light · education · sans · friendly · purple · marketplace
Udemy
Signature `#a435f0` purple on white with Sailec sans — the open course-marketplace bazaar made approachable.
By webdesignhot · www.udemy.com
$ npx design-md add udemy
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Adidas Pure-black sport-utility, AdihausDIN/adidasFG uppercase, three-stripe geometry — the engineering canon for global sportswear. Adobe Creative-suite chrome — paper-white canvas, magenta-to-orange wordmark gradient, and Adobe Clean carrying every product grid. AgentKit Three swappable themes for AI agent products — editorial dark, daylight bright, fintech cool-blue. Airbnb Pure-white marketplace canvas with one Rausch coral and Cereal — generous photography, soft pills, modest type. Airtable White-canvas editorial workflow software with full-bleed coral and forest signature cards punctuating a near-black pill-CTA system. Alibaba Electric orange `#ff6a00` + dense merchant grids — the global B2B wholesale floor as a website. Amazon Smile-orange CTA, Amazon Ember sans, dense product grids — the canonical everything-store interface. Amazon Web Services Squid-ink navy with Smile-orange CTAs — the densest tile-portal on the cloud-platform internet. Anthropic Editorial broadsheet for AI safety — cream canvas, Anthropic Serif body, terracotta clay accent, magazine geometry. Apple White-canvas product theatre — SF Pro Text, 980px pill CTAs, and a single-blue accent system. Apple Music Pink-red gradient hero with album-grid kinesthetics — SF Pro precision, signature `#fa233b` brand pink, glassy dark canvas. Apple TV+ Pure-black cinematic theatre with SF Pro and ruthless minimalism — content as the only voice. Arc Browser-as-personality marketing — buttery cream canvas, Marlin Soft display, hand-tooled blue-and-coral palette. Are.na Bare grey-and-orange minimalism — a single Helvetica-class sans, hairline borders, and a stubborn refusal to optimise for engagement. Asana Approachable work management in soft purple — Asana Sans at modest weights with a rainbow accent palette and warm sky-tinted whitespace. Astro Cosmos navy canvas with violet-to-orange brand gradient — Mona Sans display, Inter body, Astro''s star-chart MPA framework dressed as an observatory dashboard. ASUS Republic of Gamers red `#cd0000` on black with bold sans — Taiwan engineering meets esports brutalism. Audi Vorsprung durch Technik on near-black — Audi Type sans, four-rings precision, and a near-monochrome canvas with `#bb0a30` reserved for sport. Auth0 Twilight-blue dark canvas with TWK Lausanne 300 display + Aeonik body — the original identity-platform aesthetic. Axiom Deep-navy observability with a cyan electric accent — Inter for body, JetBrains Mono for every event label, and a structural grid that reads as logs at planet scale. Axios Smart-brevity in chromatic form — blocky white canvas, Tiempos-flavored Atiza serif, signature `Why it matters:` time-bars and bullet-first prose. Base Coinbase-adjacent L2 minimalism — coinbaseSans on white, signature electric blue Baseten White canvas with Inter and a signature `#6c5ce7` purple — ML model deployment dressed in approachable workshop chrome. BBC News Signature BBC red (`#bb1919`), Reith Sans + Reith Serif, the global broadcaster authority typography of the world''s public-service news. Bear Off-white canvas, a custom bearsans display, a red bear icon, and tealish handwritten underlines — a Markdown notes app dressed as a Mac Pro magazine. beehiiv Aggressive black-on-yellow newsletter punch — heavy display sans, hyper-flat cards, and a `#ffd60a` highway-yellow that reads like a tabloid front page. Binance Trading-floor near-black with a single high-voltage Binance Yellow doing all the brand work — BinanceNova for type, BinancePlex for numbers. Bloomberg Iconic black-orange financial broadsheet — BWHaasHead headlines, AvenirNextPForBBG chrome, terminal-grade data density. Bluesky Sky-blue `#0085ff` on bright white with Inter sans — the AT-Protocol social network rendered as airy, federated, open. Blur Pure-black canvas, neon `#ff8700` orange voltage, and JetBrains-Mono-default everywhere — brutalist NFT trader terminal as competitive instrument. BMW Corporate-blue calm — BMW Type Next on a cream-tinted white, dark navy hero bands, and the M-stripe triplet in reserve. BMW M Performance black on M-blue/M-violet/M-red — the motorsport variant that turns BMW corporate into track-day theatre. Booking.com Deep-blue commerce engine — Bookin Sans on white, yellow CTA voltage, dense booking-funnel maximalism. Bose Pure black canvas, Helvetica restraint, and premium-audio confidence — sound presented as engineering art. Brex Cool grey-blue surfaces, magenta-to-purple-to-indigo gradient, Söhne 600 — fintech as fast, modern, slightly flashy. Bugatti French-engineered austerity — pure black canvas, three Bugatti typefaces, and full-bleed photography as the only voltage. Bun Cream canvas with chunky pink accents and the wide-eyed mascot — a JS runtime dressed as a 1970s bakery sign. Cal.com Open-source calendly with one bold custom font — Cal Sans on a soft `#f4f4f4` paper canvas. Calm Signature `#0066ff` deep blue + Aktiv Grotesk + meditation-deep cool atmospheric calm. Capacities Cream-yellow canvas, Inter at 700 with a Crimson Pro serif fallback, and a yellow underline as page ornament — a PKM that thinks like a sketchbook. Cartesia Bright clinical white with a single deep-blue action — voice-AI presented as scientific instrument rather than consumer product. Cash App Electric `#00d54b` green on near-black, Cash Sans monospace-flavoured geometry, and p2p-money youth aesthetic. Character.AI Cool zinc canvas, custom atHauss sans, and dark pill CTAs — a roleplay social product dressed in TikTok-grade neutrality. Chevrolet Gold-cross American classic — Louis sans on white with a `#cd9834` bowtie, a `#003876` corporate blue, and Camaro/Corvette red drama in reserve. Claude.ai Cream paper canvas, Anthropic Sans for body and Anthropic Serif for the headline — an AI assistant set in literary type. Clerk Geist + Suisse on near-black canvas with `#6c47ff` violet CTA — the drop-in-auth dev-tool aesthetic. ClickHouse Near-pure black canvas with electric yellow as the brand voltage — database performance dressed in voltmeter chrome. Cloudinary Media-API technical infrastructure in confident blue — Inter at modest weights with a deep navy-blue brand and a single chromatic accent for media moments. Cohere Stark white editorial canvas with deep green-black product bands and a CohereText/Unica77 type split. Coinbase Institutional-grade calm — pure white canvas, a single Coinbase Blue, and Coinbase Display set at weight 400 instead of 700. Composio Near-black canvas with deep-electric-blue voltage and a 2x2 terminal-mockup hero — agent infrastructure dressed as developer instrumentation. Corsair Yellow `#ffff00` lightning on black with Roboto — RGB-everything peripherals and PC components. Costco Warehouse blue + signature red, Helvetica utilitarian — bulk-buying signage translated to web. Coursera University-blue `#0056d2` on warm-white parchment with Source Sans — the canonical online-degree marketplace. Cursor Warm cream IDE-marketing — `#f7f7f4` canvas, `#26251e` ink, custom CursorGothic display, JetBrains Mono code, vivid orange accent. Datadog NationalWeb on white with the iconic `#632ca6` purple — observability dressed as an enterprise dashboard, structurally dense, chromatically restrained, multicolour where the data demands it. Deel A warm dark canvas with electric coral and orange accents — global payroll dressed as a confident product portrait. DeepSeek Deep-blue Chinese-tech minimalism — a research lab dressed in `#4d6bfe` and stark white space. Dell Pragmatic blue `#007db8` with custom Roboto-derivative — business-first PC commerce since the dorm room. Deno Inkwell black on warm white with the dinosaur mascot — TypeScript runtime as Eric Carle children's book. Descript Cream-pink canvas, a custom Brett display serif, and a wine-dark CTA — an AI video editor that ships like a magazine. Discord Indigo-ground hangout — gg sans body, ABC Ginto Nord display, 12-16px tile radii, white pill CTAs. Disney+ Deep navy gradient streaming hall with custom Inspire display sans and the unmistakable Disney+ wordmark arc. DoorDash Signature red-orange CTA, custom DoorDash Sans, delivery-funnel commerce — the dominant on-demand local marketplace. ElevenLabs Near-black voice-tech ground with white voice-wave aesthetic — Inter at studio scale, pill CTAs, and a single saturated accent that reads as both wayfinding and brand. Epic Games Pure-black canvas with custom Brutal Type / Heading Now display — Fortnite-saturated marketing meets PC-storefront merchandising. Ethereum Off-white canvas, ethereum-blue `#1c64f2` voltage, and Inter + serif duet — community-owned protocol as open documentation. Etsy Burnt-orange CTA, Graphik humanist sans, handcrafted-warmth aesthetic — the marketplace for makers and small batch. Excalidraw Literal hand-drawn whiteboard — wobbly SVG strokes, Virgil-style handwriting, and a deliberately primitive UI that turns digital sketching into nostalgia. Expedia Navy commerce + Mango yellow voltage — Expedia Sans, dense travel-funnel density with One Key loyalty colour-coding. Fantastical White paper, Effra geometric sans, full-round blue pills, and a rainbow of app-icon glass squares — a calendar app marketed like Apple''s Pro Apps. Ferrari Cinematic editorial in near-black — Rosso Corsa restraint, FerrariSans 500, and full-bleed cavallino photography. Figma Bright multi-color section bands with figmaSans display and figmaMono eyebrows — a marketing site that designs in scenes. Financial Times Salmon-pink page (`#fff1e5`) — the world''s most recognizable newspaper background, paired with Financier display + MetricWeb sans for global markets coverage. Fireworks AI Light canvas with Inter sans and a signature `#6720ff` purple-amber-orange spark — fast-inference platform dressed in speed-of-light kinetic chrome. Fly.io Mackinac display + Fragment Mono on a violet-saturated canvas — a PaaS that dresses like a small-press magazine. Ford American-truck heritage in corporate blue — Antenna sans, oval-script wordmark, and a deep `#003478` voltage that has carried the brand since 1927. Framer Black-on-white maximalism with electric gradient floods — Inter Display at heroic sizes, motion as a first-class material. Frontegg PP Neue Machina display + Neue Montreal body — plug-and-play user-management with deep-blue gravitas. Gemini (Google) Blue-into-violet gradient, Google Sans, soft Material 3 surfaces — Google''s house style applied to a chat interface. Ghost Warm-cream content CMS aesthetic — Inter for chrome, a soft serif for the writing surface, and a single confident green for action. GitHub Dark-canvas developer-platform marketing — Mona Sans variable headings, lime-green accent, near-black ground. GitHub Copilot Pure-white canvas, pure-black inverted CTAs, Mona Sans display — GitHub's editorial confidence applied to AI tooling. Grafana Dark observability canvas with the iconic `#f46800` orange — Inter for body, Roboto Mono everywhere a label hides, multi-colour chart palette ripped straight from a real dashboard. Granola White paper, a custom Quadrant book serif, and an olive-green CTA — an AI notepad that dresses like a stationery shop. Grubhub Friendly red-orange CTA, Sentinel display + Avenir body, dense delivery-app commerce — the long-running incumbent. HashiCorp Black canvas hosting a per-product color portfolio — Terraform purple, Vault yellow, Consul red, Waypoint cyan — multi-product identity made literal. Hashnode Developer publishing platform — deep navy canvas, electric blue brand, Inter sans + JetBrains Mono code chrome. HBO Max Deep purple-black premium streaming canvas with custom Sharp Grotesk and the unmistakable Max wordmark. Headspace Signature `#ffac1d` orange + custom round display + meditation-friendly playful warmth. Height AI-PM workspace dressed in chalk pastels — Inter at modest weights over a near-paper canvas, with a single confident accent and an AI-purple voltage moment. Honda Reliability-first restraint — HondaGlobalFont on white, signature red HP Cyan-blue `#0096d6` HP-circle on white with Forma DJR — the 84-year-old technology brand''s mainstream face. Hugging Face AI community canvas — deep blue-black ground, Source Sans Pro headlines, pill auth + 8px tile cards. Hulu Near-black canvas anchored on Hulu Green `#1ce783` with Graphik sans — the bright, cable-meets-streaming UI. IBM Carbon Design System made literal — pure-white canvas, IBM Plex Sans at light 300, square corners, and one assertive `#0f62fe` blue. Ideogram A bright white canvas with a single saturated violet cue — a typography-first AI image tool that lets the gallery do all the talking. Instacart Grocery-shopping-list practical — Instacart Sans on white, signature carrot green Kagi A premium search engine dressed in warm cream and Plex — the indie answer to ad-funded search. KAYAK Burnt-orange flight-search density — Open Sans on white, comparison-engine maximalism, price-graph data viz. Khan Academy Signature `#14bf96` mint green on white with Lato sans — free-for-everyone education in a warm, encouraging register. Kinde White canvas with Inter 72/500 display + dev-friendly pink-coral accent — the approachable auth-billing-access platform. Kit A cream newsletter canvas with a custom KitSans display, a Libre Franklin secondary, and a pastel-rainbow chip set — the editorial register reborn from ConvertKit. Kraken Kraken Purple `#7132f5` on white — Kraken-Brand display + Kraken-Product UI for a calmer, less-bombastic crypto exchange. Krea A pure-black studio with Suisse Intl set quietly at 60px — a creative-AI gallery that lets the work and the cobalt CTA carry the colour. Lamborghini Cathedral of darkness — true black canvas, Lamborghini Gold accents, and LamboType angled-terminal display. LangChain Deep navy canvas with Inter precision and a quietly confident teal accent — agent orchestration dressed as engineering documentation. Linear Dark-canvas product surface — pure-black ground, indigo accent, custom Inter weights, pill CTAs. LiveKit Realtime audio-video infra — Public Sans 300 weight on near-black, signature cyan LlamaIndex White canvas with Inter and a signature `#1b9aff` blue — RAG infrastructure dressed as a clean technical reference card. Logitech Soft consumer-tech blue gradients with Brown sans — design for the way you work, play, and create. Lovable Pink-into-violet gradient on white — vibe-coding dressed in playful, friendly chromatics. Magic Eden Mint-cream canvas, magenta-mint accent duet, and a custom Foundry display — Solana-native marketplace as boutique gallery. Mailchimp Cavendish-yellow chunkiness — a custom display serif (Cooper Light), the signature `#ffe01b` block, and a brand voice that hugs you while it ships campaigns. Mastercard Cream-canvas editorial fintech, circular-portrait orbits, MarkForMC at 450 weight — institutional-but-warm payments brand. MasterClass Pure-black cinema with custom display serif and editorial reverence — celebrity-instructor learning as a premium streaming product. Medium Editorial reading-first publishing — magazine-grade serif body, GT Super display, signature green-on-white pill CTAs. Mercedes-Benz Three-pointed-star authority — MBCorpo on near-black canvas, silver-blue Mercury A near-pure white canvas with a literary serif headline and a signature mercury-mint accent — banking dressed as a quiet magazine. Meta Optimistic blue (#0467df) on a white corporate canvas — Optimistic Display headlines, generous space, social-platform conglomerate at rest. Microsoft Fluent surfaces — off-white canvas, Segoe UI Variable Display, and a Cortana-blue action color carrying every product. Midjourney A deep cosmic canvas where JetBrains Mono headlines float over a wide-gamut OKLCH rainbow — a research lab dressed as a chapel. MiniMax Stark monochrome canvas broken open by vibrant gradient product cards — coral, magenta, blue, purple as model identity. Mintlify Documentation-platform marketing — pure white canvas, mint-green accent, Inter at tight tracking, near-black pill CTAs. Miro Canary-yellow Mistral Butter-yellow canvas, Arial as a deliberate anti-tech statement, and zero-radius rectangles — French AI as a brutalist art-school manifesto. Modal Serverless GPU infra in lime-green — `#0c0c0c` canvas, electric `#7fee64` accent, custom Modal Mono on every chip and code block. Monday.com Project management in confident red-pink — Poppins display at bold weights with a colorful saturated palette and a playfully energetic visual rhythm. MongoDB Signature MongoDB green Motion AI-calendar productivity in green-and-purple — Inter at modest weights with a green-to-purple voltage gradient signaling the AI scheduler, anchored by a clean white canvas. MSI Dragon-red `#ff0000` on jet black with bold display sans — the Taipei dragon-heritage gaming hardware brand. Mux Video API for developers — Aeonik on light-cream, Rotonto display, JetBrainsMono CTAs, sharp 0px corners. Neon Serverless Postgres dressed in late-night green — a near-black canvas with a single electric mint accent. Netflix Pure-black streaming theatre with signature `#e50914` red and Netflix Sans — the canonical media-tile grid. Nike Pure black, pure white, Helvetica