dark · structured · sans · enterprise · consulting · purple
DESIGN.md inspired by Accenture
Dark hero, white Graphik, and one electric purple — the `>` greater-than mark made into a whole consulting brand. '#a600ff' is always moving forward.
By webdesignhot · www.accenture.com ↗
$ npx @webdesignhot/design-md add accenture
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Aave Ghost-soft DeFi — lavender #978fff on white, custom Aave Repro sans, pastel gradients in a usually-brutalist lending space. Adidas Pure-black sport-utility, AdihausDIN/adidasFG uppercase, three-stripe geometry — the engineering canon for global sportswear. Adobe Creative-suite chrome — paper-white canvas, magenta-to-orange wordmark gradient, and Adobe Clean carrying every product grid. Affirm Honest-money fintech in the dark — indigo #4a4af4 CTAs at near-pill 96px radius, light-weight white headlines, no fine print. AgentKit Three swappable themes for AI agent products — editorial dark, daylight bright, fintech cool-blue. Airbnb Pure-white marketplace canvas with one Rausch coral and Cereal — generous photography, soft pills, modest type. Airtable White-canvas editorial workflow software with full-bleed coral and forest signature cards punctuating a near-black pill-CTA system. Alibaba Electric orange `#ff6a00` + dense merchant grids — the global B2B wholesale floor as a website. Allbirds Oatmeal-canvas eco-minimalism — Geograph sans on warm Amazon Smile-orange CTA, Amazon Ember sans, dense product grids — the canonical everything-store interface. Amazon Web Services Squid-ink navy with Smile-orange CTAs — the densest tile-portal on the cloud-platform internet. American Express White-canvas premium-restraint membership UI — signature Amex Blue accent, near-black editorial type, concierge-tier hierarchy. Anthropic Editorial broadsheet for AI safety — cream canvas, Anthropic Serif body, terracotta clay accent, magazine geometry. Apple White-canvas product theatre — SF Pro Text, 980px pill CTAs, and a single-blue accent system. Apple Music Pink-red gradient hero with album-grid kinesthetics — SF Pro precision, signature `#fa233b` brand pink, glassy dark canvas. Apple TV+ Pure-black cinematic theatre with SF Pro and ruthless minimalism — content as the only voice. Arbitrum Arbitrum Blue on white — Layer 2 chain marketing with Inter sans, structured grids, sophisticated-restraint contrasted with Solana's cinematic. Arc Browser-as-personality marketing — buttery cream canvas, Marlin Soft display, hand-tooled blue-and-coral palette. Are.na Bare grey-and-orange minimalism — a single Helvetica-class sans, hairline borders, and a stubborn refusal to optimise for engagement. Asana Approachable work management in soft purple — Asana Sans at modest weights with a rainbow accent palette and warm sky-tinted whitespace. Astro Cosmos navy canvas with violet-to-orange brand gradient — Mona Sans display, Inter body, Astro''s star-chart MPA framework dressed as an observatory dashboard. ASUS Republic of Gamers red `#cd0000` on black with bold sans — Taiwan engineering meets esports brutalism. Atlassian Enterprise-blue corporate canvas — signature Atlassian Blue, Charlie display type, four-product mark. Audi Vorsprung durch Technik on near-black — Audi Type sans, four-rings precision, and a near-monochrome canvas with `#bb0a30` reserved for sport. Auth0 Twilight-blue dark canvas with TWK Lausanne 300 display + Aeonik body — the original identity-platform aesthetic. Away Editorial travel-luggage DTC — Graphik on white, photography-led, sharp 0px white CTAs over dark hero imagery. Axiom Deep-navy observability with a cyan electric accent — Inter for body, JetBrains Mono for every event label, and a structural grid that reads as logs at planet scale. Axios Smart-brevity in chromatic form — blocky white canvas, Tiempos-flavored Atiza serif, signature `Why it matters:` time-bars and bullet-first prose. Bandcamp Bandcamp Cyan + Helvetica — indie-music marketplace honesty, no streaming-platform polish, no algorithmic carousels. Base Coinbase-adjacent L2 minimalism — coinbaseSans on white, signature electric blue Baseten White canvas with Inter and a signature `#6c5ce7` purple — ML model deployment dressed in approachable workshop chrome. BBC News Signature BBC red (`#bb1919`), Reith Sans + Reith Serif, the global broadcaster authority typography of the world''s public-service news. Bear Off-white canvas, a custom bearsans display, a red bear icon, and tealish handwritten underlines — a Markdown notes app dressed as a Mac Pro magazine. beehiiv Aggressive black-on-yellow newsletter punch — heavy display sans, hyper-flat cards, and a `#ffd60a` highway-yellow that reads like a tabloid front page. Best Buy Yellow price-tag mark, electric blue trust, bold sans — big-box electronics design with Geek-Squad confidence. Binance Trading-floor near-black with a single high-voltage Binance Yellow doing all the brand work — BinanceNova for type, BinancePlex for numbers. Biome A white-canvas Rust toolchain page where one deep azure blue does all the work. Bloomberg Iconic black-orange financial broadsheet — BWHaasHead headlines, AvenirNextPForBBG chrome, terminal-grade data density. Bluesky Sky-blue `#0085ff` on bright white with Inter sans — the AT-Protocol social network rendered as airy, federated, open. Blur Pure-black canvas, neon `#ff8700` orange voltage, and JetBrains-Mono-default everywhere — brutalist NFT trader terminal as competitive instrument. BMW Corporate-blue calm — BMW Type Next on a cream-tinted white, dark navy hero bands, and the M-stripe triplet in reserve. BMW M Performance black on M-blue/M-violet/M-red — the motorsport variant that turns BMW corporate into track-day theatre. Bolt An electric-blue command line for the web — StackBlitz's AI builder on a near-black #1e1e21 canvas, Inter Display, builder's register. Booking.com Deep-blue commerce engine — Bookin Sans on white, yellow CTA voltage, dense booking-funnel maximalism. Booking.com Booking Blue + signal yellow — the deal-finder design language at maximum density, optimized for conversion not contemplation. Bose Pure black canvas, Helvetica restraint, and premium-audio confidence — sound presented as engineering art. Brex Cool grey-blue surfaces, magenta-to-purple-to-indigo gradient, Söhne 600 — fintech as fast, modern, slightly flashy. Brilliant STEM education with playful diagram-energy — warm coral CTA on near-black, custom Brilliant Sans, illustrated geometry as hero. Bugatti French-engineered austerity — pure black canvas, three Bugatti typefaces, and full-bleed photography as the only voltage. Bun Cream canvas with chunky pink accents and the wide-eyed mascot — a JS runtime dressed as a 1970s bakery sign. Buttondown Indie newsletter software in heavy 900-weight Auto Pro — electric `#0069ff` pill CTAs and soft-yellow highlights on a pure-white canvas. Cal.com Open-source calendly with one bold custom font — Cal Sans on a soft `#f4f4f4` paper canvas. Calm Signature `#0066ff` deep blue + Aktiv Grotesk + meditation-deep cool atmospheric calm. Calm Mindfulness in a serif — Calm Cream canvas, soft moonlit blue and forest green, Visby Round display, breathing-pace motion. Capacities Cream-yellow canvas, Inter at 700 with a Crimson Pro serif fallback, and a yellow underline as page ornament — a PKM that thinks like a sketchbook. Capital One Confident-accessible banking — navy authority, one red swoosh, 2px-sharp blue. Cartesia Bright clinical white with a single deep-blue action — voice-AI presented as scientific instrument rather than consumer product. Cash App Electric `#00d54b` green on near-black, Cash Sans monospace-flavoured geometry, and p2p-money youth aesthetic. Casper Cozy DTC sleep brand — Casper navy/indigo ink (`#1e306e`) on a pure-white canvas, deep-navy `#012169` pill CTAs at 32px radius, Calibre body under New Kansas friendly-serif display. Premium that tucks you in. Character.AI Cool zinc canvas, custom atHauss sans, and dark pill CTAs — a roleplay social product dressed in TikTok-grade neutrality. Chase Trust-institutional banking UI — white canvas, near-black ink, bright-blue primary + green secondary CTAs in Open Sans. Chevrolet Gold-cross American classic — Louis sans on white with a `#cd9834` bowtie, a `#003876` corporate blue, and Camaro/Corvette red drama in reserve. CircleCI Light-content CI/CD platform — near-black hero, Inter sans, navy chrome with a restrained CircleCI-green accent. ClassPass Wellness-marketplace energy — coral-pink CTA on warm white, GT America sans, photographed-class-as-hero pattern. Claude.ai Cream paper canvas, Anthropic Sans for body and Anthropic Serif for the headline — an AI assistant set in literary type. Clerk Geist + Suisse on near-black canvas with `#6c47ff` violet CTA — the drop-in-auth dev-tool aesthetic. ClickHouse Near-pure black canvas with electric yellow as the brand voltage — database performance dressed in voltmeter chrome. Cloudinary Media-API technical infrastructure in confident blue — Inter at modest weights with a deep navy-blue brand and a single chromatic accent for media moments. CodeRabbit Near-black AI-review canvas — warm CodeRabbit orange accent, Plus Jakarta Sans, sharp 4px white CTAs. CodeSandbox Pale-lime electricity on a Cohere Stark white editorial canvas with deep green-black product bands and a CohereText/Unica77 type split. Coinbase Institutional-grade calm — pure white canvas, a single Coinbase Blue, and Coinbase Display set at weight 400 instead of 700. Composio Near-black canvas with deep-electric-blue voltage and a 2x2 terminal-mockup hero — agent infrastructure dressed as developer instrumentation. Corsair Yellow `#ffff00` lightning on black with Roboto — RGB-everything peripherals and PC components. Costco Warehouse blue + signature red, Helvetica utilitarian — bulk-buying signage translated to web. Coursera University-blue `#0056d2` on warm-white parchment with Source Sans — the canonical online-degree marketplace. Cursor Warm cream IDE-marketing — `#f7f7f4` canvas, `#26251e` ink, custom CursorGothic display, JetBrains Mono code, vivid orange accent. CVS Health CVS-red heart on a clean white canvas — custom CVS Sans, near-black ink, trustworthy healthcare clarity. Databricks Signature Databricks Red Datadog NationalWeb on white with the iconic `#632ca6` purple — observability dressed as an enterprise dashboard, structurally dense, chromatically restrained, multicolour where the data demands it. Deel A warm dark canvas with electric coral and orange accents — global payroll dressed as a confident product portrait. DeepSeek Deep-blue Chinese-tech minimalism — a research lab dressed in `#4d6bfe` and stark white space. Deliveroo Deliveroo Teal on white — food-delivery design at maximum saturation, custom Roo Sans, kangaroo-mark mascot energy. Dell Pragmatic blue `#007db8` with custom Roboto-derivative — business-first PC commerce since the dorm room. Deloitte Big-4 gravitas — pure-white canvas, true-black ink, Open Sans at light 300, and the signature green dot. Delta Air Lines Whitney sans on near-white, Delta navy + signal red — the Hartsfield-Jackson aircraft livery translated to web typography. Deno Inkwell black on warm white with the dinosaur mascot — TypeScript runtime as Eric Carle children's book. Descript Cream-pink canvas, a custom Brett display serif, and a wine-dark CTA — an AI video editor that ships like a magazine. Discord Indigo-ground hangout — gg sans body, ABC Ginto Nord display, 12-16px tile radii, white pill CTAs. Disney+ Deep navy gradient streaming hall with custom Inspire display sans and the unmistakable Disney+ wordmark arc. DoorDash Signature red-orange CTA, custom DoorDash Sans, delivery-funnel commerce — the dominant on-demand local marketplace. Duolingo Owl-green confidence and DIN-Round buttons that lift like candy — the gamified language app distilled to four colors and one mascot. dYdX Pure-black canvas, Satoshi-compressed display, and one signature indigo-purple #7774ff CTA — a pro-trader perps terminal as a brand. Dyson Engineering-greyscale on white — Dyson Futura Light at 44px (weight `300`, never bold), body ink `#333` not pure black, zero-radius CTAs with a fluid-dynamics ripple hover, and a single magenta accent reserved for haircare. The web brand of an engineering company that refuses to look like a marketing site. ElevenLabs Near-black voice-tech ground with white voice-wave aesthetic — Inter at studio scale, pill CTAs, and a single saturated accent that reads as both wayfinding and brand. Emirates Custom-serif luxury — Emirates red on light grey, gold accents, Fly Better editorial calm. Epic Games Pure-black canvas with custom Brutal Type / Heading Now display — Fortnite-saturated marketing meets PC-storefront merchandising. Ethereum Off-white canvas, ethereum-blue `#1c64f2` voltage, and Inter + serif duet — community-owned protocol as open documentation. Etsy Burnt-orange CTA, Graphik humanist sans, handcrafted-warmth aesthetic — the marketplace for makers and small batch. Everlane Pure white canvas, Maison Neue Book, near-black ink — radical-transparency DTC minimalism. Excalidraw Literal hand-drawn whiteboard — wobbly SVG strokes, Virgil-style handwriting, and a deliberately primitive UI that turns digital sketching into nostalgia. Expedia Navy commerce + Mango yellow voltage — Expedia Sans, dense travel-funnel density with One Key loyalty colour-coding. fal Pure white canvas, focal display at 120px, and near-black #252527 CTAs — generative-AI inference at editorial scale. Fantastical White paper, Effra geometric sans, full-round blue pills, and a rainbow of app-icon glass squares — a calendar app marketed like Apple''s Pro Apps. Ferrari Cinematic editorial in near-black — Rosso Corsa restraint, FerrariSans 500, and full-bleed cavallino photography. Figma Bright multi-color section bands with figmaSans display and figmaMono eyebrows — a marketing site that designs in scenes. Financial Times Salmon-pink page (`#fff1e5`) — the world''s most recognizable newspaper background, paired with Financier display + MetricWeb sans for global markets coverage. Fireworks AI Light canvas with Inter sans and a signature `#6720ff` purple-amber-orange spark — fast-inference platform dressed in speed-of-light kinetic chrome. Fly.io Mackinac display + Fragment Mono on a violet-saturated canvas — a PaaS that dresses like a small-press magazine. Ford American-truck heritage in corporate blue — Antenna sans, oval-script wordmark, and a deep `#003478` voltage that has carried the brand since 1927. Fortnite Battle-royale design at maximum saturation — neon yellow + electric blue on near-black, Burbank Big condensed display, season-driven brand kaleidoscope. Framer Black-on-white maximalism with electric gradient floods — Inter Display at heroic sizes, motion as a first-class material. Frontegg PP Neue Machina display + Neue Montreal body — plug-and-play user-management with deep-blue gravitas. Gemini (Google) Blue-into-violet gradient, Google Sans, soft Material 3 surfaces — Google''s house style applied to a chat interface. Ghost Warm-cream content CMS aesthetic — Inter for chrome, a soft serif for the writing surface, and a single confident green for action. GitHub Dark-canvas developer-platform marketing — Mona Sans variable headings, lime-green accent, near-black ground. GitHub Copilot Pure-white canvas, pure-black inverted CTAs, Mona Sans display — GitHub's editorial confidence applied to AI tooling. GitLab Light DevOps-platform marketing — GitLab Sans, near-black ink, oversized 96px headlines, tanuki-orange accent. Gitpod Editorial dev-tool calm — light canvas, near-black navy text, ABC Diatype sans + Martina Plantijn serif, 8px radius. Glif Near-black Manrope on near-white, anchored by one confident green CTA — a playful creative-agent canvas. Glossier Post-pink austerity — white canvas, single-family Apercu, 0px radius rectangles. The brand that invented millennial-pink chrome in 2014 has retired pink to a footer wash and a single badge color. Grafana Dark observability canvas with the iconic `#f46800` orange — Inter for body, Roboto Mono everywhere a label hides, multi-colour chart palette ripped straight from a real dashboard. Granola White paper, a custom Quadrant book serif, and an olive-green CTA — an AI notepad that dresses like a stationery shop. Graphite Near-black developer canvas — Matter type, near-white ink, one clean blue, 8px CTAs. Groq Warm off-white canvas, light-weight Space Grotesk, and a single hot `#f43e01` orange — speed-obsessed AI inference. Grubhub Friendly red-orange CTA, Sentinel display + Avenir body, dense delivery-app commerce — the