Colors

Primary Palette

These are the colors that do the heavy lifting, encompassing the colors of the logo and two complementary shades.

How to Read the Palette

PMS (Pantone Matching System)

These are all Pantone-based spot colors, each of which has a unique code that was developed to guarantee color consistency. Pantone is an international color standard.

CMYK (Cyan/Magenta/Yellow/Black)

The CMYK color model refers to the four primary shades that are combined in different percentages to create any color in printing.

RGB (Red/Green/Blue)

RGB is the primary color model for screens—this includes TVs, monitors, digital cameras and scanners. The values range from 0–255.

HEX (Hexadecimal)

This can be used interchangeably with RGB, but was developed specifically for websites. HEX codes start with a # sign which is followed by six alphanumeric characters ranging from 00–FF that correspond to red, green, and blue.

PRMI Blue

PMS: 5405c
CMYK: 68, 35, 17, 40
RGB: 79, 117, 139
HEX: 4F758B

Overcast

PMS: 420c
CMYK: 6, 4, 7, 13
RGB: 199, 201, 199
HEX: C7C9C7

Marigold

PMS: 123c
CMYK: 0, 19, 89, 0
RGB: 255, 199, 44
HEX: FFC72C

Secondary Palette

These are the colors that support the primary palette. These are only to be used as highlights and splashes of color.

Storm

PMS: 432C
CMYK: 65, 43, 26, 78
RGB: 51, 63, 72
HEX: 333F48

Tornado

PMS: 424C
CMYK: 30, 20, 19, 58
RGB: 112, 115, 114
HEX: 707372

Tertiary Palette

These are the colors that support the primary palette. These are only to be used as highlights and splashes of color and should be used sparingly.

Sandia

PMS: 7625c
CMYK: 0, 82, 80, 0
RGB: 225, 82, 61
HEX: E1523D

Scarlet

PMS: 7627C
CMYK: 5, 94, 88, 22
RGB: 167, 43, 42
HEX: A72B2A

Zest

PMS: 144C
CMYK: 0, 51, 100, 0
RGB: 237, 139, 0
HEX: ED8B00

Sun

PMS: 114C
CMYK: 0, 4, 87, 0
RGB: 251, 221, 64
HEX: FBDD40

Azure

PMS: 661C
CMYK: 100, 75, 0, 6
RGB: 0, 53, 148
HEX: 003594

Electric Blue

PMS: 299C
CMYK: 86, 8, 0, 0
RGB: 0, 163, 224
HEX: 00A3E0

Bluebird

PMS: 2985C
CMYK: 60, 0, 3, 0
RGB: 91, 194, 231
HEX: 5BC2E7

Color Modes

Color modes are ways to explain the quantities of color. This section is for reference on what they are and use case scenarios.

For Print – CMYK & Spot Color

CMYK – Cyan | Magenta | Yellow | Key (Black)

This is the most common color mode because it’s what all basic color laser and inkjet printers use to create a range of colors and tones. Print shops will often call this process color since it makes colors by adding differing quantities of these four colors. Each value is represented in percentages from 0% to 100%.

CMYK Color Mode
Spot Color

Spot color refers to premixing the color before printing. This leads to bolder, “cleaner” color.

Spot Color Mode

For Digital – RGB & HEX

RGB – Red | Green | Blue

These are the primary colors of light and are used on anything that projects light from screens to projectors. The values are represented by numbers 0–255 for each.

RGB Color Mode
HEX – Hexadecimal

This is used in web development to represent the primary colors of light RGB in a six figure code that contains alphanumeric characters. The values are represented in pairs from 00–FF for each color.

HEX Color Mode

Color Perception

Here are some overarching associations that people have with different colors in the United States. Be aware that different cultures will have different perceptions of specific colors.

Blue

Sincere, calming, secure, traditional, stable, reliable, trustworthy, intelligent, truthful, loyal, and confident.

Blue

Yellow

Hopeful, happy, enthusiastic, confident, optimistic, action, and fun.

Yellow

Silver/Gray

Neutral, stable, calm, composed, dramatic, dignified, sophisticated, high-tech, and modern.

Silver/Gray

Red

Powerful, intense, passionate, exciting, courageous, assertive, dynamic, determined, warm, and bold.

Red

Orange

Fun, energetic, warm, extroverted, adventurous, confident, social, enthusiastic, vital, and refreshing.

Orange

ClickApproval

C.A. Blue

PMS: 7700c
CMYK: 84, 17, 0, 57
RGB: 22, 92, 125
HEX: 165C7D

Success

PMS: 7479c
CMYK: 56, 0, 58, 0
RGB: 38, 208, 124
HEX: 26D07C