Shopify

---
version: alpha
name: "Shopify Marketing 2024"
description: "Shopify's marketing homepage uses a dramatic full-bleed video hero with a near-black (#02090a) background that contrasts sharply with the white navigation bar above. The primary brand accent is a vivid mint green (#36f4a4) used sparingly for highlights and interactive states. Typography is split between NeueHaasGrotesk for display/editorial headings and Inter-Variable for UI body copy. CTAs use fully-rounded pill shapes (border-radius: 9999px). The overall system is confident, high-contrast, and aspirational. built to convert visitors into merchants."
colors:
  border-gray: "#e5e7eb"
  surface-dark: "#02090a"
  surface-light: "#f4f4f5"
  ink-black: "#000000"
  mint-green: "#36f4a4"
  muted-gray: "#a1a1aa"
  white: "#ffffff"
  subtle-border: "#e4e4e7"
typography:
  display-hero:
    fontFamily: "NeueHaasGrotesk, Helvetica, Arial, sans-serif"
    fontSize: "96px"
    fontWeight: "400"
    lineHeight: "96px"
  display-large:
    fontFamily: "NeueHaasGrotesk, Helvetica, Arial, sans-serif"
    fontSize: "55px"
    fontWeight: "330"
    lineHeight: "64px"
  display-medium:
    fontFamily: "NeueHaasGrotesk, Helvetica, Arial, sans-serif"
    fontSize: "48px"
    fontWeight: "330"
    lineHeight: "54.72px"
  heading-large:
    fontFamily: "NeueHaasGrotesk, Helvetica, Arial, sans-serif"
    fontSize: "32px"
    fontWeight: "360"
    lineHeight: "36.48px"
    letterSpacing: "0.32px"
  heading-medium:
    fontFamily: "NeueHaasGrotesk, Helvetica, Arial, sans-serif"
    fontSize: "20px"
    fontWeight: "400"
    lineHeight: "28px"
    letterSpacing: "0.3px"
  label-uppercase:
    fontFamily: "NeueHaasGrotesk, Helvetica, Arial, sans-serif"
    fontSize: "18px"
    fontWeight: "500"
    lineHeight: "22.56px"
    letterSpacing: "0.72px"
  body-base:
    fontFamily: "NeueHaasGrotesk, Helvetica, Arial, sans-serif"
    fontSize: "16px"
    fontWeight: "400"
    lineHeight: "24px"
  ui-body:
    fontFamily: "Inter-Variable, Helvetica, Arial, sans-serif"
    fontSize: "14px"
    fontWeight: "420"
    lineHeight: "20px"
  ui-small:
    fontFamily: "Inter-Variable, Helvetica, Arial, sans-serif"
    fontSize: "12px"
    fontWeight: "420"
    lineHeight: "14.4px"
    letterSpacing: "0.72px"
  code:
    fontFamily: "ui-monospace, SFMono-Regular, Menlo, Monaco, Consolas, monospace"
    fontSize: "16px"
    fontWeight: "400"
    lineHeight: "24px"
rounded:
  radius-sm: "4px"
  radius-md: "5px"
  radius-lg: "8px"
  radius-xl: "12px"
  radius-2xl: "16px"
  radius-card: "30px"
  radius-pill: "9999px"
  radius-oval: "340px"
spacing:
  space-1: "4px"
  space-2: "8px"
  space-3: "12px"
  space-4: "16px"
  space-5: "24px"
  space-6: "32px"
  space-7: "40px"
  space-8: "64px"
  space-9: "80px"
  space-10: "90px"
  space-11: "128px"
  space-xl: "40px"
  space-2xl: "64px"
---

## Overview

Shopify's marketing homepage uses a dramatic full-bleed video hero with a near-black (#02090a) background that contrasts sharply with the white navigation bar above. The primary brand accent is a vivid mint green (#36f4a4) used sparingly for highlights and interactive states. Typography is split between NeueHaasGrotesk for display/editorial headings and Inter-Variable for UI body copy. CTAs use fully-rounded pill shapes (border-radius: 9999px). The overall system is confident, high-contrast, and aspirational. built to convert visitors into merchants.

**Signature traits:**
- Dual typeface system: Pairs NeueHaasGrotesk, Helvetica, Arial, sans-serif and Inter-Variable, Helvetica, Arial, sans-serif across the type hierarchy.
- Soft, rounded geometry: Generous corner rounding up to 9999px.

## Colors

The palette uses 8 validated color tokens across 1 theme profile. Semantic roles stay attached to observed usage so generation agents can choose accents without inventing new color meaning.

