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design-systems: add 74 brand DESIGN.md files (VoltAgent/awesome-design-md)

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- 74 brands: airbnb, stripe, apple, figma, linear, vercel, etc.
- 147 files: DESIGN.md + README.md per brand (~2.1 MB)
- Each DESIGN.md contains structured brand analysis (colors, typography, components)
- Updated 00-overview.md with new design-systems directory
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00-overview.md
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| 🎯 Landing | 25 patterns | ✅ Complete |
| 🎬 Blender Pipeline | 1 pipeline spec | ✅ Complete |
| ⚙️ Deterministic Gen | 1 methodology | ✅ Complete |
| **Total** | **82 patterns + assets** | **✅ Complete** |
| 🏢 Brand Design Systems | 74 brands (147 DESIGN.md) | ✅ Complete |
| **Total** | **82 patterns + 74 brand systems + assets** | **✅ Complete** |
## 📁 Structure
@@ -84,6 +85,17 @@ wow-design-wiki/
│ ├── media/00-media-prompts.md
│ ├── psychology/00-psychology-prompts.md
│ └── system/00-system-prompts.md
├── design-systems/
│ ├── airbnb/
│ │ ├── DESIGN.md (brand analysis: colors, typography, components)
│ │ └── README.md
│ ├── stripe/
│ │ ├── DESIGN.md
│ │ └── README.md
│ ├── ... (72 more brands)
│ └── zapier/
│ ├── DESIGN.md
│ └── README.md
└── assets/
├── icons/
│ ├── carbon/ (2673 SVG icons, 2.5 MB)
concepts/accessibility-standards.md
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---
title: Accessibility (WCAG) Standards
description: Web accessibility guidelines for premium design.
tags: [accessibility, wcag, contrast, screen-reader, keyboard]
---
# Accessibility (WCAG) Standards
## WCAG 2.1 Level AA Requirements
### 1. Perceivable
- Text alternatives for non-text content
- Captions for multimedia
- Content adaptable (1 column, no scroll)
- Color contrast: 4.5:1 (normal), 3:1 (large)
### 2. Operable
- Keyboard accessible
- Enough time to read/use
- No flashing >3 times/second
- Navigable (skip links, headings, focus)
### 3. Understandable
- Readable text
- Predictable navigation
- Input assistance (labels, placeholders)
### 4. Robust
- Compatible with assistive tech
- Valid HTML
- ARIA labels where needed
## Focus Management
```css
:focus-visible {
outline: 2px solid var(--accent-primary);
outline-offset: 2px;
border-radius: 2px;
}
```
## Screen Reader Patterns
```html
<!-- Skip link -->
<a href="#main" class="skip-link">Skip to content</a>
<!-- Landmarks -->
<header role="banner">...</header>
<nav role="navigation">...</nav>
<main role="main">...</main>
<footer role="contentinfo">...</footer>
<!-- Live regions -->
<div aria-live="polite" role="status">Loading...</div>
```
## Anti-Patterns
- Never rely on color alone
- Never remove focus outlines without replacement
- Never use `display: none` for hiding content that should be accessible
- Never skip heading hierarchy (h1 → h2 → h3)
concepts/animation-physics.md
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---
title: Animation Physics & Easing
description: Natural-feeling animations that follow physical principles.
tags: [animation, physics, easing, motion, motion-design]
---
# Animation Physics & Easing
## Easing Curves
### ease-out (default)
```
cubic-bezier(0.25, 0.1, 0.25, 1.0)
```
- Use for: entrances, hovers, reveals
- Feel: snappy, confident
### ease-in-out
```
cubic-bezier(0.4, 0.0, 0.2, 1.0)
```
- Use for: page transitions, modals
- Feel: smooth, balanced
### spring (natural bounce)
```
cubic-bezier(0.34, 1.56, 0.64, 1.0)
```
- Use for: magnetic buttons, pull-to-refresh
- Feel: lively, tactile
## Duration Scale
| Context | Duration | Use Case |
|---------|----------|----------|
| Fast | 150ms | Icon hover, tooltip |
| Normal | 300ms | Button hover, card lift |
| Slow | 500ms | Page transitions, modals |
| Epic | 800ms | Hero section reveals |
## Stagger Timing
```
stagger = 0.06s - 0.12s per element
```
- Grid items: 0.08s
- List items: 0.06s
- Navigation: 0.05s
## Physics Rules
1. **Objects don't start at max speed** — always ease-out
2. **Heavier elements move slower** — scale duration with size
3. **Movement creates momentum** — add overshoot for spring effects
4. **Elements react to each other** — chain animations logically
5. **Silence matters** — pause between animation sequences
## Anti-Patterns
- Never use linear easing (feels robotic)
- Never animate everything at once (stagger!)
- Never exceed 500ms for micro-interactions
- Never ignore `prefers-reduced-motion`
concepts/ant-design-chinese-systems.md
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---
title: Ant Design and Chinese Enterprise Design Systems
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, design-system, chinese-design]
sources:
- raw/articles/web-design-research.md
- https://ant.design/
- https://tdesign.tencent.com/
confidence: high
---
# Ant Design и Китайские Enterprise-дизайн системы
## Ant Design (Ant Group / Alibaba)
Самая популярная enterprise-дизайн система в мире (после Material Design).
### 5 принципов Ant Design
1. **Proximity** — близость: связанные элементы группируются
2. **Alignment** — выравнивание: создаёт визуальный порядок
3. **Contrast** — контраст: выделяет важное
4. **Repetition** — повторение: создаёт единообразие
5. **Consistency** — последовательность: основа доверия
### Ценности дизайн-языка
- **Natural** — естественность: интеракции, следующие физическому миру
- **Certain** — определённость: предсказуемое поведение интерфейса
- **Meaningful** — осмысленность: каждый элемент служит цели
- **Growing** — рост: система развивается с пользователем
### Техническая база
- React-компоненты (TypeScript)
- Design Tokens (CSS Variables)
- 70+ компонентов
- Темы: светлая, тёмная, кастомная
- i18n (включая 50+ языков)
## TDesign (Tencent)
Китайская альтернатива Ant Design от Tencent.
### Особенности
- Vue 3, React, Angular, Mobile — 4 фреймворка сразу
- 500+ компонентов (один из самых больших наборов)
- Цветовая система на основе оттенков (10 ступеней на цвет)
- Адаптивная: desktop → mobile одной библиотекой
- Полностью открытая (MIT)
## Общие черты китайских дизайн-систем
- Высокая плотность контента (по умолчанию compact mode)
- Вертикальная ориентация (узкие экраны — стандарт)
- Многоцветность (богатые палитры, градиенты)
- Enterprise-first (мощные таблицы, фильтры, дашборды)
- Анимация как часть дизайна (микро-взаимодействия обязательны)
## Применение для российских сайтов
- взять систему токенов и компонентный подход
- использовать compact mode для информативных дашбордов
- кастомизировать цвета под российский рынок (не ярко-красный, а приглушённый)
- анимации умеренно — для РФ важнее скорость загрузки (медленный интернет в регионах)
concepts/apple-hig-principles.md
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---
title: Apple HIG Design Principles
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, ux]
sources:
- https://developer.apple.com/design/human-interface-guidelines/
- https://applemagazine.com/apple-human-interface-blueprint/
confidence: high
---
# Apple Human Interface Guidelines — Ключевые принципы
## 3 столпа философии дизайна Apple
### Clarity (Ясность)
Контент — король. UI-элементы не должны конкурировать с контентом.
- Чистая типографика, достаточный размер шрифта
- Минимум декоративных элементов
- Иконки должны быть простыми и узнаваемыми
- Цвет используется осмысленно — для акцентов, а не украшения
### Deference (Уважение)
Интерфейс служит контенту, а не наоборот.
- Прозрачные панели, blur-эффекты создают ощущение контекста
- UI-элементы исчезают, когда не нужны
- Анимация лишь поддерживает взаимодействие, не доминирует
### Depth (Глубина)
Визуальная иерархия через слои и движение.
- Параллакс, тени, наслоение создают иллюзию трёхмерности
- Реалистичное движение помогает понимать, откуда пришёл элемент
- Navigate через жесты (swipe back) — физическая метафора
## Практические правила Apple HIG
1. **Aesthetic Integrity** — визуальный стиль соответствует функции (игровой UI ≠ корпоративный UI)
2. **Consistency** — стандартные жесты, паттерны, иконки по всей платформе
3. **Direct Manipulation** — пользователь управляет объектами напрямую (слайдер, перетаскивание)
4. **Feedback** — каждое действие получает отклик
5. **Metaphors** — виртуальные объекты ведут себя как физические (перелистывание страниц)
6. **User Control** — пользователь инициирует действия, а не система
## Применение к веб-дизайну (не iOS)
- **Clarity**: использовать крупные заголовки, чёткую типографику, минимум UI-шума
- **Deference**: контентные секции с прозрачными разделителями, CTA под контент
- **Depth**: плавные page-transitions, hover-эффекты с тенью, cascade-слои
- **Aesthetic Integrity**: стиль под цель — для лендинга больше пространства, для магазина — плотнее
concepts/checkout-ux-baymard.md
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---
title: Checkout UX Research (Baymard)
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, ux, conversion]
sources:
- https://baymard.com/blog/current-state-of-checkout-ux
- https://baymard.com/lists/cart-abandonment-rate
confidence: high
---
# Checkout UX Research — Baymard Institute
## Контекст
Baymard Institute — независимый датский исследовательский институт.
Проанализировали 326 топовых e-commerce сайтов, тысячи аннотированных скриншотов.
## Ключевые цифры
- **65%** топовых e-commerce сайтов показывают «посредственный» или худший UX в checkout
- **$260 млрд** — восстановимый объём брошенных корзин в год
- **11 ключевых проблем** в checkout (обновлено 2025–2026)
## Топ-3 проблемы checkout (Baymard 2025–2026)
### 1. Слишком строгие требования к паролю (65% сайтов ошибаются)
Сложные требования к паролю вызывают до **19% отказов** от оформления у существующих пользователей (не могут войти).
**Решение**: минимум требований — 6-8 символов. Использовать magic links, 2FA вместо сложных паролей.
### 2. «Дата доставки» вместо «Скорости доставки» (48% ошибаются)
Пользователя интересует: «Когда я получу заказ?», а не «Скорость доставки».
**Решение**: показывать конкретную дату вместо «2-5 рабочих дней».
Пример: «Заказ прибудет во вторник, 8 июня» вместо «Standard: 4-7 Business Days».
### 3. Излишняя сложность регистрации
Принуждение к созданию аккаунта — одна из главных причин бросания корзины.
**Решение**: Guest checkout как опция по умолчанию. Account creation опционально или после покупки.
## Практические выводы (адаптировано для российского рынка)
- Guest checkout — обязателен (в РФ особенно: пользователи не доверяют регистрации)
- Показывать реальную дату доставки по адресу (через API СДЭК/Почты)
- Минимум обязательных полей в форме
- Индикатор прогресса (шаг 1 из 3)
- Безопасность: иконка замка, https, логотипы платёжных систем
- НЕ просить подтверждение email до завершения оплаты
concepts/clarity-vs-creativity.md
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---
title: Clarity vs Creativity
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, clarity-vs-creativity]
sources:
- raw/articles/crawford-conversion-principles.md
- raw/articles/crawford-15-tips.md
- raw/articles/crawford-26-lessons.md
confidence: high
---
# Clarity vs Creativity — Ясность vs Креативность
## Центральный принцип Crawford
> **Clarity beats design every time.**
> Уродливые сайты генерируют миллионы. Красивые — ноль конверсий.
> Разница в ясности.
## Homepage за 2 секунды
Пользователь должен понять:
1. Что это?
2. Для кого?
3. Что делать?
Если нет — сайт провален, независимо от красоты дизайна.
## Когда креативность оправдана
- Когда она усиливает ясность, а не заменяет её
- В брендинге, анимациях, деталях
- В дизайн-системах творческих индустрий
## Когда креативность вредит
- Анимация ради анимации
- Нестандартная навигация
- Сложные визуалы, замедляющие понимание
- Жаргон вместо ясного текста
## Принцип: Consistency beats cleverness
Скучная, но последовательная система победит умную, но хаотичную.
concepts/color-theory.md
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---
title: Color Theory for Web
description: Understanding color harmony, contrast, and psychological impact.
tags: [color, theory, psychology, contrast, harmony]
---
# Color Theory for Web
## Color Harmony Models
### Monochromatic (Safe)
- Single hue with tints/shades
- Use: backgrounds, subtle UI
- Example: `#0a0a0a` → `#1a1a1a` → `#2a2a2a`
### Analogous (Natural)
- Colors next to each other on wheel
- Use: gradients, section backgrounds
- Example: `#6366f1` → `#8b5cf6` → `#a78bfa`
### Complementary (Bold)
- Opposite colors on wheel
- Use: CTAs, accent elements
- Example: `#6366f1` + `#f59e0b`
### Triadic (Vibrant)
- Three colors 120° apart
- Use: feature cards, badges
- Example: `#6366f1` + `#10b981` + `#f59e0b`
## Color Roles
| Role | Ratio | Purpose | Example |
|------|-------|---------|---------|
| Background | 60% | Canvas | `#0a0a0a` |
| Surface | 30% | Cards, sections | `#111111` |
| Accent | 10% | CTA, links, highlights | `#6366f1` |
## WCAG Contrast Ratios
| Level | Ratio | Use Case |
|-------|-------|----------|
| AA Normal | 4.5:1 | Body text (16px) |
| AA Large | 3:1 | Headings, icons >24px |
| AAA | 7:1 | Critical information |
## Psychological Color Mapping
- **Blue (#6366f1)**: Trust, technology, reliability
- **Green (#10b981)**: Success, growth, action
- **Orange (#f59e0b)**: Warning, urgency, attention
- **Red (#ef4444)**: Error, danger, delete
- **Purple (#8b5cf6)**: Creativity, premium, AI
- **Cyan (#06b6d4)**: Innovation, futuristic, data
## Anti-Patterns
- Never use more than 3 accent colors
- Never put accent color on text without checking contrast
- Never use pure `#000000` or `#ffffff`
- Never ignore dark/light mode variants
concepts/customer-journey-mapping.md
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---
title: Customer Journey Mapping
description: Designing for each stage of the user's decision process.
tags: [journey, mapping, UX, conversion, funnel]
---
# Customer Journey Mapping
## 6 Stages of Customer Journey
### 1. Awareness
- **Goal:** Capture attention
- **Design:** Hero with bold statement
- **Metrics:** Time on page, scroll depth
### 2. Interest
- **Goal:** Engage with content
- **Design:** Problem metrics, social proof
- **Metrics:** Scroll depth, section engagement
### 3. Consideration
- **Goal:** Evaluate solution
- **Design:** Feature comparison, pricing
- **Metrics:** Pricing page views, CTA clicks
### 4. Evaluation
- **Goal:** Build trust
- **Design:** Testimonials, case studies
- **Metrics:** Trust signal clicks, form fills
### 5. Decision
- **Goal:** Convert
- **Design:** CTA above the fold, guarantee
- **Metrics:** Conversion rate, form submissions
### 6. Retention
- **Goal:** Keep engaged
- **Design:** Onboarding, newsletter signup
- **Metrics:** Activation rate, engagement
## Landing Page Journey Flow
```
Hero (Awareness)
↓
Problem (Interest)
↓
Solution (Consideration)
↓
Features (Evaluation)
↓
Social Proof (Trust)
↓
Pricing (Decision)
↓
CTA (Conversion)
```
## Anti-Patterns
- Don't put pricing before social proof
- Don't ask for too much information upfront
- Don't hide CTA below the fold
- Don't skip mobile experience
concepts/dark-mode-design.md
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---
title: Dark Mode Design Patterns
description: Best practices for dark-themed premium websites.
tags: [design, dark-mode, accessibility, patterns]
---
# Dark Mode Design Patterns
## Core Principles
### 1. Not Pure Black
- Background: `#0a0a0a` or `#111111` (not `#000000`)
- Pure black causes eye strain on OLED
- Subtle gradient: `#0a0a0a` → `#0f0f0f`
### 2. Surface Hierarchy
- Layer 1 (bg): `#0a0a0a`
- Layer 2 (cards): `#111111`
- Layer 3 (elevated): `#1a1a1a`
- Elevation via lighter shade, not shadow
### 3. Text Colors
- Primary: `#f5f5f5` (90% white)
- Secondary: `#a0a0a0` (60% white)
- Muted: `#666666` (40% white)
- Never use pure `#ffffff` (too harsh)
### 4. Border Treatment
- Use `rgba(255,255,255,0.08)` for subtle borders
- Hover states: `rgba(255,255,255,0.15)`
- Focus states: `accent-color` ring
### 5. Accent Colors
- Lighter variants work better on dark
- `#6366f1` → `#818cf8` for hover
- Ensure 3:1 contrast ratio for accents
## CSS Implementation
```css
:root {
--bg-primary: #0a0a0a;
--bg-surface: #111111;
--bg-elevated: #1a1a1a;
--text-primary: #f5f5f5;
--text-secondary: #a0a0a0;
--text-muted: #666666;
--border-subtle: rgba(255,255,255,0.08);
--accent-primary: #6366f1;
--accent-hover: #818cf8;
}
```
## Anti-Patterns
- Never use pure `#000000` background
- Never use pure `#ffffff` text
- Never rely on shadows for elevation in dark mode
- Never skip contrast checking (WCAG AA minimum)
concepts/design-principles.md
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---
title: Design Principles for Conversion
description: Core design principles that drive conversions on premium landing pages.
tags: [design, conversion, psychology, principles]
---
# Design Principles for Conversion
## 1. Visual Hierarchy
- Size = importance (H1 > H2 > Body > Caption)
- Color = action (CTA buttons should be most contrasting)
- Whitespace = focus (isolate key elements)
## 2. Fitt's Law
- Make CTAs large and easily clickable
- Place important actions within thumb reach on mobile
- Use 48x48px minimum touch targets
## 3. Hick's Law
- Simplify choices on first view
- Progressive disclosure: show more on interaction
- Limit CTA buttons to 1-2 per section
## 4. Weber-Fechner Law
- Gradual changes feel natural
- Animations should be smooth (ease-in-out)
- Incremental reveal builds anticipation
## 5. Von Restorff Effect
- Stand-out elements are remembered
- Use accent color for primary CTA
- Unique visual treatment for key metrics
## Anti-Patterns
- Don't use accent color for everything
- Don't make all headings the same size
- Don't cram content — respect whitespace
concepts/design-systems.md
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---
title: Brand Identity Design
description: Building consistent brand identity across web presence.
tags: [brand, identity, logo, colors, typography, consistency]
---
# Brand Identity Design
## Brand Elements Hierarchy
### 1. Logo
- Primary: Full logo with wordmark
- Secondary: Icon-only for favicons
- Monochrome: For dark/light backgrounds
- Minimum size: 32px height
### 2. Color Palette
```
Brand Colors:
├── Primary: #6366f1
├── Secondary: #8b5cf6
├── Accent: #10b981
└── Neutrals: #f5f5f5, #a0a0a0, #666666, #111111
```
### 3. Typography
- Display font: For headings
- Body font: For content
- Max 2 type families per brand
### 4. Imagery Style
- Photography: Consistent lighting, mood
- Illustrations: Flat, isometric, or abstract
- Icons: 2px stroke, consistent style
## Brand Voice Guidelines
| Channel | Tone | Example |
|---------|------|---------|
| Website | Professional, clear | "Simplify your workflow" |
| Social | Conversational | "Try it out today!" |
| Email | Personal, direct | "Hi John, we noticed..." |
| Support | Empathetic, helpful | "Let's figure this out together" |
## Anti-Patterns
- Never use more than 2 primary colors
- Never change fonts without approval
- Never stretch or distort logo
- Never ignore brand guidelines
concepts/dots-mocr.md
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---
title: dots.mocr — Multimodal OCR
created: 2026-06-15
updated: 2026-06-15
type: concept
tags: [ocr, inference, local-llm, pdf, parsing]
confidence: high
---
# dots.mocr — Multimodal OCR
**dots.mocr** — мультимодальная OCR-модель от [[xiaohongshu]] (小红书, rednote-hilab), 3B параметров на базе Qwen3-VL-4B. Распознаёт текст на русском, английском, китайском и других языках. Парсит PDF и изображения в структурированные данные (JSON + Markdown + визуализация).
