{
  "schema": "brand-kit@2",
  "palette": {
    "paper": "#FFFFFF",
    "surface": "#F3F2F0",
    "ink": "#191919",
    "ink_muted": "#666666",
    "accent": "#0A66C2",
    "on_accent": "#FFFFFF",
    "accent_secondary": "#B24020",
    "night": "#191919",
    "on_night": "#FFFFFF",
    "extras": [
      {
        "name": "LinkedIn Blue",
        "hex": "#0A66C2",
        "role": "accent: primary buttons (Join now, Get started), outline-button text and ring, inline links, the logo",
        "prov": "observed",
        "source": "https://brand.linkedin.com/in-logo",
        "source_note": "fill of the [in] Logo SVG on brand.linkedin.com and the logo/button color on linkedin.com (2026-10-31); no hex is printed in the guidelines"
      },
      {
        "name": "Blue hover",
        "hex": "#004182",
        "role": "hover: primary fill, outline-button text, legal-link text",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "name": "Blue tint hover",
        "hex": "#70B5F9",
        "role": "hover ground of blue outline buttons at 10% alpha: rgba(112,181,249,0.1)",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "name": "Ink 90",
        "hex": "#191919",
        "role": "ink: headlines and body, set as rgba(0,0,0,0.9) on the site (renders #191919 on white)",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "name": "Ink 75",
        "hex": "#404040",
        "role": "outline chips and secondary buttons: text and 1px ring, set as rgba(0,0,0,0.75)",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "name": "Ink 60",
        "hex": "#666666",
        "role": "muted: nav labels, legal line, footer links (rgba(0,0,0,0.6) or #666666)",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "name": "Hairline 30",
        "hex": "#B3B3B3",
        "role": "the 1px vertical divider in the nav, rgba(0,0,0,0.3)",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "name": "Warm grey",
        "hex": "#F3F2F0",
        "role": "surface: full-bleed grey bands (content topics, carousel, Who is LinkedIn for, directory footer)",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "name": "Sand",
        "hex": "#F1ECE5",
        "role": "the Post a job band ground",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "name": "Sand row",
        "hex": "#EAE6DF",
        "role": "Who is LinkedIn for link rows",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "name": "Sand row hover",
        "hex": "#E1DAD0",
        "role": "hover of the link rows",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "name": "Rust",
        "hex": "#B24020",
        "role": "accent_secondary: the warm headline color for the editorial bands (Post your job, Open to work carousel, Who is LinkedIn for)",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "name": "Black",
        "hex": "#000000",
        "role": "the small footer wordmark; carousel arrow at 75% alpha",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "name": "Google blue",
        "hex": "#1A73E8",
        "role": "third-party: Google's own Continue with Google button (rendered by Google, not a LinkedIn color)",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "name": "Sky (illustration)",
        "hex": "#DFEFFF",
        "role": "the pale blue sky of the closing city illustration (inside the supplied image, never a CSS ground)",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      }
    ]
  },
  "typography": {
    "display": {
      "family": "Roboto",
      "weight": 400,
      "tracking": 0,
      "line_height": 1.25,
      "fallback_stack": "-apple-system, system-ui, BlinkMacSystemFont, \"Segoe UI\", Roboto, \"Helvetica Neue\", \"Fira Sans\", Ubuntu, Oxygen, \"Oxygen Sans\", Cantarell, \"Droid Sans\", \"Apple Color Emoji\", \"Segoe UI Emoji\", \"Segoe UI Symbol\", \"Lucida Grande\", Helvetica, Arial, sans-serif",
      "real": "The operating system UI face: SF Pro on Apple devices, Segoe UI on Windows, Roboto on Android (the site sets a system font stack, no web font)",
      "stand_in": true,
      "prov": "observed",
      "source": "https://www.linkedin.com/ (2026-10-31)",
      "site": {
        "weight": 400,
        "size_px": "48 hero H1 and closing H2 (32 phone hero, 24 phone closing); 32 section H2 (24 phone)",
        "line_height": "60px at 48, 40px at 32, 30px at 24 (1.25)",
        "tracking": "normal",
        "color": "rgba(0,0,0,0.9) = #191919, or #B24020 on editorial bands",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      }
    },
    "body": {
      "family": "Roboto",
      "weight": 400,
      "tracking": 0,
      "line_height": 1.5,
      "scale": 1,
      "fallback_stack": "-apple-system, system-ui, BlinkMacSystemFont, \"Segoe UI\", Roboto, \"Helvetica Neue\", \"Fira Sans\", Ubuntu, Oxygen, \"Oxygen Sans\", Cantarell, \"Droid Sans\", \"Apple Color Emoji\", \"Segoe UI Emoji\", \"Segoe UI Symbol\", \"Lucida Grande\", Helvetica, Arial, sans-serif",
      "real": "System UI face (as display)",
      "stand_in": true,
      "prov": "observed",
      "source": "https://www.linkedin.com/ (2026-10-31)",
      "site": {
        "weights": "400 body and lead; 600 every button, chip, nav action and footer link",
        "sizes_px": "20 lead (16 phone), 16 buttons and chips (14 phone), 14 footer links, 12 nav labels and legal",
        "line_height": "30px at 20, 24px at 16, 21px at 14 (chips, phone), 17.5px at 14 (footer), 18px at 12",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      }
    },
    "calibration": "LinkedIn publishes no typeface; linkedin.com and its guest homepage set the platform's own UI font through a system stack (-apple-system, system-ui, Segoe UI, Roboto, Helvetica Neue ...), observed 2026-10-31. FOR A PAGE BUILD: use that exact stack, which the hand-off gives as --font-display-original / --font-body-original. A system font needs no licence and no download: it is already on the viewer's device, and it is exactly what LinkedIn renders. Do not load Roboto or any web font for the page. Roboto is only the kit's open stand-in for engines that must name a Google font (it is the Android member of LinkedIn's own stack). Rendered widths, Chrome on macOS: 'Discover new opportunities' 48px/400 is 531px in the system face, 581 Roboto, 621 Inter, 604 Public Sans; 'Soft Skills & Emotional Intelligence' 16px/600 is 245px system, 251 Roboto, 265 Inter. Roboto is the closest width; if it must stand in at display sizes, set letter-spacing -0.02em."
