Our brand color palette is designed to act as a main brand identifier—modern, elegant, warm, and refined.
White is our base color, representing openness, clarity, and luxury through generous white space. We complement it with a curated palette that feels grounded but avoids being overly traditional, masculine, or corporate. Each design uses a select few colors, never the full palette, to maintain elegance and coherence.
Less is more is our guiding principle.
Primary Color Palette
Secondary Color Palette
Tertiary Color Palette
SHADES
To add depth, flexibility, and visual harmony, we use lighter tints and darker shades of our core brand colors.
These variations help maintain consistency while allowing for a greater range of flexibility in specific uses (i.e. UI design)
ENSURING LEGIBILITY WITH COLOR
We only use these colour combinations for information as to allow for AA accessibility standards within our design system.
For this case: Large Text is typically defined as equal to or more than 14pt Bold or 18pt Regular. Graphic accessibility is applied to graphics that need to be understood (i.e. icons).
UNDERSTANDING COLOR HIERARCHY
Establishing a colour hierarchy ensures visual consistency and clarity across brand communications. While we have established our primary, secondary and tertiary colors, it is important that hierarchy is used over the entire brand.
It is possible for this hierarchy to change for a particular layout (i.e. campaign advertising uses primarily Black and Moderna) as long as Mallard and White are still used most prominently in other areas.
The brand inspiration section is helpful to see how this can be realised across many layouts.
