light · sans · structured · data · analytics
DESIGN.md inspired by Amplitude
Light-canvas digital-analytics surface — IBM Plex Sans, grey #565656 body, black full-pill CTAs and a signature #1e61f0 blue.
By webdesignhot · amplitude.com ↗
$ npx @webdesignhot/design-md add amplitude
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Aave Ghost-soft DeFi — lavender #978fff on white, custom Aave Repro sans, pastel gradients in a usually-brutalist lending space. Accenture Dark hero, white Graphik, and one electric purple — the `>` greater-than mark made into a whole consulting brand. '#a600ff' is always moving forward. 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. Aesop Monochrome-warm apothecary — ivory canvas, charcoal type, Suisse Int'l set small, 0px corners. 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. Anytype Pure-black canvas, white ink, and a multi-color 'any' palette — a local-first, encrypted knowledge base that turns privacy into a colorful object. 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. Black Forest Labs Frontier-lab monochrome — stark white canvas, dark hero, near-black green-tint type, Instrument Sans at 500 throughout. 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. Captions Near-white studio canvas, an Exposure display, and a violet brand keyed off a full crayon-box of CSS color vars. Caraway Wholesome non-toxic-cookware DTC — Suisse Works serif on warm off-white, deep teal-green pill CTAs, pastel colorway palette. 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. Cloudflare Infrastructure-grade calm — white canvas, dark hero band, FT Kunst Grotesk, signature Cloudflare orange, full-pill CTAs. 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. Coda White-canvas productivity surface — Calibre display over Inter body, near-black UI with a single confident #0066ff blue and warm-cream callouts. CodeRabbit Near-black AI-review canvas — warm CodeRabbit orange accent, Plus Jakarta Sans, sharp 4px white CTAs. CodeSandbox Pale-lime electricity on a Cognition Research-lab monochrome — warm off-white, grotesk display, serif body, sharp 0px black. 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. Convex Warm cream canvas, near-black ink, GT America — a reactive backend that dresses like a broadsheet. 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. Craft Warm-white canvas, an Untitled Serif display over Untitled Sans body, near-black ink, and full-pill CTAs — a notes app dressed as a fine-press editorial. 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. dbt Labs dbt orange 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. Drizzle ORM Near-monochrome white canvas, dark #282b3b controls, and one signature lime-green serpent (#c5f74f) — a no-magic TypeScript ORM. 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. Glean White enterprise canvas, near-black indigo headlines, and one electric 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. Graza Squeeze-bottle olive-oil DTC — quirky GT Alpina Typewriter on peachy-cream, olive type, chartreuse-lime CTAs at 32px. 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. Harvey Counsel-grade dark — warm near-black canvas, custom serif display, ivory CTA, sharp 4px monochrome. 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. HeyGen Clean white canvas, ABC Solar Display headlines, and an electric-cyan #00c3ff CTA with black text — consumer-AI video, friendly and bright. 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. Inngest Durable workflows on a near-black canvas — Whyte display, muted gold CTAs, sharp 0px edges. Instacart Grocery-shopping-list practical — Instacart Sans on white, signature carrot green Intercom Cream canvas, near-black Saans display, and electric-cobalt 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. Lambda Near-black 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. Liquid Death Black canvas, condensed all-caps Acumin Pro, stark black-and-white — heavy-metal brutalism for canned water. 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. Loom White canvas, Charlie Display sans, and a confident Atlassian blue pill — async video that feels like a calm, friendly workspace. LottieFiles White-canvas animation studio — DM Sans display at 96px, Inter body, near-black text, one signature teal #019d91. 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 Frontier-research minimalism — white canvas, Aeonik display, Suisse Intl body, near-black ink, one radix-blue accent. 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. Mejuri Monochrome luxury — white canvas, near-black ink, Syndicat Grotesk small caps and a Simon Mono accent. The jewelry photography does all the color work. 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. Netlify White canvas, dark hero, Figtree-heavy 800 display — electric-teal pill CTAs, indigo links. 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. Our Place Warm-heritage cookware DTC — Cheltenham serif at light 300 on a cream canvas, terracotta SHOP NOW CTAs, Plaid body. 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. Penpot Open-source design-and-code platform — dark hero, Work Sans display, mint-green action surface on a white canvas. 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. Prisma White-paper canvas, navy ink, a single confident teal — the type-safe data layer dressed as documentation. 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 Relume Monochrome editorial — warm off-white, near-black, and oversized regular-weight display for an AI website builder. 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. Scale AI White canvas, Aeonik at a colossal 116px, black 8px CTAs, and a signature deep-to-light purple gradient (#5933b2 → 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. Sierra Calm enterprise-AI — light canvas, deep-green hero, GT America, full-pill CTAs. Signal Privacy-first messaging in `#3a76f0` Signal blue with Inter sans — minimal, ad-free, end-to-end-encrypted by default. SKIMS Nude-neutral minimal luxury — cream canvas, dark photographic hero, warm near-black #2d2a26, sharp 0px. 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. Spline Pure-black 3D-design canvas with electric-blue CTAs and a playful multi-color accent set — the browser becomes the viewport. 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. Stability AI A near-black studio floor where Archivo headlines run light and a single lavender pill carries the only colour. 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. Synthesia A white enterprise canvas where Basier Square headlines run near-black navy and a single indigo-blue pill carries every action. 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 — Temporal Near-black engineering canvas, Aeonik at hairline-light 300, signature indigo CTA — durable-execution gravity for distributed-systems people. 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. Tinybird Near-black developer canvas lit by one bright mint-green — managed ClickHouse with sharp, zero-radius CTAs. tldraw Casual whiteboard sketchy — hand-drawn UI primitives, dotted-grid canvas, and a soft pastel palette that wears its toy-like energy with confidence. Todoist Warm-white canvas, Graphik sans, signature Todoist-red CTA — a task manager that feels calm, friendly, and quietly productive. 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. Trigger.dev Background jobs in the dark — Satoshi on near-black, one electric lime for action. 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. Upstash Serverless data, daylight calm — a pale-grey canvas, deep green-black type, and one electric Upstash green. 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". Vapi Near-black developer canvas lit by a signature lime and a playful multi-color set — Avantt display at 80px over Season Sans body, cream text, r12 CTAs. 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. Vuori Coastal-California performance calm — Aktiv Grotesk on pure white, warm near-black `#333333` ink, restrained small type (28px h1), photography-led, sharp 0px corners. Premium-athletic that never raises its voice. 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. Windsurf Cream `#f6eede` canvas, dark heroes, Tomato Grotesk at light 300, sharp `#34e8bb` mint DOWNLOAD. 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. Wispr Flow Pale lemon-cream paper, EB Garamond at 120px, and a lavender download pill — voice dictation that dresses like a literary journal. 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. xAI White canvas, Universal Sans, a stark near-black pill, and warm-grey terminal panels — frontier minimalism. 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.
try on →
theme
mobile · 390 × 844
Tokens webdesignhot/0.1
- bg
#ffffff - bg-soft
#f7f8f9 - bg-cool
#f2f4f7 - surface
#ffffff - surface-hover
#f7f8f9 - bg-dark
#1a1f23 - bg-deep
#0c0e10 - text AAA · 7.3
#565656 - text-strong
#000000 - text-muted
#6e6e6e - text-soft
#8a8a8a - text-faint — · 2.4
#a8a8a8 - text-on-dark
#ffffff - text-on-dark-muted
#b4b8bc - brand AA · 5.2
#1e61f0 - brand-hover
#1850cf - brand-deep
#1543ad - brand-soft
#eaf0fe - brand-tint
rgba(30, 97, 240, 0.10) - link
#1e61f0 - link-hover
#1850cf - cta-black
#000000 - cta-black-hover
#1a1f23 - on-cta-black
#ffffff - on-brand
#ffffff - border — · 1.3
#e3e6ea - border-soft
#eef0f3 - border-strong — · 1.5
#cfd4da - border-dark
rgba(255,255,255,0.12) - success
#1f9d57 - warning
#c77700 - danger
#d33b3b - info
#1e61f0
Ship faster than ever.
display-hero IBM Plex Sans 72px w700 -0.03em
Ship faster than ever.
display-lg IBM Plex Sans 60px w700 -0.025em
Ship faster than ever.
h1 IBM Plex Sans 60px w700 -0.022em
Built for teams that ship.
h2 IBM Plex Sans 44px w600 -0.018em
The quick brown fox jumps over the lazy dog.
metric-value IBM Plex Sans 40px w700 -0.02em
A complete kit
h3 IBM Plex Sans 32px w600 -0.012em
The quick brown fox jumps over the lazy dog.
h4 IBM Plex Sans 24px w600 -0.006em
The quick brown fox jumps over the lazy dog.
h5 IBM Plex Sans 20px w600 0
The quick brown fox jumps over the lazy dog.
body-lg IBM Plex Sans 18px w400 0
The quick brown fox jumps over the lazy dog.
body IBM Plex Sans 16px w400 0
The quick brown fox jumps over the lazy dog.
body-medium IBM Plex Sans 16px w500 0
The quick brown fox jumps over the lazy dog.
body-sm IBM Plex Sans 14px w400 0
npx @webdesignhot/design-md add stripe
code-inline IBM Plex Mono 14px w400 0
OUR DESIGN SYSTEM
label IBM Plex Sans 13px w500 0.01em
npx @webdesignhot/design-md add stripe
code-block IBM Plex Mono 13px w400 0
OUR DESIGN SYSTEM
caption IBM Plex Sans 12px w500 0.02em
The quick brown fox jumps over the lazy dog.
eyebrow IBM Plex Sans 12px w600 0.08em
The quick brown fox jumps over the lazy dog.
chart-tick IBM Plex Mono 11px w500 0
- 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
- step-10 128px
- micro
2px - sm
4px - md
6px - button
6px - lg
8px - card
8px - xl
12px - 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 7/8 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 → —
- muted → text-muted
- border → border
- ring → brand
Amplitude''s marketing surface is a bright white-canvas analytics page that reads as a clean technical document rather than a branded campaign. The type system is **IBM Plex Sans** — the IBM-commissioned humanist grotesque designed by Mike Abbink and Bold Monday — which carries a neutral, engineering-credible register: it reads as "made by people who care about systems" rather than "made by a marketing team." Headlines hit 60px at weight 700 in black `#000`, body copy runs at a soft warm grey `#565656`, and the whole page stays monochrome until the signature `#1e61f0` blue appears as the interactive accent — the checkbox-checked colour, the link colour, the focus ring. The primary CTA inverts the usual SaaS playbook: rather than fill the button with brand blue, Amplitude ships a pure-black full-pill (`9999px`) "Get started", reserving the blue for smaller interactive moments. This is the discipline of a data product — colour is signal, not decoration. The black pill borrows the confident monochrome CTA from Vercel and Linear; the white-canvas density and structured feature grids echo Datadog and the broader observability-marketing playbook; and the choice of Plex over a proprietary face signals "open, technical, neutral" the way Datadog''s custom NationalWeb signals "enterprise-bespoke". The result is a surface that feels measured and quantitative — every chromatic decision earns its place, and the one bold colour is spent on the one thing that matters: the action the user is meant to take.
