light · structured · sans · fintech · enterprise
DESIGN.md inspired by Chase
Trust-institutional banking UI — white canvas, near-black ink, bright-blue primary + green secondary CTAs in Open Sans.
By webdesignhot · www.chase.com ↗
$ npx @webdesignhot/design-md add chase
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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. Affirm Honest-money fintech in the dark — indigo #4a4af4 CTAs at near-pill 96px radius, light-weight white headlines, no fine print. AgentKit Three swappable themes for AI agent products — editorial dark, daylight bright, fintech cool-blue. Airbnb Pure-white marketplace canvas with one Rausch coral and Cereal — generous photography, soft pills, modest type. Airtable White-canvas editorial workflow software with full-bleed coral and forest signature cards punctuating a near-black pill-CTA system. Alibaba Electric orange `#ff6a00` + dense merchant grids — the global B2B wholesale floor as a website. Allbirds Oatmeal-canvas eco-minimalism — Geograph sans on warm Amazon Smile-orange CTA, Amazon Ember sans, dense product grids — the canonical everything-store interface. Amazon Web Services Squid-ink navy with Smile-orange CTAs — the densest tile-portal on the cloud-platform internet. American Express White-canvas premium-restraint membership UI — signature Amex Blue accent, near-black editorial type, concierge-tier hierarchy. Anthropic Editorial broadsheet for AI safety — cream canvas, Anthropic Serif body, terracotta clay accent, magazine geometry. Apple White-canvas product theatre — SF Pro Text, 980px pill CTAs, and a single-blue accent system. Apple Music Pink-red gradient hero with album-grid kinesthetics — SF Pro precision, signature `#fa233b` brand pink, glassy dark canvas. Apple TV+ Pure-black cinematic theatre with SF Pro and ruthless minimalism — content as the only voice. Arbitrum Arbitrum Blue on white — Layer 2 chain marketing with Inter sans, structured grids, sophisticated-restraint contrasted with Solana's cinematic. Arc Browser-as-personality marketing — buttery cream canvas, Marlin Soft display, hand-tooled blue-and-coral palette. Are.na Bare grey-and-orange minimalism — a single Helvetica-class sans, hairline borders, and a stubborn refusal to optimise for engagement. Asana Approachable work management in soft purple — Asana Sans at modest weights with a rainbow accent palette and warm sky-tinted whitespace. Astro Cosmos navy canvas with violet-to-orange brand gradient — Mona Sans display, Inter body, Astro''s star-chart MPA framework dressed as an observatory dashboard. ASUS Republic of Gamers red `#cd0000` on black with bold sans — Taiwan engineering meets esports brutalism. Atlassian Enterprise-blue corporate canvas — signature Atlassian Blue, Charlie display type, four-product mark. Audi Vorsprung durch Technik on near-black — Audi Type sans, four-rings precision, and a near-monochrome canvas with `#bb0a30` reserved for sport. Auth0 Twilight-blue dark canvas with TWK Lausanne 300 display + Aeonik body — the original identity-platform aesthetic. Away Editorial travel-luggage DTC — Graphik on white, photography-led, sharp 0px white CTAs over dark hero imagery. Axiom Deep-navy observability with a cyan electric accent — Inter for body, JetBrains Mono for every event label, and a structural grid that reads as logs at planet scale. Axios Smart-brevity in chromatic form — blocky white canvas, Tiempos-flavored Atiza serif, signature `Why it matters:` time-bars and bullet-first prose. Bandcamp Bandcamp Cyan + Helvetica — indie-music marketplace honesty, no streaming-platform polish, no algorithmic carousels. Base Coinbase-adjacent L2 minimalism — coinbaseSans on white, signature electric blue Baseten White canvas with Inter and a signature `#6c5ce7` purple — ML model deployment dressed in approachable workshop chrome. BBC News Signature BBC red (`#bb1919`), Reith Sans + Reith Serif, the global broadcaster authority typography of the world''s public-service news. Bear Off-white canvas, a custom bearsans display, a red bear icon, and tealish handwritten underlines — a Markdown notes app dressed as a Mac Pro magazine. beehiiv Aggressive black-on-yellow newsletter punch — heavy display sans, hyper-flat cards, and a `#ffd60a` highway-yellow that reads like a tabloid front page. Best Buy Yellow price-tag mark, electric blue trust, bold sans — big-box electronics design with Geek-Squad confidence. Binance Trading-floor near-black with a single high-voltage Binance Yellow doing all the brand work — BinanceNova for type, BinancePlex for numbers. Biome A white-canvas Rust toolchain page where one deep azure blue does all the work. Bloomberg Iconic black-orange financial broadsheet — BWHaasHead headlines, AvenirNextPForBBG chrome, terminal-grade data density. Bluesky Sky-blue `#0085ff` on bright white with Inter sans — the AT-Protocol social network rendered as airy, federated, open. Blur Pure-black canvas, neon `#ff8700` orange voltage, and JetBrains-Mono-default everywhere — brutalist NFT trader terminal as competitive instrument. BMW Corporate-blue calm — BMW Type Next on a cream-tinted white, dark navy hero bands, and the M-stripe triplet in reserve. BMW M Performance black on M-blue/M-violet/M-red — the motorsport variant that turns BMW corporate into track-day theatre. Bolt An electric-blue command line for the web — StackBlitz's AI builder on a near-black #1e1e21 canvas, Inter Display, builder's register. Booking.com Deep-blue commerce engine — Bookin Sans on white, yellow CTA voltage, dense booking-funnel maximalism. Booking.com Booking Blue + signal yellow — the deal-finder design language at maximum density, optimized for conversion not contemplation. Bose Pure black canvas, Helvetica restraint, and premium-audio confidence — sound presented as engineering art. Brex Cool grey-blue surfaces, magenta-to-purple-to-indigo gradient, Söhne 600 — fintech as fast, modern, slightly flashy. Brilliant STEM education with playful diagram-energy — warm coral CTA on near-black, custom Brilliant Sans, illustrated geometry as hero. Bugatti French-engineered austerity — pure black canvas, three Bugatti typefaces, and full-bleed photography as the only voltage. Bun Cream canvas with chunky pink accents and the wide-eyed mascot — a JS runtime dressed as a 1970s bakery sign. Buttondown Indie newsletter software in heavy 900-weight Auto Pro — electric `#0069ff` pill CTAs and soft-yellow highlights on a pure-white canvas. Cal.com Open-source calendly with one bold custom font — Cal Sans on a soft `#f4f4f4` paper canvas. Calm Signature `#0066ff` deep blue + Aktiv Grotesk + meditation-deep cool atmospheric calm. Calm Mindfulness in a serif — Calm Cream canvas, soft moonlit blue and forest green, Visby Round display, breathing-pace motion. Capacities Cream-yellow canvas, Inter at 700 with a Crimson Pro serif fallback, and a yellow underline as page ornament — a PKM that thinks like a sketchbook. Capital One Confident-accessible banking — navy authority, one red swoosh, 2px-sharp blue. Cartesia Bright clinical white with a single deep-blue action — voice-AI presented as scientific instrument rather than consumer product. Cash App Electric `#00d54b` green on near-black, Cash Sans monospace-flavoured geometry, and p2p-money youth aesthetic. Casper Cozy DTC sleep brand — Casper navy/indigo ink (`#1e306e`) on a pure-white canvas, deep-navy `#012169` pill CTAs at 32px radius, Calibre body under New Kansas friendly-serif display. Premium that tucks you in. Character.AI Cool zinc canvas, custom atHauss sans, and dark pill CTAs — a roleplay social product dressed in TikTok-grade neutrality. Chevrolet Gold-cross American classic — Louis sans on white with a `#cd9834` bowtie, a `#003876` corporate blue, and Camaro/Corvette red drama in reserve. CircleCI Light-content CI/CD platform — near-black hero, Inter sans, navy chrome with a restrained CircleCI-green accent. ClassPass Wellness-marketplace energy — coral-pink CTA on warm white, GT America sans, photographed-class-as-hero pattern. Claude.ai Cream paper canvas, Anthropic Sans for body and Anthropic Serif for the headline — an AI assistant set in literary type. Clerk Geist + Suisse on near-black canvas with `#6c47ff` violet CTA — the drop-in-auth dev-tool aesthetic. ClickHouse Near-pure black canvas with electric yellow as the brand voltage — database performance dressed in voltmeter chrome. Cloudinary Media-API technical infrastructure in confident blue — Inter at modest weights with a deep navy-blue brand and a single chromatic accent for media moments. CodeRabbit Near-black AI-review canvas — warm CodeRabbit orange accent, Plus Jakarta Sans, sharp 4px white CTAs. CodeSandbox Pale-lime electricity on a Cohere Stark white editorial canvas with deep green-black product bands and a CohereText/Unica77 type split. Coinbase Institutional-grade calm — pure white canvas, a single Coinbase Blue, and Coinbase Display set at weight 400 instead of 700. Composio Near-black canvas with deep-electric-blue voltage and a 2x2 terminal-mockup hero — agent infrastructure dressed as developer instrumentation. Corsair Yellow `#ffff00` lightning on black with Roboto — RGB-everything peripherals and PC components. Costco Warehouse blue + signature red, Helvetica utilitarian — bulk-buying signage translated to web. Coursera University-blue `#0056d2` on warm-white parchment with Source Sans — the canonical online-degree marketplace. Cursor Warm cream IDE-marketing — `#f7f7f4` canvas, `#26251e` ink, custom CursorGothic display, JetBrains Mono code, vivid orange accent. CVS Health CVS-red heart on a clean white canvas — custom CVS Sans, near-black ink, trustworthy healthcare clarity. Databricks Signature Databricks Red Datadog NationalWeb on white with the iconic `#632ca6` purple — observability dressed as an enterprise dashboard, structurally dense, chromatically restrained, multicolour where the data demands it. Deel A warm dark canvas with electric coral and orange accents — global payroll dressed as a confident product portrait. DeepSeek Deep-blue Chinese-tech minimalism — a research lab dressed in `#4d6bfe` and stark white space. Deliveroo Deliveroo Teal on white — food-delivery design at maximum saturation, custom Roo Sans, kangaroo-mark mascot energy. Dell Pragmatic blue `#007db8` with custom Roboto-derivative — business-first PC commerce since the dorm room. Deloitte Big-4 gravitas — pure-white canvas, true-black ink, Open Sans at light 300, and the signature green dot. Delta Air Lines Whitney sans on near-white, Delta navy + signal red — the Hartsfield-Jackson aircraft livery translated to web typography. Deno Inkwell black on warm white with the dinosaur mascot — TypeScript runtime as Eric Carle children's book. Descript Cream-pink canvas, a custom Brett display serif, and a wine-dark CTA — an AI video editor that ships like a magazine. Discord Indigo-ground hangout — gg sans body, ABC Ginto Nord display, 12-16px tile radii, white pill CTAs. Disney+ Deep navy gradient streaming hall with custom Inspire display sans and the unmistakable Disney+ wordmark arc. DoorDash Signature red-orange CTA, custom DoorDash Sans, delivery-funnel commerce — the dominant on-demand local marketplace. Duolingo Owl-green confidence and DIN-Round buttons that lift like candy — the gamified language app distilled to four colors and one mascot. dYdX Pure-black canvas, Satoshi-compressed display, and one signature indigo-purple #7774ff CTA — a pro-trader perps terminal as a brand. Dyson Engineering-greyscale on white — Dyson Futura Light at 44px (weight `300`, never bold), body ink `#333` not pure black, zero-radius CTAs with a fluid-dynamics ripple hover, and a single magenta accent reserved for haircare. The web brand of an engineering company that refuses to look like a marketing site. ElevenLabs Near-black voice-tech ground with white voice-wave aesthetic — Inter at studio scale, pill CTAs, and a single saturated accent that reads as both wayfinding and brand. Emirates Custom-serif luxury — Emirates red on light grey, gold accents, Fly Better editorial calm. Epic Games Pure-black canvas with custom Brutal Type / Heading Now display — Fortnite-saturated marketing meets PC-storefront merchandising. Ethereum Off-white canvas, ethereum-blue `#1c64f2` voltage, and Inter + serif duet — community-owned protocol as open documentation. Etsy Burnt-orange CTA, Graphik humanist sans, handcrafted-warmth aesthetic — the marketplace for makers and small batch. Everlane Pure white canvas, Maison Neue Book, near-black ink — radical-transparency DTC minimalism. Excalidraw Literal hand-drawn whiteboard — wobbly SVG strokes, Virgil-style handwriting, and a deliberately primitive UI that turns digital sketching into nostalgia. Expedia Navy commerce + Mango yellow voltage — Expedia Sans, dense travel-funnel density with One Key loyalty colour-coding. fal Pure white canvas, focal display at 120px, and near-black #252527 CTAs — generative-AI inference at editorial scale. Fantastical White paper, Effra geometric sans, full-round blue pills, and a rainbow of app-icon glass squares — a calendar app marketed like Apple''s Pro Apps. Ferrari Cinematic editorial in near-black — Rosso Corsa restraint, FerrariSans 500, and full-bleed cavallino photography. Figma Bright multi-color section bands with figmaSans display and figmaMono eyebrows — a marketing site that designs in scenes. Financial Times Salmon-pink page (`#fff1e5`) — the world''s most recognizable newspaper background, paired with Financier display + MetricWeb sans for global markets coverage. Fireworks AI Light canvas with Inter sans and a signature `#6720ff` purple-amber-orange spark — fast-inference platform dressed in speed-of-light kinetic chrome. Fly.io Mackinac display + Fragment Mono on a violet-saturated canvas — a PaaS that dresses like a small-press magazine. Ford American-truck heritage in corporate blue — Antenna sans, oval-script wordmark, and a deep `#003478` voltage that has carried the brand since 1927. Fortnite Battle-royale design at maximum saturation — neon yellow + electric blue on near-black, Burbank Big condensed display, season-driven brand kaleidoscope. Framer Black-on-white maximalism with electric gradient floods — Inter Display at heroic sizes, motion as a first-class material. Frontegg PP Neue Machina display + Neue Montreal body — plug-and-play user-management with deep-blue gravitas. Gemini (Google) Blue-into-violet gradient, Google Sans, soft Material 3 surfaces — Google''s house style applied to a chat interface. Ghost Warm-cream content CMS aesthetic — Inter for chrome, a soft serif for the writing surface, and a single confident green for action. GitHub Dark-canvas developer-platform marketing — Mona Sans variable headings, lime-green accent, near-black ground. GitHub Copilot Pure-white canvas, pure-black inverted CTAs, Mona Sans display — GitHub's editorial confidence applied to AI tooling. GitLab Light DevOps-platform marketing — GitLab Sans, near-black ink, oversized 96px headlines, tanuki-orange accent. Gitpod Editorial dev-tool calm — light canvas, near-black navy text, ABC Diatype sans + Martina Plantijn serif, 8px radius. Glif Near-black Manrope on near-white, anchored by one confident green CTA — a playful creative-agent canvas. Glossier Post-pink austerity — white canvas, single-family Apercu, 0px radius rectangles. The brand that invented millennial-pink chrome in 2014 has retired pink to a footer wash and a single badge color. Grafana Dark observability canvas with the iconic `#f46800` orange — Inter for body, Roboto Mono everywhere a label hides, multi-colour chart palette ripped straight from a real dashboard. Granola White paper, a custom Quadrant book serif, and an olive-green CTA — an AI notepad that dresses like a stationery shop. Graphite Near-black developer canvas — Matter type, near-white ink, one clean blue, 8px CTAs. Groq Warm off-white canvas, light-weight Space Grotesk, and a single hot `#f43e01` orange — speed-obsessed