long-running incumbent. Gumroad Hot pink `#ff90e8` on cream, ABC Favorit at 96px, hard black borders and offset shadows — neo-brutalist creator commerce. Gymshark Pure white canvas, black ink, Montserrat bold display over Roboto body — every CTA a fully-rounded 56px pill. HashiCorp Black canvas hosting a per-product color portfolio — Terraform purple, Vault yellow, Consul red, Waypoint cyan — multi-product identity made literal. Hashnode Developer publishing platform — deep navy canvas, electric blue brand, Inter sans + JetBrains Mono code chrome. HBO Max Deep purple-black premium streaming canvas with custom Sharp Grotesk and the unmistakable Max wordmark. Headspace Signature `#ffac1d` orange + custom round display + meditation-friendly playful warmth. Height AI-PM workspace dressed in chalk pastels — Inter at modest weights over a near-paper canvas, with a single confident accent and an AI-purple voltage moment. HEY Warm-white canvas, deep purple-ink, and a crayon-box of saturated pastels — opinionated email dressed as a friendly poster. Hilton Hilton Blue on white — confident-contemporary hospitality with Söhne-adjacent sans, blue-on-white photography-led layouts. Honda Reliability-first restraint — HondaGlobalFont on white, signature red HP Cyan-blue `#0096d6` HP-circle on white with Forma DJR — the 84-year-old technology brand''s mainstream face. HubSpot Warm coral-orange (#FF7A59) on a near-white canvas, a humanist sans set generous and round, and a brand voice that turned inbound marketing into a methodology. Hugging Face AI community canvas — deep blue-black ground, Source Sans Pro headlines, pill auth + 8px tile cards. Hulu Near-black canvas anchored on Hulu Green `#1ce783` with Graphik sans — the bright, cable-meets-streaming UI. Hume AI Warm cream canvas, custom Fellix type, and near-black pill CTAs — voice-AI research presented with humanist calm rather than tech coldness. Hyperliquid Near-black IBM Carbon Design System made literal — pure-white canvas, IBM Plex Sans at light 300, square corners, and one assertive `#0f62fe` blue. Ideogram A bright white canvas with a single saturated violet cue — a typography-first AI image tool that lets the gallery do all the talking. IKEA Yellow `#ffdb00` on blue `#0058a3`, Noto IKEA sans, Swedish-democratic-design retail at planetary scale. Instacart Grocery-shopping-list practical — Instacart Sans on white, signature carrot green JetBlue JetBlue Blue on white — friendly aviation with a custom rounded sans, Mint cabin orange accent, lower-case microcopy. Jupiter Jupiter lime on near-black — Solana DeFi aggregator with Inter, a cat-in-space mascot, and playful pill-CTA energy. Kagi A premium search engine dressed in warm cream and Plex — the indie answer to ad-funded search. KAYAK Burnt-orange flight-search density — Open Sans on white, comparison-engine maximalism, price-graph data viz. Khan Academy Signature `#14bf96` mint green on white with Lato sans — free-for-everyone education in a warm, encouraging register. Kinde White canvas with Inter 72/500 display + dev-friendly pink-coral accent — the approachable auth-billing-access platform. Kit A cream newsletter canvas with a custom KitSans display, a Libre Franklin secondary, and a pastel-rainbow chip set — the editorial register reborn from ConvertKit. Klarna Klarna PINK `#ffa8cd` on white, near-black navy `#0b051d` ink, Klarna Title at billboard scale. Kraken Kraken Purple `#7132f5` on white — Kraken-Brand display + Kraken-Product UI for a calmer, less-bombastic crypto exchange. Krea A pure-black studio with Suisse Intl set quietly at 60px — a creative-AI gallery that lets the work and the cobalt CTA carry the colour. Lamborghini Cathedral of darkness — true black canvas, Lamborghini Gold accents, and LamboType angled-terminal display. LangChain Deep navy canvas with Inter precision and a quietly confident teal accent — agent orchestration dressed as engineering documentation. Ledger White canvas, Inter at rest, and one unmistakable Ledger Orange on full-pill CTAs — security made calm. Lego Lego Yellow + Red on white — primary-color toy theatre, custom Lego Sans, brick-as-hero photography. Lemon Squeezy A dark hero with white Circular display, signature lemon-yellow Leonardo.Ai A pure-black cinematic canvas where ufficioDisplay headlines and white full-pill CTAs frame generative imagery — a film studio's title card, Canva-owned. Linear Dark-canvas product surface — pure-black ground, indigo accent, custom Inter weights, pill CTAs. LiveKit Realtime audio-video infra — Public Sans 300 weight on near-black, signature cyan LlamaIndex White canvas with Inter and a signature `#1b9aff` blue — RAG infrastructure dressed as a clean technical reference card. Logitech Soft consumer-tech blue gradients with Brown sans — design for the way you work, play, and create. Lovable Pink-into-violet gradient on white — vibe-coding dressed in playful, friendly chromatics. Lowe's Signature navy blue on white canvas — residential-DIY warmth rendered as big-box retail. lululemon Quiet-luxury athleisure — Saans variable on bone-off-white, off-black ink (`#140f0f`, not pure black), pill CTAs on square product cards, mixed-case sentence-cased headlines tracked −4px. The athletic brand that murmurs. Luma AI A cinematic black screening room that opens into a white studio — Graphik set tight, every CTA a full white pill. Magic Eden Mint-cream canvas, magenta-mint accent duet, and a custom Foundry display — Solana-native marketplace as boutique gallery. Mailchimp Cavendish-yellow chunkiness — a custom display serif (Cooper Light), the signature `#ffe01b` block, and a brand voice that hugs you while it ships campaigns. Marriott Luxury-hospitality restraint — Caudex serif for editorial moments, off-white canvas, gold-bronze CTA, photographed-resort hero. Mastercard Cream-canvas editorial fintech, circular-portrait orbits, MarkForMC at 450 weight — institutional-but-warm payments brand. MasterClass Pure-black cinema with custom display serif and editorial reverence — celebrity-instructor learning as a premium streaming product. Medium Editorial reading-first publishing — magazine-grade serif body, GT Super display, signature green-on-white pill CTAs. Mercedes-Benz Three-pointed-star authority — MBCorpo on near-black canvas, silver-blue Mercury A near-pure white canvas with a literary serif headline and a signature mercury-mint accent — banking dressed as a quiet magazine. Meta Optimistic blue (#0467df) on a white corporate canvas — Optimistic Display headlines, generous space, social-platform conglomerate at rest. MetaMask Foxy Orange on white — Ethereum wallet design with custom MM Sans, 8-bit fox mascot, friendly-utility voice. Microsoft Fluent surfaces — off-white canvas, Segoe UI Variable Display, and a Cortana-blue action color carrying every product. Midjourney A deep cosmic canvas where JetBrains Mono headlines float over a wide-gamut OKLCH rainbow — a research lab dressed as a chapel. MiniMax Stark monochrome canvas broken open by vibrant gradient product cards — coral, magenta, blue, purple as model identity. Mintlify Documentation-platform marketing — pure white canvas, mint-green accent, Inter at tight tracking, near-black pill CTAs. Miro Canary-yellow Mistral Butter-yellow canvas, Arial as a deliberate anti-tech statement, and zero-radius rectangles — French AI as a brutalist art-school manifesto. Modal Serverless GPU infra in lime-green — `#0c0c0c` canvas, electric `#7fee64` accent, custom Modal Mono on every chip and code block. Monday.com Project management in confident red-pink — Poppins display at bold weights with a colorful saturated palette and a playfully energetic visual rhythm. MongoDB Signature MongoDB green Monzo Hot Coral `#ff4f40` on bright white, MonzoSans humanist geometry, and a transparent challenger-bank warmth. Motion AI-calendar productivity in green-and-purple — Inter at modest weights with a green-to-purple voltage gradient signaling the AI scheduler, anchored by a clean white canvas. MSI Dragon-red `#ff0000` on jet black with bold display sans — the Taipei dragon-heritage gaming hardware brand. Mux Video API for developers — Aeonik on light-cream, Rotonto display, JetBrainsMono CTAs, sharp 0px corners. MyFitnessPal Fitness-tracking utility — MFP Blue on white, Inter sans, dense calorie-and-macro grids, conversion-first navigation. Neon Serverless Postgres dressed in late-night green — a near-black canvas with a single electric mint accent. Netflix Pure-black streaming theatre with signature `#e50914` red and Netflix Sans — the canonical media-tile grid. Nike Pure black, pure white, Helvetica Now — pill CTAs and full-bleed athletic photography on a single soft cloud gray. Nintendo Joyful red on paper-white — Nintendo's site is the toy-aisle of the web, illustration-rich and refusal-of-darkness intentional. Notion Off-white canvas with Lyon serif accents and a custom NotionInter — a workspace dressed as a literary magazine. Nubank Roxo #8d0de3 as the whole brand — white nuSansDisplay on dark purple, 999px pill CTAs, anti-bank warmth. Nuxt Forest-green `#00dc82` glow on a near-black canvas — Vue-flavored warmth dressed for the cosmos. NVIDIA Engineering-grade canvas — pure black hero / paper-white body / one violently saturated `#76b900` green that carries every CTA and corner square. Obsidian Near-black canvas, near-white text, a single electric-purple CTA and a crystal mark — a local-first knowledge base that looks like the editor it ships. Omnivore Open-source read-it-later — near-white reading canvas, focused emerald-on-paper brand, archival elegance after the Eleven Labs sunset. On Swiss-engineered monochrome — true-black ink on white, custom On sans, bold 700 heads and 40px full-pill CTAs. OpenAI Pure white canvas, OpenAI Sans set in calm 500-weight, and a single black pill for the only action that matters — try ChatGPT. OpenRouter Pure-black canvas with custom display typography and pragmatic mono — LLM-router infrastructure dressed as a terminal billing dashboard. OpenSea Pure-black canvas, electric `#2081e2` blue, and Inter at trader-pro density — the original NFT marketplace as financial terminal. Optimism Pure-white canvas, signature `#ff0420` red voltage, and Inter at confident L2 register — Ethereum rollup as bold optimistic infrastructure. Ory White canvas with Inter 48/400 display + signature deep-navy `#0f172a` CTA — open-source-first identity for technical teams. Oura Pure-black canvas with Inter precision and gold-stamped scores — the premium-ring health-precision aesthetic. Paddle Merchant-of-record calm — condensed serif headlines on a near-black canvas with warm cream and sand CTAs. Paper Website A literal sheet-of-paper website — single literary serif, off-white sheet canvas, narrow reading columns, ink-blue links. Patagonia Outdoor-cooperative editorial — Futura sans on cream, ranger-station palette, photography-led story-first marketing. Patreon Patreon Coral on white — creator-economy patronage with Söhne sans, photographer-led marketing, mid-2024 brand refresh language. PayPal Dual-blue corporate trust — PayPal Sans Big over white, with a deep-navy ink and a sky-blue counterpoint. Peloton Signature `#cb1e4e` red on midnight ink, Inter display, instructor-led premium-fitness storefront. Perplexity Cream paper canvas, custom pplxSans, and the unmistakable Tropic-cyan accent — a reference-library answer engine dressed in warm tones. Phantom Phantom Purple on near-black — crypto wallet design that respects the user's intelligence with editorial restraint. Picoko Warm-white canvas, weight-900 Outfit, and one blazing pink — product photography reimagined in seconds. Pika A cream-canvas AI video studio in custom Telka type, with peach and black pill CTAs. Pinecone White canvas with Inter and a signature `#1cb0d0` cyan — vector database technical-marketing dressed in clean blueprint chrome. Pinterest Masonry feed as product, restrained chrome around it — white canvas, near-black text, Pinterest red reserved for action. Pitch Enormous Mark Pro headlines on a black hero, then a clean white workspace — violet Plaid Pale blue trust on white, classical Stripe-adjacent type, and a Benjamin-Franklin-as-mascot moment of personality. Plain B2B support tool with a Dinamo grotesk and a single radioactive `#1ad379` action — Linear-restraint applied to support. PlanetScale Pure-black canvas, blood-red accent, mono-set numerals — a database brand styled like a financial terminal. PlayStation Sony's Cinema-Black canvas with PS Blue and a custom SST sans — gaming-as-cinema, premium hardware in editorial restraint. Polar Dev-tool obsidian — 8rem editorial display headlines, indigo accents, Louize serif moments. Polygon Deep purple `#8247e5` voltage, soft surface ladder, and Inter at enterprise calm — Ethereum L2 as institutional infrastructure. Porsche Engineering-purity black-on-white — Porsche Next at 96px regular, Rosso PostHog Cream-canvas analytics with mustard-yellow CTAs and IBM Plex — open-source craft, not SaaS gloss. Postmark Postal-yellow #ffde00 + warm-black #1c1d1f + paper-white canvas — the transactional email API designed like a friendly post office sign. Prime Video Amazon-blue streaming canvas with Ember sans and the dense, utility-first marketplace UI vocabulary. PropelAuth White canvas with SF Pro Rounded display 60/900 + deep-navy ink — B2B multi-tenant auth with Apple-tinted polish. Quizlet Study-buddy design — Quizlet purple-blue on white, custom Hurmes Geometric, flashcard-as-hero pattern. Qwik Electric purple-to-blue gradient on near-black — resumable execution dressed as a lightning bolt. Railway Ship software peacefully — IBM Plex Serif headlines on a deep eggplant canvas, with a single confident violet for action. Rainbow White canvas, SF Pro Rounded Black at 96px, and a pink-orange-blue-purple rainbow — the friendliest Ethereum wallet onchain. Raindrop.io White paper, system-ui sans, soft watercolor blob backgrounds, and a vivid `#0b7ed0` blue CTA — a bookmark manager that ships like a creative-tool sketch. Ramp Off-yellow `#fcfb70` and black-on-white editorial — finance ops dressed as a printed annual report. Rare Beauty Soft lavender on cream — Selena Gomez's beauty brand with mental-health-aware editorial restraint and serif-led product cards. Raycast Near-black canvas, glowing keycaps, monospaced shortcut chips — a marketing site that thinks like a launcher. Razer Neon `#44d62c` snake-green on jet black with Roboto — the For Gamers, By Gamers visual signature. Readwise Pastel-orange book-club warmth — soft cream canvas, friendly Tiempos serif accents, and a tangerine that signals 'this is your library.' Recraft A jet-black studio where ABC Gravity Condensed slams the headline at weight 900 and a single electric-lime CTA does all the shouting. Reddit Front-page-of-the-internet orange — community-card density, IBM Plex Sans display, and a confident Remix Signature `#3992ff` blue on pure white with Inter — a nested-routes web framework dressed as a manifesto poster. Render Lavender on white — a PaaS that swapped Heroku purple for a candy-bright #8a05ff and kept the airy whitespace. Replicate AI-API marketing — light page chrome, dark hero canvas, rb-Freigeist Neue display, JetBrains Mono code, sharp 0px corners. Replit Saturated turquoise on `#0e1525` ink — the cloud-IDE aesthetic with IBM Plex DNA and a JetBrains Mono soul. Resend Pure-black canvas with Domaine Display serif at 96px and Commit Mono code chips — email infra that thinks in italics. Retool Pragmatic blue #3a55fc + Inter + dense product mocks — the internal-tool platform that designed itself like a well-organised admin panel. Reuters Global newswire restraint — signature orange (`#ff8000`), Knowledge Medium custom sans, broadsheet rigor for the world''s oldest news agency. Revolut Dark Aeonik Pro hero, white Inter content, near-black `#191c1f` ink, fully-pill CTAs and gradient-accented fintech sleekness. Riot Games Crimson `#d13639` red on near-black with custom Riot Beam display — esports-tournament drama and competitive-MOBA editorial. Ritual Visible-supply-chain wellness — white lab canvas, Ritual Navy #142b6f everywhere, CircularXX, 25px rounded CTAs, warm yellow as the one accent. Rive Chunky animated display type and saturated playful colour — interactive graphics platform that wears its motion design on its sleeve. Robinhood Chartreuse `#CCFF00` lime on a black `#000` canvas, Martina Plantijn serif headlines paired with Capsule Sans Text — financial-editorial register, not tech-app sans. Roblox Bright `#ed1d24` red on white with Builder Sans — the youth-block-builder playground turned