light · dark · bold · sans · fintech · purple · neobank · brazil
DESIGN.md inspired by Nubank
Roxo #8d0de3 as the whole brand — white nuSansDisplay on dark purple, 999px pill CTAs, anti-bank warmth.
By webdesignhot · nubank.com.br ↗
$ npx @webdesignhot/design-md add nubank
Learn more about the CLI → Compare to…
Aave Ghost-soft DeFi — lavender #978fff on white, custom Aave Repro sans, pastel gradients in a usually-brutalist lending space. Accenture Dark hero, white Graphik, and one electric purple — the `>` greater-than mark made into a whole consulting brand. '#a600ff' is always moving forward. Adidas Pure-black sport-utility, AdihausDIN/adidasFG uppercase, three-stripe geometry — the engineering canon for global sportswear. Adobe Creative-suite chrome — paper-white canvas, magenta-to-orange wordmark gradient, and Adobe Clean carrying every product grid. 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. Luma AI A cinematic black screening room that opens into a white studio — Graphik set tight, every CTA a full white pill. Magic Eden Mint-cream canvas, magenta-mint accent duet, and a custom Foundry display — Solana-native marketplace as boutique gallery. Mailchimp Cavendish-yellow chunkiness — a custom display serif (Cooper Light), the signature `#ffe01b` block, and a brand voice that hugs you while it ships campaigns. Marriott Luxury-hospitality restraint — Caudex serif for editorial moments, off-white canvas, gold-bronze CTA, photographed-resort hero. Mastercard Cream-canvas editorial fintech, circular-portrait orbits, MarkForMC at 450 weight — institutional-but-warm payments brand. MasterClass Pure-black cinema with custom display serif and editorial reverence — celebrity-instructor learning as a premium streaming product. Medium Editorial reading-first publishing — magazine-grade serif body, GT Super display, signature green-on-white pill CTAs. Mercedes-Benz Three-pointed-star authority — MBCorpo on near-black canvas, silver-blue Mercury A near-pure white canvas with a literary serif headline and a signature mercury-mint accent — banking dressed as a quiet magazine. Meta Optimistic blue (#0467df) on a white corporate canvas — Optimistic Display headlines, generous space, social-platform conglomerate at rest. MetaMask Foxy Orange on white — Ethereum wallet design with custom MM Sans, 8-bit fox mascot, friendly-utility voice. Microsoft Fluent surfaces — off-white canvas, Segoe UI Variable Display, and a Cortana-blue action color carrying every product. Midjourney A deep cosmic canvas where JetBrains Mono headlines float over a wide-gamut OKLCH rainbow — a research lab dressed as a chapel. MiniMax Stark monochrome canvas broken open by vibrant gradient product cards — coral, magenta, blue, purple as model identity. Mintlify Documentation-platform marketing — pure white canvas, mint-green accent, Inter at tight tracking, near-black pill CTAs. Miro Canary-yellow Mistral Butter-yellow canvas, Arial as a deliberate anti-tech statement, and zero-radius rectangles — French AI as a brutalist art-school manifesto. Modal Serverless GPU infra in lime-green — `#0c0c0c` canvas, electric `#7fee64` accent, custom Modal Mono on every chip and code block. Monday.com Project management in confident red-pink — Poppins display at bold weights with a colorful saturated palette and a playfully energetic visual rhythm. MongoDB Signature MongoDB green Monzo Hot Coral `#ff4f40` on bright white, MonzoSans humanist geometry, and a transparent challenger-bank warmth. Motion AI-calendar productivity in green-and-purple — Inter at modest weights with a green-to-purple voltage gradient signaling the AI scheduler, anchored by a clean white canvas. MSI Dragon-red `#ff0000` on jet black with bold display sans — the Taipei dragon-heritage gaming hardware brand. Mux Video API for developers — Aeonik on light-cream, Rotonto display, JetBrainsMono CTAs, sharp 0px corners. MyFitnessPal Fitness-tracking utility — MFP Blue on white, Inter sans, dense calorie-and-macro grids, conversion-first navigation. Neon Serverless Postgres dressed in late-night green — a near-black canvas with a single electric mint accent. Netflix Pure-black streaming theatre with signature `#e50914` red and Netflix Sans — the canonical media-tile grid. Nike Pure black, pure white, Helvetica Now — pill CTAs and full-bleed athletic photography on a single soft cloud gray. Nintendo Joyful red on paper-white — Nintendo's site is the toy-aisle of the web, illustration-rich and refusal-of-darkness intentional. Notion Off-white canvas with Lyon serif accents and a custom NotionInter — a workspace dressed as a literary magazine. 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-subtle
#f5f2fa - bg-purple-tint
#f3e9fd - surface
#ffffff - surface-purple
#8d0de3 - surface-purple-deep
#6a0aab - surface-purple-deepest
#3d0764 - text AAA · 21.0
#000000 - text-body
#1a1a1a - text-muted
#595959 - text-subtle
#8a8a8a - text-on-purple
#ffffff - text-on-purple-muted
#ecd9ff - brand AA · 6.4
#8d0de3 - brand-bright
#a32ff0 - brand-deep
#6a0aab - brand-soft
rgba(141, 13, 227, 0.10) - on-brand
#ffffff - accent-pink
#ff4d8b - accent-yellow
#ffd23f - link
#8d0de3 - link-on-purple
#ffffff - link-hover
#6a0aab - border AAA · 21.0
#000000 - border-soft
rgba(0, 0, 0, 0.10) - border-purple
#8d0de3 - border-on-purple
rgba(255, 255, 255, 0.30) - semantic-success
#2db84f - semantic-warning
#f5a623 - semantic-danger
#e02d2d - semantic-info
#8d0de3 - focus-ring
rgba(141, 13, 227, 0.45) - shadow-ambient
rgba(17, 0, 33, 0.06) - shadow-soft
rgba(17, 0, 33, 0.10) - shadow-standard
rgba(17, 0, 33, 0.14) - shadow-elevated
rgba(17, 0, 33, 0.20)
Ship faster than ever.
display-mega nuSansDisplay 112px w600 -1.4px
Ship faster than ever.
display-hero nuSansDisplay 80px w600 -1.2px
Ship faster than ever.
display-lg nuSansDisplay 56px w600 -0.9px
Ship faster than ever.
h1 nuSansDisplay 40px w600 -0.6px
Built for teams that ship.
h2 nuSansDisplay 32px w600 -0.4px
A complete kit
h3 nuSansDisplay 24px w600 -0.2px
The quick brown fox jumps over the lazy dog.
h4 nuSansDisplay 20px w600 0
The quick brown fox jumps over the lazy dog.
title-sm nuSansText 18px w600 0
The quick brown fox jumps over the lazy dog.
body-lg nuSansText 18px w400 0
The quick brown fox jumps over the lazy dog.
body nuSansText 16px w400 0
The quick brown fox jumps over the lazy dog.
body-strong nuSansText 16px w600 0
The quick brown fox jumps over the lazy dog.
button nuSansText 16px w600 0
The quick brown fox jumps over the lazy dog.
nav-link nuSansText 15px w500 0
The quick brown fox jumps over the lazy dog.
body-sm nuSansText 14px w400 0
OUR DESIGN SYSTEM
label nuSansText 13px w500 0
The quick brown fox jumps over the lazy dog.
eyebrow nuSansText 13px w600 0.08em
OUR DESIGN SYSTEM
caption nuSansText 12px w500 0.02em
The quick brown fox jumps over the lazy dog.
legal nuSansText 12px w400 0
- none
0px - micro
2px - sm
4px - md
8px - lg
12px - xl
16px - xxl
24px - 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-pink
- muted → text-muted
- border → border
- ring → focus-ring
Export
4 formats · paste-ready
Tailwind
theme.extend block for tailwind.config.js
CSS variables
:root { --bg, --text, --brand, … } you can paste anywhere
DTCG JSON
W3C Design Tokens Community Group format
Figma Variables
Importable into Figma → Variables → Import
---
name: Nubank
tagline: 'Roxo #8d0de3 as the whole brand — white nuSansDisplay on dark purple, 999px pill CTAs, anti-bank warmth.'
updated_at: 2026-05-29T00:00:00.000Z
published_at: 2026-05-28T22:15:14.013Z
author: webdesignhot
source_url: https://nubank.com.br
spec: webdesignhot/0.1
quality: curated
featured: false
categories: [fintech]
tags: [light, dark, bold, sans, fintech, purple, neobank, brazil]
preview_swatch: ['#8d0de3', '#ffffff', '#000000']
related: []
description: 'Nubank is Latin America''s largest neobank, and its entire visual identity collapses into one colour: Nu Roxo (Nubank purple) `#8d0de3` — an electric, slightly magenta-leaning violet that the brand calls simply "o roxo" (the purple). Where legacy Brazilian banks armour themselves in navy, gold, and marble, Nubank rejected all of it for a single saturated purple applied with conviction — on the iconic no-number card, on every CTA, on full-bleed hero panels, on the wordmark. The marketing site pairs a clean white canvas with deep-purple immersive sections: white running body and black ink on paper-light backgrounds, then white `nuSansDisplay` headlines stamped onto saturated `#8d0de3` hero panels. Type is the custom `nuSans` superfamily — `nuSansDisplay` for headlines (drawn large, ~80–112px, weight 600, with tight negative tracking) and `nuSansText` for body — a humanist-geometric sans that reads warm and approachable rather than corporate. Every actionable element is a fully-rounded 999px pill: the primary CTA is purple-filled with white text, the secondary is a purple-outline ghost. The posture is deliberately anti-traditional-bank — friendly, plain-spoken, Portuguese-first, optimistic. Nubank doesn''t whisper trust through gravitas; it earns it through clarity, generous whitespace, and the relentless confidence of a brand that bet everything on one purple.'