AI inference. Grubhub Friendly red-orange CTA, Sentinel display + Avenir body, dense delivery-app commerce — the long-running incumbent. Gumroad Hot pink `#ff90e8` on cream, ABC Favorit at 96px, hard black borders and offset shadows — neo-brutalist creator commerce. Gymshark Pure white canvas, black ink, Montserrat bold display over Roboto body — every CTA a fully-rounded 56px pill. HashiCorp Black canvas hosting a per-product color portfolio — Terraform purple, Vault yellow, Consul red, Waypoint cyan — multi-product identity made literal. Hashnode Developer publishing platform — deep navy canvas, electric blue brand, Inter sans + JetBrains Mono code chrome. HBO Max Deep purple-black premium streaming canvas with custom Sharp Grotesk and the unmistakable Max wordmark. Headspace Signature `#ffac1d` orange + custom round display + meditation-friendly playful warmth. Height AI-PM workspace dressed in chalk pastels — Inter at modest weights over a near-paper canvas, with a single confident accent and an AI-purple voltage moment. HEY Warm-white canvas, deep purple-ink, and a crayon-box of saturated pastels — opinionated email dressed as a friendly poster. Hilton Hilton Blue on white — confident-contemporary hospitality with Söhne-adjacent sans, blue-on-white photography-led layouts. Honda Reliability-first restraint — HondaGlobalFont on white, signature red HP Cyan-blue `#0096d6` HP-circle on white with Forma DJR — the 84-year-old technology brand''s mainstream face. HubSpot Warm coral-orange (#FF7A59) on a near-white canvas, a humanist sans set generous and round, and a brand voice that turned inbound marketing into a methodology. Hugging Face AI community canvas — deep blue-black ground, Source Sans Pro headlines, pill auth + 8px tile cards. Hulu Near-black canvas anchored on Hulu Green `#1ce783` with Graphik sans — the bright, cable-meets-streaming UI. Hume AI Warm cream canvas, custom Fellix type, and near-black pill CTAs — voice-AI research presented with humanist calm rather than tech coldness. Hyperliquid Near-black IBM Carbon Design System made literal — pure-white canvas, IBM Plex Sans at light 300, square corners, and one assertive `#0f62fe` blue. Ideogram A bright white canvas with a single saturated violet cue — a typography-first AI image tool that lets the gallery do all the talking. IKEA Yellow `#ffdb00` on blue `#0058a3`, Noto IKEA sans, Swedish-democratic-design retail at planetary scale. Instacart Grocery-shopping-list practical — Instacart Sans on white, signature carrot green JetBlue JetBlue Blue on white — friendly aviation with a custom rounded sans, Mint cabin orange accent, lower-case microcopy. Jupiter Jupiter lime on near-black — Solana DeFi aggregator with Inter, a cat-in-space mascot, and playful pill-CTA energy. Kagi A premium search engine dressed in warm cream and Plex — the indie answer to ad-funded search. KAYAK Burnt-orange flight-search density — Open Sans on white, comparison-engine maximalism, price-graph data viz. Khan Academy Signature `#14bf96` mint green on white with Lato sans — free-for-everyone education in a warm, encouraging register. Kinde White canvas with Inter 72/500 display + dev-friendly pink-coral accent — the approachable auth-billing-access platform. Kit A cream newsletter canvas with a custom KitSans display, a Libre Franklin secondary, and a pastel-rainbow chip set — the editorial register reborn from ConvertKit. Klarna Klarna PINK `#ffa8cd` on white, near-black navy `#0b051d` ink, Klarna Title at billboard scale. Kraken Kraken Purple `#7132f5` on white — Kraken-Brand display + Kraken-Product UI for a calmer, less-bombastic crypto exchange. Krea A pure-black studio with Suisse Intl set quietly at 60px — a creative-AI gallery that lets the work and the cobalt CTA carry the colour. Lamborghini Cathedral of darkness — true black canvas, Lamborghini Gold accents, and LamboType angled-terminal display. LangChain Deep navy canvas with Inter precision and a quietly confident teal accent — agent orchestration dressed as engineering documentation. Ledger White canvas, Inter at rest, and one unmistakable Ledger Orange on full-pill CTAs — security made calm. Lego Lego Yellow + Red on white — primary-color toy theatre, custom Lego Sans, brick-as-hero photography. Lemon Squeezy A dark hero with white Circular display, signature lemon-yellow Leonardo.Ai A pure-black cinematic canvas where ufficioDisplay headlines and white full-pill CTAs frame generative imagery — a film studio's title card, Canva-owned. Linear Dark-canvas product surface — pure-black ground, indigo accent, custom Inter weights, pill CTAs. LiveKit Realtime audio-video infra — Public Sans 300 weight on near-black, signature cyan LlamaIndex White canvas with Inter and a signature `#1b9aff` blue — RAG infrastructure dressed as a clean technical reference card. Logitech Soft consumer-tech blue gradients with Brown sans — design for the way you work, play, and create. Lovable Pink-into-violet gradient on white — vibe-coding dressed in playful, friendly chromatics. Lowe's Signature navy blue on white canvas — residential-DIY warmth rendered as big-box retail. lululemon Quiet-luxury athleisure — Saans variable on bone-off-white, off-black ink (`#140f0f`, not pure black), pill CTAs on square product cards, mixed-case sentence-cased headlines tracked −4px. The athletic brand that murmurs. Luma AI A cinematic black screening room that opens into a white studio — Graphik set tight, every CTA a full white pill. Magic Eden Mint-cream canvas, magenta-mint accent duet, and a custom Foundry display — Solana-native marketplace as boutique gallery. Mailchimp Cavendish-yellow chunkiness — a custom display serif (Cooper Light), the signature `#ffe01b` block, and a brand voice that hugs you while it ships campaigns. Marriott Luxury-hospitality restraint — Caudex serif for editorial moments, off-white canvas, gold-bronze CTA, photographed-resort hero. Mastercard Cream-canvas editorial fintech, circular-portrait orbits, MarkForMC at 450 weight — institutional-but-warm payments brand. MasterClass Pure-black cinema with custom display serif and editorial reverence — celebrity-instructor learning as a premium streaming product. Medium Editorial reading-first publishing — magazine-grade serif body, GT Super display, signature green-on-white pill CTAs. Mercedes-Benz Three-pointed-star authority — MBCorpo on near-black canvas, silver-blue Mercury A near-pure white canvas with a literary serif headline and a signature mercury-mint accent — banking dressed as a quiet magazine. Meta Optimistic blue (#0467df) on a white corporate canvas — Optimistic Display headlines, generous space, social-platform conglomerate at rest. MetaMask Foxy Orange on white — Ethereum wallet design with custom MM Sans, 8-bit fox mascot, friendly-utility voice. Microsoft Fluent surfaces — off-white canvas, Segoe UI Variable Display, and a Cortana-blue action color carrying every product. Midjourney A deep cosmic canvas where JetBrains Mono headlines float over a wide-gamut OKLCH rainbow — a research lab dressed as a chapel. MiniMax Stark monochrome canvas broken open by vibrant gradient product cards — coral, magenta, blue, purple as model identity. Mintlify Documentation-platform marketing — pure white canvas, mint-green accent, Inter at tight tracking, near-black pill CTAs. Miro Canary-yellow Mistral Butter-yellow canvas, Arial as a deliberate anti-tech statement, and zero-radius rectangles — French AI as a brutalist art-school manifesto. Modal Serverless GPU infra in lime-green — `#0c0c0c` canvas, electric `#7fee64` accent, custom Modal Mono on every chip and code block. Monday.com Project management in confident red-pink — Poppins display at bold weights with a colorful saturated palette and a playfully energetic visual rhythm. MongoDB Signature MongoDB green Monzo Hot Coral `#ff4f40` on bright white, MonzoSans humanist geometry, and a transparent challenger-bank warmth. Motion AI-calendar productivity in green-and-purple — Inter at modest weights with a green-to-purple voltage gradient signaling the AI scheduler, anchored by a clean white canvas. MSI Dragon-red `#ff0000` on jet black with bold display sans — the Taipei dragon-heritage gaming hardware brand. Mux Video API for developers — Aeonik on light-cream, Rotonto display, JetBrainsMono CTAs, sharp 0px corners. MyFitnessPal Fitness-tracking utility — MFP Blue on white, Inter sans, dense calorie-and-macro grids, conversion-first navigation. Neon Serverless Postgres dressed in late-night green — a near-black canvas with a single electric mint accent. Netflix Pure-black streaming theatre with signature `#e50914` red and Netflix Sans — the canonical media-tile grid. Nike Pure black, pure white, Helvetica Now — pill CTAs and full-bleed athletic photography on a single soft cloud gray. Nintendo Joyful red on paper-white — Nintendo's site is the toy-aisle of the web, illustration-rich and refusal-of-darkness intentional. Notion Off-white canvas with Lyon serif accents and a custom NotionInter — a workspace dressed as a literary magazine. Nubank Roxo #8d0de3 as the whole brand — white nuSansDisplay on dark purple, 999px pill CTAs, anti-bank warmth. Nuxt Forest-green `#00dc82` glow on a near-black canvas — Vue-flavored warmth dressed for the cosmos. NVIDIA Engineering-grade canvas — pure black hero / paper-white body / one violently saturated `#76b900` green that carries every CTA and corner square. Obsidian Near-black canvas, near-white text, a single electric-purple CTA and a crystal mark — a local-first knowledge base that looks like the editor it ships. Omnivore Open-source read-it-later — near-white reading canvas, focused emerald-on-paper brand, archival elegance after the Eleven Labs sunset. On Swiss-engineered monochrome — true-black ink on white, custom On sans, bold 700 heads and 40px full-pill CTAs. OpenAI Pure white canvas, OpenAI Sans set in calm 500-weight, and a single black pill for the only action that matters — try ChatGPT. OpenRouter Pure-black canvas with custom display typography and pragmatic mono — LLM-router infrastructure dressed as a terminal billing dashboard. OpenSea Pure-black canvas, electric `#2081e2` blue, and Inter at trader-pro density — the original NFT marketplace as financial terminal. Optimism Pure-white canvas, signature `#ff0420` red voltage, and Inter at confident L2 register — Ethereum rollup as bold optimistic infrastructure. Ory White canvas with Inter 48/400 display + signature deep-navy `#0f172a` CTA — open-source-first identity for technical teams. Oura Pure-black canvas with Inter precision and gold-stamped scores — the premium-ring health-precision aesthetic. Paddle Merchant-of-record calm — condensed serif headlines on a near-black canvas with warm cream and sand CTAs. Paper Website A literal sheet-of-paper website — single literary serif, off-white sheet canvas, narrow reading columns, ink-blue links. Patagonia Outdoor-cooperative editorial — Futura sans on cream, ranger-station palette, photography-led story-first marketing. Patreon Patreon Coral on white — creator-economy patronage with Söhne sans, photographer-led marketing, mid-2024 brand refresh language. PayPal Dual-blue corporate trust — PayPal Sans Big over white, with a deep-navy ink and a sky-blue counterpoint. Peloton Signature `#cb1e4e` red on midnight ink, Inter display, instructor-led premium-fitness storefront. Perplexity Cream paper canvas, custom pplxSans, and the unmistakable Tropic-cyan accent — a reference-library answer engine dressed in warm tones. Phantom Phantom Purple on near-black — crypto wallet design that respects the user's intelligence with editorial restraint. Picoko Warm-white canvas, weight-900 Outfit, and one blazing pink — product photography reimagined in seconds. Pika A cream-canvas AI video studio in custom Telka type, with peach and black pill CTAs. Pinecone White canvas with Inter and a signature `#1cb0d0` cyan — vector database technical-marketing dressed in clean blueprint chrome. Pinterest Masonry feed as product, restrained chrome around it — white canvas, near-black text, Pinterest red reserved for action. Pitch Enormous Mark Pro headlines on a black hero, then a clean white workspace — violet Plaid Pale blue trust on white, classical Stripe-adjacent type, and a Benjamin-Franklin-as-mascot moment of personality. Plain B2B support tool with a Dinamo grotesk and a single radioactive `#1ad379` action — Linear-restraint applied to support. PlanetScale Pure-black canvas, blood-red accent, mono-set numerals — a database brand styled like a financial terminal. PlayStation Sony's Cinema-Black canvas with PS Blue and a custom SST sans — gaming-as-cinema, premium hardware in editorial restraint. Polar Dev-tool obsidian — 8rem editorial display headlines, indigo accents, Louize serif moments. Polygon Deep purple `#8247e5` voltage, soft surface ladder, and Inter at enterprise calm — Ethereum L2 as institutional infrastructure. Porsche Engineering-purity black-on-white — Porsche Next at 96px regular, Rosso PostHog Cream-canvas analytics with mustard-yellow CTAs and IBM Plex — open-source craft, not SaaS gloss. Postmark Postal-yellow #ffde00 + warm-black #1c1d1f + paper-white canvas — the transactional email API designed like a friendly post office sign. Prime Video Amazon-blue streaming canvas with Ember sans and the dense, utility-first marketplace UI vocabulary. PropelAuth White canvas with SF Pro Rounded display 60/900 + deep-navy ink — B2B multi-tenant auth with Apple-tinted polish. Quizlet Study-buddy design — Quizlet purple-blue on white, custom Hurmes Geometric, flashcard-as-hero pattern. Qwik Electric purple-to-blue gradient on near-black — resumable execution dressed as a lightning bolt. Railway Ship software peacefully — IBM Plex Serif headlines on a deep eggplant canvas, with a single confident violet for action. Rainbow White canvas, SF Pro Rounded Black at 96px, and a pink-orange-blue-purple rainbow — the friendliest Ethereum wallet onchain. Raindrop.io White paper, system-ui sans, soft watercolor blob backgrounds, and a vivid `#0b7ed0` blue CTA — a bookmark manager that ships like a creative-tool sketch. Ramp Off-yellow `#fcfb70` and black-on-white editorial — finance ops dressed as a printed annual report. Rare Beauty Soft lavender on cream — Selena Gomez's beauty brand with mental-health-aware editorial restraint and serif-led product cards. Raycast Near-black canvas, glowing keycaps, monospaced shortcut chips — a marketing site that thinks like a launcher. Razer Neon `#44d62c` snake-green on jet black with Roboto — the For Gamers, By Gamers visual signature. Readwise Pastel-orange book-club warmth — soft cream canvas, friendly Tiempos serif accents, and a tangerine that signals 'this is your library.' Recraft A jet-black studio where ABC Gravity Condensed slams the headline at weight 900 and a single electric-lime CTA does all the shouting. Reddit Front-page-of-the-internet orange — community-card density, IBM Plex Sans display, and a confident Remix Signature `#3992ff` blue on pure white with Inter — a nested-routes web framework dressed as a manifesto poster. Render Lavender on white — a PaaS that swapped Heroku purple for a candy-bright #8a05ff and kept the airy whitespace. Replicate AI-API marketing — light page chrome, dark hero canvas, rb-Freigeist Neue display, JetBrains Mono code, sharp 0px corners. Replit Saturated turquoise on `#0e1525` ink — the cloud-IDE aesthetic with IBM Plex DNA and a JetBrains Mono soul. Resend Pure-black canvas with Domaine Display serif at 96px and Commit Mono code chips — email infra that thinks in italics. Retool Pragmatic blue #3a55fc + Inter + dense product mocks — the internal-tool platform that designed itself like a well-organised admin panel. Reuters Global newswire restraint — signature orange (`#ff8000`), Knowledge Medium custom sans, broadsheet rigor for the world''s oldest news agency. Revolut Dark Aeonik Pro hero, white Inter content, near-black `#191c1f` ink, fully-pill