Ring Brand Design System Deep-Dive

1. Brand Overview

Ring’s visual language is exactly what you’d expect from a consumer security tech brand that’s been under the Amazon umbrella for years: clean, approachable, and engineered for trust. This is not a “cool startup” aesthetic. It’s a “your safety is in good hands” aesthetic. That matters because security products live in a delicate space — they need to feel reliable and easy before they feel innovative.

The vibe starts with their primary blue (#0063a5 / #0074C2 in UI accents) — calm, trustworthy, not screaming at you. It’s not the hyper-saturated blues of social media brands, nor the corporate navy of banks. It’s mid-tone, leaning friendly. The rest of the palette is a functional, almost utilitarian mix of neutrals, grays, and functional signals (reds, greens, yellows, oranges, purple). The brand reads as product-first — the colors work in service of photography and hardware, not the other way around.

Typography choice is interesting: “Equip” — a geometric sans that’s not a household name. It’s sturdier than Helvetica, with more personality than Arial, but still highly readable. Pairing it with fallback Helvetica/Arial ensures safe rendering. Sizes and weights are consistent — no random font experiments. The font scale feels deliberate, built to work across hardware packaging, app UI, and marketing pages.

Spacing follows an 8px logic but with some oddball values (5px, 9px, 10px, 15px). You can tell there’s a lot of legacy + marketing flexibility here. Border radii are mostly 8px and 12px for cards and buttons — modern but not overly “pill” unless they mean it (20000px for badges, full 50% for avatars).

Component design is straightforward. Buttons come in filled, outline, and dark variants. Links are underlined or not depending on context. Inputs are plain white with gray borders. Shadows are subtle — functional, not decorative. Cards rely more on radius and border than heavy depth.

Overall, the design philosophy is: Trust first, product clarity second, brand personality third. You’re not here to marvel at the UI; you’re here to buy a doorbell, and the UI’s job is to get out of the way while making you feel safe.

2. Color System

2.1 Primary Colors

Ring’s hero color is a medium blue — two main variants appear in the data:

#0063a5 (rgb(0, 99, 165)) — Likely the legacy brand blue, used in logo and text links.
#0074C2 (rgb(0, 116, 194)) — A slightly brighter blue, used for active states, bullets, and buttons.

Psychologically, blue conveys trust, security, and calm — exactly the message you want for home security. Compared to competitors like Nest (lighter blue, more “tech” than “trust”), Ring’s blue is denser and more corporate, which helps it feel serious.

