Color sits at the heart of our brand, helping to build recognition and trust; Violet is our primary color paying homage to the ultraviolet lasers used to manipulate qubits. Our color guidelines ensure that we use color consistently and effectively to create balance, ensure accessibility, and focus attention for astronger and more impactful brand presence.
Brand colors
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Primary
#
680CE9
PMS
Violet C
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Secondary
#
1E0033
PMS
276 C
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Black
#
0F0D16
PMS
Black 6C
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Dark
#
35343C
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Mid
#
CCCBD1
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Light
#
F8F8FA
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White
#
FFFFFF
Usage Proportions
This breakdown highlights the prominence of dark colors in our brand, with Gray 900 being the most used.
Primary
12%
Secondary
18%
Black
44%
Light
14%
Dark
4%
Mid
4%
White
4%
Core usage
Effective use of color is essential to establish a consistent and cohesive brand identity. Our brand features three distinct themes: primary, secondary, and tertiary, each serving a specific purpose in our brand.
Dark Default
Use our primary brand color scheme, featuring dark colors with light text, for top-level brand promotion to maintain visual coherence and brand identity.
Examples:
Website, business cards, social media, brand collateral, or merchandise.
Secondary
Use our complementary secondary theme alongside the primary and tertiary themes to add visual interest and maintain consistency in promotional materials.
Examples:
Social media, brand collateral, or merchandise
Light
The tertiary theme's light color scheme and task-oriented focus is for products and technical documentation; use sparingly in brand promotion.
Examples:
Letterhead, products, documentation, technical manuscripts, social profile, or merchandise.
Color contrast
Ensure accessibility and visual impairments are considered when using our colors.
For easy pairing:
- If background color is 400 or less use text color 500 or greater.
- If background color is 500 or more, use text color 400 or less.
Always review accessibility in context.
Data visualization
Effective data visualization is vital in communicating our company's value to our customers. Our visualization library provides guidance on accessible use of color in visualizations.
Core list
Core colors
These are our primary brand colors and should be used consistently across all branded materials. They form the backbone of our brand identity and help to create a strong and recognisable visual presence.
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Primary
#
680CE9
PMS
Violet C
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Secondary
#
1E0033
PMS
276 C
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Black
#
0F0D16
PMS
Black 6C
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Dark
#
35343C
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Mid
#
CCCBD1
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Light
#
F8F8FA
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White
#
FFFFFF
Semantic colors
Consistent use of semantic colors improves clarity and enhances user experience by effectively communicating information, success, warning, and error messages.
Info
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Light
#
A3D3FB
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Base
#
76AAEF
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Dark
#
1F3EAA
Success
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Light
#
91EA99
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Base
#
40D066
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Dark
#
016E3A
Warning
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Light
#
EDE78E
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Base
#
D4CD52
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Dark
#
636408
Error
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Light
#
FDB0B1
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Base
#
E04542
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Dark
#
A41C1E
Support colors
These colors complement core and semantic colors, providing versatility for data visualization, categories, illustration, and animation. Use them sparingly for a consistent brand look.