# 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-pink
muted: text-muted
border: border
ring: focus-ring
colors:
bg: '#ffffff' # paper-white canvas — the default light ground
bg-subtle: '#f5f2fa' # faintest purple-tinted off-white for alternating bands
bg-purple-tint: '#f3e9fd' # pale lavender wash — info cards, soft callouts
surface: '#ffffff' # default card surface on the light canvas
surface-purple: '#8d0de3' # immersive full-bleed purple hero/section panel
surface-purple-deep: '#6a0aab' # deeper purple for layered panels / footers on dark
surface-purple-deepest: '#3d0764' # near-black purple — deepest immersive ground
text: '#000000' # primary ink on the light canvas
text-body: '#1a1a1a' # near-black running body
text-muted: '#595959' # captions, metadata on light
text-subtle: '#8a8a8a' # disabled, lowest hierarchy on light
text-on-purple: '#ffffff' # white headline + body on purple panels
text-on-purple-muted: '#ecd9ff' # soft lavender-white body on purple
brand: '#8d0de3' # Nu Roxo — THE purple, the entire brand
brand-bright: '#a32ff0' # lighter purple for hover/active lift
brand-deep: '#6a0aab' # pressed/active deeper purple
brand-soft: 'rgba(141, 13, 227, 0.10)' # purple at 10% — badge tint, hover wash on light
on-brand: '#ffffff' # white text on the purple CTA fill
accent-pink: '#ff4d8b' # rare warm-pink accent — promo, NuConta highlights
accent-yellow: '#ffd23f' # rare optimism-yellow — illustration, reward moments
link: '#8d0de3' # default link in brand purple on light
link-on-purple: '#ffffff' # link on purple panels — white, underlined
link-hover: '#6a0aab' # deeper purple link hover on light
border: '#000000' # full-weight ink hairline / outline-button stroke
border-soft: 'rgba(0, 0, 0, 0.10)' # default 1px hairline divider on light
border-purple: '#8d0de3' # purple outline for ghost CTA + focused inputs
border-on-purple: 'rgba(255, 255, 255, 0.30)' # hairline divider on purple panels
semantic-success: '#2db84f' # confirmation green
semantic-warning: '#f5a623' # caution amber
semantic-danger: '#e02d2d' # error red
semantic-info: '#8d0de3' # info matches brand purple
focus-ring: 'rgba(141, 13, 227, 0.45)' # 3px brand-purple focus ring
shadow-ambient: 'rgba(17, 0, 33, 0.06)' # purple-tinted ambient on light
shadow-soft: 'rgba(17, 0, 33, 0.10)'
shadow-standard: 'rgba(17, 0, 33, 0.14)'
shadow-elevated: 'rgba(17, 0, 33, 0.20)'
typography:
display:
family: 'nuSansDisplay, "nuSansDisplay Fallback", system-ui, -apple-system, Arial, Helvetica, sans-serif'
weights: [500, 600, 700]
opentype-features: ['kern']
body:
family: 'nuSansText, "nuSansText Fallback", system-ui, -apple-system, Arial, Helvetica, sans-serif'
weights: [400, 500, 600]
mono:
family: 'ui-monospace, SFMono-Regular, "SF Mono", Menlo, monospace'
weights: [400, 500]
scale:
display-mega: { size: 112, weight: 600, lineHeight: 0.90, tracking: '-1.4px', family: display, opentype: 'kern' }
display-hero: { size: 80, weight: 600, lineHeight: 0.95, tracking: '-1.2px', family: display, opentype: 'kern' }
display-lg: { size: 56, weight: 600, lineHeight: 1.02, tracking: '-0.9px', family: display, opentype: 'kern' }
h1: { size: 40, weight: 600, lineHeight: 1.08, tracking: '-0.6px', family: display }
h2: { size: 32, weight: 600, lineHeight: 1.15, tracking: '-0.4px', family: display }
h3: { size: 24, weight: 600, lineHeight: 1.25, tracking: '-0.2px', family: display }
h4: { size: 20, weight: 600, lineHeight: 1.30, tracking: '0', family: display }
title-sm: { size: 18, weight: 600, lineHeight: 1.35, tracking: '0', family: body }
body-lg: { size: 18, weight: 400, lineHeight: 1.55, tracking: '0', family: body }
body: { size: 16, weight: 400, lineHeight: 1.55, tracking: '0', family: body }
body-strong: { size: 16, weight: 600, lineHeight: 1.55, tracking: '0', family: body }
body-sm: { size: 14, weight: 400, lineHeight: 1.50, tracking: '0', family: body }
label: { size: 13, weight: 500, lineHeight: 1.40, tracking: '0', family: body }
caption: { size: 12, weight: 500, lineHeight: 1.40, tracking: '0.02em', family: body }
eyebrow: { size: 13, weight: 600, lineHeight: 1.30, tracking: '0.08em', family: body }
button: { size: 16, weight: 600, lineHeight: 1.20, tracking: '0', family: body }
nav-link: { size: 15, weight: 500, lineHeight: 1.40, tracking: '0', family: body }
legal: { size: 12, weight: 400, lineHeight: 1.50, tracking: '0', family: body }
radius:
none: 0
micro: 2
sm: 4
md: 8
lg: 12
xl: 16
xxl: 24
pill: 9999
spacing:
base: 4
scale: { xxs: 4, xs: 8, sm: 12, base: 16, md: 24, lg: 32, xl: 48, xxl: 64, section: 96, hero: 128 }
layout:
page-width: 1280
prose-width: 720
header-height: 64
components:
button-primary: { bg: brand, text: on-brand, padding: '16px 32px', height: 52, radius: pill, font: button }
button-primary-sm: { bg: brand, text: on-brand, padding: '12px 24px', height: 44, radius: pill, font: button }
button-ghost: { bg: transparent, text: brand, border: '1px solid border-purple', padding: '15px 31px', height: 52, radius: pill, font: button }
button-on-purple: { bg: bg, text: brand, padding: '16px 32px', height: 52, radius: pill, font: button }
button-ghost-on-purple: { bg: transparent, text: on-brand, border: '1px solid border-on-purple', padding: '15px 31px', height: 52, radius: pill, font: button }
button-text: { bg: transparent, text: brand, font: button }
card: { bg: surface, border: '1px solid border-soft', radius: lg, padding: 24 }
card-purple: { bg: surface-purple, text: text-on-purple, radius: xl, padding: 32 }
card-soft: { bg: bg-purple-tint, radius: lg, padding: 24 }
input: { bg: bg, border: '1px solid border-soft', text: text, radius: md, padding: '14px 16px', height: 52 }
badge-pill: { bg: brand-soft, text: brand, radius: pill, padding: '4px 12px', font: caption }
hero-band-purple: { bg: surface-purple, text: text-on-purple, padding: hero, font: display-hero }
hero-band-light: { bg: bg, text: text, padding: hero, font: display-hero }
top-nav: { bg: bg, text: text, height: 64, font: nav-link }
footer: { bg: surface-purple-deepest, text: text-on-purple, padding: '64px 0', font: body-sm }
motion:
ease-standard: 'cubic-bezier(0.4, 0, 0.2, 1)'
ease-emphasized: 'cubic-bezier(0.2, 0, 0, 1)'
ease-entrance: 'cubic-bezier(0, 0, 0.2, 1)'
duration-fast: 150
duration-standard: 240
duration-slow: 320
reduced-motion: 'respects prefers-reduced-motion: reduce — section parallax, card lifts, and illustration loops collapse to static states'
breakpoints:
mobile: 640
tablet: 1024
desktop: 1280
wide: 1536
shadows:
ambient: 'rgba(17, 0, 33, 0.06) 0 1px 2px'
soft: 'rgba(17, 0, 33, 0.10) 0 4px 12px'
standard: 'rgba(17, 0, 33, 0.14) 0 8px 24px'
elevated: 'rgba(17, 0, 33, 0.20) 0 24px 48px -8px'
ring: '0 0 0 3px rgba(141, 13, 227, 0.45)'
accessibility:
contrast-text-on-bg: 21.0
contrast-body-on-bg: 18.1
contrast-on-purple-on-brand: 5.7
contrast-brand-on-bg: 5.7
focus-ring: '3px solid rgba(141,13,227,0.45) with 2px offset'
reduced-motion-honored: true
min-target: 44
dark-mode: light-with-purple-immersion
---
## 1. Visual Theme & Atmosphere
Nubank's visual identity is the most single-minded colour bet in modern fintech: the **entire brand is one purple**, `#8d0de3` — an electric, slightly magenta-leaning violet the brand simply calls **"o roxo"** (the purple). It arrived in 2013 as a deliberate provocation. Brazilian banking was a fortress of navy, gold, and grey marble; Nubank answered with a single saturated purple stamped onto a credit card with no number on the front. That card became a status object, and the colour became the company. Today the purple is everywhere — the wordmark, every CTA, full-bleed hero panels, illustration, the card itself — applied not as an accent but as the **entire identity**. There is no "Nubank blue" or "Nubank secondary"; there is the purple, and there is white.
The site lives in two registers that alternate down the page. The **light register** is a clean paper-white canvas (`#ffffff`) carrying black ink (`#000000`) and near-black body, with purple reserved for links, CTAs, and small accents — calm, generous, optimistic. The **immersive register** flips to full-bleed `#8d0de3` purple panels where white `nuSansDisplay` headlines are drawn enormous (80–112px) and the whole viewport becomes the brand colour. The hero is one of these dark-purple immersive moments: a white headline at roughly 83–112px in nuSansDisplay weight 600, set against the saturated purple, with a white-filled pill CTA below. The rhythm of the page is this back-and-forth — paper-light explanatory sections, then a purple panel that reasserts the brand, then light again.
Type is the custom **nuSans** superfamily, commissioned to give the brand a voice that reads warm and human rather than institutional. **nuSansDisplay** handles headlines — a humanist-geometric sans with friendly curves and generous apertures, drawn large with tight negative tracking (-1.2px to -1.4px at hero sizes) so the words lock into a confident, poster-like block. **nuSansText** handles body copy, optimised for screen reading at 16–18px with a comfortable 1.55 line-height. The pairing feels approachable and plainspoken — the typographic equivalent of a bank that talks to you in plain Portuguese instead of legalese.
Geometry is **soft and rounded everywhere**. Every actionable element is a **fully-rounded 999px pill**: the primary CTA is purple-filled with white text; the secondary is a purple-outline ghost (transparent fill, purple stroke, purple text). On purple panels the logic inverts — the primary becomes a white-filled pill with purple text, the secondary a white-outline ghost. Cards use a comfortable 12–16px radius. Nothing is hard-cornered; the brand's friendliness is encoded in its curves.
The overall posture is **deliberately anti-traditional-bank**: friendly, confident, optimistic, Portuguese-first. Where legacy banks project gravitas through marble and seriousness, Nubank projects trust through **clarity and warmth** — generous whitespace, plain language, big friendly type, and the relentless confidence of a brand that bet everything on one colour and won. It feels less like a bank and more like a well-designed consumer-tech product that happens to hold your money.
**Key Characteristics:**
- A one-colour brand: Nu Roxo `#8d0de3` is the entire identity — CTAs, heroes, wordmark, card
- Two alternating registers: paper-white light sections and full-bleed `#8d0de3` purple immersion
- White `nuSansDisplay` headlines at 80–112px on the purple hero, weight 600, tight negative tracking
- Custom nuSans superfamily: nuSansDisplay for headlines, nuSansText for body — humanist, warm
- Every CTA is a fully-rounded 999px pill — purple-filled primary, purple-outline ghost secondary
- On purple panels the CTA logic inverts: white-fill primary, white-outline ghost
- Black ink on white, white ink on purple — high-contrast, never grey-on-grey
- Soft rounded geometry throughout: 12–16px cards, full pills, no hard corners
- Generous whitespace and plain Portuguese-first voice — anti-corporate-bank warmth
- Rare warm accents (pink `#ff4d8b`, yellow `#ffd23f`) appear only in illustration and reward moments
## 2. Color Palette & Roles
### Canvas
- **Canvas** (`#ffffff`): Paper-white default ground — the brand's light register.
- **Canvas Subtle** (`#f5f2fa`): Faint purple-tinted off-white for alternating bands and section separation.
- **Purple Tint** (`#f3e9fd`): Pale lavender wash — soft info cards, gentle callouts on the light canvas.
### Text
- **Ink** (`#000000`): Primary black headline + heavy ink on the light canvas.
- **Body** (`#1a1a1a`): Near-black running body copy on light.
- **Muted** (`#595959`): Captions, metadata, secondary copy on light.
- **Subtle** (`#8a8a8a`): Disabled state, lowest hierarchy on light.
