BRANDBOOK
Color System
The complete color palette and usage guidelines for Berkshire Hathaway.
Color Specifications
Primary Color
Executive Slate
Accent Color
Chartreuse Punch
Neutral Color
Cloud White
Color Psychology
Emotional Impact
Projects intelligence, sophistication, and forward-thinking authority. The deep, muted primaries convey seriousness, while the vibrant, unexpected accents add a touch of innovative energy and dynamism.
Archetype Alignment
Reflects a modern Ruler – still authoritative and stable, but with a nuanced, intellectual edge. The unexpected accents suggest strategic innovation within a controlled framework.
Cultural Considerations
The cooler primaries are broadly accepted as professional. The unexpected accents offer a fresh perspective without being jarring, appealing to a sophisticated, educated audience.
Industry Appropriateness
Suitable for a holding company seeking to appear established but also agile and innovative. It signals a company that values tradition but is not afraid to embrace new ideas and opportunities.
Semantic Colors
Colors with specific meanings for interface feedback and status indicators.
info
#206090
error
#B33030
success
#669900
warning
#A39A29
Usage Guidelines
Do's
- Use the primary color for main call-to-action elements
- Maintain sufficient contrast for text readability (WCAG AA minimum)
- Use neutral colors for body text and backgrounds
- Reserve semantic colors for their intended purposes
Don'ts
- Don't use unapproved color variations or tints
- Avoid using accent colors for large areas
- Don't place text on colors that fail contrast requirements
- Avoid mixing semantic colors in confusing ways