Kickstarter Brand Design System Deep-Dive
1. Brand Overview
Kickstarter’s design language feels like what you’d expect from a platform built for creative projects: strong structure, but not uptight. The site is designed to make the ideas (projects) stand out, not the platform itself — the frame fades back just enough to give the content room. They lean hard into clean typography, neutral colors, and clear spacing to keep things feeling approachable and trustworthy.
The vibe is confident but friendly. There's no overcomplicated UI — most styles favor simplicity and clarity over visual flourish. Buttons are restrained, borders are thin, and shadows are used sparingly (often replaced with clean dividers). This is about accountability and focus: you’re here to explore projects or launch one, and the interface won’t get in your way.
Color choices reflect Kickstarter’s positioning. The brand primary isn’t neon green everywhere — the UI is dominated by grayscale ranges, with green and blue reserved for accents and action triggers. That restraint keeps the content from competing with a loud UI palette. This is consistent across breakpoints; you don’t see a mobile experience suddenly go loud or playful. The brand sticks to the same typographic and color discipline.
Their typography system leans on Inter (variable, from Google Fonts) with occasional Arial for legacy or fallback contexts. Inter’s geometric yet humanist feel matches well with their tone — modern, but not clinical. They use multiple sizes for headings, allowing flexibility for cards, feature sections, and titles without breaking overall rhythm.
Spacing is predictable. You can tell they work on an 8px base grid, occasionally dipping into 4px increments for fine adjustments, but always respecting multiples. This matters because project cards, navigation, and modals are consistent in rhythm and balance — they’ve built trust through consistency.
Kickstarter’s audience spans creators, backers, and casual browsers, which drives a need for an interface that doesn’t alienate non-designers but still satisfies those with a designer’s eye. The result: a language that’s professional without being corporate, and creative without being chaotic.
2. Color System
2.1 Primary Colors
Kickstarter’s semantic primary color is rgb(70, 70, 70) → #464646. That’s a deep neutral — no saturated “brand” color here. This works because most UI text and key controls sit in grayscale, ensuring content is the hero.
They save stronger hues (greens and blues) for clickable elements, success states, and highlights. The primary green (#05CE78 and the deeper #037242 in tokens) is tied to "Kickstarter green" branding, but not used for every CTA — restraint keeps it fresh.
Psychologically, the grey primary communicates stability and neutrality. In competitor comparison, Patreon leans softer orange/peach, Indiegogo uses saturated pink. Kickstarter’s choice is more muted, signaling seriousness and trust.
2.2 Complete Palette
| Color Name / Token | Hex | Role | Usage |
|---|---|---|---|
| Primary (semantic) | #464646 | Main semantic primary | Text, UI borders |
| Link Blue | #0000EE | Body link | Inline links, on white BG |
| Black | #000000 | Base text, iconography | High contrast text |
| Neutral Gray 1 | #656969 | Secondary text | Labels, placeholders |
| Neutral Gray 2 | #4D4D4D | Alt body text | Subtitles |
| Light Gray | #E0E0E0 | Divider BG | Background blocks, borders |
| Accent Green | #05CE78 | Accent / action | Highlights, status |
| Rich Link Blue | #2B60FF | CTA link | Buttons, inline CTAs |
| Dark Gray | #3C3C3C | Hover/focus border | Selected states |
| Dark Teal | #037362 | Hover/focus accent | Active link border |
| --kds-color-text-accent-green | #037242 | Semantic token | Strong green text |
| --kds-color-background-surface-primary | #FFFFFF | Main BG | Page BG |
