Color brings impact, excitement, and delight to any identity system. We use color to be distinct in market, elevate the content we create, and ensure our users are guided effectively through our communications.
Primary Palette
The primary palette uses a combination of bold energetic colors. A blue-purple tone, "Blue Violet", and an orange tone, "Attention Orange", are supported by a scale of greys and blacks, as well as gradient tones used on marketing assets and the web.
We use the Blue Violet tone for backgrounds, highlights, and graphics quite freely, however, the Attention Orange is reserved only for when we want to bring attention to a specific element.
Name
Rgb
Hex
Cmyk
Blue Violet
94 / 79 / 249
5E4FF9
75 / 70 / 0 / 0
Contrast
Name
Rgb
Hex
Cmyk
Attention Orange
252 / 81 / 0
FC5100
0 / 82 / 100 / 0
Contrast
Name
Rgb
Hex
Cmyk
Black
22 / 22 / 24
161618
74 / 68 / 64 / 79
Contrast
Name
Rgb
Hex
Cmyk
Primary White
255 / 255 / 255
FFFFFF
0 / 0 / 0 / 0
Contrast
Secondary Palette
These colors are mainly for background support.
Name
Rgb
Hex
Cmyk
Violet 02
57 / 15 / 143
390F8F
100 / 100 / 2 / 0
Contrast
Name
Rgb
Hex
Cmyk
Violet 01
29 / 07 / 72
1D0748
100 / 100 / 40 / 45
Contrast
Name
Rgb
Hex
Cmyk
Cool Gray 800
109 / 106 / 116
6D6A74
60 / 50 / 40 / 25
Contrast
Name
Rgb
Hex
Cmyk
Cool Gray 300
229 / 228 / 237
E5E4ED
10 / 10 / 02 / 00
Contrast
Name
Rgb
Hex
Cmyk
Cool Gray 100
245 / 244 / 248
F5F4F8
05 / 04 / 02 / 00
Contrast
Combinations
These colors are mainly for background support.
Name
Rgb
Hex
Cmyk
Blue
94 / 79 / 24
95E4FF9
75 / 70 / 0 / 0
Contrast
Name
Rgb
Hex
Cmyk
Blue
94 / 79 / 24
95E4FF9
75 / 70 / 0 / 0
Contrast
Name
Rgb
Hex
Cmyk
Blue
94 / 79 / 24
95E4FF9
75 / 70 / 0 / 0
Contrast
Name
Rgb
Hex
Cmyk
Blue
94 / 79 / 24
95E4FF9
75 / 70 / 0 / 0
Contrast
Name
Rgb
Hex
Cmyk
Blue
94 / 79 / 24
95E4FF9
75 / 70 / 0 / 0
Contrast
Name
Rgb
Hex
Cmyk
Blue
94 / 79 / 24
95E4FF9
75 / 70 / 0 / 0
Contrast
Name
Rgb
Hex
Cmyk
Blue
94 / 79 / 24
95E4FF9
75 / 70 / 0 / 0
Contrast
Name
Rgb
Hex
Cmyk
Blue
94 / 79 / 24
95E4FF9
75 / 70 / 0 / 0
Contrast
Name
Rgb
Hex
Cmyk
Blue
94 / 79 / 24
95E4FF9
75 / 70 / 0 / 0
Contrast
Name
Rgb
Hex
Cmyk
Blue
94 / 79 / 24
95E4FF9
75 / 70 / 0 / 0
Contrast
Name
Rgb
Hex
Cmyk
Blue
94 / 79 / 24
95E4FF9
75 / 70 / 0 / 0
Contrast
Name
Rgb
Hex
Cmyk
Blue
94 / 79 / 24
95E4FF9
75 / 70 / 0 / 0
Contrast
Gradients
We use gradients to enhance the visual depth of some graphics. These are most often used on the web.
Gradient combination
Always respect these gradient combinations.
Usage
Can be used as backgrounds or font colors.
Avoid
Don't use gradients for print materials.
