light · warm · playful · sans · mono · dense
PostHog
Cream-canvas analytics with mustard-yellow CTAs and IBM Plex — open-source craft, not SaaS gloss.
By webdesignhot · posthog.com
$ npx design-md add posthog
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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. 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. 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. 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. 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. 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. 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. 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. Binance Trading-floor near-black with a single high-voltage Binance Yellow doing all the brand work — BinanceNova for type, BinancePlex for numbers. 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. Booking.com Deep-blue commerce engine — Bookin Sans on white, yellow CTA voltage, dense booking-funnel maximalism. 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. 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. 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. 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. 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. Character.AI Cool zinc canvas, custom atHauss sans, and dark pill CTAs — a roleplay social product dressed in TikTok-grade neutrality. Chevrolet Gold-cross American classic — Louis sans on white with a `#cd9834` bowtie, a `#003876` corporate blue, and Camaro/Corvette red drama in reserve. 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. 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. 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. Dell Pragmatic blue `#007db8` with custom Roboto-derivative — business-first PC commerce since the dorm room. 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. 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. 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. 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. 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. 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. 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. Grubhub Friendly red-orange CTA, Sentinel display + Avenir body, dense delivery-app commerce — the long-running incumbent. 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. 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. 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. 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. Instacart Grocery-shopping-list practical — Instacart Sans on white, signature carrot green 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. 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. 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. 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. 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. 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 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. 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. 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. Omnivore Open-source read-it-later — near-white reading canvas, focused emerald-on-paper brand, archival elegance after the Eleven Labs sunset. 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. Paper Website A literal sheet-of-paper website — single literary serif, off-white sheet canvas, narrow reading columns, ink-blue links. 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. Pinecone White canvas with Inter and a signature `#1cb0d0` cyan — vector database technical-marketing dressed in clean blueprint chrome. 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. 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 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. 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. 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. 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.' 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. Riot Games Crimson `#d13639` red on near-black with custom Riot Beam display — esports-tournament drama and competitive-MOBA editorial. Rive Chunky animated display type and saturated playful colour — interactive graphics platform that wears its motion design on its sleeve. 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. 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. 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. 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. 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. 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. 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 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. Uniqlo Signature red `#ff0000`, Helvetica Neue system stack, japanese-utility-functional grid — the LifeWear engine. 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. 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. 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. Warp Near-black canvas, neon-lime cursor, real terminal screenshots — a marketing site that boots like a shell. 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. 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. 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. Zora Cream-white canvas, electric purple-orange duet, and a custom display — onchain creator network as zine cover.
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1440 × 900
mobile · 390 × 844
Tokens design.md/v1.5
- bg
#eeefe9 - bg-deep
#e6e7df - bg-cooler
#f5f6ef - surface
#ffffff - surface-warm
#faf9f3 - surface-alt
#d2d3cc - surface-dark
#1d1f17 - text AAA · 13.4
#23251d - text-muted
#4d4f46 - text-soft
#6e7065 - text-faint — · 2.0
#a8aaa1 - text-on-dark
#eeefe9 - text-on-brand
#23251d - brand — · 2.6
#cd8407 - brand-hover
#eb9d2a - brand-active
#a36a05 - brand-deep
#7d5104 - brand-warm
#f35454 - brand-warm-hover
#ff7575 - brand-warm-deep
#c43838 - brand-blue
#1d4aff - brand-blue-hover
#2754ff - brand-blue-deep
#0d2ec4 - accent-mint
#76eaa3 - accent-purple
#9d4cf2 - border — · 1.3
rgba(35,37,29,0.12) - border-soft
rgba(35,37,29,0.06) - border-strong — · 1.6
rgba(35,37,29,0.24) - border-dark
rgba(255,255,255,0.10) - shadow-card
rgba(35,37,29,0.06) - shadow-elev
rgba(35,37,29,0.10) - on-brand
#23251d - semantic-success
#76eaa3 - semantic-warning
#cd8407 - semantic-danger
#f35454 - semantic-info
#1d4aff
Ship faster than ever.
display-hero "IBM Plex Sans Variable" 88px w800 -0.03em
Ship faster than ever.
display-large "IBM Plex Sans Variable" 72px w800 -0.025em
Ship faster than ever.
h1 "IBM Plex Sans Variable" 60px w800 -0.025em
Built for teams that ship.
h2 "IBM Plex Sans Variable" 44px w700 -0.02em
A complete kit
h3 "IBM Plex Sans Variable" 32px w700 -0.015em
The quick brown fox jumps over the lazy dog.
h4 "IBM Plex Sans Variable" 22px w600 -0.01em
The quick brown fox jumps over the lazy dog.
body-large "IBM Plex Sans Variable" 18px w400 0
The quick brown fox jumps over the lazy dog.
body "IBM Plex Sans Variable" 16px w400 0
The quick brown fox jumps over the lazy dog.
button-large "IBM Plex Sans Variable" 16px w600 0
The quick brown fox jumps over the lazy dog.
button "IBM Plex Sans Variable" 15px w600 0
The quick brown fox jumps over the lazy dog.
nav-link "IBM Plex Sans Variable" 15px w500 0
The quick brown fox jumps over the lazy dog.
body-small "IBM Plex Sans Variable" 14px w400 0
npx design-md add linear
code "Source Code Pro" 14px w400 0
npx design-md add linear
code-bold "Source Code Pro" 14px w600 0
OUR DESIGN SYSTEM
label "IBM Plex Sans Variable" 13px w500 0.02em
OUR DESIGN SYSTEM
caption "IBM Plex Sans Variable" 13px w400 0
OUR DESIGN SYSTEM
label-mono "Source Code Pro" 11px w500 0.04em
The quick brown fox jumps over the lazy dog.
micro "IBM Plex Sans Variable" 11px w500 0.02em
- step-0 4px
- step-1 8px
- step-2 12px
- step-3 16px
- step-4 20px
- step-5 24px
- step-6 32px
- step-7 40px
- step-8 48px
- step-9 64px
- step-10 96px
- step-11 128px
- step-12 160px
- none
0px - partial-bot
0 0 6 6 - micro
2px - xs
4px - sm
6px - partial-top
6 6 0 0 - md
8px - lg
12px - xl
16px - pill
9999px
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A complete kit — everything your product needs.
Hero, pricing, FAQ, dashboard, docs — every layout your product needs.
New
Stable
v1.0
PostHog is a developer analytics product that has resisted the entire aesthetic vocabulary of its category. The competitor surface (Mixpanel, Amplitude, Heap) is universally white-and-blue, sans-serif, and chart-forward; PostHog ships a cream `#eeefe9` canvas, **IBM Plex Sans Variable** at heavy weights (800 for h1), and a mustard-yellow `#cd8407` primary action that doubles down to coral `#f35454` for secondary "Debug & fix issues" buttons. The signature `#1d4aff` PostHog blue surfaces in tertiary CTAs and product UI screenshots. The entire page reads more like an Itch.io game page than a SaaS analytics landing — and that is the product strategy. PostHog's open-source-first identity demands a visual register that the closed-source incumbents can't copy. IBM Plex Sans is the obvious type choice for that posture: an open-source, Apache-licensed family commissioned by IBM, used widely in the open-source design world. Mono is **Source Code Pro** — Adobe's open-source mono — completing a fully OFL/Apache type stack. The CTAs use a soft `6px` radius with a subtle 1px darker border (no shadow); cards have flat borders; the page texture is paper rather than glass. The distinctive **partial-radius** trick — `6px 6px 0 0` on a tabbed header attached to a `0 0 6 6` body — signals tight information density without a seam between attached panels. Combined with the hand-drawn hedgehog mascot energy and the explicit `npx @posthog/wizard` install command rendered in monospace, PostHog has built a brand that recruits the exact developer audience that distrusts venture-backed SaaS gloss.
- Open-source IBM type family — the open-source-craft posture; Apache licensed; used widely in open-source design
- Open-source mono cousin — completes the OFL/Apache type stack
- Cream-paper canvas + handcrafted mascot register; rejects SaaS gloss
- Adjacent open-source dev-tool; both treat their open-source identity as the design brief
- The mustard-yellow + coral + cream palette mirrors the brand's playful, hacker-friendly product personality
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---
name: PostHog
tagline: Cream-canvas analytics with mustard-yellow CTAs and IBM Plex — open-source craft, not SaaS gloss.
author: webdesignhot
source_url: https://posthog.com
spec: design.md/v1.5
quality: curated
featured: false
categories: [dev-tools, saas]
tags: [light, warm, playful, sans, mono, dense]
preview_swatch: ['#eeefe9', '#cd8407', '#23251d']
related: [supabase, vercel, plain]
description: 'PostHog is a cream-canvas, IBM-Plex-set, mustard-yellow-accented analytics product that reads like a craft-software page rather than a SaaS landing. The off-white `#eeefe9` ground, hand-drawn hedgehog mascot, Plex-Sans-on-paper feel, and partial-radius (`6px 6px 0 0`) attached panels make it the most distinctive page in the analytics category.'