- Foundation typeface — humanist grotesque commissioned by IBM, neutral engineering register across display and body
- Monochrome black full-pill primary CTA, white-canvas restraint, single-accent discipline
- Adjacent data-product marketing — white canvas, structured feature grids, charts-as-proof density
- Tight-tracking 60px+ display headlines, near-monochrome palette with a single saturated accent
- Direct product-analytics competitor — useful contrast for how blue accent and metric-card register are deployed
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: Amplitude
tagline: 'Light-canvas digital-analytics surface — IBM Plex Sans, grey #565656 body, black full-pill CTAs and a signature #1e61f0 blue.'
updated_at: 2026-05-29T21:44:39.784Z
published_at: 2026-05-29T21:44:39.784Z
author: webdesignhot
source_url: https://amplitude.com
spec: webdesignhot/0.1
quality: curated
featured: false
categories: [saas, dev-tools]
tags: [light, sans, structured, data, analytics]
preview_swatch: ['#ffffff', '#1e61f0', '#000000']
related: [datadog, vercel, linear]
description: 'Amplitude''s marketing surface is a bright white-canvas analytics product page built on **IBM Plex Sans** — the IBM-commissioned humanist-grotesque that reads as engineering-neutral rather than branded. Body copy runs at a soft grey `#565656` over `#ffffff`, headlines hit 60px at weight 700, and the primary CTA is a pure-black full-pill (`9999px`) "Get started". The signature is a confident `#1e61f0` blue — the checkbox / interactive accent — applied with restraint against an otherwise monochrome black-and-grey type system. Structured, data-forward, and chromatically disciplined: a digital-analytics platform dressed as a clean technical document.'
# 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
muted: text-muted
border: border
ring: brand
colors:
bg: '#ffffff' # body canvas, paper white
bg-soft: '#f7f8f9' # secondary section band, faint cool tint
bg-cool: '#f2f4f7' # alternation band, slightly cooler
surface: '#ffffff' # raised card panel — white card on tinted band
surface-hover: '#f7f8f9' # subtle row / card hover state
bg-dark: '#1a1f23' # dark CTA / dark section band (Solutions CTA)
bg-deep: '#0c0e10' # deeper dark band, footer floor
text: '#565656' # primary body copy — soft warm grey
text-strong: '#000000' # headline-grade black (--color-text-primary)
text-muted: '#6e6e6e' # secondary copy, slightly lighter than body
text-soft: '#8a8a8a' # captions, metadata
text-faint: '#a8a8a8' # disabled, very low priority
text-on-dark: '#ffffff' # text on dark CTA / dark section
text-on-dark-muted: '#b4b8bc' # secondary text on dark
brand: '#1e61f0' # signature blue — interactive accent (--color-checkbox-checked)
brand-hover: '#1850cf' # pressed / hover state for blue surfaces
brand-deep: '#1543ad' # deepest variant, active state
brand-soft: '#eaf0fe' # tinted blue surface for callouts / selection
brand-tint: 'rgba(30, 97, 240, 0.10)' # ambient blue tint for focus rings
link: '#1e61f0' # links inherit brand blue
link-hover: '#1850cf'
cta-black: '#000000' # the primary "Get started" pill fill
cta-black-hover: '#1a1f23' # hover darkens toward dark-section grey
on-cta-black: '#ffffff'
on-brand: '#ffffff'
border: '#e3e6ea' # cool-grey hairline, default card edge
border-soft: '#eef0f3' # softer divider
border-strong: '#cfd4da' # emphasised divider, input borders
border-dark: 'rgba(255,255,255,0.12)' # divider on dark surfaces
success: '#1f9d57' # green for positive metric / trend up
warning: '#c77700' # amber for threshold / caution
danger: '#d33b3b' # red for error / trend down
info: '#1e61f0' # informational — maps to brand blue
typography:
display:
family: 'IBM Plex Sans, system-ui, -apple-system, "Segoe UI", Roboto, sans-serif'
weights: [500, 600, 700]
opentype-features: ['kern', 'liga']
body:
family: 'IBM Plex Sans, system-ui, -apple-system, "Segoe UI", Roboto, sans-serif'
weights: [400, 500, 600]
opentype-features: ['kern', 'liga']
mono:
family: 'IBM Plex Mono, ui-monospace, SFMono-Regular, "SF Mono", Menlo, monospace'
weights: [400, 500]
opentype-features: ['tnum', 'zero']
scale:
display-hero: { size: 72, weight: 700, lineHeight: 1.0, tracking: '-0.03em', family: display, opentype: 'default' }
display-lg: { size: 60, weight: 700, lineHeight: 1.05, tracking: '-0.025em', family: display, opentype: 'default' }
h1: { size: 60, weight: 700, lineHeight: 1.05, tracking: '-0.022em', family: display, opentype: 'default' }
h2: { size: 44, weight: 600, lineHeight: 1.1, tracking: '-0.018em', family: display, opentype: 'default' }
h3: { size: 32, weight: 600, lineHeight: 1.2, tracking: '-0.012em', family: display, opentype: 'default' }
h4: { size: 24, weight: 600, lineHeight: 1.25, tracking: '-0.006em', family: display, opentype: 'default' }
h5: { size: 20, weight: 600, lineHeight: 1.3, tracking: '0', family: body, opentype: 'default' }
body-lg: { size: 18, weight: 400, lineHeight: 1.55, tracking: '0', family: body, opentype: 'default' }
body: { size: 16, weight: 400, lineHeight: 1.55, tracking: '0', family: body, opentype: 'default' }
body-medium: { size: 16, weight: 500, lineHeight: 1.55, tracking: '0', family: body, opentype: 'default' }
body-sm: { size: 14, weight: 400, lineHeight: 1.5, tracking: '0', family: body, opentype: 'default' }
label: { size: 13, weight: 500, lineHeight: 1.4, tracking: '0.01em', family: body, opentype: 'default' }
caption: { size: 12, weight: 500, lineHeight: 1.4, tracking: '0.02em', family: body, opentype: 'default' }
eyebrow: { size: 12, weight: 600, lineHeight: 1.3, tracking: '0.08em', family: body, opentype: 'default', transform: uppercase }
code-inline: { size: 14, weight: 400, lineHeight: 1.5, tracking: '0', family: mono, opentype: 'tnum' }
code-block: { size: 13, weight: 400, lineHeight: 1.6, tracking: '0', family: mono, opentype: 'tnum' }
chart-tick: { size: 11, weight: 500, lineHeight: 1.2, tracking: '0', family: mono, opentype: 'tnum' }
metric-value: { size: 40, weight: 700, lineHeight: 1.0, tracking: '-0.02em', family: display, opentype: 'tnum' }
radius:
micro: 2
sm: 4
md: 6
lg: 8
xl: 12
card: 8
button: 6
pill: 9999
spacing:
base: 4
scale: [0, 4, 8, 12, 16, 24, 32, 48, 64, 96, 128]
layout:
page-width: 1280
prose-width: 720
feature-width: 1080
header-height: 64
gutter: 24
section: 96
components:
button-primary:
bg: '#000000'
text: '#ffffff'
padding: '12px 24px'
radius: 9999
font: 'IBM Plex Sans 15/600'
hover: 'bg #1a1f23'
use: 'Get started — black full-pill primary CTA'
button-dark:
bg: '#1a1f23'
text: '#ffffff'
padding: '12px 20px'
radius: 6
font: 'IBM Plex Sans 15/600'
hover: 'bg #0c0e10'
use: 'Amplitude Solutions → — dark 6px secondary, with arrow'
button-secondary:
bg: '#ffffff'
text: '#171717'
border: '1px solid #cfd4da'
padding: '12px 24px'
radius: 9999
font: 'IBM Plex Sans 15/600'
hover: 'bg #f7f8f9'
use: 'Sign Up — white outlined full-pill, paired with primary'
button-brand:
bg: '#1e61f0'
text: '#ffffff'
padding: '12px 24px'
radius: 9999
font: 'IBM Plex Sans 15/600'
hover: 'bg #1850cf'
use: 'rare blue-fill CTA on dark sections / in-product accents'
button-link:
bg: 'transparent'
text: '#1e61f0'
underline: 'on-hover'
use: 'inline link CTA, "Learn more →"'
card-feature:
bg: '#ffffff'
border: '1px solid #e3e6ea'
radius: 8
padding: '24px'
shadow: 'none'
use: 'feature grid card — hairline only, no shadow'
card-elevated:
bg: '#ffffff'
border: '1px solid #e3e6ea'
radius: 8
padding: '24px'
shadow: 'rgba(15,23,42,0.05) 0 8px 24px -6px'
use: 'pricing card, customer-quote card with subtle lift'
card-metric:
bg: '#ffffff'
border: '1px solid #e3e6ea'
radius: 8
padding: '20px'
use: 'KPI / stat card — large tnum metric value over grey label'
badge-tag:
bg: '#eaf0fe'
text: '#1543ad'
radius: 9999
padding: '2px 10px'
font: 'IBM Plex Sans 12/600'
input-text:
bg: '#ffffff'
border: '1px solid #cfd4da'
radius: 6
padding: '10px 14px'
height: 40
focus: '2px solid #1e61f0 + ring rgba(30,97,240,0.20)'
checkbox:
bg: '#ffffff'
border: '1px solid #cfd4da'
radius: 4
checked-bg: '#1e61f0'
checked-mark: '#ffffff'
use: 'the canonical blue accent surface (--color-checkbox-checked)'
nav-top:
bg: 'rgba(255,255,255,0.92)'
text: '#171717'
height: 64
border-bottom: '1px solid #e3e6ea'
backdrop: 'blur(12px)'
motion:
ease-standard: 'cubic-bezier(0.4, 0, 0.2, 1)'
ease-emphasized: 'cubic-bezier(0.2, 0, 0, 1)'
ease-decel: 'cubic-bezier(0.0, 0, 0.2, 1)'
duration-fast: 150
duration-standard: 240
duration-slow: 320
duration-chart: 400
reduced-motion: 'respects prefers-reduced-motion: reduce — chart redraws snap to final state, hover lifts collapse to opacity-only'
breakpoints:
mobile: 640
tablet: 1024
desktop: 1280
wide: 1536
shadows:
none: 'none'
whisper: 'rgba(15,23,42,0.04) 0 1px 2px'
ambient: 'rgba(15,23,42,0.05) 0 8px 24px -6px'
standard: 'rgba(15,23,42,0.08) 0 16px 40px -12px'
elevated: 'rgba(15,23,42,0.12) 0 28px 56px -16px'
ring: '0 0 0 2px rgba(30,97,240,0.40)'
accessibility:
contrast-text-on-bg: 7.0
contrast-strong-on-bg: 21.0
contrast-text-on-brand: 4.8
contrast-on-cta-black: 21.0
contrast-text-on-dark: 14.9
focus-ring: '2px solid #1e61f0 + 2px outer rgba(30,97,240,0.20)'
reduced-motion-honored: true
dark-mode: optional
lineage:
summary: |
Amplitude''s marketing surface is a bright white-canvas analytics page
that reads as a clean technical document rather than a branded campaign.
The type system is **IBM Plex Sans** — the IBM-commissioned humanist
grotesque designed by Mike Abbink and Bold Monday — which carries a
neutral, engineering-credible register: it reads as "made by people who
care about systems" rather than "made by a marketing team." Headlines
hit 60px at weight 700 in black `#000`, body copy runs at a soft warm
grey `#565656`, and the whole page stays monochrome until the signature
`#1e61f0` blue appears as the interactive accent — the checkbox-checked
colour, the link colour, the focus ring. The primary CTA inverts the
usual SaaS playbook: rather than fill the button with brand blue,
Amplitude ships a pure-black full-pill (`9999px`) "Get started",
reserving the blue for smaller interactive moments. This is the
discipline of a data product — colour is signal, not decoration. The
black pill borrows the confident monochrome CTA from Vercel and Linear;
the white-canvas density and structured feature grids echo Datadog and
the broader observability-marketing playbook; and the choice of Plex
over a proprietary face signals "open, technical, neutral" the way
Datadog''s custom NationalWeb signals "enterprise-bespoke". The result
is a surface that feels measured and quantitative — every chromatic
decision earns its place, and the one bold colour is spent on the one
thing that matters: the action the user is meant to take.
influences:
- name: IBM Plex (Bold Monday)
role: 'Foundation typeface — humanist grotesque commissioned by IBM, neutral engineering register across display and body'
url: https://www.ibm.com/plex/
- name: Vercel
role: 'Monochrome black full-pill primary CTA, white-canvas restraint, single-accent discipline'
url: https://vercel.com
- name: Datadog
role: 'Adjacent data-product marketing — white canvas, structured feature grids, charts-as-proof density'
url: https://www.datadoghq.com
- name: Linear
role: 'Tight-tracking 60px+ display headlines, near-monochrome palette with a single saturated accent'
url: https://linear.app
- name: Mixpanel
role: 'Direct product-analytics competitor — useful contrast for how blue accent and metric-card register are deployed'
url: https://mixpanel.com
---
## 1. Visual Theme & Atmosphere
Amplitude's marketing surface is a bright, white-canvas analytics page that reads like a well-set technical document. The body floor is pure `#ffffff` — no warm cream, no cool tilt — and the running copy sits at a soft warm grey `#565656`, a deliberately quiet body colour that keeps black reserved for the headlines. Display type hits 60px at weight 700 in true black `#000`, set in **IBM Plex Sans**, the IBM-commissioned humanist grotesque that carries a neutral, engineering-credible register. Nothing on the page shouts; the atmosphere is measured, quantitative, and self-assured.
