light · sans · friendly · blue · productivity · soft
DESIGN.md inspired by Loom
White canvas, Charlie Display sans, and a confident Atlassian blue pill — async video that feels like a calm, friendly workspace.
By webdesignhot · www.loom.com ↗
$ npx @webdesignhot/design-md add loom
Learn more about the CLI → Compare to…
Aave Ghost-soft DeFi — lavender #978fff on white, custom Aave Repro sans, pastel gradients in a usually-brutalist lending space. Accenture Dark hero, white Graphik, and one electric purple — the `>` greater-than mark made into a whole consulting brand. '#a600ff' is always moving forward. Adidas Pure-black sport-utility, AdihausDIN/adidasFG uppercase, three-stripe geometry — the engineering canon for global sportswear. Adobe Creative-suite chrome — paper-white canvas, magenta-to-orange wordmark gradient, and Adobe Clean carrying every product grid. Aesop Monochrome-warm apothecary — ivory canvas, charcoal type, Suisse Int'l set small, 0px corners. Affirm Honest-money fintech in the dark — indigo #4a4af4 CTAs at near-pill 96px radius, light-weight white headlines, no fine print. AgentKit Three swappable themes for AI agent products — editorial dark, daylight bright, fintech cool-blue. Airbnb Pure-white marketplace canvas with one Rausch coral and Cereal — generous photography, soft pills, modest type. Airtable White-canvas editorial workflow software with full-bleed coral and forest signature cards punctuating a near-black pill-CTA system. Alibaba Electric orange `#ff6a00` + dense merchant grids — the global B2B wholesale floor as a website. Allbirds Oatmeal-canvas eco-minimalism — Geograph sans on warm Amazon Smile-orange CTA, Amazon Ember sans, dense product grids — the canonical everything-store interface. Amazon Web Services Squid-ink navy with Smile-orange CTAs — the densest tile-portal on the cloud-platform internet. American Express White-canvas premium-restraint membership UI — signature Amex Blue accent, near-black editorial type, concierge-tier hierarchy. Amplitude Light-canvas digital-analytics surface — IBM Plex Sans, grey #565656 body, black full-pill CTAs and a signature #1e61f0 blue. Anthropic Editorial broadsheet for AI safety — cream canvas, Anthropic Serif body, terracotta clay accent, magazine geometry. Anytype Pure-black canvas, white ink, and a multi-color 'any' palette — a local-first, encrypted knowledge base that turns privacy into a colorful object. Apple White-canvas product theatre — SF Pro Text, 980px pill CTAs, and a single-blue accent system. Apple Music Pink-red gradient hero with album-grid kinesthetics — SF Pro precision, signature `#fa233b` brand pink, glassy dark canvas. Apple TV+ Pure-black cinematic theatre with SF Pro and ruthless minimalism — content as the only voice. Arbitrum Arbitrum Blue on white — Layer 2 chain marketing with Inter sans, structured grids, sophisticated-restraint contrasted with Solana's cinematic. Arc Browser-as-personality marketing — buttery cream canvas, Marlin Soft display, hand-tooled blue-and-coral palette. Are.na Bare grey-and-orange minimalism — a single Helvetica-class sans, hairline borders, and a stubborn refusal to optimise for engagement. Asana Approachable work management in soft purple — Asana Sans at modest weights with a rainbow accent palette and warm sky-tinted whitespace. Astro Cosmos navy canvas with violet-to-orange brand gradient — Mona Sans display, Inter body, Astro''s star-chart MPA framework dressed as an observatory dashboard. ASUS Republic of Gamers red `#cd0000` on black with bold sans — Taiwan engineering meets esports brutalism. Atlassian Enterprise-blue corporate canvas — signature Atlassian Blue, Charlie display type, four-product mark. Audi Vorsprung durch Technik on near-black — Audi Type sans, four-rings precision, and a near-monochrome canvas with `#bb0a30` reserved for sport. Auth0 Twilight-blue dark canvas with TWK Lausanne 300 display + Aeonik body — the original identity-platform aesthetic. Away Editorial travel-luggage DTC — Graphik on white, photography-led, sharp 0px white CTAs over dark hero imagery. Axiom Deep-navy observability with a cyan electric accent — Inter for body, JetBrains Mono for every event label, and a structural grid that reads as logs at planet scale. Axios Smart-brevity in chromatic form — blocky white canvas, Tiempos-flavored Atiza serif, signature `Why it matters:` time-bars and bullet-first prose. Bandcamp Bandcamp Cyan + Helvetica — indie-music marketplace honesty, no streaming-platform polish, no algorithmic carousels. Base Coinbase-adjacent L2 minimalism — coinbaseSans on white, signature electric blue Baseten White canvas with Inter and a signature `#6c5ce7` purple — ML model deployment dressed in approachable workshop chrome. BBC News Signature BBC red (`#bb1919`), Reith Sans + Reith Serif, the global broadcaster authority typography of the world''s public-service news. Bear Off-white canvas, a custom bearsans display, a red bear icon, and tealish handwritten underlines — a Markdown notes app dressed as a Mac Pro magazine. beehiiv Aggressive black-on-yellow newsletter punch — heavy display sans, hyper-flat cards, and a `#ffd60a` highway-yellow that reads like a tabloid front page. Best Buy Yellow price-tag mark, electric blue trust, bold sans — big-box electronics design with Geek-Squad confidence. Binance Trading-floor near-black with a single high-voltage Binance Yellow doing all the brand work — BinanceNova for type, BinancePlex for numbers. Biome A white-canvas Rust toolchain page where one deep azure blue does all the work. Black Forest Labs Frontier-lab monochrome — stark white canvas, dark hero, near-black green-tint type, Instrument Sans at 500 throughout. Bloomberg Iconic black-orange financial broadsheet — BWHaasHead headlines, AvenirNextPForBBG chrome, terminal-grade data density. Bluesky Sky-blue `#0085ff` on bright white with Inter sans — the AT-Protocol social network rendered as airy, federated, open. Blur Pure-black canvas, neon `#ff8700` orange voltage, and JetBrains-Mono-default everywhere — brutalist NFT trader terminal as competitive instrument. BMW Corporate-blue calm — BMW Type Next on a cream-tinted white, dark navy hero bands, and the M-stripe triplet in reserve. BMW M Performance black on M-blue/M-violet/M-red — the motorsport variant that turns BMW corporate into track-day theatre. Bolt An electric-blue command line for the web — StackBlitz's AI builder on a near-black #1e1e21 canvas, Inter Display, builder's register. Booking.com Deep-blue commerce engine — Bookin Sans on white, yellow CTA voltage, dense booking-funnel maximalism. Booking.com Booking Blue + signal yellow — the deal-finder design language at maximum density, optimized for conversion not contemplation. Bose Pure black canvas, Helvetica restraint, and premium-audio confidence — sound presented as engineering art. Brex Cool grey-blue surfaces, magenta-to-purple-to-indigo gradient, Söhne 600 — fintech as fast, modern, slightly flashy. Brilliant STEM education with playful diagram-energy — warm coral CTA on near-black, custom Brilliant Sans, illustrated geometry as hero. Bugatti French-engineered austerity — pure black canvas, three Bugatti typefaces, and full-bleed photography as the only voltage. Bun Cream canvas with chunky pink accents and the wide-eyed mascot — a JS runtime dressed as a 1970s bakery sign. Buttondown Indie newsletter software in heavy 900-weight Auto Pro — electric `#0069ff` pill CTAs and soft-yellow highlights on a pure-white canvas. Cal.com Open-source calendly with one bold custom font — Cal Sans on a soft `#f4f4f4` paper canvas. Calm Signature `#0066ff` deep blue + Aktiv Grotesk + meditation-deep cool atmospheric calm. Calm Mindfulness in a serif — Calm Cream canvas, soft moonlit blue and forest green, Visby Round display, breathing-pace motion. Capacities Cream-yellow canvas, Inter at 700 with a Crimson Pro serif fallback, and a yellow underline as page ornament — a PKM that thinks like a sketchbook. Capital One Confident-accessible banking — navy authority, one red swoosh, 2px-sharp blue. Captions Near-white studio canvas, an Exposure display, and a violet brand keyed off a full crayon-box of CSS color vars. Caraway Wholesome non-toxic-cookware DTC — Suisse Works serif on warm off-white, deep teal-green pill CTAs, pastel colorway palette. Cartesia Bright clinical white with a single deep-blue action — voice-AI presented as scientific instrument rather than consumer product. Cash App Electric `#00d54b` green on near-black, Cash Sans monospace-flavoured geometry, and p2p-money youth aesthetic. Casper Cozy DTC sleep brand — Casper navy/indigo ink (`#1e306e`) on a pure-white canvas, deep-navy `#012169` pill CTAs at 32px radius, Calibre body under New Kansas friendly-serif display. Premium that tucks you in. Character.AI Cool zinc canvas, custom atHauss sans, and dark pill CTAs — a roleplay social product dressed in TikTok-grade neutrality. Chase Trust-institutional banking UI — white canvas, near-black ink, bright-blue primary + green secondary CTAs in Open Sans. Chevrolet Gold-cross American classic — Louis sans on white with a `#cd9834` bowtie, a `#003876` corporate blue, and Camaro/Corvette red drama in reserve. CircleCI Light-content CI/CD platform — near-black hero, Inter sans, navy chrome with a restrained CircleCI-green accent. ClassPass Wellness-marketplace energy — coral-pink CTA on warm white, GT America sans, photographed-class-as-hero pattern. Claude.ai Cream paper canvas, Anthropic Sans for body and Anthropic Serif for the headline — an AI assistant set in literary type. Clerk Geist + Suisse on near-black canvas with `#6c47ff` violet CTA — the drop-in-auth dev-tool aesthetic. ClickHouse Near-pure black canvas with electric yellow as the brand voltage — database performance dressed in voltmeter chrome. Cloudflare Infrastructure-grade calm — white canvas, dark hero band, FT Kunst Grotesk, signature Cloudflare orange, full-pill CTAs. Cloudinary Media-API technical infrastructure in confident blue — Inter at modest weights with a deep navy-blue brand and a single chromatic accent for media moments. Coda White-canvas productivity surface — Calibre display over Inter body, near-black UI with a single confident #0066ff blue and warm-cream callouts. CodeRabbit Near-black AI-review canvas — warm CodeRabbit orange accent, Plus Jakarta Sans, sharp 4px white CTAs. CodeSandbox Pale-lime electricity on a Cognition Research-lab monochrome — warm off-white, grotesk display, serif body, sharp 0px black. Cohere Stark white editorial canvas with deep green-black product bands and a CohereText/Unica77 type split. Coinbase Institutional-grade calm — pure white canvas, a single Coinbase Blue, and Coinbase Display set at weight 400 instead of 700. Composio Near-black canvas with deep-electric-blue voltage and a 2x2 terminal-mockup hero — agent infrastructure dressed as developer instrumentation. Convex Warm cream canvas, near-black ink, GT America — a reactive backend that dresses like a broadsheet. Corsair Yellow `#ffff00` lightning on black with Roboto — RGB-everything peripherals and PC components. Costco Warehouse blue + signature red, Helvetica utilitarian — bulk-buying signage translated to web. Coursera University-blue `#0056d2` on warm-white parchment with Source Sans — the canonical online-degree marketplace. Craft Warm-white canvas, an Untitled Serif display over Untitled Sans body, near-black ink, and full-pill CTAs — a notes app dressed as a fine-press editorial. Cursor Warm cream IDE-marketing — `#f7f7f4` canvas, `#26251e` ink, custom CursorGothic display, JetBrains Mono code, vivid orange accent. CVS Health CVS-red heart on a clean white canvas — custom CVS Sans, near-black ink, trustworthy healthcare clarity. Databricks Signature Databricks Red Datadog NationalWeb on white with the iconic `#632ca6` purple — observability dressed as an enterprise dashboard, structurally dense, chromatically restrained, multicolour where the data demands it. dbt Labs dbt orange Deel A warm dark canvas with electric coral and orange accents — global payroll dressed as a confident product portrait. DeepSeek Deep-blue Chinese-tech minimalism — a research lab dressed in `#4d6bfe` and stark white space. Deliveroo Deliveroo Teal on white — food-delivery design at maximum saturation, custom Roo Sans, kangaroo-mark mascot energy. Dell Pragmatic blue `#007db8` with custom Roboto-derivative — business-first PC commerce since the dorm room. Deloitte Big-4 gravitas — pure-white canvas, true-black ink, Open Sans at light 300, and the signature green dot. Delta Air Lines Whitney sans on near-white, Delta navy + signal red — the Hartsfield-Jackson aircraft livery translated to web typography. Deno Inkwell black on warm white with the dinosaur mascot — TypeScript runtime as Eric Carle children's book. Descript Cream-pink canvas, a custom Brett display serif, and a wine-dark CTA — an AI video editor that ships like a magazine. Discord Indigo-ground hangout — gg sans body, ABC Ginto Nord display, 12-16px tile radii, white pill CTAs. Disney+ Deep navy gradient streaming hall with custom Inspire display sans and the unmistakable Disney+ wordmark arc. DoorDash Signature red-orange CTA, custom DoorDash Sans, delivery-funnel commerce — the dominant on-demand local marketplace. Drizzle ORM Near-monochrome white canvas, dark #282b3b controls, and one signature lime-green serpent (#c5f74f) — a no-magic TypeScript ORM. Duolingo Owl-green confidence and DIN-Round buttons that lift like candy — the gamified language app distilled to four colors and one mascot. dYdX Pure-black canvas, Satoshi-compressed display, and one signature indigo-purple #7774ff CTA — a pro-trader perps terminal as a brand. Dyson Engineering-greyscale on white — Dyson Futura Light at 44px (weight `300`, never bold), body ink `#333` not pure black, zero-radius CTAs with a fluid-dynamics ripple hover, and a single magenta accent reserved for haircare. The web brand of an engineering company that refuses to look like a marketing site. ElevenLabs Near-black voice-tech ground with white voice-wave aesthetic — Inter at studio scale, pill CTAs, and a single saturated accent that reads as both wayfinding and brand. Emirates Custom-serif luxury — Emirates red on light grey, gold accents, Fly Better editorial calm. Epic Games Pure-black canvas with custom Brutal Type / Heading Now display — Fortnite-saturated marketing meets PC-storefront merchandising. Ethereum Off-white canvas, ethereum-blue `#1c64f2` voltage, and Inter + serif duet — community-owned protocol as open documentation. Etsy Burnt-orange CTA, Graphik humanist sans, handcrafted-warmth aesthetic — the marketplace for makers and small batch. Everlane Pure white canvas, Maison Neue Book, near-black ink — radical-transparency DTC minimalism. Excalidraw Literal hand-drawn whiteboard — wobbly SVG strokes, Virgil-style handwriting, and a deliberately primitive UI that turns digital sketching into nostalgia. Expedia Navy commerce + Mango yellow voltage — Expedia Sans, dense travel-funnel density with One Key loyalty colour-coding. fal Pure white canvas, focal display at 120px, and near-black #252527 CTAs — generative-AI inference at editorial scale. Fantastical White paper, Effra geometric sans, full-round blue pills, and a rainbow of app-icon glass squares — a calendar app marketed like Apple''s Pro Apps. Ferrari Cinematic editorial in near-black — Rosso Corsa restraint, FerrariSans 500, and full-bleed cavallino photography. Figma Bright multi-color section bands with figmaSans display and figmaMono eyebrows — a marketing site that designs in scenes. Financial Times Salmon-pink page (`#fff1e5`) — the world''s most recognizable newspaper background, paired with Financier display + MetricWeb sans for global markets coverage. Fireworks AI Light canvas with Inter sans and a signature `#6720ff` purple-amber-orange spark — fast-inference platform dressed in speed-of-light kinetic chrome. Fly.io Mackinac display + Fragment Mono on a violet-saturated canvas — a PaaS that dresses like a small-press magazine. Ford American-truck heritage in corporate blue — Antenna sans, oval-script wordmark, and a deep `#003478` voltage that has carried the brand since 1927. Fortnite Battle-royale design at maximum saturation — neon yellow + electric blue on near-black, Burbank Big condensed display, season-driven brand kaleidoscope. Framer Black-on-white maximalism with electric gradient floods — Inter Display at heroic sizes, motion as a first-class material. Frontegg PP Neue Machina display + Neue Montreal body — plug-and-play user-management with deep-blue gravitas. Gemini (Google) Blue-into-violet gradient, Google Sans, soft Material 3 surfaces — Google''s house style applied to a chat interface. Ghost Warm-cream content CMS aesthetic — Inter for chrome, a soft serif for the writing surface, and a single confident green for action. GitHub Dark-canvas developer-platform marketing — Mona Sans variable headings, lime-green accent, near-black ground. GitHub Copilot Pure-white canvas, pure-black inverted CTAs, Mona Sans display — GitHub's editorial confidence applied to AI tooling. GitLab Light DevOps-platform marketing — GitLab Sans, near-black ink, oversized 96px headlines, tanuki-orange accent. Gitpod Editorial dev-tool calm — light canvas, near-black navy text, ABC Diatype sans + Martina Plantijn serif, 8px radius. Glean White enterprise canvas, near-black indigo headlines, and one electric Glif Near-black Manrope on near-white, anchored by one confident green CTA — a playful creative-agent canvas. Glossier Post-pink austerity — white canvas, single-family Apercu, 0px radius rectangles. The brand that invented millennial-pink chrome in 2014 has retired pink to a footer wash and a single badge color. Grafana Dark observability canvas with the iconic `#f46800` orange — Inter for body, Roboto Mono everywhere a label hides, multi-colour chart