light · enterprise · sans · cobalt · b2b · corporate · calm · blue · erp
SAP
Enterprise-ERP precision in cobalt — SAP72 sans, signal-blue accents, and a calm white canvas built for trust.
By webdesignhot · www.sap.com
$ npx design-md add sap
Learn more about the CLI → Compare to…
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 PostHog Cream-canvas analytics with mustard-yellow CTAs and IBM Plex — open-source craft, not SaaS gloss. Postmark Postal-yellow #ffde00 + warm-black #1c1d1f + paper-white canvas — the transactional email API designed like a friendly post office sign. Prime Video Amazon-blue streaming canvas with Ember sans and the dense, utility-first marketplace UI vocabulary. PropelAuth White canvas with SF Pro Rounded display 60/900 + deep-navy ink — B2B multi-tenant auth with Apple-tinted polish. 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. 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.
try on →
1440 × 900
mobile · 390 × 844
Tokens design.md/v1.5
- bg
#ffffff - bg-soft
#f5f6f7 - bg-section
#eaecee - bg-feature
#1d2d3e - bg-footer
#1d2d3e - bg-cool
#ebf8ff - surface
#ffffff - surface-soft
#f5f6f7 - surface-elev
#ffffff - brand AA · 4.6
#0070f2 - brand-hover
#0040b0 - brand-active
#002a77 - brand-subtle
#d1efff - brand-soft
#ebf8ff - navy
#1d2d3e - navy-deep
#0a2540 - text AAA · 14.0
#1d2d3e - text-strong
#0a2540 - text-soft
#556270 - text-faint AA·LG · 3.0
#8b95a3 - text-on-dark
#ffffff - text-on-dark-soft
rgba(255,255,255,0.78) - on-brand
#ffffff - border — · 1.4
#d8dee5 - border-soft
#eaecee - border-strong — · 2.2
#a8b1bd - link
#0070f2 - link-hover
#0040b0 - link-visited
#5d36ff - success
#36a41d - success-soft
#e9f8ec - warning
#e76500 - warning-soft
#fff3e0 - danger
#d20a0a - danger-soft
#fde1e1 - info
#0070f2 - info-soft
#ebf8ff - scrim
rgba(29,45,62,0.55) - shadow-card
rgba(29,45,62,0.10) - shadow-elev
rgba(29,45,62,0.18) - shadow-deep
rgba(0,0,0,0.20)
Ship faster than ever.
display-hero "72" 72px w700 -0.02em
Ship faster than ever.
display-large "72" 56px w700 -0.02em
Ship faster than ever.
h1 "72" 44px w700 -0.015em
Built for teams that ship.
h2 "72" 36px w700 -0.01em
A complete kit
h3 "72" 28px w600 -0.005em
The quick brown fox jumps over the lazy dog.
h4 "72" 22px w600 0
The quick brown fox jumps over the lazy dog.
h5 "72" 18px w600 0
The quick brown fox jumps over the lazy dog.
body-large "72" 18px w400 0
The quick brown fox jumps over the lazy dog.
body-md "72" 16px w400 0
The quick brown fox jumps over the lazy dog.
body-strong "72" 16px w600 0
The quick brown fox jumps over the lazy dog.
body-sm "72" 14px w400 0
OUR DESIGN SYSTEM
label "72" 14px w600 0
The quick brown fox jumps over the lazy dog.
button "72" 14px w600 0
npx design-md add linear
code "72 Mono" 14px w400 0
The quick brown fox jumps over the lazy dog.
tabular "72" 14px w500 0
The quick brown fox jumps over the lazy dog.
eyebrow "72" 12px w600 0.08em
OUR DESIGN SYSTEM
caption "72" 12px w400 0
The quick brown fox jumps over the lazy dog.
legal "72" 11px w400 0
- 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 80px
- step-11 96px
- step-12 128px
- step-13 160px
- micro
2px - sm
4px - md
6px - lg
8px - xl
12px - pill
9999px
Text link →
Card preview
A complete kit — everything your product needs.
Hero, pricing, FAQ, dashboard, docs — every layout your product needs.
New
Stable
v1.0
Export
4 formats · paste-ready
Tailwind
theme.extend block for tailwind.config.js
CSS variables
:root { --bg, --text, --brand, … } you can paste anywhere
DTCG JSON
W3C Design Tokens Community Group format
Figma Variables
Importable into Figma → Variables → Import
---
name: SAP
tagline: Enterprise-ERP precision in cobalt — SAP72 sans, signal-blue accents, and a calm white canvas built for trust.
author: webdesignhot
source_url: https://www.sap.com
spec: design.md/v1.5
quality: curated
featured: false
categories: [saas]
tags: [light, enterprise, sans, cobalt, b2b, corporate, calm, blue, erp]
preview_swatch: ['#ffffff', '#0070f2', '#1d2d3e']
related: [salesforce, ibm, microsoft]
description: 'SAP''s web is corporate-cobalt enterprise software dressed in a flagship signal blue (`#0070f2`) and a custom **72** typeface — a system designed to read confident across 50 industries and 25 languages. The canvas is a near-paper white (`#ffffff`) with a deep navy ink (`#1d2d3e`) for text; the brand blue carries every action moment without a hint of accent rotation. Headings run **72 Bold** at tight tracking, body sits at 16/1.5 with friendly counters, and the system reaches for editorial restraint over flash — every card is a 6px hairline-bordered surface, every CTA a 4px-radius rectangle, every shadow whisper-soft. Where Stripe builds trust through blue, SAP doubles down: trust through blue plus a 50-year ERP heritage, plus the spectral confidence of a typeface that exists nowhere else.'
colors:
bg: '#ffffff' # primary page canvas — paper white
bg-soft: '#f5f6f7' # quiet section wash
bg-section: '#eaecee' # alternating section band
bg-feature: '#1d2d3e' # deep-navy feature band — SAP "ink"
bg-footer: '#1d2d3e' # dark navy footer
bg-cool: '#ebf8ff' # pale-blue info surface
surface: '#ffffff' # default card surface
surface-soft: '#f5f6f7' # secondary card surface
surface-elev: '#ffffff' # elevated card on shaded section
brand: '#0070f2' # SAP signal blue — primary CTA, links
brand-hover: '#0040b0' # darker hover state
brand-active: '#002a77' # pressed state
brand-subtle: '#d1efff' # info-blue surface tint
brand-soft: '#ebf8ff' # softest info wash
navy: '#1d2d3e' # SAP corporate navy — text, dark band
navy-deep: '#0a2540' # deepest navy for headings on white
text: '#1d2d3e' # primary text on white
text-strong: '#0a2540' # heading-level deep navy
text-soft: '#556270' # secondary metadata
text-faint: '#8b95a3' # placeholder, caption
text-on-dark: '#ffffff' # primary text on navy
text-on-dark-soft: 'rgba(255,255,255,0.78)' # secondary on navy
on-brand: '#ffffff' # white text on signal blue
border: '#d8dee5' # default hairline border
border-soft: '#eaecee' # lighter table-row separator
border-strong: '#a8b1bd' # form-input emphasized border
link: '#0070f2' # link blue == brand
link-hover: '#0040b0' # darker hover
link-visited: '#5d36ff' # rare visited purple
success: '#36a41d' # SAP green — confirmation
success-soft: '#e9f8ec'
warning: '#e76500' # SAP orange — caution
warning-soft: '#fff3e0'
danger: '#d20a0a' # SAP red — error
danger-soft: '#fde1e1'
info: '#0070f2' # blue, equal to brand
info-soft: '#ebf8ff'
scrim: 'rgba(29,45,62,0.55)' # modal backdrop in navy alpha
shadow-card: 'rgba(29,45,62,0.10)'
shadow-elev: 'rgba(29,45,62,0.18)'
shadow-deep: 'rgba(0,0,0,0.20)'
typography:
display:
family: '"72", "72full", "Noto Sans", "Helvetica Neue", Arial, sans-serif'
weights: [400, 500, 600, 700]
opentype-features: ['ss01: alt zero', 'tnum: tabular numerals on numeric tables']
body:
family: '"72", "72full", "Noto Sans", Arial, sans-serif'
weights: [400, 500, 600]
mono:
family: '"72 Mono", "JetBrains Mono", Menlo, Consolas, monospace'
weights: [400, 500]
scale:
display-hero: { size: 72, weight: 700, lineHeight: 1.05, tracking: '-0.02em', family: display, notes: 'flagship homepage hero' }
display-large: { size: 56, weight: 700, lineHeight: 1.08, tracking: '-0.02em', family: display, notes: 'section opener / industry page' }
h1: { size: 44, weight: 700, lineHeight: 1.14, tracking: '-0.015em', family: display }
h2: { size: 36, weight: 700, lineHeight: 1.18, tracking: '-0.01em', family: display }
h3: { size: 28, weight: 600, lineHeight: 1.25, tracking: '-0.005em', family: display }
h4: { size: 22, weight: 600, lineHeight: 1.3, tracking: '0', family: display }
h5: { size: 18, weight: 600, lineHeight: 1.4, tracking: '0', family: display }
body-large: { size: 18, weight: 400, lineHeight: 1.55, tracking: '0', family: body, notes: 'hero intro paragraph' }
body-md: { size: 16, weight: 400, lineHeight: 1.5, tracking: '0', family: body, notes: 'default body copy' }
body-strong: { size: 16, weight: 600, lineHeight: 1.5, tracking: '0', family: body }
body-sm: { size: 14, weight: 400, lineHeight: 1.45, tracking: '0', family: body, notes: 'metadata, captions' }
label: { size: 14, weight: 600, lineHeight: 1.4, tracking: '0', family: body, notes: 'form labels, table headers' }
eyebrow: { size: 12, weight: 600, lineHeight: 1.3, tracking: '0.08em', family: body, transform: uppercase, notes: 'category eyebrow above headlines' }
button: { size: 14, weight: 600, lineHeight: 1.2, tracking: '0', family: body }
caption: { size: 12, weight: 400, lineHeight: 1.4, tracking: '0', family: body }
legal: { size: 11, weight: 400, lineHeight: 1.45, tracking: '0', family: body }
code: { size: 14, weight: 400, lineHeight: 1.5, tracking: '0', family: mono, notes: 'inline code in docs' }
tabular: { size: 14, weight: 500, lineHeight: 1.4, tracking: '0', family: body, opentype: 'tnum', notes: 'tabular numerals for ERP financial tables' }
radius:
micro: 2 # internal divider chips
sm: 4 # button, input, primary chip
md: 6 # card
lg: 8 # modal, dialog
xl: 12 # hero card / industry tile
pill: 9999 # status pill, language pill
spacing:
base: 4
scale: [4, 8, 12, 16, 20, 24, 32, 40, 48, 64, 80, 96, 128, 160]
layout:
page-width: 1280
prose-width: 760
header-height: 72 # 72 desktop / 56 mobile
sub-nav-height: 48
outer-gutter-mobile: 16
outer-gutter-tablet: 24
outer-gutter-desktop: 40
hero-content-proportion: 0.6
hero-image-proportion: 0.4
components:
button-primary:
bg: '#0070f2'
color: '#ffffff'
border: '1px solid #0070f2'
radius: 4
padding: '10px 20px'
font: button
use: 'Primary CTA — "Try free", "Talk to an expert", "Watch the demo".'