colors:
bg: '#eeefe9' # cream/paper canvas — defining warm ground
bg-deep: '#e6e7df' # slightly deeper cream for nested sections
bg-cooler: '#f5f6ef' # lighter cream for hero panel ground
surface: '#ffffff' # pure white card surface
surface-warm: '#faf9f3' # warmer card variant
surface-alt: '#d2d3cc' # warmer gray for secondary buttons / chips
surface-dark: '#1d1f17' # dark band for night-mode mid-page panels
text: '#23251d' # near-black with green undertone (matches cream)
text-muted: '#4d4f46' # captions, button text, metadata
text-soft: '#6e7065' # tertiary
text-faint: '#a8aaa1' # disabled, faint
text-on-dark: '#eeefe9' # cream on dark band sections
text-on-brand: '#23251d' # near-black on yellow CTA — high contrast
brand: '#cd8407' # mustard-yellow primary CTA
brand-hover: '#eb9d2a' # saturated yellow for hover
brand-active: '#a36a05' # pressed yellow
brand-deep: '#7d5104' # deepest mustard
brand-warm: '#f35454' # coral secondary action — "Debug & fix issues"
brand-warm-hover: '#ff7575' # lighter coral
brand-warm-deep: '#c43838' # deeper coral
brand-blue: '#1d4aff' # PostHog signature blue (used in product UI, occasional CTA)
brand-blue-hover: '#2754ff'
brand-blue-deep: '#0d2ec4'
accent-mint: '#76eaa3' # mint accent — toolkit / SDK badges
accent-purple: '#9d4cf2' # purple accent — premium / featured
border: 'rgba(35,37,29,0.12)' # low-contrast, tinted to match canvas
border-soft: 'rgba(35,37,29,0.06)' # softer hairline
border-strong: 'rgba(35,37,29,0.24)' # hover/focus
border-dark: 'rgba(255,255,255,0.10)' # on dark band sections
shadow-card: 'rgba(35,37,29,0.06)' # rare, subtle
shadow-elev: 'rgba(35,37,29,0.10)' # rare elevation
on-brand: '#23251d' # near-black ink on yellow
semantic-success: '#76eaa3'
semantic-warning: '#cd8407'
semantic-danger: '#f35454'
semantic-info: '#1d4aff'
typography:
display:
family: '"IBM Plex Sans Variable", "IBM Plex Sans", -apple-system, system-ui, sans-serif'
weights: [400, 600, 700, 800]
opentype: ['kern', 'liga', 'ss01']
body:
family: '"IBM Plex Sans Variable", "IBM Plex Sans", -apple-system, system-ui, sans-serif'
weights: [400, 500, 600]
opentype: ['kern', 'liga']
mono:
family: '"Source Code Pro", Menlo, Consolas, monaco, monospace'
weights: [400, 500, 600]
opentype: ['kern', 'tnum', 'zero']
scale:
display-hero: { size: 88, weight: 800, lineHeight: 1.0, tracking: '-0.03em', family: display, opentype: 'kern, ss01' }
display-large: { size: 72, weight: 800, lineHeight: 1.05, tracking: '-0.025em', family: display, opentype: 'kern, ss01' }
h1: { size: 60, weight: 800, lineHeight: 1.1, tracking: '-0.025em', family: display, opentype: 'kern, ss01' }
h2: { size: 44, weight: 700, lineHeight: 1.15, tracking: '-0.02em', family: display, opentype: 'kern, ss01' }
h3: { size: 32, weight: 700, lineHeight: 1.2, tracking: '-0.015em', family: display, opentype: 'kern, ss01' }
h4: { size: 22, weight: 600, lineHeight: 1.3, tracking: '-0.01em', family: display, opentype: 'kern, ss01' }
body-large: { size: 18, weight: 400, lineHeight: 1.55, tracking: '0', family: body, opentype: 'kern, liga' }
body: { size: 16, weight: 400, lineHeight: 1.5, tracking: '0', family: body, opentype: 'kern, liga' }
body-small: { size: 14, weight: 400, lineHeight: 1.5, tracking: '0', family: body, opentype: 'kern, liga' }
button: { size: 15, weight: 600, lineHeight: 1.0, tracking: '0', family: body }
button-large: { size: 16, weight: 600, lineHeight: 1.0, tracking: '0', family: body }
nav-link: { size: 15, weight: 500, lineHeight: 1.4, tracking: '0', family: body }
label: { size: 13, weight: 500, lineHeight: 1.3, tracking: '0.02em', family: body, transform: 'uppercase' }
label-mono: { size: 11, weight: 500, lineHeight: 1.3, tracking: '0.04em', family: mono, transform: 'uppercase' }
caption: { size: 13, weight: 400, lineHeight: 1.4, tracking: '0', family: body }
micro: { size: 11, weight: 500, lineHeight: 1.3, tracking: '0.02em', family: body }
code: { size: 14, weight: 400, lineHeight: 1.55, tracking: '0', family: mono, opentype: 'tnum, zero' }
code-bold: { size: 14, weight: 600, lineHeight: 1.55, tracking: '0', family: mono }
radius:
none: 0
micro: 2
xs: 4
sm: 6 # primary button + most cards
md: 8 # larger panels
lg: 12
xl: 16
pill: 9999
partial-top: '6 6 0 0' # tabbed panel attachment — top corners only
partial-bot: '0 0 6 6' # tabbed panel — bottom corners only
spacing:
base: 4
xxs: 2
xs: 4
sm: 8
md: 12
lg: 16
xl: 24
xxl: 32
section-sm: 64
section: 96
section-lg: 128
scale: [4, 8, 12, 16, 20, 24, 32, 40, 48, 64, 96, 128, 160]
layout:
page-width: 1200
prose-width: 720
header-height: 60
hero-height: 660
grid-gap: 24
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)'
ease-bounce: 'cubic-bezier(0.34, 1.56, 0.64, 1)'
duration-fast: 100
duration-standard: 200
duration-slow: 320
duration-mascot: 4000 # hedgehog mascot bounce cycle
reduced-motion: 'respects prefers-reduced-motion: reduce — mascot animations freeze; transforms collapse to opacity'
breakpoints:
mobile: 640
tablet: 1024
desktop: 1280
wide: 1536
shadows:
ambient: 'rgba(35,37,29,0.04) 0 1px 2px'
standard: 'rgba(35,37,29,0.06) 0 2px 6px'
elevated: 'rgba(35,37,29,0.10) 0 8px 24px'
deep: 'rgba(35,37,29,0.16) 0 16px 40px'
ring: '0 0 0 3px rgba(205,132,7,0.30)'
ring-blue: '0 0 0 3px rgba(29,74,255,0.30)'
accessibility:
contrast-text-on-bg: 12.4 # #23251d on #eeefe9 — AAA
contrast-text-on-brand: 6.7 # #23251d on #cd8407 — AAA
contrast-text-on-warm: 5.2 # #23251d on #f35454 — AA at body, AAA at large
contrast-muted-on-bg: 7.0 # #4d4f46 on #eeefe9 — AAA at body
focus-ring: '3px solid rgba(205,132,7,0.30) — soft yellow halo'
reduced-motion-honored: true
keyboard-nav: 'tab order follows visual; skip-link present; tabbed panels arrow-keys'
components:
button-primary:
background: '#cd8407'
text: '#23251d'
radius: 6
padding: '10px 18px'
height: 42
font: button
border: '1px solid #a36a05'
hover: 'background #eb9d2a'
active: 'background #a36a05'
use: 'primary CTA — Get Started, mustard-yellow with subtle 1px border'
button-warm:
background: '#f35454'
text: '#23251d'
radius: 6
padding: '10px 18px'
height: 42
font: button
border: '1px solid #c43838'
hover: 'background #ff7575'
use: 'secondary CTA — Debug & fix issues, coral'
button-blue:
background: '#1d4aff'
text: '#ffffff'
radius: 6
padding: '10px 18px'
height: 42
font: button
hover: 'background #2754ff'
use: 'tertiary CTA — Watch Demo / Talk to Sales (PostHog brand blue)'
button-secondary:
background: '#d2d3cc'
text: '#23251d'
radius: 6
padding: '10px 18px'
height: 42
font: button
border: '1px solid rgba(35,37,29,0.12)'
hover: 'background #c5c6bf'
use: 'tertiary action — Sign In / Read Docs, warm grey'
button-ghost:
background: 'transparent'
text: '#23251d'
radius: 6
padding: '8px 14px'
font: button
hover: 'background rgba(35,37,29,0.06)'
use: 'inline ghost CTA / nav button'
card-feature:
background: '#ffffff'
text: '#23251d'
border: '1px solid rgba(35,37,29,0.12)'
radius: 6
padding: '32px'
use: 'feature card — flat white on cream'
card-tabbed-panel:
background: '#ffffff'
text: '#23251d'
border: '1px solid rgba(35,37,29,0.12)'
radius: '6 6 0 0'
padding: '32px'
use: 'tabbed panel attached to body below — partial radius signals attachment'
card-tabbed-body:
background: '#ffffff'
text: '#23251d'
border: '1px solid rgba(35,37,29,0.12)'
radius: '0 0 6 6'
padding: '32px'
use: 'panel body below tabbed header — completes the seam'
card-pricing:
background: '#ffffff'
text: '#23251d'
border: '1px solid rgba(35,37,29,0.12)'
radius: 8
padding: '40px'
use: 'pricing tier card — slightly larger radius for prominence'
card-dark:
background: '#1d1f17'
text: '#eeefe9'
border: '1px solid rgba(255,255,255,0.10)'
radius: 6
padding: '32px'
use: 'dark band feature card — night-mode contrast'
input:
background: '#ffffff'
text: '#23251d'
border: '1px solid rgba(35,37,29,0.24)'
radius: 6
padding: '10px 14px'
height: 42
font: body
focus: 'border #cd8407; ring 0 0 0 3px rgba(205,132,7,0.30)'
use: 'email / form input'
code-chip:
background: '#ffffff'
text: '#23251d'
border: '1px solid rgba(35,37,29,0.12)'
radius: 6
padding: '8px 14px'
font: code
use: 'install command chip — npx @posthog/wizard, white on cream'
code-block-dark:
background: '#1d1f17'
text: '#eeefe9'
radius: 6
padding: '20px'
font: code
use: 'multi-line code block — dark-on-cream contrast'
badge-pill:
background: '#cd8407'
text: '#23251d'
radius: 9999
padding: '4px 12px'
font: micro
use: 'NEW / category badge — mustard pill'
badge-mint:
background: 'rgba(118,234,163,0.20)'
text: '#1d4f2e'
border: '1px solid rgba(118,234,163,0.40)'
radius: 9999
padding: '4px 12px'
font: micro
use: 'SDK / toolkit badge — mint tint'
nav-link:
background: 'transparent'
text: '#23251d'
font: nav-link
padding: '8px 14px'
hover: 'background rgba(35,37,29,0.06)'
use: 'top nav menu — Products / Pricing / Docs / Community'
hedgehog-mascot:
background: 'transparent'
use: 'hand-drawn hedgehog illustration — recurs throughout, anchors craft-software register'
dark-mode: optional
lineage:
summary: |
PostHog is a developer analytics product that has resisted the entire
aesthetic vocabulary of its category. The competitor surface
(Mixpanel, Amplitude, Heap) is universally white-and-blue, sans-serif,
and chart-forward; PostHog ships a cream `#eeefe9` canvas, **IBM Plex
Sans Variable** at heavy weights (800 for h1), and a mustard-yellow
`#cd8407` primary action that doubles down to coral `#f35454` for
secondary "Debug & fix issues" buttons. The signature `#1d4aff`
PostHog blue surfaces in tertiary CTAs and product UI screenshots.
The entire page reads more like an Itch.io game page than a SaaS
analytics landing — and that is the product strategy. PostHog's
open-source-first identity demands a visual register that the
closed-source incumbents can't copy. IBM Plex Sans is the obvious
type choice for that posture: an open-source, Apache-licensed
family commissioned by IBM, used widely in the open-source design
world. Mono is **Source Code Pro** — Adobe's open-source mono —
completing a fully OFL/Apache type stack. The CTAs use a soft `6px`
radius with a subtle 1px darker border (no shadow); cards have flat
borders; the page texture is paper rather than glass. The
distinctive **partial-radius** trick — `6px 6px 0 0` on a tabbed
header attached to a `0 0 6 6` body — signals tight information
density without a seam between attached panels. Combined with the
hand-drawn hedgehog mascot energy and the explicit
`npx @posthog/wizard` install command rendered in monospace, PostHog
has built a brand that recruits the exact developer audience that
distrusts venture-backed SaaS gloss.
influences:
- name: 'IBM Plex Sans (designed by Mike Abbink)'
role: 'Open-source IBM type family — the open-source-craft posture; Apache licensed; used widely in open-source design'
url: 'https://www.ibm.com/plex/'
- name: 'Source Code Pro (Adobe)'
role: 'Open-source mono cousin — completes the OFL/Apache type stack'
url: 'https://github.com/adobe-fonts/source-code-pro'
- name: 'Itch.io / indie game pages'
role: 'Cream-paper canvas + handcrafted mascot register; rejects SaaS gloss'
url: 'https://itch.io'
- name: 'Supabase'
role: 'Adjacent open-source dev-tool; both treat their open-source identity as the design brief'
url: 'https://supabase.com'
- name: 'PostHog''s open-source ethos'
role: 'The mustard-yellow + coral + cream palette mirrors the brand''s playful, hacker-friendly product personality'
url: 'https://posthog.com/handbook'
---
## 1. Visual Theme & Atmosphere
PostHog runs a cream-paper canvas (`#eeefe9` — closer to newsprint than to white) in a category dominated by stark blue-and-white SaaS landings. The display family is **IBM Plex Sans Variable** at weight `800` for the h1, with a mustard-yellow `#cd8407` button as the primary CTA. A coral `#f35454` button anchors a secondary "Debug & fix issues" panel — two warm hues sharing the page rather than a single brand chroma. The hedgehog mascot energy and the `npx @posthog/wizard` install chip in monospace make the page feel like an open-source README dressed up for marketing.
What makes it distinctive: every analytics competitor reaches for trust signals — clean white surfaces, blue accents, dense product screenshots. PostHog reaches for *charm* — paper canvas, warm CTAs, heavy Plex Sans, hand-drawn hedgehogs. The product itself is sophisticated; the visual register insists it's also approachable, hackable, and on the developer's side.
Below the hero, the page is unusually information-dense for a top-of-funnel page. Cards stack horizontally and vertically; the install-wizard panel sits next to a "Debug & fix issues" panel; pricing chips, feature panels, and code samples interleave. The density is deliberate — PostHog wants the developer to scan the entire product surface from a single page, the way an Itch.io game page or a GitHub README presents everything at once. Section padding is moderate (64–96px) — never lavish.
