Zapier DESIGN.md

Overview

Zapier is the original "connect your apps" workflow automation platform — and the marketing surface today reads as confidently-mature. The brand pairs a warm-cream canvas {colors.canvas} (#fffefb) with a deep coffee-ink {colors.ink} (#201515) and a single saturated orange {colors.primary} (#ff4f00) CTA. The warmth in the neutrals — slightly cream rather than pure white — is the brand's defining temperature signal.

Type carries the second voice. The proprietary Degular Display family carries hero displays at weight 500. The brand uses Inter for everything else — sub-displays, body, button, eyebrow. The two-face pairing reads as "the brand has its own typeface for the loud moments and uses the workhorse for the rest" — modest and unflashy.

Cards are universally {rounded.md} 12 px. Buttons share the same 12 px radius — not pills, not square. The brand sits between the friendly-rounded and the technical-square camps with a deliberate middle position.

Key Characteristics:

• A single primary CTA color {colors.primary} (#ff4f00) — saturated orange. The brand's conversion signature.
• Warm-cream canvas {colors.canvas} (#fffefb) — not pure white. The temperature IS the brand voice.
• Deep coffee ink {colors.ink} (#201515) — not pure black. Warmth carries through to text.
• Proprietary Degular Display for hero-scale, Inter for everything else. Two-face system.
• {rounded.md} 12 px for buttons and cards — the brand's middle-radius signature.
• A muted cream / coffee neutral ladder — {colors.canvas-soft} (#f8f4f0), {colors.mute} (#c5c0b1), {colors.body-mid} (#939084), {colors.body} (#605d52) — every neutral carries warmth, none are cool grey.

Colors

Brand & Accent

• Zapier Orange ({colors.primary} — #ff4f00): The single brand accent. Every primary CTA pill, every conversion target. The saturated orange IS the brand.

Surface

• Canvas ({colors.canvas} — #fffefb): Warm off-white page background.
• Canvas Soft ({colors.canvas-soft} — #f8f4f0): Cream-tinted soft surface for cards / inset regions.

Text

• Ink ({colors.ink} — #201515): Deep coffee — every heading and primary text.
• Ink Soft ({colors.ink-soft} — #2f2a26): Near-black with brown warmth.
• Ink Mid ({colors.ink-mid} — #36342e): Mid-emphasis text.
• Body ({colors.body} — #605d52): Default body text color.
• Body Mid ({colors.body-mid} — #939084): Secondary body / metadata.
• Mute ({colors.mute} — #c5c0b1): Lowest-priority text — fine print, low-emphasis captions.

Semantic

The brand doesn't surface a separate semantic palette on its marketing pages. Status / validation cues borrow from the ink + orange hierarchy.

Typography

Font Family

Two faces ladder the system:

1. Degular Display — proprietary geometric display sans used for hero headlines at weight 500. The brand's typographic signature.
2. Inter — used for sub-displays, body, links, buttons, and eyebrows. Weights 400 / 500 / 600 / 700 are present.

Hierarchy

Principles

• Degular Display 500 for hero, Inter for everything else. Strict role separation.
• Positive tracking on the Degular eyebrow — 1 px at 14 px is the brand's signature label style.
• Sentence-case headlines. The brand never uppercases display sizes.

Note on Font Substitutes

Degular Display is proprietary. Open-source substitutes:

• Display — Inter weight 500 at hero scale comes closest. Mona Sans weight 500 is a softer alternative.
• Sub-display + body — Inter is the brand's actual second face.

Layout

Spacing System

• Base unit: 4 px.
• Tokens: {spacing.xxs} 2 px · {spacing.xs} 4 px · {spacing.sm} 8 px · {spacing.md} 12 px · {spacing.lg} 16 px · {spacing.xl} 24 px · {spacing.2xl} 32 px · {spacing.3xl} 48 px · {spacing.4xl} 64 px.
• Section padding: bands use {spacing.4xl} 64 px top/bottom.
• Card interior: cards at {spacing.xl} 24 px.

Grid & Container

• Marketing container ~1280 px wide; centred with gutters.
• Hero: split at desktop (headline left, illustration right); stacked at mobile.
• Pricing tier grid: 3 / 4-up at desktop.

