Typeform DESIGN.md

Overview

Visual Theme & Atmosphere

Typeform makes forms and surveys that ask one question at a time. Founded in 2012, it is operated by TYPEFORM, S.L., at Via Augusta 29–31 in Barcelona, and describes itself today as a remote-first company with more than 250 people.

Its brand page puts the idea in a line: Typeform "inspires businesses to break the norm of forms". The voice is "bold, authentic, and witty — never grandiose, haughty, or cheap with our humor". The logo is "a blinking cursor side-by-side with a form", set in Aperçu Pro Regular. And the colours are deliberately plain: "Typeform is the blank canvas on which businesses can add their own colors… Our default colors reflect this: Paper (white) and Ink (black)."

The site follows that literally — Paper #faf9fb and Ink #2a222b, a warm near-black with a touch of plum — with lavender and orchid reserved for highlights. Headlines are set in Tobias, a serif; everything else in TWK Lausanne.

What makes it worth reading:

• Two named colours. Paper and Ink do almost all the work; the palette's other hues are accents.
• Hover as a step along the neutral ramp. Paper buttons go to neutral-100 #eeecee; Ink buttons to neutral-800 #564b58.
• Tokens built in Webflow. The variables are Webflow's own exports — primitive collections (--_colour-primitives---…) aliased by role tokens (--tokens--button--primary-bg-idle).

Primary tasks

• Start building a form; browse templates.
• Sign up or log in; compare pricing.

Brand Narrative

Typeform set out to make forms something people enjoy, and its brand keeps itself out of the way so customers' colours can come through: a cursor, a form, Paper and Ink. The site is the demonstration — warm off-white, plum-tinted black, a serif for headlines, and lavender only where something should stand out.

Principles

• A blank canvas. Paper and Ink, so the customer's brand leads.
• One question at a time. Calm, uncluttered layouts.
• Bold, authentic, witty. A serif headline with a sense of humour.

Personas

Not researched. No persona claim is made from a UI capture.

Colors

Measured with getComputedStyle on typeform.com: about 250 root variables, all Typeform's — about 220 primitive entries (colour, typography, size and spacing collections), 30 --tokens--* roles and 4 --tag--* component values.

Paper and Ink

• Primary (#2a222b) — Ink; --tokens--button--primary-bg-idle, neutral-1000.
• Foreground (#2a222b) — --tokens--text-colour--text-colour-primary.
• Canvas (#faf9fb) — Paper; --tokens--surfaces--background-idle, neutral-25.
• Ink hover (#564b58) — --tokens--button--primary-bg-hover, neutral-800.
• Surface active (#eeecee) — --tokens--surfaces--foreground-active, --tokens--button--secondary-bg-hover.
• Surface hover (#f5f3f6) — --tokens--surfaces--background-hover.
• Text secondary (#655d67) · Border (#e5e1e5) · neutral-500 #a49da6 · White #ffffff (--tokens--surfaces--foreground-idle).

Lavender and orchid

Highlight #9454ab (--tokens--text-colour--text-colour-highlight) · Eyebrow #a25fba (also the tertiary button hover) · lavender-300 #ddd6fa · lavender-500 #a494eb · lavender-700 #7761b3 · lavender-900 #42377b.

Typography

Font family

Tobias (400) for display headings and TWK Lausanne (350, 400, 500, 600) for body and interface — both loaded (document.fonts) and served from the site's own CDN; body computes to "Twklausanne 400", Arial, sans-serif. The brand's logotype face, Aperçu Pro Regular, is declared but did not load on the pages measured — the brand page names it for the logo. Inter also loads and drives none of the measured elements.

Scale

Buttons are 16px at 400 — the interface stays regular weight.

Layout

• Paper sections with Ink type; dark heroes invert to Paper on Ink.
• Generous corner radii on cards (24px and up).

Responsive Behavior

Not measured. Desktop 1440×1000 only.

Elevation & Depth

Flat: every measured control has no shadow, and the only shadow variable is --tag--shadow-colour: transparent.

Motion & Easing

Not measured.

Tier 1 sources: https://www.typeform.com/ (live homepage — about 250 root variables read via getComputedStyle; Tobias and TWK Lausanne loaded; three components measured at rest, hover, pressed and focus, captured 2026-09-26); https://www.typeform.com/brand/ (Typeform Brand — Voice, Logo, Color: Paper and Ink, Aperçu Pro Regular, read 2026-09-26); https://www.typeform.com/zz-this-does-not-exist-9182 (nonsense-path control — HTTP 404 "Page Error", read 2026-09-26); https://www.typeform.com/about-us/ (About us — "Founded in 2012 … remote-first … over 250 employees", read 2026-09-26); https://www.typeform.com/legal/privacy-policy (Privacy Policy — TYPEFORM, S.L., Via Augusta 29–31, 08006 Barcelona, read 2026-09-26)

Components

Measured on the home page, focus read under a real Tab key, and a hover counted only when :hover matched; background-image, text-decoration and pseudo-elements were compared too.

• Light button — Get started: #faf9fb, Ink label, 12px radius, 48px, 8px 24px, 16px/400. Hover and press #eeecee. Focus is the browser's auto ring. Sign up is a 40px version.
• Dark button — Explore forms: #2a222b, Paper label, same shape. Hover and press #564b58.
• Log in — Paper text on the dark hero; hover and press turn it lavender #ddb7f0.

Radius

--_size-and-spacing---tokens--corner-radius--xs .25rem · sm .75rem (buttons, 12px) · md 1.5rem · lg 3rem · xl 5rem · full 1000rem.

States

Hover and press: Paper buttons to #eeecee, Ink buttons to #564b58, the Log in link to lavender. Focus: the browser's ring. No disabled state was observed.

Do's and Don'ts

Do

• Build with Paper #faf9fb and Ink #2a222b; add colour only as a highlight.
• Step hover along the neutral ramp: #eeecee on Paper, #564b58 on Ink.
• Set headlines in Tobias and everything else in TWK Lausanne at regular weight.

Don't

• Don't use pure black or white where Ink and Paper are meant.
• Don't set interface text in the logo face, Aperçu Pro.
• Don't add drop shadows.

Voice & Tone

The brand page defines it: "bold, authentic, and witty — never grandiose, haughty, or cheap with our humor." Copy on the site was not audited against it.

Agent Prompt Guide

Quick Color Reference

#2a222b Ink · #faf9fb Paper · #564b58 Ink hover · #eeecee Paper hover · #655d67 secondary · #e5e1e5 border · #9454ab highlight · #a494eb lavender

Example Component Prompts

• "A 48px button, Ink #2a222b with a Paper #faf9fb 16px/400 TWK Lausanne label, 12px radius; hover #564b58."
• "A Paper #faf9fb section with a Tobias serif headline in Ink and a lavender #9454ab highlight."