BrandToPrompt

Liftoff Design System: Minimalist Enterprise AI UI

Visit Site

Explore Liftoff's design system - colors, typography, and grid. Learn how Liftoff crafts enterprise AI interfaces with minimalism and precision.

6 min read1,080 words

Brand Identity

Color Palette

Primary
Secondary

Typography

Primary Font
Poppins

Design Style

Style
minimalist, high-contrast enterprise aesthetic with subtle playful accents
Visual Density
8px grid with occasional half-step adjustments for optical balance
Border Style
predominantly pill-shaped buttons with 24px rounded cards

Full Analysis

Liftoff Brand Design System Deep Dive

1. Brand Overview

Liftoff’s visual language is exactly what you’d expect from a brand positioning itself at the AI frontier: clean, confident, and deliberately restrained. This isn’t a “throw gradients everywhere” tech startup look. It’s controlled, minimal, and built to feel serious enough for enterprise buyers, but still warm enough to invite curiosity.

The first thing you notice: their palette is heavy on deep navy-greys and pure white, with occasional bursts of saturated color (a single hit of pitaya pink at #e51462 and a sharp accent blue in hover states). They avoid noise. Backgrounds tend toward solid blocks. Text is high contrast. Every element feels placed with intent.

Typography is consistent—Poppins everywhere, no rogue font weights or decorative styles. The type scale is generous at the top end (H1 at 62px) but drops quickly to compact sizes for UI labels. They’re clearly designing for both marketing splash and tight interface density.

Spacing builds on a predictable 8px grid, but they’ve allowed half-step increments (4.5px, 8.5px) where optical alignment needs finessing. This suggests a design team that actually measures and adjusts, not just blindly applies tokens.

Buttons are pill-shaped with absurdly high radii (9999px), which works because they keep borders crisp and padding balanced. Link styles toggle between underlined and clean depending on context—text links tend to keep a 1.5px underline in default, with hover shifting to a lighter accent color.

Overall, Liftoff’s design system reads as “enterprise AI, but friendly.” They’re not chasing visual novelty. They’re building trust through consistency, high-contrast legibility, and controlled use of motion. The odd playful element (like the pink button with rotateY(180deg) on hover) is a wink to those paying attention—it’s not loud, but it’s there.


2. Color System

2.1 Primary Colors

The semantic primary is pure white (#ffffff). That’s interesting—it means their “primary” semantic token is likely bound to text or background defaults, not CTAs. In practice, visual primaries are deep navy (#273143) and black (#000000) for text, with accent blues like rgb(0, 145, 174) in hover states.

Primary brand color psychology:

  • Deep navy: trust, authority, tech seriousness.
  • White: clarity, openness.
  • Occasional bright accent: energy injection.

Competitor comparison: Many AI brands lean on electric blues or gradients. Liftoff’s choice to anchor in navy and white positions them closer to enterprise SaaS than consumer AI.


2.2 Complete Palette

Color NameHexRoleUsage
Black#000000Text/utilityHeaders, body text, borders
Deep Navy#273143Primary UI background/textNav, buttons, section headers
Cool Grey#6d7588Secondary textCaptions, muted UI
Midnight Navy#00081cDark backgroundsButtons, overlays
White#ffffffBackground/textCards, buttons, body bg
Warm Grey#e7e7dfDivider/bgSection backgrounds
Slate Blue#4a5871Active states/bgActive buttons
Near Black#222222TextSecondary headings
Muted Blue-Grey#33475bAccent bg/textRare UI elements
Medium Grey#666666Utility textPlaceholders
Accent Blue#555fffAccent highlightRare emphasis
Pitaya Pink#e51462CTA highlightSpecial button
Green (semantic var)greenCategory header activeCookie banner
Accent Orange#F56E28Slider inactiveCookie settings
Accent Blue (slider)#1e73beSlider activeCookie settings
Light Grey#f2f2f2BorderCookie banner deny button
Dark Grey Text#333333Button textCookie settings

2.3 Color Relationships

Contrast is strong. White on navy is crisp. Navy on white meets WCAG AAA easily. The only questionable pairing is pitaya pink (#e51462) on white—it’s fine for large text/buttons, but wouldn’t pass AA for small body text.

Dark mode? They’re halfway there—the palette includes deep backgrounds (#00081c, #273143) and light text, but the site isn’t running a full alternate theme. It’s more a “dark section” approach.


2.4 Usage Guide

Works well:

  • White text on deep navy (#273143) for CTAs.
  • Navy text on white backgrounds for content.
  • Pitaya pink for “special” CTA moments—it pops because everything else is muted.

