Our colour palette reflects the energy of Vi and the creation of something new and exciting.

Please note that our Pantone values are our control values and should be used to find the best match for all printed materials as colours can appear different from printer to printer. Always send our Pantone values to printers to colour match.

Primary palette

Our primary colours are Crimson and Mustard which represent the Vodafone red and Idea yellow respectively. These two colours are the core of the brand colour palette and should be present and prominent in everything Vi.

RGB — 238 39 55
CMYK — 0 95 80 0
HEX — #ee2737
PMS — 185C

RGB — 255 198 0
CMYK — 0 15 100 0
HEX — #ffc600
PMS — 7548C

Secondary palette

Our secondary palette tempers our primary colours of Crimson and Mustard. The secondary palette is made up of dark colours to ground, and light colours to bring freshness. All the colours work together to bring to life a bold and flexible identity.

Roles

Our colours play particular roles in the brand and following them ensures that our system flourishes.

Primary colours

Crimson and Mustard are our primary colours and should always have a strong presence in designs (with the acknowledgement that this may not always be possible in situations like financial reports or letterheads).

Similarly to our logo, Mustard should have a slightly less dominant role than Crimson and should be used in roles that help solidify it as an ‘activator’ – buttons, website accents, wayfinding etc.

Secondary colours

These colours allow us to soften and ground our primary palette. Our secondary colours should never become lead colours in designs and are best suited to illustration or a supporting role in window treatments (see the system section →).

Business

Colour-use in business applications is an exception to the rules. In business communications, Aubergine should lead with Crimson and Mustard in supporting roles. Our full palette can be used, but Aubergine should always lead.

Proportions

These proportions provide a rough guide on how our colour palette can be applied.

Business colour

To establish a strong and consistent overall brand, our business applications use the same brand system as our consumer brand - with the exception of colour roles.

Aubergine is our business colour. This means that all business applications should feature Aubergine prominently with Crimson, Mustard and our secondary palette supporting.

This doesn’t mean that our other colours aren’t used in business applications, neither does it mean Aubergine isn’t used in consumer applications.

All colours can be used in both consumer and business applications; it is merely the roles and percentages that change. This ensures a link is established between our full palette and Vi as a brand.

Combinations

The colours we pair together are fundamental to achieving the best contrast and brand presence.

Text + background

This table demonstrates the possibilities when placing text on single-coloured backgrounds and is based on web accessibility ratings. Our text should only ever be set in Crimson, Slate or white.

Bear in mind that even though Slate text on a Sand background is a possible combination, our primary colours must have a strong presence in the overall design.

Not every situation can be accounted for so attempt to check legibility before use, either through test prints or by checking accessibility ratings. Note that full black may be used for body copy in situations where legibility isn’t sufficient.

Overlapping text

Our brand system encourages text to overlap elements which can make colour combinations difficult. Refer to the table above to see which text colours work across your background.

Logo colour

Our logo has four colour variations. Using the correct version in combination with a background colour is of utmost importance to retain legibility of our most valuable asset. Refer to the logo section for guidance on this.

In use

Below are some examples of our colour palette in use.

Tints

Our colour palette includes a series of tints for speciality use. They have been created by extending our brand palette into darker and lighter shades. Tints should only be used in digital UI elements, infographics and illustrations (refer to the illustration section for more guidance on using these colours).

Note that the table below includes digital hexcode values. For the full set of RGB + CMYK swatches download the palette files in the download section.

Usage

Tints can be used in various combinations to achieve optimum contrast. Here is an example of how you might use tints in an infographic.