- Репозиторий: https://github.com/rednote-hilab/dots.mocr
- Модель: https://huggingface.co/rednote-hilab/dots.mocr
- arXiv: https://arxiv.org/abs/2603.13032
## Сетап
**Директория:** `/home/nik/workspace/dots.mocr/`
**Окружение:** Python 3.12 (через `uv`), `.venv/`
**Зависимости:** PyTorch 2.7+ cu128, vLLM 0.23, transformers 4.57, PyMuPDF, flash-attn
```yaml
GPU: RTX 3080 Ti (12GB) — выделена под dots.mocr
CUDA_VISIBLE_DEVICES=1 (через враппер run_vllm_gpu1.py)
Порт: 8000
max_model_len: 16384 (ограничение VRAM)
```
## Запуск
### 1. Сервер vLLM
```bash
cd ~/workspace/dots.mocr
source .venv/bin/activate
python run_vllm_gpu1.py
```
Грузится ~50 сек, после этого отвечает на порту 8000.
### 2. Парсинг PDF/изображения
```bash
# Базовый запуск
python3 dots_mocr/parser.py file.pdf --port 8000 --model_name model \
--num_thread 8 --max_completion_tokens 12000
# Только текст (чистый md, без layout-разметки и base64-картинок) — быстрее
python3 dots_mocr/parser.py file.pdf --port 8000 --model_name model \
--num_thread 8 --max_completion_tokens 12000 --prompt prompt_ocr
# Или через скрипт-помощник
./parse.sh file.pdf --output ./results --prompt prompt_ocr
```
### 3. Получение результатов
```
results/ИмяФайла/
├── ИмяФайла_page_0.md # Markdown страницы
├── ИмяФайла_page_0.jpg # Визуализация с bbox
├── ИмяФайла_page_0.json # Layout JSON (если не prompt_ocr)
└── ИмяФайла_page_1.md
```
### 4. Склейка всех страниц и очистка
```bash
cd results/Папка
cat *_page_*.md > Итог.md
# Удалить base64-изображения (актуально для prompt_layout_all_en)
sed -e 's/!\[.*\](data:image[^)]*)//g' -e '/^[[:space:]]*$/d' Итог.md > Итог_clean.md
```
## Режимы (промпты)
| Промпт | Описание | Скорость |
|---|---|---|
| `prompt_layout_all_en` | Layout + текст + таблицы HTML + формулы LaTeX | ~20-30 с/стр |
| `prompt_ocr` | **Только текст** (без layout-разметки) | **~2-5 с/стр** ✅ |
| `prompt_layout_only_en` | Только детекция блоков (без текста) | быстро |
| `prompt_grounding_ocr` | OCR в заданном bbox | среднее |
| `prompt_web_parsing` | Парсинг веб-страниц | среднее |
| `prompt_scene_spotting` | Поиск текста на сцене | среднее |
| `prompt_image_to_svg` | Конвертация графики в SVG | среднее |
| `prompt_general` | Free-form QA (с --custom_prompt) | среднее |
## Особенности
- **prompt_ocr** работает в **10 раз быстрее** full layout и выдаёт чистый Markdown без base64-вставок для картинок. Рекомендуется для анализа текстовых документов.
- Для сложных PDF с таблицами, формулами и многостраничной вёрсткой — `prompt_layout_all_en` даёт полную картину (HTML таблицы, LaTeX формулы).
- Большие "Picture" элементы (декоративные блоки, фоны) могут содержать текст — `prompt_ocr` вытаскивает и его.
- `max_model_len=16384` — ограничение из-за 12GB VRAM. Для одного PDF-листа хватает.
## Проблемы
- vLLM v0.23 использует V1 engine с multiprocessing spawn, который сбрасывает `CUDA_VISIBLE_DEVICES`. Решение: враппер `run_vllm_gpu1.py` с `os.environ` + `if __name__ == "__main__"`.
- При `--gpu-memory-utilization > 0.9` может не хватить памяти для KV-кэша — падает на инициализации.
- **Порт 8000** — не конфликтует с llama-server (порт 8080).
## Связанное
- [[russian-ocr]] — Tesseract + RapidOCR на CPU (альтернатива без GPU)
- [[local-llm]] — общая инфраструктура локальных LLM
concepts/hyperframes-reels.md
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---
title: HyperFrames — Создание Reels из HTML
created: 2026-06-12
updated: 2026-06-12
type: concept
tags: [hyperframes, video, reels, gsap, tiktok]
sources:
- concepts/web-psychology.md
- concepts/micro-interactions.md
confidence: high
---
# HyperFrames — Создание профессиональных Reels из HTML
> **Формула:** HTML + GSAP анимации + Edge-TTS = готовый Reels без видеоредакторов
>
> *Инструкция для LLM-агента: создавай Reels через HyperFrames — пиши HTML, линтируй, рендери MP4.*
---
## Фаза 0: Подготовка
### 0.1. Проверка окружения
```bash
node --version # нужен 22+
ffmpeg -version # нужен 6.1.1+
npx hyperframes doctor # проверка окружения
```
**Требования:** Node.js 22+, FFmpeg 6.1.1+, Chromium (скачивается автоматически при первом рендере).
### 0.2. Структура проекта
```
reels-project/
├── index.html # МАСТЕР: root-контейнер, без <template>
├── compositions/
│ ├── 01-hook.html # Хук (0–3s): решает, смотреть или нет
│ ├── 02-intro.html # Интро (3–8s)
│ ├── 03-content.html # Контент (8–20s)
│ ├── 04-cta.html # CTA (20–30s): призыв к действию
│ └── 05-outro.html # Финал (25–30s): логотип + подписка
├── assets/
│ ├── narration.mp3 # Озвучка (Edge-TTS предпочтительно)
│ └── bg-music.mp3 # Фоновая музыка (тихо, -20dB)
└── lib/
└── gsap.min.js # Локальная копия GSAP (CDN = 404 в headless)
```
### 0.3. Разрешение для Reels
**1080×1920 (портрет, 9:16)** — стандарт для Reels/TikTok/Shorts.
```css
html, body { width: 1080px; height: 1920px; overflow: hidden; }
```
---
## Фаза 1: Написание композиции
### 1.1. Базовая структура (inline, без вложенных сцен)
```html
<!DOCTYPE html>
<html lang="ru">
<head>
<meta charset="UTF-8">
<style>
* { margin: 0; padding: 0; box-sizing: border-box; }
html, body { width: 1080px; height: 1920px; overflow: hidden; background: #0a0820; }
</style>
</head>
<body>
<div class="clip-text clip" data-track-index="2" data-start="0" data-type="text">
Как создать <span class="accent">Reels</span>
</div>
<script src="lib/gsap.min.js"></script>
<script>
const tl = gsap.timeline({ paused: true });
tl.from('.clip-text', { opacity: 0, y: 100, duration: 0.8, ease: 'power3.out' }, 0);
tl.set({}, {}, 10);
window.__timelines = window.__timelines || {};
window.__timelines['reels-hook'] = { timeline: tl, paused: true };
</script>
</body>
</html>
```
### 1.2. Правило трёх
Каждая композиция должна содержать:
- ✅ **Root:** `data-composition-id` + `data-width` + `data-height`
- ✅ **Timed Elements:** `class="clip"` + `data-start` + `data-duration` + `data-track-index`
- ✅ **Animations:** `gsap.timeline({ paused: true })` + регистрация на `window.__timelines`
### 1.3. Обязательные атрибуты
| Атрибут | Обязательный | Описание |
|---|---|---|
| `class="clip"` | Да | Элемент — клип видео |
| `data-start` | Да | Секунда начала |
| `data-duration` | Да | Длительность в секундах |
| `data-track-index` | Да | Трек/слой (уникальный для каждого клипа) |
| `data-type` | Нет | Тип элемента (`text`, `audio`, `clip`) |
**НЕ НАДО:** `data-duration` на clip НЕ нужен — длительность управляется GSAP-таймлайном.
### 1.4. Цветовая схема (проверенная)
```css
background: #0a0820; /* Глубокий тёмно-синий */
text: #fff; /* Белый текст */
accent: #00ff88; /* Зелёный акцент */
secondary: #8800ff; /* Фиолетовый */
muted: #888; /* Серый для подписей */
```
### 1.5. Шрифты
```html
<link href="https://fonts.googleapis.com/css2?family=Inter:wght@400;700;900&family=JetBrains+Mono:wght@400;700&display=swap" rel="stylesheet">
```
| Шрифт | Где |
|-------|-----|
| **Inter** | Заголовки, текст, CTA (мин 40px для мобильного) |
| **JetBrains Mono** | Код, цифры, технические блоки |
---
## Фаза 2: Режиссура Reels
### 2.1. Золотое правило: Hook первые 3 секунды
> **В Reels зритель скроллит каждые 0.5 секунды. Первые 3 секунды = жизнь видео.**
**Лучшие паттерны хуков (ранг):**
1. **Blur-in** — текст из размытия `blur(15px)` за 0.6s → `blur(0px)`
2. **Крупный заголовок** — `font-size: 72px`, акцентный цвет, fade-up
3. **Glitch** — `steps(1)` + RGB-сплит (для tech-аудитории)
```javascript
// Blur-in хук (самый надёжный)
tl.from('.hook-text', {
opacity: 0, y: 60, filter: 'blur(15px)',
duration: 0.6, ease: 'power3.out'
}, 0);
```
### 2.2. Каденция текста
> **1 фраза = 1 слайд. Средняя скорость русской речи: ~3 слова/сек.**
```
Хук: "HTML в Reels за 30 сек" → 3s
Интро: "Без видеоредакторов" → 3s
Контент: "HyperFrames = HTML → MP4" → 4s
Контент: "Пишите HTML, рендерите" → 4s
CTA: "Подпишись для туториалов" → 3s
Итого: 17s (минимум 20–30s для алгоритма)
```
### 2.3. Оптимальная длина
| Длина | Назначение | Сцен |
|---|---|---|
| 15–20s | Вирусный хук, тизер | 3–4 |
| 25–30s | Туториал (стандарт) | 5–7 |
| 35–45s | Глубокий разбор | 8–10 |
### 2.4. Эффекты для Reels (ранжированы)
**Подходит:**
- **Blur reveal** — универсальный, профессиональный
- **Кинетическая типографика** — по слову, держит внимание
- **Счётчик** — `onUpdate` обновляет `textContent`
- **Lower Thirds** — имя + бейдж + описание
- **SVG прогресс-кольцо** — метрики, проценты
- **Пульсирующая CTA** — `boxShadow` yoyo-repeat
**НЕ подходит для Reels:**
- Глитч — слишком агрессивный
- 3D параллакс — отвлекает от текста
- RGB-сплит — на мобильном barely заметен
### 2.5. Аудио = 50% успеха
```bash
# Edge-TTS (предпочтительно)
edge-tts --text "Текст озвучки" --voice ru-RU-DmitryNeural --write-media assets/narration.mp3
# Проверка длительности
ffprobe -v error -show_entries format=duration \
-of default=noprint_wrappers=1:nokey=1 assets/narration.mp3
```
**Голоса:**
| Голос | Тип |
|-------|-----|
| `ru-RU-DmitryNeural` | Мужской, нейтральный |
| `ru-RU-SvetlanaNeural` | Женский, тёплый |
| `ru-RU-SergeyNeural` | Мужской, энергичный |
---
## Фаза 3: Готовые паттерны (copy-paste)
### Паттерн 1: Счётчик
```html
<div class="stat-number" style="font-size:100px;font-weight:900;color:#00ff88">0</div>
```
```javascript
let counter = { val: 0 };
tl.to(counter, {
val: 10000,
duration: 2,
ease: 'power2.out',
onUpdate: () => {
document.querySelector('.stat-number').textContent =
Math.floor(counter.val).toLocaleString();
}
}, 0.5);
```
### Паттерн 2: Lower Thirds
```html
<div class="lower-third" style="position:fixed;bottom:300px;left:60px">
<div class="lt-name" style="font-size:40px;font-weight:700;color:#fff">HYPERFRAMES</div>
<div class="lt-line" style="width:100px;height:4px;background:#00ff88;margin-top:8px"></div>
<div class="lt-desc" style="font-size:24px;color:#888;margin-top:8px">HTML → MP4</div>
</div>
```
```javascript
tl.from('.lt-name', { x: -40, opacity: 0, duration: 0.4, ease: 'power2.out' }, 0.3);
tl.from('.lt-line', { scaleX: 0, transformOrigin: 'left', duration: 0.3 }, 0.5);
tl.from('.lt-desc', { x: -30, opacity: 0, duration: 0.4, ease: 'power2.out' }, 0.6);
```
### Паттерн 3: SVG прогресс-кольцо
```html
<svg width="160" height="160" viewBox="0 0 180 180">
<circle cx="90" cy="90" r="80" fill="none" stroke="#222" stroke-width="8"/>
<circle class="ring" cx="90" cy="90" r="80" fill="none" stroke="#00ff88" stroke-width="8"
stroke-dasharray="502" stroke-dashoffset="502" stroke-linecap="round"
transform="rotate(-90 90 90)"/>
</svg>
```
```javascript
tl.to('.ring', { strokeDashoffset: 0, duration: 2, ease: 'power2.out' }, 0.5);
```
### Паттерн 4: Пульсирующая CTA
```html
<div class="cta-button" style="
margin: 0 auto; padding: 24px 48px;
background: #00ff88; color: #000;
font-size: 36px; font-weight: 900;
border-radius: 16px;
">ПОДПИШИСЬ</div>
```
```javascript
tl.to('.cta-button', {
boxShadow: '0 0 40px rgba(0,255,136,0.6)',
duration: 0.3, yoyo: true, repeat: 3
}, 1);
```
### Паттерн 5: Кинетическая типографика
```html
<div style="overflow:hidden">
<span class="word" style="font-size:70px;font-weight:900;color:#fff;display:inline-block">КАЖДОЕ</span>
<span class="word" style="font-size:70px;font-weight:900;color:#00ff88;display:inline-block">СЛОВО</span>
</div>
```
```javascript
document.querySelectorAll('.word').forEach((word, i) => {
tl.from(word, {
y: 80, opacity: 0, filter: 'blur(15px)',
duration: 0.6, ease: 'power3.out'
}, i * 0.25);
});
```
### Паттерн 6: Детерминированные частицы (canvas)
```javascript
function mulberry32(a) {
return function() {
a |= 0; a = a + 0x6D2B79F5 | 0;
var t = Math.imul(a ^ a >>> 15, 1 | a);
t = t + Math.imul(t ^ t >>> 7, 61 | t) ^ t;
return ((t ^ t >>> 14) >>> 0) / 4294967296;
}
}
const rng = mulberry32(42); // всегда одинаковый результат
```
> **НИКОГДА** `Math.random()` в canvas — рендер будет не детерминированным.
---
## Фаза 4: Рендер и экспорт
### 4.1. Команды
```bash
npx hyperframes lint # ОБЯЗАТЕЛЬНО: проверка
npx hyperframes preview # Порт 3003, HMR
npx hyperframes render --quality high --workers 1 --output reels.mp4
```
### 4.2. Параметры рендера
| Параметр | Значение | Описание |
|---|---|---|
| `--quality` | `draft`, `standard`, `high` | draft = без аудио, standard/high = с аудио |
| `--workers` | `1` | Для тяжёлых композиций — ТОЛЬКО 1 |
| `-f` | `30` | FPS. 30 достаточно для Reels |
### 4.3. Микширование narration
```bash
# Без перекодирования видео (мгновенно)
ffmpeg -y -i reels.mp4 -i assets/narration.mp3 \
-c:v copy -c:a aac -b:a 192k -shortest \
-map 0:v:0 -map 1:a:0 \
-movflags +faststart \
reels-final.mp4
```
### 4.4. Проверка результата
```bash
# Поток
ffprobe -v error -show_entries stream=codec_type,codec_name reels-final.mp4
# Ожидаемо: video/h264 + audio/aac
```
---
## Фаза 5: Типичные ошибки
### Ошибка 1: Видео обрезается короче narration
**Решение:** добавить `tl.set({}, {}, DURATION)` в конец таймлайна.
### Ошибка 2: `gsap_infinite_repeat`
**Причина:** `repeat: -1` ломает детерминированный рендер.
**Решение:** `repeat: N` (конечное число).
### Ошибка 3: Canvas в screenshot mode
**Причина:** raw `requestAnimationFrame()` в inline `<script>`.
**Решение:** `setInterval` или вынести в `canvas.js`.
### Ошибка 4: `root_composition_missing_html_wrapper`
**Причина:** комментарий перед `<!DOCTYPE html>`.
**Решение:** `<!DOCTYPE html>` — строго первая строка.
### Ошибка 5: Перекрывающиеся клипы
**Решение:** каждый `.clip` — уникальный `data-track-index`.
### Ошибка 6: CSS `transform` + GSAP `y`/`x`
**Решение:** `xPercent`/`yPercent` вместо CSS `transform`.
### Ошибка 7: CDN GSAP = 404
**Решение:** локальная `lib/gsap.min.js`.
---
## Фаза 6: Чек-лист перед публикацией
- [ ] Хук в первые 3 секунды (blur-in / крупный текст)
- [ ] Длитель narration = длительность GSAP-таймлайна
- [ ] `npx hyperframes lint` — без ошибок
- [ ] `npx hyperframes preview` — каждый слайд визуально проверен
- [ ] `--workers 1` для тяжёлых композиций
- [ ] FFmpeg микширование: `-c:v copy -c:a aac`
- [ ] `ffprobe` — два потока (h264 + aac)
- [ ] Размер < 100MB (лимит Instagram)
- [ ] Разрешение 1080×1920 (портрет)
- [ ] Текст читается на мобильном (мин 40px)
---
## Готовые блоки
```bash
npx hyperframes add flash-through-white # Переход через вспышку
npx hyperframes add warm-grain # Зерно плёнки
npx hyperframes add instagram-follow # Анимация подписки
npx hyperframes add swiss-grid # Швейцарская сетка
npx hyperframes add lower-third # Нижний титр
```
## GSAP Easing
| Easing | Эффект | Применение |
|--------|--------|-----------|
| `power2.out`, `power3.out` | Плавное замедление | Появление текста |
| `back.out(1.7)` | Пружинящее | CTA-кнопки |
| `sine.inOut` | Мягкий синус | Фоновые элементы |
| `circ.inOut` | Медленное начало/конец | Элегантные переходы |
| `steps(1)` | Глитч | Резкие кадры |
concepts/industry-color-systems.md
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---
name: concepts/industry-color-systems
title: Industry Color Systems
description: 161 color palettes (11 tokens each) per industry — primary, secondary, accent, background, card, muted, border, destructive, ring.
tags: [colors, palette, design-tokens, industry, brand, accessibility]
source: ui-ux-pro-max-skill
---
# Industry Color Systems
161 цветовых систем, привязанных к типу продукта. Каждая система содержит 11 токенов (Primary, On Primary, Secondary, Accent и др.).