button-primary-dark:
bg: '#ffffff'
color: '#0070f2'
border: '1px solid #ffffff'
radius: 4
padding: '10px 20px'
use: 'Primary CTA on the navy feature band — inverts to white-on-blue text.'
button-secondary:
bg: 'transparent'
color: '#0070f2'
border: '1px solid #0070f2'
radius: 4
padding: '10px 20px'
use: 'Secondary outlined — "Learn more", "Read story".'
button-secondary-dark:
bg: 'transparent'
color: '#ffffff'
border: '1px solid #ffffff'
radius: 4
padding: '10px 20px'
use: 'Outlined CTA on navy feature band, paired with white-filled primary.'
button-tertiary:
bg: 'transparent'
color: '#0070f2'
border: 'none'
padding: '10px 12px'
icon: 'arrow-right after label'
use: 'Inline link-style CTA with chevron — "See how it works ›".'
button-ghost:
bg: 'transparent'
color: '#1d2d3e'
border: '1px solid #d8dee5'
radius: 4
padding: '10px 20px'
use: 'Quiet utility action — secondary on a heavily-CTA page.'
card-content:
bg: '#ffffff'
radius: 6
border: '1px solid #d8dee5'
padding: '24px'
shadow: 'none — hairline-only by default'
hover-shadow: '0 4px 16px rgba(29,45,62,0.10)'
use: 'Default content card — feature card, industry tile, customer story.'
card-feature:
bg: '#f5f6f7'
radius: 12
border: 'none'
padding: '40px'
use: 'Hero feature card on shaded section — larger radius, no border.'
card-stats:
bg: '#ffffff'
radius: 6
border: '1px solid #d8dee5'
padding: '32px 24px'
metric-size: 56
metric-color: '#0070f2'
use: '"€2.1B saved" stat callout — display-72-Bold blue numeral over a 14/600 navy label.'
badge-info:
bg: '#ebf8ff'
color: '#0040b0'
radius: 4
padding: '4px 10px'
font: { size: 12, weight: 600 }
use: '"New", "Generative AI", "Featured" — categorical pill on cards.'
badge-success:
bg: '#e9f8ec'
color: '#256d0e'
radius: 4
padding: '4px 10px'
use: '"Available now", "Live" — confirmation pill.'
input-text:
bg: '#ffffff'
border: '1px solid #d8dee5'
radius: 4
padding: '12px 16px'
focus-border: '2px solid #0070f2'
label-position: 'above input — left-aligned 14/600'
use: 'Default text input — search, contact form.'
input-search:
bg: '#f5f6f7'
border: '1px solid #d8dee5'
radius: 4
padding: '10px 16px 10px 40px'
icon: 'search 16px left-padded'
use: 'Top-bar global search input.'
global-nav:
bg: '#ffffff'
height: 72
border-bottom: '1px solid #eaecee'
sticky: true
items: 'wordmark + Solutions / Industries / Services / Insights + utility (Search/Login/Contact)'
use: 'Fixed top bar — full-width, 1px hairline only, never shadowed at rest.'
mega-menu:
bg: '#ffffff'
radius: '0 0 8px 8px'
shadow: '0 16px 32px rgba(29,45,62,0.10)'
columns: 4
use: 'Solutions hover panel — 4-column grid of category links + featured banner right.'
feature-band:
bg: '#1d2d3e'
color: '#ffffff'
padding: '96px 0'
use: 'Full-width navy strip — split 50/50 with copy left + product visual right.'
footer:
bg: '#1d2d3e'
color: '#ffffff'
padding: '64px 0 32px'
columns: 5
legal-bar: 'separated by 1px white-10% hairline'
use: 'Deep-navy footer with 5-column site index + legal strip.'
motion:
ease-standard: 'cubic-bezier(0.4, 0, 0.2, 1)'
ease-emphasized: 'cubic-bezier(0.2, 0, 0, 1)'
ease-decelerate: 'cubic-bezier(0, 0, 0.2, 1)'
duration-fast: 120
duration-standard: 200
duration-slow: 320
duration-page: 400
hover-lift: 'card hover: shadow rises from none → 0 4px 16px rgba(29,45,62,0.10) over 200ms ease-standard'
cta-press: 'transform: translateY(1px) — subtle press dip on filled buttons'
link-underline: 'underline grows from 0 → 100% width left-to-right over 200ms on hover'
reduced-motion: 'respects prefers-reduced-motion: reduce — transforms degrade to opacity changes; underline-grow disabled; image-fade-in disabled.'
breakpoints:
mobile: 600
tablet: 900
desktop: 1280
wide: 1600
shadows:
none: 'none'
hairline: '0 1px 0 rgba(29,45,62,0.06)'
card-hover: '0 4px 16px rgba(29,45,62,0.10)'
elevated: '0 8px 24px rgba(29,45,62,0.14)'
modal: '0 24px 48px rgba(29,45,62,0.20), 0 4px 8px rgba(0,0,0,0.10)'
ring: '0 0 0 2px #0070f2'
accessibility:
contrast-text-on-bg: 13.2 # navy on white — AAA
contrast-text-on-brand: 4.6 # white on signal blue — AA at body
contrast-text-on-navy: 14.0 # white on deep navy — AAA
contrast-soft-on-bg: 6.8 # text-soft on white — AA
focus-ring: '2px solid #0070f2 with 2px offset on dark surfaces, 0px on light — never just color change'
reduced-motion-honored: true
touch-target-min: 44
keyboard-nav: 'Tab order — skip-link → wordmark → primary nav (Solutions/Industries/Services/Insights) → utility (Search/Login/Contact) → main → footer.'
aria-patterns: 'Mega-menu uses aria-haspopup + aria-expanded; hero carousel uses aria-roledescription="carousel"; pricing tabs use roving tabindex.'
dark-mode: null # SAP marketing site is light-only. Feature bands are dark-by-content (navy panels), not theme-driven. The SAP Build Apps product surface and Fiori 3 design system support theming, but the public marketing site does not ship a dark mode toggle.
---
## 1. Visual Theme & Atmosphere
SAP's web is **enterprise-ERP precision wearing a cobalt suit**. The canvas is a near-paper white (`#ffffff`) with a deep navy ink (`#1d2d3e`) for text; the brand blue — a single confident `#0070f2` "signal blue" — carries every action moment without a hint of accent rotation. There is no rainbow palette here, no gradient hero, no pastel illustration. Just a four-stop chromatic system (white ground, navy ink, blue action, gray scale) repeated across thousands of pages with absolute discipline. SAP is a 50-year-old company that runs the world's payroll, supply chain, and finance back-offices for a third of the global Fortune 500, and the design system reads exactly like that mandate: do not break trust, do not surprise, do not shout.
Typography carries enormous brand weight. SAP commissioned **72** — a custom typeface from Foundry Type — explicitly to render their interfaces across 50 industries and 25 languages, and the marketing site uses the same family the product surface uses. **72 Bold** at tight `-0.02em` tracking carries every hero headline; the counters are slightly squarer than Inter, slightly more open than Helvetica Now, and the lowercase 'a' has a single-story bowl that signals "humanist warmth" inside a system that otherwise reads cool-corporate. Body text sits at a generous 16px/1.5 with friendly weights (400/500/600), tabular numerals (`tnum`) flip on automatically inside ERP financial tables, and the alt-zero stylistic set (`ss01`) is on by default to disambiguate `0` from `O` in product codes. There is no serif companion. There is no decorative script. Just 72, in five weights, doing all the work.
Surfaces breathe through hairline-only restraint. Every card is a 6px-radius white panel with a `1px solid #d8dee5` border and zero default shadow. Hover lifts apply a whisper-soft `0 4px 16px rgba(29,45,62,0.10)` over 200ms. Buttons are 4px-radius rectangles, never pills — a deliberate departure from the soft-pill maximalism of B2C SaaS (Linear, Vercel, Stripe). The only exception: status badges and language pills get the full `9999px` rounding, but those are categorical chips, not actions. The whole system feels like clean ERP interface chrome scaled up to marketing — disciplined, calm, and built to survive a quarterly SAP Sapphire keynote without dating.
The page rhythm alternates **white ground → soft `#f5f6f7` zone → navy `#1d2d3e` feature band → white ground**, with the navy band reserved for a single emphatic moment per page (typically a customer-story testimonial or a multi-product callout). Where Notion oscillates between paper-white and `#191918` for editorial drama, SAP uses navy as a corporate "ground floor" — the band that anchors trust before the page returns to its working state. The visual cadence references corporate-broadsheet print: white pages, navy section dividers, blue links. Nothing flashy, everything calibrated for a CFO to read on a Wednesday morning.
**Key Characteristics:**
- Single confident signal blue (`#0070f2`) for every action — never an accent rotation
- Deep corporate navy (`#1d2d3e`) for text and feature bands — not pure black
- Custom **72** typeface (Foundry Type, commissioned for SAP) across product and marketing
- Tabular numerals (`tnum`) and alt-zero (`ss01`) on by default — ERP-financial discipline
- 4px-radius rectangle buttons — no pills, no soft maximalism
- 6px hairline-bordered card with 0-default shadow, 200ms hover lift
- Navy feature band as the page's emotional anchor — used once per page, never twice
- 5-stop semantic palette (success green / warning orange / danger red / info blue / neutral gray) — colorblind-safe, AA at body sizes
- Mega-menu with 4-column grid + featured banner right — corporate-portal taxonomy depth
- 72px header height with 1px hairline, never shadowed at rest
## 2. Color Palette & Roles
### Primary
- **White** (`#ffffff`): The default page canvas. Pure paper-white, never tinted off-white.
- **Navy Ink** (`#1d2d3e`): Primary text on white, also the dark feature-band ground. Reads as a "deep navy" rather than black — softens the contrast just enough to feel editorial, not aggressive.
- **Signal Blue** (`#0070f2`): The single brand action color. Used on filled CTAs, links, hover-state accents, and stat-callout numerals. Never paired with a competing accent hue.
### Brand & Dark
- **Navy** (`#1d2d3e`): Feature band, footer, dark surface. The brand's secondary "ground" color.
- **Navy Deep** (`#0a2540`): Reserved for headings on white — slightly deeper than text-navy to give H1/H2 typographic weight.
- **Brand Hover** (`#0040b0`): Signal-blue darkened ~30% for hover/active states on filled CTAs and links.
- **Brand Active** (`#002a77`): Pressed state — darker still.
