B2B Colors and Graphics
Our colors should effectively communicate our brand's personality and message while remaining consistent across all touchpoints.
Brand Identity
Our brand represents our innovation, experience and resonating passion. 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 Primary Color
The B2B primary green should be used in tandem with the standard colors of black and white. Use this green in any instance in which emphasis is required.
B2B Gradients
We have two primary gradients that should be used for most purposes. B2B Primary gradients are to be used sparingly on all digital and print communication and collateral directed toward prospective clients, current clients, and the larger business community.
Primary B2B Gradient - Sea Serpent
- B2B social posts
- B2B websites
- Landing pages
- B2B presentations
- To be used sparingly
The Sea Serpent gradient 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.
Secondary B2B Gradient - Ifrit
- B2B social posts
- B2B websites
- Landing pages
- Event signage and swag
- To be used sparingly
- For events only
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 gradient is vivid, beautiful and colorful.
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.
| Green | Blue | Grey | Yellow | Red | |
|---|---|---|---|---|---|
| Actions | Primary | Secondary | Warning | Error | |
| Messages | Success | Trouble | Error | ||
| Connectivity | Available | Unavailable | Away | Busy | |
| Status | Complete | In-Progress | Unavailable | Stagnant | Failed |
| Priority | Medium | High |
Icon Examples