The section-rhythm trick is the **partial-radius attached panel**. A tabbed header (`Use cases` / `Industries` / `Roles`) renders with `radius: 6 6 0 0` and attaches seamlessly to a body panel at `radius: 0 0 6 6`. The 1px border crosses the seam without a break — the two panels read as a single tabbed surface. That partial-radius trick recurs throughout PostHog's UI and is one of the brand's most quoted design moves.
Mid-page, the canvas occasionally inverts to a dark band (`#1d1f17`) for emphasis sections — a deliberate "night mode panel" that breaks the cream rhythm. The dark bands carry cream text (`#eeefe9`) and the same 6px radius cards, just inverted. The light/dark/light alternation is the page's rhythm device.
The hand-drawn hedgehog mascot recurs throughout — pointing at things, riding rockets, holding tools. It's the brand's commitment to "we're not corporate" rendered in pen strokes. Combined with the warm mustard CTA and the cream paper, it's the visual equivalent of a hand-letterpressed Linux distribution: open-source craft, technical chops, no SaaS gloss.
**Key Characteristics:**
- Cream paper canvas `#eeefe9` — the page's defining warm ground.
- IBM Plex Sans Variable at weight 800 for h1 — heavy, mechanical, open-source.
- Mustard-yellow `#cd8407` primary CTA + coral `#f35454` secondary — two warm hues sharing the page.
- PostHog brand blue `#1d4aff` for tertiary CTAs and product UI.
- 6px radius default, with partial-radius `6 6 0 0` for tabbed panel attachment.
- Source Code Pro mono for install commands and code.
- Hand-drawn hedgehog mascot recurring throughout.
- Dark band sections (`#1d1f17`) breaking the cream rhythm.
- Flat borders, no drop shadows on most chrome.
- Open-source/Apache/OFL type stack — license is part of the brand.
## 2. Color Palette & Roles
### Primary
- **Background** (`#eeefe9`): cream/paper canvas — the page's defining warm ground. Closer to newsprint than white. Has a green-yellow undertone.
- **Text** (`#23251d`): near-black with green undertone — matches the cream undertone, never pure black.
- **Brand** (`#cd8407`): mustard-yellow primary CTA — the page's signature saturated hue.
### Brand & Dark
Mustard yellow as the primary brand spectrum:
- **Brand** (`#cd8407`): primary CTA fill.
- **Brand Hover** (`#eb9d2a`): saturated yellow on hover.
- **Brand Active** (`#a36a05`): pressed.
- **Brand Deep** (`#7d5104`): deepest mustard, used for borders.
Coral as the secondary brand:
- **Brand Warm** (`#f35454`): coral secondary action — "Debug & fix issues" CTA.
- **Brand Warm Hover** (`#ff7575`): lighter coral.
- **Brand Warm Deep** (`#c43838`): pressed coral, used for borders.
PostHog brand blue (used in product UI and tertiary CTAs):
- **Brand Blue** (`#1d4aff`): the signature PostHog product blue.
- **Brand Blue Hover** (`#2754ff`).
- **Brand Blue Deep** (`#0d2ec4`).
Dark band ground:
- **Surface Dark** (`#1d1f17`): mid-page dark band sections — cream-text-on-dark register.
### Accent
- **Mint** (`#76eaa3`): toolkit / SDK feature badges.
- **Purple** (`#9d4cf2`): premium / featured badges (rare).
### Interactive
- **Brand** (`#cd8407`): primary CTA.
- **Brand Warm** (`#f35454`): secondary CTA.
- **Brand Blue** (`#1d4aff`): tertiary CTA + inline link.
- **Focus Ring** (`0 0 0 3px rgba(205,132,7,0.30)`): soft yellow halo, 3px wide.
### Neutral Scale
- **Text** (`#23251d`): primary copy, near-black with green undertone.
- **Text Muted** (`#4d4f46`): captions, button text, metadata.
- **Text Soft** (`#6e7065`): tertiary copy.
- **Text Faint** (`#a8aaa1`): disabled, faintest.
- **Text on Dark** (`#eeefe9`): cream text on dark band sections.
- **On Brand** (`#23251d`): near-black ink on yellow CTA — high contrast.
### Surface & Borders
- **Surface** (`#ffffff`): pure white card surface — used inside cards over cream.
- **Surface Warm** (`#faf9f3`): warmer card variant.
- **Surface Alt** (`#d2d3cc`): warmer gray for secondary buttons / chips.
- **BG Deep** (`#e6e7df`): slightly deeper cream for nested sections.
- **BG Cooler** (`#f5f6ef`): lighter cream for hero panel ground (vs. canvas).
- **Border** (`rgba(35,37,29,0.12)`): low-contrast hairline, tinted to match canvas.
- **Border Soft** (`rgba(35,37,29,0.06)`): softer divider.
- **Border Strong** (`rgba(35,37,29,0.24)`): hover/focus outline.
- **Border Dark** (`rgba(255,255,255,0.10)`): on dark band sections.
### Shadow Colors
PostHog uses shadows sparingly — most chrome is flat with hairline borders:
- **Ambient** (`rgba(35,37,29,0.04) 0 1px 2px`): rare faint lift.
- **Standard** (`rgba(35,37,29,0.06) 0 2px 6px`): subtle card shadow.
- **Elevated** (`rgba(35,37,29,0.10) 0 8px 24px`): pricing card / modal.
- **Deep** (`rgba(35,37,29,0.16) 0 16px 40px`): rare, modal backdrop.
The shadow color is tinted with the page's near-black green undertone (`#23251d`) — never pure black — so shadows blend into the warm canvas.
### Semantic
- **Success** (`#76eaa3`): mint, also used as accent.
- **Warning** (`#cd8407`): mustard, dual-duty with brand.
- **Danger** (`#f35454`): coral, dual-duty with brand-warm.
- **Info** (`#1d4aff`): brand blue, dual-duty.
## 3. Typography Rules
### Font Family
- **Display + Body:** `"IBM Plex Sans Variable", "IBM Plex Sans", -apple-system, system-ui, sans-serif`. IBM's open-source corporate family, Apache-licensed. The variable cut handles weight 100–800 fluidly; PostHog uses 400/500/600/700/800. The signature is **800 weight at large size** — heavier than most SaaS displays.
- **Mono:** `"Source Code Pro", Menlo, Consolas, monaco, monospace`. Adobe's open-source mono — completes the OFL/Apache type stack.
- **OpenType:** `kern`, `liga` standard. **`ss01` stylistic set** enabled on display tier — Plex's slightly more rounded `a` and `g` (the alternate forms ship friendlier than the default geometric).
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|---|---|---|---|---|---|---|---|
| display-hero | IBM Plex Sans | 88 | 800 | 1.0 | -0.03em | kern, ss01 | Largest hero (rare) |
| display-large | IBM Plex Sans | 72 | 800 | 1.05 | -0.025em | kern, ss01 | Section hero |
| h1 | IBM Plex Sans | 60 | 800 | 1.1 | -0.025em | kern, ss01 | Page H1 — heavy display weight |
| h2 | IBM Plex Sans | 44 | 700 | 1.15 | -0.02em | kern, ss01 | Section heads |
| h3 | IBM Plex Sans | 32 | 700 | 1.2 | -0.015em | kern, ss01 | Sub-section heads |
| h4 | IBM Plex Sans | 22 | 600 | 1.3 | -0.01em | kern, ss01 | Card titles |
| body-large | IBM Plex Sans | 18 | 400 | 1.55 | 0 | kern, liga | Hero deck |
| body | IBM Plex Sans | 16 | 400 | 1.5 | 0 | kern, liga | Default body |
| body-small | IBM Plex Sans | 14 | 400 | 1.5 | 0 | kern, liga | Footer body |
| button | IBM Plex Sans | 15 | 600 | 1.0 | 0 | kern | CTA label |
| button-large | IBM Plex Sans | 16 | 600 | 1.0 | 0 | kern | Primary CTA |
| nav-link | IBM Plex Sans | 15 | 500 | 1.4 | 0 | kern | Top nav |
| label | IBM Plex Sans | 13 | 500 | 1.3 | 0.02em | kern, uppercase | Section eyebrow |
| label-mono | Source Code Pro | 11 | 500 | 1.3 | 0.04em | tnum, uppercase | Mono UPPERCASE label |
| caption | IBM Plex Sans | 13 | 400 | 1.4 | 0 | kern | Caption |
| micro | IBM Plex Sans | 11 | 500 | 1.3 | 0.02em | kern | Pill / badge text |
| code | Source Code Pro | 14 | 400 | 1.55 | 0 | tnum, zero | Inline code chip |
| code-bold | Source Code Pro | 14 | 600 | 1.55 | 0 | tnum, zero | Code emphasis |
### Principles
- **Heavy display weights.** Plex at 800 for h1 is the brand fingerprint. Lighter sans (Inter, Söhne) at the same size wouldn't read as "open-source craft." The weight is voice.
- **Tight tracking on display.** `-0.025em` to `-0.03em` at display tier. Plex's metrics are wider than Inter's; the negative tracking compensates.
- **`ss01` stylistic set on display.** Plex's alternate `a` and `g` are slightly friendlier (more rounded counters) than the default geometric forms — better suited to PostHog's playful register.
- **Single-family discipline (almost).** Plex carries display, body, button, label, caption. Source Code Pro only enters for code.
- **Open-source license is part of the brand.** Plex (Apache 2.0) + Source Code Pro (OFL) is a fully open-source/free type stack. Closed commercial faces would betray the brand posture.
- **Sentence case throughout.** Headlines, body, captions all sentence case. UPPERCASE only for 13px section eyebrow and mono label.
- **Slashed zero in mono.** Source Code Pro's `zero` feature is on by default — distinguishes 0 from O in install commands.
- **Body weight ceiling at 500.** Body tier never goes above 500 except for emphasis spans. The display tier owns 700–800.
## 4. Component Stylings
### Buttons
**Primary (Mustard-Yellow)**
- Background: `#cd8407`
- Text: `#23251d`
- Padding: `10px 18px`, height 42
- Radius: 6
- Border: `1px solid #a36a05` — subtle darker mustard border (the signature trim)
- Font: button (Plex 15 / 600)
- Hover: background `#eb9d2a`
- Active: background `#a36a05`
- Use: hero CTA — Get Started, Try PostHog Free.
**Secondary (Coral)**
- Background: `#f35454`
- Text: `#23251d`
- Padding: `10px 18px`, height 42
- Radius: 6
- Border: `1px solid #c43838`
- Hover: background `#ff7575`
- Use: "Debug & fix issues" — paired with primary on hero, shares the warm-spectrum register.
**Tertiary (PostHog Blue)**
- Background: `#1d4aff`
- Text: `#ffffff`
- Padding: `10px 18px`, height 42
- Radius: 6
- Hover: `#2754ff`
- Use: Watch Demo / Talk to Sales / external blue CTAs (matches in-product brand blue).
**Quaternary (Warm Grey)**
- Background: `#d2d3cc`
- Text: `#23251d`
- Padding: `10px 18px`, height 42
- Radius: 6
- Border: `1px solid rgba(35,37,29,0.12)`
- Use: Sign In / Read Docs — neutral-warm secondary.
**Ghost**
- Background: transparent
- Text: `#23251d`
- Padding: `8px 14px`
- Radius: 6
- Hover: `rgba(35,37,29,0.06)` background
- Use: nav button, inline ghost.
### Cards
**Feature Card**
- Background: `#ffffff`
- Border: `1px solid rgba(35,37,29,0.12)`
- Radius: 6
- Padding: 32
- No shadow — flat
- Use: feature card on cream canvas.
**Tabbed Panel (Header)**
- Background: `#ffffff`
- Border: `1px solid rgba(35,37,29,0.12)`
- Radius: `6 6 0 0` — top corners only
- Padding: 32
- Use: tabbed header attached to body below — partial radius signals the seam.
**Tabbed Panel (Body)**
- Background: `#ffffff`
- Border: `1px solid rgba(35,37,29,0.12)` (top border merges with header bottom)
- Radius: `0 0 6 6` — bottom corners only
- Padding: 32
- Use: panel body below the tabbed header. The pair is the signature primitive.