| --kds-color-border-active | #3C3C3C | Active border | Focus states |
| --kds-color-icon-green-inverse | #D2FEEB | Icon inverse | Inverse green icons |
| --kds-color-border-accent-blue-bold | #0F0FBD | Strong blue border | Focus ring |
| --kds-color-text-accent-blue | #4C4CF0 | Accent text | Links/accents |
| --kds-color-background-inverse-hover | #F2F2F2 | Hover BG | Over dark BG |
| --kds-color-text-accent-red-inverse-disabled | #FEF2F1 | Disabled red text | Error disabled state |
| --kds-color-background-warning-bold | #836207 | Warning BG strong | Alerts |
| --kds-color-background-accent-green-bold-hovered | #025A34 | Hovered bold green BG | Buttons --> |
| --kds-color-border-warning-subtle | #F5C43D | Subtle warning border | Light alerts |
| --kds-color-background-danger-disabled | #F7BBB7 | Disabled danger BG | Error states |
| --kds-color-text-accent-purple | #8936C9 | Accent purple | Highlights |
| --kds-color-text-primary | #171717 | Primary text | Body |
| --kds-color-background-accent-green-bold-pressed | #024629 | Pressed bold green BG | Buttons |
| --kds-color-background-danger-bold-hovered | #931910 | Hover danger | Alert actions |
| --kds-color-border-bold | #C9C9C9 | Bold border | Card frames |
| --kds-color-border-danger-bold | #73140D | Danger border bold | Alerts |
| --kds-color-background-surface-secondary | #FAFAFA | Secondary surface | Card BG |
| --kds-color-background-danger-bold | #B81F14 | Danger BG strong | Delete actions |
| --kds-color-background-selected | #2C2C2C | Selected BG | Nav active |
| --kds-color-background-action-disabled | #B3B3B3 | Disabled BG | Buttons |
| --kds-color-border-accent-blue-subtle | #C6C6FA | Subtle blue border | Info states |
| --kds-color-border-warning-bold | #4E3A04 | Bold warning border | Alerts |
| --kds-color-border-accent-green-subtle | #06E584 | Subtle green border | Card accents |
| --kds-color-background-warning-subtle | #FDF2D3 | Subtle warning BG | Notices |
| --kds-color-text-accent-purple-bolder | #582281 | Bold purple text | Headlines w/ purple accent |
| --kds-color-icon-warning | #614805 | Warning icon | Alerts |
| --kds-color-background-accent-purple-subtle | #F8F3FC | Subtle purple BG | Cards |
| --kds-color-background-accent-blue-subtle | #F1F1FE | Subtle blue BG | Cards |
| --kds-color-border-focus | #AFAFF9 | Focus border | Inputs/buttons |
| --kds-color-background-danger-subtle-hovered | #FBDDDB | Hover error subtle | Cards |
| --kds-color-icon-info | #1212E2 | Info icon | Tooltips |
This palette spans deep neutrals, functional colors for states, and accents for information hierarchy. The tokens alone tell you they've formalized semantics — you shouldn't be guessing which green is for hover vs pressed states.
2.3 Color Relationships
Dark text (#171717 or #000000) on white (#FFFFFF) hits WCAG AAA easily. Gray text #656969 reads well on white — borderline for tiny type but fine at their normal body sizes. Greens and blues used for accents work because they're high-saturation against neutral backgrounds.
Dark mode? Not explicit here. All colors are specified for light surfaces, with inverse hover colors like #F2F2F2 indicating hover overlays in dark contexts.
2.4 Usage Guide
- Use #037242 for text accents when calling out Kickstarter branding.
- Save greens (
#05CE78etc.) for positive actions — don’t use them for decorative headers. - Blue (
#2B60FF,#4C4CF0) belongs to non-primary CTAs and informational links. - Avoid pairing two saturated colors directly; keep white or light gray as buffer.
- Warning yellows and error reds have distinct hover/pressed tones — use exactly those tokens.
3. Typography
3.1 Font Families
Primary: Inter — variable Google font.
Fallback: (browser default stack), occasionally Arial in captions/headings legacy cases.
No Adobe Fonts. Inter is clean and consistent in varying weights from 400 to 700.