CTAs and gradient-accented fintech sleekness. Riot Games Crimson `#d13639` red on near-black with custom Riot Beam display — esports-tournament drama and competitive-MOBA editorial. Ritual Visible-supply-chain wellness — white lab canvas, Ritual Navy #142b6f everywhere, CircularXX, 25px rounded CTAs, warm yellow as the one accent. Rive Chunky animated display type and saturated playful colour — interactive graphics platform that wears its motion design on its sleeve. Robinhood Chartreuse `#CCFF00` lime on a black `#000` canvas, Martina Plantijn serif headlines paired with Capsule Sans Text — financial-editorial register, not tech-app sans. Roblox Bright `#ed1d24` red on white with Builder Sans — the youth-block-builder playground turned multi-billion-game social platform. RunPod Deep slate canvas with Inter and a signature `#673ab7` purple — accessible GPU cloud dressed in friendly developer chrome. Runway A near-black research canvas with ABC Normal headlines pulled tight at -2.5px — a film studio, an ML lab, and a brutalist gallery in one shell. Salesforce Cloud-trust dashboards — Salesforce Sans on a sky-blue ground, with Astro the bear standing guard over a dense CRM portal. SAP Enterprise-ERP precision in cobalt — SAP72 sans, signal-blue accents, and a calm white canvas built for trust. Segment Twilio Segment's customer-data-platform canvas — Whitney SSm humanist sans, navy-on-white, single confident `#1866ee` blue. Semafor Paper-cream canvas (`#f8f5d7`) with FeatureFlatHeadline serif and signature flag-style topic columns — global-news editorial built for the post-Twitter era. SendGrid Functional API-blue on white — the email-platform dashboard aesthetic, now folded under the Twilio umbrella. Sentry Deep-aubergine observability — Dammit Sans display, Rubik body, JetBrains Mono code, signature violet #7553ff and pill CTAs. shadcn/ui Copy-paste components in pure black-on-white — the most influential design system not actually shipped as a library. Shopify Dark-first commerce theatre — 96px NeueHaasGrotesk at weight 330, electric mint focus rings, and stacked multi-layer shadows. Shortwave A dark AI-email canvas with Poppins display weight and one electric blue — Inbox rebuilt by the people who built it. Signal Privacy-first messaging in `#3a76f0` Signal blue with Inter sans — minimal, ad-free, end-to-end-encrypted by default. Slack Aubergine workspace marketing — Salesforce-Avant-Garde headlines, all-caps 4px CTAs, white canvas with `#4a154b` accents. Snowflake Deeper cyan Solana Solana Gradient + Diatype on near-black — Layer 1 chain marketing as cinematic experiment, magenta-purple-cyan brand prism. SolidJS Deep navy with a blue-to-cyan brand gradient — reactive primitives dressed as a circuit diagram. Sonos Pure black canvas, Inter typography, and audio-system minimalism — speakers presented as gallery objects. SoundCloud Signature `#ff5500` orange on `#f2f2f2` paper with Interstate sans — waveform-first audio social UI. Sourcegraph Near-black code-intelligence canvas — PolySans display, coral-red accent, big quiet headlines. Southwest Airlines Heart-warm low-cost airline — Southwest Sans on light grey, yellow CTA voltage with navy ink, sharp 2px corners. SpaceX Pure-black cinematic photography, D-DIN aerospace stencil type, ghost-button minimalism — the interface disappears. Spotify Electric `#1ed760` green on near-black canvas with Spotify Mix sans — the canonical streaming-audio tile grid. Square Pure black on pure white, Square Sans grids, and retail-POS minimalism — commerce as black-and-white geometry. StackBlitz Electric blue `#1574ef` on a graphite `#1c1f25` canvas — the in-browser IDE that built Bolt. Starbucks Forest-green storefront — SoDoSans, full-pill buttons, warm-cream canvas, and a floating Frap CTA the brand calls home. Steam Deep blue-gray `#1b2838` with Motiva Sans — the utilitarian PC-gaming library that runs the world's largest digital storefront. SteelSeries Esports orange `#ff6900` on near-black with Inter — Danish precision peripherals for competitive play. Storybook Open-source frontend workshop — white canvas, Nunito Sans, dark hero band, and the signature coral-pink brand mark. Strava Signature `#fc4c02` orange + Inter on white — endurance-athlete data-driven storefront with map-overlay heritage. Stripe Editorial fintech polish — light Söhne headlines at weight 300, navy-not-black text, signature `#533afd` purple CTAs. Stytch Paper-cream canvas with Booton display + Chivo Mono body — passwordless-modern auth, joined Twilio. Substack Magazine-on-the-internet — Spectral serif body at 19px, Cahuenga display, signature `#ff6719` orange CTAs. Suno A near-black booth with cream Neue Montreal and a hot-pink cue light — a music studio, a record sleeve, and a chat app fused into one canvas. Sunsama Thoughtful daily planning in warm cream and ink — Inter at modest weights over a paper-cream canvas with sage and rose accents and a calm, unhurried voice. Supabase Off-black canvas, signature emerald `#3ecf8e`, Circular as display, Postgres-grade type discipline. Superhuman White paper canvas, a custom Super Sans variable, and a single confident lavender — premium email dressed as a stationery brand. Supreme Box-logo red, Courier monospace, skate-deadpan minimalism — the most influential streetwear store on the web. Svelte Hot orange #ff3e00 against clean white with a confident sans — the framework that wears its flame as a wordmark. T-Mobile T-Mobile magenta (#E20074) dominates a near-white canvas — Un-carrier loudness in TeleNeo display weight. Tailscale Warm-light approachable-technical — off-white canvas, near-black Inter, brick-red accent. Tailwind CSS The system applied to itself — Inter Variable on white canvas, signature cyan #06b6d4, every component built from Tailwind utilities. Tana Pure black canvas, a custom tanaClassic serif at 83px, and a pale-pistachio CTA — a knowledge graph dressed as a literary supplement. Target Bullseye red CTA, Helvetica Neue, photographic hero — friendly mass-market design with confident chromatic restraint. Telegram Cloud-blue messaging — Tesla Cinematic showroom on white — one Electric Blue CTA, Universal Sans, and viewport-height car photography. The Atlantic Modern serif headlines on cream-paper, signature Atlantic orange `#fbb33b`, long-form magazine reading rendered for the web. The Economist Deep cinnabar red `#e3120b`, Milo serif body, Econ Sans labels — the global-affairs weekly rendered with cover-illustration discipline. The Guardian Guardian Egyptian slab serif, signature navy `#052962`, structured ruled hierarchy with bold section accents. The Home Depot Signature orange on white, Helvetica bold — hardware-aisle signage as a web storefront. The New York Times Cheltenham serif headlines on paper-white, signature breaking-news red, the canonical American broadsheet rendered for the web. The New Yorker Adobe Caslon Pro + Irvin headline cap — a century of editorial gravitas in cream paper, ink black, and signature cartoon line. The Washington Post Postoni serif blackletter masthead, "Democracy Dies in Darkness" tagline, sober ink-on-paper political broadsheet. Things Cool light-blue canvas, system-ui sans, vivid Things-blue accent — a task manager that ships like an Apple Pro Display. Threads Instagram-adjacent text-first social — pure-black canvas, system-sans clarity, and a quiet brand restraint built from the @ glyph alone. TikTok Electric cyan-magenta on pure black — vertical-video voltage with custom Proxima Nova display and a bold neon brand grammar. tldraw Casual whiteboard sketchy — hand-drawn UI primitives, dotted-grid canvas, and a soft pastel palette that wears its toy-like energy with confidence. Together AI Deep navy on near-white with Inter sans — open-source LLM cloud rendered as developer-platform infrastructure. Toyota Japanese-reliability mainstream — `#eb0a1e` Toyota red on white, ToyotaType sans, and a calm-confident marketing surface for the world's most-sold automotive brand. Turbo Vercel-grade pure-black canvas with a magenta-to-blue Turbo gradient — the build system that wears its speed as a sweep. Turso SQLite at the edge — a deep-teal canvas with a CRT-bright cyan accent (#00face) that reads as a glowing edge node. Twilio Signal-red `#f22f46` against clean white — communications APIs given the visual weight of a broadcast colour. Twitch Purple `#9146ff` on `#0e0e10` canvas with Inter — the live-streaming UI built around chat, raids, and gaming density. Uber Eats Pure-black ground, Uber Move custom sans, Uber-app continuity — the operating system of food delivery. Udemy Signature `#a435f0` purple on white with Sailec sans — the open course-marketplace bazaar made approachable. Udio A pitch-black stage with near-white Innovator display type and a single magenta-pink spotlight — a recording console reimagined as a creative canvas. Uniqlo Signature red `#ff0000`, Helvetica Neue system stack, japanese-utility-functional grid — the LifeWear engine. Uniswap Uniswap Pink on white — DEX design with Basel sans, unicorn-mark whimsy, and rounded-card softness in a usually-brutalist DeFi space. v0 A near-white prompt canvas with GeistSans and pure OKLCH grayscale — Vercel''s AI builder dressed as the calmest text editor on the internet. Valorant Tactical-shooter design language — Tungsten condensed all-caps, signal-red CTAs, and an off-white text the brand calls "ECE8E1". Venmo A single confident `#3d95ce` blue, Aktiv Grotesk geometry, and a social-feed informality — payments dressed as group chat. Vercel Brutalist developer-product polish — near-white canvas, near-pure black-on-near-white type, Geist sans + mono, conic-gradient accents. Visa Bright-blue + golden-yellow payment-rail confidence — saturated `#1434CB` primary, ceremonial `#FCC015` yellow on hero pill CTAs, pill geometry throughout, custom visa-font-latin in light/regular weights. Vite Electric purple #646cff + Manrope display + a literal lightning-bolt mark — the build tool that designed itself to feel as fast as it is. Vodafone Vodafone Red broadcast band, monumental 144px display, two-tier button system — corporate-newsroom telecom design. Volkswagen People's-car blue — the deep `#001e50` corporate hue, custom VW Sans, and a friendly-German marketing surface that sells everyday mobility with confidence. Walmart Spark-yellow on big-box blue, Antonio Display + Bogle sans — everyday low prices made loud. Warby Parker Friendly-premium DTC eyewear — white canvas, bright blue + deep navy, fully pill CTAs. Warp Near-black canvas, neon-lime cursor, real terminal screenshots — a marketing site that boots like a shell. Wayfair Near-white canvas, ink-black type, photographic product cards — editorial-light home retail at marketplace scale. Weaviate White canvas with Inter and a signature `#1cdb46` open-source green — modular vector database dressed in approachable engineering chrome. webdesignhot AI-era editorial dark — pure black with one acid-lime accent. Webflow Indigo-to-purple gradient discipline with a precise structural sans — the visual builder that markets itself like a design conference. WHOOP Lime `#a0d10b` voltage on jet-black, Inter precision, recovery-data athlete-grade aesthetic. Wikipedia System-default information design — Linux Libertine serif headings, Vector skin, deliberate non-branding for the encyclopedia of record. WIRED Newsstand-density editorial grid, sharp-corner buttons, mono ALL-CAPS kickers — Conde Nast meets engineering lab. Wise A flexible bright-lime green on cream-white — money that travels in sans-serif and a single confident accent. Workday HR-warm professional in tangerine — Adelle Sans humanist curves, signature `#f37721` orange, and a calm white people-first canvas. WorkOS Pure-white canvas with Untitled Sans 80/500 display + indigo-violet h2 — the B2B-enterprise gravitas aesthetic. X Pure-black canvas with Chirp display — algorithmic minimalism, single-letter wordmark, ruthless type discipline. Xbox Xbox Green on near-black, Microsoft's Segoe UI Display dialed to gamer-coded confidence — bold, energetic, Game Pass-first. Y Combinator Brutalist orange monolith — system-font sans on white canvas, signature `#f26625` orange-red blocks with hard 0px corners. You.com Crisp white developer-doc canvas, custom Lumen Sans, and the indigo `#5368EE` accent — a search API rebrand done as enterprise infrastructure. YouTube YouTube Sans + Roboto + signature `#ff0000` red — content-density at planetary scale. Zed Warm paper-light canvas, IBM Plex Serif headlines at light weight, one electric-blue download button — a code editor's site that reads like a typesetter's page. Zoom Zoom Blue `#0B5CFF` on white — geometric sans wordmark, Workplace-era AI Companion friendly-corporate register. Zora Cream-white canvas, electric purple-orange duet, and a custom display — onchain creator network as zine cover.
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theme
mobile · 390 × 844
Tokens webdesignhot/0.1
- bg
#ffffff - surface
#ffffff - surface-soft
#f5f7fa - surface-tint
#eef4ff - text AAA · 17.9
#101820 - text-muted
#5a6470 - text-faint AA · 4.8
#6b7280 - text-on-brand
#ffffff - text-on-green
#ffffff - brand AA · 5.3
#0060f0 - brand-hover
#0048bf - brand-deep
#003594 - secondary
#128842 - secondary-hover
#0e6e35 - link
#0060f0 - link-hover
#0048bf - border — · 1.4
#d4d9e0 - border-strong — · 2.6
#9aa3af - border-on-dark
rgba(255,255,255,0.24) - scrim
rgba(16,24,32,0.55) - shadow-soft
rgba(16,24,32,0.06) - shadow-medium
rgba(16,24,32,0.12) - shadow-deep
rgba(16,24,32,0.20) - on-brand
#ffffff - success
#128842 - warning
#9a5b00 - danger
#c4001a - info
#0060f0
Ship faster than ever.
display-hero "Open Sans" 80px w700 -0.03em
Ship faster than ever.
display-lg "Open Sans" 56px w700 -0.02em
Ship faster than ever.
h1 "Open Sans" 40px w700 -0.018em
Ship faster than ever.
h1-hero "Open Sans" 32px w700 -0.012em
Built for teams that ship.
h2 "Open Sans" 32px w600 -0.012em
A complete kit
h3 "Open Sans" 24px w600 -0.005em
The quick brown fox jumps over the lazy dog.
h4 "Open Sans" 20px w600 0
The quick brown fox jumps over the lazy dog.
body-lg "Open Sans" 18px w400 0
The quick brown fox jumps over the lazy dog.
body "Open Sans" 16px w400 0
OUR DESIGN SYSTEM
button-label "Open Sans" 16px w600 0
The quick brown fox jumps over the lazy dog.
nav-link "Open Sans" 16px w600 0
The quick brown fox jumps over the lazy dog.
body-sm "Open Sans" 14px w400 0
OUR DESIGN SYSTEM
label "Open Sans" 13px w500 0
OUR DESIGN SYSTEM
caption "Open Sans" 12px w500 0.02em
The quick brown fox jumps over the lazy dog.
legal-micro "Open Sans" 11px w400 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
- micro
2px - sm
4px - brand
5px - md
8px - lg
12px - xl
16px - pill
9999px
Text link →
Card preview
A complete kit — everything your product needs.
Hero, pricing, FAQ, dashboard, docs — every layout your product needs.
New
Stable
v1.0
Design roles 6/8 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 → —
Chase sits in the lineage of major-institution corporate web design — the trust-first tradition descending from Swiss / International Typographic Style: one humanist sans (Open Sans) carrying the whole hierarchy, near-black ink on plain white, generous whitespace as the organizing device, and a single brand color reserved almost entirely for action. It reads less like a startup marketing site and more like a well-set annual report translated to the web, which is exactly right for a bank whose product is confidence. What makes the system specifically Chase is the octagon-blue identity (#0060f0) concentrated into the primary action and the two-CTA dialogue that pairs a blue primary (Sign in) with a green secondary (Open an account). The brand deliberately rejects trend-driven consumer-fintech patterns — no glassmorphism, no gradient meshes, no oversized playful radii, no dark-mode-first aesthetic — and rejects the dense data-grid look of developer tools in favor of calm legibility for a general public making financial decisions.
