Color Palette

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Color Overview

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.

Primary colors

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.

   

Navy Blue
PMS: 5395
RGB: 0 | 39 | 76
CMYK: 100 | 44 | 0 | 76
#00274C

Tan
PMS: 479
RGB: 184 | 139 | 115
CMYK: 30 | 48 | 57 | 0
#B88B73

Secondary colors

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.

       

Yellow
PMS: 122
RGB: 241 | 203 | 0
CMYK: 0 | 12 | 100 | 7
#FFD24F

Orange
PMS: 145
RGB: 229 | 142 | 26
CMYK: 0 | 47 | 100 | 8
#E58E1A

Red
PMS: 188
RGB: 139 | 14 | 4
CMYK: 0 | 97 | 100 | 50
#8B0E04
Purple
PMS: 518
RGB: 90 | 33 | 73
CMYK: 70 | 100 | 55 | 25
#5A2149
       

Blue
PMS: 5405
RGB: 59 | 110 | 143
CMYK: 58 | 17 | 0 | 46
#3B6E8F

Green
PMS: 377
RGB: 120 | 162 | 47
CMYK: 45 | 0 | 100 | 24
#78A22F

Dark Green
PMS: 378
RGB: 86 | 108 | 17
CMYK: 34 | 0 | 100 | 60
#566C11
Cool Gray
PMS: Cool Gray 8
RGB: 161 | 161 | 164
CMYK: 0 | 1 | 0 | 43
#A1A1A5

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.