3.2 Type Scale
| Context | Font | Size | Weight | Line Height |
|---|---|---|---|---|
| heading-1 | Inter | 34px (2.13rem) | 400 | 1.24 |
| heading-1 | Inter | 28px (1.75rem) | 400 | 1.29 |
| heading-1 | Inter | 21px (1.31rem) | 400 | 1.43 |
| heading-1 | Inter | 20px (1.25rem) | 500 | 1.20 |
| link | Inter | 20px (1.25rem) | 500 | 1.20 |
| heading-1 | Inter | 18px (1.13rem) | 400 | 1.33 |
| heading-1 | Arial | 16px (1.00rem) | 400 | 1.50 |
| link | Inter | 16px | 500 | 1.25 (spacing -0.4px) |
| link | Inter | 16px | 400 | 1.50 |
| link | Inter | 16px | 500 | 1.50 |
| button | Inter | 16px | 500 | 1.50 |
| heading-1 | Inter | 16px | 400 | 1.50 |
| heading-1 | Inter | 16px | 500 | 1.25 |
| link | Inter | 14px | 400 | 1.50 |
| caption | Inter | 14px | 400 | 1.50 |
| caption | Inter | 14px | 500 | 1.14 (spacing 0.28px) |
| link | Inter | 14px | 500 | 1.14 (spacing -0.32px) |
| caption | Arial | 14px | 400 | 1.71 |
| button | Inter | 13.33px | 400 | — |
| caption | Inter | 13px | 700 | 1.38 (uppercase) |
| link | Inter | 13px | 400 | 1.38 |
| caption | Inter | 13px | 400 | 1.38 |
| link | Inter | 12px | 500 | 1.50 (spacing 0.28px) |
| caption | Inter | 12px | 500 | 1.50 (spacing 0.28px) |
| caption | Inter | 12px | 400 | 1.50 |
| button | Inter | 12px | 400 | 1.25 |
3.3 Hierarchy
They use condensed scaling between heading levels. You get many micro-steps (20px, 18px, 16px headings) — this makes card and section layouts flexible without breaking flow. The line heights are tuned tight for large headings (1.24) and looser for body/caption, improving scanability. Weight shifts (400→500→700) are consistently aligned with semantic emphasis, not arbitrary.
4. Spacing & Layout
4.1 Spacing Scale
Base: 8px scale type — but not strictly multiples; some fine 4px and 6px values for sub-grid adjustments.
| px | rem | Frequency | Numeric |
|---|---|---|---|
| 1px | .06rem | 27 | 1 |
| 3px | .19rem | 10 | 3 |
| 4px | .25rem | 202 | 4 |
| 6px | .38rem | 156 | 6 |
| 7px | .44rem | 420 | 7 |
| 9px | .56rem | 4 | 9 |
| 11px | .69rem | 2 | 11 |
| 12px | .75rem | 146 | 12 |
| 16px | 1rem | 632 | 16 |
| 18px | 1.13rem | 226 | 18 |
| 24px | 1.50rem | 45 | 24 |
| 30px | 1.88rem | 6 | 30 |
| 36px | 2.25rem | 6 | 36 |
| 48px | 3rem | 131 | 48 |
Most components sit at 12–18px internal padding; larger elements use 24px+. Section padding jumps to 48px for big separation.
4.2 Layout
Breakpoints at 599px and 600px — likely mobile vs tablet/desktop shift. Content width is responsive without fixed max-width in this data, but the small breakpoint indicates tight optimization for mobile first.
5. Visual Elements
Border Radius Values
They use a mix — small (4px) for buttons/links, medium (8px, 16px, 20px) for cards, badges, larger containers. Full 100% for avatar circles.
Values:
0pxcombos for sharp tops/bottoms (cards with only bottom corners rounded)4px→ buttons, anchors8px→ images, card tops16px→ divs20px→ badges (big radii)100%→ circles
Shadows
Mostly flat. rgba(0, 0, 0, 0.17) 0px 2px 6px shows up for small lifts; otherwise they avoid heavy shadows.
Borders and Dividers
Thin (1px solid #C9C9C9 or #E0E0E0) — used instead of shadows for separation.
6. Components
6.1 Buttons
Variant 1 (Neutral outline button)
- Default: transparent bg,
#171717text, padding 11px 15px,4pxradius,1px solid #C9C9C9border. - Hover: transparent bg.
- Focus: outline transparent.
Variant 2 (Small solid dark)
- Default:
#464646bg, white text, padding 9px 12px, square corners (0px radius), border 1px solid #464646. - Solid, strong contrast — used for secondary actions.
6.2 Links
Colors vary:
- Blue
#0000EEfor inline text links - Dark neutrals (#171717, #282828, #656969) for nav links
- No underline by default; clickable via hover context
6.3 Forms
Text Inputs: white bg, 8px radius, padding 12px, no border (0px) — relies on surrounding container or shadow.
Select: white bg, neutral text (#656969), padding 12px 30px 12px 18px, no borders.
Checkbox: transparent bg, no border radius.
Focus states aren’t strongly styled in extracted data — likely subtle.
6.4 Cards
From radius data—top corners 8px, bottom corners squared or larger radii. Borders thin 1px light grey. Shadows minimal.
