Brand guide · stripe.com

Stripe

“Financial infrastructure to grow your revenue.”

Build and run a global business with programmable financial infrastructure. Accept payments, manage revenue, prevent fraud, and move money across borders—from your first transaction to your billionth.

Extracted from the live site on 2026-10-09 in 45s · 9 pages read · 4 TinyFish calls

Stripe homepage as rendered by the TinyFish browser

Take it with you

Logo

Taken from the rendered site header (60x25px on a 1440px-wide viewport).
Vector SVG with computed fills inlined, so it renders the same outside the site.

apple-touch-icon 180x180

Colour

Contrast pairings

AaBody text on page background17.37:1 · AAA

AaText on primary6.19:1 · AA

AaMuted text on page background4.75:1 · AA

AaPrimary on page background6.19:1 · AA

AaText on vivid indigo accent6.24:1 · AA

AaText on light lime accent8.8:1 · AAA

40 colour variables found in the site's CSS

--hds-color-accent-border-solid: #533AFD --hds-color-accentColorMode-ruby-icon-solid: #EA2261 --hds-color-util-brand-900: #1C1E54 --hds-color-accentColorMode-magenta-surface-subduedAlt: #FFE6F5 --hds-color-core-brandDark-800A: #A598E7 --hds-color-accentColorMode-magenta-icon-gradientMiddle: #F96BEE --hds-color-accentColorMode-lemon-surface-subdued: #FFF2D8 --hds-color-util-accent-magenta-100: #FFD7EF --hds-color-util-accent-orange-50: #FFE5DA --hds-color-accent-charm-bg: #533AFD --hds-color-util-accent-lemon-200: #F9B900 --hds-color-util-brand-200: #B9B9F9 --hds-color-accentColorMode-ruby-icon-gradientEnd: #B51145 --hds-color-accentColorMode-magenta-icon-gradientStart: #F98BF9 --hds-color-button-primary-bg: #533AFD --hds-color-util-brand-25: #F5F5FF --hds-color-util-brand-800: #2E2B8C --hds-color-accent-surface-solid: #533AFD --hds-color-accentColorMode-magenta-surface-subdued: #FFE6F5 --hds-color-util-accent-orange-350: #FF6118 --hds-color-accentColorMode-default-icon-solidAlt: #533AFD --hds-color-util-brand-300: #9A9AFE --hds-color-core-brand-400: #7F7DFC --hds-color-core-brandDark-200: #A8BFFF --hds-color-util-brand-600: #533AFD --hds-color-accentColorMode-orange-icon-solid: #FF6118 --hds-color-accentColorMode-orange-icon-gradientMiddle: #FD6252 --hds-color-button-primary-iconDisabled: #95A4BA --hds-color-util-accent-ruby-400: #EA2261 --hds-color-accent-icon-solidAlt: #533AFD --hds-color-accentColorMode-lemon-icon-gradientStart: #FFD552 --hds-color-core-brandDark-925: #1C1B5A --hds-color-input-bg-accent: #533AFD --hds-color-util-brand-975: #0F1137 --hds-color-util-accent-orange-100: #FFD8C6 --hds-color-core-brandDark-700: #362BAA --hds-color-accentColorMode-ruby-surface-subduedAlt: #FED9DE --hds-color-accentColorMode-ruby-icon-solidAlt: #EA2261 --hds-color-util-accent-lemon-500: #9B6829 --hds-color-accent-charm-gradientMiddle: #533AFD

Typography

Sohne Var

sans-serif · self-hosted · used for display, heading, subheading, body, navigation, button

Weights 300 · 400

sohne-var, "SF Pro Display", sans-serif

displaySohne Var · 48px · 300 · 1.15 · -0.02em

Financial infrastructure to grow your revenue. Accept payments, handle business banking,1

headingSohne Var · 32px · 300 · 1.1 · -0.02em

Flexible solutions for every business model.

subheadingSohne Var · 26px · 300 · 1.12 · -0.01em

Accept and optimize payments globally—online and in person

bodySohne Var · 16px · 300 · 1.4

Set up billing, take in-person payments, or share a payment link—right from the Stripe Das

navigationSohne Var · 14px · 400 · 1

Pricing

buttonSohne Var · 16px · 400 · 1

Get started

Buttons as rendered

Get startedbg #533AFD · text #FFFFFF · radius 4px

Tone of voice

Technically precise and commercially ambitious. Stripe connects programmable infrastructure to concrete business outcomes, supporting its confidence with scale, operational detail, and a broader belief in economic growth.

Infrastructure-minded

Explains products as adaptable systems businesses can build on, rather than isolated features.

Name the underlying capability and explain how it connects to a customer's systems or workflows.

Don't

Replace technical specifics with vague promises of effortless transformation.

How it sounds on their site

“Reliable, extensible infrastructure for every stack.” home

“Stripe is programmable financial infrastructure that helps you build and run a global business.” /products

Outcome-led

Leads with growth, saved resources, and practical business improvements.

Start with an action and its business benefit, then explain the enabling product.

Don't

List features without showing what they help a business achieve.

How it sounds on their site

“Safeguard your business without slowing growth” /products

“Move fast and free up resources with flexible billing models, including subscription management and one-time invoicing, tax, and automated reconciliation.” /products

Measured confidence

Makes ambitious claims with operational evidence rather than exuberant language.

Pair claims about scale or reliability with a number, time frame, or specific capability.

Don't

Use exclamation-heavy hype or unsupported superlatives.

How it sounds on their site

“Businesses on Stripe generated $1.9T in 2025.” home

“Handle thousands of transactions per second with consistent speed and reliability, even during peak traffic periods.” home

First-principles ambition

Frames financial technology as a way to improve the conditions for economic growth.

Connect new capabilities to making businesses easier to start, scale, or serve globally.

