BRANDBOOK

Color System

The complete color palette and usage guidelines for Berkshire Hathaway.

Color Specifications

Primary Color

Executive Slate

Shades

Accent Color

Chartreuse Punch

Shades

Neutral Color

Cloud White

Shades

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