How your brand's color codes and font specifications work, and how to apply them correctly across different contexts.
Your brand's colors and fonts are defined in your brand guide with multiple code formats because different contexts require different specifications. Using the wrong format leads to color inconsistency across print and digital materials.
Understanding Color Codes
- HEX (#1A3C6E): Used for web design and any digital context. The most common format you'll encounter when working with websites, social media, and digital ads.
- RGB (26, 60, 110): Used for screen displays, presentations, and digital applications that don't accept HEX values.
- CMYK (76, 45, 0, 57): Used exclusively for print. CMYK values define how much of each ink (Cyan, Magenta, Yellow, Black) the printer uses. Always provide CMYK to printers, not HEX or RGB — conversion by a printer without your brand values often produces color shifts.
- Pantone (PMS 294 C): Used for specialty printing (merchandise, branded packaging) where exact color matching is critical. Pantone inks are premixed to exact formulas, eliminating the CMYK variation.
Typography
Your brand guide specifies your primary font (typically used for headings), secondary font (body text), and any accent fonts. Each has approved weight and style variations (bold, regular, italic). Use fonts exactly as specified — substituting "close enough" fonts is one of the most common sources of brand inconsistency. If you need access to the font files, they're in your portal under Files → Brand Assets.