- The humanist sans that defines the type voice across the entire system
- Grid discipline, sans-serif hierarchy, and whitespace-as-structure that the layout descends from
- The functional-elevation model — shadow as an interactivity / layering signal, not ornament
- Institutional, accessibility-first patterns for high-trust public-facing sites
- The AA / AAA contrast targets the palette is built to clear
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: Chase
tagline: 'Trust-institutional banking UI — white canvas, near-black ink, bright-blue primary + green secondary CTAs in Open Sans.'
updated_at: 2026-05-28T22:15:06.661Z
published_at: 2026-05-28T22:15:06.661Z
author: webdesignhot
source_url: https://www.chase.com
spec: webdesignhot/0.1
quality: curated
featured: false
categories: [saas]
tags: [light, structured, sans, fintech, enterprise]
preview_swatch: ['#ffffff', '#0060f0', '#128842']
related: []
description: 'Chase reads like a major US bank built its public site to look exactly as trustworthy as its balance sheet — a clean white canvas (`#ffffff`), near-black ink (`#101820`), and a single confident bright blue (`#0060f0`) carrying every primary action. The identity is anchored by the Chase octagon mark, and the chrome is deliberately quiet: lots of whitespace, generous body line-height, and Open Sans throughout from headlines to fine print. The chromatic system runs on a two-CTA dialogue — a bright-blue primary (Sign in, radius 5px) paired with a green secondary (Open an account, `#128842`, radius 4px) — so the page always offers an authenticated path and an acquisition path side by side. Headlines are set in Open Sans 700 (the hero h1 lands at 32px), body copy at 16px with comfortable 1.55 line-height, and the whole register is institutional-but-approachable: confident, plainspoken, never trendy. Corners are modest (2–16px), shadows are soft and functional rather than decorative, and the page leans on borders and spacing — not drama — to organize a large amount of financial information into something a first-time visitor can scan without anxiety.'
# 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
colors:
bg: '#ffffff'
surface: '#ffffff'
surface-soft: '#f5f7fa' # subtle gray panel for grouped cards / alternating sections
surface-tint: '#eef4ff' # faint blue wash behind promotional/info modules
text: '#101820' # near-black ink — headlines + body
text-muted: '#5a6470' # secondary copy, captions, helper text
text-faint: '#6b7280' # disclaimers, legal fine print, disabled labels
text-on-brand: '#ffffff' # white reverse on blue primary
text-on-green: '#ffffff' # white reverse on green secondary
brand: '#0060f0' # primary blue — Sign-in CTA, links, focus, octagon energy
brand-hover: '#0048bf' # darkened blue for hover/active on primary
brand-deep: '#003594' # navy-blue for headers, footer band, emphasis
secondary: '#128842' # secondary green — Open-account CTA
secondary-hover: '#0e6e35' # darkened green for hover/active on secondary
link: '#0060f0' # inline link blue (same as brand)
link-hover: '#0048bf' # link hover (darken + underline)
border: '#d4d9e0' # default 1px hairline border (cool gray)
border-strong: '#9aa3af' # stronger divider / input outline on focus-adjacent
border-on-dark: 'rgba(255,255,255,0.24)' # hairlines on navy footer band
scrim: 'rgba(16,24,32,0.55)' # modal / overlay backdrop
shadow-soft: 'rgba(16,24,32,0.06)' # resting card lift
shadow-medium: 'rgba(16,24,32,0.12)' # hover / dropdown elevation
shadow-deep: 'rgba(16,24,32,0.20)' # modal / dialog elevation
on-brand: '#ffffff'
success: '#128842' # success green reuses secondary
warning: '#9a5b00' # amber-brown advisory text on white
danger: '#c4001a' # error red — form validation, alerts
info: '#0060f0' # info banners reuse brand blue
typography:
display:
family: '"Open Sans", system-ui, -apple-system, sans-serif'
weights: [500, 600, 700]
opentype-features: []
body:
family: '"Open Sans", system-ui, -apple-system, sans-serif'
weights: [400, 500, 600]
mono:
family: 'ui-monospace, SFMono-Regular, "SF Mono", Menlo, monospace'
weights: [400, 500]
scale:
display-hero: { size: 80, weight: 700, lineHeight: 1.0, tracking: '-0.03em', family: display, notes: 'campaign splash only; production hero h1 is 32px' }
display-lg: { size: 56, weight: 700, lineHeight: 1.05, tracking: '-0.02em', family: display, notes: 'rare oversized marketing headline' }
h1: { size: 40, weight: 700, lineHeight: 1.1, tracking: '-0.018em', family: display, notes: 'large page title; live hero h1 measures 32px' }
h1-hero: { size: 32, weight: 700, lineHeight: 1.15, tracking: '-0.012em', family: display, notes: 'PRODUCTION hero h1 — Open Sans 32px/700' }
h2: { size: 32, weight: 600, lineHeight: 1.2, tracking: '-0.012em', family: display }
h3: { size: 24, weight: 600, lineHeight: 1.25, tracking: '-0.005em', family: display }
h4: { size: 20, weight: 600, lineHeight: 1.3, tracking: '0', family: body }
body-lg: { size: 18, weight: 400, lineHeight: 1.55, tracking: '0', family: body, notes: 'lead paragraph under headlines' }
body: { size: 16, weight: 400, lineHeight: 1.55, tracking: '0', family: body, notes: 'load-bearing body size' }
body-sm: { size: 14, weight: 400, lineHeight: 1.5, tracking: '0', family: body }
button-label: { size: 16, weight: 600, lineHeight: 1.0, tracking: '0', family: body, notes: 'CTA text — semibold for weight on solid fills' }
nav-link: { size: 16, weight: 600, lineHeight: 1.0, tracking: '0', family: body }
label: { size: 13, weight: 500, lineHeight: 1.4, tracking: '0', family: body }
caption: { size: 12, weight: 500, lineHeight: 1.4, tracking: '0.02em', family: body }
legal-micro: { size: 11, weight: 400, lineHeight: 1.45, tracking: '0', family: body, notes: 'footnote disclosures, member-FDIC fine print' }
radius:
micro: 2 # tiny chrome details, checkbox/inline marks
sm: 4 # secondary green CTA (Open an account), inputs, small chips
brand: 5 # primary blue CTA (Sign in) — Chase's signature button radius
md: 8 # default control radius, dropdown items
lg: 12 # cards, panels
xl: 16 # large feature tiles, modal corners
pill: 9999 # toggle pills, avatar/badge circles, status dots
spacing:
base: 4
scale: [0, 4, 8, 12, 16, 24, 32, 48, 64, 96]
layout:
page-width: 1280
prose-width: 720
header-height: 64
card-gutter: 24
section-vertical: 64
components:
button-primary:
bg: '#0060f0'
color: '#ffffff'
radius: 5
padding: '10px 16px'
border: 'none'
height: 44
font: button-label
use: 'Primary action — bright-blue solid pill-corner button. Authenticated/conversion path ("Sign in", "Continue").'
button-secondary:
bg: '#128842'
color: '#ffffff'
radius: 4
padding: '10px 16px'
border: 'none'
height: 44
font: button-label
use: 'Secondary action — green solid. Acquisition path ("Open an account"). Sits beside the blue primary.'
button-outline:
bg: '#ffffff'
color: '#0060f0'
radius: 5
padding: '10px 16px'
border: '1px solid #0060f0'
height: 44
font: button-label
use: 'Tertiary / low-commitment action paired with a solid CTA ("Learn more", "Explore options").'
button-ghost:
bg: 'transparent'
color: '#0060f0'
radius: 5
padding: '10px 12px'
border: 'none'
height: 40
font: button-label
use: 'Text-style action inside dense modules; underline on hover, no fill at rest.'
card:
bg: '#ffffff'
color: '#101820'
radius: 12
padding: '24px'
border: '1px solid #d4d9e0'
use: 'Default product/offer card on white or soft-gray section. Hairline border + soft resting shadow.'
card-promo:
bg: '#eef4ff'
color: '#101820'
radius: 16
padding: '32px'
border: 'none'
use: 'Promotional/informational tile on faint blue wash — bonus offers, account highlights.'
input:
bg: '#ffffff'
color: '#101820'
radius: 8
padding: '10px 12px'
border: '1px solid #d4d9e0'
height: 48
use: 'Form field. 48px tall for comfortable touch; blue focus ring on activation.'
badge:
bg: '#eef4ff'
color: '#003594'
radius: 9999
padding: '4px 10px'
border: 'none'
font: caption
use: 'Status/category chip — soft-blue fill, navy text. "New", "Limited time".'
badge-success:
bg: '#e6f4ec'
color: '#0e6e35'
radius: 9999
padding: '4px 10px'
border: 'none'
font: caption
use: 'Positive status pill — eligible, approved, available.'
nav-bar:
bg: '#ffffff'
color: '#101820'
radius: 0
padding: '0 24px'
border: '0 0 1px 0 solid #d4d9e0'
height: 64
use: 'Top utility/product nav — white bar, octagon logo left, primary links center, sign-in CTA right.'
footer:
bg: '#003594'
color: '#ffffff'
radius: 0
padding: '48px 24px 32px'
use: 'Deep navy footer band — multi-column link grid, legal disclosures, member-FDIC line, social icons.'
motion:
ease-standard: 'cubic-bezier(0.4, 0, 0.2, 1)'
ease-emphasized: 'cubic-bezier(0.2, 0, 0, 1)'
duration-fast: 150
duration-standard: 240
duration-slow: 320
button-hover: 'background darkens (blue → #0048bf, green → #0e6e35) over 150ms; no transform lift'
card-hover: 'shadow-soft → shadow-medium over 240ms; optional 1px translateY(-2px) on interactive cards'
dropdown-open: 'fade + 4px translateY over 240ms ease-emphasized'
focus-ring: 'instant — no transition on focus outline for clarity'
reduced-motion: 'respects prefers-reduced-motion: reduce — translate/scale removed, color + opacity transitions kept'
breakpoints:
mobile: 640
tablet: 1024
desktop: 1280
wide: 1536
shadows:
resting: 'rgba(16,24,32,0.06) 0 1px 3px 0, rgba(16,24,32,0.04) 0 1px 2px 0' # resting cards
raised: 'rgba(16,24,32,0.12) 0 6px 16px -2px' # hover cards, dropdowns
overlay: 'rgba(16,24,32,0.20) 0 16px 40px -8px' # modals, dialogs
ring: '0 0 0 3px rgba(0,96,240,0.45)' # blue focus ring
philosophy: 'Chase uses shadow functionally, not decoratively — soft, cool-toned (ink-tinted), low-opacity. Elevation signals interactivity (a card you can click) or layering (a menu above content), never ornament. Borders carry most structural delineation; shadow only appears at hover or on floating layers.'
accessibility:
contrast-text-on-bg: 17.89 # #101820 on #ffffff — AAA
contrast-on-brand: 5.34 # #ffffff on #0060f0 — AA body, AAA large
contrast-on-green: 4.54 # #ffffff on #128842 — AA large; pair with >=18.66px/14pt bold for body
contrast-link: 5.34 # #0060f0 link on #ffffff — AA body
contrast-muted: 6.01 # #5a6470 on #ffffff — AA body, AAA large
contrast-faint: 4.83 # #6b7280 on #ffffff — AA body (use only for non-essential fine print)
focus-ring: '3px solid rgba(0,96,240,0.45) with 2px outline-offset (blue ring)'
reduced-motion-honored: true
touch-target-min: 44
keyboard-nav: 'Tab cycles: skip-link → logo → primary nav → utility/sign-in CTA → hero CTAs (blue primary then green secondary) → body modules → footer columns. Visible focus on every stop.'
aria-patterns: 'octagon logo is a link with aria-label="Chase home"; dropdown nav uses aria-expanded + aria-controls; CTA pairs are distinct buttons not toggles; status badges use aria-label when color is the only signal'
screen-reader: 'decorative octagon/icon glyphs are aria-hidden; legal disclosure footnotes linked via aria-describedby from the claims they qualify; member-FDIC line announced as static text'
lineage:
summary: 'Chase sits in the lineage of major-institution corporate web design — the trust-first tradition descending from Swiss / International Typographic Style: one humanist sans (Open Sans) carrying the whole hierarchy, near-black ink on plain white, generous whitespace as the organizing device, and a single brand color reserved almost entirely for action. It reads less like a startup marketing site and more like a well-set annual report translated to the web, which is exactly right for a bank whose product is confidence. What makes the system specifically Chase is the octagon-blue identity (#0060f0) concentrated into the primary action and the two-CTA dialogue that pairs a blue primary (Sign in) with a green secondary (Open an account). The brand deliberately rejects trend-driven consumer-fintech patterns — no glassmorphism, no gradient meshes, no oversized playful radii, no dark-mode-first aesthetic — and rejects the dense data-grid look of developer tools in favor of calm legibility for a general public making financial decisions.'
influences:
- name: Open Sans (Steve Matteson / Google Fonts)
role: The humanist sans that defines the type voice across the entire system
url: https://fonts.google.com/specimen/Open+Sans
- name: Swiss / International Typographic Style
role: Grid discipline, sans-serif hierarchy, and whitespace-as-structure that the layout descends from
url: https://en.wikipedia.org/wiki/International_Typographic_Style
- name: Material Design
role: The functional-elevation model — shadow as an interactivity / layering signal, not ornament
url: https://m3.material.io
- name: U.S. Web Design System (USWDS)
role: Institutional, accessibility-first patterns for high-trust public-facing sites
url: https://designsystem.digital.gov
- name: Web Content Accessibility Guidelines (WCAG)
role: The AA / AAA contrast targets the palette is built to clear
url: https://www.w3.org/WAI/standards-guidelines/wcag/
dark-mode: null # Public marketing site is light-only — white canvas is core to the trust-institutional register. Authenticated app surfaces are out of scope.
---
## 1. Visual Theme & Atmosphere
Chase's public site reads like a major US bank decided its website should look exactly as trustworthy as its balance sheet. The canvas is plain, confident **white** (`#ffffff`) — no warm tint, no texture, no gradient wash — and against it sits near-black ink (`#101820`) for everything you read. The effect is clarity over personality: a first-time visitor lands on a wall of financial choices (checking, credit cards, mortgages, investing) and the design's entire job is to make that wall scannable without anxiety. It does this with whitespace, hairline borders, and a single bright blue, rather than with color, drama, or motion.
The identity anchor is the **Chase octagon** — the blue eight-sided mark that has signaled the bank since the 1960s — and the site borrows its energy as one dominant brand blue: `#0060f0`. That blue is disciplined. It carries the primary call to action ("Sign in"), inline links, and the focus ring, and it appears almost nowhere else as a large fill. The result is that blue always means "this is the thing to click," which is precisely the legibility a bank wants when a customer is hunting for the sign-in button under stress.
The most distinctive structural gesture is the **two-CTA dialogue**. Chase nearly always presents two solid buttons side by side: a bright-blue primary (Sign in, with a soft 5px radius) and a green secondary (Open an account, `#128842`, 4px radius). One button is the authenticated path for existing customers; the other is the acquisition path for new ones. This pairing repeats from the header into hero modules and product cards, so the page reliably offers both "I already bank here" and "I want to" without making the visitor choose a single funnel. The green is the only other saturated color on the page, and its job is narrow: account acquisition.
Typography is **Open Sans** end to end — headlines, body, buttons, and fine print all share the one humanist sans. Headlines run at weight 700 (the production hero h1 lands at a restrained 32px rather than a giant splash), body copy sits at 16px with a generous 1.55 line-height, and disclosures drop to 11–12px. There is no second display face, no serif accent, no script. The contrast in the hierarchy comes entirely from size and weight, which keeps the page feeling like one calm institutional voice rather than a marketing collage.
The overall atmosphere is **institutional-but-approachable**. Corners are modest (2–16px — present enough to feel modern, never so round they read as playful). Shadows are soft, cool, and functional — they signal "this card is clickable" or "this menu floats above," never decoration. Sections are separated by air and the occasional faint-gray or pale-blue panel, not by heavy rules. Everything communicates the same thing the brand wants you to feel about your money there: steady, legible, in good hands.
**Key Characteristics:**
- Plain white canvas (`#ffffff`) — no tint, no texture; clarity over warmth
- Near-black ink (`#101820`) for all reading text, giving AAA contrast on white
- One dominant brand blue (`#0060f0`) reserved for primary CTA, links, and focus
- Signature two-CTA dialogue: blue primary ("Sign in") beside green secondary ("Open an account")
- Green (`#128842`) used narrowly for the acquisition path — the only other saturated fill
- Open Sans across the entire system — no second typeface, hierarchy via size/weight
- Modest corner radii (2–16px); 5px on the blue primary, 4px on the green secondary
- Soft, cool, low-opacity shadows used functionally — interactivity and layering, not ornament
- Borders + whitespace carry structure; the page organizes dense financial info without crowding
- Deep navy footer band (`#003594`) closing the page with disclosures and member-FDIC fine print
## 2. Color Palette & Roles
### Primary / Brand
- **Brand Blue** (`#0060f0`) [→ `brand`]: the dominant action color — primary CTA fill ("Sign in", "Continue"), inline links, focus ring. The page's "click here" signal.