palette ripped straight from a real dashboard. Granola White paper, a custom Quadrant book serif, and an olive-green CTA — an AI notepad that dresses like a stationery shop. Graphite Near-black developer canvas — Matter type, near-white ink, one clean blue, 8px CTAs. Graza Squeeze-bottle olive-oil DTC — quirky GT Alpina Typewriter on peachy-cream, olive type, chartreuse-lime CTAs at 32px. Groq Warm off-white canvas, light-weight Space Grotesk, and a single hot `#f43e01` orange — speed-obsessed AI inference. Grubhub Friendly red-orange CTA, Sentinel display + Avenir body, dense delivery-app commerce — the long-running incumbent. Gumroad Hot pink `#ff90e8` on cream, ABC Favorit at 96px, hard black borders and offset shadows — neo-brutalist creator commerce. Gymshark Pure white canvas, black ink, Montserrat bold display over Roboto body — every CTA a fully-rounded 56px pill. Harvey Counsel-grade dark — warm near-black canvas, custom serif display, ivory CTA, sharp 4px monochrome. HashiCorp Black canvas hosting a per-product color portfolio — Terraform purple, Vault yellow, Consul red, Waypoint cyan — multi-product identity made literal. Hashnode Developer publishing platform — deep navy canvas, electric blue brand, Inter sans + JetBrains Mono code chrome. HBO Max Deep purple-black premium streaming canvas with custom Sharp Grotesk and the unmistakable Max wordmark. Headspace Signature `#ffac1d` orange + custom round display + meditation-friendly playful warmth. Height AI-PM workspace dressed in chalk pastels — Inter at modest weights over a near-paper canvas, with a single confident accent and an AI-purple voltage moment. HEY Warm-white canvas, deep purple-ink, and a crayon-box of saturated pastels — opinionated email dressed as a friendly poster. HeyGen Clean white canvas, ABC Solar Display headlines, and an electric-cyan #00c3ff CTA with black text — consumer-AI video, friendly and bright. Hilton Hilton Blue on white — confident-contemporary hospitality with Söhne-adjacent sans, blue-on-white photography-led layouts. Honda Reliability-first restraint — HondaGlobalFont on white, signature red HP Cyan-blue `#0096d6` HP-circle on white with Forma DJR — the 84-year-old technology brand''s mainstream face. HubSpot Warm coral-orange (#FF7A59) on a near-white canvas, a humanist sans set generous and round, and a brand voice that turned inbound marketing into a methodology. Hugging Face AI community canvas — deep blue-black ground, Source Sans Pro headlines, pill auth + 8px tile cards. Hulu Near-black canvas anchored on Hulu Green `#1ce783` with Graphik sans — the bright, cable-meets-streaming UI. Hume AI Warm cream canvas, custom Fellix type, and near-black pill CTAs — voice-AI research presented with humanist calm rather than tech coldness. Hyperliquid Near-black IBM Carbon Design System made literal — pure-white canvas, IBM Plex Sans at light 300, square corners, and one assertive `#0f62fe` blue. Ideogram A bright white canvas with a single saturated violet cue — a typography-first AI image tool that lets the gallery do all the talking. IKEA Yellow `#ffdb00` on blue `#0058a3`, Noto IKEA sans, Swedish-democratic-design retail at planetary scale. Inngest Durable workflows on a near-black canvas — Whyte display, muted gold CTAs, sharp 0px edges. Instacart Grocery-shopping-list practical — Instacart Sans on white, signature carrot green Intercom Cream canvas, near-black Saans display, and electric-cobalt JetBlue JetBlue Blue on white — friendly aviation with a custom rounded sans, Mint cabin orange accent, lower-case microcopy. Jupiter Jupiter lime on near-black — Solana DeFi aggregator with Inter, a cat-in-space mascot, and playful pill-CTA energy. Kagi A premium search engine dressed in warm cream and Plex — the indie answer to ad-funded search. KAYAK Burnt-orange flight-search density — Open Sans on white, comparison-engine maximalism, price-graph data viz. Khan Academy Signature `#14bf96` mint green on white with Lato sans — free-for-everyone education in a warm, encouraging register. Kinde White canvas with Inter 72/500 display + dev-friendly pink-coral accent — the approachable auth-billing-access platform. Kit A cream newsletter canvas with a custom KitSans display, a Libre Franklin secondary, and a pastel-rainbow chip set — the editorial register reborn from ConvertKit. Klarna Klarna PINK `#ffa8cd` on white, near-black navy `#0b051d` ink, Klarna Title at billboard scale. Kraken Kraken Purple `#7132f5` on white — Kraken-Brand display + Kraken-Product UI for a calmer, less-bombastic crypto exchange. Krea A pure-black studio with Suisse Intl set quietly at 60px — a creative-AI gallery that lets the work and the cobalt CTA carry the colour. Lambda Near-black Lamborghini Cathedral of darkness — true black canvas, Lamborghini Gold accents, and LamboType angled-terminal display. LangChain Deep navy canvas with Inter precision and a quietly confident teal accent — agent orchestration dressed as engineering documentation. Ledger White canvas, Inter at rest, and one unmistakable Ledger Orange on full-pill CTAs — security made calm. Lego Lego Yellow + Red on white — primary-color toy theatre, custom Lego Sans, brick-as-hero photography. Lemon Squeezy A dark hero with white Circular display, signature lemon-yellow Leonardo.Ai A pure-black cinematic canvas where ufficioDisplay headlines and white full-pill CTAs frame generative imagery — a film studio's title card, Canva-owned. Linear Dark-canvas product surface — pure-black ground, indigo accent, custom Inter weights, pill CTAs. Liquid Death Black canvas, condensed all-caps Acumin Pro, stark black-and-white — heavy-metal brutalism for canned water. LiveKit Realtime audio-video infra — Public Sans 300 weight on near-black, signature cyan LlamaIndex White canvas with Inter and a signature `#1b9aff` blue — RAG infrastructure dressed as a clean technical reference card. Logitech Soft consumer-tech blue gradients with Brown sans — design for the way you work, play, and create. LottieFiles White-canvas animation studio — DM Sans display at 96px, Inter body, near-black text, one signature teal #019d91. Lovable Pink-into-violet gradient on white — vibe-coding dressed in playful, friendly chromatics. Lowe's Signature navy blue on white canvas — residential-DIY warmth rendered as big-box retail. lululemon Quiet-luxury athleisure — Saans variable on bone-off-white, off-black ink (`#140f0f`, not pure black), pill CTAs on square product cards, mixed-case sentence-cased headlines tracked −4px. The athletic brand that murmurs. Luma AI A cinematic black screening room that opens into a white studio — Graphik set tight, every CTA a full white pill. Magic Frontier-research minimalism — white canvas, Aeonik display, Suisse Intl body, near-black ink, one radix-blue accent. Magic Eden Mint-cream canvas, magenta-mint accent duet, and a custom Foundry display — Solana-native marketplace as boutique gallery. Mailchimp Cavendish-yellow chunkiness — a custom display serif (Cooper Light), the signature `#ffe01b` block, and a brand voice that hugs you while it ships campaigns. Marriott Luxury-hospitality restraint — Caudex serif for editorial moments, off-white canvas, gold-bronze CTA, photographed-resort hero. Mastercard Cream-canvas editorial fintech, circular-portrait orbits, MarkForMC at 450 weight — institutional-but-warm payments brand. MasterClass Pure-black cinema with custom display serif and editorial reverence — celebrity-instructor learning as a premium streaming product. Medium Editorial reading-first publishing — magazine-grade serif body, GT Super display, signature green-on-white pill CTAs. Mejuri Monochrome luxury — white canvas, near-black ink, Syndicat Grotesk small caps and a Simon Mono accent. The jewelry photography does all the color work. Mercedes-Benz Three-pointed-star authority — MBCorpo on near-black canvas, silver-blue Mercury A near-pure white canvas with a literary serif headline and a signature mercury-mint accent — banking dressed as a quiet magazine. Meta Optimistic blue (#0467df) on a white corporate canvas — Optimistic Display headlines, generous space, social-platform conglomerate at rest. MetaMask Foxy Orange on white — Ethereum wallet design with custom MM Sans, 8-bit fox mascot, friendly-utility voice. Microsoft Fluent surfaces — off-white canvas, Segoe UI Variable Display, and a Cortana-blue action color carrying every product. Midjourney A deep cosmic canvas where JetBrains Mono headlines float over a wide-gamut OKLCH rainbow — a research lab dressed as a chapel. MiniMax Stark monochrome canvas broken open by vibrant gradient product cards — coral, magenta, blue, purple as model identity. Mintlify Documentation-platform marketing — pure white canvas, mint-green accent, Inter at tight tracking, near-black pill CTAs. Miro Canary-yellow Mistral Butter-yellow canvas, Arial as a deliberate anti-tech statement, and zero-radius rectangles — French AI as a brutalist art-school manifesto. Modal Serverless GPU infra in lime-green — `#0c0c0c` canvas, electric `#7fee64` accent, custom Modal Mono on every chip and code block. Monday.com Project management in confident red-pink — Poppins display at bold weights with a colorful saturated palette and a playfully energetic visual rhythm. MongoDB Signature MongoDB green Monzo Hot Coral `#ff4f40` on bright white, MonzoSans humanist geometry, and a transparent challenger-bank warmth. Motion AI-calendar productivity in green-and-purple — Inter at modest weights with a green-to-purple voltage gradient signaling the AI scheduler, anchored by a clean white canvas. MSI Dragon-red `#ff0000` on jet black with bold display sans — the Taipei dragon-heritage gaming hardware brand. Mux Video API for developers — Aeonik on light-cream, Rotonto display, JetBrainsMono CTAs, sharp 0px corners. MyFitnessPal Fitness-tracking utility — MFP Blue on white, Inter sans, dense calorie-and-macro grids, conversion-first navigation. Neon Serverless Postgres dressed in late-night green — a near-black canvas with a single electric mint accent. Netflix Pure-black streaming theatre with signature `#e50914` red and Netflix Sans — the canonical media-tile grid. Netlify White canvas, dark hero, Figtree-heavy 800 display — electric-teal pill CTAs, indigo links. Nike Pure black, pure white, Helvetica Now — pill CTAs and full-bleed athletic photography on a single soft cloud gray. Nintendo Joyful red on paper-white — Nintendo's site is the toy-aisle of the web, illustration-rich and refusal-of-darkness intentional. Notion Off-white canvas with Lyon serif accents and a custom NotionInter — a workspace dressed as a literary magazine. Nubank Roxo #8d0de3 as the whole brand — white nuSansDisplay on dark purple, 999px pill CTAs, anti-bank warmth. Nuxt Forest-green `#00dc82` glow on a near-black canvas — Vue-flavored warmth dressed for the cosmos. NVIDIA Engineering-grade canvas — pure black hero / paper-white body / one violently saturated `#76b900` green that carries every CTA and corner square. Obsidian Near-black canvas, near-white text, a single electric-purple CTA and a crystal mark — a local-first knowledge base that looks like the editor it ships. Omnivore Open-source read-it-later — near-white reading canvas, focused emerald-on-paper brand, archival elegance after the Eleven Labs sunset. On Swiss-engineered monochrome — true-black ink on white, custom On sans, bold 700 heads and 40px full-pill CTAs. OpenAI Pure white canvas, OpenAI Sans set in calm 500-weight, and a single black pill for the only action that matters — try ChatGPT. OpenRouter Pure-black canvas with custom display typography and pragmatic mono — LLM-router infrastructure dressed as a terminal billing dashboard. OpenSea Pure-black canvas, electric `#2081e2` blue, and Inter at trader-pro density — the original NFT marketplace as financial terminal. Optimism Pure-white canvas, signature `#ff0420` red voltage, and Inter at confident L2 register — Ethereum rollup as bold optimistic infrastructure. Ory White canvas with Inter 48/400 display + signature deep-navy `#0f172a` CTA — open-source-first identity for technical teams. Our Place Warm-heritage cookware DTC — Cheltenham serif at light 300 on a cream canvas, terracotta SHOP NOW CTAs, Plaid body. Oura Pure-black canvas with Inter precision and gold-stamped scores — the premium-ring health-precision aesthetic. Paddle Merchant-of-record calm — condensed serif headlines on a near-black canvas with warm cream and sand CTAs. Paper Website A literal sheet-of-paper website — single literary serif, off-white sheet canvas, narrow reading columns, ink-blue links. Patagonia Outdoor-cooperative editorial — Futura sans on cream, ranger-station palette, photography-led story-first marketing. Patreon Patreon Coral on white — creator-economy patronage with Söhne sans, photographer-led marketing, mid-2024 brand refresh language. PayPal Dual-blue corporate trust — PayPal Sans Big over white, with a deep-navy ink and a sky-blue counterpoint. Peloton Signature `#cb1e4e` red on midnight ink, Inter display, instructor-led premium-fitness storefront. Penpot Open-source design-and-code platform — dark hero, Work Sans display, mint-green action surface on a white canvas. Perplexity Cream paper canvas, custom pplxSans, and the unmistakable Tropic-cyan accent — a reference-library answer engine dressed in warm tones. Phantom Phantom Purple on near-black — crypto wallet design that respects the user's intelligence with editorial restraint. Picoko Warm-white canvas, weight-900 Outfit, and one blazing pink — product photography reimagined in seconds. Pika A cream-canvas AI video studio in custom Telka type, with peach and black pill CTAs. Pinecone White canvas with Inter and a signature `#1cb0d0` cyan — vector database technical-marketing dressed in clean blueprint chrome. Pinterest Masonry feed as product, restrained chrome around it — white canvas, near-black text, Pinterest red reserved for action. Pitch Enormous Mark Pro headlines on a black hero, then a clean white workspace — violet Plaid Pale blue trust on white, classical Stripe-adjacent type, and a Benjamin-Franklin-as-mascot moment of personality. Plain B2B support tool with a Dinamo grotesk and a single radioactive `#1ad379` action — Linear-restraint applied to support. PlanetScale Pure-black canvas, blood-red accent, mono-set numerals — a database brand styled like a financial terminal. PlayStation Sony's Cinema-Black canvas with PS Blue and a custom SST sans — gaming-as-cinema, premium hardware in editorial restraint. Polar Dev-tool obsidian — 8rem editorial display headlines, indigo accents, Louize serif moments. Polygon Deep purple `#8247e5` voltage, soft surface ladder, and Inter at enterprise calm — Ethereum L2 as institutional infrastructure. Porsche Engineering-purity black-on-white — Porsche Next at 96px regular, Rosso PostHog Cream-canvas analytics with mustard-yellow CTAs and IBM Plex — open-source craft, not SaaS gloss. Postmark Postal-yellow #ffde00 + warm-black #1c1d1f + paper-white canvas — the transactional email API designed like a friendly post office sign. Prime Video Amazon-blue streaming canvas with Ember sans and the dense, utility-first marketplace UI vocabulary. Prisma White-paper canvas, navy ink, a single confident teal — the type-safe data layer dressed as documentation. PropelAuth White canvas with SF Pro Rounded display 60/900 + deep-navy ink — B2B multi-tenant auth with Apple-tinted polish. Quizlet Study-buddy design — Quizlet purple-blue on white, custom Hurmes Geometric, flashcard-as-hero pattern. Qwik Electric purple-to-blue gradient on near-black — resumable execution dressed as a lightning bolt. Railway Ship software peacefully — IBM Plex Serif headlines on a deep eggplant canvas, with a single confident violet for action. Rainbow White canvas, SF Pro Rounded Black at 96px, and a pink-orange-blue-purple rainbow — the friendliest Ethereum wallet onchain. Raindrop.io White paper, system-ui sans, soft watercolor blob backgrounds, and a vivid `#0b7ed0` blue CTA — a bookmark manager that ships like a creative-tool sketch. Ramp Off-yellow `#fcfb70` and black-on-white editorial — finance ops dressed as a printed annual report. Rare Beauty Soft lavender on cream — Selena Gomez's beauty brand with mental-health-aware editorial restraint and serif-led product cards. Raycast Near-black canvas, glowing keycaps, monospaced shortcut chips — a marketing site that thinks like a launcher. Razer Neon `#44d62c` snake-green on jet black with Roboto — the For Gamers, By Gamers visual signature. Readwise Pastel-orange book-club warmth — soft cream canvas, friendly Tiempos serif accents, and a tangerine that signals 'this is your library.' Recraft A jet-black studio where ABC Gravity Condensed slams the headline at weight 900 and a single electric-lime CTA does all the shouting. Reddit Front-page-of-the-internet orange — community-card density, IBM Plex Sans display, and a confident Relume Monochrome editorial — warm off-white, near-black, and oversized regular-weight display for an AI website builder. Remix Signature `#3992ff` blue on pure white with Inter — a nested-routes web framework dressed as a manifesto poster. Render Lavender on white — a PaaS that swapped Heroku purple for a candy-bright #8a05ff and kept the airy whitespace. Replicate AI-API marketing — light page chrome, dark hero canvas, rb-Freigeist Neue display, JetBrains Mono code, sharp 0px corners. Replit Saturated turquoise on `#0e1525` ink — the cloud-IDE aesthetic with IBM Plex DNA and a JetBrains Mono soul. Resend Pure-black canvas with Domaine Display serif at 96px and Commit Mono code chips — email infra that thinks in italics. Retool Pragmatic blue #3a55fc + Inter + dense product mocks — the internal-tool platform that designed itself like a well-organised admin panel. Reuters Global newswire restraint — signature orange (`#ff8000`), Knowledge Medium custom sans, broadsheet