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White, black, and gray are our Core colors, but by no means our only colors. It’s very important that you never use a color in a brand communication that is not in this palette as they’ve been specifically designed to pair well together.
While typography and our identity always follow the Core Palette, feel free to use Dynamic Colors for things like background colors or for making our Graphic Language. As long as you stick to these colors, feel free to explore and have fun.
Conveying Movement
The warmer the tone, the more active the color becomes. For example, something that is demanding of a lot of energy would be red. Something that might be calming or relaxing would be blue. When creating new communications, pay attention to the activity, tone, and context to select the right color from our palette.