- **On-Purple Ink** (`#ffffff`): White headlines + body on purple immersive panels.
- **On-Purple Muted** (`#ecd9ff`): Soft lavender-white body text on purple panels.
### Brand
- **Nu Roxo / Brand** (`#8d0de3`): THE purple — the entire brand. Primary CTA fill, links, full-bleed panels, wordmark.
- **Brand Bright** (`#a32ff0`): Lighter purple for hover/active lift on the primary CTA.
- **Brand Deep** (`#6a0aab`): Pressed/active deeper purple; layered panel grounds.
- **Brand Soft** (`rgba(141, 13, 227, 0.10)`): Purple at 10% — badge backgrounds, hover wash on light.
- **On-Brand** (`#ffffff`): White text on the purple CTA fill.
- **Surface Purple** (`#8d0de3`): Full-bleed immersive hero/section panel — the brand at full saturation.
- **Surface Purple Deep** (`#6a0aab`): Deeper purple for layered panels.
- **Surface Purple Deepest** (`#3d0764`): Near-black purple — footer and deepest immersive ground.
### Accent (Rare)
Nubank is essentially monochromatic; accents are used sparingly and almost exclusively in illustration, reward moments, and promo highlights — never as a competing brand colour.
- **Accent Pink** (`#ff4d8b`): Warm pink for promo, NuConta highlights, illustration.
- **Accent Yellow** (`#ffd23f`): Optimism-yellow for reward moments and illustration.
### Interactive
- **Link** (`#8d0de3`): Default link in brand purple on the light canvas; underline on hover.
- **Link Hover** (`#6a0aab`): Deeper purple on hover on light.
- **Link On-Purple** (`#ffffff`): White, underlined link on purple panels.
- **CTA Hover** — primary fill shifts `#8d0de3` → `#a32ff0`; ghost gains a `brand-soft` wash.
- **CTA Active** — primary fill `#6a0aab`.
- **Disabled** — `#f5f2fa` background, `#8a8a8a` text.
### Neutral Scale (Light)
A short, high-contrast neutral ramp — Nubank never lingers in mid-grey:
`#ffffff` (Canvas) → `#f5f2fa` (Subtle) → `#f3e9fd` (Purple Tint) → `#8a8a8a` (Subtle ink) → `#595959` (Muted) → `#1a1a1a` (Body) → `#000000` (Ink).
### Surface & Borders
- **Surface** (`#ffffff`): Default card surface on light.
- **Surface Soft** (`#f3e9fd`): Lavender card surface for soft callouts.
- **Surface Purple** (`#8d0de3`): Immersive purple card / panel.
- **Border** (`#000000`): Full-weight ink hairline — used on certain outline buttons and emphatic dividers.
- **Border Soft** (`rgba(0, 0, 0, 0.10)`): Default 1px hairline divider on light.
- **Border Purple** (`#8d0de3`): Purple outline for the ghost CTA and focused inputs.
- **Border On-Purple** (`rgba(255, 255, 255, 0.30)`): Hairline divider and ghost-button stroke on purple panels.
### Shadow Colors
Shadows are **purple-tinted black** (`rgba(17, 0, 33, …)`) rather than neutral black, so elevation stays in the brand's chromatic family on the light canvas. Opacity runs low (0.06–0.20) — Nubank's depth is gentle and paper-soft, never dramatic.
### Semantic
- **Success** (`#2db84f`): Confirmation green — transfers complete, account verified.
- **Warning** (`#f5a623`): Caution amber.
- **Danger** (`#e02d2d`): Error red — failed payment, validation error.
- **Info** (`#8d0de3`): Info matches brand purple — the brand colour doubles as the info state.
## 3. Typography Rules
### Font Family
**Display: nuSansDisplay** — the brand's custom display sans, a humanist-geometric face with friendly curves, generous apertures, and slightly condensed proportions at large sizes. Used for every headline, drawn large (40–112px) at weight 600 with tight negative tracking. Weights deployed: 500, 600, 700.
**Body: nuSansText** — the companion text cut of the nuSans superfamily, optimised for on-screen reading at 14–18px with comfortable line-heights. Used for all running body, labels, navigation, and button text. Weights: 400, 500, 600.
**Fallback chains**: display hands off `nuSansDisplay → "nuSansDisplay Fallback" → system-ui → -apple-system → Arial → Helvetica → sans-serif`; body hands off `nuSansText → "nuSansText Fallback" → system-ui → -apple-system → Arial → Helvetica → sans-serif`. The custom "* Fallback" faces are metric-matched to minimise layout shift before nuSans loads.
**Mono: system monospace** — `ui-monospace, SFMono-Regular, "SF Mono", Menlo, monospace`. Nubank uses no custom mono; the system stack carries the rare code/reference moment. Weights: 400, 500.
**OpenType features**: `kern` always on. The display face relies on its tight default tracking plus negative letter-spacing rather than alternate glyph sets — there is no heavy OpenType styling layer.
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | Notes |
|---------------|----------------|------|--------|-------------|----------------|------------------------------------------------|
| display-mega | nuSansDisplay | 112 | 600 | 0.90 | -1.4px | Top-of-page hero headline, white on purple |
| display-hero | nuSansDisplay | 80 | 600 | 0.95 | -1.2px | Standard hero headline |
| display-lg | nuSansDisplay | 56 | 600 | 1.02 | -0.9px | Major section opener |
| h1 | nuSansDisplay | 40 | 600 | 1.08 | -0.6px | Page / section H1 |
| h2 | nuSansDisplay | 32 | 600 | 1.15 | -0.4px | Subsection heading |
| h3 | nuSansDisplay | 24 | 600 | 1.25 | -0.2px | Card title / feature heading |
| h4 | nuSansDisplay | 20 | 600 | 1.30 | 0 | Small heading |
| title-sm | nuSansText | 18 | 600 | 1.35 | 0 | List heading, inline title |
| body-lg | nuSansText | 18 | 400 | 1.55 | 0 | Lead paragraph |
| body | nuSansText | 16 | 400 | 1.55 | 0 | Default running body |
| body-strong | nuSansText | 16 | 600 | 1.55 | 0 | Inline emphasis |
| body-sm | nuSansText | 14 | 400 | 1.50 | 0 | Secondary body |
| label | nuSansText | 13 | 500 | 1.40 | 0 | Form labels, chips |
| caption | nuSansText | 12 | 500 | 1.40 | 0.02em | Metadata, fine print |
| eyebrow | nuSansText | 13 | 600 | 1.30 | 0.08em | Section eyebrow — modest uppercase/tracked |
| button | nuSansText | 16 | 600 | 1.20 | 0 | All CTA labels |
| nav-link | nuSansText | 15 | 500 | 1.40 | 0 | Top navigation |
| legal | nuSansText | 12 | 400 | 1.50 | 0 | Footer disclosure |
### Principles
- **Display weight is 600, not 700**: Nubank's headline voice is confident but warm — semibold, not maximally heavy. The friendliness lives in the weight choice as much as the letterforms.
- **Tight negative tracking on display**: -0.6px to -1.4px on the large tiers locks the headline into a dense, poster-like block. The bigger the size, the tighter the tracking.
- **Sub-1.0 line-height on the mega tier**: hero headlines run 0.90–0.95 line-height so multi-line headlines stack into a solid mass.
- **Display for headings, Text for everything else**: nuSansDisplay stops at h4 (20px); from title-sm down it's nuSansText. The cut switch is part of the hierarchy.
- **Body at 1.55 line-height**: generous leading on 16–18px body reinforces the calm, readable, plain-Portuguese register.
- **High-contrast ink only**: black `#000000` on white, white `#ffffff` on purple. The brand avoids mid-grey body text; muted greys are reserved for captions and metadata.
- **Eyebrow is gentle, not shouty**: 13px weight 600 with 0.08em tracking — present but never an aggressive all-caps mono label.
## 4. Component Stylings
### Buttons
**Primary CTA** ("Quero ser Nubank", "Continuar")
- Background: `#8d0de3` (Nu Roxo)
- Text: `#ffffff`, weight 600, 16px
- Padding: 16px / 32px
- Height: 52px
- Radius: pill (9999)
- Hover: bg `#a32ff0`, gentle lift (`shadow-soft`)
- Active: bg `#6a0aab`
- Use case: every primary action on the light canvas
**Primary Small**
- Same as primary at 12px / 24px padding, 44px height — minimum touch target preserved
- Use case: nav-bar CTA, compact cards
**Ghost / Outline** ("Login Empresas", "Saiba mais")
- Background: transparent
- Text: `#8d0de3`, weight 600
- Border: 1px solid `#8d0de3` (purple outline)
- Padding: 15px / 31px (1px less than primary to compensate for the border)
- Height: 52px
- Radius: pill
- Hover: bg `brand-soft` (`rgba(141,13,227,0.10)`)
- Use case: secondary action beside the primary CTA
**On-Purple Primary** (CTA sitting on a purple panel)
- Background: `#ffffff`
- Text: `#8d0de3`, weight 600
- Same pill geometry, 52px
- Hover: bg shifts to `#f3e9fd`
- Use case: the CTA inside a full-bleed `#8d0de3` hero — logic inverts to white-fill / purple-text
**On-Purple Ghost**
- Background: transparent
- Text: `#ffffff`, weight 600
- Border: 1px solid `rgba(255, 255, 255, 0.30)`
- Same pill geometry
- Use case: secondary action on a purple panel
**Text Button**
- Background: transparent
- Text: `#8d0de3`, weight 600, underline-on-hover
- Use case: tertiary / inline action
### Cards
**Default Card**
- Background: `#ffffff`
- Border: 1px solid `rgba(0, 0, 0, 0.10)`
- Radius: 12px
- Padding: 24px
- Shadow: none at rest; `shadow-soft` on hover
- Use case: feature grid on the light canvas
**Purple Card** (immersive)
- Background: `#8d0de3`
- Text: `#ffffff` headline, `#ecd9ff` body
- Radius: 16px
- Padding: 32px
- Use case: highlighted product card, "o roxo" moment within a light section
**Soft Card**
- Background: `#f3e9fd` (purple tint)
- Radius: 12px
- Padding: 24px
- Use case: info callout, benefit list, gentle emphasis without going full-purple
### Badges, Tags, Pills
**Brand Badge**
- Background: `rgba(141, 13, 227, 0.10)` (brand-soft)
- Text: `#8d0de3`, weight 600, 12px
- Padding: 4px / 12px
- Radius: pill
- Use case: "Novo", "Grátis", category tag
**Selector Chip**
- Background: `#ffffff` at rest, `#8d0de3` when selected
- Text: `#000000` at rest, `#ffffff` when selected
- Border: 1px solid `rgba(0,0,0,0.10)`
- Radius: pill
- Use case: filter chips, plan toggles
### Inputs / Forms
**Text Input**
- Background: `#ffffff`
- Border: 1px solid `rgba(0, 0, 0, 0.10)`
- Radius: 8px
- Height: 52px
- Padding: 14px / 16px
- Label: 13px weight 500 above the field
- Focus: border `#8d0de3` 2px, ring `rgba(141, 13, 227, 0.45)` 3px
- Error: border `#e02d2d`, helper text in `#e02d2d`
- Use case: signup form, CPF entry, search
**On-Purple Input**
- Background: `rgba(255, 255, 255, 0.12)`
- Border: 1px solid `rgba(255, 255, 255, 0.30)`
- Text + placeholder: white / lavender-white
- Use case: lead-capture field on a purple hero
### Navigation
**Top Nav**
- Height: 64px
- Background: `#ffffff` (transparent over purple heroes, then solid white on scroll)
- No bottom border at top of page; gains a `border-soft` hairline + `shadow-ambient` once stuck on scroll
- Logo left (Nubank wordmark in `#8d0de3`), nav links centre, ghost "Login" + primary "Quero ser Nubank" pill right
- Nav link: 15px / 500, colour `#000000`; hover: colour shifts to `#8d0de3`
- Over a purple hero the nav inverts: white wordmark, white links, white-fill primary pill
**Footer**
- Background: `#3d0764` (deepest purple) — closes the page in immersive brand colour
- Text: `#ffffff` for category headers, `#ecd9ff` for links
- Padding: 64px vertical
- Nubank wordmark + app-store badges, region/language switcher
## 5. Layout Principles
### Spacing System
Base 4px. Scale: 4, 8, 12, 16, 24, 32, 48, 64, 96, 128. Section spacer 96px; hero 128px. The 4px base keeps component padding tight and consistent, while large section gaps (96–128px) deliver the generous, unhurried whitespace that defines the brand's calm.
