Colors and Themes
Our colors should effectively communicate our brand's personality and message while remaining consistent across all touchpoints.
Brand Identity
Our brand represents different things to different audiences. To our B2A audience our enthusiasm and empathy are what resonates. With our B2B audience our innovation, experience and passion are what resonate. Our color choices should reflect those ideals.
Adaptability
While limiting color choices, our brand should adapt but still stand out in different mediums both digital and print.
B2B Audience
- B2B Events print and digital - Ifrit
- B2B Website - Ifrit and Sea Serpent
- B2B Social posts - Sea Serpent
- B2B Collateral - Sea Serpent and Ifrit
- Campaigns (custom or Sea Serpent)
B2A Audience
- B2A Social posts - Dragon
- Jobs Website - Dragon
- Digital UI platforms WSU and Vyne - Dragon
Primary B2B Themes
We have three primary themes that should be used for most purposes. B2B Primary themes are to be used on all digital and print communication and collateral directed toward prospective clients, current clients, and the larger business community.
Sea Serpent - B2B
- B2B social posts
- B2B websites
- Landing pages
- B2B presentations
The Sea Serpent theme is named after a creature that is easily the oldest on the list. Its origins combine different magical and mythological creatures from Mesopotamian (Tiamat), Hebrew (Leviathan), Greek (Cetus, Echidna, Hydra, Scylla), and Norse (Jörmungandr) cultures. This theme is as timeless as the myths themselves. It includes our primary color Blue Sky and a magical green similar to our primary color of Green Apple.
Ifrit - B2B
- B2B social posts
- B2B websites
- Landing pages
- Event signage and swag
Ifrit is a type of genie native to the Elemental Plane of Fire, originating in the Middle East. This is an unpredictable creature, with fiery forms and spectacular magical powers. An Ifrit is humanoid in appearance. They are very tall, massive, solid, and weigh 2,000 pounds. They can also be well-muscled, having burning red or black skin. Their bodies were supposedly composed of basalt, bronze, and solidified fire. The Ifrit theme is vivid, beautiful and colorful.
Primary B2A Theme
Dragon - B2A
Dragon theme is to be used in all digital and print communication and collateral directed toward prospective PROs, applicants, current PROs, and the larger work-at-home community.
- B2A social posts
- B2A websites
- Landing pages
- Vyne
- WSU
- Events
- B2A documents
- B2A presentations
Easily the most famous of our mythological creatures, Dragon has a history rich with culture. The word “dragon” comes from the ancient Greek word “draconta,” meaning “to watch.” This suggests Dragon guards something of great value, like treasure. Vanquishing a dragon was not only an important career opportunity for any ambitious saint, knight or hobbit, but according to legend, it was also a way to raise armies called draconis dentata. Scholars believe the fire-breathing element of dragons came from medieval depictions of the mouth of hell; for example, art by Dutch painter Hieronymus Bosch, among others.
This theme is lively and wild, using a darker ocean blue and deep magenta to produce an otherworldly skin tone for any section or project.
Semantic Color
Semantic colors denote standard value states, such as good, bad or warning. Each color has the same basic meaning in all contexts. Industry-specific colors reflect the color conventions in a line of business or industry. The meaning of each color depends on the business context.
| Blue | Green | Purple | Grey | Yellow | Red | |
|---|---|---|---|---|---|---|
| Actions | Primary | Confirm | Secondary | Warning | Error | |
| Messages | Success | Trouble | Error | |||
| Connectivity | Available | Unavailable | Away | Busy | ||
| Status | In-Progress | Complete | To-Do | Unavailable | Stagnant | Failed |
| Priority | Low | Medium | High |
UI/UX Colors
Our brand colors function purposefully in the UI/UX territory. To view how our colors live in a digital space, please view the Colors section under the UI/UX category.