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awesome-design-md/design-md/vercel/DESIGN.md
necatiozmen f2d6b17d0d update design.md v2
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version name description colors typography rounded spacing components
alpha Vercel Inspired An inspired interpretation of Vercel's design language — a developer-platform brand whose surface is a stark black-and-ink duet on near-white canvas, broken at hero scale by a multi-color mesh gradient (cyan / blue / magenta / amber) that acts as the entire decorative system, paired with a custom geometric sans for headlines and a monospaced caption face for technical labels.
primary on-primary ink body mute hairline hairline-strong canvas canvas-soft canvas-soft-2 link link-deep link-bg-soft success error error-soft error-deep warning warning-soft warning-deep violet violet-soft violet-deep cyan cyan-soft cyan-deep highlight-pink highlight-magenta gradient-develop-start gradient-develop-end gradient-preview-start gradient-preview-end gradient-ship-start gradient-ship-end selection-bg selection-fg
#171717 #ffffff #171717 #4d4d4d #888888 #ebebeb #a1a1a1 #ffffff #fafafa #f5f5f5 #0070f3 #0761d1 #d3e5ff #0070f3 #ee0000 #f7d4d6 #c50000 #f5a623 #ffefcf #ab570a #7928ca #d8ccf1 #4c2889 #50e3c2 #aaffec #29bc9b #ff0080 #eb367f #007cf0 #00dfd8 #7928ca #ff0080 #ff4d4d #f9cb28 #171717 #f2f2f2
display-xl display-lg display-md display-sm body-lg body-md body-md-strong body-sm body-sm-strong caption caption-mono code button-md button-lg
fontFamily fontSize fontWeight lineHeight letterSpacing
Geist, Inter, system-ui, -apple-system, sans-serif 48px 600 48px -2.4px
fontFamily fontSize fontWeight lineHeight letterSpacing
Geist, Inter, system-ui, -apple-system, sans-serif 32px 600 40px -1.28px
fontFamily fontSize fontWeight lineHeight letterSpacing
Geist, Inter, system-ui, -apple-system, sans-serif 24px 600 32px -0.96px
fontFamily fontSize fontWeight lineHeight letterSpacing
Geist, Inter, system-ui, -apple-system, sans-serif 20px 600 28px -0.6px
fontFamily fontSize fontWeight lineHeight letterSpacing
Geist, Inter, system-ui, -apple-system, sans-serif 18px 400 28px 0px
fontFamily fontSize fontWeight lineHeight
Geist, Inter, system-ui, -apple-system, sans-serif 16px 400 24px
fontFamily fontSize fontWeight lineHeight
Geist, Inter, system-ui, -apple-system, sans-serif 16px 500 24px
fontFamily fontSize fontWeight lineHeight letterSpacing
Geist, Inter, system-ui, -apple-system, sans-serif 14px 400 20px -0.28px
fontFamily fontSize fontWeight lineHeight letterSpacing
Geist, Inter, system-ui, -apple-system, sans-serif 14px 500 20px -0.28px
fontFamily fontSize fontWeight lineHeight
Geist, Inter, system-ui, -apple-system, sans-serif 12px 400 16px
fontFamily fontSize fontWeight lineHeight
Geist Mono, ui-monospace, SFMono-Regular, Menlo, Monaco, monospace 12px 400 16px
fontFamily fontSize fontWeight lineHeight
Geist Mono, ui-monospace, SFMono-Regular, Menlo, Monaco, monospace 13px 400 20px
fontFamily fontSize fontWeight lineHeight
Geist, Inter, system-ui, -apple-system, sans-serif 14px 500 20px
fontFamily fontSize fontWeight lineHeight
Geist, Inter, system-ui, -apple-system, sans-serif 16px 500 24px
none xs sm md lg xl pill-sm pill full
0px 4px 6px 8px 12px 16px 64px 100px 9999px
xxs xs sm md lg xl 2xl 3xl 4xl 5xl 6xl section
4px 8px 12px 16px 24px 32px 40px 48px 64px 96px 128px 192px
nav-bar nav-link nav-cta-signup nav-cta-login nav-cta-ask-ai button-primary button-secondary button-primary-sm button-secondary-sm tab-ghost icon-button-circular card-marketing card-marketing-large card-soft template-card code-editor-mockup form-input form-input-sm form-input-lg badge-secondary pricing-card pricing-card-featured logo-strip hero-band feature-mesh-band showcase-band-light showcase-band-dark footer link-inline banner-marketing ex-pricing-tier ex-pricing-tier-featured ex-product-selector ex-cart-drawer ex-app-shell-row ex-data-table-cell ex-auth-form-card ex-modal-card ex-empty-state-card ex-toast
backgroundColor textColor typography height padding
{colors.canvas} {colors.ink} {typography.body-sm} 64px {spacing.sm} {spacing.lg}
textColor typography rounded padding
{colors.body} {typography.body-sm} {rounded.full} {spacing.xs} {spacing.sm}
backgroundColor textColor typography rounded padding height
{colors.primary} {colors.on-primary} {typography.body-sm-strong} {rounded.sm} 0px {spacing.xs} 28px
backgroundColor textColor typography rounded padding height
{colors.canvas} {colors.ink} {typography.body-sm-strong} {rounded.sm} 0px {spacing.xs} 28px
backgroundColor textColor borderColor typography rounded padding height
{colors.canvas} {colors.ink} {colors.hairline} {typography.body-sm-strong} {rounded.sm} 0px {spacing.xs} 28px
backgroundColor textColor typography rounded padding
{colors.primary} {colors.on-primary} {typography.button-lg} {rounded.pill} 0px {spacing.sm}
backgroundColor textColor typography rounded padding
{colors.canvas} {colors.ink} {typography.button-lg} {rounded.pill} 0px {spacing.sm}
backgroundColor textColor typography rounded padding