**Semantic naming:**
- **surface-background** maps to `surface-dark`: Role "background" is grounded by usage context "Hero section background, dark surface behind video overlay".
- **action-text** maps to `white`: Role "text" is grounded by usage context "Primary text on dark backgrounds, nav links, hero headline, CTA button text".
- **content-text** maps to `ink-black`: Role "text" is grounded by usage context "Body text on light sections, footer text".
- **border-primary** maps to `border-gray`: Role "primary" is grounded by usage context "Dividers, borders on nav and card elements, default ring color".

### Primary Brand
- **Border Gray** (#e5e7eb): Dividers, borders on nav and card elements, default ring color. Role: primary. {authored: rgb(229, 231, 235), space: rgb}

### Text Scale
- **Ink Black** (#000000): Body text on light sections, footer text. Role: text. {authored: rgb(0, 0, 0), space: rgb}
- **Mint Green** (#36f4a4): Brand accent, interactive highlights, logo mark accent color. Role: text. {authored: rgb(54, 244, 164), space: rgb}
- **Muted Gray** (#a1a1aa): Secondary/subdued text, footer links, disabled states. Role: text. {authored: rgb(161, 161, 170), space: rgb}
- **White** (#ffffff): Primary text on dark backgrounds, nav links, hero headline, CTA button text. Role: text. {authored: rgb(255, 255, 255), space: rgb, alpha: 0.1}

### Interactive
- **Subtle Border** (#e4e4e7): Subtle dividers and borders in footer zone. Role: border. {authored: rgb(228, 228, 231), space: rgb}

### Surface & Shadows
- **Surface Dark** (#02090a): Hero section background, dark surface behind video overlay. Role: background. {authored: rgb(2, 9, 10), space: rgb}
- **Surface Light** (#f4f4f5): Light section backgrounds, card surfaces. Role: background. {authored: rgb(244, 244, 245), space: rgb}

## Typography

Typography uses NeueHaasGrotesk, Helvetica, Arial, sans-serif, Inter-Variable, Helvetica, Arial, sans-serif, ui-monospace, SFMono-Regular, Menlo, Monaco, Consolas, monospace across extracted hierarchy roles. Keep hierarchy mapped to these token rows before adding decorative type styles.

Mixes NeueHaasGrotesk, Helvetica, Arial, sans-serif and Inter-Variable, Helvetica, Arial, sans-serif and ui-monospace, SFMono-Regular, Menlo, Monaco, Consolas, monospace for visual contrast. Weight range spans regular, medium. Sizes range from 12px to 96px.

### Type Scale Evidence
| Role | Font | Size | Weight | Line Height | Letter Spacing | Stack / Features | Notes |
|------|------|------|--------|-------------|----------------|------------------|-------|
| Hero headline — largest display text on the page | NeueHaasGrotesk, Helvetica, Arial, sans-serif | 96px | 400 | 96px | normal | NeueHaasGrotesk, Helvetica, Arial, sans-serif | Extracted token |
| Section-level display headings | NeueHaasGrotesk, Helvetica, Arial, sans-serif | 55px | 330 | 64px | normal | NeueHaasGrotesk, Helvetica, Arial, sans-serif | Extracted token |
| Mid-page section headings | NeueHaasGrotesk, Helvetica, Arial, sans-serif | 48px | 330 | 54.72px | normal | NeueHaasGrotesk, Helvetica, Arial, sans-serif | Extracted token |
| Card and sub-section headings | NeueHaasGrotesk, Helvetica, Arial, sans-serif | 32px | 360 | 36.48px | 0.32px | NeueHaasGrotesk, Helvetica, Arial, sans-serif | Extracted token |
| Feature headings and callout titles | NeueHaasGrotesk, Helvetica, Arial, sans-serif | 20px | 400 | 28px | 0.3px | NeueHaasGrotesk, Helvetica, Arial, sans-serif | Extracted token |
| Section labels, nav items, button text | NeueHaasGrotesk, Helvetica, Arial, sans-serif | 18px | 500 | 22.56px | 0.72px | NeueHaasGrotesk, Helvetica, Arial, sans-serif | Extracted token |
| Primary body copy across marketing sections | NeueHaasGrotesk, Helvetica, Arial, sans-serif | 16px | 400 | 24px | normal | NeueHaasGrotesk, Helvetica, Arial, sans-serif | Extracted token |
| UI labels, nav sub-items, form fields | Inter-Variable, Helvetica, Arial, sans-serif | 14px | 420 | 20px | normal | Inter-Variable, Helvetica, Arial, sans-serif | Extracted token |
| Micro labels, badges, captions | Inter-Variable, Helvetica, Arial, sans-serif | 12px | 420 | 14.4px | 0.72px | Inter-Variable, Helvetica, Arial, sans-serif | Extracted token |
| Code snippets and technical content | ui-monospace, SFMono-Regular, Menlo, Monaco, Consolas, monospace | 16px | 400 | 24px | normal | ui-monospace, SFMono-Regular, Menlo, Monaco, Consolas, monospace | Extracted token |

## Layout

Layout rhythm is inferred from spacing tokens and responsive breakpoint evidence.

