light · bold · sans · ai · inference
DESIGN.md inspired by Groq
Warm off-white canvas, light-weight Space Grotesk, and a single hot `#f43e01` orange — speed-obsessed AI inference.
By webdesignhot · groq.com ↗
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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. Chase Trust-institutional banking UI — white canvas, near-black ink, bright-blue primary + green secondary CTAs in Open Sans. Chevrolet Gold-cross American classic — Louis sans on white with a `#cd9834` bowtie, a `#003876` corporate blue, and Camaro/Corvette red drama in reserve. CircleCI Light-content CI/CD platform — near-black hero, Inter sans, navy chrome with a restrained CircleCI-green accent. ClassPass Wellness-marketplace energy — coral-pink CTA on warm white, GT America sans, photographed-class-as-hero pattern. Claude.ai Cream paper canvas, Anthropic Sans for body and Anthropic Serif for the headline — an AI assistant set in literary type. Clerk Geist + Suisse on near-black canvas with `#6c47ff` violet CTA — the drop-in-auth dev-tool aesthetic. ClickHouse Near-pure black canvas with electric yellow as the brand voltage — database performance dressed in voltmeter chrome. Cloudinary Media-API technical infrastructure in confident blue — Inter at modest weights with a deep navy-blue brand and a single chromatic accent for media moments. CodeRabbit Near-black AI-review canvas — warm CodeRabbit orange accent, Plus Jakarta Sans, sharp 4px white CTAs. CodeSandbox Pale-lime electricity on a Cohere Stark white editorial canvas with deep green-black product bands and a CohereText/Unica77 type split. Coinbase Institutional-grade calm — pure white canvas, a single Coinbase Blue, and Coinbase Display set at weight 400 instead of 700. Composio Near-black canvas with deep-electric-blue voltage and a 2x2 terminal-mockup hero — agent infrastructure dressed as developer instrumentation. Corsair Yellow `#ffff00` lightning on black with Roboto — RGB-everything peripherals and PC components. Costco Warehouse blue + signature red, Helvetica utilitarian — bulk-buying signage translated to web. Coursera University-blue `#0056d2` on warm-white parchment with Source Sans — the canonical online-degree marketplace. Cursor Warm cream IDE-marketing — `#f7f7f4` canvas, `#26251e` ink, custom CursorGothic display, JetBrains Mono code, vivid orange accent. CVS Health CVS-red heart on a clean white canvas — custom CVS Sans, near-black ink, trustworthy healthcare clarity. Databricks Signature Databricks Red Datadog NationalWeb on white with the iconic `#632ca6` purple — observability dressed as an enterprise dashboard, structurally dense, chromatically restrained, multicolour where the data demands it. Deel A warm dark canvas with electric coral and orange accents — global payroll dressed as a confident product portrait. DeepSeek Deep-blue Chinese-tech minimalism — a research lab dressed in `#4d6bfe` and stark white space. Deliveroo Deliveroo Teal on white — food-delivery design at maximum saturation, custom Roo Sans, kangaroo-mark mascot energy. Dell Pragmatic blue `#007db8` with custom Roboto-derivative — business-first PC commerce since the dorm room. Deloitte Big-4 gravitas — pure-white canvas, true-black ink, Open Sans at light 300, and the signature green dot. Delta Air Lines Whitney sans on near-white, Delta navy + signal red — the Hartsfield-Jackson aircraft livery translated to web typography. Deno Inkwell black on warm white with the dinosaur mascot — TypeScript runtime as Eric Carle children's book. Descript Cream-pink canvas, a custom Brett display serif, and a wine-dark CTA — an AI video editor that ships like a magazine. Discord Indigo-ground hangout — gg sans body, ABC Ginto Nord display, 12-16px tile radii, white pill CTAs. Disney+ Deep navy gradient streaming hall with custom Inspire display sans and the unmistakable Disney+ wordmark arc. DoorDash Signature red-orange CTA, custom DoorDash Sans, delivery-funnel commerce — the dominant on-demand local marketplace. Duolingo Owl-green confidence and DIN-Round buttons that lift like candy — the gamified language app distilled to four colors and one mascot. dYdX Pure-black canvas, Satoshi-compressed display, and one signature indigo-purple #7774ff CTA — a pro-trader perps terminal as a brand. Dyson Engineering-greyscale on white — Dyson Futura Light at 44px (weight `300`, never bold), body ink `#333` not pure black, zero-radius CTAs with a fluid-dynamics ripple hover, and a single magenta accent reserved for haircare. The web brand of an engineering company that refuses to look like a marketing site. ElevenLabs Near-black voice-tech ground with white voice-wave aesthetic — Inter at studio scale, pill CTAs, and a single saturated accent that reads as both wayfinding and brand. Emirates Custom-serif luxury — Emirates red on light grey, gold accents, Fly Better editorial calm. Epic Games Pure-black canvas with custom Brutal Type / Heading Now display — Fortnite-saturated marketing meets PC-storefront merchandising. Ethereum Off-white canvas, ethereum-blue `#1c64f2` voltage, and Inter + serif duet — community-owned protocol as open documentation. Etsy Burnt-orange CTA, Graphik humanist sans, handcrafted-warmth aesthetic — the marketplace for makers and small batch. Everlane Pure white canvas, Maison Neue Book, near-black ink — radical-transparency DTC minimalism. Excalidraw Literal hand-drawn whiteboard — wobbly SVG strokes, Virgil-style handwriting, and a deliberately primitive UI that turns digital sketching into nostalgia. Expedia Navy commerce + Mango yellow voltage — Expedia Sans, dense travel-funnel density with One Key loyalty colour-coding. fal Pure white canvas, focal display at 120px, and near-black #252527 CTAs — generative-AI inference at editorial scale. Fantastical White paper, Effra geometric sans, full-round blue pills, and a rainbow of app-icon glass squares — a calendar app marketed like Apple''s Pro Apps. Ferrari Cinematic editorial in near-black — Rosso Corsa restraint, FerrariSans 500, and full-bleed cavallino photography. Figma Bright multi-color section bands with figmaSans display and figmaMono eyebrows — a marketing site that designs in scenes. Financial Times Salmon-pink page (`#fff1e5`) — the world''s most recognizable newspaper background, paired with Financier display + MetricWeb sans for global markets coverage. Fireworks AI Light canvas with Inter sans and a signature `#6720ff` purple-amber-orange spark — fast-inference platform dressed in speed-of-light kinetic chrome. Fly.io Mackinac display + Fragment Mono on a violet-saturated canvas — a PaaS that dresses like a small-press magazine. Ford American-truck heritage in corporate blue — Antenna sans, oval-script wordmark, and a deep `#003478` voltage that has carried the brand since 1927. Fortnite Battle-royale design at maximum saturation — neon yellow + electric blue on near-black, Burbank Big condensed display, season-driven brand kaleidoscope. Framer Black-on-white maximalism with electric gradient floods — Inter Display at heroic sizes, motion as a first-class material. Frontegg PP Neue Machina display + Neue Montreal body — plug-and-play user-management with deep-blue gravitas. Gemini (Google) Blue-into-violet gradient, Google Sans, soft Material 3 surfaces — Google''s house style applied to a chat interface. Ghost Warm-cream content CMS aesthetic — Inter for chrome, a soft serif for the writing surface, and a single confident green for action. GitHub Dark-canvas developer-platform marketing — Mona Sans variable headings, lime-green accent, near-black ground. GitHub Copilot Pure-white canvas, pure-black inverted CTAs, Mona Sans display — GitHub's editorial confidence applied to AI tooling. GitLab Light DevOps-platform marketing — GitLab Sans, near-black ink, oversized 96px headlines, tanuki-orange accent. Gitpod Editorial dev-tool calm — light canvas, near-black navy text, ABC Diatype sans + Martina Plantijn serif, 8px radius. Glif Near-black Manrope on near-white, anchored by one confident green CTA — a playful creative-agent canvas. Glossier Post-pink austerity — white canvas, single-family Apercu, 0px radius rectangles. The brand that invented millennial-pink chrome in 2014 has retired pink to a footer wash and a single badge color. Grafana Dark observability canvas with the iconic `#f46800` orange — Inter for body, Roboto Mono everywhere a label hides, multi-colour chart palette ripped straight from a real dashboard. Granola White paper, a custom Quadrant book serif, and an olive-green CTA — an AI notepad that dresses like a stationery shop. Graphite Near-black developer canvas — Matter type, near-white ink, one clean blue, 8px CTAs. 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.
try on →
theme
mobile · 390 × 844
Tokens webdesignhot/0.1
- bg
#f3f3ee - bg-warm
#ecece4 - surface
#e8e8de - surface-card
#fffcfc - surface-dark
#2a2a25 - surface-darker
#1f1f1b - text AAA · 12.0
#2d2f33 - text-body
#3a3c40 - text-muted
#64748b - text-faint — · 2.6
#9498a0 - text-on-brand
#ffffff - text-on-dark
#f3f3ee - text-on-dark-muted
#b8b8ae - brand AA·LG · 3.4
#f43e01 - brand-hover
#d83602 - brand-active
#bf2f02 - brand-soft
#fde4da - brand-deep
#9e2701 - on-brand
#ffffff - dark
#2a2a25 - dark-hover
#1f1f1b - link
#2d2f33 - link-hover
#f43e01 - border — · 1.2
#dbe2f0 - border-strong — · 1.5
#c4cbd9 - border-warm
#d8d8cd - shadow-color
rgba(31, 31, 27, 0.05) - shadow-color-md
rgba(31, 31, 27, 0.08) - shadow-color-lg
rgba(31, 31, 27, 0.12) - shadow-glow-orange
rgba(244, 62, 1, 0.18) - success
#16a34a - warning
#d97706 - danger
#dc2626 - info
#0ea5e9
Ship faster than ever.
display-hero Space Grotesk" 80px w300 -0.03em
Ship faster than ever.
display-lg Space Grotesk" 56px w300 -0.02em
Ship faster than ever.
stat-display Space Grotesk" 56px w300 -0.02em
Ship faster than ever.
display-md Space Grotesk" 46px w300 -0.02em
Ship faster than ever.
h1 Space Grotesk" 32px w300 -0.02em
Built for teams that ship.
h2 Space Grotesk" 32px w300 -0.02em
A complete kit
h3 Space Grotesk" 24px w400 -0.01em
The quick brown fox jumps over the lazy dog.
h4 Space Grotesk" 20px w500 0
The quick brown fox jumps over the lazy dog.
title Space Grotesk" 18px w500 0
The quick brown fox jumps over the lazy dog.
body-lg Space Grotesk" 18px w400 0
The quick brown fox jumps over the lazy dog.
body Space Grotesk" 16px w400 0
The quick brown fox jumps over the lazy dog.
button Space Grotesk" 15px w400 0
The quick brown fox jumps over the lazy dog.
nav-link Space Grotesk" 15px w400 0
The quick brown fox jumps over the lazy dog.
body-sm Space Grotesk" 14px w400 0
npx @webdesignhot/design-md add stripe
code IBM Plex Mono 14px w400 0
OUR DESIGN SYSTEM
label Space Grotesk" 13px w500 0
OUR DESIGN SYSTEM
caption Space Grotesk" 12px w500 0.02em
OUR DESIGN SYSTEM
mono-eyebrow IBM Plex Mono 12px w500 1.2px
- step-0 0px
- step-1 4px
- step-2 8px
- step-3 12px
- step-4 16px
- step-5 24px
- step-6 32px
- step-7 48px
- step-8 64px
- step-9 96px
- micro
2px - sm
4px - md
8px - lg
12px - xl
16px - pill
9999px
Text link →
Card preview
A complete kit — everything your product needs.
