{typography.body-sm}` | 14px | 400 | 1.29 | 0.16px | Card body, footer columns |
| `{typography.body-emphasis}` | 14px | 600 | 1.29 | 0.16px | Selected tab label, emphasized body line |
| `{typography.caption}` | 12px | 400 | 1.33 | 0.32px | Captions, meta, utility bar |
| `{typography.button}` | 14px | 400 | 1.29 | 0.16px | All button labels |
| `{typography.eyebrow}` | 14px | 400 | 1.29 | 0.16px | Section eyebrows (Carbon avoids strong eyebrows; uses sentence case 14px) |
### Principles
- **Light-weight display is the brand voice.** Plex Sans at weight 300 for 76px headlines reads as quietly authoritative — switching to 700 would make it look like every other enterprise site.
- **Carbon's `letter-spacing: 0.16px`** on body sizes is a precision detail. Don't remove it.
- **No mono** on marketing surfaces (Plex Mono exists but lives in product surfaces only).
- **Eyebrow typography uses sentence case 14px** — Carbon resists the all-caps tracked eyebrow common to other enterprise brands.
- **Line-heights tighten on display, relax on body**: 1.17 at display-xl, 1.50 at body — proportional to size.
### Note on Font Substitutes
IBM Plex Sans is **free and open-source** (SIL OFL license) and available on Google Fonts. It is the recommended implementation. The Plex family also includes Plex Mono and Plex Serif if expanded typographic needs arise.
## Layout
### Spacing System
- **Base unit**: 4px (Carbon's signature 4-pixel grid).
- **Tokens (front matter)**: `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 16px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 96px.
- Card interior padding: `{spacing.lg}` 24px on feature cards; `{spacing.xl}` 32px on product cards; `{spacing.xxl}` 48px on hero cards and CTA banners.
- Button padding: 12px vertical · 16px horizontal — Carbon spec.
- Form input padding: 11px vertical · 16px horizontal.
### Grid & Container
- Carbon's 16-column grid at desktop, scaling to 8 / 4 columns at tablet / mobile.
- Max content width sits around 1584px (Carbon's max-grid breakpoint).
- Card grids are 4-up at desktop, 2-up at tablet, 1-up at mobile.
- The customer logo marquee uses fixed-width tiles in a flex row, scrolling horizontally on smaller viewports.
### Whitespace Philosophy
Carbon uses precise alignment to a 4-pixel grid as its whitespace system. Sections separate via thin gray rows (`{colors.surface-1}`) rather than via large vertical gaps. Content is dense by design — IBM's customers expect to see a lot on a page, not a lot of air.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 (flat) | No shadow, no border | Default for body type, hero text, footer body |
| 1 (hairline) | 1px `{colors.hairline}` border on canvas | Feature cards, inputs, list items |
| 2 (surface lift) | `{colors.surface-1}` background on canvas | Alternate-row banners, hovered cards |
| 3 (focus ring) | 2px `{colors.primary}` outline + 1px `{colors.hairline-strong}` underline | Focused input, focused button |
Carbon resists drop shadows on marketing — depth is carried by surface change and 1px hairlines. The exception is product / app surfaces (Carbon documents shadow tokens for elevated panels), but the marketing site barely uses them.
### Decorative Depth
- **Soft blue gradient backdrops** appear behind some hero illustrations — a faint blue-to-white wash that warms the canvas without competing with the headline.
- **No atmospheric depth.** No spotlight cards, no pastel section blocks, no gradient panels.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Default — every button, card, input, container |
| `{rounded.xs}` | 2px | Small badges (rare exception) |
| `{rounded.sm}` | 4px | Avatar circles squared, dropdown menus |
| `{rounded.md}` | 6px | (Used rarely; documented for completeness) |
| `{rounded.lg}` | 8px | (Used rarely; documented for completeness) |
| `{rounded.pill}` | 9999px | Status pills, badges in product UI (rare on marketing) |
The brand commits to flat 0px corners. The other tokens exist for product / mobile surfaces but rarely surface on marketing.
### Photography & Illustration Geometry
- IBM uses photography (people, hardware, sports cars) and abstract illustration (geometric mesh, dotted patterns) interchangeably.
- Image frames are flat — no rounded corners.
- Customer logo tiles sit on `{rounded.none}` 0px tiles with thin 1px borders.
## Components
### Buttons
**`button-primary`** — Blue solid CTA. The default primary across all pages.
- Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.button}`, padding 12px 16px, rounded `{rounded.none}`.
- Pressed state lives in `button-primary-pressed` (background shifts to `{colors.blue-80}`).
**`button-secondary`** — Charcoal solid button — Carbon's "secondary" treatment.
- Background `{colors.ink}`, text `{colors.inverse-ink}`, type `{typography.button}`, padding 12px 16px, rounded `{rounded.none}`.
**`button-tertiary`** — White button with blue 1px border + blue text. Used for tertiary CTAs.
- Background `{colors.canvas}`, text `{colors.primary}`, type `{typography.button}`, rounded `{rounded.none}`, padding 12px 16px. (Border in implementation: 1px `{colors.primary}`.)
**`button-ghost`** — Plain text + chevron, no background until hover.
- Background `{colors.canvas}`, text `{colors.primary}`, type `{typography.button}`, rounded `{rounded.none}`, padding 12px 16px.
**`button-danger`** — Carbon's destructive variant.
- Background `{colors.semantic-error}`, text `{colors.on-primary}`, type `{typography.button}`, rounded `{rounded.none}`, padding 12px 16px.
### Cards & Containers
**`feature-card`** — Default feature highlight tile on the home and product pages.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.none}`, padding 24px. Stroked with 1px `{colors.hairline}`.
**`feature-card-elevated`** — Same shape on `{colors.surface-1}` ground — used for "Recommended" cards in the latest-content carousel.
- Background `{colors.surface-1}`, otherwise identical structure.
**`product-card`** — Larger product showcase tile.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.none}`, padding 32px.
**`hero-card`** — Hero composition card with light-weight title, body, and CTA.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.display-md}`, rounded `{rounded.none}`, padding 48px.
**`cta-banner`** — Full-width blue CTA panel near the bottom of the page.
- Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.headline}`, rounded `{rounded.none}`, padding 48px.
**`resource-tile`** — Smaller article / case-study tile.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body-sm}`, rounded `{rounded.none}`, padding 16px.
**`customer-logo-tile`** — Single tile in the customer marquee on the home page (Ferrari, Pfizer, etc.).
- Background `{colors.canvas}`, text `{colors.ink-muted}`, type `{typography.caption}`, rounded `{rounded.none}`, padding 24px. 1px hairline border.
### Inputs & Forms
**`text-input`** + **`text-input-focused`** + **`text-input-error`** — Carbon's input chrome.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.none}`, padding 11px 16px.
- Focus state replaces the bottom 1px hairline with a 2px `{colors.primary}` underline (Carbon's signature focus treatment).
- Error state adds 2px `{colors.semantic-error}` bottom underline.
**`newsletter-input`** — The "Stay connected" newsletter capture on the home page.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.none}`, padding 11px 16px. Adjacent submit is `button-primary`.
### Tabs
**`product-tab`** + **`product-tab-selected`** — The horizontal tab strip on product pages and the home "Recommended" carousel.
- Default: `{colors.canvas}` background, `{colors.ink-muted}` text, rounded `{rounded.none}`, padding 16px 20px. Bottom 1px hairline.
- Selected: `{colors.canvas}` background, `{colors.ink}` text, `{typography.body-emphasis}` weight, bottom 2px `{colors.primary}` underline. Same padding / rounding.
### Navigation
**`top-nav`** — Sticky white bar with the IBM logomark left, nav categories center, and search / sign-in icons right.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body-sm}`, height 48px. 1px bottom hairline.
**`utility-bar`** — Slim gray ribbon above the top nav with location switch, contact, search shortcuts.
- Background `{colors.surface-1}`, text `{colors.ink-muted}`, type `{typography.caption}`, height 32px.
### Footer
**`footer`** — Charcoal footer (`{colors.inverse-canvas}`) with the IBM wordmark left and 56 columns of caption-sized links. The only inverted surface above the page break.
- Background `{colors.inverse-canvas}`, text `{colors.inverse-ink-muted}`, type `{typography.body-sm}`, padding 64px 32px.
## Do's and Don'ts
### Do
- Use `{rounded.none}` 0px on every CTA, card, input, and container. The flat-square aesthetic is the brand.
- Pair Plex Sans weight 300 for display sizes (42px+) with weight 400 for body. Resist the urge to bold the headline.
- Reserve `{colors.primary}` IBM Blue for primary CTAs, links, focused-input underlines, and CTA banner. Do not use it as a card background or eyebrow color.
- Apply `letter-spacing: 0.16px` to body sizes. It's a Carbon precision detail and part of the typographic voice.
- Use surface change (`canvas``surface-1`) and 1px hairlines for card hierarchy. Skip drop shadows.
- Stick to sentence case for eyebrows and section labels — Carbon resists all-caps tracking.
- Invert to `{colors.inverse-canvas}` only at the footer; the rest of the page stays light.
### Don't
- Don't round corners on buttons, cards, or inputs. Even 4px rounded corners break the Carbon look.
- Don't bold display headlines. Plex Sans at weight 300 is the brand voice; weight 700 makes it look generic.
- Don't add atmospheric depth (gradient backdrops, drop shadows, atmospheric overlays) outside the documented soft-blue hero gradient.
- Don't introduce a second brand color. IBM Blue is the only chromatic accent; status semantics use the documented green / yellow / red.
- Don't replace IBM Plex Sans with Inter or Helvetica without preserving the `letter-spacing: 0.16px` and weight-300 display treatment.
- Don't use pill-shaped buttons. Carbon uses square corners; pills read as a different brand.
- Don't write all-caps tracked eyebrows. Carbon's eyebrows are sentence case at 14px.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Max | 1584px | Carbon max grid; gutters expand |
| Desktop-XL | 1312px | Default desktop layout |
| Desktop | 1056px | Card grid 4-up maintained |
| Tablet | 672px | Card grid 4-up → 2-up; nav becomes hamburger |
| Mobile | 320px | Single-column; display-xl scales 76px → ~32px |
### Touch Targets
- Carbon spec: 48px minimum tap target. Buttons and inputs hold 48px on touch viewports.
- Top-nav links grow from 36px to 48px tap height on touch.
- Tab strip rows hold 48px tap height.
### Collapsing Strategy
- **Top nav**: links collapse to a hamburger overlay below 672px. Logomark and search icon stay on the bar.
- **Utility bar**: hides below 672px to reclaim vertical space.
- **Card grid**: 4-up → 2-up at 1056px → 1-up below 672px.
- **Display type**: `{typography.display-xl}` 76px scales toward 42px on mobile while preserving the weight-300 treatment.
- **Footer**: 6-column link grid → 3-column at tablet → 1-column at mobile.
### Image Behavior
- Customer logos in the marquee maintain aspect ratio and may collapse to 2-row scroll below 672px.
- Hero illustrations scale proportionally; below 672px they may stack above the headline rather than sit beside it.
## Iteration Guide
1. Focus on ONE component at a time and reference it by its `components:` token name.
2. Default body to `{typography.body}` at weight 400 with `letter-spacing: 0.16px`. Don't remove the tracking.
3. When introducing a new section, decide whether it sits on `{colors.canvas}` (default) or on `{colors.surface-1}` (alternate band). The two-surface rhythm is the rhythm.
4. Run `npx @google/design.md lint DESIGN.md` after edits.
5. Add new variants as separate component entries (`button-primary-pressed`, `text-input-error`, `text-input-focused`).
6. Treat IBM Blue as scarce: links, primary CTA, CTA banner, focus underline. Anything beyond that is drift.
7. Resist rounded corners. If a designer pushes for 4px rounding, the brand is shifting away from Carbon.
## Known Gaps
- IBM's product surfaces (cloud-pak, watson, datacap) have richer Carbon component usage (data tables, graph cells, breadcrumbs, contextual menus) that aren't present on the marketing pages inspected — those components live in Carbon's documentation rather than in the marketing extraction.
- Form-field error and validation styling is documented in Carbon docs; the inspected pages didn't render error states.
- Dark mode is documented in Carbon as Gray-100 theme but isn't exposed on these marketing pages — only the footer inverts. The full dark theme is a separate Carbon palette not extracted here.
- The community.ibm.com sub-domain uses a different chrome (community-platform white-label) that approximates Carbon but isn't strict — the documented system applies to ibm.com proper.
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# IBM Inspired Design System
# IBM Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/ibm/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Intercom-design-analysis
description: "An editorial customer-service marketing canvas built around a soft cream-white ground, charcoal type set in Saans (Intercom's proprietary geometric sans), and a single confident Fin Orange (#ff5600) reserved for the Fin AI brand. Cards live as floating white tiles with thin hairline borders and minimal radii (816px). Display headlines run Saans at weight 500 with measured negative tracking. The system reads as a careful, product-led publication: product screenshots dominate, ornament is rare, and the only place chromatic energy enters is the Fin Orange CTA."
colors:
primary: "#111111"
on-primary: "#ffffff"
ink: "#111111"
ink-muted: "#626260"
ink-subtle: "#7b7b78"
ink-tertiary: "#9c9fa5"
canvas: "#f5f1ec"
surface-1: "#ffffff"
surface-2: "#ebe7e1"
inverse-canvas: "#000000"
inverse-surface-1: "#313130"
inverse-ink: "#ffffff"
inverse-ink-muted: "#9c9fa5"
hairline: "#d3cec6"
hairline-soft: "#ebe7e1"
fin-orange: "#ff5600"
report-orange: "#fe4c02"
report-blue: "#65b5ff"
report-green: "#0bdf50"
report-pink: "#ff2067"
report-lime: "#b3e01c"
report-cyan: "#03b2cb"
brand-blue: "#0007cb"
semantic-error: "#c41c1c"
semantic-success: "#0bdf50"
typography:
display-xl:
fontFamily: Saans
fontSize: 72px
fontWeight: 500
lineHeight: 1.05
letterSpacing: -2.0px
display-lg:
fontFamily: Saans
fontSize: 56px
fontWeight: 500
lineHeight: 1.10
letterSpacing: -1.4px
display-md:
fontFamily: Saans
fontSize: 40px
fontWeight: 500
lineHeight: 1.15
letterSpacing: -0.8px
headline:
fontFamily: Saans
fontSize: 28px
fontWeight: 500
lineHeight: 1.20
letterSpacing: -0.5px
card-title:
fontFamily: Saans
fontSize: 22px
fontWeight: 500
lineHeight: 1.25
letterSpacing: -0.3px
subhead:
fontFamily: Saans
fontSize: 20px
fontWeight: 400
lineHeight: 1.40
letterSpacing: -0.2px
body-lg:
fontFamily: Saans
fontSize: 18px
fontWeight: 400
lineHeight: 1.50
letterSpacing: -0.1px
body:
fontFamily: Saans
fontSize: 16px
fontWeight: 400
lineHeight: 1.50
letterSpacing: 0
body-sm:
fontFamily: Saans
fontSize: 14px
fontWeight: 400
lineHeight: 1.50
letterSpacing: 0
caption:
fontFamily: Saans
fontSize: 12px
fontWeight: 400
lineHeight: 1.40
letterSpacing: 0
button:
fontFamily: Saans
fontSize: 15px
fontWeight: 500
lineHeight: 1.20
letterSpacing: 0
eyebrow:
fontFamily: Saans
fontSize: 14px
fontWeight: 500
lineHeight: 1.30
letterSpacing: 0
mono:
fontFamily: SaansMono
fontSize: 13px
fontWeight: 400
lineHeight: 1.50
letterSpacing: 0
rounded:
xs: 4px
sm: 6px
md: 8px
lg: 12px
xl: 16px
xxl: 24px
pill: 9999px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 24px
xl: 32px
xxl: 48px
section: 96px
components:
button-primary:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 10px 18px
button-primary-pressed:
backgroundColor: "{colors.inverse-canvas}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.md}"
button-secondary:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 10px 18px
button-tertiary:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 10px 18px
button-fin:
backgroundColor: "{colors.fin-orange}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 10px 18px
pricing-card:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.lg}"
padding: 24px
pricing-card-featured:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-primary}"
typography: "{typography.body}"
rounded: "{rounded.lg}"
padding: 24px
feature-card:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.lg}"
padding: 24px
product-mockup-card:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.xl}"
padding: 24px
testimonial-card:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body-lg}"
rounded: "{rounded.lg}"
padding: 32px
customer-logo-tile:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink-muted}"
typography: "{typography.caption}"
rounded: "{rounded.xs}"
padding: 16px
text-input:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.md}"
padding: 10px 14px
text-input-focused:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.md}"
padding: 10px 14px
pricing-tab-default:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink-muted}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 8px 16px
pricing-tab-selected:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 8px 16px
faq-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.md}"
padding: 24px
cta-banner:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.headline}"
rounded: "{rounded.lg}"
padding: 48px
startup-discount-card:
backgroundColor: "{colors.surface-2}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.lg}"
padding: 32px
top-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.xs}"
height: 56px
footer:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink-muted}"
typography: "{typography.caption}"
rounded: "{rounded.xs}"
padding: 64px 32px
---
## Overview
Intercom's marketing canvas is a soft cream-white ground (`{colors.canvas}`#f5f1ec) — not pure white. The warmth is the brand's signal: this is editorial, calm, and product-focused, not bright SaaS. On top of the cream canvas sit white floating cards (`{colors.surface-1}`), thin hairline dividers (`{colors.hairline}`), and charcoal type (`{colors.ink}` #111111).
Display type is **Saans** — Intercom's proprietary geometric sans — set at weight 500 with measured negative letter-spacing (-2.0px on 72px display). Body type is the same family at weight 400. The single proprietary mono is **SaansMono**, used sparingly for code snippets and product UI screenshots embedded in the marketing surface.
The single chromatic accent is **Fin Orange** (`{colors.fin-orange}` #ff5600) — Intercom's AI-product brand color. It surfaces on the Fin product CTA, the Fin badge in pricing, and a few inline emphasis moments. It is NOT a system primary; the system primary is charcoal `{colors.ink}`. Intercom also maintains a small **report palette** (`{colors.report-blue}`, `{colors.report-green}`, `{colors.report-pink}`, `{colors.report-lime}`) used inside in-product analytics surfaces shown in mockups.
The page rhythm is heavy on **product mockups**: every section's payload is a high-fidelity screenshot of Intercom's product UI, framed in white cards with `{rounded.xl}` 16px corners. The marketing chrome is intentionally quiet so the product can be the protagonist.
**Key Characteristics:**
- **Cream canvas** (`{colors.canvas}` #f5f1ec) is the brand's defining surface — neither white nor gray, deliberately warm.
- Product-screenshot-led page rhythm: every section centers a product mockup card, marketing chrome stays minimal.
- **Saans** proprietary sans-serif carries the entire hierarchy; SaansMono for code-only contexts.
- **Charcoal** `{colors.ink}` (#111111) is the system primary — buttons, headlines, body type all sit on charcoal.
- **Fin Orange** (`{colors.fin-orange}` #ff5600) is the AI product color — used on the Fin CTA and Fin badge, never decoratively.
- Display tracking pulls aggressively negative (-2.0px on 72px); body stays at 0.
- Card corners stay modest at `{rounded.lg}` 12px and `{rounded.xl}` 16px — never pill-rounded; never square.
## Colors
> Source pages: intercom.com (home), /pricing, /helpdesk, /customers, /helpdesk/inbox.
### Brand & Accent
- **Charcoal** ({colors.ink}): The system primary surface. Headlines, body type, primary CTA pill background — all charcoal.
- **White** ({colors.on-primary}): Text on charcoal CTAs; canvas of floating cards.
- **Fin Orange** ({colors.fin-orange}): The AI-product accent. Used on the Fin CTA, Fin badge, and a small set of inline emphasis moments.
- **Report Orange** ({colors.report-orange}): A slightly different orange used inside the report / analytics palette for in-product mockups.
- **Brand Blue** ({colors.brand-blue}): Saturated brand blue (#0007cb) — used on a small set of marketing illustrations.
### Surface
- **Canvas** ({colors.canvas}): Default page background — soft cream-white #f5f1ec.
- **Surface 1** ({colors.surface-1}): Pure white — used for floating cards (pricing, feature, product-mockup).
- **Surface 2** ({colors.surface-2}): Slightly darker cream — startup-discount banner, alt-row stripes.
- **Hairline** ({colors.hairline}): 1px borders on cards — soft warm gray (#d3cec6).
- **Hairline Soft** ({colors.hairline-soft}): Even softer dividers between FAQ rows and footer columns.
- **Inverse Canvas** ({colors.inverse-canvas}): Pure black — only on the testimonial / quote callout strip.
- **Inverse Surface 1** ({colors.inverse-surface-1}): One step lighter — hovered footer items in dark contexts.
### Text
- **Ink** ({colors.ink}): All headlines, body type, button labels — charcoal #111111.
- **Ink Muted** ({colors.ink-muted}): Secondary type at #626260 — meta info, deselected pricing tabs.
- **Ink Subtle** ({colors.ink-subtle}): Tertiary type at #7b7b78 — footer columns, helper text.
- **Ink Tertiary** ({colors.ink-tertiary}): Quaternary type at #9c9fa5 — disabled, footnotes.
- **Inverse Ink** ({colors.inverse-ink}): White on black — quote-strip type.
- **Inverse Ink Muted** ({colors.inverse-ink-muted}): Light gray on black — quote-strip meta.
### Semantic & Report Palette (in-product mockups)
- **Error Red** ({colors.semantic-error}): Form validation, destructive states.
- **Success Green** ({colors.semantic-success}): Positive states (also `{colors.report-green}`).
- **Report Blue** ({colors.report-blue}): Analytics chart blue.
- **Report Pink** ({colors.report-pink}): Analytics chart pink.
- **Report Lime** ({colors.report-lime}): Analytics chart lime.
- **Report Cyan** ({colors.report-cyan}): Phone country selector accent.
The report palette appears INSIDE product UI mockups — these are Intercom's in-product chart colors, not marketing surface colors.
## Typography
### Font Family
- **Saans** — Intercom's proprietary geometric sans, fallback `Saans Fallback, ui-sans-serif, system-ui`. Carries display, body, eyebrow, and button.
- **SaansMono** — Proprietary mono, fallback `SaansMono Fallback, ui-monospace`. Used inside code snippets shown in product mockups.
The same family carries the entire hierarchy. Hierarchy is carried by size + weight + tracking, not by family change.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 72px | 500 | 1.05 | -2.0px | Largest hero headline |
| `{typography.display-lg}` | 56px | 500 | 1.10 | -1.4px | Section opener headlines |
| `{typography.display-md}` | 40px | 500 | 1.15 | -0.8px | Sub-section headlines |
| `{typography.headline}` | 28px | 500 | 1.20 | -0.5px | Pricing tier titles, CTA banner |
| `{typography.card-title}` | 22px | 500 | 1.25 | -0.3px | Card title, feature card |
| `{typography.subhead}` | 20px | 400 | 1.40 | -0.2px | Lead body, intro paragraphs |
| `{typography.body-lg}` | 18px | 400 | 1.50 | -0.1px | Hero subhead, lead paragraphs |
| `{typography.body}` | 16px | 400 | 1.50 | 0 | Default body |
| `{typography.body-sm}` | 14px | 400 | 1.50 | 0 | Card body, footer |
| `{typography.caption}` | 12px | 400 | 1.40 | 0 | Captions, meta |
| `{typography.button}` | 15px | 500 | 1.20 | 0 | Pill / square button labels |
| `{typography.eyebrow}` | 14px | 500 | 1.30 | 0 | Section eyebrow (sentence case) |
| `{typography.mono}` | 13px | 400 | 1.50 | 0 | SaansMono for code in mockups |
### Principles
- **Weight 500 carries display.** Saans at 500 reads as confident without bold.
- **Negative letter-spacing scales with size.** -2.0px at 72px (≈3% of size), down to 0 on body.
- **Line-heights tighten on display, relax on body.** 1.05 at display-xl, 1.50 at body.
- **No mono on chrome.** SaansMono lives in product UI; marketing chrome stays in Saans.
- **Eyebrow uses sentence case** at 14px / 500 weight — no all-caps tracking.
### Note on Font Substitutes
If implementing without Saans, suitable substitutes include **Söhne** (paid), **Inter** (free, weight 500), or **Geist Sans** (free). Inter at weight 500 is the closest free substitute; SaansMono can be approximated with **JetBrains Mono** at weight 400.
## Layout
### Spacing System
- **Base unit**: 8px.
- **Tokens (front matter)**: `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 16px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 96px.
- Card interior padding: `{spacing.lg}` 24px on pricing/feature cards; `{spacing.xl}` 32px on testimonial/discount cards; `{spacing.xxl}` 48px on CTA banners.
- Pill button padding: 10px vertical · 18px horizontal.
### Grid & Container
- Max content width sits around 1280px.
- Card grids are 3-up at desktop, 2-up at tablet, 1-up at mobile.
- Pricing tier grid is 3-up; comparison strip below shows checkmarks per tier.
- Product mockup cards span full content width — they're the protagonist of every section.
### Whitespace Philosophy
The cream canvas does the work white space would in another brand. Sections separate by ample vertical breathing room (`{spacing.section}` 96px) plus the lift-onto-white cards.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 (flat) | No shadow, no border | Default for body type, hero text, footer |
| 1 (lift on cream) | `{colors.surface-1}` white background on `{colors.canvas}` cream | Pricing cards, feature cards, product mockups |
| 2 (hairline lift) | `{colors.surface-1}` + 1px `{colors.hairline}` border | Floating tiles with extra definition |
| 3 (deep accent) | `{colors.inverse-canvas}` true black | Quote / testimonial callout strip |
Intercom resists drop shadows. Depth is communicated by the white-on-cream surface change.
### Decorative Depth
- **Product UI mockups** dominate every section's right column or center band — these are screenshots, not illustrations.
- **No atmospheric gradients, no spotlight cards, no pastel section blocks.** The cream + white system is deliberately restrained.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 4px | Small chips, badges |
| `{rounded.sm}` | 6px | Inline tags |
| `{rounded.md}` | 8px | All buttons, form inputs |
| `{rounded.lg}` | 12px | Pricing cards, feature cards, FAQ rows |
| `{rounded.xl}` | 16px | Product mockup cards |
| `{rounded.xxl}` | 24px | Oversized CTA banners |
| `{rounded.pill}` | 9999px | Tab toggles |
| `{rounded.full}` | 9999px | Avatar circles |
### Photography & Illustration Geometry
- Product UI screenshots dominate the marketing surface; they sit in `{rounded.xl}` 16px tiles.
- Customer logo tiles render at small sizes (~2432px logo height) on `{colors.canvas}` cream with no border.
- Avatar circles in testimonial cards use `{rounded.full}` at 4048px sizes.
## Components
### Buttons
**`button-primary`** — Charcoal CTA. The default primary CTA across all pages.
- Background `{colors.ink}`, text `{colors.on-primary}`, type `{typography.button}`, padding 10px 18px, rounded `{rounded.md}`.
- Pressed state lives in `button-primary-pressed`.
**`button-secondary`** — White button on cream. Used for secondary CTAs.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.button}`, padding 10px 18px, rounded `{rounded.md}`. 1px `{colors.hairline}` border.
**`button-tertiary`** — Plain text button.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.button}`, rounded `{rounded.md}`, padding 10px 18px.
**`button-fin`** — Fin Orange CTA — reserved for Fin AI product CTAs.
- Background `{colors.fin-orange}`, text `{colors.on-primary}`, type `{typography.button}`, rounded `{rounded.md}`, padding 10px 18px.
### Pricing Tabs
**`pricing-tab-default`** + **`pricing-tab-selected`** — Pill-toggle on `/pricing`.
- Default: `{colors.canvas}` background, `{colors.ink-muted}` text, rounded `{rounded.pill}`.
- Selected: `{colors.surface-1}` white background, `{colors.ink}` text — selected = lift onto white.
### Cards & Containers
**`pricing-card`** — Each tier on `/pricing`.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.lg}`, padding 24px.
**`pricing-card-featured`** — Featured / recommended tier — inverts to charcoal.
- Background `{colors.ink}`, text `{colors.on-primary}`, otherwise identical structure.
**`feature-card`** — Generic feature highlight.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.lg}`, padding 24px.
**`product-mockup-card`** — The dominant card type — frames a high-fidelity product UI screenshot.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.xl}`, padding 24px.
**`testimonial-card`** — Customer quote with avatar + name + company.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body-lg}`, rounded `{rounded.lg}`, padding 32px.
**`startup-discount-card`** — The "Startups get 90% off" tinted card.
- Background `{colors.surface-2}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.lg}`, padding 32px.
**`customer-logo-tile`** — Small tile in the customer marquee.
- Background `{colors.canvas}`, text `{colors.ink-muted}`, type `{typography.caption}`, rounded `{rounded.xs}`, padding 16px.
**`cta-banner`** — Closing CTA panel near page bottom.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.headline}`, rounded `{rounded.lg}`, padding 48px.
### Inputs & Forms
**`text-input`** + **`text-input-focused`** — Form fields on contact and search overlays.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.md}`, padding 10px 14px.
### FAQ
**`faq-row`** — Expandable accordion row in the pricing FAQ.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.md}`, padding 24px. 1px `{colors.hairline-soft}` bottom rule.
### Navigation
**`top-nav`** — Sticky cream bar with the Intercom wordmark left, nav links centered, log-in + sign-up pair right.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body-sm}`, height 56px.
### Footer
**`footer`** — Dense link grid on `{colors.canvas}` cream with the Intercom wordmark left.
- Background `{colors.canvas}`, text `{colors.ink-muted}`, type `{typography.caption}`, padding 64px 32px.
## Do's and Don'ts
### Do
- Reserve `{colors.canvas}` cream as the system's anchor surface — never replace with pure white.
- Lift cards from cream onto white (`{colors.surface-1}`) for hierarchy.
- Use **`button-fin`** Fin Orange ONLY on Fin AI product CTAs and Fin badges.
- Pair Saans display at weight 500 with body at 400.
- Use product UI screenshots as the protagonist of every section.
- Use `{rounded.lg}` 12px for cards and `{rounded.xl}` 16px for product mockup tiles.
- Apply negative tracking proportionally to display sizes.
### Don't
- Don't use pure white as the canvas.
- Don't use Fin Orange as a section background or as a generic primary CTA.
- Don't add drop shadows to floating cards.
- Don't introduce a second display family.
- Don't pill-round CTAs.
- Don't write all-caps tracked eyebrows.
- Don't promote the report palette colors to brand-level surfaces.
- Don't combine charcoal CTAs and Fin Orange CTAs in the same viewport.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Desktop-XL | 1440px | Default desktop layout |
| Desktop | 1280px | Card grid 3-up maintained |
| Tablet | 1024px | Card grid 3-up → 2-up |
| Mobile-Lg | 768px | Pricing comparison becomes accordion; nav hamburger |
| Mobile | 480px | Single-column; display-xl scales 72px → ~32px |
### Touch Targets
- CTAs hold ≥40px tap height across viewports.
- Pricing tab pills hold ≥40px tap height.
- Form inputs hold ≥44px tap target on touch.
### Collapsing Strategy
- **Top nav**: links collapse to hamburger below 768px; primary CTA stays visible.
- **Card grids**: 3-up → 2-up at 1024px → 1-up below 768px.
- **Pricing comparison**: collapses into per-tier accordion below 768px.
- **Display type**: `{typography.display-xl}` 72px scales toward `{typography.display-md}` 40px on mobile.
### Image Behavior
- Product UI screenshots maintain aspect ratio and never crop.
- Customer logos in the marquee may collapse from 6-up to 3-up below 768px.
## Iteration Guide
1. Focus on ONE component at a time and reference it by its `components:` token name.
2. When introducing a section, decide first whether it sits on `{colors.canvas}` cream (default) or whether it lifts onto a `{colors.surface-1}` white card.
3. Default body to `{typography.body}` at weight 400.
4. Run `npx @google/design.md lint DESIGN.md` after edits.
5. Add new variants as separate component entries.
6. Treat Fin Orange as a product accent: Fin CTA and Fin badge only.
7. Lead every section with a product screenshot.
## Known Gaps
- The **report palette** lives in product analytics dashboards rendered inside marketing mockups; they are documented for completeness but are not brand surface colors.
- Form-field error and validation styling is not visible on the inspected pages.
- Dark mode is not documented because the marketing site does not ship a dark theme.
- The helpdesk / inbox product surfaces show in-product UI states that aren't formal marketing chrome.
- Saans and SaansMono are proprietary; an open-source substitute (Inter, Söhne, Geist) is acceptable.
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# Intercom Inspired Design System
# Intercom Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/intercom/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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# Design System Inspired by Kraken
## 1. Visual Theme & Atmosphere
Kraken's website is a clean, trustworthy crypto exchange that uses purple as its commanding brand color. The design operates on white backgrounds with Kraken Purple (`#7132f5`, `#5741d8`, `#5b1ecf`) creating a distinctive, professional crypto identity. The proprietary Kraken-Brand font handles display headings with bold (700) weight and negative tracking, while Kraken-Product (with IBM Plex Sans fallback) serves as the UI workhorse.
**Key Characteristics:**
- Kraken Purple (`#7132f5`) as primary brand with darker variants (`#5741d8`, `#5b1ecf`)
- Kraken-Brand (display) + Kraken-Product (UI) dual font system
- Near-black (`#101114`) text with cool blue-gray neutral scale
- 12px radius buttons (rounded but not pill)
- Subtle shadows (`rgba(0,0,0,0.03) 0px 4px 24px`) — whisper-level
- Green accent (`#149e61`) for positive/success states
## 2. Color Palette & Roles
### Primary
- **Kraken Purple** (`#7132f5`): Primary CTA, brand accent, links
- **Purple Dark** (`#5741d8`): Button borders, outlined variants
- **Purple Deep** (`#5b1ecf`): Deepest purple
- **Purple Subtle** (`rgba(133,91,251,0.16)`): Purple at 16% — subtle button backgrounds
- **Near Black** (`#101114`): Primary text
### Neutral
- **Cool Gray** (`#686b82`): Primary neutral, borders at 24% opacity
- **Silver Blue** (`#9497a9`): Secondary text, muted elements
- **White** (`#ffffff`): Primary surface
- **Border Gray** (`#dedee5`): Divider borders
### Semantic
- **Green** (`#149e61`): Success/positive at 16% opacity for badges
- **Green Dark** (`#026b3f`): Badge text
## 3. Typography Rules
### Font Families
- **Display**: `Kraken-Brand`, fallbacks: `IBM Plex Sans, Helvetica, Arial`
- **UI / Body**: `Kraken-Product`, fallbacks: `Helvetica Neue, Helvetica, Arial`
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing |
|------|------|------|--------|-------------|----------------|
| Display Hero | Kraken-Brand | 48px | 700 | 1.17 | -1px |
| Section Heading | Kraken-Brand | 36px | 700 | 1.22 | -0.5px |
| Sub-heading | Kraken-Brand | 28px | 700 | 1.29 | -0.5px |
| Feature Title | Kraken-Product | 22px | 600 | 1.20 | normal |
| Body | Kraken-Product | 16px | 400 | 1.38 | normal |
| Body Medium | Kraken-Product | 16px | 500 | 1.38 | normal |
| Button | Kraken-Product | 16px | 500600 | 1.38 | normal |
| Caption | Kraken-Product | 14px | 400700 | 1.431.71 | normal |
| Small | Kraken-Product | 12px | 400500 | 1.33 | normal |
| Micro | Kraken-Product | 7px | 500 | 1.00 | uppercase |
## 4. Component Stylings
### Buttons
**Primary Purple**
- Background: `#7132f5`
- Text: `#ffffff`
- Padding: 13px 16px
- Radius: 12px
**Purple Outlined**
- Background: `#ffffff`
- Text: `#5741d8`
- Border: `1px solid #5741d8`
- Radius: 12px
**Purple Subtle**
- Background: `rgba(133,91,251,0.16)`
- Text: `#7132f5`
- Padding: 8px
- Radius: 12px
**White Button**
- Background: `#ffffff`
- Text: `#101114`
- Radius: 10px
- Shadow: `rgba(0,0,0,0.03) 0px 4px 24px`
**Secondary Gray**
- Background: `rgba(148,151,169,0.08)`
- Text: `#101114`
- Radius: 12px
### Badges
- Success: `rgba(20,158,97,0.16)` bg, `#026b3f` text, 6px radius
- Neutral: `rgba(104,107,130,0.12)` bg, `#484b5e` text, 8px radius
## 5. Layout Principles
### Spacing: 1px, 2px, 3px, 4px, 5px, 6px, 8px, 10px, 12px, 13px, 15px, 16px, 20px, 24px, 25px
### Border Radius: 3px, 6px, 8px, 10px, 12px, 16px, 9999px, 50%
## 6. Depth & Elevation
- Subtle: `rgba(0,0,0,0.03) 0px 4px 24px`
- Micro: `rgba(16,24,40,0.04) 0px 1px 4px`
## 7. Do's and Don'ts
### Do
- Use Kraken Purple (#7132f5) for CTAs and links
- Apply 12px radius on all buttons
- Use Kraken-Brand for headings, Kraken-Product for body
### Don't
- Don't use pill buttons — 12px is the max radius for buttons
- Don't use other purples outside the defined scale
## 8. Responsive Behavior
Breakpoints: 375px, 425px, 640px, 768px, 1024px, 1280px, 1536px
## 9. Agent Prompt Guide
### Quick Color Reference
- Brand: Kraken Purple (`#7132f5`)
- Dark variant: `#5741d8`
- Text: Near Black (`#101114`)
- Secondary text: `#9497a9`
- Background: White (`#ffffff`)
### Example Component Prompts
- "Create hero: white background. Kraken-Brand 48px weight 700, letter-spacing -1px. Purple CTA (#7132f5, 12px radius, 13px 16px padding)."
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# Kraken Inspired Design System
# Kraken Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/kraken/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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# Design System Inspired by Lamborghini
## 1. Visual Theme & Atmosphere
Lamborghini's website is a cathedral of darkness — a digital stage where jet-black surfaces stretch infinitely and every element emerges from the void like a machine under a spotlight. The page is almost entirely black. Not dark gray, not near-black — true, uncompromising black (`#000000`) that saturates the viewport and refuses to yield. Into this abyss, white type and Lamborghini Gold (`#FFC000`) are deployed with surgical precision, creating a visual language that feels like walking through a nighttime motorsport event where every surface absorbs light except the things that matter.
The hero is a full-viewport video — dark, cinematic, immersive — showing event footage or vehicle reveals with the Lamborghini bull logo floating ethereally above. The navigation is minimal: a centered bull logo, a "MENU" hamburger on the left, and search/bookmark icons on the right, all rendered in white against the black canvas. There are no borders, no visible nav containers, no background color on the header — just white marks floating in darkness. The overall mood is nocturnal luxury: exclusive, theatrical, and deliberately intimidating. Each section transition is a scroll through darkness into the next revelation.
Typography is the voice of this darkness. LamboType — a custom Neo-Grotesk typeface created by Character Type and design agency Strichpunkt — is used for everything from 120px uppercase display headlines to 10px micro labels. Its distinctive 12° angled terminals are inspired by the aerodynamic lines of Lamborghini's super sports cars, and its proportions range from Normal to Ultracompressed width. Headlines SHOUT in uppercase at enormous scales with tight line-heights (0.92 at 120px), creating dense blocks of text that feel stamped from steel. The typeface carries hexagonal geometric DNA — constructed from hexagons, three-armed stars, and circles — that echoes throughout the interface in the hexagonal pause button and UI icons. Built on Bootstrap grid with 68 Element Plus/UI components, the technical infrastructure is substantial beneath the theatrical surface.
**Key Characteristics:**
- True black (`#000000`) dominant surfaces with white and gold as the only relief colors
- LamboType custom Neo-Grotesk font with 12° angled terminals inspired by aerodynamic car lines
- Lamborghini Gold (`#FFC000`) as the sole accent color — used exclusively for primary CTA buttons
- All-uppercase display typography at extreme scales (120px, 80px, 54px) with tight line-heights
- Full-viewport video heroes with cinematic event/vehicle content
- Zero border-radius on buttons — sharp, angular, uncompromising rectangles
- Hexagonal motifs in UI elements (pause button, icon system) echoing brand geometry
- Bootstrap grid system + Element Plus/UI 68 components underneath
- Transparent ghost buttons with white borders at 50% opacity as the secondary CTA pattern
## 2. Color Palette & Roles
### Primary
- **Lamborghini Gold** (`#FFC000`): The signature accent color — a warm, saturated amber-gold (rgb 255, 192, 0) used exclusively for primary action buttons ("Discover More", "Tickets", "Start Configuration"). The only chromatic color in the entire interface, it ignites against the black canvas like a headlight cutting through night
- **Pure White** (`#FFFFFF`): Primary text color on dark surfaces, logo rendering, nav elements, and light-mode button fills — the voice that speaks from the darkness
### Secondary & Accent
- **Dark Gold** (`#917300`): Hover/pressed state for gold buttons — a deep amber (rgb 145, 115, 0) that darkens the gold to signal interaction
- **Gold Text** (`#FFCE3E`): Slightly lighter gold variant (rgb 255, 206, 62) used for inline text accents and highlighted labels
- **Cyan Pulse** (`#29ABE2`): Electric blue-cyan (rgb 41, 171, 226) appearing as an informational accent and interactive element highlight
- **Link Blue** (`#3860BE`): Medium blue (rgb 56, 96, 190) used universally for link hover states across all text colors
### Surface & Background
- **Absolute Black** (`#000000`): The dominant surface color — used for page background, hero sections, header, footer, and most containers
- **Charcoal** (`#202020`): Elevated dark surface (rgb 32, 32, 32) — the primary "dark gray" for cards, panels, and text containers sitting above the black canvas
- **Dark Iron** (`#181818`): Subtle surface variant (rgb 24, 24, 24) — barely distinguishable from black, used for footer and deep sections
- **Overlay Black** (`rgba(0,0,0,0.7)`): Semi-transparent overlay for modals and video dimming
- **Near White** (`#F8F8F8`): Rare light surface (rgb 248, 248, 248) for content blocks in white-mode sections
- **Mist** (`#E6E6E6`): Light gray surface for secondary light-mode containers
### Neutrals & Text
- **Pure White** (`#FFFFFF`): Primary text on dark backgrounds — headlines, body, nav labels
- **Smoke** (`#F5F5F5`): Secondary text on dark surfaces — slightly softer than pure white
- **Graphite** (`#494949`): Dark gray text on light surfaces (rgb 73, 73, 73)
- **Ash** (`#7D7D7D`): Mid-range gray for muted text, timestamps, and metadata (rgb 125, 125, 125)
- **Steel** (`#969696`): Lighter gray for disabled text and subtle labels (rgb 150, 150, 150)
- **Slate** (`#666666`): Alternative mid-gray for secondary content
- **Iron** (`#555555`): Dark mid-gray for body text variants
- **Shadow** (`#313131`): Very dark gray for text on dark surfaces where white is too strong
### Semantic & Accent
- **Cyan Pulse** (`#29ABE2`): Used for informational highlights and interactive feedback
- **Link Blue** (`#3860BE`): Universal hover state for all hyperlinks
- **Teal Action** (`#1EAEDB`): Button hover background for transparent/ghost variants (rgb 30, 174, 219)
### Gradient System
- No explicit gradients in the color palette — the dark-to-light progression is achieved through surface layering: `#000000``#181818``#202020``#494949``#7D7D7D`
- Video heroes use natural atmospheric gradients from the content itself
- Top-of-page gradient: subtle dark-to-darker fade at the edges of full-bleed imagery
## 3. Typography Rules
### Font Family
- **Display & UI**: `LamboType`, Roboto, Helvetica Neue, Arial — custom Neo-Grotesk typeface by Character Type for Lamborghini's 2024 brand refresh. Available in widths from Normal to Ultracompressed and weights from Light (300) to Black. Features 12° angled terminals inspired by aerodynamic car geometry, hexagonal construction logic, and support for 200+ languages including Latin, Cyrillic, and Greek
- **Fallback/UI**: `Open Sans` — used for some button/form contexts as system fallback
- **No italic variants** observed on the marketing site — the brand voice is always upright
### Hierarchy
| Role | Size | Weight | Line Height | Letter Spacing | Notes |
|------|------|--------|-------------|----------------|-------|
| Hero Display | 120px (7.50rem) | 400 | 0.92 | normal | LamboType, uppercase, maximum impact |
| Display 2 | 80px (5.00rem) | 400 | 1.13 | normal | LamboType, uppercase, major section titles |
| Section Title | 54px (3.38rem) | 400 | 1.19 | normal | LamboType, uppercase |
| Sub-section | 40px (2.50rem) | 400 | 1.15 | normal | LamboType, uppercase |
| Feature Heading | 27px (1.69rem) | 400 | 1.37 | normal | LamboType, uppercase |
| Card Title | 24px (1.50rem) | 400 | — | normal | LamboType |
| Body Large | 18px (1.13rem) | 400 | 1.56 | normal | LamboType, mixed case and uppercase variants |
| Body / UI | 16px (1.00rem) | 400/700 | 1.50 | normal/0.16px | LamboType, primary body text |
| Button Large | 16px (1.00rem) | 400 | 1.50 | normal | Gold CTA buttons |
| Button Standard | 14.4px (0.90rem) | 300/700 | 1.00 | 0.140.2px | LamboType, uppercase, ghost buttons |
| Button Small | 13px (0.81rem) | 300/500 | 1.20 | 0.130.2px | LamboType, compact button variant |
| Caption | 14px (0.88rem) | 600/700 | 1.141.50 | -0.42px | LamboType, uppercase, negative tracking |
| Label | 12px (0.75rem) | 400/500 | 1.83 | 0.96px | LamboType, uppercase badges and micro labels |
| Micro | 10px (0.63rem) | 400 | 1.002.00 | 0.225px | LamboType, uppercase, smallest text |
### Principles
- **ALL-CAPS is the default voice**: Display and feature headings are universally uppercase. This creates a shouting, commanding tone that matches the brand's aggression
- **Extreme scale range**: From 120px heroes to 10px micro labels — a 12:1 ratio that creates dramatic visual hierarchy
- **Tight line-heights at scale**: Display sizes use 0.92-1.19 line-height, creating dense, compressed blocks of type that feel stamped rather than typeset
- **Weight 400 dominates**: Unlike many design systems that use bold for emphasis, Lamborghini's regular weight carries the headlines — the typeface itself is so distinctive it doesn't need weight variation
- **Negative tracking on captions**: -0.42px letter-spacing on 14px captions creates a compressed, technical aesthetic
- **Positive tracking on micro text**: +0.225px at 10px ensures legibility at the smallest sizes
- **Single typeface discipline**: LamboType handles everything — the 12° angled terminals and hexagonal geometry provide visual coherence across all sizes
## 4. Component Stylings
### Buttons
All buttons use **zero border-radius** — sharp, angular rectangles that echo the aggressive lines of Lamborghini vehicles.
**Gold Accent CTA** — The primary action:
- Default: bg `#FFC000` (Lamborghini Gold), text `#000000`, padding 24px, fontSize 16px, fontWeight 400, borderRadius 0px, no border
- Hover: bg `#917300` (Dark Gold), darkens significantly
- Class: `btn-accent btn-large`
- Used for: "Discover More", "Tickets", "Start Configuration"
**Transparent Ghost** — The secondary action on dark backgrounds:
- Default: bg transparent, text `#FFFFFF`, border 1px solid `#FFFFFF`, padding 16px, opacity 0.5
- Hover: bg `#1EAEDB` (Teal Action), text white, opacity 0.7
- Focus: bg `#1EAEDB`, border 1px solid `#000000`, outline 2px solid `#000000`
- Used for: secondary CTAs on hero sections and dark panels
**White Filled** — Light-mode primary:
- Default: bg `#FFFFFF`, text `#202020`, no border
- Used for: CTAs on dark sections where gold isn't appropriate
**Black Filled** — Dark filled variant:
- Default: bg `#000000`, text `#202020`
- Used for: Inverted CTA on light sections
**Gray Neutral** — Subtle action:
- Default: bg `#969696`, text `#202020`
- Used for: secondary/tertiary actions, badge-like buttons
### Cards & Containers
- Background: `#202020` (Charcoal) on black canvas, or `#000000` on lighter sections
- Border: `0px 1px solid #202020` bottom borders for section dividers
- Border-radius: 0px (completely sharp corners)
- Shadow: minimal, uses overlay opacity for depth
- Content: full-bleed photography + overlaid text in white
### Inputs & Forms
- Minimal form presence on the marketing site
- Switch elements: border-radius 20px (the only rounded element), border 1px solid `#DDDDDD`
- Cookie banner input style: white text on black with `#7D7D7D` borders
### Navigation
- **Desktop**: Centered bull logo, "MENU" hamburger with icon on left, search icon + bookmarks icon on right
- **Background**: Transparent (inherits black page background)
- **Sticky**: Fixed to top, floats above content
- **No visible borders or shadows** — elements float in the darkness
- **"MENU" label**: White text at 14px weight 400, uppercase, accompanies hamburger icon
- **Hexagonal motifs**: Pause button on hero sections uses hexagonal outline shape
### Image Treatment
- **Hero**: Full-viewport video sections (100vh) with cinematic event/vehicle footage
- **Event photography**: Full-bleed aerial shots of Lamborghini Arena events
- **Vehicle imagery**: High-contrast studio shots on dark backgrounds, full-width
- **Aspect ratios**: Predominantly 16:9 and wider for cinematic feel
- **Dark gradient overlays**: Subtle darkening at top/bottom edges of video to ensure text legibility
### Distinctive Components
- **Hexagonal Pause Button**: Video control uses a hexagonal outline (matching the brand's geometric DNA from the typeface), positioned bottom-right of hero sections
- **Progress Bar**: Thin white line at bottom of hero sections indicating video/slide progress
- **Badge/Tag**: bg `#969696`, text white, padding 8px, fontSize 10px, borderRadius 2px — tiny metallic pills
## 5. Layout Principles
### Spacing System
- **Base unit**: 8px
- **Full scale**: 2px, 4px, 5px, 8px, 10px, 12px, 15px, 16px, 20px, 24px, 32px, 40px, 48px, 56px
- **Button padding**: 16px (ghost), 24px (gold accent)
- **Section padding**: 4856px vertical, 40px horizontal
- **Small spacing**: 25px for fine adjustments (badge padding, border spacing)
### Grid & Container
- **Framework**: Bootstrap grid system (container + row + col)
- **Max width**: 1440px (largest breakpoint)
- **Columns**: Standard 12-column Bootstrap grid
- **Full-bleed**: Hero sections break out of grid to fill viewport edge-to-edge
- **Content areas**: Centered within 1200px max-width containers
### Whitespace Philosophy
Lamborghini uses darkness as whitespace. The generous black expanses between content blocks serve the same function as white space in a light design — creating breathing room that elevates each element to the status of exhibit. A model name floating in the middle of a black viewport has the same visual weight as a gallery piece on a white wall. The absence of color IS the design.
### Border Radius Scale
| Value | Context |
|-------|---------|
| 0px | Default for everything — buttons, cards, containers, images |
| 1px | Subtle span elements |
| 2px | Badges, close buttons, cookie elements — barely perceptible |
| 20px | Toggle switches only — the sole rounded element |
## 6. Depth & Elevation
| Level | Treatment | Use |
|-------|-----------|-----|
| Level 0 (Abyss) | `#000000` flat | Page background, deepest layer |
| Level 1 (Surface) | `#181818` or `#202020` | Cards, content panels, elevated sections |
| Level 2 (Overlay) | `rgba(0,0,0,0.7)` | Modal backdrops, video dimming |
| Level 3 (Fog) | `rgba(0,0,0,0.5)` | Lighter overlays, hover states |
| Level 4 (Mist) | `rgba(0,0,0,0.25)` | Subtle depth hints |
### Shadow Philosophy
Lamborghini achieves depth through surface color layering rather than shadows. On a black canvas, traditional drop shadows are invisible — instead, the system creates elevation by shifting from absolute black to progressively lighter dark grays: `#000000``#181818``#202020``#494949`. This "darkness gradient" approach means that elevated elements are literally lighter than their surroundings, inverting the traditional shadow model.
### Decorative Depth
- Full-bleed video provides atmospheric depth through cinematic lighting
- The hexagonal pause button floats with a thin white outline stroke
- Progress bars at hero section bottoms create a subtle horizon line
- No gradients, glows, or blur effects on UI elements — the photography provides all visual richness
## 7. Do's and Don'ts
### Do
- Use absolute black (`#000000`) as the primary background — never dark gray as a substitute
- Apply Lamborghini Gold (`#FFC000`) exclusively for primary CTA buttons — never for decorative purposes
- Set all display headings in uppercase with LamboType — the brand voice is always SHOUTING
- Use zero border-radius on buttons and cards — sharp angles are non-negotiable
- Maintain tight line-heights (0.921.19) on display type to create dense, architectural text blocks
- Use the transparent ghost button (white border, 50% opacity) as the secondary CTA on dark backgrounds
- Let full-viewport video/photography carry emotional weight — UI is infrastructure, not decoration
- Reserve hexagonal geometry for UI icons and the video control button
- Use weight 400 (regular) for headlines — the typeface is distinctive enough without bold emphasis
- Keep the gray palette achromatic — all neutrals are pure gray without color tinting
### Don't
- Introduce additional accent colors beyond gold — the monochrome-plus-gold system is sacred
- Apply border-radius to buttons or cards — curved edges contradict the angular vehicle aesthetic
- Use LamboType in italic or decorative styles — the brand is always upright and direct
- Add gradients to buttons or surfaces — depth comes from surface layering, not blending
- Use light backgrounds as the primary canvas — darkness is the default state, light is the exception
- Mix lowercase into display headings — the uppercase convention communicates authority and power
- Add hover animations with scale or translate — interactions should be color-only (background/opacity shifts)
- Use Open Sans for display text — LamboType must handle all visible typography
- Create busy layouts with many small elements — Lamborghini's design is about singular, bold statements
- Apply shadows to elements — on a black canvas, shadows are meaningless; use surface color shifts instead
## 8. Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|------|-------|-------------|
| Mobile Small | <425px | Single column, reduced type scale, stacked buttons |
| Mobile | 425-576px | Single column, hamburger nav, hero text ~40px |
| Tablet Small | 576-768px | 2-column grid begins, padding adjusts |
| Tablet | 768-1024px | 2-column layout, expanded hero, vehicle cards side-by-side |
| Desktop | 1024-1280px | Full navigation, 3+ column grids, display text at 80px |
| Desktop Large | 1280-1440px | Full layout, hero at 120px display, max-width containers |
| Wide | >1440px | Content centered, margins expand, hero fills viewport |
### Touch Targets
- Gold CTA buttons: 48px+ minimum height with 24px padding (exceeds WCAG 44×44px)
- Ghost buttons: 48px+ with 16px padding
- Hamburger menu: large touch target (~48px square)
- Hexagonal pause button: approximately 48px diameter
### Collapsing Strategy
- **Navigation**: Always hamburger-based ("MENU" + icon) — no horizontal nav expansion on any breakpoint
- **Hero video**: Maintains full-viewport height across all breakpoints, adjusting object-fit
- **Display type**: Scales from 120px (desktop) → 80px (tablet) → 54px/40px (mobile)
- **Button layout**: Side-by-side on desktop, stacks vertically on mobile
- **Grid columns**: 3-column → 2-column → 1-column progression
- **Section spacing**: Reduces from 56px → 40px → 24px vertical padding
### Image Behavior
- Hero videos use `object-fit: cover` to maintain cinematic framing at all sizes
- Vehicle images scale within their containers with maintained aspect ratios
- Event photography crops to viewport width on narrow screens
- Background images darken at edges to maintain text contrast on all viewports
## 9. Agent Prompt Guide
### Quick Color Reference
- Primary CTA: "Lamborghini Gold (#FFC000)"
- Background: "Absolute Black (#000000)"
- Surface: "Charcoal (#202020)"
- Heading text: "Pure White (#FFFFFF)"
- Body text: "Ash (#7D7D7D)"
- Link hover: "Link Blue (#3860BE)"
- Accent: "Cyan Pulse (#29ABE2)"
- Border: "Pure White (#FFFFFF) at 50% opacity"
### Example Component Prompts
- "Create a hero section with a full-viewport black background, the model name 'TEMERARIO' in LamboType at 120px uppercase weight 400 white text with 0.92 line-height, centered vertically, with a Lamborghini Gold (#FFC000) 'Discover More' button below — sharp corners, 0px radius, 24px padding, black text"
- "Design a transparent ghost button with 1px solid white border at 50% opacity, white text at 14.4px uppercase with 0.2px letter-spacing, padding 16px, on a black background — hover state changes to Teal Action (#1EAEDB) background with 70% opacity"
- "Build a navigation bar with zero visible background on absolute black, a centered bull logo, 'MENU' text label with hamburger icon on the left, and search + bookmark icons on the right — all in white, sticky position"
- "Create a news card grid on charcoal (#202020) background with white headlines at 27px uppercase, body text in #7D7D7D at 16px, and a white underlined 'Read More' link that turns #3860BE on hover"
- "Design a section divider using a 1px solid bottom border in #202020 on a black canvas — the elevation difference is purely through surface color shift, not shadow"
### Iteration Guide
When refining existing screens generated with this design system:
1. Focus on ONE component at a time — Lamborghini's system is extreme and every element must feel aggressive
2. Reference specific color names and hex codes from this document — the palette has only about 5 active colors
3. Use natural language descriptions, not CSS values — "sharp-cut golden rectangle" not "border-radius: 0px; background: #FFC000"
4. Describe the desired "feel" alongside specific measurements — "floating in total darkness" communicates the black canvas better than "background: #000000"
5. Remember that UPPERCASE IS THE DEFAULT — if text isn't uppercase at display sizes, it probably should be
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# Lamborghini Inspired Design System
# Lamborghini Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/lamborghini/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Linear-design-analysis
description: "A near-black product-focused marketing canvas built around #010102 (the deepest dark surface of any tool in this collection), light gray text (#f7f8f8), and the signature Linear lavender-blue (#5e6ad2) used as the single chromatic accent. The system reads as software-craft documentation: dense, technical, and quietly luxurious. Display type is set in the Linear custom sans (SF Pro Display fallback) at 500700 with measured negative tracking. Cards live as charcoal panels (#0f1011) with hairline borders. The accent lavender appears on the brand mark, focus rings, and a few intentional CTAs — never decoratively. Page rhythm leans on product UI screenshots framed in dark panels rather than atmospheric color."
colors:
primary: "#5e6ad2"
on-primary: "#ffffff"
primary-hover: "#828fff"
primary-focus: "#5e69d1"
ink: "#f7f8f8"
ink-muted: "#d0d6e0"
ink-subtle: "#8a8f98"
ink-tertiary: "#62666d"
canvas: "#010102"
surface-1: "#0f1011"
surface-2: "#141516"
surface-3: "#18191a"
surface-4: "#191a1b"
hairline: "#23252a"
hairline-strong: "#34343a"
hairline-tertiary: "#3e3e44"
inverse-canvas: "#ffffff"
inverse-surface-1: "#f5f6f6"
inverse-surface-2: "#f6f7f7"
inverse-ink: "#000000"
brand-secure: "#7a7fad"
semantic-success: "#27a644"
semantic-overlay: "#000000"
typography:
display-xl:
fontFamily: Linear Display
fontSize: 80px
fontWeight: 600
lineHeight: 1.05
letterSpacing: -3.0px
display-lg:
fontFamily: Linear Display
fontSize: 56px
fontWeight: 600
lineHeight: 1.10
letterSpacing: -1.8px
display-md:
fontFamily: Linear Display
fontSize: 40px
fontWeight: 600
lineHeight: 1.15
letterSpacing: -1.0px
headline:
fontFamily: Linear Display
fontSize: 28px
fontWeight: 600
lineHeight: 1.20
letterSpacing: -0.6px
card-title:
fontFamily: Linear Display
fontSize: 22px
fontWeight: 500
lineHeight: 1.25
letterSpacing: -0.4px
subhead:
fontFamily: Linear Display
fontSize: 20px
fontWeight: 400
lineHeight: 1.40
letterSpacing: -0.2px
body-lg:
fontFamily: Linear Text
fontSize: 18px
fontWeight: 400
lineHeight: 1.50
letterSpacing: -0.1px
body:
fontFamily: Linear Text
fontSize: 16px
fontWeight: 400
lineHeight: 1.50
letterSpacing: -0.05px
body-sm:
fontFamily: Linear Text
fontSize: 14px
fontWeight: 400
lineHeight: 1.50
letterSpacing: 0
caption:
fontFamily: Linear Text
fontSize: 12px
fontWeight: 400
lineHeight: 1.40
letterSpacing: 0
button:
fontFamily: Linear Text
fontSize: 14px
fontWeight: 500
lineHeight: 1.20
letterSpacing: 0
eyebrow:
fontFamily: Linear Text
fontSize: 13px
fontWeight: 500
lineHeight: 1.30
letterSpacing: 0.4px
mono:
fontFamily: Linear Mono
fontSize: 13px
fontWeight: 400
lineHeight: 1.50
letterSpacing: 0
rounded:
xs: 4px
sm: 6px
md: 8px
lg: 12px
xl: 16px
xxl: 24px
pill: 9999px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 24px
xl: 32px
xxl: 48px
section: 96px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 8px 14px
button-primary-pressed:
backgroundColor: "{colors.primary-focus}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.md}"
button-primary-hover:
backgroundColor: "{colors.primary-hover}"
textColor: "{colors.on-primary}"
typography: "{typography.button}"
rounded: "{rounded.md}"
button-secondary:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 8px 14px
button-tertiary:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 8px 14px
button-inverse:
backgroundColor: "{colors.inverse-canvas}"
textColor: "{colors.inverse-ink}"
typography: "{typography.button}"
rounded: "{rounded.md}"
padding: 8px 14px
pricing-card:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.lg}"
padding: 24px
pricing-card-featured:
backgroundColor: "{colors.surface-2}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.lg}"
padding: 24px
feature-card:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.lg}"
padding: 24px
product-screenshot-card:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.xl}"
padding: 24px
testimonial-card:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body-lg}"
rounded: "{rounded.lg}"
padding: 32px
customer-logo-tile:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink-subtle}"
typography: "{typography.caption}"
rounded: "{rounded.xs}"
padding: 16px
text-input:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.md}"
padding: 8px 12px
text-input-focused:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.md}"
padding: 8px 12px
pricing-tab-default:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink-subtle}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 6px 14px
pricing-tab-selected:
backgroundColor: "{colors.surface-2}"
textColor: "{colors.ink}"
typography: "{typography.button}"
rounded: "{rounded.pill}"
padding: 6px 14px
cta-banner:
backgroundColor: "{colors.surface-1}"
textColor: "{colors.ink}"
typography: "{typography.headline}"
rounded: "{rounded.lg}"
padding: 48px
changelog-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.xs}"
padding: 24px 0
status-badge:
backgroundColor: "{colors.surface-2}"
textColor: "{colors.ink-muted}"
typography: "{typography.caption}"
rounded: "{rounded.pill}"
padding: 2px 8px
top-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.xs}"
height: 56px
footer:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink-subtle}"
typography: "{typography.caption}"
rounded: "{rounded.xs}"
padding: 64px 32px
---
## Overview
Linear's marketing canvas is the deepest dark surface in this collection — `{colors.canvas}` is #010102, essentially pure black with a faint blue tint. On top sits a four-step surface ladder (`{colors.surface-1}` through `{colors.surface-4}`) for cards, panels, and lifted tiles, with hairline borders running from `{colors.hairline}` (#23252a) up through `{colors.hairline-strong}` and `{colors.hairline-tertiary}`. Light gray text (`{colors.ink}` #f7f8f8) carries the body and headlines.
The single chromatic accent is **Linear lavender-blue** `{colors.primary}` (#5e6ad2) — used on the brand mark, focus rings, and the primary CTA button. A lighter hover state (`{colors.primary-hover}` #828fff) and a focus-tinted variant (`{colors.primary-focus}` #5e69d1) extend the same hue. Linear avoids saturated greens, oranges, reds, etc. on the marketing canvas — the only semantic color is `{colors.semantic-success}` (#27a644) for status pills and the rare success indicator.
Display type runs Linear's custom sans (with `SF Pro Display` fallback) at weight 500700 with negative letter-spacing scaling from -3.0px at 80px down to 0 at body. The body family is Linear's text cut, and a Linear Mono is reserved for code snippets in product screenshots.
The page rhythm is **dense product screenshots** — Linear's marketing leads with high-fidelity captures of the product UI (issue list, project view, dashboard) framed in `{colors.surface-1}` panels with `{rounded.xl}` 16px corners. The chrome is intentionally minimal so the app screenshots can do the heavy lifting.
**Key Characteristics:**
- **Dark-canvas marketing system**`{colors.canvas}` (#010102) is the deepest dark in this collection.
- **Lavender-blue brand accent** (`{colors.primary}` #5e6ad2) — used scarcely on brand mark, focus, and the primary CTA.
- Four-step surface ladder (canvas → surface-1 → surface-2 → surface-3 → surface-4) carries hierarchy without shadow.
- Display tracking pulls aggressively negative (-3.0px at 80px); body holds at -0.05px.
- Cards use `{rounded.lg}` 12px corners with 1px hairline borders — never pill, rarely 16px.
- **Product UI screenshots** dominate the page. The marketing chrome is a dark frame for the app.
- No second chromatic color. No atmospheric gradients. No spotlight cards.
## Colors
> Source pages: linear.app (home), /intake, /pricing, /contact/sales, /build.
### Brand & Accent
- **Lavender-Blue** ({colors.primary}): The signature Linear accent — primary CTA, brand mark, link emphasis.
- **Lavender Hover** ({colors.primary-hover}): Lighter lavender (#828fff) — hovered state of the primary CTA.
- **Lavender Focus** ({colors.primary-focus}): Focus-ring tint (#5e69d1) — focused inputs, focused buttons.
- **Brand Secure** ({colors.brand-secure}): Muted lavender-gray (#7a7fad) — used in "Linear Security" surfaces.
### Surface
- **Canvas** ({colors.canvas}): Default page background — #010102, near-pure black with a faint blue tint.
- **Surface 1** ({colors.surface-1}): One step above canvas — feature cards, pricing cards, product screenshot panels.
- **Surface 2** ({colors.surface-2}): Two steps above — featured pricing card, hovered cards.
- **Surface 3** ({colors.surface-3}): Three steps above — line-tertiary backgrounds, sub-nav.
- **Surface 4** ({colors.surface-4}): Four steps above — bg-level-3, deepest lifted surface.
- **Hairline** ({colors.hairline}): 1px borders on cards and dividers.
- **Hairline Strong** ({colors.hairline-strong}): Stronger 1px borders — input focus rings.
- **Hairline Tertiary** ({colors.hairline-tertiary}): Tertiary borders for nested surfaces.
- **Inverse Canvas** ({colors.inverse-canvas}): Pure white — surface of the inverse pill CTA on a small set of section openers.
- **Inverse Surface 1** ({colors.inverse-surface-1}): One step above inverse canvas.
- **Inverse Surface 2** ({colors.inverse-surface-2}): Two steps above inverse canvas.
### Text
- **Ink** ({colors.ink}): All headlines and emphasized body type — light gray #f7f8f8.
- **Ink Muted** ({colors.ink-muted}): Secondary type at #d0d6e0 — meta info on hero panels.
- **Ink Subtle** ({colors.ink-subtle}): Tertiary type at #8a8f98 — deselected pricing tabs, footer columns.
- **Ink Tertiary** ({colors.ink-tertiary}): Quaternary at #62666d — disabled, footnotes.
### Semantic
- **Success Green** ({colors.semantic-success}): Status pills, success indicators. The only semantic color on marketing.
- **Overlay** ({colors.semantic-overlay}): Pure black overlay scrim for modals.
## Typography
### Font Family
- **Linear Display** — Linear's custom display sans; fallback `SF Pro Display, -apple-system, system-ui, Segoe UI, Roboto`. Carries display-xl through subhead.
- **Linear Text** — Linear's custom text sans (a slightly different cut tuned for body sizes); same fallback stack. Carries body sizes, button labels, captions.
- **Linear Mono** — Linear's custom mono; fallback `ui-monospace, SF Mono, Menlo`. Used for code snippets in product screenshots and for status / ID tokens.
The marketing surface treats Display and Text as one continuous voice; the family change is silent.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 80px | 600 | 1.05 | -3.0px | Largest hero headline |
| `{typography.display-lg}` | 56px | 600 | 1.10 | -1.8px | Section opener headlines |
| `{typography.display-md}` | 40px | 600 | 1.15 | -1.0px | Sub-section headlines |
| `{typography.headline}` | 28px | 600 | 1.20 | -0.6px | Pricing tier titles, CTA banner heading |
| `{typography.card-title}` | 22px | 500 | 1.25 | -0.4px | Feature card title |
| `{typography.subhead}` | 20px | 400 | 1.40 | -0.2px | Lead body, intro paragraphs |
| `{typography.body-lg}` | 18px | 400 | 1.50 | -0.1px | Hero subhead, lead paragraphs |
| `{typography.body}` | 16px | 400 | 1.50 | -0.05px | Default body |
| `{typography.body-sm}` | 14px | 400 | 1.50 | 0 | Card body, footer columns |
| `{typography.caption}` | 12px | 400 | 1.40 | 0 | Captions, meta, status |
| `{typography.button}` | 14px | 500 | 1.20 | 0 | All button labels |
| `{typography.eyebrow}` | 13px | 500 | 1.30 | 0.4px | Section eyebrow (slight positive tracking) |
| `{typography.mono}` | 13px | 400 | 1.50 | 0 | Linear Mono for code in product screenshots |
### Principles
- **Aggressive negative tracking on display** (-3.0px at 80px ≈ 4% of size).
- **Single voice from display to body.** Display-xl at 600 → body at 400 — same family, narrower weights.
- **Eyebrow uses positive tracking** (+0.4px) — contrast against the negative-tracked display marks the eyebrow as taxonomy.
- **Mono only in code contexts.** Linear Mono lives inside product screenshots — not on marketing chrome.
### Note on Font Substitutes
Linear's custom typeface isn't publicly distributed; the documented fallback `SF Pro Display, -apple-system, system-ui` is the recommended substitute on macOS. For cross-platform implementation, **Inter** at weight 500 / 600 / 700 is the closest free substitute. **Geist Sans** is also viable. For mono, **JetBrains Mono** or **Geist Mono** at weight 400 closely approximates Linear Mono.
## Layout
### Spacing System
- **Base unit**: 4px.
- **Tokens (front matter)**: `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 16px · `{spacing.lg}` 24px · `{spacing.xl}` 32px · `{spacing.xxl}` 48px · `{spacing.section}` 96px.
- Card interior padding: `{spacing.lg}` 24px on feature/pricing cards; `{spacing.xl}` 32px on testimonial cards; `{spacing.xxl}` 48px on CTA banners.
- Pill button padding: 8px vertical · 14px horizontal — Linear's compact button spec.
- Form input padding: 8px vertical · 12px horizontal.
### Grid & Container
- Max content width sits around 1280px.
- Card grids are 3-up at desktop, 2-up at tablet, 1-up at mobile.
- Pricing tier grid is 3-up; comparison strip below shows checkmarks per tier.
- Product screenshot panels span full content width — they're the protagonist.
### Whitespace Philosophy
The dark canvas IS the whitespace. Sections separate by lift onto surface-1 panels, not by gaps in white. Within a panel, generous `{spacing.lg}` 24px gaps between content blocks; `{spacing.section}` 96px between sections.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 (flat) | No shadow, no border | Default for body type, hero text, footer |
| 1 (charcoal lift) | `{colors.surface-1}` background on canvas, 1px `{colors.hairline}` | Default cards, product panels |
| 2 (surface-2 lift) | `{colors.surface-2}` background, 1px `{colors.hairline-strong}` | Featured pricing card, hovered cards |
| 3 (surface-3 lift) | `{colors.surface-3}` background | Sub-nav, dropdown menus |
| 4 (focus ring) | 2px `{colors.primary-focus}` outline at 50% opacity | Focused input, focused button |
Linear's depth is carried by surface ladder + hairline borders. The brand resists drop shadows on dark almost entirely.
### Decorative Depth
- **Product UI screenshots** dominate as decorative depth.
- **No atmospheric gradients, no spotlight cards.**
- **Subtle white edge highlight** on the top edge of lifted panels — gives the dark surface a faint "pixel rendered" feel.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 4px | Small chips, status badges |
| `{rounded.sm}` | 6px | Inline tags |
| `{rounded.md}` | 8px | All buttons, form inputs |
| `{rounded.lg}` | 12px | Pricing cards, feature cards, testimonial cards |
| `{rounded.xl}` | 16px | Product screenshot panels |
| `{rounded.xxl}` | 24px | Oversized CTA banners (rare) |
| `{rounded.pill}` | 9999px | Pricing tab toggles, status pills |
| `{rounded.full}` | 9999px | Avatar circles |
### Photography & Illustration Geometry
- Product UI screenshots dominate; they sit in `{rounded.xl}` 16px tiles with `{spacing.lg}` 24px outer padding.
- Customer logo tiles render at small sizes (~24px logo height) on `{colors.canvas}` with no border.
- Avatar circles in testimonial cards use `{rounded.full}` at 3240px sizes.
## Components
### Buttons
**`button-primary`** — Lavender CTA. The default primary CTA across all pages.
- Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.button}`, padding 8px 14px, rounded `{rounded.md}`.
- Pressed state lives in `button-primary-pressed` (background shifts to `{colors.primary-focus}`).
- Hover state lives in `button-primary-hover` (background shifts to `{colors.primary-hover}` lighter lavender).
**`button-secondary`** — Charcoal button. Used for secondary CTAs ("Sign in", "Read changelog").
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.button}`, padding 8px 14px, rounded `{rounded.md}`. 1px `{colors.hairline}` border.
**`button-tertiary`** — Plain text button.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.button}`, rounded `{rounded.md}`, padding 8px 14px.
**`button-inverse`** — White-on-dark inverse CTA.
- Background `{colors.inverse-canvas}`, text `{colors.inverse-ink}`, type `{typography.button}`, rounded `{rounded.md}`, padding 8px 14px.
### Pricing Tabs
**`pricing-tab-default`** + **`pricing-tab-selected`** — Pill-toggle on `/pricing`.
- Default: `{colors.canvas}` background, `{colors.ink-subtle}` text, rounded `{rounded.pill}`, padding 6px 14px.
- Selected: `{colors.surface-2}` background, `{colors.ink}` text — selected = surface lift.
### Cards & Containers
**`pricing-card`** — Each tier on `/pricing`.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.lg}`, padding 24px. 1px `{colors.hairline}` border.
**`pricing-card-featured`** — Recommended tier — surface lift to surface-2.
- Background `{colors.surface-2}`, otherwise identical structure.
**`feature-card`** — Generic feature highlight tile.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.lg}`, padding 24px.
**`product-screenshot-card`** — The dominant card type — frames a high-fidelity Linear app UI screenshot.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.xl}`, padding 24px.
**`testimonial-card`** — Customer quote with avatar + name + role.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body-lg}`, rounded `{rounded.lg}`, padding 32px.
**`customer-logo-tile`** — Small tile in the customer marquee.
- Background `{colors.canvas}`, text `{colors.ink-subtle}`, type `{typography.caption}`, rounded `{rounded.xs}`, padding 16px.
**`cta-banner`** — Closing CTA panel near page bottom.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.headline}`, rounded `{rounded.lg}`, padding 48px.
### Inputs & Forms
**`text-input`** + **`text-input-focused`** — Form fields on `/contact/sales` and signup overlays.
- Background `{colors.surface-1}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.md}`, padding 8px 12px.
- Focused state retains the same surface; the focus ring is a 2px `{colors.primary-focus}` outline at 50% opacity.
### Status & Build Page
**`changelog-row`** — Each row in `/build` (changelog page) listing version, date, and changes.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body}`, rounded `{rounded.xs}`, padding 24px 0. 1px `{colors.hairline}` bottom rule.
**`status-badge`** — Small status pill.
- Background `{colors.surface-2}`, text `{colors.ink-muted}`, type `{typography.caption}`, rounded `{rounded.pill}`, padding 2px 8px.
### Navigation
**`top-nav`** — Sticky dark bar with the Linear wordmark left, primary nav links centered, and a `button-secondary` ("Sign in") + `button-primary` ("Get started") pair right.
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body-sm}`, height 56px.
### Footer
**`footer`** — Dense link grid on `{colors.canvas}` with the Linear wordmark left.
- Background `{colors.canvas}`, text `{colors.ink-subtle}`, type `{typography.caption}`, padding 64px 32px.
## Do's and Don'ts
### Do
- Reserve `{colors.canvas}` (#010102) as the system's anchor surface — the faint blue tint is intentional.
- Use `{colors.primary}` lavender ONLY for: brand mark, primary CTA, focus ring, link emphasis.
- Use the four-step surface ladder for hierarchy. Avoid skipping levels.
- Pair display weight 600 with body weight 400 — Linear resists 700+ display weights.
- Apply negative letter-spacing aggressively on display.
- Use product UI screenshots as the protagonist of every section.
- Compose CTAs as `{rounded.md}` 8px corners.
### Don't
- Don't ship a light-mode marketing page.
- Don't use lavender as a section background or card fill.
- Don't introduce a second chromatic accent (orange, pink, green for marketing).
- Don't add atmospheric gradients or spotlight cards.
- Don't pill-round CTAs.
- Don't use `#000000` true black as the canvas.
- Don't combine multiple bright accents in product screenshot mockups.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Desktop-XL | 1440px | Default desktop layout |
| Desktop | 1280px | Card grid 3-up maintained |
| Tablet | 1024px | Card grid 3-up → 2-up |
| Mobile-Lg | 768px | Pricing comparison becomes accordion; nav hamburger |
| Mobile | 480px | Single-column; display-xl scales 80px → ~36px |
### Touch Targets
- CTAs hold ≥40px tap height across viewports.
- Pricing tab pills hold ≥36px tap height; touch viewports grow to ≥44px.
- Form inputs hold ≥44px tap target on touch.
### Collapsing Strategy
- **Top nav**: links collapse to hamburger below 768px.
- **Card grids**: 3-up → 2-up at 1024px → 1-up below 768px.
- **Pricing comparison**: per-tier accordion below 768px.
- **Display type**: `{typography.display-xl}` 80px scales toward `{typography.display-md}` 40px on mobile.
### Image Behavior
- Product UI screenshots maintain aspect ratio and never crop.
- Customer logos in the marquee may collapse from 6-up to 3-up below 768px.
## Iteration Guide
1. Focus on ONE component at a time and reference it by its `components:` token name.
2. When introducing a section, decide first which surface lift it lives on.
3. Default body to `{typography.body}` at weight 400.
4. Run `npx @google/design.md lint DESIGN.md` after edits.
5. Add new variants as separate component entries.
6. Treat lavender as scarce: brand mark, primary CTA, focus, link emphasis.
7. Lead every section with a product UI screenshot.
## Known Gaps
- The four-step surface ladder values are extracted directly from Linear's `--color-bg-level-3`, `--color-line-tint`, etc. CSS variables; they are Linear's canonical surface spec.
- Form-field error and validation styling is not visible on the inspected pages.
- Light mode is not documented because the marketing site does not ship a light theme.
- Linear's actual product UI uses a richer color-tag palette (red, orange, yellow, green, blue, purple) for issue priorities and project labels — those colors live in the in-product surfaces shown in mockups.
- The custom display, text, and mono families are proprietary; an open-source substitute is acceptable.
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# Linear Inspired Design System
# Linear Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/linear.app/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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# Design System Inspired by Lovable
## 1. Visual Theme & Atmosphere
Lovable's website radiates warmth through restraint. The entire page sits on a creamy, parchment-toned background (`#f7f4ed`) that immediately separates it from the cold-white conventions of most developer tool sites. This isn't minimalism for minimalism's sake — it's a deliberate choice to feel approachable, almost analog, like a well-crafted notebook. The near-black text (`#1c1c1c`) against this warm cream creates a contrast ratio that's easy on the eyes while maintaining sharp readability.
The custom Camera Plain Variable typeface is the system's secret weapon. Unlike geometric sans-serifs that signal "tech company," Camera Plain has a humanist warmth — slightly rounded terminals, organic curves, and a comfortable reading rhythm. At display sizes (48px60px), weight 600 with aggressive negative letter-spacing (-0.9px to -1.5px) compresses headlines into confident, editorial statements. The font uses `ui-sans-serif, system-ui` as fallbacks, acknowledging that the custom typeface carries the brand personality.
What makes Lovable's visual system distinctive is its opacity-driven depth model. Rather than using a traditional gray scale, the system modulates `#1c1c1c` at varying opacities (0.03, 0.04, 0.4, 0.820.83) to create a unified tonal range. Every shade of gray on the page is technically the same hue — just more or less transparent. This creates a visual coherence that's nearly impossible to achieve with arbitrary hex values. The border system follows suit: `1px solid #eceae4` for light divisions and `1px solid rgba(28, 28, 28, 0.4)` for stronger interactive boundaries.
**Key Characteristics:**
- Warm parchment background (`#f7f4ed`) — not white, not beige, a deliberate cream that feels hand-selected
- Camera Plain Variable typeface with humanist warmth and editorial letter-spacing at display sizes
- Opacity-driven color system: all grays derived from `#1c1c1c` at varying transparency levels
- Inset shadow technique on buttons: `rgba(255,255,255,0.2) 0px 0.5px 0px 0px inset, rgba(0,0,0,0.2) 0px 0px 0px 0.5px inset`
- Warm neutral border palette: `#eceae4` for subtle, `rgba(28,28,28,0.4)` for interactive elements
- Full-pill radius (`9999px`) used extensively for action buttons and icon containers
- Focus state uses `rgba(0,0,0,0.1) 0px 4px 12px` shadow for soft, warm emphasis
- shadcn/ui + Radix UI component primitives with Tailwind CSS utility styling
## 2. Color Palette & Roles
### Primary
- **Cream** (`#f7f4ed`): Page background, card surfaces, button surfaces. The foundation — warm, paper-like, human.
- **Charcoal** (`#1c1c1c`): Primary text, headings, dark button backgrounds. Not pure black — organic warmth.
- **Off-White** (`#fcfbf8`): Button text on dark backgrounds, subtle highlight. Barely distinguishable from pure white.
### Neutral Scale (Opacity-Based)
- **Charcoal 100%** (`#1c1c1c`): Primary text, headings, dark surfaces.
- **Charcoal 83%** (`rgba(28,28,28,0.83)`): Strong secondary text.
- **Charcoal 82%** (`rgba(28,28,28,0.82)`): Body copy.
- **Muted Gray** (`#5f5f5d`): Secondary text, descriptions, captions.
- **Charcoal 40%** (`rgba(28,28,28,0.4)`): Interactive borders, button outlines.
- **Charcoal 4%** (`rgba(28,28,28,0.04)`): Subtle hover backgrounds, micro-tints.
- **Charcoal 3%** (`rgba(28,28,28,0.03)`): Barely-visible overlays, background depth.
### Surface & Border
- **Light Cream** (`#eceae4`): Card borders, dividers, image outlines. The warm divider line.
- **Cream Surface** (`#f7f4ed`): Card backgrounds, section fills — same as page background for seamless integration.
### Interactive
- **Ring Blue** (`#3b82f6` at 50% opacity): `--tw-ring-color`, Tailwind focus ring.
- **Focus Shadow** (`rgba(0,0,0,0.1) 0px 4px 12px`): Focus and active state shadow — soft, warm, diffused.
### Inset Shadows
- **Button Inset** (`rgba(255,255,255,0.2) 0px 0.5px 0px 0px inset, rgba(0,0,0,0.2) 0px 0px 0px 0.5px inset, rgba(0,0,0,0.05) 0px 1px 2px 0px`): The signature multi-layer inset shadow on dark buttons.
## 3. Typography Rules
### Font Family
- **Primary**: `Camera Plain Variable`, with fallbacks: `ui-sans-serif, system-ui`
- **Weight range**: 400 (body/reading), 480 (special display), 600 (headings/emphasis)
- **Feature**: Variable font with continuous weight axis — allows fine-tuned intermediary weights like 480.
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | Notes |
|------|------|------|--------|-------------|----------------|-------|
| Display Hero | Camera Plain Variable | 60px (3.75rem) | 600 | 1.001.10 (tight) | -1.5px | Maximum impact, editorial |
| Display Alt | Camera Plain Variable | 60px (3.75rem) | 480 | 1.00 (tight) | normal | Lighter hero variant |
| Section Heading | Camera Plain Variable | 48px (3.00rem) | 600 | 1.00 (tight) | -1.2px | Feature section titles |
| Sub-heading | Camera Plain Variable | 36px (2.25rem) | 600 | 1.10 (tight) | -0.9px | Sub-sections |
| Card Title | Camera Plain Variable | 20px (1.25rem) | 400 | 1.25 (tight) | normal | Card headings |
| Body Large | Camera Plain Variable | 18px (1.13rem) | 400 | 1.38 | normal | Introductions |
| Body | Camera Plain Variable | 16px (1.00rem) | 400 | 1.50 | normal | Standard reading text |
| Button | Camera Plain Variable | 16px (1.00rem) | 400 | 1.50 | normal | Button labels |
| Button Small | Camera Plain Variable | 14px (0.88rem) | 400 | 1.50 | normal | Compact buttons |
| Link | Camera Plain Variable | 16px (1.00rem) | 400 | 1.50 | normal | Underline decoration |
| Link Small | Camera Plain Variable | 14px (0.88rem) | 400 | 1.50 | normal | Footer links |
| Caption | Camera Plain Variable | 14px (0.88rem) | 400 | 1.50 | normal | Metadata, small text |
### Principles
- **Warm humanist voice**: Camera Plain Variable gives Lovable its approachable personality. The slightly rounded terminals and organic curves contrast with the sharp geometric sans-serifs used by most developer tools.
- **Variable weight as design tool**: The font supports continuous weight values (e.g., 480), enabling nuanced hierarchy beyond standard weight stops. Weight 480 at 60px creates a display style that feels lighter than semibold but stronger than regular.
- **Compression at scale**: Headlines use negative letter-spacing (-0.9px to -1.5px) for editorial impact. Body text stays at normal tracking for comfortable reading.
- **Two weights, clear roles**: 400 (body/UI/links/buttons) and 600 (headings/emphasis). The narrow weight range creates hierarchy through size and spacing, not weight variation.
## 4. Component Stylings
### Buttons
**Primary Dark (Inset Shadow)**
- Background: `#1c1c1c`
- Text: `#fcfbf8`
- Padding: 8px 16px
- Radius: 6px
- Shadow: `rgba(0,0,0,0) 0px 0px 0px 0px, rgba(0,0,0,0) 0px 0px 0px 0px, rgba(255,255,255,0.2) 0px 0.5px 0px 0px inset, rgba(0,0,0,0.2) 0px 0px 0px 0.5px inset, rgba(0,0,0,0.05) 0px 1px 2px 0px`
- Active: opacity 0.8
- Focus: `rgba(0,0,0,0.1) 0px 4px 12px` shadow
- Use: Primary CTA ("Start Building", "Get Started")
**Ghost / Outline**
- Background: transparent
- Text: `#1c1c1c`
- Padding: 8px 16px
- Radius: 6px
- Border: `1px solid rgba(28,28,28,0.4)`
- Active: opacity 0.8
- Focus: `rgba(0,0,0,0.1) 0px 4px 12px` shadow
- Use: Secondary actions ("Log In", "Documentation")
**Cream Surface**
- Background: `#f7f4ed`
- Text: `#1c1c1c`
- Padding: 8px 16px
- Radius: 6px
- No border
- Active: opacity 0.8
- Use: Tertiary actions, toolbar buttons
**Pill / Icon Button**
- Background: `#f7f4ed`
- Text: `#1c1c1c`
- Radius: 9999px (full pill)
- Shadow: same inset pattern as primary dark
- Opacity: 0.5 (default), 0.8 (active)
- Use: Additional actions, plan mode toggle, voice recording
### Cards & Containers
- Background: `#f7f4ed` (matches page)
- Border: `1px solid #eceae4`
- Radius: 12px (standard), 16px (featured), 8px (compact)
- No box-shadow by default — borders define boundaries
- Image cards: `1px solid #eceae4` with 12px radius
### Inputs & Forms
- Background: `#f7f4ed`
- Text: `#1c1c1c`
- Border: `1px solid #eceae4`
- Radius: 6px
- Focus: ring blue (`rgba(59,130,246,0.5)`) outline
- Placeholder: `#5f5f5d`
### Navigation
- Clean horizontal nav on cream background, fixed
- Logo/wordmark left-aligned (128.75 x 22px)
- Links: Camera Plain 1416px weight 400, `#1c1c1c` text
- CTA: dark button with inset shadow, 6px radius
- Mobile: hamburger menu with 6px radius button
- Subtle border or no border on scroll
### Links
- Color: `#1c1c1c`
- Decoration: underline (default)
- Hover: primary accent (via CSS variable `hsl(var(--primary))`)
- No color change on hover — decoration carries the interactive signal
### Image Treatment
- Showcase/portfolio images with `1px solid #eceae4` border
- Consistent 12px border radius on all image containers
- Soft gradient backgrounds behind hero content (warm multi-color wash)
- Gallery-style presentation for template/project showcases
### Distinctive Components
**AI Chat Input**
- Large prompt input area with soft borders
- Suggestion pills with `#eceae4` borders
- Voice recording / plan mode toggle buttons as pill shapes (9999px)
- Warm, inviting input area — not clinical
**Template Gallery**
- Card grid showing project templates
- Each card: image + title, `1px solid #eceae4` border, 12px radius
- Hover: subtle shadow or border darkening
- Category labels as text links
**Stats Bar**
- Large metrics: "0M+" pattern in 48px+ weight 600
- Descriptive text below in muted gray
- Horizontal layout with generous spacing
## 5. Layout Principles
### Spacing System
- Base unit: 8px
- Scale: 8px, 10px, 12px, 16px, 24px, 32px, 40px, 56px, 80px, 96px, 128px, 176px, 192px, 208px
- The scale expands generously at the top end — sections use 80px208px vertical spacing for editorial breathing room
### Grid & Container
- Max content width: approximately 1200px (centered)
- Hero: centered single-column with massive vertical padding (96px+)
- Feature sections: 23 column grids
- Full-width footer with multi-column link layout
- Showcase sections with centered card grids
### Whitespace Philosophy
- **Editorial generosity**: Lovable's spacing is lavish at section boundaries (80px208px). The warm cream background makes these expanses feel cozy rather than empty.
- **Content-driven rhythm**: Tight internal spacing within cards (1224px) contrasts with wide section gaps, creating a reading rhythm that alternates between focused content and visual rest.
- **Section separation**: Footer uses `1px solid #eceae4` border and 16px radius container. Sections defined by generous spacing rather than border lines.
### Border Radius Scale
- Micro (4px): Small buttons, interactive elements
- Standard (6px): Buttons, inputs, navigation menu
- Comfortable (8px): Compact cards, divs
- Card (12px): Standard cards, image containers, templates
- Container (16px): Large containers, footer sections
- Full Pill (9999px): Action pills, icon buttons, toggles
## 6. Depth & Elevation
| Level | Treatment | Use |
|-------|-----------|-----|
| Flat (Level 0) | No shadow, cream background | Page surface, most content |
| Bordered (Level 1) | `1px solid #eceae4` | Cards, images, dividers |
| Inset (Level 2) | `rgba(255,255,255,0.2) 0px 0.5px 0px inset, rgba(0,0,0,0.2) 0px 0px 0px 0.5px inset, rgba(0,0,0,0.05) 0px 1px 2px` | Dark buttons, primary actions |
| Focus (Level 3) | `rgba(0,0,0,0.1) 0px 4px 12px` | Active/focus states |
| Ring (Accessibility) | `rgba(59,130,246,0.5)` 2px ring | Keyboard focus on inputs |
**Shadow Philosophy**: Lovable's depth system is intentionally shallow. Instead of floating cards with dramatic drop-shadows, the system relies on warm borders (`#eceae4`) against the cream surface to create gentle containment. The only notable shadow pattern is the inset shadow on dark buttons — a subtle multi-layer technique where a white highlight line sits at the top edge while a dark ring and soft drop handle the bottom. This creates a tactile, pressed-into-surface feeling rather than a hovering-above-surface feeling. The warm focus shadow (`rgba(0,0,0,0.1) 0px 4px 12px`) is deliberately diffused and large, creating a soft glow rather than a sharp outline.
### Decorative Depth
- Hero: soft, warm multi-color gradient wash (pinks, oranges, blues) behind hero — atmospheric, barely visible
- Footer: gradient background with warm tones transitioning to the bottom
- No harsh section dividers — spacing and background warmth handle transitions
## 7. Do's and Don'ts
### Do
- Use the warm cream background (`#f7f4ed`) as the page foundation — it's the brand's signature warmth
- Use Camera Plain Variable at display sizes with negative letter-spacing (-0.9px to -1.5px)
- Derive all grays from `#1c1c1c` at varying opacity levels for tonal unity
- Use the inset shadow technique on dark buttons for tactile depth
- Use `#eceae4` borders instead of shadows for card containment
- Keep the weight system narrow: 400 for body/UI, 600 for headings
- Use full-pill radius (9999px) only for action pills and icon buttons
- Apply opacity 0.8 on active states for responsive tactile feedback
### Don't
- Don't use pure white (`#ffffff`) as a page background — the cream is intentional
- Don't use heavy box-shadows for cards — borders are the containment mechanism
- Don't introduce saturated accent colors — the palette is intentionally warm-neutral
- Don't use weight 700 (bold) — 600 is the maximum weight in the system
- Don't apply 9999px radius on rectangular buttons — pills are for icon/action toggles
- Don't use sharp focus outlines — the system uses soft shadow-based focus indicators
- Don't mix border styles — `#eceae4` for passive, `rgba(28,28,28,0.4)` for interactive
- Don't increase letter-spacing on headings — Camera Plain is designed to run tight at scale
## 8. Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|------|-------|-------------|
| Mobile Small | <600px | Tight single column, reduced padding |
| Mobile | 600640px | Standard mobile layout |
| Tablet Small | 640700px | 2-column grids begin |
| Tablet | 700768px | Card grids expand |
| Desktop Small | 7681024px | Multi-column layouts |
| Desktop | 10241280px | Full feature layout |
| Large Desktop | 12801536px | Maximum content width, generous margins |
### Touch Targets
- Buttons: 8px 16px padding (comfortable touch)
- Navigation: adequate spacing between items
- Pill buttons: 9999px radius creates large tap-friendly targets
- Menu toggle: 6px radius button with adequate sizing
### Collapsing Strategy
- Hero: 60px → 48px → 36px headline scaling with proportional letter-spacing
- Navigation: horizontal links → hamburger menu at 768px
- Feature cards: 3-column → 2-column → single column stacked
- Template gallery: grid → stacked vertical cards
- Stats bar: horizontal → stacked vertical
- Footer: multi-column → stacked single column
- Section spacing: 128px+ → 64px on mobile
### Image Behavior
- Template screenshots maintain `1px solid #eceae4` border at all sizes
- 12px border radius preserved across breakpoints
- Gallery images responsive with consistent aspect ratios
- Hero gradient softens/simplifies on mobile
## 9. Agent Prompt Guide
### Quick Color Reference
- Primary CTA: Charcoal (`#1c1c1c`)
- Background: Cream (`#f7f4ed`)
- Heading text: Charcoal (`#1c1c1c`)
- Body text: Muted Gray (`#5f5f5d`)
- Border: `#eceae4` (passive), `rgba(28,28,28,0.4)` (interactive)
- Focus: `rgba(0,0,0,0.1) 0px 4px 12px`
- Button text on dark: `#fcfbf8`
### Example Component Prompts
- "Create a hero section on cream background (#f7f4ed). Headline at 60px Camera Plain Variable weight 600, line-height 1.10, letter-spacing -1.5px, color #1c1c1c. Subtitle at 18px weight 400, line-height 1.38, color #5f5f5d. Dark CTA button (#1c1c1c bg, #fcfbf8 text, 6px radius, 8px 16px padding, inset shadow) and ghost button (transparent bg, 1px solid rgba(28,28,28,0.4) border, 6px radius)."
- "Design a card on cream (#f7f4ed) background. Border: 1px solid #eceae4. Radius 12px. No box-shadow. Title at 20px Camera Plain Variable weight 400, line-height 1.25, color #1c1c1c. Body at 14px weight 400, color #5f5f5d."
- "Build a template gallery: grid of cards with 12px radius, 1px solid #eceae4 border, cream backgrounds. Each card: image with 12px top radius, title below. Hover: subtle border darkening."
- "Create navigation: sticky on cream (#f7f4ed). Camera Plain 16px weight 400 for links, #1c1c1c text. Dark CTA button right-aligned with inset shadow. Mobile: hamburger menu with 6px radius."
- "Design a stats section: large numbers at 48px Camera Plain weight 600, letter-spacing -1.2px, #1c1c1c. Labels below at 16px weight 400, #5f5f5d. Horizontal layout with 32px gap."
### Iteration Guide
1. Always use cream (`#f7f4ed`) as the base — never pure white
2. Derive grays from `#1c1c1c` at opacity levels rather than using distinct hex values
3. Use `#eceae4` borders for containment, not shadows
4. Letter-spacing scales with size: -1.5px at 60px, -1.2px at 48px, -0.9px at 36px, normal at 16px
5. Two weights: 400 (everything except headings) and 600 (headings)
6. The inset shadow on dark buttons is the signature detail — don't skip it
7. Camera Plain Variable at weight 480 is for special display moments only
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# Lovable Inspired Design System
# Lovable Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/lovable/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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# Design System Inspired by Mastercard
## 1. Visual Theme & Atmosphere
Mastercard's experience reads like a warm, editorial magazine built from soft stone and signal orange. The canvas is a muted putty-cream (`#F3F0EE`) — not white, not gray, but a color that feels like the paper of a premium annual report. On top of that canvas, everything that matters is shaped like a stadium, a pill, or a perfect circle. The dominant visual gesture is the **oversized radius**: heroes carry 40-point corners, cards go fully pill-shaped, service images are cropped into circular orbits, and buttons either complete the pill or fit snugly at 20 points. There are almost no sharp corners anywhere on the page.
The second gesture is **orbit and trajectory**. Circular image masks don't sit still — they're connected by thin, hand-drawn-feeling orange arcs that span entire viewport widths, implying a constellation of services rather than a list. Each circle has a small attached "satellite" — a white micro-CTA holding an arrow icon — docked onto its perimeter like a moon. This is the most distinctive thing about Mastercard's current design language: the circles feel like they're in motion even though the page is still.