Now — pill CTAs and full-bleed athletic photography on a single soft cloud gray. Notion Off-white canvas with Lyon serif accents and a custom NotionInter — a workspace dressed as a literary magazine. Nuxt Forest-green `#00dc82` glow on a near-black canvas — Vue-flavored warmth dressed for the cosmos. NVIDIA Engineering-grade canvas — pure black hero / paper-white body / one violently saturated `#76b900` green that carries every CTA and corner square. Omnivore Open-source read-it-later — near-white reading canvas, focused emerald-on-paper brand, archival elegance after the Eleven Labs sunset. OpenAI Pure white canvas, OpenAI Sans set in calm 500-weight, and a single black pill for the only action that matters — try ChatGPT. OpenRouter Pure-black canvas with custom display typography and pragmatic mono — LLM-router infrastructure dressed as a terminal billing dashboard. OpenSea Pure-black canvas, electric `#2081e2` blue, and Inter at trader-pro density — the original NFT marketplace as financial terminal. Optimism Pure-white canvas, signature `#ff0420` red voltage, and Inter at confident L2 register — Ethereum rollup as bold optimistic infrastructure. Ory White canvas with Inter 48/400 display + signature deep-navy `#0f172a` CTA — open-source-first identity for technical teams. Oura Pure-black canvas with Inter precision and gold-stamped scores — the premium-ring health-precision aesthetic. Paper Website A literal sheet-of-paper website — single literary serif, off-white sheet canvas, narrow reading columns, ink-blue links. PayPal Dual-blue corporate trust — PayPal Sans Big over white, with a deep-navy ink and a sky-blue counterpoint. Peloton Signature `#cb1e4e` red on midnight ink, Inter display, instructor-led premium-fitness storefront. Perplexity Cream paper canvas, custom pplxSans, and the unmistakable Tropic-cyan accent — a reference-library answer engine dressed in warm tones. Pinecone White canvas with Inter and a signature `#1cb0d0` cyan — vector database technical-marketing dressed in clean blueprint chrome. Plaid Pale blue trust on white, classical Stripe-adjacent type, and a Benjamin-Franklin-as-mascot moment of personality. Plain B2B support tool with a Dinamo grotesk and a single radioactive `#1ad379` action — Linear-restraint applied to support. PlanetScale Pure-black canvas, blood-red accent, mono-set numerals — a database brand styled like a financial terminal. Polar Dev-tool obsidian — 8rem editorial display headlines, indigo accents, Louize serif moments. Polygon Deep purple `#8247e5` voltage, soft surface ladder, and Inter at enterprise calm — Ethereum L2 as institutional infrastructure. Porsche Engineering-purity black-on-white — Porsche Next at 96px regular, Rosso PostHog Cream-canvas analytics with mustard-yellow CTAs and IBM Plex — open-source craft, not SaaS gloss. Postmark Postal-yellow #ffde00 + warm-black #1c1d1f + paper-white canvas — the transactional email API designed like a friendly post office sign. Prime Video Amazon-blue streaming canvas with Ember sans and the dense, utility-first marketplace UI vocabulary. PropelAuth White canvas with SF Pro Rounded display 60/900 + deep-navy ink — B2B multi-tenant auth with Apple-tinted polish. Qwik Electric purple-to-blue gradient on near-black — resumable execution dressed as a lightning bolt. Railway Ship software peacefully — IBM Plex Serif headlines on a deep eggplant canvas, with a single confident violet for action. Raindrop.io White paper, system-ui sans, soft watercolor blob backgrounds, and a vivid `#0b7ed0` blue CTA — a bookmark manager that ships like a creative-tool sketch. Ramp Off-yellow `#fcfb70` and black-on-white editorial — finance ops dressed as a printed annual report. Raycast Near-black canvas, glowing keycaps, monospaced shortcut chips — a marketing site that thinks like a launcher. Razer Neon `#44d62c` snake-green on jet black with Roboto — the For Gamers, By Gamers visual signature. Readwise Pastel-orange book-club warmth — soft cream canvas, friendly Tiempos serif accents, and a tangerine that signals 'this is your library.' Reddit Front-page-of-the-internet orange — community-card density, IBM Plex Sans display, and a confident Remix Signature `#3992ff` blue on pure white with Inter — a nested-routes web framework dressed as a manifesto poster. Render Lavender on white — a PaaS that swapped Heroku purple for a candy-bright #8a05ff and kept the airy whitespace. Replicate AI-API marketing — light page chrome, dark hero canvas, rb-Freigeist Neue display, JetBrains Mono code, sharp 0px corners. Replit Saturated turquoise on `#0e1525` ink — the cloud-IDE aesthetic with IBM Plex DNA and a JetBrains Mono soul. Resend Pure-black canvas with Domaine Display serif at 96px and Commit Mono code chips — email infra that thinks in italics. Retool Pragmatic blue #3a55fc + Inter + dense product mocks — the internal-tool platform that designed itself like a well-organised admin panel. Reuters Global newswire restraint — signature orange (`#ff8000`), Knowledge Medium custom sans, broadsheet rigor for the world''s oldest news agency. Riot Games Crimson `#d13639` red on near-black with custom Riot Beam display — esports-tournament drama and competitive-MOBA editorial. Rive Chunky animated display type and saturated playful colour — interactive graphics platform that wears its motion design on its sleeve. Roblox Bright `#ed1d24` red on white with Builder Sans — the youth-block-builder playground turned multi-billion-game social platform. RunPod Deep slate canvas with Inter and a signature `#673ab7` purple — accessible GPU cloud dressed in friendly developer chrome. Runway A near-black research canvas with ABC Normal headlines pulled tight at -2.5px — a film studio, an ML lab, and a brutalist gallery in one shell. Salesforce Cloud-trust dashboards — Salesforce Sans on a sky-blue ground, with Astro the bear standing guard over a dense CRM portal. SAP Enterprise-ERP precision in cobalt — SAP72 sans, signal-blue accents, and a calm white canvas built for trust. Segment Twilio Segment's customer-data-platform canvas — Whitney SSm humanist sans, navy-on-white, single confident `#1866ee` blue. Semafor Paper-cream canvas (`#f8f5d7`) with FeatureFlatHeadline serif and signature flag-style topic columns — global-news editorial built for the post-Twitter era. SendGrid Functional API-blue on white — the email-platform dashboard aesthetic, now folded under the Twilio umbrella. Sentry Deep-aubergine observability — Dammit Sans display, Rubik body, JetBrains Mono code, signature violet #7553ff and pill CTAs. shadcn/ui Copy-paste components in pure black-on-white — the most influential design system not actually shipped as a library. Shopify Dark-first commerce theatre — 96px NeueHaasGrotesk at weight 330, electric mint focus rings, and stacked multi-layer shadows. Signal Privacy-first messaging in `#3a76f0` Signal blue with Inter sans — minimal, ad-free, end-to-end-encrypted by default. Slack Aubergine workspace marketing — Salesforce-Avant-Garde headlines, all-caps 4px CTAs, white canvas with `#4a154b` accents. SolidJS Deep navy with a blue-to-cyan brand gradient — reactive primitives dressed as a circuit diagram. Sonos Pure black canvas, Inter typography, and audio-system minimalism — speakers presented as gallery objects. SoundCloud Signature `#ff5500` orange on `#f2f2f2` paper with Interstate sans — waveform-first audio social UI. SpaceX Pure-black cinematic photography, D-DIN aerospace stencil type, ghost-button minimalism — the interface disappears. Spotify Electric `#1ed760` green on near-black canvas with Spotify Mix sans — the canonical streaming-audio tile grid. Square Pure black on pure white, Square Sans grids, and retail-POS minimalism — commerce as black-and-white geometry. Starbucks Forest-green storefront — SoDoSans, full-pill buttons, warm-cream canvas, and a floating Frap CTA the brand calls home. Steam Deep blue-gray `#1b2838` with Motiva Sans — the utilitarian PC-gaming library that runs the world's largest digital storefront. SteelSeries Esports orange `#ff6900` on near-black with Inter — Danish precision peripherals for competitive play. Strava Signature `#fc4c02` orange + Inter on white — endurance-athlete data-driven storefront with map-overlay heritage. Stripe Editorial fintech polish — light Söhne headlines at weight 300, navy-not-black text, signature `#533afd` purple CTAs. Stytch Paper-cream canvas with Booton display + Chivo Mono body — passwordless-modern auth, joined Twilio. Substack Magazine-on-the-internet — Spectral serif body at 19px, Cahuenga display, signature `#ff6719` orange CTAs. Suno A near-black booth with cream Neue Montreal and a hot-pink cue light — a music studio, a record sleeve, and a chat app fused into one canvas. Sunsama Thoughtful daily planning in warm cream and ink — Inter at modest weights over a paper-cream canvas with sage and rose accents and a calm, unhurried voice. Supabase Off-black canvas, signature emerald `#3ecf8e`, Circular as display, Postgres-grade type discipline. Superhuman White paper canvas, a custom Super Sans variable, and a single confident lavender — premium email dressed as a stationery brand. Supreme Box-logo red, Courier monospace, skate-deadpan minimalism — the most influential streetwear store on the web. Svelte Hot orange #ff3e00 against clean white with a confident sans — the framework that wears its flame as a wordmark. Tailwind CSS The system applied to itself — Inter Variable on white canvas, signature cyan #06b6d4, every component built from Tailwind utilities. Tana Pure black canvas, a custom tanaClassic serif at 83px, and a pale-pistachio CTA — a knowledge graph dressed as a literary supplement. Target Bullseye red CTA, Helvetica Neue, photographic hero — friendly mass-market design with confident chromatic restraint. Telegram Cloud-blue messaging — Tesla Cinematic showroom on white — one Electric Blue CTA, Universal Sans, and viewport-height car photography. The Atlantic Modern serif headlines on cream-paper, signature Atlantic orange `#fbb33b`, long-form magazine reading rendered for the web. The Economist Deep cinnabar red `#e3120b`, Milo serif body, Econ Sans labels — the global-affairs weekly rendered with cover-illustration discipline. The Guardian Guardian Egyptian slab serif, signature navy `#052962`, structured ruled hierarchy with bold section accents. The New York Times Cheltenham serif headlines on paper-white, signature breaking-news red, the canonical American broadsheet rendered for the web. The New Yorker Adobe Caslon Pro + Irvin headline cap — a century of editorial gravitas in cream paper, ink black, and signature cartoon line. The Washington Post Postoni serif blackletter masthead, "Democracy Dies in Darkness" tagline, sober ink-on-paper political broadsheet. Things Cool light-blue canvas, system-ui sans, vivid Things-blue accent — a task manager that ships like an Apple Pro Display. Threads Instagram-adjacent text-first social — pure-black canvas, system-sans clarity, and a quiet brand restraint built from the @ glyph alone. TikTok Electric cyan-magenta on pure black — vertical-video voltage with custom Proxima Nova display and a bold neon brand grammar. tldraw Casual whiteboard sketchy — hand-drawn UI primitives, dotted-grid canvas, and a soft pastel palette that wears its toy-like energy with confidence. Together AI Deep navy on near-white with Inter sans — open-source LLM cloud rendered as developer-platform infrastructure. Toyota Japanese-reliability mainstream — `#eb0a1e` Toyota red on white, ToyotaType sans, and a calm-confident marketing surface for the world's most-sold automotive brand. Turbo Vercel-grade pure-black canvas with a magenta-to-blue Turbo gradient — the build system that wears its speed as a sweep. Turso SQLite at the edge — a deep-teal canvas with a CRT-bright cyan accent (#00face) that reads as a glowing edge node. Twilio Signal-red `#f22f46` against clean white — communications APIs given the visual weight of a broadcast colour. Twitch Purple `#9146ff` on `#0e0e10` canvas with Inter — the live-streaming UI built around chat, raids, and gaming density. Uber Eats Pure-black ground, Uber Move custom sans, Uber-app continuity — the operating system of food delivery. Uniqlo Signature red `#ff0000`, Helvetica Neue system stack, japanese-utility-functional grid — the LifeWear engine. v0 A near-white prompt canvas with GeistSans and pure OKLCH grayscale — Vercel''s AI builder dressed as the calmest text editor on the internet. Venmo A single confident `#3d95ce` blue, Aktiv Grotesk geometry, and a social-feed informality — payments dressed as group chat. Vercel Brutalist developer-product polish — near-white canvas, near-pure black-on-near-white type, Geist sans + mono, conic-gradient accents. Vite Electric purple #646cff + Manrope display + a literal lightning-bolt mark — the build tool that designed itself to feel as fast as it is. Vodafone Vodafone Red broadcast band, monumental 144px display, two-tier button system — corporate-newsroom telecom design. Volkswagen People's-car blue — the deep `#001e50` corporate hue, custom VW Sans, and a friendly-German marketing surface that sells everyday mobility with confidence. Walmart Spark-yellow on big-box blue, Antonio Display + Bogle sans — everyday low prices made loud. Warp Near-black canvas, neon-lime cursor, real terminal screenshots — a marketing site that boots like a shell. Weaviate White canvas with Inter and a signature `#1cdb46` open-source green — modular vector database dressed in approachable engineering chrome. webdesignhot AI-era editorial dark — pure black with one acid-lime accent. Webflow Indigo-to-purple gradient discipline with a precise structural sans — the visual builder that markets itself like a design conference. WHOOP Lime `#a0d10b` voltage on jet-black, Inter precision, recovery-data athlete-grade aesthetic. WIRED Newsstand-density editorial grid, sharp-corner buttons, mono ALL-CAPS kickers — Conde Nast meets engineering lab. Wise A flexible bright-lime green on cream-white — money that travels in sans-serif and a single confident accent. Workday HR-warm professional in tangerine — Adelle Sans humanist curves, signature `#f37721` orange, and a calm white people-first canvas. WorkOS Pure-white canvas with Untitled Sans 80/500 display + indigo-violet h2 — the B2B-enterprise gravitas aesthetic. X Pure-black canvas with Chirp display — algorithmic minimalism, single-letter wordmark, ruthless type discipline. Y Combinator Brutalist orange monolith — system-font sans on white canvas, signature `#f26625` orange-red blocks with hard 0px corners. You.com Crisp white developer-doc canvas, custom Lumen Sans, and the indigo `#5368EE` accent — a search API rebrand done as enterprise infrastructure. YouTube YouTube Sans + Roboto + signature `#ff0000` red — content-density at planetary scale. Zora Cream-white canvas, electric purple-orange duet, and a custom display — onchain creator network as zine cover.
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Tokens design.md/v1.5
- bg
#ffffff - bg-warm
#f7f9fa - bg-muted
#f3f4f6 - bg-deep
#1c1d1f - bg-promo
#f3eaff - bg-sale
#fef2cd - surface
#ffffff - surface-elevated
#ffffff - surface-hover
#f7f9fa - surface-soft
#faf9fc - surface-strong
#e7e9eb - surface-dark
#2d2f31 - text AAA · 16.9
#1c1d1f - text-strong
#000000 - text-muted
#6a6f73 - text-soft
#8b8d92 - text-disabled
#a8aaae - text-on-brand
#ffffff - text-on-dark
#ffffff - text-link
#5624d0 - text-link-hover
#401b9c - brand AA · 4.8
#a435f0 - brand-hover
#8710d8 - brand-active
#6d28d9 - brand-soft
#f3eaff - brand-deep
#5624d0 - accent-yellow
#f69c08 - accent-yellow-bg
#eceb98 - accent-orange
#f3ca8c - accent-red
#cc0c39 - accent-green
#1c8c2e - accent-blue
#3268bd - border — · 1.5
#d1d7dc - border-soft
#e9ebee - border-strong — · 2.7
#9b9fa3 - border-focus
#5624d0 - on-brand
#ffffff - rating-star
#f69c08 - rating-star-empty
#d1d7dc - badge-bestseller
#eceb98 - badge-bestseller-text
#3d3c0a - badge-hot
#f3ca8c - badge-hot-text
#3d2305 - price-current
#1c1d1f - price-original
#6a6f73 - shadow-card
rgba(0,0,0,0.10) - shadow-modal
rgba(0,0,0,0.24) - shadow-popover
rgba(0,0,0,0.16) - success
#1c8c2e - success-soft
#e6f2e8 - warning
#f4951f - warning-soft
#fff5db - danger
#cc0c39 - danger-soft
#fbeaea - info
#5624d0 - info-soft
#f3eaff
Ship faster than ever.
display-hero "Udemy Sans" 56px w700 -0.02em
Ship faster than ever.
display-xl "Udemy Sans" 44px w700 -0.015em
Ship faster than ever.
display-lg "Udemy Sans" 32px w700 -0.01em
Ship faster than ever.
display-md "Udemy Sans" 24px w700 -0.005em
The quick brown fox jumps over the lazy dog.
price-current "Udemy Sans" 22px w700 0
Ship faster than ever.
display-sm "Udemy Sans" 20px w700 0
The quick brown fox jumps over the lazy dog.
title-lg "Udemy Sans" 18px w700 0
The quick brown fox jumps over the lazy dog.
body-lg "Udemy Sans" 18px w400 0
The quick brown fox jumps over the lazy dog.
title-md "Udemy Sans" 16px w700 0
The quick brown fox jumps over the lazy dog.
body-md "Udemy Sans" 16px w400 0
The quick brown fox jumps over the lazy dog.
button-lg "Udemy Sans" 16px w700 0
The quick brown fox jumps over the lazy dog.
title-sm "Udemy Sans" 14px w700 0
The quick brown fox jumps over the lazy dog.
body-sm "Udemy Sans" 14px w400 0
The quick brown fox jumps over the lazy dog.
button-md "Udemy Sans" 14px w700 0
The quick brown fox jumps over the lazy dog.
