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Primary Colors

Our primary palette consists of Cardinal red, white, black and cool grey. Our layouts lean heavily on these colors, mixing in the secondary and accent palettes to build color schemes that are complementary and balanced.

Cardinal red

  • PMS 201 C (coated paper) | 201 U (uncoated)
  • CMYK 0, 100, 65, 34 (coated paper)
  • RGB 140, 21, 21
  • HEX #8C1515

Light

  • HEX #B83A4B

Dark

  • HEX #820000

White is an indispensable color. Rather than viewing white space as a blank area, see it as a break. Donโ€™t rush to fill it: it can focus attention on what is there, rather than drawing attention to what isnโ€™t. Always balance color, typography and graphic elements with white space.

White

  • PMS N/A
  • CMYK N/A
  • RGB 255, 255, 255
  • HEX #FFFFFF

Black

  • PMS Process Black
  • CMYK 0, 0, 0, 100
  • RGB 46, 45, 41
  • HEX #2E2D29

Cool grey

  • PMS Cool Grey 11 C
  • CMYK 63, 52, 44, 33
  • RGB 83, 86, 90
  • HEX #53565A

Use tints of black in increments of 10% to further expand the grey palette or to achieve functional contrast in a layout.

100% Black

HEX #2E2D29

90% Black

HEX #43423E

80% Black

HEX #585754

70% Black

HEX #6D6C69

60% Black

HEX #767674

50% Black

HEX #979694

40% Black

HEX #ABABA9

30% Black

HEX #C0C0BF

20% Black

HEX #D5D5D4

10% Black

HEX #EAEAEA

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