Hero, pricing, FAQ, dashboard, docs — every layout your product needs.
New
Stable
v1.0
Design roles 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 → —
Groq's marketing aesthetic descends from the **precision-instrument** lineage — the warm paper canvas of editorial design crossed with the restraint of Swiss-grid typography. The whole type identity rests on **Space Grotesk**, Florian Karsten's reworking of Haas Grotesk Display: a geometric grotesque with a tall x-height and distinctive single-storey forms that give Groq an engineered, slightly mechanical voice. The light weight (300) on large headlines is the signature move — most hardware-AI brands shout in bold, Groq whispers in light, which reads as confidence: the speed speaks for itself. The warm off-white `#f3f3ee` paper (NOT sterile white) softens the technical register and ties to print-grade editorial work. A single hot `#f43e01` orange — the LPU brand voltage — is the one place the page raises its voice, rendered as a fully-rounded 1000px pill. IBM Plex Mono on the stat eyebrows nods to the lab-instrument / terminal heritage. Where Baseten dresses ML deployment in approachable purple and Modal in lime-green optimism, Groq commits to speed-obsessed minimalism: fast, low cost inference, said quietly on warm paper.
- The entire type identity — geometric grotesque, tall x-height, single-storey forms.
- Lab-instrument stat eyebrows and tokens-per-second counters.
- Grid discipline, restraint, and the light-weight-large-headline editorial register.
- Single-accent dev-tool baseline; one decisive brand color on a quiet canvas.
- Localised inverted dark band discipline rather than a full dark theme.
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: Groq
tagline: 'Warm off-white canvas, light-weight Space Grotesk, and a single hot `#f43e01` orange — speed-obsessed AI inference.'
updated_at: 2026-05-28T22:16:06.555Z
published_at: 2026-05-28T22:16:06.555Z
author: webdesignhot
source_url: https://groq.com
spec: webdesignhot/0.1
quality: curated
featured: false
categories: [ai, dev-tools]
tags: [light, bold, sans, ai, inference]
preview_swatch: ['#f3f3ee', '#f43e01', '#2d2f33']
related: [baseten, modal, replicate]
description: 'Groq''s marketing surface reads like a precision instrument tuned for speed — a warm off-white `#f3f3ee` canvas, graphite `#2d2f33` text, and the whole type identity carried by Space Grotesk, a geometric grotesque whose distinctive single-storey forms and tall x-height become the brand''s signature. Headlines arrive at large sizes in a light weight (300) with tight negative tracking, an unusual editorial restraint for a hardware-AI company; body text holds Space Grotesk at 400. One hot `#f43e01` orange — borrowed from the Groq LPU brand voltage — handles every primary CTA, rendered as a fully-rounded `1000px` pill. A dark `#2a2a25` secondary button anchors the speed-demo affordance, and IBM Plex Mono carries the stat eyebrows ("3M DEVELOPERS AND TEAMS", tokens-per-second counters). Where Baseten dresses ML deployment in approachable purple workshop chrome and Modal commits to lime-green developer optimism, Groq commits to a speed-obsessed register — fast, low cost inference — expressed through light type, warm paper, and a single decisive orange.'
# 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: '#f3f3ee' # warm off-white canvas — the brand's signature paper
bg-warm: '#ecece4' # slightly deeper warm band for alternation
surface: '#e8e8de' # soft card / panel tint on the warm canvas
surface-card: '#fffcfc' # near-white elevated content card
surface-dark: '#2a2a25' # dark secondary-button / inverted band surface
surface-darker: '#1f1f1b' # deepest inverted footer / code surface
text: '#2d2f33' # primary graphite text — headlines + body
text-body: '#3a3c40' # default running-text, fractionally softer
text-muted: '#64748b' # captions, secondary links, fine-print
text-faint: '#9498a0' # tertiary fine-print, disabled labels
text-on-brand: '#ffffff' # white text on the orange pill
text-on-dark: '#f3f3ee' # off-white text on dark surfaces (matches canvas)
text-on-dark-muted: '#b8b8ae' # muted body on dark surfaces
brand: '#f43e01' # the Groq hot orange — every primary CTA
brand-hover: '#d83602' # darkened orange for hover / press
brand-active: '#bf2f02' # deepest orange for active state
brand-soft: '#fde4da' # tinted orange wash for badges / highlights
brand-deep: '#9e2701' # darkest orange for type on brand-soft
on-brand: '#ffffff' # white label on orange pill
dark: '#2a2a25' # dark secondary action / inverted band
dark-hover: '#1f1f1b' # darkened dark-button hover
link: '#2d2f33' # inline links match text, underlined
link-hover: '#f43e01' # links warm to orange on hover
border: '#dbe2f0' # light hairline on cards / inputs
border-strong: '#c4cbd9' # stronger divider on focused inputs
border-warm: '#d8d8cd' # warm-tinted hairline on the off-white canvas
shadow-color: 'rgba(31, 31, 27, 0.05)' # ambient
shadow-color-md: 'rgba(31, 31, 27, 0.08)' # standard card shadow
shadow-color-lg: 'rgba(31, 31, 27, 0.12)' # hover / modal
shadow-glow-orange: 'rgba(244, 62, 1, 0.18)' # rare ambient glow on hero CTA
success: '#16a34a' # confirmation
warning: '#d97706' # caution
danger: '#dc2626' # destructive / error
info: '#0ea5e9' # informational notices
typography:
display:
family: 'Space Grotesk", system-ui, -apple-system, sans-serif'
weights: [300, 400, 500, 600, 700]
body:
family: 'Space Grotesk", system-ui, -apple-system, sans-serif'
weights: [400, 500, 600]
mono:
family: 'IBM Plex Mono, ui-monospace, SFMono-Regular, "SF Mono", Menlo, monospace'
weights: [400, 500]
scale:
display-hero: { size: 80, weight: 300, lineHeight: 1.0, tracking: '-0.03em', family: display, notes: 'large hero — light weight, the brand signature' }
display-lg: { size: 56, weight: 300, lineHeight: 1.05, tracking: '-0.02em', family: display, notes: 'major section heads, light' }
display-md: { size: 46, weight: 300, lineHeight: 1.1, tracking: '-0.02em', family: display, notes: 'editorial sub-heads, light' }
h1: { size: 32, weight: 300, lineHeight: 1.3, tracking: '-0.02em', family: display, notes: 'page h1 — Space Grotesk 32px/300' }
h2: { size: 32, weight: 300, lineHeight: 1.2, tracking: '-0.02em', family: display, notes: 'section h2 — light weight' }
h3: { size: 24, weight: 400, lineHeight: 1.25, tracking: '-0.01em', family: display }
h4: { size: 20, weight: 500, lineHeight: 1.3, tracking: '0', family: display }
title: { size: 18, weight: 500, lineHeight: 1.35, tracking: '0', family: display }
body-lg: { size: 18, weight: 400, lineHeight: 1.55, tracking: '0', family: body }
body: { size: 16, weight: 400, lineHeight: 1.55, tracking: '0', family: body }
body-sm: { size: 14, weight: 400, lineHeight: 1.5, tracking: '0', family: body }
button: { size: 15, weight: 400, lineHeight: 1.0, tracking: '0', family: body }
nav-link: { size: 15, weight: 400, lineHeight: 1.4, 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 }
mono-eyebrow: { size: 12, weight: 500, lineHeight: 1.4, tracking: '1.2px', family: mono, transform: uppercase, notes: 'stat eyebrows — IBM Plex Mono' }
stat-display: { size: 56, weight: 300, lineHeight: 1.0, tracking: '-0.02em', family: display, notes: 'big stat numbers — tokens/sec, dev count' }
code: { size: 14, weight: 400, lineHeight: 1.6, tracking: '0', family: mono }
radius:
micro: 2
sm: 4
md: 8
lg: 12
xl: 16
pill: 9999
spacing:
base: 4
scale: [0, 4, 8, 12, 16, 24, 32, 48, 64, 96]
layout:
page-width: 1280
prose-width: 720
header-height: 64
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
reduced-motion: 'respects prefers-reduced-motion: reduce — opacity-only transitions, speed-counter animation frozen on final value'
breakpoints:
mobile: 640
tablet: 1024
desktop: 1280
wide: 1536
components:
button-primary:
bg: brand
text: on-brand
radius: pill
padding: '10px 16px'
fontSize: 15
use: 'every primary CTA — Start Building, Get Started, View Pricing'
button-dark:
bg: dark
text: on-brand
radius: sm
padding: '12px'
fontSize: 15
use: 'speed-demo affordance — TRY THE SPEED OF GROQ'
button-ghost:
bg: transparent
text: text
border: border-warm
radius: pill
padding: '10px 16px'
use: 'paired secondary action'
button-text-link:
bg: transparent
text: text
use: 'inline text link — underlined, warms to orange on hover'
card:
bg: surface
border: border
radius: lg
padding: 24
use: 'standard content card on the warm canvas'
card-elevated:
bg: surface-card
radius: lg
padding: 24
use: 'near-white elevated card with ambient shadow'
card-dark:
bg: surface-dark
text: text-on-dark
radius: lg
padding: 24
use: 'inverted card — speed demo / benchmark surface'
badge-mono:
bg: transparent
text: text-muted
radius: micro
transform: uppercase
use: 'IBM Plex Mono stat eyebrow — 3M DEVELOPERS AND TEAMS'
badge-soft:
bg: brand-soft
text: brand-deep
radius: pill
padding: '4px 12px'
use: 'orange-tinted pill for NEW / featured callout'
input:
bg: surface-card
border: border
text: text
radius: md
padding: '8px 12px'
top-nav:
bg: bg
text: text
height: 64
shadows:
ambient: 'rgba(31, 31, 27, 0.05) 0 1px 2px'
standard: 'rgba(31, 31, 27, 0.08) 0 4px 14px'
elevated: 'rgba(31, 31, 27, 0.12) 0 12px 32px -8px'
deep: 'rgba(31, 31, 27, 0.16) 0 24px 48px -12px'
glow-orange: 'rgba(244, 62, 1, 0.18) 0 12px 48px -8px'
ring: '0 0 0 3px rgba(244, 62, 1, 0.30)'
accessibility:
contrast-text-on-bg: 11.1 # AAA — #2d2f33 on #f3f3ee
contrast-body-on-bg: 9.6 # AAA — #3a3c40 on #f3f3ee
contrast-muted-on-bg: 4.3 # AA (large) — #64748b on #f3f3ee
contrast-on-brand: 3.6 # AA large only — #ffffff on #f43e01 (use 15px+ / 400+)
contrast-text-on-dark: 12.7 # AAA — #f3f3ee on #2a2a25
focus-ring: '3px rgba(244, 62, 1, 0.30) ring with 1px solid #f43e01 core'
reduced-motion-honored: true
dark-mode: 'light-default — Groq marketing runs on the warm off-white canvas. Dark moments are localised inverted bands (#2a2a25 / #1f1f1b) for speed demos and the footer, not a full dark theme.'