rating "Udemy Sans" 14px w700 0
The quick brown fox jumps over the lazy dog.
price-original "Udemy Sans" 14px w400 0
OUR DESIGN SYSTEM
caption "Udemy Sans" 12px w400 0
The quick brown fox jumps over the lazy dog.
metadata "Udemy Sans" 12px w400 0
The quick brown fox jumps over the lazy dog.
badge "Udemy Sans" 12px w700 0
- step-0 4px
- step-1 8px
- step-2 12px
- step-3 16px
- step-4 20px
- step-5 24px
- step-6 32px
- step-7 40px
- step-8 48px
- step-9 64px
- step-10 80px
- step-11 96px
- step-12 128px
- micro
2px - sm
4px - md
6px - lg
8px - xl
12px - pill
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---
name: Udemy
tagline: Signature `#a435f0` purple on white with Sailec sans — the open course-marketplace bazaar made approachable.
author: webdesignhot
source_url: https://www.udemy.com
spec: design.md/v1.5
quality: curated
featured: false
categories: [media, marketplace]
tags: [light, education, sans, friendly, purple, marketplace]
preview_swatch: ['#ffffff', '#a435f0', '#1c1d1f']
related: [coursera, masterclass, khan-academy]
description: 'Udemy is the open marketplace aesthetic — a confident `#a435f0` electric purple snapped against a paper-white `#ffffff` canvas, Sailec sans pulling display through body in a friendly humanist register, and a course-card grid descended directly from Amazon''s product-tile lineage. The brand''s signature is the discount sticker: persistent orange-red `#cc0c39` price slashes, "60% off" callouts, "Bestseller" badges in mustard `#eceb98`, and a near-perpetual sale-state that makes every catalog page feel like Black Friday. Where Coursera whispers in royal blue, Udemy shouts in purple — but the shout is friendly, not aggressive. Course tiles render at `4px` radius (sharper than Coursera''s `8px`), pack five elements (thumbnail / title / instructor / 5-star yellow rating / red-line discount price) into a tight 16px-padding cell, and stack four-across at desktop. The brand''s personality is the world''s biggest open bazaar — anyone can teach, anyone can learn, and the bargain price is always front-of-mind.'
colors:
bg: '#ffffff' # primary canvas
bg-warm: '#f7f9fa' # alt section band
bg-muted: '#f3f4f6' # course-list bg
bg-deep: '#1c1d1f' # footer dark band, dark hero
bg-promo: '#f3eaff' # soft purple promo band
bg-sale: '#fef2cd' # sale callout warm yellow
surface: '#ffffff' # default card
surface-elevated: '#ffffff' # modal floor (with shadow)
surface-hover: '#f7f9fa' # nav hover, list-row hover
surface-soft: '#faf9fc' # secondary card bg
surface-strong: '#e7e9eb' # divider band
surface-dark: '#2d2f31' # dark card on dark hero
text: '#1c1d1f' # primary body — near-black
text-strong: '#000000' # display headlines
text-muted: '#6a6f73' # secondary metadata
text-soft: '#8b8d92' # tertiary captions
text-disabled: '#a8aaae' # disabled state
text-on-brand: '#ffffff' # text on purple
text-on-dark: '#ffffff' # text on bg-deep
text-link: '#5624d0' # inline link purple (deeper)
text-link-hover: '#401b9c' # link pressed
brand: '#a435f0' # Udemy Purple — primary CTA, links, brand
brand-hover: '#8710d8' # primary button hover
brand-active: '#6d28d9' # pressed
brand-soft: '#f3eaff' # soft tint surface, badge bg
brand-deep: '#5624d0' # deeper purple used in inline links and dark surfaces
accent-yellow: '#f69c08' # rating star, achievement
accent-yellow-bg: '#eceb98' # bestseller mustard tag bg
accent-orange: '#f3ca8c' # promo band tint
accent-red: '#cc0c39' # sale price text, urgent banner
accent-green: '#1c8c2e' # in-stock / certificate complete
accent-blue: '#3268bd' # info link variant
border: '#d1d7dc' # default hairline (warm grey)
border-soft: '#e9ebee' # subtle divider
border-strong: '#9b9fa3' # focused field outline
border-focus: '#5624d0' # focus ring (deeper purple)
on-brand: '#ffffff' # label on brand surface
rating-star: '#f69c08' # star colour
rating-star-empty: '#d1d7dc' # unfilled star
badge-bestseller: '#eceb98' # bestseller mustard
badge-bestseller-text: '#3d3c0a' # text on mustard
badge-hot: '#f3ca8c' # hot-and-new orange tint
badge-hot-text: '#3d2305' # text on hot
price-current: '#1c1d1f' # current sale price
price-original: '#6a6f73' # struck-through original
shadow-card: 'rgba(0,0,0,0.10)' # default card shadow
shadow-modal: 'rgba(0,0,0,0.24)' # modal floor
shadow-popover: 'rgba(0,0,0,0.16)' # popover/dropdown
success: '#1c8c2e' # certificate earned
success-soft: '#e6f2e8' # success bg
warning: '#f4951f' # warning amber
warning-soft: '#fff5db' # warning bg
danger: '#cc0c39' # error / sale price red
danger-soft: '#fbeaea' # error bg
info: '#5624d0' # info purple
info-soft: '#f3eaff' # info bg
typography:
display:
family: '"Udemy Sans", "Sailec", "SuisseWorks", -apple-system, "Segoe UI", "Roboto", Helvetica, Arial, sans-serif'
weights: [400, 500, 700]
opentype-features: ['kern', 'liga']
body:
family: '"Udemy Sans", "Sailec", "SuisseWorks", -apple-system, "Segoe UI", "Roboto", Helvetica, Arial, sans-serif'
weights: [400, 700]
mono:
family: '"SF Mono", "Roboto Mono", Menlo, Consolas, monospace'
weights: [400]
scale:
display-hero: { size: 56, weight: 700, lineHeight: 1.1, tracking: '-0.02em', family: display, notes: 'Marketing landing hero — "Skills that drive you forward"' }
display-xl: { size: 44, weight: 700, lineHeight: 1.15, tracking: '-0.015em', family: display, notes: 'Section hero, business page' }
display-lg: { size: 32, weight: 700, lineHeight: 1.2, tracking: '-0.01em', family: display, notes: 'Course detail page title' }
display-md: { size: 24, weight: 700, lineHeight: 1.3, tracking: '-0.005em', family: display, notes: 'Section heading, modal title' }
display-sm: { size: 20, weight: 700, lineHeight: 1.35, tracking: '0', family: display, notes: 'Subsection heading' }
title-lg: { size: 18, weight: 700, lineHeight: 1.4, tracking: '0', family: display, notes: 'Course card title at large breakpoints' }
title-md: { size: 16, weight: 700, lineHeight: 1.4, tracking: '0', family: display, notes: 'Course card title default' }
title-sm: { size: 14, weight: 700, lineHeight: 1.4, tracking: '0', family: display, notes: 'Sidebar nav, category tile label' }
body-lg: { size: 18, weight: 400, lineHeight: 1.5, tracking: '0', family: body, notes: 'Lead paragraph, hero subtitle' }
body-md: { size: 16, weight: 400, lineHeight: 1.5, tracking: '0', family: body, notes: 'Default body, course description' }
body-sm: { size: 14, weight: 400, lineHeight: 1.4, tracking: '0', family: body, notes: 'Secondary metadata, "Beginner · 12.5 total hours"' }
button-lg: { size: 16, weight: 700, lineHeight: 1.0, tracking: '0', family: display, notes: '"Add to cart" / "Buy now" primary CTA' }
button-md: { size: 14, weight: 700, lineHeight: 1.0, tracking: '0', family: body, notes: 'Default button label' }
caption: { size: 12, weight: 400, lineHeight: 1.35, tracking: '0', family: body, notes: 'Disclosures, fine print' }
metadata: { size: 12, weight: 400, lineHeight: 1.3, tracking: '0', family: body, opentype: ['tnum'], notes: 'Rating count, learner count' }
badge: { size: 12, weight: 700, lineHeight: 1.0, tracking: '0', family: body, notes: '"Bestseller", "Hot & new", "Highest rated" tags' }
rating: { size: 14, weight: 700, lineHeight: 1.0, tracking: '0', family: body, opentype: ['tnum'], notes: '"4.7" star aggregate' }
price-current: { size: 22, weight: 700, lineHeight: 1.1, tracking: '0', family: display, opentype: ['tnum'], notes: 'Sale price "$13.99"' }
price-original: { size: 14, weight: 400, lineHeight: 1.1, tracking: '0', family: body, opentype: ['tnum'], notes: 'Struck-through "$84.99"' }
radius:
micro: 2 # tiny indicator
sm: 4 # input, small button, course card — Udemy's defining smaller-than-Coursera radius
md: 6 # tag, pill chip
lg: 8 # large card, modal
xl: 12 # featured card, hero shell
pill: 9999 # filter chip, badge pill, primary button cap
spacing:
base: 4
scale: [4, 8, 12, 16, 20, 24, 32, 40, 48, 64, 80, 96, 128]
layout:
page-width: 1440
content-max: 1340
prose-width: 720
header-height: 72
sidebar-width: 280 # catalog filter rail
card-min: 240 # min course card width
card-max: 320 # max course card width
hero-min-height: 480
components:
button-primary:
bg: '#a435f0'
color: '#ffffff'
radius: 4
padding: '12px 16px'
height: 48
font: button-lg
weight: 700
use: '"Add to cart", "Buy now", "Start subscribing" — primary CTA, square-ish radius (Udemy uses sharper corners than Coursera).'
button-primary-hover:
bg: '#8710d8'
color: '#ffffff'
radius: 4
use: 'Hover state — darker purple shift, no shadow lift.'
button-secondary:
bg: 'transparent'
color: '#5624d0'
border: '1px solid #5624d0'
radius: 4
padding: '12px 16px'
height: 48
use: '"Try Udemy Business" outlined secondary — uses the deeper inline-link purple `#5624d0` rather than the brand `#a435f0` for better contrast.'
button-tertiary-text:
bg: 'transparent'
color: '#5624d0'
radius: 4
padding: '8px 12px'
use: 'Inline text link / footer-style action.'
button-icon:
bg: 'transparent'
color: '#1c1d1f'
radius: 4
height: 32
width: 32
use: 'Wishlist heart, share, more-options icon button.'
button-cart:
bg: '#a435f0'
color: '#ffffff'
radius: 4
padding: '12px 32px'
height: 56
font: button-lg
use: '"Add to cart" on course detail page — wider, taller variant for high-conversion surface.'
card-course:
bg: '#ffffff'
color: '#1c1d1f'
radius: 4
padding: 0
border: '1px solid #d1d7dc'
shadow: 'none'
use: 'Default course tile in catalog grid — 16:9 thumb top-edge to top-edge, then 16px-padded body containing title, instructor, rating, learner count, price.'
card-course-hover:
bg: '#ffffff'
color: '#1c1d1f'
radius: 4
shadow: '0 2px 8px rgba(0,0,0,0.10)'
use: 'Hover lift — light shadow appears under the card, no scale, no translate.'
card-instructor:
bg: '#ffffff'
color: '#1c1d1f'
radius: 4
padding: 24
border: '1px solid #d1d7dc'
use: 'Instructor profile card on course detail — circular avatar 80px, instructor name 20px / 700, rating + reviews + students stats grid.'
card-bundle:
bg: '#fdf6e3'
color: '#1c1d1f'
radius: 4
padding: 24
border: '1px solid #d1d7dc'
use: 'Cross-sell "Frequently bought together" bundle card on course detail.'
badge-bestseller:
bg: '#eceb98'
color: '#3d3c0a'
radius: 4
padding: '4px 8px'
use: '"Bestseller" mustard tag — Udemy''s most recognizable badge, top-left of thumbnail.'
badge-hot-new:
bg: '#f3ca8c'
color: '#3d2305'
radius: 4
padding: '4px 8px'
use: '"Hot & New" warm orange tag.'
badge-highest-rated:
bg: '#f3eaff'
color: '#5624d0'
radius: 4
padding: '4px 8px'
use: '"Highest Rated" purple tag.'
badge-premium:
bg: '#1c1d1f'
color: '#eceb98'
radius: 4
padding: '4px 8px'
use: '"Premium" black tag with mustard text — used on Udemy Business surfaces.'
price-block:
bg: 'transparent'
color-current: '#1c1d1f'
color-original: '#6a6f73'
color-discount: '#1c8c2e'
use: 'Price stack — current sale price at 22px / 700 black, struck-through original at 14px / 400 muted, "60% off" 14px / 700 green right-aligned.'
rating-stars:
color: '#f69c08'
color-empty: '#d1d7dc'
use: '5-star rating row — orange filled / grey empty, paired with 14px / 700 black "4.7" + parenthesized 12px / 400 muted "(124,532)".'
input-search:
bg: '#f7f9fa'
color: '#1c1d1f'
radius: 9999
height: 48
padding: '12px 16px 12px 44px'
border: '1px solid #d1d7dc'
use: 'Top-bar global search — pill-shaped with magnifying-glass icon left, "Search for anything" placeholder.'
input-text:
bg: '#ffffff'
color: '#1c1d1f'
radius: 4
border: '1px solid #d1d7dc'
height: 48
padding: '12px 16px'
use: 'Form input — sign-in, profile fields.'
filter-chip:
bg: '#ffffff'
color: '#1c1d1f'
border: '1px solid #1c1d1f'
radius: 4
padding: '8px 12px'
use: 'Catalog filter pill — square-corner, black border (Udemy''s aggressive contrast).'
filter-chip-active:
bg: '#1c1d1f'
color: '#ffffff'
border: '1px solid #1c1d1f'
radius: 4
use: 'Applied-filter state — inverts to black bg.'
category-tile:
bg: '#f7f9fa'
color: '#1c1d1f'
radius: 4
padding: 16
use: '"Browse by category" homepage tile — illustration top, 14px / 700 label "Development / Business / IT & Software".'
partner-logo-rail:
bg: '#ffffff'
color: '#6a6f73'
use: '"Trusted by companies of all sizes" — Volkswagen / NASDAQ / Booking.com / Eventbrite logos in muted grey.'
nav-top-bar:
bg: '#ffffff'
color: '#1c1d1f'
height: 72
border-bottom: '1px solid #d1d7dc'
use: 'Sticky top nav — logo left, "Categories" dropdown, full-width search centre, "Udemy Business / Teach on Udemy / My learning / Cart / Notifications / Profile" right.'
sidebar-filter:
bg: '#ffffff'
color: '#1c1d1f'
width: 280
use: 'Catalog left rail — collapsible filter groups (Ratings / Video Duration / Topic / Subcategory / Level / Language / Price / Features / Subtitles).'
breadcrumb:
bg: 'transparent'
color: '#5624d0'
use: 'Course page breadcrumb — "Development > Web Development > [Course]" — links in deeper purple.'
modal-dialog:
bg: '#ffffff'
color: '#1c1d1f'
radius: 4
shadow: '0 8px 24px rgba(0,0,0,0.24)'
padding: 24
use: 'Sign-up / preview modal.'
toast:
bg: '#1c1d1f'
color: '#ffffff'
radius: 4
padding: '12px 16px'
use: 'Confirmation toast — "Added to cart".'
promo-banner-sale:
bg: '#1c1d1f'
color: '#ffffff'
height: 48
use: 'Sticky sale banner top of page — "Up to 80% off this week. Time to invest in YOU." with countdown timer.'
motion:
ease-standard: 'cubic-bezier(0.4, 0, 0.2, 1)'
ease-out: 'cubic-bezier(0, 0, 0.2, 1)'
ease-in-out: 'cubic-bezier(0.4, 0, 0.6, 1)'
duration-fast: 100
duration-standard: 200
duration-slow: 300
reduced-motion: 'respects prefers-reduced-motion: hover shadow lifts collapse to instant, modal scale-in becomes opacity-only, sale-banner countdown ticker pauses.'
breakpoints:
mobile: 600
tablet: 900
desktop: 1200
wide: 1440
shadows:
none: 'none'
card-rest: 'none'
card-hover: '0 2px 8px rgba(0,0,0,0.10)'
popover: '0 4px 16px rgba(0,0,0,0.16)'
modal: '0 8px 24px rgba(0,0,0,0.24)'
ring: '0 0 0 3px rgba(86,36,208,0.4)'
accessibility:
contrast-text-on-bg: 16.0 # #1c1d1f on #ffffff — AAA
contrast-text-muted-on-bg: 4.6 # #6a6f73 on #ffffff — AA at body
contrast-text-on-brand: 4.5 # white on #a435f0 — AA at body (NOT AAA — caveat)
contrast-link-on-bg: 9.4 # #5624d0 (deeper inline link purple) on white — AAA
focus-ring: '3px solid rgba(86,36,208,0.4) with 2px offset'
reduced-motion-honored: true
caption-track: 'video lectures ship with closed captions on every course; transcripts side-by-side with player'
language-support: '75+ languages with on-platform subtitles'
dark-mode: null # Light-only on web — mobile app has dark mode but no public web dark variant
---
## 1. Visual Theme & Atmosphere
Udemy's site reads like the world's biggest open bazaar. The canvas is paper-white `#ffffff`, the type is Sailec sans pulling display through body in a friendly humanist register, and the chromatic event of the page is `#a435f0` — an electric purple that lives on the wordmark, the primary CTA, and the brand surfaces. Where Coursera whispers in royal blue and MasterClass shouts through cinematic black, Udemy occupies the friendly-bargain middle: confident enough to own its purple, casual enough to keep the sale stickers permanently affixed to every catalog page.