### Accent
There is no second accent color. Status colors (success/warning/danger) are categorical and never used as decorative accents. Gradients are disallowed across the marketing surface.
### Interactive
- **Link** (`#0070f2`): Inline link blue == brand. Underlined on hover, never on rest.
- **Link Hover** (`#0040b0`): Darker blue + underline-grow animation.
- **Link Visited** (`#5d36ff`): Rare visited-state purple — appears only on long-form Insights articles.
- **Disabled** (text `#8b95a3` + bg `#eaecee`): 38% opacity equivalent.
### Neutral Scale
- **Text** (`#1d2d3e`): Primary body — deep navy, never pure black.
- **Text Strong** (`#0a2540`): Heading-grade deep navy.
- **Text Soft** (`#556270`): Secondary metadata, captions, label-secondary.
- **Text Faint** (`#8b95a3`): Placeholder, timestamp, hint text.
- **Border** (`#d8dee5`): Default hairline on inputs, cards, table rows.
- **Border Soft** (`#eaecee`): Lightest table-row separator.
- **Border Strong** (`#a8b1bd`): Form-input emphasized border.
### Surface & Borders
- **Surface** (`#ffffff`): Default card surface.
- **Surface Soft** (`#f5f6f7`): Quiet section wash — a 1-shade darker tint to delineate alternating bands.
- **Section Band** (`#eaecee`): Slightly deeper alternating band for the "two-tone vertical rhythm" used on long industry pages.
- **Hairline Border** (`#d8dee5`): The system's universal 1px line — cards, inputs, table rows, footer dividers.
### Shadow Colors
SAP shadows are navy-tinted, not black. The system uses `rgba(29,45,62, alpha)` for every shadow layer — slightly cooler than pure black, which keeps elevation feeling "cobalt-coherent" with the brand blue.
- **Card Hover** `rgba(29,45,62,0.10)` — 16px Y4 spread
- **Elevated** `rgba(29,45,62,0.14)` — 24px Y8 spread
- **Modal** `rgba(29,45,62,0.20)` + `rgba(0,0,0,0.10)` — two-layer for depth
### Semantic
SAP follows a 5-stop semantic palette with a `colored-text + colored-bg + colored-border` pattern for badges and toasts:
- **Success Green** (`#36a41d`) on `#e9f8ec` — confirmation, "Available now"
- **Warning Orange** (`#e76500`) on `#fff3e0` — caution, "Action required"
- **Danger Red** (`#d20a0a`) on `#fde1e1` — error, "Failed"
- **Info Blue** (`#0070f2`) on `#ebf8ff` — informational, equal to brand
- **Neutral Gray** (`#556270`) on `#f5f6f7` — utility, default state
## 3. Typography Rules
### Font Family
- **Primary**: `"72", "72full", "Noto Sans", "Helvetica Neue", Arial, sans-serif` — SAP's commissioned typeface from Foundry Type, used across product (Fiori 3) and marketing.
- **Mono**: `"72 Mono", "JetBrains Mono", Menlo, Consolas, monospace` — for inline code, API references, and product-code snippets in docs.
- **Open-source substitute**: Inter (similar humanist proportions, free), Source Sans 3 (a closer match in counter shape), or Noto Sans (ships in the SAP fallback chain itself). If substituting, verify tabular numerals (`font-variant-numeric: tabular-nums`) are enabled — SAP's ERP-financial heritage relies on it.
- **OpenType features**: `tnum` (tabular numerals) on by default for ERP financial tables; `ss01` (alt zero with slash) on by default to disambiguate `0` from `O` in product codes; `kern` always on; `liga` on for body, off for tabular contexts.
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|------|------|------|--------|-------------|----------------|-------------|-------|
| display-hero | 72 | 72 | 700 | 1.05 | -0.02em | kern | Flagship homepage hero |
| display-large | 72 | 56 | 700 | 1.08 | -0.02em | kern | Section opener / industry page |
| h1 | 72 | 44 | 700 | 1.14 | -0.015em | kern | Article-level heading |
| h2 | 72 | 36 | 700 | 1.18 | -0.01em | kern | Major section heading |
| h3 | 72 | 28 | 600 | 1.25 | -0.005em | kern | Subsection heading |
| h4 | 72 | 22 | 600 | 1.3 | 0 | kern | Minor heading |
| h5 | 72 | 18 | 600 | 1.4 | 0 | kern | Card title |
| body-large | 72 | 18 | 400 | 1.55 | 0 | kern, liga | Hero intro paragraph |
| body-md | 72 | 16 | 400 | 1.5 | 0 | kern, liga | Default body copy |
| body-strong | 72 | 16 | 600 | 1.5 | 0 | kern, liga | Emphasized body |
| body-sm | 72 | 14 | 400 | 1.45 | 0 | kern, liga | Metadata, captions |
| label | 72 | 14 | 600 | 1.4 | 0 | kern | Form labels, table headers |
| eyebrow | 72 | 12 | 600 | 1.3 | 0.08em | kern, uppercase | Category eyebrow above headlines |
| button | 72 | 14 | 600 | 1.2 | 0 | kern | All CTA labels |
| caption | 72 | 12 | 400 | 1.4 | 0 | kern, liga | Captions, footnotes |
| legal | 72 | 11 | 400 | 1.45 | 0 | kern | Legal fine print, cookie strip |
| code | 72 Mono | 14 | 400 | 1.5 | 0 | none | Inline code in docs |
| tabular | 72 | 14 | 500 | 1.4 | 0 | tnum | Financial tables, pricing rows |
### Principles
- **Tight negative tracking on display sizes** — hero headlines run `-0.02em`, dropping toward `0em` as size drops. The system never tracks looser than `0em` except for uppercase eyebrows (`+0.08em`).
- **Weight carries hierarchy alongside size.** H1 (44/700) and H3 (28/600) differ by both size *and* weight — the system never relies on size alone.
- **Tabular numerals are non-negotiable in financial contexts.** Any pricing row, ERP table, or stat-callout numeral must opt into `font-variant-numeric: tabular-nums`. SAP's ERP heritage demands column-aligned digits.
- **Alt-zero (`ss01`) is on by default.** SAP product codes use both `0` and `O` heavily — slash-zero discipline prevents support tickets.
- **No serif. No script. No decorative typeface.** The system is monolithically 72. Editorial moments use weight + size, never a typeface switch.
- **Body text never goes below 14px** on the marketing surface. Captions and legal use 12px sparingly.
- **Headings on white never go pure black.** Use `#0a2540` (text-strong / navy-deep) — softens the contrast just enough to feel editorial.
## 4. Component Stylings
### Buttons
**`button-primary` — "Try free"**
- Background `#0070f2`, text `#ffffff`, border `1px solid #0070f2`, radius `4`, padding `10px 20px`, font 14/600 (`button` token). Hover: `bg #0040b0` + shadow `0 4px 12px rgba(29,45,62,0.18)`. Active: `translateY(1px)`. Transition: `all 200ms ease-standard`.
**`button-primary-dark` — "Talk to an expert" (on navy band)**
- Background `#ffffff`, text `#0070f2`, border `1px solid #ffffff`. White-on-blue inverse for use over the navy feature band.
**`button-secondary` — "Learn more"**
- Background transparent, text `#0070f2`, border `1px solid #0070f2`. Same radius/padding/active as filled. Hover: `bg #ebf8ff`.
**`button-secondary-dark` — "Read story" (on navy band)**
- Background transparent, text `#ffffff`, border `1px solid #ffffff`. Hover: `bg rgba(255,255,255,0.10)`.
**`button-tertiary` — Inline link CTA**
- Background transparent, text `#0070f2`, no border, padding `10px 12px`. Trailing chevron arrow appears on hover. Pattern: `Read more ›` style.
**`button-ghost` — Quiet utility**
- Background transparent, text `#1d2d3e`, border `1px solid #d8dee5`. Used as a secondary on a button-heavy page where the outlined-blue would be too loud.
### Cards
**`card-content` — Default Content Card**
- Background `#ffffff`, radius `6`, border `1px solid #d8dee5`, padding `24px`. Default shadow: `none` (hairline-only). Hover shadow: `0 4px 16px rgba(29,45,62,0.10)` over 200ms. Used for feature cards, industry tiles, customer story cards.
**`card-feature` — Hero Feature Card**
- Background `#f5f6f7`, radius `12`, border `none`, padding `40px`. Larger radius and shaded surface signal "featured" without using a colored border or shadow.
**`card-stats` — Stat Callout**
- Background `#ffffff`, radius `6`, border `1px solid #d8dee5`, padding `32px 24px`. Metric size `56`, color `#0070f2`, family 72 / weight 700. Below: 14/600 navy label. Three-up grid on industry pages: "€2.1B saved / 35% faster cycle / 99.9% uptime".
### Badges & Pills
**`badge-info` — "New", "Generative AI"**
- Background `#ebf8ff`, color `#0040b0`, radius `4`, padding `4px 10px`, font 12/600. Uppercase letter-spacing `0.04em`.
**`badge-success` — "Available now"**
- Background `#e9f8ec`, color `#256d0e`, radius `4`, padding `4px 10px`.
**`badge-warning` — "Beta"**
- Background `#fff3e0`, color `#a04400`, radius `4`, padding `4px 10px`.
**`pill-language` — "EN", "DE", "JA"**
- Background `#f5f6f7`, color `#1d2d3e`, radius `9999`, padding `4px 12px`. Language-selector pills on top-bar utility.
### Inputs
**`input-text` — Default Text Input**
- Background `#ffffff`, border `1px solid #d8dee5`, radius `4`, padding `12px 16px`. Focus border: `2px solid #0070f2` (no glow ring). Label sits above input, left-aligned, 14/600 navy.
**`input-search` — Top-bar Global Search**
- Background `#f5f6f7`, border `1px solid #d8dee5`, radius `4`, padding `10px 16px 10px 40px`. Search icon 16px, left-padded.
**`select` — Dropdown**
- Same shell as input-text + chevron-down icon right-padded `40px`. On open: chevron rotates 180° over 200ms.
### Navigation
**`global-nav` — Fixed Top Bar**
- Background `#ffffff`, height `72`, border-bottom `1px solid #eaecee`, sticky on scroll. Items: SAP wordmark left, primary nav (Solutions / Industries / Services / Insights) center, utility (Search / Login / Contact) right. Never shadowed at rest — only the 1px hairline.
**`mega-menu` — Solutions Hover Panel**
- Background `#ffffff`, radius `0 0 8px 8px`, shadow `0 16px 32px rgba(29,45,62,0.10)`, 4-column grid of category links + featured banner right. Hover-trigger with 200ms delay; click-trigger on touch devices.
**`sub-nav` — Sticky Section Nav**
- Below global nav on long article/product pages. Height `48`, background `#ffffff`, border-bottom `1px solid #eaecee`. Items: in-page anchors with active-link `2px solid #0070f2` underline.