  },
  "style": {
    "button_shape": "pill",
    "button_note": "Every button, chip and nav action is a 24px-radius pill: filled LinkedIn Blue for the one primary action, otherwise transparent with a 1px inset ring (box-shadow 0 0 0 1px) in blue or 75% black. 48px tall desktop, 40px for the hero sign-in pair, 35px chips on phone.",
    "corners": "Square cards and rows (0 radius); pills only on controls; photos cropped to circles; the learning select box is 8px",
    "linework": "1px rings drawn as inset box-shadow, never borders; one 1px 30% black divider in the nav",
    "motion": "Not published. The homepage carousel slides horizontally; hover changes are color-only",
    "prov": "observed",
    "source": "https://www.linkedin.com/ (2026-10-31)"
  },
  "voice": {
    "tone": [
      "Helpful",
      "Plain",
      "Warm",
      "Encouraging"
    ],
    "notes": [
      "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."
    ],
    "rules": [
      {
        "id": "headline-case",
        "kind": "headline_case",
        "value": "sentence",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "id": "second-person",
        "kind": "guidance",
        "text": "Address the reader as you; promise help with their professional life, not features",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "id": "verb-first",
        "kind": "guidance",
        "text": "Start headlines and buttons with a verb: Discover, Find, Explore, Join, Post, Get started",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "id": "no-exclaim",
        "kind": "banned_punctuation",
        "value": "!",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "id": "name-spelling",
        "kind": "guidance",
        "text": "Write LinkedIn with a capital I; never Linkedin, Linkdin, LI or other abbreviations",
        "prov": "published",
        "source": "https://brand.linkedin.com/business-books-and-media-usage"
      },
      {
        "id": "no-possessive",
        "kind": "guidance",
        "text": "Use LinkedIn as an adjective (LinkedIn Professional Services); never the possessive LinkedIn's in third-party copy",
        "prov": "published",
        "source": "https://brand.linkedin.com/business-books-and-media-usage"
      },
      {
        "id": "registered-mark",
        "kind": "guidance",
        "text": "Third parties write LinkedIn® with the ® symbol, in plain unstylized characters",
        "prov": "published",
        "source": "https://brand.linkedin.com/business-books-and-media-usage"
      },
      {
        "id": "not-first-word",
        "kind": "guidance",
        "text": "LinkedIn is never the first word or the dominant part of a third-party title",
        "prov": "published",
        "source": "https://brand.linkedin.com/business-books-and-media-usage"
      },
      {
        "id": "company-name",
        "kind": "guidance",
        "text": "The company is LinkedIn Corporation; the service is LinkedIn",
        "prov": "published",
        "source": "https://brand.linkedin.com/business-books-and-media-usage"
      },
      {
        "id": "no-in-wordplay",
        "kind": "guidance",
        "text": "Never build words or slogans from the [in] Logo (no [in]vesting, Love[in])",
        "prov": "published",
        "source": "https://brand.linkedin.com/in-logo"
      },
      {
        "id": "top-list-cite",
        "kind": "guidance",
        "text": "Cite a Top list as: [Company] ranked [position] on the [year] LinkedIn [list name] List in [country]",
        "prov": "published",
        "source": "https://brand.linkedin.com/badges-and-programs"
      },
      {
        "id": "plain-length",
        "kind": "max_words",
        "value": 12,
        "text": "Headlines stay under about 12 words; support lines one or two sentences",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      }
    ],
    "approved": {
      "phrases": [
        "Discover new opportunities",
        "Join now",
        "Get started",
        "professional community",
        "economic opportunity"
      ],
      "words": [
        "opportunity",
        "professional",
        "connect",
        "network",
        "skills"
      ]
    },
    "banned": [
      "Linkdin",
      "LinkedIn's (third-party possessive)",
      "[in]-wordplay",
      "!"
    ],
    "is_not": [
      [
        "Helpful",
        "Pushy"
      ],
      [
        "Plain",
        "Corporate"
      ],
      [
        "Warm",
        "Casual"
      ],
      [
        "Encouraging",
        "Hype"
      ]
    ],
    "prov": "observed",
    "source": "https://www.linkedin.com/ (2026-10-31)"
  },
  "spec": {
    "source": "https://www.linkedin.com/",
    "how": "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.",
    "provenance": "observed",
    "motion": [
      {
        "name": "carousel",
        "easing": "not published",
        "use": "Open to Work carousel slides one 1174px step horizontally on the next arrow; rest state is slide 1",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      }
    ],
    "icons": {
      "grid": "24px (16px small)",
      "stroke": "solid filled glyphs, no strokes",
      "color": "#666666 in the nav (rgba(0,0,0,0.6)), currentColor elsewhere",
      "rule": "one solid glyph above a 12px label; no colored icons",
      "prov": "observed",
      "source": "https://www.linkedin.com/ (2026-10-31)"
    },
    "breakpoints": {
      "phone_max": 767,
      "all": [
        767
      ],
      "prov": "observed",
      "source": "https://www.linkedin.com/ (2026-10-31)",
      "note": "layout switches between 767 and 768px"
    },
    "signature": [
      {
        "id": "blue-pill",
        "name": "One blue pill",
        "where": "nav Join now and the closing Get started",
        "spec": "Only the primary action is filled LinkedIn Blue #0A66C2; every other control is a transparent 24px-radius pill with a 1px inset ring",
        "dont": "fill secondary actions or use square buttons",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "id": "chip-wall",
        "name": "Chip wall",
        "where": "topic, job, software and game bands",
        "spec": "A wrapping field of outline pills in the right column beside a short H2, ending in a blue Show all",
        "dont": "turn chips into cards or tags with fills",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "id": "circle-photo",
        "name": "Circle-cropped photo",
        "where": "carousel and Who is LinkedIn for",
        "spec": "Real people photographed at work, cropped to a circle, sometimes huge and cut by the page edge",
        "dont": "rectangular stock photos or rounded-rectangle frames",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "id": "warm-flat-illustration",
