dark · minimal · sans · ai · video · cinematic · monochrome
DESIGN.md inspired by Luma AI
A cinematic black screening room that opens into a white studio — Graphik set tight, every CTA a full white pill.
By webdesignhot · lumalabs.ai ↗
$ npx @webdesignhot/design-md add luma
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Aave Ghost-soft DeFi — lavender #978fff on white, custom Aave Repro sans, pastel gradients in a usually-brutalist lending space. Accenture Dark hero, white Graphik, and one electric purple — the `>` greater-than mark made into a whole consulting brand. '#a600ff' is always moving forward. Adidas Pure-black sport-utility, AdihausDIN/adidasFG uppercase, three-stripe geometry — the engineering canon for global sportswear. Adobe Creative-suite chrome — paper-white canvas, magenta-to-orange wordmark gradient, and Adobe Clean carrying every product grid. Affirm Honest-money fintech in the dark — indigo #4a4af4 CTAs at near-pill 96px radius, light-weight white headlines, no fine print. AgentKit Three swappable themes for AI agent products — editorial dark, daylight bright, fintech cool-blue. Airbnb Pure-white marketplace canvas with one Rausch coral and Cereal — generous photography, soft pills, modest type. Airtable White-canvas editorial workflow software with full-bleed coral and forest signature cards punctuating a near-black pill-CTA system. Alibaba Electric orange `#ff6a00` + dense merchant grids — the global B2B wholesale floor as a website. Allbirds Oatmeal-canvas eco-minimalism — Geograph sans on warm Amazon Smile-orange CTA, Amazon Ember sans, dense product grids — the canonical everything-store interface. Amazon Web Services Squid-ink navy with Smile-orange CTAs — the densest tile-portal on the cloud-platform internet. American Express White-canvas premium-restraint membership UI — signature Amex Blue accent, near-black editorial type, concierge-tier hierarchy. Anthropic Editorial broadsheet for AI safety — cream canvas, Anthropic Serif body, terracotta clay accent, magazine geometry. Apple White-canvas product theatre — SF Pro Text, 980px pill CTAs, and a single-blue accent system. Apple Music Pink-red gradient hero with album-grid kinesthetics — SF Pro precision, signature `#fa233b` brand pink, glassy dark canvas. Apple TV+ Pure-black cinematic theatre with SF Pro and ruthless minimalism — content as the only voice. Arbitrum Arbitrum Blue on white — Layer 2 chain marketing with Inter sans, structured grids, sophisticated-restraint contrasted with Solana's cinematic. Arc Browser-as-personality marketing — buttery cream canvas, Marlin Soft display, hand-tooled blue-and-coral palette. Are.na Bare grey-and-orange minimalism — a single Helvetica-class sans, hairline borders, and a stubborn refusal to optimise for engagement. Asana Approachable work management in soft purple — Asana Sans at modest weights with a rainbow accent palette and warm sky-tinted whitespace. Astro Cosmos navy canvas with violet-to-orange brand gradient — Mona Sans display, Inter body, Astro''s star-chart MPA framework dressed as an observatory dashboard. ASUS Republic of Gamers red `#cd0000` on black with bold sans — Taiwan engineering meets esports brutalism. Atlassian Enterprise-blue corporate canvas — signature Atlassian Blue, Charlie display type, four-product mark. Audi Vorsprung durch Technik on near-black — Audi Type sans, four-rings precision, and a near-monochrome canvas with `#bb0a30` reserved for sport. Auth0 Twilight-blue dark canvas with TWK Lausanne 300 display + Aeonik body — the original identity-platform aesthetic. Away Editorial travel-luggage DTC — Graphik on white, photography-led, sharp 0px white CTAs over dark hero imagery. Axiom Deep-navy observability with a cyan electric accent — Inter for body, JetBrains Mono for every event label, and a structural grid that reads as logs at planet scale. Axios Smart-brevity in chromatic form — blocky white canvas, Tiempos-flavored Atiza serif, signature `Why it matters:` time-bars and bullet-first prose. Bandcamp Bandcamp Cyan + Helvetica — indie-music marketplace honesty, no streaming-platform polish, no algorithmic carousels. Base Coinbase-adjacent L2 minimalism — coinbaseSans on white, signature electric blue Baseten White canvas with Inter and a signature `#6c5ce7` purple — ML model deployment dressed in approachable workshop chrome. BBC News Signature BBC red (`#bb1919`), Reith Sans + Reith Serif, the global broadcaster authority typography of the world''s public-service news. Bear Off-white canvas, a custom bearsans display, a red bear icon, and tealish handwritten underlines — a Markdown notes app dressed as a Mac Pro magazine. beehiiv Aggressive black-on-yellow newsletter punch — heavy display sans, hyper-flat cards, and a `#ffd60a` highway-yellow that reads like a tabloid front page. Best Buy Yellow price-tag mark, electric blue trust, bold sans — big-box electronics design with Geek-Squad confidence. Binance Trading-floor near-black with a single high-voltage Binance Yellow doing all the brand work — BinanceNova for type, BinancePlex for numbers. Biome A white-canvas Rust toolchain page where one deep azure blue does all the work. Bloomberg Iconic black-orange financial broadsheet — BWHaasHead headlines, AvenirNextPForBBG chrome, terminal-grade data density. Bluesky Sky-blue `#0085ff` on bright white with Inter sans — the AT-Protocol social network rendered as airy, federated, open. Blur Pure-black canvas, neon `#ff8700` orange voltage, and JetBrains-Mono-default everywhere — brutalist NFT trader terminal as competitive instrument. BMW Corporate-blue calm — BMW Type Next on a cream-tinted white, dark navy hero bands, and the M-stripe triplet in reserve. BMW M Performance black on M-blue/M-violet/M-red — the motorsport variant that turns BMW corporate into track-day theatre. Bolt An electric-blue command line for the web — StackBlitz's AI builder on a near-black #1e1e21 canvas, Inter Display, builder's register. Booking.com Deep-blue commerce engine — Bookin Sans on white, yellow CTA voltage, dense booking-funnel maximalism. Booking.com Booking Blue + signal yellow — the deal-finder design language at maximum density, optimized for conversion not contemplation. Bose Pure black canvas, Helvetica restraint, and premium-audio confidence — sound presented as engineering art. Brex Cool grey-blue surfaces, magenta-to-purple-to-indigo gradient, Söhne 600 — fintech as fast, modern, slightly flashy. Brilliant STEM education with playful diagram-energy — warm coral CTA on near-black, custom Brilliant Sans, illustrated geometry as hero. Bugatti French-engineered austerity — pure black canvas, three Bugatti typefaces, and full-bleed photography as the only voltage. Bun Cream canvas with chunky pink accents and the wide-eyed mascot — a JS runtime dressed as a 1970s bakery sign. Buttondown Indie newsletter software in heavy 900-weight Auto Pro — electric `#0069ff` pill CTAs and soft-yellow highlights on a pure-white canvas. Cal.com Open-source calendly with one bold custom font — Cal Sans on a soft `#f4f4f4` paper canvas. Calm Signature `#0066ff` deep blue + Aktiv Grotesk + meditation-deep cool atmospheric calm. Calm Mindfulness in a serif — Calm Cream canvas, soft moonlit blue and forest green, Visby Round display, breathing-pace motion. Capacities Cream-yellow canvas, Inter at 700 with a Crimson Pro serif fallback, and a yellow underline as page ornament — a PKM that thinks like a sketchbook. Capital One Confident-accessible banking — navy authority, one red swoosh, 2px-sharp blue. Cartesia Bright clinical white with a single deep-blue action — voice-AI presented as scientific instrument rather than consumer product. Cash App Electric `#00d54b` green on near-black, Cash Sans monospace-flavoured geometry, and p2p-money youth aesthetic. Casper Cozy DTC sleep brand — Casper navy/indigo ink (`#1e306e`) on a pure-white canvas, deep-navy `#012169` pill CTAs at 32px radius, Calibre body under New Kansas friendly-serif display. Premium that tucks you in. Character.AI Cool zinc canvas, custom atHauss sans, and dark pill CTAs — a roleplay social product dressed in TikTok-grade neutrality. Chase Trust-institutional banking UI — white canvas, near-black ink, bright-blue primary + green secondary CTAs in Open Sans. Chevrolet Gold-cross American classic — Louis sans on white with a `#cd9834` bowtie, a `#003876` corporate blue, and Camaro/Corvette red drama in reserve. CircleCI Light-content CI/CD platform — near-black hero, Inter sans, navy chrome with a restrained CircleCI-green accent. ClassPass Wellness-marketplace energy — coral-pink CTA on warm white, GT America sans, photographed-class-as-hero pattern. Claude.ai Cream paper canvas, Anthropic Sans for body and Anthropic Serif for the headline — an AI assistant set in literary type. Clerk Geist + Suisse on near-black canvas with `#6c47ff` violet CTA — the drop-in-auth dev-tool aesthetic. ClickHouse Near-pure black canvas with electric yellow as the brand voltage — database performance dressed in voltmeter chrome. Cloudinary Media-API technical infrastructure in confident blue — Inter at modest weights with a deep navy-blue brand and a single chromatic accent for media moments. CodeRabbit Near-black AI-review canvas — warm CodeRabbit orange accent, Plus Jakarta Sans, sharp 4px white CTAs. CodeSandbox Pale-lime electricity on a Cohere Stark white editorial canvas with deep green-black product bands and a CohereText/Unica77 type split. Coinbase Institutional-grade calm — pure white canvas, a single Coinbase Blue, and Coinbase Display set at weight 400 instead of 700. Composio Near-black canvas with deep-electric-blue voltage and a 2x2 terminal-mockup hero — agent infrastructure dressed as developer instrumentation. Corsair Yellow `#ffff00` lightning on black with Roboto — RGB-everything peripherals and PC components. Costco Warehouse blue + signature red, Helvetica utilitarian — bulk-buying signage translated to web. Coursera University-blue `#0056d2` on warm-white parchment with Source Sans — the canonical online-degree marketplace. Cursor Warm cream IDE-marketing — `#f7f7f4` canvas, `#26251e` ink, custom CursorGothic display, JetBrains Mono code, vivid orange accent. CVS Health CVS-red heart on a clean white canvas — custom CVS Sans, near-black ink, trustworthy healthcare clarity. Databricks Signature Databricks Red Datadog NationalWeb on white with the iconic `#632ca6` purple — observability dressed as an enterprise dashboard, structurally dense, chromatically restrained, multicolour where the data demands it. Deel A warm dark canvas with electric coral and orange accents — global payroll dressed as a confident product portrait. DeepSeek Deep-blue Chinese-tech minimalism — a research lab dressed in `#4d6bfe` and stark white space. Deliveroo Deliveroo Teal on white — food-delivery design at maximum saturation, custom Roo Sans, kangaroo-mark mascot energy. Dell Pragmatic blue `#007db8` with custom Roboto-derivative — business-first PC commerce since the dorm room. Deloitte Big-4 gravitas — pure-white canvas, true-black ink, Open Sans at light 300, and the signature green dot. Delta Air Lines Whitney sans on near-white, Delta navy + signal red — the Hartsfield-Jackson aircraft livery translated to web typography. Deno Inkwell black on warm white with the dinosaur mascot — TypeScript runtime as Eric Carle children's book. Descript Cream-pink canvas, a custom Brett display serif, and a wine-dark CTA — an AI video editor that ships like a magazine. Discord Indigo-ground hangout — gg sans body, ABC Ginto Nord display, 12-16px tile radii, white pill CTAs. Disney+ Deep navy gradient streaming hall with custom Inspire display sans and the unmistakable Disney+ wordmark arc. DoorDash Signature red-orange CTA, custom DoorDash Sans, delivery-funnel commerce — the dominant on-demand local marketplace. Duolingo Owl-green confidence and DIN-Round buttons that lift like candy — the gamified language app distilled to four colors and one mascot. dYdX Pure-black canvas, Satoshi-compressed display, and one signature indigo-purple #7774ff CTA — a pro-trader perps terminal as a brand. Dyson Engineering-greyscale on white — Dyson Futura Light at 44px (weight `300`, never bold), body ink `#333` not pure black, zero-radius CTAs with a fluid-dynamics ripple hover, and a single magenta accent reserved for haircare. The web brand of an engineering company that refuses to look like a marketing site. ElevenLabs Near-black voice-tech ground with white voice-wave aesthetic — Inter at studio scale, pill CTAs, and a single saturated accent that reads as both wayfinding and brand. Emirates Custom-serif luxury — Emirates red on light grey, gold accents, Fly Better editorial calm. Epic Games Pure-black canvas with custom Brutal Type / Heading Now display — Fortnite-saturated marketing meets PC-storefront merchandising. Ethereum Off-white canvas, ethereum-blue `#1c64f2` voltage, and Inter + serif duet — community-owned protocol as open documentation. Etsy Burnt-orange CTA, Graphik humanist sans, handcrafted-warmth aesthetic — the marketplace for makers and small batch. Everlane Pure white canvas, Maison Neue Book, near-black ink — radical-transparency DTC minimalism. Excalidraw Literal hand-drawn whiteboard — wobbly SVG strokes, Virgil-style handwriting, and a deliberately primitive UI that turns digital sketching into nostalgia. Expedia Navy commerce + Mango yellow voltage — Expedia Sans, dense travel-funnel density with One Key loyalty colour-coding. fal Pure white canvas, focal display at 120px, and near-black #252527 CTAs — generative-AI inference at editorial scale. Fantastical White paper, Effra geometric sans, full-round blue pills, and a rainbow of app-icon glass squares — a calendar app marketed like Apple''s Pro Apps. Ferrari Cinematic editorial in near-black — Rosso Corsa restraint, FerrariSans 500, and full-bleed cavallino photography. Figma Bright multi-color section bands with figmaSans display and figmaMono eyebrows — a marketing site that designs in scenes. Financial Times Salmon-pink page (`#fff1e5`) — the world''s most recognizable newspaper background, paired with Financier display + MetricWeb sans for global markets coverage. Fireworks AI Light canvas with Inter sans and a signature `#6720ff` purple-amber-orange spark — fast-inference platform dressed in speed-of-light kinetic chrome. Fly.io Mackinac display + Fragment Mono on a violet-saturated canvas — a PaaS that dresses like a small-press magazine. Ford American-truck heritage in corporate blue — Antenna sans, oval-script wordmark, and a deep `#003478` voltage that has carried the brand since 1927. Fortnite Battle-royale design at maximum saturation — neon yellow + electric blue on near-black, Burbank Big condensed display, season-driven brand kaleidoscope. Framer Black-on-white maximalism with electric gradient floods — Inter Display at heroic sizes, motion as a first-class material. Frontegg PP Neue Machina display + Neue Montreal body — plug-and-play user-management with deep-blue gravitas. Gemini (Google) Blue-into-violet gradient, Google Sans, soft Material 3 surfaces — Google''s house style applied to a chat interface. Ghost Warm-cream content CMS aesthetic — Inter for chrome, a soft serif for the writing surface, and a single confident green for action. GitHub Dark-canvas developer-platform marketing — Mona Sans variable headings, lime-green accent, near-black ground. GitHub Copilot Pure-white canvas, pure-black inverted CTAs, Mona Sans display — GitHub's editorial confidence applied to AI tooling. GitLab Light DevOps-platform marketing — GitLab