As we were starting on creating the three-brains brand, one of the first areas we considered was the colour palette for the brand. As you can read in our article on colour, we do believe colour plays an important role in establishing your brand.
You’ll see in the image our final colour palette we’ve settled on. It’s not confidential, anyone with access to a decent graphics design tool like Adobe Photoshop could easily replicate the colours from our site.
We did think it would be worthwhile though, sharing how we got to this colour range and what our thinking was. If you are creating a new brand or thinking about the colours on your existing brand, the thought process might spark some ideas in your head. It’s a mix of creative judgement and what we wanted the three-brains brand to stand for.
We had no major pre-conceived ideas of the what the specific colours would be. So we started on coolors.co a great website to get inspiration about colour. Our first couple of clicks generated a few ‘meh’ responses, until our first colour Japanese Violet (#503156) appeared.
This colour appealed for a couple of reasons. Firstly, purple is a combination of Blue and Red. And when we’ve done insight profiling, those are two strong colours in our team. Purple also has associations with luxury. Something about that association felt right to us. None of us come from privileged backgrounds, but we work all hard and we do like the good stuff in life. Like red wine, for which there was another nice ‘purple’ association. And then finally, there’s that name “Japanese Violet’. Japan has been a huge hub for creativity and design and there’s just something very cool about that country that we like a lot. So Japanese Violet was a good start.
We’ve used this as our highlight colour through all the content on creative as it felt like a good fit.
Air Superiority Blue
Next we wanted to pick a couple of complementary colours to go with the purple, which took us in to Blue and Red. We wanted something from the lighter end of blue to give some contrast to the Dark Purple, and a few more Coolors clicks brought us to Air Superiority Blue (#6EA4BF). So, starting with a ‘royal’ colour and then a blue that’s ‘superior’. That’s a sign, right? Blue is also associated with wisdom, intelligence and trust. Given the brand is called three-brains, we definitely felt we needed a blue colour for the association with these values. There’s also a nice richness to this shade of blue that would work well in many situations. It also seems to work well with both light and dark fonts, so we used it a lot in backgrounds.
It’s our highlight colour in all the marketing articles which are a bit more theory driven than the other sections.
This gave us two ‘cool’ colours, but we knew that on certain parts of the site, we’d want something warner. A colour that was more action-oriented. Something that gave us a colour that was more attention-grabbing. We didn’t want to stray too far away from the premium feel of Japanese Violet, but something with a bit more vibrancy and impact. Ruby Red (#A31621) felt like a good choice. Ruby makes us think of ‘port’, so again with the red wine connection. It also makes us think of the song ‘Ruby Tuesday’ by the Rolling Stones, and Ruby by the Kaiser Chiefs. And once we’d thought of those songs, we couldn’t get ‘Ruby” out of our head for days afterwards.
Ruby Red is the colour we’ve used in the e-commerce section of the site. We like the attention-grabbing nature of it. It feels right for a section that’s all about action.
Silver Sand / Snow
We added Silver Sand (#BCD8C1) and Snow (#FCF7F8) just to give us some lighter colour options as our first three choices were on the rich and heavy side. To be honest, we’ve not put them to great use yet. The Silver Sand feels like a nice contemporary colour. The hint of green makes it feel quite fresh. And it seems to works surprisingly well next to the Ruby Red. We wouldn’t normally pair Red and Green – and also with it’s cooler cousins in Blue and Purple. The name also feels very Australian given it’s beach-side associations.
And as for Snow, that was really just for us to get slightly away from really strong white. It’s not a colour we associate with Australia per se, but it’s good contrast colour for all those dark colours. We’re still on the fence about using that one, but you’ll see it crop up here and there.
So, our colour choice has the following associations.
- Luxury (and red wine)
Those do feel like they might be a good start for creating the personality section of our Brand Identity. But let’s maybe save that story for another day.