Find work
Jobs and internships by role, and an Open to Work signal for recruiters. Observed
The system
Fixed, everywhere
- LinkedIn Blue
- the [in] Logo
- pill controls
- regular-weight headlines
The one thing that varies
Which bands and how many chips; illustration or photo per band.
Source: linkedin.com/%20(2026-10-31)
How loud each format gets
Silent
QuietLanding pageDeckProposal page
CalmSocial post
Warm
Loud
Loudest
Our engine's setting, built from their rules.
Every piece passes two checks
Logo hidden
Cover the logo. A single blue for actions, warm greys, regular-weight system type, outline pills and people in circles should still read as LinkedIn.
One blue
Count filled blue elements: more than one per screen and it no longer looks like LinkedIn.
Strategy
The world's largest professional network: where people find jobs, grow their network and learn skills. Published
Grow your network
Find the people you know and message them; conversations lead to opportunity. Observed
Learn skills
Courses by topic through LinkedIn Learning. Observed
Stay informed
Expert posts curated by topic, plus daily games to keep in touch. Observed
Full spec
- For Observed
- Anyone navigating their professional life: job seekers, students, workers, recruiters, marketers and sellers (paraphrase of the homepage and footer).
- Problem Our reading
- Opportunity depends on who you know and what you can show; the work of finding it is scattered (our reading of the mission and vision).
- Promise Published
- Economic opportunity: the right job, connection or skill, through your professional community.
- Mission Published
- Connect the world's professionals to make them more productive and successful.
Proof behind each pillar
- Find work. Open to Work frame: members with it received 40% more InMails from recruiters (LinkedIn, Sept 2020).
- Grow your network. More than 1 billion members in more than 200 countries and territories.
Story Published
LinkedIn began in co-founder Reid Hoffman's living room in 2002 and launched on May 5, 2003. It earns from subscriptions, advertising and recruiting, and joined Microsoft in December 2016. Its 2020 redesign aimed to make the product warmer and simpler and to put the community at the center, with new illustrations of people of every ability, background and industry.
Values
Valuable
Solves a real problem members and customers face (paraphrase).
PublishedSimple
Intuitive, accessible, reliable for every member worldwide (paraphrase).
PublishedTrustworthy
Equitable outcomes, respects privacy, builds trust (paraphrase).
PublishedCategory. Professional network Published
Why them
- Scale: more than 1 billion members in 200+ countries and territories. Published
- Identity: the profile is a professional record people keep up to date, with signals like Open to Work. Published
- One place for jobs, people, learning and expert content. Observed
- Trust as a design principle: equitable outcomes and member privacy. Published
Instead of
Job boards, personal networks and course sites used separately (our reading).
Boilerplate Published
LinkedIn is the world's largest professional network, with more than 1 billion members in more than 200 countries and territories. Its vision is to create economic opportunity for every member of the global workforce. Founded in 2002 and launched May 5, 2003, it has been part of Microsoft since December 2016.
Taglines
Discover new opportunities Observed
Explore jobs and grow your network Observed
Welcome to your professional community Observed
Connect to Opportunity Published
They never claim
- Member count is stated as LinkedIn states it on About (more than 1 billion); never round up or date it.
- The 40% InMail figure is a 2020 early result; quote it with its year or not at all.
The guest homepage sells four jobs to be done, each as a band: find content, find a job, hire, choose software, play, signal Open to Work, connect, learn. Each is one verb-first H2 and a field of chips or one control.
Source: linkedin.comabout.linkedin.com
Personality and voice
Valuablebut not BusyPublished
Simplebut not CleverPublished
Trustworthybut not PushyPublished
Warmbut not CorporatePublished
Professional but human: the 2020 redesign aimed for warmer and simpler.