This system uses a 4px base grid with scale values 4, 8, 12, 16, 24, 32, 40, 64, 80, 90, 128.

### Spacing System
| Token | Value | Px | Notes |
|------|-------|----|-------|
| space-1 | 4px | 4 | Extracted spacing token |
| space-2 | 8px | 8 | Extracted spacing token |
| space-3 | 12px | 12 | Extracted spacing token |
| space-4 | 16px | 16 | Extracted spacing token |
| space-5 | 24px | 24 | Extracted spacing token |
| space-6 | 32px | 32 | Extracted spacing token |
| space-7 | 40px | 40 | Extracted spacing token |
| space-8 | 64px | 64 | Extracted spacing token |
| space-9 | 80px | 80 | Extracted spacing token |
| space-10 | 90px | 90 | Extracted spacing token |
| space-11 | 128px | 128 | Extracted spacing token |

## Elevation & Depth

Keep depth flat unless validated shadow or interaction evidence appears in the extraction payload. Do not invent shadows beyond this evidence boundary.

### Shadow Evidence
| Shadow Token | Layers | Details |
|--------------|--------|---------|
| n/a | 0 | No validated shadow payload |

### Interaction Signals
| Theme | Signal | Evidence |
|-------|--------|----------|
| Light | outline-color | rgb(255, 255, 255) ; rgb(161, 161, 170) ; rgb(0, 0, 0) |
| Light | outline-width | 3px ; 2px |
| Light | outline-offset | 0px ; 2px |
| Light | transform | matrix(1, 0, 0, 1, 0, 0) ; matrix(1, 0, 0, 1, -1571, 0) ; matrix3d(1, 0, 0, 0, 0, 1, 0, 0, 0, 0, 1, -0.02, 0, 0, -20, 1.4) |

## Shapes

Shape language maps directly to rounded tokens. Keep component corners consistent with the role mapping below before introducing bespoke geometry.

### Radius Roles
| Token | Value | Px | Role Mapping |
|------|-------|----|--------------|
| radius-sm | 4px | 4 | Subtle corner |
| radius-md | 5px | 5 | Subtle corner |
| radius-lg | 8px | 8 | Control corner |
| radius-xl | 12px | 12 | Control corner |
| radius-2xl | 16px | 16 | Card corner |
| radius-card | 30px | 30 | Large surface corner |
| radius-oval | 340px | 340 | Large surface corner |
| radius-pill | 9999px | 9999 | Large surface corner |

### Geometry Evidence
| Radius Token | Shape | Units |
|--------------|-------|-------|
| radius-sm | 4px | px |
| radius-md | 5px | px |
| radius-lg | 8px | px |
| radius-xl | 12px | px |
| radius-2xl | 16px | px |
| radius-card | 30px | px |
| radius-pill | 9999px | px |
| radius-oval | 340px | px |

## Components

(none detected)

## Do's and Don'ts

Guardrails protect Dual typeface system, Soft, rounded geometry without adding unsupported visual claims.

| Do | Don't |
|----|---------|
| Do maintain consistent spacing using the base grid | Don't make unsupported claims about absent visual features |
| Do maintain WCAG AA contrast ratios (4.5:1 for normal text) | Don't mix rounded and sharp corners in the same view |
| Do use the primary color only for the single most important action per screen |  |
| Do verify evidence before writing new design-system guidance |  |

## Responsive Evidence

### Breakpoints

No distinct responsive breakpoints were extracted.

## Agent Prompt Guide

### Example Component Prompts
- Create button component using validated primary color role and spacing tokens.
- Create card component with mapped radius role and evidence-backed elevation.
- Create form input component using inferred typography hierarchy and border roles.

### Iteration Guide
1. Start with extracted palette and typography roles only.
2. Map spacing and radius directly from token tables before visual polish.
3. Apply component patterns one section at a time and compare against source intent.
4. Keep elevation claims tied to explicit evidence in output.
5. Iterate with smallest diffs and re-check section hierarchy after each change.