light · bold · sans · telco · magenta
DESIGN.md inspired by T-Mobile
T-Mobile magenta (#E20074) dominates a near-white canvas — Un-carrier loudness in TeleNeo display weight.
By webdesignhot · www.t-mobile.com ↗
$ npx @webdesignhot/design-md add t-mobile
Learn more about the CLI → Compare to…
Aave Ghost-soft DeFi — lavender #978fff on white, custom Aave Repro sans, pastel gradients in a usually-brutalist lending space. Accenture Dark hero, white Graphik, and one electric purple — the `>` greater-than mark made into a whole consulting brand. '#a600ff' is always moving forward. Adidas Pure-black sport-utility, AdihausDIN/adidasFG uppercase, three-stripe geometry — the engineering canon for global sportswear. Adobe Creative-suite chrome — paper-white canvas, magenta-to-orange wordmark gradient, and Adobe Clean carrying every product grid. Affirm Honest-money fintech in the dark — indigo #4a4af4 CTAs at near-pill 96px radius, light-weight white headlines, no fine print. AgentKit Three swappable themes for AI agent products — editorial dark, daylight bright, fintech cool-blue. Airbnb Pure-white marketplace canvas with one Rausch coral and Cereal — generous photography, soft pills, modest type. Airtable White-canvas editorial workflow software with full-bleed coral and forest signature cards punctuating a near-black pill-CTA system. Alibaba Electric orange `#ff6a00` + dense merchant grids — the global B2B wholesale floor as a website. Allbirds Oatmeal-canvas eco-minimalism — Geograph sans on warm Amazon Smile-orange CTA, Amazon Ember sans, dense product grids — the canonical everything-store interface. Amazon Web Services Squid-ink navy with Smile-orange CTAs — the densest tile-portal on the cloud-platform internet. American Express White-canvas premium-restraint membership UI — signature Amex Blue accent, near-black editorial type, concierge-tier hierarchy. Anthropic Editorial broadsheet for AI safety — cream canvas, Anthropic Serif body, terracotta clay accent, magazine geometry. Apple White-canvas product theatre — SF Pro Text, 980px pill CTAs, and a single-blue accent system. Apple Music Pink-red gradient hero with album-grid kinesthetics — SF Pro precision, signature `#fa233b` brand pink, glassy dark canvas. Apple TV+ Pure-black cinematic theatre with SF Pro and ruthless minimalism — content as the only voice. Arbitrum Arbitrum Blue on white — Layer 2 chain marketing with Inter sans, structured grids, sophisticated-restraint contrasted with Solana's cinematic. Arc Browser-as-personality marketing — buttery cream canvas, Marlin Soft display, hand-tooled blue-and-coral palette. Are.na Bare grey-and-orange minimalism — a single Helvetica-class sans, hairline borders, and a stubborn refusal to optimise for engagement. Asana Approachable work management in soft purple — Asana Sans at modest weights with a rainbow accent palette and warm sky-tinted whitespace. Astro Cosmos navy canvas with violet-to-orange brand gradient — Mona Sans display, Inter body, Astro''s star-chart MPA framework dressed as an observatory dashboard. ASUS Republic of Gamers red `#cd0000` on black with bold sans — Taiwan engineering meets esports brutalism. Atlassian Enterprise-blue corporate canvas — signature Atlassian Blue, Charlie display type, four-product mark. Audi Vorsprung durch Technik on near-black — Audi Type sans, four-rings precision, and a near-monochrome canvas with `#bb0a30` reserved for sport. Auth0 Twilight-blue dark canvas with TWK Lausanne 300 display + Aeonik body — the original identity-platform aesthetic. Away Editorial travel-luggage DTC — Graphik on white, photography-led, sharp 0px white CTAs over dark hero imagery. Axiom Deep-navy observability with a cyan electric accent — Inter for body, JetBrains Mono for every event label, and a structural grid that reads as logs at planet scale. Axios Smart-brevity in chromatic form — blocky white canvas, Tiempos-flavored Atiza serif, signature `Why it matters:` time-bars and bullet-first prose. Bandcamp Bandcamp Cyan + Helvetica — indie-music marketplace honesty, no streaming-platform polish, no algorithmic carousels. Base Coinbase-adjacent L2 minimalism — coinbaseSans on white, signature electric blue Baseten White canvas with Inter and a signature `#6c5ce7` purple — ML model deployment dressed in approachable workshop chrome. BBC News Signature BBC red (`#bb1919`), Reith Sans + Reith Serif, the global broadcaster authority typography of the world''s public-service news. Bear Off-white canvas, a custom bearsans display, a red bear icon, and tealish handwritten underlines — a Markdown notes app dressed as a Mac Pro magazine. beehiiv Aggressive black-on-yellow newsletter punch — heavy display sans, hyper-flat cards, and a `#ffd60a` highway-yellow that reads like a tabloid front page. Best Buy Yellow price-tag mark, electric blue trust, bold sans — big-box electronics design with Geek-Squad confidence. Binance Trading-floor near-black with a single high-voltage Binance Yellow doing all the brand work — BinanceNova for type, BinancePlex for numbers. Biome A white-canvas Rust toolchain page where one deep azure blue does all the work. Bloomberg Iconic black-orange financial broadsheet — BWHaasHead headlines, AvenirNextPForBBG chrome, terminal-grade data density. Bluesky Sky-blue `#0085ff` on bright white with Inter sans — the AT-Protocol social network rendered as airy, federated, open. Blur Pure-black canvas, neon `#ff8700` orange voltage, and JetBrains-Mono-default everywhere — brutalist NFT trader terminal as competitive instrument. BMW Corporate-blue calm — BMW Type Next on a cream-tinted white, dark navy hero bands, and the M-stripe triplet in reserve. BMW M Performance black on M-blue/M-violet/M-red — the motorsport variant that turns BMW corporate into track-day theatre. Bolt An electric-blue command line for the web — StackBlitz's AI builder on a near-black #1e1e21 canvas, Inter Display, builder's register. Booking.com Deep-blue commerce engine — Bookin Sans on white, yellow CTA voltage, dense booking-funnel maximalism. Booking.com Booking Blue + signal yellow — the deal-finder design language at maximum density, optimized for conversion not contemplation. Bose Pure black canvas, Helvetica restraint, and premium-audio confidence — sound presented as engineering art. Brex Cool grey-blue surfaces, magenta-to-purple-to-indigo gradient, Söhne 600 — fintech as fast, modern, slightly flashy. Brilliant STEM education with playful diagram-energy — warm coral CTA on near-black, custom Brilliant Sans, illustrated geometry as hero. Bugatti French-engineered austerity — pure black canvas, three Bugatti typefaces, and full-bleed photography as the only voltage. Bun Cream canvas with chunky pink accents and the wide-eyed mascot — a JS runtime dressed as a 1970s bakery sign. Buttondown Indie newsletter software in heavy 900-weight Auto Pro — electric `#0069ff` pill CTAs and soft-yellow highlights on a pure-white canvas. Cal.com Open-source calendly with one bold custom font — Cal Sans on a soft `#f4f4f4` paper canvas. Calm Signature `#0066ff` deep blue + Aktiv Grotesk + meditation-deep cool atmospheric calm. Calm Mindfulness in a serif — Calm Cream canvas, soft moonlit blue and forest green, Visby Round display, breathing-pace motion. Capacities Cream-yellow canvas, Inter at 700 with a Crimson Pro serif fallback, and a yellow underline as page ornament — a PKM that thinks like a sketchbook. Capital One Confident-accessible banking — navy authority, one red swoosh, 2px-sharp blue. Cartesia Bright clinical white with a single deep-blue action — voice-AI presented as scientific instrument rather than consumer product. Cash App Electric `#00d54b` green on near-black, Cash Sans monospace-flavoured geometry, and p2p-money youth aesthetic. Casper Cozy DTC sleep brand — Casper navy/indigo ink (`#1e306e`) on a pure-white canvas, deep-navy `#012169` pill CTAs at 32px radius, Calibre body under New Kansas friendly-serif display. Premium that tucks you in. Character.AI Cool zinc canvas, custom atHauss sans, and dark pill CTAs — a roleplay social product dressed in TikTok-grade neutrality. Chase Trust-institutional banking UI — white canvas, near-black ink, bright-blue primary + green secondary CTAs in Open Sans. Chevrolet Gold-cross American classic — Louis sans on white with a `#cd9834` bowtie, a `#003876` corporate blue, and Camaro/Corvette red drama in reserve. CircleCI Light-content CI/CD platform — near-black hero, Inter sans, navy chrome with a restrained CircleCI-green accent. ClassPass Wellness-marketplace energy — coral-pink CTA on warm white, GT America sans, photographed-class-as-hero pattern. Claude.ai Cream paper canvas, Anthropic Sans for body and Anthropic Serif for the headline — an AI assistant set in literary type. Clerk Geist + Suisse on near-black canvas with `#6c47ff` violet CTA — the drop-in-auth dev-tool aesthetic. ClickHouse Near-pure black canvas with electric yellow as the brand voltage — database performance dressed in voltmeter chrome. Cloudinary Media-API technical infrastructure in confident blue — Inter at modest weights with a deep navy-blue brand and a single chromatic accent for media moments. CodeRabbit Near-black AI-review canvas — warm CodeRabbit orange accent, Plus Jakarta Sans, sharp 4px white CTAs. CodeSandbox Pale-lime electricity on a Cohere Stark white editorial canvas with deep green-black product bands and a CohereText/Unica77 type split. Coinbase Institutional-grade calm — pure white canvas, a single Coinbase Blue, and Coinbase Display set at weight 400 instead of 700. Composio Near-black canvas with deep-electric-blue voltage and a 2x2 terminal-mockup hero — agent infrastructure dressed as developer instrumentation. Corsair Yellow `#ffff00` lightning on black with Roboto — RGB-everything peripherals and PC components. Costco Warehouse blue + signature red, Helvetica utilitarian — bulk-buying signage translated to web. Coursera University-blue `#0056d2` on warm-white parchment with Source Sans — the canonical online-degree marketplace. Cursor Warm cream IDE-marketing — `#f7f7f4` canvas, `#26251e` ink, custom CursorGothic display, JetBrains Mono code, vivid orange accent. CVS Health CVS-red heart on a clean white canvas — custom CVS Sans, near-black ink, trustworthy healthcare clarity. Databricks Signature Databricks Red Datadog NationalWeb on white with the iconic `#632ca6` purple — observability dressed as an enterprise dashboard, structurally dense, chromatically restrained, multicolour where the data demands it. Deel A warm dark canvas with electric coral and orange accents — global payroll dressed as a confident product portrait. DeepSeek Deep-blue Chinese-tech minimalism — a research lab dressed in `#4d6bfe` and stark white space. Deliveroo Deliveroo Teal on white — food-delivery design at maximum saturation, custom Roo Sans, kangaroo-mark mascot energy. Dell Pragmatic blue `#007db8` with custom Roboto-derivative — business-first PC commerce since the dorm room. Deloitte Big-4 gravitas — pure-white canvas, true-black ink, Open Sans at light 300, and the signature green dot. Delta Air Lines Whitney sans on near-white, Delta navy + signal red — the Hartsfield-Jackson aircraft livery translated to web typography. Deno Inkwell black on warm white with the dinosaur mascot — TypeScript runtime as Eric Carle children's book. Descript Cream-pink canvas, a custom Brett display serif, and a wine-dark CTA — an AI video editor that ships like a magazine. Discord Indigo-ground hangout — gg sans body, ABC Ginto Nord display, 12-16px tile radii, white pill CTAs. Disney+ Deep navy gradient streaming hall with custom Inspire display sans and the unmistakable Disney+ wordmark arc. DoorDash Signature red-orange CTA, custom DoorDash Sans, delivery-funnel commerce — the dominant on-demand local marketplace. Duolingo Owl-green confidence and DIN-Round buttons that lift like candy — the gamified language app distilled to four colors and one mascot. dYdX Pure-black canvas, Satoshi-compressed display, and one signature indigo-purple #7774ff CTA — a pro-trader perps terminal as a brand. Dyson Engineering-greyscale on white — Dyson Futura Light at 44px (weight `300`, never bold), body ink `#333` not pure black, zero-radius CTAs with a fluid-dynamics ripple hover, and a single magenta accent reserved for haircare. The web brand of an engineering company that refuses to look like a marketing site. ElevenLabs Near-black voice-tech ground with white voice-wave aesthetic — Inter at studio scale, pill CTAs, and a single saturated accent that reads as both wayfinding and brand. Emirates Custom-serif luxury — Emirates red on light grey, gold accents, Fly Better editorial calm. Epic Games Pure-black canvas with custom Brutal Type / Heading Now display — Fortnite-saturated marketing meets PC-storefront merchandising. Ethereum Off-white canvas, ethereum-blue `#1c64f2` voltage, and Inter + serif duet — community-owned protocol as open documentation. Etsy Burnt-orange CTA, Graphik humanist sans, handcrafted-warmth aesthetic — the marketplace for makers and small batch. Everlane Pure white canvas, Maison Neue Book, near-black ink — radical-transparency DTC minimalism. Excalidraw Literal hand-drawn whiteboard — wobbly SVG strokes, Virgil-style handwriting, and a deliberately primitive UI that turns digital sketching into nostalgia. Expedia Navy commerce + Mango yellow voltage — Expedia Sans, dense travel-funnel density with One Key loyalty colour-coding. fal Pure white canvas, focal display at 120px, and near-black #252527 CTAs — generative-AI inference at editorial scale. Fantastical White paper, Effra geometric sans, full-round blue pills, and a rainbow of app-icon glass squares — a calendar app marketed like Apple''s Pro Apps. Ferrari Cinematic editorial in near-black — Rosso Corsa restraint, FerrariSans 500, and full-bleed cavallino photography. Figma Bright multi-color section bands with figmaSans display and figmaMono eyebrows — a marketing site that designs in scenes. Financial Times Salmon-pink page (`#fff1e5`) — the world''s most recognizable newspaper background, paired with Financier display + MetricWeb sans for global markets coverage. Fireworks AI Light canvas with Inter sans and a signature `#6720ff` purple-amber-orange spark — fast-inference platform dressed in speed-of-light kinetic chrome. Fly.io Mackinac display + Fragment Mono on a violet-saturated canvas — a PaaS that dresses like a small-press magazine. Ford American-truck heritage in corporate blue — Antenna sans, oval-script wordmark, and a deep `#003478` voltage that has carried the brand since 1927. Fortnite Battle-royale design at maximum saturation — neon yellow + electric blue on near-black, Burbank Big condensed display, season-driven brand kaleidoscope. Framer Black-on-white maximalism with electric gradient floods — Inter Display at heroic sizes, motion as a first-class material. Frontegg PP Neue Machina display + Neue Montreal body — plug-and-play user-management with deep-blue gravitas. Gemini (Google) Blue-into-violet gradient, Google Sans, soft Material 3 surfaces — Google''s house style applied to a chat interface. Ghost Warm-cream content CMS aesthetic — Inter for chrome, a soft serif for the writing surface, and a single confident green for action. GitHub Dark-canvas developer-platform marketing — Mona Sans variable headings, lime-green accent, near-black ground. GitHub Copilot Pure-white canvas, pure-black inverted CTAs, Mona Sans display — GitHub's editorial confidence applied to AI tooling. GitLab Light DevOps-platform marketing — GitLab Sans, near-black ink, oversized 96px headlines, tanuki-orange accent. Gitpod Editorial dev-tool calm — light canvas, near-black navy text, ABC Diatype sans + Martina Plantijn serif, 8px radius. Glif Near-black Manrope on near-white, anchored by one confident green CTA — a playful creative-agent canvas. Glossier Post-pink austerity — white canvas, single-family Apercu, 0px radius rectangles. The brand that invented millennial-pink chrome in 2014 has retired pink to a footer wash and a single badge color. Grafana Dark observability canvas with the iconic `#f46800` orange — Inter for body, Roboto Mono everywhere a label hides, multi-colour chart palette ripped straight from a real dashboard. Granola White paper, a custom Quadrant book serif, and an olive-green CTA — an AI notepad that dresses like a stationery shop. Graphite Near-black developer canvas — Matter type, near-white ink, one clean blue, 8px CTAs. Groq Warm off-white canvas, light-weight Space Grotesk, and a single hot `#f43e01` orange — speed-obsessed AI inference. Grubhub Friendly red-orange CTA, Sentinel display + Avenir body, dense delivery-app commerce — the long-running incumbent. Gumroad Hot pink `#ff90e8` on cream, ABC Favorit at 96px, hard black borders and offset shadows — neo-brutalist creator commerce. Gymshark Pure white canvas, black ink, Montserrat bold display over Roboto body — every CTA a fully-rounded 56px pill. HashiCorp Black canvas hosting a per-product color portfolio — Terraform purple, Vault yellow, Consul red, Waypoint cyan — multi-product identity made literal. Hashnode Developer publishing platform — deep navy canvas, electric blue brand, Inter sans + JetBrains Mono code chrome. HBO Max Deep purple-black premium streaming canvas with custom Sharp Grotesk and the unmistakable Max wordmark. Headspace Signature `#ffac1d` orange + custom round display + meditation-friendly playful warmth. Height AI-PM workspace dressed in chalk pastels — Inter at modest weights over a near-paper canvas, with a single confident accent and an AI-purple voltage moment. HEY Warm-white canvas, deep purple-ink, and a crayon-box of saturated pastels — opinionated email dressed as a friendly poster. Hilton Hilton Blue on white — confident-contemporary hospitality with Söhne-adjacent sans, blue-on-white photography-led layouts. Honda Reliability-first restraint — HondaGlobalFont on white, signature red HP Cyan-blue `#0096d6` HP-circle on white with Forma DJR — the 84-year-old technology brand''s mainstream face. HubSpot Warm coral-orange (#FF7A59) on a near-white canvas, a humanist sans set generous and round, and a brand voice that turned inbound marketing into a methodology. Hugging Face AI community canvas — deep blue-black ground, Source Sans Pro headlines, pill auth + 8px tile cards. Hulu Near-black canvas anchored on Hulu Green `#1ce783` with Graphik sans — the bright, cable-meets-streaming UI. Hume AI Warm cream canvas, custom Fellix type, and near-black pill CTAs — voice-AI research presented with humanist calm rather than tech coldness. Hyperliquid Near-black IBM Carbon Design System made literal — pure-white canvas, IBM Plex Sans at light 300, square corners, and one assertive `#0f62fe` blue. Ideogram A bright white canvas with a single saturated violet cue — a typography-first AI image tool that lets the gallery do all the talking. IKEA Yellow `#ffdb00` on blue `#0058a3`, Noto IKEA sans, Swedish-democratic-design retail at planetary scale. Instacart Grocery-shopping-list practical — Instacart Sans on white, signature carrot green JetBlue JetBlue Blue on white — friendly aviation with a custom rounded sans, Mint cabin orange accent, lower-case microcopy. Jupiter Jupiter lime on near-black — Solana DeFi aggregator with Inter, a cat-in-space mascot, and playful pill-CTA energy. Kagi A premium search engine dressed in warm cream and Plex — the indie answer to ad-funded search. KAYAK Burnt-orange flight-search density — Open Sans on white, comparison-engine maximalism, price-graph data viz. Khan Academy Signature `#14bf96` mint green on white with Lato sans — free-for-everyone education in a warm, encouraging register. Kinde White canvas with Inter 72/500 display + dev-friendly pink-coral accent — the approachable auth-billing-access platform. Kit A cream newsletter canvas with a custom KitSans display, a Libre Franklin secondary, and a pastel-rainbow chip set — the editorial register reborn from ConvertKit. Klarna Klarna PINK `#ffa8cd` on white, near-black navy `#0b051d` ink, Klarna Title at billboard scale. Kraken Kraken Purple `#7132f5` on white — Kraken-Brand display + Kraken-Product UI for a calmer, less-bombastic crypto exchange. Krea A pure-black studio with Suisse Intl set quietly at 60px — a creative-AI gallery that lets the work and the cobalt CTA carry the colour. Lamborghini Cathedral of darkness — true black canvas, Lamborghini Gold accents, and LamboType angled-terminal display. LangChain Deep navy canvas with Inter precision and a quietly confident teal accent — agent orchestration dressed as engineering documentation. Ledger White canvas, Inter at rest, and one unmistakable Ledger Orange on full-pill CTAs — security made calm. Lego Lego Yellow + Red on white — primary-color toy theatre, custom Lego Sans, brick-as-hero photography. Lemon Squeezy A dark hero with white Circular display, signature lemon-yellow Leonardo.Ai A pure-black cinematic canvas where ufficioDisplay headlines and white full-pill CTAs frame generative imagery — a film studio's title card, Canva-owned. Linear Dark-canvas product surface — pure-black ground, indigo accent, custom Inter weights, pill CTAs. LiveKit Realtime audio-video infra — Public Sans 300 weight on near-black, signature cyan LlamaIndex White canvas with Inter and a signature `#1b9aff` blue — RAG infrastructure dressed as a clean technical reference card. Logitech Soft consumer-tech blue gradients with Brown sans — design for the way you work, play, and create. Lovable Pink-into-violet gradient on white — vibe-coding dressed in playful, friendly chromatics. Lowe's Signature navy blue on white canvas — residential-DIY warmth rendered as big-box retail. lululemon Quiet-luxury athleisure — Saans variable on bone-off-white, off-black ink (`#140f0f`, not pure black), pill CTAs on square product cards, mixed-case sentence-cased headlines tracked −4px. The athletic brand that murmurs. Luma AI A cinematic black screening room that opens into a white studio — Graphik set tight, every CTA a full white pill. Magic Eden Mint-cream canvas, magenta-mint accent duet, and a custom Foundry display — Solana-native marketplace as boutique gallery. Mailchimp Cavendish-yellow chunkiness — a custom display serif (Cooper Light), the signature `#ffe01b` block, and a brand voice that hugs you while it ships campaigns. Marriott Luxury-hospitality restraint — Caudex serif for editorial moments, off-white canvas, gold-bronze CTA, photographed-resort hero. Mastercard Cream-canvas editorial fintech, circular-portrait orbits, MarkForMC at 450 weight — institutional-but-warm payments brand. MasterClass Pure-black