Visual identity
Color
Blues lead. Color has a job.
Build the core brand with Cobalt and neutrals. Introduce category colors only when they identify the subject of the piece.
The everyday palette
Select a value to copy it. Use PANTONE for print; CMYK is the fallback when spot inks are unavailable.
Deep Cobalt
Cyan
Charcoal
Bone
White
Identify a category
TeraRecon
Advanced Visualization
TeraRecon
Imaging Workflows
TeraRecon
Insights
Category colors identify the category the piece is about. Use them as gradients from Cobalt, or as small solid accents. Keep them out of unrelated content, full solid backgrounds and headline type.
Choose a gradient
Cobalt Gradient
Radial, from the center: #004AFF at 0% → #3800AB at 99.9%
The dark ground: covers, section openers, hero cards, closing slides
Cyan Gradient
Linear, end to end: #00C2FF at 0% → #00C2FF at 49.3% → #004AFF at 100%
Thin edge strips on cards
Aqua Gradient
Linear, end to end: #00CFD9 at 0% → #0083FF at 64.8% → #004AFF at 100%
Advanced Visualization: product cards and tags
Violet Gradient
Linear, end to end: #9A5EFF at 0% → #0083FF at 64.8% → #004AFF at 100%
Imaging Workflows: product cards and tags
Orchid Gradient
Linear, end to end: #D47AD9 at 0% → #0083FF at 64.8% → #004AFF at 100%
Insights: product cards and tags
Crop the Cobalt Gradient’s darkest corner outside the artwork. Add slight dither to prevent banding. For White copy on a category gradient, use the text-safe treatment below.
Keep the message
on the Cobalt end
Text-safe category gradient: 315°; category color at 0%, #0083FF at 10%, Cobalt from 26%. The standard gradient keeps its own stops when it carries no White copy.
Keep type legible
AaCharcoal on Bone
AaWhite on Cobalt
AaCharcoal on Cyan
AaCharcoal on Aqua
AaWhite on Violet
AaCharcoal on Orchid
Violet and Orchid pairings are reserved for short category labels. Their contrast is below 4.5:1 for ordinary small text; use a neutral surface for functional labels and longer copy. Logo color choices are covered in Logo.
Special uses
Gradient stops and web backgrounds
Deeper Cobalt
Deeper Cobalt (#3800AB) is a gradient stop and the flat dark background for web pages. Mid blue #0083FF is a gradient stop only.
Chart palette
Use these colors for charts and graphs, keeping them out of hero graphics and large color fields.