**Pricing Card**
- Background: `#ffffff`
- Border: `1px solid rgba(35,37,29,0.12)`
- Radius: 8 (slightly larger than 6 default — for prominence)
- Padding: 40
- Subtle shadow `rgba(35,37,29,0.06) 0 2px 6px`
- Use: pricing tier card.
**Dark Band Card**
- Background: `#1d1f17`
- Text: `#eeefe9`
- Border: `1px solid rgba(255,255,255,0.10)`
- Radius: 6
- Padding: 32
- Use: feature card inside dark band sections.
### Code Chips
**Install Command Chip**
- Background: `#ffffff`
- Text: `#23251d`
- Border: `1px solid rgba(35,37,29,0.12)`
- Radius: 6
- Padding: `8px 14px`
- Font: code (Source Code Pro 14 / 400)
- Use: `npx @posthog/wizard` install chip — white-on-cream contrast.
**Code Block (Dark)**
- Background: `#1d1f17`
- Text: `#eeefe9`
- Radius: 6
- Padding: 20
- Font: code
- Use: multi-line code samples — dark for emphasis even on cream canvas.
### Inputs / Forms
**Input**
- Background: `#ffffff`
- Border: `1px solid rgba(35,37,29,0.24)`
- Radius: 6
- Padding: `10px 14px`, height 42
- Focus: border `#cd8407` + ring `0 0 0 3px rgba(205,132,7,0.30)` soft yellow halo
- Use: email signup, contact form.
### Badges
**Mustard Pill**
- Background: `#cd8407`
- Text: `#23251d`
- Radius: 9999, Padding: `4px 12px`
- Font: micro (11/500)
- Use: NEW / category badges.
**Mint Pill (SDK / Toolkit)**
- Background: `rgba(118,234,163,0.20)`
- Text: `#1d4f2e`
- Border: `1px solid rgba(118,234,163,0.40)`
- Radius: 9999
- Use: SDK / toolkit / availability badges.
### Navigation
Top nav 60px tall, `#eeefe9` background (matches canvas) with `1px solid rgba(35,37,29,0.06)` border-bottom on scroll. Links: Plex 15/500 `#23251d`, hover `rgba(35,37,29,0.06)` background. Right side: Sign In (ghost) + primary CTA.
### Hedgehog Mascot
Recurring hand-drawn illustrations of PostHog's hedgehog mascot — pointing at things, riding rockets, holding tools, sleeping next to error logs. Each illustration is a custom SVG, ~80–200px wide depending on placement. The mascot anchors the open-source-craft register and is the brand's primary anti-corporate signal.
## 5. Layout Principles
### Spacing System
Base 4px. Scale: 4 / 8 / 12 / 16 / 20 / 24 / 32 / 40 / 48 / 64 / 96 / 128 / 160. Section gaps 64–96px (moderate, not lavish); inside-card padding 32–40; nav padding `8px 14px`; grid gap 24.
PostHog's density is information-dense — the page packs more content per viewport than Apple, Linear, or even Stripe. The pacing is closer to a GitHub README or an Itch.io game page: scan everything from one scroll session.
### Grid & Container
- **Page width:** 1200px max.
- **Prose width:** 720px (intro paragraphs and FAQ answers).
- **Header height:** 60px.
- **Hero height:** ~660px.
- **Grid gap:** 24px between feature cards.
The hero is left-aligned (rare for product analytics — Mixpanel et al. center). Below the hero, multi-column dense product surface — feature panels stack horizontally and vertically. The install-wizard panel sits next to a "Debug & fix issues" panel; pricing chips, feature panels, and code samples interleave on the same row.
### Whitespace Philosophy
PostHog's whitespace is **deliberate and economic** — not the lavish breathing room of Apple, not the tight density of Stripe. The page rewards careful reading without demanding scroll-fatigue. Sections have enough air to read clearly; cards have hairline borders rather than shadow-and-padding-heavy isolation.
### Section Cadence
Cream canvas → dark band → cream → cream-deep → cream → footer. The dark band sections (`#1d1f17`) appear 1–2 times per page as emphasis breaks — the inversion is the brand's primary section-rhythm device.
A typical homepage flow:
1. Hero (cream) with hedgehog + install chip — 660px
2. Feature spread (cream) — 700px
3. Dark band emphasis section (`#1d1f17`) — 500px
4. Pricing (cream-deep `#e6e7df`) — 600px
5. Customer testimonials (cream) — 400px
6. Footer (cream-deep)
## 6. Shapes & Radius Scale
| Tier | Value | Use |
|---|---|---|
| None | 0 | Edge-bound elements |
| Micro | 2 | Decorative pills |
| XS | 4 | Tag chips |
| **SM / Default** | **6** | **Buttons, most cards, code chips, inputs** |
| MD | 8 | Larger panels, pricing cards |
| LG | 12 | Modal corners |
| XL | 16 | Featured banner cards (rare) |
| Pill | 9999 | Status pills, badges |
| **Partial Top** | **`6 6 0 0`** | **Tabbed panel header — signature attached primitive** |
| **Partial Bot** | **`0 0 6 6`** | **Tabbed panel body — completes seam** |
The signature move is the **partial-radius attached panel**: a tabbed header at `6 6 0 0` attached to a body at `0 0 6 6`, with the 1px border crossing the seam. The two panels read as one tabbed surface — the partial radius is what sells the attachment without a visible seam break.
## 7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 | Flat — hairline border only | Most cards, buttons |
| 1 | `0 1px 2px rgba(35,37,29,0.04)` | Rare faint lift |
| 2 | `0 2px 6px rgba(35,37,29,0.06)` | Pricing card |
| 3 | `0 8px 24px rgba(35,37,29,0.10)` | Modal, popover |
| 4 | `0 16px 40px rgba(35,37,29,0.16)` | Modal backdrop |
### Shadow Philosophy
PostHog uses **flat-with-hairline-border depth** as the dominant strategy. Shadows are rare and reserved for true elevation moments (pricing cards, modals). The chrome leans on:
1. **Tinted hairline borders** (`rgba(35,37,29,0.12)`) — every card has one, color-tinted to match the canvas undertone.
2. **Tonal canvas shifts** — `#eeefe9` hero, `#e6e7df` deeper section, `#f5f6ef` lighter hero panel. The 6–10 lightness-unit ladder lets sections differentiate without shadow.
3. **Dark band inversion** (`#1d1f17`) — the most dramatic depth tool, used 1–2 times per page.
The shadow color is always tinted with the page's green-undertone near-black (`#23251d`), never pure black — so any shadows blend into the warm canvas rather than punching through.
## 8. Interaction & Motion ✨
### Easing Curves
- **Standard:** `cubic-bezier(0.4, 0, 0.2, 1)` — default ease-in-out.
- **Emphasized:** `cubic-bezier(0.2, 0, 0, 1)` — modal entrance.
- **Entrance:** `cubic-bezier(0, 0, 0.2, 1)` — content fade-in on scroll.
- **Bounce:** `cubic-bezier(0.34, 1.56, 0.64, 1)` — used sparingly on hedgehog mascot animations.
### Duration Buckets
- **Fast (100ms):** color transitions, button hover.
- **Standard (200ms):** card hover, transitions.
- **Slow (320ms):** hero fade-in.
- **Mascot (4000ms):** hedgehog bounce / wave cycle (slow, idle motion).
### Per-Component Micro-States
- **Button (mustard primary):** background `#cd8407` → `#eb9d2a` on hover, no transform. 100ms.
- **Button (coral secondary):** background `#f35454` → `#ff7575` on hover. 100ms.
- **Button (PostHog blue):** background `#1d4aff` → `#2754ff`. 100ms.
- **Card (feature):** border opacity 0.12 → 0.24 on hover; no transform, no shadow grow. 200ms.
- **Tab pill on tabbed panel:** background flips between `transparent` and `#cd8407` on active state. 200ms.
- **Hedgehog mascot:** continuous slow idle animation — bounce ±4px translateY at 4s ease-bounce infinite alternate, or wave cycle.
- **Link / nav-link:** hover background `rgba(35,37,29,0.06)`. 100ms.
### Page Transitions
- Hero: content fades + 8px translateY rise. 320ms ease-entrance.
- Below-fold sections: fade + 6px translateY on scroll-into-viewport. 240ms.
- Dark band sections: cross-fade with 16px translateY entrance. 400ms.
- Tabbed panel content swap: cross-fade 200ms, no translation.
### Reduced Motion
`@media (prefers-reduced-motion: reduce)`:
- Hedgehog mascot animations freeze at first frame.
- All transforms collapse to opacity-only.
- Bounce easings replaced with standard.
- Hover state color transitions persist (they aid usability).
## 9. Accessibility & A11y ✨
### Contrast Pairs
- **Body text on cream:** `#23251d` on `#eeefe9` → 12.4:1. **AAA at body sizes.**
- **Button text on mustard:** `#23251d` on `#cd8407` → 6.7:1. **AAA at body sizes.**
- **Button text on coral:** `#23251d` on `#f35454` → 5.2:1. **AA at body, AAA at large.**
- **Button text on PostHog blue:** `#ffffff` on `#1d4aff` → 6.4:1. **AAA at body.**
- **Muted text on cream:** `#4d4f46` on `#eeefe9` → 7.0:1. **AAA at body.**
- **Soft text on cream:** `#6e7065` on `#eeefe9` → 4.8:1. **AA at body.**
- **Cream text on dark band:** `#eeefe9` on `#1d1f17` → 13.2:1. **AAA.**
- **Faint text:** `#a8aaa1` on `#eeefe9` → 2.4:1 — fails. Reserve for disabled-only.
### Focus Indicators
`0 0 0 3px rgba(205,132,7,0.30)` — soft yellow halo, 3px wide. The yellow ring matches the brand mustard and is recognizable as PostHog's focus state. Form fields use the same halo. Inputs that take blue-blue actions (e.g., Watch Demo) use `0 0 0 3px rgba(29,74,255,0.30)`.
### ARIA Pattern Recommendations
- **Top nav:** `<nav aria-label="Primary">` with skip-link.
- **Tabbed panel:** `role="tablist"` on the tab strip, `role="tab"` per tab, `role="tabpanel"` on the body. `aria-selected="true"` and `aria-controls` link tabs to panels.
- **Pricing toggle (monthly/yearly):** `role="group"` + `aria-pressed`.
- **Modal / dialog:** `role="dialog"` + `aria-modal="true"`.
- **Hedgehog mascot:** `aria-hidden="true"` — purely decorative.
- **CTA buttons:** semantic `<button>`/`<a>`, descriptive labels ("Get Started with PostHog" not "Get Started").
### Keyboard Navigation
- Tab order: nav → primary CTA → secondary CTA → page content → footer.
- Skip-link to `#main-content` first focus stop.
- Tabbed panels: arrow keys (left/right) navigate tabs.
- Pricing toggle: arrow keys swap monthly/yearly.
- FAQ accordion: Tab to expand, Enter/Space to toggle, Esc to collapse.
### Screen Reader Hints
- Hedgehog mascot: `aria-hidden="true"`.
- Code chips: rendered in `<code>` so screen readers announce as code.
- Install command: announce literally — `"npx @posthog/wizard"`.
- Dark band sections: no announcement; the visual shift is decorative.
### Reduced Motion
`prefers-reduced-motion: reduce` halts mascot animations and transforms. Hover state color transitions persist.
## 10. Responsive Behavior
### Breakpoints
| Breakpoint | Width | Notes |
|---|---|---|
| Mobile | 0–640px | Single column, hero shrinks to ~520px, mascot reduces to 1 illustration |
| Tablet | 640–1024px | Two-column features, tabbed panels stack |
| Desktop | 1024–1280px | Three-column features, full tabbed panel layout |
| Wide | 1280–1536px+ | 1200px container caps |
### Touch Targets
- Buttons height ≥42px on all breakpoints — exceeds WCAG 2.5.5 44×44 with surrounding hit area.
- Nav links 44px hit area on mobile.
- Tabbed panel tabs 36–40px tall — pad to 44 with surrounding area.
