{
  "schema": "brand-kit@2",
  "palette": {
    "paper": "#FFFFFF",
    "surface": "#F6F6F3",
    "ink": "#000000",
    "ink_muted": "#62625B",
    "accent": "#E60023",
    "on_accent": "#FFFFFF",
    "accent_secondary": "#E5E5E0",
    "night": "#000000",
    "on_night": "#FFFFFF",
    "extras": [
      {
        "name": "Pushpin 450",
        "hex": "#E60023",
        "role": "Hero, primary product color and the logo red. Primary buttons on the homepage (Log in, Join Pinterest, Continue). Reserved 450 set: brand moments",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette",
        "site_use": "Every red button and the nav wordmark (observed https://www.pinterest.com/ (2026-10-31))"
      },
      {
        "name": "Cosmicore 900",
        "hex": "#111111",
        "role": "Baseline light-mode text (published). The homepage uses #000000 and #211922 instead",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette"
      },
      {
        "name": "Skycicle 500",
        "hex": "#0074E8",
        "role": "Baseline light-mode link/info blue",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette"
      },
      {
        "name": "Roboflow 500",
        "hex": "#767676",
        "role": "Baseline light-mode secondary text and icons",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette"
      },
      {
        "name": "Roboflow 200",
        "hex": "#E9E9E9",
        "role": "Baseline light-mode secondary background",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette"
      },
      {
        "name": "Mochimalist 0",
        "hex": "#FFFFFF",
        "role": "Baseline light-mode background; text on 500+ colors",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette",
        "site_use": "Page ground, white type on red buttons and on the footer (observed https://www.pinterest.com/ (2026-10-31))"
      },
      {
        "name": "Skycicle 300",
        "hex": "#75BFFF",
        "role": "Baseline dark-mode link/info blue",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette"
      },
      {
        "name": "Roboflow 300",
        "hex": "#CDCDCD",
        "role": "Baseline dark-mode secondary text; container borders in light mode",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette"
      },
      {
        "name": "Flaminglow 450",
        "hex": "#EE376A",
        "role": "Reserved brand color (pink), larger brand moments only",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette"
      },
      {
        "name": "Skycicle 450",
        "hex": "#007CFF",
        "role": "Reserved brand color (blue)",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette"
      },
      {
        "name": "Spabattical 450",
        "hex": "#009990",
        "role": "Reserved brand color (teal)",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette"
      },
      {
        "name": "Matchacado 450",
        "hex": "#1DAD65",
        "role": "Reserved brand color (green)",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette"
      },
      {
        "name": "Mysticool 450",
        "hex": "#8A39FA",
        "role": "Reserved brand color (purple)",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette"
      },
      {
        "name": "Firetini 450",
        "hex": "#FF5B45",
        "role": "Reserved brand color (orange)",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette"
      },
      {
        "name": "Caramellow 450",
        "hex": "#D86800",
        "role": "Reserved brand color (yellow)",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette"
      },
      {
        "name": "Pushpin 500",
        "hex": "#CC0000",
        "role": "Extended red, 500 step (white text from 500 up)",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette"
      },
      {
        "name": "Roboflow 100",
        "hex": "#F1F1F1",
        "role": "Extended gray 100; elevation-accent container fill (light mode)",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette"
      },
      {
        "name": "Pushpin hover",
        "hex": "#CC001F",
        "role": "Red button hover fill",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "site_use": "Log in, Join Pinterest for free, Continue: background rgb(204,0,31) on hover"
      },
      {
        "name": "Heading ink",
        "hex": "#211922",
        "role": "Pinterest's warm near-black: nav link labels at rest in the a-tag, section H2s 'Bring your favorite ideas to life' and the three feature headings",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "site_use": "Feature and section headings 50px and 38px"
      },
      {
        "name": "Black",
        "hex": "#000000",
        "role": "Hero H1, seasonal H2, carousel titles, body copy, button labels on light fills",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "site_use": "Most type on light grounds"
      },
      {
        "name": "Muted",
        "hex": "#62625B",
        "role": "Secondary text: search placeholder, Pin counts and ages, form helper text, legal line, banner card Pin count",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "site_use": "Search placeholder, \"65 Pins · 1w\", legal"
      },
      {
        "name": "Secondary button",
        "hex": "#E5E5E0",
        "role": "Gray-green neutral fill of secondary buttons and the search field",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "site_use": "Sign up, I already have an account, See more, search field"
      },
      {
        "name": "Secondary hover",
        "hex": "#DADAD3",
        "role": "Secondary button hover fill",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "site_use": "Sign up / See more hover"
      },
      {
        "name": "Wash",
        "hex": "#F6F6F3",
        "role": "Warm off-white: top of the section gradients (linear-gradient(#F6F6F3 0%, rgba(246,246,243,0) 100%)), the signup card badge tile, nav link hover at 50% alpha",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "site_use": "Seasonal band and Bring section grounds"
      },
      {
        "name": "Input border",
        "hex": "#91918C",
        "role": "1px border of form inputs and the Continue with Google button",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "site_use": "Signup card"
      },
      {
        "name": "Verified red",
        "hex": "#DD0E0E",
        "role": "The 12px identity verification badge next to board owners",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "site_use": "Carousel card category line"
      },
      {
        "name": "Image placeholder",
        "hex": "#EFEFEF",
        "role": "Fill behind carousel thumbnails before they load",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "site_use": "Carousel cards"
      },
      {
        "name": "Overlay base",
        "hex": "#242421",
        "role": "Signup band scrim: rgba(36,36,33,0.5) over the photo wall",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "site_use": "Signup band"
      }
    ],
    "prov": "published",
    "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette",
    "note": "Accent, paper and the reserved/extended hexes are published (Gestalt color palette). surface, ink, ink_muted and accent_secondary are what the homepage actually uses (observed 2026-10-31); Gestalt publishes Cosmicore #111111 for text and Roboflow #767676 for secondary text, the homepage uses #000000/#211922 and #62625B."
  },
  "typography": {
    "display": {
      "family": "Figtree",
      "steal_family": "Figtree",
      "weight": 800,
      "line_height": 1.1,
      "tracking": -0.042,
      "fallback_stack": "Figtree, -apple-system, system-ui, \"Segoe UI\", Roboto, Helvetica, Arial, sans-serif",
      "real": "Pin Sans (served as \"Pin Sans\" on pinterest.com; Gestalt calls the brand face \"Pinterest Sans\"). Proprietary, no public licence",
      "stand_in": true,
      "prov": "observed",
      "source": "https://www.pinterest.com/ (2026-10-31)",
      "calibration": "Rendered on pinterest.com in the real face vs Figtree from Google Fonts, same strings (headless Chrome, 2026-10-31). The site asks for weight 900 on the big headings but only Pin Sans 400/500/700/800 files load, so it renders the 800 file. Figtree 800 at -0.5px is 7.4% wider than Pin Sans; Figtree 800 at -2px at 48px (-0.042em) matches the line width within 0.3% (\"Create the life you love\": Pin Sans 472px, Figtree 800/-2px 471px). At 36px use -1.5px. Pin Sans x-height 0.51, cap 0.71; Figtree 0.50 / 0.70. Other candidates scored worse on mean width error across 8 strings: Albert Sans 2.2%, Instrument Sans 2.3%, Figtree 3.0% (best on body and 700-weight headings: -0.4% at 50px/700), Hanken Grotesk 3.5%, Inter 6.4%, Geist 7.0%.",
      "site": {
        "weights": "900 requested (renders the 800 file) on hero/seasonal/carousel headings; 700 on section and feature headings; 600 on the signup headline",
        "sizes_px": "70 (signup), 50 (Bring section), 48 (hero, seasonal), 38 (feature rows), 36 (carousel heading), 28 (signup card title)",
        "tracking": "-0.5px on 48/36/28px headings; normal elsewhere",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      }
    },
    "body": {
      "family": "Figtree",
      "steal_family": "Figtree",
      "weight": 400,
      "line_height": 1.4,
      "tracking": 0,
      "fallback_stack": "Figtree, -apple-system, system-ui, \"Segoe UI\", Roboto, Helvetica, Arial, sans-serif",
      "real": "Pin Sans",
      "stand_in": true,
      "prov": "observed",
      "source": "https://www.pinterest.com/ (2026-10-31)",
      "site": {
        "weights": "400 body, 500 buttons and nav links, 700 card titles and footer headings",
        "sizes_px": "20 lead (28px line), 16 (22.4px line), 14 (OR), 12 (meta, 18px line)",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      "calibration": "Figtree 400 at 20px runs 2.7% narrower than Pin Sans; 500 at 16px 1.8% narrower. Add +0.2px tracking at 16-20px so lines break where Pinterest's do."