cinema with custom display serif and editorial reverence — celebrity-instructor learning as a premium streaming product. Medium Editorial reading-first publishing — magazine-grade serif body, GT Super display, signature green-on-white pill CTAs. Mercedes-Benz Three-pointed-star authority — MBCorpo on near-black canvas, silver-blue Mercury A near-pure white canvas with a literary serif headline and a signature mercury-mint accent — banking dressed as a quiet magazine. Meta Optimistic blue (#0467df) on a white corporate canvas — Optimistic Display headlines, generous space, social-platform conglomerate at rest. MetaMask Foxy Orange on white — Ethereum wallet design with custom MM Sans, 8-bit fox mascot, friendly-utility voice. Microsoft Fluent surfaces — off-white canvas, Segoe UI Variable Display, and a Cortana-blue action color carrying every product. Midjourney A deep cosmic canvas where JetBrains Mono headlines float over a wide-gamut OKLCH rainbow — a research lab dressed as a chapel. MiniMax Stark monochrome canvas broken open by vibrant gradient product cards — coral, magenta, blue, purple as model identity. Mintlify Documentation-platform marketing — pure white canvas, mint-green accent, Inter at tight tracking, near-black pill CTAs. Miro Canary-yellow Mistral Butter-yellow canvas, Arial as a deliberate anti-tech statement, and zero-radius rectangles — French AI as a brutalist art-school manifesto. Modal Serverless GPU infra in lime-green — `#0c0c0c` canvas, electric `#7fee64` accent, custom Modal Mono on every chip and code block. Monday.com Project management in confident red-pink — Poppins display at bold weights with a colorful saturated palette and a playfully energetic visual rhythm. MongoDB Signature MongoDB green Monzo Hot Coral `#ff4f40` on bright white, MonzoSans humanist geometry, and a transparent challenger-bank warmth. Motion AI-calendar productivity in green-and-purple — Inter at modest weights with a green-to-purple voltage gradient signaling the AI scheduler, anchored by a clean white canvas. MSI Dragon-red `#ff0000` on jet black with bold display sans — the Taipei dragon-heritage gaming hardware brand. Mux Video API for developers — Aeonik on light-cream, Rotonto display, JetBrainsMono CTAs, sharp 0px corners. MyFitnessPal Fitness-tracking utility — MFP Blue on white, Inter sans, dense calorie-and-macro grids, conversion-first navigation. Neon Serverless Postgres dressed in late-night green — a near-black canvas with a single electric mint accent. Netflix Pure-black streaming theatre with signature `#e50914` red and Netflix Sans — the canonical media-tile grid. Nike Pure black, pure white, Helvetica Now — pill CTAs and full-bleed athletic photography on a single soft cloud gray. Nintendo Joyful red on paper-white — Nintendo's site is the toy-aisle of the web, illustration-rich and refusal-of-darkness intentional. Notion Off-white canvas with Lyon serif accents and a custom NotionInter — a workspace dressed as a literary magazine. Nubank Roxo #8d0de3 as the whole brand — white nuSansDisplay on dark purple, 999px pill CTAs, anti-bank warmth. Nuxt Forest-green `#00dc82` glow on a near-black canvas — Vue-flavored warmth dressed for the cosmos. NVIDIA Engineering-grade canvas — pure black hero / paper-white body / one violently saturated `#76b900` green that carries every CTA and corner square. Obsidian Near-black canvas, near-white text, a single electric-purple CTA and a crystal mark — a local-first knowledge base that looks like the editor it ships. Omnivore Open-source read-it-later — near-white reading canvas, focused emerald-on-paper brand, archival elegance after the Eleven Labs sunset. On Swiss-engineered monochrome — true-black ink on white, custom On sans, bold 700 heads and 40px full-pill CTAs. OpenAI Pure white canvas, OpenAI Sans set in calm 500-weight, and a single black pill for the only action that matters — try ChatGPT. OpenRouter Pure-black canvas with custom display typography and pragmatic mono — LLM-router infrastructure dressed as a terminal billing dashboard. OpenSea Pure-black canvas, electric `#2081e2` blue, and Inter at trader-pro density — the original NFT marketplace as financial terminal. Optimism Pure-white canvas, signature `#ff0420` red voltage, and Inter at confident L2 register — Ethereum rollup as bold optimistic infrastructure. Ory White canvas with Inter 48/400 display + signature deep-navy `#0f172a` CTA — open-source-first identity for technical teams. Oura Pure-black canvas with Inter precision and gold-stamped scores — the premium-ring health-precision aesthetic. Paddle Merchant-of-record calm — condensed serif headlines on a near-black canvas with warm cream and sand CTAs. Paper Website A literal sheet-of-paper website — single literary serif, off-white sheet canvas, narrow reading columns, ink-blue links. Patagonia Outdoor-cooperative editorial — Futura sans on cream, ranger-station palette, photography-led story-first marketing. Patreon Patreon Coral on white — creator-economy patronage with Söhne sans, photographer-led marketing, mid-2024 brand refresh language. PayPal Dual-blue corporate trust — PayPal Sans Big over white, with a deep-navy ink and a sky-blue counterpoint. Peloton Signature `#cb1e4e` red on midnight ink, Inter display, instructor-led premium-fitness storefront. Perplexity Cream paper canvas, custom pplxSans, and the unmistakable Tropic-cyan accent — a reference-library answer engine dressed in warm tones. Phantom Phantom Purple on near-black — crypto wallet design that respects the user's intelligence with editorial restraint. Picoko Warm-white canvas, weight-900 Outfit, and one blazing pink — product photography reimagined in seconds. Pika A cream-canvas AI video studio in custom Telka type, with peach and black pill CTAs. Pinecone White canvas with Inter and a signature `#1cb0d0` cyan — vector database technical-marketing dressed in clean blueprint chrome. Pinterest Masonry feed as product, restrained chrome around it — white canvas, near-black text, Pinterest red reserved for action. Pitch Enormous Mark Pro headlines on a black hero, then a clean white workspace — violet Plaid Pale blue trust on white, classical Stripe-adjacent type, and a Benjamin-Franklin-as-mascot moment of personality. Plain B2B support tool with a Dinamo grotesk and a single radioactive `#1ad379` action — Linear-restraint applied to support. PlanetScale Pure-black canvas, blood-red accent, mono-set numerals — a database brand styled like a financial terminal. PlayStation Sony's Cinema-Black canvas with PS Blue and a custom SST sans — gaming-as-cinema, premium hardware in editorial restraint. Polar Dev-tool obsidian — 8rem editorial display headlines, indigo accents, Louize serif moments. Polygon Deep purple `#8247e5` voltage, soft surface ladder, and Inter at enterprise calm — Ethereum L2 as institutional infrastructure. Porsche Engineering-purity black-on-white — Porsche Next at 96px regular, Rosso PostHog Cream-canvas analytics with mustard-yellow CTAs and IBM Plex — open-source craft, not SaaS gloss. Postmark Postal-yellow #ffde00 + warm-black #1c1d1f + paper-white canvas — the transactional email API designed like a friendly post office sign. Prime Video Amazon-blue streaming canvas with Ember sans and the dense, utility-first marketplace UI vocabulary. PropelAuth White canvas with SF Pro Rounded display 60/900 + deep-navy ink — B2B multi-tenant auth with Apple-tinted polish. Quizlet Study-buddy design — Quizlet purple-blue on white, custom Hurmes Geometric, flashcard-as-hero pattern. Qwik Electric purple-to-blue gradient on near-black — resumable execution dressed as a lightning bolt. Railway Ship software peacefully — IBM Plex Serif headlines on a deep eggplant canvas, with a single confident violet for action. Rainbow White canvas, SF Pro Rounded Black at 96px, and a pink-orange-blue-purple rainbow — the friendliest Ethereum wallet onchain. Raindrop.io White paper, system-ui sans, soft watercolor blob backgrounds, and a vivid `#0b7ed0` blue CTA — a bookmark manager that ships like a creative-tool sketch. Ramp Off-yellow `#fcfb70` and black-on-white editorial — finance ops dressed as a printed annual report. Rare Beauty Soft lavender on cream — Selena Gomez's beauty brand with mental-health-aware editorial restraint and serif-led product cards. Raycast Near-black canvas, glowing keycaps, monospaced shortcut chips — a marketing site that thinks like a launcher. Razer Neon `#44d62c` snake-green on jet black with Roboto — the For Gamers, By Gamers visual signature. Readwise Pastel-orange book-club warmth — soft cream canvas, friendly Tiempos serif accents, and a tangerine that signals 'this is your library.' Recraft A jet-black studio where ABC Gravity Condensed slams the headline at weight 900 and a single electric-lime CTA does all the shouting. Reddit Front-page-of-the-internet orange — community-card density, IBM Plex Sans display, and a confident Remix Signature `#3992ff` blue on pure white with Inter — a nested-routes web framework dressed as a manifesto poster. Render Lavender on white — a PaaS that swapped Heroku purple for a candy-bright #8a05ff and kept the airy whitespace. Replicate AI-API marketing — light page chrome, dark hero canvas, rb-Freigeist Neue display, JetBrains Mono code, sharp 0px corners. Replit Saturated turquoise on `#0e1525` ink — the cloud-IDE aesthetic with IBM Plex DNA and a JetBrains Mono soul. Resend Pure-black canvas with Domaine Display serif at 96px and Commit Mono code chips — email infra that thinks in italics. Retool Pragmatic blue #3a55fc + Inter + dense product mocks — the internal-tool platform that designed itself like a well-organised admin panel. Reuters Global newswire restraint — signature orange (`#ff8000`), Knowledge Medium custom sans, broadsheet rigor for the world''s oldest news agency. Revolut Dark Aeonik Pro hero, white Inter content, near-black `#191c1f` ink, fully-pill CTAs and gradient-accented fintech sleekness. Riot Games Crimson `#d13639` red on near-black with custom Riot Beam display — esports-tournament drama and competitive-MOBA editorial. Ritual Visible-supply-chain wellness — white lab canvas, Ritual Navy #142b6f everywhere, CircularXX, 25px rounded CTAs, warm yellow as the one accent. Rive Chunky animated display type and saturated playful colour — interactive graphics platform that wears its motion design on its sleeve. Robinhood Chartreuse `#CCFF00` lime on a black `#000` canvas, Martina Plantijn serif headlines paired with Capsule Sans Text — financial-editorial register, not tech-app sans. Roblox Bright `#ed1d24` red on white with Builder Sans — the youth-block-builder playground turned multi-billion-game social platform. RunPod Deep slate canvas with Inter and a signature `#673ab7` purple — accessible GPU cloud dressed in friendly developer chrome. Runway A near-black research canvas with ABC Normal headlines pulled tight at -2.5px — a film studio, an ML lab, and a brutalist gallery in one shell. Salesforce Cloud-trust dashboards — Salesforce Sans on a sky-blue ground, with Astro the bear standing guard over a dense CRM portal. SAP Enterprise-ERP precision in cobalt — SAP72 sans, signal-blue accents, and a calm white canvas built for trust. Segment Twilio Segment's customer-data-platform canvas — Whitney SSm humanist sans, navy-on-white, single confident `#1866ee` blue. Semafor Paper-cream canvas (`#f8f5d7`) with FeatureFlatHeadline serif and signature flag-style topic columns — global-news editorial built for the post-Twitter era. SendGrid Functional API-blue on white — the email-platform dashboard aesthetic, now folded under the Twilio umbrella. Sentry Deep-aubergine observability — Dammit Sans display, Rubik body, JetBrains Mono code, signature violet #7553ff and pill CTAs. shadcn/ui Copy-paste components in pure black-on-white — the most influential design system not actually shipped as a library. Shopify Dark-first commerce theatre — 96px NeueHaasGrotesk at weight 330, electric mint focus rings, and stacked multi-layer shadows. Shortwave A dark AI-email canvas with Poppins display weight and one electric blue — Inbox rebuilt by the people who built it. Signal Privacy-first messaging in `#3a76f0` Signal blue with Inter sans — minimal, ad-free, end-to-end-encrypted by default. Slack Aubergine workspace marketing — Salesforce-Avant-Garde headlines, all-caps 4px CTAs, white canvas with `#4a154b` accents. Snowflake Deeper cyan Solana Solana Gradient + Diatype on near-black — Layer 1 chain marketing as cinematic experiment, magenta-purple-cyan brand prism. SolidJS Deep navy with a blue-to-cyan brand gradient — reactive primitives dressed as a circuit diagram. Sonos Pure black canvas, Inter typography, and audio-system minimalism — speakers presented as gallery objects. SoundCloud Signature `#ff5500` orange on `#f2f2f2` paper with Interstate sans — waveform-first audio social UI. Sourcegraph Near-black code-intelligence canvas — PolySans display, coral-red accent, big quiet headlines. Southwest Airlines Heart-warm low-cost airline — Southwest Sans on light grey, yellow CTA voltage with navy ink, sharp 2px corners. SpaceX Pure-black cinematic photography, D-DIN aerospace stencil type, ghost-button minimalism — the interface disappears. Spotify Electric `#1ed760` green on near-black canvas with Spotify Mix sans — the canonical streaming-audio tile grid. Square Pure black on pure white, Square Sans grids, and retail-POS minimalism — commerce as black-and-white geometry. StackBlitz Electric blue `#1574ef` on a graphite `#1c1f25` canvas — the in-browser IDE that built Bolt. Starbucks Forest-green storefront — SoDoSans, full-pill buttons, warm-cream canvas, and a floating Frap CTA the brand calls home. Steam Deep blue-gray `#1b2838` with Motiva Sans — the utilitarian PC-gaming library that runs the world's largest digital storefront. SteelSeries Esports orange `#ff6900` on near-black with Inter — Danish precision peripherals for competitive play. Storybook Open-source frontend workshop — white canvas, Nunito Sans, dark hero band, and the signature coral-pink brand mark. Strava Signature `#fc4c02` orange + Inter on white — endurance-athlete data-driven storefront with map-overlay heritage. Stripe Editorial fintech polish — light Söhne headlines at weight 300, navy-not-black text, signature `#533afd` purple CTAs. Stytch Paper-cream canvas with Booton display + Chivo Mono body — passwordless-modern auth, joined Twilio. Substack Magazine-on-the-internet — Spectral serif body at 19px, Cahuenga display, signature `#ff6719` orange CTAs. Suno A near-black booth with cream Neue Montreal and a hot-pink cue light — a music studio, a record sleeve, and a chat app fused into one canvas. Sunsama Thoughtful daily planning in warm cream and ink — Inter at modest weights over a paper-cream canvas with sage and rose accents and a calm, unhurried voice. Supabase Off-black canvas, signature emerald `#3ecf8e`, Circular as display, Postgres-grade type discipline. Superhuman White paper canvas, a custom Super Sans variable, and a single confident lavender — premium email dressed as a stationery brand. Supreme Box-logo red, Courier monospace, skate-deadpan minimalism — the most influential streetwear store on the web. Svelte Hot orange #ff3e00 against clean white with a confident sans — the framework that wears its flame as a wordmark. Tailscale Warm-light approachable-technical — off-white canvas, near-black Inter, brick-red accent. Tailwind CSS The system applied to itself — Inter Variable on white canvas, signature cyan #06b6d4, every component built from Tailwind utilities. Tana Pure black canvas, a custom tanaClassic serif at 83px, and a pale-pistachio CTA — a knowledge graph dressed as a literary supplement. Target Bullseye red CTA, Helvetica Neue, photographic hero — friendly mass-market design with confident chromatic restraint. Telegram Cloud-blue messaging — Tesla Cinematic showroom on white — one Electric Blue CTA, Universal Sans, and viewport-height car photography. The Atlantic Modern serif headlines on cream-paper, signature Atlantic orange `#fbb33b`, long-form magazine reading rendered for the web. The Economist Deep cinnabar red `#e3120b`, Milo serif body, Econ Sans labels — the global-affairs weekly rendered with cover-illustration discipline. The Guardian Guardian Egyptian slab serif, signature navy `#052962`, structured ruled hierarchy with bold section accents. The Home Depot Signature orange on white, Helvetica bold — hardware-aisle signage as a web storefront. The New York Times Cheltenham serif headlines on paper-white, signature breaking-news red, the canonical American broadsheet rendered for the web. The New Yorker Adobe Caslon Pro + Irvin headline cap — a century of editorial gravitas in cream paper, ink black, and signature cartoon line. The Washington Post Postoni serif blackletter masthead, "Democracy Dies in Darkness" tagline, sober ink-on-paper political broadsheet. Things Cool light-blue canvas, system-ui sans, vivid Things-blue accent — a task manager that ships like an Apple Pro Display. Threads Instagram-adjacent text-first social — pure-black canvas, system-sans clarity, and a quiet brand restraint built from the @ glyph alone. TikTok Electric cyan-magenta on pure black — vertical-video voltage with custom Proxima Nova display and a bold neon brand grammar. tldraw Casual whiteboard sketchy — hand-drawn UI primitives, dotted-grid canvas, and a soft pastel palette that wears its toy-like energy with confidence. Together AI Deep navy on near-white with Inter sans — open-source LLM cloud rendered as developer-platform infrastructure. Toyota Japanese-reliability mainstream — `#eb0a1e` Toyota red on white, ToyotaType sans, and a calm-confident marketing surface for the world's most-sold automotive brand. Turbo Vercel-grade pure-black canvas with a magenta-to-blue Turbo gradient — the build system that wears its speed as a sweep. Turso SQLite at the edge — a deep-teal canvas with a CRT-bright cyan accent (#00face) that reads as a glowing edge node. Twilio Signal-red `#f22f46` against clean white — communications APIs given the visual weight of a broadcast colour. Twitch Purple `#9146ff` on `#0e0e10` canvas with Inter — the live-streaming UI built around chat, raids, and gaming density. Uber Eats Pure-black ground, Uber Move custom sans, Uber-app continuity — the operating system of food delivery. Udemy Signature `#a435f0` purple on white with Sailec sans — the open course-marketplace bazaar made approachable. Udio A pitch-black stage with near-white Innovator display type and a single magenta-pink spotlight — a recording console reimagined as a creative canvas. Uniqlo Signature red `#ff0000`, Helvetica Neue system stack, japanese-utility-functional grid — the LifeWear engine. Uniswap Uniswap Pink on white — DEX design with Basel sans, unicorn-mark whimsy, and rounded-card softness in a usually-brutalist DeFi space. v0 A near-white prompt canvas with GeistSans and pure OKLCH grayscale — Vercel''s AI builder dressed as the calmest text editor on the internet. Valorant Tactical-shooter design language — Tungsten condensed all-caps, signal-red CTAs, and an off-white text the brand calls "ECE8E1". Venmo A single confident `#3d95ce` blue, Aktiv Grotesk geometry, and a social-feed informality — payments dressed as group chat. Vercel Brutalist developer-product polish — near-white canvas, near-pure black-on-near-white type, Geist sans + mono, conic-gradient accents. Visa Bright-blue + golden-yellow payment-rail confidence — saturated `#1434CB` primary, ceremonial `#FCC015` yellow on hero pill CTAs, pill geometry throughout, custom visa-font-latin in light/regular weights. Vite Electric purple #646cff + Manrope display + a literal lightning-bolt mark — the build tool that designed itself to feel as fast as it is. Vodafone Vodafone Red broadcast band, monumental 144px display, two-tier button system — corporate-newsroom telecom design. Volkswagen People's-car blue — the deep `#001e50` corporate hue, custom VW Sans, and a friendly-German marketing surface that sells everyday mobility with confidence. Walmart Spark-yellow on big-box blue, Antonio Display + Bogle sans — everyday low prices made loud. Warby Parker Friendly-premium DTC eyewear — white canvas, bright blue + deep navy, fully pill CTAs. Warp Near-black canvas, neon-lime cursor, real terminal screenshots — a marketing site that boots like a shell. Wayfair Near-white canvas, ink-black type, photographic product cards — editorial-light home retail at marketplace scale. Weaviate White canvas with Inter and a signature `#1cdb46` open-source green — modular vector database dressed in approachable engineering chrome. webdesignhot AI-era editorial dark — pure black with one acid-lime accent. Webflow Indigo-to-purple gradient discipline with a precise structural sans — the visual builder that markets itself like a design conference. WHOOP Lime `#a0d10b` voltage on jet-black, Inter precision, recovery-data athlete-grade aesthetic. Wikipedia System-default information design — Linux Libertine serif headings, Vector skin, deliberate non-branding for the encyclopedia of record. WIRED Newsstand-density editorial grid, sharp-corner buttons, mono ALL-CAPS kickers — Conde Nast meets engineering lab. Wise A flexible bright-lime green on cream-white — money that travels in sans-serif and a single confident accent. Workday HR-warm professional in tangerine — Adelle Sans humanist curves, signature `#f37721` orange, and a calm white people-first canvas. WorkOS Pure-white canvas with Untitled Sans 80/500 display + indigo-violet h2 — the B2B-enterprise gravitas aesthetic. X Pure-black canvas with Chirp display — algorithmic minimalism, single-letter wordmark, ruthless type discipline. Xbox Xbox Green on near-black, Microsoft's Segoe UI Display dialed to gamer-coded confidence — bold, energetic, Game Pass-first. Y Combinator Brutalist orange monolith — system-font sans on white canvas, signature `#f26625` orange-red blocks with hard 0px corners. You.com Crisp white developer-doc canvas, custom Lumen Sans, and the indigo `#5368EE` accent — a search API rebrand done as enterprise infrastructure. YouTube YouTube Sans + Roboto + signature `#ff0000` red — content-density at planetary scale. Zed Warm paper-light canvas, IBM Plex Serif headlines at light weight, one electric-blue download button — a code editor's site that reads like a typesetter's page. Zoom Zoom Blue `#0B5CFF` on white — geometric sans wordmark, Workplace-era AI Companion friendly-corporate register. Zora Cream-white canvas, electric purple-orange duet, and a custom display — onchain creator network as zine cover.
