Colour to stop our audience in their tracks.
AQA Purple
$color/brand/purple
R
G
B
55
19
118
C
M
Y
K
97
100
18
7
Pantone 2745 C
HEX #371376
AQA Red
$color/brand/red
R
G
B
200
25
75
C
M
Y
K
14
99
54
5
Pantone 7636 C
HEX #C8194B
Why is the purple different?
We want to represent AQA's forward thinking, cutting-edge research and assessment.
As we developed the branding, we saw the old purple wasn't contrasting enough to stand out – especially digitally and with tertiary colours.
You can see how the new purple is more vibrant compared to the old. Both the AQA red and the tertiary colours pop more, and we can use more vibrant tertiary colours too.
We thought about these factors so AQA looks more accessible, readable, fresh and modern.
As we developed the branding, we saw the old purple wasn't contrasting enough to stand out – especially digitally and with tertiary colours.
You can see how the new purple is more vibrant compared to the old. Both the AQA red and the tertiary colours pop more, and we can use more vibrant tertiary colours too.
We thought about these factors so AQA looks more accessible, readable, fresh and modern.
How can we use tertiary colours?
We've chosen and tested all the tertiary colours for accessibility against AQA purple, not white or red.
When we were testing, we found colours accessible against both purple and white appeared very washed out. Please only use this palette on the AQA purple.
When we were testing, we found colours accessible against both purple and white appeared very washed out. Please only use this palette on the AQA purple.
Violet
$color/brand/violet
R
G
B
197
180
226
C
M
Y
K
27
33
0
0
Pantone 2635 C
#C5B4E2
Turquoise
$color/brand/turquoise
R
G
B
25
211
197
C
M
Y
K
66
0
33
0
Pantone 3255 C
#19D3C5
Sky
$color/brand/sky
R
G
B
107
196
232
C
M
Y
K
57
3
5
0
Pantone 297 C
#6bc4e8
Pink
$color/brand/pink
R
G
B
242
168
220
C
M
Y
K
8
44
0
0
Pantone 236 C
#f2a8dc
Yellow
$color/brand/yellow
R
G
B
243
229
0
C
M
Y
K
10
1
92
0
Pantone 3945 C
#f3e500
Orange
$color/brand/orange
R
G
B
255
182
0
C
M
Y
K
0
33
93
0
Pantone 7549 C
#ffb600
Salmon
$color/brand/salmon
R
G
B
255
164
137
C
M
Y
K
0
46
43
0
Pantone 1625 C
#FFA489
Green
$color/brand/green
R
G
B
137
220
101
C
M
Y
K
51
0
74
0
Pantone 7487 C
#89dc65
What are the colours for web and system feedback?
Information
$color/interface/blue
R
G
B
24
71
191
C
M
Y
K
87
63
0
25
#1847BF
Neutral
$color/interface/neutral
R
G
B
43
36
56
C
M
Y
K
23
36
0
78
#2B2438
Grey
$color/brand/grey
R
G
B
244
244
244
C
M
Y
K
0
0
0
4
#f4f4f4
Success
$color/interface/success
R
G
B
75
150
70
C
M
Y
K
50
0
53
41
#4B9646
Warning
$color/interface/warning
R
G
B
220
125
40
C
M
Y
K
0
43
82
14
#DC7D28
Error
$color/interface/error
R
G
B
203
23
048
C
M
Y
K
0
89
76
20
#CB1730
How can we apply accent colours?
Please only use accent colours against purple. Examples include:
- quotation marks
- the Q stroke on marketing materials
- internal brochure covers
- to highlight blocks of text
- to make one word stand out against the rest of a sentence
- website buttons
We can explore other accent colours depending on what they’re used for.