    },
    "product": {
      "family": "system-ui",
      "note": "Gestalt: product UI defaults to native system fonts; Pinterest Sans only occasionally for branded graphics, never for UI",
      "prov": "published",
      "source": "https://gestalt.pinterest.systems/v1/foundations/typography"
    },
    "calibration": "See display.calibration. Line heights on the site are mostly \"normal\" for big headings: give them explicitly (60px at 50, 45px at 38, 84px at 70) because Figtree's normal differs."
  },
  "style": {
    "button_shape": "rounded",
    "button_note": "Every button is a 48px-tall rounded rectangle with a 16px radius (not a pill), 16px/500 label, padding 6px 14px inside a 2px transparent border. Red #E60023 primary, #E5E5E0 secondary.",
    "corners": "16px on buttons and carousel tiles; 32px on the big media (seasonal banner, feature panels); 20px on the signup card; 40px on the floating board card; 12px on inputs and the search field",
    "linework": "none: no hairlines or dividers on the homepage; separation is by ground and space",
    "motion": "Press feedback: transform 0.085s ease-out on links, buttons and cards; the hero collage and seasonal banner auto-advance. Gestalt principles: helpful, focused, accessible; soft, bouncy, physical",
    "prov": "observed",
    "source": "https://www.pinterest.com/ (2026-10-31)"
  },
  "voice": {
    "tone": [
      "Simple",
      "Conversational",
      "Clever"
    ],
    "notes": [
      "Pinterest voice: simplify ideas to make the complex clear; keep it conversational so you don't lose your reader; add a dash of cleverness to grab attention (Gestalt).",
      "Short sentences and short words; read it out loud; put the best stuff up top.",
      "Wordplay, a pun or alliteration is welcome when it fits and avoids hyperbole. The seasonal homepage does exactly this (\"spellbinding\", \"bewitching\").",
      "Homepage voice is plainer than campaigns: an invitation (\"Create the life you love on Pinterest\"), then feature names stated as verbs plus outcome (\"Search by skin tone\", \"Collaborate with group boards\").",
      "Sentence case everywhere on the homepage (observed): headlines, buttons, footer links.",
      "Third-party rules (business brand guidelines) govern how others talk about Pinterest; the \"save, not Pin\" verb rule applies to Pinterest's own copy too."
    ],
    "rules": [
      {
        "id": "headline-case",
        "kind": "headline_case",
        "value": "sentence",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      {
        "id": "spelling",
        "kind": "spelling",
        "value": "en-US",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      {
        "id": "person",
        "kind": "person",
        "value": "we_you",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/content_standards/voice"
      },
      {
        "id": "short",
        "kind": "max_sentence_words",
        "value": 20,
        "prov": "inferred",
        "source": "https://gestalt.pinterest.systems/v1/foundations/content_standards/voice",
        "why": "Gestalt asks for short sentences and short words but publishes no number; 20 is our ceiling. The homepage's longest sentence is 18 words."
      },
      {
        "id": "exclaim",
        "kind": "exclamations",
        "value": "never",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "why": "No exclamation marks anywhere on the homepage."
      },
      {
        "id": "save-not-pin",
        "kind": "prefer",
        "term": "save",
        "over": [
          "pin (as a verb)",
          "pinned",
          "pinning"
        ],
        "prov": "published",
        "source": "https://business.pinterest.com/brand-guidelines/"
      },
      {
        "id": "no-trending",
        "kind": "avoid",
        "terms": [
          "Trending on Pinterest",
          "Trending Pins"
        ],
        "instead": "\"Popular on Pinterest\" (only with Analytics proof)",
        "prov": "published",
        "source": "https://business.pinterest.com/brand-guidelines/",
        "scope": "Partners describing their own Pins. Pinterest's own editorial boards do use \"Trending\" (observed: \"Trending halloween costumes\")"
      },
      {
        "id": "cta",
        "kind": "guidance",
        "text": "Primary partner call to action is \"Follow on Pinterest\"; approved alternates: Follow us, Popular, Find us, Visit us on Pinterest; Find more ideas / Get inspired on Pinterest",
        "prov": "published",
        "source": "https://business.pinterest.com/brand-guidelines/"
      },
      {
        "id": "popular-proof",
        "kind": "guidance",
        "text": "Say \"Popular on Pinterest\" only when Pinterest Analytics shows high impressions, clicks or saves, and put your Pinterest URL after it",
        "prov": "published",
        "source": "https://business.pinterest.com/brand-guidelines/"
      },
      {
        "id": "name-account",
        "kind": "guidance",
        "text": "Whenever you reference Pinterest, also reference your Pinterest account",
        "prov": "published",
        "source": "https://business.pinterest.com/brand-guidelines/"
      },
      {
        "id": "no-pin-names",
        "kind": "guidance",
        "text": "Never use \"Pin\", \"Pinterest\" or a variation in a product name or domain",
        "prov": "published",
        "source": "https://business.pinterest.com/brand-guidelines/"
      },
      {
        "id": "capitalised-nouns",
        "kind": "guidance",
        "text": "Capitalize product nouns Pin and Pins; lowercase board(s) in running copy (\"65 Pins\", \"group boards\")",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      {
        "id": "clear-first",
        "kind": "guidance",
        "text": "Every big initiative gets a short, clear description as its first line",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/content_standards/voice"
      },
      {
        "id": "no-fluff",
        "kind": "guidance",
        "text": "Avoid fluff and hyperbole; cleverness only when it helps clarity",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/content_standards/voice"
      },
      {
        "id": "contractions",
        "kind": "guidance",
        "text": "Contractions are fine (\"you'll love\")",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      }
    ],
    "approved": {
      "phrases": [
        "Create the life you love",
        "Follow on Pinterest",
        "Find more ideas on Pinterest",
        "Get inspired on Pinterest",
        "Join Pinterest for free",
        "save"
      ],
      "words": [
        "ideas",
        "inspiration",
        "save",
        "Pins",
        "boards",
        "discover",
        "try"
      ]
    },
    "banned": [
      "Trending on Pinterest (partners)",
      "Trending Pins (partners)",
      "Pin as a verb"
    ],
    "is_not": [
      "Not hype: no hyperbole even when clever",
      "Not long-winded: short sentences, short words",
      "Not stiff: humans talking to humans"
    ],
    "prov": "published",
    "source": "https://gestalt.pinterest.systems/v1/foundations/content_standards/voice"
  },
  "spec": {
    "source": "https://www.pinterest.com/",
    "how": "computed styles and geometry in headless Chrome at 1440x900 and 390x844, desktop user agent, after scrolling the full page; fonts calibrated by rendering",
    "provenance": "observed",
    "motion": [
      {
        "name": "press",
        "easing": "ease-out",
        "duration_ms": 85,
        "use": "transform transition on links, buttons, board cards and the footer logo (press feedback)",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      {
        "name": "elevation-floating",
