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A focus on travel destinations that highlight nature, architecture, or locale with zero to minimal focus on people.
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Settings are not just static backdrops. They should enhance the story and depth of the message.
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Environments should provide a sense of perspective, scale, and global culture, giving viewers a sense of what it's like to visit other parts of the world.
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Viewers should feel transported to the special moments and places shown in the imagery.
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Photography should not be western-centric but show many different perspectives and settings from all over the world.
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Photos of locations should never be culturally insensitive or inappropriate.
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Avoid selecting locations that are obvious tourist photo-ops , but rather places that provide a fresh perspective of the beaten path.
Primary Colors
Our primary colors are an integral part of our visual brand equity. They should be used as a constant element that thread together all communications and experiences.
EG Dark Blue
HEX: 000099
RGB: 0, 0, 153
CMYK: 100, 98, 5, 6
PMS: 072 C
EG Aqua
HEX: 58DFB8
RGB: 88, 223, 184
CMYK: 55, 0, 40, 0
PMS: 3375 C
EG Brilliant Blue
HEX: 0000FD
RGB: 0, 0, 253
CMYK: 89, 77, 0, 0
PMS: 2369 C
EG Aqua should always be used in combination with one or both of our leading primary colors, EG Dark or Brilliant Blue. Shades of aqua should never be used by themselves.
Secondary Colors
Our secondary colors expand the versatility of our visual language. These colors can be used as background fills or additional colors alongside EG Dark and Brilliant Blue, but they should never overlap with EG Aqua.
Blue 3
HEX: 819FF5
RGB: 129, 159, 245
CMYK: 48, 33, 0, 0
PMS: 2124 C
Blue 5
HEX: B6DBFF
RGB: 182, 219, 255
CMYK: 25, 6, 0, 0
PMS: 2717 C
Example
Color Family
Our colors create versatility through unique combinations. Avoid using too many colors in one piece – limit yourself to three or less. Color combinations should create visual harmony and never feel overwhelming.
Below are a few examples of successful color combinations when applied to graphics. When dealing with text, always use colors that have high contrast for readability (scroll down to Accessibility Best Practices).
Combo 1
EG Dark Blue
EG Brilliant Blue
EG Aqua (accent)
Combo 2
EG Aqua
EG Brilliant Blue
EG Dark Blue (accent)
Combo 3
Blue 6
Blue 4
EG Brilliant Blue (accent)
EG Dark Blue
HEX: 000099
RGB: 0, 0, 153
CMYK: 100, 98, 5, 6
Blue 1
HEX: 000068
RGB: 0, 0, 104
CMYK: 100, 98, 21, 30
EG Brilliant Blue
HEX: 0000FD
RGB: 0, 0, 253
CMYK: 89, 77, 0, 0
Blue 3
HEX: 819FF5
RGB: 129, 159, 245
CMYK: 48, 33, 0, 0
Blue 2
HEX: 2169F9
RGB: 33, 105, 249
CMYK: 80, 61, 0, 0
Blue 4
HEX: 8AB4FF
RGB: 138, 180, 255
CMYK: 41, 22, 0, 0
Blue 5
HEX: B6DBFF
RGB: 182, 219, 255
CMYK: 25, 6, 0, 0
Blue 6
HEX: DFEDFF
RGB: 223, 237, 255
CMYK: 10, 3, 0, 0
Blue 7
HEX: EDF6FF
RGB: 237, 246, 255
CMYK: 5, 1, 0, 0
EG Aqua
Aqua 1
HEX: 15AFA0
RGB: 21, 175, 160
CMYK: 76, 6, 45, 0
HEX: 58DFB8
RGB: 88, 223, 184
CMYK: 55, 0, 40, 0
Aqua 2
HEX: 79F3CD
RGB: 121, 243, 205
CMYK: 44, 0, 31, 0
Aqua 3
HEX: B1EEE3
RGB: 177, 238, 227
CMYK: 28, 0, 15, 0
Aqua 4
HEX: EAFBF6
RGB: 234, 251, 246
CMYK: 7, 0, 4, 0
Additional Colors
Additional colors add dimension to a design, but they should never take up more than 10-15% of colors in one piece. They are not meant to replace a primary or secondary brand color.
Use additional colors sparingly. Do not use them for text, call-to-actions, or main differentiators.
Holidays or cultural elements with defining colors are a unique exception.
Vermilion 1
HEX: FF5741
RGB: 255, 87, 65
CMYK: 0, 81, 76, 0
Vermilion 2
HEX: FF825D
RGB: 255, 130, 93
CMYK: 0, 61, 64
Yellow 1
HEX: FAEB79
RGB: 250, 235, 121
CMYK: 4, 2, 65, 0
Orange 1
HEX: FFB316
RGB: 255, 179, 22
CMYK: 0, 33, 99, 0
Orange 2
HEX: FC802D
RGB: 252, 128, 45
CMYK: 0, 62, 92, 0
Orange 3
HEX: FFCAAD
RGB: 255, 202, 173
CMYK: 0, 24, 29, 0
Clay
HEX: CC5605
RGB: 204, 86, 5
CMYK: 15, 78, 100, 4
Charcoal 1
HEX: 272727
RGB: 39, 39, 39
CMYK: 71, 65, 64, 69
Accessibility
Best Practices
Colors used on shapes, logos and text should always provide enough visual contrast for clear readability.
For reference, use this online contrast checker tool to make sure the colors you are using for text and graphics pass WCAG standards.
Text on photos
Using the same standard as above, make sure that text overlapped on photos have enough visual contrast for clear readability. Take into consideration viewers with low vision or color blindness.
If you are able, use the eyedropper tool in Photoshop or Illustrator to determine the HEX value of the photo and check it against WebAIM's online contrast checker.
Color transparency
Color block shapes can be overlapped on photos to create a unique layout. Make sure the shapes do not cover or obscure important details on your photo. The transparency mode you choose will depend entirely on the colors that show up in your photo.
Acceptable transparency modes (usually 50-100% opacity):
Multiply, Color Burn, Overlay, Soft Light, Hard Light, Regular
Unacceptable transparency modes:
Difference, Exclusion, Saturation, Luminosity
Transparency may be used ONLY when overlapping a shape and a photo. Never overlap two transparent shapes, which will result in an off-brand color.
Color formats
Think about colors in two contexts: Onscreen and Print. The colors that you see on computer monitors or phones will always be illuminated and have a much wider color gamut then the inks in your average printer. This is why RGB and HEX values appear brighter and more saturated than CMYK. When you convert colors to CMYK for print, they will appear darker and sometimes dull because standard printers only have 4-6 colors to mix.
The most accurate method of color matching is called offset printing which uses specific spot colors (Pantone colors).
Onscreen
RGB: Red, Green, Blue
HEX: Hexadecimal (used for websites)
CMYK: Cyan, Magenta, Yellow, Black
PMS: Pantone Matching System
RGB
What you see on screen
CMYK
How it will probably print
