Rivian
rivian.comThe reference for staging a physical product as sculpture: full-bleed cinematic vehicle photography, restraint everywhere, and a single rationed Solar Yellow #ffac00 that carries the only CTA in an otherwise graphite-and-white system.
Automotive flagship
Design tokens
background
surface
text
textMuted
accent
border
tone1
tone2
- display
- Liga
- body
- Adventure
- mono
Do / Don't
Reference it for
- Full-bleed hero photography of the product in a real environment (street, not studio), headline and copy set flush-left over the image at ~72px display weight
- A single rationed accent (Solar Yellow #ffac00) reserved for the primary CTA only, everything else graphite #151515 / concrete #e5e7eb / paper #ffffff
- Fully-pill buttons (border-radius 9999px): one solid white fill, one hairline outline ghost, sat side by side over the image
- Circular ghost carousel arrows (semi-transparent white discs) pinned to the vertical centre, plus a single pill page indicator centred at the base
- Near-black display type at heavy weight so the headline reads as architecture; tight two-line stacking (Choose your / own savings)
- Superscript footnote markers on offer copy (0.99% APR-1, lease-2) for compliant automotive/finance detail
- Generous negative space and hairline borders as the only dividers, no boxes or fills around content
- Rationed paint-swatch accent set (Canyon Orange #e84826, Forest Green #629b5c, Sky Blue #77afd8) usable for configurator chips against the neutral base
Do not copy
- The Rivian wordmark, the R1S/R1T model names, and the vertical light-bar / oval-headlight vehicle face
- The Adventure and Liga custom typefaces (Rivian-proprietary); substitute a confident neutral grotesque
- Solar Yellow #ffac00 as a literal brand colour lift; borrow the one-accent discipline, not the exact hex
- The specific finance offer copy (APR, lease terms) and its footnote language
- Real-street lifestyle photography of the actual vehicle and models
- The paint-swatch accent quintet used verbatim as a palette