Brand Colors
Shopify Brand Colors
Shopify's primary brand color is Shopify Green (#008060), a deep, slightly desaturated green that replaced the brighter lime-green of earlier iterations. It pairs with white (#FFFFFF) and the deeper #004C3F used for body text and hover states.
| Color | HEX | RGB | Role | Usage |
|---|
| Shopify Green | #008060 | rgb(0, 128, 96) | Primary | Logo, CTAs, links, brand accents |
| Dark Green | #004C3F | rgb(0, 76, 63) | Text/Hover | Hover states, headlines, depth in illustrations |
| Cream | #FBF7ED | rgb(251, 247, 237) | Surface | Marketing page hero backgrounds |
| White | #FFFFFF | rgb(255, 255, 255) | Background | Product UI, documentation |
Shopify was founded in 2006 by Tobias Lütke, Daniel Weinand, and Scott Lake after Lütke tried to sell snowboards online and found existing tools inadequate. The brand has refined its green several times — earlier versions used a brighter, more saturated #95BF47 (often called 'Shopify lime'), which gave way to today's deeper, more grown-up #008060 with the 2021 rebrand. The new green is meant to read as 'professional commerce' rather than 'scrappy startup.'
Shopify's Polaris design system uses #008060 as the single brand accent. Buttons, links, and primary CTAs all use it; everything else is built from a neutral grey scale. The shopping bag logo retains the geometry it has used since 2018 but now appears in the darker green. Marketing surfaces use a warm cream (#FBF7ED) for hero sections, paired with the green for accents.
Frequently asked questions
What is the exact hex code of Shopify green?
Shopify Green is #008060 in HEX, rgb(0, 128, 96). This is the current primary, introduced in the 2021 rebrand. The earlier brighter green (#95BF47) is now retired.
Why did Shopify change its green color?
The 2021 rebrand moved Shopify from a brighter lime-leaning green (#95BF47) to the darker, more saturated #008060. The shift was meant to position Shopify as enterprise-credible commerce infrastructure rather than a startup tool.
What is Shopify Polaris?
Polaris is Shopify's open-source design system, used to build the merchant admin UI and available for app developers building on the Shopify platform. It defines colors, components, and interaction patterns.