rigor for the world''s oldest news agency. Revolut Dark Aeonik Pro hero, white Inter content, near-black `#191c1f` ink, fully-pill CTAs and gradient-accented fintech sleekness. Riot Games Crimson `#d13639` red on near-black with custom Riot Beam display — esports-tournament drama and competitive-MOBA editorial. Ritual Visible-supply-chain wellness — white lab canvas, Ritual Navy #142b6f everywhere, CircularXX, 25px rounded CTAs, warm yellow as the one accent. Rive Chunky animated display type and saturated playful colour — interactive graphics platform that wears its motion design on its sleeve. Robinhood Chartreuse `#CCFF00` lime on a black `#000` canvas, Martina Plantijn serif headlines paired with Capsule Sans Text — financial-editorial register, not tech-app sans. Roblox Bright `#ed1d24` red on white with Builder Sans — the youth-block-builder playground turned multi-billion-game social platform. RunPod Deep slate canvas with Inter and a signature `#673ab7` purple — accessible GPU cloud dressed in friendly developer chrome. Runway A near-black research canvas with ABC Normal headlines pulled tight at -2.5px — a film studio, an ML lab, and a brutalist gallery in one shell. Salesforce Cloud-trust dashboards — Salesforce Sans on a sky-blue ground, with Astro the bear standing guard over a dense CRM portal. SAP Enterprise-ERP precision in cobalt — SAP72 sans, signal-blue accents, and a calm white canvas built for trust. Scale AI White canvas, Aeonik at a colossal 116px, black 8px CTAs, and a signature deep-to-light purple gradient (#5933b2 → Segment Twilio Segment's customer-data-platform canvas — Whitney SSm humanist sans, navy-on-white, single confident `#1866ee` blue. Semafor Paper-cream canvas (`#f8f5d7`) with FeatureFlatHeadline serif and signature flag-style topic columns — global-news editorial built for the post-Twitter era. SendGrid Functional API-blue on white — the email-platform dashboard aesthetic, now folded under the Twilio umbrella. Sentry Deep-aubergine observability — Dammit Sans display, Rubik body, JetBrains Mono code, signature violet #7553ff and pill CTAs. shadcn/ui Copy-paste components in pure black-on-white — the most influential design system not actually shipped as a library. Shopify Dark-first commerce theatre — 96px NeueHaasGrotesk at weight 330, electric mint focus rings, and stacked multi-layer shadows. Shortwave A dark AI-email canvas with Poppins display weight and one electric blue — Inbox rebuilt by the people who built it. Sierra Calm enterprise-AI — light canvas, deep-green hero, GT America, full-pill CTAs. Signal Privacy-first messaging in `#3a76f0` Signal blue with Inter sans — minimal, ad-free, end-to-end-encrypted by default. SKIMS Nude-neutral minimal luxury — cream canvas, dark photographic hero, warm near-black #2d2a26, sharp 0px. Slack Aubergine workspace marketing — Salesforce-Avant-Garde headlines, all-caps 4px CTAs, white canvas with `#4a154b` accents. Snowflake Deeper cyan Solana Solana Gradient + Diatype on near-black — Layer 1 chain marketing as cinematic experiment, magenta-purple-cyan brand prism. SolidJS Deep navy with a blue-to-cyan brand gradient — reactive primitives dressed as a circuit diagram. Sonos Pure black canvas, Inter typography, and audio-system minimalism — speakers presented as gallery objects. SoundCloud Signature `#ff5500` orange on `#f2f2f2` paper with Interstate sans — waveform-first audio social UI. Sourcegraph Near-black code-intelligence canvas — PolySans display, coral-red accent, big quiet headlines. Southwest Airlines Heart-warm low-cost airline — Southwest Sans on light grey, yellow CTA voltage with navy ink, sharp 2px corners. SpaceX Pure-black cinematic photography, D-DIN aerospace stencil type, ghost-button minimalism — the interface disappears. Spline Pure-black 3D-design canvas with electric-blue CTAs and a playful multi-color accent set — the browser becomes the viewport. Spotify Electric `#1ed760` green on near-black canvas with Spotify Mix sans — the canonical streaming-audio tile grid. Square Pure black on pure white, Square Sans grids, and retail-POS minimalism — commerce as black-and-white geometry. Stability AI A near-black studio floor where Archivo headlines run light and a single lavender pill carries the only colour. StackBlitz Electric blue `#1574ef` on a graphite `#1c1f25` canvas — the in-browser IDE that built Bolt. Starbucks Forest-green storefront — SoDoSans, full-pill buttons, warm-cream canvas, and a floating Frap CTA the brand calls home. Steam Deep blue-gray `#1b2838` with Motiva Sans — the utilitarian PC-gaming library that runs the world's largest digital storefront. SteelSeries Esports orange `#ff6900` on near-black with Inter — Danish precision peripherals for competitive play. Storybook Open-source frontend workshop — white canvas, Nunito Sans, dark hero band, and the signature coral-pink brand mark. Strava Signature `#fc4c02` orange + Inter on white — endurance-athlete data-driven storefront with map-overlay heritage. Stripe Editorial fintech polish — light Söhne headlines at weight 300, navy-not-black text, signature `#533afd` purple CTAs. Stytch Paper-cream canvas with Booton display + Chivo Mono body — passwordless-modern auth, joined Twilio. Substack Magazine-on-the-internet — Spectral serif body at 19px, Cahuenga display, signature `#ff6719` orange CTAs. Suno A near-black booth with cream Neue Montreal and a hot-pink cue light — a music studio, a record sleeve, and a chat app fused into one canvas. Sunsama Thoughtful daily planning in warm cream and ink — Inter at modest weights over a paper-cream canvas with sage and rose accents and a calm, unhurried voice. Supabase Off-black canvas, signature emerald `#3ecf8e`, Circular as display, Postgres-grade type discipline. Superhuman White paper canvas, a custom Super Sans variable, and a single confident lavender — premium email dressed as a stationery brand. Supreme Box-logo red, Courier monospace, skate-deadpan minimalism — the most influential streetwear store on the web. Svelte Hot orange #ff3e00 against clean white with a confident sans — the framework that wears its flame as a wordmark. Synthesia A white enterprise canvas where Basier Square headlines run near-black navy and a single indigo-blue pill carries every action. T-Mobile T-Mobile magenta (#E20074) dominates a near-white canvas — Un-carrier loudness in TeleNeo display weight. Tailscale Warm-light approachable-technical — off-white canvas, near-black Inter, brick-red accent. Tailwind CSS The system applied to itself — Inter Variable on white canvas, signature cyan #06b6d4, every component built from Tailwind utilities. Tana Pure black canvas, a custom tanaClassic serif at 83px, and a pale-pistachio CTA — a knowledge graph dressed as a literary supplement. Target Bullseye red CTA, Helvetica Neue, photographic hero — friendly mass-market design with confident chromatic restraint. Telegram Cloud-blue messaging — Temporal Near-black engineering canvas, Aeonik at hairline-light 300, signature indigo CTA — durable-execution gravity for distributed-systems people. Tesla Cinematic showroom on white — one Electric Blue CTA, Universal Sans, and viewport-height car photography. The Atlantic Modern serif headlines on cream-paper, signature Atlantic orange `#fbb33b`, long-form magazine reading rendered for the web. The Economist Deep cinnabar red `#e3120b`, Milo serif body, Econ Sans labels — the global-affairs weekly rendered with cover-illustration discipline. The Guardian Guardian Egyptian slab serif, signature navy `#052962`, structured ruled hierarchy with bold section accents. The Home Depot Signature orange on white, Helvetica bold — hardware-aisle signage as a web storefront. The New York Times Cheltenham serif headlines on paper-white, signature breaking-news red, the canonical American broadsheet rendered for the web. The New Yorker Adobe Caslon Pro + Irvin headline cap — a century of editorial gravitas in cream paper, ink black, and signature cartoon line. The Washington Post Postoni serif blackletter masthead, "Democracy Dies in Darkness" tagline, sober ink-on-paper political broadsheet. Things Cool light-blue canvas, system-ui sans, vivid Things-blue accent — a task manager that ships like an Apple Pro Display. Threads Instagram-adjacent text-first social — pure-black canvas, system-sans clarity, and a quiet brand restraint built from the @ glyph alone. TikTok Electric cyan-magenta on pure black — vertical-video voltage with custom Proxima Nova display and a bold neon brand grammar. Tinybird Near-black developer canvas lit by one bright mint-green — managed ClickHouse with sharp, zero-radius CTAs. tldraw Casual whiteboard sketchy — hand-drawn UI primitives, dotted-grid canvas, and a soft pastel palette that wears its toy-like energy with confidence. Todoist Warm-white canvas, Graphik sans, signature Todoist-red CTA — a task manager that feels calm, friendly, and quietly productive. Together AI Deep navy on near-white with Inter sans — open-source LLM cloud rendered as developer-platform infrastructure. Toyota Japanese-reliability mainstream — `#eb0a1e` Toyota red on white, ToyotaType sans, and a calm-confident marketing surface for the world's most-sold automotive brand. Trigger.dev Background jobs in the dark — Satoshi on near-black, one electric lime for action. Turbo Vercel-grade pure-black canvas with a magenta-to-blue Turbo gradient — the build system that wears its speed as a sweep. Turso SQLite at the edge — a deep-teal canvas with a CRT-bright cyan accent (#00face) that reads as a glowing edge node. Twilio Signal-red `#f22f46` against clean white — communications APIs given the visual weight of a broadcast colour. Twitch Purple `#9146ff` on `#0e0e10` canvas with Inter — the live-streaming UI built around chat, raids, and gaming density. Uber Eats Pure-black ground, Uber Move custom sans, Uber-app continuity — the operating system of food delivery. Udemy Signature `#a435f0` purple on white with Sailec sans — the open course-marketplace bazaar made approachable. Udio A pitch-black stage with near-white Innovator display type and a single magenta-pink spotlight — a recording console reimagined as a creative canvas. Uniqlo Signature red `#ff0000`, Helvetica Neue system stack, japanese-utility-functional grid — the LifeWear engine. Uniswap Uniswap Pink on white — DEX design with Basel sans, unicorn-mark whimsy, and rounded-card softness in a usually-brutalist DeFi space. Upstash Serverless data, daylight calm — a pale-grey canvas, deep green-black type, and one electric Upstash green. v0 A near-white prompt canvas with GeistSans and pure OKLCH grayscale — Vercel''s AI builder dressed as the calmest text editor on the internet. Valorant Tactical-shooter design language — Tungsten condensed all-caps, signal-red CTAs, and an off-white text the brand calls "ECE8E1". Vapi Near-black developer canvas lit by a signature lime and a playful multi-color set — Avantt display at 80px over Season Sans body, cream text, r12 CTAs. Venmo A single confident `#3d95ce` blue, Aktiv Grotesk geometry, and a social-feed informality — payments dressed as group chat. Vercel Brutalist developer-product polish — near-white canvas, near-pure black-on-near-white type, Geist sans + mono, conic-gradient accents. Visa Bright-blue + golden-yellow payment-rail confidence — saturated `#1434CB` primary, ceremonial `#FCC015` yellow on hero pill CTAs, pill geometry throughout, custom visa-font-latin in light/regular weights. Vite Electric purple #646cff + Manrope display + a literal lightning-bolt mark — the build tool that designed itself to feel as fast as it is. Vodafone Vodafone Red broadcast band, monumental 144px display, two-tier button system — corporate-newsroom telecom design. Volkswagen People's-car blue — the deep `#001e50` corporate hue, custom VW Sans, and a friendly-German marketing surface that sells everyday mobility with confidence. Vuori Coastal-California performance calm — Aktiv Grotesk on pure white, warm near-black `#333333` ink, restrained small type (28px h1), photography-led, sharp 0px corners. Premium-athletic that never raises its voice. Walmart Spark-yellow on big-box blue, Antonio Display + Bogle sans — everyday low prices made loud. Warby Parker Friendly-premium DTC eyewear — white canvas, bright blue + deep navy, fully pill CTAs. Warp Near-black canvas, neon-lime cursor, real terminal screenshots — a marketing site that boots like a shell. Wayfair Near-white canvas, ink-black type, photographic product cards — editorial-light home retail at marketplace scale. Weaviate White canvas with Inter and a signature `#1cdb46` open-source green — modular vector database dressed in approachable engineering chrome. webdesignhot AI-era editorial dark — pure black with one acid-lime accent. Webflow Indigo-to-purple gradient discipline with a precise structural sans — the visual builder that markets itself like a design conference. WHOOP Lime `#a0d10b` voltage on jet-black, Inter precision, recovery-data athlete-grade aesthetic. Wikipedia System-default information design — Linux Libertine serif headings, Vector skin, deliberate non-branding for the encyclopedia of record. Windsurf Cream `#f6eede` canvas, dark heroes, Tomato Grotesk at light 300, sharp `#34e8bb` mint DOWNLOAD. WIRED Newsstand-density editorial grid, sharp-corner buttons, mono ALL-CAPS kickers — Conde Nast meets engineering lab. Wise A flexible bright-lime green on cream-white — money that travels in sans-serif and a single confident accent. Wispr Flow Pale lemon-cream paper, EB Garamond at 120px, and a lavender download pill — voice dictation that dresses like a literary journal. Workday HR-warm professional in tangerine — Adelle Sans humanist curves, signature `#f37721` orange, and a calm white people-first canvas. WorkOS Pure-white canvas with Untitled Sans 80/500 display + indigo-violet h2 — the B2B-enterprise gravitas aesthetic. X Pure-black canvas with Chirp display — algorithmic minimalism, single-letter wordmark, ruthless type discipline. xAI White canvas, Universal Sans, a stark near-black pill, and warm-grey terminal panels — frontier minimalism. Xbox Xbox Green on near-black, Microsoft's Segoe UI Display dialed to gamer-coded confidence — bold, energetic, Game Pass-first. Y Combinator Brutalist orange monolith — system-font sans on white canvas, signature `#f26625` orange-red blocks with hard 0px corners. You.com Crisp white developer-doc canvas, custom Lumen Sans, and the indigo `#5368EE` accent — a search API rebrand done as enterprise infrastructure. YouTube YouTube Sans + Roboto + signature `#ff0000` red — content-density at planetary scale. Zed Warm paper-light canvas, IBM Plex Serif headlines at light weight, one electric-blue download button — a code editor's site that reads like a typesetter's page. Zoom Zoom Blue `#0B5CFF` on white — geometric sans wordmark, Workplace-era AI Companion friendly-corporate register. Zora Cream-white canvas, electric purple-orange duet, and a custom display — onchain creator network as zine cover.
try on →
theme
mobile · 390 × 844
Tokens webdesignhot/0.1
- bg
#ffffff - bg-soft
#f8f8f8 - bg-muted
#f0f1f2 - surface
#ffffff - surface-blue
#e9f2fe - surface-violet
#f8eefe - text AAA · 14.3
#292a2e - text-heading
#101214 - text-strong
#1e1f21 - text-secondary
#505258 - text-tertiary
#6c6f77 - text-muted
#8c8f97 - text-faint — · 2.0
#b7b9be - brand AA · 5.2
#1868db - brand-hover
#1558bc - brand-active
#123263 - brand-soft
#e9f2fe - brand-tint
#cfe1fd - brand-mid
#4d8ced - brand-outline
#a3c3f1 - on-brand
#ffffff - accent-violet
#d8a0f7 - accent-violet-soft
#f8eefe - accent-violet-mid
#bf63f3 - accent-violet-deep
#964ac0 - accent-record
#ff613d - accent-record-soft
#ff613d20 - link
#1868db - link-hover
#1558bc - selected-bg
#e9f2fe - disabled
#b7b9be - border — · 1.3
#e4e2e7 - border-soft
#f1f0f3 - border-strong — · 1.3
#dddee1 - border-input
#b7b9be - border-brand
#1868db - success-bg
#efffd6 - success-text
#4c6b1f - success-solid
#94c748 - warning-bg
#fff5d4 - warning-text
#8a5700 - warning-solid
#ffc716 - danger-bg
#ff613d20 - danger-text
#c77b00 - danger-solid
#ff613d - info-bg
#e9f2fe - info-text
#1558bc
Ship faster than ever.
display-hero "Charlie Display" 80px w700 -0.03em
Ship faster than ever.
display-lg "Charlie Display" 63px w700 -0.02em
Ship faster than ever.
h1 "Charlie Display" 44px w700 -0.018em
Built for teams that ship.
h2 "Charlie Display" 32px w700 -0.012em
A complete kit
h3 "Charlie Display" 24px w600 -0.005em
The quick brown fox jumps over the lazy dog.
h4 "Charlie Display" 20px w600 0
The quick brown fox jumps over the lazy dog.
h5 "Charlie Text" 18px w600 0
The quick brown fox jumps over the lazy dog.
body-lg "Charlie Text" 18px w400 0
The quick brown fox jumps over the lazy dog.
body "Charlie Text" 16px w400 0
The quick brown fox jumps over the lazy dog.
body-medium "Charlie Text" 16px w500 0
The quick brown fox jumps over the lazy dog.
button "Charlie Text" 16px w600 0
The quick brown fox jumps over the lazy dog.
body-sm "Charlie Text" 14px w400 0
npx @webdesignhot/design-md add stripe
code ui-monospace 14px w400 0
The quick brown fox jumps over the lazy dog.
eyebrow "Charlie Text" 13px w600 0.06em
OUR DESIGN SYSTEM
label "Charlie Text" 13px w500 0
OUR DESIGN SYSTEM
caption "Charlie Text" 12px w500 0.02em
- step-0 0px
- step-1 4px
- step-2 8px
- step-3 12px
- step-4 16px
- step-5 24px
- step-6 32px
- step-7 48px
- step-8 64px
- step-9 96px
- micro
2px - sm
4px - md
8px - lg
12px - xl
16px - pill
9999px
Text link →
Card preview
A complete kit — everything your product needs.
Hero, pricing, FAQ, dashboard, docs — every layout your product needs.
New
Stable
v1.0
Design roles 8/8 mapped · webdesignhot/0.1
Maps the 8 canonical role names to this entry's actual tokens. Use these to plug the design into role-aware tools — shadcn/ui themes, role-aware Tailwind plugins, atelier-lint — without hard-coding token names.