multi-billion-game social platform. RunPod Deep slate canvas with Inter and a signature `#673ab7` purple — accessible GPU cloud dressed in friendly developer chrome. Runway A near-black research canvas with ABC Normal headlines pulled tight at -2.5px — a film studio, an ML lab, and a brutalist gallery in one shell. Salesforce Cloud-trust dashboards — Salesforce Sans on a sky-blue ground, with Astro the bear standing guard over a dense CRM portal. SAP Enterprise-ERP precision in cobalt — SAP72 sans, signal-blue accents, and a calm white canvas built for trust. Segment Twilio Segment's customer-data-platform canvas — Whitney SSm humanist sans, navy-on-white, single confident `#1866ee` blue. Semafor Paper-cream canvas (`#f8f5d7`) with FeatureFlatHeadline serif and signature flag-style topic columns — global-news editorial built for the post-Twitter era. SendGrid Functional API-blue on white — the email-platform dashboard aesthetic, now folded under the Twilio umbrella. Sentry Deep-aubergine observability — Dammit Sans display, Rubik body, JetBrains Mono code, signature violet #7553ff and pill CTAs. shadcn/ui Copy-paste components in pure black-on-white — the most influential design system not actually shipped as a library. Shopify Dark-first commerce theatre — 96px NeueHaasGrotesk at weight 330, electric mint focus rings, and stacked multi-layer shadows. Shortwave A dark AI-email canvas with Poppins display weight and one electric blue — Inbox rebuilt by the people who built it. Signal Privacy-first messaging in `#3a76f0` Signal blue with Inter sans — minimal, ad-free, end-to-end-encrypted by default. Slack Aubergine workspace marketing — Salesforce-Avant-Garde headlines, all-caps 4px CTAs, white canvas with `#4a154b` accents. Snowflake Deeper cyan Solana Solana Gradient + Diatype on near-black — Layer 1 chain marketing as cinematic experiment, magenta-purple-cyan brand prism. SolidJS Deep navy with a blue-to-cyan brand gradient — reactive primitives dressed as a circuit diagram. Sonos Pure black canvas, Inter typography, and audio-system minimalism — speakers presented as gallery objects. SoundCloud Signature `#ff5500` orange on `#f2f2f2` paper with Interstate sans — waveform-first audio social UI. Sourcegraph Near-black code-intelligence canvas — PolySans display, coral-red accent, big quiet headlines. Southwest Airlines Heart-warm low-cost airline — Southwest Sans on light grey, yellow CTA voltage with navy ink, sharp 2px corners. SpaceX Pure-black cinematic photography, D-DIN aerospace stencil type, ghost-button minimalism — the interface disappears. Spotify Electric `#1ed760` green on near-black canvas with Spotify Mix sans — the canonical streaming-audio tile grid. Square Pure black on pure white, Square Sans grids, and retail-POS minimalism — commerce as black-and-white geometry. StackBlitz Electric blue `#1574ef` on a graphite `#1c1f25` canvas — the in-browser IDE that built Bolt. Starbucks Forest-green storefront — SoDoSans, full-pill buttons, warm-cream canvas, and a floating Frap CTA the brand calls home. Steam Deep blue-gray `#1b2838` with Motiva Sans — the utilitarian PC-gaming library that runs the world's largest digital storefront. SteelSeries Esports orange `#ff6900` on near-black with Inter — Danish precision peripherals for competitive play. Storybook Open-source frontend workshop — white canvas, Nunito Sans, dark hero band, and the signature coral-pink brand mark. Strava Signature `#fc4c02` orange + Inter on white — endurance-athlete data-driven storefront with map-overlay heritage. Stripe Editorial fintech polish — light Söhne headlines at weight 300, navy-not-black text, signature `#533afd` purple CTAs. Stytch Paper-cream canvas with Booton display + Chivo Mono body — passwordless-modern auth, joined Twilio. Substack Magazine-on-the-internet — Spectral serif body at 19px, Cahuenga display, signature `#ff6719` orange CTAs. Suno A near-black booth with cream Neue Montreal and a hot-pink cue light — a music studio, a record sleeve, and a chat app fused into one canvas. Sunsama Thoughtful daily planning in warm cream and ink — Inter at modest weights over a paper-cream canvas with sage and rose accents and a calm, unhurried voice. Supabase Off-black canvas, signature emerald `#3ecf8e`, Circular as display, Postgres-grade type discipline. Superhuman White paper canvas, a custom Super Sans variable, and a single confident lavender — premium email dressed as a stationery brand. Supreme Box-logo red, Courier monospace, skate-deadpan minimalism — the most influential streetwear store on the web. Svelte Hot orange #ff3e00 against clean white with a confident sans — the framework that wears its flame as a wordmark. T-Mobile T-Mobile magenta (#E20074) dominates a near-white canvas — Un-carrier loudness in TeleNeo display weight. Tailscale Warm-light approachable-technical — off-white canvas, near-black Inter, brick-red accent. Tailwind CSS The system applied to itself — Inter Variable on white canvas, signature cyan #06b6d4, every component built from Tailwind utilities. Tana Pure black canvas, a custom tanaClassic serif at 83px, and a pale-pistachio CTA — a knowledge graph dressed as a literary supplement. Target Bullseye red CTA, Helvetica Neue, photographic hero — friendly mass-market design with confident chromatic restraint. Telegram Cloud-blue messaging — Tesla Cinematic showroom on white — one Electric Blue CTA, Universal Sans, and viewport-height car photography. The Atlantic Modern serif headlines on cream-paper, signature Atlantic orange `#fbb33b`, long-form magazine reading rendered for the web. The Economist Deep cinnabar red `#e3120b`, Milo serif body, Econ Sans labels — the global-affairs weekly rendered with cover-illustration discipline. The Guardian Guardian Egyptian slab serif, signature navy `#052962`, structured ruled hierarchy with bold section accents. The Home Depot Signature orange on white, Helvetica bold — hardware-aisle signage as a web storefront. The New York Times Cheltenham serif headlines on paper-white, signature breaking-news red, the canonical American broadsheet rendered for the web. The New Yorker Adobe Caslon Pro + Irvin headline cap — a century of editorial gravitas in cream paper, ink black, and signature cartoon line. The Washington Post Postoni serif blackletter masthead, "Democracy Dies in Darkness" tagline, sober ink-on-paper political broadsheet. Things Cool light-blue canvas, system-ui sans, vivid Things-blue accent — a task manager that ships like an Apple Pro Display. Threads Instagram-adjacent text-first social — pure-black canvas, system-sans clarity, and a quiet brand restraint built from the @ glyph alone. TikTok Electric cyan-magenta on pure black — vertical-video voltage with custom Proxima Nova display and a bold neon brand grammar. tldraw Casual whiteboard sketchy — hand-drawn UI primitives, dotted-grid canvas, and a soft pastel palette that wears its toy-like energy with confidence. Together AI Deep navy on near-white with Inter sans — open-source LLM cloud rendered as developer-platform infrastructure. Toyota Japanese-reliability mainstream — `#eb0a1e` Toyota red on white, ToyotaType sans, and a calm-confident marketing surface for the world's most-sold automotive brand. Turbo Vercel-grade pure-black canvas with a magenta-to-blue Turbo gradient — the build system that wears its speed as a sweep. Turso SQLite at the edge — a deep-teal canvas with a CRT-bright cyan accent (#00face) that reads as a glowing edge node. Twilio Signal-red `#f22f46` against clean white — communications APIs given the visual weight of a broadcast colour. Twitch Purple `#9146ff` on `#0e0e10` canvas with Inter — the live-streaming UI built around chat, raids, and gaming density. Uber Eats Pure-black ground, Uber Move custom sans, Uber-app continuity — the operating system of food delivery. Udemy Signature `#a435f0` purple on white with Sailec sans — the open course-marketplace bazaar made approachable. Udio A pitch-black stage with near-white Innovator display type and a single magenta-pink spotlight — a recording console reimagined as a creative canvas. Uniqlo Signature red `#ff0000`, Helvetica Neue system stack, japanese-utility-functional grid — the LifeWear engine. Uniswap Uniswap Pink on white — DEX design with Basel sans, unicorn-mark whimsy, and rounded-card softness in a usually-brutalist DeFi space. v0 A near-white prompt canvas with GeistSans and pure OKLCH grayscale — Vercel''s AI builder dressed as the calmest text editor on the internet. Valorant Tactical-shooter design language — Tungsten condensed all-caps, signal-red CTAs, and an off-white text the brand calls "ECE8E1". Venmo A single confident `#3d95ce` blue, Aktiv Grotesk geometry, and a social-feed informality — payments dressed as group chat. Vercel Brutalist developer-product polish — near-white canvas, near-pure black-on-near-white type, Geist sans + mono, conic-gradient accents. Visa Bright-blue + golden-yellow payment-rail confidence — saturated `#1434CB` primary, ceremonial `#FCC015` yellow on hero pill CTAs, pill geometry throughout, custom visa-font-latin in light/regular weights. Vite Electric purple #646cff + Manrope display + a literal lightning-bolt mark — the build tool that designed itself to feel as fast as it is. Vodafone Vodafone Red broadcast band, monumental 144px display, two-tier button system — corporate-newsroom telecom design. Volkswagen People's-car blue — the deep `#001e50` corporate hue, custom VW Sans, and a friendly-German marketing surface that sells everyday mobility with confidence. Walmart Spark-yellow on big-box blue, Antonio Display + Bogle sans — everyday low prices made loud. Warby Parker Friendly-premium DTC eyewear — white canvas, bright blue + deep navy, fully pill CTAs. Warp Near-black canvas, neon-lime cursor, real terminal screenshots — a marketing site that boots like a shell. Wayfair Near-white canvas, ink-black type, photographic product cards — editorial-light home retail at marketplace scale. Weaviate White canvas with Inter and a signature `#1cdb46` open-source green — modular vector database dressed in approachable engineering chrome. webdesignhot AI-era editorial dark — pure black with one acid-lime accent. Webflow Indigo-to-purple gradient discipline with a precise structural sans — the visual builder that markets itself like a design conference. WHOOP Lime `#a0d10b` voltage on jet-black, Inter precision, recovery-data athlete-grade aesthetic. Wikipedia System-default information design — Linux Libertine serif headings, Vector skin, deliberate non-branding for the encyclopedia of record. WIRED Newsstand-density editorial grid, sharp-corner buttons, mono ALL-CAPS kickers — Conde Nast meets engineering lab. Wise A flexible bright-lime green on cream-white — money that travels in sans-serif and a single confident accent. Workday HR-warm professional in tangerine — Adelle Sans humanist curves, signature `#f37721` orange, and a calm white people-first canvas. WorkOS Pure-white canvas with Untitled Sans 80/500 display + indigo-violet h2 — the B2B-enterprise gravitas aesthetic. X Pure-black canvas with Chirp display — algorithmic minimalism, single-letter wordmark, ruthless type discipline. Xbox Xbox Green on near-black, Microsoft's Segoe UI Display dialed to gamer-coded confidence — bold, energetic, Game Pass-first. Y Combinator Brutalist orange monolith — system-font sans on white canvas, signature `#f26625` orange-red blocks with hard 0px corners. You.com Crisp white developer-doc canvas, custom Lumen Sans, and the indigo `#5368EE` accent — a search API rebrand done as enterprise infrastructure. YouTube YouTube Sans + Roboto + signature `#ff0000` red — content-density at planetary scale. Zed Warm paper-light canvas, IBM Plex Serif headlines at light weight, one electric-blue download button — a code editor's site that reads like a typesetter's page. Zoom Zoom Blue `#0B5CFF` on white — geometric sans wordmark, Workplace-era AI Companion friendly-corporate register. Zora Cream-white canvas, electric purple-orange duet, and a custom display — onchain creator network as zine cover.
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theme
mobile · 390 × 844
Tokens webdesignhot/0.1
- bg
#0a0a0a - bg-pure
#000000 - surface
#141414 - surface-soft
#1c1c1c - surface-strong
#262626 - surface-light
#ffffff - surface-light-soft
#f2f2f2 - text AAA · 19.8
#ffffff - text-strong
#ffffff - text-body
#e6e6e6 - text-muted
#a3a3a3 - text-soft
#6b6b6b - text-on-light
#0a0a0a - text-on-light-mute
#525252 - brand AA·LG · 3.8
#a600ff - brand-bright
#be4bff - brand-deep
#7d00c4 - brand-soft
rgba(166,0,255,0.12) - on-brand
#ffffff - border — · 1.5
#2e2e2e - border-strong — · 2.3
#4d4d4d - border-on-light
#e0e0e0 - link
#ffffff - link-hover
#a600ff - focus
#a600ff - scrim
rgba(0,0,0,0.7) - success
#3ad29f - success-soft
rgba(58,210,159,0.14) - warning
#ffb800 - warning-soft
rgba(255,184,0,0.14) - danger
#ff5252 - danger-soft
rgba(255,82,82,0.14) - info
#a600ff - info-soft
rgba(166,0,255,0.12)
Ship faster than ever.
display-hero Graphik 80px w700 -0.03em
Ship faster than ever.
display-lg Graphik 56px w700 -0.02em
Ship faster than ever.
h1 Graphik 40px w700 -0.018em
Built for teams that ship.
h2 Graphik 32px w600 -0.012em
A complete kit
h3 Graphik 24px w600 -0.005em
The quick brown fox jumps over the lazy dog.
h4 Graphik 20px w600 0
The quick brown fox jumps over the lazy dog.
body-lg Graphik 18px w400 0
The quick brown fox jumps over the lazy dog.
body Graphik 16px w400 0
The quick brown fox jumps over the lazy dog.
button Graphik 16px w600 0
The quick brown fox jumps over the lazy dog.
link Graphik 16px w400 0
The quick brown fox jumps over the lazy dog.
nav-link Graphik 15px w500 0
The quick brown fox jumps over the lazy dog.
body-sm Graphik 14px w400 0
OUR DESIGN SYSTEM
label Graphik 13px w500 0
The quick brown fox jumps over the lazy dog.
eyebrow Graphik 13px w600 0.08em
OUR DESIGN SYSTEM
caption Graphik 12px w500 0.02em
- step-0 0px
- step-1 4px
- step-2 8px
- step-3 12px
- step-4 16px
- step-5 24px
- step-6 32px
- step-7 48px
- step-8 64px
- step-9 96px
- micro
2px - sm
4px - md
8px - lg
12px - xl
16px - pill
9999px
Text link →
Card preview
A complete kit — everything your product needs.
Hero, pricing, FAQ, dashboard, docs — every layout your product needs.
New
Stable
v1.0
Design roles 8/8 mapped · webdesignhot/0.1
Maps the 8 canonical role names to this entry's actual tokens. Use these to plug the design into role-aware tools — shadcn/ui themes, role-aware Tailwind plugins, atelier-lint — without hard-coding token names.
- background → bg
- foreground → text
- primary → brand
- primary-foreground → on-brand
- accent → brand-bright
- muted → text-muted
- border → border
- ring → brand
Export
4 formats · paste-ready
Tailwind
theme.extend block for tailwind.config.js
CSS variables
:root { --bg, --text, --brand, … } you can paste anywhere
DTCG JSON
W3C Design Tokens Community Group format
Figma Variables
Importable into Figma → Variables → Import
---
name: Accenture
tagline: Dark hero, white Graphik, and one electric purple — the `>` greater-than mark made into a whole consulting brand. '#a600ff' is always moving forward.
updated_at: 2026-05-28T22:15:39.999Z
published_at: 2026-05-28T22:15:39.999Z
author: webdesignhot
source_url: https://www.accenture.com
spec: webdesignhot/0.1
quality: curated
featured: false
categories: [saas]
tags: [dark, structured, sans, enterprise, consulting, purple]
preview_swatch: ['#0a0a0a', '#a600ff', '#ffffff']
related: []
description: 'Accenture''s site is a dark-canvas, big-statement consulting identity built around one electric brand purple — `#a600ff` (rgb 166, 0, 255) — and the company''s signature `>` greater-than mark, the "always moving forward" glyph that appears beside the logotype, inside CTAs, and as a decorative slash across hero compositions. The dominant surface is near-black (`#0a0a0a`) carrying white Graphik type; display headlines run large and bold ("Let There Be Change", "Reinvent with bold change") in a confident enterprise-consulting register. The single chromatic voltage is the purple — it carries the `>` mark, the primary CTA, the link hover, the focus ring, and the rare full-bleed accent band — while everything else stays in a disciplined grayscale of near-black grounds and white-to-gray ink. Graphik (Commercial Type) is the entire hierarchy: geometric, neutral, and slightly warm, set bold for display and regular for body. The result is gravitas with momentum — a dark, premium, forward-leaning system where the purple `>` does all the work that a second brand color would in a less disciplined identity.'
