Upbit — DESIGN.md

Note: brand assets and tokens captured here are documented reference-only for design pedagogy under the OmD project. No taglines are reproduced verbatim. Voice characterization in §10–11 is a fresh synthesis of observable surface behavior and public corporate sources; it is not lifted from Upbit/Dunamu copy.

1. Visual Theme & Atmosphere

Upbit is the production crypto-asset exchange operated by Dunamu in Korea, launched 2017. Its product identity rests on three observable promises: regulated-grade trust, dense real-time information, and zero theatrics — the page presents the market, not the brand.

The interface is unmistakably a Korean finance UI: tables first, hero second; red signals 상승 (up), blue signals 하락 (down) — inversion of the US convention and a hard tell for locale-correct design. There is no animated mascot, no gradient hero illustration, no "lifestyle" photography. Trust is communicated through restraint.

2. Layout

• Desktop grid: fixed 1400px content width; single top nav (h≈80 with primary row 36px + utility row); no sidebar on the marketing surface.
• Exchange surface: information-dense grid — left market list, center chart + orderbook, right order panel — all driven by tables, not cards.
• Marketing surface (/home): hero band → market-summary table → product modules (스테이킹, 코인모으기) → CTA band. Light surface (#E9ECF1 page bg, white panels).
• Density rule: row height 45px on tradable lists, 30px on column headers. Vertical rhythm in 4–8px increments.
• Color is structural, not decorative: tinted row backgrounds (rgba 8% alpha of rise/fall hue) communicate direction without competing with the numerals.

3. Color tokens

Captured 2026-05-14 from production via CDP getComputedStyle. See assets/_reference/tokens.json.

Locale rule (critical): if you port Upbit-tone UI to a US/EU market, swap rise/fall hues — green = up, red = down. The blue-down semantic only reads correctly to Korean / JP / TW users.

4. Components

Button

Primary

• Background: #0062DF
• Text: #FFFFFF
• Border: none
• Radius: 4px
• Padding: 0 10px
• Height: 36px
• Font: 14px / 400 / Roboto+Noto Sans KR
• Use: 로그인 / 회원가입 in compact nav

Primary — Hero

• Background: #003597
• Text: #FFFFFF
• Border: none
• Radius: 4px
• Padding: 0 12px
• Height: 44px
• Font: 15px / 400 / Roboto+Noto Sans KR
• Use: 거래소 둘러보기 / 회원가입 (hero CTA)

Secondary

• Background: #EDEEF1
• Text: #1A2434
• Border: none
• Radius: 4px
• Padding: 0 10px
• Height: 36px
• Font: 14px / 400 / Roboto+Noto Sans KR
• Use: paired secondary action (회원가입 small variant)

Tag — percent / direct-input

• Background: #FFFFFF
• Text: #1A2434
• Border: 1px solid #BEC1C6
• Radius: 4px
• Padding: 0 8px 1px
• Height: 28px
• Font: 12px / 400
• Use: 10% / 25% / 50% / 100% / 직접입력 quick-fill on order form

Table cell — price / change

Rise (▲ up)

• Background: rgba(221, 60, 68, 0.08)
• Text: #DD3C44
• Border: none
• Radius: 0
• Padding: 4.5px 4px
• Height: 45px
• Font: 12px / 400
• Use: 상승 가격 셀 / 매수호가 cell tint

Fall (▼ down)

• Background: rgba(19, 117, 236, 0.08)
• Text: #1375EC
• Border: none
• Radius: 0
• Padding: 4.5px 4px
• Height: 45px
• Font: 12px / 400
• Use: 하락 가격 셀 / 매도호가 cell tint

Header row

• Background: #F9FAFC
• Text: #666666
• Border: bottom 1px #EDEEF1
• Radius: 0
• Padding: 0 14px
• Height: 30px
• Font: 11px / 400
• Use: 체결가 / 현재가 / 전일대비 / 거래대금 column heads

Segment switch

Locale segment (KO / EN)