lineage:
summary: |
Groq's marketing aesthetic descends from the **precision-instrument**
lineage — the warm paper canvas of editorial design crossed with the
restraint of Swiss-grid typography. The whole type identity rests on
**Space Grotesk**, Florian Karsten's reworking of Haas Grotesk Display:
a geometric grotesque with a tall x-height and distinctive single-storey
forms that give Groq an engineered, slightly mechanical voice. The light
weight (300) on large headlines is the signature move — most hardware-AI
brands shout in bold, Groq whispers in light, which reads as confidence:
the speed speaks for itself. The warm off-white `#f3f3ee` paper (NOT
sterile white) softens the technical register and ties to print-grade
editorial work. A single hot `#f43e01` orange — the LPU brand voltage —
is the one place the page raises its voice, rendered as a fully-rounded
1000px pill. IBM Plex Mono on the stat eyebrows nods to the lab-instrument
/ terminal heritage. Where Baseten dresses ML deployment in approachable
purple and Modal in lime-green optimism, Groq commits to speed-obsessed
minimalism: fast, low cost inference, said quietly on warm paper.
influences:
- name: Space Grotesk (Florian Karsten)
role: The entire type identity — geometric grotesque, tall x-height, single-storey forms.
url: https://fonts.google.com/specimen/Space+Grotesk
- name: IBM Plex Mono
role: Lab-instrument stat eyebrows and tokens-per-second counters.
url: https://fonts.google.com/specimen/IBM+Plex+Mono
- name: Swiss / International Typographic Style
role: Grid discipline, restraint, and the light-weight-large-headline editorial register.
url: https://en.wikipedia.org/wiki/International_Typographic_Style
- name: Vercel
role: Single-accent dev-tool baseline; one decisive brand color on a quiet canvas.
url: https://vercel.com
- name: Linear
role: Localised inverted dark band discipline rather than a full dark theme.
url: https://linear.app
---
## 1. Visual Theme & Atmosphere
Groq's marketing surface reads like a precision instrument tuned for speed. The canvas is a warm off-white `#f3f3ee` — paper, not sterile white — carrying graphite `#2d2f33` type. The warmth is deliberate: it softens the hardware-AI register, tying Groq's custom-silicon story to the calm of print-grade editorial design rather than the cold blue of enterprise infrastructure. Where most inference companies arrive in dark dashboards and neon benchmark charts, Groq arrives on quiet paper and lets the numbers do the talking.
The defining typographic move is **light-weight large headlines**. The whole type identity rests on Space Grotesk — a geometric grotesque with a tall x-height and distinctive single-storey forms that give the brand an engineered, slightly mechanical voice — and Groq runs it at weight 300 on its biggest sizes. The hero headline ("Groq delivers fast, low cost inference that doesn't flake when things get real") lands at 32px in a light 300 with tight `-0.02em` tracking; the largest editorial heads reach 46–80px and stay light. Most hardware-AI brands shout in bold. Groq whispers in light, and the whisper reads as confidence: the speed speaks for itself.
There is exactly one place the page raises its voice — the hot `#f43e01` orange. It is the LPU brand voltage distilled into a single decisive color, and it is reserved almost entirely for the primary CTA, rendered as a fully-rounded `1000px` pill ("Start Building", "Get Started", "View Pricing"). The orange against warm paper is a high-contrast spark; used sparingly, it becomes the brand's heartbeat. A second, quieter affordance — the dark `#2a2a25` button with its small 5px radius ("TRY THE SPEED OF GROQ") — anchors the interactive speed demo that is Groq's signature party trick: watch tokens stream faster than you can read.
The supporting voice is **IBM Plex Mono**, which carries the stat eyebrows and counters: "3M DEVELOPERS AND TEAMS", tokens-per-second readouts, latency figures. The mono is a deliberate genre signal — lab instrument, terminal, the place where measured speed gets reported. It appears at 12px, weight 500, with 1.2px tracking, uppercase, and it is the one typeface allowed to set numbers that matter.
The page rhythm alternates the warm canvas with occasional inverted `#2a2a25` bands for speed demos and benchmark surfaces, and a deepest `#1f1f1b` footer. These dark moments are localised, not a full dark theme — the inverted band is a spotlight, used to make the orange CTA and the streaming-token demo pop, then the page returns to paper.
**Key Characteristics:**
- Warm off-white `#f3f3ee` canvas — paper, not sterile white — with graphite `#2d2f33` type.
- Space Grotesk carries the entire type identity: display and body, distinctive geometric grotesque forms.
- Light weight (300) on every large headline — the signature restraint move.
- Single hot `#f43e01` orange for primary CTAs, rendered as a fully-rounded `1000px` pill.
- Dark `#2a2a25` secondary button (small 5px radius) for the speed-demo affordance.
- IBM Plex Mono on stat eyebrows and tokens-per-second counters — lab-instrument voice.
- Tight negative tracking (`-0.02em` to `-0.03em`) on display sizes.
- Localised inverted `#2a2a25` / `#1f1f1b` bands — spotlights, not a full dark theme.
- Speed-obsessed register: "fast, low cost inference" said quietly, with one orange spark.
- Single brand color discipline — orange + graphite + warm grayscale, no second accent.
## 2. Color Palette & Roles
### Primary
- **Bg / Canvas** (`#f3f3ee`): Warm off-white paper — runs every marketing page. The brand's signature surface.
- **Text** (`#2d2f33`): Graphite — headlines and body. Warm-neutral, not pure black.
- **Brand / Primary CTA** (`#f43e01`): The Groq hot orange — every primary CTA, the page's one loud color.
### Brand & Orange
- **Brand** (`#f43e01`): Reserved for primary CTA pills, link-hover state, focus rings, rare hero accents.
- **Brand Hover** (`#d83602`): Darkened orange for hover / press on the pill.
- **Brand Active** (`#bf2f02`): Deepest orange for the active / pressed state.
- **Brand Soft** (`#fde4da`): Tinted orange wash for "NEW" / featured badges.
- **Brand Deep** (`#9e2701`): Darkest orange — type set on the `brand-soft` wash.
- **On-Brand** (`#ffffff`): White label on the orange pill.
### Dark / Inverted
- **Dark** (`#2a2a25`): Dark secondary button (speed demo) and localised inverted bands.
- **Dark Hover** (`#1f1f1b`): Darkened dark-button hover.
- **Surface Dark** (`#2a2a25`): Inverted card / band surface — benchmark + speed-demo moments.
- **Surface Darker** (`#1f1f1b`): Deepest inverted surface — footer, code window.
### Interactive
- **Link** (`#2d2f33`): Inline body links match text, underlined.
- **Link Hover** (`#f43e01`): Links warm to the brand orange on hover.
- **Selected** (`rgba(244, 62, 1, 0.15)`): Selected text background — faint orange tint.
- **Disabled** (`#9498a0`): Disabled labels and tertiary text.
### Neutral Scale
- **Text** (`#2d2f33`): Primary graphite — headlines, body.
- **Text Body** (`#3a3c40`): Default running-text, fractionally softer than headlines.
- **Text Muted** (`#64748b`): Captions, secondary links, breadcrumbs.
- **Text Faint** (`#9498a0`): Tertiary fine-print, disabled labels.
- **Text on Dark** (`#f3f3ee`): Off-white text on inverted bands — matches the canvas, keeps warmth.
- **Text on Dark Muted** (`#b8b8ae`): Muted body on inverted surfaces.
### Surface & Borders
- **Bg Warm** (`#ecece4`): Slightly deeper warm band for editorial alternation.
- **Surface** (`#e8e8de`): Soft card / panel tint on the warm canvas.
- **Surface Card** (`#fffcfc`): Near-white elevated content card.
- **Border** (`#dbe2f0`): Light hairline on cards and inputs.
- **Border Warm** (`#d8d8cd`): Warm-tinted hairline that reads correctly on the off-white canvas.
- **Border Strong** (`#c4cbd9`): Stronger divider on focused inputs.
### Shadow Colors
Groq uses warm-graphite shadows at low alpha — `rgba(31, 31, 27, ...)`, tied to the deepest inverted surface so depth stays brand-aligned and warm.
- **Shadow Color** (`rgba(31, 31, 27, 0.05)`): Ambient.
- **Shadow Color Md** (`rgba(31, 31, 27, 0.08)`): Standard card shadow.
- **Shadow Color Lg** (`rgba(31, 31, 27, 0.12)`): Hover / modal entrance.
- **Shadow Glow Orange** (`rgba(244, 62, 1, 0.18)`): Rare ambient glow on the hero CTA.
### Semantic
- **Success** (`#16a34a`): Confirmation toasts, "deployed" indicators in product UI.
- **Warning** (`#d97706`): Caution states (kept warm to harmonise with the orange).
- **Danger** (`#dc2626`): Destructive actions and error states.
- **Info** (`#0ea5e9`): Informational notices.
## 3. Typography Rules
### Font Family
- **Primary (display + body)**: `"Space Grotesk", system-ui, -apple-system, "Helvetica Neue", Helvetica, Arial, sans-serif`. Space Grotesk handles every text role — the whole brand voice is in this one geometric grotesque.
- **Mono**: `"IBM Plex Mono", ui-monospace, SFMono-Regular, "SF Mono", Menlo, monospace`. Stat eyebrows, tokens-per-second counters, code surfaces.
- **No separate display family** — Space Grotesk's character (tall x-height, single-storey forms) is enough to carry both running text and large heads; the hierarchy is built from weight and size, not a second face.
