Visual languageالألوان
Colour
Deep plum is the voice, warm ivory the room it speaks in. Navy and the mauves are the light that catches the thread.
البرقوقي صوتنا، والعاجي مساحتنا.
09 — Colour palette
Five colours, led by plum and ivory
Deep Plum
برقوقي داكن- HEX
- RGB
- CMYK†
- 39 88 25 77
- PMS C†
- 690 C
- PMS U†
- 2357 U
- HSL
- 329° 63% 16%
Logo, headings, signature backgrounds.
Warm Ivory
عاجي دافئ- HEX
- RGB
- CMYK†
- 4 5 10 0
- PMS C†
- 9285 C
- PMS U†
- 9285 U
- HSL
- 37° 42% 94%
Base for pages, packaging, space.
Dusty Mauve
موف غباري- HEX
- RGB
- CMYK†
- 28 53 20 33
- PMS C†
- 4094 C
- PMS U†
- 689 U
- HSL
- 331° 16% 50%
The swish; small accents only.
Velvet Mauve
موف مخملي- HEX
- RGB
- CMYK†
- 35 61 20 46
- PMS C†
- 4111 C
- PMS U†
- 229 U
- HSL
- 324° 19% 38%
Emblem ground, secondary panels.
Midnight Navy
كحلي ليلي- HEX
- RGB
- CMYK†
- 81 65 16 79
- PMS C†
- 4146 C
- PMS U†
- 282 U
- HSL
- 227° 45% 14%
Evening contrast, occasions.
† Proposed, confirm from printed proof. CMYK is for coated stock (FOGRA39); Pantone values are the nearest Solid Coated (C) and Solid Uncoated (U) chips. The guidelines do not specify print values: see Print specification for the method, uncoated CMYK, alternatives and confidence. The strip under each swatch shows derived tints for digital use (100 → 10%, mixed toward Warm Ivory).
Proportion
Finding the right mix
Mostly ivory, plum as the voice, navy, velvet and dusty mauve as accents.
| Colour | Share | Role |
|---|---|---|
| Warm Ivory | ≈ 46% | The base |
| Deep Plum | ≈ 30% | The voice |
| Midnight Navy | ≈ 12% | The evening |
| Dusty Mauve | ≈ 6% | The swish |
| Velvet Mauve | ≈ 6% | The ground |
Shares measured from the proportion bar in the guidelines (page 11). Think of it per layout or per collection, not per object: a navy gift box is fine; a navy website is not.
Colour moods
Four ways to set a layout
Light layouts
Warm Ivory ground, plum type and logo, a single mauve star.
Signature
Deep Plum ground, ivory type, starfield at the edge.
Evening
Midnight Navy for occasions, the gift box, invitations.
Ceremony
Velvet Mauve for the hang tag and secondary panels.
Accessibility
Contrast matrix (WCAG 2.2)
| Text ↓ / Ground → | Deep Plum | Warm Ivory | Dusty Mauve | Velvet Mauve | Midnight Navy | White |
|---|---|---|---|---|---|---|
| Deep Plum | — | Aa14.02 AAA | Aa3.46 AA LARGE | Aa2.30 FAIL | Aa1.08 FAIL | Aa15.77 AAA |
| Warm Ivory | Aa14.02 AAA | — | Aa4.06 AA LARGE | Aa6.09 AA | Aa15.09 AAA | Aa1.12 FAIL |
| Dusty Mauve | Aa3.46 AA LARGE | Aa4.06 AA LARGE | — | Aa1.50 FAIL | Aa3.72 AA LARGE | Aa4.56 AA |
| Velvet Mauve | Aa2.30 FAIL | Aa6.09 AA | Aa1.50 FAIL | — | Aa2.48 FAIL | Aa6.85 AA |
| Midnight Navy | Aa1.08 FAIL | Aa15.09 AAA | Aa3.72 AA LARGE | Aa2.48 FAIL | — | Aa16.96 AAA |
| White | Aa15.77 AAA | Aa1.12 FAIL | Aa4.56 AA | Aa6.85 AA | Aa16.96 AAA | — |
Ratios computed with the WCAG relative-luminance formula. AA needs 4.5:1 for body text and 3:1 for large text (24 px, or 19 px bold) and UI graphics; AAA needs 7:1. White is included for digital surfaces only.