        "name": "Warm flat illustration",
        "where": "hero, tiles, closing city",
        "spec": "Flat, warm, muted palette (sand, terracotta, sage, teal, pale blue), diverse people working; no outlines, soft shapes",
        "dont": "glossy 3D, gradients-as-style or icon tiles in illustration slots",
        "prov": "published",
        "source": "https://www.linkedin.com/blog/member/product/a-new-look-for-linkedin-from-the-inside-out",
        "also": [
          "https://www.linkedin.com/pulse/introducing-dark-mode-linkedina-night-day-difference-george-penston/"
        ]
      },
      {
        "id": "rust-editorial",
        "name": "Rust editorial headlines",
        "where": "grey and sand bands",
        "spec": "H2s on the editorial bands go #B24020, the body stays black",
        "dont": "use rust for body or buttons",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      }
    ],
    "page": {
      "source": "https://www.linkedin.com/",
      "date": "2026-10-31",
      "prov": "observed",
      "voices": "One voice. The guest homepage (and any landing page built from this spec) is plain product help: sentence-case, verb-first headlines, one support line, pill actions. The brand guidelines govern only the name, logos and trademarks, which this page already obeys. LinkedIn rotates the hero headline per visit (Discover new opportunities / Explore jobs and grow your network / Welcome to your professional community). FONT: use the system stack (--font-body-original), not Roboto. BUILD: desktop H1 \"Discover new opportunities\" (one line); phone H1 \"Explore jobs and grow your network\" (two centred lines). Two spans toggled by a 768px media query are fine.",
      "nav": {
        "summary": "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.",
        "ground": "#FFFFFF, no border, no shadow at rest",
        "height": "80px desktop (y 0-80); phone: 64px top row + a 52px icon row (icons y 78, labels y 103), hero starts about y 128",
        "border": "none",
        "logo": {
          "variant": "Full LinkedIn wordmark in LinkedIn Blue #0A66C2 (Linked + the [in] box) on desktop; [in] bug only (26x26) on phone",
          "px": "102x26 desktop at x 156, y 25; phone bug 26x26 at x 16, y 25",
          "position": "left, aligned to the 156px content edge",
          "file": "https://brand.linkedin.com/downloads",
          "phone_file": "https://brand.linkedin.com/downloads"
        },
        "links": {
          "count": 5,
          "labels": "Top Content, People, Learning, Jobs, Games",
          "icons": "rocket, people, play-screen, briefcase, puzzle piece: 24px solid icons in #666666 (supplied SVGs)",
          "size": "label 12px/15px 400 #666666 under a 24px icon (icon y 18, label y 43); hover text rgba(0,0,0,0.9)",
          "weight": 400,
          "color": "#666666",
          "alignment": "right group: items about 80px apart, first icon centred at x 673, last at x 997; divider 1px x 37px rgba(0,0,0,0.3) at x 1037, y 20"
        },
        "actions": "Sign in: 99x48 at x 1062, y 14, transparent, text #0A66C2 16px/24px 600, 1px inset ring #0A66C2, radius 24, padding 12px 24px. Join now: 115x48 at x 1169, #0A66C2 fill, white text, same type and radius. 8px gap.",
        "sticky": true,
        "phone": "Row 1: [in] bug x 16; Sign in 99x48 at x 152 and Join now 115x48 at x 259 (y 14). Row 2: the five icon+label links spread evenly across 390px (labels at x 16, 106, 173, 256, 322). No hamburger."
      },
      "hero": {
        "summary": "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.",
        "desktop": {
          "band": "y 80-688, white, padding-top 48",
          "text_column": "x 156, width 429 (sign-in controls 400 wide)",
          "h1": "\"Discover new opportunities\" 48px/60px 400 #191919, one line, y 128, width 572 (wider than the column: let it run)",
          "google_button": "400x40 at y 212: #1A73E8 fill, radius 20, white 14px 500 \"Continue with Google\" centred, a 32px white circle holding the colored G at the left of the label (Google renders this)",
          "email_button": "400x40 at y 268: transparent, 1px inset ring rgba(0,0,0,0.75), radius 24, 16px/24px 600 #404040 \"Sign in with email\" centred, padding 8px 24px",
          "legal": "y 332, 400 wide, 12px/18px 400 #666666 centred, two lines; User Agreement, Privacy Policy, Cookie Policy are 600 #0A66C2 links",
          "join_line": "y 406 (text top; 50px under the legal block): \"New to LinkedIn?\" 16px/24px #191919 + \"Join now\" 600 #0A66C2, centred over the 429px column",
          "media": "illustration 700x560 at x 776, y 128 (ends at x 1476: clipped by the viewport, overflow hidden), no frame, no radius"
        },
        "phone": {
          "order": "H1, Google button, email button, legal, Join line, illustration",
          "alignment": "everything centred",
          "h1": "\"Explore jobs and grow your network\" 32px/40px 400, two lines, centred, y about 160",
          "buttons": "both 358x40 (x 16), Google at about y 272, email y 328",
          "legal": "12px/18px centred, y 392, two lines",
          "join_line": "centred, y 460",
          "media": "illustration in a 374x214 box at x 8, y 500, object-fit contain (draws about 267x214, centred); grey band starts right under it at y 714"
        },
        "at_rest": "Static. No animation on the hero.",
        "media": "https://static.licdn.com/aero-v1/sc/h/dxf91zhqd2z6b0bwg85ktm5s4",
        "type": "48/60 400 desktop, 32/40 phone",
        "cta": "Continue with Google (Google blue) and Sign in with email (outline). The blue Join now lives in the nav and the inline link.",
        "proof": "none in the hero"
      },
      "sections": [
        {
          "name": "Explore top LinkedIn content (topic chips)",
          "summary": "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.",
          "ground": "#F3F2F0 full bleed",
          "desktop": {
            "band": "y 688-1048 (360), padding 60px 0",
            "left": "x 156, width 429: H2 \"Explore top LinkedIn content\" 32px/40px 400 #191919 at y 748; lead \"Discover relevant posts and expert insights — curated by topic and in one place.\" 20px/30px #191919 at y 800, two lines",
            "right": "chips from x 657, y 748 (column x 657-1284): rows \"Career, Productivity, Finance\" / \"Soft Skills & Emotional Intelligence, Project Management\" / \"Education, Technology, Leadership, Ecommerce\" / \"Show all\" (blue)",
            "chip": "16px/24px 600 #404040 (rgba(0,0,0,0.75)), padding 12px 24px, height 48, radius 24, transparent fill, 1px inset ring rgba(0,0,0,0.75) via box-shadow 0 0 0 1px; gap 8px across, 12px down (row step 60px); wrap left-aligned"
