Shop2Shop Brand Guidelines 2024
At Shop2Shop, our brand is brought to life by two key colours – Desert Orange and Desert Night. As the first things to catch the eye after our logo, our colours form an instant bridge to our brand. They’re the heartbeat of Shop2Shop’s graphic identity.
Our color palette isn’t just unique; it’s iconic. It sets us apart from the crowd, signaling our vigour, leadership, and boundless energy in the fintech landscape.
Primary Colours:
To achieve more impact and instant recognition in communication, we use our dark blue, Desert Night, for solid color backgrounds. Copy and logo are either set in Camel Orange or in white. Camel Orange is primarily used for solid colour backgrounds on larger surfaces, such as the cover of printed media, packaging, or digital backgrounds.
| Camel Orange | |
| HEX | #FAA225 |
| RGB | 250, 162, 37 |
| CMYK | 0, 45, 100, 0 |
| PMS | Pantone 1375 C |
| PMS-U | Pantone 123 U |
| Desert Night | |
| HEX | #0A2645 |
| RGB | 10, 38, 69 |
| CMYK | 100, 85, 45, 45 |
| PMS | Pantone 295 C |
| PMS-U | Pantone 295 U |
Camel Orange should always be the primary choice for solid color backgrounds, or the significantly most used one in a set of applications.
Desert Night boosts our graphic identity with energy and confidence. Combined with Camel Orange, it gives the possibility to work as a complimentary tone and creates a statement expression and a more vibrant look and feel.
It is used in smaller scale as a graphic element, for typography, illustrations, or for use as a dark version of our logo. Occasionally it can also be used for backgrounds.
Secondary Colours:
We’re anything but boring, and using the same colour for backgrounds can at times appear… repetitive and static. To maintain a vital and flexible brand, we choose to use the secondary colours below:
Burnt Sienna
#EB6E45
235, 110, 69
Saffron
#F1B834
241, 184, 52
Fern
#57B455
87, 180, 85
Havelock Blue
#4A90E2
74, 144, 226
New Blue
#07407A
7, 64, 122
These colours can be used when we need to create diversity, and not become too repetitive.
P.S. As a rule of thumb: a secondary colour should never be the first to meet the eyes.
When it comes to solid backgrounds, our primary colours are the building blocks of our brand’s look and feel.
Applying primary colours:
Camel Orange takes the lead, ensuring a consistent style across all sorts of uses, and adds a burst of energy that links us with everyone who interacts with us. When it’s time to choose a solid background color, Camel Orange confidently steps up, providing a consistent backdrop that ties all our applications together.
When Desert Night takes the stage, a sense of depth and confidence washes over our visual narrative. It is the quiet force that commands attention with its deep, enigmatic allure. In select instances, Desert Night takes on the role of a background, casting a dramatic backdrop that underlines the power of our presence.
Applying secondary colours:
Our secondary colours amplify the dynamic essence of our corporate identity. They introduce a nuanced range while upholding the prominence of our primary hues, and come to life when diversity is paramount.
A foundational rule: secondary colors should always play a supporting role, never overshadowing the primary shades.