Brand book

Updated: 17 February 2022

Color

The way we use color brings the product imagery into focus and makes NORÐUR content stop you in your tracks. The use of blue, black, and white brings together the weather and moodiness of Iceland and the functional aspects of the brand.

black.0

#000000

C75/M68/Y67/K90

Pantone Black 6

black.1

#191919

C0/M0/Y0/K100

Pantone process black C

grey.0

#262626

C71/M65/Y64/K69

Pantone Cool gray 11

grey.1

#53565A

C66/M57/Y52/K29

Pantone Cool grey 9

grey.2

#B1B3B3

C31/M24/Y25/K0

Pantone Cool grey 6

grey.3

#e5e8e9

C9/M5/Y6/K0

Pantone cool grey 2

grey.4

#F4F4F4

C3/M2/Y2/K0

Pantone cool grey 1

white.0

#ffffff

C0/M0/Y0/K0

Pantone white

green.0

#1E5530

C85/M40/Y92/K39

357 Coated

green.1

#153A21

C83/M48/Y86/K60

2411 Coated

blue.0

#144A7F

C100/M56/Y0/K34

7692 Coated

blue.1

#082644

C100/M69/Y8/K54

295 Coated

blue.2

#051E34

C100/M73/Y28/K86

296 Coated

blue.3

#ACB3B8

C33/M23/Y22/K0

4274 Coated

red.0

#C63439

C0/M93/Y79/K0

Pantone 185

red.1

#9E0303

C24/M100/Y100/K23

200 Coated

red.2

#7D0303

C29/M100/Y100/K39

202 Coated

red.3

#E5BFC0

C9/M27/Y16/K0

691 Coated

yellow.0

#FFA800

C0/M39/Y100/K0

1235 Coated

yellow.1

#CB8E16

C20/M45/100/K2

1245 Coated

PANTONE15-0953 TCX

Text

Paragraphs on light backgrounds:

black.1 is used for text for headings and labels
grey.1 is used for body text

Labels and values on light backgrounds:

black.1 is used for the most critical information
grey.1 is used for the supporting information

Paragraphs on dark backgrounds:

black.1 is used for text for headings and labels
grey.1 is used for body text

Labels and values on dark backgrounds:

black.1 is used for the most critical information
grey.1 is used for the supporting information

Label and value swapping

The darker color should be used for the most critical information in the pair. In some scenarios, it is more important to draw the eye to the label such as “enter your address,” and in other contexts, the address itself is more important to see

Backgrounds

A standard set of colors for background elements.

Light backgrounds

#FFFFFF

white.0 is used for light backgrounds

Dark backgrounds

#191919

black.1 is used for dark backgrounds

Subtle backgrounds

#F4F4F4

grey.4 is used for subtle background separation from white.0

Horizontal and vertical rules

Stroke color for light backgrounds

#E5E8E9

grey.3 is used on white.0

Stroke color for dark backgrounds

#262626

grey.0 is used on black.1

Blues

Blues tie us back the elements of Iceland. The sea, the glaciers and the magic blue hour.

blue.0

#144A7F

blue.0 (the brand blue) other than the logo is used for highlighting links and actions that we want the user to notice.

blue.1 and blue.2

#082644

blue.1 and blue.2 provides a branded element that can be used to divide sections or focus on areas when blue.0 will be too bright. Examples of this are backgrounds for posters or containers for UI elements like menus

blue.2

#051E34

blue.2 is used as the special highlight or hover color on UI elements

blue.3

#ACB3B8

blue.3 is used primarily in print materials like labels and tags.

Reds

The usage of red should be kept to a minimum to avoid clashing with the logo and the implications around danger/errors.

For UI affordances, we use red in certain error states. These come built with the UI components. Their values are:

red.0

#C63439

The logo red.

red.1

#9E0303

red.1 for links on light backgrounds and for buttons that commit destructive actions like deleting your account.

red.2

#7D0303

red.2 for backgrounds of error state notifications.

Greens

The green palette is reserved for marketing communications around Circular and certain UI notification states.

green.0

#1E5530

Success states in UI should use green.0 as a background.

green.1

#153A21

For Circular, green.1 should be used.

Retro yellow

66ºNorth first garments used this yellow. Its usage is reserved for special projects. Consult with brand@66north.com if you need to use it.