Color

Color is powerful. Color draws you in and keeps you close. Color is one of the most impactful drivers of the Aspen Dental brand. Use it strategically to evoke emotion, command attention and deepen connections.

Our brand palette

Blue is at the heart of our brand. It is authentic to who we are and the work we do. Blue welcomes everyone to Aspen Dental, communicating trust and encouragement when you come through our doors. Our secondary palette contains just the right amount of pop to complement our blues, showing our fun and pioneering spirit.

Primary palette

As the saying goes, we bleed blue. That means we live and breathe the Aspen brand. So our primary palette embraces a few key blues to be used as the main color in our communications. And like a great smile, we’ve got sparkly white to add contrast and balance when needed.

Navy
‍
PMS 294U-295C
CMYK 100-69-8-54
RGB 0-45-85
HEX 002855

Aspen Blue
‍
PMS 2192U-2382C
CMYK 78-30-0-0
RGB 0-138-216
HEX 008AD8

White
‍
PMS N/A
CMYK 0-0-0-0
RGB 255-255-255
HEX FFFFFF

Secondary palette

Our secondary palette compliments our Aspen Dental primary brand blues. Use these colors to highlight key messages and information, and bring dimension to layouts and illustration. Apply these colors sparingly.

Indigo
‍
PMS 2935U-3506C
CMYK 100-69-0-6
RGB 0-75-185
HEX 004BB9

Digital and environment only

Mid Blue
‍
PMS 277U-C
CMYK 35-9-0-0
RGB 185-222-250
HEX B9DEFA

Light blue
‍
PMS N/A
CMYK 11-1-0-0
RGB 229-242-255
HEX E5F2FF

Approved background color

Orange
‍
PMS 2023U-C
CMYK 0-48-54-0
RGB 250-147-112
HEX FA9370

Mid Orange
‍
PMS 475U-162C
 CMYK 0-25-35-0 
RGB 255-190-159 
HEX FFBE9F

Light Orange
‍
PMS N/A
CMYK 0-9-9-0
RGB 248-233-223
HEX F8E9DF

Yellow
‍
PMS 120U-134C
CMYK 0-5-77-0
RGB 255-217-106
HEX FFD96A

Mid Yellow
‍
PMS 2001U-C
CMYK 0-0-44-0
RGB 255-236-159
HEX FFEC9F

Light Yellow
‍
PMS N/A
CMYK 0-0-22-0
RGB 255-248-209
HEX FFF8D1

Green
‍
PMS 340U-7724C
CMYK 82-0-67-11
RGB 0-147-110
HEX 00936E

Mid Green
‍
PMS 2254U-C
CMYK 29-0-35-0
RGB 164-226-180
HEX A4E2B4

Light Green
‍
PMS N/A
CMYK 14-0-13-0
RGB 224-245-229
HEX E0F5E5

Neutrals

Our neutral palette should only be used for text, or as a backdrop in digital, physical environments and illustrations.

Grey
‍
PMS 433U-7540C
CMYK 10-0-0-85
RGB 67-74-79
HEX 434A4F

Mid Grey
‍
PMS 429U-8C
CMYK 5-0-0-60
RGB 118-127-133
HEX 767F84

Light Grey
‍
PMS N/A
CMYK 3-0-0-15
RGB 242-243-244
HEX F2F3F4

Digital background color

Color combinations & usage

Blue is always the star of the show. It should anchor all Aspen Dental communications whether it be the background fill or the primary text color on white. Colors from our secondary palette provide accent and interest. Use them sparingly, and with intent, never having them take more than 20% of a finished piece.

80% Navy / 15% Aspen Blue / 5% White

80% Aspen Blue / 15% Navy / 5% White

80% Aspen Blue / 20% White

50% White / 30% Light Blue / 10% Indigo / 5% Navy / 5% Light Gray

70% White / 15% Mid Blue / 15% Navy

65% Navy / 15% Mid Green/ 15% Aspen Blue / 10% White

65% Navy / 15% Orange / 15% Indigo / 10% White

80% Navy / 15% Mid Green / 5% Light Green

80% Navy / 15% Yellow / 5% White

Color accessibility

It is very important that Aspen Dental communications pass AA compliancy for legibility and contrast. All examples shown below pass AA contrast standards. The colored text on each background swatch is displayed at two sizes: 22pt and 16pt, please note that some color combinations are only approved at 22pt and above. Examples are only shown for approved text sizes.

White on Navy

Aspen Blue on Navy

Md. Blue on Navy

Lt. Blue on Navy

White on Blue

Md. Blue on Blue

Lt. Blue on Blue

Navy on Md. Blue

Blue on Md. Blue

Navy on Lt. Blue

Blue on Lt. Blue

Navy on White