Sans, near-black ink, oversized 96px headlines, tanuki-orange accent. Gitpod Editorial dev-tool calm — light canvas, near-black navy text, ABC Diatype sans + Martina Plantijn serif, 8px radius. Glif Near-black Manrope on near-white, anchored by one confident green CTA — a playful creative-agent canvas. Glossier Post-pink austerity — white canvas, single-family Apercu, 0px radius rectangles. The brand that invented millennial-pink chrome in 2014 has retired pink to a footer wash and a single badge color. Grafana Dark observability canvas with the iconic `#f46800` orange — Inter for body, Roboto Mono everywhere a label hides, multi-colour chart palette ripped straight from a real dashboard. Granola White paper, a custom Quadrant book serif, and an olive-green CTA — an AI notepad that dresses like a stationery shop. Graphite Near-black developer canvas — Matter type, near-white ink, one clean blue, 8px CTAs. Groq Warm off-white canvas, light-weight Space Grotesk, and a single hot `#f43e01` orange — speed-obsessed AI inference. Grubhub Friendly red-orange CTA, Sentinel display + Avenir body, dense delivery-app commerce — the long-running incumbent. Gumroad Hot pink `#ff90e8` on cream, ABC Favorit at 96px, hard black borders and offset shadows — neo-brutalist creator commerce. Gymshark Pure white canvas, black ink, Montserrat bold display over Roboto body — every CTA a fully-rounded 56px pill. HashiCorp Black canvas hosting a per-product color portfolio — Terraform purple, Vault yellow, Consul red, Waypoint cyan — multi-product identity made literal. Hashnode Developer publishing platform — deep navy canvas, electric blue brand, Inter sans + JetBrains Mono code chrome. HBO Max Deep purple-black premium streaming canvas with custom Sharp Grotesk and the unmistakable Max wordmark. Headspace Signature `#ffac1d` orange + custom round display + meditation-friendly playful warmth. Height AI-PM workspace dressed in chalk pastels — Inter at modest weights over a near-paper canvas, with a single confident accent and an AI-purple voltage moment. HEY Warm-white canvas, deep purple-ink, and a crayon-box of saturated pastels — opinionated email dressed as a friendly poster. Hilton Hilton Blue on white — confident-contemporary hospitality with Söhne-adjacent sans, blue-on-white photography-led layouts. Honda Reliability-first restraint — HondaGlobalFont on white, signature red HP Cyan-blue `#0096d6` HP-circle on white with Forma DJR — the 84-year-old technology brand''s mainstream face. HubSpot Warm coral-orange (#FF7A59) on a near-white canvas, a humanist sans set generous and round, and a brand voice that turned inbound marketing into a methodology. Hugging Face AI community canvas — deep blue-black ground, Source Sans Pro headlines, pill auth + 8px tile cards. Hulu Near-black canvas anchored on Hulu Green `#1ce783` with Graphik sans — the bright, cable-meets-streaming UI. Hume AI Warm cream canvas, custom Fellix type, and near-black pill CTAs — voice-AI research presented with humanist calm rather than tech coldness. Hyperliquid Near-black IBM Carbon Design System made literal — pure-white canvas, IBM Plex Sans at light 300, square corners, and one assertive `#0f62fe` blue. Ideogram A bright white canvas with a single saturated violet cue — a typography-first AI image tool that lets the gallery do all the talking. IKEA Yellow `#ffdb00` on blue `#0058a3`, Noto IKEA sans, Swedish-democratic-design retail at planetary scale. Instacart Grocery-shopping-list practical — Instacart Sans on white, signature carrot green JetBlue JetBlue Blue on white — friendly aviation with a custom rounded sans, Mint cabin orange accent, lower-case microcopy. Jupiter Jupiter lime on near-black — Solana DeFi aggregator with Inter, a cat-in-space mascot, and playful pill-CTA energy. Kagi A premium search engine dressed in warm cream and Plex — the indie answer to ad-funded search. KAYAK Burnt-orange flight-search density — Open Sans on white, comparison-engine maximalism, price-graph data viz. Khan Academy Signature `#14bf96` mint green on white with Lato sans — free-for-everyone education in a warm, encouraging register. Kinde White canvas with Inter 72/500 display + dev-friendly pink-coral accent — the approachable auth-billing-access platform. Kit A cream newsletter canvas with a custom KitSans display, a Libre Franklin secondary, and a pastel-rainbow chip set — the editorial register reborn from ConvertKit. Klarna Klarna PINK `#ffa8cd` on white, near-black navy `#0b051d` ink, Klarna Title at billboard scale. Kraken Kraken Purple `#7132f5` on white — Kraken-Brand display + Kraken-Product UI for a calmer, less-bombastic crypto exchange. Krea A pure-black studio with Suisse Intl set quietly at 60px — a creative-AI gallery that lets the work and the cobalt CTA carry the colour. Lamborghini Cathedral of darkness — true black canvas, Lamborghini Gold accents, and LamboType angled-terminal display. LangChain Deep navy canvas with Inter precision and a quietly confident teal accent — agent orchestration dressed as engineering documentation. Ledger White canvas, Inter at rest, and one unmistakable Ledger Orange on full-pill CTAs — security made calm. Lego Lego Yellow + Red on white — primary-color toy theatre, custom Lego Sans, brick-as-hero photography. Lemon Squeezy A dark hero with white Circular display, signature lemon-yellow Leonardo.Ai A pure-black cinematic canvas where ufficioDisplay headlines and white full-pill CTAs frame generative imagery — a film studio's title card, Canva-owned. Linear Dark-canvas product surface — pure-black ground, indigo accent, custom Inter weights, pill CTAs. LiveKit Realtime audio-video infra — Public Sans 300 weight on near-black, signature cyan LlamaIndex White canvas with Inter and a signature `#1b9aff` blue — RAG infrastructure dressed as a clean technical reference card. Logitech Soft consumer-tech blue gradients with Brown sans — design for the way you work, play, and create. Lovable Pink-into-violet gradient on white — vibe-coding dressed in playful, friendly chromatics. Lowe's Signature navy blue on white canvas — residential-DIY warmth rendered as big-box retail. lululemon Quiet-luxury athleisure — Saans variable on bone-off-white, off-black ink (`#140f0f`, not pure black), pill CTAs on square product cards, mixed-case sentence-cased headlines tracked −4px. The athletic brand that murmurs. Magic Eden Mint-cream canvas, magenta-mint accent duet, and a custom Foundry display — Solana-native marketplace as boutique gallery. Mailchimp Cavendish-yellow chunkiness — a custom display serif (Cooper Light), the signature `#ffe01b` block, and a brand voice that hugs you while it ships campaigns. Marriott Luxury-hospitality restraint — Caudex serif for editorial moments, off-white canvas, gold-bronze CTA, photographed-resort hero. Mastercard Cream-canvas editorial fintech, circular-portrait orbits, MarkForMC at 450 weight — institutional-but-warm payments brand. MasterClass Pure-black cinema with custom display serif and editorial reverence — celebrity-instructor learning as a premium streaming product. Medium Editorial reading-first publishing — magazine-grade serif body, GT Super display, signature green-on-white pill CTAs. Mercedes-Benz Three-pointed-star authority — MBCorpo on near-black canvas, silver-blue Mercury A near-pure white canvas with a literary serif headline and a signature mercury-mint accent — banking dressed as a quiet magazine. Meta Optimistic blue (#0467df) on a white corporate canvas — Optimistic Display headlines, generous space, social-platform conglomerate at rest. MetaMask Foxy Orange on white — Ethereum wallet design with custom MM Sans, 8-bit fox mascot, friendly-utility voice. Microsoft Fluent surfaces — off-white canvas, Segoe UI Variable Display, and a Cortana-blue action color carrying every product. Midjourney A deep cosmic canvas where JetBrains Mono headlines float over a wide-gamut OKLCH rainbow — a research lab dressed as a chapel. MiniMax Stark monochrome canvas broken open by vibrant gradient product cards — coral, magenta, blue, purple as model identity. Mintlify Documentation-platform marketing — pure white canvas, mint-green accent, Inter at tight tracking, near-black pill CTAs. Miro Canary-yellow Mistral Butter-yellow canvas, Arial as a deliberate anti-tech statement, and zero-radius rectangles — French AI as a brutalist art-school manifesto. Modal Serverless GPU infra in lime-green — `#0c0c0c` canvas, electric `#7fee64` accent, custom Modal Mono on every chip and code block. Monday.com Project management in confident red-pink — Poppins display at bold weights with a colorful saturated palette and a playfully energetic visual rhythm. MongoDB Signature MongoDB green Monzo Hot Coral `#ff4f40` on bright white, MonzoSans humanist geometry, and a transparent challenger-bank warmth. Motion AI-calendar productivity in green-and-purple — Inter at modest weights with a green-to-purple voltage gradient signaling the AI scheduler, anchored by a clean white canvas. MSI Dragon-red `#ff0000` on jet black with bold display sans — the Taipei dragon-heritage gaming hardware brand. Mux Video API for developers — Aeonik on light-cream, Rotonto display, JetBrainsMono CTAs, sharp 0px corners. MyFitnessPal Fitness-tracking utility — MFP Blue on white, Inter sans, dense calorie-and-macro grids, conversion-first navigation. Neon Serverless Postgres dressed in late-night green — a near-black canvas with a single electric mint accent. Netflix Pure-black streaming theatre with signature `#e50914` red and Netflix Sans — the canonical media-tile grid. Nike Pure black, pure white, Helvetica Now — pill CTAs and full-bleed athletic photography on a single soft cloud gray. Nintendo Joyful red on paper-white — Nintendo's site is the toy-aisle of the web, illustration-rich and refusal-of-darkness intentional. Notion Off-white canvas with Lyon serif accents and a custom NotionInter — a workspace dressed as a literary magazine. Nubank Roxo #8d0de3 as the whole brand — white nuSansDisplay on dark purple, 999px pill CTAs, anti-bank warmth. Nuxt Forest-green `#00dc82` glow on a near-black canvas — Vue-flavored warmth dressed for the cosmos. NVIDIA Engineering-grade canvas — pure black hero / paper-white body / one violently saturated `#76b900` green that carries every CTA and corner square. Obsidian Near-black canvas, near-white text, a single electric-purple CTA and a crystal mark — a local-first knowledge base that looks like the editor it ships. Omnivore Open-source read-it-later — near-white reading canvas, focused emerald-on-paper brand, archival elegance after the Eleven Labs sunset. On Swiss-engineered monochrome — true-black ink on white, custom On sans, bold 700 heads and 40px full-pill CTAs. OpenAI Pure white canvas, OpenAI Sans set in calm 500-weight, and a single black pill for the only action that matters — try ChatGPT. OpenRouter Pure-black canvas with custom display typography and pragmatic mono — LLM-router infrastructure dressed as a terminal billing dashboard. OpenSea Pure-black canvas, electric `#2081e2` blue, and Inter at trader-pro density — the original NFT marketplace as financial terminal. Optimism Pure-white canvas, signature `#ff0420` red voltage, and Inter at confident L2 register — Ethereum rollup as bold optimistic infrastructure. Ory White canvas with Inter 48/400 display + signature deep-navy `#0f172a` CTA — open-source-first identity for technical teams. Oura Pure-black canvas with Inter precision and gold-stamped scores — the premium-ring health-precision aesthetic. Paddle Merchant-of-record calm — condensed serif headlines on a near-black canvas with warm cream and sand CTAs. Paper Website A literal sheet-of-paper website — single literary serif, off-white sheet canvas, narrow reading columns, ink-blue links. Patagonia Outdoor-cooperative editorial — Futura sans on cream, ranger-station palette, photography-led story-first marketing. Patreon Patreon Coral on white — creator-economy patronage with Söhne sans, photographer-led marketing, mid-2024 brand refresh language. PayPal Dual-blue corporate trust — PayPal Sans Big over white, with a deep-navy ink and a sky-blue counterpoint. Peloton Signature `#cb1e4e` red on midnight ink, Inter display, instructor-led premium-fitness storefront. Perplexity Cream paper canvas, custom pplxSans, and the unmistakable Tropic-cyan accent — a reference-library answer engine dressed in warm tones. Phantom Phantom Purple on near-black — crypto wallet design that respects the user's intelligence with editorial restraint. Picoko Warm-white canvas, weight-900 Outfit, and one blazing pink — product photography reimagined in seconds. Pika A cream-canvas AI video studio in custom Telka type, with peach and black pill CTAs. Pinecone White canvas with Inter and a signature `#1cb0d0` cyan — vector database technical-marketing dressed in clean blueprint chrome. Pinterest Masonry feed as product, restrained chrome around it — white canvas, near-black text, Pinterest red reserved for action. Pitch Enormous Mark Pro headlines on a black hero, then a clean white workspace — violet Plaid Pale blue trust on white, classical Stripe-adjacent type, and a Benjamin-Franklin-as-mascot moment of personality. Plain B2B support tool with a Dinamo grotesk and a single radioactive `#1ad379` action — Linear-restraint applied to support. PlanetScale Pure-black canvas, blood-red accent, mono-set numerals — a database brand styled like a financial terminal. PlayStation Sony's Cinema-Black canvas with PS Blue and a custom SST sans — gaming-as-cinema, premium hardware in editorial restraint. Polar Dev-tool obsidian — 8rem editorial display headlines, indigo accents, Louize serif moments. Polygon Deep purple `#8247e5` voltage, soft surface ladder, and Inter at enterprise calm — Ethereum L2 as institutional infrastructure. Porsche Engineering-purity black-on-white — Porsche Next at 96px regular, Rosso PostHog Cream-canvas analytics with mustard-yellow CTAs and IBM Plex — open-source craft, not SaaS gloss. Postmark Postal-yellow #ffde00 + warm-black #1c1d1f + paper-white canvas — the transactional email API designed like a friendly post office sign. Prime Video Amazon-blue streaming canvas with Ember sans and the dense, utility-first marketplace UI vocabulary. PropelAuth White canvas with SF Pro Rounded display 60/900 + deep-navy ink — B2B multi-tenant auth with Apple-tinted polish. Quizlet Study-buddy design — Quizlet purple-blue on white, custom Hurmes Geometric, flashcard-as-hero pattern. Qwik Electric purple-to-blue gradient on near-black — resumable execution dressed as a lightning bolt. Railway Ship software peacefully — IBM Plex Serif headlines on a deep eggplant canvas, with a single confident violet for action. Rainbow White canvas, SF Pro Rounded Black at 96px, and a pink-orange-blue-purple rainbow — the friendliest Ethereum wallet onchain. Raindrop.io White paper, system-ui sans, soft watercolor blob backgrounds, and a vivid `#0b7ed0` blue CTA — a bookmark manager that ships like a creative-tool sketch. Ramp Off-yellow `#fcfb70` and black-on-white editorial — finance ops dressed as a printed annual report. Rare Beauty Soft lavender on cream — Selena Gomez's beauty brand with mental-health-aware editorial restraint and serif-led product cards. Raycast Near-black canvas, glowing keycaps, monospaced shortcut chips — a marketing site that thinks like a launcher. Razer Neon `#44d62c` snake-green on jet black with Roboto — the For Gamers, By Gamers visual signature. Readwise Pastel-orange book-club warmth — soft cream canvas, friendly Tiempos serif accents, and a