- **Brand Blue Hover** (`#0048bf`) [→ `brand-hover`]: darkened blue for hover/active on the primary button and link hover.
- **Brand Deep / Navy** (`#003594`) [→ `brand-deep`]: navy for the footer band, emphasis headings, and badge text — the steady, authoritative end of the blue range.
### Secondary
- **Secondary Green** (`#128842`) [→ `secondary`]: the acquisition CTA fill ("Open an account"). The only other saturated fill on the page; never used for navigation or links.
- **Secondary Green Hover** (`#0e6e35`) [→ `secondary-hover`]: darkened green for hover/active on the green CTA.
### Interactive
- **Link** (`#0060f0`) [→ `link`]: inline text links — same hue as brand, underlined on hover.
- **Link Hover** (`#0048bf`) [→ `link-hover`]: link hover state, darken plus underline.
### Neutral / Text
- **Ink** (`#101820`) [→ `text`]: near-black for headlines and body copy. AAA on white.
- **Muted** (`#5a6470`) [→ `text-muted`]: secondary copy, captions, helper text. AA on white.
- **Faint** (`#6b7280`) [→ `text-faint`]: disclaimers and disabled labels. Use only for non-essential fine print.
- **On-Brand White** (`#ffffff`) [→ `text-on-brand`]: white reverse on blue primary and on the green secondary.
### Surface & Background
- **Canvas** (`#ffffff`) [→ `bg` / `surface`]: page background and default card surface.
- **Soft Gray Panel** (`#f5f7fa`) [→ `surface-soft`]: subtle gray for grouped cards and alternating section bands.
- **Blue Tint** (`#eef4ff`) [→ `surface-tint`]: faint blue wash behind promotional/informational modules and soft-blue badges.
### Borders
- **Border** (`#d4d9e0`) [→ `border`]: default 1px cool-gray hairline on cards, inputs, and dividers.
- **Border Strong** (`#9aa3af`) [→ `border-strong`]: heavier divider / input outline near focus.
- **Border on Dark** (`rgba(255,255,255,0.24)`) [→ `border-on-dark`]: hairlines inside the navy footer band.
### Shadow Colors
Chase shadows are ink-tinted and cool (`rgba(16,24,32, …)`), kept at very low opacity (6–20%). The resting state is barely-there (6% at 3px blur); hover lifts to 12%; modals reach 20%. Shadows never warm the page — they only suggest depth on layers a user can interact with.
### Semantic
- **Success** (`#128842`) [→ `success`]: reuses the secondary green — eligible, approved, available.
- **Warning** (`#9a5b00`) [→ `warning`]: amber-brown advisory text on white (passes body contrast).
- **Danger** (`#c4001a`) [→ `danger`]: error red for form validation and alert banners.
- **Info** (`#0060f0`) [→ `info`]: informational banners reuse brand blue.
### Gradient System
Chase uses essentially no programmatic gradients in the core UI. Any sense of depth comes from (1) the faint blue tint (`#eef4ff`) layered behind promo modules and (2) soft ink-tinted card shadows. Flat fills are the rule — gradients would undercut the plainspoken, trustworthy register.
## 3. Typography Rules
### Font Family
- **Primary**: `Open Sans` — a humanist sans used for every headline, body paragraph, button, nav link, and disclosure. One face, top to bottom.
- **Fallback stack**: `system-ui, -apple-system, sans-serif` — graceful native fallback that preserves the humanist, neutral tone before Open Sans loads.
- **Mono** (rare): `ui-monospace, SFMono-Regular, "SF Mono", Menlo, monospace` — reserved for account/reference numbers and code-like values.
### Hierarchy
| Role | Size | Weight | Line Height | Letter Spacing | Notes |
|------|------|--------|-------------|----------------|-------|
| Display hero | 80 | 700 | 1.0 | -0.03em | Campaign splash only — not the production hero |
| Display large | 56 | 700 | 1.05 | -0.02em | Rare oversized marketing headline |
| H1 | 40 | 700 | 1.1 | -0.018em | Large page title |
| H1 (production hero) | 32 | 700 | 1.15 | -0.012em | The live hero h1 — Open Sans 32px/700 |
| H2 (section) | 32 | 600 | 1.2 | -0.012em | Section titles |
| H3 (card title) | 24 | 600 | 1.25 | -0.005em | Card and module headings |
| H4 (subhead) | 20 | 600 | 1.3 | 0 | Sub-section labels |
| Body large (lead) | 18 | 400 | 1.55 | 0 | Lead paragraph under a headline |
| Body | 16 | 400 | 1.55 | 0 | Load-bearing body size |
| Body small | 14 | 400 | 1.5 | 0 | Secondary copy, dense lists |
| Button label | 16 | 600 | 1.0 | 0 | CTA text — semibold for weight on solid fills |
| Nav link | 16 | 600 | 1.0 | 0 | Top-nav primary links |
| Label | 13 | 500 | 1.4 | 0 | Form labels, eyebrows |
| Caption | 12 | 500 | 1.4 | 0.02em | Badge text, timestamps, helper notes |
| Legal micro | 11 | 400 | 1.45 | 0 | Footnote disclosures, member-FDIC fine print |
### Principles
- **One font, full stack.** Open Sans handles display through fine print. Hierarchy comes from size and weight, never from a second face. Adding a serif or display accent breaks the institutional calm.
- **Body is 16px at 1.55 line-height.** The generous leading is deliberate — financial copy is dense and the loose lines keep long disclosures readable. Don't tighten below ~1.5.
- **Headlines are 700, body is 400, controls are 600.** Three weights do all the work. Button and nav labels sit at semibold (600) so they hold weight on solid fills without shouting.
- **Slight negative tracking on large headlines only** (-0.012em to -0.03em). Body and small sizes run at 0 — no tightening that would hurt legibility at reading scale.
- **The production hero is restrained.** Despite an 80px display token existing, the live hero h1 is 32px/700 — Chase favors a measured headline over a giant splash, reinforcing the steady tone.
- **Fine print is honest, not hidden.** Legal micro is 11px/400 at 1.45 line-height — small but readable; never gray it below the `#6b7280` faint stop.
- **No uppercase headlines.** Sentence case throughout; uppercase is limited to short labels/eyebrows if used at all.
### Note on Font Substitutes
Open Sans is open-source (Google Fonts) and free to self-host, so substitution is rarely necessary. If a project must swap it:
- **Source Sans 3** or **Noto Sans** are the closest humanist matches.
- **Inter** works as a generic stand-in — expect a slightly larger x-height and more geometric letterforms; nudge body line-height up to ~1.6 to compensate.
- Whatever the substitute, keep three weights (400 / 600 / 700), the 16px/1.55 body, and the modest negative tracking on large headings only.
## 4. Component Stylings
### Buttons
**`button-primary`** — Primary, bright-blue solid
- Background: Brand Blue (`#0060f0`)
- Text: White (`#ffffff`)
- Border: none
- Radius: 5px (Chase's signature primary radius)
- Padding: 10px 16px
- Height: ~44px
- Font: Open Sans 16/600
- Hover: background darkens to `#0048bf` over 150ms; no transform
- Active: same fill, optional 1px inset feel
- Use: the authenticated/conversion action ("Sign in", "Continue", "Log in")
**`button-secondary`** — Secondary, green solid
- Background: Secondary Green (`#128842`)
- Text: White (`#ffffff`)
- Border: none
- Radius: 4px
- Padding: 10px 16px
- Height: ~44px
- Font: Open Sans 16/600
- Hover: background darkens to `#0e6e35` over 150ms
- Use: the acquisition action ("Open an account") — sits beside the blue primary
- Note: white-on-green is AA at large only; the 16/600 label and 44px target keep it legible, but never use this green for body-size text
**`button-outline`** — Tertiary, blue outline
- Background: White (`#ffffff`)
- Text: Brand Blue (`#0060f0`)
- Border: 1px solid Brand Blue
- Radius: 5px
- Padding: 10px 16px
- Font: Open Sans 16/600
- Hover: faint blue tint fill (`#eef4ff`)
- Use: low-commitment action paired with a solid CTA ("Learn more", "Explore options")
**`button-ghost`** — Text-style action
- Background: transparent
- Text: Brand Blue (`#0060f0`)
- Border: none
- Radius: 5px (for focus ring shape)
- Padding: 10px 12px
- Hover: underline appears; no fill
- Use: in-module text actions inside dense lists where a solid button would be too heavy
### Cards & Containers
**`card`** — Default product/offer card
- Background: White (`#ffffff`)
- Text: Ink (`#101820`)
- Border: 1px solid Border (`#d4d9e0`)
- Radius: 12px
- Padding: 24px
- Shadow: resting (`rgba(16,24,32,0.06) 0 1px 3px`)
- Hover (when interactive): shadow lifts to raised (`12%`), optional `translateY(-2px)`
- Use: product summaries, offer tiles, content modules on white or soft-gray sections
**`card-promo`** — Promotional/informational tile
- Background: Blue Tint (`#eef4ff`)
- Text: Ink (`#101820`)
- Border: none
- Radius: 16px
- Padding: 32px
- Use: bonus offers, account highlights, "limited time" modules — the tint sets it apart from plain content without a heavy border
### Badges / Tags / Pills
**`badge`** — Status/category chip
- Background: Blue Tint (`#eef4ff`)
- Text: Navy (`#003594`)
- Radius: 9999px (pill)
- Padding: 4px 10px
- Font: Open Sans 12/500
- Use: "New", "Limited time", category labels
**`badge-success`** — Positive status pill
- Background: pale green (`#e6f4ec`)
- Text: Green hover stop (`#0e6e35`)
- Radius: 9999px
- Padding: 4px 10px
- Use: eligible / approved / available indicators
### Inputs & Forms
**`input`** — Standard form field
- Background: White (`#ffffff`)
- Text: Ink (`#101820`)
- Border: 1px solid Border (`#d4d9e0`)
- Radius: 8px
- Padding: 10px 12px
- Height: 48px (comfortable touch)
- Focus: 3px blue ring (`rgba(0,96,240,0.45)`) with 2px offset; border strengthens
- Label: 13px/500 above the field; helper text 14px muted below
- Error: border + helper text switch to Danger (`#c4001a`); icon optional
- Use: sign-in fields, account-open forms, search
### Navigation
**`nav-bar`** — Top product/utility nav
- Background: White (`#ffffff`)
- Height: 64px
- Border: 1px bottom hairline (`#d4d9e0`)
- Content: Chase octagon logo left, primary product links center (Open Sans 16/600), blue "Sign in" primary CTA at right; "Open an account" green secondary often beside it
- Dropdowns: white panels with raised shadow, 4px fade-in, hairline border
- Link style: ink text, no underline at rest; blue underline or blue text on hover/active
**Mobile Nav**
- Collapses to: octagon logo + hamburger + sign-in. Full-screen overlay stacks primary links vertically; the blue/green CTA pair pins near the top of the overlay.
### Footer
- Background: Deep Navy (`#003594`)
- Text: White
- Padding: 48px top / 24px sides / 32px bottom
- Structure: multi-column link grid (banking, cards, lending, investing, about), legal disclosures row, member-FDIC and Equal Housing Lender lines, social icons
- Dividers: `rgba(255,255,255,0.24)` hairlines
- Link style: white, 14px; underline on hover
## 5. Layout Principles
### Spacing System
- **Base unit**: 4px
- **Scale**: 0 / 4 / 8 / 12 / 16 / 24 / 32 / 48 / 64 / 96
- **Section vertical padding**: ~64px between major sections on desktop; ~32–48px on mobile
- **Card internal padding**: 24px (default), 32px (promo tiles); ~16px on mobile
- **Card gutter**: 24px between cards in a grid
### Grid & Container
- **Max content width**: ~1280px centered, with ~24px horizontal gutter at small sizes growing symmetrically on wide screens
- **Prose width**: ~720px for long-form reading (disclosures, articles)
- **Column pattern**: 12-column implied. Common layouts are 2-up (headline + supporting copy), 3-up product card rows, and full-width hero bands. Product grids reflow 3-up → 2-up → 1-up as width drops.
- **Header**: fixed 64px white bar with bottom hairline
### Whitespace Philosophy
Chase uses whitespace as the primary organizing tool. A page that lists checking, savings, cards, and loans could feel like a dense directory; instead, generous section padding and 1.55 body leading let each module breathe. The rule of thumb: when content gets dense (a comparison table, a fee schedule), add air and a soft-gray band rather than borders or color to separate it. Empty space here signals "take your time" — the right tone for financial decisions.
### Section Cadence
A typical homepage scroll:
1. White nav bar (octagon logo + links + blue/green CTA pair)
2. Hero band — 32px/700 headline, lead paragraph, the two-CTA dialogue
3. Product card row (3-up cards on white)
4. Soft-gray or blue-tint promo band (offer / bonus module)
5. Secondary product row or feature module
6. Trust/reassurance band (security, FDIC, support)
7. Deep navy footer with disclosures and member-FDIC line
## 6. Shapes & Radius Scale
| Radius | Tier | Use |
|--------|------|-----|
| 2px | Micro | Tiny chrome details, inline marks, checkboxes |
| 4px | Standard | Secondary green CTA ("Open an account"), small chips |
| 5px | Brand | Primary blue CTA ("Sign in") — Chase's signature button radius |
| 8px | Comfortable | Default controls, inputs, dropdown items |
| 12px | Relaxed | Cards and panels |
| 16px | Featured | Large feature tiles, promo cards, modal corners |
| 9999px | Pill | Status badges, toggle pills, avatar/badge circles, status dots |
The scale is deliberately modest and tight. The two solid CTAs sit one point apart on purpose — 5px on the blue primary, 4px on the green secondary — a subtle differentiation you feel more than see, reinforcing that they are two distinct actions, not a toggle. Beyond buttons, radii climb gently (8 → 12 → 16) for nested surfaces and resolve to full-pill only on small chips and circular elements. Nothing on the page is sharp-cornered, and nothing is so round it reads as playful — the corners say "modern bank," not "consumer app."
## 7. Depth & Elevation
| Level | Treatment | Use |
|-------|-----------|-----|
| 0 | No shadow, 1px border | Default — most content sits flat on white with a hairline border |
| 1 | `rgba(16,24,32,0.06) 0 1px 3px 0, rgba(16,24,32,0.04) 0 1px 2px 0` | Resting interactive cards — a faint cushion |
| 2 | `rgba(16,24,32,0.12) 0 6px 16px -2px` | Hover cards, open dropdowns — clearly lifted |
| 3 | `rgba(16,24,32,0.20) 0 16px 40px -8px` | Modals, dialogs — floating above a dimmed scrim |
### Shadow Philosophy
Chase treats shadow as a **signal of interactivity and layering, not decoration**. At rest, most surfaces use a 1px cool-gray border rather than a shadow; structure comes from borders and spacing. Shadow appears in three situations only: (1) a card the user can click gets a faint resting cushion; (2) hovering a card or opening a menu lifts it to Level 2; (3) a modal floats at Level 3 above a 55%-opacity ink scrim. All shadows are ink-tinted and cool, kept at 6–20% opacity, so they read as quiet depth rather than drama. The page never uses warm, colored, or hard-edged shadows.
