Brand Identity
Blueprint to Passive exists to help people become architects of their own digital future. The design system reflects that: structured but human, modern but warm, clear but never cold.
Core values:
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Clarity: Every element has a job. No noise.
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Empowerment: The design should make people feel capable, not confused.
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Simplicity: Fewer steps, less friction, more flow.
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Consistency: Familiar patterns build trust and ease.
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Accessibility: Everyone should be able to participate.
Tone & feel:
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Calm
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Confident
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Helpful
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Future‑focused
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Human
DIVI 5 terminology
Divi 5 introduces a new way of thinking about how websites are built and styled. Instead of styling individual modules one at a time, Divi 5 encourages a system‑based approach using global variables, presets, and shared option groups. The terminology below describes how th new framework is applied to the overall website design.
Layout Structure
These are the containers that define the structure of a page:
- Sections – the largest layout blocks
- Rows – horizontal groups inside sections
- Columns – vertical divisions inside rows
These elements control layout, spacing, and alignment, and they can have their own presets.
Modules (Element Types)
Modules are the actual content elements placed inside columns. Examples include:
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Text
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Heading
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Button
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Image
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Accordion
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Blog
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Testimonial
Each module is an element type, and each can have its own Element Preset.
Global Variables
Divi 5 uses Global Variables to define the core design tokens of your site. These variables act as reusable values that control styling across modules, presets, and components. Updating a variable updates every element that uses it.
Below is a clear breakdown of what each variable type is for — based on your understanding, refined and structured.
The variables are:
- Numbers
- Text
- Images
- Links
- Colors
- Fonts
Numbers
Numbers are the foundational design tokens that define the measurable aspects of the visual system. They give the typography, spacing, and layout a consistent rhythm across every device and every component. By declaring these values once, using fluid, responsive formulas, we ensure that the entire site scales gracefully without relying on breakpoints or ad‑hoc adjustments.
Numbers are not styles; they are rules. They form the mathematical backbone of our brand experience.
Typography Scale
Typography uses a fluid clamp‑based scale that adapts to screen size while maintaining hierarchy and readability. These values are applied across all text presets and components.
- Font-Size-H1 - clamp(2.1rem, 1.6rem + 2.2vw, 3.25rem)
- Font-Size-H2 - clamp(1.8rem, 1.4rem + 1.6vw, 2.6rem)
- Font-Size-H3 - clamp(1.5rem, 1.2rem + 1.1vw, 2.1rem)
- Font-Size-H4 - clamp(1.25rem, 1.1rem + .07vw, 1.6rem)
- Font-Size-H5 - clamp(1.125rem, 1.05rem + .035vw, 1.3rem)
- Font-Size-H6 - clamp(1rem, .098rem + 0.2vw, 1.125rem)
- Font-Size-Body - clamp(1rem, 0.95rem + 0.25vw, 1.125rem)
- Font-Size-Small-Text - 0.875rem
Line Heights
Line height tokens ensure consistent vertical rhythm and readability across headings and body text.
- Line-Height-H1 - 1.1em
- Line-Height-H2 - 1.15em
- Line-Height-H3 - 1.2em
- Line-Height-H4 - 1.25em
- Line-Height-H5 - 1.3em
- Line-Height-H1 - 1.35em
- Line-Height-Body - 1.8em
Width Tokens
Width tokens define the maximum readable width of content across the site. They create predictable structure, improve readability, and ensure that layouts feel intentional rather than stretched or cramped.
These values are used for sections, rows, containers, and any component that requires a controlled reading width.
- Width‑Content‑Wide - clamp(320px, 75vw, 1200px)
- Width‑Content‑Narrow - clamp(320px, 50vw, 800px)
- Width‑Full-Max - clamp(100vw, 100vw, 1600px)
Usage guidance:
- Wide is ideal for mixed content, hero sections, images, and marketing layouts.
- Narrow is optimized for long‑form reading and text‑heavy pages.
- Full‑Max is used for edge‑to‑edge sections that still require an upper bound for comfort.
Spacing Scale
Spacing ramp provides a fluid, predictable system for margins, padding, and gaps. Each value scales proportionally with screen size, maintaining balance and breathing room across all breakpoints.
