light · bold · sans · commerce · fitness · monochrome · pill · athletic · e-commerce
DESIGN.md inspired by Gymshark
Pure white canvas, black ink, Montserrat bold display over Roboto body — every CTA a fully-rounded 56px pill.
By webdesignhot · www.gymshark.com ↗
$ npx @webdesignhot/design-md add gymshark
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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. Groq Warm off-white canvas, light-weight Space Grotesk, and a single hot `#f43e01` orange — speed-obsessed AI inference. Grubhub Friendly red-orange CTA, Sentinel display + Avenir body, dense delivery-app commerce — the long-running incumbent. Gumroad Hot pink `#ff90e8` on cream, ABC Favorit at 96px, hard black borders and offset shadows — neo-brutalist creator commerce. 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
#ffffff - surface
#ffffff - surface-soft
#f4f4f4 - surface-warm
#fafafa - ink
#000000 - text AAA · 21.0
#000000 - text-strong
#000000 - text-muted
#53565a - text-soft
#6b6e72 - brand AAA · 21.0
#000000 - brand-hover
#1a1a1a - brand-active
#000000 - on-brand
#ffffff - steel
#53565a - steel-hover
#42454a - steel-active
#383b3f - on-steel
#ffffff - border AAA · 21.0
#000000 - border-soft
#e2e2e2 - border-muted
#cfcfcf - link
#000000 - link-hover
#53565a - selected
#000000 - disabled-bg
#e2e2e2 - disabled-text
#9a9da1 - sale
#d12b2b - sale-deep
#9e1f1f - success
#1f8a4c - warning
#b46a00 - danger
#d12b2b - info
#1457d6 - scrim
rgba(0,0,0,0.55) - ring
#000000 - ring-on-dark
#ffffff
Ship faster than ever.
display-hero Montserrat 80px w700 -0.03em
Ship faster than ever.
display-lg Montserrat 56px w700 -0.02em
Ship faster than ever.
h1 Montserrat 40px w700 -0.018em
Ship faster than ever.
h1-live Montserrat 32px w700 -0.012em
Built for teams that ship.
h2 Montserrat 32px w600 -0.012em
A complete kit
h3 Montserrat 24px w600 -0.005em
The quick brown fox jumps over the lazy dog.
h4 Montserrat 20px w600 0
The quick brown fox jumps over the lazy dog.
body-lg Roboto 18px w400 0
The quick brown fox jumps over the lazy dog.
body Roboto 16px w400 0
The quick brown fox jumps over the lazy dog.
body-strong Roboto 16px w600 0
The quick brown fox jumps over the lazy dog.
price Roboto 16px w600 0
The quick brown fox jumps over the lazy dog.
body-sm Roboto 14px w400 0
The quick brown fox jumps over the lazy dog.
button Montserrat 14px w600 0.04em
OUR DESIGN SYSTEM
label Roboto 13px w500 0.02em
OUR DESIGN SYSTEM
caption Roboto 12px w500 0.02em
- step-0 0px
- step-1 4px
- step-2 8px
- step-3 12px
- step-4 16px
- step-5 24px
- step-6 32px
- step-7 48px
- step-8 64px
- step-9 96px
- micro
2px - sm
4px - md
8px - lg
12px - xl
16px - pill
56px - circle
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 → steel
- muted → text-muted
- border → —
- ring → —
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: Gymshark
tagline: Pure white canvas, black ink, Montserrat bold display over Roboto body — every CTA a fully-rounded 56px pill.
updated_at: 2026-05-28T23:13:29.776Z
published_at: 2026-05-28T23:13:29.776Z
author: webdesignhot
source_url: https://www.gymshark.com
spec: webdesignhot/0.1
quality: curated
featured: false
categories: [retail]
tags: [light, bold, sans, commerce, fitness, monochrome, pill, athletic, e-commerce]
preview_swatch: ['#ffffff', '#000000', '#53565a']
related: [nike, adidas, supreme]
description: 'Gymshark''s storefront is a high-contrast monochrome machine — pure white canvas (`#ffffff`), true-black ink (`#000000`), and a single steel grey (`#53565a`) doing all the work of an accent. Montserrat Bold towers over section heads at 32px / 700 while Roboto carries body copy at a calm 16px / 400, the classic display-over-utility pairing that reads athletic without shouting. Every call-to-action is a fully-rounded 56px pill — there are no square buttons in the system — and the brand toggles between two pill treatments: a crisp white pill with black ink for low-key actions and a steel-grey pill (`#53565a`) with white text for the structural ones. The result is a confident, gym-floor-direct commerce surface: black-and-white base, vivid product photography carrying the colour, and the shark-fin logo as the only ornament. It is built for a Gen-Z UK fitness audience that wants speed, clarity, and a community register — bold, athletic, no decorative furniture between the image and the buy button.'
# Canonical 8-role aliases (bg / text / brand / border / accent / muted / surface / danger).
# Maps role names to this entry's actual token names so role-aware
# downstream tools resolve `theme.background` → entry's `bg`, etc.
# Auto-generated by scripts/add-aliases.mjs — do not edit manually;
# regenerate after changing color token names.
aliases:
background: bg
foreground: text
primary: brand
primary-foreground: on-brand
accent: steel
muted: text-muted
colors:
bg: '#ffffff' # canvas — primary page floor, full-bleed white
surface: '#ffffff' # default card / sheet surface
surface-soft: '#f4f4f4' # soft grey — product image stage, alt section band
surface-warm: '#fafafa' # subtle alt-row tint
ink: '#000000' # true-black primary text + brand ink on every surface
text: '#000000' # body
text-strong: '#000000' # display — same as body; weight carries hierarchy
text-muted: '#53565a' # steel — secondary metadata, product subtitle, footer link
text-soft: '#6b6e72' # lowest-emphasis utility (still AA on white)
brand: '#000000' # Gymshark's brand "color" — the black/shark-fin aesthetic
brand-hover: '#1a1a1a' # black surface lifts slightly on hover
brand-active: '#000000' # press = bg unchanged, surface dims via opacity
on-brand: '#ffffff' # white text on black brand surfaces
steel: '#53565a' # the system's structural grey — primary pill, accent
steel-hover: '#42454a' # steel pill deepens on hover
steel-active: '#383b3f' # steel pill pressed
on-steel: '#ffffff' # white text on steel pills
border: '#000000' # crisp 1px black outline on white pills / inputs
border-soft: '#e2e2e2' # 1px hairline divider — filter rows, footer columns
border-muted: '#cfcfcf' # mid-grey divider on grey surfaces
link: '#000000' # default link = ink + underline
link-hover: '#53565a' # link hover softens to steel
selected: '#000000' # selected filter = inverted ink chip
disabled-bg: '#e2e2e2'
disabled-text: '#9a9da1'
sale: '#d12b2b' # the only red — discounted price + "% off" copy
sale-deep: '#9e1f1f' # sale price hover / pressed
success: '#1f8a4c' # in-stock, eligibility tick
warning: '#b46a00'
danger: '#d12b2b'
info: '#1457d6' # informational badge / link accent — rare
scrim: 'rgba(0,0,0,0.55)' # modal backdrop
ring: '#000000' # focus ring on light surfaces
ring-on-dark: '#ffffff' # focus ring on ink / photographic surfaces
typography:
display:
family: 'Montserrat, system-ui, -apple-system, sans-serif'
weights: [500, 600, 700]
body:
family: 'Roboto, system-ui, -apple-system, sans-serif'
weights: [400, 500, 600]
mono:
family: 'ui-monospace, SFMono-Regular, "SF Mono", Menlo, monospace'
weights: [400, 500]
scale:
display-hero: { size: 80, weight: 700, lineHeight: 1.0, tracking: '-0.03em', family: display }
display-lg: { size: 56, weight: 700, lineHeight: 1.05, tracking: '-0.02em', family: display }
h1: { size: 40, weight: 700, lineHeight: 1.1, tracking: '-0.018em', family: display }
h1-live: { size: 32, weight: 700, lineHeight: 1.15, tracking: '-0.012em', family: display }
h2: { size: 32, weight: 600, lineHeight: 1.2, tracking: '-0.012em', family: display }
h3: { size: 24, weight: 600, lineHeight: 1.25, tracking: '-0.005em', family: display }
h4: { size: 20, weight: 600, lineHeight: 1.3, tracking: '0', family: 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-strong: { size: 16, weight: 600, lineHeight: 1.55, tracking: '0', family: body }
body-sm: { size: 14, weight: 400, lineHeight: 1.5, tracking: '0', family: body }
button: { size: 14, weight: 600, lineHeight: 1.2, tracking: '0.04em', family: display, transform: uppercase }
label: { size: 13, weight: 500, lineHeight: 1.4, tracking: '0.02em', family: body }
caption: { size: 12, weight: 500, lineHeight: 1.4, tracking: '0.02em', family: body }
price: { size: 16, weight: 600, lineHeight: 1.4, tracking: '0', family: body, opentype: ['tnum'] }
radius:
micro: 2
sm: 4
md: 8
lg: 12
xl: 16
pill: 56 # every CTA — the universal Gymshark shape (very rounded)
circle: 9999 # icon buttons, swatch dots, avatars
spacing:
base: 4
scale: [0, 4, 8, 12, 16, 24, 32, 48, 64, 96]
layout:
page-width: 1280
prose-width: 720
header-height: 64
section-gap: 48
components:
button-primary:
bg: '#53565a'
color: '#ffffff'
radius: 56
padding: '14px 28px'
height: 48
font: button
use: 'The structural CTA — steel pill, white uppercase label. "Add to Bag", "Shop Now", "Continue".'
button-primary-hover:
bg: '#42454a'
use: 'Steel pill deepens on hover; no lift, no scale.'
button-light:
bg: '#ffffff'
color: '#000000'
border: '1px solid #000000'
radius: 56
padding: '14px 28px'
height: 48
use: 'Crisp white pill, black ink + 1px black outline. Low-emphasis / on-light alternate.'
button-on-image:
bg: '#ffffff'
color: '#000000'
radius: 56
padding: '12px 24px'
use: 'White pill anchored over campaign / category photography — "Shop", "Explore".'
button-icon-circular:
bg: '#f4f4f4'
color: '#000000'
radius: 9999
width: 44
height: 44
use: 'Wishlist heart, carousel paddle, search toggle, bag — circular chrome control.'
card:
bg: '#ffffff'
border: 'none'
radius: 0
padding: 0
use: 'Product tile — image full-bleed on soft grey, metadata stacked below at 8px gap.'
card-image:
bg: '#f4f4f4'
radius: 0
aspect: '3:4'
use: 'Portrait product photograph backdrop — soft grey studio stage.'
input:
bg: '#ffffff'
border: '1px solid #000000'
color: '#000000'
radius: 8
padding: '12px 14px'
use: 'Form field — black 1px outline on white, clean and high-contrast.'
input-focused:
bg: '#ffffff'
border: '2px solid #000000'
use: 'Focus thickens the outline to 2px black; no glow, no colour shift.'
badge:
bg: '#000000'
color: '#ffffff'
radius: 56
padding: '4px 12px'
font: caption
use: '"New", "Best Seller", "Restock" — black pill, white uppercase text, on product imagery.'
badge-sale:
bg: 'transparent'
color: '#d12b2b'
use: 'Inline price-row sale signalling — red text, no container.'
filter-chip:
bg: '#ffffff'
color: '#000000'
border: '1px solid #000000'
radius: 56
padding: '8px 16px'
use: 'PLP filter pill — black outline default, flips to filled black when active.'
filter-chip-active:
bg: '#000000'
color: '#ffffff'
radius: 56
use: 'Selected filter — fully inverted ink, no middle state.'
nav:
bg: '#ffffff'
color: '#000000'
height: 64
radius: 0
use: 'Shark-fin logo left, centered category nav, search + account + bag right. Active link 2px black underline.'