### Decorative Depth
- **Blue-tint promo bands** (`#eef4ff`): the faint wash creates a sense of a layered panel without a border or shadow
- **Soft-gray section bands** (`#f5f7fa`): alternate-band shading separates dense modules using tone, not lines
- **Card resting cushion**: the barely-there Level 1 shadow tells the eye which surfaces are tappable
## 8. Interaction & Motion
### Easing Curves
- **Standard**: `cubic-bezier(0.4, 0, 0.2, 1)` — most color, background, and opacity transitions
- **Emphasized**: `cubic-bezier(0.2, 0, 0, 1)` — dropdown and menu reveals
### Duration Buckets
- **Fast** (150ms): button hover background darken, link underline
- **Standard** (240ms): card shadow lift, dropdown fade-in
- **Slow** (320ms): larger panel/overlay transitions, accordion expand
### Per-Component Motion
**Primary / secondary buttons**
- Hover: background darkens (blue → `#0048bf`, green → `#0e6e35`) over 150ms
- No transform lift — buttons stay grounded; the color shift is the whole feedback
- Active: instant, no bounce
**Cards**
- Hover (interactive only): shadow Level 1 → Level 2 over 240ms; optional `translateY(-2px)`
- Non-interactive cards do not animate on hover
**Dropdown / nav menus**
- Open: fade + 4px `translateY` over 240ms ease-emphasized
- Close: instant or quick fade
**Inputs**
- Focus: blue ring appears instantly (no transition) for unambiguous feedback; border strengthens
**Links**
- Hover: color darkens and underline appears over 150ms
### Page Transitions
Standard multi-page navigation — no SPA route animation. New pages load fresh; the white canvas and fixed nav keep continuity. Modals fade in over the scrim at 240ms.
### Reduced Motion Strategy
`@media (prefers-reduced-motion: reduce)`:
- Card `translateY` lift removed — shadow change alone conveys hover
- Dropdown `translateY` removed — fade only
- Focus ring already instant — unchanged
- Color/opacity transitions preserved (they don't cause vestibular discomfort)
## 9. Accessibility & A11y
### Contrast Pairs
| Pair | Ratio | WCAG Level |
|------|-------|------------|
| `#101820` ink on `#ffffff` canvas | 17.89:1 | AAA |
| `#ffffff` on `#0060f0` brand blue | 5.34:1 | AA body, AAA large |
| `#ffffff` on `#128842` green | 4.54:1 | AA large — pair with ≥14pt bold / 18.66px |
| `#0060f0` link on `#ffffff` | 5.34:1 | AA body |
| `#5a6470` muted on `#ffffff` | 6.01:1 | AA body, AAA large |
| `#6b7280` faint on `#ffffff` | 4.83:1 | AA body — non-essential fine print only |
### Focus Indicators
- 3px blue ring (`rgba(0,96,240,0.45)`) with 2px outline-offset on every focusable element
- The ring uses the brand blue rather than the browser default, but is clearly visible on white
- Applied to: nav links, both CTA buttons, inputs, footer links, card links
### ARIA Patterns
- The octagon logo is a link with `aria-label="Chase home"`; the glyph itself is `aria-hidden`
- Dropdown nav uses `aria-expanded` + `aria-controls` on the trigger; menu is `role="menu"`
- The blue/green CTA pair are two distinct `<button>`/`<a>` elements — not a toggle group; each has clear text
- Status badges that rely on color (success green, info blue) carry an `aria-label` so the state is announced
- Error fields use `aria-invalid="true"` + `aria-describedby` pointing to the error text
### Keyboard Navigation
- Tab order: skip-link → logo → primary nav → utility/sign-in CTA → hero CTAs (blue primary, then green secondary) → body modules → footer columns
- Skip-link "Skip to main content" at the very top
- Dropdowns: Enter/Space opens, arrow keys move, Escape closes and returns focus to trigger
- Modals: focus-trapped; Escape dismisses
### Screen Reader Hints
- Decorative octagon and icon glyphs are `aria-hidden="true"`
- Legal disclosure footnotes are linked from the claims they qualify via `aria-describedby` so APR/fee asterisks are announced in context
- The member-FDIC and Equal Housing Lender lines are announced as static informational text
- Product imagery uses meaningful `alt`; purely decorative imagery uses `alt=""`
### Reduced Motion Handling
Detailed in §8 — the system respects `prefers-reduced-motion: reduce`, removing translate/scale while keeping color and opacity transitions.
## 10. Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|------|-------|-------------|
| Mobile | ≤640px | Nav collapses to logo + hamburger + sign-in; primary links behind overlay; product cards stack 1-up; hero headline drops toward ~24–28px; CTA pair stacks vertically (blue above green) full-width |
| Tablet | 641–1024px | Nav shows a reduced link set; product cards arrange 2-up; hero headline ~28–32px |
| Desktop | 1025–1280px | Full nav with primary links centered; product cards 3-up; hero at 32px with side-by-side CTA pair |
| Wide | ≥1536px | Content max-width caps ~1280px; gutters grow symmetrically; section bands span full width with centered content |
### Touch Targets
All interactive elements meet or exceed 44×44px. Both CTA buttons are ~44px tall; inputs are 48px; the mobile hamburger and sign-in are ≥44px. No tap target drops below 44px at any breakpoint.
### Per-Component Collapsing
- **Nav**: full link bar → hamburger overlay. The sign-in CTA stays visible in the collapsed bar; "Open an account" moves into the overlay.
- **CTA pair**: side-by-side (blue then green) on desktop → stacked full-width (blue on top) on mobile. Order is preserved so the primary action stays first.
- **Product grid**: 3-up → 2-up → 1-up.
- **Footer**: multi-column grid → stacked accordion sections on mobile.
- **Spacing**: section padding compresses from ~64px to ~32px on mobile.
### Image Behavior
Product and lifestyle imagery scales within its card, cropped to the card's radius. Lazy loading is standard (`loading="lazy"`) with a neutral placeholder that holds the white canvas during load — no warm tint, no skeleton shimmer beyond a faint gray block.
## 11. Content & Voice
### Tone
The voice is **institutional-but-approachable** — a major bank speaking plainly to a broad audience. It is confident, clear, and reassuring, never trendy, never slangy, never anxious. Sentences are short and concrete; the brand explains money matters without jargon and without overpromising.
### Microcopy Patterns
- **Button verbs**: "Sign in", "Open an account", "Continue", "Learn more", "Get started", "Apply now", "Explore" — direct, action-first
- **Headline structure**: plainspoken benefit statements ("Banking made easy", "Find the card for you") rather than clever wordplay
- **Body copy**: concrete, second-person ("you"), with disclosures handled honestly rather than buried
- **Error messages**: specific and calm ("Enter a valid username", "Your password doesn't match our records. Try again.") — never blaming, never cute
- **Success confirmations**: brief and clear ("Your account is open", "You're signed in")
### Empty States
Empty modules read as informative, not playful: "No transactions yet" or "Nothing to show here" — the brand stays in character and avoids jokey copy.
### CTA Verb Conventions
Chase favors direct, transactional imperatives:
- Sign in
- Open an account
- Continue
- Apply now
- Get started
- Learn more
- Explore
It avoids:
- Overly casual invitations ("Let's go!", "Jump in!")
- Hype verbs ("Unlock", "Supercharge")
- Excitement punctuation in CTAs (no exclamation points on buttons)
## 12. Dark Mode & Theming
**The public marketing site is light-only — no dark variant.** The white canvas is core to the trust-institutional register; inverting it would undercut the plain, legible tone the brand depends on. Authenticated app surfaces are out of scope for this entry.
### Theming Notes for Derivatives
If you must adapt this system to a dark mode for a derivative product:
- Swap `#ffffff` canvas → `#0e1420` (deep cool near-navy, keeping the cool cast)
- Swap `#101820` ink → `#f3f5f8` (near-white text)
- Swap `#f5f7fa` soft panel → `#161d2b`; `#eef4ff` tint → `#13233f`
- Brand blue `#0060f0` lightens to ~`#3d86ff` for adequate contrast on dark
- Secondary green `#128842` lightens to ~`#2bbd6a` on dark
- Borders shift from `#d4d9e0` to `rgba(255,255,255,0.14)`
- Re-verify all contrast pairs against the new dark canvas — do not assume the light ratios carry over
## 13. Lineage & Influences
Chase's design language sits squarely in the lineage of **major-institution corporate web design** — the disciplined, trust-first tradition that descends from Swiss/International Typographic Style by way of decades of bank and enterprise sites. Its core moves are textbook: one humanist sans (Open Sans) carrying the whole hierarchy, a near-black ink on plain white, generous whitespace as the organizing device, and a single brand color reserved almost entirely for action. The result reads less like a startup's marketing site and more like a well-set annual report translated to the web — and that is exactly the point for a bank whose product is confidence.
What makes the system specifically *Chase* is the **octagon-blue identity** and the **two-CTA dialogue**. The blue (`#0060f0`) borrows the energy of the iconic octagon mark and concentrates it into the primary action, while the green secondary (`#128842`) gives the acquisition path its own clear lane. The brand deliberately **rejects** the trend-driven patterns of consumer fintech — no glassmorphism, no gradient meshes, no oversized playful radii, no dark-mode-first aesthetic. It also rejects the dense, data-grid look of developer tools; the priority is calm legibility for a general public making financial decisions, not feature density.
### Named Influences
- Open Sans (Steve Matteson / Google Fonts) — the humanist sans that defines the type voice — https://fonts.google.com/specimen/Open+Sans
- Swiss / International Typographic Style — grid discipline, sans-serif hierarchy, whitespace as structure — https://en.wikipedia.org/wiki/International_Typographic_Style
- Material Design — the functional-elevation model (shadow as interactivity/layering signal) that the depth system echoes — https://m3.material.io
- U.S. Web Design System (USWDS) — institutional, accessibility-first patterns for high-trust public sites — https://designsystem.digital.gov
- Web Content Accessibility Guidelines (WCAG) — the AA/AAA contrast targets the palette is built to clear — https://www.w3.org/WAI/standards-guidelines/wcag/
- Chase brand / octagon identity context — the blue mark that anchors the palette — https://www.chase.com
## 14. Do's and Don'ts
### Do
- Use plain white (`#ffffff`) as the page canvas — no tint, no texture
- Set all text in near-black ink (`#101820`) for AAA contrast on white
- Reserve brand blue (`#0060f0`) for primary CTAs, links, and the focus ring
- Pair a blue primary ("Sign in") with a green secondary ("Open an account") in heroes and headers
- Keep the primary blue button at 5px radius and the green secondary at 4px — the one-point difference is intentional
- Set everything in Open Sans — headlines (700), controls (600), body (400)
- Run body at 16px / 1.55 line-height for comfortable reading of dense financial copy
- Use 1px cool-gray borders (`#d4d9e0`) and whitespace to organize content
- Apply shadows only to interactive or floating layers, kept cool and low-opacity
- Use the soft-gray (`#f5f7fa`) and blue-tint (`#eef4ff`) bands to separate dense modules
- Keep disclosures honest and readable — 11px/400 minimum, never below the faint stop
- Close the page on the deep navy footer band (`#003594`) with member-FDIC fine print
### Don't
- Don't tint the canvas warm or add background texture — it reads less trustworthy
- Don't use green for navigation, links, or anything but the acquisition CTA and success states
- Don't put white body-size text on the green — it's AA at large only; keep it to 16/600 button labels and up
- Don't introduce a second typeface — no serif accent, no display font
- Don't use oversized playful radii — corners stay 2–16px; nothing rounder than a small pill chip
- Don't use warm, colored, or hard-edged shadows — depth is cool, soft, and functional only
- Don't make the two CTAs a toggle — they are two distinct, simultaneously-available actions
- Don't crowd the page with color; blue and green are the only saturated fills
- Don't drop body line-height below ~1.5 to fit more content — add a band or whitespace instead
- Don't bury disclosures in micro-gray below `#6b7280` — fine print stays legible
- Don't add exclamation points or hype verbs to CTAs — the voice is plain and confident
- Don't ship a dark mode for the public marketing site — the white canvas is core to the register
## 15. Agent Prompt Guide
### Quick Color Reference
- Background: White (`#ffffff`) — plain canvas, no tint
- Heading + body text: Ink (`#101820`) — near-black
- Primary CTA / links / focus: Brand Blue (`#0060f0`)
- Primary CTA hover: Brand Blue Hover (`#0048bf`)
- Secondary CTA: Green (`#128842`) — "Open an account" only
- Secondary CTA hover: Green Hover (`#0e6e35`)
- Navy / footer / emphasis: Deep Navy (`#003594`)
- Muted text: (`#5a6470`); faint fine print: (`#6b7280`)
- Border hairline: (`#d4d9e0`); soft panel: (`#f5f7fa`); blue tint: (`#eef4ff`)
- Error: (`#c4001a`); success: (`#128842`)
### Example Component Prompts
- "Create a banking hero band on a white background: a 32px / Open Sans 700 headline in near-black `#101820`, an 18px lead paragraph below in `#101820`, and two buttons side by side — a bright-blue `#0060f0` primary labeled 'Sign in' at 5px radius with white text, and a green `#128842` secondary labeled 'Open an account' at 4px radius with white text. Both ~44px tall, Open Sans 16/600 labels."
- "Design a product card: white fill, 1px `#d4d9e0` border, 12px radius, 24px padding, a 24px/600 ink title, 16px/400 body copy, and a blue outline button ('Learn more', `#0060f0` text and border, 5px radius). Add a faint resting shadow `rgba(16,24,32,0.06) 0 1px 3px` and lift to `0 6px 16px -2px` on hover."
- "Build a top navigation bar: 64px white bar with a 1px bottom hairline `#d4d9e0`, the Chase octagon logo at left, primary links centered in Open Sans 16/600 ink, and at the right a blue 'Sign in' primary beside a green 'Open an account' secondary."
- "Create a promotional tile: faint blue `#eef4ff` background, no border, 16px radius, 32px padding, a navy `#003594` pill badge reading 'Limited time', a 24px/600 ink headline, and a blue primary CTA."
- "Design a form field: white background, 1px `#d4d9e0` border, 8px radius, 48px tall, a 13px/500 label above and 14px muted helper text below. On focus show a 3px blue ring `rgba(0,96,240,0.45)` with 2px offset. On error switch border and helper text to `#c4001a`."
- "Create a deep-navy footer band (`#003594`, white text): a multi-column link grid, `rgba(255,255,255,0.24)` hairline dividers, and a bottom row with member-FDIC and Equal Housing Lender fine print at 11px."
### Iteration Guide
1. Start from white — if a screen feels off, make sure the canvas is `#ffffff` with no tint; this single change pulls the mood toward Chase.
2. Refine one component at a time; reference both the color name and hex from this guide.
3. Keep blue scarce — if more than the primary CTA, links, and focus use blue at large scale, pull something back to ink or a border.
4. Use the two-CTA pairing deliberately — blue primary for the authenticated/conversion path, green for account acquisition; never both blue.
5. Reach for whitespace and a soft-gray or blue-tint band before reaching for a border or color to separate sections.
6. Hold the type to Open Sans at three weights (700 / 600 / 400) and body at 16/1.55 — resist adding a second face.
7. Keep radii modest (5px blue button, 4px green button, 8–16px surfaces) and shadows cool and functional.
8. Say the feel out loud — "steady", "plainspoken", "trust-institutional" — and cut anything that reads as trendy, playful, or hyped.
---
*Theme-toggle audit: score=0, signals=[none]*
1. Visual Theme & Atmosphere
Chase’s public site reads like a major US bank decided its website should look exactly as trustworthy as its balance sheet. The canvas is plain, confident white (#ffffff) — no warm tint, no texture, no gradient wash — and against it sits near-black ink (#101820) for everything you read. The effect is clarity over personality: a first-time visitor lands on a wall of financial choices (checking, credit cards, mortgages, investing) and the design’s entire job is to make that wall scannable without anxiety. It does this with whitespace, hairline borders, and a single bright blue, rather than with color, drama, or motion.