• Background (selected): #F4F5F7
• Background (unselected): #FFFFFF
• Text: #333333
• Border: 1px solid #BEC1C6
• Radius: 0
• Padding: 0
• Height: 28px
• Font: 12px / 400
• Use: top-right utility row

Navigation

Top nav

• Background: #FFFFFF
• Text: #1A2434
• Border: bottom 1px #EDEEF1
• Radius: 0
• Padding: 0 20px
• Height: 80px (60px primary + 20px utility)
• Font: 15px / 400 (primary items)
• Use: persistent top-bar, fixed 1400px inner width

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Verified: 2026-05-14 Tier 1 sources: live CDP inspect of https://upbit.com/home (samples 41) + https://upbit.com/exchange?code=CRIX.UPBIT.KRW-BTC (samples 80). Combined 121 raw samples → assets/_reference/raw-capture.json + raw-capture-exchange.json + .live-inspect-proof.json. Tier 2 sources: getdesign.md/upbit — returned not_found (verified 2026-05-14, page text: "No designs found for 'upbit'"). styles.refero.design/?q=upbit — search interface returned no result cards for the query (verified 2026-05-14). Both 3rd-party indexes have weak Korean coverage (consistent with the 2026-05-13 KR-10 batch finding). Tier 1 official DS: NEGATIVE result. Attempted: design.upbit.com (DNS no-resolve), upbit.com/brand (301 → marketing), design.dunamu.com (DNS no-resolve), dunamu.com corporate site (200, no public DS surface; Naver blog blog.naver.com/dunamupr is PR, not design). Dunamu/Upbit do not publish an external design system as of 2026-05-14. Reconcile is therefore Tier-1-live-only. Conflicts unresolved: none.

5. Iconography

Upbit uses two icon registers:

• Coin marks — third-party brand glyphs (BTC, ETH, XRP, …) shown at 16–20px monochrome or color, ID-only role; never decorative.
• UI glyphs — flat 1.5px stroke, 16px frame, sparse: chevron, sort, favorite (★ outline → solid), info (i), close (×). No bespoke icon family; the visual contract is "stay invisible until needed."

Direction is communicated by ▲ / ▼ glyphs colocated with hue and number, not by separate icons.

6. Imagery

Marketing surface uses flat, isometric-leaning illustration for product modules (스테이킹, 코인모으기) — small, contained inside white card frames, not edge-to-edge hero photography. No people, no aspirational lifestyle. The hero band is type-led with a single product screenshot, not a photographic backdrop. Total imagery footprint is small; the table is the hero.

7. Motion

Restrained. Observable motion:

• Row blink (≈150ms ease-out) when a new trade prints — opacity 0 → 1 on the rise/fall tint.
• Hover affordance on rows: tint shift to #F4F5F7 ≈100ms linear.
• Nav highlight underline: 200ms ease-out.

No page transitions, no parallax, no scroll-jacking. The exchange surface itself is in constant micro-motion (numbers updating) — applying additional UI motion would compete with data motion.

8. Voice (microcopy register)

Korean primary, English secondary (KO/EN segment). Sentence-final form is ~합니다 / ~해요 mixed: ~합니다 on legal/notice surfaces (지원 종료 안내), ~해요 on product features (코인모으기로 꾸준히 모아요). Numerals are unitised in Korean reading order (1,234,567원, 1,234.56 BTC).

CTA labels are nouns or noun-phrases, not imperatives: 로그인 · 회원가입 · 거래소 둘러보기 · 직접입력. No exclamation marks. No emoji.

9. Accessibility & locale

• Color contrast: primary CTA #0062DF on white = 5.13:1 (AA pass). Rise text #DD3C44 on rgba(221,60,68,0.08) background ≈ 4.9:1 (AA pass for normal text). Fall text #1375EC on its tint ≈ 4.6:1 (AA pass).
• Hit targets: 28px tags are below WCAG 2.5.5 (44px target). Trading speed > accessibility floor is an explicit trade-off here.
• Locale-critical: rise/fall hue convention. Any port outside KR/JP/TW must invert.
• Korean font stack falls back through legacy IE-era families (Dotum / 돋움) — chain not pruned.

