Our primary colors
Our brand colour palette is designed to be very different from the rest of the market. More modern and elegant than the traditional players whose colours tend to be those of flags and heraldry; and more warm and human than the new tech brands.
Our base colour is white, the colour of openness, modernity, transparency and clarity. And we use it generously, always ensuring that we have plenty of white space to ensure a sense of luxury and elegance.
We then add colours from our selected palette, which create a sense of grounding without being too traditional, masculine or corporate.
We avoid using all the colours in one bit of design. Instead, we use a different small selection of colours in each thing we design, so each remains elegant, and they build a variety that’s consistent and coherent all together.
If in doubt, the general rule when applying the colour palette is that less is more.
Our secondary colors
There are some instances where more colours may be required in addition to our primary colour palette. e.g. The creation of graphs and charts.
Please note, that secondary colours should be used sparingly and only in instances where completely necessary.
Logo on white
When applying colour to the logo. There are three colours from the palette that we use. Black, Volcanic and Mallard.
This is for legibility, particularly in small spaces.
Logo reversed out
When reversing the logo out of colour, there are a select number of colours we can use. Black, Volcanic, Mallard, Blue Spruce and Lake.
We only use these colours as they make the logo clear and legible.
Icon reversed out
When reversing the icon out of colour, there are a select number of colours we can use. Black, Volcanic, Mallard, Blue Spruce and Lake.
We only use these colours as they make the logo clear and legible.
What we never do
Never place the logo over any colour other than Black, Volcanic, Mallard, Blue Spruce or Lake from our colour palette.
Never colour the logo in anything other than Black, Volcanic or Mallard from our colour palette.
Never use a colour to highlight a section of the logo.
Never colour separate parts of the logo different colours.
Never place the logo over any colour other than Black, Volcanic, Mallard, Blue Spruce or Lake from our colour palette.
Never colour the logo in anything other than Black, Volcanic or Mallard from our colour palette.
Never use a colour to highlight a section of the logo.
Using colors on charts and graphs
Our primary colour palatte is used for charts and graphs.
In some cases we may need to use additional colours from our secondary colour palatte. These should be used sparingly.
Ring-charts:
Barcharts: example of 2-color combinations
More complex VERTICAL BAR CHARTS
4-color combinations PIE CHARTS
Whichever combination you would like to use,
always try to start form the darker color to the lighter color
If you have more than the 6 primary colors,
use the 3 secondary colors.
