Design System Inspiration of Pennylane

Overview

Visual Theme & Atmosphere

Pennylane is an accounting and financial management platform for businesses and their accounting firms. Its careers page gives the scale: “Créée en 2020”, €175 million raised through a Series E, 1,000 “Pennylaners” of 43 nationalities, and 6,000 accounting firms supporting more than 800,000 businesses that use Pennylane daily — in France and, since 2025, in Germany. The company is Pennylane SAS, head office 2-4 rue Jules Lefebvre, Paris.

The site is fresh and confident: a deep teal #003d3d for type and buttons, a flashy green #00f872 accent, white and beige #f8f4f1 surfaces, and salmon, yellow and blue as supporting colours. Everything is set in Manrope.

What makes it worth reading:

• One teal for text and action. --color-pennylane, --color-primary and --color-typo are all #003d3d.
• A flashy green accent. --color-pl-green-accent #00f872 — used for highlights and for the label of the larger call to action on teal.
• Hover as lift. The call to action keeps its colour, rises 2px and casts a shadow.

Primary tasks

• Start Pennylane or request a demo, by business type.
• Explore product, pricing and resources; sign in.

Brand Narrative

Pennylane, founded in 2020, brings businesses and their accountants onto one financial platform, and its site trades the usual finance blues for a deep teal and an electric green. Actions stay teal and respond by lifting rather than changing colour.

Principles

• Teal, not navy. One deep colour for text and action.
• Electric accent. Green for what should stand out.
• Lift to respond. Hover rises instead of recolouring.

Personas

Not researched. No persona claim is made from a UI capture.

Colors

Measured with getComputedStyle on pennylane.com/fr: 133 root custom properties — about 56 --color-* (Pennylane’s), 51 --tw-* (Tailwind, excluded), fonts, radii and a few others.

Teal and greens

• Primary (#003d3d) — --color-pennylane, --color-primary, --color-pl-green-900.
• Foreground (#003d3d) — --color-typo; 18 of 31 <p> elements.
• Accent (#00f872) — --color-pl-green-accent, --color-accent.
• Accent soft (#94ffb4) — --color-pl-flashy-100.
• --color-pl-green-100 #dafbf2 · -300 #8ecec2 · -500 #42ad9a · -700 #338585 · -800 #0f5757.

Surfaces and accents

Beige #f8f4f1 (--color-pl-beige) · Canvas #ffffff · Salmon #ffa37b · Yellow #f3c628 · Orange #ffc063 (rendered) · Blue #358ddd · Red #c11111 · Grey #7b7b7b.

Typography

Font family

Manrope at 400, 500, 600, 700 and 800, loaded (document.fonts), for body and headings alike (--font-family-sans-serif).

Scale

The header call to action is 14px/700; the larger one 16px/600; menu items 16px/500.

Layout

• Teal hero bands with white text and green highlights; beige and white sections.

Responsive Behavior

Not measured. Desktop 1440×1000 only.

Elevation & Depth

The only elevation observed is the hover shadow on the call to action.

Motion & Easing

Two --transition-* tokens are declared; the lift is animated. Timing was not measured.

Components

Measured on the home page, focus read under a real Tab key, and a hover counted only when :hover matched; background-image, text-decoration and pseudo-elements were compared too.

• Call to action — Démarrer maintenant: #003d3d, white 14px/700, 4px, 38px, 8px 16px. Hover and press lift it 2px (translateY(-2px)) with rgba(0,0,0,0.25) 0 4px 4px; the colour stays. Focus is the browser’s auto ring. A larger 48px version on the page uses a green #00f872 label.
• Menu buttons — Produit, Activité, Tarifs, Ressources: #003d3d, 16px/500. Nothing changes on the button itself in any state.

Radius

4px and 6px on buttons.

States

Hover and press: the call to action lifts 2px with a shadow; menu buttons do not change. Focus: the browser’s ring on the call to action, nothing on menu buttons.

Do’s and Don’ts

Do

• Use teal #003d3d for text and the main action.
• Use the green #00f872 for highlights and labels on teal.
• Signal hover with a 2px lift and a soft shadow.

Don’t

• Don’t count --tw-* as Pennylane tokens.
• Don’t use the flashy green for body text on white.
• Don’t use pure black; the ink is teal.

Voice & Tone

Not assessed as authored voice.

Agent Prompt Guide

Quick Color Reference

#003d3d teal · #00f872 green · #f8f4f1 beige · #dafbf2 mint · #42ad9a mid green · #ffa37b salmon · #f3c628 yellow

Example Component Prompts

• “A 38px teal #003d3d button, white 14px/700 Manrope, 4px radius; on hover it rises 2px with a soft shadow.”
• “A teal hero with a flashy green #00f872 highlight.”

Governance

Known Gaps

• Contrast, nav-menu. Text #003d3d on #00000000 measures 1.73:1, below the WCAG AA 4.5:1 minimum for normal-size text. Recorded as measured, not adjusted.