The palette
Every colour has a job to do. Some lead, others support. Together they make the brand recognisable at a glance.
The colour families
Five families, each in a dark, mid and light shade. Use one family at a time and mix its shades freely.
Blue is the accent: links, buttons and highlights. The other families bring variety to sections, campaigns and illustration.
Blue dark
#172554
23 37 84
73 56 0 67
Hex
RGB
CMYK
Blue mid
#3D63F5
61 99 245
75 60 0 4
Hex
RGB
CMYK
Blue light
#B4C5FF
180 197 255
29 23 0 0
Hex
RGB
CMYK
Amber dark
#5C2E06
92 46 6
0 50 93 64
Hex
RGB
CMYK
Amber mid
#E8890C
232 137 12
0 41 95 9
Hex
RGB
CMYK
Amber light
#FFD48A
255 212 138
0 17 46 0
Hex
RGB
CMYK
Coral dark
#5F1420
95 20 32
0 79 66 63
Hex
RGB
CMYK
Coral mid
#E5484D
229 72 77
0 69 66 10
Hex
RGB
CMYK
Coral light
#FFB3AE
255 179 174
0 30 32 0
Hex
RGB
CMYK
Lime dark
#233D0A
35 61 10
43 0 84 76
Hex
RGB
CMYK
Lime mid
#6E9F14
110 159 20
31 0 87 38
Hex
RGB
CMYK
Lime light
#D4F08C
212 240 140
12 0 42 6
Hex
RGB
CMYK
Violet dark
#2E1A63
46 26 99
54 74 0 61
Hex
RGB
CMYK
Violet mid
#7C5CFF
124 92 255
51 64 0 0
Hex
RGB
CMYK
Violet light
#CFC2FF
207 194 255
19 24 0 0
Hex
RGB
CMYK
The neutrals
The neutrals do the quiet work: backgrounds, surfaces, lines and text. They keep things readable and give the colours somewhere to land.
Ink (page)
#0B0C0F
11 12 15
27 20 0 94
Hex
RGB
CMYK
Surface (cards)
#15171B
21 23 27
22 15 0 89
Hex
RGB
CMYK
Raised
#1E2126
30 33 38
21 13 0 85
Hex
RGB
CMYK
Line
#2B2F36
43 47 54
20 13 0 79
Hex
RGB
CMYK
Muted (text only)
#9097A1
144 151 161
11 6 0 37
Hex
RGB
CMYK
Copy (text only)
#D6D9DE
214 217 222
4 2 0 13
Hex
RGB
CMYK
Heading (text only)
#F4F5F7
244 245 247
1 1 0 3
Hex
RGB
CMYK
White
#FFFFFF
255 255 255
0 0 0 0
Hex
RGB
CMYK
How we use them
Every colour has a job to do. Some lead, others support. Together they make the brand recognisable at a glance.
The accent
Blue does the day-to-day work: links, buttons, highlights and anything people can click. Consistent and instantly recognisable.
The colour families
The other families come out for sections, campaigns and illustration. Each brings its own personality, one family at a time.
Colour by category
Give each product line or category its own colour family, and stick to it. People learn the code quickly, and it helps them find what they’re after.
How we mix them
The one rule: don’t layer colour families on top of each other. Shades of the same family layer beautifully, and the neutrals go with everything.
Same family,
all day
On top of each other
Keep text and patterns within one colour family. When same-family text isn’t readable enough, white steps in.
Two families, one clear split.
Side by side
Two colour families can share a space but they need a clear, obvious split between them. Never on top of each other.
Colour
Colour
Colour
Colour
Text on the neutrals
The neutrals play well with everyone. Any colour family can sit on top of them, no exceptions.
In real life
Here’s how our colours look out in the world.