Recommended pairs
Safe combinations
| Pair | Ratio | Use for |
|---|---|---|
| Plum on Ivory | 14.02 : 1 | Body copy, headings, buttons: everything |
| Ivory on Plum | 14.02 : 1 | Signature panels, hero text, buttons |
| Ivory on Navy | 15.09 : 1 | Evening panels, gift box copy |
| Velvet on Ivory | 6.09 : 1 | Secondary text, captions, labels |
| Ivory on Velvet | 6.09 : 1 | Hang tags, secondary panels |
| Dusty on Ivory | 4.06 : 1 | Large type and decorative stars only |
| Plum on Dusty | 3.46 : 1 | Large labels only |
| Navy on Ivory | 15.09 : 1 | Long-form reading, invoices |
Print specification
CMYK and Pantone matches
| Colour | CMYK coated FOGRA39 | CMYK uncoated FOGRA47 | PANTONE® Solid Coated | PANTONE® Solid Uncoated | Notes |
|---|---|---|---|---|---|
Deep Plum#420F29 | 39 88 25 77 | 52 91 16 76 | 690 C ΔE00 ≈7.3 · alt. 4103 C · 7645 C LOW | 2357 U ΔE00 ≈16 · alt. 2356 U · 7421 U VERY LOW | Darker than any Solid Coated chip: the darkest plum chips sit around L* 21–24, Deep Plum is L* 14. 690 C keeps the hue; ask the printer for a custom-mixed ink (690 C + black) matched to a drawdown. No uncoated chip comes close: uncoated stock prints this colour far lighter. |
Warm Ivory#F6F1E9 | 4 5 10 0 | 4 4 8 0 | 9285 C ΔE00 ≈2.0–3.8 · alt. 9224 C (warmer) MEDIUM | 9285 U ΔE00 ≈3.4 · alt. 9100 U (cooler) MEDIUM-LOW | Near-white: the paper colour dominates. On ivory or cream stock, consider printing no ink at all and specifying the paper instead. |
Dusty Mauve#936A7E | 28 53 20 33 | 24 55 13 31 | 4094 C ΔE00 ≈2.3–2.6 · alt. 5205 C MEDIUM-HIGH | 689 U ΔE00 ≈2.6 · alt. 2056 U MEDIUM | Good matches on both stocks. |
Velvet Mauve#754F66 | 35 61 20 46 | 35 67 12 44 | 4111 C ΔE00 ≈3.0–3.3 · alt. 5135 C · 5195 C MEDIUM | 229 U ΔE00 ≈2.4 · alt. 7652 U MEDIUM | 4111 C is slightly lighter; 5195 C slightly darker. Choose on the drawdown. |
Midnight Navy#141B35 | 81 65 16 79 | 89 58 18 81 | 4146 C ΔE00 ≈1.5–2.3 · alt. 5255 C HIGH | 282 U ΔE00 ≈15 · alt. 4146 U VERY LOW | Excellent coated match. Uncoated chips of this depth do not exist; expect a lighter, greyer navy or use a custom mix. |
Status: Proposed, confirm from printed proof. These values are not in the approved guidelines. CMYK: HEX (sRGB) converted with the ICC profiles Coated_Fogra39L_VIGC_300 (ISO 12647-2 coated, FOGRA39) and Uncoated_Fogra47L_VIGC_300 (FOGRA47), relative colorimetric with black-point compensation, rounded to whole percent; your printer's own profile may differ by a few points. Pantone: nearest chip by CIEDE2000 (ΔE00) against each colour's CIELAB (D50) value, using published Lab/digital values for the Pantone Solid Coated and Solid Uncoated libraries. As a guide, ΔE00 under 2 is a close match, 2–4 is visible side by side, and above 5 is a different colour. Deep Plum is darker than any standard Pantone chip and Midnight Navy has no uncoated equivalent, so both need a drawdown or custom-mixed ink. Approve every value against a physical Pantone guide and a press proof under D50 light, then record the confirmed values here.
Matching colour on paper and fabric
✓Do
- Request a printed proof and a fabric strike-off for every new supplier.
- Match Deep Plum and Midnight Navy by eye under daylight (D50) as well as by number.
- Approve the proposed Pantone and CMYK values on a drawdown, then record the confirmed values on this page.
✕Don't
- Rely on screen colour for foil, thread or dyed fabric.
- Print Dusty Mauve as small text: it is an accent colour.
- Use rich black in place of Midnight Navy.