- background → bg
- foreground → text
- primary → brand
- primary-foreground → on-brand
- accent → accent-violet
- muted → text-muted
- border → border
- ring → brand
Export
4 formats · paste-ready
Tailwind
theme.extend block for tailwind.config.js
CSS variables
:root { --bg, --text, --brand, … } you can paste anywhere
DTCG JSON
W3C Design Tokens Community Group format
Figma Variables
Importable into Figma → Variables → Import
---
name: Loom
tagline: White canvas, Charlie Display sans, and a confident Atlassian blue pill — async video that feels like a calm, friendly workspace.
updated_at: 2026-05-29T21:44:31.560Z
published_at: 2026-05-29T21:44:31.560Z
author: webdesignhot
source_url: https://www.loom.com
spec: webdesignhot/0.1
quality: curated
featured: false
categories: [saas, ai, media]
tags: [light, sans, friendly, blue, productivity, soft]
preview_swatch: ['#ffffff', '#1868db', '#d8a0f7']
related: [descript, notion, linear]
description: 'Loom''s marketing site is calm, friendly productivity software rendered in a clean white canvas (`#ffffff`), the custom Charlie Display + Charlie Text sans family, and one confident Atlassian-inherited blue (`#1868db`, the `--thd-color-blue-70`) carried on full-pill CTAs. After the Atlassian acquisition Loom''s palette converged on Atlassian''s tokenized blue (the `--thd-color-*` design-token namespace exposes a full 10-step blue, violet, grey, yellow, green ladder), so the page reads as enterprise-grade trust rather than indie-creator playfulness. Headlines land in Charlie Display at ~63px / 700 in near-black `#101214`; body copy sits in Charlie Text at 16px / 1.55 in a softer grey-near-black `#292a2e`. The signature secondary accent is a soft violet `#d8a0f7` (`--thd-color-violet-30`) used for AI / Rovo surfaces, and a hot coral `#ff613d` record dot signals the act of recording. Where Descript ships beauty-editorial cream-pink and Runway ships chrome-on-black, Loom ships the reassuring white-and-blue of a tool your whole company already trusts — friendly enough for a creator, calm enough for IT to approve. CTAs are full-pill (9999px radius) — the rounded, approachable shape is the whole register: nothing sharp, nothing aggressive, just "press record and send."'
# 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: accent-violet
muted: text-muted
border: border
ring: brand
colors:
# Primary
bg: '#ffffff' # white page canvas (rgb 255,255,255)
bg-soft: '#f8f8f8' # grey-10, softest panel wash
bg-muted: '#f0f1f2' # grey-20, nested section band
surface: '#ffffff' # raised white card on white — defined by border, not fill
surface-blue: '#e9f2fe' # blue-10, soft-blue feature surface / secondary CTA bg
surface-violet: '#f8eefe' # violet-10, AI / Rovo surface wash
text: '#292a2e' # grey-100, primary body copy (soft near-black)
text-heading: '#101214' # black — headlines, leans true-black
text-strong: '#1e1f21' # black-neutral, emphasized copy
text-secondary: '#505258' # grey-80, secondary copy
text-tertiary: '#6c6f77' # grey-70, captions / metadata
text-muted: '#8c8f97' # grey-50, helper / placeholder
text-faint: '#b7b9be' # grey-40, disabled microcopy
# Brand (Atlassian-inherited blue ladder)
brand: '#1868db' # blue-70, primary CTA + links (--thd-color-button-fr)
brand-hover: '#1558bc' # blue-80, hover / pressed
brand-active: '#123263' # blue-90, active / deep press
brand-soft: '#e9f2fe' # blue-10, soft hover wash / chip bg
brand-tint: '#cfe1fd' # blue-20, mid tint
brand-mid: '#4d8ced' # blue-50, mid-bright accent
brand-outline: '#a3c3f1' # --thd-color-button-ol, outline-button border
on-brand: '#ffffff' # white label on blue
# Accent (violet — AI / Rovo layer)
accent-violet: '#d8a0f7' # violet-30, signature secondary accent
accent-violet-soft: '#f8eefe' # violet-10, soft violet wash
accent-violet-mid: '#bf63f3' # violet-50, brighter violet
accent-violet-deep: '#964ac0' # violet-70, deep violet
accent-record: '#ff613d' # --thd-color-record, coral record dot
accent-record-soft: '#ff613d20' # 12% coral wash behind record state
# Interactive
link: '#1868db' # blue-70 links in body
link-hover: '#1558bc' # blue-80 on hover
selected-bg: '#e9f2fe' # blue-10 selected nav / row state
disabled: '#b7b9be' # grey-40 disabled control text
# Borders
border: '#e4e2e7' # --thd-color-light-border, default hairline
border-soft: '#f1f0f3' # --thd-color-border-grey, quietest separation
border-strong: '#dddee1' # grey-30, emphasized separation
border-input: '#b7b9be' # grey-40, input resting border
border-brand: '#1868db' # blue-70, focused / active border
# Semantic
success-bg: '#efffd6' # green-10 wash
success-text: '#4c6b1f' # green-80
success-solid: '#94c748' # green-40, solid success
warning-bg: '#fff5d4' # yellow-10 wash
warning-text: '#8a5700' # yellow-80
warning-solid: '#ffc716' # yellow-30, solid warning
danger-bg: '#ff613d20' # 12% coral wash
danger-text: '#c77b00' # darkest amber-leaning danger text fallback
danger-solid: '#ff613d' # coral, used for record + destructive
info-bg: '#e9f2fe' # blue-10 wash
info-text: '#1558bc' # blue-80
typography:
display:
family: '"Charlie Display", system-ui, -apple-system, "Segoe UI", Roboto, sans-serif'
weights: [500, 600, 700]
opentype-features: ['liga', 'kern']
body:
family: '"Charlie Text", system-ui, -apple-system, "Segoe UI", Roboto, sans-serif'
weights: [400, 500, 600]
opentype-features: ['liga', 'kern']
mono:
family: 'ui-monospace, SFMono-Regular, "SF Mono", Menlo, Monaco, monospace'
weights: [400, 500]
opentype-features: ['tnum', 'zero']
scale:
display-hero: { size: 80, weight: 700, lineHeight: 1.0, tracking: '-0.03em', family: display }
display-lg: { size: 63, weight: 700, lineHeight: 1.05, tracking: '-0.02em', family: display }
h1: { size: 44, weight: 700, lineHeight: 1.1, tracking: '-0.018em', family: display }
h2: { size: 32, weight: 700, 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 }
h5: { size: 18, weight: 600, lineHeight: 1.35, tracking: '0', family: body }
eyebrow: { size: 13, weight: 600, lineHeight: 1.4, tracking: '0.06em', family: body, transform: uppercase }
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-medium: { size: 16, weight: 500, lineHeight: 1.55, tracking: '0', family: body }
body-sm: { size: 14, weight: 400, lineHeight: 1.5, tracking: '0', family: body }
label: { size: 13, weight: 500, lineHeight: 1.4, tracking: '0', family: body }
caption: { size: 12, weight: 500, lineHeight: 1.4, tracking: '0.02em', family: body }
button: { size: 16, weight: 600, lineHeight: 1.0, tracking: '0', family: body }
code: { size: 14, weight: 400, lineHeight: 1.55, tracking: '0', family: mono }
radius:
micro: 2
sm: 4
md: 8
lg: 12
xl: 16
pill: 9999
spacing:
base: 4
scale: [0, 4, 8, 12, 16, 24, 32, 48, 64, 96]
layout:
page-width: 1280
prose-width: 720
site-gutter: 'clamp(20px, 5vw, 64px)'
header-height: 64
grid-columns: 12
section-rhythm: '80-128px'
components:
button-primary:
background: '#1868db'
text: '#ffffff'
padding: '12px 20px'
radius: 9999
border: 'none'
font: 'Charlie Text 600 / 16px'
hover-bg: '#1558bc'
active-bg: '#123263'
use: 'Primary action — full-pill blue CTA, the brand''s defining button (Get Loom for free)'
button-secondary:
background: '#e9f2fe'
text: '#101214'
padding: '12px 20px'
radius: 9999
border: 'none'
font: 'Charlie Text 600 / 16px'
hover-bg: '#cfe1fd'
use: 'Soft-blue twin — pale blue fill, near-black label (Contact Sales)'
button-outline:
background: 'transparent'
text: '#1868db'
padding: '12px 20px'
radius: 9999
border: '1px solid #a3c3f1'
font: 'Charlie Text 600 / 16px'
hover-bg: '#e9f2fe'
use: 'Outlined tertiary — blue text + blue-tint border, soft-blue hover wash'
button-ghost:
background: 'transparent'
text: '#292a2e'
padding: '8px 12px'
radius: 9999
border: 'none'
font: 'Charlie Text 500 / 16px'
hover-text: '#1868db'
use: 'Quiet quaternary — nav links, footer, inline actions'
card:
background: '#ffffff'
border: '1px solid #e4e2e7'
radius: 12
padding: '24px'
shadow: 'none'
use: 'Default feature card — white fill, defined by hairline border not shadow'
card-soft:
background: '#f8f8f8'
border: 'none'
radius: 16
padding: '24px'
use: 'Grey-wash surface card for nested feature blocks'
card-blue:
background: '#e9f2fe'
border: 'none'
radius: 16
padding: '24px'
use: 'Soft-blue feature surface — highlights, integrations, plan callouts'
input:
background: '#ffffff'
border: '1px solid #b7b9be'
radius: 8
padding: '10px 12px'
font: 'Charlie Text 400 / 16px'
placeholder-color: '#8c8f97'
focus-ring: '0 0 0 2px rgba(24, 104, 219, 0.30)'
focus-border: '#1868db'
use: 'Form fields, search, email capture'
badge-soft-blue:
background: '#e9f2fe'
text: '#1558bc'
padding: '4px 10px'
radius: 9999
font: 'Charlie Text 500 / 13px'
use: 'Soft-blue chip for status / NEW / plan labels'
badge-violet:
background: '#f8eefe'
text: '#964ac0'
padding: '4px 10px'
radius: 9999
font: 'Charlie Text 500 / 13px'
use: 'AI / Rovo chip — violet wash signals the intelligence layer'
badge-record:
background: '#ff613d20'
text: '#ff613d'
padding: '4px 10px'
radius: 9999
font: 'Charlie Text 600 / 13px'
use: 'Recording-state chip — coral dot + label, the act-of-recording signal'
nav-link:
background: 'transparent'
text: '#292a2e'
padding: '8px 12px'
font: 'Charlie Text 500 / 16px'
hover-text: '#1868db'
motion:
ease-standard: 'cubic-bezier(0.4, 0, 0.2, 1)'
ease-emphasized: 'cubic-bezier(0.2, 0, 0, 1)'
ease-entrance: 'cubic-bezier(0, 0, 0.2, 1)'
duration-fast: 150
duration-standard: 240
duration-slow: 320
duration-page: 420
reduced-motion: 'respects prefers-reduced-motion: reduce — transitions become opacity-only, durations halved'
breakpoints:
mobile: 640
tablet: 1024
desktop: 1280
wide: 1536
shadows:
none: 'none'
ambient: 'rgba(16, 18, 20, 0.04) 0 1px 2px'
card: 'rgba(16, 18, 20, 0.06) 0 2px 8px'
raised: 'rgba(16, 18, 20, 0.08) 0 4px 16px'
popover: 'rgba(16, 18, 20, 0.10) 0 8px 24px -4px'
modal: 'rgba(16, 18, 20, 0.14) 0 16px 48px -8px'
ring: '0 0 0 2px rgba(24, 104, 219, 0.30)'
accessibility:
contrast-text-on-bg: 12.4 # #292a2e on #ffffff — AAA at all sizes
contrast-heading-on-bg: 18.1 # #101214 on #ffffff — AAA at all sizes
contrast-on-brand: 4.8 # #ffffff on #1868db — AA at all sizes / AAA at large
contrast-secondary-on-bg: 7.6 # #505258 on #ffffff — AAA at body sizes
contrast-muted-on-bg: 3.3 # #8c8f97 on #ffffff — AA large only (placeholders/helper)
focus-ring: '2px solid #1868db with 2px offset, plus 30% blue glow ring'
reduced-motion-honored: true
keyboard-nav: 'visible focus on every interactive surface; tab order matches visual flow'
prose-line-length: 'capped at ~720px for comfortable reading'
dark-mode: null # marketing surface is light-only; the in-product editor ships its own dark theme
---
## 1. Visual Theme & Atmosphere
Loom's marketing site is the visual definition of *calm, trustworthy productivity software*. The canvas is plain white (`#ffffff`) — no cream, no gradient mesh, no dark slab — and onto it Loom places one confident blue (`#1868db`), the custom Charlie sans family, and an abundance of breathing room. The page never raises its voice. Headlines land in **Charlie Display** at roughly 63px / weight 700 in near-black `#101214`; body copy sits in **Charlie Text** at 16px / 1.55 in a slightly softer grey-near-black `#292a2e`. The single loudest move on the page is the blue full-pill CTA — "Get Loom for free" — and even that is friendly rather than aggressive, its 9999px radius making it read as a soft capsule rather than a hard button.
The defining context is the **Atlassian acquisition**. Loom is now an Atlassian product, and its palette has converged on Atlassian's tokenized design system: the page exposes a full `--thd-color-*` token namespace with a 10-step blue ladder (`blue-10` `#e9f2fe` → `blue-100` `#1c2b42`), parallel violet, grey, yellow, and green ladders, and named semantic tokens. This is enterprise-grade chromatic discipline — every color on the page is a rung on a defined scale, not a one-off hex. The result reads as institutional trust: this is a tool your whole company already uses, IT has already approved, and the brand color is the same calm blue you see across Jira and Confluence. Loom traded indie-creator playfulness for the reassurance of being part of a platform.
The third register is **the record signal**. Loom is, at its core, the button you press to start recording your screen. The brand reserves a hot coral `#ff613d` (the `--thd-color-record` token) for exactly this — the record dot, recording-state chips, the live indicator. It is the one warm, urgent color in an otherwise cool palette, and it appears only when something is being captured. Alongside it, a soft violet `#d8a0f7` (`--thd-color-violet-30`) marks the AI / Rovo intelligence layer — auto-titles, summaries, transcripts. So the page has a clean three-part chromatic grammar: **blue for action and trust, violet for AI, coral for recording.** Each color means one thing.
Where Descript ships beauty-editorial cream-pink + serif display, and Runway/Pika ship chrome-on-black for cinematic AI, Loom ships the friendly white-and-blue of a workspace tool. The pill-shaped everything — CTAs, chips, badges, avatars — is the entire emotional register: nothing sharp, nothing intimidating, just rounded, approachable surfaces that say "press record and send." It is software designed to feel like it requires no learning curve.
Atmospheric vocabulary that captures the feeling: *calm-white, Atlassian-blue, friendly-pill, Charlie-sans, record-coral, Rovo-violet, tokenized-trust, async-video, workspace-reassurance, no-learning-curve, breathing-room, enterprise-approachable.* Every surface lands like a clean product screenshot — bright, legible, unhurried, and quietly confident that you already know how to use it.
**Key Characteristics**
- Plain white `#ffffff` canvas — no cream, no gradient, no dark slab; brightness is the brand
- Custom **Charlie Display** headlines at ~63px / 700 in near-black `#101214`
- Custom **Charlie Text** body at 16px / 1.55 in soft grey-near-black `#292a2e`
- One confident **Atlassian blue** `#1868db` for all primary action and links
- **Full-pill** (9999px) CTAs, chips, badges — the rounded, approachable shape is the register
- Soft-blue secondary CTA `#e9f2fe` with near-black label — calm, never competing with primary
- Signature **violet** `#d8a0f7` for the AI / Rovo intelligence layer only
- Hot **coral** `#ff613d` reserved exclusively for the record signal
- Fully **tokenized** palette — every color is a rung on a defined 10-step ladder
- Borders define cards, not shadows — `#e4e2e7` hairlines over white
- Generous whitespace, 80–128px section rhythm — unhurried, screenshot-clean
- Three-color grammar: blue = action, violet = AI, coral = recording — each means one thing
## 2. Color Palette & Roles
### Primary
- **bg** `#ffffff` [→ canvas]: white page canvas, the brand's brightness. RGB (255, 255, 255). Never tinted — the cleanness is the point.
- **text** `#292a2e` [→ `--thd-color-grey-100`]: primary body copy, a soft near-black warmer and gentler than `#000`.
- **text-heading** `#101214` [→ `--thd-color-black`]: headlines, leans true-black for maximum presence against white.
- **bg-soft** `#f8f8f8` [→ `--thd-color-grey-10`]: softest panel wash for nested sections.
- **bg-muted** `#f0f1f2` [→ `--thd-color-grey-20`]: deeper grey band for alternating section emphasis.
### Brand (Atlassian Blue Ladder)
- **brand** `#1868db` [→ `--thd-color-blue-70` / `--thd-color-button-fr`]: primary CTA, links, focus border. The defining chromatic move.
- **brand-hover** `#1558bc` [→ `--thd-color-blue-80`]: hover / pressed state, one step deeper.
- **brand-active** `#123263` [→ `--thd-color-blue-90`]: active / deep-press state.
- **brand-soft** `#e9f2fe` [→ `--thd-color-blue-10`]: soft hover wash, secondary CTA fill, chip background.
- **brand-tint** `#cfe1fd` [→ `--thd-color-blue-20`]: mid tint for hover-on-soft states.
- **brand-mid** `#4d8ced` [→ `--thd-color-blue-50`]: mid-bright accent for illustration / data viz.
- **brand-outline** `#a3c3f1` [→ `--thd-color-button-ol`]: outline-button border color.
- **on-brand** `#ffffff` [→ `--thd-color-white`]: white label on blue. The high-contrast action pair.
### Accent (Violet AI Layer + Coral Record)
- **accent-violet** `#d8a0f7` [→ `--thd-color-violet-30`]: signature secondary accent, marks AI / Rovo surfaces.
- **accent-violet-soft** `#f8eefe` [→ `--thd-color-violet-10`]: soft violet wash background for AI feature blocks.
- **accent-violet-mid** `#bf63f3` [→ `--thd-color-violet-50`]: brighter violet for emphasis within the AI layer.
- **accent-violet-deep** `#964ac0` [→ `--thd-color-violet-70`]: deep violet for violet-on-soft text.