Full spec
- Sentence case headlines
- Address the reader as you; promise help with their professional life, not features
- Start headlines and buttons with a verb: Discover, Find, Explore, Join, Post, Get started
- Write LinkedIn with a capital I; never Linkedin, Linkdin, LI or other abbreviations
- Use LinkedIn as an adjective (LinkedIn Professional Services); never the possessive LinkedIn's in third-party copy
- Third parties write LinkedIn® with the ® symbol, in plain unstylized characters
- LinkedIn is never the first word or the dominant part of a third-party title
- The company is LinkedIn Corporation; the service is LinkedIn
- Never build words or slogans from the [in] Logo (no [in]vesting, Love[in])
- Cite a Top list as: [Company] ranked [position] on the [year] LinkedIn [list name] List in [country]
- Headlines stay under about 12 words; support lines one or two sentences
HelpfulPlainWarmEncouraging
No voice guide is published. The homepage voice is plain, second person and encouraging; the published brand rules govern how the LinkedIn name is written.
- Sentence case, no exclamation marks
- Write LinkedIn with a capital I, never abbreviated
- Use LinkedIn as an adjective; third parties add ®
- Never make the [in] Logo part of a word
- LinkedIn publishes no voice guide. Its published brand rules are about the name and trademarks; its design principles (Valuable, Simple, Trustworthy) and the 2020 redesign note (warmer, simpler, community front and center) set the intent.
- The guest homepage speaks to one person about their working life: second person, short verb-led headlines (Discover, Find, Explore, Join, Keep), one plain sentence of support under each.
- Sentence case everywhere except the product and directory labels, which are title-cased nouns (Top Content, Business Solutions, News Letters).
- No exclamation marks, no superlatives, no numbers as proof on the homepage: the scale claim (1 billion members) lives on About, not in the hero.
- Never possessive or abbreviated: LinkedIn is used as an adjective, with the registered mark in third-party text.
Their words
opportunityprofessionalconnectnetworkskills
Never
LinkdinLinkedIn's (third-party possessive)[in]-wordplay!
Source: design.linkedin.com/design-principleslinkedin.com/blog/member/product/a-new-look-for-linkedin-from-the-inside-out
- Don’t Linkdin
- Don’t [in]vesting
- Don’t LinkedIn as first word of a third-party title
Source: brand.linkedin.com/business-books-and-media-usagebrand.linkedin.com/in-logolinkedin.com/blog/member/product/a-new-look-for-linkedin-from-the-inside-outlinkedin.com/%20(2026-10-31)
Logo
![LinkedIn: [in] Logo, blue](https://vrvyhhzragbiubbafolx.supabase.co/storage/v1/object/public/steal-public/b/linkedin/in-bug-blue.svg?v=1)
Logo files are the ones linkedin.com itself serves, for the build only. LinkedIn allows the full logo only under licence; stealing this kit never brings these files with it.
A single blue box is recognizable at icon size, so the brand controls the full wordmark tightly and lets members carry the bug.
![Clear space: one [in] Logo on every side](https://vrvyhhzragbiubbafolx.supabase.co/storage/v1/object/public/steal-public/b/linkedin/logo-display-clearspace.png?v=1){kind=logo}
![Do not recolor, combine or build words from the [in] Logo](https://vrvyhhzragbiubbafolx.supabase.co/storage/v1/object/public/steal-public/b/linkedin/inlogo-do-not.jpg?v=1)
Full spec
- Clear space around the LinkedIn Logo = the height/width of one [in] Logo
- Minimum size: the [in] part 21px tall on screen, 0.25 in (6.35mm) in print
- Preferred: blue on solid white; on a solid light ground if white is impractical
- Color online; solid white or black only when color is impractical in print
- [in] Logo: blue, black or white only
- Never enlarge beyond the native file size
- The LinkedIn Logo stands alone, never combined with another logo
- Don’t modify the color or shape of the [in] Logo
- Don’t combine it with other symbols, words, images or designs
- Don’t incorporate it into a word or slogan
- Don’t imply affiliation or endorsement
- Don’t use logos found elsewhere on the web
| Clear space | one [in] Logo height/width |
|---|---|
| Minimum | [in] portion 21px screen; 0.25 in / 6.35mm print |
| Colors | blue preferred; white or black |
| Ground | solid white preferred; solid light ground allowed |
| Format | transparent PNG, other formats on request |
Two marks: the LinkedIn Logo (Linked + [in] box) and the [in] Logo alone. The full logo is licence-only; members may use the [in] Logo to link to their profile, on business cards, in email signatures, with their QR code or in a row of social icons.
