Discover alphabet.com design foundations
Learn how alphabet.com uses colors and fonts to enhance user experience and design coherence.
Last update: 07/21/2024
ICONS
TYPOGRAPHIES
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
COLORS
CALL TO ACTION
The call to action color is specifically chosen to stand out on the page. It's used on elements that require user interaction or urgent attention, such as "submit" buttons, promotional banners, or important links.
50
50
#a3a7e6
100
100
#7b81db
200
200
#535bd0
300
300
#343dbc
400
400
#293094
500
500
#1e236c
600
600
#131644
700
700
#08091c
800
800
#000000
900
900
#000000
950
950
#000000
HERO
The hero color is used to draw attention to the most important content on the page. It's the main color used on content above the fold.
50
50
#a3a7e6
100
100
#7b81db
200
200
#535bd0
300
300
#343dbc
400
400
#293094
500
500
#1e236c
600
600
#131644
700
700
#08091c
800
800
#000000
900
900
#000000
950
950
#000000
ACCENT
The accent color is used to highlight important elements on the page, such as headings, links, or buttons. It's a secondary color that complements the primary color scheme.
50
50
#cacdec
100
100
#a4a9df
200
200
#7f86d2
300
300
#5962c5
400
400
#3d46ae
500
500
#303788
600
600
#222862
700
700
#15183c
800
800
#080917
900
900
#000000
950
950
#000000
BACKGROUND
The background color is the primary color used in the background of the page. It's a neutral color that provides a backdrop for the content on the page.
50
50
#a3a7e6
100
100
#7b81db
200
200
#535bd0
300
300
#343dbc
400
400
#293094
500
500
#1e236c
600
600
#131644
700
700
#08091c
800
800
#000000
900
900
#000000
950
950
#000000
SURFACE
The surface color is used to create depth and dimension on the page. It's a light color that's used on elements like cards, modals, and other surfaces that need to stand out from the background.
50
50
#ffffff
100
100
#ffffff
200
200
#ffffff
300
300
#ffffff
400
400
#ffffff
500
500
#ffffff
600
600
#e6e6e6
700
700
#cccccc
800
800
#b3b3b3
900
900
#999999
950
950
#808080
