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Brand Identity Kit: Brand Palette

Brand Palette

A brand palette plays a pivotal role in shaping the visual identity and personality of a brand. Comprising a carefully selected range of colours, a brand palette goes beyond aesthetics—it communicates emotions, values, and establishes a memorable presence.

brand identity: everything you are

Identity

Identity

Identity

Your Brand Identity Kit forms the bones of everything you do.  


From your logo to typeface (font family) choices and colours, the basis of your style isn't just summed up with words like "gritty" or "elegant".

Branding

Identity

Identity

Create a strong brand identity that resonates with your target audience. 


From merchandise design to brand graphics and messaging, we'll ensure your brand is consistent across all channels and conveys the right message.

What is a Brand Palette?

A Brand Palette is a curated selection of colours that a brand consistently uses. These colours become integral to the brand's identity, influencing how it is perceived. A well-crafted palette contributes to brand recognition, differentiation, and the establishment of a cohesive visual language. 

Key Components of a Brand Palette

Primary Colours

Secondary Colours

Secondary Colours

  • The dominant colours that define the core identity of the brand.
  • Often used for the logo, key brand elements, and primary communication.

Secondary Colours

Secondary Colours

Secondary Colours

  • Supporting colors that complement the primary colours.
  • Enhance visual appeal and flexibility in design applications.

Accent Colours

Neutral Colors

Neutral Colors

  • Bold and attention-grabbing colours used sparingly for emphasis.
  • Bring vitality and energy to specific elements within the brand.

Neutral Colors

Neutral Colors

Neutral Colors

  • Subdued tones like greys, whites, or blacks.
  • Provide balance, background, and flexibility in design layouts.

Why is a Brand Palette Important?

Establishes a consistent and recognizable visual identity across all brand materials. 


Enhances brand recall as audiences associate specific colours with the brand. 


Colours evoke emotions; a well-chosen palette can convey the brand's personality and values. 


Enables versatile design applications while maintaining a unified brand image. 


Sets the brand apart from competitors by creating a unique and memorable visual identity. 


Crafting Your Brand Palette

Align the colors with the brand's personality, values, and target audience. 


Stay mindful of industry trends while maintaining uniqueness. 


Ensure that chosen colors are accessible and inclusive for all audiences. 


Test the brand palette across different mediums to ensure consistency. 


Create a comprehensive style guide documenting the brand palette for internal and external use. 


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