**`feature-band` — Navy Splash**
- Background `#1d2d3e`, color `#ffffff`, padding `96px 0`. 50/50 split: copy left + product visual right. Used once per page maximum.
**`footer` — Deep Navy Footer**
- Background `#1d2d3e`, color `#ffffff`, padding `64px 0 32px`. 5 columns: Solutions / Industries / Services / Resources / Company. Legal strip below with `1px solid rgba(255,255,255,0.10)` separator.
## 5. Layout Principles
### Spacing System
Base unit: 4px. Scale: `4, 8, 12, 16, 20, 24, 32, 40, 48, 64, 80, 96, 128, 160`. Components use 16/24/32; sections use 64/96/128. The system favors 8px-multiples for component padding (`10px 20px` button is the rare odd one — scaled from a 24px-target padding minus 4px optical).
### Grid & Container
Max page width: `1280px` with `40px` outer gutters on desktop, `24px` on tablet, `16px` on mobile. Hero sections break the container width and use `100vw` backgrounds with `1280px` inner content. Industry-page feature grids run 3-up on desktop, 2-up on tablet, 1-up on mobile.
### Whitespace Philosophy
SAP is **density-tolerant rather than maximalist-airy**. Body line-height sits at `1.5`, paragraphs spaced `16px` apart. Section padding is `96px` top/bottom on desktop — generous but not Stripe-airy. The system trusts the reader to scan dense content (product matrices, industry comparisons) without requiring extreme whitespace.
### Section Cadence
Page rhythm alternates **white ground → soft `#f5f6f7` zone → navy `#1d2d3e` feature band → white ground**. Navy bands appear once per page maximum, reserved for a single emphatic moment (customer testimonial, multi-product callout, conference hero).
## 6. Shapes & Radius Scale
- **Micro 2px** — internal divider chips, inline tag accents
- **Standard 4px** — buttons, inputs, primary chips, badges
- **Card 6px** — content cards, customer-story tiles, table containers
- **Modal 8px** — dialogs, overlays, dropdown panels
- **Featured 12px** — hero feature card, industry tile, stat-grid container
- **Pill 9999px** — language pills, status badges, "New" tags
Compound radii: mega-menu uses `0 0 8px 8px` (top-flat, bottom-rounded) to anchor under the global nav. Sub-nav uses `0` (flat) since it sits flush against the global nav above.
## 7. Depth & Elevation
| Level | Treatment | Use |
|-------|-----------|-----|
| 0 | `box-shadow: none`, hairline `1px solid #d8dee5` only | Default cards, inputs, tables — flat-with-line aesthetic |
| 1 | `0 4px 16px rgba(29,45,62,0.10)` | Card hover, dropdown panel, popover |
| 2 | `0 8px 24px rgba(29,45,62,0.14)` | Elevated card (industry detail tile), tooltip |
| 3 | `0 16px 32px rgba(29,45,62,0.10)` | Mega-menu hover panel — wide spread, low alpha |
| 4 | `0 24px 48px rgba(29,45,62,0.20), 0 4px 8px rgba(0,0,0,0.10)` | Modal dialog, full-screen overlay |
| 5 | scrim `rgba(29,45,62,0.55)` + Level 4 shadow | Scrim-backed modal — navy alpha rather than black |
### Shadow Philosophy
SAP shadows are **navy-tinted, not black**. Every elevation layer uses `rgba(29,45,62, alpha)` for the primary shadow, which keeps depth feeling "cobalt-coherent" with the brand. On modal-tier elevations, a secondary `rgba(0,0,0,0.10)` layer adds neutral grounding under the navy tint. The system never reaches for a single heavy drop shadow — it always layers two or three thin spreads. Cards default to `0` shadow with a hairline border; shadow only appears on hover. This restraint reads as "enterprise-grade" rather than "consumer-app playful".
## 8. Interaction & Motion
### Easing Curves
- `ease-standard: cubic-bezier(0.4, 0, 0.2, 1)` — universal default
- `ease-emphasized: cubic-bezier(0.2, 0, 0, 1)` — entry animations, modal open
- `ease-decelerate: cubic-bezier(0, 0, 0.2, 1)` — outgoing animations, modal close
### Duration Buckets
- `duration-fast: 120ms` — chevron rotations, badge color shifts, focus rings
- `duration-standard: 200ms` — button hovers, card hover lifts, link underlines
- `duration-slow: 320ms` — mega-menu open, image fade-ins
- `duration-page: 400ms` — full-page transitions on Insights articles
### Per-Component Micro-States
- **Button hover**: bg shifts to brand-hover (`#0040b0`) + shadow rises from `none → 0 4px 12px rgba(29,45,62,0.18)` over 200ms. Active: `translateY(1px)` press dip.
- **Card hover**: shadow rises from `none → 0 4px 16px rgba(29,45,62,0.10)` over 200ms. No transform lift — the shadow alone signals interactivity.
- **Link hover**: underline grows from `0 → 100%` width, left-to-right, over 200ms. On focus: 2px outline ring instead of underline.
- **Mega-menu open**: opacity `0 → 1` + translateY `-8px → 0` over 320ms ease-emphasized. 200ms hover-intent delay before opening.
- **Modal open**: scrim fades `0 → 0.55` over 320ms; modal scales `0.96 → 1` + opacity `0 → 1` over 400ms ease-emphasized.
- **Image fade-in**: `opacity 0 → 1` + `filter blur(8px) → blur(0)` over 600ms on intersection-observer trigger.
- **Chevron rotate**: dropdown chevron rotates `0 → 180deg` over 120ms ease-standard.
### Page Transitions
SAP does not use SPA-style page transitions on the marketing surface — every page is a full document load. Insights articles use a subtle `opacity 0 → 1` over 400ms on initial paint to mask the FOUT.
### Reduced Motion Strategy
Respects `prefers-reduced-motion: reduce`:
- All transforms (translateY, scale) degrade to opacity changes
- Underline-grow disabled — links go straight to underlined state
- Image fade-ins disabled — images appear instantly
- Modal scale-in disabled — modal appears at scale-1 with opacity fade only
- Chevron rotation preserved (spatial cue, not decoration)
## 9. Accessibility & A11y
### Contrast Pairs (WCAG)
- Text `#1d2d3e` on bg `#ffffff` — **13.2:1 (AAA at body sizes)**
- Text-strong `#0a2540` on bg `#ffffff` — **15.8:1 (AAA)**
- Text-soft `#556270` on bg `#ffffff` — **6.8:1 (AA at body sizes)**
- White `#ffffff` on signal blue `#0070f2` — **4.6:1 (AA at body sizes)**
- White `#ffffff` on navy `#1d2d3e` — **14.0:1 (AAA)**
- Brand `#0070f2` on bg `#ffffff` — **4.6:1 (AA at large text only)** — acceptable for h1/h2 stat callouts; never used for body links (which underline on hover for additional cue).
### Focus Indicators
Universal: `2px solid #0070f2` ring with `2px` offset. On dark feature bands, the ring switches to `2px solid #ffffff` for visibility against navy. Buttons add a 2px ring + 1px outer offset; inputs use a 2px solid border replacement (no glow).
### ARIA Patterns
- Mega-menu: `aria-haspopup="menu"` + `aria-expanded` toggled on hover/focus
- Hero carousel: `aria-roledescription="carousel"` + slide counter `aria-live="polite"`
- Pricing tabs: roving `tabindex` (one tabbable tab, arrow-key navigation)
- Language switcher: `<select>` with visible `<label>` (no aria-label-only patterns)
### Keyboard Navigation
Tab order: skip-link → wordmark → primary nav (Solutions / Industries / Services / Insights) → utility (Search / Login / Contact / Language) → main content → footer columns → legal strip. Esc closes mega-menu, modal, search overlay. Enter activates buttons and links; Space activates buttons (not links — accessibility convention).
### Screen Reader Hints
- All icons have `aria-label` when standalone, `aria-hidden="true"` when paired with visible text
- Stat-callout numerals use `aria-label="2.1 billion euros saved"` instead of relying on `€2.1B` visual shorthand
- Decorative product visuals use `role="img"` + `aria-label` describing the screenshot, not `alt=""`
### Reduced Motion
Honored via `@media (prefers-reduced-motion: reduce)` — see §8 for full degradation matrix.
## 10. Responsive Behavior
### Breakpoints
| Name | Min Width | Notes |
|------|-----------|-------|
| mobile | 0 | Default mobile-first stack |
| tablet | 600 | 2-column feature grids, 56px header |
| desktop | 900 | 3-column feature grids, mega-menu activates |
| wide | 1280 | Max content width, hero breaks 100vw |
| ultra | 1600 | Larger gutter spacing, no layout change |
### Touch Targets
Minimum 44×44px for all interactive elements. Buttons stretch from 32px-tall (button-sm) to 48px-tall (button-large) — small button sizes add padding to meet touch-target on mobile.
### Collapsing Strategy
- **Global nav**: collapses to hamburger menu below 900px. Solutions / Industries become accordion sections inside the slide-in panel.
- **Sub-nav**: collapses to a horizontal-scroll chip strip below 600px.
- **Mega-menu**: replaced by a tap-expand accordion on touch devices.
- **Feature bands**: 50/50 split collapses to stacked (copy-above-image) below 900px.
- **Stat grid**: 3-up grid → 2-up at 600 → 1-up below.
- **Footer**: 5-column → 2-column → accordion below 600px.
### Image Behavior
- Hero images: `aspect-ratio: 16/9` desktop, `4/3` tablet, `1/1` mobile
- Industry tiles: `aspect-ratio: 4/3`, `object-fit: cover`
- All images load with native `loading="lazy"` (except hero); `srcset` for `1x / 2x / 3x`
- Image fade-in via intersection observer with `margin-bottom: 100px` preroll
### Container Queries
Used on the **stat-callout** card to switch numeral size from `56` → `40` when the card narrower than 320px (e.g., when nested inside a 4-column instead of 3-column grid).
## 11. Content & Voice
### Tone
SAP's voice is **corporate-confident-warm** — formal enough to convince a CFO, plain enough that a procurement manager understands the value prop without translation. The brand explicitly avoids "salesy" verbs and tech jargon; their internal style guide names "clarity over cleverness" as the primary rule.
### Microcopy Patterns
**Button verbs:**
- Primary CTAs use action verbs: "Try free", "Talk to an expert", "Watch the demo", "Get started", "Read the story"
- Secondary CTAs use exploration verbs: "Learn more", "See how it works", "View pricing", "Explore solutions"
- Tertiary CTAs use guidance verbs: "Read more ›", "Find your industry ›", "Compare plans ›"
**Error message recipe:** `[What went wrong] + [Why] + [What to do]` — e.g., "We couldn't process your form. Please check your email address and try again. If the problem continues, contact support."
**Success confirmation:** Quiet and definitive — "Your message has been sent. We'll respond within 1 business day." No exclamation points.