## Структура токенов
| Токен | Использование | Пример |
|-------|---------------|--------|
| **Primary** | Основной бренд-цвет | `#2563EB` |
| **On Primary** | Текст/иконки на primary | `#FFFFFF` |
| **Secondary** | Вспомогательный цвет | `#3B82F6` |
| **Accent** | CTA, важные действия | `#EA580C` |
| **Background** | Фон страницы | `#F8FAFC` |
| **Foreground** | Основной текст | `#1E293B` |
| **Card** | Фон карточек | `#FFFFFF` |
| **Muted** | Второстепенный текст | `#64748B` |
| **Border** | Границы элементов | `#E2E8F0` |
| **Destructive** | Ошибки, удаление | `#DC2626` |
| **Ring** | Focus ring | `#2563EB` |
---
## SaaS / B2B
| # | Продукт | Primary | Secondary | Accent | Background | Foreground |
|---|---------|---------|-----------|--------|------------|------------|
| 1 | SaaS (General) | `#2563EB` | `#3B82F6` | `#EA580C` | `#F8FAFC` | `#1E293B` |
| 2 | Micro SaaS | `#6366F1` | `#818CF8` | `#059669` | `#F5F3FF` | `#1E1B4B` |
| 6 | B2B Service | `#0F172A` | `#334155` | `#0369A1` | `#F8FAFC` | `#020617` |
| 30 | Knowledge Base | `#475569` | `#64748B` | `#2563EB` | `#F8FAFC` | `#1E293B` |
| 68 | Freelancer Platform | `#6366F1` | `#818CF8` | `#16A34A` | `#EEF2FF` | `#312E81` |
| 69 | Marketing Agency | `#EC4899` | `#F472B6` | `#0891B2` | `#FDF2F8` | `#831843` |
| 72 | Digital Products | `#6366F1` | `#818CF8` | `#16A34A` | `#EEF2FF` | `#312E81` |
| 101 | CRM & Client Mgmt | `#2563EB` | `#3B82F6` | `#059669` | `#F8FAFC` | `#0F172A` |
| 102 | Inventory Mgmt | `#334155` | `#475569` | `#059669` | `#F8FAFC` | `#0F172A` |
| 105 | Invoice & Billing | `#1E3A5F` | `#2563EB` | `#059669` | `#F8FAFC` | `#0F172A` |
| 108 | Parenting Tracker | `#EC4899` | `#F472B6` | `#0284C7` | `#FDF2F8` | `#0F172A` |
| 109 | Scanner & Doc Mgmt | `#1E293B` | `#334155` | `#2563EB` | `#F8FAFC` | `#0F172A` |
| 111 | Password Manager | `#1E3A5F` | `#334155` | `#059669` | `#0F172A` | `#FFFFFF` |
| 112 | Expense Splitter | `#059669` | `#10B981` | `#DC2626` | `#F8FAFC` | `#0F172A` |
| 113 | Voice Recorder | `#DC2626` | `#EF4444` | `#2563EB` | `#FFFFFF` | `#0F172A` |
| 114 | Bookmark & Read-Later | `#D97706` | `#F59E0B` | `#2563EB` | `#FFFBEB` | `#0F172A` |
| 115 | Translator App | `#2563EB` | `#0891B2` | `#EA580C` | `#F8FAFC` | `#0F172A` |
| 117 | Alarm & World Clock | `#D97706` | `#F59E0B` | `#6366F1` | `#0F172A` | `#FFFFFF` |
| 118 | File Manager | `#2563EB` | `#3B82F6` | `#D97706` | `#F8FAFC` | `#0F172A` |
| 119 | Email Client | `#2563EB` | `#3B82F6` | `#DC2626` | `#FFFFFF` | `#0F172A` |
| 120 | Casual Puzzle Game | `#EC4899` | `#8B5CF6` | `#F59E0B` | `#FDF2F8` | `#0F172A` |
| 121 | Trivia & Quiz | `#2563EB` | `#7C3AED` | `#F59E0B` | `#EFF6FF` | `#0F172A` |
| 131 | Link-in-Bio Builder | `#2563EB` | `#7C3AED` | `#EC4899` | `#FFFFFF` | `#0F172A` |
| 132 | Wardrobe Planner | `#BE185D` | `#EC4899` | `#D97706` | `#FDF2F8` | `#0F172A` |
| 135 | Couple App | `#BE185D` | `#EC4899` | `#DC2626` | `#FDF2F8` | `#0F172A` |
| 136 | Family Calendar | `#2563EB` | `#059669` | `#D97706` | `#F8FAFC` | `#0F172A` |
| 139 | Gift & Wishlist | `#DC2626` | `#D97706` | `#EC4899` | `#FFF1F2` | `#0F172A` |
| 145 | Medication Reminder | `#0284C7` | `#0891B2` | `#DC2626` | `#F0F9FF` | `#0F172A` |
| 146 | Water Tracker | `#0284C7` | `#06B6D4` | `#0891B2` | `#F0F9FF` | `#0F172A` |
| 147 | Fasting Timer | `#6366F1` | `#4338CA` | `#059669` | `#0F172A` | `#FFFFFF` |
| 148 | Anonymous Community | `#475569` | `#334155` | `#0891B2` | `#0F172A` | `#FFFFFF` |
| 149 | Local Events Discovery | `#EA580C` | `#F97316` | `#2563EB` | `#FFF7ED` | `#0F172A` |
| 150 | Study Together | `#2563EB` | `#3B82F6` | `#059669` | `#F8FAFC` | `#0F172A` |
| 151 | Coding Challenge | `#22C55E` | `#059669` | `#D97706` | `#0F172A` | `#FFFFFF` |
| 152 | Kids Learning | `#2563EB` | `#F59E0B` | `#EC4899` | `#EFF6FF` | `#0F172A` |
| 153 | Music Instrument | `#DC2626` | `#9A3412` | `#D97706` | `#FFFBEB` | `#0F172A` |
| 154 | Parking Finder | `#2563EB` | `#059669` | `#DC2626` | `#F0F9FF` | `#0F172A` |
| 155 | Public Transit | `#2563EB` | `#0891B2` | `#EA580C` | `#F8FAFC` | `#0F172A` |
| 156 | Road Trip Planner | `#EA580C` | `#0891B2` | `#D97706` | `#FFF7ED` | `#0F172A` |
| 157 | VPN & Privacy | `#1E3A5F` | `#334155` | `#22C55E` | `#0F172A` | `#FFFFFF` |
| 158 | Emergency SOS | `#DC2626` | `#EF4444` | `#2563EB` | `#FFF1F2` | `#0F172A` |
| 159 | Wallpaper App | `#7C3AED` | `#EC4899` | `#2563EB` | `#FAF5FF` | `#0F172A` |
| 160 | White Noise | `#475569` | `#334155` | `#4338CA` | `#0F172A` | `#FFFFFF` |
| 161 | Home Decoration | `#78716C` | `#A8A29E` | `#D97706` | `#FAF5F2` | `#0F172A` |
## E-Commerce / Retail
| # | Продукт | Primary | Secondary | Accent | Background | Foreground |
|---|---------|---------|-----------|--------|------------|------------|
| 3 | E-commerce | `#059669` | `#10B981` | `#EA580C` | `#ECFDF5` | `#064E3B` |
| 4 | E-commerce Luxury | `#1C1917` | `#44403C` | `#A16207` | `#FAFAF9` | `#0C0A09` |
| 34 | Beauty/Spa | `#EC4899` | `#F9A8D4` | `#8B5CF6` | `#FDF2F8` | `#831843` |
| 35 | Luxury Brand | `#1C1917` | `#44403C` | `#A16207` | `#FAFAF9` | `#0C0A09` |
| 36 | Restaurant | `#DC2626` | `#F87171` | `#A16207` | `#FEF2F2` | `#450A0A` |
| 54 | Brewery/Winery | `#7C2D12` | `#B91C1C` | `#A16207` | `#FEF2F2` | `#450A0A` |
| 63 | Bakery/Cafe | `#92400E` | `#B45309` | `#92400E` | `#FEF3C7` | `#78350F` |
| 95 | Food Delivery | `#EA580C` | `#F97316` | `#2563EB` | `#FFF7ED` | `#0F172A` |
| 97 | Recipe App | `#9A3412` | `#C2410C` | `#059669` | `#FFFBEB` | `#0F172A` |
| 106 | Grocery List | `#059669` | `#10B981` | `#D97706` | `#ECFDF5` | `#0F172A` |
## Finance / Banking
| # | Продукт | Primary | Secondary | Accent | Background | Foreground |
|---|---------|---------|-----------|--------|------------|------------|
| 7 | Financial Dashboard | `#0F172A` | `#1E293B` | `#22C55E` | `#020617` | `#F8FAFC` |
| 14 | Fintech/Crypto | `#F59E0B` | `#FBBF24` | `#8B5CF6` | `#0F172A` | `#F8FAFC` |
| 42 | Banking/Finance | `#0F172A` | `#1E3A8A` | `#A16207` | `#F8FAFC` | `#020617` |
| 43 | Online Course | `#0D9488` | `#2DD4BF` | `#EA580C` | `#F0FDFA` | `#134E4A` |
| 91 | Personal Finance | `#1E40AF` | `#3B82F6` | `#059669` | `#0F172A` | `#FFFFFF` |
| 104 | Appointment Booking | `#0284C7` | `#0EA5E9` | `#059669` | `#F0F9FF` | `#0F172A` |
## Health / Medical
| # | Продукт | Primary | Secondary | Accent | Background | Foreground |
|---|---------|---------|-----------|--------|------------|------------|
| 9 | Healthcare App | `#0891B2` | `#22D3EE` | `#059669` | `#ECFEFF` | `#164E63` |
| 23 | Mental Health | `#8B5CF6` | `#C4B5FD` | `#059669` | `#FAF5FF` | `#4C1D95` |
| 58 | Medical Clinic | `#0891B2` | `#22D3EE` | `#16A34A` | `#F0FDFA` | `#134E4A` |
| 59 | Pharmacy | `#15803D` | `#22C55E` | `#0369A1` | `#F0FDF4` | `#14532D` |
| 60 | Dental Practice | `#0EA5E9` | `#38BDF8` | `#0EA5E9` | `#F0F9FF` | `#0C4A6E` |
| 61 | Veterinary | `#0D9488` | `#14B8A6` | `#EA580C` | `#F0FDFA` | `#134E4A` |
| 94 | Habit Tracker | `#D97706` | `#F59E0B` | `#059669` | `#FFFBEB` | `#0F172A` |
| 98 | Meditation App | `#7C3AED` | `#8B5CF6` | `#059669` | `#FAF5FF` | `#0F172A` |
| 100 | Diary & Journal | `#92400E` | `#A16207` | `#6366F1` | `#FFFBEB` | `#0F172A` |
| 134 | Plant Care Tracker | `#15803D` | `#059669` | `#D97706` | `#F0FDF4` | `#0F172A` |
| 141 | Yoga & Stretching | `#6B7280` | `#78716C` | `#0891B2` | `#F5F5F0` | `#0F172A` |
| 143 | Calorie Counter | `#059669` | `#10B981` | `#EA580C` | `#ECFDF5` | `#0F172A` |
| 144 | Period Tracker | `#BE185D` | `#EC4899` | `#7C3AED` | `#FDF2F8` | `#0F172A` |
| 142 | Sleep Tracker | `#4338CA` | `#6366F1` | `#7C3AED` | `#0F172A` | `#FFFFFF` |
## Entertainment / Creative
| # | Продукт | Primary | Secondary | Accent | Background | Foreground |
|---|---------|---------|-----------|--------|------------|------------|
| 11 | Creative Agency | `#EC4899` | `#F472B6` | `#0891B2` | `#FDF2F8` | `#831843` |
| 13 | Gaming | `#7C3AED` | `#A78BFA` | `#F43F5E` | `#0F0F23` | `#E2E8F0` |
| 45 | Music Streaming | `#1E1B4B` | `#4338CA` | `#22C55E` | `#0F0F23` | `#F8FAFC` |
| 46 | Video Streaming | `#0F0F23` | `#1E1B4B` | `#E11D48` | `#000000` | `#F8FAFC` |
| 66 | News/Media | `#DC2626` | `#EF4444` | `#1E40AF` | `#FEF2F2` | `#450A0A` |
| 67 | Magazine/Blog | `#18181B` | `#3F3F46` | `#EC4899` | `#FAFAFA` | `#09090B` |
| 76 | Sports Team | `#DC2626` | `#EF4444` | `#DC2626` | `#FEF2F2` | `#7F1D1D` |
| 78 | Theater/Cinema | `#1E1B4B` | `#312E81` | `#CA8A04` | `#0F0F23` | `#F8FAFC` |
| 122 | Card & Board Game | `#15803D` | `#166534` | `#D97706` | `#0F172A` | `#FFFFFF` |
| 123 | Idle & Clicker | `#D97706` | `#F59E0B` | `#7C3AED` | `#FFFBEB` | `#0F172A` |
| 124 | Word & Crossword | `#15803D` | `#059669` | `#D97706` | `#FFFFFF` | `#0F172A` |
| 125 | Arcade & Retro | `#DC2626` | `#2563EB` | `#22C55E` | `#0F172A` | `#FFFFFF` |
| 126 | Photo Editor | `#7C3AED` | `#6366F1` | `#0891B2` | `#0F172A` | `#FFFFFF` |
| 127 | Short Video Editor | `#EC4899` | `#DB2777` | `#2563EB` | `#0F172A` | `#FFFFFF` |
| 128 | Drawing Canvas | `#7C3AED` | `#8B5CF6` | `#0891B2` | `#1C1917` | `#FFFFFF` |
| 129 | Music Creation | `#7C3AED` | `#6366F1` | `#22C55E` | `#0F172A` | `#FFFFFF` |
| 130 | Meme & Sticker Maker | `#EC4899` | `#F59E0B` | `#2563EB` | `#FFFFFF` | `#0F172A` |
| 131 | AI Photo & Avatar | `#7C3AED` | `#6366F1` | `#EC4899` | `#FAF5FF` | `#0F172A` |
## Travel / Events
| # | Продукт | Primary | Secondary | Accent | Background | Foreground |
|---|---------|---------|-----------|--------|------------|------------|
| 38 | Travel/Tourism | `#0EA5E9` | `#38BDF8` | `#EA580C` | `#F0F9FF` | `#0C4A6E` |
| 39 | Hotel/Hospitality | `#1E3A8A` | `#3B82F6` | `#A16207` | `#F8FAFC` | `#1E40AF` |
| 40 | Wedding Planning | `#DB2777` | `#F472B6` | `#A16207` | `#FDF2F8` | `#831843` |
| 65 | Airline | `#1E3A8A` | `#3B82F6` | `#EA580C` | `#EFF6FF` | `#1E40AF` |
| 156 | Road Trip Planner | `#EA580C` | `#0891B2` | `#D97706` | `#FFF7ED` | `#0F172A` |
| 18 | Event Management | `#7C3AED` | `#A78BFA` | `#EA580C` | `#FAF5FF` | `#4C1D95` |
| 137 | Mood Tracker | `#7C3AED` | `#6366F1` | `#D97706` | `#FAF5FF` | `#0F172A` |
## Tech / Developer
| # | Продукт | Primary | Secondary | Accent | Background | Foreground |
|---|---------|---------|-----------|--------|------------|------------|
| 7 | Analytics Dashboard | `#1E40AF` | `#3B82F6` | `#D97706` | `#F8FAFC` | `#1E3A8A` |
| 18 | AI/Chatbot Platform | `#7C3AED` | `#A78BFA` | `#0891B2` | `#FAF5FF` | `#1E1B4B` |
| 20 | NFT/Web3 | `#8B5CF6` | `#A78BFA` | `#FBBF24` | `#0F0F23` | `#F8FAFC` |
| 24 | Smart Home/IoT | `#1E293B` | `#334155` | `#22C55E` | `#0F172A` | `#F8FAFC` |
| 25 | EV/Charging | `#0891B2` | `#22D3EE` | `#16A34A` | `#ECFEFF` | `#164E63` |
| 27 | Podcast Platform | `#1E1B4B` | `#312E81` | `#F97316` | `#0F0F23` | `#F8FAFC` |
| 80 | Cybersecurity | `#00FF41` | `#0D0D0D` | `#FF3333` | `#000000` | `#E0E0E0` |
| 81 | Developer IDE | `#1E293B` | `#334155` | `#22C55E` | `#0F172A` | `#F8FAFC` |
| 82 | Biotech / Life Sciences | `#0EA5E9` | `#0284C7` | `#059669` | `#F0F9FF` | `#0C4A6E` |
| 83 | Space Tech | `#F8FAFC` | `#94A3B8` | `#3B82F6` | `#0B0B10` | `#F8FAFC` |
| 85 | Quantum Computing | `#00FFFF` | `#7B61FF` | `#FF00FF` | `#050510` | `#E0E0FF` |
| 86 | Biohacking / Longevity | `#FF4D4D` | `#4D94FF` | `#059669` | `#F5F5F7` | `#1C1C1E` |
| 87 | Drone Fleet Manager | `#00FF41` | `#008F11` | `#FF3333` | `#0D1117` | `#E6EDF3` |
| 88 | Generative Art | `#18181B` | `#3F3F46` | `#EC4899` | `#FAFAFA` | `#09090B` |
| 89 | Spatial Computing OS | `#FFFFFF` | `#E5E5E5` | `#FFFFFF` | `#000000` | `#999999` |
| 90 | Sustainable Energy | `#059669` | `#10B981` | `#059669` | `#ECFDF5` | `#064E3B` |
| 92 | Chat & Messaging | `#2563EB` | `#6366F1` | `#059669` | `#FFFFFF` | `#0F172A` |
| 93 | Notes & Writing | `#78716C` | `#A8A29E` | `#D97706` | `#FFFBEB` | `#0F172A` |
| 96 | Ride Hailing | `#1E293B` | `#334155` | `#2563EB` | `#0F172A` | `#FFFFFF` |
| 140 | Running & Cycling GPS | `#EA580C` | `#F97316` | `#059669` | `#0F172A` | `#FFFFFF` |
| 151 | Coding Challenge | `#22C55E` | `#059669` | `#D97706` | `#0F172A` | `#FFFFFF` |
| 110 | Calendar & Scheduling | `#2563EB` | `#3B82F6` | `#059669` | `#F8FAFC` | `#0F172A` |
## Education / Knowledge
| # | Продукт | Primary | Secondary | Accent | Background | Foreground |
|---|---------|---------|-----------|--------|------------|------------|
| 10 | Educational App | `#4F46E5` | `#818CF8` | `#EA580C` | `#EEF2FF` | `#1E1B4B` |
| 29 | Micro-Credentials | `#0369A1` | `#0EA5E9` | `#A16207` | `#F0F9FF` | `#0C4A6E` |
| 43 | Online Course | `#0D9488` | `#2DD4BF` | `#EA580C` | `#F0FDFA` | `#134E4A` |
| 78 | Language Learning | `#4F46E5` | `#818CF8` | `#16A34A` | `#EEF2FF` | `#312E81` |
| 79 | Coding Bootcamp | `#0F172A` | `#1E293B` | `#22C55E` | `#020617` | `#F8FAFC` |
| 103 | Flashcard & Study | `#7C3AED` | `#8B5CF6` | `#059669` | `#FAF5FF` | `#0F172A` |
| 152 | Kids Learning | `#2563EB` | `#F59E0B` | `#EC4899` | `#EFF6FF` | `#0F172A` |
## Services / Local Business
| # | Продукт | Primary | Secondary | Accent | Background | Foreground |
|---|---------|---------|-----------|--------|------------|------------|
| 36 | Real Estate | `#0F766E` | `#14B8A6` | `#0369A1` | `#F0FDFA` | `#134E4A` |
| 40 | Legal Services | `#1E3A8A` | `#1E40AF` | `#B45309` | `#F8FAFC` | `#0F172A` |
| 41 | Insurance | `#0369A1` | `#0EA5E9` | `#16A34A` | `#F0F9FF` | `#0C4A6E` |
| 55 | Home Services | `#1E40AF` | `#3B82F6` | `#EA580C` | `#EFF6FF` | `#1E3A8A` |
| 56 | Childcare/Daycare | `#F472B6` | `#FBCFE8` | `#16A34A` | `#FDF2F8` | `#9D174D` |
| 57 | Senior Care | `#0369A1` | `#38BDF8` | `#16A34A` | `#F0F9FF` | `#0C4A6E` |
| 62 | Florist/Plant Shop | `#15803D` | `#22C55E` | `#EC4899` | `#F0FDF4` | `#14532D` |
| 50 | Agriculture/Farm Tech | `#15803D` | `#22C55E` | `#A16207` | `#F0FDF4` | `#14532D` |
| 51 | Construction/Arch | `#64748B` | `#94A3B8` | `#EA580C` | `#F8FAFC` | `#334155` |
| 52 | Automotive | `#1E293B` | `#334155` | `#DC2626` | `#F8FAFC` | `#0F172A` |
| 53 | Photography Studio | `#18181B` | `#27272A` | `#F8FAFC` | `#000000` | `#FAFAFA` |
| 55 | Coworking Space | `#F59E0B` | `#FBBF24` | `#2563EB` | `#FFFBEB` | `#78350F` |
| 73 | Newsletter Platform | `#0369A1` | `#0EA5E9` | `#EA580C` | `#F0F9FF` | `#0C4A6E` |
| 74 | Church/Religious | `#7C3AED` | `#A78BFA` | `#A16207` | `#FAF5FF` | `#4C1D95` |
| 77 | Museum/Gallery | `#18181B` | `#27272A` | `#18181B` | `#FAFAFA` | `#09090B` |
## Social / Community
| # | Продукт | Primary | Secondary | Accent | Background | Foreground |
|---|---------|---------|-----------|--------|------------|------------|
| 15 | Social Media App | `#E11D48` | `#FB7185` | `#2563EB` | `#FFF1F2` | `#881337` |
| 21 | Remote Work Tool | `#6366F1` | `#818CF8` | `#059669` | `#F5F3FF` | `#312E81` |
| 23 | Mental Health | `#8B5CF6` | `#C4B5FD` | `#059669` | `#FAF5FF` | `#4C1D95` |
| 28 | Dating App | `#E11D48` | `#FB7185` | `#EA580C` | `#FFF1F2` | `#881337` |
| 71 | Membership/Community | `#7C3AED` | `#A78BFA` | `#16A34A` | `#FAF5FF` | `#4C1D95` |
| 48 | Marketplace P2P | `#7C3AED` | `#A78BFA` | `#16A34A` | `#FAF5FF` | `#4C1D95` |
| 47 | Job Board/Recruiting | `#0369A1` | `#0EA5E9` | `#16A34A` | `#F0F9FF` | `#0C4A6E` |
| 49 | Logistics/Delivery | `#2563EB` | `#3B82F6` | `#EA580C` | `#EFF6FF` | `#1E40AF` |
| 22 | Pet Tech | `#F97316` | `#FB923C` | `#2563EB` | `#FFF7ED` | `#9A3412` |
| 26 | Subscription Box | `#D946EF` | `#E879F9` | `#EA580C` | `#FDF4FF` | `#86198F` |
## Utility / Tools
| # | Продукт | Primary | Secondary | Accent | Background | Foreground |
|---|---------|---------|-----------|--------|------------|------------|
| 1 | SaaS (General) | `#2563EB` | `#3B82F6` | `#EA580C` | `#F8FAFC` | `#1E293B` |
| 5 | Financial Dashboard | `#0F172A` | `#1E293B` | `#22C55E` | `#020617` | `#F8FAFC` |
| 8 | Healthcare App | `#0891B2` | `#22D3EE` | `#059669` | `#ECFEFF` | `#164E63` |
| 12 | Gaming | `#7C3AED` | `#A78BFA` | `#F43F5E` | `#0F0F23` | `#E2E8F0` |
| 32 | Beauty/Spa | `#EC4899` | `#F9A8D4` | `#8B5CF6` | `#FDF2F8` | `#831843` |
| 33 | Luxury Brand | `#1C1917` | `#44403C` | `#A16207` | `#FAFAF9` | `#0C0A09` |
| 37 | Fitness/Gym | `#F97316` | `#FB923C` | `#22C55E` | `#1F2937` | `#F8FAFC` |
| 99 | Weather App | `#0284C7` | `#0EA5E9` | `#F59E0B` | `#F0F9FF` | `#0F172A` |
| 107 | Timer & Pomodoro | `#DC2626` | `#EF4444` | `#059669` | `#0F172A` | `#FFFFFF` |
---
## Tailwind Config
Копируйте токены в Tailwind config:
```js
// tailwind.config.js
module.exports = {
theme: {
extend: {
colors: {
// Пример для SaaS (General)
primary: '#2563EB',
'primary-fg': '#FFFFFF',
secondary: '#3B82F6',
accent: '#EA580C',
background: '#F8FAFC',
foreground: '#1E293B',
card: '#FFFFFF',
cardfg: '#1E293B',
muted: '#64748B',
'muted-fg': '#64748B',
border: '#E2E8F0',
destructive: '#DC2626',
'destructive-fg': '#FFFFFF',
ring: '#2563EB',
}
}
}
}
```
## CSS Variables
```css
/* SaaS (General) */
:root {
--primary: #2563EB;
--on-primary: #FFFFFF;
--secondary: #3B82F6;
--accent: #EA580C;
--background: #F8FAFC;
--foreground: #1E293B;
--card: #FFFFFF;
--card-foreground: #1E293B;
--muted: #64748B;
--muted-foreground: #64748B;
--border: #E2E8F0;
--destructive: #DC2626;
--destructive-foreground: #FFFFFF;
--ring: #2563EB;
}
[data-theme='dark'] {
/* Пример Financial Dashboard */
--background: #020617;
--foreground: #F8FAFC;
--card: #0E1223;
--card-foreground: #F8FAFC;
--muted: #1A1E2F;
--muted-foreground: #94A3B8;
--border: #334155;
}
```
## Quick Color Lookup by Vibe
| Vibe | Primary | Accent | Background |
|------|---------|--------|------------|
| **Trust & Professional** | `#2563EB` / `#0F172A` | `#EA580C` / `#059669` | `#F8FAFC` |
| **Luxury & Premium** | `#1C1917` | `#A16207` | `#FAFAF9` |
| **Energy & Action** | `#F97316` / `#EA580C` | `#059669` | `#FFF7ED` |
| **Calm & Health** | `#0891B2` / `#059669` | `#059669` | `#ECFEFF` |
| **Creative & Bold** | `#EC4899` / `#7C3AED` | `#0891B2` / `#F43F5E` | `#FDF2F8` |
| **Dark & Tech** | `#1E293B` / `#0F172A` | `#22C55E` / `#00FF41` | `#0F172A` |
| **Warm & Cozy** | `#92400E` / `#9A3412` | `#D97706` | `#FFFBEB` |
| **Playful & Fun** | `#EC4899` / `#6366F1` | `#F97316` / `#F59E0B` | `#FDF2F8` |
---
## Notes
- **WCAG 3:1**: Многие акцентные цвета адаптированы для контраста 3:1 с фоном (примечания в CSV).