Avoid:

  • Pink on navy—it collapses contrast.
  • Accent blue (#555fff) in small text—too low contrast.

3. Typography

3.1 Font Families

  • Primary: Poppins (Google Fonts, variable).
  • Fallbacks: Helvetica, Roboto, Arial (only in some styles).
  • No decorative alternates—everything is sans-serif, geometric.

3.2 Type Scale

ElementFontSizeWeightLine HeightSpacing
Heading-1Poppins62px4001.16-3.1px
Heading-1Poppins46px4001.13-0.92px
Heading-1Poppins38px4001.16-0.76px
Heading-1Poppins38px4001.16-0.84px
Heading-1Poppins24px4001.17-0.48px
ButtonPoppins20px4001.00
Heading-1Poppins18.72px700
Heading-1Poppins18px4001.33-0.36px
ButtonPoppins18px4001.33-0.36px
LinkPoppins18px4001.33-0.36px
LinkPoppins16px4001.50-0.32px
Heading-1Poppins16px400
LinkPoppins16px400
ButtonPoppins16px4001.50-0.32px
Heading-1Poppins16px4001.50-0.32px
CaptionPoppins14px500
ButtonPoppins14px5001.57-0.28px
LinkPoppins14px5001.43-0.28px
LinkPoppins14px4001.43-0.28px
CaptionPoppins14px4001.43-0.28px
LinkPoppins14px500
ButtonPoppins14px4002.29
CaptionPoppins14px4002.29
ButtonPoppins13.33px400
CaptionPoppins12px4001.50
ButtonPoppins12px4001.50
CaptionPoppins12px500
LinkPoppins12px400
CaptionPoppins12px4001.33-0.24px
CaptionPoppins12px6001.330.24px
CaptionPoppins12px6001.330.24px

3.3 Hierarchy

Headings are large and airy at the top end, but they compress quickly—this is a marketing/UI hybrid scale. Weight shifts are subtle; most headings are still at 400, with only small labels going heavier (500/600). This keeps the overall tone light and modern.


4. Spacing & Layout

4.1 Spacing Scale

Base: 8px grid, but with half-step increments. Full list:

ValueremCount
4px0.25rem15
4.5px0.28rem5
6px0.38rem11
8px0.50rem42
8.5px0.53rem36
10px0.63rem73
15px0.94rem7
16px1.00rem6
20px1.25rem8
21px1.31rem20
24px1.50rem33
27px1.69rem6
31px1.94rem78
32px2.00rem82
40px2.50rem38
48px3.00rem32
90px5.63rem10
96px6.00rem12
120px7.50rem16
128px8.00rem6

4.2 Layout

Breakpoints are numerous, starting from 320px all the way to 1800px. This suggests they’re doing fine-grained responsive adjustments, not just three-tier breakpoints. Likely a combination of marketing page layout shifts and component-level tweaks.


5. Visual Elements

Border Radius

ValueCountElementsNotes
0px 2px 0px 0px1divVery minor rounding
0px 2px 2px 0px1ulSubtle
3px2buttonRare, utility buttons
12px 12px 0px 0px1buttonCard-like top rounding
18px2imgImage corners
24px8div/cardCard corners
30px5badgeBadge styling
32px1imageLarge rounding
100px6buttonLarge pill buttons
999px1buttonExtreme rounding
9999px33buttonTrue pill shape

Shadows

Mostly flat design. Only three shadow tokens:

  • rgba(0,0,0,0.02) 0px 10px 10px — subtle elevation.
  • rgba(0,0,0,0.3) 0px 0px 4px — stronger, rare.
  • rgb(234,240,246) 0px -1px 3px — light top shadow.

Borders

Heavy use of 1px solid lines in greys/navy. Also cookie banner uses orange/green for sliders.


6. Components

6.1 Buttons

Primary (cmplz-accept)

  • Default: bg #273143, text #ffffff, padding 10px 24px, radius 100px, border 1px solid #1e73be.
  • Hover: text #0091ae, opacity 0.75, bg initial, no border.
  • Active: text #ffffff, bg #4a5871, opacity 0.85.
  • Focus: text #ffffff, no bg change, no border.

Secondary (cmplz-deny)

  • Default: bg #ffffff, text #273143, padding 10px 24px, radius 100px, border 2px solid #273143.
  • Hover: same hover color as primary.
  • Active: bg #4a5871, text #ffffff.
  • Focus: same as primary.