tangerine that signals 'this is your library.' Recraft A jet-black studio where ABC Gravity Condensed slams the headline at weight 900 and a single electric-lime CTA does all the shouting. Reddit Front-page-of-the-internet orange — community-card density, IBM Plex Sans display, and a confident Remix Signature `#3992ff` blue on pure white with Inter — a nested-routes web framework dressed as a manifesto poster. Render Lavender on white — a PaaS that swapped Heroku purple for a candy-bright #8a05ff and kept the airy whitespace. Replicate AI-API marketing — light page chrome, dark hero canvas, rb-Freigeist Neue display, JetBrains Mono code, sharp 0px corners. Replit Saturated turquoise on `#0e1525` ink — the cloud-IDE aesthetic with IBM Plex DNA and a JetBrains Mono soul. Resend Pure-black canvas with Domaine Display serif at 96px and Commit Mono code chips — email infra that thinks in italics. Retool Pragmatic blue #3a55fc + Inter + dense product mocks — the internal-tool platform that designed itself like a well-organised admin panel. Reuters Global newswire restraint — signature orange (`#ff8000`), Knowledge Medium custom sans, broadsheet rigor for the world''s oldest news agency. Revolut Dark Aeonik Pro hero, white Inter content, near-black `#191c1f` ink, fully-pill CTAs and gradient-accented fintech sleekness. Riot Games Crimson `#d13639` red on near-black with custom Riot Beam display — esports-tournament drama and competitive-MOBA editorial. Ritual Visible-supply-chain wellness — white lab canvas, Ritual Navy #142b6f everywhere, CircularXX, 25px rounded CTAs, warm yellow as the one accent. Rive Chunky animated display type and saturated playful colour — interactive graphics platform that wears its motion design on its sleeve. Robinhood Chartreuse `#CCFF00` lime on a black `#000` canvas, Martina Plantijn serif headlines paired with Capsule Sans Text — financial-editorial register, not tech-app sans. Roblox Bright `#ed1d24` red on white with Builder Sans — the youth-block-builder playground turned multi-billion-game social platform. RunPod Deep slate canvas with Inter and a signature `#673ab7` purple — accessible GPU cloud dressed in friendly developer chrome. Runway A near-black research canvas with ABC Normal headlines pulled tight at -2.5px — a film studio, an ML lab, and a brutalist gallery in one shell. Salesforce Cloud-trust dashboards — Salesforce Sans on a sky-blue ground, with Astro the bear standing guard over a dense CRM portal. SAP Enterprise-ERP precision in cobalt — SAP72 sans, signal-blue accents, and a calm white canvas built for trust. Segment Twilio Segment's customer-data-platform canvas — Whitney SSm humanist sans, navy-on-white, single confident `#1866ee` blue. Semafor Paper-cream canvas (`#f8f5d7`) with FeatureFlatHeadline serif and signature flag-style topic columns — global-news editorial built for the post-Twitter era. SendGrid Functional API-blue on white — the email-platform dashboard aesthetic, now folded under the Twilio umbrella. Sentry Deep-aubergine observability — Dammit Sans display, Rubik body, JetBrains Mono code, signature violet #7553ff and pill CTAs. shadcn/ui Copy-paste components in pure black-on-white — the most influential design system not actually shipped as a library. Shopify Dark-first commerce theatre — 96px NeueHaasGrotesk at weight 330, electric mint focus rings, and stacked multi-layer shadows. Shortwave A dark AI-email canvas with Poppins display weight and one electric blue — Inbox rebuilt by the people who built it. Signal Privacy-first messaging in `#3a76f0` Signal blue with Inter sans — minimal, ad-free, end-to-end-encrypted by default. Slack Aubergine workspace marketing — Salesforce-Avant-Garde headlines, all-caps 4px CTAs, white canvas with `#4a154b` accents. Snowflake Deeper cyan Solana Solana Gradient + Diatype on near-black — Layer 1 chain marketing as cinematic experiment, magenta-purple-cyan brand prism. SolidJS Deep navy with a blue-to-cyan brand gradient — reactive primitives dressed as a circuit diagram. Sonos Pure black canvas, Inter typography, and audio-system minimalism — speakers presented as gallery objects. SoundCloud Signature `#ff5500` orange on `#f2f2f2` paper with Interstate sans — waveform-first audio social UI. Sourcegraph Near-black code-intelligence canvas — PolySans display, coral-red accent, big quiet headlines. Southwest Airlines Heart-warm low-cost airline — Southwest Sans on light grey, yellow CTA voltage with navy ink, sharp 2px corners. SpaceX Pure-black cinematic photography, D-DIN aerospace stencil type, ghost-button minimalism — the interface disappears. Spotify Electric `#1ed760` green on near-black canvas with Spotify Mix sans — the canonical streaming-audio tile grid. Square Pure black on pure white, Square Sans grids, and retail-POS minimalism — commerce as black-and-white geometry. StackBlitz Electric blue `#1574ef` on a graphite `#1c1f25` canvas — the in-browser IDE that built Bolt. Starbucks Forest-green storefront — SoDoSans, full-pill buttons, warm-cream canvas, and a floating Frap CTA the brand calls home. Steam Deep blue-gray `#1b2838` with Motiva Sans — the utilitarian PC-gaming library that runs the world's largest digital storefront. SteelSeries Esports orange `#ff6900` on near-black with Inter — Danish precision peripherals for competitive play. Storybook Open-source frontend workshop — white canvas, Nunito Sans, dark hero band, and the signature coral-pink brand mark. Strava Signature `#fc4c02` orange + Inter on white — endurance-athlete data-driven storefront with map-overlay heritage. Stripe Editorial fintech polish — light Söhne headlines at weight 300, navy-not-black text, signature `#533afd` purple CTAs. Stytch Paper-cream canvas with Booton display + Chivo Mono body — passwordless-modern auth, joined Twilio. Substack Magazine-on-the-internet — Spectral serif body at 19px, Cahuenga display, signature `#ff6719` orange CTAs. Suno A near-black booth with cream Neue Montreal and a hot-pink cue light — a music studio, a record sleeve, and a chat app fused into one canvas. Sunsama Thoughtful daily planning in warm cream and ink — Inter at modest weights over a paper-cream canvas with sage and rose accents and a calm, unhurried voice. Supabase Off-black canvas, signature emerald `#3ecf8e`, Circular as display, Postgres-grade type discipline. Superhuman White paper canvas, a custom Super Sans variable, and a single confident lavender — premium email dressed as a stationery brand. Supreme Box-logo red, Courier monospace, skate-deadpan minimalism — the most influential streetwear store on the web. Svelte Hot orange #ff3e00 against clean white with a confident sans — the framework that wears its flame as a wordmark. T-Mobile T-Mobile magenta (#E20074) dominates a near-white canvas — Un-carrier loudness in TeleNeo display weight. Tailscale Warm-light approachable-technical — off-white canvas, near-black Inter, brick-red accent. Tailwind CSS The system applied to itself — Inter Variable on white canvas, signature cyan #06b6d4, every component built from Tailwind utilities. Tana Pure black canvas, a custom tanaClassic serif at 83px, and a pale-pistachio CTA — a knowledge graph dressed as a literary supplement. Target Bullseye red CTA, Helvetica Neue, photographic hero — friendly mass-market design with confident chromatic restraint. Telegram Cloud-blue messaging — Tesla Cinematic showroom on white — one Electric Blue CTA, Universal Sans, and viewport-height car photography. The Atlantic Modern serif headlines on cream-paper, signature Atlantic orange `#fbb33b`, long-form magazine reading rendered for the web. The Economist Deep cinnabar red `#e3120b`, Milo serif body, Econ Sans labels — the global-affairs weekly rendered with cover-illustration discipline. The Guardian Guardian Egyptian slab serif, signature navy `#052962`, structured ruled hierarchy with bold section accents. The Home Depot Signature orange on white, Helvetica bold — hardware-aisle signage as a web storefront. The New York Times Cheltenham serif headlines on paper-white, signature breaking-news red, the canonical American broadsheet rendered for the web. The New Yorker Adobe Caslon Pro + Irvin headline cap — a century of editorial gravitas in cream paper, ink black, and signature cartoon line. The Washington Post Postoni serif blackletter masthead, "Democracy Dies in Darkness" tagline, sober ink-on-paper political broadsheet. Things Cool light-blue canvas, system-ui sans, vivid Things-blue accent — a task manager that ships like an Apple Pro Display. Threads Instagram-adjacent text-first social — pure-black canvas, system-sans clarity, and a quiet brand restraint built from the @ glyph alone. TikTok Electric cyan-magenta on pure black — vertical-video voltage with custom Proxima Nova display and a bold neon brand grammar. tldraw Casual whiteboard sketchy — hand-drawn UI primitives, dotted-grid canvas, and a soft pastel palette that wears its toy-like energy with confidence. Together AI Deep navy on near-white with Inter sans — open-source LLM cloud rendered as developer-platform infrastructure. Toyota Japanese-reliability mainstream — `#eb0a1e` Toyota red on white, ToyotaType sans, and a calm-confident marketing surface for the world's most-sold automotive brand. Turbo Vercel-grade pure-black canvas with a magenta-to-blue Turbo gradient — the build system that wears its speed as a sweep. Turso SQLite at the edge — a deep-teal canvas with a CRT-bright cyan accent (#00face) that reads as a glowing edge node. Twilio Signal-red `#f22f46` against clean white — communications APIs given the visual weight of a broadcast colour. Twitch Purple `#9146ff` on `#0e0e10` canvas with Inter — the live-streaming UI built around chat, raids, and gaming density. Uber Eats Pure-black ground, Uber Move custom sans, Uber-app continuity — the operating system of food delivery. Udemy Signature `#a435f0` purple on white with Sailec sans — the open course-marketplace bazaar made approachable. Udio A pitch-black stage with near-white Innovator display type and a single magenta-pink spotlight — a recording console reimagined as a creative canvas. Uniqlo Signature red `#ff0000`, Helvetica Neue system stack, japanese-utility-functional grid — the LifeWear engine. Uniswap Uniswap Pink on white — DEX design with Basel sans, unicorn-mark whimsy, and rounded-card softness in a usually-brutalist DeFi space. v0 A near-white prompt canvas with GeistSans and pure OKLCH grayscale — Vercel''s AI builder dressed as the calmest text editor on the internet. Valorant Tactical-shooter design language — Tungsten condensed all-caps, signal-red CTAs, and an off-white text the brand calls "ECE8E1". Venmo A single confident `#3d95ce` blue, Aktiv Grotesk geometry, and a social-feed informality — payments dressed as group chat. Vercel Brutalist developer-product polish — near-white canvas, near-pure black-on-near-white type, Geist sans + mono, conic-gradient accents. Visa Bright-blue + golden-yellow payment-rail confidence — saturated `#1434CB` primary, ceremonial `#FCC015` yellow on hero pill CTAs, pill geometry throughout, custom visa-font-latin in light/regular weights. Vite Electric purple #646cff + Manrope display + a literal lightning-bolt mark — the build tool that designed itself to feel as fast as it is. Vodafone Vodafone Red broadcast band, monumental 144px display, two-tier button system — corporate-newsroom telecom design. Volkswagen People's-car blue — the deep `#001e50` corporate hue, custom VW Sans, and a friendly-German marketing surface that sells everyday mobility with confidence. Walmart Spark-yellow on big-box blue, Antonio Display + Bogle sans — everyday low prices made loud. Warby Parker Friendly-premium DTC eyewear — white canvas, bright blue + deep navy, fully pill CTAs. Warp Near-black canvas, neon-lime cursor, real terminal screenshots — a marketing site that boots like a shell. Wayfair Near-white canvas, ink-black type, photographic product cards — editorial-light home retail at marketplace scale. Weaviate White canvas with Inter and a signature `#1cdb46` open-source green — modular vector database dressed in approachable engineering chrome. webdesignhot AI-era editorial dark — pure black with one acid-lime accent. Webflow Indigo-to-purple gradient discipline with a precise structural sans — the visual builder that markets itself like a design conference. WHOOP Lime `#a0d10b` voltage on jet-black, Inter precision, recovery-data athlete-grade aesthetic. Wikipedia System-default information design — Linux Libertine serif headings, Vector skin, deliberate non-branding for the encyclopedia of record. WIRED Newsstand-density editorial grid, sharp-corner buttons, mono ALL-CAPS kickers — Conde Nast meets engineering lab. Wise A flexible bright-lime green on cream-white — money that travels in sans-serif and a single confident accent. Workday HR-warm professional in tangerine — Adelle Sans humanist curves, signature `#f37721` orange, and a calm white people-first canvas. WorkOS Pure-white canvas with Untitled Sans 80/500 display + indigo-violet h2 — the B2B-enterprise gravitas aesthetic. X Pure-black canvas with Chirp display — algorithmic minimalism, single-letter wordmark, ruthless type discipline. Xbox Xbox Green on near-black, Microsoft's Segoe UI Display dialed to gamer-coded confidence — bold, energetic, Game Pass-first. Y Combinator Brutalist orange monolith — system-font sans on white canvas, signature `#f26625` orange-red blocks with hard 0px corners. You.com Crisp white developer-doc canvas, custom Lumen Sans, and the indigo `#5368EE` accent — a search API rebrand done as enterprise infrastructure. YouTube YouTube Sans + Roboto + signature `#ff0000` red — content-density at planetary scale. Zed Warm paper-light canvas, IBM Plex Serif headlines at light weight, one electric-blue download button — a code editor's site that reads like a typesetter's page. Zoom Zoom Blue `#0B5CFF` on white — geometric sans wordmark, Workplace-era AI Companion friendly-corporate register. Zora Cream-white canvas, electric purple-orange duet, and a custom display — onchain creator network as zine cover.
try on →
theme
mobile · 390 × 844
Tokens webdesignhot/0.1
- bg
#ffffff - bg-dark
#000000 - bg-near
#0a0a0a - text AAA · 21.0
#000000 - text-invert
#ffffff - text-muted
#666666 - text-soft
#999999 - text-muted-dark
#a3a3a3 - brand AAA · 21.0
#000000 - brand-invert
#ffffff - on-brand
#ffffff - accent-ink
#000000 - accent-snow
#ffffff - accent-graphite
#171717 - accent-fog
#f5f5f5 - link
#000000 - link-hover
#666666 - link-invert
#ffffff - link-invert-hover
#cccccc - selected
#f0f0f0 - disabled
#cccccc - neutral-0
#ffffff - neutral-50
#fafafa - neutral-100
#f5f5f5 - neutral-200
#e5e5e5 - neutral-300
#d4d4d4 - neutral-400
#a3a3a3 - neutral-500
#737373 - neutral-600
#525252 - neutral-700
#404040 - neutral-800
#262626 - neutral-900
#171717 - neutral-950
#0a0a0a - neutral-1000
#000000 - surface
#ffffff - surface-fog
#f5f5f5 - surface-dark
#0a0a0a - surface-graphite
#171717 - border — · 1.3
#e5e5e5 - border-strong — · 1.5
#d4d4d4 - border-dark
#ffffff1f - border-dark-soft
#ffffff0d - ring
#000000 - ring-invert
#ffffff - shadow-ambient
rgba(0,0,0,0.06) - shadow-standard
rgba(0,0,0,0.10) - shadow-elevated
rgba(0,0,0,0.16) - shadow-dark
rgba(0,0,0,0.6) - success
#16a34a - success-bg
#f0fdf4 - success-text
#15803d - warning
#d97706 - warning-bg
#fffbeb - warning-text
#b45309 - danger
#dc2626 - danger-bg
#fef2f2 - danger-text
#b91c1c - info
#2563eb - info-bg
#eff6ff - info-text
#1d4ed8
Ship faster than ever.
display-hero "__graphik_7126cf" 80px w600 -0.03em
Ship faster than ever.
