Colors

Color has a supportive function in the hierarchy of the visual identity. It's also used for its associative qualities. To make use of color optimally, this chapter will describe the palette and guidelines for a correct appliance.

Primary palette#

'Honey' is our signature color. 'Gray' is our secondary color. These are the color values expressed in the most common color models.

Functional palette#

One of our core values is clarity. To emphasize this, we always use a white background as a starting point. Text is set in dark grey instead of black to reduce harsh contrast and provide a pleasant readability. For more information about text and its color, see Typography.

Supporting shades#

Derivative shades and hues based on our primary palette can be used to balance out a design.

Gradients#

Combine shades of our signature color to create warm gradients that add dynamic to our designs.

Color systems#

RGB#

The main purpose of the RGB color model is for the sensing, representation and display of images in electronic systems, such as televisions and computers. The name of the model comes from the initials of the three additive primary colors, red, green, and blue.

HEX#

A representation of the RGB values as a single hexadecimal number.

CMYK#

The CMYK color model is used for color printing, also to describe the printing process itself. CMYK refers to the four inks used in some color printing: cyan, magenta, yellow, and key (black). Because the final printout heavily depends on the press manufacturer or the used printing hardware, some adjustments of the CMYK values are recommended to achieve the best possible result.

PMS#

The Pantone Matching System (PMS) is a proprietary color space used in a variety of industries, primarily printing, though sometimes in the manufacture of colored paint, fabric and plastics. Use PMS colors for pre-printed assets like business cards or envelopes.