### Empty States
SAP empty states are **informational, not whimsical**. A search-no-results says "No solutions match 'xyz'. Try broader keywords or browse by industry." — never "Hmm, nothing here!" or illustrated mascot emptiness.
### CTA Verb Conventions
- "Try free" — for products with a freemium tier (SAP Build, SAP Sales Cloud)
- "Talk to an expert" — for enterprise-sales products (S/4HANA, Concur)
- "Watch the demo" — for product walkthroughs
- "Read the story" — for customer case studies
- "Explore solutions" — for category/index pages
- "Get started" — used sparingly; reserved for self-serve products
### Voice Anchors
- Use second person ("you can"). Avoid first-person plural ("we'll show you").
- Lead with the customer outcome, not the product feature. ("Reduce close cycle time by 35%" not "S/4HANA Cloud Financial Close")
- Avoid superlatives ("the best", "world-class"). Lead with specific numbers.
- Industry-specific pages use the customer's vocabulary, not SAP's. (e.g., the Retail page says "merchandise planning", not "SAP CAR".)
## 12. Dark Mode & Theming
**Light-only — no dark variant offered on the marketing site.**
Feature bands are dark-by-content (navy `#1d2d3e` panels), not theme-driven — they appear in light mode just as they do in any (hypothetical) dark mode. The SAP product surface (Fiori 3 design system) supports `sap_horizon` (light), `sap_horizon_dark` (dark), and `sap_horizon_hcb` (high contrast black) themes, but the public marketing site explicitly does not ship a dark mode toggle.
Reasoning: SAP's marketing audience includes 50+ industries and 25+ languages, and the brand prioritizes a single canonical visual identity across all touchpoints. A dark mode would fragment the brand surface; the navy feature band already carries the "dark moment" emotional anchor that dark-mode users typically seek.
## 13. Lineage & Influences
SAP's design language inherits from the **enterprise-software broadsheet tradition** — IBM, Oracle, Microsoft Office's pre-Fluent era — calibrated for trust over delight. The single confident signal blue echoes the chromatic discipline of Stripe and pre-2018 IBM, but SAP holds it tighter: never a gradient, never a hue rotation, never a brand-blue stop-trio. Where Stripe builds trust through chromatic confidence + editorial restraint, SAP doubles down on restraint and adds heritage: a 50-year-old company running 77% of global transaction revenue, dressed in the same color it shipped on its first product brochures.
The custom **72** typeface is the system's signature move. Commissioned from Foundry Type explicitly for SAP's interface needs, 72 has visible humanist warmth (single-story 'a', open counters) inside an otherwise rigorously corporate framework — it humanizes a system that could read as cold-spreadsheet. The naming references SAP's founding year (1972) and the customary 72-pixel hero size used across enterprise UIs of that era.
What SAP rejects: pastel accents (the system has no pinks, no soft purples), gradients (brand blue is solid `#0070f2` everywhere), pill buttons (4px-radius rectangles only), brand-as-illustration (the system uses photography and diagrams, never mascot illustrations). The Fiori 3 product surface allows decorative chart colors and accent palettes inside applications, but the marketing surface is ruthlessly mono-blue.
**Named influences:**
- **Stripe** — single-blue chromatic discipline + editorial restraint, scaled to enterprise
- **IBM Carbon** — corporate-broadsheet typography hierarchy, sub-nav anchor pattern
- **Microsoft Fluent (pre-2024)** — neutral-warm canvas with cobalt action color
- **Oracle Redwood** — hairline-bordered card discipline, deep-navy feature band
## 14. Do's and Don'ts
**Do**
- Keep the action palette to a single confident signal blue (`#0070f2`) — secondary actions use `#ebf8ff` soft surfaces, never a different hue.
- Use deep navy (`#1d2d3e`) for text and feature bands; pure black reads as harsh on this canvas.
- Lock buttons to 4px-radius rectangles; pill buttons are reserved for status badges and language selectors.
- Lead with tabular numerals (`tnum`) in any pricing or financial context — SAP's ERP heritage demands column alignment.
- Reach for navy feature bands as a "single emphatic moment" per page; never two on the same page.
- Use 72 (or Inter as substitute) at all sizes; never introduce a serif or script for editorial flourish.
- Apply hover-only shadows to cards — default state is hairline-only.
- Use editorial weight + size shifts to carry hierarchy, not color rotations.
- Tint shadows with navy alpha (`rgba(29,45,62, x)`) rather than pure black for cobalt-coherent depth.
- Honor `prefers-reduced-motion` — degrade transforms to opacity, disable underline-grow.
**Don't**
- Don't introduce a second accent color (orange, purple, teal) — the system is monolithically blue.
- Don't use gradients — every brand surface is a solid color or photographic image.
- Don't shadow the global nav at rest; only the 1px hairline border anchors it.
- Don't pill-shape primary CTAs — that signals B2C SaaS; SAP is enterprise.
- Don't use pure-black text — always navy `#1d2d3e` for body, `#0a2540` for headings.
- Don't rotate brand blue per industry — every industry page uses the same `#0070f2`.
- Don't introduce illustrated mascots or pastel gradient heroes — the brand surface is photography + diagrams only.
- Don't use exclamation points in marketing copy — the voice is corporate-confident, not enthusiastic.
- Don't rely on color alone for state (success/warning/danger) — always pair with an icon.
- Don't apply heavy drop shadows to cards — depth here is hairline + whisper-soft hover.
- Don't break the 1280px page-width constraint outside hero `100vw` background panels.
- Don't use button-medium below 14px font size — it fails minimum touch-target legibility.
## 15. Agent Prompt Guide
### Quick Color Reference
```
bg: #ffffff
text: #1d2d3e
text-strong: #0a2540
brand: #0070f2
brand-hover: #0040b0
navy-band: #1d2d3e
surface-soft: #f5f6f7
border: #d8dee5
success: #36a41d
danger: #d20a0a
```
### Example Component Prompts
1. *"Create a hero section in the SAP design system: white canvas, 72-Bold display headline at 72px with -0.02em tracking and navy `#1d2d3e` color, body intro at 18/1.55, and a primary CTA "Try free" filled in `#0070f2` with a secondary outlined "Watch the demo" beside it. Use the 72 typeface (or Inter as substitute), 4px button radius, and 96px section padding."*
2. *"Design an enterprise-stat card in the SAP style: white card, 6px radius, 1px hairline border `#d8dee5`, 24px padding. Display a metric ("€2.1B saved") at 56px in 72 Bold signal blue `#0070f2` with a 14/600 navy label below. Three-up grid on desktop, hover lift to shadow `0 4px 16px rgba(29,45,62,0.10)` over 200ms."*
3. *"Build a navy feature band in SAP style: full-width `#1d2d3e` background, 96px vertical padding, 50/50 split with white headline (44/700) + body copy on the left and a product screenshot on the right. Include a primary CTA in white `#ffffff` filled with `#0070f2` text, plus an outlined-white secondary."*
4. *"Render a 5-column footer in SAP style: deep navy `#1d2d3e` background, white text, 64px top padding, 32px bottom padding. Columns: Solutions / Industries / Services / Resources / Company. Add a legal strip below separated by a 1px `rgba(255,255,255,0.10)` hairline."*
5. *"Create a mega-menu hover panel in SAP style: white background, `0 0 8px 8px` bottom-rounded radius, shadow `0 16px 32px rgba(29,45,62,0.10)`, 4-column grid of category links plus a featured banner on the right. Open animation: opacity 0→1 + translateY -8px→0 over 320ms ease-emphasized."*
6. *"Design an SAP-style customer story card: 6px radius, 1px hairline border, 24px padding, white background. Top: company logo + "Customer Story" eyebrow in 12/600 uppercase with 0.08em tracking. Middle: pull-quote in 22/600 navy text. Bottom: link CTA "Read the story ›" in signal-blue."*
### Iteration Guide
1. **Start with the chromatic discipline.** If your design uses more than three colors (white + navy + signal blue + neutral grays), it's already off-brand. Strip to those four and add only when semantic state demands it.
2. **Switch to 72 first, refine tracking second.** The typeface alone gets you 60% of the way. Then add `-0.02em` tracking on display sizes and turn on `font-variant-numeric: tabular-nums` for any numerical contexts.
3. **Replace gradients with solid colors.** Any gradient signals "consumer SaaS"; SAP is enterprise. Use a solid `#0070f2` brand block or a navy `#1d2d3e` feature band instead.
4. **Reduce button radius from 8px to 4px.** Pill buttons (50px+ radius) are the strongest "off-brand" signal. SAP buttons are crisp 4px rectangles.
5. **Replace black with navy.** Every `#000000` in your design should become `#1d2d3e` (text) or `#0a2540` (headings). The shift is subtle but recognizable.
6. **Tone down shadows.** Default cards should be hairline-only (`1px solid #d8dee5`, no shadow). Add hover-only shadow at `0 4px 16px rgba(29,45,62,0.10)`. Tint navy, not black.
7. **Use one navy feature band per page.** If you have multiple dark sections, you're echoing Linear or Vercel — not SAP. Reserve the navy band as a single emphatic moment.
8. **Lead with the customer outcome in copy.** Replace "Powered by SAP S/4HANA" with "Reduce close-cycle time by 35%". Lead with specific, quantified results.
1. Visual Theme & Atmosphere
SAP’s web is enterprise-ERP precision wearing a cobalt suit. The canvas is a near-paper white (#ffffff) with a deep navy ink (#1d2d3e) for text; the brand blue — a single confident #0070f2 “signal blue” — carries every action moment without a hint of accent rotation. There is no rainbow palette here, no gradient hero, no pastel illustration. Just a four-stop chromatic system (white ground, navy ink, blue action, gray scale) repeated across thousands of pages with absolute discipline. SAP is a 50-year-old company that runs the world’s payroll, supply chain, and finance back-offices for a third of the global Fortune 500, and the design system reads exactly like that mandate: do not break trust, do not surprise, do not shout.
Typography carries enormous brand weight. SAP commissioned 72 — a custom typeface from Foundry Type — explicitly to render their interfaces across 50 industries and 25 languages, and the marketing site uses the same family the product surface uses. 72 Bold at tight -0.02em tracking carries every hero headline; the counters are slightly squarer than Inter, slightly more open than Helvetica Now, and the lowercase ‘a’ has a single-story bowl that signals “humanist warmth” inside a system that otherwise reads cool-corporate. Body text sits at a generous 16px/1.5 with friendly weights (400/500/600), tabular numerals (tnum) flip on automatically inside ERP financial tables, and the alt-zero stylistic set (ss01) is on by default to disambiguate 0 from O in product codes. There is no serif companion. There is no decorative script. Just 72, in five weights, doing all the work.