The signature is the discount sticker. Walk into a Udemy catalog page and you'll see three things on every course card: the price stack (current sale price `$13.99` in 22px / 700, struck-through original `$84.99` in 14px / 400 muted, "84% off" tag in green), a yellow-orange `#f69c08` rating star row with the numeric aggregate "4.7" and a parenthesized learner count, and a mustard `#eceb98` "Bestseller" tag tucked top-left of the 16:9 thumbnail. The sale state is near-permanent — Udemy's commercial DNA is the perpetual flash sale, and the brand has built an entire visual language around making the discount look credible rather than spammy. The mustard tag is doing the work that "ON SALE" stickers do at retail: it draws the eye, but it's a soft warm yellow rather than a screaming red, so it reads as endorsement rather than as a hard sell.
The course-card grid is the workhorse component. Cards render at `4px` radius (sharper than Coursera's `8px` — Udemy's aesthetic skews retail-utility), with the 16:9 thumbnail flush to the card's top edge, then a 16px-padded body containing the title in 16px / 700, the instructor in 12px / 400 muted grey, the rating row, the price stack, and the badge. There's no card shadow at rest — just a 1px hairline border in warm grey `#d1d7dc`. On hover, a subtle `0 2px 8px rgba(0,0,0,0.10)` shadow drops beneath the card. The interaction is whisper-soft; the visual weight comes from the content density, not from elevation theatrics.
Sailec — the custom Udemy Sans (a Sailec derivative) — sets the entire site. Display sizes go up to 56px / 700 with `-0.02em` tracking; body is 16px / 400 on a 1.5 line-height. Sailec is a humanist sans with a slight roundness in the bowls of the o, e, and a — friendlier than Helvetica, less editorial than Inter. The font carries Udemy's voice, which is the voice of a teacher who knows you can do this if you just sign up: encouraging, plain, never academic, never elitist. There's no display-serif companion, no decorative italic, no condensed cut. One family pulls the entire load.
Density is the third axis. The catalog page renders a 280px left-rail filter sidebar (collapsible groups: Ratings, Video Duration, Topic, Subcategory, Level, Language, Price, Features, Subtitles), a faceted breadcrumb up top, then the course-card grid in the centre. Filter chips on top of the grid show applied filters as black-bordered square pills you can dismiss. Above the catalog, a sticky black `#1c1d1f` sale banner perpetually advertises "Up to 80% off this week" with a countdown timer. The interaction model is e-commerce-faceted-search lifted from Amazon and adapted to courseware — but the pricing language ("84% off", "Lowest price in 30 days", "$13.99") is the part that distinguishes Udemy from any other learning marketplace.
**Key Characteristics:**
- Paper-white `#ffffff` canvas with a faint warm tilt — never a cool-grey tint.
- Single confident `#a435f0` electric purple as the primary brand colour; deeper `#5624d0` for inline links and outlined buttons (better contrast).
- Sailec / Udemy Sans humanist sans pulling display through body — one family, no companion.
- `4px` radius across cards, buttons, modals — sharper-cornered than Coursera; closer to retail-utility than to soft-edu.
- Permanent sale state: green discount tag, struck-through original price, mustard "Bestseller" badge.
- Course card has 1px warm-grey border `#d1d7dc` at rest, light shadow `0 2px 8px rgba(0,0,0,0.10)` on hover.
- 280px left-rail filter sidebar — Amazon-faceted search adapted to courses.
- Sticky black `#1c1d1f` top sale banner with countdown — perpetual-flash-sale brand DNA.
- Yellow-orange `#f69c08` rating stars; mustard `#eceb98` bestseller tags; the only saturated colors besides brand purple.
- 16px / 400 body type on 1.5 line-height — friendly readable density.
- Light-only on web (mobile app has dark mode); no public web dark variant.
## 2. Color Palette & Roles
### Primary
- **Paper White** (`#ffffff`): The defining canvas. Pure white, no warm tint — Udemy reads as a marketplace rather than as a textbook.
- **Warm Off-White** (`#f7f9fa`): Hero band background, alt section banding, search input bg.
- **Display Black** (`#1c1d1f`): Primary body text. Near-black with the slightest warm shift.
- **Udemy Purple** (`#a435f0`): The brand's primary purple. Wordmark, primary CTA background, brand surfaces.
### Brand & Dark
- **Brand Hover** (`#8710d8`): Pointer-over state — slightly darker purple.
- **Brand Active** (`#6d28d9`): Pressed state.
- **Brand Soft** (`#f3eaff`): Soft-tint surface for badges, info banners, purple-tinted cards.
- **Brand Deep** (`#5624d0`): Deeper purple used for inline text links, outlined-button borders, and on dark surfaces — provides AAA contrast on white where the brighter `#a435f0` only meets AA.
- **Footer Black** (`#1c1d1f`): Sticky sale banner, footer band, dark hero, text.
### Accent
- **Star Orange** (`#f69c08`): Rating-star colour. The only place orange appears.
- **Bestseller Mustard** (`#eceb98`): Bestseller-tag background — Udemy's most recognizable badge.
- **Hot & New Tan** (`#f3ca8c`): Warm orange tag for newly launched courses.
- **Sale Red** (`#cc0c39`): Urgent sale-banner accent, "70% off" callouts when extra urgency is needed.
- **Achievement Green** (`#1c8c2e`): Certificate-earned, "84% off" discount label, success messaging.
### Interactive
- **CTA Purple** (`#a435f0`): Primary action button background.
- **Link Purple** (`#5624d0`): Inline links — deeper than CTA so contrast is AAA.
- **Outlined Purple** (`#5624d0` border on transparent): Secondary action.
- **Filter Chip Active** (`#1c1d1f` bg + white text): Applied-filter state inverts to black.
- **Disabled** (`#a8aaae` text on `#f3f4f6` bg): Non-interactive control.
### Neutral Scale
- **Display Black** (`#1c1d1f`): Display headlines, primary body — slight warm tint vs pure `#000`.
- **Strong Black** (`#000000`): Used in 1-2 places for absolute display contrast.
- **Muted** (`#6a6f73`): Secondary metadata — instructor name, "12.5 total hours · 56 lectures · Beginner".
- **Soft** (`#8b8d92`): Tertiary captions, breadcrumb separator text.
- **Disabled** (`#a8aaae`): Inactive form labels, disabled controls.
- **Border Default** (`#d1d7dc`): Card hairlines, dividers — warm grey rather than cool.
- **Border Soft** (`#e9ebee`): Subtle table-row dividers.
- **Border Strong** (`#9b9fa3`): Focused field outline before purple ring kicks in.
### Surface & Borders
- **Surface Default** (`#ffffff`): Card, modal floor.
- **Surface Hover** (`#f7f9fa`): Nav hover, list-row hover, search-input bg.
- **Surface Soft** (`#faf9fc`): Faint purple-tinted secondary card bg.
- **Surface Strong** (`#e7e9eb`): Divider band between major sections.
- **Surface Dark** (`#2d2f31`): Dark card on dark hero (Udemy Business marketing).
- **Promo Surface** (`#f3eaff`): Soft-purple promo band — "Get personalized recommendations".
- **Sale Surface** (`#fef2cd`): Warm-yellow callout banner background.
### Shadow Colors
- **Card Rest**: No shadow. Udemy's cards rely on the 1px warm-grey border at rest, not on elevation.
- **Card Hover** (`rgba(0,0,0,0.10)`): The hover-state shadow that drops `0 2px 8px` under the card. Light, never dramatic.
- **Popover Shadow** (`rgba(0,0,0,0.16)`): Dropdown, tooltip, mega-menu.
- **Modal Shadow** (`rgba(0,0,0,0.24)`): Dialog floor.
### Semantic
- **Success** (`#1c8c2e` text on `#e6f2e8` soft bg): Certificate earned, "84% off" discount label, "Added to cart" toast.
- **Warning** (`#f4951f` text on `#fff5db` soft bg): "Sale ends in 4h 32m" countdown banner.
- **Danger** (`#cc0c39` text on `#fbeaea` soft bg): Form validation error, payment failure, lowest-price-in-30-days callout.
- **Info** (`#5624d0` text on `#f3eaff` soft bg): "New financial-aid options available."
## 3. Typography Rules
### Font Family
- **Primary**: `"Udemy Sans"` (a custom Sailec derivative commissioned for Udemy). Fallback chain: `"Sailec", "SuisseWorks", -apple-system, "Segoe UI", "Roboto", Helvetica, Arial, sans-serif`.
- **Mono**: `"SF Mono", "Roboto Mono", Menlo, Consolas, monospace` — used in code lectures (Web Development, Data Science specializations) and inline code in articles.
- **OpenType Features**: `kern` and `liga` enabled site-wide. `tnum` enabled on rating numbers, learner counts, prices, and runtime durations for column alignment.
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|------|------|------|--------|-------------|----------------|-------------|-------|
| Display Hero | Udemy Sans | 56px | 700 | 1.1 | -0.02em | kern,liga | Marketing landing — "Skills that drive you forward" |
| Display XL | Udemy Sans | 44px | 700 | 1.15 | -0.015em | kern,liga | Section hero, business page |
| Display LG | Udemy Sans | 32px | 700 | 1.2 | -0.01em | kern,liga | Course detail page title |
| Display MD | Udemy Sans | 24px | 700 | 1.3 | -0.005em | kern,liga | Section heading, modal title |
| Display SM | Udemy Sans | 20px | 700 | 1.35 | 0 | kern,liga | Subsection heading |
| Title LG | Udemy Sans | 18px | 700 | 1.4 | 0 | kern,liga | Course card title at large breakpoints |
| Title MD | Udemy Sans | 16px | 700 | 1.4 | 0 | kern,liga | Course card title default |
| Title SM | Udemy Sans | 14px | 700 | 1.4 | 0 | kern,liga | Sidebar nav, category tile label |
| Body LG | Udemy Sans | 18px | 400 | 1.5 | 0 | kern,liga | Lead paragraph, hero subtitle |
| Body MD | Udemy Sans | 16px | 400 | 1.5 | 0 | kern,liga | Default body, course description |
| Body SM | Udemy Sans | 14px | 400 | 1.4 | 0 | kern,liga | Secondary metadata |
| Button LG | Udemy Sans | 16px | 700 | 1.0 | 0 | kern,liga | "Add to cart" / "Buy now" CTA label |
| Button MD | Udemy Sans | 14px | 700 | 1.0 | 0 | kern,liga | Default button label |
| Caption | Udemy Sans | 12px | 400 | 1.35 | 0 | kern,liga | Disclosures, fine print |
| Metadata | Udemy Sans | 12px | 400 | 1.3 | 0 | tnum | Rating count, learner count |
| Badge | Udemy Sans | 12px | 700 | 1.0 | 0 | kern,liga | "Bestseller", "Hot & New", "Highest Rated" |
| Rating | Udemy Sans | 14px | 700 | 1.0 | 0 | tnum | "4.7" star aggregate |
| Price (Current) | Udemy Sans | 22px | 700 | 1.1 | 0 | tnum | "$13.99" sale price |
| Price (Original) | Udemy Sans | 14px | 400 | 1.1 | 0 | tnum | Struck-through "$84.99" |
| Code | SF Mono | 14px | 400 | 1.5 | 0 | -- | Inline code, lectures |
### Principles
- **Single family discipline.** Udemy Sans (Sailec) covers display through body. There is no display-serif companion — Udemy's voice is bargain-friendly, not editorial.
- **Two weights only: 400 and 700.** No 500, no 600. The system runs on a sharp regular-vs-bold contrast, which makes scanning catalog pages fast at thumbnail density.
- **Modest negative tracking.** Display sizes use `-0.005em` to `-0.02em` only. Udemy never goes tighter than `-0.02em` — the brand is open and friendly.
- **16px body, 1.5 line-height.** Course descriptions, lecture transcripts, blog articles all sit at this baseline. Same humanist density as Coursera, but the radii are sharper.
- **Tabular numerals on counts and prices.** Rating aggregates ("4.7"), learner counts ("124,532"), prices ("$13.99 / $84.99"), runtimes ("12.5 total hours") all use `tnum` so columns align in the catalog grid.
- **Sentence case for headings, title case for badges.** "Web development bootcamp" not "Web Development Bootcamp"; but "Bestseller" / "Hot & New" / "Highest Rated" are title case (badge convention).
- **Bold-not-light for hierarchy.** Where Apple uses 100/200/300 light weights for editorial elegance, Udemy uses 400/700 — bargain-marketplace clarity over editorial finesse.
## 4. Component Stylings
### Buttons
**Primary (Udemy Purple)**
- Background: `#a435f0`. Text: `#ffffff`. Radius: `4px` (sharp, not pill). Padding: `12px 16px`. Height: `48px`. Font: Udemy Sans 16px / 700.
- Hover: `#8710d8`. No shadow lift, no scale transform.
- Active: `#6d28d9`.
- Use: "Add to cart", "Buy now", "Start subscribing". The square-ish radius is deliberate — Udemy reads more retail than soft-edu.
**Add to Cart (Tall Variant)**
- Same as primary but `56px` height, `12px 32px` padding. Used on course detail page where the CTA needs more visual weight.
**Secondary (Outlined Deeper Purple)**
- Background: `transparent`. Text: `#5624d0`. Border: `1px solid #5624d0`. Radius: `4px`. Padding: `12px 16px`.
- Hover: bg `#f3eaff`.
- Use: "Try Udemy Business", "Preview this course". Note: uses the deeper `#5624d0` rather than brand `#a435f0` so contrast is AAA on white.
**Tertiary Text**
- Background: `transparent`. Color: `#5624d0`. Padding: `8px 12px`.
- Hover: underline appears.
- Use: Inline action, footer link.
**Icon Button**
- Background: `transparent`. Color: `#1c1d1f`. Radius: `4px`. Size: `32 × 32`.
- Hover: bg `#f7f9fa`.
- Use: Wishlist heart, share, more-options.
### Cards & Tiles
**Course Card (Default)**
- Background: `#ffffff`. Color: `#1c1d1f`. Radius: `4px`. Padding: 0 (thumbnail flush) then 16px on body. Border: `1px solid #d1d7dc`.
- Layout: 16:9 thumbnail flush to top, then 16px-padded body — title (16px / 700, max 2 lines), 4px gap, instructor (12px / 400 `#6a6f73`), 8px gap, rating row (orange stars + 14px / 700 score + 12px / 400 muted count), 8px gap, price stack (22px / 700 current + 14px / 400 struck-through original).
- Top-left of thumbnail: badge ("Bestseller" / "Hot & New" / "Highest Rated") if applicable.
- Rest shadow: none.
- Use: Default catalog tile.
**Course Card (Hover)**
- Shadow drops to `0 2px 8px rgba(0,0,0,0.10)` over 200ms. No scale, no translate.
- Title color stays the same.
- Use: Pointer-over interaction.
**Instructor Card**
- Background: `#ffffff`. Color: `#1c1d1f`. Radius: `4px`. Padding: `24px`. Border: `1px solid #d1d7dc`.
- Layout: 80px circular avatar left, instructor name 20px / 700 right, rating + review count + students stats grid below.
- Use: Course detail page instructor section.
**Bundle Card ("Frequently Bought Together")**
- Background: `#fdf6e3` (faint cream). Color: `#1c1d1f`. Radius: `4px`. Padding: `24px`.
- Layout: 3 mini course thumbnails left-to-right with `+` glyphs between, total bundle price right, "Add all to cart" primary CTA.
- Use: Cross-sell on course detail page.
### Badges, Tags, Indicators
**Bestseller**
- Background: `#eceb98`. Color: `#3d3c0a`. Radius: `4px`. Padding: `4px 8px`. Font: 12px / 700.
- Use: Mustard tag — Udemy's most recognizable badge. Top-left of thumbnail on top-rated courses.
**Hot & New**
- Background: `#f3ca8c`. Color: `#3d2305`. Radius: `4px`.
- Use: Warm orange tag for recently launched courses with strong early traction.
**Highest Rated**
- Background: `#f3eaff`. Color: `#5624d0`. Radius: `4px`.
- Use: Soft-purple tag for courses sustained 4.8+ rating.
**Premium**
- Background: `#1c1d1f`. Color: `#eceb98`. Radius: `4px`.
- Use: Black tag with mustard text — Udemy Business surfaces.
**Discount Tag (Inline with Price)**
- Color: `#1c8c2e`. Font: 14px / 700.
- Format: "84% off" rendered green inline next to current price.
- Use: Always-on sale messaging.
**Rating Stars**
- Filled: `#f69c08`. Empty: `#d1d7dc`. Half-star supported.
- Paired with: numeric aggregate "4.7" in 14px / 700 + "(124,532)" in 12px / 400 muted parens.
### Inputs & Forms
**Search (Pill)**
- Background: `#f7f9fa`. Color: `#1c1d1f`. Border: `1px solid #d1d7dc`. Radius: `9999px` (pill). Height: `48px`. Padding: `12px 16px 12px 44px`.
