Color

Our visual identity features a bright, light foundation with bold accents. The primary palette ensures consistency and recognition, while the secondary palette adds flexibility across applications.

Introduction

We use color to guide focus, structure information, and establish hierarchy across touchpoints. 


We pair bold accents with calm neutrals to keep compositions accessible and balanced. The palette’s vibrancy and brightness reflects the diversity of AGRANA’s business while maintaining clarity and consistency.



Palettes

AGRANA’s color palette is designed to create a fresh, vibrant visual identity. The primary and secondary palettes work together to deliver clarity, energy and a distinctive AGRANA character.

Primary palette

‍We rely on the primary palette for the majority of our communications. Blue and Gray scales create a calm, clear base. Dark Red and AGRANA Red bring energy and support brand recognition when used selectively. Black and White serve as neutral, functional colors.

‍Secondary palette

‍The secondary palette complements the primary colors. It includes Yellow, Purple, and Green. Lighter shades are used most often, while darker and mid-tones are applied more selectively to add contrast and depth, particularly in illustrations and infographics.

How to use

Here’s how we approach visual communication and accessibility with AGRANA’s color palettes and combinations. The following guidance shows how to apply the palettes effectively and consistently across different contexts. The visuals below are simplified examples.

Primary colors

Use the primary colors as AGRANA’s main palette. Apply them on core touchpoints—website, stationery and packaging—to ensure recognition. Follow the defined pairings and proportions, and keep their balance consistent across layouts.

AGRANA red thread

AGRANA Red is one of our most distinctive brand assets and plays a key role in creating immediate brand recognition. Consistent use across touchpoints strengthens the visual presence of the AGRANA brand 
and supports a cohesive brand experience.


Use AGRANA Red selectively for highlights, icons, UI elements and illustration accents. Always balance it with the primary color palette and use it to guide attention rather than dominate compositions.

Secondary colors

Use the secondary palette to add vibrancy and support the primary palette. Apply it in illustrations, infographics, data visualization and UI elements. Keep it in a supporting role: the primary palette should create most of the overall color impression.

Primary palette

Overview

We divide the primary colors into two groups: our primary colors and the functional colors.

The primary colors includes reds, a grayscale, and a blue scale. Dark Red and AGRANA Red provide boldness and energy, balanced by the warmth of the greyscale and the calmness of the blue scale.

Dark Red

HEX

#460019

RGB

70/0/25

PMS-C

4102 C

PMS-U

4102 U

CMYK-C

35/100/60/60

CMYK-U

25/100/50/60

Usage: Backgrounds, infographics, illustrations, UI elements, icons

AGRANA Red

HEX

#EE0014

RGB

238/0/20

PMS-C

2035 C

PMS-U

2035 U

CMYK-C

0/100/100/0

CMYK-U

0/100/100/0

Usage: Backgrounds, illustration highlights, infographics, text components, UI elements, icons

Blue 1

HEX

#78C3FF

RGB

120/195/255

PMS-C

284 C

PMS-U

2915 U

CMYK-C

55/10/0/0

CMYK-U

55/6/0/0

Blue 2

HEX

#C3E6FF

RGB

195/230/255

PMS-C

291 C

PMS-U

290 U

CMYK-C

30/0/0/0

CMYK-U

25/0/0/0

Blue 3

HEX

#E6F5FF

RGB

230/245/255

PMS-C

9400 C

PMS-U

9400 U

CMYK-C

10/0/0/0

CMYK-U

10/0/0/0

Usage: Backgrounds, illustrations, infographics, text components, UI elements, icons

Grey 1

HEX

#D7CDC3

RGB

215/205/195

PMS-C

7529 C 60%

PMS-U

7529 U 60%

CMYK-C

0/5/10/20

CMYK-U

0/5/10/20

Grey 2

HEX

#EBE6E1

RGB

235/230/225

PMS-C

7529 C 40%

PMS-U

7529 U 40%

CMYK-C

0/5/10/10

CMYK-U

0/5/10/10

Grey 3

HEX

#F5F1EF

RGB

245/241/239

PMS-C

7529 C 20%

PMS-U

7529 U 20%

CMYK-C

5/5/5/0

CMYK-U

5/5/5/0

Usage: Backgrounds, illustrations, infographics, text components, UI elements, icons

‍

Functional colors support practical and accessible applications within the palette.

Black

HEX

#000000

RGB

0/0/0

PMS-C

Black C

PMS-U

Black U

CMYK-C

0/0/0/100

CMYK-U

0/0/0/100

Usage: Logo, text components

White

HEX

#FFFFFF

RGB

255/255/255

PMS-C

n/a

PMS-U

n/a

CMYK-C

0/0/0/0

CMYK-U

0/0/0/0

Usage: Logo, text components, backgrounds

Best Practises

We show some use cases for the primary color palette.