Typography is rendered entirely in **MarkForMC**, Mastercard's proprietary geometric sans. Headlines are set at a medium weight (500) with tight negative letter-spacing (-2%), giving them confidence without shouting. Body copy runs at the same family in a slightly lighter weight (450) — a weight you rarely see on the web, chosen because it reads softer than regular 400 without feeling thin. The whole system — warm cream surfaces, pill shapes, circular portraits, traced-orange orbits, black CTAs — feels simultaneously institutional (a 60-year-old payments network) and editorial (a modern brand magazine), which is exactly the tension Mastercard wants to hold.
**Key Characteristics:**
- Warm cream canvas (`#F3F0EE`) replaces traditional white — every surface is tinted, never sterile
- Extreme border-radius as design language: 40px, 99px, 1000px dominate; anything square is a cookie-banner third-party
- Circular image portraits with attached white satellite-CTAs and traced-orange orbital paths
- Ghost "watermark" headlines (cream-on-cream text at heading scale) layered behind circle portraits
- Black primary CTAs with 20px radius in the body — the cookie-banner orange is kept to consent flows
- Floating pill-shaped navigation that docks below the viewport top with rounded shoulders
- Eyebrow labels with a tiny accent dot + uppercase bold tracking — used as the section-category signal
- Dark warm-black footer (`#141413`) with four-column link layout and large conversational headline
## 2. Color Palette & Roles
### Primary
- **Mastercard Red** (`#EB001B`): The left circle of the Mastercard mark — used only in the brand logo, never as a UI color.
- **Mastercard Yellow** (`#F79E1B`): The right circle of the Mastercard mark — used only in the brand logo, never as a UI color.
- **Ink Black** (`#141413`): The warm near-black used for primary CTAs, headline text on cream, and the footer surface. Slightly warm (the `13` blue value pulls toward the cream) so it never feels jet-black on the warm canvas.
### Secondary & Accent
- **Signal Orange** (`#CF4500`): The burnt/rust CTA orange used on consent actions and eyebrow dots. Deeper than the brand yellow, brighter than ink — it's the page's single aggressive color and must be used sparingly.
- **Light Signal Orange** (`#F37338`): A lighter carroty orange used for carousel active indicators and decorative orbital arcs. Always acts as an attention cue, never as body color.
- **Clay Brown** (`#9A3A0A`): The deep rust used for secondary link-style buttons (e.g., cookie details). Sits between ink and signal orange.
### Surface & Background
- **Canvas Cream** (`#F3F0EE`): The page canvas. Warm, putty-toned, the default body background. All editorial sections sit on this.
- **Lifted Cream** (`#FCFBFA`): One step lighter than canvas — used for nested "raised" sections that want to feel like paper laid on paper.
- **White** (`#FFFFFF`): Reserved for the floating navigation pill, modal cards, secondary button fills, and small satellite-CTA circles attached to image portraits.
- **Soft Bone** (`#F4F4F4`): A cool-gray alternative surface used inside a handful of component subregions.
### Neutrals & Text
- **Ink Black** (`#141413`): Primary headline and body text color.
- **Charcoal** (`#262627`): A slightly softer black used for some text alternates.
- **Slate Gray** (`#696969`): Muted secondary text — eyebrow label alternative, disabled states, "Privacy Choices" bottom-row text.
- **Granite** (`#555555`) and **Graphite** (`#565656`): Deeper gray for inline body accents and link alternates.
- **Dust Taupe** (`#D1CDC7`): Very muted cream-gray used for disabled or "whisper" text (e.g., placeholder-like empty state labels). Low contrast on cream; use only for subdued content.
### Semantic & Accent
- **Link Blue** (`#3860BE`): A deep, slightly dusty blue used for inline links and informational callouts. Saturated enough to read as a link without being neon.
- **Priceless Red + Yellow**: The full-color Mastercard logo mark is the only place the brand's red and yellow appear together; they lock the identity to the page without acting as a UI palette.
### Gradient System
Mastercard uses no programmatic gradients in the core UI. The visual impression of "gradient" comes from two places:
- **Circular image portraits** where a warm-orange photo subject (a card, a sunflower, a beverage) fades to the cream canvas at its edge
- **Deep card shadows** on elevated content (`rgba(0,0,0,0.08) 0px 24px 48px`) that create a soft halo beneath pill-shaped media
## 3. Typography Rules
### Font Family
- **Primary**: `MarkForMC` — Mastercard's proprietary geometric sans. Every headline, body paragraph, button, nav link, and footer link on the page.
- **Secondary**: `MarkOffcForMC` — an "Official" cut used in a minority of contexts (legal text, some forms).
- **Fallback stack**: `SofiaSans, Arial, sans-serif` — Sofia Sans is a reasonable open-source stand-in; Arial is the final web-safe fallback.
### Hierarchy
| Role | Size | Weight | Line Height | Letter Spacing | Notes |
|------|------|--------|-------------|----------------|-------|
| H1 (hero) | 64px | 500 | 64px | -1.28px (-2%) | Set to `1:1` line-height for very tight vertical rhythm on multi-line hero |
| H2 (section) | 36px | 500 | 44px | -0.72px (-2%) | Used in ghost-watermark headline treatments and section titles |
| H3 (card title) | 24px | 500 | 28.8px (1.2) | -0.48px (-2%) | Titles inside service/solution cards |
| H4 (subhead) | 14px | 700 | 18.2px (1.3) | normal | Rarely used in marketing surfaces |
| Eyebrow (H5) | 14px | 700 | 14px | 0.56px (+4%) | Uppercase, paired with a tiny accent dot (e.g., "• SERVICES") |
| Body paragraph | 16px | 450 | 22.4px (1.4) | normal | The half-step 450 weight is MarkForMC's signature — softer than 500, firmer than 400 |
| Nav link / Button label | 16px | 500 | 16px | -0.48px (-3%) | Tight, compact, no text-transform |
| Footer link | 14px | 450 | ~20px | normal | Lighter weight on dark footer for airier density |
| Footer column header | 1214px | 700 | 14px | 0.56px (+4%) | Uppercase, muted gray, short tracking |
### Principles
- **Weight 450 is load-bearing**. Most brands use 400/500/700; Mastercard uses 450 for body copy, which creates an unusually soft reading tone. Replacing it with 400 flattens the identity.
- **Tight negative tracking on headlines** (-2%) gives display text its editorial density — the words lock together rather than breathe.
- **Uppercase tracking only on the eyebrow scale** (14px / 700 / +4% tracking). Don't use uppercase anywhere else; no shouty section titles.
- **One-font system**. Resist the urge to add a second typeface for contrast. The contrast comes from scale, weight, and letter-spacing, not from a serif or display accent.
- **Line-height ratio drops with size**. H1 is 1:1, H3 is 1.2, body is 1.4. Tight display, comfortable reading.
### Note on Font Substitutes
MarkForMC is proprietary and licensed. When rebuilding a matching aesthetic without access to the original:
- **Sofia Sans** (Google Fonts) is the closest open-source match — it's already in Mastercard's declared fallback stack.
- **Inter** at weights 450/500/700 works as a generic stand-in; expect slightly taller x-height and looser letter shapes.
- **Neue Haas Grotesk** or **Geist** can approximate the geometric feel for commercial projects.
- Whichever substitute is used, preserve the **-2% letter-spacing on headlines** and the **450 body weight** (use `font-weight: 450` with variable fonts, or substitute `font-weight: 400` and tighten the letter-spacing by ~-0.5% to compensate).
## 4. Component Stylings
### Buttons
**Primary — Ink Pill**
- Background: Ink Black (`#141413`)
- Text: Canvas Cream (`#F3F0EE`) — not pure white
- Border: 1.5px solid Ink Black (same as bg, creates crisp edge)
- Radius: 20px
- Padding: 6px 24px
- Font: MarkForMC 16px / weight 500 / letter-spacing -0.32px
- Default: as above; solid warm-black pill on cream canvas
- Active / pressed: subtle inward-shrink or 2px offset (not a hover variant)
- Use for: all marketing CTAs in the page body ("Learn more", "Explore", "Discover")
**Secondary — Outlined Pill**
- Background: White (`#FFFFFF`)
- Text: Ink Black (`#141413`)
- Border: 1.5px solid Ink Black
- Radius: 20px
- Padding: 6px 24px
- Font: MarkForMC 16px / weight 450 / line-height 20.8px
- Default: white-on-cream pill with crisp ink outline
- Active / pressed: subtle compression
- Use for: secondary actions paired with a primary, or standalone utility CTAs
**Consent / Signal — Orange Pill**
- Background: Signal Orange (`#CF4500`)
- Text: White (`#FFFFFF`)
- Border: 0
- Radius: 24px
- Padding: 1px 30px (very tight vertical, wide horizontal)
- Font: MarkForMC 13px / weight 400 / letter-spacing 0.13px
- Default: as above; bright rust pill with white text
- Use for: cookie consent, privacy preference, and other legally-distinct confirmations. **Do not** use this orange for marketing CTAs — it reads as a compliance color.
**Satellite — Circular Micro-CTA**
- Background: White (`#FFFFFF`)
- Icon: Ink Black arrow (`→`) at ~20px
- Border: none
- Radius: 50% (perfect circle)
- Size: ~5060px diameter
- Shadow: none or very subtle (the portrait's shadow carries the elevation)
- Default: docks onto the bottom-right edge of a circular portrait, protruding partway outside the portrait's circle
- Use for: the primary entry point into service/solution cards; always paired with a circular portrait
**Icon-Only Circle Button (carousel, play/pause)**
- Background: transparent or white
- Icon: 1020px centered
- Border: 1px solid Ink Black (when on cream) or none (when over media)
- Radius: 50%
- Size: 40px diameter minimum for carousel controls; 80px for hero video play
- Use for: carousel pagination/play-pause, hero video play, search toggle
### Cards & Containers
**Hero Media Frame (Stadium)**
- Background: Dark video or full-bleed imagery (typically black `#000000` or `#2B2B2B` behind video)
- Radius: 40px all corners (creates a stadium shape on wide viewports)
- Width: ~full viewport minus ~48px gutter on each side
- Height: ~6070% of viewport
- Shadow: none (sits directly on canvas)
- Corners: the extreme 40px radius on a media element is the most iconic Mastercard gesture — do not round less
**Service / Solution Portrait Card**
- Shape: Perfect circle (radius 50%) or ellipse (radius 999px / 1000px)
- Diameter: 260340px desktop; ~220px mobile
- Image crop: square source, cropped to circle
- Attached element: White satellite circular CTA (see above) docked bottom-right, ~40% outside the portrait
- Eyebrow below: accent dot + uppercase label (e.g., "• SERVICES", "• SOLUTIONS")
- Title below: H3 (24px / weight 500 / -2% tracking), 12 lines max
- Decorative orbit: thin ~1px Light Signal Orange curved line spanning from this card outward to the next, implying connection
**Pill Carousel Card**
- Radius: 1000px (full pill) or 40px corners (rounded stadium)
- Width: ~4060% of viewport
- Height: ~380420px (portrait-pill orientation)
- Content: full-bleed photography with small overlaid chip labels
- Chip inside: White pill (~ 999px radius), Ink Black text, padding 8px 20px, used for category tags like "Story"
- Large inline CTA inside: Ink Pill button, oversized (padding 16px 40px, radius 40px)
**Ghost Watermark Text Block**
- Font: MarkForMC 72128px / weight 500 / tight -2% tracking
- Color: Canvas Cream slightly darkened (`#E8E2DA` or similar — cream-on-cream)
- Position: layered behind portrait circles, bleeding off the viewport edge
- Purpose: sets section theme without competing with foreground copy
### Inputs & Forms
Minimal form surface on the marketing page. The search input in the nav header is:
- Initial state: a 48px circular button with a magnifier icon
- Expanded state: horizontal input field, border `1px solid` Ink Black at ~50% opacity, radius 999px, padding 12px 24px, white background
**Country/language selector (footer)**
- Background: Ink Black (same as footer)
- Text: White
- Border: 1px solid `rgba(255,255,255,0.4)`
- Radius: 999px (full pill)
- Icon: downward chevron on the right
### Navigation
**Floating Nav Pill (desktop)**
- Container: white-to-translucent-white pill floating below the very top of the viewport with a ~24px top margin
- Radius: 999px / 1000px (full pill)
- Padding: ~16px 40px internal
- Shadow: very soft (`rgba(0, 0, 0, 0.04) 0px 4px 24px 0px`) — just enough to lift it off the cream canvas
- Content: Mastercard logo left, primary link group center ("For you", "For business", "For the world", "For innovators", "News and trends"), search icon right
- Link spacing: ~4856px gap between primary links
- Link style: Ink Black, weight 500, 16px, no underline, no pill surround until active
**Mobile Nav**
- The same pill shape but collapsed to: logo + hamburger menu button + search icon only
- Menu opens into a full-screen overlay with the primary links stacked vertically
### Image Treatment
- **Aspect ratios used**: 1:1 (all service portraits — cropped to circle), ~3:4 or ~4:5 (carousel pill cards), 16:9 or wider (hero video frame)
- **Full-bleed vs padded**: Hero is viewport-wide with gutters; service portraits are always centered in their column with generous whitespace around; footer imagery is rare
- **Masking**: Aggressive circular masking is the defining treatment — square source images are cropped to perfect circles of matching diameter. Never use rectangular service imagery.
- **Lazy loading**: Standard `loading="lazy"` with a soft blur-up transition from a cream-tinted placeholder, preserving the warm palette during load
### Decorative Orbital Lines
A signature motif: thin (~11.5px) single-weight curved lines in Light Signal Orange (`#F37338`) tracing arcs between circular portraits. These lines:
- Imply connection between service cards without literal arrows
- Span widths from ~200px up to full-viewport arcs
- Feel hand-drawn (subtle irregularity) rather than perfect CSS curves
- Appear only in sections with circular portrait content — never on pill sections, never in the footer
### Footer
- Background: Ink Black (`#141413`)
- Text: White
- Padding: 48px horizontal 100px / bottom 148px (very tall bottom space)
- Structure: large conversational H2 ("We're always here when you need us") left-aligned, then a 4-column link grid below
- Column headers: uppercase, muted, weight 700, letter-spacing +4%
- Link rows: white, weight 450, 14px; entries prefixed with a small icon (support bubble, card, map pin, question mark) for the "NEED HELP?" column
- External link marker: a small upper-right arrow (`↗`) after link text
- Bottom row (below a 1px white-at-opacity divider): copyright + privacy small-print + country-language pill dropdown + four social icons (LinkedIn, Facebook, X, YouTube)
## 5. Layout Principles
### Spacing System
- **Base unit**: 8px (confirmed by dembrandt extraction and computed styles)
- **Scale**: 8 / 16 / 24 / 32 / 48 / 64 / 96 / 128 (powers of 8)
- **Section vertical padding**: ~96128px between major sections on desktop; ~4864px on mobile
- **Card internal padding**: 3240px on desktop, ~24px on mobile
- **Nav top margin**: ~24px from viewport top (the pill floats, doesn't touch)
### Grid & Container
- **Max content width**: ~12001280px centered, with ~48100px horizontal gutter
- **Column pattern**: 12-column implied, but practical layouts use 2-up asymmetric (large headline left, supporting text right), 1-up full-bleed (hero, video), or staggered single-portrait placement (service cards sit in varying grid positions creating the "constellation" feel)
- **Footer grid**: 4 equal columns on desktop, collapses to single column accordion on mobile
### Whitespace Philosophy
Mastercard treats whitespace as structure, not absence. A typical service section has:
- A ghost headline occupying the top ~40% of the section (mostly empty cream)
- A single circular portrait positioned ~60% down, asymmetric to left or right
- ~300500px of blank canvas between the portrait and the next section
This deliberate emptiness tells the eye "slow down, read one thing at a time" — the opposite of dense dashboard UIs.
### Border Radius Scale
| Radius | Use |
|--------|-----|
| 36px | Tiny decorative elements, cookie banner micro-chips |
| 20px | Primary and secondary body CTAs (the signature button radius) |
| 24px | Consent/orange pill buttons, modal inner chips |
| 40px | Hero media frames, large section container corners, H2 pill labels |
| 50% | Circular portraits, icon-only buttons, satellite CTAs |
| 99px / 999px / 1000px | Full pill shapes — navigation, carousel cards, footer country selector, primary inline chips |
The scale is unusual: most systems use 4/8/12/16. Mastercard skips those and commits to **either small (≤6), medium-large (2040), or full-pill (99+)**. The middle ground of 812 is absent, which is why the UI feels either "precise and utility" or "soft and editorial" with no in-between.
## 6. Depth & Elevation
| Level | Treatment | Use |
|-------|-----------|-----|
| 0 | No shadow | The default — 95% of surfaces sit directly on cream canvas |
| 1 | `rgba(0, 0, 0, 0.04) 0px 4px 24px 0px` | Floating nav pill — barely-there lift |
| 2 | `rgba(0, 0, 0, 0.08) 0px 24px 48px 0px` | Hero media frames, elevated cards — a soft large-radius halo rather than a hard drop |
| 3 | `rgba(0, 0, 0, 0.25) 0px 70px 110px 0px` | Rare; dramatic elevation on a feature tile |
### Shadow Philosophy
Mastercard uses shadows as **atmospheric cushioning**, not directional light. The Level 2 shadow has a 48px spread and only 8% opacity — it barely exists as dark pixels but creates a "the card is breathing above the canvas" feel. There are almost no hard-edged, tight shadows anywhere in the system. Border lines are preferred over shadows for functional delineation (form inputs, footer divider).
### Decorative Depth
- **Orbital arcs** (Light Signal Orange, ~1px): trace connective paths across sections
- **Ghost watermark headlines**: cream-on-cream text gives sections an almost-pressed-paper quality
- **Circle-image fade**: warm-toned photography at the edge of circular portraits dissolves into the canvas, implying soft atmospheric depth
## 7. Do's and Don'ts
### Do
- Use Canvas Cream (`#F3F0EE`) as the default body background — never pure white
- Mask service/feature imagery as perfect circles, not rectangles or rounded rectangles
- Attach a white satellite CTA to the bottom-right of each circular portrait
- Set headlines in MarkForMC weight 500 with -2% letter-spacing
- Use weight 450 (not 400) for body paragraphs
- Keep primary CTAs as Ink Black pills (20px radius) with cream text
- Use Signal Orange only on consent, legal, or compliance actions
- Float the nav as a rounded white pill below the viewport top, not flush at y=0
- Build page rhythm from three surface tones: canvas cream → lifted cream → ink footer
- Use thin Light Signal Orange arcs between service cards to imply connection
### Don't
- Don't use pure white as a page background — it breaks the warm editorial tone
- Don't round image frames at 816px — Mastercard either uses full-pill, 40px, or full-circle. In-between radii look generic
- Don't use Signal Orange for marketing CTAs — it reads as cookie-consent orange and dilutes the legal color signal
- Don't mix typefaces — no serif accent, no script, no secondary display font
- Don't crowd the nav with more than six top-level links — the pill is meant to feel airy
- Don't drop hard shadows — all elevation should use 48px+ spread and ≤10% opacity
- Don't use uppercase for anything larger than the 14px eyebrow label
- Don't omit the tiny accent dot before eyebrow labels — it's the identity
- Don't place circular portraits on a grid — their magic comes from asymmetric placement
## 8. Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|------|-------|-------------|
| Mobile | ≤ 767px | Nav pill shows logo + menu + search only; primary links hide behind hamburger; service portraits stack single-column centered; hero headline drops from 64px to ~40px; footer columns collapse into a vertical accordion |
| Tablet | 7681023px | Nav pill shows 23 primary links truncated; service portraits arrange 2-up; hero headline ~48px |
| Desktop | ≥ 1024px | Full nav with 5 primary links centered; service portraits asymmetrically placed with decorative orbital lines; hero headline 64px |
| Wide | ≥ 1440px | Content max-width caps at ~1280px; gutters grow symmetrically; orbital lines extend further |
### Touch Targets
All interactive elements comfortably exceed 44×44px. The satellite CTA (circle + arrow) is ~5060px. The nav pill buttons are ~48px tall. Mobile hamburger and search are 48×48px. No link or button drops below 40px in any breakpoint.
### Collapsing Strategy
- **Nav**: full pill → compact pill with hamburger. Pill shape is preserved across breakpoints — always rounded, always floating.
- **Service grid**: asymmetric constellation → 2-up → 1-up stack. Orbital arcs are removed on mobile (they only work with asymmetric placement).
- **Spacing**: section vertical padding compresses from 128px to 48px on mobile.
- **Content**: two-column hero (headline left / supporting text right) becomes stacked (headline on top, supporting text below).
- **Footer**: 4 columns → 1 column accordion with chevron toggles per section.
### Image Behavior
Circular portraits scale proportionally (maintaining the perfect circle at every size). Hero video frames maintain their 40px radius at every breakpoint, but the frame itself shrinks with the viewport. Lazy loading is standard with a cream-tinted blur-up placeholder, preserving the palette during load.
## 9. Agent Prompt Guide
### Quick Color Reference
- Primary CTA: "Ink Black (`#141413`) — the warm near-black used for primary pill buttons and footer"
- Background: "Canvas Cream (`#F3F0EE`) — warm putty body canvas, never pure white"
- Lifted surface: "Lifted Cream (`#FCFBFA`) — one step lighter than canvas for nested sections"
- Heading text: "Ink Black (`#141413`)"
- Body text: "Ink Black (`#141413`) at weight 450"
- Muted text: "Slate Gray (`#696969`)"
- Signal / Consent: "Signal Orange (`#CF4500`) — reserve for cookie consent and legal actions"
- Accent arc: "Light Signal Orange (`#F37338`) — orbital decorative lines only"
- Border / Outline: "Ink Black at 1.5px for pill buttons; 1px at low opacity elsewhere"
- Footer: "Ink Black (`#141413`) with White text"
### Example Component Prompts
- "Create a circular portrait card 300px in diameter, with a square photograph cropped to a perfect circle. Attach a 56px white satellite button with a dark arrow icon at the bottom-right, so it protrudes ~40% outside the portrait. Below the portrait, add an eyebrow label with a Light Signal Orange dot and uppercase 'SERVICES' text in MarkForMC weight 700 at 14px. Below the eyebrow, set a 24px / weight 500 title in Ink Black."
- "Design a primary CTA button: Ink Black (`#141413`) background, Canvas Cream (`#F3F0EE`) text, 20px border-radius, 6px vertical and 24px horizontal padding, MarkForMC font at 16px weight 500 with -2% letter-spacing."
- "Build a floating navigation pill: white background with `rgba(0, 0, 0, 0.04) 0px 4px 24px 0px` shadow, 999px border-radius, ~16px vertical and 40px horizontal internal padding. Position it 24px below the viewport top, centered, with the Mastercard logo at the left, five primary links centered with 48px gap, and a circular 48px search button at the right."
- "Create a hero media frame: 40px border-radius on all corners, full viewport width minus 48px gutters, ~60% viewport height, dark background for video content. Place it directly on the cream canvas with no shadow."
- "Design a footer: Ink Black (`#141413`) background, white text, 4-column link grid with uppercase muted column headers at 14px weight 700 +4% tracking. Include a large conversational H2 above the grid, a 1px white-at-30%-opacity horizontal divider below, and a bottom row with copyright, legal small-print links, a pill-shaped country selector, and four social icons."
### Iteration Guide
When refining existing screens generated with this design system:
1. Focus on ONE component at a time — don't redesign multiple surfaces in parallel
2. Reference specific color names AND hex codes from this document
3. Use natural language ("warm putty cream", "stadium pill", "circular portrait with satellite CTA") alongside technical values
4. Describe the desired "feel" (editorial, soft, institutional) alongside specific measurements
5. When in doubt, reach for one of three radii: 20px (buttons), 40px (hero/stadium), or 999px (pill/nav)
6. Default backgrounds to Canvas Cream (`#F3F0EE`), not white — this single change shifts the entire mood toward Mastercard
### Known Gaps
- The live page uses MarkForMC, a proprietary licensed typeface. Sofia Sans is the closest open-source substitute and is listed in Mastercard's own fallback stack.
- Tablet breakpoint specifics (7681023px) were inferred from desktop and mobile captures; intermediate layouts may vary per section.
- The exact "whisper" cream tone used for ghost-watermark headlines behind circular portraits reads between `#E8E2DA` and `#D1CDC7` in captures; the precise value varies per section.
- Third-party consent orange (`#CF4500`) is Mastercard's documented consent signal and should not be confused with any marketing CTA color.
- The Mastercard logo mark (red `#EB001B` + yellow `#F79E1B`) is a brand asset, not a UI palette entry.
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# Mastercard Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/mastercard/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Meta-design-analysis
description: Meta's design system spans hardware commerce (Quest VR, Ray-Ban Meta AI glasses) and brand surfaces with a confident product-merchandising voice. The system pairs a stark white canvas with full-bleed photographic product cards, a confident Optimistic VF wordmark/headline face, dual-CTA hero patterns (black primary + outlined secondary), and a saturated cobalt blue (#0064E0) for in-product purchase actions. Pill-shaped 100px-radius buttons, generous 24-32px card rounding, and tight three-tier text hierarchy carry across homepage, product detail (PDP), buy-now configurator, and accessory subpages.
colors:
primary: "#0064e0"
primary-deep: "#0457cb"
primary-soft: "#0091ff"
on-primary: "#ffffff"
ink-button: "#000000"
on-ink-button: "#ffffff"
fb-blue: "#1876f2"
meta-link: "#385898"
oculus-purple: "#a121ce"
success: "#31a24c"
success-bg: "#24e400"
attention: "#f2a918"
warning: "#f7b928"
warning-bg: "#ffe200"
critical: "#e41e3f"
critical-strong: "#f0284a"
canvas: "#ffffff"
surface-soft: "#f1f4f7"
ink-deep: "#0a1317"
ink: "#1c1e21"
charcoal: "#444950"
slate: "#4b4c4f"
steel: "#5d6c7b"
stone: "#8595a4"
hairline: "#ced0d4"
hairline-soft: "#dee3e9"
disabled-text: "#bcc0c4"
typography:
hero-display:
fontFamily: Optimistic VF
fontSize: 64px
fontWeight: 500
lineHeight: 1.16
fontFeature: "ss01, ss02"
display-lg:
fontFamily: Optimistic VF
fontSize: 48px
fontWeight: 500
lineHeight: 1.17
fontFeature: "ss01, ss02"
heading-lg:
fontFamily: Optimistic VF
fontSize: 36px
fontWeight: 500
lineHeight: 1.28
fontFeature: "ss01, ss02"
heading-md:
fontFamily: Optimistic VF
fontSize: 28px
fontWeight: 300
lineHeight: 1.21
fontFeature: "ss01, ss02"
heading-sm:
fontFamily: Optimistic VF
fontSize: 24px
fontWeight: 500
lineHeight: 1.25
fontFeature: "ss01, ss02"
subtitle-lg:
fontFamily: Optimistic VF
fontSize: 18px
fontWeight: 700
lineHeight: 1.44
subtitle-md:
fontFamily: Optimistic VF
fontSize: 18px
fontWeight: 400
lineHeight: 1.44
body-md-bold:
fontFamily: Optimistic VF
fontSize: 16px
fontWeight: 700
lineHeight: 1.50
letterSpacing: -0.16px
body-md:
fontFamily: Optimistic VF
fontSize: 16px
fontWeight: 400
lineHeight: 1.50
letterSpacing: -0.16px
body-sm-bold:
fontFamily: Optimistic VF
fontSize: 14px
fontWeight: 700
lineHeight: 1.43
letterSpacing: -0.14px
body-sm:
fontFamily: Optimistic VF
fontSize: 14px
fontWeight: 400
lineHeight: 1.43
letterSpacing: -0.14px
caption-bold:
fontFamily: Optimistic VF
fontSize: 12px
fontWeight: 700
lineHeight: 1.33
caption:
fontFamily: Optimistic VF
fontSize: 12px
fontWeight: 400
lineHeight: 1.33
button-md:
fontFamily: Optimistic VF
fontSize: 14px
fontWeight: 700
lineHeight: 1.43
letterSpacing: -0.14px
link-md:
fontFamily: Optimistic VF
fontSize: 16px
fontWeight: 700
lineHeight: 1.50
letterSpacing: -0.16px
rounded:
xs: 2px
sm: 4px
md: 6px
lg: 8px
xl: 16px
xxl: 24px
xxxl: 32px
feature: 40px
full: 100px
circle: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 10px
md: 12px
base: 16px
lg: 20px
xl: 24px
xxl: 32px
xxxl: 40px
section-sm: 48px
section: 64px
section-lg: 80px
hero: 120px
components:
button-primary:
backgroundColor: "{colors.ink-button}"
textColor: "{colors.on-ink-button}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "14px 30px"
button-primary-pressed:
backgroundColor: "{colors.charcoal}"
textColor: "{colors.on-ink-button}"
button-primary-disabled:
backgroundColor: "{colors.disabled-text}"
textColor: "{colors.canvas}"
button-buy-cta:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "14px 30px"
button-buy-cta-pressed:
backgroundColor: "{colors.primary-deep}"
textColor: "{colors.on-primary}"
button-secondary:
backgroundColor: "transparent"
textColor: "{colors.ink-deep}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "12px 28px"
border: "2px solid {colors.ink-deep}"
button-ghost:
backgroundColor: "transparent"
textColor: "{colors.ink-deep}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "10px 22px"
border: "2px solid rgba(10, 19, 23, 0.12)"
button-pill-tab:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm-bold}"
rounded: "{rounded.full}"
padding: "8px 16px"
border: "1px solid {colors.hairline}"
button-pill-tab-active:
backgroundColor: "{colors.ink-deep}"
textColor: "{colors.canvas}"
button-icon-circular:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.circle}"
size: 40px
card-product-feature:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xxxl}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline-soft}"
card-feature-photo:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xxxl}"
padding: "0"
border: "none"
card-promo-strip:
backgroundColor: "{colors.ink-deep}"
textColor: "{colors.canvas}"
rounded: "{rounded.xxxl}"
padding: "{spacing.section}"
card-icon-feature:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xl}"
padding: "{spacing.xl}"
card-checkout-summary:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xl}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline-soft}"
shadow: "rgba(20, 22, 26, 0.3) 0px 1px 4px 0px"
product-thumbnail:
backgroundColor: "{colors.surface-soft}"
rounded: "{rounded.xl}"
padding: "{spacing.base}"
aspect-ratio: "1 / 1"
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: "{spacing.md}"
border: "1px solid {colors.hairline}"
height: 44px
text-input-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
border: "2px solid {colors.fb-blue}"
text-input-error:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
border: "1px solid {colors.critical-strong}"
search-pill:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.steel}"
typography: "{typography.body-sm}"
rounded: "{rounded.full}"
padding: "{spacing.md} {spacing.lg}"
height: 40px
radio-option:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.lg}"
border: "1px solid rgba(10, 19, 23, 0.12)"
radio-option-selected:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
border: "2px solid #0143b5"
color-swatch-circle:
rounded: "{rounded.circle}"
size: 32px
border: "2px solid {colors.canvas}"
badge-promo-yellow:
backgroundColor: "{colors.warning}"
textColor: "{colors.ink-deep}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
badge-attention:
backgroundColor: "{colors.attention}"
textColor: "{colors.canvas}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
badge-success:
backgroundColor: "{colors.success}"
textColor: "{colors.canvas}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
badge-critical:
backgroundColor: "{colors.critical}"
textColor: "{colors.canvas}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
promo-banner:
backgroundColor: "{colors.ink-deep}"
textColor: "{colors.canvas}"
typography: "{typography.body-sm-bold}"
padding: "{spacing.md} {spacing.xl}"
faq-accordion-item:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xl}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline-soft}"
why-buy-tile:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xl}"
padding: "{spacing.xxl} {spacing.xl}"
border: "1px solid {colors.hairline-soft}"
warranty-card:
backgroundColor: "{colors.surface-soft}"
rounded: "{rounded.xxl}"
padding: "{spacing.xxl}"
footer-region:
backgroundColor: "{colors.canvas}"
textColor: "{colors.steel}"
typography: "{typography.body-sm}"
padding: "{spacing.section} {spacing.xxl}"
border: "1px solid {colors.hairline-soft}"
hero-band-marketing:
backgroundColor: "{colors.canvas}"
textColor: "{colors.canvas}"
typography: "{typography.hero-display}"
rounded: "{rounded.xxxl}"
padding: "{spacing.section-lg}"
product-gallery-pdp:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xxxl}"
padding: "{spacing.base}"
color-sku-picker-row:
backgroundColor: "{colors.surface-soft}"
rounded: "{rounded.lg}"
padding: "{spacing.base}"
feature-icon-row:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xl}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline-soft}"
tech-specs-table:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.lg}"
padding: "{spacing.lg}"
border: "1px solid {colors.hairline-soft}"
testimonial-customer-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.xl}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline-soft}"
---
## Overview
Meta's commerce surfaces (homepage, Quest configurator, Ray-Ban product detail, prescription page) read as a confident hardware merchandiser. The brand voice is photography-first: large, full-bleed product imagery dominates above-the-fold real estate, with white space and tight typographic hierarchy carrying the rest. The system has a recognizable dual-CTA pattern — a black pill-shaped primary on marketing surfaces shifting to a saturated cobalt blue ({colors.primary}) inside the buy-now flows, paired with an outlined ghost button for secondary navigation.
Optimistic VF — Meta's variable display face — anchors the entire system, ranging from a 64px hero display down to a 12px caption. The face's `ss01` and `ss02` stylistic sets are switched on across every heading role, contributing to the brand's slightly humanist, friendly geometric character. Below 768px the system collapses cleanly: hero stacks, pill nav becomes a hamburger, three-up feature grids flatten to a single column, and product configurators drop their right-rail summary into a sticky bottom bar.
**Key Characteristics:**
- Stark white canvas ({colors.canvas}) carrying full-bleed product photography with `{rounded.xxxl}` (32px) corner softening on showcase tiles
- Two-tier primary button system: marketing CTAs use {colors.ink-button} pills; commerce CTAs use {colors.primary} cobalt pills inside buy-now panels
- Optimistic VF as the universal display + body face with consistent `ss01, ss02` OpenType features
- Pill-shaped buttons ({rounded.full}) and `{rounded.xxxl}`/`{rounded.feature}` cards as the dominant geometric signature
- Saturated promotional banners (yellow {colors.warning}, dark {colors.ink-deep}) used sparingly above the nav for time-bound offers
- Photographic feature cards with no card chrome (no border, no shadow) — the product imagery IS the surface treatment
## Colors
> Source pages: meta.com/ (homepage), /ai-glasses/ray-ban-meta-skyler-gen-2/ (PDP), /quest/quest-3s/buy-now/ (configurator), /ai-glasses/prescription/ (lens upsell). Token coverage was identical across all four pages — the design system is genuinely unified.
### Brand & Accent
- **Cobalt Primary** ({colors.primary}): The buy-now CTA color. Used on every "Add to cart", "Configure", "Pre-order" button inside the commerce flow and the right-rail purchase panel.
- **Deep Cobalt** ({colors.primary-deep}): Pressed-state and dark-surface variant of the cobalt primary; also the active link color.
- **Soft Cobalt** ({colors.primary-soft}): Translucent background tint for informational callouts (`{colors.primary-soft}` at 15% alpha).
- **Facebook Blue** ({colors.fb-blue}): Selected radio/checkbox state and inline form-control activation color.
- **Meta Link Blue** ({colors.meta-link}): Reserved for legacy navigation and footer link affordances.
- **Oculus Purple** ({colors.oculus-purple}): VR product accent — used inside Quest-branded surfaces for category emphasis.
### Surface
- **Canvas White** ({colors.canvas}): Page background and primary card surface.
- **Soft Cloud** ({colors.surface-soft}): Subtle product-thumbnail and warranty-card background; also the search-pill rest state.
- **Hairline Gray** ({colors.hairline}): 1px input border and form-control divider.
- **Hairline Soft** ({colors.hairline-soft}): Quieter divider used on cards, footer separators, and section breaks.
### Text
- **Deep Ink** ({colors.ink-deep}): Primary headline and body text on light surfaces.
- **Ink** ({colors.ink}): Standard body and secondary headline text.
- **Charcoal** ({colors.charcoal}): Tertiary body text and form-button labels.
- **Slate** ({colors.slate}): Section-header copy and supporting microcopy.
- **Steel** ({colors.steel}): Quieter caption text and footer link hierarchy.
- **Stone** ({colors.stone}): Disabled or de-emphasized labels.
### Semantic
- **Success** ({colors.success}): "In stock", "Free returns" affirmations.
- **Attention** ({colors.attention}): Mid-priority alerts and timed callouts.
- **Warning** ({colors.warning}): Promotional banners ("Get 25% off…") and limited-time tags.
- **Critical** ({colors.critical}): Validation errors, destructive feedback.
- **Critical Strong** ({colors.critical-strong}): Form-input error border and inline error labels.
## Typography
### Font Family
**Optimistic VF** is Meta's proprietary variable display face. Fallbacks: Montserrat, Helvetica, Arial, Noto Sans. The variable axes carry from 300 (light heading-md, used for editorial intro headlines like "Look forward") through 500 (display, hero, heading-sm) up to 700 (subtitle, body emphasis, button labels). Stylistic sets `ss01` and `ss02` are switched on across every heading role — they soften the geometry and give the type a slightly humanist breathing.
A secondary Helvetica fallback chain is used for technical microcopy (12px) inside spec sheets and footer fine print.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | OpenType | Use |
|---|---|---|---|---|---|---|
| `{typography.hero-display}` | 64px | 500 | 1.16 | 0 | ss01, ss02 | Homepage hero ("Get 25% off…", category opener) |
| `{typography.display-lg}` | 48px | 500 | 1.17 | 0 | ss01, ss02 | Section-opener display ("Made for prescriptions. Built for comfort.") |
| `{typography.heading-lg}` | 36px | 500 | 1.28 | 0 | ss01, ss02 | Subsection headlines ("Why buy from Meta", "Tech specs") |
| `{typography.heading-md}` | 28px | 300 | 1.21 | 0 | ss01, ss02 | Editorial subheads in lighter weight ("Look forward", "Built for prescriptions") |
| `{typography.heading-sm}` | 24px | 500 | 1.25 | 0 | ss01, ss02 | Card titles, feature-tile headers |
| `{typography.subtitle-lg}` | 18px | 700 | 1.44 | 0 | — | Bold callouts, FAQ question titles |
| `{typography.subtitle-md}` | 18px | 400 | 1.44 | 0 | — | Body lead and longer-line subtitles |
| `{typography.body-md}` | 16px | 400 | 1.50 | -0.16px | — | Primary body text |
| `{typography.body-md-bold}` | 16px | 700 | 1.50 | -0.16px | — | Body emphasis and link-md |
| `{typography.body-sm}` | 14px | 400 | 1.43 | -0.14px | — | Secondary body, helper text |
| `{typography.body-sm-bold}` | 14px | 700 | 1.43 | -0.14px | — | Pill tab labels, footer headings |
| `{typography.caption-bold}` | 12px | 700 | 1.33 | 0 | — | Badge labels, timestamps |
| `{typography.caption}` | 12px | 400 | 1.33 | 0 | — | Footer fine print, legal microcopy |
| `{typography.button-md}` | 14px | 700 | 1.43 | -0.14px | — | Pill button labels |
| `{typography.link-md}` | 16px | 700 | 1.50 | -0.16px | — | Inline navigation links |
### Principles
- Negative letter-spacing on body roles (`-0.14px` to `-0.16px`) tightens the type fractionally — Optimistic VF was designed for this snug-but-not-condensed setting.
- Editorial subheads use the 300 weight to introduce visual rest between the 500-weight display headlines and the 400-weight body, creating a three-tier visual rhythm.
- All headings carry `ss01, ss02` stylistic sets together — the design treats them as a paired alternates package, never one without the other.
- Buttons, pill tabs, and footer headings share `{typography.body-sm-bold}` (14px / 700 / -0.14px), creating a tight visual relationship between interactive elements.
## Layout
### Spacing System
- **Base unit**: 4px increment with 8px as the dominant primary step.
- **Tokens**: `{spacing.xxs}` (4px) · `{spacing.xs}` (8px) · `{spacing.sm}` (10px) · `{spacing.md}` (12px) · `{spacing.base}` (16px) · `{spacing.lg}` (20px) · `{spacing.xl}` (24px) · `{spacing.xxl}` (32px) · `{spacing.xxxl}` (40px) · `{spacing.section-sm}` (48px) · `{spacing.section}` (64px) · `{spacing.section-lg}` (80px) · `{spacing.hero}` (120px).
- **Section rhythm**: Marketing sections separate at `{spacing.section-lg}` (80px); product detail sections compress to `{spacing.section}` (64px); FAQ stacks tighten further to `{spacing.xxl}` (32px).
- **Card internal padding**: Standard `{spacing.xxl}` (32px); icon-feature tiles compress to `{spacing.xl}` (24px); promo-strip cards expand to `{spacing.section}` (64px) for hero presence.
### Grid & Container
- Marketing page max-width sits around 1280px with 3248px gutters.
- The PDP layout uses a 2-column split: hero gallery (~58% width) + sticky purchase rail (~42%, with `max-width: 380px` on the rail).
- Three-up feature grids ("Why buy from Meta") use a 24px column gap; six-up product thumbnail rows (color/SKU pickers) use a 12px gap.
### Whitespace Philosophy
Whitespace is product-photography-first. Hero sections give product imagery 5070% of the viewport height; copy is given oxygen to breathe in `{spacing.xxl}` to `{spacing.xxxl}` blocks above and below. Inside the configurator, whitespace tightens — the buy-now panel is information-dense, with `{spacing.base}` to `{spacing.lg}` rhythm between option groups.
## Elevation & Depth
The system runs predominantly flat. Elevation is reserved for two interaction layers:
| Level | Treatment | Use |
|---|---|---|
| 0 (flat) | No shadow; `{rounded.xxxl}` rounding + `{colors.hairline-soft}` border | Default product cards, why-buy tiles |
| 1 (subtle) | `rgba(0, 0, 0, 0.2) 1px 1px 0px 0px` | Pill-tab activation indicator |
| 2 (sticky panel) | `rgba(20, 22, 26, 0.3) 0px 1px 4px 0px` | PDP right-rail purchase summary, sticky mobile checkout bar |
### Decorative Depth
- Photography-as-depth: full-bleed product imagery on `{rounded.xxxl}` cards creates atmospheric layering without shadows.
- Translucent overlays (`rgba(255, 255, 255, 0.1)` to `rgba(10, 19, 23, 0.12)`) cover dark hero photography to lift legibility of overlaid text.
- Decorative pastel tints inside accessory cards — soft pink, ice-blue, mint — appear briefly behind product cutouts but are NOT formalized as system tokens (treated as photographic content).
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 2px | Inline checkbox marks, fine UI corners |
| `{rounded.sm}` | 4px | Tags, micro-controls |
| `{rounded.md}` | 6px | Square thumbnail rounding |
| `{rounded.lg}` | 8px | Form inputs, radio-option containers |
| `{rounded.xl}` | 16px | Standard feature cards, FAQ accordion items |
| `{rounded.xxl}` | 24px | Warranty / accessory tiles, ghost-style action cards |
| `{rounded.xxxl}` | 32px | Photographic feature cards, big promo strips |
| `{rounded.feature}` | 40px | Accessory hero panels, "Built for prescriptions" cards |
| `{rounded.full}` | 100px | Pill buttons, tab chips, badges |
| `{rounded.circle}` | 50% | Color swatches, circular icon buttons |
### Photography Geometry
- Product hero photography sits in `{rounded.xxxl}` (32px) frames more often than rectangles.
- Color/material swatches are perfect circles (`{rounded.circle}`, 32px diameter, 2px white border ring when selected).
- Square product thumbnails (`aspect-ratio: 1/1`) use `{rounded.xl}` rounding.
- Six-up "color & SKU" picker rows use 1:1 aspect tiles with `{rounded.lg}` (8px) corners — tighter than the hero photography frames to differentiate selection-grid context from showcase context.
## Components
> Per the no-hover policy, hover states are NOT documented for any component below. Default and pressed/active states only.
### Buttons
**`button-primary`** — Black pill primary CTA for marketing surfaces ("Shop", "Pre-order").
- Background `{colors.ink-button}`, text `{colors.on-ink-button}`, typography `{typography.button-md}`, padding `14px 30px`, rounded `{rounded.full}`.
- Pressed state `button-primary-pressed` flips background to `{colors.charcoal}`.
- Disabled state `button-primary-disabled` uses `{colors.disabled-text}` background.
**`button-buy-cta`** — Cobalt pill primary CTA for commerce flows ("Add to cart", "Configure", "Continue").
- Background `{colors.primary}`, text `{colors.on-primary}`, typography `{typography.button-md}`, padding `14px 30px`, rounded `{rounded.full}`.
- Pressed state `button-buy-cta-pressed` deepens background to `{colors.primary-deep}`.
- This variant ONLY appears inside the buy-now configurator and PDP purchase rail. Marketing surfaces use `button-primary` instead.
**`button-secondary`** — Outlined ghost CTA, often paired with primary in dual-CTA hero patterns.
- Background transparent, text `{colors.ink-deep}`, border `2px solid {colors.ink-deep}`, typography `{typography.button-md}`, padding `12px 28px`, rounded `{rounded.full}`.
**`button-ghost`** — Quieter outlined variant used for tertiary CTAs.
- Background transparent, text `{colors.ink-deep}`, border `2px solid rgba(10, 19, 23, 0.12)`, typography `{typography.button-md}`, padding `10px 22px`, rounded `{rounded.full}`.
**`button-pill-tab`** + **`button-pill-tab-active`** — Top-of-page category navigation pills ("Glasses / Quest / Apps").
- Inactive: background `{colors.canvas}`, text `{colors.ink}`, border `1px solid {colors.hairline}`, padding `8px 16px`, rounded `{rounded.full}`.
- Active: background `{colors.ink-deep}`, text `{colors.canvas}`. No border in active state — the dark fill replaces it.
**`button-icon-circular`** — 40×40px circular utility buttons (carousel arrows, share, favorite).
- Background `{colors.canvas}`, icon color `{colors.ink}`, rounded `{rounded.circle}`.
### Cards & Containers
**`card-product-feature`** — White feature card with product photography and copy (homepage "Designed for sport", "Advanced. Inside and out.").
- Background `{colors.canvas}`, rounded `{rounded.xxxl}`, padding `{spacing.xxl}`, border `1px solid {colors.hairline-soft}`.
**`card-feature-photo`** — Edge-to-edge photographic showcase tile with NO chrome (homepage "Built for prescriptions" full-bleed glasses card).
- Background `{colors.canvas}` (visible only at the corners), rounded `{rounded.xxxl}`, no padding, no border. The image fills the card; copy is overlaid bottom-left in white.
**`card-promo-strip`** — Dark full-width promo card with embedded copy + CTAs (homepage "Meta Quest brings the magic of virtual reality" wide strip).
- Background `{colors.ink-deep}`, text `{colors.canvas}`, rounded `{rounded.xxxl}`, padding `{spacing.section}`.
**`card-icon-feature`** — Three-up feature tile with line icon, headline, and short copy ("Free 2-day delivery", "Free 30-day returns", "Worry-free warranty", "Buy now, pay later").
- Background `{colors.canvas}`, rounded `{rounded.xl}`, padding `{spacing.xl}`, border `1px solid {colors.hairline-soft}`.
**`card-checkout-summary`** — PDP right-rail sticky summary with title, price, color picker, "Add to cart" button.
- Background `{colors.canvas}`, rounded `{rounded.xl}`, padding `{spacing.xl}`, border `1px solid {colors.hairline-soft}`, shadow `rgba(20, 22, 26, 0.3) 0px 1px 4px 0px`.
**`product-thumbnail`** — Square product image cell used in color/SKU pickers and "People also bought" rows.
- Background `{colors.surface-soft}`, rounded `{rounded.xl}`, padding `{spacing.base}`, aspect-ratio `1 / 1`.
**`warranty-card`** — Promo callout for warranty + finance offers ("1y Warranty", "Meta Horizon+").
- Background `{colors.surface-soft}`, rounded `{rounded.xxl}`, padding `{spacing.xxl}`. Uses pastel-tinted variants for additional perks.
**`why-buy-tile`** — 4-up reassurance tile row in the lower marketing zone.
- Background `{colors.canvas}`, rounded `{rounded.xl}`, padding `{spacing.xxl} {spacing.xl}`, border `1px solid {colors.hairline-soft}`. Heading in `{typography.subtitle-lg}`, body in `{typography.body-sm}`.
### Inputs & Forms
**`text-input`** — Standard form field (footer email subscribe, support form).
- Background `{colors.canvas}`, text `{colors.ink}`, border `1px solid {colors.hairline}`, rounded `{rounded.lg}`, padding `{spacing.md}`, height 44px.
**`text-input-focused`** — Activated state.
- Border switches to `2px solid {colors.fb-blue}`.
**`text-input-error`** — Validation error state.
- Border switches to `1px solid {colors.critical-strong}`; error label below in `{colors.critical-strong}` `{typography.body-sm}`.
**`search-pill`** — Top-nav search field.
- Background `{colors.surface-soft}`, text `{colors.steel}`, typography `{typography.body-sm}`, rounded `{rounded.full}`, height 40px.
**`radio-option`** + **`radio-option-selected`** — Configurator option cards (storage, color variant, shipping option).
- Inactive: background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.lg}`, border `1px solid rgba(10, 19, 23, 0.12)`.
- Selected: border switches to `2px solid #0143b5` (deep cobalt) — the cobalt theme persists into form-control selection signaling.
**`color-swatch-circle`** — Round color/material picker (Ray-Ban frame finishes, glass colors).
- 32px diameter, `{rounded.circle}`, `2px solid {colors.canvas}` ring on selection over the swatch's own fill color.
### Badges & Status
**`badge-promo-yellow`** — Limited-time offer chip ("Limited time", "Sale").
- Background `{colors.warning}`, text `{colors.ink-deep}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`badge-attention`** — Mid-priority status indicator ("Almost gone", "Selling fast").
- Background `{colors.attention}`, text `{colors.canvas}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`badge-success`** — Affirmative status ("In stock", "Verified", "Free shipping").
- Background `{colors.success}`, text `{colors.canvas}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`badge-critical`** — Urgent/destructive label ("Out of stock", "Discontinued", error chips).
- Background `{colors.critical}`, text `{colors.canvas}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`promo-banner`** — Sticky full-width promotional strip ABOVE the top nav ("Get 25% off the #1 selling AI glasses").
- Background `{colors.ink-deep}` (or `{colors.warning}` for yellow promo variants), text `{colors.canvas}` (or `{colors.ink-deep}` on yellow), typography `{typography.body-sm-bold}`, padding `{spacing.md} {spacing.xl}`. Carries one-line offer copy plus an inline CTA link.
### Navigation
**Top Navigation (Desktop)** — Sticky white bar with category pill tabs, search, account, cart.
- Background `{colors.canvas}`, height ~64px with bottom `1px solid {colors.hairline-soft}`.
- Left: Meta wordmark logo (61×14px). Center: pill-tab category nav. Right: search-pill + circular icon buttons (account, cart).
**Top Navigation (Mobile)** — Compressed to logo + hamburger + cart icon. Pill-tab nav slides into a full-screen drawer below 768px.
**Promo Banner** — Full-width strip ABOVE the nav for time-bound offers.
- Background `{colors.ink-deep}` or `{colors.warning}` (yellow), text `{colors.canvas}` or `{colors.ink-deep}`, typography `{typography.body-sm-bold}`, padding `{spacing.md} {spacing.xl}`. Carries one-line offer copy + inline link.
**Breadcrumb (PDP)** — Inline path above the product hero ("Glasses Ray-Ban Meta Skyler (Gen 2)").
- Typography `{typography.body-sm}`, separator dot in `{colors.stone}`, active leaf in `{colors.ink}`, parent links in `{colors.steel}`.
### Signature Components
**`hero-band-marketing`** — Full-bleed photographic hero with overlaid copy + dual-CTA pair.
- Edge-to-edge product photography on a dark or photographic background. Overlay copy in `{typography.hero-display}` white. Below the title: 1-line subtitle in `{typography.subtitle-md}` then `button-primary` + `button-secondary` pair.
**`product-gallery-pdp`** — Product detail page main hero: 4-up vertical thumbnail strip on the left, large product image center, sticky purchase rail right.
- Thumbnails: 80×80px, `{rounded.lg}`, `{colors.surface-soft}` background, 1px `{colors.hairline-soft}` border (active border switches to `{colors.ink-deep}`).
- Main image area: ~720×720px on desktop, `{rounded.xxxl}` rounding, photographic surface.
- Sticky rail uses `card-checkout-summary`.
**`color-sku-picker-row`** — Six-up grid of square product variants with name + price below each.
- Tile background `{colors.surface-soft}`, rounded `{rounded.lg}`, image padded `{spacing.base}`. Active tile border switches to `2px solid {colors.ink-deep}`. Below the tile: variant name in `{typography.body-sm-bold}` and price in `{typography.body-sm}`.
**`feature-icon-row`** — Four reassurance benefits ("Free 2-day delivery", "Free 30-day returns", "Worry-free warranty", "Buy now, pay later").
- 4-column grid, each cell uses `card-icon-feature` chrome with a 32px line icon at top, headline `{typography.subtitle-lg}`, body `{typography.body-sm}`.
**`faq-accordion`** — Vertical stack of expandable Q&A items.
- Each item uses `faq-accordion-item` chrome. Question in `{typography.subtitle-lg}` left, chevron icon (`{colors.steel}`, 20px) right. Expanded answer drops in `{typography.body-md}` text below with `{spacing.base}` top padding.
**`tech-specs-table`** — Two-column key/value table for product specifications.
- Row layout: spec label (`{typography.body-sm-bold}` `{colors.ink}`) left, spec value (`{typography.body-sm}` `{colors.charcoal}`) right. Row separator `1px solid {colors.hairline-soft}`. Section headers in `{typography.heading-sm}` above each spec group.
**`testimonial-customer-card`** — Small editorial card with author + quote + photo.
- Background `{colors.canvas}`, rounded `{rounded.xl}`, padding `{spacing.xxl}`, border `1px solid {colors.hairline-soft}`. Avatar circle 40px, byline in `{typography.body-sm-bold}`, quote in `{typography.body-md}`.
**`footer-region`** — Dense multi-column site footer.
- Background `{colors.canvas}`, top border `1px solid {colors.hairline-soft}`, padding `{spacing.section} {spacing.xxl}`. Six column groups with section headings in `{typography.body-sm-bold}` `{colors.ink}` and link lists in `{typography.body-sm}` `{colors.steel}`. Bottom row contains language picker, region selector, legal links in `{typography.caption}` `{colors.stone}`.
## Do's and Don'ts
### Do
- Reserve `{colors.primary}` (cobalt) for buy-now CTAs only — its visual weight is meaningful precisely because it doesn't appear on marketing pages.
- Use `{colors.ink-button}` (black) for marketing-surface primary CTAs. Pair with `{colors.button-secondary}` ghost outline for the secondary action.
- Apply `{rounded.full}` to every button, every category pill, every badge, every chip — buttons are NEVER squared in Meta's system.
- Apply `{rounded.xxxl}` to photographic product cards and `{rounded.xl}` to icon-feature tiles to maintain the visible card-hierarchy contrast.
- Switch on `ss01, ss02` together for any Optimistic VF heading. Never one stylistic set without the other.
- Use the 300-weight `{typography.heading-md}` for editorial subheads — it creates the brand's signature visual rhythm against the 500-weight displays.
### Don't
- Don't use `{colors.primary}` (cobalt) for marketing-surface primary buttons — it conflicts with Meta's brand-history positioning of black-CTA-on-white-canvas marketing.
- Don't introduce additional accent colors beyond cobalt + Oculus purple. The hardware brand is deliberately monochromatic outside its product photography.
- Don't soften the corners of pill buttons below `{rounded.full}`. The pill is a brand signature.
- Don't run feature cards without rounding — `{rounded.xxxl}` is the minimum for any photographic surface.
- Don't reduce `{typography.body-md}` line-height below 1.50 — the negative letter-spacing already tightens the metric and any further compression breaks legibility.
- Don't apply heavy shadows to marketing cards. Elevation is a commerce-flow signal, not a marketing flourish.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile (small) | < 480px | Single column. Hero text drops to `{typography.display-lg}` or smaller. Pill tabs collapse into hamburger drawer. PDP gallery stacks above purchase rail; rail becomes sticky bottom bar. |
| Mobile (large) | 480 767px | Same as small but feature tiles render two-up. |
| Tablet | 768 1023px | Two-column feature grids. Pill-tab nav returns. PDP gallery + purchase rail render side-by-side at compressed proportions (~60/40). |
| Desktop | 1024 1359px | Full three- and four-up feature grids; full pill-tab category nav; PDP at standard 58/42 split. |
| Wide Desktop | ≥ 1360px | Same as desktop with wider hero gutters and larger product photography. |
### Touch Targets
- Pill buttons render at 4044px effective height (with the 14px button text + `14px 30px` padding). Above the WCAG AAA 44px floor.
- Circular icon buttons are 40×40px — at the AA floor; bumps to 44×44px on mobile via override.
- Color swatch circles are 32×32px. To hit AAA, the swatch carries a 12px clear hit zone around it (effective hit target ~56px).
- Form inputs render at 44px height to align with primary button height.
### Collapsing Strategy
- **Promo banner** stays full-width on all breakpoints; truncates with ellipsis on small mobile, retains the inline link affordance.
- **Pill-tab nav** below 768px collapses into a hamburger drawer; the active tab is rendered as a label inside the closed nav.
- **PDP layout**: gallery stacks above the purchase summary at < 1024px; the summary becomes a sticky bottom bar with price + "Add to cart" button at < 768px. The full summary remains scrollable above the sticky bar.
- **Feature grids** (3-up, 4-up) collapse to 2-up at 7681023px and 1-up at < 768px. Card padding compresses from `{spacing.xxl}` to `{spacing.xl}` at the 1-up breakpoint.
- **Hero typography**: `{typography.hero-display}` (64px) drops to `{typography.heading-lg}` (36px) at < 768px and `{typography.heading-sm}` (24px) at < 480px.
- **Footer**: 6-column desktop layout reflows to 2-column at tablet and accordion-collapsed groups at mobile.
### Image Behavior
- Product photography uses 1:1 (thumbnails, color pickers), 4:3 (PDP gallery), and 16:9 (homepage promo strips) ratios.
- Hero photography is full-bleed with `{rounded.xxxl}` corners; lazy-loaded below the fold.
- Product variant images preserve their `{rounded.lg}` thumbnails across all breakpoints — they never go full-width on mobile.
## Iteration Guide
1. Focus on ONE component at a time. The system has high internal consistency — small precision wins compound.
2. Reference component names and tokens directly (`{colors.primary}`, `{component-name}-pressed`, `{rounded.full}`) — do not paraphrase.
3. Run `npx @google/design.md lint DESIGN.md` after edits to catch broken refs, contrast issues, orphaned tokens.
4. Add new variants as separate `components:` entries (`-pressed`, `-disabled`, `-focused`) — do not bury them inside prose.
5. Default to `{typography.body-md}` for body and `{typography.subtitle-lg}` for emphasis. Headlines step down through `hero-display → display-lg → heading-lg → heading-md → heading-sm`.
6. Keep `{colors.primary}` (cobalt) scarce. If it appears outside the buy-now flow on a viewport, ask whether the surface really needs to look like a checkout panel.
7. Pill-shaped buttons (`{rounded.full}`) always; squared buttons signal "third-party widget" in this design language and should be filtered out of any work surface.
## Known Gaps
- Selected/checked states for non-button form controls (toggle, multi-select) were not visible on the captured surfaces — implement following the cobalt-on-white pattern from `radio-option-selected`.
- Animation/transition timings are not extracted; recommend 150250ms ease-out for primary surface transitions and 300ms ease-in-out for accordion expand/collapse.
- Specific dark-mode token values for canvas, surface, ink, and hairline are not defined; the brand has not surfaced a published dark-mode token set on these commerce pages.
- Pastel decorative tints inside accessory cards (soft pink, ice blue, mint) appear visually but are not formalized — treat them as photographic content, not as system colors.
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# Meta Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/meta/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: MiniMax-design-analysis
description: MiniMax presents itself as a premium AI infrastructure brand through a striking duality — bold black-pill CTAs and stark white canvas for marketing, paired with vibrant gradient product cards (orange-red, magenta-pink, purple, blue) that turn each model release into a distinctive visual identity. The system uses DM Sans across all surfaces, employs an oversized 80px hero display, anchors major actions in deep near-black pills, and layers content density via a 3-column documentation grid with sidebar nav, prose body, and TOC. Coverage spans the marketing homepage, model showcase pages, developer documentation, and platform pricing surfaces.
colors:
primary: "#0a0a0a"
on-primary: "#ffffff"
primary-soft: "#181e25"
brand-coral: "#ff5530"
brand-magenta: "#ea5ec1"
brand-blue: "#1456f0"
brand-blue-mid: "#3b82f6"
brand-blue-deep: "#1d4ed8"
brand-blue-700: "#17437d"
brand-cyan: "#3daeff"
brand-blue-200: "#bfdbfe"
brand-purple: "#a855f7"
canvas: "#ffffff"
surface: "#f7f8fa"
surface-soft: "#f2f3f5"
hairline: "#e5e7eb"
hairline-soft: "#eaecf0"
ink: "#0a0a0a"
ink-strong: "#000000"
charcoal: "#222222"
slate: "#45515e"
steel: "#5f5f5f"
stone: "#8e8e93"
muted: "#a8aab2"
success-bg: "#e8ffea"
success-text: "#1ba673"
on-dark: "#ffffff"
footer-bg: "#0a0a0a"
typography:
hero-display:
fontFamily: DM Sans
fontSize: 80px
fontWeight: 600
lineHeight: 1.10
letterSpacing: -2px
display-lg:
fontFamily: DM Sans
fontSize: 56px
fontWeight: 600
lineHeight: 1.10
letterSpacing: -1.5px
heading-lg:
fontFamily: DM Sans
fontSize: 40px
fontWeight: 600
lineHeight: 1.20
letterSpacing: -1px
heading-md:
fontFamily: DM Sans
fontSize: 32px
fontWeight: 600
lineHeight: 1.25
letterSpacing: -0.5px
heading-sm:
fontFamily: DM Sans
fontSize: 24px
fontWeight: 600
lineHeight: 1.30
card-title:
fontFamily: DM Sans
fontSize: 20px
fontWeight: 600
lineHeight: 1.40
subtitle:
fontFamily: DM Sans
fontSize: 18px
fontWeight: 500
lineHeight: 1.50
body-md:
fontFamily: DM Sans
fontSize: 16px
fontWeight: 400
lineHeight: 1.50
body-md-bold:
fontFamily: DM Sans
fontSize: 16px
fontWeight: 700
lineHeight: 1.50
body-sm:
fontFamily: DM Sans
fontSize: 14px
fontWeight: 400
lineHeight: 1.50
body-sm-medium:
fontFamily: DM Sans
fontSize: 14px
fontWeight: 500
lineHeight: 1.50
caption:
fontFamily: DM Sans
fontSize: 13px
fontWeight: 400
lineHeight: 1.70
caption-bold:
fontFamily: DM Sans
fontSize: 13px
fontWeight: 600
lineHeight: 1.50
micro:
fontFamily: DM Sans
fontSize: 12px
fontWeight: 400
lineHeight: 1.50
button-md:
fontFamily: DM Sans
fontSize: 14px
fontWeight: 600
lineHeight: 1.40
rounded:
xs: 4px
sm: 6px
md: 8px
lg: 12px
xl: 16px
xxl: 20px
xxxl: 24px
hero: 32px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 20px
xl: 24px
xxl: 32px
xxxl: 40px
section-sm: 48px
section: 64px
section-lg: 80px
hero: 96px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "11px 24px"
button-primary-pressed:
backgroundColor: "{colors.charcoal}"
textColor: "{colors.on-primary}"
button-primary-disabled:
backgroundColor: "{colors.hairline}"
textColor: "{colors.muted}"
button-secondary:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "11px 24px"
border: "1px solid {colors.ink}"
button-tertiary:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "11px 24px"
border: "1px solid {colors.hairline}"
button-link:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.body-sm-medium}"
padding: "8px 0"
button-icon-circular:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
size: 36px
border: "1px solid {colors.hairline}"
product-card-coral:
backgroundColor: "{colors.brand-coral}"
textColor: "{colors.on-dark}"
rounded: "{rounded.hero}"
padding: "{spacing.xxl}"
product-card-magenta:
backgroundColor: "{colors.brand-magenta}"
textColor: "{colors.on-dark}"
rounded: "{rounded.hero}"
padding: "{spacing.xxl}"
product-card-blue:
backgroundColor: "{colors.brand-blue}"
textColor: "{colors.on-dark}"
rounded: "{rounded.hero}"
padding: "{spacing.xxl}"
product-card-purple:
backgroundColor: "{colors.brand-purple}"
textColor: "{colors.on-dark}"
rounded: "{rounded.hero}"
padding: "{spacing.xxl}"
product-card-photo:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-dark}"
rounded: "{rounded.hero}"
padding: "{spacing.xxl}"
card-base:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xl}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline}"
card-feature:
backgroundColor: "{colors.surface}"
rounded: "{rounded.xl}"
padding: "{spacing.xxl}"
card-recommendation:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.lg}"
border: "1px solid {colors.hairline}"
promo-cta-card:
backgroundColor: "{colors.brand-coral}"
textColor: "{colors.on-dark}"
rounded: "{rounded.hero}"
padding: "{spacing.section}"
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: "{spacing.sm} {spacing.md}"
border: "1px solid {colors.hairline}"
height: 40px
text-input-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
border: "2px solid {colors.brand-blue-deep}"
text-input-error:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
border: "1px solid #d45656"
search-pill:
backgroundColor: "{colors.surface}"
textColor: "{colors.steel}"
typography: "{typography.body-sm}"
rounded: "{rounded.md}"
padding: "{spacing.xs} {spacing.md}"
height: 36px
border: "1px solid {colors.hairline}"
segmented-tab:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.button-md}"
rounded: "0"
padding: "{spacing.md} {spacing.lg}"
border: "0 0 2px transparent solid"
segmented-tab-active:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
border: "0 0 2px {colors.ink} solid"
pill-tab:
backgroundColor: "{colors.canvas}"
textColor: "{colors.steel}"
typography: "{typography.body-sm-medium}"
rounded: "{rounded.full}"
padding: "{spacing.xs} {spacing.md}"
border: "1px solid {colors.hairline}"
pill-tab-active:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
rounded: "{rounded.full}"
border: "1px solid {colors.primary}"
badge-success:
backgroundColor: "{colors.success-bg}"
textColor: "{colors.success-text}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
badge-new:
backgroundColor: "{colors.brand-coral}"
textColor: "{colors.on-dark}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
badge-beta:
backgroundColor: "{colors.brand-blue-200}"
textColor: "{colors.brand-blue-deep}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
badge-code:
backgroundColor: "{colors.brand-blue-200}"
textColor: "{colors.brand-blue-deep}"
typography: "{typography.caption-bold}"
rounded: "{rounded.sm}"
padding: "2px 6px"
promo-banner:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.body-sm-medium}"
padding: "{spacing.sm} {spacing.lg}"
data-table:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.md}"
border: "1px solid {colors.hairline}"
data-table-header:
backgroundColor: "{colors.surface}"
textColor: "{colors.steel}"
typography: "{typography.caption-bold}"
padding: "{spacing.sm} {spacing.md}"
data-table-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
padding: "{spacing.md}"
border: "0 0 1px {colors.hairline-soft} solid"
sidebar-nav-item:
backgroundColor: "transparent"
textColor: "{colors.charcoal}"
typography: "{typography.body-sm}"
rounded: "{rounded.sm}"
padding: "{spacing.xs} {spacing.md}"
sidebar-nav-item-active:
backgroundColor: "{colors.surface}"
textColor: "{colors.ink}"
typography: "{typography.body-sm-medium}"
doc-toc-item:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.body-sm}"
padding: "{spacing.xs} 0"
ai-product-tile:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xxxl}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline}"
footer-region:
backgroundColor: "{colors.footer-bg}"
textColor: "{colors.on-dark}"
typography: "{typography.body-sm}"
padding: "{spacing.section} {spacing.xxl}"
footer-link:
backgroundColor: "transparent"
textColor: "{colors.muted}"
typography: "{typography.body-sm}"
padding: "{spacing.xxs} 0"
hero-band-marketing:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.hero-display}"
rounded: "{rounded.lg}"
padding: "{spacing.hero}"
product-matrix-grid:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.hero}"
padding: "{spacing.xxl}"
ai-product-matrix:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xxxl}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline}"
docs-prose-block:
backgroundColor: "{colors.canvas}"
textColor: "{colors.charcoal}"
typography: "{typography.body-md}"
padding: "{spacing.xxl}"
models-comparison-table:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.md}"
border: "1px solid {colors.hairline}"
testimonial-stat-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.heading-lg}"
padding: "{spacing.xl}"
---
## Overview
MiniMax stages itself as a Chinese AI infrastructure brand with a sophisticated dual identity. Marketing surfaces and platform pages anchor in stark white canvas with deep-black typographic emphasis — the brand voice is confident, technical, almost editorial. But each model release gets its own vibrant gradient identity card: M2.7 in volcanic coral-red, Music 2.6 in magenta-pink, Hailuo in deep blue, Speech 2.8 in saturated orange-purple. Together these vibrant tiles read like album covers laid out on the homepage — each one declaring its own product personality.
DM Sans anchors every surface from oversized 80px hero displays down to 12px micro labels. The geometric, slightly humanist character of the face suits both the dense documentation surfaces (where 14px body type carries 1.5 line-height for long-form prose) and the high-impact marketing displays (where -2px letter-spacing tightens 80px headlines). Buttons are universally pill-shaped (`rounded-full`) with a sharp two-tier system: black-pill primary (the dominant CTA) and outline-pill secondary. Cards split into two distinct families: vibrant gradient product showcases (32px corner softening) and quiet white documentation cards (16px corner softening).
**Key Characteristics:**
- Stark monochrome palette — black ({colors.primary}) and white ({colors.canvas}) — broken open by saturated brand-color gradient cards
- Distinct product-color encoding: each model line has its own vibrant brand color (coral M2.7, magenta Music 2.6, blue Hailuo, orange Speech 2.8)
- DM Sans across the entire system; Inter as fallback
- Pill-shaped buttons ({rounded.full}) and pill-shaped tabs everywhere; rectangular forms only inside data tables and dense docs
- Hero typography uses tight 1.10 line-height with -2px letter-spacing for impact
- Documentation surfaces use a 3-column layout: left sidebar nav, center prose body, right table-of-contents
- Black promo banners ({colors.primary}) above the nav for time-bound brand moments
## Colors
> Source pages: minimax.io/ (homepage), /models/text/m27 (product showcase), platform.minimax.io/docs/guides/models-intro (documentation), /subscribe/token-plan (pricing). Token coverage was identical across all four pages.
### Brand & Accent
- **Brand Coral** ({colors.brand-coral}): Signature high-impact accent. Used on M2.7 product card, "Token Plan" hero band, promo CTA strips, and "NEW" badges. Carries the brand's most attention-grabbing energy.
- **Brand Magenta** ({colors.brand-magenta}): Secondary product-card identity (Music 2.6); used for music/audio product encoding.
- **Brand Blue** ({colors.brand-blue}): Hailuo video product identity; primary blue accent across the system.
- **Brand Blue Deep** ({colors.brand-blue-deep}): Form-control activation, link emphasis.
- **Brand Blue 700** ({colors.brand-blue-700}): Documentation tag and reference text color.
- **Brand Cyan** ({colors.brand-cyan}): Atmospheric blue for product gradients and decorative wash.
- **Brand Blue 200** ({colors.brand-blue-200}): Code badges, info-tag backgrounds.
- **Brand Purple** ({colors.brand-purple}): Speech 2.8 and minor purple-product identity; gradient mate for magenta cards.
### Surface
- **Canvas White** ({colors.canvas}): Primary page background and card surface.
- **Surface** ({colors.surface}): Subtle section backgrounds, search-pill rest, sidebar-nav active state.
- **Surface Soft** ({colors.surface-soft}): Quieter section divisions.
- **Hairline** ({colors.hairline}): 1px input border and primary divider.
- **Hairline Soft** ({colors.hairline-soft}): Quieter table-row divider and secondary section break.
### Text
- **Ink** ({colors.ink}): Primary headline and CTA text — the brand's near-black anchor.
- **Ink Strong** ({colors.ink-strong}): Pure black used in promo banners and hero displays for maximum contrast.
- **Charcoal** ({colors.charcoal}): Body text on light surfaces.
- **Slate** ({colors.slate}): Secondary text, metadata.
- **Steel** ({colors.steel}): Tertiary text, table headers, sidebar inactive items.
- **Stone** ({colors.stone}): Muted captions and tab inactive labels.
- **Muted** ({colors.muted}): Footer link text and de-emphasized labels.
### Semantic
- **Success Background** ({colors.success-bg}): Pale-green wash for success badges and confirmations.
- **Success Text** ({colors.success-text}): Deep-green ink for success badge labels.
- Error tones derive from a `#d45656` red used in input border error states (not extracted as a top-level system token).
## Typography
### Font Family
**DM Sans** (primary): Geometric variable sans-serif. Used across every surface, every role. Fallbacks: Inter, Helvetica Neue, Helvetica, Arial.
DM Sans was chosen for its dual fluency: it scales cleanly from 80px hero displays (where -2px letter-spacing creates magazine-grade tightness) down to 12px micro labels (where the slightly humanist counters maintain legibility). The face has no italic variant in the brand's deployment — emphasis comes from weight (500/600/700) instead.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.hero-display}` | 80px | 600 | 1.10 | -2px | Homepage hero ("MiniMax Music 2.6") |
| `{typography.display-lg}` | 56px | 600 | 1.10 | -1.5px | Section openers, major page heroes |
| `{typography.heading-lg}` | 40px | 600 | 1.20 | -1px | Sub-page headlines ("Token Plan", "Models Overview") |
| `{typography.heading-md}` | 32px | 600 | 1.25 | -0.5px | Subsection headers ("Full-Stack Model Matrix") |
| `{typography.heading-sm}` | 24px | 600 | 1.30 | 0 | Card titles, feature headers |
| `{typography.card-title}` | 20px | 600 | 1.40 | 0 | Product-card titles, feature-tile headers |
| `{typography.subtitle}` | 18px | 500 | 1.50 | 0 | Section subtitles, lead body |
| `{typography.body-md}` | 16px | 400 | 1.50 | 0 | Primary body text |
| `{typography.body-md-bold}` | 16px | 700 | 1.50 | 0 | Body emphasis |
| `{typography.body-sm}` | 14px | 400 | 1.50 | 0 | Secondary body, table cells, navigation |
| `{typography.body-sm-medium}` | 14px | 500 | 1.50 | 0 | Active sidebar nav, button labels |
| `{typography.caption}` | 13px | 400 | 1.70 | 0 | Documentation captions, fine print |
| `{typography.caption-bold}` | 13px | 600 | 1.50 | 0 | Badge labels, table-header text |
| `{typography.micro}` | 12px | 400 | 1.50 | 0 | Footer microcopy, chip labels |
| `{typography.button-md}` | 14px | 600 | 1.40 | 0 | Pill button labels |
### Principles
- **Tight hero leading** (1.10) and aggressive negative letter-spacing on display sizes create a magazine-quality typographic display unique to MiniMax.
- **Generous body leading** (1.50) keeps long-form documentation comfortable; captions push to 1.70 for scientific-paper-grade clarity.
- **Weight discipline:** 400 (body), 500 (medium emphasis), 600 (headings/buttons), 700 (strong inline emphasis). Heavier weights are not used.
- **Single typeface** strategy — never mix DM Sans with another sans-serif. Code samples (when shown) use a system monospace fallback, but no second typeface enters the brand canvas.
## Layout
### Spacing System
- **Base unit**: 4px (8px primary increment).
- **Tokens**: `{spacing.xxs}` (4px) · `{spacing.xs}` (8px) · `{spacing.sm}` (12px) · `{spacing.md}` (16px) · `{spacing.lg}` (20px) · `{spacing.xl}` (24px) · `{spacing.xxl}` (32px) · `{spacing.xxxl}` (40px) · `{spacing.section-sm}` (48px) · `{spacing.section}` (64px) · `{spacing.section-lg}` (80px) · `{spacing.hero}` (96px).
- **Section rhythm**: Marketing pages separate at `{spacing.hero}` (96px) above-fold, then `{spacing.section-lg}` (80px) below; documentation tightens to `{spacing.section}` (64px); table rows compress to `{spacing.md}` (16px).
- **Card internal padding**: Vibrant product cards use `{spacing.xxl}` (32px); documentation cards use `{spacing.lg}{spacing.xl}` (2024px); promo strips expand to `{spacing.section}` (64px).
### Grid & Container
- Marketing pages use a 1280px max-width with 32px gutters.
- Homepage product matrix renders as a 4-column row of 32px-rounded gradient cards, each ~280320px wide.
- AI Product Matrix below uses a 4-column grid with 16px-rounded white cards.
- Documentation surfaces use a 3-column layout: left sidebar nav (~220px), center prose body (~720px max-width), right TOC (~180px). Sidebar persists on desktop; collapses to drawer below 1024px.
- Token Plan / pricing pages use 2-column tabs above a 3-column tier card grid.
### Whitespace Philosophy
Marketing pages give product photography and color cards generous breathing room — `{spacing.hero}` (96px) above-the-fold creates visual oxygen for the 80px hero display. Inside documentation, whitespace tightens dramatically: section gaps drop to `{spacing.xxl}` (32px), table rows pack down to `{spacing.md}` (16px), and the sidebar nav uses `{spacing.xs}` (8px) vertical rhythm.
## Elevation & Depth
The system runs predominantly flat. Elevation is reserved for sticky panels, dropdowns, and the rare floating CTA.
| Level | Treatment | Use |
|---|---|---|
| 0 (flat) | No shadow; `{colors.hairline}` border | Default cards, table rows, form inputs |
| 1 (subtle) | `rgba(0, 0, 0, 0.04) 0px 1px 2px 0px` | Card-recommendation, hover-elevated tiles |
| 2 (card) | `rgba(0, 0, 0, 0.08) 0px 4px 6px 0px` | Standard feature cards, dropdowns |
| 3 (atmospheric) | `rgba(0, 0, 0, 0.08) 0px 0px 22px 0px` | Diffuse glow on featured product cards |
| 4 (modal) | `rgba(36, 36, 36, 0.08) 0px 12px 16px -4px` | Modals, confirmation dialogs, sticky panels |
### Decorative Depth
- The vibrant gradient product cards carry their own atmospheric depth via internal radial gradients and silhouette imagery — no shadow needed; the color does the work.
- Brand-tinted shadows (`rgba(44, 30, 116, 0.16) 0px 0px 15px`) appear under purple-themed cards for subtle ambient lift.
- Dotted/grain textures occasionally appear inside product cards as photographic-content decoration; these are not formalized as system tokens.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 4px | Code chips, micro-controls |
| `{rounded.sm}` | 6px | Compact controls, table cells |
| `{rounded.md}` | 8px | Inputs, secondary buttons, search pill |
| `{rounded.lg}` | 12px | Documentation cards, recommendation tiles |
| `{rounded.xl}` | 16px | Standard feature cards, AI product tiles |
| `{rounded.xxl}` | 20px | Larger feature panels |
| `{rounded.xxxl}` | 24px | AI product tile feature variants |
| `{rounded.hero}` | 32px | Vibrant gradient product cards, promo CTA strip |
| `{rounded.full}` | 9999px | All buttons, all pill tabs, badges |
### Photography Geometry
- Vibrant product cards use 32px corner softening — distinct from the 16px used on quiet white cards. The doubled radius is the visual signature of "this is a featured product moment."
- Product imagery inside cards is treated as photographic content (silhouettes, dark portrait studio lighting) without rounded internal frames.
- Avatar circles (rare, in testimonials) are `{rounded.full}` — perfect circles.
## Components
> Per the no-hover policy, hover states are NOT documented. Default and pressed/active states only.
### Buttons
**`button-primary`** — Black pill primary CTA, the dominant action across all surfaces.
- Background `{colors.primary}`, text `{colors.on-primary}`, typography `{typography.button-md}`, padding `11px 24px`, rounded `{rounded.full}`.
- Pressed state `button-primary-pressed` lifts to `{colors.charcoal}`.
- Disabled state `button-primary-disabled` uses `{colors.hairline}` background and `{colors.muted}` text.
**`button-secondary`** — Outlined pill secondary action, paired with primary in dual-CTA hero patterns.
- Background transparent, text `{colors.ink}`, border `1px solid {colors.ink}`, typography `{typography.button-md}`, padding `11px 24px`, rounded `{rounded.full}`.
**`button-tertiary`** — White-fill quieter pill, used for tertiary nav and informational CTAs.
- Background `{colors.canvas}`, text `{colors.ink}`, border `1px solid {colors.hairline}`, typography `{typography.button-md}`, padding `11px 24px`, rounded `{rounded.full}`.
**`button-link`** — Inline text link styled as a subtle button.
- Background transparent, text `{colors.ink}`, typography `{typography.body-sm-medium}`, padding `8px 0`. Underline appears on activation.
**`button-icon-circular`** — 36×36px circular utility button (carousel arrows, share, copy).
- Background `{colors.canvas}`, text `{colors.ink}`, border `1px solid {colors.hairline}`, rounded `{rounded.full}`.
### Vibrant Product Cards
**`product-card-coral`** — M2.7 / Token Plan signature card.
- Background `{colors.brand-coral}`, text `{colors.on-dark}`, rounded `{rounded.hero}` (32px), padding `{spacing.xxl}`.
- Hosts the M2.7 wordmark in massive `{typography.display-lg}` with white tagline.
**`product-card-magenta`** — Music 2.6 product showcase.
- Background `{colors.brand-magenta}`, text `{colors.on-dark}`, rounded `{rounded.hero}`, padding `{spacing.xxl}`.
**`product-card-blue`** — Hailuo Video product showcase.
- Background `{colors.brand-blue}`, text `{colors.on-dark}`, rounded `{rounded.hero}`, padding `{spacing.xxl}`.
**`product-card-purple`** — Speech 2.8 / variant product showcase.
- Background `{colors.brand-purple}`, text `{colors.on-dark}`, rounded `{rounded.hero}`, padding `{spacing.xxl}`.
**`product-card-photo`** — Dark portrait product card (homepage S2 placement, video-emotion product).
- Background `{colors.primary}` (black with overlaid product photo), text `{colors.on-dark}`, rounded `{rounded.hero}`, padding `{spacing.xxl}`.
### Cards & Containers
**`card-base`** — Standard documentation/feature card.
- Background `{colors.canvas}`, rounded `{rounded.xl}`, padding `{spacing.xl}`, border `1px solid {colors.hairline}`.
**`card-feature`** — Quieter feature panel on light gray.
- Background `{colors.surface}`, rounded `{rounded.xl}`, padding `{spacing.xxl}`.
**`card-recommendation`** — "Recommended Reading" tile in documentation footer.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.lg}`, border `1px solid {colors.hairline}`.
**`promo-cta-card`** — Bright orange "Refunds of 10%..." promo strip with embedded CTA pill.
- Background `{colors.brand-coral}`, text `{colors.on-dark}`, rounded `{rounded.hero}`, padding `{spacing.section}`. Embedded button uses `button-tertiary` (white pill on coral) for the "Join Now" action.
**`ai-product-tile`** — White card in the AI Product Matrix grid (Agent, Hailuo Video, MiniMax Audio).
- Background `{colors.canvas}`, rounded `{rounded.xxxl}`, padding `{spacing.xl}`, border `1px solid {colors.hairline}`. Carries an icon/illustration top, title `{typography.card-title}`, description `{typography.body-sm}`.
### Inputs & Forms
**`text-input`** — Standard text field.
- Background `{colors.canvas}`, text `{colors.ink}`, border `1px solid {colors.hairline}`, rounded `{rounded.md}`, padding `{spacing.sm} {spacing.md}`, height 40px.
**`text-input-focused`** — Activated state.
- Border switches to `2px solid {colors.brand-blue-deep}`.
**`text-input-error`** — Validation error state.
- Border switches to `1px solid #d45656`; error label below in matching red `{typography.body-sm}`.
**`search-pill`** — Documentation top-bar search field.
- Background `{colors.surface}`, text `{colors.steel}`, typography `{typography.body-sm}`, rounded `{rounded.md}`, height 36px, border `1px solid {colors.hairline}`.
### Tabs
**`segmented-tab`** + **`segmented-tab-active`** — Underline-style tab navigation (Benchmark / Self-Evaluation / Multi-Agent Collaboration on the M2.7 page).
- Inactive: text `{colors.steel}`, transparent background, padding `{spacing.md} {spacing.lg}`. Active: text shifts to `{colors.ink}`, 2px bottom border in `{colors.ink}`.
**`pill-tab`** + **`pill-tab-active`** — Pricing-page tab nav (Token Plan / Audio Subscription / Video Package).
- Inactive: background `{colors.canvas}`, text `{colors.steel}`, border `1px solid {colors.hairline}`, padding `{spacing.xs} {spacing.md}`, rounded `{rounded.full}`.
- Active: background `{colors.primary}`, text `{colors.on-primary}`, no border (or matching black border).
### Badges & Status
**`badge-success`** — Pale-green confirmation badge ("Available", "Active").
- Background `{colors.success-bg}`, text `{colors.success-text}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`badge-new`** — Coral "NEW" / "Live" pill for fresh releases.
- Background `{colors.brand-coral}`, text `{colors.on-dark}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`badge-beta`** — Pale-blue "BETA" / informational pill.
- Background `{colors.brand-blue-200}`, text `{colors.brand-blue-deep}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`badge-code`** — Inline code-style chip ("Code", "API").
- Background `{colors.brand-blue-200}`, text `{colors.brand-blue-deep}`, typography `{typography.caption-bold}`, rounded `{rounded.sm}`, padding `2px 6px`.
**`promo-banner`** — Sticky black promotional strip ABOVE the top nav ("Invite & Earn — Rewards for Both!").
- Background `{colors.primary}`, text `{colors.on-primary}`, typography `{typography.body-sm-medium}`, padding `{spacing.sm} {spacing.lg}`. Carries one-line copy with optional inline link.
### Data Tables
**`data-table`** — Documentation models comparison table.
- Background `{colors.canvas}`, text `{colors.ink}`, typography `{typography.body-sm}`, rounded `{rounded.md}`, border `1px solid {colors.hairline}`.
**`data-table-header`** — Top header row of the data table.
- Background `{colors.surface}`, text `{colors.steel}`, typography `{typography.caption-bold}`, padding `{spacing.sm} {spacing.md}`.
**`data-table-row`** — Body rows.
- Background `{colors.canvas}`, text `{colors.ink}`, typography `{typography.body-sm}`, padding `{spacing.md}`, bottom border `1px solid {colors.hairline-soft}`.
### Navigation
**Top Navigation (Marketing)** — Sticky white bar with logo, link list, and right-side CTAs.
- Background `{colors.canvas}`, height ~64px, bottom border `1px solid {colors.hairline-soft}`.
- Left: MiniMax wordmark + horizontal link list (Models, Product, API, Company).
- Right: black-pill "Contact Us" + outlined-pill "Login".
**Top Navigation (Documentation/Platform)** — Compressed nav with center search-pill and right-side account/upgrade CTAs.
- Background `{colors.canvas}`, height ~56px, with search-pill at center and "Documentation / Account / Subscribe" links + black-pill "Sign Up" right.
**`sidebar-nav-item`** + **`sidebar-nav-item-active`** — Documentation left rail link entries.
- Inactive: background transparent, text `{colors.charcoal}`, typography `{typography.body-sm}`, rounded `{rounded.sm}`, padding `{spacing.xs} {spacing.md}`.
- Active: background `{colors.surface}`, text `{colors.ink}`, typography `{typography.body-sm-medium}`.
**`doc-toc-item`** — Right-rail table-of-contents links.
- Background transparent, text `{colors.steel}`, typography `{typography.body-sm}`, padding `{spacing.xs} 0`. Active item color shifts to `{colors.ink}`.
### Signature Components
**`hero-band-marketing`** — Centered hero with massive 80px display + dual-CTA pair.
- Layout: centered headline in `{typography.hero-display}` ({colors.ink}), centered subtitle in `{typography.subtitle}` ({colors.steel}), centered button row (`button-primary` + `button-secondary`).
**`product-matrix-grid`** — 4-column horizontal scroll of vibrant gradient product cards (homepage "Full-Stack Model Matrix").
- Each tile uses one of the `product-card-*` variants (coral, magenta, blue, purple, photo).
- Card title in `{typography.display-lg}` (M2.7 wordmark) or `{typography.heading-lg}` (Music 2.6).
- Below the wordmark: thin tagline in `{typography.body-sm}` 80% white opacity.
- Optional badge top-right: `badge-new`.
- Card heights are uniform (~360400px); the row scrolls horizontally on mobile.
**`ai-product-matrix`** — 4-column grid of white product tiles below the vibrant matrix (Agent / Hailuo Video / Audio / Video).
- Each tile is `ai-product-tile` chrome.
- Top: 100px-tall illustration zone (often line-art icon or 3D mark).
- Below: title in `{typography.card-title}`, description in `{typography.body-sm}` `{colors.steel}`.
**`docs-prose-block`** — Documentation main content area.
- Max-width ~720px, centered. Body in `{typography.body-md}` `{colors.charcoal}` line-height 1.6.
- Inline code in `{typography.body-md}` monospace fallback with `{colors.surface}` background and `{rounded.xs}` corners.
**`models-comparison-table`** — Documentation table comparing model sizes and features.
- Uses `data-table` chrome. Each row carries a model name (linkified, in `{colors.ink}` body-sm-medium), a description column (`{colors.charcoal}`), and a features bullet list column.
**`testimonial-stat-row`** — Stats strip ("214,000+ Enterprise Clients & Developers", "0+ Countries Served").
- Horizontal row of 4 stat cells, each cell with a large number in `{typography.heading-lg}` `{colors.ink}` and a label below in `{typography.body-sm}` `{colors.steel}`.
**`footer-region`** — Dense black-canvas multi-column footer.
- Background `{colors.footer-bg}`, padding `{spacing.section} {spacing.xxl}`.
- Top row: MiniMax wordmark ("intelligence with everyone" tagline) and social icons (X, Twitter, GitHub, etc.).
- Body: 4-column link grid (Research / Product / API / Company / News).
- Section headers in `{typography.body-sm-medium}` `{colors.on-dark}`.
**`footer-link`** — Individual link entry inside the footer column.
- Background transparent, text `{colors.muted}`, typography `{typography.body-sm}`, padding `{spacing.xxs} 0`. Active/visited states do not change color — only opacity shifts on activation.
## Do's and Don'ts
### Do
- Use `{colors.primary}` (black) as the dominant CTA — it's the brand's most recognizable interactive element.
- Reserve product brand colors (`{colors.brand-coral}`, `{colors.brand-magenta}`, `{colors.brand-blue}`, `{colors.brand-purple}`) ONLY for product-identity moments — never for general buttons or text.
- Pair `{rounded.hero}` (32px) gradient cards with `{rounded.xl}` (16px) white cards in the same viewport — the radius contrast is the visual signature.
- Apply `{rounded.full}` to every button, every pill tab, every badge.
- Use `{typography.hero-display}` (80px) with -2px letter-spacing for hero displays — never compromise the leading or letter-spacing.
- Treat each model/product line as a distinct color identity. M2.7 is coral, Music is magenta, Hailuo is blue. These are brand assignments, not free choices.
### Don't
- Don't use brand-coral or brand-magenta on body text or large surfaces — they lose meaning when overused.
- Don't soften corners on buttons (anything less than `{rounded.full}`); the pill is a brand signature.
- Don't introduce a second display typeface; DM Sans handles every role.
- Don't reduce hero leading below 1.10 — the brand needs that breathing room on the 80px display.
- Don't apply heavy shadows on white cards; flat-with-borders is the documentation default.
- Don't put gradient backgrounds on standard buttons; gradients are reserved for product-card identity moments.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile (small) | < 480px | Single column. Hero drops to 40px. Pill nav collapses to hamburger. Product matrix horizontal-scroll. Footer 1-column accordion. |
| Mobile (large) | 480 767px | Same as small but AI product matrix renders 2-up. |
| Tablet | 768 1023px | 2-column AI product matrix. Pill-tab nav returns. Documentation sidebar collapses to drawer. |
| Desktop | 1024 1279px | Full 4-column product matrix; 3-column docs grid (sidebar / body / TOC). |
| Wide Desktop | ≥ 1280px | Wider hero gutters, larger product photography, fixed 220px sidebar. |
### Touch Targets
- Pill buttons render at 3840px effective height — bumps to 44px on mobile via padding override.
- Circular icon buttons: 36×36px desktop → 44×44px on mobile.
- Form inputs render at 40px height; bumps to 44px on mobile.
- Sidebar nav items render at ~32px tall — bumps to 44px on mobile drawers.
### Collapsing Strategy
- **Promo banner** stays full-width; collapses to single line at < 480px with truncation.
- **Top nav** below 1024px collapses to hamburger; horizontal links move into drawer.
- **Documentation grid**: 3-column desktop → sidebar-drawer at < 1024px → single-column with collapsible sidebar at < 768px.
- **Product matrix**: 4-column desktop → horizontal-scroll at < 1024px (carousel-style with snap points).
- **AI Product Matrix**: 4-column → 2-column at tablet → 1-column at mobile.
- **Hero typography**: `{typography.hero-display}` (80px) → 56px at < 1024px → 40px at < 768px → 32px at < 480px.
- **Stats strip**: 4-column → 2×2 at < 768px → 1-column at < 480px.
### Image Behavior
- Product card imagery uses photographic content with internal gradient overlays; lazy-loaded below the fold.
- AI product tile illustrations are SVG-based; remain crisp at all breakpoints.
- Avatar imagery in testimonials uses 1:1 aspect ratio with `{rounded.full}` masking.
## Iteration Guide
1. Focus on ONE component at a time. The system has high internal consistency.
2. Reference component names and tokens directly (`{colors.primary}`, `{component-name}-pressed`, `{rounded.full}`) — do not paraphrase.
3. Run `npx @google/design.md lint DESIGN.md` after edits to catch broken refs and contrast issues.
4. Add new variants as separate `components:` entries (`-pressed`, `-disabled`, `-active`).
5. Default to `{typography.body-md}` for body and `{typography.subtitle}` for emphasis. Headlines step down `hero-display → display-lg → heading-lg → heading-md → heading-sm`.
6. Keep brand colors (coral, magenta, blue, purple) confined to product-card identity. If a brand color appears on a standard button or generic surface, ask whether it earned that surface.
7. Pill-shaped buttons (`{rounded.full}`) always; squared buttons signal "third-party widget" in this language.
## Known Gaps
- Specific dark-mode token values (canvas, surface, ink, hairline) are not surfaced on these pages; the brand has not yet shipped a published dark-mode palette.
- Animation/transition timings are not extracted; recommend 150200ms ease for hover/focus state transitions.
- Form validation success state is not explicitly captured beyond defaults — implement following standard green-border + success badge patterns.
- Code syntax highlighting palette inside docs is not formalized; documentation samples appear with system-default monospace and minimal coloring.
