04

Consumer Brand Style Guide

The Colors

V.07.2017

The colors have multiple purposes depending on their use cases. They can help grab attention, or they can serve as platforms for other design elements upon which to build. In any case, it is important to use them per the guidelines so the communication is effective, clear and consistent.

Most of the time, the color system will need to play a secondary support role, allowing lifestyle photography to take center stage and grab the consumer’s attention. That means the content in video and images, for example, will be the main source of color.

When there is no lifestyle imagery, the brand colors will be relied upon more heavily. In these cases, the primary and secondary colors will have added emphasis. Examples of these executions include product cards, social media product ads and web banners.

Primary

When used with the other design elements, the primary colors will help maintain a clear and consistent message to the consumer. Primary color applications should always look modern and tasteful. Black and white are the two primary options in order to create absolute contrast with the lifestyle photography, which should always be the hero design element.

Secondary

The secondary color palette should be used to add a hint of visual interest. When color photography or video is not available in any execution, use of secondary colors can be considered.

Black

0-0-0-100

000-000-000

#000

White

0-0-0-0

255-255-255

#FFF

Candy Blue

PMS 297 (Litho)

PMS 298 (Digital)

50-0-0-0

109-207-246

#6DCFF6

Primary

When used with the other design elements, the primary colors will help maintain a clear and consistent message to the consumer. Primary color applications should always look modern and tasteful. Black and white are the two primary options in order to create absolute contrast with the lifestyle photography, which should always be the hero design element.

Black

0-0-0-100

000-000-000

#000

White

0-0-0-0

255-255-255

#FFF

Secondary

The secondary color palette should be used to add a hint of visual interest. When color photography or video is not available in any execution, use of secondary colors can be considered.

Candy Blue

PMS 297 (Litho)

PMS 298 (Digital)

50-0-0-0

109-207-246

#6DCFF6

Avoid using Candy Blue when a lifestyle photo is the central focus to the composition. Candy Blue should be used sparingly, unless it’s created as a background for product photography. A simple vignette around the corners of a blue background can be applied to add some depth to the space it creates.