Beyond our logo, color is the most recognizable aspect of our brand identity. The elements of our palette have been given names that reflect their inspiration. Using color appropriately is one of the easiest ways to make sure our materials reflect a cohesive Georgia brand.
Our color palette helps people identify us at a glance, and the way we use color sets the mood for each of our pieces, bringing an energy and vibrancy to our communications.
Our primary colors, called Arch Black and Bulldog Red, represent Georgia at the highest level and should be present in all communications.
The secondary palette is separated into four groups: vibrant, rich, dark and neutral.
The vibrant palette brings intensity and youthfulness to the visual brand. Use these colors sparingly: they should never be used for body text or headlines.
Glory Glory is best used for borders on Bulldog Red. Its intensity brings a vigorous energy to a piece.
Our rich palette can add energy to communications. In some applications, these colors may not be appropriate for text.
Our dark palette adds sophistication and contrast to communications. Use tints of Sanford at 30% and 50% only when you need to expand the neutral palette.
Our neutral palette adds balance and warmth to the larger Georgia palette. Use tints of these colors at 30%, 50% and 75% to further expand the neutral palette. Note that in some applications, neutral colors may not be appropriate for text. For accessibility purposes on the web, do not use Creamery or Odyssey to set text on white.
When using the Georgia color palette, it is important to maintain a sense of hierarchy, balance and harmony. Our color system is extremely flexible, but some restraint is necessary. Unique and exciting color palettes can be created by adding as few as three or four colors to the primary palette.
This chart is a guide for the mood each color conveys within a communications piece. Colors can range from formal to casual and from subtle to bold. On each subsequent color palette, there is a miniature version of this guide. Use your judgment for how bold or subtle, formal or casual the piece is, then choose or create a corresponding palette.
- Our primary colors should be used in every communication; however, they are very bold — a little can go a long way.
- Ensure that foreground and background color contrast passes accessibility standards, including text over images.
- Limit the use of secondary colors to no more than 20% of overall design — these should complement the design, not overtake it.
- Appreciate the value of white space.
- Remember that our communications must be created to be accessible to all.
Our digital properties and communications must adhere to Section 508 accessibility guidelines. Color overlays, including text on backgrounds, must provide sufficient contrast to be accessible for users with visual impairments. Tools like WebAIM provides a contrast checker to compute contrast ratios defined in WCAG 2.0.
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The following examples draw from the entire palette to show how color combinations can be developed successfully. Each is different but retains the character and emotion of the Georgia brand. Use the vertical banding as a guide to the ratios of each color. This is not meant to be a precise mathematical system but is intended to give an idea of relative use. It is also important to note that the primary palette plays a role in each sub-palette, even if it is a minimal one.