Responsive Strategy

Breakpoints

Touch Targets

Buttons render ~48 px tall (12 vertical padding + 27 line). WCAG AAA met.

Image Behavior

The brand uses illustrative SVGs of zaps / workflows + product screenshots inside {rounded.md} framed cards. Photography is rare.

Elevation & Depth

Shapes

Border Radius Scale

Components

Buttons

button-primary — the orange CTA.

• Background {colors.primary}, text {colors.on-primary} (warm white), label {typography.button-md}, padding {spacing.md} {spacing.xl}, shape {rounded.md} 12 px.

button-secondary — the dark coffee-ink CTA.

• Background {colors.ink}, text {colors.on-primary}, same typography / padding / shape.

button-tertiary — the outline CTA.

• Background {colors.canvas}, text {colors.ink}, 1 px solid {colors.ink} border, same typography / padding / shape.

button-text — text-only CTA used inside cards / nav.

• Background {colors.canvas}, text {colors.ink}, body in {typography.button-sm}, padding {spacing.sm} {spacing.lg}, shape {rounded.md}.

Cards & Containers

card-content — the default cream content card.

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

card-feature-cream — the cream feature card.

• Same chrome as card-content. Hosts headline + body + illustration.

card-feature-dark — the polarity-flipped dark coffee card.

• Background {colors.ink}, text {colors.on-primary}, padding {spacing.xl}, shape {rounded.md}.

pricing-card — the default pricing tier card.

• Background {colors.canvas}, text {colors.ink}, 1 px solid {colors.ink} border, padding {spacing.xl}, shape {rounded.md}.

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

• Background {colors.ink}, text {colors.on-primary}, same shape / padding.

Inputs & Forms

text-input — the canonical text input.

• Background {colors.canvas}, text {colors.ink}, 1 px solid {colors.ink} border, body in {typography.body-md}, padding {spacing.md} {spacing.lg}, shape {rounded.sm} 6 px.

Navigation

nav-bar — the sticky top nav.

• Background {colors.canvas}, text {colors.ink}, padding {spacing.md} {spacing.xl}.

nav-link — link items inside nav.

• Text {colors.ink}, set in {typography.body-sm}.

footer — the dark coffee footer.

• Background {colors.ink}, text {colors.canvas-soft}, padding {spacing.3xl} {spacing.xl}. Body in {typography.body-sm}.

Signature Components

hero-band — the cream hero band.

• Background {colors.canvas}, text {colors.ink}, padding {spacing.4xl} {spacing.xl}. Headline in {typography.display-xl} (Degular Display 56 px / 500).

hero-band-dark — the polarity-flipped dark coffee hero.

• Background {colors.ink}, text {colors.on-primary}, same scale.

content-band-cream — the cream content band that follows hero.

• Background {colors.canvas-soft}, text {colors.ink}, padding {spacing.4xl} {spacing.xl}. Section headline in {typography.display-lg}.

content-band-light — the white content band.

• Background {colors.canvas}, text {colors.ink}, same padding / scale.

eyebrow-uppercase — the small UPPERCASE Degular eyebrow above section headlines.

• Text {colors.ink}, set in {typography.eyebrow-uppercase} (14 px / 500 / 1 px tracking).

badge-pill — the inline pill for metadata / tag.

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

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} Zapier orange for every primary CTA. The saturated orange IS the conversion signature.
• Keep canvas WARM — {colors.canvas} #fffefb cream, not pure white. The temperature is the brand voice.
• Set hero headlines in {typography.display-xl} Degular Display weight 500. Sentence-case, no uppercase.
• Pair Degular Display (hero, eyebrow) with Inter (everything else). Two faces, two roles.
• Use {rounded.md} 12 px for buttons + cards. The middle radius is the brand's signature.
• Pair orange CTA with ink-dark text on cream backgrounds — the three-token rhythm is the brand's whole conversion story.

Don't

• Don't replace cream canvas with pure white. The warmth is the brand.
• Don't use pure black ink. The coffee-warmth in #201515 carries through every text color.
• Don't render CTAs as pills. The brand's button is 12 px rounded rectangle.
• Don't introduce a second chromatic accent. Orange + cream + coffee is the entire palette.
• Don't substitute Degular Display with a cool geometric sans (e.g., generic Helvetica) — the brand's display face has warm proportions that the substitute doesn't capture.