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# Minimax Inspired Design System
# Minimax Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/minimax/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Mintlify-design-analysis
description: Mintlify presents documentation infrastructure with a dual-mode aesthetic — atmospheric sky-gradient marketing heroes (cloud illustration backdrops, soft cream-to-blue washes) paired with dense developer-grade documentation surfaces. The system uses Inter for UI prose, Geist Mono for code, and a signature Mintlify green ({colors.brand-green}) reserved for accent CTAs and active states. Black-pill primary buttons dominate marketing, white-on-dark inversions appear on dark hero bands, and a 3-column documentation layout (sidebar / prose / TOC) anchors the developer experience. Coverage spans homepage, startups program, pricing comparison, and the live tabs documentation page.
colors:
primary: "#0a0a0a"
on-primary: "#ffffff"
brand-green: "#00d4a4"
brand-green-deep: "#00b48a"
brand-green-soft: "#7cebcb"
brand-tag: "#3772cf"
brand-warn: "#c37d0d"
brand-annotate: "#1ba673"
brand-error: "#d45656"
brand-cursor: "#888888"
hero-sky-from: "#87a8c8"
hero-sky-to: "#f5e9d8"
hero-dark-from: "#1a3d4a"
hero-dark-to: "#2d5a4f"
testimonial-orange: "#f55a3c"
testimonial-orange-deep: "#cc3a1f"
canvas: "#ffffff"
canvas-dark: "#0a0a0a"
surface: "#f7f7f7"
surface-soft: "#fafafa"
surface-code: "#1c1c1e"
hairline: "#e5e5e5"
hairline-soft: "#ededed"
hairline-dark: "#1f1f1f"
ink: "#0a0a0a"
charcoal: "#1c1c1e"
slate: "#3a3a3c"
steel: "#5a5a5c"
stone: "#888888"
muted: "#a8a8aa"
on-dark: "#ffffff"
on-dark-muted: "#b3b3b3"
typography:
hero-display:
fontFamily: Inter
fontSize: 72px
fontWeight: 600
lineHeight: 1.05
letterSpacing: -2px
display-lg:
fontFamily: Inter
fontSize: 56px
fontWeight: 600
lineHeight: 1.10
letterSpacing: -1.5px
heading-1:
fontFamily: Inter
fontSize: 48px
fontWeight: 600
lineHeight: 1.10
letterSpacing: -1px
heading-2:
fontFamily: Inter
fontSize: 36px
fontWeight: 600
lineHeight: 1.20
letterSpacing: -0.5px
heading-3:
fontFamily: Inter
fontSize: 28px
fontWeight: 600
lineHeight: 1.25
heading-4:
fontFamily: Inter
fontSize: 22px
fontWeight: 600
lineHeight: 1.30
heading-5:
fontFamily: Inter
fontSize: 18px
fontWeight: 600
lineHeight: 1.40
subtitle:
fontFamily: Inter
fontSize: 18px
fontWeight: 400
lineHeight: 1.50
body-md:
fontFamily: Inter
fontSize: 16px
fontWeight: 400
lineHeight: 1.50
body-md-medium:
fontFamily: Inter
fontSize: 16px
fontWeight: 500
lineHeight: 1.50
body-sm:
fontFamily: Inter
fontSize: 14px
fontWeight: 400
lineHeight: 1.50
body-sm-medium:
fontFamily: Inter
fontSize: 14px
fontWeight: 500
lineHeight: 1.50
caption:
fontFamily: Inter
fontSize: 13px
fontWeight: 400
lineHeight: 1.40
caption-bold:
fontFamily: Inter
fontSize: 13px
fontWeight: 600
lineHeight: 1.40
micro:
fontFamily: Inter
fontSize: 12px
fontWeight: 500
lineHeight: 1.40
micro-uppercase:
fontFamily: Inter
fontSize: 11px
fontWeight: 600
lineHeight: 1.40
letterSpacing: 0.5px
button-md:
fontFamily: Inter
fontSize: 14px
fontWeight: 500
lineHeight: 1.30
code-md:
fontFamily: Geist Mono
fontSize: 14px
fontWeight: 400
lineHeight: 1.50
code-sm:
fontFamily: Geist Mono
fontSize: 13px
fontWeight: 400
lineHeight: 1.40
code-inline:
fontFamily: Geist Mono
fontSize: 13px
fontWeight: 500
lineHeight: 1.30
rounded:
xs: 4px
sm: 6px
md: 8px
lg: 12px
xl: 16px
xxl: 24px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 20px
xl: 24px
xxl: 32px
xxxl: 40px
section-sm: 48px
section: 64px
section-lg: 96px
hero: 120px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "10px 20px"
button-primary-pressed:
backgroundColor: "{colors.charcoal}"
textColor: "{colors.on-primary}"
button-primary-disabled:
backgroundColor: "{colors.hairline}"
textColor: "{colors.muted}"
button-accent-green:
backgroundColor: "{colors.brand-green}"
textColor: "{colors.primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "10px 20px"
button-on-dark:
backgroundColor: "{colors.on-dark}"
textColor: "{colors.primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "10px 20px"
button-secondary:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "10px 20px"
border: "1px solid {colors.hairline}"
button-ghost:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: "8px 12px"
button-link:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.body-sm-medium}"
padding: "0"
button-icon-circular:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
size: 32px
border: "1px solid {colors.hairline}"
card-base:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline}"
card-feature:
backgroundColor: "{colors.surface}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
card-help:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline}"
card-startup-perk:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline}"
pricing-card:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline}"
pricing-card-featured:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "2px solid {colors.brand-green}"
shadow: "rgba(0, 212, 164, 0.08) 0px 8px 24px"
testimonial-card-feature:
backgroundColor: "{colors.testimonial-orange}"
textColor: "{colors.on-dark}"
rounded: "{rounded.lg}"
padding: "{spacing.section}"
testimonial-card-quote:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline}"
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: "{spacing.sm} {spacing.md}"
border: "1px solid {colors.hairline}"
height: 40px
text-input-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
border: "2px solid {colors.brand-green}"
search-pill:
backgroundColor: "{colors.surface}"
textColor: "{colors.steel}"
typography: "{typography.body-sm}"
rounded: "{rounded.md}"
padding: "{spacing.xs} {spacing.md}"
height: 36px
border: "1px solid {colors.hairline}"
segmented-tab:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.body-sm-medium}"
padding: "{spacing.sm} {spacing.md}"
border: "0 0 2px transparent solid"
segmented-tab-active:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.body-sm-medium}"
border: "0 0 2px {colors.ink} solid"
pill-tab:
backgroundColor: "{colors.canvas}"
textColor: "{colors.steel}"
typography: "{typography.body-sm-medium}"
rounded: "{rounded.full}"
padding: "8px 16px"
border: "1px solid {colors.hairline}"
pill-tab-active:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
rounded: "{rounded.full}"
border: "1px solid {colors.primary}"
toggle-monthly-yearly:
backgroundColor: "{colors.surface}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
padding: "4px"
badge-discount:
backgroundColor: "{colors.brand-green}"
textColor: "{colors.primary}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "2px 8px"
badge-required:
backgroundColor: "{colors.brand-error}"
textColor: "{colors.on-dark}"
typography: "{typography.micro-uppercase}"
rounded: "{rounded.sm}"
padding: "2px 6px"
badge-type:
backgroundColor: "{colors.surface}"
textColor: "{colors.steel}"
typography: "{typography.code-sm}"
rounded: "{rounded.sm}"
padding: "2px 6px"
badge-tag:
backgroundColor: "rgba(55, 114, 207, 0.15)"
textColor: "{colors.brand-tag}"
typography: "{typography.caption-bold}"
rounded: "{rounded.sm}"
padding: "2px 8px"
promo-banner:
backgroundColor: "{colors.canvas-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.body-sm-medium}"
padding: "{spacing.sm} {spacing.md}"
code-block:
backgroundColor: "{colors.surface-code}"
textColor: "{colors.on-dark}"
typography: "{typography.code-md}"
rounded: "{rounded.md}"
padding: "{spacing.md}"
code-block-header:
backgroundColor: "{colors.surface-code}"
textColor: "{colors.on-dark-muted}"
typography: "{typography.caption}"
padding: "{spacing.xs} {spacing.md}"
border: "0 0 1px {colors.hairline-dark} solid"
code-inline:
backgroundColor: "{colors.surface}"
textColor: "{colors.charcoal}"
typography: "{typography.code-inline}"
rounded: "{rounded.xs}"
padding: "2px 6px"
border: "1px solid {colors.hairline}"
property-row:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
padding: "{spacing.md} 0"
border: "0 0 1px {colors.hairline-soft} solid"
feature-comparison-table:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.md}"
border: "1px solid {colors.hairline}"
feature-comparison-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
padding: "{spacing.md} {spacing.lg}"
border: "0 0 1px {colors.hairline-soft} solid"
sidebar-nav-item:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.body-sm}"
rounded: "{rounded.sm}"
padding: "{spacing.xs} {spacing.md}"
sidebar-nav-item-active:
backgroundColor: "{colors.surface}"
textColor: "{colors.ink}"
typography: "{typography.body-sm-medium}"
sidebar-section-header:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.micro-uppercase}"
padding: "{spacing.md} {spacing.md} {spacing.xs}"
doc-toc-item:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.body-sm}"
padding: "{spacing.xxs} 0"
doc-toc-item-active:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.body-sm-medium}"
copy-code-button:
backgroundColor: "transparent"
textColor: "{colors.on-dark-muted}"
typography: "{typography.caption}"
rounded: "{rounded.sm}"
padding: "{spacing.xxs} {spacing.xs}"
border: "1px solid {colors.hairline-dark}"
hero-band-sky:
backgroundColor: "{colors.hero-sky-from}"
textColor: "{colors.on-dark}"
rounded: "0"
padding: "{spacing.hero}"
hero-band-dark:
backgroundColor: "{colors.hero-dark-from}"
textColor: "{colors.on-dark}"
rounded: "0"
padding: "{spacing.hero}"
hero-product-mockup:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "0"
border: "1px solid {colors.hairline-soft}"
shadow: "rgba(0, 0, 0, 0.12) 0px 24px 48px -8px"
logo-wall-item:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.body-md-medium}"
padding: "{spacing.lg}"
faq-accordion-item:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.md}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline-soft}"
footer-region:
backgroundColor: "{colors.canvas}"
textColor: "{colors.steel}"
typography: "{typography.body-sm}"
padding: "{spacing.section} {spacing.xxl}"
border: "1px solid {colors.hairline}"
footer-link:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.body-sm}"
padding: "{spacing.xxs} 0"
startup-program-card:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline}"
founder-quote-card:
backgroundColor: "{colors.testimonial-orange}"
textColor: "{colors.on-dark}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
---
## Overview
Mintlify positions itself at the intersection of polished marketing presentation and developer-grade documentation density. The home and startups pages open with cinematic atmospheric heroes — soft sky-gradient backdrops with cloud illustrations on the homepage, dark teal-to-mint gradients with a rocket launch on the startups page — that feel more like a SaaS landing aesthetic than a developer tool. Then the deeper surfaces (pricing comparison, live documentation pages) collapse into dense, high-information layouts where Inter body type carries 1416px copy across long-form prose, syntax-highlighted code blocks, and 3-column documentation grids.
The brand's signature mint green ({colors.brand-green}) appears sparingly but decisively — on the hero "Get started" pill button, the green checkmark icons inside feature lists, the "Featured" pricing tier border, and active state indicators inside docs UI. Black-pill primary buttons dominate the marketing flow; white-on-dark inversions appear on dark hero bands. The signature pairing of Inter (body, headings) with Geist Mono (code blocks, inline references, type signatures) reinforces the developer-tool DNA without requiring a third typeface.
**Key Characteristics:**
- Atmospheric gradient hero bands (sky-blue to cream on homepage; teal-to-mint on startups) provide cinematic marketing presentation
- Signature Mintlify mint green ({colors.brand-green}) reserved for accent CTAs, active states, and feature confirmations
- Black-pill primary buttons ({colors.primary} + `{rounded.full}`) for marketing CTAs
- Inter for all UI prose; Geist Mono for code blocks, inline code, and type/property signatures
- 3-column documentation layout (sidebar / prose / TOC) with dense 14px body type for long-form developer reading
- Tightly-controlled radius scale: marketing uses `{rounded.lg}` (12px), pill buttons use `{rounded.full}` — no in-between corner softening
- Vibrant testimonial card (`{colors.testimonial-orange}`) breaks color rhythm intentionally for emotional impact
## Colors
> Source pages: mintlify.com/ (homepage), /startups (program page), /pricing (comparison), /docs/components/tabs (live documentation). Token coverage was identical across all four pages.
### Brand & Accent
- **Mintlify Mint** ({colors.brand-green}): Signature accent — used on hero "Get started" pill button, green checkmarks in feature lists, featured pricing tier border accent, sidebar active indicator dots.
- **Deep Mint** ({colors.brand-green-deep}): Pressed/active variant of the mint accent.
- **Soft Mint** ({colors.brand-green-soft}): Subtle background tint for success states and confirmation surfaces.
- **Brand Tag** ({colors.brand-tag}): Documentation tag and reference color (used in `<Tabs>` JSX-style annotations and code-tag chips).
- **Brand Annotate** ({colors.brand-annotate}): Inline code annotation green (used in twoslash code annotation system).
- **Brand Warn** ({colors.brand-warn}): Code warning highlight (deprecated, caution).
- **Brand Error** ({colors.brand-error}): Red used for required-field labels and error highlight.
- **Testimonial Orange** ({colors.testimonial-orange}): Warm coral-orange used on the "Cursor" testimonial card and warm callout surfaces.
### Surface
- **Canvas White** ({colors.canvas}): Primary page and card background.
- **Canvas Dark** ({colors.canvas-dark}): Promo banner, dark inversion surfaces, code editor wrapper.
- **Surface** ({colors.surface}): Subtle section backgrounds, search-pill rest, code-inline background, sidebar active state.
- **Surface Soft** ({colors.surface-soft}): Quieter section backgrounds and FAQ accordion.
- **Surface Code** ({colors.surface-code}): Dark code-block wrapper background.
- **Hairline** ({colors.hairline}): 1px borders and primary dividers.
- **Hairline Soft** ({colors.hairline-soft}): Quieter table-row dividers and secondary section breaks.
### Hero Atmospheric
- **Hero Sky From / To** ({colors.hero-sky-from}, {colors.hero-sky-to}): Atmospheric sky-blue to soft cream gradient on the homepage hero.
- **Hero Dark From / To** ({colors.hero-dark-from}, {colors.hero-dark-to}): Dark teal to mint gradient on the startups hero.
### Text
- **Ink** ({colors.ink}): Primary headlines and CTA text.
- **Charcoal** ({colors.charcoal}): Body text, code-inline foreground.
- **Slate** ({colors.slate}): Secondary text and metadata.
- **Steel** ({colors.steel}): Tertiary text, table headers, sidebar inactive items, footer links.
- **Stone** ({colors.stone}): Captions, twoslash cursor color, muted labels.
- **Muted** ({colors.muted}): De-emphasized labels and disabled text.
- **On Dark** ({colors.on-dark}): White text on dark surfaces (hero bands, code blocks, promo banner).
- **On Dark Muted** ({colors.on-dark-muted}): Reduced-opacity white for code-block headers and metadata on dark.
### Semantic
- Error tones derive from `{colors.brand-error}` for input borders, required-field labels, and validation messaging.
## Typography
### Font Family
**Inter** (primary): Variable typeface optimized for UI legibility. Used across every UI surface — body, headings, navigation, button labels, captions. Fallbacks: -apple-system, BlinkMacSystemFont, 'Segoe UI', sans-serif.
**Geist Mono** (code): Monospace typeface used inside code blocks, inline code references, type signatures (e.g. `string`, `number`, `boolean`), and property names in API documentation. Fallbacks: 'SF Mono', Menlo, Consolas, 'Geist Mono Fallback', monospace.
The brand uses no italic variants of either face — emphasis comes from weight (500/600), color shift, or background highlighting (in code references).
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.hero-display}` | 72px | 600 | 1.05 | -2px | Marketing hero display ("The intelligent Knowledge Platform") |
| `{typography.display-lg}` | 56px | 600 | 1.10 | -1.5px | Major section opener ("Built for the intelligence age") |
| `{typography.heading-1}` | 48px | 600 | 1.10 | -1px | Page-level headlines ("Pricing on your terms") |
| `{typography.heading-2}` | 36px | 600 | 1.20 | -0.5px | Section headlines ("Apply to the Mintlify startup program") |
| `{typography.heading-3}` | 28px | 600 | 1.25 | 0 | Subsection headers, "Tabs" docs page title |
| `{typography.heading-4}` | 22px | 600 | 1.30 | 0 | Card titles, larger feature headers |
| `{typography.heading-5}` | 18px | 600 | 1.40 | 0 | Smaller feature headers, FAQ question titles |
| `{typography.subtitle}` | 18px | 400 | 1.50 | 0 | Hero subtitle, lead body |
| `{typography.body-md}` | 16px | 400 | 1.50 | 0 | Primary body text |
| `{typography.body-md-medium}` | 16px | 500 | 1.50 | 0 | Body emphasis |
| `{typography.body-sm}` | 14px | 400 | 1.50 | 0 | Secondary body, table cells, navigation |
| `{typography.body-sm-medium}` | 14px | 500 | 1.50 | 0 | Active sidebar nav, button labels, tab labels |
| `{typography.caption}` | 13px | 400 | 1.40 | 0 | Helper text, fine print, code-block headers |
| `{typography.caption-bold}` | 13px | 600 | 1.40 | 0 | Badge labels |
| `{typography.micro}` | 12px | 500 | 1.40 | 0 | Footer microcopy, label chips |
| `{typography.micro-uppercase}` | 11px | 600 | 1.40 | 0.5px | Sidebar section headers, "REQUIRED" labels |
| `{typography.button-md}` | 14px | 500 | 1.30 | 0 | Pill button labels |
| `{typography.code-md}` | 14px | 400 | 1.50 | 0 | Code block content |
| `{typography.code-sm}` | 13px | 400 | 1.40 | 0 | Smaller code, type signatures |
| `{typography.code-inline}` | 13px | 500 | 1.30 | 0 | Inline `<Tabs>` references in body |
### Principles
- **Tight hero leading** (1.05) creates magazine-grade display headlines on the 72px hero
- **Negative letter-spacing** progresses inversely with size — display sizes use -2px to -1.5px; smaller headings relax to 0
- **Documentation-grade body** (1.50 line-height on 1416px) ensures comfortable long-form reading in dense docs surfaces
- **Inter / Geist Mono pairing** — Inter for everything else, Geist Mono surgically for code references; the contrast between the two is the brand's developer-respect signal
- **Uppercase micro labels** with +0.5px letter-spacing carry sidebar section headers and "REQUIRED" annotation tags
## Layout
### Spacing System
- **Base unit**: 4px (8px primary increment)
- **Tokens**: `{spacing.xxs}` (4px) · `{spacing.xs}` (8px) · `{spacing.sm}` (12px) · `{spacing.md}` (16px) · `{spacing.lg}` (20px) · `{spacing.xl}` (24px) · `{spacing.xxl}` (32px) · `{spacing.xxxl}` (40px) · `{spacing.section-sm}` (48px) · `{spacing.section}` (64px) · `{spacing.section-lg}` (96px) · `{spacing.hero}` (120px)
- **Section rhythm**: Marketing pages use `{spacing.section-lg}` (96px) between major bands; pricing comparison tightens to `{spacing.section}` (64px); documentation surfaces use `{spacing.xxl}` (32px) between subsections
- **Card internal padding**: Standard `{spacing.xl}` (24px) for compact cards; `{spacing.xxl}` (32px) for pricing cards and feature panels; testimonial card pushes to `{spacing.section}` (64px) for hero-card presence
### Grid & Container
- Marketing pages use a 1280px max-width with 32px gutters
- Hero and feature bands often use 2-column splits (text left, illustration/mockup right)
- Pricing page renders 3 tier cards in a row at desktop (FREE / Lift Off / Custom), then a comprehensive feature comparison table below
- Documentation pages use a strict 3-column grid: left sidebar nav (~240px), center prose (~720px max-width), right TOC (~200px)
- Logo walls use 6-up rows of customer logos at 80100px height each
### Whitespace Philosophy
Marketing surfaces give content generous breathing room — `{spacing.hero}` (120px) above-the-fold creates space for atmospheric gradient backdrops to read clearly. Documentation tightens dramatically: section gaps drop to `{spacing.xxl}` (32px), table rows pack to `{spacing.md}` (16px), sidebar nav compresses to `{spacing.xs}` (8px) vertical rhythm.
## Elevation & Depth
The system runs predominantly flat with strategic atmospheric depth.
| Level | Treatment | Use |
|---|---|---|
| 0 (flat) | No shadow; `{colors.hairline}` border | Default cards, table rows, form inputs |
| 1 (subtle) | `rgba(0, 0, 0, 0.04) 0px 1px 2px 0px` | Hover-elevated tiles, subtle highlights |
| 2 (card) | `rgba(0, 0, 0, 0.08) 0px 4px 12px 0px` | Standard feature cards |
| 3 (mockup) | `rgba(0, 0, 0, 0.12) 0px 24px 48px -8px` | Hero product mockup framing — the deep diffuse drop on the homepage hero docs preview |
| 4 (brand-tinted) | `rgba(0, 212, 164, 0.08) 0px 8px 24px` | Featured pricing tier glow |
### Decorative Depth
- The homepage hero uses an atmospheric photographic backdrop (cloud illustration on sky-gradient) for depth — no shadow needed; the imagery does the work
- The startups hero uses a similar treatment with a rocket-launch illustration cutting across the dark teal gradient
- Code blocks carry their own internal depth via syntax-highlighting color hierarchy on the dark surface; no shadow used
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 4px | Inline code chips, micro tags |
| `{rounded.sm}` | 6px | Sidebar nav items, type badges |
| `{rounded.md}` | 8px | Inputs, search pill, code blocks, secondary cards |
| `{rounded.lg}` | 12px | Standard cards, pricing tiers, hero mockup, FAQ items |
| `{rounded.xl}` | 16px | Larger feature panels |
| `{rounded.xxl}` | 24px | Featured product showcase tiles |
| `{rounded.full}` | 9999px | All buttons, pill tabs, badges |
The radius scale is tightly disciplined — the brand never uses a corner softening between `{rounded.md}` (8px) and `{rounded.lg}` (12px) for the same component family. Pill buttons (`{rounded.full}`) are used universally; rectangular cards use `{rounded.lg}` (12px) consistently.
### Photography Geometry
- Hero illustrations (cloud, rocket) sit on full-bleed gradient backdrops with no internal framing
- Customer logo walls use 1:1 ratio cells without rounding (logos are presented inline as wordmarks)
- Testimonial photos use 1:1 aspect with `{rounded.md}` (8px) softening
- Code editor mockup hero image uses `{rounded.lg}` (12px) corners on a hairline-bordered card with a deep diffuse drop shadow
## Components
> Per the no-hover policy, hover states are NOT documented. Default and pressed/active states only.
### Buttons
**`button-primary`** — Black pill primary CTA, the dominant action across all surfaces.
- Background `{colors.primary}`, text `{colors.on-primary}`, typography `{typography.button-md}`, padding `10px 20px`, rounded `{rounded.full}`.
- Pressed state `button-primary-pressed` lifts to `{colors.charcoal}`.
- Disabled state `button-primary-disabled` uses `{colors.hairline}` background and `{colors.muted}` text.
**`button-accent-green`** — Mint green pill for brand-emphasis CTAs (hero "Get started", featured pricing CTA).
- Background `{colors.brand-green}`, text `{colors.primary}`, typography `{typography.button-md}`, padding `10px 20px`, rounded `{rounded.full}`.
**`button-on-dark`** — White pill for use on dark hero bands (startups page "Get started").
- Background `{colors.on-dark}`, text `{colors.primary}`, typography `{typography.button-md}`, padding `10px 20px`, rounded `{rounded.full}`.
**`button-secondary`** — Outlined pill for secondary actions.
- Background transparent, text `{colors.ink}`, border `1px solid {colors.hairline}`, typography `{typography.button-md}`, padding `10px 20px`, rounded `{rounded.full}`.
**`button-ghost`** — Quieter rectangular ghost button (sidebar action, tertiary nav).
- Background transparent, text `{colors.ink}`, typography `{typography.button-md}`, padding `8px 12px`, rounded `{rounded.md}`.
**`button-link`** — Inline text link styled as a subtle button.
- Background transparent, text `{colors.ink}`, typography `{typography.body-sm-medium}`, padding `0`. Underline appears on activation.
**`button-icon-circular`** — 32×32px circular utility button (close, copy, arrow).
- Background `{colors.canvas}`, text `{colors.ink}`, border `1px solid {colors.hairline}`, rounded `{rounded.full}`.
### Cards & Containers
**`card-base`** — Standard documentation/feature card.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xl}`, border `1px solid {colors.hairline}`.
**`card-feature`** — Feature panel on light gray surface.
- Background `{colors.surface}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`.
**`card-help`** — "Need help?" CTA cards below the pricing comparison ("Quickstart guide", "Guide to technical writing", "Founder", "Sales").
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xl}`, border `1px solid {colors.hairline}`.
**`card-startup-perk`** — Startup-program perk grid item ("Discounts and credits", "Priority support", "Startup pack", "Founder community").
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xl}`, border `1px solid {colors.hairline}`. Carries an icon at top, heading `{typography.heading-5}`, description `{typography.body-sm}` `{colors.steel}`.
**`pricing-card`** — Standard pricing tier card.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `1px solid {colors.hairline}`.
- Title `{typography.heading-3}`, price `{typography.display-lg}`, feature list `{typography.body-sm}` with green checkmark icons.
**`pricing-card-featured`** — Highlighted pricing tier (Lift Off / featured plan).
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `2px solid {colors.brand-green}`, soft brand-tinted shadow `rgba(0, 212, 164, 0.08) 0px 8px 24px`.
**`testimonial-card-feature`** — Bright orange large testimonial card with photo + quote ("Cursor — Every YC batch we consistently see the top performing startups use Mintlify to build their docs.").
- Background `{colors.testimonial-orange}`, text `{colors.on-dark}`, rounded `{rounded.lg}`, padding `{spacing.section}`. Photo on right, large quote in `{typography.heading-3}` left, attribution below in `{typography.body-sm-medium}`.
**`testimonial-card-quote`** — Smaller white testimonial card on the startups page.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `1px solid {colors.hairline}`.
**`founder-quote-card`** — Cursor founder testimonial card variant on the orange surface.
- Background `{colors.testimonial-orange}`, text `{colors.on-dark}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`. Carries the specific founder portrait + quote treatment.
**`startup-program-card`** — Larger application/program card containing perks grid + apply CTA.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `1px solid {colors.hairline}`.
### Inputs & Forms
**`text-input`** — Standard text field.
- Background `{colors.canvas}`, text `{colors.ink}`, border `1px solid {colors.hairline}`, rounded `{rounded.md}`, padding `{spacing.sm} {spacing.md}`, height 40px.
**`text-input-focused`** — Activated state.
- Border switches to `2px solid {colors.brand-green}` — focus uses the brand mint as the activation signal.
**`search-pill`** — Documentation top-bar search.
- Background `{colors.surface}`, text `{colors.steel}`, typography `{typography.body-sm}`, rounded `{rounded.md}`, height 36px, border `1px solid {colors.hairline}`.
### Tabs
**`segmented-tab`** + **`segmented-tab-active`** — Underline-style tab navigation (used inside docs Tabs component for "First tab / Second tab / Third tab").
- Inactive: text `{colors.steel}`, transparent background, padding `{spacing.sm} {spacing.md}`. Active: text `{colors.ink}`, 2px bottom border in `{colors.ink}`.
**`pill-tab`** + **`pill-tab-active`** — Pill-style tab nav (top of pricing page: "Pricing / Roadmap").
- Inactive: background `{colors.canvas}`, text `{colors.steel}`, border `1px solid {colors.hairline}`, padding `8px 16px`, rounded `{rounded.full}`.
- Active: background `{colors.primary}`, text `{colors.on-primary}`, no border.
**`toggle-monthly-yearly`** — Two-state pill toggle (Monthly / Annual on pricing page).
- Background `{colors.surface}`, rounded `{rounded.full}`, padding `4px`. Active state moves a white pill thumb to the selected position.
### Badges & Status
**`badge-discount`** — Small green "Save 20%" badge attached to annual toggle.
- Background `{colors.brand-green}`, text `{colors.primary}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `2px 8px`.
**`badge-required`** — Red "REQUIRED" label on documentation property rows.
- Background `{colors.brand-error}`, text `{colors.on-dark}`, typography `{typography.micro-uppercase}`, rounded `{rounded.sm}`, padding `2px 6px`.
**`badge-type`** — Type signature chip in documentation (e.g. `string`, `number`, `boolean`).
- Background `{colors.surface}`, text `{colors.steel}`, typography `{typography.code-sm}`, rounded `{rounded.sm}`, padding `2px 6px`.
**`badge-tag`** — Documentation tag chip (e.g. `<Tabs>` reference highlighted in body text).
- Background `rgba(55, 114, 207, 0.15)`, text `{colors.brand-tag}`, typography `{typography.caption-bold}`, rounded `{rounded.sm}`, padding `2px 8px`.
**`promo-banner`** — Sticky black promo strip ABOVE the top nav (when present).
- Background `{colors.canvas-dark}`, text `{colors.on-dark}`, typography `{typography.body-sm-medium}`, padding `{spacing.sm} {spacing.md}`.
### Code
**`code-block`** — Syntax-highlighted code container.
- Background `{colors.surface-code}`, text `{colors.on-dark}`, typography `{typography.code-md}`, rounded `{rounded.md}`, padding `{spacing.md}`.
**`code-block-header`** — Header bar above the code with language label + copy button.
- Background `{colors.surface-code}`, text `{colors.on-dark-muted}`, typography `{typography.caption}`, padding `{spacing.xs} {spacing.md}`, bottom border `1px solid {colors.hairline-dark}`.
**`code-inline`** — Inline `<Tabs>` reference in body prose.
- Background `{colors.surface}`, text `{colors.charcoal}`, typography `{typography.code-inline}`, rounded `{rounded.xs}`, padding `2px 6px`, border `1px solid {colors.hairline}`.
**`copy-code-button`** — "Copy code" button in code-block header.
- Background transparent, text `{colors.on-dark-muted}`, typography `{typography.caption}`, rounded `{rounded.sm}`, padding `{spacing.xxs} {spacing.xs}`, border `1px solid {colors.hairline-dark}`.
### Documentation Components
**`property-row`** — API property documentation row (e.g. `defaultIndex` on the Tabs page).
- Background transparent, text `{colors.ink}`, typography `{typography.body-sm}`, padding `{spacing.md} 0`, bottom border `1px solid {colors.hairline-soft}`.
- Layout: property name in `{typography.code-inline}` + type badge + optional REQUIRED badge + description below in `{typography.body-sm}` `{colors.steel}`.
**`feature-comparison-table`** — Detailed pricing-page feature comparison table.
- Background `{colors.canvas}`, text `{colors.ink}`, typography `{typography.body-sm}`, rounded `{rounded.md}`, border `1px solid {colors.hairline}`.
**`feature-comparison-row`** — Individual row inside the comparison table.
- Background `{colors.canvas}`, text `{colors.ink}`, padding `{spacing.md} {spacing.lg}`, bottom border `1px solid {colors.hairline-soft}`. Section dividers in `{typography.micro-uppercase}` `{colors.steel}`.
**`sidebar-nav-item`** + **`sidebar-nav-item-active`** — Documentation left rail link entries.
- Inactive: background transparent, text `{colors.steel}`, typography `{typography.body-sm}`, rounded `{rounded.sm}`, padding `{spacing.xs} {spacing.md}`.
- Active: background `{colors.surface}`, text `{colors.ink}`, typography `{typography.body-sm-medium}`.
**`sidebar-section-header`** — Uppercase section header inside sidebar (e.g. "COMPONENTS", "PRIMITIVES").
- Background transparent, text `{colors.steel}`, typography `{typography.micro-uppercase}`, padding `{spacing.md} {spacing.md} {spacing.xs}`.
**`doc-toc-item`** + **`doc-toc-item-active`** — Right-rail table-of-contents links.
- Inactive: background transparent, text `{colors.steel}`, typography `{typography.body-sm}`, padding `{spacing.xxs} 0`.
- Active: text `{colors.ink}`, typography `{typography.body-sm-medium}`, optional left-border accent in `{colors.brand-green}`.
### Navigation
**Top Navigation (Marketing)** — Sticky white bar with logo, link list, and right-side CTAs.
- Background `{colors.canvas}`, height ~64px, bottom border `1px solid {colors.hairline-soft}`.
- Left: Mintlify wordmark + horizontal link list (Solutions, Pricing, Customers, Documentation, Changelog).
- Right: secondary "Talk to sales" + black-pill "Get Started".
**Top Navigation (Documentation)** — Compressed nav with center search-pill and right-side account/upgrade CTAs.
- Background `{colors.canvas}`, height ~56px. Search-pill at center, "Documentation / Guides / API Reference / Changelog" links + "Talk to us" + green "Get started" right.
### Signature Components
**`hero-band-sky`** — Homepage hero with atmospheric sky-blue to cream gradient and cloud illustrations.
- Background gradient `linear-gradient(180deg, {colors.hero-sky-from} 0%, {colors.hero-sky-to} 100%)`, text `{colors.on-dark}` (early portion of gradient) shifting to `{colors.ink}` further down, padding `{spacing.hero}`.
- Layout: centered hero headline in `{typography.hero-display}`, centered subtitle in `{typography.subtitle}`, centered button row (`button-accent-green` "Get started" + `button-secondary` "Talk to us"), product mockup below the buttons.
**`hero-band-dark`** — Startups hero with dark teal-to-mint gradient and rocket launch illustration.
- Background gradient `linear-gradient(135deg, {colors.hero-dark-from} 0%, {colors.hero-dark-to} 100%)`, text `{colors.on-dark}`, padding `{spacing.hero}`.
- Layout: hero headline left in `{typography.hero-display}` `{colors.on-dark}`, illustration right (rocket cutting across the gradient), button row uses `button-on-dark` (white pill) + ghost link.
**`hero-product-mockup`** — Code-editor mockup framed inside the homepage hero.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, border `1px solid {colors.hairline-soft}`, deep shadow `rgba(0, 0, 0, 0.12) 0px 24px 48px -8px`.
- Carries a documentation page preview inside (sidebar on left, prose body, mock UI controls).
**`logo-wall-item`** — Customer logo cell in 6-up trust-row grids ("Anthropic / Cognition / Mintlify / Vercel / react / Lovable", "Stripe / Block / PayPal / Compound / Auth").
- Background transparent, text `{colors.steel}`, typography `{typography.body-md-medium}`, padding `{spacing.lg}`.
- Logos rendered as wordmarks with consistent vertical centering.
**`faq-accordion-item`** — Frequently-asked-questions panel item (visible on pricing page).
- Background `{colors.canvas}`, rounded `{rounded.md}`, padding `{spacing.xl}`, border `1px solid {colors.hairline-soft}`.
- Question in `{typography.heading-5}`, expanded answer in `{typography.body-md}` `{colors.steel}`, chevron icon in `{colors.steel}` 16px.
**`footer-region`** — Multi-column site footer.
- Background `{colors.canvas}`, top border `1px solid {colors.hairline}`, padding `{spacing.section} {spacing.xxl}`.
- 5 column groups (Explore / Resources / Company / Legal + brand mark column).
- Section headers in `{typography.body-sm-medium}` `{colors.ink}`, link items in `{typography.body-sm}` `{colors.steel}`.
**`footer-link`** — Individual link entry in the footer.
- Background transparent, text `{colors.steel}`, typography `{typography.body-sm}`, padding `{spacing.xxs} 0`.
## Do's and Don'ts
### Do
- Reserve `{colors.brand-green}` (Mintlify mint) for accent CTAs and active state indicators only — even one accent button per viewport carries weight
- Use `{colors.primary}` (black) as the dominant CTA on light backgrounds; switch to `button-on-dark` (white pill) on dark hero bands
- Apply `{rounded.full}` to every button and pill; never soften pill corners
- Pair Inter (UI prose) with Geist Mono (code) — never introduce a third typeface
- Use atmospheric gradient hero bands sparingly (only the homepage and startups page); keep deeper surfaces flat and dense
- Apply `{rounded.lg}` (12px) consistently on cards; use `{rounded.md}` (8px) only on compact UI like search pills and code blocks
- Keep documentation prose at `{typography.body-md}` (16px) with 1.50 line-height — never compress
### Don't
- Don't use `{colors.brand-green}` on body text or large surfaces — it loses signal
- Don't introduce additional accent colors beyond mint, tag-blue, error-red, and the testimonial orange
- Don't apply heavy shadows on flat documentation cards; reserve elevation for the hero product mockup
- Don't reduce documentation line-height below 1.50 — long-form readability suffers
- Don't combine atmospheric gradients with multiple competing color accents in the same hero — the sky/dark gradient is the brand mood; let it breathe
- Don't use Inter for code or Geist Mono for prose — the typeface assignment IS the brand voice
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile (small) | < 480px | Single column. Hero scales to 36px. Pill nav collapses to hamburger. Pricing tiers stack 1-up. Footer 1-column accordion. |
| Mobile (large) | 480 767px | Same as small but feature tiles render 2-up. Hero scales to 44px. |
| Tablet | 768 1023px | 2-column feature grids. Pill-tab nav returns. Documentation sidebar collapses to drawer. Hero scales to 56px. |
| Desktop | 1024 1279px | Full 3-column docs grid (sidebar / body / TOC). 3-tier pricing card row. Hero at 72px. |
| Wide Desktop | ≥ 1280px | Wider hero gutters, larger product mockup, fixed 240px sidebar. |
### Touch Targets
- Pill buttons render at 3640px effective height — bumps to 44px on mobile via padding override
- Circular icon buttons: 32×32px desktop → 44×44px mobile
- Form inputs render at 40px height; bumps to 44px mobile
- Sidebar nav items render at ~32px tall — bump to 44px mobile drawers
### Collapsing Strategy
- **Promo banner** stays full-width; truncates at < 480px
- **Top nav** below 1024px collapses to hamburger; horizontal links move into drawer
- **Hero band**: 2-column hero (text + mockup) collapses to stacked at < 1024px; mockup rendered below text on mobile
- **Documentation grid**: 3-column desktop → sidebar-drawer at < 1024px → single-column at < 768px
- **Pricing comparison**: 3-column tiers → 1-column stacked at < 768px; comparison table becomes horizontal-scroll
- **Hero typography**: `{typography.hero-display}` (72px) → 56px tablet → 44px mobile-large → 36px mobile-small
- **Customer logo wall**: 6-up → 3-up at tablet → 2-up at mobile
- **Footer**: 5-column desktop → 2-column tablet → accordion at mobile
### Image Behavior
- Hero illustrations (cloud, rocket) lazy-load with the hero band; remain crisp at all breakpoints (SVG-based)
- Product mockup retains its aspect ratio across breakpoints; scales proportionally
- Customer logos use SVG wordmarks; remain crisp on retina displays
## Iteration Guide
1. Focus on ONE component at a time. The system has high internal consistency.
2. Reference component names and tokens directly (`{colors.primary}`, `{component-name}-pressed`, `{rounded.full}`) — do not paraphrase.
3. Run `npx @google/design.md lint DESIGN.md` after edits to catch broken refs and contrast issues.
4. Add new variants as separate `components:` entries (`-pressed`, `-disabled`, `-focused`, `-active`).
5. Default to `{typography.body-md}` for body and `{typography.subtitle}` for emphasis. Headlines step down `hero-display → display-lg → heading-1 → heading-2 → heading-3 → heading-4 → heading-5`.
6. Keep `{colors.brand-green}` confined to accent moments. If it appears on a generic surface, ask whether it earned that role.
7. Pill-shaped buttons (`{rounded.full}`) always; squared buttons signal "third-party widget" in this language.
8. Documentation prose belongs in `{typography.body-md}` 16px with 1.50 line-height — anything denser breaks the reading experience.
## Known Gaps
- Specific dark-mode token values for canvas, surface, ink, and hairline are not surfaced on these pages; the brand has not yet shipped a published dark-mode palette
- Animation/transition timings are not extracted; recommend 150200ms ease for hover/focus state transitions
- Form validation success state is not explicitly captured beyond defaults — implement following standard green-border + success badge patterns
- Code syntax highlighting palette inside docs is not formalized; documentation samples carry their own twoslash-style annotation system tokens (e.g. `{colors.brand-tag}`, `{colors.brand-annotate}`, `{colors.brand-warn}`) but the full highlight scheme is not enumerated
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# Mintlify Inspired Design System
# Mintlify Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/mintlify/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Miro-design-analysis
description: Miro presents itself as the AI-powered visual workspace through a confident, almost playful brand voice — anchored by its signature canary yellow ({colors.brand-yellow}) wordmark over white canvas, broken open by colorful pastel feature tints (rose, teal, coral, orange, mint) that echo the actual sticky-note color palette used on the live whiteboard. Black-pill primary buttons dominate marketing, real Miro-board mockups serve as feature illustrations, and a 4-tier pricing grid leads into a dense comparison table. Roobert PRO carries display headlines; the system supports homepage, pricing, AI Workflows product page, agile vertical, and customer stories surfaces.
colors:
primary: "#1c1c1e"
on-primary: "#ffffff"
brand-yellow: "#ffd02f"
brand-yellow-deep: "#fcb900"
yellow-light: "#fff4c4"
yellow-dark: "#746019"
brand-blue: "#4262ff"
blue-450: "#5b76fe"
blue-pressed: "#2a41b6"
brand-coral: "#ff9999"
coral-light: "#ffc6c6"
coral-dark: "#600000"
brand-rose: "#ffd8f4"
rose-light: "#fde0f0"
brand-pink: "#fde0f0"
brand-teal: "#0fbcb0"
teal-light: "#c3faf5"
moss-dark: "#187574"
brand-orange-light: "#ffe6cd"
brand-red: "#fbd4d4"
brand-red-dark: "#e3c5c5"
success-accent: "#00b473"
canvas: "#ffffff"
surface: "#f7f8fa"
surface-soft: "#fafbfc"
surface-yellow: "#fff8e0"
surface-pricing-featured: "#f5f3ff"
hairline: "#e0e2e8"
hairline-soft: "#eef0f3"
hairline-strong: "#c7cad5"
ink-deep: "#050038"
ink: "#1c1c1e"
charcoal: "#2c2c34"
slate: "#555a6a"
steel: "#6b6f7e"
stone: "#8e91a0"
muted: "#a5a8b5"
on-dark: "#ffffff"
on-dark-muted: "#a5a8b5"
footer-bg: "#1c1c1e"
typography:
hero-display:
fontFamily: Roobert PRO
fontSize: 80px
fontWeight: 500
lineHeight: 1.05
letterSpacing: -2px
display-lg:
fontFamily: Roobert PRO
fontSize: 60px
fontWeight: 500
lineHeight: 1.10
letterSpacing: -1.5px
heading-1:
fontFamily: Roobert PRO
fontSize: 48px
fontWeight: 500
lineHeight: 1.15
letterSpacing: -1px
heading-2:
fontFamily: Roobert PRO
fontSize: 36px
fontWeight: 500
lineHeight: 1.20
letterSpacing: -0.5px
heading-3:
fontFamily: Roobert PRO
fontSize: 28px
fontWeight: 500
lineHeight: 1.25
heading-4:
fontFamily: Roobert PRO
fontSize: 22px
fontWeight: 500
lineHeight: 1.30
heading-5:
fontFamily: Roobert PRO
fontSize: 18px
fontWeight: 500
lineHeight: 1.40
subtitle:
fontFamily: Roobert PRO
fontSize: 18px
fontWeight: 400
lineHeight: 1.50
body-md:
fontFamily: Roobert PRO
fontSize: 16px
fontWeight: 400
lineHeight: 1.50
body-md-medium:
fontFamily: Roobert PRO
fontSize: 16px
fontWeight: 500
lineHeight: 1.50
body-sm:
fontFamily: Roobert PRO
fontSize: 14px
fontWeight: 400
lineHeight: 1.50
body-sm-medium:
fontFamily: Roobert PRO
fontSize: 14px
fontWeight: 500
lineHeight: 1.50
caption:
fontFamily: Roobert PRO
fontSize: 13px
fontWeight: 400
lineHeight: 1.40
caption-bold:
fontFamily: Roobert PRO
fontSize: 13px
fontWeight: 600
lineHeight: 1.40
micro:
fontFamily: Roobert PRO
fontSize: 12px
fontWeight: 500
lineHeight: 1.40
micro-uppercase:
fontFamily: Roobert PRO
fontSize: 11px
fontWeight: 600
lineHeight: 1.40
letterSpacing: 0.5px
button-md:
fontFamily: Roobert PRO
fontSize: 14px
fontWeight: 500
lineHeight: 1.30
stat-display:
fontFamily: Roobert PRO
fontSize: 64px
fontWeight: 500
lineHeight: 1.10
letterSpacing: -1.5px
rounded:
xs: 4px
sm: 6px
md: 8px
lg: 12px
xl: 16px
xxl: 20px
xxxl: 28px
feature: 32px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 20px
xl: 24px
xxl: 32px
xxxl: 40px
section-sm: 48px
section: 64px
section-lg: 96px
hero: 120px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "12px 24px"
button-primary-pressed:
backgroundColor: "{colors.charcoal}"
textColor: "{colors.on-primary}"
button-primary-disabled:
backgroundColor: "{colors.hairline}"
textColor: "{colors.muted}"
button-yellow:
backgroundColor: "{colors.brand-yellow}"
textColor: "{colors.primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "12px 24px"
button-blue:
backgroundColor: "{colors.brand-blue}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "12px 24px"
button-secondary:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "12px 24px"
border: "1px solid {colors.hairline-strong}"
button-on-dark:
backgroundColor: "{colors.on-dark}"
textColor: "{colors.primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "12px 24px"
button-ghost:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: "8px 12px"
button-link:
backgroundColor: "transparent"
textColor: "{colors.brand-blue}"
typography: "{typography.body-sm-medium}"
padding: "0"
button-icon-circular:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
size: 36px
border: "1px solid {colors.hairline}"
card-base:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xl}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline-soft}"
card-feature:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xxxl}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline-soft}"
card-feature-yellow:
backgroundColor: "{colors.brand-yellow}"
textColor: "{colors.primary}"
rounded: "{rounded.xxxl}"
padding: "{spacing.xxl}"
card-feature-coral:
backgroundColor: "{colors.coral-light}"
textColor: "{colors.primary}"
rounded: "{rounded.xxxl}"
padding: "{spacing.xxl}"
card-feature-teal:
backgroundColor: "{colors.teal-light}"
textColor: "{colors.primary}"
rounded: "{rounded.xxxl}"
padding: "{spacing.xxl}"
card-feature-rose:
backgroundColor: "{colors.rose-light}"
textColor: "{colors.primary}"
rounded: "{rounded.xxxl}"
padding: "{spacing.xxl}"
card-customer-story:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xxxl}"
padding: "0"
border: "1px solid {colors.hairline-soft}"
card-stat:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.stat-display}"
padding: "{spacing.lg}"
pricing-card:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xl}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline}"
pricing-card-featured:
backgroundColor: "{colors.surface-pricing-featured}"
rounded: "{rounded.xl}"
padding: "{spacing.xxl}"
border: "2px solid {colors.brand-blue}"
pricing-card-enterprise:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
rounded: "{rounded.xl}"
padding: "{spacing.xxl}"
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: "{spacing.sm} {spacing.md}"
border: "1px solid {colors.hairline-strong}"
height: 44px
text-input-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
border: "2px solid {colors.brand-blue}"
search-pill:
backgroundColor: "{colors.surface}"
textColor: "{colors.steel}"
typography: "{typography.body-sm}"
rounded: "{rounded.md}"
padding: "{spacing.xs} {spacing.md}"
height: 40px
border: "1px solid {colors.hairline}"
filter-dropdown:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm-medium}"
rounded: "{rounded.full}"
padding: "{spacing.xs} {spacing.md}"
border: "1px solid {colors.hairline-strong}"
pill-tab:
backgroundColor: "{colors.canvas}"
textColor: "{colors.steel}"
typography: "{typography.body-sm-medium}"
rounded: "{rounded.full}"
padding: "{spacing.xs} {spacing.md}"
border: "1px solid {colors.hairline}"
pill-tab-active:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
rounded: "{rounded.full}"
border: "1px solid {colors.primary}"
toggle-monthly-yearly:
backgroundColor: "{colors.surface}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
padding: "4px"
badge-promo:
backgroundColor: "{colors.brand-yellow}"
textColor: "{colors.primary}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
badge-tag-yellow:
backgroundColor: "{colors.surface-yellow}"
textColor: "{colors.yellow-dark}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
badge-tag-purple:
backgroundColor: "{colors.surface-pricing-featured}"
textColor: "{colors.brand-blue}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
badge-tag-coral:
backgroundColor: "{colors.coral-light}"
textColor: "{colors.coral-dark}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
badge-success:
backgroundColor: "{colors.success-accent}"
textColor: "{colors.on-primary}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
badge-discount:
backgroundColor: "{colors.brand-yellow}"
textColor: "{colors.primary}"
typography: "{typography.caption-bold}"
rounded: "{rounded.sm}"
padding: "2px 6px"
promo-banner:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.body-sm-medium}"
padding: "{spacing.sm} {spacing.md}"
comparison-table:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.md}"
border: "1px solid {colors.hairline}"
comparison-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
padding: "{spacing.md} {spacing.lg}"
border: "0 0 1px {colors.hairline-soft} solid"
template-card:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xl}"
padding: "{spacing.md}"
border: "1px solid {colors.hairline}"
whiteboard-mockup:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xl}"
padding: "0"
border: "1px solid {colors.hairline-soft}"
shadow: "rgba(5, 0, 56, 0.08) 0px 12px 32px -4px"
faq-accordion-item:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.md}"
padding: "{spacing.xl}"
border: "0 0 1px {colors.hairline} solid"
logo-wall-item:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.body-md-medium}"
padding: "{spacing.lg}"
hero-band-marketing:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.hero-display}"
rounded: "0"
padding: "{spacing.hero}"
cta-banner-dark:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
rounded: "{rounded.feature}"
padding: "{spacing.section}"
industry-tile:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.xl}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline-soft}"
capterra-badge:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.caption}"
rounded: "{rounded.md}"
padding: "{spacing.sm} {spacing.md}"
border: "1px solid {colors.hairline}"
footer-region:
backgroundColor: "{colors.footer-bg}"
textColor: "{colors.on-dark}"
typography: "{typography.body-sm}"
padding: "{spacing.section} {spacing.xxl}"
footer-link:
backgroundColor: "transparent"
textColor: "{colors.on-dark-muted}"
typography: "{typography.body-sm}"
padding: "{spacing.xxs} 0"
app-store-badge:
backgroundColor: "{colors.canvas}"
textColor: "{colors.primary}"
typography: "{typography.caption-bold}"
rounded: "{rounded.md}"
padding: "{spacing.sm} {spacing.md}"
---
## Overview
Miro positions itself as the AI-powered visual workspace through a confident, slightly playful brand voice. The homepage opens with a stark white canvas anchored by a small canary-yellow Miro wordmark in the top-left, a black-pill primary CTA "Get started free" and a secondary "Book a demo" outline pill — then dramatic real-Miro-board mockup imagery (sticky notes, kanban, mind maps) carries the visual weight. Across deeper surfaces, the system breaks open: pastel feature cards (rose, teal, coral, yellow) echo the actual sticky-note color palette of the live whiteboard product, and customer story cards reuse those tints to differentiate brand vignettes.
Roobert PRO — Miro's custom display face — anchors every typographic surface, from the 80px hero display down to 11px micro labels. The face's slightly rounded, geometric character pairs naturally with the playful product photography and the friendly product positioning. Black-pill primary buttons (`{rounded.full}`) dominate marketing CTAs; the brand color, signature canary yellow ({colors.brand-yellow}), is reserved for the wordmark, top promo banners, and "yellow tag" feature pills — never as a primary CTA. The 4-tier pricing comparison (Free / Starter / Business / Enterprise) leads into the densest surface in the system: a feature comparison table that runs ~80 rows deep across multiple section dividers.
**Key Characteristics:**
- Stark white canvas + Miro wordmark in canary yellow ({colors.brand-yellow}) as the recognizable opening signature
- Black-pill primary CTAs ({colors.primary} + `{rounded.full}`) as the dominant interactive element
- Pastel feature cards (yellow, rose, coral, teal, mint) that echo the actual sticky-note palette
- Roobert PRO across every UI surface; geometric, slightly rounded character
- Real Miro-board mockup imagery used as feature illustrations
- 4-tier pricing card grid + dense feature comparison table
- Massive dark footer ({colors.footer-bg}) with multi-column links + app-store badges
## Colors
> Source pages: miro.com/ (homepage), /pricing/ (4-tier comparison), /products/ai-workflows/ (AI product), /agile/ (vertical landing), /customers/ (story directory). Token coverage was identical across all five pages.
### Brand & Accent
- **Miro Yellow** ({colors.brand-yellow}): The brand's recognizable canary yellow — wordmark color, top promo banner, "yellow tag" pills
- **Yellow Deep** ({colors.brand-yellow-deep}): Darker variant for hover states and emphasis
- **Yellow Light** ({colors.yellow-light}): Pale yellow background tint for tag chips
- **Yellow Dark** ({colors.yellow-dark}): Yellow-tag text color (dark olive) for chip foreground
- **Brand Blue** ({colors.brand-blue}): Action blue for inline links and featured-pricing-tier border
- **Blue Pressed** ({colors.blue-pressed}): Pressed-state blue
- **Brand Coral** ({colors.brand-coral}): Coral accent for warm callouts
- **Coral Light** ({colors.coral-light}): Pale coral for feature card backgrounds
- **Coral Dark** ({colors.coral-dark}): Coral-tag text color (deep wine)
- **Brand Rose** ({colors.brand-rose}): Soft rose-pink for feature card variants
- **Brand Teal** ({colors.brand-teal}): Brand teal
- **Teal Light** ({colors.teal-light}): Pale teal for feature card backgrounds
- **Moss Dark** ({colors.moss-dark}): Deep teal-green text color
- **Brand Pink** ({colors.brand-pink}): Pale pink for soft callouts
- **Brand Orange Light** ({colors.brand-orange-light}): Soft orange for feature card backgrounds
### Surface
- **Canvas White** ({colors.canvas}): Page background and primary card surface
- **Surface** ({colors.surface}): Subtle section backgrounds, search-pill rest
- **Surface Soft** ({colors.surface-soft}): Quieter section divisions
- **Surface Yellow** ({colors.surface-yellow}): Pale yellow-tinted surface for tag chip
- **Surface Pricing Featured** ({colors.surface-pricing-featured}): Pale lavender for featured pricing tier
- **Hairline** ({colors.hairline}): 1px borders and primary dividers
- **Hairline Soft** ({colors.hairline-soft}): Quieter table-row dividers
- **Hairline Strong** ({colors.hairline-strong}): Stronger 1px border for inputs
### Text
- **Ink Deep** ({colors.ink-deep}): Headlines on lighter feature cards
- **Ink** ({colors.ink}): Primary headlines and body text
- **Charcoal** ({colors.charcoal}): Body emphasis text
- **Slate** ({colors.slate}): Secondary text, metadata
- **Steel** ({colors.steel}): Tertiary text, footer links
- **Stone** ({colors.stone}): Captions, muted labels
- **Muted** ({colors.muted}): Disabled labels, input placeholders
- **On Dark** ({colors.on-dark}): White text on dark surfaces
- **On Dark Muted** ({colors.on-dark-muted}): Reduced-opacity white on dark
### Semantic
- **Success Accent** ({colors.success-accent}): Confirmation/success indicator green
- **Brand Red** ({colors.brand-red}): Soft red for error backgrounds
- **Brand Red Dark** ({colors.brand-red-dark}): Stronger red for error borders
## Typography
### Font Family
**Roobert PRO** (primary): Miro's custom geometric sans-serif typeface. Used across every UI surface from oversized 80px hero displays to 11px micro labels. The face has a slightly rounded, friendly character that matches the brand's playful product positioning. Fallbacks: Noto Sans, -apple-system, BlinkMacSystemFont, sans-serif.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.hero-display}` | 80px | 500 | 1.05 | -2px | Marketing hero ("See how teams get great done with Miro") |
| `{typography.display-lg}` | 60px | 500 | 1.10 | -1.5px | Major section openers |
| `{typography.heading-1}` | 48px | 500 | 1.15 | -1px | Page-level headlines |
| `{typography.heading-2}` | 36px | 500 | 1.20 | -0.5px | Subsection headlines |
| `{typography.heading-3}` | 28px | 500 | 1.25 | 0 | Card titles |
| `{typography.heading-4}` | 22px | 500 | 1.30 | 0 | Feature tile titles |
| `{typography.heading-5}` | 18px | 500 | 1.40 | 0 | FAQ questions, smaller cards |
| `{typography.subtitle}` | 18px | 400 | 1.50 | 0 | Hero subtitle |
| `{typography.body-md}` | 16px | 400 | 1.50 | 0 | Primary body text |
| `{typography.body-md-medium}` | 16px | 500 | 1.50 | 0 | Logo wall labels |
| `{typography.body-sm}` | 14px | 400 | 1.50 | 0 | Secondary body, table cells |
| `{typography.body-sm-medium}` | 14px | 500 | 1.50 | 0 | Filter dropdowns, button labels |
| `{typography.caption}` | 13px | 400 | 1.40 | 0 | Helper text |
| `{typography.caption-bold}` | 13px | 600 | 1.40 | 0 | Badge labels, tag chips |
| `{typography.micro}` | 12px | 500 | 1.40 | 0 | Footer microcopy |
| `{typography.micro-uppercase}` | 11px | 600 | 1.40 | 0.5px | Section dividers in tables |
| `{typography.button-md}` | 14px | 500 | 1.30 | 0 | Pill button labels |
| `{typography.stat-display}` | 64px | 500 | 1.10 | -1.5px | "100M+ users" stat callouts |
### Principles
- **Tight hero leading** (1.05) creates magazine-grade display headlines on the 80px hero
- **Negative letter-spacing progression** — display sizes use -2px to -1.5px; smaller headings relax to 0
- **Stat-display token** (64px / 500) for marketing stat callouts
- **Single weight scale** — 400 (body), 500 (medium emphasis + headings), 600 (badges and uppercase). Roobert PRO does not use 700 in this system.
## Layout
### Spacing System
- **Base unit**: 4px (8px primary increment)
- **Tokens**: `{spacing.xxs}` (4px) · `{spacing.xs}` (8px) · `{spacing.sm}` (12px) · `{spacing.md}` (16px) · `{spacing.lg}` (20px) · `{spacing.xl}` (24px) · `{spacing.xxl}` (32px) · `{spacing.xxxl}` (40px) · `{spacing.section-sm}` (48px) · `{spacing.section}` (64px) · `{spacing.section-lg}` (96px) · `{spacing.hero}` (120px)
- **Section rhythm**: Marketing pages use `{spacing.section-lg}` (96px); pricing comparison tightens to `{spacing.section}` (64px); customer story stack uses `{spacing.xxl}` (32px)
- **Card internal padding**: `{spacing.xl}` (24px) for compact cards; `{spacing.xxl}` (32px) for feature panels
### Grid & Container
- Marketing pages use 1280px max-width with 32px gutters
- Pricing page renders 4-tier card row at desktop (Free / Starter / Business / Enterprise)
- Customer stories page uses 2-column grid with filter dropdowns
- AI Workflows page uses 2-column hero, then 3-up feature grid
### Whitespace Philosophy
Marketing surfaces give content generous breathing room — `{spacing.hero}` (120px) hero padding gives the small wordmark room to breathe. Pricing surfaces tighten dramatically.
## Elevation & Depth
The system runs predominantly flat with strategic depth on hero mockups.
| Level | Treatment | Use |
|---|---|---|
| 0 (flat) | No shadow; `{colors.hairline-soft}` border | Default cards, table rows, form inputs |
| 1 (subtle) | `rgba(5, 0, 56, 0.04) 0px 1px 2px 0px` | Subtle hover-elevated tiles |
| 2 (card) | `rgba(5, 0, 56, 0.06) 0px 4px 12px 0px` | Standard feature cards |
| 3 (mockup) | `rgba(5, 0, 56, 0.08) 0px 12px 32px -4px` | Hero whiteboard mockup framing |
| 4 (modal) | `rgba(5, 0, 56, 0.12) 0px 16px 48px -8px` | Modals, dropdowns |
### Decorative Depth
- The atmospheric depth on Miro's hero comes from the live-product-board mockup illustrations — sticky notes layered at z-offsets, color-block tints behind whiteboard frames
- Pastel feature cards carry their own visual weight via saturated background color
- Customer-story cards layer dark photographic content with overlay scrims
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 4px | Small chips, micro-controls |
| `{rounded.sm}` | 6px | Discount badges |
| `{rounded.md}` | 8px | Inputs, search-pill |
| `{rounded.lg}` | 12px | Standard cards, table containers |
| `{rounded.xl}` | 16px | Pricing cards, feature panels |
| `{rounded.xxl}` | 20px | Larger feature cards |
| `{rounded.xxxl}` | 28px | Pastel feature cards (yellow, rose, coral, teal) |
| `{rounded.feature}` | 32px | Hero CTA banner cards |
| `{rounded.full}` | 9999px | All buttons, pill tabs, badges |
### Photography Geometry
- Real Miro board mockups render with `{rounded.xl}` (16px) corners and a subtle drop shadow
- Customer story cards use `{rounded.xxxl}` (28px) corners with full-bleed photography
- Template card thumbnails use `{rounded.xl}` (16px) with photographic content
- Customer logos wall presents wordmarks inline at consistent 100px height
## Components
> Per the no-hover policy, hover states are NOT documented. Default and pressed/active states only.
### Buttons
**`button-primary`** — Black pill primary CTA, the dominant action ("Get started free").
- Background `{colors.primary}`, text `{colors.on-primary}`, typography `{typography.button-md}`, padding `12px 24px`, rounded `{rounded.full}`.
- Pressed state `button-primary-pressed` lifts to `{colors.charcoal}`.
- Disabled state `button-primary-disabled` uses `{colors.hairline}` background and `{colors.muted}` text.
**`button-yellow`** — Brand-yellow pill for moments of brand emphasis.
- Background `{colors.brand-yellow}`, text `{colors.primary}`, typography `{typography.button-md}`, padding `12px 24px`, rounded `{rounded.full}`.
**`button-blue`** — Brand-blue pill for inline action callouts.
- Background `{colors.brand-blue}`, text `{colors.on-primary}`, typography `{typography.button-md}`, padding `12px 24px`, rounded `{rounded.full}`.
**`button-secondary`** — Outlined pill for secondary actions ("Book a demo").
- Background transparent, text `{colors.ink}`, border `1px solid {colors.hairline-strong}`, typography `{typography.button-md}`, padding `12px 24px`, rounded `{rounded.full}`.
**`button-on-dark`** — White pill for dark CTA banners.
- Background `{colors.on-dark}`, text `{colors.primary}`, typography `{typography.button-md}`, padding `12px 24px`, rounded `{rounded.full}`.
**`button-ghost`** — Quieter rectangular ghost button.
- Background transparent, text `{colors.ink}`, typography `{typography.button-md}`, padding `8px 12px`, rounded `{rounded.md}`.
**`button-link`** — Inline text link.
- Background transparent, text `{colors.brand-blue}`, typography `{typography.body-sm-medium}`, padding `0`.
**`button-icon-circular`** — 36×36px circular utility button.
- Background `{colors.canvas}`, text `{colors.ink}`, border `1px solid {colors.hairline}`, rounded `{rounded.full}`.
### Cards & Containers
**`card-base`** — Standard content card.
- Background `{colors.canvas}`, rounded `{rounded.xl}`, padding `{spacing.xl}`, border `1px solid {colors.hairline-soft}`.
**`card-feature`** — White feature card with larger 28px corners.
- Background `{colors.canvas}`, rounded `{rounded.xxxl}`, padding `{spacing.xxl}`, border `1px solid {colors.hairline-soft}`.
**`card-feature-yellow`** — Pastel-yellow feature card.
- Background `{colors.brand-yellow}`, text `{colors.primary}`, rounded `{rounded.xxxl}`, padding `{spacing.xxl}`.
**`card-feature-coral`** — Pastel-coral feature card variant.
- Background `{colors.coral-light}`, text `{colors.primary}`, rounded `{rounded.xxxl}`, padding `{spacing.xxl}`.
**`card-feature-teal`** — Pastel-teal feature card variant.
- Background `{colors.teal-light}`, text `{colors.primary}`, rounded `{rounded.xxxl}`, padding `{spacing.xxl}`.
**`card-feature-rose`** — Pastel-rose feature card variant.
- Background `{colors.rose-light}`, text `{colors.primary}`, rounded `{rounded.xxxl}`, padding `{spacing.xxl}`.
**`card-customer-story`** — Customer story card.
- Background `{colors.canvas}`, rounded `{rounded.xxxl}`, padding `0` (image fills the card), border `1px solid {colors.hairline-soft}`.
**`card-stat`** — Stat-row cell for "100M+ users".
- Background transparent, text `{colors.ink}`, typography `{typography.stat-display}`, padding `{spacing.lg}`.
**`pricing-card`** — Standard pricing tier card.
- Background `{colors.canvas}`, rounded `{rounded.xl}`, padding `{spacing.xxl}`, border `1px solid {colors.hairline}`.
**`pricing-card-featured`** — Featured pricing tier (Business — lavender background + blue border).
- Background `{colors.surface-pricing-featured}`, rounded `{rounded.xl}`, padding `{spacing.xxl}`, border `2px solid {colors.brand-blue}`.
**`pricing-card-enterprise`** — Dark-canvas enterprise tier card.
- Background `{colors.primary}`, text `{colors.on-primary}`, rounded `{rounded.xl}`, padding `{spacing.xxl}`.
### Inputs & Forms
**`text-input`** — Standard text field.
- Background `{colors.canvas}`, text `{colors.ink}`, border `1px solid {colors.hairline-strong}`, rounded `{rounded.md}`, padding `{spacing.sm} {spacing.md}`, height 44px.
**`text-input-focused`** — Activated state.
- Border switches to `2px solid {colors.brand-blue}`.
**`search-pill`** — Search bar.
- Background `{colors.surface}`, text `{colors.steel}`, typography `{typography.body-sm}`, rounded `{rounded.md}`, height 40px, border `1px solid {colors.hairline}`.
**`filter-dropdown`** — Pill-shaped filter dropdown ("Company use" / "Industry" / "Use case").
- Background `{colors.canvas}`, text `{colors.ink}`, typography `{typography.body-sm-medium}`, rounded `{rounded.full}`, padding `{spacing.xs} {spacing.md}`, border `1px solid {colors.hairline-strong}`.
### Tabs
**`pill-tab`** + **`pill-tab-active`** — Pill-style tab nav.
- Inactive: background `{colors.canvas}`, text `{colors.steel}`, border `1px solid {colors.hairline}`, padding `{spacing.xs} {spacing.md}`, rounded `{rounded.full}`.
- Active: background `{colors.primary}`, text `{colors.on-primary}`.
**`toggle-monthly-yearly`** — Two-state pill toggle (Monthly / Annual on pricing).
- Background `{colors.surface}`, rounded `{rounded.full}`, padding `4px`.
### Badges & Status
**`badge-promo`** — Yellow promo banner badge.
- Background `{colors.brand-yellow}`, text `{colors.primary}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`badge-tag-yellow`** — Soft-yellow feature tag chip ("Yellow" tag on AI Workflows page).
- Background `{colors.surface-yellow}`, text `{colors.yellow-dark}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`badge-tag-purple`** — Lavender feature tag chip ("AI agent" tag).
- Background `{colors.surface-pricing-featured}`, text `{colors.brand-blue}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`badge-tag-coral`** — Coral feature tag chip variant.
- Background `{colors.coral-light}`, text `{colors.coral-dark}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`badge-success`** — Green success indicator.
- Background `{colors.success-accent}`, text `{colors.on-primary}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`badge-discount`** — Yellow rectangular discount pill ("Save 15%").
- Background `{colors.brand-yellow}`, text `{colors.primary}`, typography `{typography.caption-bold}`, rounded `{rounded.sm}`, padding `2px 6px`.
**`promo-banner`** — Sticky black promo strip ABOVE the top nav.
- Background `{colors.primary}`, text `{colors.on-primary}`, typography `{typography.body-sm-medium}`, padding `{spacing.sm} {spacing.md}`. Carries inline yellow "GET YOUR SPOT" pill.
### Tables
**`comparison-table`** — Pricing feature comparison table.
- Background `{colors.canvas}`, text `{colors.ink}`, typography `{typography.body-sm}`, rounded `{rounded.md}`, border `1px solid {colors.hairline}`.
**`comparison-row`** — Individual feature row.
- Background `{colors.canvas}`, text `{colors.ink}`, padding `{spacing.md} {spacing.lg}`, bottom border `1px solid {colors.hairline-soft}`.
### Documentation Components
**`whiteboard-mockup`** — Real Miro-board UI rendered as feature illustration.
- Background `{colors.canvas}`, rounded `{rounded.xl}`, border `1px solid {colors.hairline-soft}`, shadow `rgba(5, 0, 56, 0.08) 0px 12px 32px -4px`.
**`template-card`** — Template thumbnail card.
- Background `{colors.canvas}`, rounded `{rounded.xl}`, padding `{spacing.md}`, border `1px solid {colors.hairline}`.
**`industry-tile`** — Industry-vertical tile.
- Background `{colors.canvas}`, rounded `{rounded.xl}`, padding `{spacing.xl}`, border `1px solid {colors.hairline-soft}`.
**`faq-accordion-item`** — FAQ panel item.
- Background `{colors.canvas}`, rounded `{rounded.md}`, padding `{spacing.xl}`, bottom border `1px solid {colors.hairline}`.
**`logo-wall-item`** — Customer logo wordmark cell.
- Background transparent, text `{colors.steel}`, typography `{typography.body-md-medium}`, padding `{spacing.lg}`.
**`capterra-badge`** — Review/rating badge in the footer.
- Background `{colors.canvas}`, text `{colors.ink}`, typography `{typography.caption}`, rounded `{rounded.md}`, padding `{spacing.sm} {spacing.md}`, border `1px solid {colors.hairline}`.
**`app-store-badge`** — App store / Google Play download pill.
- Background `{colors.canvas}`, text `{colors.primary}`, typography `{typography.caption-bold}`, rounded `{rounded.md}`, padding `{spacing.sm} {spacing.md}`.
### Navigation
**Top Navigation (Marketing)** — Sticky white bar with yellow Miro wordmark + horizontal links + right-side CTAs.
- Background `{colors.canvas}`, height ~64px.
- Left: Yellow square Miro wordmark + horizontal link list (Product, Solutions, Resources).
- Right: "Login / Pricing / Contact sales" links + black-pill "Get started free".
### Signature Components
**`hero-band-marketing`** — Marketing hero band.
- Background `{colors.canvas}`, padding `{spacing.hero}`.
- Layout: centered headline in `{typography.hero-display}`, centered subtitle, centered button row, then whiteboard mockup illustration below.
**`cta-banner-dark`** — Dark CTA banner at the bottom of feature pages.
- Background `{colors.primary}`, text `{colors.on-primary}`, rounded `{rounded.feature}`, padding `{spacing.section}`. Centered headline + subtitle + `button-on-dark` "Get started free".
**`footer-region`** — Massive multi-column dark footer.
- Background `{colors.footer-bg}`, padding `{spacing.section} {spacing.xxl}`.
- 6-column link grid (Product / Solutions / Tools / Resources / Company / Plans & Pricing).
- Section headings in `{typography.body-md-medium}` `{colors.on-dark}`.
**`footer-link`** — Individual link in the footer.
- Background transparent, text `{colors.on-dark-muted}`, typography `{typography.body-sm}`, padding `{spacing.xxs} 0`.
## Do's and Don'ts
### Do
- Reserve `{colors.brand-yellow}` for the wordmark, top promo banner, and "yellow tag" chips
- Use `{colors.primary}` (black) as the dominant CTA on all surfaces
- Pair pastel feature cards (yellow, rose, coral, teal) with white feature cards in the same viewport
- Apply `{rounded.full}` to every button, every pill tab, every status badge
- Apply `{rounded.xxxl}` (28px) to pastel feature cards
- Use real Miro-board mockups as feature illustrations
- Maintain Roobert PRO across every UI surface
### Don't
- Don't use `{colors.brand-yellow}` on standard CTAs or large background surfaces
- Don't introduce additional accent colors beyond yellow + brand pastels
- Don't soften corners on buttons; the pill is a brand signature
- Don't reduce hero leading below 1.05
- Don't apply heavy shadows on flat documentation cards; reserve elevation for whiteboard mockups
- Don't use stock photography — show the live product board UI
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile (small) | < 480px | Single column. Hero scales to 36px. Pill nav collapses to hamburger. Pricing tiers stack 1-up. |
| Mobile (large) | 480 767px | Feature tiles 2-up. Hero scales to 48px. |
| Tablet | 768 1023px | 2-column feature grids. Pill-tab nav returns. |
| Desktop | 1024 1279px | 4-tier pricing card row. Customer story grid 2-up. Hero at 64px. |
| Wide Desktop | ≥ 1280px | Full hero presentation, 80px hero display. |
### Touch Targets
- Pill buttons render at 4044px effective height — at WCAG AAA floor
- Circular icon buttons: 36×36px desktop → 44×44px mobile
- Form inputs render at 44px height
- Filter dropdowns render at ~36px tall — bumps to 44px on mobile
### Collapsing Strategy
- **Promo banner** stays full-width; truncates at < 480px
- **Top nav** below 1024px collapses to hamburger
- **Hero band**: 2-column hero collapses to stacked at < 1024px
- **Pricing comparison**: 4-column tiers → 2-column tablet → 1-column mobile; comparison table becomes horizontal-scroll
- **Customer story grid**: 2-up → 1-up at < 768px
- **Hero typography**: 80px → 60px tablet → 48px mobile-large → 36px mobile-small
- **Footer**: 6-column desktop → 3-column tablet → 2-column mobile → accordion at small mobile
### Image Behavior
- Whiteboard mockups maintain aspect ratio; lazy-loaded below the fold
- Customer story photography uses 16:9 ratio with full-bleed scaling
- Logo wall presents wordmarks at consistent 100px height
## Iteration Guide
1. Focus on ONE component at a time
2. Reference component names and tokens directly
3. Run `npx @google/design.md lint DESIGN.md` after edits
4. Add new variants as separate `components:` entries
5. Default to `{typography.body-md}` for body and `{typography.subtitle}` for emphasis
6. Keep `{colors.brand-yellow}` confined to wordmark, promo banner, and yellow-tag chips
7. Pill-shaped buttons (`{rounded.full}`) always
8. When showing the product, use a real Miro-board mockup with sticky-note color tints
## Known Gaps
- Specific dark-mode token values not surfaced
- Animation/transition timings not extracted; recommend 150200ms ease
- Form validation success state not explicitly captured beyond defaults
- Sticky note color tints inside the actual whiteboard product are richer than what marketing surfaces capture
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# Miro Inspired Design System
# Miro Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/miro/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Mistral-AI-design-analysis
description: Mistral AI brands itself with a singular signature — atmospheric sunset gradients (mustard, orange, deep red) layered over photography of mountains, plus a horizontal "sunset stripe" bar that closes every page. The system pairs warm cream-yellow surfaces ({colors.cream}) with a saturated orange primary CTA ({colors.primary}) and uses an elegant near-serif voice for hero displays. Coverage spans homepage (Frontier AI hero), Le Studio product page, Coding solutions, news article surfaces, contact form, and services tier page — all anchored by the signature gradient closing band.
colors:
primary: "#fa520f"
primary-deep: "#cc3a05"
on-primary: "#ffffff"
sunshine-300: "#ffd06a"
sunshine-500: "#ffb83e"
sunshine-700: "#ffa110"
sunshine-800: "#ff8105"
sunshine-900: "#ff8a00"
yellow-saturated: "#ffd900"
cream: "#fff8e0"
cream-light: "#fffaeb"
cream-deeper: "#fff0c2"
beige-deep: "#e6d5a8"
block-5: "#ffe295"
block-6: "#ffd900"
block-7: "#ff8105"
ink: "#1f1f1f"
ink-tint: "#3d3d3d"
charcoal: "#2c2c2c"
slate: "#4a4a4a"
steel: "#6a6a6a"
stone: "#8a8a8a"
muted: "#a8a8a8"
hairline: "#e5e5e5"
hairline-soft: "#ededed"
hairline-strong: "#c7c7c7"
canvas: "#ffffff"
surface: "#fafafa"
surface-cream: "#fff8e0"
surface-cream-soft: "#fffaeb"
surface-code: "#1c1c1e"
on-dark: "#ffffff"
on-dark-muted: "#a8a8a8"
on-cream: "#1f1f1f"
footer-cream: "#fff8e0"
link: "#fa520f"
typography:
hero-display:
fontFamily: PP Editorial Old
fontSize: 84px
fontWeight: 400
lineHeight: 1.05
letterSpacing: -1.5px
display-lg:
fontFamily: PP Editorial Old
fontSize: 64px
fontWeight: 400
lineHeight: 1.10
letterSpacing: -1px
heading-1:
fontFamily: PP Editorial Old
fontSize: 52px
fontWeight: 400
lineHeight: 1.15
letterSpacing: -0.5px
heading-2:
fontFamily: Inter
fontSize: 36px
fontWeight: 500
lineHeight: 1.20
letterSpacing: -0.5px
heading-3:
fontFamily: Inter
fontSize: 28px
fontWeight: 500
lineHeight: 1.25
heading-4:
fontFamily: Inter
fontSize: 22px
fontWeight: 500
lineHeight: 1.30
heading-5:
fontFamily: Inter
fontSize: 18px
fontWeight: 500
lineHeight: 1.40
subtitle:
fontFamily: Inter
fontSize: 18px
fontWeight: 400
lineHeight: 1.50
body-md:
fontFamily: Inter
fontSize: 16px
fontWeight: 400
lineHeight: 1.55
body-md-medium:
fontFamily: Inter
fontSize: 16px
fontWeight: 500
lineHeight: 1.55
body-sm:
fontFamily: Inter
fontSize: 14px
fontWeight: 400
lineHeight: 1.50
body-sm-medium:
fontFamily: Inter
fontSize: 14px
fontWeight: 500
lineHeight: 1.50
caption:
fontFamily: Inter
fontSize: 13px
fontWeight: 400
lineHeight: 1.40
caption-bold:
fontFamily: Inter
fontSize: 13px
fontWeight: 600
lineHeight: 1.40
micro:
fontFamily: Inter
fontSize: 12px
fontWeight: 500
lineHeight: 1.40
micro-uppercase:
fontFamily: Inter
fontSize: 11px
fontWeight: 600
lineHeight: 1.40
letterSpacing: 1px
button-md:
fontFamily: Inter
fontSize: 14px
fontWeight: 500
lineHeight: 1.30
stat-display:
fontFamily: PP Editorial Old
fontSize: 56px
fontWeight: 400
lineHeight: 1.10
letterSpacing: -1px
code-md:
fontFamily: JetBrains Mono
fontSize: 14px
fontWeight: 400
lineHeight: 1.50
rounded:
xs: 4px
sm: 6px
md: 8px
lg: 12px
xl: 16px
xxl: 20px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 20px
xl: 24px
xxl: 32px
xxxl: 40px
section-sm: 48px
section: 64px
section-lg: 96px
hero: 120px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: "10px 20px"
button-primary-pressed:
backgroundColor: "{colors.primary-deep}"
textColor: "{colors.on-primary}"
button-primary-disabled:
backgroundColor: "{colors.hairline}"
textColor: "{colors.muted}"
button-cream:
backgroundColor: "{colors.cream}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: "10px 20px"
border: "1px solid {colors.beige-deep}"
button-dark:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-dark}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: "10px 20px"
button-secondary:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: "10px 20px"
border: "1px solid {colors.hairline-strong}"
button-on-cream:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: "10px 20px"
border: "1px solid {colors.beige-deep}"
button-link:
backgroundColor: "transparent"
textColor: "{colors.primary}"
typography: "{typography.body-sm-medium}"
padding: "0"
card-base:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline-soft}"
card-feature:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline-soft}"
card-cream:
backgroundColor: "{colors.cream}"
textColor: "{colors.ink}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "1px solid {colors.beige-deep}"
card-cream-soft:
backgroundColor: "{colors.surface-cream-soft}"
textColor: "{colors.ink}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
card-feature-product:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline-soft}"
shadow: "rgba(0, 0, 0, 0.04) 0px 4px 12px"
card-photographic:
backgroundColor: "{colors.surface-code}"
textColor: "{colors.on-dark}"
rounded: "{rounded.lg}"
padding: "0"
pricing-card:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline-soft}"
pricing-card-featured:
backgroundColor: "{colors.cream}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "2px solid {colors.primary}"
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: "{spacing.sm} {spacing.md}"
border: "1px solid {colors.hairline-strong}"
height: 44px
text-input-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
border: "2px solid {colors.primary}"
text-area:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: "{spacing.md}"
border: "1px solid {colors.hairline-strong}"
contact-form-panel:
backgroundColor: "{colors.cream}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "1px solid {colors.beige-deep}"
pill-tab:
backgroundColor: "{colors.canvas}"
textColor: "{colors.steel}"
typography: "{typography.body-sm-medium}"
rounded: "{rounded.full}"
padding: "{spacing.xs} {spacing.md}"
border: "1px solid {colors.hairline}"
pill-tab-active:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-dark}"
rounded: "{rounded.full}"
border: "1px solid {colors.ink}"
segmented-tab:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.body-sm-medium}"
padding: "{spacing.sm} {spacing.md}"
border: "0 0 2px transparent solid"
segmented-tab-active:
backgroundColor: "transparent"
textColor: "{colors.primary}"
typography: "{typography.body-sm-medium}"
border: "0 0 2px {colors.primary} solid"
badge-orange:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
badge-cream:
backgroundColor: "{colors.cream-deeper}"
textColor: "{colors.ink}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
badge-dark:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-dark}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
promo-banner:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-dark}"
typography: "{typography.body-sm-medium}"
padding: "{spacing.sm} {spacing.md}"
hero-band-sunset:
backgroundColor: "{colors.sunshine-700}"
textColor: "{colors.ink}"
rounded: "0"
padding: "{spacing.hero}"
sunset-stripe-band:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
rounded: "0"
padding: "{spacing.lg} 0"
cta-banner-cream:
backgroundColor: "{colors.cream}"
textColor: "{colors.ink}"
rounded: "{rounded.lg}"
padding: "{spacing.section}"
code-block:
backgroundColor: "{colors.surface-code}"
textColor: "{colors.on-dark}"
typography: "{typography.code-md}"
rounded: "{rounded.md}"
padding: "{spacing.md}"
code-block-header:
backgroundColor: "{colors.surface-code}"
textColor: "{colors.on-dark-muted}"
typography: "{typography.caption}"
padding: "{spacing.xs} {spacing.md}"
border: "0 0 1px rgba(255,255,255,0.08) solid"
feature-icon-tile:
backgroundColor: "{colors.cream}"
rounded: "{rounded.md}"
padding: "{spacing.md}"
border: "1px solid {colors.beige-deep}"
industry-tile:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline-soft}"
stat-cell:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.stat-display}"
padding: "{spacing.lg}"
customer-testimonial-card:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline-soft}"
logo-wall-item:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.body-md-medium}"
padding: "{spacing.lg}"
faq-accordion-item:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.md}"
padding: "{spacing.xl}"
border: "0 0 1px {colors.hairline} solid"
footer-region:
backgroundColor: "{colors.footer-cream}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
padding: "{spacing.section} {spacing.xxl}"
footer-link:
backgroundColor: "transparent"
textColor: "{colors.primary}"
typography: "{typography.body-sm}"
padding: "{spacing.xxs} 0"
app-store-badge:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-dark}"
typography: "{typography.caption-bold}"
rounded: "{rounded.md}"
padding: "{spacing.sm} {spacing.md}"
---
## Overview
Mistral AI carries itself with a singular, almost cinematographic visual signature — the homepage opens with "Frontier AI. In your hands." rendered in elegant near-serif display type over a photographic mountain landscape bathed in mustard-orange sunset light. Below the hero, every page closes with the same recognizable element: a horizontal "sunset stripe" gradient band running red→orange→yellow→cream that wraps the foot of the page just above the footer. This stripe is THE brand recognizer — it appears on the homepage, products/studio, solutions/coding, news articles, contact form, and services tier page without exception.
The system pairs PP Editorial Old (a near-serif elegant display face) for hero displays with Inter for everything else (body, headings, UI). Cream-yellow surfaces ({colors.cream}, {colors.surface-cream-soft}) anchor form panels and feature cards; saturated orange ({colors.primary}) carries primary CTAs; the deep mountain photography on the homepage and the dark code mockups inside Le Studio create photographic depth. Cards are rectangular with `{rounded.lg}` (12px) corners — distinctly less playful than Miro's or Mintlify's pill-buttons-everywhere approach. Buttons are also `{rounded.md}` (8px), not pills — Mistral's geometry is more sober and editorial than its peers.
**Key Characteristics:**
- Atmospheric mountain-sunset hero photography (orange-red-yellow gradient sky)
- Horizontal "sunset stripe" band ({colors.primary} → {colors.sunshine-700} → {colors.yellow-saturated} → {colors.cream}) at every page bottom
- Cream-yellow surfaces ({colors.cream}, {colors.cream-soft}) for form panels and feature cards
- PP Editorial Old (or similar near-serif) for hero displays; Inter for everything else
- `{rounded.md}` (8px) buttons and `{rounded.lg}` (12px) cards — less playful, more editorial geometry
- Saturated orange primary CTA ({colors.primary}) carries every action call
## Colors
> Source pages: mistral.ai/ (homepage), /products/studio (Le Studio product), /solutions/coding (coding solution), /news/vibe-remote-agents-mistral-medium-3-5 (news), /contact (contact form), /services (services tiers). Token coverage was identical across all six pages.
### Brand & Accent
- **Mistral Orange** ({colors.primary}): Primary CTA color, brand orange
- **Orange Deep** ({colors.primary-deep}): Pressed-state and emphasis variant
- **Sunshine 300** ({colors.sunshine-300}): Atmospheric light orange-yellow
- **Sunshine 500** ({colors.sunshine-500}): Mid-spectrum sunset orange
- **Sunshine 700** ({colors.sunshine-700}): Saturated mid sunset gradient stop
- **Sunshine 800** ({colors.sunshine-800}): Deep sunset gradient stop
- **Sunshine 900** ({colors.sunshine-900}): Deepest sunset orange
- **Yellow Saturated** ({colors.yellow-saturated}): Pure brand yellow used in the sunset stripe gradient
- **Block 5/6/7** ({colors.block-5}, {colors.block-6}, {colors.block-7}): Spectrum stops along the sunset gradient (light-yellow → mid-yellow → deep-orange)
### Cream / Neutral Warm
- **Cream** ({colors.cream}): Warm yellow-cream surface for form panels, feature cards, footer
- **Cream Soft** ({colors.cream-soft}): Lighter cream variant
- **Cream Deeper** ({colors.cream-deeper}): More-saturated cream for badge/tag chips
- **Beige Deep** ({colors.beige-deep}): Cream surface 1px border color
### Surface
- **Canvas White** ({colors.canvas}): Page background and card surface
- **Surface** ({colors.surface}): Subtle quieter background
- **Surface Cream** ({colors.surface-cream}): Cream-yellow tinted surface
- **Surface Code** ({colors.surface-code}): Dark code-block / IDE mockup surface
- **Hairline** ({colors.hairline}): 1px borders
- **Hairline Soft** ({colors.hairline-soft}): Quieter dividers
- **Hairline Strong** ({colors.hairline-strong}): Stronger 1px border for inputs
### Text
- **Ink** ({colors.ink}): Primary headlines and body text
- **Ink Tint** ({colors.ink-tint}): Slightly softer black for hero overlay text
- **Charcoal** ({colors.charcoal}): Body emphasis
- **Slate** ({colors.slate}): Secondary text
- **Steel** ({colors.steel}): Tertiary text, captions
- **Stone** ({colors.stone}): Muted labels
- **Muted** ({colors.muted}): Disabled, placeholders
- **On Dark** ({colors.on-dark}): White text on dark surfaces
- **On Dark Muted** ({colors.on-dark-muted}): Reduced-opacity white
- **On Cream** ({colors.on-cream}): Ink text on cream surfaces
### Semantic
- **Link** ({colors.link}): Inline link color (matches primary orange)
## Typography
### Font Family
**PP Editorial Old** (display): Mistral's signature near-serif elegant display typeface used for hero displays, large numbers, and editorial section openers. Carries a slightly classical, intelligent character that contrasts the contemporary product positioning. Fallbacks: 'Times New Roman', Georgia, serif.
**Inter** (UI prose): Variable typeface for body, navigation, buttons, labels, captions. Fallbacks: ui-sans-serif, system-ui, -apple-system, sans-serif.
**JetBrains Mono** (code): Monospace for code blocks and IDE mockups. Fallbacks: 'SF Mono', Menlo, Consolas, monospace.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Family | Use |
|---|---|---|---|---|---|---|
| `{typography.hero-display}` | 84px | 400 | 1.05 | -1.5px | PP Editorial Old | Hero ("Frontier AI. In your hands.") |
| `{typography.display-lg}` | 64px | 400 | 1.10 | -1px | PP Editorial Old | Section openers |
| `{typography.heading-1}` | 52px | 400 | 1.15 | -0.5px | PP Editorial Old | Page headlines ("Get in touch with the team.") |
| `{typography.stat-display}` | 56px | 400 | 1.10 | -1px | PP Editorial Old | Stat callouts ("75%") |
| `{typography.heading-2}` | 36px | 500 | 1.20 | -0.5px | Inter | Subsection headlines |
| `{typography.heading-3}` | 28px | 500 | 1.25 | 0 | Inter | Card titles |
| `{typography.heading-4}` | 22px | 500 | 1.30 | 0 | Inter | Feature tile titles |
| `{typography.heading-5}` | 18px | 500 | 1.40 | 0 | Inter | Smaller card titles |
| `{typography.subtitle}` | 18px | 400 | 1.50 | 0 | Inter | Hero subtitle, lead body |
| `{typography.body-md}` | 16px | 400 | 1.55 | 0 | Inter | Primary body text |
| `{typography.body-md-medium}` | 16px | 500 | 1.55 | 0 | Inter | Body emphasis |
| `{typography.body-sm}` | 14px | 400 | 1.50 | 0 | Inter | Secondary body |
| `{typography.body-sm-medium}` | 14px | 500 | 1.50 | 0 | Inter | Active sidebar, button labels |
| `{typography.caption}` | 13px | 400 | 1.40 | 0 | Inter | Helper text |
| `{typography.caption-bold}` | 13px | 600 | 1.40 | 0 | Inter | Badge labels |
| `{typography.micro}` | 12px | 500 | 1.40 | 0 | Inter | Footer microcopy |
| `{typography.micro-uppercase}` | 11px | 600 | 1.40 | 1px | Inter | Section eyebrows |
| `{typography.button-md}` | 14px | 500 | 1.30 | 0 | Inter | Button labels |
| `{typography.code-md}` | 14px | 400 | 1.50 | 0 | JetBrains Mono | Code blocks |
### Principles
- **Editorial / sans pairing** — PP Editorial Old (near-serif, classical) anchors hero displays; Inter (geometric sans) carries everything else. The contrast IS the brand voice.
- **Generous body leading** (1.55 on body-md) for editorial readability across long-form pages
- **Tight hero leading** (1.05 on 84px display) creates magazine-grade typographic display
- **Negative letter-spacing** progresses with size — display sizes use -1.5px to -0.5px; smaller heads relax to 0
- **Stat-display token** (56px Editorial) for marketing stat callouts ("75% / 80% / 100%")
## Layout
### Spacing System
- **Base unit**: 4px (8px primary increment)
- **Tokens**: `{spacing.xxs}` (4px) · `{spacing.xs}` (8px) · `{spacing.sm}` (12px) · `{spacing.md}` (16px) · `{spacing.lg}` (20px) · `{spacing.xl}` (24px) · `{spacing.xxl}` (32px) · `{spacing.xxxl}` (40px) · `{spacing.section-sm}` (48px) · `{spacing.section}` (64px) · `{spacing.section-lg}` (96px) · `{spacing.hero}` (120px)
- **Section rhythm**: Marketing pages use `{spacing.section-lg}` (96px); content pages tighten to `{spacing.section}` (64px)
- **Card internal padding**: `{spacing.xl}` (24px) for compact cards; `{spacing.xxl}` (32px) for feature panels and form panels
### Grid & Container
- Marketing pages use 1280px max-width with 32px gutters
- Hero band uses 2-column split (text left, sunset photography right) on desktop
- Le Studio product page uses 3-up feature grid below the hero
- Contact page uses 1-column layout with cream form panel centered (~520px max-width)
- Services page uses 4-tier card layout with cream feature panel separator strip
### Whitespace Philosophy
Marketing surfaces give content generous breathing room — `{spacing.hero}` (120px) hero padding lets the mountain-sunset photography fill the frame. Form pages tighten dramatically: contact form panel uses `{spacing.xxl}` (32px) internal padding, fields stack on `{spacing.md}` (16px) gap.
## Elevation & Depth
The system runs predominantly flat with strategic atmospheric depth from photography.
| Level | Treatment | Use |
|---|---|---|
| 0 (flat) | No shadow; `{colors.hairline-soft}` border | Default cards, table rows, form inputs |
| 1 (subtle) | `rgba(0, 0, 0, 0.04) 0px 1px 2px 0px` | Hover-elevated tiles |
| 2 (card) | `rgba(0, 0, 0, 0.04) 0px 4px 12px 0px` | Standard feature cards |
| 3 (mockup) | `rgba(0, 0, 0, 0.08) 0px 12px 24px -4px` | IDE mockup, code editor frames |
| 4 (modal) | `rgba(0, 0, 0, 0.12) 0px 16px 48px -8px` | Modals, dropdowns |
### Decorative Depth
- The atmospheric depth on Mistral's hero comes from the photographic mountain-sunset imagery — natural light gradient does the work
- The "sunset stripe" closing band carries depth via its multi-stop gradient (red → orange → yellow → cream)
- IDE / code mockups use dark-canvas backgrounds with subtle drop shadow
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 4px | Small chips, micro-controls |
| `{rounded.sm}` | 6px | Discount badges, compact UI |
| `{rounded.md}` | 8px | Buttons, inputs, search-pill, code blocks |
| `{rounded.lg}` | 12px | Cards, modals, panels (the dominant card radius) |
| `{rounded.xl}` | 16px | Larger feature panels |
| `{rounded.xxl}` | 20px | Featured emphasis cards |
| `{rounded.full}` | 9999px | Status badges, pill tabs (used sparingly — most buttons are NOT pills) |
The radius scale is sober and editorial — Mistral does NOT use pill buttons. `{rounded.md}` (8px) for buttons, `{rounded.lg}` (12px) for cards, `{rounded.full}` reserved for badges and the rare pill tab.
### Photography Geometry
- Hero photography is full-bleed atmospheric mountain-sunset imagery with no internal framing
- IDE/code mockups render with `{rounded.lg}` (12px) corners on dark canvas
- Customer logos wall presents wordmarks inline at consistent 6080px height
- Product imagery (Le Studio mockup, agent UI mockups) sits in `{rounded.lg}` panels with subtle border
## Components
> Per the no-hover policy, hover states are NOT documented. Default and pressed/active states only.
### Buttons
**`button-primary`** — Saturated-orange primary CTA, the dominant action.
- Background `{colors.primary}`, text `{colors.on-primary}`, typography `{typography.button-md}`, padding `10px 20px`, rounded `{rounded.md}`.
- Pressed state `button-primary-pressed` deepens to `{colors.primary-deep}`.
- Disabled state `button-primary-disabled` uses `{colors.hairline}` background and `{colors.muted}` text.
**`button-cream`** — Warm cream-yellow secondary action, common on cream-surface sections.
- Background `{colors.cream}`, text `{colors.ink}`, border `1px solid {colors.beige-deep}`, typography `{typography.button-md}`, padding `10px 20px`, rounded `{rounded.md}`.
**`button-dark`** — Dark/black primary CTA on cream surfaces.
- Background `{colors.ink}`, text `{colors.on-dark}`, typography `{typography.button-md}`, padding `10px 20px`, rounded `{rounded.md}`.
**`button-secondary`** — Outlined secondary action.
- Background transparent, text `{colors.ink}`, border `1px solid {colors.hairline-strong}`, typography `{typography.button-md}`, padding `10px 20px`, rounded `{rounded.md}`.
**`button-on-cream`** — White button on cream-tinted backgrounds.
- Background `{colors.canvas}`, text `{colors.ink}`, border `1px solid {colors.beige-deep}`, typography `{typography.button-md}`, padding `10px 20px`, rounded `{rounded.md}`.
**`button-link`** — Inline orange text link.
- Background transparent, text `{colors.primary}`, typography `{typography.body-sm-medium}`, padding `0`. Underline on activation.
### Cards & Containers
**`card-base`** — Standard content card.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xl}`, border `1px solid {colors.hairline-soft}`.
**`card-feature`** — White feature card with larger padding.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `1px solid `{colors.hairline-soft}`.
**`card-cream`** — Warm cream-yellow feature card (services tiers, perk callouts).
- Background `{colors.cream}`, text `{colors.ink}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `1px solid {colors.beige-deep}`.
**`card-cream-soft`** — Lighter cream variant.
- Background `{colors.surface-cream-soft}`, text `{colors.ink}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`.
**`card-feature-product`** — Product showcase card with subtle elevation.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `1px solid {colors.hairline-soft}`, shadow `rgba(0, 0, 0, 0.04) 0px 4px 12px`.
**`card-photographic`** — Photographic product card with dark background.
- Background `{colors.surface-code}`, text `{colors.on-dark}`, rounded `{rounded.lg}`, padding `0` (image fills the card).
**`pricing-card`** — Standard pricing tier card.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `1px solid {colors.hairline-soft}`.
**`pricing-card-featured`** — Featured pricing tier (cream background + orange border).
- Background `{colors.cream}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `2px solid {colors.primary}`.
### Inputs & Forms
**`text-input`** — Standard text field.
- Background `{colors.canvas}`, text `{colors.ink}`, border `1px solid {colors.hairline-strong}`, rounded `{rounded.md}`, padding `{spacing.sm} {spacing.md}`, height 44px.
**`text-input-focused`** — Activated state.
- Border switches to `2px solid {colors.primary}`.
**`text-area`** — Multi-line text area for contact form.
- Background `{colors.canvas}`, text `{colors.ink}`, border `1px solid {colors.hairline-strong}`, rounded `{rounded.md}`, padding `{spacing.md}`.
**`contact-form-panel`** — Cream-tinted form container on the contact page.
- Background `{colors.cream}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `1px solid {colors.beige-deep}`. Hosts text-inputs, text-area, submit `button-dark`.
### Tabs
**`pill-tab`** + **`pill-tab-active`** — Pill-style tab nav (used sparingly on product pages).
- Inactive: background `{colors.canvas}`, text `{colors.steel}`, border `1px solid {colors.hairline}`, padding `{spacing.xs} {spacing.md}`, rounded `{rounded.full}`.
- Active: background `{colors.ink}`, text `{colors.on-dark}`.
**`segmented-tab`** + **`segmented-tab-active`** — Underline-style tab navigation.
- Inactive: text `{colors.steel}`, transparent background, padding `{spacing.sm} {spacing.md}`, no bottom border.
- Active: text `{colors.primary}`, 2px bottom border in `{colors.primary}`.
### Badges & Status
**`badge-orange`** — Saturated orange badge.
- Background `{colors.primary}`, text `{colors.on-primary}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`badge-cream`** — Cream-tinted tag chip.
- Background `{colors.cream-deeper}`, text `{colors.ink}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`badge-dark`** — Dark/black status badge.
- Background `{colors.ink}`, text `{colors.on-dark}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`promo-banner`** — Sticky black promo strip ABOVE the top nav.
- Background `{colors.ink}`, text `{colors.on-dark}`, typography `{typography.body-sm-medium}`, padding `{spacing.sm} {spacing.md}`. Carries one-line copy + inline CTA.
### Code
**`code-block`** — Syntax-highlighted IDE-style code block (Le Studio page mockup, agent demos).
- Background `{colors.surface-code}`, text `{colors.on-dark}`, typography `{typography.code-md}`, rounded `{rounded.md}`, padding `{spacing.md}`.
**`code-block-header`** — Header bar above the code block.
- Background `{colors.surface-code}`, text `{colors.on-dark-muted}`, typography `{typography.caption}`, padding `{spacing.xs} {spacing.md}`, bottom border `1px solid rgba(255,255,255,0.08)`.
### Documentation Components
**`feature-icon-tile`** — Cream-yellow feature icon callout.
- Background `{colors.cream}`, rounded `{rounded.md}`, padding `{spacing.md}`, border `1px solid {colors.beige-deep}`.
**`industry-tile`** — Industry-vertical tile in solutions page grid.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xl}`, border `1px solid {colors.hairline-soft}`.
**`stat-cell`** — Stat-row cell ("75% more / 80% better").
- Background transparent, text `{colors.ink}`, typography `{typography.stat-display}`, padding `{spacing.lg}`.
**`customer-testimonial-card`** — Customer quote card (used inside Le Studio and Solutions pages).
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `1px solid {colors.hairline-soft}`. Quote in `{typography.body-md}`, attribution in `{typography.body-sm}` `{colors.steel}`.
**`logo-wall-item`** — Customer logo wordmark cell.
- Background transparent, text `{colors.steel}`, typography `{typography.body-md-medium}`, padding `{spacing.lg}`.
**`faq-accordion-item`** — FAQ panel.
- Background `{colors.canvas}`, rounded `{rounded.md}`, padding `{spacing.xl}`, bottom border `1px solid {colors.hairline}`.
**`app-store-badge`** — App Store / Google Play download badge.
- Background `{colors.ink}`, text `{colors.on-dark}`, typography `{typography.caption-bold}`, rounded `{rounded.md}`, padding `{spacing.sm} {spacing.md}`.