- **accent-record** `#ff613d` [→ `--thd-color-record`]: hot coral record dot — the one warm, urgent color.
- **accent-record-soft** `#ff613d20` [→ `--thd-color-record-20`]: 12% coral wash behind recording-state chips.
The accent layer is **strictly meaning-bound**: violet only ever means "AI / Rovo," coral only ever means "recording / live." Neither is decorative. Using violet for a generic highlight or coral for a CTA breaks the chromatic grammar that lets users read color as state.
### Interactive
- **link** `#1868db` [→ `--thd-color-blue-70`]: blue links in body copy, often underlined on hover.
- **link-hover** `#1558bc` [→ `--thd-color-blue-80`]: deeper blue on hover.
- **selected-bg** `#e9f2fe` [→ `--thd-color-blue-10`]: selected nav item / active row, soft-blue wash.
- **disabled** `#b7b9be` [→ `--thd-color-grey-40`]: disabled control text and icons.
### Neutral Scale (Grey Ladder)
- **grey-10** `#f8f8f8` — softest wash / page-soft surface.
- **grey-20** `#f0f1f2` — section band.
- **grey-30** `#dddee1` — strong separator / divider.
- **grey-40** `#b7b9be` — input resting border, disabled text.
- **grey-50** `#8c8f97` — helper text, placeholders.
- **grey-70** `#6c6f77` — captions, metadata.
- **grey-80** `#505258` — secondary body copy.
- **grey-90** `#3b3d42` — strong secondary copy.
- **grey-100** `#292a2e` — primary body text.
- **black** `#101214` — headings; **black-neutral** `#1e1f21` — emphasized copy.
The grey ladder is **cool-neutral with a faint blue undertone** — it sits comfortably under the blue brand color without ever picking up warmth. Loom never uses a warm grey; a beige or taupe neutral would crack the clean, cool, screenshot-bright temperature.
### Surface & Borders
- **surface-0 (page)** `#ffffff` white.
- **surface-1 (soft)** `#f8f8f8` grey-10 nested panel.
- **surface-2 (band)** `#f0f1f2` grey-20 section band.
- **surface-blue** `#e9f2fe` blue-10 feature surface.
- **surface-violet** `#f8eefe` violet-10 AI surface.
- **border** `#e4e2e7` [→ `--thd-color-light-border`]: default hairline — the primary card-definition device on white.
- **border-soft** `#f1f0f3` [→ `--thd-color-border-grey`]: quietest separation, internal dividers.
- **border-strong** `#dddee1` [→ `--thd-color-grey-30`]: emphasized separator.
- **border-input** `#b7b9be` [→ `--thd-color-grey-40`]: input resting border.
- **border-brand** `#1868db` [→ `--thd-color-blue-70`]: focused / active border.
### Shadow Colors
Loom's depth language is **borders first, shadows second**. On the white canvas, cards are defined primarily by a hairline `#e4e2e7` border; shadows are reserved for genuinely floating elements (popovers, dropdowns, modals) and are soft, neutral black-tinted (`rgba(16, 18, 20, 0.06)` to `0.14`), never colored. The brand never uses blue- or violet-tinted shadows; that would muddy the crisp white temperature. Product screenshots typically float on a subtle ambient shadow with the in-product UI shown at native fidelity — Loom trusts the product's own polish rather than wrapping it in a decorative frame.
### Semantic
- **success** — bg `#efffd6` (green-10 wash), text `#4c6b1f` (green-80), solid `#94c748` (green-40).
- **warning** — bg `#fff5d4` (yellow-10 wash), text `#8a5700` (yellow-80), solid `#ffc716` (yellow-30).
- **danger / destructive** — bg `#ff613d20` (12% coral wash), solid `#ff613d` (the record coral, reused for destructive). Note: Loom's destructive color is the *same coral as the record dot* — the urgent warm hue does double duty as "live" and "careful."
- **info** — bg `#e9f2fe` (blue-10 wash), text `#1558bc` (blue-80). Info reuses the brand blue, reinforcing the single-brand-system discipline.
The notable choice: there is no separate "error red" — the coral record token doubles as the destructive color, and info reuses the brand blue. Semantic colors are drawn from the existing token ladders rather than introducing new hues, which keeps the whole page chromatically coherent.
## 3. Typography Rules
### Font Family
- **Display**: `"Charlie Display", system-ui, -apple-system, "Segoe UI", Roboto, sans-serif` — Atlassian's custom display sans, used at weight 500 / 600 / 700. The face for all headlines.
- **Body**: `"Charlie Text", system-ui, -apple-system, "Segoe UI", Roboto, sans-serif` — Atlassian's custom text sans, optimized for paragraph reading, used at 400 / 500 / 600.
- **Mono**: `ui-monospace, SFMono-Regular, "SF Mono", Menlo, Monaco, monospace` — pragmatic system mono stack for code and tabular data.
- **OpenType features**: `liga`, `kern` on both Charlie faces; `tnum`, `zero` on mono for code and stats.
Charlie Display and Charlie Text are a **matched display/text pair from the same family** — Display is tuned for large sizes (tighter spacing, more contrast), Text for small-size legibility (open apertures, generous spacing). This is the Atlassian house typography, shared across the platform, which is itself part of the "you already trust this" signal.
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | Notes |
|---|---|---|---|---|---|---|
| Display Hero | Charlie Display | 80px | 700 | 1.0 | -0.03em | Largest hero variant |
| Display LG | Charlie Display | 63px | 700 | 1.05 | -0.02em | The canonical Loom hero (measured ~63px) |
| H1 | Charlie Display | 44px | 700 | 1.1 | -0.018em | Page / major section title (measured ~44px H2 on site) |
| H2 | Charlie Display | 32px | 700 | 1.2 | -0.012em | Major section |
| H3 | Charlie Display | 24px | 600 | 1.25 | -0.005em | Sub-section |
| H4 | Charlie Display | 20px | 600 | 1.3 | 0 | Card heading |
| H5 | Charlie Text | 18px | 600 | 1.35 | 0 | Inline emphasis (switches to text face) |
| Eyebrow | Charlie Text | 13px | 600 | 1.4 | 0.06em | Uppercase section pre-label |
| Body Large | Charlie Text | 18px | 400 | 1.55 | 0 | Lede paragraph |
| Body | Charlie Text | 16px | 400 | 1.55 | 0 | Default body copy |
| Body Medium | Charlie Text | 16px | 500 | 1.55 | 0 | Emphasized body |
| Body Small | Charlie Text | 14px | 400 | 1.5 | 0 | Captions, sidebars |
| Label | Charlie Text | 13px | 500 | 1.4 | 0 | UI labels, form labels |
| Caption | Charlie Text | 12px | 500 | 1.4 | 0.02em | Metadata, timestamps |
| Button | Charlie Text | 16px | 600 | 1.0 | 0 | CTA copy |
| Code | Mono | 14px | 400 | 1.55 | 0 | Inline + block |
### Principles
- **One family, two optical sizes.** Charlie Display for headings, Charlie Text for body — same designer's intent, two optical cuts. This single-family approach is calmer than a serif/sans contrast and reinforces the "consistent platform" feel.
- **Headlines at 700, never lighter.** Loom's display weight is bold (700) — the confidence comes from weight, not size or color. Headlines stay near-black `#101214`, body steps down to `#292a2e`.
- **Negative tracking scales with size.** -0.03em at 80px, -0.02em at 63px, -0.018em at 44px, easing to 0 at 20px and below. Large type is optically tightened; body type sits at natural spacing.
- **Body at 16px / 1.55.** The web-standard 16px with a generous 1.55 line-height — comfortable, unremarkable, designed to disappear so the product screenshots carry the story.
- **Two-tone heading/body split.** Headings are true-near-black `#101214`; body is the softer `#292a2e`. The ~2-step grey difference creates hierarchy without changing size or weight.
- **Eyebrows in uppercase Charlie Text 600 / 0.06em.** Short section pre-labels are the only uppercase, tracked-out element — everything else is sentence case.
- **No italics in the system.** Loom's voice is plain and direct; emphasis comes from weight (500 / 600), not slant.
- **Mono only for code and stats.** The system mono stack appears in code blocks and tabular numbers (`tnum`), never as a decorative accent.
## 4. Component Stylings
### Buttons
All Loom buttons are **full-pill (9999px radius)** — the rounded capsule shape is the brand's defining component signature.
**Primary (Blue Pill)**
- Background: `#1868db`. Text: `#ffffff`, Charlie Text 600 / 16px.
- Padding: `12px 20px`. Radius: `9999px` (full pill). No border.
- Hover: bg → `#1558bc`; transition `240ms ease-standard`.
- Active: bg → `#123263`.
- Use: Primary CTA — *Get Loom for free, Start recording, Get started.*
**Secondary (Soft-Blue Pill)**
- Background: `#e9f2fe` blue-10. Text: `#101214` near-black, Charlie Text 600 / 16px.
- Padding: `12px 20px`. Radius: `9999px`. No border.
- Hover: bg → `#cfe1fd` blue-20.
- Use: Twin to primary — *Contact Sales, View pricing.* Calm, never competes with the blue primary.
**Outline (Tertiary)**
- Background: transparent. Text: `#1868db` blue. Border: `1px solid #a3c3f1` (blue-tint outline). Radius: `9999px`.
- Same padding (12×20), font (Charlie Text 600 / 16px).
- Hover: bg → `#e9f2fe` soft-blue wash.
- Use: Lower-emphasis actions in feature sections, secondary nav.
**Ghost (Quiet)**
- Background: transparent. Text: `#292a2e`. No border.
- Padding: `8px 12px`. Charlie Text 500 / 16px.
- Hover: text → `#1868db` blue.
- Use: Nav links, footer, inline secondary actions.
### Cards
**Default Card**
- Background: `#ffffff`. Border: `1px solid #e4e2e7` hairline. Radius: `12px`. Padding: `24px`.
- Shadow: none — the border does the work.
- Hover: subtle `rgba(16,18,20,0.06) 0 2px 8px` shadow lifts the card off white.
- Use: Default feature card — defined by border, not fill.
**Soft Card**
- Background: `#f8f8f8` grey-10. Border: none. Radius: `16px`. Padding: `24px`.
- Use: Nested feature blocks, testimonials — the grey wash separates it from the white page without a border.
**Blue Feature Card**
- Background: `#e9f2fe` blue-10. Border: none. Radius: `16px`. Padding: `24px`.
- Use: Highlights, integration callouts, plan-comparison emphasis blocks. Pairs with the blue brand.
**Violet AI Card**
- Background: `#f8eefe` violet-10. Border: none. Radius: `16px`. Padding: `24px`.
- Use: Rovo / AI feature surfaces only — the violet wash flags the intelligence layer.
### Badges, Tags, Pills
All pill-shaped (9999px radius), small, sentence-case or short-label.
**Soft-Blue Chip** — bg `#e9f2fe`, text `#1558bc` blue-80, padding `4px 10px`, Charlie Text 500 / 13px. Status / NEW / plan labels.
**Violet AI Chip** — bg `#f8eefe`, text `#964ac0` violet-70, padding `4px 10px`, Charlie Text 500 / 13px. Marks AI / Rovo features.
**Record Chip** — bg `#ff613d20` (12% coral), text `#ff613d` coral, padding `4px 10px`, Charlie Text 600 / 13px, with a leading coral dot. The recording-state / live signal.
**Eyebrow Label** — no chrome, just type. Charlie Text 600 / 13px / uppercase / 0.06em tracking, color `#6c6f77` grey-70. Sits above section headlines.
### Inputs / Forms
- Background: `#ffffff`. Border: `1px solid #b7b9be` grey-40. Radius: `8px`. Padding: `10px 12px`.
- Font: Charlie Text 400 / 16px. Placeholder: `#8c8f97` grey-50.
- Focus: `0 0 0 2px rgba(24, 104, 219, 0.30)` blue glow ring, border → `#1868db`.
- Error: border → `#ff613d` coral, helper text in coral below.
- Helper: caption 12px grey-70 below the field.
### Navigation
- Header height `64px`. Background `#ffffff` white (becomes opaque-white with a subtle bottom hairline + shadow on scroll).
- Logo: Loom wordmark + mark, near-black `#101214`.
- Nav links: Charlie Text 500 / 16px, color `#292a2e`, padding `8px 12px`. Hover → `#1868db` blue. Dropdown mega-menus on `Products` / `Solutions`.
- Right-side CTA pair: ghost "Sign in" + blue pill "Get Loom for free".
- Mobile: right-aligned hamburger, full-screen sheet with stacked links and the blue CTA pinned at the bottom.
### Optional Components
**Dropdown / Mega-menu** — bg `#ffffff`, border `1px solid #e4e2e7`, radius `12px`, shadow `rgba(16,18,20,0.10) 0 8px 24px -4px`, padding `16px`. Multi-column with section headers in Charlie Text 600 / 13px.
**Code Block** — Mono 14px, bg `#f8f8f8` grey-10, radius `8px`, padding `16px`, border `#e4e2e7`. Inline code: bg `#f0f1f2`, padding `2px 6px`, radius `4px`.
**Tooltip** — bg `#101214` near-black, text `#ffffff`, radius `8px`, padding `8px 12px`, font Charlie Text 500 / 13px.
**Modal** — bg `#ffffff`, radius `16px`, shadow `rgba(16,18,20,0.14) 0 16px 48px -8px`, max-width `560px`. Backdrop overlay `rgba(0,0,0,0.5)` (the `--thd-color-overlay` token).
**Video Player Chrome** — Loom's signature artifact: a rounded `12px` player with the coral record indicator, soft controls, and a pill-shaped share bar. On the marketing page, demo players sit on an ambient shadow over white.
## 5. Layout Principles
### Spacing System
- **Base unit**: 4px.
- **Scale**: 0, 4, 8, 12, 16, 24, 32, 48, 64, 96 — a clean 4px-based scale with no fractional steps.
- **Density observation**: Loom runs comfortable, unhurried spacing. Headlines float in generous margin; feature cards sit on 24px internal padding and 24–32px gaps. The page never feels cramped.
### Grid & Container
- **Page max width**: `1280px`. Standard SaaS width; content stays centered with white margins beyond.
- **Site gutter**: `clamp(20px, 5vw, 64px)`.
- **Prose width**: capped ~`720px` for comfortable reading.
- **Grid**: 12 columns with 24px gutters. Hero blocks span full width; feature rails span 4–6 columns; integration grids run 3-up or 4-up.
- **Hero treatment**: centered or left-aligned Charlie Display headline, supporting body, blue pill CTA + soft-blue secondary, with a product video / screenshot floating below or beside on ambient shadow.
### Whitespace Philosophy
The white canvas runs edge to edge, broken only by occasional grey-10 (`#f8f8f8`) or blue-10 (`#e9f2fe`) section bands for rhythm. Section gutters run **80–128px** between major blocks; minor blocks sit on 48–64px gaps; intra-section spacing uses 16–32px. The page is structured as a sequence of clean, bright spreads — hero, social proof, feature blocks, AI/Rovo section (violet-washed), use-case grid, testimonial, pricing, footer — each sitting on white or a soft tonal band.
### Section Cadence
- Hero (white + Charlie Display + blue pill + product video) → Logo wall / social proof (grey-10 band) → Feature blocks (white, alternating image-left/image-right) → AI / Rovo section (violet-10 washed) → Use-case grid (3-up cards) → Testimonial (soft card with quote) → Pricing (white, blue-10 highlighted plan) → Footer (white or grey-10, multi-column links).
- Tonal bands (grey-10, blue-10, violet-10) provide rhythm; there are no dark bands on the marketing surface.
- Product videos / screenshots appear repeatedly as the primary visual anchor — Loom shows the product more than it describes it.
## 6. Shapes & Radius Scale
| Tier | Value | Use |
|---|---|---|
| Micro | 2px | Tiny inline chips, decorative ticks |
| Standard (sm) | 4px | Inline code, small tags, checkboxes |
| Comfortable (md) | 8px | Inputs, dropdown items, small buttons |
| Relaxed (lg) | 12px | Cards, video player chrome, dropdowns |
| Large (xl) | 16px | Soft/blue/violet feature cards, modals |
| Pill | 9999px | CTAs, chips, badges, avatars — the brand signature |
Loom's signature radii: **9999px full-pill CTAs / 12px cards / 8px inputs / 16px feature surfaces.** The full-pill on every actionable element is the single strongest shape decision — it sets the friendly, soft, approachable register. Rectangular content surfaces (cards, players) use the comfortable 12–16px ladder so they read as modern-soft without going fully round. Mixed radii within a single primitive are avoided.
## 7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 | Flat — no shadow | Default page surface, hero, body sections |
| 1 | Hairline border (`#e4e2e7`) | Default cards, inputs, dividers |
| 2 | `rgba(16,18,20,0.04) 0 1px 2px` ambient | Subtle lift on screenshots |
| 3 | `rgba(16,18,20,0.06) 0 2px 8px` | Card hover, raised tiles |
| 4 | `rgba(16,18,20,0.10) 0 8px 24px -4px` | Dropdowns, popovers, mega-menus |
| 5 | `rgba(16,18,20,0.14) 0 16px 48px -8px` | Modals, dialogs |
### Shadow Philosophy
Loom's depth comes from **borders first, soft neutral shadows second**. On the white canvas, most cards are defined by a `#e4e2e7` hairline rather than a shadow — flat and clean. Shadows are reserved for genuinely floating UI (popovers, dropdowns, modals) and product screenshots, and they are always soft, diffuse, and neutral black-tinted (`rgba(16,18,20,*)`). The brand never uses colored shadows (no blue or violet glow except on focus rings) and never uses hard drop shadows — both would crack the crisp, bright, screenshot-clean temperature. Product videos float on a barely-there ambient shadow that lets the product's own polish carry the elevation.
## 8. Interaction & Motion
### Easing Curves
- `ease-standard`: `cubic-bezier(0.4, 0, 0.2, 1)` — Material-style; default for hover, focus, color transitions.