{colors.primary} {colors.on-primary} {typography.button-md} {rounded.pill} 0px {spacing.xs}
backgroundColor textColor typography rounded padding
{colors.canvas} {colors.ink} {typography.button-md} {rounded.pill} 0px {spacing.xs}
backgroundColor textColor typography rounded padding
{colors.canvas} {colors.ink} {typography.body-sm} {rounded.pill-sm} 0px {spacing.md}
backgroundColor textColor borderColor rounded
{colors.canvas} {colors.ink} {colors.hairline} {rounded.full}
backgroundColor textColor typography rounded padding
{colors.canvas} {colors.ink} {typography.body-md} {rounded.md} {spacing.lg}
backgroundColor textColor typography rounded padding
{colors.canvas} {colors.ink} {typography.body-md} {rounded.lg} {spacing.xl}
backgroundColor textColor typography rounded padding
{colors.canvas-soft} {colors.ink} {typography.body-md} {rounded.md} {spacing.lg}
backgroundColor textColor typography rounded padding
{colors.canvas} {colors.ink} {typography.body-md} {rounded.md} {spacing.md}
backgroundColor textColor typography rounded padding
{colors.primary} {colors.on-primary} {typography.code} {rounded.md} {spacing.lg}
backgroundColor textColor borderColor typography rounded padding height
{colors.canvas} {colors.ink} {colors.hairline} {typography.body-sm} {rounded.sm} 0px {spacing.sm} 40px
backgroundColor textColor borderColor typography rounded padding height
{colors.canvas} {colors.ink} {colors.hairline} {typography.body-sm} {rounded.sm} 0px {spacing.sm} 32px
backgroundColor textColor borderColor typography rounded padding height
{colors.canvas} {colors.ink} {colors.hairline} {typography.body-md} {rounded.sm} 0px {spacing.sm} 48px
backgroundColor textColor typography rounded padding
{colors.canvas-soft} {colors.body} {typography.caption} {rounded.full} 0px {spacing.xs}
backgroundColor textColor typography rounded padding
{colors.canvas} {colors.ink} {typography.body-md} {rounded.lg} {spacing.xl}
backgroundColor textColor typography rounded padding
{colors.primary} {colors.on-primary} {typography.body-md} {rounded.lg} {spacing.xl}
backgroundColor textColor typography padding
{colors.canvas} {colors.body} {typography.body-sm} {spacing.lg} {spacing.xl}
backgroundColor textColor typography padding
{colors.canvas} {colors.ink} {typography.display-xl} {spacing.4xl} {spacing.lg}
backgroundColor textColor typography padding
{colors.canvas} {colors.ink} {typography.display-lg} {spacing.5xl} {spacing.lg}
backgroundColor textColor typography padding
{colors.canvas-soft} {colors.ink} {typography.display-lg} {spacing.5xl} {spacing.lg}
backgroundColor textColor typography padding
{colors.primary} {colors.on-primary} {typography.display-lg} {spacing.5xl} {spacing.lg}
backgroundColor textColor typography padding
{colors.canvas} {colors.body} {typography.body-sm} {spacing.4xl} {spacing.lg}
textColor typography
{colors.link} {typography.body-md}
backgroundColor textColor typography rounded padding
{colors.canvas-soft} {colors.body} {typography.body-sm} {rounded.full} {spacing.xs} {spacing.sm}
description backgroundColor textColor borderColor rounded padding
Default tier card. Mirrors pricing-card chrome on canvas-soft surface with a hairline border. {colors.canvas-soft} {colors.ink} {colors.hairline} {rounded.lg} {spacing.xl}
description backgroundColor textColor rounded padding
Featured tier — polarity-flipped to ink primary with white text and white CTA. {colors.ink} {colors.on-primary} {rounded.lg} {spacing.xl}
description backgroundColor rounded padding
What's Included summary card — repurposed for the brand's GPU / inference / Pro feature tiers. {colors.canvas-soft} {rounded.md} {spacing.lg}
description backgroundColor rounded padding item-divider
Subscription summary — line items per add-on (NOT a literal e-commerce cart). {colors.canvas} {rounded.md} {spacing.lg} {colors.hairline}
description backgroundColor activeIndicator rounded padding
Sidebar nav row. Active state uses brand primary as a left-edge indicator bar. {colors.canvas} {colors.primary} {rounded.sm} {spacing.xs} {spacing.sm}
description headerBackground headerTypography bodyTypography cellPadding rowBorder
Mirrors the brand's table chrome. Header uses caption-mono uppercase mono; body uses body-sm. {colors.canvas-soft} {typography.caption-mono} {typography.body-sm} {spacing.xs} {spacing.sm} {colors.hairline}
description backgroundColor rounded padding
Sign-in / sign-up card. Mirrors card-marketing-large chrome with form-input primitives inside. {colors.canvas-soft} {rounded.lg} {spacing.xl}
description backgroundColor rounded padding
Modal dialog surface — same chrome as card-marketing-large with Level 5 modal shadow. {colors.canvas} {rounded.lg} {spacing.xl}
description backgroundColor rounded padding captionTypography
Empty-state illustration frame. Generous padding on canvas-soft. {colors.canvas-soft} {rounded.lg} {spacing.3xl} {typography.body-md}
description backgroundColor rounded padding typography
Toast notification surface — flat-cornered card-marketing chrome with Level 4 shadow. {colors.canvas} {rounded.md} {spacing.sm} {spacing.md} {typography.body-sm}

