Ben Brandbook - Colour

Colour

Colour brings our identity to life.

Amplifying and illuminating our brand expression and personality.

Colour proportions

Our brand is primarily Black-Green and Off-White. However, colour does show up in hints and highlights. Below you can see the proportion of each colour we use throughout our brand.

Primary palette

Off-White and Black-Green is how people will most often see our brand. We can bring in hints and highlights of colour with our Benergy Orange, Pink and Teal.

As we have no black in our brand, Black-Green becomes the default colour for text.

Name: Off-White 300

Name: Black-Green 900

Name: Benergy Orange

Name: Benergy Pink

Name: Benergy Teal

A note about CMYK breakdowns:

We have done a thorough digital print test to work out the CMYK breakdowns of our brand colours. However, we can’t test for every possible scenario, so these numbers are a guide only. They’ll work perfectly for most typical printing needs, but will vary based on which supplier is doing the printing, whether it’s litho or digital, and what material you’re printing onto. If in doubt, it’s a good idea to provide the Pantone numbers too for reference.

Secondary palette

Our secondary palette includes tints of our primary palette and should be used in places where the audience is already familiar with the brand e.g social and UI.

Name: Black-Green 900

Name: Black-Green 700

Name: Black-Green 500

Name: Black-Green 300

Name: Off-White 300

Name: Off-White 500

Name: Off-White 700

Name: Off-White 900

Name: Orange 100

Name: Benergy Orange

Name: Orange 300

Name: Orange 500

Name: Pink 100

Name: Benergy Pink

Name: Pink 300

Name: Pink 500

Name: Teal 100

Name: Benergy Teal

Name: Teal 300

Name: Teal 500

Tertiary palette

This is our tertiary palette, for when we need to be ultra accessible. It’s mainly used in our product, but it can make its way into other parts of our brand, for example the website buttons.

Name: primary.main

Name: primary.light

Name: primary.dark

Name: primary.bg

Name: secondary.main

Name: secondary.light

Name: secondary.dark

Name: secondary.bg

Name: error.main

Name: error.light

Name: error.dark

Name: error.bg

Name: warning.main

Name: warning.light

Name: warning.dark

Name: warning.bg

Name: success.main

Name: success.light

Name: success.dark

Name: success.bg

Name: neutral.100

Name: neutral.90

Name: neutral.80

Name: neutral.70

Name: neutral.60

Name: neutral.50

Name: neutral.40

Name: neutral.00

Colour accessibility

Accessibility is crucial for our brand, so it’s important to follow these colour pairings in all digital touchpoints, to ensure our text is legible at all times.

Things to avoid

Don’t introduce new colours

Don’t use inaccessible colour pairings

Don’t use low contrast combinations

Don’t create gradients

Don’t use pure black as a background

Don’t use multiple colours at once