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Foundations
Global elements and rules to drive consistency
Typography
Typefaces, sizes, weights, and styles establish visual hierarchy and reinforce brand identity across digital platforms.
Color & Themes
Color and theme choices shape the entire feel of the digital experience. Consistent, scalable patterns ensure every interaction reflects brand identity, supports usability, and enhances visual clarity.
UI Iconography
Provide contextual visual support to user interface elements like navigation, buttons, badges, controls, downloads, and documents.
Responsive Grid
Provides a consistent structural foundation for responsive layout behavior across screen sizes.
Spacing
Spacing creates rhythm, clarity, and harmony across the site. It ensures that content isn’t crowded or uneven to help users easily focus on relevant information.
Layout & Hierarchy
Effective layout and hierarchy help users quickly understand your content and navigate with confidence.
Photo Digital Guide
Guidance for using photography effectively across digital layouts, patterns, and responsive environments.
Video Digital Guide
Guidance for using video effectively across digital layouts, patterns, and responsive environments.
Patterns
Modules that appear commonly across pages and experiences
Mastheads
Mastheads are prominent website headers designed to introduce the page and engage users.
Content Cards
A general container used to populate a page with rich content, ranging from top features to OC article redirects.
Banners
A general container used to populate a page with rich content that typically centers around a dedicated promotion or product launch.
Product Cards
A general container used to highlight priority content, limbos, and top features for relevant products.
Pop-Ups & Dialogues
Pop-ups and dialogs are lightweight UI elements that inform users or guide them through actions without leaving the current screen.
Value Props
Horizontal content modules that highlight key RTBs to help shoppers understand the benefits of buying from .com.
Disclaimers
Provide required on-page legal copy related to claims, promotions, or product details.
Forms
Areas on a page that collect user information to enable account creation, checkout, or newsletter sign-up.
Pencil Banners
A narrow banner used to deliver short, high-priority messages at the top of a page.
Content Modals
Interactive windows that appear above regular page content, used to offer additional content a user may be interested in.
Visual Navigation
Uses product limbos or icons to help users make quick selections without relying solely on text.
Sticky Navigation
Keeps key menu items fixed in place as users scroll, making important navigation accessible throughout a page.
Elements
Common building blocks that get used throughout the site
Buttons
Interactive elements that clearly signal actionable tasks, enabling users to engage with and navigate digital interfaces.
Chips
Interactive UI text elements that help users make selections, enter information, or filter content.
Tab Controls
Organizes content into sections to allow users to quickly switch between related items without leaving the page.
Carousel Controls
Provide users with manual control over a rotating series of content slides within a carousel component.
Badges
A visual callout that helps differentiate, highlight, or sort content.
Tooltips
Small text boxes that appear upon hover or clicking that display additional context while keeping interfaces uncluttered.
Notifications
Timely alerts or updates that appear briefly to provide information, statuses, or reminders to users with minimal disruption.
Cross-brand digital style guide
This multi-brand digital style guide provides clear, consistent standards for Whirlpool, KitchenAid, Maytag, and Amana. It covers foundations like typography and color, patterns such as mastheads and content cards, and elements like buttons and notifications.
Foundations
Patterns
Elements
Foundations
Global elements and rules to drive consistency
Typography
Typefaces, sizes, weights, and styles establish visual hierarchy and reinforce brand identity across digital platforms.
Color & Themes
Color and theme choices shape the entire feel of the digital experience. Consistent, scalable patterns ensure every interaction reflects brand identity, supports usability, and enhances visual clarity.
UI Iconography
Provide contextual visual support to user interface elements like navigation, buttons, badges, controls, downloads, and documents.
Responsive Grid
Provides a consistent structural foundation for responsive layout behavior across screen sizes.
Spacing
Spacing creates rhythm, clarity, and harmony across the site. It ensures that content isn’t crowded or uneven to help users easily focus on relevant information.
Layout & Hierarchy
Effective layout and hierarchy help users quickly understand your content and navigate with confidence.
Photo Digital Guide
Guidance for using photography effectively across digital layouts, patterns, and responsive environments.
Video Digital Guide
Guidance for using video effectively across digital layouts, patterns, and responsive environments.
Patterns
Modules that appear commonly across pages and experiences
Mastheads
Mastheads are prominent website headers designed to introduce the page and engage users.
Content Cards
A general container used to populate a page with rich content, ranging from top features to OC article redirects.
Banners
A general container used to populate a page with rich content that typically centers around a dedicated promotion or product launch.
Product Cards
A general container used to highlight priority content, limbos, and top features for relevant products.
Pop-Ups & Dialogues
Pop-ups and dialogs are lightweight UI elements that inform users or guide them through actions without leaving the current screen.
Value Props
Horizontal content modules that highlight key RTBs to help shoppers understand the benefits of buying from .com.
Disclaimers
Provide required on-page legal copy related to claims, promotions, or product details.
Forms
Areas on a page that collect user information to enable account creation, checkout, or newsletter sign-up.
Pencil Banners
A narrow banner used to deliver short, high-priority messages at the top of a page.
Content Modals
Interactive windows that appear above regular page content, used to offer additional content a user may be interested in.
Visual Navigation
Uses product limbos or icons to help users make quick selections without relying solely on text.
Sticky Navigation
Keeps key menu items fixed in place as users scroll, making important navigation accessible throughout a page.
Elements
Common building blocks that get used throughout the site
Buttons
Interactive elements that clearly signal actionable tasks, enabling users to engage with and navigate digital interfaces.
Chips
Interactive UI text elements that help users make selections, enter information, or filter content.
Tab Controls
Organizes content into sections to allow users to quickly switch between related items without leaving the page.
Carousel Controls
Provide users with manual control over a rotating series of content slides within a carousel component.
Badges
A visual callout that helps differentiate, highlight, or sort content.
Tooltips
Small text boxes that appear upon hover or clicking that display additional context while keeping interfaces uncluttered.
Notifications
Timely alerts or updates that appear briefly to provide information, statuses, or reminders to users with minimal disruption.
Cross-brand digital style guide
This multi-brand digital style guide provides clear, consistent standards for Whirlpool, KitchenAid, Maytag, and Amana. It covers foundations like typography and color, patterns such as mastheads and content cards, and elements like buttons and notifications.