Violet
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0
#
F8F5FF
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100
#
EDE0FE
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200
#
D7BCFD
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300
#
B482FA
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400
#
9553F8
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Brand color
Primary
500
#
680CE9
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600
#
5900BE
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700
#
440087
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800
#
340060
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Brand color
Secondary
900
#
1E0033
Gray
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Brand color
Light
0
#
F8F8FA
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100
#
F2F1F6
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200
#
E5E4E9
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Brand color
Medium
300
#
CCCBD1
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400
#
A9A8AF
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500
#
77767F
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600
#
55545D
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Brand color
Dark
700
#
35343C
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800
#
0F0D16
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Brand color
Black
900
#
0F0D16
Blue
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0
#
E5FAFF
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100
#
C6ECFC
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200
#
A3D3FB
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300
#
76AAEF
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400
#
4B7AD9
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500
#
2157CE
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600
#
1F3EAA
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700
#
0D227E
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800
#
01145E
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900
#
00062F
Teal
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0
#
D6FFF5
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100
#
B5F6E9
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200
#
76E4D7
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300
#
3CCBC5
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400
#
2AA1A4
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500
#
147F87
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600
#
036873
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700
#
03414F
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800
#
35343C
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900
#
00181E
Green
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0
#
EBFFE7
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100
#
CFF8C7
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200
#
91EA99
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300
#
40D066
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400
#
32A859
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500
#
148540
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600
#
016E3A
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700
#
064826
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800
#
012C17
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900
#
001A0D
Yellow
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0
#
FFFAEC
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100
#
F9F1C9
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200
#
EDE78E
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300
#
D4CD52
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400
#
B0AA31
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500
#
7E7F1B
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600
#
636408
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700
#
424006
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800
#
2A2601
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900
#
191700
Orange
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0
#
FFF5F1
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100
#
FEDBCE
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200
#
FFC4A4
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300
#
F2995B
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400
#
DF7A30
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500
#
B45F19
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600
#
904808
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700
#
633203
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800
#
442100
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900
#
2D1100
Red
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0
#
FFF4F4
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100
#
FED6D7
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200
#
FDB0B1
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300
#
FA7370
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400
#
E04542
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500
#
C02C21
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600
#
A41C1E
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700
#
7B0A0C
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800
#
570305
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900
#
3A0102
Pink
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0
#
FFF3FF
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100
#
FEDDFA
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200
#
FDB1E7
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300
#
F373C0
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400
#
E54399
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500
#
BE276D
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600
#
A51750
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700
#
740830
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800
#
550220
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900
#
3D0115
Gradients
Gradients can be used for illustrations, animations, or small accent details. The must be use sparingly and with care to maintain visual consistency and cohesion.
Violet
Light
100
200
Mid
200
300
Dark
300
400
Darker
400
500
Darkest
500
600
Gray
Light
100
200
Mid
200
300
Dark
300
400
Darker
400
500
Darkest
500
600
Blue
Light
100
200
Mid
200
300
Dark
300
400
Darker
400
500
Darkest
500
600
Teal
Light
100
200
Mid
200
300
Dark
300
400
Darker
400
500
Darkest
500
600
Green
Light
100
200
Mid
200
300
Dark
300
400
Darker
400
500
Darkest
500
600
Yellow
Light
100
200
Mid
200
300
Dark
300
400
Darker
400
500
Darkest
500
600
Orange
Light
100
200
Mid
200
300
Dark
300
400
Darker
400
500
Darkest
500
600
Red
Light
100
200
Mid
200
300
Dark
300
400
Brand color
Darker
400
500
Darkest
500
600
Pink
Light
100
200
Mid
200
300
Dark
300
400
Darker
400
500
Darkest
500
600
Usage guidelines
Do
Use the secondary color as the background for hero photography.
Do
Follow the guidance on using color themes, to ensure a consistent brand and user experience.
Do
Use the Visualization Guidelines to ensure brand consistency and optimal accessibility.
Do
Use color strategically to establish a clear visual hierarchy, communicate meaning, and guide users through the interface.
Do
Utilize the Primary color to create focal points and draw attention to critical elements and actions, guiding users for a seamless experience.
Don't
Overuse the primary violet color; it should be reserved as an accent to intentionally grab the viewer's attention.
Don't
Compromise on accessibility. Ensure optimal legibility and contrast by avoiding text colors similar to the background.
Don't
Overuse bright colors. Prioritize our core brand colors, and reserve the extended colors only for illustrations or key UI components such as badges.
Don't
Use colors or gradients outside of the approved color list. Colors must adhere to the brand guidelines for a cohesive look.
Downloads
Color palettes are available as .ase, .clr, and .json files, if you have creative cloud you can also access them here.
Use the .clr file to add color swatches to the native mac color picker, here are the install instructions.