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | Notes |
|---|---|---|---|---|---|---|
| display-hero | Space Grotesk | 80 | 300 | 1.0 | -0.03em | Large hero — light weight, the signature |
| display-lg | Space Grotesk | 56 | 300 | 1.05 | -0.02em | Major section heads, light |
| display-md | Space Grotesk | 46 | 300 | 1.10 | -0.02em | Editorial sub-heads, light |
| h1 | Space Grotesk | 32 | 300 | 1.30 | -0.02em | Page h1 — the canonical Groq headline |
| h2 | Space Grotesk | 32 | 300 | 1.20 | -0.02em | Section h2 — light weight |
| h3 | Space Grotesk | 24 | 400 | 1.25 | -0.01em | Card titles, sub-heads |
| h4 | Space Grotesk | 20 | 500 | 1.30 | 0 | Small card titles |
| title | Space Grotesk | 18 | 500 | 1.35 | 0 | List labels, feature titles |
| body-lg | Space Grotesk | 18 | 400 | 1.55 | 0 | Hero subhead, intro copy |
| body | Space Grotesk | 16 | 400 | 1.55 | 0 | Default running-text |
| body-sm | Space Grotesk | 14 | 400 | 1.50 | 0 | Footer body, fine-print |
| button | Space Grotesk | 15 | 400 | 1.0 | 0 | CTA pill and button labels |
| nav-link | Space Grotesk | 15 | 400 | 1.40 | 0 | Top-nav menu items |
| label | Space Grotesk | 13 | 500 | 1.40 | 0 | Form labels, small UI labels |
| caption | Space Grotesk | 12 | 500 | 1.40 | 0.02em | Captions |
| mono-eyebrow | IBM Plex Mono | 12 | 500 | 1.40 | 1.2px | Stat eyebrows — uppercase ("3M DEVELOPERS AND TEAMS") |
| stat-display | Space Grotesk | 56 | 300 | 1.0 | -0.02em | Big stat numbers — tokens/sec, dev count |
| code | IBM Plex Mono | 14 | 400 | 1.60 | 0 | Code blocks, API snippets |
### Principles
- **Display weight stays light (300).** This is the brand's defining move — large headlines arrive light, not bold. Bold (600–700) is reserved for the rare emphatic moment, never the default headline.
- **Negative tracking on every display size.** `-0.02em` to `-0.03em` tightens the light type so it reads as one continuous line, not loose letters.
- **Body holds Space Grotesk at 400 / 1.55.** Comfortable, even, slightly tall — the grotesque's x-height does the legibility work.
- **Weight, not a second face, builds hierarchy.** Space Grotesk runs 300 → 400 → 500 → 600 across the scale; the family carries everything.
- **IBM Plex Mono is for measured numbers only.** Stat eyebrows, tokens-per-second, latency, developer counts. Uppercase, 1.2px tracking — the lab-instrument register.
- **Stat-display numbers carry the speed story.** "3M", tokens/sec readouts, "<1s" — set in light Space Grotesk at display size, the credibility moments.
- **Graphite, not black.** `#2d2f33` keeps the type warm against the off-white paper; pure black would feel cold and break the editorial calm.
- **Tight tracking + light weight = the Groq fingerprint.** If a headline is bold or loosely tracked, it is not Groq.
## 4. Component Stylings
### Buttons (4 variants)
**`button-primary`** — The signature orange pill. Background `#f43e01`, label `#ffffff`, Space Grotesk 15px / 400, padding 10px × 16px, radius `1000px` (full pill). Hover: `#d83602` over 150ms. Used for every primary CTA — "Start Building", "Get Started", "View Pricing", "Learn More". This is the one loud element on the page.
**`button-dark`** — Dark speed-demo action. Background `#2a2a25`, label `#ffffff`, Space Grotesk 15px / 400, padding 12px, small `5px` radius (NOT a pill — the contrast in shape distinguishes it from the primary CTA). Used for "TRY THE SPEED OF GROQ" — the interactive token-streaming demo.
**`button-ghost`** — Quiet secondary. Transparent background, `#2d2f33` label, 1px `#d8d8cd` warm hairline border, radius `1000px` to echo the primary pill shape, same padding. Paired secondary action ("Read the docs").
**`button-text-link`** — Inline text link in `#2d2f33`, underlined, warms to `#f43e01` on hover. Used inside running copy.
### Cards
**`card`** — Standard content card. Background `#e8e8de` (soft tint on the warm canvas), 1px `#dbe2f0` border, radius `12px`, padding 24px. Sits flat or with a faint ambient shadow.
**`card-elevated`** — Near-white elevated card. Background `#fffcfc`, radius `12px`, padding 24px, standard warm-graphite shadow. Lifts content off the paper.
**`card-dark`** — Inverted speed / benchmark card. Background `#2a2a25`, text `#f3f3ee`, radius `12px`, padding 24px. Hosts the streaming-token demo, tokens-per-second counters, and benchmark comparisons — the spotlight surface where the orange CTA and the mono numbers pop.
### Badges & Pills
**`badge-mono`** — The stat eyebrow. Transparent background, `#64748b` text, IBM Plex Mono 12px / 500, 1.2px tracking, uppercase ("3M DEVELOPERS AND TEAMS", "TOKENS / SEC"). The brand's distinctive label chrome.
**`badge-soft`** — Orange-tinted pill for "NEW" / featured callouts. Background `#fde4da`, text `#9e2701`, radius `1000px`, padding 4px × 12px.
### Inputs / Forms
**`input`** — Text input. Background `#fffcfc`, 1px `#dbe2f0` border, text `#2d2f33`, radius `8px`, padding 8px × 12px. Placeholder `#9498a0`.
**`input-focused`** — 3px `rgba(244, 62, 1, 0.30)` ring with 1px solid `#f43e01` core, border darkens to `#c4cbd9`.
### Navigation
**`top-nav`** — Transparent / warm-canvas nav pinned to top, 64px tall, background `#f3f3ee`. Groq wordmark left, primary horizontal menu (Products, Developers, Enterprise, Pricing, Company) center, right-side: "Sign in" text link + orange `button-primary` pill ("Start Building"). No bottom border at rest; a faint warm hairline appears on scroll.
### Decorative
**`speed-counter`** — Animated tokens-per-second readout in light Space Grotesk stat-display sizing, the value counting up on scroll-into-view. Paired with an IBM Plex Mono "TOKENS / SEC" eyebrow.
**`customer-logo-strip`** — Horizontal monochrome customer-logo strip (McLaren F1 and others) in `#64748b`, padding 32px vertical, on the warm canvas.
## 5. Layout Principles
### Spacing System
Base unit **4px**. Scale: `[0, 4, 8, 12, 16, 24, 32, 48, 64, 96]`. 96px section padding sets the editorial vertical rhythm; 24px card padding; 16px the common gutter. The generous top/bottom section padding is part of the calm, paper-like register.
### Grid & Container
Max content width **1280px** centered; prose width capped at **720px** for readability. Editorial body uses a 12-column grid. The hero often runs asymmetric — light headline left, speed demo or benchmark card right. Feature card grids run 3-up at desktop, 2-up at tablet, 1-up at mobile.
### Whitespace Philosophy
Groq uses generous, editorial whitespace — the page should feel unhurried and confident, the opposite of a cluttered dashboard. The light headlines need room to breathe; tight type plus open space is the brand's balance. The orange CTA earns its impact precisely because the surrounding space is calm.
### Section Cadence
Warm-canvas hero (light headline + speed demo) → customer-logo strip → inverted `#2a2a25` benchmark / speed-demo band → light feature card grid → stat-callout strip (mono eyebrows + light stat numbers) → editorial sub-section on warm-deeper `#ecece4` band → pricing → CTA band → deepest `#1f1f1b` footer.
## 6. Shapes & Radius Scale
| Tier | Token | Value | Use |
|---|---|---|---|
| Micro | micro | 2px | Tiny chips, mono-eyebrow underline accents |
| Standard | sm | 4px | Dark speed-demo button (rendered ~5px), tight inline elements |
| Comfortable | md | 8px | Inputs, small inline buttons |
| Large | lg | 12px | Content cards, elevated cards, dark benchmark cards |
| Featured | xl | 16px | Hero shells, large feature panels |
| Pill | pill | 9999px | Primary orange CTA, ghost buttons, soft badges |
The radius story is a deliberate contrast: the **primary CTA is a full pill (1000px)** — soft, friendly, fast-feeling — while the **dark speed-demo button is sharp (~5px)** to set it apart. Cards sit at a calm 12px.
## 7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 — Flat | No shadow, no border | Body sections, top nav at rest, hero text |
| 1 — Soft hairline | 1px `#dbe2f0` / `#d8d8cd` border | Standard cards, inputs |
| 2 — Soft shadow | 1px border + ambient shadow | Cards on hover |
| 3 — Standard shadow | Standard warm-graphite shadow | Elevated near-white cards |
| 4 — Brand glow | Glow-orange shadow | Hero CTA card (rare) |
| 5 — Inverted | Dark `#2a2a25` surface, no shadow | Benchmark / speed-demo spotlight bands |
| 6 — Modal | Standard shadow + backdrop dim 55% | Dialogs, dropdowns |
### Shadow Philosophy
Groq's depth is restrained and warm. Shadows use `rgba(31, 31, 27, ...)` — the deepest inverted surface tinted at low alpha — so elevation stays brand-aligned and never reads cold or blue. Most of the page is flat (paper rests on paper); shadow is reserved for genuinely floating elements. Hover lifts are subtle (translateY(-2px) + shadow up one tier). The rare orange glow appears only behind the hero CTA.
## 8. Interaction & Motion
### Easing Curves
- **Standard ease**: `cubic-bezier(0.4, 0, 0.2, 1)` — default for color, opacity, transforms.
- **Emphasized ease**: `cubic-bezier(0.2, 0, 0, 1)` — CTA hover, modal entrances, the speed-counter count-up.
### Duration Buckets
- **Fast (150ms)**: Color and opacity transitions, button hover.
- **Standard (240ms)**: Card hover lifts, dropdown opens.
- **Slow (320ms)**: Modal entrance, section-on-scroll reveals.
### Per-Component Micro-States
- **Primary CTA hover**: Orange darkens `#f43e01` → `#d83602` over 150ms; subtle 1px lift.
- **Dark button hover**: `#2a2a25` → `#1f1f1b` over 150ms.
- **Card hover**: TranslateY(-2px) over 240ms; shadow intensifies one tier.
- **Speed counter**: On scroll-into-view, the tokens-per-second number counts up from 0 to its real value over ~1.2s with emphasized easing — the brand's literal demonstration of speed.
- **Link hover**: Color warms graphite → orange over 150ms; underline persists.
- **Input focus**: 3px orange ring expands.
### Page Transitions
Standard browser navigation. Section-on-scroll reveals are 320ms fade-in-up. The speed-demo band animates its counter on first view, then holds.
### Reduced Motion
Honored — the speed-counter animation is skipped and the number renders at its final value immediately; all count-ups, transforms, and parallax are removed; only opacity fades remain. Critically, the speed message must survive without motion: the final number is the message, not the animation.
## 9. Accessibility & A11y
### Contrast Pairs
- **Text on bg**: `#2d2f33` on `#f3f3ee` = **11.1** — AAA.
- **Body on bg**: `#3a3c40` on `#f3f3ee` = **9.6** — AAA.
- **Muted on bg**: `#64748b` on `#f3f3ee` = **4.3** — AA for large text; use at 18px+ or 14px-bold for captions.
- **On-brand on brand**: `#ffffff` on `#f43e01` = **3.6** — AA for large text only. The CTA label is 15px / 400, which sits at the large-text threshold; keep CTA labels ≥15px and never drop white-on-orange below it. For small orange text use `brand-deep` `#9e2701` on a light surface instead.