2.2 Complete Palette

Color Name / Token	Hex	Role	Usage
Primary Blue	#0063a5	Primary	Logo, links
Primary Bright Blue	#0074C2	Accent	Buttons, active states
Primary-500	#0074C2	Primary action	Buttons
Primary-700	#005188	Dark UI elements	Hover states, dark backgrounds
Primary-800	#003d61	Deep brand tone	Text or dark overlays
Primary-400	#37B6F3	Light accent	Hover highlights
Primary-300	#65BAEB	Lighter accent	Background tints
Primary-200	#A4DEFF	Tint	Info backgrounds
Primary-100	#EFF8FC	Lightest tint	Background fills
White	#ffffff	Base	Backgrounds, text on dark
Black	#000000	Base	Text, icons
Neutral-100	#ECECEC	Light neutral	Backgrounds
Neutral-200	#BDBDBD	Gray	Borders, UI chrome
Neutral-800	#282B2F	Dark neutral	Text, backgrounds
Darkest Grey	#424242	UI gray	Dividers, inactive icons
#6e6e6e	rgb(110,110,110)	Secondary text	Body copy
#dee5ec	rgb(222,229,236)	Divider	Borders
Negative-100	#FCEFEF	Error background	Validation
Negative-200	#F7B9B6	Error tint	Alerts
Negative-300	#EF7D76	Error midtone	Icons
Negative-400	#FF554B	Error accent	Highlights
Negative-500	#D4231A	Error	Text, buttons
Negative-600	#B8251D	Error dark	Hover states
Negative-700	#96231D	Error darker	Text
Negative-800	#780500	Deep error	Backgrounds
Positive-100	#F0F8F0	Success background	Validation
Positive-200	#BCDEBD	Success tint	Icons
Positive-300	#83C284	Success midtone	Charts
Positive-400	#5EBF60	Success	Buttons
Positive-500	#178019	Success dark	Hover states
Positive-600	#157217	Success darker	Text
Positive-700	#22580E	Deep success	Text
Positive-800	#0B4A0C	Deepest success	Background
Caution-100	#FEFBEA	Warning bg	Alerts
Caution-200	#FFF2B9	Warning tint	Icons
Caution-300	#FDE57B	Warning midtone	Charts
Caution-400	#FFF653	Warning accent	Highlights
Caution-500	#FDD835	Warning	Buttons
Caution-600	#CBAC20	Warning dark	Hover
Caution-700	#A48C22	Warning darker	Text
Caution-800	#866E04	Deep warning	Background
Orange	#F1670D	Accent	Promotions
Orange Dark	#9C4308	Accent dark	Hover
Secondary-100	#FDEFE6	Secondary bg	Cards
Secondary-200	#FACAAB	Secondary tint	Charts
Secondary-300	#F69C61	Secondary midtone	Buttons
Secondary-400	#FF852B	Secondary accent	Highlights
Secondary-600	#C74E00	Secondary dark	Hover
Secondary-800	#602500	Secondary deeper	Background
Lighting-500	#7248B5	Purple accent	Lighting products
Amazon-200	#FFDBA6	Brand tie-in	Backgrounds
Amazon-500	#FF9900	Amazon orange	CTA tie-in
Amazon-700	#A66300	Dark Amazon orange	Hover
Access Controller-500	#00994A	Functional	Specific product
Camera-500	#119E96	Functional	Camera products
Accessory-500	#A97A3F	Functional	Accessories
Tags-500	#F52C4F	Accent red	Tags
Alarm-500	#D23313	Functional	Alarm products

2.3 Color Relationships

Contrast is handled conservatively. White text on #0063a5 passes WCAG AA comfortably. Black (#121212) on white is max contrast. Secondary grays (#6e6e6e on white) still pass for body text. Dark mode isn't explicit here — the palette is built for light backgrounds. Accent colors (orange, purple, green) are used sparingly to avoid clashing.

2.4 Usage Guide

Safe combos: Primary Blue + white text, Dark gray (#121212) text on light backgrounds, functional colors on white.
Avoid: Putting mid-tone blue (#0063a5) text on gray backgrounds — contrast drops. Avoid stacking orange and red — both are high-energy and will compete.
Functional colors: Red for errors, green for success, yellow for warnings. Never mix these in same component.

3. Typography

3.1 Font Families

Primary: Equip
Fallbacks: Helvetica, Arial
Source: No Google/Adobe Fonts detected — likely self-hosted.

Equip is geometric, modern without being sterile. It’s consistent across headings, links, and buttons.

3.2 Type Scale

Element	Font	Size	Weight	Line Height
heading-1	Equip	42px (2.63rem)	500	1.29
heading-1	Equip	28px (1.75rem)	500	1.50
heading-1	Equip	20px (1.25rem)	300	1.50
link	Equip	20px (1.25rem)	500	1.50
heading-1	Equip	20px (1.25rem)	500	1.50
link	Equip	18px (1.13rem)	700	1.56
button	Equip	18px (1.13rem)	700	0.00
button	Equip	18px (1.13rem)	700	1.00 (uppercase)
heading-1	Equip	16px (1.00rem)	300	1.88
heading-1	Equip	16px (1.00rem)	500	1.88
button	Equip	16px (1.00rem)	300	1.88
link	Equip	16px (1.00rem)	500	1.50
button	Equip	16px (1.00rem)	500	1.50
button	Equip	14px (0.88rem)	400	1.71
caption	Equip	14px (0.88rem)	400	1.71
caption	Equip	14px (0.88rem)	300	1.71
link	Equip	14px (0.88rem)	500	1.71
caption	Equip	14px (0.88rem)	500	1.71
link	Equip	14px (0.88rem)	400	1.71
button	Equip	14px (0.88rem)	300	1.71
link	Equip	12px (0.75rem)	400	1.50
caption	Equip	12px (0.75rem)	400	1.50
link	Equip	11px (0.69rem)	500	1.64
caption	Equip	11px (0.69rem)	500	1.64
button	Equip	11px (0.69rem)	500	1.64

3.3 Hierarchy

They don't overcomplicate. H1 at 42px is strong but not billboard-big. Multiple 20px weights allow for flexible subheadlines. Buttons and links use heavier weights (500–700) for clarity. Captions drop to 11–14px, still readable.