# Canonical 8-role aliases (bg / text / brand / border / accent / muted / surface / danger).
# Maps role names to this entry's actual token names so role-aware
# downstream tools resolve `theme.background` → entry's `bg`, etc.
# Auto-generated by scripts/add-aliases.mjs — do not edit manually;
# regenerate after changing color token names.
aliases:
background: bg
foreground: text
primary: brand
primary-foreground: on-brand
accent: brand-bright
muted: text-muted
border: border
ring: brand
colors:
bg: '#0a0a0a' # canvas — the dark hero ground that anchors the brand
bg-pure: '#000000' # pure-black sections — full-bleed hero, video backdrops
surface: '#141414' # raised card ground on the dark canvas
surface-soft: '#1c1c1c' # hovered card / nested panel ground
surface-strong: '#262626' # input fill, separator fill on dark
surface-light: '#ffffff' # the inverted light section — editorial / research bands
surface-light-soft: '#f2f2f2' # alternate-row stripe on the light inversion
text: '#ffffff' # primary ink — every headline and body line on dark
text-strong: '#ffffff'
text-body: '#e6e6e6' # body copy on dark — a hair off pure white for long reads
text-muted: '#a3a3a3' # sub-headlines, captions, footer body on dark
text-soft: '#6b6b6b' # disabled, fine print, helper text on dark
text-on-light: '#0a0a0a' # ink on the inverted white sections
text-on-light-mute: '#525252' # muted ink on the white inversion
brand: '#a600ff' # Accenture purple — rgb(166,0,255). The single voltage.
brand-bright: '#be4bff' # lighter purple — gradient top stop, hover lift on dark
brand-deep: '#7d00c4' # deeper purple — pressed CTA, gradient bottom stop
brand-soft: 'rgba(166,0,255,0.12)' # faint purple wash — selected chip, focus halo fill
on-brand: '#ffffff' # text on the purple CTA / band
border: '#2e2e2e' # default 1px hairline on dark surfaces
border-strong: '#4d4d4d' # heavier divider, hovered input outline
border-on-light: '#e0e0e0' # hairline inside the white inversion
link: '#ffffff' # body links are white with an underline on dark
link-hover: '#a600ff' # link hover shifts to brand purple
focus: '#a600ff' # 2px purple focus ring
scrim: 'rgba(0,0,0,0.7)' # modal / menu backdrop over the dark canvas
success: '#3ad29f' # confirmation states
success-soft: 'rgba(58,210,159,0.14)'
warning: '#ffb800' # advisory banners
warning-soft: 'rgba(255,184,0,0.14)'
danger: '#ff5252' # error states on dark
danger-soft: 'rgba(255,82,82,0.14)'
info: '#a600ff' # info accent — identical to brand
info-soft: 'rgba(166,0,255,0.12)'
typography:
display:
family: 'Graphik, "Graphik Web", system-ui, -apple-system, "Helvetica Neue", Arial, sans-serif'
weights: [500, 600, 700]
opentype-features: []
body:
family: 'Graphik, "Graphik Web", system-ui, -apple-system, "Helvetica Neue", Arial, sans-serif'
weights: [400, 500, 600]
mono:
family: 'ui-monospace, SFMono-Regular, "SF Mono", Menlo, monospace'
weights: [400, 500]
scale:
display-hero: { size: 80, weight: 700, lineHeight: 1.0, tracking: '-0.03em', family: display }
display-lg: { size: 56, weight: 700, lineHeight: 1.05, tracking: '-0.02em', family: display }
h1: { size: 40, weight: 700, lineHeight: 1.1, tracking: '-0.018em', family: display }
h2: { size: 32, weight: 600, lineHeight: 1.2, tracking: '-0.012em', family: display }
h3: { size: 24, weight: 600, lineHeight: 1.25, tracking: '-0.005em', family: display }
h4: { size: 20, weight: 600, lineHeight: 1.3, tracking: '0', family: body }
body-lg: { size: 18, weight: 400, lineHeight: 1.55, tracking: '0', family: body }
body: { size: 16, weight: 400, lineHeight: 1.55, tracking: '0', family: body }
body-sm: { size: 14, weight: 400, lineHeight: 1.5, tracking: '0', family: body }
label: { size: 13, weight: 500, lineHeight: 1.4, tracking: '0', family: body }
eyebrow: { size: 13, weight: 600, lineHeight: 1.4, tracking: '0.08em', family: body }
button: { size: 16, weight: 600, lineHeight: 1.2, tracking: '0', family: body }
nav-link: { size: 15, weight: 500, lineHeight: 1.3, tracking: '0', family: body }
link: { size: 16, weight: 400, lineHeight: 1.55, tracking: '0', family: body }
caption: { size: 12, weight: 500, lineHeight: 1.4, tracking: '0.02em', family: body }
radius:
micro: 2
sm: 4
md: 8
lg: 12
xl: 16
pill: 9999
spacing:
base: 4
scale: [0, 4, 8, 12, 16, 24, 32, 48, 64, 96]
layout:
page-width: 1280
prose-width: 720
header-height: 64
components:
button-primary:
bg: '#a600ff'
color: '#ffffff'
radius: 9999
padding: '14px 28px'
font: button
use: 'Primary CTA. Purple pill with white label and a trailing > mark. "Let there be change", "Explore careers".'
button-primary-hover:
bg: '#be4bff'
color: '#ffffff'
radius: 9999
use: 'Hover lift — purple brightens one notch and the > mark nudges right ~3px.'
button-secondary:
bg: 'transparent'
color: '#ffffff'
border: '1px solid #ffffff'
radius: 9999
padding: '14px 28px'
font: button
use: 'Outlined white pill on the dark canvas — secondary action paired with primary.'
button-secondary-hover:
bg: '#ffffff'
color: '#0a0a0a'
radius: 9999
use: 'Outlined button inverts to solid white with dark label on hover.'
button-ghost:
bg: 'transparent'
color: '#ffffff'
radius: 0
padding: '8px 0'
font: button
use: 'Text + > chevron, no background. "Read more >". The > carries the purple on hover.'
button-on-light:
bg: '#a600ff'
color: '#ffffff'
radius: 9999
padding: '14px 28px'
use: 'Same purple pill placed on the inverted white sections — purple still passes on white.'
card:
bg: '#141414'
color: '#ffffff'
border: '1px solid #2e2e2e'
radius: 12
padding: '24px'
use: 'Default content card on dark. Hairline border, soft 12px radius, no heavy shadow.'
card-hover:
bg: '#1c1c1c'
color: '#ffffff'
border: '1px solid #4d4d4d'
radius: 12
use: 'Hovered card — ground lifts a step, border strengthens, a purple > may appear bottom-right.'
feature-card:
bg: '#141414'
color: '#ffffff'
radius: 12
padding: '32px'
use: 'Larger feature / insight tile with an eyebrow, headline, and trailing > link.'
insight-card:
bg: '#ffffff'
color: '#0a0a0a'
border: '1px solid #e0e0e0'
radius: 12
padding: '24px'
use: 'Research / insight tile on the inverted white sections — dark ink on white.'
cta-band:
bg: '#a600ff'
color: '#ffffff'
radius: 0
padding: '64px'
font: h1
use: 'Full-bleed purple accent band near a section break — the single largest expanse of brand color.'
text-input:
bg: '#1c1c1c'
color: '#ffffff'
border: '1px solid #2e2e2e'
radius: 8
padding: '12px 16px'
use: 'Input on dark — surface-soft fill, hairline border, 8px radius.'
text-input-focused:
bg: '#1c1c1c'
color: '#ffffff'
border: '2px solid #a600ff'
radius: 8
use: 'Focused input — border becomes 2px purple with a faint purple halo.'
badge:
bg: 'rgba(166,0,255,0.12)'
color: '#be4bff'
radius: 9999
padding: '4px 12px'
font: caption
use: 'Topic / category chip — soft purple fill with bright-purple label.'
badge-solid:
bg: '#a600ff'
color: '#ffffff'
radius: 9999
padding: '4px 12px'
use: '"New" / featured chip — solid purple pill.'
top-nav:
bg: '#0a0a0a'
color: '#ffffff'
radius: 0
height: 64
border-bottom: '1px solid #2e2e2e'
font: nav-link
use: 'Dark sticky bar — Accenture logotype + purple > left, category links center, search/locale right.'
footer:
bg: '#000000'
color: '#a3a3a3'
radius: 0
padding: '64px 32px'
use: 'Pure-black footer. Logotype + > top-left, multi-column link grid in muted gray, legal row beneath.'
motion:
ease-standard: 'cubic-bezier(0.4, 0, 0.2, 1)'
ease-emphasized: 'cubic-bezier(0.2, 0.6, 0.2, 1)'
ease-entrance: 'cubic-bezier(0, 0, 0.2, 1)'
ease-exit: 'cubic-bezier(0.4, 0, 1, 1)'
duration-fast: 150
duration-standard: 240
duration-slow: 320
button-hover: 'purple brightens #a600ff → #be4bff in 150ms; trailing > nudges right ~3px'
card-hover: 'ground lifts #141414 → #1c1c1c in 240ms; border strengthens; no transform scale'
reveal: 'section content fades + rises 16px → 0 on scroll-in with ease-entrance, 320ms'
reduced-motion: 'respects prefers-reduced-motion: reduce — reveals and > nudges drop to opacity-only.'
breakpoints:
mobile: 640
tablet: 1024
desktop: 1280
wide: 1536
shadows:
none: 'none'
hairline: '0 0 0 1px #2e2e2e' # the 1px border doubles as flat elevation
card-hover: 'rgba(0,0,0,0.5) 0 8px 24px' # subtle lift on hovered cards over dark
glow-brand: '0 0 0 4px rgba(166,0,255,0.25)' # purple focus / selected halo
modal: 'rgba(0,0,0,0.6) 0 16px 48px' # dialog elevation over scrim
accessibility:
contrast-text-on-bg: 19.6 # #ffffff on #0a0a0a — AAA at all sizes
contrast-text-on-brand: 3.9 # #ffffff on #a600ff — AA large only; bump weight/size for CTA labels
contrast-brand-on-bg: 4.4 # #a600ff on #0a0a0a — AA at large / UI, use for > marks and accents
contrast-muted-on-bg: 7.6 # #a3a3a3 on #0a0a0a — AAA
focus-ring: '2px solid #a600ff + 4px rgba(166,0,255,0.25) outer halo'
reduced-motion-honored: true
touch-target-min: 48
keyboard-nav: 'Tab order: skip-link → top-nav (logo, categories, search, locale) → hero CTA → card grid → footer columns. Purple focus ring visible on every interactive element.'
dark-mode: native # The brand IS dark — near-black canvas with white type is the default. Light sections are deliberate inversions for editorial/research bands, not a separate theme.
---
## 1. Visual Theme & Atmosphere
Accenture's site is a **dark-canvas, big-statement consulting identity** — near-black grounds (`#0a0a0a`, dropping to pure `#000000` on full-bleed hero and video sections) carrying confident white Graphik type, with a single electric voltage running through everything: Accenture purple, `#a600ff` (rgb 166, 0, 255). The dark hero is not a dark-mode option; it *is* the brand. Where most enterprise consultancies open on white and reach for navy, Accenture opens in the dark and lets the purple cut through it.
The defining mark is the **`>` greater-than glyph** — Accenture's "always moving forward" symbol. It sits beside the logotype, trails inside primary CTAs ("Let there be change >"), terminates "Read more >" links, and recurs as a decorative slash across hero compositions. The `>` is the brand's verb made into a shape: every place the eye expects an arrow, Accenture uses its own forward-leaning mark instead. It almost always carries the purple, or turns purple on interaction, so the accent color and the signature glyph reinforce each other.
Display type is **large, bold, and declarative**. Hero headlines run up to 80px at weight 700 with tight negative tracking ("Let There Be Change", "Reinvent with bold change", "Total enterprise reinvention"). The register is enterprise-consulting confidence — short imperative statements, not feature lists. Graphik (Commercial Type) handles the entire hierarchy: a neutral, geometric, slightly warm grotesque that reads as premium without being cold. Bold for display, regular for body; hierarchy comes from size and weight, never from a second typeface.
The system reaches for color **rarely and deliberately**. Purple marks the `>`, the primary CTA pill, the link hover, the focus ring, topic chips, and the occasional full-bleed accent band. Everything else lives in a disciplined grayscale: near-black grounds, white-to-gray ink, and thin `#2e2e2e` hairlines. Because the canvas is dark, the white type does the heavy lifting and the purple gets to be precious — a small dose of one electric color reads as far more premium on near-black than the same purple would on white.
There is one recurring inversion: **white editorial / research bands**. On insight, research, and case-study sections, Accenture flips to a white ground with dark ink — a deliberate "now we're being substantive" register shift. The purple `>` and purple pill survive the flip (purple passes legibly on both grounds), so the brand stays continuous even as the canvas inverts. The result is gravitas with momentum: dark, premium, forward-leaning, and unmistakably anchored to one glyph and one color.
**Key Characteristics:**
- Dark canvas is the default — near-black `#0a0a0a` (pure `#000000` on full-bleed hero) carrying white Graphik type.
- Single chromatic voltage: Accenture purple `#a600ff` carries the `>` mark, primary CTA, link hover, focus ring, and accent bands. No second brand color.
- The `>` greater-than mark ("always moving forward") is the signature — beside the logotype, inside CTAs, terminating links, slashed across heroes.
- Graphik across the entire hierarchy — bold (700) for big display statements, regular (400) for body.
- Big declarative headlines up to 80px ("Let There Be Change") in an enterprise-consulting register.
- Pill CTAs (`radius: 9999`) — purple solid for primary, white outline for secondary — each with a trailing `>`.
- Grayscale discipline everywhere the purple isn't: near-black grounds, white-to-gray ink, thin `#2e2e2e` hairlines.
- Deliberate white inversion bands for editorial / research content; the purple survives the flip.
- Cards carry hierarchy with hairline borders + a subtle ground lift on hover, not heavy shadows.
- Premium-by-restraint: one color, one glyph, one face — the system's discipline is its identity.
## 2. Color Palette & Roles
### Canvas
- **Canvas** (`#0a0a0a`): The default page floor — the dark hero ground that anchors the entire brand.
- **Canvas Pure** (`#000000`): Full-bleed hero, video backdrops, and the footer ground — pure black where maximum drama is wanted.
- **Surface** (`#141414`): Raised card ground on the dark canvas — one step up from the floor.
- **Surface Soft** (`#1c1c1c`): Hovered card / nested panel ground and input fill — a second step of lift.
- **Surface Strong** (`#262626`): Heavier input fill, separator fill, and disabled surfaces on dark.
- **Surface Light** (`#ffffff`): The inverted white section — editorial, research, and case-study bands.
- **Surface Light Soft** (`#f2f2f2`): Alternate-row stripe inside the white inversion.
### Text
- **Ink** (`#ffffff`): Primary text — every display headline and emphasis line on the dark canvas.
- **Body** (`#e6e6e6`): Long-form body copy on dark — a hair off pure white to soften long reads.
- **Text Muted** (`#a3a3a3`): Sub-headlines, captions, footer body, breadcrumb on dark.
- **Text Soft** (`#6b6b6b`): Disabled labels, fine print, helper text on dark.
- **Ink on Light** (`#0a0a0a`): Headlines and body on the inverted white sections.
- **Muted on Light** (`#525252`): Muted ink (sub-heads, captions) inside the white inversion.
### Brand
- **Accenture Purple** (`#a600ff`): The single voltage — `>` mark, primary CTA pill, link hover, focus ring, accent band. rgb(166, 0, 255).
- **Brand Bright** (`#be4bff`): Lighter purple — gradient top stop, CTA hover lift, bright-purple chip labels on dark.
