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. Don’t rush to fill it: it can focus attention on what is there, rather than drawing attention to what isn’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