Brand Center
Color Palette
The complete brand palette — interactive standards, territory colors, the core neutral ramp, and the extended brights of the brand book. Bright values decorate; the darker ink variants carry text — that split is our accessibility rule.
Our color combinations are designed to ensure visual clarity, emotional warmth, and accessibility across all platforms. On the web, text and interactive elements use the accessible interactive and ink values; the bright brand values decorate, and carry print and marketing work.
The palette
Approved swatches
Bright values decorate; the darker ink variants carry text and interactive elements. RGB and CMYK values are the print-vendor spec from the brand book.
Whitestone Teal — Interactive
- RGB
- 33, 126, 124
The accessible interactive standard (D-105): CTA fills, pills, eyebrows, and accent words — the lightest brand teal that clears WCAG AA on white and stone.
- Do — Use for buttons and interactive fills; use the ink variant #1F6B6A for body links and long-form text.
- Don’t — Don’t substitute the bright teal for UI text or button fills — it fails AA on white.
Whitestone Teal — Bright
- RGB
- 47, 159, 157
- CMYK
- 70%, 0%, 1%, 38%
The brand teal of the guidelines — decorative fills, orbs, large graphics, and print/marketing work where it doesn’t carry small text.
- Do — For print CTAs, pair with Light Gray #EDEDED (an approved combination).
- Don’t — Never set body text in the bright teal — it reads at 3.2:1 on white.
Charcoal
- RGB
- 28, 25, 23
Dark section backgrounds and primary text.
Steel Blue — Upper Cervical
- RGB
- 47, 105, 159
Upper Cervical / NUCCA territory color (hub pages, sub-nav, territory CTAs).
- Don’t — Territory color only — not a general alliance accent.
ABA Green
- RGB
- 66, 164, 76
- CMYK
- 60%, 0%, 54%, 36%
ABA territory color (hub pages, sub-nav, territory CTAs).
- Don’t — Territory color only — not a general alliance accent.
Family Gold
- RGB
- 253, 158, 24
- CMYK
- 0%, 38%, 91%, 1%
Family Medicine territory color. In the brand book it is also the “Mustard Yellow on Black” CTA pairing.
- Don’t — Never use the bright gold for text — it reads at barely 2:1 on white.
Neutral — Silver
- RGB
- 220, 220, 220
- CMYK
- 0%, 0%, 0%, 14%
Core neutral — hairlines, dividers, and quiet UI borders.
Neutral — Mist
- RGB
- 237, 237, 237
- CMYK
- 0%, 0%, 0%, 7%
Core neutral — light panels; the background of the teal print CTA pairing.
Neutral — Cloud
- RGB
- 243, 246, 249
- CMYK
- 2%, 1%, 0%, 2%
Core neutral — cool light background.
Neutral — Off-White
- RGB
- 250, 247, 245
- CMYK
- 0%, 1%, 2%, 2%
Core neutral — warm off-white background for charcoal text.
White
- RGB
- 255, 255, 255
- CMYK
- 0%, 0%, 0%, 0%
Primary surface. White text on Black is an approved headline combination.
Black
- RGB
- 0, 0, 0
- CMYK
- 0%, 0%, 0%, 100%
Print black — brand-book headlines and backgrounds. On the web, dark surfaces use Charcoal #1C1917.
Acceptable combinations
Color pairings
The approved text-on-background combinations from the brand book, rendered live with their measured contrast ratio.
For headlines & backgrounds
- #FFFFFF on #00000021:1
- #1C1917 on #FAF7F516.4:1
- #3C7EEA on #F3F6F93.61:1
For buttons & CTAs
- #E6442A on #FFFFFF4.02:1
- #FD9E18 on #00000010.08:1
- #2F9F9D on #EDEDED2.73:1
Extended palette
Under review
Brights from the brand book that haven't been adopted in the shipped product. Each is published here for reference while it's reviewed per color — don't use them in production work yet.
Red-Orange
Under review — not for production
- RGB
- 230, 68, 42
- CMYK
- 0%, 70%, 82%, 10%
Brand-book extended bright — the book approves it for CTAs on white. Not yet adopted on the site.
Chartreuse
Under review — not for production
- RGB
- 199, 207, 59
- CMYK
- 4%, 0%, 71%, 19%
Brand-book extended bright. Not yet adopted on the site.
Orchid
Under review — not for production
- RGB
- 210, 84, 185
- CMYK
- 0%, 60%, 12%, 18%
Brand-book extended bright. Not yet adopted on the site.
Accent Blue
Under review — not for production
- RGB
- 60, 126, 234
- CMYK
- 74%, 46%, 0%, 8%
Brand-book extended bright — the book pairs it with Light Gray #F3F6F9 for headlines. Not yet adopted on the site.
Mustard Yellow
Under review — not for production
- RGB
- 255, 189, 35
- CMYK
- 0%, 26%, 86%, 0%
Brand-book extended bright (distinct from the adopted Family Gold #FD9E18). Not yet adopted on the site.
Indigo
Under review — not for production
- RGB
- 79, 87, 194
- CMYK
- 59%, 55%, 0%, 24%
Brand-book extended bright. Not yet adopted on the site.
Sky Blue
Under review — not for production
- RGB
- 59, 180, 230
- CMYK
- 74%, 22%, 0%, 10%
Brand-book extended bright. Not yet adopted on the site.