- **Brand Deep** (`#7d00c4`): Deeper purple — pressed CTA state, gradient bottom stop.
- **Brand Soft** (`rgba(166,0,255,0.12)`): Faint purple wash — selected chip fill, focus halo, subtle hover ground.
- **On Brand** (`#ffffff`): Text/label on the purple CTA and purple band.
### Borders
- **Border** (`#2e2e2e`): Default 1px hairline on dark surfaces — cards, inputs, dividers.
- **Border Strong** (`#4d4d4d`): Heavier divider and hovered-input / hovered-card outline.
- **Border on Light** (`#e0e0e0`): Hairline inside the white inversion sections.
### Interactive
- **Link** (`#ffffff`): Inline body links are white with an underline on the dark canvas.
- **Link Hover** (`#a600ff`): Hovered link shifts to brand purple — the color follows the cursor.
- **Focus** (`#a600ff`): 2px purple ring with a soft `rgba(166,0,255,0.25)` outer halo on every focused element.
### Shadow Colors
The dark canvas resists heavy shadow as a hierarchy device — depth comes from ground lift (`#141414` → `#1c1c1c`) and hairline strengthening. Where shadow appears it's the subtle `rgba(0,0,0,0.5) 0 8px 24px` card-hover lift and the `rgba(0,0,0,0.6) 0 16px 48px` modal elevation. The purple `glow-brand` halo (`0 0 0 4px rgba(166,0,255,0.25)`) is the only chromatic "shadow" — a focus/selected ring, not a drop shadow.
### Semantic
- **Success** (`#3ad29f` on `rgba(58,210,159,0.14)`) — confirmation states, calibrated to read on dark.
- **Warning** (`#ffb800` on `rgba(255,184,0,0.14)`) — advisory banners.
- **Danger** (`#ff5252` on `rgba(255,82,82,0.14)`) — error states on dark (brightened red for contrast on near-black).
- **Info** (`#a600ff` on `rgba(166,0,255,0.12)`) — identical to brand; informational accents.
## 3. Typography Rules
### Font Family
**Primary**: `Graphik` (Commercial Type, by Christian Schwartz). Fallback chain: `"Graphik Web", system-ui, -apple-system, "Helvetica Neue", Arial, sans-serif`. Graphik is a neutral geometric grotesque with a slight warmth — clean enough to read as enterprise, distinctive enough to read as *Accenture's* enterprise rather than default-Helvetica. It is a true single-family hierarchy: display, body, eyebrow, and caption all ride the same face, with hierarchy built from size and weight rather than a typeface change.
**Display vs body**: Display sizes run bold (700/600) with tight negative tracking for the big declarative statements; body sits at regular (400) with comfortable 1.55 line-height for readability on the dark canvas. The contrast between a 700-weight 80px hero and a 400-weight 16px body is the typographic engine of the brand — confidence up top, calm in the read.
**Companions**: There is no marketing serif and no decorative display face. A monospace stack exists for the rare code/data surface but does not appear in marketing chrome. Graphik carries everything visible.
**OpenType features**: No aggressive feature use on marketing — no decorative alternates, no tabular-figure swaps in chrome. The face is used as shipped; the negative tracking on display sizes (`-0.03em` at hero scale) is the one mandatory typographic detail.
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|------|------|------|--------|-------------|----------------|-------------|-------|
| display-hero | Graphik | 80 | 700 | 1.0 | -0.03em | — | Largest hero statement — "Let There Be Change" scale |
| display-lg | Graphik | 56 | 700 | 1.05 | -0.02em | — | Section-opener headlines |
| h1 | Graphik | 40 | 700 | 1.1 | -0.018em | — | Page title, major section heading |
| h2 | Graphik | 32 | 600 | 1.2 | -0.012em | — | Sub-section heading, card-collection title |
| h3 | Graphik | 24 | 600 | 1.25 | -0.005em | — | Feature card title, FAQ heading |
| h4 | Graphik | 20 | 600 | 1.3 | 0 | — | Small card title, list heading |
| body-lg | Graphik | 18 | 400 | 1.55 | 0 | — | Hero subhead, lead paragraph |
| body | Graphik | 16 | 400 | 1.55 | 0 | — | Default body across the system |
| body-sm | Graphik | 14 | 400 | 1.5 | 0 | — | Card body, footer column body |
| label | Graphik | 13 | 500 | 1.4 | 0 | — | Form label, dense UI label |
| eyebrow | Graphik | 13 | 600 | 1.4 | 0.08em | — | Tracked sentence/upper eyebrow above headlines |
| button | Graphik | 16 | 600 | 1.2 | 0 | — | Every CTA label across the system |
| nav-link | Graphik | 15 | 500 | 1.3 | 0 | — | Top-nav category labels |
| link | Graphik | 16 | 400 | 1.55 | 0 | — | Inline body link, white + underline on dark |
| caption | Graphik | 12 | 500 | 1.4 | 0.02em | — | Captions, meta, fine print |
### Principles
- **Bold-display / regular-body is the brand voice.** Graphik at 700 for hero scale plus 400 for body gives the confident-then-calm cadence that defines Accenture. Don't set body bold or display light — both flatten the contrast.
- **Tight tracking on display, neutral on body.** Negative tracking (`-0.03em` at 80px) keeps big statements tight and assertive; body stays at `0` for readability on dark.
- **One face only.** Graphik carries display, body, eyebrow, caption. Introducing a serif or a second sans is drift — the brand's typographic identity is the single neutral grotesque.
- **The eyebrow earns the tracking.** The 13px eyebrow uses `0.08em` letter-spacing (often upper- or sentence-case) above headlines. It's the one place positive tracking is allowed.
- **Headlines are statements, not labels.** Size the hero for short imperative copy ("Reinvent with bold change"), not for long sentences — the type system assumes 3–6 word headlines.
- **Body retains near-white on dark.** Long-form body uses `#e6e6e6` (a hair off pure white) to reduce glare on near-black; headlines stay pure `#ffffff` for maximum punch.
- **Hierarchy by weight + size, never by color.** Don't tint headlines purple to suggest importance — purple is reserved for the `>`, CTAs, and accents.
## 4. Component Stylings
### Buttons
**`button-primary`** — The signature CTA. A purple pill: background `#a600ff`, label `#ffffff` at button type (16/600), `radius: 9999`, padding `14px 28px`, and a trailing `>` mark. Hover brightens to `#be4bff` over 150ms and the `>` nudges right ~3px; pressed deepens to `#7d00c4`. No border, no heavy shadow — the purple pill and the moving `>` are the whole affordance.
**`button-secondary`** — Outlined white pill on dark. Transparent background, 1px `#ffffff` border, white label, same pill radius and padding. On hover it inverts to a solid white fill with dark `#0a0a0a` label. Paired with primary for two-action hero rows.
**`button-ghost`** — Text + `>` chevron, no background, no border. White label that picks up the purple on hover, with the `>` carrying the brand color. Used for "Read more >", "Explore >", inline content actions.
**`button-on-light`** — The same purple pill placed on the inverted white sections. Purple `#a600ff` passes legibly on white, so the primary CTA stays consistent across both grounds; only the surrounding ink flips.
### Cards
**`card`** — Default content card on dark. Background `#141414`, white ink, 1px `#2e2e2e` hairline, `radius: 12`, 24px padding. No heavy drop shadow at rest. On hover (`card-hover`) the ground lifts to `#1c1c1c`, the border strengthens to `#4d4d4d`, and a small purple `>` may surface bottom-right to signal "this card is a link".
**`feature-card`** — Larger feature / insight tile. Same dark chrome, 32px padding, with an eyebrow (13/600, tracked), an h3 headline, body copy, and a trailing `>` link. The workhorse of insight and capability grids.
**`insight-card`** — The card on the inverted white sections. Background `#ffffff`, dark `#0a0a0a` ink, 1px `#e0e0e0` hairline, `radius: 12`, 24px padding. Used in research / case-study grids where the band itself is light.
**`cta-band`** — Full-bleed purple accent band near a section break. Background `#a600ff`, white headline at h1 scale, 64px padding, a white-outline or white-solid CTA inside. The single largest expanse of brand color on the page — used sparingly so it stays an event.
### Inputs / Forms
**`text-input`** — Input on dark. Background `#1c1c1c` (surface-soft), white text, 1px `#2e2e2e` border, `radius: 8`, padding `12px 16px`. Placeholder in `#6b6b6b`.
**`text-input-focused`** — The focused state swaps the hairline for a 2px `#a600ff` border with a faint `rgba(166,0,255,0.25)` halo. The purple ring is the focus signal — no separate glow on the field's interior.
**`text-input-error`** — Border becomes 2px `#ff5252` with a caption-sized validation message in danger color below.
### Badges, Tags, Pills
**`badge`** — Topic / category chip. Soft purple fill (`rgba(166,0,255,0.12)`) with a bright-purple `#be4bff` label, `radius: 9999`, padding `4px 12px`, caption type. Reads as a quiet purple echo on the dark ground.
**`badge-solid`** — "New" / featured chip. Solid `#a600ff` fill with white label, same pill shape. Used to flag fresh content or a featured capability.
### Navigation
**`top-nav`** — Dark sticky bar, 64px tall. Background `#0a0a0a`, white type, 1px `#2e2e2e` bottom hairline. The Accenture logotype with its purple `>` anchors the left; category links (Capabilities / Industries / About / Careers) run center in nav-link type; search and locale icons sit right. On hover, category labels gain a thin purple underline.
**`footer`** — Pure-black footer (`#000000`) with the logotype + `>` top-left and a multi-column link grid in muted `#a3a3a3`. Column heads in body-sm/600 white, link lists in body-sm/400 muted. Below: social-icon strip, locale selector, and a fine-print legal row. Padding 64px×32px.
### Decorative
The recurring decorative element is the **`>` mark itself** — oversized and slashed across hero compositions, occasionally rendered as a purple-to-bright-purple gradient (`#7d00c4` → `#be4bff`). It is the one ornament the system allows. Heroes may also carry a full-bleed image or muted video behind the white headline, dimmed with a dark scrim so the type holds contrast.
## 5. Layout Principles
### Spacing System
- **Base unit**: 4px.
- **Scale**: `0 · 4 · 8 · 12 · 16 · 24 · 32 · 48 · 64 · 96`.
- Card interior padding: 24px on default cards, 32px on feature cards, 64px on the CTA band.
- Button padding: 14px vertical, 28px horizontal — pill CTAs run generous to feel premium.
- Section padding: 96px vertical between major bands on desktop, 48px on mobile.
### Grid & Container
- 12-column grid at desktop, collapsing to 8 / 4 columns at tablet / mobile.
- Max content width: 1280px; long-form prose constrains to ~720px for readable line length on dark.
- Card grids: 3-up at desktop, 2-up at tablet, 1-up at mobile.
- Hero compositions frequently break the grid — the oversized `>` and full-bleed imagery extend edge-to-edge while the headline stays on the content column.
### Whitespace Philosophy
The dark canvas does the work that whitespace does on a light site — generous near-black grounds let the white headlines and the single purple accent breathe without needing large empty gaps. Sections separate via ground change (near-black → pure-black → white inversion) and hairline dividers, not via vast vertical air. Content is confident and spacious, never cramped, but the drama comes from contrast against the dark rather than from emptiness.
### Section Cadence
Dark → dark → white inversion → dark, with the occasional full-bleed purple band as punctuation. The white editorial sections are the deliberate "substance" beats; the purple band is the "act now" beat. Pure black is reserved for the most cinematic moments — hero and footer. The rhythm reads: cinematic dark hero → capability cards on near-black → white research band → purple CTA band → pure-black footer.
## 6. Shapes & Radius Scale
| Tier | Value | Use |
|------|-------|-----|
| Micro | 2px | Tiny indicators, inline tags inside dense UI |
| Small | 4px | Small chips, inline code, compact controls |
| Medium | 8px | Inputs, selects, small menus |
| Comfortable | 12px | Cards, feature tiles, media frames — the default card radius |
| Large | 16px | Large media panels, modal corners |
| Pill | 9999px | Every CTA button and every topic / category chip |
The system pairs **pill CTAs** with **softly-rounded 12px cards** — the buttons are fully round, the containers are gently rounded. This is the opposite of a flat-square system: Accenture's rounding signals approachable premium rather than engineered rigor. The `>` mark is the only "sharp" geometry in the layout, and it's a glyph, not a container.
## 7. Depth & Elevation
| Level | Treatment | Use |
|-------|-----------|-----|
| 0 — Flat | No shadow, no border | Hero text, body type, footer body on the dark canvas |
| 1 — Hairline | 1px `#2e2e2e` border on `#141414` | Default cards, inputs, dividers |
| 2 — Ground lift | `#141414` → `#1c1c1c` + `#4d4d4d` border | Hovered cards, nested panels |
| 3 — Card hover shadow | `rgba(0,0,0,0.5) 0 8px 24px` | Lifted card on hover over dark |
| 4 — Brand halo | `0 0 0 4px rgba(166,0,255,0.25)` | Focused / selected element |
| 5 — Modal | `rgba(0,0,0,0.6) 0 16px 48px` over `rgba(0,0,0,0.7)` scrim | Centered dialogs, mega-menu overlays |
### Shadow Philosophy
On a dark canvas, drop shadows read poorly — a black shadow on near-black is nearly invisible. So Accenture carries depth primarily through **ground lift and hairline strengthening**: a hovered card steps from `#141414` to `#1c1c1c` and its border brightens. A soft `rgba(0,0,0,0.5)` lift appears on hover to add just enough separation, and the modal layer uses a deeper shadow plus a 70%-opacity scrim. The one chromatic "elevation" is the purple focus halo — it's how the brand signals attention without resorting to a glow on every surface.
## 8. Interaction & Motion
### Easing
- **Standard**: `cubic-bezier(0.4, 0, 0.2, 1)` — the default for hover swaps, color transitions, ground lifts.
- **Emphasized**: `cubic-bezier(0.2, 0.6, 0.2, 1)` — the `>` nudge, CTA hover, larger surface moves; a slight overshoot reads as "forward momentum".
- **Entrance**: `cubic-bezier(0, 0, 0.2, 1)` — section content rising into view on scroll.
- **Exit**: `cubic-bezier(0.4, 0, 1, 1)` — element leaving / menu collapsing.
### Durations
| Bucket | Value | Use |
|--------|-------|-----|
| Fast | 150ms | Button color swap, link-to-purple shift, `>` nudge |
| Standard | 240ms | Card ground lift, border strengthen, menu fade |
| Slow | 320ms | Section reveal-on-scroll, full-bleed band entrances |
### Per-Component Micro-States
- **Button hover**: purple brightens `#a600ff` → `#be4bff` in 150ms; the trailing `>` nudges right ~3px with the emphasized curve — the brand's signature motion.
- **Card hover**: ground lifts `#141414` → `#1c1c1c` in 240ms; border strengthens to `#4d4d4d`; a purple `>` may fade in bottom-right. No scale transform.
- **Link hover**: color transitions white → `#a600ff` in 150ms; underline thickens.
- **Input focus**: border swaps 1px `#2e2e2e` → 2px `#a600ff` in 150ms with the purple halo fading in.
- **Section reveal**: content fades and rises 16px → 0 on scroll-in with the entrance curve over 320ms.
### Page Transitions
No heavy page-transition chrome — pages load with the persistent dark top-nav holding steady. The signature motion is the on-scroll reveal (content rising 16px into view) and the `>` nudge on hover, not a full-page fade or slide.
### Reduced Motion
`prefers-reduced-motion: reduce` is honored. The scroll reveals, the `>` nudge, and any transform-based motion drop to opacity-only or are suppressed entirely. Color swaps (link → purple, button brighten) remain because they're essential interaction feedback and don't constitute motion.
## 9. Accessibility & A11y
### Contrast Pairs
- **Text on canvas**: `#ffffff` on `#0a0a0a` — **19.6:1** (AAA at all sizes). The core pairing is maximally legible.
- **Body on canvas**: `#e6e6e6` on `#0a0a0a` — ~16.9:1 (AAA). Slightly softened white still clears AAA.
- **Muted on canvas**: `#a3a3a3` on `#0a0a0a` — ~7.6:1 (AAA). Safe for sub-heads and captions.
