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 #E95420
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

  1. Ubuntu Orange

    100%#E95420

  2. 90%#EB6536
  3. 80%#ED764D
  4. 70%#F08763
  5. 60%#F29879
  6. 50%#F4AA90
  7. 45%#F5B29B
  8. 40%#F6BBA6
  9. 35%#F7C3B1
  10. 30%#F8CCBC
  11. 25%#FAD4C7
  12. 20%#FBDDD2
  13. 15%#FCE5DE
  14. 10%#FDEEE9
  1. Canonical Aubergine

    100%#772953

  2. 90%#843E64
  3. 80%#925375
  4. 70%#9F6986
  5. 60%#AD7E97
  6. 50%#BB94A9
  7. 45%#C19EB1
  8. 40%#C8A9BA
  9. 35%#CFB4C2
  10. 30%#D6BECB
  11. 25%#DDC9D4
  12. 20%#E3D4DC
  13. 15%#EADEE5
  14. 10%#F1E9ED
  1. Light Aubergine

    100%#77216F

  2. 90%#84377D
  3. 80%#924D8B
  4. 70%#9F639A
  5. 60%#AD79A8
  6. 50%#BB90B7
  7. 45%#C19BBE
  8. 40%#C8A6C5
  9. 35%#CFB1CC
  10. 30%#D6BCD3
  11. 25%#DDC7DB
  12. 20%#E3D2E2
  13. 15%#EADDE9
  14. 10%#F1E8F0
  1. Mid Aubergine

    100%#5E2750

  2. 90%#6E3C61
  3. 80%#7E5273
  4. 70%#8E6784
  5. 60%#9E7D96
  6. 50%#AE93A7
  7. 45%#B69DB0
  8. 40%#BEA8B9
  9. 35%#C6B3C1
  10. 30%#CEBECA
  11. 25%#D6C9D3
  12. 20%#DED3DC
  13. 15%#E6DEE4
  14. 10%#EEE9ED
  1. Dark Aubergine

    100%#2C001E

  2. 90%#411934
  3. 80%#56334B
  4. 70%#6B4C61
  5. 60%#806678
  6. 50%#957F8E
  7. 45%#A08C99
  8. 40%#AA99A5
  9. 35%#B5A5B0
  10. 30%#BFB2BB
  11. 25%#CABFC6
  12. 20%#D4CCD2
  13. 15%#DFD8DD
  14. 10%#E9E5E8
  1. Warm Grey

    100%#AEA79F

  2. 90%#B6AFA8
  3. 80%#BEB8B2
  4. 70%#C6C1BB
  5. 60%#CECAC5
  6. 50%#D6D3CF
  7. 45%#DAD7D3
  8. 40%#DEDBD8
  9. 35%#E2E0DD
  10. 30%#E6E4E2
  11. 25%#EAE9E7
  12. 20%#EEEDEB
  13. 15%#F2F1F0
  14. 10%#F6F6F5

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%.

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.