Source: brand.linkedin.com/linkedin-logobrand.linkedin.com/in-logo
Color
Join now
Join now
A single blue owns every action and the logo, so the warm neutrals around it read calm and the blue reads as "do this".
Full spec
- Blue only for the logo, the primary action, outline actions and links
- Neutrals are warm, never cool greys
- Text as black at 90/75/60% opacity
- Rust for editorial headlines only
The guidelines name no hex values; they set blue as the preferred logo color on white and allow blue, black or white for the [in] Logo. On the site, LinkedIn Blue #0A66C2 is the only saturated UI color; grounds are white, a warm grey #F3F2F0 and sand #F1ECE5/#EAE6DF; text is 90/75/60% black; rust #B24020 marks editorial headlines.
Not published: any hex, CMYK or Pantone value; color ratios.
Source: brand.linkedin.com/linkedin-logobrand.linkedin.com/in-logolinkedin.com/%20(2026-10-31)
Typography
Discover new opportunities
The platform feels native on every device and loads nothing.
Full spec
| Their face | Use | License | Open stand-in |
|---|---|---|---|
| System UI font (SF Pro / Segoe UI / Roboto) | Headlines 400 | System fonts, already on the device: no licence or download needed | Roboto Roboto is in LinkedIn's own stack (Android) and the closest open width match; pages should use the system stack itself. |
| System UI font | Body 400, controls 600 | System fonts, no licence needed | Roboto |
- For a page build set every font-family to the system stack (tokens.css --font-body-original / --font-display-original: -apple-system, system-ui, Segoe UI, Roboto ...). It is what LinkedIn renders, needs no licence, and loads nothing. Do not load Roboto or any Google font for the page; Roboto is only the kit stand-in for engines that need a named web font
- Headlines 400 at 48/32/24, never bold
- Controls and footer links 600
- Line heights 1.25 for heads, 1.5 for body
- Tracking normal everywhere
No typeface is published. linkedin.com uses the system UI stack (SF Pro, Segoe UI, Roboto...). Headlines are regular 400, never bold; every control is 600.
Not published: a brand typeface or scale.
Source: linkedin.com/%20(2026-10-31)
Graphic elements
Do Only the primary action is filled LinkedIn Blue #0A66C2; every other control is a transparent 24px-radius pill with a 1px inset ring.
One blue pill · nav Join now and the closing Get started
Do A wrapping field of outline pills in the right column beside a short H2, ending in a blue Show all.
Chip wall · topic, job, software and game bands
Do Real people photographed at work, cropped to a circle, sometimes huge and cut by the page edge.
Circle-cropped photo · carousel and Who is LinkedIn for
Do Flat, warm, muted palette (sand, terracotta, sage, teal, pale blue), diverse people working; no outlines, soft shapes.
Warm flat illustration · hero, tiles, closing city
Do H2s on the editorial bands go #B24020, the body stays black.
Rust editorial headlines · grey and sand bands
Specimens use sample copy, not LinkedIn’s.
Few, soft devices keep the attention on people and actions.
Full spec
- 24px pills for every control
- Circles for photos
- Square, borderless color blocks for bands and rows
Outline pills, circle-cropped photos, flat warm illustrations and full-bleed warm grounds. No gradients, shadows or borders on the page; rings are 1px inset shadows.
Source: linkedin.com/%20(2026-10-31)
Iconography
Icon + label reads instantly at a glance.
Full spec
- Solid, single color
- Always labelled in the nav
Solid 24px glyphs (rocket, people, play screen, briefcase, puzzle) in 60% black over 12px labels.
Not published: an icon grid or stroke rules.
Source: linkedin.com/%20(2026-10-31)
Illustration
LinkedIn says its illustrations show people of different abilities, backgrounds and industries so everyone can see themselves, and each has a dark-mode version.
