Color

Our primary palette is reductive for a reason. We don’t need to over complicate things with a wide range of bright colors instead we focus on the content ensuring it always feels bold and impactful without any distractions by using a minimal black and white led primary palette.

Pure black

CMYK: — 0, 0, 0, 100
RGB: — 0, 0, 0
HEX: — #000000

Pure white

CMYK: — 0, 0, 0, 0
RGB: — 255, 255, 255
HEX: — #FFFFFF

#FAF9FA

#F3F0F2

#E7E1E6

#CAC5C9

#AFAAAF

#948F94

#7A767A

#615D62

#49464A

#323033

#1D1B1E

#0C0B0D

Primary palette

Bold monochromatic
approach.

We always use either black or white for copy, never any color. Our primary palette is supported by a warm gray tonal range to help add warmth and depth. These tones are only used for backgrounds or charts and graphs never for text. Using a reductive primary palette approach provides a consistent external perception of DCG as the adult in the room and not led by trends of the sector.

Primary color palette ratio

We create balanced feeling color pairings bylimiting the amount of colors that eachapplication uses. Use the example color usage ratios here as a guide when creating your own primary palette color pairings.

50/50 Balance

Black led

White led

Tonal range

Primary color usage example

Secondary palette

Inspired by nature’s
ecosystem.

Our supporting colors allow for flexibility needed across the varying internal applications such as graphs, charts and infographics. Externally we are more reductive in using our secondary palette, but they can be used for social post to add some variation to posts. The secondary palette is inspired by natural elements linking back to the nature of the ecosystem. As a result, the palette avoids the go to brights and gradients often found in the sector, and instead it is grounded in warmth and credibility. These colors should be used sparingly (see suggested ratios below) and should always be used alongside the primary palette.

Water

#F4FFFF

#E4FCFB

#D0F0EF

#BBDBDA

#9BC0BF

#6C9594

#3D6463

#2A4746

CMYK: — 9, 0, 0, 4
RGB: — 222, 244, 243
HEX: — #DEF4F3

Pando Green

#E3F3E8

#CDE5D5

#96B29F

#7B9C86

#61806A

#37513F

#314036

#1E2620

CMYK: — 5, 0, 4, 80
RGB: — 38, 51, 42
HEX: — #26332A

Sunflower

#FEF8C5

#FFE7A8

#FFD260

#E9B531

#C3992A

#99771E

#7C6528

#3B381A

CMYK: — 0, 28, 100, 0
RGB: — 255, 184, 0
HEX: — #FFB800

Lavender

#F0EDFF

#E7E1FF

#C0B6ED

#ADA2DA

#7266A6

#514682

#403766

#29253B

CMYK: — 12, 15, 0, 0
RGB: — 224, 217, 255
HEX: — #E0D9FF

Sand

#FDF1DD

#F9E2BE

#E7D0AA

#CBB591

#B7A17D

#A08D6C

#84765E

#695E4C

CMYK: — 0, 12, 32, 9
RGB: — 231, 200, 149
HEX: — #E7C895

Terracotta

#FFDFCD

#FFB58B

#FF9F69

#F18649

#E77A3D

#CB6F3B

#B46234

#9B532A

CMYK: — 0, 47, 73, 0
RGB: — 255, 135, 68
HEX: — #FF8744

Secondary color ratio suggestions

Our secondary palette has been created to provide flexibility to our identity in particular scenarios such as presentations or graphs, and they should not be over used. Our primary palette of black and white should also always be present to ensure brand recognition.

Tone on tone

Complementary selection

Highlighted item

Full color range for graphing or infographics

Secondary palette usage examples

Color Don’ts

Examples of color application that should be avoided.

Tone on tone

Complementary selection

Highlighted item