Kraken
Kraken's website is a clean, trustworthy crypto exchange that uses purple as its commanding brand color. The design operates on white backgrounds with Kraken Purple (#7132f5) creating a distinctive, professional crypto identity.
Homepage Example
Color Palette (11)
Typography (10)
Components (5)
Border Radius
Design Philosophy
Overview
Kraken's website is a clean, trustworthy crypto exchange that uses purple as its commanding brand color. The design operates on white backgrounds with Kraken Purple (#7132f5) creating a distinctive, professional crypto identity.
Colors
Primary
- **Kraken Purple** (#7132f5): Primary CTA, brand accent, links
- **Purple Dark** (#5741d8): Button borders, outlined variants
- **Near Black** (#101114): Primary text
Neutral
- **Cool Gray** (#686b82): Primary neutral
- **Silver Blue** (#9497a9): Secondary text
- **White** (#ffffff): Primary surface
Typography
**Kraken-Brand** for display headings with bold (700) weight and negative tracking. **Kraken-Product** (with IBM Plex Sans fallback) serves as the UI workhorse.
| Token | Size | Weight | Line Height | Letter Spacing |
|---|---|---|---|---|
| Display Hero | 48px | 700 | 1.17 | -1px |
| Section Heading | 36px | 700 | 1.22 | -0.5px |
| Body | 16px | 400 | 1.38 | normal |
Components
Buttons use 12px radius (rounded but not pill). Subtle shadows (`rgba(0,0,0,0.03) 0px 4px 24px`) and green accent (#149e61) for positive states.
Do's and Don'ts
Use Kraken Purple (#7132f5) for CTAs and links. Apply 12px radius on all buttons. Don't use pill buttons — 12px is the max radius for buttons.
Design Insights
Visual Identity & Brand Recognition
What makes Kraken's design system memorable is not any single element but the cohesive interaction of its parts. The #7132f5 brand color, the consistent use of Kraken-Brand across touchpoints, and the predictable component patterns create a recognizable visual language that users come to trust. This kind of systematic brand building is what distinguishes professionally managed design systems from ad-hoc visual decisions. It signals to users that the same care applied to the visual surface extends to the underlying product quality.
Visual Identity & Brand Recognition
What makes Kraken's design system memorable is not any single element but the cohesive interaction of its parts. The #7132f5 brand color, the consistent use of Kraken-Brand across touchpoints, and the predictable component patterns create a recognizable visual language that users come to trust. This kind of systematic brand building is what distinguishes professionally managed design systems from ad-hoc visual decisions. It signals to users that the same care applied to the visual surface extends to the underlying product quality.
Visual Identity & Brand Recognition
What makes Kraken's design system memorable is not any single element but the cohesive interaction of its parts. The #7132f5 brand color, the consistent use of Kraken-Brand across touchpoints, and the predictable component patterns create a recognizable visual language that users come to trust. This kind of systematic brand building is what distinguishes professionally managed design systems from ad-hoc visual decisions. It signals to users that the same care applied to the visual surface extends to the underlying product quality.
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