The signature gesture is chromatic restraint. The page is almost entirely monochrome — black headlines, grey body, white surfaces, cool-grey hairlines — until a single confident blue, `#1e61f0`, appears as the interactive accent. That blue is the checkbox-checked colour, the link colour, the focus ring; it is *signal*, not decoration. Where consumer SaaS sprays accent colour across gradients and illustrations, Amplitude spends its one bold hue only where the user is meant to act or where state must read at a glance. This is the discipline of a data product: colour carries information, so it is rationed.
The primary call-to-action inverts the conventional SaaS move. Rather than fill the hero button with brand blue, Amplitude ships a pure-black full-pill (`9999px` radius) "Get started", paired with a white outlined pill "Sign Up" and a dark `#1a1f23` 6px "Amplitude Solutions →". The black pill is the confident monochrome CTA borrowed from the Vercel / Linear school; the blue stays in the wings. The pill geometry is the one soft, friendly note in an otherwise rectilinear system — buttons are fully rounded while cards and inputs keep tight 6–8px corners.
The overall mood is "clean instrument panel." The white canvas and structured feature grids echo the observability-marketing playbook (Datadog, New Relic), but Amplitude is lighter and quieter — fewer simultaneous chart series, more whitespace, more breathing room between sections. IBM Plex doing every text role reinforces the neutral, systems-minded feel: this is a tool made by people who care about how things are measured, presented without theatrics.
**Key Characteristics:**
- Pure-white `#ffffff` canvas — no warm or cool tilt, intentionally neutral
- Soft warm-grey `#565656` body copy with true-black `#000` headlines — a deliberate two-tone text hierarchy
- IBM Plex Sans handles every text role — humanist grotesque, engineering-neutral register
- 60px hero headlines at weight 700 with `-0.022em` tracking — confident without aggression
- Signature `#1e61f0` blue as the *only* accent — checkbox, link, focus ring; colour as signal, not decoration
- Black full-pill (`9999px`) primary CTA — monochrome confidence, blue held in reserve
- Pill buttons against tight 6–8px cards/inputs — a single soft note in a rectilinear system
- Hairline borders over shadows — depth from tonal contrast, not drop shadows
- Tabular figures on every metric and chart axis — quantitative discipline
- Data-forward, structured layout — feature grids and metric cards over hero illustration
## 2. Color Palette & Roles
### Primary
- **Canvas** (`#ffffff`): Paper-white page floor — no warm or cool tilt, intentionally neutral.
- **Text** (`#565656`): Primary body copy — a soft warm grey that keeps black reserved for headlines (live `rgb(86,86,86)`).
- **Brand** (`#1e61f0`): The signature interactive blue — checkbox-checked, links, focus ring, accent (live `--color-checkbox-checked`).
### Brand & Accent
- **Signal Blue** (`#1e61f0`): The one accent colour. Applied with restraint — links, the checkbox-checked state, focus rings, and rare blue-fill CTAs on dark sections. Never a dominant surface.
- **Brand Hover** (`#1850cf`): Pressed / hover state for any blue surface.
- **Brand Deep** (`#1543ad`): Deepest variant — active state, badge text on `brand-soft`.
- **Brand Soft** (`#eaf0fe`): Tinted blue surface for callouts, selection backgrounds, and tag fills.
- **Brand Tint** (`rgba(30,97,240,0.10)`): Ambient blue for focus-ring halos.
### Interactive
- **Link** = `#1e61f0` signal blue, no underline by default; underline appears on hover only.
- **Link Hover** = `#1850cf` darker blue.
- **CTA Primary** = `#000000` black full-pill — hover darkens toward `#1a1f23`.
- **CTA Dark** = `#1a1f23` dark grey 6px — hover to `#0c0e10`.
- **Active / Pressed** = `#1543ad` deep blue on blue surfaces; `#0c0e10` on dark surfaces.
- **Disabled** = opacity 50% on filled buttons; `#a8a8a8` text-faint on `#f7f8f9` for disabled labels.
- **Selected** = `#eaf0fe` brand-soft background with `#1543ad` text.
### Neutral Scale
`#ffffff` (Canvas) → `#f7f8f9` (Bg Soft) → `#f2f4f7` (Bg Cool) → `#eef0f3` (Border Soft) → `#e3e6ea` (Border) → `#cfd4da` (Border Strong) → `#a8a8a8` (Text Faint) → `#8a8a8a` (Text Soft) → `#6e6e6e` (Text Muted) → `#565656` (Text) → `#1a1f23` (Bg Dark) → `#0c0e10` (Bg Deep) → `#000000` (Text Strong / CTA Black).
The neutral scale is near-neutral with a barely-perceptible cool tint on the lightest bands (`#f7f8f9`, `#f2f4f7`) and a warm tilt on the body grey (`#565656`). The combination of warm-grey body and pure-black headlines is the most distinctive neutral choice — it produces a softer, more readable body register than a single near-black would.
### Surface & Borders
- **Bg Soft** (`#f7f8f9`): Secondary section background — light alternation band.
- **Bg Cool** (`#f2f4f7`): Slightly cooler alternation band for variety.
- **Surface** (`#ffffff`): Raised card panel — white card lifting off a tinted band.
- **Surface Hover** (`#f7f8f9`): Subtle hover state for cards and list rows.
- **Border** (`#e3e6ea`): Default cool-grey hairline. Used on every card edge.
- **Border Soft** (`#eef0f3`): Softer divider — lighter than default.
- **Border Strong** (`#cfd4da`): Emphasised divider, input borders, table rules.
- **Border Dark** (`rgba(255,255,255,0.12)`): Divider on dark surfaces.
### Dark Surfaces
- **Bg Dark** (`#1a1f23`): Dark CTA fill and dark section band — the "Amplitude Solutions" button colour.
- **Bg Deep** (`#0c0e10`): Deeper dark band, footer floor, pressed dark state.
### Shadow Colors
Amplitude prefers hairline borders and tonal layering to drop shadows. When shadows do appear they are neutral cool-grey (`rgba(15,23,42,...)`), never brand-tinted.
- **Whisper** (`rgba(15,23,42,0.04) 0 1px 2px`): Faintest elevation — metric cards.
- **Ambient** (`rgba(15,23,42,0.05) 0 8px 24px -6px`): Soft drop on pricing / quote cards.
- **Standard** (`rgba(15,23,42,0.08) 0 16px 40px -12px`): Dropdown menus, popovers.
- **Elevated** (`rgba(15,23,42,0.12) 0 28px 56px -16px`): Modal-grade lift.
### Semantic
- **Success** (`#1f9d57`): Green for positive metric / trend-up indicators.
- **Warning** (`#c77700`): Amber for thresholds and caution states.
- **Danger** (`#d33b3b`): Red for errors and trend-down indicators.
- **Info** (`#1e61f0`): Informational — maps to the brand blue.
## 3. Typography Rules
### Font Family
- **Display & Body** — `IBM Plex Sans`, fallback `system-ui, -apple-system, "Segoe UI", Roboto, sans-serif`. The IBM-commissioned humanist grotesque (Mike Abbink / Bold Monday) handles every text role on the marketing surface — display, body, UI, label, caption. (The probe's `Twemoji Country Flags` h1 font is an emoji-flag fallback artifact, not the real display face — Amplitude renders headlines in Plex Sans.)
- **Mono** — `IBM Plex Mono`, fallback `ui-monospace, SFMono-Regular, "SF Mono", Menlo, monospace`. The matching Plex Mono carries code samples, chart-axis values, and tabular metric readouts.
- **OpenType** — `kern` and `liga` default-on for text roles; `tnum` (tabular numerals) and `zero` (slashed zero) enabled on every numerical surface — chart axes, metric values, percentages.
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|------|------|-----:|-------:|------------:|---------------:|-------------|-------|
| display-hero | IBM Plex Sans | 72 | 700 | 1.0 | -0.03em | default | Oversize campaign hero |
| display-lg | IBM Plex Sans | 60 | 700 | 1.05 | -0.025em | default | Secondary hero |
| h1 | IBM Plex Sans | 60 | 700 | 1.05 | -0.022em | default | Homepage h1 — live 60px/700 |
| h2 | IBM Plex Sans | 44 | 600 | 1.1 | -0.018em | default | Section heads — live 44px/600 |
| h3 | IBM Plex Sans | 32 | 600 | 1.2 | -0.012em | default | Sub-section heads |
| h4 | IBM Plex Sans | 24 | 600 | 1.25 | -0.006em | default | Feature / card title |
| h5 | IBM Plex Sans | 20 | 600 | 1.3 | 0 | default | Inline emphasis head |
| body-lg | IBM Plex Sans | 18 | 400 | 1.55 | 0 | default | Hero subhead, large prose — live body 18px/400 |
| body | IBM Plex Sans | 16 | 400 | 1.55 | 0 | default | Default running text |
| body-medium | IBM Plex Sans | 16 | 500 | 1.55 | 0 | default | Inline emphasis |
| body-sm | IBM Plex Sans | 14 | 400 | 1.5 | 0 | default | Captions, table cells |
| label | IBM Plex Sans | 13 | 500 | 1.4 | +0.01em | default | Form labels, table headers |
| caption | IBM Plex Sans | 12 | 500 | 1.4 | +0.02em | default | Metadata, footnote |
| eyebrow | IBM Plex Sans | 12 | 600 | 1.3 | +0.08em | uppercase | Section eyebrow above headline |
| code-inline | IBM Plex Mono | 14 | 400 | 1.5 | 0 | tnum | Inline code in prose |
| code-block | IBM Plex Mono | 13 | 400 | 1.6 | 0 | tnum | Code samples |
| chart-tick | IBM Plex Mono | 11 | 500 | 1.2 | 0 | tnum | Chart axis values |
| metric-value | IBM Plex Sans | 40 | 700 | 1.0 | -0.02em | tnum | Large KPI number on stat cards |
### Principles
- **Single-typeface discipline** — IBM Plex Sans does every text role, with Plex Mono for code and figures. No editorial serif, no second display face. The unified Plex family reinforces the neutral, systems-minded register.
- **Two-tone text hierarchy** — Headlines in true black `#000`, body in soft grey `#565656`. The grey body is the distinctive choice: it keeps black reserved for emphasis and produces a calmer reading register than a single near-black.
- **Display weight 700, heads 600** — The 60px hero hits weight 700; section heads (44px) step down to 600. Confident without the display-bold theatrics of an 800/900 face.
- **Negative tracking scales with size** — `-0.03em` at the hero down to `0` at 16px. Tightening the display produces the engineered feel without crushing body legibility.
- **Body line-height 1.55** — Marketing-prose-friendly, calibrated for the homepage's long feature scrolls.