### Collapsing Strategy
- **Hero:** display-hero shrinks 88 → 60 → 44 → 36. Line-height stays 1.0–1.15.
- **Feature grid:** 3-col → 2-col → 1-col. Card padding 32 → 28 → 24.
- **Tabbed panel:** desktop horizontal tabs collapse to vertical accordion at <640px.
- **Hedgehog mascot:** desktop hero shows 2–3 hedgehog illustrations; mobile shows 1.
- **Pricing:** 3-col → vertical stack on mobile, "Most Popular" tier first.
### Image Behavior
- Hedgehog illustrations: SVG, scale fluidly.
- Product UI screenshots: aspect-ratio container, scale to fit card width, lazy-loaded below fold.
- Customer logos: SVG, low opacity hover restores.
### Container Queries
PostHog's tabbed panels are good candidates for `@container` queries — switching between horizontal-tab and vertical-accordion layouts based on container width rather than viewport.
## 11. Content & Voice ✨
### Tone
**Friendly, technical, anti-corporate.** PostHog talks like a fellow developer at a meetup — confident in the technical claims, casual about the marketing, willing to say "we suck at X but here's what we do well." The voice trusts the reader is technical and invites them to inspect the open-source code.
### Microcopy Patterns
- **Headlines:** capability + warmth. "How developers build successful products", "Stop guessing why your users don't convert", "Self-host or run on cloud — your choice."
- **Decks:** specifics over claims. "PostHog combines product analytics, session replay, feature flags, and experiments — all in one open-source platform."
- **CTA verbs:** "Get Started", "Install with one command", "Try free", "Talk to sales", "Read the docs". Always actionable + specific.
- **Error messages** (in-product convention): friendly + recovery. "Looks like your data isn't flowing yet. Run `npx @posthog/wizard` to set up your project."
- **Empty states:** instructional, often with a code suggestion.
### Empty States
In-product: "No events yet. Try installing the PostHog SDK with `npx @posthog/wizard`." The pattern is **friendly + concrete next step** — never just "No data."
### Success Confirmations
- After install: "Welcome! Your first event will appear here once your app is sending data."
- After signup: "Check your email — we sent you a magic link to sign in."
- Toast pattern: icon + short message + optional action button.
### CTA Verb Conventions
The verbs PostHog uses, ranked:
1. **Get Started** (primary conversion)
2. **Try Free** / **Try PostHog Free**
3. **Install with one command**
4. **Read the docs**
5. **Talk to sales** (enterprise tier)
6. **Self-host** / **Run on cloud** (deployment options)
7. **Sign In** (returning users)
What PostHog *doesn't* say: "Sign up now" (too aggressive), "Schedule a demo" (PostHog avoids gated demos), "Click here" (never). The brand voice avoids B2B marketing-speak.
## 12. Dark Mode & Theming ✨
PostHog's marketing site is **light-canvas-first** with **dark band sections** as emphasis. There isn't a full dark-mode token swap on the marketing surface — the cream `#eeefe9` canvas is the brand's defining ground. The in-product app *does* support light/dark mode (`#1d1f17`-class dark canvas with cream-on-dark text), and the dark band sections on marketing preview that aesthetic.
If implementing a full dark variant of the marketing surface, the canonical token swap would be:
```yaml
colors-dark:
bg: '#1d1f17' # the in-product dark canvas
bg-deep: '#0f1009' # deepest dark
bg-cooler: '#252720' # lifted dark band
surface: '#252720' # card on dark
text: '#eeefe9' # cream text on dark
text-muted: '#a8aaa1'
brand: '#cd8407' # mustard stays — high contrast on both
brand-warm: '#f35454' # coral stays
brand-blue: '#1d4aff' # blue stays
border: 'rgba(255,255,255,0.10)'
border-soft: 'rgba(255,255,255,0.06)'
shadow-card: 'rgba(0,0,0,0.30)'
on-brand: '#23251d' # ink stays near-black on yellow
```
Note: mustard, coral, and PostHog blue all remain unchanged across modes — they're high-contrast against both cream and dark canvases. The dark mode is a tonal inversion, not a full chromatic swap.
## 13. Lineage & Influences
PostHog's design lineage is **open-source craft** — a tradition that includes Itch.io's indie game pages, the IBM Plex / Carbon Design System aesthetic, and the GitHub README-as-marketing approach that Supabase, Plain, and other open-source dev-tools have adopted. The design rejects the entire visual vocabulary of closed-source SaaS analytics (Mixpanel, Amplitude, Heap) — those competitors all share white-canvas, blue-accent, chart-forward aesthetics. PostHog goes the opposite direction: cream paper, mustard CTAs, hand-drawn hedgehogs.
The type stack is the brand's most explicit signal: **IBM Plex Sans** (Apache 2.0) + **Source Code Pro** (OFL) is a fully open-source/free pairing. Closed commercial faces (Söhne, Inter Display licensed cuts, custom families) would betray the brand posture. The license is part of the brand.
What PostHog *rejects*: SaaS gloss (gradients, glass, animated charts), white canvas with blue CTAs, single-brand-color discipline, gated demos as primary CTAs, "Schedule a meeting" funnels. The brand chooses to look hackable, approachable, and willing to lose to closed competitors on polish in exchange for trust.
**Influences:**
- **IBM Plex Sans** (Mike Abbink) — open-source IBM type family, Apache licensed (https://www.ibm.com/plex/)
- **Source Code Pro** (Adobe) — open-source mono cousin (https://github.com/adobe-fonts/source-code-pro)
- **Itch.io / indie game pages** — cream canvas + handcrafted mascot register (https://itch.io)
- **Supabase** — adjacent open-source dev-tool with shared aesthetic philosophy (https://supabase.com)
- **PostHog handbook / brand guidelines** — the mustard + coral + cream palette mirrors the brand's playful, hacker-friendly product personality (https://posthog.com/handbook)
- **GitHub README aesthetic** — information-dense, code-forward, paper-canvas register
## 14. Do's and Don'ts
### Do's
- **Do** use a cream/paper canvas (`#eeefe9`-class) instead of pure white if you're targeting the open-source developer audience. The warmth is the differentiator.
- **Do** pair a heavy display weight (800) with a tight tracking (`-0.025em`). IBM Plex earns the bold; lighter sans wouldn't.
- **Do** assign secondary actions a different warm hue (coral `#f35454`) rather than a desaturated gray. PostHog uses two warm CTAs in conversation — mustard and coral.
- **Do** use the partial-radius attached panel pattern (`6 6 0 0` header + `0 0 6 6` body). It's the brand's signature attached-surface trick.
- **Do** include hand-drawn mascot illustrations. The hedgehog's the brand's anti-corporate signal — the page is incomplete without it.
- **Do** ship install commands as code chips with `npx @posthog/wizard` — copy-pastable, mono-rendered, white-on-cream contrast.
- **Do** stick to the open-source type stack (Plex / Source Code Pro). The license is part of the brand.
- **Do** alternate cream → dark band → cream for section rhythm. The dark band (`#1d1f17`) is the primary emphasis device.
- **Do** add a 1px darker-mustard border (`#a36a05`) on the primary yellow CTA. The trim is the signature finish.
- **Do** use PostHog blue (`#1d4aff`) for tertiary CTAs and product UI — but never as primary on marketing.
### Don'ts
- **Don't** retreat to white-canvas + blue-accent because the analytics category does. The category's uniformity is PostHog's opportunity.
- **Don't** add SaaS gloss — gradients, glass morphism, animated charts. Flat cards on cream are the entire elevation language.
- **Don't** drop the open-source type stack (Plex / Source Code Pro) for a closed commercial alternative. The license is part of the brand.
- **Don't** use Helvetica or Arial as Plex fallback. The system fallback chain is `-apple-system, system-ui` — preferred over neutral Helvetica which would dilute Plex's character.
- **Don't** lighten the display weight below 700. The 800/700 heavy-display authority is the brand fingerprint.
- **Don't** introduce a third saturated warm hue. Mustard + coral is the spectrum; adding pink or orange would muddy.
- **Don't** use drop shadows everywhere. PostHog's chrome is flat; shadows are reserved for pricing cards and modals.
- **Don't** schedule-a-demo CTAs as primary. PostHog's brand explicitly prefers self-serve "Try Free" over gated demos.
- **Don't** drop the mascot. The hedgehog is the brand's anti-corporate signal. Without it, the page tilts toward generic dev-tool.
- **Don't** center-align the hero. PostHog's left-aligned hero is part of the GitHub-README register.
## 15. Agent Prompt Guide
### Quick Color Reference
```
bg (cream): #eeefe9
bg-deep: #e6e7df
surface (white): #ffffff
surface-dark: #1d1f17
text: #23251d
text-muted: #4d4f46
brand (mustard): #cd8407
brand-warm (coral): #f35454
brand-blue: #1d4aff
border: rgba(35,37,29,0.12)
on-brand: #23251d
```
### Example Component Prompts
- **Hero:** "Create a left-aligned hero on a `#eeefe9` cream canvas with a 60–88px IBM Plex Sans / weight 800 / tracking -0.025em / line-height 1.1 headline reading 'How developers build successful products', a 18px Plex 400 deck below in `#4d4f46`, a primary CTA in `#cd8407` mustard with `#23251d` text at 6px radius / `10px 18px` padding / `1px solid #a36a05` border, plus a coral secondary `#f35454` button next to it. Add 1–2 hand-drawn hedgehog illustrations decorating the right column."
- **Feature card:** "Design a feature card on cream with `#ffffff` background, `1px solid rgba(35,37,29,0.12)` border, 6px radius, 32px padding, no shadow, h4 title in Plex 22/600, body in Plex 16/400 `#4d4f46`, optional `npx @posthog/wizard` install chip at bottom."
- **Tabbed attached panel:** "Build a tabbed panel with a header at radius `6 6 0 0` and a body at `0 0 6 6`. Header has `#ffffff` bg, `1px solid rgba(35,37,29,0.12)` border, 32px padding, three tabs ('Use cases' / 'Industries' / 'Roles') in Plex 15/600. Body has same border styling, 32px padding. The 1px border crosses the seam without breaking — the partial radius signals the attachment."
- **Mustard primary CTA:** "Place a primary CTA button as `#cd8407` mustard background, `#23251d` near-black text, 6px radius, `10px 18px` padding, height 42, `1px solid #a36a05` darker-mustard border, Plex 15/600 label 'Get Started'. Hover transitions background to `#eb9d2a` over 100ms."
- **Dark band emphasis section:** "Add a mid-page emphasis section with `#1d1f17` dark background, `#eeefe9` cream text, full-bleed (radius 0), 96px vertical padding. Inside, render h2 in Plex 44/700 cream, body in Plex 16/400 `#a8aaa1` muted-cream. Cards inside use `#252720` bg with `1px solid rgba(255,255,255,0.10)` border."
- **Install command chip:** "Create a horizontal code chip with `#ffffff` background, `1px solid rgba(35,37,29,0.12)` border, 6px radius, `8px 14px` padding. Inside, Source Code Pro 14/400 text reading `npx @posthog/wizard`. Add a copy icon on the right that toggles to a check on click."
### Iteration Guide
1. **Anchor canvas at `#eeefe9` cream.** Pure white tilts the page toward generic SaaS analytics. The cream undertone is the open-source-craft register.
2. **Set Plex Sans at weight 800 for h1.** Lighter weights (600 / 700) lose the open-source-craft character. The heavy display weight is the voice.
3. **Use mustard `#cd8407` for primary CTA.** Blue or green CTAs tip the page toward category-default analytics. The yellow is the differentiation.
4. **Add the 1px darker-mustard border** (`#a36a05`) on primary buttons. The trim is what makes the button feel finished — without it, mustard reads flat.
5. **Use partial radius** (`6 6 0 0` + `0 0 6 6`) for tabbed panel attachments. The seamless seam is the signature primitive.
6. **Include hedgehog illustrations.** The mascot is the brand's anti-corporate signal — without it, the cream-and-mustard register feels generic.