        "use": "Not motion: shadow token. Floating = black at 10%, blur 8; raised = black at 12%, y +/-2, blur 8",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/elevation"
      },
      {
        "name": "principles",
        "use": "Helpful (sparingly, with a clear reason), Focused (as long as needed), Accessible (respect reduced motion); visual: Soft, Bouncy, Physical. No curves or durations published",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/motion/principles"
      },
      {
        "name": "slideshow",
        "use": "Hero collage and seasonal banner advance automatically; the banner has a pause control. Interval not measured",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      }
    ],
    "icons": {
      "grid": "not published (24-unit viewBox observed)",
      "stroke": "UI glyphs (search, chevrons, badge, P) are filled; the form-field info, eye and calendar icons are light outlined glyphs",
      "sizes": [
        {
          "name": "nav",
          "px": 16,
          "use": "search, carousel chevrons, form field icons"
        },
        {
          "name": "badge",
          "px": 12,
          "use": "verified badge"
        },
        {
          "name": "large",
          "px": 24,
          "use": "hero scroll chevrons"
        },
        {
          "name": "brand",
          "px": 36,
          "use": "P badge on the signup card"
        }
      ],
      "color": "single color: #62625B in the search field, #000000 on light, #FFFFFF on dark, #DD0E0E badge",
      "prov": "observed",
      "source": "https://www.pinterest.com/ (2026-10-31)",
      "rule": "Gestalt keeps one icon library; illustration is for empty/error/success/loading states, icons for everything smaller"
    },
    "signature": [
      {
        "id": "pin-grid",
        "name": "Rounded photo tiles in a loose grid",
        "where": "hero collage, board cards (one big + two small tiles), seasonal banner, signup photo wall",
        "spec": "real photography in rounded tiles (16px small, 32px large) separated by white gaps, never full-bleed squares; the grid itself is the brand: content first, chrome quiet",
        "once": "one collage per section",
        "dont": "put text on the photos (Gestalt: no text over photography) or square the corners",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "example": {
          "ground": "paper",
          "text": "Create the life you love"
        }
      },
      {
        "id": "red-button",
        "name": "One red, on buttons only",
        "where": "Log in, Join Pinterest, Continue, the logo",
        "spec": "Pushpin #E60023 is the only saturated UI color: 48px buttons with a 16px radius and white 16px/500 labels; everything else is black, white, the warm grays #E5E5E0/#F6F6F3 and photos",
        "dont": "use the reserved 450 colors or red for text or backgrounds",
        "prov": "published",
        "source": "https://gestalt.pinterest.systems/v1/foundations/color/palette",
        "example": {
          "ground": "paper",
          "text": "Join Pinterest for free"
        }
      },
      {
        "id": "warm-wash",
        "name": "Warm off-white wash",
        "where": "tops of the seasonal and Bring bands",
        "spec": "linear-gradient(to bottom, #F6F6F3, transparent) over white: a barely-there warm ground that fades within the band",
        "dont": "use a cold gray or a flat tint block",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      {
        "id": "board-card",
        "name": "The board card",
        "where": "carousels, banner overlay, feature panels",
        "spec": "a board = a cluster of saved photos plus a bold title and a \"N Pins\" count in #62625B; on photos it floats as a white card with a 40px radius and a soft 100px shadow",
        "dont": "invent stats on the count: use the board's real Pin count",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      }
    ],
    "page": {
      "source": "https://www.pinterest.com/",
      "date": "2026-10-31",
      "prov": "observed",
      "nav": {
        "summary": "White 80px header, fixed to the top. Left: red Pinterest wordmark logo, Explore, Shop. Middle: a wide #E5E5E0 search field. Right: About, Businesses, Create, News, then a red Log in button and a #E5E5E0 Sign up button. No border, no shadow.",
        "ground": "#FFFFFF (the header box is transparent over the white page); stays white when scrolled",
        "height": "80px desktop and phone",
        "border": "none",
        "logo": {
          "variant": "red Pinterest wordmark with the P-circle mark (nav-logo-pinterest-wordmark.svg: #E60023 shapes, white P counter)",
          "px": "98x18 inside a 122x21 link",
          "position": "x 28, y 30 (vertically centred in 80px); link starts x 16",
          "file": "inline SVG on https://www.pinterest.com/ (aria-label \"Pinterest logo\")"
        },
        "links": {
          "count": 6,
          "labels": "Explore, Shop (left of search); About, Businesses, Create, News (right of search; each opens a new tab)",
          "size": "16px/19.2px",
          "weight": 500,
          "color": "#000000",
          "box": "each link is a 48px-tall box with 6px 14px padding inside a 2px transparent border, radius 16px (text box + 32px)",
          "alignment": "desktop x positions: Explore box x 138 (w 88), Shop 226 (w 72); About 876 (w 79), Businesses 955 (w 116), Create 1071 (w 82), News 1153 (w 74); labels sit at y 30",
          "hover": "rgba(246,246,243,0.5) fill (#F6F6F3 at 50%)"
        },
        "search": "Field x 314-861 (547x48) at y 16, fill #E5E5E0, radius 12px, padding 0 8px 0 16px; 16px search icon #62625B at x 330; placeholder \"Search for easy dinners, fashion, etc.\" 16px/400 #62625B at x 354. Its wrapper is x 298-877 with 16px padding each side. Hidden on phone",
        "actions": [
          "Log in: 76x48 at x 1252, fill #E60023, label #FFFFFF 16px/500, radius 16px, padding 6px 14px, 2px transparent border; hover #CC001F",
          "Sign up: 88x48 at x 1336 (8px gap), fill #E5E5E0, label #000000 16px/500, radius 16px; hover #DADAD3. Right edge at x 1424 (16px from the edge)"
        ],
        "sticky": "position fixed at the top; white; no shadow when scrolled",
        "phone": {
          "shows": "The same desktop header, unchanged (Pinterest serves its desktop web layout to a desktop-browser user agent at 390px): logo x 28, Explore 138, Shop 226, About 298 are visible; Businesses 376, Create 492, News 575, Log in 673 and Sign up 757 run off the right edge. The search field is hidden. 80px tall",
          "menu": "none: no hamburger",
          "cta": "Log in and Sign up are offscreen to the right at 390 (reachable by horizontal scroll)",
          "document_width": "The document is 800px wide at a 390 viewport (horizontal overflow); full-page captures are 800px wide",
          "rebuild": "To match Pinterest at 390, do not build a reflowed phone layout: keep every desktop size and the phone x/y values given in each section (html min-width 800px, sections still 390px-based where the phone values say so). The visible 390px viewport then shows exactly what Pinterest shows: logo, Explore, Shop, About; H1 cut after \"Create the life you\"; the gray button cut at the edge"
        }
      },
      "hero": {
        "summary": "Two columns on white: a two-line 48px heavy black headline with a red and a gray button at left; a collage of six rounded photo tiles at right, touching the bottom of the nav.",
        "desktop": {
          "section": "y 80-594 (514px), container x 118-1322 with padding 0 32px, so content runs x 150-1290 (1140px)",
          "column_split": "text column from x 150; media column x 768-1290 (522px)",