### Navigation
**Top Navigation (Marketing)** — Sticky white bar.
- Background `{colors.canvas}`, height ~64px, bottom border `1px solid {colors.hairline-soft}`.
- Left: Mistral M-mark logo + "MISTRAL AI_" wordmark + horizontal link list (Products, Solutions, Research, Blog, Customers, Company).
- Right: "Contact Sales" link + black-pill "Try Studio" CTA.
### Signature Components
**`hero-band-sunset`** — Atmospheric sunset hero band.
- Background gradient `linear-gradient(135deg, {colors.sunshine-700} 0%, {colors.sunshine-900} 60%, {colors.primary} 100%)` overlaid on photographic mountain landscape.
- Layout: hero headline left in `{typography.hero-display}` ({colors.ink}), subtitle in `{typography.subtitle}` ({colors.ink-tint}), button row (`button-dark` + `button-secondary`), atmospheric mountain photography right.
**`sunset-stripe-band`** — Horizontal closing band at the foot of every page.
- Multi-stop gradient: `{colors.primary}``{colors.sunshine-700}``{colors.sunshine-500}``{colors.yellow-saturated}``{colors.cream}`.
- Padding `{spacing.lg} 0`. Spans full width, sits above the footer. THIS IS THE BRAND'S MOST RECOGNIZABLE SIGNATURE ELEMENT.
**`cta-banner-cream`** — Page-bottom CTA band on cream surface.
- Background `{colors.cream}`, text `{colors.ink}`, rounded `{rounded.lg}`, padding `{spacing.section}`. "The next chapter of AI is yours." headline in `{typography.heading-1}` (PP Editorial Old), button row below.
**`footer-region`** — Cream-tinted multi-column footer.
- Background `{colors.footer-cream}`, padding `{spacing.section} {spacing.xxl}`.
- 5-column link grid (Why Mistral / Explore / Build / Legal + brand mark column).
- Bottom: language picker + social icons.
**`footer-link`** — Individual footer link.
- Background transparent, text `{colors.primary}`, typography `{typography.body-sm}`, padding `{spacing.xxs} 0`.
## Do's and Don'ts
### Do
- Reserve `{colors.primary}` (saturated orange) for primary CTAs and active states only
- Use the **sunset stripe band** at the foot of every page — it's the brand's most recognizable signature
- Pair PP Editorial Old (display) with Inter (UI) — never substitute either with a generic alternative
- Apply `{rounded.md}` (8px) to buttons and `{rounded.lg}` (12px) to cards consistently
- Use cream-yellow surfaces ({colors.cream}) for form panels, feature cards, and footer
- Anchor heroes with photographic mountain-sunset imagery (or its visual equivalent — atmospheric gradient sky)
- Use stat-display token (PP Editorial 56px) for stat callouts to maintain editorial character
### Don't
- Don't use pill-shaped buttons (`{rounded.full}`) — Mistral's geometry is sober and editorial, not playful
- Don't introduce additional accent colors beyond the orange/yellow/cream sunset palette
- Don't reduce hero leading below 1.05 — the editorial display needs that magazine-grade tightness
- Don't replace PP Editorial Old hero displays with Inter — the editorial / sans contrast IS the brand
- Don't apply heavy shadows on flat documentation cards; reserve elevation for IDE mockups
- Don't drop the sunset stripe band from any page bottom — it's the brand's continuity element
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile (small) | < 480px | Single column. Hero scales to 40px (PP Editorial). Pill nav collapses to hamburger. Pricing tiers stack 1-up. |
| Mobile (large) | 480 767px | Feature tiles 2-up. Hero scales to 52px. |
| Tablet | 768 1023px | 2-column feature grids. Pill-tab nav returns. Hero 64px. |
| Desktop | 1024 1279px | Multi-column layouts. Hero 76px. Stat row at full width. |
| Wide Desktop | ≥ 1280px | Full 84px hero presentation. |
### Touch Targets
- Buttons render at 4044px effective height — at WCAG AAA floor with `10px 20px` padding
- Form inputs render at 44px height
- Pill tabs render at ~32px tall — bumps to 44px on mobile
### Collapsing Strategy
- **Promo banner** stays full-width; truncates at < 480px
- **Top nav** below 1024px collapses to hamburger
- **Hero band**: 2-column hero (text + photography) collapses to stacked at < 1024px
- **Pricing tiers**: 4-column desktop → 2-column tablet → 1-column mobile
- **Stat row**: 3-column → stacked at < 768px
- **Hero typography**: 84px → 64px → 52px → 40px
- **Footer**: 5-column desktop → 3-column tablet → 1-column accordion mobile
- **Sunset stripe band** stays full-width on all breakpoints
### Image Behavior
- Mountain-sunset photography uses 16:9 ratio with full-bleed scaling
- IDE mockup images maintain aspect ratio across breakpoints
- Customer logo wall presents wordmarks at consistent 6080px height
## Iteration Guide
1. Focus on ONE component at a time
2. Reference component names and tokens directly (`{colors.primary}`, `{component-name}-pressed`)
3. Run `npx @google/design.md lint DESIGN.md` after edits
4. Add new variants as separate `components:` entries
5. Default to `{typography.body-md}` for body and `{typography.subtitle}` for emphasis. Hero displays use `{typography.hero-display}` (PP Editorial Old).
6. Keep `{colors.primary}` confined to primary CTAs, active states, and the sunset stripe band
7. Cards use `{rounded.lg}` (12px), buttons use `{rounded.md}` (8px). Pills (`{rounded.full}`) reserved for badges only.
8. Always include the sunset-stripe-band component at the foot of every page mockup.
## Known Gaps
- Specific dark-mode token values not surfaced; the brand has not shipped a published dark-mode palette
- Animation/transition timings not extracted; recommend 150200ms ease for hover/focus state transitions
- Form validation success state not explicitly captured beyond defaults
- Sunset stripe band gradient stops are approximations — the actual values may vary slightly across pages but the visual rhythm is consistent
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# Mistral AI Inspired Design System
# Mistral AI Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/mistral.ai/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: MongoDB-design-analysis
description: MongoDB carries a strong dual-mode visual identity — dark deep-teal hero bands with bright MongoDB green ({colors.brand-green}) CTAs paired with stark white documentation surfaces. The signature green pill button is unmistakable across product, pricing, learning, and AI use-case surfaces. The system uses Euclid Circular A as its display face, anchors a 3-tier pricing comparison (Free / Flex / Dedicated), and presents extensive course catalogs in card grids with colored category tags. Coverage spans homepage, Atlas product page, Community Edition, MongoDB University, AI use cases, and pricing.
colors:
primary: "#00ed64"
primary-deep: "#00b545"
primary-pressed: "#008c34"
on-primary: "#001e2b"
brand-green: "#00ed64"
brand-green-dark: "#00684a"
brand-green-mid: "#00a35c"
brand-green-soft: "#c3f0d2"
brand-teal-deep: "#001e2b"
brand-teal: "#003d4f"
brand-teal-mid: "#00684a"
accent-purple: "#7b3ff2"
accent-orange: "#fa6e39"
accent-pink: "#f06bb8"
accent-blue: "#3d4f9f"
semantic-warning-bg: "#fff8e0"
semantic-warning-text: "#946f3f"
canvas: "#ffffff"
canvas-dark: "#001e2b"
surface: "#f9fbfa"
surface-soft: "#f4f7f6"
surface-feature: "#e3fcef"
hairline: "#e1e5e8"
hairline-soft: "#eceff1"
hairline-strong: "#c1ccd6"
hairline-dark: "#1c2d38"
ink: "#001e2b"
charcoal: "#1c2d38"
slate: "#3d4f5b"
steel: "#5c6c7a"
stone: "#7c8c9a"
muted: "#a8b3bc"
on-dark: "#ffffff"
on-dark-muted: "#a8b3bc"
typography:
hero-display:
fontFamily: Euclid Circular A
fontSize: 72px
fontWeight: 500
lineHeight: 1.10
letterSpacing: -1.5px
display-lg:
fontFamily: Euclid Circular A
fontSize: 56px
fontWeight: 500
lineHeight: 1.15
letterSpacing: -1px
heading-1:
fontFamily: Euclid Circular A
fontSize: 48px
fontWeight: 500
lineHeight: 1.20
letterSpacing: -0.5px
heading-2:
fontFamily: Euclid Circular A
fontSize: 36px
fontWeight: 500
lineHeight: 1.25
letterSpacing: -0.5px
heading-3:
fontFamily: Euclid Circular A
fontSize: 28px
fontWeight: 500
lineHeight: 1.30
heading-4:
fontFamily: Euclid Circular A
fontSize: 22px
fontWeight: 500
lineHeight: 1.35
heading-5:
fontFamily: Euclid Circular A
fontSize: 18px
fontWeight: 600
lineHeight: 1.40
subtitle:
fontFamily: Euclid Circular A
fontSize: 18px
fontWeight: 400
lineHeight: 1.50
body-md:
fontFamily: Euclid Circular A
fontSize: 16px
fontWeight: 400
lineHeight: 1.55
body-md-medium:
fontFamily: Euclid Circular A
fontSize: 16px
fontWeight: 500
lineHeight: 1.55
body-sm:
fontFamily: Euclid Circular A
fontSize: 14px
fontWeight: 400
lineHeight: 1.50
body-sm-medium:
fontFamily: Euclid Circular A
fontSize: 14px
fontWeight: 500
lineHeight: 1.50
caption:
fontFamily: Euclid Circular A
fontSize: 13px
fontWeight: 400
lineHeight: 1.40
caption-bold:
fontFamily: Euclid Circular A
fontSize: 13px
fontWeight: 600
lineHeight: 1.40
micro:
fontFamily: Euclid Circular A
fontSize: 12px
fontWeight: 500
lineHeight: 1.40
micro-uppercase:
fontFamily: Euclid Circular A
fontSize: 11px
fontWeight: 600
lineHeight: 1.40
letterSpacing: 1px
button-md:
fontFamily: Euclid Circular A
fontSize: 14px
fontWeight: 600
lineHeight: 1.30
code-md:
fontFamily: Source Code Pro
fontSize: 14px
fontWeight: 400
lineHeight: 1.55
rounded:
xs: 4px
sm: 6px
md: 8px
lg: 12px
xl: 16px
xxl: 24px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 20px
xl: 24px
xxl: 32px
xxxl: 40px
section-sm: 48px
section: 64px
section-lg: 96px
hero: 120px
components:
button-primary:
backgroundColor: "{colors.brand-green}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "10px 22px"
button-primary-pressed:
backgroundColor: "{colors.primary-pressed}"
textColor: "{colors.on-primary}"
button-primary-disabled:
backgroundColor: "{colors.hairline}"
textColor: "{colors.muted}"
button-secondary:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "10px 22px"
border: "1px solid {colors.hairline-strong}"
button-on-dark:
backgroundColor: "{colors.brand-green}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "10px 22px"
button-secondary-on-dark:
backgroundColor: "transparent"
textColor: "{colors.on-dark}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: "10px 22px"
border: "1px solid {colors.hairline-dark}"
button-ghost:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: "8px 12px"
button-link:
backgroundColor: "transparent"
textColor: "{colors.brand-green-dark}"
typography: "{typography.body-sm-medium}"
padding: "0"
card-base:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline}"
card-feature:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline}"
card-product-deploy:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline}"
card-feature-dark:
backgroundColor: "{colors.brand-teal-deep}"
textColor: "{colors.on-dark}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
card-course:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline}"
card-cert:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline}"
pricing-card:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline}"
pricing-card-featured:
backgroundColor: "{colors.surface-feature}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "2px solid {colors.brand-green}"
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: "{spacing.sm} {spacing.md}"
border: "1px solid {colors.hairline-strong}"
height: 44px
text-input-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
border: "2px solid {colors.brand-green-dark}"
search-pill:
backgroundColor: "{colors.surface}"
textColor: "{colors.steel}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: "{spacing.sm} {spacing.md}"
height: 44px
border: "1px solid {colors.hairline-strong}"
search-pill-large:
backgroundColor: "{colors.canvas}"
textColor: "{colors.steel}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: "{spacing.md}"
height: 56px
border: "1px solid {colors.hairline-strong}"
pill-tab:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.body-sm-medium}"
rounded: "{rounded.full}"
padding: "{spacing.xs} {spacing.md}"
border: "1px solid {colors.hairline}"
pill-tab-active:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-dark}"
rounded: "{rounded.full}"
border: "1px solid {colors.ink}"
segmented-tab:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.body-sm-medium}"
padding: "{spacing.sm} {spacing.md}"
border: "0 0 2px transparent solid"
segmented-tab-active:
backgroundColor: "transparent"
textColor: "{colors.brand-green-dark}"
typography: "{typography.body-sm-medium}"
border: "0 0 2px {colors.brand-green-dark} solid"
badge-green:
backgroundColor: "{colors.brand-green}"
textColor: "{colors.on-primary}"
typography: "{typography.caption-bold}"
rounded: "{rounded.sm}"
padding: "2px 8px"
badge-green-soft:
backgroundColor: "{colors.brand-green-soft}"
textColor: "{colors.brand-green-dark}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
badge-purple:
backgroundColor: "{colors.accent-purple}"
textColor: "{colors.on-dark}"
typography: "{typography.caption-bold}"
rounded: "{rounded.sm}"
padding: "2px 8px"
badge-orange:
backgroundColor: "{colors.accent-orange}"
textColor: "{colors.on-dark}"
typography: "{typography.caption-bold}"
rounded: "{rounded.sm}"
padding: "2px 8px"
badge-popular:
backgroundColor: "{colors.brand-teal-deep}"
textColor: "{colors.brand-green}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
promo-banner:
backgroundColor: "{colors.brand-teal-deep}"
textColor: "{colors.on-dark}"
typography: "{typography.body-sm-medium}"
padding: "{spacing.sm} {spacing.md}"
hero-band-dark:
backgroundColor: "{colors.brand-teal-deep}"
textColor: "{colors.on-dark}"
rounded: "0"
padding: "{spacing.hero}"
hero-platform-card:
backgroundColor: "{colors.brand-teal-mid}"
textColor: "{colors.on-dark}"
rounded: "{rounded.xl}"
padding: "{spacing.xxl}"
cta-banner-dark:
backgroundColor: "{colors.brand-teal-deep}"
textColor: "{colors.on-dark}"
rounded: "{rounded.lg}"
padding: "{spacing.section}"
code-block:
backgroundColor: "{colors.canvas-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.code-md}"
rounded: "{rounded.md}"
padding: "{spacing.md}"
code-mockup-card:
backgroundColor: "{colors.canvas-dark}"
textColor: "{colors.on-dark}"
rounded: "{rounded.lg}"
padding: "{spacing.lg}"
comparison-table:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.md}"
border: "1px solid {colors.hairline}"
comparison-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
padding: "{spacing.md} {spacing.lg}"
border: "0 0 1px {colors.hairline-soft} solid"
service-tile:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline}"
why-card:
backgroundColor: "{colors.surface}"
rounded: "{rounded.lg}"
padding: "{spacing.xl}"
customer-testimonial-card:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline}"
logo-wall-item:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.body-md-medium}"
padding: "{spacing.lg}"
faq-accordion-item:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.md}"
padding: "{spacing.xl}"
border: "0 0 1px {colors.hairline} solid"
footer-region:
backgroundColor: "{colors.brand-teal-deep}"
textColor: "{colors.on-dark}"
typography: "{typography.body-sm}"
padding: "{spacing.section} {spacing.xxl}"
footer-link:
backgroundColor: "transparent"
textColor: "{colors.on-dark-muted}"
typography: "{typography.body-sm}"
padding: "{spacing.xxs} 0"
---
## Overview
MongoDB carries a strong dual-mode visual identity — dark deep-teal hero bands with the unmistakable bright MongoDB green ({colors.brand-green}) CTA pill paired with stark white documentation and pricing surfaces. The homepage opens with "One data platform. Unlimited AI potential." headline over a deep navy hero, the green pill sitting at the visual center as the primary CTA. Lower on the page, embedded code mockup cards (terminal-aesthetic) sit on the dark hero band, breaking out into white feature cards below. The pricing page renders a 3-tier comparison (Free / Flex / Dedicated) with a featured tier highlighted in soft mint background and bright green border. The MongoDB University page presents a course catalog grid where each tile carries a colored category tag (orange, purple, green, teal) — these are MongoDB's category-encoding accent colors and are the only place outside the brand green where saturated color appears.
The system uses Euclid Circular A as its display face. The face is contemporary geometric — confident but not overly playful — and pairs naturally with both the developer-tool aesthetic of the database product and the educational positioning of the learning surfaces. Cards use `{rounded.lg}` (12px) corners; buttons use `{rounded.full}` pills universally. The brand-teal palette ({colors.brand-teal-deep}) anchors hero bands, footer, code mockups, and the dark CTA banners.
**Key Characteristics:**
- Deep navy/teal hero bands ({colors.brand-teal-deep}) with bright MongoDB green ({colors.brand-green}) CTA pills
- Stark white pricing/documentation surfaces with colored category tags for course tiles (purple, orange, green, teal)
- Euclid Circular A across every UI surface
- Pill-shaped buttons ({rounded.full}) and 12px-rounded cards
- 3-tier pricing comparison (Free / Flex / Dedicated) with featured-mint highlight tier
- Code mockup cards with terminal-aesthetic dark canvas
## Colors
> Source pages: mongodb.com/ (homepage), /products/platform/atlas-database (Atlas product), /products/self-managed/community-edition, learn.mongodb.com/ (MongoDB University), /solutions/use-cases/artificial-intelligence (AI), /pricing (3-tier comparison). Token coverage was identical across all six pages.
### Brand & Accent
- **MongoDB Green** ({colors.brand-green}): The brand's most recognizable signal — bright pill-CTA color
- **Green Dark** ({colors.brand-green-dark}): Inline link color, secondary green
- **Green Mid** ({colors.brand-green-mid}): Mid-spectrum green for atmospheric tints
- **Green Soft** ({colors.brand-green-soft}): Pale-mint background tint for success badges and featured pricing tier
- **Brand Teal Deep** ({colors.brand-teal-deep}): Deep navy-teal for hero bands, footer
- **Brand Teal** ({colors.brand-teal}): Mid-spectrum teal
- **Brand Teal Mid** ({colors.brand-teal-mid}): Lighter teal for hero platform cards
### Category Accent (Course Tags)
- **Accent Purple** ({colors.accent-purple}): Course tag for "Database & Security"
- **Accent Orange** ({colors.accent-orange}): Course tag for "Search"
- **Accent Pink** ({colors.accent-pink}): Course tag variant
- **Accent Blue** ({colors.accent-blue}): Course tag variant for atlas/cloud topics
### Surface
- **Canvas White** ({colors.canvas}): Page background and primary card surface
- **Canvas Dark** ({colors.canvas-dark}): Code-block backgrounds, dark mockup canvas
- **Surface** ({colors.surface}): Subtle section backgrounds, search-pill rest
- **Surface Soft** ({colors.surface-soft}): Quieter section divisions
- **Surface Feature** ({colors.surface-feature}): Pale mint background for featured pricing tier
- **Hairline** ({colors.hairline}): 1px borders and primary dividers
- **Hairline Soft** ({colors.hairline-soft}): Quieter dividers
- **Hairline Strong** ({colors.hairline-strong}): Stronger 1px border for inputs
- **Hairline Dark** ({colors.hairline-dark}): Border on dark surfaces
### Text
- **Ink** ({colors.ink}): Primary headlines and body text (deep navy-teal)
- **Charcoal** ({colors.charcoal}): Body emphasis
- **Slate** ({colors.slate}): Secondary text
- **Steel** ({colors.steel}): Tertiary text, captions
- **Stone** ({colors.stone}): Muted labels
- **Muted** ({colors.muted}): Disabled, placeholders
- **On Dark** ({colors.on-dark}): White text on dark surfaces
- **On Dark Muted** ({colors.on-dark-muted}): Reduced-opacity white
### Semantic
- **Warning Background** ({colors.semantic-warning-bg}): Pale yellow callout bg
- **Warning Text** ({colors.semantic-warning-text}): Warning state copy color
## Typography
### Font Family
**Euclid Circular A** (primary): MongoDB's geometric sans-serif. Fallbacks: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, sans-serif.
**Source Code Pro** (code): Monospace for code mockups. Fallbacks: 'SF Mono', Menlo, Consolas, monospace.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.hero-display}` | 72px | 500 | 1.10 | -1.5px | Hero ("One data platform") |
| `{typography.display-lg}` | 56px | 500 | 1.15 | -1px | Major section openers |
| `{typography.heading-1}` | 48px | 500 | 1.20 | -0.5px | Page-level headlines |
| `{typography.heading-2}` | 36px | 500 | 1.25 | -0.5px | Subsection headlines |
| `{typography.heading-3}` | 28px | 500 | 1.30 | 0 | Card titles |
| `{typography.heading-4}` | 22px | 500 | 1.35 | 0 | Feature tile titles |
| `{typography.heading-5}` | 18px | 600 | 1.40 | 0 | Smaller card titles, FAQ questions |
| `{typography.subtitle}` | 18px | 400 | 1.50 | 0 | Hero subtitle, lead body |
| `{typography.body-md}` | 16px | 400 | 1.55 | 0 | Primary body text |
| `{typography.body-sm}` | 14px | 400 | 1.50 | 0 | Secondary body, table cells |
| `{typography.body-sm-medium}` | 14px | 500 | 1.50 | 0 | Active sidebar, button labels |
| `{typography.caption-bold}` | 13px | 600 | 1.40 | 0 | Badge labels |
| `{typography.micro-uppercase}` | 11px | 600 | 1.40 | 1px | Section eyebrows, course category tags |
| `{typography.button-md}` | 14px | 600 | 1.30 | 0 | Pill button labels |
| `{typography.code-md}` | 14px | 400 | 1.55 | 0 | Code mockups |
### Principles
- Tight hero leading (1.10) on 72px display
- Negative letter-spacing on display sizes (-1.5px to -0.5px)
- 600 weight reserved for buttons and small emphasis (FAQ headings, badges)
- Generous body leading (1.55) for technical documentation readability
## Layout
### Spacing System
- **Base unit**: 4px (8px primary increment)
- **Tokens**: `{spacing.xxs}` (4px) through `{spacing.hero}` (120px)
- **Section rhythm**: Marketing pages use `{spacing.section-lg}` (96px); pricing tightens to `{spacing.section}` (64px)
### Grid & Container
- 1280px max-width with 32px gutters
- Pricing: 3-tier card row, dense feature comparison table below
- Learn catalog: 3-up course tile grid, 4-up certification grid
- AI use cases: 2-column hero with atmospheric illustration
### Whitespace Philosophy
Marketing surfaces give content generous breathing room — `{spacing.hero}` (120px) hero padding for deep teal bands. Pricing/learn surfaces tighten dramatically.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 (flat) | No shadow; `{colors.hairline}` border | Default cards, table rows |
| 1 (subtle) | `rgba(0, 30, 43, 0.04) 0px 1px 2px 0px` | Hover-elevated tiles |
| 2 (card) | `rgba(0, 30, 43, 0.08) 0px 4px 12px 0px` | Feature cards |
| 3 (mockup) | `rgba(0, 30, 43, 0.12) 0px 12px 24px -4px` | Code mockup over hero |
| 4 (modal) | `rgba(0, 30, 43, 0.16) 0px 16px 48px -8px` | Modals, dropdowns |
### Decorative Depth
- Dark teal hero bands carry atmospheric gradient depth
- Code mockup cards on hero use canvas-dark surface with terminal aesthetic
- Pale-mint pricing-feature tier uses brand-tinted shadow
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 4px | Course category tags |
| `{rounded.sm}` | 6px | Type badges, code chips |
| `{rounded.md}` | 8px | Inputs, search-pill, code blocks |
| `{rounded.lg}` | 12px | Cards, pricing tiers, course tiles |
| `{rounded.xl}` | 16px | Larger feature panels |
| `{rounded.xxl}` | 24px | Featured product showcases |
| `{rounded.full}` | 9999px | All buttons, status badges |
### Photography Geometry
- Hero illustrations sit on full-bleed dark backgrounds
- Course tile thumbnails use `{rounded.lg}` corners
- Customer logos wall: wordmarks at consistent 6080px height
## Components
> Per the no-hover policy, hover states are NOT documented. Default and pressed/active states only.
### Buttons
**`button-primary`** — Bright MongoDB green pill primary CTA, the dominant action.
- Background `{colors.brand-green}`, text `{colors.on-primary}` (deep navy), typography `{typography.button-md}`, padding `10px 22px`, rounded `{rounded.full}`.
- Pressed state `button-primary-pressed` deepens to `{colors.primary-pressed}`.
- Disabled state `button-primary-disabled` uses `{colors.hairline}` background.
**`button-secondary`** — Outlined pill for secondary actions.
- Background transparent, text `{colors.ink}`, border `1px solid {colors.hairline-strong}`, typography `{typography.button-md}`, padding `10px 22px`, rounded `{rounded.full}`.
**`button-on-dark`** — Bright green pill on dark hero bands.
- Background `{colors.brand-green}`, text `{colors.on-primary}`, typography `{typography.button-md}`, padding `10px 22px`, rounded `{rounded.full}`.
**`button-secondary-on-dark`** — Outlined pill on dark backgrounds.
- Background transparent, text `{colors.on-dark}`, border `1px solid {colors.hairline-dark}`, typography `{typography.button-md}`, padding `10px 22px`, rounded `{rounded.full}`.
**`button-ghost`** — Quieter rectangular ghost button.
- Background transparent, text `{colors.ink}`, typography `{typography.button-md}`, padding `8px 12px`, rounded `{rounded.md}`.
**`button-link`** — Inline green text link.
- Background transparent, text `{colors.brand-green-dark}`, typography `{typography.body-sm-medium}`, padding `0`.
### Cards & Containers
**`card-base`** — Standard content card.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xl}`, border `1px solid {colors.hairline}`.
**`card-feature`** — Feature card with larger padding.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `1px solid {colors.hairline}`.
**`card-product-deploy`** — Product deployment card ("MongoDB Atlas / Community").
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `1px solid {colors.hairline}`.
**`card-feature-dark`** — Dark teal feature card on hero band.
- Background `{colors.brand-teal-deep}`, text `{colors.on-dark}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`.
**`card-course`** — MongoDB University course tile.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xl}`, border `1px solid {colors.hairline}`.
- Top: colored category tag. Below: title `{typography.heading-5}`, description `{typography.body-sm}`, "Get Started →" link.
**`card-cert`** — Certification card.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xl}`, border `1px solid {colors.hairline}`.
**`pricing-card`** — Standard pricing tier card.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `1px solid {colors.hairline}`.
**`pricing-card-featured`** — Featured pricing tier (Flex tier, mint background + green border).
- Background `{colors.surface-feature}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `2px solid {colors.brand-green}`.
### Inputs & Forms
**`text-input`** — Standard text field.
- Background `{colors.canvas}`, text `{colors.ink}`, border `1px solid {colors.hairline-strong}`, rounded `{rounded.md}`, padding `{spacing.sm} {spacing.md}`, height 44px.
**`text-input-focused`** — Activated state.
- Border switches to `2px solid {colors.brand-green-dark}`.
**`search-pill`** — Standard 44px search bar.
- Background `{colors.surface}`, text `{colors.steel}`, typography `{typography.body-md}`, rounded `{rounded.md}`, height 44px, border `1px solid {colors.hairline-strong}`.
**`search-pill-large`** — Large 56px search bar (top of MongoDB University catalog).
- Background `{colors.canvas}`, text `{colors.steel}`, typography `{typography.body-md}`, rounded `{rounded.md}`, height 56px, border `1px solid {colors.hairline-strong}`.
### Tabs
**`pill-tab`** + **`pill-tab-active`** — Pill-style tab nav (top of pricing: "MongoDB Atlas / Enterprise Advanced").
- Inactive: text `{colors.steel}`, border `1px solid {colors.hairline}`, padding `{spacing.xs} {spacing.md}`, rounded `{rounded.full}`.
- Active: background `{colors.ink}`, text `{colors.on-dark}`.
**`segmented-tab`** + **`segmented-tab-active`** — Underline-style tab navigation.
- Inactive: text `{colors.steel}`, no border. Active: text `{colors.brand-green-dark}`, 2px bottom border in `{colors.brand-green-dark}`.
### Badges & Status
**`badge-green`** — Bright green badge for new product highlights.
- Background `{colors.brand-green}`, text `{colors.on-primary}`, typography `{typography.caption-bold}`, rounded `{rounded.sm}`, padding `2px 8px`.
**`badge-green-soft`** — Pale-mint pill for success/free indicators.
- Background `{colors.brand-green-soft}`, text `{colors.brand-green-dark}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`badge-purple`** — Purple course category tag.
- Background `{colors.accent-purple}`, text `{colors.on-dark}`, typography `{typography.caption-bold}`, rounded `{rounded.sm}`, padding `2px 8px`.
**`badge-orange`** — Orange course category tag.
- Background `{colors.accent-orange}`, text `{colors.on-dark}`, typography `{typography.caption-bold}`, rounded `{rounded.sm}`, padding `2px 8px`.
**`badge-popular`** — "Most Popular" tier indicator (dark teal pill with green text).
- Background `{colors.brand-teal-deep}`, text `{colors.brand-green}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`promo-banner`** — Dark teal sticky promo strip ABOVE the top nav.
- Background `{colors.brand-teal-deep}`, text `{colors.on-dark}`, typography `{typography.body-sm-medium}`, padding `{spacing.sm} {spacing.md}`.
### Code
**`code-block`** — Code container.
- Background `{colors.canvas-dark}`, text `{colors.on-dark}`, typography `{typography.code-md}`, rounded `{rounded.md}`, padding `{spacing.md}`.
**`code-mockup-card`** — Embedded code mockup on hero band.
- Background `{colors.canvas-dark}`, text `{colors.on-dark}`, rounded `{rounded.lg}`, padding `{spacing.lg}`. Carries terminal-aesthetic code snippet.
### Tables
**`comparison-table`** — Pricing feature comparison table.
- Background `{colors.canvas}`, text `{colors.ink}`, typography `{typography.body-sm}`, rounded `{rounded.md}`, border `1px solid {colors.hairline}`.
**`comparison-row`** — Individual feature row.
- Background `{colors.canvas}`, text `{colors.ink}`, padding `{spacing.md} {spacing.lg}`, bottom border `1px solid {colors.hairline-soft}`.
### Documentation Components
**`service-tile`** — Tile in "Customize your deployment" 6-up grid.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xl}`, border `1px solid {colors.hairline}`.
**`why-card`** — "Loved by builders" feature card.
- Background `{colors.surface}`, rounded `{rounded.lg}`, padding `{spacing.xl}`.
**`customer-testimonial-card`** — Customer quote card.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `1px solid {colors.hairline}`.
**`logo-wall-item`** — Customer logo wordmark cell.
- Background transparent, text `{colors.steel}`, typography `{typography.body-md-medium}`, padding `{spacing.lg}`.
**`faq-accordion-item`** — FAQ panel.
- Background `{colors.canvas}`, rounded `{rounded.md}`, padding `{spacing.xl}`, bottom border `1px solid {colors.hairline}`.
### Navigation
**Top Navigation (Marketing)** — Sticky white bar.
- Background `{colors.canvas}`, height ~64px, bottom border `1px solid {colors.hairline}`.
- Left: MongoDB leaf logo + "Solutions / Resources / Company / Pricing" links.
- Right: "Sign In" link + bright-green pill "Try Free" CTA.
### Signature Components
**`hero-band-dark`** — Deep teal hero band with embedded code mockup.
- Background `{colors.brand-teal-deep}`, text `{colors.on-dark}`, padding `{spacing.hero}`.
- Layout: centered headline `{typography.hero-display}`, subtitle, button row, `code-mockup-card` below.
**`hero-platform-card`** — Lighter-teal platform showcase card on dark hero.
- Background `{colors.brand-teal-mid}`, text `{colors.on-dark}`, rounded `{rounded.xl}`, padding `{spacing.xxl}`.
**`cta-banner-dark`** — Dark CTA banner at the bottom of feature pages.
- Background `{colors.brand-teal-deep}`, text `{colors.on-dark}`, rounded `{rounded.lg}`, padding `{spacing.section}`.
**`footer-region`** — Dark teal multi-column footer.
- Background `{colors.brand-teal-deep}`, padding `{spacing.section} {spacing.xxl}`.
- 6-column link grid.
- Section headings in `{typography.body-sm-medium}` `{colors.on-dark}`.
**`footer-link`** — Individual footer link.
- Background transparent, text `{colors.on-dark-muted}`, typography `{typography.body-sm}`, padding `{spacing.xxs} 0`.
## Do's and Don'ts
### Do
- Use `{colors.brand-green}` (bright MongoDB green) for primary CTAs everywhere
- Pair dark-teal hero bands with bright green CTA pills
- Apply `{rounded.full}` to every button, every status badge
- Apply `{rounded.lg}` (12px) to cards consistently
- Use category accent colors (purple, orange, green, teal) ONLY for course tags
- Maintain Euclid Circular A across every UI surface
- Use code mockup cards with terminal-aesthetic content for product showcases
### Don't
- Don't use the bright green for body text or large surfaces
- Don't introduce additional accent colors beyond the brand green and category-encoding palette
- Don't soften corners on buttons; the pill is a brand signature
- Don't replace deep teal hero bands with white hero bands
- Don't apply heavy shadows on flat documentation cards; reserve elevation for code mockups
- Don't use Source Code Pro for prose
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile (small) | < 480px | Single column. Hero 36px. Pricing 1-up. Course catalog 1-up. |
| Mobile (large) | 480 767px | Course tiles 2-up. Hero 48px. |
| Tablet | 768 1023px | 2-column feature grids. Hero 56px. |
| Desktop | 1024 1279px | 3-tier pricing card row. 3-up course catalog. Hero 64px. |
| Wide Desktop | ≥ 1280px | Full 72px hero presentation. |
### Touch Targets
- Pill buttons render at 4044px effective height
- Form inputs render at 44px height
- Search pill (large) renders at 56px
- Pill tabs ~32px → 44px on mobile
### Collapsing Strategy
- **Promo banner** stays full-width; truncates at < 480px
- **Top nav** below 1024px collapses to hamburger
- **Hero band**: code mockup card moves below text on mobile
- **Pricing tiers**: 3-column → 2-column tablet → 1-column mobile
- **Course catalog**: 3-up → 2-up tablet → 1-up mobile
- **Hero typography**: 72px → 56px → 48px → 36px
- **Footer**: 6-column desktop → 3-column tablet → accordion mobile
### Image Behavior
- Atmospheric AI imagery uses 16:9 ratio with full-bleed scaling
- Code mockup card content remains readable across breakpoints
- Customer logo wall: wordmarks at consistent 6080px height
## Iteration Guide
1. Focus on ONE component at a time
2. Reference component names and tokens directly
3. Run `npx @google/design.md lint DESIGN.md` after edits
4. Add new variants as separate `components:` entries
5. Default to `{typography.body-md}` for body
6. Keep `{colors.brand-green}` as the primary CTA across all surfaces
7. Pill-shaped buttons (`{rounded.full}`) always
8. Dark-teal hero bands frame primary CTAs
## Known Gaps
- Specific dark-mode token values for canvas/surface beyond hero bands not surfaced
- Animation/transition timings not extracted; recommend 150200ms ease
- Form validation success state not explicitly captured
- Course-tile category color mappings are observation-based
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# Mongodb Inspired Design System
# Mongodb Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/mongodb/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Nike-design-analysis
description: |
A photography-first commerce system built on extreme typographic contrast — towering uppercase Futura display lockups burned into editorial campaign imagery, sitting above a dense, neutral, near-monochrome retail chrome of pill-shaped black CTAs, gray search and tag pills, and tight 8px-grid product cards. The brand's voice is athletic, kinetic, and absolute: pure black, pure white, a single soft surface gray, and a deliberately small set of semantic accents (sale red, success green, restrained category tints) — every chromatic moment is reserved for editorial photography or pricing signal, never decorative chrome.
colors:
primary: "#111111"
on-primary: "#ffffff"
canvas: "#ffffff"
soft-cloud: "#f5f5f5"
ink: "#111111"
charcoal: "#39393b"
ash: "#4b4b4d"
mute: "#707072"
stone: "#9e9ea0"
hairline: "#cacacb"
hairline-soft: "#e5e5e5"
sale: "#d30005"
sale-deep: "#780700"
success: "#007d48"
success-bright: "#1eaa52"
info: "#1151ff"
info-deep: "#0034e3"
accent-pink: "#ed1aa0"
accent-pink-soft: "#ffb0dd"
accent-purple-soft: "#beaffd"
accent-purple-pale: "#d6d1ff"
accent-teal: "#0a7281"
accent-pink-deep: "#4c012d"
typography:
display-campaign:
fontFamily: Nike Futura ND
fontSize: 96px
fontWeight: 500
lineHeight: 0.9
letterSpacing: 0
textTransform: uppercase
heading-xl:
fontFamily: Helvetica Now Display Medium
fontSize: 32px
fontWeight: 500
lineHeight: 1.2
letterSpacing: 0
heading-lg:
fontFamily: Helvetica Now Display Medium
fontSize: 24px
fontWeight: 500
lineHeight: 1.2
letterSpacing: 0
heading-md:
fontFamily: Helvetica Now Display Medium
fontSize: 16px
fontWeight: 500
lineHeight: 1.75
letterSpacing: 0
body-md:
fontFamily: Helvetica Now Text
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
body-strong:
fontFamily: Helvetica Now Text Medium
fontSize: 16px
fontWeight: 500
lineHeight: 1.5
letterSpacing: 0
button-lg:
fontFamily: Helvetica Now Display Medium
fontSize: 24px
fontWeight: 500
lineHeight: 1.2
letterSpacing: 0
button-md:
fontFamily: Helvetica Now Text Medium
fontSize: 16px
fontWeight: 500
lineHeight: 1.5
letterSpacing: 0
button-sm:
fontFamily: Helvetica Now Text Medium
fontSize: 14px
fontWeight: 500
lineHeight: 1.5
letterSpacing: 0
link-md:
fontFamily: Helvetica Now Text
fontSize: 16px
fontWeight: 500
lineHeight: 1.75
letterSpacing: 0
textDecoration: underline
caption-md:
fontFamily: Helvetica Now Text Medium
fontSize: 14px
fontWeight: 500
lineHeight: 1.5
letterSpacing: 0
caption-sm:
fontFamily: Helvetica Now Text Medium
fontSize: 12px
fontWeight: 500
lineHeight: 1.5
letterSpacing: 0
utility-xs:
fontFamily: Helvetica Neue
fontSize: 9px
fontWeight: 500
lineHeight: 1.75
letterSpacing: 0
rounded:
none: 0px
sm: 18px
md: 24px
lg: 30px
full: 9999px
spacing:
xxs: 2px
xs: 4px
sm: 8px
md: 12px
lg: 18px
xl: 24px
xxl: 30px
section: 48px
components:
button-primary:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 16px 32px
height: 48px
button-primary-active:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
button-secondary:
backgroundColor: "{colors.soft-cloud}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 16px 32px
height: 48px
button-outline-on-image:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 12px 24px
button-icon-circular:
backgroundColor: "{colors.soft-cloud}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
size: 40px
search-pill:
backgroundColor: "{colors.soft-cloud}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 8px 16px
height: 40px
search-pill-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.md}"
filter-chip:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 8px 16px
filter-chip-active:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
badge-promo:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.caption-sm}"
rounded: "{rounded.full}"
padding: 4px 12px
badge-sale-text:
textColor: "{colors.sale}"
typography: "{typography.caption-md}"
product-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-strong}"
rounded: "{rounded.none}"
padding: 0px
product-card-image:
backgroundColor: "{colors.soft-cloud}"
rounded: "{rounded.none}"
swatch-dot:
backgroundColor: "{colors.ink}"
rounded: "{rounded.full}"
size: 12px
swatch-dot-active:
backgroundColor: "{colors.ink}"
rounded: "{rounded.full}"
size: 12px
campaign-tile:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-primary}"
typography: "{typography.display-campaign}"
rounded: "{rounded.none}"
category-icon-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.caption-md}"
rounded: "{rounded.none}"
member-benefit-card:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-primary}"
typography: "{typography.heading-lg}"
rounded: "{rounded.none}"
faq-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.heading-md}"
rounded: "{rounded.none}"
padding: 24px 0px
pdp-disclosure-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-strong}"
rounded: "{rounded.none}"
padding: 24px 0px
utility-bar:
backgroundColor: "{colors.soft-cloud}"
textColor: "{colors.ink}"
typography: "{typography.caption-sm}"
rounded: "{rounded.none}"
height: 36px
primary-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-strong}"
rounded: "{rounded.none}"
height: 56px
filter-sidebar:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-strong}"
rounded: "{rounded.none}"
footer:
backgroundColor: "{colors.canvas}"
textColor: "{colors.mute}"
typography: "{typography.caption-md}"
rounded: "{rounded.none}"
---
## Overview
Nike's commerce system is built on a single, almost violently simple idea: photography speaks, the chrome doesn't. Every page reads as an athletic editorial — towering uppercase Futura display lockups (`{typography.display-campaign}`) burned into full-bleed campaign imagery, with everything else (nav, filters, buttons, cards, footer) reduced to neutral typography and pill geometry on `{colors.canvas}` and `{colors.soft-cloud}`. There is no decorative gradient, no soft shadow nostalgia, no accent color used for "tone" — the system saves all chromatic energy for product photography and the small handful of moments that actually need to signal (sale price `{colors.sale}`, success `{colors.success}`, swatch dots).
The result is a layout that feels physical — campaign hero, product grid, sport tile, footer — stacked like a printed catalog rather than animated like a typical SaaS landing page. Density is high but never crowded, because the system relies on three relentless devices: square or near-square 1:1 product imagery on `{colors.soft-cloud}`, pill-shaped black CTAs (`{rounded.full}`) anchoring every actionable surface, and a tight 8px-base spacing scale that keeps cards and filters mathematically aligned across PLP, PDP, and editorial pages.
Across `/men`, the trail-running listing, the Zegama PDP, `/membership`, and Jordan Golf, the same chrome appears in identical proportions — only the photography and copy change. That is the system's signature: maximum editorial expression in the imagery, maximum mechanical restraint everywhere else.
**Key Characteristics:**
- Editorial campaign hero with `{typography.display-campaign}` (Nike Futura ND, 96px, line-height 0.9, uppercase) burned directly into full-bleed photography
- Pure black/white/single-gray UI palette: `{colors.ink}`, `{colors.canvas}`, and `{colors.soft-cloud}` carry ~95% of the chrome surface area
- Pill geometry everywhere: every CTA, search field, filter chip, and badge uses `{rounded.full}` (30px) or `{rounded.md}` (24px) — there are no sharp-cornered buttons in the system
- Product cards have zero radius, zero shadow, sit directly on `{colors.soft-cloud}` swatch backgrounds — the photograph is the card
- Two-tone CTA hierarchy: `{component.button-primary}` (black on anything light) versus `{component.button-secondary}` (`{colors.soft-cloud}` on anything bright) — never both at once on the same surface
- 8px spacing system with section rhythm at `{spacing.section}` (48px) creating consistent vertical breathing across PLP, PDP, and editorial pages
- Sale signaling is the only place a non-neutral color appears in retail chrome: `{colors.sale}` price + strike-through original price, no badge background
## Colors
> **Source pages:** `/men` (primary), `/w/mens-acg-trail-running-shoes-…`, `/t/acg-zegama-…`, `/membership`, `/w/jordan-golf-…`. The chrome palette is identical across all five — only photography varies.
### Brand & Accent
- **Nike Black** (`{colors.ink}``#111111`): The brand's only "color." It is the primary CTA, the swatch dot, the active filter chip, the campaign overlay, the headline color, and the body text. When Nike wants to assert anything, it goes black.
- **Pure White** (`{colors.on-primary}`, `{colors.canvas}``#ffffff`): Equal partner to black. Carries every page background, the on-image CTA, and the inverse text on `{colors.ink}` surfaces.
### Surface
- **Soft Cloud** (`{colors.soft-cloud}``#f5f5f5`): The most-used non-white surface in the entire system. Product card image backgrounds, search pill, secondary CTA, utility bar, sport-category swatch tiles. It is the "color" of every product photograph's stage.
- **Hairline** (`{colors.hairline}``#cacacb`): 1px dividers between filter rows, footer columns, and PDP disclosure rows.
- **Hairline Soft** (`{colors.hairline-soft}``#e5e5e5`): Inset 1px shadow under sticky bars and tab strips, the only "shadow" the system uses.
### Text
- **Ink** (`{colors.ink}``#111111`): Primary text on light surfaces — headlines, product names, prices, nav.
- **Charcoal** (`{colors.charcoal}``#39393b`): Slightly softer body where ink is too heavy.
- **Ash** (`{colors.ash}``#4b4b4d`): Disabled secondary border on dark surfaces and very low-emphasis utility text.
- **Mute** (`{colors.mute}``#707072`): Product category subtitles ("Men's Trail Running Shoes"), footer link text, secondary metadata.
- **Stone** (`{colors.stone}``#9e9ea0`): Inverse secondary text on dark surfaces and lowest-emphasis utility text.
### Semantic
- **Sale** (`{colors.sale}``#d30005`): Discounted price color and "% off" copy — the only red in the entire retail chrome.
- **Sale Deep** (`{colors.sale-deep}``#780700`): Sale price hover/pressed and dark-mode sale anchor.
- **Success** (`{colors.success}``#007d48`): Confirmation messages, in-stock indicators, eligibility ticks.
- **Success Bright** (`{colors.success-bright}``#1eaa52`): Inverse success on dark surfaces.
- **Info** (`{colors.info}``#1151ff`): Informational link/badge accent in member-experience callouts.
- **Info Deep** (`{colors.info-deep}``#0034e3`): Pressed state for info accent.
### Category Accents (sport / collection chips)
These appear sparingly — almost exclusively as small chip backgrounds, swatch dots, or category illustrations in editorial tiles. They are never used as text or primary CTA color.
- **Accent Pink** (`{colors.accent-pink}``#ed1aa0`): SKIMS / women's collection moments.
- **Accent Pink Soft** (`{colors.accent-pink-soft}``#ffb0dd`): Soft tinting on member-experience tiles.
- **Accent Purple Soft** (`{colors.accent-purple-soft}``#beaffd`): Editorial swatch dot, soft category chip.
- **Accent Purple Pale** (`{colors.accent-purple-pale}``#d6d1ff`): Lightest soft-tile fill.
- **Accent Teal** (`{colors.accent-teal}``#0a7281`): Trail / outdoor / ACG editorial accent in lockups.
- **Accent Pink Deep** (`{colors.accent-pink-deep}``#4c012d`): Deepest editorial overlay tint, used as wash on heritage / Jordan tiles.
## Typography
### Font Family
- **Nike Futura ND** (display campaign only) — proprietary geometric sans for the towering uppercase headlines burned into campaign hero photography. Falls back to Helvetica Now Text Medium → Helvetica → Arial.
- **Helvetica Now Display Medium** (headings 1632px) — modern Helvetica cut tuned for display sizes; carries every section title, PDP product name, and dialog headline.
- **Helvetica Now Text Medium** (UI 1216px) — buttons, captions, swatch labels, badge text. The system's UI workhorse.
- **Helvetica Now Text** (body and links) — long-form body and underlined inline links.
- **Neue Frutiger Arabic** — RTL pairing for Arabic locales at `{typography.heading-lg}` and caption sizes.
- **Helvetica Neue 9px** — legal-fine-print utility row only (`{typography.utility-xs}`).
When substituting on systems without proprietary Nike fonts: pair **Inter** (Display 700 for body chrome, Display 500 for buttons) with **Bebas Neue** or **Anton** at 96px/0.9 line-height for the campaign headline tier. Tighten letter-spacing slightly (-0.5%) on the substitute to approximate Futura ND's optical weight.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-campaign}` | 96px | 500 | 0.9 | 0 | Editorial campaign headline burned into hero photography (uppercase) |
| `{typography.heading-xl}` | 32px | 500 | 1.2 | 0 | Section headers — "FEATURED FOOTWEAR", "LATEST IN CLOTHING", PDP product title block |
| `{typography.heading-lg}` | 24px | 500 | 1.2 | 0 | Subsection / member-benefit card title, large CTA label, PDP price |
| `{typography.heading-md}` | 16px | 500 | 1.75 | 0 | Card title, FAQ row label, filter group header |
| `{typography.body-md}` | 16px | 400 | 1.5 | 0 | Body copy, search-pill placeholder, product description |
| `{typography.body-strong}` | 16px | 500 | 1.5 | 0 | Product card name, filter row label, primary nav link |
| `{typography.button-lg}` | 24px | 500 | 1.2 | 0 | Pressed-letter campaign CTA inside hero blocks |
| `{typography.button-md}` | 16px | 500 | 1.5 | 0 | Standard pill CTAs across the system |
| `{typography.button-sm}` | 14px | 500 | 1.5 | 0 | Compact pill CTA, badge label, geo-selector button |
| `{typography.link-md}` | 16px | 500 | 1.75 | 0 | Underlined inline link, "View Product Details" |
| `{typography.caption-md}` | 14px | 500 | 1.5 | 0 | Product subtitle ("Men's Trail Running Shoes"), filter count, footer link |
| `{typography.caption-sm}` | 12px | 500 | 1.5 | 0 | Filter chip label, badge text, color count |
| `{typography.utility-xs}` | 9px | 500 | 1.75 | 0 | Legal copyright / fine-print row at the very bottom |
### Principles
The system runs on extreme typographic contrast: a single 96px uppercase display tier reserved for editorial campaign moments, and a quiet 1216px Helvetica Now Text/Medium tier carrying everything else. There is almost no middle ground — the jump from `{typography.heading-xl}` (32px) directly to `{typography.body-strong}` (16px) is intentional and creates the "billboard above, catalog below" effect across every page. Letter-spacing is left at 0 (Futura ND and Helvetica Now are both cut for tight optical fit at scale).
### Note on Font Substitutes
The closest open-source path to Nike's display tier is **Bebas Neue** (free, geometric condensed) at 96px / 0.9 / uppercase / 500. For UI text, **Inter** is the safest substitute — match weights 400/500 and the system reads almost identically at button and caption sizes.
## Layout
### Spacing System
- **Base unit:** 8px
- **Tokens (front matter):** `{spacing.xxs}` (2px) · `{spacing.xs}` (4px) · `{spacing.sm}` (8px) · `{spacing.md}` (12px) · `{spacing.lg}` (18px) · `{spacing.xl}` (24px) · `{spacing.xxl}` (30px) · `{spacing.section}` (48px+)
- **Universal rhythm:** every page in the set uses `{spacing.section}` (48px) as the vertical gap between major content blocks (campaign hero → trending row → featured row → shop-by-sport → latest-in-clothing → footer). PLP card grids use `{spacing.sm}` (8px) gutters. PDP disclosure rows are stacked at `{spacing.xl}` (24px) vertical padding.
- **Card internal padding:** product cards use 0px internal padding — image is full-bleed; metadata rows sit directly below with `{spacing.sm}` (8px) gap between name, subtitle, and price.
### Grid & Container
- **Max width:** ~1440px content area with edge gutters that grow to ~80px at 1920px (the system lets very wide viewports breathe rather than stretch).
- **Column patterns:** PLP listing uses 3-up at desktop, collapsing to 2-up at 1023px and 1-up at 599px. The men's home `/men` mixes a 2-up campaign hero row, a 3- or 4-up "Trending Now" row, a horizontal-scroll "Shop by Sport" rail, and a 4-up "Latest in Clothing" thumbnail grid.
- **Filter sidebar:** ~220px fixed-width left rail on PLP at desktop, collapsing into a `Hide Filters` toggle button at narrow widths.
### Whitespace Philosophy
Whitespace is a tool for separation, not for breath. Sections butt directly against each other vertically with `{spacing.section}` rhythm, and product photos tile edge-to-edge inside their grid — there is no padding wrapped around the product image itself. The "air" comes from the `{colors.soft-cloud}` background of the photograph, not from layout margin. Headlines do not have decorative whitespace above them; they sit immediately under the section divider line.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 — Flat | No shadow, no border | Default for cards, buttons, sections — the dominant treatment |
| 1 — Hairline divider | 1px solid `{colors.hairline}` | Filter row separators, footer column borders, PDP disclosure-row separators |
| 2 — Inset bottom-line | `box-shadow: inset 0 -1px 0 {colors.hairline-soft}` | Sticky utility/sub-nav bar bottom edge, tab strip underline |
The system has no drop-shadow elevation in its retail chrome at all. Cards do not lift on the page. The only depth cue is the 1px inset hairline on sticky strips and the contrast between full-bleed photography and `{colors.soft-cloud}` product backdrops.
### Decorative Depth
Depth in Nike's system comes entirely from photography, not from CSS effects:
- **Editorial campaign tiles** create depth via cinematic perspective — a runner on a trail, a model in a courtyard — with the Futura display headline overlaid in white or `{colors.ink}` directly on the image.
- **Product card photography** is shot on flat `{colors.soft-cloud}` to remove any background depth, so the product itself is the only thing with form on the page.
- **Sport-category tiles** on the home page are full-bleed cinematic photography with a small `{component.button-outline-on-image}` pill anchored at the bottom-left, giving a moment of crisp white pill against atmospheric image.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Cards, campaign tiles, product imagery, navigation, footer — every container in the system |
| `{rounded.sm}` | 18px | Avatar / icon container in member-benefit lockups |
| `{rounded.md}` | 24px | Search pill, search submit, filter input |
| `{rounded.lg}` | 30px | Every CTA pill — primary, secondary, on-image, filter chip, geo-selector, "Notify Me" |
| `{rounded.full}` | 9999px | Color swatch dots and circular icon buttons (back, share, favorite, carousel paddle) |
### Photography Geometry
- **Product cards:** consistent 1:1 square or near-square (~4:5 portrait on tall product crops), full-bleed within the card with no padding, sitting on `{colors.soft-cloud}` backdrop.
- **Editorial campaign hero:** ~16:9 or wider cinematic crop, full-bleed across the content max-width, with the Futura display headline burned into the lower-left or upper-left third.
- **Sport-category rail:** 4:5 portrait full-bleed thumbnails with a small CTA pill anchored bottom-left.
- **PDP main image:** square primary image with vertical thumbnail rail to its left (~57 thumbnails stacked at small size), enabling rapid color/angle browsing without leaving the page.
- **Avatar / category icon cards:** centered illustrated icon at ~8096px on `{colors.canvas}` with `{typography.caption-md}` label below.
## Components
> **No hover states documented** per system policy. Each spec covers Default and Active/Pressed only; variants live as separate `components:` entries in the front matter.
### Buttons
**`button-primary`** — the universal Nike CTA
- Background `{colors.ink}`, text `{colors.on-primary}`, type `{typography.button-md}`, padding `16px 32px`, height `{spacing.section}` (48px), rounded `{rounded.lg}` (30px pill).
- Used on every primary action in the system: "Sign Up", "Notify Me", "Buy", "Türkiye" geo-confirm, "Shop" overlay on sport tiles, "Continue".
- Pressed state lives in `button-primary-active` — the bg stays `{colors.ink}` while the surface shrinks to `scale(0.5)` with `opacity: 0.5` (Nike's signature "tap collapse" feedback that's extracted across all five pages).
**`button-secondary`** — soft alternative on light surfaces
- Background `{colors.soft-cloud}`, text `{colors.ink}`, type `{typography.button-md}`, padding `16px 32px`, rounded `{rounded.lg}`.
- Used as the lower-emphasis alternate when a primary CTA already exists, e.g., "United States" geo-decline next to the black "Türkiye" confirm; "Cancel" or "Discover More" on light cards.
**`button-outline-on-image`** — overlay CTA on photography
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.button-md}`, padding `12px 24px`, rounded `{rounded.lg}`.
- The crisp white pill that anchors the bottom-left of every full-bleed sport-category and editorial campaign tile.
**`button-icon-circular`** — chrome icon controls
- Background `{colors.soft-cloud}` or transparent, icon `{colors.ink}`, rounded `{rounded.full}`, size 40px.
- Used for back-arrow, carousel paddle (left/right), wishlist heart, share, and "Hide Filters" toggle.
**`filter-chip`** + **`filter-chip-active`**
- Default: background `{colors.canvas}`, text `{colors.ink}`, 1px hairline `{colors.hairline}`, type `{typography.button-md}`, rounded `{rounded.lg}`, padding `8px 16px`.
- Active: background `{colors.ink}`, text `{colors.on-primary}` — the chip flips fully inverted when selected. No middle state.
### Inputs & Forms
**`search-pill`** + **`search-pill-focused`**
- Default: background `{colors.soft-cloud}`, text `{colors.ink}`, type `{typography.body-md}`, rounded `{rounded.md}` (24px), padding `8px 16px`, height `40px`. Anchored to the right of the primary nav with a small magnifier icon.
- Focused: background `{colors.canvas}`, 2px solid border `{colors.ink}`, with a 12px outer halo of `{colors.soft-cloud}` (the system's only "focus ring" effect). The pill shape stays `{rounded.md}` so the halo reads as a soft glove, not a hard outline.
### Cards & Containers
**`product-card`**
- Container: background `{colors.canvas}`, rounded `{rounded.none}`, padding 0, no shadow.
- Image area: `{component.product-card-image}` — full-bleed product photo on `{colors.soft-cloud}` square.
- Below image (in this order with `{spacing.sm}` between): swatch dot row (36 dots at 12px circular), promo badge if applicable (`{component.badge-promo}` "Just In", "Coming Soon", "Recycled Materials"), product name `{typography.body-strong}` `{colors.ink}`, category subtitle `{typography.caption-md}` `{colors.mute}`, price row.
- Price row: regular price `{typography.body-strong}` `{colors.ink}`. If on sale: discounted price `{colors.sale}` followed by strike-through original `{colors.mute}` followed by "% off" in `{colors.sale}`.
**`campaign-tile`** — the brand's signature editorial unit
- Full-bleed photography with `{typography.display-campaign}` headline burned in (uppercase, 96px, line-height 0.9).
- Headline color is whichever of `{colors.canvas}` or `{colors.ink}` reads against the underlying image — not parameterized; chosen per-asset.
- A single `{component.button-outline-on-image}` pill anchored bottom-left of the tile carries the call-to-action.
**`category-icon-card`**
- Container: background `{colors.canvas}`, rounded `{rounded.none}`.
- Centered category illustration (~80px) + label `{typography.caption-md}` `{colors.ink}` directly below. Used in the "Latest in Clothing" 48-up icon strip on `/men`.
**`member-benefit-card`**
- Full-bleed photographic card on a dark image background; copy slot at the bottom-left with `{typography.heading-lg}` headline `{colors.on-primary}` and a `{component.button-outline-on-image}` "Explore" pill below.
- Used in the `/membership` "Member Benefits" 3-up grid.
**`swatch-dot`** + **`swatch-dot-active`**
- 12px circle, rounded `{rounded.full}`, no border in default state. Renders the colorway options on every product card and PDP color picker.
- Default: filled with the colorway's actual product color (extracted at runtime from the product image), 1px subtle outer ring in `{colors.hairline}` for white/light colorways so they remain visible on `{colors.canvas}`.
- Active: identical fill with a 2px `{colors.ink}` outer ring and 2px white interior gap, creating Nike's signature concentric-ring "selected" state. No size change between default and active.
**`badge-promo`**
- Background `{colors.canvas}` with 1px hairline `{colors.hairline}`, text `{colors.ink}`, type `{typography.caption-sm}`, rounded `{rounded.lg}`, padding `4px 12px`.
- Sits on top of product imagery (top-left of card) with copy like "Just In", "Coming Soon", "Recycled Materials", "Member Exclusive".
**`badge-sale-text`**
- Inline price-row text in `{colors.sale}` with no background — the only "badge" in the system that has no container.
### Navigation
**`utility-bar`** — top utility strip
- Background `{colors.soft-cloud}`, text `{colors.ink}`, type `{typography.caption-sm}`, height ~36px, rounded `{rounded.none}`.
- Right-aligned cluster: "Find a Store · Help · Join Us · Sign In". Always present; never collapses.
**`primary-nav`** — main navigation
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body-strong}` for nav links, height 5664px, rounded `{rounded.none}`.
- Layout: Nike swoosh logo at left (32×32), centered nav row ("New & Featured · Men · Women · Kids · Jordan · Nike SKIMS · Sport"), right cluster (search pill, wishlist heart icon, bag icon).
- The active section gets a 2px-bottom underline in `{colors.ink}` — no background fill.
**Sub-nav strip** (PLP) — appears under primary nav with breadcrumb + sort + hide-filters controls.
- Same `{colors.canvas}` background with a 1px inset hairline-soft bottom edge.
- Left: breadcrumb in `{typography.caption-md}` `{colors.mute}` separated by " / ".
- Right: "Hide Filters" toggle + "Sort By: …" dropdown — both in `{typography.button-md}` with chevron icons.
**Top Nav (Mobile)**
- Hamburger menu icon (left), Nike swoosh (center), search + bag icons (right).
- Search pill collapses into an icon-only button at narrow widths; tapping expands a full-width overlay search pill with `{rounded.md}`.
- Primary nav collapses into a full-height drawer that slides in from the left, listing nav rows top-down with `{spacing.xl}` vertical padding.
### Signature Components
**`pdp-disclosure-row`** — PDP information accordion rows
- Stacked rows for "View Product Details", "Shipping & Returns", "Reviews (n)" with `{spacing.xl}` vertical padding and a 1px `{colors.hairline}` divider below each.
- Label `{typography.body-strong}` `{colors.ink}` left-aligned; chevron `{colors.ink}` right-aligned.
**`faq-row`** — `/membership` FAQ accordion
- Identical pattern to `pdp-disclosure-row` but with `{typography.heading-md}` label weight; 1px `{colors.hairline}` divider below each.
**`filter-sidebar`** — PLP left rail
- Container `{colors.canvas}`, rounded `{rounded.none}`.
- Section headers `{typography.body-strong}` `{colors.ink}` with `{spacing.lg}` (18px) vertical gap between groups.
- Active filters get a 1px ink underline; counts in parentheses use `{colors.mute}`.
**`footer`**
- Background `{colors.canvas}` with a single 1px `{colors.hairline}` top divider.
- Four columns: Resources / Help / Company / Promotions & Discounts, each with column header `{typography.body-strong}` `{colors.ink}` and link list `{typography.caption-md}` `{colors.mute}`.
- Below the columns: a horizontal rule, then a fine-print row with `{typography.utility-xs}` `{colors.mute}` (copyright, locale switcher, terms, privacy, supply-chain act).
## Do's and Don'ts
### Do
- Reserve `{typography.display-campaign}` exclusively for editorial campaign hero lockups — never use 96px Futura for section headers or product titles.
- Use `{component.button-primary}` (`{colors.ink}` pill) as the single primary action per viewport. Pair it at most with `{component.button-secondary}` (`{colors.soft-cloud}` pill) for a soft alternative.
- Stage every product photograph on `{colors.soft-cloud}` — the gray is the system's "studio."
- Keep all CTAs pill-shaped at `{rounded.lg}` (30px). Never introduce a square or `{rounded.sm}` button.
- Use `{colors.sale}` only on price rows — never on backgrounds, badges, or chrome.
- Stack content sections at `{spacing.section}` (48px) rhythm with no decorative dividers between them; the photography's bleed-edge is the divider.
- Anchor on-image CTAs with `{component.button-outline-on-image}` (white pill) at bottom-left — the system's universal "shop this image" position.
### Don't
- Don't introduce drop shadows or card elevation. Cards sit flat on the page; the only depth cue is the 1px inset hairline on sticky bars.
- Don't use any of the category accent colors (`{colors.accent-pink}`, `{colors.accent-purple-soft}`, `{colors.accent-teal}`) for primary chrome — they belong to swatch dots, soft tile fills, and editorial moments only.
- Don't replace `{colors.ink}` with a near-black gray like `{colors.charcoal}` for a CTA — Nike's primary pill is true `#111111`.
- Don't pad inside product cards. The image is full-bleed; metadata sits directly below with `{spacing.sm}` (8px) between rows.
- Don't put two campaign-tile lockups in the same row at the same scale — Nike alternates a single full-bleed editorial tile with a 2-up or 4-up product/category grid.
- Don't underline anything other than `{typography.link-md}` inline links and the active primary-nav indicator. Buttons, headings, and prices stay un-underlined.
- Don't introduce a third button shape. Pill or icon-circular — that's the entire button shape vocabulary.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| ultrawide | 1920px+ | Content max-width holds at ~1440px; outer gutters grow to ~80px on each side |
| desktop-large | 1440px | Default desktop layout — 3-up product grid, 4-up clothing strip, full primary nav |
| desktop | 1200px | Same as large with slightly narrower outer gutters |
| desktop-small | 1024px | Filter sidebar starts compressing; sport rail shows ~3 visible tiles |
| tablet | 1023961px | 3-up PLP collapses to 2-up; "Hide Filters" becomes a default toggle |
| tablet-narrow | 960640px | Primary nav center cluster collapses to a hamburger drawer; search pill becomes icon-only |
| mobile-landscape | 639600px | 2-up PLP collapses to 1-up; product cards become full-width with image and metadata stacking |
| mobile | 599320px | Single-column everything; campaign tiles render at full screen width with shorter Futura sizes (~64px) |
### Touch Targets
All interactive elements meet WCAG AAA (44×44px minimum). Pills (`{component.button-primary}`, `{component.button-secondary}`) sit at 48px height with 32px horizontal padding. Icon-circular buttons (`{component.button-icon-circular}`) sit at 40px — Nike's PDP carousel paddle and wishlist heart sit just under AAA but above AA at 40×40, with hit-target padding extending the tappable area to 48px+. Filter-chip pills are 40px height with 16px padding.
### Collapsing Strategy
- **Primary nav:** desktop center cluster → mobile drawer triggered by hamburger at left of the swoosh.
- **PLP grid:** 3-up → 2-up → 1-up at 1023, 599, and below; gutters drop from `{spacing.sm}` to `{spacing.xs}` on mobile.
- **Filter sidebar:** 220px fixed → "Hide Filters" toggle → off-canvas full-screen filter drawer at mobile.
- **Sport rail:** desktop horizontal scroll with ~5 visible → mobile horizontal scroll with ~1.5 visible (peek-next-card pattern).
- **Section spacing:** `{spacing.section}` 48px desktop → 32px tablet → 24px mobile to keep editorial rhythm tight on small screens.
- **Editorial campaign headline:** desktop 96px → tablet 64px → mobile 48px, line-height stays at 0.9 across all sizes.
### Image Behavior
- Product imagery is responsive at the same 1:1 ratio across all breakpoints — the image scales, the ratio doesn't.
- Editorial campaign tiles use art-direction crops: a 16:9 wide hero on desktop swaps to a 4:5 portrait on mobile so the figure stays centered and the headline still has burn-in space.
- All non-critical product imagery is lazy-loaded as the user scrolls into the next grid row.
## Iteration Guide
1. Focus on ONE component at a time. Pull its YAML entry from the front matter and verify every property resolves.
2. Reference component names and tokens directly (`{colors.ink}`, `{component.button-primary-active}`, `{rounded.lg}`) — do not paraphrase color names or radii in prose.
3. Run `npx @google/design.md lint DESIGN.md` after edits — `broken-ref`, `contrast-ratio`, and `orphaned-tokens` warnings flag issues automatically.
4. Add new variants as separate component entries (`-active`, `-disabled`, `-focused`) — do not bury them inside prose. Nike's pressed state (`scale(0.5) opacity 0.5`) is intentional and must be its own entry, not a hover stand-in.
5. Default body to `{typography.body-md}`; reach for `{typography.body-strong}` for product names and primary nav links; reserve `{typography.display-campaign}` strictly for hero campaign lockups.
6. Keep `{colors.ink}` scarce per viewport — if more than one solid-black pill or block appears in the same fold, neutralize one to `{component.button-secondary}` or `{component.button-outline-on-image}`.
7. When introducing a new component, ask whether it can be expressed with the existing pill + flat-card + photography-on-`{colors.soft-cloud}` vocabulary before adding new tokens. The system's strength is that it almost never needs new ones.
## Known Gaps
- **Mobile screenshots not captured** — responsive behavior described above synthesizes Nike's known mobile pattern (hamburger drawer, 1-up grid, headline downscale) from desktop evidence and the breakpoint list extracted from tokens.
- **Hover states not documented** by system policy — Nike's CSS uses `--pds-color-element-hover` and `--pds-color-text-hover` tokens but these are not included here.
- **Dialog / modal styling** beyond the geo-selector and the country-confirmation pill pair could not be confirmed from the captured surfaces; bag, wishlist, and login overlays are not documented.
- **Form field styling** for checkout, sign-up, and address forms is not present in the captured surfaces — only the search pill is documented.
- **Bag and wishlist** icon-state variants (filled count badges) not visible in the captured pages.
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# Nike Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/nike/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Nintendo.com (2001) Analysis
description: An analysis of Nintendo.com's 2001 design language — a brushed-periwinkle "console chrome" interface where every panel is a beveled metal plate, navigation glows amber over a halftone-dotted carbon bar, and bold outlined display type sits on circuit-board hero fields. A Y2K hardware aesthetic that treats the web page like the faceplate of a game system.
colors:
primary: "#e60012" # Nintendo Red — racetrack logo, alert
signal: "#f68d1f" # Signal Orange — forward cues, submit, "Play It On"
amber: "#ecab37" # Amber — utility buttons, info-box tabs, badges
nav-gold: "#e48600" # Nav Gold — top-nav menu links
canvas: "#7a8aba" # Periwinkle metallic — primary interface body
canvas-soft: "#9fbee7" # Pale Sky — secondary-nav strip, light inset panels
sky: "#9fbee7" # Pale Sky alias
lavender: "#acace7" # Pale Lavender — home hero field
ice: "#c0d5e6" # Pale Ice — news hero field
periwinkle: "#8ba1d4" # Light Periwinkle — raised mid panels
chrome-indigo: "#3d4f97" # Chrome Indigo — beveled borders, tab edges
muted-indigo: "#60619c" # Muted Indigo — inactive tabs, secondary chrome
platinum: "#dedede" # Platinum Gray — list-row / inset content surface
surface: "#ffffff" # White — content cards, list-row highlight
carbon: "#21242e" # Carbon Navy — nav bar, dark buttons, footer, ink
hairline: "#5a5f8c" # blended bevel divider
ink: "#21242e" # primary text on light
ink-soft: "#3d4f97" # secondary text / chrome labels
on-primary: "#ffffff" # text on dark/red/orange chrome
systems-teal: "#206479" # Systems hero circuit-board cyan
games-red: "#a7282b" # Games F-1 racing hero
error: "#e60012" # validation / destructive (shares brand red)
typography:
nav-link:
fontFamily: Arial
fontSize: 13px
fontWeight: 700
lineHeight: 1
letterSpacing: 0.5px
ui-label:
fontFamily: Arial
fontSize: 11px
fontWeight: 700
lineHeight: 1.1
letterSpacing: 0.5px
display:
fontFamily: Arial Black
fontSize: 44px
fontWeight: 900
lineHeight: 1
letterSpacing: 0
hero-tagline:
fontFamily: Arial
fontSize: 15px
fontWeight: 700
lineHeight: 1.3
letterSpacing: 0
body:
fontFamily: Arial
fontSize: 12px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
link:
fontFamily: Arial
fontSize: 12px
fontWeight: 700
lineHeight: 1.4
letterSpacing: 0
micro:
fontFamily: Arial
fontSize: 10px
fontWeight: 400
lineHeight: 1.3
letterSpacing: 0
rounded:
none: 0px
xs: 2px
sm: 4px
md: 6px
lg: 10px
full: 9999px
spacing:
xxs: 2px
xs: 4px
sm: 8px
md: 12px
lg: 16px
xl: 24px
xxl: 32px
section: 48px
components:
nav-bar:
backgroundColor: "{colors.carbon}"
textColor: "{colors.nav-gold}"
typography: "{typography.nav-link}"
rounded: "{rounded.none}"
padding: "{spacing.sm}"
height: 28px
subnav-strip:
backgroundColor: "{colors.canvas-soft}"
textColor: "{colors.ink}"
typography: "{typography.ui-label}"
rounded: "{rounded.none}"
padding: "{spacing.xs}"
logo-pill:
backgroundColor: "{colors.surface}"
textColor: "{colors.primary}"
typography: "{typography.display}"
rounded: "{rounded.full}"
padding: "{spacing.xs}"
button-primary:
backgroundColor: "{colors.amber}"
textColor: "{colors.carbon}"
typography: "{typography.ui-label}"
rounded: "{rounded.xs}"
padding: "{spacing.md}"
button-primary-pressed:
backgroundColor: "{colors.nav-gold}"
textColor: "{colors.carbon}"
typography: "{typography.ui-label}"
rounded: "{rounded.xs}"
padding: "{spacing.md}"
button-submit:
backgroundColor: "{colors.signal}"
textColor: "{colors.on-primary}"
typography: "{typography.ui-label}"
rounded: "{rounded.xs}"
padding: "{spacing.lg}"
button-secondary:
backgroundColor: "{colors.carbon}"
textColor: "{colors.on-primary}"
typography: "{typography.ui-label}"
rounded: "{rounded.none}"
padding: "{spacing.md}"
button-icon-arrow:
backgroundColor: "{colors.signal}"
textColor: "{colors.on-primary}"
rounded: "{rounded.full}"
size: 22px
button-arrow-chip:
backgroundColor: "{colors.signal}"
textColor: "{colors.on-primary}"
rounded: "{rounded.xs}"
padding: "{spacing.xs}"
size: 18px
search-field:
backgroundColor: "{colors.surface}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.xs}"
padding: "{spacing.xs}"
height: 20px
text-input:
backgroundColor: "{colors.surface}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.xs}"
padding: "{spacing.xs}"
height: 20px
select-dropdown:
backgroundColor: "{colors.surface}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.xs}"
padding: "{spacing.xs}"
height: 24px
field-label:
backgroundColor: "{colors.surface}"
textColor: "{colors.ink}"
typography: "{typography.link}"
rounded: "{rounded.none}"
padding: "{spacing.xxs}"
form-panel:
backgroundColor: "{colors.platinum}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.md}"
padding: "{spacing.lg}"
dotted-divider:
backgroundColor: "{colors.muted-indigo}"
textColor: "{colors.muted-indigo}"
rounded: "{rounded.none}"
height: 1px
hero-panel:
backgroundColor: "{colors.lavender}"
textColor: "{colors.surface}"
typography: "{typography.display}"
rounded: "{rounded.md}"
padding: "{spacing.lg}"
section-label-bar:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.ui-label}"
rounded: "{rounded.none}"
padding: "{spacing.sm}"
news-row:
backgroundColor: "{colors.platinum}"
textColor: "{colors.ink-soft}"
typography: "{typography.link}"
rounded: "{rounded.sm}"
padding: "{spacing.sm}"
featured-tile:
backgroundColor: "{colors.carbon}"
textColor: "{colors.on-primary}"
typography: "{typography.micro}"
rounded: "{rounded.sm}"
padding: "{spacing.xxs}"
poll-panel:
backgroundColor: "{colors.periwinkle}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.md}"
padding: "{spacing.md}"
radio-option:
backgroundColor: "{colors.surface}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.full}"
size: 12px
info-box:
backgroundColor: "{colors.surface}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.sm}"
padding: "{spacing.md}"
promo-card:
backgroundColor: "{colors.lavender}"
textColor: "{colors.ink}"
typography: "{typography.display}"
rounded: "{rounded.sm}"
padding: "{spacing.md}"
system-tile:
backgroundColor: "{colors.periwinkle}"
textColor: "{colors.ink}"
typography: "{typography.ui-label}"
rounded: "{rounded.sm}"
padding: "{spacing.sm}"
link-row-card:
backgroundColor: "{colors.surface}"
textColor: "{colors.ink}"
typography: "{typography.body}"
rounded: "{rounded.sm}"
padding: "{spacing.sm}"
calendar-widget:
backgroundColor: "{colors.surface}"
textColor: "{colors.ink}"
typography: "{typography.micro}"
rounded: "{rounded.sm}"
padding: "{spacing.sm}"
left-rail-tab:
backgroundColor: "{colors.carbon}"
textColor: "{colors.canvas-soft}"
typography: "{typography.ui-label}"
rounded: "{rounded.none}"
padding: "{spacing.xs}"
footer-bar:
backgroundColor: "{colors.carbon}"
textColor: "{colors.canvas-soft}"
typography: "{typography.micro}"
rounded: "{rounded.none}"
padding: "{spacing.lg}"
esrb-badge:
backgroundColor: "{colors.amber}"
textColor: "{colors.carbon}"
typography: "{typography.micro}"
rounded: "{rounded.xs}"
padding: "{spacing.xxs}"
esrb-rating-square:
backgroundColor: "{colors.surface}"
textColor: "{colors.carbon}"
typography: "{typography.ui-label}"
rounded: "{rounded.xs}"
size: 20px
mascot-bubble:
backgroundColor: "{colors.surface}"
textColor: "{colors.carbon}"
typography: "{typography.micro}"
rounded: "{rounded.lg}"
padding: "{spacing.sm}"
# ─── Examples (illustrative) — kit-mirror demonstration surfaces ───
ex-pricing-tier:
description: "Default Pricing tier card. Re-uses feature-card chrome with brand canvas-soft surface."
backgroundColor: "{colors.canvas-soft}"
textColor: "{colors.ink}"
borderColor: "{colors.hairline}"
rounded: "{rounded.lg}"
padding: "{spacing.md}"
ex-pricing-tier-featured:
description: "Featured/highlighted tier — polarity-flipped surface (dark fill + light text in light mode, light fill + dark text in dark mode)."
backgroundColor: "{colors.ink}"
textColor: "{colors.on-primary}"
rounded: "{rounded.lg}"
padding: "{spacing.md}"
ex-product-selector:
description: "What's Included summary card — re-purposed for SaaS / B2B verticals (NOT a literal product gallery)."
backgroundColor: "{colors.surface}"
rounded: "{rounded.lg}"
padding: "{spacing.md}"
ex-cart-drawer:
description: "Subscription summary — re-purposed for SaaS / B2B (line items per add-on, not literal cart)."
backgroundColor: "{colors.surface}"
rounded: "{rounded.lg}"
padding: "{spacing.md}"
item-divider: "{colors.hairline}"
ex-app-shell-row:
description: "Sidebar nav row inside the App Shell example. Active state uses brand primary as the indicator."
backgroundColor: "{colors.canvas}"
activeIndicator: "{colors.primary}"
rounded: "{rounded.sm}"
padding: "{spacing.sm} {spacing.md}"
ex-data-table-cell:
description: "Default data-table th + td chrome. Header uses mono-caps eyebrow typography; body uses body-sm."
headerBackground: "{colors.canvas-soft}"
headerTypography: "{typography.ui-label}"
bodyTypography: "{typography.body}"
cellPadding: "{spacing.xs} {spacing.sm}"
rowBorder: "{colors.hairline}"
ex-auth-form-card:
description: "Sign-in / sign-up card. Re-uses feature-card chrome with text-input primitives inside."
backgroundColor: "{colors.surface}"
rounded: "{rounded.lg}"
padding: "{spacing.md}"
ex-modal-card:
description: "Modal dialog surface — same chrome as feature-card with elevated shadow."
backgroundColor: "{colors.surface}"
rounded: "{rounded.lg}"
padding: "{spacing.md}"
ex-empty-state-card:
description: "Empty-state illustration frame."
backgroundColor: "{colors.canvas-soft}"
rounded: "{rounded.lg}"
padding: "{spacing.xl}"
captionTypography: "{typography.body}"
ex-toast:
description: "Toast notification surface — feature-card shape + medium shadow."
backgroundColor: "{colors.surface}"
rounded: "{rounded.md}"
padding: "{spacing.sm} {spacing.md}"
typography: "{typography.body}"
---
## Overview
Nintendo.com circa 2001 is the web rendered as **console hardware**. Where most sites of the era reached for either grunge texture or corporate gradients, this interface builds itself out of **brushed-periwinkle metal plates** — every region is a discrete beveled panel, edge-lit with a brighter highlight on top and a `{colors.chrome-indigo}` shadow line beneath, as if stamped from the same injection-molded plastic as a Game Boy. The whole page reads as one machine faceplate: a body of `{colors.canvas}` periwinkle chrome carrying inset modules, with the corners of the largest panels physically **chamfered** (cut at 45°) rather than rounded, reinforcing the manufactured-object feeling.
The system runs on a tight three-voice contrast. The structural voice is the cool periwinkle-to-indigo chrome (`{colors.canvas}`, `{colors.periwinkle}`, `{colors.chrome-indigo}`). The authority voice is `{colors.carbon}` carbon-navy — the top navigation bar, the right-rail action buttons, and the footer, all near-black slabs printed with a faint **halftone dot-matrix texture** that evokes a speaker grille. The energy voice is warm and reserved for one job only: telling you where to go. `{colors.nav-gold}` lights the primary menu words, `{colors.amber}` fills the utility chips and badges, and `{colors.signal}` orange marks every "forward" cue — the round arrow buttons, the chevron chips beside each headline, the Submit button. Warmth in this system always means *action*; the cool chrome never carries it.
Atmosphere comes from the **hero fields**, which break the periwinkle calm with full-bleed product photography over textured backdrops — a circuit-board cyan on Systems, a motion-blurred racetrack red on Games, a soft lavender wash on Home — each topped with chunky `{typography.display}` wordmarks rendered in white with a heavy outline and hard drop shadow, the visual signature of game-box cover type. A pixel-eared Mario leans in from the masthead with a "Welcome to Nintendo.com!" speech bubble, anchoring the entire machine to the brand's playful character voice.
**Key Characteristics:**
- Every UI region is a **beveled metal plate** in `{colors.canvas}` periwinkle, edge-lit on top and shadow-lined with `{colors.chrome-indigo}` below — the page is assembled, not laid out.
- **Chamfered (cut-corner) panel geometry** on the largest modules; most chrome is sharp-edged (`{rounded.none}`), with rounding reserved for the logo pill, radio dots, and circle-arrow badges (`{rounded.full}`).
- A **carbon-navy command layer** (`{colors.carbon}`) with halftone-dot texture carries the top nav, right-rail buttons, and footer.
- Warmth is rationed as **directional signal only**: `{colors.nav-gold}` for menu words, `{colors.amber}` for utility chips/badges, `{colors.signal}` for every forward/Submit cue.
- **Photographic hero fields** cycle a page-specific accent tint (`{colors.lavender}` home → `{colors.systems-teal}` systems → `{colors.games-red}` games) under outlined `{typography.display}` box-art wordmarks.
- A dense, **modular grid** — masthead, dual nav bars, hero, then a two-thirds content column of stacked list/feature panels beside a one-third right action rail — packed with minimal whitespace.
- **Character-led**: the Mario mascot speech-bubble masthead and ESRB badge frame the chrome with brand personality and regulatory trust marks.
## Colors
The palette is a **cool metallic chassis with rationed warm signal**. Read it as three layers: the periwinkle chrome that everything is built from, the carbon command slabs, and the warm wayfinding accents that are the only saturated color in the steady-state interface.
### Brand & Accent
- **Nintendo Red** (`{colors.primary}`#e60012): The racetrack logo wordmark and the brand's anchor hue. Used sparingly as pure brand identity and doubled as the validation/alert color. Never a surface fill outside the logo plate.
- **Signal Orange** (`{colors.signal}`#f68d1f): The "go forward" color. Fills every round arrow button, every chevron chip beside a headline, the Submit button, and the "Play It On" platform badges. If something advances you, it is orange.
- **Amber** (`{colors.amber}`#ecab37): Utility energy. Fills the Code Bank / Game Finder / Go chips, the info-box header tabs, the sweepstakes stars, and the ESRB Privacy-Certified badge. Distinguished from Signal Orange by being more golden and reserved for *tools and marks* rather than *forward motion*.
- **Nav Gold** (`{colors.nav-gold}`#e48600): The deeper orange-gold reserved exclusively for the primary navigation words (Games, Systems, News, Nsider, Downloads) glowing on the carbon bar.
### Surface
- **Periwinkle Metallic** (`{colors.canvas}`#7a8aba): The primary interface body — the brushed-metal chrome that every module is inset into.
- **Light Periwinkle** (`{colors.periwinkle}`#8ba1d4): Raised mid panels (poll panel, system tiles) — one step brighter than canvas for elevation.
- **Pale Sky** (`{colors.sky}` / `{colors.canvas-soft}`#9fbee7): The secondary-nav strip and light inset panel fills.
- **Pale Lavender** (`{colors.lavender}`#acace7): The home hero field and side promo cards.
- **Pale Ice** (`{colors.ice}`#c0d5e6): The News hero panel field.
- **Chrome Indigo** (`{colors.chrome-indigo}`#3d4f97): The beveled border / shadow line under every plate, and the leading angled edge of nav tabs.
- **Muted Indigo** (`{colors.muted-indigo}`#60619c): Inactive tabs and recessed chrome.
- **Platinum Gray** (`{colors.platinum}`#dedede): The list-row and inset content surface — news headlines and archive rows sit on this cool platinum.
- **White** (`{colors.surface}`#ffffff): Content cards, form fields, the logo pill, and list-row highlight.
### Text
- **Carbon Navy** (`{colors.ink}`#21242e): Primary text on light chrome, and the fill of the dark command layer (nav bar, rail buttons, footer).
- **Chrome Indigo** (`{colors.ink-soft}`#3d4f97): Secondary text and small-caps chrome labels.
- **White** (`{colors.on-primary}`#ffffff): Text on carbon, red, and orange chrome.
### Semantic
- **Error / Alert** (`{colors.error}`#e60012): Validation and destructive states reuse the brand red.
- **Systems Teal** (`{colors.systems-teal}`#206479): Page-accent tint — the Systems hero's circuit-board cyan field.
- **Games Red** (`{colors.games-red}`#a7282b): Page-accent tint — the Games hero's motion-blurred racetrack field.
## Typography
### Font Family
The era's web-safe reality is **Arial / Helvetica** throughout — there are no webfonts. The system gets its character not from typeface choice but from *treatment*: tight uppercase tracking on every chrome label, and a heavy outlined-and-shadowed display style for hero wordmarks that mimics console box-art logotype. Body copy is plain small Arial; links are the same family at bold weight in `{colors.ink-soft}`.
The micro-labels (vertical left-rail tabs, footer fine print) render with the soft pixelation characteristic of small bitmap-rendered Arial of the period — for a faithful reproduction, pair Arial with a pixel face such as **Silkscreen** or **VT323** at the 1011px label sizes.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display}` | 44px | 900 | 1 | 0 | Hero box-art wordmarks (white, heavy outline + hard drop shadow) |
| `{typography.hero-tagline}` | 15px | 700 | 1.3 | 0 | Hero supporting line ("Gorgeous graphics, great sound…") |
| `{typography.nav-link}` | 13px | 700 | 1 | 0.5px | Primary nav menu words, uppercase |
| `{typography.ui-label}` | 11px | 700 | 1.1 | 0.5px | Section header labels, panel titles, button text — uppercase |
| `{typography.link}` | 12px | 700 | 1.4 | 0 | News headline links, "Read More" |
| `{typography.body}` | 12px | 400 | 1.4 | 0 | Descriptions, poll text, info-box copy |
| `{typography.micro}` | 10px | 400 | 1.3 | 0 | Footer copyright, calendar cells, fine print |
### Principles
- **Uppercase + tracking is the chrome voice.** Every structural label — nav words, panel headers ("Official News", "Featured Sites", "Player's Poll"), button text — is uppercase Arial Bold with a half-pixel of tracking. It reads like silkscreened legends on a controller.
- **Display type is outlined, never flat.** Hero wordmarks always carry a thick contrasting outline and a hard offset shadow so they pop off the photographic field — the box-art convention.
- **Body stays small and quiet.** At 12px, descriptive copy never competes with the chrome; the hierarchy is carried entirely by the labels and the photography.
### Note on Font Substitutes
Arial is freely available system-wide and needs no substitute. To recreate the period bitmap rendering of micro-labels, layer a pixel font (**Silkscreen**, **VT323**, or **Press Start 2P** for the chunkiest legends) at 1011px and disable anti-aliasing. The display wordmarks are bespoke logotypes; the closest open substitute is **Archivo Black** (italicized) or **Arial Black** with a CSS text-stroke outline and `text-shadow` offset.
## Layout
### Spacing System
- **Base unit**: 8px (`{spacing.sm}`) — the gutter rhythm between list rows and grid cells.
- **Tokens**: `{spacing.xxs}` 2px · `{spacing.xs}` 4px · `{spacing.sm}` 8px · `{spacing.md}` 12px · `{spacing.lg}` 16px · `{spacing.xl}` 24px · `{spacing.xxl}` 32px · `{spacing.section}` 48px
- Panels carry **12px interior padding** (`{spacing.md}`); larger content modules use **16px** (`{spacing.lg}`). Inter-module gaps run 1624px. The layout is deliberately dense — whitespace is a structural seam between plates, not a luxury.
### Grid & Container
- **Fixed-width canvas** ~780830px wide (a desktop-era fixed table layout, centered). No fluid scaling — the interface is sized to a single target window like an application.
- **Masthead row**: Mario mascot + speech bubble (left) and search module (right) float above the chrome.
- **Dual nav bars**: a carbon primary bar (logo + 5 section words + Code Bank / Game Finder utility chips) stacked over a periwinkle secondary strip (Parents, Customer Service, Corporate, Global, Privacy, Store, Contact).
- **Body**: a full-width hero panel, then a **two-column split** — a ~two-thirds content column of stacked panels (Official News list, Featured Sites 2×2 grid, etc.) beside a ~one-third **right action rail** (Login / Subscribe / Newsletter / Help buttons, an info box, a side promo card).
- **Left rail**: a thin vertical strip of rotated tabs (Top Ten, Top Rentals, Player's Choice, ESRB Ratings) clipped to the chrome edge.
### Whitespace Philosophy
Empty space is **engineered seam**, not breathing room. Modules butt against each other separated by thin `{colors.chrome-indigo}` bevel lines and a few pixels of canvas, so the eye reads grouped plates. The density is intentional: it makes the page feel like a packed control panel where everything is one click away.
### Responsive Strategy
#### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Desktop (only) | ~780830px fixed | The native, sole target — a fixed-width application-style layout |
| Narrow window | < 780px | Horizontal scroll (no reflow); the table layout does not collapse |
This is a **pre-responsive, fixed-canvas** design. It was authored for a single desktop window size and does not reflow. A faithful *modern* re-implementation would preserve the fixed chrome metaphor on desktop and, below ~720px, stack the right action rail beneath the content column and collapse the dual nav bars into a single carbon bar with a disclosure toggle.
#### Touch Targets
Not a consideration in the original (mouse-only era); buttons and chips are 1828px tall. A modern port must enlarge the `{components.button-primary}`, `{components.button-icon-arrow}`, and `{components.radio-option}` hit areas to a 44×44px minimum.
#### Collapsing Strategy
On a modern narrow viewport: dual nav bars → single carbon bar + menu disclosure; two-column body → single stacked column with the right rail moving below content; the left rotated-tab strip → a horizontal scroll chip row or removed; fixed hero → fluid full-bleed hero retaining the outlined wordmark.
#### Image Behavior
Hero fields are **full-bleed photographic plates** clipped to the panel's beveled rectangle; featured-site and game tiles are fixed-pixel thumbnails (~95×60px) in a tight grid. No lazy loading (era predates it). Product renders sit on textured backdrops rather than transparent cutouts.
## Elevation & Depth
Depth in this system is **physical bevel simulation**, not soft shadow. There is no blurred drop-shadow vocabulary; instead every plate is given the illusion of being a raised piece of molded plastic.
| Level | Treatment | Use |
|---|---|---|
| 0 — Inset | Recessed into canvas; darker `{colors.chrome-indigo}` top edge, lighter bottom edge | List rows, form fields, the canvas body itself |
| 1 — Plate | Flush panel; lighter top highlight, `{colors.chrome-indigo}` shadow line beneath | Content panels, system tiles, info box |
| 2 — Raised chip | Beveled button with bright top edge + hard bottom shadow | Utility chips, Go/Submit buttons, nav tabs |
| 3 — Command slab | `{colors.carbon}` near-black with halftone texture, sits "above" the chrome | Top nav bar, right-rail buttons, footer |
### Decorative Depth
Depth is also carried by **texture and photography**: the halftone dot-matrix on carbon slabs reads as a recessed speaker grille; hero fields use motion-blur, circuit-board patterns, and product renders with their own cast shadows to create literal pictorial depth; chamfered corners on the outer chrome suggest a machined faceplate edge. The left-rail rotated tabs appear to tuck *behind* the main chrome, a small but effective layered cue.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | The default — nav bar, footer, most chrome plates (sharp / chamfered, not rounded) |
| `{rounded.xs}` | 2px | Utility buttons, form fields, badges |
| `{rounded.sm}` | 4px | Small panels, featured tiles, list rows |
| `{rounded.md}` | 6px | Content panels, hero panel |
| `{rounded.lg}` | 10px | Outer section panels, mascot bubble |
| `{rounded.full}` | 9999px | Logo racetrack pill, radio dots, circle-arrow badges |
The signature is **sharpness with rationed roundness**. The chrome is hard-edged and frequently *chamfered* (corners cut at 45° rather than curved) — this is the manufactured-faceplate look. Roundness appears only where it signals a physical control: the fully-pill logo, the round radio buttons, and the round Signal-Orange arrow badges. A modern reproduction should resist the urge to soften every corner; the tension between sharp plates and the few pill elements is the whole character.
### Photography Geometry
Hero photography fills beveled rectangles at roughly 4:1 (banner) and 16:9 proportions, full-bleed within the panel. Featured-site and game thumbnails are near-4:3 fixed tiles (~95×60px) framed by a 12px `{colors.chrome-indigo}` edge with `{rounded.sm}` corners. The mascot is a transparent cutout overlapping the masthead, breaking the rectangular grid for personality.
## Components
> No hover states are documented. Each spec below covers Default and (where extracted) Pressed/Active. Variants live as separate `components:` entries.
### Navigation
**`nav-bar`** — Primary top navigation
- `{colors.carbon}` slab with a faint halftone-dot texture, ~28px tall, carrying the `{components.logo-pill}` at left, the five `{colors.nav-gold}` section words in `{typography.nav-link}` uppercase, and the amber Code Bank / Game Finder utility chips at right. Sharp corners (`{rounded.none}`), `{spacing.sm}` padding.
**`subnav-strip`** — Secondary navigation
- A `{colors.canvas-soft}` pale-sky strip directly beneath the nav bar, carrying utility links (Parents, Customer Service, Corporate, Global, Privacy, Store, Contact) in `{typography.ui-label}` `{colors.ink}`, separated by thin dividers. Sharp, `{spacing.xs}` padding.
**`left-rail-tab`** — Rotated section tabs
- A thin vertical strip of `{colors.carbon}` tabs (Top Ten, Top Rentals, Player's Choice, ESRB Ratings) with vertically-rotated `{typography.ui-label}` text in `{colors.canvas-soft}`, clipped to the left chrome edge. Sharp corners, `{spacing.xs}` padding.
### Brand & Masthead
**`logo-pill`** — Nintendo racetrack logo
- The wordmark in `{colors.primary}` red set inside a white `{rounded.full}` racetrack pill, outlined. Sits at the left of the nav bar. `{spacing.xs}` padding.
**`mascot-bubble`** — Mario welcome speech bubble
- A white `{rounded.lg}` rounded-rectangle speech bubble with a tail, carrying "Welcome to Nintendo.com!" in `{typography.micro}` `{colors.carbon}`, paired with the Mario cutout in the masthead. `{spacing.sm}` padding.
### Buttons
**`button-primary`** — Amber utility / Go chip
- `{colors.amber}` fill, `{colors.carbon}` text in `{typography.ui-label}`, `{rounded.xs}` corners, `{spacing.md}` padding, with a beveled top highlight. The everyday tool button (Code Bank, Game Finder, Go).
- Pressed state in **`button-primary-pressed`** — fill deepens to `{colors.nav-gold}`.
**`button-submit`** — Forward / Submit
- `{colors.signal}` orange fill, `{colors.on-primary}` white text in `{typography.ui-label}`, `{rounded.xs}`, `{spacing.lg}` padding. The "commit" action (poll Submit, Go on archives).
**`button-secondary`** — Right-rail action button
- `{colors.carbon}` near-black slab, `{colors.on-primary}` white text in `{typography.ui-label}`, sharp `{rounded.none}` corners, `{spacing.md}` padding, with a small leading icon. Used for Login / Subscribe / Newsletter / Help in the right rail.
**`button-icon-arrow`** — Round forward arrow
- A 22px `{colors.signal}` orange `{rounded.full}` disc with a white chevron — the primary "go" affordance on hero panels and section links.
**`button-arrow-chip`** — Headline chevron chip
- An 18px `{colors.signal}` orange `{rounded.xs}` chip with a white forward chevron, sitting at the right end of each `{components.news-row}` to advance to the article.
### Inputs & Forms
**`search-field`** — Masthead search input
- White `{colors.surface}` field, `{colors.ink}` text in `{typography.body}`, `{rounded.xs}` corners, 1px `{colors.hairline}` border, ~20px tall, paired with an "All" category dropdown and an amber Go chip.
**`text-input`** — Generic text field
- Same chassis as `search-field`: white fill, `{colors.ink}` text, `{rounded.xs}`, `{colors.hairline}` 1px border, `{spacing.xs}` padding. Used in the Login form (Username / Password / E-mail), news-archive keyword, and date fields.
**`select-dropdown`** — Native select ("Click to choose")
- A white `{colors.surface}` field with `{colors.ink}` text in `{typography.body}`, `{rounded.xs}` corners, and a hard 1px `{colors.carbon}` border (sharper than the inputs) closing on a beveled native dropdown-chevron button at the right edge. ~24px tall, `{spacing.xs}` padding. Used for the Register form's Month / Year pickers.
**`field-label`** — Inline form label
- A bold `{colors.ink}` label in `{typography.link}` (Arial Bold 12px) sitting left of its input (Username, Password, E-mail, Month, Year). `{rounded.none}`, `{spacing.xxs}` padding.
**`radio-option`** — Poll radio button
- A 12px white `{rounded.full}` radio dot with a `{colors.hairline}` ring, paired with `{typography.body}` option text. Used in the Player's Poll.
**`form-panel`** — Form container (Login / Register)
- A `{colors.platinum}` light-gray `{rounded.md}` panel holding a form, capped by a `{components.section-label-bar}` header (≡ LOG IN / ≡ REGISTER). `{spacing.lg}` interior. The Login page pairs two side by side.
**`dotted-divider`** — Dotted hairline rule
- A 1px dotted `{colors.muted-indigo}` separator rule used between form sub-sections (the "Note:" line, "Forgot Your Password?"). A recurring Y2K-chrome detail — dotted rather than solid.