Overview

Vercel is a developer-platform brand — the page is a deployment dashboard's marketing surface, written for engineers who already know the syntax. It earns that posture with one of the cleanest stark systems on the web: near-white {colors.canvas-soft} body background, ink-near-black {colors.ink} text, a 200-step gray scale that gives every divider, border, and disabled state its own deliberate step. The only place the brand introduces colour at marketing scale is the multi-stop mesh gradient ({colors.gradient-develop-start} → {colors.gradient-preview-end} → {colors.gradient-ship-start} → cyan / magenta / amber) that floats in atmospheric backdrops, never miniaturised to a swatch. That gradient is the entire decoration system.

Type is the second decisive voice. The brand's own custom geometric sans (Geist) carries display, body, button — everything narrative — at weight 600 for display, 500 for buttons, 400 for body. A matching monospaced face (Geist Mono) carries technical labels: terminal mockups, code blocks, sometimes filename captions. Headlines are sentence-case with aggressive negative letter-spacing (-2.4px at 48 px hero) — the brand never letter-spaces positively, never goes uppercase outside of mono labels.

Surfaces use a four-step ladder: {colors.canvas} (pure white for cards), {colors.canvas-soft} 98% (the page body), {colors.canvas-soft-2} 95% (occasional inset region), {colors.primary} (the deep ink-near-black used as the polarity-flipped band when a section needs the dark mode treatment). Shadows are exceptionally subtle — every elevated card carries a stacked shadow built from 0px 1px 1px #00000005 + 0px 2px 2px #0000000a + an inset border. Cards never float on heavy drop-shadow; they sit on the page held by hairline + soft glow.

Key Characteristics:

  • A single black-ink primary CTA {colors.primary} carries every conversion target, paired with white-on-white button-secondary for the secondary action. The brand uses 100 px pill shape for marketing CTAs and a tight 6 px square shape for in-app nav buttons.
  • A multi-stop mesh gradient (cyan-blue-magenta-amber) is the only decorative chrome — used at hero scale and inside feature-band atmospheric backdrops. It is the brand.
  • Every section eyebrow and small label uses the monospace face {typography.caption-mono} or {typography.code}; everything else is in the geometric sans.
  • Subtle stacked-shadow elevation — three offsets layered with 4-12 % black opacity — never a single heavy drop-shadow.
  • A complete 100–1000 gray + blue + red + amber + green + teal + purple + pink colour scale exists as a system token set, but the marketing surface uses only the 100, 1000, and 700-level tones; the rest stay in the design-system tokens for in-product surfaces.
  • An "Active CPU" pricing rhythm: pricing-card lays out 3-up on the pricing page with pricing-card-featured (Pro tier) polarity-flipped to {colors.primary} against white-card siblings.

Colors

Brand & Accent

  • Ink ({colors.primary} — #171717): The single primary CTA color. Black-near-pure ink that carries every Sign Up pill, every footer CTA, the dark-band polarity-flip. Used as text color throughout the page on light surfaces. (Resolved from --ds-gray-1000.)
  • Cyan ({colors.cyan} — #50e3c2): A signature mint-cyan used in the brand gradient and inside Geist-system spotlight tokens. Visible inside the hero gradient stops.
  • Highlight Pink ({colors.highlight-pink} — #ff0080): The brand's highlight magenta, used as the high-saturation stop in the preview-gradient pair.
  • Violet ({colors.violet} — #7928ca): The deep purple used as the start of the preview-gradient and inside developer-console highlights.
  • Link Blue ({colors.link} — #0070f3): The brand's primary link color and the legacy --geist-success semantic.