- Space-XS - clamp(0.25rem, 0.2rem + 0.3vw, 0.75rem)
- Space-Small - clamp(0.5rem, 0.3rem + 0.6vw, 1rem)
- Space-Medium - clamp(1rem, 0.6rem + 0.8vw, 1.5rem)
- Space-Large - clamp(1.5rem, 1rem + 1vw, 2.5rem)
- Space-XL - clamp(2rem, 2rem + 2vw, 4rem)
Usage guidance:
- XS and Small are ideal for tight UI elements and micro‑layouts.
- Medium and Large form the backbone of section and component spacing.
- XL is reserved for hero sections, major dividers, and generous breathing room.
Why Numbers Matter
By centralizing all numeric values into a single system, we create:
- Consistency across every page and component
- Scalability as the site grows
- Responsiveness without relying on breakpoints
- Clarity for anyone building within the system
- Efficiency when creating presets, components, and layouts
Numbers are the invisible architecture that holds the visual identity together. They ensure that every part of Blueprint to Passive feels intentional, balanced, and unmistakably belong.
Text
Text variables store reusable text strings that appear in multiple places.
Examples:
- Contact details
- Copyright text
- Taglines
- Repeated labels
- CTA microcopy
- Footer text
These are not styling variables — they are content tokens.
If the same text appears in multiple places, store it here.
Text Variables will be added as the website is developed.
Images
Image variables store reusable images such as:
- Logos
- Icons
- Background textures
- Brand graphics
- Repeating decorative elements
If an image is used in more than one place, it should be a variable.
Image Variables will be added as the website develops.
Links
Link variables store URLs that appear repeatedly.
Examples:
- Social media links
- Contact page
- Booking page
- Privacy policy
- External resources
This ensures that if a link changes, you update it once.
Lonk Variables will be added as the website develops.
Colors
Color variables define your entire brand palette:
- Primary
- Secondary
- Accent
- Neutrals
- Backgrounds
- Text colors
- Semantic colors (success, warning, error)
Every color used in your design system should be declared here.
This is where your Color Palette section below connects directly to Divi 5.
Why This Matters
By defining all core design tokens in Global Variables, you ensure:
- consistency
- scalability
- easy updates
- predictable styling
- a true system‑based workflow
This is the foundation of the entire Visual Brand & UX System.
Element Presets
Presets applied to a specific module type.
Examples:
- Btn - Primary
- Heading - H2
- Card - Feature
Element Presets ensure that every instance of that module looks and behaves consistently across the website.
Option Groups
Option Groups are shared categories of settings that appear across multiple modules.
Examples:
- Text Options
- Heading Text Options
- Spacing Options
- Border Options
- Background Options
These groups allow Divi 5 to unify styling across different modules.
Group Presets
Group Presets apply styling to an entire Option Group across multiple modules.
For example:
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A Heading Text – H2 Group Preset applies to
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Heading Module
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Text Module
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Blog Module (post titles)
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Accordion Module (titles)
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and more
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This prevents duplication and ensures consistent typography across the entire site.
Color Pallette
Introduction:
Our colors are chosen to feel modern, trustworthy, and quietly optimistic.
All brand colors are stored as Global Color Variables within Divi 5. This ensures consistent color usage across every module, preset, and component. Updating a color variable updates every element that uses it.
Core colors:
- Primary Blue (#1A73E8): Links, primary buttons, key highlights, borders.
- Deep Navy (#0F1A2A): Headings, key text, backgrounds for contrast.
- Soft Gray (#F5F7FA): Backgrounds, sections, cards.
- Dark Gray (#4A4A4A): Body text, secondary text.
- Accent Gold (#F4C542): Highlights, subtle emphasis, small visual anchors.
Semantic colors:
- Success (#2ECC71): Confirmations, positive states.
- Warning (#F1790F): Caution, non‑critical alerts.
- Error (#E74C3C): Errors, validation messages.
Usage notes:
- Primary Blue for main CTAs and links.
- Navy for headings and strong anchors.
- Soft Gray for section backgrounds to create visual rhythm.
- Gold sparingly, to draw the eye without shouting.
Primary Blue (#1A73E8): Links, primary buttons, key highlights.
Deep Navy (#0F1A2A): Headings, key text, backgrounds for contrast.
Soft Gray (#F5F7FA): Backgrounds, sections, cards.