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
card-hover: 'image opacity 1 → 0.92 over 240ms; no lift, no scale'
cta-hover: 'steel pill #53565a → #42454a over 150ms'
reduced-motion: 'respects prefers-reduced-motion: reduce — opacity transitions degrade to instant; hover becomes a no-op.'
breakpoints:
mobile: 640
tablet: 1024
desktop: 1280
wide: 1536
shadows:
ambient: 'none — Gymshark chrome is flat; depth comes from photography'
hairline: '1px solid #e2e2e2' # divider rows, footer columns
modal: 'rgba(0,0,0,0.18) 0 12px 32px'
scrim: 'rgba(0,0,0,0.55)'
ring: '0 0 0 2px #000000'
accessibility:
contrast-text-on-bg: 21.0 # #000000 on #ffffff — AAA
contrast-on-steel: 7.38 # #ffffff on #53565a — AAA
contrast-muted-on-bg: 7.38 # #53565a on #ffffff — AAA
contrast-soft-on-bg: 5.12 # #6b6e72 on #ffffff — AA
contrast-sale-on-bg: 4.9 # #d12b2b on #ffffff — AA
focus-ring: '2px solid #000000 with 2px outline-offset on light surfaces; 2px solid #ffffff on ink / photographic surfaces'
reduced-motion-honored: true
touch-target-min: 44
keyboard-nav: 'Tab: logo → primary nav → search → account → wishlist → bag → main grid → filter rail → footer. Filter chips arrow-key navigable inside chip group.'
dark-mode: null # Light-only storefront. Campaign bands flip to ink (#000000) momentarily but the page proper resumes white. No system-driven dark variant.
---
## 1. Visual Theme & Atmosphere
Gymshark's storefront runs on one disciplined idea: **black and white carry the chrome, the photography carries the colour.** Every page is built on a pure white canvas (`#ffffff`) with true-black ink (`#000000`), and the only structural colour in the entire interface is a single steel grey (`#53565a`) reserved for the brand's most important pills. There is no decorative gradient, no soft drop-shadow nostalgia, no accent palette used for "tone" — the system saves every drop of chromatic energy for the product imagery and the athletes who wear it. The result reads like a gym-floor poster that learned how to sell: confident, high-contrast, no furniture between the image and the buy button.
The display voice is Montserrat Bold — a geometric sans cut for impact — set at the live 32px / 700 for section heads and scaling up to billboard sizes for campaign moments. Underneath it, Roboto handles every line of body copy at a calm 16px / 400, the classic display-over-utility pairing that signals "athletic" without shouting. The contrast between the two families is part of the brand's signature: Montserrat is the coach's voice; Roboto is the spec sheet. There is almost no middle ground — the jump from a bold 32px head to a quiet 16px body is intentional and creates the "headline above, detail below" rhythm across the product grid, the PDP, and the editorial bands.
The most physically distinctive element is the geometry: **every call-to-action is a fully-rounded 56px pill.** This is unusually round — far past the modest 8–12px corners of a typical SaaS button and rounder even than Nike's 30px CTA — and it gives the whole interface a soft, tactile, almost button-on-a-tracksuit feel. The system toggles between two pill treatments: a steel-grey pill (`#53565a`) with white text for structural actions ("Add to Bag", "Continue", region selectors), and a crisp white pill with black ink and a 1px black outline for the lower-emphasis alternate. There are no square buttons anywhere in the system — pill or circular-icon is the entire button vocabulary.
The atmosphere is athletic-direct, tuned for a Gen-Z UK fitness audience. A model mid-lift on a soft grey studio backdrop. A bold Montserrat headline. A row of portrait product tiles. A single steel pill that says "SHOP NOW". The community register — the "we train together" energy that built the brand on social — lives in the photography and the copy, not in the chrome. The chrome stays mathematical and monochrome so the people in the pictures own the page.
Where Nike reserves all colour for the photograph and keeps its CTA black, Gymshark does almost the same thing but swaps the structural pill to steel grey and rounds the corners harder — a softer, more approachable cousin of the same athletic-editorial discipline. The shark-fin logo is the only ornament the brand allows itself, and even that appears small, mono, and quiet at the top-left of the nav.
**Key Characteristics:**
- Pure monochrome base — `#ffffff` canvas, `#000000` ink, with a single steel grey (`#53565a`) as the only structural colour
- Montserrat Bold display (32px / 700 live) over Roboto body (16px / 400) — coach voice over spec sheet
- Every CTA is a fully-rounded **56px pill** — unusually round, the brand's most distinctive geometry
- Two-pill hierarchy: steel-grey pill (structural) versus white pill with black outline (alternate) — never both at once on the same surface
- Product photography on soft grey (`#f4f4f4`) studio backdrop carries 100% of the colour; chrome stays black/white
- No drop shadows — depth comes from photography and a single 1px hairline divider, never from CSS elevation
- Black pill badges ("New", "Best Seller") with white uppercase text sit on top of product imagery
- Shark-fin logo as the sole ornament — small, mono, quiet
- Community-athletic voice in copy and imagery; mechanical restraint everywhere else
## 2. Color Palette & Roles
### Primary
- **Canvas** (`#ffffff`) — paper-white default page floor; the white field behind every product grid, nav, and editorial band.
- **Ink** (`#000000`) — Gymshark's brand "colour" and the only ink the system commits to. Body text, headlines, product names, outlines, active filter chips, badge fills.
### Brand & Dark
- **Brand Black** (`#000000`) — the black/shark-fin aesthetic that defines Gymshark. Used for ink, badge pills, active filters, and campaign overlay bands. There is no separate brand hue — black *is* the brand.
- **Brand Hover** (`#1a1a1a`) — black surfaces lift very slightly on hover.
### Accent
- **Steel** (`#53565a`) [→ live CTA sample] — the system's single structural accent. The primary pill colour: steel-grey fill, white uppercase label. Also doubles as the muted-text colour. This is the only non-monochrome value used as chrome.
- **Steel Hover** (`#42454a`) — steel pill deepens on hover.
- **Steel Active** (`#383b3f`) — steel pill pressed.
### Interactive
- **Link** (`#000000`) — default link = ink + underline only.
- **Link Hover** (`#53565a`) — softens to steel on hover, never to a brand hue.
- **Selected** (`#000000`) — selected filter chip = inverted black fill, white text.
- **Disabled BG** (`#e2e2e2`)
- **Disabled Text** (`#9a9da1`)
### Neutral Scale
- **Ink** (`#000000`) — primary text, headlines, product names, prices, nav.
- **Steel** (`#53565a`) — product subtitles, footer links, secondary metadata (AAA on white at 7.38:1).
- **Text Soft** (`#6b6e72`) — lowest-emphasis utility text (AA on white at 5.12:1).
- **Disabled Text** (`#9a9da1`) — disabled labels only.
### Surface & Borders
- **Canvas** (`#ffffff`) — default page floor and card surface.
- **Surface Soft** (`#f4f4f4`) — product image stage, alt section band, icon-button fill.
- **Surface Warm** (`#fafafa`) — very subtle alt-row tint.
- **Border** (`#000000`) — crisp 1px black outline on white pills and inputs.
- **Border Soft** (`#e2e2e2`) — 1px hairline divider for filter rows and footer columns.
- **Border Muted** (`#cfcfcf`) — mid-grey divider on grey surfaces.
### Shadow Colors
- **None observed** for retail chrome — Gymshark does not use drop shadows on cards, buttons, or sections.
- **Modal** `rgba(0,0,0,0.18) 0 12px 32px` — the only real shadow, on overlays.
- **Scrim** `rgba(0,0,0,0.55)` — modal backdrop.
### Semantic
- **Sale / Danger** (`#d12b2b`) — discounted price colour and validation error. The only red in the system.
- **Sale Deep** (`#9e1f1f`) — pressed / hover sale state.
- **Success** (`#1f8a4c`) — in-stock indicator, eligibility tick.
- **Warning** (`#b46a00`) — low-stock / caution copy.
- **Info** (`#1457d6`) — informational badge / link accent. Rare.
## 3. Typography Rules
### Font Family
- **Display**: `Montserrat` (Bold 700, SemiBold 600, Medium 500) — the geometric sans that carries every headline, section title, and uppercase button label. Live h1 is Montserrat 32px / 700. Falls back to `system-ui` → `-apple-system` → `sans-serif`.
- **Body / UI**: `Roboto` (Regular 400, Medium 500, SemiBold 600) — the workhorse for body copy, product descriptions, prices, captions, and field labels. Live body is Roboto 16px / 400.
- **Mono**: `ui-monospace, SFMono-Regular, "SF Mono", Menlo` — code / tabular contexts only; effectively unused in the storefront.
- **Open-source note**: both Montserrat and Roboto are Google Fonts, so the live system is already fully open-source — no substitution needed. If trimming weight, **Montserrat 700** is the non-negotiable display weight and **Roboto 400** the body baseline.
OpenType features: `tnum` enabled on prices so columns align in the product grid and PDP price stacks.
