We show our colours
Our bold colour range emphasises that we are different from the others. It is an important design tool that we use to ensure that we are easily recognised and stand out from the competition. We simply show our colours – and are therefore committed to our values.
Primary colours
The colour violet is our strongest design element. As a standalone feature it ensures a high recognition value. The colour has a strong presence in all media and is always used in combination with white.
KESSEL Violet
CMYK: 80/100/0/0
RGB: 87/35/129
Web: #572381
Pantone: 268
HKS: 36
RAL: 310 30 40 (Design System D2)
Plotter foil: ImagePerfekt 5779 Violett Gloss
White
CMYK: 0/0/0/0
RGB: 255/255/255
Web: #FFFFFF
Pantone:
RAL: 9003 signal white
Secondary colours
KESSEL Violet is the dominant primary colour. It is complemented by the secondary colour KESSEL Dark Violet, which can be used in layouts to create an additional visual layer – either as a solid colour or in the form of a gradient.
KESSEL Dark Violet
CMYK: 80/100/10/45
RGB: 55/25/80
Web: #371950
Pantone: 2627
Gradients
Background gradients provide a backdrop against which product cut-outs can be aesthetically showcased. There are two options: a lighter version (Light Mode) and a darker version (Dark Mode). The direction of the gradient can be set to horizontal or vertical. Oblique angles are not allowed.
Colour gradient Light Mode:
- Colours: KESSEL Violet 20 % – white
- Horizontal direction of gradient: from KESSEL Violet 20% to white or from white to KESSEL Violet 20 %
- Vertical direction of gradient: KESSEL Violet 20 % is always at the bottom and runs upwards into white
Colour gradient Dark Mode:
- Colours: KESSEL Violet 100 % – KESSEL Dark Violet 100 %
- Horizontal direction of gradient: from KESSEL Violet 100% to KESSEL Dark Violet 100 % or from KESSEL Dark Violet 100 % to KESSEL Violet 100 %
- Vertical direction of gradient: KESSEL Dark Violet 100% is always at the bottom and runs upwards into KESSEL Violet 100 %
20% KESSEL violet – white
KESSEL Violet – KESSEL Dark Violet
Functional colours
Functional colours are mainly used in functional graphics to represent relevant effects, properties or substances. They must have a thematic connection to the element depicted (e.g. blue for water). Secondary colours must not be used for decorative purposes and/or on large areas.
Blue
CMYK: 100/0/5/0
RGB: 0/158/220
Web: #009EDC
Green
CMYK: 60/0/100/0
RGB: 118/184/42
Web: #76B82A
Red
CMYK: 0/100/100/0
RGB: 227/6/19
Web: #E30613
Yellow
CMYK: 0/20/100/0
RGB: 253/200/0
Web: #FDC800
Turquoise
CMYK: 90/30/40/10
RGB: 0/123/138
Web: #007B8A
Brown
CMYK: 60/60/50/0
RGB: 127/108/116
Web: #7F6C74
Grey shades
KESSEL Dark Violet is a real eye-catcher on front pages, ads, or posters. The grey background can be used as a panel element on the second information level to structure layouts (e.g. inside pages of a leaflet)
The colour shades ‘Graphic Grey 1’, ‘Graphic Grey 2’ and ‘Graphic Grey 3’ are only used for illustrative applications such as infographics or functional graphics. The grey colours must not be used for lettering or other design elements, such as lines or tables.
Grey background
CMYK: 0/0/0/10
RGB: 229/229/229
Web: #E5E5E5
Grey graphic 1
CMYK: 0/0/0/60
RGB: 102/102/102
Web: #666666
Grey graphic 2
CMYK: 0/0/0/40
RGB: 153/153/153
Web: #999999
Grey graphic 3
CMYK: 0/0/0/20
RGB: 204/204/204
Web: #CCCCCC