The identity anchor is the Chase octagon — the blue eight-sided mark that has signaled the bank since the 1960s — and the site borrows its energy as one dominant brand blue: #0060f0. That blue is disciplined. It carries the primary call to action (“Sign in”), inline links, and the focus ring, and it appears almost nowhere else as a large fill. The result is that blue always means “this is the thing to click,” which is precisely the legibility a bank wants when a customer is hunting for the sign-in button under stress.
The most distinctive structural gesture is the two-CTA dialogue. Chase nearly always presents two solid buttons side by side: a bright-blue primary (Sign in, with a soft 5px radius) and a green secondary (Open an account, #128842, 4px radius). One button is the authenticated path for existing customers; the other is the acquisition path for new ones. This pairing repeats from the header into hero modules and product cards, so the page reliably offers both “I already bank here” and “I want to” without making the visitor choose a single funnel. The green is the only other saturated color on the page, and its job is narrow: account acquisition.
Typography is Open Sans end to end — headlines, body, buttons, and fine print all share the one humanist sans. Headlines run at weight 700 (the production hero h1 lands at a restrained 32px rather than a giant splash), body copy sits at 16px with a generous 1.55 line-height, and disclosures drop to 11–12px. There is no second display face, no serif accent, no script. The contrast in the hierarchy comes entirely from size and weight, which keeps the page feeling like one calm institutional voice rather than a marketing collage.
The overall atmosphere is institutional-but-approachable. Corners are modest (2–16px — present enough to feel modern, never so round they read as playful). Shadows are soft, cool, and functional — they signal “this card is clickable” or “this menu floats above,” never decoration. Sections are separated by air and the occasional faint-gray or pale-blue panel, not by heavy rules. Everything communicates the same thing the brand wants you to feel about your money there: steady, legible, in good hands.
Key Characteristics:
- Plain white canvas (
#ffffff) — no tint, no texture; clarity over warmth - Near-black ink (
#101820) for all reading text, giving AAA contrast on white - One dominant brand blue (
#0060f0) reserved for primary CTA, links, and focus - Signature two-CTA dialogue: blue primary (“Sign in”) beside green secondary (“Open an account”)
- Green (
#128842) used narrowly for the acquisition path — the only other saturated fill - Open Sans across the entire system — no second typeface, hierarchy via size/weight
- Modest corner radii (2–16px); 5px on the blue primary, 4px on the green secondary
- Soft, cool, low-opacity shadows used functionally — interactivity and layering, not ornament
- Borders + whitespace carry structure; the page organizes dense financial info without crowding
- Deep navy footer band (
#003594) closing the page with disclosures and member-FDIC fine print
2. Color Palette & Roles
Primary / Brand
- Brand Blue (
#0060f0) [→brand]: the dominant action color — primary CTA fill (“Sign in”, “Continue”), inline links, focus ring. The page’s “click here” signal. - Brand Blue Hover (
#0048bf) [→brand-hover]: darkened blue for hover/active on the primary button and link hover. - Brand Deep / Navy (
#003594) [→brand-deep]: navy for the footer band, emphasis headings, and badge text — the steady, authoritative end of the blue range.
Secondary
- Secondary Green (
#128842) [→secondary]: the acquisition CTA fill (“Open an account”). The only other saturated fill on the page; never used for navigation or links. - Secondary Green Hover (
#0e6e35) [→secondary-hover]: darkened green for hover/active on the green CTA.
Interactive
- Link (
#0060f0) [→link]: inline text links — same hue as brand, underlined on hover. - Link Hover (
#0048bf) [→link-hover]: link hover state, darken plus underline.
Neutral / Text
- Ink (
#101820) [→text]: near-black for headlines and body copy. AAA on white. - Muted (
#5a6470) [→text-muted]: secondary copy, captions, helper text. AA on white. - Faint (
#6b7280) [→text-faint]: disclaimers and disabled labels. Use only for non-essential fine print. - On-Brand White (
#ffffff) [→text-on-brand]: white reverse on blue primary and on the green secondary.
Surface & Background
- Canvas (
#ffffff) [→bg/surface]: page background and default card surface. - Soft Gray Panel (
#f5f7fa) [→surface-soft]: subtle gray for grouped cards and alternating section bands. - Blue Tint (
#eef4ff) [→surface-tint]: faint blue wash behind promotional/informational modules and soft-blue badges.
Borders
- Border (
#d4d9e0) [→border]: default 1px cool-gray hairline on cards, inputs, and dividers. - Border Strong (
#9aa3af) [→border-strong]: heavier divider / input outline near focus. - Border on Dark (
rgba(255,255,255,0.24)) [→border-on-dark]: hairlines inside the navy footer band.
Shadow Colors
Chase shadows are ink-tinted and cool (rgba(16,24,32, …)), kept at very low opacity (6–20%). The resting state is barely-there (6% at 3px blur); hover lifts to 12%; modals reach 20%. Shadows never warm the page — they only suggest depth on layers a user can interact with.
Semantic
- Success (
#128842) [→success]: reuses the secondary green — eligible, approved, available. - Warning (
#9a5b00) [→warning]: amber-brown advisory text on white (passes body contrast). - Danger (
#c4001a) [→danger]: error red for form validation and alert banners. - Info (
#0060f0) [→info]: informational banners reuse brand blue.
Gradient System
Chase uses essentially no programmatic gradients in the core UI. Any sense of depth comes from (1) the faint blue tint (#eef4ff) layered behind promo modules and (2) soft ink-tinted card shadows. Flat fills are the rule — gradients would undercut the plainspoken, trustworthy register.
3. Typography Rules
Font Family
- Primary:
Open Sans— a humanist sans used for every headline, body paragraph, button, nav link, and disclosure. One face, top to bottom. - Fallback stack:
system-ui, -apple-system, sans-serif— graceful native fallback that preserves the humanist, neutral tone before Open Sans loads. - Mono (rare):
ui-monospace, SFMono-Regular, "SF Mono", Menlo, monospace— reserved for account/reference numbers and code-like values.
Hierarchy
| Role | Size | Weight | Line Height | Letter Spacing | Notes |
|---|---|---|---|---|---|
| Display hero | 80 | 700 | 1.0 | -0.03em | Campaign splash only — not the production hero |
| Display large | 56 | 700 | 1.05 | -0.02em | Rare oversized marketing headline |
| H1 | 40 | 700 | 1.1 | -0.018em | Large page title |
| H1 (production hero) | 32 | 700 | 1.15 | -0.012em | The live hero h1 — Open Sans 32px/700 |
| H2 (section) | 32 | 600 | 1.2 | -0.012em | Section titles |
| H3 (card title) | 24 | 600 | 1.25 | -0.005em | Card and module headings |
| H4 (subhead) | 20 | 600 | 1.3 | 0 | Sub-section labels |
| Body large (lead) | 18 | 400 | 1.55 | 0 | Lead paragraph under a headline |
| Body | 16 | 400 | 1.55 | 0 | Load-bearing body size |
| Body small | 14 | 400 | 1.5 | 0 | Secondary copy, dense lists |
| Button label | 16 | 600 | 1.0 | 0 | CTA text — semibold for weight on solid fills |
| Nav link | 16 | 600 | 1.0 | 0 | Top-nav primary links |
| Label | 13 | 500 | 1.4 | 0 | Form labels, eyebrows |
| Caption | 12 | 500 | 1.4 | 0.02em | Badge text, timestamps, helper notes |
| Legal micro | 11 | 400 | 1.45 | 0 | Footnote disclosures, member-FDIC fine print |
Principles
- One font, full stack. Open Sans handles display through fine print. Hierarchy comes from size and weight, never from a second face. Adding a serif or display accent breaks the institutional calm.
- Body is 16px at 1.55 line-height. The generous leading is deliberate — financial copy is dense and the loose lines keep long disclosures readable. Don’t tighten below ~1.5.
- Headlines are 700, body is 400, controls are 600. Three weights do all the work. Button and nav labels sit at semibold (600) so they hold weight on solid fills without shouting.
- Slight negative tracking on large headlines only (-0.012em to -0.03em). Body and small sizes run at 0 — no tightening that would hurt legibility at reading scale.
- The production hero is restrained. Despite an 80px display token existing, the live hero h1 is 32px/700 — Chase favors a measured headline over a giant splash, reinforcing the steady tone.
- Fine print is honest, not hidden. Legal micro is 11px/400 at 1.45 line-height — small but readable; never gray it below the
#6b7280faint stop. - No uppercase headlines. Sentence case throughout; uppercase is limited to short labels/eyebrows if used at all.
Note on Font Substitutes
Open Sans is open-source (Google Fonts) and free to self-host, so substitution is rarely necessary. If a project must swap it:
- Source Sans 3 or Noto Sans are the closest humanist matches.
- Inter works as a generic stand-in — expect a slightly larger x-height and more geometric letterforms; nudge body line-height up to ~1.6 to compensate.
- Whatever the substitute, keep three weights (400 / 600 / 700), the 16px/1.55 body, and the modest negative tracking on large headings only.
4. Component Stylings
Buttons
button-primary — Primary, bright-blue solid
- Background: Brand Blue (
#0060f0) - Text: White (
#ffffff) - Border: none
- Radius: 5px (Chase’s signature primary radius)
- Padding: 10px 16px
- Height: ~44px
- Font: Open Sans 16/600
- Hover: background darkens to
#0048bfover 150ms; no transform - Active: same fill, optional 1px inset feel
- Use: the authenticated/conversion action (“Sign in”, “Continue”, “Log in”)
button-secondary — Secondary, green solid
- Background: Secondary Green (
#128842) - Text: White (
#ffffff) - Border: none
- Radius: 4px
- Padding: 10px 16px
- Height: ~44px
- Font: Open Sans 16/600
- Hover: background darkens to
#0e6e35over 150ms - Use: the acquisition action (“Open an account”) — sits beside the blue primary
- Note: white-on-green is AA at large only; the 16/600 label and 44px target keep it legible, but never use this green for body-size text
button-outline — Tertiary, blue outline
- Background: White (
#ffffff) - Text: Brand Blue (
#0060f0) - Border: 1px solid Brand Blue
- Radius: 5px
- Padding: 10px 16px
- Font: Open Sans 16/600
- Hover: faint blue tint fill (
#eef4ff) - Use: low-commitment action paired with a solid CTA (“Learn more”, “Explore options”)
button-ghost — Text-style action
- Background: transparent
- Text: Brand Blue (
#0060f0) - Border: none
- Radius: 5px (for focus ring shape)
- Padding: 10px 12px
- Hover: underline appears; no fill
- Use: in-module text actions inside dense lists where a solid button would be too heavy
Cards & Containers
card — Default product/offer card
- Background: White (
#ffffff) - Text: Ink (
#101820) - Border: 1px solid Border (
#d4d9e0) - Radius: 12px
- Padding: 24px
- Shadow: resting (
rgba(16,24,32,0.06) 0 1px 3px) - Hover (when interactive): shadow lifts to raised (
12%), optionaltranslateY(-2px) - Use: product summaries, offer tiles, content modules on white or soft-gray sections
card-promo — Promotional/informational tile
- Background: Blue Tint (
#eef4ff) - Text: Ink (
#101820) - Border: none
- Radius: 16px
- Padding: 32px
- Use: bonus offers, account highlights, “limited time” modules — the tint sets it apart from plain content without a heavy border
Badges / Tags / Pills
badge — Status/category chip
- Background: Blue Tint (
#eef4ff) - Text: Navy (
#003594) - Radius: 9999px (pill)
- Padding: 4px 10px
- Font: Open Sans 12/500
- Use: “New”, “Limited time”, category labels
badge-success — Positive status pill
- Background: pale green (
#e6f4ec) - Text: Green hover stop (
#0e6e35) - Radius: 9999px
- Padding: 4px 10px
- Use: eligible / approved / available indicators
Inputs & Forms
input — Standard form field
- Background: White (
#ffffff) - Text: Ink (
#101820) - Border: 1px solid Border (
#d4d9e0) - Radius: 8px
- Padding: 10px 12px
- Height: 48px (comfortable touch)
- Focus: 3px blue ring (
rgba(0,96,240,0.45)) with 2px offset; border strengthens - Label: 13px/500 above the field; helper text 14px muted below
- Error: border + helper text switch to Danger (
#c4001a); icon optional - Use: sign-in fields, account-open forms, search
Navigation
nav-bar — Top product/utility nav
- Background: White (
#ffffff) - Height: 64px
- Border: 1px bottom hairline (
#d4d9e0) - Content: Chase octagon logo left, primary product links center (Open Sans 16/600), blue “Sign in” primary CTA at right; “Open an account” green secondary often beside it
- Dropdowns: white panels with raised shadow, 4px fade-in, hairline border
- Link style: ink text, no underline at rest; blue underline or blue text on hover/active
Mobile Nav
- Collapses to: octagon logo + hamburger + sign-in. Full-screen overlay stacks primary links vertically; the blue/green CTA pair pins near the top of the overlay.
Footer
- Background: Deep Navy (
#003594) - Text: White
- Padding: 48px top / 24px sides / 32px bottom
- Structure: multi-column link grid (banking, cards, lending, investing, about), legal disclosures row, member-FDIC and Equal Housing Lender lines, social icons
- Dividers:
rgba(255,255,255,0.24)hairlines - Link style: white, 14px; underline on hover
5. Layout Principles
Spacing System
- Base unit: 4px
- Scale: 0 / 4 / 8 / 12 / 16 / 24 / 32 / 48 / 64 / 96
- Section vertical padding: ~64px between major sections on desktop; ~32–48px on mobile
- Card internal padding: 24px (default), 32px (promo tiles); ~16px on mobile
- Card gutter: 24px between cards in a grid
Grid & Container
- Max content width: ~1280px centered, with ~24px horizontal gutter at small sizes growing symmetrically on wide screens
- Prose width: ~720px for long-form reading (disclosures, articles)
- Column pattern: 12-column implied. Common layouts are 2-up (headline + supporting copy), 3-up product card rows, and full-width hero bands. Product grids reflow 3-up → 2-up → 1-up as width drops.
- Header: fixed 64px white bar with bottom hairline
Whitespace Philosophy
Chase uses whitespace as the primary organizing tool. A page that lists checking, savings, cards, and loans could feel like a dense directory; instead, generous section padding and 1.55 body leading let each module breathe. The rule of thumb: when content gets dense (a comparison table, a fee schedule), add air and a soft-gray band rather than borders or color to separate it. Empty space here signals “take your time” — the right tone for financial decisions.
Section Cadence
A typical homepage scroll:
- White nav bar (octagon logo + links + blue/green CTA pair)
- Hero band — 32px/700 headline, lead paragraph, the two-CTA dialogue
- Product card row (3-up cards on white)
- Soft-gray or blue-tint promo band (offer / bonus module)
- Secondary product row or feature module
- Trust/reassurance band (security, FDIC, support)
- Deep navy footer with disclosures and member-FDIC line
6. Shapes & Radius Scale
| Radius | Tier | Use |
|---|---|---|
| 2px | Micro | Tiny chrome details, inline marks, checkboxes |
| 4px | Standard | Secondary green CTA (“Open an account”), small chips |
| 5px | Brand | Primary blue CTA (“Sign in”) — Chase’s signature button radius |
| 8px | Comfortable | Default controls, inputs, dropdown items |
| 12px | Relaxed | Cards and panels |
| 16px | Featured | Large feature tiles, promo cards, modal corners |
| 9999px | Pill | Status badges, toggle pills, avatar/badge circles, status dots |
The scale is deliberately modest and tight. The two solid CTAs sit one point apart on purpose — 5px on the blue primary, 4px on the green secondary — a subtle differentiation you feel more than see, reinforcing that they are two distinct actions, not a toggle. Beyond buttons, radii climb gently (8 → 12 → 16) for nested surfaces and resolve to full-pill only on small chips and circular elements. Nothing on the page is sharp-cornered, and nothing is so round it reads as playful — the corners say “modern bank,” not “consumer app.”