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | Notes |
|------|------|------|--------|-------------|----------------|-------|
| display-hero | Montserrat | 80 | 700 | 1.0 | -0.03em | Campaign hero lockup burned over photography |
| display-lg | Montserrat | 56 | 700 | 1.05 | -0.02em | Large editorial headline / section opener |
| h1 | Montserrat | 40 | 700 | 1.1 | -0.018em | Page title (PDP, collection landing) |
| h1-live | Montserrat | 32 | 700 | 1.15 | -0.012em | **Live sampled h1** — primary section head on production |
| h2 | Montserrat | 32 | 600 | 1.2 | -0.012em | Subsection header |
| h3 | Montserrat | 24 | 600 | 1.25 | -0.005em | Card title, filter group header, PDP price |
| h4 | Montserrat | 20 | 600 | 1.3 | 0 | Minor heading, accordion label |
| body-lg | Roboto | 18 | 400 | 1.55 | 0 | Lead paragraph, hero subcopy |
| body | Roboto | 16 | 400 | 1.55 | 0 | **Live body** — default copy, product description |
| body-strong | Roboto | 16 | 600 | 1.55 | 0 | Product card name, nav link, emphasis |
| body-sm | Roboto | 14 | 400 | 1.5 | 0 | Secondary descriptions, fine copy |
| button | Montserrat | 14 | 600 | 1.2 | 0.04em | Uppercase pill CTA label — the brand's button voice |
| label | Roboto | 13 | 500 | 1.4 | 0.02em | Form field label, filter group label |
| caption | Roboto | 12 | 500 | 1.4 | 0.02em | Badge text, filter chip label, footer fine print |
| price | Roboto | 16 | 600 | 1.4 | 0 | Product price — tabular numerals (`tnum`) so columns align |
### Principles
The system runs on **two-family contrast**: Montserrat Bold for everything that announces, Roboto Regular for everything that informs. The split is strict — Montserrat never carries paragraph copy and Roboto never carries a headline.
- **Weight does the work in display.** Montserrat 700 (Bold) is the default for headlines and section heads; 600 (SemiBold) handles subsections and button labels; 500 (Medium) is reserved for the rare lighter display moment.
- **Body stays at 400.** Roboto Regular is the calm baseline; 600 (SemiBold) is the only emphasis weight in body contexts (product names, nav links).
- **Uppercase only on buttons.** Pill CTA labels are uppercase Montserrat 14/600 with `0.04em` tracking — the brand's most recognisable type treatment. Headlines stay mixed-case.
- **Negative tracking on large display.** Montserrat tightens to `-0.02em`/`-0.03em` at hero sizes so the geometric letters lock together; body tracking stays at 0.
- **Tabular numerals on prices.** `tnum` keeps the price column mathematically aligned across product cards.
- **No serif, no script, no decorative.** The system is purely geometric/grotesque sans — Montserrat + Roboto, no exceptions.
## 4. Component Stylings
### Buttons
**`button-primary`** — the structural CTA
- Background `#53565a` (steel), text `#ffffff`, type button (uppercase Montserrat 14/600), padding `14px 28px`, height 48px, radius **56px** (very pill). Used on every structural action: "Add to Bag", "Shop Now", "Continue", region/locale confirm.
- **Hover** lives in `button-primary-hover` — steel deepens to `#42454a` over 150ms. No lift, no scale.
- **Pressed** — steel deepens further to `#383b3f`; bg geometry unchanged.
**`button-light`** — low-emphasis alternate on light surfaces
- Background `#ffffff`, text `#000000`, 1px black outline `#000000`, type button, padding `14px 28px`, radius 56px. Used as the lower-emphasis option beside a steel primary ("Continue Shopping" next to "Checkout"; "Cancel" on dialogs).
**`button-on-image`** — overlay CTA on photography
- Background `#ffffff`, text `#000000`, type button, padding `12px 24px`, radius 56px. The crisp white pill anchored over full-bleed campaign and category photography ("SHOP", "EXPLORE").
**`button-icon-circular`** — chrome icon controls
- Background `#f4f4f4` or transparent, icon `#000000`, radius 9999, size 44px. Used for wishlist heart, carousel paddle, search toggle, bag, account.
### Cards & Containers
**`card`** (product card) — the brand's signature catalog unit
- Container: bg `#ffffff`, radius 0, padding 0, no shadow.
- Image area: full-bleed product photo on `#f4f4f4` soft-grey studio backdrop, portrait 3:4 crop.
- Below image (in this order with 8px between): badge if applicable (black pill, top-left over image), product name body-strong ink, category / fit subtitle caption steel, price row.
- Price row: regular price in `price` ink. If on sale: discounted price `#d12b2b`, then strike-through original in steel, then "% off" in `#d12b2b`.
**`card-image`** — the studio stage
- bg `#f4f4f4`, radius 0, aspect 3:4. Every product photograph sits on this soft grey so the garment is the only thing with form on the page.
**`campaign-tile`** — editorial unit
- Full-bleed photography with a Montserrat Bold headline (display-lg / display-hero) overlaid. Headline colour is whichever of `#ffffff` or `#000000` reads against the underlying image. A single `button-on-image` white pill anchored bottom-left carries the CTA.
### Badges, Tags, Pills
**`badge`** — product flag
- bg `#000000`, text `#ffffff`, type caption uppercase, radius 56, padding `4px 12px`. Sits on top of product imagery (top-left of card) with copy like "NEW", "BEST SELLER", "RESTOCK", "BACK IN STOCK".
**`badge-sale`** — inline price-row text in `#d12b2b` with no container — the only "badge" in the system with no surface.
**`filter-chip` + `filter-chip-active`**
- Default: bg `#ffffff`, text `#000000`, 1px black outline `#000000`, type button, radius 56, padding `8px 16px`.
- Active: bg `#000000`, text `#ffffff` — fully inverted. No middle state.
**`swatch-dot`** — colorway picker, 16px circle, radius 9999, filled with the colorway's actual product colour. 1px `#cfcfcf` ring on white/light colorways so they stay visible. Active state: 2px black outer ring with a white interior gap.
### Inputs & Forms
**`input` + `input-focused`**
- Default: bg `#ffffff`, text `#000000`, 1px black outline `#000000`, type body, radius 8, padding `12px 14px`.
- Focused: outline thickens to 2px black `#000000`. No glow, no colour shift — high-contrast clarity over decoration.
- Labels sit above the field in `label` (Roboto 13/500). Error state swaps the outline to `#d12b2b` with a red helper line below.
### Navigation
**`nav`** (primary) — bg `#ffffff`, text `#000000`, height 64px. Layout: shark-fin logo at left (mono, ~28px), centered category nav row ("Women · Men · Accessories · Collections · Sale"), right cluster (search toggle, account icon, wishlist heart, bag). Active section gets a 2px-bottom underline in `#000000` — no background fill.
**Utility row** (above nav, optional) — thin announcement strip on `#000000` with centered white caption copy ("Free shipping over £55") — the brand's only inverted chrome band.
**Mobile nav** — hamburger menu left, shark-fin logo center, search + bag icons right. Category nav collapses into a full-height drawer that slides in from the left. Search expands to a full-width overlay pill.
### Signature Components
**`filter-rail`** — PLP left rail, ~240px. Section headers in body-strong ink with 1px `#e2e2e2` hairline dividers between groups. Active filters get filled black chips; counts in parentheses use steel.
**`footer`** — bg `#000000`, text `#ffffff` (the brand's one inverted full band). Multi-column link list with column headers in body-strong white and link rows in caption with steel-on-black sublabels; below the columns, a fine-print row with caption copyright, locale switcher, and legal links. The shark-fin logo and social icons sit at the top-left.
## 5. Layout Principles
### Spacing System
- **Base unit**: 4px
- **Tokens**: 0 / 4 / 8 / 12 / 16 / 24 / 32 / 48 / 64 / 96
- **Universal rhythm**: major content blocks stack at `48px` vertical gap (hero → trending row → featured collection → editorial band → footer). PLP card grids use 16px gutters. Card metadata stacks at 8px between name, subtitle, and price.
- **Card internal padding**: product cards use 0px internal padding — the image is full-bleed and metadata sits directly below.
### Grid & Container
- **Max width**: ~1280px content area with edge gutters that grow on very wide viewports rather than stretching the grid.
- **Column patterns**: PLP listing uses 4-up at desktop, collapsing to 3-up at 1024px, 2-up at 640px, and a peek-scroll on the narrowest mobile. The home page mixes a full-bleed campaign hero, a 3- or 4-up "Trending" row, a horizontal-scroll category rail, and a 4-up product grid.
- **Filter rail**: ~240px fixed-width left rail on PLP at desktop, collapsing into a "Filter" toggle / off-canvas drawer at narrow widths.
### Whitespace Philosophy
Whitespace separates rather than decorates. Sections butt against each other vertically with a 48px rhythm, and product photos tile edge-to-edge inside their grid with no padding wrapped around the image. The "air" comes from the soft grey studio backdrop of the photograph, not from layout margin. Headlines sit immediately under the section line with no decorative gap above.
### Section Cadence
Campaign band → product grid → category rail → editorial band → product grid → black footer. Light dominates throughout; the only inversions are the thin black announcement strip at the very top and the black footer at the bottom. Density and photography do the work colour does for other brands.
## 6. Shapes & Radius Scale
| Tier | Value | Use |
|------|-------|-----|
| Micro | 2px | Inset hairline corners, dense table corners |
| SM | 4px | Tight inner corners, small chips |
| MD | 8px | Inputs, form fields, small containers |
| LG | 12px | Cards-with-chrome, modal panels |
| XL | 16px | Large surface panels, image overlays |
| Pill | 56px | **Every CTA** — primary, light, on-image, filter chip, badge. The universal Gymshark shape |
| Circle | 9999px | Icon buttons, swatch dots, avatars |
The defining number is **56px**. Where most systems land CTAs at 8–12px and even Nike at 30px, Gymshark commits to a very rounded 56px pill across the entire button vocabulary. Containers stay sharp (0–16px); only buttons, chips, and badges round all the way. There are no compound radii — a surface is either rectangular (cards, sections, imagery) or fully pilled (CTAs, badges, chips) or circular (icon buttons, dots).
### Photography Geometry
- **Product cards**: portrait 3:4 crop, full-bleed within the card with no padding, sitting on `#f4f4f4`.
- **Campaign hero**: ~16:9 cinematic crop, full-bleed across the content max-width, Montserrat display headline overlaid lower-left.
- **Category rail**: 3:4 portrait full-bleed thumbnails with a white pill CTA anchored bottom-left.
- **PDP main image**: large portrait primary image with a thumbnail rail (stacked or horizontal) for rapid colour/angle browsing.
## 7. Depth & Elevation
| Level | Treatment | Use |
|-------|-----------|-----|
| 0 — Flat | No shadow, no border | Default for cards, buttons, sections — the dominant treatment |
| 1 — Hairline divider | 1px solid `#e2e2e2` | Filter row separators, footer columns, PDP disclosure rows |
| 2 — Outline | 1px solid `#000000` | White pills, inputs, default filter chips |
| 3 — Modal | `rgba(0,0,0,0.18) 0 12px 32px` | Bag drawer, dialog, mini-cart overlay |
| 4 — Scrim | `rgba(0,0,0,0.55)` | Modal backdrop |
### Shadow Philosophy
The system has **no drop-shadow elevation in its retail chrome**. Cards do not lift on the page. The only depth cues are the 1px black outline on white pills/inputs, the 1px grey hairline on dividers, and the contrast between full-bleed photography and the `#f4f4f4` studio backdrop. Depth comes from photography, not from CSS effects:
- **Campaign tiles** create depth via cinematic perspective — an athlete mid-movement — with the Montserrat headline overlaid in white or ink directly on the image.
