What is Pagani's primary brand color?

Pagani's marketing site has no brand voltage in the conventional sense — no signature red, no chrome-blue badge, no orange accent. The captured palette is three structural tokens: pure white ink (frequency 210 across the page), pure black canvas (frequency 23), and a near-black charcoal (frequency 4) reserved for emphasis bands. Every chromatic note visible on the homepage comes from the photographed car itself — the oxblood paintwork of the Utopia Roadster, the brushed silver of the wheels, the warm tan stitching of the cabin. The system is a deliberate refusal of the supercar-category convention where Ferrari uses bright red and McLaren uses papaya orange as identity chips.

What typeface does Pagani use, and what should I use as a substitute?

Pagani runs Istok Web — a free Latin/Cyrillic sans designed by Andrey V. Panov — across every display tier of the site, at weight 100 with uppercase casing and wide letter-spacing. The h1 sits at 36px / 100 with 3.6px tracking. h3 at 20px / 100 with 4px tracking. h4 at 13px / 100 with 1.3px tracking. Buttons fall back to plain Arial at 20px / 400. The closest open-source substitute is Barlow Condensed Thin or Inter at weight 100 with manual tracking added; the ultralight grade is the move to preserve, not the family itself. Avoid bumping to weight 300 or above — the editorial-fashion silhouette collapses immediately.

Why is the page background pure black?

The captured canvas is pure pixel-black, used as a studio plate rather than a UI surface. Pagani photographs every vehicle against a controlled near-black backdrop so the metallic paint reads as colour and the carbon-fibre details read as texture; the marketing site simply continues that backdrop into the viewport. A softer charcoal would mute the contrast between the oxblood bodywork and the floor, and any background tint other than neutral would shift the perceived paint colour. The result is closer to an automotive press still than to a typical homepage hero — the page IS the photo booth.

What is Pagani's corner-radius philosophy?

There is essentially no radius system. The captured page exposes exactly one rounded value — 40px, used once, on the cookie-consent modal button. Every other surface in the captured render uses 0px corners: the wordmark, the nav strip, the inline caption rows, the footer text band. This is the inverse of the soft 12-16px scale that Stripe and Linear lean on, and even sharper than the 4-8px small-step systems of dev-infra brands. The hard corners reinforce the photographic-studio feel of the page; rounded chrome would interrupt the cinematic plate.

Can I use this DESIGN.md to build my own automotive marketing site?

Yes — the tokens resolve cleanly for Claude, Cursor, or any AI tool that reads structured design specs. The agent will reproduce Pagani's specific moves: full-bleed photographic hero, white-on-black monochrome chrome, Istok Web at weight 100 with wide tracking, zero brand voltage, hard 0px corners on every surface except a single modal button. The token references in the components block all resolve to declared values. One caveat: the spec only carries weight if the photography behind it is genuinely cinematic. Pagani can hold an empty hero because the Utopia is the headline; on a flat product render the silence would read as a missing CTA instead of as restraint.

Pagani Design System

Pagani's marketing site as a DESIGN.md file — full-bleed hypercar photography, white-on-black chrome, Istok Web at weight 100 with wide tracking.

About Pagani DESIGN.md

Curated by Dov AzencotUpdated May 18, 2026Source pagani.com

Automotive

Pagani's homepage looks more like a Milan fashion-house lookbook than a car-manufacturer site. A single deep-oxblood Utopia Roadster sits dead-centre on a near-black studio plate, photographed at three-quarter front with the gullwing door raised; the script "Act Three, Scene Two" is painted in white directly across the bodywork as if etched on the metal. The Pagani wordmark hovers at top-centre in weight-100 small-caps. No CTA pill, no hero gradient, no scrolling-news ticker — just one photograph, one wordmark, one inline caption. Where Ferrari leans on a bright red brand band and McLaren on papaya-orange voltage chips, Pagani refuses to put any colour at all between the visitor and the car. The site IS the press still.

The DESIGN.md packages this restraint into a machine-readable spec. Inside: a three-token monochrome palette of canvas black, ink white, and a single deep-charcoal alt-black for emphasis bands; an Istok Web type stack running at weight 100 across every display tier, with 3.6px tracking on the h1 and 4px tracking on h3, plus Arial as a fallback button face; a near-empty radius scale where only one surface — the cookie-modal button — uses a 40px rounding; an extra-airy spacing system whose dominant tokens are 60px (top section), 25px (block padding), and 200px (horizontal gutter). Roughly 14 components cover the wordmark nav, the inline-caption headline ("Discover more | Press release"), the full-bleed photo hero, and a single white-text footer line.

Feed this file to Claude or Cursor and it reproduces moves no other automotive system in this directory uses: the photograph occupies the entire above-fold canvas, no CTA competes with the car, the typography stays at weight 100 instead of the usual 700 supercar-shout, and the colour palette stays at three structural values. Borrow the spec only when your product is itself photogenic enough to carry the page — Pagani gets away with the silence because the Utopia is the headline.

What makes it distinct

Photograph as canvasthe Utopia Roadster fills the full viewport, with chrome stamped directly over the metal rather than framed beside it
Ultra-light Istok Webdisplay sits at 36px in weight 100 with 3.6px tracking and uppercase casing, an editorial-fashion treatment foreign to the supercar category
Zero brand voltageno orange, no red badge, no chrome-blue accent; the only color anywhere on the page is whatever the metallic paintwork reflects
Wide letter-spacing as identityheadlines run at 3.6px, h3 at 4px, h4 at 1.3px tracking; the tracking IS the brand
One radius, used oncea single 40px rounding sits on the cookie modal button, and nothing else on the page bends a corner

Live at pagani.com

A snapshot of the brand in production. Hover the frame to scroll the page; click to visit.

pagani.com

Explore Pagani

Pick what you want to see — mockups, colors, typography, layout, or the full component list.

Surface

Page and card backgrounds.

Text

Headlines, body, captions, muted.

Pagani design system FAQ

Common questions about Pagani's tokens, components, and how to use this DESIGN.md in your project.

Specs, directories, and component libraries that pair with this design system.

Browse all design systems

The full directory of DESIGN.md files on shadcn.io, with live mockups for each.

Pagani — official site

Pagani's public marketing site — the source of truth for the live tokens captured in this file.

The DESIGN.md specification

Google Labs' open spec for machine-readable design system files — the format this page is built on.