- **Text on brand**: `#ffffff` on `#a600ff` — **3.9:1** (AA for large text / UI components only; **fails AA for normal body text**). The purple CTA is fine because the label is 16px weight-600 (large-text threshold) — but never set small white body copy on the purple band without enlarging it.
- **Brand on canvas**: `#a600ff` on `#0a0a0a` — ~4.4:1 (AA for large text and UI components). Good for the `>` mark and accent UI; for small purple body copy, prefer `#be4bff` (lighter, higher contrast on dark).
- **Brand on light**: `#a600ff` on `#ffffff` — ~3.9:1 (AA large only). On the white inversion, treat purple as a large-element / UI accent, not body text.
### Focus Indicators
Every interactive element shows a 2px `#a600ff` focus ring with a soft 4px `rgba(166,0,255,0.25)` outer halo. On the dark canvas this purple ring is high-contrast and unmistakable; on the white inversion the same purple ring still passes as a focus indicator (the halo provides the additional separation). Inputs additionally show the focused 2px purple border on the field itself.
### ARIA Patterns
- **Mega-menu / nav**: the top-nav category triggers use `aria-expanded` and `aria-controls` pointing to their dropdown panel; Esc closes and returns focus to the trigger.
- **Dialogs**: `role="dialog"` + `aria-modal="true"`, focus trap, `aria-labelledby` on the title. Esc closes; Tab cycles within.
- **Card-as-link**: when a whole card is clickable, wrap the headline in the real `<a>` and stretch its hit area — don't attach the link only to the decorative `>`. Decorative `>` glyphs get `aria-hidden="true"`.
- **Tabs / accordions**: standard `role="tablist"`/`role="tab"` and `aria-expanded` disclosure patterns with arrow-key navigation.
### Keyboard Navigation
Tab order: skip-link → top-nav (logotype, category links, search, locale) → hero CTA(s) → card grid in row order → CTA band → footer columns. The purple focus ring is visible on every step. The skip-to-content link is the first focusable element and is essential on a dark site where losing the focus indicator against near-black is costly.
### Screen Reader Hints
Prefer visible, self-describing link text over `aria-label`. The decorative `>` mark must never be the accessible name of a control — it carries no meaning to a screen reader, so it's `aria-hidden` and the real label ("Read the report", "Explore careers") carries the semantics. Icon-only buttons (search, locale) get an `aria-label` matching their visible tooltip.
### Reduced Motion
`prefers-reduced-motion: reduce` is honored — scroll reveals, the `>` nudge, and transform motion drop to opacity-only.
## 10. Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|------|-------|-------------|
| Mobile | 640px | Single column; display-hero scales 80px → ~40px; nav becomes hamburger; CTAs full-width |
| Tablet | 1024px | Card grid 3-up → 2-up; mega-menu collapses to drawer |
| Desktop | 1280px | Default layout; 12-column grid; 3-up card rows |
| Wide | 1536px | Outer gutters expand; hero `>` and full-bleed media gain breathing room |
### Touch Targets
48px minimum tap target. Pill CTAs already exceed this via their 14px vertical padding plus 16px label. Top-nav links grow to 48px tap height on touch; footer link rows pad to 48px; the hamburger and search icons hold a 48px hit area.
### Collapsing Strategy
- **Top nav**: category links collapse to a full-screen dark hamburger overlay below 1024px. Logotype + `>` and search stay on the bar.
- **Mega-menu**: desktop multi-column dropdown becomes a stacked, tap-to-expand drawer on tablet/mobile.
- **Card grid**: 3-up → 2-up at 1024px → 1-up at 640px.
- **Display type**: `display-hero` 80px scales toward ~40px on mobile while holding weight 700 and the tight tracking.
- **CTA pair**: side-by-side primary + secondary stack vertically and go full-width below 640px.
- **Footer**: multi-column link grid → 2-column at tablet → single-column accordion (tap-to-expand sections) on mobile.
### Image Behavior
Full-bleed hero media uses art-direction crops on mobile (wide 16:9 → portrait 4:5) so the subject stays centered under the headline. The decorative `>` scales proportionally and may move from a slashed overlay to a smaller corner mark on mobile. The dark scrim over hero media intensifies on small screens to keep the white headline legible.
### Container Queries
Marketing logic lives mostly at the document breakpoint level. Card grids that appear inside variable-width panels (sidebars, related-content rails) use container queries so a card collapses to its single-column layout based on the rail width rather than the viewport.
## 11. Content & Voice
### Tone
Accenture's voice is **confident, declarative, and forward-leaning** — short imperative statements over feature lists. "Let There Be Change." "Reinvent with bold change." "We are committed to your success." The register is senior-consulting: it speaks to executives, assumes scale, and leads with transformation rather than tooling. Never breathless, never cute — assured.
### Microcopy Patterns
- **Button verbs**: "Explore", "Discover", "Learn more", "Read the report", "Get in touch", "Explore careers" — each typically trailed by a `>`.
- **Eyebrows**: a tracked 13px line above headlines naming the topic ("Capabilities", "Our latest thinking", "Careers").
- **Error messages**: stated plainly. "Please enter a valid email address." No apologetic or jokey copy.
- **Success confirmations**: brief. "Thank you — we'll be in touch." "Subscription confirmed."
### Empty States
Sparse on marketing. Where they appear (insight search), copy is direct: "No results found. Try a different topic." A single ghost CTA ("Clear filters >") sits below.
### CTA Verb Conventions
- "Explore >" / "Discover >" — the default forward-action verbs; the `>` reinforces the momentum.
- "Read the report" / "Watch the video" — content-action verbs matched to the asset.
- "Get in touch" / "Contact us" — Accenture's preferred lead phrasing over "Request a demo".
- "Explore careers >" — the recruiting CTA, always with the `>`.
- The system avoids "Click here", "Buy now", "Sign up free" — those read consumer, not consulting. Every primary CTA earns its trailing `>`.
## 12. Dark Mode & Theming
Accenture is a **dark-native** brand — the near-black canvas with white type is the default, not a toggle. There is no separate "dark mode" to enable; the page ships dark. The deliberate inversions are the *light* bands — white editorial / research sections that exist for contrast and substance, not as a theme.
If a derivative work needs an explicit light theme (rather than the brand's occasional white band), the recommended token swap is:
- `bg`: `#0a0a0a` → `#ffffff`
- `surface`: `#141414` → `#f2f2f2`
- `text`: `#ffffff` → `#0a0a0a`
- `text-body`: `#e6e6e6` → `#262626`
- `text-muted`: `#a3a3a3` → `#525252`
- `border`: `#2e2e2e` → `#e0e0e0`
- `brand`: `#a600ff` → `#a600ff` (unchanged — purple passes on both grounds; this is why the brand survives the inversion)
- `link`: `#ffffff` → `#0a0a0a` (link hover stays `#a600ff` on both)
Note the brand purple is **theme-invariant** — `#a600ff` clears the large-text/UI threshold on both `#0a0a0a` and `#ffffff`, which is exactly why Accenture can flip the canvas mid-page without changing its accent. The `>` mark and the purple pill are the continuity thread across both grounds.
## 13. Lineage & Influences
Accenture's visual identity descends from the **2000 rebrand** that split the firm from Andersen Consulting — the name "Accenture" ("accent on the future") arrived with the lowercase logotype and the superscript-like `>` over the "t", the original "always moving forward" mark. The 2020 refresh under Wolff Olins escalated that mark into the standalone purple `>` glyph and built the system around it, replacing earlier orange/purple gradient treatments with the single saturated `#a600ff` voltage and the "Let There Be Change" platform.
The dark-canvas, big-statement, single-accent approach sits in the lineage of **premium agency and platform sites** — the discipline of one electric color on near-black, the oversized declarative headline, the reductive single-glyph mark. It rejects the busy, link-dense, blue-and-white "reference catalog" register of older enterprise consulting sites in favor of editorial confidence. It borrows the *restraint* of Swiss-modernist single-accent systems while rejecting their lightness — Accenture keeps the discipline but moves it onto a dramatic dark ground. What it explicitly avoids: multiple competing brand colors, decorative gradients beyond the purple `>`, rounded-corner consumer softness, and the small-print density of legacy consultancy chrome.
**Named influences:**
- [Wolff Olins](https://www.wolffolins.com) — role: brand consultancy behind Accenture's 2020 identity and the `>` system. The single-glyph, single-color discipline is their signature.
- [Commercial Type / Graphik](https://commercialtype.com/catalog/graphik) — role: foundry and typeface; Graphik is the neutral geometric grotesque carrying the entire hierarchy.
- [Pentagram](https://www.pentagram.com) — role: lineage of reductive, single-mark corporate identities and editorial confidence that Accenture's system draws on.
- [IBM Carbon / Plex](https://carbondesignsystem.com) — role: peer enterprise identity; Accenture shares the single-accent, disciplined-system ethos but inverts the canvas to dark and rounds its corners.
- [Stripe](https://stripe.com) — role: peer premium-tech identity; shares the dark-hero, gradient-accent, big-statement register that Accenture applies to consulting.
## 14. Do's and Don'ts
### Do
- Start dark. Near-black `#0a0a0a` canvas with white Graphik type is the default register — not a mode you opt into.
- Use the `>` mark as the signature. Beside the logotype, trailing every primary CTA, terminating "Read more >" links, and slashed across heroes.
- Reserve `#a600ff` purple for the `>`, primary CTA, link hover, focus ring, chips, and the rare accent band. One voltage, used sparingly.
- Set display bold (700) and body regular (400). The confident-then-calm contrast is the typographic engine.
- Use pill CTAs (`radius: 9999`) and softly-rounded 12px cards. Round buttons, gently-rounded containers.
- Carry card depth with ground lift (`#141414` → `#1c1c1c`) and hairline strengthening, not heavy drop shadows on the dark ground.
- Animate the `>` — nudge it right ~3px on CTA hover with the emphasized curve. That forward motion is on-brand.
- Use the white inversion for editorial / research bands, and keep the purple alive across the flip.
- Keep the purple focus ring (2px + halo) visible on every interactive element — a dark site loses focus state easily.
- Write short, declarative, executive-register headlines ("Reinvent with bold change"), not feature lists.
### Don't
- Don't open on white as the default. The brand is dark-native; a white-canvas hero reads as a different company.
- Don't introduce a second brand color. The system is grayscale + one purple — orange, blue, or green is drift.
- Don't make the decorative `>` the accessible name of a control. It's `aria-hidden`; the visible label carries the semantics.
- Don't set small white body text on the purple band — `#ffffff` on `#a600ff` is only 3.9:1, fine for large/600 labels, failing for body. Enlarge or re-weight it.
- Don't bold the body or lighten the display — both collapse the weight contrast that defines the voice.
- Don't square the CTAs. Accenture CTAs are full pills; flat-square buttons read as IBM, not Accenture.
- Don't pile drop shadows on dark cards — they're nearly invisible on near-black. Lift the ground instead.
- Don't tint headlines purple to suggest importance. Hierarchy is weight + size; purple is for the `>`, CTAs, and accents.
- Don't use "Click here", "Buy now", or "Sign up free" — they read consumer. Use "Explore >", "Discover >", "Get in touch".
- Don't drop the trailing `>` from primary CTAs. The mark is the brand's verb; a CTA without it is incomplete.
## 15. Agent Prompt Guide
### Quick Color Reference
- Canvas: `#0a0a0a`
- Canvas Pure: `#000000`
- Surface: `#141414`
- Surface Hover: `#1c1c1c`
- Ink: `#ffffff`
- Body: `#e6e6e6`
- Text Muted: `#a3a3a3`
- Accenture Purple: `#a600ff`
- Brand Bright: `#be4bff`
- Border: `#2e2e2e`
### Example Component Prompts
- "Create a dark hero on `#0a0a0a` with an 80px Graphik display headline at weight 700 and `-0.03em` tracking — 'Let there be change' — a white 18px Graphik subhead at weight 400, and a primary CTA that's a fully-rounded purple `#a600ff` pill with a white 16px/600 label and a trailing `>` mark that nudges right on hover. Add a subtle oversized purple `>` slashed across the background. No second color."
- "Design a content card on `#141414` with a 1px `#2e2e2e` hairline border and 12px corners, 24px padding. White 24px Graphik/600 title, `#e6e6e6` body, and a ghost 'Read more >' link where the `>` turns `#a600ff`. On hover, lift the ground to `#1c1c1c`, strengthen the border to `#4d4d4d`, and fade a small purple `>` into the bottom-right. No drop shadow at rest."
- "Build a CTA pair on dark: a primary purple `#a600ff` pill ('Explore careers >', white label, `radius: 9999`, 14×28px padding) beside a secondary outlined white pill ('Get in touch') that inverts to a solid white fill with `#0a0a0a` label on hover."
- "Create a white editorial inversion band: `#ffffff` ground, `#0a0a0a` headline at 40px Graphik/700, dark body, and insight cards with a 1px `#e0e0e0` border and 12px corners. Keep the primary CTA as the same purple `#a600ff` pill — the purple must survive the flip."
- "Design a dark input: `#1c1c1c` fill, 1px `#2e2e2e` border, 8px corners, 12×16px padding, `#6b6b6b` placeholder. On focus, swap to a 2px `#a600ff` border with a soft `rgba(166,0,255,0.25)` halo."
- "Build a pure-black footer (`#000000`): logotype with a purple `>` top-left, multi-column link grid in `#a3a3a3`, column heads in white 14px/600, link lists in 14px/400 muted, and a fine-print legal row beneath. 64×32px padding."
### Iteration Guide
1. **Audit the canvas first.** It should be near-black `#0a0a0a` (or pure `#000000` on full-bleed hero). If the hero is white, it's the wrong brand — flip it dark.
2. **Audit the `>` mark.** Every primary CTA should end in `>`, the logotype should carry it, and "read more" links should trail it. If the `>` is missing, the entry isn't Accenture yet.
3. **Audit color sprawl.** Only `#a600ff` (and its bright/deep/soft variants) outside grayscale + semantic. Any orange, blue, or green is drift — strip it.
4. **Audit display weight.** Graphik display at 700 with tight negative tracking; body at 400. If a hero headline is lighter than 600 or the body is bold, fix the contrast.
5. **Audit corners.** Pills (`9999`) on every CTA and chip; soft 12px on cards. If buttons are square or sharp-cornered, round them to pills.
6. **Audit shadows on dark.** Heavy `box-shadow` on near-black is invisible and off-brand — replace card depth with a ground lift (`#141414` → `#1c1c1c`) and a stronger border.
7. **Audit purple-on-purple contrast.** White body text on the purple band fails AA — either enlarge it to large-text/600 or move it off the band. Use `#be4bff` for small purple text on dark.
8. **Honor the rhythm.** Dark hero → capability cards on near-black → white research band → purple CTA band → pure-black footer. The cadence, and the moving `>`, are the brand.
---
*Theme-toggle audit: score=0, signals=[none]*
1. Visual Theme & Atmosphere
Accenture’s site is a dark-canvas, big-statement consulting identity — near-black grounds (#0a0a0a, dropping to pure #000000 on full-bleed hero and video sections) carrying confident white Graphik type, with a single electric voltage running through everything: Accenture purple, #a600ff (rgb 166, 0, 255). The dark hero is not a dark-mode option; it is the brand. Where most enterprise consultancies open on white and reach for navy, Accenture opens in the dark and lets the purple cut through it.
The defining mark is the > greater-than glyph — Accenture’s “always moving forward” symbol. It sits beside the logotype, trails inside primary CTAs (“Let there be change >”), terminates “Read more >” links, and recurs as a decorative slash across hero compositions. The > is the brand’s verb made into a shape: every place the eye expects an arrow, Accenture uses its own forward-leaning mark instead. It almost always carries the purple, or turns purple on interaction, so the accent color and the signature glyph reinforce each other.
Display type is large, bold, and declarative. Hero headlines run up to 80px at weight 700 with tight negative tracking (“Let There Be Change”, “Reinvent with bold change”, “Total enterprise reinvention”). The register is enterprise-consulting confidence — short imperative statements, not feature lists. Graphik (Commercial Type) handles the entire hierarchy: a neutral, geometric, slightly warm grotesque that reads as premium without being cold. Bold for display, regular for body; hierarchy comes from size and weight, never from a second typeface.
