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Hardwood staircase

Color

Primary Palette

The primary palette consists of two main colors: Crimson and Pewter. The color specifications below should be referenced when creating materials for the brand. Use Pantone colors for print when possible. If Pantone colors are not available, use the CMYK process. RGB and Hex codes should only be used for digital applications.

Name:
CMYK:
RGB:
HEX:
PMS:
Crimson
17 / 100 / 97 / 7
192 / 19 / 38
#C01326
186 C
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Name:
CMYK:
RGB:
HEX:
PMS:
Pewter
43 / 40 / 47 / 5
149 / 139 / 128
#958B80
Warm Gray 7 C
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Tints & Shades

In print materials, use Pantones so tints, shades, and opacities are consistent. The tints and opacities include 75, 50, and 25 percent of the brand colors. For shades, the percentages seen above the Pantone represent the amount of black added. For example, 25% black was added to the original Pantone to create a 25% shade of that Pantone.

50% (#600913)
25%  (#900E1C)
Crimson 
100%
75%  (#D04E5C)
50%  (#DF8992)
25%  (#EFC4C9)
50%  (#4B4640)
25%  (#706860)
Pewter
100%
75%  (#C5EC59)
50%  (#D8F290)
25%  (#ECF8C8)

Neutral Palette

Name:
CMYK:
RGB:
HEX:
PMS:
Slate
83 / 70 / 56 / 63
28 / 39 / 49
#1C2731
433 C
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Name:
CMYK:
RGB:
HEX:
PMS:
Frost
2 / 3 / 2 / 0
243 / 243 / 243
#F3F3F3
663 C
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Name:
CMYK:
RGB:
HEX:
PMS:
Cobalt
96 / 93 / 0 / 0
23 / 23 / 153
#171799
2736 C
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Name:
CMYK:
RGB:
HEX:
PMS:
Papaya
5 / 65 / 100 / 0
232 / 108 / 46
#E86C2E
158 C
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Name:
CMYK:
RGB:
HEX:
PMS:
Canopy
77 / 25 / 100 / 9
68 / 136 / 62
#44883E
7741 C
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Secondary Palette

The secondary palette is provided to aid the design of communications that reflect the brand in tone and style through consistent use of color. The secondary palette should be used sparingly in circumstances where the primary palette doesn't offer enough colors, such as infographics.

Color Usage

It is important to follow these guidelines carefully when using colors and always use colors within our defined palette. Provided below is a breakdown of primary vs. secondary palette usage with a sample infographic to demonstrate the appropriate color application.

Real American Hardwood - Sample Infographic
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