- **Product photography** is shot on flat `#f4f4f4` to remove background depth, so the garment is the only thing with form on the page.
- **Modals** are the single exception — a soft `rgba(0,0,0,0.18)` shadow lifts the bag drawer and dialogs above the scrim.
The deliberate absence of card shadow is what keeps the system feeling athletic and direct rather than skeuomorphic.
## 8. Interaction & Motion
### Easing
- **Standard**: `cubic-bezier(0.4, 0, 0.2, 1)` — default for hover, focus, colour transitions
- **Emphasized**: `cubic-bezier(0.2, 0, 0, 1)` — modal entry, drawer slide, mega-menu reveal
### Durations
| Bucket | Value | Use |
|--------|-------|-----|
| Fast | 150ms | CTA hover colour, focus ring, link hover |
| Standard | 240ms | Image opacity hover, card state changes, modal enter |
| Slow | 320ms | Hero carousel slide, drawer slide-in |
### Per-Component Recipes
- **Primary CTA hover**: steel pill `#53565a` → `#42454a` over 150ms. No lift, no scale — the colour shift is the whole feedback.
- **Light CTA hover**: white pill inverts to black fill / white text over 150ms (or the outline thickens, depending on context).
- **Product card hover**: image opacity 1 → 0.92 over 240ms; no lift, no shadow. A second product angle may cross-fade in on hover.
- **Filter chip toggle**: bg flip from `#ffffff` to `#000000` with `color: white` over 150ms — instant feel.
- **Input focus**: outline thickens from 1px to 2px black over 150ms.
- **Modal / bag drawer**: scrim fades in over 240ms, drawer translates from `translateX(100%)` to `0` over 320ms emphasized.
### Page Transitions
Page-to-page navigation fires a hard navigation — no transition. The brand prioritises perceived speed and the "next-page-feels-like-next-rack" catalog cadence.
### Reduced Motion
Respects `prefers-reduced-motion: reduce`. Image opacity hover and cross-fade suppress (only colour change remains). Drawer slide degrades to opacity-only. Carousel autoplay halts. All hover state becomes instant.
## 9. Accessibility & A11y
### Contrast Pairs
| Pair | Ratio | Level |
|------|-------|-------|
| #000000 ink on #ffffff canvas | 21.0 | AAA |
| #ffffff on #000000 (badge / footer) | 21.0 | AAA |
| #ffffff on #53565a steel pill | 7.38 | AAA |
| #53565a steel on #ffffff (muted text) | 7.38 | AAA |
| #6b6e72 soft on #ffffff | 5.12 | AA |
| #d12b2b sale on #ffffff | 4.9 | AA |
| #1f8a4c success on #ffffff | 4.0 | AA (large) / use at ≥14px bold |
| #000000 on #f4f4f4 (text on studio grey) | 19.3 | AAA |
The black/white brand pair sits at the maximum 21:1 across the entire chrome. The steel pill clears AAA for white text at 7.38:1, and the muted-text use of steel on white also clears AAA — a rare win for a grey that doubles as both pill and secondary text. The few off-system colours (sale red, success green) hold AA at body sizes.
### Focus Indicators
Focus ring is **2px solid `#000000`** with 2px outline-offset on light surfaces. On ink / photographic surfaces (campaign tiles, footer), focus flips to **2px solid `#ffffff`**. Buttons, inputs, links, filter chips, and swatch dots all gain the ring on `:focus-visible`.
### ARIA Patterns
- **Search toggle**: `role="search"`; input has `aria-label="Search products"`.
- **Filter chip**: `aria-pressed` to communicate selection state.
- **Product card**: entire tile wrapped in `<a>` with verbose `aria-label` — "Vital Seamless 2.0 Leggings, Women's, £45".
- **Swatch dot**: `aria-label="Black colorway, 1 of 5"` — names the colour and position.
- **Wishlist heart**: `aria-pressed` with label "Add to wishlist" / "Remove from wishlist".
- **Bag drawer**: `role="dialog"` with `aria-modal="true"` and focus trap; Esc closes.
- **Accordion rows**: `aria-expanded` + `aria-controls` for PDP product-detail disclosures.
### Keyboard Navigation
Tab order: announcement strip → logo → primary nav (left to right) → search → account → wishlist → bag → main grid (top to bottom, left to right) → filter rail (when expanded) → footer.
- **Inside filter chip group**: arrow keys navigate, Space toggles, Enter applies.
- **Inside PDP gallery**: arrow keys advance thumbnails.
- **Inside bag drawer / modal**: focus trapped; Esc closes.
### Screen Reader Hints
Verbose `aria-label` on icon-only buttons (heart, paddle, search, bag). Sale prices include `aria-label="Sale price £30, was £45, save 33%"` so the discount narrative reads. The bag-count badge uses `aria-live="polite"` so item additions announce.
### Reduced Motion
All transitions degrade gracefully. Image hover and cross-fade suppress. Drawer slide → opacity-only. Carousel autoplay halts. Hover state becomes instant.
## 10. Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|------|-------|-------------|
| wide | 1536px+ | Content max-width holds ~1280px; outer gutters grow rather than stretching the grid |
| desktop | 1280px | Default desktop — 4-up product grid, full primary nav, 240px filter rail |
| tablet-large | 1024–1279px | 4-up grid persists or eases to 3-up; filter rail starts compressing |
| tablet | 768–1023px | 3-up grid; primary nav center cluster begins collapsing; "Filter" becomes a toggle |
| mobile-large | 640–767px | Nav collapses to hamburger drawer; search becomes a full-width overlay; grid → 2-up |
| mobile | <640px | 2-up grid; campaign tiles full-screen width; Montserrat headline scales down; filter off-canvas |
### Touch Targets
All interactive elements meet WCAG AA (44×44px minimum). Pills sit at 48px height with 28px horizontal padding. Icon-circular buttons sit at 44px. Filter-chip pills are ~40px height with hit-target padding extending the tappable area to 44px+.
### Collapsing Strategy
- **Primary nav**: desktop center cluster → mobile hamburger drawer that slides from the left.
- **PLP grid**: 4-up → 3-up → 2-up at 1024, 768, 640; gutters tighten from 16px toward 8px on mobile.
- **Filter rail**: 240px fixed → "Filter" toggle → off-canvas full-screen drawer at mobile.
- **Category rail**: desktop horizontal scroll with ~4–5 visible → mobile horizontal scroll with ~1.5 visible (peek-next-card pattern).
- **Section spacing**: 48px desktop → 32px tablet → 24px mobile to keep the catalog rhythm tight.
- **Campaign headline**: Montserrat scales down at each breakpoint; weight stays 700, tracking stays tight.
### Image Behavior
- Product imagery holds a consistent portrait 3:4 ratio across all breakpoints — the image scales, the ratio doesn't.
- Campaign tiles use art-direction crops: a 16:9 wide hero on desktop swaps to a 4:5 portrait on mobile so the athlete stays centered and the headline keeps burn-in space.
- Non-critical product imagery is lazy-loaded as the user scrolls into the next grid row.
### Container Queries
Used in the PLP filter rail — when the rail narrows below ~180px, multi-column filter groups collapse to single column with chevron disclosure.
## 11. Content & Voice
### Tone
Direct, athletic, community-driven. Gymshark's voice is the training partner who hypes you up without theatre — confident and inclusive, built for a Gen-Z UK audience that found the brand through social and the gym floor. Headlines lead with energy and identity ("We Do Gym", "Built to Move", "Lift the World"); body copy carries the spec ("seamless knit, squat-proof, four-way stretch").
The brand consistently positions itself as **the community's kit, not a luxury label** — every microcopy moment is more motivating than corporate. There is energy, but it never tips into gimmick; the chrome stays clean so the copy and people carry the warmth.
### Microcopy Patterns
- **Button verbs**: "ADD TO BAG", "SHOP NOW", "SHOP", "CONTINUE", "EXPLORE". Uppercase, short, outcome-named.
- **Error message recipe**: factual + remedial — "That size is sold out. Try another size or get a restock alert."
- **Success confirmations**: "Added to bag" — instant, no ceremony.
- **Field labels**: short and direct — "Email", "Postcode", "Card number", "Size".
- **Stock urgency**: "Almost gone" / "Low stock" — calm, no countdown pressure.
- **Restock**: "Out of stock — Notify me" — names state and action in one line.
### Empty States
- **Empty bag**: "Your bag is empty. Find your next fit." — points back to shopping.
- **Empty wishlist**: "Save your favourites here. Tap the heart on any item to start." — instructive.
- **Empty search results**: "Nothing found for [query]. Try different keywords or shop Women's, Men's, Accessories." — names cause + alternatives.
### CTA Verb Conventions
- **Primary (steel pill)**: "ADD TO BAG", "SHOP NOW", "CONTINUE", "CHECKOUT", "JOIN"
- **Light alternate**: "CONTINUE SHOPPING", "CANCEL", "BACK"
- **On-image**: "SHOP", "EXPLORE", "DISCOVER"
- **Tertiary text**: "View product details", "See all", "Size guide"
The verb library is deliberately small and athletic-imperative. Gymshark avoids SaaS qualifiers like "Get started free" or "Try it now" — the verbs name the gym-floor action.
## 12. Dark Mode & Theming
**Light-only across the storefront.** Gymshark's commerce surface ships only in the light theme on a pure white canvas. The thin announcement strip at the very top and the footer flip to ink (`#000000`) for contrast, and campaign bands may render dark for editorial moments, but these are content moments, not a theme — the page proper resumes white below them. There is no `prefers-color-scheme: dark` query and no `data-theme="dark"` token swap on the web store.
If implementing a Gymshark-flavoured dark variant for a derived system: swap canvas to `#000000`, studio grey to `#1a1a1a`, ink/text to `#ffffff`, muted text to `#9a9da1`, hairline to `#2a2a2a` — keep the 56px pill geometry and Montserrat/Roboto pairing unchanged, and consider lightening the structural pill to a brighter steel so it reads against the dark canvas.
## 13. Lineage & Influences
Gymshark's visual lineage is a fusion of athletic-editorial commerce and the social-native, community-first energy that built the brand from a bedroom screen-printing operation into a global fitness label. The chrome borrows the **monochrome athletic discipline** of the big sportswear houses — full-bleed photography, neutral studio backdrops, no decorative furniture between image and CTA — but rounds the corners harder and swaps the structural pill to a softer steel grey, giving the interface a warmer, more approachable feel than the harder black-on-white of its larger rivals. The strict Montserrat-over-Roboto pairing is straight out of the Google Fonts modern-commerce playbook: a geometric bold display family for impact and a humanist grotesque for legible body copy.