Surfaces breathe through hairline-only restraint. Every card is a 6px-radius white panel with a 1px solid #d8dee5 border and zero default shadow. Hover lifts apply a whisper-soft 0 4px 16px rgba(29,45,62,0.10) over 200ms. Buttons are 4px-radius rectangles, never pills — a deliberate departure from the soft-pill maximalism of B2C SaaS (Linear, Vercel, Stripe). The only exception: status badges and language pills get the full 9999px rounding, but those are categorical chips, not actions. The whole system feels like clean ERP interface chrome scaled up to marketing — disciplined, calm, and built to survive a quarterly SAP Sapphire keynote without dating.
The page rhythm alternates white ground → soft #f5f6f7 zone → navy #1d2d3e feature band → white ground, with the navy band reserved for a single emphatic moment per page (typically a customer-story testimonial or a multi-product callout). Where Notion oscillates between paper-white and #191918 for editorial drama, SAP uses navy as a corporate “ground floor” — the band that anchors trust before the page returns to its working state. The visual cadence references corporate-broadsheet print: white pages, navy section dividers, blue links. Nothing flashy, everything calibrated for a CFO to read on a Wednesday morning.
Key Characteristics:
- Single confident signal blue (
#0070f2) for every action — never an accent rotation - Deep corporate navy (
#1d2d3e) for text and feature bands — not pure black - Custom 72 typeface (Foundry Type, commissioned for SAP) across product and marketing
- Tabular numerals (
tnum) and alt-zero (ss01) on by default — ERP-financial discipline - 4px-radius rectangle buttons — no pills, no soft maximalism
- 6px hairline-bordered card with 0-default shadow, 200ms hover lift
- Navy feature band as the page’s emotional anchor — used once per page, never twice
- 5-stop semantic palette (success green / warning orange / danger red / info blue / neutral gray) — colorblind-safe, AA at body sizes
- Mega-menu with 4-column grid + featured banner right — corporate-portal taxonomy depth
- 72px header height with 1px hairline, never shadowed at rest
2. Color Palette & Roles
Primary
- White (
#ffffff): The default page canvas. Pure paper-white, never tinted off-white. - Navy Ink (
#1d2d3e): Primary text on white, also the dark feature-band ground. Reads as a “deep navy” rather than black — softens the contrast just enough to feel editorial, not aggressive. - Signal Blue (
#0070f2): The single brand action color. Used on filled CTAs, links, hover-state accents, and stat-callout numerals. Never paired with a competing accent hue.
Brand & Dark
- Navy (
#1d2d3e): Feature band, footer, dark surface. The brand’s secondary “ground” color. - Navy Deep (
#0a2540): Reserved for headings on white — slightly deeper than text-navy to give H1/H2 typographic weight. - Brand Hover (
#0040b0): Signal-blue darkened ~30% for hover/active states on filled CTAs and links. - Brand Active (
#002a77): Pressed state — darker still.
Accent
There is no second accent color. Status colors (success/warning/danger) are categorical and never used as decorative accents. Gradients are disallowed across the marketing surface.
Interactive
- Link (
#0070f2): Inline link blue == brand. Underlined on hover, never on rest. - Link Hover (
#0040b0): Darker blue + underline-grow animation. - Link Visited (
#5d36ff): Rare visited-state purple — appears only on long-form Insights articles. - Disabled (text
#8b95a3+ bg#eaecee): 38% opacity equivalent.
Neutral Scale
- Text (
#1d2d3e): Primary body — deep navy, never pure black. - Text Strong (
#0a2540): Heading-grade deep navy. - Text Soft (
#556270): Secondary metadata, captions, label-secondary. - Text Faint (
#8b95a3): Placeholder, timestamp, hint text. - Border (
#d8dee5): Default hairline on inputs, cards, table rows. - Border Soft (
#eaecee): Lightest table-row separator. - Border Strong (
#a8b1bd): Form-input emphasized border.
Surface & Borders
- Surface (
#ffffff): Default card surface. - Surface Soft (
#f5f6f7): Quiet section wash — a 1-shade darker tint to delineate alternating bands. - Section Band (
#eaecee): Slightly deeper alternating band for the “two-tone vertical rhythm” used on long industry pages. - Hairline Border (
#d8dee5): The system’s universal 1px line — cards, inputs, table rows, footer dividers.
Shadow Colors
SAP shadows are navy-tinted, not black. The system uses rgba(29,45,62, alpha) for every shadow layer — slightly cooler than pure black, which keeps elevation feeling “cobalt-coherent” with the brand blue.
- Card Hover
rgba(29,45,62,0.10)— 16px Y4 spread - Elevated
rgba(29,45,62,0.14)— 24px Y8 spread - Modal
rgba(29,45,62,0.20)+rgba(0,0,0,0.10)— two-layer for depth
Semantic
SAP follows a 5-stop semantic palette with a colored-text + colored-bg + colored-border pattern for badges and toasts:
- Success Green (
#36a41d) on#e9f8ec— confirmation, “Available now” - Warning Orange (
#e76500) on#fff3e0— caution, “Action required” - Danger Red (
#d20a0a) on#fde1e1— error, “Failed” - Info Blue (
#0070f2) on#ebf8ff— informational, equal to brand - Neutral Gray (
#556270) on#f5f6f7— utility, default state
3. Typography Rules
Font Family
- Primary:
"72", "72full", "Noto Sans", "Helvetica Neue", Arial, sans-serif— SAP’s commissioned typeface from Foundry Type, used across product (Fiori 3) and marketing. - Mono:
"72 Mono", "JetBrains Mono", Menlo, Consolas, monospace— for inline code, API references, and product-code snippets in docs. - Open-source substitute: Inter (similar humanist proportions, free), Source Sans 3 (a closer match in counter shape), or Noto Sans (ships in the SAP fallback chain itself). If substituting, verify tabular numerals (
font-variant-numeric: tabular-nums) are enabled — SAP’s ERP-financial heritage relies on it. - OpenType features:
tnum(tabular numerals) on by default for ERP financial tables;ss01(alt zero with slash) on by default to disambiguate0fromOin product codes;kernalways on;ligaon for body, off for tabular contexts.
Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|---|---|---|---|---|---|---|---|
| display-hero | 72 | 72 | 700 | 1.05 | -0.02em | kern | Flagship homepage hero |
| display-large | 72 | 56 | 700 | 1.08 | -0.02em | kern | Section opener / industry page |
| h1 | 72 | 44 | 700 | 1.14 | -0.015em | kern | Article-level heading |
| h2 | 72 | 36 | 700 | 1.18 | -0.01em | kern | Major section heading |
| h3 | 72 | 28 | 600 | 1.25 | -0.005em | kern | Subsection heading |
| h4 | 72 | 22 | 600 | 1.3 | 0 | kern | Minor heading |
| h5 | 72 | 18 | 600 | 1.4 | 0 | kern | Card title |
| body-large | 72 | 18 | 400 | 1.55 | 0 | kern, liga | Hero intro paragraph |
| body-md | 72 | 16 | 400 | 1.5 | 0 | kern, liga | Default body copy |
| body-strong | 72 | 16 | 600 | 1.5 | 0 | kern, liga | Emphasized body |
| body-sm | 72 | 14 | 400 | 1.45 | 0 | kern, liga | Metadata, captions |
| label | 72 | 14 | 600 | 1.4 | 0 | kern | Form labels, table headers |
| eyebrow | 72 | 12 | 600 | 1.3 | 0.08em | kern, uppercase | Category eyebrow above headlines |
| button | 72 | 14 | 600 | 1.2 | 0 | kern | All CTA labels |
| caption | 72 | 12 | 400 | 1.4 | 0 | kern, liga | Captions, footnotes |
| legal | 72 | 11 | 400 | 1.45 | 0 | kern | Legal fine print, cookie strip |
| code | 72 Mono | 14 | 400 | 1.5 | 0 | none | Inline code in docs |
| tabular | 72 | 14 | 500 | 1.4 | 0 | tnum | Financial tables, pricing rows |
Principles
- Tight negative tracking on display sizes — hero headlines run
-0.02em, dropping toward0emas size drops. The system never tracks looser than0emexcept for uppercase eyebrows (+0.08em). - Weight carries hierarchy alongside size. H1 (44/700) and H3 (28/600) differ by both size and weight — the system never relies on size alone.
- Tabular numerals are non-negotiable in financial contexts. Any pricing row, ERP table, or stat-callout numeral must opt into
font-variant-numeric: tabular-nums. SAP’s ERP heritage demands column-aligned digits. - Alt-zero (
ss01) is on by default. SAP product codes use both0andOheavily — slash-zero discipline prevents support tickets. - No serif. No script. No decorative typeface. The system is monolithically 72. Editorial moments use weight + size, never a typeface switch.
- Body text never goes below 14px on the marketing surface. Captions and legal use 12px sparingly.
- Headings on white never go pure black. Use
#0a2540(text-strong / navy-deep) — softens the contrast just enough to feel editorial.
4. Component Stylings
Buttons
button-primary — “Try free”
- Background
#0070f2, text#ffffff, border1px solid #0070f2, radius4, padding10px 20px, font 14/600 (buttontoken). Hover:bg #0040b0+ shadow0 4px 12px rgba(29,45,62,0.18). Active:translateY(1px). Transition:all 200ms ease-standard.
button-primary-dark — “Talk to an expert” (on navy band)
- Background
#ffffff, text#0070f2, border1px solid #ffffff. White-on-blue inverse for use over the navy feature band.
button-secondary — “Learn more”
- Background transparent, text
#0070f2, border1px solid #0070f2. Same radius/padding/active as filled. Hover:bg #ebf8ff.
button-secondary-dark — “Read story” (on navy band)
- Background transparent, text
#ffffff, border1px solid #ffffff. Hover:bg rgba(255,255,255,0.10).
button-tertiary — Inline link CTA
- Background transparent, text
#0070f2, no border, padding10px 12px. Trailing chevron arrow appears on hover. Pattern:Read more ›style.
button-ghost — Quiet utility
- Background transparent, text
#1d2d3e, border1px solid #d8dee5. Used as a secondary on a button-heavy page where the outlined-blue would be too loud.
Cards
card-content — Default Content Card
- Background
#ffffff, radius6, border1px solid #d8dee5, padding24px. Default shadow:none(hairline-only). Hover shadow:0 4px 16px rgba(29,45,62,0.10)over 200ms. Used for feature cards, industry tiles, customer story cards.
card-feature — Hero Feature Card
- Background
#f5f6f7, radius12, bordernone, padding40px. Larger radius and shaded surface signal “featured” without using a colored border or shadow.
card-stats — Stat Callout
- Background
#ffffff, radius6, border1px solid #d8dee5, padding32px 24px. Metric size56, color#0070f2, family 72 / weight 700. Below: 14/600 navy label. Three-up grid on industry pages: “€2.1B saved / 35% faster cycle / 99.9% uptime”.