- **Tabular numerals everywhere numerical** — `tnum` is on for every metric card, chart axis, and percentage; slashed `zero` distinguishes from `O` in figures.
- **Plex Mono for code and figures** — The matching mono keeps the type voice unified rather than dropping to a generic system mono.
- **IBM Plex lineage** — Plex was commissioned by IBM (designed by Mike Abbink with Bold Monday) as an open, neutral corporate face. Its engineering-credible, non-proprietary register is exactly the signal a data-analytics brand wants.
## 4. Component Stylings
### Buttons
**`button-primary`** — The hero CTA. Background pure black `#000000`, white text, 12×24 padding, **full pill (`9999px`)**, IBM Plex Sans 15/600. Hover darkens to `#1a1f23`. Used on "Get started". The monochrome black pill is the brand's signature CTA — blue is deliberately *not* used here.
**`button-dark`** — Dark secondary. Background `#1a1f23`, white text, 12×20 padding, **6px radius** (note: not a pill), IBM Plex Sans 15/600, often with a trailing `→`. Hover to `#0c0e10`. Used on "Amplitude Solutions →".
**`button-secondary`** — White outlined pill. Background `#ffffff`, `#171717` text, 1px `#cfd4da` border, 12×24 padding, full pill, IBM Plex Sans 15/600. Hover background `#f7f8f9`. Used on "Sign Up", paired beside the black primary.
**`button-brand`** — Blue-fill pill. Background `#1e61f0`, white text, 12×24 padding, full pill, IBM Plex Sans 15/600. Hover to `#1850cf`. Used rarely — typically on dark sections where a black pill would disappear, or for in-product accents.
**`button-link`** — Inline link CTA. Text-only, `#1e61f0` brand blue, underline on hover. Used as "Learn more →" at the end of feature paragraphs.
### Cards
**`card-feature`** — White background, 1px `#e3e6ea` hairline, 8px radius, 24px padding, **no shadow**. Holds icon + title + body. The default card chrome; depth comes from the white card against a `#f7f8f9` band.
**`card-elevated`** — White background, 1px `#e3e6ea` hairline, 8px radius, 24px padding, soft `rgba(15,23,42,0.05) 0 8px 24px -6px` ambient shadow. Used on pricing tiers and customer-quote cards that benefit from a subtle lift.
**`card-metric`** — White background, 1px `#e3e6ea` hairline, 8px radius, 20px padding. Holds a large tabular `metric-value` (40/700, tnum) over a grey `body-sm` label. The quantitative proof card — "2.5x conversion lift", "40% faster insights".
### Badges & Tags
**`badge-tag`** — Background `#eaf0fe` (brand-soft), `#1543ad` text, full pill (9999px), 2×10 padding, IBM Plex Sans 12/600. Used for "New" / "Beta" / category tags.
**`badge-status-success`** — `rgba(31,157,87,0.12)` background, `#1f9d57` text, 4px radius. Positive / trend-up indicator.
**`badge-status-warning`** — `rgba(199,119,0,0.12)` background, `#c77700` text, 4px radius. Threshold / caution.
**`badge-status-danger`** — `rgba(211,59,59,0.12)` background, `#d33b3b` text, 4px radius. Error / trend-down.
### Inputs / Forms
**`input-text`** — White background, 1px `#cfd4da` border, 6px radius, 10×14 padding, 40px height. Focus → 2px `#1e61f0` border + 2px `rgba(30,97,240,0.20)` outer ring.
**`input-search`** — Same as input-text with a leading magnifying-glass icon, used on docs and integrations search.
**`checkbox`** — White 18px box, 1px `#cfd4da` border, 4px radius. **Checked state fills `#1e61f0`** with a white tick — this is the canonical brand-blue surface (`--color-checkbox-checked`), the single most literal use of the accent on the whole site.
**`select`** — White background, 1px `#cfd4da` border, 6px radius, downward chevron right. Opens to a list with row-hover `#f7f8f9`.
### Navigation
**`nav-top`** — 64px tall, `rgba(255,255,255,0.92)` with `backdrop-filter: blur(12px)`, 1px `#e3e6ea` bottom border. Amplitude wordmark left (in `#171717`, not blue), primary nav (Platform, Solutions, Resources, Pricing), right cluster (Sign Up white pill, "Get started" black pill primary).
**`nav-mega`** — Multi-column dropdown opens on hover for "Platform" and "Solutions". White surface, 8px radius, ambient shadow, multi-column grid of feature links with category eyebrows.
**`nav-side-docs`** — Left sidebar on docs pages. ~240px wide, `#fafafa` background, IBM Plex Sans 14/500 link list with indent for nested items; active item carries a `#1e61f0` left rule.
### Decorative
**`band-metric-callout`** — Numerical proof band. Background `#f7f8f9`, 96px vertical padding, 3-up grid of `metric-value` numbers in black `#000` with grey labels below — the quantitative density signal.
**`hero-band-dark`** — Rare full-bleed dark section (`#1a1f23`) used on campaign features. White text, blue-fill primary button, brand-blue accents on illustration.
## 5. Layout Principles
### Spacing System
- **Base unit**: 4px.
- **Tokens**: 0 / 4 / 8 / 12 / 16 / 24 / 32 / 48 / 64 / 96 / 128.
- **Section padding (vertical)**: 96px on marketing — generous breathing room, looser than Datadog's 80px density. Amplitude is the calmer, airier cousin of the observability playbook.
- **Card internal padding**: 24px default; 32px on pricing cards; 20px on dense metric cards.
### Grid & Container
- **Max content width**: 1280px centred — the standard modern-SaaS measure.
- **Editorial body**: 12-column grid with 24px gutters.
- **Hero**: text-centred or 6/6 split (copy left, product mock or metric cards right) on desktop. Feature sections alternate text-left / text-right for rhythm.
- **Prose width**: 720px max for long-form docs and blog copy — calibrated for ~75-character measure in Plex Sans.
### Whitespace Philosophy
Generous but not indulgent. The 96px section rhythm and ample inter-card gutters give the page room to breathe, which is the deliberate contrast to denser observability marketing — Amplitude wants each metric and feature to land singly rather than as a wall of data. Whitespace is the second restraint mechanism alongside colour: both are rationed to keep signal high.
### Section Cadence
White → soft band (`#f7f8f9`) → white → metric-callout band → white → dark CTA section (`#1a1f23`) → light footer. Tonal alternation creates implicit elevation without borders or heavy shadows. The dark section appears once per page, anchoring the final conversion gesture.
## 6. Shapes & Radius Scale
- **Micro** (2px) — inline tag highlights, pre-pill chips
- **Sm** (4px) — checkboxes, dense status badges
- **Md** (6px) — default input radius, dark secondary button
- **Lg** (8px) — cards, metric cards, popovers
- **Xl** (12px) — large callouts, hero cards
- **Pill** (9999px) — primary / secondary CTAs, tag chips, avatar placeholders
The defining tension is **pills for buttons, tight corners for everything else**. The primary "Get started" and secondary "Sign Up" CTAs are full pills (`9999px`), while cards land at 8px and inputs at 6px. This creates a clear two-family hierarchy: buttons are soft and friendly (invite the tap), containers are crisp and rectilinear (hold the data). The one exception is the dark "Amplitude Solutions →" button at 6px — a deliberately squarer secondary that reads as more "utility" than the pill primaries.
Compound radii appear on metric cards where a coloured header strip meets the card body — `8px 8px 0 0` on the strip, square where it meets the canvas.
## 7. Depth & Elevation
| Level | Treatment | Use |
|-------|-----------|-----|
| 0 Flat | No shadow | Body text, hero copy, nav, metric callout numbers |
| 1 Hairline | 1px `#e3e6ea` | Default card chrome — every feature card, every metric card |
| 2 Whisper | `rgba(15,23,42,0.04) 0 1px 2px` | Stat cards, micro-elevation hints |
| 3 Ambient | `rgba(15,23,42,0.05) 0 8px 24px -6px` | Pricing card lift, quote card |
| 4 Standard | `rgba(15,23,42,0.08) 0 16px 40px -12px` | Dropdown menus, popovers |
| 5 Elevated | `rgba(15,23,42,0.12) 0 28px 56px -16px` | Modal dialogs, command palette |
**Shadow Philosophy**: Hairlines first, shadows second. The default card uses a 1px `#e3e6ea` border with no shadow — depth comes from the white card's contrast against the `#f7f8f9` band. Shadows appear only when a surface must lift off a same-coloured surface (white card on white, modal on white). All shadows are neutral cool-grey (`rgba(15,23,42,...)`), never brand-tinted. The blue is reserved for action and state; it is never used as atmospheric tint.
## 8. Interaction & Motion ✨
### Easing Curves
- **Standard** — `cubic-bezier(0.4, 0, 0.2, 1)` for hover transitions, button state changes, card hover lifts
- **Emphasized** — `cubic-bezier(0.2, 0, 0, 1)` for chart redraws, modal entries, mega-nav reveals
- **Decel** — `cubic-bezier(0.0, 0, 0.2, 1)` for scroll-triggered fades entering view
### Duration Buckets
- **Fast** (150ms) — colour shifts, hover state changes
- **Standard** (240ms) — card hover lift, button press, dropdown open
- **Slow** (320ms) — modal entry, mega-nav reveal
- **Chart** (400ms) — metric chart series redraw, axis-tick updates
### Per-Component Micro-States
- **Button-primary hover** — `bg #000` → `#1a1f23` over 150ms standard ease. No translate, no shadow change.
- **Button-brand hover** — `bg #1e61f0` → `#1850cf` over 150ms standard.
- **Button-secondary hover** — `bg #ffffff` → `#f7f8f9` over 150ms; border stays `#cfd4da`.
- **Card-elevated hover** — shadow intensifies from ambient to standard over 240ms; no translate.
- **Checkbox check** — box fills `#1e61f0` and the tick draws in over 150ms standard ease.
- **Link hover** — colour `#1e61f0` → `#1850cf` over 150ms; underline grows from 0 to 1px.
- **Mega-nav** — hover-open after ~100ms delay; fade + 8px upward slide at 240ms emphasized ease.
### Page Transitions
No page-transition animation — navigations are immediate. Within-page anchor jumps use smooth scroll at ~600ms standard ease. Feature-section reveals on scroll use a fade + 16px upward slide at 400ms decel ease, triggered when ~20% of the section enters the viewport.
### Reduced Motion
Honours `prefers-reduced-motion: reduce`. All transitions collapse to opacity-only. Chart redraws snap to final state instead of animating series. Scroll-triggered reveals become immediate (no fade, no slide). Hover lifts collapse to colour-only changes.
## 9. Accessibility & A11y ✨
### Contrast Pairs
Computed against the live tokens (`bg #ffffff`, `text #565656`, `text-strong #000000`, `brand #1e61f0`):
- **Headline on bg** (`#000000` on `#ffffff`) = **21.0:1** (AAA at all sizes)
- **Body on bg** (`#565656` on `#ffffff`) = **7.0:1** (AAA at body sizes)
- **Text-muted on bg** (`#6e6e6e` on `#ffffff`) = **5.2:1** (AA at body sizes)
- **Brand on bg** (`#1e61f0` on `#ffffff`) = **4.8:1** (AA at body sizes, AAA at large) — links pass at 16px
- **White on brand** (`#ffffff` on `#1e61f0`) = **4.4:1** (AA at large / UI; pair with 15px+/600 button text)
- **White on CTA-black** (`#ffffff` on `#000000`) = **21.0:1** (AAA) — the primary pill is maximum contrast
- **White on bg-dark** (`#ffffff` on `#1a1f23`) = **14.9:1** (AAA)
- **Badge text on brand-soft** (`#1543ad` on `#eaf0fe`) = **6.6:1** (AAA)
Note the brand blue on white is `4.8:1` — comfortably AA for links and large/UI text, but blue body copy below 14px should be avoided; use `#1543ad` (brand-deep, ~7.4:1) where small blue text is unavoidable.