- **Text on dark**: `#f3f3ee` on `#2a2a25` = **12.7** — AAA on inverted bands.
- **Brand-deep on brand-soft**: `#9e2701` on `#fde4da` = **5.9** — AA.
### Focus Indicators
3px `rgba(244, 62, 1, 0.30)` ring with 1px solid `#f43e01` core. The orange ring is consistent across light and inverted surfaces — visible on both the warm canvas and the dark bands.
### ARIA Patterns
- **Buttons**: Native `<button>` / `<a role="button">`; icon-only carry `aria-label`.
- **Speed counter**: Wrap the animated value in `aria-live="off"` and expose the final value via `aria-label` so screen readers announce the number, not the count-up.
- **Navigation**: `<nav aria-label="Primary">`.
- **Logo strip**: Each logo `<img>` carries `alt` with the customer name.
- **Dialog**: `role="dialog"` + `aria-labelledby` + `aria-modal="true"`.
### Keyboard Navigation
Tab order follows reading order. Skip-link ("skip to content", already present on the live site) to `<main>`. Modal traps focus and Escape closes. The orange focus ring makes the focused control unambiguous on every surface.
### Screen Reader Hints
Stat numbers expose full unit readout via `aria-label` ("3 million developers and teams", "X tokens per second"). The speed-demo band provides a textual summary so the speed claim is conveyed without the animation.
### Reduced Motion Handling
Honored — counters freeze on final values, reveals become opacity-only, no parallax. See section 8.
## 10. Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 640px | Hamburger nav; hero headline 32→26px (stays light 300); demo card stacks below; feature grids 1-up; 96→56px section padding |
| Tablet | 640–1024px | Top nav tightens; feature cards 2-up; hero headline ~40px |
| Desktop | 1024–1280px | Full top-nav; 3-up feature cards; hero at full size |
| Wide | > 1280px | Same as desktop with more breathing room; max content 1280px |
### Touch Targets
Primary CTA pill min 44px tall on touch (padding bumps from 10px to ~13px vertical). Icon-only controls 44 × 44px hit area. Input height ≥44px on touch.
### Collapsing Strategy
Top nav collapses to a hamburger at < 1024px. Hero asymmetric layout collapses to single-column (headline first, then speed-demo card). The stat-callout strip stacks vertically; mono eyebrows stay above their numbers. Inverted benchmark bands keep full-bleed width and reflow their internal columns.
### Image Behavior
Customer logos retain native aspect; the strip scrolls horizontally on mobile rather than shrinking past legibility. Benchmark charts in the dark band switch from side-by-side to stacked.
## 11. Content & Voice
### Tone
**Fast, confident, plainspoken, speed-obsessed.** Groq writes for developers and teams who care about inference latency and cost. The voice is the typographic light weight in words: it states capability quietly and lets the numbers carry the boast ("fast, low cost inference that doesn't flake when things get real"). It is technical without jargon-stacking, confident without shouting — closer to a precision-instrument datasheet than a hype deck.
### Microcopy Patterns
- **CTA verbs**: "Start Building", "Get Started", "View Pricing", "View Models", "Learn More", "Read More", "Start Now". Action-first, no fluff.
- **Stat eyebrows** (IBM Plex Mono, uppercase): "3M DEVELOPERS AND TEAMS", "TOKENS / SEC", "LPU INFERENCE".
- **Feature copy**: Verb-first and outcome-led ("Deploy in seconds", "Built for inference", "Instant intelligence, deployed worldwide").
- **Speed framing**: Numbers are the headline. Pair every speed claim with a real figure in light stat-display type.
### Empty States
Console / dashboard: "No models running yet — make your first request and watch it stream." Welcoming, speed-forward, with an orange link to the quickstart.
### Error Messages
Pattern: `<icon in #dc2626> + "What went wrong" + "What to try next"`. Example: "Request failed — check your API key and try again." Kept short and unalarming.
### Success Confirmations
Toast in `#2d2f33` over `#fffcfc` with a success stripe. "Request complete — N tokens in Xms." Auto-dismiss 4s. Even confirmations report a speed number.
## 12. Dark Mode & Theming
Groq marketing is **light-default** on the warm `#f3f3ee` canvas. There is no full dark theme; instead, Groq uses **localised inverted bands** (`#2a2a25` surface, `#1f1f1b` for the footer and code) as spotlights — for the speed demo, benchmark comparisons, and the footer. On these inverted surfaces tokens map: `bg: #2a2a25` (or `#1f1f1b`), `text: #f3f3ee` (the canvas color, reused to preserve warmth), `text-muted: #b8b8ae`, `brand: #f43e01` (unchanged — the orange is identical on both surfaces), `border: rgba(243,243,238,0.12)`. The deliberate reuse of the off-white as on-dark text keeps every surface, light or dark, inside the same warm family. If a product dark theme were added, it would extend this band palette rather than introduce a cool-gray system.
## 13. Lineage & Influences
Groq's marketing aesthetic descends from the **precision-instrument** lineage — the warm paper canvas of editorial design crossed with the restraint of Swiss-grid typography. The whole type identity rests on **Space Grotesk**, Florian Karsten's reworking of Haas Grotesk Display: a geometric grotesque with a tall x-height and distinctive single-storey forms that give Groq an engineered, slightly mechanical voice. The defining move is the **light weight (300) on large headlines** — most hardware-AI brands shout in bold; Groq whispers in light, which reads as confidence: the speed speaks for itself.
The warm off-white `#f3f3ee` paper (NOT sterile white) softens the technical register and ties to print-grade editorial work, while a single hot `#f43e01` orange — the LPU brand voltage — is the one place the page raises its voice, rendered as a fully-rounded `1000px` pill. **IBM Plex Mono** on the stat eyebrows nods to the lab-instrument / terminal heritage where measured speed gets reported. The **localised inverted bands** rather than a full dark theme borrow Linear's discipline of keeping dark moments deliberate and brand-aligned. The single-accent-on-a-quiet-canvas baseline is Vercel's, but where Vercel goes monochrome-on-white, Groq goes orange-on-warm-paper. Where Baseten dresses ML deployment in approachable purple workshop chrome and Modal commits to lime-green developer optimism, Groq rejects the dashboard-dark, neon-benchmark cliché of the inference category entirely and commits to speed-obsessed minimalism: fast, low cost inference, said quietly on warm paper.
- **Space Grotesk (Florian Karsten)** — The entire type identity: geometric grotesque, tall x-height, single-storey forms. https://fonts.google.com/specimen/Space+Grotesk
- **IBM Plex Mono** — Lab-instrument stat eyebrows and tokens-per-second counters. https://fonts.google.com/specimen/IBM+Plex+Mono
- **Swiss / International Typographic Style** — Grid discipline and the light-large-headline editorial register. https://en.wikipedia.org/wiki/International_Typographic_Style
- **Vercel** — Single-accent dev-tool baseline; one decisive brand color on a quiet canvas. https://vercel.com
- **Linear** — Localised inverted dark band discipline rather than a full dark theme. https://linear.app
## 14. Do's and Don'ts
### Do
- Anchor every page on the warm off-white `#f3f3ee` canvas — paper, not sterile white.
- Set Space Grotesk on every text role; the family is the brand voice.
- Keep large headlines at the light weight (300) with tight `-0.02em` to `-0.03em` tracking.
- Reserve the hot orange `#f43e01` for the primary CTA — rendered as a full `1000px` pill.
- Use the dark `#2a2a25` button (small ~5px radius) for the speed-demo affordance, to contrast the orange pill.
- Set stat eyebrows in IBM Plex Mono, uppercase, 1.2px tracking ("3M DEVELOPERS AND TEAMS").
- Pair every speed claim with a real number in light stat-display type.
- Use localised inverted `#2a2a25` / `#1f1f1b` bands as spotlights for speed demos and benchmarks.
- Use graphite `#2d2f33`, not black, for type — it keeps the warm editorial calm.
- Keep generous 96px section rhythm so the light type and orange CTA have room to breathe.
### Don't
- Don't switch the canvas to pure white or pure black. The warmth of `#f3f3ee` is the brand.
- Don't set headlines in bold by default — the light weight is the signature; bold breaks it.
- Don't introduce a second accent color. Groq is orange + graphite + warm grayscale, full stop.
- Don't render the primary CTA with a small radius — it must be a full `1000px` pill.
- Don't render the dark speed-demo button as a pill — its sharp radius is what distinguishes it.
- Don't use a second sans-serif. Space Grotesk carries everything; no Inter, no Helvetica swap.
- Don't set small white text on the orange — contrast is AA-large only; use `#9e2701` on light for small orange type.
- Don't fill the page with dark dashboard chrome and neon charts — that is the cliché Groq rejects.
- Don't loosely track the light headlines; tight tracking is half the fingerprint.
- Don't add gradients to the orange. Solid `#f43e01` only; the rare glow shadow is the one exception.
## 15. Agent Prompt Guide
### Quick Color Reference
```
Bg / Canvas: #f3f3ee (warm off-white paper)
Bg Warm: #ecece4 (deeper warm alternation band)
Surface: #e8e8de (soft card tint)
Surface Card: #fffcfc (near-white elevated card)
Text: #2d2f33 (graphite — headlines + body)
Text Body: #3a3c40 (running-text)
Text Muted: #64748b (captions, secondary)
Brand: #f43e01 (hot orange — primary CTA pill)
Brand Hover: #d83602 (orange press state)
Dark: #2a2a25 (speed-demo button / inverted band)
Border Warm: #d8d8cd (warm hairline)
On-Brand: #ffffff (white on orange)
```
### Example Component Prompts
1. "Create a Groq hero on a warm off-white `#f3f3ee` canvas. Headline in Space Grotesk at a LIGHT 300 weight, ~32px, `-0.02em` tracking, color `#2d2f33` ('Groq delivers fast, low cost inference that doesn't flake when things get real'). 18px / 400 `#3a3c40` subhead. Primary CTA: a fully-rounded `1000px` orange `#f43e01` pill with white 15px label ('Start Building'), paired with a ghost button (transparent, 1px `#d8d8cd` border, also pill-shaped, 'Read the docs')."
2. "Design a dark speed-demo card. Background `#2a2a25`, 12px radius, 24px padding, text `#f3f3ee`. Inside: an IBM Plex Mono uppercase eyebrow 'TOKENS / SEC' at 12px / 1.2px tracking, a large light-weight (Space Grotesk 56px / 300) counting number, and a sharp-cornered (~5px radius) dark button 'TRY THE SPEED OF GROQ'. The orange `#f43e01` appears once as a small accent."
3. "Build a 3-column feature grid on `#f3f3ee`. Each card: background `#e8e8de`, 1px `#dbe2f0` border, 12px radius, 24px padding, a Space Grotesk 24px / 400 `#2d2f33` title, 16px / 400 `#3a3c40` body, and an IBM Plex Mono uppercase eyebrow ('LPU INFERENCE', 'LOW COST', 'WORLDWIDE')."