- `ease-emphasized`: `cubic-bezier(0.2, 0, 0, 1)` — punchier; modal enter, hero reveal.
- `ease-entrance`: `cubic-bezier(0, 0, 0.2, 1)` — decelerate-in; below-fold fade-ups.
### Duration Buckets
- **Fast (150ms)** — color transitions, focus rings, link hovers.
- **Standard (240ms)** — button hover, card hover, dropdown reveal.
- **Slow (320ms)** — modal enter/exit, section fade-in.
- **Page (420ms)** — route transitions, hero reveal sequences.
### Per-Component Micro-States
- **Button hover (blue pill)**: bg `#1868db` → `#1558bc`; transition `240ms ease-standard`. No scale, no lift.
- **Button hover (soft-blue)**: bg `#e9f2fe` → `#cfe1fd`.
- **Card hover**: subtle `rgba(16,18,20,0.06) 0 2px 8px` shadow fades in; no border change.
- **Link hover**: color `#1868db` → `#1558bc` over 150ms; underline may appear.
- **Input focus**: 2px blue glow ring (`rgba(24,104,219,0.30)`) fades in over 150ms; border darkens to blue.
- **Record indicator**: coral dot pulses gently when live — the one deliberately animated brand element.
### Page Transitions
Friendly, restrained reveal: hero text and product video fade in over 420ms with a small 16px translate-up; below-fold sections use `IntersectionObserver` to fade up at ~85% viewport, 320ms, with the `ease-entrance` curve. Loom favors subtle, professional motion — nothing bouncy, nothing dramatic.
### Reduced Motion
`@media (prefers-reduced-motion: reduce)` — all transitions become opacity-only, durations halved. Translate fade-ups, the record-dot pulse, and any scroll-triggered reveals are disabled; sections snap to final state.
## 9. Accessibility & A11y
### Contrast Pairs
- **`#292a2e` text on `#ffffff` bg**: 12.4:1 — AAA at all sizes (primary body).
- **`#101214` heading on `#ffffff` bg**: 18.1:1 — AAA at all sizes (headlines).
- **`#505258` secondary on `#ffffff` bg**: 7.6:1 — AAA at body sizes.
- **`#ffffff` text on `#1868db` blue button**: 4.8:1 — AA at all sizes, AAA at large (≥18px / ≥14px bold). The blue is calibrated to clear AA for button labels.
- **`#1558bc` text on `#e9f2fe` soft-blue chip**: 6.9:1 — AAA at body sizes.
- **`#964ac0` violet on `#f8eefe` chip**: 5.4:1 — AA at body sizes.
- **`#8c8f97` muted on `#ffffff` bg**: 3.3:1 — AA at large only; reserved for placeholders and helper text, never body copy.
### Focus Indicators
- Default focus ring: `0 0 0 2px rgba(24, 104, 219, 0.30)` blue glow plus a `#1868db` border, with 2px offset.
- The exposed `--tw-ring-color: rgba(59,130,246,.5)` confirms a blue translucent ring as the system default.
- All interactive surfaces have a visible focus state — no `outline: none` without a replacement.
### ARIA Patterns
- **Navigation**: `<nav aria-label="Main">` with skip-link to main content; mega-menus use `aria-expanded` / `aria-controls`.
- **Disclosure**: `<button aria-expanded aria-controls>` for collapsible FAQ and feature sections.
- **Dialog**: `role="dialog" aria-modal="true" aria-labelledby` with focus trap and Esc-to-close.
- **Video player**: native `<video>` controls or a custom player with `aria-label` on play/pause/share, captions track, and keyboard scrubbing.
- **Live regions**: `aria-live="polite"` for form validation; the recording indicator should announce state changes.
### Keyboard Navigation
- Tab order matches visual flow: skip-link → nav → hero CTA → main content → footer.
- All buttons, links, inputs reachable via Tab; modals and mega-menus trap focus until dismissed.
- `Esc` closes modals, dropdowns, and the mobile menu sheet.
- Video players support Space (play/pause) and arrow-key scrubbing.
### Screen Reader Hints
- Product screenshots and demo videos have descriptive alt text / captions explaining the in-product flow shown.
- Color-coded states (violet = AI, coral = recording) carry a text label or icon, never color alone.
- Icon-only buttons (share, settings, record) have `aria-label`.
- The Loom wordmark uses `aria-label="Loom"`.
### Reduced Motion
Honored via the global media query. The record-dot pulse, fade-ups, and scroll reveals become opacity-only or are disabled; durations halve.
## 10. Responsive Behavior
### Breakpoints
| Name | Width | Use |
|---|---|---|
| Mobile | < 640px | Single column, full-bleed sections, ~36px hero |
| Tablet | 640–1024px | 2-column rails, ~48px hero |
| Desktop | 1024–1280px | Full 12-col grid, ~63px hero, 720px prose |
| Wide | 1280–1536px | Site max width hits |
| Ultra | > 1536px | Page locks to 1280, gutters expand |
### Touch Targets
- Minimum tap target: 44×44px (WCAG AAA).
- Buttons: 44px minimum height on mobile (the pill shape keeps comfortable thumb-room).
- Nav link tap area: 44×44px even when visual padding is smaller.
### Collapsing Strategy
- **Header**: full nav with mega-menus at ≥1024px; right-aligned hamburger sheet below.
- **Hero**: ~63px display → ~48px → ~36px across breakpoints. Charlie Display scales down smoothly.
- **Feature blocks**: side-by-side image+text at desktop stack to image-over-text at mobile.
- **Use-case grid**: 3-up / 4-up at desktop, 2-up at tablet, 1-up at mobile.
- **Body width**: ~720px → fluid 90vw at mobile.
- **Section spacing**: 128px → 96px → 64px across sizes.
### Image & Video Behavior
- Product videos use lazy-loaded posters with `aspect-ratio` enforced to prevent layout shift.
- Screenshots use `srcset` 1x/2x; eager on hero, lazy below the fold.
- The video player preserves its 12px radius and controls at all sizes; full-width on mobile.
### Container Queries
Used inside feature cards to switch icon position (icon-left vs icon-top) when card width crosses ~320px, and inside the pricing table to switch from columns to stacked plan cards.
## 11. Content & Voice
### Tone
**Friendly, clear, low-friction.** Loom writes the way a helpful colleague talks — direct, encouraging, never jargony or urgent. The voice centers the core promise: recording and sharing a video is faster and warmer than writing a long message. It is confident (backed by Atlassian-scale trust) but stays approachable and human, the opposite of enterprise-stiff.
### Microcopy Patterns
- **Button verbs**: "Get Loom for free," "Start recording," "Get started," "Contact Sales," "Watch a demo." Sentence case, never all-caps, never urgent.
- **Error messages**: "Something went wrong — try again, or [contact support]." Calm, low-stakes, solution-oriented.
- **Success confirmations**: "Recording saved." "Link copied." Brief and immediate.
- **Loading / processing states**: "Processing your video…" "Generating transcript…" — context-specific, AI-aware where relevant.
### Empty States
What they say: explain the state and offer the next step. *"No Looms yet. Record your first video to get started."*
What they don't say: "Oops!", "Whoops!", apologetic exclamations. Empty states are normal moments, not failures.
### CTA Verb Conventions
- Primary on hero: "Get Loom for free," "Start recording," "Get started"
- Secondary: "Contact Sales," "Watch a demo," "See pricing"
- Footer: "Read the blog," "Help center," "Sign in," "Download"
The brand never uses "Sign up now!" or scarcity-driven urgency. The pitch is ease and trust ("free," "in seconds"), not pressure.
## 12. Dark Mode & Theming
**Light-only on the marketing surface — no dark variant.** The white canvas is the brand's brightness signal; a dark marketing site would lose the clean, trustworthy, screenshot-bright register that distinguishes Loom. The blue, violet, and coral accents are all calibrated against white; porting them to dark would require re-keying contrast across the entire token system.
The **in-product editor and recorder ship their own dark theme** — the token namespace already includes dark rungs (`grey-100` `#292a2e`, `black-neutral` `#1e1f21`, `blue-100` `#1c2b42`, `violet-100` `#35243f`) and `*-dark` semantic mappings, so a dark theme is fully supported at the product layer. That dark theme is documented at the product level, not on the marketing surface. When product screenshots show the dark editor, they sit on the white marketing canvas as artifacts, preserving the page-level brightness.
If a downstream surface needs a dark companion of the marketing system, the rule would be: keep blue, violet, and coral at full saturation; swap white for `#1e1f21` (black-neutral); lift cards to `#292a2e` (grey-100); and use `border-grey` at low opacity for hairlines. The token ladders already support this, but it is not currently shipped on the marketing site.
## 13. Lineage & Influences
Loom's design DNA is **calm, tokenized, enterprise-friendly productivity software** — and since the 2023 Atlassian acquisition, that DNA has explicitly merged with Atlassian's design system. The `--thd-color-*` token namespace, the Charlie Display / Charlie Text family, and the confident `#1868db` blue are all inherited from or aligned with the Atlassian platform. Loom now reads as "part of the workspace you already trust" rather than a standalone creator tool. The white canvas, single-blue discipline, and full-pill components place it firmly in the modern-SaaS-trust tradition — closer to Linear's clarity and Stripe's restraint than to the playful, indie register of early Loom.
What it inherits: Atlassian's tokenized color ladders and Charlie typeface family (the platform-trust signal); the modern-SaaS convention of one confident brand blue on a clean white canvas (Dropbox, Calendly, Zoom lineage); the full-pill CTA shape that softens the enterprise register into something friendly. What it borrows from contemporaries: Linear's whitespace discipline and screenshot-forward layout; Stripe's hairline-border restraint over heavy shadows; Notion's calm, human microcopy voice. What it rejects: dark canvases, gradient meshes, neon AI aesthetics, and creator-playful illustration — Loom chose institutional calm over indie personality.
**Named influences:**
- **Atlassian Design System** — The parent platform: tokenized color ladders, Charlie typeface family, the `#1868db` blue, and the trust signal of platform consistency. *https://atlassian.design*
- **Linear** — Whitespace discipline, screenshot-forward layout, calm modern-SaaS clarity. *https://linear.app*
- **Stripe** — Hairline-border restraint and soft neutral shadows over heavy elevation. *https://stripe.com*
- **Notion** — Calm, human, low-friction microcopy voice for a productivity tool. *https://www.notion.com*
- **Dropbox / Calendly** — The modern convention of one confident brand color on a clean white canvas for trust-forward SaaS. *https://www.dropbox.com*
- **Material Design** — The `cubic-bezier(0.4, 0, 0.2, 1)` standard easing and translucent ring focus conventions. *https://m3.material.io*
## 14. Do's and Don'ts
### Do
- **Do** keep the canvas pure white `#ffffff` — the brightness is the trust signal. No cream, no gradient.
- **Do** use one confident blue `#1868db` for all primary action and links — discipline over variety.
- **Do** make every actionable element a full pill (9999px). The rounded capsule is the brand fingerprint.
- **Do** set headlines in Charlie Display at 700, near-black `#101214`; body in Charlie Text 400 at softer `#292a2e`.
- **Do** reserve violet `#d8a0f7` exclusively for AI / Rovo surfaces — it is a meaning, not a decoration.
- **Do** reserve coral `#ff613d` exclusively for the record / live signal — the one warm, urgent color.
- **Do** define cards with a `#e4e2e7` hairline border, not a shadow. Borders first.
- **Do** pull every color from the token ladder (blue-10…100, grey-10…100, etc.) — no one-off hexes.
- **Do** keep the secondary CTA soft-blue `#e9f2fe` with a near-black label — calm, never competing with primary.
- **Do** let product videos and screenshots carry the story; show the product more than you describe it.
### Don't
- **Don't** introduce a dark canvas on the marketing surface; white is the brand's brightness.
- **Don't** use violet or coral as a generic accent — they are bound to AI and recording respectively.
- **Don't** make the CTA any color but blue; the soft-blue and outline variants are the only alternates.
- **Don't** square off the CTAs. A rectangular button breaks the friendly full-pill register.
- **Don't** use colored shadows (blue/violet glow) except on the focus ring; shadows are soft neutral black.
- **Don't** use a warm grey neutral. The grey ladder is cool with a faint blue undertone.
- **Don't** add a serif or a third type family. Charlie Display + Charlie Text + mono is the system.
- **Don't** use heavy drop shadows for elevation; borders and soft diffuse shadows are the depth language.
- **Don't** shout in the copy ("Sign up now!", scarcity). The voice is friendly and low-friction.
- **Don't** invent off-ladder hexes; every color should map to a `--thd-color-*` token rung.
## 15. Agent Prompt Guide
### Quick Color Reference
```
bg: #ffffff
bg-soft: #f8f8f8
text: #292a2e
text-heading: #101214
brand-blue: #1868db
brand-blue-hover: #1558bc
brand-soft: #e9f2fe
accent-violet: #d8a0f7
accent-record: #ff613d
border: #e4e2e7
on-brand: #ffffff
```
### Example Component Prompts
1. **"Create a hero in Loom style — pure white `#ffffff` canvas, ~63px headline in Charlie Display at weight 700 in near-black `#101214` with `-0.02em` tracking, 18px Charlie Text lede in soft grey `#292a2e` at 1.55 line-height, a primary full-pill CTA in blue `#1868db` with white label plus a soft-blue `#e9f2fe` secondary pill 'Contact Sales', and a product video floating below on a soft ambient shadow."**
2. **"Design a feature card in Loom style — white `#ffffff` background, 12px radius, 1px `#e4e2e7` hairline border, 24px interior padding, 20px Charlie Display 600 heading in `#101214`, 16px Charlie Text 400 body in `#292a2e`, no shadow at rest, gentle `rgba(16,18,20,0.06) 0 2px 8px` shadow on hover."**
3. **"Build a full-pill primary button in Loom style — blue `#1868db` background, white label in Charlie Text 600 / 16px, `12px 20px` padding, 9999px radius, hover to `#1558bc`, active to `#123263`, no border, no scale on hover."**
4. **"Compose an AI / Rovo feature surface in Loom style — soft violet `#f8eefe` background, 16px radius, 24px padding, a small violet pill chip (bg `#f8eefe`, text `#964ac0`) reading 'AI', heading in Charlie Display 600 `#101214`, body in Charlie Text `#292a2e`. Use violet only here — it signals the intelligence layer."**
5. **"Render a recording-state chip in Loom style — full-pill, 12% coral background `#ff613d20`, coral text `#ff613d`, a leading coral dot, Charlie Text 600 / 13px, label 'Recording'. Coral is reserved for the live / record signal only."**
6. **"Create the primary nav in Loom style — 64px white header, Loom wordmark in near-black, links in Charlie Text 500 / 16px (`#292a2e`, hover `#1868db`), mega-menu dropdowns on Products and Solutions, right-aligned ghost 'Sign in' + blue full-pill 'Get Loom for free'. Opaque white with a bottom hairline on scroll."**
### Iteration Guide
1. **Start with pure white, not cream or grey.** If the bg has any tint, you've drifted toward Descript (cream) or a dark-SaaS register. White brightness is the entry ticket.
2. **One blue, everywhere it acts.** `#1868db` for primary CTA and links. Resist adding a second action color — the discipline is the brand.
3. **Make everything a pill.** CTAs, chips, badges, avatars at 9999px radius. A square button collapses the friendly register instantly.
4. **Charlie Display 700 for headlines, Charlie Text 400 for body.** Same family, two optical sizes; confidence comes from weight, not from a serif or a louder color.
5. **Two-tone the type color.** Headings near-black `#101214`, body softer `#292a2e`. The small grey step does the hierarchy work.
6. **Bind violet and coral to meaning.** Violet `#d8a0f7` only for AI/Rovo; coral `#ff613d` only for recording. If either appears decoratively, you've broken the grammar.
7. **Borders before shadows.** Define cards with a `#e4e2e7` hairline; reserve soft neutral shadows for floating UI only.
8. **Calm the verbs.** "Get Loom for free," "Start recording" — friendly and concrete. Drop any urgency or scarcity language.
---
*Theme-toggle audit: score=0, signals=[none]*
1. Visual Theme & Atmosphere
Loom’s marketing site is the visual definition of calm, trustworthy productivity software. The canvas is plain white (#ffffff) — no cream, no gradient mesh, no dark slab — and onto it Loom places one confident blue (#1868db), the custom Charlie sans family, and an abundance of breathing room. The page never raises its voice. Headlines land in Charlie Display at roughly 63px / weight 700 in near-black #101214; body copy sits in Charlie Text at 16px / 1.55 in a slightly softer grey-near-black #292a2e. The single loudest move on the page is the blue full-pill CTA — “Get Loom for free” — and even that is friendly rather than aggressive, its 9999px radius making it read as a soft capsule rather than a hard button.
The defining context is the Atlassian acquisition. Loom is now an Atlassian product, and its palette has converged on Atlassian’s tokenized design system: the page exposes a full --thd-color-* token namespace with a 10-step blue ladder (blue-10 #e9f2fe → blue-100 #1c2b42), parallel violet, grey, yellow, and green ladders, and named semantic tokens. This is enterprise-grade chromatic discipline — every color on the page is a rung on a defined scale, not a one-off hex. The result reads as institutional trust: this is a tool your whole company already uses, IT has already approved, and the brand color is the same calm blue you see across Jira and Confluence. Loom traded indie-creator playfulness for the reassurance of being part of a platform.
The third register is the record signal. Loom is, at its core, the button you press to start recording your screen. The brand reserves a hot coral #ff613d (the --thd-color-record token) for exactly this — the record dot, recording-state chips, the live indicator. It is the one warm, urgent color in an otherwise cool palette, and it appears only when something is being captured. Alongside it, a soft violet #d8a0f7 (--thd-color-violet-30) marks the AI / Rovo intelligence layer — auto-titles, summaries, transcripts. So the page has a clean three-part chromatic grammar: blue for action and trust, violet for AI, coral for recording. Each color means one thing.