4. Spacing & Layout

4.1 Spacing Scale

Base is 8px, but there’s a mix of “off-grid” values.

Value (px)	Rem	Count
2	0.13rem	15
4	0.25rem	132
5	0.31rem	209
8	0.50rem	174
9	0.56rem	3
10	0.63rem	170
11	0.69rem	6
12	0.75rem	53
14	0.88rem	18
15	0.94rem	4
16	1.00rem	263
20	1.25rem	20
24	1.50rem	275
30	1.88rem	21
32	2.00rem	6
40	2.50rem	19
44	2.75rem	8
50	3.13rem	2
60	3.75rem	3
223.594	13.97rem	4

4.2 Layout

Breakpoints: 500px and 716px — minimal set, likely mobile-first and small desktop/tablet adjustments. No explicit max width in data, but content is clearly responsive.

5. Visual Elements

Border Radius

Value	Usage
0px	Square
4px	Inputs, small buttons
5px	Rare legacy
6px	Rare legacy
8px	Buttons, cards
8px 8px 0 0	Image top corners
12px	Larger cards, modals
20000px	Badges (pill)
50%	Circular buttons, avatars
100%	Full shape fill

Shadows

rgba(0, 0, 0, 0.1) 0px 4.5px 9px — soft, for bullets.
rgba(0, 0, 0, 0.25) 0px 1px 4px — subtle depth.
rgba(0, 0, 0, 0.15) 0px 8px 12px — larger elements.
rgba(0, 0, 0, 0.15) 0px -1px 8px — inset-like.

Borders are more common for separation than heavy shadows.

6. Components

6.1 Buttons

Neutral Light Filled:

BG: #ffffff
Text: #121212
Padding: 10px 16px
Radius: 8px
Border: none
Weight: 700, Size: 18px

Neutral Dark Outline:

BG: transparent
Text: #121212
Border: 1px solid #121212
Padding: 10px 16px
Radius: 8px

Default (Dark Filled):

BG: #121212
Text: #ffffff
Padding: 10px 16px
Radius: 8px

Circular Nav Arrows:

BG: rgba(0,0,0,0.65)
Text: white
Padding: 4px
Radius: 50%
Transform: rotated (matrix)

Active Bullet:

BG: #0074C2
Shadow: rgba(0,0,0,0.1) 0px 4.5px 9px
Radius: 50%

Inactive Bullet:

BG: #BDBDBD
Same shadow/radius as active.

6.2 Links

White links: no underline, weight 500.
Blue links (#0063a5): underline, weight 500.
Gray links (#424242): underline.

6.3 Forms

Email Input:

BG: white
Text: #424242
Border: 1px solid #81919F
Radius: 4px
Padding: 13.5px 16px

6.4 Cards

Cards use 8–12px radius, light borders (#dee5ec), minimal shadows.