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10. Voice & Tone

Voice adjectives: 1) Composed — never breathless even during volatility. 2) Procedural — every action is named, listed, traceable. 3) Locale-fluent — Korean financial register, no startup slang.

Voice samples (illustrative — characterizing the observed register, not lifting copy):

1. (notice) "5월 15일 00:00부터 해당 마켓 거래 지원이 종료됩니다." — straight declarative, time-first.
2. (product) "코인모으기로 매주 정해진 금액만큼 자동 매수해요." — ~해요 form, mechanism named.
3. (CTA) "거래소 둘러보기" — noun phrase, no urgency word.

11. Brand Narrative

Upbit launched in October 2017 as Dunamu's bet that crypto in Korea would need a counterpart that looked, regulated, and felt like Korean equities — not a Silicon Valley product photographed onto a black background. The product identity has held remarkably steady through three boom-bust cycles: the same blue, the same tables, the same restraint.

Dunamu's broader portfolio (StockPlus for KOSPI/KOSDAQ retail, Quotation Corp for B2B market data) signals the company's center of gravity — they are a market-data company first, an exchange operator second. That shows in the UI: the table is canon, the brand is wallpaper.

The "why now" thesis encoded in the surface: in a market famous for speculative theatrics, the most trusted-looking exchange wins disproportionate flow during downturns. Restraint is the strategy.

12. Principles

1. Data is the hero; chrome is the frame. UI implication: table primitives outrank card primitives. Never wrap a price in a decorative container.

2. Direction must be readable at a glance — and in the local convention. UI implication: red = up, blue = down (KR/JP/TW). Tint at 8% alpha so hue communicates without overpowering the numeral.

3. Restraint scales with stakes. UI implication: the higher the order-size context, the fewer the design accents. Hero modules can carry illustration; the order panel cannot.

4. Procedural before persuasive. UI implication: CTAs name what happens (로그인, 직접입력), they don't sell it. Reserve persuasive copy for marketing surfaces only.

5. Locale-correct or wrong. UI implication: Korean stack ships first, English is a sibling segment — not a translation layer. Sentence-final forms by surface (~합니다 notice / ~해요 product) are non-negotiable.

13. Personas

Disclaimer: archetypes synthesised from public market behavior, app-store reviews, and 2024–2025 Korean crypto-retail surveys. No internal Upbit research is referenced.

• 혜진, 34, 직장인 (서울) — KOSPI 5년 차, 2024 비트코인 ETF 뉴스 후 입문. KRW 마켓 위주, 매수는 코인모으기 자동, 매도는 수동. UI 신뢰가 입문 결정의 80%였다고 말함.
• 준호, 28, 개발자 (판교) — 알트 트레이더, 호가창 + 차트 +체결창 3 패널 항상 띄움. 화면 정보 밀도가 만족도의 1순위. 모바일은 보조.
• 선영, 41, 자영업 (대구) — 보유 종목 5개 이하, 주 1회 진입. 푸시 알림 + 알기 쉬운 표가 핵심. 신용카드 결제 없이 은행 연동만 사용.

14. States

15. Motion & Easing

• Duration scale: 100ms (hover) / 150ms (row blink, segment) / 200ms (nav, modal in) / 250ms (modal out).
• Easing: ease-out for entrances and value changes; linear for shimmer; no spring.
• Motion rules:
  1. Never animate a price field's own typography — only its background tint.
  2. No page transitions on the exchange surface; navigation is instantaneous (state-driven).
  3. Modal enter from translateY(8px) opacity:0 → identity over 200ms ease-out. Exit reverses, 250ms.
  4. Row-print blink: tint fades in 150ms then holds for 800ms before easing out 400ms. The 800ms hold is what makes a moving market legible.

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OmD provenance: Created 2026-05-14 via omd:add-reference CREATE pipeline. Tier 1 = live CDP inspect (2 surfaces, 121 raw samples). Tier 2 = both indexes attempted, both empty (documented). Tier 1 official DS = negative (documented). IP guardrails: brand assets reference-only; voice fresh characterization; no verbatim taglines. See _research.md for full source map.