### Cards & Panels
**`hero-panel`** — Photographic hero plate
- A `{rounded.md}` beveled rectangle filled with full-bleed product photography over a page-tinted field (`{colors.lavender}` / `{colors.systems-teal}` / `{colors.games-red}`), topped with an outlined `{typography.display}` wordmark and a `{components.button-icon-arrow}` call-to-action. `{spacing.lg}` interior.
**`section-label-bar`** — Panel header
- A `{colors.canvas}` header strip with a small grid/list glyph and an uppercase `{typography.ui-label}` title ("Official News", "Featured Sites", "Player's Poll"). Sharp corners, `{spacing.sm}` padding. Caps every content module.
**`news-row`** — Headline list row
- A `{colors.platinum}` `{rounded.sm}` row with a small category icon, a `{typography.link}` headline in `{colors.ink-soft}`, and a trailing `{components.button-arrow-chip}`. `{spacing.sm}` padding. Stacked into the Official News / Other Headlines lists.
**`featured-tile`** — Featured-site thumbnail
- A `{colors.carbon}`-framed `{rounded.sm}` tile (~95×60px) holding a screenshot thumbnail with a `{typography.micro}` URL caption (e.g. www.pokemon.com). Tight `{spacing.xxs}` padding, arranged in a 2×2 grid.
**`poll-panel`** — Player's Poll module
- A `{colors.periwinkle}` raised `{rounded.md}` panel posing a question, listing `{components.radio-option}` choices, and closing with a `{components.button-submit}`. `{spacing.md}` interior.
**`info-box`** — "What Is" explainer card
- A white `{colors.surface}` `{rounded.sm}` card with an amber header tab ("What Is — Game Finder") and `{typography.body}` explanatory copy. `{spacing.md}` padding. Sits in the right rail.
**`promo-card`** — Side product promo
- A `{colors.lavender}` `{rounded.sm}` card carrying an outlined product wordmark (e.g. Game Boy Advance) over a small product render, in the right rail. `{spacing.md}` padding.
**`system-tile`** — Hardware grid tile (Systems page)
- A `{colors.periwinkle}` `{rounded.sm}` tile holding a console render over a circuit-board backdrop with an outlined system name (Nintendo 64, Super Nintendo, Game Boy). `{spacing.sm}` padding, arranged in a 2×3 grid.
**`link-row-card`** — Utility link card (Systems page)
- A white `{rounded.sm}` card with an amber label tab (Technical Help, Store Locator, Online Store), a character icon, and a one-line `{typography.body}` description. `{spacing.sm}` padding.
**`calendar-widget`** — Month calendar (News page)
- A white `{rounded.sm}` grid calendar in `{typography.micro}`, with a `{colors.carbon}` caption header (e.g. "June 01"), highlighted event dates, and a month-select dropdown. `{spacing.sm}` padding.
### Badges & Footer
**`esrb-badge`** — ESRB Privacy-Certified mark
- A small `{colors.amber}` `{rounded.xs}` badge reading "ESRB — Privacy Certified" in `{typography.micro}` `{colors.carbon}`, pinned in the footer.
**`esrb-rating-square`** — Game content-rating square
- A 20px white `{rounded.xs}` square stamping the content-rating letter (E, T) in `{typography.ui-label}` `{colors.carbon}`, on each game card.
**`footer-bar`** — Page footer
- A `{colors.carbon}` chamfered slab with the "©19972001 Nintendo…" copyright in `{typography.micro}` `{colors.canvas-soft}`, the ESRB badge, and a privacy link. Sharp corners, `{spacing.lg}` padding.
### Examples (illustrative)
> Kit-mirror demonstration surfaces. Each `ex-*` entry references brand-native primitives so downstream consumers (`/preview-design`, `/generate-kit`) re-skin the same 10 surfaces consistently.
**`ex-pricing-tier`** — Default Pricing tier card. Re-uses feature-card chrome with brand canvas-soft surface.
- Properties: `backgroundColor`, `textColor`, `borderColor`, `rounded`, `padding`
**`ex-pricing-tier-featured`** — Featured/highlighted tier — polarity-flipped surface (dark fill + light text in light mode, light fill + dark text in dark mode).
- Properties: `backgroundColor`, `textColor`, `rounded`, `padding`
**`ex-product-selector`** — What's Included summary card — re-purposed for SaaS / B2B verticals (NOT a literal product gallery).
- Properties: `backgroundColor`, `rounded`, `padding`
**`ex-cart-drawer`** — Subscription summary — re-purposed for SaaS / B2B (line items per add-on, not literal cart).
- Properties: `backgroundColor`, `rounded`, `padding`, `item-divider`
**`ex-app-shell-row`** — Sidebar nav row inside the App Shell example. Active state uses brand primary as the indicator.
- Properties: `backgroundColor`, `activeIndicator`, `rounded`, `padding`
**`ex-data-table-cell`** — Default data-table th + td chrome. Header uses mono-caps eyebrow typography; body uses body-sm.
- Properties: `headerBackground`, `headerTypography`, `bodyTypography`, `cellPadding`, `rowBorder`
**`ex-auth-form-card`** — Sign-in / sign-up card. Re-uses feature-card chrome with text-input primitives inside.
- Properties: `backgroundColor`, `rounded`, `padding`
**`ex-modal-card`** — Modal dialog surface — same chrome as feature-card with elevated shadow.
- Properties: `backgroundColor`, `rounded`, `padding`
**`ex-empty-state-card`** — Empty-state illustration frame.
- Properties: `backgroundColor`, `rounded`, `padding`, `captionTypography`
**`ex-toast`** — Toast notification surface — feature-card shape + medium shadow.
- Properties: `backgroundColor`, `rounded`, `padding`, `typography`
## Do's and Don'ts
### Do
- Build every region as a **beveled plate**: a `{colors.canvas}` body with a brighter top edge and a `{colors.chrome-indigo}` shadow line beneath. The "assembled machine" feel depends on it.
- Reserve warm color for **wayfinding only**`{colors.nav-gold}` for nav words, `{colors.amber}` for utility/badges, `{colors.signal}` for forward/Submit. Cool chrome never carries action color.
- Keep structural labels **uppercase Arial Bold with 0.5px tracking** (`{typography.ui-label}`) — it is the silkscreen-legend voice of the whole system.
- Render hero wordmarks as **outlined + drop-shadowed `{typography.display}`** over full-bleed photographic fields tinted per page.
- Use `{colors.carbon}` with halftone texture for the **command layer** (nav, right rail, footer) to separate "system controls" from "content."
- Let panels **butt together** with thin bevel seams; density is the intended texture.
- Default corners to **sharp/chamfered** (`{rounded.none}`); spend roundness only on the logo pill, radio dots, and circle-arrow badges.
### Don't
- Don't soften every corner — turning the sharp chrome into a uniformly rounded card system erases the manufactured-faceplate identity.
- Don't introduce a **soft blurred drop-shadow** elevation language; depth here is hard bevels and pictorial photography, not Material elevation.
- Don't let `{colors.signal}` and `{colors.amber}` bleed into decorative use — warm color must always mean "act here."
- Don't add accent colors outside the page-tint heroes (`{colors.systems-teal}`, `{colors.games-red}`); the steady-state chrome is strictly cool periwinkle + carbon.
- Don't widen body copy or whitespace into an airy modern layout; the packed, fixed-canvas density is the brand.
- Don't flatten the dual-nav structure (gold primary words over the pale secondary strip) into one bar — the layered command hierarchy is signature.
- Don't render hero or system wordmarks as flat text; without the outline + shadow they lose the box-art reference entirely.
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# Nintendo.com (2001) Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/nintendo-2001/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Notion-design-analysis
description: Notion presents itself as the all-in-one workspace through a confident, illustration-rich brand voice — anchored by a deep navy hero band ({colors.brand-navy}) decorated with brand-colored sticky-note dots and mesh wire illustrations, a signature purple pill primary CTA ({colors.primary}), and a rich palette of pastel-tinted feature cards that echo the colorful database properties of the live product. The system uses a Notion-Sans (Inter-based) typeface across every UI surface, anchors a 4-tier pricing comparison (Free / Plus / Business / Enterprise), and presents the live workspace UI mockup directly inside the hero band. Coverage spans homepage, Enterprise, Product AI, Product Agents, Startups, and Pricing surfaces.
colors:
primary: "#5645d4"
primary-pressed: "#4534b3"
primary-deep: "#3a2a99"
on-primary: "#ffffff"
brand-navy: "#0a1530"
brand-navy-deep: "#070f24"
brand-navy-mid: "#1a2a52"
link-blue: "#0075de"
link-blue-pressed: "#005bab"
brand-orange: "#dd5b00"
brand-orange-deep: "#793400"
brand-pink: "#ff64c8"
brand-pink-deep: "#a02e6d"
brand-purple: "#7b3ff2"
brand-purple-300: "#d6b6f6"
brand-purple-800: "#391c57"
brand-teal: "#2a9d99"
brand-green: "#1aae39"
brand-yellow: "#f5d75e"
brand-brown: "#523410"
card-tint-peach: "#ffe8d4"
card-tint-rose: "#fde0ec"
card-tint-mint: "#d9f3e1"
card-tint-lavender: "#e6e0f5"
card-tint-sky: "#dcecfa"
card-tint-yellow: "#fef7d6"
card-tint-yellow-bold: "#f9e79f"
card-tint-cream: "#f8f5e8"
card-tint-gray: "#f0eeec"
canvas: "#ffffff"
surface: "#f6f5f4"
surface-soft: "#fafaf9"
hairline: "#e5e3df"
hairline-soft: "#ede9e4"
hairline-strong: "#c8c4be"
ink-deep: "#000000"
ink: "#1a1a1a"
charcoal: "#37352f"
slate: "#5d5b54"
steel: "#787671"
stone: "#a4a097"
muted: "#bbb8b1"
on-dark: "#ffffff"
on-dark-muted: "#a4a097"
semantic-success: "#1aae39"
semantic-warning: "#dd5b00"
semantic-error: "#e03131"
typography:
hero-display:
fontFamily: Notion Sans
fontSize: 80px
fontWeight: 600
lineHeight: 1.05
letterSpacing: -2px
display-lg:
fontFamily: Notion Sans
fontSize: 56px
fontWeight: 600
lineHeight: 1.10
letterSpacing: -1px
heading-1:
fontFamily: Notion Sans
fontSize: 48px
fontWeight: 600
lineHeight: 1.15
letterSpacing: -0.5px
heading-2:
fontFamily: Notion Sans
fontSize: 36px
fontWeight: 600
lineHeight: 1.20
letterSpacing: -0.5px
heading-3:
fontFamily: Notion Sans
fontSize: 28px
fontWeight: 600
lineHeight: 1.25
heading-4:
fontFamily: Notion Sans
fontSize: 22px
fontWeight: 600
lineHeight: 1.30
heading-5:
fontFamily: Notion Sans
fontSize: 18px
fontWeight: 600
lineHeight: 1.40
subtitle:
fontFamily: Notion Sans
fontSize: 18px
fontWeight: 400
lineHeight: 1.50
body-md:
fontFamily: Notion Sans
fontSize: 16px
fontWeight: 400
lineHeight: 1.55
body-md-medium:
fontFamily: Notion Sans
fontSize: 16px
fontWeight: 500
lineHeight: 1.55
body-sm:
fontFamily: Notion Sans
fontSize: 14px
fontWeight: 400
lineHeight: 1.50
body-sm-medium:
fontFamily: Notion Sans
fontSize: 14px
fontWeight: 500
lineHeight: 1.50
caption:
fontFamily: Notion Sans
fontSize: 13px
fontWeight: 400
lineHeight: 1.40
caption-bold:
fontFamily: Notion Sans
fontSize: 13px
fontWeight: 600
lineHeight: 1.40
micro:
fontFamily: Notion Sans
fontSize: 12px
fontWeight: 500
lineHeight: 1.40
micro-uppercase:
fontFamily: Notion Sans
fontSize: 11px
fontWeight: 600
lineHeight: 1.40
letterSpacing: 1px
button-md:
fontFamily: Notion Sans
fontSize: 14px
fontWeight: 500
lineHeight: 1.30
rounded:
xs: 4px
sm: 6px
md: 8px
lg: 12px
xl: 16px
xxl: 20px
xxxl: 24px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 20px
xl: 24px
xxl: 32px
xxxl: 40px
section-sm: 48px
section: 64px
section-lg: 96px
hero: 120px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: "10px 18px"
button-primary-pressed:
backgroundColor: "{colors.primary-pressed}"
textColor: "{colors.on-primary}"
button-primary-disabled:
backgroundColor: "{colors.hairline}"
textColor: "{colors.muted}"
button-dark:
backgroundColor: "{colors.ink-deep}"
textColor: "{colors.on-dark}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: "10px 18px"
button-secondary:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: "10px 18px"
border: "1px solid {colors.hairline-strong}"
button-on-dark:
backgroundColor: "{colors.on-dark}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: "10px 18px"
button-secondary-on-dark:
backgroundColor: "transparent"
textColor: "{colors.on-dark}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: "10px 18px"
border: "1px solid {colors.on-dark-muted}"
button-ghost:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.sm}"
padding: "8px 12px"
button-link:
backgroundColor: "transparent"
textColor: "{colors.link-blue}"
typography: "{typography.body-sm-medium}"
padding: "0"
card-base:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline}"
card-feature:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline}"
card-feature-yellow-bold:
backgroundColor: "{colors.card-tint-yellow-bold}"
textColor: "{colors.charcoal}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
card-feature-peach:
backgroundColor: "{colors.card-tint-peach}"
textColor: "{colors.charcoal}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
card-feature-rose:
backgroundColor: "{colors.card-tint-rose}"
textColor: "{colors.charcoal}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
card-feature-mint:
backgroundColor: "{colors.card-tint-mint}"
textColor: "{colors.charcoal}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
card-feature-sky:
backgroundColor: "{colors.card-tint-sky}"
textColor: "{colors.charcoal}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
card-feature-lavender:
backgroundColor: "{colors.card-tint-lavender}"
textColor: "{colors.charcoal}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
card-feature-yellow:
backgroundColor: "{colors.card-tint-yellow}"
textColor: "{colors.charcoal}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
card-feature-cream:
backgroundColor: "{colors.card-tint-cream}"
textColor: "{colors.charcoal}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
card-agent-tile:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline}"
card-template:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.lg}"
border: "1px solid {colors.hairline}"
card-startup-perk:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xl}"
border: "1px solid {colors.hairline}"
pricing-card:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline}"
pricing-card-featured:
backgroundColor: "{colors.surface}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "2px solid {colors.primary}"
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: "{spacing.sm} {spacing.md}"
border: "1px solid {colors.hairline-strong}"
height: 44px
text-input-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
border: "2px solid {colors.primary}"
search-pill:
backgroundColor: "{colors.surface}"
textColor: "{colors.steel}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: "{spacing.sm} {spacing.md}"
height: 44px
border: "1px solid {colors.hairline}"
pill-tab:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.body-sm-medium}"
rounded: "{rounded.full}"
padding: "{spacing.xs} {spacing.md}"
border: "1px solid {colors.hairline}"
pill-tab-active:
backgroundColor: "{colors.ink-deep}"
textColor: "{colors.on-dark}"
rounded: "{rounded.full}"
border: "1px solid {colors.ink-deep}"
segmented-tab:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.body-sm-medium}"
padding: "{spacing.sm} {spacing.md}"
border: "0 0 2px transparent solid"
segmented-tab-active:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.body-sm-medium}"
border: "0 0 2px {colors.ink} solid"
badge-purple:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
badge-pink:
backgroundColor: "{colors.brand-pink}"
textColor: "{colors.on-primary}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
badge-orange:
backgroundColor: "{colors.brand-orange}"
textColor: "{colors.on-primary}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
badge-tag-purple:
backgroundColor: "{colors.card-tint-lavender}"
textColor: "{colors.brand-purple-800}"
typography: "{typography.caption-bold}"
rounded: "{rounded.sm}"
padding: "2px 8px"
badge-tag-orange:
backgroundColor: "{colors.card-tint-peach}"
textColor: "{colors.brand-orange-deep}"
typography: "{typography.caption-bold}"
rounded: "{rounded.sm}"
padding: "2px 8px"
badge-tag-green:
backgroundColor: "{colors.card-tint-mint}"
textColor: "{colors.brand-green}"
typography: "{typography.caption-bold}"
rounded: "{rounded.sm}"
padding: "2px 8px"
badge-popular:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.caption-bold}"
rounded: "{rounded.full}"
padding: "4px 10px"
promo-banner:
backgroundColor: "{colors.surface}"
textColor: "{colors.ink}"
typography: "{typography.body-sm-medium}"
padding: "{spacing.sm} {spacing.md}"
hero-band-dark:
backgroundColor: "{colors.brand-navy}"
textColor: "{colors.on-dark}"
rounded: "0"
padding: "{spacing.hero}"
workspace-mockup-card:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "0"
border: "1px solid {colors.hairline}"
shadow: "rgba(15, 15, 15, 0.2) 0px 24px 48px -8px"
cta-banner-light:
backgroundColor: "{colors.surface}"
textColor: "{colors.ink}"
rounded: "{rounded.lg}"
padding: "{spacing.section}"
comparison-table:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.md}"
border: "1px solid {colors.hairline}"
comparison-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
padding: "{spacing.md} {spacing.lg}"
border: "0 0 1px {colors.hairline-soft} solid"
testimonial-card:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.lg}"
padding: "{spacing.xxl}"
border: "1px solid {colors.hairline}"
logo-wall-item:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.body-md-medium}"
padding: "{spacing.lg}"
faq-accordion-item:
backgroundColor: "{colors.canvas}"
rounded: "{rounded.md}"
padding: "{spacing.xl}"
border: "0 0 1px {colors.hairline} solid"
stat-row:
backgroundColor: "{colors.surface}"
textColor: "{colors.ink}"
rounded: "{rounded.lg}"
padding: "{spacing.section-sm}"
footer-region:
backgroundColor: "{colors.canvas}"
textColor: "{colors.charcoal}"
typography: "{typography.body-sm}"
padding: "{spacing.section} {spacing.xxl}"
border: "1px solid {colors.hairline}"
footer-link:
backgroundColor: "transparent"
textColor: "{colors.steel}"
typography: "{typography.body-sm}"
padding: "{spacing.xxs} 0"
---
## Overview
Notion presents itself as the all-in-one workspace through a confident, illustration-rich brand voice. The homepage opens with **"Meet the night shift."** rendered centered over a deep navy hero band ({colors.brand-navy}), decorated with brand-colored sticky-note dots and mesh wire illustrations scattered around the headline. The signature **purple pill primary CTA** ({colors.primary}) "Get Notion free" sits at the visual center, paired with an outlined "Request a demo" secondary. Below the buttons, a real Notion workspace UI mockup card (the "Ramp HQ" kanban board) breaks out of the hero band with a deep diffuse drop shadow.
Below the hero, the page cycles through a distinctive sequence of feature sections: a dense sticky-note "Keep work moving 24/7" panel with red/blue/green/purple/teal status icons; a **bold yellow** ({colors.card-tint-yellow-bold}) "Ask your on-demand assistants" banner card flanked by orange/rose/mint pastel feature tiles showing assistant UI mockups; and a "Bring all your work together" 3-column grid with brand-colored mockups (sky-blue tutorial card, light Notion calendar, brown/rust testimonial slate). The pricing page renders 4 tiers (Free / Plus / Business / Enterprise) horizontally with one tier featured (purple-bordered) and a dense feature comparison table running below.
The system uses a Notion-Sans typeface (Inter-based) across every UI surface — humanist-geometric character that pairs naturally with the colorful illustrations. Buttons are `{rounded.md}` (8px) rectangles, NOT pills — distinguishing Notion's sober rectangular geometry from competitors that use pills universally. Cards use `{rounded.lg}` (12px) consistently.
**Key Characteristics:**
- Deep navy hero band ({colors.brand-navy}) with scattered sticky-note dots + mesh wire decorative illustrations
- **Signature purple pill** ({colors.primary}) primary CTA — Notion's recognizable "Get Notion free" button color
- Real Notion workspace UI mockup card embedded in the hero with deep drop shadow
- Bold yellow feature banner ({colors.card-tint-yellow-bold}) for high-emphasis content sections
- Pastel feature card palette (peach, rose, mint, lavender, sky, yellow) echoing the live product database properties
- Notion-Sans (Inter-based) across every UI surface
- 8px-rounded buttons (NOT pills), 12px-rounded cards — sober editorial geometry
- 4-tier pricing comparison with dense feature table
- Centered hero layout (different from the left-aligned norm of most B2B SaaS)
## Colors
> Source pages: notion.com/ (homepage), /enterprise, /product/ai, /product/agents, /startups, /pricing. Token coverage was identical across all six pages.
### Brand & Primary
- **Notion Purple** ({colors.primary}): Signature primary CTA color — the unmistakable "Get Notion free" pill button. Reserved for the dominant CTA only.
- **Purple Pressed** ({colors.primary-pressed}): Pressed-state variant
- **Purple Deep** ({colors.primary-deep}): Deeper variant for emphasis
- **Brand Navy** ({colors.brand-navy}): Hero band background — deep navy
- **Brand Navy Deep** ({colors.brand-navy-deep}): Deeper navy for promo banner
- **Brand Navy Mid** ({colors.brand-navy-mid}): Mid-spectrum navy
- **Link Blue** ({colors.link-blue}): Inline text link blue (NOT primary CTA)
- **Link Blue Pressed** ({colors.link-blue-pressed}): Pressed-state link blue
### Brand Color Spectrum (echoes live product database properties)
- **Brand Pink** ({colors.brand-pink}): Pink accent
- **Brand Pink Deep** ({colors.brand-pink-deep}): Deeper pink
- **Brand Orange** ({colors.brand-orange}): Orange accent
- **Brand Orange Deep** ({colors.brand-orange-deep}): Deeper orange-rust
- **Brand Purple** ({colors.brand-purple}): Purple accent variant
- **Brand Purple 300** ({colors.brand-purple-300}): Light purple
- **Brand Purple 800** ({colors.brand-purple-800}): Deep purple for tag text
- **Brand Teal** ({colors.brand-teal}): Teal accent
- **Brand Green** ({colors.brand-green}): Bright green
- **Brand Yellow** ({colors.brand-yellow}): Soft yellow
- **Brand Brown** ({colors.brand-brown}): Brand brown for "earthy" tints
### Card Tints (Pastel Feature Card Backgrounds)
- **Tint Peach** ({colors.card-tint-peach}): Pale peach
- **Tint Rose** ({colors.card-tint-rose}): Pale rose-pink
- **Tint Mint** ({colors.card-tint-mint}): Pale mint-green
- **Tint Lavender** ({colors.card-tint-lavender}): Pale lavender
- **Tint Sky** ({colors.card-tint-sky}): Pale sky-blue
- **Tint Yellow** ({colors.card-tint-yellow}): Pale yellow
- **Tint Yellow Bold** ({colors.card-tint-yellow-bold}): Bold yellow for high-emphasis feature banners ("Ask your on-demand assistants")
- **Tint Cream** ({colors.card-tint-cream}): Cream tint
- **Tint Gray** ({colors.card-tint-gray}): Neutral surface
### Surface
- **Canvas White** ({colors.canvas}): Page background and primary card surface
- **Surface** ({colors.surface}): Subtle section backgrounds, search-pill rest, featured pricing tier
- **Surface Soft** ({colors.surface-soft}): Quieter section divisions
- **Hairline** ({colors.hairline}): 1px borders and primary dividers
- **Hairline Soft** ({colors.hairline-soft}): Quieter dividers
- **Hairline Strong** ({colors.hairline-strong}): Stronger 1px border for inputs
### Text
- **Ink Deep** ({colors.ink-deep}): Pure black for emphasis
- **Ink** ({colors.ink}): Primary headlines and body text
- **Charcoal** ({colors.charcoal}): Body emphasis (Notion's signature warm-charcoal)
- **Slate** ({colors.slate}): Secondary text
- **Steel** ({colors.steel}): Tertiary, footer links
- **Stone** ({colors.stone}): Muted labels
- **Muted** ({colors.muted}): Disabled, placeholders
- **On Dark** ({colors.on-dark}): White text on dark surfaces
- **On Dark Muted** ({colors.on-dark-muted}): Reduced-opacity white
### Semantic
- **Success** ({colors.semantic-success}): Confirmation green
- **Warning** ({colors.semantic-warning}): Mid-priority alerts (orange)
- **Error** ({colors.semantic-error}): Validation errors (red)
## Typography
### Font Family
**Notion Sans** (primary): Notion's custom Inter-based variable typeface. Fallbacks: Inter, -apple-system, system-ui, 'Segoe UI', Helvetica, sans-serif. Humanist-geometric character used across every UI surface.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.hero-display}` | 80px | 600 | 1.05 | -2px | Hero ("Meet the night shift") |
| `{typography.display-lg}` | 56px | 600 | 1.10 | -1px | Section openers |
| `{typography.heading-1}` | 48px | 600 | 1.15 | -0.5px | Page-level headlines ("Try for free") |
| `{typography.heading-2}` | 36px | 600 | 1.20 | -0.5px | Subsection headlines ("Keep work moving 24/7") |
| `{typography.heading-3}` | 28px | 600 | 1.25 | 0 | Card titles |
| `{typography.heading-4}` | 22px | 600 | 1.30 | 0 | Feature tile titles |
| `{typography.heading-5}` | 18px | 600 | 1.40 | 0 | FAQ questions |
| `{typography.subtitle}` | 18px | 400 | 1.50 | 0 | Hero subtitle |
| `{typography.body-md}` | 16px | 400 | 1.55 | 0 | Primary body text |
| `{typography.body-md-medium}` | 16px | 500 | 1.55 | 0 | Body emphasis |
| `{typography.body-sm}` | 14px | 400 | 1.50 | 0 | Secondary body |
| `{typography.body-sm-medium}` | 14px | 500 | 1.50 | 0 | Active sidebar, button labels |
| `{typography.caption-bold}` | 13px | 600 | 1.40 | 0 | Badge labels |
| `{typography.button-md}` | 14px | 500 | 1.30 | 0 | Button labels |
### Principles
- Tight hero leading (1.05) on 80px display
- Negative letter-spacing on display sizes (-2px to -0.5px)
- Generous body leading (1.55) for documentation readability
- 600 weight for headlines + 500 for buttons; 400 body
## Layout
### Spacing System
- **Base unit**: 4px (8px primary increment)
- **Tokens**: `{spacing.xxs}` (4px) through `{spacing.hero}` (120px)
- **Section rhythm**: Marketing pages use `{spacing.section-lg}` (96px); pricing tightens to `{spacing.section}` (64px)
### Grid & Container
- 1280px max-width with 32px gutters
- Pricing: 4-tier card row at desktop with dense comparison table
- Homepage: centered hero with workspace mockup below buttons; alternating colorful feature card sections
### Whitespace Philosophy
Marketing surfaces use generous breathing room between feature card bands. Workspace mockup card on hero gets full-width treatment with deep drop shadow.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 (flat) | No shadow; `{colors.hairline}` border | Default cards, table rows |
| 1 (subtle) | `rgba(15, 15, 15, 0.04) 0px 1px 2px 0px` | Hover-elevated tiles |
| 2 (card) | `rgba(15, 15, 15, 0.08) 0px 4px 12px 0px` | Feature cards |
| 3 (mockup) | `rgba(15, 15, 15, 0.20) 0px 24px 48px -8px` | Hero workspace mockup card |
| 4 (modal) | `rgba(15, 15, 15, 0.16) 0px 16px 48px -8px` | Modals, dropdowns |
### Decorative Depth
- Hero workspace mockup card uses deep diffuse drop shadow (Level 3) — significant elevation against the navy band
- Pastel feature cards carry their own visual weight via tint backgrounds
- Sticky-note dot illustrations and mesh wires add atmospheric decoration to navy hero
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.xs}` | 4px | Tag chips |
| `{rounded.sm}` | 6px | Type badges |
| `{rounded.md}` | 8px | Buttons, inputs, search-pill |
| `{rounded.lg}` | 12px | Cards, pricing tiers, agent tiles, workspace mockup |
| `{rounded.xl}` | 16px | Larger feature panels |
| `{rounded.xxl}` | 20px | Featured product showcases |
| `{rounded.xxxl}` | 24px | Larger feature cards |
| `{rounded.full}` | 9999px | Status badges, pill tabs (NOT regular buttons) |
Notion's geometry is sober-editorial — `{rounded.md}` (8px) buttons distinguish it from pill-button-everywhere brands.
## Components
> Per the no-hover policy, hover states are NOT documented.
### Buttons
**`button-primary`** — Signature purple rectangular primary CTA, the dominant action.
- Background `{colors.primary}`, text `{colors.on-primary}`, typography `{typography.button-md}`, padding `10px 18px`, rounded `{rounded.md}`.
- Pressed state `button-primary-pressed` deepens to `{colors.primary-pressed}`.
- Disabled state uses `{colors.hairline}` background.
**`button-dark`** — Black rectangular CTA on light backgrounds.
- Background `{colors.ink-deep}`, text `{colors.on-dark}`, typography `{typography.button-md}`, padding `10px 18px`, rounded `{rounded.md}`.
**`button-secondary`** — Outlined rectangular for secondary actions ("Request a demo").
- Background transparent, text `{colors.ink}`, border `1px solid {colors.hairline-strong}`, typography `{typography.button-md}`, padding `10px 18px`, rounded `{rounded.md}`.
**`button-on-dark`** — White button on dark hero bands.
- Background `{colors.on-dark}`, text `{colors.ink}`, typography `{typography.button-md}`, padding `10px 18px`, rounded `{rounded.md}`.
**`button-secondary-on-dark`** — Outlined button on dark.
- Background transparent, text `{colors.on-dark}`, border `1px solid {colors.on-dark-muted}`, typography `{typography.button-md}`, padding `10px 18px`, rounded `{rounded.md}`.
**`button-ghost`** — Quieter ghost button.
- Background transparent, text `{colors.ink}`, typography `{typography.button-md}`, padding `8px 12px`, rounded `{rounded.sm}`.
**`button-link`** — Inline blue text link (NOT primary purple).
- Background transparent, text `{colors.link-blue}`, typography `{typography.body-sm-medium}`, padding `0`.
### Cards & Containers
**`card-base`** — Standard content card.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xl}`, border `1px solid {colors.hairline}`.
**`card-feature`** — Feature card with larger padding.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `1px solid {colors.hairline}`.
**`card-feature-yellow-bold`** — Bold yellow feature banner for high-emphasis content ("Ask your on-demand assistants").
- Background `{colors.card-tint-yellow-bold}`, text `{colors.charcoal}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`.
**`card-feature-peach`** + **`card-feature-rose`** + **`card-feature-mint`** + **`card-feature-sky`** + **`card-feature-lavender`** + **`card-feature-yellow`** + **`card-feature-cream`** — Pastel-tinted feature cards.
- Each variant uses its corresponding `card-tint-*` color as background, text `{colors.charcoal}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`.
**`card-agent-tile`** — Agent assistant tile.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xl}`, border `1px solid {colors.hairline}`.
**`card-template`** — Template thumbnail card.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.lg}`, border `1px solid {colors.hairline}`.
**`card-startup-perk`** — Startup-program perk grid item.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xl}`, border `1px solid {colors.hairline}`.
**`pricing-card`** — Standard pricing tier card.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `1px solid {colors.hairline}`.
**`pricing-card-featured`** — Featured pricing tier (Plus or Business — purple-bordered).
- Background `{colors.surface}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `2px solid {colors.primary}`.
### Inputs & Forms
**`text-input`** — Standard text field.
- Background `{colors.canvas}`, text `{colors.ink}`, border `1px solid {colors.hairline-strong}`, rounded `{rounded.md}`, padding `{spacing.sm} {spacing.md}`, height 44px.
**`text-input-focused`** — Activated state.
- Border switches to `2px solid {colors.primary}` (purple).
**`search-pill`** — Search bar.
- Background `{colors.surface}`, text `{colors.steel}`, typography `{typography.body-md}`, rounded `{rounded.md}`, height 44px, border `1px solid {colors.hairline}`.
### Tabs
**`pill-tab`** + **`pill-tab-active`** — Pill-style tab nav for top-level switching.
- Inactive: text `{colors.steel}`, border `1px solid {colors.hairline}`, padding `{spacing.xs} {spacing.md}`, rounded `{rounded.full}`.
- Active: background `{colors.ink-deep}`, text `{colors.on-dark}`.
**`segmented-tab`** + **`segmented-tab-active`** — Underline-style tab navigation.
- Inactive: text `{colors.steel}`, no border. Active: text `{colors.ink}`, 2px bottom border in `{colors.ink}`.
### Badges & Status
**`badge-purple`** — Purple status badge (matches primary CTA).
- Background `{colors.primary}`, text `{colors.on-primary}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`badge-pink`** — Pink accent badge.
- Background `{colors.brand-pink}`, text `{colors.on-primary}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`badge-orange`** — Orange accent badge.
- Background `{colors.brand-orange}`, text `{colors.on-primary}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`badge-tag-purple`** — Soft-purple feature tag chip.
- Background `{colors.card-tint-lavender}`, text `{colors.brand-purple-800}`, typography `{typography.caption-bold}`, rounded `{rounded.sm}`, padding `2px 8px`.
**`badge-tag-orange`** — Soft-orange feature tag.
- Background `{colors.card-tint-peach}`, text `{colors.brand-orange-deep}`, typography `{typography.caption-bold}`, rounded `{rounded.sm}`, padding `2px 8px`.
**`badge-tag-green`** — Soft-mint feature tag.
- Background `{colors.card-tint-mint}`, text `{colors.brand-green}`, typography `{typography.caption-bold}`, rounded `{rounded.sm}`, padding `2px 8px`.
**`badge-popular`** — "Most Popular" tier indicator.
- Background `{colors.primary}`, text `{colors.on-primary}`, typography `{typography.caption-bold}`, rounded `{rounded.full}`, padding `4px 10px`.
**`promo-banner`** — Light surface promo strip ABOVE the top nav.
- Background `{colors.surface}`, text `{colors.ink}`, typography `{typography.body-sm-medium}`, padding `{spacing.sm} {spacing.md}`. ("Developers: Get a first look at our new Developer Platform on May 13.")
### Tables
**`comparison-table`** — Pricing feature comparison table.
- Background `{colors.canvas}`, text `{colors.ink}`, typography `{typography.body-sm}`, rounded `{rounded.md}`, border `1px solid {colors.hairline}`.
**`comparison-row`** — Individual feature row.
- Background `{colors.canvas}`, text `{colors.ink}`, padding `{spacing.md} {spacing.lg}`, bottom border `1px solid {colors.hairline-soft}`.
### Documentation Components
**`workspace-mockup-card`** — Embedded Notion workspace UI mockup on hero band ("Ramp HQ" kanban board).
- Background `{colors.canvas}`, rounded `{rounded.lg}`, border `1px solid {colors.hairline}`, deep shadow `rgba(15, 15, 15, 0.20) 0px 24px 48px -8px`. Carries actual Notion product UI mock.
**`testimonial-card`** — Customer testimonial card.
- Background `{colors.canvas}`, rounded `{rounded.lg}`, padding `{spacing.xxl}`, border `1px solid {colors.hairline}`.
**`logo-wall-item`** — Customer logo wordmark cell.
- Background transparent, text `{colors.steel}`, typography `{typography.body-md-medium}`, padding `{spacing.lg}`.
**`faq-accordion-item`** — FAQ panel.
- Background `{colors.canvas}`, rounded `{rounded.md}`, padding `{spacing.xl}`, bottom border `1px solid {colors.hairline}`.
**`stat-row`** — Stats strip with bar chart visualization ("More productivity. Fewer tools.").
- Background `{colors.surface}`, text `{colors.ink}`, rounded `{rounded.lg}`, padding `{spacing.section-sm}`.
**`cta-banner-light`** — Light surface CTA banner.
- Background `{colors.surface}`, text `{colors.ink}`, rounded `{rounded.lg}`, padding `{spacing.section}`.
### Navigation
**Top Navigation (Marketing)** — Sticky white bar.
- Background `{colors.canvas}`, height ~64px, bottom border `1px solid {colors.hairline}`.
- Left: Notion "N" logo + "Product / AI / Solutions / Resources / Enterprise / Pricing / Request a demo" links.
- Right: "Get Notion free" purple button + "Log in" link.
### Signature Components
**`hero-band-dark`** — Deep navy hero band with embedded workspace mockup and decorative dots/wires.
- Background `{colors.brand-navy}`, text `{colors.on-dark}`, padding `{spacing.hero}`.
- Layout: centered headline `{typography.hero-display}`, subtitle, button row (`button-primary` purple + `button-secondary-on-dark`), `workspace-mockup-card` below.
- Atmospheric decoration: scattered colorful sticky-note dots and mesh wire illustrations around the hero content (NOT a literal pattern fill — handled per-page via SVG/illustration).
**`footer-region`** — Multi-column light footer.
- Background `{colors.canvas}`, padding `{spacing.section} {spacing.xxl}`, top border `1px solid {colors.hairline}`.
- 6-column link grid (Product / Download / Resources / Notion for / Company / Legal).
**`footer-link`** — Individual footer link.
- Background transparent, text `{colors.steel}`, typography `{typography.body-sm}`, padding `{spacing.xxs} 0`.
## Do's and Don'ts
### Do
- Use `{colors.primary}` (purple) as the dominant CTA across all surfaces — it's the brand's recognizable signal
- Pair deep navy hero bands ({colors.brand-navy}) with the purple button + decorative sticky-note dots
- Use pastel feature card tints (peach, rose, mint, lavender, sky, yellow) generously
- Use `{colors.card-tint-yellow-bold}` for high-emphasis "Ask the assistant"-style banner cards
- Apply `{rounded.md}` (8px) to buttons consistently — Notion uses rectangles, not pills
- Apply `{rounded.lg}` (12px) to all card families
- Maintain Notion-Sans across every UI surface
- Use the workspace mockup card on hero bands to show actual product UI
### Don't
- Don't use the purple for body text or large background surfaces
- Don't use pill-shaped buttons; Notion's geometry is rectangular-sober
- Don't mix link-blue ({colors.link-blue}) with primary-purple ({colors.primary}) — they have distinct roles
- Don't apply heavy shadows on flat documentation cards
- Don't replace Notion-Sans with a generic Inter
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile (small) | < 480px | Single column. Hero 36px. Pricing 1-up. |
| Mobile (large) | 480 767px | Feature cards 2-up. Hero 48px. |
| Tablet | 768 1023px | 2-column feature grids. Hero 56px. |
| Desktop | 1024 1279px | 4-tier pricing card row. Hero 72px. |
| Wide Desktop | ≥ 1280px | Full 80px hero presentation. |
### Touch Targets
- Buttons render at 4044px effective height
- Form inputs render at 44px height
- Pill tabs ~32px → 44px on mobile
### Collapsing Strategy
- **Promo banner** stays full-width; truncates at < 480px
- **Top nav** below 1024px collapses to hamburger
- **Hero band**: workspace mockup card moves below text/buttons on mobile
- **Pricing tiers**: 4-column → 2-column tablet → 1-column mobile
- **Feature cards**: 3-up desktop → 2-up tablet → 1-up mobile
- **Hero typography**: 80px → 56px → 48px → 36px
- **Footer**: 6-column desktop → 3-column tablet → accordion mobile
### Image Behavior
- Workspace mockup card maintains aspect ratio
- Pastel illustrations inside feature cards scale proportionally
- Customer logo wall: wordmarks at consistent 6080px height
## Iteration Guide
1. Focus on ONE component at a time
2. Reference component names and tokens directly
3. Run `npx @google/design.md lint DESIGN.md` after edits
4. Add new variants as separate `components:` entries
5. Default to `{typography.body-md}` for body
6. Keep `{colors.primary}` (purple) as the primary CTA — distinct from `{colors.link-blue}` for inline links
7. Use `{rounded.md}` for buttons (rectangles), `{rounded.lg}` for cards, `{rounded.full}` for pill tabs/badges only
## Known Gaps
- Specific dark-mode token values not surfaced beyond hero bands
- Animation/transition timings not extracted; recommend 150200ms ease
- Form validation success state not explicitly captured
- Pastel-tint mapping (which feature uses which tint) is observation-based — the actual brand library may have more entries
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# Notion Inspired Design System
# Notion Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/notion/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: NVIDIA-design-analysis
description: |
An engineering-grade marketing system organized around two surface modes — a deep black canvas for hero and footer chapters and a flat paper-white canvas for body content — connected by a single, almost violently saturated NVIDIA Green accent that carries every CTA, every active tab, and the small decorative corner squares that mark out cards. The system is unapologetically angular: 2px radius across every surface, tight bold sans-serif typography in NVIDIA's proprietary EMEA cut, and a hairline gray rule that separates dense multi-column technical content. There is no decorative gradient, no atmospheric mesh, no soft drop shadow — just black, white, gray, and green stacked into a structured editorial grid that scales from product cards to massive industry landing pages without bending its rules.
colors:
primary: "#76b900"
on-primary: "#000000"
primary-dark: "#5a8d00"
ink: "#000000"
canvas: "#ffffff"
surface-dark: "#000000"
surface-soft: "#f7f7f7"
surface-elevated: "#1a1a1a"
hairline: "#cccccc"
hairline-strong: "#5e5e5e"
body: "#1a1a1a"
mute: "#757575"
stone: "#898989"
ash: "#a7a7a7"
on-dark: "#ffffff"
on-dark-mute: "rgba(255,255,255,0.7)"
link-blue: "#0046a4"
blue-700: "#0046a4"
error: "#e52020"
error-deep: "#650b0b"
warning: "#df6500"
warning-bright: "#ef9100"
success-deep: "#3f8500"
accent-yellow-pale: "#feeeb2"
accent-purple: "#952fc6"
accent-purple-deep: "#4d1368"
accent-purple-pale: "#f9d4ff"
accent-green-pale: "#bff230"
typography:
display-xl:
fontFamily: NVIDIA-EMEA
fontSize: 48px
fontWeight: 700
lineHeight: 1.25
letterSpacing: 0
display-lg:
fontFamily: NVIDIA-EMEA
fontSize: 36px
fontWeight: 700
lineHeight: 1.25
letterSpacing: 0
heading-xl:
fontFamily: NVIDIA-EMEA
fontSize: 24px
fontWeight: 700
lineHeight: 1.25
letterSpacing: 0
heading-lg:
fontFamily: NVIDIA-EMEA
fontSize: 22px
fontWeight: 400
lineHeight: 1.75
letterSpacing: 0
heading-md:
fontFamily: NVIDIA-EMEA
fontSize: 20px
fontWeight: 700
lineHeight: 1.25
letterSpacing: 0
heading-sm:
fontFamily: NVIDIA-EMEA
fontSize: 18px
fontWeight: 700
lineHeight: 1.4
letterSpacing: 0
card-title:
fontFamily: NVIDIA-EMEA
fontSize: 17px
fontWeight: 700
lineHeight: 1.47
letterSpacing: 0
body-md:
fontFamily: NVIDIA-EMEA
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
body-strong:
fontFamily: NVIDIA-EMEA
fontSize: 16px
fontWeight: 700
lineHeight: 1.5
letterSpacing: 0
body-sm:
fontFamily: NVIDIA-EMEA
fontSize: 15px
fontWeight: 400
lineHeight: 1.67
letterSpacing: 0
button-lg:
fontFamily: NVIDIA-EMEA
fontSize: 18px
fontWeight: 700
lineHeight: 1.25
letterSpacing: 0
button-md:
fontFamily: NVIDIA-EMEA
fontSize: 16px
fontWeight: 700
lineHeight: 1.25
letterSpacing: 0
button-sm:
fontFamily: NVIDIA-EMEA
fontSize: 14.4px
fontWeight: 700
lineHeight: 1
letterSpacing: 0.144px
link-md:
fontFamily: NVIDIA-EMEA
fontSize: 15px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
caption-md:
fontFamily: NVIDIA-EMEA
fontSize: 14px
fontWeight: 700
lineHeight: 1.43
letterSpacing: 0
textTransform: uppercase
caption-sm:
fontFamily: NVIDIA-EMEA
fontSize: 12px
fontWeight: 400
lineHeight: 1.25
letterSpacing: 0
caption-xs:
fontFamily: NVIDIA-EMEA
fontSize: 11px
fontWeight: 700
lineHeight: 1
letterSpacing: 0
utility-xs:
fontFamily: NVIDIA-EMEA
fontSize: 10px
fontWeight: 700
lineHeight: 1.5
letterSpacing: 0
textTransform: uppercase
rounded:
none: 0px
xs: 1px
sm: 2px
full: 9999px
spacing:
xxs: 2px
xs: 4px
sm: 8px
md: 12px
lg: 16px
xl: 24px
xxl: 32px
section: 64px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.sm}"
padding: 11px 24px
height: 44px
button-primary-active:
backgroundColor: "{colors.primary-dark}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.sm}"
button-outline:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.sm}"
padding: 11px 13px
button-outline-on-dark:
backgroundColor: "transparent"
textColor: "{colors.on-dark}"
typography: "{typography.button-md}"
rounded: "{rounded.sm}"
button-ghost-link:
textColor: "{colors.primary}"
typography: "{typography.button-md}"
rounded: "{rounded.none}"
button-disabled:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ash}"
rounded: "{rounded.sm}"
pill-tab:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.button-sm}"
rounded: "{rounded.sm}"
padding: 10px 18px
pill-tab-active:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-dark}"
typography: "{typography.button-sm}"
rounded: "{rounded.sm}"
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.sm}"
padding: 12px 16px
height: 44px
text-input-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.sm}"
search-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.sm}"
padding: 10px 16px
height: 40px
product-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.card-title}"
rounded: "{rounded.sm}"
padding: 24px
feature-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.sm}"
padding: 32px
resource-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.card-title}"
rounded: "{rounded.sm}"
padding: 24px
hero-card-dark:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.display-xl}"
rounded: "{rounded.none}"
padding: 80px 48px
cta-strip-dark:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.heading-xl}"
rounded: "{rounded.none}"
padding: 64px 48px
callout-stat:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-lg}"
rounded: "{rounded.sm}"
padding: 32px
corner-square:
backgroundColor: "{colors.primary}"
rounded: "{rounded.none}"
size: 12px
utility-bar:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.caption-sm}"
rounded: "{rounded.none}"
height: 32px
primary-nav:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.body-strong}"
rounded: "{rounded.none}"
height: 64px
breadcrumb-bar:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.body}"
typography: "{typography.caption-md}"
rounded: "{rounded.none}"
height: 48px
sub-nav-strip:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.none}"
height: 56px
footer-section:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark-mute}"
typography: "{typography.body-sm}"
rounded: "{rounded.none}"
padding: 64px 48px
link-inline:
textColor: "{colors.link-blue}"
typography: "{typography.link-md}"
badge-tag:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.body}"
typography: "{typography.caption-md}"
rounded: "{rounded.sm}"
padding: 4px 10px
---
## Overview
NVIDIA's marketing system is built like a piece of engineering documentation that learned graphic design — every page is a structured cascade of dense, factual information arranged on a paper-white grid, framed top and bottom by deep black hero/footer chapters. There is exactly one accent color in the entire system, and it is doing all the work: NVIDIA Green (`{colors.primary}``#76b900`), used for every primary CTA, every active tab, every link affordance on dark surfaces, and the small decorative corner squares that mark out card containers. Nothing else competes for attention.
The system's character comes from extreme typographic restraint and an almost punishingly angular geometry. Every container, button, and image uses `{rounded.sm}` (2px) — a token that's barely-there but never zero, giving the system the precise, technical feel of CAD output rather than warm consumer software. Cards sit on plain `{colors.canvas}` with a hairline `{colors.hairline}` border (no shadow, no elevation), separated by tight 8px-base spacing rhythm. Long-form pages stack 610 of these cards into multi-column technical grids without ever introducing decorative breaks.
The black-canvas hero and footer chapters are the system's "headline moments" — a single full-bleed photographic or 3D-rendered image with `{typography.display-xl}` headline copy laid in white, a single green CTA button, and a small green corner square as the only ornamentation. Everything else is subordinate.
**Key Characteristics:**
- Single-accent system: `{colors.primary}` carries every CTA, active state, and decorative motif. The rest is monochrome black/white/gray.
- Two-mode surface architecture: `{colors.surface-dark}` for hero/footer chapters; `{colors.canvas}` for body — alternating in a predictable rhythm down the page
- Hyper-angular geometry: `{rounded.sm}` (2px) on every interactive element. There are no pill buttons, no rounded cards, no soft chrome.
- NVIDIA-EMEA proprietary sans-serif at weights 400 and 700, scaled across a 12-tier hierarchy from `{typography.utility-xs}` (10px) up to `{typography.display-xl}` (48px)
- Card library leans on hairline `{colors.hairline}` borders and `{colors.surface-soft}` backgrounds rather than shadows for separation
- Signature decorative element: the small `{component.corner-square}` (~12px green square) anchored to one corner of resource and feature cards
- Dense multi-column footer with 46 link columns on `{colors.surface-dark}` — every page closes with the same structured global navigation
## Colors
> **Source pages:** `/tr-tr/` (primary homepage), `/en-eu/industries/healthcare-life-sciences/`, `/en-eu/solutions/ai/`, `/en-eu/ai/foundry/`. The chrome palette is identical across all four — only photography and copy vary.
### Brand & Accent
- **NVIDIA Green** (`{colors.primary}``#76b900`): the brand. Every primary CTA, every active state, every link affordance on dark surfaces, every corner square, and the brand wordmark itself.
- **NVIDIA Green Dark** (`{colors.primary-dark}``#5a8d00`): pressed state for the primary button — a single notch deeper than the brand green.
- **Accent Green Pale** (`{colors.accent-green-pale}``#bff230`): rare highlight tint used in editorial callouts and decorative micro-blocks; never on chrome.
### Surface
- **Page Canvas** (`{colors.canvas}``#ffffff`): the body of every page. Cards sit directly on it with hairline rules.
- **Soft Surface** (`{colors.surface-soft}``#f7f7f7`): breadcrumb strip, sub-nav, side-by-side comparison panels, alternating row backgrounds.
- **Black Canvas** (`{colors.surface-dark}``#000000`): hero chapter, dark CTA strips, footer, primary nav. The system's "frame" color.
- **Surface Elevated** (`{colors.surface-elevated}``#1a1a1a`): nested dark panels inside the footer (column dividers, fine-print bar).
- **Hairline** (`{colors.hairline}``#cccccc`): 1px card border, table rule, divider between footer link sections.
- **Hairline Strong** (`{colors.hairline-strong}``#5e5e5e`): 1px divider on dark surfaces (footer column rules, dark-mode card edges).
### Text
- **Ink** (`{colors.ink}``#000000`): headlines and body text on `{colors.canvas}`.
- **Body** (`{colors.body}``#1a1a1a`): long-form paragraph text where pure black is too heavy.
- **Mute** (`{colors.mute}``#757575`): metadata, breadcrumb separators, footer copyright.
- **Stone** (`{colors.stone}``#898989`): least-emphasis text and disabled state.
- **Ash** (`{colors.ash}``#a7a7a7`): disabled icon color and faint utility text.
- **On Dark** (`{colors.on-dark}``#ffffff`): primary text on `{colors.surface-dark}`.
- **On Dark Mute** (`{colors.on-dark-mute}``rgba(255,255,255,0.7)`): secondary footer link text and dark-canvas body copy.
### Semantic
- **Error** (`{colors.error}``#e52020`): validation messages, destructive confirmation.
- **Error Deep** (`{colors.error-deep}``#650b0b`): pressed state for error buttons; hover-pressed validation icons.
- **Warning** (`{colors.warning}``#df6500`): caution callouts, deprecated documentation banners.
- **Warning Bright** (`{colors.warning-bright}``#ef9100`): inverse warning on dark canvas.
- **Success Deep** (`{colors.success-deep}``#3f8500`): positive confirmation where NVIDIA Green's saturation would clash.
- **Link Blue** (`{colors.link-blue}``#0046a4`): inline anchor link color on light canvas — the only blue in the system, reserved for prose-embedded hyperlinks.
### Editorial Accents (used sparingly inside long-form content)
- **Accent Purple** (`{colors.accent-purple}``#952fc6`): research / scientific computing editorial accent.
- **Accent Purple Deep** (`{colors.accent-purple-deep}``#4d1368`): paired dark for purple lockups.
- **Accent Purple Pale** (`{colors.accent-purple-pale}``#f9d4ff`): wash background for editorial callouts.
- **Accent Yellow Pale** (`{colors.accent-yellow-pale}``#feeeb2`): documentation tip / soft callout fill.
## Typography
### Font Family
- **NVIDIA-EMEA** is the proprietary brand sans-serif used across every text role on the site. It carries weights 400 (regular) and 700 (bold) and falls back to Arial → Helvetica.
- **Font Awesome 6 Pro** and **Font Awesome 6 Sharp** are used exclusively for iconography (chevrons, social glyphs, breadcrumb separators, search/menu icons) at sizes 1422px.
NVIDIA's type system is unusually flat: most chrome and body roles render at the same line-height (1.251.5) with the only meaningful variation coming from weight (400 vs 700) and size. The system relies on weight contrast — not size jumps and not color tinting — to establish hierarchy, which gives marketing copy and technical documentation an editorial newspaper feel.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 48px | 700 | 1.25 | 0 | Hero headline on `{component.hero-card-dark}` |
| `{typography.display-lg}` | 36px | 700 | 1.25 | 0 | Section headline ("Explore Our AI Solutions"), large stat callouts |
| `{typography.heading-xl}` | 24px | 700 | 1.25 | 0 | Sub-section title, dark CTA-strip headline |
| `{typography.heading-lg}` | 22px | 400 | 1.75 | 0 | Long-form intro paragraph that doubles as a heading |
| `{typography.heading-md}` | 20px | 700 | 1.25 | 0 | Card group title, sub-nav anchor heading |
| `{typography.heading-sm}` | 18px | 700 | 1.4 | 0 | Side-rail filter group, small section label |
| `{typography.card-title}` | 17px | 700 | 1.47 | 0 | Resource card title, product card title |
| `{typography.body-md}` | 16px | 400 | 1.5 | 0 | Body copy, default paragraph |
| `{typography.body-strong}` | 16px | 700 | 1.5 | 0 | Inline emphasis, primary nav link, label |
| `{typography.body-sm}` | 15px | 400 | 1.67 | 0 | Card description, secondary copy |
| `{typography.button-lg}` | 18px | 700 | 1.25 | 0 | Hero primary CTA |
| `{typography.button-md}` | 16px | 700 | 1.25 | 0 | Standard primary/secondary buttons |
| `{typography.button-sm}` | 14.4px | 700 | 1 | 0.144px | Compact pill tab, in-card secondary CTA |
| `{typography.link-md}` | 15px | 400 | 1.5 | 0 | Inline anchor link in body prose |
| `{typography.caption-md}` | 14px | 700 | 1.43 | 0 | Eyebrow over section heading, breadcrumb (uppercase) |
| `{typography.caption-sm}` | 12px | 400 | 1.25 | 0 | Footnote copy, metadata, table caption |
| `{typography.caption-xs}` | 11px | 700 | 1 | 0 | Pill chip label, utility-bar text |
| `{typography.utility-xs}` | 10px | 700 | 1.5 | 0 | Legal fine-print bar at the very bottom (uppercase) |
### Principles
The typography is brand-locked: NVIDIA-EMEA is used at every level, no serif, no display variant, no monospace, no italic. Hierarchy is built almost entirely from size and weight — color is reserved for emphasis (`{colors.primary}` on links over dark, `{colors.link-blue}` on light) and never used to separate type tiers.
### Note on Font Substitutes
NVIDIA-EMEA is proprietary. The closest open-source pairing is **Inter** (weights 400/700) — its x-height and stroke contrast match NVIDIA-EMEA's optical metrics within ~2% at body sizes. **Arial** is the official documented fallback and is acceptable for any system where Inter is unavailable. Avoid Helvetica Now or Helvetica Neue substitutes; their slightly tighter cap heights drift away from the brand's geometry.
## Layout
### Spacing System
- **Base unit:** 8px
- **Tokens (front matter):** `{spacing.xxs}` (2px) · `{spacing.xs}` (4px) · `{spacing.sm}` (8px) · `{spacing.md}` (12px) · `{spacing.lg}` (16px) · `{spacing.xl}` (24px) · `{spacing.xxl}` (32px) · `{spacing.section}` (64px)
- **Universal section rhythm:** every page in the set uses `{spacing.section}` (64px) as the vertical gap between major content blocks. Card grids use `{spacing.xl}` (24px) gutters; in-card padding sits at `{spacing.xl}` to `{spacing.xxl}` depending on density.
- **Hero chapter padding:** 80px vertical / 48px horizontal — the largest spacing in the system, reserved for `{component.hero-card-dark}`.
### Grid & Container
- **Max width:** ~1280px content area at desktop, with 24px gutters that grow to ~48px at ultrawide.
- **Column patterns:**
- Card grids: 4-up at desktop, 3-up at 1024px, 2-up at 768px, 1-up at 480px.
- Long-form text: 2-column 60/40 split (body + sidebar) at desktop, single-column at < 960px.
- Footer: 6-up link columns at desktop, collapsing to 2-up on tablet, full accordion on mobile.
- **Card aspect:** product cards lean to 1:1 or 4:3 with 16:9 imagery on top + 12 lines of metadata below. Resource cards are 3:2 imagery with a longer description block.
### Whitespace Philosophy
Whitespace is structural, not atmospheric. Sections butt against each other with `{spacing.section}` rhythm — there are no decorative dividers, no empty "breathing room" bands, no gradient transitions between sections. The sense of air comes from `{colors.canvas}` body sections sandwiched between `{colors.surface-dark}` chapter blocks, not from generous padding inside any one component.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 — Flat | No border, no shadow | Canvas-on-canvas blocks, hero chapter content, footer column body |
| 1 — Hairline border | 1px solid `{colors.hairline}` | All cards on `{colors.canvas}`, table cells, comparison panels |
| 2 — Hairline strong | 1px solid `{colors.hairline-strong}` | Dividers on `{colors.surface-dark}` (footer column rules, dark-card edges) |
| 3 — Soft shadow | `0 0 5px 0 rgba(0,0,0,0.3)` | Sticky nav bottom edge when scrolled, sticky CTA bar — used very sparingly |
NVIDIA's system has effectively no drop-shadow elevation in card or content surfaces. The only "shadow" in the extracted tokens is a subtle 5px ambient on sticky chrome bars. Cards do not lift; cards are flat rectangles with hairline borders.
### Decorative Depth
Depth in NVIDIA's system comes from photography and 3D-rendered hero imagery rather than from CSS effects:
- **Hero imagery:** full-bleed photographic or rendered scenes (data-center hardware, neural-net visualizations, life-sciences microscopy) sit behind hero copy with a dark gradient overlay for legibility.
- **Decorative corner squares:** the small `{component.corner-square}` (~12px solid `{colors.primary}` square) anchored to the top-left or bottom-right corner of resource and feature cards — the system's only consistent ornamental device.
- **Editorial 3D accents:** isometric or wireframe 3D renderings appear as illustration-style fills inside long-form articles, never as chrome.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Hero chapter, footer, dark CTA strips, primary nav |
| `{rounded.xs}` | 1px | Decorative micro-rules and inset accent strips |
| `{rounded.sm}` | 2px | Every interactive element — buttons, cards, inputs, pill tabs, badges |
| `{rounded.full}` | 9999px / 50% | Avatar circles, social-icon dots, brand wordmark icon |
The system is aggressively angular. Outside of avatar/icon circles, no element exceeds 2px radius. The 2px is enough to soften the optical aliasing on a sharp edge but small enough that the system reads as engineering-grade rather than consumer-friendly.
### Photography Geometry
- **Hero imagery:** full-bleed 16:9 (desktop) cropping to 4:5 portrait on mobile.
- **Card imagery:** 16:9 thumbnail at the top of resource cards; 1:1 square for product/SKU cards; 3:2 for editorial article cards.
- **Decorative corner squares:** 12×12px on standard cards, scaled to 16×16 on hero callouts.
- **Avatar/social icons:** 3240px circles with 1px hairline.
## Components
> **No hover states documented** per system policy. Each spec covers Default and Active/Pressed only; variants live as separate `components:` entries in the front matter.
### Buttons
**`button-primary`** — the universal NVIDIA CTA
- Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.button-md}`, padding `11px 24px`, height `44px`, rounded `{rounded.sm}`.
- The single most-repeated component in the system: hero CTA, dark CTA strip, "Learn More" on every card group, "Sign Up" / "Get Started" on every long-form page bottom.
- Pressed state lives in `button-primary-active` — background drops to `{colors.primary-dark}` (`#5a8d00`) with the same text color.
**`button-outline`** — secondary on light canvas
- Background transparent, text `{colors.ink}`, 2px solid `{colors.primary}` border, type `{typography.button-md}`, padding `11px 13px`, rounded `{rounded.sm}`.
- The system's most distinctive secondary CTA: a clear pane bordered in NVIDIA Green. Used for "Read the Documentation", "Watch the Video", "Compare Products" — second-tier actions that still earn the brand color.
**`button-outline-on-dark`** — outline on `{colors.surface-dark}`
- Background transparent, text `{colors.on-dark}`, 1px solid `{colors.on-dark}`, type `{typography.button-md}`, rounded `{rounded.sm}`.
- White-on-black variant used in dark hero/footer CTA strips paired with a primary green button.
**`button-ghost-link`** — inline arrow link
- Text `{colors.primary}` with a small right-arrow icon, type `{typography.button-md}`, no background, no border, rounded `{rounded.none}`.
- "Learn More →" affordance sitting at the bottom of resource cards and long-form section blocks. The arrow is uppercase and bold per `{typography.caption-md}`-equivalent treatment.
**`button-disabled`**
- Background `{colors.surface-soft}`, text `{colors.ash}`, rounded `{rounded.sm}` — flat gray.
### Tabs & Chips
**`pill-tab`** + **`pill-tab-active`**
- Default: transparent background, text `{colors.ink}`, type `{typography.button-sm}`, padding `10px 18px`, rounded `{rounded.sm}`.
- Active: background `{colors.ink}`, text `{colors.on-dark}` — the tab flips inverted on selection. Used in the "Latest in AI Resources" filter strip and similar segmented controls.
**`badge-tag`**
- Background `{colors.surface-soft}`, text `{colors.body}`, type `{typography.caption-md}`, padding `4px 10px`, rounded `{rounded.sm}` (uppercase).
- Document type / category labels at the top of resource cards ("WHITE PAPER", "WEBINAR", "BLOG").
### Inputs & Forms
**`text-input`** + **`text-input-focused`**
- Default: background `{colors.canvas}`, text `{colors.ink}`, 1px solid `{colors.hairline}`, type `{typography.body-md}`, padding `12px 16px`, height `44px`, rounded `{rounded.sm}`.
- Focused: same surface, border becomes 2px solid `{colors.primary}` — the green border is the only focus signal in the system.
**`search-input`**
- Used in the global search overlay — same treatment as `text-input` but at 40px height with a magnifier glyph at left.
### Cards
**`product-card`**
- Container: background `{colors.canvas}`, 1px solid `{colors.hairline}`, padding `{spacing.xl}` (24px), rounded `{rounded.sm}`.
- Layout: 16:9 product image at top, `{typography.card-title}` title, `{typography.body-sm}` description, `{component.button-ghost-link}` "Learn More →" affordance at bottom.
- The `{component.corner-square}` sits at the top-left corner.
**`feature-card`**
- Container: background `{colors.canvas}`, 1px solid `{colors.hairline}`, padding `{spacing.xxl}` (32px), rounded `{rounded.sm}`.
- Layout: icon (Font Awesome at 2224px) at top in `{colors.primary}` followed by `{typography.heading-md}` title and `{typography.body-md}` body.
- Used in 3-up or 4-up grids that explain product capabilities ("Agentic AI", "Data Science", "Inference", "Conversational AI").
**`resource-card`**
- Container: background `{colors.canvas}`, 1px solid `{colors.hairline}`, padding `{spacing.xl}`, rounded `{rounded.sm}`.
- Header strip: `{component.badge-tag}` document-type label.
- Body: 3:2 thumbnail, `{typography.card-title}` title, `{typography.body-sm}` description.
- Footer: ghost-link "Read More →" with right-pointing chevron in `{colors.primary}`.
**`callout-stat`**
- Background `{colors.canvas}` with 1px hairline `{colors.hairline}`, padding `{spacing.xxl}`, rounded `{rounded.sm}`.
- Massive `{typography.display-lg}` (36px) numeric in `{colors.primary}` followed by `{typography.body-md}` caption underneath ("4× faster training", "60% lower cost", etc.). Used inside long-form industry pages.
### Hero & CTA Strips
**`hero-card-dark`**
- Background `{colors.surface-dark}` with full-bleed 16:9 photographic/3D image and dark gradient overlay; copy slot at left.
- `{typography.display-xl}` headline `{colors.on-dark}`, `{typography.heading-lg}` subhead, single `{component.button-primary}` CTA (sometimes paired with `{component.button-outline-on-dark}`).
- Anchors the top of every primary landing page.
**`cta-strip-dark`**
- Same surface as hero but compressed to a 1-row band with `{typography.heading-xl}` headline + single CTA.
- Sits between content sections as a "Ready to get started?" bridge.
### Decorative
**`corner-square`**
- 12×12px solid `{colors.primary}` square anchored to a card corner. The brand's signature ornamental motif.
- Used on resource cards, feature cards, and editorial callouts. Position varies (top-left, bottom-right) but the size and color are constant.
### Navigation
**`utility-bar`**
- Background `{colors.surface-dark}`, text `{colors.on-dark}`, height 32px, type `{typography.caption-sm}`, rounded `{rounded.none}`.
- Right-aligned cluster: locale selector / "Login" / "Account". Always present at the very top of the page.
**`primary-nav`**
- Background `{colors.surface-dark}`, text `{colors.on-dark}`, height 64px, type `{typography.body-strong}`, rounded `{rounded.none}`.
- Layout: NVIDIA wordmark at left, centered nav row ("Products / Solutions / Industries / Resources / Support / Company"), right cluster (search-glyph + "Login" button + green CTA "Get Started").
**`breadcrumb-bar`**
- Background `{colors.surface-soft}`, text `{colors.body}`, height 48px, type `{typography.caption-md}` (uppercase).
- Sits directly under the primary nav on every interior page; chevron separators in `{colors.mute}`.
**`sub-nav-strip`**
- Background `{colors.surface-soft}`, text `{colors.ink}`, height 56px, type `{typography.button-md}`, rounded `{rounded.none}`.
- Section-specific nav anchored above content (e.g., "Healthcare → Drug Discovery / Medical Imaging / Genomics / Patient Care").
**Top Nav (Mobile)**
- Hamburger menu icon (left), NVIDIA wordmark (center), search + locale icons (right). Primary nav collapses into a full-screen drawer that slides in from the right.
### Footer
**`footer-section`**
- Background `{colors.surface-dark}`, text `{colors.on-dark-mute}`, padding `{spacing.section}` (64px) vertical / 48px horizontal, rounded `{rounded.none}`.
- Layout: 6-column link grid (Products / Software / Resources / Company Info / Solutions / Support) with column headers in `{typography.body-strong}` `{colors.on-dark}` and link lists in `{typography.body-sm}` `{colors.on-dark-mute}`.
- Below the columns: social-icon strip + locale selector + legal/privacy fine-print row in `{typography.utility-xs}` (uppercase) `{colors.mute}`.
### Inline
**`link-inline`**
- Body-prose anchor link: `{colors.link-blue}` text with underline. The ONLY blue in the system — appears nowhere except inline links inside `{typography.body-md}` paragraphs.
## Do's and Don'ts
### Do
- Reserve `{colors.primary}` for primary CTAs, active states, decorative corner squares, and the NVIDIA wordmark itself. Treat it as a precious resource.
- Stack hero/footer chapters in `{colors.surface-dark}` and body sections in `{colors.canvas}` — alternate them in a predictable rhythm down the page.
- Anchor a `{component.corner-square}` to one corner of every reusable card. It is the system's identity tag.
- Use `{rounded.sm}` (2px) on every interactive element. Never go to 0, never go past 4.
- Build hierarchy from font weight (400 vs 700) and size, not from color tinting. Body text stays `{colors.ink}` or `{colors.body}` regardless of context.
- Stack content sections at `{spacing.section}` (64px) rhythm with no decorative dividers between them.
- Pair `{component.button-primary}` (green fill) with `{component.button-outline}` (green border) for primary + secondary action pairs.
### Don't
- Don't introduce drop shadows on cards or content surfaces. The only allowed shadow is the 5px ambient on sticky chrome.
- Don't substitute `{colors.success-deep}`, `{colors.accent-green-pale}`, or any other green for `{colors.primary}` in CTAs. The brand green is precise.
- Don't use `{colors.link-blue}` outside of inline body-prose links. It is not a button color, not a chrome color.
- Don't soften the geometry. No pill buttons, no rounded cards, no `{rounded.lg}` or higher anywhere except avatars and social icons.
- Don't pad the hero `{component.hero-card-dark}` symmetrically. Copy hugs the left third; imagery fills the right.
- Don't add a second accent color for variety. The system is intentionally one-color.
- Don't put `{component.button-primary}` on a `{colors.canvas}` background where green-on-white would clash with photo content — use `{component.button-outline}` instead and reserve fill for dark surfaces.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| ultrawide | 1920px+ | Content max-width holds at 1280px; outer gutters grow to ~80px |
| desktop-large | 1440px | Default desktop layout — 4-up card grid, 6-col footer |
| desktop | 1280px | Same as large with slightly narrower outer gutters |
| desktop-small | 1024px | 4-up cards collapse to 3-up; sub-nav remains horizontal |
| tablet | 768px | 3-up cards collapse to 2-up; primary nav becomes hamburger drawer |
| mobile | 480px | Single-column everything; footer columns collapse to accordion |
| mobile-narrow | 320px | Hero `{typography.display-xl}` scales from 48px → 32px |
### Touch Targets
All interactive elements meet WCAG AA (≥ 44×44px). `{component.button-primary}` sits at 44px height with 24px horizontal padding. `{component.text-input}` sits at 44px. `{component.pill-tab}` sits at ~40px height with extended hit-target padding to 44px. `{component.button-outline}` matches the 44px standard. Footer links are 1820px line-height with 812px vertical padding to keep tap targets at ~3644px depending on link length.
### Collapsing Strategy
- **Primary nav:** desktop center cluster → tablet hamburger drawer at 768px.
- **Card grid:** 4-up → 3-up → 2-up → 1-up at 1024, 768, and 480px; gutters drop from 24px to 16px on mobile.
- **Footer:** 6-up link columns → 2-up at tablet → full accordion at mobile (each column header becomes a tap-to-expand row).
- **Hero copy:** desktop `{typography.display-xl}` (48px) → tablet 36px → mobile 32px; line-height holds at 1.25.
- **Sub-nav strip:** desktop horizontal anchor row → tablet horizontal scroll → mobile collapses into a select dropdown.
- **Section padding:** `{spacing.section}` (64px) desktop → 48px tablet → 32px mobile.
- **Long-form text:** desktop 60/40 body+sidebar → tablet/mobile single-column with sidebar pushed to the bottom.
### Image Behavior
- Hero imagery uses art-direction crops: 16:9 wide hero on desktop swaps to 4:5 portrait on mobile so the subject stays centered and headline text still has overlay space.
- Card imagery is a fixed aspect (16:9 for resource, 1:1 for product) that scales rather than re-crops between breakpoints.
- All non-critical imagery is lazy-loaded as the user scrolls into the next grid row.
## Iteration Guide
1. Focus on ONE component at a time. Pull its YAML entry from the front matter and verify every property resolves.
2. Reference component names and tokens directly (`{colors.primary}`, `{component.button-primary-active}`, `{rounded.sm}`) — do not paraphrase.
3. Run `npx @google/design.md lint DESIGN.md` after edits — `broken-ref`, `contrast-ratio`, and `orphaned-tokens` warnings flag issues automatically.
4. Add new variants as separate component entries (`-active`, `-disabled`, `-focused`) — do not bury them inside prose.
5. Default body to `{typography.body-md}`; reach for `{typography.body-strong}` for emphasis; reserve `{typography.display-xl}` strictly for hero chapter headlines.
6. Keep `{colors.primary}` scarce per viewport — if more than one solid-green CTA appears in the same fold, neutralize one to `{component.button-outline}`.
7. When introducing a new component, ask whether it can be expressed with the existing card + 2px-radius + corner-square + green-CTA vocabulary before adding new tokens. The system's strength is that it almost never needs new ones.
## Known Gaps
- **Mobile screenshots not captured** — responsive behavior synthesizes NVIDIA's known mobile pattern (hamburger drawer, accordion footer, 1-up card grid, hero downscale) from desktop evidence and the documented breakpoint stack.
- **Hover states not documented** by system policy.
- **Dialog / modal styling** beyond the locale-selector overlay not visible in the captured surfaces.
- **Form field styling** for full sign-up / contact forms is not present in the captured surfaces — only inline search and basic text inputs are documented.
- **Login / authenticated chrome** not in the captured pages.
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# NVIDIA Inspired Design System
# NVIDIA Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/nvidia/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Ollama-design-analysis
description: |
An almost defiantly minimal documentation-first system that treats the home page like a Markdown README — paper-white canvas, 36px center-aligned heading, a single black pill CTA, an inline terminal install snippet, and a hand-drawn llama mascot as the only ornamental element. No gradient, no hero photography, no marketing pyrotechnics. The chrome is a tiny utility palette of pure black, pure white, and three neutral grays; every interactive element is fully rounded into a pill (`{rounded.full}`); typography is SF Pro Rounded for headings paired with system sans for body and ui-monospace for code. Pricing tiers, FAQs, and "your data stays yours" guarantees all sit on the same flat canvas inside thin-border cards — the system is the documentation, and the documentation is the system.
colors:
primary: "#000000"
on-primary: "#ffffff"
ink: "#000000"
ink-deep: "#090909"
charcoal: "#525252"
body: "#737373"
mute: "#a3a3a3"
canvas: "#ffffff"
surface-soft: "#fafafa"
surface-card: "#ffffff"
hairline: "#e5e5e5"
hairline-strong: "#d4d4d4"
on-dark: "#ffffff"
on-dark-mute: "rgba(255,255,255,0.7)"
surface-dark: "#171717"
focus-ring: "rgba(59,130,246,0.5)"
link: "#000000"
link-mute: "#737373"
terminal-red: "#ff5f56"
terminal-yellow: "#ffbd2e"
terminal-green: "#27c93f"
typography:
display-xl:
fontFamily: SF Pro Rounded
fontSize: 36px
fontWeight: 500
lineHeight: 1.11
letterSpacing: 0
display-lg:
fontFamily: SF Pro Rounded
fontSize: 30px
fontWeight: 500
lineHeight: 1.2
letterSpacing: 0
heading-lg:
fontFamily: SF Pro Rounded
fontSize: 24px
fontWeight: 600
lineHeight: 1.33
letterSpacing: 0
heading-md:
fontFamily: ui-sans-serif
fontSize: 20px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
heading-sm:
fontFamily: ui-sans-serif
fontSize: 18px
fontWeight: 500
lineHeight: 1.56
letterSpacing: 0
body-md:
fontFamily: ui-sans-serif
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
body-strong:
fontFamily: ui-sans-serif
fontSize: 16px
fontWeight: 500
lineHeight: 1.5
letterSpacing: 0
body-sm:
fontFamily: ui-sans-serif
fontSize: 14px
fontWeight: 400
lineHeight: 1.43
letterSpacing: 0
body-sm-strong:
fontFamily: ui-sans-serif
fontSize: 14px
fontWeight: 500
lineHeight: 1.43
letterSpacing: 0
caption-sm:
fontFamily: ui-sans-serif
fontSize: 12px
fontWeight: 400
lineHeight: 1.33
letterSpacing: 0
code-md:
fontFamily: ui-monospace
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
code-sm:
fontFamily: ui-monospace
fontSize: 14px
fontWeight: 400
lineHeight: 1.43
letterSpacing: 0
button-md:
fontFamily: ui-sans-serif
fontSize: 14px
fontWeight: 500
lineHeight: 1
letterSpacing: 0
rounded:
none: 0px
sm: 6px
md: 8px
lg: 12px
full: 9999px
spacing:
xxs: 2px
xs: 4px
sm: 8px
md: 12px
lg: 16px
xl: 24px
xxl: 32px
section: 88px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 8px 20px
height: 36px
button-primary-active:
backgroundColor: "{colors.ink-deep}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
button-secondary:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 8px 20px
height: 36px
button-pill-on-dark:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 8px 20px
button-disabled:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.mute}"
rounded: "{rounded.full}"
search-pill:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.full}"
padding: 8px 16px
height: 36px
search-pill-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.full}"
padding: 8px 16px
height: 40px
text-input-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
install-snippet:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.code-md}"
rounded: "{rounded.full}"
padding: 12px 20px
height: 48px
command-tag:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.code-sm}"
rounded: "{rounded.full}"
padding: 6px 12px
terminal-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.code-sm}"
rounded: "{rounded.lg}"
padding: 16px
terminal-traffic-lights:
rounded: "{rounded.full}"
size: 12px
pricing-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 32px
pricing-card-dark:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 32px
feature-bullet:
textColor: "{colors.charcoal}"
typography: "{typography.body-sm}"
faq-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.none}"
padding: 16px 0px
link-inline:
textColor: "{colors.ink}"
typography: "{typography.body-md}"
link-mute:
textColor: "{colors.body}"
typography: "{typography.body-sm}"
primary-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-sm-strong}"
rounded: "{rounded.none}"
height: 56px
footer-section:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.caption-sm}"
rounded: "{rounded.none}"
padding: 32px 24px
cta-strip-dark:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.heading-lg}"
rounded: "{rounded.lg}"
padding: 24px 32px
---
## Overview
Ollama's site is the most aggressively under-designed marketing surface in the AI tooling space, and that is the entire point. The home page reads like a Markdown README rendered with care: a 36px center-aligned heading sits above an inline `curl` install snippet inside a soft-gray pill, a single black "Download" CTA, and a hand-drawn llama mascot as the only ornament. Everything else — automate-your-work block, "Start local. Scale cloud." pricing pair, "Your data stays yours" guarantee strip, FAQ wall on `/pricing` — sits on the same paper-white canvas (`{colors.canvas}`) with quiet `{colors.body}` neutrals carrying the prose. The system is the documentation, and the documentation is the system.
The design philosophy is geometric: every interactive element collapses to `{rounded.full}` (9999px) — buttons, search pills, install-snippet pills, text inputs, and the terminal-traffic-light dots. There are no decorative drop shadows, no gradients, no hero illustrations beyond the llama. Cards (the rare ones, on `/pricing`) use a soft `{rounded.lg}` (12px) and a 1px hairline. The single inverted moment in the entire system is the dark "Max" pricing tier — `{colors.surface-dark}` with white text — which acts as the only attention-grabbing surface in an otherwise studiously flat layout.
Typography pairs SF Pro Rounded (display headings, weight 500600) with the operating system's default sans (`ui-sans-serif`) for body and `ui-monospace` for code. The roundness of the heading face is the only "personality" the chrome carries — it gently echoes the `{rounded.full}` button geometry without being decorative about it.
**Key Characteristics:**
- Paper-white `{colors.canvas}` end-to-end with no surface alternation — the whole page is one continuous sheet
- Center-aligned hero with `{typography.display-xl}` SF Pro Rounded headline, no eyebrow, no subhead beyond a small "Power OpenClaw with Ollama" line under the llama
- Pill geometry everywhere: every button and pill input is `{rounded.full}`; cards use `{rounded.lg}`; nothing is sharp-cornered except section dividers
- Single-color CTA system: pure black `{colors.primary}` pills carry every action; "Get Pro" / "Get Max" inside pricing cards are the only variations
- Inline `curl` install snippet rendered as a pill with `{typography.code-md}` — the most signature element, sitting directly under the hero headline
- Terminal-mockup card with macOS traffic-light dots and inline `ollama launch openclaw` example — the home page's only "product preview"
- Inverted dark `{component.pricing-card-dark}` for the highest-tier "Max" plan, breaking the flat-white rhythm exactly once per page
## Colors
> **Source pages:** `/` (home) and `/pricing`. The chrome palette is identical across both — only content changes.
### Brand & Accent
- **Pure Black** (`{colors.primary}``#000000`): the brand. Every primary CTA, every black pill, every link in the nav, and every solid icon. There is no other "brand color."
- **Ink Deep** (`{colors.ink-deep}``#090909`): pressed-state black for the primary pill — a single notch below pure.
### Surface
- **Canvas** (`{colors.canvas}``#ffffff`): the page itself. Nearly every surface in the system.
- **Soft Surface** (`{colors.surface-soft}``#fafafa`): install-snippet pill background, search pill, secondary chip backgrounds, alternating row fill where one is needed.
- **Surface Dark** (`{colors.surface-dark}``#171717`): the dark "Max" pricing card and dark CTA strips. The single inverted surface in the system.
- **Hairline** (`{colors.hairline}``#e5e5e5`): 1px card border, divider line above footer, divider between FAQ rows.
- **Hairline Strong** (`{colors.hairline-strong}``#d4d4d4`): rare slightly stronger divider where extra separation is needed (e.g., between unrelated FAQ groups).
### Text
- **Ink** (`{colors.ink}``#000000`): all headlines, primary nav links, button text on light surfaces, prices on pricing cards.
- **Charcoal** (`{colors.charcoal}``#525252`): list-item text and disabled-state secondary copy.
- **Body** (`{colors.body}``#737373`): default body color for paragraph copy, FAQ answers, footer link text — the system's most-used text color after pure black.
- **Mute** (`{colors.mute}``#a3a3a3`): caption text, command-line "comment" gray inside terminal mockups, lowest-emphasis utility text.
- **On Dark** (`{colors.on-dark}``#ffffff`): primary text on `{colors.surface-dark}`.
- **On Dark Mute** (`{colors.on-dark-mute}``rgba(255,255,255,0.7)`): secondary copy inside the dark "Max" pricing card.
### Semantic
The system has effectively no error/success/warning palette in its public marketing surfaces — there are no validation states, no destructive flows, no banners. The only "semantic" colors are the macOS terminal traffic lights inside the terminal mockup:
- **Terminal Red** (`{colors.terminal-red}``#ff5f56`): close-window dot.
- **Terminal Yellow** (`{colors.terminal-yellow}``#ffbd2e`): minimize dot.
- **Terminal Green** (`{colors.terminal-green}``#27c93f`): zoom dot.
These appear only inside `{component.terminal-card}` and have no other use.
### Focus
- **Focus Ring** (`{colors.focus-ring}``rgba(59,130,246,0.5)`): translucent blue browser-default focus ring around interactive elements. The only blue in the system.
## Typography
### Font Family
- **SF Pro Rounded** (display headings) — Apple's rounded geometric sans, used at weights 500 and 600 for headlines from `{typography.display-xl}` (36px) down to `{typography.heading-lg}` (24px). Falls back to `system-ui``-apple-system`.
- **ui-sans-serif** (body, links, buttons, captions) — the operating system's default sans-serif. Carries every non-display text role at 1220px. Falls back through `system-ui` and platform emoji families.
- **ui-monospace** (code, install snippet, command tags) — the OS default monospace. Used inside the terminal mockup, the inline `curl` install pill, and any inline `<code>` formatting. Falls back to SFMono-Regular → Menlo → Monaco → Consolas.
The pairing of SF Pro Rounded display + system sans body + system mono code is intentionally "stock Apple" — the design decision is to not have a typography decision. Branded display faces would compete with the system's documentation feel.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 36px | 500 | 1.11 | 0 | Hero headline ("The easiest way to build with open models") |
| `{typography.display-lg}` | 30px | 500 | 1.2 | 0 | Major section headlines ("Pricing", "Frequently asked questions") |
| `{typography.heading-lg}` | 24px | 600 | 1.33 | 0 | Section subheading inside body ("Automate your work", "Start local. Scale cloud.") |
| `{typography.heading-md}` | 20px | 500 | 1.4 | 0 | Pricing tier name ("Free", "Pro", "Max"), card title |
| `{typography.heading-sm}` | 18px | 500 | 1.56 | 0 | FAQ question label, in-card subtitle |
| `{typography.body-md}` | 16px | 400 | 1.5 | 0 | Default body, FAQ answers, paragraph copy |
| `{typography.body-strong}` | 16px | 500 | 1.5 | 0 | Inline emphasis, primary-nav link |
| `{typography.body-sm}` | 14px | 400 | 1.43 | 0 | Feature bullet ("Access larger models on data-center-grade hardware"), footer link |
| `{typography.body-sm-strong}` | 14px | 500 | 1.43 | 0 | Button label, pricing-card eyebrow ("Solve harder tasks, faster") |
| `{typography.caption-sm}` | 12px | 400 | 1.33 | 0 | Footer copyright row, smallest meta text |
| `{typography.code-md}` | 16px | 400 | 1.5 | 0 | Install-snippet `curl` line, in-terminal command |
| `{typography.code-sm}` | 14px | 400 | 1.43 | 0 | Terminal output line, inline `<code>` chips |
| `{typography.button-md}` | 14px | 500 | 1 | 0 | Every button label across the system |
### Principles
The typography is built for legibility at small sizes on a flat-white canvas. SF Pro Rounded's softened terminals on the heading face do almost all of the brand expression; everything below 20px collapses into the operating system's default sans, which renders identically to the way docs.ollama.com and the Ollama CLI's own help text would appear in a terminal. There is almost no letter-spacing variation, no display-only weights, no italic, and the heading-to-body ratio compresses tightly (36 → 30 → 24 → 20 → 16) so the page reads as a single readable column rather than a marketing pyramid.
### Note on Font Substitutes
SF Pro Rounded is Apple-licensed and ships only on macOS/iOS. On other systems it falls back to `system-ui` (Segoe UI / Roboto / DejaVu Sans depending on platform) — Ollama explicitly accepts that the heading face will look slightly different on Windows/Linux. The closest open-source substitute is **Nunito** (rounded geometric sans, weights 500/600). For the body face, **Inter** is a near-perfect match for `system-ui` rendered metrics. For code, **JetBrains Mono** or **Fira Code** are the canonical open-source substitutes for `ui-monospace`.
## Layout
### Spacing System
- **Base unit:** 8px (with finer 2/4/6px steps available for tight inline gaps)
- **Tokens (front matter):** `{spacing.xxs}` (2px) · `{spacing.xs}` (4px) · `{spacing.sm}` (8px) · `{spacing.md}` (12px) · `{spacing.lg}` (16px) · `{spacing.xl}` (24px) · `{spacing.xxl}` (32px) · `{spacing.section}` (88px)
- **Universal section rhythm:** every page uses `{spacing.section}` (88px) as the vertical gap between major content blocks (hero → automate → start local/scale cloud → your data stays yours → get-started footer call). This is the single largest spacing token in the system and it is used liberally.
- **Card internal padding:** pricing cards sit at `{spacing.xxl}` (32px) all around; FAQ rows use `{spacing.lg}` (16px) vertical with no horizontal padding.
### Grid & Container
- **Max width:** ~720px content column on the home page (the whole page is laid out as a single narrow reading column with optional 2-column splits inside specific sections).
- **Pricing grid:** 3-up cards at desktop with a max content width of ~960px; collapses to 1-up below 768px.
- **Automate-your-work split:** desktop 50/50 left-text/right-terminal-mockup; mobile stacks vertical with the terminal below the text.
- **FAQ:** single-column stacked rows, full-width within the 720px content column.
- **Footer:** single-row of small body-sm links, center-aligned at desktop, wrapping to two rows on narrow screens.
### Whitespace Philosophy
Whitespace is the entire layout. Sections are separated by 88px of plain white air, never by decorative dividers, never by colored bands. Inside a section, content sits in a tight reading column with no decorative columns, callout boxes, or lifted cards. The site treats the page as a long-form Markdown document, and the air between sections is the equivalent of a blank line in Markdown source.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 — Flat | No border, no shadow | Hero, automate-your-work, your-data-stays-yours, footer — the dominant treatment across the page |
| 1 — Hairline border | 1px solid `{colors.hairline}` | Pricing cards, FAQ row dividers, terminal mockup card |
| 2 — Inverted dark | `{colors.surface-dark}` fill | Dark "Max" pricing card and dark CTA strip — the system's only "elevated" surfaces use color, not shadow |
The system has no drop-shadow elevation at all. Nothing lifts, nothing floats, nothing layers. The only depth cue beyond hairline borders is the single dark surface used on the highest-tier pricing card to draw attention to it.
### Decorative Depth
The site has effectively zero decorative depth in the traditional sense. The "depth" comes entirely from two recurring devices:
- **The hand-drawn llama mascot** — appearing once at the top of the hero, once at the top of each pricing card, and once next to the lock icon in the "Your data stays yours" section. It is the only illustration in the system.
- **A single line-drawn lock icon** — used in the data-privacy section. Stroke-only, no fill, drawn in `{colors.ink}`.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Nav, footer, FAQ row dividers — flat structural lines |
| `{rounded.sm}` | 6px | Inline code chips, command tags |
| `{rounded.md}` | 8px | Rare medium-radius surfaces (e.g., dropdown panels) |
| `{rounded.lg}` | 12px | Pricing cards, terminal mockup card |
| `{rounded.full}` | 9999px | Every button, every pill input, install-snippet pill, search pill, traffic-light dots |
The dominant shape vocabulary is just two values: pills (`{rounded.full}`) for everything interactive and 12px (`{rounded.lg}`) for the few cards in the system. There are no medium-radius "soft cards" — surfaces are either pills or rectangles with corners large enough to read as deliberately soft.
### Photography Geometry
There is no photography. The only image-like elements are:
- **The llama mascot** — a hand-drawn line illustration, ~80120px on the hero, ~3248px when it appears as a pricing-card eyebrow icon.
- **The lock icon** — single stroke line drawing in the privacy section.
- **macOS traffic-light dots** — three filled circles at 12px (`{rounded.full}`) inside the terminal mockup card.
## Components
> **No hover states documented** per system policy. Each spec covers Default and Active/Pressed only.
### Buttons
**`button-primary`** — the universal Ollama CTA
- Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.button-md}`, padding `8px 20px`, height `36px`, rounded `{rounded.full}`.
- Used for "Download" (top nav), "Sign in" (top nav, paired with Download), "Create account", "Get Pro", "Get Max" — every primary action in the system.
- Pressed state lives in `button-primary-active` — background drops to `{colors.ink-deep}`.
**`button-secondary`** — outline alternative on light canvas
- Background `{colors.canvas}`, text `{colors.ink}`, 1px solid `{colors.hairline-strong}`, type `{typography.button-md}`, padding `8px 20px`, height `36px`, rounded `{rounded.full}`.
- Used as a secondary affordance — e.g., the "Sign in" pill in the top nav when paired with the black "Download" pill, "See more apps →" arrow link in compact form.
**`button-pill-on-dark`** — white pill on dark surface
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.button-md}`, rounded `{rounded.full}`.
- Sits inside the dark "Max" pricing card as the "Get Max" CTA — inverts the standard primary so the dark card itself becomes the visual anchor and the white pill reads as the CTA.
**`button-disabled`**
- Background `{colors.surface-soft}`, text `{colors.mute}`, rounded `{rounded.full}` — flat soft gray.
### Inputs & Forms
**`search-pill`** + **`search-pill-focused`**
- Default: background `{colors.surface-soft}`, text `{colors.ink}`, type `{typography.body-sm}`, padding `8px 16px`, height `36px`, rounded `{rounded.full}`. Anchored in the center of the primary nav with a small magnifier icon prefix and "Search models" placeholder.
- Focused: background flips to `{colors.canvas}` and the browser-default `{colors.focus-ring}` translucent blue ring appears.
**`text-input`** + **`text-input-focused`**
- Default: background `{colors.canvas}`, 1px solid `{colors.hairline}`, type `{typography.body-md}`, padding `8px 16px`, height `40px`, rounded `{rounded.full}`.
- Focused: 1px ink border + browser-default focus ring.
**`install-snippet`** — the signature install pill
- Background `{colors.surface-soft}`, text `{colors.ink}` rendered in `{typography.code-md}`, padding `12px 20px`, height `48px`, rounded `{rounded.full}`.
- Contains the literal `curl -fsSL https://ollama.com/install.sh | sh` install command with a small copy-icon at the right edge. Sits directly below the hero headline as the page's most prominent "CTA."
**`command-tag`** — small inline command chip
- Background `{colors.surface-soft}`, text `{colors.ink}` in `{typography.code-sm}`, padding `6px 12px`, rounded `{rounded.full}`.
- Used inside the "Automate your work" section for the `ollama launch openclaw` example chip and similar inline-command demos.
### Cards & Containers
**`terminal-card`** — the home page's only "product preview"
- Container: background `{colors.canvas}`, 1px solid `{colors.hairline}`, padding `{spacing.lg}` (16px), rounded `{rounded.lg}`.
- Header: three `{component.terminal-traffic-lights}` dots (red/yellow/green at 12px) anchored to the top-left of the card.
- Body: terminal output rendered in `{typography.code-sm}` with comments in `{colors.mute}` and active commands in `{colors.ink}`.
**`terminal-traffic-lights`**
- Three 12px filled circles at `{rounded.full}`: `{colors.terminal-red}`, `{colors.terminal-yellow}`, `{colors.terminal-green}`. Sits as a row of three with `{spacing.xs}` gaps between dots inside the terminal card header.
**`pricing-card`** — Free / Pro tiers
- Container: background `{colors.canvas}`, 1px solid `{colors.hairline}`, padding `{spacing.xxl}` (32px), rounded `{rounded.lg}`.
- Layout: small llama mascot icon (~32px) at top, tier name in `{typography.heading-md}`, one-line tier description, large price in `{typography.display-lg}` (`$0` / `$20`), single `{component.button-primary}` CTA, divider, `{typography.body-sm-strong}` "Everything in Free, plus:" header, list of `{component.feature-bullet}` rows.
**`pricing-card-dark`** — Max tier (inverted)
- Identical layout to `pricing-card` but with `{colors.surface-dark}` background, `{colors.on-dark}` text, `{colors.on-dark-mute}` secondary text, and `{component.button-pill-on-dark}` CTA. The inversion is the system's single "look here" cue.
**`feature-bullet`** — pricing card list item
- Inline `✓` checkmark at `{colors.ink}` followed by `{typography.body-sm}` text in `{colors.charcoal}`. No background, no border, just stacked rows with `{spacing.sm}` between them.
**`faq-row`** — `/pricing` FAQ entry
- Container: background `{colors.canvas}`, padding `16px 0`, 1px bottom border `{colors.hairline}`.
- Question: `{typography.heading-sm}` (18px / 500) in `{colors.ink}`.
- Answer: `{typography.body-md}` (16px / 400) in `{colors.body}`, sitting directly below the question with `{spacing.xs}` gap. Always expanded — no accordion collapse.
**`cta-strip-dark`** — rare dark CTA band
- Background `{colors.surface-dark}`, text `{colors.on-dark}` in `{typography.heading-lg}`, padding `24px 32px`, rounded `{rounded.lg}`. Used sparingly between sections.
### Inline
**`link-inline`** — body-prose anchor link
- `{colors.ink}` text with underline. Default decoration is `text-decoration: underline`.
**`link-mute`** — secondary anchor in long-form prose
- `{colors.body}` text with underline appearing on default — used in FAQ answers ("see [hello@ollama.com](mailto:)") and footer.
### Navigation
**`primary-nav`**
- Background `{colors.canvas}`, text `{colors.ink}`, height 56px, type `{typography.body-sm-strong}`, rounded `{rounded.none}`.
- Layout (desktop): llama icon (left) followed by "Models · Docs · Pricing" text links, centered `{component.search-pill}`, and a right cluster of "Sign in" + black `{component.button-primary}` "Download".
**Top Nav (Mobile)**
- Llama icon at left, hamburger drawer trigger at right. Search pill expands to full-width when triggered. The drawer lists "Models · Docs · Pricing · Sign in · Download" stacked vertically with `{spacing.lg}` row gaps.
### Footer
**`footer-section`**
- Background `{colors.canvas}`, 1px top border `{colors.hairline}`, padding `32px 24px`, type `{typography.caption-sm}` `{colors.body}`.
- Single horizontal row of small links: "Download · Blog · Docs · GitHub · Discord · X · Contact · Privacy · Terms" + a "© 2026 Ollama" copyright at the right edge. Wraps to two rows on narrow screens.
## Do's and Don'ts
### Do
- Treat the page like a Markdown document: single reading column, plenty of `{spacing.section}` air between sections, no decorative dividers.
- Use `{component.button-primary}` (black pill) for every primary action. There is no green, no blue, no brand-tinted CTA.
- Default to `{rounded.full}` for any interactive element. Cards get `{rounded.lg}` (12px) and that is the only exception.
- Use `{typography.display-xl}` SF Pro Rounded for the hero headline and `{typography.body-md}` system sans for everything else. Avoid intermediate display sizes.
- Reserve `{component.pricing-card-dark}` (the inverted dark surface) for exactly one "look here" moment per page — never use it twice.
- Render install commands and CLI examples inside `{component.install-snippet}` or `{component.terminal-card}` with `{typography.code-md}` / `{typography.code-sm}`. Code is a first-class component.
- Keep the llama mascot the only illustration in the system. It is the brand.
### Don't
- Don't introduce gradients, drop shadows, or atmospheric backgrounds. The canvas is pure `{colors.canvas}`.
- Don't add brand colors. The system is `{colors.primary}` (black) on `{colors.canvas}` (white) with `{colors.body}` (gray) text. That is it.
- Don't soften pills or sharpen cards — pills stay `{rounded.full}`, cards stay `{rounded.lg}`. Don't introduce `{rounded.md}` for buttons or `{rounded.full}` for cards.
- Don't lift cards with shadows. Use a 1px `{colors.hairline}` border or invert to `{colors.surface-dark}` — those are the only two card treatments.
- Don't replace `ui-sans-serif` with a branded display body face. The system relies on `system-ui` rendering to feel native.
- Don't fill long-form pages with marketing chrome. FAQ answers stay in `{colors.body}` body-md prose with no decorative containers.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| desktop-large | 1280px+ | Default desktop — 720px content column, 3-up pricing grid |
| desktop | 1024px | Same layout; nav remains horizontal |
| tablet | 850px | Pricing collapses from 3-up to 2-up + 1; nav search pill compresses |
| tablet-narrow | 768px | Pricing collapses to 1-up stacked; primary nav becomes hamburger |
| mobile | 640px | Hero headline drops from `{typography.display-xl}` (36px) to ~28px; install-snippet wraps; section padding tightens |
### Touch Targets
All interactive elements meet WCAG AA at the 3640px height range. `{component.button-primary}` and `{component.button-secondary}` sit at 36px height with 20px horizontal padding, giving an effective tappable area of ~36×80px which exceeds the 44×44px AAA threshold via the inline padding. `{component.text-input}` sits at 40px. `{component.search-pill}` sits at 36px height with 16px padding. Footer links use `{typography.caption-sm}` (12px) but receive ~12px line-height + ~8px vertical padding for a tappable row of ~3236px.