Surface

  • Canvas ({colors.canvas} — #ffffff): The pure-white card / dialog / modal surface.
  • Canvas Soft ({colors.canvas-soft} — #fafafa): The default page background — 98 % white. Almost every section sits on this tone.
  • Canvas Soft 2 ({colors.canvas-soft-2} — #f5f5f5): A slightly deeper inset surface for "code editor inner background", template-card hover states, and dropdown menus.
  • Hairline ({colors.hairline} — #ebebeb): 1 px dividers — table rows, card borders, input borders.
  • Hairline Strong ({colors.hairline-strong} — #a1a1a1): The 500-level gray, used as the slightly-stronger divider on light bands and as the deemphasised text color.

Text

  • Ink ({colors.ink} — #171717): Every heading and body paragraph on light surfaces.
  • Body ({colors.body} — #4d4d4d): Secondary text — sub-headings, body captions, nav-link inactive text, footer column body.
  • Mute ({colors.mute} — #888888): Lowest-priority text — placeholder text, fine print, low-key labels.
  • On Primary ({colors.on-primary} — #ffffff): All text on {colors.primary} surfaces.

Semantic

  • Success / Link ({colors.success} — #0070f3): The brand's legacy success indicator doubles as the primary link color. Visible underline-on-hover for inline body links.
  • Link Deep ({colors.link-deep} — #0761d1): The pressed / visited tone for inline links.
  • Link Bg Soft ({colors.link-bg-soft} — #d3e5ff): Soft pastel blue fill for "what's new" pill banners and informational badges.
  • Error ({colors.error} — #ee0000): Validation red for destructive actions and form errors.
  • Error Soft ({colors.error-soft} — #f7d4d6): Soft pastel red for destructive-state backgrounds.
  • Error Deep ({colors.error-deep} — #c50000): Pressed / deep destructive state.
  • Warning ({colors.warning} — #f5a623): Caution / pending status indicator.
  • Warning Soft ({colors.warning-soft} — #ffefcf) / Warning Deep ({colors.warning-deep} — #ab570a): Background + pressed variants.

Brand Gradient

The brand's signature decoration is a three-pair gradient stack:

  • Develop ({colors.gradient-develop-start} #007cf0 → {colors.gradient-develop-end} #00dfd8) — the blue-to-teal pair used to mark the "deploy" / "develop" rhythm.
  • Preview ({colors.gradient-preview-start} #7928ca → {colors.gradient-preview-end} #ff0080) — the violet-to-pink pair used for "preview" surfaces.
  • Ship ({colors.gradient-ship-start} #ff4d4d → {colors.gradient-ship-end} #f9cb28) — the coral-to-amber pair used for "ship" surfaces.

The three pairs collapse into a single multi-color mesh gradient when used as the hero atmospheric backdrop. Treat the gradient as one unified object — do not crop down to a single colour, do not reorder the stops, and do not miniaturise. Used at hero scale only.

Typography

Font Family

Two custom faces carry the entire system:

  1. A custom geometric sans (extracted as Geist) for every display, body, button, link, and label. Weights 400 / 500 / 600 are the working set; the face never appears in 700 or heavier. Display sizes are tracked aggressively negative (-2.4 px at 48 px hero, -1.28 px at 32 px section); body stays at neutral or slightly-negative tracking.
  2. A custom monospaced face (extracted as Geist Mono) for terminal mockups, code blocks, and small mono-caption labels — anything that wants to signal "technical." Weight 400 only at 12 – 13 px. Tracking neutral.

A condensed display sans (Space Grotesk) is loaded as a third face for occasional editorial moments but does not render as the primary face anywhere in the captured surfaces.

Hierarchy

Token Size Weight Line Height Letter Spacing Use
{typography.display-xl} 48px 600 48px -2.4px Hero headline ("Build and deploy on the AI Cloud.").
{typography.display-lg} 32px 600 40px -1.28px Section headlines ("Your frontend, delivered.", "A compute model for all workloads.").
{typography.display-md} 24px 600 32px -0.96px Card-cluster headlines, pricing-tier names.
{typography.display-sm} 20px 600 28px -0.6px Inline display micro-headings.
{typography.body-lg} 18px 400 28px 0 Lead paragraphs under section headlines.
{typography.body-md} 16px 400 24px 0 Default body paragraph.
{typography.body-md-strong} 16px 500 24px 0 Bolded inline body.
{typography.body-sm} 14px 400 20px -0.28px Secondary body, nav-link text, button-md labels.
{typography.body-sm-strong} 14px 500 20px -0.28px Nav CTA labels, table-row emphasis.
{typography.caption} 12px 400 16px 0 Footer secondary lines, badge labels.
{typography.caption-mono} 12px 400 16px 0 Section eyebrows and label captions that want a technical voice.
{typography.code} 13px 400 20px 0 Inline code, terminal mockups, command snippets.
{typography.button-md} 14px 500 20px 0 Small / nav-scale button labels.
{typography.button-lg} 16px 500 24px 0 Marketing-scale pill button labels.