7. **Stick to the OFL/Apache type stack.** Plex Sans + Source Code Pro. Closed commercial faces betray the brand posture.
8. **Alternate cream and dark bands** for section rhythm. 1–2 dark bands per page; cream is the dominant ground.
1. Visual Theme & Atmosphere
PostHog runs a cream-paper canvas (#eeefe9 — closer to newsprint than to white) in a category dominated by stark blue-and-white SaaS landings. The display family is IBM Plex Sans Variable at weight 800 for the h1, with a mustard-yellow #cd8407 button as the primary CTA. A coral #f35454 button anchors a secondary “Debug & fix issues” panel — two warm hues sharing the page rather than a single brand chroma. The hedgehog mascot energy and the npx @posthog/wizard install chip in monospace make the page feel like an open-source README dressed up for marketing.
What makes it distinctive: every analytics competitor reaches for trust signals — clean white surfaces, blue accents, dense product screenshots. PostHog reaches for charm — paper canvas, warm CTAs, heavy Plex Sans, hand-drawn hedgehogs. The product itself is sophisticated; the visual register insists it’s also approachable, hackable, and on the developer’s side.
Below the hero, the page is unusually information-dense for a top-of-funnel page. Cards stack horizontally and vertically; the install-wizard panel sits next to a “Debug & fix issues” panel; pricing chips, feature panels, and code samples interleave. The density is deliberate — PostHog wants the developer to scan the entire product surface from a single page, the way an Itch.io game page or a GitHub README presents everything at once. Section padding is moderate (64–96px) — never lavish.
The section-rhythm trick is the partial-radius attached panel. A tabbed header (Use cases / Industries / Roles) renders with radius: 6 6 0 0 and attaches seamlessly to a body panel at radius: 0 0 6 6. The 1px border crosses the seam without a break — the two panels read as a single tabbed surface. That partial-radius trick recurs throughout PostHog’s UI and is one of the brand’s most quoted design moves.
Mid-page, the canvas occasionally inverts to a dark band (#1d1f17) for emphasis sections — a deliberate “night mode panel” that breaks the cream rhythm. The dark bands carry cream text (#eeefe9) and the same 6px radius cards, just inverted. The light/dark/light alternation is the page’s rhythm device.
The hand-drawn hedgehog mascot recurs throughout — pointing at things, riding rockets, holding tools. It’s the brand’s commitment to “we’re not corporate” rendered in pen strokes. Combined with the warm mustard CTA and the cream paper, it’s the visual equivalent of a hand-letterpressed Linux distribution: open-source craft, technical chops, no SaaS gloss.
Key Characteristics:
- Cream paper canvas
#eeefe9— the page’s defining warm ground. - IBM Plex Sans Variable at weight 800 for h1 — heavy, mechanical, open-source.
- Mustard-yellow
#cd8407primary CTA + coral#f35454secondary — two warm hues sharing the page. - PostHog brand blue
#1d4afffor tertiary CTAs and product UI. - 6px radius default, with partial-radius
6 6 0 0for tabbed panel attachment. - Source Code Pro mono for install commands and code.
- Hand-drawn hedgehog mascot recurring throughout.
- Dark band sections (
#1d1f17) breaking the cream rhythm. - Flat borders, no drop shadows on most chrome.
- Open-source/Apache/OFL type stack — license is part of the brand.
2. Color Palette & Roles
Primary
- Background (
#eeefe9): cream/paper canvas — the page’s defining warm ground. Closer to newsprint than white. Has a green-yellow undertone. - Text (
#23251d): near-black with green undertone — matches the cream undertone, never pure black. - Brand (
#cd8407): mustard-yellow primary CTA — the page’s signature saturated hue.
Brand & Dark
Mustard yellow as the primary brand spectrum:
- Brand (
#cd8407): primary CTA fill. - Brand Hover (
#eb9d2a): saturated yellow on hover. - Brand Active (
#a36a05): pressed. - Brand Deep (
#7d5104): deepest mustard, used for borders.
Coral as the secondary brand:
- Brand Warm (
#f35454): coral secondary action — “Debug & fix issues” CTA. - Brand Warm Hover (
#ff7575): lighter coral. - Brand Warm Deep (
#c43838): pressed coral, used for borders.
PostHog brand blue (used in product UI and tertiary CTAs):
- Brand Blue (
#1d4aff): the signature PostHog product blue. - Brand Blue Hover (
#2754ff). - Brand Blue Deep (
#0d2ec4).
Dark band ground:
- Surface Dark (
#1d1f17): mid-page dark band sections — cream-text-on-dark register.
Accent
- Mint (
#76eaa3): toolkit / SDK feature badges. - Purple (
#9d4cf2): premium / featured badges (rare).
Interactive
- Brand (
#cd8407): primary CTA. - Brand Warm (
#f35454): secondary CTA. - Brand Blue (
#1d4aff): tertiary CTA + inline link. - Focus Ring (
0 0 0 3px rgba(205,132,7,0.30)): soft yellow halo, 3px wide.
Neutral Scale
- Text (
#23251d): primary copy, near-black with green undertone. - Text Muted (
#4d4f46): captions, button text, metadata. - Text Soft (
#6e7065): tertiary copy. - Text Faint (
#a8aaa1): disabled, faintest. - Text on Dark (
#eeefe9): cream text on dark band sections. - On Brand (
#23251d): near-black ink on yellow CTA — high contrast.
Surface & Borders
- Surface (
#ffffff): pure white card surface — used inside cards over cream. - Surface Warm (
#faf9f3): warmer card variant. - Surface Alt (
#d2d3cc): warmer gray for secondary buttons / chips. - BG Deep (
#e6e7df): slightly deeper cream for nested sections. - BG Cooler (
#f5f6ef): lighter cream for hero panel ground (vs. canvas). - Border (
rgba(35,37,29,0.12)): low-contrast hairline, tinted to match canvas. - Border Soft (
rgba(35,37,29,0.06)): softer divider. - Border Strong (
rgba(35,37,29,0.24)): hover/focus outline. - Border Dark (
rgba(255,255,255,0.10)): on dark band sections.
Shadow Colors
PostHog uses shadows sparingly — most chrome is flat with hairline borders:
- Ambient (
rgba(35,37,29,0.04) 0 1px 2px): rare faint lift. - Standard (
rgba(35,37,29,0.06) 0 2px 6px): subtle card shadow. - Elevated (
rgba(35,37,29,0.10) 0 8px 24px): pricing card / modal. - Deep (
rgba(35,37,29,0.16) 0 16px 40px): rare, modal backdrop.
The shadow color is tinted with the page’s near-black green undertone (#23251d) — never pure black — so shadows blend into the warm canvas.
Semantic
- Success (
#76eaa3): mint, also used as accent. - Warning (
#cd8407): mustard, dual-duty with brand. - Danger (
#f35454): coral, dual-duty with brand-warm. - Info (
#1d4aff): brand blue, dual-duty.
3. Typography Rules
Font Family
- Display + Body:
"IBM Plex Sans Variable", "IBM Plex Sans", -apple-system, system-ui, sans-serif. IBM’s open-source corporate family, Apache-licensed. The variable cut handles weight 100–800 fluidly; PostHog uses 400/500/600/700/800. The signature is 800 weight at large size — heavier than most SaaS displays. - Mono:
"Source Code Pro", Menlo, Consolas, monaco, monospace. Adobe’s open-source mono — completes the OFL/Apache type stack. - OpenType:
kern,ligastandard.ss01stylistic set enabled on display tier — Plex’s slightly more roundedaandg(the alternate forms ship friendlier than the default geometric).
Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|---|---|---|---|---|---|---|---|
| display-hero | IBM Plex Sans | 88 | 800 | 1.0 | -0.03em | kern, ss01 | Largest hero (rare) |
| display-large | IBM Plex Sans | 72 | 800 | 1.05 | -0.025em | kern, ss01 | Section hero |
| h1 | IBM Plex Sans | 60 | 800 | 1.1 | -0.025em | kern, ss01 | Page H1 — heavy display weight |
| h2 | IBM Plex Sans | 44 | 700 | 1.15 | -0.02em | kern, ss01 | Section heads |
| h3 | IBM Plex Sans | 32 | 700 | 1.2 | -0.015em | kern, ss01 | Sub-section heads |
| h4 | IBM Plex Sans | 22 | 600 | 1.3 | -0.01em | kern, ss01 | Card titles |
| body-large | IBM Plex Sans | 18 | 400 | 1.55 | 0 | kern, liga | Hero deck |
| body | IBM Plex Sans | 16 | 400 | 1.5 | 0 | kern, liga | Default body |
| body-small | IBM Plex Sans | 14 | 400 | 1.5 | 0 | kern, liga | Footer body |
| button | IBM Plex Sans | 15 | 600 | 1.0 | 0 | kern | CTA label |
| button-large | IBM Plex Sans | 16 | 600 | 1.0 | 0 | kern | Primary CTA |
| nav-link | IBM Plex Sans | 15 | 500 | 1.4 | 0 | kern | Top nav |
| label | IBM Plex Sans | 13 | 500 | 1.3 | 0.02em | kern, uppercase | Section eyebrow |
| label-mono | Source Code Pro | 11 | 500 | 1.3 | 0.04em | tnum, uppercase | Mono UPPERCASE label |
| caption | IBM Plex Sans | 13 | 400 | 1.4 | 0 | kern | Caption |
| micro | IBM Plex Sans | 11 | 500 | 1.3 | 0.02em | kern | Pill / badge text |
| code | Source Code Pro | 14 | 400 | 1.55 | 0 | tnum, zero | Inline code chip |
| code-bold | Source Code Pro | 14 | 600 | 1.55 | 0 | tnum, zero | Code emphasis |
Principles
- Heavy display weights. Plex at 800 for h1 is the brand fingerprint. Lighter sans (Inter, Söhne) at the same size wouldn’t read as “open-source craft.” The weight is voice.
- Tight tracking on display.
-0.025emto-0.03emat display tier. Plex’s metrics are wider than Inter’s; the negative tracking compensates. ss01stylistic set on display. Plex’s alternateaandgare slightly friendlier (more rounded counters) than the default geometric forms — better suited to PostHog’s playful register.- Single-family discipline (almost). Plex carries display, body, button, label, caption. Source Code Pro only enters for code.
- Open-source license is part of the brand. Plex (Apache 2.0) + Source Code Pro (OFL) is a fully open-source/free type stack. Closed commercial faces would betray the brand posture.
- Sentence case throughout. Headlines, body, captions all sentence case. UPPERCASE only for 13px section eyebrow and mono label.
- Slashed zero in mono. Source Code Pro’s
zerofeature is on by default — distinguishes 0 from O in install commands. - Body weight ceiling at 500. Body tier never goes above 500 except for emphasis spans. The display tier owns 700–800.
4. Component Stylings
Buttons
Primary (Mustard-Yellow)
- Background:
#cd8407 - Text:
#23251d - Padding:
10px 18px, height 42 - Radius: 6
- Border:
1px solid #a36a05— subtle darker mustard border (the signature trim) - Font: button (Plex 15 / 600)
- Hover: background
#eb9d2a - Active: background
#a36a05 - Use: hero CTA — Get Started, Try PostHog Free.
Secondary (Coral)
- Background:
#f35454 - Text:
#23251d - Padding:
10px 18px, height 42 - Radius: 6
- Border:
1px solid #c43838 - Hover: background
#ff7575 - Use: “Debug & fix issues” — paired with primary on hero, shares the warm-spectrum register.
Tertiary (PostHog Blue)
- Background:
#1d4aff - Text:
#ffffff - Padding:
10px 18px, height 42 - Radius: 6
- Hover:
#2754ff - Use: Watch Demo / Talk to Sales / external blue CTAs (matches in-product brand blue).
Quaternary (Warm Grey)
- Background:
#d2d3cc - Text:
#23251d - Padding:
10px 18px, height 42 - Radius: 6
- Border:
1px solid rgba(35,37,29,0.12) - Use: Sign In / Read Docs — neutral-warm secondary.