          "vertical_anchors": "H1 top y 242, two lines, bottom y 348 (line 52.8px); buttons y 384-432; collage image y 80-530 (starts directly under the nav)",
          "text_max_width": "H1 box 473px: \"Create the life you love\" / \"on Pinterest\" (break after \"love\"; set max-width 480px or a <br>)",
          "buttons": "Join Pinterest for free 192x48 at x 150 (fill #E60023, label #FFFFFF 16px/500); 8px gap; I already have an account 219x48 at x 350 (fill #E5E5E0, label #000000 16px/500); both radius 16px",
          "media": "ONE image file, hero-collage.jpg (735x634), placed at x 768, y 80, 522x450, object-fit cover, no radius on the img (the six tiles and their rounded corners and white gaps are inside the image)"
        },
        "phone": {
          "order": "Same two-column row as desktop at fixed widths (no reflow): H1 at x 32 y 172 (box 473px, so \"Create the life you\" is cut at the right edge of the 390 viewport), buttons y 314-362 at x 32 and x 232 (the gray one cut at the edge); the collage image sits offscreen at x 569, y 80, 360x311",
          "alignment": "left, 32px from the edge",
          "sizes": "H1 48px/52.8px 900 -0.5px in 2 lines; buttons 48px tall; section y 80-455 (375px)"
        },
        "at_rest": {
          "collage": "The collage is a vertical slideshow; at rest it shows hero-collage.jpg: top-left flowers on yellow (cropped by the nav), top-right plant (cropped), centre-left man in a lime hoodie, centre the tall tile of red hair under an orange-and-pink checked scarf on blue, right a manicured hand on sage, bottom-right an orange sofa. Place the image; never rebuild the tiles in CSS",
          "scroll_chevrons": "Scroll up/down controls exist (48x48 at x 720) but are white-on-white and invisible at rest: draw nothing"
        },
        "type": "H1 \"Create the life you love on Pinterest\" 48px/52.8px weight 900 (stand-in Figtree 800, -2px), -0.5px on the real face, #000000",
        "cta": "primary red + secondary gray, 48px tall, 16px radius, 8px apart",
        "proof": "none"
      },
      "sections": [
        {
          "name": "Seasonal band: Spooky season starts here",
          "summary": "Warm off-white wash fading to white; a centred 48px headline and 20px subline, a 1140x600 rounded photo banner with a floating white board card, then a \"More bewitching ideas\" heading row with See more and a carousel of four board cards.",
          "ground": "white page with linear-gradient(to bottom, #F6F6F3 0%, rgba(246,246,243,0) 100%) over the whole band (y 594-1943), so it is #F6F6F3 at the top and white at the bottom",
          "desktop": {
            "band": "y 594-1943 (1349px)",
            "h2": "\"Spooky season starts here\" 48px/52.8px 900 -0.5px #000000, centred, one line (555px wide) at y 694 (100px under the band top)",
            "sub": "\"Uncover inspiration for every spellbinding moment\" 20px/28px 400 #000000, centred, y 763",
            "banner": "1140x600 at x 150, y 855, radius 32px, overflow hidden, photo object-fit cover (seasonal-banner-nails.jpg at rest)",
            "banner_card": "white card 450x140 centred in the banner (x 495, y 1085), radius 40px, padding 20px 24px 20px 20px, box-shadow 0 0 100px rgba(0,0,0,0.2); 100x100 thumbnail (seasonal-banner-nails-thumb.jpg, radius 20px) at the left; 16px gap; title \"Spooky nails\" 32px/34px 700 #000000 at x 631 y 1120; \"17 Pins\" 24px/28px 400 #62625B under it (y 1162)",
            "pause": "a small white pause glyph (two 3x12px bars, no fill behind) at the banner bottom-left, about x 200 y 1398",
            "heading_row": "\"More bewitching ideas\" 36px/39.6px 900 -0.5px #000000 at x 150, y 1499 (one line, 352px); See more button 103x48 at x 1187, y 1495 (fill #E5E5E0, label #211922 16px/500, radius 16px)",
            "carousel": "four board cards visible at x 150, 439, 728, 1017 (273px wide, 289px pitch, 16px gap), top y 1567; the row is clipped at x 1290 (the fifth card starts at 1306 and is hidden). A 36x36 white circular Next button (16px black chevron, soft shadow) sits over the right edge of card 4 at x 1242, y 1640; no Previous button at rest"
          },
          "phone": {
            "band": "y 455-1512 (1057px), the same gradient, 390px wide",
            "h2": "48px/52.8px 900 centred in 374px (x 8), 2 lines \"Spooky season / starts here\", y 555",
            "sub": "20px/28px centred, 2 lines \"Uncover inspiration for every / spellbinding moment\", y 676",
            "banner": "374x197 at x 8, y 796, radius 32px, showing seasonal-banner-party.jpg (the phone capture caught the Party planning slide). The whole banner, card included, scales by 374/1140: card about 148x46 centred, 33px thumbnail, title \"Party planning\" about 11px 700, \"26 Pins\" about 8px #62625B; pause glyph bottom-left",
            "heading_row": "\"More bewitching ideas\" 36px/39.6px 900 at x 8, 2 lines (283px wide) y 1033; See more 83x54 at x 299 y 1045 with its label wrapped to 2 lines (\"See / more\")",
            "carousel": "cards at the desktop size (273px) from x 9 with 289px pitch, top y 1137; card 1 fully visible, card 2 cut at the 390 edge; Next button 36x36 at x 334, y 1209"
          },
          "anatomy": [
            "Board card (273x253): image block 273x182 = one 182x182 main tile (radius 16px 0 0 16px) + two 91x91 tiles stacked at right (top radius 0 16px 0 0, bottom 0 0 16px 0), the two small tiles carry a 1px white border on their inner edges as the seam (182 + 91 = 273); wrapper fill #E5E5E0, placeholder #EFEFEF, a rgba(0,0,0,0.04) wash on each tile",
            "Card text, inset 8px: title 16px/22.4px 700 #000000 at image bottom + 8px (y 1757); category line 12px/18px 400 #000000 + 12px verified badge #DD0E0E 4px after it, optional \"+ 1\" (y 1782); meta \"65 Pins · 1w\" 12px/18px 400 #62625B (y 1802)",
            "Board titles are Pinterest's own editorial content and are exempt from the partner copy rules (keep them verbatim). Card 1 \"Trending halloween costumes\" Fashion, 65 Pins · 1w; card 2 \"Costume planning starts here\" Fashion, 105 Pins · 1mo; card 3 \"Spooky season aesthetic\" Inspiration + 1, 70 Pins · 2mo; card 4 \"Halloween home inspo\" Home Decor + 1, 59 Pins · 2mo",
            "Images: carousel-cardN-main / -top / -bottom.jpg for N = 1-4 (object-fit cover)",
            "Card radius on the link: 8px; press feedback transform 0.085s ease-out"
          ],
          "components": "button_secondary (See more), board_card, carousel_arrow, banner_board_card"
        },
        {
          "name": "Bring your favorite ideas to life",
          "summary": "Centred intro to the feature rows: a 50px bold headline and a two-line 20px lead on the same off-white-to-white wash.",
          "ground": "white with linear-gradient(to bottom, #F6F6F3 0%, rgba(246,246,243,0) 100%), y 1943-2275",
          "desktop": {
            "band": "y 1943-2275 (332px)",
            "h2": "\"Bring your favorite ideas to life\" 50px/60px 700 #211922, centred, one line (710px) at y 2043",
            "lead": "\"With Pinterest, you can unlock tools that spark your creativity and help you\" / \"find more inspiration.\" 20px/28px 400 #000000, centred, max-width 700px, 2 lines at y 2119"
          },
          "phone": {
            "band": "y 1512-2020 (508px)",
            "h2": "50px/60px 700 #211922 centred in 294px (x 48), 3 lines \"Bring your / favorite / ideas to life\" at y 1612",
            "lead": "20px/28px centred in 294px, 4 lines \"With Pinterest, you can unlock / tools that spark your creativity / and help you find more / inspiration.\" at y 1808"
          },
          "anatomy": [
            "No button, no image; the gradient restarts at the top of this band so there is a faint seam at y 1943"
          ]
        },
        {
