Color is one of a brand’s most powerful identifying elements. Often it is the first attribute perceived and, when used consistently and correctly, can help build strong brand recognition.
Other secondary/accent colors are shown below. Refer to layout samples in subsequent pages for examples of proper implementation.
In addition to navy blue and tan, consider 80% black and white key colors in our primary color palette. Reducing the reliance on the primary colors does not weaken brand recognition. In fact, reserving specific white clear space for the logo and its colors ensures that it does not have visual competition, and that it will always shine.
When more color is desired, pure bright colors feel clear and direct. However, these colors can have a negative effect when used too liberally. Use of these colors should be done sparingly and with the intent of complementing the core color palette.
RGB: 139 | 14 | 4
CMYK: 0 | 97 | 100 | 50
RGB: 90 | 33 | 73
CMYK: 70 | 100 | 55 | 25
RGB: 86 | 108 | 17
CMYK: 34 | 0 | 100 | 60
PMS: Cool Gray 8
RGB: 161 | 161 | 164
CMYK: 0 | 1 | 0 | 43
Things to consider when using our color palette:
Navy Blue and Tan along with the secondary colors are recognizable as brand-specific colors and should always be considered for use in your project.
Consider the tone of your project when utilizing color. The use of too many bright colors can appear overly primary. The use of too many dark colors as well as a liberal use of black can appear too serious. Use color to accurately reflect the message you are trying to convey.
- Light colors can have a tendency to be recessive and can get lost on a white colored background.
- Be careful not to try to use every color in our palette.The use of too many colors can have a negative effect on messaging.
- Bright colors are intended to be used as accent colors and provide contrast as needed.