Brand identity breakdowns, palette case studies, and design fundamentals, written for founders who want their product to be impossible to confuse with anyone else in the category.
Three patterns keep showing up in tech: black plus one signal color, one brand color that owns everything, and one hue in three depths. Real brands, real hex codes.
Start with your category, decide whether to sit inside its color pattern or move away, then pick one main color and give the rest a job. Real brands shown.
Most brands need one main color, one supporting color and one accent. Here's what real brands in the BrandColors database actually use, and how to pick yours.
Light spring is the warm twin of light summer: peach, coral, golden cream, aqua. Complete hex codes, celebrity examples, and a wardrobe guide.
Warm spring is the brightest, warmest spring: golden yellow, coral, warm turquoise, and grass green. Complete hex codes, celebrity examples, and a wardrobe guide.
Bright spring is the warmest, most vivid spring: coral, warm turquoise, and golden yellow. Complete hex codes, celebrity examples, and a wardrobe guide.
Cool winter, or true winter, is the coolest, highest-contrast season: pure white, true black, true blue, emerald, and fuchsia. Complete hex codes and a guide.
Bright winter is the coolest, brightest, highest-contrast season. Complete hex codes, celebrity examples, neutrals, and the colors to avoid.
Deep winter is the coolest, darkest season: black, emerald, sapphire, and true red. Get the 24 hex codes, celebrity examples, and the deep-autumn difference.
Light summer's palette is the lightest, coolest summer: powder blue, soft lavender, dove gray. Complete hex codes, celebrity examples, and a wardrobe guide.
Deep autumn is autumn at its richest: chocolate, rust, deep olive, and bronze. Complete hex codes, dark autumn celebrity examples, and a wardrobe guide.
Warm autumn is the richest, most saturated autumn (rust, cinnamon, mustard, olive). Complete hex codes, celebrity examples, and a wardrobe guide.