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Third Wave Automation's brand requires the use of color in an intentional manner. The goal of the guidelines below is to help viewers appropriately express our brand's essence and support our key messages through color across all channels of communication.
The primary and most important color of Third Wave Automation's brand is the TWA Blue. Consistent and conscientious use of our signature TWA Blue helps us protect this key color and the Third Wave Automation brand identity.
Primary colors
Primary colors
The primary and most important color of Third Wave Automation's brand is the TWA Blue. Applying it intentionally and consistently will help us protect this key color and the Third Wave Automation brand identity as a whole. The TWA Blue should always be the most dominant color in a design for the Third Wave Automation brand.
The Third Wave Automation pallet also includes two other primary colors - black and white. The trio of primary colors collectively conveys a sophisticated and futuristic aesthetic, invoking feelings of technological innovation and stability. Blue, often associated with depth and trust, symbolizes the reliability and competence inherent in advanced technologies. The inclusion of black exudes a sense of elegance and modernity, suggesting a cutting-edge and refined approach to innovation. White, with its connotations of purity and simplicity, contributes to the overall sense of clarity and precision in technological design. Together, these colors create a visual palette that not only represents the sleekness of technological advancements but also instills a sense of trust and dependability.
#243E6D
RGB: 36 62 109CMYK: 67%, 43%, 0%, 57%TWA Blue is used for headlines on light backgrounds, as a background for white text, as a background for a white TWA logo, and for graphic shapes.
Marketing collateral
Text headlines, table headers, infographic graphic elements.
User interface
Use for headlines, selected states, primary buttons (light background), outline of outlined buttons, icons in buttons
Physical environment
#000000
RGB: 0 0 0CMYK: 75%, 68%, 67%, 90%Black is used for body of text, as a background for white text, and as a background for a white TWA logo.
Marketing collateral
Body text, table cell text
User interface
Black is used for UI typography.
#FFFFFF
RGB: 255 255 255CMYK: 0%, 0%, 0%, 0%White is used as the primary background for body of text. It's also used as typography color when text is laid on primary Black or TWA Blue backgrounds
Marketing collateral
Body text (on dark backgrounds)
Do
Do
Use the primary Black to highlight sections in collateral
Do
Do
Use primary TWA Blue for header and footer panels
Do
Do
Use a combination of the primary TWA Blue and Black to brand external components of TWA hardware including the Reach Truck cab.
Do
Do
Use primary Black as the dominant color for hardware components within the cab of autonomous trucks.
Blue tints
Blue tints
Below are additional approved blue tints that can enrich a design's communication. These colors should be used only when necessary and sparingly. TWA Blue must remain the most dominant blue color in every design.
#1B55B6
RGB: 27 85 182CMYK: 91% 73% 0% 0%Graphs, table header cell background, table border
#8EBAFF
RGB: 142 186 255CMYK: 40% 19% 0% 0%Graphs
#E7EEFA
RGB: 231 238 250CMYK: 8% 3% 0% 0%Graphs, table header cell backgrounds, tip box background
Do
Do
Use the blue tints to shade different segments of pie, bar, and other types of charts
Do
Do
Use the blue tints to provide hierarchy between table headers and table content.
Do
Do
Use as background and border of tip boxes or side bars
Do
Do
Use light blue for bottom bars containing text and images
Do
Do
Use light blue for side bars containing text and images
Grays
Grays
The approved gray tints can further enrich a design's communication. These colors should be used sparingly. Aside from TWA Blue, Black and White must remain the most dominant colors in every design. The grays below may be used to convey hierarchy in typography or as section backgrounds.
#444444
RGB: 68 68 68CMYK: 67% 60% 59% 44%
#808080
RGB: 128 128 128CMYK: 52% 43% 43% 8%
#D4D9DE
RGB: 212 217 222CMYK: 16% 10% 8% 0%Table borders
#EAEAEA
RGB: 234 234 234CMYK: 7% 5% 5% 0%
#F4F6FA
RGB: 244 246 250CMYK: 3% 1% 0% 0%
#FBFBFC
RGB: 251 251 252CMYK: 1% 0% 0% 0%Secondary colors
Secondary colors
Our secondary colors should be used sparingly. Use it only for designing tables, charts, icons, illustrations and infographics.
#FC7646
RGB: 252 118 70CMYK: 0% 67% 77% 0%Pantone: P 37-7 C
#FCC200
RGB: 252 194 0CMYK: 2% 24% 100% 0%
#64D781
RGB: 100 215 129CMYK: 57% 0% 68% 0%
#2C8DFF
RGB: 44 141 255CMYK: 71% 43% 0% 0%
#F8434C
RGB: 248 67 76CMYK: 0% 88% 68% 0%
Do
Do
Highlight specific data or category to create visual hierarchy and to highlight segments of a piece of information
Do
Do
Use in charts to differentiate between different layers of data
Do
Do
Use secondary colors to highlight elements of instructional or warning labels applied to hardware components
Do
Do
May use for icon colors to tie the specific color to certain meaning
Do
Do
Use in table content such as comparison charts where color may suggest availability
Do
Do
Use in table content as status "pills" to communicate status
Examples - Safety notification color like safety tape, truck LED lights; DOs and DON'Ts
Don't
Don't
Don't use secondary colors for major titles
Don't
Don't
Don't use secondary colors for buttons or call-outs.
Don't
Don't
Don't use secondary colors for headings unless there the information intended as secondary such as a sidebar.
Don't
Don't
Don't use secondary colors as a background for blocks containing primary textual information. Secondary colors should only be used as background for secondary level text containers such as call-outs or blurbs.
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