try on →
theme
mobile · 390 × 844
Tokens webdesignhot/0.1
- bg
#f5f5f5 - bg-page
#f5f5f5 - bg-white
#ffffff - surface
#f5f5f5 - surface-soft
#fafafa - surface-strong
#ebebeb - surface-dark
#141414 - surface-magenta
#e20074 - surface-magenta-soft
#fce6f1 - brand AA·LG · 4.3
#e20074 - brand-deep
#a30055 - brand-bright
#ff1ea3 - brand-dim
#bd0061 - text AAA · 16.9
#141414 - text-strong
#000000 - text-muted
#6e6e6e - text-soft
#a8a8a8 - text-on-dark
#fbfbfb - text-on-brand
#fbfbfb - text-magenta
#e20074 - link
#e20074 - link-hover
#a30055 - link-visited
#7a2160 - border AAA · 19.3
#000000 - border-soft
#d4d4d4 - border-strong AAA · 16.9
#141414 - border-magenta
#e20074 - border-on-dark
rgba(255,255,255,0.18) - scrim
rgba(20,20,20,0.55) - shadow-card
rgba(0,0,0,0.06) - shadow-elev
rgba(0,0,0,0.12) - on-brand
#fbfbfb - success
#1f8a3a - warning
#cc7a00 - danger
#c5002a - info
#0073d1
Ship faster than ever.
display-hero "TeleNeo Web" 80px w700 -0.03em
Ship faster than ever.
plan-price-display "TeleNeo Web" 64px w700 -0.02em
Ship faster than ever.
display-lg "TeleNeo Web" 56px w700 -0.02em
Ship faster than ever.
h1 "TeleNeo Web" 40px w700 -0.018em
Built for teams that ship.
h2 "TeleNeo Web" 32px w600 -0.012em
A complete kit
h3 "TeleNeo Web" 24px w600 -0.005em
The quick brown fox jumps over the lazy dog.
plan-price-cents "TeleNeo Web" 24px w600 0
The quick brown fox jumps over the lazy dog.
h4 "TeleNeo Web" 20px w600 0
The platform your team will actually use — design, code, deploy.
lead "TeleNeo Web" 20px w400 0
The quick brown fox jumps over the lazy dog.
h5 "TeleNeo Web" 18px w600 0
The quick brown fox jumps over the lazy dog.
body-lg "TeleNeo Web" 18px w400 0
The quick brown fox jumps over the lazy dog.
body "TeleNeo Web" 16px w400 0
The quick brown fox jumps over the lazy dog.
body-bold "TeleNeo Web" 16px w600 0
The quick brown fox jumps over the lazy dog.
button-primary "TeleNeo Web" 16px w600 0
The quick brown fox jumps over the lazy dog.
body-sm "TeleNeo Web" 14px w400 0
The quick brown fox jumps over the lazy dog.
eyebrow-magenta "TeleNeo Web" 14px w600 0.08em
The quick brown fox jumps over the lazy dog.
button-compact "TeleNeo Web" 14px w600 0
OUR DESIGN SYSTEM
label "TeleNeo Web" 13px w500 0
OUR DESIGN SYSTEM
caption "TeleNeo Web" 12px w500 0.02em
The quick brown fox jumps over the lazy dog.
legal "TeleNeo Web" 11px w400 0
- step-0 0px
- step-1 4px
- step-2 8px
- step-3 12px
- step-4 16px
- step-5 20px
- step-6 24px
- step-7 32px
- step-8 48px
- step-9 64px
- step-10 96px
- step-11 128px
- micro
2px - sm
4px - md
8px - lg
12px - xl
16px - xxl
24px - pill
9999px
Text link →
Card preview
A complete kit — everything your product needs.
Hero, pricing, FAQ, dashboard, docs — every layout your product needs.
New
Stable
v1.0
Design roles 7/8 mapped · webdesignhot/0.1
Maps the 8 canonical role names to this entry's actual tokens. Use these to plug the design into role-aware tools — shadcn/ui themes, role-aware Tailwind plugins, atelier-lint — without hard-coding token names.
- background → bg
- foreground → text
- primary → brand
- primary-foreground → on-brand
- accent → —
- muted → text-muted
- border → border
- ring → brand
Export
4 formats · paste-ready
Tailwind
theme.extend block for tailwind.config.js
CSS variables
:root { --bg, --text, --brand, … } you can paste anywhere
DTCG JSON
W3C Design Tokens Community Group format
Figma Variables
Importable into Figma → Variables → Import
---
name: T-Mobile
tagline: T-Mobile magenta (#E20074) dominates a near-white canvas — Un-carrier loudness in TeleNeo display weight.
updated_at: 2026-05-27T23:16:28.670Z
published_at: 2026-05-27T23:16:28.670Z
author: webdesignhot
source_url: https://www.t-mobile.com
spec: webdesignhot/0.1
quality: curated
featured: false
categories: [saas]
tags: [light, bold, sans, telco, magenta]
preview_swatch: ['#f5f5f5', '#e20074', '#141414']
related: [vodafone, stripe, linear]
description: 'T-Mobile''s marketing web is built around one of the most chromatically uncompromising brand colors in the world — T-Mobile Magenta (`#e20074`), a near-pure fuchsia inherited from parent Deutsche Telekom — used as a full-bleed background, button fill, eyebrow color, headline highlight, plan-card border, network-map fill, and footer canvas. The system pairs that magenta saturation with a near-white off-grey canvas (`#f5f5f5`) and a near-black ink (`#141414`) to keep the brand color readable at scale. Type is TeleNeo Web (Deutsche Telekom''s proprietary corporate sans, descended from TeleGrotesk) at heavy 600/700 weights with negative tracking from `-0.018em` to `-0.03em`, set in monumental 56–80px display sizes that lean into the "Un-carrier" loudness. Layout is plan-comparison-first: three-up tier cards (Essentials → Go5G Plus → Go5G Next), magenta-bordered "best value" callouts, coverage-map hero sections, and store-locator bands that anchor the chrome. The voice is anti-corporate and value-forward — "We''re not the other guys" — with imperative CTAs ("Switch now", "See plans", "Check coverage") that always sit on magenta pills. Two-tier button system: filled magenta pills for primary calls-to-action, magenta-outlined ghost buttons for secondary actions, both with the same 8px radius for chrome consistency. The result reads like a US mobile carrier that refused to look like Verizon (corporate red, square) or AT&T (deep blue, conservative) and instead doubled down on Deutsche Telekom''s 1990s magenta-as-tech-brand heritage.'
# Canonical 8-role aliases (bg / text / brand / border / accent / muted / surface / danger).
# Maps role names to this entry's actual token names so role-aware
# downstream tools resolve `theme.background` → entry's `bg`, etc.
# Auto-generated by scripts/add-aliases.mjs — do not edit manually;
# regenerate after changing color token names.
aliases:
background: bg
foreground: text
primary: brand
primary-foreground: on-brand
muted: text-muted
border: border
ring: brand
colors:
bg: '#f5f5f5' # off-grey canvas — slightly cooler than pure white so magenta pops
bg-page: '#f5f5f5'
bg-white: '#ffffff' # pure white — used inside cards over the off-grey canvas
surface: '#f5f5f5'
surface-soft: '#fafafa' # quiet neutral plane for stacked sections
surface-strong: '#ebebeb' # rare divider band between editorial modules
surface-dark: '#141414' # near-black surface — footer, network-map illustration backdrop
surface-magenta: '#e20074' # full-bleed magenta promo bands ("Switch today")
surface-magenta-soft: '#fce6f1' # palest magenta tint — selected plan card background, success chips
brand: '#e20074' # T-Mobile Magenta — the signature, inherited from Deutsche Telekom
brand-deep: '#a30055' # darker magenta for hover/pressed states and small-type magenta meta
brand-bright: '#ff1ea3' # rare brighter magenta — promotional sticker text, "NEW" callouts
brand-dim: '#bd0061' # quieter magenta variant used for outlined ghost-button borders on small surfaces
text: '#141414' # near-black ink — body and headline default
text-strong: '#000000' # rare full black — used for legal disclaimers only
text-muted: '#6e6e6e' # secondary body grey — meta, footnotes, plan comparison fine print
text-soft: '#a8a8a8' # disabled grey
text-on-dark: '#fbfbfb' # near-white reverse — used on near-black footer and magenta bands
text-on-brand: '#fbfbfb' # near-white on magenta CTAs (NOT pure #ffffff — matches Deutsche Telekom convention)
text-magenta: '#e20074' # magenta-as-ink — used on eyebrows, links, in-paragraph highlight
link: '#e20074' # links inherit the brand magenta — no separate link blue
link-hover: '#a30055' # darker magenta on hover
link-visited: '#7a2160' # rare visited state
border: '#000000' # bold 1–2px black border on cards and pills — Un-carrier chrome decision
border-soft: '#d4d4d4' # quiet hairline divider between rows
border-strong: '#141414' # same as default text — used on focus states
border-magenta: '#e20074' # magenta-outlined ghost buttons and "best value" plan-card borders
border-on-dark: 'rgba(255,255,255,0.18)' # hairline column dividers on near-black footer
scrim: 'rgba(20,20,20,0.55)' # modal backdrop using near-black
shadow-card: 'rgba(0,0,0,0.06)' # subtle card lift — used sparingly on plan-comparison shelves
shadow-elev: 'rgba(0,0,0,0.12)' # modal / popover elevation
on-brand: '#fbfbfb'
success: '#1f8a3a' # success green
warning: '#cc7a00' # warning amber
danger: '#c5002a' # error red — distinct from brand magenta
info: '#0073d1' # informational blue — rare, status banners only
typography:
display:
family: '"TeleNeo Web", "TeleNeo", "Helvetica Neue", Helvetica, Arial, sans-serif'
weights: [500, 600, 700, 800]
opentype-features: []
body:
family: '"TeleNeo Web", "TeleNeo", "Helvetica Neue", Helvetica, Arial, sans-serif'
weights: [400, 500, 600, 700]
mono:
family: 'ui-monospace, SFMono-Regular, "SF Mono", Menlo, monospace'
weights: [400, 500]
scale:
display-hero: { size: 80, weight: 700, lineHeight: 1.0, tracking: '-0.03em', family: display }
display-lg: { size: 56, weight: 700, lineHeight: 1.05, tracking: '-0.02em', family: display }
h1: { size: 40, weight: 700, lineHeight: 1.1, tracking: '-0.018em', family: display }
h2: { size: 32, weight: 600, lineHeight: 1.2, tracking: '-0.012em', family: display }
h3: { size: 24, weight: 600, lineHeight: 1.25, tracking: '-0.005em', family: display }
h4: { size: 20, weight: 600, lineHeight: 1.3, tracking: '0', family: body }
h5: { size: 18, weight: 600, lineHeight: 1.35, tracking: '0', family: body }
lead: { size: 20, weight: 400, lineHeight: 1.45, tracking: '0', family: body }
body-lg: { size: 18, weight: 400, lineHeight: 1.55, tracking: '0', family: body }
body: { size: 16, weight: 400, lineHeight: 1.55, tracking: '0', family: body }
body-bold: { size: 16, weight: 600, lineHeight: 1.55, tracking: '0', family: body }
body-sm: { size: 14, weight: 400, lineHeight: 1.5, tracking: '0', family: body }
label: { size: 13, weight: 500, lineHeight: 1.4, tracking: '0', family: body }
eyebrow-magenta: { size: 14, weight: 600, lineHeight: 1.4, tracking: '0.08em', family: body, transform: uppercase }
plan-price-display: { size: 64, weight: 700, lineHeight: 1.0, tracking: '-0.02em', family: display }
plan-price-cents: { size: 24, weight: 600, lineHeight: 1.0, tracking: '0', family: display }
caption: { size: 12, weight: 500, lineHeight: 1.4, tracking: '0.02em', family: body }
legal: { size: 11, weight: 400, lineHeight: 1.5, tracking: '0', family: body }
button-primary: { size: 16, weight: 600, lineHeight: 1.0, tracking: '0', family: body }
button-compact: { size: 14, weight: 600, lineHeight: 1.0, tracking: '0', family: body }
radius:
micro: 2
sm: 4
md: 8 # buttons, inputs, small plan cards
lg: 12 # plan-comparison cards, feature tiles
xl: 16 # promotional callout cards
xxl: 24 # marquee promotional hero cards
pill: 9999 # status chips, "NEW" stickers, segmented controls
spacing:
base: 4
scale: [0, 4, 8, 12, 16, 20, 24, 32, 48, 64, 96, 128]
layout:
page-width: 1280
prose-width: 720
header-height: 64
promo-band-height: 56 # full-bleed magenta promo bar above main nav
plan-card-min-width: 320 # plan-comparison card minimum
section-vertical: 96
components:
button-magenta-fill:
bg: '#e20074'
color: '#fbfbfb'
radius: 8
padding: '14px 24px'
border: 'none'
height: 48
font: button-primary
use: 'Primary CTA — Switch now, See plans, Check coverage. Magenta fill, near-white text, 8px radius.'
button-magenta-pill:
bg: '#e20074'
color: '#fbfbfb'
radius: 9999
padding: '14px 28px'
border: 'none'
height: 48
font: button-primary
use: 'Promotional CTA — used in marquee hero cards and seasonal campaigns. Fully pill-shaped for emphasis.'
button-ghost-magenta:
bg: 'transparent'
color: '#e20074'
radius: 8
padding: '14px 24px'
border: '2px solid #e20074'
height: 48
font: button-primary
use: 'Secondary CTA — Learn more, Compare plans. Magenta outline, magenta text, no fill.'
button-ghost-dark:
bg: 'transparent'
color: '#141414'
radius: 8
padding: '14px 24px'
border: '2px solid #141414'
height: 48
font: button-primary
use: 'Tertiary CTA — on near-white canvas where magenta would be too loud. Black outline.'
button-ghost-light:
bg: 'transparent'
color: '#fbfbfb'
radius: 8
padding: '14px 24px'
border: '2px solid #fbfbfb'
height: 48
font: button-primary
use: 'Reverse ghost — sits on magenta or near-black surfaces. White outline, white text.'
card-plan:
bg: '#ffffff'
color: '#141414'
radius: 12
padding: '32px 24px'
border: '1px solid #d4d4d4'
use: 'Standard plan-tier card — Essentials. White on off-grey canvas, hairline border, internal price + feature list.'
card-plan-featured:
bg: '#ffffff'
color: '#141414'
radius: 12
padding: '32px 24px'
border: '2px solid #e20074'
use: 'Featured plan card — Go5G Plus or Go5G Next. Magenta 2px border, "Most Popular" magenta ribbon at top.'
card-feature:
bg: '#ffffff'
color: '#141414'
radius: 16
padding: '32px'
border: 'none'
use: 'Feature highlight tile — Netflix on Us, in-flight Wi-Fi, etc. No border; subtle shadow.'
card-promo-magenta:
bg: '#e20074'
color: '#fbfbfb'
radius: 24
padding: '48px 40px'
border: 'none'
use: 'Marquee promotional card — full magenta fill, white headline + white ghost-outline CTA. Used for limited-time offers.'