          },
          "phone": {
            "band": "y 714-1175, padding 56px 16px",
            "stack": "H2 24px/30px at y 770, lead 16px/24px, chips start 24px below",
            "chip": "14px/21px 600, padding 7px 16px, height 35, radius 24, same ring; gap 8px across, 12px down (row step 47px)"
          },
          "anatomy": [
            "Show all chip: #0A66C2 text and 1px #0A66C2 ring, same pill",
            "Chips are links, not buttons: no fill at rest; hover fill rgba(0,0,0,0.04) and text rgba(0,0,0,0.9)"
          ],
          "components": [
            "chip_outline",
            "chip_blue"
          ]
        },
        {
          "name": "Find the right job or internship for you (job chips)",
          "summary": "White band, same two-column layout as above, no lead line; ten job-role chips and a smaller Show more toggle with a chevron.",
          "ground": "#FFFFFF",
          "desktop": {
            "band": "y 1048-1474, padding 60px 0",
            "left": "H2 two lines \"Find the right job or internship / for you\" 32px/40px at y 1108, width 429",
            "right": "chips from y 1108: \"Engineering, Business Development, Finance\" / \"Administrative Assistant, Retail Associate, Customer Service\" / \"Operations, Information Technology, Marketing\" / \"Human Resources\"; then Show more at y 1356",
            "chip": "16px/24px 600 #404040 (rgba(0,0,0,0.75)), padding 12px 24px, height 48, radius 24, transparent fill, 1px inset ring rgba(0,0,0,0.75) via box-shadow 0 0 0 1px; gap 8px across, 12px down (row step 60px); wrap left-aligned",
            "show_more": "133x35, 14px 600 #404040, padding 6px 16px, 1px ring rgba(0,0,0,0.75), radius 24, 16px chevron-down after the label"
          },
          "phone": {
            "band": "H2 at y 1231 (two lines), chips from y 1315",
            "chip": "14px/21px 600, padding 7px 16px, height 35, radius 24, same ring; gap 8px across, 12px down (row step 47px)"
          },
          "anatomy": [
            "No lead paragraph in this band",
            "Show more is a button (not a link) and smaller than the chips"
          ],
          "components": [
            "chip_outline",
            "show_more"
          ]
        },
        {
          "name": "Post your job for millions of people to see",
          "summary": "Short full-bleed sand band with one centred rust headline and a blue outline Post a job pill under it.",
          "ground": "#F1ECE5 full bleed",
          "desktop": {
            "band": "y 1474-1734 (260), padding 64px 0",
            "h2": "\"Post your job for millions of people to see\" 32px/40px 400 #B24020, centred, one line, y 1538",
            "button": "Post a job 122x48 centred at y 1610: transparent, #0A66C2 text and 1px ring, radius 24"
          },
          "phone": {
            "band": "y 1672-1919, padding 48px 32px",
            "h2": "24px/30px #B24020 centred, two lines",
            "button": "98x35 (14px), LEFT-aligned at x 32, its top 24px under the headline bottom"
          },
          "anatomy": [
            "The only centred band on desktop: every other band is left column / right column"
          ],
          "components": [
            "button_outline_blue"
          ]
        },
        {
          "name": "Discover the best software tools",
          "summary": "White band, two columns: H2 plus lead left, ten software-category chips plus a blue Show all right.",
          "ground": "#FFFFFF",
          "desktop": {
            "band": "y 1734-2154, padding 60px 0",
            "left": "H2 two lines \"Discover the best software / tools\" at y 1794; lead \"Connect with buyers who have first-hand experience to find the best products for you.\" 20px/30px at y 1886",
            "right": "chips: \"E-Commerce Platforms, CRM Software\" / \"Human Resources Management Systems, Recruiting Software\" / \"Sales Intelligence Software, Project Management Software\" / \"Help Desk Software, Social Networking Software\" / \"Desktop Publishing Software, Show all (blue)\"",
            "chip": "16px/24px 600 #404040 (rgba(0,0,0,0.75)), padding 12px 24px, height 48, radius 24, transparent fill, 1px inset ring rgba(0,0,0,0.75) via box-shadow 0 0 0 1px; gap 8px across, 12px down (row step 60px); wrap left-aligned"
          },
          "phone": {
            "band": "H2 one line 24px at y 1975, lead two lines, chips from y 2089, mostly one per row",
            "chip": "14px/21px 600, padding 7px 16px, height 35, radius 24, same ring; gap 8px across, 12px down (row step 47px)"
          },
          "anatomy": [
            "Show all shares the last row with the last grey chip"
          ],
          "components": [
            "chip_outline",
            "chip_blue"
          ]
        },
        {
          "name": "Keep your mind sharp with games",
          "summary": "White band, two columns: H2 plus lead left, seven game-name chips right.",
          "ground": "#FFFFFF",
          "desktop": {
            "band": "y 2154-2450, padding 60px 0",
            "left": "H2 two lines \"Keep your mind sharp with / games\" at y 2214; lead \"Take a break and reconnect with your network through quick daily games.\" at y 2306",
            "right": "chips: \"Patches, Zip, Mini Sudoku, Queens, Tango\" / \"Pinpoint, Crossclimb\"",
            "chip": "16px/24px 600 #404040 (rgba(0,0,0,0.75)), padding 12px 24px, height 48, radius 24, transparent fill, 1px inset ring rgba(0,0,0,0.75) via box-shadow 0 0 0 1px; gap 8px across, 12px down (row step 60px); wrap left-aligned"
          },
          "phone": {
            "band": "H2 one line at y 2577, chips from y 2691 in three rows",
            "chip": "14px/21px 600, padding 7px 16px, height 35, radius 24, same ring; gap 8px across, 12px down (row step 47px)"
          },
          "anatomy": [
            "No Show all here"
          ],
          "components": [
            "chip_outline"
          ]
        },
        {
          "name": "Open to Work carousel",
          "summary": "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.",
          "ground": "#F3F2F0 full bleed",
          "desktop": {
            "band": "y 2450-3032 (582), padding 60px 0",
            "slide": "text column x 156, width 564: H2 \"Let the right people know you’re open to work\" 32px/40px #B24020, two lines, y 2646 (vertically centred against the photo); body \"With the Open To Work feature, you can privately tell recruiters or publicly share with the LinkedIn community that you are looking for new job opportunities.\" 20px/30px #191919 at y 2742, three lines",