- **Destructive** почти всегда `#DC2626` (Tailwind red-600) для консистентности.
- **Ring** = Primary (для focus rings).
- Все 161 системы используют одинаковую структуру токенов — легко переключать.
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---
title: Market Leader Web Design Algorithm
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, design-system, web-design]
sources:
- concepts/ux-principles.md
- concepts/apple-hig-principles.md
- concepts/material-design-3-guide.md
- concepts/russian-user-psychology.md
- concepts/russian-ui-patterns.md
- concepts/russian-market-leaders.md
- concepts/russian-top-landings-analysis.md
- concepts/web-conversion-optimization.md
- concepts/clarity-vs-creativity.md
- concepts/web-performance-core-web-vitals.md
confidence: high
---
# Market Leader Web Design Algorithm — Алгоритм создания дизайна сайта-лидера рынка в РФ на Astro
> **Формула:** Мировой дизайн + РФ-специфика + производительность Astro = лидер рынка
>
> *Основано на синтезе 25 страниц wiki по веб-дизайну, UX, психологии и РФ-рынку.*
---
## Фаза 0: Стратегия (до любого кода)
### 0.1. Определить нишу и конкурентов
- **Какой рынок?** (недвижимость, услуги, e-commerce, B2B, образование)
- **Кто лидеры в РФ?** (посмотреть [[russian-market-leaders]] для референса)
- **Что у них плохо?** (обычно: перегруженность, скорость, отсутствие доступности, слабая персонализация)
- **Чья аудитория?** B2C или B2B? Регион? Платёжеспособность?
### 0.2. Определить 1 главную цель (Crawford: one clear CTA)
Не "красивый сайт", а:
- "Получить заявку на оценку недвижимости"
- "Оформить подписку на сервис"
- "Заказать звонок по услуге"
**Всё остальное подчинено этой цели.** ([[clarity-vs-creativity]])
### 0.3. Выбрать цветовую схему (с учётом РФ-психологии)
- **Финансы / B2B** → синий (доверие, стабильность) + белый
- **E-commerce / Скидки** → красный (победа, праздник) + белый
- **Beauty / Премиум** → чёрный + золотой/бордовый
- **Технологии / Инновации** → тёмная тема + неоновый акцент
- **Услуги / Медицина** → белый + бирюзовый/зелёный
*Правило 60-30-10: 60% фоновый, 30% вторичный, 10% акцентный. ([[web-color-theory]])*
### 0.4. Определить тон коммуникации
- **B2C** → «ты», прямой, честный, без «синергии» ([[russian-user-psychology]])
- **B2B / Премиум** → «Вы», сдержанный, факты и цифры
- **Молодёжь** → дерзкий, как Tinkoff
- **Консервативный** → надёжный, как Сбер
---
## Фаза 1: Архитектура
### 1.1. Sitemap (минимум страниц)
По Crawford: *«Fewer pages, stronger pages. Каждый лишний клик теряет пользователя.»*
Для типового сайта:
```
/ → Hero + преимущества + соцдоказательство + CTA
/uslugi/ → Карточки услуг (Bento Grid)
/usluga-1/ → Детально: проблема → решение → цена → CTA
/o-nas/ → Команда, цифры, кейсы (НЕ резюме!)
/otzyvy/ → Яндекс.Отзывы + видеоотзывы (обязательно)
/kontakty/ → Карта (Яндекс.Карты), реквизиты ИНН/ОГРН, телефон
/blog/ → SEO-контент, экспертные статьи
/politika/ → 152-ФЗ, оферта, возврат (юридический минимум)
```
### 1.2. User Flow (пользовательский путь)
```
Главная → за 2 секунды понять "что/кому/зачем" → CTA
↓ если не готов
Услуги → сравнительная таблица → CTA
↓ если не готов
Отзывы → кейсы → CTA
↓ если не готов
Блог → экспертность → CTA
```
**Правило: после каждого блока — CTA.** Не только вверху и внизу.
### 1.3. Определить сигналы доверия (РФ-специфика)
**Обязательно для РФ:**
- **ИНН/ОГРН в подвале** — без них сайт = мошеннический в глазах РФ-пользователя
- **Telegram / WhatsApp** — плавающая кнопка чата на всех страницах
- **Яндекс.Отзывы** — виджет с рейтингом
- **Способы оплаты** — логотипы (Visa, MC, Мир, SBP, Tinkoff Pay)
- **8-800 телефон** — если бюджет позволяет
- **Фото реальной команды** — не сток ([[social-proof-trust]])
---
## Фаза 2: Дизайн-система (Astro tokens)
### 2.1. Design Tokens (в CSS custom properties)
```css
/* ===== ЦВЕТА ===== */
--color-primary: #...; /* основной бренда */
--color-on-primary: #...; /* текст на primary */
--color-surface: #...; /* фон страницы */
--color-surface-alt: #...; /* альтернативный фон (секции) */
--color-text: #...; /* основной текст (≥4.5:1 контраст) */
--color-text-secondary: #...; /* второстепенный */
--color-accent: #...; /* CTA-кнопки, ссылки */
--color-error: #...; /* ошибки */
--color-success: #...; /* успех */
/* ===== ТИПОГРАФИКА ===== */
--font-heading: 'Inter', sans-serif;
--font-body: 'Inter', sans-serif;
--font-mono: 'JetBrains Mono', monospace;
--fs-h1: clamp(2.5rem, 5vw, 4.5rem);
--fs-h2: clamp(1.75rem, 3vw, 2.5rem);
--fs-body: clamp(1rem, 1.2vw, 1.125rem);
--fs-small: 0.875rem;
--line-height: 1.6;
--line-height-heading: 1.15;
/* ===== ОТСТУПЫ ===== */
--space-xs: 0.25rem;
--space-sm: 0.5rem;
--space-md: 1rem;
--space-lg: 2rem;
--space-xl: 4rem;
--space-2xl: 8rem;
--section-padding: clamp(4rem, 8vw, 8rem);
/* ===== СКРУГЛЕНИЯ ===== */
--radius-sm: 4px;
--radius-md: 8px;
--radius-lg: 16px;
--radius-full: 9999px;
/* ===== ТЕНИ ===== */
--shadow-sm: 0 1px 3px rgba(0,0,0,0.08);
--shadow-md: 0 4px 12px rgba(0,0,0,0.1);
--shadow-lg: 0 8px 30px rgba(0,0,0,0.12);
/* ===== ПРОЧЕЕ ===== */
--max-width: 1280px;
--header-height: 72px;
--transition: 200ms ease;
```
*Источник: [[material-design-3-guide]] — 40+ color tokens, Design Tokens system*
### 2.2. Кириллическая типографика
- **Длина текста**: русский текст на 30% длиннее английского. Кнопки шире, заголовки короче.
- **Шрифты**: Inter, Golos Text, PT Root UI, SF Pro Display (с кириллицей). Не Montserrat (перекос).
- **Кавычки**: «ёлочки» (`&laquo;` `&raquo;`), не "лапки", если внутри кавычек — „лапки“.
- **Тире**: длинное `—` (U+2014). Между цифрами — короткое `–` (U+2013).
- **Межстрочный**: для кириллицы 1.5–1.7 (из-за высоты букв).
- **Размер body**: 16px минимум, 18px для блогов.
*Источник: [[web-typography]]*
### 2.3. Тёмная тема (обязательно для лидера)
```css
@media (prefers-color-scheme: dark) {
:root {
--color-surface: #121212; /* не #000 — меньше усталости глаз */
--color-surface-alt: #1E1E1E;
--color-text: #E0E0E0;
--color-text-secondary: #A0A0A0;
--shadow-sm: 0 1px 3px rgba(0,0,0,0.3);
/* elevation: каждый уровень ярче на ~5% */
}
}
```
**Почему важно для РФ:** 70% топ-сайтов РФ 2025 используют тёмный фон. Тёмная тема — признак премиальности.
### 2.4. Bento Grid для layout ([[responsive-grid-layout]])
```astro
---
// Bento-сетка: разные размеры карточек для разной важности
const bentoItems = [
{ size: 'large', cols: 2, rows: 2 }, // главная услуга
{ size: 'small', cols: 1, rows: 1 }, // доп. услуга
{ size: 'wide', cols: 2, rows: 1 }, // отзыв
{ size: 'tall', cols: 1, rows: 2 }, // CTA-блок
];
---
<style>
.bento-grid {
display: grid;
grid-template-columns: repeat(4, 1fr);
gap: var(--space-md);
}
.bento-item { border-radius: var(--radius-lg); }
.bento-item--large { grid-column: span 2; grid-row: span 2; }
.bento-item--wide { grid-column: span 2; }
.bento-item--tall { grid-row: span 2; }
</style>
```
---
## Фаза 3: Компоненты Astro (сборка сайта)
### 3.1. Atomic Design для Astro (как у Tinkoff — [[russian-market-leaders]])
```
src/
components/
atoms/ # Кнопки, иконки, заголовки, текстовые блоки
Button.astro
Heading.astro
Icon.astro
Tag.astro
molecules/ # Поиск, карточка, форма, навигация
SearchBar.astro
Card.astro
Form.astro
NavItem.astro
organisms/ # Герой-секция, подвал, отзывы, каталог
HeroSection.astro
Footer.astro # ← РФ-подвал с реквизитами
Testimonials.astro # ← Виджет Яндекс.Отзывов
CatalogGrid.astro # ← Bento Grid
ChatButton.astro # ← Telegram/WhatsApp плавающая кнопка
templates/ # Макеты страниц
PageLayout.astro
BlogPost.astro
LandingPage.astro
```
### 3.2. Hero Section (правила Apple HIG + Crawford)
```astro
<!-- HeroSection.astro: Clarity + Deference + Depth -->
<header class="hero">
<div class="hero__content">
<h1>Заголовок: что, кому, зачем (за 2 сек)</h1>
<p class="hero__subtitle">Подзаголовок: конкретика, выгода</p>
<Button variant="primary" size="large">
Получить консультацию → <!-- сильный CTA, не "Узнать больше" -->
</Button>
</div>
<div class="hero__visual">
<!-- 3D/WebGL или качественное фото. Не сток -->
</div>
</header>
<style>
.hero {
min-height: 90vh; /* full screen */
display: grid;
grid-template-columns: 1fr 1fr;
align-items: center;
gap: var(--space-xl);
padding: var(--section-padding) var(--space-lg);
}
.hero__content { max-width: 600px; }
.hero h1 {
font-size: var(--fs-h1);
font-weight: 800;
line-height: var(--line-height-heading);
margin-bottom: var(--space-lg);
}
.hero__subtitle {
font-size: var(--fs-h2);
color: var(--color-text-secondary);
margin-bottom: var(--space-xl);
}
@media (max-width: 768px) {
.hero {
grid-template-columns: 1fr;
min-height: auto;
text-align: center;
}
}
</style>
```
### 3.3. Footer с РФ-реквизитами
```astro
---
// Footer.astro — обязателен для РФ ([[russian-ui-patterns]])
const props = {
inn: "XXXXXXXXXXXX",
ogrn: "XXXXXXXXXXXX",
phone: "8-800-XXX-XX-XX",
email: "info@example.ru",
address: "г. Уфа, ул. Ленина, д. 1"
};
---
<footer class="footer">
<div class="footer__grid">
<div>...навигация...</div>
<div>...услуги...</div>
<div>...контакты, соцсети...</div>
<div class="footer__legal">
<p>ИНН {props.inn} / ОГРН {props.ogrn}</p>
<p><a href="/politika/">Политика конфиденциальности</a></p>
<p><a href="/ofert/">Договор-оферта</a></p>
</div>
</div>
<!-- Яндекс.Карта в подвале (!) — РФ-паттерн -->
<div class="footer__map">
<iframe src="https://yandex.ru/maps/..." loading="lazy"></iframe>
</div>
</footer>
```
### 3.4. ChatButton — плавающая кнопка Telegram/WhatsApp
```astro
---
// ChatButton.astro — обязателен для РФ
---
<a href="https://t.me/username" class="chat-btn" target="_blank" rel="noopener">
<svg><!-- иконка Telegram --></svg>
<span>Напишите нам</span>
</a>
<style>
.chat-btn {
position: fixed;
bottom: 24px;
right: 24px;
z-index: 100;
display: flex;
align-items: center;
gap: 8px;
padding: 12px 20px;
background: #24A1DE; /* Telegram blue */
color: white;
border-radius: var(--radius-full);
box-shadow: var(--shadow-lg);
font-weight: 600;
transition: transform var(--transition);
}
.chat-btn:hover { transform: scale(1.05); }
</style>
```
---
## Фаза 4: Контент (SEO + РФ-психология)
### 4.1. Написание для России
- **Честно и прямо**: не «мы лидеры рынка», а «работаем с 2018 года, 500+ клиентов»
- **Цифры и факты**: 2 года, 500 клиентов, 98% довольных
- **Без жаргона**: «синергия», «левериджинг» → в мусор
- **Ты/Вы**: B2C = ты, B2B = Вы. Строго
- **Гарантии**: «Вернём деньги, если не понравится» — мощнее любого описания
- **Цены**: показывать. «от 5 000 ₽» лучше, чем «цена по запросу»
### 4.2. SEO-контент под Яндекс
- **Региональная привязка**: «купить в Уфе», «ремонт квартир в Москве»
- **LSI-слова**: Яндекс хуже понимает NLP, нужны точные вхождения
- **E-E-A-T**: реквизиты, схема, отзывы — факторы доверия Яндекса
- **Семантическое ядро**: не перевод с английского, свой поисковый интент
- **Коммерческие факторы**: ИНН, Яндекс.Карты, Яндекс.Отзывы — влияют на ранжирование
### 4.3. Schema.org (через Astro)
```astro
---
// Structured Data для РФ
const localBusiness = {
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Название",
"address": { "@type": "PostalAddress", "addressLocality": "Уфа", ... },
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.8",
"reviewCount": "127"
},
"priceRange": "₽₽"
};
---
<script type="application/ld+json" set:html={JSON.stringify(localBusiness)} />
```
---
## Фаза 5: Производительность (Core Web Vitals)
### 5.1. Критические настройки Astro
- `astro.config.mjs`: `compressHTML: true`, `scopedStyleStrategy: "attribute"`
- Изображения: `@astrojs/image` + WebP/AVIF + lazy loading
- Шрифты: `@fontsource/inter` (self-hosted), subset только кириллица
- Скрипты: Astro Islands — только интерактивные части как клиентские компоненты
- Никаких тяжелых библиотек (jQuery, GSAP full) — только micro-библиотеки
### 5.2. Цели производительности
```
LCP < 1.5s (Google норм: < 2.5s, мы жмём в полтора раза)
INP < 100ms (Google норм: < 200ms)
CLS < 0.05 (Google норм: < 0.1)
```
### 5.3. Container Queries (не просто media queries)
Адаптивность на уровне компонентов: одна и та же карточка подстраивается под ширину контейнера, а не viewport. Критично для Bento Grid. ([[modern-css-techniques]])
---
## Фаза 6: Запуск и итерации
### 6.1. Предзапуск (чек-лист)
- [ ] ИНН/ОГРН в подвале
- [ ] Политика 152-ФЗ
- [ ] Яндекс.Метрика (не Google Analytics)
- [ ] Яндекс.Вебмастер (не Google Search Console как primary)
- [ ] Яндекс.Карты на странице контактов
- [ ] Telegram/WhatsApp кнопка работает
- [ ] Core Web Vitals pass (LCP <1.5, INP <100, CLS <0.05)
- [ ] WCAG AA (контраст, фокус, семантика)
- [ ] Schema.org LocalBusiness
- [ ] Мобильная версия не «упрощённая», а полнофункциональная
### 6.2. Пост-запуск (Crawford: launch is just the start)
- **A/B тестирование** hero-секции: текст → заголовок → CTA
- **Трекинг** Яндекс.Метрика: карта кликов, вебвизор
- **Оптимизация bounce rate**: смотреть где уходят, менять
- **SEO-корректировка**: добавлять статьи, наращивать ссылочную массу
- **Отзывы**: собирать Яндекс.Отзывы, 2ГИС
---
## Итоговая формула (для каждого нового сайта)
```
1. Ниша + конкуренты (из [[russian-market-leaders]])
2. 1 цель, 1 CTA (из [[clarity-vs-creativity]])
3. РФ-токены цвета + кириллическая типографика (из [[web-typography]], [[web-color-theory]])
4. Bento Grid + Hero + Footer с реквизитами (из [[russian-ui-patterns]])
5. Telegram/WhatsApp плавающая кнопка (из [[russian-user-psychology]])
6. Тёмная тема с elevation (из [[material-design-3-guide]])
7. Core Web Vitals: LCP <1.5s, INP <100ms, CLS <0.05
8. WCAG AA (отрыв от 99% конкурентов РФ)
9. Container Queries для адаптивности
10. A/B тестирование и итерации
```
**Ключевое отличие от конкурентов РФ:** ни Wildberries, ни Ozon, ни Сбер, ни даже Tinkoff не делают пункты 6–9. Это наш разрыв.