Dark Gray (#4A4A4A):
Body text, secondary text.
Accent Gold (#F4C542): Highlights, subtle emphasis, small visual anchors.
Success (#2ECC71): Confirmations, positive states.
Warning (#F1C40F):
Caution, non‑critical alerts.
Error (#E74C3C):
Errors, validation messages.
Typography
Introduction:
Our typography should feel clean, readable, and structured—like a well‑designed blueprint.
A clear, readable type system is essential for creating calm, structured experiences.
Font pairing:
These are defined as Global Variables in the Font section.
- Headings: Montserrat (bold, confident, modern).
- Body: Open Sans (clean, highly readable).
Type scale (example using clamp):
The scaling is defined within the Numbers section of Global Variables. See discussion above.
Usage notes:
- One primary heading font, one body font no mixing beyond that.
- Keep paragraphs short and scannable.
Text Styles
The following Heading Styles are set within Global Variables and used within Heading Presets
Heading Preset 1
Heading Preset 2
Heading Preset 3
Heading Preset 4
Main Body Preset
Heading 1
Heading 2
Heading 3
Heading 4
Headings are as in Heading Presets above which uses Montserrat font. Text is Open Sans. Both declared in Global Variables.
Layout, Grid & Spacing
A calm, intentional layout is one of the strongest signals of a mature brand. The layout system creates structure, rhythm, and breathing room across every page by combining three core elements:
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A flexible, content‑first grid
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Width tokens defined in Numbers
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A fluid spacing scale
Together, these create a visual experience that feels balanced, readable, and consistent — no matter who builds the page or what content it contains.
How Our Layout System Works
The layout philosophy is simple: Content defines the layout — not the device.
Instead of relying on fixed breakpoints or arbitrary padding, we use fluid values that scale naturally with screen size. Rows inherit their maximum width from the width tokens defined in the Numbers Global Variables, and spacing between elements is controlled by the Space‑XS → Space‑XL scale also defined in the Numbers Global Variables, .
This approach keeps the layout predictable, flexible, and easy to maintain.
Grid & Width
The grid is a content‑first system designed to keep layouts readable, structured, and visually calm. It is not a rigid set of columns — it is a responsive container model that adapts to the content and the device.
All width values used throughout the site come from the following tokens declared in Numbers:
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Width‑Content‑Wide
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Width‑Content‑Narrow
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Width‑Full‑Max
These tokens determine how wide a row or section can grow, ensuring that text remains readable and layouts never feel stretched or cramped.
When to Use Each Width
Width‑Content‑Wide
Used for layouts that combine text, images, and visual elements. Ideal for:
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hero sections
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feature blocks
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marketing layouts
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mixed‑media content
Width‑Content‑Narrow
Used for focused reading experiences. Ideal for:
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long‑form articles
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documentation
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text‑heavy pages
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storytelling sections
Width‑Full‑Max
Used for edge‑to‑edge layouts that still require an upper comfort limit. Ideal for:
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banners
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dividers
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background‑driven sections
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full‑width visual elements
These width tokens ensure that every page feels intentional, balanced, and consistent — no matter who builds it or how the content evolves.
Spacing System
The spacing scale uses fluid clamp values that scale smoothly across all device sizes, eliminating abrupt jumps between breakpoints.
Spacing is what gives our pages rhythm. It creates separation, hierarchy, and breathing room. The spacing scale uses fluid clamp values defined in Numbers:
- Space‑XS
- Space‑Small
- Space‑Medium
- Space‑Large
- Space‑XL
These values are applied consistently across:
- section padding
- row padding
- column gaps
- module spacing
- component internal padding
Because the spacing scale is fluid, the layout feels comfortable on every device without needing breakpoint overrides.
Section, Row & Column Structure
To keep layouts modular and predictable, we follow a simple structure:
Sections
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Section padding is set to zero by default.
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Sections act as structural wrappers, not spacing containers.
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Visual spacing is applied at the row level using spacing tokens.
Rows
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Rows control vertical rhythm using Space‑Small → Space‑XL.
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Rows inherit their max‑width from the width tokens.
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Rows define the primary content flow of the page.
Columns
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Columns follow Divi’s native grid.
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Column gaps are controlled by spacing tokens.
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Columns should not override width or spacing unless required by a component.
This structure keeps spacing consistent and prevents stacking or compounding padding.
