What font does taobao.com use?

taobao.com’s website uses two typefaces: PingFang SC (headings and body text), a system font; AlibabaSans102v1TaoBao-Bold, self-hosted.

What are taobao.com’s brand colours?

The main colours on taobao.com are Orange Red (#FF5000), Chocolate (#CC6600), Black (#11192D), Tomato (#FF4D4F), Red (#FF2626) and Dim Grey (#50607A).

What colour is taobao.com’s text and background?

Body text is #1F1F1F on a #FFFFFF background.

Is this taobao.com’s official style guide?

No. SiteStyleGuide made it from taobao.com’s public web pages on 5 November 2026, and isn’t affiliated with taobao.com. Members can refresh a guide after 90 days to pick up changes.

taobao.com Style Guide: Colours, Fonts & Logo

Identity & metadata

What browsers, search engines and social cards show before anyone reaches the page, from the homepage’s <head>.

Title &
description

Page title: 淘宝; ● 2 / 60 characters
Meta description: 淘宝网 - 亚洲较大的网上交易平台，提供各类服饰、美容、家居、数码、话费/点卡充值… 数亿优质商品，同时提供担保交易(先收货后付款)等安全交易保障服务，并由商家提供退货承诺、破损补寄等消费者保障服务，让你安心享受网上购物乐趣！; ● 113 / 160 characters
Language: zh-CN

In search results

taobao.comhttps://www.taobao.com/

淘宝

淘宝网 - 亚洲较大的网上交易平台，提供各类服饰、美容、家居、数码、话费/点卡充值… 数亿优质商品，同时提供担保交易(先收货后付款)等安全交易保障服务，并由商家提供退货…

When shared

No og:image, so no picture

taobao.com

淘宝

淘宝网 - 亚洲较大的网上交易平台，提供各类服饰、美容、家居、数码、话费/点卡充值… 数亿优质商品，同时提供担保交…

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Logo & favicons

No logo could be found on the homepage.

Logo

Favicons

2 found

114 px · PNG apple-touch-icon-precomposed
64 px · ICO favicon.ico

淘宝

Light browser tab

淘宝

Dark browser tab

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Colour

Read from the site’s stylesheets and weighted by where each colour is used. Names are the nearest standard colour name. Click a swatch to copy its hex code.

Contrast is against the site’s text colour (#1F1F1F) and white, using WCAG 2 ratios: 4.5 for body text, 3 for large text.

Colour

Balance

How much each colour is used

White 51.4%
Orange Red 20%
Near Black 14.5%
Grey 3.7%
Light Grey 3.6%
Chocolate 3.1%
Black 1.5%
Tomato 0.9%
Red 0.8%
Dim Grey 0.4%

By how often each colour appears in the site’s CSS, weighted by where (body, headings, buttons), not by area on the screen.

Neutrals

Text, backgrounds and structure

White

HEX

RGB

HSL

OKLCH

CMYK
0 0 0 0

On text
16.48:1 AAA

On white
—

Background, text, border · inline style on <div>, body
Near Black

HEX

RGB

HSL

OKLCH

CMYK
0 0 0 88

On text
—

On white
16.48:1 AAA

Text, background, graphic · .service2024--uYMMvbpy .cate-title-txt--JF7YsrwG, .service2024--uYMMvbpy .service-bd--LdDnWwA9 .sec-cate-title-container--frKKDYFj
Grey

HEX

RGB

HSL

OKLCH

CMYK
0 0 0 52

On text
3.84:1 AA large

On white
4.29:1 AA large

Text, graphic · .search-suggest-menu .search-suggest-menu-history .search-suggest-menu-history-h, .search-suggest-menu .search-suggest-menu-content .titleWrapper .title
Light Grey

HEX

RGB

HSL

OKLCH

CMYK
0 0 0 16

On text
11.34:1 AAA

On white
1.45:1 Fail

Background, border · .feeds-title-container .tab-before-prefix, .feeds-title-container .tab-after-prefix

Colours

Brand colours and accents, most used first

Orange Red

HEX

RGB

HSL

OKLCH

CMYK
0 69 100 0

On text
5.02:1 AA

On white
3.28:1 AA large

Text, background, border · body .search-suggest .btn-search, .tb-pick-header-tab-selected .tb-pick-header-tab-title
Chocolate

HEX

RGB

HSL

OKLCH

CMYK
0 50 100 20

On text
4.29:1 AA large

On white
3.84:1 AA large

Text · inline style on <a>
Black

HEX

RGB

HSL

OKLCH

CMYK
62 44 0 82

On text
1.06:1 Fail

On white
17.49:1 AAA

Text · .image-search-wrapper-201 .image-search-context-wrapper .image-search-context-he, body .search-suggest-combobox>input
Tomato