7. Design Tokens (CSS Variables)
:root {
/* Colors */
--kds-color-text-accent-green: #037242;
--kds-color-background-surface-primary: #FFFFFF;
--kds-color-border-active: #3C3C3C;
--kds-color-icon-green-inverse: #D2FEEB;
--kds-color-border-accent-blue-bold: #0F0FBD;
--kds-color-text-accent-blue: #4C4CF0;
--kds-color-background-inverse-hover: #F2F2F2;
--kds-color-text-accent-red-inverse-disabled: #FEF2F1;
--kds-color-background-warning-bold: #836207;
--kds-color-background-accent-green-bold-hovered: #025A34;
--kds-color-border-warning-subtle: #F5C43D;
--kds-color-background-danger-disabled: #F7BBB7;
--kds-color-text-accent-purple: #8936C9;
--kds-elevation-3-shadow-color: #00000033;
--kds-color-text-primary: #171717;
--kds-color-background-accent-green-bold-pressed: #024629;
--kds-color-background-danger-bold-hovered: #931910;
--kds-elevation-2-shadow-color: #0000001E;
--kds-color-border-bold: #C9C9C9;
--kds-color-border-danger-bold: #73140D;
--kds-color-background-surface-secondary: #FAFAFA;
--kds-color-background-danger-bold: #B81F14;
--kds-color-background-selected: #2C2C2C;
--kds-color-background-action-disabled: #B3B3B3;
--kds-color-border-accent-blue-subtle: #C6C6FA;
--kds-color-border-warning-bold: #4E3A04;
--kds-color-border-accent-green-subtle: #06E584;
--kds-color-background-warning-subtle: #FDF2D3;
--kds-color-text-accent-purple-bolder: #582281;
--kds-color-icon-warning: #614805;
--kds-color-background-accent-purple-subtle: #F8F3FC;
--kds-elevation-4-shadow-color: #00000047;
--kds-color-background-accent-blue-subtle: #F1F1FE;
--kds-color-border-focus: #AFAFF9;
--kds-color-background-danger-subtle-hovered: #FBDDDB;
--kds-color-icon-info: #1212E2;
/* Typography */
--font-primary: 'Inter', sans-serif;
--font-fallback: Arial, sans-serif;
/* Spacing */
--space-1: 1px;
--space-3: 3px;
--space-4: 4px;
--space-6: 6px;
--space-7: 7px;
--space-9: 9px;
--space-11: 11px;
--space-12: 12px;
--space-16: 16px;
--space-18: 18px;
--space-24: 24px;
--space-30: 30px;
--space-36: 36px;
--space-48: 48px;
/* Border Radius */
--radius-none: 0px;
--radius-sm: 4px;
--radius-md: 8px;
--radius-lg: 16px;
--radius-xl: 20px;
--radius-full: 100%;
}8. AI Coding Assistant Prompt
# Kickstarter Design System Specification
You are a Kickstarter design expert. Build UIs matching their visual language exactly.
## Brand Context
Kickstarter’s UI is clean, neutral, and content-first. The design avoids loud branding in structural elements, using restrained type and color. It communicates trust and creativity by framing projects with minimal interference.
