Brand guidelinesBelka

Colors

Color has a supportive function in the hierarchy of the visual identity, it’s also used for its associative qualities. To make use of color optimally, this chapter will describe the palette and guidelines for a correct usage.

Primary palette#

Martian red is the signature color of the Belka brand. This powerful color should be used sparsely.

The deep space purple called Patashnik functions as a secondary color, which complements the signature color with depth, distinction and a balance of warm and cool.

Stratosfera, a cool grayish color that can be used for details and embellishments.

Marte
HEX#FA4838
RGB250 / 72 / 56
CMYK0 / 83 / 80 / 0
PMSWarm Red U
Patashnik
HEX#1F1736
RGB31 / 23 / 54
CMYK89 / 96 / 3 / 15
PMS2765 U
Stratosfera
HEX#C3C9D5
RGB195 / 201 / 213
CMYK17 / 10 / 1 / 0
PMS2706 U

Functional palette#

These functional colors should be used as background and text color respectively.

Canvas
HEX#F9FAFA
RGB249 / 250 / 250
CMYK2 / 1 / 0 / 0
Text
HEX#0B051D
RGB11 / 5 / 29
CMYK2 / 1 / 0 / 0

Supporting shades#

These derivative shades and hues are based on the primary palette and can be used to balance out a design, helping it feel organic and human, rather than calculated and mechanical.

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Gradients#

To simulate the depth and richness of space, Belka uses gradients based on the Patashnik color. These gradients can be formed and adjusted according to the context but there are two rules.

  1. Only use shades of purple.
  2. Progress from a lighter shade in the bottom left, to a darker shade in the upper right corner.

The gradients may or may not contain stars as explained in the Forms chapter.

Color systems#

RGB#

The main purpose of the RGB color model is for the sensing, representation and display of images in electronic systems, such as televisions and computers. The name of the model comes from the initials of the three additive primary colors, red, green, and blue.

HEX#

A representation of the RGB values as a single hexadecimal number.

CMYK#

The CMYK color model is used for color printing, also to describe the printing process itself. CMYK refers to the four inks used in some color printing: cyan, magenta, yellow, and key (black). Because the final printout heavily depends on the press manufacturer or the used printing hardware, some adjustments of the CMYK values are recommended to achieve the best possible result.

PMS#

The Pantone Matching System (PMS) is a proprietary colour space used in a variety of industries, primarily printing, though sometimes in the manufacture of coloured paint, fabric and plastics. Use PMS colors for pre-printed assets like business cards or envelopes.