            "photo": "450x450 circle (border-radius 50%) at x 784, y 2522: a hand holding a phone showing a LinkedIn profile with the green #OPENTOWORK frame",
            "arrow": "next button 42x42 circle at x 1262, y 2720: fill rgba(0,0,0,0.75), white chevron-right; no previous arrow, no dots, at rest",
            "track": "slides sit 1174px apart horizontally, overflow hidden; slide 2 is \"Conversations today could lead to opportunity tomorrow\", slide 3 \"Stay up to date on your industry\""
          },
          "phone": {
            "band": "about 588 tall",
            "slide": "photo 300x300 circle at x 16 on top, the next slide peeks in at x 332; arrow 42px at the right edge over the photo; rust H2 24px/30px two lines below the photo, width 300; body 16px/24px"
          },
          "anatomy": [
            "Rest state = slide 1 only",
            "Rust headline + black body is the editorial pattern of the grey and sand bands"
          ],
          "components": [
            "carousel_arrow"
          ]
        },
        {
          "name": "Two tiles: Connect with people / Learn the skills",
          "summary": "White band with two equal tiles side by side, each a 256px square illustration, a 32px two-line H2 and one control.",
          "ground": "#FFFFFF",
          "desktop": {
            "band": "y 3156-3724 (white gap of 124px above), padding 60px 0",
            "tiles": "two columns at x 156 and x 744, each 448 wide; illustration 256x256 at y 3216 (left-aligned); H2 at y 3488 32px/40px two lines (\"Connect with people who can / help\", \"Learn the skills you need to / succeed\"); control at y 3600",
            "controls": "left: Find people you know outline pill 212x48 (#404040 ring and text); right: a select box 360x64, white, 1px solid rgba(0,0,0,0.08) border, radius 8, padding 16px 12px 16px 16px, \"Choose a topic to learn about\" 20px/30px #191919 and a 16px solid caret-down at the right"
          },
          "phone": {
            "tiles": "stacked and centred: illustration 256 centred, H2 24px/30px centred two lines, the pill (14px, 35 tall) centred; the select box about 270x56 centred"
          },
          "anatomy": [
            "Illustrations are supplied flat-color SVGs; no frame"
          ],
          "components": [
            "chip_outline",
            "select_box"
          ]
        },
        {
          "name": "Who is LinkedIn for?",
          "summary": "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.",
          "ground": "#F3F2F0 block x 0-720 only (not full bleed), rest white",
          "desktop": {
            "band": "y 3848-4688; grey block x 0-720, y 3908-4628 (720x720)",
            "text": "H2 \"Who is LinkedIn for?\" 32px/40px #B24020 at x 156, y 4093; line \"Anyone looking to navigate their professional life.\" 20px/30px at y 4141",
            "rows": "three link rows 429x64 at y 4203, 4283, 4363 (16px gap): fill #EAE6DF, radius 0, padding 16px, 20px/30px 400 #191919 (\"Find a coworker or classmate\", \"Find a new job\", \"Find a course or training\"), a thin chevron-right drawn as an SVG (about 8x16, 1.5px stroke, #191919), 16px in from the right; never a text glyph; hover fill #E1DAD0",
            "photo": "840x840 at x 816, y 3848 (60px above the grey block top); the JPG is already a circle on white; it runs past x 1440 and is clipped"
          },
          "phone": {
            "band": "grey full width; photo hidden",
            "text": "H2 24px/30px rust, line 16px/24px",
            "rows": "358x64 rows, 16px/24px text, chevron right"
          },
          "anatomy": [
            "The photo is set above the grey block and overflows to the right: page needs overflow-x hidden"
          ],
          "components": [
            "link_row"
          ]
        },
        {
          "name": "Join your colleagues (closing)",
          "summary": "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).",
          "ground": "photo-light: the supplied city illustration as background-size cover, centred bottom, over white",
          "desktop": {
            "band": "y 4688-5528 (840), padding 60px 0",
            "h2": "\"Join your colleagues, classmates, and friends on LinkedIn\" 48px/60px 400 #191919 at x 156, y 4796, wraps after \"on\": line 1 \"Join your colleagues, classmates, and friends on\" (about 980px), line 2 \"LinkedIn\"; text box up to 1128 wide, no narrower cap",
            "button": "Get started 134x48 #0A66C2 filled pill at y 4932",
            "media": "background image 2000x861 scaled to cover 1440x840 (drawn about 1951 wide, cropped 255px each side); its sky is white at top fading to #DFEFFF, so the headline sits on near-white"
          },
          "phone": {
            "band": "white, NO city image",
            "h2": "24px/30px two lines left",
            "button": "Get started 108x35 (14px) left"
          },
          "anatomy": [
            "Primary button reappears only here and in the nav"
          ],
          "components": [
            "button_primary"
          ]
        }
      ],
      "footer": {
        "summary": "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.",
        "ground": "#F3F2F0 directory; #FFFFFF legal row",
        "anatomy": [
          "Directory desktop y 5528-5916, padding 24px 0: wordmark 84x21 #0A66C2 at x 156, y 5552 (smaller than the nav mark); columns at x 420, 636, 852, 1068 (192 wide, 24px gap)",
          "Column heads 16px/20px 600 #191919; links 14px/17.5px 600 #666666, 24px row step starting 32px under the head; hover #0A66C2 underlined",
          "General: Sign Up, Help Center, About, Press, Blog, Careers, Developers",
          "Browse LinkedIn: Learning, Jobs, Games, Mobile, Services, Products, Top Companies, Top Startups, Top Colleges",
          "Business Solutions: Talent, Marketing, Sales, Learning",
          "Directories: Members, Jobs, Companies, Featured, Learning, Posts, Articles, Schools, News, News Letters, Services, Products, People Search",
          "Legal row y 5916-5984 white, two lines at x 164: black wordmark 56x14, \"© 2026\" 12px/18px 400 #666666, then 12px 600 #666666 links 16px apart: About, Accessibility, User Agreement, Privacy Policy, Your California Privacy Choices, Cookie Policy, Copyright Policy, Brand Policy, Guest Controls; line 2 (y 5958): Community Guidelines, Language + 16px chevron-down. Hover #004182 underlined"
        ],
        "phone": "Directory as one column at x 16: wordmark 84x21, then each head 16px with its links 14px 600 on a 32px row step. Legal row: two columns (x 24 and x 203), 12px 600 links on a 34px step, first row \"wordmark © 2026 | About\"."