display-large "__graphik_7126cf" 64px w600 -0.025em
Ship faster than ever.
h1 "__graphik_7126cf" 52px w500 -0.02em
Built for teams that ship.
h2 "__graphik_7126cf" 40px w600 -0.018em
A complete kit
h3 "__graphik_7126cf" 32px w600 -0.012em
The quick brown fox jumps over the lazy dog.
h4 "__graphik_7126cf" 24px w600 -0.005em
The quick brown fox jumps over the lazy dog.
h5 "__graphik_7126cf" 20px w600 0
The quick brown fox jumps over the lazy dog.
body-large "__graphik_7126cf" 18px w400 0
The quick brown fox jumps over the lazy dog.
body "__graphik_7126cf" 16px w400 0
The quick brown fox jumps over the lazy dog.
button "__graphik_7126cf" 15px w500 -0.005em
The quick brown fox jumps over the lazy dog.
body-small "__graphik_7126cf" 14px w400 0
The quick brown fox jumps over the lazy dog.
nav-link "__graphik_7126cf" 14px w500 0
OUR DESIGN SYSTEM
label "__graphik_7126cf" 13px w500 0
OUR DESIGN SYSTEM
mono ui-monospace 13px w400 0
OUR DESIGN SYSTEM
caption "__graphik_7126cf" 12px w500 0.02em
The quick brown fox jumps over the lazy dog.
overline "__graphik_7126cf" 11px w600 0.08em
- step-0 0px
- step-1 4px
- step-2 8px
- step-3 12px
- step-4 16px
- step-5 24px
- step-6 32px
- step-7 40px
- step-8 48px
- step-9 64px
- step-10 80px
- step-11 96px
- step-12 128px
- step-13 160px
- micro
2px - sm
4px - md
8px - lg
12px - card
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-ink
- muted → text-muted
- border → border
- ring → ring
Luma is a screening room that opens into a studio. The hero is cinematic black `#000000` with white **Graphik** headlines (52px, weight 500) floating over generated video — then the page resolves into a bright white `#ffffff` content surface with pure black body type. The two-act monochrome is the brand's structural move: the dark register frames the work like a theatre, the light register presents it like a gallery wall. There is no chromatic accent in the chrome — the only saturation on the page comes from the model's own output. Graphik (Commercial Type's neo-grotesque workhorse) carries everything from hero to footer at a single quiet voice; weight does the hierarchy, never colour. Every call to action is a full white pill ("Try Luma") that inverts to black-on-white once it crosses into the light register. The result reads like Apple's product-film register crossed with a film studio's press kit: maximal contrast, minimal hue, the chrome silent so the frames can speak.
- Graphik neo-grotesque as the single editorial voice across display and body.
- Product-film register — pure black/white maximal contrast, chrome quiet so the work dominates.
- AI-video peer — near-black screening-room hero, no chromatic accent, generated frames carry the colour.
- Film-studio editorial mood — cinematic dark frames, restrained typographic chrome.
- High-contrast monochrome marketing surface — black/white discipline, full-pill CTAs.
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: Luma AI
tagline: A cinematic black screening room that opens into a white studio — Graphik set tight, every CTA a full white pill.
updated_at: 2026-05-29T00:00:00.000Z
published_at: 2026-05-28T23:11:02.842Z
author: webdesignhot
source_url: https://lumalabs.ai
spec: webdesignhot/0.1
quality: curated
featured: false
categories: [ai, media]
tags: [dark, minimal, sans, ai, video, cinematic, monochrome]
preview_swatch: ['#ffffff', '#000000', '#0a0a0a']
related: [runway-ml, pika, openai]
description: 'Luma''s site runs a two-act monochrome: a cinematic near-black hero where white **Graphik** headlines (52px, weight 500) float over generated video, opening into a bright white `#ffffff` content studio with pure black `#000000` body type. There is no chromatic accent — the only colour is the model output itself. Every CTA is a full-pill ("Try Luma" white-on-dark, then black-on-white in the light register), and the chrome stays minimal so the generated frames carry the page.'
# 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-ink
muted: text-muted
border: border
ring: ring
colors:
# Primary
bg: '#ffffff' # white content studio — the light register
bg-dark: '#000000' # cinematic black hero/footer — the dark register
bg-near: '#0a0a0a' # near-black panel, slightly off pure black
text: '#000000' # pure black body on white
text-invert: '#ffffff' # white display on the dark hero
text-muted: '#666666' # mid-grey secondary / caption on white
text-soft: '#999999' # quiet UI label / metadata on white
text-muted-dark: '#a3a3a3' # muted copy on the dark register
# Brand & Dark
brand: '#000000' # the brand has no chromatic accent — cinematic black is the brand
brand-invert: '#ffffff' # white as the inverse brand register
on-brand: '#ffffff' # text on black fills
# Accent (chromatic accents are intentionally absent)
accent-ink: '#000000' # black-on-white emphasis
accent-snow: '#ffffff' # white-on-black emphasis
accent-graphite: '#171717' # raised dark surface
accent-fog: '#f5f5f5' # faint grey wash on white
# Interactive
link: '#000000' # black link on white, subtle underline
link-hover: '#666666' # softens to mid-grey
link-invert: '#ffffff' # white link on dark
link-invert-hover: '#cccccc' # softens on dark
selected: '#f0f0f0' # selected row bg on white
disabled: '#cccccc' # muted disabled foreground
# Neutral scale
neutral-0: '#ffffff'
neutral-50: '#fafafa'
neutral-100: '#f5f5f5'
neutral-200: '#e5e5e5'
neutral-300: '#d4d4d4'
neutral-400: '#a3a3a3'
neutral-500: '#737373'
neutral-600: '#525252'
neutral-700: '#404040'
neutral-800: '#262626'
neutral-900: '#171717'
neutral-950: '#0a0a0a'
neutral-1000: '#000000'
# Surface & Borders
surface: '#ffffff' # default card on white ground
surface-fog: '#f5f5f5' # faint grey inset on white
surface-dark: '#0a0a0a' # raised panel on the dark register
surface-graphite: '#171717' # deeper dark surface
border: '#e5e5e5' # hairline divider on white
border-strong: '#d4d4d4' # visible divider on white
border-dark: '#ffffff1f' # 12% white hairline on dark
border-dark-soft: '#ffffff0d' # 5% white hairline on dark
ring: '#000000' # focus ring on white
ring-invert: '#ffffff' # focus ring on dark
# Shadow colors
shadow-ambient: 'rgba(0,0,0,0.06)'
shadow-standard: 'rgba(0,0,0,0.10)'
shadow-elevated: 'rgba(0,0,0,0.16)'
shadow-dark: 'rgba(0,0,0,0.6)'
# Semantic
success: '#16a34a'
success-bg: '#f0fdf4'
success-text: '#15803d'
warning: '#d97706'
warning-bg: '#fffbeb'
warning-text: '#b45309'
danger: '#dc2626'
danger-bg: '#fef2f2'
danger-text: '#b91c1c'
info: '#2563eb'
info-bg: '#eff6ff'
info-text: '#1d4ed8'
typography:
display:
family: '"__graphik_7126cf", Graphik, system-ui, -apple-system, "Segoe UI", Helvetica, Arial, sans-serif'
weights: [500, 600, 700]
body:
family: '"__graphik_7126cf", Graphik, system-ui, -apple-system, "Segoe UI", Helvetica, Arial, sans-serif'
weights: [400, 500, 600]
mono:
family: 'ui-monospace, SFMono-Regular, "SF Mono", Menlo, Monaco, Consolas, "Liberation Mono", monospace'
weights: [400, 500]
scale:
display-hero: { size: 80, weight: 600, lineHeight: 1.0, tracking: '-0.03em', family: display }
display-large: { size: 64, weight: 600, lineHeight: 1.04, tracking: '-0.025em', family: display }
h1: { size: 52, weight: 500, lineHeight: 1.06, tracking: '-0.02em', family: display }
h2: { size: 40, weight: 600, lineHeight: 1.1, tracking: '-0.018em', family: display }
h3: { size: 32, weight: 600, lineHeight: 1.2, tracking: '-0.012em', family: display }
h4: { size: 24, weight: 600, lineHeight: 1.25, tracking: '-0.005em', family: display }
h5: { size: 20, weight: 600, lineHeight: 1.3, tracking: '0', family: body }
body-large: { size: 18, weight: 400, lineHeight: 1.55, tracking: '0', family: body }
body: { size: 16, weight: 400, lineHeight: 1.55, tracking: '0', family: body }
body-small: { 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 }
overline: { size: 11, weight: 600, lineHeight: 1.3, tracking: '0.08em', family: body }
button: { size: 15, weight: 500, lineHeight: 1.0, tracking: '-0.005em', family: body }
nav-link: { size: 14, weight: 500, lineHeight: 1.0, tracking: '0', family: body }
mono: { size: 13, weight: 400, lineHeight: 1.5, tracking: '0', family: mono }
radius:
micro: 2
sm: 4
md: 8
lg: 12
xl: 16
card: 12
pill: 9999
spacing:
base: 4
scale: [0, 4, 8, 12, 16, 24, 32, 40, 48, 64, 80, 96, 128, 160]
layout:
page-width: 1280
prose-width: 720
header-height: 64
hero-min-height: 720
breakpoints:
mobile: 640
tablet: 1024
desktop: 1280
wide: 1536
shadows:
ambient: 'rgba(0,0,0,0.06) 0 1px 2px'
standard: 'rgba(0,0,0,0.10) 0 4px 16px -2px'
elevated: 'rgba(0,0,0,0.16) 0 16px 32px -8px'
dark: 'rgba(0,0,0,0.6) 0 24px 48px -12px'
ring: '0 0 0 2px #000000'
ring-invert: '0 0 0 2px #ffffff'
motion:
ease-standard: 'cubic-bezier(0.4, 0, 0.2, 1)'
ease-emphasized: 'cubic-bezier(0.2, 0, 0, 1)'
ease-out: 'cubic-bezier(0, 0, 0.2, 1)'
ease-in: 'cubic-bezier(0.4, 0, 1, 1)'
duration-fast: 150
duration-standard: 240
duration-slow: 320
duration-page: 480
reduced-motion: 'respects prefers-reduced-motion: reduce — video autoplay disabled, parallax and transforms degrade to opacity-only fades'
accessibility:
contrast-text-on-bg: 21.0 # #000 on #ffffff, AAA (maximum)
contrast-invert-on-dark: 21.0 # #ffffff on #000000, AAA (maximum)
contrast-muted-on-bg: 5.7 # #666666 on #ffffff, AA
contrast-soft-on-bg: 2.8 # #999999 on #ffffff, fails AA — decorative metadata only
contrast-muted-on-dark: 8.9 # #a3a3a3 on #000000, AAA at large
focus-ring: '2px solid #000000 with 2px offset on white; 2px solid #ffffff on dark'
focus-ring-offset-color: '#ffffff'
reduced-motion-honored: true
keyboard-nav: 'full tab traversal; ESC closes lightbox/menu; arrow keys advance gallery; Space toggles video playback when focused'
components:
button-primary:
bg: '#000000'
text: '#ffffff'
border: 'none'
radius: 9999
padding: '12px 24px'
font: 'body 15/1.0 weight 500 tracking -0.005em'
hover: 'bg #171717'
active: 'bg #262626'
focus: '2px ring #000000 + 2px offset'
button-invert:
bg: '#ffffff'
text: '#000000'
border: 'none'
radius: 9999
padding: '12px 24px'
font: 'body 15/1.0 weight 500 tracking -0.005em'
hover: 'bg #f0f0f0'
active: 'bg #e5e5e5'
focus: '2px ring #ffffff + 2px offset (on dark hero)'
button-ghost:
bg: 'transparent'
text: '#000000'
border: '1px solid #e5e5e5'
radius: 9999
padding: '12px 24px'
font: 'body 15/1.0 weight 500'
hover: 'border #000000, bg #fafafa'
active: 'bg #f0f0f0'
button-ghost-dark:
bg: 'transparent'
text: '#ffffff'
border: '1px solid #ffffff1f'
radius: 9999
padding: '12px 24px'
font: 'body 15/1.0 weight 500'
hover: 'border #ffffff5f, bg #ffffff0d'
active: 'bg #ffffff14'
card:
bg: '#ffffff'
border: '1px solid #e5e5e5'
radius: 12
padding: '24px'
shadow: 'ambient'
hover: 'shadow standard, border #d4d4d4'
card-dark:
bg: '#0a0a0a'
border: '1px solid #ffffff0d'
radius: 12
padding: '24px'
shadow: 'none'
hover: 'border #ffffff1f'
input:
bg: '#ffffff'
text: '#000000'
placeholder: '#999999'
border: '1px solid #e5e5e5'
radius: 8
padding: '10px 14px'
font: 'body 15/1.5 weight 400'
focus: 'border #000000, ring 2px #000000'
badge:
bg: '#f5f5f5'
text: '#000000'
border: 'none'
radius: 9999
padding: '4px 12px'
font: 'body 12/1.4 weight 500 tracking 0.02em'
badge-dark:
bg: 'transparent'
text: '#ffffff'
border: '1px solid #ffffff3f'
radius: 9999
padding: '4px 12px'
font: 'body 12/1.4 weight 500 tracking 0.02em'
lineage:
summary: |
Luma is a screening room that opens into a studio. The hero is
cinematic black `#000000` with white **Graphik** headlines (52px,
weight 500) floating over generated video — then the page resolves
into a bright white `#ffffff` content surface with pure black body
type. The two-act monochrome is the brand's structural move: the
dark register frames the work like a theatre, the light register
presents it like a gallery wall. There is no chromatic accent in
the chrome — the only saturation on the page comes from the model's
own output. Graphik (Commercial Type's neo-grotesque workhorse)
carries everything from hero to footer at a single quiet voice;
weight does the hierarchy, never colour. Every call to action is a
full white pill ("Try Luma") that inverts to black-on-white once it
crosses into the light register. The result reads like Apple's
product-film register crossed with a film studio's press kit:
maximal contrast, minimal hue, the chrome silent so the frames can
speak.
influences:
- name: Commercial Type (Graphik)
role: Graphik neo-grotesque as the single editorial voice across display and body.
url: https://commercialtype.com/catalog/graphik
- name: Apple
role: Product-film register — pure black/white maximal contrast, chrome quiet so the work dominates.
url: https://apple.com
- name: Runway
role: AI-video peer — near-black screening-room hero, no chromatic accent, generated frames carry the colour.
url: https://runwayml.com
- name: A24
role: Film-studio editorial mood — cinematic dark frames, restrained typographic chrome.
url: https://a24films.com
- name: Vercel
role: High-contrast monochrome marketing surface — black/white discipline, full-pill CTAs.
url: https://vercel.com
dark-mode: dual # Luma alternates a cinematic dark hero/footer with a white content body — neither is a "theme toggle"
---
## 1. Visual Theme & Atmosphere
Luma is a screening room that opens into a studio. The page begins in cinematic black `#000000` — a full-bleed dark hero where a white **Graphik** headline (52px, weight 500) floats low over generated video, the way a film title sits over an establishing shot. There is no panel, no card, no gradient scrim; the headline is simply white-on-black, and the only colour on the screen is the motion behind it. Then, as you scroll, the page resolves into a bright white `#ffffff` content surface with pure black `#000000` body type — the work pinned to a gallery wall in maximum contrast. This two-act monochrome is the entire brand.