What it inherits and rejects: from Swiss/grotesque typography it takes the grid, the absence of ornament, and the discipline of letting weight (not colour) carry hierarchy. From sports-magazine editorial it takes the burn-in headline and the athlete-led full-bleed shot. From its larger sportswear contemporaries it inherits the photography-on-neutral-grey studio metaphor and the pill-CTA vocabulary — then it personalises the system with the unusually round 56px pill, the steel structural accent, and the shark-fin logo as the sole mark. What it rejects is drop-shadow skeuomorphism, gradient washes, multi-hue accent palettes, and SaaS qualifier copy — the page stays monochrome and direct so the community and the product own the colour.
**Influences:**
- Montserrat (Google Fonts) — https://fonts.google.com/specimen/Montserrat — the geometric bold display family that carries every Gymshark headline and button
- Roboto (Google Fonts) — https://fonts.google.com/specimen/Roboto — the humanist grotesque body workhorse for all copy and prices
- Nike — https://www.nike.com — the athletic-editorial commerce template: photography on neutral grey, pill CTAs, monochrome chrome
- Shopify — https://www.shopify.com — the commerce platform whose product-grid / PDP / cart-drawer conventions shape the storefront structure
- Apple Store — https://www.apple.com — product photography on flat neutral grey as the "studio" metaphor
## 14. Do's and Don'ts
### Do
- Keep the base pure monochrome — `#ffffff` canvas, `#000000` ink — and let product photography carry all the colour.
- Use the steel pill (`#53565a`, white uppercase label) as the single structural CTA per viewport; pair it at most with a white outline pill for the soft alternate.
- Round every CTA to the full **56px pill**. Never introduce a square or 8px button into the action vocabulary.
- Set headlines in Montserrat Bold (700) and body in Roboto Regular (400) — never cross the two families.
- Uppercase button labels in Montserrat 14/600 with `0.04em` tracking — the brand's signature button voice.
- Stage every product photograph on `#f4f4f4` soft grey — the system's "studio."
- Use sale red (`#d12b2b`) only on price rows — never on backgrounds, badges, or chrome.
- Stack content sections at 48px rhythm with no decorative dividers; the photography's bleed-edge is the divider.
- Anchor on-image CTAs with white pills at bottom-left — the universal "shop this image" position.
- Use `tnum` on every price so columns align across the product grid.
- Set focus rings to 2px black on light, 2px white on dark/photographic surfaces.
- Keep the shark-fin logo small, mono, and quiet at the top-left of the nav — it is the only ornament.
### Don't
- Don't introduce drop shadows or card elevation. Cards sit flat; depth comes from photography and the modal-only soft shadow.
- Don't add a second accent colour. Steel (`#53565a`) is the entire structural palette beyond black and white.
- Don't replace black (`#000000`) ink with a near-black grey for headlines or text — the brand commits to true black.
- Don't pad inside product cards. The image is full-bleed; metadata sits directly below with 8px between rows.
- Don't soften the CTA radius below 56px — the very-round pill is the brand's most recognisable geometry.
- Don't set body copy in Montserrat or headlines in Roboto — the two-family split is strict.
- Don't introduce a third button shape. Pill or icon-circular is the entire button vocabulary.
- Don't use serif, script, or display-rounded fonts. The system is Montserrat + Roboto, no exceptions.
- Don't add accent gradients or atmospheric blur. The chrome is solid colour-block throughout.
- Don't lowercase or mixed-case the button labels — pill CTAs are always uppercase.
- Don't let body copy fall below 14px (body-sm); the smallest UI text is 12px (caption) for badges and chips.
- Don't put two structural steel pills in the same fold — neutralise one to the white outline pill.
## 15. Agent Prompt Guide
### Quick Color Reference
- Canvas: `#ffffff`
- Ink (text + brand black): `#000000`
- Steel (structural pill + muted text): `#53565a`
- Steel hover: `#42454a`
- Studio grey (product image stage): `#f4f4f4`
- Hairline divider: `#e2e2e2`
- Text soft (low-emphasis): `#6b6e72`
- Sale red: `#d12b2b`
- Success: `#1f8a4c`
- Focus ring (light): `#000000`
- Focus ring (dark/photo): `#ffffff`
### Example Component Prompts
1. "Create a Gymshark campaign hero — full-bleed athletic photograph (16:9, an athlete mid-movement on a soft grey studio backdrop) with a bold Montserrat headline (700, ~56px, tight -0.02em tracking) overlaid lower-left in white. Anchor a single white pill (radius 56, padding 12×24, uppercase Montserrat 14/600 ink, label 'SHOP') at the bottom-left. No shadow, no border, no gradient overlay."
2. "Design a Gymshark product card — portrait 3:4 product photograph on a `#f4f4f4` soft-grey backdrop, zero radius, zero padding around the image. Optional black pill badge ('NEW', uppercase caption, radius 56) top-left over the image. Below: an 8px stack of swatch dots (16px circles), product name in Roboto 16/600 ink, fit subtitle in Roboto 12/500 steel (`#53565a`), price in Roboto 16/600 ink with `tnum`. If on sale, render discounted price in `#d12b2b`, then strike-through original in steel, then '% off' in `#d12b2b`."
3. "Build a Gymshark primary CTA — radius 56 pill (very rounded), bg steel `#53565a`, text `#ffffff` uppercase Montserrat 14/600 with 0.04em tracking, padding 14×28, height 48. Hover: bg deepens to `#42454a` over 150ms. No lift, no scale."
4. "Create a Gymshark white alternate CTA — radius 56 pill, bg `#ffffff`, 1px black outline `#000000`, text `#000000` uppercase Montserrat 14/600, padding 14×28. Used beside the steel primary as the soft option ('CONTINUE SHOPPING')."
5. "Design a Gymshark PLP filter row — 1px hairline `#e2e2e2` between groups. Each group: section header in Roboto 16/600 ink, filter chip group below. Filter chips at radius 56, default bg `#ffffff` with 1px black outline, active bg `#000000` text white. Counts in parentheses use steel `#53565a`."
6. "Build the Gymshark masthead — a thin black announcement strip (`#000000`, centered white caption 'Free shipping over £55') above a 64px white primary nav: shark-fin logo left (mono, ~28px), centered category nav 'Women · Men · Accessories · Collections · Sale' in Roboto 16/600 ink, right cluster (search + account + wishlist heart + bag icons). Active nav link gets a 2px black underline."
### Iteration Guide
1. Focus on ONE component at a time. Pull its tokens from the frontmatter and verify every property resolves to a concrete value.
2. Reference component names and tokens directly (`button-primary` steel `#53565a`, radius 56, studio grey `#f4f4f4`) — do not paraphrase color names or radii in prose.
3. Default body to Roboto 16/400; reach for Roboto 16/600 for product names and nav links; reserve Montserrat Bold strictly for headlines and uppercase button labels.
4. Keep the structural steel pill scarce per viewport — if more than one solid steel pill appears in the same fold, neutralise one to the white outline pill.
5. Hold the 56px pill radius constant across every CTA, chip, and badge — it is the brand's most distinctive geometry; do not soften it toward a generic 8–12px button.
6. Add new variants as separate component entries (`-hover`, `-active`, `-focused`) — do not bury them inside prose.
7. Run a contrast check on every text/bg pair — black/white sits at AAA (21:1), white-on-steel at AAA (7.38:1); keep off-system colours (sale red) at AA on body text.
8. Test every interactive surface at 640px / 768px / 1024px / 1280px. Gymshark's responsive cadence (4-up → 3-up → 2-up; nav → hamburger drawer; filter rail → off-canvas) is part of the system's identity.
1. Visual Theme & Atmosphere
Gymshark’s storefront runs on one disciplined idea: black and white carry the chrome, the photography carries the colour. Every page is built on a pure white canvas (#ffffff) with true-black ink (#000000), and the only structural colour in the entire interface is a single steel grey (#53565a) reserved for the brand’s most important pills. There is no decorative gradient, no soft drop-shadow nostalgia, no accent palette used for “tone” — the system saves every drop of chromatic energy for the product imagery and the athletes who wear it. The result reads like a gym-floor poster that learned how to sell: confident, high-contrast, no furniture between the image and the buy button.
The display voice is Montserrat Bold — a geometric sans cut for impact — set at the live 32px / 700 for section heads and scaling up to billboard sizes for campaign moments. Underneath it, Roboto handles every line of body copy at a calm 16px / 400, the classic display-over-utility pairing that signals “athletic” without shouting. The contrast between the two families is part of the brand’s signature: Montserrat is the coach’s voice; Roboto is the spec sheet. There is almost no middle ground — the jump from a bold 32px head to a quiet 16px body is intentional and creates the “headline above, detail below” rhythm across the product grid, the PDP, and the editorial bands.
The most physically distinctive element is the geometry: every call-to-action is a fully-rounded 56px pill. This is unusually round — far past the modest 8–12px corners of a typical SaaS button and rounder even than Nike’s 30px CTA — and it gives the whole interface a soft, tactile, almost button-on-a-tracksuit feel. The system toggles between two pill treatments: a steel-grey pill (#53565a) with white text for structural actions (“Add to Bag”, “Continue”, region selectors), and a crisp white pill with black ink and a 1px black outline for the lower-emphasis alternate. There are no square buttons anywhere in the system — pill or circular-icon is the entire button vocabulary.
The atmosphere is athletic-direct, tuned for a Gen-Z UK fitness audience. A model mid-lift on a soft grey studio backdrop. A bold Montserrat headline. A row of portrait product tiles. A single steel pill that says “SHOP NOW”. The community register — the “we train together” energy that built the brand on social — lives in the photography and the copy, not in the chrome. The chrome stays mathematical and monochrome so the people in the pictures own the page.
Where Nike reserves all colour for the photograph and keeps its CTA black, Gymshark does almost the same thing but swaps the structural pill to steel grey and rounds the corners harder — a softer, more approachable cousin of the same athletic-editorial discipline. The shark-fin logo is the only ornament the brand allows itself, and even that appears small, mono, and quiet at the top-left of the nav.
Key Characteristics:
- Pure monochrome base —
#ffffffcanvas,#000000ink, with a single steel grey (#53565a) as the only structural colour - Montserrat Bold display (32px / 700 live) over Roboto body (16px / 400) — coach voice over spec sheet
- Every CTA is a fully-rounded 56px pill — unusually round, the brand’s most distinctive geometry
- Two-pill hierarchy: steel-grey pill (structural) versus white pill with black outline (alternate) — never both at once on the same surface
- Product photography on soft grey (
#f4f4f4) studio backdrop carries 100% of the colour; chrome stays black/white - No drop shadows — depth comes from photography and a single 1px hairline divider, never from CSS elevation
- Black pill badges (“New”, “Best Seller”) with white uppercase text sit on top of product imagery
- Shark-fin logo as the sole ornament — small, mono, quiet
- Community-athletic voice in copy and imagery; mechanical restraint everywhere else
2. Color Palette & Roles
Primary
- Canvas (
#ffffff) — paper-white default page floor; the white field behind every product grid, nav, and editorial band. - Ink (
#000000) — Gymshark’s brand “colour” and the only ink the system commits to. Body text, headlines, product names, outlines, active filter chips, badge fills.