### Collapsing Strategy
- **Primary nav:** desktop horizontal → tablet-narrow hamburger drawer at 768px. The black "Download" CTA stays visible at all widths; it never collapses into the menu.
- **Search pill:** desktop fixed width ~360px → tablet compressed to ~240px → mobile collapses to icon-only with a full-width overlay on tap.
- **Pricing grid:** 3-up → 2+1 → 1-up stacked at 850, 768, and below. The dark "Max" card stays in its inverted treatment at every breakpoint.
- **Automate-your-work split:** desktop 50/50 → tablet stacks vertical with text above terminal mockup.
- **Hero headline:** `{typography.display-xl}` (36px) at desktop, scaling to ~28px at mobile with line-height holding at ~1.15.
- **Section spacing:** `{spacing.section}` (88px) desktop → 64px tablet → 48px mobile.
- **Install-snippet pill:** wraps `curl` text to a second line on narrow screens rather than truncating; the copy-icon stays anchored to the right edge.
### Image Behavior
The only image asset is the llama mascot (raster PNG at multiple resolutions: 16/32/48/64/180/192/512px). It is rendered at fixed pixel sizes on the hero and pricing cards rather than scaling responsively — the brand asset is treated like a logo, not a hero image.
## Iteration Guide
1. Focus on ONE component at a time. Pull its YAML entry from the front matter and verify every property resolves.
2. Reference component names and tokens directly (`{colors.primary}`, `{component.button-primary-active}`, `{rounded.full}`) — do not paraphrase.
3. Run `npx @google/design.md lint DESIGN.md` after edits — `broken-ref`, `contrast-ratio`, and `orphaned-tokens` warnings flag issues automatically.
4. Add new variants as separate component entries (`-active`, `-disabled`, `-focused`) — do not bury them inside prose.
5. Default body to `{typography.body-md}`; reach for `{typography.body-sm}` for footer/utility text; reserve `{typography.display-xl}` strictly for the page-top headline.
6. Keep `{colors.primary}` scarce per viewport — there should be at most one black pill per fold (counting nav, hero CTA, and pricing-card CTA together). The design's restraint is the design.
7. When introducing a new component, ask whether it can be expressed with the existing pill + flat-card + terminal-mockup vocabulary before adding new tokens. The system's strength is that it almost never needs new ones.
## Known Gaps
- **Mobile screenshots not captured** — responsive behavior synthesizes Ollama's known mobile pattern (hamburger drawer, 1-up pricing stack, install-snippet wrap) from desktop evidence and the extracted breakpoint stack.
- **Hover states not documented** by system policy.
- **Form field styling** beyond search and install-snippet is not present in the captured surfaces — there is no visible long-form form on the home or pricing pages.
- **Authenticated chrome** (account dropdown, billing settings, model dashboard) not in the captured pages.
- **Models / Docs pages** not in the captured set — those surfaces likely add a sidebar and a docs typography tier that this document does not describe.
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# Ollama Inspired Design System
# Ollama Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/ollama/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: OpenCode-design-analysis
description: |
A terminal-native marketing system rendered entirely in Berkeley Mono — every word on the page, from the hero headline down to the footer fine print, is monospaced. The page itself reads like a manpage or a static-site README: warm cream canvas (`#fdfcfc`), nearly-black ink (`#201d1d`), 4px-radius rectangles for the few interactive elements, and bracketed `[+]`/`[-]` ASCII markers used as bullets. The brand's only "visual moment" is a single dark hero card that mocks up the OpenCode TUI itself — black background, monospaced terminal output, ASCII pipe characters, and a wordmark rendered as block-pixel ASCII. Every section sits as a hairline-bordered text block on the cream canvas with no shadows, no gradients, no decorative imagery, and no non-monospaced character anywhere in the system.
colors:
primary: "#201d1d"
on-primary: "#fdfcfc"
ink: "#201d1d"
ink-deep: "#0f0000"
charcoal: "#302c2c"
body: "#424245"
mute: "#646262"
stone: "#6e6e73"
ash: "#9a9898"
canvas: "#fdfcfc"
surface-soft: "#f8f7f7"
surface-card: "#f1eeee"
surface-dark: "#201d1d"
surface-dark-elevated: "#302c2c"
hairline: "rgba(15,0,0,0.12)"
hairline-strong: "#646262"
on-dark: "#fdfcfc"
on-dark-mute: "#9a9898"
accent: "#007aff"
accent-hover: "#0056b3"
accent-active: "#004085"
warning: "#ff9f0a"
warning-hover: "#cc7f08"
warning-active: "#995f06"
danger: "#ff3b30"
danger-hover: "#d70015"
danger-active: "#a50011"
success: "#30d158"
typography:
display-xl:
fontFamily: Berkeley Mono
fontSize: 38px
fontWeight: 700
lineHeight: 1.5
letterSpacing: 0
heading-md:
fontFamily: Berkeley Mono
fontSize: 16px
fontWeight: 700
lineHeight: 1.5
letterSpacing: 0
body-md:
fontFamily: Berkeley Mono
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
body-strong:
fontFamily: Berkeley Mono
fontSize: 16px
fontWeight: 500
lineHeight: 1.5
letterSpacing: 0
body-tight:
fontFamily: Berkeley Mono
fontSize: 16px
fontWeight: 500
lineHeight: 1
letterSpacing: 0
link-md:
fontFamily: Berkeley Mono
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
button-md:
fontFamily: Berkeley Mono
fontSize: 16px
fontWeight: 500
lineHeight: 2
letterSpacing: 0
caption-md:
fontFamily: Berkeley Mono
fontSize: 14px
fontWeight: 400
lineHeight: 2
letterSpacing: 0
rounded:
none: 0px
sm: 4px
full: 9999px
spacing:
xxs: 1px
xs: 4px
sm: 8px
md: 12px
lg: 16px
xl: 24px
xxl: 32px
section: 96px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.sm}"
padding: 4px 20px
height: 36px
button-primary-active:
backgroundColor: "{colors.ink-deep}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.sm}"
button-secondary:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.sm}"
padding: 4px 20px
button-tab:
backgroundColor: "transparent"
textColor: "{colors.mute}"
typography: "{typography.button-md}"
rounded: "{rounded.none}"
padding: 8px 16px
button-tab-active:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.none}"
button-disabled:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ash}"
rounded: "{rounded.sm}"
badge-news:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.caption-md}"
rounded: "{rounded.sm}"
padding: 2px 8px
text-input:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.sm}"
padding: 8px 12px
height: 40px
text-input-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.sm}"
textarea:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.sm}"
padding: 12px
install-snippet:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.sm}"
padding: 12px 16px
hero-tui-mockup:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.none}"
padding: 64px 32px
tui-prompt-row:
backgroundColor: "{colors.surface-dark-elevated}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.sm}"
padding: 8px 12px
list-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.body-md}"
rounded: "{rounded.none}"
padding: 8px 0px
faq-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.none}"
padding: 12px 0px
testimonial-row:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.body}"
typography: "{typography.body-md}"
rounded: "{rounded.sm}"
padding: 16px 20px
chart-tile:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.caption-md}"
rounded: "{rounded.none}"
padding: 16px
primary-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-strong}"
rounded: "{rounded.none}"
height: 56px
footer-section:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.caption-md}"
rounded: "{rounded.none}"
padding: 32px 0px
link-inline:
textColor: "{colors.ink}"
typography: "{typography.link-md}"
badge-section-label:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.heading-md}"
rounded: "{rounded.none}"
---
## Overview
OpenCode's marketing site is rendered entirely in Berkeley Mono — every word on the page, from the 38px hero headline down to the 14px footer fine print, sits in the same monospaced face. The visual identity comes from that single typographic decision: the page reads like a manpage or a static-site README, complete with bracketed `[+]` / `[-]` / `[x]` ASCII markers used in place of icons or bullets, and a wordmark rendered as block-pixel ASCII art at the top of the nav. There is no sans-serif anywhere, no display face, no italics, no decorative ornament — the system is one font and one weight away from being a 1990s `whatis` page rendered at modern resolutions.
The chrome is austere: warm cream canvas (`{colors.canvas}``#fdfcfc` with a faint blush), nearly-black ink (`{colors.ink}``#201d1d`), and a 4-tier neutral gray ladder for body, metadata, and disabled text. Cards don't exist as raised surfaces — sections are just hairline-bordered text blocks (`{colors.hairline}` 1px) sitting directly on the canvas with `{spacing.section}` (96px) air between them. The single "visual" moment in the entire system is a full-bleed dark hero card (`{colors.surface-dark}` — true near-black) that mocks up the OpenCode TUI itself: a terminal frame with `tab` / `ctrl-p` keybinding hints, a "Build" command line, and the OpenCode wordmark rendered as a pixel-block ASCII title.
The semantic palette is unusual for a brand-marketing site: it ships the full Apple Human Interface Guidelines accent ramp — `{colors.accent}` (Apple Blue `#007aff`), `{colors.danger}` (`#ff3b30`), `{colors.warning}` (`#ff9f0a`), `{colors.success}` (`#30d158`) plus their hover/active deepenings — even though the marketing surfaces themselves only use these colors in the dark hero TUI mockup as syntax-highlight stand-ins. The wider palette belongs to the in-product TUI; the marketing pages mostly stay in monochrome.
**Key Characteristics:**
- 100% Berkeley Mono typography across every text role — no sans-serif fallback anywhere in the chrome
- Warm cream `{colors.canvas}` (#fdfcfc) as the only body background — no surface alternation across sections
- Single dark surface (`{colors.surface-dark}`#201d1d) reserved exclusively for the hero TUI mockup
- 4px radius (`{rounded.sm}`) on every interactive element; sections themselves are sharp rectangles bordered in 1px hairline
- ASCII bracket markers (`[+]`, `[-]`, `[x]`) used as bullet glyphs in feature lists and FAQ rows
- Block-pixel ASCII wordmark in the primary nav and inside the hero TUI — the brand identity is its own ASCII art
- 96px `{spacing.section}` rhythm between every section, with no decorative dividers; only thin 1px `{colors.hairline}` rules separate content blocks
## Colors
> **Source pages:** `/` (home), `/zen`, `/enterprise`. The chrome palette is identical across all three.
### Brand & Accent
- **Ink** (`{colors.primary}` / `{colors.ink}``#201d1d`): the brand's only "color." Headlines, body text, primary CTA fill, nav links, and every solid icon. Treats nearly-black as the brand color rather than pure black to keep type readable on the warm cream canvas.
- **Ink Deep** (`{colors.ink-deep}``#0f0000`): pressed-state for the primary CTA. Carries a faint red undertone matching the canvas's warm cast.
- **Cream** (`{colors.canvas}``#fdfcfc`): the brand's signature warm white. Used for every page body, every card surface, the on-primary text color, and the ASCII wordmark fill on dark.
### Surface
- **Canvas Cream** (`{colors.canvas}``#fdfcfc`): every page body, every card.
- **Soft Surface** (`{colors.surface-soft}``#f8f7f7`): text-input default background, testimonial row fill, alternating row tint.
- **Surface Card** (`{colors.surface-card}``#f1eeee`): install-snippet pill, disabled button fill, slightly-elevated section row.
- **Surface Dark** (`{colors.surface-dark}``#201d1d`): the hero TUI mockup background and the dark CTA pill on the home page. Identical to `{colors.ink}` — the brand uses one near-black for both text and dark surfaces.
- **Surface Dark Elevated** (`{colors.surface-dark-elevated}``#302c2c`): the prompt-row inside the hero TUI mockup, one notch lighter than the dark surface itself.
- **Hairline** (`{colors.hairline}``rgba(15,0,0,0.12)`): 1px section divider. The translucent warm tint matches the cream canvas's undertone.
- **Hairline Strong** (`{colors.hairline-strong}``#646262`): tab strip's bottom rule and stronger inline divider.
### Text
- **Ink** (`{colors.ink}``#201d1d`): headlines, body text, primary nav links, button text on light surfaces.
- **Charcoal** (`{colors.charcoal}``#302c2c`): subtly softer body where pure ink is too heavy.
- **Body** (`{colors.body}``#424245`): default paragraph text and FAQ answers.
- **Mute** (`{colors.mute}``#646262`): tab labels (default state), metadata, footer link text, in-list secondary annotations.
- **Stone** (`{colors.stone}``#6e6e73`): least-emphasis utility text, breadcrumb separators.
- **Ash** (`{colors.ash}``#9a9898`): disabled text and secondary annotation in dark TUI mockup, also TUI mockup secondary color.
### Semantic
The full Apple Human Interface Guidelines semantic ramp ships with the system. On marketing pages these colors appear primarily inside the hero TUI mockup as syntax-highlight stand-ins; in the in-product TUI they carry their conventional meaning.
- **Accent** (`{colors.accent}``#007aff`): primary informational signal, in-product link color, TUI command highlight.
- **Accent Hover** (`{colors.accent-hover}``#0056b3`): pressed informational link.
- **Accent Active** (`{colors.accent-active}``#004085`): deeply-pressed informational state.
- **Danger** (`{colors.danger}``#ff3b30`): destructive confirmation, error state.
- **Danger Hover** (`{colors.danger-hover}``#d70015`): pressed destructive.
- **Danger Active** (`{colors.danger-active}``#a50011`): deeply-pressed destructive.
- **Warning** (`{colors.warning}``#ff9f0a`): caution callouts.
- **Warning Hover** (`{colors.warning-hover}``#cc7f08`): pressed caution.
- **Warning Active** (`{colors.warning-active}``#995f06`): deeply-pressed caution.
- **Success** (`{colors.success}``#30d158`): positive confirmation, in-TUI success indicator.
## Typography
### Font Family
**Berkeley Mono** is the proprietary monospaced face used across every text role in the system. It carries weights 400 (regular), 500 (medium), and 700 (bold) and falls back through a long monospace stack — IBM Plex Mono → ui-monospace → SFMono-Regular → Menlo → Monaco → Consolas → Liberation Mono → Courier New.
The single-font decision is the brand. There is no display face, no body sans, no italic alternative, and no fallback to a proportional font anywhere — even the legal copyright row uses Berkeley Mono at 14px. This is the most aggressive typographic restraint of any site in the marketing-tools category: OpenCode's identity is "the marketing page is a man page."
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 38px | 700 | 1.5 | 0 | Hero headline ("The open source AI coding agent") |
| `{typography.heading-md}` | 16px | 700 | 1.5 | 0 | Section label ("What is OpenCode?", "FAQ", "Built for privacy first") |
| `{typography.body-md}` | 16px | 400 | 1.5 | 0 | Body copy, paragraph text, list-row text, install-snippet code |
| `{typography.body-strong}` | 16px | 500 | 1.5 | 0 | Inline emphasis, primary nav link, tab-label active |
| `{typography.body-tight}` | 16px | 500 | 1 | 0 | Compact label rendered without breathing room |
| `{typography.link-md}` | 16px | 400 | 1.5 | 0 | Inline anchor link in body prose |
| `{typography.button-md}` | 16px | 500 | 2 | 0 | Every button label across the system |
| `{typography.caption-md}` | 14px | 400 | 2 | 0 | Footer link text, badge label, copyright row, chart caption |
### Principles
The hierarchy is built almost entirely from size and weight contrast on a single face. The display headline (38px / 700) and the heading-md label (16px / 700) share a weight; the difference is just size. Body and link share size, weight, and line-height — only context distinguishes them. Buttons get a deliberately tall line-height (2.0) so labels feel calmly spaced inside the 4px-radius rectangle.
### Note on Font Substitutes
Berkeley Mono is a paid commercial font. Open-source substitutes that approximate its metrics within ~3% at body sizes:
- **JetBrains Mono** — closest match for stroke contrast and x-height; pair at weights 400 / 500 / 700.
- **IBM Plex Mono** — official secondary fallback in the documented font stack; slightly more open counters but matches line-height behavior.
- **Geist Mono** — modern alternative with similar geometric construction.
When substituting, line-height behavior is preserved by keeping `lineHeight: 1.5` for body and `lineHeight: 2` for buttons — adjusting weight is rarely needed.
## Layout
### Spacing System
- **Base unit:** 8px (with finer 1/2/4px steps available for tight inline gaps).
- **Tokens (front matter):** `{spacing.xxs}` (1px) · `{spacing.xs}` (4px) · `{spacing.sm}` (8px) · `{spacing.md}` (12px) · `{spacing.lg}` (16px) · `{spacing.xl}` (24px) · `{spacing.xxl}` (32px) · `{spacing.section}` (96px).
- **Universal section rhythm:** every page in the set uses `{spacing.section}` (96px) as the vertical gap between major content blocks. This is the largest spacing token in the system and is the dominant layout cue across the home, `/zen`, and `/enterprise` pages.
- **Section internal padding:** content rows inside a section sit at `{spacing.lg}` (16px) vertical with no horizontal padding — text starts flush at the section's left edge.
### Grid & Container
- **Max width:** ~960px content column for body sections; the dark hero TUI mockup is full-bleed within an outer ~1100px content frame.
- **Two-column split:** `/enterprise` pairs a left text block (~360px wide) with a right-aligned form column (~480px wide). The home page is single-column reading.
- **Footer:** 5-up horizontal link row (GitHub / Docs / Changelog / Discord / X) at desktop, collapsing to 2-up at tablet and 1-up at mobile.
### Whitespace Philosophy
Whitespace is structural and generous. Sections sit 96px apart with no decorative dividers between them — the `{colors.hairline}` 1px rule is the only signal of separation. Inside a section, content is left-flush against the column edge with no internal indentation; bullets use ASCII bracket prefixes (`[+]` / `[-]`) instead of indent-based layout. The result is a page that feels like a printed code listing rather than a styled marketing layout.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 — Flat | No border, no shadow | Default for body sections, list rows, hero text block, footer |
| 1 — Hairline rule | 1px solid `{colors.hairline}` (translucent warm tint) | Section dividers, between major content blocks |
| 2 — Hairline strong | 1px solid `{colors.hairline-strong}` | Tab strip bottom rule, in-list emphasized divider |
| 3 — Inverted dark | `{colors.surface-dark}` fill | Hero TUI mockup, dark CTA pill — the system's only "elevated" surface uses color, not shadow |
There are no drop shadows in the system. Nothing lifts, nothing floats. The only way an element registers as "above" another is the dark surface used in the hero mockup.
### Decorative Depth
Depth comes from typography density and the single dark TUI mockup, not from CSS effects:
- **ASCII block-pixel wordmark** — the OpenCode brand name rendered as a 5-row block of monospaced character cells, used in the primary nav and as the centerpiece of the hero TUI mockup.
- **Hero TUI mockup** — full-bleed `{colors.surface-dark}` rectangle containing a faux terminal interface: ASCII wordmark, a `tui-prompt-row` showing a Build command line, and `tab switch agent` / `ctrl-p commands` keybinding hints in `{colors.ash}` at the bottom edge.
- **Chart tiles** — three thin-line ASCII charts inside the home page's "open source AI coding agent" stat block, with abstract dotted/sparse-line plots in `{colors.body}` against the cream canvas. Captions sit beneath in `{typography.caption-md}` (`Fig 1. 150K GitHub Stars`, `Fig 2. 850 Contributors`, `Fig 3. 6.5M Monthly Devs`).
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Sections, hero TUI mockup, primary nav, footer, list rows — every container that isn't a button |
| `{rounded.sm}` | 4px | Every interactive element — primary CTA, secondary CTA, text inputs, install snippet, badges, prompt rows |
| `{rounded.full}` | 9999px | Avatar circles in testimonials |
The radius vocabulary is two values: 4px for interactive elements and 0px for everything else. Avatar circles in testimonial rows are the only fully-rounded element in the system.
### Photography Geometry
There is no photography. Visual elements are limited to:
- **ASCII block-pixel wordmark** in the nav and hero TUI mockup.
- **Inline ASCII charts** inside the stat-block section — abstract sparse-line and dotted plots without specific data points.
- **Avatar dots** (~32px) inside testimonial rows on `/zen` — flat colored circles in `{rounded.full}`.
- **In-product icons** (kbd, A+, ⊕, ↻, K, Z) rendered as small monospaced character glyphs, not bitmaps or SVG.
## Components
> **No hover states documented** per system policy. Each spec covers Default and Active/Pressed only.
### Buttons
**`button-primary`** — the universal OpenCode CTA
- Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.button-md}`, padding `4px 20px`, height ~36px, rounded `{rounded.sm}` (4px).
- Used for "Download" (top nav), "Get started with Zen", "Send" (enterprise contact form), "Subscribe" (newsletter footer), "Read docs →".
- Pressed state lives in `button-primary-active` — background drops to `{colors.ink-deep}`.
**`button-secondary`** — outlined alternative
- Background `{colors.canvas}`, text `{colors.ink}`, 1px solid `{colors.hairline-strong}` border, type `{typography.button-md}`, padding `4px 20px`, rounded `{rounded.sm}`.
- Lower-emphasis CTA — appears beside the primary fill where two actions are paired.
**`button-tab`** + **`button-tab-active`** — install-tab strip
- Default: transparent background, text `{colors.mute}`, type `{typography.button-md}`, padding `8px 16px`, rounded `{rounded.none}`.
- Active: same surface, text `{colors.ink}`, with a 2px `{colors.ash}` bottom underline indicating selection.
- Used in the install-method tab strip on the home page (`curl` / `npm` / `bun` / `brew` / `yay`).
**`button-disabled`**
- Background `{colors.surface-card}`, text `{colors.ash}`, rounded `{rounded.sm}`.
### Badges & Chips
**`badge-news`** — small dark chip in the news/announcement strip
- Background `{colors.surface-dark}`, text `{colors.on-dark}`, type `{typography.caption-md}`, padding `2px 8px`, rounded `{rounded.sm}`.
- Sits inline with body copy as a "News" / "Beta" / "Live now" tag on the home page above the hero headline.
**`badge-section-label`** — bracketed section header
- Background transparent, text `{colors.ink}`, type `{typography.heading-md}`, rounded `{rounded.none}`.
- Renders as a bare `**Heading**` line above a 1px `{colors.hairline}` rule with no chip background — but the way the text reads ("[+]", "[x]", `What is OpenCode?`) makes it function as a label component.
### Inputs & Forms
**`text-input`** + **`text-input-focused`**
- Default: background `{colors.surface-soft}`, text `{colors.ink}`, 1px solid `{colors.hairline}`, type `{typography.body-md}`, padding `8px 12px`, height ~40px, rounded `{rounded.sm}`.
- Focused: background flips to `{colors.canvas}`, border becomes 1px solid `{colors.ink}` (the canvas's flat focus signal — no halo, no glow).
- Used for every contact-form field on `/enterprise` (Full name, Role, Company, Company email, Phone number) and the newsletter email field at the home page footer.
**`textarea`**
- Background `{colors.surface-soft}`, text `{colors.ink}`, 1px solid `{colors.hairline}`, type `{typography.body-md}`, padding `12px`, rounded `{rounded.sm}`.
- "What problem are you trying to solve?" multi-line textarea on `/enterprise`.
**`install-snippet`** — the home page's signature install code block
- Background `{colors.surface-card}` (`#f1eeee`), text `{colors.ink}` rendered in `{typography.body-md}` (already monospaced — Berkeley Mono), padding `12px 16px`, rounded `{rounded.sm}`.
- Contains the literal `curl -fsSL https://opencode.ai/install | bash` command with a small copy-icon at the right edge. Sits below the install-method tab strip.
### Cards & Containers
**`hero-tui-mockup`** — the home page's signature TUI preview
- Container: full-bleed `{colors.surface-dark}` (~near-black), padding `64px 32px`, rounded `{rounded.none}`.
- Contents (top → bottom): ASCII block-pixel "OPENCODE" wordmark centered in `{colors.on-dark}`; a `{component.tui-prompt-row}` showing a "Build" command line with model selector text; an `tab switch agent ctrl-p commands` keybinding hint row at the bottom in `{colors.ash}`.
**`tui-prompt-row`** — the inset command line inside the TUI mockup
- Background `{colors.surface-dark-elevated}` (`#302c2c`), text `{colors.on-dark}` in `{typography.body-md}`, padding `8px 12px`, rounded `{rounded.sm}`.
- Renders an inline command (`Build Claude Opus 4.5 OpenCode Zen`) with a leading vertical pipe and the model name styled as a bracketed token.
**`list-row`** — feature/benefit row with ASCII bracket bullet
- Background `{colors.canvas}`, text `{colors.body}` in `{typography.body-md}`, padding `8px 0`.
- Each row begins with a `[+]` / `[-]` / `[x]` ASCII marker followed by a bold label and a regular description: e.g., `[+] LSP enabled Automatically loads the right LSPs for the IDE`. The bracket marker is part of the text content, not a separate icon.
**`faq-row`** — FAQ entry with bracket toggle
- Background `{colors.canvas}`, text `{colors.ink}` in `{typography.body-md}`, padding `12px 0`, with a 1px `{colors.hairline}` bottom rule.
- Each row leads with `+` / `` ASCII markers indicating expand/collapse state. Always rendered as plain text rows — no chevron icons, no animated accordion chrome.
**`testimonial-row`** — `/zen` peer-quote row
- Background `{colors.surface-soft}`, text `{colors.body}` in `{typography.body-md}`, padding `16px 20px`, rounded `{rounded.sm}`.
- Layout: a 32px avatar circle (`{rounded.full}`) at left, name + role + company in `{typography.body-strong}` on the first line, quote in `{typography.body-md}` `{colors.body}` on the second line.
**`chart-tile`** — the stat-block sparse-line chart
- Background `{colors.canvas}`, text `{colors.body}` in `{typography.caption-md}`, rounded `{rounded.none}`, padding `16px`.
- Contains an inline SVG/CSS-drawn ASCII-style sparse-line plot (dotted, abstract — never specific data points) with a `Fig N. <stat label>` caption beneath in `{colors.mute}`.
### Navigation
**`primary-nav`**
- Background `{colors.canvas}`, text `{colors.ink}` in `{typography.body-strong}`, height ~56px, rounded `{rounded.none}`, with a 1px `{colors.hairline}` bottom rule.
- Layout (desktop): block-pixel ASCII OpenCode wordmark at left (~120×24px), nav links cluster center-right ("GitHub [150K] · Docs · Zen · Go · Enterprise"), `{component.button-primary}` "Download" CTA at the far right with a small download glyph.
**Top Nav (Mobile)**
- ASCII wordmark stays at left, nav links collapse into a hamburger drawer at the right. The Download CTA remains visible at every breakpoint.
### Footer
**`footer-section`**
- Background `{colors.canvas}`, text `{colors.body}` in `{typography.caption-md}`, padding `32px 0`, with a 1px `{colors.hairline}` top rule.
- Top row: 5-column horizontal link grid (GitHub [150K] · Docs · Changelog · Discord · X), each rendered as a centered cell separated by 1px `{colors.hairline}` vertical rules.
- Bottom row: `©2026 Anomaly` copyright at left, `Brand · Privacy · Terms · English ▼` utility cluster at right, all in `{typography.caption-md}` `{colors.mute}`.
### Inline
**`link-inline`** — body-prose anchor link
- `{colors.ink}` text with underline. The brand's only link affordance — even links inside body paragraphs use ink color rather than `{colors.accent}` blue. Apple Blue is reserved for the in-product TUI.
## Do's and Don'ts
### Do
- Render every text role in Berkeley Mono. The single-font decision is the entire identity.
- Keep `{colors.canvas}` (`#fdfcfc`) as the only body background. Don't introduce gray section bands.
- Use ASCII bracket markers (`[+]`, `[-]`, `[x]`, `+`, ``) as bullets, toggles, and section glyphs. They are the brand's only iconography.
- Anchor the dark `{component.hero-tui-mockup}` exactly once per landing page as the hero centerpiece. Never use the dark surface for body content.
- Reserve `{colors.accent}` (Apple Blue) and the rest of the semantic ramp for in-TUI states; marketing chrome stays monochrome.
- Use `{rounded.sm}` (4px) on every interactive element and `{rounded.none}` (0px) on every container.
- Stack content sections at `{spacing.section}` (96px) rhythm with only 1px `{colors.hairline}` rules between them.
### Don't
- Don't introduce a sans-serif body font, a display face, or an italic style. Berkeley Mono carries everything.
- Don't add drop shadows, gradients, or atmospheric backgrounds. The system is flat-on-cream.
- Don't replace the ASCII bracket markers with SVG icons. The brackets are the icons.
- Don't use the semantic accent ramp (`{colors.accent}`, `{colors.warning}`, `{colors.danger}`, `{colors.success}`) on marketing CTAs. They belong to the in-product TUI.
- Don't pad cards with 24px+ internal padding. List rows sit at 8px vertical; FAQ rows at 12px.
- Don't render the OpenCode wordmark as a vector logo. It is always block-pixel ASCII.
- Don't fill the hero TUI mockup with photography or illustration. It is text-only and always shows a faux terminal command line.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| desktop-large | 1280px+ | Default — 960px content column, 5-up footer link grid |
| desktop | 1024px | Same layout; nav remains horizontal |
| tablet | 850px | Footer collapses to 2-up grid; `/enterprise` two-column form stacks |
| tablet-narrow | 768px | Primary nav becomes hamburger drawer; Download CTA stays visible |
| mobile | 640px | Single-column everything; hero display drops 38px → ~28px; section padding tightens |
### Touch Targets
All interactive elements meet WCAG AA at the ~3640px height range. `{component.button-primary}` sits at ~36px with 20px horizontal padding. `{component.text-input}` and `{component.textarea}` sit at ~40px. `{component.button-tab}` rows in the install-method strip sit at ~3236px depending on label length but extend to a full 44px tappable cell via inline padding. Footer links use `{typography.caption-md}` (14px) but receive ~28px line-height (caption-md is 2.0) plus 8px vertical padding for a comfortable ~44px tappable row.
### Collapsing Strategy
- **Primary nav:** desktop horizontal cluster → tablet-narrow hamburger drawer at 768px. The dark "Download" CTA stays visible at all widths.
- **Hero TUI mockup:** maintains its full-bleed dark surface at every breakpoint; the ASCII wordmark scales proportionally and the keybinding-hint row may wrap to two lines on narrow screens.
- **Install snippet + tab strip:** desktop fixed-width pill → mobile full-width pill with horizontal scroll on the tab strip if labels overflow.
- **Footer:** 5-up horizontal link grid → 2-up at tablet → 1-up at mobile (each link becomes a full-width row).
- **`/enterprise` two-column layout:** desktop 50/50 → tablet stacks to single-column with the form below the text block.
- **Section padding:** `{spacing.section}` (96px) desktop → 64px tablet → 48px mobile.
- **Hero headline:** `{typography.display-xl}` (38px) at desktop, scaling to ~28px at mobile, line-height holding at 1.5.
### Image Behavior
There are no raster images in the system aside from the favicon and OG share image. Every visual element — wordmarks, charts, icons — is rendered as type or inline SVG and scales without aspect-ratio considerations.
## Iteration Guide
1. Focus on ONE component at a time. Pull its YAML entry and verify every property resolves.
2. Reference component names and tokens directly (`{colors.ink}`, `{component.hero-tui-mockup}`, `{rounded.sm}`) — do not paraphrase.
3. Run `npx @google/design.md lint DESIGN.md` after edits — `broken-ref`, `contrast-ratio`, and `orphaned-tokens` warnings flag issues automatically.
4. Add new variants as separate component entries (`-active`, `-disabled`) — do not bury them inside prose.
5. Default body to `{typography.body-md}`; reach for `{typography.body-strong}` for emphasis; reserve `{typography.display-xl}` strictly for the page-top hero headline.
6. Keep `{colors.surface-dark}` scarce — at most one full-bleed dark mockup per page. The dark surface is a narrative device, not a chrome treatment.
7. When introducing a new component, ask whether it can be expressed with the existing ASCII-bracket + 4px-radius + Berkeley-Mono vocabulary before adding new tokens. The system's strength is that it almost never needs new ones.
## Known Gaps
- **Mobile screenshots not captured** — responsive behavior synthesizes OpenCode's mobile pattern (hamburger drawer, single-column, footer accordion) from desktop evidence and the breakpoint stack.
- **Hover states not documented** by system policy.
- **In-product TUI screenshots** beyond the marketing hero mockup are not in the captured set; the actual `opencode` terminal interface (full keybindings, panels, status bar) is not documented here.
- **`/go` page** not extracted — the marketing page for the Go SDK likely shares the same chrome but introduces code-sample blocks not documented above.
- **Form validation state styling** (success / error inline messages) not present in the captured surfaces.
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# OpenCode AI Inspired Design System
# OpenCode AI Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/opencode.ai/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Pinterest-design-analysis
description: |
A photography-first discovery system organized around the Pinterest Red CTA, the masonry pin grid, and a soft warm-cream chrome that gets out of the imagery's way. The home page is a content-discovery tool wearing the chrome of a magazine publisher: 70px display headlines, friendly Pin Sans typography, fully-rounded pill buttons (16px) on a cream-tinted neutral palette, and a sticky red "Sign up" CTA that anchors every viewport. Pin imagery is the system's load-bearing visual element — square, portrait, and landscape pins tile in a column-based masonry grid where each tile is a fully-rounded 16px-radius card, separated by tight 8px gutters. The chrome is otherwise quiet: warm grays, true whites, and a single saturated red — no decorative gradients, no atmospheric backgrounds, no shadows beyond a soft modal scrim.
colors:
primary: "#e60023"
on-primary: "#ffffff"
primary-pressed: "#cc001f"
ink: "#000000"
ink-soft: "#211922"
body: "#33332e"
charcoal: "#262622"
mute: "#62625b"
ash: "#91918c"
stone: "#c8c8c1"
hairline: "#dadad3"
hairline-soft: "#e5e5e0"
on-secondary: "#000000"
secondary-bg: "#e5e5e0"
secondary-pressed: "#c8c8c1"
canvas: "#ffffff"
surface-soft: "#fbfbf9"
surface-card: "#f6f6f3"
surface-elevated: "#ffffff"
on-dark: "#ffffff"
on-dark-mute: "rgba(255,255,255,0.7)"
surface-dark: "#262622"
focus-outer: "#435ee5"
focus-inner: "#ffffff"
accent-pressed-blue: "#617bff"
accent-purple: "#7e238b"
accent-purple-deep: "#6845ab"
success-deep: "#103c25"
success-pale: "#c7f0da"
error: "#9e0a0a"
error-deep: "#cc001f"
typography:
display-xl:
fontFamily: Pin Sans
fontSize: 70px
fontWeight: 600
lineHeight: 1.1
letterSpacing: -1.2px
display-lg:
fontFamily: Pin Sans
fontSize: 44px
fontWeight: 700
lineHeight: 1.15
letterSpacing: -0.8px
heading-xl:
fontFamily: Pin Sans
fontSize: 28px
fontWeight: 700
lineHeight: 1.2
letterSpacing: -1.2px
heading-lg:
fontFamily: Pin Sans
fontSize: 22px
fontWeight: 600
lineHeight: 1.25
letterSpacing: 0
heading-md:
fontFamily: Pin Sans
fontSize: 18px
fontWeight: 600
lineHeight: 1.3
letterSpacing: 0
body-md:
fontFamily: Pin Sans
fontSize: 16px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
body-strong:
fontFamily: Pin Sans
fontSize: 16px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0
body-sm:
fontFamily: Pin Sans
fontSize: 14px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
body-sm-strong:
fontFamily: Pin Sans
fontSize: 14px
fontWeight: 700
lineHeight: 1.4
letterSpacing: 0
caption-md:
fontFamily: Pin Sans
fontSize: 12px
fontWeight: 500
lineHeight: 1.5
letterSpacing: 0
caption-sm:
fontFamily: Pin Sans
fontSize: 12px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
link-md:
fontFamily: Pin Sans
fontSize: 16px
fontWeight: 600
lineHeight: 1.4
letterSpacing: 0
button-md:
fontFamily: Pin Sans
fontSize: 14px
fontWeight: 700
lineHeight: 1
letterSpacing: 0
button-sm:
fontFamily: Pin Sans
fontSize: 12px
fontWeight: 700
lineHeight: 1
letterSpacing: 0
rounded:
none: 0px
sm: 8px
md: 16px
lg: 32px
full: 9999px
spacing:
xxs: 4px
xs: 6px
sm: 8px
md: 12px
lg: 16px
xl: 24px
xxl: 32px
section: 64px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: 6px 14px
height: 40px
button-primary-pressed:
backgroundColor: "{colors.primary-pressed}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
button-secondary:
backgroundColor: "{colors.secondary-bg}"
textColor: "{colors.on-secondary}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: 6px 14px
height: 40px
button-secondary-pressed:
backgroundColor: "{colors.secondary-pressed}"
textColor: "{colors.on-secondary}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
button-tertiary:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
button-icon-circular:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
size: 40px
button-pill-on-image:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 8px 14px
button-disabled:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ash}"
rounded: "{rounded.md}"
search-bar:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.full}"
padding: 11px 15px
height: 48px
search-bar-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 11px 15px
height: 44px
text-input-focused:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.md}"
pin-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
rounded: "{rounded.md}"
padding: 0px
pin-card-large:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
rounded: "{rounded.lg}"
padding: 0px
pin-overlay-pill:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-sm}"
rounded: "{rounded.full}"
padding: 6px 12px
filter-chip:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 8px 16px
filter-chip-active:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-dark}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
category-tile:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-strong}"
rounded: "{rounded.md}"
padding: 16px
feature-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.heading-xl}"
rounded: "{rounded.md}"
padding: 32px
feature-card-soft:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.heading-xl}"
rounded: "{rounded.md}"
padding: 32px
modal-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 32px
hero-cta-strip:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.heading-xl}"
rounded: "{rounded.none}"
padding: 48px 32px
primary-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-strong}"
rounded: "{rounded.none}"
height: 64px
footer-section:
backgroundColor: "{colors.canvas}"
textColor: "{colors.mute}"
typography: "{typography.body-sm}"
rounded: "{rounded.none}"
padding: 32px 24px
link-inline:
textColor: "{colors.ink-soft}"
typography: "{typography.link-md}"
---
## Overview
Pinterest's marketing system is built around a single instructional principle: get out of the photograph's way. The chrome is a quiet warm-cream neutral palette (`{colors.surface-soft}`, `{colors.surface-card}`, `{colors.canvas}`) carrying typography in Pinterest's proprietary Pin Sans face, with Pinterest Red (`{colors.primary}``#e60023`) reserved exclusively for the "Sign up" CTA, the active-tab indicator, and the sticky top-nav anchor. Every other surface is allowed to fade behind the imagery — pin tiles, category tiles, content thumbnails, profile shots — that constitutes the actual product.
The design system has two distinct surface modes that alternate down the home page: the **hero/CTA chrome** (cream surfaces, large 70px Pin Sans display headlines, alternating left/right photo-illustrated feature cards) and the **content masonry** (a column-based grid of 16px-radius pin cards on `{colors.surface-card}` with no internal padding — the pin is the card). The search results page is almost pure masonry: a tight column grid of pin imagery in mixed aspect ratios, with a small filter-chip strip at the top and the sticky red Sign-up CTA in the upper-right corner. The `create.pinterest.com` business surface inverts the grid back to a more traditional editorial layout but keeps every other rule of the system: Pin Sans, cream chrome, red CTA, 16px-radius pills.
The system's signature gesture is **shape geometry**: 16px radius (`{rounded.md}`) for nearly every surface — buttons, inputs, pin cards, feature cards — and 32px radius (`{rounded.lg}`) reserved for pin-card-large and modal cards. There are exactly three radius values in active use: 16px, 32px, and pill (9999px). The system never goes flat (sharp corners) and never goes radius-medium — those two values are the entire shape vocabulary.
**Key Characteristics:**
- Single-accent CTA: Pinterest Red (`{colors.primary}`) carries every primary action; everything else is monochrome
- Pin Sans proprietary typography across every text role from `{typography.display-xl}` (70px) down to `{typography.caption-sm}` (12px) — no serif, no monospace anywhere
- Two-radius shape system: `{rounded.md}` (16px) for most components, `{rounded.lg}` (32px) for large cards and modals, `{rounded.full}` for circular elements
- Masonry pin grid as the load-bearing visual element — column-based layout where each pin's natural aspect ratio is preserved
- Warm-cream neutral chrome (`{colors.surface-card}`#f6f6f3) that softly recedes behind imagery without competing
- Sticky top nav with the always-red Sign-up CTA anchored in the upper-right at every breakpoint
- Modal overlay (login/signup) using a soft scrim over the page content rather than a navigation jump
## Colors
> **Source pages:** `/` (home), `/search/pins/?q=bold lip` (search results), `create.pinterest.com/` (creator marketing), `create.pinterest.com/product-features/how-to-create-boards/` (creator article). The chrome palette is identical across all four pages.
### Brand & Accent
- **Pinterest Red** (`{colors.primary}``#e60023`): the brand's only highly-saturated color. Sign-up CTAs, sticky top-nav anchor, active state in tab strips, and the brand wordmark.
- **Pinterest Red Pressed** (`{colors.primary-pressed}``#cc001f`): pressed state for the primary button — a single notch deeper than brand red.
### Surface
- **Canvas** (`{colors.canvas}``#ffffff`): true white. The base surface for the primary nav, modals, feature cards, and content body.
- **Soft Surface** (`{colors.surface-soft}``#fbfbf9`): faintly cream-tinted off-white used for the page body wash on the home page hero.
- **Surface Card** (`{colors.surface-card}``#f6f6f3`): warm-cream card and pin-tile background. Carries category tiles, search-bar default fill, button-secondary default, and pin-card backgrounds.
- **Secondary BG** (`{colors.secondary-bg}``#e5e5e0`): the gray-cream used for `{component.button-secondary}` ("I already have an account") fill — a notch deeper than `{colors.surface-card}`.
- **Secondary Pressed** (`{colors.secondary-pressed}``#c8c8c1`): pressed state for the secondary button.
- **Surface Dark** (`{colors.surface-dark}``#262622`): warm near-black used in the rare dark CTA strip on `create.pinterest.com`.
- **Hairline** (`{colors.hairline}``#dadad3`): 1px row dividers, footer column rules.
- **Hairline Soft** (`{colors.hairline-soft}``#e5e5e0`): lighter inline divider; doubles as the secondary-button background.
### Text
- **Ink** (`{colors.ink}``#000000`): primary headlines, button text, primary nav links.
- **Ink Soft** (`{colors.ink-soft}``#211922`): inline-link color in body prose. The brand's only "color" beyond Pinterest Red used in chrome — a near-black with a faint warm cast.
- **Body** (`{colors.body}``#33332e`): default paragraph text on `{colors.canvas}`.
- **Charcoal** (`{colors.charcoal}``#262622`): subtly softer body where pure ink is too heavy.
- **Mute** (`{colors.mute}``#62625b`): metadata text, footer links, secondary captions.
- **Ash** (`{colors.ash}``#91918c`): disabled button text, placeholder text in inputs.
- **Stone** (`{colors.stone}``#c8c8c1`): least-emphasis utility text, disabled-state borders.
- **On Dark** (`{colors.on-dark}``#ffffff`): primary text on `{colors.surface-dark}`.
### Semantic
- **Error** (`{colors.error}``#9e0a0a`): validation messages, destructive confirmation copy.
- **Error Deep** (`{colors.error-deep}``#cc001f`): deepened error background where the regular error tone needs more contrast. Note: this matches the primary-pressed value but in error context represents semantic destructiveness.
- **Success Deep** (`{colors.success-deep}``#103c25`): in-product success messaging.
- **Success Pale** (`{colors.success-pale}``#c7f0da`): pale success-pill background.
- **Focus Outer** (`{colors.focus-outer}``#435ee5`): the system's focus-ring blue — appears as a 2px outer outline around focused inputs and buttons.
- **Focus Inner** (`{colors.focus-inner}``#ffffff`): white inner gap inside the focus-ring stack.
### Editorial Accents (used sparingly inside content imagery and category badges)
- **Accent Pressed Blue** (`{colors.accent-pressed-blue}``#617bff`): pressed state for blue informational badges and editorial pin chips.
- **Accent Purple** (`{colors.accent-purple}``#7e238b`): editorial recommendation badge, in-product "Pinterest Predicts" callout.
- **Accent Purple Deep** (`{colors.accent-purple-deep}``#6845ab`): paired dark for purple lockups and "Performance+" iconography.
## Typography
### Font Family
**Pin Sans** is Pinterest's proprietary geometric sans-serif used across every text role on every page. It carries weights 400 (regular), 500 (medium), 600 (semibold), and 700 (bold), and falls back through a long stack — `-apple-system``system-ui``Segoe UI``Roboto``Helvetica Neue``Arial` plus emoji fallbacks. The face's distinctive trait is its tight letter-spacing at display sizes (-1.2px on `{typography.display-xl}` and `{typography.heading-xl}`), which gives 70px headlines a confident, friendly density rather than the airy spread of more conventional display geometric sans faces.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 70px | 600 | 1.1 | -1.2px | Marketing hero headline ("Create the life you love on Pinterest") |
| `{typography.display-lg}` | 44px | 700 | 1.15 | -0.8px | "Where your content can thrive" creator hero |
| `{typography.heading-xl}` | 28px | 700 | 1.2 | -1.2px | Section heading ("Bring your favorite ideas to life", "Pinterest for your brand") |
| `{typography.heading-lg}` | 22px | 600 | 1.25 | 0 | Sub-section heading, modal title ("Welcome to Pinterest") |
| `{typography.heading-md}` | 18px | 600 | 1.3 | 0 | Card title, in-grid pin label |
| `{typography.body-md}` | 16px | 400 | 1.4 | 0 | Body copy, modal body, default paragraph |
| `{typography.body-strong}` | 16px | 600 | 1.4 | 0 | Inline emphasis, primary nav link, form label |
| `{typography.body-sm}` | 14px | 400 | 1.4 | 0 | Footer copy, in-grid pin metadata, helper text |
| `{typography.body-sm-strong}` | 14px | 700 | 1.4 | 0 | Search-result count label, table-header text |
| `{typography.caption-md}` | 12px | 500 | 1.5 | 0 | Caption text, link metadata |
| `{typography.caption-sm}` | 12px | 400 | 1.4 | 0 | Smallest utility text, copyright |
| `{typography.link-md}` | 16px | 600 | 1.4 | 0 | Inline anchor link in body prose |
| `{typography.button-md}` | 14px | 700 | 1 | 0 | Standard primary/secondary button label |
| `{typography.button-sm}` | 12px | 700 | 1 | 0 | Compact pill chip, in-card button |
### Principles
The system has an unusually steep size jump between display and body — `{typography.display-xl}` (70px) drops directly to `{typography.body-md}` (16px) on the home hero with no intermediate tier between. The negative tracking on the largest tiers (-1.2px / -0.8px) creates a tighter, more confident headline than a default geometric sans would deliver, and the body copy sits at a generous 1.4 line-height to keep multi-line descriptions breathing.
### Note on Font Substitutes
Pin Sans is proprietary. The closest open-source substitute is **Inter** (weights 400 / 500 / 600 / 700) — its geometry, x-height, and metric balance match Pin Sans within ~3% at body sizes. **Manrope** is a strong secondary substitute for the display tier where slightly tighter letterspacing helps the 70px headline feel weighted. Apply -1.2px tracking on the substitute at display sizes regardless of which substitute is chosen.
## Layout
### Spacing System
- **Base unit:** 8px (with finer 4/6/7px steps available for tight inline gaps in pill buttons and chips).
- **Tokens (front matter):** `{spacing.xxs}` (4px) · `{spacing.xs}` (6px) · `{spacing.sm}` (8px) · `{spacing.md}` (12px) · `{spacing.lg}` (16px) · `{spacing.xl}` (24px) · `{spacing.xxl}` (32px) · `{spacing.section}` (64px).
- **Universal section rhythm:** every page in the set uses `{spacing.section}` (64px) as the vertical gap between major content blocks. Pin grids use `{spacing.sm}` (8px) gutters between tiles — the tightest grid gutter in the system, designed so imagery effectively touches across columns.
- **Modal padding:** `{component.modal-card}` uses 32px internal padding (`{spacing.xxl}`) on all sides.
### Grid & Container
- **Max width:** ~1280px content area at desktop with 24px gutters (~48px at ultrawide).
- **Pin masonry grid:** auto-fitting column-based layout — 56 columns at ultrawide, 4 columns at desktop, 3 at tablet, 2 at mobile-landscape, 1 at mobile. Each tile preserves its natural aspect ratio (square / 2:3 / 3:4 / 4:5 portrait — never landscape because pins are vertically-oriented). Gutters are `{spacing.sm}` (8px) horizontal and vertical.
- **Home hero feature row:** asymmetric 2-column split where text and imagery alternate left/right down the page (text-left + image-right, then image-left + text-right, etc.).
- **Footer:** 4-column link grid at desktop, collapsing to 2-up at tablet, 1-up at mobile.
### Whitespace Philosophy
Whitespace is generous on the marketing surfaces and tight on the discovery surfaces. The home page sits sections 64px apart with photo-illustrated feature cards using 32px internal padding, while the search results page collapses to an 8px-gutter masonry grid that tiles imagery edge-to-edge. The system reads as two tools sharing the same chrome: a magazine (hero / feature / CTA / footer) and a search engine (top nav / filter row / pin grid / load more).
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 — Flat | No border, no shadow | Default for pin cards, feature cards, footer — the dominant treatment |
| 1 — Hairline border | 1px solid `{colors.hairline}` | Inputs, footer column dividers, in-list rows |
| 2 — Modal scrim + soft shadow | Modal sits on a dark scrim over the page content with a soft 16px ambient shadow | Login / signup modal, image preview modal |
| 3 — Pin hover lift | (intentionally undocumented per system policy) | n/a |
Pinterest's system has effectively no shadow elevation in its content surfaces. Pin cards sit flat on the canvas; the only "elevation" appears on the modal layer where a 16px ambient shadow paired with a 50%-opacity scrim lifts the modal above the page content.
### Decorative Depth
Depth comes entirely from the imagery itself, not from CSS effects:
- **Pin photography** carries cinematic depth through composition (food photography, fashion close-ups, interior shots) — the design lets each tile's image speak rather than adding chrome to it.
- **Category tile thumbnails** in the home page's feature rows use Pinterest's own pin imagery as composition assets, often with a small `{component.pin-overlay-pill}` ("Cherry red", "Preppy look", "Earthy space inspo") overlaid in the corner of the image.
- **Modal scrim** — a 50%-opacity dark overlay over the entire page content when the login modal opens, with a 16px ambient shadow underneath the modal card lifting it to the visual top.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Footer, primary nav, page sections — all flat structural surfaces |
| `{rounded.sm}` | 8px | Rare medium-radius surface (e.g., editorial tooltip) |
| `{rounded.md}` | 16px | Buttons, inputs, pin cards, feature cards, category tiles — the dominant component radius |
| `{rounded.lg}` | 32px | Large pin cards, modal cards — used sparingly for "big" content surfaces |
| `{rounded.full}` | 9999px | Search bar, filter chips, pin overlay pills, icon-circular buttons, avatars |
The radius vocabulary is essentially three values: 16px for most things, 32px for big cards and modals, and pill for circular elements. There are no sharp-cornered buttons or sharp-cornered pin cards.
### Photography Geometry
- **Pin imagery:** mixed aspect ratios — square (1:1), portrait (3:4, 2:3, 4:5), and rare landscape — preserved at their natural ratio inside `{rounded.md}` (16px) corners on small tiles and `{rounded.lg}` (32px) on large feature pins.
- **Category tile thumbnails:** square (1:1) with `{rounded.md}` corners.
- **Avatar circles:** 3248px at `{rounded.full}` for in-pin attribution and profile chips.
- **Feature card imagery:** typically 4:5 portrait on home-page category cards, with the photo occupying ~60% of the card and the headline + CTA stacked beneath.
## Components
> **No hover states documented** per system policy. Each spec covers Default and Active/Pressed only.
### Buttons
**`button-primary`** — the universal Pinterest CTA
- Background `{colors.primary}` (Pinterest Red), text `{colors.on-primary}`, type `{typography.button-md}`, padding `6px 14px`, height ~40px, rounded `{rounded.md}` (16px).
- Used for "Sign up", "Join Pinterest for free", "Get started" — every primary action across every surface in the system.
- Pressed state lives in `button-primary-pressed` — background drops to `{colors.primary-pressed}` (`#cc001f`).
**`button-secondary`** — gray-cream alternative
- Background `{colors.secondary-bg}` (`#e5e5e0`), text `{colors.on-secondary}`, type `{typography.button-md}`, padding `6px 14px`, height ~40px, rounded `{rounded.md}`.
- "I already have an account", "Continue", "Cancel" — second-tier actions paired with the red primary.
- Pressed state lives in `button-secondary-pressed` — background drops to `{colors.secondary-pressed}`.
**`button-tertiary`** — ghost link
- Background transparent, text `{colors.ink}`, type `{typography.button-md}`, rounded `{rounded.md}`.
- Used for low-emphasis actions inside dialogs ("Read the docs", "Learn more →" with a small chevron).
**`button-icon-circular`** — circular icon button
- Background `{colors.surface-card}`, icon `{colors.ink}`, rounded `{rounded.full}`, size 40px.
- Carousel paddles, modal close button, and small floating action buttons in pin imagery.
**`button-pill-on-image`** — small overlay pill on photography
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.button-md}`, rounded `{rounded.full}`, padding `8px 14px`.
- The signature "Cherry red" / "Preppy look" / "Earthy space inspo" overlay pill that anchors the corner of category-tile pin imagery.
**`button-disabled`**
- Background `{colors.surface-card}`, text `{colors.ash}` — flat soft-cream.
### Filter & Tab Chips
**`filter-chip`** + **`filter-chip-active`**
- Default: background `{colors.surface-card}`, text `{colors.ink}`, type `{typography.button-md}`, rounded `{rounded.full}`, padding `8px 16px`.
- Active: background `{colors.ink}`, text `{colors.on-dark}` — the chip flips fully inverted on selection.
- Used across the search results page filter strip ("Beauty makeup", "Lipstick", "Editorial makeup"...).
### Inputs & Forms
**`text-input`** + **`text-input-focused`**
- Default: background `{colors.canvas}`, text `{colors.ink}`, 1px solid `{colors.ash}`, type `{typography.body-md}`, padding `11px 15px`, height ~44px, rounded `{rounded.md}`.
- Focused: 2px `{colors.ink}` inner border + 4px `{colors.focus-outer}` outer outline — the signature double-ring focus signal.
- Used across the login/signup modal for email, password, birthdate, country fields.
**`search-bar`** + **`search-bar-focused`**
- Default: background `{colors.surface-card}`, text `{colors.ink}`, type `{typography.body-md}`, padding `11px 15px`, height ~48px, rounded `{rounded.full}`.
- Focused: same dimensions, background flips to `{colors.canvas}` with a 1px `{colors.ash}` border.
- Anchored in the center of the primary nav with a magnifier glyph at the left edge and "Search for ideas, fashion..." placeholder.
### Cards & Containers
**`pin-card`** — the standard masonry pin tile
- Container: background `{colors.surface-card}`, rounded `{rounded.md}` (16px), padding 0.
- Layout: full-bleed image at the card's natural aspect ratio with no internal padding. Optional `{component.pin-overlay-pill}` anchored to one corner of the image, optional 32px circular avatar with profile name in `{typography.body-sm-strong}` overlaid at the bottom-left.
**`pin-card-large`** — the home-page feature pin
- Identical to `pin-card` but rounded `{rounded.lg}` (32px) — used for the large editorial pins that anchor home-page feature rows.
**`pin-overlay-pill`** — anchored chip on pin imagery
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.button-sm}`, rounded `{rounded.full}`, padding `6px 12px`.
- Floats over a pin's bottom-left or top-left corner with the search-term label that surfaces if the pin matches a search ("Cherry red", "Preppy look", "Earthy space inspo").
**`category-tile`**
- Background `{colors.surface-card}`, rounded `{rounded.md}`, padding 16px.
- 3- or 4-up grid of small category thumbnails inside the home-page "Bring your favorite ideas to life" section. Each tile contains a category icon or composition photograph + a short label in `{typography.body-strong}`.
**`feature-card`** + **`feature-card-soft`**
- Standard: background `{colors.canvas}`, rounded `{rounded.md}`, padding 32px. Pairs a 4:5 portrait pin image (left or right) with a `{typography.heading-xl}` headline + body copy + `{component.button-primary}` red CTA.
- Soft: background `{colors.surface-card}` for the alternating-row variant where the cream surface is needed to break up content.
**`modal-card`** — login/signup overlay
- Background `{colors.canvas}`, rounded `{rounded.lg}` (32px), padding 32px.
- Layout: title in `{typography.heading-lg}` ("Welcome to Pinterest"), subtitle in `{typography.body-md}`, stacked `{component.text-input}` fields (Email, Password, Birthdate, Country), primary `{component.button-primary}` "Continue", small "Already a member? Log in" link below.
- Floats over a 50%-opacity scrim covering the entire page content with a 16px ambient shadow.
**`hero-cta-strip`** — dark CTA strip on `create.pinterest.com`
- Background `{colors.surface-dark}`, text `{colors.on-dark}`, type `{typography.heading-xl}`, padding `48px 32px`, rounded `{rounded.none}`.
- Sits at the top of the creator marketing page with a single `{component.button-primary}` red CTA on the right.
### Navigation
**`primary-nav`**
- Background `{colors.canvas}`, text `{colors.ink}`, height ~64px, type `{typography.body-strong}`, rounded `{rounded.none}`, with a 1px `{colors.hairline}` bottom rule on inner pages (no rule on the home hero).
- Layout (desktop home): Pinterest red wordmark at left + "Explore" link, centered `{component.search-bar}`, right cluster ("About / Businesses / Create / Log in" + the always-red `{component.button-primary}` "Sign up" CTA).
- Layout (search results): Pinterest red P-logo at left, centered search bar with the active query, right cluster ("Log in" + red Sign-up button).
**Top Nav (Mobile)**
- Hamburger menu icon at left, P-logo at center, search-glyph + Sign-up CTA at right. Search bar collapses into the magnifier icon and expands to full-width when tapped.
### Footer
**`footer-section`**
- Background `{colors.canvas}`, text `{colors.mute}` in `{typography.body-sm}`, padding `32px 24px`, rounded `{rounded.none}`, with a 1px `{colors.hairline}` top rule.
- Layout: 4-column link grid (Get the app — iOS / Android · Quick Links — Explore / Shop / Users / Collections / Shopping · Pinterest for · About — Privacy / Terms / Help Center) with column headers in `{typography.body-sm-strong}` and link lists in `{typography.body-sm}` `{colors.mute}`.
- Bottom row: Pinterest red wordmark + "© 2026 Pinterest" in `{typography.caption-sm}` `{colors.mute}`.
### Inline
**`link-inline`** — body-prose anchor link
- `{colors.ink-soft}` text with no underline by default. Pinterest's only "color" beyond brand red on chrome — a near-black warm tint used inline to differentiate links from body without color contrast.
## Do's and Don'ts
### Do
- Reserve `{colors.primary}` (Pinterest Red) for primary CTAs, the active-tab indicator, and the brand wordmark only. It is never decorative.
- Use `{rounded.md}` (16px) on every interactive element and standard card; reserve `{rounded.lg}` (32px) for large pin cards and modals; reserve `{rounded.full}` for circular elements (search bar, chips, avatars).
- Stage every pin image inside a `{component.pin-card}` with no internal padding — the photograph IS the card.
- Stack content sections at `{spacing.section}` (64px) rhythm; tighten pin grids to `{spacing.sm}` (8px) gutters so imagery effectively touches.
- Use `{component.pin-overlay-pill}` to anchor a search-term tag in the corner of a category-tile pin photograph — the system's signature decorative gesture.
- Build hierarchy from font weight (400 → 600 → 700) and size, not from color tinting. Body stays `{colors.body}` regardless of section context.
- Apply -1.2px letter-spacing on `{typography.display-xl}` and `{typography.heading-xl}`. The negative tracking is part of the brand voice.
### Don't
- Don't use sharp-cornered buttons or cards. There are no `{rounded.none}` interactive elements in the system.
- Don't introduce drop shadows on cards. The only shadow in the system is the 16px ambient under `{component.modal-card}`.
- Don't pad `{component.pin-card}` internally. The image is full-bleed; metadata sits over the image as an overlay pill, not below it.
- Don't replace `{colors.primary}` with another red. The brand red is precise — `#e60023`.
- Don't use `{colors.ink-soft}` (the body-prose link tint) outside of inline body anchor links. It is not a chrome color.
- Don't introduce a third radius value between 16px and 32px. The system jumps directly from md to lg with nothing in between.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| ultrawide | 1920px+ | Pin grid expands to 56 columns; content max-width holds at ~1280px |
| desktop-large | 1440px | Default — 4-column pin grid, full primary nav |
| desktop | 1280px | Same layout with narrower outer gutters |
| desktop-small | 1024px | Pin grid collapses to 3 columns; sub-nav remains horizontal |
| tablet | 768px | Pin grid collapses to 2 columns; primary nav becomes hamburger drawer; search bar becomes icon-only |
| mobile | 480px | Single-column pin grid; hero `{typography.display-xl}` scales 70px → ~44px |
| mobile-narrow | 320px | Hero further scales to ~36px; section padding tightens to 32px |
### Touch Targets
All interactive elements meet WCAG AA (≥ 44×44px). `{component.button-primary}` and `{component.button-secondary}` sit at ~40px height with 14px horizontal padding (effective ~40×80px tappable). `{component.search-bar}` sits at 48px. `{component.text-input}` sits at 44px. `{component.filter-chip}` is ~3640px height with 16px padding — extends to 44px tappable via inline padding. `{component.button-icon-circular}` is exactly 40×40 with extended hit-target padding to 48×48 inside the parent.
### Collapsing Strategy
- **Primary nav:** desktop horizontal cluster → tablet hamburger drawer at 768px. The red Sign-up CTA stays visible at every breakpoint.
- **Search bar:** desktop centered (~480px wide) → tablet compressed (~320px) → mobile collapses to a magnifier icon that expands to a full-width overlay on tap.
- **Pin masonry grid:** 5/6-up → 4-up → 3-up → 2-up → 1-up at 1920, 1024, 768, and 480px. Gutters drop from 8px to 6px on mobile.
- **Home feature row:** desktop alternating left/right 2-column → tablet vertical stack with text above image → mobile single-column with full-bleed image.
- **Modal:** desktop centered ~480px-wide card → mobile full-width sheet with rounded `{rounded.lg}` top-only and bottom-anchored CTA.
- **Section padding:** `{spacing.section}` (64px) desktop → 48px tablet → 32px mobile.
- **Hero headline:** `{typography.display-xl}` (70px) at desktop, scaling 56px / 44px / 36px down the breakpoint stack.
- **Footer:** 4-up link columns → 2-up at tablet → full accordion at mobile (each header becomes a tap-to-expand row).
### Image Behavior
- Pin imagery preserves natural aspect ratio at every breakpoint; the column count changes, not the aspect.
- Category tile thumbnails maintain 1:1 across all sizes.
- Hero feature imagery uses art-direction crops on mobile (4:5 portrait → square) so the subject stays centered when the layout collapses to single-column.
- All non-critical imagery is lazy-loaded as the user scrolls into the next grid row.
## Iteration Guide
1. Focus on ONE component at a time. Pull its YAML entry and verify every property resolves.
2. Reference component names and tokens directly (`{colors.primary}`, `{component.button-primary-pressed}`, `{rounded.md}`) — do not paraphrase.
3. Run `npx @google/design.md lint DESIGN.md` after edits — `broken-ref`, `contrast-ratio`, and `orphaned-tokens` warnings flag issues automatically.
4. Add new variants as separate component entries (`-pressed`, `-disabled`, `-focused`) — do not bury them inside prose.
5. Default body to `{typography.body-md}`; reach for `{typography.body-strong}` for emphasis; reserve `{typography.display-xl}` strictly for top-of-page hero headlines.
6. Keep `{colors.primary}` scarce — at most one Pinterest-red CTA per fold (counting nav, hero, and feature-card CTAs together).
7. When introducing a new component, ask whether it can be expressed with the existing pin-card + 16px-radius + cream-surface vocabulary before adding new tokens. The system's strength is that it almost never needs new ones.
## Known Gaps
- **Mobile screenshots not captured** — responsive behavior synthesizes Pinterest's known mobile pattern (hamburger drawer, single-column grid, hero downscale) from desktop evidence and the documented breakpoint stack.
- **Hover states not documented** by system policy.
- **Pin-detail close-up (single pin overlay)** is not in the captured set — the in-product Pin detail view (with comments, related pins, save board picker) likely introduces components not documented here.
- **Authenticated chrome** (logged-in home feed, board pages, profile pages) not in the captured pages — the captured surfaces are the logged-out marketing and search experience.
- **Pinterest mobile app screens** not in the system documented here — this is the web-only chrome.
- **Form validation states** (success / error inline messages) not documented; only the focused-state field is captured.
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# Pinterest Inspired Design System
# Pinterest Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/pinterest/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: PlayStation-design-analysis
description: |
A three-surface marketing system organized around alternating black, white, and PlayStation Blue chapters that scroll past the viewer like a console launch trailer. Each section has a single editorial purpose — hero photography, console product render, PS Plus tier callout, news strip — and each owns one of three full-bleed canvas modes. The chrome is unusually quiet for a gaming brand: bright PlayStation Blue (`#0070d1`) carries every primary CTA as a fully-rounded pill, the proprietary SST face renders display copy at a signature weight 300 (light) for an airy, premium feel, and a crisp 8px-radius secondary card system carries product info on either canvas mode. The system never decorates — no gradient backgrounds on chrome, no atmospheric mesh, no drop shadows beyond a faint section-divide. Imagery does all the heavy lifting: console glamour shots, game key art, and PS Plus tier illustrations occupy 60-90% of every section, with copy compressed into a small editorial slot.
colors:
primary: "#0070d1"
primary-pressed: "#0064b7"
primary-active: "#004d8d"
on-primary: "#ffffff"
link-light: "#0064b7"
link-dark: "#53b1ff"
commerce: "#d53b00"
commerce-pressed: "#aa2f00"
commerce-link-base: "#d63d00"
on-commerce: "#ffffff"
ink: "#000000"
ink-deep: "#121314"
ink-elevated: "#181818"
charcoal: "#1f2024"
body-light: "rgba(0,0,0,0.6)"
mute-light: "#6b6b6b"
ash-light: "#cccccc"
body-dark: "rgba(255,255,255,0.7)"
mute-dark: "rgba(229,229,229,0.55)"
ash-dark: "rgba(229,229,229,0.2)"
canvas-light: "#ffffff"
surface-soft: "#f3f3f3"
surface-card: "#f5f7fa"
surface-filter: "rgba(245,247,250,0.3)"
canvas-dark: "#000000"
surface-dark-elevated: "#121314"
surface-dark-card: "#181818"
hairline-light: "#f3f3f3"
hairline-dark: "rgba(229,229,229,0.2)"
on-dark: "#ffffff"
on-dark-mute: "#cccccc"
warning: "#c81b3a"
ps-plus-gold-start: "#ffce21"
ps-plus-gold-mid: "#f5a623"
ps-plus-gold-end: "#ee8e00"
marathon-yellow: "#deff20"
typography:
display-xl:
fontFamily: PlayStation SST
fontSize: 54px
fontWeight: 300
lineHeight: 1.25
letterSpacing: -0.1px
display-lg:
fontFamily: PlayStation SST
fontSize: 44px
fontWeight: 300
lineHeight: 1.25
letterSpacing: 0.1px
display-md:
fontFamily: PlayStation SST
fontSize: 35px
fontWeight: 300
lineHeight: 1.25
letterSpacing: 0
heading-xl:
fontFamily: PlayStation SST
fontSize: 28px
fontWeight: 300
lineHeight: 1.25
letterSpacing: 0.1px
heading-lg:
fontFamily: PlayStation SST
fontSize: 22px
fontWeight: 300
lineHeight: 1.25
letterSpacing: 0.1px
heading-md:
fontFamily: PlayStation SST
fontSize: 18px
fontWeight: 600
lineHeight: 1
letterSpacing: 0
body-md:
fontFamily: PlayStation SST
fontSize: 18px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0.1px
body-strong:
fontFamily: PlayStation SST
fontSize: 18px
fontWeight: 500
lineHeight: 1.25
letterSpacing: 0.4px
body-sm:
fontFamily: PlayStation SST
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
caption-md:
fontFamily: PlayStation SST
fontSize: 14px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
caption-sm:
fontFamily: PlayStation SST
fontSize: 12px
fontWeight: 500
lineHeight: 1.5
letterSpacing: 0
link-md:
fontFamily: PlayStation SST
fontSize: 18px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
button-lg:
fontFamily: PlayStation SST
fontSize: 18px
fontWeight: 700
lineHeight: 1.25
letterSpacing: 0.45px
button-md:
fontFamily: PlayStation SST
fontSize: 14px
fontWeight: 700
lineHeight: 1.25
letterSpacing: 0.324px
rounded:
none: 0px
sm: 4px
md: 8px
lg: 16px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 24px
xl: 32px
xxl: 48px
section: 96px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-lg}"
rounded: "{rounded.full}"
padding: 12px 28px
height: 48px
button-primary-pressed:
backgroundColor: "{colors.primary-pressed}"
textColor: "{colors.on-primary}"
typography: "{typography.button-lg}"
rounded: "{rounded.full}"
button-commerce:
backgroundColor: "{colors.commerce}"
textColor: "{colors.on-commerce}"
typography: "{typography.button-lg}"
rounded: "{rounded.full}"
padding: 12px 28px
height: 48px
button-commerce-pressed:
backgroundColor: "{colors.commerce-pressed}"
textColor: "{colors.on-commerce}"
typography: "{typography.button-lg}"
rounded: "{rounded.full}"
button-secondary-light:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.button-lg}"
rounded: "{rounded.full}"
padding: 12px 28px
height: 48px
button-secondary-dark:
backgroundColor: "transparent"
textColor: "{colors.on-dark}"
typography: "{typography.button-lg}"
rounded: "{rounded.full}"
padding: 12px 28px
height: 48px
button-disabled:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ash-light}"
rounded: "{rounded.full}"
text-input:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.sm}"
padding: 12px 16px
height: 48px
text-input-focused:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.ink}"
rounded: "{rounded.sm}"
filter-pill:
backgroundColor: "{colors.surface-filter}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 8px 16px
filter-pill-active:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
product-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 24px
product-card-dark:
backgroundColor: "{colors.surface-dark-card}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 24px
game-tile:
backgroundColor: "{colors.surface-dark-elevated}"
textColor: "{colors.on-dark}"
typography: "{typography.body-sm}"
rounded: "{rounded.md}"
padding: 0px
feature-card:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 32px
hero-band-blue:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.display-md}"
rounded: "{rounded.none}"
padding: 96px 48px
hero-band-dark:
backgroundColor: "{colors.canvas-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.display-xl}"
rounded: "{rounded.none}"
padding: 96px 48px
hero-band-light:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.ink}"
typography: "{typography.display-xl}"
rounded: "{rounded.none}"
padding: 96px 48px
ps-plus-banner:
backgroundColor: "{colors.surface-dark-elevated}"
textColor: "{colors.on-dark}"
typography: "{typography.heading-xl}"
rounded: "{rounded.md}"
padding: 48px 32px
carousel-paddle:
backgroundColor: "rgba(255,255,255,0.16)"
textColor: "{colors.on-dark}"
rounded: "{rounded.full}"
size: 48px
pagination-dot:
backgroundColor: "{colors.ash-dark}"
rounded: "{rounded.full}"
size: 8px
pagination-dot-active:
backgroundColor: "{colors.on-dark}"
rounded: "{rounded.full}"
size: 8px
badge-info:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.caption-sm}"
rounded: "{rounded.full}"
padding: 4px 10px
primary-nav:
backgroundColor: "{colors.canvas-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.body-strong}"
rounded: "{rounded.none}"
height: 48px
sub-nav:
backgroundColor: "{colors.canvas-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.caption-md}"
rounded: "{rounded.none}"
height: 40px
footer-section:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.caption-md}"
rounded: "{rounded.none}"
padding: 48px 32px
support-search-bar:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.full}"
padding: 12px 24px
height: 56px
support-row:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.none}"
padding: 16px 0px
link-inline:
textColor: "{colors.link-light}"
typography: "{typography.link-md}"
---
## Overview
PlayStation's marketing system reads like a console launch trailer scrolling past the viewer in chapters. Each section is a full-bleed band — pure black `{colors.canvas-dark}`, true white `{colors.canvas-light}`, or PlayStation Blue `{colors.primary}` — and each chapter owns one editorial moment: hero console photography, a games-coming-soon strip, the PlayStation Plus tier banner, the "30 Years of PlayStation" anniversary band, the news strip from the PlayStation Blog. There is no decorative chrome between chapters; the section background change IS the divider. Sections stack at `{spacing.section}` (96px) rhythm with the next band's color taking over the page edge-to-edge.
The system has two distinct surface modes that alternate down the page: a **dark canvas mode** for editorial product moments (hero, "ON PLAYSTATION" band, marathon game pages) and a **light canvas mode** for utility surfaces (PS5 games listing, support pages, news index). Both modes use the same chrome vocabulary — fully-rounded `{rounded.full}` pill buttons, 8px-radius `{rounded.md}` cards, the proprietary PlayStation SST face — only the surface and on-surface colors change. The third surface mode is the **PlayStation Blue band** (`{colors.primary}``#0070d1`) reserved for the highest-priority moments: the Marathon launch CTA strip, the footer, and any "Action Required" banner.
The typography is the system's most distinctive choice. PlayStation SST renders display headlines at **weight 300** (light) — unusual for a gaming brand that could easily reach for bold geometric display faces. The light weight gives the chrome an airy, almost editorial quality that lets the imagery speak; copy is information rather than decoration. Heading sizes drop in tight increments (54 → 44 → 35 → 28 → 22 → 18) and body settles at 18px with 1.5 line-height for comfortable long-form reading on support and games pages.
**Key Characteristics:**
- Three-canvas chapter system: `{colors.canvas-dark}` (black), `{colors.canvas-light}` (white), `{colors.primary}` (PlayStation Blue) alternating down the page
- PlayStation Blue (`{colors.primary}``#0070d1`) is the universal primary CTA — fully-rounded pill at `{rounded.full}` (9999px)
- Commerce orange (`{colors.commerce}``#d53b00`) is the secondary CTA reserved for "Buy now" / "Pre-order" / store actions
- PlayStation SST display tier renders at **weight 300** with -0.1px to +0.4px tracking — the brand's signature airy editorial voice
- 8px-radius (`{rounded.md}`) for product cards and feature panels; 4px-radius (`{rounded.sm}`) for inputs; pills (`{rounded.full}`) for every CTA
- Game tiles, console renders, and PS Plus tier illustrations occupy 60-90% of each section — imagery does the storytelling
- Color-block page rhythm (one observed band sequence): dark hero → light console showcase → dark "Great PS4 & PS5 games" rail → light "Discover PlayStation Plus" tier band → light "30 years of PlayStation" callout → dark "ON PLAYSTATION" band → light news strip → blue footer
## Colors
> **Source pages:** `/en-tr/` (home), `/en-tr/ps5/games/` (PS5 games listing), `/en-tr/games/marathon/` (single game page), `/tr-tr/support/account/` (support center). The chrome palette is identical across all four pages; the support page uses the light-canvas mode exclusively while marketing pages alternate.
### Brand & Accent
- **PlayStation Blue** (`{colors.primary}``#0070d1`): the brand's universal primary. Every primary CTA pill, the active filter chip, the footer surface, badge fills, and inline link color on dark surfaces.
- **PlayStation Blue Pressed** (`{colors.primary-pressed}``#0064b7`): pressed state for the primary pill — also doubles as the inline link color on light surfaces.
- **PlayStation Blue Active** (`{colors.primary-active}``#004d8d`): deeply-pressed state for the primary button.
- **Commerce Orange** (`{colors.commerce}``#d53b00`): the secondary CTA reserved for store/buy/pre-order actions. The only warm color in the system.
- **Commerce Orange Pressed** (`{colors.commerce-pressed}``#aa2f00`): pressed state for commerce buttons.
- **Marathon Yellow** (`{colors.marathon-yellow}``#deff20`): a single high-saturation game-page accent extracted from Marathon's product palette — used only inside the dedicated `/marathon/` game page chrome and not part of the system's general accent vocabulary.
### Surface
- **Canvas Dark** (`{colors.canvas-dark}``#000000`): pure black hero band, primary nav background, footer base. The dominant surface for editorial product moments.
- **Surface Dark Elevated** (`{colors.surface-dark-elevated}``#121314`): inset dark panels, PS Plus tier banner background, "ON PLAYSTATION" gradient end.
- **Surface Dark Card** (`{colors.surface-dark-card}``#181818`): game tile fill, dark product card background.
- **Canvas Light** (`{colors.canvas-light}``#ffffff`): true white console-showcase band, support page body, news strip background.
- **Soft Surface** (`{colors.surface-soft}``#f3f3f3`): hairline-soft band fill on light pages, divider rule on light surfaces.
- **Surface Card** (`{colors.surface-card}``#f5f7fa`): cool-blue-tinted product card and tier-card background on light canvas.
- **Surface Filter** (`{colors.surface-filter}``rgba(245,247,250,0.3)`): translucent fill for filter-pill default state on light canvas.
- **Hairline Light** (`{colors.hairline-light}``#f3f3f3`): 1px divider rule on light pages.
- **Hairline Dark** (`{colors.hairline-dark}``rgba(229,229,229,0.2)`): translucent 1px divider on dark canvas.
### Text
- **Ink** (`{colors.ink}``#000000`): primary text on `{colors.canvas-light}`. Headlines, button text, support body.
- **Ink Deep** (`{colors.ink-deep}``#121314`): warmer near-black for in-card titles on dark surfaces and deep-shadow gradients.
- **Ink Elevated** (`{colors.ink-elevated}``#181818`): the lightest of the dark-canvas inks, used for elevated card backgrounds.
- **Body Light** (`{colors.body-light}``rgba(0,0,0,0.6)`): translucent body text on light canvas — the system's default paragraph color.
- **Mute Light** (`{colors.mute-light}``#6b6b6b`): metadata text and footer link captions on light canvas.
- **Ash Light** (`{colors.ash-light}``#cccccc`): disabled-state text and lowest-emphasis utility on light surfaces.
- **On Dark** (`{colors.on-dark}``#ffffff`): primary text on `{colors.canvas-dark}` — headlines, button text on dark hero bands.
- **Body Dark** (`{colors.body-dark}``rgba(255,255,255,0.7)`): translucent body text on dark canvas.
- **On Dark Mute** (`{colors.on-dark-mute}``#cccccc`): secondary text and disabled state on dark surfaces.
- **Mute Dark** (`{colors.mute-dark}``rgba(229,229,229,0.55)`): captions and metadata on dark canvas.
### Semantic
- **Warning** (`{colors.warning}``#c81b3a`): validation errors and destructive confirmation copy.
- **Link Light** (`{colors.link-light}``#0064b7`): inline body-prose anchor link on light canvas — same hex as `{colors.primary-pressed}`.
- **Link Dark** (`{colors.link-dark}``#53b1ff`): inline body-prose anchor link on dark canvas — a brightened blue for dark-mode legibility.
### Brand Gradient
- **PlayStation Plus Gold Gradient** — a horizontal three-stop gold gradient `{colors.ps-plus-gold-start}` (`#ffce21`) → `{colors.ps-plus-gold-mid}` (`#f5a623`) → `{colors.ps-plus-gold-end}` (`#ee8e00`) that anchors the PS Plus banner on the home page. The only gradient in the system; reserved exclusively for PS Plus chrome.
## Typography
### Font Family
- **PlayStation SST** is the proprietary brand sans-serif used across every text role on the site. It carries weights 300 (light), 400 (regular), 500 (medium), 600 (semibold), and 700 (bold), and falls back through `sst``Arial``Helvetica`. The brand's distinctive choice is using **weight 300 (light) for display headlines** — unusual for a gaming brand and the source of the system's editorial, airy character.
- **SST** appears as a secondary cut for in-product surfaces, falling back to Helvetica → Arial.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 54px | 300 | 1.25 | -0.1px | Hero headline ("Discover all PS5 consoles and accessories") |
| `{typography.display-lg}` | 44px | 300 | 1.25 | 0.1px | Section headline ("Great PS4 & PS5 games out now or coming soon") |
| `{typography.display-md}` | 35px | 300 | 1.25 | 0 | Mid-section headline, game-page sub-hero |
| `{typography.heading-xl}` | 28px | 300 | 1.25 | 0.1px | "30 Years of PlayStation" callout, in-band sub-heading |
| `{typography.heading-lg}` | 22px | 300 | 1.25 | 0.1px | News card title, support category title |
| `{typography.heading-md}` | 18px | 600 | 1 | 0 | Card label, navigation menu heading, in-product strong title |
| `{typography.body-md}` | 18px | 400 | 1.5 | 0.1px | Body copy, paragraph text, support article body |
| `{typography.body-strong}` | 18px | 500 | 1.25 | 0.4px | Inline emphasis, primary nav link, button label (large) |
| `{typography.body-sm}` | 16px | 400 | 1.5 | 0 | Card description, secondary body |
| `{typography.caption-md}` | 14px | 400 | 1.5 | 0 | Footer link, metadata, sub-nav text |
| `{typography.caption-sm}` | 12px | 500 | 1.5 | 0 | Smallest utility text, badge label |
| `{typography.link-md}` | 18px | 400 | 1.5 | 0 | Inline body-prose anchor link |
| `{typography.button-lg}` | 18px | 700 | 1.25 | 0.45px | Primary CTA pill |
| `{typography.button-md}` | 14px | 700 | 1.25 | 0.324px | Compact pill, filter chip, secondary CTA |
### Principles
The hierarchy works on a 1.25-line-height ladder almost exclusively — even body sits at 1.5 instead of the typical 1.6 — which keeps long-form support pages tight and console showcases efficient. The weight contrast between display (300) and button (700) is dramatic: a single 18px chrome line might host a heavyweight CTA next to a feather-light 22px headline, giving the system its editorial gaming-magazine feel.
### Note on Font Substitutes
PlayStation SST is proprietary. The closest open-source substitutes:
- **Roboto Light (300)** for the display tier — its slightly looser letter-spacing matches SST's display optical fit.
- **Inter** at weights 400/500/600 for body and chrome — the closest geometric sans match for SST's body cut.
- **Source Sans Pro Light (300)** as an alternative for the display tier when Roboto reads too utilitarian.
When substituting, preserve the +0.1px to +0.45px tracking on display and button tiers — the spacing is part of what makes PlayStation SST feel premium at the light weight.
## Layout
### Spacing System
- **Base unit:** 8px (with finer 4/12px steps for tight inline gaps).
- **Tokens (front matter):** `{spacing.xxs}` (4px) · `{spacing.xs}` (8px) · `{spacing.sm}` (12px) · `{spacing.md}` (16px) · `{spacing.lg}` (24px) · `{spacing.xl}` (32px) · `{spacing.xxl}` (48px) · `{spacing.section}` (96px).
- **Universal section rhythm:** every page in the set uses `{spacing.section}` (96px) as the vertical gap between major content blocks. Card grids use `{spacing.lg}` (24px) gutters; in-card padding sits at `{spacing.lg}` to `{spacing.xl}` depending on density.
- **Hero band padding:** 96px vertical / 48px horizontal — the largest spacing in the system, reserved for full-bleed surface chapters.
### Grid & Container
- **Max width:** ~1280px content area for body text on desktop with 24px gutters that expand to ~48px at ultrawide. Hero bands and game-tile rails go full-bleed with no max-width constraint on imagery.
- **Game tile carousel:** 4-up at desktop with horizontal scroll on the same row, collapsing to 3-up at 1024px and 2-up at 768px. Each tile uses 16:9 cover art at `{rounded.md}`.
- **Console showcase grid:** desktop 5-column thumbnail strip below the main hero render, collapsing to 3-up + horizontal scroll at tablet.
- **Support page:** desktop 2-column 30/70 split (sidebar nav + article body), collapsing to single-column with the sidebar promoted to a top accordion at mobile.
- **News strip:** 3-up card grid at desktop, 2-up at tablet, 1-up at mobile.
### Whitespace Philosophy
Whitespace is structural and band-defined. The 96px `{spacing.section}` between chapters reads as silence between trailer cuts — there's no decorative wash, no gradient transition, no mid-section divider. Inside a section, content is left-aligned in a tight column with the imagery breathing in the right 60-70% of the band. Paragraph text is comfortable at 1.5 line-height but column widths stay narrow (~520px at desktop) to keep long-form copy readable.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 — Flat | No border, no shadow | Default for hero bands, footer, full-bleed sections — the dominant treatment |
| 1 — Hairline divider | 1px solid `{colors.hairline-light}` or `{colors.hairline-dark}` | Card borders, support row dividers, footer column rules |
| 2 — Soft active shadow | `0 4px 12px rgba(0,0,0,0.16)` | Active/pressed CTAs, lifted product card |
| 3 — Section gradient | Soft top-to-bottom darkening from `{colors.surface-dark-elevated}` to `{colors.canvas-dark}` | "ON PLAYSTATION" band — only place a gradient appears on chrome |
The system has effectively no resting shadow on cards; depth is built from surface-color contrast across band chapters. Cards lift only on press.
### Decorative Depth
Depth comes from the alternating-band rhythm and from the imagery itself:
- **Console product photography** — DualSense controller and PS5 console renders shot on neutral white with crisp edge lighting, full-bleed inside the light-canvas band.
- **Game key art** — full-bleed cinematic stills (Marathon, the latest blockbuster releases) inside dark-canvas bands with title lockup overlaid in the lower-left.
- **PS Plus tier banner** — a subtle horizontal gold gradient (`{colors.ps-plus-gold-start}``{colors.ps-plus-gold-end}`) sits as the only chrome gradient in the system, anchoring the "Discover PlayStation Plus" CTA.
- **"ON PLAYSTATION" gradient band** — top-to-bottom deepening from `{colors.surface-dark-elevated}` (`#121314`) to `{colors.canvas-dark}` (`#000000`) creates a cinematic dimming effect under the anniversary callout.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Hero bands, primary nav, footer, sub-nav, support article body — every full-bleed structural surface |
| `{rounded.sm}` | 4px | Text inputs, support search field utilities |
| `{rounded.md}` | 8px | Game tiles, product cards, feature cards, PS Plus banner |
| `{rounded.lg}` | 16px | Rare large container with extra-soft corners (e.g., dialog cards) |
| `{rounded.full}` | 9999px | Every CTA pill (primary / commerce / secondary), filter chips, pagination dots, carousel paddles |
The radius vocabulary works on a 4 / 8 / pill rhythm for chrome with structural surfaces staying flat at 0px.
### Photography Geometry
- **Hero console render:** large centered console + DualSense composition on white, ~70% width of the band, with copy slot to the left.
- **Game tiles:** 16:9 key art at `{rounded.md}` (8px), 4-up rail at desktop with horizontal carousel.
- **Marathon game page hero:** full-bleed cinematic 16:9 still with the "MARATHON" wordmark in the lower-left at light weight, brand yellow `{colors.marathon-yellow}` accent on a few small UI tags.
- **News card thumbnails:** 16:9 imagery at `{rounded.md}` with a small text block below.
- **Avatar / brand icons:** 3240px circles for sub-nav social row.
## Components
> **No hover states documented** per system policy. Each spec covers Default and Active/Pressed only.
### Buttons
**`button-primary`** — the universal PlayStation CTA
- Background `{colors.primary}` (PlayStation Blue), text `{colors.on-primary}`, type `{typography.button-lg}`, padding `12px 28px`, height ~48px, rounded `{rounded.full}`.
- Used for "Add to bag", "Sign up", "Learn more", "Subscribe" — every primary action across both light and dark canvases.
- Pressed state lives in `button-primary-pressed` — background drops to `{colors.primary-pressed}` (`#0064b7`).
**`button-commerce`** — orange store CTA
- Background `{colors.commerce}` (`#d53b00`), text `{colors.on-commerce}`, type `{typography.button-lg}`, padding `12px 28px`, height ~48px, rounded `{rounded.full}`.
- Reserved for "Buy now", "Pre-order", "Add to cart" — store actions only. The only warm color in the system.
- Pressed state lives in `button-commerce-pressed` — background drops to `{colors.commerce-pressed}`.
**`button-secondary-light`** — outline variant on light canvas
- Background transparent, text `{colors.ink}`, 1px solid `{colors.ash-light}` border, type `{typography.button-lg}`, padding `12px 28px`, height ~48px, rounded `{rounded.full}`.
- Lower-emphasis CTA on white surfaces ("Learn more →", "Watch trailer").
**`button-secondary-dark`** — outline variant on dark canvas
- Background transparent, text `{colors.on-dark}`, 1px solid `{colors.hairline-dark}`, type `{typography.button-lg}`, padding `12px 28px`, height ~48px, rounded `{rounded.full}`.
- Same role as the light variant but inverted for use on `{colors.canvas-dark}` hero bands.
**`button-disabled`**
- Background `{colors.surface-soft}`, text `{colors.ash-light}`, rounded `{rounded.full}` — flat soft gray.
### Filter & Tab Chips
**`filter-pill`** + **`filter-pill-active`**
- Default: background `{colors.surface-filter}` (translucent), text `{colors.ink}`, type `{typography.button-md}`, padding `8px 16px`, rounded `{rounded.full}`.
- Active: background flips to `{colors.canvas-light}` (opaque white) — the chip "lifts" from the translucent default.
- Used in the PS5 games filter strip ("All", "Coming Soon", "PlayStation VR2", "Recently Released").
### Inputs & Forms
**`text-input`** + **`text-input-focused`**
- Default: background `{colors.canvas-light}`, text `{colors.ink}`, 1px solid `{colors.ash-light}`, type `{typography.body-md}`, padding `12px 16px`, height ~48px, rounded `{rounded.sm}` (4px).
- Focused: 2px solid `{colors.primary}` border, no halo (relies on the border weight increase as the focus signal).
**`support-search-bar`** — the support-page signature search field
- Background `{colors.canvas-light}`, text `{colors.ink}`, type `{typography.body-md}`, padding `12px 24px`, height ~56px, rounded `{rounded.full}`.
- Sits at the top of the support page hero with a magnifier icon at the left edge and "Search the support center" placeholder.
### Cards & Containers
**`product-card`** — light-canvas product/feature card
- Container: background `{colors.surface-card}` (`#f5f7fa` cool-blue-tinted), 1px solid `{colors.hairline-light}` (rare; usually borderless), padding `{spacing.lg}` (24px), rounded `{rounded.md}` (8px).
- Used for the "PlayStation Store" sale callout, news cards, and PS Plus tier comparison cards on light canvas.
**`product-card-dark`** — dark-canvas product card
- Container: background `{colors.surface-dark-card}` (`#181818`), padding `{spacing.lg}`, rounded `{rounded.md}`.
- Used for game-detail cards and dark-canvas feature panels.
**`game-tile`** — game/console thumbnail tile
- Container: background `{colors.surface-dark-elevated}`, padding 0, rounded `{rounded.md}`.
- Layout: 16:9 cover art at full bleed inside the radius, with title + platform tag overlaid at the bottom-left in `{typography.body-sm}`.
- Used in the "Great PS4 & PS5 games" rail and the PS5 games listing grid.
**`feature-card`** — light-canvas marketing card
- Container: background `{colors.canvas-light}`, padding `{spacing.xl}` (32px), rounded `{rounded.md}`.
- Used for the "PlayStation Store" hero card and similar feature panels with a small product icon, title, body, and CTA.
**`hero-band-blue`** — the PlayStation Blue full-bleed band
- Background `{colors.primary}`, text `{colors.on-primary}` in `{typography.display-md}`, padding `96px 48px`, rounded `{rounded.none}`.
- The Marathon launch CTA strip and the footer surface use this band. The band's defining purpose is "this is the action moment of the page."
**`hero-band-dark`** — full-bleed dark hero
- Background `{colors.canvas-dark}` (with optional gradient end at `{colors.surface-dark-elevated}`), text `{colors.on-dark}` in `{typography.display-xl}`, padding `96px 48px`, rounded `{rounded.none}`.
- The home-page hero, the game-detail page hero, and the "ON PLAYSTATION" anniversary band.
**`hero-band-light`** — full-bleed white hero
- Background `{colors.canvas-light}`, text `{colors.ink}` in `{typography.display-xl}`, padding `96px 48px`, rounded `{rounded.none}`.
- The console showcase band ("Discover all PS5 consoles and accessories") and the support page top.
**`ps-plus-banner`** — PlayStation Plus tier callout
- Background `{colors.surface-dark-elevated}` with the `{colors.ps-plus-gold-start}``{colors.ps-plus-gold-end}` gold gradient as a horizontal accent bar across the top, text `{colors.on-dark}` in `{typography.heading-xl}`, padding `48px 32px`, rounded `{rounded.md}`.
- The "Discover PlayStation Plus" full-width banner on the home page.
**`carousel-paddle`** — circular carousel control
- Background `rgba(255,255,255,0.16)`, icon `{colors.on-dark}`, rounded `{rounded.full}`, size 48px.
- Anchored to the left/right edge of the game tile carousel.
**`pagination-dot`** + **`pagination-dot-active`**
- 8px circle at `{rounded.full}`. Default fill `{colors.ash-dark}`; active fill `{colors.on-dark}`.
- Carousel position indicator below the game tile rail.
### Inline
**`badge-info`** — small info tag
- Background `{colors.primary}`, text `{colors.on-primary}` in `{typography.caption-sm}`, padding `4px 10px`, rounded `{rounded.full}`.
- "New", "Pre-order", "Coming Soon" labels overlaid on game tiles.
**`link-inline`** — body-prose anchor link
- `{colors.link-light}` text on light canvas / `{colors.link-dark}` on dark canvas, no underline by default. Inline body links inside support article paragraphs.
### Navigation
**`primary-nav`**
- Background `{colors.canvas-dark}`, text `{colors.on-dark}`, height ~48px, type `{typography.body-strong}`, rounded `{rounded.none}`.
- Layout (desktop): PlayStation P-logo at far-left, centered nav row ("Games · PS5 · PS4 · PS VR2 · Subscriptions · Hardware · Mobile · News · Shop · Support"), right cluster (search-glyph + locale + cart icon + user-avatar circle).
**`sub-nav`** — secondary nav strip
- Background `{colors.canvas-dark}`, text `{colors.on-dark}` in `{typography.caption-md}`, height ~40px, rounded `{rounded.none}`.
- Sits directly below the primary nav on PS5 games / single game / PS Plus pages with section-specific anchor links.
**Top Nav (Mobile)**
- Hamburger menu icon at left, P-logo at center, search + cart icons at right. Primary nav collapses into a full-screen dark drawer that slides from the left.
### Footer
**`footer-section`**
- Background `{colors.primary}` (PlayStation Blue), text `{colors.on-primary}` in `{typography.caption-md}`, padding `{spacing.xxl}` (48px) vertical.
- Layout: large PlayStation wordmark at top-left, multi-column link grid (locale selector, store links, account, support, social), bottom row with terms / privacy fine-print in `{typography.caption-sm}`.
- The footer's blue surface is the system's "we're done — return to the brand" anchor.
### Support-page-specific
**`support-row`** — support article-list row
- Background `{colors.canvas-light}`, text `{colors.ink}` in `{typography.body-md}`, padding `16px 0`, with a 1px `{colors.hairline-light}` bottom rule.
- Used for FAQ / category-listing rows on the support page with a small chevron-right icon at the right edge.
## Do's and Don'ts
### Do
- Reserve `{colors.primary}` (PlayStation Blue) for primary CTAs and the footer surface only. The blue band is precious — at most one full-bleed blue band per page.
- Reserve `{colors.commerce}` (orange) for store/buy/pre-order CTAs only. It is never used on marketing chrome or hero pills.
- Use PlayStation SST at weight 300 for display headings (54 / 44 / 35 / 28 / 22). The light weight is the brand voice.
- Stack content sections at `{spacing.section}` (96px) rhythm with the next band's surface color taking over the page edge-to-edge — no decorative dividers between bands.
- Use `{rounded.full}` (9999px) on every CTA pill and `{rounded.md}` (8px) on every product card. The two-radius vocabulary is the entire shape system aside from inputs.
- Pair full-bleed game key art and console renders inside dark or light bands; let imagery occupy 60-90% of the band's vertical height.
- Use `{component.ps-plus-banner}` with the gold gradient exclusively for the PlayStation Plus tier callout — never decorate other components with the gold.
### Don't
- Don't introduce drop shadows on resting cards. The system is flat-on-canvas; cards lift only on press.
- Don't replace `{colors.primary}` with another shade of blue. The brand blue is precise — `#0070d1` for default and `#0064b7` for pressed.
- Don't use `{colors.commerce}` (orange) on marketing/hero CTAs. It's reserved exclusively for store actions.
- Don't introduce a sans-serif body font, italic, or monospace style. PlayStation SST carries every text role.
- Don't soften pill geometry. CTAs are always `{rounded.full}` — no medium-radius buttons.
- Don't use the gold PS Plus gradient on anything that isn't the PS Plus banner. It is a tier-specific brand asset.
- Don't put a gradient on chrome. The only allowed gradient is the gold PS Plus accent and the soft top-to-bottom darkening of the "ON PLAYSTATION" band.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| ultrawide | 1920px+ | Hero band stays at content max-width 1280px; outer gutters grow to ~80px |
| desktop-large | 1440px | Default desktop — 4-up game tile carousel, full primary nav |
| desktop | 1280px | Same layout with narrower outer gutters |
| desktop-small | 1024px | Game tile rail collapses to 3-up; sub-nav remains horizontal |
| tablet | 768px | Game tiles → 2-up; primary nav becomes hamburger drawer |
| mobile | 480px | Single-column everything; hero `{typography.display-xl}` scales 54px → ~32px |
| mobile-narrow | 320px | Section padding tightens to 32px; hero further scales to ~28px |
### Touch Targets
All interactive elements meet WCAG AAA (≥ 44×44px). `{component.button-primary}` and `{component.button-commerce}` sit at 48px height with 28px horizontal padding (effective ~48×100px tappable). `{component.text-input}` sits at 48px. `{component.support-search-bar}` sits at 56px. `{component.filter-pill}` is ~3640px height with 16px padding extending to 44px tappable via inline padding. `{component.carousel-paddle}` is exactly 48×48 circular.
### Collapsing Strategy
- **Primary nav:** desktop horizontal cluster → tablet hamburger drawer at 768px. The right-cluster icons (search, cart, account) stay visible at every breakpoint.
