[Brand Guidelines] Color

Color

Our brand color palette is built around flexibility and easy recognition using complementary color families to create a distinct tonal look.

Our Approach

Dell Blue is our foundational color, but it’s not the only color you should build your work around. Color is about energy and life — which is why we have vibrant and rich color families for you to use.

 

Our strategy for color now uses a tone-on-tone approach. We have four color families with individual color shades in each family. For your work, pick a color family and only use the shades within that family without mixing from other groups, ex: Don’t mix red and blue families. This gives our work a unified design that intentionally uses single color families with gray and neutral colors acting as accents.

 

We do have a neutral family comprised of gray tones. These are available in the Core and Designer Guidelines PDF. Neutral tones should be used for functional purposes, such as text, logo or imagery. Reach out to Brand@Dell.com for access.

 

Visit the Dell Design System website for guidance on color when developing work for Dell.com and software UI.

Tone-on-Tone Theory

Our brand color palette is built around well-matched single-hue color pairings. They’ve been intentionally
chosen to build in flexibility and accessibility to our brand, while creating a distinctive and cohesive look and feel.

Our Brand Colors

There are four color families: blue, green, purple and red. You can create tone-on-tone layouts by using multiple shades from a single color family. Remember to only use one color family at a time in a single piece or viewing plane.

There are three tonal ranges: primary, secondary and tertiary.

Primary tones are used as the dominant background color across all marketing and communications and to highlight or offset lighter colored products.

Secondary tones are used in patterns, color spectrum and illustrations for contrast and color range.

Tertiary tones are used primarily for text and as background colors to highlight or offset darker products.

Neutral tones should be used for functional purposes, such as text, logo or imagery. White can be a background color.

Primary Tones

#0D2155
R:13 G:33 B:85
C:100 M:72 Y:0 K:73
PMS 2767C MIDNIGHT

#0C32A4
R:12 G:50 B:164
C:100 M:90 Y:0 K:0
PMS 287C ROYAL

#0672CB
R:6 G:114 B:203
C:94 M:43 Y:0 K:0
PMS 2174C DELL BLUE

#244739
R:36 G:71 B:57
C:81 M:48 Y:73 K:48
PMS 627C DEEP GREEN

#247554
R:36 G:117 B:84
C:84 M:31 Y:77 K:18
PMS 3425C HUNTER

#2A145A
R:42 G:20 B:90
C:97 M:100 Y:29 K:29
PMS 274C RAISIN

#612CB0
R:97 G:44 B:176
C:75 M:89 Y:0 K:0
PMS 7678C PLUM

#691D3F
R:105 G:29 B:63
C:44 M:94 Y:50 K:40
PMS 7650C BURGUNDY

Secondary Tones

#80C7FB
R:128 G:199 B:251
C:43 M:9 Y:0 K:0
PMS 298C SKY

#37CC5C
R:55 G:204 B:92
C:68 M:0 Y:86 K:0
PMS 2258C BASIL

#9FFF99
R:159 G:255 B:153
C:35 M:0 Y:58 K:0
PMS 2255C LIME

#8E5CEF
R:142 G:92 B:239
C:60 M:70 Y:0 K:0
PMS 2076C AMETHYST

#BEAFFF
R:190 G:175 B:255
C:26 M:30 Y:0 K:0
PMS 2645C LAVENDER

#B30B37
R:179 G:11 B:55
C:21 M:100 Y:78 K:12
PMS 206C SCARLET

#E1633F
R:225 G:99 B:63
C:7 M:75 Y:82 K:0
PMS 172C CORAL

#F4BB5E
R:244 G:187 B:94
C:4 M:28 Y:73 K:0
PMS 142C APRICOT

Tertiary Tones

#0D2155
R:13 G:33 B:85
C:100 M:72 Y:0 K:73
PMS 2767C GLACIER

#E4FFD6
R:228 G:255 B:214
C:10 M:0 Y:21 K:0
PMS 2253C TEA GREEN

#E4FFD6
R:228 G:255 B:214
C:10 M:0 Y:21 K:0
PMS 2253C PERIWINKLE

#DEDDFF
R:222 G:221 B:255
C:11 M:11 Y:0 K:0
PMS 2706C

#FBEECE
R:251 G:238 B:206
C:2 M:4 Y:21 K:0
PMS 7401C SAND

#FBEECE
R:251 G:238 B:206
C:2 M:4 Y:21 K:0
PMS 7401C

There are four color families: blue, green, purple and red. You can create tone-on-tone layouts by using multiple shades from a single color family. Remember to only use one color family at a time in a single piece or viewing plane.

There are three tonal ranges: primary, secondary and tertiary.

Primary tones are used as the dominant background color across all marketing and communications and to highlight or offset lighter colored products.

Secondary tones are used in patterns, color spectrum and illustrations for contrast and color range.

Tertiary tones are used for text, the Dell Element, to highlight or offset darker color products and as a backdrop for photo subjects.

Neutral tones should be used for functional purposes, such as text, logo or imagery. White can be a background color.

Blue Family
Green Family
Purple Family
Red Family
Midnight
 #0D2155
R:13 G:33 B:85
C:100 M:72 Y:0 K:73
PMS 2767C
Deep Green
 #244739
R:36 G:71 B:57
C:81 M:48 Y:73 K:48
PMS 627C
Raisin
 #2A145A
R:42 G:20 B:90
C:97 M:100 Y:29 K:29
PMS 274C
Burgundy
 #691D3F
R:105 G:29 B:63
C:44 M:94 Y:50 K:40
PMS 7650C
PRIMARY
TONES
Royal
 #0C32A4
R:12 G:50 B:164
C:100 M:90 Y:0 K:0
PMS 287C
Hunter
 #247554
R:36 G:117 B:84
C:84 M:31 Y:77 K:18
PMS 3425C
Plum
 #612CB0
R:97 G:44 B:176
C:75 M:89 Y:0 K:0
PMS 7678C
Scarlet
 #B30B37
R:179 G:11 B:55
C:21 M:100 Y:78 K:12
PMS 206C
Dell Blue
 #0672CB
R:6 G:114 B:203
C:94 M:43 Y:0 K:0
PMS 2174C
Basil
 #37CC5C
R:55 G:204 B:92
C:68 M:0 Y:86 K:0
PMS 2258C
Amethyst
 #8E5CEF
R:142 G:92 B:239
C:60 M:70 Y:0 K:0
PMS 2076C
Coral
 #E1633F
R:225 G:99 B:63
C:7 M:75 Y:82 K:0
PMS 172C
SECONDARY
TONES
Sky
 #80C7FB
R:128 G:199 B:251
C:43 M:9 Y:0 K:0
PMS 298C
Lime
 #9FFF99
R:159 G:255 B:153
C:35 M:0 Y:58 K:0
PMS 2255C
Lavender
 #BEAFFF
R:190 G:175 B:255
C:26 M:30 Y:0 K:0
PMS 2645C
Apricot
 #F4BB5E
R:244 G:187 B:94
C:4 M:28 Y:73 K:0
PMS 142C
TERTIARY
TONES
Glacier
 #E5F8FF
R:229 G:248 B:255
C:8 M:0 Y:0 K:0
PMS 290C
Tea Green
 #E4FFD6
R:228 G:255 B:214
C:10 M:0 Y:21 K:0
PMS 2253C
Periwinkle
 #DEDDFF
R:222 G:221 B:255
C:11 M:11 Y:0 K:0
PMS 2706C
Sand
 #FBEECE
R:251 G:238 B:206
C:2 M:4 Y:21 K:0
PMS 7401C