### Focus Indicators
2px solid `#1e61f0` brand-blue ring + 2px outer `rgba(30,97,240,0.20)` halo on every interactive element. Inputs swap their border colour to `#1e61f0` on focus rather than using a separate ring. Skip-to-content link visible on first Tab, anchored top-left of viewport.
### ARIA Patterns
- **Mega-nav** — `role="menu"` with `aria-haspopup` on top-level triggers, arrow-key nav within submenus
- **Search combobox** — `role="combobox"` with `aria-expanded`, `aria-controls`, `aria-activedescendant`
- **Modal dialog** — `role="dialog"` + `aria-modal="true"` + focus trap + `Escape` to close
- **Chart / metric cards** — `role="img"` with descriptive `aria-label` summarising the value; data table fallback in `<details>`
- **Tab patterns** — `role="tablist"` with arrow-key navigation, `aria-selected` on active tab
- **Checkbox** — native `<input type="checkbox">` or `role="checkbox"` with `aria-checked` reflecting the blue-fill state
### Keyboard Navigation
Standard tab order top-down, left-to-right. Arrow keys navigate within tab groups, mega-nav columns, and combobox options. `Escape` closes any open overlay. `Enter` / `Space` activate buttons and toggle checkboxes. Skip-to-content jumps past nav.
### Screen Reader Hints
- Metric / chart cards include a hidden `<table>` with the same numbers — readers get values, not just visuals.
- The wordmark glyph uses `aria-hidden="true"`; the wordmark text carries the label.
- Status badges include `aria-label` describing the state even when colour-coded.
### Reduced Motion
Honoured globally — see §8 for behaviour.
## 10. Responsive Behavior
| Breakpoint | Width | Key Changes |
|------------|------:|-------------|
| Mobile | < 640 | Top nav → hamburger; display-hero 60 → 34px; product mock / metric cards stack below copy; feature grid → 1-col; CTA pair stacks vertically |
| Tablet | 640–1024 | Top nav condenses, secondary nav behind "More"; metric cards 2-up; feature grid → 2-col |
| Desktop | 1024–1280 | Hero 6/6 split; feature grids 3-up; metric callout 3-up |
| Wide | 1280–1536 | Full layout; feature grids 3–4-up; mockups full-fidelity |
### Touch Targets
Primary CTA pills 44 × 44px minimum. Metric-card tap regions span the full card. Compliance footnote text (12px) is non-interactive and never used as a tap target.
### Collapsing Strategy
- **Top nav** → hamburger sheet at mobile; mega-nav columns flatten to accordion
- **Hero** → copy + mock stack vertically; metric cards reflow to a single column
- **Feature grid** → 3-up → 2-up → 1-up
- **Metric callout** → 3-up → 1-col, values stay tabular
- **Pricing tiers** → 3-up → 1-col (recommended tier first)
- **Footer** → multi-col link grid → 2-col → accordion sections
### Image Behavior
Product mocks ship as responsive PNG with WebP fallback at 1x and 2x. Logos are SVG with explicit `aria-label`. Hero illustrations are SVG with `max-width` constraints — no `width: 100%` without a cap, to prevent over-scaling on ultra-wide.
### Container Queries
Used on metric cards — the large `metric-value` steps down a tier when the card's container falls below ~240px so the tabular figure never clips. Feature cards adjust internal padding from 24px (wide) to 16px (narrow) via container query.
## 11. Content & Voice ✨
### Tone
Amplitude's voice is **quantitative and credible** — it speaks in measurable outcomes ("understand what drives growth", "turn product data into decisions") rather than hype. The register is technically literate but plain-spoken: it avoids both crypto-finance bombast and legacy-enterprise jargon. Claims are anchored to numbers; the brand speaks as an instrument, not a personality.
### Microcopy Patterns
- **Button verbs** — "Get started", "Sign Up", "Get a demo", "View pricing". Action-oriented imperatives.
- **Section eyebrows** — uppercase 12/600 +0.08em — "PRODUCT ANALYTICS", "EXPERIMENTATION", "CDP". The eyebrow names the category before the headline names the value.
- **Error messages** — direct, no apology theatrics. "We couldn't load that report. Retry or [contact support]." with a retry CTA.
- **Empty states** — instructional. "No events tracked yet. [Install the SDK]" with the action linked inline.
- **Success confirmations** — minimal. "Saved." with a checkmark — no celebration toast.
### CTA Verb Conventions
- **Primary action** — "Get started" (the black pill, top and bottom of page)
- **Secondary** — "Sign Up", "Get a demo", "Learn more →"
- **Tertiary** — "Read the docs", "View on GitHub", "See pricing"
- Amplitude prefers "Get started" over "Sign up" on the primary — it signals self-service before the form appears.
### Empty States
"No data yet" patterns explain why and what to do next: "No events have streamed from your app yet. Install the Amplitude SDK — [quickstart guide]." Empty states never apologise; they instruct toward the next quantitative step.
## 12. Dark Mode & Theming ✨
Amplitude's marketing surface is **light-default** with rare full-bleed dark section punctuation (`#1a1f23`). The in-product analytics app supports a full dark theme (out of scope for this marketing-surface document).
For dark section punctuation, the token swap is minimal:
- `bg` → `#1a1f23`
- `text` → `#ffffff`
- `text-muted` → `#b4b8bc`
- `border` → `rgba(255,255,255,0.12)`
- Brand blue `#1e61f0` stays unchanged — it reads cleanly on both white and dark backgrounds
- On dark sections the primary CTA switches from black-pill to **blue-fill pill** (`button-brand`), since a black pill would vanish against `#1a1f23`
- Cards on dark sections use a `#0c0e10` background with `rgba(255,255,255,0.12)` border
Amplitude's marketing site does not implement a user-toggleable dark theme — the dark sections are content-driven, not preference-driven.
## 13. Lineage & Influences
Amplitude's marketing surface is a bright white-canvas analytics page that reads as a clean technical document rather than a branded campaign. The type system is **IBM Plex Sans** — the IBM-commissioned humanist grotesque designed by Mike Abbink with Bold Monday — which carries a neutral, engineering-credible register: it reads as "made by people who care about systems" rather than "made by a marketing team." Headlines hit 60px at weight 700 in black `#000`, body copy runs at a soft warm grey `#565656`, and the whole page stays monochrome until the signature `#1e61f0` blue appears as the interactive accent — the checkbox-checked colour, the link colour, the focus ring. Colour is signal, not decoration.
What it borrows: the monochrome black full-pill primary CTA and single-accent restraint from Vercel and Linear; the white-canvas density and structured feature grids from the observability-marketing playbook (Datadog, New Relic); and the choice of a neutral, open typeface (Plex rather than a proprietary face) to signal "technical, open, systems-minded" — the inverse of Datadog's bespoke NationalWeb but the same underlying goal of typographic credibility. What it rejects: gradient hero treatments, glass-morphism and neumorphism, accent-colour-as-surface (blue is action and state, never atmosphere), warm-cream canvases, and the data-overload density of a Bloomberg-terminal — Amplitude keeps fewer simultaneous chart series and more whitespace so each metric lands singly.
**Influences:**
- **IBM Plex (Bold Monday)** — Foundation typeface; humanist grotesque commissioned by IBM for a neutral engineering register. https://www.ibm.com/plex/
- **Vercel** — Monochrome black full-pill primary CTA, white-canvas restraint, single-accent discipline. https://vercel.com
- **Datadog** — Adjacent data-product marketing; white canvas, structured feature grids, charts-as-proof. https://www.datadoghq.com
- **Linear** — Tight-tracking 60px+ display headlines, near-monochrome palette with one saturated accent. https://linear.app
- **Mixpanel** — Direct product-analytics competitor; contrast for how blue accent and metric cards are deployed. https://mixpanel.com
## 14. Do's and Don'ts
### Do
- Keep `#1e61f0` blue as the *only* accent — links, checkbox-checked, focus ring; spend it where the user acts or where state must read
- Ship the primary CTA as a **black** full-pill (`#000` / `9999px`) — the monochrome confidence is the signature
- Set body copy at the soft grey `#565656` and reserve true black `#000` for headlines
- Use IBM Plex Sans for every text role, Plex Mono for code and figures
- Hold the two-family radius hierarchy: pills for buttons, 6–8px for cards / inputs
- Anchor sections at 96px vertical padding — airier than Datadog, room for each metric to land
- Use `tnum` and `zero` OpenType features on every metric, axis, and percentage
- Layer white cards on `#f7f8f9` bands for implicit elevation — hairline border, no shadow by default
- Keep shadows neutral cool-grey — never blue-tinted
- Switch the primary CTA to the blue-fill pill only on dark sections, where black would vanish
### Don't
- Don't fill the primary CTA with brand blue on light sections — black is the standard primary
- Don't use blue as a background or atmospheric tint — it is action and state, never surface
- Don't set body copy in pure black — the `#565656` grey body is the calmer, intended register
- Don't introduce a second display typeface or an editorial serif — Plex does every role
- Don't warm the white canvas with a cream tilt — the canvas is neutral `#ffffff`
- Don't add gradient hero treatments, glass-morphism, or neumorphism — the system stays flat
- Don't square off the CTA buttons — the full pill is the friendly note in a rectilinear system
- Don't run blue body text below 14px on white (4.8:1) — use `#1543ad` brand-deep for small blue text
- Don't crowd the page with simultaneous chart series — fewer series, more whitespace is the Amplitude register
- Don't drop to a generic system mono — Plex Mono keeps the type voice unified
## 15. Agent Prompt Guide
### Quick Color Reference
- Brand (accent blue): `#1e61f0`
- Brand hover: `#1850cf`
- Brand deep (small blue text): `#1543ad`
- Headline / strong text: `#000000`
- Body text (grey): `#565656`
- Body bg (canvas): `#ffffff`
- Section band: `#f7f8f9`
- CTA black (primary pill): `#000000`
- Dark section / dark button: `#1a1f23`
- Border (hairline): `#e3e6ea`
### Example Component Prompts
- "Create an Amplitude hero band: white `#ffffff` background, 60px IBM Plex Sans weight 700 headline with `-0.022em` tracking in black `#000`, body-large 18/400 sub in grey `#565656`, primary CTA a **black full-pill** (`#000`, `9999px`, 12×24, white 15/600) reading `Get started`, secondary white outlined pill (`1px #cfd4da` border, `#171717` text) reading `Sign Up`."
- "Design a metric card: white bg, 1px `#e3e6ea` border, 8px radius, 20px padding. Large tabular metric value (40px IBM Plex Sans weight 700, `tnum`) in black `#000` reading `2.5x`, grey `#565656` 14px label below reading `conversion lift`. No shadow — hairline only."
- "Build a feature grid band: `#f7f8f9` bg, 96px vertical padding, 3-column grid of white feature cards (1px `#e3e6ea`, 8px radius, 24px padding). Each card: blue `#1e61f0` icon, h4 24/600 black title, body 16/400 grey copy, `Learn more →` link in `#1e61f0`."
- "Compose a checkbox + form row: white `input-text` (1px `#cfd4da`, 6px radius, 40px tall), and an 18px checkbox that fills `#1e61f0` with a white tick when checked. Focus state: 2px `#1e61f0` border + 2px `rgba(30,97,240,0.20)` ring."
- "Render a dark CTA section: full-bleed `#1a1f23` bg, 96px section padding, 44px IBM Plex Sans weight 600 white headline, body-large `#b4b8bc` sub, primary CTA a **blue-fill pill** (`#1e61f0`, `9999px`) reading `Get started` (black would vanish here)."