HEX

RGB

HSL

OKLCH

CMYK
0 70 69 0

On text
5.04:1 AA

On white
3.27:1 AA large

Text · .QuestionTitle--bWT7iMko .star--Pf31G_jU, .MultipleChoiceQuestion--rJ603RBL .tips--z4BRBDu5
Red

HEX

RGB

HSL

OKLCH

CMYK
0 85 85 0

On text
4.36:1 AA large

On white
3.78:1 AA large

Text, background · .follow-shop-btn-error, .longTextQuestionWrapper--sgaxC5g9 .tips--eP6K41yQ
Dim Grey

HEX

RGB

HSL

OKLCH

CMYK
34 21 0 52

On text
2.59:1 Fail

On white
6.37:1 AA

Text · .search-suggest-popup .search-suggest-menu-history-delete, body .search-suggest .search-suggest-menu-item .item-text b

Gradients

linear-gradient(90deg,#fff 44%,hsla(0,0%,100%,0))
linear-gradient(270deg,#fff 44%,hsla(0,0%,100%,0))
linear-gradient(180deg,transparent,rgba(0,0,0,.4))

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Typography

Faces from Google Fonts are shown in the real thing. Others are licensed to the site, so they show in your device’s copy if you have one, or a stand-in if not.

PingFang SC

Aa 400 Aa 600

PingFang SC

System font, or not loaded on this page · weights 400, 500, 600 · headings, buttons · shown in a stand-in if you don’t have it

Aa 700

AlibabaSans102v1TaoBao-Bold

Self-hosted · weights 700 · shown in a stand-in if you don’t have it

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ! ? & @ % $ – ’ “ ”

Type scale

From the site’s CSS

Body 12px / 1.5 Segoe UI

淘宝网 - 亚洲较大的网上交易平台，提供各类服饰、美容、家居、数码、话费/点卡充值… 数亿优质商品，同时提供担保交易(先收货后付款)等安全交易保障…

Small 12px

淘宝网 - 亚洲较大的网上交易平台，提供各类服饰、美容、家居、数码、话费/点卡充值… 数亿优质商品，同时提供担保交易(先收货后付款)等安全交易保障…

Button 100% / 1.5 Segoe UI

Get started

Link 14px

Sizes in use

Most common across the site

20pxline 28px · 9 rules
18pxline 28px · 3 rules
16pxline 24px · 26 rules
14pxline 22px · 79 rules
12pxline 16px · 38 rules
10pxline 14px · 1 rules
8pxline 10px · 3 rules

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Elements

The main button and link as the site’s CSS draws them, and the corner radii and shadows it uses most.

Elements

Button

Get started

body .search-suggest .btn-search · #FF5000 · radius 8px

Corner radius

8px · 52×
12px · 33×
4px · 29×
50% · 6×
1000px · 5×
2px · 5×

Shadows

0 24px 48px 0 rgba(0,17,51,.07)
0 20px 40px 0 rgba(0,0,0,.08),0 12px 24px 0 rgba(0,0,0,.2)
0 8px 32px 0 rgba(10,10,51,.12),0 0 16px 0 rgba(0,0,0,.04)
0 12px 36px 0 rgba(31,31,51,.12)

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Layout

Breakpoints from the site’s media queries and the widths its content is held to, with how often each appears.

Grid

Breakpoints

912

1120

1200

1264

1342

1343

1414

1415

On a scale of 0 to 1440 px.

Content widths (max-width)

1760 px

1600 px

750 px

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Notes

Plain checks on what was found. Worth fixing if you look after this site.

Notes

● FineThe title is 2 characters, short enough to show in full in search results.
▲ CheckThere is no og:image, so links shared on social media show no picture.

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Questions

Quick answers, from the same capture as the rest of this guide.

Questions

What font does taobao.com use?: taobao.com’s website uses two typefaces: PingFang SC (headings and body text), a system font; AlibabaSans102v1TaoBao-Bold, self-hosted.
What are taobao.com’s brand colours?: The main colours on taobao.com are Orange Red (#FF5000), Chocolate (#CC6600), Black (#11192D), Tomato (#FF4D4F), Red (#FF2626) and Dim Grey (#50607A).
What colour is taobao.com’s text and background?: Body text is #1F1F1F on a #FFFFFF background.
Is this taobao.com’s official style guide?: No. SiteStyleGuide made it from taobao.com’s public web pages on 5 November 2026, and isn’t affiliated with taobao.com. Members can refresh a guide after 90 days to pick up changes.

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Design tokens

Everything above as CSS variables, ready to paste into a project. Members can download the tokens as files for Figma (Tokens Studio), Style Dictionary and Tailwind.

Tokens

taobao-com-tokens.css

Download

Free with an account: sign up or sign in, and you’ll come straight back here.

