Huxberry Brand guidelines

Chapter 03 of 12

Colour

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On this page
  1. Grounds: where everything sits
  2. The greens
  3. Details
  4. Proportion
  5. Text and ground pairs
  6. What changed for the final 2026 brand
  7. Gradients and tints
  8. Print colour
  9. Don't

Green carries the brand, bright neutrals give it light, and every colour has one job. They are not interchangeable.

Grounds: where everything sits

Name Hex RGB CMYK (FOGRA39) Job
White #FFFFFF 255 255 255 0 0 0 0 Main band on the website, header, footer, cards on Sand
Sand #F3EFE5 243 239 229 6 5 12 0 The alternating band, product image grounds, buying panels, hero band
Linen #FBFAF6 251 250 246 2 2 4 0 Paper tone in print, email background, social text cards
Pale Sage (new) #E6EEE5 230 238 229 to confirm with printer Soft green ground: announcement bar, review summary, showroom panel, social cards
Mist #EFF4EF 239 244 239 7 4 7 0 Quietest green ground: certification strips

The greens

Name Hex RGB CMYK (FOGRA39) Job
Forest Ink #24312A 36 49 42 79 51 73 81 Headings, product names, interface text, the logo
Sage #537156 83 113 86 70 36 69 29 The action colour: primary buttons, selected states, eyebrows, focus rings
Deep Green #365644 54 86 68 82 42 73 47 Button hover, text links, product tags, dark panels (the hero text panel on phones)
Slate Green #48534D 72 83 77 72 51 60 45 Running paragraphs, descriptions, captions
Moss #5E6F5C 94 111 92 64 40 62 29 Secondary labels on light grounds
Pale Green #C9D7CE 201 215 206 26 10 22 0 Fine print (captions, legal lines) on Forest Ink or Deep Green
Fern #A7C09B 167 192 155 39 10 45 5 Botanical line art, patterns, charts. Never text, never buttons

Details

Name Hex RGB CMYK (FOGRA39) Job
Hairline #DCD8CC 220 216 204 17 14 22 0 Rules, card borders, dividers, table lines
Control (new) #7F8B82 127 139 130 to confirm with printer Borders of inputs and selectors, so they are visible (3.5:1 on White)
Honey (new) #955B18 149 91 24 to confirm with printer Star ratings only
Clay #877A69 135 122 105 47 45 56 20 An occasional warm band, large type only
Taupe #585048 88 80 72 63 59 65 42 Narrow dark strips in print and packaging

Proportion

Mostly light, anchored by green. About 80% White, Sand and Linen; about 15% photography and soft green grounds; 5% or less deep colour. Most web pages have no dark band at all: the green comes from the buttons, the eyebrows and the photographs.

Text and ground pairs

Contrast ratios (WCAG 2.1). ✓ = passes for all text (4.5:1). L = large text only (24 px or 19 px bold and up). ✗ = never.

Text \ Ground White Sand Linen Pale Sage Forest Ink Deep Green Sage Clay
Forest Ink 13.6 ✓ 11.8 ✓ 13.0 ✓ 11.5 ✓ · 1.7 ✗ 2.5 ✗ 3.2 L
Deep Green 8.2 ✓ 7.1 ✓ 7.8 ✓ 6.9 ✓ 1.7 ✗ · 1.5 ✗ 2.0 ✗
Sage 5.4 ✓ 4.7 ✓ 5.2 ✓ 4.6 ✓ 2.5 ✗ 1.5 ✗ · 1.3 ✗
Slate Green 8.0 ✓ 7.0 ✓ 7.7 ✓ 6.8 ✓ 1.7 ✗ 1.0 ✗ 1.5 ✗ 1.9 ✗
White · 1.1 ✗ 1.0 ✗ 1.2 ✗ 13.6 ✓ 8.2 ✓ 5.4 ✓ 4.2 L
Pale Green 1.5 ✗ 1.3 ✗ 1.4 ✗ 1.3 ✗ 9.1 ✓ 5.5 ✓ 3.6 L 2.8 ✗
Honey 5.5 ✓ 4.8 ✓ 5.3 ✓ 4.7 ✓ 2.4 ✗ 1.5 ✗ 1.0 ✗ 1.3 ✗

Text on any green or dark ground is White, eyebrows included. Pale Green only for fine print such as captions and legal lines.

What changed for the final 2026 brand

Change Why
Sage is now the action colour (buttons are Sage pills, Deep Green on hover) Brighter and more inviting than Deep Green blocks, and still 5.4:1 with White text
White and Sand are the main grounds, alternating in full-width bands Cleaner and brighter than an all-Linen page. Linen stays for paper, email and social
Pale Sage added A soft green ground that lifts a section without a dark band
Honey replaces Ochre for stars Ochre looked dull and failed contrast on White. Honey passes 5.5:1
Control added Hairline was too faint for input borders. Control is visible at 3.5:1
Retired: Ochre #9A7A31, coral #C45A4E / #E16F62, apricot #EDB67C / #F4D3B0, logo grey Off-palette, low contrast, or they made tags look cheap

Gradients and tints

  • No decorative gradients.
  • The one allowed gradient is a photo shade: Forest Ink from 50% to 0%, behind text on a photograph, only where the text needs it.
  • No tints of brand colours outside this palette. A lighter green ground is Pale Sage or Mist. A lighter warm ground is Sand or Linen.
  • The CMYK builds above are converted from sRGB with FOGRA39 (ISO Coated v2), relative colorimetric. They are starting points for coated stock.
  • On uncoated stock colours print darker and duller: ask the printer to convert from the sRGB values with their uncoated profile (FOGRA52 / PSO Uncoated v3) and approve a hard proof.
  • Pale Sage, Control and Honey have no approved CMYK build yet. The printer proposes one from the sRGB value; approve it on a hard proof and record it here.
  • Pantone matches for Forest Ink, Sage, Deep Green and Sand are chosen with the printer from a physical guide under D50 light, never on screen. Details in 08 · Print.

Don't

  • Don't use retired colours (coral, Ochre, apricot, logo grey) anywhere.
  • Don't use pure grey or black for text. Text is Forest Ink; body copy is Slate Green.
  • Don't put Honey on a button, link or heading. It is for stars.
  • Don't use Fern or Pale Sage for text or buttons.
  • Don't make a button any colour other than Sage (White on photographs).
  • Don't stack two dark bands next to each other.