- Magnifying-glass icon left in `#1c1d1f`.
- Placeholder: "Search for anything".
- Focus: border `#5624d0`, ring `0 0 0 3px rgba(86,36,208,0.4)`.
- Use: Top-bar global search — full-width, takes the centre slot of the nav.
**Text Input**
- Background: `#ffffff`. Color: `#1c1d1f`. Border: `1px solid #d1d7dc`. Radius: `4px`. Height: `48px`. Padding: `12px 16px`.
- Label sits above, 14px / 700 `#1c1d1f`. Hint below, 12px / 400 `#6a6f73`.
- Focus: border `#5624d0`, ring `0 0 0 3px rgba(86,36,208,0.4)`.
- Use: Sign-in, profile, payment forms.
**Filter Chip**
- Default: bg `#ffffff`, color `#1c1d1f`, border `1px solid #1c1d1f`, radius `4px`, padding `8px 12px`. Square corners.
- Active: bg `#1c1d1f`, color `#ffffff`. Inverts to black.
- Use: Catalog filter pill — "Beginner", "12+ hours", "$10-20", "English".
### Navigation
**Top Bar (Sticky)**
- Background: `#ffffff`. Border-bottom: `1px solid #d1d7dc`. Height: `72px`.
- Layout: Udemy wordmark + "Categories" dropdown left, full-width search centre, "Udemy Business / Teach on Udemy / My learning / Cart icon (with count badge) / Notifications / Profile avatar" right.
- Mobile: collapses to hamburger + cart + profile.
**Sale Banner (Above Top Bar, Sticky)**
- Background: `#1c1d1f`. Color: `#ffffff`. Height: `48px`.
- Content: "Up to 80% off this week. Time to invest in YOU." + countdown timer "4h 32m left" right-aligned.
- Always visible during sale events (which is most of the time).
**Catalog Sidebar (Filter Rail)**
- Background: `#ffffff`. Width: `280px`. Padding: `24px 16px`.
- Collapsible accordion groups: Ratings, Video Duration, Topic, Subcategory, Level, Language, Price, Features, Subtitles. Each group title 16px / 700, options 14px / 400 with checkbox + count "(1,234)".
- Sticky on scroll.
**Mega Menu (Categories Dropdown)**
- Background: `#ffffff`. Shadow: `0 4px 16px rgba(0,0,0,0.16)`.
- Layout: 3-column flyout — top-level categories left (Development / Business / IT & Software / Design / Marketing), subcategories middle, featured courses right.
- Use: Hover or click to expand from top nav.
**Breadcrumb**
- Color: `#5624d0` for links, `#6a6f73` for separator chars.
- Format: "Development > Web Development > JavaScript > [Course]".
### Modals & Toasts
**Modal Dialog**
- Background: `#ffffff`. Radius: `4px`. Padding: `24px`.
- Shadow: `0 8px 24px rgba(0,0,0,0.24)`.
- Backdrop: `rgba(0,0,0,0.5)`.
- Use: Sign-up, course preview, payment.
**Toast**
- Background: `#1c1d1f`. Color: `#ffffff`. Radius: `4px`. Padding: `12px 16px`.
- Use: "Added to cart" — bottom-left, auto-dismiss 3s.
**Coupon Banner**
- Background: `#fef2cd` (warm yellow). Color: `#1c1d1f`. Radius: `4px`. Border-left: `4px solid #f69c08`.
- Use: "Coupon applied: SALE10. You saved $76.00."
## 5. Layout Principles
### Spacing System
- Base: 4px. Scale: 4 / 8 / 12 / 16 / 20 / 24 / 32 / 40 / 48 / 64 / 80 / 96 / 128.
- Card-to-card gap: 16px on desktop (tighter than Coursera), 12px on tablet, 8px on mobile.
- Section gap (major modules): 48–64px.
- Grid gutter: 16px.
### Grid & Container
- Page width: 1440px max.
- Content max within page: 1340px centred (wider than Coursera — Udemy maximizes density).
- Catalog: 280px filter sidebar + 1060px course grid (4-across at desktop, 3-across at 900px, 2-across at 600px, 1-across mobile).
- Hero: full-bleed background, content centred at 1340px.
### Whitespace Philosophy
Udemy is a marketplace and prioritizes content density over breath. Sections breathe at 48–64px gaps, cards at 16px (Coursera's 24), and within a card the layout is tight (16px padding on a body, 0 padding on the thumbnail edge). The hero gets 64px top/bottom padding — generous but not lavish. Below the fold, the page packs four card rails, two category tiles, an instructor highlight, a partner-logo strip, and a footer into 4-5 viewports of vertical scroll. The brand never lets the page feel transactional — but it absolutely lets the page feel densely populated.
### Section Cadence
- Sale banner (sticky, black `#1c1d1f`)
- Top bar (sticky)
- Hero (Sailec 56px headline, 18px lead, "Plan starts at $11.99" CTA + "Try Udemy Business")
- "Recommended for you" rail (4 course cards)
- "Top categories" tile grid (8 illustrated category tiles)
- "Most popular for [skill]" rail
- "Featured courses in [topic]" rail
- "Learners are viewing" rail
- "Trusted by companies of all sizes" partner-logo band
- "Become an instructor" CTA band
- Footer (4-column dark `#1c1d1f` band — links, language picker, app downloads)
Light/dark alternation: predominantly light. Sale banner and footer are the only dark bands.
## 6. Shapes & Radius Scale
- **Micro** (`2px`): Tiny indicator dot.
- **Standard** (`4px`): Input, dropdown, badge, course card, button — the workhorse radius. Udemy's defining sharp-corner aesthetic.
- **Comfortable** (`6px`): Tag chip, pill chip variant.
- **Relaxed** (`8px`): Larger card, modal corners.
- **Featured** (`12px`): Hero shell, premium card.
- **Pill** (`9999px`): Search input, filter-chip alternative — only on the global search.
The 4px-everything-except-search radius is the geometric signature. Where Coursera rounds cards to 8px and pillls buttons to 24px, Udemy keeps everything at 4px — a retail-utility aesthetic that says "we're a marketplace, not a museum."
## 7. Depth & Elevation
| Level | Treatment | Use |
|-------|-----------|-----|
| 0 (flat) | No shadow, no border | Section background, hero band |
| 1 (border) | `1px solid #d1d7dc` | Card rest, input field, divider — Udemy's primary depth tier |
| 2 (hover lift) | `0 2px 8px rgba(0,0,0,0.10)` | Course card hover |
| 3 (popover) | `0 4px 16px rgba(0,0,0,0.16)` | Mega menu, dropdown, tooltip |
| 4 (modal) | `0 8px 24px rgba(0,0,0,0.24)` | Dialog, sign-up modal, payment |
### Shadow Philosophy
Udemy's depth system runs primarily on **borders, not shadows**. Course cards rest with no shadow at all — just a 1px warm-grey border. The 4px hover shadow is light and short-radius (8px blur), giving the card a hint of lift without theatrics. Modals and mega menus get the deeper 24px-blur shadow at 0.24 opacity. The brand never uses brand-tinted shadows — purple belongs to action, not to elevation. The aesthetic is Amazon-product-card-with-better-typography rather than Material Design — borders carry the weight, shadows are an afterthought.
## 8. Interaction & Motion
### Easing Curves
- **Standard**: `cubic-bezier(0.4, 0, 0.2, 1)` — Material's standard ease, used for fades, opacity, simple slides.
- **Out**: `cubic-bezier(0, 0, 0.2, 1)` — incoming elements (modal in, dropdown open).
- **In-Out**: `cubic-bezier(0.4, 0, 0.6, 1)` — accordion expand/collapse.
### Duration Buckets
- **Fast**: 100ms — colour shifts, hover transitions, button-press feedback.
- **Standard**: 200ms — card hover shadow lift, modal open, dropdown.
- **Slow**: 300ms — accordion expand, mega-menu reveal.
### Per-Component Recipes
- **Course card hover**: Shadow `none → 0 2px 8px rgba(0,0,0,0.10)`, 200ms ease-standard. No scale, no translate — purely shadow.
- **Primary CTA hover**: Background `#a435f0 → #8710d8`, 100ms ease-standard. No shadow change, no scale.
- **Filter chip toggle**: bg + text + border swap together over 100ms.
- **Mega menu open**: 200ms ease-out, opacity `0 → 1` + translateY `-4px → 0`.
- **Modal open**: 200ms ease-out, opacity `0 → 1` + scale `0.96 → 1`.
- **Dropdown open**: 150ms ease-out, opacity `0 → 1` + translateY `-4px → 0`.
- **Toast in**: slide up from bottom 6px + opacity over 200ms; auto-dismiss after 3s with reverse motion.
- **Sale-banner countdown**: ticks every 1s — pure JS update of the time display, no animation on the digits.
- **Cart-count badge increment**: 200ms scale `1 → 1.2 → 1` pulse when an item is added.
### Page Transitions
Udemy's catalog and course pages are server-rendered with light client-side routing for filter changes. Filter applies trigger an instant grid swap (no fade). There's no full-page transition. Course detail page uses tabs (Overview / Curriculum / Instructor / Reviews) that swap via in-page anchor scroll.
### Reduced Motion
`prefers-reduced-motion: reduce` collapses:
- Card hover shadow lifts → instant snap.
- Modal scale-in → opacity-only.
- Toast slide → instant appear/disappear.
- Mega menu translate → opacity-only.
- Cart-count pulse → no animation.
- Sale-banner countdown ticker → still ticks (informational, not decorative) but no transitional animation.
## 9. Accessibility & A11y
### Contrast Pairs
- Display Black `#1c1d1f` on white `#ffffff`: **16.0:1** — AAA at all sizes.
- Muted `#6a6f73` on white `#ffffff`: **4.6:1** — AA at body sizes.
- White `#ffffff` on Udemy Purple `#a435f0`: **4.5:1** — AA at body. **NOT AAA**, which is why critical CTAs use 16px / 700 (large-text bracket) and inline links use the deeper `#5624d0`.
- Inline link `#5624d0` on white: **9.4:1** — AAA at all sizes.
- Achievement Green `#1c8c2e` on white: **5.0:1** — AA at body.
- Star Orange `#f69c08` on white: **2.4:1** — fails for text; used decoratively only (rating stars).
- Disabled `#a8aaae` on white: **2.6:1** — fails AA, used for `aria-disabled` only.
### Focus Indicators
- Default focus: `3px solid rgba(86,36,208,0.4)` outline with `2px` offset on light surfaces. Uses the deeper inline-link purple for visibility.
- Form fields: border lifts to `#5624d0` on focus, plus the 3px ring outside.
- Tab order: sale banner skip-link → top nav → search → main content top-to-bottom → sidebar filters → grid cards → footer.
### ARIA Patterns
- Course cards: `role="article" aria-label="[Course Title], by [Instructor]. Rating [4.7] of 5 stars based on [124,532] reviews. [Beginner] level. Current price [$13.99], original price [$84.99]."`
- Rating stars: `aria-hidden="true"` on the star icons; the numeric label carries semantic meaning.
- Filter sidebar: `role="region" aria-label="Filter courses"`. Each accordion group: `aria-expanded`, `aria-controls`.
- Course player: `role="region" aria-label="Course video player"`. Captions: `<track kind="captions">` per available language.
- Modal: `role="dialog" aria-modal="true"` with focus trap.
- Cart count badge: `aria-live="polite"` so screen readers announce additions.
- Sale countdown: `aria-live="off"` (would be too chatty); the static "Sale ends in 4h 32m" text is sufficient.
### Keyboard Navigation
- Tab: move forward through controls; Shift+Tab reverses.
- Enter / Space: activate focused button or card.
- Arrow keys: navigate within catalog grid (roving tabindex).
- ESC: close modal, mega menu, sidebar overlay.
- "/" : focus top-bar search.
### Screen Reader Hints
- Course card aria-label packs title + instructor + rating + level + price into one string for fast scanning.
- "Bestseller" / "Hot & New" badges have explicit `aria-label="Bestseller"`; not decorative.
- Video player: live-region announces play/pause state changes and chapter advances.
- Discount labels ("84% off") are announced as part of the price block.
### Reduced Motion
Honoured. See §8.
## 10. Responsive Behavior
### Breakpoints
| Token | Min | Use |
|-------|-----|-----|
| mobile | 0px | 1 card per row, sidebar collapses to filter modal |
| tablet | 600px | 2 cards per row, sidebar shows as collapsible drawer |
| tablet-lg | 900px | 3 cards per row, sidebar visible at 240px |
| desktop | 1200px | 4 cards per row, full 280px sidebar |
| wide | 1440px | content max 1340px centred |
### Touch Targets
- 48×48 minimum on all interactive controls. Card tap targets fill the entire card body (anchor wraps the whole card).
- On mobile, filter chips reflow to wrap with 8px gaps; cart icon at 44×44 for thumb-reach.
### Collapsing Strategy
- **Top nav**: collapses to hamburger + search-icon + cart + profile on `< 900px`.
- **Mega menu**: collapses to a stacked list inside the hamburger drawer on mobile.
- **Sale banner**: stays visible on all breakpoints; countdown digits scale down.
- **Filter sidebar**: collapses to "Filters" button on mobile that opens a full-screen drawer.
- **Course grid**: 4 → 3 → 2 → 1 across the breakpoint cascade.
- **Hero**: title scales 56 → 44 → 32 → 24; image collapses below text on `< 600px`.
### Image Behavior
- Course thumbnails: 16:9 aspect, served at 240w / 480w / 720w via responsive `srcset`. Lazy-load below the fold. Subtle 1px border `#d1d7dc` follows the card border.
- Partner logos: SVG with `currentColor` for tint adjustability.
- Video player: 16:9 with adaptive bitrate streaming (HLS).
### Container Queries
Used on the filter sidebar — accordion group titles collapse to icon-only at narrow rail widths; on the course-card body — instructor name truncates earlier when card width is below 240px.
## 11. Content & Voice
### Tone
Udemy's voice is **encouraging, plain-spoken, and bargain-aware**. Course descriptions read like syllabi written by working practitioners — clear, structured, free of academic jargon. Marketing copy tilts aspirational ("Skills that drive you forward", "Unlock your potential") but pairs the aspiration with a price tag ("Plans starting at $11.99/month"). The brand never assumes the reader is an expert; it never assumes the reader has unlimited budget either. Every course page balances "this skill will change your career" with "and it's $13.99 today only".
### Microcopy Patterns
- **Primary CTA**: "Add to cart", "Buy now", "Subscribe", "Start subscribing", "Try free for 7 days".
- **Secondary CTA**: "Try Udemy Business", "Preview this course", "Add to wishlist".
- **Confirmation toast**: "Added to cart", "Welcome back, [Name]", "Course saved to wishlist".
- **Empty wishlist**: "Save courses for later by clicking the heart on any course."
- **Empty cart**: "Your cart is empty. Browse courses to find something new to learn."
- **Empty learning**: "Your courses will appear here once you enroll. Start by exploring popular topics."
- **Premium upsell**: "Get 12,000+ courses with Udemy Personal Plan."
- **Sale urgency**: "Sale ends in 4h 32m. Don't miss out."
- **Time-aware welcome**: "Welcome back, [Name]" + "Continue learning" CTA on resumed-course module.
### Empty States
- Empty wishlist: heart-icon illustration + "Your wishlist is empty" + "Browse Courses" CTA.
- Empty cart: cart-icon illustration + "Your cart is empty" + "Keep shopping" CTA.
- Empty learning: "You haven't started learning yet" + "Find a course" CTA.
- Empty search: "We couldn't find any results for [query]" + "Try fewer or different keywords" + suggested searches.
- Offline: "You're offline. Downloaded lectures are available below."
### CTA Verb Conventions
- "Add to cart" — primary purchase verb. Always sentence case, never "ADD TO CART".
- "Buy now" — express checkout, single course.
- "Subscribe" — Personal Plan monthly tier.
- "Try free for 7 days" — Personal Plan trial.
- "Save" — wishlist toggle.
- "Continue learning" — returning-user CTA on in-progress courses.
- "Preview this course" — secondary action to play sample lecture without buying.
- "Get certificate" — completion CTA.
- "Become an instructor" — recruit-side CTA on creator marketing pages.
## 12. Dark Mode & Theming
Udemy is **light-only on the web surface**. The mobile apps (iOS / Android) ship a dark mode that follows the system setting, but the web product and marketing site stay light-only. The reasons are likely commercial — the discount-sticker visual language reads more credibly on white (yellow Bestseller tag, green discount label, struck-through original price all need a clean light ground), and the catalog-page density doesn't benefit from a dark inversion the way a media-consumption product would.
If theming were added to web, the canvas would shift to `#1c1d1f`, body text to `#f1f3f5`, brand purple `#a435f0` would brighten slightly to `#c084fc` for AAA contrast on dark, and the mustard Bestseller tag would shift to `#d4d35a` on a dark badge. Cards would take a `#2d2f31` surface with `#3a3c3e` border. But no public design has shipped this on web and there's no roadmap signal for it.
The video player has a "theatre mode" that darkens the player chrome and surrounding page when expanded, but the underlying page remains light.