Where Descript ships beauty-editorial cream-pink + serif display, and Runway/Pika ship chrome-on-black for cinematic AI, Loom ships the friendly white-and-blue of a workspace tool. The pill-shaped everything — CTAs, chips, badges, avatars — is the entire emotional register: nothing sharp, nothing intimidating, just rounded, approachable surfaces that say “press record and send.” It is software designed to feel like it requires no learning curve.
Atmospheric vocabulary that captures the feeling: calm-white, Atlassian-blue, friendly-pill, Charlie-sans, record-coral, Rovo-violet, tokenized-trust, async-video, workspace-reassurance, no-learning-curve, breathing-room, enterprise-approachable. Every surface lands like a clean product screenshot — bright, legible, unhurried, and quietly confident that you already know how to use it.
Key Characteristics
- Plain white
#ffffffcanvas — no cream, no gradient, no dark slab; brightness is the brand - Custom Charlie Display headlines at ~63px / 700 in near-black
#101214 - Custom Charlie Text body at 16px / 1.55 in soft grey-near-black
#292a2e - One confident Atlassian blue
#1868dbfor all primary action and links - Full-pill (9999px) CTAs, chips, badges — the rounded, approachable shape is the register
- Soft-blue secondary CTA
#e9f2fewith near-black label — calm, never competing with primary - Signature violet
#d8a0f7for the AI / Rovo intelligence layer only - Hot coral
#ff613dreserved exclusively for the record signal - Fully tokenized palette — every color is a rung on a defined 10-step ladder
- Borders define cards, not shadows —
#e4e2e7hairlines over white - Generous whitespace, 80–128px section rhythm — unhurried, screenshot-clean
- Three-color grammar: blue = action, violet = AI, coral = recording — each means one thing
2. Color Palette & Roles
Primary
- bg
#ffffff[→ canvas]: white page canvas, the brand’s brightness. RGB (255, 255, 255). Never tinted — the cleanness is the point. - text
#292a2e[→--thd-color-grey-100]: primary body copy, a soft near-black warmer and gentler than#000. - text-heading
#101214[→--thd-color-black]: headlines, leans true-black for maximum presence against white. - bg-soft
#f8f8f8[→--thd-color-grey-10]: softest panel wash for nested sections. - bg-muted
#f0f1f2[→--thd-color-grey-20]: deeper grey band for alternating section emphasis.
Brand (Atlassian Blue Ladder)
- brand
#1868db[→--thd-color-blue-70/--thd-color-button-fr]: primary CTA, links, focus border. The defining chromatic move. - brand-hover
#1558bc[→--thd-color-blue-80]: hover / pressed state, one step deeper. - brand-active
#123263[→--thd-color-blue-90]: active / deep-press state. - brand-soft
#e9f2fe[→--thd-color-blue-10]: soft hover wash, secondary CTA fill, chip background. - brand-tint
#cfe1fd[→--thd-color-blue-20]: mid tint for hover-on-soft states. - brand-mid
#4d8ced[→--thd-color-blue-50]: mid-bright accent for illustration / data viz. - brand-outline
#a3c3f1[→--thd-color-button-ol]: outline-button border color. - on-brand
#ffffff[→--thd-color-white]: white label on blue. The high-contrast action pair.
Accent (Violet AI Layer + Coral Record)
- accent-violet
#d8a0f7[→--thd-color-violet-30]: signature secondary accent, marks AI / Rovo surfaces. - accent-violet-soft
#f8eefe[→--thd-color-violet-10]: soft violet wash background for AI feature blocks. - accent-violet-mid
#bf63f3[→--thd-color-violet-50]: brighter violet for emphasis within the AI layer. - accent-violet-deep
#964ac0[→--thd-color-violet-70]: deep violet for violet-on-soft text. - accent-record
#ff613d[→--thd-color-record]: hot coral record dot — the one warm, urgent color. - accent-record-soft
#ff613d20[→--thd-color-record-20]: 12% coral wash behind recording-state chips.
The accent layer is strictly meaning-bound: violet only ever means “AI / Rovo,” coral only ever means “recording / live.” Neither is decorative. Using violet for a generic highlight or coral for a CTA breaks the chromatic grammar that lets users read color as state.
Interactive
- link
#1868db[→--thd-color-blue-70]: blue links in body copy, often underlined on hover. - link-hover
#1558bc[→--thd-color-blue-80]: deeper blue on hover. - selected-bg
#e9f2fe[→--thd-color-blue-10]: selected nav item / active row, soft-blue wash. - disabled
#b7b9be[→--thd-color-grey-40]: disabled control text and icons.
Neutral Scale (Grey Ladder)
- grey-10
#f8f8f8— softest wash / page-soft surface. - grey-20
#f0f1f2— section band. - grey-30
#dddee1— strong separator / divider. - grey-40
#b7b9be— input resting border, disabled text. - grey-50
#8c8f97— helper text, placeholders. - grey-70
#6c6f77— captions, metadata. - grey-80
#505258— secondary body copy. - grey-90
#3b3d42— strong secondary copy. - grey-100
#292a2e— primary body text. - black
#101214— headings; black-neutral#1e1f21— emphasized copy.
The grey ladder is cool-neutral with a faint blue undertone — it sits comfortably under the blue brand color without ever picking up warmth. Loom never uses a warm grey; a beige or taupe neutral would crack the clean, cool, screenshot-bright temperature.
Surface & Borders
- surface-0 (page)
#ffffffwhite. - surface-1 (soft)
#f8f8f8grey-10 nested panel. - surface-2 (band)
#f0f1f2grey-20 section band. - surface-blue
#e9f2feblue-10 feature surface. - surface-violet
#f8eefeviolet-10 AI surface. - border
#e4e2e7[→--thd-color-light-border]: default hairline — the primary card-definition device on white. - border-soft
#f1f0f3[→--thd-color-border-grey]: quietest separation, internal dividers. - border-strong
#dddee1[→--thd-color-grey-30]: emphasized separator. - border-input
#b7b9be[→--thd-color-grey-40]: input resting border. - border-brand
#1868db[→--thd-color-blue-70]: focused / active border.
Shadow Colors
Loom’s depth language is borders first, shadows second. On the white canvas, cards are defined primarily by a hairline #e4e2e7 border; shadows are reserved for genuinely floating elements (popovers, dropdowns, modals) and are soft, neutral black-tinted (rgba(16, 18, 20, 0.06) to 0.14), never colored. The brand never uses blue- or violet-tinted shadows; that would muddy the crisp white temperature. Product screenshots typically float on a subtle ambient shadow with the in-product UI shown at native fidelity — Loom trusts the product’s own polish rather than wrapping it in a decorative frame.
Semantic
- success — bg
#efffd6(green-10 wash), text#4c6b1f(green-80), solid#94c748(green-40). - warning — bg
#fff5d4(yellow-10 wash), text#8a5700(yellow-80), solid#ffc716(yellow-30). - danger / destructive — bg
#ff613d20(12% coral wash), solid#ff613d(the record coral, reused for destructive). Note: Loom’s destructive color is the same coral as the record dot — the urgent warm hue does double duty as “live” and “careful.” - info — bg
#e9f2fe(blue-10 wash), text#1558bc(blue-80). Info reuses the brand blue, reinforcing the single-brand-system discipline.
The notable choice: there is no separate “error red” — the coral record token doubles as the destructive color, and info reuses the brand blue. Semantic colors are drawn from the existing token ladders rather than introducing new hues, which keeps the whole page chromatically coherent.
3. Typography Rules
Font Family
- Display:
"Charlie Display", system-ui, -apple-system, "Segoe UI", Roboto, sans-serif— Atlassian’s custom display sans, used at weight 500 / 600 / 700. The face for all headlines. - Body:
"Charlie Text", system-ui, -apple-system, "Segoe UI", Roboto, sans-serif— Atlassian’s custom text sans, optimized for paragraph reading, used at 400 / 500 / 600. - Mono:
ui-monospace, SFMono-Regular, "SF Mono", Menlo, Monaco, monospace— pragmatic system mono stack for code and tabular data. - OpenType features:
liga,kernon both Charlie faces;tnum,zeroon mono for code and stats.
Charlie Display and Charlie Text are a matched display/text pair from the same family — Display is tuned for large sizes (tighter spacing, more contrast), Text for small-size legibility (open apertures, generous spacing). This is the Atlassian house typography, shared across the platform, which is itself part of the “you already trust this” signal.
Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | Notes |
|---|---|---|---|---|---|---|
| Display Hero | Charlie Display | 80px | 700 | 1.0 | -0.03em | Largest hero variant |
| Display LG | Charlie Display | 63px | 700 | 1.05 | -0.02em | The canonical Loom hero (measured ~63px) |
| H1 | Charlie Display | 44px | 700 | 1.1 | -0.018em | Page / major section title (measured ~44px H2 on site) |
| H2 | Charlie Display | 32px | 700 | 1.2 | -0.012em | Major section |
| H3 | Charlie Display | 24px | 600 | 1.25 | -0.005em | Sub-section |
| H4 | Charlie Display | 20px | 600 | 1.3 | 0 | Card heading |
| H5 | Charlie Text | 18px | 600 | 1.35 | 0 | Inline emphasis (switches to text face) |
| Eyebrow | Charlie Text | 13px | 600 | 1.4 | 0.06em | Uppercase section pre-label |
| Body Large | Charlie Text | 18px | 400 | 1.55 | 0 | Lede paragraph |
| Body | Charlie Text | 16px | 400 | 1.55 | 0 | Default body copy |
| Body Medium | Charlie Text | 16px | 500 | 1.55 | 0 | Emphasized body |
| Body Small | Charlie Text | 14px | 400 | 1.5 | 0 | Captions, sidebars |
| Label | Charlie Text | 13px | 500 | 1.4 | 0 | UI labels, form labels |
| Caption | Charlie Text | 12px | 500 | 1.4 | 0.02em | Metadata, timestamps |
| Button | Charlie Text | 16px | 600 | 1.0 | 0 | CTA copy |
| Code | Mono | 14px | 400 | 1.55 | 0 | Inline + block |
Principles
- One family, two optical sizes. Charlie Display for headings, Charlie Text for body — same designer’s intent, two optical cuts. This single-family approach is calmer than a serif/sans contrast and reinforces the “consistent platform” feel.
- Headlines at 700, never lighter. Loom’s display weight is bold (700) — the confidence comes from weight, not size or color. Headlines stay near-black
#101214, body steps down to#292a2e. - Negative tracking scales with size. -0.03em at 80px, -0.02em at 63px, -0.018em at 44px, easing to 0 at 20px and below. Large type is optically tightened; body type sits at natural spacing.
- Body at 16px / 1.55. The web-standard 16px with a generous 1.55 line-height — comfortable, unremarkable, designed to disappear so the product screenshots carry the story.
- Two-tone heading/body split. Headings are true-near-black
#101214; body is the softer#292a2e. The ~2-step grey difference creates hierarchy without changing size or weight. - Eyebrows in uppercase Charlie Text 600 / 0.06em. Short section pre-labels are the only uppercase, tracked-out element — everything else is sentence case.
- No italics in the system. Loom’s voice is plain and direct; emphasis comes from weight (500 / 600), not slant.
- Mono only for code and stats. The system mono stack appears in code blocks and tabular numbers (
tnum), never as a decorative accent.
4. Component Stylings
Buttons
All Loom buttons are full-pill (9999px radius) — the rounded capsule shape is the brand’s defining component signature.
Primary (Blue Pill)
- Background:
#1868db. Text:#ffffff, Charlie Text 600 / 16px. - Padding:
12px 20px. Radius:9999px(full pill). No border. - Hover: bg →
#1558bc; transition240ms ease-standard. - Active: bg →
#123263. - Use: Primary CTA — Get Loom for free, Start recording, Get started.
Secondary (Soft-Blue Pill)
- Background:
#e9f2feblue-10. Text:#101214near-black, Charlie Text 600 / 16px. - Padding:
12px 20px. Radius:9999px. No border. - Hover: bg →
#cfe1fdblue-20. - Use: Twin to primary — Contact Sales, View pricing. Calm, never competes with the blue primary.
Outline (Tertiary)
- Background: transparent. Text:
#1868dbblue. Border:1px solid #a3c3f1(blue-tint outline). Radius:9999px. - Same padding (12×20), font (Charlie Text 600 / 16px).
- Hover: bg →
#e9f2fesoft-blue wash. - Use: Lower-emphasis actions in feature sections, secondary nav.
Ghost (Quiet)
- Background: transparent. Text:
#292a2e. No border. - Padding:
8px 12px. Charlie Text 500 / 16px. - Hover: text →
#1868dbblue. - Use: Nav links, footer, inline secondary actions.
Cards
Default Card
- Background:
#ffffff. Border:1px solid #e4e2e7hairline. Radius:12px. Padding:24px. - Shadow: none — the border does the work.
- Hover: subtle
rgba(16,18,20,0.06) 0 2px 8pxshadow lifts the card off white. - Use: Default feature card — defined by border, not fill.
Soft Card
- Background:
#f8f8f8grey-10. Border: none. Radius:16px. Padding:24px. - Use: Nested feature blocks, testimonials — the grey wash separates it from the white page without a border.
Blue Feature Card
- Background:
#e9f2feblue-10. Border: none. Radius:16px. Padding:24px. - Use: Highlights, integration callouts, plan-comparison emphasis blocks. Pairs with the blue brand.
Violet AI Card
- Background:
#f8eefeviolet-10. Border: none. Radius:16px. Padding:24px. - Use: Rovo / AI feature surfaces only — the violet wash flags the intelligence layer.
Badges, Tags, Pills
All pill-shaped (9999px radius), small, sentence-case or short-label.
Soft-Blue Chip — bg #e9f2fe, text #1558bc blue-80, padding 4px 10px, Charlie Text 500 / 13px. Status / NEW / plan labels.
Violet AI Chip — bg #f8eefe, text #964ac0 violet-70, padding 4px 10px, Charlie Text 500 / 13px. Marks AI / Rovo features.
Record Chip — bg #ff613d20 (12% coral), text #ff613d coral, padding 4px 10px, Charlie Text 600 / 13px, with a leading coral dot. The recording-state / live signal.
Eyebrow Label — no chrome, just type. Charlie Text 600 / 13px / uppercase / 0.06em tracking, color #6c6f77 grey-70. Sits above section headlines.
Inputs / Forms
- Background:
#ffffff. Border:1px solid #b7b9begrey-40. Radius:8px. Padding:10px 12px. - Font: Charlie Text 400 / 16px. Placeholder:
#8c8f97grey-50. - Focus:
0 0 0 2px rgba(24, 104, 219, 0.30)blue glow ring, border →#1868db. - Error: border →
#ff613dcoral, helper text in coral below. - Helper: caption 12px grey-70 below the field.
Navigation
- Header height
64px. Background#ffffffwhite (becomes opaque-white with a subtle bottom hairline + shadow on scroll). - Logo: Loom wordmark + mark, near-black
#101214. - Nav links: Charlie Text 500 / 16px, color
#292a2e, padding8px 12px. Hover →#1868dbblue. Dropdown mega-menus onProducts/Solutions. - Right-side CTA pair: ghost “Sign in” + blue pill “Get Loom for free”.
- Mobile: right-aligned hamburger, full-screen sheet with stacked links and the blue CTA pinned at the bottom.
Optional Components
Dropdown / Mega-menu — bg #ffffff, border 1px solid #e4e2e7, radius 12px, shadow rgba(16,18,20,0.10) 0 8px 24px -4px, padding 16px. Multi-column with section headers in Charlie Text 600 / 13px.
Code Block — Mono 14px, bg #f8f8f8 grey-10, radius 8px, padding 16px, border #e4e2e7. Inline code: bg #f0f1f2, padding 2px 6px, radius 4px.
Tooltip — bg #101214 near-black, text #ffffff, radius 8px, padding 8px 12px, font Charlie Text 500 / 13px.
Modal — bg #ffffff, radius 16px, shadow rgba(16,18,20,0.14) 0 16px 48px -8px, max-width 560px. Backdrop overlay rgba(0,0,0,0.5) (the --thd-color-overlay token).
Video Player Chrome — Loom’s signature artifact: a rounded 12px player with the coral record indicator, soft controls, and a pill-shaped share bar. On the marketing page, demo players sit on an ambient shadow over white.
5. Layout Principles
Spacing System
- Base unit: 4px.
- Scale: 0, 4, 8, 12, 16, 24, 32, 48, 64, 96 — a clean 4px-based scale with no fractional steps.
- Density observation: Loom runs comfortable, unhurried spacing. Headlines float in generous margin; feature cards sit on 24px internal padding and 24–32px gaps. The page never feels cramped.
Grid & Container
- Page max width:
1280px. Standard SaaS width; content stays centered with white margins beyond. - Site gutter:
clamp(20px, 5vw, 64px). - Prose width: capped ~
720pxfor comfortable reading. - Grid: 12 columns with 24px gutters. Hero blocks span full width; feature rails span 4–6 columns; integration grids run 3-up or 4-up.
- Hero treatment: centered or left-aligned Charlie Display headline, supporting body, blue pill CTA + soft-blue secondary, with a product video / screenshot floating below or beside on ambient shadow.
Whitespace Philosophy
The white canvas runs edge to edge, broken only by occasional grey-10 (#f8f8f8) or blue-10 (#e9f2fe) section bands for rhythm. Section gutters run 80–128px between major blocks; minor blocks sit on 48–64px gaps; intra-section spacing uses 16–32px. The page is structured as a sequence of clean, bright spreads — hero, social proof, feature blocks, AI/Rovo section (violet-washed), use-case grid, testimonial, pricing, footer — each sitting on white or a soft tonal band.
Section Cadence
- Hero (white + Charlie Display + blue pill + product video) → Logo wall / social proof (grey-10 band) → Feature blocks (white, alternating image-left/image-right) → AI / Rovo section (violet-10 washed) → Use-case grid (3-up cards) → Testimonial (soft card with quote) → Pricing (white, blue-10 highlighted plan) → Footer (white or grey-10, multi-column links).