- "Draw a pricing tier card: white bg, 1px `#e3e6ea` border, 8px radius, 32px padding, ambient `rgba(15,23,42,0.05) 0 8px 24px -6px` shadow. Tier name in eyebrow `+0.08em` uppercase grey, price in 40px Plex Sans 700 `tnum` black, feature checklist in 16/400 grey with `#1f9d57` checkmarks, CTA black full-pill."
### Iteration Guide
1. Start with the white `#ffffff` canvas and IBM Plex Sans at 60/700/`-0.022em` in black — that's the brand register.
2. Set body copy to grey `#565656`, not black. The two-tone text hierarchy (black heads, grey body) is the calm, readable signature.
3. Make the primary CTA a **black** full-pill. If your design has a blue primary on a light section, recolour it black and demote the blue to links / focus / checkbox.
4. Spend `#1e61f0` blue only on interaction and state — links, focus ring, checkbox-checked, blue-fill CTAs on dark sections. Never as a background.
5. Hold the radius split: pills (`9999px`) for buttons, 6–8px for cards and inputs. If everything is rounded the same amount, you've lost the two-family hierarchy.
6. Cards default to 8px radius with a `#e3e6ea` hairline and no shadow. Reach for shadow only on lifted surfaces (pricing, modal).
7. Section padding 96px vertical — airier than Datadog's 80. If it feels cramped, you're drifting toward observability-density territory.
8. Put `tnum` and `zero` on every metric, axis, and percentage — quantitative discipline is the whole point of an analytics brand.
1. Visual Theme & Atmosphere
Amplitude’s marketing surface is a bright, white-canvas analytics page that reads like a well-set technical document. The body floor is pure #ffffff — no warm cream, no cool tilt — and the running copy sits at a soft warm grey #565656, a deliberately quiet body colour that keeps black reserved for the headlines. Display type hits 60px at weight 700 in true black #000, set in IBM Plex Sans, the IBM-commissioned humanist grotesque that carries a neutral, engineering-credible register. Nothing on the page shouts; the atmosphere is measured, quantitative, and self-assured.
The signature gesture is chromatic restraint. The page is almost entirely monochrome — black headlines, grey body, white surfaces, cool-grey hairlines — until a single confident blue, #1e61f0, appears as the interactive accent. That blue is the checkbox-checked colour, the link colour, the focus ring; it is signal, not decoration. Where consumer SaaS sprays accent colour across gradients and illustrations, Amplitude spends its one bold hue only where the user is meant to act or where state must read at a glance. This is the discipline of a data product: colour carries information, so it is rationed.
The primary call-to-action inverts the conventional SaaS move. Rather than fill the hero button with brand blue, Amplitude ships a pure-black full-pill (9999px radius) “Get started”, paired with a white outlined pill “Sign Up” and a dark #1a1f23 6px “Amplitude Solutions →”. The black pill is the confident monochrome CTA borrowed from the Vercel / Linear school; the blue stays in the wings. The pill geometry is the one soft, friendly note in an otherwise rectilinear system — buttons are fully rounded while cards and inputs keep tight 6–8px corners.
The overall mood is “clean instrument panel.” The white canvas and structured feature grids echo the observability-marketing playbook (Datadog, New Relic), but Amplitude is lighter and quieter — fewer simultaneous chart series, more whitespace, more breathing room between sections. IBM Plex doing every text role reinforces the neutral, systems-minded feel: this is a tool made by people who care about how things are measured, presented without theatrics.
Key Characteristics:
- Pure-white
#ffffffcanvas — no warm or cool tilt, intentionally neutral - Soft warm-grey
#565656body copy with true-black#000headlines — a deliberate two-tone text hierarchy - IBM Plex Sans handles every text role — humanist grotesque, engineering-neutral register
- 60px hero headlines at weight 700 with
-0.022emtracking — confident without aggression - Signature
#1e61f0blue as the only accent — checkbox, link, focus ring; colour as signal, not decoration - Black full-pill (
9999px) primary CTA — monochrome confidence, blue held in reserve - Pill buttons against tight 6–8px cards/inputs — a single soft note in a rectilinear system
- Hairline borders over shadows — depth from tonal contrast, not drop shadows
- Tabular figures on every metric and chart axis — quantitative discipline
- Data-forward, structured layout — feature grids and metric cards over hero illustration
2. Color Palette & Roles
Primary
- Canvas (
#ffffff): Paper-white page floor — no warm or cool tilt, intentionally neutral. - Text (
#565656): Primary body copy — a soft warm grey that keeps black reserved for headlines (livergb(86,86,86)). - Brand (
#1e61f0): The signature interactive blue — checkbox-checked, links, focus ring, accent (live--color-checkbox-checked).
Brand & Accent
- Signal Blue (
#1e61f0): The one accent colour. Applied with restraint — links, the checkbox-checked state, focus rings, and rare blue-fill CTAs on dark sections. Never a dominant surface. - Brand Hover (
#1850cf): Pressed / hover state for any blue surface. - Brand Deep (
#1543ad): Deepest variant — active state, badge text onbrand-soft. - Brand Soft (
#eaf0fe): Tinted blue surface for callouts, selection backgrounds, and tag fills. - Brand Tint (
rgba(30,97,240,0.10)): Ambient blue for focus-ring halos.
Interactive
- Link =
#1e61f0signal blue, no underline by default; underline appears on hover only. - Link Hover =
#1850cfdarker blue. - CTA Primary =
#000000black full-pill — hover darkens toward#1a1f23. - CTA Dark =
#1a1f23dark grey 6px — hover to#0c0e10. - Active / Pressed =
#1543addeep blue on blue surfaces;#0c0e10on dark surfaces. - Disabled = opacity 50% on filled buttons;
#a8a8a8text-faint on#f7f8f9for disabled labels. - Selected =
#eaf0febrand-soft background with#1543adtext.
Neutral Scale
#ffffff (Canvas) → #f7f8f9 (Bg Soft) → #f2f4f7 (Bg Cool) → #eef0f3 (Border Soft) → #e3e6ea (Border) → #cfd4da (Border Strong) → #a8a8a8 (Text Faint) → #8a8a8a (Text Soft) → #6e6e6e (Text Muted) → #565656 (Text) → #1a1f23 (Bg Dark) → #0c0e10 (Bg Deep) → #000000 (Text Strong / CTA Black).
The neutral scale is near-neutral with a barely-perceptible cool tint on the lightest bands (#f7f8f9, #f2f4f7) and a warm tilt on the body grey (#565656). The combination of warm-grey body and pure-black headlines is the most distinctive neutral choice — it produces a softer, more readable body register than a single near-black would.
Surface & Borders
- Bg Soft (
#f7f8f9): Secondary section background — light alternation band. - Bg Cool (
#f2f4f7): Slightly cooler alternation band for variety. - Surface (
#ffffff): Raised card panel — white card lifting off a tinted band. - Surface Hover (
#f7f8f9): Subtle hover state for cards and list rows. - Border (
#e3e6ea): Default cool-grey hairline. Used on every card edge. - Border Soft (
#eef0f3): Softer divider — lighter than default. - Border Strong (
#cfd4da): Emphasised divider, input borders, table rules. - Border Dark (
rgba(255,255,255,0.12)): Divider on dark surfaces.
Dark Surfaces
- Bg Dark (
#1a1f23): Dark CTA fill and dark section band — the “Amplitude Solutions” button colour. - Bg Deep (
#0c0e10): Deeper dark band, footer floor, pressed dark state.
Shadow Colors
Amplitude prefers hairline borders and tonal layering to drop shadows. When shadows do appear they are neutral cool-grey (rgba(15,23,42,...)), never brand-tinted.
- Whisper (
rgba(15,23,42,0.04) 0 1px 2px): Faintest elevation — metric cards. - Ambient (
rgba(15,23,42,0.05) 0 8px 24px -6px): Soft drop on pricing / quote cards. - Standard (
rgba(15,23,42,0.08) 0 16px 40px -12px): Dropdown menus, popovers. - Elevated (
rgba(15,23,42,0.12) 0 28px 56px -16px): Modal-grade lift.
Semantic
- Success (
#1f9d57): Green for positive metric / trend-up indicators. - Warning (
#c77700): Amber for thresholds and caution states. - Danger (
#d33b3b): Red for errors and trend-down indicators. - Info (
#1e61f0): Informational — maps to the brand blue.
3. Typography Rules
Font Family
- Display & Body —
IBM Plex Sans, fallbacksystem-ui, -apple-system, "Segoe UI", Roboto, sans-serif. The IBM-commissioned humanist grotesque (Mike Abbink / Bold Monday) handles every text role on the marketing surface — display, body, UI, label, caption. (The probe’sTwemoji Country Flagsh1 font is an emoji-flag fallback artifact, not the real display face — Amplitude renders headlines in Plex Sans.) - Mono —
IBM Plex Mono, fallbackui-monospace, SFMono-Regular, "SF Mono", Menlo, monospace. The matching Plex Mono carries code samples, chart-axis values, and tabular metric readouts. - OpenType —
kernandligadefault-on for text roles;tnum(tabular numerals) andzero(slashed zero) enabled on every numerical surface — chart axes, metric values, percentages.
Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|---|---|---|---|---|---|---|---|
| display-hero | IBM Plex Sans | 72 | 700 | 1.0 | -0.03em | default | Oversize campaign hero |
| display-lg | IBM Plex Sans | 60 | 700 | 1.05 | -0.025em | default | Secondary hero |
| h1 | IBM Plex Sans | 60 | 700 | 1.05 | -0.022em | default | Homepage h1 — live 60px/700 |
| h2 | IBM Plex Sans | 44 | 600 | 1.1 | -0.018em | default | Section heads — live 44px/600 |
| h3 | IBM Plex Sans | 32 | 600 | 1.2 | -0.012em | default | Sub-section heads |
| h4 | IBM Plex Sans | 24 | 600 | 1.25 | -0.006em | default | Feature / card title |
| h5 | IBM Plex Sans | 20 | 600 | 1.3 | 0 | default | Inline emphasis head |
| body-lg | IBM Plex Sans | 18 | 400 | 1.55 | 0 | default | Hero subhead, large prose — live body 18px/400 |
| body | IBM Plex Sans | 16 | 400 | 1.55 | 0 | default | Default running text |
| body-medium | IBM Plex Sans | 16 | 500 | 1.55 | 0 | default | Inline emphasis |
| body-sm | IBM Plex Sans | 14 | 400 | 1.5 | 0 | default | Captions, table cells |
| label | IBM Plex Sans | 13 | 500 | 1.4 | +0.01em | default | Form labels, table headers |
| caption | IBM Plex Sans | 12 | 500 | 1.4 | +0.02em | default | Metadata, footnote |
| eyebrow | IBM Plex Sans | 12 | 600 | 1.3 | +0.08em | uppercase | Section eyebrow above headline |
| code-inline | IBM Plex Mono | 14 | 400 | 1.5 | 0 | tnum | Inline code in prose |
| code-block | IBM Plex Mono | 13 | 400 | 1.6 | 0 | tnum | Code samples |
| chart-tick | IBM Plex Mono | 11 | 500 | 1.2 | 0 | tnum | Chart axis values |
| metric-value | IBM Plex Sans | 40 | 700 | 1.0 | -0.02em | tnum | Large KPI number on stat cards |
Principles
- Single-typeface discipline — IBM Plex Sans does every text role, with Plex Mono for code and figures. No editorial serif, no second display face. The unified Plex family reinforces the neutral, systems-minded register.
- Two-tone text hierarchy — Headlines in true black
#000, body in soft grey#565656. The grey body is the distinctive choice: it keeps black reserved for emphasis and produces a calmer reading register than a single near-black. - Display weight 700, heads 600 — The 60px hero hits weight 700; section heads (44px) step down to 600. Confident without the display-bold theatrics of an 800/900 face.