## Color Palette
- Primary Neutral: #464646 — Main UI elements, semantic primary
- Link Blue: #0000EE — Body links
- Black: #000000 — Default text
- Neutral Text Gray: #656969 — Secondary text
- Neutral Dark Gray: #4D4D4D — Alt text
- Light Gray: #E0E0E0 — Dividers, light borders
- Accent Green: #05CE78 — Positive accents
- Accent Green Text: #037242 — Semantic brand green in text
- Rich Link Blue: #2B60FF — CTAs in links
- Hover Dark Gray: #3C3C3C — Hover border
- Hover Dark Teal: #037362 — Active hover accents
- Surface Primary: #FFFFFF — Page background
- Surface Secondary: #FAFAFA — Card backgrounds
- Bold Border Gray: #C9C9C9 — Card frames, buttons
- Warning Yellow Bold: #836207 — Strong warning states
- Warning Yellow Subtle: #FDF2D3 — Light warning bg
- Danger Red Bold: #B81F14 — Strong danger state
- Error Disabled BG: #F7BBB7 — Disabled danger
- Info Icon Blue: #1212E2 — Icons
- Purple Accent: #8936C9 — Text accents
## Typography
Font families:
- Primary: Inter, sans-serif
- Fallback: Arial
Sizes:
| Level | Font | Size | Weight | Line Height | Use For |
|-------|------|------|--------|-------------|---------|
| H1-Large | Inter | 34px | 400 | 1.24 | Main titles |
| H1-Medium | Inter | 28px | 400 | 1.29 | Section headers |
| H1-Small | Inter | 21px | 400 | 1.43 | Card titles |
| Headline-Strong | Inter | 20px | 500 | 1.20 | Feature headings |
| Link-Large | Inter | 20px | 500 | 1.20 | Nav links |
| Body-Large | Inter | 18px | 400 | 1.33 | Content body |
| Body-Base | Inter | 16px | 400 | 1.50 | Regular text |
| Button-Base | Inter | 16px | 500 | 1.50 | Primary buttons |
| Caption | Inter | 14px | 400 | 1.50 | Supporting text |
| Caption-Strong | Inter | 14px | 500 | 1.14 | Labels |
| Small Button | Inter | 12px | 400 | 1.25 | Secondary buttons |
## Spacing & Grid
Base unit: 8px grid, with fine increments (4px for tight fits).
Scale: 1px, 3px, 4px, 6px, 7px, 9px, 11px, 12px, 16px, 18px, 24px, 30px, 36px, 48px.
## Border Radius
- none: 0px — Tables, squares
- sm: 4px — Buttons, small UI
- md: 8px — Card images
- lg: 16px — Containers
- xl: 20px — Badges
- full: 100% — Avatars
## Shadows & Depth
Mostly flat. Rare: rgba(0,0,0,0.17) 0px 2px 6px for subtle lift.
## Component Specifications
### Primary Button (.kds-button)
Default: transparent bg, #171717 text, 11px 15px padding, 4px radius, 1px solid #C9C9C9.
Hover: transparent bg.
Active: transparent bg.
Focus: none.
### Secondary Button (.ksr-button.bttn-small)
Default: #464646 bg, white text, 9px 12px padding, radius 0px, 1px solid #464646.
Hover/Active: unchanged.
Focus: none.
### Navigation Links
No underline default, color from palette depending on context (blue #0000EE for inline, dark gray for nav).
### Input Fields
Text: white bg, 8px radius, padding 12px, no border.
Select: white bg, neutral text, padding 12px 30px 12px 18px.
Checkbox: transparent bg, no radius.
### Cards
BG: #FAFAFA or #FFFFFF, radius top corners 8px, thin 1px border #E0E0E0, minimal shadows.
## Layout & Responsive Rules
Breakpoints: 599px (mobile), 600px (tablet/desktop).
Use base spacing across breakpoints; avoid jump in rhythm.
## Interaction Rules
Transitions: ~150ms ease on color/bg changes.
Focus indicators: use border-accent colors (#AFAFF9 for blue focus).
## DO List
- Use ONLY palette colors.
- Maintain multiples of 8px spacing.
- Keep buttons consistent in radius (4px for outline, 0px for solid dark).
- Use Inter for headings and body; Arial only as fallback.
- Reserve green for positive actions; never for passive labels.
## DON'T List
- Don't add heavy shadows.
- Don't mix rounded and sharp corners arbitrarily.
- Don't use colors outside defined tokens.
- Don't add underlines to nav links.
- Don't use saturation for decoration — only for semantic states.
## Code Examples
Primary Button:
```css
.kds-button {
background-color: transparent;
color: #171717;
padding: 11px 15px;
border-radius: 4px;
border: 1px solid #C9C9C9;
font-weight: 500;
font-size: 16px;
}
.kds-button:hover { background-color: transparent; }Secondary Button:
.ksr-button {
background-color: #464646;
color: #fff;
padding: 9px 12px;
border-radius: 0;
border: 1px solid #464646;
font-size: 12px;
}Input Field:
.input-text {
background-color: #fff;
border-radius: 8px;
padding: 12px;
border: none;
}
---
## 9. Summary
**TL;DR** — Kickstarter’s system is neutral-first, project-focused, with semantic tokens for every functional state. Minimal shadows, consistent radii, and disciplined typography make it clean and trustworthy.
**Brand Keywords**: neutral-structured, token-driven, content-first, restrained-bold