Brand & Dark
- Brand Black (
#000000) — the black/shark-fin aesthetic that defines Gymshark. Used for ink, badge pills, active filters, and campaign overlay bands. There is no separate brand hue — black is the brand. - Brand Hover (
#1a1a1a) — black surfaces lift very slightly on hover.
Accent
- Steel (
#53565a) [→ live CTA sample] — the system’s single structural accent. The primary pill colour: steel-grey fill, white uppercase label. Also doubles as the muted-text colour. This is the only non-monochrome value used as chrome. - Steel Hover (
#42454a) — steel pill deepens on hover. - Steel Active (
#383b3f) — steel pill pressed.
Interactive
- Link (
#000000) — default link = ink + underline only. - Link Hover (
#53565a) — softens to steel on hover, never to a brand hue. - Selected (
#000000) — selected filter chip = inverted black fill, white text. - Disabled BG (
#e2e2e2) - Disabled Text (
#9a9da1)
Neutral Scale
- Ink (
#000000) — primary text, headlines, product names, prices, nav. - Steel (
#53565a) — product subtitles, footer links, secondary metadata (AAA on white at 7.38:1). - Text Soft (
#6b6e72) — lowest-emphasis utility text (AA on white at 5.12:1). - Disabled Text (
#9a9da1) — disabled labels only.
Surface & Borders
- Canvas (
#ffffff) — default page floor and card surface. - Surface Soft (
#f4f4f4) — product image stage, alt section band, icon-button fill. - Surface Warm (
#fafafa) — very subtle alt-row tint. - Border (
#000000) — crisp 1px black outline on white pills and inputs. - Border Soft (
#e2e2e2) — 1px hairline divider for filter rows and footer columns. - Border Muted (
#cfcfcf) — mid-grey divider on grey surfaces.
Shadow Colors
- None observed for retail chrome — Gymshark does not use drop shadows on cards, buttons, or sections.
- Modal
rgba(0,0,0,0.18) 0 12px 32px— the only real shadow, on overlays. - Scrim
rgba(0,0,0,0.55)— modal backdrop.
Semantic
- Sale / Danger (
#d12b2b) — discounted price colour and validation error. The only red in the system. - Sale Deep (
#9e1f1f) — pressed / hover sale state. - Success (
#1f8a4c) — in-stock indicator, eligibility tick. - Warning (
#b46a00) — low-stock / caution copy. - Info (
#1457d6) — informational badge / link accent. Rare.
3. Typography Rules
Font Family
- Display:
Montserrat(Bold 700, SemiBold 600, Medium 500) — the geometric sans that carries every headline, section title, and uppercase button label. Live h1 is Montserrat 32px / 700. Falls back tosystem-ui→-apple-system→sans-serif. - Body / UI:
Roboto(Regular 400, Medium 500, SemiBold 600) — the workhorse for body copy, product descriptions, prices, captions, and field labels. Live body is Roboto 16px / 400. - Mono:
ui-monospace, SFMono-Regular, "SF Mono", Menlo— code / tabular contexts only; effectively unused in the storefront. - Open-source note: both Montserrat and Roboto are Google Fonts, so the live system is already fully open-source — no substitution needed. If trimming weight, Montserrat 700 is the non-negotiable display weight and Roboto 400 the body baseline.
OpenType features: tnum enabled on prices so columns align in the product grid and PDP price stacks.
Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | Notes |
|---|---|---|---|---|---|---|
| display-hero | Montserrat | 80 | 700 | 1.0 | -0.03em | Campaign hero lockup burned over photography |
| display-lg | Montserrat | 56 | 700 | 1.05 | -0.02em | Large editorial headline / section opener |
| h1 | Montserrat | 40 | 700 | 1.1 | -0.018em | Page title (PDP, collection landing) |
| h1-live | Montserrat | 32 | 700 | 1.15 | -0.012em | Live sampled h1 — primary section head on production |
| h2 | Montserrat | 32 | 600 | 1.2 | -0.012em | Subsection header |
| h3 | Montserrat | 24 | 600 | 1.25 | -0.005em | Card title, filter group header, PDP price |
| h4 | Montserrat | 20 | 600 | 1.3 | 0 | Minor heading, accordion label |
| body-lg | Roboto | 18 | 400 | 1.55 | 0 | Lead paragraph, hero subcopy |
| body | Roboto | 16 | 400 | 1.55 | 0 | Live body — default copy, product description |
| body-strong | Roboto | 16 | 600 | 1.55 | 0 | Product card name, nav link, emphasis |
| body-sm | Roboto | 14 | 400 | 1.5 | 0 | Secondary descriptions, fine copy |
| button | Montserrat | 14 | 600 | 1.2 | 0.04em | Uppercase pill CTA label — the brand’s button voice |
| label | Roboto | 13 | 500 | 1.4 | 0.02em | Form field label, filter group label |
| caption | Roboto | 12 | 500 | 1.4 | 0.02em | Badge text, filter chip label, footer fine print |
| price | Roboto | 16 | 600 | 1.4 | 0 | Product price — tabular numerals (tnum) so columns align |
Principles
The system runs on two-family contrast: Montserrat Bold for everything that announces, Roboto Regular for everything that informs. The split is strict — Montserrat never carries paragraph copy and Roboto never carries a headline.
- Weight does the work in display. Montserrat 700 (Bold) is the default for headlines and section heads; 600 (SemiBold) handles subsections and button labels; 500 (Medium) is reserved for the rare lighter display moment.
- Body stays at 400. Roboto Regular is the calm baseline; 600 (SemiBold) is the only emphasis weight in body contexts (product names, nav links).
- Uppercase only on buttons. Pill CTA labels are uppercase Montserrat 14/600 with
0.04emtracking — the brand’s most recognisable type treatment. Headlines stay mixed-case. - Negative tracking on large display. Montserrat tightens to
-0.02em/-0.03emat hero sizes so the geometric letters lock together; body tracking stays at 0. - Tabular numerals on prices.
tnumkeeps the price column mathematically aligned across product cards. - No serif, no script, no decorative. The system is purely geometric/grotesque sans — Montserrat + Roboto, no exceptions.
4. Component Stylings
Buttons
button-primary — the structural CTA
- Background
#53565a(steel), text#ffffff, type button (uppercase Montserrat 14/600), padding14px 28px, height 48px, radius 56px (very pill). Used on every structural action: “Add to Bag”, “Shop Now”, “Continue”, region/locale confirm. - Hover lives in
button-primary-hover— steel deepens to#42454aover 150ms. No lift, no scale. - Pressed — steel deepens further to
#383b3f; bg geometry unchanged.
button-light — low-emphasis alternate on light surfaces
- Background
#ffffff, text#000000, 1px black outline#000000, type button, padding14px 28px, radius 56px. Used as the lower-emphasis option beside a steel primary (“Continue Shopping” next to “Checkout”; “Cancel” on dialogs).
button-on-image — overlay CTA on photography
- Background
#ffffff, text#000000, type button, padding12px 24px, radius 56px. The crisp white pill anchored over full-bleed campaign and category photography (“SHOP”, “EXPLORE”).
button-icon-circular — chrome icon controls
- Background
#f4f4f4or transparent, icon#000000, radius 9999, size 44px. Used for wishlist heart, carousel paddle, search toggle, bag, account.
Cards & Containers
card (product card) — the brand’s signature catalog unit
- Container: bg
#ffffff, radius 0, padding 0, no shadow. - Image area: full-bleed product photo on
#f4f4f4soft-grey studio backdrop, portrait 3:4 crop. - Below image (in this order with 8px between): badge if applicable (black pill, top-left over image), product name body-strong ink, category / fit subtitle caption steel, price row.
- Price row: regular price in
priceink. If on sale: discounted price#d12b2b, then strike-through original in steel, then ”% off” in#d12b2b.
card-image — the studio stage
- bg
#f4f4f4, radius 0, aspect 3:4. Every product photograph sits on this soft grey so the garment is the only thing with form on the page.
campaign-tile — editorial unit
- Full-bleed photography with a Montserrat Bold headline (display-lg / display-hero) overlaid. Headline colour is whichever of
#ffffffor#000000reads against the underlying image. A singlebutton-on-imagewhite pill anchored bottom-left carries the CTA.
Badges, Tags, Pills
badge — product flag
- bg
#000000, text#ffffff, type caption uppercase, radius 56, padding4px 12px. Sits on top of product imagery (top-left of card) with copy like “NEW”, “BEST SELLER”, “RESTOCK”, “BACK IN STOCK”.
badge-sale — inline price-row text in #d12b2b with no container — the only “badge” in the system with no surface.
filter-chip + filter-chip-active
- Default: bg
#ffffff, text#000000, 1px black outline#000000, type button, radius 56, padding8px 16px. - Active: bg
#000000, text#ffffff— fully inverted. No middle state.
swatch-dot — colorway picker, 16px circle, radius 9999, filled with the colorway’s actual product colour. 1px #cfcfcf ring on white/light colorways so they stay visible. Active state: 2px black outer ring with a white interior gap.
Inputs & Forms
input + input-focused
- Default: bg
#ffffff, text#000000, 1px black outline#000000, type body, radius 8, padding12px 14px. - Focused: outline thickens to 2px black
#000000. No glow, no colour shift — high-contrast clarity over decoration. - Labels sit above the field in
label(Roboto 13/500). Error state swaps the outline to#d12b2bwith a red helper line below.
Navigation
nav (primary) — bg #ffffff, text #000000, height 64px. Layout: shark-fin logo at left (mono, ~28px), centered category nav row (“Women · Men · Accessories · Collections · Sale”), right cluster (search toggle, account icon, wishlist heart, bag). Active section gets a 2px-bottom underline in #000000 — no background fill.
Utility row (above nav, optional) — thin announcement strip on #000000 with centered white caption copy (“Free shipping over £55”) — the brand’s only inverted chrome band.
Mobile nav — hamburger menu left, shark-fin logo center, search + bag icons right. Category nav collapses into a full-height drawer that slides in from the left. Search expands to a full-width overlay pill.
Signature Components
filter-rail — PLP left rail, ~240px. Section headers in body-strong ink with 1px #e2e2e2 hairline dividers between groups. Active filters get filled black chips; counts in parentheses use steel.
footer — bg #000000, text #ffffff (the brand’s one inverted full band). Multi-column link list with column headers in body-strong white and link rows in caption with steel-on-black sublabels; below the columns, a fine-print row with caption copyright, locale switcher, and legal links. The shark-fin logo and social icons sit at the top-left.
