Good Word Agency Brand Guidelines

12 Color

Introduction

Color builds recognition before a word is read. Good Word lives in deep greens and warm offwhite, with a secondary palette for range. HEX and RGB values are exact; CMYK values are calculated and should be confirmed against a print proof.

Primary Colors

Dark Green, Green, Offwhite, and Cadet carry almost every Good Word layout. Dark Green and Offwhite do most of the work; Green and Cadet add depth and accent.

Dark Green

HEX #212A24
RGB 33, 42, 36
CMYK 21, 0, 14, 84

Green

HEX #4F6654
RGB 79, 102, 84
CMYK 23, 0, 18, 60

Offwhite

HEX #E6DDCB
RGB 230, 221, 203
CMYK 0, 4, 12, 10

Cadet

HEX #B1C3B5
RGB 177, 195, 181
CMYK 9, 0, 7, 24

Secondary Colors

Use the secondary palette for range: charts, illustrations, campaign accents, and client-facing materials that need more than two tones. Rust has been retired as an accent; use Green or Cadet in its place.

Bronze

HEX #AB6F4D
RGB 171, 111, 77
CMYK 0, 35, 55, 33

Teal

HEX #007E70
RGB 0, 126, 112
CMYK 100, 0, 11, 51

Indigo

HEX #03134B
RGB 3, 19, 75
CMYK 96, 75, 0, 71

Blue

HEX #074E73
RGB 7, 78, 115
CMYK 94, 32, 0, 55

Onyx

HEX #1C1C1E
RGB 28, 28, 30
CMYK 7, 7, 0, 88

White

HEX #FFFFFF
RGB 255, 255, 255
CMYK 0, 0, 0, 0

Color Usage

Approved pairings for type on color. Each keeps text readable and on brand.

Offwhite on Dark Green

Dark Green on Offwhite

Offwhite on Green

Dark Green on Cadet

Green on White

Offwhite on Bronze