Colour palette

Ubuntu colour pantones 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 orange

Ubuntu orange

Screen HEX #DD4814 Print C0 M79 Y100 K0 Pantone 1665
White

White

Screen HEX #FFFFFF Print C0 M0 Y0 K0
Black

Black

Screen HEX #000000 Print C0 M0 Y0 K100
Please note: Pantone Matching System is a worldwide printing, publishing and packaging language for the selection, marketing and control of colour. PANTONEĀ® is a registered trademark of Pantone Inc.

Supporting colours

In 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 aubergine

Light aubergine

Screen HEX #77216F Print C60 M100 Y15 K5 Pantone 512
Mid aubergine

Mid aubergine

Screen HEX #5E2750 Print C70 M100 Y50 K20 Pantone 511
Dark aubergine

Dark aubergine

Screen HEX #2C001E Print C66 M98 Y21 K85 Pantone 7449

Neutral colours

Warm grey

For 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 grey

For 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 grey

Warm grey

Screen HEX #AEA79F Print C0 M5 Y10 K29 Pantone Warm Grey 5
Cool grey

Cool grey

Screen HEX #333333 Print C44 M34 Y22 K78 Pantone Cool Grey 11
Small dot grey

Small dot grey

Screen HEX #AEA79F Print C0 M0 Y10 K29 Pantone Warm Grey 5

Text grey

Screen 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 colours

The 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 aubergine

Canonical aubergine

Screen HEX #772953 Print C26 M99 Y12 K52 Pantone 683
White

White

Screen HEX #FFFFFF Print C0 M0 Y0 K0

Tints

Tints 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 percentages

Use only the percentages shown on this page. Never use a tint less than 10%. Ubuntu tints View larger image

The amount of colour we use

Colour pie chart Our 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 balance

Learn about the voice, audience and developer sliders

Community to Canonical

The 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.

Community

Voice Slider Colours: Community The dominant colour should be Ubuntu orange. Use white and warm grey as secondary colours.

A mix of community and Canonical

Voice Slider Colours: Both Community and Canonical Ubuntu orange and Canonical aubergine are the dominant colours. White and warm grey as secondary colours.

Canonical

Voice Slider Colours: Canonical The 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.
When creating a generic work based solely on the voice slider setting use the colour balances described above. The audience and developer sliders can also influence the choice and balance of colours.

Colour balance breakdown example

Voice 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.
Colour balance

The colour balance on a content heavy 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.

Varying the aubergine based on the audience slider

Darker tones show stronger enterprise weighting

The voice slider gives you the basic balance of orange and aubergine. The audience slider varies the exact tone of aubergine that is appropriate. The more heavy the enterprise weighting in the audience slider, the darker the tone of aubergine you should use.

Consumer

Audience Slider Colours: Consumer When the community communicates to consumers, light aubergine is featured. The dominant colours become Ubuntu orange and light aubergine – use white and warm grey as secondary colours.

A mix of consumer and enterprise

Audience Slider Colours: Both When communicating to a mix of consumers and enterprise users mid aubergine is featured. The dominant colours become Ubuntu orange and mid aubergine – use white and warm grey as secondary colours.

Enterprise

Audience Slider Colours: Enterprise When communicating to enterprise users dark aubergine is featured. The dominant colours should be Ubuntu orange and dark aubergine – use white and warm grey as secondary colours.

Combining tones of aubergine where needed

Work can include both Canonical and audience-specific tones

The examples below all have the voice slider set to a mix of community and Canonical. The audience slider varies, introducing the darker tones of aubergine. The work can include elements in both the Canonical and audience-specific tone of aubergine, and the balance is described below:

Consumer

Aubergine Mix: Consumer When the community communicates to consumers light aubergine is featured. The dominant colours become Ubuntu orange, light aubergine and Canonical aubergine – use white and warm grey as secondary colours.

Mix of consumer and enterprise

Aubergine Mix: Both When communicating to a mix of consumers and enterprise users mid aubergine is featured. The dominant colours become Ubuntu orange, mid aubergine and Canonical aubergine – use white and warm grey as secondary colours.

Enterprise

Aubergine Mix: Enterprise When communicating to enterprise users dark aubergine is featured. The dominant colour becomes dark aubergine, Ubuntu orange and Canonical aubergine – use white and warm grey as secondary colours.

Retaining orange as a highlight

Consumer

Retain Orange: Consumer When Canonical communicates to consumers light aubergine is featured. The dominant colours become light aubergine – keep a highlight of Ubuntu orange and use Canonical aubergine, white and warm grey as secondary colours.

Mix of consumer and enterprise

Retain Orange: Both When communicating to a mix of consumers and enterprise users mid aubergine is featured. The dominant colour becomes mid aubergine – keep a highlight of Ubuntu orange and use Canonical aubergine, white and warm grey as secondary colours.

Enterprise

Retain Orange: Enterprise When communicating to enterprise users dark aubergine is featured. The dominant colour become dark aubergine – keep a highlight of Ubuntu orange and use Canonical aubergine, white and warm grey as secondary colours.

Colour Balance Breakdown Example

Canonical to enterprise audience Here is a guide for a content light communication when the voice slider set to Canonical and the audience slider set to enterprise. This example shows the proportion of colour and hierarchy on this communication.
Colour Balance

The colour balance on a content light communication