The chrome refuses to compete with the work. Buttons are stark pills — a white "Try Luma" on the dark hero, inverting to black-on-white once the page crosses into the light register. Links are quiet black underlines that soften to grey on hover. There is no brand hue anywhere in the wrapper: no accent blue, no gradient, no glow. The discipline is total, and it is the point — every pixel of saturation on a Luma page comes from the model's own output, the generated frames and B-roll, never from the interface around them.
Where many AI-creative sites reach for neon and aurora gradients to signal "generative," Luma reaches for the opposite: the restraint of a product film. The contrast is maximal (21:1 both directions, white-on-black and black-on-white), the hue is zero, and the typography is a single neo-grotesque held at one quiet voice from hero to footer. Hierarchy is carried by weight and scale, never by colour. The effect is closer to an Apple keynote slide or an A24 title card than to a typical SaaS dashboard.
The sensory metaphor is the cut between theatre and gallery. The dark register is the auditorium — lights down, frame lit, attention forward. The light register is the lobby afterward — bright, clean, the stills hung in rows for close inspection. A Luma page moves between the two registers within a single scroll, and the seam between black and white is where the rhythm lives. The chrome stays silent on both sides so the generated video can carry the page.
**Key Characteristics**
- Two-act monochrome: cinematic black `#000000` hero/footer opening into white `#ffffff` content body
- White Graphik headlines (52px, weight 500) floating over generated video in the dark register
- Pure black `#000000` body type on white in the light register — maximum 21:1 contrast both ways
- No chromatic accent anywhere in the chrome — saturation comes from model output only
- Full-pill CTAs (radius 9999): white-on-dark in the hero, black-on-white in the light body
- Single-family typography — Graphik carries display and body; hierarchy by weight, never colour
- Minimal, cinematic atmosphere — product-film register, not dashboard register
- Generous whitespace; full-bleed video; chrome held quiet
- Hierarchy by weight (500/600/700) and scale, never by hue
- Hairline borders (`#e5e5e5` on white, 5–12% white on dark) instead of heavy shadows
## 2. Color Palette & Roles
### Primary
- **bg** (`#ffffff`): the white content studio — the light register where body copy lives
- **bg-dark** (`#000000`): cinematic black hero and footer — the dark register
- **bg-near** (`#0a0a0a`): near-black panel, a half-step off pure black for inset zones
- **text** (`#000000`): pure black body type on the white surface
- **text-invert** (`#ffffff`): white display copy on the dark hero (the live h1 colour)
### Brand & Dark
- **brand** (`#000000`): the brand has no chromatic accent — cinematic black IS the brand
- **brand-invert** (`#ffffff`): white as the inverse brand register, used on the dark hero
- **on-brand** (`#ffffff`): text on black fills (primary button label)
### Accent (intentionally non-chromatic)
- **accent-ink** (`#000000`): black-on-white emphasis, the only "accent" in the light register
- **accent-snow** (`#ffffff`): white-on-black emphasis in the dark register
- **accent-graphite** (`#171717`): raised dark surface / primary button hover
- **accent-fog** (`#f5f5f5`): faint grey wash for insets on white
The accent set is monochromatic by intent. Luma's only saturation is in the imagery — generated video, model stills, B-roll. The interface itself has no hue. If a Luma page shows colour, it is coming from the work, not the wrapper.
### Interactive
- **link** (`#000000`): default black link on white, subtle underline
- **link-hover** (`#666666`): softens to mid-grey on hover
- **link-invert** (`#ffffff`): white link on the dark register
- **link-invert-hover** (`#cccccc`): softens on hover over dark
- **selected** (`#f0f0f0`): selected list-item background on white
- **disabled** (`#cccccc`): muted disabled foreground
### Neutral Scale
A pure neutral ladder runs `#ffffff` → `#fafafa` → `#f5f5f5` → `#e5e5e5` → `#d4d4d4` → `#a3a3a3` → `#737373` → `#525252` → `#404040` → `#262626` → `#171717` → `#0a0a0a` → `#000000`. The ramp is strictly achromatic — no warm or cool bias — because any hue tint would read as a brand colour, which Luma refuses. `#666666` is the signature secondary-text grey on white; `#a3a3a3` is its counterpart on dark.
### Surface & Borders
- **surface** (`#ffffff`): default card on the white ground
- **surface-fog** (`#f5f5f5`): faint grey inset / quiet panel on white
- **surface-dark** (`#0a0a0a`): raised panel on the dark register
- **surface-graphite** (`#171717`): deeper dark surface
- **border** (`#e5e5e5`): hairline divider on white — never heavy
- **border-strong** (`#d4d4d4`): visible divider on white, card hover edge
- **border-dark** (`#ffffff1f`): 12% white hairline on dark
- **border-dark-soft** (`#ffffff0d`): 5% white hairline on dark
- **ring** (`#000000`) / **ring-invert** (`#ffffff`): focus rings, black on white / white on dark
### Shadow Colors
- **shadow-ambient** (`rgba(0,0,0,0.06)`): the lightest card lift on white
- **shadow-standard** (`rgba(0,0,0,0.10)`): hover lift on white cards
- **shadow-elevated** (`rgba(0,0,0,0.16)`): popovers, menus on white
- **shadow-dark** (`rgba(0,0,0,0.6)`): modal elevation over the dark register
Shadows are used sparingly and softly on the white surface; on the dark register, depth is tonal (`#000000` → `#0a0a0a` → `#171717`) rather than cast. The interface prefers a hairline border to a heavy shadow.
### Semantic
- **success** (`#16a34a`) — green, in-product only; never marketing
- **warning** (`#d97706`) — amber for system messages
- **danger** (`#dc2626`) — destructive actions only, never marketing
- **info** (`#2563eb`) — system info; the rare blue is functional, not brand
## 3. Typography Rules
### Font Family
- **Display & Body**: `"__graphik_7126cf", Graphik, system-ui, -apple-system, "Segoe UI", Helvetica, Arial, sans-serif` — weights 400/500/600/700. **Graphik** is Commercial Type's neo-grotesque; the `__graphik_7126cf` token is the production webfont hash. A single family carries the entire site.
- **Mono**: `ui-monospace, SFMono-Regular, "SF Mono", Menlo, Monaco, Consolas, "Liberation Mono", monospace` — weights 400/500, reserved for technical metadata
- **OpenType**: default ligatures and kerning on; tabular figures (`tnum`) in any numeric/metric columns; no decorative stylistic sets
### Hierarchy
| Role | Font | Size | Weight | Line H | Tracking | Notes |
|---------------|---------|------|--------|--------|------------|-------|
| display-hero | Graphik | 80 | 600 | 1.00 | -0.03em | rare full-bleed marquee |
| display-large | Graphik | 64 | 600 | 1.04 | -0.025em | major section heads |
| h1 | Graphik | 52 | 500 | 1.06 | -0.02em | the canonical Luma hero headline (white on black) |
| h2 | Graphik | 40 | 600 | 1.10 | -0.018em | feature heads |
| h3 | Graphik | 32 | 600 | 1.20 | -0.012em | sub-section heads |
| h4 | Graphik | 24 | 600 | 1.25 | -0.005em | card titles |
| h5 | Graphik | 20 | 600 | 1.30 | 0 | small label heads |
| body-large | Graphik | 18 | 400 | 1.55 | 0 | hero supporting copy |
| body | Graphik | 16 | 400 | 1.55 | 0 | default body (the live body token) |
| body-small | Graphik | 14 | 400 | 1.50 | 0 | secondary copy |
| label | Graphik | 13 | 500 | 1.40 | 0 | form labels, UI |
| caption | Graphik | 12 | 500 | 1.40 | 0.02em | image captions |
| overline | Graphik | 11 | 600 | 1.30 | 0.08em | section eyebrow, uppercase |
| button | Graphik | 15 | 500 | 1.00 | -0.005em | CTA label |
| nav-link | Graphik | 14 | 500 | 1.00 | 0 | top nav |
| mono | mono | 13 | 400 | 1.50 | 0 | model versions, technical IDs |
### Principles
- **One family, one voice**: Graphik carries display and body. There is no second sans, no serif, no display face. The voice stays consistent from hero to footer.
- **Weight is the hierarchy**: display uses 500–700, body uses 400, labels use 500. Emphasis comes from weight and scale — never from colour, because there is no brand colour to reach for.
- **The hero is weight 500, not 700**: the live h1 sits at 52px / weight 500 — a confident medium, not a heavy bold. Graphik's even neo-grotesque rhythm reads cleanly at 500 on black.
- **Tracking tightens as size grows**: display heads pull `-0.02em` to `-0.03em`; body sits at 0; the caption/overline open up to positive `+0.02em` to `+0.08em` for small-cap legibility.
- **Body breathes at 1.55 line-height**: long-form copy on the white surface uses a generous 1.55 leading. Display copy compresses toward 1.0–1.1.
- **Mono is metadata only**: model versions, render IDs, technical captions. Never marketing copy.
- **No italics, no decorative case**: emphasis is structural — weight, scale, and the black/white register flip. Uppercase appears only in the overline eyebrow and caption.
- **Contrast over colour**: at 21:1 in both registers, type never needs colour to separate from ground. The maximal contrast is the legibility strategy.
## 4. Component Stylings
### Buttons
All buttons are **full pills** (radius 9999) — the live CTA radius (`3.35e7px`) is a full-pill artifact. Padding `12px 24px`, label Graphik 15/1.0 weight 500.
**button-primary** — the black pill on white (light register)
- Background: `#000000`
- Text: `#ffffff`, Graphik 15/1.0 weight 500, tracking `-0.005em`
- Border: none
- Radius: 9999 (full pill)
- Padding: `12px 24px`
- Hover: bg `#171717`
- Active: bg `#262626`
- Focus: 2px black ring + 2px offset
- Use: "Try Luma", "Get started" in the white content body
**button-invert** — the white pill on the dark hero (the live CTA)
- Background: `#ffffff`
- Text: `#000000`, Graphik 15/1.0 weight 500
- Border: none
- Radius: 9999
- Padding: `12px 24px`
- Hover: bg `#f0f0f0`
- Active: bg `#e5e5e5`
- Focus: 2px white ring + 2px offset (on `#000000`)
- Use: the hero "Try Luma" — white-on-black over the cinematic video
**button-ghost** — outlined pill on white
- Background: transparent
- Text: `#000000`, Graphik 15/1.0 weight 500
- Border: `1px solid #e5e5e5`
- Radius: 9999
- Hover: border lifts to `#000000`, bg `#fafafa`
- Active: bg `#f0f0f0`
- Use: secondary actions ("Learn more", "Watch") in the light register
**button-ghost-dark** — outlined pill on the dark hero
- Background: transparent
- Text: `#ffffff`, Graphik 15/1.0 weight 500
- Border: `1px solid #ffffff1f`
- Radius: 9999
- Hover: border `#ffffff5f`, bg `#ffffff0d`
- Active: bg `#ffffff14`
- Use: secondary CTA beside the white pill in the hero ("Watch the film")
### Cards
**White card** (feature, gallery on light):
- Background: `#ffffff`
- Border: `1px solid #e5e5e5`
- Radius: 12px
- Padding: `24px`
- Shadow: ambient `rgba(0,0,0,0.06) 0 1px 2px`
- Hover: shadow lifts to standard, border darkens to `#d4d4d4`
**Dark card** (panel on the cinematic register):
- Background: `#0a0a0a`
- Border: `1px solid #ffffff0d`
- Radius: 12px
- Padding: `24px`
- Shadow: none — depth is tonal
- Hover: border lifts to `#ffffff1f`
### Badges / Tags / Pills
**Light badge:**
- Background: `#f5f5f5`
- Text: `#000000`, Graphik 12/1.4 weight 500 tracking 0.02em
- Border: none
- Radius: 9999
- Padding: `4px 12px`
- Use: feature tags, "New" on the white surface
**Dark badge:**
- Background: transparent
- Text: `#ffffff`, Graphik 12/1.4 weight 500
- Border: `1px solid #ffffff3f`
- Radius: 9999
- Padding: `4px 12px`
- Use: model versions ("Ray2", "Dream Machine") on the dark hero
### Inputs / Forms
**Text input:**
- Background: `#ffffff`
- Text: `#000000`, Graphik 15/1.5
- Placeholder: `#999999`
- Border: `1px solid #e5e5e5`
- Radius: 8px
- Padding: `10px 14px`
- Focus: border `#000000`, 2px black ring
On the dark register, inputs invert: bg `#0a0a0a`, text `#ffffff`, border `#ffffff1f`, placeholder `#666666`, focus ring `#ffffff`.
### Navigation
- Top bar: 64px tall; transparent over the dark hero, white `#ffffff` with a `1px #e5e5e5` bottom rule once scrolled into the light register
- Wordmark: hard-left, Graphik weight 600, inherits the register's foreground (white on dark, black on white)
- Link list: hard-right, Graphik 14/1.0 weight 500, gap 24–32px
- Primary CTA pill sits at the far right (white pill on dark, black pill on white)
- Mobile: hamburger collapses into a full-bleed sheet that matches the active register
## 5. Layout Principles
### Spacing System
Base 4px. Scale: `0, 4, 8, 12, 16, 24, 32, 40, 48, 64, 80, 96, 128, 160`. Section padding lands at 96 or 128 in the marketing flow; component internal padding clusters at 16–24. The rhythm is generous — Luma gives the work room to breathe rather than packing density.
### Grid & Container
- Page max width: **1280px**, with full-bleed video sections breaking the container
- Prose max width: **720px** for long-form copy in the light register
- Hero is full-bleed video at `#000000` with the headline floated low-left in a narrow column (typically 560–720px)
- Feature grids: 12-column, 24–32px gutters; gallery tiles serve generated video at native aspect ratio
- Footer returns to the dark register, full-bleed
### Whitespace Philosophy
Whitespace is structural, not decorative. The hero gives the headline a large quiet margin so the video reads clearly behind it. In the light register, sections separate with generous 96–128px vertical padding and the white surface itself acts as breathing room. Density is low; the frames are the content, and they need air.
### Section Cadence
A Luma page alternates registers: a cinematic black hero → a white content band (features, capabilities) → a full-bleed dark video showcase → a white grid of model outputs → a dark footer. The register flip between sections is the rhythm. Each dark band is a screening; each white band is the lobby. The seam between `#000000` and `#ffffff` is intentional and frequent.
## 6. Shapes & Radius Scale
| Tier | px | Use |
|-------------|-------|-----|
| Micro | 2 | inline chips, tight metadata |
| Standard | 4 | small controls, tags |
| Comfortable | 8 | inputs, in-product chrome |
| Relaxed | 12 | cards, gallery tiles |
| Large | 16 | featured panels, media frames |
| Pill | 9999 | all buttons, badges, status pills |
The signature is the **full-pill button** (9999) against **soft-relaxed cards** (12–16). There is no hard-brutalist 0 corner here — even media frames carry a gentle 12–16px radius — and there is no SaaS-default 6px. The contrast is between the pill and the gently rounded card. Buttons are pills or nothing.
