Color

Primary Color Palette

To create an ownable brand narrative, our primary color palette is composed of four unique cool hues — a blue, navy, cream, mint — plus white. Our navy/black replaces the usage of pure black to add richness and dimension. While our logo uses red, the usage of this hue should be extremely limited to approved call outs and CTAs only. Please reach out to the DispatchHealth Brand Team at creative@dispatchhealth.com, for questions around appropriate usage.

Ensure that individual core colors or a combination of are the predominant colors in any design that represents DispatchHealth. To preserve brand equity, never use values that are different from the ones below. See Proportions for guidance on how to use these colors together.

Nightingale

PMS Coated113-7C
HTML#0474b8
RGB4, 116, 184
CMYK88, 50, 2, 0

Warm & Cozy

PMS Coated9161C Pastel
HTML#e8dab9
RGB232, 218, 185
CMYK9, 11, 29, 0

Oxygen

PMS Coated317C
HTML#acdee2
RGB172, 222, 226
CMYK31, 0, 11, 0

Midnight

PMS Coated534C
HTML#183a65
RGB24, 58, 101
CMYK100, 83, 34, 23
Secondary Brand Palette

Our secondary palette is composed of three unique colors and is designed to work in tandem with our primary palette. Both palettes include warm and cool colors. These colors should be used more for emotional communication, and not to express our core identity. Use them to convey brand emotion in imagery, illustration, iconography, and typography.

In addition to the three secondary hues, we have also include our logo red and our dark blue/black replacement for reference below.

Rino

PMS Coated7543C
HTML#96a2ac
RGB150, 162, 172
CMYK44, 30, 26, 0

Purple Mountain

PMS Coated2094C
HTML#8c7ead
RGB140, 126, 173
CMYK49, 52, 10, 0

Holistic

PMS Coated7716C
HTML#00938f
RGB0, 147, 143
CMYK82, 5, 39, 9

Invigoration

PMS Coated459C
HTML#dcca61
RGB220, 202, 97
CMYK15, 14, 75, 0

Emergent

PMS Coated2028C
HTML#ef3200
RGB239, 50, 0
CMYK0, 93, 100, 0

Carbon

PMS Coated296C
HTML#091325
RGB9, 19, 37
CMYK91, 75, 55, 69

Proportions

The blocks below illustrate the general proportions in which our brand colors should be used. White should always be the dominant color in the palette, followed by our primary Nightingale blue and then a primary or secondary brand color.

If more colors are needed, add them selectively and in decreasing proportions. You should limit the number of colors in your design to no more than four.

DH_Color_Updates.png

Extended

Our extended palette includes tints and shades of our primary and secondary colors, as well as a range of baseline colors that are best suited for text, background, and other user interface elements.

