Aside from our logo, color is the next most important element of our visual identity system. Our primary brand color palette is inspired by the iconic Spokane lilacs. Using this color palette consistently will create a recognizable visual aesthetic that distinguishes us from other regions.

The Brand Palette

Our primary brand colors are shades of purple. The create the fundamental color profile for our brand expression. Shades of aqua, inspired by the Spokane River, compliment the primary palette. These primary and secondary colors, combined with a scale of neutral gray tones, make up the color universe for our visual identity. Pervasive use of our colors across a wide range of applications will help reinforce our brand identity.

Purple 1Purple 3

Purple 2Purple 4

Aqua 2Gray 1

Aqua 2Gray 2

gray 3Black

gray 4White

Color Matching

Great care should be taken to get our colors exactly right -- do not use colors that are merely similar. Use RGB or Hex values for digital applications. Use the PANTONE Matching System (PMS) color when printing with spot colors. Use PMS of 4CP (CMYK) values when creating content for process printing. The specified 4CP and PMS colors may not look right on screen, but they will print correctly. ALWAYS use the RGB and 4CP values specified in this guideline and not the PANTONE equivalents.

Color Proportions

Primary colors should always be the dominant colors used in any branded application. The extended palette colors should be used to support and complement the primary palette.

Color Proportion 1

Color Proportion 2

Color Proportion 3

Logo Color

We want our brand color to be associated with the iconic Spokane lilacs. For this reason, the four purple brand colors, plus white (reversed), are considered primary colors for our logo.

Primary Logo Colors

Primary Logo Colors

Secondary Logo Colors

The two aqua brand colors are considered secondary colors for our logo.

Secondary Logo ColorsSecondary Logo Color Blocks

Tertiary Logo Colors

The four gray brand colors, plus black, are considered tertiary colors for our logo.

Tertiary LogosTertiary Logo Colors

Logo Colors and Photography

When placing the logo over photography, use a logo color that provides adequate contrast for legibility. Use dark logo colors for light backgrounds and white (reversed) logo for dark backgrounds. Avoid placing the logo over complex image areas that could compromise legibility regardless of logo color.


The same color rules apply when the logo mark or secondary marks are used.