Color

Color is a great way to convey emotion and mood. While we don’t really try to claim ownership of any specific color, our unique combination of colors help build our visual identity.


Our color palette is flexible. We can be minimalistic in black and white, elegant with a few more tones and sometimes vibrant with bright accents. Regardless of the effect we strive to achieve, we always choose our color combinations with care and with regard to the message we wish to send.

More often than not, our spot colors need to work well with our photographic materials, which have color schemes of their own that can stray in any direction.

Our palette consists of seven basic colors, each with a scale of tints (lighter) and shades (darker). They all have modest saturation, making them distinct but not intense. For occasions when extra intensity is just what you need, each basic color has an accent color with a bit more punch. Use these carefully, on details that need to stand out.

Extra Light
Red

#ffd2d7

Light
Red

#f0828c

Regular
Red

#e13241

Dark
Red

#b9232d

Extra Dark
Red

#911414

Accent
Red

#ff4b7d

Extra Light
Orange

#ffe6d2

Light
Orange

#faaf82

Regular
Orange

#eb6937

Dark
Orange

#d25a1e

Extra Dark
Orange

#b93c05

Accent
Orange

#ff912d

Extra Light
Yellow

#fff0d2

Light
Yellow

#ffdc8c

Regular
Yellow

#ffc346

Dark
Yellow

#ebaa23

Extra Dark
Yellow

#d28c00

Accent
Yellow

#fff000

Extra Light
Green

#d2ebd2

Light
Green

#82c882

Regular
Green

#32a532

Dark
Green

#23821e

Extra Dark
Green

#0f5a0a

Accent
Green

#00c800

Extra Light
Turquoise

#cdf0e6

Light
Turquoise

#87d7cd

Regular
Turquoise

#3cbeb4

Dark
Turquoise

#2d9b91

Extra Dark
Turquoise

#197869

Accent
Turquoise

#00dcd2

Extra Light
Blue

#d2e6f5

Light
Blue

#7dbee1

Regular
Blue

#2891c8

Dark
Blue

#1e69aa

Extra Dark
Blue

#0f418c

Accent
Blue

#0091ff

Extra Light
Purple

#d7d2f0

Light
Purple

#b48ccd

Regular
Purple

#87289b

Dark
Purple

#641e78

Extra Dark
Purple

#410f5a

Accent
Purple

#be00dc

We also use three different grey-scales; a neutral scale, a warm scale and a cold scale.

Extra Light
Gray

#ebebeb

Light
Gray

#cccccc

Regular
Gray

#8c8c8c

Dark
Gray

#737373

Extra Dark
Gray

#4d4d4d

Extra Light
Warm Gray

#ebebe6

Light
Warm Gray

#cdcdc3

Regular
Warm Gray

#a09b96

Dark
Warm Gray

#78736e

Extra Dark
Warm Gray

#504b46

Extra Light
Cool Gray

#e6ebeb

Light
Cool Gray

#d2dcdc

Regular
Cool Gray

#7d9196

Dark
Cool Gray

#647378

Extra Dark
Cool Gray

#465055

Regular
White

#ffffff

Regular
Black

#000000

Download all the colors as variables in a SASS-file.

Color contrast for accessibility

As a general rule, all text must have a color contrast rating of AA according to the Web Content Accesibility Guidelines (WCAG). This means that larger text (+18pts) needs a contrast ratio of at least 3.0, while smaller needs at least 4.5.