pill-tag-magenta:
bg: '#e20074'
color: '#fbfbfb'
radius: 9999
padding: '6px 14px'
font: caption
use: 'Selected-state chip, "Most Popular" / "NEW" ribbon. Solid magenta fill, near-white uppercase text.'
pill-tag-magenta-soft:
bg: '#fce6f1'
color: '#a30055'
radius: 9999
padding: '6px 14px'
font: caption
use: 'Quiet magenta-tint chip — secondary tags, plan-feature labels. Pale magenta background, dark magenta text.'
pill-tag-neutral:
bg: '#ebebeb'
color: '#141414'
radius: 9999
padding: '6px 14px'
font: caption
use: 'Neutral filter chip — unselected segmented control items.'
promo-band:
bg: '#e20074'
color: '#fbfbfb'
radius: 0
height: 56
use: 'Full-bleed magenta promo bar above main nav — limited-time offer copy + inline CTA link.'
nav-bar:
bg: '#ffffff'
color: '#141414'
height: 64
padding: '0 32px'
border-bottom: '1px solid #d4d4d4'
use: 'Top nav — white background, near-black links, magenta T-Mobile wordmark on left, primary CTA pill on right.'
text-input:
bg: '#ffffff'
color: '#141414'
radius: 8
padding: '12px 16px'
border: '1px solid #d4d4d4'
height: 48
use: 'Form input — white fill, hairline grey border, near-black text. Focus ring is 2px magenta inset.'
coverage-map:
bg: '#141414'
color: '#fbfbfb'
radius: 16
use: 'Network coverage map — near-black landmass, magenta-filled 5G coverage polygons, white US state outlines, magenta legend markers.'
store-locator-card:
bg: '#ffffff'
color: '#141414'
radius: 12
padding: '20px'
border: '1px solid #d4d4d4'
use: 'Store result card — store name (h5), address (body-sm), distance (caption), magenta "Get directions" link.'
footer:
bg: '#141414'
color: '#fbfbfb'
radius: 0
padding: '64px 32px'
use: 'Universal footer — near-black background, 5-column white link grid, magenta T-Mobile mark bottom-left, legal line in 11px grey.'
motion:
ease-standard: 'cubic-bezier(0.4, 0, 0.2, 1)'
ease-emphasized: 'cubic-bezier(0.2, 0, 0, 1)'
duration-fast: 150
duration-standard: 240
duration-slow: 320
button-press: 'magenta button: opacity drops to 0.92 on :active over 150ms'
button-hover: 'magenta-fill button: bg shifts to brand-deep (#a30055) over 200ms'
ghost-hover: 'ghost-magenta button: bg fills to surface-magenta-soft (#fce6f1) over 200ms; text and border hold'
card-hover: 'plan card: 2px shadow lift over 200ms; magenta border on featured cards holds'
link-hover: 'inline magenta link: underline thickens 1px → 2px over 150ms; color shifts to brand-deep'
promo-band: 'no animation — static magenta bar above nav'
reduced-motion: 'respects prefers-reduced-motion: reduce — card shadow-lift suppressed, opacity transitions preserved at 100ms'
breakpoints:
mobile: 640
mobile-large: 767
tablet: 1024
desktop: 1280
wide: 1536
shadows:
ambient: 'none — system is mostly flat with occasional card lift'
card-rest: '0 1px 2px rgba(0,0,0,0.04)'
card-hover: '0 8px 24px rgba(0,0,0,0.08)'
modal: '0 16px 40px rgba(20,20,20,0.16)'
ring: 'inset 0 0 0 2px #e20074'
philosophy: 'T-Mobile uses shadow sparingly — the magenta brand color does the visual heavy lifting. Shadow appears mostly as a hover affordance on plan cards, not as a baseline elevation. Most surfaces are flat blocks of color separated by hairline borders or the canvas-vs-white surface shift.'
accessibility:
contrast-text-on-bg: 16.5 # #141414 on #f5f5f5 — AAA
contrast-text-on-brand: 4.6 # #fbfbfb on #e20074 — AA at body (just), AAA at large
contrast-text-on-dark: 16.8 # #fbfbfb on #141414 — AAA
contrast-link-on-bg: 5.4 # #e20074 on #f5f5f5 — AA at body, AAA at large
contrast-mute-on-bg: 4.7 # #6e6e6e on #f5f5f5 — AA at body sizes
focus-ring: 'inset 0 0 0 2px #e20074 — magenta focus ring on inputs and buttons'
reduced-motion-honored: true
touch-target-min: 44
keyboard-nav: 'Tab cycles promo band → main nav → primary CTA → hero CTA → plan card group → feature tiles → footer. Skip-link present at very top.'
aria-patterns: 'plan-comparison cards use role="group" with aria-label; promo band uses role="region" aria-label="Current promotion"; coverage map uses role="img" with descriptive aria-label.'
dark-mode: null # Light-only — T-Mobile.com is light-only. The near-black footer and coverage-map surfaces are contrast within the light theme, not a separate mode.
---
## 1. Visual Theme & Atmosphere
T-Mobile's marketing web carries the unmistakable swagger of a brand that refuses to look like the other US carriers. Where Verizon owns corporate fire-engine red and AT&T sits in a deep, conservative blue, T-Mobile inherits its visual identity from parent Deutsche Telekom: a near-pure magenta (`#e20074`) so chromatically distinctive that the brand has fought legal battles to protect it as a trademark. The whole web system is organized around making that single magenta sing — at scale, repeatedly, without apology.
The canvas is a near-white off-grey (`#f5f5f5`), slightly cooler than pure white, chosen specifically to make magenta pop without screaming. Body text sits in a near-black ink (`#141414`) rather than pure black, and the overall surface tone is calm, almost flat, so the magenta accents — buttons, eyebrows, plan-card borders, "Most Popular" ribbons, coverage-map fills, promo bands, footer marks — become the only thing the eye latches onto. Pages don't whisper their brand voice; they shout it through one color, used everywhere.
The typography is TeleNeo Web (Deutsche Telekom's proprietary corporate sans, descended from TeleGrotesk), set heavy. Display headlines run 56–80px at weight 700 with aggressive negative tracking (`-0.02em` to `-0.03em`), creating a typographic voice that's confident, modern, and slightly aggressive — appropriate for a brand whose marketing position is literally "We're not the other guys." Plan prices are set at 64px weight 700 with the `/mo` qualifier tucked alongside in 24px — a financial-content typographic device that lets a number do the work without ornamental dollar-sign treatment.
The page rhythm is plan-comparison-first. A typical page opens with a full-bleed magenta promo band above the nav (limited-time offer copy + inline CTA), then white nav, then a hero with a monumental headline and a magenta-fill pill CTA, then a three-up plan-tier shelf (Essentials → Go5G Plus → Go5G Next) where the middle "Most Popular" card carries a 2px magenta border and a magenta ribbon, then a coverage-map section against the near-black surface with magenta-fill 5G polygons, then a store-locator band, then the near-black footer with the magenta T-Mobile mark anchored bottom-left. The recipe is consistent enough that any T-Mobile page can be reverse-engineered from those six bands.
What makes T-Mobile feel distinctly Un-carrier rather than just generically telco is the *quantity* of magenta. Vodafone uses brand red sparingly — band dividers and CTAs, surrounded by white space. T-Mobile uses magenta liberally — as background, foreground, border, fill, accent, *and* footer brand mark. The discipline is in the canvas choice (off-grey, not white) and the type-weight choice (heavy, not light), which together prevent the saturation from feeling cheap or shouty. It's a brand that has earned permission to be loud through 25 years of consistent visual commitment.
**Key Characteristics:**
- T-Mobile Magenta (`#e20074`) used liberally — backgrounds, fills, borders, eyebrows, ribbons, map polygons, footer brand mark
- Off-grey canvas (`#f5f5f5`) intentionally cooler than pure white to make magenta sing
- TeleNeo Web display type at 56–80px weight 700 with aggressive `-0.02em`/`-0.03em` tracking — Un-carrier loudness
- Universal page rhythm: magenta promo band → white nav → monumental hero → three-up plan shelf → coverage map → store band → near-black footer
- Plan-comparison cards: white fill on off-grey canvas, hairline border default, **2px magenta border on the featured tier** with a magenta "Most Popular" ribbon
- Near-black `#141414` doubles as footer AND coverage-map illustration backdrop — a single surface for institutional moments
- Two-tier button system: magenta-fill 8px-radius pills for primary CTAs, magenta-outlined ghost for secondary, both load-bearing
- Text-on-brand uses near-white `#fbfbfb` not pure `#ffffff` — a Deutsche Telekom convention inherited from the parent brand
- Anti-corporate voice ("Switch now", "See plans") — imperative, value-forward, slightly irreverent
- Inherits the 1990s magenta-as-tech-brand tradition from Deutsche Telekom, who registered the color as a trademark in 2000
## 2. Color Palette & Roles
### Primary
- **T-Mobile Magenta** (`#e20074`): the brand's signature, inherited from parent Deutsche Telekom and registered as a trademark color. Used for primary CTA backgrounds, the T-Mobile wordmark, full-bleed promo bands above the nav, eyebrow labels, in-paragraph link color, featured plan-card borders, coverage-map 5G polygons, the footer brand mark, and "Most Popular" ribbons. There is no substitute and no permitted tint variation in marketing surfaces.
### Brand & Dark
- **T-Mobile Magenta Deep** (`#a30055`): a darker magenta used for hover/pressed states on primary buttons, link-hover color, and small-type magenta meta where the brand magenta would be too bright. Provides AAA contrast on white surfaces.
- **T-Mobile Magenta Bright** (`#ff1ea3`): a rare brighter magenta used for promotional sticker text and "NEW" callouts — never as a primary color, only as a moment-of-emphasis accent.
- **T-Mobile Magenta Dim** (`#bd0061`): a quieter magenta used for outlined ghost-button borders on small surfaces where the full brand magenta would visually crowd.
- **Magenta Soft Tint** (`#fce6f1`): the palest magenta wash — used for selected plan-card backgrounds, ghost-button hover fills, and success chips that want to feel branded without using full magenta.
### Accent
T-Mobile does not maintain a second accent hue. The brand commits to a single-color identity. Any color outside the magenta family appears only in semantic states (success green, warning amber, danger red, info blue) and is never used decoratively.
### Surface & Background
- **Off-Grey Canvas** (`#f5f5f5`): the dominant editorial canvas — page background, section background, default surface. Slightly cooler than pure white, chosen specifically to make magenta accents pop without harsh contrast.
- **Pure White** (`#ffffff`): used inside cards over the off-grey canvas — plan cards, feature tiles, inputs. Creates a subtle two-tone surface hierarchy.
- **Surface Soft** (`#fafafa`): quiet neutral plane for stacked content sections needing a hint of separation from the canvas.
- **Surface Strong** (`#ebebeb`): rare divider band between editorial modules where a hairline border would be too quiet.
- **Surface Dark** (`#141414`): near-black surface used for the footer and the coverage-map illustration backdrop. Same value used for body text — the surface and the ink share a hue, which keeps the dark moments feeling intentional rather than decorative.
- **Surface Magenta** (`#e20074`): full-bleed magenta used for the promo band above the nav and for marquee promotional cards.
- **Surface Magenta Soft** (`#fce6f1`): pale magenta tint for selected plan-card backgrounds.
### Interactive
- **Link** (`#e20074`): all in-paragraph links use brand magenta — no separate link-blue is reserved. Underlined at rest.
- **Link Hover** (`#a30055`): darker magenta on hover, underline thickens to 2px.
- **Visited** (`#7a2160`): rare, mostly suppressed in marketing surfaces.
- **Focus Ring**: inset 2px brand magenta on all focusable controls — preserves chromatic discipline (no accessibility-blue ring).
- **Disabled** (`#a8a8a8`): inactive control text and disabled button labels.
### Neutral Scale
- **Near-Black Ink** (`#141414`): default heading and body text on light surfaces. Near-black with no color tint, chosen over pure black for slightly softer reading contrast.
- **Pure Black** (`#000000`): rare — used only for legal disclaimers and the bold 1–2px card borders that anchor plan-comparison shelves.
- **Secondary Body Grey** (`#6e6e6e`): meta text, footnotes, plan-comparison fine print, feature secondary copy.
- **Disabled Grey** (`#a8a8a8`): inactive control text.
- **Near-White Reverse** (`#fbfbfb`): white text on dark surfaces — used on the near-black footer and on magenta CTAs. Notably **not** pure `#ffffff` — this follows Deutsche Telekom convention where on-brand white is deliberately offset to feel warmer against the saturated magenta.
### Surface & Borders
- **Border default** (`#000000`): bold 1–2px black border on cards and some pills — a deliberate Un-carrier chrome decision that gives surfaces a crisp, almost editorial outline.
- **Border soft** (`#d4d4d4`): quiet hairline divider between rows and on text inputs.
- **Border strong** (`#141414`): same as default text, used on focus states for non-magenta controls.
- **Border magenta** (`#e20074`): magenta-outlined ghost buttons and the 2px outline on "Most Popular" plan cards.
- **Border on dark** (`rgba(255,255,255,0.18)`): hairline column dividers on the near-black footer.
### Shadow Colors
T-Mobile uses shadow sparingly. The few tokens are reserved for plan-card hover lift and modal elevation. Most surfaces are flat blocks of color separated by hairline borders or the canvas-vs-white surface shift.
- **Card rest**: `0 1px 2px rgba(0,0,0,0.04)` — subtle baseline lift on plan cards
- **Card hover**: `0 8px 24px rgba(0,0,0,0.08)` — pronounced lift on plan-card hover, signaling interactivity
- **Modal**: `0 16px 40px rgba(20,20,20,0.16)` — modal/popover elevation
- **Inset ring**: `inset 0 0 0 2px #e20074` — focus state
### Semantic
- **Success Green** (`#1f8a3a`): confirmation states (plan switched, address verified), distinct from magenta to avoid color collision
- **Warning Amber** (`#cc7a00`): advisory banners (coverage gap, plan-change pending)
- **Danger Red** (`#c5002a`): error states — deliberately differentiated from brand magenta to prevent semantic ambiguity
- **Info Blue** (`#0073d1`): rare informational banners (system notices) — the only blue in the system
### Gradient System
T-Mobile's design is intentionally gradient-free. The brand commits to flat color blocks. The only tonal variation is occasional photography (lifestyle shots of people using phones, store imagery) which carries its own depth via natural light. No CSS gradients on buttons, cards, or surfaces.
## 3. Typography Rules
### Font Family
- **Primary**: `TeleNeo Web` — Deutsche Telekom's proprietary corporate sans-serif, used across all Deutsche Telekom brands worldwide (Telekom, T-Mobile, T-Systems). Descended from TeleGrotesk, redesigned in 2017 by MetaDesign.
- **Fallback chain**: `"TeleNeo Web", "TeleNeo", "Helvetica Neue", Helvetica, Arial, sans-serif`
- **Rendering**: `font-smoothing: antialiased`. OpenType features are not aggressively used — the system relies on weight, tracking, and scale.
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | Transform | Notes |
|------|------|------|--------|-------------|----------------|-----------|-------|
| display-hero | TeleNeo | 80 | 700 | 1.0 | -0.03em | — | Hero flagship — "Get Go5G Next" / homepage anchor |
| display-lg | TeleNeo | 56 | 700 | 1.05 | -0.02em | — | Secondary hero / full-bleed section heads |
| h1 | TeleNeo | 40 | 700 | 1.1 | -0.018em | — | Page titles, section anchors |
| h2 | TeleNeo | 32 | 600 | 1.2 | -0.012em | — | Sub-section headers, plan-shelf titles |
| h3 | TeleNeo | 24 | 600 | 1.25 | -0.005em | — | Feature-tile titles, card cluster heads |
| h4 | TeleNeo | 20 | 600 | 1.3 | 0 | — | Plan-card titles ("Go5G Plus"), feature labels |
| h5 | TeleNeo | 18 | 600 | 1.35 | 0 | — | Store-result names, compact module titles |
| lead | TeleNeo | 20 | 400 | 1.45 | 0 | — | Introductory paragraphs under display headlines |
| body-lg | TeleNeo | 18 | 400 | 1.55 | 0 | — | Long-form content, prominent copy |
| body | TeleNeo | 16 | 400 | 1.55 | 0 | — | Default paragraph |
| body-bold | TeleNeo | 16 | 600 | 1.55 | 0 | — | Emphasized inline phrases |
| body-sm | TeleNeo | 14 | 400 | 1.5 | 0 | — | Plan-feature descriptions, secondary copy |
| label | TeleNeo | 13 | 500 | 1.4 | 0 | — | Form labels, table headers |
| eyebrow-magenta | TeleNeo | 14 | 600 | 1.4 | 0.08em | UPPERCASE | Magenta section eyebrows ("LIMITED TIME", "5G NETWORK") |
| plan-price-display | TeleNeo | 64 | 700 | 1.0 | -0.02em | — | Plan tier price — "$90" |
| plan-price-cents | TeleNeo | 24 | 600 | 1.0 | 0 | — | "/mo" qualifier set alongside plan-price-display |
| caption | TeleNeo | 12 | 500 | 1.4 | 0.02em | — | Footer meta, image captions, plan-card fine print |
| legal | TeleNeo | 11 | 400 | 1.5 | 0 | — | Legal disclaimers, footnote text |
| button-primary | TeleNeo | 16 | 600 | 1.0 | 0 | — | Primary filled button label |
| button-compact | TeleNeo | 14 | 600 | 1.0 | 0 | — | Compact button label |
### Principles
- **Heavy display, balanced body**: the system commits to 700-weight display type at large sizes — there is no light-weight display tier. Body sits at 400, with 600 reserved for emphasis and labels. Three weights do the entire job.
- **Aggressive negative tracking on display**: display sizes use `-0.018em` to `-0.03em` letter-spacing, creating a dense, confident headline voice. Body and labels use 0 or slightly positive tracking.
- **Uppercase reserved for eyebrows and tiny labels**: only eyebrows (14/600 magenta) and captions (12/500) use uppercase. Headlines are always sentence case.
- **Plan prices are a typographic system**: the `plan-price-display` (64/700) and `plan-price-cents` (24/600) form a coupled pair — number large, qualifier small, set on the same baseline. This is the financial-content signature of the brand.
- **Magenta-as-ink for eyebrows and links**: brand magenta runs not just as background but as text color — eyebrows above headlines, inline links inside paragraphs. This is what creates the brand's "magenta everywhere" feeling.
- **No italics in marketing**: emphasis uses weight 600, never italic. The system rejects italic as too literary for the Un-carrier voice.
- **Near-white on-brand text**: text on magenta surfaces uses `#fbfbfb` (near-white) rather than pure `#ffffff`. This is a Deutsche Telekom convention — pure white can feel harsh against the saturated magenta; a slightly warmer near-white blends better.
### Note on Font Substitutes
TeleNeo Web is licensed exclusively to Deutsche Telekom. When recreating in open systems, substitute with **Inter** at weights 400/600/700 with letter-spacing tightened by ~2–3% at display sizes (60px+), or **Plus Jakarta Sans** at the same weights. **Helvetica Neue** at 400/700 is the closest commercially-available match for the geometry. Adjust line-height to 1.0–1.05 for display tiers and 1.55 for body to approximate TeleNeo's vertical rhythm.
## 4. Component Stylings
T-Mobile operates a **two-tier primary button system** much like Vodafone — but where Vodafone splits utility (sharp rectangles) from editorial (rounded pills), T-Mobile splits *fill density* (filled magenta vs outlined ghost) while keeping the 8px corner radius constant across both. This produces a more chrome-consistent button family — both variants read as part of the same kit.