5. Layout Principles
Spacing System
- Base unit: 4px
- Tokens: 0 / 4 / 8 / 12 / 16 / 24 / 32 / 48 / 64 / 96
- Universal rhythm: major content blocks stack at
48pxvertical gap (hero → trending row → featured collection → editorial band → footer). PLP card grids use 16px gutters. Card metadata stacks at 8px between name, subtitle, and price. - Card internal padding: product cards use 0px internal padding — the image is full-bleed and metadata sits directly below.
Grid & Container
- Max width: ~1280px content area with edge gutters that grow on very wide viewports rather than stretching the grid.
- Column patterns: PLP listing uses 4-up at desktop, collapsing to 3-up at 1024px, 2-up at 640px, and a peek-scroll on the narrowest mobile. The home page mixes a full-bleed campaign hero, a 3- or 4-up “Trending” row, a horizontal-scroll category rail, and a 4-up product grid.
- Filter rail: ~240px fixed-width left rail on PLP at desktop, collapsing into a “Filter” toggle / off-canvas drawer at narrow widths.
Whitespace Philosophy
Whitespace separates rather than decorates. Sections butt against each other vertically with a 48px rhythm, and product photos tile edge-to-edge inside their grid with no padding wrapped around the image. The “air” comes from the soft grey studio backdrop of the photograph, not from layout margin. Headlines sit immediately under the section line with no decorative gap above.
Section Cadence
Campaign band → product grid → category rail → editorial band → product grid → black footer. Light dominates throughout; the only inversions are the thin black announcement strip at the very top and the black footer at the bottom. Density and photography do the work colour does for other brands.
6. Shapes & Radius Scale
| Tier | Value | Use |
|---|---|---|
| Micro | 2px | Inset hairline corners, dense table corners |
| SM | 4px | Tight inner corners, small chips |
| MD | 8px | Inputs, form fields, small containers |
| LG | 12px | Cards-with-chrome, modal panels |
| XL | 16px | Large surface panels, image overlays |
| Pill | 56px | Every CTA — primary, light, on-image, filter chip, badge. The universal Gymshark shape |
| Circle | 9999px | Icon buttons, swatch dots, avatars |
The defining number is 56px. Where most systems land CTAs at 8–12px and even Nike at 30px, Gymshark commits to a very rounded 56px pill across the entire button vocabulary. Containers stay sharp (0–16px); only buttons, chips, and badges round all the way. There are no compound radii — a surface is either rectangular (cards, sections, imagery) or fully pilled (CTAs, badges, chips) or circular (icon buttons, dots).
Photography Geometry
- Product cards: portrait 3:4 crop, full-bleed within the card with no padding, sitting on
#f4f4f4. - Campaign hero: ~16:9 cinematic crop, full-bleed across the content max-width, Montserrat display headline overlaid lower-left.
- Category rail: 3:4 portrait full-bleed thumbnails with a white pill CTA anchored bottom-left.
- PDP main image: large portrait primary image with a thumbnail rail (stacked or horizontal) for rapid colour/angle browsing.
7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 — Flat | No shadow, no border | Default for cards, buttons, sections — the dominant treatment |
| 1 — Hairline divider | 1px solid #e2e2e2 | Filter row separators, footer columns, PDP disclosure rows |
| 2 — Outline | 1px solid #000000 | White pills, inputs, default filter chips |
| 3 — Modal | rgba(0,0,0,0.18) 0 12px 32px | Bag drawer, dialog, mini-cart overlay |
| 4 — Scrim | rgba(0,0,0,0.55) | Modal backdrop |
Shadow Philosophy
The system has no drop-shadow elevation in its retail chrome. Cards do not lift on the page. The only depth cues are the 1px black outline on white pills/inputs, the 1px grey hairline on dividers, and the contrast between full-bleed photography and the #f4f4f4 studio backdrop. Depth comes from photography, not from CSS effects:
- Campaign tiles create depth via cinematic perspective — an athlete mid-movement — with the Montserrat headline overlaid in white or ink directly on the image.
- Product photography is shot on flat
#f4f4f4to remove background depth, so the garment is the only thing with form on the page. - Modals are the single exception — a soft
rgba(0,0,0,0.18)shadow lifts the bag drawer and dialogs above the scrim.
The deliberate absence of card shadow is what keeps the system feeling athletic and direct rather than skeuomorphic.
8. Interaction & Motion
Easing
- Standard:
cubic-bezier(0.4, 0, 0.2, 1)— default for hover, focus, colour transitions - Emphasized:
cubic-bezier(0.2, 0, 0, 1)— modal entry, drawer slide, mega-menu reveal
Durations
| Bucket | Value | Use |
|---|---|---|
| Fast | 150ms | CTA hover colour, focus ring, link hover |
| Standard | 240ms | Image opacity hover, card state changes, modal enter |
| Slow | 320ms | Hero carousel slide, drawer slide-in |
Per-Component Recipes
- Primary CTA hover: steel pill
#53565a→#42454aover 150ms. No lift, no scale — the colour shift is the whole feedback. - Light CTA hover: white pill inverts to black fill / white text over 150ms (or the outline thickens, depending on context).
- Product card hover: image opacity 1 → 0.92 over 240ms; no lift, no shadow. A second product angle may cross-fade in on hover.
- Filter chip toggle: bg flip from
#ffffffto#000000withcolor: whiteover 150ms — instant feel. - Input focus: outline thickens from 1px to 2px black over 150ms.
- Modal / bag drawer: scrim fades in over 240ms, drawer translates from
translateX(100%)to0over 320ms emphasized.
Page Transitions
Page-to-page navigation fires a hard navigation — no transition. The brand prioritises perceived speed and the “next-page-feels-like-next-rack” catalog cadence.
Reduced Motion
Respects prefers-reduced-motion: reduce. Image opacity hover and cross-fade suppress (only colour change remains). Drawer slide degrades to opacity-only. Carousel autoplay halts. All hover state becomes instant.
9. Accessibility & A11y
Contrast Pairs
| Pair | Ratio | Level |
|---|---|---|
| #000000 ink on #ffffff canvas | 21.0 | AAA |
| #ffffff on #000000 (badge / footer) | 21.0 | AAA |
| #ffffff on #53565a steel pill | 7.38 | AAA |
| #53565a steel on #ffffff (muted text) | 7.38 | AAA |
| #6b6e72 soft on #ffffff | 5.12 | AA |
| #d12b2b sale on #ffffff | 4.9 | AA |
| #1f8a4c success on #ffffff | 4.0 | AA (large) / use at ≥14px bold |
| #000000 on #f4f4f4 (text on studio grey) | 19.3 | AAA |
The black/white brand pair sits at the maximum 21:1 across the entire chrome. The steel pill clears AAA for white text at 7.38:1, and the muted-text use of steel on white also clears AAA — a rare win for a grey that doubles as both pill and secondary text. The few off-system colours (sale red, success green) hold AA at body sizes.
Focus Indicators
Focus ring is 2px solid #000000 with 2px outline-offset on light surfaces. On ink / photographic surfaces (campaign tiles, footer), focus flips to 2px solid #ffffff. Buttons, inputs, links, filter chips, and swatch dots all gain the ring on :focus-visible.
ARIA Patterns
- Search toggle:
role="search"; input hasaria-label="Search products". - Filter chip:
aria-pressedto communicate selection state. - Product card: entire tile wrapped in
<a>with verbosearia-label— “Vital Seamless 2.0 Leggings, Women’s, £45”. - Swatch dot:
aria-label="Black colorway, 1 of 5"— names the colour and position. - Wishlist heart:
aria-pressedwith label “Add to wishlist” / “Remove from wishlist”. - Bag drawer:
role="dialog"witharia-modal="true"and focus trap; Esc closes. - Accordion rows:
aria-expanded+aria-controlsfor PDP product-detail disclosures.
Keyboard Navigation
Tab order: announcement strip → logo → primary nav (left to right) → search → account → wishlist → bag → main grid (top to bottom, left to right) → filter rail (when expanded) → footer.
- Inside filter chip group: arrow keys navigate, Space toggles, Enter applies.
- Inside PDP gallery: arrow keys advance thumbnails.
- Inside bag drawer / modal: focus trapped; Esc closes.
Screen Reader Hints
Verbose aria-label on icon-only buttons (heart, paddle, search, bag). Sale prices include aria-label="Sale price £30, was £45, save 33%" so the discount narrative reads. The bag-count badge uses aria-live="polite" so item additions announce.
Reduced Motion
All transitions degrade gracefully. Image hover and cross-fade suppress. Drawer slide → opacity-only. Carousel autoplay halts. Hover state becomes instant.
10. Responsive Behavior
Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| wide | 1536px+ | Content max-width holds ~1280px; outer gutters grow rather than stretching the grid |
| desktop | 1280px | Default desktop — 4-up product grid, full primary nav, 240px filter rail |
| tablet-large | 1024–1279px | 4-up grid persists or eases to 3-up; filter rail starts compressing |
| tablet | 768–1023px | 3-up grid; primary nav center cluster begins collapsing; “Filter” becomes a toggle |
| mobile-large | 640–767px | Nav collapses to hamburger drawer; search becomes a full-width overlay; grid → 2-up |
| mobile | <640px | 2-up grid; campaign tiles full-screen width; Montserrat headline scales down; filter off-canvas |
Touch Targets
All interactive elements meet WCAG AA (44×44px minimum). Pills sit at 48px height with 28px horizontal padding. Icon-circular buttons sit at 44px. Filter-chip pills are ~40px height with hit-target padding extending the tappable area to 44px+.
Collapsing Strategy
- Primary nav: desktop center cluster → mobile hamburger drawer that slides from the left.
- PLP grid: 4-up → 3-up → 2-up at 1024, 768, 640; gutters tighten from 16px toward 8px on mobile.
- Filter rail: 240px fixed → “Filter” toggle → off-canvas full-screen drawer at mobile.
- Category rail: desktop horizontal scroll with ~4–5 visible → mobile horizontal scroll with ~1.5 visible (peek-next-card pattern).
- Section spacing: 48px desktop → 32px tablet → 24px mobile to keep the catalog rhythm tight.
- Campaign headline: Montserrat scales down at each breakpoint; weight stays 700, tracking stays tight.
Image Behavior
- Product imagery holds a consistent portrait 3:4 ratio across all breakpoints — the image scales, the ratio doesn’t.
- Campaign tiles use art-direction crops: a 16:9 wide hero on desktop swaps to a 4:5 portrait on mobile so the athlete stays centered and the headline keeps burn-in space.
- Non-critical product imagery is lazy-loaded as the user scrolls into the next grid row.
Container Queries
Used in the PLP filter rail — when the rail narrows below ~180px, multi-column filter groups collapse to single column with chevron disclosure.
11. Content & Voice
Tone
Direct, athletic, community-driven. Gymshark’s voice is the training partner who hypes you up without theatre — confident and inclusive, built for a Gen-Z UK audience that found the brand through social and the gym floor. Headlines lead with energy and identity (“We Do Gym”, “Built to Move”, “Lift the World”); body copy carries the spec (“seamless knit, squat-proof, four-way stretch”).