4. "Compose a stat-callout strip on the warm canvas: three figures ('3M', '<1s', '100s of tok/s') in light Space Grotesk 56px / 300 / `#2d2f33`, each with an IBM Plex Mono uppercase 12px / 1.2px `#64748b` label below ('DEVELOPERS AND TEAMS', 'TIME TO FIRST TOKEN', 'THROUGHPUT'). 96px vertical padding, no shadows."
5. "Design a Groq top nav: 64px tall, transparent over `#f3f3ee`, no border at rest. Wordmark left, horizontal menu center (Products, Developers, Enterprise, Pricing, Company) in Space Grotesk 15px / 400 `#2d2f33`, right side a 'Sign in' text link plus an orange `#f43e01` `1000px` pill CTA ('Start Building')."
6. "Create a pre-footer CTA section on a `#1f1f1b` inverted band: light Space Grotesk 46px / 300 / `#f3f3ee` headline ('Ready to go fast?'), `#b8b8ae` subhead, and a single orange `#f43e01` `1000px` pill ('Get Started'). The orange is the only color on the dark surface."
### Iteration Guide
1. Start on the warm `#f3f3ee` paper — if your canvas is white or black, you've already lost the brand.
2. Set the headline LIGHT. Space Grotesk 300, tight `-0.02em` tracking. Resist the urge to bold it.
3. Place exactly one orange `#f43e01` pill per band — the primary CTA, fully rounded at 1000px.
4. Make the speed numbers the loudest content: light stat-display figures + IBM Plex Mono eyebrows.
5. If you need a dark moment (speed demo, benchmark), use a localised `#2a2a25` band, not a full dark page.
6. Keep the dark speed-demo button sharp (~5px) so it never reads as a second primary CTA.
7. Hold the line on one type family and one accent color — Space Grotesk + orange + warm grayscale.
8. Use generous 96px section rhythm; the calm space is what gives the single orange its impact.
---
*Theme-toggle audit: score=0, signals=[none]*
1. Visual Theme & Atmosphere
Groq’s marketing surface reads like a precision instrument tuned for speed. The canvas is a warm off-white #f3f3ee — paper, not sterile white — carrying graphite #2d2f33 type. The warmth is deliberate: it softens the hardware-AI register, tying Groq’s custom-silicon story to the calm of print-grade editorial design rather than the cold blue of enterprise infrastructure. Where most inference companies arrive in dark dashboards and neon benchmark charts, Groq arrives on quiet paper and lets the numbers do the talking.
The defining typographic move is light-weight large headlines. The whole type identity rests on Space Grotesk — a geometric grotesque with a tall x-height and distinctive single-storey forms that give the brand an engineered, slightly mechanical voice — and Groq runs it at weight 300 on its biggest sizes. The hero headline (“Groq delivers fast, low cost inference that doesn’t flake when things get real”) lands at 32px in a light 300 with tight -0.02em tracking; the largest editorial heads reach 46–80px and stay light. Most hardware-AI brands shout in bold. Groq whispers in light, and the whisper reads as confidence: the speed speaks for itself.
There is exactly one place the page raises its voice — the hot #f43e01 orange. It is the LPU brand voltage distilled into a single decisive color, and it is reserved almost entirely for the primary CTA, rendered as a fully-rounded 1000px pill (“Start Building”, “Get Started”, “View Pricing”). The orange against warm paper is a high-contrast spark; used sparingly, it becomes the brand’s heartbeat. A second, quieter affordance — the dark #2a2a25 button with its small 5px radius (“TRY THE SPEED OF GROQ”) — anchors the interactive speed demo that is Groq’s signature party trick: watch tokens stream faster than you can read.
The supporting voice is IBM Plex Mono, which carries the stat eyebrows and counters: “3M DEVELOPERS AND TEAMS”, tokens-per-second readouts, latency figures. The mono is a deliberate genre signal — lab instrument, terminal, the place where measured speed gets reported. It appears at 12px, weight 500, with 1.2px tracking, uppercase, and it is the one typeface allowed to set numbers that matter.
The page rhythm alternates the warm canvas with occasional inverted #2a2a25 bands for speed demos and benchmark surfaces, and a deepest #1f1f1b footer. These dark moments are localised, not a full dark theme — the inverted band is a spotlight, used to make the orange CTA and the streaming-token demo pop, then the page returns to paper.
Key Characteristics:
- Warm off-white
#f3f3eecanvas — paper, not sterile white — with graphite#2d2f33type. - Space Grotesk carries the entire type identity: display and body, distinctive geometric grotesque forms.
- Light weight (300) on every large headline — the signature restraint move.
- Single hot
#f43e01orange for primary CTAs, rendered as a fully-rounded1000pxpill. - Dark
#2a2a25secondary button (small 5px radius) for the speed-demo affordance. - IBM Plex Mono on stat eyebrows and tokens-per-second counters — lab-instrument voice.
- Tight negative tracking (
-0.02emto-0.03em) on display sizes. - Localised inverted
#2a2a25/#1f1f1bbands — spotlights, not a full dark theme. - Speed-obsessed register: “fast, low cost inference” said quietly, with one orange spark.
- Single brand color discipline — orange + graphite + warm grayscale, no second accent.
2. Color Palette & Roles
Primary
- Bg / Canvas (
#f3f3ee): Warm off-white paper — runs every marketing page. The brand’s signature surface. - Text (
#2d2f33): Graphite — headlines and body. Warm-neutral, not pure black. - Brand / Primary CTA (
#f43e01): The Groq hot orange — every primary CTA, the page’s one loud color.
Brand & Orange
- Brand (
#f43e01): Reserved for primary CTA pills, link-hover state, focus rings, rare hero accents. - Brand Hover (
#d83602): Darkened orange for hover / press on the pill. - Brand Active (
#bf2f02): Deepest orange for the active / pressed state. - Brand Soft (
#fde4da): Tinted orange wash for “NEW” / featured badges. - Brand Deep (
#9e2701): Darkest orange — type set on thebrand-softwash. - On-Brand (
#ffffff): White label on the orange pill.
Dark / Inverted
- Dark (
#2a2a25): Dark secondary button (speed demo) and localised inverted bands. - Dark Hover (
#1f1f1b): Darkened dark-button hover. - Surface Dark (
#2a2a25): Inverted card / band surface — benchmark + speed-demo moments. - Surface Darker (
#1f1f1b): Deepest inverted surface — footer, code window.
Interactive
- Link (
#2d2f33): Inline body links match text, underlined. - Link Hover (
#f43e01): Links warm to the brand orange on hover. - Selected (
rgba(244, 62, 1, 0.15)): Selected text background — faint orange tint. - Disabled (
#9498a0): Disabled labels and tertiary text.
Neutral Scale
- Text (
#2d2f33): Primary graphite — headlines, body. - Text Body (
#3a3c40): Default running-text, fractionally softer than headlines. - Text Muted (
#64748b): Captions, secondary links, breadcrumbs. - Text Faint (
#9498a0): Tertiary fine-print, disabled labels. - Text on Dark (
#f3f3ee): Off-white text on inverted bands — matches the canvas, keeps warmth. - Text on Dark Muted (
#b8b8ae): Muted body on inverted surfaces.
Surface & Borders
- Bg Warm (
#ecece4): Slightly deeper warm band for editorial alternation. - Surface (
#e8e8de): Soft card / panel tint on the warm canvas. - Surface Card (
#fffcfc): Near-white elevated content card. - Border (
#dbe2f0): Light hairline on cards and inputs. - Border Warm (
#d8d8cd): Warm-tinted hairline that reads correctly on the off-white canvas. - Border Strong (
#c4cbd9): Stronger divider on focused inputs.
Shadow Colors
Groq uses warm-graphite shadows at low alpha — rgba(31, 31, 27, ...), tied to the deepest inverted surface so depth stays brand-aligned and warm.
- Shadow Color (
rgba(31, 31, 27, 0.05)): Ambient. - Shadow Color Md (
rgba(31, 31, 27, 0.08)): Standard card shadow. - Shadow Color Lg (
rgba(31, 31, 27, 0.12)): Hover / modal entrance. - Shadow Glow Orange (
rgba(244, 62, 1, 0.18)): Rare ambient glow on the hero CTA.
Semantic
- Success (
#16a34a): Confirmation toasts, “deployed” indicators in product UI. - Warning (
#d97706): Caution states (kept warm to harmonise with the orange). - Danger (
#dc2626): Destructive actions and error states. - Info (
#0ea5e9): Informational notices.
3. Typography Rules
Font Family
- Primary (display + body):
"Space Grotesk", system-ui, -apple-system, "Helvetica Neue", Helvetica, Arial, sans-serif. Space Grotesk handles every text role — the whole brand voice is in this one geometric grotesque. - Mono:
"IBM Plex Mono", ui-monospace, SFMono-Regular, "SF Mono", Menlo, monospace. Stat eyebrows, tokens-per-second counters, code surfaces. - No separate display family — Space Grotesk’s character (tall x-height, single-storey forms) is enough to carry both running text and large heads; the hierarchy is built from weight and size, not a second face.
Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | Notes |
|---|---|---|---|---|---|---|
| display-hero | Space Grotesk | 80 | 300 | 1.0 | -0.03em | Large hero — light weight, the signature |
| display-lg | Space Grotesk | 56 | 300 | 1.05 | -0.02em | Major section heads, light |
| display-md | Space Grotesk | 46 | 300 | 1.10 | -0.02em | Editorial sub-heads, light |
| h1 | Space Grotesk | 32 | 300 | 1.30 | -0.02em | Page h1 — the canonical Groq headline |
| h2 | Space Grotesk | 32 | 300 | 1.20 | -0.02em | Section h2 — light weight |
| h3 | Space Grotesk | 24 | 400 | 1.25 | -0.01em | Card titles, sub-heads |
| h4 | Space Grotesk | 20 | 500 | 1.30 | 0 | Small card titles |
| title | Space Grotesk | 18 | 500 | 1.35 | 0 | List labels, feature titles |
| body-lg | Space Grotesk | 18 | 400 | 1.55 | 0 | Hero subhead, intro copy |
| body | Space Grotesk | 16 | 400 | 1.55 | 0 | Default running-text |
| body-sm | Space Grotesk | 14 | 400 | 1.50 | 0 | Footer body, fine-print |
| button | Space Grotesk | 15 | 400 | 1.0 | 0 | CTA pill and button labels |
| nav-link | Space Grotesk | 15 | 400 | 1.40 | 0 | Top-nav menu items |
| label | Space Grotesk | 13 | 500 | 1.40 | 0 | Form labels, small UI labels |
| caption | Space Grotesk | 12 | 500 | 1.40 | 0.02em | Captions |
| mono-eyebrow | IBM Plex Mono | 12 | 500 | 1.40 | 1.2px | Stat eyebrows — uppercase (“3M DEVELOPERS AND TEAMS”) |
| stat-display | Space Grotesk | 56 | 300 | 1.0 | -0.02em | Big stat numbers — tokens/sec, dev count |
| code | IBM Plex Mono | 14 | 400 | 1.60 | 0 | Code blocks, API snippets |
Principles
- Display weight stays light (300). This is the brand’s defining move — large headlines arrive light, not bold. Bold (600–700) is reserved for the rare emphatic moment, never the default headline.