- **Sub-nav:** desktop horizontal anchor row → tablet horizontal scroll → mobile select dropdown.
- **Game tile carousel:** 4-up → 3-up → 2-up at 1024 and 768px; carousel paddles stay visible at every desktop breakpoint, hide on mobile in favor of touch-swipe.
- **Hero bands:** stay full-bleed at every breakpoint; only the internal content column reflows from 2-column (text-left + image-right) to single-column (text above image).
- **Console showcase:** desktop 5-up thumbnail strip → tablet 3-up + horizontal scroll → mobile 1-up with paddle.
- **Support page:** desktop 30/70 split (sidebar + body) → tablet sidebar promoted to top accordion → mobile fully collapsed accordion.
- **Section padding:** `{spacing.section}` (96px) desktop → 64px tablet → 48px mobile.
- **Hero headline:** `{typography.display-xl}` (54px) at desktop, scaling 44px / 32px / 28px down the breakpoint stack.
### Image Behavior
- Hero imagery (console renders, game key art) uses art-direction crops on mobile so the central subject stays centered when the band collapses to single-column.
- Game tile cover art preserves 16:9 ratio at every breakpoint; only the column count changes.
- Console showcase thumbnails maintain their natural aspect (~1:1 product render) across breakpoints.
- All non-critical imagery is lazy-loaded as the user scrolls into the next chapter.
## Iteration Guide
1. Focus on ONE component at a time. Pull its YAML entry and verify every property resolves.
2. Reference component names and tokens directly (`{colors.primary}`, `{component.button-primary-pressed}`, `{rounded.full}`) — do not paraphrase.
3. Run `npx @google/design.md lint DESIGN.md` after edits — `broken-ref`, `contrast-ratio`, and `orphaned-tokens` warnings flag issues automatically.
4. Add new variants as separate component entries (`-pressed`, `-disabled`) — do not bury them inside prose.
5. Default body to `{typography.body-md}` (18px / 400 / 1.5); reach for `{typography.display-xl}` strictly for the page-top hero headline; use `{typography.body-strong}` for primary nav links.
6. Keep `{colors.primary}` scarce per viewport — at most one full-bleed PlayStation Blue band per page.
7. When introducing a new component, ask whether it can be expressed with the existing pill + 8px-radius card + full-bleed-band vocabulary before adding new tokens. The system's strength is that it almost never needs new ones.
## Known Gaps
- **Mobile screenshots not captured** — responsive behavior synthesizes PlayStation's known mobile pattern (hamburger drawer, single-column band reflow, hero downscale) from desktop evidence and the breakpoint stack.
- **Hover states not documented** by system policy.
- **Sign-in / authentication chrome** (login modal, account dashboard, profile pages) not in the captured pages.
- **PlayStation Store** in-store browsing surfaces (PDP / cart / checkout) are not in the captured set — those use a more dense data-table layout that this document does not describe.
- **Game-page-specific theming** — the `/marathon/` page uses `{colors.marathon-yellow}` as a chapter accent. Other game pages may pull in their own per-title brand colors that vary outside the documented system.
- **Form validation states** (success / error inline messages) not present in the captured surfaces beyond the `{colors.warning}` color token.
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# Playstation Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/playstation/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: PostHog-design-analysis
description: |
A playful developer-tools system rendered on a warm cream canvas with hand-drawn hedgehog mascots dotted across every page like marginalia in a sketchbook. The chrome reads like a friendly engineering blog: olive-gray ink (#4d4f46) for body, deep olive-charcoal (#23251d) for headlines, IBM Plex Sans Variable typography in tight 1.43-line-height paragraphs, and a single saturated yellow-orange CTA pill (#f7a501) carrying every primary action. The system actively rejects the genre's typical somber dark-tech aesthetic in favor of a creamy, textbook-illustration sensibility — bordered cards stack on the cream canvas with 46px radii, doc sidebars use rounded outline-icon mini-illustrations, and the home page leans on cartoon characters (hedgehogs in lab coats, hedgehogs at terminals, hedgehogs in lounge chairs) as its signature decoration. Code samples and product analytics charts live inside white-on-cream cards with thin olive borders; the contrast between the playful illustration and the data-dense product imagery is the brand's signature voice.
colors:
primary: "#f7a501"
primary-pressed: "#dd9001"
primary-active: "#b17816"
on-primary: "#23251d"
ink: "#23251d"
body: "#4d4f46"
charcoal: "#33342d"
mute: "#6c6e63"
ash: "#9b9c92"
stone: "#b6b7af"
hairline: "#bfc1b7"
hairline-soft: "#dcdfd2"
on-dark: "#ffffff"
canvas: "#eeefe9"
surface-soft: "#e5e7e0"
surface-card: "#ffffff"
surface-doc: "#fcfcfa"
surface-dark: "#23251d"
link-blue: "#1d4ed8"
link-teal: "#1078a3"
accent-blue: "#2c84e0"
accent-blue-soft: "#dceaf6"
accent-red: "#cd4239"
accent-red-soft: "#f7d6d3"
accent-green: "#2c8c66"
accent-green-soft: "#d9eddf"
accent-purple: "#7c44a6"
accent-purple-soft: "#e7d8ee"
focus-ring: "rgba(59,130,246,0.5)"
typography:
display-xl:
fontFamily: IBM Plex Sans Variable
fontSize: 36px
fontWeight: 700
lineHeight: 1.5
letterSpacing: 0
display-lg:
fontFamily: IBM Plex Sans Variable
fontSize: 24px
fontWeight: 800
lineHeight: 1.33
letterSpacing: -0.6px
heading-lg:
fontFamily: IBM Plex Sans Variable
fontSize: 21px
fontWeight: 700
lineHeight: 1.4
letterSpacing: -0.5px
heading-md:
fontFamily: IBM Plex Sans Variable
fontSize: 20px
fontWeight: 700
lineHeight: 1.4
letterSpacing: 0
heading-sm:
fontFamily: IBM Plex Sans Variable
fontSize: 18px
fontWeight: 700
lineHeight: 1.5
letterSpacing: 0
textTransform: uppercase
heading-sm-mixed:
fontFamily: IBM Plex Sans Variable
fontSize: 18px
fontWeight: 600
lineHeight: 1.56
letterSpacing: 0
body-md:
fontFamily: IBM Plex Sans Variable
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
body-strong:
fontFamily: IBM Plex Sans Variable
fontSize: 16px
fontWeight: 600
lineHeight: 1.5
letterSpacing: 0
body-sm:
fontFamily: IBM Plex Sans Variable
fontSize: 15px
fontWeight: 400
lineHeight: 1.71
letterSpacing: 0
body-sm-strong:
fontFamily: IBM Plex Sans Variable
fontSize: 15px
fontWeight: 600
lineHeight: 1.71
letterSpacing: 0
body-xs:
fontFamily: IBM Plex Sans Variable
fontSize: 14px
fontWeight: 500
lineHeight: 1.43
letterSpacing: 0
caption-md:
fontFamily: IBM Plex Sans Variable
fontSize: 14px
fontWeight: 700
lineHeight: 1.71
letterSpacing: 0
caption-sm:
fontFamily: IBM Plex Sans Variable
fontSize: 13px
fontWeight: 500
lineHeight: 1.5
letterSpacing: 0
caption-xs:
fontFamily: IBM Plex Sans Variable
fontSize: 12px
fontWeight: 600
lineHeight: 1.33
letterSpacing: 0
textTransform: uppercase
utility-xs:
fontFamily: IBM Plex Sans Variable
fontSize: 12px
fontWeight: 700
lineHeight: 1.33
letterSpacing: 0
textTransform: uppercase
link-md:
fontFamily: IBM Plex Sans Variable
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
button-md:
fontFamily: IBM Plex Sans Variable
fontSize: 14px
fontWeight: 700
lineHeight: 1.5
letterSpacing: 0
button-sm:
fontFamily: IBM Plex Sans Variable
fontSize: 13px
fontWeight: 500
lineHeight: 1
letterSpacing: 0
code-sm:
fontFamily: ui-monospace
fontSize: 14px
fontWeight: 400
lineHeight: 1.43
letterSpacing: 0
code-xs:
fontFamily: Source Code Pro
fontSize: 14px
fontWeight: 500
lineHeight: 1.43
letterSpacing: 0
rounded:
none: 0px
xs: 2px
sm: 4px
md: 6px
lg: 8px
full: 9999px
spacing:
xxs: 2px
xs: 4px
sm: 8px
md: 12px
lg: 16px
xl: 24px
xxl: 32px
section: 80px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: 8px 16px
height: 40px
button-primary-pressed:
backgroundColor: "{colors.primary-pressed}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
button-secondary:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: 8px 16px
height: 40px
button-tertiary:
backgroundColor: "transparent"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: 8px 12px
button-disabled:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ash}"
rounded: "{rounded.md}"
text-input:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 8px 12px
height: 36px
text-input-focused:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
rounded: "{rounded.md}"
search-input:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 8px 12px
height: 36px
product-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 24px
doc-card:
backgroundColor: "{colors.surface-doc}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 24px
feature-tile:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.heading-sm-mixed}"
rounded: "{rounded.md}"
padding: 20px
pricing-tier-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 32px
hedgehog-mascot-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 24px
product-tab:
backgroundColor: "transparent"
textColor: "{colors.body}"
typography: "{typography.body-strong}"
rounded: "{rounded.md}"
padding: 8px 12px
product-tab-active:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-strong}"
rounded: "{rounded.md}"
pill-tab:
backgroundColor: "transparent"
textColor: "{colors.body}"
typography: "{typography.button-sm}"
rounded: "{rounded.full}"
padding: 6px 14px
pill-tab-active:
backgroundColor: "{colors.ink}"
textColor: "{colors.on-dark}"
typography: "{typography.button-sm}"
rounded: "{rounded.full}"
badge-uppercase:
backgroundColor: "transparent"
textColor: "{colors.body}"
typography: "{typography.utility-xs}"
rounded: "{rounded.none}"
badge-promo:
backgroundColor: "{colors.accent-blue-soft}"
textColor: "{colors.link-blue}"
typography: "{typography.caption-xs}"
rounded: "{rounded.full}"
padding: 2px 8px
banner-tip-blue:
backgroundColor: "{colors.accent-blue-soft}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 16px 20px
banner-tip-green:
backgroundColor: "{colors.accent-green-soft}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 16px 20px
banner-tip-red:
backgroundColor: "{colors.accent-red-soft}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 16px 20px
banner-tip-purple:
backgroundColor: "{colors.accent-purple-soft}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 16px 20px
code-block:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.code-sm}"
rounded: "{rounded.md}"
padding: 16px 20px
inline-code:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.code-xs}"
rounded: "{rounded.xs}"
padding: 2px 6px
primary-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-strong}"
rounded: "{rounded.none}"
height: 56px
sub-nav-strip:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.body}"
typography: "{typography.body-xs}"
rounded: "{rounded.none}"
height: 40px
doc-sidebar:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.body-xs}"
rounded: "{rounded.none}"
width: 240px
footer-section:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.body-xs}"
rounded: "{rounded.none}"
padding: 32px 24px
link-inline:
textColor: "{colors.link-teal}"
typography: "{typography.link-md}"
---
## Overview
PostHog's marketing system is built on the visual contradiction at the heart of the brand: a serious open-source product analytics platform rendered as if it were a friendly engineering sketchbook. The chrome runs on a warm cream canvas (`{colors.canvas}``#eeefe9`) — not white — and every page is dotted with hand-drawn hedgehog mascots in lab coats, lounge chairs, terminals, and reading glasses, scattered across the layout like marginalia in a textbook. Type sits in IBM Plex Sans Variable at olive-gray (`{colors.body}``#4d4f46`) for body and deep olive-charcoal (`{colors.ink}``#23251d`) for headlines, with weights stepped tightly between 400, 600, 700, and 800 to create hierarchy without color. The single saturated yellow-orange pill (`{colors.primary}``#f7a501`) is the brand's only loud chromatic moment; everything else is cream, olive, white card, and the occasional pastel callout band.
The system has a distinctive **two-mode body layout**: marketing pages (home, workflows, pricing) lean on alternating-pastel callout bands and feature tiles in white cards on cream, while documentation pages add a sticky 240px left sidebar with a rounded outline-icon section list. Code samples are full-width dark blocks on `{colors.surface-dark}` (the same olive-charcoal that carries body ink, used inverted) inside white doc cards, creating the system's most distinctive visual moment: a dark-on-dark code island floating inside a white card on a cream canvas, with a hedgehog mascot doodled in the margin.
Sections stack at `{spacing.section}` (80px) rhythm with cream canvas continuing edge-to-edge between them. The only color bands that interrupt the cream are pastel `{component.banner-tip-blue}` / `-green` / `-red` / `-purple` callout panels inside doc articles — soft tinted boxes that carry "💡 Tip", "✅ Success", "⚠️ Warning", "📘 Info" inline annotations. There are no decorative gradients, no atmospheric mesh backgrounds, and no full-bleed dark hero chapters; the cream canvas runs uninterrupted top to bottom and the hedgehogs are the entire visual identity.
**Key Characteristics:**
- Warm cream canvas (`{colors.canvas}`#eeefe9) end-to-end with no surface alternation between sections — the page is one continuous sheet
- Single yellow-orange CTA pill (`{colors.primary}`#f7a501) with deep olive text (`{colors.on-primary}`) — the brand's only saturated color
- IBM Plex Sans Variable across every text role with weights 400/500/600/700/800 — no other typeface in the system
- Hand-drawn hedgehog mascots scattered across the layout as the entire decorative system — no gradients, no mesh, no atmospheric backgrounds
- 48px radius card vocabulary: `{rounded.md}` (6px) for most components, `{rounded.lg}` (8px) for select containers, fully rounded for pill chips
- Pastel callout banners (`{colors.accent-blue-soft}`, `{colors.accent-green-soft}`, `{colors.accent-red-soft}`, `{colors.accent-purple-soft}`) break up doc article body with soft tinted side rails for tips/warnings/info
- Documentation pages add a sticky 240px `{component.doc-sidebar}` with rounded outline-icon section nav and an "Ask PostHog AI" CTA at the top
## Colors
> **Source pages:** `/` (home), `/pricing` (pricing detail), `/docs/product-analytics` (docs article), `/workflows` (product feature page). The chrome palette is identical across all four pages — only doc-specific accents (callout-banner pastels, code-block dark surface) appear exclusively inside the docs experience.
### Brand & Accent
- **PostHog Yellow** (`{colors.primary}``#f7a501`): the universal primary CTA. Sticky "Get started — free" pill in the top-right of every nav, hero CTAs, pricing-tier subscribe buttons, footer signup pill. The system's only saturated chromatic moment.
- **Yellow Pressed** (`{colors.primary-pressed}``#dd9001`): pressed state for the primary pill.
- **Yellow Active** (`{colors.primary-active}``#b17816`): deeply-pressed yellow + the system's gold-toned border accent (rare 1px gold rule on inline form elements).
### Surface
- **Canvas** (`{colors.canvas}``#eeefe9`): the warm cream page background. End-to-end on every page; the brand's most distinctive surface choice.
- **Soft Surface** (`{colors.surface-soft}``#e5e7e0`): button-secondary fill, sub-nav strip background, inline-code chip background.
- **Surface Card** (`{colors.surface-card}``#ffffff`): true white card and tile background sitting on top of the cream canvas. The dominant card surface.
- **Surface Doc** (`{colors.surface-doc}``#fcfcfa`): a faintly cream-warm white used inside doc article body cards — slightly softer than pure white to keep the page tonally unified.
- **Surface Dark** (`{colors.surface-dark}``#23251d`): the deep olive-charcoal used inverted as code-block background. The same hex as `{colors.ink}` — the brand uses one olive-near-black for both text and dark code surfaces.
- **Hairline** (`{colors.hairline}``#bfc1b7`): 1px card border, table rule, footer column dividers.
- **Hairline Soft** (`{colors.hairline-soft}``#dcdfd2`): in-card row divider, soft inset rule.
- **On Dark** (`{colors.on-dark}``#ffffff`): primary text on `{colors.surface-dark}` code blocks.
### Text
- **Ink** (`{colors.ink}``#23251d`): headlines, button text on light, primary nav links — deep olive-charcoal that reads near-black against cream.
- **Body** (`{colors.body}``#4d4f46`): default paragraph text, doc article body, inline link color before hover. The brand's most-used text color.
- **Charcoal** (`{colors.charcoal}``#33342d`): emphasized body text where body is too soft.
- **Mute** (`{colors.mute}``#6c6e63`): metadata, footer link text, in-list secondary annotations.
- **Ash** (`{colors.ash}``#9b9c92`): disabled-state text and lowest-emphasis utility.
- **Stone** (`{colors.stone}``#b6b7af`): least-emphasis caption text and disabled icon color.
### Semantic
- **Link Blue** (`{colors.link-blue}``#1d4ed8`): inline anchor link inside body prose. The system's primary informational link color.
- **Link Teal** (`{colors.link-teal}``#1078a3`): doc-article inline link variant, paired with body text.
- **Accent Blue** (`{colors.accent-blue}``#2c84e0`) + **Accent Blue Soft** (`{colors.accent-blue-soft}``#dceaf6`): "💡 Tip / Info" callout banner inside docs.
- **Accent Red** (`{colors.accent-red}``#cd4239`) + **Accent Red Soft** (`{colors.accent-red-soft}``#f7d6d3`): "⚠️ Warning / Caution" callout banner.
- **Accent Green** (`{colors.accent-green}``#2c8c66`) + **Accent Green Soft** (`{colors.accent-green-soft}``#d9eddf`): "✅ Success / Positive" callout banner.
- **Accent Purple** (`{colors.accent-purple}``#7c44a6`) + **Accent Purple Soft** (`{colors.accent-purple-soft}``#e7d8ee`): "📘 Note / Reference" callout banner.
- **Focus Ring** (`{colors.focus-ring}``rgba(59,130,246,0.5)`): translucent blue browser-default focus ring around interactive elements.
## Typography
### Font Family
**IBM Plex Sans Variable** is the system's primary face — used across every text role on every page at weights 400 (regular), 500 (medium), 600 (semibold), 700 (bold), and 800 (extra-bold). Falls back through `IBM Plex Sans``-apple-system``system-ui` → broad cross-platform sans stack.
**ui-monospace** + **Source Code Pro** carry code samples and inline-code chips at 14px / 1.43 line-height. Source Code Pro is the explicit display monospace; ui-monospace handles inline `<code>` chips.
The brand-distinctive choice is the **mixed weight ladder** (400 / 500 / 600 / 700 / 800) — most chrome lives in the 400700 band, with weight 800 reserved exclusively for the larger display headlines on home and pricing. This gives the system its "engineering blog" feel: hierarchy is built from weight contrast much more than from size.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 36px | 700 | 1.5 | 0 | Hero headline ("The new way to build products") |
| `{typography.display-lg}` | 24px | 800 | 1.33 | -0.6px | Section headline, pricing tier name |
| `{typography.heading-lg}` | 21px | 700 | 1.4 | -0.5px | Sub-section heading, doc-article H2 |
| `{typography.heading-md}` | 20px | 700 | 1.4 | 0 | Card group title, in-grid heading |
| `{typography.heading-sm}` | 18px | 700 | 1.5 | 0 (uppercase) | Section eyebrow ("UNDERSTAND PRODUCT USAGE") |
| `{typography.heading-sm-mixed}` | 18px | 600 | 1.56 | 0 | Card title in mixed-case (no uppercase transform) |
| `{typography.body-md}` | 16px | 400 | 1.5 | 0 | Body copy, default paragraph |
| `{typography.body-strong}` | 16px | 600 | 1.5 | 0 | Inline emphasis, primary nav link, in-card label |
| `{typography.body-sm}` | 15px | 400 | 1.71 | 0 | Doc article body, marketing card description |
| `{typography.body-sm-strong}` | 15px | 600 | 1.71 | 0 | Sub-section emphasis inside doc article |
| `{typography.body-xs}` | 14px | 500 | 1.43 | 0 | Doc sidebar item, metadata, in-list caption |
| `{typography.caption-md}` | 14px | 700 | 1.71 | 0 | Card eyebrow, link cluster header |
| `{typography.caption-sm}` | 13px | 500 | 1.5 | 0 | Compact metadata caption |
| `{typography.caption-xs}` | 12px | 600 | 1.33 | 0 (uppercase) | Inline badge label |
| `{typography.utility-xs}` | 12px | 700 | 1.33 | 0 (uppercase) | Section-eyebrow utility text, footer category header |
| `{typography.link-md}` | 16px | 400 | 1.5 | 0 | Inline body anchor link |
| `{typography.button-md}` | 14px | 700 | 1.5 | 0 | Standard primary/secondary button label |
| `{typography.button-sm}` | 13px | 500 | 1 | 0 | Pill chip / compact CTA |
| `{typography.code-sm}` | 14px | 400 | 1.43 | 0 | Code block content |
| `{typography.code-xs}` | 14px | 500 | 1.43 | 0 | Inline code chip |
### Principles
The hierarchy is explicitly built from weight + size + occasional uppercase transform — there is no italic style, no decorative display variant, no proprietary face. The biggest display moments use weight 800 with -0.6px tracking, and the body settles at 400 with 1.5 line-height; everything else fills the band between. Section eyebrows (`{typography.heading-sm}` and `{typography.utility-xs}`) consistently render uppercase, which gives the doc layout its textbook-chapter feel.
### Note on Font Substitutes
IBM Plex Sans Variable is open-source and Google-Fonts-hosted. There is no need for a substitute — load it directly. If a substitute is genuinely needed, **Inter** is the closest geometric match at all five weights; pair with Inter's letter-spacing -0.5 to -0.6px on display sizes to approximate Plex's display tracking. For monospace, **JetBrains Mono** is a near-perfect substitute for Source Code Pro at body sizes.
## Layout
### Spacing System
- **Base unit:** 8px (with finer 2/4/6px steps for tight inline gaps in callout banners and pill buttons).
- **Tokens (front matter):** `{spacing.xxs}` (2px) · `{spacing.xs}` (4px) · `{spacing.sm}` (8px) · `{spacing.md}` (12px) · `{spacing.lg}` (16px) · `{spacing.xl}` (24px) · `{spacing.xxl}` (32px) · `{spacing.section}` (80px).
- **Universal section rhythm:** every page in the set uses `{spacing.section}` (80px) as the vertical gap between major content blocks. Card grids use `{spacing.lg}` (16px) gutters; card internal padding sits at `{spacing.xl}` (24px) for product cards and `{spacing.xxl}` (32px) for pricing tier cards.
### Grid & Container
- **Max width:** ~1280px content area at desktop with 24px gutters (~48px at ultrawide). Doc article body sits at ~720px max width with the 240px sidebar pushing the article column right of center.
- **Marketing card grid:** 4-up at desktop, 3-up at 1024px, 2-up at 768px, 1-up at 480px. Cards preserve a fixed 1:1 or 4:3 ratio.
- **Pricing tier grid:** 3-up at desktop with a left rail of plan info, collapsing to 2-up + 1 at tablet and 1-up at mobile.
- **Doc layout:** desktop 240px sticky left sidebar + ~720px article body + (optional) 200px right TOC rail = ~1160px content width.
- **Footer:** 6-column horizontal link grid at desktop, 3-up at tablet, 2-up at mobile.
### Whitespace Philosophy
Whitespace is generous on marketing pages and tight on doc pages. The home and workflows pages stack feature tiles with `{spacing.lg}` (16px) gutters and 24px internal padding, while doc articles tighten internal spacing to `{spacing.md}` (12px) between paragraphs to maximize information density. The cream canvas runs continuously through every section — there are no decorative dividers, no shaded section bands; only the 1px hairline beneath section eyebrows and footer column rules separate content blocks.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 — Flat | No border, no shadow | Default for canvas-on-canvas blocks, hero text, body sections |
| 1 — Hairline border | 1px solid `{colors.hairline}` | Marketing cards, pricing tier cards, doc sidebar items, footer column rules |
| 2 — Hairline soft | 1px solid `{colors.hairline-soft}` | In-card row divider between adjacent rows |
| 3 — Inverted dark code block | `{colors.surface-dark}` fill | Code samples inside doc cards — the system's only "elevated" surface uses color, not shadow |
The system has no drop-shadow elevation in marketing or product chrome. Cards sit flat on cream with thin olive borders. The single inverted moment is the dark code-block surface used inside doc article body cards.
### Decorative Depth
Depth comes entirely from illustration and the pastel callout band system, not from CSS effects:
- **Hand-drawn hedgehog mascots** — characters in various costumes (lab coat, terminal, lounge chair, magnifying glass, hammock, hat) scattered across pages as marginalia. Always rendered as flat color illustrations, never photographs.
- **Pastel callout banners**`{component.banner-tip-blue}` / `-green` / `-red` / `-purple` soft tinted side-rail panels inside doc articles, each prefixed with an emoji icon (💡 ✅ ⚠️ 📘) and carrying tip/warning/note copy.
- **Code blocks** — full-width dark olive-charcoal panels on `{colors.surface-dark}` with white code text. The system's most cinematic surface, used inside white doc cards.
- **Outline product icons** in the doc sidebar — small rounded-square mini-illustrations (chart icon, funnel, session-replay icon) mark each major product section.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Sub-nav strip, footer, doc sidebar, primary nav — flat structural surfaces |
| `{rounded.xs}` | 2px | Inline `<code>` chips, micro-rule highlights |
| `{rounded.sm}` | 4px | Inline buttons, form inputs, micro chips |
| `{rounded.md}` | 6px | Marketing cards, pricing cards, doc cards, code blocks, every standard CTA |
| `{rounded.lg}` | 8px | Tab top corners (`6px 6px 0 0` on active tab) and rare large containers |
| `{rounded.full}` | 9999px | Pill chips and pill-style CTAs ("Get started — free" sticky CTA in nav) |
The radius vocabulary clusters around 46px for nearly everything; the only fully-rounded element is the pill-style sticky nav CTA and inline pill chips.
### Photography Geometry
There is no photography. Visual elements are limited to:
- **Hedgehog character illustrations** — flat-color cartoon hedgehogs ranging from ~80px (in-card mascot) to ~240px (hero illustration). Always at native aspect, never cropped to a frame.
- **Outline product icons** in the doc sidebar — 2024px rounded-square illustrations.
- **Inline emoji** at 1416px inside callout banners (💡 ✅ ⚠️ 📘) — used as functional iconography rather than decoration.
- **Section illustrations** on the home page — small hedgehog vignettes paired with each "Understand product usage" / "Build sticky habits" / "Test before launch" feature row.
## Components
> **No hover states documented** per system policy. Each spec covers Default and Active/Pressed only.
### Buttons
**`button-primary`** — the universal PostHog CTA
- Background `{colors.primary}` (yellow-orange), text `{colors.on-primary}` (deep olive), type `{typography.button-md}`, padding `8px 16px`, height `40px`, rounded `{rounded.md}`.
- Used for "Get started — free" (sticky top-nav CTA), "Sign up", "Try it free", "Subscribe" — every primary action.
- Pressed state lives in `button-primary-pressed` — background drops to `{colors.primary-pressed}`.
**`button-secondary`** — soft alternative on cream canvas
- Background `{colors.surface-soft}` (`#e5e7e0`), text `{colors.ink}`, type `{typography.button-md}`, padding `8px 16px`, height `40px`, rounded `{rounded.md}`.
- "Talk to sales", "Read docs", "Watch demo" — second-tier actions paired with the yellow primary.
**`button-tertiary`** — ghost text button
- Background transparent, text `{colors.ink}`, type `{typography.button-md}`, padding `8px 12px`, rounded `{rounded.md}`.
- Lowest-emphasis action: "See all docs →", "Browse all features".
**`button-disabled`**
- Background `{colors.surface-soft}`, text `{colors.ash}` — flat soft cream-gray.
### Tabs & Chips
**`product-tab`** + **`product-tab-active`** — major product section tabs
- Default: transparent background, text `{colors.body}`, type `{typography.body-strong}`, padding `8px 12px`, rounded `{rounded.md}`.
- Active: background flips to `{colors.surface-card}` (white), text `{colors.ink}` — the tab card lifts off the cream canvas as the visual signal of selection.
**`pill-tab`** + **`pill-tab-active`** — compact filter pill
- Default: transparent background, text `{colors.body}`, type `{typography.button-sm}`, padding `6px 14px`, rounded `{rounded.full}`.
- Active: background flips to `{colors.ink}`, text `{colors.on-dark}` — the chip flips fully inverted on selection.
**`badge-uppercase`** — text-only utility label
- Background transparent, text `{colors.body}` in `{typography.utility-xs}` (uppercase) — used as in-list category prefix ("FEATURE FLAG", "EXPERIMENT", "HEATMAP").
**`badge-promo`** — small inline pill chip
- Background `{colors.accent-blue-soft}`, text `{colors.link-blue}`, type `{typography.caption-xs}`, padding `2px 8px`, rounded `{rounded.full}`.
- "New", "Beta", "Coming soon" pill labels overlaid on cards.
### Inputs & Forms
**`text-input`** + **`text-input-focused`**
- Default: background `{colors.surface-card}`, text `{colors.ink}`, 1px solid `{colors.hairline}`, type `{typography.body-md}`, padding `8px 12px`, height `36px`, rounded `{rounded.md}`.
- Focused: same surface; 2px solid `{colors.accent-blue}` border replaces the 1px hairline + a translucent `{colors.focus-ring}` outline.
**`search-input`** — utility search field (doc sidebar, "Ask PostHog AI")
- Same dimensions as `text-input` with a magnifier glyph at the left edge in `{colors.mute}`.
### Cards & Containers
**`product-card`** — marketing tile / feature card
- Container: background `{colors.surface-card}` (white), 1px solid `{colors.hairline}`, padding `{spacing.xl}` (24px), rounded `{rounded.md}`.
- Layout: small hedgehog illustration at top-left, `{typography.heading-sm-mixed}` title, `{typography.body-sm}` description, optional `{component.button-tertiary}` "Learn more →" link.
**`doc-card`** — doc article body card
- Container: background `{colors.surface-doc}` (`#fcfcfa` warm-white), 1px solid `{colors.hairline}`, padding `{spacing.xl}` (24px), rounded `{rounded.md}`.
- Carries article body sections, code blocks, callout banners, and tables inside doc pages.
**`feature-tile`** — small marketing feature tile
- Container: background `{colors.surface-card}`, 1px solid `{colors.hairline}`, padding `{spacing.lg}` (20px), rounded `{rounded.md}`.
- Used in 3-up or 4-up grids on home and workflows pages — paired with a small icon and a 1-line description.
**`pricing-tier-card`** — pricing plan card
- Container: background `{colors.surface-card}`, 1px solid `{colors.hairline}`, padding `{spacing.xxl}` (32px), rounded `{rounded.md}`.
- Layout: tier name in `{typography.display-lg}` (24px / 800 / -0.6px), large price + period, feature checklist with check-icon bullets, primary or secondary CTA at bottom.
**`hedgehog-mascot-card`** — feature card with margin-anchored hedgehog
- Same chrome as `{component.product-card}` but with a hand-drawn hedgehog illustration anchored in the right margin or top-right corner — the brand's signature card variant.
### Callout Banners
**`banner-tip-blue`** + **`banner-tip-green`** + **`banner-tip-red`** + **`banner-tip-purple`**
- Background `{colors.accent-blue-soft}` / `{colors.accent-green-soft}` / `{colors.accent-red-soft}` / `{colors.accent-purple-soft}`, text `{colors.ink}`, type `{typography.body-md}`, padding `16px 20px`, rounded `{rounded.md}`.
- Each prefixed with an inline emoji icon (💡 / ✅ / ⚠️ / 📘) followed by an inline label and body copy.
- Only appear inside doc article body. The four-color callout family is the brand's information-architecture vocabulary for inline tips/warnings/info inside long-form documentation.
### Code
**`code-block`** — dark code sample inside doc card
- Container: background `{colors.surface-dark}` (deep olive-charcoal), text `{colors.on-dark}` in `{typography.code-sm}`, padding `16px 20px`, rounded `{rounded.md}`.
- Syntax highlighting uses muted accent colors (blue for keywords, green for strings, purple for numbers) — never the bright accent colors used in callout banners.
**`inline-code`** — small inline `<code>` chip
- Background `{colors.surface-soft}`, text `{colors.ink}` in `{typography.code-xs}`, padding `2px 6px`, rounded `{rounded.xs}` (2px).
- Used inside body prose to mark code snippets and identifiers.
### Navigation
**`primary-nav`**
- Background `{colors.canvas}` (cream — same as the page), text `{colors.ink}`, height `56px`, type `{typography.body-strong}`, rounded `{rounded.none}`.
- Layout (desktop): PostHog wordmark + hedgehog logo at left, nav menu cluster ("Pricing · Docs · Community · Company"), right cluster with a search-glyph, "Login" link, and the always-yellow `{component.button-primary}` "Get started — free" pill anchored to the far right.
**`sub-nav-strip`** — secondary nav bar (under primary)
- Background `{colors.surface-soft}`, text `{colors.body}` in `{typography.body-xs}`, height `40px`, rounded `{rounded.none}`.
- Sits directly below the primary nav on workflows / product pages with section anchor links and a contextual "Get started →" link at the right.
**`doc-sidebar`** — sticky doc-page left sidebar
- Background `{colors.canvas}`, text `{colors.body}` in `{typography.body-xs}`, width `240px`, rounded `{rounded.none}`.
- Layout: search-input "Ask PostHog AI" at top, then a vertical list of section headers each with a small rounded outline-icon mini-illustration, then nested item links indented under the active header.
**Top Nav (Mobile)**
- Hamburger menu icon at left, PostHog wordmark + hedgehog at center, search + sticky yellow "Get started — free" CTA at right. Primary nav collapses into a full-height drawer that slides from the left.
### Footer
**`footer-section`**
- Background `{colors.canvas}`, text `{colors.body}` in `{typography.body-xs}`, padding `32px 24px`, rounded `{rounded.none}`, with a 1px `{colors.hairline}` top rule.
- Layout: 6-column horizontal link grid (Product · Resources · Company · Community · Pricing · Legal), each column with a `{typography.utility-xs}` (uppercase) header and a vertical list of links in `{typography.body-xs}` `{colors.body}`.
- Bottom row: PostHog wordmark + small hedgehog illustration, copyright in `{typography.caption-xs}` `{colors.mute}`, social-icon row at far-right.
### Inline
**`link-inline`** — body-prose anchor link
- `{colors.link-teal}` (`#1078a3`) in body prose with no underline by default; underline appears on focus. The brand's primary inline link color.
## Do's and Don'ts
### Do
- Use `{colors.canvas}` (cream — `#eeefe9`) as the page body. Never substitute pure white as the canvas.
- Reserve `{colors.primary}` (yellow-orange) for the primary CTA pill only. The "Get started — free" treatment is the brand's anchor.
- Render the brand wordmark with the hedgehog illustration alongside it, not as a stand-alone wordmark. The hedgehog IS the brand identity.
- Use IBM Plex Sans Variable across every text role — body 400, emphasis 600/700, display 800.
- Stack content sections at `{spacing.section}` (80px) rhythm with no decorative dividers between them; let the cream canvas continue uninterrupted.
- Use `{component.banner-tip-blue}` / `-green` / `-red` / `-purple` only inside doc article body for tip/warning/note panels — keep marketing chrome out of the four-color callout family.
- Pair every code sample with the dark `{component.code-block}` surface; inline `<code>` chips use `{component.inline-code}` (cream surface-soft chip).
- Anchor a hedgehog mascot illustration in feature tile margins on home and workflows pages — the system's signature decoration.
### Don't
- Don't introduce drop shadows on cards. Cards sit flat on cream with thin olive borders only.
- Don't add a second saturated chromatic CTA. Yellow-orange is the only loud color in the system.
- Don't replace the cream canvas with pure white or full-bleed dark hero bands. The cream is the brand.
- Don't use the four-color callout banner pastels (`{colors.accent-blue-soft}`, `-green`, `-red`, `-purple`) as marketing-card backgrounds. They belong to inline doc content only.
- Don't substitute the hedgehog illustration with a generic icon set. The character system is the brand.
- Don't use uppercase transform outside of `{typography.heading-sm}`, `{typography.utility-xs}`, and `{typography.caption-xs}`. Uppercase is reserved for eyebrows and footer category headers.
- Don't pad cards with 32px+ on all sides except for `{component.pricing-tier-card}`. Standard cards sit at 24px internal padding.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| ultrawide | 1920px+ | Content max-width holds at 1280px; outer gutters grow to ~80px |
| desktop-large | 1440px | Default — 4-up feature tile grid, 240px sticky doc sidebar visible |
| desktop | 1280px | Same layout with narrower outer gutters |
| desktop-small | 1024px | 4-up tiles collapse to 3-up; doc sidebar remains visible |
| tablet | 768px | 3-up tiles collapse to 2-up; doc sidebar collapses into a top accordion; primary nav becomes hamburger |
| mobile | 480px | Single-column everything; hero `{typography.display-xl}` scales 36px → ~28px |
| mobile-narrow | 320px | Section padding tightens to 32px |
### Touch Targets
All interactive elements meet WCAG AA (≥ 40×40px). `{component.button-primary}` and `{component.button-secondary}` sit at 40px height with 16px padding. `{component.text-input}` sits at 36px (just under AAA but above AA at this size). `{component.pill-tab}` is ~3236px height with 14px padding extending to ~44px tappable via inline padding. Doc-sidebar items use 14px text with ~32px line-height + 6px vertical padding for ~44px tap rows.
### Collapsing Strategy
- **Primary nav:** desktop horizontal cluster → tablet hamburger drawer at 768px. The yellow "Get started — free" CTA stays visible at every breakpoint.
- **Sub-nav strip:** desktop horizontal anchor row → tablet horizontal scroll → mobile select dropdown.
- **Marketing card grid:** 4-up → 3-up → 2-up → 1-up at 1024, 768, and 480px; gutters drop from 16px to 12px on mobile.
- **Pricing grid:** 3-up → 2+1 → 1-up stacked at tablet and below.
- **Doc layout:** desktop 240px sidebar + 720px article → tablet sidebar collapses to a top accordion → mobile fully collapsed accordion.
- **Footer:** 6-up link columns → 3-up at tablet → 2-up at mobile.
- **Section padding:** `{spacing.section}` (80px) desktop → 64px tablet → 48px mobile.
- **Hero headline:** `{typography.display-xl}` (36px) at desktop, scaling to ~28px at mobile, line-height holding at 1.5.
### Image Behavior
The only "imagery" in the system is hand-drawn hedgehog illustrations rendered as inline SVG. They preserve their natural aspect at every breakpoint and scale via CSS `width: auto; max-width: 100%`. There is no responsive art-direction needed because there is no photography.
## Iteration Guide
1. Focus on ONE component at a time. Pull its YAML entry and verify every property resolves.
2. Reference component names and tokens directly (`{colors.primary}`, `{component.button-primary-pressed}`, `{rounded.md}`) — do not paraphrase.
3. Run `npx @google/design.md lint DESIGN.md` after edits — `broken-ref`, `contrast-ratio`, and `orphaned-tokens` warnings flag issues automatically.
4. Add new variants as separate component entries (`-pressed`, `-disabled`, `-focused`) — do not bury them inside prose.
5. Default body to `{typography.body-md}` (16px / 400 / 1.5); reach for `{typography.body-strong}` for emphasis; reserve `{typography.display-lg}` (24px / 800) strictly for marketing display moments.
6. Keep `{colors.primary}` scarce per viewport — at most one yellow-orange pill per fold.
7. When introducing a new component, ask whether it can be expressed with the existing card + 6px-radius + cream-canvas vocabulary before adding new tokens. The system's strength is that it almost never needs new ones.
## Known Gaps
- **Mobile screenshots not captured** — responsive behavior synthesizes PostHog's mobile pattern (hamburger drawer, single-column grid, doc sidebar accordion) from desktop evidence and the breakpoint stack.
- **Hover states not documented** by system policy.
- **In-product app chrome** (PostHog dashboard, charts, session replay player) not in the captured set — the marketing site is documented here, not the in-product analytics interface.
- **Authenticated chrome** (login modal, account dashboard, billing settings) not in the captured pages.
- **Form validation states** beyond the focused-state input not present in the captured surfaces.
- **Marketing illustration set** — the full library of hedgehog character poses is not enumerated here; specific poses (lab coat hedgehog, terminal hedgehog, hammock hedgehog) are noted as visible in screenshots but the full asset library is page-specific.
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# Posthog Inspired Design System
# Posthog Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/posthog/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Raycast-design-analysis
属于: A dark-canvas developer-tools system that treats the marketing page like an extended product screenshot — pure-near-black background, command-palette mockups as the hero, Inter typography with the ss03 stylistic set turned on, and a single white CTA pill that doesn't break the inky atmosphere. The chrome reads like Raycast's own command-palette UI scaled up to a marketing page: monochrome dark surfaces with a faint surface ladder (#07080a#0d0d0d#101111), tight 610px radius on cards, hairline 1px borders in #242728, and rare splashes of saturated accent (Hacker News yellow, Slack red, Mac green, info blue) reserved for product-tile category illustrations. The signature visual moment is a red gradient hero wordmark — three diagonal red stripes laid across the very top of the home page like a launch-banner — paired with full-bleed product UI screenshots that show Raycast's actual command palette, store, and AI chat surfaces.
description: |
Raycast's marketing system reads like an extended product screenshot. The chrome IS the in-product chrome at marketing scale: pure-near-black canvas, hairline 1px borders, command-palette-style cards, Inter typography with the ss03 stylistic set enabled site-wide, white CTA pill, and a small set of saturated category accent colors (yellow / red / green / blue) reserved for extension and feature illustrations. Section rhythm is generous (~96px) but the page never breaks tonal continuity — the whole site sits in one continuous dark mode.
colors:
primary: "#ffffff"
primary-pressed: "#e8e8e8"
on-primary: "#000000"
ink: "#f4f4f6"
body: "#cdcdcd"
charcoal: "#d3d3d4"
mute: "#9c9c9d"
ash: "#6a6b6c"
stone: "#434345"
on-dark: "#ffffff"
on-dark-mute: "rgba(255,255,255,0.72)"
canvas: "#07080a"
surface: "#0d0d0d"
surface-elevated: "#101111"
surface-card: "#121212"
button-fg: "#18191a"
hairline: "#242728"
hairline-soft: "rgba(255,255,255,0.08)"
hairline-strong: "rgba(255,255,255,0.16)"
accent-blue: "#57c1ff"
accent-blue-soft: "rgba(87,193,255,0.15)"
accent-red: "#ff6161"
accent-red-soft: "rgba(255,97,97,0.15)"
accent-green: "#59d499"
accent-green-soft: "rgba(89,212,153,0.15)"
accent-yellow: "#ffc533"
accent-yellow-soft: "rgba(255,197,51,0.15)"
hero-stripe-start: "#ff5757"
hero-stripe-end: "#a1131a"
key-bg-start: "#121212"
key-bg-end: "#0d0d0d"
typography:
display-xl:
fontFamily: Inter
fontSize: 64px
fontWeight: 600
lineHeight: 1.1
letterSpacing: 0
fontFeature: '"calt", "kern", "liga", "ss03"'
display-lg:
fontFamily: Inter
fontSize: 56px
fontWeight: 500
lineHeight: 1.17
letterSpacing: 0.2px
fontFeature: '"calt", "kern", "liga", "ss03"'
heading-xl:
fontFamily: Inter
fontSize: 24px
fontWeight: 500
lineHeight: 1.6
letterSpacing: 0.2px
fontFeature: '"calt", "kern", "liga", "ss03"'
heading-lg:
fontFamily: Inter
fontSize: 22px
fontWeight: 500
lineHeight: 1.15
letterSpacing: 0
fontFeature: '"calt", "kern", "liga", "ss03"'
heading-md:
fontFamily: Inter
fontSize: 20px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0.2px
fontFeature: '"calt", "kern", "liga", "ss03"'
heading-sm:
fontFamily: Inter
fontSize: 18px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0.2px
fontFeature: '"calt", "kern", "liga", "ss03"'
body-lg:
fontFamily: Inter
fontSize: 18px
fontWeight: 400
lineHeight: 1.6
letterSpacing: 0
fontFeature: '"calt", "kern", "liga", "ss03"'
body-md:
fontFamily: Inter
fontSize: 16px
fontWeight: 400
lineHeight: 1.6
letterSpacing: 0
fontFeature: '"calt", "kern", "liga", "ss03"'
body-strong:
fontFamily: Inter
fontSize: 16px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0.2px
fontFeature: '"calt", "kern", "liga", "ss03"'
body-sm:
fontFamily: Inter
fontSize: 14px
fontWeight: 400
lineHeight: 1.6
letterSpacing: 0
fontFeature: '"calt", "kern", "liga", "ss03"'
body-sm-strong:
fontFamily: Inter
fontSize: 14px
fontWeight: 500
lineHeight: 1.6
letterSpacing: 0.2px
fontFeature: '"calt", "kern", "liga", "ss03"'
caption-md:
fontFamily: Inter
fontSize: 13px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0.1px
fontFeature: '"calt", "kern", "liga", "ss03"'
caption-sm:
fontFamily: Inter
fontSize: 12px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0.4px
fontFeature: '"calt", "kern", "liga", "ss03"'
link-md:
fontFamily: Inter
fontSize: 16px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0.3px
fontFeature: '"calt", "kern", "liga", "ss03"'
button-md:
fontFamily: Inter
fontSize: 14px
fontWeight: 500
lineHeight: 1.6
letterSpacing: 0.2px
fontFeature: '"calt", "kern", "liga", "ss03"'
rounded:
none: 0px
xs: 4px
sm: 6px
md: 8px
lg: 10px
xl: 16px
full: 9999px
spacing:
xxs: 2px
xs: 4px
sm: 8px
md: 12px
lg: 16px
xl: 24px
xxl: 32px
section: 96px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: 8px 16px
height: 36px
button-primary-pressed:
backgroundColor: "{colors.primary-pressed}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
button-secondary:
backgroundColor: "transparent"
textColor: "{colors.on-dark}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: 8px 16px
height: 36px
button-tertiary:
backgroundColor: "{colors.surface-elevated}"
textColor: "{colors.on-dark}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: 8px 16px
height: 36px
button-disabled:
backgroundColor: "{colors.surface-elevated}"
textColor: "{colors.ash}"
rounded: "{rounded.md}"
install-button:
backgroundColor: "transparent"
textColor: "{colors.on-dark}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: 6px 14px
text-input:
backgroundColor: "{colors.surface-elevated}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 8px 12px
height: 36px
text-input-focused:
backgroundColor: "{colors.surface-elevated}"
textColor: "{colors.on-dark}"
rounded: "{rounded.md}"
store-search-bar:
backgroundColor: "{colors.surface-elevated}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 10px 16px
height: 44px
command-palette-row:
backgroundColor: "transparent"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.sm}"
padding: 6px 10px
command-palette-row-active:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.sm}"
pill-tab:
backgroundColor: "transparent"
textColor: "{colors.body}"
typography: "{typography.body-sm}"
rounded: "{rounded.full}"
padding: 4px 10px
pill-tab-active:
backgroundColor: "{colors.surface-elevated}"
textColor: "{colors.on-dark}"
typography: "{typography.body-sm}"
rounded: "{rounded.full}"
badge-pro:
backgroundColor: "{colors.surface-elevated}"
textColor: "{colors.on-dark-mute}"
typography: "{typography.caption-sm}"
rounded: "{rounded.xs}"
padding: 2px 6px
badge-info-soft:
backgroundColor: "{colors.accent-blue-soft}"
textColor: "{colors.accent-blue}"
typography: "{typography.caption-sm}"
rounded: "{rounded.xs}"
padding: 2px 8px
keycap:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.body}"
typography: "{typography.caption-md}"
rounded: "{rounded.xs}"
padding: 1px 6px
height: 20px
command-palette-card:
backgroundColor: "{colors.surface}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 0px
feature-card-dark:
backgroundColor: "{colors.surface}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 24px
feature-card-elevated:
backgroundColor: "{colors.surface-elevated}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 24px
store-extension-card:
backgroundColor: "{colors.surface}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 16px
pricing-tier-card:
backgroundColor: "{colors.surface}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 24px
pricing-tier-card-featured:
backgroundColor: "{colors.surface-elevated}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 24px
hero-stripe-band:
backgroundColor: "{colors.canvas}"
textColor: "{colors.on-dark}"
typography: "{typography.display-xl}"
rounded: "{rounded.none}"
padding: 96px 48px
app-icon-tile:
backgroundColor: "{colors.surface-card}"
rounded: "{rounded.md}"
size: 48px
app-icon-tile-large:
backgroundColor: "{colors.surface-card}"
rounded: "{rounded.md}"
size: 64px
primary-nav:
backgroundColor: "{colors.canvas}"
textColor: "{colors.on-dark}"
typography: "{typography.body-sm-strong}"
rounded: "{rounded.none}"
height: 56px
footer-section:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.body-sm}"
rounded: "{rounded.none}"
padding: 64px 48px
link-inline:
textColor: "{colors.on-dark}"
typography: "{typography.link-md}"
---
## Overview
Raycast's marketing site reads like an extended product screenshot. The chrome IS the in-product command palette at marketing scale: pure near-black canvas (`{colors.canvas}``#07080a`), hairline 1px borders (`{colors.hairline}``#242728`), command-palette-style cards with rounded corners between 6 and 16px, Inter typography with the **ss03 stylistic set enabled site-wide** (a single character — the alternate `g` — that gives Raycast's typography its signature subtle distinction), a single white CTA pill that anchors every primary action, and small splashes of saturated accent reserved for category illustrations.
The system has effectively one surface mode — dark — with a faint three-step surface ladder (`{colors.canvas}``{colors.surface}``{colors.surface-elevated}``{colors.surface-card}`) carrying cards, in-card panels, and key-cap glyph backgrounds. The signature decorative moment is a **red diagonal-stripe gradient band** across the very top of the home page hero, used as a launch-banner motif behind the headline (the only time saturated red appears on chrome). Beyond that single moment, color in the chrome is reserved for category accents inside extension and feature illustrations: Hacker News yellow, Slack red, Linear green, info blue.
The design philosophy is "the marketing page is the product." Section rhythm is generous (`{spacing.section}` 96px) but the page never breaks tonal continuity — the whole site sits in one continuous dark mode, full-bleed product UI screenshots show Raycast's actual command palette / store / AI chat surfaces, and the typography ligature settings (`ss03`) are inherited from the in-product app's text rendering.
**Key Characteristics:**
- Single dark surface mode with a 4-step surface ladder: `{colors.canvas}` (#07080a) → `{colors.surface}` (#0d0d0d) → `{colors.surface-elevated}` (#101111) → `{colors.surface-card}` (#121212)
- White CTA pill (`{colors.primary}`#ffffff) is the universal primary action; everything else is monochrome dark
- Inter typography with `font-feature-settings: "calt", "kern", "liga", "ss03"` enabled site-wide — the ss03 alternate `g` is part of the brand voice
- Hairline 1px borders (`{colors.hairline}`#242728) carry every card edge; there are no drop shadows in the system
- Multi-radius card vocabulary: `{rounded.sm}` (6px) for keycaps, `{rounded.md}` (8px) for buttons and small cards, `{rounded.lg}` (10px) for feature cards, `{rounded.xl}` (16px) for hero command-palette mockup containers
- Saturated category accents (`{colors.accent-yellow}` for Hacker News, `{colors.accent-red}` for Slack/Apple, `{colors.accent-green}` for productivity tools, `{colors.accent-blue}` for info) appear only inside extension tile imagery — never on chrome
- Signature red diagonal-stripe gradient band at the very top of the hero — three angled stripes in `{colors.hero-stripe-start}``{colors.hero-stripe-end}`, used once per page maximum
## Colors
> **Source pages:** `/` (home), `/store` (extension marketplace), `/core-features/ai` (feature page), `/pricing` (plan tiers), `/thomas/hacker-news` (single extension detail). The chrome palette is identical across all five pages — the dark surface ladder, hairline borders, white CTA, and ss03-enabled typography are the same on every page.
### Brand & Accent
- **White** (`{colors.primary}``#ffffff`): the universal primary CTA pill background. "Download" / "Install Extension" / "Get Pro" — every primary action carries it.
- **White Pressed** (`{colors.primary-pressed}``#e8e8e8`): pressed-state for the primary pill — a single notch dimmer.
- **On Primary** (`{colors.on-primary}``#000000`): pure black text on the white CTA — the only place black appears as text in the system.
### Surface
- **Canvas** (`{colors.canvas}``#07080a`): pure-near-black page background. The dominant surface across every page.
- **Surface** (`{colors.surface}``#0d0d0d`): card and elevated panel background — one notch lighter than canvas.
- **Surface Elevated** (`{colors.surface-elevated}``#101111`): button-tertiary fill, text-input fill, store-search-bar fill, pill-tab-active fill.
- **Surface Card** (`{colors.surface-card}``#121212`): app-icon-tile background, keycap fill, command-palette row hover.
- **Button FG (in-card)** (`{colors.button-fg}``#18191a`): rare deep-card variant used inside featured pricing tier card backgrounds.
- **Hairline** (`{colors.hairline}``#242728`): the universal 1px card border. Carries every card edge across every page.
- **Hairline Soft** (`{colors.hairline-soft}``rgba(255,255,255,0.08)`): even fainter border on translucent over-image overlays.
- **Hairline Strong** (`{colors.hairline-strong}``rgba(255,255,255,0.16)`): stronger 1px divider where a regular hairline reads as too soft.
### Text
- **Ink** (`{colors.ink}``#f4f4f6`): primary headlines on dark canvas. Slightly off-white for tonal coherence with the near-black background.
- **Body** (`{colors.body}``#cdcdcd`): default paragraph text and inline-link color.
- **Charcoal** (`{colors.charcoal}``#d3d3d4`): subtly brighter body where ink reads too soft.
- **Mute** (`{colors.mute}``#9c9c9d`): metadata, footer link text, secondary captions.
- **Ash** (`{colors.ash}``#6a6b6c`): disabled-state text, lowest-emphasis utility.
- **Stone** (`{colors.stone}``#434345`): least-emphasis caption text and disabled icon color.
- **On Dark** (`{colors.on-dark}``#ffffff`): interactive-state primary text (button label, focused tab).
- **On Dark Mute** (`{colors.on-dark-mute}``rgba(255,255,255,0.72)`): translucent secondary text on dark surfaces.
### Semantic
- **Accent Blue** (`{colors.accent-blue}``#57c1ff`) + **Soft** (`{colors.accent-blue-soft}``rgba(87,193,255,0.15)`): info and informational badge — used inside feature illustrations and the rare "New" pill.
- **Accent Red** (`{colors.accent-red}``#ff6161`) + **Soft** (`{colors.accent-red-soft}``rgba(255,97,97,0.15)`): destructive/error indicator + Slack/Apple category accent in extension illustrations.
- **Accent Green** (`{colors.accent-green}``#59d499`) + **Soft** (`{colors.accent-green-soft}``rgba(89,212,153,0.15)`): success state + productivity category accent in extension illustrations.
- **Accent Yellow** (`{colors.accent-yellow}``#ffc533`) + **Soft** (`{colors.accent-yellow-soft}``rgba(255,197,51,0.15)`): "warning" semantic + the Hacker News orange-yellow that appears as the most prominent accent illustration on the home page hero.
### Brand Gradient
- **Hero Stripe Gradient** — three diagonal red stripes layered across the very top of the home page hero, fading from `{colors.hero-stripe-start}` (`#ff5757`) to `{colors.hero-stripe-end}` (`#a1131a`). The system's only chromatic gradient on chrome — used once per page maximum and reserved for hero launch-banner moments.
- **Keycap Gradient** — the small key-glyph background uses a subtle linear-gradient from `{colors.key-bg-start}` (`#121212`) to `{colors.key-bg-end}` (`#0d0d0d`) that gives Raycast's keycap UI its slight 3D-key feel.
## Typography
### Font Family
**Inter** is the system's primary face, loaded with the `Inter Fallback` system fallback variant. Critically, Raycast enables `font-feature-settings: "calt", "kern", "liga", "ss03"` site-wide — the **ss03 stylistic set** swaps in Inter's alternate `g` glyph (single-story open `g`), which is the brand's signature typographic detail. Standard ligatures (`liga`), kerning (`kern`), and contextual alternates (`calt`) are also active. The display tier additionally enables `ss02` and `ss08` and disables standard `liga` to render the hero "Raycast Pro" wordmark with its distinctive geometric construction.
There is no monospace face used outside of inline `<code>` chips in documentation; the marketing pages use Inter for everything.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 64px | 600 | 1.1 | 0 | Hero "Built for the perfect tools" / "The new way to..." headline (with `liga: 0`, `ss02`, `ss08`) |
| `{typography.display-lg}` | 56px | 500 | 1.17 | 0.2px | Section headline ("Explore", "Pricing", store hero "Store") |
| `{typography.heading-xl}` | 24px | 500 | 1.6 | 0.2px | Sub-section heading, pricing-tier name |
| `{typography.heading-lg}` | 22px | 500 | 1.15 | 0 | Mid-section feature heading |
| `{typography.heading-md}` | 20px | 500 | 1.4 | 0.2px | Card group title, in-card heading |
| `{typography.heading-sm}` | 18px | 500 | 1.4 | 0.2px | Small heading, extension card title |
| `{typography.body-lg}` | 18px | 400 | 1.6 | 0 | Pricing tier description, hero subtitle |
| `{typography.body-md}` | 16px | 400 | 1.6 | 0 | Default body, paragraph text |
| `{typography.body-strong}` | 16px | 500 | 1.4 | 0.2px | Inline emphasis, primary nav link |
| `{typography.body-sm}` | 14px | 400 | 1.6 | 0 | Card description, secondary copy |
| `{typography.body-sm-strong}` | 14px | 500 | 1.6 | 0.2px | In-card label, table-header text |
| `{typography.caption-md}` | 13px | 400 | 1.4 | 0.1px | Caption, metadata |
| `{typography.caption-sm}` | 12px | 400 | 1.5 | 0.4px | Smallest utility text, badge label |
| `{typography.link-md}` | 16px | 500 | 1.4 | 0.3px | Inline body anchor link |
| `{typography.button-md}` | 14px | 500 | 1.6 | 0.2px | Standard button label |
### Principles
The hierarchy works on a 1.6-line-height ladder for body and a 1.11.4 ladder for display/heading. Letter-spacing is consistently positive (0.10.4px) — slightly opening the type — which gives Raycast's chrome an airy quality at body sizes despite the dark canvas. The `ss03` stylistic set is the brand's most distinctive typographic detail; without it, the body face renders identically to plain Inter and loses Raycast's signature rendering.
### Note on Font Substitutes
Inter is open-source and Google-Fonts-hosted; load it directly. To preserve the brand's signature look, you must enable `font-feature-settings: "calt", "kern", "liga", "ss03"` on the body element. Without `ss03`, the typography is recognizably "Inter default" rather than "Raycast." On systems where Inter cannot be loaded, the documented fallback is `Inter Fallback` (a self-hosted variant) → `system-ui`. **JetBrains Mono** or **Geist Mono** are acceptable substitutes for inline code chips when needed, though Raycast's marketing chrome rarely uses code-styled text.
## Layout
### Spacing System
- **Base unit:** 8px (with 2/4/12px steps for tight inline gaps).
- **Tokens (front matter):** `{spacing.xxs}` (2px) · `{spacing.xs}` (4px) · `{spacing.sm}` (8px) · `{spacing.md}` (12px) · `{spacing.lg}` (16px) · `{spacing.xl}` (24px) · `{spacing.xxl}` (32px) · `{spacing.section}` (96px).
- **Universal section rhythm:** every page in the set uses `{spacing.section}` (96px) as the vertical gap between major content blocks. Card grids use `{spacing.lg}` (16px) gutters; in-card padding sits at `{spacing.xl}` (24px) for feature cards and `{spacing.lg}` (16px) for store extension cards.
### Grid & Container
- **Max width:** ~1240px content area at desktop with 24px gutters (~48px at ultrawide). Hero command-palette mockups run wider (~1080px) with the page background extending to full bleed.
- **Store extension grid:** 2-up at desktop with rows of 2 cards stacked, collapsing to 1-up at mobile. Each card is a horizontal layout with a large square app icon at the left and copy + Install button at the right.
- **Pricing tier grid:** 3-up at desktop (Free / Pro / Pro+Advanced AI), collapsing to 1-up stacked at mobile.
- **Featured extension card grid:** 3-up at desktop in the "Featured" row at the top of the store page.
- **Comparison table:** full-width on the pricing page below the tier cards — 5-column table (Free / Pro / Advanced AI / Custom for Teams / Enterprise) with feature rows.
- **Footer:** 6-column horizontal link grid at desktop, collapsing to 2-up at tablet and 1-up at mobile.
### Whitespace Philosophy
Whitespace is generous and the canvas is uninterrupted. Sections sit 96px apart with no decorative dividers between them — the dark canvas continues edge-to-edge from hero to footer. Inside a section, content is left-aligned in a tight column, with command-palette mockup imagery occupying the right 5060% of the band on home-page feature rows. The signature decorative element — the red diagonal-stripe gradient band — only appears in the very first hero band; from the second section down, the page is monochrome dark.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 — Flat | No border, no shadow | Default for canvas-on-canvas blocks, hero text, footer body |
| 1 — Hairline border | 1px solid `{colors.hairline}` (#242728) | Every card on `{colors.surface}`, store extension card, pricing tier card |
| 2 — Hairline strong | 1px solid `{colors.hairline-strong}` | Stronger inline divider, table-row separator on the comparison table |
| 3 — Surface ladder elevation | `{colors.canvas}``{colors.surface}``{colors.surface-elevated}``{colors.surface-card}` | Multi-step background-color ladder used to create elevation without shadows |
The system has no drop-shadow elevation at all. Depth is built entirely from the surface-color ladder: each notch lighter on the dark scale reads as one step closer to the viewer.
### Decorative Depth
Depth comes from product imagery and a single stripe-gradient band:
- **Hero stripe gradient** — three diagonal red stripes (`{colors.hero-stripe-start}``{colors.hero-stripe-end}`) layered across the home-page hero band, evoking a launch-banner / motion-blur effect. The system's signature decorative moment.
- **Command-palette mockups** — full-fidelity Raycast in-product UI screenshots (the actual Spotlight-style overlay with rounded keycaps, command rows, and accent-color glyphs) sitting inside the home-page hero and feature rows. These ARE the brand decoration.
- **App icon tiles** — small 4864px rounded-corner tiles displaying real app icons (Slack, Spotify, Figma, Notion, Linear, Hacker News) inside store and feature illustrations.
- **Keycap glyphs** — subtle gradient-filled rounded keycap glyphs used inline to indicate keyboard shortcuts (e.g., `⌘ K`), with a faint `{colors.key-bg-start}``{colors.key-bg-end}` linear gradient suggesting a physical key surface.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Hero band, primary nav, footer, full-bleed structural surfaces |
| `{rounded.xs}` | 4px | Keycap glyphs, badge-pro chips, small inline tags |
| `{rounded.sm}` | 6px | Command-palette row, inline buttons, micro chips |
| `{rounded.md}` | 8px | Standard buttons, text inputs, store search bar, app-icon tiles, store extension card |
| `{rounded.lg}` | 10px | Feature card, command-palette mockup card, pricing tier card |
| `{rounded.xl}` | 16px | Large hero command-palette mockup container, oversized feature panel |
| `{rounded.full}` | 9999px | Pill-tab chips, avatar circles |
The radius vocabulary clusters tightly between 4 and 16px, with most chrome at 610px. The system never goes flat (0px) on cards and never above 16px except for fully-rounded pills.
### Photography Geometry
There is no traditional photography. Visual elements are limited to:
- **Command-palette mockups** — full-fidelity Raycast UI screenshots at 16:9 or 4:3 aspect inside `{rounded.xl}` (16px) containers.
- **App icon tiles** — 4864px square at `{rounded.md}` (8px), displaying real app icons.
- **Avatar circles** — 3240px at `{rounded.full}` for in-extension author attribution.
- **Hero stripe gradient** — full-bleed wash with no aspect ratio.
## Components
> **No hover states documented** per system policy. Each spec covers Default and Active/Pressed only.
### Buttons
**`button-primary`** — the universal Raycast CTA
- Background `{colors.primary}` (white), text `{colors.on-primary}` (black), type `{typography.button-md}`, padding `8px 16px`, height ~36px, rounded `{rounded.md}`.
- Used for "Download" (sticky top-nav CTA), "Get Pro", "Install" — every primary action across every surface.
- Pressed state lives in `button-primary-pressed` — background dims to `{colors.primary-pressed}`.
**`button-secondary`** — transparent text button
- Background transparent, text `{colors.on-dark}`, type `{typography.button-md}`, padding `8px 16px`, height ~36px, rounded `{rounded.md}`.
- Lower-emphasis action: "Sign in" (top nav), "Learn more →", "View on GitHub".
**`button-tertiary`** — soft surface button
- Background `{colors.surface-elevated}`, text `{colors.on-dark}`, type `{typography.button-md}`, padding `8px 16px`, height ~36px, rounded `{rounded.md}`.
- Mid-emphasis: "Watch demo", "View extension", "Manage" buttons inside cards.
**`button-disabled`**
- Background `{colors.surface-elevated}`, text `{colors.ash}` — dim utility state.
**`install-button`** — the store-page install pill
- Background transparent with 1px solid `{colors.hairline-strong}` border, text `{colors.on-dark}`, type `{typography.button-md}`, padding `6px 14px`, rounded `{rounded.md}`.
- Sits at the right edge of every store extension card with the label "Install Extension".
### Filter & Tab Chips
**`pill-tab`** + **`pill-tab-active`** — small filter chip strip
- Default: transparent background, text `{colors.body}`, type `{typography.body-sm}`, padding `4px 10px`, rounded `{rounded.full}`.
- Active: background flips to `{colors.surface-elevated}`, text `{colors.on-dark}` — the chip "lifts" by one surface notch.
- Used in the store filter row ("All Extensions", "Recently Added", "Most Popular") and similar segmented controls.
**`badge-pro`** — small Pro/Plan label
- Background `{colors.surface-elevated}`, text `{colors.on-dark-mute}`, type `{typography.caption-sm}`, padding `2px 6px`, rounded `{rounded.xs}`.
- Inline "Pro" / "Pro+" / "Free" tier indicators on pricing tier cards.
**`badge-info-soft`** — translucent info chip
- Background `{colors.accent-blue-soft}`, text `{colors.accent-blue}`, type `{typography.caption-sm}`, padding `2px 8px`, rounded `{rounded.xs}`.
- Rare "New" / "Beta" inline tag.
### Inputs & Forms
**`text-input`** + **`text-input-focused`**
- Default: background `{colors.surface-elevated}`, text `{colors.on-dark}`, 1px solid `{colors.hairline}`, type `{typography.body-md}`, padding `8px 12px`, height ~36px, rounded `{rounded.md}`.
- Focused: same surface; 1px border becomes `{colors.hairline-strong}` — a subtle brightening rather than a colored ring.
**`store-search-bar`** — the store-page search field
- Background `{colors.surface-elevated}`, text `{colors.on-dark}`, type `{typography.body-md}`, padding `10px 16px`, height ~44px, rounded `{rounded.md}`.
- Sits at the top of the store page hero with a magnifier icon at the left and "Search the store..." placeholder. Slightly taller than the standard `text-input`.
### Cards & Containers
**`command-palette-card`** — the home-page hero command-palette mockup
- Container: background `{colors.surface}`, 1px solid `{colors.hairline}`, padding 0 (the mockup contents fill the card), rounded `{rounded.lg}` or `{rounded.xl}` depending on hero size.
- Layout: top header strip with macOS traffic-light dots + a search input row, body with a vertical stack of `{component.command-palette-row}` items, bottom-right keycap hint cluster.
**`command-palette-row`** + **`command-palette-row-active`** — single row inside the command palette
- Default: transparent background, text `{colors.on-dark}` in `{typography.body-md}`, padding `6px 10px`, rounded `{rounded.sm}`.
- Active: background `{colors.surface-card}` (one notch lighter than the surrounding palette card) — the selection state.
- Each row contains a small app-icon tile + label + optional keycap shortcut at the right edge.
**`feature-card-dark`** — standard product feature card
- Container: background `{colors.surface}`, 1px solid `{colors.hairline}`, padding `{spacing.xl}` (24px), rounded `{rounded.lg}`.
- Used in 2- or 3-up grids on home and feature pages — pairs a small product mockup or app-icon row with body copy and a "Learn more →" `{component.button-secondary}`.
**`feature-card-elevated`** — slightly-elevated variant
- Same chrome as `feature-card-dark` but background flips to `{colors.surface-elevated}` — used to break visual rhythm in alternating feature rows.
**`store-extension-card`** — store-page extension card
- Container: background `{colors.surface}`, 1px solid `{colors.hairline}`, padding `{spacing.lg}` (16px), rounded `{rounded.md}`.
- Layout: 48px `{component.app-icon-tile}` at left, vertical stack of name + by-author metadata + 1-line description in the center, `{component.install-button}` at the right edge.
**`pricing-tier-card`** — pricing plan card (default tier)
- Container: background `{colors.surface}`, 1px solid `{colors.hairline}`, padding `{spacing.xl}` (24px), rounded `{rounded.lg}`.
- Layout: tier name in `{typography.heading-xl}` (24px), price in larger numeric in `{typography.display-lg}`, body description in `{typography.body-lg}`, CTA `{component.button-primary}` (or `{component.button-secondary}` for free tier), feature checklist with `✓` glyphs.
**`pricing-tier-card-featured`** — middle "Pro" featured tier
- Same chrome but background flips to `{colors.surface-elevated}` (one notch lighter) — the only visual cue distinguishing the featured tier from the surrounding cards.
**`hero-stripe-band`** — home-page hero with red stripe gradient
- Background `{colors.canvas}` with three diagonal red stripes layered across the top half (`{colors.hero-stripe-start}``{colors.hero-stripe-end}`).
- Padding `{spacing.section}` 96px vertical / 48px horizontal, rounded `{rounded.none}`.
- Carries the hero headline in `{typography.display-xl}` and a single `{component.button-primary}` "Download" CTA.
### Decorative
**`app-icon-tile`** — small 48px square app icon
- Background `{colors.surface-card}`, padding 0 (icon fills the tile), rounded `{rounded.md}`, size 48×48.
- Used in command-palette rows and store extension cards.
**`app-icon-tile-large`** — 64px feature variant
- Same but at 64×64. Used in featured store cards and home-page hero illustration rows.
**`keycap`** — keyboard shortcut glyph
- Background `{colors.surface-card}` with a subtle linear gradient `{colors.key-bg-start}``{colors.key-bg-end}`, text `{colors.body}` in `{typography.caption-md}`, padding `1px 6px`, height ~20px, rounded `{rounded.xs}`.
- Renders inline command-palette shortcut hints like `⌘ K`, `⏎`, `Esc`. The signature "physical-key" feel on a flat dark canvas.
### Navigation
**`primary-nav`**
- Background `{colors.canvas}`, text `{colors.on-dark}`, height ~56px, type `{typography.body-sm-strong}`, rounded `{rounded.none}`, with a 1px `{colors.hairline}` bottom rule.
- Layout (desktop): Raycast wordmark at left, centered nav cluster ("Pro · AI · Store · Manual · Changelog · Blog · Pricing"), right cluster (Sign in link + the always-white `{component.button-primary}` "Download" CTA pill).
**Top Nav (Mobile)**
- Hamburger menu icon at left, Raycast wordmark at center, "Download" white CTA pill at right. Primary nav collapses into a full-screen drawer that slides from the left.
### Footer
**`footer-section`**
- Background `{colors.canvas}`, text `{colors.body}` in `{typography.body-sm}`, padding `64px 48px`, with a 1px `{colors.hairline}` top rule.
- Layout: 6-column horizontal link grid (Product · Core Features · Top Extensions · Company · Community · By Raycast) with column headers in `{typography.body-sm-strong}` `{colors.on-dark}` and link lists in `{typography.body-sm}` `{colors.body}`.
- Bottom row: small Raycast wordmark + a subscribe newsletter input field with `{component.button-primary}` "Subscribe" at the right.
- The very top of the footer band has a faint red stripe-gradient repeat — a smaller echo of the hero's diagonal stripe motif.
### Inline
**`link-inline`** — body-prose anchor link
- `{colors.on-dark}` text with no underline by default; underlines on focus. Inline body links are full-white rather than a tinted accent color, which keeps the dark canvas tonally pure.
## Do's and Don'ts
### Do
- Render the entire site in one continuous dark mode. There is no light variant in the system.
- Use `{colors.primary}` (white pill) for every primary CTA. There is no second primary color — white IS the brand action.
- Build elevation from the surface-color ladder (`{colors.canvas}``{colors.surface}``{colors.surface-elevated}``{colors.surface-card}`), never from drop shadows.
- Enable `font-feature-settings: "calt", "kern", "liga", "ss03"` on the body element. The ss03 alternate `g` is part of the brand identity.
- Anchor a `{component.command-palette-card}` mockup as the hero's load-bearing visual. Real Raycast UI is the brand.
- Use `{component.keycap}` glyphs inline to indicate keyboard shortcuts. Subtle key-bg gradient (`{colors.key-bg-start}``{colors.key-bg-end}`) is the brand's only "depth" decoration.
- Reserve `{colors.hero-stripe-start}``{colors.hero-stripe-end}` red gradient for the hero band exactly once per page. Never repeat the stripe gradient deeper in the page.
- Use saturated category accents (`{colors.accent-yellow}`, `{colors.accent-red}`, `{colors.accent-green}`, `{colors.accent-blue}`) only inside extension and feature illustrations — never on chrome buttons or text.
### Don't
- Don't introduce a light mode. The system is dark-only by design.
- Don't add drop shadows on cards. Elevation is built from the surface ladder, not from shadows.
- Don't replace `{colors.primary}` (white) with a tinted accent for the primary CTA. Pure white is the brand action color.
- Don't use the saturated accent colors (`{colors.accent-yellow}`, `{colors.accent-red}`, `{colors.accent-green}`, `{colors.accent-blue}`) on text, buttons, or chrome surfaces. They belong inside extension illustrations.
- Don't repeat the hero stripe gradient outside the top hero band. The one-band rule is the system's restraint.
- Don't use Inter without the `ss03` feature flag enabled. The chrome will lose its signature voice.
- Don't pad cards with 32px+ on all sides. The system runs tight at 1624px in-card padding.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| ultrawide | 1920px+ | Content max-width holds at 1240px; outer gutters grow to ~80px |
| desktop-large | 1440px | Default — 3-up pricing grid, 2-up store extension grid |
| desktop | 1280px | Same with narrower outer gutters |
| desktop-small | 1024px | 3-up pricing collapses to 2+1; primary nav remains horizontal |
| tablet | 768px | Pricing → 1-up stacked; primary nav becomes hamburger drawer |
| mobile | 480px | Single-column everything; hero `{typography.display-xl}` scales 64px → ~36px |
| mobile-narrow | 320px | Section padding tightens to 48px |
### Touch Targets
All interactive elements meet WCAG AA at 36px+. `{component.button-primary}` and `{component.button-tertiary}` sit at 36px height with 16px padding. `{component.text-input}` sits at 36px. `{component.store-search-bar}` sits at 44px (above AAA). `{component.pill-tab}` is ~2428px height with 10px padding extending to 3640px tappable via inline padding (above AA but below AAA — intentional, the chips are compact). `{component.install-button}` sits at ~32px height with 14px padding.
### Collapsing Strategy
- **Primary nav:** desktop horizontal cluster → tablet hamburger drawer at 768px. The white "Download" CTA stays visible at every breakpoint.
- **Hero command-palette mockup:** desktop full-fidelity 2-column with copy at left + mockup at right → tablet stacks vertical with mockup below copy → mobile mockup scales down to ~80% width.
- **Store extension grid:** 2-up → 1-up at tablet.
- **Pricing tier grid:** 3-up → 2+1 at desktop-small → 1-up stacked at tablet.
- **Comparison table:** desktop full 5-column → tablet horizontal scroll → mobile vertical card stack with one tier per card.
- **Footer:** 6-up link columns → 3-up at tablet → 2-up at mobile-landscape → 1-up at mobile.
- **Section padding:** `{spacing.section}` (96px) desktop → 64px tablet → 48px mobile.
- **Hero headline:** `{typography.display-xl}` (64px) at desktop, scaling 56px / 44px / 36px down the breakpoint stack.
### Image Behavior
The only "imagery" in the system is in-product Raycast UI screenshots and small app-icon assets:
- **Command-palette mockups** scale fluidly with the container; the in-product UI itself is responsive and re-renders for each breakpoint.
- **App-icon tiles** stay at 4864px fixed size at every breakpoint; they tile in flexible rows that wrap at narrower widths.
- **Hero stripe gradient** stays at the top of the hero band at every breakpoint with the stripe angle preserved.
## Iteration Guide
1. Focus on ONE component at a time. Pull its YAML entry and verify every property resolves.
2. Reference component names and tokens directly (`{colors.primary}`, `{component.button-primary-pressed}`, `{rounded.md}`) — do not paraphrase.
3. Run `npx @google/design.md lint DESIGN.md` after edits — `broken-ref`, `contrast-ratio`, and `orphaned-tokens` warnings flag issues automatically.
4. Add new variants as separate component entries (`-pressed`, `-disabled`, `-active`) — do not bury them inside prose.
5. Default body to `{typography.body-md}` (16px / 400 / 1.6); reach for `{typography.body-strong}` for emphasis; reserve `{typography.display-xl}` strictly for the hero band.
6. Keep `{colors.primary}` (white CTA pill) scarce per viewport — at most one solid white pill per fold.
7. When introducing a new component, ask whether it can be expressed with the existing surface-ladder + 8px-radius + ss03-Inter vocabulary before adding new tokens. The system's strength is that it almost never needs new ones.
## Known Gaps
- **Mobile screenshots not captured** — responsive behavior synthesizes Raycast's mobile pattern (hamburger drawer, single-column grid, hero downscale) from desktop evidence and the breakpoint stack.
- **Hover states not documented** by system policy. Raycast's in-product app has rich hover behavior on command-palette rows that this document doesn't capture.
- **In-product app chrome** (the actual Raycast launcher running on macOS) is referenced in marketing screenshots but not documented as a separate UI system here. The marketing site is documented; the in-product app surface is its own design system.
- **Dark mode is the only mode** — no light variant exists in the captured surfaces.
- **Form validation states** beyond the focused-input border treatment are not present in the captured surfaces.
- **Authenticated chrome** (account dashboard, billing settings, team management) not in the captured pages.
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# Raycast Inspired Design System
# Raycast Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/raycast/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Renault-design-analysis
description: |
Renault's web presence pairs the freshly-modernised Renault diamond
(the 2021 flat-line rhombus mark) with a stark black-and-white canvas, a
signature Sunlight Yellow accent, and the proprietary NouvelR display
typeface. The system reads as confident, photography-first automotive — large
hero cars on neutral or atmospheric backdrops, square-edged or barely-rounded
containers, and a small disciplined palette where every coloured element is
intentional. Tile grids, full-bleed banners, and a recurring "configurator"
surface (white card, yellow accent dots, neutral product chrome) carry the
mass-market dealership tone without crossing into luxury.
colors:
primary: "#ffed00"
primary-deep: "#e6d200"
on-primary: "#000000"
ink: "#000000"
body: "#222222"
charcoal: "#333333"
mute: "#666666"
ash: "#8a8a8a"
stone: "#c4c4c4"
on-dark: "#ffffff"
on-dark-mute: "rgba(255,255,255,0.72)"
canvas: "#ffffff"
surface-soft: "#f7f7f7"
surface-card: "#ffffff"
surface-dark: "#000000"
surface-deep: "#111111"
hairline: "#f2f2f2"
hairline-strong: "#000000"
divider-dark: "rgba(255,255,255,0.16)"
badge-new: "#ffed00"
link: "#0000ee"
error: "#be6464"
warning: "#f0ad4e"
success: "#8dc572"
info: "#337ab7"
typography:
display-xl:
fontFamily: NouvelR
fontSize: 56px
fontWeight: 700
lineHeight: 0.95
letterSpacing: 0
display-lg:
fontFamily: NouvelR
fontSize: 40px
fontWeight: 700
lineHeight: 0.95
letterSpacing: 0
display-md:
fontFamily: NouvelR
fontSize: 32px
fontWeight: 700
lineHeight: 0.95
letterSpacing: 0
heading-lg:
fontFamily: NouvelR
fontSize: 24px
fontWeight: 700
lineHeight: 0.95
letterSpacing: 0
heading-md:
fontFamily: NouvelR
fontSize: 20px
fontWeight: 700
lineHeight: 0.95
letterSpacing: 0
heading-sm:
fontFamily: NouvelR
fontSize: 18px
fontWeight: 700
lineHeight: 1.0
letterSpacing: 0
subtitle:
fontFamily: NouvelR
fontSize: 19.2px
fontWeight: 600
lineHeight: 1.3
letterSpacing: 0
body-lg:
fontFamily: NouvelR
fontSize: 18px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
body-md:
fontFamily: NouvelR
fontSize: 16px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
body-sm:
fontFamily: NouvelR
fontSize: 14px
fontWeight: 400
lineHeight: 1.57
letterSpacing: 0
button-lg:
fontFamily: NouvelR
fontSize: 16px
fontWeight: 700
lineHeight: 1.0
letterSpacing: 0
button-md:
fontFamily: NouvelR
fontSize: 14.4px
fontWeight: 700
lineHeight: 1.0
letterSpacing: 0.144px
button-sm:
fontFamily: NouvelR
fontSize: 13px
fontWeight: 600
lineHeight: 1.2
letterSpacing: 0.13px
caption:
fontFamily: NouvelR
fontSize: 12px
fontWeight: 400
lineHeight: 1.4
letterSpacing: 0
overline:
fontFamily: NouvelR
fontSize: 10px
fontWeight: 700
lineHeight: 1.45
letterSpacing: 0
rounded:
none: 0px
xs: 2px
sm: 3px
md: 4px
pill: 46px
full: 9999px
spacing:
xxs: 4px
xs: 8px
sm: 12px
md: 16px
lg: 20px
xl: 24px
xxl: 32px
xxxl: 40px
section: 80px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.xs}"
padding: 14px 24px
height: 48px
button-primary-pressed:
backgroundColor: "{colors.primary-deep}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.xs}"
button-secondary-dark:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.button-md}"
rounded: "{rounded.xs}"
padding: 14px 24px
button-outline-dark:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.xs}"
padding: 13px 23px
button-outline-light:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.button-md}"
rounded: "{rounded.xs}"
padding: 13px 23px
button-pill:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-sm}"
rounded: "{rounded.pill}"
padding: 8px 16px
height: 36px
button-icon-square:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.xs}"
size: 40px
text-input:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.none}"
padding: 12px 16px
height: 48px
hero-banner:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
rounded: "{rounded.none}"
padding: 0
promo-tile-light:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.heading-lg}"
rounded: "{rounded.none}"
padding: 32px
promo-tile-dark:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.heading-lg}"
rounded: "{rounded.none}"
padding: 32px
promo-tile-yellow:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.heading-lg}"
rounded: "{rounded.none}"
padding: 32px
vehicle-card:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
rounded: "{rounded.none}"
padding: 0
configurator-row:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.none}"
padding: 24px 0
configurator-swatch:
backgroundColor: "{colors.surface-soft}"
rounded: "{rounded.full}"
size: 56px
badge-new:
backgroundColor: "{colors.badge-new}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 6px 14px
nav-bar:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.none}"
height: 60px
sub-nav-pill:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-sm}"
rounded: "{rounded.pill}"
padding: 8px 16px
footer:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.body-sm}"
rounded: "{rounded.none}"
padding: 64px 24px
---
## Overview
Renault's Turkish marketing surfaces are unapologetically high-contrast: a
white canvas for browsing, a black canvas for product storytelling, and a
single Sunlight Yellow accent (`{colors.primary}``#ffed00`) reserved for
the most consequential actions. The brand's modernised flat diamond logo sets
the tone — geometric, confident, slightly industrial — and the system follows
suit. Square corners dominate, hairline borders are rare, and elevation is
expressed through colour blocking rather than shadow.
The typography is monolithic. Every text on the site is set in **NouvelR**,
Renault's bespoke display family, with a strong preference for weight 700 at
display sizes (with a tight `lineHeight: 0.95`) and weight 400 for body. There
is no secondary serif, no decorative italic, no script — the discipline is
the signature.
Page rhythm cycles between three surface modes: a **white catalogue mode** for
listings and configurators (`{colors.canvas}` with hairline-thin
`{colors.hairline}` dividers), a **black storytelling mode** for hero
sections, lifestyle imagery, and the lower half of campaign pages, and brief
**yellow accent moments** (`{colors.primary}` tiles, "NEW" badges, R5-coded
yellow paint shots) that punctuate the otherwise neutral palette.
**Key Characteristics:**
- Two-tone canvas system — `{colors.canvas}` (white) for browsing, `{colors.surface-dark}` (black) for storytelling — switched in full-bleed bands rather than subtle gradations.
- A single brand accent — `{colors.primary}` Sunlight Yellow — used scarcely on primary CTAs, "NEW" badges, R5 hero photography, and configurator dot indicators.
- **NouvelR everywhere**, with `{typography.display-xl}` headlines at 56px / weight 700 / `lineHeight: 0.95` so condensed multi-line headlines stack cleanly.
- Square geometry: `{rounded.xs}` (2px) on buttons, `{rounded.none}` on tiles and product cards, `{rounded.pill}` reserved exclusively for sub-nav chips and decorative badges.
- Photography-first product tiles — vehicle photos full-bleed inside otherwise neutral cards, with copy stacked beneath rather than overlaid.
- Page-level rhythm cycles white → black → yellow accent → black, with the wordmark and footer always closing on `{colors.surface-dark}`.
## Colors
### Brand & Accent
- **Sunlight Yellow** (`{colors.primary}``#ffed00`): the brand accent. Reserved for primary CTAs, "NEW" / "yeni" badges, configurator dot indicators, and full-bleed promotional tiles. Never decorative.
- **Sunlight Yellow Pressed** (`{colors.primary-deep}``#e6d200`): the active/pressed state of `{colors.primary}` buttons and tiles.
- **On-Primary** (`{colors.on-primary}``#000000`): label colour on top of `{colors.primary}` surfaces. Yellow always pairs with black text — never white.
### Surface
- **Canvas** (`{colors.canvas}``#ffffff`): the default page background and card surface.
- **Surface Soft** (`{colors.surface-soft}``#f7f7f7`): subtle elevation step for grouped configurator rows and inactive form fields.
- **Surface Dark** (`{colors.surface-dark}``#000000`): the alternate canvas, used for hero bands, footer, and full-bleed storytelling sections.
- **Surface Deep** (`{colors.surface-deep}``#111111`): a one-step-up elevation inside `{colors.surface-dark}` regions for inset cards and form panels.
- **Hairline** (`{colors.hairline}``#f2f2f2`): the soft 1px divider between rows on white surfaces.
- **Hairline Strong** (`{colors.hairline-strong}``#000000`): full-strength dividers on white, plus all card / button outlines.
- **Divider Dark** (`{colors.divider-dark}``rgba(255,255,255,0.16)`): the corresponding low-contrast divider used inside `{colors.surface-dark}` regions.
### Text
- **Ink** (`{colors.ink}``#000000`): primary text colour on white surfaces. The same value also drives logos, icons, and outline borders — black is structural, not decorative.
- **Body** (`{colors.body}``#222222`): secondary body text where pure black would feel too heavy in long paragraphs.
- **Charcoal** (`{colors.charcoal}``#333333`): captions, metadata, and small labels.
- **Mute** (`{colors.mute}``#666666`): supporting text and inactive nav labels.
- **Ash** (`{colors.ash}``#8a8a8a`): placeholder text, disabled labels.
- **Stone** (`{colors.stone}``#c4c4c4`): disabled-state foreground.
- **On-Dark** (`{colors.on-dark}``#ffffff`): primary text on `{colors.surface-dark}` surfaces.
- **On-Dark Mute** (`{colors.on-dark-mute}``rgba(255,255,255,0.72)`): secondary text in dark regions; preserves the brand's high-contrast feel without resorting to mid-grey.
### Semantic
- **Error** (`{colors.error}``#be6464`): muted desaturated red used for inline form errors. Notably warmer than typical pure-red error states.
- **Warning** (`{colors.warning}``#f0ad4e`): amber alert.
- **Success** (`{colors.success}``#8dc572`): muted green confirmation.
- **Info** (`{colors.info}``#337ab7`): a desaturated mid-blue used in informational chips.
- **Link** (`{colors.link}``#0000ee`): the unstyled-anchor default kept for fallback inline text links — production links inherit `{colors.ink}` and rely on underline/weight rather than colour.
## Typography
### Font Family
The entire system is set in **NouvelR**, Renault's proprietary display
family, used across navigation, headlines, body, captions, and button
labels. The family carries a slightly geometric, semi-condensed personality
with tall x-heights and squared apexes that pair naturally with the diamond
logomark.
When NouvelR cannot be licensed, suitable open-source substitutes include
**Inter Tight**, **Manrope**, or **HK Grotesk Semi Condensed** — all share
the geometric-with-warmth feel and adapt cleanly to weights 400 / 600 / 700.
Tighten `lineHeight` on display sizes to ~0.95 to match the original; do not
relax it.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xl}` | 56px | 700 | 0.95 | 0 | Hero headlines, campaign titles ("E-TECH ELEKTRİKLİ", "REVOLUTION"). |
| `{typography.display-lg}` | 40px | 700 | 0.95 | 0 | Secondary section titles. |
| `{typography.display-md}` | 32px | 700 | 0.95 | 0 | Page-level H1 on sub-pages and configurator panels. |
| `{typography.heading-lg}` | 24px | 700 | 0.95 | 0 | Section headers, card titles. |
| `{typography.heading-md}` | 20px | 700 | 0.95 | 0 | Sub-section headers, prominent labels. |
| `{typography.heading-sm}` | 18px | 700 | 1.0 | 0 | Tile titles, list group headers. |
| `{typography.subtitle}` | 19.2px | 600 | 1.3 | 0 | Lead paragraphs, hero subtitles. |
| `{typography.body-lg}` | 18px | 400 | 1.5 | 0 | Long-form body. |
| `{typography.body-md}` | 16px | 400 | 1.4 | 0 | Default body and form fields. |
| `{typography.body-sm}` | 14px | 400 | 1.57 | 0 | Captions, metadata. |
| `{typography.button-lg}` | 16px | 700 | 1.0 | 0 | Large CTAs in hero bands. |
| `{typography.button-md}` | 14.4px | 700 | 1.0 | 0.144px | Default button label across the system. |
| `{typography.button-sm}` | 13px | 600 | 1.2 | 0.13px | Sub-nav pills, small in-card actions. |
| `{typography.caption}` | 12px | 400 | 1.4 | 0 | Footer disclosure, regulatory text. |
| `{typography.overline}` | 10px | 700 | 1.45 | 0 | Short uppercase labels above titles. |
### Principles
- Display sizes always weight 700, always at `lineHeight: 0.95`. The tightness is what makes the brand feel confident rather than corporate.
- Body copy stays at weight 400 — never 500. The contrast between body and display is part of the system.
- Button labels carry a tiny positive letter-spacing (`0.144px` on `{typography.button-md}`) — almost imperceptible, but it adds the small bit of mechanical precision the brand wants on CTAs.
- No italics, no script, no decorative ligatures.
### Note on Font Substitutes
NouvelR is licensed; substitutes (Inter Tight / Manrope / HK Grotesk Semi
Condensed) preserve the geometric character but typically render with
slightly looser line heights at display sizes — clamp display
`lineHeight` to 0.95 explicitly to match the source.
## Layout
### Spacing System
- **Base unit**: 4px, with the working scale built on multiples of 4 and 8.
- **Tokens**: `{spacing.xxs}` 4px · `{spacing.xs}` 8px · `{spacing.sm}` 12px · `{spacing.md}` 16px · `{spacing.lg}` 20px · `{spacing.xl}` 24px · `{spacing.xxl}` 32px · `{spacing.xxxl}` 40px · `{spacing.section}` 80px.
- Section padding (full-bleed band → next band): `{spacing.section}` (80px) on desktop, collapsing to `{spacing.xxxl}` (40px) on mobile.
- Promo-tile internal padding: `{spacing.xxl}` (32px) all sides on desktop.
- Configurator row vertical padding: `{spacing.xl}` (24px) top/bottom with hairline divider between rows.
### Grid & Container
- **Max content width** ≈ 1440px. Beyond that, content remains centred and the dark/light bands extend full-bleed.
- **Promo grid** on the homepage: a 2-column tile grid on desktop, dropping to 1-up on mobile. Each tile is square-cornered (`{rounded.none}`) with the photography or solid colour as the background.
- **Vehicle range grids**: 3 to 4 cars per row at desktop, collapsing 2-up at tablet and 1-up at small mobile.
- **Configurator** uses a fixed left visualisation pane (~60% width) with a right-hand scrolling option list (~40% width) on desktop.
### Whitespace Philosophy
- Whitespace is structural, not decorative. Sections are separated by colour-blocking (white → black) rather than soft padding ramps.
- Inside cards and configurator rows, padding is generous but never airy — the brand is mass-market, so density is acceptable.
- Hairline `{colors.hairline}` dividers on white surfaces create the sense of catalogue precision; on dark surfaces, `{colors.divider-dark}` carries the same role.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 — flat | No shadow, no border | Default page surface, full-bleed bands. |
| 1 — outline | 1px solid `{colors.hairline-strong}` or `{colors.hairline}` | Promo tiles on light, vehicle cards, configurator panels. |
| 2 — colour-blocked elevation | Surface colour shift (e.g. `{colors.canvas}` card sitting inside a `{colors.surface-soft}` band) | Configurator detail cards, related-content rows. |
| 3 — dark inversion | Card swaps to `{colors.surface-dark}` against a `{colors.canvas}` band | "Ticari araç" hero promo tiles, lifestyle storytelling cards. |
Drop shadows are extracted from the system but rarely visible on the marketing
surfaces. When they appear, they are very subtle (~10% opacity, 24px blur)
and used on floating elements like the configurator's sticky summary bar.
### Decorative Depth
- The R5 hero band uses an atmospheric mesh-gradient backdrop — purple-to-pink-to-yellow glow behind the car silhouette — that acts as the only true atmospheric depth in the system. Everywhere else, depth is structural (colour-blocking + outlines), not atmospheric.
- E-TECH electric powertrain pages use a luminous magenta-to-violet gradient behind cutaway diagrams, reserved for the electric sub-brand.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Tiles, vehicle cards, dividers, banner bands, full-bleed images. |
| `{rounded.xs}` | 2px | Default buttons (primary yellow, secondary black, outline). |
| `{rounded.sm}` | 3px | Tab panels, small chips. |
| `{rounded.md}` | 4px | Form labels, inline tags. |
| `{rounded.pill}` | 46px | Sub-nav pills, "yeni" / "NEW" badges, decorative carousel chips. |
| `{rounded.full}` | 9999px | Configurator colour swatches, avatar dots. |
### Photography Geometry
- Vehicle photography is **always square-cornered** (`{rounded.none}`). No rounded vehicle hero shots, no soft-edged car cards.
- Aspect ratios cluster around **16:9** (hero bands), **1:1** (square promo tiles), and **4:3** (vehicle range cards). Lifestyle imagery sometimes runs **2:1 wide** for full-bleed bands.
- Avatars and small profile cues — when present — use `{rounded.full}` circles to contrast with the otherwise square geometry.
## Components
### Buttons
**`button-primary`** — yellow CTA
- Background `{colors.primary}`, label `{colors.on-primary}`, type `{typography.button-md}`, padding `14px 24px`, `rounded: {rounded.xs}`.
- The single most important action on a page (e.g. "Hemen randevu al", "Hesapla", "Konfigüratörü başlat").
- Pressed state lives in `button-primary-pressed` (background `{colors.primary-deep}`).
**`button-secondary-dark`** — solid black CTA
- Background `{colors.surface-dark}`, label `{colors.on-dark}`, type `{typography.button-md}`, `rounded: {rounded.xs}`.
- Equal-weight secondary action paired with `{component.button-primary}`, or the primary action when used on a yellow tile background.
**`button-outline-dark`** — outlined CTA on light
- Background `{colors.canvas}`, label `{colors.ink}`, 1px solid `{colors.hairline-strong}`, type `{typography.button-md}`, `rounded: {rounded.xs}`.
- Tertiary action; appears alongside primary/secondary for "Detayları gör", "Modeller", etc.
**`button-outline-light`** — outlined CTA on dark
- Background `{colors.surface-dark}`, label `{colors.on-dark}`, 1px solid `{colors.on-dark}`, type `{typography.button-md}`, `rounded: {rounded.xs}`.
- The dark-canvas counterpart to `{component.button-outline-dark}`.
**`button-pill`** — sub-nav chip
- Background `{colors.canvas}`, label `{colors.ink}`, 1px solid `{colors.hairline-strong}`, type `{typography.button-sm}`, `rounded: {rounded.pill}`, height 36px.
- The only place the system uses a pill — for top-level filter chips ("Servis & randevu", "Sahiplik dönemi geçişi", "Kampanyalar") and configurator tab switches.
**`button-icon-square`** — small icon button
- Background `{colors.canvas}`, 1px solid `{colors.hairline-strong}`, `rounded: {rounded.xs}`, 40×40px square.
- Carousel arrows, share, language switcher.
### Cards & Containers
**`promo-tile-light`** — white promo tile
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.heading-lg}`, padding `{spacing.xxl}`, `rounded: {rounded.none}`.
- Used in the homepage 2-up grid for "Hybrid araç modelleri", "binek araç satış kampanyaları" tiles.
**`promo-tile-dark`** — black promo tile
- Background `{colors.surface-dark}`, text `{colors.on-dark}`, type `{typography.heading-lg}`, padding `{spacing.xxl}`, `rounded: {rounded.none}`.
- Lifestyle / commercial-vehicle storytelling tiles ("ticari araç satış kampanyaları").
**`promo-tile-yellow`** — accent promo tile
- Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.heading-lg}`, padding `{spacing.xxl}`, `rounded: {rounded.none}`.
- The single "PARLAK SARI" / "Sunlight Yellow" attention tile that anchors a campaign band. Reserved — usually one per page maximum.
**`vehicle-card`** — car listing card
- Background `{colors.canvas}`, full-bleed product photography on top, text below, `rounded: {rounded.none}`, no outer border.
- Includes vehicle name (`{typography.heading-md}`), variant subtitle (`{typography.body-sm}`), and a single trailing arrow icon.
**`hero-banner`** — full-bleed hero
- Background `{colors.surface-dark}` with full-bleed photo or atmospheric gradient, content stacked left, type `{typography.display-xl}` for the title.
