Colors
Introduction
Life doesn't happen in black and white. So, when we want to express ourselves, color is key. This chapter is all about how to use our colors to bring our brand to life.
Inspiration
The dsm-firmenich world is about life and progress. The colors have been inspired by real life to convey the true palette of the world we live in.
The palette
The color palette is made up of seven colors with five different hues each, to help flex the brand language and meet different context and touchpoint needs.
Color values
These are the references for each color.
To ensure colour in communications looks its very best, make sure you are using the correct colours for your medium (RGB for screens, PMS or CMYK for print, and NCS for paint).
Logo application
Each color of the color palette has been selected due to its vibrance and high contrast with the logo version.
Understanding hues
Each color of the palette has five different color hues.
Names have been given to the differnent hues to help in their recognition, however there is no specific order of usage.
There is no main hue for each color;
each hue is as important as the next.
How to choose the right color
So how do I choose the right color to use?
The short answer is, you can pick the color you think is appropriate for the message you're communicating.
In general – perceptually speaking – light-tone colors convey a sense of softness
On the other hand, medium tone colors can give more energy to the communication.
Lastly, dark tone colors can be useful to create a subtle, and rich feel in your communication.
Selecting multiple colors
Our desire is to feel multichromatic, as life.
To achieve this the user has to be exposed to multiple colors. So, how do we select multiple colors?
Mixing colors with different brightness levels will achieve a more diverse and sophisticated look and feel.
There is no magic formula to select a good color combination, it’s a matter of sensibility to the context.
The selection should depend on the material we are producing and the feeling we want to convey.
This might be easy for some materials (e.g., notebooks), while others require more deep thought (e.g., website).
Example 3 colors
Color combination examples mixing soft, vibrant and rich tones.
Example 4 colors
Color combination examples mixing soft, vibrant and rich tones.
Example 7 colors
Color combination examples mixing soft, vibrant and rich tones.
Application examples
This page shows an example of colors in applications.
Don'ts
Our color palette is diverse and flexible with very few restrictions.
Here, however, are some examples of incorrect use of colors or situations to avoid.
Color accents
In communication, the colors of each column of the palette can be mixed and one color of must be the main and only one other color can be used as an accent.
How to use color accents
This page show all the possible combination for the Green color, with each shade being the main or the accent color.
Please make sure the combinations you pick are appropriate for the message you are communicating and the contrast between the two colors is enough to guarantee the most impactful result.
Color coexistence
The coexistence of color is a really important topic, that can allow the brand to express itself to the best of its potential.
Don't only use dark tones, or at the opposite only light tones, but try to mix and match colors with different color intensities and luminosity.
Balancing the palette
Try to always balance the color you choose from the palette, selecting colors that complement each other.
Keep in mind the purpose of your communication and the feeling you want to convey.
Last but not least, please remember that right color + right accent = outstanding results.
Application examples
This page shows an example of colors in applications.
Don'ts
Our color palette is diverse and flexible with very few restrictions.
Here, however, are some examples of incorrect use of colors or situations to avoid.