### Grid & Container
- Page max-width 1280px
- Prose width 720px
- 12-col grid with 24px gutters
- Light sections: content max 1280px, centred, generous side padding
- Purple immersive sections go full-bleed in `#8d0de3`; content inside still respects the 1280px container
### Whitespace Philosophy
Nubank's whitespace is **deliberate and abundant**. Light sections give headlines and body copy room to breathe — the page is never crowded. The visual logic is "let the purple and the type do the work" — minimal ornament, lots of air, a single clear action per section. The whitespace is itself a trust signal: a calm, uncluttered page reads as a calm, trustworthy bank.
### Section Cadence
Light section → light section (subtle band) → full-bleed purple immersive panel → light section → deepest-purple footer. The purple panels are the page's punctuation: every few sections the brand reasserts itself in full saturation, then returns to the calm white register. The cadence is light-dominant with purple as the recurring emphatic beat.
## 6. Shapes & Radius Scale
| Tier | Value | Use |
|------------|-------|--------------------------------------------------|
| None | 0 | Full-bleed panel edges, banner promos |
| Micro | 2 | Status dots, tiny indicators |
| SM | 4 | Small inline tags |
| MD | 8 | Inputs, dropdowns, small buttons |
| LG | 12 | Default cards, soft callouts |
| XL | 16 | Feature cards, purple cards, image containers |
| XXL | 24 | Large hero cards, illustration frames |
| Pill | 9999 | All CTAs, badges, selector chips |
Nubank's signature radius pairing is **12–16px on cards + full 999px pill on every CTA**. The fully-rounded pill is non-negotiable across all button variants and on both light and purple registers — it is one of the brand's most recognisable geometric tells. Nothing in the system is hard-cornered below the 12px card tier.
## 7. Depth & Elevation
| Level | Treatment | Use |
|-------|------------------------------------------------------------------|--------------------------------------------------|
| 0 | Flat (canvas `#ffffff` or panel `#8d0de3`) | Hero text, body, default sections |
| 1 | Ambient `rgba(17,0,33,0.06) 0 1px 2px` | Sticky nav post-scroll, resting card hairline |
| 2 | Soft `rgba(17,0,33,0.10) 0 4px 12px` | Card hover, raised callout |
| 3 | Standard `rgba(17,0,33,0.14) 0 8px 24px` | Dropdown, popover, floating CTA |
| 4 | Elevated `rgba(17,0,33,0.20) 0 24px 48px -8px` | Modal dialog, mega-menu |
### Shadow Philosophy
Nubank's elevation is **gentle and paper-soft**, never dramatic. Shadows are **purple-tinted black** (`rgba(17, 0, 33, …)`) rather than neutral grey, so even the depth stays in the brand's chromatic family on the white canvas. Opacity runs low (0.06–0.20). The brand prefers to communicate hierarchy through **colour and whitespace** rather than heavy shadow — most cards rest flat with a hairline border and only lift on hover. On purple immersive panels, shadow is largely abandoned in favour of surface-colour layering (`#8d0de3` → `#6a0aab` → `#3d0764`), since dark-on-dark shadow reads poorly.
## 8. Interaction & Motion
### Easing
- **Standard**: `cubic-bezier(0.4, 0, 0.2, 1)` — most state changes
- **Emphasized**: `cubic-bezier(0.2, 0, 0, 1)` — entrances, section reveals
- **Entrance**: `cubic-bezier(0, 0, 0.2, 1)` — elements arriving on scroll
### Durations
- **Fast**: 150ms — colour shifts on link/button hover
- **Standard**: 240ms — most component state changes, card hover lift
- **Slow**: 320ms — modal entrance, section reveal, purple-panel parallax
### Per-Component Recipes
- **Button hover**: primary fill `#8d0de3` → `#a32ff0` over 150ms; gentle `shadow-soft` lift over 240ms
- **Ghost hover**: `brand-soft` wash fades in over 150ms
- **Card hover**: lift from flat to `shadow-soft`, optional 2px translate-up over 240ms ease-standard
- **Link hover**: colour shift + underline over 150ms
- **Section reveal on scroll**: opacity 0 → 1 + 16px translate-up over 320ms ease-emphasized, staggered for grids
- **Purple panel parallax**: background illustration drifts subtly slower than content on scroll
- **Nav stick**: transparent-over-hero → solid white with hairline + ambient shadow, crossfade over 240ms
### Page Transition
Section-by-section scroll reveals are the dominant motion. There are no hard page-swap colour transitions — the light/purple alternation is structural, not animated. Hero illustrations may loop a slow ambient animation.
### Reduced Motion
Strictly honoured via `prefers-reduced-motion: reduce`. Section parallax stops; scroll-reveal becomes instant (no translate, no fade); card lift becomes an instant shadow swap; illustration loops freeze on their first frame. All content remains fully accessible without motion.
## 9. Accessibility & A11y
### Contrast Pairs
- `#000000` ink on `#ffffff` bg: **21.0:1** — AAA
- `#1a1a1a` body on `#ffffff` bg: **18.1:1** — AAA
- `#595959` muted on `#ffffff` bg: **7.0:1** — AAA
- `#ffffff` on `#8d0de3` brand: **5.7:1** — AA (passes for normal text, AAA for large)
- `#8d0de3` brand link on `#ffffff` bg: **5.7:1** — AA at all sizes
- `#ecd9ff` muted on `#8d0de3` brand: **3.4:1** — AA large text only; reserve for headings/large copy
The purple `#8d0de3` is calibrated to clear AA against both white and black — white text on the purple CTA passes 5.7:1, and the purple link on white passes the same. White-on-purple is the safe default for all panel copy; pale lavender (`#ecd9ff`) is restricted to large text.
### Focus Indicators
3px solid `rgba(141, 13, 227, 0.45)` ring with 2px offset on every interactive element on light. On purple panels the focus ring switches to a white `rgba(255,255,255,0.7)` ring for contrast.
### ARIA Patterns
- **Dialog**: modals use `role="dialog"`, `aria-modal="true"`, focus-trap, Escape to close
- **Navigation**: top nav uses `<nav aria-label>`; mega-menu items expose `aria-expanded`
- **Forms**: inputs paired with `<label>`; errors use `aria-describedby` + `aria-invalid="true"`
- **Live region**: form-submission status uses `aria-live="polite"`
- **Accordion** (FAQ): `aria-expanded` + `aria-controls` on each trigger
### Keyboard Nav
Tab order matches visual flow. Pill CTAs and links are native focusable elements. Modals focus-trap and restore focus on close. Accordions toggle on Enter/Space. The mega-menu is fully keyboard-operable with arrow keys within groups.
### Screen Reader Hints
- Wordmark: `role="img"` with `aria-label="Nubank"`
- Decorative purple illustrations: `aria-hidden="true"`
- Icon-only buttons: explicit `aria-label` (Portuguese-first, e.g. `aria-label="Abrir menu"`)
- Language/region switcher announces current selection
### Reduced Motion
All animations honour `prefers-reduced-motion: reduce`; scroll reveals and parallax collapse to static.
## 10. Responsive Behavior
### Breakpoints
| Name | Width | Use |
|---------|-----------|----------------------------------|
| mobile | <640 | Stacked single-column |
| tablet | 640–1024 | 2-col grid |
| desktop | 1024–1280 | 3-col grid |
| wide | ≥1280 | Full 1280px layout |
### Touch Targets
Minimum 44×44px. Primary CTA at 52px, small CTA at 44px (the floor). Nav links and chips padded to ≥44px tap height on mobile.
### Collapsing Strategy
- Top nav collapses to a hamburger drawer below 1024px; the primary "Quero ser Nubank" pill stays visible
- display-mega scales 112 → 80 → 56 → 40px (desktop → tablet → large-mobile → mobile)
- display-hero scales 80 → 56 → 40px
- Feature grid 3-col → 2-col → 1-col
- Purple panels stay full-bleed at every breakpoint; padding tightens from 128px → 64px → 48px
- Side-by-side hero (text + illustration) stacks vertically on mobile, text first
### Image Behavior
- App/phone mockups at iOS-bezel radius
- Hero illustrations scale down and may crop on mobile; decorative-only assets drop below 640px
- `loading="lazy"` for below-fold media
### Container Queries
Feature cards adapt internally: below a narrow card width the icon stacks above the title; at wider widths icon and text align horizontally.
## 11. Content & Voice
### Tone
**Warm, plain-spoken, confident, optimistic — and Portuguese-first.** Nubank's voice is the antithesis of bank legalese: short clear sentences, second-person address ("Sua conta", "Quero ser Nubank"), and an upbeat, human register. The brand sounds like a knowledgeable friend explaining money simply, never a fortress projecting gravitas. Copy is primary in Brazilian Portuguese (with Spanish/English for other markets) and avoids jargon, fees-fine-print theatrics, and intimidation.
### Microcopy Patterns
- **Button verbs**: "Quero ser Nubank" (I want to be Nubank), "Abrir conta" (Open account), "Continuar", "Saiba mais" (Learn more), "Peça já" (Request now)
- **Error message recipe**: clear, calm, non-blaming. "Não conseguimos validar seu CPF. Confira os números." (We couldn't validate your CPF. Check the numbers.)
- **Success confirmation**: "Pronto! Sua conta foi criada." (Done! Your account was created.)
- **Reassurance copy**: emphasises "sem tarifas" (no fees), "sem anuidade" (no annual fee), "100% pelo app"
### Empty States
- **No transactions**: "Suas movimentações vão aparecer aqui." (Your activity will show up here.)
- **No cards**: "Você ainda não tem um cartão. Que tal pedir o seu?" (You don't have a card yet. How about requesting yours?)
- Empty states are warm and inviting — they nudge toward the next action, never apologise.
