# Temu

> Generated by BrandSweets from the temu-com BrandDoc (v5, schema 1). Do not edit by hand.

## Identity

**Tagline:** Shop Like a Billionaire

**Sector:** E-commerce / online marketplace

**Founded:** 2022

**Domain:** temu.com


Temu is an online marketplace launched in the United States in September 2022 by PDD Holdings (the company behind Pinduoduo), selling low-priced goods shipped mostly direct from manufacturers. Its orange wordmark and 'Shop Like a Billionaire' campaign made it one of the most-downloaded shopping apps within a year.

## Voice

**Tone:** exuberant, deal-driven, direct

### Do

- Lead with price and choice.
- Keep the wordmark in Temu orange.

### Don't

- Don't use luxury or understated register.
- Don't lowercase the wordmark.

## Colors

| Role | Name | Hex | Dark | Usage |
| --- | --- | --- | --- | --- |
| `primary` | Temu Orange | `#fb7701` | — | The wordmark orange. Source: Temu logo SVG (Wikimedia Commons, official artwork): fill #FB7701. |
| `surface` | White | `#ffffff` | — | Page and card background. |
| `text` | Black | `#000000` | — | Body text on surface. |

### Scales

- **primary:** 50 `#faf4ef`, 100 `#f3e5d8`, 200 `#ffcea4`, 300 `#feb06c`, 400 `#fe9539`, 500 `#fb7701`, 600 `#df6901`, 700 `#b75601`, 800 `#8e4301`, 900 `#5e3008`, 950 `#3d1f05`
- **surface:** 50 `#ffffff`, 100 `#e6e6e6`, 200 `#d1d1d1`, 300 `#b5b5b5`, 400 `#9c9c9c`, 500 `#858585`, 600 `#707070`, 700 `#5c5c5c`, 800 `#474747`, 900 `#333333`, 950 `#212121`
- **text:** 50 `#f5f5f5`, 100 `#e6e6e6`, 200 `#d1d1d1`, 300 `#b5b5b5`, 400 `#9c9c9c`, 500 `#858585`, 600 `#707070`, 700 `#5c5c5c`, 800 `#474747`, 900 `#333333`, 950 `#000000`

## Typography

### Families

#### miui `miui`
- **Source:** custom
- **Weights:** 400 Regular, 600 Semibold, 700 Bold
- **Fallback stack:** `miui, system-ui, -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, "Noto Sans", Ubuntu, Cantarell, "Helvetica Neue", ".SFNSText-Regular", Helvetica, Arial, sans-serif`
- **Licensing:** Auto-detected web font; provenance unconfirmed. Reference only — never rehost without a license.

### Role assignments

- **heading:** miui (`miui`)
- **body:** miui (`miui`)

### Scale

| Step | Size (rem) | Line height | Tracking (em) |
| --- | --- | --- | --- |
| sm | 0.875 | 1.5 | — |
| base | 1 | 1.6 | — |
| lg | 1.25 | 1.4 | — |
| xl | 1.75 | 1.25 | — |
| 2xl | 2.25 | 1.15 | — |
| display | 3.5 | 1.05 | -0.02 |

## Gradients

Derived from the colour roles (perceptual interpolation; same tokens in brand.css / tokens.json):

- **--brand-gradient:** `linear-gradient(135deg in oklab, #fb7701 0%, #d29601 100%)` — worst-case contrast white 2.58:1, black 7.70:1 AA
- **--brand-gradient-hero:** `linear-gradient(135deg in oklab, #c5977e 0%, #b49f7e 100%)` — ink #000000; worst-case contrast white 2.55:1, black 8.07:1 AA
- **--brand-gradient-button:** `linear-gradient(180deg in oklch shorter hue, #ff8422 0%, #ed6a00 100%)` — ink #000000; hover `linear-gradient(180deg in oklch shorter hue, #ff954b 0%, #f77400 100%)`; active `linear-gradient(180deg in oklch shorter hue, #ff7a0d 0%, #e26000 100%)`

## Logos

### favicon
- **Formats:**
  - `png`: https://www.temu.com/favicon.ico
- **Allowed backgrounds:** any

## Boards

- **Cover** — `cover` (`board-cover`)
- **Color System** — `color-system` (`board-colors`)
- **Type Specimen** — `type-specimen` (`board-type`)
- **Logo Suite** — `logo-suite` (`board-logos`)

## Resources

- Tokens (JSON): /b/temu-com/tokens.json
- Tokens (CSS): /b/temu-com/brand.css
- This document: /b/temu-com/brand.md
- MCP endpoint (public read): mcp.brandsweets.com/temu-com/mcp
- Agent integration guide: /agents.md