          "name": "Feature row 1: Search by skin tone (media left)",
          "summary": "A 550x550 rounded panel image at left, heading, body and a red Join Pinterest button at right, text vertically centred on the panel.",
          "ground": "#FFFFFF",
          "desktop": {
            "band": "y 2275-2825 (550px), then 100px white before the next row",
            "media": "feature-skin-tone.jpg 550x550 at x 218, y 2275, radius 32px (the beige panel, phone mock, swatches and photos are all inside the image)",
            "text": "column at x 858: H3 \"Search by skin tone\" 38px/45px 700 #211922 at y 2455 (one line); body \"Search with skin tone ranges for beauty ideas that\" / \"represent you\" 20px/28px 400 #000000, max-width 500px, at y 2516; button Join Pinterest 134x48 at y 2596 (24px under the body's last line)",
            "gap": "90px between the image (right edge 768) and the text (858)"
          },
          "phone": {
            "band": "y 2020-2570",
            "layout": "the row keeps the 550px image and shrinks the text column: image at x -271 (only its right 279px shows), text column x 311-437 (126px): H3 3 lines \"Search / by skin / tone\" at y 2082, body 7 lines at y 2233, button \"Join Pinterest\" 126x54 with its label wrapped to 2 lines at y 2453"
          },
          "anatomy": [
            "H3 top = row top + 180px; button = 48px, label #FFFFFF 16px/500, fill #E60023, radius 16px"
          ]
        },
        {
          "name": "Feature row 2: Collaborate with group boards (media right)",
          "summary": "Mirror of row 1: text at left, 550x550 panel at right.",
          "ground": "#FFFFFF",
          "desktop": {
            "band": "y 2925-3475",
            "text": "column at x 125: H3 \"Collaborate with group boards\" 38px/45px 700 #211922 at y 3105 (one line, 543px); body \"Visualize your ideas with others, using a Pinterest\" / \"account\" 20px/28px max-width 500px at y 3166; Join Pinterest 134x48 at x 125, y 3246",
            "media": "feature-group-boards.jpg 550x550 at x 765, y 2925, radius 32px"
          },
          "phone": {
            "band": "y 2670-3220",
            "layout": "text column at x -201 (offscreen left, 210px wide: H3 3 lines, body 3 lines, button 134x48 at x -201 y 3050); image 550x550 at x 41 (visible x 41-390)"
          },
          "anatomy": [
            "Same type and spacing as row 1"
          ]
        },
        {
          "name": "Feature row 3: Search visually with images (media left)",
          "summary": "Same as row 1 with the visual-search panel.",
          "ground": "#FFFFFF",
          "desktop": {
            "band": "y 3575-4125",
            "media": "feature-visual-search.jpg 550x550 at x 218, y 3575, radius 32px",
            "text": "column at x 858: H3 \"Search visually with images\" 38px/45px 700 #211922 at y 3755 (one line, 491px); body \"Search objects within an image to find\" / \"more styles you'll love\" 20px/28px max-width 400px at y 3816; Join Pinterest 134x48 at y 3896"
          },
          "phone": {
            "band": "y 3320-3870",
            "layout": "image at x -275 (right 275px visible), text column x 307-442 (135px): H3 4 lines \"Search / visually / with / images\" at y 3377, body 6 lines at y 3573, button 134x48 at y 3765"
          },
          "anatomy": [
            "100px white below, then the signup band"
          ]
        },
        {
          "name": "Signup band: Sign up to get your ideas",
          "summary": "A full-bleed wall of rounded photo tiles under a 50% warm-dark scrim; a 70px white headline at left and the white signup card at right.",
          "ground": "photo-dark: signup-photo-wall.jpg (1748x1307) placed 1408x1053 centred on the band (x 16, y 4110; object-fit contain), clipped to the band, under a rgba(36,36,33,0.5) scrim (#242421 at 50%)",
          "desktop": {
            "band": "y 4225-5048 (823px), overflow hidden",
            "h2": "\"Sign up to get\" / \"your ideas\" 70px/84px 600 #FFFFFF at x 123, y 4552 (2 lines, 475px), in a left half (x 0-720) and vertically centred",
            "card": "white card 450x695 at x 855, y 4289, radius 20px, box-shadow 0 3px 12px rgba(0,0,0,0.2), content x 879-1281 (24px padding)"
          },
          "phone": {
            "band": "y 3970-4793",
            "layout": "no reflow: the wall image sits at x -509; H2 at x -195 (only \"up to\" / \"ur ideas\" fragments show at the left edge); the card at x 165, y 4034 (its left 225px visible)"
          },
          "anatomy": [
            "Card top: 64x64 tile #F6F6F3 radius 20px at x 879 y 4313 holding the 36px red P badge (signup-p-badge.svg)",
            "Title \"Welcome to Pinterest\" 28px/30.8px 700 -0.5px #000000 at y 4393, left-aligned; subline \"Join Pinterest for free to discover more ideas\" 16px/22.4px 400 at y 4428",
            "Inputs 402x56, radius 12px, 1px solid #91918C, white, padding 15.8px 11px, placeholder 16px #62625B: \"Enter your email\" y 4474; \"Create a password\" y 4537 with two 16px icons (info, eye) at x 1217 and 1249; helper \"Use 8 or more letters, numbers and symbols\" 12px/18px #62625B at y 4601; \"Enter your birthday (mm/dd/yyyy)\" 402x58 at y 4627 with info and calendar icons",
            "Continue 402x48 red #E60023, radius 16px, label #FFFFFF 16px/500, y 4701; \"OR\" 14px #000000 centred y 4757; Continue with Google 402x48 white, 1px #91918C, radius 16px, padding 12px 44px 12px 16px, 20px Google G at the left (x 896), label 16px/500 #000000 centred, y 4783",
            "\"Already have an account? Log in\" 16px/22.4px 400 at y 4855 and \"Are you a business? Get started here\" at y 4885 (links underlined, #000000); legal 12px/18px #62625B 2 lines at y 4924: \"By continuing, you agree to Pinterest's Terms of Service and\" / \"acknowledge you've read our Privacy Policy. Notice at collection.\" (the three link names underlined)"
          ],
          "components": "signup_card, input, button_primary, button_google"
        }
      ],
      "footer": {
        "summary": "Black footer: white script Pinterest logo at left, three short link columns at right, copyright under the logo.",
        "ground": "#000000, y 5048-5452 (404px) desktop; phone y 4793-5215",
        "anatomy": [
          "Logo: white script \"Pinterest\" wordmark 165x40 at x 150, y 5148 (footer-logo-pinterest-script.svg)",
          "Columns 160px wide at x 746, 938, 1130 (192px pitch); headings 16px/22.4px 700 #FFFFFF at y 5148; links 16px/22.4px 400 #FFFFFF at y 5187, 5226, 5264 (39px pitch), no underline",
          "Get the app: iOS, Android | Quick links: Explore, Shop, Help Center | Policies: Terms of service, Privacy policy, Non-user notice",
          "Copyright \"© 2026 Pinterest\" 12px/18px 400 #FFFFFF at x 150, y 5333",
          "No social icons, no address, no phone number, no language selector"
        ],
        "phone": "Same layout at fixed widths: logo x 150, columns x 240, 432, 624 (third column offscreen), copyright wraps to 2 lines (\"© 2026 / Pinterest\") in a 90px box at x 150, y 5078"
      },
      "dark_ground": {
        "secondary_button": "not used on dark grounds on the homepage",
        "link": "#FFFFFF, no underline (footer)",
        "muted_text": "none: footer text is all #FFFFFF",
        "hairline": "none",
        "logo_variant": "white script wordmark (footer); the red wordmark only on white (nav)"
      },
      "variants": "pinterest.com varies by load: on 2026-10-31 most loads showed this seasonal (Halloween) band; others showed a plain \"More winning ideas\" board carousel without the banner, or no carousel. This anatomy is the seasonal variant the reference was captured from. The seasonal banner and board titles change with the season; the structure stays."