Principles

  • Negative tracking is part of the voice. Display sizes use aggressive -2.4 to -0.6 px tracking. Reverting to default tracking breaks the brand.
  • Sentence-case headlines, period-terminated. Headlines like "Build and deploy on the AI Cloud." end with a deliberate period — that punctuation is part of the brand's voice.
  • Mono for the technical layer only. Section eyebrows, code blocks, terminal mockups. Body paragraphs never set in mono.
  • Weight 600 is the display ceiling. The geometric sans never appears at 700 / 800. The brand reads as a calmer system because of this.

Note on Font Substitutes

The two primary faces are proprietary (custom-cut for the brand). Open-source substitutes:

  • Geometric sans — Inter (400 / 500 / 600) is the closest stylistic match; font-feature-settings: "ss01", "ss02" enables the geometric alternates. Satoshi is a passable second choice.
  • Monospace — JetBrains Mono (400) at 12 – 13 px matches the technical voice. IBM Plex Mono is the second-best option.

Layout

Spacing System

  • Base unit: 4 px. The brand's --geist-space token is exactly 4 px and every captured value is a multiple of 4.
  • Tokens: {spacing.xxs} 4 px · {spacing.xs} 8 px · {spacing.sm} 12 px · {spacing.md} 16 px · {spacing.lg} 24 px · {spacing.xl} 32 px · {spacing.2xl} 40 px · {spacing.3xl} 48 px · {spacing.4xl} 64 px · {spacing.5xl} 96 px · {spacing.6xl} 128 px · {spacing.section} 192 px.
  • Section padding: marketing bands use {spacing.4xl} to {spacing.5xl} top/bottom. Hero bands stretch to {spacing.section} to give the mesh gradient room to breathe.
  • Card interior padding: marketing cards sit at {spacing.lg} to {spacing.xl}; template-grid cards stay tighter at {spacing.md} because they sit in a denser grid.
  • Inline gap: button rows, nav rows, and chip rows use {spacing.sm} to {spacing.md} between siblings. The brand's --geist-gap is exactly 24 px.

Grid & Container

  • Max width: ~1400 px (--ds-page-width); the legacy --geist-page-width is 1200 px and still appears on some marketing surfaces. Content centres with horizontal gutters of {spacing.lg} 24 px on desktop, {spacing.md} 16 px on mobile.
  • Column patterns:
    • Three-feature row: 3-up at desktop, 1-up at mobile (rows like "Web Apps / Composable Commerce / Multi-tenant Platforms").
    • Tab pill row: 5-up centred row of tab-ghost pills.
    • Template-grid cluster: 5-up at desktop, scaling to 1-up at mobile.
    • Pricing tier grid: 3-up at desktop with the middle tier polarity-flipped.
    • Logo strip: ~5 logos wide, single row.

Whitespace Philosophy

The mesh gradient does most of the heavy decorative lifting; whitespace separates the bands. Section spacing is generous — {spacing.4xl} to {spacing.5xl} between bands lets the gradient breathe. Inside a card, the headline/paragraph stack is tight ({spacing.xs} 8 px gap), then a wider gap before the CTA cluster. The page reads as engineered — large gaps + tight interior, never the other way around.

Responsive Strategy

Breakpoints

Name Width Key Changes
Mobile < 600px Hero stacks; nav collapses to hamburger; 3-up feature grids drop to 1-up; tab pill row enables horizontal scroll.
Tablet 600–959px 3-up grids drop to 2-up; nav still horizontal.
Desktop 960–1199px Full 3-up grids; pricing 3-up.
Wide 1200–1399px Container caps at 1400 px content width.
Ultra-wide ≥ 1400px Content stays centred at 1400 px; bands stretch edge-to-edge in colour but content holds the max-width.

Touch Targets

The button-primary pill renders at ~32 px tall in nav and ~48 px tall in marketing contexts. Marketing CTAs comfortably meet WCAG AAA at all breakpoints; nav buttons inflate touch area through {spacing.xs} padding on mobile to meet the 44 × 44 px floor.

Collapsing Strategy

  • Nav: full link row + Ask AI / Log In / Sign Up pills at desktop. Collapses to logo + hamburger at mobile with the menu opening as a full-overlay.
  • Hero: mesh gradient stays centred; headline + body stack vertically at all breakpoints (the brand doesn't use a split-hero pattern).
  • Three-feature row: 3-up → 2-up → 1-up at the breakpoints above; cards keep their {rounded.md} 8 px shape across all viewports.
  • Pricing card grid: 3-up at desktop, vertical stack at mobile with pricing-card-featured always sitting in the middle.
  • Template grid: 5-up → 3-up → 2-up → 1-up. Each template-card keeps its 16:9 aspect on the image.