Badges & Pills
badge-info — “New”, “Generative AI”
- Background
#ebf8ff, color#0040b0, radius4, padding4px 10px, font 12/600. Uppercase letter-spacing0.04em.
badge-success — “Available now”
- Background
#e9f8ec, color#256d0e, radius4, padding4px 10px.
badge-warning — “Beta”
- Background
#fff3e0, color#a04400, radius4, padding4px 10px.
pill-language — “EN”, “DE”, “JA”
- Background
#f5f6f7, color#1d2d3e, radius9999, padding4px 12px. Language-selector pills on top-bar utility.
Inputs
input-text — Default Text Input
- Background
#ffffff, border1px solid #d8dee5, radius4, padding12px 16px. Focus border:2px solid #0070f2(no glow ring). Label sits above input, left-aligned, 14/600 navy.
input-search — Top-bar Global Search
- Background
#f5f6f7, border1px solid #d8dee5, radius4, padding10px 16px 10px 40px. Search icon 16px, left-padded.
select — Dropdown
- Same shell as input-text + chevron-down icon right-padded
40px. On open: chevron rotates 180° over 200ms.
Navigation
global-nav — Fixed Top Bar
- Background
#ffffff, height72, border-bottom1px solid #eaecee, sticky on scroll. Items: SAP wordmark left, primary nav (Solutions / Industries / Services / Insights) center, utility (Search / Login / Contact) right. Never shadowed at rest — only the 1px hairline.
mega-menu — Solutions Hover Panel
- Background
#ffffff, radius0 0 8px 8px, shadow0 16px 32px rgba(29,45,62,0.10), 4-column grid of category links + featured banner right. Hover-trigger with 200ms delay; click-trigger on touch devices.
sub-nav — Sticky Section Nav
- Below global nav on long article/product pages. Height
48, background#ffffff, border-bottom1px solid #eaecee. Items: in-page anchors with active-link2px solid #0070f2underline.
feature-band — Navy Splash
- Background
#1d2d3e, color#ffffff, padding96px 0. 50/50 split: copy left + product visual right. Used once per page maximum.
footer — Deep Navy Footer
- Background
#1d2d3e, color#ffffff, padding64px 0 32px. 5 columns: Solutions / Industries / Services / Resources / Company. Legal strip below with1px solid rgba(255,255,255,0.10)separator.
5. Layout Principles
Spacing System
Base unit: 4px. Scale: 4, 8, 12, 16, 20, 24, 32, 40, 48, 64, 80, 96, 128, 160. Components use 16/24/32; sections use 64/96/128. The system favors 8px-multiples for component padding (10px 20px button is the rare odd one — scaled from a 24px-target padding minus 4px optical).
Grid & Container
Max page width: 1280px with 40px outer gutters on desktop, 24px on tablet, 16px on mobile. Hero sections break the container width and use 100vw backgrounds with 1280px inner content. Industry-page feature grids run 3-up on desktop, 2-up on tablet, 1-up on mobile.
Whitespace Philosophy
SAP is density-tolerant rather than maximalist-airy. Body line-height sits at 1.5, paragraphs spaced 16px apart. Section padding is 96px top/bottom on desktop — generous but not Stripe-airy. The system trusts the reader to scan dense content (product matrices, industry comparisons) without requiring extreme whitespace.
Section Cadence
Page rhythm alternates white ground → soft #f5f6f7 zone → navy #1d2d3e feature band → white ground. Navy bands appear once per page maximum, reserved for a single emphatic moment (customer testimonial, multi-product callout, conference hero).
6. Shapes & Radius Scale
- Micro 2px — internal divider chips, inline tag accents
- Standard 4px — buttons, inputs, primary chips, badges
- Card 6px — content cards, customer-story tiles, table containers
- Modal 8px — dialogs, overlays, dropdown panels
- Featured 12px — hero feature card, industry tile, stat-grid container
- Pill 9999px — language pills, status badges, “New” tags
Compound radii: mega-menu uses 0 0 8px 8px (top-flat, bottom-rounded) to anchor under the global nav. Sub-nav uses 0 (flat) since it sits flush against the global nav above.
7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 | box-shadow: none, hairline 1px solid #d8dee5 only | Default cards, inputs, tables — flat-with-line aesthetic |
| 1 | 0 4px 16px rgba(29,45,62,0.10) | Card hover, dropdown panel, popover |
| 2 | 0 8px 24px rgba(29,45,62,0.14) | Elevated card (industry detail tile), tooltip |
| 3 | 0 16px 32px rgba(29,45,62,0.10) | Mega-menu hover panel — wide spread, low alpha |
| 4 | 0 24px 48px rgba(29,45,62,0.20), 0 4px 8px rgba(0,0,0,0.10) | Modal dialog, full-screen overlay |
| 5 | scrim rgba(29,45,62,0.55) + Level 4 shadow | Scrim-backed modal — navy alpha rather than black |
Shadow Philosophy
SAP shadows are navy-tinted, not black. Every elevation layer uses rgba(29,45,62, alpha) for the primary shadow, which keeps depth feeling “cobalt-coherent” with the brand. On modal-tier elevations, a secondary rgba(0,0,0,0.10) layer adds neutral grounding under the navy tint. The system never reaches for a single heavy drop shadow — it always layers two or three thin spreads. Cards default to 0 shadow with a hairline border; shadow only appears on hover. This restraint reads as “enterprise-grade” rather than “consumer-app playful”.
8. Interaction & Motion
Easing Curves
ease-standard: cubic-bezier(0.4, 0, 0.2, 1)— universal defaultease-emphasized: cubic-bezier(0.2, 0, 0, 1)— entry animations, modal openease-decelerate: cubic-bezier(0, 0, 0.2, 1)— outgoing animations, modal close
Duration Buckets
duration-fast: 120ms— chevron rotations, badge color shifts, focus ringsduration-standard: 200ms— button hovers, card hover lifts, link underlinesduration-slow: 320ms— mega-menu open, image fade-insduration-page: 400ms— full-page transitions on Insights articles
Per-Component Micro-States
- Button hover: bg shifts to brand-hover (
#0040b0) + shadow rises fromnone → 0 4px 12px rgba(29,45,62,0.18)over 200ms. Active:translateY(1px)press dip. - Card hover: shadow rises from
none → 0 4px 16px rgba(29,45,62,0.10)over 200ms. No transform lift — the shadow alone signals interactivity. - Link hover: underline grows from
0 → 100%width, left-to-right, over 200ms. On focus: 2px outline ring instead of underline. - Mega-menu open: opacity
0 → 1+ translateY-8px → 0over 320ms ease-emphasized. 200ms hover-intent delay before opening. - Modal open: scrim fades
0 → 0.55over 320ms; modal scales0.96 → 1+ opacity0 → 1over 400ms ease-emphasized. - Image fade-in:
opacity 0 → 1+filter blur(8px) → blur(0)over 600ms on intersection-observer trigger. - Chevron rotate: dropdown chevron rotates
0 → 180degover 120ms ease-standard.
Page Transitions
SAP does not use SPA-style page transitions on the marketing surface — every page is a full document load. Insights articles use a subtle opacity 0 → 1 over 400ms on initial paint to mask the FOUT.
Reduced Motion Strategy
Respects prefers-reduced-motion: reduce:
- All transforms (translateY, scale) degrade to opacity changes
- Underline-grow disabled — links go straight to underlined state
- Image fade-ins disabled — images appear instantly
- Modal scale-in disabled — modal appears at scale-1 with opacity fade only
- Chevron rotation preserved (spatial cue, not decoration)
9. Accessibility & A11y
Contrast Pairs (WCAG)
- Text
#1d2d3eon bg#ffffff— 13.2:1 (AAA at body sizes) - Text-strong
#0a2540on bg#ffffff— 15.8:1 (AAA) - Text-soft
#556270on bg#ffffff— 6.8:1 (AA at body sizes) - White
#ffffffon signal blue#0070f2— 4.6:1 (AA at body sizes) - White
#ffffffon navy#1d2d3e— 14.0:1 (AAA) - Brand
#0070f2on bg#ffffff— 4.6:1 (AA at large text only) — acceptable for h1/h2 stat callouts; never used for body links (which underline on hover for additional cue).
Focus Indicators
Universal: 2px solid #0070f2 ring with 2px offset. On dark feature bands, the ring switches to 2px solid #ffffff for visibility against navy. Buttons add a 2px ring + 1px outer offset; inputs use a 2px solid border replacement (no glow).
ARIA Patterns
- Mega-menu:
aria-haspopup="menu"+aria-expandedtoggled on hover/focus - Hero carousel:
aria-roledescription="carousel"+ slide counteraria-live="polite" - Pricing tabs: roving
tabindex(one tabbable tab, arrow-key navigation) - Language switcher:
<select>with visible<label>(no aria-label-only patterns)
Keyboard Navigation
Tab order: skip-link → wordmark → primary nav (Solutions / Industries / Services / Insights) → utility (Search / Login / Contact / Language) → main content → footer columns → legal strip. Esc closes mega-menu, modal, search overlay. Enter activates buttons and links; Space activates buttons (not links — accessibility convention).
Screen Reader Hints
- All icons have
aria-labelwhen standalone,aria-hidden="true"when paired with visible text - Stat-callout numerals use
aria-label="2.1 billion euros saved"instead of relying on€2.1Bvisual shorthand - Decorative product visuals use
role="img"+aria-labeldescribing the screenshot, notalt=""
Reduced Motion
Honored via @media (prefers-reduced-motion: reduce) — see §8 for full degradation matrix.
10. Responsive Behavior
Breakpoints
| Name | Min Width | Notes |
|---|---|---|
| mobile | 0 | Default mobile-first stack |
| tablet | 600 | 2-column feature grids, 56px header |
| desktop | 900 | 3-column feature grids, mega-menu activates |
| wide | 1280 | Max content width, hero breaks 100vw |
| ultra | 1600 | Larger gutter spacing, no layout change |
Touch Targets
Minimum 44×44px for all interactive elements. Buttons stretch from 32px-tall (button-sm) to 48px-tall (button-large) — small button sizes add padding to meet touch-target on mobile.
Collapsing Strategy
- Global nav: collapses to hamburger menu below 900px. Solutions / Industries become accordion sections inside the slide-in panel.
- Sub-nav: collapses to a horizontal-scroll chip strip below 600px.
- Mega-menu: replaced by a tap-expand accordion on touch devices.
- Feature bands: 50/50 split collapses to stacked (copy-above-image) below 900px.
- Stat grid: 3-up grid → 2-up at 600 → 1-up below.
- Footer: 5-column → 2-column → accordion below 600px.
Image Behavior
- Hero images:
aspect-ratio: 16/9desktop,4/3tablet,1/1mobile - Industry tiles:
aspect-ratio: 4/3,object-fit: cover - All images load with native
loading="lazy"(except hero);srcsetfor1x / 2x / 3x - Image fade-in via intersection observer with
margin-bottom: 100pxpreroll
Container Queries
Used on the stat-callout card to switch numeral size from 56 → 40 when the card narrower than 320px (e.g., when nested inside a 4-column instead of 3-column grid).
