Our color palette gives us a voice and personality that elicits an emotional reaction. The Smithsonian color palette evokes a vibrant, bold, approachable, and everyday sensibility. The primary blue and yellow is the foundation of the brand and represents a sun and sky. Secondary colors are designed to emphasize how wide-ranging and diverse Smithsonian’s offerings are.
The primary color palette is our resting place. It is designed to be used in situations where the brand palette is not being used. For instance, use these colors sparingly only on white, black, or non-duatoned photography.
The secondary palette consists of six main colors. These colors complement the primary palette and are used to create emphasis and promote variety in content.
The tertiary palette is neutral and subtle. Its purpose is to allow flexibility when working on websites. You can use the light blue or light gray for page divides or hover states. The darker, value gray tones can be used on type to give a more approachable readability.