Color
Primarily black and white. Dark backgrounds preferred. Color used occasionally.
Color proportions
Approximately 95% neutrals, with small amounts of Coral, Indigo, and Volt.
Neutrals
95%
Coral
3%
Indigo
1.5%
Volt
0.5%
These proportions describe the overall balance of the brand. They are not quotas for each piece. Individual layouts can be entirely monochrome.
Primary palette
Carbon
#141414
Preferred dark background; pair with White text and marks. Also used as ink on light grounds.
Black
#0A0A0A
Deep black background for monochrome layouts.
White
#FFFFFF
Text and marks on dark backgrounds; light background alternative.
Stone
#F2F1ED
Neutral light background alternative.
Supporting neutrals
Graphite
#333333
Supporting dark neutral.
Grey 600
#525252
Secondary text on light grounds.
Grey 500
#8A8A8A
Supporting neutral; check contrast before using for text.
Grey 400
#A8A6A0
Supporting neutral; check contrast before using for text.
Grey 200
#E4E2DE
Light rules and media wells.
Stone Dark
#E4E2DB
Supporting Stone surface.
Accent colors
Most pieces can stay entirely black and white. When a spot of color helps, reach for Coral first. Keep it restrained; color is optional.
Coral
#FF6740
First choice for an occasional spot of color. Optional; keep the overall composition neutral.
Indigo
#5657FE
Occasional background alternative; pair with a White mark; never use as text color.
Volt
#E9FE14
Occasional background alternative; pair with a Carbon mark; never use as text color.
Taupe
#A79D91
Occasional background alternative; pair with a Carbon mark; never use as text color.
Primary palette
Prefer Carbon or Black backgrounds with White text and marks. White and Stone provide light alternatives. Most pieces can stay entirely neutral; a piece can feel fully Hedra without an accent color.
Use dark backgrounds as the starting point, choosing a light ground when the content calls for it.
Use the exact values provided here. Avoid inventing near-matching shades.
Use semantic roles for application UI; these palette primitives do not replace a product theme.
Color proportions
Think approximately 95% neutrals, 3% Coral, 1.5% Indigo, and 0.5% Volt. The exact numbers describe a philosophy of restraint. They are not a formula to apply to every composition.
A piece can use no color at all. Never add an accent to satisfy a percentage.
Coral is the first occasional color; Indigo is rarer, and Volt is used very sparingly.
Judge the overall impression: the work should read as black and white, with small moments of color.
Accent colors
Use color very occasionally. When a spot of color adds something useful, Coral is the first color to reach for. Keep the overall composition neutral. Coral is an option, not an expected feature of every piece.
An entirely black-and-white composition is a complete expression of the brand.
Keep colored moments small and deliberate. Do not make a colored background the default.
Indigo, Volt, and Taupe remain available as occasional background alternatives, never as text colors.
Pair Indigo with a White mark; pair Coral, Volt, and Taupe with a Carbon mark.
An approved logo pairing does not automatically make every text size accessible. Check text contrast independently.
Text contrast
Start with White on Carbon for dark layouts. Carbon on White or Stone works for light layouts. The ratios below are calculated from the exact palette values. Normal text needs at least 4.5:1; large text needs 3:1.
White on Carbon
18.42:1
Normal text
White on Black
19.80:1
Normal text
Carbon on White
18.42:1
Normal text
Carbon on Coral
6.37:1
Normal text
Carbon on Stone
16.30:1
Normal text
White on Indigo
5.01:1
Normal text
Carbon on Taupe
6.91:1
Normal text
Carbon on Volt
16.36:1
Normal text