Baseline
  • UI - 100
    Carbon
    HTML
    #091325
    RGB
    9, 19, 37
    CMYK
    98, 78, 55, 72
    PMS
    2955C
  • UI - 65
    Rover Tracks
    HTML
    #5F6671
    RGB
    95, 102, 113
    CMYK
    62, 49, 39, 26
    PMS
    Cool Gray 11C
  • UI - 50
    Thunderstorm
    HTML
    #848992
    RGB
    132, 137, 146
    CMYK
    51, 38, 32, 13
    PMS
    Cool Gray 9C
  • UI - 45
    RiNo
    HTML
    #96A2AD
    RGB
    150, 162, 173
    CMYK
    44, 30, 26, 0
    PMS
    7543C
  • UI - 25
    Sleet
    HTML
    #C9CFD4
    RGB
    201, 207, 212
    CMYK
    20, 13, 11, 0
  • UI - 5
    Overcast
    HTML
    #F3F3F4
    RGB
    243, 243, 244
    CMYK
    6, 4, 4, 0
  • UI - 0
    Powder Day
    HTML
    #FFFFFF
    RGB
    255, 255, 255
    CMYK
    0, 0, 0, 0
Primary Nightingale
  • NG - 160
    Midnight
    HTML
    #183a65
    RGB
    24, 58, 101
    CMYK
    100, 83, 34, 23
    PMS
    534C
  • NG - 140
    Cobalt
    HTML
    #0050b6
    RGB
    0, 80, 182
    CMYK
    100, 69, 0, 0
    PMS
    2388C
  • NG - 120
    Scrubs
    HTML
    #2368c4
    RGB
    35, 104, 96
    CMYK
    84, 57, 0, 0
    PMS
    2386C
  • NG - 100
    Nightingale
    HTML
    #0474b8
    RGB
    4, 116, 184
    CMYK
    88, 50, 2, 0
    PMS
    113-7C
  • NG - 80
    Consume/Create
    HTML
    #62a5e2
    RGB
    102, 163, 216
    CMYK
    58, 24, 0, 0
  • NG - 60
    Sky Blue
    HTML
    #9BC1EC
    RGB
    98, 165, 226
    CMYK
    58, 24, 0, 0
  • NG - 20
    Morning
    HTML
    #cEdff5
    RGB
    206, 223, 245
    CMYK
    17, 7, 0, 0
Primary Oxygen
  • O - 160
    Scrunchie
    HTML
    #0098a7
    RGB
    0, 152, 167
    CMYK
    100, 0, 36, 1
    PMS
    320C
  • O - 140
    Turquoise
    HTML
    #00c9d4
    RGB
    165, 144, 106
    CMYK
    60, 0, 16, 0
    PMS
    319C
  • O - 120
    Cool Water
    HTML
    #84dade
    RGB
    206, 187, 147
    CMYK
    39, 0, 9, 0
    PMS
    318C
  • O - 100
    Oxygen
    HTML
    #abe3e4
    RGB
    171, 227, 228
    CMYK
    26, 0, 6, 0
    PMS
    317C
  • O - 80
    Spa Music
    HTML
    #c2e6e9
    RGB
    194, 230, 233
    CMYK
    23, 0, 8, 0
  • O - 60
    Serenity
    HTML
    #d5eeef
    RGB
    213, 238, 239
    CMYK
    15, 0, 5, 0
  • O - 20
    Glass
    HTML
    #eaf7f7
    RGB
    234, 246, 247
    CMYK
    7, 0, 2, 0
Primary Warm and Cozy
  • WC - 160
    Salted Caramel
    HTML
    #846e4a
    RGB
    132, 110, 74
    CMYK
    43, 49, 73, 20
  • WC - 140
    Toast
    HTML
    #a5906a
    RGB
    165, 144, 106
    CMYK
    35, 38, 64, 5
  • WC - 120
    Latte
    HTML
    #cebb93
    RGB
    206, 187, 147
    CMYK
    20, 23, 46, 0
  • WC - 100
    Warm and Cozy
    HTML
    #e8dab9
    RGB
    232, 218, 185
    CMYK
    9, 11, 29, 0
    PMS
    9161C Pastel
  • WC - 80
    Khaki
    HTML
    #ede3ca
    RGB
    237, 227, 202
    CMYK
    6, 8, 21, 0
  • WC - 60
    Suede
    HTML
    #f3ecdb
    RGB
    243, 236, 219
    CMYK
    4, 5, 13, 0
  • WC - 20
    Sandy Beach
    HTML
    #f9f5ec
    RGB
    249, 245, 236
    CMYK
    1, 2, 6, 0

Accessibility

DispatchHealth is highly committed to WCAG AA, and when possible, WCAG AAA compliance. When using our colors, be sure to reference the grids below or the WebAIM contrast checker. Never use two colors together unless they have a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text (at least 14px and bold or 18px).

The following are a few examples:

DH_Color_Accessibility.svg

Unacceptable Font to Background Pairings

Because our secondary palette has so many possible color combinations, only unacceptable pairings are shown here. When in doubt, ensure there is enough contrast. See Accessibility for more.

Unacceptable pairings