Accessibility

Accessibility sets the rules for combining primary colours. All primary color combinations follow recognized accessibility standards (WCAG 2, APCA) to ensure sufficient contrast and legibility.

Logo
Text
Graphics

White only

Black only

Multicolored only & Black

Multicolored only & Black

Multicolored only & Black

White only

White only

Black only

Multicolored only & Black

Multicolored only & Black

White only

Black only

Logo
We apply the logo to the primary palette and imagery according to strict accessibility criteria. Black and white versions are the preferred options. AGRANA Red may be used for the logo, but only on selected backgrounds that meet contrast requirements.

WCAG 2

APCA

White only

Black only

Multicolored only & Black

Multicolored only & Black

Multicolored only & Black

White only

White only

Black only

Multicolored only & Black

Multicolored only & Black

White only

Black only

Text components
For headlines and call to actions, AGRANA Red may be used as a highlight on selected backgrounds, including Dark Red and the lighter tones of the blue and grey. For body text, only white and black are permitted to maintain legibility and accessibility.

WCAG 2

APCA

White only

Black only

Multicolored only & Black

Multicolored only & Black

Multicolored only & Black

White only

White only

Black only

Multicolored only & Black

Multicolored only & Black

White only

Black only

Graphic and interactive elements
We apply the following rules to guarantee legible and accessible graphic and interactive elements in both print and digital environments.

Secondary palette

Overview

The secondary colors extend the core palette with a clear, tonal structure. We define three hues. Each hue contains two shades, two mid-tones, and two tints. Tints make up most of the color used within the secondary palette. Shades and Mid-tones complete the range and define contrast.