Image Behavior

  • Mesh gradient: rendered as inline SVG or canvas-painted gradient; scales fluidly with the hero container; never crops, never tiles.
  • Customer logos: rendered as monochrome SVGs in the logo strip; consistent 24 px height.
  • Code editor mockup: dark {colors.primary} rectangle with mono text rendered inside; treated as an image at the layout level.
  • Template thumbnails: 16:9 landscape inside {rounded.md} card chrome; lazy-loaded; consistent grayscale palette in the placeholder state.

Elevation & Depth

Level Treatment Use
Level 0 — Flat No shadow, no border. Full-bleed hero bands and the polarity-flipped dark sections.
Level 1 — Inset Hairline 0 0 0 1px #00000014 inset 1 px border. Default card chrome — the brand's universal "you can see this card" cue.
Level 2 — Subtle Drop 0px 1px 1px #00000005, 0px 2px 2px #0000000a plus inset hairline. Slightly elevated cards (template-grid, marketing-card).
Level 3 — Soft Stack 0px 2px 2px #0000000a, 0px 8px 8px -8px #0000000a plus inset hairline. The "medium" elevation — feature-grid cards.
Level 4 — Float Stack 0px 2px 2px #0000000a, 0px 8px 16px -4px #0000000a plus inset hairline. "Large" elevation — pricing cards, callout panels.
Level 5 — Modal 0px 1px 1px #00000005, 0px 8px 16px -4px #0000000a, 0px 24px 32px -8px #0000000f plus inset hairline. Modal / dialog surfaces and dropdown menus.

The brand uses STACKED shadows — multiple small offsets layered to fake natural light — never a single 8-px-blur generic drop. Inset hairline rings are always added so the card edge stays crisp.

Decorative Depth

  • Mesh gradient as atmospheric depth: the hero's multi-stop gradient is the brand's only "atmospheric" effect — applied as a flat 2-D backdrop rather than a 3-D illustration.
  • Polarity-flipped dark band as section-depth: switching the surface from {colors.canvas-soft} to {colors.primary} (the deep ink) is the brand's chief depth cue between bands.
  • Inset-shadow + drop-shadow combo: the cards' combination of an inset 1 px ring and a multi-stop drop produces a "card sits on the page" effect without ever feeling material-heavy.

Shapes

Border Radius Scale

Token Value Use
{rounded.none} 0px Full-bleed hero / footer bands.
{rounded.xs} 4px Tightest inline pill — the nav-cta-signup 6-px-radius button (mapped to xs/sm).
{rounded.sm} 6px The brand's --geist-radius token — base UI radius for in-app buttons, form inputs, dropdown menus.
{rounded.md} 8px The brand's --geist-marketing-radius token — feature cards, template cards.
{rounded.lg} 12px Slightly larger card chrome (pricing-card variants).
{rounded.xl} 16px Largest card chrome — when a card hosts a hero image cap.
{rounded.pill-sm} 64px Tab-ghost pills inside the "AI Apps / Web Apps / Ecommerce / Marketing / Platforms" row.
{rounded.pill} 100px The marketing CTA pill — button-primary, button-secondary, "Start Deploying" pill.
{rounded.full} 9999px Icon-button circular containers, nav-link ghost pills.

Photography Geometry

  • Mesh gradient: full-bleed 2-D atmospheric backdrop, never cropped to a frame; treated as the page's wallpaper.
  • Customer logos: monochrome SVG, consistent 24 px height in a flex row.
  • Code editor mockup: 16:10 dark rectangle, {rounded.md} corners.
  • Template thumbnails: 16:9 landscape inside {rounded.md} chrome.
  • Showcase imagery: 2:1 or 16:9 inside {rounded.lg} to {rounded.xl} chrome with a stacked shadow.

Components

Buttons

button-primary — the canonical 100-px-radius black pill, marketing scale.

  • Background {colors.primary}, text {colors.on-primary}, label set in {typography.button-lg}, padding 0px {spacing.sm} 12 px, shape {rounded.pill} 100 px. Renders ~48 px tall when paired with the marketing flex layout.

button-secondary — the white pill paired with the black primary inside marketing bands.

  • Background {colors.canvas}, text {colors.ink}, same typography + padding as button-primary, shape {rounded.pill}.

button-primary-sm — the smaller-scale primary pill used inside nav and pricing-card CTAs.

  • Background {colors.primary}, text {colors.on-primary}, label set in {typography.button-md} (14 px / 500), shape {rounded.pill}.

button-secondary-sm — the smaller-scale white pill paired with button-primary-sm.

  • Background {colors.canvas}, text {colors.ink}, same typography + shape as button-primary-sm.

tab-ghost — the centred-row tab pill ("AI Apps / Web Apps / Ecommerce / Marketing / Platforms").

  • Background {colors.canvas}, text {colors.ink}, label set in {typography.body-sm}, padding 0px {spacing.md}, shape {rounded.pill-sm} 64 px.

icon-button-circular — the circular icon container (often a "?" or arrow inside).

