Recreate a Website's Look Without Copying It
By @andymarrows · Updated · 5 min read
The short answer
Recreate the style, not the assets. Measurable style (colour roles, a type scale, spacing, radii, motion timing) can guide your own design. The site's logo, photos, illustrations, custom icons, fonts you haven't licensed and its written copy belong to its owner, so don't reuse them; use your own or free alternatives. This isn't legal advice: when in doubt, ask the owner.
Style versus assets
When people say they like a site's design, they usually mean its decisions: a restrained palette with one accent, generous spacing, type that tightens at large sizes, hairline borders instead of shadows. Those are style. The files that make up the site are assets:
- Logos and brand marks
- Photographs and illustrations
- Custom icon sets and drawings
- Commercial fonts (you need your own licence)
- The site's written copy
Use style as direction for your own work; don't reuse assets.
| Part of the design | Style or asset | What to do |
|---|---|---|
| Colour roles and palette | Style | Use as direction; pick your own accent if it's a brand colour |
| Type scale, spacing, radii | Style | Use as direction |
| Motion timing and easing | Style | Use as direction |
| Fonts | Asset (licensed software) | Install free ones from the source; licence paid ones or pick an alternative |
| Icon sets | Asset | Use open-source sets from the source; never custom icons |
| Logos, photos, illustrations | Asset | Don't reuse; use your own |
| Written copy | Asset | Write your own |
Fonts and icons: check the licence
Many sites use free fonts (Inter, Geist and Google Fonts) and open-source icon sets (Lucide, Phosphor) you can install yourself. Others use paid typefaces or icon sets. Install free ones from their official source, never from the site, and only use paid ones if you hold a licence. Otherwise pick a free alternative with a similar feel.
How Livery handles it
Livery measures style and labels every item in a kit: free to reuse, needs your licence (always with a free alternative), or style only, which your agent recreates in your own way. A kit's reference folder keeps exact copies of the page's files (markup, stylesheets, pictures, fonts) so an agent can reproduce the page faithfully, and the kit tells it to use them only where you have the right to: your own site, a licensed template or a client's files. Otherwise it keeps the look and replaces the files. Site owners can opt in to share more through a livery.json file, or opt out and have kits withdrawn.
Questions
- Is a website's layout protected by copyright?
- In the US, the Copyright Office says the general layout or format of a web page is not copyrightable, though the specific text, images and creative arrangement of content can be. Laws differ by country; this isn't legal advice.
- Can I use the same font as a site?
- US copyright law doesn't protect typeface designs, but font files are software sold under licences, so install free fonts from their official source and buy a licence for paid ones.
- Can I use a site's icons?
- Only if they come from an open-source set whose licence allows it (install it from the source) or you have permission. Custom icons belong to the site.
- What does Livery copy from a site?
- A kit holds measurements (colours, type, spacing, components, motion) with every font, icon set and asset labelled by licence. Its reference folder keeps exact copies of the page's files so an agent can reproduce it faithfully; those still belong to the site's owner, and the kit says to use them only where you have the right to.
Sources
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