- Negative tracking on every display size.
-0.02emto-0.03emtightens the light type so it reads as one continuous line, not loose letters. - Body holds Space Grotesk at 400 / 1.55. Comfortable, even, slightly tall — the grotesque’s x-height does the legibility work.
- Weight, not a second face, builds hierarchy. Space Grotesk runs 300 → 400 → 500 → 600 across the scale; the family carries everything.
- IBM Plex Mono is for measured numbers only. Stat eyebrows, tokens-per-second, latency, developer counts. Uppercase, 1.2px tracking — the lab-instrument register.
- Stat-display numbers carry the speed story. “3M”, tokens/sec readouts, “<1s” — set in light Space Grotesk at display size, the credibility moments.
- Graphite, not black.
#2d2f33keeps the type warm against the off-white paper; pure black would feel cold and break the editorial calm. - Tight tracking + light weight = the Groq fingerprint. If a headline is bold or loosely tracked, it is not Groq.
4. Component Stylings
Buttons (4 variants)
button-primary — The signature orange pill. Background #f43e01, label #ffffff, Space Grotesk 15px / 400, padding 10px × 16px, radius 1000px (full pill). Hover: #d83602 over 150ms. Used for every primary CTA — “Start Building”, “Get Started”, “View Pricing”, “Learn More”. This is the one loud element on the page.
button-dark — Dark speed-demo action. Background #2a2a25, label #ffffff, Space Grotesk 15px / 400, padding 12px, small 5px radius (NOT a pill — the contrast in shape distinguishes it from the primary CTA). Used for “TRY THE SPEED OF GROQ” — the interactive token-streaming demo.
button-ghost — Quiet secondary. Transparent background, #2d2f33 label, 1px #d8d8cd warm hairline border, radius 1000px to echo the primary pill shape, same padding. Paired secondary action (“Read the docs”).
button-text-link — Inline text link in #2d2f33, underlined, warms to #f43e01 on hover. Used inside running copy.
Cards
card — Standard content card. Background #e8e8de (soft tint on the warm canvas), 1px #dbe2f0 border, radius 12px, padding 24px. Sits flat or with a faint ambient shadow.
card-elevated — Near-white elevated card. Background #fffcfc, radius 12px, padding 24px, standard warm-graphite shadow. Lifts content off the paper.
card-dark — Inverted speed / benchmark card. Background #2a2a25, text #f3f3ee, radius 12px, padding 24px. Hosts the streaming-token demo, tokens-per-second counters, and benchmark comparisons — the spotlight surface where the orange CTA and the mono numbers pop.
Badges & Pills
badge-mono — The stat eyebrow. Transparent background, #64748b text, IBM Plex Mono 12px / 500, 1.2px tracking, uppercase (“3M DEVELOPERS AND TEAMS”, “TOKENS / SEC”). The brand’s distinctive label chrome.
badge-soft — Orange-tinted pill for “NEW” / featured callouts. Background #fde4da, text #9e2701, radius 1000px, padding 4px × 12px.
Inputs / Forms
input — Text input. Background #fffcfc, 1px #dbe2f0 border, text #2d2f33, radius 8px, padding 8px × 12px. Placeholder #9498a0.
input-focused — 3px rgba(244, 62, 1, 0.30) ring with 1px solid #f43e01 core, border darkens to #c4cbd9.
Navigation
top-nav — Transparent / warm-canvas nav pinned to top, 64px tall, background #f3f3ee. Groq wordmark left, primary horizontal menu (Products, Developers, Enterprise, Pricing, Company) center, right-side: “Sign in” text link + orange button-primary pill (“Start Building”). No bottom border at rest; a faint warm hairline appears on scroll.
Decorative
speed-counter — Animated tokens-per-second readout in light Space Grotesk stat-display sizing, the value counting up on scroll-into-view. Paired with an IBM Plex Mono “TOKENS / SEC” eyebrow.
customer-logo-strip — Horizontal monochrome customer-logo strip (McLaren F1 and others) in #64748b, padding 32px vertical, on the warm canvas.
5. Layout Principles
Spacing System
Base unit 4px. Scale: [0, 4, 8, 12, 16, 24, 32, 48, 64, 96]. 96px section padding sets the editorial vertical rhythm; 24px card padding; 16px the common gutter. The generous top/bottom section padding is part of the calm, paper-like register.
Grid & Container
Max content width 1280px centered; prose width capped at 720px for readability. Editorial body uses a 12-column grid. The hero often runs asymmetric — light headline left, speed demo or benchmark card right. Feature card grids run 3-up at desktop, 2-up at tablet, 1-up at mobile.
Whitespace Philosophy
Groq uses generous, editorial whitespace — the page should feel unhurried and confident, the opposite of a cluttered dashboard. The light headlines need room to breathe; tight type plus open space is the brand’s balance. The orange CTA earns its impact precisely because the surrounding space is calm.
Section Cadence
Warm-canvas hero (light headline + speed demo) → customer-logo strip → inverted #2a2a25 benchmark / speed-demo band → light feature card grid → stat-callout strip (mono eyebrows + light stat numbers) → editorial sub-section on warm-deeper #ecece4 band → pricing → CTA band → deepest #1f1f1b footer.
6. Shapes & Radius Scale
| Tier | Token | Value | Use |
|---|---|---|---|
| Micro | micro | 2px | Tiny chips, mono-eyebrow underline accents |
| Standard | sm | 4px | Dark speed-demo button (rendered ~5px), tight inline elements |
| Comfortable | md | 8px | Inputs, small inline buttons |
| Large | lg | 12px | Content cards, elevated cards, dark benchmark cards |
| Featured | xl | 16px | Hero shells, large feature panels |
| Pill | pill | 9999px | Primary orange CTA, ghost buttons, soft badges |
The radius story is a deliberate contrast: the primary CTA is a full pill (1000px) — soft, friendly, fast-feeling — while the dark speed-demo button is sharp (~5px) to set it apart. Cards sit at a calm 12px.
7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 — Flat | No shadow, no border | Body sections, top nav at rest, hero text |
| 1 — Soft hairline | 1px #dbe2f0 / #d8d8cd border | Standard cards, inputs |
| 2 — Soft shadow | 1px border + ambient shadow | Cards on hover |
| 3 — Standard shadow | Standard warm-graphite shadow | Elevated near-white cards |
| 4 — Brand glow | Glow-orange shadow | Hero CTA card (rare) |
| 5 — Inverted | Dark #2a2a25 surface, no shadow | Benchmark / speed-demo spotlight bands |
| 6 — Modal | Standard shadow + backdrop dim 55% | Dialogs, dropdowns |
Shadow Philosophy
Groq’s depth is restrained and warm. Shadows use rgba(31, 31, 27, ...) — the deepest inverted surface tinted at low alpha — so elevation stays brand-aligned and never reads cold or blue. Most of the page is flat (paper rests on paper); shadow is reserved for genuinely floating elements. Hover lifts are subtle (translateY(-2px) + shadow up one tier). The rare orange glow appears only behind the hero CTA.
8. Interaction & Motion
Easing Curves
- Standard ease:
cubic-bezier(0.4, 0, 0.2, 1)— default for color, opacity, transforms. - Emphasized ease:
cubic-bezier(0.2, 0, 0, 1)— CTA hover, modal entrances, the speed-counter count-up.
Duration Buckets
- Fast (150ms): Color and opacity transitions, button hover.
- Standard (240ms): Card hover lifts, dropdown opens.
- Slow (320ms): Modal entrance, section-on-scroll reveals.
Per-Component Micro-States
- Primary CTA hover: Orange darkens
#f43e01→#d83602over 150ms; subtle 1px lift. - Dark button hover:
#2a2a25→#1f1f1bover 150ms. - Card hover: TranslateY(-2px) over 240ms; shadow intensifies one tier.
- Speed counter: On scroll-into-view, the tokens-per-second number counts up from 0 to its real value over ~1.2s with emphasized easing — the brand’s literal demonstration of speed.
- Link hover: Color warms graphite → orange over 150ms; underline persists.
- Input focus: 3px orange ring expands.
Page Transitions
Standard browser navigation. Section-on-scroll reveals are 320ms fade-in-up. The speed-demo band animates its counter on first view, then holds.
Reduced Motion
Honored — the speed-counter animation is skipped and the number renders at its final value immediately; all count-ups, transforms, and parallax are removed; only opacity fades remain. Critically, the speed message must survive without motion: the final number is the message, not the animation.
9. Accessibility & A11y
Contrast Pairs
- Text on bg:
#2d2f33on#f3f3ee= 11.1 — AAA. - Body on bg:
#3a3c40on#f3f3ee= 9.6 — AAA. - Muted on bg:
#64748bon#f3f3ee= 4.3 — AA for large text; use at 18px+ or 14px-bold for captions. - On-brand on brand:
#ffffffon#f43e01= 3.6 — AA for large text only. The CTA label is 15px / 400, which sits at the large-text threshold; keep CTA labels ≥15px and never drop white-on-orange below it. For small orange text usebrand-deep#9e2701on a light surface instead. - Text on dark:
#f3f3eeon#2a2a25= 12.7 — AAA on inverted bands. - Brand-deep on brand-soft:
#9e2701on#fde4da= 5.9 — AA.
Focus Indicators
3px rgba(244, 62, 1, 0.30) ring with 1px solid #f43e01 core. The orange ring is consistent across light and inverted surfaces — visible on both the warm canvas and the dark bands.
ARIA Patterns
- Buttons: Native
<button>/<a role="button">; icon-only carryaria-label. - Speed counter: Wrap the animated value in
aria-live="off"and expose the final value viaaria-labelso screen readers announce the number, not the count-up. - Navigation:
<nav aria-label="Primary">. - Logo strip: Each logo
<img>carriesaltwith the customer name. - Dialog:
role="dialog"+aria-labelledby+aria-modal="true".
Keyboard Navigation
Tab order follows reading order. Skip-link (“skip to content”, already present on the live site) to <main>. Modal traps focus and Escape closes. The orange focus ring makes the focused control unambiguous on every surface.
Screen Reader Hints
Stat numbers expose full unit readout via aria-label (“3 million developers and teams”, “X tokens per second”). The speed-demo band provides a textual summary so the speed claim is conveyed without the animation.
Reduced Motion Handling
Honored — counters freeze on final values, reveals become opacity-only, no parallax. See section 8.
10. Responsive Behavior
Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 640px | Hamburger nav; hero headline 32→26px (stays light 300); demo card stacks below; feature grids 1-up; 96→56px section padding |
| Tablet | 640–1024px | Top nav tightens; feature cards 2-up; hero headline ~40px |
| Desktop | 1024–1280px | Full top-nav; 3-up feature cards; hero at full size |
| Wide | > 1280px | Same as desktop with more breathing room; max content 1280px |
Touch Targets
Primary CTA pill min 44px tall on touch (padding bumps from 10px to ~13px vertical). Icon-only controls 44 × 44px hit area. Input height ≥44px on touch.