### CTA Verb Conventions
- **Acquisition**: "Quero ser Nubank", "Abrir conta grátis", "Peça já"
- **Sign-in**: "Login", "Entrar"
- **Exploration**: "Saiba mais", "Conheça", "Veja como funciona"
- **Confirmation**: "Continuar", "Confirmar"
The brand frequently frames CTAs in the **first person** ("Quero…" / "I want…") — putting the desire in the user's voice rather than commanding them. It is a distinctive, warm conversion device.
## 12. Dark Mode & Theming
Nubank's marketing site is **light-with-purple-immersion** rather than a true dark-mode brand. The default register is the white canvas; the "dark" moments are full-bleed `#8d0de3` (and deeper `#6a0aab` / `#3d0764`) immersive panels, not a neutral dark theme. There is no separate dark/light toggle on the marketing site — the alternation is structural and intentional.
If extending to a true dark theme (e.g. for an app or a dark-mode marketing variant):
```yaml
colors-dark:
bg: '#1a0b29' # deep purple-black ground (not neutral black)
bg-elevated: '#2a1240' # +1 surface
surface: '#2a1240'
surface-strong: '#3d0764'
text: '#ffffff'
text-body: '#ecd9ff' # lavender-white body
text-muted: '#b69bd1'
brand: '#a32ff0' # lift the purple brighter — #8d0de3 is slightly dark on a purple-black ground
brand-hover: '#b85cff'
on-brand: '#ffffff'
border: 'rgba(255, 255, 255, 0.14)'
link: '#c98cff'
```
The key move for true dark mode is **lifting the brand purple** from `#8d0de3` toward `#a32ff0` so the CTA reads as active against a purple-black ground, and keeping backgrounds in the purple family (`#1a0b29`) rather than neutral black — the brand stays chromatic even in the dark.
## 13. Lineage & Influences
Nubank's design lineage is the story of a deliberate **rejection of Brazilian banking convention** fused with **Silicon Valley consumer-tech minimalism**. When Nubank launched in 2013, incumbent banks (Itaú, Bradesco, Santander Brasil) signalled trust through navy, gold, marble, and seriousness. Nubank inverted every variable at once: a single saturated purple, a credit card with no number on the front, generous whitespace, plain Portuguese, and a product-first posture. The colour itself was the strategy — "o roxo" became a cultural shorthand, and the no-number card became an aspirational object. The brand's confidence comes from committing absolutely to one colour and one tone, the way the best consumer-tech brands commit to a single identity.
Visually it draws from the **flat-design / friendly-fintech wave** of the mid-2010s — Monzo's coral, Revolut's gradients, and the broader European-neobank movement all share the DNA of bold mono-colour identity, rounded pills, big friendly type, and whitespace-forward layouts. But where Monzo and Revolut lean playful-to-edgy, Nubank stays **warm and reassuring** — the optimism of a brand serving a market where many users were unbanked or underserved. The custom nuSans superfamily is what most separates it: a humanist-geometric voice that keeps the brand from feeling cold or generic. What Nubank rejects is everything legacy-bank — the navy-and-gold gravitas, the fee-laden fine print, the branch-first physicality — and everything cold-tech (it avoids the developer-grey, terminal-mono aesthetic entirely). The result is a brand that feels like a friendly, well-designed app that happens to be the largest bank in Latin America.
**Influences:**
- **Monzo** ([monzo.com](https://monzo.com)) — Mono-colour neobank identity, rounded pills, friendly big type
- **Revolut** ([revolut.com](https://revolut.com)) — European neobank movement, bold-colour fintech UI
- **Apple** ([apple.com](https://www.apple.com)) — Whitespace-forward, product-first consumer-tech minimalism
- **Stripe** ([stripe.com](https://stripe.com)) — Fintech-design clarity and immersive full-bleed colour sections
- **Pentagram** ([pentagram.com](https://www.pentagram.com)) — Brand-system rigour: single-colour identity applied with total conviction
## 14. Do's and Don'ts
**Do:**
- Use Nu Roxo `#8d0de3` as THE brand colour — CTAs, links, heroes, accents all flow from one purple
- Pill every CTA at full 999px radius — purple-fill primary, purple-outline ghost
- Invert CTA logic on purple panels: white-fill primary, white-outline ghost
- Set headlines in nuSansDisplay weight 600 with tight negative tracking (-0.6px to -1.4px)
- Use nuSansText for all body, labels, nav, and button text
- Alternate white light sections with full-bleed `#8d0de3` immersive panels
- Keep ink high-contrast: black `#000000` on white, white `#ffffff` on purple
- Use generous whitespace (96–128px section gaps) as a trust signal
- Tint shadows purple (`rgba(17,0,33,…)`) so depth stays in the brand family
- Frame conversion CTAs in the first person ("Quero ser Nubank") — warm, plain Portuguese-first
**Don't:**
- Don't introduce a second brand colour — Nubank is one purple; blue/green/teal break the identity
- Don't use a softer pastel-lavender for the brand — `#8d0de3` is saturated and electric, not muted
- Don't hard-corner CTAs — every button is a full pill, never an 8px-radius rectangle
- Don't use weight 700+ display as the default — 600 is the warm, confident voice
- Don't set body text in mid-grey — black/near-black on white, white on purple
- Don't put white-text on a pale-purple fill — the CTA fill must be full `#8d0de3` to clear contrast
- Don't lean on heavy drop-shadows — Nubank's depth is gentle, paper-soft, and purple-tinted
- Don't use corporate-bank gravitas copy — no navy-and-gold seriousness, no fee fine-print theatrics
- Don't overuse the pink/yellow accents — they belong in illustration only, never as CTAs
- Don't centre dense paragraphs — keep prose left-aligned at ~720px for readability
## 15. Agent Prompt Guide
### Quick Color Reference
```
Brand (Nu Roxo): #8d0de3
Brand Bright: #a32ff0
Brand Deep: #6a0aab
Purple Deepest: #3d0764
Canvas: #ffffff
Purple Tint: #f3e9fd
Ink: #000000
Body: #1a1a1a
On-Purple Ink: #ffffff
On-Purple Muted: #ecd9ff
Border Soft: rgba(0,0,0,0.10)
Accent Pink: #ff4d8b
```
### Example Component Prompts
1. *"Create a Nubank hero: full-bleed `#8d0de3` purple background, 96px nuSansDisplay headline at weight 600 in pure white `#ffffff` with -1.2px tracking and 0.95 line-height — text 'Somos incansáveis pra você não precisar ser'. Below, an 18px body in `#ecd9ff` (lavender-white). A white-filled pill CTA (999px radius, 52px height, 16px/32px padding) with `#8d0de3` purple text at weight 600, labelled 'Quero ser Nubank'. Beside it, a white-outline ghost pill (1px `rgba(255,255,255,0.30)` border, white text) labelled 'Saiba mais'."*
2. *"Design a Nubank feature grid on a white `#ffffff` canvas: 3 cards in a row, 24px gap. Each card has white bg, 1px `rgba(0,0,0,0.10)` border, 12px radius, 24px padding. Title 24px nuSansDisplay weight 600 in `#000000` with -0.2px tracking. Body 16px nuSansText weight 400 in `#1a1a1a` at 1.55 line-height. Top of each card: a purple `#8d0de3` icon. On hover, the card lifts with a soft purple-tinted shadow `rgba(17,0,33,0.10) 0 4px 12px`."*
3. *"Build a Nubank signup form on white: a 52px-tall text input, white bg, 1px `rgba(0,0,0,0.10)` border, 8px radius, 14px/16px padding, with a 13px weight-500 label above. On focus, the border turns `#8d0de3` 2px with a 3px `rgba(141,13,227,0.45)` ring. Below, a full-width purple pill CTA (`#8d0de3` fill, white text, 999px radius, 52px height) labelled 'Continuar'."*
4. *"Compose a Nubank purple immersive card: `#8d0de3` background, 16px radius, 32px padding. Headline 32px nuSansDisplay weight 600 in white. Body 16px nuSansText in `#ecd9ff`. A white-fill pill CTA (`#8d0de3` text) at the bottom. The card sits inside a white section as the page's 'o roxo' emphasis moment."*
5. *"Design a Nubank top nav: 64px tall, white `#ffffff` background, no border at top (gains a `rgba(0,0,0,0.10)` hairline + soft shadow on scroll). Nubank wordmark in `#8d0de3` on the left, nav links centre (15px nuSansText weight 500, black `#000000`, hover to `#8d0de3`), and on the right a purple-outline ghost 'Login' pill plus a purple-fill 'Quero ser Nubank' primary pill."*
6. *"Create a Nubank pricing/benefit section: alternating white and `#f5f2fa` bands, left-aligned prose at 720px width. Eyebrow in 13px nuSansText weight 600 tracked 0.08em in `#8d0de3`. H2 at 32px nuSansDisplay weight 600 in black. Benefit chips: pill-shaped, `rgba(141,13,227,0.10)` bg, `#8d0de3` text. Generous 96px vertical spacing between sections."*
### Iteration Guide
1. **Commit to the one purple**: every brand colour decision routes through `#8d0de3`. If you've reached for a second brand colour, you've left Nubank — pull it back.
2. **Pill every CTA**: full 999px radius, no exceptions. Purple-fill primary, purple-outline ghost on light; white-fill / white-outline on purple panels.
3. **Alternate the two registers**: white light sections punctuated by full-bleed `#8d0de3` immersive panels. The rhythm IS the layout.
4. **Headlines in nuSansDisplay 600 with tight tracking**: -0.6px to -1.4px, sub-1.0 line-height at hero sizes. Warm-confident, not maximally heavy.
5. **Keep ink high-contrast**: black on white, white on purple — never mid-grey body. Greys are for captions only.
6. **Tint the shadows purple**: `rgba(17,0,33,…)` at low opacity, not neutral black. Keep depth in the brand family.
7. **Use whitespace generously**: 96–128px section gaps. Calm, uncluttered layout is itself a trust signal.
8. **Write warm, first-person, Portuguese-first copy**: "Quero ser Nubank" not "Sign up now" — put the desire in the user's voice and drop the bank gravitas.
1. Visual Theme & Atmosphere
Nubank’s visual identity is the most single-minded colour bet in modern fintech: the entire brand is one purple, #8d0de3 — an electric, slightly magenta-leaning violet the brand simply calls “o roxo” (the purple). It arrived in 2013 as a deliberate provocation. Brazilian banking was a fortress of navy, gold, and grey marble; Nubank answered with a single saturated purple stamped onto a credit card with no number on the front. That card became a status object, and the colour became the company. Today the purple is everywhere — the wordmark, every CTA, full-bleed hero panels, illustration, the card itself — applied not as an accent but as the entire identity. There is no “Nubank blue” or “Nubank secondary”; there is the purple, and there is white.
The site lives in two registers that alternate down the page. The light register is a clean paper-white canvas (#ffffff) carrying black ink (#000000) and near-black body, with purple reserved for links, CTAs, and small accents — calm, generous, optimistic. The immersive register flips to full-bleed #8d0de3 purple panels where white nuSansDisplay headlines are drawn enormous (80–112px) and the whole viewport becomes the brand colour. The hero is one of these dark-purple immersive moments: a white headline at roughly 83–112px in nuSansDisplay weight 600, set against the saturated purple, with a white-filled pill CTA below. The rhythm of the page is this back-and-forth — paper-light explanatory sections, then a purple panel that reasserts the brand, then light again.