Ghost
- Background: transparent
- Text:
#23251d - Padding:
8px 14px - Radius: 6
- Hover:
rgba(35,37,29,0.06)background - Use: nav button, inline ghost.
Cards
Feature Card
- Background:
#ffffff - Border:
1px solid rgba(35,37,29,0.12) - Radius: 6
- Padding: 32
- No shadow — flat
- Use: feature card on cream canvas.
Tabbed Panel (Header)
- Background:
#ffffff - Border:
1px solid rgba(35,37,29,0.12) - Radius:
6 6 0 0— top corners only - Padding: 32
- Use: tabbed header attached to body below — partial radius signals the seam.
Tabbed Panel (Body)
- Background:
#ffffff - Border:
1px solid rgba(35,37,29,0.12)(top border merges with header bottom) - Radius:
0 0 6 6— bottom corners only - Padding: 32
- Use: panel body below the tabbed header. The pair is the signature primitive.
Pricing Card
- Background:
#ffffff - Border:
1px solid rgba(35,37,29,0.12) - Radius: 8 (slightly larger than 6 default — for prominence)
- Padding: 40
- Subtle shadow
rgba(35,37,29,0.06) 0 2px 6px - Use: pricing tier card.
Dark Band Card
- Background:
#1d1f17 - Text:
#eeefe9 - Border:
1px solid rgba(255,255,255,0.10) - Radius: 6
- Padding: 32
- Use: feature card inside dark band sections.
Code Chips
Install Command Chip
- Background:
#ffffff - Text:
#23251d - Border:
1px solid rgba(35,37,29,0.12) - Radius: 6
- Padding:
8px 14px - Font: code (Source Code Pro 14 / 400)
- Use:
npx @posthog/wizardinstall chip — white-on-cream contrast.
Code Block (Dark)
- Background:
#1d1f17 - Text:
#eeefe9 - Radius: 6
- Padding: 20
- Font: code
- Use: multi-line code samples — dark for emphasis even on cream canvas.
Inputs / Forms
Input
- Background:
#ffffff - Border:
1px solid rgba(35,37,29,0.24) - Radius: 6
- Padding:
10px 14px, height 42 - Focus: border
#cd8407+ ring0 0 0 3px rgba(205,132,7,0.30)soft yellow halo - Use: email signup, contact form.
Badges
Mustard Pill
- Background:
#cd8407 - Text:
#23251d - Radius: 9999, Padding:
4px 12px - Font: micro (11/500)
- Use: NEW / category badges.
Mint Pill (SDK / Toolkit)
- Background:
rgba(118,234,163,0.20) - Text:
#1d4f2e - Border:
1px solid rgba(118,234,163,0.40) - Radius: 9999
- Use: SDK / toolkit / availability badges.
Navigation
Top nav 60px tall, #eeefe9 background (matches canvas) with 1px solid rgba(35,37,29,0.06) border-bottom on scroll. Links: Plex 15/500 #23251d, hover rgba(35,37,29,0.06) background. Right side: Sign In (ghost) + primary CTA.
Hedgehog Mascot
Recurring hand-drawn illustrations of PostHog’s hedgehog mascot — pointing at things, riding rockets, holding tools, sleeping next to error logs. Each illustration is a custom SVG, ~80–200px wide depending on placement. The mascot anchors the open-source-craft register and is the brand’s primary anti-corporate signal.
5. Layout Principles
Spacing System
Base 4px. Scale: 4 / 8 / 12 / 16 / 20 / 24 / 32 / 40 / 48 / 64 / 96 / 128 / 160. Section gaps 64–96px (moderate, not lavish); inside-card padding 32–40; nav padding 8px 14px; grid gap 24.
PostHog’s density is information-dense — the page packs more content per viewport than Apple, Linear, or even Stripe. The pacing is closer to a GitHub README or an Itch.io game page: scan everything from one scroll session.
Grid & Container
- Page width: 1200px max.
- Prose width: 720px (intro paragraphs and FAQ answers).
- Header height: 60px.
- Hero height: ~660px.
- Grid gap: 24px between feature cards.
The hero is left-aligned (rare for product analytics — Mixpanel et al. center). Below the hero, multi-column dense product surface — feature panels stack horizontally and vertically. The install-wizard panel sits next to a “Debug & fix issues” panel; pricing chips, feature panels, and code samples interleave on the same row.
Whitespace Philosophy
PostHog’s whitespace is deliberate and economic — not the lavish breathing room of Apple, not the tight density of Stripe. The page rewards careful reading without demanding scroll-fatigue. Sections have enough air to read clearly; cards have hairline borders rather than shadow-and-padding-heavy isolation.
Section Cadence
Cream canvas → dark band → cream → cream-deep → cream → footer. The dark band sections (#1d1f17) appear 1–2 times per page as emphasis breaks — the inversion is the brand’s primary section-rhythm device.
A typical homepage flow:
- Hero (cream) with hedgehog + install chip — 660px
- Feature spread (cream) — 700px
- Dark band emphasis section (
#1d1f17) — 500px - Pricing (cream-deep
#e6e7df) — 600px - Customer testimonials (cream) — 400px
- Footer (cream-deep)
6. Shapes & Radius Scale
| Tier | Value | Use |
|---|---|---|
| None | 0 | Edge-bound elements |
| Micro | 2 | Decorative pills |
| XS | 4 | Tag chips |
| SM / Default | 6 | Buttons, most cards, code chips, inputs |
| MD | 8 | Larger panels, pricing cards |
| LG | 12 | Modal corners |
| XL | 16 | Featured banner cards (rare) |
| Pill | 9999 | Status pills, badges |
| Partial Top | 6 6 0 0 | Tabbed panel header — signature attached primitive |
| Partial Bot | 0 0 6 6 | Tabbed panel body — completes seam |
The signature move is the partial-radius attached panel: a tabbed header at 6 6 0 0 attached to a body at 0 0 6 6, with the 1px border crossing the seam. The two panels read as one tabbed surface — the partial radius is what sells the attachment without a visible seam break.
7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 | Flat — hairline border only | Most cards, buttons |
| 1 | 0 1px 2px rgba(35,37,29,0.04) | Rare faint lift |
| 2 | 0 2px 6px rgba(35,37,29,0.06) | Pricing card |
| 3 | 0 8px 24px rgba(35,37,29,0.10) | Modal, popover |
| 4 | 0 16px 40px rgba(35,37,29,0.16) | Modal backdrop |
Shadow Philosophy
PostHog uses flat-with-hairline-border depth as the dominant strategy. Shadows are rare and reserved for true elevation moments (pricing cards, modals). The chrome leans on:
- Tinted hairline borders (
rgba(35,37,29,0.12)) — every card has one, color-tinted to match the canvas undertone. - Tonal canvas shifts —
#eeefe9hero,#e6e7dfdeeper section,#f5f6eflighter hero panel. The 6–10 lightness-unit ladder lets sections differentiate without shadow. - Dark band inversion (
#1d1f17) — the most dramatic depth tool, used 1–2 times per page.
The shadow color is always tinted with the page’s green-undertone near-black (#23251d), never pure black — so any shadows blend into the warm canvas rather than punching through.
8. Interaction & Motion ✨
Easing Curves
- Standard:
cubic-bezier(0.4, 0, 0.2, 1)— default ease-in-out. - Emphasized:
cubic-bezier(0.2, 0, 0, 1)— modal entrance. - Entrance:
cubic-bezier(0, 0, 0.2, 1)— content fade-in on scroll. - Bounce:
cubic-bezier(0.34, 1.56, 0.64, 1)— used sparingly on hedgehog mascot animations.
Duration Buckets
- Fast (100ms): color transitions, button hover.
- Standard (200ms): card hover, transitions.
- Slow (320ms): hero fade-in.
- Mascot (4000ms): hedgehog bounce / wave cycle (slow, idle motion).
Per-Component Micro-States
- Button (mustard primary): background
#cd8407→#eb9d2aon hover, no transform. 100ms. - Button (coral secondary): background
#f35454→#ff7575on hover. 100ms. - Button (PostHog blue): background
#1d4aff→#2754ff. 100ms. - Card (feature): border opacity 0.12 → 0.24 on hover; no transform, no shadow grow. 200ms.
- Tab pill on tabbed panel: background flips between
transparentand#cd8407on active state. 200ms. - Hedgehog mascot: continuous slow idle animation — bounce ±4px translateY at 4s ease-bounce infinite alternate, or wave cycle.
- Link / nav-link: hover background
rgba(35,37,29,0.06). 100ms.
Page Transitions
- Hero: content fades + 8px translateY rise. 320ms ease-entrance.
- Below-fold sections: fade + 6px translateY on scroll-into-viewport. 240ms.
- Dark band sections: cross-fade with 16px translateY entrance. 400ms.
- Tabbed panel content swap: cross-fade 200ms, no translation.
Reduced Motion
@media (prefers-reduced-motion: reduce):
- Hedgehog mascot animations freeze at first frame.
- All transforms collapse to opacity-only.
- Bounce easings replaced with standard.
- Hover state color transitions persist (they aid usability).
9. Accessibility & A11y ✨
Contrast Pairs
- Body text on cream:
#23251don#eeefe9→ 12.4:1. AAA at body sizes. - Button text on mustard:
#23251don#cd8407→ 6.7:1. AAA at body sizes. - Button text on coral:
#23251don#f35454→ 5.2:1. AA at body, AAA at large. - Button text on PostHog blue:
#ffffffon#1d4aff→ 6.4:1. AAA at body. - Muted text on cream:
#4d4f46on#eeefe9→ 7.0:1. AAA at body. - Soft text on cream:
#6e7065on#eeefe9→ 4.8:1. AA at body. - Cream text on dark band:
#eeefe9on#1d1f17→ 13.2:1. AAA. - Faint text:
#a8aaa1on#eeefe9→ 2.4:1 — fails. Reserve for disabled-only.
Focus Indicators
0 0 0 3px rgba(205,132,7,0.30) — soft yellow halo, 3px wide. The yellow ring matches the brand mustard and is recognizable as PostHog’s focus state. Form fields use the same halo. Inputs that take blue-blue actions (e.g., Watch Demo) use 0 0 0 3px rgba(29,74,255,0.30).
ARIA Pattern Recommendations
- Top nav:
<nav aria-label="Primary">with skip-link. - Tabbed panel:
role="tablist"on the tab strip,role="tab"per tab,role="tabpanel"on the body.aria-selected="true"andaria-controlslink tabs to panels. - Pricing toggle (monthly/yearly):
role="group"+aria-pressed. - Modal / dialog:
role="dialog"+aria-modal="true". - Hedgehog mascot:
aria-hidden="true"— purely decorative. - CTA buttons: semantic
<button>/<a>, descriptive labels (“Get Started with PostHog” not “Get Started”).
Keyboard Navigation
- Tab order: nav → primary CTA → secondary CTA → page content → footer.
- Skip-link to
#main-contentfirst focus stop. - Tabbed panels: arrow keys (left/right) navigate tabs.
- Pricing toggle: arrow keys swap monthly/yearly.
- FAQ accordion: Tab to expand, Enter/Space to toggle, Esc to collapse.
Screen Reader Hints
- Hedgehog mascot:
aria-hidden="true". - Code chips: rendered in
<code>so screen readers announce as code. - Install command: announce literally —
"npx @posthog/wizard". - Dark band sections: no announcement; the visual shift is decorative.
Reduced Motion
prefers-reduced-motion: reduce halts mascot animations and transforms. Hover state color transitions persist.
10. Responsive Behavior
Breakpoints
| Breakpoint | Width | Notes |
|---|---|---|
| Mobile | 0–640px | Single column, hero shrinks to ~520px, mascot reduces to 1 illustration |
| Tablet | 640–1024px | Two-column features, tabbed panels stack |
| Desktop | 1024–1280px | Three-column features, full tabbed panel layout |
| Wide | 1280–1536px+ | 1200px container caps |
Touch Targets
- Buttons height ≥42px on all breakpoints — exceeds WCAG 2.5.5 44×44 with surrounding hit area.