  • Background {colors.canvas}, dark icon, 1 px solid hairline border, shape {rounded.full}.

Nav CTAs:

nav-cta-signup — the small black "Sign Up" button in the nav row.

  • Background {colors.primary}, text {colors.on-primary}, label {typography.body-sm-strong}, padding 0px {spacing.xs}, height 28 px, shape {rounded.sm} 6 px (the brand's --geist-radius).

nav-cta-login — the white "Log In" button in the nav.

  • Background {colors.canvas}, text {colors.ink}, same typography / height / shape as nav-cta-signup.

nav-cta-ask-ai — the small "Ask AI" button with a faint border.

  • Background {colors.canvas}, text {colors.ink}, 1 px solid {colors.hairline} border (extracted as 0px solid rgb(235, 235, 235)), same typography / height / shape.

Cards & Containers

card-marketing — the canonical marketing feature card (3-up section cards).

  • Background {colors.canvas}, text {colors.ink}, padding {spacing.lg} 24 px, shape {rounded.md} 8 px (the --geist-marketing-radius). Carries Level 3 soft-stack shadow.

card-marketing-large — the larger marketing card used for "compute model" / "AI Gateway" callouts.

  • Background {colors.canvas}, text {colors.ink}, padding {spacing.xl}, shape {rounded.lg} 12 px. Carries Level 4 float-stack shadow.

card-soft — the soft-tinted card used inside cluster groups (lighter than canvas-soft).

  • Background {colors.canvas-soft}, text {colors.ink}, padding {spacing.lg}, shape {rounded.md}.

template-card — the deploy-template card in the "Deploy your first app" grid.

  • Background {colors.canvas}, text {colors.ink}, padding {spacing.md} 16 px, shape {rounded.md} 8 px. Hosts a 16:9 thumbnail at the top.

code-editor-mockup — the dark code-preview surface inside marketing bands.

  • Background {colors.primary}, text {colors.on-primary}, body in {typography.code} (13 px / Geist Mono), padding {spacing.lg} 24 px, shape {rounded.md} 8 px.

pricing-card — the default pricing-tier card.

  • Background {colors.canvas}, text {colors.ink}, padding {spacing.xl} 32 px, shape {rounded.lg} 12 px. Inside: tier name in {typography.display-md}, price in {typography.display-xl}, feature list in {typography.body-md} rows, CTA at the bottom.

pricing-card-featured — the polarity-flipped "Pro" tier card.

  • Background {colors.primary}, text {colors.on-primary}, same shape + padding as pricing-card. CTA inverts to button-secondary-sm (white pill on black card).

Inputs & Forms

form-input — the canonical text input.

  • Background {colors.canvas}, text {colors.ink}, 1 px solid {colors.hairline} border, body in {typography.body-sm} (14 px), padding 0px {spacing.sm}, height 40 px (the brand's --geist-form-height), shape {rounded.sm} 6 px.

form-input-sm — small-height variant (32 px tall) for tight forms.

  • Same as form-input but height 32 px (the --geist-form-small-height).

form-input-lg — large-height variant (48 px tall) for hero CTAs.

  • Same as form-input but height 48 px (the --geist-form-large-height); body in {typography.body-md} 16 px.

Navigation

nav-bar — the sticky top nav.

  • Background {colors.canvas}, text {colors.ink}, height 64 px (the brand's --header-height), padding {spacing.sm} {spacing.lg}. Layout: logo left, link row centre, "Ask AI / Log In / Sign Up" cluster right.

nav-link — the centred link row inside nav-bar.

  • Text {colors.body}, set in {typography.body-sm}, padding {spacing.xs} {spacing.sm}, shape {rounded.full} (ghost pill — visible only on hover or active, but the radius is documented).

footer — the bottom 4-column nav.

  • Background {colors.canvas}, text {colors.body}, padding {spacing.4xl} {spacing.lg}. Eyebrow column labels in {typography.caption-mono} (uppercase mono effect); link rows in {typography.body-sm}.

Signature Components

hero-band — the white hero with the mesh gradient backdrop.

  • Background {colors.canvas} (or {colors.canvas-soft} on some surfaces), text {colors.ink}, padding {spacing.4xl} {spacing.lg}. Inside: a small mono badge above the headline, the headline in {typography.display-xl} (sentence-case, period-terminated), a body lead in {typography.body-lg}, then a CTA row with button-primary + button-secondary. The mesh gradient sits behind, scaled to occupy roughly the top half of the band.

feature-mesh-band — the secondary section that hosts a mesh-gradient atmospheric backdrop with feature copy on top.

  • Background {colors.canvas}, text {colors.ink}, padding {spacing.5xl} {spacing.lg}. Section headline in {typography.display-lg}; supporting body in {typography.body-md}.

showcase-band-light — a soft-canvas section ("Deploy your first app in seconds").