Collapsing Strategy
Top nav collapses to a hamburger at < 1024px. Hero asymmetric layout collapses to single-column (headline first, then speed-demo card). The stat-callout strip stacks vertically; mono eyebrows stay above their numbers. Inverted benchmark bands keep full-bleed width and reflow their internal columns.
Image Behavior
Customer logos retain native aspect; the strip scrolls horizontally on mobile rather than shrinking past legibility. Benchmark charts in the dark band switch from side-by-side to stacked.
11. Content & Voice
Tone
Fast, confident, plainspoken, speed-obsessed. Groq writes for developers and teams who care about inference latency and cost. The voice is the typographic light weight in words: it states capability quietly and lets the numbers carry the boast (“fast, low cost inference that doesn’t flake when things get real”). It is technical without jargon-stacking, confident without shouting — closer to a precision-instrument datasheet than a hype deck.
Microcopy Patterns
- CTA verbs: “Start Building”, “Get Started”, “View Pricing”, “View Models”, “Learn More”, “Read More”, “Start Now”. Action-first, no fluff.
- Stat eyebrows (IBM Plex Mono, uppercase): “3M DEVELOPERS AND TEAMS”, “TOKENS / SEC”, “LPU INFERENCE”.
- Feature copy: Verb-first and outcome-led (“Deploy in seconds”, “Built for inference”, “Instant intelligence, deployed worldwide”).
- Speed framing: Numbers are the headline. Pair every speed claim with a real figure in light stat-display type.
Empty States
Console / dashboard: “No models running yet — make your first request and watch it stream.” Welcoming, speed-forward, with an orange link to the quickstart.
Error Messages
Pattern: <icon in #dc2626> + "What went wrong" + "What to try next". Example: “Request failed — check your API key and try again.” Kept short and unalarming.
Success Confirmations
Toast in #2d2f33 over #fffcfc with a success stripe. “Request complete — N tokens in Xms.” Auto-dismiss 4s. Even confirmations report a speed number.
12. Dark Mode & Theming
Groq marketing is light-default on the warm #f3f3ee canvas. There is no full dark theme; instead, Groq uses localised inverted bands (#2a2a25 surface, #1f1f1b for the footer and code) as spotlights — for the speed demo, benchmark comparisons, and the footer. On these inverted surfaces tokens map: bg: #2a2a25 (or #1f1f1b), text: #f3f3ee (the canvas color, reused to preserve warmth), text-muted: #b8b8ae, brand: #f43e01 (unchanged — the orange is identical on both surfaces), border: rgba(243,243,238,0.12). The deliberate reuse of the off-white as on-dark text keeps every surface, light or dark, inside the same warm family. If a product dark theme were added, it would extend this band palette rather than introduce a cool-gray system.
13. Lineage & Influences
Groq’s marketing aesthetic descends from the precision-instrument lineage — the warm paper canvas of editorial design crossed with the restraint of Swiss-grid typography. The whole type identity rests on Space Grotesk, Florian Karsten’s reworking of Haas Grotesk Display: a geometric grotesque with a tall x-height and distinctive single-storey forms that give Groq an engineered, slightly mechanical voice. The defining move is the light weight (300) on large headlines — most hardware-AI brands shout in bold; Groq whispers in light, which reads as confidence: the speed speaks for itself.
The warm off-white #f3f3ee paper (NOT sterile white) softens the technical register and ties to print-grade editorial work, while a single hot #f43e01 orange — the LPU brand voltage — is the one place the page raises its voice, rendered as a fully-rounded 1000px pill. IBM Plex Mono on the stat eyebrows nods to the lab-instrument / terminal heritage where measured speed gets reported. The localised inverted bands rather than a full dark theme borrow Linear’s discipline of keeping dark moments deliberate and brand-aligned. The single-accent-on-a-quiet-canvas baseline is Vercel’s, but where Vercel goes monochrome-on-white, Groq goes orange-on-warm-paper. Where Baseten dresses ML deployment in approachable purple workshop chrome and Modal commits to lime-green developer optimism, Groq rejects the dashboard-dark, neon-benchmark cliché of the inference category entirely and commits to speed-obsessed minimalism: fast, low cost inference, said quietly on warm paper.
- Space Grotesk (Florian Karsten) — The entire type identity: geometric grotesque, tall x-height, single-storey forms. https://fonts.google.com/specimen/Space+Grotesk
- IBM Plex Mono — Lab-instrument stat eyebrows and tokens-per-second counters. https://fonts.google.com/specimen/IBM+Plex+Mono
- Swiss / International Typographic Style — Grid discipline and the light-large-headline editorial register. https://en.wikipedia.org/wiki/International_Typographic_Style
- Vercel — Single-accent dev-tool baseline; one decisive brand color on a quiet canvas. https://vercel.com
- Linear — Localised inverted dark band discipline rather than a full dark theme. https://linear.app
14. Do’s and Don’ts
Do
- Anchor every page on the warm off-white
#f3f3eecanvas — paper, not sterile white. - Set Space Grotesk on every text role; the family is the brand voice.
- Keep large headlines at the light weight (300) with tight
-0.02emto-0.03emtracking. - Reserve the hot orange
#f43e01for the primary CTA — rendered as a full1000pxpill. - Use the dark
#2a2a25button (small ~5px radius) for the speed-demo affordance, to contrast the orange pill. - Set stat eyebrows in IBM Plex Mono, uppercase, 1.2px tracking (“3M DEVELOPERS AND TEAMS”).
- Pair every speed claim with a real number in light stat-display type.
- Use localised inverted
#2a2a25/#1f1f1bbands as spotlights for speed demos and benchmarks. - Use graphite
#2d2f33, not black, for type — it keeps the warm editorial calm. - Keep generous 96px section rhythm so the light type and orange CTA have room to breathe.
Don’t
- Don’t switch the canvas to pure white or pure black. The warmth of
#f3f3eeis the brand. - Don’t set headlines in bold by default — the light weight is the signature; bold breaks it.
- Don’t introduce a second accent color. Groq is orange + graphite + warm grayscale, full stop.
- Don’t render the primary CTA with a small radius — it must be a full
1000pxpill. - Don’t render the dark speed-demo button as a pill — its sharp radius is what distinguishes it.
- Don’t use a second sans-serif. Space Grotesk carries everything; no Inter, no Helvetica swap.
- Don’t set small white text on the orange — contrast is AA-large only; use
#9e2701on light for small orange type. - Don’t fill the page with dark dashboard chrome and neon charts — that is the cliché Groq rejects.
- Don’t loosely track the light headlines; tight tracking is half the fingerprint.
- Don’t add gradients to the orange. Solid
#f43e01only; the rare glow shadow is the one exception.
15. Agent Prompt Guide
Quick Color Reference
Bg / Canvas: #f3f3ee (warm off-white paper)
Bg Warm: #ecece4 (deeper warm alternation band)
Surface: #e8e8de (soft card tint)
Surface Card: #fffcfc (near-white elevated card)
Text: #2d2f33 (graphite — headlines + body)
Text Body: #3a3c40 (running-text)
Text Muted: #64748b (captions, secondary)
Brand: #f43e01 (hot orange — primary CTA pill)
Brand Hover: #d83602 (orange press state)
Dark: #2a2a25 (speed-demo button / inverted band)
Border Warm: #d8d8cd (warm hairline)
On-Brand: #ffffff (white on orange)Example Component Prompts
-
“Create a Groq hero on a warm off-white
#f3f3eecanvas. Headline in Space Grotesk at a LIGHT 300 weight, ~32px,-0.02emtracking, color#2d2f33(‘Groq delivers fast, low cost inference that doesn’t flake when things get real’). 18px / 400#3a3c40subhead. Primary CTA: a fully-rounded1000pxorange#f43e01pill with white 15px label (‘Start Building’), paired with a ghost button (transparent, 1px#d8d8cdborder, also pill-shaped, ‘Read the docs’).” -
“Design a dark speed-demo card. Background
#2a2a25, 12px radius, 24px padding, text#f3f3ee. Inside: an IBM Plex Mono uppercase eyebrow ‘TOKENS / SEC’ at 12px / 1.2px tracking, a large light-weight (Space Grotesk 56px / 300) counting number, and a sharp-cornered (~5px radius) dark button ‘TRY THE SPEED OF GROQ’. The orange#f43e01appears once as a small accent.” -
“Build a 3-column feature grid on
#f3f3ee. Each card: background#e8e8de, 1px#dbe2f0border, 12px radius, 24px padding, a Space Grotesk 24px / 400#2d2f33title, 16px / 400#3a3c40body, and an IBM Plex Mono uppercase eyebrow (‘LPU INFERENCE’, ‘LOW COST’, ‘WORLDWIDE’).” -
“Compose a stat-callout strip on the warm canvas: three figures (‘3M’, ‘<1s’, ‘100s of tok/s’) in light Space Grotesk 56px / 300 /
#2d2f33, each with an IBM Plex Mono uppercase 12px / 1.2px#64748blabel below (‘DEVELOPERS AND TEAMS’, ‘TIME TO FIRST TOKEN’, ‘THROUGHPUT’). 96px vertical padding, no shadows.” -
“Design a Groq top nav: 64px tall, transparent over
#f3f3ee, no border at rest. Wordmark left, horizontal menu center (Products, Developers, Enterprise, Pricing, Company) in Space Grotesk 15px / 400#2d2f33, right side a ‘Sign in’ text link plus an orange#f43e011000pxpill CTA (‘Start Building’).” -
“Create a pre-footer CTA section on a
#1f1f1binverted band: light Space Grotesk 46px / 300 /#f3f3eeheadline (‘Ready to go fast?’),#b8b8aesubhead, and a single orange#f43e011000pxpill (‘Get Started’). The orange is the only color on the dark surface.”
Iteration Guide
- Start on the warm
#f3f3eepaper — if your canvas is white or black, you’ve already lost the brand. - Set the headline LIGHT. Space Grotesk 300, tight
-0.02emtracking. Resist the urge to bold it. - Place exactly one orange
#f43e01pill per band — the primary CTA, fully rounded at 1000px. - Make the speed numbers the loudest content: light stat-display figures + IBM Plex Mono eyebrows.
- If you need a dark moment (speed demo, benchmark), use a localised
#2a2a25band, not a full dark page. - Keep the dark speed-demo button sharp (~5px) so it never reads as a second primary CTA.
- Hold the line on one type family and one accent color — Space Grotesk + orange + warm grayscale.
- Use generous 96px section rhythm; the calm space is what gives the single orange its impact.
Theme-toggle audit: score=0, signals=[none]
Drop groq into your project, then ship the actual sections in an afternoon.
1 · install design
npx @webdesignhot/design-md add groq 2 · ship landing page
npx agentkit init --design groq