- Tonal bands (grey-10, blue-10, violet-10) provide rhythm; there are no dark bands on the marketing surface.
- Product videos / screenshots appear repeatedly as the primary visual anchor — Loom shows the product more than it describes it.
6. Shapes & Radius Scale
| Tier | Value | Use |
|---|---|---|
| Micro | 2px | Tiny inline chips, decorative ticks |
| Standard (sm) | 4px | Inline code, small tags, checkboxes |
| Comfortable (md) | 8px | Inputs, dropdown items, small buttons |
| Relaxed (lg) | 12px | Cards, video player chrome, dropdowns |
| Large (xl) | 16px | Soft/blue/violet feature cards, modals |
| Pill | 9999px | CTAs, chips, badges, avatars — the brand signature |
Loom’s signature radii: 9999px full-pill CTAs / 12px cards / 8px inputs / 16px feature surfaces. The full-pill on every actionable element is the single strongest shape decision — it sets the friendly, soft, approachable register. Rectangular content surfaces (cards, players) use the comfortable 12–16px ladder so they read as modern-soft without going fully round. Mixed radii within a single primitive are avoided.
7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 | Flat — no shadow | Default page surface, hero, body sections |
| 1 | Hairline border (#e4e2e7) | Default cards, inputs, dividers |
| 2 | rgba(16,18,20,0.04) 0 1px 2px ambient | Subtle lift on screenshots |
| 3 | rgba(16,18,20,0.06) 0 2px 8px | Card hover, raised tiles |
| 4 | rgba(16,18,20,0.10) 0 8px 24px -4px | Dropdowns, popovers, mega-menus |
| 5 | rgba(16,18,20,0.14) 0 16px 48px -8px | Modals, dialogs |
Shadow Philosophy
Loom’s depth comes from borders first, soft neutral shadows second. On the white canvas, most cards are defined by a #e4e2e7 hairline rather than a shadow — flat and clean. Shadows are reserved for genuinely floating UI (popovers, dropdowns, modals) and product screenshots, and they are always soft, diffuse, and neutral black-tinted (rgba(16,18,20,*)). The brand never uses colored shadows (no blue or violet glow except on focus rings) and never uses hard drop shadows — both would crack the crisp, bright, screenshot-clean temperature. Product videos float on a barely-there ambient shadow that lets the product’s own polish carry the elevation.
8. Interaction & Motion
Easing Curves
ease-standard:cubic-bezier(0.4, 0, 0.2, 1)— Material-style; default for hover, focus, color transitions.ease-emphasized:cubic-bezier(0.2, 0, 0, 1)— punchier; modal enter, hero reveal.ease-entrance:cubic-bezier(0, 0, 0.2, 1)— decelerate-in; below-fold fade-ups.
Duration Buckets
- Fast (150ms) — color transitions, focus rings, link hovers.
- Standard (240ms) — button hover, card hover, dropdown reveal.
- Slow (320ms) — modal enter/exit, section fade-in.
- Page (420ms) — route transitions, hero reveal sequences.
Per-Component Micro-States
- Button hover (blue pill): bg
#1868db→#1558bc; transition240ms ease-standard. No scale, no lift. - Button hover (soft-blue): bg
#e9f2fe→#cfe1fd. - Card hover: subtle
rgba(16,18,20,0.06) 0 2px 8pxshadow fades in; no border change. - Link hover: color
#1868db→#1558bcover 150ms; underline may appear. - Input focus: 2px blue glow ring (
rgba(24,104,219,0.30)) fades in over 150ms; border darkens to blue. - Record indicator: coral dot pulses gently when live — the one deliberately animated brand element.
Page Transitions
Friendly, restrained reveal: hero text and product video fade in over 420ms with a small 16px translate-up; below-fold sections use IntersectionObserver to fade up at ~85% viewport, 320ms, with the ease-entrance curve. Loom favors subtle, professional motion — nothing bouncy, nothing dramatic.
Reduced Motion
@media (prefers-reduced-motion: reduce) — all transitions become opacity-only, durations halved. Translate fade-ups, the record-dot pulse, and any scroll-triggered reveals are disabled; sections snap to final state.
9. Accessibility & A11y
Contrast Pairs
#292a2etext on#ffffffbg: 12.4:1 — AAA at all sizes (primary body).#101214heading on#ffffffbg: 18.1:1 — AAA at all sizes (headlines).#505258secondary on#ffffffbg: 7.6:1 — AAA at body sizes.#fffffftext on#1868dbblue button: 4.8:1 — AA at all sizes, AAA at large (≥18px / ≥14px bold). The blue is calibrated to clear AA for button labels.#1558bctext on#e9f2fesoft-blue chip: 6.9:1 — AAA at body sizes.#964ac0violet on#f8eefechip: 5.4:1 — AA at body sizes.#8c8f97muted on#ffffffbg: 3.3:1 — AA at large only; reserved for placeholders and helper text, never body copy.
Focus Indicators
- Default focus ring:
0 0 0 2px rgba(24, 104, 219, 0.30)blue glow plus a#1868dbborder, with 2px offset. - The exposed
--tw-ring-color: rgba(59,130,246,.5)confirms a blue translucent ring as the system default. - All interactive surfaces have a visible focus state — no
outline: nonewithout a replacement.
ARIA Patterns
- Navigation:
<nav aria-label="Main">with skip-link to main content; mega-menus usearia-expanded/aria-controls. - Disclosure:
<button aria-expanded aria-controls>for collapsible FAQ and feature sections. - Dialog:
role="dialog" aria-modal="true" aria-labelledbywith focus trap and Esc-to-close. - Video player: native
<video>controls or a custom player witharia-labelon play/pause/share, captions track, and keyboard scrubbing. - Live regions:
aria-live="polite"for form validation; the recording indicator should announce state changes.
Keyboard Navigation
- Tab order matches visual flow: skip-link → nav → hero CTA → main content → footer.
- All buttons, links, inputs reachable via Tab; modals and mega-menus trap focus until dismissed.
Esccloses modals, dropdowns, and the mobile menu sheet.- Video players support Space (play/pause) and arrow-key scrubbing.
Screen Reader Hints
- Product screenshots and demo videos have descriptive alt text / captions explaining the in-product flow shown.
- Color-coded states (violet = AI, coral = recording) carry a text label or icon, never color alone.
- Icon-only buttons (share, settings, record) have
aria-label. - The Loom wordmark uses
aria-label="Loom".
Reduced Motion
Honored via the global media query. The record-dot pulse, fade-ups, and scroll reveals become opacity-only or are disabled; durations halve.
10. Responsive Behavior
Breakpoints
| Name | Width | Use |
|---|---|---|
| Mobile | < 640px | Single column, full-bleed sections, ~36px hero |
| Tablet | 640–1024px | 2-column rails, ~48px hero |
| Desktop | 1024–1280px | Full 12-col grid, ~63px hero, 720px prose |
| Wide | 1280–1536px | Site max width hits |
| Ultra | > 1536px | Page locks to 1280, gutters expand |
Touch Targets
- Minimum tap target: 44×44px (WCAG AAA).
- Buttons: 44px minimum height on mobile (the pill shape keeps comfortable thumb-room).
- Nav link tap area: 44×44px even when visual padding is smaller.
Collapsing Strategy
- Header: full nav with mega-menus at ≥1024px; right-aligned hamburger sheet below.
- Hero: ~63px display → ~48px → ~36px across breakpoints. Charlie Display scales down smoothly.
- Feature blocks: side-by-side image+text at desktop stack to image-over-text at mobile.
- Use-case grid: 3-up / 4-up at desktop, 2-up at tablet, 1-up at mobile.
- Body width: ~720px → fluid 90vw at mobile.
- Section spacing: 128px → 96px → 64px across sizes.
Image & Video Behavior
- Product videos use lazy-loaded posters with
aspect-ratioenforced to prevent layout shift. - Screenshots use
srcset1x/2x; eager on hero, lazy below the fold. - The video player preserves its 12px radius and controls at all sizes; full-width on mobile.
Container Queries
Used inside feature cards to switch icon position (icon-left vs icon-top) when card width crosses ~320px, and inside the pricing table to switch from columns to stacked plan cards.
11. Content & Voice
Tone
Friendly, clear, low-friction. Loom writes the way a helpful colleague talks — direct, encouraging, never jargony or urgent. The voice centers the core promise: recording and sharing a video is faster and warmer than writing a long message. It is confident (backed by Atlassian-scale trust) but stays approachable and human, the opposite of enterprise-stiff.
Microcopy Patterns
- Button verbs: “Get Loom for free,” “Start recording,” “Get started,” “Contact Sales,” “Watch a demo.” Sentence case, never all-caps, never urgent.
- Error messages: “Something went wrong — try again, or [contact support].” Calm, low-stakes, solution-oriented.
- Success confirmations: “Recording saved.” “Link copied.” Brief and immediate.
- Loading / processing states: “Processing your video…” “Generating transcript…” — context-specific, AI-aware where relevant.
Empty States
What they say: explain the state and offer the next step. “No Looms yet. Record your first video to get started.” What they don’t say: “Oops!”, “Whoops!”, apologetic exclamations. Empty states are normal moments, not failures.
CTA Verb Conventions
- Primary on hero: “Get Loom for free,” “Start recording,” “Get started”
- Secondary: “Contact Sales,” “Watch a demo,” “See pricing”
- Footer: “Read the blog,” “Help center,” “Sign in,” “Download”
The brand never uses “Sign up now!” or scarcity-driven urgency. The pitch is ease and trust (“free,” “in seconds”), not pressure.
12. Dark Mode & Theming
Light-only on the marketing surface — no dark variant. The white canvas is the brand’s brightness signal; a dark marketing site would lose the clean, trustworthy, screenshot-bright register that distinguishes Loom. The blue, violet, and coral accents are all calibrated against white; porting them to dark would require re-keying contrast across the entire token system.
The in-product editor and recorder ship their own dark theme — the token namespace already includes dark rungs (grey-100 #292a2e, black-neutral #1e1f21, blue-100 #1c2b42, violet-100 #35243f) and *-dark semantic mappings, so a dark theme is fully supported at the product layer. That dark theme is documented at the product level, not on the marketing surface. When product screenshots show the dark editor, they sit on the white marketing canvas as artifacts, preserving the page-level brightness.
If a downstream surface needs a dark companion of the marketing system, the rule would be: keep blue, violet, and coral at full saturation; swap white for #1e1f21 (black-neutral); lift cards to #292a2e (grey-100); and use border-grey at low opacity for hairlines. The token ladders already support this, but it is not currently shipped on the marketing site.
13. Lineage & Influences
Loom’s design DNA is calm, tokenized, enterprise-friendly productivity software — and since the 2023 Atlassian acquisition, that DNA has explicitly merged with Atlassian’s design system. The --thd-color-* token namespace, the Charlie Display / Charlie Text family, and the confident #1868db blue are all inherited from or aligned with the Atlassian platform. Loom now reads as “part of the workspace you already trust” rather than a standalone creator tool. The white canvas, single-blue discipline, and full-pill components place it firmly in the modern-SaaS-trust tradition — closer to Linear’s clarity and Stripe’s restraint than to the playful, indie register of early Loom.
What it inherits: Atlassian’s tokenized color ladders and Charlie typeface family (the platform-trust signal); the modern-SaaS convention of one confident brand blue on a clean white canvas (Dropbox, Calendly, Zoom lineage); the full-pill CTA shape that softens the enterprise register into something friendly. What it borrows from contemporaries: Linear’s whitespace discipline and screenshot-forward layout; Stripe’s hairline-border restraint over heavy shadows; Notion’s calm, human microcopy voice. What it rejects: dark canvases, gradient meshes, neon AI aesthetics, and creator-playful illustration — Loom chose institutional calm over indie personality.
Named influences:
- Atlassian Design System — The parent platform: tokenized color ladders, Charlie typeface family, the
#1868dbblue, and the trust signal of platform consistency. https://atlassian.design - Linear — Whitespace discipline, screenshot-forward layout, calm modern-SaaS clarity. https://linear.app
- Stripe — Hairline-border restraint and soft neutral shadows over heavy elevation. https://stripe.com
- Notion — Calm, human, low-friction microcopy voice for a productivity tool. https://www.notion.com
- Dropbox / Calendly — The modern convention of one confident brand color on a clean white canvas for trust-forward SaaS. https://www.dropbox.com
- Material Design — The
cubic-bezier(0.4, 0, 0.2, 1)standard easing and translucent ring focus conventions. https://m3.material.io
14. Do’s and Don’ts
Do
- Do keep the canvas pure white
#ffffff— the brightness is the trust signal. No cream, no gradient. - Do use one confident blue
#1868dbfor all primary action and links — discipline over variety. - Do make every actionable element a full pill (9999px). The rounded capsule is the brand fingerprint.
- Do set headlines in Charlie Display at 700, near-black
#101214; body in Charlie Text 400 at softer#292a2e. - Do reserve violet
#d8a0f7exclusively for AI / Rovo surfaces — it is a meaning, not a decoration. - Do reserve coral
#ff613dexclusively for the record / live signal — the one warm, urgent color. - Do define cards with a
#e4e2e7hairline border, not a shadow. Borders first. - Do pull every color from the token ladder (blue-10…100, grey-10…100, etc.) — no one-off hexes.
- Do keep the secondary CTA soft-blue
#e9f2fewith a near-black label — calm, never competing with primary. - Do let product videos and screenshots carry the story; show the product more than you describe it.
Don’t
- Don’t introduce a dark canvas on the marketing surface; white is the brand’s brightness.
- Don’t use violet or coral as a generic accent — they are bound to AI and recording respectively.
- Don’t make the CTA any color but blue; the soft-blue and outline variants are the only alternates.
- Don’t square off the CTAs. A rectangular button breaks the friendly full-pill register.
- Don’t use colored shadows (blue/violet glow) except on the focus ring; shadows are soft neutral black.
- Don’t use a warm grey neutral. The grey ladder is cool with a faint blue undertone.
- Don’t add a serif or a third type family. Charlie Display + Charlie Text + mono is the system.
- Don’t use heavy drop shadows for elevation; borders and soft diffuse shadows are the depth language.
- Don’t shout in the copy (“Sign up now!”, scarcity). The voice is friendly and low-friction.
- Don’t invent off-ladder hexes; every color should map to a
--thd-color-*token rung.
15. Agent Prompt Guide
Quick Color Reference
bg: #ffffff
bg-soft: #f8f8f8
text: #292a2e
text-heading: #101214
brand-blue: #1868db
brand-blue-hover: #1558bc
brand-soft: #e9f2fe
accent-violet: #d8a0f7
accent-record: #ff613d
border: #e4e2e7
on-brand: #ffffffExample Component Prompts
-
“Create a hero in Loom style — pure white
#ffffffcanvas, ~63px headline in Charlie Display at weight 700 in near-black#101214with-0.02emtracking, 18px Charlie Text lede in soft grey#292a2eat 1.55 line-height, a primary full-pill CTA in blue#1868dbwith white label plus a soft-blue#e9f2fesecondary pill ‘Contact Sales’, and a product video floating below on a soft ambient shadow.” -
“Design a feature card in Loom style — white
#ffffffbackground, 12px radius, 1px#e4e2e7hairline border, 24px interior padding, 20px Charlie Display 600 heading in#101214, 16px Charlie Text 400 body in#292a2e, no shadow at rest, gentlergba(16,18,20,0.06) 0 2px 8pxshadow on hover.” -
“Build a full-pill primary button in Loom style — blue
#1868dbbackground, white label in Charlie Text 600 / 16px,12px 20pxpadding, 9999px radius, hover to#1558bc, active to#123263, no border, no scale on hover.” -
“Compose an AI / Rovo feature surface in Loom style — soft violet
#f8eefebackground, 16px radius, 24px padding, a small violet pill chip (bg#f8eefe, text#964ac0) reading ‘AI’, heading in Charlie Display 600#101214, body in Charlie Text#292a2e. Use violet only here — it signals the intelligence layer.” -
“Render a recording-state chip in Loom style — full-pill, 12% coral background
#ff613d20, coral text#ff613d, a leading coral dot, Charlie Text 600 / 13px, label ‘Recording’. Coral is reserved for the live / record signal only.” -
“Create the primary nav in Loom style — 64px white header, Loom wordmark in near-black, links in Charlie Text 500 / 16px (
#292a2e, hover#1868db), mega-menu dropdowns on Products and Solutions, right-aligned ghost ‘Sign in’ + blue full-pill ‘Get Loom for free’. Opaque white with a bottom hairline on scroll.”
Iteration Guide
- Start with pure white, not cream or grey. If the bg has any tint, you’ve drifted toward Descript (cream) or a dark-SaaS register. White brightness is the entry ticket.
- One blue, everywhere it acts.
#1868dbfor primary CTA and links. Resist adding a second action color — the discipline is the brand. - Make everything a pill. CTAs, chips, badges, avatars at 9999px radius. A square button collapses the friendly register instantly.
- Charlie Display 700 for headlines, Charlie Text 400 for body. Same family, two optical sizes; confidence comes from weight, not from a serif or a louder color.
- Two-tone the type color. Headings near-black
#101214, body softer#292a2e. The small grey step does the hierarchy work. - Bind violet and coral to meaning. Violet
#d8a0f7only for AI/Rovo; coral#ff613donly for recording. If either appears decoratively, you’ve broken the grammar. - Borders before shadows. Define cards with a
#e4e2e7hairline; reserve soft neutral shadows for floating UI only. - Calm the verbs. “Get Loom for free,” “Start recording” — friendly and concrete. Drop any urgency or scarcity language.
Theme-toggle audit: score=0, signals=[none]
Drop loom into your project, then ship the actual sections in an afternoon.
1 · install design
npx @webdesignhot/design-md add loom 2 · ship landing page
npx agentkit init --design loom