Color

Our color palette has been established not only to support our brand, but to communicate with our users by reinforcing the purpose of the content.

Primary Brand Colors

Primary Red

PMS 180

#be3a34

rgb 77, 115, 138

cmyk 3, 92, 84, 12

Primary Black

PMS 426

#25282a

rgb 37, 40, 42

cmyk 81, 67, 55, 83

Primary Gray

PMS 430

#7c878e

rgb 124, 135, 142

cmyk 13, 5, 0, 44

Primary White

PMS white

#d9761e

rgb 255, 255, 255

cmyk 0, 0, 0, 0

Secondary Brand Colors

Calm Blue

PMS 5435

#a6bcc6

rgb 166, 188, 198

cmyk 28, 7, 4, 12

Bright Blue

PMS 550

#8cb8c6

rgb 140, 184, 198

cmyk 43, 5, 6, 10

Medium Blue

PMS 5405

#44697d

rgb 68, 105, 125

cmyk 71, 30, 13, 41

Slate Blue

(web only)

#304c5d

rgb 30, 55, 69

cmyk 15, 5, 0, 73

Bold Blue

PMS 2955

#003865

rgb 0, 60, 105

cmyk 100, 55, 10, 48

Green

PMS 348
#008542
rgb 0, 133, 66
cmyk 100, 4, 87, 18

Dark Red

PMS 484
#b63e30
rgb 182, 62, 48
cmyk 8, 91, 92, 33

Gold

PMS 142
#efbd47
rgb 239, 189, 71
cmyk 0, 25, 76, 0

Orange

(web only)
#efa63e
rgb 239, 166, 62
cmyk 0, 29, 69, 6

Burnt Orange

PMS 145
#ca7700
rgb 202, 119, 0
cmyk 0, 49, 100, 8

Grays

(percentages of Primary Black)

Black 5

5% PMS 426

#f7f7f7

rgb 247,  247,  247

cmyk 0, 0, 0, 3

Black 10

10% PMS 426

#eaeaea

rgb 234, 234, 234

cmyk 0, 0, 0, 8

Black 20

20% PMS 426

#d3d4d4

rgb 211, 212, 212

cmyk 0, 0, 0, 17

Black 40

40% PMS 426

#a8a9aa

rgb 168, 169, 170

cmyk 1, 0, 0, 33

Black 60

60% PMS 426

#7c7e7f

rgb 124, 126, 127

cmyk 1, 0, 0, 50

Black 80

80% PMS 426

#515355

rgb 37, 40, 42

cmyk 2, 1, 0, 84

Color Usage

Functionality

We value an aesthetically pleasing use of color, but place a higher value on clear communication. Color supports our visual hierarchy of information, graphic user interface (UI) states, and calls-to-action. Color also has a strong psychological influence, which is considered in our choice of hue and shade.

Use Primary Red sparingly—this color is reserved for the logo and for high-priority information such as navigation and calls-to-action. Otherwise, Dark Red is preferred.

Accessibility

The most important rule in choosing color is maintaining adequate contrast for readability and visual interest. The color system is designed to meet WCAG compliant contrast ratios of at least 3:1 for graphics and user interface components (such as form input borders), 7:1 for normal text, and 4.5:1 for large text. This makes things easier to find, identify, and interact with—though we don’t rely on color alone and always clearly label important information.

For this reason, reversed color logos (white with red stripes) must be used on a background of at least 88% black.