      },
      "dark_ground": {
        "note": "The guest homepage has no dark band.",
        "secondary_button": "not used",
        "link": "not used",
        "muted_text": "not used",
        "hairline": "not used",
        "logo_variant": "white [in] Logo is a published variation (brand.linkedin.com/in-logo)"
      }
    },
    "bands": [
      {
        "label": "Navigation",
        "ground": "#FFFFFF",
        "content": "wordmark, 5 icon links, divider, Sign in, Join now",
        "desktop": "80px sticky",
        "phone": "2 rows: bug + pills, then 5 icon links",
        "anatomy": [
          "Icons 24px #666666 over 12px labels"
        ]
      },
      {
        "label": "Hero",
        "ground": "#FFFFFF",
        "content": "H1, Google + email sign-in, legal, Join line, illustration",
        "desktop": "y 80-688, text x 156, art x 776 bleeding right",
        "phone": "centred stack, art last",
        "anatomy": [
          "48/60 400 H1"
        ]
      },
      {
        "label": "Topic chips",
        "ground": "#F3F2F0",
        "content": "H2 + lead | chips + Show all",
        "desktop": "y 688-1048",
        "phone": "stacked",
        "anatomy": [
          "Chips 48px outline pills"
        ]
      },
      {
        "label": "Job chips",
        "ground": "#FFFFFF",
        "content": "H2 | 10 chips + Show more",
        "desktop": "y 1048-1474",
        "phone": "stacked",
        "anatomy": []
      },
      {
        "label": "Post a job",
        "ground": "#F1ECE5",
        "content": "centred rust H2 + outline blue pill",
        "desktop": "y 1474-1734",
        "phone": "centred H2, left button",
        "anatomy": []
      },
      {
        "label": "Software chips",
        "ground": "#FFFFFF",
        "content": "H2 + lead | chips + Show all",
        "desktop": "y 1734-2154",
        "phone": "stacked",
        "anatomy": []
      },
      {
        "label": "Games chips",
        "ground": "#FFFFFF",
        "content": "H2 + lead | 7 chips",
        "desktop": "y 2154-2450",
        "phone": "stacked",
        "anatomy": []
      },
      {
        "label": "Open to Work carousel",
        "ground": "#F3F2F0",
        "content": "rust H2 + body | 450 circle photo, next arrow",
        "desktop": "y 2450-3032",
        "phone": "photo on top",
        "anatomy": []
      },
      {
        "label": "Two tiles",
        "ground": "#FFFFFF",
        "content": "illustration, H2, control x2",
        "desktop": "y 3156-3724",
        "phone": "stacked centred",
        "anatomy": []
      },
      {
        "label": "Who is LinkedIn for",
        "ground": "#F3F2F0",
        "content": "grey block left with 3 sand rows; 840 circle photo right",
        "desktop": "y 3848-4688",
        "phone": "photo hidden",
        "anatomy": []
      },
      {
        "label": "Join closing",
        "ground": "photo-light",
        "content": "48px H2 + Get started over city illustration",
        "desktop": "y 4688-5528",
        "phone": "white, no image",
        "anatomy": []
      },
      {
        "label": "Directory footer",
        "ground": "#F3F2F0",
        "content": "wordmark + 4 link columns",
        "desktop": "y 5528-5916",
        "phone": "one column",
        "anatomy": []
      },
      {
        "label": "Legal row",
        "ground": "#FFFFFF",
        "content": "black wordmark, © 2026, 11 links",
        "desktop": "y 5916-5984",
        "phone": "2 columns",
        "anatomy": []
      }
    ],
    "layout": {
      "page_margin": {
        "desktop": 156,
        "phone": 16
      },
      "section_padding": {
        "desktop": 60,
        "phone": 56
      },
      "container_max": 1128,
      "hero_text_max": 429,
      "columns": 2,
      "columns_phone": 1,
      "gutter": 72,
      "gutter_phone": 16,
      "card_gap": 16,
      "nav_height": 80,
      "note": "Measured on https://www.linkedin.com/ (2026-10-31). Content x 156-1284 (1128). Two-column bands: left column x 156-585 (429), right column from x 657 (72px gap). Bands paint their full-bleed grounds with a 1440-wide ::after; build them as full-width sections with an inner 1128 container. Section padding 60px top and bottom (64 on the Post a job band). Breakpoint to the phone layout at 768px. Page width never scrolls sideways: overflow-x hidden on body.",
      "prov": "observed",
      "source": "https://www.linkedin.com/ (2026-10-31)"
    },
    "type": [
      {
        "role": "Hero H1 / closing H2",
        "id": "display-l",
        "face": "display",
        "size": {
          "desktop": 48,
          "phone": 32
        },
        "line_height": 1.25,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)",
        "note": "phone closing H2 is 24"
      },
      {
        "role": "Section H2",
        "id": "display-m",
        "face": "display",
        "size": {
          "desktop": 32,
          "phone": 24
        },
        "line_height": 1.25,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "role": "Lead / carousel body / link rows",
        "id": "lead",
        "face": "body",
        "size": {
          "desktop": 20,
          "phone": 16
        },
        "line_height": 1.5,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "role": "Buttons, chips",
        "id": "label",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 14
        },
        "line_height": 1.5,
        "tracking_px": 0,
        "weight": 600,
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "role": "Footer column head",
        "id": "title-s",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 16
        },
        "line_height": 1.25,
        "tracking_px": 0,
        "weight": 600,
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "role": "Footer link",
        "id": "link-s",
        "face": "body",
        "size": {
          "desktop": 14,
          "phone": 14
        },
        "line_height": 1.25,
        "tracking_px": 0,
        "weight": 600,
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      {
        "role": "Nav label, legal",
        "id": "caption",
        "face": "body",
        "size": {
          "desktop": 12,
          "phone": 12
        },
        "line_height": 1.25,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)",
        "note": "legal links 600"
      }
    ],
    "components": {
      "button_primary": {
        "fill": "#0A66C2",
        "text": "#FFFFFF",
        "border": "none",
        "radius": 24,
        "padding": "12px 24px",
        "height": 48,
        "example": "Join now (115x48), Get started (134x48)",
        "text_style": "16px/24px 600",
        "padding_x": 24,
        "font_size": 16,
        "weight": 600,
        "face": "body",
        "states": {
          "hover": {
            "measured": {
              "fill": "#004182"
            },
            "prov": "observed",
            "css": {
              "background-color": "#004182"
            }
          }
        },
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      "button_outline_blue": {
        "fill": "none",
        "text": "#0A66C2",
        "border": "none; 1px inset ring #0A66C2 (box-shadow 0 0 0 1px)",
        "radius": 24,
        "padding": "12px 24px",
        "height": 48,
        "example": "Sign in, Post a job, Show all",
        "text_style": "16px/24px 600",
        "ring_px": 1,
        "ring": "#0A66C2",