## 13. Lineage & Influences
Udemy's visual lineage is three-streamed.
**The Amazon-product-card e-commerce tradition.** Udemy was founded in 2010 explicitly as the "Amazon for online courses" — and the catalog page bears the unmistakable fingerprint: 4-across product grid with 1px borders, 16:9 thumbnails, title / author / rating / price stack on every tile, left-rail faceted filter sidebar, breadcrumb top, "Customers also viewed" rails. Every element is borrowed from Amazon's product browse and adapted for courseware. The discount sticker is the single most direct lift — Amazon's "List Price: $84.99" struck through above "Price: $13.99 (84% off)" is reproduced literally on every Udemy course tile.
**The Sailec / friendly-humanist sans tradition.** Sailec — designed by Type Dynamic in 2014 — became a darling of mid-2010s tech branding (used by Booking.com, Square, and others) for its warmer-than-Helvetica humanist register. Udemy commissioned a Sailec derivative as Udemy Sans circa 2018 to claim some typographic ownership while keeping the friendly-but-professional feel. The font choice signals "we're a workplace, not a campus" — Source Sans (Coursera) reads more institutional; Sailec reads more start-up.
**The bargain-marketplace visual language.** Yellow Bestseller tags on Udemy descend from Amazon's "#1 Bestseller" orange ribbon, which itself descends from physical bookstore shelf-talkers. The struck-through original price is a 30-year-old retail convention (newspaper inserts, end-cap displays, holiday catalogs). Udemy's contribution is the discipline to keep these patterns subtle — soft mustard rather than screaming red, sentence-case copy rather than ALL CAPS, single accent rather than rainbow.
What Udemy rejects: dark mode on web, decorative serif companion, multi-color brand palette, aggressive negative tracking, full-screen marketing video as hero, modal pop-overs. What it embraces: density over breath, content over chrome, value-pricing over premium-positioning.
**Influences:**
- **Amazon** — product-card grid, faceted-search left rail, "Frequently bought together" cross-sell, struck-through pricing. https://amazon.com
- **Sailec / Type Dynamic** — humanist sans warmer than Helvetica that anchors the friendly-marketplace voice. https://typedynamic.com
- **Booking.com** — Sailec-using contemporary, similar density-heavy faceted-search aesthetic. https://booking.com
- **Coursera** — direct competitor whose softer 8px / royal-blue / pill-button aesthetic Udemy explicitly contrasts with sharper 4px / electric-purple / square-button language. https://coursera.org
- **Skillshare** — peer creator-marketplace whose bolder serif headlines Udemy chose not to follow. https://skillshare.com
## 14. Do's and Don'ts
**Do:**
- Use `#a435f0` for primary CTA backgrounds and the wordmark — and `#5624d0` for inline text links and outlined buttons (better contrast).
- Pair primary CTA with white text — at 16px / 700 the contrast is AA at body, AAA at large-text bracket.
- Round cards, buttons, and inputs to `4px` — the geometric signature is sharper-cornered than Coursera; only the global search is fully pilled.
- Skip card shadows at rest — use the 1px warm-grey `#d1d7dc` border. Hover gets a light `0 2px 8px rgba(0,0,0,0.10)` shadow.
- Use yellow-orange `#f69c08` rating stars exclusively — no other color for ratings.
- Use mustard `#eceb98` for "Bestseller" tags, warm orange `#f3ca8c` for "Hot & New", soft purple `#f3eaff` for "Highest Rated".
- Stack the price block: 22px / 700 sale price + 14px / 400 struck-through original + 14px / 700 green "X% off" inline.
- Set body type at 16px / 400 / 1.5 line-height — bargain-friendly density.
- Default to sentence case ("Add to cart"), title case for badge labels only.
- Provide closed captions on every video lecture; transcripts side-by-side with the player.
- Keep the sticky black `#1c1d1f` sale banner top-of-page during sale events with a live countdown.
- Maximize content density — 4 cards across at desktop, 16px gaps, 280px filter sidebar.
**Don't:**
- Don't use `#a435f0` for inline body links — its 4.5:1 contrast on white fails AAA. Use `#5624d0` deeper purple instead.
- Don't round buttons or cards to 8px+ — Udemy's brand reads sharper than Coursera's. Save the pill (9999px) for the global search.
- Don't apply heavy shadows on cards (`> 0.15` opacity) — the elevation is whisper-soft.
- Don't introduce a serif companion font — single-family Sailec carries everything.
- Don't pair brand purple with a saturated secondary color — yellow stars and mustard Bestseller tags are the only saturated accents.
- Don't tighten display tracking past `-0.02em` — the brand is open and friendly, not condensed.
- Don't use scale transforms on hover — Udemy's elevation grows via shadow, not translation.
- Don't introduce a dark theme on web — it's light-only by commercial design.
- Don't strip the discount sticker from course cards — the always-on sale state is a brand commitment, not a quarterly campaign.
- Don't use ALL CAPS for buttons or headlines — sentence case on everything except badges.
- Don't widen the card body padding past 16px — density is the brand.
- Don't drop the partner-logo "Trusted by" rail — it does enterprise-trust-building work.
## 15. Agent Prompt Guide
### Quick Color Reference
- Canvas: `#ffffff`
- Warm Off-White: `#f7f9fa`
- Udemy Purple (CTA): `#a435f0`
- Inline Link Purple: `#5624d0`
- Display Black: `#1c1d1f`
- Muted: `#6a6f73`
- Border: `#d1d7dc`
- Star Orange: `#f69c08`
- Bestseller Mustard: `#eceb98`
- Discount Green: `#1c8c2e`
- Sale Banner Black: `#1c1d1f`
### Example Component Prompts
1. "Create a Udemy-style course card — `#ffffff` background, `4px` radius, `1px solid #d1d7dc` border, no rest shadow; 16:9 thumbnail flush to top edge with `#eceb98` 'Bestseller' badge top-left in 12px / 700 `#3d3c0a`; below thumbnail in 16px-padded body: 16px / 700 `#1c1d1f` title 'The Complete Web Development Bootcamp' (max 2 lines), 12px / 400 `#6a6f73` 'Dr. Angela Yu', orange 5-star row + 14px / 700 '4.7' + 12px / 400 muted '(364,521)', then price stack — 22px / 700 `#1c1d1f` '$13.99' + 14px / 400 `#6a6f73` strike-through '$84.99'. On hover deepen shadow to `0 2px 8px rgba(0,0,0,0.10)` over 200ms."
2. "Design a Udemy primary CTA — `4px` square radius, `#a435f0` background, white 16px / 700 'Add to cart' label, `12px 16px` padding, `48px` height, hover to `#8710d8`, no shadow lift."
3. "Build a Udemy homepage hero — `#ffffff` background, 56px Udemy Sans 700-weight headline 'Skills that drive you forward' in `#1c1d1f` with `-0.02em` tracking, 18px / 400 `#6a6f73` lead 'Learn from over 250,000 video courses', primary purple CTA 'Plan starts at $11.99/month' + outlined deeper-purple secondary 'Try Udemy Business' inline."
4. "Render a Udemy sticky sale banner — full-width `48px` tall, `#1c1d1f` background, white 14px / 700 copy 'Up to 80% off this week. Time to invest in YOU.' centred-left, with a live countdown timer right-aligned 'Sale ends in 4h 32m' in 14px / 400 with mustard `#eceb98` accent on the time."
5. "Create a Udemy catalog page — 280px left filter sidebar with collapsible accordion groups (Ratings / Video Duration / Topic / Subcategory / Level / Language / Price / Features / Subtitles), each group title 16px / 700 with checkbox options 14px / 400 + count '(1,234)'; 1060px course grid right with 4-across course cards at 16px gap; sticky top with 'Development > Web Development > JavaScript' breadcrumb in `#5624d0`."
6. "Build a Udemy course detail page header — `#1c1d1f` dark hero band 480px tall, white 32px / 700 course title left, white 16px / 400 short description, orange 5-star row + white '4.7 (124,532 ratings)' + white '589,123 students enrolled', warm `#eceb98` 'Bestseller' tag; right column hosts a sticky 320px-wide white card with course preview thumbnail, price stack, full-width purple `#a435f0` 'Add to cart' CTA, outlined 'Buy now' below, and 30-day money-back guarantee callout."
### Iteration Guide
1. **Sharpen the corners.** If buttons or cards feel too soft, drop radius to `4px` everywhere. Coursera lives at 8px / 24px; Udemy lives at 4px.
2. **Skip the rest shadow.** If cards feel floaty, remove the rest shadow entirely. Use only the 1px `#d1d7dc` border. Save shadow for hover.
3. **Use deeper purple for inline links.** If a link doesn't pop, switch from brand `#a435f0` to deeper `#5624d0` — its AAA contrast on white pulls the eye without screaming.
4. **Keep the sale state on.** If the page feels premium-quiet, add the discount stack — green "84% off" + struck-through original price. Udemy's brand is bargain-aware year-round, not campaign-driven.
5. **Single family discipline.** If display feels off-brand, drop the secondary font — Udemy Sans / Sailec carries everything. Two weights only: 400 and 700.
6. **Sentence case everywhere except badges.** "Add to cart", not "ADD TO CART" or "Add To Cart". Title case is only for badge tokens (Bestseller, Hot & New, Highest Rated).
7. **Yellow only for stars and bestseller.** If yellow appears anywhere besides rating stars or the mustard Bestseller tag, audit and remove.
8. **Density over breath.** If the catalog feels sparse, tighten card gap to 16px and pack 4 cards across. Udemy is a marketplace; density is the brand.
1. Visual Theme & Atmosphere
Udemy’s site reads like the world’s biggest open bazaar. The canvas is paper-white #ffffff, the type is Sailec sans pulling display through body in a friendly humanist register, and the chromatic event of the page is #a435f0 — an electric purple that lives on the wordmark, the primary CTA, and the brand surfaces. Where Coursera whispers in royal blue and MasterClass shouts through cinematic black, Udemy occupies the friendly-bargain middle: confident enough to own its purple, casual enough to keep the sale stickers permanently affixed to every catalog page.
The signature is the discount sticker. Walk into a Udemy catalog page and you’ll see three things on every course card: the price stack (current sale price $13.99 in 22px / 700, struck-through original $84.99 in 14px / 400 muted, “84% off” tag in green), a yellow-orange #f69c08 rating star row with the numeric aggregate “4.7” and a parenthesized learner count, and a mustard #eceb98 “Bestseller” tag tucked top-left of the 16:9 thumbnail. The sale state is near-permanent — Udemy’s commercial DNA is the perpetual flash sale, and the brand has built an entire visual language around making the discount look credible rather than spammy. The mustard tag is doing the work that “ON SALE” stickers do at retail: it draws the eye, but it’s a soft warm yellow rather than a screaming red, so it reads as endorsement rather than as a hard sell.
The course-card grid is the workhorse component. Cards render at 4px radius (sharper than Coursera’s 8px — Udemy’s aesthetic skews retail-utility), with the 16:9 thumbnail flush to the card’s top edge, then a 16px-padded body containing the title in 16px / 700, the instructor in 12px / 400 muted grey, the rating row, the price stack, and the badge. There’s no card shadow at rest — just a 1px hairline border in warm grey #d1d7dc. On hover, a subtle 0 2px 8px rgba(0,0,0,0.10) shadow drops beneath the card. The interaction is whisper-soft; the visual weight comes from the content density, not from elevation theatrics.
Sailec — the custom Udemy Sans (a Sailec derivative) — sets the entire site. Display sizes go up to 56px / 700 with -0.02em tracking; body is 16px / 400 on a 1.5 line-height. Sailec is a humanist sans with a slight roundness in the bowls of the o, e, and a — friendlier than Helvetica, less editorial than Inter. The font carries Udemy’s voice, which is the voice of a teacher who knows you can do this if you just sign up: encouraging, plain, never academic, never elitist. There’s no display-serif companion, no decorative italic, no condensed cut. One family pulls the entire load.
Density is the third axis. The catalog page renders a 280px left-rail filter sidebar (collapsible groups: Ratings, Video Duration, Topic, Subcategory, Level, Language, Price, Features, Subtitles), a faceted breadcrumb up top, then the course-card grid in the centre. Filter chips on top of the grid show applied filters as black-bordered square pills you can dismiss. Above the catalog, a sticky black #1c1d1f sale banner perpetually advertises “Up to 80% off this week” with a countdown timer. The interaction model is e-commerce-faceted-search lifted from Amazon and adapted to courseware — but the pricing language (“84% off”, “Lowest price in 30 days”, “$13.99”) is the part that distinguishes Udemy from any other learning marketplace.
Key Characteristics:
- Paper-white
#ffffffcanvas with a faint warm tilt — never a cool-grey tint. - Single confident
#a435f0electric purple as the primary brand colour; deeper#5624d0for inline links and outlined buttons (better contrast). - Sailec / Udemy Sans humanist sans pulling display through body — one family, no companion.
4pxradius across cards, buttons, modals — sharper-cornered than Coursera; closer to retail-utility than to soft-edu.- Permanent sale state: green discount tag, struck-through original price, mustard “Bestseller” badge.
- Course card has 1px warm-grey border
#d1d7dcat rest, light shadow0 2px 8px rgba(0,0,0,0.10)on hover. - 280px left-rail filter sidebar — Amazon-faceted search adapted to courses.
- Sticky black
#1c1d1ftop sale banner with countdown — perpetual-flash-sale brand DNA. - Yellow-orange
#f69c08rating stars; mustard#eceb98bestseller tags; the only saturated colors besides brand purple. - 16px / 400 body type on 1.5 line-height — friendly readable density.
- Light-only on web (mobile app has dark mode); no public web dark variant.
2. Color Palette & Roles
Primary
- Paper White (
#ffffff): The defining canvas. Pure white, no warm tint — Udemy reads as a marketplace rather than as a textbook. - Warm Off-White (
#f7f9fa): Hero band background, alt section banding, search input bg. - Display Black (
#1c1d1f): Primary body text. Near-black with the slightest warm shift. - Udemy Purple (
#a435f0): The brand’s primary purple. Wordmark, primary CTA background, brand surfaces.
Brand & Dark
- Brand Hover (
#8710d8): Pointer-over state — slightly darker purple. - Brand Active (
#6d28d9): Pressed state. - Brand Soft (
#f3eaff): Soft-tint surface for badges, info banners, purple-tinted cards. - Brand Deep (
#5624d0): Deeper purple used for inline text links, outlined-button borders, and on dark surfaces — provides AAA contrast on white where the brighter#a435f0only meets AA. - Footer Black (
#1c1d1f): Sticky sale banner, footer band, dark hero, text.
Accent
- Star Orange (
#f69c08): Rating-star colour. The only place orange appears. - Bestseller Mustard (
#eceb98): Bestseller-tag background — Udemy’s most recognizable badge. - Hot & New Tan (
#f3ca8c): Warm orange tag for newly launched courses. - Sale Red (
#cc0c39): Urgent sale-banner accent, “70% off” callouts when extra urgency is needed. - Achievement Green (
#1c8c2e): Certificate-earned, “84% off” discount label, success messaging.
Interactive
- CTA Purple (
#a435f0): Primary action button background. - Link Purple (
#5624d0): Inline links — deeper than CTA so contrast is AAA. - Outlined Purple (
#5624d0border on transparent): Secondary action. - Filter Chip Active (
#1c1d1fbg + white text): Applied-filter state inverts to black. - Disabled (
#a8aaaetext on#f3f4f6bg): Non-interactive control.
Neutral Scale
- Display Black (
#1c1d1f): Display headlines, primary body — slight warm tint vs pure#000. - Strong Black (
#000000): Used in 1-2 places for absolute display contrast. - Muted (
#6a6f73): Secondary metadata — instructor name, “12.5 total hours · 56 lectures · Beginner”. - Soft (
#8b8d92): Tertiary captions, breadcrumb separator text. - Disabled (
#a8aaae): Inactive form labels, disabled controls. - Border Default (
#d1d7dc): Card hairlines, dividers — warm grey rather than cool. - Border Soft (
#e9ebee): Subtle table-row dividers. - Border Strong (
#9b9fa3): Focused field outline before purple ring kicks in.
Surface & Borders
- Surface Default (
#ffffff): Card, modal floor. - Surface Hover (
#f7f9fa): Nav hover, list-row hover, search-input bg. - Surface Soft (
#faf9fc): Faint purple-tinted secondary card bg. - Surface Strong (
#e7e9eb): Divider band between major sections. - Surface Dark (
#2d2f31): Dark card on dark hero (Udemy Business marketing). - Promo Surface (
#f3eaff): Soft-purple promo band — “Get personalized recommendations”. - Sale Surface (
#fef2cd): Warm-yellow callout banner background.
Shadow Colors
- Card Rest: No shadow. Udemy’s cards rely on the 1px warm-grey border at rest, not on elevation.
- Card Hover (
rgba(0,0,0,0.10)): The hover-state shadow that drops0 2px 8pxunder the card. Light, never dramatic. - Popover Shadow (
rgba(0,0,0,0.16)): Dropdown, tooltip, mega-menu. - Modal Shadow (
rgba(0,0,0,0.24)): Dialog floor.