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---
title: Material Design 3 Guide
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, design-system]
sources:
- https://m3.material.io/foundations
- https://m3.material.io/foundations/design-tokens/overview
confidence: high
---
# Material Design 3 — Руководство (Google, 2026)
## Ключевые принципы (MD3 Foundations)
1. **Adaptive** — адаптивность под любой экран, форм-фактор, платформу
2. **Bold** — цвет и типографика задают тон, контрастные акценты
3. **Intentional** — каждый элемент осмыслен, случайности нет
4. **Dynamic** — система меняется под контекст и действия пользователя
5. **Unified** — единый язык на всех платформах (web, Android, iOS)
## Design Tokens (Дизайн-токены)
MD3 представил систему токенов для платформонезависимого дизайна:
### Color Tokens (40+ токенов)
- **Primary** — основной цвет платформы
- **On Primary** — контент на primary (текст, иконки)
- **Primary Container** — контейнер с primary-фоном
- **Secondary** — вторичный цвет
- **Tertiary** — третичный (акцент)
- **Error** — для состояний ошибок
- **Surface** — фон поверхности
- **Outline** — границы, разделители
- **Dynamic Color** — автогенерация темы из seed-цвета
### Typography Tokens
- Type scale: от display/large (57px) до label/small (11px)
- Font-weight, line-height, letter-spacing — всё через токены
### Shape Tokens
- corner-radius малый (4px), средний (8px), большой (16px), полный
### Elevation Tokens
- 5 уровней высоты (0–5) определяют тень и яркость в тёмной теме
## Темная тема в MD3
- Фон: #1C1B1F (тёплый тёмный, не #000)
- Поверхности: elevation через повышение яркости (surface → surface1 → surface5)
- Значения тона (tone) меняются автоматически через цветовые алгоритмы
## Material 3 в веб-дизайне
- CSS Custom Properties для токенов (--md-sys-color-primary, --md-ref-typeface-*)
- Доступны библиотеки: Material Web Components, Material Tailwind
- Dynamic Color применим для веба через CSS custom properties
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---
title: Micro-Interactions
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, micro-interactions]
sources:
- raw/articles/crawford-new-rules-2026.md
- raw/articles/crawford-15-tips.md
confidence: medium
---
# Micro-Interactions — Микро-взаимодействия
## Принцип: Motion With Intention
Анимация должна направлять и давать обратную связь, а не впечатлять.
## Примеры
- **Hover** на кнопке — изменение цвета/тени
- **Scroll reveal** — контент появляется при скролле
- **Form feedback** — успех/ошибка с анимацией
- **Loading states** — skeleton screen вместо спиннера
- **Page transition** — плавный переход между страницами
## Когда НЕ нужно
- Если анимация замедляет загрузку (Crawford: >3s = -50%)
- Если отвлекает от смысла
- Если нет функциональной цели
## Правило Crawford
> Если люди замечают анимацию больше, чем ваш оффер — что-то не так.
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---
name: concepts/mobile-design-tokens
title: Mobile Design Token Systems
description: 21 mobile-first design systems with detailed typography scales, color tokens, and component patterns.
tags: [mobile, design-tokens, typography, ui, responsive]
source: ui-ux-pro-max-skill
---
# Mobile Design Token Systems
21 дизайн-систем для мобильных интерфейсов с детальными токенами типографики, цветов и компонентов.
---
## 1. Bauhaus Geometric
**Шрифт:** Outfit (Single Family)
**Стиль:** Bauhaus, geometric, constructivist, bold uppercase
**Применение:** Мобильные приложения Bauhaus, bold editorial, дизайн-платформы
### Typography Scale
```
Hero: text-4xl–text-5xl font-black uppercase tracking-tighter leading-[0.9]
Sub: text-2xl font-bold uppercase tracking-tight leading-[1]
Body: text-base font-bold uppercase tracking-tight leading-[1.1]
Label: text-xs font-bold uppercase tracking-widest leading-[1]
```
### Implementation
```css
fontFamily: {
sans: ['Outfit', 'sans-serif']
}
.hero {
@apply text-4xl font-black uppercase tracking-tighter leading-[0.9];
}
.body {
@apply text-base font-bold uppercase tracking-tight leading-[1.1];
}
.label {
@apply text-xs font-bold uppercase tracking-widest leading-[1];
}
```
---
## 2. Minimalist Monochrome Editorial
**Шрифт:** Playfair Display + Source Serif 4 + JetBrains Mono (Triple Stack)
**Стиль:** Monochrome, austere, typographic, luxury high contrast
**Применение:** Модные мобильные приложения, digital exhibitions, портфолио
### Typography Scale
```
Hero: text-5xl–text-6xl font-black tracking-tighter leading-[0.9]
Section: text-2xl font-bold tracking-tight leading-[1]
Body: text-base font-light leading-relaxed leading-[1.75]
Tag: text-xs font-bold uppercase tracking-widest
```
### Implementation
```css
fontFamily: {
display: ['Playfair Display', 'serif'],
body: ['Source Serif 4', 'serif'],
mono: ['JetBrains Mono', 'monospace']
}
/* 100% serif/mono — NO UI sans-serif */
.hero {
@apply text-5xl font-black tracking-tighter leading-[0.9] text-gray-900;
}
.tag {
@apply text-xs font-bold uppercase tracking-widest text-gray-500;
}
```
---
## 3. Modern Dark Cinema (Inter System)
**Шрифт:** Inter (Single Family)
**Стиль:** Dark, cinematic, technical, precision
**Применение:** Dev tools, fintech, AI dashboards, streaming
### Typography Scale
```
Display: text-4xl font-bold tracking-tighter gradient-text (white→rgba(255,255,255,0.7))
H1: text-3xl font-semibold tracking-tight
H2: text-2xl font-semibold tracking-tight
Body: text-base font-normal
Label: text-xs font-medium uppercase tracking-widest
```
### Implementation
```css
fontFamily: {
sans: ['Inter', 'sans-serif']
}
.display {
@apply text-4xl font-bold tracking-tighter;
background: linear-gradient(to right, #FFFFFF, rgba(255,255,255,0.7));
-webkit-background-clip: text;
}
.h1 { @apply text-3xl font-semibold tracking-tight; }
.h2 { @apply text-2xl font-semibold tracking-tight; }
.body { @apply text-base font-normal; }
.label {
@apply text-xs font-medium uppercase tracking-[0.15em] text-gray-400;
}
```
### Colors
```css
:root {
--background: #0B0B10;
--foreground: #F8FAFC;
--card: #1E1E23;
--card-foreground: #F8FAFC;
--muted: #232328;
--muted-foreground: #94A3B8;
--border: #1E293B;
}
```
---
## 4. SaaS Mobile Boutique (Calistoga + Inter)
**Шрифт:** Calistoga + Inter + JetBrains Mono (Tri-Stack)
**Стиль:** Boutique, warm editorial, premium
**Применение:** B2B SaaS mobile, fintech, marketing tools
### Typography Scale
```
Hero: text-3xl–text-4xl font-medium italic leading-[1.1]
Section: text-2xl font-semibold leading-[1.2]
Body: text-base font-normal leading-[1.625]
Label: text-xs font-bold uppercase tracking-[0.1em]
Data: text-xs font-mono uppercase tracking-[0.15em]
```
### Implementation
```css
fontFamily: {
display: ['Calistoga', 'serif'],
sans: ['Inter', 'sans-serif'],
mono: ['JetBrains Mono', 'monospace']
}
.hero {
@apply text-4xl font-medium italic leading-[1.1] text-gray-900;
}
.label {
@apply text-xs font-bold uppercase tracking-[0.1em] text-gray-500;
}
.data {
@apply text-xs font-mono uppercase tracking-[0.15em] text-gray-600;
}
```
---
## 5. Terminal CLI Monospace
**Шрифт:** JetBrains Mono (Single Family)
**Стиль:** Terminal, hacker, matrix, retro-future
**Применение:** Dev tools, Web3, hacker aesthetic, ARG
### Typography Scale
```
Strict sizes ONLY: 12pt / 14pt / 16pt
Weight: 400 normal only (bold ruins mono character)
Line height: 1.2x font size (information density)
Letter spacing: normal (monospaced auto-spacing)
```
### Implementation
```css
fontFamily: {
mono: ['JetBrains Mono', 'monospace']
}
.text-12 { @apply text-sm; } /* 12pt */
.text-14 { @apply text-base; } /* 14pt */
.text-16 { @apply text-lg; } /* 16pt */
/* ALL UI labels uppercase */
.label {
@apply text-sm font-mono uppercase;
}
/* ASCII borders and text-based progress bars */
.border-ascii {
border: 1px solid #00FF41;
font-family: 'JetBrains Mono', monospace;
}
.progress-bar {
@apply text-sm font-mono text-green-400;
content: '[████████████░░░░░░] 65%';
}
```
### Colors
```css
:root {
--background: #000000;
--foreground: #00FF41; /* Matrix green */
--card: #0D1117;
--border: #1F1F1F;
}
```
---
## 6. Kinetic Brutalism (Space Grotesk)
**Шрифт:** Space Grotesk (Single Dominant)
**Стиль:** Kinetic, brutalist, aggressive, uppercase, oversized
**Применение:** Музыка/культура, спорт, бренд-флаги, дропы
### Typography Scale
```
Hero: text-4xl–text-6xl font-black uppercase tracking-tight leading-[0.9]
Section: text-2xl font-bold uppercase tracking-tight leading-[1]
Body: text-base font-semibold uppercase tracking-tight leading-[1.1]
Card: text-lg font-bold uppercase tracking-tight
Label: text-xs font-bold uppercase tracking-widest leading-[1]
```
### Implementation
```css
fontFamily: {
sans: ['Space Grotesk', 'sans-serif']
}
.hero {
@apply text-5xl font-black uppercase tracking-tight leading-[0.9];
}
.body {
@apply text-base font-semibold uppercase tracking-tight leading-[1.1];
}
.label {
@apply text-xs font-bold uppercase tracking-widest leading-[1];
}
/* Responsive font scale (PixelRatio helper for responsive sizing) */
.hero-responsive {
font-size: calc(1rem * var(--font-scale, 2.5));
}
```
---
## 7. Flat Design Mobile (System Bold)
**Шрифт:** Inter (Single Family, Thick Weights)
**Стиль:** Flat, clean, system, bold, geometric
**Применение:** Cross-platform, dashboards, marketing pages, icon-heavy UI
### Typography Scale
```
Headline: font-extrabold text-4xl tracking-tight leading-[1]
Subhead: font-bold text-2xl leading-[1.2]
Body: font-normal text-base leading-[1.5]
Label: font-bold uppercase text-xs tracking-widest
```
### Key Principle: Size Contrast (Poster Rule)
```
Headline 40pt+ vs Body 16pt = mandatory 5:1 ratio
No shadows — thick weights carry all hierarchy
```
### Implementation
```css
.headline {
@apply text-4xl font-extrabold tracking-tight leading-[1];
}
.subhead {
@apply text-2xl font-bold leading-[1.2];
}
.body {
@apply text-base font-normal leading-[1.5];
}
.label {
@apply text-xs font-bold uppercase tracking-widest;
}
/* NO italic, NO thin weights */
```
---
## 8. Material You MD3 (Roboto System)
**Шрифт:** Roboto (System Default)
**Стиль:** Material Design 3, tonal, friendly, accessible
**Применение:** Android, cross-platform, productivity, B2B dashboards
### MD3 Type Scale
```
Display Large: 56px / 400 / 64px
Headline Large: 32px / 500 / 40px
Title Large: 22px / 500 / 28px
Body Large: 16px / 400 / 24px
Label Medium: 12px / 500 / 16px
Buttons: letterSpacing 0.1px
```
### Implementation
```css
fontFamily: {
sans: ['Roboto', 'sans-serif']
}
.display-lg { @apply text-[56px] font-normal leading-[64px]; }
.headline-lg { @apply text-3xl font-medium leading-[40px]; }
.title-lg { @apply text-xl font-medium leading-[28px]; }
.body-lg { @apply text-base font-normal leading-[24px]; }
.label-md { @apply text-xs font-medium leading-[16px] tracking-[0.1px]; }
/* System Roboto on Android; Google Fonts for iOS parity */
/* Never use custom weights beyond 300–700 */
```
---
## 9. Neo Brutalism Mobile
**Шрифт:** Space Grotesk (Bold-Only: 700 & 900)
**Стиль:** Pop art, loud, bold, stickers, mechanical
**Применение:** Gen-Z marketing, e-commerce для молодёжи, коллаж-приложения
### Typography Scale
```
Display: text-4xl–text-5xl font-black uppercase leading-[1]
Heading: text-2xl font-bold uppercase leading-[1.1]
Body: text-lg font-bold leading-[1.2]
Label: text-xs font-black uppercase tracking-widest
```
### Implementation
```css
fontFamily: {
sans: ['Space Grotesk', 'sans-serif']
}
/* STRICTLY 700 and 900 ONLY */
.display {
@apply text-5xl font-black uppercase leading-[1];
}
.heading {
@apply text-2xl font-bold uppercase leading-[1.1];
}
.body {
@apply text-lg font-bold leading-[1.2];
}
.label {
@apply text-xs font-black uppercase tracking-widest leading-[1];
}
/* No italic, no thin weights */
```
---
## 10. Bold Typography Mobile (Inter-Tight Poster)
**Шрифт:** Inter + Playfair Display (Italic) + JetBrains Mono
**Стиль:** Bold typography, editorial, poster, luxury
**Применение:** Creative brand flagships, reading platforms, luxury mobile
### Typography Scale
```
Hero Statement: text-4xl–text-5xl font-black tracking-tighter
H1: text-3xl font-bold tracking-tight
H2: text-2xl font-semibold tracking-tight
Sub: text-lg font-semibold tracking-tight
Body: text-base font-normal
Labels: text-xs font-medium uppercase tracking-widest
Pull Quote: text-xl italic text-gray-600
Stats: text-sm font-mono
```
### Key Rule: H1:Body = 5:1 Ratio (Mandatory)
```css
.h1 {
@apply text-3xl font-bold tracking-tight; /* ~32px */
}
.body {
@apply text-base font-normal; /* ~16px */
}
/* 32/16 = 2x — meets 5:1 weight contrast */
```
### Implementation
```css
.fontFamily: {
display: ['Inter', 'sans-serif'],
quote: ['Playfair Display', 'serif'],
mono: ['JetBrains Mono', 'monospace']
}
.hero-statement {
@apply text-5xl font-black tracking-tighter;
}
.pull-quote {
@apply text-xl italic text-gray-600;
}
.stats {
@apply text-sm font-mono text-gray-500;
}
/* Underlines replace buttons for interactions */
.interaction {
@apply border-b-2 border-current cursor-pointer hover:border-current;
}
```
---
## 11. Academia Mobile
**Шрифт:** Cormorant Garamond + Crimson Pro + Cinzel (Triple Stack)
**Стиль:** Library, mahogany, parchment, scholarly, antique
**Применение:** Knowledge management, scholarly reading, RPG games
### Typography Scale
```
Headings: text-xl–text-2xl font-medium leading-[1.1]
Body: text-base font-normal leading-[1.5]
Labels: text-xs font-bold uppercase tracking-widest
Drop Cap: text-[60px] font-bold text-amber-700
```
### Implementation
```css
fontFamily: {
heading: ['Cormorant Garamond', 'serif'],
body: ['Crimson Pro', 'serif'],
display: ['Cinzel', 'serif']
}
.heading {
@apply text-2xl font-medium leading-[1.1] text-gray-900;
}
.body {
@apply text-base font-normal leading-[1.625] text-gray-700;
}
.label {
@apply text-xs font-bold uppercase tracking-widest text-amber-800;
}
/* Drop cap for first letter */
.drop-cap::first-letter {
@apply text-[60px] font-bold text-amber-700;
font-family: 'Cinzel', serif;
}
/* Section prefix: VOLUME I/II/III in Cinzel */
.section-prefix {
@apply text-xs font-bold uppercase tracking-widest text-amber-800;
font-family: 'Cinzel', serif;
}
```
---
## 12. Cyberpunk Mobile
**Шрифт:** Orbitron + JetBrains Mono
**Стиль:** Neon, glitch, HUD, sci-fi, dark
**Применение:** Gaming, fintech/crypto, data visualization, cyberpunk games
### Typography Scale
```
H1: text-3xl font-black uppercase tracking-widest leading-[1]
H2: text-xl font-bold uppercase tracking-wider leading-[1.1]
Section: text-lg font-bold uppercase tracking-wider
Body: text-sm font-medium leading-[1.5]
Labels: text-xs font-medium uppercase opacity-70
```
### Implementation
```css
fontFamily: {
heading: ['Orbitron', 'sans-serif'],
mono: ['JetBrains Mono', 'monospace']
}
.h1 {
@apply text-3xl font-black uppercase tracking-widest leading-[1] text-cyan-400;
}
.h2 {
@apply text-xl font-bold uppercase tracking-wider leading-[1.1] text-pink-400;
}
.body {
@apply text-sm font-mono leading-[1.5] text-green-400;
}
.label {
@apply text-xs font-medium uppercase opacity-70 text-gray-400;
}
/* Dark background with neon accents */
:root {
--background: #000000;
--foreground: #E0E0E0;
--accent-cyan: #00FFFF;
--accent-pink: #FF00FF;
--accent-green: #00FF41;
}
```
---
## 13. Web3 Bitcoin DeFi
**Шрифт:** Space Grotesk + Inter + JetBrains Mono (Triple)
**Стиль:** Digital gold, precision, luminescent
**Применение:** DeFi, NFT, metaverse, high-tech brands
### Typography Scale
```
H1: text-3xl–text-4xl font-semibold leading-[1.1]
H2: text-2xl font-semibold leading-[1.2]
Body: text-base font-normal leading-[1.625]
Mono: text-sm font-mono leading-[1.5]
Labels: text-xs font-bold uppercase tracking-widest
```
### Implementation
```css
fontFamily: {
heading: ['Space Grotesk', 'sans-serif'],
body: ['Inter', 'sans-serif'],
mono: ['JetBrains Mono', 'monospace']
}
.body {
@apply text-base font-normal leading-[1.625] text-gray-700;
}
.mono {
@apply text-sm font-mono leading-[1.5] text-gray-600;
}
.label {
@apply text-xs font-bold uppercase tracking-widest text-gray-500;
}
/* Balance figures: MaskedView gradient text (orange→gold) */
.balance {
@apply text-3xl font-semibold;
background: linear-gradient(to right, #F97316, #FBBF24);
-webkit-background-clip: text;
}
/* Buttons: Inter Bold uppercase */
.btn {
@apply text-sm font-bold uppercase tracking-[0.15em];
}
```
---
## 14. Claymorphism Mobile
**Шрифт:** Nunito + DM Sans
**Стиль:** Clay, rounded, playful, candy, tactile
**Применение:** Children's education, teen social, creative tools
### Typography Scale
```
Hero: text-4xl font-black tracking-tight leading-[1.15]
Section: text-3xl font-extrabold tracking-tight leading-[1.2]
Card: text-xl font-bold leading-[1.3]
Body: text-base font-medium leading-[1.5]
```
### Implementation
```css
fontFamily: {
display: ['Nunito', 'sans-serif'],
body: ['DM Sans', 'sans-serif']
}
.hero {
@apply text-4xl font-black tracking-tight leading-[1.15] text-gray-900;
}
.section {
@apply text-3xl font-extrabold tracking-tight leading-[1.2] text-gray-800;
}
.body {
@apply text-base font-medium leading-[1.5] text-gray-700;
}
/* Include font padding for rounded buttons */
.nunito-button {
-webkit-font-smoothing: antialiased;
-moz-osx-font-smoothing: grayscale;
includeFontPadding: false; /* React Native */
}
```
---
## 15. Enterprise SaaS Mobile
**Шрифт:** Plus Jakarta Sans (Single Family)
**Стиль:** Professional, modern, approachable, iOS Dynamic Type
**Применение:** B2B SaaS, productivity, government, finance, admin dashboards
### Typography Scale
```
Hero: text-3xl–text-4xl font-extrabold leading-[1.15]
Section: text-2xl font-bold leading-[1.2]
Card: text-lg font-semibold leading-[1.25]
Body: text-base font-normal leading-[1.5]
Caption: text-xs font-normal text-muted
```
### Implementation
```css
fontFamily: {
sans: ['Plus Jakarta Sans', 'sans-serif']
}
.hero {
@apply text-4xl font-extrabold leading-[1.15] text-gray-900;
}
.section {
@apply text-2xl font-bold leading-[1.2] text-gray-800;
}
.card-title {
@apply text-lg font-semibold leading-[1.25] text-gray-700;
}
.body {
@apply text-base font-normal leading-[1.5] text-gray-600;
}
.caption {
@apply text-xs font-normal text-gray-500;
}
.btn {
@apply text-sm font-bold uppercase tracking-[0.5em];
}
/* Must support iOS Dynamic Type and Android font scaling */
/* Never hardcode pixel sizes without respecting system font scale */
@media (prefers-reduced-motion: no-preference) {
body {
font-size: clamp(14px, 1vw + 12px, 18px);
}
}
```
---
## 16. Sketch Hand-Drawn Mobile
**Шрифт:** Kalam + Patrick Hand (Dual Handwritten)
**Стиль:** Sketch, hand-drawn, imperfect, organic, paper
**Применение:** Journaling, creative platforms, children's apps
### Typography Scale
```
Heading: text-2xl–text-3xl font-bold leading-[1.2]
Body: text-base font-normal leading-[1.5]
Label: text-sm font-normal
```
### Implementation
```css
fontFamily: {
display: ['Kalam', 'cursive'],
body: ['Patrick Hand', 'cursive']
}
.heading {
@apply text-3xl font-bold leading-[1.2] text-gray-900;
}
.body {
@apply text-base font-normal leading-[1.5] text-gray-700;
}
.label {
@apply text-sm text-gray-500;
}
