Definition
The brand's set of colors, with usage proportions and codes for each medium (HEX, RGB, CMYK, Pantone): one proprietary color, neutrals and support colors.
In practice
60% neutral, 30% proprietary, 10% support is a safe starting point. Four colors with equal weight become an ownerless rainbow.
Visual identity & brand book
Logo, palette, typography, graphics and the manual that gets your team and suppliers using it right.
Related terms
Keep reading
What we learn by doing.
Brand book: what brand guidelines must include to actually get used
Brand guidelines nobody opens are an expensive PDF. These are the chapters that get it consulted.
Brand colors: how to choose your company's palette (without defaulting to everyone's blue)
One proprietary color, two support colors and a proportion rule. That's what gets a brand recognized before the name is read.
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