Colours
The colour palette for XD Connects is an integral part of the visual identity. The colours are inspired by nature to connect to the mission of XD Connects. The addition of Sweet lavender gives the muted palette a touch of contrast. It is essential to use Misty white or Sand white as a background colour for product shots to harmonize with the rest of the identity.
Primary colours
The primary colours of the identity are black and white. These colors keep the brand contemporary and bold. The logo and type should always be in black or white; when the logo and type appear together, they should be in the same colour. For example, if the logo is black, the text should also be black.
White
- C=0 M=0 Y=0 K=0
- R=255 G=255 B=255
- #FFFFFF
Black
- C=0 M=0 Y=0 K=100
- R=0 G=0 B=0
- #000000
Secondary colours
The secondary colours are used to soften the primary colours. Please use only one of these colours once per touchpoint - Sweet lavender, Pine green, Deep sea blue, and Cloudy grey.
Sweet lavender
- PANTONE 2725 C | 2368 U
- C=64 M=61 Y=0 K=0
- R=115 G=108 B=191
- #736CBF
Pine green
- PANTONE 7750 C | 378 U
- C=56 M=43 Y=100 K=38
- R=98 G=95 B=26
- #625F1A
Deep sea blue
- PANTONE 534 C | 282 U
- C=90 M=74 Y=51 K=62
- R=32 G=39 B=52
- #202734
Cloudy grey
- PANTONE 2176 C | 2176 U
- C=34 M=16 Y=20 K=1
- R=184 G=197 B=200
- #B8C5C8
Background colours
Misty white and Sandy white is used only as background colour.
Misty white
- PANTONE 656 C | 656 U
- C=8 M=6 Y=7 K=0
- R=239 G=239 B=239
- #EFEFEF
Sand white
- PANTONE 7527 C | 7527 U
- C=14 M=11 Y=19 K=0
- R=227 G=224 B=212
- #E3E0D4
Colour combinations
The following colour combinations can be used within XD Connect’s visual identity. These are the colour combinations for combining the logo, typography, and solid coloured backgrounds.
Legibility and contrast
The use of the colours must respect the rules of legibility and contrast. You can use sweet lavender and Pine green with both black and white. On Deep sea blue, only use it in combination with white, while on the background colours of Misty white and Sand white, only use them in combination with black. It is not allowed to use the black or white version in a way that is not indicated in the guidelines.
Examples of colour combinations
Here are some examples of the correct usage of the colours. Use just one colour for each touchpoint and make sure that the colour contrast follows the rules of the guidelines.
Background colours
The background colours, Misty white and Sand white can be used for backgrounds, especially for the product shot backgrounds.
Don'ts
Incorrect use of the colours
It is not allowed to overlay the colours without following the rules of legibility and contrast (see 1 | Legibility and contrast)