/* Vary font sizes slightly between elements for spontaneous feel */
/* Never use for financial figures or legal text */
```
---
## 17. Neumorphism Mobile
**Шрифт:** Plus Jakarta Sans (or System)
**Стиль:** Soft UI, monochromatic, ceramic, depth
**Применение:** Smart home, minimal tools, aesthetic dashboards
### Typography Scale
```
Heading: text-2xl–text-3xl font-bold tracking-tight leading-[1.2]
Body: text-base font-medium leading-[1.4]
Caption: text-xs font-normal
```
### Implementation
```css
fontFamily: {
sans: ['Plus Jakarta Sans', 'sans-serif']
}
:root {
--surface: #E0E5EC;
--text-primary: #3D4852; /* 7.5:1 contrast */
--text-muted: #6B7280; /* 4.6:1 contrast */
--accent: #6C63FF;
}
.heading {
@apply text-3xl font-bold tracking-tight leading-[1.2] text-[var(--text-primary)];
}
.body {
@apply text-base font-medium leading-[1.4] text-[var(--text-primary)];
}
.caption {
@apply text-xs font-normal text-[var(--text-muted)];
}
/* Accent only on active/focus indicators */
.active {
color: var(--accent);
}
/* System (SF Pro / Roboto) acceptable fallback for performance */
```
---
## 18. SaaS Mobile (Inter Single Family)
**Шрифт:** Inter (Single Family)
**Стиль:** Modern, clean, professional, versatile
**Применение:** General purpose, portfolios, agencies, modern brands
### Typography Scale
```
Display: text-4xl font-bold tracking-tight leading-[1.1]
H1: text-3xl font-semibold tracking-tight
H2: text-2xl font-semibold
Body: text-base font-normal
Label: text-sm font-medium uppercase tracking-wider
```
### Implementation
```css
fontFamily: {
sans: ['Inter', 'sans-serif']
}
.display {
@apply text-4xl font-bold tracking-tight leading-[1.1];
}
.h1 { @apply text-3xl font-semibold; }
.h2 { @apply text-2xl font-semibold; }
.body { @apply text-base font-normal; }
.label {
@apply text-sm font-medium uppercase tracking-wider;
}
```
---
## 19. Vietnamese / Japanese / Korean / Chinese Typography
| Script | Heading Font | Body Font | Notes |
|--------|-------------|-----------|-------|
| **Vietnamese** | Be Vietnam Pro | Noto Sans | Be Vietnam Pro excellent Vietnamese support |
| **Japanese** | Noto Serif JP | Noto Sans JP | Traditional + modern feel |
| **Korean** | Noto Sans KR | — (single family) | Clean modern Korean |
| **Chinese TC** | Noto Serif TC | Noto Sans TC | Taiwan/HK markets |
| **Chinese SC** | Noto Sans SC | — (single family) | Mainland China |
| **Arabic** | Noto Naskh Arabic | Noto Sans Arabic | RTL support, Naskh traditional, Sans modern |
| **Thai** | Noto Sans Thai | — (single family) | Clean Thai typography |
| **Hebrew** | Noto Sans Hebrew | — (single family) | RTL support |
---
## 20. Accessibility First
**Шрифт:** Atkinson Hyperlegible (Single Family)
**Стиль:** Readable, inclusive, dyslexia-friendly
**Применение:** Accessibility-critical, government, healthcare, inclusive design
### Implementation
```css
fontFamily: {
sans: ['Atkinson Hyperlegible', 'sans-serif']
}
/* Designed for maximum legibility */
/* Excellent for accessibility */
```
---
## 21. Pixel Retro
**Шрифт:** Press Start 2P + VT323
**Стиль:** Pixel, retro, gaming, 8-bit, nostalgic
**Применение:** Pixel art games, retro websites, creative portfolios
### Implementation
```css
fontFamily: {
pixel: ['Press Start 2P', 'cursive'],
terminal: ['VT323', 'monospace']
}
.display {
@apply text-lg font-pixel; /* Press Start 2P very wide/large */
}
.body {
@apply text-base font-terminal; /* VT323 better for body */
}
```
---
## Quick Reference: Mobile Design Systems by Use Case
| Use Case | System | Shorthand |
|----------|--------|-----------|
| **Dev Tools** | Modern Dark Cinema | `font-inter tracking-tight` |
| **Terminal/Hacker** | Terminal CLI Mono | `font-jetbrains mono` |
| **Fashion/Luxury** | Bauhaus Geometric | `font-outfit uppercase` |
| **B2B SaaS** | Enterprise SaaS | `font-plus-jakarta` |
| **Gaming** | Kinetic Brutalism | `font-space-grotesk uppercase` |
| **Children** | Claymorphism | `font-nunito rounded` |
| **Finance** | Neo Brutalism | `font-space-grotesk 700/900` |
| **Health** | Neumorphism | `font-plus-jakarta soft-ui` |
| **Creative** | Bold Typography | `font-inter + font-playfair italic` |
| **Web3** | Cyberpunk | `font-orbitron + font-jetbrains` |
| **Academia** | Academia | `font-cormorant + font-crimson + font-cinzel` |
| **Retro** | Pixel | `font-press-start` |
| **Accessibility** | Accessibility First | `font-atkinson-hyperlegible` |
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---
title: Mobile-First Design
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, mobile-first]
sources:
- raw/articles/crawford-20-principles.md
- raw/articles/crawford-26-lessons.md
- raw/articles/web-design-research.md
confidence: high
---
# Mobile-First Design — Мобильный дизайн
## Принцип
Начинать проектирование с малого экрана (360×800), потом расширять на планшет и десктоп.
Заставляет приоритизировать: что действительно важно?
## Почему это стандарт
- **Мобильный трафик доминирует** — для большинства посетителей мобильная версия = весь сайт
- **Google mobile-first indexing** — поисковик ранжирует по мобильной версии
- **Core Web Vitals** — LCP, INP, CLS на мобильных критичнее
## Техническая реализация
- CSS Container Queries — адаптивность на уровне компонентов
- Media queries как резерв, container queries как основной инструмент
- Touch-friendly: кнопки минимум 44×44px
- Bottom navigation вместо hamburger на мобильных
- Swipe-жесты для навигации
## Mobile Menu (hamburger)
Проверенные паттерны:
- **Slide-in** — меню выезжает слева
- **Bottom sheet** — меню снизу (удобнее для больших экранов)
- **Full screen overlay** — для лендингов с 4-5 пунктами
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---
title: Modern CSS Techniques
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, modern-css]
sources:
- raw/articles/web-design-research.md
- raw/articles/crawford-new-rules-2026.md
confidence: high
---
# Modern CSS Techniques (2025–2026)
## Ключевые технологии
### Container Queries
- Адаптивность на уровне компонента, не viewport
- Компонент подстраивается под свой контейнер, а не под экран
- Поддержка: все современные браузеры
### :has() — родительские селекторы
- Революция: родитель может стилизоваться по наличию ребёнка
- Пример: `.card:has(img)` → карточка с изображением шире
- Chrome 105+, Safari 15.4+
### Cascade Layers (@layer)
- Управление специфичностью, а не борьба с ней
- Порядок: reset → base → components → utilities → overrides
- Все современные браузеры
### CSS Nesting
- Вложенные селекторы без препроцессоров
- Все современные браузеры
### Scroll-Driven Animations
- Параллакс и анимации по скроллу без JS
- Chrome 115+
### Anchor Positioning
- Привязка элементов (tooltip, popover) без JS
- Chrome 125+
### Color-mix()
- Смешивание цветов в CSS
- Полезно для темной темы: `color-mix(in srgb, #fff 10%, #000)`
## Motion With Intention (Crawford)
- Анимация должна направлять, а не впечатлять
- Subtle hover, простые fade-in, функциональные transitions
- Если пользователь замечает анимацию больше смысла → плохо
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---
title: Performance Optimization for Web
description: Core web vitals, image optimization, and rendering strategies.
tags: [performance, optimization, core-web-vitals, lighthouse, loading]
---
# Performance Optimization for Web
## Core Web Vitals
| Metric | Target | Weight |
|--------|--------|--------|
| LCP | < 2.5s | 25% |
| CLS | < 0.1 | 15% |
| INP | < 200ms | 50% |
| FID (legacy) | < 100ms | 10% |
## Image Optimization
### Format Priority
1. WebP (best balance)
2. AVIF (best compression)
3. PNG (lossless)
4. JPEG (legacy)
### Sizing
```html
<picture>
<source srcset="image.webp" type="image/webp">
<source srcset="image.avif" type="image/avif">
<img src="image.jpg" alt="Description" loading="lazy">
</picture>
```
### Responsive Images
```html
<img srcset="
small.jpg 640w,
medium.jpg 1280w,
large.jpg 1920w
" src="large.jpg" sizes="(max-width: 640px) 100vw, 1280px" loading="lazy">
```
## Critical CSS
```css
/* Inline above-the-fold styles */
<style>
.hero { /* critical styles */ }
</style>
/* Load rest async */
<link rel="stylesheet" href="styles.css" media="print" onload="this.media='all'">
```
## Anti-Patterns
- Never use images > 500KB
- Never skip width/height attributes (causes CLS)
- Never block rendering with JavaScript
- Never forget to optimize fonts (subset, preload, display=swap)
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---
title: Responsive Design Patterns
description: Mobile-first responsive design for premium websites.
tags: [responsive, mobile, breakpoints, grid, layout]
---
# Responsive Design Patterns
## Breakpoint Scale
```
xs: 0px — Mobile (default)
sm: 640px — Large mobile
md: 768px — Tablet
lg: 1024px — Laptop
xl: 1280px — Desktop
2xl: 1536px — Large desktop
3xl: 1920px — Widescreen
```
## Grid System
### Mobile (< 768px)
- 1 column layout
- Full-bleed sections
- Stacked cards
- Hamburger menu
### Tablet (768px - 1024px)
- 2 column grid
- Side-by-side cards
- Sticky navigation
### Desktop (> 1024px)
- 12-column grid
- Bento grid layouts
- Parallax effects
- Hover interactions
## Fluid Typography
```css
font-size: clamp(1rem, 2vw + 0.5rem, 2.5rem);
```
## Fluid Spacing
```css
padding: clamp(1rem, 5vw, 4rem);
```
## Anti-Patterns
- Never use fixed pixel widths for containers
- Never hide content on mobile — restructure instead
- Never ignore touch targets (min 48x48px)
- Never disable scroll animations on mobile
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---
title: Responsive Grid and Layout
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, layout]
sources:
- raw/articles/web-design-research.md
- raw/articles/crawford-20-principles.md
confidence: high
---
# Responsive Grid and Layout — Сетки и раскладка
## Сетки
- **12-колоночная** — стандарт для desktop (1440px+)
- **4-колоночная** — для mobile (360×800)
- **Bento Grid** — модульная сетка (Apple-стиль, популярна в 2025–2026)
- **CSS Grid** — для макета страницы
- **Flexbox** — для компонентов
## Container Queries
Новый стандарт адаптивности: компонент подстраивается под свой контейнер, а не viewport.
Позволяет: один компонент → разная раскладка в разных контекстах.
## White Space
Cluttered = cheap. Spacious = premium. Crawford: "white space = секрет премиальности".
## Mobile-First Layout
Начинать с 1 колонки, добавлять колонки на больших экранах.
Content → sidebar → header → footer — порядок в HTML может отличаться от визуального.
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---
title: Russian Market Leaders — UX/UI Analysis
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design,]
sources:
- raw/articles/tinkoff-design-system.md
- raw/articles/russian-top-landings.md
- personal analysis based on market observation
confidence: high
---
# Russian Market Leaders — Анализ гигантов и что у них взять
## 🏆 Wildberries (wildberries.ru)
**Цвета:** Красный + белый
**Трафик:** 300M+ мес. (крупнейший e-commerce РФ)
### Сильные стороны
- **Агрессивные скидки** — красный ценник, % скидки крупно, перечёркнутая цена
- **Карусели** — максимальная плотность контента на экране
- **Рейтинг и отзывы** — prominently displayed
- **Мобильный-first** — мобильное приложение лучше веба
### Слабые места (наше преимущество)
- **Визуальный шум** — слишком плотно, утомляет
- **Поиск несовершенен** — фильтры слабые
- **Desktop-версия отстаёт** — недоделанная адаптация
- **Персонализации нет** — всем одинаково
### Что взять
Красный = действие, карусели для большого каталога, рейтинг на видном месте
---
## 🏆 Ozon (ozon.ru)
**Цвета:** Голубой + белый
**Трафик:** 200M+ мес.
### Сильные стороны
- **Чёткая доставка** — дата и время сразу на карточке
- **Таблица сравнения товаров** — лучшая в РФ
- **Фильтры** — мощные, много опций
- **"Сплит" / "Долями"** — заметно на странице
- **Бейджи** — суперцена, топ-продажа, скидка
### Слабые места
- **Интерфейс перегружен** — много блоков, меню, баннеров
- **Личный кабинет запутан** — много разделов
- **Скорость загрузки** — ниже, чем у WB
### Что взять
Доставка с датой, сравнение товаров, бейджи-система, сплит-оплата
---
## 🏆 Т-Банк (tbank.ru)
**Цвета:** Жёлтый + чёрный
**Отличительная черта:** Лучшая дизайн-система в РФ
### Сильные стороны
- **Atomic Design System** — 10+ продуктов на одной системе
- **Максимальная конверсия форм** — минимум полей
- **A/B тестирование встроено в ДНК** — всё проверяется
- **Игровые механики** — кэшбэк, статусы, достижения
- **Кросспродажи** — лендинги внутри лендингов
- **Тон коммуникации** — молодёжный, дерзкий, запоминающийся
### Что взять
Дизайн-систему с атомарным подходом, A/B культуру, игровые механики, тон
---
## 🏆 Сбер (sberbank.ru / sbermarket.ru)
**Цвета:** Зелёный + белый
**Отличительная черта:** Экосистема
### Сильные стороны
- **Минималистичный дизайн** — белый фон, много воздуха, чисто
- **Экосистемная интеграция** — СберМаркет, СберЗдоровье, СберУслуги
- **Доверие через бренд** — все знают Сбер
- **Процессы "в один клик"** — минимум шагов
- **Стабильность** — работает предсказуемо
### Слабые места
- **Дизайн консервативный** — не хватает эмоций
- **Навигация сложная** — много сервисов в одном месте
- **Медленные инновации** — новые фичи долго внедряются
### Что взять
Минимализм + доверие, экосистемная интеграция, процессы в 1 клик
---
## 🏆 Яндекс (yandex.ru / market.yandex.ru)
**Цвета:** Жёлтый + серый
**Отличительная черта:** Data-driven design
### Сильные стороны
- **A/B тестирование в масштабе** — все изменения через тесты
- **Персонализация** — рекомендательная система
- **Юзабилити-лаборатория** — свои UX-исследования
- **Единый дизайн-язык** — все сервисы узнаваемы
- **Микро-анимации** — осмысленные, не отвлекают
### Что взять
Data-driven подход, персонализация, лаборатория UX
---
## Итог: как сделать лучше и Tinkoff, и Ozon, и Wildberries
| Критерий | Лидеры РФ (среднее) | Наша цель |
|----------|--------------------|-----------|
| Конверсия | 3-5% e-commerce | 8-12% через ясность |
| Дизайн | Красно-перегружен (WB) или консервативен (Сбер) | Мировые тренды + РФ-адаптация |
| Скорость | 3-5s (Ozon, Сбер) | <1.5s LCP |
| Доверие | Есть за счёт бренда | Реквизиты + отзывы + Telegram |
| Дизайн-система | Есть только у Tinkoff | Своя, на базе мировых + РФ |
| Мобильная версия | Упрощённая | Полноценная, container queries |
| Персонализация | Базовая | Контент под регион + сегмент |
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---
title: Russian Top Landing Pages
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design,]
sources:
- raw/articles/russian-top-landings.md
- https://krivov.net/blog/luchshie-sayty-rossii-top-obzor-liderov-dizayna
- https://www.sostav.ru/blogs/282100/60768
confidence: high
---
# Russian Top Landing Pages — Что делает их лучшими + как превзойти
## Топ-10 красивых сайтов РФ 2025 (рейтинг дизайнеров)
### Real Estate / Недвижимость
- **Самолёт (samolet.ru)** — много контента, фото ЖК, калькулятор ипотеки
- **Этажи (etagi.com)** — региональная привязка, отзывы, база агентов
### Промышленность / B2B
- **Superjet 200** — параллакс, WebGL, BEM, scroll-driven CSS
- **DAIKS** — scroll-based сцена, многослойный параллакс, сторителлинг
- **Beltrans** — industrial стиль, моноширинный шрифт, color tokens
### Beauty / Премиум
- **Cocos Beauty Shop** — Lottie, GSAP, clamp(), SSR, 320px-4K
- **BEAUTY** — асимметричная сетка, italic serif, бордово-золотая палитра
- **Hart Man's Club** — атмосфера, иерархия клиент/прохожий
### Медицина
- **ВИТАСТОМ** — карточный UI, бело-бирюзовая схема, Z-reading, line-style иконки
### Технологии
- **Lada Volta** — full-width video, keyframe-анимации, mobile-first, clip-path
### Культура
- **ТЭФИ** — 3D Орфей, full black, gold accents, UX-нарратив через анимацию
## Общие черты лучших сайтов РФ (что объединяет)
1. **Тёмный фон** — 70% топ-сайтов используют full black или тёмный градиент
2. **3D / WebGL элементы** — выделяются на фоне конкурентов
3. **Сторителлинг через скролл** — scroll-based narrative
4. **Крупная типографика** — заголовки 48-72px и выше
5. **Анимация с намерением** — GSAP, Lottie, scroll-driven
6. **Микро-взаимодействия** — hover, transition, параллакс
7. **Асимметричные сетки** — отказ от строгой симметрии
8. **Цветовые акценты** — золотой, бордовый, яркие для контраста
## Чего у них НЕТ (наше преимущество)
- **Юзабилити-тестирования** — многие красивые, но неудобные
- **Core Web Vitals** — тяжёлые анимации убивают LCP
- **Container Queries** — адаптивность на уровне viewport, не компонентов
- **Design Tokens** — у большинства нет системы, каждый сайт с нуля
- **A/B тестирование** — красиво, но не проверено на конверсию
- **Mobile-first** — многие адаптируют, а не проектируют с мобильного
- **Доступность (WCAG)** — почти никто из РФ не соблюдает
- **Кириллическая типографика** — не оптимизирована под русский язык
## Как сделать лучше (формула)
**Мировой дизайн + РФ-специфика + производительность = лидер рынка**
1. **Тёмная тема** мирового уровня (как у Apple/Stripe) + российская психология
2. **3D/WebGL** элементы без убийства производительности
3. **Scroll-driven сторителлинг** с ясным CTA
4. **Design Tokens** + полная дизайн-система (как Tinkoff, но для веба)
5. **Container Queries** для идеальной адаптивности
6. **Кириллическая типографика** с правильной вёрсткой
7. **РФ-паттерны** (реквизиты, Telegram, доставка, отзывы)
8. **Core Web Vitals Pass** — LCP <1.5s, INP <100ms, CLS <0.05
9. **A/B тестирование** каждой секции
10. **Доступность WCAG AA** — отстроиться от 99% конкурентов
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---
title: Russian UI Patterns
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, ux]
sources:
- raw/articles/russian-top-landings.md
- raw/articles/crawford-15-tips.md
- raw/articles/web-design-research.md
confidence: high
---
# Russian UI Patterns — Паттерны интерфейса для РФ
## Хиты российского e-commerce (Wildberries, Ozon, Yandex Market)
### Wildberries
- **Красный доминант** — узнаваемость, CTA, распродажи
- **Карусели товаров** — максимальная плотность на экране
- **Фильтры сбоку** — развёрнутые, много опций
- **"Народный рейтинг"** звёзды крупно
- **Товарные карточки** — фото, цена, скидка, рейтинг — всё сразу
### Ozon
- **Голубой + белый** — контраст, доверие
- **Фокус на доставку** — дата и время сразу в карточке
- **"Сплит" и "Долями"** — prominently displayed
- **Бейджи** — скидка %, суперцена, топ-продажа
- **Сравнение товаров** — мощная таблица
### Сбер (СберБанк / СберМаркет)
- **Зелёный** — устойчивость, доверие (цвет бренда)
- **Минимализм** — белый фон, много воздуха
- **Процессы в один клик** — минимизация шагов
- **Сервисы в экосистеме** — кросс-линковка (СберМаркет, СберЗдоровье, СберУслуги)
### Т-Банк (Tinkoff)
- **Жёлтый + чёрный** — максимальный контраст, запоминаемость
- **Atomic Design System** — полная дизайн-система
- **Конверсия-ориентированные формы** — минимум полей
- **Компонентная архитектура** — быстрое A/B тестирование
- **Игровая механика** — кэшбэк, статусы, уровни
## Паттерны, обязательные для РФ
### 1. Telegram / WhatsApp чат
Плавающая кнопка чата на всех страницах. РФ пользователь не пишет email — он пишет в Telegram.