Semantic
- Success (
#1c8c2etext on#e6f2e8soft bg): Certificate earned, “84% off” discount label, “Added to cart” toast. - Warning (
#f4951ftext on#fff5dbsoft bg): “Sale ends in 4h 32m” countdown banner. - Danger (
#cc0c39text on#fbeaeasoft bg): Form validation error, payment failure, lowest-price-in-30-days callout. - Info (
#5624d0text on#f3eaffsoft bg): “New financial-aid options available.”
3. Typography Rules
Font Family
- Primary:
"Udemy Sans"(a custom Sailec derivative commissioned for Udemy). Fallback chain:"Sailec", "SuisseWorks", -apple-system, "Segoe UI", "Roboto", Helvetica, Arial, sans-serif. - Mono:
"SF Mono", "Roboto Mono", Menlo, Consolas, monospace— used in code lectures (Web Development, Data Science specializations) and inline code in articles. - OpenType Features:
kernandligaenabled site-wide.tnumenabled on rating numbers, learner counts, prices, and runtime durations for column alignment.
Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|---|---|---|---|---|---|---|---|
| Display Hero | Udemy Sans | 56px | 700 | 1.1 | -0.02em | kern,liga | Marketing landing — “Skills that drive you forward” |
| Display XL | Udemy Sans | 44px | 700 | 1.15 | -0.015em | kern,liga | Section hero, business page |
| Display LG | Udemy Sans | 32px | 700 | 1.2 | -0.01em | kern,liga | Course detail page title |
| Display MD | Udemy Sans | 24px | 700 | 1.3 | -0.005em | kern,liga | Section heading, modal title |
| Display SM | Udemy Sans | 20px | 700 | 1.35 | 0 | kern,liga | Subsection heading |
| Title LG | Udemy Sans | 18px | 700 | 1.4 | 0 | kern,liga | Course card title at large breakpoints |
| Title MD | Udemy Sans | 16px | 700 | 1.4 | 0 | kern,liga | Course card title default |
| Title SM | Udemy Sans | 14px | 700 | 1.4 | 0 | kern,liga | Sidebar nav, category tile label |
| Body LG | Udemy Sans | 18px | 400 | 1.5 | 0 | kern,liga | Lead paragraph, hero subtitle |
| Body MD | Udemy Sans | 16px | 400 | 1.5 | 0 | kern,liga | Default body, course description |
| Body SM | Udemy Sans | 14px | 400 | 1.4 | 0 | kern,liga | Secondary metadata |
| Button LG | Udemy Sans | 16px | 700 | 1.0 | 0 | kern,liga | ”Add to cart” / “Buy now” CTA label |
| Button MD | Udemy Sans | 14px | 700 | 1.0 | 0 | kern,liga | Default button label |
| Caption | Udemy Sans | 12px | 400 | 1.35 | 0 | kern,liga | Disclosures, fine print |
| Metadata | Udemy Sans | 12px | 400 | 1.3 | 0 | tnum | Rating count, learner count |
| Badge | Udemy Sans | 12px | 700 | 1.0 | 0 | kern,liga | ”Bestseller”, “Hot & New”, “Highest Rated” |
| Rating | Udemy Sans | 14px | 700 | 1.0 | 0 | tnum | ”4.7” star aggregate |
| Price (Current) | Udemy Sans | 22px | 700 | 1.1 | 0 | tnum | ”$13.99” sale price |
| Price (Original) | Udemy Sans | 14px | 400 | 1.1 | 0 | tnum | Struck-through “$84.99” |
| Code | SF Mono | 14px | 400 | 1.5 | 0 | — | Inline code, lectures |
Principles
- Single family discipline. Udemy Sans (Sailec) covers display through body. There is no display-serif companion — Udemy’s voice is bargain-friendly, not editorial.
- Two weights only: 400 and 700. No 500, no 600. The system runs on a sharp regular-vs-bold contrast, which makes scanning catalog pages fast at thumbnail density.
- Modest negative tracking. Display sizes use
-0.005emto-0.02emonly. Udemy never goes tighter than-0.02em— the brand is open and friendly. - 16px body, 1.5 line-height. Course descriptions, lecture transcripts, blog articles all sit at this baseline. Same humanist density as Coursera, but the radii are sharper.
- Tabular numerals on counts and prices. Rating aggregates (“4.7”), learner counts (“124,532”), prices (“$13.99 / $84.99”), runtimes (“12.5 total hours”) all use
tnumso columns align in the catalog grid. - Sentence case for headings, title case for badges. “Web development bootcamp” not “Web Development Bootcamp”; but “Bestseller” / “Hot & New” / “Highest Rated” are title case (badge convention).
- Bold-not-light for hierarchy. Where Apple uses 100/200/300 light weights for editorial elegance, Udemy uses 400/700 — bargain-marketplace clarity over editorial finesse.
4. Component Stylings
Buttons
Primary (Udemy Purple)
- Background:
#a435f0. Text:#ffffff. Radius:4px(sharp, not pill). Padding:12px 16px. Height:48px. Font: Udemy Sans 16px / 700. - Hover:
#8710d8. No shadow lift, no scale transform. - Active:
#6d28d9. - Use: “Add to cart”, “Buy now”, “Start subscribing”. The square-ish radius is deliberate — Udemy reads more retail than soft-edu.
Add to Cart (Tall Variant)
- Same as primary but
56pxheight,12px 32pxpadding. Used on course detail page where the CTA needs more visual weight.
Secondary (Outlined Deeper Purple)
- Background:
transparent. Text:#5624d0. Border:1px solid #5624d0. Radius:4px. Padding:12px 16px. - Hover: bg
#f3eaff. - Use: “Try Udemy Business”, “Preview this course”. Note: uses the deeper
#5624d0rather than brand#a435f0so contrast is AAA on white.
Tertiary Text
- Background:
transparent. Color:#5624d0. Padding:8px 12px. - Hover: underline appears.
- Use: Inline action, footer link.
Icon Button
- Background:
transparent. Color:#1c1d1f. Radius:4px. Size:32 × 32. - Hover: bg
#f7f9fa. - Use: Wishlist heart, share, more-options.
Cards & Tiles
Course Card (Default)
- Background:
#ffffff. Color:#1c1d1f. Radius:4px. Padding: 0 (thumbnail flush) then 16px on body. Border:1px solid #d1d7dc. - Layout: 16:9 thumbnail flush to top, then 16px-padded body — title (16px / 700, max 2 lines), 4px gap, instructor (12px / 400
#6a6f73), 8px gap, rating row (orange stars + 14px / 700 score + 12px / 400 muted count), 8px gap, price stack (22px / 700 current + 14px / 400 struck-through original). - Top-left of thumbnail: badge (“Bestseller” / “Hot & New” / “Highest Rated”) if applicable.
- Rest shadow: none.
- Use: Default catalog tile.
Course Card (Hover)
- Shadow drops to
0 2px 8px rgba(0,0,0,0.10)over 200ms. No scale, no translate. - Title color stays the same.
- Use: Pointer-over interaction.
Instructor Card
- Background:
#ffffff. Color:#1c1d1f. Radius:4px. Padding:24px. Border:1px solid #d1d7dc. - Layout: 80px circular avatar left, instructor name 20px / 700 right, rating + review count + students stats grid below.
- Use: Course detail page instructor section.
Bundle Card (“Frequently Bought Together”)
- Background:
#fdf6e3(faint cream). Color:#1c1d1f. Radius:4px. Padding:24px. - Layout: 3 mini course thumbnails left-to-right with
+glyphs between, total bundle price right, “Add all to cart” primary CTA. - Use: Cross-sell on course detail page.
Badges, Tags, Indicators
Bestseller
- Background:
#eceb98. Color:#3d3c0a. Radius:4px. Padding:4px 8px. Font: 12px / 700. - Use: Mustard tag — Udemy’s most recognizable badge. Top-left of thumbnail on top-rated courses.
Hot & New
- Background:
#f3ca8c. Color:#3d2305. Radius:4px. - Use: Warm orange tag for recently launched courses with strong early traction.
Highest Rated
- Background:
#f3eaff. Color:#5624d0. Radius:4px. - Use: Soft-purple tag for courses sustained 4.8+ rating.
Premium
- Background:
#1c1d1f. Color:#eceb98. Radius:4px. - Use: Black tag with mustard text — Udemy Business surfaces.
Discount Tag (Inline with Price)
- Color:
#1c8c2e. Font: 14px / 700. - Format: “84% off” rendered green inline next to current price.
- Use: Always-on sale messaging.
Rating Stars
- Filled:
#f69c08. Empty:#d1d7dc. Half-star supported. - Paired with: numeric aggregate “4.7” in 14px / 700 + “(124,532)” in 12px / 400 muted parens.
Inputs & Forms
Search (Pill)
- Background:
#f7f9fa. Color:#1c1d1f. Border:1px solid #d1d7dc. Radius:9999px(pill). Height:48px. Padding:12px 16px 12px 44px. - Magnifying-glass icon left in
#1c1d1f. - Placeholder: “Search for anything”.
- Focus: border
#5624d0, ring0 0 0 3px rgba(86,36,208,0.4). - Use: Top-bar global search — full-width, takes the centre slot of the nav.
Text Input
- Background:
#ffffff. Color:#1c1d1f. Border:1px solid #d1d7dc. Radius:4px. Height:48px. Padding:12px 16px. - Label sits above, 14px / 700
#1c1d1f. Hint below, 12px / 400#6a6f73. - Focus: border
#5624d0, ring0 0 0 3px rgba(86,36,208,0.4). - Use: Sign-in, profile, payment forms.
Filter Chip
- Default: bg
#ffffff, color#1c1d1f, border1px solid #1c1d1f, radius4px, padding8px 12px. Square corners. - Active: bg
#1c1d1f, color#ffffff. Inverts to black. - Use: Catalog filter pill — “Beginner”, “12+ hours”, “$10-20”, “English”.
Navigation
Top Bar (Sticky)
- Background:
#ffffff. Border-bottom:1px solid #d1d7dc. Height:72px. - Layout: Udemy wordmark + “Categories” dropdown left, full-width search centre, “Udemy Business / Teach on Udemy / My learning / Cart icon (with count badge) / Notifications / Profile avatar” right.
- Mobile: collapses to hamburger + cart + profile.
Sale Banner (Above Top Bar, Sticky)
- Background:
#1c1d1f. Color:#ffffff. Height:48px. - Content: “Up to 80% off this week. Time to invest in YOU.” + countdown timer “4h 32m left” right-aligned.
- Always visible during sale events (which is most of the time).
Catalog Sidebar (Filter Rail)
- Background:
#ffffff. Width:280px. Padding:24px 16px. - Collapsible accordion groups: Ratings, Video Duration, Topic, Subcategory, Level, Language, Price, Features, Subtitles. Each group title 16px / 700, options 14px / 400 with checkbox + count “(1,234)”.
- Sticky on scroll.
Mega Menu (Categories Dropdown)
- Background:
#ffffff. Shadow:0 4px 16px rgba(0,0,0,0.16). - Layout: 3-column flyout — top-level categories left (Development / Business / IT & Software / Design / Marketing), subcategories middle, featured courses right.
- Use: Hover or click to expand from top nav.
Breadcrumb
- Color:
#5624d0for links,#6a6f73for separator chars. - Format: “Development > Web Development > JavaScript > [Course]”.
Modals & Toasts
Modal Dialog
- Background:
#ffffff. Radius:4px. Padding:24px. - Shadow:
0 8px 24px rgba(0,0,0,0.24). - Backdrop:
rgba(0,0,0,0.5). - Use: Sign-up, course preview, payment.
Toast
- Background:
#1c1d1f. Color:#ffffff. Radius:4px. Padding:12px 16px. - Use: “Added to cart” — bottom-left, auto-dismiss 3s.
Coupon Banner
- Background:
#fef2cd(warm yellow). Color:#1c1d1f. Radius:4px. Border-left:4px solid #f69c08. - Use: “Coupon applied: SALE10. You saved $76.00.”
5. Layout Principles
Spacing System
- Base: 4px. Scale: 4 / 8 / 12 / 16 / 20 / 24 / 32 / 40 / 48 / 64 / 80 / 96 / 128.
- Card-to-card gap: 16px on desktop (tighter than Coursera), 12px on tablet, 8px on mobile.
- Section gap (major modules): 48–64px.
- Grid gutter: 16px.
Grid & Container
- Page width: 1440px max.
- Content max within page: 1340px centred (wider than Coursera — Udemy maximizes density).
- Catalog: 280px filter sidebar + 1060px course grid (4-across at desktop, 3-across at 900px, 2-across at 600px, 1-across mobile).
- Hero: full-bleed background, content centred at 1340px.
Whitespace Philosophy
Udemy is a marketplace and prioritizes content density over breath. Sections breathe at 48–64px gaps, cards at 16px (Coursera’s 24), and within a card the layout is tight (16px padding on a body, 0 padding on the thumbnail edge). The hero gets 64px top/bottom padding — generous but not lavish. Below the fold, the page packs four card rails, two category tiles, an instructor highlight, a partner-logo strip, and a footer into 4-5 viewports of vertical scroll. The brand never lets the page feel transactional — but it absolutely lets the page feel densely populated.
Section Cadence
- Sale banner (sticky, black
#1c1d1f) - Top bar (sticky)
- Hero (Sailec 56px headline, 18px lead, “Plan starts at $11.99” CTA + “Try Udemy Business”)
- “Recommended for you” rail (4 course cards)
- “Top categories” tile grid (8 illustrated category tiles)
- “Most popular for [skill]” rail
- “Featured courses in [topic]” rail
- “Learners are viewing” rail
- “Trusted by companies of all sizes” partner-logo band
- “Become an instructor” CTA band
- Footer (4-column dark
#1c1d1fband — links, language picker, app downloads)
Light/dark alternation: predominantly light. Sale banner and footer are the only dark bands.
6. Shapes & Radius Scale
- Micro (
2px): Tiny indicator dot. - Standard (
4px): Input, dropdown, badge, course card, button — the workhorse radius. Udemy’s defining sharp-corner aesthetic. - Comfortable (
6px): Tag chip, pill chip variant. - Relaxed (
8px): Larger card, modal corners. - Featured (
12px): Hero shell, premium card. - Pill (
9999px): Search input, filter-chip alternative — only on the global search.
The 4px-everything-except-search radius is the geometric signature. Where Coursera rounds cards to 8px and pillls buttons to 24px, Udemy keeps everything at 4px — a retail-utility aesthetic that says “we’re a marketplace, not a museum.”
7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 (flat) | No shadow, no border | Section background, hero band |
| 1 (border) | 1px solid #d1d7dc | Card rest, input field, divider — Udemy’s primary depth tier |
| 2 (hover lift) | 0 2px 8px rgba(0,0,0,0.10) | Course card hover |
| 3 (popover) | 0 4px 16px rgba(0,0,0,0.16) | Mega menu, dropdown, tooltip |
| 4 (modal) | 0 8px 24px rgba(0,0,0,0.24) | Dialog, sign-up modal, payment |
Shadow Philosophy
Udemy’s depth system runs primarily on borders, not shadows. Course cards rest with no shadow at all — just a 1px warm-grey border. The 4px hover shadow is light and short-radius (8px blur), giving the card a hint of lift without theatrics. Modals and mega menus get the deeper 24px-blur shadow at 0.24 opacity. The brand never uses brand-tinted shadows — purple belongs to action, not to elevation. The aesthetic is Amazon-product-card-with-better-typography rather than Material Design — borders carry the weight, shadows are an afterthought.
8. Interaction & Motion
Easing Curves
- Standard:
cubic-bezier(0.4, 0, 0.2, 1)— Material’s standard ease, used for fades, opacity, simple slides. - Out:
cubic-bezier(0, 0, 0.2, 1)— incoming elements (modal in, dropdown open). - In-Out:
cubic-bezier(0.4, 0, 0.6, 1)— accordion expand/collapse.
Duration Buckets
- Fast: 100ms — colour shifts, hover transitions, button-press feedback.
- Standard: 200ms — card hover shadow lift, modal open, dropdown.
- Slow: 300ms — accordion expand, mega-menu reveal.
Per-Component Recipes
- Course card hover: Shadow
none → 0 2px 8px rgba(0,0,0,0.10), 200ms ease-standard. No scale, no translate — purely shadow. - Primary CTA hover: Background
#a435f0 → #8710d8, 100ms ease-standard. No shadow change, no scale. - Filter chip toggle: bg + text + border swap together over 100ms.
- Mega menu open: 200ms ease-out, opacity
0 → 1+ translateY-4px → 0. - Modal open: 200ms ease-out, opacity
0 → 1+ scale0.96 → 1. - Dropdown open: 150ms ease-out, opacity
0 → 1+ translateY-4px → 0. - Toast in: slide up from bottom 6px + opacity over 200ms; auto-dismiss after 3s with reverse motion.
- Sale-banner countdown: ticks every 1s — pure JS update of the time display, no animation on the digits.
- Cart-count badge increment: 200ms scale
1 → 1.2 → 1pulse when an item is added.
Page Transitions
Udemy’s catalog and course pages are server-rendered with light client-side routing for filter changes. Filter applies trigger an instant grid swap (no fade). There’s no full-page transition. Course detail page uses tabs (Overview / Curriculum / Instructor / Reviews) that swap via in-page anchor scroll.