/* taobao.com design tokens, from SiteStyleGuide (https://sitestyleguide.com/taobao.com) */
:root {
  /* Colours */
  --text: #1F1F1F;
  --background: #FFFFFF;
  --colour-white: #FFFFFF;
  --colour-near-black: #1F1F1F;
  --colour-grey: #7A7A7A;
  --colour-light-grey: #D6D6D6;
  --colour-orange-red: #FF5000;
  --colour-chocolate: #CC6600;
  --colour-black: #11192D;
  --colour-tomato: #FF4D4F;
  --colour-red: #FF2626;
  --colour-dim-grey: #50607A;
  --gradient-1: linear-gradient(90deg,#fff 44%,hsla(0,0%,100%,0));
  --gradient-2: linear-gradient(270deg,#fff 44%,hsla(0,0%,100%,0));
  --gradient-3: linear-gradient(180deg,transparent,rgba(0,0,0,.4));

  /* Typefaces */
  --font-headings: 'PingFang SC';
  --font-buttons: 'PingFang SC';
  --font-other: 'AlibabaSans102v1TaoBao-Bold', sans-serif;

  /* Type scale */
  --text-body: 12px;
  --leading-body: 1.5;
  --text-small: 12px;
  --text-button: 100%;
  --leading-button: 1.5;
  --text-a: 14px;

  /* Shape */
  --radius-1: 8px;
  --radius-2: 12px;
  --radius-3: 4px;
  --radius-4: 50%;
  --radius-5: 1000px;
  --radius-6: 2px;

  /* Layout (breakpoints can’t be used in media queries as variables; they’re here for reference) */
  --breakpoint-1: 912px;
  --breakpoint-2: 1120px;
  --breakpoint-3: 1200px;
  --breakpoint-4: 1264px;
  --breakpoint-5: 1342px;
  --breakpoint-6: 1343px;
  --breakpoint-7: 1414px;
  --breakpoint-8: 1415px;
  --max-width-1: 1760px;
  --max-width-2: 1600px;
  --max-width-3: 750px;
}

{
    "site": "taobao.com",
    "source": "https://sitestyleguide.com/taobao.com",
    "text": "#1F1F1F",
    "background": "#FFFFFF",
    "colours": [
        {
            "name": "White",
            "hex": "#FFFFFF",
            "rgb": [
                255,
                255,
                255
            ]
        },
        {
            "name": "Near Black",
            "hex": "#1F1F1F",
            "rgb": [
                31,
                31,
                31
            ]
        },
        {
            "name": "Grey",
            "hex": "#7A7A7A",
            "rgb": [
                122,
                122,
                122
            ]
        },
        {
            "name": "Light Grey",
            "hex": "#D6D6D6",
            "rgb": [
                214,
                214,
                214
            ]
        },
        {
            "name": "Orange Red",
            "hex": "#FF5000",
            "rgb": [
                255,
                80,
                0
            ]
        },
        {
            "name": "Chocolate",
            "hex": "#CC6600",
            "rgb": [
                204,
                102,
                0
            ]
        },
        {
            "name": "Black",
            "hex": "#11192D",
            "rgb": [
                17,
                25,
                45
            ]
        },
        {
            "name": "Tomato",
            "hex": "#FF4D4F",
            "rgb": [
                255,
                77,
                79
            ]
        },
        {
            "name": "Red",
            "hex": "#FF2626",
            "rgb": [
                255,
                38,
                38
            ]
        },
        {
            "name": "Dim Grey",
            "hex": "#50607A",
            "rgb": [
                80,
                96,
                122
            ]
        }
    ],
    "fonts": [
        {
            "name": "PingFang SC",
            "stack": "PingFang SC",
            "weights": [
                400,
                500,
                600
            ],
            "source": "System font, or not loaded on this page"
        },
        {
            "name": "AlibabaSans102v1TaoBao-Bold",
            "stack": "AlibabaSans102v1TaoBao-Bold, sans-serif",
            "weights": [
                700
            ],
            "source": "Self-hosted"
        }
    ]
}

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Run taobao.com?

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taobao.comstyle guide

Title &
description

Logo

Favicons

Colour

Balance

Neutrals

White

Near Black

Grey

Light Grey

Colours

Orange Red

Chocolate

Black

Tomato

Red

Dim Grey

Gradients

PingFang SC

Type scale

Sizes in use

Elements

Grid

Notes

Questions

Tokens

天猫Tmall.com

博客园

bilibili.com

qq.com

SoundCloud

Breitbart

HubSpot

IFTTT

taobao.comstyle guide

Title &description

Logo

Favicons

Colour

Balance

Neutrals

White

Near Black

Grey

Light Grey

Colours

Orange Red

Chocolate

Black

Tomato

Red

Dim Grey

Gradients

PingFang SC

Type scale

Sizes in use

Elements

Grid

Notes

Questions

Tokens

Share

Run taobao.com?

Also set in PingFang SC

天猫Tmall.com

博客园

bilibili.com

qq.com

Similar colours

SoundCloud

Breitbart

HubSpot

IFTTT

Title &
description