Shades

Green 1

HEX

#004632

RGB

0/70/50

PMS-C

3308 C

PMS-U

336 U

CMYK-C

90/10/65/70

CMYK-U

90/30/75/30

Green 2

HEX

#057855

RGB

5/120/85

PMS-C

341 C

PMS-U

2418 U

CMYK-C

95/0/75/30

CMYK-U

95/0/80/20

Purple 1

HEX

#320A8C

RGB

50/10/140

PMS-C

2371 C

PMS-U

2372 U

CMYK-C

90/90/0/20

CMYK-U

90/90/0/15

Purple 2

HEX

#5A46C8

RGB

90/70/200

PMS-C

2725 C

PMS-U

2736 U

CMYK-C

70/60/0/0

CMYK-U

70/60/0/0

Yellow 1

HEX

#781E00

RGB

120/30/0

PMS-C

7623 C

PMS-U

2350 U

CMYK-C

15/95/100/45

CMYK-U

10/95/100/20

Yellow 2

HEX

#DC5A00

RGB

220/90/0

PMS-C

717 C

PMS-U

717 U

CMYK-C

0/70/95/10

CMYK-U

0/60/100/5

Usage: Titles, illustrations, infographics, UI elements, icons

Mid-tones

Green 3

HEX

#48BE80

RGB

72/190/128

PMS-C

2417 C

PMS-U

2414 U

CMYK-C

75/0/65/0

CMYK-U

75/0/65/0

Green 4

HEX

#78DCA5

RGB

120/220/165

PMS-C

346 C

PMS-U

345 U

CMYK-C

45/0/40/0

CMYK-U

45/0/40/0

Purple 3

HEX

#8C7DFF

RGB

140/125/255

PMS-C

2715 C

PMS-U

2725 U

CMYK-C

50/40/0/0

CMYK-U

45/40/0/0

Purple 4

HEX

#AFA5FF

RGB

175/165/255

PMS-C

2705 C

PMS-U

2715 U

CMYK-C

35/30/0/0

CMYK-U

35/30/0/0

Yellow 3

HEX

#FF9B2D

RGB

255/155/45

PMS-C

3588 C

PMS-U

144 U

CMYK-C

0/50/85/0

CMYK-U

0/45/85/0

Yellow 4

HEX

#FFD250

RGB

255/210/80

PMS-C

121 C

PMS-U

121 U

CMYK-C

0/15/75/0

CMYK-U

0/10/75/0

Usage: Backgrounds, illustrations, infographics, UI elements, icons

Tints

Green 5

HEX

#B9F8CD

RGB

185/248/205

PMS-C

2253 C

PMS-U

2253 U

CMYK-C

25/0/25/0

CMYK-U

20/0/20/0

Green 6

HEX

#D7FFE1

RGB

215/255/225

PMS-C

621 C

PMS-U

9041 U

CMYK-C

10/0/10/0

CMYK-U

10/0/10/0

Purple 5

HEX

#D2CDFF

RGB

210/205/255

PMS-C

7444 C

PMS-U

2705 U

CMYK-C

20/15/0/0

CMYK-U

20/15/0/0

Purple 6

HEX

#F0EDFF

RGB

240/237/255

PMS-C

7443 C

PMS-U

7443 U

CMYK-C

7/9/0/0

CMYK-U

7/9/0/0

Yellow 5

HEX

#FFFA87

RGB

255/250/135

PMS-C

602 C

PMS-U

3935 U

CMYK-C

0/0/55/0

CMYK-U

0/0/50/0

Yellow 6

HEX

#FFFFD7

RGB

255/255/215

PMS-C

9020 C

PMS-U

9020 U

CMYK-C

0/0/15/0

CMYK-U

0/0/15/0

Usage: Backgrounds, illustrations, infographics, UI elements, icons

Best practices

We show some use cases for the secondary color palette.

Accessibility

Accessibility sets the rules for combining primary colours. All primary color combinations follow recognized accessibility standards (WCAG 2, APCA) to ensure sufficient contrast and legibility.

Logo
Text
Graphics
Shades

White only

White only

White only

White only

White only

White only

Mid-tones

Black only

Black only

Black only

Black only

Black only

Black only

Tints

Black only

Black only

Black only

Black only

Black only

Black only

WCAG 2

APCA

Logo
We apply the logo to the secondary palette using strict accessibility criteria. Only black and white versions are permitted on secondary colors. AGRANA Red is not to be used for the logo on secondary backgrounds.

Shades

White & Tints only

White & Tints only

White & Tints only

White & Tints only

White & Tints only

White & Tints only

Mid-tones

Black only

Black only

Black only

Black only

Black only

Black only

Tints

Black & Shades only

Black & Shades + AGRANA Red

Black & Shades only

Black & Shades + AGRANA Red

Black & Shades only

Black & Shades + AGRANA Red

Accessibility: text components
For headlines and call to actions, AGRANA Red may be used as a highlight only on the lighter tints. For body text, use only white and black to maintain legibility and accessibility.

Shades

White & Tints only

White & Tints only

White & Tints only

White & Tints only

White & Tints only

White & Tints only

Mid-tones

Black only

Black only

Black only

Black only

Black only

Black only

Tints

Black & Shades only

Black & Shades + AGRANA Red

Black & Shades only

Black & Shades + AGRANA Red

Black & Shades only

Black & Shades + AGRANA Red

Graphic and interactive elements
We apply the following rules to ensure graphic and interactive elements remain legible and accessible in both print and digital environments.

AGRANA Red may be used for graphic and interactive elements, but only on the lightest tint of each hue.

Color management

Color management ensures colours appear consistently across all media. Use RGB or HEX for digital applications, Pantone or CMYK for print, and RAL for physical materials and environmental applications.

Always start from the defined master values and convert to the required mode; do not eye-match. Assign only one color mode per final asset and avoid mixing modes. After conversion, check contrast and legibility before release.

Digital

RGB

For digital and on-screen use, always apply RGB mode. RGB provides the widest color gamut and ensures vibrant results for all digital assets.

Print

Pantone

For owned media and high-end applications in print, always use Pantone mode. Pantone delivers the strongest and most vibrant colors achievable in print.

CMYK

For paid media and economy brand applications in print, always use CMYK mode.

RAL

For signage and environmental applications, always use RAL colors to ensure accuracy and consistency.

Printing methods and colour reproduction

Selecting the appropriate printing method ensures the AGRANA palette is reproduced accurately.

The color palette allows for 4 channel and spot color offset printing for consistent brand colors in larger runs. For digital printing, both 4 channel and extended 5 to 7 channel options are supported, allowing for greater flexibility and a wider color range.

The choice of printing method depends on the required color fidelity, quantity, and application.

Don'ts

The following guidelines outline what to avoid and what is not permitted in color usage. For detailed instructions on specific elements, refer to each element’s dedicated chapter.

We don’t use shades as backgrounds

To keep a bright and light brand feel, we only use Dark Red as a dark option for backgrounds, selectively. All shades should be used only for creating contrast in bright compositions.

We don’t use secondary colors for the logo

The only colors allowed are white, black and multicolored.

We don’t use primary colors for text

Only AGRANA Red is allowed to be used in text components, however only in selected occasions. Black and white are preferred colors.

We don’t use low contrast color combinations

When it comes to text and graphic components, follow the color combinations to achieve correct accessibility and readability.

We don’t use AGRANA Red unless specified

To maintain its boldness and readability, AGRANA Red may only be used on the defined colors and backgrounds.

We don’t use secondary colors for primary touchpoints

For recognizability and memorability, we use primary colors for the primary touchpoints, such as business cards or letterheads.