11. Content & Voice
Tone
SAP’s voice is corporate-confident-warm — formal enough to convince a CFO, plain enough that a procurement manager understands the value prop without translation. The brand explicitly avoids “salesy” verbs and tech jargon; their internal style guide names “clarity over cleverness” as the primary rule.
Microcopy Patterns
Button verbs:
- Primary CTAs use action verbs: “Try free”, “Talk to an expert”, “Watch the demo”, “Get started”, “Read the story”
- Secondary CTAs use exploration verbs: “Learn more”, “See how it works”, “View pricing”, “Explore solutions”
- Tertiary CTAs use guidance verbs: “Read more ›”, “Find your industry ›”, “Compare plans ›”
Error message recipe: [What went wrong] + [Why] + [What to do] — e.g., “We couldn’t process your form. Please check your email address and try again. If the problem continues, contact support.”
Success confirmation: Quiet and definitive — “Your message has been sent. We’ll respond within 1 business day.” No exclamation points.
Empty States
SAP empty states are informational, not whimsical. A search-no-results says “No solutions match ‘xyz’. Try broader keywords or browse by industry.” — never “Hmm, nothing here!” or illustrated mascot emptiness.
CTA Verb Conventions
- “Try free” — for products with a freemium tier (SAP Build, SAP Sales Cloud)
- “Talk to an expert” — for enterprise-sales products (S/4HANA, Concur)
- “Watch the demo” — for product walkthroughs
- “Read the story” — for customer case studies
- “Explore solutions” — for category/index pages
- “Get started” — used sparingly; reserved for self-serve products
Voice Anchors
- Use second person (“you can”). Avoid first-person plural (“we’ll show you”).
- Lead with the customer outcome, not the product feature. (“Reduce close cycle time by 35%” not “S/4HANA Cloud Financial Close”)
- Avoid superlatives (“the best”, “world-class”). Lead with specific numbers.
- Industry-specific pages use the customer’s vocabulary, not SAP’s. (e.g., the Retail page says “merchandise planning”, not “SAP CAR”.)
12. Dark Mode & Theming
Light-only — no dark variant offered on the marketing site.
Feature bands are dark-by-content (navy #1d2d3e panels), not theme-driven — they appear in light mode just as they do in any (hypothetical) dark mode. The SAP product surface (Fiori 3 design system) supports sap_horizon (light), sap_horizon_dark (dark), and sap_horizon_hcb (high contrast black) themes, but the public marketing site explicitly does not ship a dark mode toggle.
Reasoning: SAP’s marketing audience includes 50+ industries and 25+ languages, and the brand prioritizes a single canonical visual identity across all touchpoints. A dark mode would fragment the brand surface; the navy feature band already carries the “dark moment” emotional anchor that dark-mode users typically seek.
13. Lineage & Influences
SAP’s design language inherits from the enterprise-software broadsheet tradition — IBM, Oracle, Microsoft Office’s pre-Fluent era — calibrated for trust over delight. The single confident signal blue echoes the chromatic discipline of Stripe and pre-2018 IBM, but SAP holds it tighter: never a gradient, never a hue rotation, never a brand-blue stop-trio. Where Stripe builds trust through chromatic confidence + editorial restraint, SAP doubles down on restraint and adds heritage: a 50-year-old company running 77% of global transaction revenue, dressed in the same color it shipped on its first product brochures.
The custom 72 typeface is the system’s signature move. Commissioned from Foundry Type explicitly for SAP’s interface needs, 72 has visible humanist warmth (single-story ‘a’, open counters) inside an otherwise rigorously corporate framework — it humanizes a system that could read as cold-spreadsheet. The naming references SAP’s founding year (1972) and the customary 72-pixel hero size used across enterprise UIs of that era.
What SAP rejects: pastel accents (the system has no pinks, no soft purples), gradients (brand blue is solid #0070f2 everywhere), pill buttons (4px-radius rectangles only), brand-as-illustration (the system uses photography and diagrams, never mascot illustrations). The Fiori 3 product surface allows decorative chart colors and accent palettes inside applications, but the marketing surface is ruthlessly mono-blue.
Named influences:
- Stripe — single-blue chromatic discipline + editorial restraint, scaled to enterprise
- IBM Carbon — corporate-broadsheet typography hierarchy, sub-nav anchor pattern
- Microsoft Fluent (pre-2024) — neutral-warm canvas with cobalt action color
- Oracle Redwood — hairline-bordered card discipline, deep-navy feature band
14. Do’s and Don’ts
Do
- Keep the action palette to a single confident signal blue (
#0070f2) — secondary actions use#ebf8ffsoft surfaces, never a different hue. - Use deep navy (
#1d2d3e) for text and feature bands; pure black reads as harsh on this canvas. - Lock buttons to 4px-radius rectangles; pill buttons are reserved for status badges and language selectors.
- Lead with tabular numerals (
tnum) in any pricing or financial context — SAP’s ERP heritage demands column alignment. - Reach for navy feature bands as a “single emphatic moment” per page; never two on the same page.
- Use 72 (or Inter as substitute) at all sizes; never introduce a serif or script for editorial flourish.
- Apply hover-only shadows to cards — default state is hairline-only.
- Use editorial weight + size shifts to carry hierarchy, not color rotations.
- Tint shadows with navy alpha (
rgba(29,45,62, x)) rather than pure black for cobalt-coherent depth. - Honor
prefers-reduced-motion— degrade transforms to opacity, disable underline-grow.
Don’t
- Don’t introduce a second accent color (orange, purple, teal) — the system is monolithically blue.
- Don’t use gradients — every brand surface is a solid color or photographic image.
- Don’t shadow the global nav at rest; only the 1px hairline border anchors it.
- Don’t pill-shape primary CTAs — that signals B2C SaaS; SAP is enterprise.
- Don’t use pure-black text — always navy
#1d2d3efor body,#0a2540for headings. - Don’t rotate brand blue per industry — every industry page uses the same
#0070f2. - Don’t introduce illustrated mascots or pastel gradient heroes — the brand surface is photography + diagrams only.
- Don’t use exclamation points in marketing copy — the voice is corporate-confident, not enthusiastic.
- Don’t rely on color alone for state (success/warning/danger) — always pair with an icon.
- Don’t apply heavy drop shadows to cards — depth here is hairline + whisper-soft hover.
- Don’t break the 1280px page-width constraint outside hero
100vwbackground panels. - Don’t use button-medium below 14px font size — it fails minimum touch-target legibility.
15. Agent Prompt Guide
Quick Color Reference
bg: #ffffff
text: #1d2d3e
text-strong: #0a2540
brand: #0070f2
brand-hover: #0040b0
navy-band: #1d2d3e
surface-soft: #f5f6f7
border: #d8dee5
success: #36a41d
danger: #d20a0aExample Component Prompts
-
“Create a hero section in the SAP design system: white canvas, 72-Bold display headline at 72px with -0.02em tracking and navy
#1d2d3ecolor, body intro at 18/1.55, and a primary CTA “Try free” filled in#0070f2with a secondary outlined “Watch the demo” beside it. Use the 72 typeface (or Inter as substitute), 4px button radius, and 96px section padding.” -
“Design an enterprise-stat card in the SAP style: white card, 6px radius, 1px hairline border
#d8dee5, 24px padding. Display a metric (“€2.1B saved”) at 56px in 72 Bold signal blue#0070f2with a 14/600 navy label below. Three-up grid on desktop, hover lift to shadow0 4px 16px rgba(29,45,62,0.10)over 200ms.” -
“Build a navy feature band in SAP style: full-width
#1d2d3ebackground, 96px vertical padding, 50/50 split with white headline (44/700) + body copy on the left and a product screenshot on the right. Include a primary CTA in white#fffffffilled with#0070f2text, plus an outlined-white secondary.” -
“Render a 5-column footer in SAP style: deep navy
#1d2d3ebackground, white text, 64px top padding, 32px bottom padding. Columns: Solutions / Industries / Services / Resources / Company. Add a legal strip below separated by a 1pxrgba(255,255,255,0.10)hairline.” -
“Create a mega-menu hover panel in SAP style: white background,
0 0 8px 8pxbottom-rounded radius, shadow0 16px 32px rgba(29,45,62,0.10), 4-column grid of category links plus a featured banner on the right. Open animation: opacity 0→1 + translateY -8px→0 over 320ms ease-emphasized.” -
“Design an SAP-style customer story card: 6px radius, 1px hairline border, 24px padding, white background. Top: company logo + “Customer Story” eyebrow in 12/600 uppercase with 0.08em tracking. Middle: pull-quote in 22/600 navy text. Bottom: link CTA “Read the story ›” in signal-blue.”
Iteration Guide
-
Start with the chromatic discipline. If your design uses more than three colors (white + navy + signal blue + neutral grays), it’s already off-brand. Strip to those four and add only when semantic state demands it.
-
Switch to 72 first, refine tracking second. The typeface alone gets you 60% of the way. Then add
-0.02emtracking on display sizes and turn onfont-variant-numeric: tabular-numsfor any numerical contexts. -
Replace gradients with solid colors. Any gradient signals “consumer SaaS”; SAP is enterprise. Use a solid
#0070f2brand block or a navy#1d2d3efeature band instead. -
Reduce button radius from 8px to 4px. Pill buttons (50px+ radius) are the strongest “off-brand” signal. SAP buttons are crisp 4px rectangles.
-
Replace black with navy. Every
#000000in your design should become#1d2d3e(text) or#0a2540(headings). The shift is subtle but recognizable. -
Tone down shadows. Default cards should be hairline-only (
1px solid #d8dee5, no shadow). Add hover-only shadow at0 4px 16px rgba(29,45,62,0.10). Tint navy, not black. -
Use one navy feature band per page. If you have multiple dark sections, you’re echoing Linear or Vercel — not SAP. Reserve the navy band as a single emphatic moment.
-
Lead with the customer outcome in copy. Replace “Powered by SAP S/4HANA” with “Reduce close-cycle time by 35%”. Lead with specific, quantified results.
Drop sap into your project, then ship the actual sections in an afternoon.
1 · install design
npx design-md add sap 2 · ship landing page
npx agentkit init --design sap light structured
Salesforce
Cloud-trust dashboards — Salesforce Sans on a sky-blue ground, with Astro the bear stand…
Docs
Install
Salesforce
webdesignhot
enterprise light
IBM
Carbon Design System made literal — pure-white canvas, IBM Plex Sans at light 300, squar…
Docs
Install
IBM
webdesignhot
light structured
Microsoft
Fluent surfaces — off-white canvas, Segoe UI Variable Display, and a Cortana-blue action…
Docs
Install
Microsoft
webdesignhot