Special Pink (wp-block-button__link has-new-pitaya...)

  • Default: bg #e51462, text #ffffff, radius 9999px.
  • Hover: rotates Y 180°, text #0091ae.
  • Active: bg #ffffff, shadow #00081c 5px 5px 0px.
  • Focus: bg #273143, border 1.5px solid #00081c, box-shadow #245FCC 0px 0px 0px 2px, translateY(-110%).

Outline (wp-element-button)
Same as pink but bg transparent, border 1px solid #273143.


Four variants: navy underlined, white no underline, black underlined, grey no underline. Hover shifts all to accent blue (#0091ae) with underline.


6.3 Forms

Single email input: transparent bg, black text, padding 2px 48px 10px 0px. Focus: box-shadow #245FCC 0px 0px 0px 2px.


6.4 Cards

Cards use 24px radius, subtle shadow (rgba(0,0,0,0.02)), and 32px padding in many cases.


7. Design Tokens

:root {
  /* Colors */
  --color-black: #000000;
  --color-deep-navy: #273143;
  --color-cool-grey: #6d7588;
  --color-midnight-navy: #00081c;
  --color-white: #ffffff;
  --color-warm-grey: #e7e7df;
  --color-slate-blue: #4a5871;
  --color-near-black: #222222;
  --color-muted-blue-grey: #33475b;
  --color-medium-grey: #666666;
  --color-accent-blue: #555fff;
  --color-pitaya-pink: #e51462;
  --color-green: green;
  --color-accent-orange: #F56E28;
  --color-slider-blue: #1e73be;
  --color-light-grey: #f2f2f2;
  --color-dark-grey-text: #333333;

  /* Typography */
  --font-primary: 'Poppins', Helvetica, Roboto, Arial;
  --font-size-h1-xl: 62px;
  --font-size-h1-lg: 46px;
  --font-size-h1-md: 38px;
  --font-size-h1-sm: 24px;
  --font-size-body-lg: 20px;
  --font-size-body-md: 18px;
  --font-size-body-sm: 16px;
  --font-size-caption: 14px;
  --font-size-caption-sm: 12px;

  /* Spacing */
  --space-4: 4px;
  --space-4-5: 4.5px;
  --space-6: 6px;
  --space-8: 8px;
  --space-8-5: 8.5px;
  --space-10: 10px;
  --space-15: 15px;
  --space-16: 16px;
  --space-20: 20px;
  --space-21: 21px;
  --space-24: 24px;
  --space-27: 27px;
  --space-31: 31px;
  --space-32: 32px;
  --space-40: 40px;
  --space-48: 48px;
  --space-90: 90px;
  --space-96: 96px;
  --space-120: 120px;
  --space-128: 128px;

  /* Radius */
  --radius-sm: 3px;
  --radius-md: 18px;
  --radius-lg: 24px;
  --radius-xl: 30px;
  --radius-pill: 100px;
  --radius-full: 9999px;

  /* Shadows */
  --shadow-subtle: rgba(0,0,0,0.02) 0px 10px 10px;
  --shadow-strong: rgba(0,0,0,0.3) 0px 0px 4px;
  --shadow-top-light: rgb(234,240,246) 0px -1px 3px;
}

8. AI Coding Assistant Prompt

# Liftoff Design System Specification

You are a Liftoff design expert. Build UIs matching their visual language exactly.

## Brand Context
Liftoff’s design is minimal, high-contrast, and built on a disciplined 8px grid. Color usage is restrained—deep navy and white dominate, with rare accent bursts. Typography is consistent (Poppins everywhere), and components favor pill-like forms with precise padding.

## Color Palette
- Black: #000000 — body text, headers, borders
- Deep Navy: #273143 — nav backgrounds, primary buttons
- Cool Grey: #6d7588 — secondary text
- Midnight Navy: #00081c — dark section backgrounds
- White: #ffffff — primary background, text on dark
- Warm Grey: #e7e7df — dividers, light section bg
- Slate Blue: #4a5871 — active button bg
- Near Black: #222222 — secondary headings
- Muted Blue-Grey: #33475b — rare accent bg/text
- Medium Grey: #666666 — placeholders
- Accent Blue: #555fff — rare highlights
- Pitaya Pink: #e51462 — special CTA buttons
- Green: green — cookie banner category header
- Accent Orange: #F56E28 — slider inactive
- Slider Blue: #1e73be — slider active, button border
- Light Grey: #f2f2f2 — borders
- Dark Grey Text: #333333 — cookie settings text