### Buttons
**`button-magenta-fill`** — Primary Magenta Fill (default CTA)
- Background: T-Mobile Magenta (`#e20074`)
- Text: Near-White (`#fbfbfb`), 16/600
- Padding: 14px vertical / 24px horizontal
- Border radius: 8px
- Height: 48px
- Default: solid magenta fill, near-white label
- Hover: bg shifts to brand-deep (`#a30055`) over 200ms
- Active: opacity drops to 0.92 on press
- Use: "Switch now", "See plans", "Check coverage", "Get started" — the workhorse primary CTA
**`button-magenta-pill`** — Promotional Magenta Pill (marquee CTAs)
- Background: T-Mobile Magenta (`#e20074`)
- Text: Near-White (`#fbfbfb`), 16/600
- Padding: 14px / 28px
- Border radius: 9999px (fully pill-shaped)
- Use: Marquee hero cards, seasonal campaigns — when the moment needs extra visual emphasis beyond the standard 8px-radius button
**`button-ghost-magenta`** — Magenta Outline Ghost (secondary CTA)
- Background: transparent
- Text: T-Mobile Magenta (`#e20074`), 16/600
- Border: 2px solid `#e20074`, radius 8px
- Padding: 14px / 24px
- Hover: bg fills to surface-magenta-soft (`#fce6f1`) over 200ms; text and border hold
- Use: "Learn more", "Compare plans" — paired alongside a magenta-fill primary
**`button-ghost-dark`** — Black Outline Ghost (tertiary on light)
- Background: transparent
- Text: Near-Black (`#141414`), 16/600
- Border: 2px solid `#141414`, radius 8px
- Use: When magenta would be visually loud — tertiary actions in dense layouts
**`button-ghost-light`** — Reverse Ghost (sits on magenta or near-black surfaces)
- Background: transparent
- Text: Near-White (`#fbfbfb`), 16/600
- Border: 2px solid `#fbfbfb`, radius 8px
- Use: CTAs inside magenta promo cards or on the near-black footer
### Cards & Containers
**`card-plan`** — Standard plan-tier card
- Background: Pure White (`#ffffff`) on the off-grey canvas
- Border: 1px solid `#d4d4d4`, radius 12px
- Padding: 32px vertical, 24px horizontal
- Internal layout: plan name (h4) → 8px → plan-price-display + plan-price-cents → 24px → feature list (body-sm) → 32px → CTA (button-magenta-fill, full-width)
- Shadow at rest: `0 1px 2px rgba(0,0,0,0.04)`
- Hover: shadow lifts to `0 8px 24px rgba(0,0,0,0.08)` over 200ms
**`card-plan-featured`** — Featured plan-tier card (Go5G Plus / Go5G Next)
- Same as `card-plan` but with **2px solid magenta border** (`#e20074`)
- "Most Popular" magenta ribbon at top — full-width strip, 32px tall, magenta fill, near-white uppercase eyebrow text, sits flush with the card's top corners (12px top radius matches)
- This card is the visual anchor of the plan shelf
**`card-feature`** — Feature highlight tile (Netflix on Us, in-flight Wi-Fi)
- Background: Pure White, radius 16px, no border
- Padding: 32px uniform
- Icon at top (24–48px), then h3 title, then body-sm description
- Subtle shadow at rest, no hover lift
**`card-promo-magenta`** — Marquee promotional card
- Background: T-Mobile Magenta (`#e20074`)
- Text: Near-White (`#fbfbfb`)
- Radius: 24px
- Padding: 48px vertical, 40px horizontal
- Headline in display-lg (56/700) near-white, lead paragraph in body-lg near-white, CTA is button-ghost-light
- Used for limited-time-offer marquee blocks on the homepage
### Inputs & Forms
**`text-input`**
- Background: Pure White
- Text: Near-Black (`#141414`), 16/400
- Border: 1px solid `#d4d4d4`, radius 8px
- Padding: 12px / 16px, height 48px
- Focus: 2px inset magenta ring (`#e20074`), border shifts to `#141414`
- Error: 1px border shifts to danger (`#c5002a`), error message in body-sm danger
**Form labels**
- 13/500 near-black above the input, 8px gap
- Required indicator: small magenta asterisk
### Navigation
**Top bar**
- Background: Pure White
- Height: 64px desktop, 56px mobile
- Border-bottom: 1px solid `#d4d4d4`
- Logo: T-Mobile wordmark in brand magenta, 32px tall, left-aligned
- Nav links: 16/500 near-black, 24px horizontal spacing
- Right utility: search icon, locale, account, then primary `button-magenta-fill` CTA ("Find a store" or "Shop")
- Hover state on nav link: underline appears in magenta over 150ms
**Promo band (above nav)**
- Background: T-Mobile Magenta (`#e20074`)
- Text: Near-White, 14/600 with inline white-underlined CTA link
- Height: 56px desktop, 48px mobile
- Sits flush above the nav at the very top of the page
- Used for limited-time offer copy ("Switch now and get $200 off")
- No close button — band is always present when active campaign exists
**Mobile collapse**
- At ~767px the horizontal nav collapses into a hamburger
- Mobile menu opens as full-screen white overlay, 18/500 link rows, 16px vertical padding per row
- Magenta accents preserved: T-Mobile wordmark stays magenta, primary CTA stays magenta-fill
### Image Treatment
- **Hero**: lifestyle photography (people using phones outdoors, store interiors) with natural light — no CSS gradient overlay. Magenta brand elements (CTAs, eyebrows) sit alongside, not on top of, imagery
- **Card thumbnails**: 16:9 or 4:3, 12px corner radius
- **Coverage map**: full-bleed near-black surface with magenta-fill 5G polygons (see `coverage-map` component)
- **Round portraits**: 100% (perfect circle) for testimonial avatars and team-page photos
- **Loading**: lazy-loading on scroll; subtle 200ms fade-in on viewport entry
- **No decorative borders** — radius and shadow do the framing
### Tag Pills / Badges
**`pill-tag-magenta`** — Selected / featured chip
- Background: T-Mobile Magenta (`#e20074`)
- Text: Near-White, 12/500 uppercase
- Padding: 6px / 14px, radius 9999px (fully pill)
- Use: "Most Popular" ribbon, "NEW" sticker, selected segmented-control state
**`pill-tag-magenta-soft`** — Quiet branded chip
- Background: Magenta Soft Tint (`#fce6f1`)
- Text: Brand Deep Magenta (`#a30055`), 12/500
- Use: Secondary tags, plan-feature labels that want brand identity without full saturation
**`pill-tag-neutral`** — Filter chip
- Background: Surface Strong (`#ebebeb`)
- Text: Near-Black, 12/500
- Use: Unselected segmented-control items, neutral filter pills
### Magenta Promo Band
A signature reusable component above the top nav:
- Full-bleed magenta strip, 56px tall on desktop
- Inline near-white 14/600 copy + underlined near-white CTA link
- Carries seasonal offer messaging ("Switch now and get $200 off your first month")
- Always sits at the top of the viewport — no dismiss control
- On mobile, copy abbreviates; height shrinks to 48px
### Coverage Map Panel
- Background: Near-Black (`#141414`)
- Landmass: rendered in `#1f1f1f` slightly lighter than the surface
- US state outlines: 1px near-white (`#fbfbfb`)
- 5G coverage polygons: filled with brand magenta (`#e20074`) at varying opacity to indicate signal strength
- Legend: top-left, magenta swatches with near-white uppercase labels ("5G Ultra Capacity", "5G Extended Range", "4G LTE")
- Interactive: zip-code input in 8px-radius magenta-focus-ring input, search button is button-magenta-fill
- Use: dedicated "Check coverage" section on homepage and on plans pages
### Plan-Comparison Shelf
The most distinctive layout pattern on T-Mobile.com:
- Three-up grid at desktop (Essentials → Go5G Plus → Go5G Next)
- Center card is `card-plan-featured` with magenta border and "Most Popular" ribbon
- All cards share the same vertical rhythm: name → price → feature list → CTA
- Cards align baselines (price displays land on the same line across all three cards)
- Below the shelf: comparison link in magenta with arrow icon ("Compare all plans →")
- Mobile: cards stack 1-up, featured card stays in the middle position
### Footer
A universal component:
- Background: Near-Black (`#141414`)
- Padding: 64px vertical, 32px horizontal
- Layout: 5-column near-white link grid (Why T-Mobile / Plans / Phones / Coverage / Support)
- T-Mobile wordmark in brand magenta, bottom-left, 40px tall
- Social row: small magenta-on-near-black icon links
- Legal line: 11/400 grey at very bottom
- Divider hairlines: `rgba(255,255,255,0.18)` between column group and legal row
## 5. Layout Principles
### Spacing System
Base unit: **4px**. The 16px, 24px, and 32px values appear across nearly every page as the system's primary rhythm constants.
| Token | Value | Use |
|-------|-------|-----|
| 2xs | 4px | Hairline gaps, icon-to-text in tight controls |
| xs | 8px | Eyebrow-to-headline gap, button label-to-icon |
| sm | 12px | Form label-to-input, tag-pill padding |
| md | 16px | Card internal text rhythm, button vertical padding base |
| lg | 24px | Card-to-card spacing, plan-card horizontal padding |
| xl | 32px | Section intro-to-content breaks, plan-card vertical padding |
| 2xl | 48px | Section padding, marquee card padding |
| 3xl | 64px | Section vertical rhythm, footer padding |
| 4xl | 96px | Major editorial module separation |
| 5xl | 128px | Hero-to-content separation on flagship pages |
### Grid & Container
- Max content width: **1280px** — slightly tighter than Vodafone's 1440px, prioritizing readability over screen-filling
- Prose-width cap: 720px for long-form pages
- Plan-comparison shelf: 3-up at desktop (1024px+), 2-up at tablet (768–1023px), stacked 1-up at mobile (<768px)
- Feature tile grid: 4-up at desktop, 2-up at tablet, 1-up at mobile
- Horizontal padding: 32px desktop, 20px tablet, 16px mobile
- Gutters between cards: 24px desktop, 16px mobile
- Full-bleed surfaces (promo band, coverage map, footer): always edge-to-edge at every breakpoint
### Whitespace Philosophy
T-Mobile's canvas is more generous than dense SaaS marketing pages but tighter than Vodafone's editorial spread. Sections are separated by 64–96px vertical rhythm. Within cards, spacing is efficient (16–24px) so plan features can fit comfortably without scroll. The brand uses whitespace not as a luxury good but as a frame around the magenta moments — the off-grey canvas exists specifically to make the magenta accents (CTAs, ribbons, eyebrows) read as the loudest element on every fold.
### Section Cadence
The universal page rhythm:
1. Full-bleed magenta promo band (when active campaign)
2. White nav bar with magenta wordmark and magenta-fill primary CTA
3. Hero — monumental display headline + magenta-fill pill CTA, optionally with lifestyle photography to one side
4. Plan-comparison shelf (three-up cards, middle featured with magenta border)
5. Feature tiles (Netflix on Us, in-flight Wi-Fi, 5G access)
6. Coverage map section (near-black surface, magenta polygons)
7. Store-locator band
8. Near-black footer with magenta T-Mobile mark
This rhythm is consistent enough that any T-Mobile page can be reverse-engineered by repeating this eight-step recipe.
## 6. Shapes & Radius Scale
| Token | Value | Use |
|-------|-------|-----|
| micro | 2px | Hairline indicators, tiny status markers |
| sm | 4px | Small image thumbnails, micro chips |
| md | 8px | Buttons, inputs, small plan cards — the system's workhorse radius |
| lg | 12px | Plan-comparison cards, feature tiles, store-locator cards |
| xl | 16px | Feature highlight tiles, coverage map container |
| xxl | 24px | Marquee promotional cards (full-bleed magenta promo blocks) |
| pill | 9999px | Status chips, "NEW" stickers, segmented controls, optional pill CTAs |
The most distinctive shape decision is the **constant 8px radius across both filled and outlined buttons** — unlike Vodafone's tight 2px rectangles paired with 60px editorial pills, T-Mobile keeps button corners consistent, letting the fill/outline distinction (rather than corner geometry) signal hierarchy. The 12px plan-card radius creates a softer card edge appropriate for consumer-product comparison.
## 7. Depth & Elevation
T-Mobile's system leans flat but allows controlled card-lift as a hover affordance. Hierarchy is carried mostly by color (magenta accents, near-black footer), typography weight (700 display vs 400 body), and surface shifts (off-grey canvas → white card → near-black surface).
| Level | Treatment | Use |
|-------|-----------|-----|
| 0 — Surface | No shadow, hairline border or no border | Default canvas, feature tiles |
| 1 — Card rest | `0 1px 2px rgba(0,0,0,0.04)` | Plan cards at rest |
| 2 — Card hover | `0 8px 24px rgba(0,0,0,0.08)` | Plan cards on hover — pronounced lift signals interactivity |
| 3 — Modal | `0 16px 40px rgba(20,20,20,0.16)` | Popovers, modals, dropdowns |
| 4 — Inset focus | `inset 0 0 0 2px #e20074` | Focused control |
| 5 — Surface shift | Off-grey → white → near-black | Major surface transitions (canvas → card → footer) |
### Shadow Philosophy
T-Mobile uses shadow as a *hover affordance*, not as baseline elevation. Plan cards lift on hover to signal interactivity — but most surfaces remain flat. The brand's chromatic loudness does the visual heavy lifting; shadow stays restrained so it doesn't compete with the magenta moments. The dominant "elevation" device is **surface color shift** — moving from the off-grey canvas (`#f5f5f5`) to pure white cards (`#ffffff`) to the near-black footer (`#141414`) — three flat surfaces stacked vertically, no decorative gradient or glass effect between them.
### Decorative Depth
- Lifestyle photography in hero sections carries its own depth via natural light
- Magenta promo cards (`card-promo-magenta`) create depth through pure color saturation, not shadow
- The "Most Popular" magenta ribbon on featured plan cards creates a subtle z-depth — the ribbon visually sits above the card surface even though it's structurally part of the card
## 8. Interaction & Motion
### Easing Curves
- **Standard**: `cubic-bezier(0.4, 0, 0.2, 1)` — color, opacity, and shadow transitions
- **Emphasized**: `cubic-bezier(0.2, 0, 0, 1)` — card-lift and image-zoom transitions
### Duration Buckets
- **Fast** (150ms): button :active opacity drop, link underline thicken
- **Standard** (240ms): hover color transitions, card shadow lift, ghost-button fill
- **Slow** (320ms): modal entry/exit, mobile menu slide-in
### Per-Component Motion
**Magenta fill button hover**
- Background shifts from brand (`#e20074`) to brand-deep (`#a30055`) over 200ms ease-standard
- Active: opacity drops to 0.92 over 150ms
- No lift, no shadow — the brand magenta stays grounded
**Magenta ghost button hover**
- Background fills from transparent to surface-magenta-soft (`#fce6f1`) over 200ms
- Text and border hold at magenta
- Active: opacity drops to 0.92 over 150ms
**Plan card hover**
- Shadow lifts from `0 1px 2px rgba(0,0,0,0.04)` to `0 8px 24px rgba(0,0,0,0.08)` over 200ms ease-emphasized
- Card itself does not move vertically
- Magenta border on featured cards holds; CTA inside card does not change
**Inline magenta link hover**
- Underline thickens 1px → 2px over 150ms
- Color shifts from brand to brand-deep over 150ms
**Promo band**
- No animation — the magenta band above nav is static
- Sits permanently at the top when active
**Page transition**
- Standard route changes; no animated page transitions on marketing pages
- Mobile menu slides in from right over 320ms ease-emphasized
### Reduced Motion Strategy
`@media (prefers-reduced-motion: reduce)`:
- Card shadow lift: suppressed (shadow stays at rest state)
- Mobile menu slide: replaced with instant appearance + opacity fade over 100ms
- All hover color transitions: shortened to 100ms
- Button :active opacity: preserved (it's a feedback signal, not decoration)
## 9. Accessibility & A11y
### Contrast Pairs
| Pair | Ratio | WCAG Level |
|------|-------|------------|
| `#141414` text on `#f5f5f5` bg | 16.5:1 | AAA |
| `#fbfbfb` text on `#e20074` brand | 4.6:1 | AA at body, AAA at large |
| `#fbfbfb` text on `#141414` near-black | 16.8:1 | AAA |
| `#e20074` link on `#f5f5f5` bg | 5.4:1 | AA at body, AAA at large |
| `#a30055` brand-deep on `#f5f5f5` bg | 8.9:1 | AAA at all sizes |
| `#6e6e6e` mute on `#f5f5f5` bg | 4.7:1 | AA at body sizes |
The magenta-on-near-white pairing sits right at the AA threshold for body text (4.6:1). Small magenta text (under 16px) should escalate to **brand-deep** (`#a30055`) which sits comfortably at 8.9:1.
### Focus Indicators
- Inset 2px T-Mobile Magenta ring (`#e20074`) on inputs, buttons, and focusable cards
- 2px outline-offset on focusable links
- The magenta focus ring preserves chromatic discipline — no out-of-system blue accessibility ring
- Focus is always visible; never suppressed with `outline: none`
### ARIA Patterns
- Plan-comparison cards use `role="group"` with descriptive `aria-label` ("Go5G Plus plan, $90 per month, most popular")
- Promo band uses `role="region"` with `aria-label="Current promotion"` so screen readers identify it as ambient context
- Coverage map uses `role="img"` with descriptive `aria-label` summarizing coverage area
- "Most Popular" magenta ribbon: included in card's aria-label, not exposed as a separate landmark
- Mobile menu trigger uses `aria-expanded` and `aria-controls`
- Magenta wordmark logo uses `<svg>` with `<title>` element naming "T-Mobile"
### Keyboard Navigation
- Tab cycles: promo band CTA → skip-link → main nav → primary CTA → hero CTA → plan card group → feature tiles → coverage map zip input → store locator → footer
- Skip-link present at very top: "Skip to main content"
- Escape: closes mobile menu, dismisses modals
- Enter on plan card: navigates to plan-detail page
- Arrow keys: tab through plan cards when shelf is focused
### Screen Reader Hints
- `alt` text on photography is descriptive and contextual ("A woman in a coffee shop checking her T-Mobile plan on her phone")
- Coverage map polygons are summarized in the map's aria-label rather than exposing each polygon
- Eyebrow labels use `<p>` not `<h*>` — heading semantics belong to the `<h1>`/`<h2>` hierarchy
- Plan-price-display + plan-price-cents are combined in one accessible string ("$90 per month") via `aria-label` on the price container
### Reduced Motion Handling
Detailed in §8. The system respects `prefers-reduced-motion: reduce` and disables card shadow-lift while preserving structural transitions and button-press feedback.
## 10. Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|------|-------|-------------|
| Mobile | ≤640px | Nav collapses to hamburger; hero display drops to 40–56px; plan cards stack 1-up |
| Mobile Large | 641–767px | Hero display 48–64px; plan cards still stack 1-up |
| Tablet | 768–1023px | Nav re-expands; plan cards 2-up (Essentials + Go5G Plus visible, Go5G Next below); hero display 56–72px |
| Desktop | 1024–1279px | Full nav; plan cards 3-up; hero display 72–80px |
| Wide | ≥1280px | Content caps at 1280px; outer canvas padding grows |
### Touch Targets
All interactive controls meet 44×44px minimum on mobile. Buttons land at 48px height on all viewports. Magenta promo-band CTA stays tappable at 48px even when band height compresses to 48px on mobile (link covers full band height).