Type is the custom nuSans superfamily, commissioned to give the brand a voice that reads warm and human rather than institutional. nuSansDisplay handles headlines — a humanist-geometric sans with friendly curves and generous apertures, drawn large with tight negative tracking (-1.2px to -1.4px at hero sizes) so the words lock into a confident, poster-like block. nuSansText handles body copy, optimised for screen reading at 16–18px with a comfortable 1.55 line-height. The pairing feels approachable and plainspoken — the typographic equivalent of a bank that talks to you in plain Portuguese instead of legalese.
Geometry is soft and rounded everywhere. Every actionable element is a fully-rounded 999px pill: the primary CTA is purple-filled with white text; the secondary is a purple-outline ghost (transparent fill, purple stroke, purple text). On purple panels the logic inverts — the primary becomes a white-filled pill with purple text, the secondary a white-outline ghost. Cards use a comfortable 12–16px radius. Nothing is hard-cornered; the brand’s friendliness is encoded in its curves.
The overall posture is deliberately anti-traditional-bank: friendly, confident, optimistic, Portuguese-first. Where legacy banks project gravitas through marble and seriousness, Nubank projects trust through clarity and warmth — generous whitespace, plain language, big friendly type, and the relentless confidence of a brand that bet everything on one colour and won. It feels less like a bank and more like a well-designed consumer-tech product that happens to hold your money.
Key Characteristics:
- A one-colour brand: Nu Roxo
#8d0de3is the entire identity — CTAs, heroes, wordmark, card - Two alternating registers: paper-white light sections and full-bleed
#8d0de3purple immersion - White
nuSansDisplayheadlines at 80–112px on the purple hero, weight 600, tight negative tracking - Custom nuSans superfamily: nuSansDisplay for headlines, nuSansText for body — humanist, warm
- Every CTA is a fully-rounded 999px pill — purple-filled primary, purple-outline ghost secondary
- On purple panels the CTA logic inverts: white-fill primary, white-outline ghost
- Black ink on white, white ink on purple — high-contrast, never grey-on-grey
- Soft rounded geometry throughout: 12–16px cards, full pills, no hard corners
- Generous whitespace and plain Portuguese-first voice — anti-corporate-bank warmth
- Rare warm accents (pink
#ff4d8b, yellow#ffd23f) appear only in illustration and reward moments
2. Color Palette & Roles
Canvas
- Canvas (
#ffffff): Paper-white default ground — the brand’s light register. - Canvas Subtle (
#f5f2fa): Faint purple-tinted off-white for alternating bands and section separation. - Purple Tint (
#f3e9fd): Pale lavender wash — soft info cards, gentle callouts on the light canvas.
Text
- Ink (
#000000): Primary black headline + heavy ink on the light canvas. - Body (
#1a1a1a): Near-black running body copy on light. - Muted (
#595959): Captions, metadata, secondary copy on light. - Subtle (
#8a8a8a): Disabled state, lowest hierarchy on light. - On-Purple Ink (
#ffffff): White headlines + body on purple immersive panels. - On-Purple Muted (
#ecd9ff): Soft lavender-white body text on purple panels.
Brand
- Nu Roxo / Brand (
#8d0de3): THE purple — the entire brand. Primary CTA fill, links, full-bleed panels, wordmark. - Brand Bright (
#a32ff0): Lighter purple for hover/active lift on the primary CTA. - Brand Deep (
#6a0aab): Pressed/active deeper purple; layered panel grounds. - Brand Soft (
rgba(141, 13, 227, 0.10)): Purple at 10% — badge backgrounds, hover wash on light. - On-Brand (
#ffffff): White text on the purple CTA fill. - Surface Purple (
#8d0de3): Full-bleed immersive hero/section panel — the brand at full saturation. - Surface Purple Deep (
#6a0aab): Deeper purple for layered panels. - Surface Purple Deepest (
#3d0764): Near-black purple — footer and deepest immersive ground.
Accent (Rare)
Nubank is essentially monochromatic; accents are used sparingly and almost exclusively in illustration, reward moments, and promo highlights — never as a competing brand colour.
- Accent Pink (
#ff4d8b): Warm pink for promo, NuConta highlights, illustration. - Accent Yellow (
#ffd23f): Optimism-yellow for reward moments and illustration.
Interactive
- Link (
#8d0de3): Default link in brand purple on the light canvas; underline on hover. - Link Hover (
#6a0aab): Deeper purple on hover on light. - Link On-Purple (
#ffffff): White, underlined link on purple panels. - CTA Hover — primary fill shifts
#8d0de3→#a32ff0; ghost gains abrand-softwash. - CTA Active — primary fill
#6a0aab. - Disabled —
#f5f2fabackground,#8a8a8atext.
Neutral Scale (Light)
A short, high-contrast neutral ramp — Nubank never lingers in mid-grey:
#ffffff (Canvas) → #f5f2fa (Subtle) → #f3e9fd (Purple Tint) → #8a8a8a (Subtle ink) → #595959 (Muted) → #1a1a1a (Body) → #000000 (Ink).
Surface & Borders
- Surface (
#ffffff): Default card surface on light. - Surface Soft (
#f3e9fd): Lavender card surface for soft callouts. - Surface Purple (
#8d0de3): Immersive purple card / panel. - Border (
#000000): Full-weight ink hairline — used on certain outline buttons and emphatic dividers. - Border Soft (
rgba(0, 0, 0, 0.10)): Default 1px hairline divider on light. - Border Purple (
#8d0de3): Purple outline for the ghost CTA and focused inputs. - Border On-Purple (
rgba(255, 255, 255, 0.30)): Hairline divider and ghost-button stroke on purple panels.
Shadow Colors
Shadows are purple-tinted black (rgba(17, 0, 33, …)) rather than neutral black, so elevation stays in the brand’s chromatic family on the light canvas. Opacity runs low (0.06–0.20) — Nubank’s depth is gentle and paper-soft, never dramatic.
Semantic
- Success (
#2db84f): Confirmation green — transfers complete, account verified. - Warning (
#f5a623): Caution amber. - Danger (
#e02d2d): Error red — failed payment, validation error. - Info (
#8d0de3): Info matches brand purple — the brand colour doubles as the info state.
3. Typography Rules
Font Family
Display: nuSansDisplay — the brand’s custom display sans, a humanist-geometric face with friendly curves, generous apertures, and slightly condensed proportions at large sizes. Used for every headline, drawn large (40–112px) at weight 600 with tight negative tracking. Weights deployed: 500, 600, 700.
Body: nuSansText — the companion text cut of the nuSans superfamily, optimised for on-screen reading at 14–18px with comfortable line-heights. Used for all running body, labels, navigation, and button text. Weights: 400, 500, 600.
Fallback chains: display hands off nuSansDisplay → "nuSansDisplay Fallback" → system-ui → -apple-system → Arial → Helvetica → sans-serif; body hands off nuSansText → "nuSansText Fallback" → system-ui → -apple-system → Arial → Helvetica → sans-serif. The custom ”* Fallback” faces are metric-matched to minimise layout shift before nuSans loads.
Mono: system monospace — ui-monospace, SFMono-Regular, "SF Mono", Menlo, monospace. Nubank uses no custom mono; the system stack carries the rare code/reference moment. Weights: 400, 500.
OpenType features: kern always on. The display face relies on its tight default tracking plus negative letter-spacing rather than alternate glyph sets — there is no heavy OpenType styling layer.
Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | Notes |
|---|---|---|---|---|---|---|
| display-mega | nuSansDisplay | 112 | 600 | 0.90 | -1.4px | Top-of-page hero headline, white on purple |
| display-hero | nuSansDisplay | 80 | 600 | 0.95 | -1.2px | Standard hero headline |
| display-lg | nuSansDisplay | 56 | 600 | 1.02 | -0.9px | Major section opener |
| h1 | nuSansDisplay | 40 | 600 | 1.08 | -0.6px | Page / section H1 |
| h2 | nuSansDisplay | 32 | 600 | 1.15 | -0.4px | Subsection heading |
| h3 | nuSansDisplay | 24 | 600 | 1.25 | -0.2px | Card title / feature heading |
| h4 | nuSansDisplay | 20 | 600 | 1.30 | 0 | Small heading |
| title-sm | nuSansText | 18 | 600 | 1.35 | 0 | List heading, inline title |
| body-lg | nuSansText | 18 | 400 | 1.55 | 0 | Lead paragraph |
| body | nuSansText | 16 | 400 | 1.55 | 0 | Default running body |
| body-strong | nuSansText | 16 | 600 | 1.55 | 0 | Inline emphasis |
| body-sm | nuSansText | 14 | 400 | 1.50 | 0 | Secondary body |
| label | nuSansText | 13 | 500 | 1.40 | 0 | Form labels, chips |
| caption | nuSansText | 12 | 500 | 1.40 | 0.02em | Metadata, fine print |
| eyebrow | nuSansText | 13 | 600 | 1.30 | 0.08em | Section eyebrow — modest uppercase/tracked |
| button | nuSansText | 16 | 600 | 1.20 | 0 | All CTA labels |
| nav-link | nuSansText | 15 | 500 | 1.40 | 0 | Top navigation |
| legal | nuSansText | 12 | 400 | 1.50 | 0 | Footer disclosure |
Principles
- Display weight is 600, not 700: Nubank’s headline voice is confident but warm — semibold, not maximally heavy. The friendliness lives in the weight choice as much as the letterforms.
- Tight negative tracking on display: -0.6px to -1.4px on the large tiers locks the headline into a dense, poster-like block. The bigger the size, the tighter the tracking.
- Sub-1.0 line-height on the mega tier: hero headlines run 0.90–0.95 line-height so multi-line headlines stack into a solid mass.
- Display for headings, Text for everything else: nuSansDisplay stops at h4 (20px); from title-sm down it’s nuSansText. The cut switch is part of the hierarchy.
- Body at 1.55 line-height: generous leading on 16–18px body reinforces the calm, readable, plain-Portuguese register.
- High-contrast ink only: black
#000000on white, white#ffffffon purple. The brand avoids mid-grey body text; muted greys are reserved for captions and metadata. - Eyebrow is gentle, not shouty: 13px weight 600 with 0.08em tracking — present but never an aggressive all-caps mono label.
