Working with our identity

Our colours

Colour within the Generosity Path brand is important. The main consideration when using colour and combinations is – does it feel joyful? – if it does, carry on, if it doesn’t, adjust the colours you’ve used until you achieve that feeling.

We have two distinct sets GP colours, Primary and Secondary.

• Primary colours comprise of the GP Blue and GP Turquoise.
• Secondary colours comprise of the six underlying pastel colours, plus black and white.
• Primary colours are used for what we’re to refer to as ‘Corporate’ applications. Anything where GP is the emphasis, or the item being produced needs to have a corporate feel.
• Secondary colours are used for anything that’s story or emotion related. Where we are telling personal stories or trying to evoke reactions. 

Primary

Blue

006 084 147

96 67 14 02

#065493

Turquoise

041 153 165

76 19 34 03

#2999A5

White

255 255 255

00 00 00 00

#FFFFFF

Secondary

Black

51 51 51

00 00 00 95

#333333

Green

183 205 199

23 00 16 20

#B7CDC7

Light Blue

200 222 237

26 06 05 00

#C8DEED 

Pink

238 194 188

06 30 22 00

#EEC2BC

Yellow

246 217 170

04 17 39 00

#F6D9AA

Orange

238 188 145

06 31 46 00

#EEBC91

Gradients

In order to build visual interest and evoke a feeling of Joy, we have created gradients and visual assets using the brand colours.

There are 2 sets of gradients for you to choose from; Corporate Gradients and Narrative Gradients.

All gradients must consist of two colours as a minimum, and no more than three colours as a maximum.

Corporate Gradients are used on front facing GP branded items, such as brochure covers and any corporate facing items.

Narrative Gradients are for anything that’s story or emotion related. Where we are telling personal stories or trying to evoke reactions.

Corporate Gradients

Must contain both the GP Blue and GP Turquoise, and have the option for a third colour. They are to be used for Cover and Title pages, and for any application where addressing a corporate audience.

Corporate Grad 01

Corporate Grad 02

Corporate Grad 03

Narrative Gradients

Can contain any of the GP colours which helps evoke the feeling required. When seen together, they should be used sparingly so as not to overwhelm the viewer.

Corporate Grad 01

Corporate Grad 02

Corporate Grad 03

Gradients for framing imagery

To add visual interest to imagery, the above effect can be used to ‘frame’ imagery.

The frames are created by utilizing the gradient files generated from the aforementioned process, with one of the colors being replaced by a transparent element to reveal the image below. 

The colours used should compliment the image tonally.

The gradients can be rotated within the frame to ensure a clear view of the focal point.

These gradients have already been created for use in your collateral, please get in touch with your Generosity Path contact for access.