- Negative tracking scales with size —
-0.03emat the hero down to0at 16px. Tightening the display produces the engineered feel without crushing body legibility. - Body line-height 1.55 — Marketing-prose-friendly, calibrated for the homepage’s long feature scrolls.
- Tabular numerals everywhere numerical —
tnumis on for every metric card, chart axis, and percentage; slashedzerodistinguishes fromOin figures. - Plex Mono for code and figures — The matching mono keeps the type voice unified rather than dropping to a generic system mono.
- IBM Plex lineage — Plex was commissioned by IBM (designed by Mike Abbink with Bold Monday) as an open, neutral corporate face. Its engineering-credible, non-proprietary register is exactly the signal a data-analytics brand wants.
4. Component Stylings
Buttons
button-primary — The hero CTA. Background pure black #000000, white text, 12×24 padding, full pill (9999px), IBM Plex Sans 15/600. Hover darkens to #1a1f23. Used on “Get started”. The monochrome black pill is the brand’s signature CTA — blue is deliberately not used here.
button-dark — Dark secondary. Background #1a1f23, white text, 12×20 padding, 6px radius (note: not a pill), IBM Plex Sans 15/600, often with a trailing →. Hover to #0c0e10. Used on “Amplitude Solutions →”.
button-secondary — White outlined pill. Background #ffffff, #171717 text, 1px #cfd4da border, 12×24 padding, full pill, IBM Plex Sans 15/600. Hover background #f7f8f9. Used on “Sign Up”, paired beside the black primary.
button-brand — Blue-fill pill. Background #1e61f0, white text, 12×24 padding, full pill, IBM Plex Sans 15/600. Hover to #1850cf. Used rarely — typically on dark sections where a black pill would disappear, or for in-product accents.
button-link — Inline link CTA. Text-only, #1e61f0 brand blue, underline on hover. Used as “Learn more →” at the end of feature paragraphs.
Cards
card-feature — White background, 1px #e3e6ea hairline, 8px radius, 24px padding, no shadow. Holds icon + title + body. The default card chrome; depth comes from the white card against a #f7f8f9 band.
card-elevated — White background, 1px #e3e6ea hairline, 8px radius, 24px padding, soft rgba(15,23,42,0.05) 0 8px 24px -6px ambient shadow. Used on pricing tiers and customer-quote cards that benefit from a subtle lift.
card-metric — White background, 1px #e3e6ea hairline, 8px radius, 20px padding. Holds a large tabular metric-value (40/700, tnum) over a grey body-sm label. The quantitative proof card — “2.5x conversion lift”, “40% faster insights”.
Badges & Tags
badge-tag — Background #eaf0fe (brand-soft), #1543ad text, full pill (9999px), 2×10 padding, IBM Plex Sans 12/600. Used for “New” / “Beta” / category tags.
badge-status-success — rgba(31,157,87,0.12) background, #1f9d57 text, 4px radius. Positive / trend-up indicator.
badge-status-warning — rgba(199,119,0,0.12) background, #c77700 text, 4px radius. Threshold / caution.
badge-status-danger — rgba(211,59,59,0.12) background, #d33b3b text, 4px radius. Error / trend-down.
Inputs / Forms
input-text — White background, 1px #cfd4da border, 6px radius, 10×14 padding, 40px height. Focus → 2px #1e61f0 border + 2px rgba(30,97,240,0.20) outer ring.
input-search — Same as input-text with a leading magnifying-glass icon, used on docs and integrations search.
checkbox — White 18px box, 1px #cfd4da border, 4px radius. Checked state fills #1e61f0 with a white tick — this is the canonical brand-blue surface (--color-checkbox-checked), the single most literal use of the accent on the whole site.
select — White background, 1px #cfd4da border, 6px radius, downward chevron right. Opens to a list with row-hover #f7f8f9.
Navigation
nav-top — 64px tall, rgba(255,255,255,0.92) with backdrop-filter: blur(12px), 1px #e3e6ea bottom border. Amplitude wordmark left (in #171717, not blue), primary nav (Platform, Solutions, Resources, Pricing), right cluster (Sign Up white pill, “Get started” black pill primary).
nav-mega — Multi-column dropdown opens on hover for “Platform” and “Solutions”. White surface, 8px radius, ambient shadow, multi-column grid of feature links with category eyebrows.
nav-side-docs — Left sidebar on docs pages. ~240px wide, #fafafa background, IBM Plex Sans 14/500 link list with indent for nested items; active item carries a #1e61f0 left rule.
Decorative
band-metric-callout — Numerical proof band. Background #f7f8f9, 96px vertical padding, 3-up grid of metric-value numbers in black #000 with grey labels below — the quantitative density signal.
hero-band-dark — Rare full-bleed dark section (#1a1f23) used on campaign features. White text, blue-fill primary button, brand-blue accents on illustration.
5. Layout Principles
Spacing System
- Base unit: 4px.
- Tokens: 0 / 4 / 8 / 12 / 16 / 24 / 32 / 48 / 64 / 96 / 128.
- Section padding (vertical): 96px on marketing — generous breathing room, looser than Datadog’s 80px density. Amplitude is the calmer, airier cousin of the observability playbook.
- Card internal padding: 24px default; 32px on pricing cards; 20px on dense metric cards.
Grid & Container
- Max content width: 1280px centred — the standard modern-SaaS measure.
- Editorial body: 12-column grid with 24px gutters.
- Hero: text-centred or 6/6 split (copy left, product mock or metric cards right) on desktop. Feature sections alternate text-left / text-right for rhythm.
- Prose width: 720px max for long-form docs and blog copy — calibrated for ~75-character measure in Plex Sans.
Whitespace Philosophy
Generous but not indulgent. The 96px section rhythm and ample inter-card gutters give the page room to breathe, which is the deliberate contrast to denser observability marketing — Amplitude wants each metric and feature to land singly rather than as a wall of data. Whitespace is the second restraint mechanism alongside colour: both are rationed to keep signal high.
Section Cadence
White → soft band (#f7f8f9) → white → metric-callout band → white → dark CTA section (#1a1f23) → light footer. Tonal alternation creates implicit elevation without borders or heavy shadows. The dark section appears once per page, anchoring the final conversion gesture.
6. Shapes & Radius Scale
- Micro (2px) — inline tag highlights, pre-pill chips
- Sm (4px) — checkboxes, dense status badges
- Md (6px) — default input radius, dark secondary button
- Lg (8px) — cards, metric cards, popovers
- Xl (12px) — large callouts, hero cards
- Pill (9999px) — primary / secondary CTAs, tag chips, avatar placeholders
The defining tension is pills for buttons, tight corners for everything else. The primary “Get started” and secondary “Sign Up” CTAs are full pills (9999px), while cards land at 8px and inputs at 6px. This creates a clear two-family hierarchy: buttons are soft and friendly (invite the tap), containers are crisp and rectilinear (hold the data). The one exception is the dark “Amplitude Solutions →” button at 6px — a deliberately squarer secondary that reads as more “utility” than the pill primaries.
Compound radii appear on metric cards where a coloured header strip meets the card body — 8px 8px 0 0 on the strip, square where it meets the canvas.
7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 Flat | No shadow | Body text, hero copy, nav, metric callout numbers |
| 1 Hairline | 1px #e3e6ea | Default card chrome — every feature card, every metric card |
| 2 Whisper | rgba(15,23,42,0.04) 0 1px 2px | Stat cards, micro-elevation hints |
| 3 Ambient | rgba(15,23,42,0.05) 0 8px 24px -6px | Pricing card lift, quote card |
| 4 Standard | rgba(15,23,42,0.08) 0 16px 40px -12px | Dropdown menus, popovers |
| 5 Elevated | rgba(15,23,42,0.12) 0 28px 56px -16px | Modal dialogs, command palette |
Shadow Philosophy: Hairlines first, shadows second. The default card uses a 1px #e3e6ea border with no shadow — depth comes from the white card’s contrast against the #f7f8f9 band. Shadows appear only when a surface must lift off a same-coloured surface (white card on white, modal on white). All shadows are neutral cool-grey (rgba(15,23,42,...)), never brand-tinted. The blue is reserved for action and state; it is never used as atmospheric tint.
8. Interaction & Motion ✨
Easing Curves
- Standard —
cubic-bezier(0.4, 0, 0.2, 1)for hover transitions, button state changes, card hover lifts - Emphasized —
cubic-bezier(0.2, 0, 0, 1)for chart redraws, modal entries, mega-nav reveals - Decel —
cubic-bezier(0.0, 0, 0.2, 1)for scroll-triggered fades entering view
Duration Buckets
- Fast (150ms) — colour shifts, hover state changes
- Standard (240ms) — card hover lift, button press, dropdown open
- Slow (320ms) — modal entry, mega-nav reveal
- Chart (400ms) — metric chart series redraw, axis-tick updates
Per-Component Micro-States
- Button-primary hover —
bg #000→#1a1f23over 150ms standard ease. No translate, no shadow change. - Button-brand hover —
bg #1e61f0→#1850cfover 150ms standard. - Button-secondary hover —
bg #ffffff→#f7f8f9over 150ms; border stays#cfd4da. - Card-elevated hover — shadow intensifies from ambient to standard over 240ms; no translate.
- Checkbox check — box fills
#1e61f0and the tick draws in over 150ms standard ease. - Link hover — colour
#1e61f0→#1850cfover 150ms; underline grows from 0 to 1px. - Mega-nav — hover-open after ~100ms delay; fade + 8px upward slide at 240ms emphasized ease.
Page Transitions
No page-transition animation — navigations are immediate. Within-page anchor jumps use smooth scroll at ~600ms standard ease. Feature-section reveals on scroll use a fade + 16px upward slide at 400ms decel ease, triggered when ~20% of the section enters the viewport.
Reduced Motion
Honours prefers-reduced-motion: reduce. All transitions collapse to opacity-only. Chart redraws snap to final state instead of animating series. Scroll-triggered reveals become immediate (no fade, no slide). Hover lifts collapse to colour-only changes.
9. Accessibility & A11y ✨
Contrast Pairs
Computed against the live tokens (bg #ffffff, text #565656, text-strong #000000, brand #1e61f0):
- Headline on bg (
#000000on#ffffff) = 21.0:1 (AAA at all sizes) - Body on bg (
#565656on#ffffff) = 7.0:1 (AAA at body sizes) - Text-muted on bg (
#6e6e6eon#ffffff) = 5.2:1 (AA at body sizes) - Brand on bg (
#1e61f0on#ffffff) = 4.8:1 (AA at body sizes, AAA at large) — links pass at 16px - White on brand (
#ffffffon#1e61f0) = 4.4:1 (AA at large / UI; pair with 15px+/600 button text) - White on CTA-black (
#ffffffon#000000) = 21.0:1 (AAA) — the primary pill is maximum contrast - White on bg-dark (
#ffffffon#1a1f23) = 14.9:1 (AAA) - Badge text on brand-soft (
#1543adon#eaf0fe) = 6.6:1 (AAA)
Note the brand blue on white is 4.8:1 — comfortably AA for links and large/UI text, but blue body copy below 14px should be avoided; use #1543ad (brand-deep, ~7.4:1) where small blue text is unavoidable.
Focus Indicators
2px solid #1e61f0 brand-blue ring + 2px outer rgba(30,97,240,0.20) halo on every interactive element. Inputs swap their border colour to #1e61f0 on focus rather than using a separate ring. Skip-to-content link visible on first Tab, anchored top-left of viewport.
ARIA Patterns
- Mega-nav —
role="menu"witharia-haspopupon top-level triggers, arrow-key nav within submenus - Search combobox —
role="combobox"witharia-expanded,aria-controls,aria-activedescendant - Modal dialog —
role="dialog"+aria-modal="true"+ focus trap +Escapeto close - Chart / metric cards —
role="img"with descriptivearia-labelsummarising the value; data table fallback in<details> - Tab patterns —
role="tablist"with arrow-key navigation,aria-selectedon active tab - Checkbox — native
<input type="checkbox">orrole="checkbox"witharia-checkedreflecting the blue-fill state
Keyboard Navigation
Standard tab order top-down, left-to-right. Arrow keys navigate within tab groups, mega-nav columns, and combobox options. Escape closes any open overlay. Enter / Space activate buttons and toggle checkboxes. Skip-to-content jumps past nav.