Full spec
- Show a range of people, abilities and jobs beyond tech
- Flat color, no outlines or 3D
- Provide a dark-mode variant
Flat, warm vector scenes of diverse people at work and at home: muted sand, terracotta, sage, teal and pale blue, no outlines.
Source: linkedin.com/blog/member/product/a-new-look-for-linkedin-from-the-inside-outlinkedin.com/pulse/introducing-dark-mode-linkedina-night-day-difference-george-penstonlinkedin.com/%20(2026-10-31)
Photography
Shows the community, not the product chrome.
Full spec
- Candid, people-first
- Circle crop on product marketing
Real people working together in natural light, warm tones, cropped to circles on the homepage; rectangular with a diagonal color wedge on the brand site.
Not published: a photography guide.
Source: linkedin.com/%20(2026-10-31)brand.linkedin.com/linkedin-logo
Motion
Not published.
Full spec
Not published. The homepage has one carousel and color-only hovers.
- Keep motion functional
Not published: durations, easing.
Source: linkedin.com/%20(2026-10-31)
Interface & layout
The page, band by band
Navigation
Hero
Topic chips
Job chips
Post a job
Software chips
Games chips
Open to Work carousel
Two tiles
Who is LinkedIn for
Join closing
Directory footer
Legal row
Buttons
Full spec
A 1128px column with 156px margins at 1440; most bands are a 429px text column beside a right column of chips or media.
Measured from linkedin.com's Measured with Playwright (headless Chrome) on the guest homepage at 1440 and 390, 2026-10-31; logo, name and trademark rules from brand.linkedin.com..
Spacing
| Measure | Desktop | Phone |
|---|---|---|
| Page margin | 156px | 16px |
| Section padding | 60px | 56px |
| Hero text width | max 429px, centered | full width |
| Card gap | 16px | 16px |
| Navigation | 80px | 80px |
Type, at size
Hero H1 / closing H2
System UI font (SF Pro / Segoe UI / Roboto) · 48px (phone 32) · line 1.25 · weight 400
Section H2
System UI font (SF Pro / Segoe UI / Roboto) · 32px (phone 24) · line 1.25 · weight 400
Lead / carousel body / link rows
System UI font · 20px (phone 16) · line 1.5 · weight 400
Buttons, chips
System UI font · 16px (phone 14) · line 1.5 · weight 600
Footer column head
System UI font · 16px · line 1.25 · weight 600
Footer link
System UI font · 14px · line 1.25 · weight 600
Nav label, legal
System UI font · 12px · line 1.25 · weight 400
- Motion
- Not published. The homepage carousel slides horizontally; hover changes are color-only
- Buttons
- pill
Page anatomy
How LinkedIn’s own landing pages are built, observed on linkedin.com, 2026-10-31. The full measurements are in spec.md.
- Navigation
- White sticky bar. Desktop: full wordmark left; five icon-over-label product links, a 1px divider, then Sign in (blue outline pill) and Join now (blue filled pill) right. Phone: [in] bug left with the two pills right, and the five icon links as a second row under them.
- Hero
- Two columns on white: left a 48px headline, the sign-in pair (Google, then email), a 12px legal line and a "New to LinkedIn? Join now" line; right a large flat illustration of a man on a laptop in a chair before a bookcase, bleeding off the right edge.
- Explore top LinkedIn content (topic chips)
- Full-bleed warm grey band: H2 and one lead line in the left column, outline topic chips wrapping in the right column, ending in a blue Show all chip.
- Find the right job or internship for you (job chips)
- White band, same two-column layout as above, no lead line; ten job-role chips and a smaller Show more toggle with a chevron.
- Post your job for millions of people to see
- Short full-bleed sand band with one centred rust headline and a blue outline Post a job pill under it.
- Discover the best software tools
- White band, two columns: H2 plus lead left, ten software-category chips plus a blue Show all right.
- Keep your mind sharp with games
- White band, two columns: H2 plus lead left, seven game-name chips right.
- Open to Work carousel
- Full-bleed grey band holding a one-slide-at-a-time horizontal carousel: rust H2 and a body paragraph left, a 450px circular photo right, a round dark next arrow at the right edge of the content.
