Colors

Our palettes unite our brand and allow us to express our personality. Consistency in the use of colors across all brand assets helps to build brand recognition.

Primary Color Palette

Brand colors play an essential role in establishing visual identity. Our primary color palette is sophisticated and clean, and evokes feelings of calm and support. These colors will help differentiate us from competitors and establish us as a brand that partners, providers, and members can trust.

Navy

Hex:

#00497A

RGB:

0.73.122

CMYK:

100.38.0.54

PMS:

7693 C

Coral

Hex:

#F2604A

RGB:

242.96.74

CMYK:

0.72.66.0

PMS:

7416 C

Steeple Gray

Hex:

#808285

RGB:

128.130.133

CMYK:

0.0.0.60

PMS:

Cool Gray 9 C

Color Scale

Follow the color ratio below when designing materials. Aside from neutrals, Navy should be the dominant color. Coral may be used in moderation as an accent color.

Navy Blue: #00497A

75%

Coral: #F2604A

25%

Shades & Tints

These shades and tints based offer extra flexibility and variety in situations where using only Navy is not satisfactory. They are also applied in our pre-defined gradient swatches.

Use cases include, but are not limited to:

Illustrations
Gradients
Backgrounds

Darkest Navy

Hex:

#001D31

RGB:

0.29.49

CMYK:

93.77.52.65

Dark navy

Hex:

#003355

RGB:

0.51.85

CMYK:

100.80.41.35

light navy

Hex:

#26648E

RGB:

38.100.142

CMYK:

89.58.25.5

lightest navy

Hex:

#5989A9

RGB:

89.137.169

CMYK:

67.38.22.0

Gradients

Use our pre-defined gradients in backgrounds and illustrations.

#5989A9

#00497A

#001D31

Gradient 1 – Darker

Lightest Navy ➝ Navy ➝ Darkest Navy

The gradient can be used in any direction.

#5989A9

#00497A

Gradient 2 – lighter

Lightest Navy ➝ Navy

The gradient can be used in any direction.

Examples of Color Use

Secondary Color Palette

Our secondary color palette allows for brand flexibility. These colors complement the primary colors and can add visual interest to standard design elements. The supporting palette should always be used in conjunction with the primary color palette and should never be used on its own.

SKY BLUE

Hex:

#7AD0F1

RGB:

122.208.241

CMYK:

47.1.2.0

PMS:

2905 C

PALE BLUE

Hex:

#B7E1F1

RGB:

183.225.241

CMYK:

26.1.3.0

PMS:

290 C

SAGE GREEN

Hex:

#B1DECA

RGB:

177.222.202

CMYK:

30.0.25.0

PMS:

5595 C

Web Grayscale

For consistency, it's ideal to only use the below grayscale swatches in digital products.

Woodsmoke

Hex:

#212121

RGB:

33.33.33

Nevada

Hex:

#646F7D

RGB:

100.111.125

Cadet Blue

Hex:

#B1B9C1

RGB:

177.185.193

athens gray

Hex:

#E9ECF0

RGB:

233.236.240

porcelain

Hex:

#F5F6F8

RGB:

245.246.248

Web Typography Colors

Below are the approved text colors for web use. Be sure to adhere to accessibility standards when choosing your text color.

Woodsmoke

Hex:

#212121

RGB:

33.33.33

Nevada

Hex:

#646F7D

RGB:

100.111.125

Cadet Blue

Hex:

#B1B9C1

RGB:

177.185.193

White

Hex:

#FFFFFF

RGB:

255.255.255

Print Typography Colors

Below are the approved text colors for print use. Be sure to adhere to accessibility standards when choosing your text color.

100% Black

CMYK:

0.0.0.100

PMS:

Process Black C

90% Black

CMYK:

0.0.0.90

PMS:

Process Black C

80% Black

CMYK:

0.0.0.80

PMS:

Process Black C