7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 | No shadow, 1px border | Default — most content sits flat on white with a hairline border |
| 1 | rgba(16,24,32,0.06) 0 1px 3px 0, rgba(16,24,32,0.04) 0 1px 2px 0 | Resting interactive cards — a faint cushion |
| 2 | rgba(16,24,32,0.12) 0 6px 16px -2px | Hover cards, open dropdowns — clearly lifted |
| 3 | rgba(16,24,32,0.20) 0 16px 40px -8px | Modals, dialogs — floating above a dimmed scrim |
Shadow Philosophy
Chase treats shadow as a signal of interactivity and layering, not decoration. At rest, most surfaces use a 1px cool-gray border rather than a shadow; structure comes from borders and spacing. Shadow appears in three situations only: (1) a card the user can click gets a faint resting cushion; (2) hovering a card or opening a menu lifts it to Level 2; (3) a modal floats at Level 3 above a 55%-opacity ink scrim. All shadows are ink-tinted and cool, kept at 6–20% opacity, so they read as quiet depth rather than drama. The page never uses warm, colored, or hard-edged shadows.
Decorative Depth
- Blue-tint promo bands (
#eef4ff): the faint wash creates a sense of a layered panel without a border or shadow - Soft-gray section bands (
#f5f7fa): alternate-band shading separates dense modules using tone, not lines - Card resting cushion: the barely-there Level 1 shadow tells the eye which surfaces are tappable
8. Interaction & Motion
Easing Curves
- Standard:
cubic-bezier(0.4, 0, 0.2, 1)— most color, background, and opacity transitions - Emphasized:
cubic-bezier(0.2, 0, 0, 1)— dropdown and menu reveals
Duration Buckets
- Fast (150ms): button hover background darken, link underline
- Standard (240ms): card shadow lift, dropdown fade-in
- Slow (320ms): larger panel/overlay transitions, accordion expand
Per-Component Motion
Primary / secondary buttons
- Hover: background darkens (blue →
#0048bf, green →#0e6e35) over 150ms - No transform lift — buttons stay grounded; the color shift is the whole feedback
- Active: instant, no bounce
Cards
- Hover (interactive only): shadow Level 1 → Level 2 over 240ms; optional
translateY(-2px) - Non-interactive cards do not animate on hover
Dropdown / nav menus
- Open: fade + 4px
translateYover 240ms ease-emphasized - Close: instant or quick fade
Inputs
- Focus: blue ring appears instantly (no transition) for unambiguous feedback; border strengthens
Links
- Hover: color darkens and underline appears over 150ms
Page Transitions
Standard multi-page navigation — no SPA route animation. New pages load fresh; the white canvas and fixed nav keep continuity. Modals fade in over the scrim at 240ms.
Reduced Motion Strategy
@media (prefers-reduced-motion: reduce):
- Card
translateYlift removed — shadow change alone conveys hover - Dropdown
translateYremoved — fade only - Focus ring already instant — unchanged
- Color/opacity transitions preserved (they don’t cause vestibular discomfort)
9. Accessibility & A11y
Contrast Pairs
| Pair | Ratio | WCAG Level |
|---|---|---|
#101820 ink on #ffffff canvas | 17.89:1 | AAA |
#ffffff on #0060f0 brand blue | 5.34:1 | AA body, AAA large |
#ffffff on #128842 green | 4.54:1 | AA large — pair with ≥14pt bold / 18.66px |
#0060f0 link on #ffffff | 5.34:1 | AA body |
#5a6470 muted on #ffffff | 6.01:1 | AA body, AAA large |
#6b7280 faint on #ffffff | 4.83:1 | AA body — non-essential fine print only |
Focus Indicators
- 3px blue ring (
rgba(0,96,240,0.45)) with 2px outline-offset on every focusable element - The ring uses the brand blue rather than the browser default, but is clearly visible on white
- Applied to: nav links, both CTA buttons, inputs, footer links, card links
ARIA Patterns
- The octagon logo is a link with
aria-label="Chase home"; the glyph itself isaria-hidden - Dropdown nav uses
aria-expanded+aria-controlson the trigger; menu isrole="menu" - The blue/green CTA pair are two distinct
<button>/<a>elements — not a toggle group; each has clear text - Status badges that rely on color (success green, info blue) carry an
aria-labelso the state is announced - Error fields use
aria-invalid="true"+aria-describedbypointing to the error text
Keyboard Navigation
- Tab order: skip-link → logo → primary nav → utility/sign-in CTA → hero CTAs (blue primary, then green secondary) → body modules → footer columns
- Skip-link “Skip to main content” at the very top
- Dropdowns: Enter/Space opens, arrow keys move, Escape closes and returns focus to trigger
- Modals: focus-trapped; Escape dismisses
Screen Reader Hints
- Decorative octagon and icon glyphs are
aria-hidden="true" - Legal disclosure footnotes are linked from the claims they qualify via
aria-describedbyso APR/fee asterisks are announced in context - The member-FDIC and Equal Housing Lender lines are announced as static informational text
- Product imagery uses meaningful
alt; purely decorative imagery usesalt=""
Reduced Motion Handling
Detailed in §8 — the system respects prefers-reduced-motion: reduce, removing translate/scale while keeping color and opacity transitions.
10. Responsive Behavior
Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | ≤640px | Nav collapses to logo + hamburger + sign-in; primary links behind overlay; product cards stack 1-up; hero headline drops toward ~24–28px; CTA pair stacks vertically (blue above green) full-width |
| Tablet | 641–1024px | Nav shows a reduced link set; product cards arrange 2-up; hero headline ~28–32px |
| Desktop | 1025–1280px | Full nav with primary links centered; product cards 3-up; hero at 32px with side-by-side CTA pair |
| Wide | ≥1536px | Content max-width caps ~1280px; gutters grow symmetrically; section bands span full width with centered content |
Touch Targets
All interactive elements meet or exceed 44×44px. Both CTA buttons are ~44px tall; inputs are 48px; the mobile hamburger and sign-in are ≥44px. No tap target drops below 44px at any breakpoint.
Per-Component Collapsing
- Nav: full link bar → hamburger overlay. The sign-in CTA stays visible in the collapsed bar; “Open an account” moves into the overlay.
- CTA pair: side-by-side (blue then green) on desktop → stacked full-width (blue on top) on mobile. Order is preserved so the primary action stays first.
- Product grid: 3-up → 2-up → 1-up.
- Footer: multi-column grid → stacked accordion sections on mobile.
- Spacing: section padding compresses from ~64px to ~32px on mobile.
Image Behavior
Product and lifestyle imagery scales within its card, cropped to the card’s radius. Lazy loading is standard (loading="lazy") with a neutral placeholder that holds the white canvas during load — no warm tint, no skeleton shimmer beyond a faint gray block.
11. Content & Voice
Tone
The voice is institutional-but-approachable — a major bank speaking plainly to a broad audience. It is confident, clear, and reassuring, never trendy, never slangy, never anxious. Sentences are short and concrete; the brand explains money matters without jargon and without overpromising.
Microcopy Patterns
- Button verbs: “Sign in”, “Open an account”, “Continue”, “Learn more”, “Get started”, “Apply now”, “Explore” — direct, action-first
- Headline structure: plainspoken benefit statements (“Banking made easy”, “Find the card for you”) rather than clever wordplay
- Body copy: concrete, second-person (“you”), with disclosures handled honestly rather than buried
- Error messages: specific and calm (“Enter a valid username”, “Your password doesn’t match our records. Try again.”) — never blaming, never cute
- Success confirmations: brief and clear (“Your account is open”, “You’re signed in”)
Empty States
Empty modules read as informative, not playful: “No transactions yet” or “Nothing to show here” — the brand stays in character and avoids jokey copy.
CTA Verb Conventions
Chase favors direct, transactional imperatives:
- Sign in
- Open an account
- Continue
- Apply now
- Get started
- Learn more
- Explore
It avoids:
- Overly casual invitations (“Let’s go!”, “Jump in!”)
- Hype verbs (“Unlock”, “Supercharge”)
- Excitement punctuation in CTAs (no exclamation points on buttons)
12. Dark Mode & Theming
The public marketing site is light-only — no dark variant. The white canvas is core to the trust-institutional register; inverting it would undercut the plain, legible tone the brand depends on. Authenticated app surfaces are out of scope for this entry.
Theming Notes for Derivatives
If you must adapt this system to a dark mode for a derivative product:
- Swap
#ffffffcanvas →#0e1420(deep cool near-navy, keeping the cool cast) - Swap
#101820ink →#f3f5f8(near-white text) - Swap
#f5f7fasoft panel →#161d2b;#eef4fftint →#13233f - Brand blue
#0060f0lightens to ~#3d86fffor adequate contrast on dark - Secondary green
#128842lightens to ~#2bbd6aon dark - Borders shift from
#d4d9e0torgba(255,255,255,0.14) - Re-verify all contrast pairs against the new dark canvas — do not assume the light ratios carry over
13. Lineage & Influences
Chase’s design language sits squarely in the lineage of major-institution corporate web design — the disciplined, trust-first tradition that descends from Swiss/International Typographic Style by way of decades of bank and enterprise sites. Its core moves are textbook: one humanist sans (Open Sans) carrying the whole hierarchy, a near-black ink on plain white, generous whitespace as the organizing device, and a single brand color reserved almost entirely for action. The result reads less like a startup’s marketing site and more like a well-set annual report translated to the web — and that is exactly the point for a bank whose product is confidence.
What makes the system specifically Chase is the octagon-blue identity and the two-CTA dialogue. The blue (#0060f0) borrows the energy of the iconic octagon mark and concentrates it into the primary action, while the green secondary (#128842) gives the acquisition path its own clear lane. The brand deliberately rejects the trend-driven patterns of consumer fintech — no glassmorphism, no gradient meshes, no oversized playful radii, no dark-mode-first aesthetic. It also rejects the dense, data-grid look of developer tools; the priority is calm legibility for a general public making financial decisions, not feature density.
Named Influences
- Open Sans (Steve Matteson / Google Fonts) — the humanist sans that defines the type voice — https://fonts.google.com/specimen/Open+Sans
- Swiss / International Typographic Style — grid discipline, sans-serif hierarchy, whitespace as structure — https://en.wikipedia.org/wiki/International_Typographic_Style
- Material Design — the functional-elevation model (shadow as interactivity/layering signal) that the depth system echoes — https://m3.material.io
- U.S. Web Design System (USWDS) — institutional, accessibility-first patterns for high-trust public sites — https://designsystem.digital.gov
- Web Content Accessibility Guidelines (WCAG) — the AA/AAA contrast targets the palette is built to clear — https://www.w3.org/WAI/standards-guidelines/wcag/
- Chase brand / octagon identity context — the blue mark that anchors the palette — https://www.chase.com
14. Do’s and Don’ts
Do
- Use plain white (
#ffffff) as the page canvas — no tint, no texture - Set all text in near-black ink (
#101820) for AAA contrast on white - Reserve brand blue (
#0060f0) for primary CTAs, links, and the focus ring - Pair a blue primary (“Sign in”) with a green secondary (“Open an account”) in heroes and headers
- Keep the primary blue button at 5px radius and the green secondary at 4px — the one-point difference is intentional
- Set everything in Open Sans — headlines (700), controls (600), body (400)
- Run body at 16px / 1.55 line-height for comfortable reading of dense financial copy
- Use 1px cool-gray borders (
#d4d9e0) and whitespace to organize content - Apply shadows only to interactive or floating layers, kept cool and low-opacity
- Use the soft-gray (
#f5f7fa) and blue-tint (#eef4ff) bands to separate dense modules - Keep disclosures honest and readable — 11px/400 minimum, never below the faint stop
- Close the page on the deep navy footer band (
#003594) with member-FDIC fine print
Don’t
- Don’t tint the canvas warm or add background texture — it reads less trustworthy
- Don’t use green for navigation, links, or anything but the acquisition CTA and success states
- Don’t put white body-size text on the green — it’s AA at large only; keep it to 16/600 button labels and up
- Don’t introduce a second typeface — no serif accent, no display font
- Don’t use oversized playful radii — corners stay 2–16px; nothing rounder than a small pill chip
- Don’t use warm, colored, or hard-edged shadows — depth is cool, soft, and functional only
- Don’t make the two CTAs a toggle — they are two distinct, simultaneously-available actions
- Don’t crowd the page with color; blue and green are the only saturated fills
- Don’t drop body line-height below ~1.5 to fit more content — add a band or whitespace instead
- Don’t bury disclosures in micro-gray below
#6b7280— fine print stays legible - Don’t add exclamation points or hype verbs to CTAs — the voice is plain and confident
- Don’t ship a dark mode for the public marketing site — the white canvas is core to the register
15. Agent Prompt Guide
Quick Color Reference
- Background: White (
#ffffff) — plain canvas, no tint - Heading + body text: Ink (
#101820) — near-black - Primary CTA / links / focus: Brand Blue (
#0060f0) - Primary CTA hover: Brand Blue Hover (
#0048bf) - Secondary CTA: Green (
#128842) — “Open an account” only - Secondary CTA hover: Green Hover (
#0e6e35) - Navy / footer / emphasis: Deep Navy (
#003594) - Muted text: (
#5a6470); faint fine print: (#6b7280) - Border hairline: (
#d4d9e0); soft panel: (#f5f7fa); blue tint: (#eef4ff) - Error: (
#c4001a); success: (#128842)
Example Component Prompts
- “Create a banking hero band on a white background: a 32px / Open Sans 700 headline in near-black
#101820, an 18px lead paragraph below in#101820, and two buttons side by side — a bright-blue#0060f0primary labeled ‘Sign in’ at 5px radius with white text, and a green#128842secondary labeled ‘Open an account’ at 4px radius with white text. Both ~44px tall, Open Sans 16/600 labels.” - “Design a product card: white fill, 1px
#d4d9e0border, 12px radius, 24px padding, a 24px/600 ink title, 16px/400 body copy, and a blue outline button (‘Learn more’,#0060f0text and border, 5px radius). Add a faint resting shadowrgba(16,24,32,0.06) 0 1px 3pxand lift to0 6px 16px -2pxon hover.” - “Build a top navigation bar: 64px white bar with a 1px bottom hairline
#d4d9e0, the Chase octagon logo at left, primary links centered in Open Sans 16/600 ink, and at the right a blue ‘Sign in’ primary beside a green ‘Open an account’ secondary.” - “Create a promotional tile: faint blue
#eef4ffbackground, no border, 16px radius, 32px padding, a navy#003594pill badge reading ‘Limited time’, a 24px/600 ink headline, and a blue primary CTA.” - “Design a form field: white background, 1px
#d4d9e0border, 8px radius, 48px tall, a 13px/500 label above and 14px muted helper text below. On focus show a 3px blue ringrgba(0,96,240,0.45)with 2px offset. On error switch border and helper text to#c4001a.” - “Create a deep-navy footer band (
#003594, white text): a multi-column link grid,rgba(255,255,255,0.24)hairline dividers, and a bottom row with member-FDIC and Equal Housing Lender fine print at 11px.”
Iteration Guide
- Start from white — if a screen feels off, make sure the canvas is
#ffffffwith no tint; this single change pulls the mood toward Chase. - Refine one component at a time; reference both the color name and hex from this guide.
- Keep blue scarce — if more than the primary CTA, links, and focus use blue at large scale, pull something back to ink or a border.
- Use the two-CTA pairing deliberately — blue primary for the authenticated/conversion path, green for account acquisition; never both blue.
- Reach for whitespace and a soft-gray or blue-tint band before reaching for a border or color to separate sections.
- Hold the type to Open Sans at three weights (700 / 600 / 400) and body at 16/1.55 — resist adding a second face.
- Keep radii modest (5px blue button, 4px green button, 8–16px surfaces) and shadows cool and functional.
- Say the feel out loud — “steady”, “plainspoken”, “trust-institutional” — and cut anything that reads as trendy, playful, or hyped.
Theme-toggle audit: score=0, signals=[none]
Drop chase into your project, then ship the actual sections in an afternoon.
1 · install design
npx @webdesignhot/design-md add chase 2 · ship landing page
npx agentkit init --design chase