## 7. Depth & Elevation
| Level | Treatment | Use |
|-------|-----------|-----|
| 0 | Flat, no shadow | bg surfaces, full-bleed video, hero |
| 1 | `ambient` shadow `rgba(0,0,0,0.06) 0 1px 2px` | resting white cards |
| 2 | `standard` shadow `rgba(0,0,0,0.10) 0 4px 16px -2px` | white card hover, raised panels |
| 3 | Tonal step (`#0a0a0a` / `#171717` on `#000000`) | dark inset panels — no shadow |
| 4 | `elevated` shadow `rgba(0,0,0,0.16) 0 16px 32px -8px` | popovers, menus on white |
| 5 | `dark` shadow `rgba(0,0,0,0.6) 0 24px 48px -12px` | modals, lightbox over dark |
### Shadow Philosophy
Elevation is handled two different ways depending on register. On the white surface, shadows are soft, low-opacity, and short-throw — a card barely lifts off the page (0.06–0.16 alpha). On the dark register, depth is achieved through **tonal stepping** (`#000000` → `#0a0a0a` → `#171717`) and hairline white borders rather than cast shadow, because a shadow disappears against black. The interface prefers a `1px` hairline to a heavy shadow in both registers; depth reads as restraint, never as plastic lift.
## 8. Interaction & Motion ✨
### Easing
- `ease-standard` `cubic-bezier(0.4, 0, 0.2, 1)` — default for hovers and state changes
- `ease-emphasized` `cubic-bezier(0.2, 0, 0, 1)` — entrances, reveals, register transitions
- `ease-out` `cubic-bezier(0, 0, 0.2, 1)` — exits, dismissals
- `ease-in` `cubic-bezier(0.4, 0, 1, 1)` — rare, for elements leaving the viewport
### Durations
- `duration-fast` **150ms** — focus rings, micro hovers, button state
- `duration-standard` **240ms** — card hovers, menu opens, nav background fade
- `duration-slow` **320ms** — reveals, modal opens
- `duration-page` **480ms** — section reveals, video crossfades, register transitions
### Per-Component Micro-States
- **Button hover**: bg shifts in 150ms `ease-standard`. Black primary lifts to `#171717`; white invert drops to `#f0f0f0`. No scale, no glow.
- **Card hover (white)**: shadow lifts from ambient to standard over 240ms; border darkens `#e5e5e5` → `#d4d4d4`. Nested media may scale 1.02 over 320ms `ease-emphasized`.
- **Card hover (dark)**: border lifts from `#ffffff0d` to `#ffffff1f` over 240ms — tonal only.
- **Link hover**: black underline softens to `#666666` (white to `#cccccc` on dark) over 150ms; no colour shift to a brand hue.
- **Hero video**: autoplays muted, loops full-bleed; scenes crossfade over 480ms.
- **Nav on scroll**: background fades from transparent to `#ffffff` (with a `1px #e5e5e5` rule) over 240ms as the page leaves the dark hero.
### Page Transitions
Section content reveals via `IntersectionObserver` — a fade-up over 480ms `ease-emphasized` with a 16px transform-y. The register flip (black ↔ white band) is a hard cut between sections, not a gradient; the contrast itself is the transition. Hero video autoplays muted and loops; gallery tiles reveal in staggered fade-up.
### Reduced Motion
Respects `prefers-reduced-motion: reduce`. Video autoplay is disabled and a still poster frame is shown. All transforms (scale, translate-y, parallax) are dropped; transitions degrade to opacity-only fades capped at 200ms. This matters because Luma's surface leans on motion — the reduced-motion path must stay coherent with static frames.
## 9. Accessibility & A11y ✨
### Contrast Pairs
- `#000000` on `#ffffff` (body on white): **21.0:1** — AAA, the theoretical maximum
- `#ffffff` on `#000000` (hero h1 on black): **21.0:1** — AAA, the maximum, in the opposite direction
- `#666666` on `#ffffff` (muted secondary on white): **5.7:1** — AA at all sizes
- `#999999` on `#ffffff` (soft metadata on white): **2.8:1** — fails AA; reserve for decorative/non-essential labels only, or darken to `#666666` for any readable text
- `#a3a3a3` on `#000000` (muted on dark): **8.9:1** — AAA at large sizes
- `#000000` pill on `#ffffff` ground (primary button): **21.0:1** label-to-ground — AAA
Because the brand runs pure black and pure white, both primary registers clear AAA with margin to spare. The only contrast risk is the soft grey `#999999` — keep it off essential text.
### Focus Indicators
- 2px solid `#000000` ring with 2px offset on the white surface
- 2px solid `#ffffff` ring with 2px offset on the dark register
- Never removed; `:focus-visible` only so mouse users don't see rings
### ARIA Patterns
- **Dialog**: lightbox/video modal uses `role="dialog"` `aria-modal="true"` with `aria-labelledby`
- **Status**: video/generation loading uses `role="status"` with `aria-live="polite"`
- **Listbox / grid**: gallery of model outputs uses appropriate `role="list"` / `role="listitem"` with arrow-key traversal
- **Region**: each register band is a `<section>` with an accessible name
### Keyboard Navigation
- Tab order follows visual flow, register to register
- ESC closes lightbox, modal, and the mobile menu sheet
- Arrow keys advance gallery items
- Enter activates a gallery tile / opens the lightbox
- Space toggles video play/pause when a video element is focused
### Screen Reader Hints
- Generated/demo videos carry a descriptive `aria-label`; decorative B-roll uses `aria-hidden="true"`
- Mono labels (model versions, render IDs) read as visible text — no `aria-label` override
- Icon-only buttons require an `aria-label`
- The register flip is purely visual and carries no semantic meaning — do not announce it
### Reduced Motion
Video autoplay disabled (poster frame shown). All decorative motion (scale, translate, parallax) suppressed. Functional motion (focus, modal) capped at 200ms opacity-only.
## 10. Responsive Behavior
| Breakpoint | px | Behavior |
|------------|----------|----------|
| mobile | 0–639 | single column, stacked nav (hamburger), 16px gutters; hero headline drops to ~32px |
| tablet | 640–1023 | 2-column feature grid, condensed nav, headline ~40px |
| desktop | 1024–1279| 3-column gallery, full nav, headline ~52px |
| wide | 1280+ | full layout at 1280 max; full-bleed video breaks the container; headline up to 80px on marquee |
### Touch Targets
44×44px minimum on mobile. Pill buttons retain a ~44px tap height and gain horizontal padding on touch surfaces. Gallery tile tap zones expand to fill the cell.
### Collapsing Strategy
- **Nav**: full-link list above 1024; hamburger sheet (matching the active register) below
- **Hero**: headline tracking relaxes slightly below 768 to avoid character collision; video stays full-bleed, aspect-ratio adapts 16:9 → 4:5 on portrait mobile
- **Feature grid**: 3-col → 2-col → 1-col as width drops; gutters tighten 32 → 16
- **Prose**: 720px max above 1024; full-width with 16–24px horizontal padding below
### Image / Video Behavior
Generated video and model output is served at native aspect ratio. `loading="lazy"` on below-the-fold media; `<video>` uses `preload="metadata"` with a poster frame; `srcset` for retina stills. The dark register's full-bleed video is the LCP element and should be prioritized.
### Container Queries
Gallery tiles use `@container` queries to switch from a horizontal media-plus-caption layout to a stacked layout under ~480px container width.
## 11. Content & Voice ✨
### Tone
Confident, plain, cinematic. Luma writes like a film studio describing its tools — short declarative statements, no hype, no exclamation. The product is "AI Agents for Creative Work"; the sentences stay that clean and direct. The voice trusts the work to be impressive and refuses to oversell it in words.
### Microcopy Patterns
- **Buttons**: "Try Luma", "Get started", "Watch", "Learn more" — single clear verbs, never "Get started for free!"
- **Errors**: "Generation failed. Try again." — terminal period, no apology
- **Success**: "Done." / "Saved." — single word, period
- **Loading**: "Generating…" / "Rendering…" — present participle, ellipsis
### Empty States
- Gallery empty: "Nothing here yet." — plain, no recovery copy
- Search empty: "No results." — two words
- Error empty: "Something went wrong." — calm, no blame
### CTA Verb Conventions
- "Try Luma" (the canonical CTA — product name as object, not "Sign up")
- "Get started" (single allowed marketing verb)
- "Watch" (single verb, not "Watch the demo video")
- "Learn more" (secondary, restrained)
- "Open" (in-product transition)
The voice's signature is restraint: declarative statements where SaaS would use imperative-with-promise, full stops where SaaS would use exclamation. Marketing intensifiers ("powerful", "revolutionary", "magical") are absent — the generated frames make that argument.
## 12. Dark Mode & Theming ✨
Luma is **dual-register by design** — not a light theme with a dark toggle, and not a dark-by-default app. The cinematic black `#000000` hero and footer and the bright white `#ffffff` content body are two halves of a single composition that always appear together. A page is meant to flip between them as you scroll.
Neither register is a user-selectable theme. There is no `prefers-color-scheme` toggle that swaps the whole page light or dark; the registers are authored, fixed bands. The dark register frames the work like a theatre; the light register presents it like a gallery wall. Both run pure monochrome, so the only thing that changes across the seam is which of black and white is foreground.
If you implement a Luma-style page, build both registers and place the flip at the section boundary — do not collapse the page to a single tone. The contrast between the two acts is the brand. A dark-only or white-only Luma page misses the screening-room-into-studio move that defines it.
## 13. Lineage & Influences
Luma's surface inherits from three traditions.
**The product-film register** — Apple's keynote slides, the dark-frame-with-white-headline establishing shot, and A24's title cards. Luma's cinematic black hero with white Graphik floating over generated video is the same move: lights down, frame lit, type quiet and confident. The maximal black/white contrast and the refusal of any brand hue both trace to this product-film discipline, where the work on screen is the only colour allowed.
**The AI-video peer set** — Runway above all, and the broader generative-video field. The near-black screening-room hero, the no-chromatic-accent chrome, and the principle that the generated frames carry all the saturation are shared DNA across the category. Luma differs by leaning harder into the *white studio* second act — Runway oscillates into a warm paper register, while Luma flips to pure white. Vercel contributes the high-contrast monochrome marketing surface and the full-pill CTA grammar.
What Luma rejects: the neon/aurora gradients that signal "generative AI" elsewhere, any brand colour in the chrome, glows on buttons, and dense SaaS-dashboard layouts. The page stays minimal and cinematic so the model output can speak.
**Named influences:**
- Commercial Type (Graphik) — `https://commercialtype.com/catalog/graphik` — the single neo-grotesque editorial voice
- Apple — `https://apple.com` — product-film register, maximal monochrome contrast
- Runway — `https://runwayml.com` — AI-video screening-room hero, no chromatic accent
- A24 — `https://a24films.com` — cinematic film-studio editorial mood
- Vercel — `https://vercel.com` — high-contrast monochrome surface, full-pill CTA grammar
## 14. Do's and Don'ts
### Do
- Build the page as two registers — a cinematic black hero/footer and a white content body — and flip between them at section seams
- Float white Graphik headlines (52px, weight 500) low over full-bleed generated video in the hero
- Keep body type pure black `#000000` on pure white `#ffffff` in the light register — the 21:1 contrast is the brand
- Make every CTA a full pill (radius 9999): white-on-dark in the hero, black-on-white in the body
- Carry hierarchy with weight (500/600/700) and scale, never with colour
- Let the generated frames be the only saturation on the page
- Use Graphik for everything — display and body, one voice from hero to footer
- Keep borders hairline (`#e5e5e5` on white; 5–12% white on dark) instead of heavy shadows
- Keep section padding generous (96–128px) so the work breathes
- Honor reduced-motion by disabling video autoplay and showing a poster frame
- Use terminal periods in microcopy; refuse exclamation marks
- Soften links to grey on hover, never to a brand hue
### Don't
- Introduce a brand colour — saturation belongs to the model output, not the chrome
- Add neon/aurora gradients to signal "generative AI" — Luma deliberately rejects them
- Collapse the page to a single register — a dark-only or white-only Luma misses the screening-room-into-studio move
- Use a second typeface — Graphik carries the whole site
- Make the hero headline bold (700) — it is weight 500; medium, not heavy
- Use 0 (hard brutalist) or 6px (SaaS default) on buttons — they are full pills or nothing
- Apply heavy drop shadows; on white keep them soft (≤0.16 alpha), on dark use tonal steps
- Tint the neutral ramp warm or cool — any hue reads as an unwanted brand colour
- Use `#999999` for readable body text — it fails AA on white; darken to `#666666`
- Animate decoratively under reduced-motion
- Use SaaS-CTA verbs ("Get started for free", "Sign up free", "Try it now!")
- Crop the generated video to a thumbnail in the hero — it is full-bleed or nothing
## 15. Agent Prompt Guide
### Quick Color Reference
```
bg (light): #ffffff (white content studio)
bg (dark): #000000 (cinematic hero/footer)
near-black: #0a0a0a (dark inset panel)
text: #000000 (body on white)
text-invert: #ffffff (hero headline on black)
muted: #666666 (secondary on white, AA)
soft: #999999 (decorative metadata only — fails AA)
muted-dark: #a3a3a3 (muted on black, AAA large)
border: #e5e5e5 (hairline on white)
border-dark: #ffffff1f (12% white on dark)
graphite: #171717 (primary button hover)
ring: #000000 / #ffffff (focus, by register)
```
### Example Component Prompts
1. **"Create a cinematic hero on `#000000` with a full-bleed muted-autoplay generated video, a white Graphik headline at 52px weight 500 line-height 1.06 tracking `-0.02em` floated low-left in a 640px column reading 'AI Agents for Creative Work', an 18px supporting line in `#a3a3a3`, and a white full-pill button 'Try Luma' with `#000000` text beside a ghost-dark pill 'Watch the film'."**
2. **"Design a white content section at `#ffffff`: a 720px prose column, a Graphik h2 at 40/1.1 weight 600 tracking `-0.018em` in `#000000`, body at 16/1.55 in `#000000`, secondary lines in `#666666`, and a black full-pill button 'Get started' with `#ffffff` text."**
3. **"Build a gallery grid on `#ffffff`: three white cards at 12px radius with `1px #e5e5e5` border and a soft `rgba(0,0,0,0.06)` shadow, each holding a generated video at native aspect ratio on top, a Graphik h4 at 24/1.25 weight 600, and a `#666666` caption. Hover lifts the shadow to `rgba(0,0,0,0.10)` and scales the video 1.02."**
4. **"Make a top nav, transparent over the dark hero: Graphik wordmark weight 600 in white hard-left, link list 14/1.0 weight 500 in white hard-right (Research, Dream Machine, Pricing, Sign in) with a white full-pill 'Try Luma' at the far right. On scroll past the hero, fade the background to `#ffffff` with a `1px #e5e5e5` bottom rule and flip the foreground to `#000000`."**
5. **"Compose a dark showcase band on `#000000`: a full-bleed looping video, a small transparent badge with `1px #ffffff3f` border reading 'Ray2' in white 12px, and a white Graphik h3 at 32/1.2 weight 600 caption beneath. No shadow — depth is tonal."**
6. **"Design a model-output lightbox: a `role=dialog` modal over a 0.6-alpha black scrim, the generated video centered at 16px radius, a mono `13px` render-ID label in `#a3a3a3`, ESC to close, white focus ring on the close button."**
### Iteration Guide
1. **Build both registers first**: if your page is all-white or all-black, you've missed the brand. Add the opposite-register band and flip at the section seam.
2. **Refuse colour**: when a CTA or section looks weak, do not add an accent hue — strengthen contrast or weight. The white/black pill is the answer.
3. **Drop the headline to weight 500**: if the hero reads heavy or shouty, it's probably at 700 — pull it to 500. Graphik medium is the Luma voice.
4. **Let the video carry the saturation**: if the page feels flat, the fix is more/better generated video, not a gradient behind the text.
5. **Pill or nothing on buttons**: if you're reaching for 6px or 8px button radius, you're in SaaS register — go to full pill (9999).
