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

Screen

HEX #E95420

Print

C0 M79 Y100 K0 (Pantone 1665)

White

Screen

HEX #FFFFFF

Print

C0 M0 Y0 K0

Black

Screen

HEX #000000

Print

C0 M0 Y0 K100

Information: Pantone Matching System is a worldwide printing, publishing and packaging language for the selection, marketing and control of colour. PANTONE® 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

Screen

HEX #77216F

Print

C60 M100 Y15 K5
Pantone 512

Mid aubergine

Screen

HEX #5E2750

Print

C70 M100 Y50 K20
Pantone 511

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

Screen

HEX #AEA79F

Print

C0 M5 Y10 K29
Pantone Warm Grey 5

Cool grey

Screen

HEX #333333

Print

C44 M34 Y22 K78
Pantone Cool Grey 11

Text grey

Screen

HEX #111111

Print

C0 M0 Y0 K93
Pantone Black 2 2X

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

  • Ubuntu Orange

    100%#E95420

  • 90%#EB6536
  • 80%#ED764D
  • 70%#F08763
  • 60%#F29879
  • 50%#F4AA90
  • 45%#F5B29B
  • 40%#F6BBA6
  • 35%#F7C3B1
  • 30%#F8CCBC
  • 25%#FAD4C7
  • 20%#FBDDD2
  • 15%#FCE5DE
  • 10%#FDEEE9
  • Canonical Aubergine

    100%#772953

  • 90%#843E64
  • 80%#925375
  • 70%#9F6986
  • 60%#AD7E97
  • 50%#BB94A9
  • 45%#C19EB1
  • 40%#C8A9BA
  • 35%#CFB4C2
  • 30%#D6BECB
  • 25%#DDC9D4
  • 20%#E3D4DC
  • 15%#EADEE5
  • 10%#F1E9ED
  • Light Aubergine

    100%#77216F

  • 90%#84377D
  • 80%#924D8B
  • 70%#9F639A
  • 60%#AD79A8
  • 50%#BB90B7
  • 45%#C19BBE
  • 40%#C8A6C5
  • 35%#CFB1CC
  • 30%#D6BCD3
  • 25%#DDC7DB
  • 20%#E3D2E2
  • 15%#EADDE9
  • 10%#F1E8F0
  • Mid Aubergine

    100%#5E2750

  • 90%#6E3C61
  • 80%#7E5273
  • 70%#8E6784
  • 60%#9E7D96
  • 50%#AE93A7
  • 45%#B69DB0
  • 40%#BEA8B9
  • 35%#C6B3C1
  • 30%#CEBECA
  • 25%#D6C9D3
  • 20%#DED3DC
  • 15%#E6DEE4
  • 10%#EEE9ED
  • Dark Aubergine

    100%#2C001E

  • 90%#411934
  • 80%#56334B
  • 70%#6B4C61
  • 60%#806678
  • 50%#957F8E
  • 45%#A08C99
  • 40%#AA99A5
  • 35%#B5A5B0
  • 30%#BFB2BB
  • 25%#CABFC6
  • 20%#D4CCD2
  • 15%#DFD8DD
  • 10%#E9E5E8
  • Warm Grey

    100%#AEA79F

  • 90%#B6AFA8
  • 80%#BEB8B2
  • 70%#C6C1BB
  • 60%#CECAC5
  • 50%#D6D3CF
  • 45%#DAD7D3
  • 40%#DEDBD8
  • 35%#E2E0DD
  • 30%#E6E4E2
  • 25%#EAE9E7
  • 20%#EEEDEB
  • 15%#F2F1F0
  • 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.