Color
Conveying Purity Through Brightness and Transparency
The PURELL® brand approaches the use of color through the lens of well-being and clinical effectiveness. Rooted in its namesake, the PURELL® brand should project purity in every touchpoint.
Creating a sense of brightness is important in conveying the PURELL® brand essence. Brightness can be communicated through the use of light and the color white, not by fluorescent, garish colors.
Use of color may adjust based on tone. While certain media may require a shift in color, color use should be judicious – and only used to emphasize key elements.
Color Hierarchy
The chart below depicts the priority of each color when approaching a design for the PURELL® brand. Note the emphasis of white in the first position.
The Presence of Light
Note the use of natural light in this photo composition, bringing focus to the warm connections between the subjects. White light contains all colors and so we think of white as the complete presence of light. A color that speaks to modernity and contemporary design, white represents new beginnings and our ability to start anew on a blank slate.
Primary Palette
Preferred across all media.
White
C 0 M 0 Y 0 K 0
R 255 G 255 B 255
HEX#FFFFFF
PURELL® Blue
PMS Reflex Blue C
C 100 M 89 Y 0 K 0
R 0 G 20 B 137
HEX#001489
Dark Gray
PMS Cool Gray 11
C 0 M 0 Y 0 K 80
R 89 G 89 B 89
HEX#595959
Secondary Palette
Used to contrast and create dimension.
Blue 2
C 86 M 45 Y 7 K 0
R0 G 123 B 182
HEX#007BB6
Silver
PMS 877
C 45 M 34 Y 34 K 0
R 138 G 141 B 143
HEX#8A8D8F
Tertiary Palette
Used to accent or assign special meaning in a layout.
Blue 3
C 58 M 11 Y 13 K 0
R 99 G 181 B 207
HEX#63B5CF
PMS 218 C
C 20 M 99 Y 28 K 1
R 198 G 28 B 113
HEX#C61C71