6. **Keep shadows soft on white, tonal on dark**: a heavy drop shadow reads as plastic. On white cap alpha at 0.16; on black use `#0a0a0a`/`#171717` steps and a hairline border instead.
7. **Darken `#999999` for any real text**: it fails AA on white. Reserve it for decoration; use `#666666` where copy must be read.
8. **Strip the adjectives**: if you wrote "powerful", "magical", or "revolutionary", cut them. State what it does and let the frames argue.
1. Visual Theme & Atmosphere
Luma is a screening room that opens into a studio. The page begins in cinematic black #000000 — a full-bleed dark hero where a white Graphik headline (52px, weight 500) floats low over generated video, the way a film title sits over an establishing shot. There is no panel, no card, no gradient scrim; the headline is simply white-on-black, and the only colour on the screen is the motion behind it. Then, as you scroll, the page resolves into a bright white #ffffff content surface with pure black #000000 body type — the work pinned to a gallery wall in maximum contrast. This two-act monochrome is the entire brand.
The chrome refuses to compete with the work. Buttons are stark pills — a white “Try Luma” on the dark hero, inverting to black-on-white once the page crosses into the light register. Links are quiet black underlines that soften to grey on hover. There is no brand hue anywhere in the wrapper: no accent blue, no gradient, no glow. The discipline is total, and it is the point — every pixel of saturation on a Luma page comes from the model’s own output, the generated frames and B-roll, never from the interface around them.
Where many AI-creative sites reach for neon and aurora gradients to signal “generative,” Luma reaches for the opposite: the restraint of a product film. The contrast is maximal (21:1 both directions, white-on-black and black-on-white), the hue is zero, and the typography is a single neo-grotesque held at one quiet voice from hero to footer. Hierarchy is carried by weight and scale, never by colour. The effect is closer to an Apple keynote slide or an A24 title card than to a typical SaaS dashboard.
The sensory metaphor is the cut between theatre and gallery. The dark register is the auditorium — lights down, frame lit, attention forward. The light register is the lobby afterward — bright, clean, the stills hung in rows for close inspection. A Luma page moves between the two registers within a single scroll, and the seam between black and white is where the rhythm lives. The chrome stays silent on both sides so the generated video can carry the page.
Key Characteristics
- Two-act monochrome: cinematic black
#000000hero/footer opening into white#ffffffcontent body - White Graphik headlines (52px, weight 500) floating over generated video in the dark register
- Pure black
#000000body type on white in the light register — maximum 21:1 contrast both ways - No chromatic accent anywhere in the chrome — saturation comes from model output only
- Full-pill CTAs (radius 9999): white-on-dark in the hero, black-on-white in the light body
- Single-family typography — Graphik carries display and body; hierarchy by weight, never colour
- Minimal, cinematic atmosphere — product-film register, not dashboard register
- Generous whitespace; full-bleed video; chrome held quiet
- Hierarchy by weight (500/600/700) and scale, never by hue
- Hairline borders (
#e5e5e5on white, 5–12% white on dark) instead of heavy shadows
2. Color Palette & Roles
Primary
- bg (
#ffffff): the white content studio — the light register where body copy lives - bg-dark (
#000000): cinematic black hero and footer — the dark register - bg-near (
#0a0a0a): near-black panel, a half-step off pure black for inset zones - text (
#000000): pure black body type on the white surface - text-invert (
#ffffff): white display copy on the dark hero (the live h1 colour)
Brand & Dark
- brand (
#000000): the brand has no chromatic accent — cinematic black IS the brand - brand-invert (
#ffffff): white as the inverse brand register, used on the dark hero - on-brand (
#ffffff): text on black fills (primary button label)
Accent (intentionally non-chromatic)
- accent-ink (
#000000): black-on-white emphasis, the only “accent” in the light register - accent-snow (
#ffffff): white-on-black emphasis in the dark register - accent-graphite (
#171717): raised dark surface / primary button hover - accent-fog (
#f5f5f5): faint grey wash for insets on white
The accent set is monochromatic by intent. Luma’s only saturation is in the imagery — generated video, model stills, B-roll. The interface itself has no hue. If a Luma page shows colour, it is coming from the work, not the wrapper.
Interactive
- link (
#000000): default black link on white, subtle underline - link-hover (
#666666): softens to mid-grey on hover - link-invert (
#ffffff): white link on the dark register - link-invert-hover (
#cccccc): softens on hover over dark - selected (
#f0f0f0): selected list-item background on white - disabled (
#cccccc): muted disabled foreground
Neutral Scale
A pure neutral ladder runs #ffffff → #fafafa → #f5f5f5 → #e5e5e5 → #d4d4d4 → #a3a3a3 → #737373 → #525252 → #404040 → #262626 → #171717 → #0a0a0a → #000000. The ramp is strictly achromatic — no warm or cool bias — because any hue tint would read as a brand colour, which Luma refuses. #666666 is the signature secondary-text grey on white; #a3a3a3 is its counterpart on dark.
Surface & Borders
- surface (
#ffffff): default card on the white ground - surface-fog (
#f5f5f5): faint grey inset / quiet panel on white - surface-dark (
#0a0a0a): raised panel on the dark register - surface-graphite (
#171717): deeper dark surface - border (
#e5e5e5): hairline divider on white — never heavy - border-strong (
#d4d4d4): visible divider on white, card hover edge - border-dark (
#ffffff1f): 12% white hairline on dark - border-dark-soft (
#ffffff0d): 5% white hairline on dark - ring (
#000000) / ring-invert (#ffffff): focus rings, black on white / white on dark
Shadow Colors
- shadow-ambient (
rgba(0,0,0,0.06)): the lightest card lift on white - shadow-standard (
rgba(0,0,0,0.10)): hover lift on white cards - shadow-elevated (
rgba(0,0,0,0.16)): popovers, menus on white - shadow-dark (
rgba(0,0,0,0.6)): modal elevation over the dark register
Shadows are used sparingly and softly on the white surface; on the dark register, depth is tonal (#000000 → #0a0a0a → #171717) rather than cast. The interface prefers a hairline border to a heavy shadow.
Semantic
- success (
#16a34a) — green, in-product only; never marketing - warning (
#d97706) — amber for system messages - danger (
#dc2626) — destructive actions only, never marketing - info (
#2563eb) — system info; the rare blue is functional, not brand
3. Typography Rules
Font Family
- Display & Body:
"__graphik_7126cf", Graphik, system-ui, -apple-system, "Segoe UI", Helvetica, Arial, sans-serif— weights 400/500/600/700. Graphik is Commercial Type’s neo-grotesque; the__graphik_7126cftoken is the production webfont hash. A single family carries the entire site. - Mono:
ui-monospace, SFMono-Regular, "SF Mono", Menlo, Monaco, Consolas, "Liberation Mono", monospace— weights 400/500, reserved for technical metadata - OpenType: default ligatures and kerning on; tabular figures (
tnum) in any numeric/metric columns; no decorative stylistic sets
Hierarchy
| Role | Font | Size | Weight | Line H | Tracking | Notes |
|---|---|---|---|---|---|---|
| display-hero | Graphik | 80 | 600 | 1.00 | -0.03em | rare full-bleed marquee |
| display-large | Graphik | 64 | 600 | 1.04 | -0.025em | major section heads |
| h1 | Graphik | 52 | 500 | 1.06 | -0.02em | the canonical Luma hero headline (white on black) |
| h2 | Graphik | 40 | 600 | 1.10 | -0.018em | feature heads |
| h3 | Graphik | 32 | 600 | 1.20 | -0.012em | sub-section heads |
| h4 | Graphik | 24 | 600 | 1.25 | -0.005em | card titles |
| h5 | Graphik | 20 | 600 | 1.30 | 0 | small label heads |
| body-large | Graphik | 18 | 400 | 1.55 | 0 | hero supporting copy |
| body | Graphik | 16 | 400 | 1.55 | 0 | default body (the live body token) |
| body-small | Graphik | 14 | 400 | 1.50 | 0 | secondary copy |
| label | Graphik | 13 | 500 | 1.40 | 0 | form labels, UI |
| caption | Graphik | 12 | 500 | 1.40 | 0.02em | image captions |
| overline | Graphik | 11 | 600 | 1.30 | 0.08em | section eyebrow, uppercase |
| button | Graphik | 15 | 500 | 1.00 | -0.005em | CTA label |
| nav-link | Graphik | 14 | 500 | 1.00 | 0 | top nav |
| mono | mono | 13 | 400 | 1.50 | 0 | model versions, technical IDs |
Principles
- One family, one voice: Graphik carries display and body. There is no second sans, no serif, no display face. The voice stays consistent from hero to footer.
- Weight is the hierarchy: display uses 500–700, body uses 400, labels use 500. Emphasis comes from weight and scale — never from colour, because there is no brand colour to reach for.
- The hero is weight 500, not 700: the live h1 sits at 52px / weight 500 — a confident medium, not a heavy bold. Graphik’s even neo-grotesque rhythm reads cleanly at 500 on black.
- Tracking tightens as size grows: display heads pull
-0.02emto-0.03em; body sits at 0; the caption/overline open up to positive+0.02emto+0.08emfor small-cap legibility. - Body breathes at 1.55 line-height: long-form copy on the white surface uses a generous 1.55 leading. Display copy compresses toward 1.0–1.1.
- Mono is metadata only: model versions, render IDs, technical captions. Never marketing copy.
- No italics, no decorative case: emphasis is structural — weight, scale, and the black/white register flip. Uppercase appears only in the overline eyebrow and caption.
- Contrast over colour: at 21:1 in both registers, type never needs colour to separate from ground. The maximal contrast is the legibility strategy.
4. Component Stylings
Buttons
All buttons are full pills (radius 9999) — the live CTA radius (3.35e7px) is a full-pill artifact. Padding 12px 24px, label Graphik 15/1.0 weight 500.
button-primary — the black pill on white (light register)
- Background:
#000000 - Text:
#ffffff, Graphik 15/1.0 weight 500, tracking-0.005em - Border: none
- Radius: 9999 (full pill)
- Padding:
12px 24px - Hover: bg
#171717 - Active: bg
#262626 - Focus: 2px black ring + 2px offset
- Use: “Try Luma”, “Get started” in the white content body
button-invert — the white pill on the dark hero (the live CTA)
- Background:
#ffffff - Text:
#000000, Graphik 15/1.0 weight 500 - Border: none
- Radius: 9999
- Padding:
12px 24px - Hover: bg
#f0f0f0 - Active: bg
#e5e5e5 - Focus: 2px white ring + 2px offset (on
#000000) - Use: the hero “Try Luma” — white-on-black over the cinematic video
button-ghost — outlined pill on white
- Background: transparent
- Text:
#000000, Graphik 15/1.0 weight 500 - Border:
1px solid #e5e5e5 - Radius: 9999
- Hover: border lifts to
#000000, bg#fafafa - Active: bg
#f0f0f0 - Use: secondary actions (“Learn more”, “Watch”) in the light register
button-ghost-dark — outlined pill on the dark hero
- Background: transparent
- Text:
#ffffff, Graphik 15/1.0 weight 500 - Border:
1px solid #ffffff1f - Radius: 9999
- Hover: border
#ffffff5f, bg#ffffff0d - Active: bg
#ffffff14 - Use: secondary CTA beside the white pill in the hero (“Watch the film”)
Cards
White card (feature, gallery on light):
- Background:
#ffffff - Border:
1px solid #e5e5e5 - Radius: 12px
- Padding:
24px - Shadow: ambient
rgba(0,0,0,0.06) 0 1px 2px - Hover: shadow lifts to standard, border darkens to
#d4d4d4
Dark card (panel on the cinematic register):
- Background:
#0a0a0a - Border:
1px solid #ffffff0d - Radius: 12px
- Padding:
24px - Shadow: none — depth is tonal
- Hover: border lifts to
#ffffff1f
Badges / Tags / Pills
Light badge:
- Background:
#f5f5f5 - Text:
#000000, Graphik 12/1.4 weight 500 tracking 0.02em - Border: none
- Radius: 9999
- Padding:
4px 12px - Use: feature tags, “New” on the white surface
Dark badge:
- Background: transparent
- Text:
#ffffff, Graphik 12/1.4 weight 500 - Border:
1px solid #ffffff3f - Radius: 9999
- Padding:
4px 12px - Use: model versions (“Ray2”, “Dream Machine”) on the dark hero
Inputs / Forms
Text input:
- Background:
#ffffff - Text:
#000000, Graphik 15/1.5 - Placeholder:
#999999 - Border:
1px solid #e5e5e5 - Radius: 8px
- Padding:
10px 14px - Focus: border
#000000, 2px black ring
On the dark register, inputs invert: bg #0a0a0a, text #ffffff, border #ffffff1f, placeholder #666666, focus ring #ffffff.
Navigation
- Top bar: 64px tall; transparent over the dark hero, white
#ffffffwith a1px #e5e5e5bottom rule once scrolled into the light register - Wordmark: hard-left, Graphik weight 600, inherits the register’s foreground (white on dark, black on white)
- Link list: hard-right, Graphik 14/1.0 weight 500, gap 24–32px
- Primary CTA pill sits at the far right (white pill on dark, black pill on white)
- Mobile: hamburger collapses into a full-bleed sheet that matches the active register
5. Layout Principles
Spacing System
Base 4px. Scale: 0, 4, 8, 12, 16, 24, 32, 40, 48, 64, 80, 96, 128, 160. Section padding lands at 96 or 128 in the marketing flow; component internal padding clusters at 16–24. The rhythm is generous — Luma gives the work room to breathe rather than packing density.
Grid & Container
- Page max width: 1280px, with full-bleed video sections breaking the container
- Prose max width: 720px for long-form copy in the light register
- Hero is full-bleed video at
#000000with the headline floated low-left in a narrow column (typically 560–720px) - Feature grids: 12-column, 24–32px gutters; gallery tiles serve generated video at native aspect ratio
- Footer returns to the dark register, full-bleed
Whitespace Philosophy
Whitespace is structural, not decorative. The hero gives the headline a large quiet margin so the video reads clearly behind it. In the light register, sections separate with generous 96–128px vertical padding and the white surface itself acts as breathing room. Density is low; the frames are the content, and they need air.
Section Cadence
A Luma page alternates registers: a cinematic black hero → a white content band (features, capabilities) → a full-bleed dark video showcase → a white grid of model outputs → a dark footer. The register flip between sections is the rhythm. Each dark band is a screening; each white band is the lobby. The seam between #000000 and #ffffff is intentional and frequent.
6. Shapes & Radius Scale
| Tier | px | Use |
|---|---|---|
| Micro | 2 | inline chips, tight metadata |
| Standard | 4 | small controls, tags |
| Comfortable | 8 | inputs, in-product chrome |
| Relaxed | 12 | cards, gallery tiles |
| Large | 16 | featured panels, media frames |
| Pill | 9999 | all buttons, badges, status pills |
The signature is the full-pill button (9999) against soft-relaxed cards (12–16). There is no hard-brutalist 0 corner here — even media frames carry a gentle 12–16px radius — and there is no SaaS-default 6px. The contrast is between the pill and the gently rounded card. Buttons are pills or nothing.