## Typography
Font family: 'Poppins', Helvetica, Roboto, Arial

| Level | Size | Weight | Line Height | Use For |
|-------|------|--------|-------------|---------|
| H1 XL | 62px | 400 | 1.16 | Hero titles |
| H1 LG | 46px | 400 | 1.13 | Page titles |
| H1 MD | 38px | 400 | 1.16 | Section headings |
| H1 SM | 24px | 400 | 1.17 | Subheadings |
| Body LG | 20px | 400 | 1.00 | Prominent labels |
| Body MD | 18px | 400 | 1.33 | Paragraphs |
| Body SM | 16px | 400 | 1.50 | Compact text |
| Caption | 14px | 400-500 | 1.43-2.29 | Labels, meta |
| Caption SM | 12px | 400-600 | 1.33-1.50 | Tiny UI text |

## Spacing & Grid
Base: 8px grid. Allowed values: 4px, 4.5px, 6px, 8px, 8.5px, 10px, 15px, 16px, 20px, 21px, 24px, 27px, 31px, 32px, 40px, 48px, 90px, 96px, 120px, 128px.

## Border Radius
- sm: 3px — small buttons
- md: 18px — images
- lg: 24px — cards
- xl: 30px — badges
- pill: 100px — large buttons
- full: 9999px — true pills

## Shadows & Depth
- Subtle: rgba(0,0,0,0.02) 0px 10px 10px
- Strong: rgba(0,0,0,0.3) 0px 0px 4px
- Top Light: rgb(234,240,246) 0px -1px 3px

## Components

### Primary Button
Default: bg #273143, color #ffffff, padding 10px 24px, radius 100px, border 1px solid #1e73be  
Hover: color #0091ae, opacity 0.75, bg initial, border none  
Active: bg #4a5871, color #ffffff, opacity 0.85  
Focus: color #ffffff, no bg change, no border

### Secondary Button
Default: bg #ffffff, color #273143, padding 10px 24px, radius 100px, border 2px solid #273143  
Hover/Active/Focus: same hover color and states as primary

### Special Pink Button
Default: bg #e51462, color #ffffff, radius 9999px  
Hover: rotateY(180deg), color #0091ae  
Active: bg #ffffff, shadow #00081c 5px 5px, opacity 0.85  
Focus: bg #273143, border 1.5px solid #00081c, box-shadow #245FCC 0px 0px 0px 2px, translateY(-110%)

### Input Field (Email)
Default: transparent bg, color #000000, padding 2px 48px 10px 0px  
Focus: box-shadow #245FCC 0px 0px 0px 2px

## Layout & Responsive Rules
Breakpoints: 320px, 350px, 400px, 425px, 480px, 600px, 640px, 768px, 800px, 900px, 960px, 992px, 1024px, 1150px, 1200px, 1280px, 1500px, 1600px, 1800px.

## Interaction Rules
- Transitions: 150ms ease for hover/focus changes
- Focus indicators: 2px outline in accent blue
- Hover on special buttons: transform rotateY

## DO
- Use only colors from the palette
- Maintain 8px grid (with allowed half-steps)
- Apply Poppins for all text
- Keep button radii pill-shaped
- Respect hover/focus color shifts

## DON'T
- Invent new colors
- Mix sharp and rounded corners on same element
- Use shadows excessively
- Break the type scale with arbitrary sizes

## Code Examples

```css
.btn-primary {
  background: #273143;
  color: #ffffff;
  padding: 10px 24px;
  border-radius: 100px;
  font-weight: 500;
  font-size: 14px;
  border: 1px solid #1e73be;
  transition: all 150ms ease;
}
.btn-primary:hover {
  color: #0091ae;
  opacity: 0.75;
  background: initial;
  border: none;
}
.btn-primary:focus {
  outline: none;
}

.card {
  background: #ffffff;
  border-radius: 24px;
  padding: 32px;
  box-shadow: rgba(0,0,0,0.02) 0px 10px 10px;
}

.input-email {
  background: transparent;
  color: #000000;
  padding: 2px 48px 10px 0px;
}
.input-email:focus {
  box-shadow: #245FCC 0px 0px 0px 2px;
}
```

9. Summary

TL;DR — Liftoff’s design system is disciplined: deep navy + white foundation, Poppins type scale, 8px grid with optical half-steps, pill-shaped buttons, and rare accent pops. It’s enterprise-focused but with moments of play.

Brand Keywords:

  • tech-serious
  • restrained-minimal
  • high-contrast
  • enterprise-friendly
  • subtle-playfulness