        "padding_x": 24,
        "font_size": 16,
        "weight": 600,
        "face": "body",
        "states": {
          "hover": {
            "measured": {
              "fill": "rgba(112,181,249,0.1)",
              "text": "#004182"
            },
            "prov": "observed",
            "css": {
              "background-color": "rgba(112,181,249,0.1)",
              "color": "#004182"
            }
          }
        },
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      "chip_outline": {
        "fill": "none",
        "text": "#404040",
        "border": "none; 1px inset ring rgba(0,0,0,0.75)",
        "radius": 24,
        "padding": "12px 24px desktop, 7px 16px phone",
        "height": "48 desktop, 35 phone",
        "example": "Career, Engineering, Find people you know",
        "text_style": "16px/24px 600 (14px/21px phone)",
        "ring_px": 1,
        "ring": "#404040",
        "padding_x": 24,
        "font_size": 16,
        "weight": 600,
        "face": "body",
        "states": {
          "hover": {
            "measured": {
              "fill": "rgba(0,0,0,0.04)",
              "text": "#191919"
            },
            "prov": "observed",
            "css": {
              "background-color": "rgba(0,0,0,0.04)",
              "color": "rgba(0,0,0,0.9)"
            }
          }
        },
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      "chip_blue": {
        "note": "Show all: chip_outline geometry with button_outline_blue colors",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      "button_signin_email": {
        "fill": "none",
        "text": "#404040",
        "border": "1px inset ring rgba(0,0,0,0.75)",
        "radius": 24,
        "padding": "8px 24px",
        "height": 40,
        "example": "Sign in with email (400x40)",
        "text_style": "16px/24px 600",
        "ring_px": 1,
        "ring": "#404040",
        "padding_x": 24,
        "font_size": 16,
        "weight": 600,
        "face": "body",
        "states": {
          "hover": {
            "measured": {
              "fill": "rgba(0,0,0,0.04)",
              "text": "#191919"
            },
            "prov": "observed"
          }
        },
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      "show_more": {
        "fill": "none",
        "text": "#404040",
        "border": "1px inset ring rgba(0,0,0,0.75)",
        "radius": 24,
        "padding": "6px 16px",
        "height": 35,
        "example": "Show more + chevron (133x35)",
        "text_style": "14px 600",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      "carousel_arrow": {
        "fill": "rgba(0,0,0,0.75)",
        "text": "#FFFFFF",
        "radius": 21,
        "height": 42,
        "example": "42x42 next arrow, white chevron",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      "link_row": {
        "fill": "#EAE6DF",
        "text": "#191919",
        "radius": 0,
        "padding": "16px",
        "height": 64,
        "example": "Find a new job + chevron right",
        "text_style": "20px/30px 400 (16px/24px phone)",
        "states": {
          "hover": {
            "measured": {
              "fill": "#E1DAD0"
            },
            "prov": "observed",
            "css": {
              "background-color": "#E1DAD0"
            }
          }
        },
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      "select_box": {
        "fill": "#FFFFFF",
        "text": "#191919",
        "border": "1px solid rgba(0,0,0,0.08)",
        "radius": 8,
        "padding": "16px 12px 16px 16px",
        "height": 64,
        "example": "Choose a topic to learn about + caret",
        "text_style": "20px/30px 400",
        "indicator": "appearance: none; the supplied solid 16px caret-down (#191919) sits 16px in from the right edge, vertically centred; never the browser arrow",
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      "nav_icon_link": {
        "text": "#666666",
        "example": "24px icon over a 12px/15px label",
        "states": {
          "hover": {
            "measured": {
              "text": "rgba(0,0,0,0.9)"
            },
            "prov": "observed"
          }
        },
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      },
      "footer_link": {
        "text": "#666666",
        "text_style": "14px/17.5px 600",
        "states": {
          "hover": {
            "measured": {
              "text": "#0A66C2",
              "underline": true
            },
            "prov": "observed"
          }
        },
        "prov": "observed",
        "source": "https://www.linkedin.com/ (2026-10-31)"
      }
    }
  },
  "system": {
    "fixed": [
      "LinkedIn Blue",
      "the [in] Logo",
      "pill controls",
      "regular-weight headlines"
    ],
    "flex": "Which bands and how many chips; illustration or photo per band.",
    "traits": [
      {
        "is": "Valuable",
        "not": "Busy",
        "text": "Solves a real member problem (paraphrase).",
        "source": "https://design.linkedin.com/design-principles",
        "prov": "published"
      },
      {
        "is": "Simple",
        "not": "Clever",
        "text": "Intuitive, accessible, reliable worldwide (paraphrase).",
        "source": "https://design.linkedin.com/design-principles",
        "prov": "published"
      },
      {
        "is": "Trustworthy",
        "not": "Pushy",
        "text": "Equitable outcomes, privacy, trust (paraphrase).",
        "source": "https://design.linkedin.com/design-principles",
        "prov": "published"
      },
      {
        "is": "Warm",
        "not": "Corporate",
        "text": "The 2020 redesign set out to feel warmer and more welcoming (paraphrase).",
        "source": "https://www.linkedin.com/blog/member/product/a-new-look-for-linkedin-from-the-inside-out",
        "prov": "published"
      }
    ]
  },
  "formats": [
    {
      "format": "Landing page",
      "level": 1,
      "must": "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.",
      "flex": "which bands, chips or tiles; illustration or photo per band"
    },
    {
      "format": "Deck",
      "level": 1,
      "must": "White slides, regular-weight headlines, one blue accent per slide, people in circles",
      "flex": "warm grey section dividers"
    },
    {
      "format": "Proposal page",
      "level": 1,
      "must": "White ground, plain second-person copy, one blue pill CTA",
      "flex": "a grey band for the plan"
    },
    {
      "format": "Social post",
      "level": 2,
      "must": "One warm flat illustration or circle photo, short verb-first line",
      "flex": "sand or grey ground"
    }
  ],
  "checks": [
    {
      "name": "Logo hidden",
      "text": "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."
    },
    {
      "name": "One blue",
      "text": "Count filled blue elements: more than one per screen and it no longer looks like LinkedIn."
    }
  ],
  "examples": [
    {
      "chapter": "color",
      "do": {
        "ground": "paper",
        "text": "Join now",
        "button": true,
        "button_fill": "#0A66C2"
      },
      "do_caption": "One filled blue pill for the primary action.",
      "dont": {
        "ground": "paper",
        "text": "Join now",
        "ink": "#B24020"
      },
      "dont_caption": "Rust is for editorial headlines, never actions."