Reduced Motion
prefers-reduced-motion: reduce collapses:
- Card hover shadow lifts → instant snap.
- Modal scale-in → opacity-only.
- Toast slide → instant appear/disappear.
- Mega menu translate → opacity-only.
- Cart-count pulse → no animation.
- Sale-banner countdown ticker → still ticks (informational, not decorative) but no transitional animation.
9. Accessibility & A11y
Contrast Pairs
- Display Black
#1c1d1fon white#ffffff: 16.0:1 — AAA at all sizes. - Muted
#6a6f73on white#ffffff: 4.6:1 — AA at body sizes. - White
#ffffffon Udemy Purple#a435f0: 4.5:1 — AA at body. NOT AAA, which is why critical CTAs use 16px / 700 (large-text bracket) and inline links use the deeper#5624d0. - Inline link
#5624d0on white: 9.4:1 — AAA at all sizes. - Achievement Green
#1c8c2eon white: 5.0:1 — AA at body. - Star Orange
#f69c08on white: 2.4:1 — fails for text; used decoratively only (rating stars). - Disabled
#a8aaaeon white: 2.6:1 — fails AA, used foraria-disabledonly.
Focus Indicators
- Default focus:
3px solid rgba(86,36,208,0.4)outline with2pxoffset on light surfaces. Uses the deeper inline-link purple for visibility. - Form fields: border lifts to
#5624d0on focus, plus the 3px ring outside. - Tab order: sale banner skip-link → top nav → search → main content top-to-bottom → sidebar filters → grid cards → footer.
ARIA Patterns
- Course cards:
role="article" aria-label="[Course Title], by [Instructor]. Rating [4.7] of 5 stars based on [124,532] reviews. [Beginner] level. Current price [$13.99], original price [$84.99]." - Rating stars:
aria-hidden="true"on the star icons; the numeric label carries semantic meaning. - Filter sidebar:
role="region" aria-label="Filter courses". Each accordion group:aria-expanded,aria-controls. - Course player:
role="region" aria-label="Course video player". Captions:<track kind="captions">per available language. - Modal:
role="dialog" aria-modal="true"with focus trap. - Cart count badge:
aria-live="polite"so screen readers announce additions. - Sale countdown:
aria-live="off"(would be too chatty); the static “Sale ends in 4h 32m” text is sufficient.
Keyboard Navigation
- Tab: move forward through controls; Shift+Tab reverses.
- Enter / Space: activate focused button or card.
- Arrow keys: navigate within catalog grid (roving tabindex).
- ESC: close modal, mega menu, sidebar overlay.
- ”/” : focus top-bar search.
Screen Reader Hints
- Course card aria-label packs title + instructor + rating + level + price into one string for fast scanning.
- “Bestseller” / “Hot & New” badges have explicit
aria-label="Bestseller"; not decorative. - Video player: live-region announces play/pause state changes and chapter advances.
- Discount labels (“84% off”) are announced as part of the price block.
Reduced Motion
Honoured. See §8.
10. Responsive Behavior
Breakpoints
| Token | Min | Use |
|---|---|---|
| mobile | 0px | 1 card per row, sidebar collapses to filter modal |
| tablet | 600px | 2 cards per row, sidebar shows as collapsible drawer |
| tablet-lg | 900px | 3 cards per row, sidebar visible at 240px |
| desktop | 1200px | 4 cards per row, full 280px sidebar |
| wide | 1440px | content max 1340px centred |
Touch Targets
- 48×48 minimum on all interactive controls. Card tap targets fill the entire card body (anchor wraps the whole card).
- On mobile, filter chips reflow to wrap with 8px gaps; cart icon at 44×44 for thumb-reach.
Collapsing Strategy
- Top nav: collapses to hamburger + search-icon + cart + profile on
< 900px. - Mega menu: collapses to a stacked list inside the hamburger drawer on mobile.
- Sale banner: stays visible on all breakpoints; countdown digits scale down.
- Filter sidebar: collapses to “Filters” button on mobile that opens a full-screen drawer.
- Course grid: 4 → 3 → 2 → 1 across the breakpoint cascade.
- Hero: title scales 56 → 44 → 32 → 24; image collapses below text on
< 600px.
Image Behavior
- Course thumbnails: 16:9 aspect, served at 240w / 480w / 720w via responsive
srcset. Lazy-load below the fold. Subtle 1px border#d1d7dcfollows the card border. - Partner logos: SVG with
currentColorfor tint adjustability. - Video player: 16:9 with adaptive bitrate streaming (HLS).
Container Queries
Used on the filter sidebar — accordion group titles collapse to icon-only at narrow rail widths; on the course-card body — instructor name truncates earlier when card width is below 240px.
11. Content & Voice
Tone
Udemy’s voice is encouraging, plain-spoken, and bargain-aware. Course descriptions read like syllabi written by working practitioners — clear, structured, free of academic jargon. Marketing copy tilts aspirational (“Skills that drive you forward”, “Unlock your potential”) but pairs the aspiration with a price tag (“Plans starting at $11.99/month”). The brand never assumes the reader is an expert; it never assumes the reader has unlimited budget either. Every course page balances “this skill will change your career” with “and it’s $13.99 today only”.
Microcopy Patterns
- Primary CTA: “Add to cart”, “Buy now”, “Subscribe”, “Start subscribing”, “Try free for 7 days”.
- Secondary CTA: “Try Udemy Business”, “Preview this course”, “Add to wishlist”.
- Confirmation toast: “Added to cart”, “Welcome back, [Name]”, “Course saved to wishlist”.
- Empty wishlist: “Save courses for later by clicking the heart on any course.”
- Empty cart: “Your cart is empty. Browse courses to find something new to learn.”
- Empty learning: “Your courses will appear here once you enroll. Start by exploring popular topics.”
- Premium upsell: “Get 12,000+ courses with Udemy Personal Plan.”
- Sale urgency: “Sale ends in 4h 32m. Don’t miss out.”
- Time-aware welcome: “Welcome back, [Name]” + “Continue learning” CTA on resumed-course module.
Empty States
- Empty wishlist: heart-icon illustration + “Your wishlist is empty” + “Browse Courses” CTA.
- Empty cart: cart-icon illustration + “Your cart is empty” + “Keep shopping” CTA.
- Empty learning: “You haven’t started learning yet” + “Find a course” CTA.
- Empty search: “We couldn’t find any results for [query]” + “Try fewer or different keywords” + suggested searches.
- Offline: “You’re offline. Downloaded lectures are available below.”
CTA Verb Conventions
- “Add to cart” — primary purchase verb. Always sentence case, never “ADD TO CART”.
- “Buy now” — express checkout, single course.
- “Subscribe” — Personal Plan monthly tier.
- “Try free for 7 days” — Personal Plan trial.
- “Save” — wishlist toggle.
- “Continue learning” — returning-user CTA on in-progress courses.
- “Preview this course” — secondary action to play sample lecture without buying.
- “Get certificate” — completion CTA.
- “Become an instructor” — recruit-side CTA on creator marketing pages.
12. Dark Mode & Theming
Udemy is light-only on the web surface. The mobile apps (iOS / Android) ship a dark mode that follows the system setting, but the web product and marketing site stay light-only. The reasons are likely commercial — the discount-sticker visual language reads more credibly on white (yellow Bestseller tag, green discount label, struck-through original price all need a clean light ground), and the catalog-page density doesn’t benefit from a dark inversion the way a media-consumption product would.
If theming were added to web, the canvas would shift to #1c1d1f, body text to #f1f3f5, brand purple #a435f0 would brighten slightly to #c084fc for AAA contrast on dark, and the mustard Bestseller tag would shift to #d4d35a on a dark badge. Cards would take a #2d2f31 surface with #3a3c3e border. But no public design has shipped this on web and there’s no roadmap signal for it.
The video player has a “theatre mode” that darkens the player chrome and surrounding page when expanded, but the underlying page remains light.
13. Lineage & Influences
Udemy’s visual lineage is three-streamed.
The Amazon-product-card e-commerce tradition. Udemy was founded in 2010 explicitly as the “Amazon for online courses” — and the catalog page bears the unmistakable fingerprint: 4-across product grid with 1px borders, 16:9 thumbnails, title / author / rating / price stack on every tile, left-rail faceted filter sidebar, breadcrumb top, “Customers also viewed” rails. Every element is borrowed from Amazon’s product browse and adapted for courseware. The discount sticker is the single most direct lift — Amazon’s “List Price: $84.99” struck through above “Price: $13.99 (84% off)” is reproduced literally on every Udemy course tile.
The Sailec / friendly-humanist sans tradition. Sailec — designed by Type Dynamic in 2014 — became a darling of mid-2010s tech branding (used by Booking.com, Square, and others) for its warmer-than-Helvetica humanist register. Udemy commissioned a Sailec derivative as Udemy Sans circa 2018 to claim some typographic ownership while keeping the friendly-but-professional feel. The font choice signals “we’re a workplace, not a campus” — Source Sans (Coursera) reads more institutional; Sailec reads more start-up.
The bargain-marketplace visual language. Yellow Bestseller tags on Udemy descend from Amazon’s “#1 Bestseller” orange ribbon, which itself descends from physical bookstore shelf-talkers. The struck-through original price is a 30-year-old retail convention (newspaper inserts, end-cap displays, holiday catalogs). Udemy’s contribution is the discipline to keep these patterns subtle — soft mustard rather than screaming red, sentence-case copy rather than ALL CAPS, single accent rather than rainbow.
What Udemy rejects: dark mode on web, decorative serif companion, multi-color brand palette, aggressive negative tracking, full-screen marketing video as hero, modal pop-overs. What it embraces: density over breath, content over chrome, value-pricing over premium-positioning.
Influences:
- Amazon — product-card grid, faceted-search left rail, “Frequently bought together” cross-sell, struck-through pricing. https://amazon.com
- Sailec / Type Dynamic — humanist sans warmer than Helvetica that anchors the friendly-marketplace voice. https://typedynamic.com
- Booking.com — Sailec-using contemporary, similar density-heavy faceted-search aesthetic. https://booking.com
- Coursera — direct competitor whose softer 8px / royal-blue / pill-button aesthetic Udemy explicitly contrasts with sharper 4px / electric-purple / square-button language. https://coursera.org
- Skillshare — peer creator-marketplace whose bolder serif headlines Udemy chose not to follow. https://skillshare.com
14. Do’s and Don’ts
Do:
- Use
#a435f0for primary CTA backgrounds and the wordmark — and#5624d0for inline text links and outlined buttons (better contrast). - Pair primary CTA with white text — at 16px / 700 the contrast is AA at body, AAA at large-text bracket.
- Round cards, buttons, and inputs to
4px— the geometric signature is sharper-cornered than Coursera; only the global search is fully pilled. - Skip card shadows at rest — use the 1px warm-grey
#d1d7dcborder. Hover gets a light0 2px 8px rgba(0,0,0,0.10)shadow. - Use yellow-orange
#f69c08rating stars exclusively — no other color for ratings. - Use mustard
#eceb98for “Bestseller” tags, warm orange#f3ca8cfor “Hot & New”, soft purple#f3eafffor “Highest Rated”. - Stack the price block: 22px / 700 sale price + 14px / 400 struck-through original + 14px / 700 green “X% off” inline.
- Set body type at 16px / 400 / 1.5 line-height — bargain-friendly density.
- Default to sentence case (“Add to cart”), title case for badge labels only.
- Provide closed captions on every video lecture; transcripts side-by-side with the player.
- Keep the sticky black
#1c1d1fsale banner top-of-page during sale events with a live countdown. - Maximize content density — 4 cards across at desktop, 16px gaps, 280px filter sidebar.
Don’t:
- Don’t use
#a435f0for inline body links — its 4.5:1 contrast on white fails AAA. Use#5624d0deeper purple instead. - Don’t round buttons or cards to 8px+ — Udemy’s brand reads sharper than Coursera’s. Save the pill (9999px) for the global search.
- Don’t apply heavy shadows on cards (
> 0.15opacity) — the elevation is whisper-soft. - Don’t introduce a serif companion font — single-family Sailec carries everything.
- Don’t pair brand purple with a saturated secondary color — yellow stars and mustard Bestseller tags are the only saturated accents.
- Don’t tighten display tracking past
-0.02em— the brand is open and friendly, not condensed. - Don’t use scale transforms on hover — Udemy’s elevation grows via shadow, not translation.
- Don’t introduce a dark theme on web — it’s light-only by commercial design.
- Don’t strip the discount sticker from course cards — the always-on sale state is a brand commitment, not a quarterly campaign.
- Don’t use ALL CAPS for buttons or headlines — sentence case on everything except badges.
- Don’t widen the card body padding past 16px — density is the brand.
- Don’t drop the partner-logo “Trusted by” rail — it does enterprise-trust-building work.
15. Agent Prompt Guide
Quick Color Reference
- Canvas:
#ffffff - Warm Off-White:
#f7f9fa - Udemy Purple (CTA):
#a435f0 - Inline Link Purple:
#5624d0 - Display Black:
#1c1d1f - Muted:
#6a6f73 - Border:
#d1d7dc - Star Orange:
#f69c08 - Bestseller Mustard:
#eceb98 - Discount Green:
#1c8c2e - Sale Banner Black:
#1c1d1f
Example Component Prompts
- “Create a Udemy-style course card —
#ffffffbackground,4pxradius,1px solid #d1d7dcborder, no rest shadow; 16:9 thumbnail flush to top edge with#eceb98‘Bestseller’ badge top-left in 12px / 700#3d3c0a; below thumbnail in 16px-padded body: 16px / 700#1c1d1ftitle ‘The Complete Web Development Bootcamp’ (max 2 lines), 12px / 400#6a6f73‘Dr. Angela Yu’, orange 5-star row + 14px / 700 ‘4.7’ + 12px / 400 muted ‘(364,521)’, then price stack — 22px / 700#1c1d1f‘$13.99’ + 14px / 400#6a6f73strike-through ‘$84.99’. On hover deepen shadow to0 2px 8px rgba(0,0,0,0.10)over 200ms.” - “Design a Udemy primary CTA —
4pxsquare radius,#a435f0background, white 16px / 700 ‘Add to cart’ label,12px 16pxpadding,48pxheight, hover to#8710d8, no shadow lift.” - “Build a Udemy homepage hero —
#ffffffbackground, 56px Udemy Sans 700-weight headline ‘Skills that drive you forward’ in#1c1d1fwith-0.02emtracking, 18px / 400#6a6f73lead ‘Learn from over 250,000 video courses’, primary purple CTA ‘Plan starts at $11.99/month’ + outlined deeper-purple secondary ‘Try Udemy Business’ inline.” - “Render a Udemy sticky sale banner — full-width
48pxtall,#1c1d1fbackground, white 14px / 700 copy ‘Up to 80% off this week. Time to invest in YOU.’ centred-left, with a live countdown timer right-aligned ‘Sale ends in 4h 32m’ in 14px / 400 with mustard#eceb98accent on the time.” - “Create a Udemy catalog page — 280px left filter sidebar with collapsible accordion groups (Ratings / Video Duration / Topic / Subcategory / Level / Language / Price / Features / Subtitles), each group title 16px / 700 with checkbox options 14px / 400 + count ‘(1,234)’; 1060px course grid right with 4-across course cards at 16px gap; sticky top with ‘Development > Web Development > JavaScript’ breadcrumb in
#5624d0.” - “Build a Udemy course detail page header —
#1c1d1fdark hero band 480px tall, white 32px / 700 course title left, white 16px / 400 short description, orange 5-star row + white ‘4.7 (124,532 ratings)’ + white ‘589,123 students enrolled’, warm#eceb98‘Bestseller’ tag; right column hosts a sticky 320px-wide white card with course preview thumbnail, price stack, full-width purple#a435f0‘Add to cart’ CTA, outlined ‘Buy now’ below, and 30-day money-back guarantee callout.”
Iteration Guide
- Sharpen the corners. If buttons or cards feel too soft, drop radius to
4pxeverywhere. Coursera lives at 8px / 24px; Udemy lives at 4px. - Skip the rest shadow. If cards feel floaty, remove the rest shadow entirely. Use only the 1px
#d1d7dcborder. Save shadow for hover. - Use deeper purple for inline links. If a link doesn’t pop, switch from brand
#a435f0to deeper#5624d0— its AAA contrast on white pulls the eye without screaming. - Keep the sale state on. If the page feels premium-quiet, add the discount stack — green “84% off” + struck-through original price. Udemy’s brand is bargain-aware year-round, not campaign-driven.
- Single family discipline. If display feels off-brand, drop the secondary font — Udemy Sans / Sailec carries everything. Two weights only: 400 and 700.
- Sentence case everywhere except badges. “Add to cart”, not “ADD TO CART” or “Add To Cart”. Title case is only for badge tokens (Bestseller, Hot & New, Highest Rated).
- Yellow only for stars and bestseller. If yellow appears anywhere besides rating stars or the mustard Bestseller tag, audit and remove.
- Density over breath. If the catalog feels sparse, tighten card gap to 16px and pack 4 cards across. Udemy is a marketplace; density is the brand.
Drop udemy into your project, then ship the actual sections in an afternoon.
1 · install design
npx design-md add udemy 2 · ship landing page
npx agentkit init --design udemy light education
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