The system reaches for color rarely and deliberately. Purple marks the >, the primary CTA pill, the link hover, the focus ring, topic chips, and the occasional full-bleed accent band. Everything else lives in a disciplined grayscale: near-black grounds, white-to-gray ink, and thin #2e2e2e hairlines. Because the canvas is dark, the white type does the heavy lifting and the purple gets to be precious — a small dose of one electric color reads as far more premium on near-black than the same purple would on white.
There is one recurring inversion: white editorial / research bands. On insight, research, and case-study sections, Accenture flips to a white ground with dark ink — a deliberate “now we’re being substantive” register shift. The purple > and purple pill survive the flip (purple passes legibly on both grounds), so the brand stays continuous even as the canvas inverts. The result is gravitas with momentum: dark, premium, forward-leaning, and unmistakably anchored to one glyph and one color.
Key Characteristics:
- Dark canvas is the default — near-black
#0a0a0a(pure#000000on full-bleed hero) carrying white Graphik type. - Single chromatic voltage: Accenture purple
#a600ffcarries the>mark, primary CTA, link hover, focus ring, and accent bands. No second brand color. - The
>greater-than mark (“always moving forward”) is the signature — beside the logotype, inside CTAs, terminating links, slashed across heroes. - Graphik across the entire hierarchy — bold (700) for big display statements, regular (400) for body.
- Big declarative headlines up to 80px (“Let There Be Change”) in an enterprise-consulting register.
- Pill CTAs (
radius: 9999) — purple solid for primary, white outline for secondary — each with a trailing>. - Grayscale discipline everywhere the purple isn’t: near-black grounds, white-to-gray ink, thin
#2e2e2ehairlines. - Deliberate white inversion bands for editorial / research content; the purple survives the flip.
- Cards carry hierarchy with hairline borders + a subtle ground lift on hover, not heavy shadows.
- Premium-by-restraint: one color, one glyph, one face — the system’s discipline is its identity.
2. Color Palette & Roles
Canvas
- Canvas (
#0a0a0a): The default page floor — the dark hero ground that anchors the entire brand. - Canvas Pure (
#000000): Full-bleed hero, video backdrops, and the footer ground — pure black where maximum drama is wanted. - Surface (
#141414): Raised card ground on the dark canvas — one step up from the floor. - Surface Soft (
#1c1c1c): Hovered card / nested panel ground and input fill — a second step of lift. - Surface Strong (
#262626): Heavier input fill, separator fill, and disabled surfaces on dark. - Surface Light (
#ffffff): The inverted white section — editorial, research, and case-study bands. - Surface Light Soft (
#f2f2f2): Alternate-row stripe inside the white inversion.
Text
- Ink (
#ffffff): Primary text — every display headline and emphasis line on the dark canvas. - Body (
#e6e6e6): Long-form body copy on dark — a hair off pure white to soften long reads. - Text Muted (
#a3a3a3): Sub-headlines, captions, footer body, breadcrumb on dark. - Text Soft (
#6b6b6b): Disabled labels, fine print, helper text on dark. - Ink on Light (
#0a0a0a): Headlines and body on the inverted white sections. - Muted on Light (
#525252): Muted ink (sub-heads, captions) inside the white inversion.
Brand
- Accenture Purple (
#a600ff): The single voltage —>mark, primary CTA pill, link hover, focus ring, accent band. rgb(166, 0, 255). - Brand Bright (
#be4bff): Lighter purple — gradient top stop, CTA hover lift, bright-purple chip labels on dark. - Brand Deep (
#7d00c4): Deeper purple — pressed CTA state, gradient bottom stop. - Brand Soft (
rgba(166,0,255,0.12)): Faint purple wash — selected chip fill, focus halo, subtle hover ground. - On Brand (
#ffffff): Text/label on the purple CTA and purple band.
Borders
- Border (
#2e2e2e): Default 1px hairline on dark surfaces — cards, inputs, dividers. - Border Strong (
#4d4d4d): Heavier divider and hovered-input / hovered-card outline. - Border on Light (
#e0e0e0): Hairline inside the white inversion sections.
Interactive
- Link (
#ffffff): Inline body links are white with an underline on the dark canvas. - Link Hover (
#a600ff): Hovered link shifts to brand purple — the color follows the cursor. - Focus (
#a600ff): 2px purple ring with a softrgba(166,0,255,0.25)outer halo on every focused element.
Shadow Colors
The dark canvas resists heavy shadow as a hierarchy device — depth comes from ground lift (#141414 → #1c1c1c) and hairline strengthening. Where shadow appears it’s the subtle rgba(0,0,0,0.5) 0 8px 24px card-hover lift and the rgba(0,0,0,0.6) 0 16px 48px modal elevation. The purple glow-brand halo (0 0 0 4px rgba(166,0,255,0.25)) is the only chromatic “shadow” — a focus/selected ring, not a drop shadow.
Semantic
- Success (
#3ad29fonrgba(58,210,159,0.14)) — confirmation states, calibrated to read on dark. - Warning (
#ffb800onrgba(255,184,0,0.14)) — advisory banners. - Danger (
#ff5252onrgba(255,82,82,0.14)) — error states on dark (brightened red for contrast on near-black). - Info (
#a600ffonrgba(166,0,255,0.12)) — identical to brand; informational accents.
3. Typography Rules
Font Family
Primary: Graphik (Commercial Type, by Christian Schwartz). Fallback chain: "Graphik Web", system-ui, -apple-system, "Helvetica Neue", Arial, sans-serif. Graphik is a neutral geometric grotesque with a slight warmth — clean enough to read as enterprise, distinctive enough to read as Accenture’s enterprise rather than default-Helvetica. It is a true single-family hierarchy: display, body, eyebrow, and caption all ride the same face, with hierarchy built from size and weight rather than a typeface change.
Display vs body: Display sizes run bold (700/600) with tight negative tracking for the big declarative statements; body sits at regular (400) with comfortable 1.55 line-height for readability on the dark canvas. The contrast between a 700-weight 80px hero and a 400-weight 16px body is the typographic engine of the brand — confidence up top, calm in the read.
Companions: There is no marketing serif and no decorative display face. A monospace stack exists for the rare code/data surface but does not appear in marketing chrome. Graphik carries everything visible.
OpenType features: No aggressive feature use on marketing — no decorative alternates, no tabular-figure swaps in chrome. The face is used as shipped; the negative tracking on display sizes (-0.03em at hero scale) is the one mandatory typographic detail.
Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|---|---|---|---|---|---|---|---|
| display-hero | Graphik | 80 | 700 | 1.0 | -0.03em | — | Largest hero statement — “Let There Be Change” scale |
| display-lg | Graphik | 56 | 700 | 1.05 | -0.02em | — | Section-opener headlines |
| h1 | Graphik | 40 | 700 | 1.1 | -0.018em | — | Page title, major section heading |
| h2 | Graphik | 32 | 600 | 1.2 | -0.012em | — | Sub-section heading, card-collection title |
| h3 | Graphik | 24 | 600 | 1.25 | -0.005em | — | Feature card title, FAQ heading |
| h4 | Graphik | 20 | 600 | 1.3 | 0 | — | Small card title, list heading |
| body-lg | Graphik | 18 | 400 | 1.55 | 0 | — | Hero subhead, lead paragraph |
| body | Graphik | 16 | 400 | 1.55 | 0 | — | Default body across the system |
| body-sm | Graphik | 14 | 400 | 1.5 | 0 | — | Card body, footer column body |
| label | Graphik | 13 | 500 | 1.4 | 0 | — | Form label, dense UI label |
| eyebrow | Graphik | 13 | 600 | 1.4 | 0.08em | — | Tracked sentence/upper eyebrow above headlines |
| button | Graphik | 16 | 600 | 1.2 | 0 | — | Every CTA label across the system |
| nav-link | Graphik | 15 | 500 | 1.3 | 0 | — | Top-nav category labels |
| link | Graphik | 16 | 400 | 1.55 | 0 | — | Inline body link, white + underline on dark |
| caption | Graphik | 12 | 500 | 1.4 | 0.02em | — | Captions, meta, fine print |
Principles
- Bold-display / regular-body is the brand voice. Graphik at 700 for hero scale plus 400 for body gives the confident-then-calm cadence that defines Accenture. Don’t set body bold or display light — both flatten the contrast.
- Tight tracking on display, neutral on body. Negative tracking (
-0.03emat 80px) keeps big statements tight and assertive; body stays at0for readability on dark. - One face only. Graphik carries display, body, eyebrow, caption. Introducing a serif or a second sans is drift — the brand’s typographic identity is the single neutral grotesque.
- The eyebrow earns the tracking. The 13px eyebrow uses
0.08emletter-spacing (often upper- or sentence-case) above headlines. It’s the one place positive tracking is allowed. - Headlines are statements, not labels. Size the hero for short imperative copy (“Reinvent with bold change”), not for long sentences — the type system assumes 3–6 word headlines.
- Body retains near-white on dark. Long-form body uses
#e6e6e6(a hair off pure white) to reduce glare on near-black; headlines stay pure#fffffffor maximum punch. - Hierarchy by weight + size, never by color. Don’t tint headlines purple to suggest importance — purple is reserved for the
>, CTAs, and accents.
4. Component Stylings
Buttons
button-primary — The signature CTA. A purple pill: background #a600ff, label #ffffff at button type (16/600), radius: 9999, padding 14px 28px, and a trailing > mark. Hover brightens to #be4bff over 150ms and the > nudges right ~3px; pressed deepens to #7d00c4. No border, no heavy shadow — the purple pill and the moving > are the whole affordance.
button-secondary — Outlined white pill on dark. Transparent background, 1px #ffffff border, white label, same pill radius and padding. On hover it inverts to a solid white fill with dark #0a0a0a label. Paired with primary for two-action hero rows.
button-ghost — Text + > chevron, no background, no border. White label that picks up the purple on hover, with the > carrying the brand color. Used for “Read more >”, “Explore >”, inline content actions.
button-on-light — The same purple pill placed on the inverted white sections. Purple #a600ff passes legibly on white, so the primary CTA stays consistent across both grounds; only the surrounding ink flips.
Cards
card — Default content card on dark. Background #141414, white ink, 1px #2e2e2e hairline, radius: 12, 24px padding. No heavy drop shadow at rest. On hover (card-hover) the ground lifts to #1c1c1c, the border strengthens to #4d4d4d, and a small purple > may surface bottom-right to signal “this card is a link”.
feature-card — Larger feature / insight tile. Same dark chrome, 32px padding, with an eyebrow (13/600, tracked), an h3 headline, body copy, and a trailing > link. The workhorse of insight and capability grids.
insight-card — The card on the inverted white sections. Background #ffffff, dark #0a0a0a ink, 1px #e0e0e0 hairline, radius: 12, 24px padding. Used in research / case-study grids where the band itself is light.
cta-band — Full-bleed purple accent band near a section break. Background #a600ff, white headline at h1 scale, 64px padding, a white-outline or white-solid CTA inside. The single largest expanse of brand color on the page — used sparingly so it stays an event.
Inputs / Forms
text-input — Input on dark. Background #1c1c1c (surface-soft), white text, 1px #2e2e2e border, radius: 8, padding 12px 16px. Placeholder in #6b6b6b.
text-input-focused — The focused state swaps the hairline for a 2px #a600ff border with a faint rgba(166,0,255,0.25) halo. The purple ring is the focus signal — no separate glow on the field’s interior.
text-input-error — Border becomes 2px #ff5252 with a caption-sized validation message in danger color below.
Badges, Tags, Pills
badge — Topic / category chip. Soft purple fill (rgba(166,0,255,0.12)) with a bright-purple #be4bff label, radius: 9999, padding 4px 12px, caption type. Reads as a quiet purple echo on the dark ground.
badge-solid — “New” / featured chip. Solid #a600ff fill with white label, same pill shape. Used to flag fresh content or a featured capability.
Navigation
top-nav — Dark sticky bar, 64px tall. Background #0a0a0a, white type, 1px #2e2e2e bottom hairline. The Accenture logotype with its purple > anchors the left; category links (Capabilities / Industries / About / Careers) run center in nav-link type; search and locale icons sit right. On hover, category labels gain a thin purple underline.
footer — Pure-black footer (#000000) with the logotype + > top-left and a multi-column link grid in muted #a3a3a3. Column heads in body-sm/600 white, link lists in body-sm/400 muted. Below: social-icon strip, locale selector, and a fine-print legal row. Padding 64px×32px.
Decorative
The recurring decorative element is the > mark itself — oversized and slashed across hero compositions, occasionally rendered as a purple-to-bright-purple gradient (#7d00c4 → #be4bff). It is the one ornament the system allows. Heroes may also carry a full-bleed image or muted video behind the white headline, dimmed with a dark scrim so the type holds contrast.
5. Layout Principles
Spacing System
- Base unit: 4px.
- Scale:
0 · 4 · 8 · 12 · 16 · 24 · 32 · 48 · 64 · 96. - Card interior padding: 24px on default cards, 32px on feature cards, 64px on the CTA band.
- Button padding: 14px vertical, 28px horizontal — pill CTAs run generous to feel premium.
- Section padding: 96px vertical between major bands on desktop, 48px on mobile.
Grid & Container
- 12-column grid at desktop, collapsing to 8 / 4 columns at tablet / mobile.
- Max content width: 1280px; long-form prose constrains to ~720px for readable line length on dark.
- Card grids: 3-up at desktop, 2-up at tablet, 1-up at mobile.
- Hero compositions frequently break the grid — the oversized
>and full-bleed imagery extend edge-to-edge while the headline stays on the content column.
Whitespace Philosophy
The dark canvas does the work that whitespace does on a light site — generous near-black grounds let the white headlines and the single purple accent breathe without needing large empty gaps. Sections separate via ground change (near-black → pure-black → white inversion) and hairline dividers, not via vast vertical air. Content is confident and spacious, never cramped, but the drama comes from contrast against the dark rather than from emptiness.
Section Cadence
Dark → dark → white inversion → dark, with the occasional full-bleed purple band as punctuation. The white editorial sections are the deliberate “substance” beats; the purple band is the “act now” beat. Pure black is reserved for the most cinematic moments — hero and footer. The rhythm reads: cinematic dark hero → capability cards on near-black → white research band → purple CTA band → pure-black footer.
6. Shapes & Radius Scale
| Tier | Value | Use |
|---|---|---|
| Micro | 2px | Tiny indicators, inline tags inside dense UI |
| Small | 4px | Small chips, inline code, compact controls |
| Medium | 8px | Inputs, selects, small menus |
| Comfortable | 12px | Cards, feature tiles, media frames — the default card radius |
| Large | 16px | Large media panels, modal corners |
| Pill | 9999px | Every CTA button and every topic / category chip |
The system pairs pill CTAs with softly-rounded 12px cards — the buttons are fully round, the containers are gently rounded. This is the opposite of a flat-square system: Accenture’s rounding signals approachable premium rather than engineered rigor. The > mark is the only “sharp” geometry in the layout, and it’s a glyph, not a container.
7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 — Flat | No shadow, no border | Hero text, body type, footer body on the dark canvas |
| 1 — Hairline | 1px #2e2e2e border on #141414 | Default cards, inputs, dividers |
| 2 — Ground lift | #141414 → #1c1c1c + #4d4d4d border | Hovered cards, nested panels |
| 3 — Card hover shadow | rgba(0,0,0,0.5) 0 8px 24px | Lifted card on hover over dark |
| 4 — Brand halo | 0 0 0 4px rgba(166,0,255,0.25) | Focused / selected element |
| 5 — Modal | rgba(0,0,0,0.6) 0 16px 48px over rgba(0,0,0,0.7) scrim | Centered dialogs, mega-menu overlays |
Shadow Philosophy
On a dark canvas, drop shadows read poorly — a black shadow on near-black is nearly invisible. So Accenture carries depth primarily through ground lift and hairline strengthening: a hovered card steps from #141414 to #1c1c1c and its border brightens. A soft rgba(0,0,0,0.5) lift appears on hover to add just enough separation, and the modal layer uses a deeper shadow plus a 70%-opacity scrim. The one chromatic “elevation” is the purple focus halo — it’s how the brand signals attention without resorting to a glow on every surface.