### Collapsing Strategy
- **Nav**: horizontal links collapse into hamburger at 767px; T-Mobile wordmark stays left-aligned
- **Promo band**: copy abbreviates ("Switch and save $200" → "Save $200"); height compresses 56 → 48px
- **Plan-comparison shelf**: 3-up → 2-up at 1024px (featured card moves to top of stack) → 1-up at 768px (featured card centered in stack with magenta border preserved)
- **Hero display type**: step-reduces 80 → 72 → 56 → 48 → 40px as viewports shrink
- **Feature tiles**: 4-up → 2-up at tablet → 1-up at mobile
- **Coverage map**: full-bleed at every breakpoint; legend stacks vertically below map on mobile
- **Footer**: 5-column → 2-column at tablet → accordion-collapsed at mobile
### Image Behavior
- Hero imagery: art-directed variants — tight crop on mobile (subject-only), wider atmospheric frame on desktop
- Card thumbnails: 16:9 regardless of viewport; `loading="lazy"` standard
- Coverage map: re-renders at viewport width; mobile shows simplified polygons with reduced detail
- Logo: T-Mobile wordmark stays 32px tall across breakpoints
## 11. Content & Voice
### Tone
The voice is **anti-corporate and value-forward** — the "Un-carrier" position made explicit. Copy is direct, slightly irreverent, and positioned against the "other guys" (Verizon, AT&T) without naming them. There's confidence without arrogance, value without cheapness. The brand commits to imperative verbs and short, punchy headlines that read like statements, not slogans.
### Microcopy Patterns
- **Button verbs**: "Switch now", "See plans", "Check coverage", "Get started", "Find a store", "Shop phones" — imperative, action-forward, never softened
- **Headline structure**: declarative phrases ("Get Go5G Next.", "Coverage that has you covered.", "Switch and save.") — often punctuated with a period for editorial firmness
- **Body copy**: short sentences with confident claims. Numbers and stats are featured prominently ("Coverage in 5x more places than AT&T")
- **Eyebrow patterns**: uppercase magenta labels above headlines ("LIMITED TIME", "5G NETWORK", "MOST POPULAR")
- **Error messages**: "Something went wrong. Please try again." — calm, non-blaming, no exclamation points
- **Success confirmations**: "Plan changed successfully" or "Your order is confirmed" — terse, professional
### Empty States
Empty store-locator results say "No stores within 25 miles" with a magenta CTA to "Expand search radius" — the brand stays solution-oriented in empty moments rather than friendly-cute.
### CTA Verb Conventions
The brand uses imperative Un-carrier verbs:
- Switch now
- See plans
- Check coverage
- Get started
- Find a store
- Shop phones
- Compare plans
- Learn more
It does *not* use:
- Sign up (too generic SaaS)
- Try free (T-Mobile sells real plans, not trials)
- Join us (too soft for the Un-carrier voice)
- Click here (banned in modern web copy generally)
## 12. Dark Mode & Theming
**T-Mobile.com is light-only — no dark mode variant.** The near-black `#141414` surfaces (footer, coverage map) are surface contrast within the light theme, not a separate mode. The brand commits to the off-grey canvas (`#f5f5f5`) as the default reading surface — magenta needs a light canvas to sing.
### Theming Notes for Derivatives
If you are adapting this system for a brand that needs a true dark mode:
- Swap `#f5f5f5` → `#0e0e0e` (slightly deeper than the institutional near-black)
- Swap `#141414` → `#e8e8e8` (the near-black surface inverts to a light-grey panel)
- Swap text `#141414` → `#f5f5f5`
- T-Mobile Magenta holds at `#e20074` — the magenta is bright enough to read on dark surfaces
- Magenta links may need to shift to `#ff1ea3` (brand-bright) for better contrast on dark
- Photography: shift to lighter exposures so the inversion preserves dynamic range
## 13. Lineage & Influences
T-Mobile's design language is the direct visual descendant of parent **Deutsche Telekom**, which registered magenta (Pantone Rhodamine Red U, the chromatic ancestor of `#e20074`) as a trademark in 2000 — making T-Mobile one of the few companies in the world to legally own a color in its industry. The whole visual system flows from that single chromatic commitment. Where Vodafone (a peer European telco) built its identity around a vermilion red and editorial broadsheet typography, T-Mobile took the opposite path: a near-pure magenta paired with confident, slightly aggressive corporate sans-serif (TeleNeo, the Deutsche Telekom proprietary face).
The brand also draws from the 1990s **magenta-as-tech-brand tradition** — a period when emerging digital companies (Lycos, early Yahoo!, MetaCreations) used magenta and bright pink to signal "we're not the old guard." T-Mobile is the most commercially successful and enduring example of that wave, having held the color consistently for 25 years. The Un-carrier positioning, launched in 2013, was a brand-voice evolution that made the visual loudness feel earned — magenta-as-anti-establishment, not magenta-as-novelty.
Layout-wise, the plan-comparison shelf is borrowed from SaaS pricing pages (Stripe, Linear, Vercel) — the three-up tier card pattern with a featured middle option originated in software pricing but has been thoroughly adopted by consumer carriers. T-Mobile applies the SaaS pattern with telco price points, making complex plan tiers visually parseable.
### Named Influences
- **Deutsche Telekom** — parent brand, source of T-Mobile Magenta and TeleNeo type system. https://www.telekom.com
- **Vodafone** — European telco peer with a comparable single-color brand commitment (Vodafone Red). https://www.vodafone.com
- **MetaDesign** — Berlin studio that redesigned TeleNeo in 2017 and shaped Deutsche Telekom's corporate type system across markets. https://www.metadesign.com
- **Verizon** — US peer competitor; T-Mobile's visual loudness reads as deliberate counter-positioning against Verizon's conservative red. https://www.verizon.com
- **AT&T** — US peer competitor; T-Mobile's saturation and irreverent voice reads as deliberate counter-positioning against AT&T's deep-blue corporate restraint. https://www.att.com
- **Stripe pricing pages** — SaaS pricing-card pattern that informed the three-up plan-comparison shelf. https://stripe.com/pricing
- **Linear product marketing** — modern SaaS marketing layout patterns adopted by consumer brands. https://linear.app
- **Saul Bass corporate identity work** — mid-century commitment to single-color brand mark, influential on Deutsche Telekom's original 1990s identity. https://en.wikipedia.org/wiki/Saul_Bass
- **International Typographic Style (Swiss Style)** — heritage source of the disciplined sans-serif + grid + flat surface approach. https://en.wikipedia.org/wiki/International_Typographic_Style
### What T-Mobile Rejects
- Conservative carrier red (Verizon) — magenta is the explicit non-Verizon choice
- Deep navy corporate blue (AT&T) — the saturated magenta is the explicit non-AT&T choice
- Gradient-heavy SaaS aesthetics — surfaces are flat blocks of color
- Italics for emphasis — weight 600 is used instead
- Light-weight display headlines — the Un-carrier voice rejects calm; everything 32px+ is 600 or 700
- Soft pastel color palettes — magenta saturation is non-negotiable
- Stock illustration languages — real lifestyle photography or no imagery at all
## 14. Do's and Don'ts
### Do
- Use T-Mobile Magenta (`#e20074`) liberally — backgrounds, fills, borders, eyebrows, ribbons, footer marks. Liberal use is the brand
- Set the canvas at off-grey (`#f5f5f5`), not pure white — magenta sings against off-grey, not against #fff
- Set display headlines in TeleNeo weight 700 at 56–80px with `-0.02em` to `-0.03em` letter-spacing
- Use the 2px magenta border on featured plan cards with a "Most Popular" magenta ribbon at the top
- Keep button corners at 8px for both filled and outlined variants — fill density signals hierarchy, not corner geometry
- Use near-white (`#fbfbfb`) for text on magenta surfaces, not pure white — this is a Deutsche Telekom convention
- Set eyebrows in magenta at 14/600 uppercase with `0.08em` tracking above headlines
- Use the magenta promo band above the nav for active campaigns — full-bleed, no close button
- Anchor every page with the near-black footer with magenta T-Mobile wordmark bottom-left
- Use imperative Un-carrier CTAs: "Switch now", "See plans", "Check coverage"
- Format plan prices as a coupled pair: 64/700 dollar amount + 24/600 "/mo" qualifier on the same baseline
- Use brand-deep magenta (`#a30055`) for small magenta text (under 16px) where AA contrast is tight
### Don't
- Don't substitute or tint T-Mobile Magenta with a different magenta — Deutsche Telekom owns the trademark on this specific color
- Don't introduce a second accent hue — no teals, no oranges, no secondary purples
- Don't use pure black `#000000` for body text — always use Near-Black `#141414`
- Don't use pure white `#ffffff` for text on magenta — always use Near-White `#fbfbfb`
- Don't soften plan-card corners below 12px or push button corners above 8px — the consistency is the system
- Don't use gradients on backgrounds, buttons, or text
- Don't use italics for emphasis — use weight 600 instead
- Don't set display headlines in light weights (300, 400) — the Un-carrier voice rejects calm display
- Don't add drop shadows beyond the controlled card-rest/card-hover pair — the system stays mostly flat
- Don't use the magenta promo band for non-campaign content — it's reserved for active offers
- Don't compromise the full-bleed nature of the promo band, coverage map, and footer — they always go edge-to-edge
- Don't soften the CTA verb register — "Get started" is too generic; "Switch now" is the Un-carrier voice
## 15. Agent Prompt Guide
### Quick Color Reference
- Primary CTA: T-Mobile Magenta (`#e20074`)
- Primary CTA hover: Brand Deep Magenta (`#a30055`)
- Canvas background: Off-Grey (`#f5f5f5`)
- Card background: Pure White (`#ffffff`)
- Heading text: Near-Black (`#141414`)
- Body text: Near-Black (`#141414`)
- Secondary text: Secondary Body Grey (`#6e6e6e`)
- Institutional surface: Near-Black (`#141414`)
- Text on brand: Near-White (`#fbfbfb`) — not pure white
- Inline link: T-Mobile Magenta (`#e20074`)
- Focus ring: inset 2px T-Mobile Magenta
- Selected plan card border: 2px T-Mobile Magenta
### Example Component Prompts
- "Create a primary magenta CTA button: T-Mobile Magenta (`#e20074`) background, near-white (`#fbfbfb`) 16px weight 600 text, 8px border radius, 14px vertical × 24px horizontal padding, 48px height. Hover: bg darkens to brand-deep (`#a30055`) over 200ms. Use for 'Switch now', 'See plans', 'Check coverage'."
- "Create a magenta ghost button: transparent background, T-Mobile Magenta (`#e20074`) 16px weight 600 text, 2px solid magenta border, 8px radius, 14px / 24px padding. Hover: fill softens to magenta-soft-tint (`#fce6f1`). Use for 'Learn more', 'Compare plans'."
- "Design a featured plan-comparison card: pure white background, 12px border radius, 2px solid T-Mobile Magenta (`#e20074`) border, magenta 'Most Popular' ribbon flush at top with near-white uppercase eyebrow text. Inside: plan name in 20/600 near-black, then plan price as 64/700 dollar amount + 24/600 '/mo' on the same baseline, then feature list in 14/400, then full-width magenta-fill CTA."
- "Build a hero section on T-Mobile.com: off-grey (`#f5f5f5`) canvas, monumental display headline in TeleNeo 80px weight 700 with `-0.03em` letter-spacing in near-black `#141414`, magenta eyebrow above headline at 14/600 uppercase with `0.08em` tracking, primary magenta-fill CTA below at 8px radius. Optional lifestyle photo on right."
- "Create a magenta promo band: full-bleed T-Mobile Magenta (`#e20074`) background, 56px tall on desktop, near-white (`#fbfbfb`) 14/600 copy with inline near-white underlined CTA link. Sits flush above the top nav. No close button."
- "Design a coverage map panel: near-black (`#141414`) full-bleed surface, US landmass in slightly lighter `#1f1f1f`, white 1px state outlines, T-Mobile Magenta (`#e20074`) filled polygons for 5G coverage areas. Top-left legend with magenta swatches + near-white uppercase labels. Zip-code input with 2px magenta focus ring."
- "Design the footer: near-black (`#141414`) full-bleed surface, 64px vertical padding, 5-column near-white link grid, T-Mobile wordmark in brand magenta bottom-left at 40px tall, legal line in 11px grey at very bottom, hairline column dividers at `rgba(255,255,255,0.18)`."
### Iteration Guide
When refining existing screens generated with this design system:
1. Verify the canvas is off-grey (`#f5f5f5`), not pure white — magenta needs the cool off-grey to pop
2. Confirm text on magenta surfaces uses near-white (`#fbfbfb`), not pure white — Deutsche Telekom convention
3. Check that display headlines use weight 700 with negative tracking (`-0.018em` to `-0.03em`) — the Un-carrier voice rejects light display weights
4. Verify the featured plan card has a 2px magenta border with a "Most Popular" magenta ribbon at the top
5. Default text color to near-black (`#141414`), never pure `#000000` except in legal disclaimers
6. Use brand-deep magenta (`#a30055`) for small magenta text (under 16px) where AA contrast on off-grey is tight
7. Reach for T-Mobile Magenta liberally — backgrounds, fills, borders, eyebrows, footer marks — the brand is loud, lean into it
8. Use the universal page rhythm as a checklist: promo band → white nav → hero → plan shelf → feature tiles → coverage map → store band → near-black footer
---
*Theme-toggle audit: score=0, signals=[none]*
1. Visual Theme & Atmosphere
T-Mobile’s marketing web carries the unmistakable swagger of a brand that refuses to look like the other US carriers. Where Verizon owns corporate fire-engine red and AT&T sits in a deep, conservative blue, T-Mobile inherits its visual identity from parent Deutsche Telekom: a near-pure magenta (#e20074) so chromatically distinctive that the brand has fought legal battles to protect it as a trademark. The whole web system is organized around making that single magenta sing — at scale, repeatedly, without apology.
The canvas is a near-white off-grey (#f5f5f5), slightly cooler than pure white, chosen specifically to make magenta pop without screaming. Body text sits in a near-black ink (#141414) rather than pure black, and the overall surface tone is calm, almost flat, so the magenta accents — buttons, eyebrows, plan-card borders, “Most Popular” ribbons, coverage-map fills, promo bands, footer marks — become the only thing the eye latches onto. Pages don’t whisper their brand voice; they shout it through one color, used everywhere.
The typography is TeleNeo Web (Deutsche Telekom’s proprietary corporate sans, descended from TeleGrotesk), set heavy. Display headlines run 56–80px at weight 700 with aggressive negative tracking (-0.02em to -0.03em), creating a typographic voice that’s confident, modern, and slightly aggressive — appropriate for a brand whose marketing position is literally “We’re not the other guys.” Plan prices are set at 64px weight 700 with the /mo qualifier tucked alongside in 24px — a financial-content typographic device that lets a number do the work without ornamental dollar-sign treatment.
The page rhythm is plan-comparison-first. A typical page opens with a full-bleed magenta promo band above the nav (limited-time offer copy + inline CTA), then white nav, then a hero with a monumental headline and a magenta-fill pill CTA, then a three-up plan-tier shelf (Essentials → Go5G Plus → Go5G Next) where the middle “Most Popular” card carries a 2px magenta border and a magenta ribbon, then a coverage-map section against the near-black surface with magenta-fill 5G polygons, then a store-locator band, then the near-black footer with the magenta T-Mobile mark anchored bottom-left. The recipe is consistent enough that any T-Mobile page can be reverse-engineered from those six bands.
What makes T-Mobile feel distinctly Un-carrier rather than just generically telco is the quantity of magenta. Vodafone uses brand red sparingly — band dividers and CTAs, surrounded by white space. T-Mobile uses magenta liberally — as background, foreground, border, fill, accent, and footer brand mark. The discipline is in the canvas choice (off-grey, not white) and the type-weight choice (heavy, not light), which together prevent the saturation from feeling cheap or shouty. It’s a brand that has earned permission to be loud through 25 years of consistent visual commitment.
Key Characteristics:
- T-Mobile Magenta (
#e20074) used liberally — backgrounds, fills, borders, eyebrows, ribbons, map polygons, footer brand mark - Off-grey canvas (
#f5f5f5) intentionally cooler than pure white to make magenta sing - TeleNeo Web display type at 56–80px weight 700 with aggressive
-0.02em/-0.03emtracking — Un-carrier loudness - Universal page rhythm: magenta promo band → white nav → monumental hero → three-up plan shelf → coverage map → store band → near-black footer
- Plan-comparison cards: white fill on off-grey canvas, hairline border default, 2px magenta border on the featured tier with a magenta “Most Popular” ribbon
- Near-black
#141414doubles as footer AND coverage-map illustration backdrop — a single surface for institutional moments - Two-tier button system: magenta-fill 8px-radius pills for primary CTAs, magenta-outlined ghost for secondary, both load-bearing
- Text-on-brand uses near-white
#fbfbfbnot pure#ffffff— a Deutsche Telekom convention inherited from the parent brand - Anti-corporate voice (“Switch now”, “See plans”) — imperative, value-forward, slightly irreverent
- Inherits the 1990s magenta-as-tech-brand tradition from Deutsche Telekom, who registered the color as a trademark in 2000
2. Color Palette & Roles
Primary
- T-Mobile Magenta (
#e20074): the brand’s signature, inherited from parent Deutsche Telekom and registered as a trademark color. Used for primary CTA backgrounds, the T-Mobile wordmark, full-bleed promo bands above the nav, eyebrow labels, in-paragraph link color, featured plan-card borders, coverage-map 5G polygons, the footer brand mark, and “Most Popular” ribbons. There is no substitute and no permitted tint variation in marketing surfaces.
Brand & Dark
- T-Mobile Magenta Deep (
#a30055): a darker magenta used for hover/pressed states on primary buttons, link-hover color, and small-type magenta meta where the brand magenta would be too bright. Provides AAA contrast on white surfaces. - T-Mobile Magenta Bright (
#ff1ea3): a rare brighter magenta used for promotional sticker text and “NEW” callouts — never as a primary color, only as a moment-of-emphasis accent. - T-Mobile Magenta Dim (
#bd0061): a quieter magenta used for outlined ghost-button borders on small surfaces where the full brand magenta would visually crowd. - Magenta Soft Tint (
#fce6f1): the palest magenta wash — used for selected plan-card backgrounds, ghost-button hover fills, and success chips that want to feel branded without using full magenta.
Accent
T-Mobile does not maintain a second accent hue. The brand commits to a single-color identity. Any color outside the magenta family appears only in semantic states (success green, warning amber, danger red, info blue) and is never used decoratively.
Surface & Background
- Off-Grey Canvas (
#f5f5f5): the dominant editorial canvas — page background, section background, default surface. Slightly cooler than pure white, chosen specifically to make magenta accents pop without harsh contrast. - Pure White (
#ffffff): used inside cards over the off-grey canvas — plan cards, feature tiles, inputs. Creates a subtle two-tone surface hierarchy. - Surface Soft (
#fafafa): quiet neutral plane for stacked content sections needing a hint of separation from the canvas. - Surface Strong (
#ebebeb): rare divider band between editorial modules where a hairline border would be too quiet. - Surface Dark (
#141414): near-black surface used for the footer and the coverage-map illustration backdrop. Same value used for body text — the surface and the ink share a hue, which keeps the dark moments feeling intentional rather than decorative. - Surface Magenta (
#e20074): full-bleed magenta used for the promo band above the nav and for marquee promotional cards. - Surface Magenta Soft (
#fce6f1): pale magenta tint for selected plan-card backgrounds.
Interactive
- Link (
#e20074): all in-paragraph links use brand magenta — no separate link-blue is reserved. Underlined at rest. - Link Hover (
#a30055): darker magenta on hover, underline thickens to 2px. - Visited (
#7a2160): rare, mostly suppressed in marketing surfaces. - Focus Ring: inset 2px brand magenta on all focusable controls — preserves chromatic discipline (no accessibility-blue ring).
- Disabled (
#a8a8a8): inactive control text and disabled button labels.
