Brand Guidelines
Color adds impact, excitement, and vibrancy to every identity system. We use it to stand out, enhance the content we create, and guide our users seamlessly through our communications.
The basics
Our color palette features a vibrant selection of rich, digitally native colors, complemented by a range of color shades.
Color selection and design software
When designing for print we work with CMYK or PMS values, in software that supports those values, such as Adobe Illustrator, or InDesign.
When designing for screen we work with RGB or HEX values, in software that supports those values, such as Figma, Canva, Google Slides, Keynote, Powerpoint.
Print color values will not display accurately on screen. Screen colors will not print accurately.
Color values
Cyan, magenta, yellow and black. The four colors used in offset and digital printing.
Pantone Matching System. An international color numbering system for accurate selection, specification and matching of colors.
Red, green and blue, the component colors which create all screen colors.
A hexadecimal way of representing the red, green and blue of screen colors.
Several factors can change how color will reproduce. Before any large scale print run, testing is always advised.
Core brand color palette
Colours are a powerful design tool – they attract attention, create atmosphere and give our brand character. Nevertheless, conscious and sparing use is crucial to maintain clarity and consistency.
Reduced use of colour ensures that content remains the focus and visual overload is avoided. Primary colours should be used selectively to emphasise key messages or highlight important interactive elements. Secondary colours serve to support, not dominate.
Less is more: restraint in colour design creates a clear, modern and professional appearance that strengthens our brand identity and creates a harmonious user experience.
Black & white
Black & white is used for backgrounds and text.
Coral red
Coral red is primarily used for backgrounds and accentuated touchpoints/typographic design elements. The shades of this colour are only used for backgrounds.
Deep blue
Deep blue and its shades are primarily used for backgrounds.
Neural grey
Neural grey and its shades are primarily used for backgrounds or design elements (e.g. illustrations, form fields)
Code green
Code green is primarily used for backgrounds and accentuated touchpoints/typographic design elements. The shades of this colour are only used for backgrounds.
Color pairings
The AI NATION color pairings are established to facilitate consistent and efficient design across brand materials. In addition to the recommended pairings presented below, designers may also combine colors within the same color family — for example, Deep blue with Deep blue shade 01 — to ensure visual harmony and maintain brand consistency.
