Primary brand colors
The primary colors of the Vitae brand are purple, red, and white. The colors are used throughout the brand to convey a consistent and distinctive presence in all contexts.
Our primary colors serve in distinct roles.
Purple is the basis of the neutral palette. Depending on the context, varying shades and tints can be used (in a limited way).
Red is the highlight color and must be used sparingly to bring focus and attention to a specific piece of information.
White achieves a blank canvas and minimalist design.
Tints and shades
A range of intermediary tints and shades comprise a gradient with endpoints at white, red, and purple. The red shades, purple tints, and white from this spectrum comprise the secondary color options. Additionally, certain red tints have been included within the secondary color options.
When designers build branded collateral, they must use these specific color shades instead of modifying the brightness or ink density of the primary colors. The brand palette is meant to feel bold and lively; these colors have been chosen to preserve that characteristic throughout the range, and to avoid any washed-out or muddy tones.
- Use purple and its tints for most applications (e.g. user interface components, layout elements, etc.). This is the neutral color and should be the default choice in most cases.
- Use red sparingly, to draw attention to key elements or information.
- A midtone purple tint (such as tint 4 or 5) can be used as an accent color for secondary elements or information.
- Text should be rendered in primary purple in most contexts. For secondary text (e.g. copyright or legal small-print, image captions, etc.), a lighter tint of purple works well.
- In print applications, body text can be set with 100% black (key plate only) instead of purple, to avoid registration issues.