Colors

Color has a supportive function in the hierarchy of the visual identity, it’s also used for its associative qualities. To make use of color optimally, this chapter will describe the palette and guidelines for a correct usage.

Palette#

Wielfaert Architecten uses primarily black typography on a light medium. In a printed context, typography is set using a non-rich 100% black on white paper. In a digital context, we use a very dark gray and an off-white instead to attain a similar contrast. A gray color called Sand can be used in digital environments to indicate interactivity.

Color systems#

RGB#

The main purpose of the RGB color model is for the sensing, representation and display of images in electronic systems, such as televisions and computers. The name of the model comes from the initials of the three additive primary colors, red, green, and blue.

HEX#

A representation of the RGB values as a single hexadecimal number.

CMYK#

The CMYK color model is used for color printing, also to describe the printing process itself. CMYK refers to the four inks used in some color printing: cyan, magenta, yellow, and key (black). Because the final printout heavily depends on the press manufacturer or the used printing hardware, some adjustments of the CMYK values are recommended to achieve the best possible result.

PMS#

The Pantone Matching System (PMS) is a proprietary colour space used in a variety of industries, primarily printing, though sometimes in the manufacture of coloured paint, fabric and plastics. Use PMS colors for pre-printed assets like business cards or envelopes.