Color

Color is a powerful driver of recognition, emotion, and differentiation. Our brand palette has been carefully developed to strike a balance between approachability, energy, and modern sophistication. The chosen colors are not just aesthetic choices, but strategic assets that set us apart in the marketplace.

To maintain consistency and brand integrity, it is essential that our colors are reproduced faithfully across all media and used in accordance with these guidelines. Any deviation or use of unauthorized colors compromises the strength and clarity of our visual identity.

This palette brings together our primary yellow, a range of grounding neutrals, and a supporting secondary palette to ensure flexibility and visual richness across applications.

Primary color

Our primary brand color is a soft yet vibrant yellow - we call it Sophisticated Yellow. This hue is the cornerstone of our identity and should be the most dominant color in brand communications.

Yellow is one of the most visible hues to the human eye. It conveys warmth, optimism, and friendliness — qualities that embody our brand’s spirit. Positioned confidently at the heart of our palette, this shade ensures instant recognition and distinctiveness in competitive landscapes.Whenever possible, Sophisticated Yellow should be paired with white and neutral tones to achieve a clean, modern, and energetic expression.

Sophisticated Yellow

HEX: #F6F0A8

CMYK: 4/1/47/0

Additional Shades

Depending on context (print vs. digital, large backgrounds vs. small icons), we will need lighter and darker variations to adapt without breaking the brand’s visual integrity.Also, not every background can be bright yellow. Darker variations of the primary hue provide the contrast needed for accessibility (legible text, compliant color ratios, visual clarity).Lastly, it help us create hierarchy and depth in our communication and visual language.

HEX: #FFFFFF

CMYK: 0/0/0/0

HEX: #ECE278

CMYK: 9/4/74/0

HEX: #FFFEEF

CMYK: 0/0/7/0

HEX: #C3BA5A

CMYK: 26/19/89/0

HEX: #FFFBD2

CMYK: 1/0/23/0

HEX: #A69E49

CMYK: 37/29/99/3

Midnight

HEX: #2e3742

CMYK: 79/67/52/48

Grey Dark

HEX: #8c9bb0

CMYK: 48/33/21/0

Grey Natural

HEX: #e7eaee

CMYK: 8/5/4/0

Neutral colors

Our neutral palette is designed to ground the vibrancy of yellow, providing contrast and balance across layouts. We always prioritize our main yellow in combination with a bold black and white to create a look that feels energetic, confident, and distinctly modern. The additional neutral shades act as the functional foundation for backgrounds, typography, and structural elements.
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Light neutrals, create openness and clarity, making content approachable.
Mid-tones, provide versatility for hierarchy and emphasis.
Dark neutrals & black, add strength, confidence, and authority, anchoring compositions when paired with the brightness of yellow.

These tones ensure legibility and coherence across all brand touchpoints.

HEX: #0A0D0F

CMYK: 76/68/65/84

HEX: #2E3742

CMYK: 79/67/53/48

HEX: #4D5561

CMYK: 71/59/47/26

HEX: #8C9BB0

CMYK: 48/33/21/0

HEX: #CAD1DB

CMYK: 19/12/8/0

HEX: #E7EAEE

CMYK: 8/5/3/0

Secondary colors

The secondary palette introduces a set of vibrant supporting colors that complement, but never replace, our primary yellow and neutral base. These shades are designed exclusively for data visualization, infographics, and selective highlight details.

Important usage rule: Secondary colors are not to be used freely. Before applying any of these colors, stakeholders must seek approval from the Creative Studio. This ensures consistency, prevents misuse, and safeguards the integrity of the brand.

By enforcing these controls, we ensure the secondary palette enhances our storytelling without diluting the strength of our brand identity.

HEX: #FFB6CF

CMYK: 0/42/12/0

HEX: #795CCC

CMYK: 58/54/0/0

HEX: #337BE2

CMYK: 88/45/0/0

HEX: #57C0DA

CMYK:54/0/7/0

HEX: #1D8F6D

CMYK: 83/21/70/5

HEX: #F87E25

CMYK: 0/47/100/0

HEX: #EB5431

CMYK: 0/85/100/0

HEX: #763f26

CMYK: 24/74/59/43

Color Misuse

Never use secondary colors as background for text boxes nor as a main copy color.
Never use secondary colors to add color in slides that did not have color originally.
Use secondary colors sparingly, only as accents to aid clarity in complex layouts.
Never apply them as dominant background colors or as replacements for the primary palette.
Final approval for any secondary color use lies with the Creative Studio.

Do not combine colors with low contrast.

Do not use color in the logotype.

Do not combine colors with low contrast.

Do not create gradients that haven't been approved.

Do not change or adjust our colors in any way. Consistency in color is vital to brand recognition.

Do not use off-brand colors, especially in combination with approved brand colors.

Usage