    },
    "bands": [
      {
        "label": "Navigation",
        "ground": "#FFFFFF",
        "content": "red wordmark, Explore, Shop, search, About, Businesses, Create, News, Log in, Sign up",
        "desktop": "80px fixed",
        "phone": "80px, same items at fixed widths, overflowing to the right; no search",
        "anatomy": [
          "No border or shadow"
        ]
      },
      {
        "label": "Hero",
        "ground": "#FFFFFF",
        "content": "48px two-line H1, red + gray buttons; photo collage right",
        "desktop": "y 80-594",
        "phone": "y 80-455, H1 cut at the right edge, collage offscreen",
        "anatomy": [
          "Collage is one image under the nav"
        ]
      },
      {
        "label": "Seasonal band",
        "ground": "#F6F6F3",
        "content": "centred H2 + sub, 1140x600 banner with board card, carousel heading + See more, four board cards",
        "desktop": "y 594-1943",
        "phone": "y 455-1512",
        "anatomy": [
          "Ground is a #F6F6F3-to-transparent top-down gradient on white"
        ]
      },
      {
        "label": "Bring your favorite ideas to life",
        "ground": "#F6F6F3",
        "content": "centred 50px H2 and 20px lead",
        "desktop": "y 1943-2275",
        "phone": "y 1512-2020",
        "anatomy": [
          "Same gradient, restarted"
        ]
      },
      {
        "label": "Feature rows x3",
        "ground": "#FFFFFF",
        "content": "550x550 rounded panel image + 38px H3, 20px body, red Join Pinterest; alternating sides",
        "desktop": "rows at y 2275, 2925, 3575 (550 tall, 100 gap)",
        "phone": "rows at 2020, 2670, 3320; image partly offscreen, text in a narrow column",
        "anatomy": [
          "Image left, right, left"
        ]
      },
      {
        "label": "Signup band",
        "ground": "photo-dark",
        "content": "photo wall under a 50% scrim, 70px white H2 left, white signup card right",
        "desktop": "y 4225-5048",
        "phone": "y 3970-4793",
        "anatomy": [
          "Card 450x695 radius 20px"
        ]
      },
      {
        "label": "Footer",
        "ground": "#000000",
        "content": "white script logo, three link columns, copyright",
        "desktop": "y 5048-5452",
        "phone": "y 4793-5215",
        "anatomy": []
      }
    ],
    "layout": {
      "page_margin": {
        "desktop": 150,
        "phone": 8
      },
      "section_padding": {
        "desktop": 100,
        "phone": 100
      },
      "container_max": 1140,
      "hero_text_max": 480,
      "columns": 2,
      "columns_phone": 2,
      "gutter": 16,
      "gutter_phone": 16,
      "card_gap": 16,
      "nav_height": 80,
      "note": "Measured on https://www.pinterest.com/ (2026-10-31) at 1440 and 390. Content x 150-1290 (1140px) for hero, seasonal band and carousel; feature rows use x 125/218 to 765/1315 (550px image + 90px gap + text). Section headings sit 100px under their band top; feature rows are 550px tall with 100px between. Phone: the page does not reflow (document 800px wide); centred sections use an 8px margin (374px), the hero 32px. Gestalt's published spacing: 16px margins for text content, 8px for image content and phone grid gutters, 32px between content blocks, 24px between Pin reps with metadata.",
      "prov": "observed",
      "source": "https://www.pinterest.com/ (2026-10-31)"
    },
    "type": [
      {
        "role": "Signup headline",
        "id": "display-xl",
        "face": "display",
        "size": {
          "desktop": 70,
          "phone": 70
        },
        "line_height": 1.2,
        "tracking_px": 0,
        "weight": 600,
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "note": "Pin Sans 600 (renders the 700 file nearest); Figtree 600"
      },
      {
        "role": "Hero H1 / seasonal H2",
        "id": "display-l",
        "face": "display",
        "size": {
          "desktop": 48,
          "phone": 48
        },
        "line_height": 1.1,
        "tracking_px": -2,
        "weight": 800,
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "note": "Real face: 900 requested, -0.5px. Stand-in Figtree 800 at -2px matches width"
      },
      {
        "role": "Section H2 (Bring...)",
        "id": "heading-xl",
        "face": "display",
        "size": {
          "desktop": 50,
          "phone": 50
        },
        "line_height": 1.2,
        "tracking_px": 0,
        "weight": 700,
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "color": "#211922"
      },
      {
        "role": "Feature H3",
        "id": "heading-l",
        "face": "display",
        "size": {
          "desktop": 38,
          "phone": 38
        },
        "line_height": 1.18,
        "tracking_px": 0,
        "weight": 700,
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "color": "#211922"
      },
      {
        "role": "Carousel heading",
        "id": "heading-m",
        "face": "display",
        "size": {
          "desktop": 36,
          "phone": 36
        },
        "line_height": 1.1,
        "tracking_px": -1.5,
        "weight": 800,
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)",
        "note": "Real: 900, -0.5px"
      },
      {
        "role": "Banner card title",
        "id": "title-l",
        "face": "display",
        "size": {
          "desktop": 32,
          "phone": 11
        },
        "line_height": 1.06,
        "tracking_px": 0,
        "weight": 700,
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      {
        "role": "Signup card title",
        "id": "title-m",
        "face": "display",
        "size": {
          "desktop": 28,
          "phone": 28
        },
        "line_height": 1.1,
        "tracking_px": -0.5,
        "weight": 700,
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      {
        "role": "Lead",
        "id": "body-l",
        "face": "body",
        "size": {
          "desktop": 20,
          "phone": 20
        },
        "line_height": 1.4,
        "tracking_px": 0.2,
        "weight": 400,
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      {
        "role": "Board title / footer heading",
        "id": "body-strong",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 16
        },
        "line_height": 1.4,
        "tracking_px": 0,
        "weight": 700,
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      {
        "role": "Nav link / button label",
        "id": "label",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 16
        },
        "line_height": 1.2,
        "tracking_px": 0.15,
        "weight": 500,
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      {
        "role": "Body / footer link",
        "id": "body",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 16
        },
        "line_height": 1.4,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      {
        "role": "Meta / legal",
        "id": "caption",
        "face": "body",
        "size": {
          "desktop": 12,
          "phone": 12
        },
        "line_height": 1.5,
        "tracking_px": 0,
        "weight": 400,
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      }
    ],
    "components": {
      "button_primary": {
        "fill": "#E60023",
        "text": "#FFFFFF",
        "radius": 16,
        "height": 48,
        "padding": "6px 14px (inside a 2px transparent border)",
        "padding_x": 16,
        "font_size": 16,
        "weight": 500,
        "face": "body",
        "example": "Log in (76x48), Join Pinterest for free (192x48), Join Pinterest (134x48), Continue (402x48)",
        "states": {
          "hover": {
            "measured": {
              "fill": "#CC001F"
            },
            "css": {