The brand consistently positions itself as the community’s kit, not a luxury label — every microcopy moment is more motivating than corporate. There is energy, but it never tips into gimmick; the chrome stays clean so the copy and people carry the warmth.
Microcopy Patterns
- Button verbs: “ADD TO BAG”, “SHOP NOW”, “SHOP”, “CONTINUE”, “EXPLORE”. Uppercase, short, outcome-named.
- Error message recipe: factual + remedial — “That size is sold out. Try another size or get a restock alert.”
- Success confirmations: “Added to bag” — instant, no ceremony.
- Field labels: short and direct — “Email”, “Postcode”, “Card number”, “Size”.
- Stock urgency: “Almost gone” / “Low stock” — calm, no countdown pressure.
- Restock: “Out of stock — Notify me” — names state and action in one line.
Empty States
- Empty bag: “Your bag is empty. Find your next fit.” — points back to shopping.
- Empty wishlist: “Save your favourites here. Tap the heart on any item to start.” — instructive.
- Empty search results: “Nothing found for [query]. Try different keywords or shop Women’s, Men’s, Accessories.” — names cause + alternatives.
CTA Verb Conventions
- Primary (steel pill): “ADD TO BAG”, “SHOP NOW”, “CONTINUE”, “CHECKOUT”, “JOIN”
- Light alternate: “CONTINUE SHOPPING”, “CANCEL”, “BACK”
- On-image: “SHOP”, “EXPLORE”, “DISCOVER”
- Tertiary text: “View product details”, “See all”, “Size guide”
The verb library is deliberately small and athletic-imperative. Gymshark avoids SaaS qualifiers like “Get started free” or “Try it now” — the verbs name the gym-floor action.
12. Dark Mode & Theming
Light-only across the storefront. Gymshark’s commerce surface ships only in the light theme on a pure white canvas. The thin announcement strip at the very top and the footer flip to ink (#000000) for contrast, and campaign bands may render dark for editorial moments, but these are content moments, not a theme — the page proper resumes white below them. There is no prefers-color-scheme: dark query and no data-theme="dark" token swap on the web store.
If implementing a Gymshark-flavoured dark variant for a derived system: swap canvas to #000000, studio grey to #1a1a1a, ink/text to #ffffff, muted text to #9a9da1, hairline to #2a2a2a — keep the 56px pill geometry and Montserrat/Roboto pairing unchanged, and consider lightening the structural pill to a brighter steel so it reads against the dark canvas.
13. Lineage & Influences
Gymshark’s visual lineage is a fusion of athletic-editorial commerce and the social-native, community-first energy that built the brand from a bedroom screen-printing operation into a global fitness label. The chrome borrows the monochrome athletic discipline of the big sportswear houses — full-bleed photography, neutral studio backdrops, no decorative furniture between image and CTA — but rounds the corners harder and swaps the structural pill to a softer steel grey, giving the interface a warmer, more approachable feel than the harder black-on-white of its larger rivals. The strict Montserrat-over-Roboto pairing is straight out of the Google Fonts modern-commerce playbook: a geometric bold display family for impact and a humanist grotesque for legible body copy.
What it inherits and rejects: from Swiss/grotesque typography it takes the grid, the absence of ornament, and the discipline of letting weight (not colour) carry hierarchy. From sports-magazine editorial it takes the burn-in headline and the athlete-led full-bleed shot. From its larger sportswear contemporaries it inherits the photography-on-neutral-grey studio metaphor and the pill-CTA vocabulary — then it personalises the system with the unusually round 56px pill, the steel structural accent, and the shark-fin logo as the sole mark. What it rejects is drop-shadow skeuomorphism, gradient washes, multi-hue accent palettes, and SaaS qualifier copy — the page stays monochrome and direct so the community and the product own the colour.
Influences:
- Montserrat (Google Fonts) — https://fonts.google.com/specimen/Montserrat — the geometric bold display family that carries every Gymshark headline and button
- Roboto (Google Fonts) — https://fonts.google.com/specimen/Roboto — the humanist grotesque body workhorse for all copy and prices
- Nike — https://www.nike.com — the athletic-editorial commerce template: photography on neutral grey, pill CTAs, monochrome chrome
- Shopify — https://www.shopify.com — the commerce platform whose product-grid / PDP / cart-drawer conventions shape the storefront structure
- Apple Store — https://www.apple.com — product photography on flat neutral grey as the “studio” metaphor
14. Do’s and Don’ts
Do
- Keep the base pure monochrome —
#ffffffcanvas,#000000ink — and let product photography carry all the colour. - Use the steel pill (
#53565a, white uppercase label) as the single structural CTA per viewport; pair it at most with a white outline pill for the soft alternate. - Round every CTA to the full 56px pill. Never introduce a square or 8px button into the action vocabulary.
- Set headlines in Montserrat Bold (700) and body in Roboto Regular (400) — never cross the two families.
- Uppercase button labels in Montserrat 14/600 with
0.04emtracking — the brand’s signature button voice. - Stage every product photograph on
#f4f4f4soft grey — the system’s “studio.” - Use sale red (
#d12b2b) only on price rows — never on backgrounds, badges, or chrome. - Stack content sections at 48px rhythm with no decorative dividers; the photography’s bleed-edge is the divider.
- Anchor on-image CTAs with white pills at bottom-left — the universal “shop this image” position.
- Use
tnumon every price so columns align across the product grid. - Set focus rings to 2px black on light, 2px white on dark/photographic surfaces.
- Keep the shark-fin logo small, mono, and quiet at the top-left of the nav — it is the only ornament.
Don’t
- Don’t introduce drop shadows or card elevation. Cards sit flat; depth comes from photography and the modal-only soft shadow.
- Don’t add a second accent colour. Steel (
#53565a) is the entire structural palette beyond black and white. - Don’t replace black (
#000000) ink with a near-black grey for headlines or text — the brand commits to true black. - Don’t pad inside product cards. The image is full-bleed; metadata sits directly below with 8px between rows.
- Don’t soften the CTA radius below 56px — the very-round pill is the brand’s most recognisable geometry.
- Don’t set body copy in Montserrat or headlines in Roboto — the two-family split is strict.
- Don’t introduce a third button shape. Pill or icon-circular is the entire button vocabulary.
- Don’t use serif, script, or display-rounded fonts. The system is Montserrat + Roboto, no exceptions.
- Don’t add accent gradients or atmospheric blur. The chrome is solid colour-block throughout.
- Don’t lowercase or mixed-case the button labels — pill CTAs are always uppercase.
- Don’t let body copy fall below 14px (body-sm); the smallest UI text is 12px (caption) for badges and chips.
- Don’t put two structural steel pills in the same fold — neutralise one to the white outline pill.
15. Agent Prompt Guide
Quick Color Reference
- Canvas:
#ffffff - Ink (text + brand black):
#000000 - Steel (structural pill + muted text):
#53565a - Steel hover:
#42454a - Studio grey (product image stage):
#f4f4f4 - Hairline divider:
#e2e2e2 - Text soft (low-emphasis):
#6b6e72 - Sale red:
#d12b2b - Success:
#1f8a4c - Focus ring (light):
#000000 - Focus ring (dark/photo):
#ffffff
Example Component Prompts
-
“Create a Gymshark campaign hero — full-bleed athletic photograph (16:9, an athlete mid-movement on a soft grey studio backdrop) with a bold Montserrat headline (700, ~56px, tight -0.02em tracking) overlaid lower-left in white. Anchor a single white pill (radius 56, padding 12×24, uppercase Montserrat 14/600 ink, label ‘SHOP’) at the bottom-left. No shadow, no border, no gradient overlay.”
-
“Design a Gymshark product card — portrait 3:4 product photograph on a
#f4f4f4soft-grey backdrop, zero radius, zero padding around the image. Optional black pill badge (‘NEW’, uppercase caption, radius 56) top-left over the image. Below: an 8px stack of swatch dots (16px circles), product name in Roboto 16/600 ink, fit subtitle in Roboto 12/500 steel (#53565a), price in Roboto 16/600 ink withtnum. If on sale, render discounted price in#d12b2b, then strike-through original in steel, then ’% off’ in#d12b2b.” -
“Build a Gymshark primary CTA — radius 56 pill (very rounded), bg steel
#53565a, text#ffffffuppercase Montserrat 14/600 with 0.04em tracking, padding 14×28, height 48. Hover: bg deepens to#42454aover 150ms. No lift, no scale.” -
“Create a Gymshark white alternate CTA — radius 56 pill, bg
#ffffff, 1px black outline#000000, text#000000uppercase Montserrat 14/600, padding 14×28. Used beside the steel primary as the soft option (‘CONTINUE SHOPPING’).” -
“Design a Gymshark PLP filter row — 1px hairline
#e2e2e2between groups. Each group: section header in Roboto 16/600 ink, filter chip group below. Filter chips at radius 56, default bg#ffffffwith 1px black outline, active bg#000000text white. Counts in parentheses use steel#53565a.” -
“Build the Gymshark masthead — a thin black announcement strip (
#000000, centered white caption ‘Free shipping over £55’) above a 64px white primary nav: shark-fin logo left (mono, ~28px), centered category nav ‘Women · Men · Accessories · Collections · Sale’ in Roboto 16/600 ink, right cluster (search + account + wishlist heart + bag icons). Active nav link gets a 2px black underline.”
Iteration Guide
- Focus on ONE component at a time. Pull its tokens from the frontmatter and verify every property resolves to a concrete value.
- Reference component names and tokens directly (
button-primarysteel#53565a, radius 56, studio grey#f4f4f4) — do not paraphrase color names or radii in prose. - Default body to Roboto 16/400; reach for Roboto 16/600 for product names and nav links; reserve Montserrat Bold strictly for headlines and uppercase button labels.
- Keep the structural steel pill scarce per viewport — if more than one solid steel pill appears in the same fold, neutralise one to the white outline pill.
- Hold the 56px pill radius constant across every CTA, chip, and badge — it is the brand’s most distinctive geometry; do not soften it toward a generic 8–12px button.
- Add new variants as separate component entries (
-hover,-active,-focused) — do not bury them inside prose. - Run a contrast check on every text/bg pair — black/white sits at AAA (21:1), white-on-steel at AAA (7.38:1); keep off-system colours (sale red) at AA on body text.
- Test every interactive surface at 640px / 768px / 1024px / 1280px. Gymshark’s responsive cadence (4-up → 3-up → 2-up; nav → hamburger drawer; filter rail → off-canvas) is part of the system’s identity.
Drop gymshark into your project, then ship the actual sections in an afternoon.
1 · install design
npx @webdesignhot/design-md add gymshark 2 · ship landing page
npx agentkit init --design gymshark