Colour Palette
Colour sets us apart and helps to invoke emotion. Our bold, confident palette, anchored by our signature electric mint, sets us apart and makes us instantly recognisable in a crowded market.
Primary
The primary IO colour palette defines the brand’s core identity. These colours are used most frequently across all touch points to ensure consistency and recognisability. Carefully selected for clarity, accessibility, and emotional resonance, they serve as the foundation for all visual communication, from logos to backgrounds and key elements.
Mint
HEX: #36FE97
RGB: 54, 254, 151
CMYK: 79, 0, 41, 0
Black
HEX: #000000
RGB: 0, 0, 0
CMYK: 60, 60, 60, 100
White
HEX: #FFFFFF
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
Moss
HEX: #00260F
RGB: 0, 38, 15
CMYK: 15, 0, 9, 85
Crystal 1
HEX: #EDFFF5
RGB: 237, 245, 255
CMYK: 8, 0, 7, 0
Crystal 2
HEX: #D5FFEA
RGB: 213, 255, 234
CMYK: 16, 0, 8, 0
Crystal 3
HEX: #AEFFD6
RGB: 174, 255, 214
CMYK: 34, 0, 28, 0
Expressive
The Expressive IO palette brings personality and emotion to the brand. These colours are used exclusively within our photography media to accentuate content and convey mood. These shades help diversify the visual language while remaining complementary to the primary palette, allowing for flexibility and dynamic engagement without compromising brand integrity or coherence.
Cyan
HEX: #36FDF6
RGB: 54, 253, 246
CMYK: 79, 0, 3, 1
Yellow
HEX: #FFE037
RGB: 255, 224, 55
CMYK: 0, 12, 78, 0
Orange
HEX: #FE8336
RGB: 255, 255, 255
CMYK: 0, 48, 79, 0
Purple
HEX: #9136FF
RGB: 145, 54, 255
CMYK: 43, 79, 0, 0
Pink
HEX: #FD36E9
RGB: 253, 54, 233
CMYK: 0, 79, 8, 1
Red
HEX: #FD365E
RGB: 253, 54, 94
CMYK: 0, 79, 63, 1
Blue
HEX: #365AFD
RGB: 54, 90, 253
CMYK: 79, 64, 0, 1
Utility
The Utility IO palette serves a functional role in the brand system, often used for UI elements, states (like success, error, warning), or backgrounds. They ensure clear communication and accessibility, supporting user experience without drawing undue attention. These practical tones maintain consistency and clarity across digital and physical brand applications.
Mint Hover
HEX: #6FFFB7
RGB: 111, 255, 183
CMYK: 56, 0, 28, 0
Black Hover
HEX: #313131
RGB: 49, 49, 549
CMYK: 0, 0, 0, 81
Grey
HEX: #EEEEF1
RGB: 238, 238, 241
CMYK: 1, 1, 0, 5
IO Gradient
The IO Gradient adds depth, movement, and a contemporary feel to the brand. Used selectively in backgrounds, illustrations, or key visuals, they blend palette colors harmoniously to enhance visual interest. Gradients should always be subtle and intentional, reinforcing the brand’s modern identity without overpowering the core visual hierarchy.
White
HEX: #FFFFFF
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
Mint
HEX: #36FE97
RGB: 54, 254, 151
CMYK: 79, 0, 41, 0