### 2. Детальная доставка
Не "2-5 дней", а "сегодня после 18:00", "завтра с 10:00". Конкретика.
Интеграция с СДЭК, Boxberry, Почтой РФ.
### 3. Способов оплаты много
Карты (Visa/MC/Мир), SBP (по QR), Tinkoff Pay, ЮMoney, Долями/Сплит, наличные при получении.
### 4. Подвал с юридической информацией
ИНН/ОГРН, политика конфиденциальности, возврат, оферта, реквизиты.
Без этого в РФ сайт воспринимается как однодневка.
### 5. Мобильная версия = основной интерфейс
В РФ доля мобильного трафика выше, чем на Западе.
Мобильная версия должна быть не упрощённой, а полнофункциональной.
### 6. Хлебные крошки обязательны
Для любого сайта с 2+ уровнями. В РФ пользователи любят понимать, где они.
### 7. "Тяжёлый" footer
В отличие от западного минимализма, РФ-пользователи скроллят вниз за подтверждением серьёзности. В footer: реквизиты, контакты, карта проезда, соцсети, сертификаты.
### 8. Заметный счётчик товаров в корзине
В РФ любят видеть итог со скидками. "Вы экономите 1 500 ₽" — мощный триггер.
### 9. Bento Grid для каталогов
Wildberries и Ozon переходят на Bento-сетку — разные размеры карточек для разной важности.
### 10. Закреплённая шапка с прокруткой
Sticky header с корзиной, поиском, контактами — обязателен.
## Чего избегать
- **Hamburger menu как единственная навигация** — не для РФ
- **Email-first регистрация** — РФ любит номер телефона
- **Многоступенчатые формы** — РФ бросает на 2-м шаге
- **Только соцсети Запада** — без VK и Telegram выглядит странно
- **Долгая загрузка** — РФ-пользователь уходит быстрее западного
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---
title: Russian User Psychology
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, psychology, web-design]
sources:
- raw/articles/russian-top-landings.md
- https://krivov.net/blog/luchshie-sayty-rossii-top-obzor-liderov-dizayna
- raw/articles/web-design-research.md
confidence: medium
---
# Russian User Psychology — Особенности российского пользователя
## Базовый профиль РФ-пользователя
- **Высокий скептицизм** — россиянин по умолчанию не доверяет сайту. Нужны сильные сигналы доверия
- **Прагматизм** — "что мне с этого?" важнее "как красиво"
- **Дефицит времени** — беглый просмотр, быстрые решения
- **Ценовая чувствительность** — цена часто первична, скидки и акции работают
## Что формирует доверие в РФ (ранжировано по важности)
1. **Реквизиты** (ИНН/ОГРН) — обязательны в подвале. Без них сайт воспринимается как мошеннический
2. **Реальные отзывы** — Яндекс.Отзывы, 2ГИС, IRecommend. Отзывы на самом сайте подозрительны
3. **Кейсы с цифрами** — "помогли 500+ клиентам", "сэкономили 2 млн ₽"
4. **Фото команды** — реальные люди, не сток
5. **Способы связи** — телефон (8-800), Telegram, WhatsApp — все три обязательны
6. **Доставка / возврат** — чёткие условия, без мелкого шрифта
## Цветовая психология для РФ
| Цвет | Значение в РФ | Применение |
|------|---------------|------------|
| Красный | Праздник, победа, сила (не danger!) | CTA, распродажи, акции |
| Синий | Консерватизм, надёжность, стабильность | Корпоративные, финансы, B2B |
| Золотой | Премиум, богатство, статус | Luxury, элитные услуги |
| Зелёный | Деньги, одобрение, экология | Финансы, магазины |
| Белый | Чистота, минимализм, премиум | Медицина, премиум-услуги |
| Чёрный | Элитарность, Serious business | Luxury, агентства |
Важно: в РФ **красный ≠ danger**. Красный — это "праздник", "победа". Поэтому Wildberries и Ozon красные.
## Поведенческие паттерны
- **Любят "сравнивать"** — таблицы сравнения, списки преимуществ
- **Промокоды обязательны** — без скидки ощущение "переплатил"
- **Не доверяют формам** — минимальное количество полей
- **Telegram-канал как доверие** — если у вас нет Telegram-канала, вы несерьёзны
- **Оплата картой на сайте** — всё ещё вызывает опасения. Нужны логотипы платежных систем, SSL
- **"Народный рейтинг"** — оценки 4.8+, количество отзывов, места в рейтингах
## Коммуникация
- **Прямой, честный тон** — "европейская вежливость" выглядит фальшиво
- **Ты/Вы** — B2C = ты, B2B = Вы. Соблюдать строго
- **Юмор уместен** — но не самоирония за счёт качества
- **Обещания с гарантией** — "вернём деньги, если не понравится"
- **Цифры и факты** — россияне любят конкретику, не "лучший сервис", а "доставка за 2 часа"
## Отличия от западного пользователя
| Запад | РФ |
|-------|-----|
| Доверяет бренду по умолчанию | Скептичен, проверяет |
| Minimalist = премиум | Иногда "дорого-богато" = премиум |
| Privacy важна | Готов делиться данными за скидку |
| Терпелив к UI | Нетерпелив, 3сек — предел |
| Отзывы на сайте | Отзывы на Яндекс/2ГИС |
| Email-коммуникация | Telegram/WhatsApp |
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---
title: Social Proof and Trust
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, social-proof]
sources:
- raw/articles/crawford-conversion-principles.md
- raw/articles/crawford-20-principles.md
- raw/articles/crawford-26-lessons.md
confidence: high
---
# Social Proof and Trust — Социальное доказательство
## Главный принцип
> Social proof > Design.
> Самые конвертирующие страницы часто выглядят плохо, но имеют сильное социальное доказательство.
## Элементы социального доказательства
1. **Отзывы клиентов** — фото + имя + результат
2. **Кейсы** — проблема → решение → цифры
3. **Логотипы клиентов** — бренды, с которыми работали
4. **Награды и сертификаты** — признание индустрии
5. **Цифры** — "2000+ клиентов", "15 лет на рынке"
6. **Видео-отзывы** — самый сильный формат
7. **Гарантия** — возврат денег, результат
## Правила Crawford
- **Stock photos — зло**. Реальные фото, аутентичные
- **About page — 2-я по посещаемости**. Покажите цифры, результаты, трансформации
- **Реальные лица** — фото команды с именами
- **"Сработало для таких как я?"** — главный вопрос
## Micro details build trust
- Продуманная форма контакта
- Кастомные иконки
- Чистая типографика
- Отсутствие ошибок
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---
title: Typography Scale & System
description: Building a consistent typographic scale for web interfaces.
tags: [typography, scale, system, fonts, sizing]
---
# Typography Scale & System
## Type Scale (1.25 ratio)
| Name | Size | Weight | Line-height | Use |
|------|------|--------|-------------|-----|
| xs | 12px | 400 | 1.5 | Captions, labels |
| sm | 14px | 400 | 1.5 | Small text, form labels |
| base | 16px | 400 | 1.6 | Body text |
| lg | 18px | 400 | 1.6 | Subtitles, lead text |
| xl | 20px | 600 | 1.4 | Small headings |
| 2xl | 24px | 600 | 1.3 | Section headings |
| 3xl | 30px | 700 | 1.2 | Page titles |
| 4xl | 36px | 700 | 1.2 | Hero titles |
| 5xl | 48px | 800 | 1.1 | Display titles |
| 6xl | 64px | 800 | 1.1 | Hero display |
## CSS Implementation
```css
:root {
--font-sans: 'Inter', -apple-system, sans-serif;
--font-mono: 'JetBrains Mono', monospace;
--font-scale: 1.25;
--font-weight-normal: 400;
--font-weight-medium: 500;
--font-weight-semibold: 600;
--font-weight-bold: 700;
}
```
## Font Pairing Rules
1. **Contrast is key** — Sans-serif + Sans-serif (different weights)
2. **Max 2 fonts** — One display, one body
3. **Prefer system fonts** — Faster rendering, native feel
4. **Test at actual sizes** — Not just in design tools
## Anti-Patterns
- Never use more than 2 type families
- Never set line-height below 1.4 for body text
- Never use font size below 14px
- Never ignore `font-display: swap`
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---
title: UX Principles
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, ux]
sources:
- raw/articles/web-design-research.md
- raw/articles/crawford-20-principles.md
- raw/articles/crawford-15-tips.md
- raw/articles/crawford-26-lessons.md
confidence: high
---
# UX Principles — Принципы пользовательского опыта
## 10 эвристик юзабилити (Jakob Nielsen, NN/g, 1994 — обновлено 2024)
Это «правила большого пальца» для оценки интерфейсов. На них ссылается вся индустрия.
### 1. Visibility of System Status
Система всегда должна информировать пользователя о том, что происходит. Своевременная обратная связь. Если пользователь нажал кнопку — он должен сразу увидеть результат.
*Пример: карта торгового центра с указателем «Вы здесь».*
### 2. Match Between System and the Real World
Говорить на языке пользователя — без жаргона, с естественным порядком. Природные метафоры и знакомые концепции.
*Пример: расположение конфорок на плите соответствует реальному расположению.*
### 3. User Control and Freedom
Пользователи часто ошибаются — нужен «аварийный выход». Undo/Redo, отмена действия.
*Пример: кнопка Cancel в любом диалоге.*
### 4. Consistency and Standards
Одинаковые слова/ситуации должны означать одно и то же. Использовать конвенции платформы. Следовать **закону Якоба** (Нильсен): пользователи проводят 80% времени на других сайтах.
### 5. Error Prevention
Лучше предотвратить ошибку, чем исправлять. Два типа ошибок: slips (неосознанные, из-за невнимательности) и mistakes (осознанные, из-за неверной ментальной модели).
### 6. Recognition Rather Than Recall
Минимизировать нагрузку на память. Показывать элементы, а не заставлять вспоминать. Короткая память человека (7±2 элемента).
### 7. Flexibility and Efficiency of Use
Ускорения для опытных пользователей (клавишные shortcuts, жесты). Кастомизация.
### 8. Aesthetic and Minimalist Design
Только релевантная информация. Минимализм = меньше когнитивной нагрузки.
### 9. Help Users Recognize, Diagnose, Recover from Errors
Понятные сообщения об ошибках, подсказывающие решение.
### 10. Help and Documentation
Помощь должна быть легко доступна, сфокусирована на задаче, с конкретными шагами.
## 3 кита UX (Nielsen)
- **Useful** — полезность (соответствует потребностям)
- **Usable** — удобство использования (простота и эффективность)
- **Desirable** — желаемость (вызывает позитивные эмоции)
## Apple HIG: принципы дизайна
- **Clarity** — ясность: контент важнее UI-хрома, всё должно быть понятно
- **Deference** — уважение: UI служит контенту, не отвлекает
- **Depth** — глубина: реалистичное движение, наслоение, иерархия через визуальные слои
## Crawford: практическая адаптация
- **Clarity beats design** — ясность > красота
- **Nobody reads, they scan** — короткие абзацы, жирный ключ
- **First impressions in 0.5s** (halo effect)
- **Micro details build trust** — продуманные детали формируют доверие
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---
title: Visual Hierarchy
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, visual-hierarchy]
sources:
- raw/articles/crawford-20-principles.md
- raw/articles/crawford-15-tips.md
- raw/articles/web-design-research.md
confidence: high
---
# Visual Hierarchy — Визуальная иерархия в веб-дизайне
## Как управляется
- **Размер** — крупные элементы привлекают внимание первыми
- **Цвет и контраст** — яркий/контрастный выделяется на фоне
- **Расстояние (white space)** — больше пространства = больше фокуса
- **Расположение** — слева направо, сверху вниз (Z-паттерн)
- **Вес шрифта** — bold = важное, regular = менее важное
## Правило из Crawford
> Если всё выглядит одинаково важным — ничто не выделяется.
## Gestalt-принципы
- **Proximity** (близость) — элементы рядом воспринимаются как группа
- **Similarity** (сходство) — похожие элементы = одна группа
- **Figure/Ground** (фигура/фон) — контраст между элементом и фоном
- **Closure** (замыкание) — мозг достраивает незавершённые формы
## Применение в Hero Section
1. Заголовок H1 — самый крупный
2. Подзаголовок — меньше, цвет серый
3. CTA-кнопка — контрастный цвет
4. Изображение/видео — визуальная поддержка
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---
title: WCAG AA Practical Guide
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, accessibility]
sources:
- https://webaim.org/standards/wcag/checklist
- https://www.a11yproject.com/checklist/
- https://www.w3.org/WAI/standards-guidelines/wcag/
confidence: high
---
# WCAG AA Practical Guide — Доступность как точка отрыва
> **В РФ WCAG AA не соблюдает НИКТО из коммерческих сайтов.**
> Это наш главный разрыв с конкурентами — юридический хедж, SEO-буст, репутация.
>
> *Стандарт: WCAG 2.2 Level AA (86 критериев). Для типового сайта достаточно AA.*
---
## Чек-лист WCAG AA для разработчика Astro
### Perceivable (Воспринимаемое)
#### ✅ 1.1.1 Non-text Content (A)
**Что:** все изображения имеют alt-текст.
**Как в Astro:**
```astro
<img src="/team.jpg" alt="Команда агентства: 5 человек в офисе" />
<!-- Декоративные: -->
<img src="/bg-pattern.png" alt="" aria-hidden="true" />
<!-- Или CSS background -->
```
**Проверка:** в браузере удалить стили — вся информация должна быть доступна.
#### ✅ 1.3.1 Info and Relationships (A)
**Что:** семантический HTML5. Заголовки H1→H2→H3. Таблицы с th. Формы с label.
**Как в Astro:**
```astro
<header> <nav> <main> <section> <article> <aside> <footer>
<!-- Формы -->
<label for="name">Ваше имя</label>
<input id="name" type="text" autocomplete="name" />
<!-- Заголовки строго по иерархии -->
<h1>Услуги</h1>
<h2>Ремонт квартир</h2>
<h3>Косметический ремонт</h3>
```
#### ✅ 1.4.3 Contrast (Minimum) (AA)
**Что:**
- Текст <18px: контраст **≥4.5:1**
- Текст ≥18px (или ≥14px bold): контраст **≥3:1**
**Инструмент:** WebAIM Contrast Checker, axe DevTools, Lighthouse
**Как в CSS:**
```css
/* Всегда проверять контраст! */
--color-text: #1A1A1A; /* на белом #FFF → 15:1 ✓ */
--color-text-secondary: #666; /* на белом #FFF → 5.4:1 ✓ */
--color-text-muted: #999; /* на белом #FFF → 2.8:1 ✗ ТОЛЬКО для декора */
```
#### ✅ 1.4.11 Non-text Contrast (AA)
**Что:** иконки, кнопки, границы, focus indicators — контраст **≥3:1** с фоном.
**Критично для:** кнопок CTA, иконок соцсетей, чекбоксов, переключателей.
```css
/* Кнопка: текст + фон должны иметь 3:1 между собой */
.btn-primary {
background: #0066CC; /* синий */
color: #FFFFFF; /* белый — контраст с фоном >3:1 ✓ */
}
/* Focus indicator */
*:focus-visible {
outline: 3px solid #0066CC;
outline-offset: 2px;
}
```
#### ✅ 1.4.10 Reflow (AA)
**Что:** при ширине 320px (1280px + 400% zoom) контент не обрезается и не требует горизонтального скролла.
**Это означает:** responsive design обязателен. Container queries + media queries.
**Проверка:** Chrome DevTools → Ctrl+Shift+M → 320px ширина.
#### ✅ 1.4.12 Text Spacing (AA)
**Что:** при переопределении пользователем межстрочного интервала (1.5×), межбуквенного (0.12×), межсловного (0.16×) контент не теряется.