Neutral Scale
- Near-Black Ink (
#141414): default heading and body text on light surfaces. Near-black with no color tint, chosen over pure black for slightly softer reading contrast. - Pure Black (
#000000): rare — used only for legal disclaimers and the bold 1–2px card borders that anchor plan-comparison shelves. - Secondary Body Grey (
#6e6e6e): meta text, footnotes, plan-comparison fine print, feature secondary copy. - Disabled Grey (
#a8a8a8): inactive control text. - Near-White Reverse (
#fbfbfb): white text on dark surfaces — used on the near-black footer and on magenta CTAs. Notably not pure#ffffff— this follows Deutsche Telekom convention where on-brand white is deliberately offset to feel warmer against the saturated magenta.
Surface & Borders
- Border default (
#000000): bold 1–2px black border on cards and some pills — a deliberate Un-carrier chrome decision that gives surfaces a crisp, almost editorial outline. - Border soft (
#d4d4d4): quiet hairline divider between rows and on text inputs. - Border strong (
#141414): same as default text, used on focus states for non-magenta controls. - Border magenta (
#e20074): magenta-outlined ghost buttons and the 2px outline on “Most Popular” plan cards. - Border on dark (
rgba(255,255,255,0.18)): hairline column dividers on the near-black footer.
Shadow Colors
T-Mobile uses shadow sparingly. The few tokens are reserved for plan-card hover lift and modal elevation. Most surfaces are flat blocks of color separated by hairline borders or the canvas-vs-white surface shift.
- Card rest:
0 1px 2px rgba(0,0,0,0.04)— subtle baseline lift on plan cards - Card hover:
0 8px 24px rgba(0,0,0,0.08)— pronounced lift on plan-card hover, signaling interactivity - Modal:
0 16px 40px rgba(20,20,20,0.16)— modal/popover elevation - Inset ring:
inset 0 0 0 2px #e20074— focus state
Semantic
- Success Green (
#1f8a3a): confirmation states (plan switched, address verified), distinct from magenta to avoid color collision - Warning Amber (
#cc7a00): advisory banners (coverage gap, plan-change pending) - Danger Red (
#c5002a): error states — deliberately differentiated from brand magenta to prevent semantic ambiguity - Info Blue (
#0073d1): rare informational banners (system notices) — the only blue in the system
Gradient System
T-Mobile’s design is intentionally gradient-free. The brand commits to flat color blocks. The only tonal variation is occasional photography (lifestyle shots of people using phones, store imagery) which carries its own depth via natural light. No CSS gradients on buttons, cards, or surfaces.
3. Typography Rules
Font Family
- Primary:
TeleNeo Web— Deutsche Telekom’s proprietary corporate sans-serif, used across all Deutsche Telekom brands worldwide (Telekom, T-Mobile, T-Systems). Descended from TeleGrotesk, redesigned in 2017 by MetaDesign. - Fallback chain:
"TeleNeo Web", "TeleNeo", "Helvetica Neue", Helvetica, Arial, sans-serif - Rendering:
font-smoothing: antialiased. OpenType features are not aggressively used — the system relies on weight, tracking, and scale.
Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | Transform | Notes |
|---|---|---|---|---|---|---|---|
| display-hero | TeleNeo | 80 | 700 | 1.0 | -0.03em | — | Hero flagship — “Get Go5G Next” / homepage anchor |
| display-lg | TeleNeo | 56 | 700 | 1.05 | -0.02em | — | Secondary hero / full-bleed section heads |
| h1 | TeleNeo | 40 | 700 | 1.1 | -0.018em | — | Page titles, section anchors |
| h2 | TeleNeo | 32 | 600 | 1.2 | -0.012em | — | Sub-section headers, plan-shelf titles |
| h3 | TeleNeo | 24 | 600 | 1.25 | -0.005em | — | Feature-tile titles, card cluster heads |
| h4 | TeleNeo | 20 | 600 | 1.3 | 0 | — | Plan-card titles (“Go5G Plus”), feature labels |
| h5 | TeleNeo | 18 | 600 | 1.35 | 0 | — | Store-result names, compact module titles |
| lead | TeleNeo | 20 | 400 | 1.45 | 0 | — | Introductory paragraphs under display headlines |
| body-lg | TeleNeo | 18 | 400 | 1.55 | 0 | — | Long-form content, prominent copy |
| body | TeleNeo | 16 | 400 | 1.55 | 0 | — | Default paragraph |
| body-bold | TeleNeo | 16 | 600 | 1.55 | 0 | — | Emphasized inline phrases |
| body-sm | TeleNeo | 14 | 400 | 1.5 | 0 | — | Plan-feature descriptions, secondary copy |
| label | TeleNeo | 13 | 500 | 1.4 | 0 | — | Form labels, table headers |
| eyebrow-magenta | TeleNeo | 14 | 600 | 1.4 | 0.08em | UPPERCASE | Magenta section eyebrows (“LIMITED TIME”, “5G NETWORK”) |
| plan-price-display | TeleNeo | 64 | 700 | 1.0 | -0.02em | — | Plan tier price — “$90” |
| plan-price-cents | TeleNeo | 24 | 600 | 1.0 | 0 | — | “/mo” qualifier set alongside plan-price-display |
| caption | TeleNeo | 12 | 500 | 1.4 | 0.02em | — | Footer meta, image captions, plan-card fine print |
| legal | TeleNeo | 11 | 400 | 1.5 | 0 | — | Legal disclaimers, footnote text |
| button-primary | TeleNeo | 16 | 600 | 1.0 | 0 | — | Primary filled button label |
| button-compact | TeleNeo | 14 | 600 | 1.0 | 0 | — | Compact button label |
Principles
- Heavy display, balanced body: the system commits to 700-weight display type at large sizes — there is no light-weight display tier. Body sits at 400, with 600 reserved for emphasis and labels. Three weights do the entire job.
- Aggressive negative tracking on display: display sizes use
-0.018emto-0.03emletter-spacing, creating a dense, confident headline voice. Body and labels use 0 or slightly positive tracking. - Uppercase reserved for eyebrows and tiny labels: only eyebrows (14/600 magenta) and captions (12/500) use uppercase. Headlines are always sentence case.
- Plan prices are a typographic system: the
plan-price-display(64/700) andplan-price-cents(24/600) form a coupled pair — number large, qualifier small, set on the same baseline. This is the financial-content signature of the brand. - Magenta-as-ink for eyebrows and links: brand magenta runs not just as background but as text color — eyebrows above headlines, inline links inside paragraphs. This is what creates the brand’s “magenta everywhere” feeling.
- No italics in marketing: emphasis uses weight 600, never italic. The system rejects italic as too literary for the Un-carrier voice.
- Near-white on-brand text: text on magenta surfaces uses
#fbfbfb(near-white) rather than pure#ffffff. This is a Deutsche Telekom convention — pure white can feel harsh against the saturated magenta; a slightly warmer near-white blends better.
Note on Font Substitutes
TeleNeo Web is licensed exclusively to Deutsche Telekom. When recreating in open systems, substitute with Inter at weights 400/600/700 with letter-spacing tightened by ~2–3% at display sizes (60px+), or Plus Jakarta Sans at the same weights. Helvetica Neue at 400/700 is the closest commercially-available match for the geometry. Adjust line-height to 1.0–1.05 for display tiers and 1.55 for body to approximate TeleNeo’s vertical rhythm.
4. Component Stylings
T-Mobile operates a two-tier primary button system much like Vodafone — but where Vodafone splits utility (sharp rectangles) from editorial (rounded pills), T-Mobile splits fill density (filled magenta vs outlined ghost) while keeping the 8px corner radius constant across both. This produces a more chrome-consistent button family — both variants read as part of the same kit.
Buttons
button-magenta-fill — Primary Magenta Fill (default CTA)
- Background: T-Mobile Magenta (
#e20074) - Text: Near-White (
#fbfbfb), 16/600 - Padding: 14px vertical / 24px horizontal
- Border radius: 8px
- Height: 48px
- Default: solid magenta fill, near-white label
- Hover: bg shifts to brand-deep (
#a30055) over 200ms - Active: opacity drops to 0.92 on press
- Use: “Switch now”, “See plans”, “Check coverage”, “Get started” — the workhorse primary CTA
button-magenta-pill — Promotional Magenta Pill (marquee CTAs)
- Background: T-Mobile Magenta (
#e20074) - Text: Near-White (
#fbfbfb), 16/600 - Padding: 14px / 28px
- Border radius: 9999px (fully pill-shaped)
- Use: Marquee hero cards, seasonal campaigns — when the moment needs extra visual emphasis beyond the standard 8px-radius button
button-ghost-magenta — Magenta Outline Ghost (secondary CTA)
- Background: transparent
- Text: T-Mobile Magenta (
#e20074), 16/600 - Border: 2px solid
#e20074, radius 8px - Padding: 14px / 24px
- Hover: bg fills to surface-magenta-soft (
#fce6f1) over 200ms; text and border hold - Use: “Learn more”, “Compare plans” — paired alongside a magenta-fill primary
button-ghost-dark — Black Outline Ghost (tertiary on light)
- Background: transparent
- Text: Near-Black (
#141414), 16/600 - Border: 2px solid
#141414, radius 8px - Use: When magenta would be visually loud — tertiary actions in dense layouts
button-ghost-light — Reverse Ghost (sits on magenta or near-black surfaces)
- Background: transparent
- Text: Near-White (
#fbfbfb), 16/600 - Border: 2px solid
#fbfbfb, radius 8px - Use: CTAs inside magenta promo cards or on the near-black footer
Cards & Containers
card-plan — Standard plan-tier card
- Background: Pure White (
#ffffff) on the off-grey canvas - Border: 1px solid
#d4d4d4, radius 12px - Padding: 32px vertical, 24px horizontal
- Internal layout: plan name (h4) → 8px → plan-price-display + plan-price-cents → 24px → feature list (body-sm) → 32px → CTA (button-magenta-fill, full-width)
- Shadow at rest:
0 1px 2px rgba(0,0,0,0.04) - Hover: shadow lifts to
0 8px 24px rgba(0,0,0,0.08)over 200ms
card-plan-featured — Featured plan-tier card (Go5G Plus / Go5G Next)
- Same as
card-planbut with 2px solid magenta border (#e20074) - “Most Popular” magenta ribbon at top — full-width strip, 32px tall, magenta fill, near-white uppercase eyebrow text, sits flush with the card’s top corners (12px top radius matches)
- This card is the visual anchor of the plan shelf
card-feature — Feature highlight tile (Netflix on Us, in-flight Wi-Fi)
- Background: Pure White, radius 16px, no border
- Padding: 32px uniform
- Icon at top (24–48px), then h3 title, then body-sm description
- Subtle shadow at rest, no hover lift
card-promo-magenta — Marquee promotional card
- Background: T-Mobile Magenta (
#e20074) - Text: Near-White (
#fbfbfb) - Radius: 24px
- Padding: 48px vertical, 40px horizontal
- Headline in display-lg (56/700) near-white, lead paragraph in body-lg near-white, CTA is button-ghost-light
- Used for limited-time-offer marquee blocks on the homepage
Inputs & Forms
text-input
- Background: Pure White
- Text: Near-Black (
#141414), 16/400 - Border: 1px solid
#d4d4d4, radius 8px - Padding: 12px / 16px, height 48px
- Focus: 2px inset magenta ring (
#e20074), border shifts to#141414 - Error: 1px border shifts to danger (
#c5002a), error message in body-sm danger
Form labels
- 13/500 near-black above the input, 8px gap
- Required indicator: small magenta asterisk
Navigation
Top bar
- Background: Pure White
- Height: 64px desktop, 56px mobile
- Border-bottom: 1px solid
#d4d4d4 - Logo: T-Mobile wordmark in brand magenta, 32px tall, left-aligned
- Nav links: 16/500 near-black, 24px horizontal spacing
- Right utility: search icon, locale, account, then primary
button-magenta-fillCTA (“Find a store” or “Shop”) - Hover state on nav link: underline appears in magenta over 150ms
Promo band (above nav)
- Background: T-Mobile Magenta (
#e20074) - Text: Near-White, 14/600 with inline white-underlined CTA link
- Height: 56px desktop, 48px mobile
- Sits flush above the nav at the very top of the page
- Used for limited-time offer copy (“Switch now and get $200 off”)
- No close button — band is always present when active campaign exists
Mobile collapse
- At ~767px the horizontal nav collapses into a hamburger
- Mobile menu opens as full-screen white overlay, 18/500 link rows, 16px vertical padding per row
- Magenta accents preserved: T-Mobile wordmark stays magenta, primary CTA stays magenta-fill
Image Treatment
- Hero: lifestyle photography (people using phones outdoors, store interiors) with natural light — no CSS gradient overlay. Magenta brand elements (CTAs, eyebrows) sit alongside, not on top of, imagery
- Card thumbnails: 16:9 or 4:3, 12px corner radius
- Coverage map: full-bleed near-black surface with magenta-fill 5G polygons (see
coverage-mapcomponent) - Round portraits: 100% (perfect circle) for testimonial avatars and team-page photos
- Loading: lazy-loading on scroll; subtle 200ms fade-in on viewport entry
- No decorative borders — radius and shadow do the framing
Tag Pills / Badges
pill-tag-magenta — Selected / featured chip
- Background: T-Mobile Magenta (
#e20074) - Text: Near-White, 12/500 uppercase
- Padding: 6px / 14px, radius 9999px (fully pill)
- Use: “Most Popular” ribbon, “NEW” sticker, selected segmented-control state
pill-tag-magenta-soft — Quiet branded chip
- Background: Magenta Soft Tint (
#fce6f1) - Text: Brand Deep Magenta (
#a30055), 12/500 - Use: Secondary tags, plan-feature labels that want brand identity without full saturation
pill-tag-neutral — Filter chip
- Background: Surface Strong (
#ebebeb) - Text: Near-Black, 12/500
- Use: Unselected segmented-control items, neutral filter pills
Magenta Promo Band
A signature reusable component above the top nav:
- Full-bleed magenta strip, 56px tall on desktop
- Inline near-white 14/600 copy + underlined near-white CTA link
- Carries seasonal offer messaging (“Switch now and get $200 off your first month”)
- Always sits at the top of the viewport — no dismiss control
- On mobile, copy abbreviates; height shrinks to 48px
Coverage Map Panel
- Background: Near-Black (
#141414) - Landmass: rendered in
#1f1f1fslightly lighter than the surface - US state outlines: 1px near-white (
#fbfbfb) - 5G coverage polygons: filled with brand magenta (
#e20074) at varying opacity to indicate signal strength - Legend: top-left, magenta swatches with near-white uppercase labels (“5G Ultra Capacity”, “5G Extended Range”, “4G LTE”)
- Interactive: zip-code input in 8px-radius magenta-focus-ring input, search button is button-magenta-fill
- Use: dedicated “Check coverage” section on homepage and on plans pages
Plan-Comparison Shelf
The most distinctive layout pattern on T-Mobile.com:
- Three-up grid at desktop (Essentials → Go5G Plus → Go5G Next)
- Center card is
card-plan-featuredwith magenta border and “Most Popular” ribbon - All cards share the same vertical rhythm: name → price → feature list → CTA
- Cards align baselines (price displays land on the same line across all three cards)
- Below the shelf: comparison link in magenta with arrow icon (“Compare all plans →”)
- Mobile: cards stack 1-up, featured card stays in the middle position
Footer
A universal component:
- Background: Near-Black (
#141414) - Padding: 64px vertical, 32px horizontal
- Layout: 5-column near-white link grid (Why T-Mobile / Plans / Phones / Coverage / Support)
- T-Mobile wordmark in brand magenta, bottom-left, 40px tall
- Social row: small magenta-on-near-black icon links
- Legal line: 11/400 grey at very bottom
- Divider hairlines:
rgba(255,255,255,0.18)between column group and legal row
5. Layout Principles
Spacing System
Base unit: 4px. The 16px, 24px, and 32px values appear across nearly every page as the system’s primary rhythm constants.
| Token | Value | Use |
|---|---|---|
| 2xs | 4px | Hairline gaps, icon-to-text in tight controls |
| xs | 8px | Eyebrow-to-headline gap, button label-to-icon |
| sm | 12px | Form label-to-input, tag-pill padding |
| md | 16px | Card internal text rhythm, button vertical padding base |
| lg | 24px | Card-to-card spacing, plan-card horizontal padding |
| xl | 32px | Section intro-to-content breaks, plan-card vertical padding |
| 2xl | 48px | Section padding, marquee card padding |
| 3xl | 64px | Section vertical rhythm, footer padding |
| 4xl | 96px | Major editorial module separation |
| 5xl | 128px | Hero-to-content separation on flagship pages |
Grid & Container
- Max content width: 1280px — slightly tighter than Vodafone’s 1440px, prioritizing readability over screen-filling
- Prose-width cap: 720px for long-form pages
- Plan-comparison shelf: 3-up at desktop (1024px+), 2-up at tablet (768–1023px), stacked 1-up at mobile (<768px)
- Feature tile grid: 4-up at desktop, 2-up at tablet, 1-up at mobile
- Horizontal padding: 32px desktop, 20px tablet, 16px mobile
- Gutters between cards: 24px desktop, 16px mobile
- Full-bleed surfaces (promo band, coverage map, footer): always edge-to-edge at every breakpoint
Whitespace Philosophy
T-Mobile’s canvas is more generous than dense SaaS marketing pages but tighter than Vodafone’s editorial spread. Sections are separated by 64–96px vertical rhythm. Within cards, spacing is efficient (16–24px) so plan features can fit comfortably without scroll. The brand uses whitespace not as a luxury good but as a frame around the magenta moments — the off-grey canvas exists specifically to make the magenta accents (CTAs, ribbons, eyebrows) read as the loudest element on every fold.
Section Cadence
The universal page rhythm:
- Full-bleed magenta promo band (when active campaign)
- White nav bar with magenta wordmark and magenta-fill primary CTA
- Hero — monumental display headline + magenta-fill pill CTA, optionally with lifestyle photography to one side
- Plan-comparison shelf (three-up cards, middle featured with magenta border)
- Feature tiles (Netflix on Us, in-flight Wi-Fi, 5G access)
- Coverage map section (near-black surface, magenta polygons)
- Store-locator band
- Near-black footer with magenta T-Mobile mark
This rhythm is consistent enough that any T-Mobile page can be reverse-engineered by repeating this eight-step recipe.
6. Shapes & Radius Scale
| Token | Value | Use |
|---|---|---|
| micro | 2px | Hairline indicators, tiny status markers |
| sm | 4px | Small image thumbnails, micro chips |
| md | 8px | Buttons, inputs, small plan cards — the system’s workhorse radius |
| lg | 12px | Plan-comparison cards, feature tiles, store-locator cards |
| xl | 16px | Feature highlight tiles, coverage map container |
| xxl | 24px | Marquee promotional cards (full-bleed magenta promo blocks) |
| pill | 9999px | Status chips, “NEW” stickers, segmented controls, optional pill CTAs |
The most distinctive shape decision is the constant 8px radius across both filled and outlined buttons — unlike Vodafone’s tight 2px rectangles paired with 60px editorial pills, T-Mobile keeps button corners consistent, letting the fill/outline distinction (rather than corner geometry) signal hierarchy. The 12px plan-card radius creates a softer card edge appropriate for consumer-product comparison.