4. Component Stylings
Buttons
Primary CTA (“Quero ser Nubank”, “Continuar”)
- Background:
#8d0de3(Nu Roxo) - Text:
#ffffff, weight 600, 16px - Padding: 16px / 32px
- Height: 52px
- Radius: pill (9999)
- Hover: bg
#a32ff0, gentle lift (shadow-soft) - Active: bg
#6a0aab - Use case: every primary action on the light canvas
Primary Small
- Same as primary at 12px / 24px padding, 44px height — minimum touch target preserved
- Use case: nav-bar CTA, compact cards
Ghost / Outline (“Login Empresas”, “Saiba mais”)
- Background: transparent
- Text:
#8d0de3, weight 600 - Border: 1px solid
#8d0de3(purple outline) - Padding: 15px / 31px (1px less than primary to compensate for the border)
- Height: 52px
- Radius: pill
- Hover: bg
brand-soft(rgba(141,13,227,0.10)) - Use case: secondary action beside the primary CTA
On-Purple Primary (CTA sitting on a purple panel)
- Background:
#ffffff - Text:
#8d0de3, weight 600 - Same pill geometry, 52px
- Hover: bg shifts to
#f3e9fd - Use case: the CTA inside a full-bleed
#8d0de3hero — logic inverts to white-fill / purple-text
On-Purple Ghost
- Background: transparent
- Text:
#ffffff, weight 600 - Border: 1px solid
rgba(255, 255, 255, 0.30) - Same pill geometry
- Use case: secondary action on a purple panel
Text Button
- Background: transparent
- Text:
#8d0de3, weight 600, underline-on-hover - Use case: tertiary / inline action
Cards
Default Card
- Background:
#ffffff - Border: 1px solid
rgba(0, 0, 0, 0.10) - Radius: 12px
- Padding: 24px
- Shadow: none at rest;
shadow-softon hover - Use case: feature grid on the light canvas
Purple Card (immersive)
- Background:
#8d0de3 - Text:
#ffffffheadline,#ecd9ffbody - Radius: 16px
- Padding: 32px
- Use case: highlighted product card, “o roxo” moment within a light section
Soft Card
- Background:
#f3e9fd(purple tint) - Radius: 12px
- Padding: 24px
- Use case: info callout, benefit list, gentle emphasis without going full-purple
Badges, Tags, Pills
Brand Badge
- Background:
rgba(141, 13, 227, 0.10)(brand-soft) - Text:
#8d0de3, weight 600, 12px - Padding: 4px / 12px
- Radius: pill
- Use case: “Novo”, “Grátis”, category tag
Selector Chip
- Background:
#ffffffat rest,#8d0de3when selected - Text:
#000000at rest,#ffffffwhen selected - Border: 1px solid
rgba(0,0,0,0.10) - Radius: pill
- Use case: filter chips, plan toggles
Inputs / Forms
Text Input
- Background:
#ffffff - Border: 1px solid
rgba(0, 0, 0, 0.10) - Radius: 8px
- Height: 52px
- Padding: 14px / 16px
- Label: 13px weight 500 above the field
- Focus: border
#8d0de32px, ringrgba(141, 13, 227, 0.45)3px - Error: border
#e02d2d, helper text in#e02d2d - Use case: signup form, CPF entry, search
On-Purple Input
- Background:
rgba(255, 255, 255, 0.12) - Border: 1px solid
rgba(255, 255, 255, 0.30) - Text + placeholder: white / lavender-white
- Use case: lead-capture field on a purple hero
Navigation
Top Nav
- Height: 64px
- Background:
#ffffff(transparent over purple heroes, then solid white on scroll) - No bottom border at top of page; gains a
border-softhairline +shadow-ambientonce stuck on scroll - Logo left (Nubank wordmark in
#8d0de3), nav links centre, ghost “Login” + primary “Quero ser Nubank” pill right - Nav link: 15px / 500, colour
#000000; hover: colour shifts to#8d0de3 - Over a purple hero the nav inverts: white wordmark, white links, white-fill primary pill
Footer
- Background:
#3d0764(deepest purple) — closes the page in immersive brand colour - Text:
#fffffffor category headers,#ecd9fffor links - Padding: 64px vertical
- Nubank wordmark + app-store badges, region/language switcher
5. Layout Principles
Spacing System
Base 4px. Scale: 4, 8, 12, 16, 24, 32, 48, 64, 96, 128. Section spacer 96px; hero 128px. The 4px base keeps component padding tight and consistent, while large section gaps (96–128px) deliver the generous, unhurried whitespace that defines the brand’s calm.
Grid & Container
- Page max-width 1280px
- Prose width 720px
- 12-col grid with 24px gutters
- Light sections: content max 1280px, centred, generous side padding
- Purple immersive sections go full-bleed in
#8d0de3; content inside still respects the 1280px container
Whitespace Philosophy
Nubank’s whitespace is deliberate and abundant. Light sections give headlines and body copy room to breathe — the page is never crowded. The visual logic is “let the purple and the type do the work” — minimal ornament, lots of air, a single clear action per section. The whitespace is itself a trust signal: a calm, uncluttered page reads as a calm, trustworthy bank.
Section Cadence
Light section → light section (subtle band) → full-bleed purple immersive panel → light section → deepest-purple footer. The purple panels are the page’s punctuation: every few sections the brand reasserts itself in full saturation, then returns to the calm white register. The cadence is light-dominant with purple as the recurring emphatic beat.
6. Shapes & Radius Scale
| Tier | Value | Use |
|---|---|---|
| None | 0 | Full-bleed panel edges, banner promos |
| Micro | 2 | Status dots, tiny indicators |
| SM | 4 | Small inline tags |
| MD | 8 | Inputs, dropdowns, small buttons |
| LG | 12 | Default cards, soft callouts |
| XL | 16 | Feature cards, purple cards, image containers |
| XXL | 24 | Large hero cards, illustration frames |
| Pill | 9999 | All CTAs, badges, selector chips |
Nubank’s signature radius pairing is 12–16px on cards + full 999px pill on every CTA. The fully-rounded pill is non-negotiable across all button variants and on both light and purple registers — it is one of the brand’s most recognisable geometric tells. Nothing in the system is hard-cornered below the 12px card tier.
7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 | Flat (canvas #ffffff or panel #8d0de3) | Hero text, body, default sections |
| 1 | Ambient rgba(17,0,33,0.06) 0 1px 2px | Sticky nav post-scroll, resting card hairline |
| 2 | Soft rgba(17,0,33,0.10) 0 4px 12px | Card hover, raised callout |
| 3 | Standard rgba(17,0,33,0.14) 0 8px 24px | Dropdown, popover, floating CTA |
| 4 | Elevated rgba(17,0,33,0.20) 0 24px 48px -8px | Modal dialog, mega-menu |
Shadow Philosophy
Nubank’s elevation is gentle and paper-soft, never dramatic. Shadows are purple-tinted black (rgba(17, 0, 33, …)) rather than neutral grey, so even the depth stays in the brand’s chromatic family on the white canvas. Opacity runs low (0.06–0.20). The brand prefers to communicate hierarchy through colour and whitespace rather than heavy shadow — most cards rest flat with a hairline border and only lift on hover. On purple immersive panels, shadow is largely abandoned in favour of surface-colour layering (#8d0de3 → #6a0aab → #3d0764), since dark-on-dark shadow reads poorly.
8. Interaction & Motion
Easing
- Standard:
cubic-bezier(0.4, 0, 0.2, 1)— most state changes - Emphasized:
cubic-bezier(0.2, 0, 0, 1)— entrances, section reveals - Entrance:
cubic-bezier(0, 0, 0.2, 1)— elements arriving on scroll
Durations
- Fast: 150ms — colour shifts on link/button hover
- Standard: 240ms — most component state changes, card hover lift
- Slow: 320ms — modal entrance, section reveal, purple-panel parallax
Per-Component Recipes
- Button hover: primary fill
#8d0de3→#a32ff0over 150ms; gentleshadow-softlift over 240ms - Ghost hover:
brand-softwash fades in over 150ms - Card hover: lift from flat to
shadow-soft, optional 2px translate-up over 240ms ease-standard - Link hover: colour shift + underline over 150ms
- Section reveal on scroll: opacity 0 → 1 + 16px translate-up over 320ms ease-emphasized, staggered for grids
- Purple panel parallax: background illustration drifts subtly slower than content on scroll
- Nav stick: transparent-over-hero → solid white with hairline + ambient shadow, crossfade over 240ms
Page Transition
Section-by-section scroll reveals are the dominant motion. There are no hard page-swap colour transitions — the light/purple alternation is structural, not animated. Hero illustrations may loop a slow ambient animation.
Reduced Motion
Strictly honoured via prefers-reduced-motion: reduce. Section parallax stops; scroll-reveal becomes instant (no translate, no fade); card lift becomes an instant shadow swap; illustration loops freeze on their first frame. All content remains fully accessible without motion.
9. Accessibility & A11y
Contrast Pairs
#000000ink on#ffffffbg: 21.0:1 — AAA#1a1a1abody on#ffffffbg: 18.1:1 — AAA#595959muted on#ffffffbg: 7.0:1 — AAA#ffffffon#8d0de3brand: 5.7:1 — AA (passes for normal text, AAA for large)#8d0de3brand link on#ffffffbg: 5.7:1 — AA at all sizes#ecd9ffmuted on#8d0de3brand: 3.4:1 — AA large text only; reserve for headings/large copy
The purple #8d0de3 is calibrated to clear AA against both white and black — white text on the purple CTA passes 5.7:1, and the purple link on white passes the same. White-on-purple is the safe default for all panel copy; pale lavender (#ecd9ff) is restricted to large text.
Focus Indicators
3px solid rgba(141, 13, 227, 0.45) ring with 2px offset on every interactive element on light. On purple panels the focus ring switches to a white rgba(255,255,255,0.7) ring for contrast.
ARIA Patterns
- Dialog: modals use
role="dialog",aria-modal="true", focus-trap, Escape to close - Navigation: top nav uses
<nav aria-label>; mega-menu items exposearia-expanded - Forms: inputs paired with
<label>; errors usearia-describedby+aria-invalid="true" - Live region: form-submission status uses
aria-live="polite" - Accordion (FAQ):
aria-expanded+aria-controlson each trigger
Keyboard Nav
Tab order matches visual flow. Pill CTAs and links are native focusable elements. Modals focus-trap and restore focus on close. Accordions toggle on Enter/Space. The mega-menu is fully keyboard-operable with arrow keys within groups.
Screen Reader Hints
- Wordmark:
role="img"witharia-label="Nubank" - Decorative purple illustrations:
aria-hidden="true" - Icon-only buttons: explicit
aria-label(Portuguese-first, e.g.aria-label="Abrir menu") - Language/region switcher announces current selection
Reduced Motion
All animations honour prefers-reduced-motion: reduce; scroll reveals and parallax collapse to static.
10. Responsive Behavior
Breakpoints
| Name | Width | Use |
|---|---|---|
| mobile | <640 | Stacked single-column |
| tablet | 640–1024 | 2-col grid |
| desktop | 1024–1280 | 3-col grid |
| wide | ≥1280 | Full 1280px layout |
Touch Targets
Minimum 44×44px. Primary CTA at 52px, small CTA at 44px (the floor). Nav links and chips padded to ≥44px tap height on mobile.
Collapsing Strategy
- Top nav collapses to a hamburger drawer below 1024px; the primary “Quero ser Nubank” pill stays visible
- display-mega scales 112 → 80 → 56 → 40px (desktop → tablet → large-mobile → mobile)
- display-hero scales 80 → 56 → 40px
- Feature grid 3-col → 2-col → 1-col
- Purple panels stay full-bleed at every breakpoint; padding tightens from 128px → 64px → 48px
- Side-by-side hero (text + illustration) stacks vertically on mobile, text first
Image Behavior
- App/phone mockups at iOS-bezel radius
- Hero illustrations scale down and may crop on mobile; decorative-only assets drop below 640px
loading="lazy"for below-fold media
Container Queries
Feature cards adapt internally: below a narrow card width the icon stacks above the title; at wider widths icon and text align horizontally.
