Color
Black and white do the work. Color creates emphasis.
A disciplined palette anchored in black, with Blue, Orange, and Cyan reserved for meaning — never decoration.
Core palette
The full system.
- HEX
- 000000
- RGB
- 0 · 0 · 0
- CMYK
- 0 · 0 · 0 · 100
Primary. Type, UI chrome, foundational surfaces.
- HEX
- 2D6CDF
- RGB
- 45 · 108 · 223
- CMYK
- 80 · 52 · 0 · 13
Secondary brand. Interactive states, links, primary accents.
- HEX
- FA8D14
- RGB
- 250 · 141 · 20
- CMYK
- 0 · 44 · 92 · 2
Accent. Highlights, momentum, energy.
- HEX
- 00CFEB
- RGB
- 0 · 207 · 235
- CMYK
- 70 · 0 · 15 · 0
Accent. Data, gradients, digital moments.
- HEX
- F5F5F5
- RGB
- 245 · 245 · 245
- CMYK
- 0 · 0 · 0 · 4
Background. Cards, sections, quiet UI.
- HEX
- E0E0E0
- RGB
- 224 · 224 · 224
- CMYK
- 0 · 0 · 0 · 12
Dividers, borders, secondary chrome.
- HEX
- 3C3C3C
- RGB
- 60 · 60 · 60
- CMYK
- 0 · 0 · 0 · 76
Softer alternative to pure black for large fills.
- HEX
- FFFFFF
- RGB
- 255 · 255 · 255
- CMYK
- 0 · 0 · 0 · 0
Base surface. Reversed type and negative space.
Gradients
Used with intent.
Primary — Orange → Blue
Hero moments, CTAs, feature highlights.
#FA8D14 → #2D6CDF · 135°
Secondary — Blue → Cyan
Data visualization, charts, digital surfaces.
#2D6CDF → #00CFEB · 135°
Premium — Orange → Blue → Cyan
Signature moments. Sparingly.
#FA8D14 → #2D6CDF → #00CFEB
Accessibility
Approved pairings & contrast.
Usage
Color rules.
Do
- Lead with black, white, and generous negative space
- Use Blue for interactivity and primary emphasis
- Reserve Orange for moments of energy or highlight
- Reach WCAG AA at minimum for all text
Don't
- Fill large paragraphs of body copy with gradients
- Combine Blue and Orange as small type on each other
- Introduce pastels or off-brand accent colors
- Use color as the only signal for state or meaning