- "SCENIC E-TECH ELEKTRİKLİ" hero on the homepage.
### Inputs & Forms
**`text-input`** — default input
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.body-md}`, 1px bottom border `{colors.hairline-strong}`, `rounded: {rounded.none}`, padding `{spacing.sm} {spacing.md}`, height 48px.
- Inputs intentionally minimal — borderless on top and sides, single hairline at the bottom — keeping the catalogue feel.
### Configurator
**`configurator-row`** — option list row
- Background `{colors.canvas}`, separator hairline `{colors.hairline}` between rows, padding `{spacing.xl}` top/bottom, type `{typography.body-md}`.
- Right-side scrolling list on the configurator: "kasa tipi", "motor seçimi", "versiyon seçimi", "renk seçenekleri", etc.
**`configurator-swatch`** — circular colour pick
- Background `{colors.surface-soft}` (or the actual car colour), `rounded: {rounded.full}`, 56×56px.
- Used for paint colour selection. Active state adds a 1px solid `{colors.hairline-strong}` ring.
### Navigation
**`nav-bar`** — top nav (desktop)
- Background `{colors.canvas}`, type `{typography.button-md}`, height 60px, hairline `{colors.hairline}` bottom border.
- Left: diamond logomark. Centre: top-level nav ("Modeller", "Hizmetler", "Renault Yaşamı", "MyRenault"). Right: language switcher + login icon.
**`nav-bar`** (mobile)
- Same height 60px, collapses centre nav into a hamburger icon. Logo stays left, login stays right.
**`sub-nav-pill`** — pill-style sub-nav
- Pill chips set in a horizontal scroll bar between hero and content body (e.g. "Servis & randevu", "Sahiplik dönemi geçişi", "Kampanyalar"), `{component.button-pill}` styling.
### Signature Components
**`badge-new`** — "yeni" badge
- Background `{colors.primary}`, label `{colors.on-primary}`, type `{typography.button-md}`, `rounded: {rounded.full}`, padding `6px 14px`.
- Anchored on the bottom-left of new vehicle cards.
**`footer`** — global footer
- Background `{colors.surface-dark}`, text `{colors.on-dark}`, type `{typography.body-sm}`, padding `64px 24px`.
- Three-column legal/quick-links/locale grid above a single-line copyright row separated by `{colors.divider-dark}`.
## Do's and Don'ts
### Do
- Reserve `{colors.primary}` exclusively for primary CTAs, "yeni"/"NEW" badges, and at most one accent promo tile per band — `{component.promo-tile-yellow}` is intentionally rare.
- Pair `{colors.primary}` only with `{colors.on-primary}` text. Yellow + white is forbidden.
- Set everything in **NouvelR** — no secondary serif, no script, no decorative italic.
- Hold display headlines at `{typography.display-xl}` weight 700 with `lineHeight: 0.95` so they stack tightly on multi-line wraps.
- Use `{rounded.xs}` (2px) on every standard button — the near-flat corner is part of the brand.
- Switch full bands between `{colors.canvas}` and `{colors.surface-dark}` for storytelling rhythm. Avoid mid-greys as section backgrounds.
- Show vehicle photography full-bleed inside `{component.vehicle-card}` with copy stacked beneath, never overlaid.
- Use `{component.sub-nav-pill}` (`{rounded.pill}`) only for sub-nav and small filter rows — never for primary CTAs.
### Don't
- Don't introduce a secondary accent colour. Yellow is the only brand accent; semantic colours (`{colors.error}`, `{colors.success}`, `{colors.warning}`) are functional, not decorative.
- Don't round vehicle cards or promo tiles. Square-cornered photography is core to the brand expression.
- Don't soften body weights to 500 or 600 — the system relies on the 400 / 700 contrast.
- Don't apply `{colors.primary}` to body text or large surfaces beyond the single accent tile per band.
- Don't add atmospheric gradient washes outside the dedicated R5 / E-TECH hero contexts.
- Don't pair light grey text on white. Body text steps through `{colors.body}`, `{colors.charcoal}`, `{colors.mute}``{colors.ash}` and `{colors.stone}` are reserved for placeholders and disabled states.
- Don't add drop shadows to vehicle cards or promo tiles — the system is shadow-free at the catalogue level.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Desktop XL | ≥ 1440px | Full max-width container, 34 column vehicle grid, 2-up promo tile grid. |
| Desktop | 12801439px | Same layout, container shrinks to viewport with `{spacing.xl}` side padding. |
| Tablet Large | 10241279px | Vehicle grid drops to 3-up, configurator left/right panes resize to 55/45. |
| Tablet | 7681023px | Promo tile grid collapses to 2-up, sub-nav pills become horizontal scroll. |
| Mobile Large | 426767px | Vehicle grid 2-up, configurator switches to stacked panes (visualisation on top, options below), nav collapses to hamburger. |
| Mobile | ≤ 425px | All grids 1-up, hero `{typography.display-xl}` clamps to ~40px, section padding `{spacing.section}` collapses to `{spacing.xxxl}`. |
### Touch Targets
- All buttons ship at minimum 44×44px on mobile; default `{component.button-primary}` is 48px tall, comfortably exceeding WCAG AAA.
- `{component.sub-nav-pill}` (36px) is bumped to 40px tall on mobile via increased vertical padding.
- `{component.button-icon-square}` (40px) sits at the WCAG AA minimum and remains tappable, but should grow to 44px when used as a primary navigation control.
### Collapsing Strategy
- Top-level nav collapses to hamburger at < 1024px; the logo and login icon stay anchored.
- 2-up promo grid collapses to 1-up at < 768px; tile padding shrinks from `{spacing.xxl}` to `{spacing.lg}`.
- Configurator switches from side-by-side to stacked at < 1024px, with the visualisation pinned to the top of the viewport on scroll.
- Display headlines clamp: `{typography.display-xl}` 56px → 40px → 32px across the breakpoint ladder.
- Sub-nav pills convert from a wrap row to a horizontal scroll-rail at < 768px.
### Image Behavior
- Vehicle photography is served at 1.5× and 2× DPR; below 768px, the system swaps to a portrait-oriented composition where art direction allows.
- Hero atmospheric gradients (R5, E-TECH) load lazily after primary content; they are not blocking.
- Lifestyle / commercial photography in `{component.promo-tile-dark}` keeps the same 16:9 framing across breakpoints, cropping inward rather than letterboxing.
## Iteration Guide
1. Focus on ONE component at a time. Most components share `{rounded.xs}`, `{colors.canvas}` / `{colors.surface-dark}`, and NouvelR — only the role-specific tokens (`{colors.primary}`, `{component.promo-tile-yellow}`) shift between variants.
2. Reference component names and tokens directly (`{colors.primary}`, `{component.button-primary-pressed}`, `{rounded.pill}`) — do not paraphrase.
3. Run `npx @google/design.md lint DESIGN.md` after edits; the orphaned-tokens warning will catch unused entries before they ship.
4. Add new variants as separate entries (`-pressed`, `-disabled`, `-outline`) — do not bury them in prose.
5. Default body type to `{typography.body-md}`; reach for `{typography.subtitle}` only on hero subtitles and lead paragraphs.
6. Keep `{colors.primary}` scarce — if more than one yellow element appears per viewport, ask whether one of them should drop to `{colors.surface-dark}` or `{colors.canvas}` instead.
## Known Gaps
- Active/pressed visual states are not consistently observable in static surfaces; `button-primary-pressed` documents the extracted darkened-yellow value, but no other component has a pressed variant promoted to the YAML.
- Drop-shadow values exist in the extracted tokens but are rarely surfaced visually; only the configurator's sticky summary bar uses them on the captured pages.
- The MyRenault application surfaces (logged-in product) are out of scope for this extraction — only the public marketing canvas is documented.
- Form-field focus styling is not extracted; the system likely relies on a thicker bottom border at `{colors.ink}`, but this is not visually confirmed on the captured pages.
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# Renault Inspired Design System
# Renault Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/renault/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Replicate-design-analysis
description: |
Replicate's marketing surfaces pair the warm-cream developer-tools aesthetic
of an indie ML playground with a confident hot-orange brand accent and a
signature display typeface (rb-freigeist-neue) sized aggressively large at
72px+. The system reads as "AI lab notebook crossed with print magazine":
cream and bone surfaces, dark ink type, monospace code wells, irregular
hand-drawn-feeling diagrams, and a rich orange used scarcely on the most
consequential CTA. Photography of contributors and example outputs is
square-ish with mid-radius corners; everything else is borderless or hairline.
colors:
primary: "#ea2804"
primary-deep: "#c01f00"
on-primary: "#ffffff"
ink: "#202020"
body: "#3a3a3a"
charcoal: "#575757"
mute: "#646464"
ash: "#8d8d8d"
stone: "#bbbbbb"
on-dark: "#fcfcfc"
on-dark-mute: "rgba(252,252,252,0.72)"
canvas: "#f9f7f3"
surface-bone: "#f3f0e8"
surface-card: "#ffffff"
surface-dark: "#202020"
surface-deep: "#000000"
hairline: "rgba(32,32,32,0.12)"
hairline-strong: "#202020"
divider-dark: "rgba(255,255,255,0.2)"
hero-warm: "#ea2804"
hero-glow: "#ff6a3d"
hero-pink: "#f4a8a0"
badge-success: "#2b9a66"
link: "#ea2804"
ring-focus: "rgba(59,130,246,0.5)"
github-dark: "#24292e"
typography:
display-xxl:
fontFamily: rb-freigeist-neue
fontSize: 128px
fontWeight: 700
lineHeight: 1.0
letterSpacing: -3px
display-xl:
fontFamily: rb-freigeist-neue
fontSize: 72px
fontWeight: 700
lineHeight: 1.0
letterSpacing: -1.8px
display-lg:
fontFamily: rb-freigeist-neue
fontSize: 48px
fontWeight: 700
lineHeight: 1.0
letterSpacing: -1px
display-md:
fontFamily: rb-freigeist-neue
fontSize: 30px
fontWeight: 600
lineHeight: 1.2
letterSpacing: -0.5px
heading-lg:
fontFamily: basier-square
fontSize: 38.4px
fontWeight: 600
lineHeight: 0.83
letterSpacing: -0.5px
heading-md:
fontFamily: basier-square
fontSize: 24px
fontWeight: 600
lineHeight: 1.33
letterSpacing: -0.35px
heading-sm:
fontFamily: basier-square
fontSize: 20px
fontWeight: 600
lineHeight: 1.4
letterSpacing: -0.3px
subtitle:
fontFamily: rb-freigeist-neue
fontSize: 18px
fontWeight: 600
lineHeight: 1.56
letterSpacing: 0
body-lg:
fontFamily: basier-square
fontSize: 18px
fontWeight: 400
lineHeight: 1.56
letterSpacing: 0
body-md:
fontFamily: basier-square
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
body-sm:
fontFamily: basier-square
fontSize: 14px
fontWeight: 400
lineHeight: 1.43
letterSpacing: 0
button-md:
fontFamily: basier-square
fontSize: 16px
fontWeight: 600
lineHeight: 1.0
letterSpacing: 0
button-sm:
fontFamily: basier-square
fontSize: 14px
fontWeight: 600
lineHeight: 1.0
letterSpacing: 0
caption:
fontFamily: basier-square
fontSize: 12px
fontWeight: 400
lineHeight: 1.33
letterSpacing: 0
caption-tight:
fontFamily: basier-square
fontSize: 14px
fontWeight: 600
lineHeight: 1.43
letterSpacing: -0.35px
code-md:
fontFamily: jetbrains-mono
fontSize: 14px
fontWeight: 400
lineHeight: 1.43
letterSpacing: 0
code-sm:
fontFamily: jetbrains-mono
fontSize: 11px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0
rounded:
none: 0px
xs: 4px
sm: 6px
md: 10px
lg: 16px
full: 9999px
spacing:
xxs: 2px
xs: 4px
sm: 8px
md: 12px
lg: 16px
xl: 24px
xxl: 32px
xxxl: 48px
section: 96px
band: 160px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 12px 24px
height: 44px
button-primary-pressed:
backgroundColor: "{colors.primary-deep}"
textColor: "{colors.on-primary}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
button-dark:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 12px 24px
height: 44px
button-outline:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 11px 23px
height: 44px
button-ghost:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 8px 16px
height: 36px
button-icon:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
size: 36px
text-input:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.full}"
padding: 12px 20px
height: 44px
hero-band:
backgroundColor: "{colors.hero-warm}"
textColor: "{colors.on-dark}"
typography: "{typography.display-xl}"
rounded: "{rounded.none}"
padding: 96px 32px
model-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 16px
collection-tile:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.heading-md}"
rounded: "{rounded.md}"
padding: 24px
pricing-tier:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 32px
pricing-tier-featured:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 32px
code-block:
backgroundColor: "{colors.surface-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.code-md}"
rounded: "{rounded.md}"
padding: 24px
code-tab:
backgroundColor: "{colors.surface-deep}"
textColor: "{colors.on-dark-mute}"
typography: "{typography.code-sm}"
rounded: "{rounded.xs}"
padding: 6px 12px
badge-status:
backgroundColor: "{colors.badge-success}"
textColor: "{colors.on-dark}"
typography: "{typography.caption}"
rounded: "{rounded.full}"
padding: 4px 10px
badge-tag:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.caption}"
rounded: "{rounded.full}"
padding: 4px 10px
nav-bar:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-sm}"
rounded: "{rounded.none}"
height: 60px
sub-nav-pill:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.button-sm}"
rounded: "{rounded.full}"
padding: 6px 14px
contributor-avatar:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
rounded: "{rounded.full}"
size: 40px
footer:
backgroundColor: "{colors.surface-deep}"
textColor: "{colors.on-dark}"
typography: "{typography.body-sm}"
rounded: "{rounded.none}"
padding: 64px 32px
---
## Overview
Replicate is a developer-tools platform with the soul of an art zine. The
public marketing surfaces sit on a warm cream canvas (`{colors.canvas}`
`#f9f7f3`) rather than the white-or-near-black default of typical AI
infrastructure sites, and that single decision colours everything else:
photography reads as editorial, code wells read as printed pull-quotes, and
the brand orange (`{colors.primary}``#ea2804`) feels like a stamp rather
than a notification.
The typography is the load-bearing decoration. **rb-freigeist-neue** — a
heavy, slightly condensed grotesque — appears at sizes up to 128px in hero
bands, with a tight `lineHeight: 1.0` and negative letter-spacing that lets
multi-line headlines pack into geometric blocks. The companion family,
**basier-square**, takes care of body, button labels, and metadata in the
1418px range. **JetBrains Mono** carries every code well, command, and
example. Three families, three jobs, no overlap.
Page rhythm cycles between a default cream canvas, a bold full-bleed orange
hero band, and a `{colors.surface-dark}` (`#202020`) section that hosts the
code stories — the "how it works" walkthrough. Curves are intentional and
soft: every interactive surface (buttons, inputs, tags, avatars) uses
`{rounded.full}`, while content cards and code wells step up to `{rounded.md}`
or `{rounded.lg}`. There are no sharp corners on Replicate; the system reads
as friendly precision.
**Key Characteristics:**
- A warm cream canvas (`{colors.canvas}``#f9f7f3`) replaces the typical white background, paired with `{colors.surface-bone}` for inset cards.
- Hot orange (`{colors.primary}``#ea2804`) is reserved for the primary CTA, the hero band, and inline link colour. Never decorative.
- Display headlines run massive — `{typography.display-xxl}` at 128px in hero bands and `{typography.display-xl}` at 72px on section openers — with tight `lineHeight: 1.0` and negative letter-spacing.
- Three-family typography stack: `rb-freigeist-neue` for display, `basier-square` for UI/body, `jetbrains-mono` for code.
- Every interactive element is fully rounded (`{rounded.full}` 9999px) — buttons, inputs, badges, avatars — while content cards step to `{rounded.md}` 10px.
- Dark code wells (`{colors.surface-dark}` background) sit inside the cream canvas as full-bleed reading surfaces, mimicking print pull-quotes.
- Section rhythm: cream → orange hero → cream → dark code-story band → cream → black footer.
## Colors
### Brand & Accent
- **Replicate Orange** (`{colors.primary}``#ea2804`): the brand accent. Reserved for the primary CTA, hero band background, and inline link colour. Treat as a stamp — one orange element per viewport at most.
- **Orange Pressed** (`{colors.primary-deep}``#c01f00`): the active/pressed state of `{colors.primary}` — used on `{component.button-primary-pressed}`.
- **Hero Glow** (`{colors.hero-glow}``#ff6a3d`): the lighter orange that appears in the radial atmospheric mesh behind the hero copy.
- **Hero Pink** (`{colors.hero-pink}``#f4a8a0`): a warm pink wash that softens the bottom edge of the hero band before it transitions to cream.
- **On-Primary** (`{colors.on-primary}``#ffffff`): label colour on top of `{colors.primary}` surfaces.
### Surface
- **Canvas** (`{colors.canvas}``#f9f7f3`): the default page background. Warm cream, never pure white.
- **Surface Bone** (`{colors.surface-bone}``#f3f0e8`): a half-step deeper cream used for inset card groups and feature bands.
- **Surface Card** (`{colors.surface-card}``#ffffff`): pure white for individual model cards, search inputs, and pricing tiers — the only place white appears.
- **Surface Dark** (`{colors.surface-dark}``#202020`): code wells, featured pricing tier, and the "how it works" walkthrough band.
- **Surface Deep** (`{colors.surface-deep}``#000000`): footer canvas and the inset code-tab strip inside `{component.code-block}`.
- **Hairline** (`{colors.hairline}``rgba(32,32,32,0.12)`): low-contrast 1px dividers on cream surfaces.
- **Hairline Strong** (`{colors.hairline-strong}``#202020`): button outlines, focused inputs, and structural separators.
### Text
- **Ink** (`{colors.ink}``#202020`): primary text colour. Notably warmer than `#000000`, matching the cream canvas.
- **Body** (`{colors.body}``#3a3a3a`): long-form body copy where ink would feel too heavy at 18px+ line lengths.
- **Charcoal** (`{colors.charcoal}``#575757`): captions, metadata, secondary nav.
- **Mute** (`{colors.mute}``#646464`): supporting text and inactive labels.
- **Ash** (`{colors.ash}``#8d8d8d`): tertiary text, placeholder copy.
- **Stone** (`{colors.stone}``#bbbbbb`): disabled foreground, neutral icon outlines.
- **On-Dark** (`{colors.on-dark}``#fcfcfc`): primary text on `{colors.surface-dark}` and `{colors.surface-deep}`.
- **On-Dark Mute** (`{colors.on-dark-mute}``rgba(252,252,252,0.72)`): secondary text in dark regions; preserves the off-white feel without pure white pop.
### Semantic
- **Success** (`{colors.badge-success}``#2b9a66`): inline success badges and "running" status pills on model cards.
- **Link** (`{colors.link}``#ea2804`): inline link colour — same as primary orange, intentionally pulling links into the brand accent.
- **Focus Ring** (`{colors.ring-focus}``rgba(59,130,246,0.5)`): the default focus ring on interactive elements.
- **GitHub Dark** (`{colors.github-dark}``#24292e`): the GitHub-branded button surface (kept off-brand-on-purpose to match GitHub's own tokens).
## Typography
### Font Family
Replicate ships a deliberate three-family stack:
- **rb-freigeist-neue** — proprietary heavy grotesque used for all display sizes (30px+). Carries the editorial-magazine personality through tight `lineHeight: 1.0` and negative letter-spacing.
- **basier-square** — proprietary humanist sans-serif used for body, button labels, captions, and metadata.
- **jetbrains-mono** — open-source monospace used in every code well and inline command.
When proprietary families cannot be licensed, **Bricolage Grotesque** or **Migra** are credible substitutes for rb-freigeist-neue, and **Geist** or **Inter** can stand in for basier-square. JetBrains Mono is open-source and should always be used directly.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xxl}` | 128px | 700 | 1.0 | -3px | The single hero "Run AI" / "Imagine what you can build" headline. One per page. |
| `{typography.display-xl}` | 72px | 700 | 1.0 | -1.8px | Section openers ("How it works", "Scale on Replicate"). |
| `{typography.display-lg}` | 48px | 700 | 1.0 | -1px | Sub-section titles, pricing tier names. |
| `{typography.display-md}` | 30px | 600 | 1.2 | -0.5px | Feature card titles. |
| `{typography.heading-lg}` | 38.4px | 600 | 0.83 | -0.5px | Tightly-stacked basier-square headlines, used in pricing and enterprise hero. |
| `{typography.heading-md}` | 24px | 600 | 1.33 | -0.35px | Card titles, model detail headers. |
| `{typography.heading-sm}` | 20px | 600 | 1.4 | -0.3px | List section headers. |
| `{typography.subtitle}` | 18px | 600 | 1.56 | 0 | Lead paragraphs in display sections. |
| `{typography.body-lg}` | 18px | 400 | 1.56 | 0 | Marketing prose. |
| `{typography.body-md}` | 16px | 400 | 1.5 | 0 | Default body. |
| `{typography.body-sm}` | 14px | 400 | 1.43 | 0 | Captions, metadata. |
| `{typography.button-md}` | 16px | 600 | 1.0 | 0 | Default button label. |
| `{typography.button-sm}` | 14px | 600 | 1.0 | 0 | Compact button label, sub-nav pills. |
| `{typography.caption}` | 12px | 400 | 1.33 | 0 | Footer disclosure, copyright. |
| `{typography.caption-tight}` | 14px | 600 | 1.43 | -0.35px | Emphatic small caption used in pricing tier rows. |
| `{typography.code-md}` | 14px | 400 | 1.43 | 0 | Code blocks and inline code. |
| `{typography.code-sm}` | 11px | 400 | 1.5 | 0 | Code-tab labels and small inline tokens. |
### Principles
- Display sizes hold `lineHeight: 1.0` (or 0.83 on `{typography.heading-lg}`) so multi-line stacks read as single typographic blocks.
- Negative letter-spacing scales with size — bigger types tighten more (-3px at 128px down to -0.3px at 20px). Body type stays at 0.
- Body weight sits at 400 across `{typography.body-lg}` and `{typography.body-md}` — never bumped to 500 for emphasis. Emphasis comes from family change (basier-square → rb-freigeist-neue) rather than weight.
- Code is never set in basier-square, even at small sizes — JetBrains Mono carries every literal command, every model slug, every API call.
### Note on Font Substitutes
When the proprietary families are unavailable, clamp display `lineHeight` to 1.0 explicitly and apply a -3% letter-spacing on display-xxl / display-xl to match the original tightness. Substitutes typically render with looser tracking by default.
## Layout
### Spacing System
- **Base unit**: 4px, with the working scale on multiples of 4 / 8 / 16.
- **Tokens**: `{spacing.xxs}` 2px · `{spacing.xs}` 4px · `{spacing.sm}` 8px · `{spacing.md}` 12px · `{spacing.lg}` 16px · `{spacing.xl}` 24px · `{spacing.xxl}` 32px · `{spacing.xxxl}` 48px · `{spacing.section}` 96px · `{spacing.band}` 160px.
- Section padding: `{spacing.section}` (96px) vertical between full-width bands; `{spacing.band}` (160px) when a band needs extra editorial breathing room (the hero, the closing "Imagine what you can build" stripe).
- Card internal padding: `{spacing.lg}` (16px) on `{component.model-card}`, `{spacing.xxl}` (32px) on `{component.pricing-tier}`.
### Grid & Container
- **Max content width** ≈ 1280px on body sections, 1440px on hero bands which run full-bleed.
- **Model grid** on collections: 4 columns at desktop, 3 at tablet large, 2 at tablet, 1 at mobile.
- **Pricing**: 3-tier grid centred at desktop, stacking vertically below 1024px; the centre tier flips to `{component.pricing-tier-featured}` (dark inversion) as the recommended option.
- **Code-story sections**: a 2-up split — narrative copy left, code well right — collapsing to stacked at < 1024px.
### Whitespace Philosophy
- Whitespace on cream is generous and editorial — sections breathe at 96px and key bands open at 160px so the typography can scale up without feeling cramped.
- Inside cards, the system tightens to 1632px so model thumbnails, statuses, and metadata sit in a compact list-of-cards rhythm.
- Hairline `{colors.hairline}` dividers replace shadow on cream surfaces; on dark surfaces, `{colors.divider-dark}` carries the equivalent role.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 — flat | No shadow, no border | Default cream canvas, full-bleed bands. |
| 1 — outline | 1px solid `{colors.hairline}` or `{colors.hairline-strong}` | Model cards, pricing tiers, collection tiles. |
| 2 — bone inset | Surface colour shift to `{colors.surface-bone}` inside a `{colors.canvas}` band | Feature group containers, "How it works" walkthrough. |
| 3 — dark inversion | Card swaps to `{colors.surface-dark}` against cream | Code wells, featured pricing tier, "Scale on Replicate" hero card. |
| 4 — soft drop | `0 8px 24px rgba(32,32,32,0.08)` | Hover-anchored model thumbnails (visual only — not interaction-state-documented). |
Drop shadows exist in the extracted tokens but are restrained — used sparingly to lift photography thumbnails one step off the cream canvas. The dominant elevation language is colour-blocking.
### Decorative Depth
- **Hero atmospheric mesh** — the orange-to-pink gradient backing the home hero is a layered radial mesh: `{colors.primary}` core → `{colors.hero-glow}` mid-stop → `{colors.hero-pink}` outer wash. Reserved for the home hero band only.
- **Code-story dark band** — the "How it works" section uses `{colors.surface-dark}` full-bleed with a single hairline `{colors.divider-dark}` separating narrative copy and code well.
- **Contributor mosaic** — the home page features a horizontally-scrolling band of circular avatars (`{component.contributor-avatar}`) over a textured cream canvas; this is the only place avatars appear at the brand level.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Hero bands, full-bleed sections, footer. |
| `{rounded.xs}` | 4px | Code tabs, inline tags inside code wells. |
| `{rounded.sm}` | 6px | Mid-radius callouts, small inset chips. |
| `{rounded.md}` | 10px | Model cards, collection tiles, code wells. |
| `{rounded.lg}` | 16px | Pricing tiers, larger feature cards. |
| `{rounded.full}` | 9999px | Buttons, inputs, badges, avatars, pills. |
### Photography Geometry
- Model thumbnails: square (1:1) with `{rounded.md}` corners, full-bleed image to the card edge.
- Hero example outputs: 4:3 or 16:9 with `{rounded.md}` corners.
- Contributor avatars: circular (`{rounded.full}`), 40px on home, 32px in card metadata.
- The hero band uses a stylised black-ink illustration (the "tinkerer at the workbench") as its photography stand-in — kept inside the orange band rather than overlaid on cream.
## Components
### Buttons
**`button-primary`** — orange CTA
- Background `{colors.primary}`, label `{colors.on-primary}`, type `{typography.button-md}`, padding `12px 24px`, `rounded: {rounded.full}`, height 44px.
- The single most important action on a page (e.g. "Sign in with GitHub", "Try a model").
- Pressed state lives in `button-primary-pressed` (background `{colors.primary-deep}`).
**`button-dark`** — dark CTA
- Background `{colors.surface-dark}`, label `{colors.on-dark}`, type `{typography.button-md}`, `rounded: {rounded.full}`.
- Equal-weight secondary action paired with `{component.button-primary}`, or the primary action on cream when orange would be too loud.
**`button-outline`** — outlined CTA
- Background `{colors.surface-card}`, label `{colors.ink}`, 1px solid `{colors.hairline-strong}`, type `{typography.button-md}`, `rounded: {rounded.full}`.
- Tertiary action; appears alongside primary/dark for "View docs", "Read more".
**`button-ghost`** — inline button
- Background `{colors.canvas}`, label `{colors.ink}`, no border, type `{typography.button-md}`, `rounded: {rounded.full}`, padding `8px 16px`.
- Sub-actions inside cards and inline with body copy.
**`button-icon`** — icon button
- Background `{colors.surface-card}`, label `{colors.ink}`, 1px solid `{colors.hairline}`, `rounded: {rounded.full}`, 36×36px circular.
- Carousel arrows, copy-to-clipboard, GitHub link icon.
### Cards & Containers
**`model-card`** — model listing card
- Background `{colors.surface-card}`, text `{colors.ink}`, type `{typography.body-md}`, `rounded: {rounded.md}`, padding `{spacing.lg}` (16px).
- Square thumbnail on top, model owner + name beneath in `{typography.body-sm}`, single-line description in `{colors.charcoal}`, status pill `{component.badge-status}` bottom-left.
**`collection-tile`** — collection-of-models tile
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.heading-md}`, `rounded: {rounded.md}`, padding `{spacing.xl}` (24px).
- Cream-on-cream tile inside a `{colors.surface-bone}` band, used for browsing model categories.
**`pricing-tier`** — pricing tier card
- Background `{colors.surface-card}`, text `{colors.ink}`, type `{typography.body-md}`, `rounded: {rounded.lg}`, padding `{spacing.xxl}` (32px).
- 3-up grid; tier name in `{typography.display-lg}` ("Free", "Pro", "Enterprise"), price in `{typography.display-md}`.
**`pricing-tier-featured`** — featured pricing tier
- Background `{colors.surface-dark}`, text `{colors.on-dark}`, type `{typography.body-md}`, `rounded: {rounded.lg}`, padding `{spacing.xxl}`.
- Centre tier flipped to dark inversion to mark "recommended".
**`code-block`** — code well
- Background `{colors.surface-dark}`, text `{colors.on-dark}`, type `{typography.code-md}`, `rounded: {rounded.md}`, padding `{spacing.xl}` (24px).
- Tab strip on top using `{component.code-tab}` for switching between languages (Python, Node.js, cURL, HTTP).
**`code-tab`** — code tab chip
- Background `{colors.surface-deep}`, text `{colors.on-dark-mute}`, type `{typography.code-sm}`, `rounded: {rounded.xs}`, padding `6px 12px`.
- Active tab swaps text colour to `{colors.on-dark}` and adds a 2px bottom underline in `{colors.primary}`.
**`hero-band`** — full-bleed hero
- Background `{colors.hero-warm}` with the atmospheric mesh detailed in Elevation, text `{colors.on-dark}`, type `{typography.display-xxl}` for the title.
- Used only on the home page; secondary pages open with cream + `{typography.display-xl}`.
### Inputs & Forms
**`text-input`** — default input
- Background `{colors.surface-card}`, text `{colors.ink}`, type `{typography.body-md}`, 1px solid `{colors.hairline}`, `rounded: {rounded.full}`, padding `12px 20px`, height 44px.
- Pill-shaped search and email fields. Focus state adds a `{colors.ring-focus}` 3px ring.
### Navigation
**`nav-bar`** — top nav (desktop)
- Background `{colors.canvas}`, type `{typography.button-sm}`, height 60px, single hairline `{colors.hairline}` bottom border.
- Left: wordmark logo. Centre: top-level nav ("Explore", "Pricing", "Docs", "Blog"). Right: GitHub icon + "Sign in" link + `{component.button-primary}`.
**`nav-bar`** (mobile)
- Same height 60px, collapses centre nav into a hamburger icon. Logo stays left, sign-in CTA stays right.
**`sub-nav-pill`** — sub-nav chip
- Pill chips set in a horizontal row above content (e.g. "All", "Featured", "Image generation", "Audio"), `{component.sub-nav-pill}` styling.
### Signature Components
**`badge-status`** — model status badge
- Background `{colors.badge-success}`, label `{colors.on-dark}`, type `{typography.caption}`, `rounded: {rounded.full}`, padding `4px 10px`.
- Anchored on the bottom-left of model cards to indicate "running" or "deployed".
**`badge-tag`** — neutral tag
- Background `{colors.canvas}`, label `{colors.ink}`, 1px solid `{colors.hairline}`, type `{typography.caption}`, `rounded: {rounded.full}`, padding `4px 10px`.
- Capability tags ("text-to-image", "video", "audio") on model cards.
**`contributor-avatar`** — community contributor
- Background `{colors.surface-card}` placeholder behind 1:1 photography, `rounded: {rounded.full}`, 40×40px (32px in metadata contexts).
- Used in the home-page contributor mosaic.
**`footer`** — global footer
- Background `{colors.surface-deep}`, text `{colors.on-dark}`, type `{typography.body-sm}`, `rounded: {rounded.none}`, padding `64px 32px`.
- Multi-column quick-links grid above a copyright row separated by `{colors.divider-dark}`.
## Do's and Don'ts
### Do
- Use `{colors.canvas}` (cream) as the default page background. White (`{colors.surface-card}`) appears only on individual cards, inputs, and the hero illustration backdrop.
- Reserve `{colors.primary}` for the primary CTA, the home hero band, and inline links — three roles, nothing else.
- Set every interactive element to `{rounded.full}` — buttons, inputs, badges, avatars, pills.
- Step content cards up to `{rounded.md}` (10px) or `{rounded.lg}` (16px) — never sharp corners.
- Open hero bands with `{typography.display-xxl}` (128px) and `{typography.display-xl}` (72px) at `lineHeight: 1.0` with negative letter-spacing.
- Use `rb-freigeist-neue` for all display, `basier-square` for UI/body, `jetbrains-mono` for code. Keep the lanes strict.
- Render code in `{component.code-block}` with a `{colors.surface-dark}` background — code is print, not an inline grey box.
- Pair photography with `{rounded.md}` corners and full-bleed crop inside cards.
### Don't
- Don't replace cream with pure white at the page level. The brand temperature comes from `{colors.canvas}`.
- Don't introduce a secondary brand colour. Orange is the only accent; semantic green and focus blue are functional, not decorative.
- Don't loosen display `lineHeight` past 1.0. Tight stacking is structural.
- Don't bump body weight to 500 for emphasis — change family (`basier-square``rb-freigeist-neue`) instead.
- Don't apply `{rounded.full}` to content cards. Pill-shaped cards break the rhythm.
- Don't put code in a light grey box. Code wells are always `{colors.surface-dark}` or `{colors.surface-deep}`.
- Don't use orange on body text or large surfaces — it loses its stamp quality immediately.
- Don't add drop shadows on cream surfaces. Elevation is colour-blocking; shadows are reserved for floating thumbnails.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Desktop XL | ≥ 1440px | Full max-width 1280 body, hero band runs full-bleed, 4-up model grid. |
| Desktop | 12801439px | Container shrinks; padding `{spacing.xl}` (24px) sides. |
| Tablet Large | 10241279px | Model grid 3-up, code-story splits remain 2-up. |
| Tablet | 7681023px | Model grid 2-up, code-story stacks (narrative on top, code below), pricing stacks vertically. |
| Mobile Large | 426767px | Model grid 1-up at 480px+, nav collapses to hamburger, hero `{typography.display-xxl}` clamps to 64px. |
| Mobile | ≤ 425px | All grids 1-up, hero clamps to 48px, section padding `{spacing.section}` collapses to 64px. |
### Touch Targets
- All buttons ship at minimum 44px tall on mobile; default `{component.button-primary}` is 44px tall — comfortably clearing WCAG AAA.
- `{component.button-icon}` (36px) is bumped to 44px on mobile via increased padding.
- `{component.sub-nav-pill}` stays at 36px on desktop and grows to 40px on mobile via vertical padding adjustment.
### Collapsing Strategy
- Top-level nav collapses to hamburger at < 1024px; the wordmark and `{component.button-primary}` stay anchored.
- Hero `{typography.display-xxl}` clamps: 128px → 96px → 64px → 48px across the breakpoint ladder.
- Pricing 3-up grid stacks vertically at < 1024px with the featured tier remaining centre-stacked.
- Code-story splits switch from side-by-side to stacked at < 1024px, code well always second.
- Sub-nav pills convert from a wrap row to a horizontal scroll-rail at < 768px.
### Image Behavior
- Model thumbnails serve at 1.5× and 2× DPR; below 768px the system swaps to a 600×600 export instead of 1200×1200.
- Hero atmospheric mesh is rendered as a CSS gradient — no asset cost, no breakpoint variation.
- Code-block contents wrap softly at < 1024px (no horizontal scroll); long lines break with a continuation marker.
## Iteration Guide
1. Focus on ONE component at a time. Most interactive elements share `{rounded.full}` and the `{colors.canvas}` / `{colors.surface-card}` pair — only the role-specific tokens (`{colors.primary}`, `{component.code-block}`) shift between variants.
2. Reference component names and tokens directly (`{colors.primary}`, `{component.button-primary-pressed}`, `{rounded.lg}`) — do not paraphrase.
3. Run `npx @google/design.md lint DESIGN.md` after edits; orphaned-tokens warnings will catch unused entries.
4. Add new variants as separate entries (`-pressed`, `-disabled`, `-featured`) — do not bury them in prose.
5. Default body type to `{typography.body-md}`; reach for `{typography.subtitle}` only on hero subtitles.
6. Keep `{colors.primary}` scarce — if more than one orange element appears per viewport, ask whether one should drop to `{colors.surface-dark}` instead.
## Known Gaps
- Active/pressed visual states are documented for `button-primary-pressed` only; other components rely on the focus-ring (`{colors.ring-focus}`) for interactive feedback, which is not extracted as a per-component variant.
- The model playground / try-this-model interactive surfaces (logged-in feature) are out of scope; only the public marketing canvas is documented.
- Dashboard / billing / API key management surfaces are not extracted — those live behind authentication.
- The home hero illustration ("the tinkerer at the workbench") is treated as decorative artwork, not a system component; replicating it requires bespoke illustration rather than tokens.
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# Replicate Inspired Design System
# Replicate Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/replicate/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Resend-design-analysis
description: |
Resend's marketing surfaces sit on a near-pure black canvas with off-white
text and a single signature color — the deep editorial-serif Domaine
Display headline mark — that gives an otherwise utilitarian developer-tool
brand its print-magazine confidence. The system pairs Domaine Display
(oversized 76px96px serif, ss01/ss04/ss11 features on) with ABC Favorit
for body and Inter for UI. Surfaces rely on subtle 69% opacity gradient
glows, hairline 1px borders made from translucent white, and a strict
rounded-12px container vocabulary. There is no decorative chrome — just
type, code, and atmospheric depth.
colors:
primary: "#fcfdff"
primary-on: "#000000"
ink: "#fcfdff"
body: "rgba(252,253,255,0.86)"
charcoal: "rgba(252,253,255,0.7)"
mute: "#a1a4a5"
ash: "#888e90"
stone: "#464a4d"
on-light: "#000000"
on-light-mute: "rgba(0,0,51,0.7)"
canvas: "#000000"
surface-card: "#0a0a0c"
surface-elevated: "#101012"
surface-deep: "#06060a"
hairline: "rgba(255,255,255,0.06)"
hairline-strong: "rgba(255,255,255,0.14)"
divider-soft: "rgba(255,255,255,0.04)"
accent-orange: "#ff801f"
accent-orange-glow: "rgba(255,89,0,0.22)"
accent-yellow: "#ffc53d"
accent-blue: "#3b9eff"
accent-blue-glow: "rgba(0,117,255,0.34)"
accent-green: "#11ff99"
accent-green-glow: "rgba(34,255,153,0.18)"
accent-red: "#ff2047"
accent-red-glow: "rgba(255,32,71,0.34)"
link: "#3b9eff"
surface-light: "#f1f7fe"
typography:
display-xxl:
fontFamily: Domaine Display
fontSize: 96px
fontWeight: 400
lineHeight: 1.0
letterSpacing: -0.96px
fontFeature: "ss01, ss04, ss11"
display-xl:
fontFamily: Domaine Display
fontSize: 76.8px
fontWeight: 400
lineHeight: 1.0
letterSpacing: -0.768px
fontFeature: "ss01, ss04, ss11"
display-lg:
fontFamily: ABC Favorit
fontSize: 56px
fontWeight: 400
lineHeight: 1.2
letterSpacing: -2.8px
fontFeature: "ss01, ss04, ss11"
heading-md:
fontFamily: Inter
fontSize: 24px
fontWeight: 500
lineHeight: 1.5
letterSpacing: -0.4px
heading-sm:
fontFamily: Inter
fontSize: 20px
fontWeight: 500
lineHeight: 1.3
letterSpacing: -0.3px
subtitle:
fontFamily: ABC Favorit
fontSize: 20px
fontWeight: 400
lineHeight: 1.3
fontFeature: "ss01, ss04, ss11"
body-lg:
fontFamily: Inter
fontSize: 18px
fontWeight: 400
lineHeight: 1.5
body-md:
fontFamily: ABC Favorit
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: -0.8px
fontFeature: "ss01, ss04, ss11"
body-sm:
fontFamily: Inter
fontSize: 14px
fontWeight: 400
lineHeight: 1.43
button-md:
fontFamily: Inter
fontSize: 14px
fontWeight: 500
lineHeight: 1.43
button-sm:
fontFamily: ABC Favorit
fontSize: 14px
fontWeight: 500
lineHeight: 1.43
letterSpacing: 0.35px
fontFeature: "ss01, ss03, ss04"
caption:
fontFamily: Inter
fontSize: 12px
fontWeight: 400
lineHeight: 1.5
caption-emph:
fontFamily: Helvetica
fontSize: 14px
fontWeight: 600
lineHeight: 1.0
code-md:
fontFamily: Geist Mono
fontSize: 13px
fontWeight: 400
lineHeight: 1.6
rounded:
none: 0px
xs: 4px
sm: 6px
md: 8px
lg: 12px
xl: 16px
full: 9999px
spacing:
xxs: 2px
xs: 4px
sm: 8px
md: 12px
lg: 16px
xl: 24px
xxl: 32px
xxxl: 48px
section: 96px
band: 128px
components:
button-primary:
backgroundColor: "{colors.primary}"
textColor: "{colors.primary-on}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: 8px 16px
height: 36px
button-primary-pressed:
backgroundColor: "{colors.surface-light}"
textColor: "{colors.primary-on}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
button-ghost:
backgroundColor: "{colors.surface-elevated}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: 8px 16px
height: 36px
button-outline:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.md}"
padding: 7px 15px
height: 36px
text-input:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.md}"
padding: 10px 14px
height: 40px
hero-stripe:
backgroundColor: "{colors.canvas}"
textColor: "{colors.ink}"
typography: "{typography.display-xxl}"
rounded: "{rounded.none}"
padding: 96px 32px
feature-card:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 32px
feature-card-bordered:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 32px
pricing-tier:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 32px
pricing-tier-featured:
backgroundColor: "{colors.surface-elevated}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 32px
code-window:
backgroundColor: "{colors.surface-deep}"
textColor: "{colors.body}"
typography: "{typography.code-md}"
rounded: "{rounded.lg}"
padding: 24px
code-tab:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.charcoal}"
typography: "{typography.code-md}"
rounded: "{rounded.sm}"
padding: 6px 12px
email-mockup:
backgroundColor: "{colors.surface-card}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 0
badge-pill:
backgroundColor: "{colors.surface-elevated}"
textColor: "{colors.body}"
typography: "{typography.caption}"
rounded: "{rounded.full}"
padding: 4px 10px
status-dot:
backgroundColor: "{colors.accent-green}"
rounded: "{rounded.full}"
size: 8px
nav-bar:
backgroundColor: "{colors.canvas}"
textColor: "{colors.body}"
typography: "{typography.button-sm}"
rounded: "{rounded.none}"
height: 64px
sub-nav-pill:
backgroundColor: "{colors.surface-elevated}"
textColor: "{colors.body}"
typography: "{typography.button-sm}"
rounded: "{rounded.full}"
padding: 6px 14px
contributor-avatar:
backgroundColor: "{colors.surface-card}"
rounded: "{rounded.full}"
size: 32px
footer:
backgroundColor: "{colors.canvas}"
textColor: "{colors.charcoal}"
typography: "{typography.body-sm}"
rounded: "{rounded.none}"
padding: 64px 32px
---
## Overview
Resend looks like a developer tool with the typography of an editorial.
Every page opens on `{colors.canvas}` (`#000000`), and the loudest element on
the canvas is not a button or a brand stamp — it's a 96px Domaine Display
serif headline ("Email for developers", "Email reimagined") with the
`ss01 / ss04 / ss11` stylistic alternates engaged. That single typographic
decision sets the brand tone: confident, considered, slightly literary, and
priced on quality rather than novelty.
The supporting cast is technical. Body copy switches to **ABC Favorit** for
marketing prose and **Inter** for UI labels, while code blocks render in
**Geist Mono** inside `{component.code-window}` shells with hairline traffic-
light dots. Surface depth is built almost entirely from translucent white —
6% borders, 14% strong borders, 4% dividers — over a deep `{colors.surface-deep}`
layer that sits just below the canvas black. There are no gradients painted
across full bands, just **soft atmospheric glows** (orange, blue, green, red,
yellow) anchored at the top of select sections, all at low opacity.
Page rhythm cycles in a single dark register: hero stripe → atmospheric
section → code window section → email mockup section → pricing or feature
grid → black footer. The brand never warms to a light surface; even
secondary email mockups are rendered as compact white cards inside the dark
canvas, framed like print insets in a black-bordered magazine page.
**Key Characteristics:**
- Pure black canvas (`{colors.canvas}``#000000`) on every public page; off-white text (`{colors.ink}``#fcfdff`) carries the full read.
- A serif-led type system: **Domaine Display** at 7696px for hero headlines, **ABC Favorit** for marketing body, **Inter** for UI, **Geist Mono** for code.
- Six accent glow colours used only as low-opacity atmospheric washes (`{colors.accent-orange}`, `{colors.accent-blue}`, `{colors.accent-green}`, `{colors.accent-red}`, `{colors.accent-yellow}`) — never as buttons or solid surfaces.
- Strict container vocabulary: `{rounded.lg}` (12px) for feature cards, code wells, and email mockups; `{rounded.md}` (8px) for buttons; `{rounded.full}` for pills and avatars.
- Translucent white borders (`{colors.hairline}` 6% / `{colors.hairline-strong}` 14%) replace shadows entirely — the system has no traditional drop-shadow elevation language.
- `{component.button-primary}` is a small white rectangle with black text — counterintuitive contrast that becomes the page's brightest pixel and works as a single visual anchor.
## Colors
### Brand & Accent
- **Primary White** (`{colors.primary}``#fcfdff`): the brand's de facto accent. Reserved for `{component.button-primary}` (white pill on black canvas), Domaine display headlines, and the active text colour. White is the loudest possible colour on this canvas — that's the signature.
- **Primary On** (`{colors.primary-on}``#000000`): label colour on top of `{colors.primary}` surfaces. Black text on white pill is the brand's CTA pattern.
- **Surface Light** (`{colors.surface-light}``#f1f7fe`): a subtle blue-tinted off-white used as the active/pressed state of `{component.button-primary}`.
### Surface
- **Canvas** (`{colors.canvas}``#000000`): the default page background. True black, never near-black.
- **Surface Card** (`{colors.surface-card}``#0a0a0c`): the standard inset card surface, just lighter than canvas to register a step up in elevation.
- **Surface Elevated** (`{colors.surface-elevated}``#101012`): a second elevation step used on featured pricing tiers and ghost button surfaces.
- **Surface Deep** (`{colors.surface-deep}``#06060a`): code window background — slightly cooler and darker than the canvas itself, suggesting depth via temperature.
- **Hairline** (`{colors.hairline}``rgba(255,255,255,0.06)`): the soft 1px translucent-white divider used between rows and around feature cards.
- **Hairline Strong** (`{colors.hairline-strong}``rgba(255,255,255,0.14)`): the structural 1px border on cards, code wells, and form inputs.
- **Divider Soft** (`{colors.divider-soft}``rgba(255,255,255,0.04)`): low-contrast dividers between footer columns.
### Text
- **Ink** (`{colors.ink}``#fcfdff`): primary text colour on the dark canvas. Faintly blue-cool to feel like printed paper rather than pure white pop.
- **Body** (`{colors.body}``rgba(252,253,255,0.86)`): long-form body text where pure ink would feel too sharp.
- **Charcoal** (`{colors.charcoal}``rgba(252,253,255,0.7)`): captions, secondary nav labels.
- **Mute** (`{colors.mute}``#a1a4a5`): supporting text and inactive labels.
- **Ash** (`{colors.ash}``#888e90`): tertiary text, footer copy.
- **Stone** (`{colors.stone}``#464a4d`): disabled foreground.
- **On-Light** (`{colors.on-light}``#000000`): label colour inside the rare email-mockup white cards.
- **On-Light Mute** (`{colors.on-light-mute}``rgba(0,0,51,0.7)`): secondary text inside email mockups.
### Semantic
- **Accent Orange** (`{colors.accent-orange}``#ff801f`) + glow (`{colors.accent-orange-glow}``rgba(255,89,0,0.22)`): atmospheric warm wash anchored to "Email reimagined" / customer story sections. Solid orange never appears as a button or surface — only the glow.
- **Accent Yellow** (`{colors.accent-yellow}``#ffc53d`): used in inline highlight strokes and "first-class developer experience" key callouts.
- **Accent Blue** (`{colors.accent-blue}``#3b9eff`) + glow (`{colors.accent-blue-glow}``rgba(0,117,255,0.34)`): inline link colour and the cool atmospheric wash on the "Integrate this weekend" section.
- **Accent Green** (`{colors.accent-green}``#11ff99`) + glow (`{colors.accent-green-glow}``rgba(34,255,153,0.18)`): success status dots and the "delivery confirmed" feature glow.
- **Accent Red** (`{colors.accent-red}``#ff2047`) + glow (`{colors.accent-red-glow}``rgba(255,32,71,0.34)`): inline error red and the "reach humans, not spam folders" attention wash.
- **Link** (`{colors.link}``#3b9eff`): inline link colour — same as accent blue.
## Typography
### Font Family
Resend ships a four-family stack:
- **Domaine Display** — proprietary editorial serif used exclusively for hero headlines at 76px+, with `ss01 / ss04 / ss11` stylistic sets engaged for a slightly tighter, more print-magazine look.
- **ABC Favorit** — proprietary humanist sans-serif used for marketing body copy, hero subtitles, and pill labels. Carries `ss01 / ss03 / ss04` features for tabular figures and alternate glyphs.
- **Inter** — open-source sans-serif used for UI: button labels, captions, card body text, nav links.
- **Geist Mono** — open-source monospace used in code wells.
When proprietary families cannot be licensed, **Söhne** or **Tiempos Headline** stand in for Domaine Display, and **Geist** or **Inter Tight** can replace ABC Favorit. Inter and Geist Mono are open-source and should be used directly.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xxl}` | 96px | 400 | 1.0 | -0.96px | Home hero ("Email for developers"). One per page. |
| `{typography.display-xl}` | 76.8px | 400 | 1.0 | -0.768px | Section openers ("Email reimagined", "Available today"). |
| `{typography.display-lg}` | 56px | 400 | 1.2 | -2.8px | ABC Favorit display sub-titles. |
| `{typography.heading-md}` | 24px | 500 | 1.5 | -0.4px | Card titles, section sub-titles. |
| `{typography.heading-sm}` | 20px | 500 | 1.3 | -0.3px | List headers. |
| `{typography.subtitle}` | 20px | 400 | 1.3 | 0 | Hero subtitles. |
| `{typography.body-lg}` | 18px | 400 | 1.5 | 0 | Marketing prose. |
| `{typography.body-md}` | 16px | 400 | 1.5 | -0.8px | ABC Favorit body. |
| `{typography.body-sm}` | 14px | 400 | 1.43 | 0 | Captions, metadata. |
| `{typography.button-md}` | 14px | 500 | 1.43 | 0 | Default button label. |
| `{typography.button-sm}` | 14px | 500 | 1.43 | 0.35px | Pill labels, inline links. |
| `{typography.caption}` | 12px | 400 | 1.5 | 0 | Footer disclosure, copyright. |
| `{typography.caption-emph}` | 14px | 600 | 1.0 | 0 | Emphatic small caption — Helvetica fallback. |
| `{typography.code-md}` | 13px | 400 | 1.6 | 0 | Code blocks, inline code. |
### Principles
- Display sizes always run at `lineHeight: 1.0` with negative letter-spacing — the Domaine Display headlines pack into solid typographic blocks rather than open prose lines.
- Body weight stays at 400 across `{typography.body-lg}` and `{typography.body-md}`. The serif/sans family change carries hierarchy, not weight bumps.
- ABC Favorit always runs with `ss01 / ss04 / ss11` engaged; Inter never carries OpenType features. Code in Geist Mono never carries ligatures.
- Inline links use `{typography.button-sm}` with positive letter-spacing (`0.35px`) and ABC Favorit — the small spacing nudge gives interactive prose its precision.
### Note on Font Substitutes
When Domaine Display is unavailable, clamp `lineHeight` to 1.0 explicitly and apply `font-feature-settings: "ss01", "liga"` on the substitute serif to mimic the alternate glyphs. Söhne or Tiempos Headline will read closest. ABC Favorit substitutes (Geist, Inter Tight) typically default to looser tracking — apply -0.5% letter-spacing on body sizes to compensate.
## Layout
### Spacing System
- **Base unit**: 4px, with the working scale on multiples of 4 / 8 / 16.
- **Tokens**: `{spacing.xxs}` 2px · `{spacing.xs}` 4px · `{spacing.sm}` 8px · `{spacing.md}` 12px · `{spacing.lg}` 16px · `{spacing.xl}` 24px · `{spacing.xxl}` 32px · `{spacing.xxxl}` 48px · `{spacing.section}` 96px · `{spacing.band}` 128px.
- Section padding: `{spacing.section}` (96px) vertical between bands; `{spacing.band}` (128px) on the hero stripe and closing footer transition.
- Card internal padding: `{spacing.xxl}` (32px) on `{component.feature-card}`, `{component.pricing-tier}`, and `{component.code-window}`.
### Grid & Container
- **Max content width** ≈ 1200px on body sections.
- **Feature grid**: 3 columns at desktop, 2 at tablet, 1 at mobile.
- **Pricing**: 3-tier grid centred at desktop; centre tier promotes to `{component.pricing-tier-featured}` (one-step-elevated surface).
- **Code-story splits**: a 2-up split — narrative copy left, `{component.code-window}` right — collapsing to stacked at < 1024px.
- **Email mockup band**: a single white card (640px max width) centred in the dark canvas with generous vertical padding to read like a print magazine inset.
### Whitespace Philosophy
- Whitespace is editorial and generous — full-bleed sections breathe at 96128px so Domaine Display headlines have room to register at scale.
- Inside cards, padding stays at 32px so feature copy and code wells have a consistent rhythm with the outer grid.
- Hairline `{colors.hairline}` and `{colors.hairline-strong}` carry the role drop shadows would in a brighter system; the dark canvas suppresses traditional shadow depth entirely.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 — flat | No shadow, no border | Default canvas, full-bleed bands. |
| 1 — surface card | `{colors.surface-card}` (`#0a0a0c`) + 1px `{colors.hairline-strong}` | Feature cards, pricing tiers, form inputs. |
| 2 — elevated | `{colors.surface-elevated}` (`#101012`) + 1px `{colors.hairline-strong}` | Featured pricing tier, ghost button. |
| 3 — code well | `{colors.surface-deep}` (`#06060a`) + 1px `{colors.hairline-strong}` | Code window, terminal shells. |
| 4 — atmospheric glow | Low-opacity radial gradient (`{colors.accent-*-glow}`) anchored at section top | Section openers ("Integrate this weekend", "Email reimagined"). |
The system has **no traditional drop shadow language**. Every surface either gets a translucent-white hairline border or sits inside an atmospheric glow. The dark canvas absorbs shadow naturally; surfaces register depth via temperature and luminance shifts rather than blur.
### Decorative Depth
- **Atmospheric section glows** — six accent colours each with a paired glow token (orange, yellow, blue, green, red, plus a deep slate for "everything in your context"). Each section opens with a single radial wash anchored at the top edge of the section, falling off to canvas black within ~600px vertical distance. Never two glows in the same section.
- **Email card insets** — the "Beyond experience" mockup band lifts a single white email card off the black canvas, giving it the only true light-on-dark contrast in the system. The card uses no shadow; the contrast itself is the elevation.
- **Code window traffic lights**`{component.code-window}` shells include a row of three coloured dots (red `{colors.accent-red}`, yellow `{colors.accent-yellow}`, green `{colors.accent-green}`) at the top — the only place all three semantic colours appear together as solid surfaces.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Hero stripe, full-bleed bands, footer. |
| `{rounded.xs}` | 4px | Inline tags inside code wells. |
| `{rounded.sm}` | 6px | Code tabs, mid-size chips. |
| `{rounded.md}` | 8px | Buttons, form inputs. |
| `{rounded.lg}` | 12px | Feature cards, pricing tiers, code wells, email mockups. |
| `{rounded.xl}` | 16px | Larger feature panels. |
| `{rounded.full}` | 9999px | Pills, status dots, contributor avatars. |
### Photography Geometry
- The system uses almost no photography. Visual interest comes from typography + atmospheric glows + code wells + the white email-card insets.
- When portraits appear (testimonial avatars), they are circular (`{rounded.full}`) at 32px, sitting inline with body copy.
- Email mockup cards run at 4:5 portrait aspect with `{rounded.lg}` corners.
## Components
### Buttons
**`button-primary`** — white CTA
- Background `{colors.primary}`, label `{colors.primary-on}`, type `{typography.button-md}`, padding `8px 16px`, `rounded: {rounded.md}`, height 36px.
- The brightest pixel on the canvas. Used for "Get started", "Sign up", "Try Resend".
- Pressed state lives in `button-primary-pressed` (background `{colors.surface-light}`).
**`button-ghost`** — translucent CTA
- Background `{colors.surface-elevated}`, label `{colors.ink}`, 1px `{colors.hairline-strong}`, type `{typography.button-md}`, `rounded: {rounded.md}`, height 36px.
- Equal-weight secondary action paired with `{component.button-primary}`.
**`button-outline`** — outlined CTA
- Background `{colors.canvas}`, label `{colors.ink}`, 1px `{colors.hairline-strong}`, type `{typography.button-md}`, `rounded: {rounded.md}`, height 36px.
- Tertiary action; appears on its own next to inline links.
### Cards & Containers
**`hero-stripe`** — full-bleed hero
- Background `{colors.canvas}`, text `{colors.ink}`, type `{typography.display-xxl}` for the headline, padding `96px 32px`, `rounded: {rounded.none}`.
- Used only on the home page hero band; carries the 96px Domaine Display headline and a single `{component.button-primary}` CTA. No photography, no atmospheric glow inside the hero itself — the glow appears on the section that follows.
**`feature-card`** — feature highlight card
- Background `{colors.surface-card}`, text `{colors.ink}`, type `{typography.body-md}`, `rounded: {rounded.lg}`, padding `{spacing.xxl}` (32px).
- Used in the home grid: "Despite emails using React", "So beyond editing", etc. No outline by default — relies on canvas black contrast.
**`feature-card-bordered`** — outlined feature card
- Background `{colors.surface-card}`, text `{colors.ink}`, 1px `{colors.hairline-strong}`, type `{typography.body-md}`, `rounded: {rounded.lg}`, padding `{spacing.xxl}`.
- Used when feature cards sit close together and need explicit separation.
**`pricing-tier`** — pricing tier card
- Background `{colors.surface-card}`, text `{colors.ink}`, 1px `{colors.hairline-strong}`, type `{typography.body-md}`, `rounded: {rounded.lg}`, padding `{spacing.xxl}` (32px).
- Tier name in `{typography.heading-md}` + price in `{typography.display-lg}` (ABC Favorit, 56px).
**`pricing-tier-featured`** — recommended tier
- Background `{colors.surface-elevated}`, text `{colors.ink}`, 1px `{colors.hairline-strong}`, type `{typography.body-md}`, `rounded: {rounded.lg}`, padding `{spacing.xxl}`.
- Centre tier elevated by surface luminance, not by colour.
**`code-window`** — code well
- Background `{colors.surface-deep}`, text `{colors.body}`, type `{typography.code-md}`, 1px `{colors.hairline-strong}`, `rounded: {rounded.lg}`, padding `{spacing.xl}` (24px).
- Includes a 3-dot traffic-light row at top using `{colors.accent-red}` / `{colors.accent-yellow}` / `{colors.accent-green}` for chrome, plus a tab strip below it.
**`code-tab`** — code language tab
- Background `{colors.surface-card}`, text `{colors.charcoal}`, type `{typography.code-md}`, `rounded: {rounded.sm}`, padding `6px 12px`.
- Active tab bumps text to `{colors.ink}` and adds a subtle `{colors.hairline-strong}` underline.
**`email-mockup`** — email-card inset
- Background `{colors.surface-card}` (or the rare `#ffffff` when rendered as a light-island inset), text `{colors.ink}` (or `{colors.on-light}` for white insets), type `{typography.body-md}`, `rounded: {rounded.lg}`, padding 0.
- Used in the "Beyond experience" band to demonstrate rendered email output.
### Inputs & Forms
**`text-input`** — default input
- Background `{colors.surface-card}`, text `{colors.ink}`, type `{typography.body-sm}`, 1px `{colors.hairline-strong}`, `rounded: {rounded.md}`, padding `10px 14px`, height 40px.
- Sign-up and waitlist email fields. Focus state thickens the border to `{colors.ink}` (no separate ring colour).
### Navigation
**`nav-bar`** — top nav (desktop)
- Background `{colors.canvas}`, text `{colors.body}`, type `{typography.button-sm}`, height 64px, single hairline `{colors.hairline}` bottom border.
- Left: wordmark logo. Centre: top-level nav ("Features", "Pricing", "Docs", "Customers"). Right: "Sign in" link + `{component.button-primary}`.
**`nav-bar`** (mobile)
- Same height 64px, collapses centre nav into a hamburger icon. Logo stays left, sign-in CTA stays right.
**`sub-nav-pill`** — pill-style sub-nav
- Pill chips set in a horizontal row above content (e.g. on the customers index), `{component.sub-nav-pill}` styling.
### Signature Components
**`badge-pill`** — neutral pill
- Background `{colors.surface-elevated}`, text `{colors.body}`, type `{typography.caption}`, `rounded: {rounded.full}`, padding `4px 10px`.
- Inline tags ("New", "Beta", "v3.0") inside hero copy and customer story headers.
**`status-dot`** — status indicator
- Background `{colors.accent-green}`, `rounded: {rounded.full}`, 8px square.
- Inline indicator next to "Status: Operational" in the footer or system status references.
**`contributor-avatar`** — testimonial avatar
- Background `{colors.surface-card}` placeholder, `rounded: {rounded.full}`, 32×32px.
- Used inline with customer testimonials.
**`footer`** — global footer
- Background `{colors.canvas}`, text `{colors.charcoal}`, type `{typography.body-sm}`, `rounded: {rounded.none}`, padding `64px 32px`.
- Multi-column quick-links grid above a single-line copyright row separated by `{colors.divider-soft}`.
## Do's and Don'ts
### Do
- Use `{colors.canvas}` (true black) as the default page background. Every public page lives here.
- Reserve `{component.button-primary}` (white pill) as the only solid bright surface. One per viewport at most.
- Set hero headlines in **Domaine Display** at 7696px with `lineHeight: 1.0` and `ss01 / ss04 / ss11` features engaged.
- Use **ABC Favorit** for marketing body, **Inter** for UI labels, **Geist Mono** for code. Keep the lanes strict.
- Build elevation from translucent-white hairlines, not drop shadows.
- Use `{colors.accent-*-glow}` tokens as low-opacity radial atmospheric washes — never as solid surfaces.
- Set buttons and inputs to `{rounded.md}` (8px); cards and code wells to `{rounded.lg}` (12px); pills and avatars to `{rounded.full}`.
- Use the white email-mockup inset sparingly — it's the only deliberately-light surface and should feel like a print pull-quote.
### Don't
- Don't use a near-black canvas. The brand sits on `#000000`, not `#0a0a0a`.
- Don't apply solid colour to atmospheric accent tokens. `{colors.accent-orange}` is for inline highlights only — its glow form is for backdrops.
- Don't add drop shadows to feature cards or code wells. Translucent white borders carry depth on this canvas.
- Don't bump body weight to 600 for emphasis. Use family change (Inter → ABC Favorit → Domaine Display) instead.
- Don't render code outside `{component.code-window}` — even small inline code uses Geist Mono and a `{colors.surface-card}` background.
- Don't loosen Domaine Display `lineHeight` past 1.0. Tight stacking is structural to the brand.
- Don't introduce a secondary brand accent. White is the brand on black — accents are atmospheric only.
- Don't bring photography front-and-centre. The brand reads as type-and-code, not photography-led.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Desktop XL | ≥ 1440px | Full max-width 1200 body, 3-up feature grid, side-by-side code-story splits. |
| Desktop | 12801439px | Container shrinks; xl side padding. |
| Tablet Large | 10241279px | Feature grid stays 3-up, code-story remains 2-up. |
| Tablet | 7681023px | Feature grid 2-up, code-story stacks (narrative on top), pricing stacks vertically. |
| Mobile Large | 426767px | Feature grid 1-up; nav collapses to hamburger; hero `{typography.display-xxl}` clamps to 56px. |
| Mobile | ≤ 425px | All grids 1-up, hero clamps to 44px, section padding `{spacing.section}` collapses to 64px. |
### Touch Targets
- All buttons ship at minimum 36px tall on desktop, scaling to 44px on mobile via padding adjustment. WCAG AAA met on mobile.
- `{component.text-input}` is 40px tall — comfortable but not large. Mobile scales to 48px via padding.
- `{component.sub-nav-pill}` stays at 36px on desktop, 40px on mobile.
### Collapsing Strategy
- Top-level nav collapses to hamburger at < 1024px; the wordmark and `{component.button-primary}` stay anchored.
- Hero `{typography.display-xxl}` clamps: 96px → 76px → 56px → 44px across the breakpoint ladder.
- Pricing 3-up stacks vertically at < 1024px with the featured tier remaining centre-stacked.
- Code-story splits switch from side-by-side to stacked at < 1024px, code well always second.
- Atmospheric glows scale with section width but maintain the same opacity — they fade naturally at small viewports.
### Image Behavior
- Email mockup cards reflow at 1:1 aspect on mobile to remain readable.
- Atmospheric glows are CSS gradients — no asset cost, no breakpoint variation.
- Customer testimonial avatars stay 32px circular regardless of breakpoint.
## Iteration Guide
1. Focus on ONE component at a time. Most surfaces share `{colors.surface-card}` or `{colors.surface-elevated}` with `{rounded.lg}` — only the role-specific tokens (`{colors.primary}`, `{component.code-window}`) shift between variants.
2. Reference component names and tokens directly (`{colors.primary}`, `{component.button-primary-pressed}`, `{rounded.lg}`) — do not paraphrase.
3. Run `npx @google/design.md lint DESIGN.md` after edits; orphaned-tokens warnings will catch unused entries.
4. Add new variants as separate entries (`-pressed`, `-featured`, `-disabled`) — do not bury them in prose.
5. Default body type to `{typography.body-md}`; reach for `{typography.subtitle}` only on hero subtitles.
6. Keep `{colors.primary}` (white) scarce — if more than one solid white surface appears per viewport, ask whether one should drop to `{component.button-ghost}` instead.
## Known Gaps
- Pressed/active visual states are documented only for `button-primary-pressed`; other components rely on the default focus-ring (browser default) for interactive feedback.
- Logged-in dashboard surfaces (API keys, sending logs, audience management) are out of scope; only the public marketing canvas is documented.
- Email-template editor surfaces (a key product feature) are not extracted — those live behind authentication.
- The atmospheric glow rendering uses CSS radial gradients; exact stops and angles vary per section and are not standardised as tokens — render per section-specific design judgment.
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# Resend Inspired Design System
# Resend Inspired Design System Analysis
Design system details have been moved to: https://getdesign.md/resend/design-md
You can also view previews, dark mode examples, and download options on getdesign.md.
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---
version: alpha
name: Revolut-design-analysis
description: |
Revolut's marketing surfaces pair a stark black canvas with the brand's
cobalt-violet (`#494fdf`) and a wide accent palette of deep, fully-saturated
product colours — teal, light-blue, deep pink, light-green, warning orange.
The system reads as fintech-meets-product-brochure: oversized 80px136px
Aeonik Pro display headlines, generous whitespace, photography-led hero
bands, and full-width product mockups (cards, phones, terminals) shown as
hero objects inside near-black sections. Most surfaces are either black or
off-white; pill-shaped buttons and rounded-12/20px content cards carry the
consumer-financial-app feel without crossing into playful territory.
colors:
primary: "#494fdf"
primary-bright: "#4f55f1"
primary-deep: "#3a40c4"
on-primary: "#ffffff"
ink: "#191c1f"
body: "#1f2226"
charcoal: "#3a3d40"
mute: "#505a63"
ash: "#5c5e60"
stone: "#8d969e"
faint: "#c9c9cd"
on-dark: "#ffffff"
on-dark-mute: "rgba(255,255,255,0.72)"
canvas-light: "#ffffff"
canvas-dark: "#000000"
surface-soft: "#f4f4f4"
surface-card: "#ffffff"
surface-deep: "#0a0a0a"
surface-elevated: "#16181a"
hairline-light: "#e2e2e7"
hairline-dark: "rgba(255,255,255,0.12)"
hairline-strong: "#191c1f"
divider-soft: "rgba(255,255,255,0.06)"
accent-teal: "#00a87e"
accent-blue-link: "#376cd5"
accent-light-blue: "#007bc2"
accent-light-green: "#428619"
accent-green-text: "#006400"
accent-yellow: "#b09000"
accent-warning: "#ec7e00"
accent-pink: "#e61e49"
accent-danger: "#e23b4a"
accent-deep-red: "#8b0000"
accent-brown: "#936d62"
link: "#376cd5"
typography:
display-xxl:
fontFamily: Aeonik Pro
fontSize: 136px
fontWeight: 500
lineHeight: 1.0
letterSpacing: -2.72px
display-xl:
fontFamily: Aeonik Pro
fontSize: 80px
fontWeight: 500
lineHeight: 1.0
letterSpacing: -0.8px
display-lg:
fontFamily: Aeonik Pro
fontSize: 48px
fontWeight: 500
lineHeight: 1.21
letterSpacing: -0.48px
display-md:
fontFamily: Aeonik Pro
fontSize: 40px
fontWeight: 500
lineHeight: 1.2
letterSpacing: -0.4px
heading-lg:
fontFamily: Aeonik Pro
fontSize: 32px
fontWeight: 500
lineHeight: 1.19
letterSpacing: -0.32px
heading-md:
fontFamily: Aeonik Pro
fontSize: 24px
fontWeight: 500
lineHeight: 1.33
letterSpacing: 0
heading-sm:
fontFamily: Aeonik Pro
fontSize: 20px
fontWeight: 500
lineHeight: 1.4
letterSpacing: 0
body-lg:
fontFamily: Inter
fontSize: 18px
fontWeight: 400
lineHeight: 1.56
letterSpacing: -0.09px
body-md:
fontFamily: Inter
fontSize: 16px
fontWeight: 400
lineHeight: 1.5
letterSpacing: 0.24px
body-md-bold:
fontFamily: Inter
fontSize: 16px
fontWeight: 600
lineHeight: 1.5
letterSpacing: 0.16px
body-sm:
fontFamily: Inter
fontSize: 14px
fontWeight: 400
lineHeight: 1.43
button-lg:
fontFamily: Aeonik Pro
fontSize: 20px
fontWeight: 500
lineHeight: 1.4
button-md:
fontFamily: Inter
fontSize: 16px
fontWeight: 600
lineHeight: 1.5
letterSpacing: 0.24px
button-sm:
fontFamily: Inter
fontSize: 14px
fontWeight: 600
lineHeight: 1.43
caption:
fontFamily: Inter
fontSize: 13px
fontWeight: 400
lineHeight: 1.4
link-emph:
fontFamily: Inter
fontSize: 16px
fontWeight: 700
lineHeight: 1.5
letterSpacing: 0.24px
rounded:
none: 0px
sm: 8px
md: 12px
lg: 20px
xl: 28px
full: 9999px
spacing:
xxs: 4px
xs: 6px
sm: 8px
md: 14px
lg: 16px
xl: 24px
xxl: 32px
xxxl: 48px
block: 80px
section: 88px
band: 120px
components:
button-primary:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.canvas-dark}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 14px 28px
height: 48px
button-primary-pressed:
backgroundColor: "{colors.faint}"
textColor: "{colors.canvas-dark}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
button-dark:
backgroundColor: "{colors.canvas-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 14px 28px
height: 48px
button-soft:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 14px 28px
height: 48px
button-outline-light:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.ink}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 13px 27px
height: 48px
button-outline-dark:
backgroundColor: "{colors.canvas-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.button-md}"
rounded: "{rounded.full}"
padding: 13px 27px
height: 48px
button-pill-sm:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.button-sm}"
rounded: "{rounded.full}"
padding: 8px 16px
height: 36px
text-input:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.md}"
padding: 14px 16px
height: 56px
hero-band-dark:
backgroundColor: "{colors.canvas-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.display-xxl}"
rounded: "{rounded.none}"
padding: 88px 24px
hero-band-photo:
backgroundColor: "{colors.canvas-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.display-xl}"
rounded: "{rounded.none}"
padding: 0
feature-card-light:
backgroundColor: "{colors.canvas-light}"
textColor: "{colors.ink}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 32px
feature-card-dark:
backgroundColor: "{colors.surface-elevated}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 32px
plan-card:
backgroundColor: "{colors.surface-elevated}"
textColor: "{colors.on-dark}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 32px
plan-card-featured:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.body-md}"
rounded: "{rounded.lg}"
padding: 32px
product-mockup:
backgroundColor: "{colors.canvas-dark}"
textColor: "{colors.on-dark}"
rounded: "{rounded.xl}"
padding: 48px
download-tile:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.body-sm}"
rounded: "{rounded.md}"
padding: 12px 20px
height: 56px
badge-tag:
backgroundColor: "{colors.surface-soft}"
textColor: "{colors.ink}"
typography: "{typography.caption}"
rounded: "{rounded.full}"
padding: 4px 12px
badge-feature:
backgroundColor: "{colors.primary}"
textColor: "{colors.on-primary}"
typography: "{typography.caption}"
rounded: "{rounded.full}"
padding: 4px 12px
nav-bar:
backgroundColor: "{colors.canvas-dark}"
textColor: "{colors.on-dark}"
typography: "{typography.button-md}"
rounded: "{rounded.none}"
height: 64px
sub-nav-pill:
backgroundColor: "{colors.surface-elevated}"
textColor: "{colors.on-dark}"
typography: "{typography.button-sm}"
rounded: "{rounded.full}"
padding: 8px 16px
footer:
backgroundColor: "{colors.canvas-dark}"
textColor: "{colors.on-dark-mute}"
typography: "{typography.body-sm}"
rounded: "{rounded.none}"
padding: 80px 24px
---
## Overview
Revolut's marketing canvas operates in a high-contrast two-mode system: a
**near-black storytelling canvas** (`{colors.canvas-dark}``#000000`)
that hosts hero bands, product mockups, and the planning section, alternating
with **white catalogue bands** (`{colors.canvas-light}``#ffffff`) that
host comparison tables, FAQ rows, and download tiles. The two modes switch
in full-bleed bands rather than soft transitions; sections slam against each
other to create the magazine-spread rhythm the brand is known for.
The display typography is **Aeonik Pro at weight 500**, used at sizes from
20px to 136px. The flagship hero ("Banking & Beyond", "Join the 70+ million
using Revolut") sits at 80136px with `lineHeight: 1.0` and tight negative
letter-spacing. Body type is **Inter** at weight 400 — open-source,
no-nonsense, paired with positive tracking (`0.24px`) on UI labels for
slightly more mechanical precision.
The brand accent is `{colors.primary}` (`#494fdf`) — a saturated cobalt
violet — but it appears scarcely on marketing surfaces. The actual primary
CTA on the hero is the **white pill on black** ("Choose your subscription"),
and the cobalt violet is reserved for featured plan cards, secondary CTAs in
white sections, and the brand glyph itself. A wide secondary palette of deep
teal, light-blue, deep-pink, light-green, warning orange, and yellow appears
inside product mockups and feature illustrations — never as button surfaces.
**Key Characteristics:**
- Two-mode canvas system — `{colors.canvas-dark}` (true black) for storytelling, `{colors.canvas-light}` (white) for browsing — switched in full-bleed bands.
- Display typography is **Aeonik Pro 500** at sizes 20136px with tight `lineHeight: 1.0` and large negative letter-spacing on display sizes.
- The actual primary CTA is `{component.button-primary}` — a **white pill with black text**, sitting on the dark canvas as the brightest pixel. Cobalt-violet `{colors.primary}` is reserved for featured plan cards and secondary CTAs.
- Eight saturated accent colours live inside product mockups and illustrations only, never as button surfaces — teal, light-blue, deep-pink, light-green, warning orange, yellow, brown, danger red.
- All buttons are pill-shaped (`{rounded.full}`); content cards use `{rounded.lg}` (20px); inputs and small chips use `{rounded.md}` (12px).
- Photography is product-led — phone mockups, card mockups, terminal mockups — shown full-bleed inside dark sections with no caption overlay.
## Colors
### Brand & Accent
- **Cobalt Violet** (`{colors.primary}``#494fdf`): the brand accent. Reserved for featured plan cards (`{component.plan-card-featured}`), the brand wordmark icon, and secondary CTAs in white-canvas regions.
- **Cobalt Bright** (`{colors.primary-bright}``#4f55f1`): a one-step-up bright variant used in inline link colour and accent-photo headers.
- **Cobalt Deep** (`{colors.primary-deep}``#3a40c4`): the active/pressed state of cobalt elements.
- **On-Primary** (`{colors.on-primary}``#ffffff`): label colour on top of `{colors.primary}` surfaces.
### Surface
- **Canvas Light** (`{colors.canvas-light}``#ffffff`): the white catalogue mode for FAQ, download tiles, comparison tables.
- **Canvas Dark** (`{colors.canvas-dark}``#000000`): the storytelling canvas — true black, never near-black.
- **Surface Soft** (`{colors.surface-soft}``#f4f4f4`): a subtle off-white used on download tiles, soft buttons, and inset card groups inside white bands.
- **Surface Card** (`{colors.surface-card}``#ffffff`): pure white card surface, used for feature cards in white-canvas regions.
- **Surface Deep** (`{colors.surface-deep}``#0a0a0a`): a one-step-up dark surface for inset cards inside black-canvas regions.
- **Surface Elevated** (`{colors.surface-elevated}``#16181a`): the planning-section card background — slightly luminous, lifts plan cards off the black canvas.
- **Hairline Light** (`{colors.hairline-light}``#e2e2e7`): 1px dividers inside white bands.
- **Hairline Dark** (`{colors.hairline-dark}``rgba(255,255,255,0.12)`): the corresponding low-contrast divider in dark regions.
- **Hairline Strong** (`{colors.hairline-strong}``#191c1f`): structural full-strength dividers and the outline of light cards.
### Text
- **Ink** (`{colors.ink}``#191c1f`): primary text colour. Notably warmer than pure black, paired with the white canvas for body legibility.
- **Body** (`{colors.body}``#1f2226`): long-form body where `{colors.ink}` would feel slightly too sharp.
- **Charcoal** (`{colors.charcoal}``#3a3d40`): captions, secondary nav.
- **Mute** (`{colors.mute}``#505a63`): supporting text.
- **Ash** (`{colors.ash}``#5c5e60`): tertiary text, footer copy.
- **Stone** (`{colors.stone}``#8d969e`): metadata, subtle captions.
- **Faint** (`{colors.faint}``#c9c9cd`): disabled foreground, hairline replacements.
- **On-Dark** (`{colors.on-dark}``#ffffff`): primary text on `{colors.canvas-dark}`.
- **On-Dark Mute** (`{colors.on-dark-mute}``rgba(255,255,255,0.72)`): secondary text in dark regions.
### Semantic
- **Accent Teal** (`{colors.accent-teal}``#00a87e`): used in product mockup illustrations.
- **Accent Light Blue** (`{colors.accent-light-blue}``#007bc2`): inline link colour in dark photo headers.
- **Accent Blue Link** (`{colors.accent-blue-link}``#376cd5`): default inline link colour on white surfaces.
- **Accent Light Green** (`{colors.accent-light-green}``#428619`): success / positive product callouts.
- **Accent Green Text** (`{colors.accent-green-text}``#006400`): inline success text.
- **Accent Yellow** (`{colors.accent-yellow}``#b09000`): caution / pending state in product mockups.
- **Accent Warning** (`{colors.accent-warning}``#ec7e00`): full-saturation orange used in warning illustrations.
- **Accent Pink** (`{colors.accent-pink}``#e61e49`): deep pink — used inside product photography and category iconography.
- **Accent Danger** (`{colors.accent-danger}``#e23b4a`): destructive / error state.
- **Accent Deep Red** (`{colors.accent-deep-red}``#8b0000`): inline error text.
- **Accent Brown** (`{colors.accent-brown}``#936d62`): a single warm-neutral used in metals tier card chrome.
- **Link** (`{colors.link}``#376cd5`): default inline link colour. Same as `{colors.accent-blue-link}`.
## Typography
### Font Family
Revolut ships a two-family stack:
- **Aeonik Pro** — proprietary humanist sans-serif used for all display sizes (20px+) at weight 500. Carries the brand's editorial confidence; tightens dramatically with negative letter-spacing at large sizes.
- **Inter** — open-source workhorse for body, button labels, captions, and metadata. Always at weight 400 or 600, with positive tracking (`0.160.24px`) on UI labels.
When Aeonik Pro cannot be licensed, **Inter Display**, **General Sans**, or **Söhne** are credible substitutes — all share the warm geometric character. Apply -1% letter-spacing on display sizes to match the original tightness.
### Hierarchy
| Token | Size | Weight | Line Height | Letter Spacing | Use |
|---|---|---|---|---|---|
| `{typography.display-xxl}` | 136px | 500 | 1.0 | -2.72px | The flagship hero ("Banking & Beyond"). One per page. |
| `{typography.display-xl}` | 80px | 500 | 1.0 | -0.8px | Section openers ("Join the 70+ million using Revolut"). |
| `{typography.display-lg}` | 48px | 500 | 1.21 | -0.48px | Sub-section titles. |
| `{typography.display-md}` | 40px | 500 | 1.2 | -0.4px | Feature card titles. |
| `{typography.heading-lg}` | 32px | 500 | 1.19 | -0.32px | Plan card titles. |
| `{typography.heading-md}` | 24px | 500 | 1.33 | 0 | Section sub-titles. |
| `{typography.heading-sm}` | 20px | 500 | 1.4 | 0 | List headers, prominent labels. |
| `{typography.body-lg}` | 18px | 400 | 1.56 | -0.09px | Marketing prose. |
| `{typography.body-md}` | 16px | 400 | 1.5 | 0.24px | Default body. |
| `{typography.body-md-bold}` | 16px | 600 | 1.5 | 0.16px | Emphatic body. |
| `{typography.body-sm}` | 14px | 400 | 1.43 | 0 | Captions, metadata. |
| `{typography.button-lg}` | 20px | 500 | 1.4 | 0 | Hero CTAs (Aeonik Pro). |
| `{typography.button-md}` | 16px | 600 | 1.5 | 0.24px | Default button label. |
| `{typography.button-sm}` | 14px | 600 | 1.43 | 0 | Pill chips, sub-nav. |
| `{typography.caption}` | 13px | 400 | 1.4 | 0 | Footer disclosure, regulatory text. |
| `{typography.link-emph}` | 16px | 700 | 1.5 | 0.24px | Emphatic inline link in dark mode. |
### Principles
- Display sizes always run at weight 500 with `lineHeight: 1.0` (or 1.191.21 below 48px). The negative letter-spacing scales with size — bigger types tighten more.
- Body Inter sits at weight 400 with positive tracking (`0.24px`) — the small spacing nudge makes UI labels feel slightly mechanical, fitting fintech precision.
- Hero CTAs use the Aeonik Pro `{typography.button-lg}` variant; everything below the hero uses the Inter `{typography.button-md}`.
- Inline links inside dark photo regions step up to weight 700 (`{typography.link-emph}`) so they hold contrast against the canvas without using the cobalt accent.
### Note on Font Substitutes
When Aeonik Pro is unavailable, clamp display `lineHeight` to 1.0 explicitly and apply -1% letter-spacing on display sizes. Inter Display, General Sans, or Söhne will read closest to the original. Inter is open-source and should be used directly.
## Layout
### Spacing System
- **Base unit**: 4px, with the working scale on multiples of 4 / 8 / 16.
- **Tokens**: `{spacing.xxs}` 4px · `{spacing.xs}` 6px · `{spacing.sm}` 8px · `{spacing.md}` 14px · `{spacing.lg}` 16px · `{spacing.xl}` 24px · `{spacing.xxl}` 32px · `{spacing.xxxl}` 48px · `{spacing.block}` 80px · `{spacing.section}` 88px · `{spacing.band}` 120px.
- Section padding: `{spacing.section}` (88px) vertical between bands; `{spacing.band}` (120px) on the hero band and the closing planning section.
- Card internal padding: `{spacing.xxl}` (32px) on `{component.feature-card-light}`, `{component.plan-card}`, `{component.feature-card-dark}`.
### Grid & Container
- **Max content width** ≈ 1200px on body sections; hero bands run full-bleed.
- **Plan grid**: 4-up plan cards on the home page, stacking 2-up at tablet and 1-up at small mobile.
- **Feature grid**: 3-up at desktop, 2-up at tablet, 1-up at mobile.
- **Product mockup bands**: a single full-width hero photo of a phone or card mockup, no surrounding chrome — the asset itself is the section.
### Whitespace Philosophy
- Whitespace is generous and editorial — sections breathe at 88120px so display headlines have room to register at 80136px without feeling cramped.
- Inside cards, padding stays at 32px so feature copy and plan tiers have a consistent rhythm.
- Hairline `{colors.hairline-light}` dividers replace shadow on white surfaces; `{colors.hairline-dark}` carries the corresponding role in dark regions.
## Elevation & Depth
| Level | Treatment | Use |
|---|---|---|
| 0 — flat | No shadow, no border | Default canvas bands (light or dark), full-bleed hero. |
| 1 — surface card | `{colors.surface-card}` (white) on `{colors.surface-soft}` band | Feature cards inside light bands. |
| 2 — surface elevated dark | `{colors.surface-elevated}` (`#16181a`) on `{colors.canvas-dark}` | Plan cards inside the planning section. |
| 3 — featured surface | `{colors.primary}` on `{colors.canvas-dark}` | Featured plan card (cobalt violet inversion). |
| 4 — product mockup | Full-bleed photo asset | Hero phone / card / terminal mockup bands. |
The system has **no traditional drop-shadow language**. Surfaces register depth via colour-blocking (light → dark band switches) and surface-luminance shifts (`{colors.canvas-dark}``{colors.surface-elevated}`). Photography mockups carry their own depth from the asset itself.
### Decorative Depth
- **Product mockup hero bands** — the home page features a phone mockup full-bleed against `{colors.canvas-dark}`, with the device's own glow providing the only atmospheric depth. No additional gradients, no shadows.
- **Featured plan card** — the cobalt-violet `{component.plan-card-featured}` sits inside the otherwise dark planning grid as a single saturated colour block, marking the recommended tier visually.
- **Card metals tier** — the brand uses `{colors.accent-brown}` and a deep gradient on metals card mockups to signal premium without resorting to gold-on-black metallic effects.
## Shapes
### Border Radius Scale
| Token | Value | Use |
|---|---|---|
| `{rounded.none}` | 0px | Hero bands, full-bleed sections, footer. |
| `{rounded.sm}` | 8px | Inline tags, small chips. |
| `{rounded.md}` | 12px | Form inputs, download tiles. |
| `{rounded.lg}` | 20px | Feature cards, plan cards. |
| `{rounded.xl}` | 28px | Product mockup containers. |
| `{rounded.full}` | 9999px | Buttons, pills, badges, tabs. |
### Photography Geometry
- Phone mockups: 9:19.5 (vertical) with `{rounded.xl}` corners on the device chrome.
- Card mockups: 1.586:1 (credit-card aspect) with `{rounded.lg}` corners.
- Terminal/POS mockups: 4:3 with `{rounded.xl}` corners and substantial padding around the device.
- Lifestyle photography (rare): 16:9 with `{rounded.lg}` corners.
## Components
### Buttons
**`button-primary`** — white CTA on dark
- Background `{colors.canvas-light}`, label `{colors.canvas-dark}`, type `{typography.button-md}`, padding `14px 28px`, `rounded: {rounded.full}`, height 48px.
- The brand's primary CTA, used on every dark hero band ("Choose your subscription", "Get started").
- Pressed state lives in `button-primary-pressed` (background `{colors.faint}`).
**`button-dark`** — dark CTA on light
- Background `{colors.canvas-dark}`, label `{colors.on-dark}`, type `{typography.button-md}`, `rounded: {rounded.full}`.
- The reverse-canvas equivalent of `{component.button-primary}` — used inside white catalogue bands.
**`button-soft`** — soft surface CTA
- Background `{colors.surface-soft}`, label `{colors.ink}`, type `{typography.button-md}`, `rounded: {rounded.full}`.
- Tertiary action in white-canvas regions ("Learn more", "View FAQs").
**`button-outline-light`** — outlined CTA on light
- Background `{colors.canvas-light}`, label `{colors.ink}`, 1px solid `{colors.hairline-strong}`, type `{typography.button-md}`, `rounded: {rounded.full}`.
- Secondary action when paired with `{component.button-dark}`.
**`button-outline-dark`** — outlined CTA on dark
- Background `{colors.canvas-dark}`, label `{colors.on-dark}`, 1px solid `{colors.on-dark}`, type `{typography.button-md}`, `rounded: {rounded.full}`, padding `13px 27px`, height 48px.
- Dark-canvas counterpart of `{component.button-outline-light}`; used inside dark hero bands as a tertiary action when paired with `{component.button-primary}`.
**`button-pill-sm`** — small pill chip
- Background `{colors.surface-soft}`, label `{colors.ink}`, type `{typography.button-sm}`, `rounded: {rounded.full}`, padding `8px 16px`, height 36px.
- Sub-nav chips, filter pills.
### Cards & Containers
**`hero-band-dark`** — full-bleed dark hero
- Background `{colors.canvas-dark}`, text `{colors.on-dark}`, type `{typography.display-xxl}` for the title, padding `{spacing.section}` (88px) vertical, `rounded: {rounded.none}`.
- Used only on the home page hero band.
**`hero-band-photo`** — photo-led hero
- Background `{colors.canvas-dark}` with full-bleed product photography, text `{colors.on-dark}`, type `{typography.display-xl}`, `rounded: {rounded.none}`.
- Used on product pages — phone or card mockup as the full-band canvas.
**`feature-card-light`** — feature card on white
- Background `{colors.surface-card}`, text `{colors.ink}`, 1px solid `{colors.hairline-light}`, type `{typography.body-md}`, `rounded: {rounded.lg}`, padding `{spacing.xxl}` (32px).
- Used in white catalogue bands for feature comparisons.
**`feature-card-dark`** — feature card on dark
- Background `{colors.surface-elevated}`, text `{colors.on-dark}`, type `{typography.body-md}`, `rounded: {rounded.lg}`, padding `{spacing.xxl}`.
- Used inside dark storytelling sections.
**`plan-card`** — subscription plan card
- Background `{colors.surface-elevated}`, text `{colors.on-dark}`, type `{typography.body-md}`, `rounded: {rounded.lg}`, padding `{spacing.xxl}` (32px).
- Plan name in `{typography.heading-lg}` ("Standard", "Plus", "Premium", "Metal", "Ultra").
**`plan-card-featured`** — featured plan card
- Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.body-md}`, `rounded: {rounded.lg}`, padding `{spacing.xxl}`.
- Cobalt-violet inversion of `{component.plan-card}` — used on the recommended tier.
**`product-mockup`** — full-bleed product asset
- Background `{colors.canvas-dark}`, the asset itself fills the band, `rounded: {rounded.xl}` on the device chrome.
- Phone, card, and terminal mockups — no caption overlay, no surrounding chrome.
**`download-tile`** — app store download tile
- Background `{colors.surface-soft}`, text `{colors.ink}`, type `{typography.body-sm}`, `rounded: {rounded.md}`, padding `12px 20px`, height 56px.
- App Store + Google Play download buttons, side-by-side.
### Inputs & Forms
**`text-input`** — default input
- Background `{colors.canvas-light}`, text `{colors.ink}`, type `{typography.body-md}`, 1px solid `{colors.hairline-light}`, `rounded: {rounded.md}`, padding `14px 16px`, height 56px.
- Generous height for fintech accessibility — comfortably exceeds WCAG AAA touch target.
### Navigation
**`nav-bar`** — top nav (desktop)
- Background `{colors.canvas-dark}`, text `{colors.on-dark}`, type `{typography.button-md}`, height 64px.
- Left: wordmark logo. Centre: top-level nav ("Personal", "Business", "Company"). Right: language switcher + "Log in" + `{component.button-primary}`.
**`nav-bar`** (mobile)
- Same height 64px, collapses centre nav into a hamburger icon. Logo stays left, sign-in CTA stays right.
**`sub-nav-pill`** — sub-nav chip
- Pill chips set in a horizontal row inside dark sections (e.g. "Personal", "Business", "Premium"), `{component.sub-nav-pill}` styling.
### Signature Components
**`badge-tag`** — neutral tag
- Background `{colors.surface-soft}`, text `{colors.ink}`, type `{typography.caption}`, `rounded: {rounded.full}`, padding `4px 12px`.
- Inline tags inside feature cards.
**`badge-feature`** — feature highlight badge
- Background `{colors.primary}`, text `{colors.on-primary}`, type `{typography.caption}`, `rounded: {rounded.full}`, padding `4px 12px`.
- "New", "Most popular" badges anchored on plan cards.
**`footer`** — global footer
- Background `{colors.canvas-dark}`, text `{colors.on-dark-mute}`, type `{typography.body-sm}`, `rounded: {rounded.none}`, padding `80px 24px`.
- Multi-column quick-links grid above a copyright + regulatory disclosure block separated by `{colors.divider-soft}`.
## Do's and Don'ts
### Do
- Switch full bands between `{colors.canvas-dark}` (storytelling) and `{colors.canvas-light}` (catalogue). The two-mode rhythm is core.
- Use `{component.button-primary}` (white pill on dark) as the primary CTA on every dark hero band. It's the brand's loudest action.
- Reserve `{colors.primary}` for the featured plan card and the brand wordmark — the cobalt should feel like a deliberate stamp, not a colour theme.
- Set hero headlines in **Aeonik Pro 500** at 80136px with `lineHeight: 1.0` and large negative letter-spacing.
- Use **Inter** for body, button labels, captions — never substitute Aeonik Pro for body type.
- Apply `{rounded.full}` to every button and pill; `{rounded.lg}` (20px) to feature and plan cards; `{rounded.md}` (12px) to inputs.
- Show product mockups full-bleed inside dark sections — the asset IS the section.
- Use the wide accent palette (`{colors.accent-teal}`, `{colors.accent-pink}`, `{colors.accent-light-green}`, etc.) inside product illustrations and iconography only.
### Don't
- Don't use accent colours (`{colors.accent-teal}`, `{colors.accent-pink}`, etc.) as button surfaces. They live inside illustrations only.
- Don't use a near-black canvas. The brand is `#000000`, not `#0a0a0a`.
- Don't pair white text with cobalt violet inside body content — `{colors.primary}` is for the featured plan card surface, not large prose.
- Don't add drop shadows on cards. Elevation is canvas + surface-luminance shifts.
- Don't introduce a secondary brand colour. Cobalt violet is the only brand stamp.
- Don't loosen Aeonik Pro `lineHeight` past 1.0 on display sizes. Tight stacking is structural.
- Don't bump body Inter to weight 500. Use 400 (default) or 600 (emphatic) — never the in-between.
- Don't pair `{colors.canvas-dark}` with another dark surface beyond `{colors.surface-elevated}`. The surface ladder has only two dark steps.
## Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Desktop XL | ≥ 1440px | 4-up plan grid, full-bleed product mockup bands, max content 1200. |
| Desktop | 12801439px | Container shrinks; xl side padding. |
| Tablet Large | 10241279px | Plan grid 4-up; feature grid 3-up. |
| Tablet | 7681023px | Plan grid 2-up; feature grid 2-up. |
| Mobile Large | 426767px | Plan grid 1-up; feature grid 1-up; nav collapses to hamburger; hero `display-xxl` clamps to 64px. |
| Mobile | ≤ 425px | All grids 1-up; hero clamps to 48px; section padding `{spacing.section}` collapses to 64px. |
### Touch Targets
- All buttons ship at minimum 48px tall — comfortably exceeds WCAG AAA (44px). Default `{component.button-primary}` is 48px.
- `{component.text-input}` is 56px tall — fintech-grade accessibility.
- `{component.button-pill-sm}` (36px) is bumped to 44px on mobile via padding adjustment.
### Collapsing Strategy
- Top-level nav collapses to hamburger at < 1024px; the wordmark and `{component.button-primary}` stay anchored.
- Hero `{typography.display-xxl}` clamps: 136px → 80px → 64px → 48px across the breakpoint ladder.
- Plan grid steps from 4-up to 2-up at < 1024px to 1-up at < 768px.
- Product mockup bands maintain full-bleed at every breakpoint; the asset crops inward rather than letterboxing.
- Sub-nav pills convert from a wrap row to a horizontal scroll-rail at < 768px.
### Image Behavior
- Phone and card mockups are served at 1.5× and 2× DPR; below 768px the system swaps to a smaller hero crop.
- Product photography retains its own atmospheric lighting at every breakpoint — no responsive variant assets.
## Iteration Guide
1. Focus on ONE component at a time. Most surfaces share the `{colors.canvas-dark}` / `{colors.canvas-light}` pair with `{rounded.full}` for buttons and `{rounded.lg}` for cards.
2. Reference component names and tokens directly (`{colors.primary}`, `{component.plan-card-featured}`, `{rounded.lg}`) — do not paraphrase.
3. Run `npx @google/design.md lint DESIGN.md` after edits; orphaned-tokens warnings will catch unused entries.
4. Add new variants as separate entries (`-pressed`, `-featured`, `-disabled`) — do not bury them in prose.
5. Default body type to `{typography.body-md}` (Inter 400 with positive tracking); reach for `{typography.body-md-bold}` only on emphasis.
6. Keep `{colors.primary}` scarce — if more than one cobalt-violet element appears per viewport, ask whether one should drop to `{component.plan-card}` (`{colors.surface-elevated}`) instead.
## Known Gaps
- Pressed/active visual states are documented for `button-primary-pressed` only; other components rely on focus-ring (browser default) for interactive feedback.
- Logged-in app surfaces (transactions, transfers, account settings) are out of scope — only the public marketing canvas is documented.
- The wide accent palette (`{colors.accent-teal}` through `{colors.accent-brown}`) is captured from the extracted token set, but exact usage inside product illustrations varies per market and product line; document per-illustration rather than as system buttons.
- Mobile-app screenshot art direction (phone bezels, status bars) is product-photography territory and not standardised as design tokens.

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