              "background-color": "#CC001F"
            },
            "prov": "observed"
          },
          "active": {
            "css": {
              "transform": "scale(0.97)",
              "transition": "transform 0.085s ease-out"
            },
            "prov": "observed",
            "measured": {
              "transition": "transform 0.085s ease-out (the scale value is our reading)"
            }
          }
        },
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      "button_secondary": {
        "fill": "#E5E5E0",
        "text": "#000000",
        "radius": 16,
        "height": 48,
        "padding": "6px 14px (inside a 2px transparent border)",
        "padding_x": 16,
        "font_size": 16,
        "weight": 500,
        "face": "body",
        "example": "Sign up (88x48), I already have an account (219x48), See more (103x48, label #211922)",
        "states": {
          "hover": {
            "measured": {
              "fill": "#DADAD3"
            },
            "css": {
              "background-color": "#DADAD3"
            },
            "prov": "observed"
          }
        },
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      "button_google": {
        "fill": "#FFFFFF",
        "text": "#000000",
        "radius": 16,
        "height": 48,
        "ring_px": 1,
        "ring": "#91918C",
        "padding": "12px 44px 12px 16px",
        "padding_x": 16,
        "font_size": 16,
        "weight": 500,
        "face": "body",
        "example": "Continue with Google (402x48), 20px G icon left",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      "nav_link": {
        "fill": "none",
        "text": "#000000",
        "radius": 16,
        "height": 48,
        "padding": "6px 14px",
        "font_size": 16,
        "weight": 500,
        "note": "hover fill rgba(246,246,243,0.5)",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      "search_field": {
        "fill": "#E5E5E0",
        "radius": 12,
        "height": 48,
        "padding": "0 8px 0 16px",
        "note": "16px #62625B icon, 16px #62625B placeholder; 547px wide at 1440",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      "input": {
        "fill": "#FFFFFF",
        "border": "1px solid #91918C",
        "radius": 12,
        "height": 56,
        "padding": "15.8px 11px",
        "note": "402px wide; placeholder 16px #62625B",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      "board_card": {
        "radius": 16,
        "note": "273x253: 182 main tile + two 91 tiles, 1px white seams, outer corners 16px; text inset 8px (16/700 title, 12px category with red verified badge, 12px #62625B meta)",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      "carousel_arrow": {
        "fill": "#FFFFFF",
        "radius": "pill",
        "height": 36,
        "note": "36x36 white circle, 16px #000000 chevron, soft shadow; Next only at rest",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      "banner_board_card": {
        "fill": "#FFFFFF",
        "radius": 40,
        "note": "450x140, padding 20px 24px 20px 20px, shadow 0 0 100px rgba(0,0,0,0.2), 100px thumbnail radius 20px, 32/700 title + 24/400 #62625B count",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      "signup_card": {
        "fill": "#FFFFFF",
        "radius": 20,
        "note": "450x695, 24px padding, shadow 0 3px 12px rgba(0,0,0,0.2)",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      },
      "media_panel": {
        "radius": 32,
        "note": "feature images 550x550 and the 1140x600 seasonal banner",
        "prov": "observed",
        "source": "https://www.pinterest.com/ (2026-10-31)"
      }
    }
  },
  "system": {
    "fixed": [
      "The red P badge, never altered",
      "Pushpin red #E60023 as the only action color",
      "Real photos in rounded tiles",
      "Short, warm, sentence-case copy"
    ],
    "flex": "How much brand color: product UI stays neutral; brand moments (onboarding, celebrations, launches) may use color fills and reserved colors when contrast holds.",
    "traits": [
      {
        "is": "Simple",
        "not": "Fluffy",
        "text": "Make the complex clear; short sentences, short words (paraphrase).",
        "source": "https://gestalt.pinterest.systems/v1/foundations/content_standards/voice",
        "prov": "published"
      },
      {
        "is": "Conversational",
        "not": "Stiff",
        "text": "Humans talking to humans; read it aloud (paraphrase).",
        "source": "https://gestalt.pinterest.systems/v1/foundations/content_standards/voice",
        "prov": "published"
      },
      {
        "is": "Clever",
        "not": "Hyperbolic",
        "text": "A dash of wordplay to grab attention, avoiding hyperbole (paraphrase).",
        "source": "https://gestalt.pinterest.systems/v1/foundations/content_standards/voice",
        "prov": "published"
      }
    ]
  },
  "formats": [
    {
      "format": "Landing page",
      "level": 2,
      "must": "Build it the way pinterest.com is built (kit.spec.page, homepage voice): white page, 80px white nav with the red wordmark, heavy 48px sentence-case H1 with a red and a warm-gray 48px button (16px radius), real photos in rounded tiles (hero collage, board cards, 550px panels with 32px radius), #F6F6F3-to-white washes, a photo-wall signup band under a 50% scrim, black footer",
      "flex": "which sections, the seasonal theme, how many feature rows"
    },
    {
      "format": "Deck",
      "level": 2,
      "must": "White grounds, heavy sentence-case headlines, photos in rounded tiles, red only on the call to action",
      "flex": "one brand-moment slide in a reserved color fill"
    },
    {
      "format": "Proposal page",
      "level": 1,
      "must": "White ground, black copy, one red CTA, rounded photo tiles of the buyer's own work",
      "flex": "board-card style summary"
    },
    {
      "format": "Social post",
      "level": 3,
      "must": "Photo grid in rounded tiles, short clever headline, centred lockup with a link to the account",
      "flex": "seasonal wordplay"
    },
    {
      "format": "Email",
      "level": 2,
      "must": "White, one red button, photo tiles, short lines",
      "flex": "a board card"
    }
  ],
  "checks": [
    {
      "name": "Logo hidden",
      "text": "Cover the logo. A page of rounded photo tiles, one red 16px-radius button and short heavy sentence-case headlines should still read as Pinterest."
    },
    {
      "name": "Photo first",
      "text": "If type or color is louder than the pictures, cut it back."
    },
    {
      "name": "Verb check",
      "text": "Search the copy for \"pin\" used as a verb and for \"trending\" claims."
    }
  ],
  "examples": [
    {
      "chapter": "voice",
      "do": {
        "ground": "paper",
        "text": "Find more ideas on Pinterest"
      },
      "do_caption": "An approved partner phrase.",
      "dont": {
        "ground": "paper",
        "text": "Trending on Pinterest"
      },
      "dont_caption": "Banned for partners' own Pins."
    },
    {
      "chapter": "voice",
      "do": {
        "ground": "paper",
        "text": "Save this idea"
      },
      "do_caption": "Save is the verb.",
      "dont": {
        "ground": "paper",
        "text": "Pin this idea"
      },
      "dont_caption": "Never Pin as a verb."
    },
    {
      "chapter": "color",
      "do": {
        "ground": "paper",
        "text": "Join Pinterest",
        "button": true,
        "button_fill": "#E60023"
      },
      "do_caption": "Red only on the action.",
      "dont": {
        "ground": "#E60023",
        "text": "Join Pinterest",
        "ink": "#FFFFFF"
      },
      "dont_caption": "No red section grounds on core pages."