Why This System Works
A unified layout, grid, and spacing system:
- creates visual calm
- improves readability
- speeds up page building
- prevents inconsistent spacing
- ensures every component feels like part of the same brand
- scales effortlessly as the site grows
By grounding layout and spacing in the Numbers system, we maintain a single source of truth for all structural decisions. This is what makes Blueprint to Passive feel intentional, cohesive, and unmistakably ours.
Components Library
Components are the reusable building blocks of the Blueprint to Passive design system. Each one is built using Divi 5 modules, global variables, and carefully defined presets to ensure consistency across every page.
Every component in this library follows the same foundation:
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Global Variables control typography, spacing, colors, and layout behavior
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Module Presets apply these variables consistently across headings, text, buttons, cards, and more
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Component‑level Presets are used when a module requires a specific configuration (e.g., a card layout, CTA block, or feature row)
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Fluid spacing and responsive breakpoints ensure each component adapts smoothly across all devices
By combining Divi 5 modules with the global design system, each component becomes predictable, scalable, and easy to reuse — whether you’re building a single landing page or an entire site.
This section will continue to grow as the website evolves and new modules or layout patterns come into play. Some components will be single modules with presets, while others will be Groups — collections of modules combined to serve a specific purpose.
We’ll begin with the core components used throughout the site:
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Buttons
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CTAs
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TL;DR summaries
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Table of Contents
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Accordions
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Testimonials
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Blog layouts & cards
Buttons
Buttons are one of the most frequently used interactive elements across the Blueprint to Passive website. They guide users toward actions, reinforce hierarchy, and maintain a consistent visual rhythm throughout the site.
All buttons are built using:
- Divi 5 Button Module
- Global Variables for color, typography, and spacing
- Module Presets for consistent styling and responsive behavior
- Fluid spacing using the XS–XL spacing ramp
- Responsive breakpoints to ensure readability and usability across devices
Button Types
1. Primary Button
Used for the main action on a page or section.
- Background: Primary Color
- Text: White
- Border: None
- Padding: Spacing–Small (mobile), Spacing–Medium (tablet+desktop)
- Hover: Display icon
- Preset:
Btn – Primary
2. Secondary Button
Used for secondary actions or lower‑priority CTAs.
- Background: Transparent
- Border: 2px solid Primary Color
- Text: Primary Color
- Padding: Same as Primary Button
- Hover: Display icon
- Preset:
Btn – Secondary
3. Ghost / Minimal Button
Used in low‑emphasis contexts (e.g., inside cards, footers, or inline actions).
- Background: Light Grey
- Text: Primary
- Border: Dark Gray
- Padding: XS or Small
- Hover: Display icon
- Preset:
Btn – Ghost
Global Variables Applied
- Typography: Body font, medium weight
- Font Size: Uses global Body variable
- Line Height: Body line height
- Spacing: XS–Medium depending on context
- Colors: Primary, White, Body Text, depending on button type
- Border Radius: Optional — if used, apply a global variable for consistency
Responsive Behavior
Buttons adjust automatically across breakpoints:
- Phone Portrait: XS or Small padding, full‑width when needed
- Phone Wide: Small padding, inline or stacked depending on layout
- Tablet: Medium padding, inline layout
- Desktop: Medium padding, inline layout with spacing between buttons
- Widescreen / Ultra Wide: Same as desktop, but spacing between button groups may increase
Button Groups
When two or more buttons appear together (e.g., Primary + Secondary):
- Use Spacing–Small as the horizontal gap
- Stack vertically on Phone Portrait
- Align inline from Phone Wide upward
- Maintain clear hierarchy (Primary first, Secondary second)
Usage Guidelines
- Use one Primary Button per section to avoid competing actions
- Use Secondary Buttons for alternative or supporting actions
- Use Ghost Buttons for low‑priority or inline actions
- Avoid mixing more than two button types in a single block
- Maintain consistent spacing above and below buttons using the spacing ramp
Blueprint to Passive – Visual Brand & UX System
A living style guide for how we design, write, and build experiences that feel clear, calm, and empowering.This Visual Board is the foundation for every Blueprint to Passive website, page, and experience. It brings together our colors, typography, layout rules, components, and UX principles so that everything we create feels consistent, intentional, and easy to use.
