Blurple

Blurple is the foundation of our color palette and one of the most recognizable elements of our brand. It is a bold and vibrant color that reflects the energetic, playful, and digital-first nature of our brand. It is important that we use Blurple consistently and deliberately in our communications.

Core Palette

Our core palette forms the basis of our color strategy and should serve as the first impression across core brand touchpoints. Its consistent usage establishes a recognizable visual cue for the ITGOIT brand, and is complemented by our secondary palette.

Core Pairings

There are four core pairings that we use with typography.

Core Palette In Use

Here are some examples of the core palette in use:

• Employee ID Badge
• Out-of-Home Advertising
• Event Wayfinding

Secondary Palette

The secondary palette opens our range of brand expression, allowing ITGOIT to adapt to various contexts while maintaining a spirit of delight and vibrancy. These colors can be used to add interest to communications or complement specific images or messaging.

Secondary Pairings

There are four secondary pairings that we use with typography. Avoid using any pairings outside of this approved set.

Pairings to Avoid

Examples of pairings to avoid when using our secondary colors:

• Dark Color on Light Color
• Light Color on Dark Color
• Light Color on Color
• Dark Color on Color
• Avoid pairing tints and shades of Green or Pink in the same composition

Usage Ratio

The correct ratio of color usage should be applied across ITGOIT communications from a holistic perspective. For core touchpoints and when introducing ITGOIT to new audiences, we lean heavily on our core palette (with occasional accents from the secondary if appropriate). More temporal and contextual applications, such as social media, allow us to embrace color as a tool to respond to contexts and be more playful in our brand expression.

Secondary Palette In Use

Here are some examples of the secondary palette in use:

• Instagram Story
• Instagram Post
• Merchandise

Color Don’ts

Don’t use Dark Color on Color

Don’t use Color on Light Color

Don’t use Dark Color on Dark Color

Don’t use unapproved pairings

Don’t use two colors at the same time

Don’t use color in Opacity

Don’t bring new gradient colors into type

Don’t bring new gradient colors into background elements

Don’t mix & match different color shades

For general guidance on minimum contrast requirements, please visit WCAG.

Overview

Our gradient language, inspired by the glow of a screen, is designed to bring a sense of depth and atmosphere to ITGOIT communications. They provide an opportunity to maximize our expressiveness with color, keeping things fresh and dynamic, while complementing our illustration and photographic languages.

Types

Two different styles provide flexibility when applying gradients, from more pronounced curvature to more subtle.

• Radial Gradient
• Cropped Gradient

Construction

The two gradient styles are differentiated by the amount of curvature within the gradient as illustrated in the diagrams.

Radial Gradients have a pronounced semi-circular curve. Cropped Gradients produce a more linear effect by cropping deeper into the curve.

Radial Gradient

Cropped Gradient

ITGOIT gradients use only two colors at a time, adding a sense of depth without overpowering a composition.

Pairings

The approved gradient color pairings are shown below.

All gradients are tonal values of the same color moving from darkest at the top to lightest at the bottom. This helps to consistently ensure a 'glowing' effect rather than an overhead light source.

Usage Spectrum

Gradients can be applied in the following ways when it comes to type and background:

• Flat Color on Color
• Flat Color on Gradient
• Gradient on Flat Color
• Gradient on Gradient

In Use

Here are some examples of gradients in use:

Example 1

Example 2

Example 3