    }
  ],
  "make_it_yours": {
    "note": "Everything above transfers. These are Pinterest'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": {
          "label": "Purpose (design system)",
          "text": "Build experiences that inspire people to create the life they love.",
          "prov": "published",
          "source": "https://gestalt.pinterest.systems/",
          "paraphrase": true
        },
        "story": {
          "text": "Pinterest presents itself as a visual search and shopping platform: people find ideas as Pins, collect them on boards, and act on them. Its newer framing adds Pinterest Intelligence (visual understanding plus AI) and a \"more positive place online\" stance built on inclusive search, teen safety and wellbeing.",
          "prov": "published",
          "source": "https://newsroom.pinterest.com/company/",
          "paraphrase": true,
          "also": [
            "https://about.pinterest.com/"
          ]
        },
        "values": [
          {
            "name": "Inspiration starts with inclusion",
            "means": "A diverse, equitable workplace and inclusive product features (paraphrase).",
            "prov": "published",
            "source": "https://newsroom.pinterest.com/company/"
          },
          {
            "name": "A more positive platform",
            "means": "Everyone who visits should feel seen and safer (paraphrase).",
            "prov": "published",
            "source": "https://newsroom.pinterest.com/company/"
          },
          {
            "name": "Protecting our planet",
            "means": "Credible emissions cuts and renewable power (paraphrase).",
            "prov": "published",
            "source": "https://newsroom.pinterest.com/company/"
          }
        ]
      },
      "positioning": {
        "statement": {
          "text": "The visual search and shopping platform where people discover ideas and turn inspiration into action.",
          "prov": "published",
          "source": "https://newsroom.pinterest.com/company/",
          "paraphrase": true
        },
        "category": {
          "text": "Visual search and shopping platform (newsroom); visual discovery for ideas, plans and shopping",
          "prov": "published",
          "source": "https://newsroom.pinterest.com/company/"
        },
        "audience": {
          "text": "People looking for ideas for their home, style, food, beauty and plans; and, on the business side, advertisers who want to reach them while they plan and shop.",
          "prov": "published",
          "source": "https://business.pinterest.com/",
          "paraphrase": true
        },
        "problem": {
          "text": "Feeds built for likes instead of for what you actually like; ideas you can't yet put into words (paraphrase).",
          "prov": "published",
          "source": "https://about.pinterest.com/"
        },
        "promise": {
          "text": "Find ideas that fit your taste, save them, and bring them to life.",
          "prov": "published",
          "source": "https://about.pinterest.com/",
          "paraphrase": true
        },
        "differentiators": [
          {
            "text": "Visual search: search within an image to find the objects and styles in it.",
            "prov": "published",
            "source": "https://about.pinterest.com/"
          },
          {
            "text": "Boards: collections of saved Pins for planning, shareable as group boards.",
            "prov": "published",
            "source": "https://about.pinterest.com/"
          },
          {
            "text": "Inclusive filters: skin tone range, hair type and body type.",
            "prov": "published",
            "source": "https://about.pinterest.com/"
          },
          {
            "text": "Intent: people arrive to plan and shop, so ads are welcome rather than interruptions.",
            "prov": "published",
            "source": "https://business.pinterest.com/"
          }
        ],
        "alternatives": [
          {
            "text": "Social feeds built around likes and followers (implied by \"not just what gets likes\").",
            "prov": "inferred",
            "source": "https://about.pinterest.com/",
            "why": "The about page frames the contrast but names no competitor."
          },
          {
            "text": "Text search for ideas you can't describe in words (implied by visual search framing).",
            "prov": "inferred",
            "source": "https://about.pinterest.com/",
            "why": "Paraphrase of \"even when you don't have the words yet\"; no competitor named."
          }
        ]
      },
      "messaging": {
        "taglines": [
          {
            "text": "Create the life you love",
            "prov": "observed",
            "source": "https://www.pinterest.com/ (2026-10-31)",
            "where": "Homepage H1 (\"...on Pinterest\"); echoes Gestalt's purpose line"
          },
          {
            "text": "A more inspired internet. A better world.",
            "prov": "published",
            "source": "https://newsroom.pinterest.com/company/",
            "where": "Newsroom company page, impact section"
          },
          {
            "text": "Then get started. All on Pinterest",
            "prov": "published",
            "source": "https://newsroom.pinterest.com/company/",
            "where": "Newsroom company page header (with \"Get inspired\")"
          }
        ],
        "attributes": [
          "inspiring",
          "positive",
          "visual",
          "personal"
        ],
        "key_messages": [],
        "boilerplate": {
          "text": "Pinterest is a visual search and shopping platform where over 600 million people a month discover ideas, find products they love and turn inspiration into action, powered by Pinterest Intelligence. Headquartered in San Francisco; on iOS, Android and pinterest.com.",
          "prov": "published",
          "source": "https://newsroom.pinterest.com/company/",
          "paraphrase": true
        },
        "pillars": [
          {
            "name": "Inspiration to action",
            "claim": "Discover an idea, save it, then try, buy or do it.",
            "prov": "published",
            "source": "https://newsroom.pinterest.com/company/",
            "proof": [
              "p-mau",
              "p-saves"
            ]
          },
          {
            "name": "A more positive place online",
            "claim": "Find what you actually like, not just what gets likes; safety and wellbeing built in.",
            "prov": "published",
            "source": "https://about.pinterest.com/",
            "proof": [
              "p-fund",
              "p-renew"
            ]
          },
          {
            "name": "Search that sees you",
            "claim": "Visual search and inclusive filters (skin tone range, hair type, body type) so results reflect the person.",
            "prov": "published",
            "source": "https://about.pinterest.com/",
            "proof": [
              "p-skintone"
            ]
          },
          {
            "name": "Shopping with intent",
            "claim": "People come to plan and shop, so ads feel relevant rather than distracting.",
            "prov": "published",
            "source": "https://business.pinterest.com/",
            "proof": [
              "p-shop"
            ]
          }
        ],
        "proof_points": [
          {
            "id": "p-mau",
            "kind": "stat",
            "text": "661 million monthly active users (newsroom footnote 1).",
            "prov": "published",
            "source": "https://newsroom.pinterest.com/company/"
          },
          {
            "id": "p-saves",
            "kind": "stat",
            "text": "1.5 billion Pins saved every week.",
            "prov": "published",
            "source": "https://newsroom.pinterest.com/company/"
          },
          {
            "id": "p-shop",
            "kind": "stat",
            "text": "More than 50% of users think of Pinterest as a place to shop.",
            "prov": "published",
            "source": "https://newsroom.pinterest.com/company/"
          },
          {
            "id": "p-fund",
            "kind": "stat",
            "text": "Pinterest Impact Fund: $30M invested in 60+ nonprofits for emotional wellbeing.",
            "prov": "published",
            "source": "https://about.pinterest.com/"
          },
          {
            "id": "p-renew",
            "kind": "fact",
            "text": "100% renewable electricity in Pinterest offices.",
            "prov": "published",
            "source": "https://about.pinterest.com/"
          },
          {
            "id": "p-skintone",
            "kind": "fact",
            "text": "Search results can be customized by skin tone range and hair type.",
            "prov": "published",
            "source": "https://about.pinterest.com/"
          }
        ],
        "claim_boundaries": [
          {
            "text": "Never imply Pinterest sponsors, endorses or partners with you (badge only with a link to your own account).",
            "prov": "published",
            "source": "https://business.pinterest.com/brand-guidelines/"
          },
          {
            "text": "Don't call your Pins \"trending\"; \"popular\" only with Analytics proof.",
            "prov": "published",
            "source": "https://business.pinterest.com/brand-guidelines/"
          },
          {
            "text": "Pinterest in video, TV or film needs written approval from a partner manager, requested 10+ business days ahead.",
            "prov": "published",
            "source": "https://business.pinterest.com/brand-guidelines/"
          },
          {
            "text": "Audience numbers differ by page (newsroom: \"over 600 million\" in the boilerplate, 661 million in the stat block, \"500+ million\" in the impact copy): quote the dated stat with its footnote.",
            "prov": "observed",
            "source": "https://newsroom.pinterest.com/company/"
          }
        ]
      }
    }
  }
}