7. Depth & Elevation
T-Mobile’s system leans flat but allows controlled card-lift as a hover affordance. Hierarchy is carried mostly by color (magenta accents, near-black footer), typography weight (700 display vs 400 body), and surface shifts (off-grey canvas → white card → near-black surface).
| Level | Treatment | Use |
|---|---|---|
| 0 — Surface | No shadow, hairline border or no border | Default canvas, feature tiles |
| 1 — Card rest | 0 1px 2px rgba(0,0,0,0.04) | Plan cards at rest |
| 2 — Card hover | 0 8px 24px rgba(0,0,0,0.08) | Plan cards on hover — pronounced lift signals interactivity |
| 3 — Modal | 0 16px 40px rgba(20,20,20,0.16) | Popovers, modals, dropdowns |
| 4 — Inset focus | inset 0 0 0 2px #e20074 | Focused control |
| 5 — Surface shift | Off-grey → white → near-black | Major surface transitions (canvas → card → footer) |
Shadow Philosophy
T-Mobile uses shadow as a hover affordance, not as baseline elevation. Plan cards lift on hover to signal interactivity — but most surfaces remain flat. The brand’s chromatic loudness does the visual heavy lifting; shadow stays restrained so it doesn’t compete with the magenta moments. The dominant “elevation” device is surface color shift — moving from the off-grey canvas (#f5f5f5) to pure white cards (#ffffff) to the near-black footer (#141414) — three flat surfaces stacked vertically, no decorative gradient or glass effect between them.
Decorative Depth
- Lifestyle photography in hero sections carries its own depth via natural light
- Magenta promo cards (
card-promo-magenta) create depth through pure color saturation, not shadow - The “Most Popular” magenta ribbon on featured plan cards creates a subtle z-depth — the ribbon visually sits above the card surface even though it’s structurally part of the card
8. Interaction & Motion
Easing Curves
- Standard:
cubic-bezier(0.4, 0, 0.2, 1)— color, opacity, and shadow transitions - Emphasized:
cubic-bezier(0.2, 0, 0, 1)— card-lift and image-zoom transitions
Duration Buckets
- Fast (150ms): button :active opacity drop, link underline thicken
- Standard (240ms): hover color transitions, card shadow lift, ghost-button fill
- Slow (320ms): modal entry/exit, mobile menu slide-in
Per-Component Motion
Magenta fill button hover
- Background shifts from brand (
#e20074) to brand-deep (#a30055) over 200ms ease-standard - Active: opacity drops to 0.92 over 150ms
- No lift, no shadow — the brand magenta stays grounded
Magenta ghost button hover
- Background fills from transparent to surface-magenta-soft (
#fce6f1) over 200ms - Text and border hold at magenta
- Active: opacity drops to 0.92 over 150ms
Plan card hover
- Shadow lifts from
0 1px 2px rgba(0,0,0,0.04)to0 8px 24px rgba(0,0,0,0.08)over 200ms ease-emphasized - Card itself does not move vertically
- Magenta border on featured cards holds; CTA inside card does not change
Inline magenta link hover
- Underline thickens 1px → 2px over 150ms
- Color shifts from brand to brand-deep over 150ms
Promo band
- No animation — the magenta band above nav is static
- Sits permanently at the top when active
Page transition
- Standard route changes; no animated page transitions on marketing pages
- Mobile menu slides in from right over 320ms ease-emphasized
Reduced Motion Strategy
@media (prefers-reduced-motion: reduce):
- Card shadow lift: suppressed (shadow stays at rest state)
- Mobile menu slide: replaced with instant appearance + opacity fade over 100ms
- All hover color transitions: shortened to 100ms
- Button :active opacity: preserved (it’s a feedback signal, not decoration)
9. Accessibility & A11y
Contrast Pairs
| Pair | Ratio | WCAG Level |
|---|---|---|
#141414 text on #f5f5f5 bg | 16.5:1 | AAA |
#fbfbfb text on #e20074 brand | 4.6:1 | AA at body, AAA at large |
#fbfbfb text on #141414 near-black | 16.8:1 | AAA |
#e20074 link on #f5f5f5 bg | 5.4:1 | AA at body, AAA at large |
#a30055 brand-deep on #f5f5f5 bg | 8.9:1 | AAA at all sizes |
#6e6e6e mute on #f5f5f5 bg | 4.7:1 | AA at body sizes |
The magenta-on-near-white pairing sits right at the AA threshold for body text (4.6:1). Small magenta text (under 16px) should escalate to brand-deep (#a30055) which sits comfortably at 8.9:1.
Focus Indicators
- Inset 2px T-Mobile Magenta ring (
#e20074) on inputs, buttons, and focusable cards - 2px outline-offset on focusable links
- The magenta focus ring preserves chromatic discipline — no out-of-system blue accessibility ring
- Focus is always visible; never suppressed with
outline: none
ARIA Patterns
- Plan-comparison cards use
role="group"with descriptivearia-label(“Go5G Plus plan, $90 per month, most popular”) - Promo band uses
role="region"witharia-label="Current promotion"so screen readers identify it as ambient context - Coverage map uses
role="img"with descriptivearia-labelsummarizing coverage area - “Most Popular” magenta ribbon: included in card’s aria-label, not exposed as a separate landmark
- Mobile menu trigger uses
aria-expandedandaria-controls - Magenta wordmark logo uses
<svg>with<title>element naming “T-Mobile”
Keyboard Navigation
- Tab cycles: promo band CTA → skip-link → main nav → primary CTA → hero CTA → plan card group → feature tiles → coverage map zip input → store locator → footer
- Skip-link present at very top: “Skip to main content”
- Escape: closes mobile menu, dismisses modals
- Enter on plan card: navigates to plan-detail page
- Arrow keys: tab through plan cards when shelf is focused
Screen Reader Hints
alttext on photography is descriptive and contextual (“A woman in a coffee shop checking her T-Mobile plan on her phone”)- Coverage map polygons are summarized in the map’s aria-label rather than exposing each polygon
- Eyebrow labels use
<p>not<h*>— heading semantics belong to the<h1>/<h2>hierarchy - Plan-price-display + plan-price-cents are combined in one accessible string (“$90 per month”) via
aria-labelon the price container
Reduced Motion Handling
Detailed in §8. The system respects prefers-reduced-motion: reduce and disables card shadow-lift while preserving structural transitions and button-press feedback.
10. Responsive Behavior
Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | ≤640px | Nav collapses to hamburger; hero display drops to 40–56px; plan cards stack 1-up |
| Mobile Large | 641–767px | Hero display 48–64px; plan cards still stack 1-up |
| Tablet | 768–1023px | Nav re-expands; plan cards 2-up (Essentials + Go5G Plus visible, Go5G Next below); hero display 56–72px |
| Desktop | 1024–1279px | Full nav; plan cards 3-up; hero display 72–80px |
| Wide | ≥1280px | Content caps at 1280px; outer canvas padding grows |
Touch Targets
All interactive controls meet 44×44px minimum on mobile. Buttons land at 48px height on all viewports. Magenta promo-band CTA stays tappable at 48px even when band height compresses to 48px on mobile (link covers full band height).
Collapsing Strategy
- Nav: horizontal links collapse into hamburger at 767px; T-Mobile wordmark stays left-aligned
- Promo band: copy abbreviates (“Switch and save $200” → “Save $200”); height compresses 56 → 48px
- Plan-comparison shelf: 3-up → 2-up at 1024px (featured card moves to top of stack) → 1-up at 768px (featured card centered in stack with magenta border preserved)
- Hero display type: step-reduces 80 → 72 → 56 → 48 → 40px as viewports shrink
- Feature tiles: 4-up → 2-up at tablet → 1-up at mobile
- Coverage map: full-bleed at every breakpoint; legend stacks vertically below map on mobile
- Footer: 5-column → 2-column at tablet → accordion-collapsed at mobile
Image Behavior
- Hero imagery: art-directed variants — tight crop on mobile (subject-only), wider atmospheric frame on desktop
- Card thumbnails: 16:9 regardless of viewport;
loading="lazy"standard - Coverage map: re-renders at viewport width; mobile shows simplified polygons with reduced detail
- Logo: T-Mobile wordmark stays 32px tall across breakpoints
11. Content & Voice
Tone
The voice is anti-corporate and value-forward — the “Un-carrier” position made explicit. Copy is direct, slightly irreverent, and positioned against the “other guys” (Verizon, AT&T) without naming them. There’s confidence without arrogance, value without cheapness. The brand commits to imperative verbs and short, punchy headlines that read like statements, not slogans.
Microcopy Patterns
- Button verbs: “Switch now”, “See plans”, “Check coverage”, “Get started”, “Find a store”, “Shop phones” — imperative, action-forward, never softened
- Headline structure: declarative phrases (“Get Go5G Next.”, “Coverage that has you covered.”, “Switch and save.”) — often punctuated with a period for editorial firmness
- Body copy: short sentences with confident claims. Numbers and stats are featured prominently (“Coverage in 5x more places than AT&T”)
- Eyebrow patterns: uppercase magenta labels above headlines (“LIMITED TIME”, “5G NETWORK”, “MOST POPULAR”)
- Error messages: “Something went wrong. Please try again.” — calm, non-blaming, no exclamation points
- Success confirmations: “Plan changed successfully” or “Your order is confirmed” — terse, professional
Empty States
Empty store-locator results say “No stores within 25 miles” with a magenta CTA to “Expand search radius” — the brand stays solution-oriented in empty moments rather than friendly-cute.
CTA Verb Conventions
The brand uses imperative Un-carrier verbs:
- Switch now
- See plans
- Check coverage
- Get started
- Find a store
- Shop phones
- Compare plans
- Learn more
It does not use:
- Sign up (too generic SaaS)
- Try free (T-Mobile sells real plans, not trials)
- Join us (too soft for the Un-carrier voice)
- Click here (banned in modern web copy generally)
12. Dark Mode & Theming
T-Mobile.com is light-only — no dark mode variant. The near-black #141414 surfaces (footer, coverage map) are surface contrast within the light theme, not a separate mode. The brand commits to the off-grey canvas (#f5f5f5) as the default reading surface — magenta needs a light canvas to sing.
Theming Notes for Derivatives
If you are adapting this system for a brand that needs a true dark mode:
- Swap
#f5f5f5→#0e0e0e(slightly deeper than the institutional near-black) - Swap
#141414→#e8e8e8(the near-black surface inverts to a light-grey panel) - Swap text
#141414→#f5f5f5 - T-Mobile Magenta holds at
#e20074— the magenta is bright enough to read on dark surfaces - Magenta links may need to shift to
#ff1ea3(brand-bright) for better contrast on dark - Photography: shift to lighter exposures so the inversion preserves dynamic range
13. Lineage & Influences
T-Mobile’s design language is the direct visual descendant of parent Deutsche Telekom, which registered magenta (Pantone Rhodamine Red U, the chromatic ancestor of #e20074) as a trademark in 2000 — making T-Mobile one of the few companies in the world to legally own a color in its industry. The whole visual system flows from that single chromatic commitment. Where Vodafone (a peer European telco) built its identity around a vermilion red and editorial broadsheet typography, T-Mobile took the opposite path: a near-pure magenta paired with confident, slightly aggressive corporate sans-serif (TeleNeo, the Deutsche Telekom proprietary face).
The brand also draws from the 1990s magenta-as-tech-brand tradition — a period when emerging digital companies (Lycos, early Yahoo!, MetaCreations) used magenta and bright pink to signal “we’re not the old guard.” T-Mobile is the most commercially successful and enduring example of that wave, having held the color consistently for 25 years. The Un-carrier positioning, launched in 2013, was a brand-voice evolution that made the visual loudness feel earned — magenta-as-anti-establishment, not magenta-as-novelty.
Layout-wise, the plan-comparison shelf is borrowed from SaaS pricing pages (Stripe, Linear, Vercel) — the three-up tier card pattern with a featured middle option originated in software pricing but has been thoroughly adopted by consumer carriers. T-Mobile applies the SaaS pattern with telco price points, making complex plan tiers visually parseable.
Named Influences
- Deutsche Telekom — parent brand, source of T-Mobile Magenta and TeleNeo type system. https://www.telekom.com
- Vodafone — European telco peer with a comparable single-color brand commitment (Vodafone Red). https://www.vodafone.com
- MetaDesign — Berlin studio that redesigned TeleNeo in 2017 and shaped Deutsche Telekom’s corporate type system across markets. https://www.metadesign.com
- Verizon — US peer competitor; T-Mobile’s visual loudness reads as deliberate counter-positioning against Verizon’s conservative red. https://www.verizon.com
- AT&T — US peer competitor; T-Mobile’s saturation and irreverent voice reads as deliberate counter-positioning against AT&T’s deep-blue corporate restraint. https://www.att.com
- Stripe pricing pages — SaaS pricing-card pattern that informed the three-up plan-comparison shelf. https://stripe.com/pricing
- Linear product marketing — modern SaaS marketing layout patterns adopted by consumer brands. https://linear.app
- Saul Bass corporate identity work — mid-century commitment to single-color brand mark, influential on Deutsche Telekom’s original 1990s identity. https://en.wikipedia.org/wiki/Saul_Bass
- International Typographic Style (Swiss Style) — heritage source of the disciplined sans-serif + grid + flat surface approach. https://en.wikipedia.org/wiki/International_Typographic_Style
What T-Mobile Rejects
- Conservative carrier red (Verizon) — magenta is the explicit non-Verizon choice
- Deep navy corporate blue (AT&T) — the saturated magenta is the explicit non-AT&T choice
- Gradient-heavy SaaS aesthetics — surfaces are flat blocks of color
- Italics for emphasis — weight 600 is used instead
- Light-weight display headlines — the Un-carrier voice rejects calm; everything 32px+ is 600 or 700
- Soft pastel color palettes — magenta saturation is non-negotiable
- Stock illustration languages — real lifestyle photography or no imagery at all
14. Do’s and Don’ts
Do
- Use T-Mobile Magenta (
#e20074) liberally — backgrounds, fills, borders, eyebrows, ribbons, footer marks. Liberal use is the brand - Set the canvas at off-grey (
#f5f5f5), not pure white — magenta sings against off-grey, not against #fff - Set display headlines in TeleNeo weight 700 at 56–80px with
-0.02emto-0.03emletter-spacing - Use the 2px magenta border on featured plan cards with a “Most Popular” magenta ribbon at the top
- Keep button corners at 8px for both filled and outlined variants — fill density signals hierarchy, not corner geometry
- Use near-white (
#fbfbfb) for text on magenta surfaces, not pure white — this is a Deutsche Telekom convention - Set eyebrows in magenta at 14/600 uppercase with
0.08emtracking above headlines - Use the magenta promo band above the nav for active campaigns — full-bleed, no close button
- Anchor every page with the near-black footer with magenta T-Mobile wordmark bottom-left
- Use imperative Un-carrier CTAs: “Switch now”, “See plans”, “Check coverage”
- Format plan prices as a coupled pair: 64/700 dollar amount + 24/600 “/mo” qualifier on the same baseline
- Use brand-deep magenta (
#a30055) for small magenta text (under 16px) where AA contrast is tight
Don’t
- Don’t substitute or tint T-Mobile Magenta with a different magenta — Deutsche Telekom owns the trademark on this specific color
- Don’t introduce a second accent hue — no teals, no oranges, no secondary purples
- Don’t use pure black
#000000for body text — always use Near-Black#141414 - Don’t use pure white
#fffffffor text on magenta — always use Near-White#fbfbfb - Don’t soften plan-card corners below 12px or push button corners above 8px — the consistency is the system
- Don’t use gradients on backgrounds, buttons, or text
- Don’t use italics for emphasis — use weight 600 instead
- Don’t set display headlines in light weights (300, 400) — the Un-carrier voice rejects calm display
- Don’t add drop shadows beyond the controlled card-rest/card-hover pair — the system stays mostly flat
- Don’t use the magenta promo band for non-campaign content — it’s reserved for active offers
- Don’t compromise the full-bleed nature of the promo band, coverage map, and footer — they always go edge-to-edge
- Don’t soften the CTA verb register — “Get started” is too generic; “Switch now” is the Un-carrier voice
15. Agent Prompt Guide
Quick Color Reference
- Primary CTA: T-Mobile Magenta (
#e20074) - Primary CTA hover: Brand Deep Magenta (
#a30055) - Canvas background: Off-Grey (
#f5f5f5) - Card background: Pure White (
#ffffff) - Heading text: Near-Black (
#141414) - Body text: Near-Black (
#141414) - Secondary text: Secondary Body Grey (
#6e6e6e) - Institutional surface: Near-Black (
#141414) - Text on brand: Near-White (
#fbfbfb) — not pure white - Inline link: T-Mobile Magenta (
#e20074) - Focus ring: inset 2px T-Mobile Magenta
- Selected plan card border: 2px T-Mobile Magenta
Example Component Prompts
- “Create a primary magenta CTA button: T-Mobile Magenta (
#e20074) background, near-white (#fbfbfb) 16px weight 600 text, 8px border radius, 14px vertical × 24px horizontal padding, 48px height. Hover: bg darkens to brand-deep (#a30055) over 200ms. Use for ‘Switch now’, ‘See plans’, ‘Check coverage’.” - “Create a magenta ghost button: transparent background, T-Mobile Magenta (
#e20074) 16px weight 600 text, 2px solid magenta border, 8px radius, 14px / 24px padding. Hover: fill softens to magenta-soft-tint (#fce6f1). Use for ‘Learn more’, ‘Compare plans’.” - “Design a featured plan-comparison card: pure white background, 12px border radius, 2px solid T-Mobile Magenta (
#e20074) border, magenta ‘Most Popular’ ribbon flush at top with near-white uppercase eyebrow text. Inside: plan name in 20/600 near-black, then plan price as 64/700 dollar amount + 24/600 ‘/mo’ on the same baseline, then feature list in 14/400, then full-width magenta-fill CTA.” - “Build a hero section on T-Mobile.com: off-grey (
#f5f5f5) canvas, monumental display headline in TeleNeo 80px weight 700 with-0.03emletter-spacing in near-black#141414, magenta eyebrow above headline at 14/600 uppercase with0.08emtracking, primary magenta-fill CTA below at 8px radius. Optional lifestyle photo on right.” - “Create a magenta promo band: full-bleed T-Mobile Magenta (
#e20074) background, 56px tall on desktop, near-white (#fbfbfb) 14/600 copy with inline near-white underlined CTA link. Sits flush above the top nav. No close button.” - “Design a coverage map panel: near-black (
#141414) full-bleed surface, US landmass in slightly lighter#1f1f1f, white 1px state outlines, T-Mobile Magenta (#e20074) filled polygons for 5G coverage areas. Top-left legend with magenta swatches + near-white uppercase labels. Zip-code input with 2px magenta focus ring.” - “Design the footer: near-black (
#141414) full-bleed surface, 64px vertical padding, 5-column near-white link grid, T-Mobile wordmark in brand magenta bottom-left at 40px tall, legal line in 11px grey at very bottom, hairline column dividers atrgba(255,255,255,0.18).”
Iteration Guide
When refining existing screens generated with this design system:
- Verify the canvas is off-grey (
#f5f5f5), not pure white — magenta needs the cool off-grey to pop - Confirm text on magenta surfaces uses near-white (
#fbfbfb), not pure white — Deutsche Telekom convention - Check that display headlines use weight 700 with negative tracking (
-0.018emto-0.03em) — the Un-carrier voice rejects light display weights - Verify the featured plan card has a 2px magenta border with a “Most Popular” magenta ribbon at the top
- Default text color to near-black (
#141414), never pure#000000except in legal disclaimers - Use brand-deep magenta (
#a30055) for small magenta text (under 16px) where AA contrast on off-grey is tight - Reach for T-Mobile Magenta liberally — backgrounds, fills, borders, eyebrows, footer marks — the brand is loud, lean into it
- Use the universal page rhythm as a checklist: promo band → white nav → hero → plan shelf → feature tiles → coverage map → store band → near-black footer
Theme-toggle audit: score=0, signals=[none]
Drop t-mobile into your project, then ship the actual sections in an afternoon.
1 · install design
npx @webdesignhot/design-md add t-mobile 2 · ship landing page
npx agentkit init --design t-mobile