7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 | Flat, no shadow | bg surfaces, full-bleed video, hero |
| 1 | ambient shadow rgba(0,0,0,0.06) 0 1px 2px | resting white cards |
| 2 | standard shadow rgba(0,0,0,0.10) 0 4px 16px -2px | white card hover, raised panels |
| 3 | Tonal step (#0a0a0a / #171717 on #000000) | dark inset panels — no shadow |
| 4 | elevated shadow rgba(0,0,0,0.16) 0 16px 32px -8px | popovers, menus on white |
| 5 | dark shadow rgba(0,0,0,0.6) 0 24px 48px -12px | modals, lightbox over dark |
Shadow Philosophy
Elevation is handled two different ways depending on register. On the white surface, shadows are soft, low-opacity, and short-throw — a card barely lifts off the page (0.06–0.16 alpha). On the dark register, depth is achieved through tonal stepping (#000000 → #0a0a0a → #171717) and hairline white borders rather than cast shadow, because a shadow disappears against black. The interface prefers a 1px hairline to a heavy shadow in both registers; depth reads as restraint, never as plastic lift.
8. Interaction & Motion ✨
Easing
ease-standardcubic-bezier(0.4, 0, 0.2, 1)— default for hovers and state changesease-emphasizedcubic-bezier(0.2, 0, 0, 1)— entrances, reveals, register transitionsease-outcubic-bezier(0, 0, 0.2, 1)— exits, dismissalsease-incubic-bezier(0.4, 0, 1, 1)— rare, for elements leaving the viewport
Durations
duration-fast150ms — focus rings, micro hovers, button stateduration-standard240ms — card hovers, menu opens, nav background fadeduration-slow320ms — reveals, modal opensduration-page480ms — section reveals, video crossfades, register transitions
Per-Component Micro-States
- Button hover: bg shifts in 150ms
ease-standard. Black primary lifts to#171717; white invert drops to#f0f0f0. No scale, no glow. - Card hover (white): shadow lifts from ambient to standard over 240ms; border darkens
#e5e5e5→#d4d4d4. Nested media may scale 1.02 over 320msease-emphasized. - Card hover (dark): border lifts from
#ffffff0dto#ffffff1fover 240ms — tonal only. - Link hover: black underline softens to
#666666(white to#ccccccon dark) over 150ms; no colour shift to a brand hue. - Hero video: autoplays muted, loops full-bleed; scenes crossfade over 480ms.
- Nav on scroll: background fades from transparent to
#ffffff(with a1px #e5e5e5rule) over 240ms as the page leaves the dark hero.
Page Transitions
Section content reveals via IntersectionObserver — a fade-up over 480ms ease-emphasized with a 16px transform-y. The register flip (black ↔ white band) is a hard cut between sections, not a gradient; the contrast itself is the transition. Hero video autoplays muted and loops; gallery tiles reveal in staggered fade-up.
Reduced Motion
Respects prefers-reduced-motion: reduce. Video autoplay is disabled and a still poster frame is shown. All transforms (scale, translate-y, parallax) are dropped; transitions degrade to opacity-only fades capped at 200ms. This matters because Luma’s surface leans on motion — the reduced-motion path must stay coherent with static frames.
9. Accessibility & A11y ✨
Contrast Pairs
#000000on#ffffff(body on white): 21.0:1 — AAA, the theoretical maximum#ffffffon#000000(hero h1 on black): 21.0:1 — AAA, the maximum, in the opposite direction#666666on#ffffff(muted secondary on white): 5.7:1 — AA at all sizes#999999on#ffffff(soft metadata on white): 2.8:1 — fails AA; reserve for decorative/non-essential labels only, or darken to#666666for any readable text#a3a3a3on#000000(muted on dark): 8.9:1 — AAA at large sizes#000000pill on#ffffffground (primary button): 21.0:1 label-to-ground — AAA
Because the brand runs pure black and pure white, both primary registers clear AAA with margin to spare. The only contrast risk is the soft grey #999999 — keep it off essential text.
Focus Indicators
- 2px solid
#000000ring with 2px offset on the white surface - 2px solid
#ffffffring with 2px offset on the dark register - Never removed;
:focus-visibleonly so mouse users don’t see rings
ARIA Patterns
- Dialog: lightbox/video modal uses
role="dialog"aria-modal="true"witharia-labelledby - Status: video/generation loading uses
role="status"witharia-live="polite" - Listbox / grid: gallery of model outputs uses appropriate
role="list"/role="listitem"with arrow-key traversal - Region: each register band is a
<section>with an accessible name
Keyboard Navigation
- Tab order follows visual flow, register to register
- ESC closes lightbox, modal, and the mobile menu sheet
- Arrow keys advance gallery items
- Enter activates a gallery tile / opens the lightbox
- Space toggles video play/pause when a video element is focused
Screen Reader Hints
- Generated/demo videos carry a descriptive
aria-label; decorative B-roll usesaria-hidden="true" - Mono labels (model versions, render IDs) read as visible text — no
aria-labeloverride - Icon-only buttons require an
aria-label - The register flip is purely visual and carries no semantic meaning — do not announce it
Reduced Motion
Video autoplay disabled (poster frame shown). All decorative motion (scale, translate, parallax) suppressed. Functional motion (focus, modal) capped at 200ms opacity-only.
10. Responsive Behavior
| Breakpoint | px | Behavior |
|---|---|---|
| mobile | 0–639 | single column, stacked nav (hamburger), 16px gutters; hero headline drops to ~32px |
| tablet | 640–1023 | 2-column feature grid, condensed nav, headline ~40px |
| desktop | 1024–1279 | 3-column gallery, full nav, headline ~52px |
| wide | 1280+ | full layout at 1280 max; full-bleed video breaks the container; headline up to 80px on marquee |
Touch Targets
44×44px minimum on mobile. Pill buttons retain a ~44px tap height and gain horizontal padding on touch surfaces. Gallery tile tap zones expand to fill the cell.
Collapsing Strategy
- Nav: full-link list above 1024; hamburger sheet (matching the active register) below
- Hero: headline tracking relaxes slightly below 768 to avoid character collision; video stays full-bleed, aspect-ratio adapts 16:9 → 4:5 on portrait mobile
- Feature grid: 3-col → 2-col → 1-col as width drops; gutters tighten 32 → 16
- Prose: 720px max above 1024; full-width with 16–24px horizontal padding below
Image / Video Behavior
Generated video and model output is served at native aspect ratio. loading="lazy" on below-the-fold media; <video> uses preload="metadata" with a poster frame; srcset for retina stills. The dark register’s full-bleed video is the LCP element and should be prioritized.
Container Queries
Gallery tiles use @container queries to switch from a horizontal media-plus-caption layout to a stacked layout under ~480px container width.
11. Content & Voice ✨
Tone
Confident, plain, cinematic. Luma writes like a film studio describing its tools — short declarative statements, no hype, no exclamation. The product is “AI Agents for Creative Work”; the sentences stay that clean and direct. The voice trusts the work to be impressive and refuses to oversell it in words.
Microcopy Patterns
- Buttons: “Try Luma”, “Get started”, “Watch”, “Learn more” — single clear verbs, never “Get started for free!”
- Errors: “Generation failed. Try again.” — terminal period, no apology
- Success: “Done.” / “Saved.” — single word, period
- Loading: “Generating…” / “Rendering…” — present participle, ellipsis
Empty States
- Gallery empty: “Nothing here yet.” — plain, no recovery copy
- Search empty: “No results.” — two words
- Error empty: “Something went wrong.” — calm, no blame
CTA Verb Conventions
- “Try Luma” (the canonical CTA — product name as object, not “Sign up”)
- “Get started” (single allowed marketing verb)
- “Watch” (single verb, not “Watch the demo video”)
- “Learn more” (secondary, restrained)
- “Open” (in-product transition)
The voice’s signature is restraint: declarative statements where SaaS would use imperative-with-promise, full stops where SaaS would use exclamation. Marketing intensifiers (“powerful”, “revolutionary”, “magical”) are absent — the generated frames make that argument.
12. Dark Mode & Theming ✨
Luma is dual-register by design — not a light theme with a dark toggle, and not a dark-by-default app. The cinematic black #000000 hero and footer and the bright white #ffffff content body are two halves of a single composition that always appear together. A page is meant to flip between them as you scroll.
Neither register is a user-selectable theme. There is no prefers-color-scheme toggle that swaps the whole page light or dark; the registers are authored, fixed bands. The dark register frames the work like a theatre; the light register presents it like a gallery wall. Both run pure monochrome, so the only thing that changes across the seam is which of black and white is foreground.
If you implement a Luma-style page, build both registers and place the flip at the section boundary — do not collapse the page to a single tone. The contrast between the two acts is the brand. A dark-only or white-only Luma page misses the screening-room-into-studio move that defines it.
13. Lineage & Influences
Luma’s surface inherits from three traditions.
The product-film register — Apple’s keynote slides, the dark-frame-with-white-headline establishing shot, and A24’s title cards. Luma’s cinematic black hero with white Graphik floating over generated video is the same move: lights down, frame lit, type quiet and confident. The maximal black/white contrast and the refusal of any brand hue both trace to this product-film discipline, where the work on screen is the only colour allowed.
The AI-video peer set — Runway above all, and the broader generative-video field. The near-black screening-room hero, the no-chromatic-accent chrome, and the principle that the generated frames carry all the saturation are shared DNA across the category. Luma differs by leaning harder into the white studio second act — Runway oscillates into a warm paper register, while Luma flips to pure white. Vercel contributes the high-contrast monochrome marketing surface and the full-pill CTA grammar.
What Luma rejects: the neon/aurora gradients that signal “generative AI” elsewhere, any brand colour in the chrome, glows on buttons, and dense SaaS-dashboard layouts. The page stays minimal and cinematic so the model output can speak.
Named influences:
- Commercial Type (Graphik) —
https://commercialtype.com/catalog/graphik— the single neo-grotesque editorial voice - Apple —
https://apple.com— product-film register, maximal monochrome contrast - Runway —
https://runwayml.com— AI-video screening-room hero, no chromatic accent - A24 —
https://a24films.com— cinematic film-studio editorial mood - Vercel —
https://vercel.com— high-contrast monochrome surface, full-pill CTA grammar
14. Do’s and Don’ts
Do
- Build the page as two registers — a cinematic black hero/footer and a white content body — and flip between them at section seams
- Float white Graphik headlines (52px, weight 500) low over full-bleed generated video in the hero
- Keep body type pure black
#000000on pure white#ffffffin the light register — the 21:1 contrast is the brand - Make every CTA a full pill (radius 9999): white-on-dark in the hero, black-on-white in the body
- Carry hierarchy with weight (500/600/700) and scale, never with colour
- Let the generated frames be the only saturation on the page
- Use Graphik for everything — display and body, one voice from hero to footer
- Keep borders hairline (
#e5e5e5on white; 5–12% white on dark) instead of heavy shadows - Keep section padding generous (96–128px) so the work breathes
- Honor reduced-motion by disabling video autoplay and showing a poster frame
- Use terminal periods in microcopy; refuse exclamation marks
- Soften links to grey on hover, never to a brand hue
Don’t
- Introduce a brand colour — saturation belongs to the model output, not the chrome
- Add neon/aurora gradients to signal “generative AI” — Luma deliberately rejects them
- Collapse the page to a single register — a dark-only or white-only Luma misses the screening-room-into-studio move
- Use a second typeface — Graphik carries the whole site
- Make the hero headline bold (700) — it is weight 500; medium, not heavy
- Use 0 (hard brutalist) or 6px (SaaS default) on buttons — they are full pills or nothing
- Apply heavy drop shadows; on white keep them soft (≤0.16 alpha), on dark use tonal steps
- Tint the neutral ramp warm or cool — any hue reads as an unwanted brand colour
- Use
#999999for readable body text — it fails AA on white; darken to#666666 - Animate decoratively under reduced-motion
- Use SaaS-CTA verbs (“Get started for free”, “Sign up free”, “Try it now!”)
- Crop the generated video to a thumbnail in the hero — it is full-bleed or nothing
15. Agent Prompt Guide
Quick Color Reference
bg (light): #ffffff (white content studio)
bg (dark): #000000 (cinematic hero/footer)
near-black: #0a0a0a (dark inset panel)
text: #000000 (body on white)
text-invert: #ffffff (hero headline on black)
muted: #666666 (secondary on white, AA)
soft: #999999 (decorative metadata only — fails AA)
muted-dark: #a3a3a3 (muted on black, AAA large)
border: #e5e5e5 (hairline on white)
border-dark: #ffffff1f (12% white on dark)
graphite: #171717 (primary button hover)
ring: #000000 / #ffffff (focus, by register)Example Component Prompts
-
“Create a cinematic hero on
#000000with a full-bleed muted-autoplay generated video, a white Graphik headline at 52px weight 500 line-height 1.06 tracking-0.02emfloated low-left in a 640px column reading ‘AI Agents for Creative Work’, an 18px supporting line in#a3a3a3, and a white full-pill button ‘Try Luma’ with#000000text beside a ghost-dark pill ‘Watch the film’.” -
“Design a white content section at
#ffffff: a 720px prose column, a Graphik h2 at 40/1.1 weight 600 tracking-0.018emin#000000, body at 16/1.55 in#000000, secondary lines in#666666, and a black full-pill button ‘Get started’ with#fffffftext.” -
“Build a gallery grid on
#ffffff: three white cards at 12px radius with1px #e5e5e5border and a softrgba(0,0,0,0.06)shadow, each holding a generated video at native aspect ratio on top, a Graphik h4 at 24/1.25 weight 600, and a#666666caption. Hover lifts the shadow torgba(0,0,0,0.10)and scales the video 1.02.” -
“Make a top nav, transparent over the dark hero: Graphik wordmark weight 600 in white hard-left, link list 14/1.0 weight 500 in white hard-right (Research, Dream Machine, Pricing, Sign in) with a white full-pill ‘Try Luma’ at the far right. On scroll past the hero, fade the background to
#ffffffwith a1px #e5e5e5bottom rule and flip the foreground to#000000.” -
“Compose a dark showcase band on
#000000: a full-bleed looping video, a small transparent badge with1px #ffffff3fborder reading ‘Ray2’ in white 12px, and a white Graphik h3 at 32/1.2 weight 600 caption beneath. No shadow — depth is tonal.” -
“Design a model-output lightbox: a
role=dialogmodal over a 0.6-alpha black scrim, the generated video centered at 16px radius, a mono13pxrender-ID label in#a3a3a3, ESC to close, white focus ring on the close button.”
Iteration Guide
- Build both registers first: if your page is all-white or all-black, you’ve missed the brand. Add the opposite-register band and flip at the section seam.
- Refuse colour: when a CTA or section looks weak, do not add an accent hue — strengthen contrast or weight. The white/black pill is the answer.
- Drop the headline to weight 500: if the hero reads heavy or shouty, it’s probably at 700 — pull it to 500. Graphik medium is the Luma voice.
- Let the video carry the saturation: if the page feels flat, the fix is more/better generated video, not a gradient behind the text.
- Pill or nothing on buttons: if you’re reaching for 6px or 8px button radius, you’re in SaaS register — go to full pill (9999).
- Keep shadows soft on white, tonal on dark: a heavy drop shadow reads as plastic. On white cap alpha at 0.16; on black use
#0a0a0a/#171717steps and a hairline border instead. - Darken
#999999for any real text: it fails AA on white. Reserve it for decoration; use#666666where copy must be read. - Strip the adjectives: if you wrote “powerful”, “magical”, or “revolutionary”, cut them. State what it does and let the frames argue.
Drop luma into your project, then ship the actual sections in an afternoon.
1 · install design
npx @webdesignhot/design-md add luma 2 · ship landing page
npx agentkit init --design luma