Don't

Treat innovation as novelty without an economic or practical purpose.

How it sounds on their site

“Stripe is a technology company focused on improving the conditions for economic growth and prosperity.” /about

“We don’t assume the best way to do something is the way it’s always been done.” /careers

Tone spectrum

FormalCasual

SeriousPlayful

TechnicalPlain

UnderstatedBold

Measured on 4,466 words

Sentence length: 17.6 words
Reading ease: 45 · Dense (college level)
Headings: Sentence case
“You” vs “we”: 1.3 vs 1.6 per 100 words
Exclamations: 0.4 per 100 sentences
Contractions: 1.6 per 100 words

Style rules

Use sentence case for headings; favor short, benefit-led headings beginning with action verbs.
Aim for sentences around 18 words, allowing longer sentences when explaining technical capabilities or related benefits.
Address customers as “you” and “your”; use “we” and “our” to explain Stripe’s mission and what it builds.
Use precise financial and developer terminology when useful, and connect it to a clear business outcome.
Use em dashes for ranges and explanatory extensions; keep exclamation marks rare and questions mainly for FAQs.
Use numerals, percentages, and compact scale notation such as $1.9T; retain dates, units, and qualifiers with numerical claims.

Words we use

infrastructureprogrammableeconomic growthgrowstart and scaleglobalpaymentsrevenueflexibleintegratefinancial toolsambitiousdeveloper toolsAI

Words we avoid

magicmiracleget rich quickcrush itmind-blowingguaranteed successone-size-fits-all

Messaging

Infrastructure for business growth

Stripe helps businesses start, scale, and grow revenue with financial tools that work individually or together.

“Grow your business with a comprehensive set of payments and financial tools⁠—⁠designed to work individually or together.” home

“We build programmable financial infrastructure, rethinking from first principles how financial services should work, to make it easier and cheaper for any business to start and scale.” /about

Global reach

Stripe helps businesses serve customers and move money across borders with global payments and financial capabilities.

“Take payments anywhere—online, in person, and through agents. Access 125+ payment methods and 135+ currencies.” /products

“Process payments, store multiple currencies and stablecoins, and send and spend money globally.” /products

Reliable, adaptable foundations

Stripe gives businesses flexible integration paths and reliable infrastructure that can handle demanding transaction volumes.

“Adapt Stripe to your business needs with flexible integration options.” home

“Handle thousands of transactions per second with consistent speed and reliability, even during peak traffic periods.” home

New models of commerce

Stripe enables businesses to monetize platforms, AI products, and emerging forms of financial services.

“Monetize platform transactions—including payments, card interchange, and financing fees.” home

“Stripe is the economic infrastructure for AI.” /products

Audiences

Founders and growing businesses. Start accepting payments quickly and expand with tools that support new revenue models and global customers.
Enterprises. Reliable infrastructure, custom pricing, and support for complex integrations and large payments volumes.
Developers and technical teams. Programmable APIs, SDKs, documentation, and integration options that fit existing systems.
Platforms and marketplaces. Embed financial products, coordinate payments and payouts, and monetize transactions.
AI businesses and agent builders. Flexible billing, agentic checkout, and infrastructure that lets software transact.

Proof points

“Businesses on Stripe generated $1.9T in 2025.” home

“More than 5 million businesses build on Stripe, spanning the economic frontier—from solo founders to established enterprises—united by a practical focus on growth.” /about

“They process trillions of dollars a year on Stripe, equivalent to around 1.7% of global GDP.” /about

“From Black Friday through Cyber Monday 2025, Stripe processed more than $40B for businesses while maintaining a 99.9999% uptime.” home

“Access 125+ payment methods and 135+ currencies.” /products

“Lyft worked with Stripe to build Express Pay, providing drivers the ability to decide when they want to get paid out—typically within a few hours of a ride.” /customers

Key phrases

programmable financial infrastructureeconomic infrastructure for AIstart and scaleeconomic growth and prosperityGrow your businessScale with confidence.from first principlesflexible billing models

Calls to action

Boilerplate

About Stripe: Stripe is a technology company that builds programmable financial infrastructure to make it easier and cheaper for businesses to start and scale. More than 5 million businesses build on Stripe, from solo founders to established enterprises. Its tools help businesses accept payments, manage revenue, prevent fraud, and move money across borders. Stripe has dual headquarters in San Francisco and Dublin.

How this was built

Every fact above traces to one of these calls. Quotes were checked against the fetched text: 22 kept, 0 dropped as not verbatim. Voice written by gpt-6.1-sol.

TinyFish	Purpose	Result	Time
Browser	Render the live homepage to measure colours, type and logo https://stripe.com/	session tf-57237c3d-546c-4b3f-ae41-f466bd7665d2; rendered 3139 elements in 14054ms, 25 bg colours, 2 font files, logo svg	15.0s
Fetch	Read homepage copy, links and images for a brand guide https://stripe.com/	1/1 pages, 7825 chars	2.2s
Search	Find official brand assets and guidelines Stripe brand guidelines logo colors press kit	9 results	0.8s
Fetch	Read site pages for tone of voice, messaging and brand rules https://stripe.com/about, https://stripe.com/products, https://stripe.com/pricing, https://stripe.com/customers, https://stripe.com/blog, ht…	8/8 pages, 462223 chars	4.5s

Pages read

homeFetchhttps://stripe.com/
aboutFetchhttps://stripe.com/about
productFetchhttps://stripe.com/products
pricingFetchhttps://stripe.com/pricing
customersFetchhttps://stripe.com/customers
blogFetchhttps://stripe.com/blog
careersFetchhttps://stripe.com/careers
brandFetchhttps://stripe.com/newsroom/information
brandFetchhttps://press.stripe.com/working-in-public