Colour is an effective, powerful and instantly recognisable medium for visual communications. To convey the brand personality and brand values, there is a sophisticated colour palette.
We have introduced a palette which includes both a fresh, lively orange, and a rich, mature aubergine. The use of aubergine indicates commercial involvement, while orange is a signal of community engagement.
These colours are used widely in the brand communications, to convey the precise, reliable and free personality.
Ubuntu core colours
The Ubuntu colour palette has been created to reflect the spirit of our brand. Orange for a community feel. White for a clean, fresh and light feel.
Black is used in some versions of the brandmark for flexibility of application and where print restrictions apply. It can also be used for body copy.
Ubuntu orangeScreen HEX #DD4814 Print C0 M79 Y100 K0 Pantone 1665
WhiteScreen HEX #FFFFFF Print C0 M0 Y0 K0
BlackScreen HEX #000000 Print C0 M0 Y0 K100
Supporting coloursIn addition, there is a supporting colour palette for when communications have a consumer or enterprise focus.
- Light aubergine for a consumer focus
- Dark aubergine for an enterprise focus
- Mid aubergine for a balance of both
Light aubergineScreen HEX #77216F Print C60 M100 Y15 K5 Pantone 512
Mid aubergineScreen HEX #5E2750 Print C70 M100 Y50 K20 Pantone 511
Dark aubergineScreen HEX #2C001E Print C66 M98 Y21 K85 Pantone 7449
Warm greyFor balance. The addition of warm grey softens the combination of orange and aubergine and provides a bridge between the two. Warm grey can be used for; backgrounds, graphics, pictograms, dot patterns, charts and diagrams. It can also be used for large size text.
Cool greyFor typography, particularly body copy. Black can be quite harsh in combination with aubergine, but grey delivers more balance while still being legible. Cool grey can also be used within charts and diagrams.
Warm greyScreen HEX #AEA79F Print C0 M5 Y10 K29 Pantone Warm Grey 5
Cool greyScreen HEX #333333 Print C44 M34 Y22 K78 Pantone Cool Grey 11
Small dot greyScreen HEX #AEA79F Print C0 M0 Y10 K29 Pantone Warm Grey 5
Text greyScreen HEX #333333 Print C0 M0 Y0 K70 Pantone Cool Grey 11 Text grey is used for small size headings, sub-headings and body copy text only.
Canonical core coloursThe Canonical colour palette has been created to reflect the spirit of our brand. Aubergine for a smart, focussed feel. White for a clean, fresh and light feel.
Canonical aubergineScreen HEX #772953 Print C26 M99 Y12 K52 Pantone 683
WhiteScreen HEX #FFFFFF Print C0 M0 Y0 K0
TintsTints of the above palette colours can be used as background colours and in charts and diagrams when a clear visual hierarchy of information is needed.
Tint percentagesUse only the percentages shown on this page. Never use a tint less than 10%. View larger image
The amount of colour we useOur colour palette consists of orange, aubergine, white and warm grey. The amount of colour we use for community and Canonical collateral varies according to the emphasis of the content. At one end of the scale, where the work is dominated by the community, the emphasis is on a fresh palette, the use of white and orange, and warm grey for balance. Aubergine is used only as a highlight. At the other end of the scale, where the work is more focused on Canonical, the palette is more refined and grounded, with much more emphasis on aubergine as the core colour. Orange is only used as a highlight and we use white and warm grey to complement the orange and aubergine.
The voice slider determines colour balanceLearn about the voice, audience and developer sliders
Community to CanonicalThe voice slider determines the balance of colour in your work. In each case, there are variations depending on how much textual content your work contains: where we are content-heavy we tend to use more white as a background for the text.
CommunityThe dominant colour should be Ubuntu orange. Use white and warm grey as secondary colours.
A mix of community and CanonicalUbuntu orange and Canonical aubergine are the dominant colours. White and warm grey as secondary colours.
CanonicalThe dominant colour should be Canonical aubergine. White and warm grey as secondary colours. A hint of Ubuntu orange should also be used if your communication features an Ubuntu product.
Colour balance breakdown exampleVoice slider: a mix of community and Canonical Here is a guide for a content heavy communication when the voice slider is set to a mix of community and Canonical. This example shows the proportion of colour and hierarchy on this communication.
- Ubuntu orange and Canonical aubergine are the dominant colours. When an Ubuntu product is being promoted the orange band sits above the aubergine band.
- White is a background for content.
- Cool grey is used for the copy colour.
- Warm grey is a secondary colour. For example, it can be used as the dot pattern colour.