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Brand Colors

Brand Colors

Primary Color Palette

Our brand should generally be represented in one of the colors on this page.

Consistent use of this color palette will help to build brand recognition. Please use this palette wherever possible and ensure the highest possible contrast when using multiple colors.

Experimentation is allowed but, may harm our brand recognition and clarity of communication. So, experiment cautiously.

Primary Colors

The visual space used by each color in the image below is a rough representation of how much it should be used across the identity as a whole.

image

As you can see by the images on this site (and our identity at large) we prefer black or dark backgrounds with white or light gray text.

Priority of color for the SOSC brand identity:

  1. Black & White
  2. Deep Purple, Vibrant Purple, Blue and Teal
  3. Navy and Sky
  4. Tints and shades of all of the above

All colors shown have been designed for digital use first and not CMYK (print). We're a digital-first brand so no we won't be doing Pantone matching.

Gradients

Gradients are very Shiny.

You can use our primary palette to design many linear and freeform gradients like the example on this page.

Whilst this color order generates the most interesting gradient, do not feel you must follow this formula exactly.

Inspiration for this palette was drawn from the shimmering iridescent colors of a magpie’s tail feathers. Do a little Google-ing if you want to see what we mean.

image

Gradient color order:

  1. Black
  2. Navy
  3. Deep Purple
  4. Vibrant Purple
  5. Blue
  6. Teal
  7. Sky
  8. White

More on how to use these colors in the Textures section.

Tints & Shades

We prefer our brand colors used without editing, but some situations require the use of color tints, especially on the web.

For example, when a user hovers over a button on our website, using a tint change can help confirm their action.

Reducing the opacity of small white body copy by 20-30% is also another good example. This improves legibility and reduces eye strain.

If necessary, use a 20% tint step system, keeping legibility and contrast in mind.

image

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