Color - Brand Book

Color

Color influences our perception and is a means to transmit sensations

Our color palette is now more emotional and intense; represents our wealth of cultures and brands.

The most important consideration regarding the use of color is looking after the contrast to ensure readability.

The primary color is Alsea blue.

The secondary palette consists of four ranges with different tonal values: light, medium, dark and neutral.

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Colors and reproduction codes

Use PMS only if the material will be printed in direct inks

Complementary colors

These are the color combinations permitted by Alsea:

a) Mix of complementary colors (two colors)

b) Mix of the color palettes (3-5 colors)

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Color palettes

Readability

We have established the following guidelines to ensure legibility and use of color:
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Golden rule: take advantage of complementary color combinations
Do not combine light with light colors
Do not combine medium with medium-toned colors
Do not combine dark with dark colors
The text on light colors must always be Alsea Blue
Text on medium and dark colors must always be white
Apply the golden rules to featured texts and main messages that are not part of the text of a publication

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Gradients

The use of gradients is established only for backgrounds and must be created transversally.

Like the use of backgrounds in solid colors, it is essential to ensure care of legibility in all applications.

The established gradient palette is as follows.