11. Content & Voice
Tone
Warm, plain-spoken, confident, optimistic — and Portuguese-first. Nubank’s voice is the antithesis of bank legalese: short clear sentences, second-person address (“Sua conta”, “Quero ser Nubank”), and an upbeat, human register. The brand sounds like a knowledgeable friend explaining money simply, never a fortress projecting gravitas. Copy is primary in Brazilian Portuguese (with Spanish/English for other markets) and avoids jargon, fees-fine-print theatrics, and intimidation.
Microcopy Patterns
- Button verbs: “Quero ser Nubank” (I want to be Nubank), “Abrir conta” (Open account), “Continuar”, “Saiba mais” (Learn more), “Peça já” (Request now)
- Error message recipe: clear, calm, non-blaming. “Não conseguimos validar seu CPF. Confira os números.” (We couldn’t validate your CPF. Check the numbers.)
- Success confirmation: “Pronto! Sua conta foi criada.” (Done! Your account was created.)
- Reassurance copy: emphasises “sem tarifas” (no fees), “sem anuidade” (no annual fee), “100% pelo app”
Empty States
- No transactions: “Suas movimentações vão aparecer aqui.” (Your activity will show up here.)
- No cards: “Você ainda não tem um cartão. Que tal pedir o seu?” (You don’t have a card yet. How about requesting yours?)
- Empty states are warm and inviting — they nudge toward the next action, never apologise.
CTA Verb Conventions
- Acquisition: “Quero ser Nubank”, “Abrir conta grátis”, “Peça já”
- Sign-in: “Login”, “Entrar”
- Exploration: “Saiba mais”, “Conheça”, “Veja como funciona”
- Confirmation: “Continuar”, “Confirmar”
The brand frequently frames CTAs in the first person (“Quero…” / “I want…”) — putting the desire in the user’s voice rather than commanding them. It is a distinctive, warm conversion device.
12. Dark Mode & Theming
Nubank’s marketing site is light-with-purple-immersion rather than a true dark-mode brand. The default register is the white canvas; the “dark” moments are full-bleed #8d0de3 (and deeper #6a0aab / #3d0764) immersive panels, not a neutral dark theme. There is no separate dark/light toggle on the marketing site — the alternation is structural and intentional.
If extending to a true dark theme (e.g. for an app or a dark-mode marketing variant):
colors-dark:
bg: '#1a0b29' # deep purple-black ground (not neutral black)
bg-elevated: '#2a1240' # +1 surface
surface: '#2a1240'
surface-strong: '#3d0764'
text: '#ffffff'
text-body: '#ecd9ff' # lavender-white body
text-muted: '#b69bd1'
brand: '#a32ff0' # lift the purple brighter — #8d0de3 is slightly dark on a purple-black ground
brand-hover: '#b85cff'
on-brand: '#ffffff'
border: 'rgba(255, 255, 255, 0.14)'
link: '#c98cff'The key move for true dark mode is lifting the brand purple from #8d0de3 toward #a32ff0 so the CTA reads as active against a purple-black ground, and keeping backgrounds in the purple family (#1a0b29) rather than neutral black — the brand stays chromatic even in the dark.
13. Lineage & Influences
Nubank’s design lineage is the story of a deliberate rejection of Brazilian banking convention fused with Silicon Valley consumer-tech minimalism. When Nubank launched in 2013, incumbent banks (Itaú, Bradesco, Santander Brasil) signalled trust through navy, gold, marble, and seriousness. Nubank inverted every variable at once: a single saturated purple, a credit card with no number on the front, generous whitespace, plain Portuguese, and a product-first posture. The colour itself was the strategy — “o roxo” became a cultural shorthand, and the no-number card became an aspirational object. The brand’s confidence comes from committing absolutely to one colour and one tone, the way the best consumer-tech brands commit to a single identity.
Visually it draws from the flat-design / friendly-fintech wave of the mid-2010s — Monzo’s coral, Revolut’s gradients, and the broader European-neobank movement all share the DNA of bold mono-colour identity, rounded pills, big friendly type, and whitespace-forward layouts. But where Monzo and Revolut lean playful-to-edgy, Nubank stays warm and reassuring — the optimism of a brand serving a market where many users were unbanked or underserved. The custom nuSans superfamily is what most separates it: a humanist-geometric voice that keeps the brand from feeling cold or generic. What Nubank rejects is everything legacy-bank — the navy-and-gold gravitas, the fee-laden fine print, the branch-first physicality — and everything cold-tech (it avoids the developer-grey, terminal-mono aesthetic entirely). The result is a brand that feels like a friendly, well-designed app that happens to be the largest bank in Latin America.
Influences:
- Monzo (monzo.com) — Mono-colour neobank identity, rounded pills, friendly big type
- Revolut (revolut.com) — European neobank movement, bold-colour fintech UI
- Apple (apple.com) — Whitespace-forward, product-first consumer-tech minimalism
- Stripe (stripe.com) — Fintech-design clarity and immersive full-bleed colour sections
- Pentagram (pentagram.com) — Brand-system rigour: single-colour identity applied with total conviction
14. Do’s and Don’ts
Do:
- Use Nu Roxo
#8d0de3as THE brand colour — CTAs, links, heroes, accents all flow from one purple - Pill every CTA at full 999px radius — purple-fill primary, purple-outline ghost
- Invert CTA logic on purple panels: white-fill primary, white-outline ghost
- Set headlines in nuSansDisplay weight 600 with tight negative tracking (-0.6px to -1.4px)
- Use nuSansText for all body, labels, nav, and button text
- Alternate white light sections with full-bleed
#8d0de3immersive panels - Keep ink high-contrast: black
#000000on white, white#ffffffon purple - Use generous whitespace (96–128px section gaps) as a trust signal
- Tint shadows purple (
rgba(17,0,33,…)) so depth stays in the brand family - Frame conversion CTAs in the first person (“Quero ser Nubank”) — warm, plain Portuguese-first
Don’t:
- Don’t introduce a second brand colour — Nubank is one purple; blue/green/teal break the identity
- Don’t use a softer pastel-lavender for the brand —
#8d0de3is saturated and electric, not muted - Don’t hard-corner CTAs — every button is a full pill, never an 8px-radius rectangle
- Don’t use weight 700+ display as the default — 600 is the warm, confident voice
- Don’t set body text in mid-grey — black/near-black on white, white on purple
- Don’t put white-text on a pale-purple fill — the CTA fill must be full
#8d0de3to clear contrast - Don’t lean on heavy drop-shadows — Nubank’s depth is gentle, paper-soft, and purple-tinted
- Don’t use corporate-bank gravitas copy — no navy-and-gold seriousness, no fee fine-print theatrics
- Don’t overuse the pink/yellow accents — they belong in illustration only, never as CTAs
- Don’t centre dense paragraphs — keep prose left-aligned at ~720px for readability
15. Agent Prompt Guide
Quick Color Reference
Brand (Nu Roxo): #8d0de3
Brand Bright: #a32ff0
Brand Deep: #6a0aab
Purple Deepest: #3d0764
Canvas: #ffffff
Purple Tint: #f3e9fd
Ink: #000000
Body: #1a1a1a
On-Purple Ink: #ffffff
On-Purple Muted: #ecd9ff
Border Soft: rgba(0,0,0,0.10)
Accent Pink: #ff4d8bExample Component Prompts
-
“Create a Nubank hero: full-bleed
#8d0de3purple background, 96px nuSansDisplay headline at weight 600 in pure white#ffffffwith -1.2px tracking and 0.95 line-height — text ‘Somos incansáveis pra você não precisar ser’. Below, an 18px body in#ecd9ff(lavender-white). A white-filled pill CTA (999px radius, 52px height, 16px/32px padding) with#8d0de3purple text at weight 600, labelled ‘Quero ser Nubank’. Beside it, a white-outline ghost pill (1pxrgba(255,255,255,0.30)border, white text) labelled ‘Saiba mais’.” -
“Design a Nubank feature grid on a white
#ffffffcanvas: 3 cards in a row, 24px gap. Each card has white bg, 1pxrgba(0,0,0,0.10)border, 12px radius, 24px padding. Title 24px nuSansDisplay weight 600 in#000000with -0.2px tracking. Body 16px nuSansText weight 400 in#1a1a1aat 1.55 line-height. Top of each card: a purple#8d0de3icon. On hover, the card lifts with a soft purple-tinted shadowrgba(17,0,33,0.10) 0 4px 12px.” -
“Build a Nubank signup form on white: a 52px-tall text input, white bg, 1px
rgba(0,0,0,0.10)border, 8px radius, 14px/16px padding, with a 13px weight-500 label above. On focus, the border turns#8d0de32px with a 3pxrgba(141,13,227,0.45)ring. Below, a full-width purple pill CTA (#8d0de3fill, white text, 999px radius, 52px height) labelled ‘Continuar’.” -
“Compose a Nubank purple immersive card:
#8d0de3background, 16px radius, 32px padding. Headline 32px nuSansDisplay weight 600 in white. Body 16px nuSansText in#ecd9ff. A white-fill pill CTA (#8d0de3text) at the bottom. The card sits inside a white section as the page’s ‘o roxo’ emphasis moment.” -
“Design a Nubank top nav: 64px tall, white
#ffffffbackground, no border at top (gains argba(0,0,0,0.10)hairline + soft shadow on scroll). Nubank wordmark in#8d0de3on the left, nav links centre (15px nuSansText weight 500, black#000000, hover to#8d0de3), and on the right a purple-outline ghost ‘Login’ pill plus a purple-fill ‘Quero ser Nubank’ primary pill.” -
“Create a Nubank pricing/benefit section: alternating white and
#f5f2fabands, left-aligned prose at 720px width. Eyebrow in 13px nuSansText weight 600 tracked 0.08em in#8d0de3. H2 at 32px nuSansDisplay weight 600 in black. Benefit chips: pill-shaped,rgba(141,13,227,0.10)bg,#8d0de3text. Generous 96px vertical spacing between sections.”
Iteration Guide
- Commit to the one purple: every brand colour decision routes through
#8d0de3. If you’ve reached for a second brand colour, you’ve left Nubank — pull it back. - Pill every CTA: full 999px radius, no exceptions. Purple-fill primary, purple-outline ghost on light; white-fill / white-outline on purple panels.
- Alternate the two registers: white light sections punctuated by full-bleed
#8d0de3immersive panels. The rhythm IS the layout. - Headlines in nuSansDisplay 600 with tight tracking: -0.6px to -1.4px, sub-1.0 line-height at hero sizes. Warm-confident, not maximally heavy.
- Keep ink high-contrast: black on white, white on purple — never mid-grey body. Greys are for captions only.
- Tint the shadows purple:
rgba(17,0,33,…)at low opacity, not neutral black. Keep depth in the brand family. - Use whitespace generously: 96–128px section gaps. Calm, uncluttered layout is itself a trust signal.
- Write warm, first-person, Portuguese-first copy: “Quero ser Nubank” not “Sign up now” — put the desire in the user’s voice and drop the bank gravitas.
Drop nubank into your project, then ship the actual sections in an afternoon.
1 · install design
npx @webdesignhot/design-md add nubank 2 · ship landing page
npx agentkit init --design nubank