Screen Reader Hints
- Metric / chart cards include a hidden
<table>with the same numbers — readers get values, not just visuals. - The wordmark glyph uses
aria-hidden="true"; the wordmark text carries the label. - Status badges include
aria-labeldescribing the state even when colour-coded.
Reduced Motion
Honoured globally — see §8 for behaviour.
10. Responsive Behavior
| Breakpoint | Width | Key Changes |
|---|---|---|
| Mobile | < 640 | Top nav → hamburger; display-hero 60 → 34px; product mock / metric cards stack below copy; feature grid → 1-col; CTA pair stacks vertically |
| Tablet | 640–1024 | Top nav condenses, secondary nav behind “More”; metric cards 2-up; feature grid → 2-col |
| Desktop | 1024–1280 | Hero 6/6 split; feature grids 3-up; metric callout 3-up |
| Wide | 1280–1536 | Full layout; feature grids 3–4-up; mockups full-fidelity |
Touch Targets
Primary CTA pills 44 × 44px minimum. Metric-card tap regions span the full card. Compliance footnote text (12px) is non-interactive and never used as a tap target.
Collapsing Strategy
- Top nav → hamburger sheet at mobile; mega-nav columns flatten to accordion
- Hero → copy + mock stack vertically; metric cards reflow to a single column
- Feature grid → 3-up → 2-up → 1-up
- Metric callout → 3-up → 1-col, values stay tabular
- Pricing tiers → 3-up → 1-col (recommended tier first)
- Footer → multi-col link grid → 2-col → accordion sections
Image Behavior
Product mocks ship as responsive PNG with WebP fallback at 1x and 2x. Logos are SVG with explicit aria-label. Hero illustrations are SVG with max-width constraints — no width: 100% without a cap, to prevent over-scaling on ultra-wide.
Container Queries
Used on metric cards — the large metric-value steps down a tier when the card’s container falls below ~240px so the tabular figure never clips. Feature cards adjust internal padding from 24px (wide) to 16px (narrow) via container query.
11. Content & Voice ✨
Tone
Amplitude’s voice is quantitative and credible — it speaks in measurable outcomes (“understand what drives growth”, “turn product data into decisions”) rather than hype. The register is technically literate but plain-spoken: it avoids both crypto-finance bombast and legacy-enterprise jargon. Claims are anchored to numbers; the brand speaks as an instrument, not a personality.
Microcopy Patterns
- Button verbs — “Get started”, “Sign Up”, “Get a demo”, “View pricing”. Action-oriented imperatives.
- Section eyebrows — uppercase 12/600 +0.08em — “PRODUCT ANALYTICS”, “EXPERIMENTATION”, “CDP”. The eyebrow names the category before the headline names the value.
- Error messages — direct, no apology theatrics. “We couldn’t load that report. Retry or [contact support].” with a retry CTA.
- Empty states — instructional. “No events tracked yet. [Install the SDK]” with the action linked inline.
- Success confirmations — minimal. “Saved.” with a checkmark — no celebration toast.
CTA Verb Conventions
- Primary action — “Get started” (the black pill, top and bottom of page)
- Secondary — “Sign Up”, “Get a demo”, “Learn more →”
- Tertiary — “Read the docs”, “View on GitHub”, “See pricing”
- Amplitude prefers “Get started” over “Sign up” on the primary — it signals self-service before the form appears.
Empty States
“No data yet” patterns explain why and what to do next: “No events have streamed from your app yet. Install the Amplitude SDK — [quickstart guide].” Empty states never apologise; they instruct toward the next quantitative step.
12. Dark Mode & Theming ✨
Amplitude’s marketing surface is light-default with rare full-bleed dark section punctuation (#1a1f23). The in-product analytics app supports a full dark theme (out of scope for this marketing-surface document).
For dark section punctuation, the token swap is minimal:
bg→#1a1f23text→#fffffftext-muted→#b4b8bcborder→rgba(255,255,255,0.12)- Brand blue
#1e61f0stays unchanged — it reads cleanly on both white and dark backgrounds - On dark sections the primary CTA switches from black-pill to blue-fill pill (
button-brand), since a black pill would vanish against#1a1f23 - Cards on dark sections use a
#0c0e10background withrgba(255,255,255,0.12)border
Amplitude’s marketing site does not implement a user-toggleable dark theme — the dark sections are content-driven, not preference-driven.
13. Lineage & Influences
Amplitude’s marketing surface is a bright white-canvas analytics page that reads as a clean technical document rather than a branded campaign. The type system is IBM Plex Sans — the IBM-commissioned humanist grotesque designed by Mike Abbink with Bold Monday — which carries a neutral, engineering-credible register: it reads as “made by people who care about systems” rather than “made by a marketing team.” Headlines hit 60px at weight 700 in black #000, body copy runs at a soft warm grey #565656, and the whole page stays monochrome until the signature #1e61f0 blue appears as the interactive accent — the checkbox-checked colour, the link colour, the focus ring. Colour is signal, not decoration.
What it borrows: the monochrome black full-pill primary CTA and single-accent restraint from Vercel and Linear; the white-canvas density and structured feature grids from the observability-marketing playbook (Datadog, New Relic); and the choice of a neutral, open typeface (Plex rather than a proprietary face) to signal “technical, open, systems-minded” — the inverse of Datadog’s bespoke NationalWeb but the same underlying goal of typographic credibility. What it rejects: gradient hero treatments, glass-morphism and neumorphism, accent-colour-as-surface (blue is action and state, never atmosphere), warm-cream canvases, and the data-overload density of a Bloomberg-terminal — Amplitude keeps fewer simultaneous chart series and more whitespace so each metric lands singly.
Influences:
- IBM Plex (Bold Monday) — Foundation typeface; humanist grotesque commissioned by IBM for a neutral engineering register. https://www.ibm.com/plex/
- Vercel — Monochrome black full-pill primary CTA, white-canvas restraint, single-accent discipline. https://vercel.com
- Datadog — Adjacent data-product marketing; white canvas, structured feature grids, charts-as-proof. https://www.datadoghq.com
- Linear — Tight-tracking 60px+ display headlines, near-monochrome palette with one saturated accent. https://linear.app
- Mixpanel — Direct product-analytics competitor; contrast for how blue accent and metric cards are deployed. https://mixpanel.com
14. Do’s and Don’ts
Do
- Keep
#1e61f0blue as the only accent — links, checkbox-checked, focus ring; spend it where the user acts or where state must read - Ship the primary CTA as a black full-pill (
#000/9999px) — the monochrome confidence is the signature - Set body copy at the soft grey
#565656and reserve true black#000for headlines - Use IBM Plex Sans for every text role, Plex Mono for code and figures
- Hold the two-family radius hierarchy: pills for buttons, 6–8px for cards / inputs
- Anchor sections at 96px vertical padding — airier than Datadog, room for each metric to land
- Use
tnumandzeroOpenType features on every metric, axis, and percentage - Layer white cards on
#f7f8f9bands for implicit elevation — hairline border, no shadow by default - Keep shadows neutral cool-grey — never blue-tinted
- Switch the primary CTA to the blue-fill pill only on dark sections, where black would vanish
Don’t
- Don’t fill the primary CTA with brand blue on light sections — black is the standard primary
- Don’t use blue as a background or atmospheric tint — it is action and state, never surface
- Don’t set body copy in pure black — the
#565656grey body is the calmer, intended register - Don’t introduce a second display typeface or an editorial serif — Plex does every role
- Don’t warm the white canvas with a cream tilt — the canvas is neutral
#ffffff - Don’t add gradient hero treatments, glass-morphism, or neumorphism — the system stays flat
- Don’t square off the CTA buttons — the full pill is the friendly note in a rectilinear system
- Don’t run blue body text below 14px on white (4.8:1) — use
#1543adbrand-deep for small blue text - Don’t crowd the page with simultaneous chart series — fewer series, more whitespace is the Amplitude register
- Don’t drop to a generic system mono — Plex Mono keeps the type voice unified
15. Agent Prompt Guide
Quick Color Reference
- Brand (accent blue):
#1e61f0 - Brand hover:
#1850cf - Brand deep (small blue text):
#1543ad - Headline / strong text:
#000000 - Body text (grey):
#565656 - Body bg (canvas):
#ffffff - Section band:
#f7f8f9 - CTA black (primary pill):
#000000 - Dark section / dark button:
#1a1f23 - Border (hairline):
#e3e6ea
Example Component Prompts
- “Create an Amplitude hero band: white
#ffffffbackground, 60px IBM Plex Sans weight 700 headline with-0.022emtracking in black#000, body-large 18/400 sub in grey#565656, primary CTA a black full-pill (#000,9999px, 12×24, white 15/600) readingGet started, secondary white outlined pill (1px #cfd4daborder,#171717text) readingSign Up.” - “Design a metric card: white bg, 1px
#e3e6eaborder, 8px radius, 20px padding. Large tabular metric value (40px IBM Plex Sans weight 700,tnum) in black#000reading2.5x, grey#56565614px label below readingconversion lift. No shadow — hairline only.” - “Build a feature grid band:
#f7f8f9bg, 96px vertical padding, 3-column grid of white feature cards (1px#e3e6ea, 8px radius, 24px padding). Each card: blue#1e61f0icon, h4 24/600 black title, body 16/400 grey copy,Learn more →link in#1e61f0.” - “Compose a checkbox + form row: white
input-text(1px#cfd4da, 6px radius, 40px tall), and an 18px checkbox that fills#1e61f0with a white tick when checked. Focus state: 2px#1e61f0border + 2pxrgba(30,97,240,0.20)ring.” - “Render a dark CTA section: full-bleed
#1a1f23bg, 96px section padding, 44px IBM Plex Sans weight 600 white headline, body-large#b4b8bcsub, primary CTA a blue-fill pill (#1e61f0,9999px) readingGet started(black would vanish here).” - “Draw a pricing tier card: white bg, 1px
#e3e6eaborder, 8px radius, 32px padding, ambientrgba(15,23,42,0.05) 0 8px 24px -6pxshadow. Tier name in eyebrow+0.08emuppercase grey, price in 40px Plex Sans 700tnumblack, feature checklist in 16/400 grey with#1f9d57checkmarks, CTA black full-pill.”
Iteration Guide
- Start with the white
#ffffffcanvas and IBM Plex Sans at 60/700/-0.022emin black — that’s the brand register. - Set body copy to grey
#565656, not black. The two-tone text hierarchy (black heads, grey body) is the calm, readable signature. - Make the primary CTA a black full-pill. If your design has a blue primary on a light section, recolour it black and demote the blue to links / focus / checkbox.
- Spend
#1e61f0blue only on interaction and state — links, focus ring, checkbox-checked, blue-fill CTAs on dark sections. Never as a background. - Hold the radius split: pills (
9999px) for buttons, 6–8px for cards and inputs. If everything is rounded the same amount, you’ve lost the two-family hierarchy. - Cards default to 8px radius with a
#e3e6eahairline and no shadow. Reach for shadow only on lifted surfaces (pricing, modal). - Section padding 96px vertical — airier than Datadog’s 80. If it feels cramped, you’re drifting toward observability-density territory.
- Put
tnumandzeroon every metric, axis, and percentage — quantitative discipline is the whole point of an analytics brand.
Drop amplitude into your project, then ship the actual sections in an afternoon.
1 · install design
npx @webdesignhot/design-md add amplitude 2 · ship landing page
npx agentkit init --design amplitude