Aqualogic / Visuals / Colour
Colour.
The Aqualogic palette anchors the brand visually. Aqua Cyan brings the freshness and clarity of the strapline, Ink provides depth and authority, Sky is a softer support tone, and Paper is the neutral surface most copy sits on.
How to use the palette
- Ink (#0C2C3A) — primary text colour. Use for body, headings and on Paper backgrounds.
- Aqua Cyan (#00B6DB) — accent colour for links, calls to action, the strapline, infographics and selective highlights.
- Sky (#6AC2D8) — soft support tone for tinted surfaces, illustrations, secondary callouts. Avoid as a primary text colour: contrast on Paper is too low.
- Paper (#FAFBFF) — default background. Sits gently off pure white.
Primary palette
Paper
- HEX
- #FAFBFF
- RGB
- 250, 251, 255
- CMYK
- 2, 2, 0, 0
- Pantone
- White / 663 C
Default background. Sits gently off pure white.
Aqua Cyan
- HEX
- #00B6DB
- RGB
- 0, 182, 219
- CMYK
- 100, 17, 0, 14
- Pantone
- 312 C
Accent colour. Use for links, calls to action and the strapline.
Ink
- HEX
- #0C2C3A
- RGB
- 12, 44, 58
- CMYK
- 79, 24, 0, 77
- Pantone
- 539 C
Primary text colour. Use for body, headings and on Paper.
Sky
- HEX
- #6AC2D8
- RGB
- 106, 194, 216
- CMYK
- 51, 10, 0, 15
- Pantone
- 305 C
Soft support tone. Avoid for primary text on Paper.
Pantone references are closest Coated (C) matches. Confirm against a calibrated fan deck before going to print.
Grayscale
Cloud
- HEX
- #EDEFF7
- RGB
- 237, 239, 247
- CMYK
- 4, 3, 0, 3
- Pantone
- Cool Gray 1 C
Smoke
- HEX
- #D3D6E0
- RGB
- 211, 214, 224
- CMYK
- 6, 4, 0, 12
- Pantone
- Cool Gray 2 C
Steel
- HEX
- #BCBFCC
- RGB
- 188, 191, 204
- CMYK
- 8, 6, 0, 20
- Pantone
- Cool Gray 4 C
Space
- HEX
- #9DA2B3
- RGB
- 157, 162, 179
- CMYK
- 12, 9, 0, 30
- Pantone
- Cool Gray 6 C
Graphite
- HEX
- #6E7180
- RGB
- 110, 113, 128
- CMYK
- 14, 12, 0, 50
- Pantone
- Cool Gray 9 C
Arsenic
- HEX
- #40424D
- RGB
- 64, 66, 77
- CMYK
- 17, 14, 0, 70
- Pantone
- Cool Gray 11 C
Phantom
- HEX
- #1E1E24
- RGB
- 30, 30, 36
- CMYK
- 17, 17, 0, 86
- Pantone
- Black 6 C
Black
- HEX
- #000000
- RGB
- 0, 0, 0
- CMYK
- 0, 0, 0, 100
- Pantone
- Black 6 C
Accessibility
Every text-and-background pairing used in production should pass WCAG 2.1 AA: a contrast ratio of 4.5:1 for normal text and 3:1 for large text or UI components. The matrix below shows the ratio for each brand colour against each background. Aim for AA on small body copy and AAA where possible on critical reading.
| Text on background | Paper | Aqua Cyan | Ink | Phantom | Black |
|---|---|---|---|---|---|
| Paper | 1.00:1Fail | 2.33:1Fail | 14.13:1Pass AAA | 16.04:1Pass AAA | 20.31:1Pass AAA |
| Aqua Cyan | 2.33:1Fail | 1.00:1Fail | 6.06:1Pass AA | 6.88:1Pass AA | 8.71:1Pass AAA |
| Ink | 14.13:1Pass AAA | 6.06:1Pass AA | 1.00:1Fail | 1.13:1Fail | 1.44:1Fail |
| Sky | 1.97:1Fail | 1.18:1Fail | 7.18:1Pass AAA | 8.15:1Pass AAA | 10.32:1Pass AAA |
Quick guide: cells marked Pass AAA are safe everywhere; Pass AAis the production minimum; Pass AA large only means use at headline sizes or above (24 px / 18.66 px bold); Fail means do not use that combination for text.
Print and digital
For digital work, use HEX. For print, use CMYK (uncoated stocks tend toward duller, more saturated equivalents; check the proof). For brand-critical print runs, request Pantone matches against a fan deck rather than calculated equivalents. RGB values are provided for software that needs them.