Forest Ink
Headings, product names, interface text, logo
- Hex
- RGB
- CMYK
- CSS
Colours
Greens carry the brand. Bright neutrals give it light.
Every colour has one job. Click any value to copy it. The full reasoning is in chapter 03.
Greens
Deep Green
Button hover, text links, product tags, dark panels (hero text panel on phones)
- Hex
- RGB
- CMYK
- CSS
Sage
Primary buttons (pills), selected states, eyebrows, focus rings
- Hex
- RGB
- CMYK
- CSS
Slate Green
Body copy, descriptions, captions
- Hex
- RGB
- CMYK
- CSS
Moss
Secondary labels on light grounds
- Hex
- RGB
- CMYK
- CSS
Fern
Botanical line art, patterns, charts. Never text or buttons
- Hex
- RGB
- CMYK
- CSS
Pale Green
Fine print (captions, legal lines) on Forest Ink or Deep Green
- Hex
- RGB
- CMYK
- CSS
Pale Sage
Soft green ground: announcement bar, review summary, showroom panel, hover on white pills
- Hex
- RGB
- CMYK
- to confirm with printer
- CSS
Mist
Quietest green ground: certification strips
- Hex
- RGB
- CMYK
- CSS
Neutrals
White
Main band colour, header, footer, cards on Sand
- Hex
- RGB
- CMYK
- CSS
Sand
Alternating band colour, product image grounds, buying panels, hero band
- Hex
- RGB
- CMYK
- CSS
Linen
Print paper tone, email background, social cards
- Hex
- RGB
- CMYK
- CSS
Hairline
Rules, card borders, dividers
- Hex
- RGB
- CMYK
- CSS
Control
Borders of inputs and selectors (3:1 on White)
- Hex
- RGB
- CMYK
- to confirm with printer
- CSS
Clay
Occasional warm band, large type only
- Hex
- RGB
- CMYK
- CSS
Taupe
Narrow dark strips in print and packaging
- Hex
- RGB
- CMYK
- CSS
Accent
Honey
Star ratings only
- Hex
- RGB
- CMYK
- to confirm with printer
- CSS
Pairs that pass
Text and ground pairs measured against WCAG 2.1. The first set passes for all text (4.5:1 and up). The second set is for large text only: 24 px and up, or 19 px Medium and up, and for graphics such as star ratings.
For all text
Aa
Forest Ink on White
13.6:1
Aa
Forest Ink on Linen
13.0:1
Aa
Forest Ink on Sand
11.8:1
Aa
Forest Ink on Pale Sage
11.5:1
Aa
Forest Ink on Mist
12.2:1
Aa
Deep Green on White
8.2:1
Aa
Deep Green on Linen
7.8:1
Aa
Deep Green on Sand
7.1:1
Aa
Deep Green on Pale Sage
6.9:1
Aa
Deep Green on Mist
7.3:1
Aa
Sage on White
5.4:1
Aa
Sage on Linen
5.2:1
Aa
Sage on Sand
4.7:1
Aa
Sage on Pale Sage
4.6:1
Aa
Sage on Mist
4.9:1
Aa
Moss on White
5.4:1
Aa
Moss on Linen
5.1:1
Aa
Moss on Sand
4.7:1
Aa
Moss on Pale Sage
4.5:1
Aa
Moss on Mist
4.8:1
Aa
Slate Green on White
8.0:1
Aa
Slate Green on Linen
7.7:1
Aa
Slate Green on Sand
7.0:1
Aa
Slate Green on Pale Sage
6.8:1
Aa
Slate Green on Mist
7.2:1
Aa
Pale Green on Forest Ink
9.1:1
Aa
Pale Green on Deep Green
5.5:1
Aa
Pale Green on Taupe
5.3:1
Aa
White on Forest Ink
13.6:1
Aa
White on Deep Green
8.2:1
Aa
White on Sage
5.4:1
Aa
White on Taupe
7.9:1
Aa
Honey on White
5.5:1
Aa
Honey on Linen
5.3:1
Aa
Honey on Sand
4.8:1
Aa
Honey on Pale Sage
4.7:1
Aa
Honey on Mist
5.0:1
Large text and graphics only
Aa
Forest Ink on Clay
3.2:1
Aa
Pale Green on Sage
3.6:1
Aa
White on Clay
4.2:1
The full matrix
| Text on | White | Linen | Sand | Pale Sage | Mist | Forest Ink | Deep Green | Sage | Clay | Taupe |
|---|---|---|---|---|---|---|---|---|---|---|
| Forest Ink | 13.6 | 13.0 | 11.8 | 11.5 | 12.2 | · | 1.7 | 2.5 | 3.2 | 1.7 |
| Deep Green | 8.2 | 7.8 | 7.1 | 6.9 | 7.3 | 1.7 | · | 1.5 | 2.0 | 1.0 |
| Sage | 5.4 | 5.2 | 4.7 | 4.6 | 4.9 | 2.5 | 1.5 | · | 1.3 | 1.5 |
| Moss | 5.4 | 5.1 | 4.7 | 4.5 | 4.8 | 2.5 | 1.5 | 1.0 | 1.3 | 1.5 |
| Slate Green | 8.0 | 7.7 | 7.0 | 6.8 | 7.2 | 1.7 | 1.0 | 1.5 | 1.9 | 1.0 |
| Pale Green | 1.5 | 1.4 | 1.3 | 1.3 | 1.3 | 9.1 | 5.5 | 3.6 | 2.8 | 5.3 |
| White | · | 1.0 | 1.1 | 1.2 | 1.1 | 13.6 | 8.2 | 5.4 | 4.2 | 7.9 |
| Honey | 5.5 | 5.3 | 4.8 | 4.7 | 5.0 | 2.4 | 1.5 | 1.0 | 1.3 | 1.4 |
Green: all text. Sand: large text and graphics only. Struck through: never.
Retired
| Colour | Was | Replaced by | Why |
|---|---|---|---|
| Ochre | #9A7A31 | Honey | Stars read too dull and failed 4.5:1 as text |
| Coral | #C45A4E | None | Legacy logo accent only |
| Apricot | #EDB67C | Deep green tag | Cream and apricot tags looked cheap |