    }
  ],
  "make_it_yours": {
    "note": "Everything above transfers. These are LinkedIn's own and must be replaced with yours: name and logo, purpose, positioning, messaging pillars, proof, taglines and boilerplate.",
    "replace": [
      "identity",
      "purpose",
      "positioning",
      "messaging.pillars",
      "messaging.proof_points",
      "messaging.taglines",
      "messaging.boilerplate"
    ],
    "reference": {
      "purpose": {
        "mission": {
          "text": "Connect the world's professionals to make them more productive and successful.",
          "prov": "published",
          "source": "https://about.linkedin.com/"
        },
        "vision": {
          "text": "Create economic opportunity for every member of the global workforce.",
          "prov": "published",
          "source": "https://about.linkedin.com/"
        },
        "story": {
          "text": "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.",
          "prov": "published",
          "source": "https://about.linkedin.com/",
          "paraphrase": true,
          "also": [
            "https://www.linkedin.com/blog/member/product/a-new-look-for-linkedin-from-the-inside-out"
          ]
        },
        "values": [
          {
            "name": "Valuable",
            "means": "Solves a real problem members and customers face (paraphrase).",
            "prov": "published",
            "source": "https://design.linkedin.com/design-principles"
          },
          {
            "name": "Simple",
            "means": "Intuitive, accessible, reliable for every member worldwide (paraphrase).",
            "prov": "published",
            "source": "https://design.linkedin.com/design-principles"
          },
          {
            "name": "Trustworthy",
            "means": "Equitable outcomes, respects privacy, builds trust (paraphrase).",
            "prov": "published",
            "source": "https://design.linkedin.com/design-principles"
          }
        ]
      },
      "positioning": {
        "statement": {
          "text": "The world's largest professional network: where people find jobs, grow their network and learn skills.",
          "prov": "published",
          "source": "https://about.linkedin.com/",
          "paraphrase": true
        },
        "category": {
          "text": "Professional network",
          "prov": "published",
          "source": "https://about.linkedin.com/"
        },
        "audience": {
          "text": "Anyone navigating their professional life: job seekers, students, workers, recruiters, marketers and sellers (paraphrase of the homepage and footer).",
          "prov": "observed",
          "source": "https://www.linkedin.com/ (2026-10-31)"
        },
        "problem": {
          "text": "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).",
          "prov": "inferred",
          "source": "https://about.linkedin.com/",
          "why": "Not stated as a problem; inferred from the mission and vision lines."
        },
        "promise": {
          "text": "Economic opportunity: the right job, connection or skill, through your professional community.",
          "prov": "published",
          "source": "https://about.linkedin.com/",
          "paraphrase": true
        },
        "differentiators": [
          {
            "text": "Scale: more than 1 billion members in 200+ countries and territories.",
            "prov": "published",
            "source": "https://about.linkedin.com/"
          },
          {
            "text": "Identity: the profile is a professional record people keep up to date, with signals like Open to Work.",
            "prov": "published",
            "source": "https://www.linkedin.com/blog/member/product/a-new-look-for-linkedin-from-the-inside-out"
          },
          {
            "text": "One place for jobs, people, learning and expert content.",
            "prov": "observed",
            "source": "https://www.linkedin.com/ (2026-10-31)"
          },
          {
            "text": "Trust as a design principle: equitable outcomes and member privacy.",
            "prov": "published",
            "source": "https://design.linkedin.com/design-principles"
          }
        ],
        "alternatives": [
          {
            "text": "Job boards, personal networks and course sites used separately (our reading).",
            "prov": "inferred",
            "why": "LinkedIn names no competitors."
          }
        ]
      },
      "messaging": {
        "taglines": [
          {
            "text": "Discover new opportunities",
            "prov": "observed",
            "source": "https://www.linkedin.com/ (2026-10-31)",
            "where": "Guest homepage H1 (desktop capture); LinkedIn rotates hero lines"
          },
          {
            "text": "Explore jobs and grow your network",
            "prov": "observed",
            "source": "https://www.linkedin.com/ (2026-10-31)",
            "where": "Guest homepage H1 (phone capture and other visits)"
          },
          {
            "text": "Welcome to your professional community",
            "prov": "observed",
            "source": "https://www.linkedin.com/ (2026-10-31)",
            "where": "A third rotating guest-homepage H1 seen the same day"
          },
          {
            "text": "Connect to Opportunity",
            "prov": "published",
            "source": "https://brand.linkedin.com/trademarks",
            "where": "A listed LinkedIn trademark"
          }
        ],
        "attributes": [
          "valuable",
          "simple",
          "trustworthy"
        ],
        "key_messages": [],
        "boilerplate": {
          "text": "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.",
          "prov": "published",
          "source": "https://about.linkedin.com/",
          "paraphrase": true
        },
        "pillars": [
          {
            "name": "Find work",
            "claim": "Jobs and internships by role, and an Open to Work signal for recruiters.",
            "prov": "observed",
            "source": "https://www.linkedin.com/ (2026-10-31)",
            "proof": [
              "p-otw"
            ]
          },
          {
            "name": "Grow your network",
            "claim": "Find the people you know and message them; conversations lead to opportunity.",
            "prov": "observed",
            "source": "https://www.linkedin.com/ (2026-10-31)",
            "proof": [
              "p-members"
            ]
          },
          {
            "name": "Learn skills",
            "claim": "Courses by topic through LinkedIn Learning.",
            "prov": "observed",
            "source": "https://www.linkedin.com/ (2026-10-31)",
            "proof": []
          },
          {
            "name": "Stay informed",
            "claim": "Expert posts curated by topic, plus daily games to keep in touch.",
            "prov": "observed",
            "source": "https://www.linkedin.com/ (2026-10-31)",
            "proof": []
          }
        ],
        "proof_points": [
          {
            "id": "p-members",
            "kind": "stat",
            "text": "More than 1 billion members in more than 200 countries and territories.",
            "source": "https://about.linkedin.com/",
            "prov": "published"
          },
          {
            "id": "p-otw",
            "kind": "stat",
            "text": "Open to Work frame: members with it received 40% more InMails from recruiters (LinkedIn, Sept 2020).",
            "source": "https://www.linkedin.com/blog/member/product/a-new-look-for-linkedin-from-the-inside-out",
            "prov": "published"
          }
        ],
        "claim_boundaries": [
          "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."
        ]
      }
    }
  }
}