  • Background {colors.canvas-soft}, text {colors.ink}, padding {spacing.5xl} {spacing.lg}.

showcase-band-dark — the polarity-flipped dark band ("A compute model for all workloads").

  • Background {colors.primary}, text {colors.on-primary}, padding {spacing.5xl} {spacing.lg}. Section headline in {typography.display-lg} (white on black). Often contains a code-editor-mockup flush with the band.

logo-strip — the customer-logo wrapping row near the top of the page.

  • Background {colors.canvas}, text {colors.body}, padding {spacing.lg} {spacing.xl}. Logos rendered as monochrome SVGs at consistent height.

badge-secondary — the small inline metadata pill ("New", "Beta", "Live").

  • Background {colors.canvas-soft}, text {colors.body}, body in {typography.caption}, padding 0px {spacing.xs}, shape {rounded.full}.

banner-marketing — the "Introducing X" announcement pill at the top of pages.

  • Background {colors.canvas-soft}, text {colors.body}, body in {typography.body-sm}, padding {spacing.xs} {spacing.sm}, shape {rounded.full}.

link-inline — body-copy inline links.

  • Text {colors.link} (#0070f3), body in {typography.body-md}, underlined.

Examples (illustrative)

Auto-derived kit-mirror demonstration surfaces (scripts/derive-examples-block.mjs). Each ex-* entry references brand-native primitives so downstream consumers (/preview-design, /generate-kit) re-skin the same 10 surfaces consistently. TO_FILL markers indicate missing primitives — resolve in the LLM judgment pass.

ex-pricing-tier — Default Pricing tier card. Re-uses feature-card chrome with brand canvas-soft surface.

  • Properties: backgroundColor, textColor, borderColor, rounded, padding

ex-pricing-tier-featured — Featured/highlighted tier — polarity-flipped surface (dark fill + light text in light mode, light fill + dark text in dark mode).

  • Properties: backgroundColor, textColor, rounded, padding

ex-product-selector — What's Included summary card — re-purposed for SaaS / B2B verticals (NOT a literal product gallery).

  • Properties: backgroundColor, rounded, padding

ex-cart-drawer — Subscription summary — re-purposed for SaaS / B2B (line items per add-on, not literal cart).

  • Properties: backgroundColor, rounded, padding, item-divider

ex-app-shell-row — Sidebar nav row inside the App Shell example. Active state uses brand primary as the indicator.

  • Properties: backgroundColor, activeIndicator, rounded, padding

ex-data-table-cell — Default data-table th + td chrome. Header uses mono-caps eyebrow typography; body uses body-sm.

  • Properties: headerBackground, headerTypography, bodyTypography, cellPadding, rowBorder

ex-auth-form-card — Sign-in / sign-up card. Re-uses feature-card chrome with text-input primitives inside.

  • Properties: backgroundColor, rounded, padding

ex-modal-card — Modal dialog surface — same chrome as feature-card with elevated shadow.

  • Properties: backgroundColor, rounded, padding

ex-empty-state-card — Empty-state illustration frame.

  • Properties: backgroundColor, rounded, padding, captionTypography

ex-toast — Toast notification surface — feature-card shape + medium shadow.

  • Properties: backgroundColor, rounded, padding, typography

Do's and Don'ts

Do

  • Reserve {colors.primary} (#171717) for primary CTAs across the page. Black ink IS the conversion target.
  • Use {rounded.pill} 100 px for every marketing-scale CTA and {rounded.sm} 6 px for nav-scale buttons. The two pill scales coexist deliberately.
  • Set every headline in {typography.display-*} weight 600, sentence-case, often period-terminated. Aggressive negative tracking is part of the voice.
  • Use the brand mesh gradient as atmospheric decoration at hero scale only — never miniaturise it to an icon, never reduce to a single colour.
  • Layer stacked shadows (multiple small offsets with inset hairline) rather than single heavy drops. The brand's elevation is calmer than Material.
  • Cycle page surfaces in {colors.canvas-soft} → {colors.canvas} → {colors.primary} polarity-flipped bands; the dark band IS the depth cue.
  • Set every code block and technical eyebrow in {typography.code} / {typography.caption-mono}. Mono is the voice of the platform.

Don't

  • Don't introduce a sixth accent colour. The brand operates with ink + gray + the four-pair gradient palette; new accents flatten the voice.
  • Don't render headlines in all-caps. Sentence-case + negative tracking is non-negotiable.
  • Don't drop a single heavy drop-shadow on cards. The brand's elevation is built from stacked small offsets + inset hairline rings.
  • Don't render the brand gradient at icon scale or in a single-colour reduced form. The gradient lives at hero scale only.
  • Don't promote the geometric sans to weight 700. The brand's display ceiling is 600.
  • Don't pair the marketing 100-px pill CTA shape with the 6-px nav radius on the same screen — pick a scale and stay there.
  • Don't set body paragraphs in the mono face. The mono is for code + technical labels only.