- Two tiles: Connect with people / Learn the skills
- White band with two equal tiles side by side, each a 256px square illustration, a 32px two-line H2 and one control.
- Who is LinkedIn for?
- A 720px-wide grey block from the left page edge holds a rust H2, one line and three sand link rows with chevrons; a huge 840px circle photo of two colleagues at a laptop overlaps from the right and is cut by the viewport edge.
- Join your colleagues (closing)
- Tall closing band: 48px two-line headline and a blue Get started pill at top-left over a full-bleed illustrated city street (sky fading to pale blue, offices and cafés along the bottom).
- Footer
- Two parts: a warm grey directory (blue wordmark left, four link columns) and a white legal row with a small black wordmark, © 2026 and 11 links.
Source: linkedin.com/%20(2026-10-31)
In use
A new look for LinkedIn (2020 redesign) · 2020
It makes a utility feel like a community. Our reading
Full spec
How our engine applies LinkedIn's look to each format. This is our recipe from the observed site, not something LinkedIn publishes. Level = how much color the format carries (0 plain, 5 full).
- A new look for LinkedIn (2020 redesign). September 2020: the first major redesign in about five years, warmer and simpler, with new inclusive illustrations, Stories and the Open to Work frame; dark mode followed. linkedin.com/blog/member/product/a-new-look-for-linkedin-from-the-inside-out
| Format | What they did | Source |
|---|---|---|
| social icon row | Members may place the [in] Logo in a row of social icons in blue, black or white on any background color. | brand.linkedin.com/in-logo |
Our setting for each format
| Format | Loudness | Must appear | What varies |
|---|---|---|---|
| Landing page | Build it the way linkedin.com is built (kit.spec.page): white sticky nav with icon links and blue pills; 48px regular sentence-case H1 left with an illustration bleeding right; alternating white and warm grey (#F3F2F0) full-bleed bands of H2-left / chips-right; rust (#B24020) editorial headlines on grey and sand bands; circle-cropped people photos; a closing 48px headline with one blue Get started; grey directory footer and white legal row. System UI font, 400 heads, 600 controls. | which bands, chips or tiles; illustration or photo per band | |
| Deck | White slides, regular-weight headlines, one blue accent per slide, people in circles | warm grey section dividers | |
| Proposal page | White ground, plain second-person copy, one blue pill CTA | a grey band for the plan | |
| Social post | One warm flat illustration or circle photo, short verb-first line | sand or grey ground |
Ads
Rules
Do
- Don't copy LinkedIn's website design, typeface, colors, graphics or imagery for a LinkedIn-related business (the guide's rule for third parties)
- Don't register domains containing LinkedIn
- Badges only as provided; don't make your own
Don’t
Source: brand.linkedin.com/business-books-and-media-usagebrand.linkedin.com/badges-and-programsbrand.linkedin.com/en-us
Steal this kit
Your name and logo, LinkedIn’s system.
Comes with you
- Color roles and how much of each
- Type pairing, with open fonts
- Voice rules the writing check enforces
- Icon, photo, illustration and motion recipes
- The strategy frame, to fill with yours
Stays yours
- Your name and logo
- Your proof: numbers, customers, quotes
- Your purpose and claims. Theirs aren’t yours to make
Use this kit for my brand Use this brand in Claude
Hand it to a developer
- spec.mdEvery value and rule
- tokens.cssCSS variables
- tokens.jsonDesign tokens (DTCG)
- kit.jsonWhat our engines read
Your brand next
Get your brand audit Put your brand in Claude What goes in a brand book
What LinkedIn doesn’t publish
- Color hex, CMYK or Pantone values: not published (all hex here observed on linkedin.com 2026-10-31).
- A brand typeface and type scale: not published (the site uses the system UI stack).
- Voice and tone guidance: not published (voice here is observed; design principles are published).
- Photography, illustration, iconography and motion guides: not published.
- A layout grid or spacing scale: not published.
- Hero headline rotates between visits; three variants observed the same day.
Each value is marked published, observed, our reading or our recipe, with its source. Checked 2026-10-31. Not affiliated with LinkedIn.