8. Interaction & Motion
Easing
- Standard:
cubic-bezier(0.4, 0, 0.2, 1)— the default for hover swaps, color transitions, ground lifts. - Emphasized:
cubic-bezier(0.2, 0.6, 0.2, 1)— the>nudge, CTA hover, larger surface moves; a slight overshoot reads as “forward momentum”. - Entrance:
cubic-bezier(0, 0, 0.2, 1)— section content rising into view on scroll. - Exit:
cubic-bezier(0.4, 0, 1, 1)— element leaving / menu collapsing.
Durations
| Bucket | Value | Use |
|---|---|---|
| Fast | 150ms | Button color swap, link-to-purple shift, > nudge |
| Standard | 240ms | Card ground lift, border strengthen, menu fade |
| Slow | 320ms | Section reveal-on-scroll, full-bleed band entrances |
Per-Component Micro-States
- Button hover: purple brightens
#a600ff→#be4bffin 150ms; the trailing>nudges right ~3px with the emphasized curve — the brand’s signature motion. - Card hover: ground lifts
#141414→#1c1c1cin 240ms; border strengthens to#4d4d4d; a purple>may fade in bottom-right. No scale transform. - Link hover: color transitions white →
#a600ffin 150ms; underline thickens. - Input focus: border swaps 1px
#2e2e2e→ 2px#a600ffin 150ms with the purple halo fading in. - Section reveal: content fades and rises 16px → 0 on scroll-in with the entrance curve over 320ms.
Page Transitions
No heavy page-transition chrome — pages load with the persistent dark top-nav holding steady. The signature motion is the on-scroll reveal (content rising 16px into view) and the > nudge on hover, not a full-page fade or slide.
Reduced Motion
prefers-reduced-motion: reduce is honored. The scroll reveals, the > nudge, and any transform-based motion drop to opacity-only or are suppressed entirely. Color swaps (link → purple, button brighten) remain because they’re essential interaction feedback and don’t constitute motion.
9. Accessibility & A11y
Contrast Pairs
- Text on canvas:
#ffffffon#0a0a0a— 19.6:1 (AAA at all sizes). The core pairing is maximally legible. - Body on canvas:
#e6e6e6on#0a0a0a— ~16.9:1 (AAA). Slightly softened white still clears AAA. - Muted on canvas:
#a3a3a3on#0a0a0a— ~7.6:1 (AAA). Safe for sub-heads and captions. - Text on brand:
#ffffffon#a600ff— 3.9:1 (AA for large text / UI components only; fails AA for normal body text). The purple CTA is fine because the label is 16px weight-600 (large-text threshold) — but never set small white body copy on the purple band without enlarging it. - Brand on canvas:
#a600ffon#0a0a0a— ~4.4:1 (AA for large text and UI components). Good for the>mark and accent UI; for small purple body copy, prefer#be4bff(lighter, higher contrast on dark). - Brand on light:
#a600ffon#ffffff— ~3.9:1 (AA large only). On the white inversion, treat purple as a large-element / UI accent, not body text.
Focus Indicators
Every interactive element shows a 2px #a600ff focus ring with a soft 4px rgba(166,0,255,0.25) outer halo. On the dark canvas this purple ring is high-contrast and unmistakable; on the white inversion the same purple ring still passes as a focus indicator (the halo provides the additional separation). Inputs additionally show the focused 2px purple border on the field itself.
ARIA Patterns
- Mega-menu / nav: the top-nav category triggers use
aria-expandedandaria-controlspointing to their dropdown panel; Esc closes and returns focus to the trigger. - Dialogs:
role="dialog"+aria-modal="true", focus trap,aria-labelledbyon the title. Esc closes; Tab cycles within. - Card-as-link: when a whole card is clickable, wrap the headline in the real
<a>and stretch its hit area — don’t attach the link only to the decorative>. Decorative>glyphs getaria-hidden="true". - Tabs / accordions: standard
role="tablist"/role="tab"andaria-expandeddisclosure patterns with arrow-key navigation.
Keyboard Navigation
Tab order: skip-link → top-nav (logotype, category links, search, locale) → hero CTA(s) → card grid in row order → CTA band → footer columns. The purple focus ring is visible on every step. The skip-to-content link is the first focusable element and is essential on a dark site where losing the focus indicator against near-black is costly.
Screen Reader Hints
Prefer visible, self-describing link text over aria-label. The decorative > mark must never be the accessible name of a control — it carries no meaning to a screen reader, so it’s aria-hidden and the real label (“Read the report”, “Explore careers”) carries the semantics. Icon-only buttons (search, locale) get an aria-label matching their visible tooltip.
Reduced Motion
prefers-reduced-motion: reduce is honored — scroll reveals, the > nudge, and transform motion drop to opacity-only.
10. Responsive Behavior
Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | 640px | Single column; display-hero scales 80px → ~40px; nav becomes hamburger; CTAs full-width |
| Tablet | 1024px | Card grid 3-up → 2-up; mega-menu collapses to drawer |
| Desktop | 1280px | Default layout; 12-column grid; 3-up card rows |
| Wide | 1536px | Outer gutters expand; hero > and full-bleed media gain breathing room |
Touch Targets
48px minimum tap target. Pill CTAs already exceed this via their 14px vertical padding plus 16px label. Top-nav links grow to 48px tap height on touch; footer link rows pad to 48px; the hamburger and search icons hold a 48px hit area.
Collapsing Strategy
- Top nav: category links collapse to a full-screen dark hamburger overlay below 1024px. Logotype +
>and search stay on the bar. - Mega-menu: desktop multi-column dropdown becomes a stacked, tap-to-expand drawer on tablet/mobile.
- Card grid: 3-up → 2-up at 1024px → 1-up at 640px.
- Display type:
display-hero80px scales toward ~40px on mobile while holding weight 700 and the tight tracking. - CTA pair: side-by-side primary + secondary stack vertically and go full-width below 640px.
- Footer: multi-column link grid → 2-column at tablet → single-column accordion (tap-to-expand sections) on mobile.
Image Behavior
Full-bleed hero media uses art-direction crops on mobile (wide 16:9 → portrait 4:5) so the subject stays centered under the headline. The decorative > scales proportionally and may move from a slashed overlay to a smaller corner mark on mobile. The dark scrim over hero media intensifies on small screens to keep the white headline legible.
Container Queries
Marketing logic lives mostly at the document breakpoint level. Card grids that appear inside variable-width panels (sidebars, related-content rails) use container queries so a card collapses to its single-column layout based on the rail width rather than the viewport.
11. Content & Voice
Tone
Accenture’s voice is confident, declarative, and forward-leaning — short imperative statements over feature lists. “Let There Be Change.” “Reinvent with bold change.” “We are committed to your success.” The register is senior-consulting: it speaks to executives, assumes scale, and leads with transformation rather than tooling. Never breathless, never cute — assured.
Microcopy Patterns
- Button verbs: “Explore”, “Discover”, “Learn more”, “Read the report”, “Get in touch”, “Explore careers” — each typically trailed by a
>. - Eyebrows: a tracked 13px line above headlines naming the topic (“Capabilities”, “Our latest thinking”, “Careers”).
- Error messages: stated plainly. “Please enter a valid email address.” No apologetic or jokey copy.
- Success confirmations: brief. “Thank you — we’ll be in touch.” “Subscription confirmed.”
Empty States
Sparse on marketing. Where they appear (insight search), copy is direct: “No results found. Try a different topic.” A single ghost CTA (“Clear filters >”) sits below.
CTA Verb Conventions
- “Explore >” / “Discover >” — the default forward-action verbs; the
>reinforces the momentum. - “Read the report” / “Watch the video” — content-action verbs matched to the asset.
- “Get in touch” / “Contact us” — Accenture’s preferred lead phrasing over “Request a demo”.
- “Explore careers >” — the recruiting CTA, always with the
>. - The system avoids “Click here”, “Buy now”, “Sign up free” — those read consumer, not consulting. Every primary CTA earns its trailing
>.
12. Dark Mode & Theming
Accenture is a dark-native brand — the near-black canvas with white type is the default, not a toggle. There is no separate “dark mode” to enable; the page ships dark. The deliberate inversions are the light bands — white editorial / research sections that exist for contrast and substance, not as a theme.
If a derivative work needs an explicit light theme (rather than the brand’s occasional white band), the recommended token swap is:
bg:#0a0a0a→#ffffffsurface:#141414→#f2f2f2text:#ffffff→#0a0a0atext-body:#e6e6e6→#262626text-muted:#a3a3a3→#525252border:#2e2e2e→#e0e0e0brand:#a600ff→#a600ff(unchanged — purple passes on both grounds; this is why the brand survives the inversion)link:#ffffff→#0a0a0a(link hover stays#a600ffon both)
Note the brand purple is theme-invariant — #a600ff clears the large-text/UI threshold on both #0a0a0a and #ffffff, which is exactly why Accenture can flip the canvas mid-page without changing its accent. The > mark and the purple pill are the continuity thread across both grounds.
13. Lineage & Influences
Accenture’s visual identity descends from the 2000 rebrand that split the firm from Andersen Consulting — the name “Accenture” (“accent on the future”) arrived with the lowercase logotype and the superscript-like > over the “t”, the original “always moving forward” mark. The 2020 refresh under Wolff Olins escalated that mark into the standalone purple > glyph and built the system around it, replacing earlier orange/purple gradient treatments with the single saturated #a600ff voltage and the “Let There Be Change” platform.
The dark-canvas, big-statement, single-accent approach sits in the lineage of premium agency and platform sites — the discipline of one electric color on near-black, the oversized declarative headline, the reductive single-glyph mark. It rejects the busy, link-dense, blue-and-white “reference catalog” register of older enterprise consulting sites in favor of editorial confidence. It borrows the restraint of Swiss-modernist single-accent systems while rejecting their lightness — Accenture keeps the discipline but moves it onto a dramatic dark ground. What it explicitly avoids: multiple competing brand colors, decorative gradients beyond the purple >, rounded-corner consumer softness, and the small-print density of legacy consultancy chrome.
Named influences:
- Wolff Olins — role: brand consultancy behind Accenture’s 2020 identity and the
>system. The single-glyph, single-color discipline is their signature. - Commercial Type / Graphik — role: foundry and typeface; Graphik is the neutral geometric grotesque carrying the entire hierarchy.
- Pentagram — role: lineage of reductive, single-mark corporate identities and editorial confidence that Accenture’s system draws on.
- IBM Carbon / Plex — role: peer enterprise identity; Accenture shares the single-accent, disciplined-system ethos but inverts the canvas to dark and rounds its corners.
- Stripe — role: peer premium-tech identity; shares the dark-hero, gradient-accent, big-statement register that Accenture applies to consulting.
14. Do’s and Don’ts
Do
- Start dark. Near-black
#0a0a0acanvas with white Graphik type is the default register — not a mode you opt into. - Use the
>mark as the signature. Beside the logotype, trailing every primary CTA, terminating “Read more >” links, and slashed across heroes. - Reserve
#a600ffpurple for the>, primary CTA, link hover, focus ring, chips, and the rare accent band. One voltage, used sparingly. - Set display bold (700) and body regular (400). The confident-then-calm contrast is the typographic engine.
- Use pill CTAs (
radius: 9999) and softly-rounded 12px cards. Round buttons, gently-rounded containers. - Carry card depth with ground lift (
#141414→#1c1c1c) and hairline strengthening, not heavy drop shadows on the dark ground. - Animate the
>— nudge it right ~3px on CTA hover with the emphasized curve. That forward motion is on-brand. - Use the white inversion for editorial / research bands, and keep the purple alive across the flip.
- Keep the purple focus ring (2px + halo) visible on every interactive element — a dark site loses focus state easily.
- Write short, declarative, executive-register headlines (“Reinvent with bold change”), not feature lists.
Don’t
- Don’t open on white as the default. The brand is dark-native; a white-canvas hero reads as a different company.
- Don’t introduce a second brand color. The system is grayscale + one purple — orange, blue, or green is drift.
- Don’t make the decorative
>the accessible name of a control. It’saria-hidden; the visible label carries the semantics. - Don’t set small white body text on the purple band —
#ffffffon#a600ffis only 3.9:1, fine for large/600 labels, failing for body. Enlarge or re-weight it. - Don’t bold the body or lighten the display — both collapse the weight contrast that defines the voice.
- Don’t square the CTAs. Accenture CTAs are full pills; flat-square buttons read as IBM, not Accenture.
- Don’t pile drop shadows on dark cards — they’re nearly invisible on near-black. Lift the ground instead.
- Don’t tint headlines purple to suggest importance. Hierarchy is weight + size; purple is for the
>, CTAs, and accents. - Don’t use “Click here”, “Buy now”, or “Sign up free” — they read consumer. Use “Explore >”, “Discover >”, “Get in touch”.
- Don’t drop the trailing
>from primary CTAs. The mark is the brand’s verb; a CTA without it is incomplete.
15. Agent Prompt Guide
Quick Color Reference
- Canvas:
#0a0a0a - Canvas Pure:
#000000 - Surface:
#141414 - Surface Hover:
#1c1c1c - Ink:
#ffffff - Body:
#e6e6e6 - Text Muted:
#a3a3a3 - Accenture Purple:
#a600ff - Brand Bright:
#be4bff - Border:
#2e2e2e
Example Component Prompts
- “Create a dark hero on
#0a0a0awith an 80px Graphik display headline at weight 700 and-0.03emtracking — ‘Let there be change’ — a white 18px Graphik subhead at weight 400, and a primary CTA that’s a fully-rounded purple#a600ffpill with a white 16px/600 label and a trailing>mark that nudges right on hover. Add a subtle oversized purple>slashed across the background. No second color.” - “Design a content card on
#141414with a 1px#2e2e2ehairline border and 12px corners, 24px padding. White 24px Graphik/600 title,#e6e6e6body, and a ghost ‘Read more >’ link where the>turns#a600ff. On hover, lift the ground to#1c1c1c, strengthen the border to#4d4d4d, and fade a small purple>into the bottom-right. No drop shadow at rest.” - “Build a CTA pair on dark: a primary purple
#a600ffpill (‘Explore careers >’, white label,radius: 9999, 14×28px padding) beside a secondary outlined white pill (‘Get in touch’) that inverts to a solid white fill with#0a0a0alabel on hover.” - “Create a white editorial inversion band:
#ffffffground,#0a0a0aheadline at 40px Graphik/700, dark body, and insight cards with a 1px#e0e0e0border and 12px corners. Keep the primary CTA as the same purple#a600ffpill — the purple must survive the flip.” - “Design a dark input:
#1c1c1cfill, 1px#2e2e2eborder, 8px corners, 12×16px padding,#6b6b6bplaceholder. On focus, swap to a 2px#a600ffborder with a softrgba(166,0,255,0.25)halo.” - “Build a pure-black footer (
#000000): logotype with a purple>top-left, multi-column link grid in#a3a3a3, column heads in white 14px/600, link lists in 14px/400 muted, and a fine-print legal row beneath. 64×32px padding.”
Iteration Guide
- Audit the canvas first. It should be near-black
#0a0a0a(or pure#000000on full-bleed hero). If the hero is white, it’s the wrong brand — flip it dark. - Audit the
>mark. Every primary CTA should end in>, the logotype should carry it, and “read more” links should trail it. If the>is missing, the entry isn’t Accenture yet. - Audit color sprawl. Only
#a600ff(and its bright/deep/soft variants) outside grayscale + semantic. Any orange, blue, or green is drift — strip it. - Audit display weight. Graphik display at 700 with tight negative tracking; body at 400. If a hero headline is lighter than 600 or the body is bold, fix the contrast.
- Audit corners. Pills (
9999) on every CTA and chip; soft 12px on cards. If buttons are square or sharp-cornered, round them to pills. - Audit shadows on dark. Heavy
box-shadowon near-black is invisible and off-brand — replace card depth with a ground lift (#141414→#1c1c1c) and a stronger border. - Audit purple-on-purple contrast. White body text on the purple band fails AA — either enlarge it to large-text/600 or move it off the band. Use
#be4bfffor small purple text on dark. - Honor the rhythm. Dark hero → capability cards on near-black → white research band → purple CTA band → pure-black footer. The cadence, and the moving
>, are the brand.
Theme-toggle audit: score=0, signals=[none]
Drop accenture into your project, then ship the actual sections in an afternoon.
1 · install design
npx @webdesignhot/design-md add accenture 2 · ship landing page
npx agentkit init --design accenture