Colour
Blue is our core brand colour.
Electrolux Blue is a darker, richer
shade to bring a more distinct and
premium feel to the brand.
The primary colour palette is made
up of a set of five colours: Electrolux Blue supported by neutral tones, including white.
We utilize the core Electrolux Blue as our primary application of the brand. It should be used as an entry level to Electrolux, e.g. branded spaces.
The neutral tones have been created to help support the use of the Electrolux Blue.
Through use of our flexible visual
system, it is important to make use
of the colour tones within the colour sets so that our communications are not repetitive.
Electrolux Blue
RGB: 4/30/80
CMYK: 100/90/13/63
HEX: #041e50
PMS 282 C / PMS 2768 U
NCS: S 7020-R70B
Blue-Mid
RGB: 123/138/156
CMYK: 60/38/27/10
HEX: #7b8a9c
PMS 5415C / PMS 5415U
NCS: S 4020-B10G
Blue-Light
RGB: 173/185/195
CMYK: 36/17/20/0
HEX: #adb9c3
PMS 2162C / PMS 2162U
NCS: S 3005-B80G
Blue-Tint
RGB: 223/231/234
CMYK: 16/3/8/0
HEX: #dfe7ea
PMS 642C / PMS 642U
NCS: S 1005-B20G
White
RGB: 255/255/255
CMYK: 0/0/0/0
HEX: #ffffff
Secondary colours
Our secondary colours are inspired by nature and reflect our Scandinavian design heritage.
They are designed to create depth and additional warmth and
complement our primary palette.
​
We use our secondary colours
to inspire photography through
propping and styling to create
a broader visual world that is
distinctively Electrolux.
Our secondary palette is made up of five colour sets; purple, red, yellow and green.
Each set is made up of light to dark tones, helping to create more relevant and engaging communications.
Utilizing the shades within each colour set helps us to create depth and flexibility without being repetitive.
Mixing colour sets on the same layout is not encouraged.
Silk-Rich
RGB: 43/41/54
CMYK: 70/77/20/63
HEX: #2b2936
Mahogany-Rich
RGB: 61/39/39
CMYK: 44/69/48/70
HEX: #3d2727
Moss-Rich
RGB: 59/69/54
CMYK: 75/40/76/66
HEX: #3b4536
Umber-Rich
RGB: 74/30/24
CMYK: 30/90/70/60
HEX: #4a1e18
Ochre-Rich
RGB: 189/141/56
CMYK: 0/26/100/31
HEX: #bd8d38
Silk-Mid
RGB: 121/116/135
CMYK: 53/51/25/13
HEX: #797487
Mahogany-Mid
RGB: 126/100/100
CMYK: 38/52/39/33
HEX: #7e6464
Moss-Mid
RGB: 108/123/103
CMYK: 58/36/53/22
HEX: #6c7b67
Umber-Mid
RGB: 149/115/89
CMYK: 28/47/58/28
HEX: #957359
Ochre-Mid
RGB: 210/175/106
CMYK: 10/21/67/5
HEX: #d2af6a
Silk-Light
RGB: 177/171/187
CMYK: 35/34/15/3
HEX: #b1abbb
Mahogany-Light
RGB: 180/160/160
CMYK: 29/38/29/8
HEX: #b4a0a0
Moss-Light
RGB: 167/177/164
CMYK: 39/22/35/5
HEX: #a7b1a4
Umber-Light
RGB: 189/166/132
CMYK: 16/25/44/20
HEX: #bda684
Ochre-Light
RGB: 226/202/157
CMYK: 6/14/51/0
HEX: #e2ca9d
Silk-Tint
RGB: 216/213/221
CMYK: 18/15/8/0
HEX: #d8d5dd
Mahogany-Tint
RGB: 217/207/207
CMYK: 17/21/16/0
HEX: #d9cfcf
Moss-Tint
RGB: 212/216/210
CMYK: 22/11/19/0
HEX: #d4d8d2
Umber-Tint
RGB: 221/210/193
CMYK: 8/11/21/10
HEX: #ddd2c1
Ochre-Tint
RGB: 239/225/201
CMYK: 2/7/29/0
HEX: #efe1c9
Colours: In video
It is important that our colours in video are consistent with our palettes, but reflect our premium, aspirational world and feel real. Here are four primary ways to achieve this
Maintain tonal consistency
between colours. We do not need to recreate the exact Electrolux colours, but the final visual impact should reflect the our colour stories.
Keep sequences with
natural colours while
adjusting to enhance the
experience of the product e.g. tastiness, softness, freshness as much as possible.
Preserve natural skin tones as much as possible.
Colours: What we want to achieve vs avoid
Things to avoid:
-
Do not use our colours in a way that makes our photography look overt or unnatural e.g. an Electrolux blue jumper being worn in a moss kitchen
-
Do not overuse secondary colour blocks
-
Do not mix colour families
-
Do not mix a colour family with Electrolux blue