The colours

Dark Violet and Red Pigment are the two primary colours in our corporate identity. They are present in the logo and can be applied to various graphic elements.

While the two primary colours are defining elements for our corporate identity, more colours are needed to add some variety where this is appropriate. Carolina Blue, Auburn, Bright Yellow Crayola and Light Grey add some sugar and spice to designs where this is needed. They are to be used with care and should never overshadow the two primary colours.

For those rare cases where even more colours are needed, five additional colours can be used. They should be seen as spare colours, only to be used where the primary and secondary colours are not quite enough. Complicated graphs are a good example.

When using colours is not possible, you can turn to grayscale tints. We use 100% black and three predetermined shades of grey.

The four secondary colours were carefully chosen to complement the primary colours, aiming for both contrast and harmony. The same applies to the five spare colours.

The gradient from Red Pigment to Dark Violet is an important element of our visual identity. Please use the predefined gradient swatches in the available templates and adhere to the values which are set in the swatches.

For all communication concerning veterinary solutions, another gradient is used instead of the main one. This special gradient, from Carolina Blue to Dark Violet, was designed to visually express the fact that we’re addressing another target audience.

This also means the main gradient (from Red Pigment to Dark Violet) should never be used for veterinary solutions. Please apply the predefined veterinary gradient swatches in the available templates and adhere to the values which are set in the swatches.