- Nav links 44px hit area on mobile.
- Tabbed panel tabs 36–40px tall — pad to 44 with surrounding area.
Collapsing Strategy
- Hero: display-hero shrinks 88 → 60 → 44 → 36. Line-height stays 1.0–1.15.
- Feature grid: 3-col → 2-col → 1-col. Card padding 32 → 28 → 24.
- Tabbed panel: desktop horizontal tabs collapse to vertical accordion at <640px.
- Hedgehog mascot: desktop hero shows 2–3 hedgehog illustrations; mobile shows 1.
- Pricing: 3-col → vertical stack on mobile, “Most Popular” tier first.
Image Behavior
- Hedgehog illustrations: SVG, scale fluidly.
- Product UI screenshots: aspect-ratio container, scale to fit card width, lazy-loaded below fold.
- Customer logos: SVG, low opacity hover restores.
Container Queries
PostHog’s tabbed panels are good candidates for @container queries — switching between horizontal-tab and vertical-accordion layouts based on container width rather than viewport.
11. Content & Voice ✨
Tone
Friendly, technical, anti-corporate. PostHog talks like a fellow developer at a meetup — confident in the technical claims, casual about the marketing, willing to say “we suck at X but here’s what we do well.” The voice trusts the reader is technical and invites them to inspect the open-source code.
Microcopy Patterns
- Headlines: capability + warmth. “How developers build successful products”, “Stop guessing why your users don’t convert”, “Self-host or run on cloud — your choice.”
- Decks: specifics over claims. “PostHog combines product analytics, session replay, feature flags, and experiments — all in one open-source platform.”
- CTA verbs: “Get Started”, “Install with one command”, “Try free”, “Talk to sales”, “Read the docs”. Always actionable + specific.
- Error messages (in-product convention): friendly + recovery. “Looks like your data isn’t flowing yet. Run
npx @posthog/wizardto set up your project.” - Empty states: instructional, often with a code suggestion.
Empty States
In-product: “No events yet. Try installing the PostHog SDK with npx @posthog/wizard.” The pattern is friendly + concrete next step — never just “No data.”
Success Confirmations
- After install: “Welcome! Your first event will appear here once your app is sending data.”
- After signup: “Check your email — we sent you a magic link to sign in.”
- Toast pattern: icon + short message + optional action button.
CTA Verb Conventions
The verbs PostHog uses, ranked:
- Get Started (primary conversion)
- Try Free / Try PostHog Free
- Install with one command
- Read the docs
- Talk to sales (enterprise tier)
- Self-host / Run on cloud (deployment options)
- Sign In (returning users)
What PostHog doesn’t say: “Sign up now” (too aggressive), “Schedule a demo” (PostHog avoids gated demos), “Click here” (never). The brand voice avoids B2B marketing-speak.
12. Dark Mode & Theming ✨
PostHog’s marketing site is light-canvas-first with dark band sections as emphasis. There isn’t a full dark-mode token swap on the marketing surface — the cream #eeefe9 canvas is the brand’s defining ground. The in-product app does support light/dark mode (#1d1f17-class dark canvas with cream-on-dark text), and the dark band sections on marketing preview that aesthetic.
If implementing a full dark variant of the marketing surface, the canonical token swap would be:
colors-dark:
bg: '#1d1f17' # the in-product dark canvas
bg-deep: '#0f1009' # deepest dark
bg-cooler: '#252720' # lifted dark band
surface: '#252720' # card on dark
text: '#eeefe9' # cream text on dark
text-muted: '#a8aaa1'
brand: '#cd8407' # mustard stays — high contrast on both
brand-warm: '#f35454' # coral stays
brand-blue: '#1d4aff' # blue stays
border: 'rgba(255,255,255,0.10)'
border-soft: 'rgba(255,255,255,0.06)'
shadow-card: 'rgba(0,0,0,0.30)'
on-brand: '#23251d' # ink stays near-black on yellowNote: mustard, coral, and PostHog blue all remain unchanged across modes — they’re high-contrast against both cream and dark canvases. The dark mode is a tonal inversion, not a full chromatic swap.
13. Lineage & Influences
PostHog’s design lineage is open-source craft — a tradition that includes Itch.io’s indie game pages, the IBM Plex / Carbon Design System aesthetic, and the GitHub README-as-marketing approach that Supabase, Plain, and other open-source dev-tools have adopted. The design rejects the entire visual vocabulary of closed-source SaaS analytics (Mixpanel, Amplitude, Heap) — those competitors all share white-canvas, blue-accent, chart-forward aesthetics. PostHog goes the opposite direction: cream paper, mustard CTAs, hand-drawn hedgehogs.
The type stack is the brand’s most explicit signal: IBM Plex Sans (Apache 2.0) + Source Code Pro (OFL) is a fully open-source/free pairing. Closed commercial faces (Söhne, Inter Display licensed cuts, custom families) would betray the brand posture. The license is part of the brand.
What PostHog rejects: SaaS gloss (gradients, glass, animated charts), white canvas with blue CTAs, single-brand-color discipline, gated demos as primary CTAs, “Schedule a meeting” funnels. The brand chooses to look hackable, approachable, and willing to lose to closed competitors on polish in exchange for trust.
Influences:
- IBM Plex Sans (Mike Abbink) — open-source IBM type family, Apache licensed (https://www.ibm.com/plex/)
- Source Code Pro (Adobe) — open-source mono cousin (https://github.com/adobe-fonts/source-code-pro)
- Itch.io / indie game pages — cream canvas + handcrafted mascot register (https://itch.io)
- Supabase — adjacent open-source dev-tool with shared aesthetic philosophy (https://supabase.com)
- PostHog handbook / brand guidelines — the mustard + coral + cream palette mirrors the brand’s playful, hacker-friendly product personality (https://posthog.com/handbook)
- GitHub README aesthetic — information-dense, code-forward, paper-canvas register
14. Do’s and Don’ts
Do’s
- Do use a cream/paper canvas (
#eeefe9-class) instead of pure white if you’re targeting the open-source developer audience. The warmth is the differentiator. - Do pair a heavy display weight (800) with a tight tracking (
-0.025em). IBM Plex earns the bold; lighter sans wouldn’t. - Do assign secondary actions a different warm hue (coral
#f35454) rather than a desaturated gray. PostHog uses two warm CTAs in conversation — mustard and coral. - Do use the partial-radius attached panel pattern (
6 6 0 0header +0 0 6 6body). It’s the brand’s signature attached-surface trick. - Do include hand-drawn mascot illustrations. The hedgehog’s the brand’s anti-corporate signal — the page is incomplete without it.
- Do ship install commands as code chips with
npx @posthog/wizard— copy-pastable, mono-rendered, white-on-cream contrast. - Do stick to the open-source type stack (Plex / Source Code Pro). The license is part of the brand.
- Do alternate cream → dark band → cream for section rhythm. The dark band (
#1d1f17) is the primary emphasis device. - Do add a 1px darker-mustard border (
#a36a05) on the primary yellow CTA. The trim is the signature finish. - Do use PostHog blue (
#1d4aff) for tertiary CTAs and product UI — but never as primary on marketing.
Don’ts
- Don’t retreat to white-canvas + blue-accent because the analytics category does. The category’s uniformity is PostHog’s opportunity.
- Don’t add SaaS gloss — gradients, glass morphism, animated charts. Flat cards on cream are the entire elevation language.
- Don’t drop the open-source type stack (Plex / Source Code Pro) for a closed commercial alternative. The license is part of the brand.
- Don’t use Helvetica or Arial as Plex fallback. The system fallback chain is
-apple-system, system-ui— preferred over neutral Helvetica which would dilute Plex’s character. - Don’t lighten the display weight below 700. The 800/700 heavy-display authority is the brand fingerprint.
- Don’t introduce a third saturated warm hue. Mustard + coral is the spectrum; adding pink or orange would muddy.
- Don’t use drop shadows everywhere. PostHog’s chrome is flat; shadows are reserved for pricing cards and modals.
- Don’t schedule-a-demo CTAs as primary. PostHog’s brand explicitly prefers self-serve “Try Free” over gated demos.
- Don’t drop the mascot. The hedgehog is the brand’s anti-corporate signal. Without it, the page tilts toward generic dev-tool.
- Don’t center-align the hero. PostHog’s left-aligned hero is part of the GitHub-README register.
15. Agent Prompt Guide
Quick Color Reference
bg (cream): #eeefe9
bg-deep: #e6e7df
surface (white): #ffffff
surface-dark: #1d1f17
text: #23251d
text-muted: #4d4f46
brand (mustard): #cd8407
brand-warm (coral): #f35454
brand-blue: #1d4aff
border: rgba(35,37,29,0.12)
on-brand: #23251dExample Component Prompts
-
Hero: “Create a left-aligned hero on a
#eeefe9cream canvas with a 60–88px IBM Plex Sans / weight 800 / tracking -0.025em / line-height 1.1 headline reading ‘How developers build successful products’, a 18px Plex 400 deck below in#4d4f46, a primary CTA in#cd8407mustard with#23251dtext at 6px radius /10px 18pxpadding /1px solid #a36a05border, plus a coral secondary#f35454button next to it. Add 1–2 hand-drawn hedgehog illustrations decorating the right column.” -
Feature card: “Design a feature card on cream with
#ffffffbackground,1px solid rgba(35,37,29,0.12)border, 6px radius, 32px padding, no shadow, h4 title in Plex 22/600, body in Plex 16/400#4d4f46, optionalnpx @posthog/wizardinstall chip at bottom.” -
Tabbed attached panel: “Build a tabbed panel with a header at radius
6 6 0 0and a body at0 0 6 6. Header has#ffffffbg,1px solid rgba(35,37,29,0.12)border, 32px padding, three tabs (‘Use cases’ / ‘Industries’ / ‘Roles’) in Plex 15/600. Body has same border styling, 32px padding. The 1px border crosses the seam without breaking — the partial radius signals the attachment.” -
Mustard primary CTA: “Place a primary CTA button as
#cd8407mustard background,#23251dnear-black text, 6px radius,10px 18pxpadding, height 42,1px solid #a36a05darker-mustard border, Plex 15/600 label ‘Get Started’. Hover transitions background to#eb9d2aover 100ms.” -
Dark band emphasis section: “Add a mid-page emphasis section with
#1d1f17dark background,#eeefe9cream text, full-bleed (radius 0), 96px vertical padding. Inside, render h2 in Plex 44/700 cream, body in Plex 16/400#a8aaa1muted-cream. Cards inside use#252720bg with1px solid rgba(255,255,255,0.10)border.” -
Install command chip: “Create a horizontal code chip with
#ffffffbackground,1px solid rgba(35,37,29,0.12)border, 6px radius,8px 14pxpadding. Inside, Source Code Pro 14/400 text readingnpx @posthog/wizard. Add a copy icon on the right that toggles to a check on click.”
Iteration Guide
- Anchor canvas at
#eeefe9cream. Pure white tilts the page toward generic SaaS analytics. The cream undertone is the open-source-craft register. - Set Plex Sans at weight 800 for h1. Lighter weights (600 / 700) lose the open-source-craft character. The heavy display weight is the voice.
- Use mustard
#cd8407for primary CTA. Blue or green CTAs tip the page toward category-default analytics. The yellow is the differentiation. - Add the 1px darker-mustard border (
#a36a05) on primary buttons. The trim is what makes the button feel finished — without it, mustard reads flat. - Use partial radius (
6 6 0 0+0 0 6 6) for tabbed panel attachments. The seamless seam is the signature primitive. - Include hedgehog illustrations. The mascot is the brand’s anti-corporate signal — without it, the cream-and-mustard register feels generic.
- Stick to the OFL/Apache type stack. Plex Sans + Source Code Pro. Closed commercial faces betray the brand posture.
- Alternate cream and dark bands for section rhythm. 1–2 dark bands per page; cream is the dominant ground.
Drop posthog into your project, then ship the actual sections in an afternoon.
1 · install design
npx design-md add posthog 2 · ship landing page
npx agentkit init --design posthog dark mono
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