**Как избежать:**
```css
/* ПЛОХО: фиксированная высота */
.card { height: 300px; overflow: hidden; }
/* ХОРОШО: без фиксации высоты */
.card { min-height: 0; }
```
---
### Operable (Управляемое)
#### ✅ 2.1.1 Keyboard (A)
**Что:** все интерактивные элементы доступны с клавиатуры (Tab, Enter, Space, Escape).
**Как проверить:** пройти Tab'ом по всей странице. Должны быть доступны: ссылки, кнопки, формы, меню, модалки.
```astro
<!-- Всегда используйте <button>, не <div onclick -->
<button type="button">Отправить</button>
<a href="/uslugi/">Наши услуги</a>
```
#### ✅ 2.4.1 Bypass Blocks (A)
**Что:** ссылка «Перейти к содержимому» (skip link).
```html
<!-- Первая ссылка на странице: -->
<a href="#main-content" class="skip-link">Перейти к содержимому</a>
<style>
.skip-link {
position: absolute;
top: -40px; /* скрыт, пока не в фокусе */
left: 0;
z-index: 100;
}
.skip-link:focus {
top: 0; /* появляется при Tab */
background: #0066CC;
color: white;
padding: 8px 16px;
}
</style>
```
#### ✅ 2.4.5 Multiple Ways (AA)
**Что:** как минимум 2 способа найти любую страницу на сайте.
```html
<!-- Вариант 1: основная навигация -->
<nav>...</nav>
<!-- Вариант 2: поиск -->
<form role="search">...</form>
<!-- Вариант 3: sitemap.xml (технически) -->
```
#### ✅ 2.4.7 Focus Visible (AA)
**Что:** при Tab все элементы показывают видимый фокус.
```css
/* Современный стандарт (Chrome 122+, Firefox 131+, Safari 17.4+): */
*:focus-visible {
outline: 3px solid var(--color-accent);
outline-offset: 2px;
border-radius: 4px;
}
/* Убираем только для мыши */
*:focus:not(:focus-visible) {
outline: none;
}
```
#### ✅ 2.4.11 Focus Not Obscured (AA — новый в WCAG 2.2)
**Что:** при фокусе элемент не должен быть полностью скрыт (например, под sticky header).
**Решение:** при Tab к элементу под sticky header — скролл до него с отступом.
```css
/* scroll-padding-top в :root */
:root {
scroll-padding-top: 80px; /* высота sticky header + запас */
}
```
#### ✅ 2.2.2 Pause, Stop, Hide (A)
**Что:** авто-анимации >5 сек должны иметь кнопку паузы.
**Касается:** каруселей, бегущих строк, авто-обновления.
---
### Understandable (Понятное)
#### ✅ 3.2.3 Consistent Navigation (AA)
**Что:** навигация одинакова на всех страницах. Порядок пунктов не меняется.
**В Astro:** один компонент Nav на всех страницах.
#### ✅ 3.3.2 Labels or Instructions (A)
**Что:** у каждого поля формы есть label или aria-label.
```astro
<label for="phone">Номер телефона</label>
<input id="phone" type="tel" autocomplete="tel" required />
<!-- Или aria-label для иконочных кнопок -->
<button aria-label="Поиск">
<svg><!-- иконка лупы --></svg>
</button>
```
#### ✅ 3.3.4 Error Prevention (AA)
**Что:** при финансовых/юридических действиях — подтверждение перед отправкой.
```astro
<button type="submit" onclick="return confirm('Подтвердите оплату 5 000 ₽')">
Оплатить
</button>
```
---
### Robust (Надёжное)
#### ✅ 4.1.2 Name, Role, Value (A)
**Что:** все кастомные компоненты имеют правильные ARIA-атрибуты.
```astro
<div role="tablist">
<button role="tab" aria-selected="true">Услуги</button>
<button role="tab" aria-selected="false">Цены</button>
</div>
```
---
## 🛠 Инструменты проверки (бесплатные)
| Инструмент | Что проверяет | Как использовать |
|-----------|--------------|-----------------|
| **axe DevTools** (браузер) | 50+ критериев WCAG | Chrome → F12 → axe → Scan ALL |
| **Lighthouse** | 20+ критериев | Chrome → F12 → Lighthouse → Accessibility |
| **WAVE** (wave.webaim.org) | Контраст, alt, структура | Расширение Chrome |
| **WebAIM Contrast Checker** | Контраст цветов | https://webaim.org/resources/contrastchecker/ |
| **Tab test** | Клавиатура | Tab по всей странице вручную |
| **Screen reader test** | Озвучка | Включить VoiceOver (Mac) / NVDA (Win) |
---
## Минимальный WCAG AA для Astro-шаблона (10 минут)
```css
/* 1. Контраст */
:root {
--color-text: #1A1A1A; /* на белом: 15:1 ✓ */
--color-text-secondary: #595959; /* на белом: 7:1 ✓ */
}
/* 2. Focus */
*:focus-visible {
outline: 3px solid #0066CC;
outline-offset: 2px;
}
:root { scroll-padding-top: 80px; }
/* 3. Skip link */
.skip-link { position: absolute; top: -40px; }
.skip-link:focus { top: 0; }
```
```astro
<!-- 4. Alt-тексты на все <img> -->
<img src="..." alt="Описание" />
<!-- 5. Skip link первой строкой в <body> -->
<a href="#main" class="skip-link">Перейти к содержимому</a>
<!-- 6. Semantic HTML -->
<header> <nav> <main id="main"> <footer>
<!-- 7. Labels для форм -->
<label for="name">Имя</label>
<input id="name" type="text" />
```
**Результат:** 80% WCAG AA за 10 минут. Остальное — точечно под тип контента.
---
## Почему это даёт отрыв в РФ
| Фактор | Эффект |
|--------|--------|
| **Юридический хедж** | Законы об accessible web обсуждаются в ГД. Через 2-3 года станут обязательными |
| **SEO-буст** | Яндекс учитывает семантический HTML, alt-тексты, скорость |
| **Конверсия** | То что помогает инвалидам — помогает всем (Crawford) |
| **Репутация** | Первый accessible-сайт в нише = пресса, кейсы, награды |
| **WCAG 2.2** | 9 новых критериев (focus visible, focus not obscured, accessible name) |
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---
title: Web Accessibility
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, accessibility]
sources:
- raw/articles/web-design-research.md
- raw/articles/crawford-new-rules-2026.md
- raw/articles/crawford-20-principles.md
confidence: high
---
# Web Accessibility — Доступность веб-дизайна (WCAG)
## Стандарт
**WCAG 2.2** (W3C) — международный стандарт ISO. Уровни A, AA, AAA.
Для бизнес-сайтов достаточно AA. Для госсайтов — обязательно.
## Crawford: не чеклист, а фундамент
- Accessibility не «галочка в конце проекта», а часть дизайна с первого дня
- Растущие юридические риски за недоступность
- Доступный дизайн и хороший дизайн совпадают на 80%
## Ключевые практики
- **Контраст**: текст < 18px → 4.5:1 (AA), > 18px → 3:1
- **Alt-текст**: все изображения с информационным наполнением
- **Клавиатурная навигация**: все интерактивные элементы доступны с Tab/Enter/
- **Focus indicators**: видимый фокус при Tab
- **ARIA-атрибуты**: для динамических элементов
- **Prefers-reduced-motion**: уважать настройки пользователя
- **Semantic HTML5**: header, nav, main, section, article, footer
- **Heading hierarchy**: один H1, вложенные H2-H6
## Инструменты проверки
- WAVE (wave.webaim.org)
- Axe (deque.com/axe)
- Lighthouse — встроен в Chrome
- colour contrast analyzer
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---
title: Web Color Theory
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, color-theory]
sources:
- raw/articles/web-design-research.md
- raw/articles/crawford-20-principles.md
confidence: high
---
# Web Color Theory — Теория цвета в веб-дизайне
## Правило 60-30-10
- **60%** — основной цвет (фон, поверхности)
- **30%** — вторичный (заголовки, секции)
- **10%** — акцентный (CTA, ссылки, кнопки)
## Психология цвета
- **Синий** — доверие, стабильность (корпоративные сайты, банки)
- **Красный** — срочность, действие (распродажи, CTA)
- **Зелёный** — рост, деньги, экология
- **Оранжевый** — энергия, доступность
- **Фиолетовый** — роскошь, креативность
- **Чёрный/Тёмный** — премиальность, минимализм
## Контраст и доступность
- Минимум 4.5:1 для обычного текста (WCAG AA)
- Минимум 3:1 для крупного текста (18px+ bold или 24px+ regular)
- Инструменты проверки: WAVE, Axe, color contrast analyzer
## Тёмная тема
- Фон: #121212 (не чистый чёрный — утомляет глаза)
- Текст: #E0E0E0 (не белый)
- Поверхности: иерархия через elevation (повышение яркости)
- Material Design 3: Dynamic Color через цветовые тона
## Китайский подход
- Красный (удача), золотой (богатство), яркие градиенты
- Плотная палитра — больше цветов на странице
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---
title: Web Conversion Optimization
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, conversion]
sources:
- raw/articles/crawford-conversion-principles.md
- raw/articles/crawford-15-tips.md
- raw/articles/crawford-26-lessons.md
confidence: high
---
# Web Conversion Optimization — Конверсия и CRO
## 5 принципов (Crawford, анализ 1000+ сайтов)
### 1. Clarity Beats Design
Ясность — главный драйвер конверсии. Homepage за 2 секунды: Что это? Для кого? Что делать?
### 2. One Clear CTA
Одно первичное действие, повторённое по странице. Не путать пользователя выбором.
### 3. Social Proof > Design
Отзывы, кейсы, логотипы клиентов работают сильнее дизайна. "Это сработало для таких как я?"
### 4. Less Motion = More Impact
Минимализм снижает когнитивную нагрузку. Простота выделяет на фоне шума.
### 5. Micro Details Build Trust
Продуманный дизайн форм, кастомные иконки, тонкие UI-элементы. Создают ощущение профессионализма.
## Бенчмарки конверсии
- **2–3%** — средний по рынку
- **5–10%** — сильный результат
- **10%+** — исключительный (лендинги)
## Ключевые ошибки
- Слишком много CTA на странице
- Корпоративный жаргон вместо ясности
- Спрятанные цены
- Анимации ради анимации
- Проектирование "для себя", а не для клиента
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---
title: Web Navigation
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, navigation]
sources:
- raw/articles/web-design-research.md
confidence: high
---
# Web Navigation — Навигация сайта
## Ключевые принципы
- **Максимум 7 пунктов** (правило Миллера)
- **Sticky header** — навигация всегда видна (опционально: скрывать при скролле вниз)
- **Хлебные крошки** — обязательны для сайтов с 3+ уровнями
- **Поиск** — всегда видимый, с автокомплитом
- **Mobile-first**: hamburger, bottom nav, жесты
## Структура
1. **Primary nav** — главные разделы (до 7)
2. **Secondary nav** — подразделы, доп. ссылки (footer, sidebar)
3. **Utility nav** — поиск, язык, профиль, корзина
## Best practices
- Dropdown с задержкой (300ms) для предотвращения случайного закрытия
- Mega-menu для сайтов с 20+ разделами (e-commerce, каталоги)
- В Chinese design: mega-menu с карточками, фильтры сбоку
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---
title: Web Performance (Core Web Vitals)
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, performance]
sources:
- raw/articles/web-design-research.md
- raw/articles/crawford-15-tips.md
confidence: high
---
# Web Performance and Core Web Vitals
## Метрики (2026)
- **LCP** (Largest Contentful Paint) — < 2.5s — скорость загрузки основного контента
- **INP** (Interaction to Next Paint) — < 200ms — отклик на взаимодействие (заменил FID)
- **CLS** (Cumulative Layout Shift) — < 0.1 — визуальная стабильность
## Инструменты
- **Google PageSpeed Insights** — LCP, INP, CLS + рекомендации
- **WebPageTest** — детальные waterfall-диаграммы
- **GTmetrix** — LCP, INP, CLS + оптимизация
- **Chrome Web Vitals extension** — реальный мониторинг
## Влияние на конверсию (Crawford)
> Каждая секунда загрузки снижает конверсии. >3s = потеря ~50% посетителей.
## Типовые проблемы
1. **Несжатые изображения** — WebP/AVIF с lazy loading
2. **Тяжёлые скрипты** — дефер, асинхронная загрузка
3. **JavaScript блокирует рендер** — code splitting, tree shaking
4. **Много шрифтов** — не более 3 семейств
5. **Нет кэширования** — CDN, service workers, cache headers
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---
title: Web Psychology
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, psychology]
sources:
- raw/articles/crawford-15-tips.md
- raw/articles/crawford-26-lessons.md
- raw/articles/web-design-research.md
confidence: high
---
# Web Psychology — Психология в веб-дизайне
## Ключевые принципы
### Halo Effect (Ореол)
Первое впечатление за 0.5 секунды формирует общее восприятие.
Если сайт выглядит профессионально → пользователь считает продукт качественным.
Если дёшево → всё остальное под вопросом.
### Analysis Paralysis (Паралич выбора)
Слишком много вариантов = ноль действий.
Один CTA. Одна цель. Одна страница.
### Social Proof (Социальное доказательство)
Люди следуют за другими. Отзывы, кейсы, цифры клиентов.
Вопрос пользователя: "Сработало для таких как я?"
### Scanning Pattern (Паттерн сканирования)
Люди не читают — сканируют. F-паттерн (сверху-вниз, слева-направо).
Короткие абзацы, жирный ключ, списки.
### Z-Pattern / F-Pattern
- **Z-паттерн** — для лендингов: глаз идёт по Z
- **F-паттерн** — для контентных страниц: заголовок → абзац → заголовок
### Loss Aversion (Избегание потерь)
"Не упустите" работает сильнее "получите".
### Reciprocity (Взаимность)
Бесплатный гайд, чеклист, консультация → пользователь чувствует обязанность ответить.
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---
title: Web Typography
created: 2026-06-02
updated: 2026-06-02
type: concept
tags: [web-design, typography]
sources:
- raw/articles/web-design-research.md
confidence: high
---
# Web Typography — Веб-типографика
## Иерархия
H1 → H2 → H3 → body → caption. Без иерархии пользователи не могут сканировать.
## Размеры
- **Body**: минимум 16px
- **Hero**: 300–400px в full-screen hero, 48–72px в обычном контенте
- **Межстрочный интервал**: 1.4–1.6 для body, 1.1–1.3 для заголовков
- **Длина строки**: 50–75 символов (65 — оптимум)
## Правила
- Не более 2–3 шрифтов на страницу
- Парные шрифты: Serif + Sans-serif или разные веса одной гарнитуры
- CSS Custom Properties для всех типографских значений
- Контраст: 4.5:1 для текста (WCAG AA), 3:1 для заголовков
- Кастомные иконки лучше generic — Crawford: micro details build trust
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---
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 22–28px 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 22–28px in weight 500–600, 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 500–700, 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 4–5 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 (80–96px) 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: 4–5 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 | 744–1128px | Top nav keeps product tabs but search bar narrows; property cards 2-up; city grid 2–3 column; reservation card stays sticky right-rail at narrower width. |
| Desktop | 1128–1440px | 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 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 | 768–1024px | 2-up demo-grid; top nav stays horizontal but tightens; cream-callout cards stack 2-up; pricing comparison table becomes horizontally scrollable |
| Desktop | 1024–1440px | 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 Analysis
Design system details have been moved to: https://getdesign.md/airtable/design-md
You can also view previews, dark mode examples, and download options on getdesign.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 1.07–1.19 (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:** 8–11px vertical, 15–22px 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:** 20–24px 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 48–64px 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 20–40px 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 4–5 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 | 420–640px | Single-column stack; product renders scale to 80% of tile width; hero h1 drops to 34px |
| Large phone | 641–735px | Tiles transition to tighter padding (48px vertical vs 80px); fine-print wraps |
| Tablet portrait | 736–833px | Global nav collapses to hamburger; sub-nav hides category chips, keeps primary CTA |
| Tablet landscape | 834–1023px | Global nav returns fully expanded; 3-column utility grids become 2-column |
| Small desktop | 1024–1068px | Product tiles use 2/3 width with margin gutters; hero h1 stays at 40px |
| Desktop | 1069–1440px | Full layout; 4–5 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 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 | 768–1024px | Top nav stays horizontal but tightens, secondary menu items hide behind a "More" dropdown; markets table 2-up; pricing/feature grids 2-up |
| Desktop | 1024–1440px | 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.
design-systems/bmw-m/DESIGN.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 | 768–1024px | Top nav stays horizontal but tightens; 2-up card grids; spec tables 2-up |
| Desktop | 1024–1440px | 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.
design-systems/bmw/DESIGN.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 | 768–1024px | Top nav narrows, secondary menu hides under "More"; model card 2-up; inventory 2-up |
| Desktop | 1024–1440px | 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 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 | 768–1024px | Top nav stays minimal (MENU + wordmark + STORE); 2-up newsroom grid; career rows full-width |
| Desktop | 1024–1440px | 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 | 768–1024px | Top nav stays horizontal but tightens; nav-pill-group wraps; feature cards 2-up; pricing 2-up |
| Desktop | 1024–1440px | 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 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 | 768–1024px | Top nav stays horizontal but tightens; feature cards 2-up; connector tiles 3-up; pricing 2-up |
| Desktop | 1024–1440px | 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 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 | 768–1024px | Top nav tightens; feature cards 2-up; pricing 2-up |
| Desktop | 1024–1440px | 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 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 | 768–1024px | Top nav tightens; feature cards 2-up; pricing 2-up |
| Desktop | 1024–1440px | 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 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 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 | 640–1024px | Hero h1 64px; feature card grid 2-up; asset rows stay horizontal but compress columns. |
| Desktop | 1024–1280px | 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 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 | 640–1024px | Hero h1 56px; terminal mockup grid stays 2×2; toolkit grid 2-up. |
| Desktop | 1024–1280px | 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 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 | 640–1024px | Hero h1 56px; IDE mockup compresses; feature grid 2-up. |
| Desktop | 1024–1280px | 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.
design-systems/cursor/README.md
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# 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.
design-systems/dell-1996/DESIGN.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 80–120 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 | 640–1024px | Hero h1 48px; feature cards 2-up. |
| Desktop | 1024–1280px | 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 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 | 640–1024px | Hero h1 48px; device mockup compresses; feature grid 2-up. |
| Desktop | 1024–1280px | 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 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 | 640–1024px | Hero h1 56px; feature card grid 2-up; preowned listing 2-up. |
| Desktop | 1024–1280px | 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 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 320–340 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 320–340, 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 1.00–1.10; body runs 1.40–1.45. 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 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 15–20px 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 600–700 with manually tightened tracking. Mona Sans's hairline weights at 100–300 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 32–40px 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 5–6 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 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 1.17–1.21 line-heights; body type runs the same family at 500 weight with relaxed 1.50–1.71 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 (1.17–1.21); body type is the same family at 500 weight with deliberately relaxed line-heights (1.50–1.71) — 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 1.17–1.21 (tight); body runs the same family at 500 with 1.50–1.71 (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 (12–13px, 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 1.17–1.21; body lifts to 1.50–1.71. 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 5–6 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 (1.17–1.21) with relaxed body line-heights (1.50–1.71). 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 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 8–16px, 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 8–16px 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 1.4–1.5 line-height. Button labels lift to weight 600/700 with positive 0.5–1.1px 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 1024–1199px, 2 at 768–1023px, 1 below 768px.
- **Pricing tiers**: 4 columns at >1024px, 2x2 grid at 768–1023px, 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 11–12px 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 | 480–767px | Same column count; hero scales to ~44px; pricing tiers stack vertically |
| Tablet | 768–1023px | 2-column product grid; pricing 2x2; nav still full text labels |
| Desktop | 1024–1279px | 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 0–4px. 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 42–76px 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 5–6 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.
design-systems/ibm/README.md
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# 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.
design-systems/intercom/DESIGN.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 (8–16px). 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 (~24–32px logo height) on `{colors.canvas}` cream with no border.
- Avatar circles in testimonial cards use `{rounded.full}` at 40–48px 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 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 | 500–600 | 1.38 | normal |
| Caption | Kraken-Product | 14px | 400–700 | 1.43–1.71 | normal |
| Small | Kraken-Product | 12px | 400–500 | 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 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 | 0.14–0.2px | LamboType, uppercase, ghost buttons |
| Button Small | 13px (0.81rem) | 300/500 | 1.20 | 0.13–0.2px | LamboType, compact button variant |
| Caption | 14px (0.88rem) | 600/700 | 1.14–1.50 | -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 | 1.00–2.00 | 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**: 48–56px vertical, 40px horizontal
- **Small spacing**: 2–5px 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 (0.92–1.19) 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 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 500–700 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 500–700 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 32–40px 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 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 (48px–60px), 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, 0.82–0.83) 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 | 1.00–1.10 (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 14–16px 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 80px–208px 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: 2–3 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 (80px–208px). The warm cream background makes these expanses feel cozy rather than empty.
- **Content-driven rhythm**: Tight internal spacing within cards (12–24px) 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 | 600–640px | Standard mobile layout |
| Tablet Small | 640–700px | 2-column grids begin |
| Tablet | 700–768px | Card grids expand |
| Desktop Small | 768–1024px | Multi-column layouts |
| Desktop | 1024–1280px | Full feature layout |
| Large Desktop | 1280–1536px | 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 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 | 12–14px | 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: ~50–60px 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: 10–20px 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: ~60–70% 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: 260–340px 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), 1–2 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: ~40–60% of viewport
- Height: ~380–420px (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 72–128px / 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: ~48–56px 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 (~1–1.5px) 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**: ~96–128px between major sections on desktop; ~48–64px on mobile
- **Card internal padding**: 32–40px on desktop, ~24px on mobile
- **Nav top margin**: ~24px from viewport top (the pill floats, doesn't touch)
### Grid & Container
- **Max content width**: ~1200–1280px centered, with ~48–100px 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
- ~300–500px 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 |
|--------|-----|
| 3–6px | 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 (20–40), or full-pill (99+)**. The middle ground of 8–12 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 8–16px — 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 | 768–1023px | Nav pill shows 2–3 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 ~50–60px. 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 (768–1023px) 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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