7. Design Tokens

:root {
  /* Colors */
  --color-primary-500: #0074C2;
  --color-primary-700: #005188;
  --color-primary-800: #003d61;
  --color-primary-400: #37B6F3;
  --color-primary-300: #65BAEB;
  --color-primary-200: #A4DEFF;
  --color-primary-100: #EFF8FC;
  --color-neutral-100: #ECECEC;
  --color-neutral-200: #BDBDBD;
  --color-neutral-800: #282B2F;
  --color-darkest-grey: #424242;
  --color-white: #ffffff;
  --color-black: #000000;
  --color-negative-100: #FCEFEF;
  --color-negative-200: #F7B9B6;
  --color-negative-300: #EF7D76;
  --color-negative-400: #FF554B;
  --color-negative-500: #D4231A;
  --color-negative-600: #B8251D;
  --color-negative-700: #96231D;
  --color-negative-800: #780500;
  --color-positive-100: #F0F8F0;
  --color-positive-200: #BCDEBD;
  --color-positive-300: #83C284;
  --color-positive-400: #5EBF60;
  --color-positive-500: #178019;
  --color-positive-600: #157217;
  --color-positive-700: #22580E;
  --color-positive-800: #0B4A0C;
  --color-caution-100: #FEFBEA;
  --color-caution-200: #FFF2B9;
  --color-caution-300: #FDE57B;
  --color-caution-400: #FFF653;
  --color-caution-500: #FDD835;
  --color-caution-600: #CBAC20;
  --color-caution-700: #A48C22;
  --color-caution-800: #866E04;
  --color-orange: #F1670D;
  --color-orange-dark: #9C4308;
  --color-secondary-100: #FDEFE6;
  --color-secondary-200: #FACAAB;
  --color-secondary-300: #F69C61;
  --color-secondary-400: #FF852B;
  --color-secondary-600: #C74E00;
  --color-secondary-800: #602500;
  --color-lighting-500: #7248B5;
  --color-amazon-200: #FFDBA6;
  --color-amazon-500: #FF9900;
  --color-amazon-700: #A66300;
  --color-access-controller-500: #00994A;
  --color-camera-500: #119E96;
  --color-accessory-500: #A97A3F;
  --color-tags-500: #F52C4F;
  --color-alarm-500: #D23313;
  --color-link-blue: #0063a5;
  --color-divider: #dee5ec;

  /* Typography */
  --font-family-primary: 'Equip', Helvetica, Arial;
  --font-size-h1: 42px;
  --font-size-h2: 28px;
  --font-size-h3: 20px;
  --font-size-body-lg: 18px;
  --font-size-body: 16px;
  --font-size-caption: 14px;
  --font-size-small: 12px;
  --font-size-xs: 11px;

  /* Spacing */
  --spacing-2: 2px;
  --spacing-4: 4px;
  --spacing-5: 5px;
  --spacing-8: 8px;
  --spacing-9: 9px;
  --spacing-10: 10px;
  --spacing-11: 11px;
  --spacing-12: 12px;
  --spacing-14: 14px;
  --spacing-15: 15px;
  --spacing-16: 16px;
  --spacing-20: 20px;
  --spacing-24: 24px;
  --spacing-30: 30px;
  --spacing-32: 32px;
  --spacing-40: 40px;
  --spacing-44: 44px;
  --spacing-50: 50px;
  --spacing-60: 60px;

  /* Radius */
  --radius-none: 0px;
  --radius-sm: 4px;
  --radius-md: 8px;
  --radius-lg: 12px;
  --radius-pill: 20000px;
  --radius-full: 50%;

  /* Shadows */
  --shadow-sm: rgba(0, 0, 0, 0.1) 0px 4.5px 9px 0px;
  --shadow-md: rgba(0, 0, 0, 0.25) 0px 1px 4px 0px;
  --shadow-lg: rgba(0, 0, 0, 0.15) 0px 8px 12px 0px;
  --shadow-inset: rgba(0, 0, 0, 0.15) 0px -1px 8px 0px;
}

8. AI Coding Assistant Prompt

# Ring Design System Specification

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

## Brand Context
Ring’s design is clean, trustworthy, and product-focused. The goal is to convey security and reliability without unnecessary decoration. Colors are functional, typography is geometric and sturdy, spacing follows an 8px logic with some legacy values.

## Color Palette
- Primary Blue: #0063a5 — Logo, links
- Primary Bright Blue: #0074C2 — Buttons, active bullets
- White: #ffffff — Backgrounds, text on dark
- Black: #000000 — Text, icons
- Dark Gray: #121212 — Text
- Neutral-100: #ECECEC — Backgrounds
- Neutral-200: #BDBDBD — Borders
- Neutral-800: #282B2F — Dark backgrounds
- Darkest Grey: #424242 — Inactive text/icons
- Divider: #dee5ec — Dividers
- Negative-500: #D4231A — Errors
- Positive-500: #178019 — Success
- Caution-500: #FDD835 — Warnings
- Orange: #F1670D — Promotions
- Lighting-500: #7248B5 — Lighting products
- Amazon-500: #FF9900 — Amazon tie-in

## Typography
Font family: 'Equip', Helvetica, Arial

| Level | Size | Weight | Line Height | Use |
|-------|------|--------|-------------|-----|
| H1 | 42px | 500 | 1.29 | Page titles |
| H2 | 28px | 500 | 1.5 | Section titles |
| H3 | 20px | 300/500 | 1.5 | Subhead |
| Body-lg | 18px | 700 | 1.56 | Buttons, links |
| Body | 16px | 300–500 | 1.5–1.88 | Body text |
| Caption | 14px | 300–500 | 1.71 | Small notes |
| Small | 12px | 400 | 1.5 | UI hints |
| XS | 11px | 500 | 1.64 | Labels |

## Spacing & Grid
Base: 8px grid. Values: 2, 4, 5, 8, 9, 10, 11, 12, 14, 15, 16, 20, 24, 30, 32, 40, 44, 50, 60px.
Use multiples for margin/padding. Section gaps: 24–40px. Button padding: 10px 16px.

## Border Radius
- none: 0px — data tables
- sm: 4px — inputs
- md: 8px — buttons, cards
- lg: 12px — modals, large cards
- pill: 20000px — badges
- full: 50% — avatars, circular buttons

## Shadows & Depth
- Small: rgba(0,0,0,0.1) 0px 4.5px 9px
- Medium: rgba(0,0,0,0.25) 0px 1px 4px
- Large: rgba(0,0,0,0.15) 0px 8px 12px
- Inset: rgba(0,0,0,0.15) 0px -1px 8px

## Component Specifications

### Primary Button
Default:
```css
background: #121212;
color: #ffffff;
padding: 10px 16px;
border-radius: 8px;
border: none;
font-weight: 700;
font-size: 18px;

Secondary Button

background: transparent;
color: #121212;
border: 1px solid #121212;
padding: 10px 16px;
border-radius: 8px;
font-weight: 700;
font-size: 18px;

Input Field

background: #ffffff;
color: #424242;
border: 1px solid #81919F;
border-radius: 4px;
padding: 13.5px 16px;

Card

background: #ffffff;
border: 1px solid #dee5ec;
border-radius: 8px;
padding: 24px;

Layout & Responsive Rules

Breakpoints:

Mobile: <500px
Tablet: 500–716px
Desktop: >716px Page padding: 16px mobile, 24px desktop.

Interaction Rules

Transition: 150ms ease on hover/focus
Focus outline: 2px solid primary blue
Disabled: opacity 0.5, no pointer

DO

Use only palette colors
Maintain 8px spacing multiples
Use Equip for all text
Keep corner radius consistent by component type
Use shadows sparingly

DON'T

Invent new blues
Mix sharp and rounded corners
Use heavy shadows for decoration
Stretch product images

Code Examples

Primary button:

.btn-primary {
  background: #121212;
  color: #ffffff;
  padding: 10px 16px;
  border-radius: 8px;
  font-weight: 700;
  font-size: 18px;
}

Secondary button:

.btn-secondary {
  background: transparent;
  color: #121212;
  border: 1px solid #121212;
  padding: 10px 16px;
  border-radius: 8px;
  font-weight: 700;
  font-size: 18px;
}

Input:

.input {
  background: #ffffff;
  color: #424242;
  border: 1px solid #81919F;
  border-radius: 4px;
  padding: 13.5px 16px;
}


---

## 9. Summary

**TL;DR** — Ring’s design system is functional, trustworthy, and product-led. Blue for trust, Equip for clarity, 8px grid for order. Minimal shadows, consistent radii, and a palette built for functional states.

**Brand Keywords**  
- security-focused  
- approachable-tech  
- trust-first  
- utility-clean  
- product-priority

Ring Design System: Trust-First Consumer Security UI

Brand Identity

Color Palette

Typography

Design Style

Full Analysis